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Podcast

Answers To Your Podcast Questions – PTC 359

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I did a Facebook Live “Ask Me Anything” the other day on the Podcast Talent Coach Facebook Page. On it, you got answers to your podcast questions.

We talked about everything from selling and monetizing your show to using text messaging as a way to interact with your listeners.

I thought I would share those answers with you today.

BOOTCAMP

Before we jump into it, I want to invite you to a powerful event I am holding where I will help you build your podcast monetization strategy. We actually get stuff done in this day-long bootcamp.

So many times, we go to webinars hoping to learn something only to find out it is full of fluff. We might walk away with one or two ideas after an hour. But we are really only there for the sales pitch.

You now have a chance to join me for a 6-hour Podcast Profits Bootcamp where I will walk you through the entire process to build your podcast monetization strategy. It’s actually 7 hours, but you get an hour for lunch.

During this event, we will build a few ways to monetize your show that are perfect for you. This isn’t one size fits all. It is specific to your podcast.

You can enroll at www.PodcastTalentCoach.com/bootcamp.

You will get a workbook that will help you stay on track as we develop your strategy. During the bootcamp, we walk through the workbook step-by-step.

We will start with your foundation to ensure you are building on solid ground. Then, we will develop your purpose. I’ll show you why most podcasts don’t make money, so you can avoid those pitfalls.

Many people think ads and sponsorships are the way to make money with your show. That is a myth. It is the worst way. Sponsorships require a very large audience and a lot of sales time. Ads also have a revenue ceiling.

I’ll show you a better way during the Podcast Profits Bootcamp. I won’t just show you, we will build it together. We will discuss the various ways you can monetize your show, and we will pick the strategy that is right for you.

Finally, you will have plenty of time to ask me questions to refine your strategy.

This is so much more than a webinar or workshop. It is a bootcamp where we will actually get things done.

Where most webinars last an hour, this is an all day event.

REGISTER

Registration for the Podcast Profits Bootcamp is $197 for this 6-hour bootcamp and your workbook. More importantly, you walk away with your monetization strategy for your show.

Right now, you can enroll for $197. Enroll now and secure your spot.

You can enroll at www.PodcastTalentCoach.com/bootcamp.

If you are ready to build your podcast monetization strategy, the Podcast Profits Bootcamp is for you. You’ve spent enough time attending empty webinars and trying to find sponsors. Now is the time to build a real strategy.

Let’s sweeten the deal for you a little more. If you enroll in the Podcast Profits Bootcamp, You will also get a bonus prep call to get you ready for the event. This is where we help you gather all of the information and ideas you’ll need before the bootcamp begins.

Let’s get you registered for the Podcast Profits Bootcamp. Jump in right now at www.PodcastTalentCoach.com/bootcamp.

QUESTIONS

My biggest challenge is growing the audience. What’s the best way? – David

How do I maximize the content while minimizing the time & effort? – Anne

I’d love to know if you have any thoughts on SMS text marketing? I think I’d be able to get more engagement if my busy moms could simply text me a question about a product or service instead of sending in a voicemail or sending an email. Do you have any recommendations for a service provider to work with? – Laura

How do I direct people to more than the freebie. – Karen

How do you know your worth? I’m not good at selling. – Mike

Offer things without making it sound like an ad. Hard to make yourself likable while selling something. – Cheryl

How does the podcast fit into the whole marketing plan? – Bruce

GET ANSWERS – ASK ME ANYTHING

I will be doing more “ask me anything” sessions on the Podcast Talent Coach Facebook page. If you are not following me there yet, head to PodcastTalentCoach.com/Facebook.

I would love to have you join us and get your questions answers to your podcast questions.

BOOTCAMP

Come join us for the Podcast Profits Bootcamp. It is a powerful event that will help you build your podcast monetization strategy.

So many times, we go to webinars hoping to learn something only to find out it is a big sales pitch. We might walk away with one or two ideas after an hour. But we are really only there for the sale.

You have a chance to join me for a 6-hour Podcast Profits Bootcamp where I will walk you through the entire process to build your podcast monetization strategy.

During this event, you will discover 9 different ways to monetize your show. Then, we will build your specific way to generate revenue that is perfect for you. This isn’t one size fits all. It is specific to your show.

You will get a workbook that will help you stay on track as we develop your strategy. During the bootcamp, we walk through the workbook step-by-step.

We will start with your foundation to ensure you are building on solid ground. Then, we will develop your purpose.

Many people think ads and sponsorships are the way to make money with your show. That is a myth. It is the worst way. Sponsorships require a very large audience and a lot of sales time. Ads also have a revenue ceiling.

I’ll show you 9 better ways during the Podcast Profits Bootcamp. I won’t just show you, we will build it together. We will discuss the various ways you can monetize your show, so you can pick the strategy that is right for you.

Finally, you will have plenty of time to ask me questions to refine your strategy.

This is so much more than a webinar or workshop. It is a bootcamp where we will actually get things done.

Where most webinars last an hour, this is a 6-hour, all day event.

REGISTER

Registration for the Podcast Profits Bootcamp is $197 for the 6-hour bootcamp, your workbook and your monetization strategy for your show.

You can get the details at www.PodcastTalentCoach.com/bootcamp.

If you are ready to build your podcast monetization strategy, the Podcast Profits Bootcamp is for you. You’ve spent enough time attending empty webinars and trying to find sponsors. Now is the time to build a real strategy.

Let’s get you registered for the Podcast Profits Bootcamp. Jump in right now at www.PodcastTalentCoach.com/bootcamp.

Podcast

Grow Your Podcast Downloads – PTC 342

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There are three important steps to growing your podcast downloads. The three steps are awareness, attraction and retention. I like to call it promotion, programming and personality. Today, I want to help you grow your downloads by focusing on promotion.

TRAINING

I will be holding a free training called “How To Make Money With A Free Podcast … Without Ads and Sponsorships.” This is the exact step-by-step process to grow your audience, attract your ideal customers and clients, and make money with your podcast.

You can join us for free. Register at www.PodcastTalentCoach.com/growth.

On this free training you are going to discover:

  • How to create a successful podcast using your personality
  • Why some podcasts don’t make money and how to avoid those pitfalls
  • How to attract your ideal clients with your podcast
  • How to keep listeners coming back episode after episode
  • And more!

Register for free at www.PodcastTalentCoach.com/growth.

DOWNLOADS

Before you can make money with your podcast, you need to grow your podcast downloads. You don’t necessarily need a big audience. To drive your business, you need the right audience.

Less than 7% of all podcasts have an audience large enough to attract big sponsors and advertisers. There are much better ways to monetize your podcast.

Many people believe sponsorships and advertising are the only ways to make money with a podcast. Untrue.

In fact, you shouldn’t clutter up your show with ads. Instead, use your podcast as a powerful marketing tool for your business.

Podcasting is huge. You have incredible power in front of you. Let me show you some numbers.

There are just under 2 million podcasts today. On the other hand, there are over 600 Million blogs and more than 1.3 billion YouTube videos. Where do you want to compete?

Podcast search engine Listen Notes reports there were 246,782 podcast debuts in 2019 alone. Today, more than 90 million people in the U.S.— approximately 32% of the U.S. population over the age of 12 — have listened to a podcast in the past month according to Edison Research.

According to The Nielsen Company, the total podcast audience is growing at a compound average growth rate of 20%. And that could mean the overall audience for the medium could double within the next five years. Now is the time to stake your claim in your niche. Get noticed and build your audience.

Let’s talk about why many podcasts don’t make money. There are a 6 reasons podcasts don’t make money or attract clients. Let me give you the big two.

You already know that ads and sponsorships are a tough sell, especially if you are not in the top 7%. If you are part of the other 93%, how can you make money?

It’s all about the right audience.

WHAT ARE YOU SELLING?

The first issue most podcasters face is you don’t have anything to sell.

When podcasters contact me for coaching, our first step is a podcast strategy session. During that call, we define goals and the strategy to achieve those goals.

Though the questions vary, one seems to consistently come up. “How can I make money with my podcast?” I ask, “What are you selling?”

Can your listeners currently give you money for anything?

As coaches and content creators, you probably have something to sell. You just need more people to buy it.

ARE YOU ASKING?

The second problem is you are not asking for the sale

Podcasters say, “Yeah, Erik. I have a course for sale. Nobody is buying it.”

Have you told anyone about it?

One of my buddies has a great course available. I had known him for six months before I knew anything about it.

Once you build your rapport through your podcast, the “yes” should become a formality if you actually ask for the sale and help your listener succeed.

THE RIGHT PODCAST DOWNLOADS

The big challenge is the audience. You need to find an audience full of your ideal clients.

When I started building my e-mail list, I developed multiple lead magnets that would help my podcast audience. I then offered those on my show.

My list grew nicely. My podcast downloads grew as well.

Before too long, I had about 500 people on my e-mail list. My show was getting about 200 downloads an episode.

Then it happened. I hit that plateau. Has that happened to you?

My podcast downloads stopped growing.

What I discovered was what worked yesterday doesn’t necessarily work today. That doesn’t mean you need to chase the next big thing. It simply means you need multiple streams of traffic.

That’s when I discovered my ability to diversify my traffic.

I participated in a few gift giveaways. My list doubled. My podcast downloads grew as well.

Then I gave a few presentations on summits and did a few podcast interviews. My downloads ended up doubling in a few months.

If you want to grow your downloads, find ways to get in front of your ideal audience.

MULTIPLE STREAMS

You should not try everything at once. Pick 3 that you enjoy and can do well.

My former coach Marc Mawhinney calls this his three pillars. What three traffic sources are you going to use to reach your ideal clients and potential listeners?

You could use stages. By stages I don’t only mean physical stages. The term stage refers to any platform where you can speak in front of a group of people.

Stages could include real stages. It also includes podcasts, radio shows, summits, webinars, Facebook lives and other speaking opportunities.

You could also use social media as a strategy. Be active in groups.

Gift giveaways are a great way to reach new people. This is where a group of similar experts team up to provide a bunch of valuable free gifts to their e-mail lists.

In a gift giveaway, each expert contributes a gift. All experts typically e-mail their list a few times and post on social media inviting people to get the gifts. When people opt in for your gift, they are added to your e-mail list.

Gift giveaways are a great way to build your list and reach a new audience.

YOUR LIST

Building your e-mail list is a great way to start the relationship with your listener. By e-mailing your list with valuable resources and information, you build your credibility and trust.

You need to serve when you e-mail. Send information your listeners can use.

When I send my daily e-mail, it always contains a tip or piece of information my listeners can use. This varies from content to growth to monetization. Every e-mail begins with something my listeners can use.

The tip is typically followed by an opportunity to go deeper and get even more help. Sometimes this is from me. Other times it is from one of my partners.

My e-mails are rarely 100% focused on sales. There is always value. If I only send sales e-mail or only send when I have a pitch, people stop opening my e-mails.

I understand your inbox is valuable. Therefore, I deliver value.

MONETIZATION

If you want to monetize your podcast, it all begins with building the right audience.

You need to find ways to promote yourself to new listeners. Continuing to market to the same pool will not help you grow. Find new fans.

Once you find listeners, find ways to help them. Then, keep them coming back again and again.

Those are the three steps to grow your podcast downloads. Promotion, programming and personality.

JOIN US

Come join my on my new training called “How To Make Money With A Free Podcast … Without Ads and Sponsorships.” This is the exact step-by-step process to grow your audience, attract your ideal customers and clients, and make money with your podcast.

This is the process I use. I will teach it to you in this training. You can join us for free. Register at www.PodcastTalentCoach.com/growth.

On this training you are going to discover:

  • How to create a successful podcast using your personality
  • Why some podcasts don’t make money and how to avoid those pitfalls
  • How to attract your ideal clients with your podcast
  • How to keep listeners coming back episode after episode
  • And more!

Register for free at www.PodcastTalentCoach.com/growth.

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.

Podcast

6 Steps To Start A Podcast – PTC 338

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If you want to start a podcast, don’t make it harder than it needs to be. Follow these 6 steps and you can launch a podcast in 30 days.

The first thing you need to remember is patients.

FISH

Download numbers are is like a fishing stories. The fish in the story is always bigger than the actual fish.

Many podcasters twist the numbers and inflate their stats to make their downloads look better.

A podcaster might say, “I am getting 3,000 downloads.” That could be true.

It could also be true that our podcaster is doing a daily show that gets 100 downloads with each episode. When added together, the show had 3,000 downloads total last month.

The statistic is true, yet a bit misleading.

Here is the truth. The median number of downloads for an episode is 121.

Yes, not 1,210. One hundred twenty one.

First, a math refresher before the details. To calculate the median, you stack up all of the numbers smallest to largest. The one right in the middle is the median number.

This means 50% are higher and 50% are lower than the median number. It is the middle.

“The Feed” is the official podcast of podcast audio host Libsyn. Each month on the show, VP of Podcast Relations for Libsyn Rob Walch presents the actual numbers.

This data is based on active shows hosted on Libsyn released in the month of March 2021. Downloads are measured to the end of April 2021.

For the month of March 2021, according to Rob, the median number of downloads for an episode of an active podcast on Libsyn is 121 downloads.

This means if your podcast is getting 121 downloads, you are doing better than half of actively published podcasts on Libsyn.

For perspective, only 6.2% of the active shows are getting over 5,000 downloads during that period.

Getting 1,000 per episode would put you in the top 20%.

2,800 downloads would make you better than 90% of the active podcasts.

Only 5% of active shows get more than 6,600 downloads per episode.

Next time you compare yourself to another show, keep these numbers in mind.

6 STEPS TO START A PODCAST

There are 6 steps to launch your podcast. Those are purpose, program, platform, produce, promote, and profit.

Let’s take each of these one by one.

PURPOSE

Define your why. Without a strong why, it will be difficult to find the motivation to produce every week.

PROGRAM

Define your topic. Make sure it is something you can talk about for hours on end.

PLATFORM

What will be the structure of your podcast? You can choose interview, solo show, multiple hosts, magazine style or a variety of these. Then, develop a show clock.

PRODUCE

Record your show. Use Audacity (free) or Hindenburg (paid). Record your interviews with Zoom. Edit the audio, and export it as an .mp3. Post it on your audio host and website for your potential clients to enjoy.

PROMOTE

Don’t believe if you build it they will come. It doesn’t happen that way. Tell everyone about it. Find ways to get in front of new listeners.

PROFIT

Build a system to monetize your podcast. Use your podcast to build authority and relationships. Send your listeners to your e-mail list and nurture the relationship even further. Be sure you have something to sell.

ACCOUNTABILITY

The other important piece you need is an accountability partner. You’ve been wanting to start a podcast, but haven’t pulled the trigger.

Anne joined me in my Podcast Fast Blueprint program. She said she wanted to start a podcast for a long time. She just never pulled the trigger.

After going through the program and launching her show in 30 days, she finally accomplished her goal.

She said the program was so helpful. Anne just needed someone pushing her to get it across the line.

