How to Choose a Case Study Subject w/ Lindsay Padilla
Identifying who to feature in a case study (especially if it’s your first case study) doesn’t have to feel like climbing Mount Everest.
Or… what I would imagine that to feel like. In a word—daunting.
It’s the first BIG task service providers encounter as they seek to create a case study. But… How do you choose someone? How do you know it’s a good choice? What do you ask them? All those questions & more are answered in this podcast episode, my friend!
I’m joined by a legend in the podcasting space, Lindsay Padilla! She’s the co-founder of Hello Audio—a software I’m intimately familiar with because it houses my private podcasts. 😉 I want to introduce you to Lindsay because she’s done something incredibly smart with her private podcast (about private podcasts, haha!)—she’s used it to leverage case studies. 🎉
Since she’s done such a great job of figuring out who & how to feature her customers, I thought she’d be the perfect person to help you identify some stand-out stories of your own to feature! Here’s what you can look forward to…
Topics covered in this podcast episode:
How to use storytelling to increase sales
How to choose unique clients or customers to feature
Some of the Hello Audio users that Lindsay has interviewed
How Lindsay has brilliantly utilized her case studies for years
All the ways you can repurpose your case studies (tons of examples!)
If asynchronous interviews are better than live interviews for case studies
The benefits of sharing case studies about your product/service
Why case studies are the best way to attract more ideal clients
How often you should get new/fresh case study interviews
The best way to structure case study interviews or podcast episodes
Don’t forget you can submit a question that will get answered in an upcoming podcast!
Meet: Dr. Lindsay
Dr. Lindsay Padilla is an ex-community college professor who accidentally started a business while on the tenure track. Now, as the CEO and co-founder of the Hello Audio software, which takes your content and creates private audio feeds to make learning on the go much easier for your people, Lindsay challenges online industry norms of unfinished courses and unconsumed content with her product. All of her business ideas were born out of her tenure-track years teaching adults online at a community college, the ridiculous amount of learning she's done in all things education, and the years spent growing her course creation business online.
Mentioned Resources:
Lindsay’s podcasts—
Launch Your Private Podcast (public podcast)
Hello Audio Success Stories (private podcast)
SEO Podcast Show Note + Blog Templates
Related Episodes:
Brittany’s interview w/ Emma-Louise
Easily Create Your First Case Study
Connect w/ Lindsay:
Connect w/ Brittany:
This episode of The Basic B podcast is brought to you in partnership w/ Leah Bryant Co.! Help me reach more service providers like you by following the show & leaving a rating or review on Apple & Spotify!
The unedited podcast transcript for this episode of The Basic B podcast follows
Welcome back to The Basic B podcast. I am so happy that you're here and joining me again. And I've got another incredible business owner and just… human for you to meet. We have been like connecting and crossing paths in the street, the thread streets. That's what I was trying to say. The streets of threads, there we go. Lindsay Padilla.
Lindsay Padilla (00:19.726)
streets.
Brittany Herzberg (00:22.853)
The three, I'm just going to make up new words. So, Lindsay Fadia is here with me. We're going to be talking about how to identify a good case study to feature. How do you choose that person and then some other questions around that. But before we dive into our conversation, here's your quick intro. Lindsay Fadia is an ex-Community College professor who accidentally started a business while on the tenure track, now as the CEO and co-founder of the Hello Audio Software, which takes your content and creates
private audio feeds to make learning on the go so much easier for your people. Lindsey challenges online industry norms of unfinished courses and unconsumed content with her product. All of her business ideas were born out of her tenure track years teaching adults online at a community college. The ridiculous amount of learning she's done in all things education and the years spent growing her course creation business online.
I also have a couple of notes for myself. Like I have my podcast producer and friend Leah Bryant to thank for the introduction both to Lindsay and to Hello Audio. I've used Hello Audio for a few things as a private podcast version of my case study training, a private podcast to help launch the training, and like 14 more ideas that I have floating in my head for future private podcasts. So I'm no stranger to Hello Audio. And some of these case studies we're going to be talking about, which I might mention throughout the interview.
I've listened to them. I know these people. I can totally attest to using even the private podcast. So, Lindsay, hello, my friend.
