Episodi
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Many podcasters tell me they don't think they have a personality. We all have a personality. It just depends how we want to use it.
People come for your content. They come back for you. Become magnetic by developing and embracing your personality.
LINKS:
Audience Explosion Workshop - http://www.PodcastTalentCoach.com/workshop
Podcast Strategy Call - http://www.PodcastTalentCoach.com/apply
WHAT IS PERSONALITY
A personality is the combination of characteristics or qualities that form an individual's distinctive character.
I want you to be a magnetic character who attracts people to you. But I don't want you to create some character that isn't true to who you really are.
Defining your personality and character is an exercise in self-evaluation. You need to dig deep to find the qualities that make you unique.
PODFADE
Many podcasts fade away after about 7 episodes.
I thought this stat was an old wives' tale until I did the research.
While on a call with a client, we were looking for podcasts where she could be a guest. As we looked through the podcasts in her niche, we realized many of them only had published a few episodes and had faded away years ago.
There are around 4 million podcasts today. However, only half of those podcasts are actively publishing new content.
Podcasts fade away for 3 reasons.
Podcasting is more work than they thought it would be.
The show doesn't grow as fast as they thought you would. You can join us for the Audience Explosion Workshop - http://www.PodcastTalentCoach.com/workshop.
And, the show doesn't make money as soon as they thought it would.
These can all be solved with your personality.
PERSONALITY SOLUTIONS
People will come to your show for your content. They continue to come back for you.
Creating a podcast every week becomes difficult when you are trying to teach something new every week.
The show doesn't need to be new information every week. It needs to be new context every week.
Teach the same principles through different context. Add stories, case studies, your personality, and a fresh perspective.
Dave Ramsey hosts the Ramsey Show. It is a 3-hour daily radio show and podcast that began in 1992.
On his show, Dave answers listeners questions about personal finance. Nearly every question is answered through the filter of Dave's eight baby steps to get out of debt and build wealth.
Nearly every answer for decades has been one of the 8 same answers.
Dave's show is one of the top five most-listened-to radio shows in the country. People aren't coming back every day for the answer. They come back for the stories. It's all about the context.
STOP TEACHING
As you are creating your episode, stop teaching. Make it less about the how and more about the why.
Information isn't engaging. Entertainment attracts listeners.
When I was getting my architecture degree, I had a professor who taught architectural history. Every morning he would turn off the light, turn on his projector, and read his historical notes of every building he showed.
I could barely stay awake in that class.
In high school, I took U.S. History with Mr. Johnston. When he taught topics, he would tell stories that would bring the characters to life. I'm not a history fan, but loved that class.
Both classes where teaching history. But the engaging class was about the story, not the information.
I'M NOT A PERSONALITY
Many people don't think they are entertaining. They don't feel they have a great personality.
You don't need to be over-the-top to be a great personality. Stand apart from the rest by being yourself.
It doesn't require that you be funny or boisterous. You don't need to be Howard Stern or Gary Vaynerchuk or Dave Ramsey. Get noticed by being authentic.
Consider Barbara Corcoran from Shark Tank. She is a big personality without being larger than life. You just love her for who she is.
How about Mel Robbins from the Mel Robbins show? She is a former on-air commentator for CNN and contributing editor for Success Magazine.
Mel is an amazing personality because she is authentic. She shares her wins and losses on every episode. Her personality isn't over-the-top. She is just herself.
You can be yourself. It just takes a little bravery to embrace who you really are.
CRAFTING YOUR PERSONALITY
So how do you craft your personality and begin to show it to everyone?
Becoming a well-known personality who can transform into the "go to" influential authority in your niche requires five elements.
Using these five elements will make you interesting.
First, you need an Origin Story. How did you get your superpower? It's the thing that make you who you are.
Next, you need foundational principles. What do you stand for and what do you stand against? Pick a side.
Then you need stories. These are examples that support your principles.
Next, you need a transformational moment. This is the point in time when you realized the thing that changed your life.
Finally, you need tribe lingo. These are the words and phrases that you use frequently that make people feel like they are part of the club.
Your personality will come to life when you tell stories of your transformation that are infused with your principles and tribe lingo.
WINNING WITH YOUR PERSONALITY
When you embrace your personality, you will begin to develop relationships with your audience.
People will be attracted to you, because they feel like you are their friend. The more you share about yourself, the more people will get to know you and decide if they like you.
One of the biggest complements comes when someone meets you for the first time and they tell you they feel like they know you because they've been listening to your show for a long time.
That's the power of podcasting and personality.
Stop teaching information and start sharing your stories and personality. You'll become the well-known, influential authority in your niche before you know it.
If you don't have a mentor who can take your hand and walk you every step of the way, go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. We will develop your plan and see how I can help and support you to achieve your podcast goals.
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AN EFFECTIVE INTERVIEW REQUIRES STRATEGY
Interviews can be a powerful tool for your podcast. But creating an effective interview requires a strategy and plan.
In this episode, I want to show you how to use strategic questions to craft an effective interview that helps you reach your goals.
I'll also share a recent interview I conducted with popular music artist Teddy Swims. We'll dissect it to see what makes it an effective interview.
Get details on your Podcast Strategy Coaching Call with me here:
https://podcasttalentcoach.com/strategy-call/
WHY DO YOU INTERVIEW?
You first need to ask yourself why you are conducting interviews in the first place? What are interviews doing for you?
Solo episodes build your credibility. Interview episodes build your network.
When you create a solo episode, you have the entire episode to demonstrate your expertise, share your story, and connect with your listeners.
The episode is all you. But, a solo episode also requires you to do the heavy lifting and create all the content yourself.
Doing a show by yourself doesn't require coordinating calendars to schedule the recording, which is a big benefit to me. I like to record when it's convenient for me. That may not be as convenient for a guest.
You will also be the only person promoting a solo episode.
When you create an effective interview episode, you don't have nearly as much room to demonstrate your expertise. The spotlight needs to be on your guest.
However, I'll show you how to get creative to interject yourself into the episode.
On the other side of the coin, there are many benefit to interviews.
When you interview guests, it is easier to create content. To build an effective interview, you simply need to create a few great questions with a story arc. Then, have a great conversation by being a good listener.
It is also possible that your guest will promote. This usually happens when you make a clear ask before the interview and make it incredibly easy for your guest to share.
When your guest shares the episode, it helps you build your network by getting in front of your guest's tribe.
On top of the exposure to a new tribe, you can also build a relationship with your guest. Over the long haul, this can help you get even more exposure.
EFFECTIVE INTERVIEWS ARE ABOUT MOMENTUM
So, how long should your effective interview be? I get this question often.
When it comes to your content, there is no such thing as too long, only too boring.
I have listened to episodes that are an hour long, and I wish it was longer. Then there have been 15-minutes episodes that seemed to drag on forever.
An effective interview is all about momentum.
Just like your solo shows, effective interviews cannot be information alone. When you infuse story and emotion into your interviews, you keep your listener engaged.
People have learned from story as long as people have been around.
TEDDY SWIMS INTERVIEW
Earlier this week, I had the pleasure to interview singer-songwriter and popular music artist Teddy Swims.
When I attend concerts, I typically go backstage to the artist's meet and greet. This is where a group gathers in a room. The artist comes in to shake hands and take photos.
My wife and I had been looking forward to the Teddy Swims show for quite some time. He has an amazing soul and sound.
Two weeks before the show, my contact told me Teddy isn't doing any meet and greets. He then said Teddy would be willing to do an interview if I was interested.
I jumped at the chance.
Creating effective interviews with pop stars can sometimes be challenging. They are often asked the same questions, provide standard answers, and can be a little standoff-ish.
Teddy has blown up quickly, and I was a bit nervous.
The music of Teddy Swims is hard to define. He blends R&B, soul, country and pop into a mix that is quite unique.
He started publishing cover tunes on YouTube back in 2019. People started taking notice by his unique voice and style.
Teddy released some original songs digitally. But he really rose to fame with his 2023 song "Lose Control". Zero to stardom in 3 years is incredibly fast.
So, getting a chance to interview a guy who achieved fame quickly and probably isn't a seasoned interviewee is a risk.
EFFECTIVE INTERVIEW PREP
As I prepared for the interview, I didn't do a ton of prep. It was maybe 15 minutes. Many people spend hours trying to know everything about their guest.
When I prep for an interview, I find a few select pieces of information that will help me craft an interesting conversation.
I don't need to know everything about my guest. It is my goal to create a conversation that will make the audience interested in my guest.
My interviews are not designed to show you how much I know about my guest. I want to ask questions you would ask my guest.
To create an effective interview, I also want to get my guest to tell stories and be engaging.
So now I'm walking into an interview with a guy who is fairly new to this game, and I need to make it as easy and comfortable for him as I can.
To make it worse, Teddy did two interviews right before I walked into the room. How can I ask questions that are different enough from those past two interviews to keep him engaged and excited?
I walk into the room and it is much different than my usual experience with an artist. Teddy is the only one in the room. There is no security or road manager. There is no handler. It's just Teddy.
Many artists are uncomfortable being alone with anyone. Now to be fair, my contact was with us. But that was it.
Teddy and I had met once before. He remembered that, and it was an easy way to open the conversation.
He couldn't have been more gracious. As we sat down, I quickly realized Teddy Swims is much more seasoned than his few years in the business would lead you to believe.
THE INTERVIEW
First, I'll play the interview for you. Then I'll dissect the interview and explain why I asked each question.
Remember, my goal is to get you engaged by getting Teddy Swims to tell stories. I also want to make you more interested in him than you were before you listened to the interview.
Enjoy my interview with Teddy Swims.
THE PARTS OF AN EFFECTIVE INTERVIEW
Before we start to dissect the interview, I want you to either close your eyes, or if that's not possible, focus on something.
Now without looking at your podcast player, I want you to guess how long that interview was.
The interview was 7:48. Did it feel that long? It's my hope that the stories gave the interview great pace and momentum.
So let's look at each question and why I asked it.
MTV VIDEO MUSIC AWARDS
Question 1 was, "Who was the coolest person you ran into at the MTV Video Music Awards?"
This question was designed to open the conversation with a story. I wanted to make Teddy comfortable so he didn't have to think much. The event was fresh in his mind.
I did not want to wander into the interview. There was no "tell us about yourself", "how are you", or "what's been going on". We hit the ground running.
INFLUENCE
Question 2 was, "What artists have influenced you most?"
This questions was built to be similar to a question like "how did you get started" or "tell us about yourself". However, I want to question to provide inspiration to listeners and really connect you to the diversity that makes up Teddy Swims.
MUSICAL THEATER
Question 3 was, "What was your 'go to' audition song?"
This question was built in a way to provide some background on Teddy Swims without going into his entire biography.
The question also creates an "oh wow" moment. Teddy has tattoos everywhere. Well, at least everywhere I can see, including his face, kneecaps, and head.
He wears jeweled nail polish, crazy sunglasses, and big earrings. His attire consists of a jeweled snap, long sleeved cowboy shirt, cutoff jeans, white socks and sandals.
Teddy is not like anyone you've encountered. Being in music theater is probably not something you would guess looking at him.
This "go to" audition song question is also designed to be a question he has probably never been asked before. Which you could tell by his unsure answer. But like a pro, he pivoted into his favorite musical. That was pro level on his part.
COVER SONGS
Question 4 was, "What is your favorite cover song that you've done?"
This was part of my prep. I knew about
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Episodi mancanti?
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HOW TO SURVIVE THE ENTREPRENEUR ROLLER COASTER
Have you ever been on the entrepreneur roller coaster? It is all about the ups and downs of being an entrepreneur.
IMPORTANT LINKS
Next chance to launch is coming up. See the launch workshop details at www.podcasttalentcoach.com/podcastfast.
If you have a podcast and you're ready to grow now, here's your chance. See my next workshop at www.podcasttalentcoach.com/workshop.
THE BOOK
As I've created this podcast, I've experienced the entrepreneur roller coaster time and time again.
One day it is the best thing going. You get a client to enroll and you're on cloud nine.
The next day you get the email that a client is not renewing and they are moving on. You're bummed for the next three days.
This all comes to life everyday for most of us as entrepreneurs. It is also described in an amazing way in the book The Entrepreneur Roller Coaster by Darren Hardy.
Darren currently owns and runs DarrenHardy.com where he and his team help people be exceptional. He is an author, speaker, and advisor. Darren is also the former publisher of Success Magazine.
In addition to The Entrepreneur Roller Coaster, Darren Hardy also wrote Living Your Best Year Ever and The Compound Effect.
It will prepare you for the wild ride of entrepreneurship. It will warn you of the forthcoming fears, doubts, and the self-defeating conditioning of your upbringing and past. It will inoculate you from the naysayers, dream-stealers, and pains of rejection and failure. And it will guide you safely past the landmines that blow up and cause the failure of 66 percent of all new businesses.
MY ENTREPRENEUR ROLLER COASTER
2024 is a perfect example of my own roller coaster.
This year started with two of my coaching clients and one of my editing clients not renewing for another year. I loved each of them.
It was painful and felt like a breakup.
I knew they had amazing potential. Each of them had achieved so much to this point. The progress was fantastic.
Over the year, I had a few amazing calls with coaches who didn't sign up for the coaching I felt would help them in such a big way.
Each of them had their own reasons. We continue to stay in touch. I believe the time will eventually be right for them.
THE FUN PART OF THE RIDE
Then there were call like my most recent client who couldn't enroll fast enough. He has been in my world for a few years, and we finally got on a coaching call together.
On that call, he signed up and has been knocking it out of the park. It feels so great.
Each time I get on a call with my other clients, they tell me of all the great progress they are making and the lives they are changing.
I just wrapped up a coaching program helping Neil and Taylere launch their "The Leadership Pause" podcast.
They sent me an email that said, "Thank you for everything, Erik! We appreciate all your guidance. This course was terrific."
It has happened in my business year after year. A few years ago it was really getting to me to the point I was going to throw in the towel.
THE DATA
Then one day I looked at the data. I noticed a trend in my business.
Listening to my podcast tends to dip in the summer. My workshops are less attended in the summer. Fewer clients sign up in the summer.
When August arrives, my downloads increase. I have more speaking opportunities. My workshops have great crowds. And more clients enroll.
It's nothing I'm doing. The entrepreneur roller coaster is just the nature of my business.
That's when I realized I didn't need to be scared of that first roller coaster drop. It always happens. Then comes the fun of the turns and loops.
Once I started understanding the entrepreneur roller coaster is natural, podcasting and business became much more fun.
WE ARE ALL ON THE ENTREPRENEUR ROLLER COASTER
I was on a summit this week. During a roundtable discussion with the other experts who were speaking, I discovered we all have our own entrepreneur roller coasters.
We all have our own journey. Don't compare yourself to others. Enjoy your path.
The entrepreneur roller coaster is normal. We are all on it. You need to learn to enjoy the ride.
Step back and examine your roller coaster, so you can anticipate the drops. Anticipate the dips, turns and thrills, so you can enjoy the journey.
Stop looking at your downloads this week compared to last week. Look at this month compared to the same month last year and the year before.
Do you see seasonality in your podcast? Is the roller coaster natural in your business?