That is the power of accountability. Sometimes we have a desire to do something. We just need that accountability partner to help push us to get it done.

That’s what Podcast Fast Blueprint can do for you. Are you ready to launch your show? Would you like to see if Podcast Fast Blueprint makes sense for you?

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.

Podcast

[CASE STUDY] How A Hockey Podcast Drives Business – PTC 330

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The key to monetizing your podcast and building your business is determining exactly what your audience wants. Monetization is not built by getting your audience to buy what you have to sell. It is all about offering exactly what they want and are willing and able to pay to acquire.

One of the most difficult classes I took while getting my Masters in Business Administration was Managerial Economics. In that class, we learned all of the nuances that affected the economics of business.

In the end, it still came down to supply and demand. At what price is the seller willing and able to offer the product or service? At what point does that line intersect the point at which the buyer is willing and able to buy the product or service being offered?

That is what business is all about.

If you are offering something that nobody wants, you’ll find it difficult to sell anything.

MARKET RESEARCH

To figure out if your listners want what you have, ask them. Recruit a few dozen people in your niche and actually talk with them.

Ask them about their struggles and pains. Where do they need help? Talk to them about their goals, dreams and ambitions. What do they need to overcome those struggles?

If you would like some help on the questions, download my Listener Development worksheet at www.PodcastTalentCoach.com/listener. You don’t need to ask every question on that worksheet. Ask enough to get a good idea of what your listener needs.

Once you have the questions, recruit some participants. Send an e-mail to your list. Post on social media. Direct message people. Reach out multiple times.

I would say something like, “I am working on a program that will help podcasters. Would you be willing to jump on a call with me for about 20 minutes and help me with some research?” Shoot for 20 participants.

When you get on the call, ask them your questions. I would start with, “When it comes to podcasting, where are you struggling most?”

Find the commonalities with your listeners. Most of mine tell me they struggle growing their audience and making money with their show. That’s why I created the Audience Explosion Blueprint. This program helps them with exactly what they need. I know, because they told me. This is how you grow your business.

I built the course with the elements they told me they wanted. I take their hand and walk them through every step of the way, just like they requested.

Every element in the program was suggested by my market research. They helped me build it. You can see the details on the Audience Explosion Blueprint at www.PodcastTalentCoach.com/audience. 

YOUR BUSINESS OFFER

When your listeners help you build your program, it is much easier to get them to buy it. They told you exactly what it should include.

We often make it business more difficult than it needs to be. There is often the desire to put everything we know into one course. The problem is the fact that your audience doesn’t want every answer. Your listener wants to solve one pressing problem. Help them do that.

You will only know what to offer when you listen to your audience. Let them help you build your business.

INTERVIEW

Today, we talk with Aaron Wilbur of the Glass and Out podcast. It is a podcast for hockey coaches. Aaron interviews coaches. He also has a conference and membership site that has now become his full-time job and business.

Aaron Wilbur is the Founder and CEO of the Coaches Site, an online resource for hockey coaches, as well as the host of the Glass & Out podcast. The Coaches Site was created to provide the game’s top coaches a platform to share their experience and expertise with a global audience of coaches.

As the host of the Glass & Out podcast, Aaron is fortunate to have weekly conversations with some of the top leaders and trailblazers in hockey, highlighting the origins of their careers, challenges overcome, triumphs and their insights into how coaches can provide an enhanced development opportunity for their players.

During our conversation, we talk about which came first … the podcast, the membership site or the conference. We get into the origin of each. Aaron shares how the podcast helps drive the business and how he turned it into his full-time gig. He also tells us about his crazy infatuation with Nick Saban and Alabama football.

You will definitely get a few nuggets from this business case study. It just proves you don’t need to teach online business or funnels in order to monetize your podcast.

A big thanks to Aaron Wilbur for joining us on the show. If you want to check out the Glass & Out Podcast or see what his membership site is all about, visit him at www.TheCoachesSite.com.

Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.

Let’s turn your information into engaging entertainment.

Podcast

The Podcast Revenue Roadmap – PTC281

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Are you ready to take the information you share on your podcast and turn it into a product you can sell? Would you like to make a some money with your show, generate revenue and monetize all of that hard work.

Today, we are going to lay out the roadmap from your content creation to your monetization. Without a plan, it will be difficult to reach your goal.

Imagine being able to leverage all of that great content you are creating each week, use it to attract an audience and then have them buy your information product to help you generate some revenue. That’s the plan we will create today.

EVENT THAT CHANGED MY LIFE

Last weekend, I attended a virtual event that changed my life. I know that sounds over the top. But, it’s true.

It was called JVX Live and was put on by the guys over at Joint Venture Insider Circle. The link is in the show notes at www.PodcastTalentCoach.com/podcasts.

Have you ever met a person who showed you what is possible and exactly how to get there? You thought, “Wow! How did I not know about this?” That’s what happened.

Over the years, I have been climbing the hill step-by-step and learning a ton. At this event, it felt like I jumped on the learning gondola that supercharged my growth like you wouldn’t believe.

Here, I was surrounded by people who coach just like me. During the event, we would be split into small groups of 8 where we could talk about what we did and meet the other people. We were all looking for great business relationships.

PARTNERS

Of the 300 people in attendance, I was eventually in small groups with about 80. Out of those 80, I found 40 that I personally spoke with who might make great affiliate and joint venture partners for me. It was fantastic.

We all shared ideas and helped each other grow. It was amazing. Now over the past week, I have been on the phone and Zoom calls talking with these people, learning so much and discovering how we might help each other.

The connections were so energizing. Every time I would tell someone I help coaches and experts demonstrate their expertise and attract their ideal clients with a podcast, they would say, “Oh, I have 3 or 4 people to introduce you to.”

The power of the collective mind is amazing. In addition to meeting and learning, I have found a ton of free resources for you that I will be sharing over the coming weeks. The sphere has just grown exponentially. And, you get to benefit from all of it. How great is that?

Before we get into creating your podcast revenue road map, I want to give you three incredible, free resources that are going to help you immensely in this journey. They are all at www.PodcastTalentCoach.com/roadmap.

FREE GUIDE

The first resource is my free guide “Six Ways To Make Money With A Free Podcast.” This guide will give you some great ideas along with a dozen examples.

FREE SHOPPING CART

The second is a free shopping cart. If you want to sell digital products online, you need a system that can be your checkout page and deliver the goods.

This is where I really struggled when I started. I didn’t understand the difference between your shopping cart and your payment processor. Your shopping cart is where people come to shop for your goods and buy them. The payment processor is like PayPal or Stripe. That is the system that actually processes the payment. You link the two together to sell your digital products.

Now, you can get this shopping cart for free. It is called GrooveSell and it has been developed by Mike Filsaime.

Mike is a digital marketer. He helped build Video Genesis, one of the first digital products I ever bought back in 2013. Over the years, he helped build WebinarJam, EverWebinar, Kartra and others. He is amazing.

He has now built an amazing shopping cart platform that rivals One Shopping Cart, Infusionsoft, Ontraport, Samcart and others. It even has affiliate systems built in that are similar to ClickBank and JVZoo.

GrooveSell is usually $99/month just like the others. However, he has given me an affiliate link that will allow you to get it for free for life.

What’s the catch? First, he wants to help a ton of people during this crazy time. So the offer is for a limited time. He also wants people to test drive the system and report any bugs. Mike wants to make sure it is perfect before his big rollout. You can help him and in return get the system for free.

THE FEATURES

The link for GrooveSell is also on the page at www.PodcastTalentCoach.com/roadmap.

With GrooveSell, you get:

– Unlimited Products and Funnels

– Flexible Pricing Structures

– Powerful checkout options

– The most powerful Affiliate software on Earth

– Dynamic thank you pages

– Upsells, Downsells, and Order Bumps

– 1-Click Upsell

– Robust Integrations

– No Monthly Fees

– ZERO transactions fees

And, you can use your own PayPal, Stripe or other account.

There are other products Mike sells in the suite. However, this one is free for you with no “gotchas”. Check it out at www.PodcastTalentCoach.com/roadmap.

COLLABORATION CIRCLE

The final opportunity is also free. It is a way for you to find partners to help you grow just like I did. Where my event last weekend was 3 days, this event is once per week for 2 hours. You get in small groups and see how you can help promote each other and grow. Make it on the weeks you can.

The group is call Collaboration Circle. It is free to join. You can find my referral link at www.PodcastTalentCoach.com/roadmap.

Three great, free resources that will help you get on this path. Get them while you can.

YOUR REVENUE ROADMAP

Now, let’s talk about your own Podcast Revenue roadmap. We need to define your goals before these tools will help you get there. The key is to start with the end in mind and work our way back to build our roadmap.

Look into the crystal ball 12 months from today. Where would you like to be? How many downloads? What would you like to be selling and how much would you like to be making?

WHAT IS FEASIBLE?

Now, let’s take those numbers and see if that is feasible.

Let’s say you would like 1,000 downloads per episode and making $100,000 per year. Some tasty numbers.

Where are you today? Maybe 120 downloads per episode and $0 as an example.

So, if we do the math we see we need to grow your downloads by 880, or about 17 new downloads each week. What can you do to find 20 new listeners this week while keeping the listeners you already have? That doesn’t sound so difficult. It just takes consistent action. 4 new listeners a day.

To hit $100,000, we also need to create $8,333 per month or about $1,925 per week. That might be a little more challenging. What can you offer your audience that they would buy?

WHAT CAN YOU CREATE?

Think of the things in your niche that you have purchased. Directories, lessons, software, books, accessories, tip sheets, apps, instructions, resource guides. If you are like me, you probably have a bookshelf or file on your computer full of them.

What could you create and sell at a reasonable price that your audience wants and needs? Digital products are the best. You do the work once and make the sale over and over again. No inventory. There is no additional production. Every new sale is almost pure profit.

If you could create a digital product that sells for $20, you would need to sell 97 per week to hit your $100k. That’s pretty steep.

What if you created a $100 course? Could you sell 19 of those per week? Still a pretty big hill. This is why you need to work backwards into your numbers. $100k sounds great. However, you need the audience to convert to sales.

Could you create a $497 group coaching program and enroll 2 people per week? Combine that with 6 sales of your $100 course and 20 copies of your $20 step-by-step guide. Now you’re talking $103,000 per year. Find your sweep spot and spend time there.

START THEIR JOURNEY

Once you have defined what your audience wants and needs to solve their problems, what free item could you give them to start them on their journey.

Ideally, each level builds on the previous level. Your lead magnet, or free piece of content, would be a small sliver of your digital product. It could be a free chapter of your book or one particular step of your process. This gets your listeners started on the path to see what is possible.

Lead magnets solve one specific problem. We talked about this in detail in episode 235. Check it out if you need help here.

Where you lead magnet gives your listener a taste, you $20 step-by-step guide shows them the full process and teaches them “what to do”.

Your digital product shows your listener “what to do”, your $100 course shows your listener “how to do it”.

The course is part of your group coaching. Your course shows them “how to do it”. Then, your coaching then helps people implement your how-to course.

It climbs the value ladder. Each rung of the ladder offers a higher level of help with a little higher price tag.

YOUR PODCAST

So, how does your podcast fit into all of this? Your content is the step right before the lead magnet.

On your podcast, teach your listener what is possible. Here, we are showing you what is possible with your show in terms of generating revenue.

It just like like me showing you what is possible with selling your digital products. Then, I send you to my website to get my “Six Ways To Make Money With a Free Podcast.” The lead magnet solves one specific problem. It helps you come up with a way digital product you can create and sell.

Start with the end in mind and work your way back to your content. Once you have the group coaching defined, turn that into a course. Peel off a piece to create a digital product. Use little pieces of the digital product for various lead magnets. Then, use each lead magnet for an episode.

If you talk about Jeeps, create a way for Jeep enthusiasts to find the best off-roading in every state.

Let’s say you talk teaching piano. Create a way to learn 3 of your favorite songs in 30 days.

If you talk genealogy, create a program that teaches people how to track their family tree and hold a huge family reunion.

Do you talk bullying? Create a program that teaches parents how to help their kids develop strong self confidence.

If you love music history, create an affiliate program that helps people visit the historic musical sites around the country.

GET STARTED

Start creating your roadmap. Once you have your plan created, you will know exactly what you need to talk about on your show.

Get those free resources at www.PodcastTalentCoach.com/roadmap.

Let’s get started today. Most importantly, enjoy the journey.

You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

 

 

  • Links may be affiliate links. If you make a purchase through one of these links, I may make a commissions. However, I only recommend products and services I believe in and trust. Monetary numbers are examples only. No promises or guarantees are being made. Demonstration purposes only.
Podcast

Your Podcast Business Framework – PTC264

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Are you like most podcasters who contact me for help? Are you trying to make money with your podcast?

STRATEGY

When podcasters reach out to me for my complimentary podcast review and strategy session, I ask them a few questions to see where I might be able to help most. One of those questions asks about the biggest struggle they are facing.

I recently went through all of the questionnaires looking for commonalities. The struggle mentioned most often had something to do with making money with their podcast.

It reminds me of listening to a presentation by Brendon Burchard. He was describing a session at his Experts Academy. One of the speakers asked the audience how many had a website. He then asked how many wanted to make money with that website. Finally, he asked how many of you have something to sell.

That is typically the problem with podcasts. People want to make money with their podcast, but few have anything to sell.

If you have listened for any length of time, you know I am not a fan of relying on sponsorships or ads to generate revenue. I feel they clutter up your show. People are leaving radio and coming to podcasts to escape the ridiculous number of ads.

THE PROFIT

I cut the cable. If we are watching tv, my family now subscribes to a few streaming services.

The other night, we wanted to watch The Profit. It is the CNBC series where Marcus Lemonis finds struggling businesses to invest in.

We have always watched it on Hulu. Now it seems that the latest episode is on Hulu. The rest of the episodes are now on the NBC streaming service.

I clicked on NBC. It made me go to the website to enter the activation code. When I did that, the site wanted me to link it to my cable subscriber. I skipped that step, since I don’t have a cable subscriber.

NBC then generously gave me 3 credits to use to watch their programs. I figure after these 3 credits, it will be a pay-for-play service like the others. I get it.

While I am watching one of my 3 free episodes of the Profit, I get the same stupid commercial breaks I would get if I was watching the show on free TV.

Why do I have to sit through commercials when I am paying them a fee? I am trying to escape commercials. Needless to say, I won’t be subscribing to NBC after my 3 free credits are gone.

If people are leaving broadcast and coming to podcasting and other on-demand services to escape commercials, why would you want to clutter up your show with them and risk sending them elsewhere?

THE INTERRUPTION

Seth Godin calls it interruption marketing. Companies interrupt whatever the listener or viewer is doing with a marketing message that may or may not be appropriate or pertinent. How many Audible and Blue Apron commercials can you sit through?

The other reason you don’t want to rely on commercials is because it makes your show a commodity. Your 1,000 listeners are the same as 1,000 listeners to any other show.

