unsuitable on Rea Radio


Thanks to Dave Cain, CPA, Executive Principal at Rea & Associates, and host of unsuitable on Rea Radio, for being my guest on this episode of Note To Future Me.


Brett Johnson 0:00
Before we get into the weeds of business, I want to talk to you about any or a nonprofit that you give time, talent or treasure to.

Dave Cain 0:12
We actually have a very large not for profit practice in our Dublin office. By that it’s consulting, it’s auditing its tax work. It’s serving on boards, it’s consulting. So we understand that industry very, very well. In fact, we, we look for opportunities for our people to participate in not for profits. So and, you know, not for profit industry means a lot of things for us, like associations, those are not for profit, which sometimes people don’t think of those as, you know, as not for profit, but they are, and then you’re, you’re basically you 501c3.

Dave Cain 1:02
So, yeah, we give, we try to get back in the form of time, sometimes services, although, although lately it’s been a little bit difficult to do in kind services, especially if it’s some tax or auditing services, or just some more ethical things surrounding that, then then maybe before, especially on if you’re auditing somebody financial statements, you know, it’s a, it’s a bit of a challenge to give back some in kind stuff there. But we find that the way.

Dave Cain 1:38
I’d say out of our see, we have, we have 12 offices and the majority of our auditing practices here in the Dublin (OH) market, or Columbus (OH) market and a lot of that is inside I-270. So it’s inside the city. Lot of arts and a lot of associations give you an idea. Farm Bureau is one of our clients. We see if I’m pointing right where’s where’s The Shadowbox?

Brett Johnson 2:15
Oh, probably back behind you.

Dave Cain 2:17
Yeah, you there. Yeah. There we go. There. There. Yep. They are a client of ours. So that kind of gives you a picture of our different clients.

Brett Johnson 2:26
On your website, where could they a non profit or not for profit, find that information?

Dave Cain 2:31
They can just go on and there’s a services box drop down. And it should be easy to find, if you can navigate website. We’ve tried to make it as user friendly as possible. We just actually kind of redid a lot of things in the last year, I have to make it easier for you to go in and search because if you spend and you know, from being in the business, you go there, you can’t find a you’re out of there.

Brett Johnson 2:58
Don’t take a lot of time before you do.

Dave Cain 3:01
Yeah, exactly.

Dave Cain 3:07
Do you happen to know Brad Circone? He has helped us with our branding, and actually is producing our podcast in our website. And that was kind of the glue that helped us put everything kind of together. You know, somebody that had that, that background. So he’s the one that comes in, brings the mix in and produces and edits and, and we’re pretty committed to releasing once a week.

Brett Johnson 3:44
That’s good. Well, it helps to have that person directing and professionally, I put that in quote marks, because directing can mean a lot of different things. But it’s keeping you to task. Saying that we’re going to be in the room here doing this next Tuesday. Be prepared for four of them, and you walk in, it’s gonna be ready for it.

Dave Cain 4:03
Yeah, and I think that’s in your notes. And that’s one piece of advice I’d certainly would give someone as you have to have it professionally done. This is this is not something you do it yourself, you probably could. But if you’re not trained in it, it’s just it’s just…

Brett Johnson 4:22
I don’t think you’re gonna be happy with the end result.

Dave Cain 4:24
You’re not. And it would be inconsistent. Because then you would say you something else would get in the way then? Oh, we’re not recording podcast. Alright, so it’s on our calendar. And it’s the second Tuesday or second Thursday of every month. And if you miss it, we will break your leg.

Brett Johnson 4:47
Well, let’s talk about your background. Obviously, you mentioned earlier to me whether I’ve recorded it or not, you’re not a broadcaster.

Dave Cain 4:56
I am not.

Brett Johnson 4:57
So let’s talk about your your adventure to this point. How you started with your career moves. And now you’re a podcaster.