Start planning the next year with the entrepreneur roller coaster in mind. When you see the dip in the history, plan things to embrace and counter the dip.
Create content on your podcast people will consume during the dip. Help them with the challenges that happen in their lives at that time.
YOUR NEXT STEPS
Next chance to launch is coming up. See the launch workshop details at www.podcasttalentcoach.com/podcastfast.
If you have a podcast and you're ready to grow now, here's your chance. See my next workshop at www.podcasttalentcoach.com/workshop.
If you don't have a mentor who can take your hand and walk you every step of the way, go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. We will develop your plan and see how I can help and support you to achieve your podcast goals.
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CLAIM YOUR TIME
As you produce your podcast each week, how do you get your time back?
I've invited Kathi Burns on this episode to help you with your productivity and organization. She is a board certified professional organizer.
Your time is something you can never get back. It's important that you use it as wisely as possible.
I want to see you spending your time building your business and working with your clients. When you spend more of your time than necessary producing your podcast, you business suffers.
SPENDING YOUR TIME EDITING?
You may think you can save money producing your podcast yourself. Let's take a look at what that costs you.
There are a variety of things you need to do to publish an episode. As an example, we'll say you need to edit your audio, export it as an .mp3, edit your video, export it to file, create your show notes, create your podcast artwork, create your YouTube thumbnail, create a couple audiograms to promote the episode, upload the episode and artwork to your podcast host, and upload your video and thumbnail to YouTube.
How long will that take you? I'm guessing 90 minutes to two hours. Let's go with 90 minutes.
If you spent 90 minutes of your time hosting a webinar, how many sales could you make? What if you spent 90 minutes on sales calls. What is one coaching client worth to you in lifetime value?
In our example, let's say you sell a $2,000 coaching package. Wouldn't it make more sense to spend $200 to have the production done for you so you could spend your time on sales calls instead of editing?
Even if you only close one out of every four sales calls, you're spending $800 to free your time for four sales calls to generate $2,000 in revenue.
This is how you leverage your time.
This is possible. You can see my basic editing package as an example. See your editing options at www.podcasttalentcoach.com/editing.
ORGANIZE FOR EFFICIENCY
Now if you're going to spend those 90 minutes watching television instead of pursuing business, keep editing your own show.
But if you're going to leverage your time, make it count.
The best way to do this is being organized. Plan your week. Plan your day. Batch your tasks.
Get focused on what you want to accomplish, so you know where to spend your time.
When I create this podcast, I take many of my summit interviews and use them as episodes of the podcast. I record 24 interviews in 3 days. That's nearly half a year of episodes.
As I create my daily emails, I write the entire week on the same day. I get my mind in my connection and relationship mode to write great content and connect with my tribe.
What tasks are you doing every day or every week that you can group together to save more of your time?
KATHI BURNS
These are just a few examples. My guest has many more ideas for your time.
Kathi Burns, CPO® is a Board Certified Professional Organizer, Image Consultant, author and speaker.
As the founder of OrganizedandEnergized.com, her mission for almost two decades has been to end overwhelm, energize, and transform lives by creating systems clients can stick to.
Kathi is nationally recognized for her simple organizing and style solutions. She has also been featured on Good Morning America as a successful woman-owned business. She hosts Organized and Energized! The Podcast.
Kathi is here to help you spend your time more efficiently.
Enjoy my conversation with Kathi Burns.
Big thanks to Kathi Burns for taking some of her time to join us today.
You can get Kathi's checklist at www.podcasttalentcoach.com/organize.
To attend her Get Gone masterclass on October 8th, you can get registered at www.podcasttalentcoach.com/gone.
If you don't have a mentor who can take your hand and walk you every step of the way, go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. We will develop your plan and see how I can help and support you to achieve your podcast goals.
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MONETIZE A PODCAST WITH FOCUS
Focus is the key to monetize a podcast.
[Get info on ThriveCart through my affiliate link - CLICK HERE]
When I started, I struggled until I focused on one offer to one avatar.
As I launched Podcast Talent Coach, I wanted to do everything.
I started with one-on-one coaching. I wrote a book that was to be part of a comprehensive course. There were plans for a membership. I was helping people launch their podcast.
It was everything I could think of to create multiple streams of income to monetize my podcast. But, nothing was working. There was no traction.
Then one day I met my mentor. He taught me the power of creating a signature course.
Through his process, I created my signature course through market research with a single avatar. I focused on coaches trying to grow their business.
He then showed my how to focus all my efforts on that one offer.
My business quickly took off and created my best year yet.
DON'T MONETIZE A PODCAST WITH SPONSORS
Create one stream of income.
Focus is powerful. It is tough to avoid getting distracted.
I know multiple streams of income sounds appealing. But you can't create multiple streams until you create your first. And you can't create your first without focus.
Many podcasters want to start with sponsorships. It's difficult without a real focus. Trying to monetize a podcast with sponsors is a challenge.
Rick was able to get a sponsor in a much different way.
Rick Sizemore is the host of the VR Workforce Studio podcast. It is a podcast focused on Individuals with disabilities and stories of employment including training and education, vocational rehabilitation.
On the show, Rick celebrates the champions of employment who hire people with disabilities as well as vocational rehabilitation professionals and the work they do to create hope and a path forward to employment for people with disabilities so they can work and lead better lives.
The audience for Rick's podcast is very focused and niche. He is totally focused on those in and around vocational rehabilitation.
He connected with an organization who wanted to reach that specific group. Rick showed that group how effective his podcast was in sharing a message with the rehab community.
The group paid Rick a nice sum to be the sponsor of his show. He was able to land the sponsor, because the show was focused on one specific avatar.
NOT ALL LISTENERS ARE THE SAME
Unfortunately, most sponsors don't understand the power of the podcast audience. Most podcasters, sponsors and ad agencies treat ads on podcasts like they are ads on traditional media.
On traditional media, commercials are sold at a rate per thousand listeners. If the rate is $25 per thousand listeners, and you have 2,000 listeners, an ad on your show is worth $50.
But podcast listeners aren't equal to traditional media listeners.
If QuickBooks advertised on a football game, only a fraction of those listeners or viewers would be interested in QuickBooks. Therefore, paying $25 for a thousand listeners doesn't really get them a thousand listeners. It's just a fraction.
On the other hand, if QuickBooks advertised on a small business podcast, nearly every listener needs accounting software. Paying for a thousand listeners will get you nearly a thousand listeners interested in their product.
Podcast listeners are immensely more valuable than traditional listeners. Unfortunately, traditional advertisers treat them the same. You become a commodity with ads and sponsors unless you find that special unicorn of an advertiser that understands the power.
Finding that unicorn takes a lot of time and effort. Time away from your business. Monetize a podcast by focusing on your core offer.
Ads and sponsorships also cap the revenue potential. How many ads can you possibly put on your podcast?
Finally, your listeners don't want ads and sponsors. They are fleeing traditional media to escape ads. How irritated do you get when an ad pops up in the middle of a YouTube video you're watching?
MONETIZE A PODCAST WITH YOUR OFFER
Instead of ads, monetize your podcast by marketing your own stuff. Focus on one offer.
You might think it is easiest to sell a low ticket offer. Something like a $19 book or a $47 course.
The opposite is true.
Price conveys value. If you are offering a $47 course, people think it's worth $47. Few people are clamoring to buy $47 anything.
If it's a $2,000 program, people feel it should be packed full of value greater than $2,000. People save up to buy a $2,000 product.
It isn't uncommon to buy a $47 course and never even start it. When people invest $2,000 in a program, it is much more likely they will consume it.
People value what they invest in.
LOW TICKET TAKES MORE TIME AND EFFORT
It also takes just as much time to sell a $47 product as it does to sell a $2,000 product. A sale is a sale.
Low ticket products also create more headaches. People who purchase low ticket items tend to complain and want refunds.
When I was selling my $497 course, I had multiple people want payment options.
It's a 4-week course for $497. How can I possibly break that into payments.
When I started selling my $20,000 coaching program, coaches would ask how to pay in one lump sum or just simply as how to pay. There were very few issues.
Those who can afford to invest in high-end programs tend to have their business dialed in. They aren't worried how to make a $200 payment. It's more about the results than the price.
I recently stopped offering my free strategy call. It was a struggle to get people to take advantage of the opportunity. People value what they pay for. Then, they would often book and not show up.
Instead of free strategy calls, I began offering an hour of my coaching for $150. You can see it at www.podcasttalentcoach.com/apply.
On the first day I changed from free to the $150 call, I had someone sign up.
People value what they pay for.
MONETIZE A PODCAST WITH PARTNERS
We now have your avatar and offer dialed in. You have offered it and sold it. More importantly, you want to keep selling it.
It is time to market your offer to monetize a podcast.
Instead of buying ads, get partners to promote it.
Joint venture partnerships are a powerful way to market your stuff to your ideal clients. Find partners who are already speaking to your avatar.
When a partner promotes your offer, they are typically paid a commission on those sales. If the offer is digital or a physical product, commission is typically around 50%. When the offer involves your time such as coaching, commission is 10% or 20%.
These sales are tracked through affiliate links. When you have affiliate tracking software, it will create a link specific for each of your partners.
Your JV partners then promote your offer through that link. When their tribe clicks the link to make the purchase, your affiliate software tracks it.
THRIVECART OPPORTUNITY
I currently use ThriveCart. It is a great way to track affiliates and pay commissions. I have been using it for a few years now.
Here is the best thing about ThriveCart. You can currently purchase ThriveCart for a one-time payment rather than a monthly fee like most software.
You can see ThriveCart at www.podcasttalentcoach.com/ThriveCart. That is my affiliate link. When you purchase ThriveCart through that link, I'll make a small commission from your purchase. It doesn't cost you any more. This is just a way ThriveCart markets their software.
Now, I can't tell you how long it will be a flat fee purchase and when they will move to a monthly fee. I can only tell you that as of this recording, it is a flat fee and you own it.
Check it out at www.podcasttalentcoach.com/ThriveCart.
MONETIZE A PODCAST WITH ONE STREAM
Now you have an offer for an avatar and you have partners promoting you. The next step is to do more of the same.
To monetize a podcast, really get your process working. You'll be tempted to focus on other products and additional streams of income. Stay the course.
Get this offer really refined. Make it generate more cash with less work.
It may sound boring, but it's worth it. Avoid the headaches that come with juggling multiple offers. Once your offer is generating over $100k in annual revenue, you can then begin working on offer number two.
Until then, keep refining your primary offer. Sell more to more people.
There are two ways to make more money. First, sell to more customers. Next, make more from each customer by increasing prices or selling more.
Business is a simple process when you focus. To monetize a podcast, focus on your offer.
If you don't have a mentor who can take your hand and walk you every step of the way, go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. We will develop your plan and see how I can help and support you to achieve your podcast goals.
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PEOPLE STAY WHEN YOU CREATE A COMMUNITY
One powerful way to grow your audience is by leveraging communities of other influencers. You can also leverage that attention to create a community.
When another expert will put you in front of their tribe, they are endorsing you. That expert is telling his audience that you are someone the tribe should pay attention to.
As you demonstrate your expertise to that audience, you build your authority and influence. You can then invite them to your podcast.
CREATE A COMMUNITY FOR RELATIONSHIPS
As you create a community that is powerful, you need to build a relationship with your audience. Spend time showing them why what you do is so important in their lives.
Once you've built enough relationship with your why, you can then invite them to get more in your community.
THE COACHING JUNGLE
On this episode, I've invited Marc Mawhinney to join us to talk about his amazing community. Marc had been on the show in the past, and he is amazing.
Marc Mawhinney is a lifelong entrepreneur who has been helping coaches get more clients (without paid ads) since 2014!
He’s the host of the "Natural Born Coaches" podcast, which has almost 900 episodes to date, and the Tarzan of "The Coaching Jungle" Facebook group which has over 25,000 coaches in the community.
In this conversation with Marc, we delve into the art of creating and nurturing a thriving online community.
With a focus on Marc's successful venture, "The Coaching Jungle," Marc gives you deep insights into the strategies and principles that have guided the group to grow to a robust membership of over 25,000 coaches.
Discover the pivotal role that a strong foundation, distinctive branding, and the implementation of theme days can play in establishing a community that fosters engagement and growth.
JUNGLE VIP
One of the noteworthy discussions in this episode is the launch of The Jungle VIP membership, a transformative development aimed at generating recurring revenue and offering an accessible option for members not ready for larger packages.
Priced at $97 per month or $997 per year, this membership includes privileges such as promotional posting rights, expert badge status, access to a private VIP group, and monthly networking meetings. Marc shares candidly about the initial concerns among community members, ultimately highlighting the positive reception and benefits of the VIP program.
Marc Mawhinney brings invaluable advice on simplifying access to your community by utilizing a custom domain, making it more convenient for potential members to find your group.
He also stresses the importance of laying a strong foundation before launching a group—picking a clear and relevant group name, distinctive branding, and consistent theme days, such as Promotion Friday or Book Sunday, to ensure a variety of content.
As Marc underscores, providing consistent value to members while simultaneously monetizing the community is essential for its long-term success.
GROWING YOUR COMMUNITY
We also get into the intricacies of growing an online group, pinpointing the critical tipping point for the Coaching Jungle's growth at around 1,000 members. Marc attributes this surge to increased organic requests to join and emphasizes the necessity of promoting the community through multiple channels, including email lists and a dedicated domain name.
Additionally, we discuss our early journeys into the coaching industry, highlighting similar pricing models and the importance of coaching in generating quick revenue streams compared to creating courses.
We also touch a bit on the value of joint venture partnerships, where Marc shares his successful collaborations with industry peers like Terri Levine and Rob Goyette. These partnerships not only resulted in business growth but also provided rich learning experiences and enduring friendships.
Marc's journey offers practical and actionable insights for anyone looking to build and sustain a vibrant online community.
You can find information on the Coaching Jungle VIP program through my affiliate link at www.NaturalBornCoaches.com/Erik.
If you don't have a mentor who can take your hand and walk you every step of the way, go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. We will develop your plan and see how I can help and support you to achieve your podcast goals.
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START A PODCAST FOR THE RIGHT REASONS
Why did you start a podcast? I'm talking about the real reason.
Coaches tell me they want to grow their audience or make money.
That can't be your real why. When you ask why about seven times, you'll get to the real reason you wanted to start a podcast.
Your struggles to grow and monetize your show has nothing to do with your podcast. The problem is you.
Your podcast is just the vehicle. If people aren't coming for you, they aren't coming at all.
Let me show you why.
THE START OF PODCAST TALENT COACH
When I started my show, I thought I wanted to help people become better hosts and build a consultancy. Over the years, I learned that wasn't my real reason.
That purpose wouldn't keep me motivated.
In 2005, I came across an article in Wired Magazine. The article was about former MTV VJ Adam Curry creating this thing called podcasting.
He was interviewing a guest in his car and distributing the show through the RSS feed technology used by blogs.
This sounded really cool, but was way over my head.
At this time, I had been in radio for about 12 years. The thought of owning my own show in this new medium was exciting. But I had no idea where to start.
Around 2009, I got my first iPhone and started listening to a ton of podcasts. At the time, there were about 80,000 podcasts.