Ad buyers place their ads using a CPM model. They pay a certain price per 1,000 listeners. In radio, buyers will tell us they want to come in at a particular CPM. Our 1,000 listeners are the same as every other station.

Do you want your podcast treated that way? Are listeners to another show just as passionate and valuable as your listeners? Can you live on $40 per thousand listeners?

In order to make serious money with sponsorships, you need a pretty sizable audience. Most podcasters are not in this stratosphere.

Whether you want to turn your show into your career or simply want to cover the costs, I have a few ideas that can help get you there.

THE PROCESS

Let’s look at the facts. You have a podcast that is free to listeners. How can we take something that is free to consume and convert that into some revenue?

There are many ways to take the attention you are generating and leveraging that attention to make money. The first step is the gain the attention. We talked about building your audience in the episode last week.

You don’t need to have hundreds of thousands of listeners. You simply need to have passionate listeners that want more of what you share. Then, develop a product or service to sell. This way, the more you sell, the more you make. You control the output and the quality of help your listeners receive.

Are you teaching your listeners? Are you providing them with tools and information they can use? Are you interviewing interesting people that share great information that might be stretched into something more?

Perfect. Turn that in to a product or service.

PROFIT IDEA

I was on a coaching call with a podcaster struggling with making money. She has a podcast where she talks about healthy diets and how people can eat better. She loves teaching, talking in front of people and giving presentations.

We talked a lot about the people who reach out to her for advice. Many of these people had similar questions and similar struggles.

After we peeled the onion and discovered a few different layers, we determined she could start small group coaching to generate a few hundred dollars a month.

When people think of coaching, they think of some intricate system to market the program, bill the participants, and conduct the training.

I suggested she send an e-mail to the few hundred people on her list. If she could find 5 people willing to pay her $97 per month for group coaching, she could earn $485 per month.

In the e-mail, she could simply say, “I am starting a small group that I will coach each week providing A, B and C. We will get on a call each week to discuss it, answer questions and help with struggles. We will create some accountability to help you eat healthier and lose weight. Participation will be limited to 5 people and cost $97 per month. If you are interested, reply to this e-mail.”

When the people respond, have them send you $97 via PayPal. Then, set up a private group call on Google Hangouts, Zoom or the free platform of your choice.

At the end of the month, you ask, “Who want to go again?” Sign them up and recruit more with your e-mail list.

You only need 5 people and you’re making money each month. Don’t make it more complicated than it needs to be.

THE FRAMEWORK

That is just one example of using a model called “Give away products, sell services”. She is giving away recipes, spreadsheet tools and other .pdfs. Then, she sells her services.

1. Podcast example: Giveaway lead magnets, sell individual coaching

2. Podcast example: Giveaway podcast info, sell webinars and seminars

I am putting together a new project to help you make money with your podcast. It will include a lot of examples and ideas like this.

Do you have a few hundred people listening to your show? Have you started gathering their e-mail addresses using an e-mail service?

Let’s get started. If you want to make money with your podcast, you must have something to sell. I can help you do that.

THE WORKSHOP

Money doesn’t fall off of the money tree. You need to leverage your audience and give them an opportunity to get even more value from you.

You can watch the free videos. Find them at PodcastTalentCoach.com/MoneyProject. You can learn all about the project there and get started with the free videos.

I can wait to help you make this year the year you start generating some money with your show. But, you need to take the first step. Go watch the videos at PodcastTalentCoach.com/MoneyProject. I’ll see you over there.

You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com.

Now, understand I cannot guarantee you are going to make a million dollars. I can’t even guarantee you are going to make one dollar.

I don’t know you, your abilities and talents. I don’t know your level of commitment or how much you take action.

So, I cannot promise you that. In fact, it is against the law here in the U.S. for me to guarantee anything like that. Your results will vary.

Let’s turn your information into engaging entertainment.

Podcast

Incorporate Your Podcast Into Your Business – PTC260

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Your podcast allows you a great opportunity to demonstrate your authority while talking about a topic that you love. If you structure the focus of your show properly, your podcast can be an amazing tool to drive your business and generate revenue.

OSCAR’S PODCAST

When Oscar Trimboli came to me for coaching, he had the desire to strengthen the connection between his podcast and his consulting business.

Season one of his podcast consisted of interviews. He was headed into season two and wanted this season to be more about teaching his five levels of listening.

Oscar Trimboli is a mentor, leadership coach, speaker, author and podcaster. His podcast and book are both entitled “Deep Listening – Impact Beyond Words“.

OSCAR’S BUSINESS

Oscar Trimboli has 30 years experience in bringing out the best in senior executives and next generation leaders.

Leaders seek Oscar’s help when they feel frustrated with their organizations’ results and their own performance. They’re drowning in information and feel stressed, time poor and swamped by their day-to-day workload.

Past beliefs, assumptions and decisions are no longer serving these leaders. They need a different way to think, a fresh perspective, renewed focus and energy.

Leaders that work with Oscar say they soon learn to think with laser-sharp focus and clarity. They become more self-aware and experience greater personal alignment with who they really are. With that awareness, these leaders gain a clear perspective, deeper understanding and a true grasp of their purpose and legacy.

Clients say Oscar quickly takes them from feeling disoriented and confused, to feeling energized and ready to create their legacy.

THE PODCAST & BUSINESS CONNECTION

As Oscar and I worked together, our challenge was to bring that power and authority to Oscar’s podcast.

Our goal was to create engagement with his audience and demonstrate his authority in the space. Over time, this would help him grow his consultancy.

In order to reach Oscar’s goals, he needed to start asking for feedback in order to get feedback. This would help drive engagement.

Oscar also created a Facebook group to begin building community for each level of listening and interact with his audience.

To build his authority in his space, I suggested that Oscar interject himself more into the episodes, so listeners get to know him.

PODCAST EVALUATION

In this episode, we review examples of what Oscar is doing today on his show to connect with his potential clients. We look at specific clips of his show where he in incorporating, explaining and promoting his business within his content.

Oscar Trimboli is now the author of 3 books. He also offers the “Deep Listening – Impact Beyond Words” playing cards set that helps improve your skills as a listener.

Over the last 7 years, Oscar has coached, mentored and advised people in a wide range of roles from founders, CEOs and CFOs to a variety of other leadership roles in financial services, technology, professional services, education and not for profits.

He has been asked to speak to leadership teams and their organizations about the importance of clarity to create change, how to embrace the digital economy and the role values play in the achievement of your purpose.

People who have worked with Oscar have a few things in common. They want to bring alignment to their work and life.

Once they have personal congruence, they very quickly accelerate their business and personal impact. Their energy and passions are now focused and they feel alive rather than distracted and frustrated. As a result, they achieve high impact outcomes aligned to their passions.

His podcast is now focused on the same material. He demonstrates his authority in and mastery of the space. This allows potential clients to experience what his coaching, mentoring and consulting is all about.

YOUR BUSINESS

If you would like some guidance refining the focus of your show and creating a plan to build a business around your podcast, grab my free show focus worksheet at www.PodcastTalentCoach.com/focus.

This worksheet will help you gain some focus on your goal and strategy. It will help you start with the end in mind and then work backward into your content.

Download it today and let me know how I can help.

 

You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Podcast

From Podcast To Profit – Episode 257

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If you want to create a business around your podcast and generate revenue and profit, you need to have a plan and process. Move your listener from casual interest to buying fan.

You cannot start with making money. Start with you and your superpower. Then, you need to figure you what your audience needs. Where those two intersect is the solution to your business.

There are 4 Steps in the process of moving from podcast to profit.

1. Define your superpower.

Flush out your super power. What do you do better than most? When people seek advice from you, what are they asking? What topic do you love and can you talk about for hours?

2. Shape your content into entertainment.

Begin building your audience. Grow your engagement by adding value and helping.

3. Figure out the business profit proposition.

What does your audience need to solve their problems? Maybe they are looking for a job. They might need to learn what you know. Maybe they need to know how to negotiate.

There are three levels of teaching. Each comes with a different price. What to do, how to do, and do it for you.

“What to do” is typically free. This is usually your podcast and blog content, your lead magnet and free webinars.

“How to do it” is typically the entry product and a reasonable price. This could be a course, book or membership.

The “do it for you” level is typically the highest level. Your offering could either be a full-service offer or one-on-one coaching. This level is individualized.

4. Begin the funnel.

Now that you know your subject and have defined your business, it is time to begin moving your listeners through the funnel.

Attract your audience to your podcast.

Offer them a lead magnet to help them solve one problem quickly. This will start the relationship. Let the lead magnet be the start of the “how to do it” entry level product you have to offer. Many times the lead magnet is one resource from that course.

After they consume the lead magnet, offer your listener an low ticket item. This could be a $7 quick video course. It should be something a little stronger than the lead magnet, but inexpensive with huge value that will be a no-brainer purchase. Sometimes this is one module from your full course.

From the low ticket item, offer bigger help with your full course.

Get a few of your full course customers to purchase your complete “do it for you” level.

It is called a funnel, because fewer people make it to each level of the funnel. Many will consume your free podcast. A percentage of listeners will request your lead magnet. Only a fraction of those lead magnet consumers will buy your low ticket item. A portion of your low ticket buyers will pay for the full course. Just a few of those people will want the “do it for you” level.

Naturally, each time the price increases, the number of prospects that choose to participate decreases. The key is to get as many people in the top of the funnel to increase the number of people at the bottom of the funnel.

Start With Engagement

It all starts with engagement with your listener and building your audience. There is a resource available for you that will help you grow your podcast.

You can download my “75 Ways to Drive Engagement”. Go to PodcastTalentCoach.com/IncreaseDownloads.

 

Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.

You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Podcast

7 Ways To Grow Your Podcast And Business – Episode 256

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GROW YOUR PODCAST

As Thanksgiving approaches in the U.S., Black Friday and Cyber Monday are coming. Along with it come big sales and great deals. It is a great opportunity to grow your show.

But does it really need to be a special day like Black Friday or Cyber Monday in order to grow your business and podcast?

On this episode, you will get 7 ways to build relationships, grow your audience and build your business.

When you are done with the episode and you are ready to take action and build your plan, sign up for your FREE podcast strategy call with me at PodcastTalentCoach.com/coaching.

Thanksgiving in the United States is a day of the year when we pause to give thanks to those treasures in our lives. Whether you are celebrating in America or just working another day somewhere else in the world, I would like to thank you for all you have done for me by simply being part of this community. Thank you.

GROW

This week, I would like to share with you 7 Thanksgiving concepts to drive your podcast and business any day of the year.

1. New Relationships

Take a few minutes today to plant the seeds of new relationships. Reach out to five people you do not know, and thank them for what you have learned from them.

2. Old Relationships

Next, take a few minutes to strengthen the relationships you have already built. Reach out to five people you know, and thank them for enriching your life.

3. What Gets Scheduled Gets Done

Use a day off to plan the next 12 months. Thanksgiving is a great time to look forward.

4. Great Offers

Black Friday and Cyber Monday bring great deals. This is especially true in the online world. It seems everyone has a great deal.

Just as with goals, the calendar shouldn’t dictate your strategy. It doesn’t need to be the day after Thanksgiving in order to make a great offer to your tribe.

5. Fill Your Heart

Take pause and ponder all of the things in your life for which you are thankful. Fill your heart. Be grateful.

6. Walk Away Wednesday

We need to take time away from the “to do” list and devote it to a bit of housekeeping. This is a concept I learned from radio great Mike McVay.

Mike created “Walk Away Wednesday” for radio program directors. It was a day to get away from the radio station and just listen. We would listen to everything to ensure it had a purpose. The goal was to review the radio station from top to bottom.

7. Give

Pretty simple. Help someone. As Zig Ziglar always said, “You can have anything you want as long as you help enough other people get what they want.”

It is true. Giving does something to us. Giving makes us more attractive as a person. Serve people.

THANKS

Take time this week to put a few of these concepts to use with your podcast and business. You never know what good things might come your way in the next year.

Thank you for being part of this community. I truly value the time you give me every week. My hope is that you find value and some useful nugget in the content I provide in each episode.

You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Podcast

Go Beyond The Sponsor Ad – Episode 255

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When I talk with podcasters about their goals, many tell me they would like to make money with their podcast. Some tell me they want this to be their only job. Others tell me they would like to earn enough to cover the expenses. When we talk about the “how”, podcasters often tell me they would like to pursue a podcast sponsor for the show.

If you would like my help creating revenue streams with your podcast, you can get my free list of 6 Ways To Make Money With A Free Podcast at PodcastTalentCoach.com/makemoney.

PROBLEMS WITH THE SPONSOR

The commercial on a podcast is the idea that comes to mind most frequently. However, there are a few issues with commercials on your show.

First, many people are turning away from traditional radio and to podcasts to get away from the long commercial breaks. Listeners are tired of interruption marketing that really doesn’t pertain to them and sells products and services that do not interest them.

Another issue with advertising on your show is your limited inventory. How much advertising can you possibly put into a show? There is a ceiling with regard to the revenue you could earn.

Commercials on your show also turns your show into a commodity. Advertising converts your listeners into price. How many listeners do you have? Let’s put that into the formula and figure out the price for your commercials.

You don’t want to be a commodity. You have something special to offer. Don’t let advertising turn your show into something similar to salt or gasoline or cotton balls.

As we have discussed before, sponsorships are a tough sell. Most traditional buyers want to buy podcast ads just like they buy radio ads. They simply are not the same.

With broadcasting, the ads are reaching a broad audience. Therefore, only a small portion of that audience will be interested in the product advertised.

With a podcast, the entire audience has an interest in common. If the product or service advertised is a good fit, it should be of interest to most of the audience. Therefore, you should be able to charge more for those ads than a traditional radio commercial.

STACK THE VALUE

I recently worked with a client on a very successful proposal. He had the opportunity to pitch a large governmental agency on sponsoring his show. His podcast reaches the exact audience they were trying to reach. The fit was ideal. He priced the sponsorship with regard to value and effectiveness rather than cost per listener.

When you approach potential clients, make your sponsorships more than commercials on the show. Sell them a whole package. Go beyond the simple sponsor commercial. Give them something more and make it special.

You can convert your sponsorship into a marketing partnership by adding other features that only you can provide.

  • Add them to your website
  • Include them in your newsletter
  • Showcase them on the show with an interview
  • Share them on social media
  • Create affiliate programs to promote their goods or services

MAKE IT SPECIAL

Make the commercials special. Keep in mind when you do the commercials within the show, make your ads unique and entertaining. Your ads should be just as entertaining and informative as your content.

Sponsorship is just one way to create revenue with your show. There are many others. You can find my list of 6 Ways To Make Money With A Free Podcast at PodcastTalentCoach.com/makemoney.

 

Do you need help with your podcast? Get details here: PodcastTalentCoach.com/coaching. Let’s see what we can do.

Let’s turn your information into engaging entertainment.

Podcast

Turn Podcast Listeners Into Customers – Episode 241

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I was hopping around on Facebook this weekend checking out a lot of podcast Facebook groups. The questions keeps coming up. “How can I make money with my podcast?” Regardless of the vehicle you use to generate revenue with your show, you will make no money unless you get your listeners to take action.