Dave Cain 5:06
Yeah, how about that. I started with ran associates just about 40 years ago. And my, my specialty if you will, is I work with emerging businesses, both on tax consulting, planning and things like of that nature, and really enjoy, you know, that aspect of it. And it just so happened, the podcast spot came open after about 50 episodes. And they asked me if I wanted to do it went for a tryout if you will. And I won of course, I was I was, I was in pretty good shape doing that. But what helps me with with being the host of the podcast, which which you can, again, relate to it, it’s not the easiest thing in the world to be the host.

Dave Cain 5:59
You’ve got to figure out the right questions you got to study. But one of the things that helped me is virtually all of the topics that we cover, at least with it’s if it’s tax and consulting in, in business, I know a little bit about each of those topics. Sometimes I gotta do a little bit of studying. But for the most part, I’ve either touched it, felt it, read it talk to somebody had a client in that in that industry. And so that’s what makes it work for me as far as being able to ask the questions and the right questions.

Dave Cain 6:37
Now, we’ve, we’ve discovered a little bit by design, is there some things that we don’t touch. Obviously, the political side of things is, is been a little bit challenging the last year, especially with new Tax Act…

Brett Johnson 6:53
I was gonna say that it kind of meshes together. You have to touch a little bit upon it, but do you don’t necessarily have to make a comment on it. Just this is the way it is now.

Dave Cain 7:02
We see where our guest wants to go. And, and I’ll I’ll typically talk about the new tax law and winners and losers under that, and what do they think about that? And if they could change the tax law, you know, had one day to change the tax law, what would they do, we can take them up to the edge without making it, you know, too political.

Dave Cain 7:33
And that’s by by design, because you never know your listeners where where their platform is. So we steer clear of that. Some of the things that really work for us are when you talk about topics that are Hey, we’re CPA firm, but you know, we had one where we talked about opioid addiction, and that was a very well received was a very tough one very, very challenging one.

Dave Cain 8:05
A fun one is when we talk about millennials versus baby boomers always, always always fun.

Brett Johnson 8:17
And that can be politically charged as well!

Dave Cain 8:19
It is politically charged, you could get some folks going on that. HR, human resource, always very, very popular. Some of the real technical deep dive stuff is ok, but not as not as great as some of the non technical. Certainly the recent change in the sales tax rules, some of those with the South Dakota vs. Wayfair, that’s that we’ve had a lot of broadcast on that. And that’s been very, very, very popular also. So we try to change your topics and we study. And our marketing team does just phenomenal job of getting me prepared. Here’s the the notes, the cheat sheets, our guests come in, and we we try to have fun.

Brett Johnson 9:08
How did the process begin? I know this would before your time. But how did it begin to talk about having a podcast for a CPA firm? That really isn’t usually the business category, you think about having a podcast.

Dave Cain 9:26
Well, you know, I can tell you how it started in in I was a bit on the ground floor is there were three of us, Mark Van Benschoten, a fellow partner mine, myself and Brad Circone, we’re just brainstorming, and we were off site having a libation if you will. And it came up that we should do a podcast or start thinking about a podcast. And we started challenging that. And so do you know what, that that’s maybe an avenue to go, because it may help us with our overall theme of what our culture is, and what we want it to be and what we wanted to, you know, to project it to be.

Dave Cain 10:12
Plus showing off the incredible talent that we have around the firm. So we started thinking about that, and how would that mesh with our overall strategy and our strategic plan. And what we what we found is that boy, it meshes pretty nicely.

Dave Cain 10:32
But I’ll tell you, it was a hard sell. You know, we went to our marketing team, and they said, You guys just how long were you at happy hour, we’re going to do a podcast? And and we said, Sure. And we explained it, and they got on board. And then we went to firm leadership. And they said, “You guys are going to do what? You’re going to spend what? What’s our rate of return on this? What’s going on?” Must have did a pretty good job of selling it. And, and we sold it, and off we go. And we’ve had leadership on we’ve had our marketing team on and they enjoy it, and we have fun with it. And that’s, that’s one thing.