Lindsay Padilla (01:49.59)
Hi. Well, that's so fun. We gotta have you on our show now.
Brittany Herzberg (01:56.386)
Right? I know. All the podcasts.
Lindsay Padilla (01:59.53)
All the podcasts.
Brittany Herzberg (02:03.61)
I think our delay friend is back.
Lindsay Padilla (02:05.386)
I think it's back. So fascinating. Yeah, yeah, yeah. We're good. So someone, oh, so now it's saying I'm trying to reconnect. Okay. Someone's editing it so they can maybe like edit like pauses longer than a second. It's just us to not look at each other like we're awkward. But other than that, yeah. I wonder.
Brittany Herzberg (02:09.193)
Whatever, we're rolling with it.
Brittany Herzberg (02:22.366)
Yeah.
Brittany Herzberg (02:28.626)
Exactly, yeah, no, Leah will work her beautiful magic.
Lindsay Padilla (02:31.7)
Okay, cool.
Brittany Herzberg (02:35.269)
All right, here we go. So I'm going to ask you the one question that I love asking all of my guests, and then we'll get into the nitty gritty stuff about case studies and who to feature. So the question is, which do you feel like is most important for sales? SEO, storytelling, or social proof?
Lindsay Padilla (02:52.978)
That's a good question. I wish I could say SEO, but like literally that game is like, I'm like just starting to play it. So that's always just felt dangerous. So I mean, I've run a business without SEO. So we're cool there. You know, I think I will go with, I will go with the, you didn't say case studies, what'd you call the last one? Social proof. Yeah, I'll go with social proof because I, and it may be just like,
Brittany Herzberg (03:08.149)
Mm-hmm.
Brittany Herzberg (03:15.849)
social proof.
Lindsay Padilla (03:23.754)
my own biases of like how I behave, right? As a buyer, I don't think all buyers are exactly the same, but I think the like social proof thing is a really easy place to actually create stories, right? So to me, it's like a jumping off point of the storytelling piece as well. Like, so yeah, it's cool that I have stories to tell about how I've built a business or something, but that's not like using my product, right? So having people use my product successfully and be able to talk about that, I think is like magic for sure.
Brittany Herzberg (03:55.573)
Oh, I could not agree more. Okay, so I'm going to make sure that we link to your private podcast about private podcast, which I love. I love how meta it is because my stuff gets really meta. So it's really fun when someone else gets really meta. But how many people have you interviewed for that podcast?
Lindsay Padilla (04:11.946)
Yeah, so we have two. So we have a private podcast called Success Stories, which was like one of our early lead magnets. And it 100% is like case studies, it's called the Success Story Podcast. And it was cool because it was, yeah, demonstrating our products. So people who are kind of interested and like curious about what it is, but then it's also how people are actually using in their business. But what's cool about it is I ran it completely async. So it was all like over Voxer and someone, I had like seven or eight questions and they could just.
I sent them a link, I think it was an Ocean page, and then they would just answer the questions in each individual file. So then I would just group it all together and make sure it sounded good, and then we have these five-minute case studies. There's like 45 on that one. And that kind of, yeah, became our most successful lead magnet. And then we always knew we wanted to launch a public podcast, and so the starting point was obviously bringing some of those success story people on to like...
have a conversation versus them just saying, here's the results, here's why I love it, yada, yada. And then we were able to kind of build and see also, here's where you've gone since that, which I think we ran that first run of it in like 2021. So it's been a couple of years, we've added some case studies off of it on it, but not like a huge push. And so now we're really focused on the public podcast about private podcasting. And that one has, oh gosh, I think we're gonna hit.
30 some odd episodes. I don't know, like, I don't know where my recording is mixed with my like, you know, incoming stuff. But yeah, we've been running it about nine months now as well. So yeah.
Brittany Herzberg (05:50.661)
I like that. I love hearing that. Do you feel, I didn't actually know that you have case studies on your public podcast and now I've got to go jump over there and of course I will make sure that's linked. But do you feel like there's a better scenario doing like the asynchronous calls or doing the live interviews?
Lindsay Padilla (05:58.142)
Yeah.