There are many ways to make money with your podcast. You could sell sponsorships and advertising. Joint ventures are a possibility. Affiliate programs are an option. However, each of these ideas usually work only if you have a audience of a decent size.

If your audience is small, you could create courses or a membership program. You could sell coaching and consulting. If your platform is speaking, you would write a book and use the podcast to promote both.

I have a free resource that can help you with your ideas. It is called, “6 Ways To Make Money With a Free Podcast”. Get it at PodcastTalentCoach.com/MakingMoney.

ACTION

Making money with your podcast is a great idea. However, it won’t happen unless you get your listeners to take action.

“Join my membership.” “Sign up for Audible through my affiliate link.” “Download my free resource.”

None of it happens until your listeners move and do something.

Getting your listeners to take action begins with solid show prep. Before you do anything with your content, you need to define a goal for your show. What do you want your listeners to do after they are done listening to the episode?

Your call-to-action could ask your listeners to buy your product. It could encourage them to visit your website or the website of your guest. Maybe you ask your audience to just provide feedback on the show.

What is the strategy? In the long run of this relationship we are creating with the listener, what is the ultimate goal?

Let’s say you have a one-on-one coaching program. You would like to get listeners into that program. What is the step right before that program?

Maybe you have a group coaching program that feeds your one-on-one program. What is the step right before that?

Your $19 short course on your superpower might be the step just before the group coaching. How do you get people aware of and interested in that course?

The free download on your website might describe how your superpower can transform the lives of your listener and why they need to do it now. The free download helps them take the first step in that transformation.

Now, you need to get people to download the free resource. How do you do that? You create a great call-to-action on your podcast.

SHOW PREP

Now that you know what you want your listener to do after this episode, you can begin to create the content.

What are the interesting topics you want to address on this particular episode? Maybe you are interviewing an expert in the area of your superpower. He is going to describe to people why the superpower is so important and how he used it in his life.

Next, determine what you hope to accomplish on the episode. With this guest, we hope to get our listeners excited about the transformation. We want to get them to the point where they have to have the free resource now.

How will you treat each specific topic you hope to address? What will you do with the content? In addition to your interview, you might be answer listener questions, doing a demonstration of some sort, playing some example audio, presenting data and case studies or giving an example of your programs.

Take all of this content and create an outline for the flow of the show topics. This is important for the show introduction. Your intro should tell listeners exactly what they are going to get from the episode.

What supporting information will you need for the show? Organize and highlight for easy access during the show.

Make sure your call-to-action is clear. I suggest you put it at the open and close of each episode. Not all of your listeners will make it to the end. You don’t want them to miss it.

There are a few things to keep in mind with your call-to-action. First, ask your listeners to do one thing.

Make your call-to-action easy for them.

Be clear with the call-to-action. Tell them exactly what to do.

I have a new coaching program that will help you begin making money with your podcast.

POWERFUL, PROFITABLE PODCASTING

12-WEEK COACHING PROGRAM

Each week, you will get a module of videos to help you build your podcast business.

Once a week, you also get access to a workshop where I teach some of the nuance of building your podcast business and I answer any of your questions regarding the modules.

To make sure you are making progress specifically for your business, you and I have a one-on-one coaching call once a month.

 

The 12 modules include …

1. YOUR MONEY BASE

The show focus and foundation for your business

2. ATTRACTING YOUR IDEAL CUSTOMER

The more you know about your listener, the better you will be able to communicate.

3. THE PODCAST AND PROFIT CONNECTION

Each episode must have a goal in mind that builds your authority and moves your listeners closer to becoming clients.

4. GET YOUR LISTENERS TO TAKE ACTION

Defining a goal for your show

5. THE POWER OF STORY

Use storytelling to engage your audience

6. GROW YOUR AUDIENCE

How to use interviews to grow your audience

7. MONEY MAKING IDEAS

Using your podcast to build a business

8. CONTINUOUS IMPROVEMENT AND GROWTH

Review your show with a purpose

9. GROW YOUR NETWORK

Creating engagement and building relationships

10. ATTRACT MORE POTENTIAL CLIENTS

Building ideal lead magnets

11. SHOW ME THE MONEY

Tying it all together

12. THE LONGEVITY PROCESS

Podfade prevention

 

Are you ready to connect your podcast to a business and start making money? Let’s see if this program is right for you.

Take advantage of my free podcast strategy call. We can develop a strategy for your podcast to build your structure and reach your goals.

The strategy call is free. There are no strings attached. It isn’t a sales pitch in disguise. I just help you get clear. At the end of the call, if you feel like Powerful, Profitable Podcasting coaching program is right for you, we can talk about it. That is up to you.

 

Visit PodcastTalentCoach.com/coaching. Let’s get you started today.

Let’s turn your information into engaging entertainment.

Podcast

The Podcast and Profit Connection – Episode 240

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Many people want to make money with their podcast. However, the podcast isn’t structured to help achieve that goal. How do you generate a profit?

If you would like ideas to make money with your show, get my free guide “6 Ways To Make Money With A Free Podcast” at PodcastTalentCoach.com/MakingMoney.

I see a lot of podcasts and online businesses in my coaching. Podcasters reach out to me to help make their show stronger and help drive a business, but they are missing the connection.

THE PROFIT CONNECTION

A consultant got in touch with me to help refine his show to drive his business.

One of the first questions I ask is about goals. If we are a year down the road, what would you like to see happen over the next 12 months to be happy with the results?

Answers to that question range from revenue to profit to downloads to speaking engagements and a variety of other things.

This guy wanted to do 2 things. He wanted to get more speaking engagements and wanted to build his authority in the space in order to get more clients. Perfect. We can make that happen.

Then, we listen to the show. It never fails. I listen to the show and nowhere in the episode does he mention he is a speaker. Nor does he talk much about his consultancy.

The podcast is an interview show. He does a nice job interviewing the guest. The show demonstrates the expertise and authority of the guest. He even does a nice job directing listeners to the guest’s website.

How is this building this podcaster’s authority or gaining him speaking gigs?

THE GOAL

Each episode must have a goal in mind that builds your authority and moves your listeners closer to becoming clients.

We simply refined the structure of the show a bit to allow him space to do these two things. We added a little at the beginning and a segment at the end where he could talk about speaking and consulting while giving the listener something they could use.

Once you determine what you hope to accomplish, look at the format of your show. Is it conducive to your goals? Are you doing a solo show that has room for you to really nail your goals, or are you doing interviews where you need to build in features to help you accomplish your goals?

Maybe you’re doing a magazine-style show or one with narration. Whatever the format happens to be, you need to make sure there is room in the episode to achieve your goals.

How many hosts are on your show? Make sure everyone is aware of the goals.

Will there be any listener interaction? How does that connect to your goals? You might use questions to help build your authority or demonstrate your service.

Determine the length of the show. There is no right answer. There is never too long. There is only too boring. Keep the momentum moving forward.

How will your audience benefit from each show? Give them a taste of your superpower and what you can do for them.

Find ways to demonstrate your authority in each episode. This should be part of your show prep.

Create your show clock. Lay out the plan for each part of the show.

COACHING

I have worksheets that will help you through each of these steps to monetize your show. It is part of my new coaching program that will help you start making money and generating a profit with your podcast. It is called …

POWERFUL, PROFITABLE PODCASTING

12-WEEK COACHING PROGRAM

Each week, you will get a module of videos to help you build your podcast business.

Once a week, you also get access to a workshop where I teach some of the nuance of building your podcast business and I answer any of your questions regarding the modules.

To make sure you are making progress specifically for your business, you and I have a one-on-one coaching call once a month.

The 12 modules include …

1. YOUR MONEY BASE

The show focus and foundation for your business

2. ATTRACTING YOUR IDEAL CUSTOMER

Focus your show on your ideal listener. The more you know about your listener, the better you will be able to communicate. Keep this person in mind while recording each show.

3. THE PODCAST AND PROFIT CONNECTION

Each episode must have a goal in mind that builds your authority and moves your listeners closer to becoming clients.

4. GET YOUR LISTENERS TO TAKE ACTION

Defining a goal for your show

5. THE POWER OF STORY

Use storytelling to engage your audience

6. GROW YOUR AUDIENCE

How to use interviews to grow your audience

7. MONEY MAKING IDEAS

Using your podcast to build a business and generate a profit

8. CONTINUOUS IMPROVEMENT AND GROWTH

Review your show with a purpose

9. GROW YOUR NETWORK

Creating engagement and building relationships

10. ATTRACT MORE POTENTIAL CLIENTS

Building ideal lead magnets

11. SHOW ME THE MONEY

Tying it all together

12. THE LONGEVITY PROCESS

Podfade prevention

ARE YOU READY?

Are you ready to connect your podcast to a business and start making money? Let’s see if this program is right for you.

Take advantage of my free podcast strategy call. We can develop a strategy for your podcast to build your structure and reach your goals.

The strategy call is free. There are no strings attached. It isn’t a sales pitch in disguise. I just help you get clear. At the end of the call, if you feel like Powerful, Profitable Podcasting coaching programis right for you, we can talk about it. That is up to you.

Visit PodcastTalentCoach.com/coaching. Let’s get you started today.

Let’s turn your information into engaging entertainment.

Podcast

The Benefit Of Podcast Show Structure – Episode 239

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In this episode, we talk about the importance and benefit of a structure for your podcast. Build your foundation. Then, build each episode upon that foundation.

Do the little work daily to build your foundation upon which to build your brand.

CHRIS YOUNG

Country artist Chris Young is in town tonight. Probably the 6th time he has been here.

The first time he came was about 10 years ago. He played in the radio station conference room to about 20 people.

The next time here, he played to a small club with a few other artists for a few hundred people.

Then he came to town multiple times opening for other bands.

Tonight, he headlines his own show for about 5,000 people.

Here is a guy that got great exposure on a television singing competition with a big audience. He has put in the consistent and methodical work over time to get where he is today.

Other artists on the singing shows don’t make it, because they haven’t put in the work to create the relationship over time. You can’t create a relationship in 20 weeks of a tv season. It takes years.

DO THE WORK

Do the work. Get rich slowly.

This all starts by creating a structure for your show. You need a focus around a topic that you love. This is your “why”. We discussed this in Episode 233 – Why Are You Creating A Podcast.

You need an idea of what the structure of each show will be. Are you doing interviews or a solo show.

Using that structure, you need to create a show clock that has some consistent elements. This should be your introduction, content and close. Maybe a few features.

Create a clear introduction. Remember, you always have new listeners joining the show. Tell them what you do and why they are here.

Each episode should have a goal. What is it that you are trying to achieve in the episode? Your close should end with a call-to-action.

I have worksheets that help you do all of this. It is part of my new coaching program. It is called

POWERFUL, PROFITABLE PODCASTING

12-WEEK COACHING PROGRAM

Each week, you will get a module of videos to help you build your podcast business.

Once a week, you also get access to a workshop where I teach some of the nuance of building your podcast business and I answer any of your questions regarding the modules.

To make sure you are making progress specifically for your business, you and I have a one-on-one coaching call once a month.

The 12 modules include …

1. YOUR MONEY BASE

The first module is all about show focus and building a foundation for your business

2. ATTRACTING YOUR IDEAL CUSTOMER

Learn how to define your ideal customer and listener. Focus your show on your ideal listener. The more you know about your listener, the better you will be able to communicate. Keep this person in mind while recording each show.

3. THE PODCAST AND PROFIT CONNECTION

Each episode must have a goal in mind that builds your authority and moves your listeners closer to becoming clients.

4. GET YOUR LISTENERS TO TAKE ACTION

Defining a goal for your show with a strong call-to-action.

5. THE POWER OF STORY

Use storytelling to engage your audience.

6. GROW YOUR AUDIENCE

How to use interviews to grow your audience.

7. MONEY MAKING IDEAS

Strategies to use your podcast to build a business.

8. CONTINUOUS IMPROVEMENT AND GROWTH

Review your show with a purpose.

9. GROW YOUR NETWORK

Learn how to create engagement and build relationships.

10. ATTRACT MORE POTENTIAL CLIENTS

This module is all about building ideal lead magnets.

11. SHOW ME THE MONEY

This will teach you to tie all of the pieces together.

12. THE LONGEVITY PROCESS

Learn how to prevent podfading.

STRATEGY CALL

Are you ready to connect your podcast to a business and start making money? Let’s see if this program is right for you.

Take advantage of my free podcast strategy call. We can develop a strategy for your podcast to build your structure and reach your goals.

The strategy call is free. There are no strings attached. It isn’t a sales pitch in disguise. I just help you get clear. At the end of the call, if you feel like Powerful, Profitable Podcasting coaching program is right for you, we can talk about it. That is up to you.

Visit PodcastTalentCoach.com/coaching. Let’s get you started today.

Let’s turn your information into engaging entertainment.

Podcast

How We Got $2k Per Episode By Adding Value

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In the last few free strategy callsI’ve had with podcasters, we have been talking about money and generating revenue with your podcast. I had a call just the other night. She wanted to figure out how to sell sponsorships for her show.

One of my clients wanted to get his show on the radio. He wanted to work together to figure out how he could make it a profitable endeavor.

If you would like my help creating revenue streams with your podcast, you can get my free list of 6 Ways To Make Money With A Free Podcast at PodcastTalentCoach.com/makemoney.

As we have discussed before, sponsorships are a tough sell. Most traditional buyers want to buy podcast ads just like they buy radio ads. They simply are not the same.

With broadcasting, the ads are reaching a broad audience. Therefore, only a small portion of that audience will be interested in the product advertised.

With a podcast, the entire audience has an interest in common. If the product or service advertised is a good fit, it should be of interest to most of the audience. Therefore, you should be able to charge more for those ads.

I recently worked with a client on a very successful proposal. He had the opportunity to pitch a large governmental agency on sponsoring his show. His podcast reaches the exact audience they were trying to reach. The fit was ideal.

His podcast is getting about 1,000 downloads per episode. How much would it cost to do a direct mail campaign or broadcast advertising campaign to reach 1,000 interested, qualified buyers with a message?

If we estimate 1 out of every 4 people that receive a direct mail piece is actually interested in the message, we would need to send the piece to 4,000 people to find 1,000 interested people.

When it comes to direct mail, you need to add in all of the costs. Those would include design costs, marketing copy costs, the cost to buy the mailing list, the cost to print the mailer, and the money to actually send it out.

According to Media Space Solutions, total costs range anywhere from 30 cents for the do-it-yourself type to $10 per person for the professional job.

So, let’s say you have the ability to do a bit by yourself. You can do the copy and design, but hire out the printing, buy the list and pay for the mailing. We’ll say your direct mail piece is $2 per piece landed. That would be $8,000 per mailing to reach the 4,000 people if we are figuring it takes 4,000 direct mailers to be as effective as 1,000 rabid podcast fans.

To reach those 4,000 people on a weekly basis at $8,000 a pop, you would be spending $416,000 per year.