In 2012, I was hooked and started writing a blog about podcasting. The content helped podcasters sound more professional like radio broadcasters.
That blog led to an opportunity to write for the New Media Expo blog where Dave Jackson from School of Podcasting discovered me.
During our conversation, Dave asked why I didn't have a podcast. That was the start of this podcast in 2013.
The show started with the blog content. I was showing people how to sound more professional. Listeners got a lot of tools and tips that we used in radio.
The show struggled to grow. It was struggling, because people weren't dying to know how to sound more professional. More professional also wan't my deep, burning passion.
THE REAL REASON
Then one day I was talking with a client when he said, "If we are able to generate leads, that is awesome. If we are helping change people's lives, and they are reaching out to us, that would be a success. Becoming a resource is the goal."
That was the day I realized my purpose needed to be bigger. Giving people information to sound better was ok, but it wan't life-changing.
As I looked inward and reviewed the clients in my world, I realized I really want to help people become that magnetic, influential personality and show host. Not just somebody sharing information. But somebody who entertains, builds relationships, and can inspire people to take action.
When I can do that, I make the world better. That gets me fired up.
I saw it in my radio career as well.
When I started in radio, I thought the music knowledge would get me to the top.
I shared trivia, music news, tidbits about the bands. I had it all. And, nobody cared.
Then one day I started sharing my story and who I am. I began building relationships with my listeners. That was the day I started my climb to the top and have been there ever since.
Attract people with who you are.
IT'S ABOUT YOU
It's not about your content, but you.
People will show up for your content. They'll come for your 6 steps to success.
But once they learn the 6 steps, nothing about your content will keep them coming back. The only reason they come back every week, is because they want to be around you.
The confidence you portray helps you become magnetic. It's not about what you're saying. It is who you are being while you're saying it.
Your podcast really has little to do with it as well. The podcast is just the vehicle.
It's about authority, not the podcast.
I believe podcasting is the best way to share your message for a variety of reasons.
Podcasts are portable. You can consume podcasts while doing other things. Your show is delivered right to your subscribers phone in their feed. And audio builds relationships through theater of the mind.
WE HEAR IN PICTURES
We speak in words. We hear in pictures.
Stories build relationships. Relationships build trust and authority.
Everyone can be a storyteller.
Stories start with a intriguing introduction. They are filled with vivid details. Great stories end with a powerful conclusion.
Powerful stories are also filled with personality. These stories make people laugh, cry, or marvel at something.
Everyone has a personality. We just need to uncover it and make it shine.
So, why did you start a podcast?
Your successful podcast is about relationships, not ads.
LISTENER ATTRACTION STRATEGY
Attract listeners rather than chasing them.
Let's get clear on your strategy.
Do you want to keep chasing clients or are you ready to stand out as the well-known authority who attracts clients into your world?
Let's build your strategy.
Go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. We will develop your plan and see how I can help and support you to achieve your podcast goals.
You can develop your personality and storytelling. You can become a magnetic, influential personality and show host. Let me show you how.
Visit www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. I'll see you there.
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WHAT DEFINES A SUCCESSFUL PODCAST?
"How do I start a successful podcast" is the wrong question.
Before you can start a successful podcast, you need to define what a successful podcast looks like.
Unfortunately, many coaches what to build a huge audience to land sponsors and advertisers.
Let me tell you, defining a successful podcast by the size of the audience or number of sponsors will not help you sustain a podcast for any length of time.
You need a powerful "why" to motivate you to consistently create your podcast every week.
When I first met Laura in October of 2019, she had been doing her podcast for six months. It was called "Reviews and Randomness".
She was struggling, because she didn't have a strong purpose. She just didn't realize that was the issue.
At that point, her biggest episode had 91 downloads.
She wanted help with the programming of her show and rebranding.
Laura told me, "I'm finding myself having a hard time being consistent with episodes, because I don't have a clear plan and probably could do a better job of understanding who I’m speaking to."
When I asked her what would need to happen over the next year for her to feel it was successful, she said, "Consistently keep the show running. Even if it is bi-weekly. If I hit that, I would be happy. I'd also like to keep up with e-mail list on a consistent basis."
Laura told me her challenge was finding time to record it. She also said, "Marketing it kills me."
When you have a strong purpose, something bigger drives you into the studio each week to share your message. Something deep down inside is calling you to the microphone.
Ads and sponsors won't do that. There is little inspiration there.
MY MISSION
Laura and I connected again at the beginning of 2024 to create a new strategy.
Her "Reviews and Randomness" podcast had gone away.
Over the past 4 years, Laura had pivoted to find a new niche and business.
She now helps people find money for real estate investing. She and her husband connect investors with lenders.
They also help average people use the money in their 401ks for other investment opportunities.
More importantly, Laura now has a purpose. She tells me it is her mission to elevate the middle class.
On a recent coaching call, Laura told me, "I'm ready to conquer the world. I am tired of talking to people about it who don't get it. I need to get out and start talking about all of this. Why me? Why do I need to do this? I don't understand my role, but I need to do it. I have the nudging inside of me."
That purpose is what we are working to create together. The podcast is just the vehicle for the message. Her purpose and the message are the critical pieces to success.
When it comes time to create a new episode, which do you think is more powerful? Will you get fired up to get in the studio so you can land another advertiser? Or, will you get charged knowing you are meant to elevate the middle class?
That's the power of your mission.
DO YOU NEED TO MONETIZE?
So now ask yourself, do you need to monetize your podcast to be successful?
If you've created a powerful mission, monetization becomes the result and not the purpose.
You will rarely get rich chasing the money. It typically doesn't work that way.
When you follow your passion, money will follow.
I realize it sounds cliché. But it is true when you start with purpose.
Three things need to exist for you to create revenue with your idea.
First, you need to have a passion for the idea. When things get tough, you passion will carry you through.
If you're just chasing the money, it is incredibly difficult to weather the storms.
Next, you need to be really good at it. You might love playing basketball. But it you're only five-foot-two, you're probably not going to get rich playing basketball.
Finally, you need to have a group of people willing to pay you for the result.
You may love folding paper and creating cute origami characters. You also might be really, really good at it. But I doubt there is a big audience waiting to pay you for your paper swan.
Love what you do. Work to be really good at it. Find an audience you can really serve with your super power. That's when the money will come.
ARE YOU A SUCCESSFUL INFLUENCER?
Rather than asking yourself how to monetize your podcast, ask how you can become an influencer.
Influencer has become an overused term. It often brings visions of YouTubers, or kids on TikTok, or people like Paris Hilton who have done very little other than be popular.
That isn't the sort of influencer I'm talking about.
Are you becoming someone of influence? Do you have the ability to move a room? Do people come for your content, but stay because they like being around you?
That's an influencer.
When it comes to making money online, nobody talks about being a monetizer. They talk about being a content creator and influencer.
When you have influence, the money follows.
Your content will only get you so far. Once your audience learns your six steps to success, why should they keep listening?
There is only so much you can teach them.
People return episode after episode, because they want to be around you. They want to be your friend. Your fans enjoy your company.
THE PODCAST IS JUST THE VEHICLE
"How do I start a successful podcast" is the wrong question.
You should be asking, "Who can I help and why do I want to help them?"
Once you define who you help, what you help them do and why you do it, you'll be able to determine what will make your podcast successful.
Creating the podcast is the easy part. The podcast is just the vehicle.
Begin by finding that idea that you're passionate about, you're good at, and people will pay you for the result.
FIVE STEPS TO A SUCCESSFUL PODCAST
There are five steps to creating a successful podcast.
When you follow these five steps, you will be well on your way to becoming an influencer who can help people get the result they desire with something you enjoy and you're good at.
Don't make it any more difficult than this.
Skip a step and the tower doesn't stand. Each step serves a purpose.
DEFINE YOUR WHY
The first step is defining your "why". You need a clear purpose.
This is what we've been talking about.
Your mission is the foundation. Without it, you can't hope to have a podcast that succeeds for any length of time.
Find a mission that burns inside of you. Something that really inspires you to take action.
Making money can't be the only reason you're creating a podcast.
Success requires something greater. Something that will motivate you to get through the tough times.
GROW YOUR AUDIENCE
Once you have determined who you help, what you help them do, and why, start finding them.
Step number to is growing your audience.
Now that you know who you're helping, determine who already has their attention.
Partner with those people to bring their tribe into your world.
CREATE CONTENT TO BUILD SUCCESSFUL RELATIONSHIPS
Step three is building relationships.
As you grow your audience, serve them content that will build relationships with them. This is where you become an influencer.
Your content can't simply be your six steps to success. The content you create needs to build relationships and turn you into an influencer.
Many people feel you either have it or you don't.
I've had coaches tell me, "Who would listen to me? Do I really have anything valuable to say?"
It's not what you're saying. It's who you're being. Becoming an influencer is about creating a movement.
Create content with purpose.
GET THEM STARTED
Now that you are inspiring your listeners, step four is getting them started with you.
Give your listeners a taste of what you do.
To monetize your content, you need to have something to sell. This could be your goods or services. You could also be an affiliate for others.
Once you have something to sell, give your listeners a little taste of it for free.
This could be a guide, checklist, or assessment. You could give them a free training, a mini course, or a small sample of your stuff.
A great freebie is a small slice of what you sell. If you sell a course, is there a module or element that can stand on its own? Consider giving that away to get your listeners started down your path.
CONVERT THEM TO CLIENTS
Your final step is converting listeners to clients.
Where does your sales conversation happen?
Your free taste should lead to that sales conversation.
This might be a sales call, a webinar, an open house, a discovery call, a long form sales page, a sales video, or a variety of other opportunities to talk business.
If your free taste was valuable and solved one specific problem, there is a good chance they will want to take the next step.
CREATE YOUR SUCCESSFUL PODCAST
Over the last three decades, I've been helping radio talent and podcasters become influencers.
Not YouTube, TikTok sensations. People who can influence an audience and get them to take action.
I've helped hosts raise millions of dollars for the food bank, tens of thousands of bottles for the Open Door Mission, and bring large crowds to client locations.
Let's talk about creating your strategy to become an influencer and move an audience.
It's possible when you follow the steps in the right way and the right order.
Visit www.PodcastTalentCoach.com/apply. Click the button and apply to have a chat with me.
We will get clear on your goals. Then, we define where you are today. Finally, we'll develop your plan and see how I can help and support you to achieve your podcast goals.
Just visit www.PodcastTalentCoach.com/apply.
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There is a right way and and wrong way to use social media for digital branding and business. Facebook, Instagram, X, LinkedIn, and TikTok are all used in different ways. Many times, it's the wrong way.
DIGITAL BRANDING WITH SOCIAL MEDIA
On this episode, we talk with Dr. Dumont Owen about Digital Branding with LinkedIn and social media.
Download Dumont's Lucrative LinkinIn Roadmap HERE.
THE WRONG WAY TO USE SOCIAL MEDIA
I recently went through my Facebook friend requests to decide which I would accept. There were the usual fake profiles. Plenty of coaches and podcasters. And as I always discover, many marketers disguised as a potential friends.
As soon as I accepted these friend requests, eight of them sent me a DM.
APPOINTMENT SETTER
The first said, "Hey, Hope you're doing well! Do you need a trained and experienced appointment setter who will book 5-10 sales calls every day on your calendar and increase your sales up to 2X ROI & Results?"
There wasn't even small talk. This guy just went straight for the pitch.
I usually unfriend these people and then block them.
When I use social media, I enjoy partnerships and collaboration.
This guy would have made more progress with me had he said, "We offer trained and experienced appointment setters. Would you be interested in collaborating?"
With a question like this, I might put them in front of my audience.
He could have even asked, "Who do you know?" If I needed it, I would have said, "Me."
Much less spammy.
IGNORING THE QUESTION
The next DM flat out ignored my question.
He said, "Hey Erik! Great to connect...I see you're a coach."
After I confirmed that I am a coach, I asked who he likes to connect with.
He ignored my question and pasted this response: "Hello Erik..nice to meet you!I actually work for a coach who runs a free fb group he allows his members to promote for free in front of 27,000+ active members! It's great place for you to get leads but also be a part of a really supportive community. Happy to send you the free link to join if you feel it could be valuable for you."
He ignored my question and appears to only be interested in pitching.
Time to unfriend.
LIKE-MINDED PEOPLE ON SOCIAL MEDIA
The next was a way I appreciate.
She said, "Thank you Erik, for accepting my invitation to connect here on FB. Looking forward to seeing more of your posts and getting to know you."
After an exchange about who she connects with, she told me she is just looking to connect with like-minded people. She then asked about me.
I replied with a bit about my interest in partnerships. It was a conversation to see how we might build a relationship.
This is the way to use social media. Relationships. I love it.
COMMON SOCIAL MEDIA FRIENDS
The next guy did something similar.
He said, "Hey Erik, thanks for accepting my friend request. It appears we have quite a few friends in common."
We had a good chat about the people we know and how we might connect with others.
This again was about relationships. Great work here.
JUST HEY
Another just said "Hey". We know each other, because I was on her summit.
This is a perfectly acceptable way to use social media. Connect and build relationships with people you met elsewhere.
All good here.
MY MASTERCLASS
Next was another pitch.
He said, "Great to connect with you here Erik. Hope you're having a good day so far!"
I replied with, "Thanks. I love to connect people. What type of people do you like to connect with?"
His response was, "Mostly entrepreneurs, coaches and consultants. Actually, I don't know if you're interested but on the 1st of August, I'll host a Masterclass called... Cool if I send you more info here?"
Uh, no thanks. I'm not interested in another masterclass. Learn a bit more about me.
BLAH BLAH BLAH
The next message looked oddly like an earlier message. But, it was from a different person.
I don't know if this is an agency who has hired a bunch of people to scrape Facebook or a coach who has a bunch of minions.
The message started with, "Hey Erik, it's great to connect with you."
My typical response is, "Thanks. I love connecting people. What type of people do you like to connect with?"
She said, "You're welcome. I see you're a coach as well. I actually work for a coach who has a free FB group for coaches & course creators like yourself. Blah Blah Blah. Happy to send over the link to join if you feel this would be valuable for you."
No. I don't need another Facebook group. I'm in too many right now.
THE SOCIAL MEDIA FRIEND PITCH
Another previously ran a company in the podcast space. I thought we were already friends on Facebook. My bad.
After a quick exchange, he says, "Finally got back into the podcast space. I'm basically doing freelance marketing." Then came the question about his product.
I'll give him some slack. I actually know him.
His question may be a way we can collaborate. We'll see what happens here.
NO FRIEND REQUEST
One final DM didn't even send me a friend request.
This message was just a DM that said, "I hope you are staying well and healthy. I am Rosey, a virtual assistant who loves doing any repetitive administrative and marketing tasks you may have."
It continued on with the pitch. I didn't respond. I just blocked.
Facebook isn't a place where I'm looking for solicitation. I wish I had one of those "no solicitation" signs people put on their front doors.
RELATIONSHIPS ON SOCIAL MEDIA
Using social media to build relationship and increase your brand is a much better approach.
Granted, this takes a lot longer than spamming people trying to get someone to take your offer.
However, it is much better in the long run. Your business will be much healthier.