Lindsay (06:07.018)
You know, better is a tough word because they're very different. And it's funny because we get asked a lot like, well, should I launch a private podcast or a public one? And we started with private and async because it's way easier. And especially as like three co-founders, it's easier on the person you're asking to be a guest. They don't have to show up at a certain time. So they love that. So I loved kind of demoing that async-ness of it.
which we're starting to see a lot of in summits and that kind of thing as it relates to like audio based, you know, audio first type content. So love that and I think that is, that was definitely a great starting point for us because we wrote some blogs about it. We like, we put it in our newsletter, these case studies, so we've like used it. And then of course, right, when you get meta on the meta things, like we have to demo the product, right? And so that probably is why it's a good lead magnet for us because
people then go, oh, this is what a private podcast is, especially for the folks who've never encountered one. We see a lot more people now who have had a course or have been to an audio summit, and so they know now what it is, but in the very early days, people didn't even really understand what it felt like, what it looked like from the user, like the listener perspective. So I think that was all really key in making that a really successful lead magnet. And I think podcasts, like public podcasts, aren't really lead magnets. I think all the stuff we create...
after it, right? Like you building SEO out and like making it find like searchable and like that's all great. But like in a public podcast, you have no idea who's listening. So I can't talk to anybody, you know, about the content unless they reach out. Right. And so that's why like public podcasts are awesome. Take a lot more effort, I think, to like create personally. But
It is shareable. So like people are like, like stumbling upon it. And that's kind of how podcasting works is it's a very like word of mouth type of system. And so because someone can go and look for it, or someone could drop an episode when someone's asking about a private podcast feed, you know, particularly with the whole like lead magnet, like someone will be like, I want to make a private podcast. That's a lead magnet. And they're like, Oh, hello. Audio has this public podcast. Like here's the episode that's like way more accessible than like.
Lindsay Padilla (08:21.014)
go to their website, like find the lead magnet, listen to all these case studies, you know, that kind of thing. And so we definitely wanted to demo that. Not only that, but we also want to show people that Hello Audio does do public podcasts and it's definitely not our like bread and butter, but we do that. And so we wanted to demo that. So I wouldn't say there's necessarily better. They're different. And I always am big in the business space to like go with easy first to get it out there. And
easy and things that are going to give you the best ROI. And so if you're collecting email addresses, it's easy for you. It's easy for your case study people. I would start with the private version. And then if you, if you see the like value in that, like then, right. We knew though, too, like we were going to create a public podcast. That probably was going to focus on our customers. Like, so I think the style, like not everyone is going to do like a case study public podcast. And so, um, but it ended up.
being that it made sense for us basically.
Brittany Herzberg (09:24.469)
I love that. And I also like that you drew attention to the fact that your private podcast was a way for people to like touch and feel and see and utilize your product, which is the thing that you're selling. And that's one thing I love to point out with case studies is especially if it's more of like a service, if it's a massage, if it's copywriting, if it's SEO strategy, if it's, I don't know, something that I don't do, if it's any of those things, then it's easier for someone to talk about working with you.
Lindsay Padilla (09:40.129)
Mmm.
Brittany Herzberg (09:51.033)
and kind of get that try before you buy experience without actually going through and investing the time, money, and trusting you on a lark and just being like, sure, let's see what happens here. So I love, love that you were able to showcase your product, get people in and just get them, like I said, to touch and feel and see and experience it. One, you already talked about this, but can you go into a little bit more detail about how you repurposed these case studies, especially with that, the private podcast one?
Lindsay Padilla (10:21.074)
Yeah, so the success stories podcast, when we saw it, like the success of it, we like, people were saying great things, you know, it's five to 10 minutes, depending on what they talked about. We knew that there was content there, right? And so, gosh, we put it lots of different places, like definitely quote cards on our website, calling out there. If you actually go to Hello Audio,
fm, you can actually, we actually build in like our embeddable player as well. And so that's actually kind of cool too. It becomes a live testimony on your website. So a lot of content that we pulled from that success stories podcast is something that someone could click on a little play button and hear the voice of the person who's talking about their lead magnet or, you know, their summit. And so I think that immersive kind of.
bring your sales page or website to life thing was definitely something that we were like, this is really cool, right? We even like mix them together. I think there's one part on the website where we like stitch together voices of people. I think it was about how easy the product is because in tech, a lot of people hesitate from signing up because they're just like, well, you know, this could be a huge lift for my team. Like, I don't know what's involved. It sounds cool, but it looks hard. And most tech is, but there's something really special about.