My client and I discussed laying out this scenario for the agency. First, discuss with them the marketing costs they would possibly already be spending. Then, educate them on the rich value of the podcast audience.

Now that we have them envisioning the cost it would take to reach that audience weekly, we then tell them we can help them achieve that reach for a fraction of the price. We decided on $100,000. Less than 25% of the direct mail costs.

Then, we stacked up the bonuses. He offered to include them in the radio show, in the newsletter, on the website and in social media posts at no extra charge.

He sold the value and the ability to measure the downloads of the podcast.

The prospects were very interested and plan to budget the expense for next year.

This is what he e-mailed me after the meeting …

“Erik – Here is why you are worth $150 an hour….(I think you are worth more). I started off with the question – So is it important to be branded to a growing audience of highly engaged listeners? They said absolutely – I reinforced this with the NPR 75% retain sponsor information from listening to a podcast. While I didn’t get the big fish at the conference yet and let me emphasize yet- I happened to be in a target-rich environment and kept digging with those other pots of money from the same organization and I sold sponsorship for 12 episodes at 2k each to grant managers lower in the food chain. And still going after the 100k in upcoming cycle. Our discussion was extremely helpful.”

That is one way to make money from a podcast. It is all in the framing of your value.

When you approach potential clients, make your sponsorships more than commercials on the show. Sell them a whole package. Give them something more and make it special.

  • Add them to your website
  • Include them in your newsletter
  • Showcase them on the show with an interview
  • Share them on social media
  • Create affiliate programs

Keep in mind when you do the commercials within the show, make your ads unique and entertaining. Your ads should be just as entertaining and informative as your content.

This is just one way to create revenue with your show. There are many others. You can find my list of 6 Ways To Make Money With A Free Podcast at PodcastTalentCoach.com/makemoney.

Do you need help with your podcast? Let me help you develop a plan. I can help you find ways to build a business around your podcast just like I did here. Get a free strategy session with me under the coaching section online at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Podcast

The Problem With Podcast Pricing – Episode 221

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If “how do I get more downloads and engagement” is the question I am asked most often, “how do I make money with my show” is a very close second.

When podcasters reach out to me for my complimentary podcast review and strategy session, I ask them a few questions to see where I might be able to help most. One question I ask is about the biggest struggle they are facing.

Some podcasters jump right to sponsorships. “How do I attract sponsors for my show?”

You need to understand that sponsorships and ads within your show will most likely NOT be your answer.

Let’s look at the facts.

According to the Interactive Advertising Bureau, $257 million was spent on podcast advertising in 2017. This is up 116% from the $119 million spent in 2016.

Now, you are probably thinking, “Erik, I can surely get a share of that $257 million!”

In order to make serious money with sponsorships, you need a pretty sizable audience. Most podcasters simply are not in this stratosphere.

According to the same IAB study, Cost Per Thousand (CPM) is the dominant pricing model. 85% of those surveyed reported using this model. CPM defines the price of ads at a rate per one thousand listeners to an episode. This means a podcaster could charge $18 (or $25 depending on the ad) for every thousand listeners to an episode.

In a study by Entrepreneur.com, CPM for a 15-second pre-roll ad (beginning of the show) was $18 and CPM for a 60-second mid-roll ad (middle of the show) was $25.

If the CPM is $25, and you have 2,000 downloads per episode, you can charge $50 for each commercial ($25 x 2 “thousands”). If you include 4 advertisers per show, you are generating $200 per show. At 52 shows per year, you are earning $10,400 per year.

Now, $10k isn’t bad money. However, there are 3 problems with this strategy.

First, it takes a lot of work to land 4 clients to sponsor your show for the year.

Next, it clutters your podcast with a bunch of ads that your listeners probably don’t enjoy.

Finally, this also assumes you have 2,000 downloads per episode, which is roughly 10 times the median number reported by Libsyn.

There must be a better way to generate revenue with your podcast.

I was on a coaching call with Shane the other day. He is launching his third podcast and would like to make money with this one.

Shane intends to sell sponsors into his podcast and newsletter as the primary source of income. The difference between Shane’s model and the CPM model is his understanding of his audience.

When I explained the issues with the CPM model and sponsorships, Shane said, “Yeah, but I don’t accept the CPM model. I find great sponsors that want to reach my specific audience and charge them a price equal to the value.”

You see, the CPM model is adapted from radio. That medium reaches a broad audience. Hence the name broadcasting.

When a business advertises on radio, there is only a fraction of the audience that is ever interested in their product or service. Therefore, the value is determined by the return on investment.

With podcasting, you are reaching a niche audience with your show. Your listeners should have something in common. Therefore, they should be much more valuable than the broadcast audience, because most of them will be interested in the product or service you are advertising if you select the right sponsor.

Let’s say you host a podcast about weight loss. All of your listeners should have an interest in losing weight. I don’t know many skinny people who love a weight loss podcast.

If a business that sells green smoothie mix or a healthy food subscription is looking for marketing opportunities, your show would be a great vehicle. That business could reach a much more focused audience by being on your show rather than broadcasting. Only a portion of the radio audience would be interested in weight loss products.

If your audience is much stronger, and the business gets a better return on their investment, you should be able to charge more.

Your other choice is to create products or services of your own. We talked about ways to generate revenue with your podcast in “Episode 199 – Can You Make Money With Your Podcast“. You can download 6 ways to make money with your podcast here:

[DOWNLOAD: 6 WAYS TO MAKE MONEY WITH A FREE PODCAST]

Do you need help with your podcast? You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Podcast

The Man Who Chases Two Rabbits … – Episode 220

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Ugh. If I only knew then what I know now.

Are you like me? Have you said that to yourself more than once? Things could have been so much easier.

I’m like most podcasters. I wanted to make money with my podcast. It sounded so easy.

As I was building Podcast Talent Coach, I had always heard about the concept of the product suite. It sounded great. Create a suite of products along with multiple streams of income. You then have money coming from every direction.

That’s where my journey started. I created my Podcast Talent Coach workbook. I was also working to create my course, my speaking platform, my coaching and my live events. It was going to be the ultimate product suite around my expertise.

How many streams did I have launched after 3 years? One.

Yep. Only one.

And it didn’t get much better.

How many did I have launched after 7 years? Two.

Two streams after seven years. It sure wasn’t happening as fast as the experts made it sound.

What happened? Where was my traction?

Now that I look back using what I now know, I realize I didn’t get things up and running until I learned how to focus on the single task at hand.

It was all about focus.

As Confucius said, “The man who chases two rabbits catches neither.”

Once I focused on the single, most important thing until completion, my momentum multiplied exponentially. It was crazy.

Focus helped me reach my goals so much faster.

Now, I have a plan in place to launch 4 more streams. But, all in due time. And all one at a time.

Had I learned to focus from the start, it would have saved me so much time, energy and pain.

Take time to find the idea that is right for you. Look for the low-hanging fruit. What is the easiest idea to select that you could get launched quickly without a big investment of time?

Dan Miller from “48 Days To The Work You Love” tells the story of selling his original version of his book in a 3-ring binder. He took orders, printed them at a copy shop and mailed the binder to the customer. He got proof of concept and launched. It wasn’t perfect. But, it was done.

Pick one idea and go. You won’t know until you try.

If you want help refining your strategy, take advantage of my FREE podcast strategy session.

[GET YOUR FREE PODCAST STRATEGY SESSION HERE]

There is no hard sell during the call. We talk about you, your podcast and your goals. We create a plan. At the end, if we work well together, I’ll ask if you would like my help with the plan.

That’s it. That is the whole pitch. If you are comfortable executing it on your own, we are all good. If you’d like my help, we can talk about how that would look.

I just hope to help you learn the lessons I learned the hard way without putting you through the time, effort and pain.

You have probably heard the saying, you can spend money or your can spend time. Do you want to go through the process with trial and error, or would you like to take the fast path?

I was on a coaching call with James the other day. He is struggling with the process of creating his podcast. He feels it consumes a lot of time during the week that he would rather be dedicating to his business.

As we talked about his process, we realized he touches his podcast many times throughout the week. This includes developing the topic, researching the idea, creating his outline with the Show Prep Planning Worksheet [ Click here to download], finding time to record, editing the show, creating the show notes, publishing the show, and marketing the podcast.

James and I developed a plan where he would batch a bit of his work. Rather than spending time every week developing topics, James began using a content planner. He now has topics for the next 12 weeks planned out. He now just needs to create the episodes. There is one big chunk of his week back.

How can you batch part of your process? Maybe you can record a few episodes at a time to save on studio set up time. Maybe you can publish a few at a time and schedule them to be released according to the plan and save time there.

Find areas of your process that you can refine. Just because everybody does it one way doesn’t mean you need to follow along.

If you would like help with your process like James, give the FREE Podcast Strategy Session a try. You can find the info at podcasttalentcoach.com/coaching.

Have fun and enjoy the journey.

 

You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Podcast

How To Ask For The Sale When You’re A Horrible Salesperson – Episode 217

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Selling
How to close the sale

Does the thought of selling make your palms sweaty? Do you get that pit in your stomach? There is a way to ask for the sale even if you are a horrible salesperson. You can close the deal without having to be pushy or use a hard close.

Zig Ziglarhad many great quotes. One of my favorites is, “You can have anything you want in life just as long as you help enough other people get what they want in life.” How true that is.

It is also the key to great sales.

 

GIVE

As you turn your information into engaging entertainment with your podcast, keep in mind that helping people is part of the foundation of a strong relationship. If you take, take, take, your relationship won’t last long. If you are there to give and help, you will develop friends for life.

Ziglar is a great example of helping people. His speeches always offer great tips to improve your life, sales or attitude. The organization bearing his name also has great books, CDs and other products they sell. However, most of Zig’s time was spent on helping others. There is a lot of free Ziglar information available. He consistently helped others and eventually the sales come.

I have learned a lot about sales through my 30 years in radio. Our stations have created my great campaigns for clients.

The successful sales process at our radio stations always began with a customer needs analysis. Rather than simply selling them commercials, we set out to determine their goals. Then, we would create a campaign to help them succeed.

Many clients would come to us to help market their business. When we would ask what they hoped to accomplish, they would say things like “make more sales” or “get more people in the door”.

We would then dive deeper to really determine the client’s pain and how we could best help them overcome those issues.

It wasn’t about selling commercials. It was about helping our clients achieve their goals.

 

THE SALE

There are four essential steps present and necessary in every sale. The four steps must be followed in order for the sale of everything. If one step is skipped, it will derail the entire sales process.

The four steps in the sales process are qualify, rapport, educate and close.

Your podcast is always selling something. It could simply be your ideas. You could also be selling an actual product. You are most likely selling your listener the idea of listening again. Be sure you follow the four steps.

 

QUALIFY

First, you qualify your prospect. Are you right for them and are they right for you? Accept that your show, product and service will not be perfect for everyone. However, it will just right for a few.

The qualification step will probably occur in the description of your show. If your show is about gardening, you probably will have a difficult time attracting someone not interested in gardening. They are not a qualified “buyer”.

 

RAPPORT

The “rapport” step is where you are building the trust. You are creating a relationship where your listener truly believes you are there to help them.

When you get your listener to tune into the show, you begin building rapport from the start. Help your audience where you can.

 

EDUCATE

Next, educate your listener. Explain what problems are solved by your “product”. Explain the importance of solving those problems. Explain how you have succeeded in that process in the past. Describe the transformation. Help your listener solve their problems.

Most podcasters have very little issue with the first three steps. The heartburn comes with step number four … closing the deal.

How do you ask for the sale without feeling like a slimy salesperson? How can you close the deal without the pressure of the hard sell and the discomfort that comes along with it.

 

THE CLOSE

If you have completed the first three steps successfully, the close should be easy. It should handle itself.

If you have truly helped your prospect to this point and clearly explained the steps to the transformation, your prospect should be ready to buy.

The first three steps have found a qualified “buyer”, developed a relationship with that individual, and explained to your listener how you can help them. If the close is difficult, you have probably made a shortcut through one of the steps. Make sure each step is fully executed.

 

SELLING

Marketer Joe Polishsaid great marketing gets people properly positioned, so they are pre-interested, pre-motivated, pre-qualified, and predisposed to do business with you (or act on your call-to-action). Great marketing therefore makes selling easy and unnecessarily.

If you have truly engaged your listener and created that strong relationship we’ve been discussing, the selling should take care of itself.

Selling becomes difficult when you are trying to get your listener interested. Selling before your listener is motivated is a challenge. Trying to sell to a listener that isn’t qualified is hard work. If your listener isn’t predisposed to taking action, you will need to sell hard.

When you have taken the time to build the relationship, your listener will be pre-interested, pre-motivated, pre-qualified, and predisposed to do business with you. They will be ready to buy.

Selling, in terms of convincing your listener to buy, will be unnecessary. Your marketing and engaging relationship will have them ready for your call-to-action.

When I have a FREE podcast strategy call with a podcaster, we talk about their goals. We also talk about the pain and struggles they have encountered attempting to reach those goals.

Once we have determined the destination and figured out where they pain is, we then develop a plan to reach those goals. I have showed them the transformation. They can envision what is possible.

If I feel I can help them achieve those goals, meaning I have qualified them as a potential client, I simply ask, “Would you like some help making it happen?”

If I have built rapport with them and educated them during the call, they will feel I am the right person to help them reach their goals. If I failed in some point along that path, they will tell me no.

Regardless of whether you use me or not, it is my commitment to help 1,000 podcasters this year learn to leverage their podcast. It has been my experience through my 30 years in radio that your content is much more powerful when it is relationship-based. During our 30-minute call, I hope to teach you a few ways to reach your goals.

 

HELP FOR YOU

I want to help 1,000 podcasters reach their goals. These FREE podcast strategy sessions are part of that journey.

When you seek to serve first, selling becomes much easier. It literally takes care of itself. Give it a try.

 

If you would like a FREE podcast strategy session, get the details at PodcastTalentCoach.com/coaching. Let’s see what we can do.

You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Podcast

Real Podcast Business Results With James & Amy Hebdon – Episode 216

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Real Podcast Business Results With James & Amy Hebdon – Episode 216

Coaching
James and Amy Hebdon of Paid Search Magic

Have you ever dreamed of turning your podcast into a business? It sounds so easy when the gurus talk about it. They all say, “Build an audience and sell them something.” The “what” is easy. It is the “how” that gets a bit more difficult when creating a podcast business.

A mentor can help you get where you want to go.

Can I share the story of Amy and James Hebdon with you?

 

THE PAID SEARCH MAGIC PODCAST

The Hebdons are a married couple who host the Paid Search Magic Podcastand publish articles to help businesses grow in every aspect of pay-per-click. Their podcast has been helpful with building their authority in their space.

Amy and James run a boutique agency called Paid Search Magic. They offer services for profitable businesses to improve their pay-per-click performance. The agency also helps digital marketers and startups get the training and support they need to take paid search to the next level. The couple manage paid search for clients and teach people to do paid search for clients through their coaching.

