Knowing your audience

Knowing your audience

Evaldas: Is that like a trait for an entrepreneur to be consistent of his actions?

Andrew: Yes, that’s right.

Evaldas: That’s definitely hard. I mean, especially if you don’t get that kind of feedback initially. When you look back at where you are right now and your way at the beginning, how do you think the show changed and, if you reflect to your first shows —

Andrew: Certainly, through my own experience doing it, the quality has improved just because like any skill, the more you do it, the better you become at it. One of the other big changes that happened was, for the first few years, this show was actually called “Help, My Business Sucks” and I realized that, eventually, I needed to change the name even though — so the name was good in that it attracted attention because it’s a little quirky. There were a couple of downsides to the name. One was that the word “sucks” is quite an American word and in some other countries that were people were not as familiar with that word which so, you know, to them, it sounds American. So that was one challenge. And then the other – because I wanted the show to be international – the other challenge was that, by calling it “Help, My Business Sucks”, it was tending to attract a lot of people whose businesses really did suck. You know, they were really struggling and my strength has never been in working with complete beginners. It’s always been in working with people who have had some level of success and want to take that success to the next level. And so I decided to change the name to just “Help My Business” and that has had a good result because it has tweaked the nature of the audience. The type of people that are attracted to the show now are more who I want to be viewers of the show and they’re a much better fit for the content of the show compared to what was happening before. So that’s quite a significant area. I mean, it’s quite a supple change inasmuch as it’s only one word difference. But the overall effect of changing – you know, taking that one word out – has been very, very positive. So I’m really glad that I did that.

*Photo Credits: Andrew Lock*

Evaldas: Sounds really amazing that what one word can actually do a difference. Even though I can remember, I watched one of your first videos and you told one copywriter hacks like get versus gets.

Andrew: Yes, that’s right. Interesting little tweak.

Evaldas: Doesn’t really sound very different.

Andrew: Yeah, it’s amazing how these subtle things can actually make a big difference in a business, yeah. It’s interesting that you remember that one.

Evaldas: I was really interested in what you’re doing and even the content, actually — I think you started, you said, 2007, so it’s almost seven years or something old but it is very relevant even today.

Andrew: Yeah, the content certainly still stands out. I mean, I don’t like the way I present it back then because I’m much more experienced now but, you know, everybody starts somewhere, don’t they?

Evaldas: Oh, definitely. I mean, that’s a common theme I hear from other people and myself, as well. It’s very hard to get over even hearing your voice. Somehow your brain manages to perceive it differently than other people are hearing it.

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About Evaldas Miliauskas

Evaldas Miliauskas is the founder of CastSource - a startup that provides transcriptions designed for podcasts. He is a passionate podcaster listener, host, and a entrepreneur.

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