Dave Cain 11:15
But I would say going back is we try to tie it into what our culture was in what our strategic plan would be in in with that we wanted to, like I mentioned earlier, we wanted to highlight the incredible talent we had around the firm. You know, we’re a firm that has specialists and we wanted those guys to, and gals to, you know, just come on in. And that would be part of their personal branding. And so we use that to to our advantage. And also tied it into the content marketing that our marketing team was doing at the same time. So it’s it’s all tried to tied together. And that’s what I think would make it work versus if we just went and said, “Hey, we’re having a podcast, we’re just gonna have fun and see what happens.” We we probably wouldn’t have lasted this long, but tying it together to our strategic plan and the mission and all that and never lose sight of that. That really helps solidify where we want to go with it.

Brett Johnson 12:21
How long from first discussion to first episode published did it take?

Dave Cain 12:25
I would say, I’m just going to guess on that. But just kind of the time frame probably six months. So it didn’t take long. And I was actually our first guest, unofficial guest. I was not the first host. And so we experiment a little bit and said, Well, that sounds pretty good. Second one, it sounded pretty good. Third one, not so good. Fourth one, not so good.

Dave Cain 12:56
And, and so, you know, first of all, we were batting 50%. And then it started getting a lot better, just as everybody got kind of comfortable with, with what it is. But I would say our message we try to keep it consistent. Meaning we’re gonna we’re going to release every week. And I think we release and maybe Monday evening, Tuesday morning, somewhere in there. I don’t know what what the total schedule is. And so we have one being released every week, different topic. And we haven’t run out of topics you think you you run out of topics to talk about. But in accounting, the tax, the consulting, healthcare, you never run out.

Dave Cain 13:42
And then we also invite our clients in and do a webcast with them to help them maybe as as part of their marketing. But again, we’ll talk to them does that fit with what what you guys want to do? And a lot of times it it does. Or they come in, they have a cause they want to talk about and and we build and try to build in the, you know, the message in there

Brett Johnson 14:09
You are in deep with scheduling, obviously, what is the process? How are you doing this? I mean, and technically that have just a Google Calendar set up? How are you nailing these interviews that they know exactly when they need to be there, what’s being covered? This is a weekly interview podcast. It’s a lot of machinations going on in the background to make it work, especially when you’re batch recording four or five at a time.

Dave Cain 14:38
Right. Right. You know, hats off to to our, our marketing team at Rea & Associates. They do i’m not involved with the scheduling, thank goodness. I, I I’m I’m being scheduled just like everyone else. But let’s say, Brett, that we wanted to schedule you is you would get you get a phone call from Abby from our marketing team, see if you were interested. And then tell you a little bit about the podcast and the points that you want to, you know, emphasize, what do you want to talk about, not what we want to talk about. And then those are shared. And then you get a Google invite on your calendar and I get one and boom, it goes on. And and our team knows that it’s you know, every other, you know, every month every second Thursday, and you can’t cancel because when you’re scheduled that tight and you have one release a week, if you cancel we we’ve got a hole in the schedule.

Dave Cain 15:41
So we always try to stay one ahead. And so some some weeks, we’ll do five instead of four. But that is a challenge is someone scheduled. So you got to have something in your back pocket that maybe there’s a staff member that you can call in and and just get them off guard. But you got to be ready for those things because it is a little bit disheartening when someone is scheduled. Of course, we’re paying for production time. So you know, we’re going to produce I don’t know, I don’t think we turn in, you know, a bill for for that. That’s kind of the scheduling is a challenge. We don’t do telephone interviews.

Brett Johnson 16:20
I was going to ask about that in regards to, you know, logistics because you have to travel to your office. But obviously, if you’re getting the reverse that people want to be on your podcast, they have no issue of traveling. I still think that businesses need to get over that. Don’t worry about it. Unless, again, it’s something from California. Yeah, or something. And, you know, again, your, your focus is different.

Dave Cain 16:43
We would do it if if the topic was right. And the and the person the guest was was was awesome. We would do that. We just found better success doing it in person.

Brett Johnson 16:59
I think it’s difficult to do an interview that’s not face to face. It’s hard as right. There’s an art form to that, especially with video. Even though you think that it will bridge the gap, it doesn’t do it.