DIGITAL BRANDING
Dr. Dumont Owen leverages her extensive knowledge of personal and digital branding to help coaches, consultants and subject matter experts get clients in record time using LinkedIn.
A storyteller at heart, she weaves magnetic brand narratives that distinguish her clients from their competitors and position them as the go-to experts in their field.
Dumont is the creator of the Lucrative LinkedIn System, a 5-step system for attracting, engaging, and converting contacts to clients on LinkedIn.
Download Dumont's Lucrative LinkinIn Roadmap HERE.
17:56 Started on LinkedIn, quickly found success.
22:17 LinkedIn connections should be meaningful, not numerous.
25:29 LinkedIn's tool measures social selling performance.
28:31 Audio on LinkedIn is recent and beneficial.
29:34 Create content to engage and build trust.
33:58 Digital branding application: tools, resources, strategies, ownership.
36:42 Authenticity means owning your story and being bold.
42:06 Clarify goals, know niche, promote brand, update profile.
43:47 Step by step guide to LinkedIn success.
If you don't have a mentor who can take your hand and walk you every step of the way, go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. We will develop your plan and see how I can help and support you to achieve your podcast goals.
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To be a successful podcaster, you can't simply be a nice host who offends nobody. You need to be an authority and influencer in your niche.
THE KEY TO BECOMING AN INFLUENCER
You need the confidence to step up, step out and embrace your personality.
Sure, you have a personality. You just need to define it, refine it, and let it shine.
We sometimes get too caught up in what we do rather than why we do it. Your "why" is so much more important than your what.
I recently discovered Myron Golden on YouTube. Myron said, "There are many people out there who would love to buy what you already love to sell if they only knew you existed. Instead of finding more people to sell to, make yourself more findable to those people who already want to buy what you already love to sell."
You become more findable by being more interesting. Your six steps to success isn't interesting. Everything interesting is about people.
Create more relationships, and you'll attract more people.
WE LACK RELATIONSHIPS
It's my mission to create more relationships in society.
Tech has sucked relationships out of society. That makes it too easy to be against each other rather than supporting each other.
We don't shop at the store any longer. Our shopping is done online.
When I was a kid, we would go hang at the mall. Today, the malls barely exist. If my kids watched Mallrats or Fast Times at Ridgemont High, they wouldn't understand most of the jokes.
Many of us work remotely. We don't hang with our coworkers around the water cooler or at happy hour.
You aren't even required to go into the gas station any more. It's pay at the pump.
We don't watch movies with others at the movie theaters, because movies are on our television.
Kids aren't congregating at the arcade or in the park or at the pool. They are at home online with their virtual friends.
CONNECTING WITH PEOPLE
My daughter knew most of her freshman class in college before she ever stepped foot on campus.
She graduated high school as COVID hit. Before her first semester began, they began having meet-ups on Zoom with all incoming freshman. She met a lot of people.
On the day I dropped her off, we were walking down main street right off campus. I suddenly hear someone say, "Hey, Emma."
I was stunned. We are in a small town thousands of miles from home. How could anyone possibly know her.
After a brief chat, she tells me that was one of the girls on the Zoom calls.
During that semester, all students attended class virtually from their dorm rooms. Meals were delivered by food service or picked up to be eaten in their room. Nobody was allowed to have roommates due to the pandemic.
It was very easy for students to have no relationships with anyone. They could do everything alone in their room.
If Emma hadn't been diligent about meeting others, she could have easily gone through college unnoticed. Fortunately, she met as many as possible. She also became president of her freshman class.
GET NOTICED
If you want to get noticed, build your audience, and attract your ideal clients, you need to get noticed as well.
Tech will kill your relationships unless you're diligent about getting in front of your target audience. Solopreneur is a dangerous career if you're not careful.
So, how do you become an influencer?
You define your personality. Share that personality through stories that allow people to get to know you. Then, get on stages as often as you can to get people familiar with you.
Like Myron said, they would love to buy what you already love to sell if they only knew you existed. It's time to let them know.
There were two recent articles in Inside Radio that show why this is so important.
PODCASTERS ARE INFLUENCERS
The first article referenced Magna’s Media Trials and Vox Media study called "A New Era Of Influence".
The study referenced individuals whose influence matters most to listeners. It found that 75% of respondents value podcasters' influence. Social media influencers and celebrities from TV/film both landed at 15%.
If you want to be an influencer, have a podcast and be unique.
INFLUENCERS AREN'T ADVERTISING
The second article showed the importance of using your podcast for influence rather than advertising.
We've talked about this many times before. Advertising on your podcast is just a bad idea.
If you really want this to sink in, grab a pen and paper to write down a few numbers.
Podcasting has taken the term CPM from traditional media. CPM is an acronym for Cost Per Mille, or cost per thousand. Mille is Latin for thousand.
According to investopedia.com, cost per thousand is a marketing term that refers to the cost an advertiser pays per 1,000 advertising impressions. In radio, it would be the cost to reach 1,000 listeners.
It might be said that a radio station had 3,000 average quarter hour listeners. That would mean on average 3,000 people are listening to that particular station at that particular time.
If the CPM is $25, the price of a commercial would be $75. You would divide 3,000 listeners by 1,000 to get the number of thousands. That equals 3.
We then multiply our 3 by our CPM which is $25 to get our $75 commercial. All stations in a market are treated roughly the same.
How many thousands of listener do you have for your show?
THE ADVERTISING ABYSS
According to the other article in Inside Radio, "Podcast CPMs ticked up slightly in June according to Libsyn Ads. Based on the spots sold through its platform says the average CPM for a one-minute ad was $21.90."
Let's do the math. The big agencies are looking for podcasts with at least 5,000 downloads per episode. Libsyn says only 7% of all podcasts on Libsyn reach that level.
Let's pretend that you're lucky enough to be one of those 7%.
If you have 5,000 listeners, that would be five groups of 1,000 for our per thousand calculation. If the CPM or cost per thousand is $21.90, your one-minute commercial on your show is worth $109.50.
Now, how many commercials are you willing to clutter your show with before your listeners tune away? Let's say that number is six with two at the beginning, two in the middle and two at the end.
But really, how often do you listen to the two minutes of commercials at the beginning of your favorite show before you hit the skip button?
We'll go with six for the sake of discussion. Now each episode is worth six commercials times the $109.50 for each ad. That's a total of $657 per show.
Four episodes per month generates $2,628.
If you sell your advertiser by quarter, it would generate $8,451. That would be 24 clients over the course of the year to generate $34,164 annually.
Now $34,000 sounds pretty good. I can hear you saying, "Erik, I'd take $34,000 for creating my podcast."
WHY YOU WON'T WIN WITH ADS
Here's the problem... or problems.
One, you are trading the goodwill you've built with your audience for the cash the ads are generating. Your fans don't like the commercials.
How many times have you been listening to your favorite podcast or watching a YouTube video and said, "Fantastic! Another Wix commercial!" Right.
You get just as aggravated as I do. Do you really want to do that to the people you are trying to attract as clients? I didn't think so.
Problem number two... it takes a lot of time to land an advertiser. I've spent 35 years in radio. We had 15 sales people working 40 hours a week trying to sell advertising.
Now granted, we were selling 24 hours of content. But many of those advertisers were on multiple hours a day.
You're trying to land coaching clients. You're trying to find time to produce your podcast on a regular basis. There needs to be time to market your business and handle the other tasks.
You don't have time to sell advertising. And you don't have time to keep your advertisers happy when they tell you, "It's not working." It doesn't matter how many customers the advertiser gets, they always think it should have been more.
And problem number three is the revenue. $34,000 sounds like a lot, but that is it. The number doesn't go any higher unless you add more commercials, which we know is a bad.
You can't charge more due to the CPM. The CPM treats your listeners just like every other listener. You're a commodity.
BECOME AN INFLUENCER
Instead, build relationships. Demonstrate your authority. Become an influencer in your niche.
Are you ready to see if it's possible for you to become an authority and influencer? Let's have a conversation.
Go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. We will develop your plan and see how I can help and support you to achieve your podcast goals.
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Do you have questions about your podcast?
YOUR QUESTIONS
I get questions quite often from coaches and podcasters ranging from building your audience, becoming an influencer and growing your business.
On this episode, we answer a variety of questions.
Where do I find listeners in my target audience? If we try to control what people think about us, isn't that manipulation? Is it detrimental to skip a week? What is the right mix of relatable and creative for a show? When I promote the show, where should I send people? Are there unwritten protocols for podcast conferences?If you have questions regarding your podcast strategy, email me at Coach at podcasttalentcoach.com. I might just answer your question right here on the show.
REFINE YOUR PERSONALITY
In a recent email, I wrote...
To become a known influencer in your niche, be intentional about your personality.
Decide how you want to be known.
Are you funny, logical, aggressive, loving, zany, generous, or something else?
Be intentional. Then, share stories that show that side of you.
Let your listeners get you know you in an authentic way.Nancy replied with this...
I’m all of the list you shared and more. That is true for any human being. That is a calling in itself - to live in a way that reminds people to be their full, authentic selves. If we choose one slim aspect, then we are typecasted - and what we share suffers.
We really have zero control over what people think of us. If we try to control it, is that not manipulation?
I just can’t be one thing when I am (and everyone is) the universe in physical form.
Have a good day,
- Nancy
MANIPULATION QUESTIONS
Manipulation is a tough word.
And it's foolish to think we have zero control over what people think. If that were true, marketing wouldn't work.
To be clear, I'm not saying be something that you're not. And I'm not saying don't be something that you are.
Yes, you may be all of those things I listed. You may be funny, logical, aggressive, loving, zany, generous, or something else.
However, your listeners only have one file to keep you in. We mentally compartmentalize everything, so our brains can handle all of the information.
When you think of the Beatles, what do you think of?
If you're like most, you think of 4 lads from Liverpool performing their music on stage causing many girls to scream.
Why didn't you think movie actors? They did a few movies.
You think musicians, because that's their brand. That's the mental folder you have them in.
How about Matt Damon? What comes to mind?
Oceans Eleven? Jason Bourne? Good Will Hunting? Great actor?
Why didn't you think of co-founder of Water.org? https://water.org
Because you store him where his brand fits.
So you may be funny, logical, aggressive, loving, zany, and generous. But your brand needs to be one. And your role development on your show needs to highlight one of those characteristics.
Be intentional about your brand. Otherwise, your listeners will create their own files and put you where they think you belong.
FIND YOUR LISTENERS
Where to find listeners in my target audience?
- Greg
The first step in finding your listeners is to get clear who those listeners are.
You can't hit a target you can't see.
Clearly define as much as you can, both demographically and psychographically. Determine their gender, age, and family composition. But also define their wants, needs, pains and goals.
Go as deep as possible. My coach calls it the one inch mile. Go an inch wide and a mile deep.
The more you know about your ideal client, the easier it will be to find them.
And be specific.
I was working with a client the other day. We were defining his ideal client.
He said the his ideal client earns between $50k and $80k. I told him those are two very different people.
A person making $50k lives a much different lifestyle and has more discretionary income than a person making $80k. $80k is 60% more than $50k.
Those two people have much different needs and wants. And they can afford different fees when it comes to paying you.
Once you define your ideal client, determine already has their attention. Who is already speaking into their lives?
Now, partner with those influencers to speak to their audiences. Invite them to your show.
Kimberly Crowe of Podapalooza says never turn down a mic. If you're offered the opportunity to get on stage or on a mic, take it.
You'll be attracting listeners before you know it.
QUESTIONS ABOUT CONSISTENCY
How detrimental is it for you to skip a week in between episode releases OR delay a few days due to time constraints?
Leading from that due to time constraints, is it ok to push out for a season, i.e. you are needing to focus on another area of the business so you take a break for a couple of months from your show and then kick back up later in the year?
- Tony Brown
Lessons From the Pit
Consistency is key.
People are creatures of habit. Once you get people in the habit of listening to your show, keep them listening by publishing consistently.
I would suggest you record a few episodes at one time. This would give you time to take a week off and still publish.
Work ahead by a week or two. When you are working on this week's episode this week, any disruption in your schedule can throw off publishing.
If you work a week or two ahead, the episode to be published this week is already done. You're working on the episode for next week. If there is any disruption in your schedule, you have a buffer.
You can also record an "emergency" episode. This would be an evergreen episode that you could publish when you run into time constraints.
I'm not a fan of seasons unless your content lends to seasons. If you do a podcast around a sport, school year, or TV show, seasons might make sense.
Most people create content around a topic. When that's the case, seasons make little sense.
When you view your podcast as a marketing tool, it becomes easier to find time in your calendar to create your content. If you stop marketing, you stop attracting clients.
Block out time, batch your tasks, and schedule production. Create a process, and it will become easier to publish consistently.
CREATIVE OR RELATABLE?
What is the right mix of relatable and creative for a show?
The FreeMatt Podcast
freemattpodcast.wordpress.com
- Matt FreeMatt
Why does it need to be either/or? Why can't it be both?
That's like asking what's the ideal balance of short or funny. Why can't it be both?
In fact, it should be both.
When you create your content, it should be relatable to your ideal listener. Use the ideal listener definition you created as a filter for all of your content.
Then, determine who you can be creative with it. What can you do with the content to make it unique?
Infuse the content with your story and personality. Brainstorm ways to be creative with it.
Could you do an interview or play a game? Maybe you tell a story or play some example audio. You could incorporate listeners or a roundtable of experts.
None of this prevents you from being relatable. It should all be relatable.
SENDING LISTENERS
Right now, I don't have a website for my podcast. When I share an episode (or my podcast in general) on social media, should I link to the podcast host (buzzsprout, libysn, etc.) or to Spotify, Apple podcast, etc.) Or should I send people to a site like pod.link that provides links to everything?
Thanks!
- Ken
"The Bad Boss Podcast"
https://pod.link/1689109552
My first preference would be your home base. That would be your website.
If you don't have a website, work to get one. You could build a simple site on Wordpress. It takes a bit of technical knowledge, but not much.
One great option is PodPage. Find it at https://www.podpage.com. They build websites specifically for podcasters.
You should never direct people directly to a podcast platform like Apple or Spotify.
The numbers vary. Some reports list Spotify as having 34.4% and Apple 32.5% of podcast listeners. That's according to Buzzsprout as of June 2024. https://www.buzzsprout.com/stats
So directing listeners to a particular platform will exclude most of your audience.
I do like the idea of directing them to Pod.Link. Unfortunately, it's not easy to send people to pod.link/1689109552 without seeing it in writing.
If you are sharing it on social, that link works. If you are mentioning it during an interview, it poses a problem.
At the end of the day, you own your website. Don't build your house on rented land. Invest in a website and send your audience there.
QUESTIONS ABOUT PODCAST CONFERENCES
When should I start going to podcast conferences and when I go, are there any unwritten protocols that should be followed? My #1 goal in attending would be to connect with other podcasters and exchange interviews to grow my email list.
-Edwin
It's never too early to start attending podcast conferences and networking.
Understand that not all conferences are created equal. Podcast Movement is quite large. Over 3,000 people attend each year. https://podcastmovement.com
There are many tracks, lots of people, and quite a few networking opportunities. More and more big companies are also attending each year.