Hello Audio and like how easy it is. Like we just like make the feed for you. And that's part of also just like what podcasting is. It's like easier in that capacity, right? So, you know, we really wanted to showcase every time someone said like, it was way easier than I thought it was gonna be. So we like smashed all of those together, right? Created this like audio version of that. So that's like, yeah, that's just on the website. And then we took it to a step of starting to write out case studies, reaching back out to those folks, ask me if they...
you know, if we were representing them well, if anything had changed since we launched that. So we did that. And then, yeah, we do a weekly newsletter as a way to connect with our audience. Some users, some people who are just, yeah, on our list for different reasons. And yeah, just having a little blurb, little case study about how someone uses the product has always been good, and then it like directs back to the private podcast, right? So I think those are like the two.
Lindsay Padilla (12:36.742)
main ways and with the newsletter to give you some background about how we do it is on ClickUp, which is our task management, we actually have a board that's the newsletter with the different things and we actually cycle through them. We have a date of when the last time it went live and so because there's always new people on our list, there's people that don't open stuff, and so that idea that you can reuse 45 pieces of content, it's not that we put it in every single
A lot of the weeks have a case study just to keep reminding people of different cool ways that you can use it. And then now that we have this public podcast, we haven't even like, we just say when we launch a new episode, right? But like, we're also going to have that added to a bank of just like, you know, just like really quick ideas that people can use our product. And I think that's like another thing to point out is because our product is something that we can use in business and actually has a lot of use cases.
We hear from a lot of people that they're overwhelmed on like where to start or they like have so many ideas. And like, we kind of fuel that with these because like people will listen and be like, oh my gosh, now I have to do this idea. Or like we interview someone for a very specific use case and then they like tell us about this like secret thing that we didn't even know they were doing. And we're like, what, that's so cool. So like half of our live, like, you know, public podcast is actually like coaching from us like to the person of like, yeah, you should totally like launch that type of feed. And like,
you know, that kind of thing or them, you know, giving us feedback too. So, um, it really, the repurposing part of it is like, it creates that energy of like ideas and innovation and experiments, which is also like one of the core things that are like favorite user or are like ideal user has is like, I'm cool to like play around in business with marketing. I'm big on relationships. I'm big on getting results for my customers. And so, you know, if Hello Audio lives up to that hype, like.
of course I'm going to try this out. Of course it's a cool thing to do. And so those kind of take risk marketers and innovators and people who are super creative and come up with the most unique ways to use it, those are ideal users. And so by showcasing them, it gives inspiration to other business owners, which I think is really powerful for sure.
Brittany Herzberg (14:55.173)
Yeah, and it gives that sense of play. And it also, this again is another beautiful thing about case studies where you're highlighting more of the kind of customers or clients that you want to attract, which is brilliant. So just to give you listening or watching this an idea, I wrote down some of the episodes just for like people that I even know that I I'm on your email list. And that's how I even discovered this because I don't always open all my emails. I'm a typical email subscriber. But one day I opened it up and I had just been interviewed.
Emma-Louise Parkes for her Ambitious Introvert Podcast, which I'll make sure that I link. And I was like, oh, this is so cool. Like I just saw you in this email and she's like, oh yeah, I totally forgot about that series and that interview. And then I went and looked and you've got Jerisha Hawk, Jordan Gill, Tarzan Kay, Ashley Gartland, Laura Belgray. Like you've got all of these incredible business owners that many of us are quite familiar with. And so even just seeing those names, I'm sure you've got some people who are like...
This is really cool. I went in, like click, go ahead and buy and subscribe and like come up with their own private podcast. So it's really, really brilliant. And something I would love to know is like, how often, like, are you seeking out these case studies to feature or are they falling into your lap or like, how often are you maybe like sourcing them or getting requests or what's that like?
Lindsay Padilla (16:09.378)
Yeah. Calling me out, Brittany. No, it feels like calling me out because I feel like we left the success stories podcast a little dormant for a while. Like it just ran, right? And like, it wasn't until and so I think if you look at the dates that they get released, so Hello Audio does like instant feeds and the release dates will be the same in every episode and it's like May 2021.