You see coaches everywhere. Life coaches. Career coaches. Sport coaches. Birthing coaches. Speaker coaches. Executive coaches. It seems coaching is a big part of the world today. Why is that?

Coachingis so prevalent in our society, because coaching works. Coaching gets results. Communication is improved through coaching. Most importantly, coaching works, because the goals of your coach are your goals. Coaching helps you face difficult truths, learn how to make powerful change and maximize your potential.

The best speakers, the best executives and the best athletes all have coaches. Coaching helps the best become the best and stay at the top. Coaching is a powerful, secret weapon of those at the top of their game.

Not only are Amy and James Hebdon coaches, they also use coaches in their business. They have been using me as the coach for their podcast.

 

BUILDING AUTHORITY

Through our work together, we have really been able to define who their target listener is. This has allowed Amy and James to speak directly to those people. This helps build their authority.

The Hebdons want to grow the podcast and use it to get more coaching clients. Therefore, building authority and credibility to let people get to know, like and trust them was our focus.

When they began the podcast, Amy was doing a solo show. After the show took a break and then relaunched, James joined. The couple realized they didn’t know how to really create a podcast. There was a lot of conflict between the two with regard to content, direction and process. They needed to figure out how to work cohesively with multiple viewpoints.

There was a bit of fear when Amy originally launched the show. There was so much to learn. Where should she start. She worked to figure it out along the way. Unfortunately, that meant inconsistency. She would post daily at times and every other week at other times. After two years, they only had 33 episodes published. The couple needed to streamline their process.

The material being taught on the show by Amy and James is very hard to learn without a visual component. They needed to find a way to make the content more accessible.

As James says, “We didn’t know what we didn’t know.”

Do you ever find yourself in that position? Have you ever found yourself asking, “Where do I even start?”

That is what I mean about all of the good intentions by the gurus. Telling your what to do is easy. Telling you how to do it is more difficult.

 

THE INTERVIEW

I sat down with Amy and James to discuss their podcast and what they have learned over the past few months as we have been working together.

If you would like to get a free podcast strategy session to determine your next steps toward your “what to do”, head to PodcastTalentCoach.com/coaching.

Enjoy the interview with James & Amy Hebdon from the Paid Search Magic Podcast.

 

Do you need help with your podcast business? You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Podcast

The Top 3 Episodes of 2018 – Episode 213

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The Top 3 Episodes of 2018 – Episode 213

Most popular episodes
The 3 most downloaded episodes of 2018

As we bring 2018 to a close, let’s look back over the year at the 3 Podcast Talent Coach top episodes that received the most downloads this year.

 

#3 – INTERVIEW QUESTIONS

The number 3 episode of 2018 was based on my list of 17 of the Most Powerful Interview Questions Ever. This episode showed you how to use these quesstions to create unique content and make your podcast stand out from the crowd.

 

Episode 189 – 7 Of The Most Powerful Interview Questions Ever

How do you make your podcast unique when every interview asks the same questions and sounds the same? Use storytelling.

Storytelling can transform your podcast.

People do business with those they know, like and trust. Stories let people get to know you through the things you reveal in your stories. Listeners learn what you like, value and believe. Your stories help develop that likability and trust.

Stories help you connect, motivate and inspire.

They do the same for your guests. If you would like to get unique answers from your guests and create powerful podcast interviews, download my 17 Ultimate Podcast Interview questions. They are free for you at PodcastTalentCoach.com.

There are a few questions you should avoid.

“Tell me a little bit about yourself.” This questions is a time waster. It also tells the audience and your guest you didn’t do your homework. You should know your guest and provide the important background information necessary for this episode.

“Did you enjoy (blank)?” Yes/no questions receive yes/no answers. Find ways to turn yes/no questions into open-ended questions.

“Was it A or B?” Questions that require one word answers do the same as yes/no questions. There is nowhere for the guest to go with the answer.

Here are 7 of the Most Powerful Interview Questions ever from that list. Use these to generate fantastic stories.

 

This process was developed over my 30 years of radio. It also complimented my free download of my 17 of the Most Powerful Interview Questions Ever. They are free for you at PodcastTalentCoach.com.

Whether you are brand new to podcasting or have been creating podcast interviews for years, this worksheet will help you develop more powerful podcast interviews.

You will learn how to create amazing content using powerful podcast interviews.

This isn’t just theory. I have been in radio for 30 years and teaching broadcasters and podcasters for over 20 years. I have interviewed some of the biggest artists in music, including Lady Gaga, Blake Shelton, Natalie Merchant, Sarah McLachlan, Eric Church, Mariah Carey, the Samples, Big & Rich, Jason Aldean, Carrie Underwood, Dave Mustane of Megadeth, Nelly and others.

Stations I have programmed have dominated the market. My own show has been top of the ratings for years straight. Podcasters I have coached have used my training to drive their shows to new heights.

Grab the list of questions a get rolling this week.

 

#2 – BEHIND THE SCENES

The second most downloaded episode this year was Behind The Scenes Of A Podcast Coaching Session – Episode 204.

Dave Jackson and I do a show together called The Podcast Review Show. We invite podcasters on the show to have their content reviewed. It is getting two podcast coaches for less than the price of one. We do this in order to create great content and help a ton of podcasters.

I also coach podcasters one-on-one. In 2019, my goal is to help 1,000 podcasters. This will happen through coaching, speaking and interviews.

Tony Muckleroy of the Jeep Talk Show podcastwas a guest on the Podcast Review Show with Dave and me. Then, Tony worked with me to coach him on his show. He used that coaching session as an episode of Jeep Talk Show. I also used the coaching session for episode 204. It came in at number two in 2018.

 

Behind The Scenes Of A Podcast Coaching Session – Episode 204

A few months back, Dave Jackson and I reviewed the Jeep Talk Showon the Podcast Review Show. Tony Muckleroy, one of the hosts of the show, reached out to me for a follow up review. Today, I want to take you behind the scenes of that coaching session to show you how things work. It is my hope there are a few things in this session that might help you improve your show.

Tony hosts the Jeep Talk Show with his two co-hosts Josh and Tammy. They started the podcast about 8 years ago.

The primary reason Tony reached out for coaching is audience growth. Their show has plateaued around 1,700 downloads a month. Tony is hoping to discover how they might increase their audience and grow the show.

During our coaching session, Tony and I discuss the points Dave Jackson and I made on the Podcast Review Show, the progress the hosts have made toward those points and where they might go from here.

Jeep Talk Show has some passionate followers. The team posted our coaching session as an episode of their podcast. It is Tony’s hope that sharing the session with his audience might get listeners to provide the show with additional feedback.

This episode features the coaching session with Tony and his show.

If you would like details on a free strategy session with me just like this one, get the details at PodcastTalentCoach.com/coaching. I’d love to help you.

 

I want to help 1,000 podcasters in 2019. Will you be one of them? Let’s create a strategy and plan for you in 2019. Take me up on your FREE podcast strategy session. Get the details at PodcastTalentCoach.com/coaching.

 

#1 – MONEY MAKING TOOLS

The episode with the most downloads covers my money making tools. This is really no surprise to me. “How to make money” is what most podcasters come to me seeking.

This episode was created to show you what tools I use to create my podcast and business. The info is still all good. However, the affiliate links are dead due to issues with Amazon. You can still find the tools. It will just take a bit of searching. I still use all of it.

 

My Tools To Make Money With My Podcast – Episode 184

(These tools can be found on the resource page atPodcastTalentCoach.com. Most links on that page are affiliate links. I may receive a variable commission for any purchase made using those links.)

How do I make money with my podcast? I get asked this quite a bit. Many podcasters want to make money to at least pay for the expense of podcasting.

I thought you could get some great help if we reviewed the tools I use with my podcasting and in my business. This includes the tools I use to create my podcast, website and newsletter. We will also review the resources I use to learn, create products and generate revenue.

This list includes affiliate links. Please understand I would never recommend anything I didn’t already use and love. I have been using most of these resources for years. That is why I feel confident recommending them to you. You can find affiliate links to and discounts for most of these in the resource section online at PodcastTalentCoach.com.

I want to give you a quick overview of my gear. Then, we will get into making money with your show.

If you would like some great, FREE tools to get your revenue started, I have an amazing, FREE online training course for you online at PodcastTalentCoach.com. Plus, you get two of my best two of my best resource guides, “16 ways to make money with a free podcast” and “75 ways to drive engagement with your podcast“. Get them now online at PodcastTalentCoach.com.

 

If you have any questions about any of the tools in this episode, shoot me an e-mail. I’ll help you through it.

Before you seek to make money, you need a strategy. You need a plan. You need to build an audience. Then, you can leverage the attention.

 

Again, I want to help 1,000 podcasters in 2019. Let’s create a strategy and plan for you in 2019. Take me up on your FREE podcast strategy session. Get the details at PodcastTalentCoach.com/coaching.

 

Thanks for the great support in 2018. I’m looking forward to helping you even more in 2019 by transforming your information into entertainment. It is the beginning of turning your podcast into powerful, profitable relationships.

Catch up with these 3 episodes. These are the 3 top episodes with the most downloads of 2018.

Next week, we are digging in with one of my coaching clients to see how he landed on Apple’s list of Best Podcasts of 2018.

You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Podcast

Can You Make Money With Your Podcast? – Episode 199

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Can You Make Money With Your Podcast? – Episode 199

Make Money With Your Podcast
Copyright : dolgachov

Are you like most podcasters who contact me for help? Are you trying to make money with your podcast?

When podcasters reach out to me for my complimentary podcast review and strategy session, I ask them a few questions to see where I might be able to help most. One of those questions asks about the biggest struggle they are facing.

I recently went through all of the questionnaires looking for commonalities. The struggle mentioned most often had something to do with making money with their podcast.

WHAT ARE YOU SELLING?

It reminds me of listening to a presentation by Brendon Burchard. He was describing a session at his Experts Academy. One of the speakers asked the audience, “How many of you have a website?” He then asked how many wanted to make money with that website. Finally, he asked, “How many of you have something to sell?” The room went quiet.

That is the typical problem with podcasts. People want to make money with their podcast, but few have anything to sell.

You can download 6 idea starters to make money with your show here:

DOWNLOAD: 6 MONEY-MAKING IDEAS FOR YOUR PODCAST

BIGGER IDEAS

First, you need to understand that sponsorships and ads within your show will not be your answer.

In order to make serious money with sponsorships, you need a pretty sizable audience. Most podcasters are not in this stratosphere.

You may not want to earn a living with your podcast. Maybe you simply want to cover the costs of podcasting – that break even point.

Whether you want to turn your show into your career or simply want to cover the costs, these ideas can help get you there.

Let’s look at the facts. You have a podcast that is free to listeners. How can we take something that is free to consume and convert that into some revenue?

LEVERAGE ATTENTION

There are many ways to take the attention you are generating and leveraging that attention to make money. The first step is the gain the attention.

You don’t need to have hundreds of thousands of listeners. You simply need to have passionate listeners that want more of what you share.

Are you teaching your listeners? Are you providing them with tools and information they can use? Are you interviewing interesting people that share great information that might be stretched into something more?

You can use a lot of these ideas to leverage your audience.

I was on a coaching call last week with a podcaster struggling with making money. She has a podcast where she talk about healthy diets and how people can eat better. She loves teaching, talking in front of people and giving presentations.

We talked a lot about the people who reach out to her for advice. Many of these people had similar questions and similar struggles.

After we peeled the onion and discovered a few different layers, we determined she could start small group coaching to generate a few hundred dollars a month.

When people think of coaching, they think of some intricate system to market the program, bill the participants, and conduct the training.

I suggested she send an e-mail to the few hundred people on her list. If she could find 5 people willing to pay her $97 per month for group coaching, she could earn $485 per month.

In the e-mail, she could simply say, “I am starting a small group that I will coach each week providing A, B and C. We will get on a call each week to discuss it, answer questions and help with struggles. Participation will be limited to 5 people and cost $97 per month. If you are interested, reply to this e-mail.”

When the people respond, have them send you $97 via PayPal. Then, set up a private group call on Google Hangouts, Zoom or the free platform of your choice.

At the end of the month, you ask, “Who want to go again?” Sign them up and recruit more with your e-mail list.

You only need 5 people and you’re making money each month.

 

BUSINESS MODELS

That is just one example of using a model called “Give away products, sell services”. She is giving away recipes, spreadsheet tools and other .pdfs. Then, she sells her services.

1. Podcast example: Giveaway lead magnets, sell individual coaching

2. Podcast example: Giveaway podcast info, sell webinars and seminars

 

Give away services, sell products

3. Podcast example: Your podcast explains how to set up and use products and then sells those products online

4. Podcast example: Your podcast provides content and information, sell books, CDs and DVDs about that information

 

GET MORE

If you want the list of 6 money-making models, download the list here.

DOWNLOAD: 6 MONEY-MAKING IDEAS FOR YOUR PODCAST

Do you have a few hundred people listening to your show? Have you started gathering their e-mail addresses using an e-mail service?

Let’s get started. If you want to make money with your podcast, you must have something to sell.

Money doesn’t fall off of the money tree. You need to leverage your audience and give them an opportunity to get even more value from you.

 

Would you like me to help you create some ideas? You can get a “no obligation” strategy session with me. Head over to PodcastTalentCoach.com/coaching for the details. I would love to see what we can do.

PodcastTalentCoach.com/coachingis where you will find the info. It is a free 30-minute call with me to review your process and help you develop a plan to overcome your struggles. I’d love to chat. Check it out right now.

You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Podcast

Getting The Sale vs. Building The Relationship – Episode 198

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Getting The Sale vs. Building The Relationship – Episode 198

Building The Relationship
How to focus for long-term success and lifetime value

Are you focusing on the sale or are you focusing on the building the relationship with your client?

I am often asked how to make money with a podcast. The short answer is easy – have something to sell. The longer answer is build a relationship with your audience that includes trust, and cultivate that relationship over a long period of time. That is what we are going to discuss today.

RADIO RELATIONSHIPS

While in radio, I programmed in many different formats. Top 40, country, alternative, adult contemporary, classic hits. There have been many.

As a program director, I would be responsible for everything that came out of the speakers. The music, on-air personalities, contests, promotions, imaging, commercial production and anything else you heard was under my direction.

While programming country and top 40 stations, I would often be asked about the differences between the two genres. Garth Brooks and Thomas Rhett couldn’t be more different than Usher and Katy Perry. The differences don’t simply lie in the music. They way they handle their relationships are at opposite ends of the spectrum.

The relationship an artist has with a program director at a radio station has a great deal to do with the longevity of the career of that artist, because the program director determines what music gets heard on the radio. It is just like any business. If you want your product displayed prominently in the store, you need to have a solid relationship with the storekeeper.

In the country format, the artist works hard to develop the relationship with radio. Many country artists are working to build a career that will span decades.

Garth Brooks had his first hit in 1989 and still has hits on the radio today, though it is more of a comeback. Kenny Chesney, Keith Urban and Blake Shelton all began two decades ago. Even New Artist of the Year nominees like LOCASH have been around for 10 years.