Dave Cain 17:13
There’s something missing we’ve, we’ve experiment is just something missing with it. It’s okay. But there is something missing, you know, the stuff going around, you know, the, the outside everything. And of course, you know, we use our, our, our team and some of them are, you know, extroverts. Some are introverts and some love doing it. Some are, like, scared out of this world. And so we try to loosen them up a little bit. When they get in there. Once they get loose, and they they go.

Brett Johnson 17:50
The biggest compliment, you can probably have to say, walk out going, Wow, that was fast. That was easy.

Dave Cain 17:55
That’s what they said. It was 20 minutes, you know.

Brett Johnson 17:58
And that’s the best comment an interviewer can have.

Dave Cain 18:01
We’ve tried to keep it 20 to 25 minutes depend on the topic. And then we try to break it on to but somebody comes in, it’s really uncomfortable. We, we, we kind of know that going in. We bring a little portable bar into the, you know, into the room. And hey, you want to you know, you want to have a beer while you’re doing this. And some yes, some no. But after they’re done, they’re drinking the beer they want to stay around for the next podcast. You can’t make them leave. “Get out of here.” You know, it’s time go.

Brett Johnson 18:35
But I have a beer!

Dave Cain 18:38
So you know, we we do it in in a fun way to try to try to get it going and trying to keep the topics fresh. Again, that we by the time we record and release there might be three weeks to a month, so we pay close attention to what the calendar is. Like right around the election right around the time the tax law changed, we were ready to go it right after they released it. Now our our our information wasn’t the freshest because we had been studying and we didn’t know the final results we had to go back and and work through that. But you know, we tried to stay ahead of that keep it topical.

Brett Johnson 19:28
How is the the podcast been coexisting with the blogs that you do, or newsletters?

Dave Cain 19:34
What we do is we try to have those interact. In other words, if if you were to go on to our web website, and you would look at your bio, for example, in your bio would be any blogs that you’ve written any podcasts that you have done, so they’re tied together, if you would receive an email communication or email newsletter or blog from us, there may be a short blurb of what this week’s podcast is all about. So we try to make sure that those interact and and that’s been that’s been very successful for us. And I would say our marketing team has done a great job of doing that.

Brett Johnson 20:26
There are some nuances to those touch points without being too much in your face. But reminding the recipient that the podcast exists, that a new episodes coming up that this might be one you want to listen to.

Dave Cain 20:38
Sure. We will push it out to our clients. Our marketing team will say, Well, hey, Dave, why don’t you send this podcast out to all your manufacturing clients or all your professional clients? There was one that we did a podcast that we did by our the head of our tax team Chris Axene, and he dissected the deduction for meals and entertainment, and the tax impact and the tax changes. And it was it was really good. And so what we did is we sent that out to a lot of our clients and said, here’s what you have to do to deduct those type of expenses. So and that one was kind of kind of charged up so we we had fun with that one.

Brett Johnson 21:29
Are you using the podcast then to focus on new clients, sending them your expertise in an audio format that “we know how to do this.”

Dave Cain 21:42
It’s part of the process. Yes, I would say we use it for that. Not primarily.

Brett Johnson 21:50
It’s the tool at your disposal

Dave Cain 21:52
It’s a tool at the disposal. You know, if we were let’s say we were in a proposal for a manufacturer we may we may send them a couple podcasts on manufacturing. Or invite them in for a podcast to present their business or present a topic. For example manufacturer we may we may call you in and so in in call you it’s not the right, but invite you to come over have a good time talk to us maybe about tariffs. You know, we’ve heard a lot in in in in the news about tariffs especially with the auto industry now. And and and in the course of our discussion of tariffs we’ll talk about your business as a manufacturer. So so you may be invited to come in and talk about a a very sensitive issue to you or one that has passion but we’ll try to tie it back to your business.

Brett Johnson 22:55
You’ve made mention, and I’m glad you have, made mention of your schedule of how demanding it is, but rewarding. How did you decide to do a weekly schedule, or continue to do a weekly publishing schedule?