That's like when it first launched basically, and we've added some till then, right, or since then, but we didn't have like a whole system in place, okay? I'm not quite the system queen. I need to like take some notes from some of the people who've been on our show. No, not quite the systems queen. So we didn't have any sort of like auto process to collect these stories. It was more like just, I think too, just being a young SaaS company and being really connected to your customers, you hear stuff, right? Like, or they post about it, or...
Brittany Herzberg (16:49.353)
Same.
Lindsay Padilla (17:05.81)
Yeah, you see on threads, like I've actually really recently met a lot of folks on threads talking about private podcasting. It's doing a great job of showing me those people, right? And so, exactly. And so I think I've booked like several interviews on our podcast just from that and meeting people over there, which is fabulous. And so, yeah, I think in the early days, it was, you know, who does Lindsay know in business and like they trusted me early on and we're early adopters. And so I had those connections.
for some of that early stuff. But like now, like since now we're, you know, three years into, three and a half years into our company, you know, I'm interviewing more people that I've never met before, right? Because now we're, people are sending like, oh, this is a cool, unique way of using it. Or like they're starting to tag our company, like on LinkedIn or something like that. And I was just like, oh shoot, like, and we'll always have like some big name come through and we're like, oh my God, like, you know, and it's really, it's funny. Just like,
seeing that impact that's bigger than just my current reach. And I think I don't think I got to experience that as much as like a service provider and a course creator. You know, it was more, yeah, a SaaS is like a little bit different how it can operate, right? And so, yeah, the case studies, like I wish I built in a big process. Like there was a couple of times we put it in the newsletter, like, hey, we're looking for like more success stories. But then once we launched the public podcast, it feels like the focus is kind of going over there
the quick, easy, kind of short, bingeable private podcast. And so I'm not sure. I'm not sure if we're gonna like continue to feed the success stories podcast or just use now our public podcast for that. We do wanna kind of relook at our funnels and our lead magnets and stuff like that. But even now, we do some outreach with, and then some like emailing past guests and people that I know. And I'm like, do you know anyone who's...
Brittany Herzberg (18:54.341)
Yeah, I like that. But I kind of hear a tone of like, oh darn, we should be doing this a little bit different.
Lindsay Padilla (19:05.011)
Emailing past guests and being like, because we'll still have people like, oh my gosh, you should, my client is using it in this crazy way. Here's a connection, here's an email, that kind of thing. And so I think a lot of private podcasters, people who've gone deep in it, are starting to see it other places, and they wanna tell us like,
Oh my gosh, there's this unique way of using it. So yeah, it's definitely not systematic, but we have enough users, I think, and we have enough like innovative people that we're able to kind of showcase. Now, of course, we're gonna have several people who've had a course feed, but I think case studies to me, like also highlight the uniqueness of the business owner and like how they think about why they implemented it. And so, you know,
having a bunch of people on about how they've made their course a podcast probably isn't going to be like the most unique thing. But when I think about who's that business owner behind that course and the course that they sell and why they chose. So someone might have a like they might be a graphic designer. And like my audience is like, well, a graphic designer could never use private podcasting that is so visual. But like if I had a graphic designer come on and say, this is how we did it. Do you see where I'm going? So like, it's like, of course, there's, you know, only so many use cases.
And so, but when we think about sourcing those people, it's like, who's the person behind it too? Like what's their unique perspective on audio or on, you know, customers and intimacy and connection, which are all things that are really important to us with our company. And so that's also what we look for as well. And so at some point, it's not like we're gonna be like every episode is like this totally unique way of using it, but thinking about, yeah, like what type of person could come on and peak interest, you know,
for our listeners and think about it in a way that maybe they haven't thought about it before.
Brittany Herzberg (21:14.705)
Yeah, and it's not a bad thing that you've launched that podcast like, what, three years ago? I can't even do math. Three years ago in the 2020s, just don't like math anymore. But we did them a while ago and you're still able to like, they have, that doesn't add up, you've had this longevity and you're still able to use it and you're still able to repurpose it. And this is something that I try to drive home to my clients and to just like, anyone who will listen to me honestly, that they do have a long lifespan.
