“How to Become the Center of Influence Through Advocate Podcasting” with Stacey Simms of the Diabetes Connections
As part of my series of interviews about “5 things you need to know to create a “binge-able” podcast”, I had the pleasure of interviewing Stacey Simms. Stacey is the host of Diabetes Connections, an award-winning weekly podcast for and about people with type 1 diabetes. Stacey’s son was diagnosed with type 1 diabetes in 2006, one month before he turned two, and with her background in local TV and radio broadcasting, a podcast was the perfect way to learn and share about the latest in T1D research, information & inspiration. Stacey’s new book, The World’s World Diabetes Mom, comes out this November.
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Can you tell us the “backstory” about why or how you got started as a podcaster?
I have a background in broadcasting; I was a local TV news anchor and reporter and then a morning radio show host for more than a decade. I’ve always listened to podcasts and, after I left full time broadcasting, I found myself talking back to the radio! I couldn’t find a news-focused type 1 diabetes show, so I decided to create one. I left my full-time radio job for a number of reasons, but the biggest was that I wanted to have more control over my schedule. After working the morning shift for 13+ years and getting up at 2:30am, I didn’t want to answer to anyone else’s clock. So I took the leap. It’s not that long ago, but in 2015, podcasts weren’t as much of the conversation as they are now. I knew it wasn’t a sure bet, but I decided to take the risk. I’m so glad I did!
Can you share a story about the most interesting thing that has happened to you since you started podcasting?
While it’s been amazing to speak to celebrities with T1D, professional athletes and cutting-edge researchers, the most eye-opening aspect has been the number of listeners who write to tell me that I’m the only person they know talking about type 1 diabetes. They live in more rural communities or may just not know anyone in real life with T1D. It’s a huge responsibility that I didn’t foresee when I started out. I also had no idea how many adults are misdiagnosed with the wrong type of diabetes. A study this year showed that 38% of adults over age 30 who receive an initial diagnosis of type 2 may actually have type 1. I hear these stories over and over again from guests.
Personally, it’s incredible to have one on one conversations with people who are changing my son’s life for the better. I’ve talked to a researcher who tested the algorithm on his insulin pump and to the CEOs of companies that make other diabetes equipment we use. It’s exciting.
Can you share a story about the biggest or funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
My very first interview was a complete technical disaster. I had two recorders going, just for backup. One of them started beeping at the start of the interview and I couldn’t figure out how to turn the beeping off, so I just turned off the recorder. Then I was so nervous about not having a backup that I spilled my coffee all over myself — luckily I missed the computer! I can’t even plead ignorance. In radio, there’s always a rule about no open cups in the studio. But I managed to spill coffee back then too. I’ve made a bunch of mistakes in my broadcasting career that are laughable and embarrassing. Calling someone by the wrong name, banging into the microphone, forgetting to press “record.” It happens. But you have to put your own ego aside and keep serving your audience. No crying over spilled coffee!
How long have you been podcasting and how many shows have you aired?
I launched June 2015, so four years. As of this writing, 235 shows! We produce every week except Christmas and put out some bonus episodes. I highly suggest podcasters set realistic goals and share them with the audience. My listeners know there’s a new show every Tuesday and I have to be consistent with that. Many new podcasters set such high content production goals that they let their audience down very early on in the process.
What are the main takeaways or lessons you want your listeners to walk away with?
No one with diabetes should feel alone, whatever type of diabetes you have. My show focuses on type 1, but all types of diabetes can be very isolating and feel relentless. Find your community online or in real life; making those connections will help you more than you can imagine. Most of the information in T1D is coming from the patient community. We’re lucky if we see a physician a few times a year for 15 minutes. I urge people to check with their doctors before making any care changes, but we have to acknowledge that peer support among this group is invaluable.
Check out the full interview in Tracy Hazzard’s Authority Magazine article about Stacey Simms!
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Podcaster Influencer, Stacey Simms of Diabetes Connections Podcast shares the best ways to:
1) Book Great Guests. Put your audience first. What do they want to hear? Even when you’re just starting out, you need to have an idea of who your listener will be. That can change over time, but if you start from what your audience wants, you’ll be fine. Is that information, entertainment, empathy? Make a list and start reaching out. Sometimes there are layers of public relations people, sometimes it’s a simple request on Twitter. Go for it and be patient. And work your network. If you’re in the right niche, you likely already know a few people who can start connecting you.
2) Increase Listeners. Unless you already have a large following or are a celebrity, this one takes patience; you need to build good content and credibility before you build a large listenership. Make it easy to find your show by being on every podcast app and explaining how to listen. Depending on your audience, you may have to explain more than you think. I meet people all the time who ask how to watch my show or who don’t know that podcast subscriptions are free. Understanding podcasting is still unchartered territory for a lot of potential audience members
3) Produce in a Professional Way. Keep it simple. I plug a microphone into my computer and use free software to record. I did hire a professional editor about a year into my show, but I still record the same way and my guests are almost all via phone. Studio quality sound is nice, but it’s not more important than great content. It’s a balance. Crappy audio will turn everyone off but good enough is good enough. You don’t have to spend a fortune. I recently interviewed the CEO of a diabetes tech company while he was in his car. I made him get off speaker phone, but we did the whole thing via his cell. It’s episode 233 if you want to listen. It sounds fine.
4) Encourage Engagement. Be an organic part of your community. Read everything. Ask questions. I started a closed FB group for the show last year and it’s been fantastic. I can ask specific questions and get my passionate core listeners to weigh in. And they can more easily communicate with me and each other that way. I’m traveling to more diabetes conferences and events now as well, both as a speaker and as an attendee.
You can’t sit back and wait for listeners to engage. Put yourself out there, even if it’s just to ask random questions or bring up topics that aren’t on the show. Let yourself have some fun.
5) Monetize. Not every podcast needs to make money. Some can generate new business for your existing company, some are just for fun. But if you do want to monetize through sponsorships or commercials, recognize that you’re not selling yourself. You are selling your audience. And you need to do right by them.
You can ask your audience for money to keep the show ad-free through Patreon or other similar services. I decided early on not to do this. Diabetes is a very expensive condition — don’t get me started on the price of insulin (and if you do want to, start following the hashtag #insulin4all). I can’t ask my listeners to pay for one more thing. So I went the sponsorship route. There are formulas for this, but when you have a specialized niche audience, there may not be a road map. Sit down and make your own a plan.
What makes your podcast binge-listenable? What do you think makes your podcast unique from the others in your category? What do you think is special about you as a host, your guests, or the content itself?
Check out the full interview in Tracy Hazzard’s Authority Magazine article about Stacey Simms!