Podfest is another great conference. Over 3,000 people attend this one each year as well. https://podfestexpo.com
Then there are small meet-ups and other podcast events throughout the year.
Attending to connect with other podcasters and exchange interviews is a great goal. Connect with the right people.
Find shows that are speaking to your ideal target listener. Know exactly who you help.
You want hosts to say, "I have those people in my audience. You'd be a great fit."
If I tell you my show is for entrepreneurs, what does that mean? Steve Jobs was an entrepreneur. So is my nephew Jimmy running his roofing business off his dining room table. Who are we talking about?
On the other hand, I could tell you I help coaches attract their ideal clients by using their podcast to become the known, go-to authority in their niche.
Now, that is a lot clearer than simply entrepreneurs.
Before you attend a conference, know exactly who you are trying to attract and who would make the ideal partner.
PROTOCOL
In terms of protocol, don't look for clients. Look for partners. Seek to help first, and you'll do just fine.
Get involved in the events. Have conversations in the hallways. Ask questions at every session, so people become familiar with you.
When my buddy Rem attended Podcast Movement, he was the first at the mic in every session I attended. By the end of that conference, everyone knew who Rem was and what his podcast was about.
It is one tactic most people miss. When they see you on the mic, you'll have more conversations than you can imagine.
DO YOU HAVE QUESTIONS?
If you have questions regarding your podcast strategy, email me at Coach at podcasttalentcoach.com. I might just answer your question right here on the show.
You can also apply to have a call with me by filling out the application form at
http://www.PodcastTalentCoach.com/apply.
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As we celebrate 500 episodes of Podcast Talent Coach, I want to share with you six mentors who have shaped my journey over the past 10 years.
LEARNING FROM MENTORS
I learned long ago that I don't know everything and never will. Every experience is an opportunity to learn something.
Conferences and conventions are always such a powerful experience for me.
Many people say they rarely go to the session and instead have conversations in the halls. I can understand that. But, I think they are missing the power of the collective mind.
Mingling in the halls during a conference will definitely grow your network. It has a place in your business.
However if you skip all the sessions, you are missing ideas that could take your business to an entirely new level.
We would attend the Country Radio Seminar every year in radio. I would travel with my music director for the station.
During the day, we would take in all the sessions of the conferences. At night, we would split up to attend events and network with artists and record labels.
From the sessions, we would learn new ideas to implement with the stations. At night, we would network with people who could help us implement those ideas.
Then one day our company decided it wasn't necessary for both of us to be there. That single decision cut our learning in half and diminished the networking we were able to do.
The company thought the conference was nothing but a party. It may have been for those who spent all of their time in the halls.
When you're learning from mentors and expanding your thinking, things are possible beyond your imagination.
These six mentors helped my achieve levels bigger than I every dreamed. It is my hope that these nuggets spur some new ideas for you as well.
DAN MILLER
The first is the mentor who has influenced my life the longest.
Dan Miller's book and podcast "48 Days To The Work You Love" inspired me to follow my dream and start my own business.
Dan is author of the New York Times best-selling 48 Days To The Work You Love and Wisdom Meets Passion, No More Dreaded Monday and An Understanding Heart.
His 48 Days Podcast consistently ranks in the top 1% of all podcasts worldwide and his 48DaysEagles.com community is viewed as an example around the world for those seeking to find – or create – the work and the life they love. His podcast sits at the center of his multiple streams of income.
Unfortunately, we lost Dan in January of this year after a very brief battle with cancer.
Dan's attitude through that entire struggle was impressive and uplifting. He kept asking as he always did, "What does this make possible?" Dan saw the silver lining in every cloud.
He was an amazing man and a mentor to me in so many ways.
Dan joined my on Episode 466 to discuss multiple streams of income. You can find the episode at www.PodcastTalentCoach.com/466.
DAN'S NUGGETS
Here are a few nuggets from that episode.
Resilience in the Face of Adversity: "When we hit Covid and I couldn't have live events for a couple years there, that had been a big resource for us, a big revenue stream, but not being able to have live events, it didn't really affect us. My revenue continued to go up because we made content available to people in other ways that they could experience, even if they didn't come to Franklin, Tennessee."— Dan Miller 00:24:39 – 00:25:03.
Life Reassessment in Midlife Careers: "What surprised me is I had doctors and dentists and pastors and engineers and accountants showing up and why you guys here? And it was like, well, we're doing okay. You know, everybody looking in from the outside to see us is doing okay, but I don't think this is it."— Dan Miller 00:26:29 – 00:26:45.
How to Turn Your Writing into Income: "How do you take just a raw idea and turn it into real income? But those came directly from people asking, how do I do that?"— Dan Miller 00:30:42 – 00:30:50.
Easy Income Streams for Podcasters: "The easiest next step is coaching. Because if you have a podcast and you're talking about personal development and growth or business success or how to scale or those things, you're inevitably going to have people ringing your doorbell saying, can I talk to you?"— Dan Miller 00:44:47 – 00:45:43.
I'll always cherish everything I've learned from Dan and all the inspiration he provided. You can find more about Dan at https://www.48days.com.
MARC MAWHINNEY
The next mentor who has been a big influence on me over the past decade and 500 episodes was one of my very first coaches.
Marc Mawhinney is a lifelong entrepreneur who helps coaches get more clients without paid advertising! He achieves this with his coaching programs, his podcast Natural Born Coaches, his Facebook group The Coaching Jungle, and his Secret Coach Club.
Marc has been a speaker at events like Social Media Marketing World, frequently makes media appearances and contributes for Entrepreneur.com. He is a master at joint venture partnerships.
I discovered Marc through his Coaching Jungle Facebook group and he soon became my coach. He taught me the power of sending a daily email. Our coaching sessions helped me refine my offers and get my business to the next level.
Marc appeared on episode 333 with me to discuss the power of joint venture partnerships. You can find the episode at www.podcasttalentcoach.com/333.
MARC'S GEMS
Here are a few gems Marc shared during our conversation.
Stand Firm on Your Beliefs: "Sure, you're going to turn some people off, but you're going to attract the people who you want to attract, and that's exactly what you do."— Marc Mawhinney 00:16:25 – 00:16:31.
The Importance of Community for Coaches: "Whatever you do, you need a place to gather your potential clients. You know, people to get to know, like and trust you."— Marc Mawhinney 00:20:27 – 00:20:34.
Viral Topic - The Power of Community: "I can't count how many times someone said to me, mark, I love your Facebook group. It's helped me so much the last few years."— Marc Mawhinney 00:20:55 – 00:21:44.
I can't thank Marc enough for pointing me in the right direction with his coaching. Find Marc in his Coaching Jungle Facebook group.
CINDY J. HOLBROOK
One day Marc was invited to participate in a giveaway. It didn't fit in his marketing plan at the time, so he sent the organizer to me feeling we might work well together.
That organizer was Cindy J, The Visibility Wiz. Not only did I participate in her giveaway, Cindy soon became my next coach and she's one of the best in the business.
Cindy guides entrepreneurs and small business owners to thrive as you go up the ladder from being the best-kept secret to Trusted and In-Demand Authority. She has been coaching since 2009.
Through our work together, Cindy taught me the power of visibility, how to use giveaways to grow my list, and ways to partner with others.
She is simply an all around great person. I love her to death and really appreciate all she has given me over the years.
Cindy was on episode 479 of Podcast Talent Coach to talk about visibility. You can find the episode at www.podcasttalentcoach.com/479.
CINDY'S SUGGESTIONS
Here are a few things we learned in that episode.
From Social Services to Coaching Success: "But I have all this knowledge of the online world that I utilized to get clients. And, I was able to leave social services within 2 years of becoming a coach, and that's when I started attending a lot of events. And people were constantly coming up to me."— Cindy J. Holbrook 00:20:23 – 00:20:41.
Title: Maximizing Advertising DollarsQuote: "My advertising dollars goes towards participating in giveaways or speaking in front of people, you know, being a sponsor at events. That's where my advertising dollars go because I get more return on my money that way."— Cindy J. Holbrook 00:35:04 – 00:35:18.
The Power of Collaboration: "I didn't start collaborating with other experts till, 2014. And that's what finally pushed me over to 6 figures was whenever I started collaborating with other experts."— Cindy J. Holbrook 00:39:11 – 00:39:24.
How to Boost Your Business Today: "If you start doing something every day, you make sure you do at least 1 money making activity Monday through Friday or whatever your workdays are. You're going to start seeing an increase in everything, in visibility, influence, and profits."— Cindy J. Holbrook 00:42:44 – 00:42:58.
Cindy is amazing when it come to leveling up your visibility. Find her online at https://www.cindyjholbrook.com.
IMAN AGHAY
After I was working with Cindy for a few months, she suggest I attend Collaborate. It was an amazing 3-day event to meet JV partners.
This one event changed my business more than I could ever have imagined.
At the time, Collaborate was run by Iman Aghay and Rich German. Iman has been so influential in so many aspects of my business. Through this event, Iman taught me how to properly joint venture with others.
He has taught me how to create my courses and events. More importantly, Iman showed my how to sell what I do.
Iman Aghay is a serial entrepreneur, international speaker, and a nine-time #1 best-selling author. He is best known as the co-founder of Actionera, a platform that assists experts in building mobile apps to enhance their income and impact.
Iman hasn't been on the podcast. However, I did a deep dive into finding promotional partners using everything Iman taught me. You can find that in episode 391 at www.podcasttalentcoach.com/391.
IMAN'S INSPIRATION
Here are few takeaways from that episode.
How to Skyrocket Your Podcast Growth: "Just imagine how your podcast and your business could grow if you could find 40 partners who would be willing to promote you to their fans, to their tribe, to their followers."— Erik K. Johnson 00:01:07 – 00:01:14.
The Best Part of Pitch Refinement: "But the best part is everybody in the circle's on the same page with regard to who talks, what they talk about, how long they talk. There's no pressure. You don't need to awkwardly walk up to anyone to strike up a conversation like you would in a at a networking event."— Erik K. Johnson 00:06:20 – 00:06:38.
Power of Partnerships: "I've been able to grow my email list from about 500 to nearly 4,500. My podcast downloads have doubled. I've made affiliate commissions from promoting those partners, and I had partners promote my courses and my coaching to their audience as well just to help me grow."— Erik K. Johnson 00:10:08 – 00:10:30.
The Power of Partnership: "If you wanna go fast, travel alone. If you wanna go far, travel together."— Erik K. Johnson 00:10:53 – 00:11:01.
Iman Aghay is an amazing online marketer. He is also the co-owner of Actionera. It is a platform to help you build your own mobile app.
Find details on Collaborate at www.podcasttalentcoach.com/collaborate.
You can learn more about Actionera at www.podcasttalentcoach.com/actionera and find Iman at https://www.imanaghay.com.
JIM PADILLA
While I was attending one of the Collaborate events, Iman invited a guest speaker to that event. That guest talked a lot about actually making sales.
He was Jim Padilla and he is my fifth mentor on this journey.
Jim is a Global Impact Strategist & Investor and the founder and CEO of Gain The Edge. It's a done-for-you provider of industry-leading sales systems and unicorn sales professionals.
Jim co-heads Gain the Edge with his amazing wife, Cyndi Padilla. The two of them have generated over quarter billion dollars in sales for a long line of high-level entrepreneurs.
Jim’s mission is to help purpose-driven thought-leaders untangle themselves from the day-to-day minutiae of seeking leads and sales, so they’re free to amplify their impact - while scaling their business!
Shortly after getting into Jim's world, he became my coach. Jim helps me build my sales systems and strategies.
I've gone from being an entrepreneur to actually running a business. The transformation has been amazing.
Jim joined me on episode 465 to discuss making sales. If you want to increase your sales, find this episode at www.podcasttalentcoach.com/465.
JIM'S GENIUS
Here are few nuggets from my conversation with Jim.
From Struggle to Success: "And little did I know that, you know, 20 years later, I'd be making 1,000,000 of dollars teaching other people how to read the room and how to bend influence in their direction so you can be asset instead of a threat to the people who show up in your world, and then they wanna be able to buy from you and give you their credit card."— Jim Padilla 00:12:06 – 00:12:58.
The Core of True Expertise: "What people need to dive into is they understand that you're an expert, but they really need to understand who you are as a person and why what you do matters."— Jim Padilla 00:19:07 – 00:19:11.
Seeing Opportunities in Chaos: "All they see is all the problems that are in the world are truly just opportunities waiting to be solved if you know how to talk about it and know how to articulate it and to see things differently."— Jim Padilla 00:24:57 – 00:25:04.
Maximizing Your Existing Network: "Most obvious buyers you have are the people who already bought from you."— Jim Padilla 00:44:07 – 00:44:10.
Jim and Cyndi are amazing. Find them at https://www.gaintheedgenow.com.
DAVE JACKSON
The last mentor I want to share with you is the guy who became the inspiration for this podcast.
In 2013 I was writing articles about podcasting for New Media Expo.
Out of the blue, I got an email from Dave Jackson at the School of Podcasting. He was interested in having a conversation to see how we might support each other.
During that conversation, Dave said he loved my articles. Then he asked why I didn't have a podcast of my own. Great question, Dave.
If I'm writing about podcasting, shouldn't I have a show of my own.
Shortly after that conversation, this show was born. And our friendship has continued over the years.
Dave Jackson launched the School of Podcasting in 2005. He was inducted into the Podcasting Hall of Fame in 2018. He is the author of the book, Profit from Your Podcast: Proven Strategies to Turn Listeners into a Livelihood. Over the years he has launched over 30 different podcasts with over 4 million downloads.
Dave and I currently co-host the Podcast Review Show where we help podcasters improve. You can find that show at https://www.podcastreviewshow.com.
Dave was a guest on episode 485 to talk all things podcasting. You can listen to that episode at www.podcasttalentcoach.com/485.
DAVE'S BRILLIANCE
Here are a few takeaways from my conversation with Dave.
Viral Topic: The Importance of Mic Technique: "When I moved into this house had no carpet, and it was just this giant echo chamber. So the first thing I did was, like, okay. We need we need a carpet. We need some rug, something like that."— Dave Jackson 00:32:58 – 00:33:07.
The Blue Yeti Misconception: "Technically, it's not a bad microphone, but what most people overlook is that thing can pick up, if you want, in every single direction. Well, that's just screaming, pick up the neighbor's lawnmower and everything else."— Dave Jackson 00:33:44 – 00:33:57.
Mastering Freelance Success: "If I'm trying to position myself as an expert, I either want to interview people who know the people that should be hiring me or in some cases, just interview the people who should be hiring me."— Dave Jackson 00:37:54 – 00:38:03.
Big thanks to Dave Jackson for all the help and inspiration over the years. Find Dave at www.SchoolofPodcasting.com.
FIND YOUR MENTOR
Those are six mentors who have had the biggest impact on my journey. There are so many other people who have inspired, helped, and collaborated with me over the years and through these 500 episodes. I would never have enough time to name all of them.
From my wife Jen, to Jon Fugler and the various members of our mastermind over the years. From the clients, partners, and supporters, each has played a part in this journey.
But most of all, I want to thank you. Without your support week after week and episode after episode, this show would never have reached 500 episodes.
Thanks for being here. Thanks for allowing me to be part of your podcast journey. Let me know how I can help.