Lindsay Padilla (21:23.694)
Right. Doesn't add up.
Brittany Herzberg (21:39.717)
Especially if you're continuing to tell people about it, you're continuing to drive people to it. If you incorporate SEO, like that's another thing that's a win that will keep driving people for you. But I mean, it's not a bad thing to release something and three years later to still be like having some wins there. You also touched on something else that's really smart, which is yeah, sure, we maybe don't want to have like, oh here are all these like crazy cool ways to incorporate it with your course. Like maybe you feel like that's played out or like touched on enough.
Brittany Herzberg (22:08.285)
but then you mentioned your values. You mentioned the types of clients that you, the types of buyers that you want to have and so you used to say in clients, but you mentioned that. So like those are other ways that you can, those are other markers that you can use to identify other potential case study features to bring on the public podcast. So with the public podcast, you mentioned how you did this for the private one, but for the public podcast.
How are you, like, is there any kind of structure to the interviews or like what you ask or how you, the conversations that you have on there?
Lindsay Padilla (22:39.602)
Yeah, they're pretty like, the structure we go off of is like a typical kind of case study, like, you know, what were you thinking before? Like what, you know, and so yeah, we have like a model that we follow, but we also are open to it going other places, like depending on, you know, how the conversation's going. And so we call them case study episodes.
Also, just in case we want to launch solo episodes, we're actually talking about other ways too. So I think this is important from a case study perspective. If you do feel like, oh, I'm releasing the same thing over and over again, or I kind of want to refresh in something, we're looking at doing some round table episodes where we actually say, okay, cool, we've had a bunch of lead magnet people on, let's get them to talk about their, really quickly. And this one, we will do async so that we haven't done it yet, but we just actually talked about.
doing it before I go on MatLeave as well to get some more content before I head out. And so we're going to host it over Voxer. We're going to look back at all the case studies and say like, okay, which person is using this as a lead magnet? Let's reach out and like let's make a roundtable session. And what's cool is it's going to be almost like a roundup episode, but it's also like, we're probably going to put that in its own private podcast feed or its own playlist because you're actually getting the like core stuff that happens in each episode, which is like...
Oh, you know, a lead magnet could be a repurpose workshop. Like, oh, a lead magnet could be case studies. Oh, a lead magnet could be a storytelling series that like has them book a call. Oh, right. And so we had all these people come up with different lead magnets. Someone could binge it instead of having to listen to 30, 40 minute episodes, like the whole gamut, right? They get the like meat of that's what I wanted to know. Like how are people using lead magnets? So this was an idea that we recently had. And I think thinking about it from that perspective,
It allows us to, again, more repurposing. I guess that was actually going back to the other question. Like we've already, we now have all this content and all these case studies. How do we like, this is how coaches are using it. This is how like service providers, we've had a string of people talk about how they're using it in like their discovery call client system. And it's a little more unique than I thought it was, right? It's not just client calls. They're like using it throughout their process, right? And so.
Lindsay Padilla (24:58.154)
Yeah, just highlighting them in that capacity, I think has really breathed life back into even just thinking about it and just making it easier for our person, right? To like, sure, there's 30 episodes that are 30 minutes. That's a lot of time. And as an audio person, I know that time is possible to literally binge all of them. That's what the power of audio is, but cool in a, we could probably create a lead magnet from our public podcast content. Like what? Mind blowing, right?
Brittany Herzberg (25:29.309)
Yeah, totally. I love that so much. And it's actually tying into the idea that I have for the next private podcast that I want to do is actually taking a lot of these case study episodes for the public podcast and using that, I mean, shockingly, as a lead magnet. Because that can definitely be like a next step for someone who's interested in case studies, or it could be a first step for someone who's interested in case studies. And it's like, oh, yeah, that sounds cool. But what does that look like? How do I do that? Which brings me to one of the questions that I get asked a lot, which is, how do you
Lindsay Padilla (25:49.142)
Mmm.
Brittany Herzberg (25:59.484)
to ask on these interviews.
