Standing Ovation Host Jay Baer: How to Craft a Million-Dollar Story

Scroll down for takeaways you can use from today’s show.

Enter the Sound Judgment Listener Name Contest!
On Standing Ovation, Jay calls his listeners “clappers.” Glynn Washington of Snap Judgment calls his listeners “snappers.” What Should I Read Next? host Anne Bogel talks to her “readers.” What should we call you?
Enter our contest, inspired by Jay Baer. Here’s how it works:
Submit your ideas (as many as you would like) here.

Deadline: Saturday, February 4.

Prize: We’ll choose the best, most fun name from the entries. Jay Baer, the second most popular tequila influencer in the world, will send the winner a bottle of tequila from his personal stash.
We’ll also promote you in our newsletter, on an episode of Sound Judgment, in our show notes and on our social channels. Don’t wait!

Jay Baer
Hall of Fame keynote speaker Jay Baer has lost count of the number of podcasts he has produced and hosted. He is also a New York Times bestselling author of six books and founder of five multi-million dollar companies. Filled with real-world case studies, Jay’s programs teach companies how to turn customer experience, customer service, and marketing into their biggest business growth advantage. Jay has advised Caterpillar, Nike, IBM, Allstate, The United Nations, and 32 of the FORTUNE 500. He is the founder of Convince & Convert, a strategy consulting firm that owns the world’s #1 content marketing blog and the world’s top marketing podcast. He is also a tequila sommelier and the second most popular tequila influencer in the world.
Connect with Jay at Jaybaer.com and thebaerfacts.com.

The episode discussed on today’s Sound Judgment:

Standing Ovation, David Horsager
A note about Sound Judgment: We believe that no podcast host does good work alone. All hosts rely on their producers, the hidden hands that enable a host to shine. We strive to give credit to every podcast producer whenever it’s possible to do so. Jay both produces and hosts Standing Ovation on his own.

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Takeaways from this episode
1. Your story could be worth millions of dollars. Why aren’t you analyzing what makes it good?
Like the typical podcast host, the typical speaker—no matter how successful— doesn’t know why their material is good. They’re just operating on instinct. Which also means you don’t know how to improve your work.

As Jay said, a good keynote speaker tells the same story many, many different times a year, often for several years. As he says, that means their “signature story” could be worth millions and millions of dollars. He’s dumbfounded by the lack of insight most speakers have about these extraordinarily valuable stories. “To not know how or why it’s good, or how it’s gotten better over time, is amazing,” he says.
That’s one reason he started Standing Ovation and a big reason why I started Sound Judgment and am on a quest to identify the universal skills of hostiness. While you’re not likely to make millions directly from your podcast, if you use it as the linchpin of your business or your social impact organization, you could count its value in the millions. That’s just one of many superb reasons to keep learning. Dissect your own episodes, on your own or with a guide. Also, deconstru...