Dave Cain 23:10
Well, first of all, it became a challenge to get people’s schedules coordinated and and you being in the business, can appreciate that. And so we decided we were going to stick to it and stay with one day a month. And that was it. The marketing team knew it was would that was going to be it, our production team knew that was going to be it, I knew it was going to be it. I tried to sneak out a couple times playing golf or vacation, they wouldn’t they wouldn’t let me. I had forgotten that it was that day. But they send those calendar invites out. It’s on my calendar for the next year. And I would say scheduling would be one of the challenges that’s way up there, you better have a game plan of how you’re going to do that. Because if not, you get you get stuck a little bit. And and so that’s one.

Dave Cain 24:04
The second, we we talked about earlier is tied into what you’re doing, you know, around the, you know, the company or the firm as far as your blogs or or your newsletters or your marketing. I don’t know that we would have been successful if we wouldn’t have done that.

Brett Johnson 24:22
Right. Yeah. So with the guests coming in? Are you offering any collateral, I guess you could say, or any anything to help them share those episodes as well, to their people?

Dave Cain 24:35
They can use that at their, you know, well, however they want to use it will ship it out to them. And, and if they want to edited it a little bit different way or cut up. We can we can do that. But we do have a little bit of limitations. Because you got to be a little bit careful with that. But yeah, if if, let’s say your business came in, and you said hey, can I get a copy of this podcast? Can I put it on my website? Absolutely. Absolutely.

Dave Cain 25:05
Now what we we do do we also while we’re doing it, do a YouTube release, that’s a lot tougher. And I some days I don’t even know they’re doing the YouTube channel. Oh, boy, I wish I wish we wouldn’t have done that. But it gives us a chance to, you know, wear ugly Christmas sweaters and dress up for Halloween. And, and have some, you know, I guess some visuals that may make some sense.

Brett Johnson 25:36
Now, the artwork for your podcast is great. I mean, who’s putting that together, that the visual presence that you have is, is top notch.

Dave Cain 25:48
Thank you.

Brett Johnson 25:49
Who’s putting together for you?

Dave Cain 25:50
Our marketing team is involved in that. And they spent a lot of time doing that. I mean, they, I spent enough time with that group to know just how hard they work to get it, they get it right. And they have won awards, especially when we first started producing, they won awards, after awards in our industry in the CPA industry for the podcast, because we were one of the first to, to do it on a consistent basis. Now there’s podcasts that are on training, more of a training issue. But these are just general conversations with, you know, “Main Street” type businesses, we love those kind of stories. So we try to mix it up.

Brett Johnson 26:43
I’m going to get into the nitty gritty here that the businesses need to address this when they walk into looking at a podcast, it’s not the same as putting it together a video that, you know, you can slap it up to YouTube, that’s universal. That’s kind of where you have to go. There are a lot of hosting platforms, lots of technical pieces to this, that yes, can be overwhelming and may stop you from doing it. But at the same time can be navigated through. Lots of podcasting platform hosts, do you remember why you chose Libsyn versus other platforms out there?

Dave Cain 27:16
Uh, I do not. But I did a little investigation because I saw your your question I knew you would kind of ask that. I think it was some of the diversity that was offered. In the different platforms and again, I I don’t get too involved with that. Thank goodness. But our team the feedback I get is it is is good. And so I think that’s the right place to be.

Brett Johnson 27:42
And I think all platforms have their pros and cons. And my question that is not designed to promote one over the other. But I think there are choices that need to be made when you consider because some will do better than others, for your situation. And there’s not a bad thing decision necessarily, you can always move from one to another one. That’s that’s not a big thing.

Dave Cain 28:04
And we’ve I think we have moved to maybe a couple times until we got it right. But researched a few things and, and that’s one of those things it happens behind the scenes that has the host of the podcast. I never I never see but I hear them talking about that our marketing team all the time. It’s like, like they listen to me talking in tax code. They’re talking in marketing code. And so we go back and forth with that.

Brett Johnson 28:32
And you mentioned earlier, you have a gentleman coming in, Brad coming in setting up the equipment doing all the equipment work. What’s your setup? I know, we can take a look at video as well. But in the office space, how are you putting this all together?