Lindsay Padilla (26:02.211)
Yeah, I think for us, we know our ideal user really well, right? And so when we think about, like one of the starting questions we have is like, when did you first hear about private podcasting? Because it was kind of new. And so what we're trying to highlight there is like, it is still new. It is still like unique in the marketing world. There's still a lot of unique ways to...
to use it, but that also brings value for your customers and your clients. And so we like to show that, right? We like to show like, hey, it hasn't been around that long time because it kind of attracts those early adopters like, oh, cool. I think in the marketing space, there's so many things that are trendy and all this stuff. And so we want to show people that we are making it what it needs to be, like what private podcasting is, like our audience, like our users. And so yeah.
initial question is less like from a typical case study perspective, like what pain were you in? Like why, you know, we don't position it like that. It's like how horrible was your life before you found private podcasting? Like, I don't think that that's like what our product does to people. And so ours is more like, what's like the unique way that made you go like, this will work for me? Because you took a chance on something in business that like, you're just like, oh, this is unique and different. Like, why do you think
we just interviewed somebody who has a subscription box or she just sold the company a little bit ago, but she had a subscription box, so very physical product, right? And she just was like, oh, I could use it in this way. And it's like, see, like those first people that like no one would ever think a private podcast would work for them, like took a chance. And so we like to hear like, what was it that made you say, yeah, I'm gonna add this to my business? Like, I'm gonna drop things and make this, right? And so I think...
unique to us, right? I think as your folks that are listening, like just thinking about your business and your customers and your ideal folks, like what do they need to know before they like sign up for whatever you do, right? And it's like, what do they need to believe about themselves? What do they need to believe about you? And so for us, it's like not like private podcasting is going to solve all your problems in business or like, oh, you're in so much pain because people
Lindsay Padilla (28:24.09)
I mean, maybe there's that, like we do talk about that a lot. Like it's really great when people actually like finish your content, but we don't like start like that. You know what I mean? So when I think about the types of questions we ask, it's really about highlighting your values like we talked about and like the power of, yeah, like highlighting our values, but also like highlighting our ideal client and our ideal users.
values as well. So then when someone's listening is like, Oh, yeah, that's how I think marketing should be. Or like, that's how I want to feel, right? When I release something or when someone reaches out about how they love my product, like, that's how I want to feel. And so I think that's like where we started when we thought about the questions.
Brittany Herzberg (29:10.085)
Yeah, I think that's really great. And I love also hearing that it's kind of it sounds like you do like the before and then what was the experience like and then the after like where you know that you've used the product. But you also bring up another good point, which is that not everything is necessarily solving a problem or something that we would think of as solving a problem. So they're in case study creation, I like to point out Well, with keyword research and with case study creation, there's two ways that you can think of it, you can think of it as I'm solving a problem.
So then asking people, like, what is this problem that I helped you solve? And there's this other option that you have, like, what was the desire that you had, which is what you were hinting at with those questions that you're asking, which is like, why, why was this so intriguing to you? What did you want to do? So if you're listening, don't feel like you have to be solving.
all of the world's problems with your service or your offer or whatever that is, it could be just this like, people have a thing that they want and you're helping them like, get closer to that desire instead of solving a pain and I keep doing this like, in front of me, behind me thing because I feel like behind me is almost this like, what's the pain that I want to get rid of and then in front of me is like, what's this thing that I want to go to exactly. Yeah.
Lindsay Padilla (30:14.466)
what I want to leave behind, yeah.
Brittany Herzberg (30:20.881)
You have given so much helpful stuff in this conversation. I feel like we could probably talk for like the next three weeks. But instead of doing that, let's tell people where they can go to connect with you and find all the things. And of course, I'll make sure everything is linked below.
Lindsay Padilla (30:34.89)
Yeah, I think the best place to connect right now is either on Instagram, which is just helloaudiofm is the handle there. But like more community type stuff is definitely our Facebook group. So we have a Facebook community that is helloaudio.community as a URL, or you could just go into Facebook and search helloaudio community. And that's a great place where you can see other business owners ask questions about how like, hey, is this lead magnet title makes sense or like.
Are you calling it a private podcast for your clients? Like that kind of thing. So that's a cool place also to connect and be able to basically ask questions and stuff like that as well.
Brittany Herzberg (31:16.633)
I love this. I love it so much. Thank you so much for coming on and just being super transparent with everything that went into all of your podcasts.