Country artists will put in the time and effort today in order to have a career for years. They will make radio visits at the beginning of their career just to meet the station staff and play a few songs. We have had Lady Antebellum, Taylor Swift, Eric Church and many others at the station for a visit. That is how they start their careers.

Artists on the top 40 side are a complete different story. The career lifespan of a top 40 artists is usually less than a decade. It is rarely longer than an album or two. Many have a hit and never release an album.

With such a short career on the radio, top 40 artists need to get it while they can. They have meteoric rise and fall just as fast. They have very little interest in building a relationship, because the longevity of their careers don’t give them time to do so.

It is interesting to wonder if the career of the top 40 artist would be lengthened if they worked on the relationship. It may not extend their life on Top 40 radio. However, it may keep them in favor in some of the adult formats.

Let me give you a few examples of the differences between working on the relationship and focusing on getting paid.

Please don’t think I’m special. In telling these stories, I’m not dropping names trying to make you think I’m important or I think a lot of myself. Artists do this for many radio program directors. That is how they create their relationships.

THE COUNTRY RELATIONSHIP

First, the country side of things. Blake Shelton is everything you think he would be. Fantastic guy.

Blake Shelton had been a television judge on NBC’s musical talent show The Voice for a few seasons when I headed backstage to meet him for the second time. I had briefly met him at an industry party a couple years before this.

On this particular hot, sweaty, summer day, Blake was headlining the Country Stampede near Manhattan, Kansas. This is a multi-day, outdoor music festival that involves tens of thousands of people camping, drinking and enjoying some of their favorite country bands.

Prior to Blake’s set, he was scheduled to do a meet-and-greet with a bunch of fans and radio listeners from around the area. It would last about 20 minutes under a hot tent meeting fans, taking photos and signing autographs before he went onstage to perform for 90 minutes.

I was out front-of-house chatting with my rep from the record company. He said, “I want to take you back to say ‘hi’ to Blake before he goes on.”

The two of us head back to Blake’s bus and rap on the door. Blake comes out, give us both a big “how ya doin’?”, and we get to talking. We talk about everything. He tells us about the drama with The Voice judging. He tells us about working on the new album, his relationship and his love of this part of the country (he’s from Oklahoma).

We are chatting for about 10 minutes or so when I notice his road manager beginning to linger around and checking his watch. I know Blake still has to do the meet-and-greet and then hit the stage on time. I don’t want to be the guy to hold him up.

In order to keep him on time, I say, “Well, we’ll get out of your hair and let you get at it.”

Blake says, “What, you’re leavin’ already?”

I said, “Well, this guy looks like he has a few things for you, and I think you have a little something to do after this.”

“Ok,” he says. “Thanks for comin’ by. Hope you enjoy the show.”

He is awesome. Always gracious and shows appreciation that we came to the show. I have met him a few other times backstage and it is always the same. He is a class act always building the relationship.

THE TOP 40 DOLLAR

On the top 40 side of things, radio people are usually treated just like everyone else. Sometimes, it isn’t even that good.

Usher is a great example of “get it while I can”.

Usher was playing Kansas City. He was also doing a meet-and-greet prior to his show. I was allowed to accompany our few station winners backstage to meet him prior to the show.

Our winners to added to winners from various other stations, plus fan club members, friends and family. There must have been 60 or 70 people in this group.

The entire group was led backstage to a small meeting room. We all packed in and then grouped by classification. Fan club winners were first. They were followed by radio winners. Finally, friends and family wrapped up the end.

After we waited in the room for 10 or 15 minutes, a large gentleman came into the room wearing a shirt that I’m pretty sure was a size or two too small. His arms alone were stressing the stitching.

I am assuming this guy was a personal assistant or bodyguard for Usher. Not sure. He didn’t take time for warm greetings and salutations. He had a radio to communicate with others, so I figured he was important somehow.

He says, “Can I have your attention? Here’s how this is gonna work. I need you all to form a single-file line along that wall. In a few minutes, Usher is going to come through this door. He is going to stand right here. When you get to the front of the line, you will hand your bags to this lady to hold and your camera to this gentleman right here. He will take your picture with Usher. He will give your phone to the lady with your bags. You will collect your belongings and step into the hallway where we have pre-signed 8x10s for you. Usher will not sign anything in line. Please do not ask.”

The bodyguard guys then says, “When Usher comes into the room. Do NOT take any photos of him. Put your cameras down. This gentleman is the only person who should be taking photos. If you DO take photos of him, your camera will be confiscated, your tickets will be taken and you will be escorted out of the building and not allowed to see the show. Any questions? Good. Usher will be here in just a few minutes.”

When we did get to the front of the line, I followed the directions as we were told. Usher stood there with his hands folded in front of him and sunglasses on. He didn’t say a single word or shake my hand. I smiled for my photo, collected my belongings and went about my business.

That was the only time I ever met Usher. He hasn’t had a hit on Top 40 radio for quite some time. That’s the way it is with top 40. Get paid while you can.

LIFETIME VALUE

I have had dinner at Reba McEntire’s house. I couldn’t even get back to say hi to Bruno Mars.

Brad Paisley invited me and my kids onstage during a show. I have been on Zac Brown’s tour bus. Katy Perry wasn’t meeting people. Beyonce stayed on her bus until it was showtime and went straight back to her bus when it was over … and I was the one putting on the concert. There was not even a thank you.

Top 40 artists are looking to get paid now, because they aren’t sure how long their careers will last. Top 40 artists that were on the radio ten years ago are rarely heard from today.

Country artists are working to develop the relationship for a long-term career. They realize they could easily still be on the radio twenty years from now.

With regard to your podcast and online business, are you working to generate the sale and get rich quick? Or, are you working to develop a long-term relationship where you might make less now, but the lifetime value of the relationship could be worth many times more?

Take your time. Build your tribe methodically over time and cherish each relationship. Make each member of your tribe feel special. The stronger the foundation, the longer the house will stand.

 

Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.

You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Podcast

The Six Essentials Of A Lead Magnet – Episode 197

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The Six Essentials Of A Lead Magnet – Episode 197

Powerful Lead Magnets
Copyright: alphaspirit / 123RF Stock Photo

Many of my clients and those that join Dave Jackson and me on the Podcast Review Show want to grow their e-mail list. Rather than offering a powerful lead magnet, many of them simply have a “subscribe to my newsletter” button. How often are you hoping somebody will send you another newsletter?

Let’s talk about building a powerful lead magnet that people will actually want. One that will drive your opt-ins.

What is a lead magnet?

Ryan Deiss at Digital Marketer defines a lead magnet as “a small chunk of value that solves a specific problem for a specific market that is offered in exchange for an opt-in.”

By that definition, “subscribe to our newsletter” is NOT a lead magnet.

Your lead magnet is the beginning of your relationship with your listener. Our intention is to eventually make them a customer. By having their e-mail address, you can provide them with some quick value and start building likability and trust.

I love Ryan’s definition, because you can look at your piece of content and know instantly if it is a true lead magnet.

Let’s look at each piece individually.

 

A SMALL CHUNK

A small chunk means your piece of content is easy to consume. It is small.

This should be a quick report and not a 148 page e-book. I can’t tell you how many free e-books I have saved on my computer that I intended to read, but never got around to it.

My quick count is 47. Very quick, but rough enough for you to get the idea.

I love the idea of getting an e-book. I just never set aside the time to read them. It takes too long. Therefore, I don’t move along the value ladder. The content doesn’t serve its purpose.

Create a lead magnet that offers quick results for one big thing. Give your listener results quickly that will move them along your value ladder and closer to becoming a paying customer.

When I first started creating lead magnets, I created 3 free videos. One is the power of one-to-one communication. One is the difference between marketing to men and women. The third is the power of theater of the mind.

Each video was 30-minutes of some of my strongest teaching. I saw Brendon Burchard release videos like this for his programs. I saw Jeff Walker release videos like this with Product Launch Formula.

What I didn’t realize was their videos were further up the value ladder. These videos were part of their launch sequence. I had already received their lead magnets. We had already started a digital relationship. Their videos were part of their training, not lead magnets.

My 30-minute videos were not successful in gaining opt-ins. I got a few, but nothing like my worksheets.

I offered a Show Prep Planning worksheet. It contains five questions that help you lay out your entire episode. This list is by far my largest list. 90 minutes of video training gets crushed by a checklist with five questions.

Make it easy and quick to consume.

 

OF VALUE

Do people actually want your piece of free content?

Not only does your lead magnet have value, your customers/listeners/tribe must be able to understand that value. Your lead magnet must have high perceived value.

If I tell you my list of 17 of the Most Powerful Podcast Interview Questions Ever will help you creating one-of-a-kind interviews without hours of preparation, you should be able to understand that it will save you hours of time.

My videos probably had trouble here as well. Long doesn’t necessarily mean valuable.

What will your piece of content do for your listener? Make that benefit and value clear to your listener.

 

THAT SOLVES A SPECIFIC PROBLEM

Your product will do one of two things. It will give your prospect pleasure or remove a pain. This is often referred to as vitamins or aspirin. When you look at marketing that usually works best, it contains a promise to solve a problem. Aspirin sells better than vitamins.

Your lead magnet should solve one problem. Not 17. One.

That problem should be specific, well-defined and easily understood by your audience.

Shave 3 hours off of your prep time.

Cut your post production in half.

Double your Facebook followers.

Lose 8 pounds in the first week.

Singular and specific.

When you get your listener quick results, you move your prospect up your value ladder. They experience the results quickly. This creates a niche that is very focused on a single problem you can now solve with the rest of your autoresponder series.

 

FOR A SPECIFIC MARKET

We know the problem. Now, we need to know that target audience. You cannot market your solution to an audience unless you have defined that specific audience with the specific problem.

When we know who they are, we know where to find them. We know what they want, need and desire. We know how to structure our communication. We know the pain points to address.

In radio, clients would often come to us to help create their marketing plan. I met with an owner of a local jewelry store. He was looking for ways to reach an audience he didn’t typically reach with his direct mail and newspaper campaigns.

My first question to radio clients is always, “Who is your target customer.”

This guy tells me, “Our customers are everybody, but mostly people 25- to 54-years-old.”

“Well,” I say, “that’s not a target customer. That is a family reunion.”

The 27-year-old male coming into the store is buying jewelry for a completely different reason than a 52-year-old female. He might be getting married for the first time. She may be looking for a college graduation gift for her daughter.

These two people probably have different budgets, different needs, different pain points, different language and a different sense of humor. You cannot communicate and persuade to both using the same message.

Define your target, so you can tailor your communication.

 

THAT IS OFFERED

People won’t know about your lead magnet unless you tell them. If you have a lead magnet, offer it to your audience in various ways.

“If you build it, they will come” only happens in the movies.

There are many ways you can get people to your lead magnet.

Tell your audience about your great piece of free content on your podcast.

Use your newsletter to spread the word.

Make sure it is prominent on your website.

When you are giving interviews, tailor the lead magnet to that specific audience.

Post the link on your social media.

If you have a few extra dollars, run some ads. However, only do this once you know the audience wants your lead magnet by testing it through the other methods.

 

IN EXCHANGE FOR AN OPT-IN

The whole reason we built the lead magnet is to get the e-mail address. Make sure you have set up your e-mail system to collect the addresses.

As you create your opt-in, make it easy. Reduce the number of hoops your listener needs to jump through. This is easier said than done.

When you build the steps, you add in their name and e-mail address and a bunch of other stuff. After the opt-in is complete, step back and look at the entire process. Do you really need all of it? Can you make it easier?

Only collect the necessary info. The easier you make the opt-in, the more success you will have.

 

LEAD MAGNET IDEAS

Resource kit/tool box.

Report or guide.

Free trial.

Cheat sheet.

Checklist.

 

Digital Marketer is a great membership. I get so much value from the Execution Plans. If you are looking for help in any aspect of your online business, chances are there is a course inside of Digital Marketer that can help.

Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.

You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Podcast

The Difference Between A Pitch And Service With True Help – Episode 190

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The Difference Between A Pitch And Service With True Help – Episode 190

Copyright: logoboom / 123RF Stock Photo

Making money with your podcast doesn’t need to be seen as a bad thing. You shouldn’t feel guilty trying to generate revenue with your podcasting efforts. If you are offering something of value for your listeners while serving them well, selling something of greater value should be the next logical progression.

 

[Registration for The Powerful Podcast Interview Workshop is now open, but closes Sunday night (4/15/18). Enrollment is limited to 24 attendees. Learn more HERE.]

 

MAKING MONEY

The key to making money with your podcast is serving. You must serve your listener well first and foremost before you can every offer to sell.

If you haven’t built trust with your audience, any offer will simply be seen as a pitch. If I don’t know you, how do I know you have my best interest at heart with this product or service?

A sales pitch is defined as a talk or way of talking that is intended to persuade you to buy something.

Service is defined as the help provided to a customer by someone. It could also be the work done or help provided, especially for the public, the person or an organization.

Service doesn’t say anything about being free.

The difference is persuasion. If I have to convince you to buy something, I am making a sales pitch. If I am offering something you want and need that will help you, I’m offering service.

Serve first, many times over. Then and only then can you effectively sell.

Shows like the “Dave Ramsey Show”, “48 Days To The Work You Love” and “The Audacity To Podcast” are all designed to help their listeners first. Sure, they all have products to sell as the end result. However, they never begin with their product. The discussions on these shows always begin with the listener’s needs in mind first.

 

WHY IS SELLING BAD?

Why is it bad to sell? Why must podcasting be only altruistic? If I have something that might help you solve your problems, why would it be wrong to recommend it to you while making a few dollars at the same time?

If you loved mowing grass, would it be right to expect you to mow my grass for free? You love to do it. Why should I pay you? If it is acceptable to charge you for mowing your yard, why isn’t acceptable to earn some money for helping you with your business?

As you prepare for your show, find great ways to help.

 

SELLING IS EASY, RIGHT?

I was listening to an interview with Founder and President of Piranha Marketing, Inc. Joe Polish. During that interview, Joe said great marketing makes selling easy and unnecessary.

Marketing is simply the process of providing your audience useful information.

Marketing is defined as the business activity that involves finding out what customers want, using that information to design products and services, and selling them effectively.

The process of marketing, by definition, is three steps. Find out what your customers want. Design products and services for that audience. Then, sell them effectively.

How do you find out what your customers want? You create a relationship with them. You offer information they can use. You test things. You give them the “what” for free. Eventually, you can sell them the “how: after you have designed the product around those wants.

Polish’s statement was bold. As he went on to explain himself, Polish made perfect sense. In fact, his comments were very similar to the marketing and branding information we’ve been discussing with regard to your podcast.

Polish said great marketing gets people properly positioned, so they are pre-interested, pre-motivated, pre-qualified, and predisposed to do business with you. Great marketing therefore makes selling easy and unnecessarily.