Dave Cain 28:46
What we, what we what we do is, is we can be versatile, we can be on the move. And so what we do is we set up a conference room use a small conference room in our office, it’s not a studio, it’s a small conference room, and it works. It’s not the greatest. Of course, we, we’d love to build a studio to do all this. But, but that probably doesn’t make a lot of sense to the, to the bottom line or some other things we have to do. And it works.

Dave Cain 29:19
And the equipment is is top notch similar to your setup here. And it has to be or it doesn’t work. Occasionally it doesn’t work and we got to go chase somebody down.

Brett Johnson 29:33
Always the “ghost in the machine.”

Dave Cain 29:34
But you know, Brad our producer, he’s an old musician, old “rock and roller.” So he understands, you know, the, the microphone. Every now and then we’d like to kind of rip it out and and you know, do something different with it or or dress it up a little bit but the equipment is critical. I mean, I don’t know that I had a podcast we went where we’re doing go we’re didn’t go well. So I kind of take it for granted about the equipment. But you know, this is not like bringing in your your microphone from from home. It won’t sound the same.

Brett Johnson 30:13
Businesses that are taking a look at this as well. And maybe thinking hey, we do have office space that’s not used very often or could be situated as such. What would you suggest as a room to dedicate to one. Size-wise, as well as maybe off the beaten path? Any suggestions?

Dave Cain 30:31
Yeah, I would say doesn’t have to be very large You know, it has to be comfortable I think. Just like here in your studio very very comfortable that way your your audience is comfortable. I think maybe out of the way and soundproof is is important maybe out of the way more than soundproof because out of the way is soundproof

Brett Johnson 30:52
By default.

Dave Cain 30:53
By default, you know, every now and then we’ll hear the landscape guys cranking up their mower, or the siren going by, or, you know, alarms going off, things like that, or shutting the door. Sometimes we leave it in there. It’s just kind of natural, but it is distracting when you’re trying to conduct an interview. So I would think out of the way and we were careful not to use chairs that squeak by design.

Dave Cain 31:25
So the equipment is critical. And it has to be professionally done. I would say has to be that would be a you know, again, as as the host and not behind the scenes. It’s way easier when somebody comes in and says, Hey, here it is. Here’s your timer go. And it’s going. Of course, I can always tell when we make a mistake because they’re all kind of typing and doing some editing there.

Brett Johnson 31:52
I’ll do the same. They’ll mark down the time on the recorder. Oh, yeah. Yeah, they Yeah, that’s a nice feature reference. And hopefully it’s not distracting to someone. I’m talking. Oh, yeah. I’m just making notes.

Dave Cain 32:00
And we have bloopers. You know, we have, we have bloopers, and bloopers are fun. And we track bloopers. You know, they’re, they’re things that have sometimes I I just one time I just lost my voice couldn’t talk. You know, I when you get that cough, you just can’t say the next word. And I had to leave the room. And I just I just gave the speaker kind of the motion to keep on talking. And then and she just kept on talking. And, and she you know, somebody else came over, jumped in the seat. And she just kept talking. And that was I get I get all squared away. And that’s been got back in there. But yeah, we we we certainly have bloopers

Brett Johnson 32:41
And Brad is taking care of the editing and mixing them as well.

Dave Cain 32:44
Yes. And, and we sometimes will kid and make mistakes on purpose. But we try not to. Because editing as you know, as you know, makes your job a little bit a little bit tougher.

Brett Johnson 32:58
Editing is fun. But you don’t want to have to do it. It’s always nice to do a one and done. You add the music and it’s done. It’s just a satisfying.

Dave Cain 33:06
You know, you mispronounce words in you, don’t you? But okay. You know, as long as it’s not egregious. It’s, it’s okay. We like to have I know, there’s some some things we can’t do as far as music. But man, I’d like to take some really good rock tunes or classic tunes and put those in, but, you know, we got to make up around music now. But, you know, I guess I guess being we don’t want to pay the pay the fees.

Brett Johnson 33:41
Not worth it. You think you can’t find the money for studio space? You won’t find it for the music!

