Create Results Without A Big Mailing List – Episode 081


Create Results Without A Big Mailing List – Episode 081

Erik K. Johnson & Tim McGraw

This week I am at the Country Radio Seminar in Nashville, Tennessee. It has been an amazing week so far. I am learning so much about audience engagement and am looking forward to sharing it with you in the coming weeks. That photo is me with the amazing Tim McGraw.

A few years ago, I saw an amazing presentation that debunked the 80/20 principle.

The 80/20 principle proposes that 80% of your results is created by 20% of your efforts. This could be 80% of sales from 20% of customers. It could also be 80% of success attributed to 20% of efforts.

This particular session focused on a study done in 2008 by Catalina Marketing that found that 80% of your results are driven by 2.5% of your efforts. Specifically, it found that 80% of sales at large companies like Coca Cola are driven by 2.5% of their customers. You can find the entire study here.

The study really proved that consumers no longer strive to be part of the crowd, but rather seek products that reflect their personal preferences, needs and lifestyle choices. Examples of companies that have built successful business models that appeal to the “me” consumer include Starbucks®, Apple®, Facebook® and Dell™.

This theory is perfect for podcasting. We can truly niche down and focus on the 2.5%. We can move the needle with a group of super fans much smaller than we once thought.

What are you doing to reach the 2.5%? How can you create results without that big mailing list?

Your podcast is a great vehicle to do just that. Let’s find the content to move your 2.5%.


Develop your brand by developing an emotional connection. Stories will help you create that connection by revealing things about yourself. Hype will not sustain a brand. You need to be true to who you are.

A brand is a promise. You must deliver on that promise every time.

A brand is a collection of perceptions. You must deliver those perceptions consistently.

Speak the language of your audience when you deliver on your promise and your perceptions.


Use your podcast and other digital assets to drive your 2.5% to your website with a powerful call to action. Make sure you convert the visits with a very specific call to action every time.

In order to create a powerful call to action, create your plan. What is the goal of your show? Use your goal to create content that helps your audience. Create fans with your great content. Then, move them with your call to action.

You do not need a huge audience or a big mailing list. You only need a very passionate few percent. What are you doing to motivate your 2.5%?
The Country Radio Seminar is teaching me so much. It is also an amazing way to meet new people. You can do the same. Join me at New Media Expo April 13-16 in Las Vegas. I would love to see you when I present my session on powerful storytelling.

Learn how to use stories to create that engagement and powerful call to action. Meet a ton of new people to help you move your business forward. Use my affiliate link and promo code to save $100 on your registration here.
I’d love to help you with your podcast. Post any questions or comments you might have, or e-mail me at

You can find my podcast and other tools to help you create great content at Let’s turn your information into engaging entertainment.

Let’s turn your information into engaging entertainment.

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