If you don't have a mentor who can take your hand and walk you every step of the way, go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. We will develop your plan and see how I can help and support you to achieve your podcast goals.
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On a coaching call the other day, Ken and I were reviewing his show. We got to talking about connecting content to offers, and he had a breakthrough.
I thought it could help you improve the effectiveness of your show as well.
THE MONEY STRUGGLE
Many podcasters struggle to monetize their show. Your challenges are common.
Most are going about it the wrong way.
You know I am no fan of ads and sponsorships on podcasts. There are three problems with ads and sponsorships that make them no good for your podcast.
First, people are fleeing traditional media to escape all the ads.
Next, ad agencies treat your audience like a commodity. They want to pay the same for your audience as they do for every other audience. Therefore, you need a large audience.
Finally, ads and sponsorships put a cap on the revenue potential. You can only include so many ads on your show. And you can't raise the rate, because you're treated like a commodity.
If you can't sell more, and you can't sell it for more, your revenue is limited.
STOP GIVING IT AWAY
I've seen this firsthand. Spending 35 years in radio, we've tried every trick in the book to keep listeners from leaving during commercials.
We struggle to raise the rate, because ad agencies will only pay so much. If a radio station raises ad rates, agencies just go to another station. All audiences are treated equal.
That simply not the case. You're not just like everyone else.
Listeners don't deserve that. Advertisers don't deserve that. And hosts don't deserve that.
If you are selling coaching to women entering the workforce for a second time after being home with the kids for 20 years, you have two choices.
You could advertise your coaching on Dave Ramsey's podcast "The Ramsey Show". What percentage of that audience is your perfect client? Maybe a fraction.
You could also advertise your coaching on "Career Returners" with Karen and Liz where they talk about returning to a fulfilling, successful career after a long break. How many of those listeners could be your perfect client?
Karen and Liz primarily interview women. I'm guessing a majority of the listeners are your ideal clients.
Ad agencies price your podcast per thousand listeners. If you're a coach for women reentering the workforce, are one thousand Dave Ramsey listeners the same value for you as the one thousand listeners of "Career Returners"? Of course not.
But, agencies treat it the same.
Stop giving away your podcast. Leverage the relationships you're building with your audience.
GROW YOUR AUDIENCE
For this marketing strategy I'm going to share to work, you need an audience.
So, come join us for the Audience Explosion Blueprint Workshop to build your strategy and grow your audience.
By the end of this 3-Day Audience Explosion Blueprint Workshop, you will have a clear, step-by-step blueprint to grow your audience.
You will begin taking the steps necessary to attract your ideal clients.
This workshop is designed to help you lay the foundation to be known as an influencer and respected authority in your niche.
We roll up our sleeves and build your strategy over three powerful days July 19-21.
Get the full details at www.PodcastTalentCoach.com/audience.
CONNECTING CONTENT
Let's talk about a better way of monetizing.
Instead of ads and sponsorships, use your podcast to build relationships and market your business.
Build relationships with powerful content. Then, lead your listener down the sales path by connecting content to the offer.
Use your podcast to market something. This could include coaching, services, products, courses, affiliate products or a variety of other things.
When I was on the call with Ken the other day, we reviewed his show.
On the episode, Ken was talking about finding yourself worthy of success, especially at work. It was a great episode.
Toward the end of the episode, he gave three tips to help people find that self-worth.
The third tip was to surround yourself with community and support. Ken then said, "If you need help finding that community and support, let's have a call - sign up on the website."
It was a perfect way of connecting content to his offer. The content he did such a great job laying out led right into his offer for a discovery call. Heck, I was ready to sign up.
When I mentioned it to Ken, he said it was a complete fluke. He didn't do it intentionally. It just happened in the moment.
But after I pointed it out, he said he totally understood how the strategy made so much sense. He never thought of it that way.
RELATIONSHIPS
When you sell ads on your show, you get paid once. Time to go sell another sponsor.
When you are connecting content to your offer, your offer lives as long as the podcast does. It continues to generate revenue for years whenever somebody discovers that episode.
Building relationships with your listeners is so much more powerful than ads. Relationships make your call to action (CTA) more effective.
Create amazing content that leads to your CTA. When you do, you'll find more clients coming to you rather than you chasing them.
START CONNECTING CONTENT
To begin using your podcast to market your business, start with the end in mind. What do you want listeners to do when the episode is over?
Once you've determined the destination, we can now determine how to get there.
The path is your content. When you start with the destination, you know exactly what content to create.
Now, create content that helps your listeners get clarity on their problems and challenges.
This is also true for interviews. When the interview is done, what do you want your listeners to do?
When you determine the destination, you know what questions to ask that will help you get there.
POWERFUL CONTENT
Connecting content to offers takes some art. You can't be all info.
To create powerful content that connects, stir emotion.
Help your listeners see what is possible in the future.
Give examples of your help with others. Everything interesting is about people.
Finally, make them an invitation and offer.
CREATING ENGAGEMENT
I know. You're probably saying, "Yeah, but how do I get them to take action on the offer?"
It can be challenging to create engagement and get your listeners to respond.
First, make it easy. Create an easy feedback loop with your podcast.
If you're like most, you're probably asking how do to know it's really working?
There are times when you're wondering if you're even really talking to anyone.
Getting people to respond requires relationships and engagement with the right audience, not just any audience.
If you're trying to connect with your audience in better ways, you need to create content that connects with that audience and leads them to something more.
What are you doing to get the traction to grow?
When you make a request of your audience, do you never get a reply? Your content is disconnected from your call to action.
Lack of engagement comes from content without emotion.
Start with the end in mind. Decide what you want your listener to do when the conversation is over. Then create content that stirs emotion.
CONNECTING CONTENT WITH STORIES
You can't be information alone. Include stories, personality and heart.
When you include stories, you set yourself apart from everyone else.
Stories also share who you are, what you do, and why.
In his book Start With Why, Simon Sinek says, "People don't buy what you do, they buy why you do it."
Your stories share why you do what you do. Tell more stories.
ATTRACT THE RIGHT AUDIENCE
Let's start building your plan to fill your audience with the right people and turn you into an authority in your niche.
Come join us for the Audience Explosion Blueprint Workshop to build your strategy and grow your audience.
By the end of this 3-Day Audience Explosion Blueprint Workshop, you will have a clear, step-by-step blueprint to grow your audience.
You will begin taking the steps necessary to attract your ideal clients.
This workshop is designed to help you lay the foundation to be known as an influencer and respected authority in your niche.
We roll up our sleeves and build your strategy over three powerful days July 19-21.
Get the full details at www.PodcastTalentCoach.com/audience.
If you'd like to start with a podcast strategy call, apply for your call here:
http://www.PodcastTalentCoach.com/apply
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CURIOSITY CREATES GREAT INTERVIEWS
Do you ever wonder why your podcast isn't growing? Why you aren't attracting more listeners? It could be your own level of curiosity.
We all want more listeners to our show. Yet we struggle to grow.
How great would it be if you were the kind of magnetic host who draws people to you and has the ability to influence that audience to take action?
You can become that known influencer in your space. It begins with becoming unique and standing out from everyone else in your niche.
AUDIENCE EXPLOSION BLUEPRINT
Before we dive into your curiosity, come join us for the Audience Explosion Blueprint Workshop to build your strategy and grow your audience.
By the end of this 3-Day Audience Explosion Blueprint Workshop, you will have a clear, step-by-step blueprint to grow your audience.
You will begin taking the steps necessary to attract your ideal clients.
This workshop is designed to help you lay the foundation to be known as an influencer and respected authority in your niche.
We roll up our sleeves and build your strategy over three powerful days July 19-21.
Get the full details at www.PodcastTalentCoach.com/audience.
BECOME UNIQUE
To become a unique podcast host, you need to embrace your curiosity. It is the most important trait when it comes to creating unique content.
Some of the best hosts are highly curious about everything. This creates great interviews, conversations and content.
Curiosity will take you to places few others will go, because your curiosity is unlike any other's curiosity.
As you hone your curiosity, you will start asking better questions and be able to think on your feet. It is like any other skill you have.
When you use your curiosity during interviews, you only need a couple really good questions. Your curiosity will help you create a powerful conversation by listening as asking solid follow up questions rather than following a list.
HOWARD STERN'S CURIOSITY
Let me give you an example of curiosity during an interview.
Howard Stern was interviewing Billy Joel. During the conversation, Howard starts with a question and then just follows his curiosity. Listen to Howard navigate this discussion.
He asked questions like...
"Was this a tough song to write?"
"What were you thinking?"
"Did you know this piece, the mood of this music feels like a heartbreak?"
"This was a woman that broke up with you?"
"Why didn't it work out?"
"Then words come out? How does it go?"
"Is that a word you would write down sometime?"
He actually gets into the story of the woman. It was Elle MacPherson. But, that's a story for another time.
Howard asks the natural follow up questions his listeners would ask. That's what makes him a great interviewer.
STAY CURIOUS
There are a few things you can do to enhance your curiosity skills.
First, ask questions. Ask questions about everything.
When we were little and we asked "why" about everything, we would drive our parents up a wall. Find the courage to ask those questions again.
Next, follow up the question with another "why". Just like kids, follow your curiosity with more questions. Usually the sixth or seventh why will yield gold.
One of the keys to curiosity is listening. When you actively listen, you'll hear things others will miss.
Be sure to take notes. When you find something that piques your curiosity, write it down. Learn more about it.
Others will typically be interested in the things that interest you. Use these notes to create great content.
Finally, don't be a know-it-all. You don't have to know everything or always be right. Instead, be curious. Truly seek to learn and understand.
FOLLOW THE QUESTIONS
Curiosity begins with asking questions. Challenge yourself to ask questions about the world around you.
It is easy to ask questions about things you don't know. Push yourself to ask questions about the things you know. Asking these questions will really improve your curiosity.
Use questions that start with, "What if..." or "I wonder..."
If you want different answers, ask different questions. Interact with other curious people and people that know more than you.
To get started, make a list of things that pique your interest. What would you like to know more about.
Then, research those things when you have a few minutes. Instead of playing Candy Crush or some other pointless game on your phone, go down a rabbit hole chasing your curiosity.
THE BENEFITS OF CURIOSITY
Curiosity comes with many benefits.
First, curiosity drives relationships. Your curiosity about others demonstrates you have a genuine interest in them. It deepen the relationship.
Next, curiosity breeds creativity. This is where you become unique and an original show host unlike any other.
Curiosity will disrupt stagnation. Being curious will foster change and action. When you are asking questions, new ideas form and move you in a different direction. It creates momentum.
Our curiosity build relationships by showing people we are interested in them and what makes them tick. We appreciate how they are different and unique in their own right.
Finally, curiosity helps us learn new things and grow as a person.
PODCAST CURIOSITY
With your interviews, your curiosity will get your guests to tell you things they've never told anyone.
When you let your curiosity drive the interview, your guest will enjoy telling stories that are different than any other interview they've given.
At the end of interviews, I've had guest tell me they talked about things they've never talked about on an interview. We went down paths they don't typically travel.
To improve your curiosity, you need to practice. Slow down and ask questions.
Just like any skill, you won't be perfect when you begin. It will take time. Just stick with it.
Great podcast hosts are curious. Begin refining your curiosity skills this week.
If you don't have a mentor who can take your hand and walk you every step of the way, go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. We will develop your plan and see how I can help and support you to achieve your podcast goals.
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UNIQUE SHOWS COME FROM UNIQUE PERSONALITIES
When you try to be all things to all people, you end up being nothing. You're not unique.
PICK A SIDE
Focus your topic on what you know best. Be opinionated. Be passionate. Pick a side. Be unique. Most of all, be consistent.
When you try to discuss an industry in general, your audience won't know what to expect when they visit your show.
Let's take Dave Ramsey for example. During the opening of “The Dave Ramsey Show”, Dave would say, "Where debt is dumb, cash is king, and the paid-off home mortgage has taken the place of the BMW as the status symbol of choice."
Dave's show is a personal finance show. Moreover, it is a show about getting out of debt. Dave helps people find ways to pay off their debt and become financially stable.
"The Dave Ramsey Show" didn't discuss particular stocks or mutual funds. It didn't discuss how to go about investing other than simply suggesting you sock away 15 percent of your income for retirement and then some for college.
Dave's show recommends 7 basic steps to financial security. He has been doing a show on these 7 steps for over 30 years. Every show, everyday, every call. It was all about these 7 steps in some way or another.
When you tuned into "The Dave Ramsey Show", you knew what you would get. Dave was focused.
CHANGING DAVE
As Dave gets older and closer to retirement, he is thinking about the future of the show and company. He changed the name of the show from The Dave Ramsey Show to The Ramsey Show.
To help him ease his way into retirement, Dave incorporates other Ramsey Personalities into the show as co-hosts or hosts when he is gone.
The show isn't just hosted by Dave. When you tune in, it could be hosted by Ken Coleman, Rachel Cruze, Dr. John Delony, George Kamel or Jade Warshaw. It may even be hosted by a couple of them if Dave is not there.
The intro of the show has changed. When it was the Dave Ramsey show, Dave would say, "Where debt is dumb, cash is king, and the paid off home mortgage has taken the place of the BMW as the status symbol of choice."
Now with 6 different hosts with different areas of expertise, the intro of the show says, "Where we help people build wealth, do work that they love, and create amazing relationships."
The show has become less focused on getting out of debt and personal wealth and more about life in general.
Before, I knew what I got. I was in financial trouble and needed answers.
Now, I could get anything. Does the show help me with my job search, or my relationship with my in-laws, or getting out of debt, or starting a business, or dealing with my boss, or my kids assuming I will watch the grandkids, or negotiating my credit card rate?
All of it. You don't know what you're going to get or who will be giving it to you.
The show is losing its clarity.
Give your podcast focus. Your audience will appreciate the consistency.
YOU UNIQUE
What makes you different?
When you try to please everyone, you end up pleasing no one. Make people take notice.
You are an expert at your opinion. Give it to people. Take a stand. Pick a side.
Some of the nicest people make the worst podcast hosts. They try to please everyone in the audience. Those people tend to blend into the background and go unnoticed.
I once coached a radio host who was one of the best storytellers I had ever met. When he and I would meet one-on-one for coaching, he would tell me some of the funniest stories I had ever heard. He would tell me stories of his dad that would have me crying from laughing so hard.
He once told me his dad was absolutely convinced the PT Cruiser was the best car ever made. As much as my host would try to explain that the PT Cruiser was simply the Dodge Neon chassis with a different body, his father wouldn't believe it.
The two of them would get in these heated arguments in public about this car. Of all the things in life you could argue about, this happened to be the PT Cruiser.
The way the story was told was full of fabulous details. The host really had the ability to make the stories come to life.
As much as I would encourage him, the host wouldn't tell those stories on the radio. He didn't believe the audience as a whole would be interested. Instead, he played it safe.
He only discussed vanilla content that wouldn't upset anyone. Unfortunately, the show never took hold.
UPSET THEM
If you're not upsetting someone, you aren't trying hard enough.
I would much rather have half the audience hate me and the other half love me rather than the entire audience have no opinion one way or the other. If the audience doesn't have an opinion, they don't care. I'm doing nothing to stir their emotion if I'm not making them pick a side.