Dave Cain 33:46
Yeah. And so we totally as we totally respect that and follow that.

Brett Johnson 33:51
So you tried out for this position? Why did you want to host a podcast? Even though you were at the very beginning stages? I understand. So you had that, you knew where it was going, but that didn’t necessarily mean you wanted to host it?

Dave Cain 34:05
It didn’t. But I had my eye on when it came up. And, and I was semi recruited. Because they wanted a host that had business experience in multiple areas, which, which I fit that bill. They wanted somebody that maybe wasn’t afraid to get in front of the mic. And, and in speak and work at it. And, and, and I was willing to do all of that. But again, the host and you’ve done enough hosting. You know, it’s not the easiest thing. For some it comes natural. Sometimes your guest just isn’t knocking it out of the park. If you get a good guest. It’s great. When you’re your guest is is is giving you one word answers. It’s going to be a long 20 minutes.

Brett Johnson 34:54
Then your interview skills come into play. Why am I asking them Yes or No questions? Stop that.

Dave Cain 34:59
That’s right.

Brett Johnson 35:00
Because they’re taking advantage of it.

Dave Cain 35:01
Yes. And they take away I have this I have a little cheat sheet, you know, in front of me. And it’s a it’s a, it’s a piece of colored construction paper. And, and it reminds me ask, you know, what, why, how to, to get those answers. And then they’ll they’ll take it away.

Dave Cain 35:19
And we also try to this is kind of interesting, we try to do it without notes. Sometimes I’ll have, I’ll have some notes that I have to, because they’re points that I don’t want to forget. But as far as the guest, we, we try to encourage them not to bring notes.

Dave Cain 35:39
And because they’ve already given us their their talking points. But the notes are distraction, because sometimes somebody is looking at the notes. We want it to be just conversation like we’re, you know, sitting at a desk or office. As long as you can get, you know, the micro microphones kind of out of your mind that they’re just, they’re just there you have a conversation it goes goes pretty easily

Brett Johnson 36:03
Future plans for the podcast?

Dave Cain 36:05
We are going change it, we’re going to change it.

Brett Johnson 36:09
I would say I think that’s good. Because it does bring freshness for the listeners as long as it’s not a tremendous amount of change. But for the host, how many times can you do the other than, of course, all the interviews are fresh. Sure, of course. But it is kind of fun. To change it up a little bit,

Dave Cain 36:25
We want to change it up. We want to change it up, and we’re looking at time of the podcast. Now we try to stick to 20 minutes, maybe 23 minutes. Some will go a half hour only if the guest is you know, just just hitting on all cylinders. And we can’t get out of the conversation. We think that’s maybe a little long for some of the topics and so we may take a topic and divided into two podcasts and instead of maybe 30 minutes we we divided into do two separate recording sessions, and can dig into it a little bit a little bit deeper.

Dave Cain 37:05
We try also to keep the topic very narrow. If you and I are talking about the new tax law that’s a pretty in depth conversation. We won’t cover anything. But hey if we want to talk about this deduction or that we can have a good a good conversation and in a period of time. But change you’re going to have to change it and we will and we’re looking at some some ways to do that.

Brett Johnson 37:32
You think your podcast is a template, a good template, for CPA firms?

Dave Cain 37:38
I believe it is. I think they’re to me the equation if you will is our marketing team is phenomenal. And they’re the ones that make it happen. I mean they they’re directing traffic and they’re teaching us how to tie everything together with the content that that they have. And so even though we look at the topics we try to keep it into the you know our content marketing scheme in our strategic plan. And we got to stay focused on that because when we you know take a detour on that it’s it it doesn’t work as well. So that’s you know, that’s very very critical for I think a podcast is somebody outside of the host behind the guys behind the scenes the gals behind the scenes make it they’re the ones that that make it happen.

Dave Cain 38:41
They make my job pretty easy some days. Some days they make it really hard.

Brett Johnson 38:46
Just to make Dave’s day!

