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Bill Platt of the Phantom Writers, invites you to reprint this article in your publication, ezine, or on your website.

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    Audio Marketing Comes of Age: Educate First and Sales Will Follow
    Copyright © 2005, Bill Platt

    "Podcasting" is one of the newest and most popular marketing 
    formats that have taken a strong foothold on the internet over 
    the last several months. The word "podcasting" is actually a 
    derivative of Apple's "iPod" and "broadcasting". It actually 
    refers to the ability of RSS 2.0 to automatically deliver audio 
    and video files over the internet by subscription. 
    Often times, podcasts are actually delivered via MP3 files that 
    can be played from an iPod, a MP3 player, or a home computer. 
    You can learn more about this technology here:  
    Ironically, a couple months ago, I had done a telephone 
    interview. All of the people listening to the show dialed up into 
    a remotely hosted phone bank to listen to the show. Although that 
    program was delivered through a standard telephone system, a 
    few listeners who later contacted me had said that he heard my 
    "podcast". It seems a lot of people automatically applied that 
    term to the phone interview, although the interview was not 
    available in a computer format or even accessible from a 
    I have always been a huge fan of talk radio and talk shows. I 
    still am. 
    When my wife is not in the room, I listen to lots of educational 
    television and political talk shows. When my wife is not in the 
    car, I primarily listen to AM radio. My primary focus in the car 
    is politics and news, unless it is late at night and then it is 
    Art Bell I listen to the most. 
    Of course, my wife hates that kind of thing, so that is why I 
    only listen to it when she is not around and when she is asleep. 
    I would rather enjoy the show than to listen to her nag about 
    why I listen to that "crap". ;-)
    I have always felt that there would be a place in internet 
    marketing for content delivered via an audio format. 
    Back in early 2000, I had explored the possibility of bringing 
    some of my own content to the internet in a streaming audio 
    format. Unfortunately, at that time, I really did not have the 
    time or resources to seriously pursue the idea. I was forced to 
    shelf the idea in 2000, because of the high cost of the bandwidth 
    required for delivery of streaming audio programming via the 
    By the end of 2004, "podcasting" had come of age, and marketers 
    the world over were offering audio formatted business information 
    online. I guess that five years ago, I was just a bit ahead of 
    the curve.
    Like I mentioned before, a couple of months ago, I had done a 
    live telephone interview with a mentoring program, and we had 
    several hundred listeners to the program. From that one 
    interview, I managed to pick up a couple of thousand in new 
    business and several new and regular clients, and that was a 
    really small listening audience. 
    All I can say about that event is that it sold me on the idea 
    of using audio programming to sell my online services. 
    I am in a unique business. Often times when I speak with people, 
    who are not running an online business, they will ask me what it 
    is that I do exactly. Here is where the challenge enters the 
    You may have never logged onto the internet or you may be a 
    regular internet user, but if you are not engaged in the business 
    of selling goods and services online, you may not understand my 
    service. I can't tell you how often I talk to non-marketers and 
    get a blank stare when I try to explain my business to them. Even 
    my wife's aunt and uncle get the "deer in the headlights look" 
    when I try to explain to them the nature of my business. He runs 
    a successful offline business, but it does not bring him any 
    closer to an understanding of my business model. 
    Many of you who know me, understand precisely what it is that I 
    do and can understand why I make a good living doing it. You can 
    understand the value offered to my clients through my business 
    Those of you who don't know me do need to understand a bit more 
    about me before I continue. 
    At this very moment, you are either looking at someone's website 
    or reading their online newsletter, and you are reading this 
    article that I have made available for free to publishers and 
    In this article, it is my goal first to educate you about 
    something of interest to "you". My hope is that when you get to 
    the end of the article, you will be quite taken with me, and you 
    will want to know more about me. Then, when you read the About 
    the Author information at the bottom of this article, and you 
    will visit my website and review my products and services with 
    That makes sense, right? You have come farther than most people 
    I talk to about my business model. 
    With my primary service, I am the "go-to man" for getting your 
    articles delivered to the highest numbers of publishers and 
    webmasters who are interested in finding content that they can 
    use with their ezines and websites. 
    When using free-reprint articles to market your online business, 
    you are often more successful in getting your article reprinted 
    and in getting traffic to your website, if you take the attitude 
    of educating your reader above all else. If you get lost on the 
    idea that you are using this promotion method to promote your 
    business, then you will have missed the key to your success.
    Remember what I said above, "it is my goal first to educate you 
    about something of interest to you." You are the reader, and 
    you will only be willing to read what I have written, if I am 
    providing information to you that is of interest to "you". 
    Many marketers make the mistake of thinking their article is 
    intended to sell their products or services, instead of 
    When you are willing to address the concerns of the reader above 
    all else, then you will have provided a service of value to your 
    reader. In doing so, you sell your reader on "you". And, your 
    About the Author information serves as the teaser/lead/ad to take 
    your reader to your website, where you will get the chance to 
    sell your reader on your business, products and services.
    Educate your reader first, and sales will follow.
    This system works for hundreds of my clients and for myself. 
    When most people think about radio advertising, they think about 
    30-second and 60-second ads. This is fine for people who sells 
    cars, hot tubs, groceries, and other products that are already 
    well-understood by the listening audience.
    But, if your business were like mine --- difficult for the 
    average person to understand, then a 30- or 60-second radio 
    spot would be a total waste of your advertising budget!
    On the other hand, it would be different if I could get 15, 30 
    or 60 minutes to explain to my listeners what my business is and 
    how it would be beneficial for the listener to use it for the 
    promotion of their own business, then I would have a good chance 
    of getting my listener's business. 
    In my phone interview, we actually spent one hour and twenty 
    minutes talking, and that interview generated a couple thousand 
    dollars in new business. It was the most profitable one hour and 
    twenty minutes I had ever spent. 
    Can you imagine how much more business I would have picked up if 
    the audience were coast-to-coast, and I was reaching hundreds of 
    thousands of listeners instead of hundreds of listeners? And, can 
    you imagine how much more business I could have generated from 
    that interview, if it had been simulcast live on the internet and 
    archived in MP3 format for me to make available later to visitors 
    to my website?
    I can imagine... That is why I got so excited when I was able to 
    strike a deal with a nationally known, radio personality to make 
    this kind of service available to my clients. To learn more about 
    this opportunity to promote your business through a nationally 
    syndicated, business radio talk show, using the long form 
    interview, then continue reading here: 

    Writer's Resource Box:
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    can reach on your own. When you visit, be sure to use his contact
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