If you haven't picked a side and really focused your topic, people won't care. They won't be passionate about your show.
Speak your mind. Be different. Get noticed. Make people care.
BIG PARTY
Big Party on the other hand lived his life on the radio.
I hired Mike from the college station to be the morning host on our Top 40 station. His on-air name was Big Party, because that's exactly what you got.
Big Party has a unique perspective on the world. He would ask questions everyone wanted to ask, but was afraid of asking.
He would tell stories and share thoughts nobody would share. It was my job to help him share his stories and bring out the right pieces to create great content.
We shaped his stories to allow the audience get to know him and what he was all about. People loved it. And, they loved him.
Everywhere Party went, he knew people and they knew him.
The show was authentic, engaging, hilarious, and some of the best radio. His show quickly went to #1.
CONNECT
Your success is all about connecting, inspiring and motivating your listeners.
When you connect, inspire and motivate your audience, you stir emotions within your listener. Those emotions are powerful. Emotions make people come back for more, because the create a bonding relationship.
Connect with your listener by revealing things about yourself. Revelations make you human. They show your listener that you are a normal person and just like them. They can relate to you.
Tell your listener about yourself. Describe the mistakes you've made. Talk about your hardships. Discuss the obstacles you've overcome. Your listener will relate to that.
I WASN'T UNIQUE
When I first began in broadcasting, I had no idea what I was doing. In fact, I was getting my degree in Architecture. I started drafting when I was 13. That was all I ever wanted to do.
I fell into broadcasting by accident. While working weekends at a roller skating rink, I was offered a part-time job at a radio station running some equipment. I was making a few dollars to blow in college … while getting my degree in Architecture.
My first full-time broadcasting job came while still studying Architecture. Each day I was on the air, I felt like an imposter. What right did I have to be on the radio talking to thousands of people everyday? I didn't know anything about broadcasting.
After finishing my Architecture degree, I stayed in radio. Everyday, I learned a little more about broadcasting. I read all I could about the field. Little by little, my confidence grew.
Years later, I realized I could reveal things about myself during my show. People did actually care about me. Relationships formed. Success came my way.
REVEAL THINGS
Self revelation during your show will help your relationships grow as well. Have confidence in yourself to connect with your audience.
Once you've started to build that relationship, you can begin to inspire your audience. If you can do it, they can do it, too. Give him hope. Light that fire of desire within her. Stir emotions. Describe success.
Now that your listener can envision success, show her how to get there. Motivate her to take action. Break the process down to small steps that she can easily take. Motivate her to take a step each day.
Connect, inspire and motivate your listener with each podcast. When you create strong relationships with your audience, you create fans for life. If I can turn a degree in Architecture into a career in broadcasting, you can be successful there as well. Make it happen.
YOUR UNIQUE AUTHORITY
To become an authority and influencer in your niche, you need to stand out and be unique. You can do that by sharing yourself.
Develop your personality and which parts you'd like to highlight on your show. Then, tell stories to develop that reputation with your audience. Build relationships.
If you don't have a mentor who can take your hand and walk you every step of the way, go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. We will develop your plan and see how I can help and support you to achieve your podcast goals.
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One of the best pieces of advice I've ever been given is, "If you can't find a stage, build your own."
GROWING YOUR AUDIENCE FROM STAGE
To grow your audience, you need to get in front of people who don't know you yet. Then, you need to share your story and how you are different.
Finally, you need to invite them into your world.
When I use the term "stage", I don't only mean a physical riser in front of a live crowd during an event holding a microphone. To me, a stage is any time you can speak in front of two or more people.
Stages could be live events. A stage could also be a podcast interview, a radio or TV interview, a virtual summit, speaking to a mastermind group, doing a Facebook Live, participating in a roundtable discussion, or presenting during an online event such as somebody's workshop just to name a few.
So, which should you choose and how do you find opportunities? That's what I want to help you solve today.
Let's begin with choosing the right stage. There are a few questions to ask yourself in order to find the right opportunity.
THE RIGHT AUDIENCE
The biggest factor in choosing a stage is the quality of the audience.
Most people are concerned with the size of the audience.
I've made more money speaking to a small mastermind group than I have speaking to nearly 100 people at a conference. The difference is the quality of the client prospects in the room. Those members of the mastermind were all my ideal clients.
Ensure you get in front of the right audience.
WHAT DO YOU ENJOY?
Next, select the right environment. What speaking activities do you enjoy?
Some people prefer being interviewed on a podcast talking to people you can't see. Others prefer the reaction of a room full of a hundred people.
Do what you enjoy.
INVESTMENT OF TIME AND MONEY
Your stage consideration should also be based on your investment.
Some stages require a fee to speak. It's easy to dismiss paying to speak. But if it is the right room, paying could be well worth it.
The bigger investment is your time. Will you need to travel to the engagment?
Travel can eat up days for a one-hour talk. Not all talks are created equal. Ensure it is worth your time.
CAN YOU PITCH?
What are you allowed to offer from stage?
Some opportunities like TEDx won't let you make any call to action, not even a free download. Others allow you to sell from stage.
Know the rules and how that frames your opportunity.
ARE YOU PROMOTED?
Will the host promote you as a speaker at the event?
Sometimes the promotion of you at the event is more valuable than actually speaking at the event.
WILL YOU MAKE CONNECTIONS?
Who else will be in the room? Sometimes the connections you make at the event lead to other speaking opportunities.
When big connections are possible, the new opportunities could be worth more than the current speaking gig. Consider it an investment in the future.
CAN YOU USE THE CONTENT/RECORDING?
Will the host give you access to the recording to use as you wish?
Maybe you can use it as a podcast episode.
FINDING STAGES
To find a stage, make connections with others. When you see announcements arrive in your inbox, reach out to the host to see if you might be part of their next event.
Ask for opportunities. Email the host and ask, "What does it take to be on your stage?"
If you can't find a stage on your own, let an expert help you. There are many experts around that will help you land a stage.
Steve Eriksen has an amazing platform that will help you land a stage.
STEVE ERIKSEN
When Steve Eriksen hosted a summit for his own coaching business, he couldn't find a good system to help him run his event. So he took his technical background in the events space, combined it with his real-world experience as an event host, and created EventRaptor, a system that makes virtual event management easy - including virtual summits! Steve is the Founder of EventRaptor. His goal is to make Virtual Event Management easy!
If you don't have a mentor who can take your hand and walk you every step of the way, go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. We will develop your plan and see how I can help and support you to achieve your podcast goals.
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Stories connect you to others, because the stories you tell reveal things about you. Those stories let people get to know what you like, believe and value.
VINCE GILL
The way he tells stories is why so many people love country icon Vince Gill. He is so open and transparent with his stories you just feel like you're best friends 5 minutes after meeting him.
Vince released his first album in 1985, but really broke through in 1989 when he signed with MCA Nashville.
When he released Gun Slinger in 2011, he invited a group of us to his house to listen to the album.
His house is pretty amazing. He lives in one of those renovated homes built a hundred years ago.
THE RECORDING STUDIO
At the front corner of Vince's house is a recording studio.
Imagine a large family room. You enter the studio down a couple steps in the middle of the long wall.
To your left surrounding the exterior of the room is his amazing guitar collection. Under the countertop that rings the three walls to the left are about half a dozen drawers. Each holds two guitars.
Hung on the walls above the counters are more guitars as if you were in a music store. There had to be a few hundred guitars in that room. Vince told us most of his collection was in storage with his touring gear.
In the middle of that left half of the room sat the large mixing console facing the far wall with a small recording booth through the door in the close corner.
The right side of the room looked like a warm den. There were oversized chairs, a nice couch, a few end tables and a fireplace. I imagined a lot of songwriting was done in that room.
On wall straight across from the entry stairs was the bookshelf holding his various Grammy Awards, CMA Awards, and other accolades. The Grammys and other awards his wife Amy Grant won were on the shelves as well.
THE STORIES
Above the fireplace hung a destroyed vintage guitar.
I asked Vince about the story behind that guitar.
He said when the floods of 2010 hit Nashville, the storage facility most of the big country artists used for much of the gear was under water. All of the gear in that huge warehouse was destroyed, including many of Vince's prized guitars.
The guitar that hung on the wall was one of the oldest that Vince had in his collection. He salvaged it from the flood and hung it on the wall as a reminder of how precious time is for all of us.
As we made ourselves comfortable in the studio, Vince had his producer cue up the new album. He would then proceed to tell us a story about how a song was recorded or about the inspiration behind a song.
Then he would play it for us. It was amazing.
BREAD AND WATER
One song on Guitar Slinger held a very special place for Vince. He told us "Bread and Water" is loosely based on his brother who had a rough stretch of life.
Vince's brother was in a car accident and almost killed when he was just 21. He never fully recovered.
As he told the story of his brother, Vince said his brother would kind of hobo around. He would often spend time at the mission.
Vince then plays the song for us.
The opening stanza of "Bread and Water" goes like this:
One night he wandered into that old mission
The one out on the poor side of town
He really had no interest in salvation
Just a place to lay his drunk ole body downVince got a little choked up when he told the story of his brother as he introduced the song.
Once he played it, the song took on such a different and more powerful meaning for all of us in that studio. Check it out on YouTube. You'll see what I mean.
INTERESTING STORIES
After about four songs, Vince says, "Are you guys enjoying this or are you just getting bored with my old stories?"
Each and every one of us emphatically chimed in that we wanted more stories. I could have sat there for a week and listened to Vince tell stories.
It was truly one of the highlights of my career. When the Eagles recently came to town, I went to see this tour, because Vince was playing guitar and singing the parts left vacant with the passing of Glenn Frey. It was so great.
I have seen Vince Gill play probably half a dozen times at various events. I've met him twice. He has always told great stories, and everybody loves him.
His stories make you feel like you've been best friends for years.
That's what stories can do for you. When you tell stories, you build relationships. You create an identity and personality. People are attracted to you.
To discover how to use stories to grow your audience and build your authority, join me for my next Audience Explosion Blueprint Workshop. You can get full details at www.PodcastTalentCoach.com/audience.
During this 3-day workshop, you'll have a clear, step-by-step blueprint to grow your audience. You will lay the foundation to be known as an influencer and respected authority in your niche.
This workshop will help you begin attracting raving fans who share your podcast and purchase your programs.
Come join us. Find the details at www.PodcastTalentCoach.com/audience.
MICHELE GUNDERSON ON STORIES
On this episode, I want to share with you an interview I did with Dr. Michele Gunderson. She is an expert on stories.
As a former University instructor and Iyengar yoga teacher turned entrepreneur, Dr. Michele Gunderson has the unique ability to help you align your inner world and outer world stories in ways that will catapult your business.
Her clients go from having less impact than what they’re capable of, to creating five- or six-figure months in a business they love.
This conversation is all about the power of story in your podcast.
Enjoy my conversation with Michele Gunderson.
ADD STORIES
To get Michele's free gift "7 Quick Tips for Crafting an Inspiring Story that Sells", visit www.PodcastTalentCoach.com/storytips.
To discover how to use stories to grow your audience and build your authority, join me for my next Audience Explosion Blueprint Workshop. You can get full details at www.PodcastTalentCoach.com/audience.
If you don't have a mentor who can take your hand and walk you every step of the way, go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. We will develop your plan and see how I can help and support you to achieve your podcast goals.
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One of the biggest struggles podcasters face is how to monetize a podcast. They simply rush to the monetization phase without doing the foundational work first.
MONETIZE A PODAST WITH AUTHORITY
Before you can monetize your podcast, you need to have authority and influence in your niche.
In this episode, I will share nine ways to monetize a podcast. But none of these ideas will work without authority.
If you can't influence a room and move the crowd toward action, no monetization strategy will be effective.
To have influence and authority, you need to become well known in your niche. You will become well known by becoming known well. And you become known well by telling your story and building a relationship with your audience.
The rapport you build with your audience feeds that authority. When they are ready to solve their problems, your audience will start with those with whom they have a relationship.
Relationships start with familiarity and grow into trust. It is the foundation of authority and influence.
Once you have influence over an audience, you can motivate them to take action.
This is where all monetization begins. If you aren't monetizing your podcast, you probably haven't spent enough time building relationships, authority and influence.
If you would like help building that strategy, take advantage of my podcast strategy call. You can find details and apply for a call with me online at www.PodcastTalentCoach.com/apply.
Let's talk about why coaches struggle to monetize a podcast.
PODFADE
I was working with a client creating a strategy to get her interviewed on other podcasts. It's a solid way to grow your audience.
The term podfade has been around for years. A podcast podfades when the host just stops publishing new episodes and the show fades away.
It has often been said that the big hurdle is around 7 episodes. I always thought it was an old wives' tale.
Then she and I opened Apple podcasts and started searching for podcasts that fit the criteria.
To find shows that will interview you, the podcast needs to meet 3 important criteria.
First, the show needs to fit your niche. It should appear that the podcast is talking to your ideal target listener. Not necessarily your topic, but indeed your listener.
Next, the prospective podcast needs to actually interview guests. There is no need to reach out to a show that doesn't do interviews.
My podcast was solo for the first 275 episodes. It didn't stop people from reaching out telling me they would make the perfect guest.
Finally, the podcast needs to be actively publishing new episodes.
FRESH EPISODES
So we searched caregiving in Apple podcasts. Here is what I find today.
12 Step Guide to Caregiving – 1 episode published in May 2018
Twenty-Four Seven: A Podcast About Caregiving – 19 episodes, last in December 2022
Caregiving Coach – 19 episodes, but last was July 2023
The Caregiving Secrets Show – 7 episodes, last published June 2021
Caregiver Storyteller – 18 episodes, last show November 2023
Caffeinated Caregivers – 9 episodes, but only 3 in the first 5 months of this year
Caregiver Conversations – 19 episodes, last published July 2023
Caring for the Caregiver – 4 episodes, last published September 2020
Eye on the Caregiver – 22 episodes, last published May 2023
Caregivers Share – 9 episodes, last published December 2023
The Senior Caregiver Podcast – 8 episodes, last published November 2019
The Purposeful Caregiver – 14 episodes, last published December 2023
Now there are many others that have hundreds of episodes. But these dozen have fewer than 24 episodes. They didn't even make it half a year.
Whether it's 7 episodes or 14 episodes, many podcasts fade away early for 3 reasons.
First, the podcaster realizes that podcasting is more work than they thought it would be. They don't have a system to consistently produce a weekly episode without eating their entire week.
Next, the podcaster discovers the audience doesn't grow as fast as they thought it would. They haven't built a system to quickly and easily build their audience.
Finally, the podcaster gets frustrated that the podcast isn't generating revenue like they thought it would. This typically happens because they haven't created a strategy to leverage the audience attention to generate sales.
We've talked a lot about producing and growing your show. Let me give you 9 ways to monetize a podcast.
The first two I really dislike. The other seven are solid.
MONETIZE A PODCAST WITH ADS
The first way to monetize your show is advertising on your show, just like radio.
Unfortunately, this won't work for you. And it's bad for business.
Most advertising agencies and large advertisers want podcasts with 5,000 downloads per episode. Only 7 percent of all podcasts reach this level.