Dave Cain 38:48
Yeah when they write the the intros and we change that. We we try not to read stuff but you gotta read things. Reading is way more difficult for certain for me but it’s just I gotta I gotta practice it but it’s just you can tell when somebody is reading and we try to stay away from that. We got to do a few things but freelancing is is better because that’s what when you and I have a conversation we’re freelancing in a conversation we’re not looking at notes or phone or laptop you know things like that.

Brett Johnson 39:24
What advice would you give any business of any category if they’re interested in starting a podcast, how do they begin?

Dave Cain 39:33
I would recommend a couple things. One is I think you have to be very consistent with your processes, in your messages. It’s not one of these things you can produce a podcast for three months, take a break and then get back after it. I think you have to give it a fair amount of time to take its course, see where it goes.

Dave Cain 40:00
For me again, this is as a CPA, and as an as a as an owner in the firm, I need a rate of return, so I need some kind of feel good that it’s working. Whether it’s my buddies call me or I go to their house and they got the podcast playing on the on the loudspeaker you know or or something like that. I get an email jag about it that way I know it’s working or competitor talks about it. But you have to do that. So I would say consistency and be prepared that in the beginning it’s probably not going to go the way you want to go.

Dave Cain 40:42
We also talked about scheduling. Stay way ahead of the schedule and be prepared that that schedule may may change. those are the things that have helped us out tremendously.

Brett Johnson 40:57
What key people should be involved?

Dave Cain 41:00
Certainly the marketing team, they’re number one. I’m not a marketing person never have been and they’ve helped me kind of design how we want to do that so because they can control the strategy for the content. So definitely your your marketing team.

Dave Cain 41:17
And then as far as producers, everyone needs it professionally produced. I’m convinced. I don’t know how we could do it alone. We have microphones, we have the ability to do it, but we decided we don’t want to do it, it’s not the same. We need that professional taking a look at how we’re doing it in in in in tying it together and they and they can bring the equipment. I mean our equipment is is for you know having a listening to a a webcast, not producing a podcast

Brett Johnson 41:59
unsuitable on Rea Radio. Where can our listeners find the podcast?

Dave Cain 42:03
They can find it almost anywhere that podcasts are available. I hear our team say, you know, they listened to an iHeart Radio, they listened to an iTunes, they can go on to our website at ReaCPA.com find it there. If if we have an email if we’ve emailed you there may be a link in there to that webcast. So that are the places that that can be found. It can be found pretty easily if you’re into to podcasting. And what we found the podcast communities alive and well. They love it. They just they love it. Same listeners they know they’ll call us back and say “Oh boy, you know you blew that one.” or you tackle that issue or or or you didn’t go you know you didn’t go far enough with the political debate so you know there’s some things there.

Brett Johnson 42:58
And that and that’s a bit “Thank you.” You’re right, we didn’t.

Dave Cain 43:02
We didn’t. Did you want us to? So we get to feel for that right and you know, mistakes are going to happen and sometimes mistakes are are fun to work with. You know and and you get your your you know, you get you get good people involved with it. They know what they’re doing. And and it’s been I would say it’s been a lot of fun as the host but it is a lot of work. At the end of the day when I’m done. So if we did five podcasts I’m ready. I’m ready for nap.

Brett Johnson 43:38
I can believe that.

Dave Cain 43:39
I’m ready for a nap. But it is a lot of fun because you get to talk about stuff business stuff and some stuff that’s non business stuff and try to mesh together and that’s what made it work for us because that’s the culture of our firm.

Brett Johnson 43:59
Thanks for being guest, I really appreciate it.

Dave Cain 44:01
It was a lot of fun.


Recorded in Studio C at the 511 Studios, located in the Brewery District in downtown Columbus, OH!

Brett Johnson is the owner and lead consultant at Circle270Media Podcast Consultants. The podcast consultants at Circle270Media have over 35+ years of experience in Marketing, Content Creation, Audio Production/Recording, and Broadcasting. We strategically bring these worlds together with Podcasting.

You can email Brett at podcasts@circle270media.com to talk more about your new or established business podcast. www.circle270media.com

About the author: Brett Johnson

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