If you're not nailing 5,000 downloads per episode, you most likely won't be landing any advertisers either.
Advertising is bad for business, because it clutters your show. People are fleeing traditional media to get away from ads.
We would do research with our radio listeners. Time and time again, listeners would tell us the one thing they hated most was all the commercials.
It didn't matter how many commercials we played, it was too much.
I once programmed a radio station where we promised to never play more than 3 minutes of commercials. In comparison, many stations play 8 or 10 minutes of commercials today.
We quickly went to #1 in the ratings with that station. But the top complaint was still too many commercials. People simply don't want commercials in their content.
It takes a lot of time to sell advertising. And you're always trying to sell the next one. On top of that, your show can only hold a limited number of ads. Your revenue will have a ceiling.
COMMODITY
But the worst part of advertising is that it turns your podcast into a commodity. Advertisers treat your audience the same as every other audience. They will pay a set amount of money per 1,000 listeners.
That assumes the thousands of listeners to Joe Rogan's podcast are the same as the thousands of listeners to Gary Vaynerchuk's podcast. And that simply isn't true.
If you advertised Quickbooks on Gary's show, how many listeners need Quickbooks? Probably a good proportion, because many of Gary's listeners are entrepreneur's or have a side hustle.
If we advertised Quickbooks on the Joe Rogan podcast, how many listeners need it? We don't know. The audience is too broad. Only a fraction of the listeners are entrepreneurs. Some work retail. Others work blue collar jobs. Some sit at a desk. Others are managers.
Advertising Quickbooks on Gary's show would be much more effective than ads on Joe's show, because a greater percentage of the audience are qualified buyers.
However, agencies treat all audiences the same. Your show becomes a commodity. Salt is salt regardless of the brand. That's unfortunate for your show.
There just isn't enough benefit to attempt to monetize with ads. Skip it.
SPONSORSHIPS
Sponsorships are similar but a bit different than ads.
Most of the same negatives you get with ads also come with sponsorships. There is a ceiling on your revenue, it takes a long time to sell, and your listeners don't want it.
The difference is the relationship. Sponsors typically support the show and are tied in with the podcast more than an ad on the show.
An ad says, "Buy Blue Apron". It rarely has anything to do with the podcast. The advertiser simply wants access to the audience.
A sponsor supports the show and is usually a good fit.
Smart Passive Income with Pat Flynn is sponsored by Circle, ClickFunnels, Interact and other tools that online entrepreneurs use. Pat can talk about how he uses these tools in his own business. It's more than just an ad.
With sponsorships, you can also go beyond the podcast.
Sponsors can be included on your website, in your newsletter, on your social media accounts, as sponsors of your events, and a variety of other ways. This relationship is a lot more than an ad. It is worth a lot more as well.
SMALL AUDIENCE
There are ways to land sponsors without a huge audience when you stack your value.
An advertiser would get an ad on your episode to your 150 listeners.
A sponsor would get those 150 listeners. They would also get the 2,500 people on your email list, the 1,500 people following you on Facebook, the 1,200 people on your Instagram, the attention from the 800 people who visit your website every month, and the 150 people that register for your webinar.
Instead of the 150 listeners the advertiser receives, the sponsor gets the attention of 6,300 collective fans from all of your channels. Stack the value.
On top of that, your sponsor's product is exactly what your fans need. Only a few of Pat Flynn's fans would want and need Blue Apron. But most all of them could use ClickFunnels.
Though I'm not a fan of sponsorships, I like them better than ads.
SELL YOUR STUFF
My favorite way to monetize your podcast is to sell your own stuff. You control everything.
With your own products, you know the quality of the goods. You know exactly what your listeners are receiving.
You also keep all of the revenue when you sell your own stuff. Double win.
Courses, books, digital products, software and merchandise are just a few things you can sell to your audience.
I like products, because you do the work once to create it and can sell it over and over again. You can also incorporate your stuff into your content.
SELL YOUR COACHING
The next way to monetize your podcast is to sell coaching. I like this as much as selling your stuff.
The downside of coaching is time investment. It takes your time to continue to deliver while products require you to do the work one time.
On the other hand, coaching is usually sold for more. It is a bigger ticket with more revenue upside. You need to make fewer sales to generate more revenue.
One-on-one coaching can move to group coaching to leverage your time. This will happen after you find the common challenges amongst your clients.
SELL OTHER'S STUFF - AFFILIATES
I've really had good success with affiliate sales as a way to monetize my podcast. This is how Pat Flynn got his start.
With affiliate sales, you promote somebody else's product or service on your podcast. It is best when you tie it into the content. Then you provide your affiliate link.
When your listeners buy through your affiliate link, you earn a commission. The rate you earn can usually vary from 10% to 50%, but I've seen as high as 100% on an event ticket where the host will sell their high-end program.
There are quite a few benefits to affiliate marketing. You don't have to create the product. There is no concern about fulfillment. Affiliates will often give you swipe copy and graphics to market the products.
The downside to affiliates is the need to continuously sell. When somebody buys, they aren't your clients. They become the customer of your affiliate. You're basically starting from scratch each time.
There is no chance for an upsell with an affiliate product. The client is buying from your partner. There is no chance to go back and offer them the opportunity to buy again.
When working with an affiliate partner, you also don't control the quality of the product. Always ensure you are dealing with quality companies. Your reputation is on the line when you endorse an affiliate product.
As a matter of law, be sure you don't make false claims or say that you use a product or service that you do not use. You cannot say "it tastes great" if you've never tasted it. It sounds logical, but many do it. Statements like that are against Federal Trade Commission regulations.
PROMOTE EVENTS
Using events is another way to monetize your podcast.
Rather than promoting your products or services on your show, hold an event. Promote the event on the show and sell products and services at the event.
Your events could be webinars, workshops, VIP days, 3-day events, live events, conferences, or any other gathering.
There is power in community. Bring your audience together, and help them make progress. Once you help them solve a challenge, you can offer the opportunity to go deeper with you. Make them an offer for your products and services.
These events can be free or can come with a fee. It all depends on what the attendee receives during the event. What transformation will they experience?
Whether or not to charge is also determined by the amount of work it will require from you to create the event. Webinars are typically free, because it's only an hour of your time. 3-day events usually require an investment, because you are providing tremendous value over the course of 3 days.
DONATIONS AND CROWDFUNDING
Many podcasters use donations and crowdfunding to monetize their podcast. I'm not a fan.
Your listeners shouldn't need to donate to your hobby.
Instead, sell them something.
Don't say, "Please give me $5". Instead say, "If you'd like to support the show, purchase a show t-shirt for $25 on the website."
With the $5 donation, you get $5 and the feeling of receiving a handout. Your listener gets nothing.
With the $25 t-shirt, you get $15 or more after the cost of the shirt. Your listener gets a great shirt. Everybody wins.
There are plenty of print on demand shops that can help you with this. You can also buy a gross and ship them as they are ordered.
PREMIUM CONTENT
I don't see many people use the idea, but selling premium content is a way to monetize your podcast.
You could create basic info on the podcast. Then offer additional content, behind the scenes content, video footage, supporting documents, or a variety of other premium content for a price.
Interviews could be used for this. The podcast could be the basic 30-minute interview. Premium content subscribers get an addition 30-minute interview with key takeaways and other "never before told" stories in the premium content.
MEMBERSHIPS AND MASTERMINDS
Finally, memberships and masterminds are a great way to monetize your podcast.
A membership is like premium content with a community element attached.
The mastermind idea is the community without the premium content.
This idea is driven by the podcast using the fear of missing out. On the episode, talk about what you've been doing in the membership or mastermind. Make people really want to be part of it.
The great thing about memberships and masterminds is the recurring revenue. People are paying each month to be part of the group.
YOUR MONETIZATION
Let's talk about your monetization. Take advantage of my podcast strategy call. Let me help you develop your monetization plan.
If you don't have a mentor who can take your hand and walk you every step of the way, go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. We will develop your plan and see how I can help and support you to achieve your podcast goals.
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FIRST, GET NOTICED
Before you can grow relationships with your audience and become an authority and influencer in your niche, you need to get discovered. Making your podcast discoverable is one of the first critical steps.
So many podcasters struggle to grow their audience. However, they are doing very little to be visible and become discoverable.
You cannot expect people to just show up to your podcast. It takes diligent, deliberate action on your part to get in front of those listeners.
As you build the relationships, many will become fans for life.
CHICAGO GETS NOTICED
I just saw the band Chicago perform Wednesday night. It was a full house even though only 2 of the 10 guys on stage were original members of the band.
Jimmy Pankow on trombone and Lee Loughnane on trumpet were the only two original members on stage. Robert Lamm is still listed as a member, but for some reason he wasn't there.
Even the lead singer is the third replacement after Peter Cetera left the band in 1985.
Chicago has been touring for over 55 years. Over those years, they have been building relationships. They have toured relentlessly for years gaining more and more fans at each show.
In 1971, Chicago performed a week of sold out shows at Carnegie Hall in New York City. They were the first rock band to do it and turned the shows into a 4-disc box set as their fourth album.
Six years later in 1977, Chicago became one of the first acts to receive the Gold Ticket Award from Madison Square Garden in New York City. It was a new award given to performers who sold over 100,000 tickets to performances at the venue. Chicago drew over 180,000 people to the venue in nine sold-out appearances there over the years.
On Wednesday night, a full house at the 5,000-seat outdoor amphitheater sang, danced and partied with a band that was a shell of its former self. And the fans couldn't have cared less.
It was legacy.
The music holds a special place in the hearts of fans even though the original guys aren't there performing it.
It's all about relationships.
DISCOVERABLE THROUGH PODCASTS
Relationships begin by getting discovered.
There are many ways to get discoverable. Some work better than others.
In studies that have been done, most people discover new podcasts through word of mouth. They hear somebody else mention the show.
Therefore, my favorite way to get discoverable is to get interviewed on other podcasts.
Podcast listeners listen to podcasts. Give them options.
SUMMITS
I find summits a good way to become discoverable. Though all summits are not created equal.
I've been on summits that have 15 people at the session. However, I was on an AI summit a few weeks ago where 350 people were there.
A summit is like a virtual conference. A group of experts give presentations centered around a the theme of the summit.
Summits typically last anywhere from one to five days. The session are usually interviews or presentations.
During the presentation, the presenter will usually offer a free lead magnet to get people on their email list.
When I was on the summit with 350 people in the room, I was able to add 125 people to my email list. Just ensure your presentation and gift match the audience the summit is attracting.
OTHER WAYS TO GET DISCOVERABLE
There are a variety of other ways to get discoverable.
You can get on stage at conferences in your niche.
Find ways to get mentioned in articles.
Do Facebook lives in groups with group owners. Just connect with the owner of the group and see if you can add some value to their group.
I've have huge success speaking to masterminds. These are typically small groups, but they've invested to be there.
You can also create your own virtual events that partners can promote.
DANIEL J. LEWIS
Today, I want to share an interview I did with Daniel J. Lewis. He is a master at getting your podcast discoverable.
As a multiple-award-winning podcaster, Daniel J. Lewis gives you the guts and teaches you the tools to launch and improve your own podcast for sharing your passions and P.R.O.F.I.T!
Daniel created the Podgagement software to help you engage your audience and grow your podcast, and he teaches podcasting techniques through consulting and online courses.
He hosts his own podcast about podcasting called The Audacity to Podcast along with a few other podcasts. Daniel has also been nominated for multiple awards.
Enjoy.
FREE GIFTS
You can get Daniels free gifts at www.PodcastTalentCoach.com/daniel. It is an email-based course called "How to Make Your Podcast Stand Out".
Be diligent and deliberate to grow your audience, get noticed, and start building powerful relationships. It's your first step to becoming an authority and influencer in your niche.
If you don't have a mentor who can take your hand and walk you every step of the way, go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. We will develop your plan and see how I can help and support you to achieve your podcast goals.
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To make your impact on the world, you need attention, authority and influence. A great way to create that rapport is through virtual events.
PROMOTE THE EVENTS
You can promote your virtual events with your podcast. At the virtual event, you can get closer to your audience, build stronger relationships, and demonstrate your expertise.
To be an influencer, increase your visibility.
Virtual events are any online gathering that allows you to present to a crowd and move a room.
Some of the most common virtual events include webinars and summits. You can also create workshops, VIP days, masterclasses, networking events, 3-day events, meet-ups, online conferences, and a variety of other gatherings.
On your podcast, you can discuss the transformation people will experience at your event. Then, make the invite.
At the event, deliver value, help people get results, and make an offer to them.
BEST EVENTS STRUCTURE
There are three things your participants should receive at your events.
First, they need to receive your training. Teach them something that will help them solve a problem.
Next, they need to do something. This could be homework during a 3-day event or simply generating ideas during a webinar. Get your participants to take a step forward.
Finally, participants of the events need to share. They could share the ideas they just generated in the chat during a webinar. During 3-day events you can put them into breakout rooms to share with each other.
Sharing makes the doing real. This is similar to sharing goals. Studies show that when you share goals, you are more likely to achieve those goals.
Learn, do and share is an effective structure of all great events.
POWER OF EVENTS
There are many benefits to doing live events.
Events give you more face time with your prospects. You can build stronger relationships and rapport as part of the sales process. They get to know you better.
These events let you learn more about your prospect and their challenges. The more they do and share during the events, the more you discover how you can help them. It is powerful market research.
Events allow you to make more offers to your prospects. These people are spending good time with you. If you've built your structure properly, you are providing great value. Now you can offer them the next step with you.
Finally, events give you more visibility. You gain by the visibility of promoting the event. There is benefit by the visibility you get during the event. And then you can benefit by continuing the discussion online with participants after the events.
MY EVENTS
When it comes to building my events, I learned by watching those already conducting successful events.
By participating in and helping with their events, I learned what worked and what didn't. I discovered what I should do and what I should avoid.
To make my events successful, I tried to find those who already had authority and influence in their niche. Then, I offered to help them with their events for free. I just wanted to be close enough to learn.
Today I conduct a variety of events including summits, workshops, 3-day events, masterminds and more. It has been a powerful way to build my authority and influence. It can help you as well.
EVENTS WITH JANELLE ANDERSON
Today, I've invited events expert Janelle Anderson on the show to help us learn how to create our own powerful event.
Janelle Anderson is known as the Speaking Confidence Coach for coaches. She is a Certified Professional Coach, author, and renowned speaker.
Janelle is on a mission to empower coaches to launch on a strong foundation of clear messaging aimed at the audience most aligned with their passions and strengths.
She helps coaches grow their business through masterful speaking and storytelling with her business, Emerging Life Coaching.
Her latest event is the Art of Influence Summit where I'm proud to be a speaker. Enjoy my conversation with Janelle Anderson.
GET STARTED
Get started with your events today. Join us for the free training coming up May 21st at 6pm ET/3p PT. It will show you how to create, host and run simple, profitable and virtual events.
You can get registered at www.PodcastTalentCoach.com/virtualevents.
Build your virtual events to grow your authority and influence in your niche.
Janelle and I look forward to seeing you there.
If you don't have a mentor who can take your hand and walk you every step of the way, go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. We will develop your plan and see how I can help and support you to achieve your podcast goals.
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