Consider any long form sales letter you’ve read or watched. Or, platform presentation you have seen where the speaker gives you great information for about 75 minutes and then pitches his product for the last 15. The majority of the information in that content is information you can use.

If you choose to not buy, you have still received information you can use. You have been helped. You have been served. You are also pre-interested and pre-motivated for the product.

Toward the end of the content, the pre-qualification takes place. If you are a podcaster who does interviews, and you seek to get better, create unique conversations and be seen as a pro, then my Powerful Podcast Interviews course could be exactly what you need.

This is a pre-qualification. “If … then”.

My audience is saying to themselves, “Yeah, I want to have interviews that are different from all the other people in my niche. I want to be seen as a podcaster who belongs with the big guys. I want guests to tell me this is the best interview they’ve done. Tell me more.”

If you have used your free content to truly engage your listener and create that strong relationship we’ve been discussing, the selling should take care of itself. Making money with your podcast should take care of itself.

Selling becomes difficult when you are trying to get your listener interested without the relationship. Selling before your listener is motivated is a challenge. Trying to sell to a listener that isn’t qualified is hard work. If your listener isn’t predisposed to taking action, you will need to sell hard.

When you have taken the time to build the relationship, your listener will be pre-interested, pre-motivated, pre-qualified, and predisposed to do business with you. They will be ready to buy. Selling, in terms of convincing your listener to buy, will be unnecessary. Your marketing and engaging relationship will have them ready for your call-to-action.

The key to making money with your podcast is serving first and serving well.

 

Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.

You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Podcast

How You Can Make Money With A Podcast That Is Free – Episode 167

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How You Can Make Money With A Podcast That Is Free – Episode 167

8 business models to make money with a podcast
Copyright: nexusplexus / 123RF Stock Photo

One of the most popular and controversial questions in our industry is, “How do I make money with a podcast?”

The question is popular, because many podcasters hope to monetize their content. That desire ranges from simply covering the costs associated with producing the show to making more than an average annual salary each month.

Earning money with an online business is a desire of many budding entrepreneurs. Podcasting is a great way to begin sharing your message.

The controversy arises between those who want to make money and those who see it as a hobby where profit is unnecessary. The fans of the hobbiest approach often wonder why people think it is so important to make money with your show.

Making money isn’t necessary. It also isn’t evil.

Both sides of the debate can be correct. It is all about your point of view.

 

THE POWER OF “FREE”

Today, we are taking the monetization route.

Much of the information I want to share with you on this episode is derived from a great book called “Free: The Future of a Radical Price” by Chris Anderson.

 

If you would like to purchase the book, I would truly appreciate it if you would find it through this affiliate link. It is a great read.

 

 

You have worked hard to develop some great content. The show is beginning to attract an audience. How can we turn this great podcast into a business?

First, let’s make one thing clear. As you develop your podcast, understand that it is difficult to have the show itself be your sole source of revenue. Sponsorships and donations can only take you so far. Your inventory and sources will be limited.

Making your podcast your lone revenue source is possible. However, it is limited to the biggest of the big podcasts. Most podcasters needs another revenue stream.

How do we create other streams of income using our podcast?

 

STREAMS OF INCOME

 

We need to be creative. Once we start creating some unique ideas, you will see many others begin to open for you.

In this episode, we are going to devise various opportunities to generate revenue using your free podcast. Each of these ideas uses a different approach. You can tailor each approach to your niche and passion.

The foundation of the book “Free: The Future of a Radical Price” centers on using a free product or service to create demand for a paid product or service. The concept is similar to the lead magnets you see quite often in online business.

You are producing a podcast that is free for your listeners. How can we use that free product to create demand for a paid product or service?

We are not going to cover all of the ideas in Anderson’s book. There are 50 different business models. We will only review part of one section. You can find all of the ideas in the book using the link.

 

 

Section one is called “Free 1: Direct Cross-Subsidies – Any product that entices you to pay for something else.”

This secion will give us a few business models to discuss. These should give you a few ideas to get your creative juices flowing.

 

BUSINESS MODELS

 

1. Give away services, sell products

Book example: Apple Store Genius Bar tech support

Podcast example: Your podcast explains how to set up and use products and then sells those products online

Podcast example: Your podcast provides content and information, sell books, CDs and DVDs about that information

 

2. Give away products, sell services

Book example: Free gifts when you open a bank account

Podcast example: Giveaway e-books, sell individual coaching

Podcast example: Giveaway podcast info, sell webinars and seminars

 

3. Give away software, sell hardware

Book example: IBM and HP Linux offerings.

Podcast example: Podcast explains how to use the software and provides free downloads, sell hardware to use that software

Podcast example: Podcast explains how to plant a garden/get a better shave/paint, sell the supplies

 

4. Free with purchase

Book example: The loss leaders you see at many retails stores.

Podcast example: Free podcast, bonus audio subscription with purchase

Podcast example: Partial inteview in podcast, collection of interviews free with purchase of book/course

 

5. Buy one, get one free

Book example: The supermarket specials

Podcast example: Free podcast on a related subject with purchase of subscription to site

Podcast example: Two tickets/courses/memberships for the price of one (it’s all info)

 

6. Free gift inside

Book example: Cereal boxes

Podcast example: Podcast directs listeners to free download each episode, which puts listener on a mailing list that can be monetized over time

Podcast example: Podcast listeners use code to access bonus information inside of a membership site

 

7. Free samples

Book example: Everything from gift boxes for new mothers to supermarket samples

Podcast example: Podcast is a portion of a larger recording for sale

Podcast example: Giveaway a free chapter of the book with code word/url included in the podcast

 

8. Free trials

Book example: Magazine subscriptions

Podcast example: Podcast is a smaller portion of a membership or course

Podcast example: Podcast highlights the “what” and directs listeners to the “how” on the website or inside of a product

 

Those are 8 of the ideas in this first section. You can actually get 16 ideas in the direct cross-subsidies section alone. There are 50 business models built on free in the appendix of the book. It is well worth the time.

 

Free 2: Three-party markets – A third party pays to participate in a market created by a free exchange between the first two parties

Free 3: Freemium – Anything that is matched with a Premium Paid Version

Free 4: Non-monetary markets – like Wikipedia and Freecycle.

 

Find my affiliate link to the book here:

 

 

I would love to know how you are using the power of free to drive your business. E-mail me any time at Coach@PodcastTalentCoach.com.

You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com.

 

Let’s turn your information into engaging entertainment.

Other items mentioned in this episode:

Podcast Talent Coach Coaching

Podcast Talent Coach Survey

Podcast

Are You Moving Your Podcast Forward In 2017 – Episode 159

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Are You Moving Your Podcast Forward In 2017 (Goals) – Episode 159

Achieving your goals in 2017.
Copyright: nexusplexus / 123RF Stock Photo

Where is your podcast going this year? We are one-third through the year. Are you moving forward in 2017? Have you reviewed your goals lately? Have you even set goals for this year?

We often set goals at the beginning of the year. Studies show that most goals and resolutions go by the wayside by mid-February. How are you doing with your goals?

We need to take time to review our goals often. You do not need to wait for the beginning of the year to set those goals.

WHAT IS A GOAL?

A goal is a dream with a deadline. What are your dreams for this year? If you don’t have a map and destination, you’ll only wander. You’ll never get anywhere. Let’s be specific and set some deadlines.

I am a member of Digital Marketer with Ryan Deiss. Though I am not an affiliate, he has some great products and plans. One of them I use regularly is his “60-Second Blog Plan”. This plan helps me lay out a clear path and plan for my content for the year.

Find it here:

What is the one big thing you want to accomplish over the next year? Let’s develop little steps to get there. Break the big goal into bite-sized pieces.

GOALS MUST BE SPECIFIC

If you create a weekly show, you have 52 shows over the next 12 months. It may sound like a lot. However, you need to be intentional to reach your goals.

What is your call to action within your podcast? How can we make that call-to-action more effective? Where are you sending your listener each episode to get more info? Be specific and write it down.

Are you monetizing your podcast? There are many possibilities, such as books, speaking engagements, seminars, affiliates, products and more. If you have yet to monetize your podcast, schedule your time to create something powerful. Be sure to include deadlines.

Do you interview guests on your show? Create a list of guests you’d like to get on the show. Be brave and reach out to those people. Let’s get them on the show. Give yourself a goal with a deadline.

GOALS NEED PLANS

Are you effectively planning each show before you begin? Sometimes it is difficult to get motivated to record your show on a regular basis. Plan ahead.

Download the Podcast Talent Coach Show Planning Worksheet:

When you lack motivation, revert to plan you’ve already created.

Are you reviewing your show on a regular basis? To get better, you need to look at game tape. All great sports teams review tape of previous games. You should do the same.

Get the Podcast Talent Coach Show Review Worksheet:

GOALS NEED ACCOUNTABILITY

Finding someone that can help you honestly review your show will help as well.

The next year can be huge for you if you plan. Set deadlines to turn your dreams into goals. Be sure to find balance in all areas of your life.

Take some chances. Go for the big interview or launch a product. Dream big. You might just reach your dreams.

Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.

You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Podcast

9 Uncommon Books That Shaped My Podcast – Episode 120

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9 Uncommon Books That Shaped My Podcast – Episode 120

9 UNCOMMON BOOKS

We are all looking for great books and inspiration. In the online business space, the same books are often recommended and discussed. Godin. Ries & Trout. Think & Grow Rich. Those are the must-reads to be in the game.

Lesser known books can often offer powerful information and inspiration. They can also help you stand out from the crowd.

When I started in radio 25 years ago, I would read all I could about radio and business. I read the big books of the industry to keep up with the crowd. Those books were the center of many discussions at industry gatherings.

After I began programming my first radio station in Lincoln, Nebraska in 1995, I quickly realized keeping up with the crowd wasn’t going to put me ahead of the crowd.

To win, we need to think differently. To get ahead, we need to be willing to do what others will not. Find motivation and inspiration where others haven’t looked.

As you are trying to create a podcast that is unique and entertaining, one that will stand out and attract a following, take a chance on a few new ideas. Find a few nuggets that keep your heart pumping. Be a champion for a different way of thinking.

Here are few books that have inspired me. These books are not the typical fare you hear mentioned in every keynote speech. You won’t find these titles at the center of cocktail party discussions … unless you make it so.

However, these books have useful information you can put to work in your podcast and online business today. You can use these ideas to spark your creativity.

Find one book that looks exciting and inspiring to you. Give it a read. Maybe you’ll find your own wonderful spark of an idea.

THE POWER OF CULT BRANDING – HOW 9 MAGNETIC BRANDS TURNED CUSTOMERS INTO LOYAL FOLLOWERS (AND YOURS CAN, TOO!) – BJ Bueno and Matthew Ragas

This book covers the 7 rules of cult branding. As examples, the book explores the success of brands like Star Trek, Oprah Winfrey, Apple, Jimmy Buffett and Linux.

I love this book, because it explains the characteristics of brands that truly stand out from the crowd. These brands have created cult-like followings. The book gets me excited about what is possible.

PLATFORM – GET NOTICED IN A NOISY WORLD – Michael Hyatt

Michael Hyatt has a successful blog, podcast and membership site. In this book, he explores how to create a leverage your platform.

If you are in online business, this is a great read. I find another takeaway each time I read the book. This work is like a “how to” guide.

BEYOND POWERFUL RADIO – Valerie Gellar

Valerie dives into the characteristics of successful radio. These principles can also be applied to podcasting. From Valerie, I learned to never be boring. She says, “There is no such thing as too long, only too boring.”

THE MILLIONAIRE MESSENGER – MAKE A DIFFERENCE AND A FORTUNE SHARING YOUR ADVICE – Brendon Burchard

This book provides the steps to take to create your business. The process begins with selecting your area of expertise and ends with finding promotional partners and repeating the process.

It is an easy read. The book is the foundation of Brendon’s teachings. His work has really shaped my online approach.

MILLION DOLLAR COACHING – BUILD A WORLD-CLASS PRACTICE BY HELPIING OTHERS SUCCEED – Alan Weiss

If you coach, this book will help you build your process of finding clients.

This book was first recommended by Dan Miller of 48Days.com. Alan provides a great process to finding clients, converting leads and turning your coaching into a real business.

CIGARS, WHISKEY & WINNING – LEADERSHIP LESSONS FROM GENERAL ULYSSES S. GRANT – Al Kaltman

This book is full of great tips on management, overcoming obstacles, focus and competition. The lessons come from the actual events in the life of Ulysses S. Grant. It is an incredibly inspirational read.

THE KNACK – HOW STREET-SMART ENTREPRENEURS LEARN TO HANDLE WHATEVER COMES UP – Norm Brodsky and Bo Burlingham

This book discusses why start-ups fail, how to make sales and how to keep customers. Norm created a few businesses in New York City. He was also a contributor to INC. magazine. The lessons in the book come from his real-world experience and not simply theory.

THE E-MYTH REVISITED – WHY MOST SMALL BUSINESSES DON’T WORK AND WHAT TO DO ABOUT IT – Michael E. Gerber

This is probably the most popular book on this list. For the small business owner, this is a must-read. Learn to work on your business and not simply in your business. The lesson is fundamental for small business success.

CASH IN A FLASH – REAL MONEY IN NO TIME – Mark Victor Hansen and Robert G. Allen

This book shows you how to think differently to create quick cash, and then turn that cash into more cash. The lessons require action and courage. The book is creative in its storytelling.

 

I hope these books give you a bit of inspiration as you continue to grow your business. There should be at least one piece to spark some creativity for you.

Let me know what one you use. E-mail me at Coach@PodcastTalentCoach.com.

You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Podcast

Case Study: How To Set Your Price – Episode 119

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Case Study: How To Set Your Price – Episode 119

 

Set Your Price

If you are like me, and many others in the online space, you struggle with pricing. You don’t want it to be too low and leave money on the table. On the other hand, you don’t want it to be too high and not make any sales.

So, where do you set the price?

Pricing is tricky. There is a lot of art to setting your price. Most is trial and error.

There really is no “correct” price. Price is determined by supply and demand. The price of anything is that point where a seller is willing and able to sell AND a buyer is willing and able to buy. It is a continuum.

If a seller is not making much money on a sale, she will focus on another area of business that is creating more profit. If she is a public speaker on self defense and earns $2,500 per speaking opportunity on the weekends, she is creating decent income.

If she then creates an online course teaching other women self-defense and creates sales of $3,000 per week with an hour of work online marketing the course, she may opt to do less speaking and more work online.

Her speaking gigs require her to find clients, travel to the location, give the presentation for an hour or two (depending on dinner and other presentations), possibly spend the night, travel home and miss time with her family. That is a lot to give up in order to make $2,500 when an hour a night on her schedule could earn $500 more.

People may be willing and able to buy her speaking at$2,500. However, she may not be willing to sell it for that. She may do a few speeches. It may just be less frequent. If her price increases to $5,000, the decision may be different.

HOW DO YOU DECIDE?

When I began coaching podcasters, I came to that very problem. I was in that place so many entrepreneurs find themselves. A price needed to be set for my services.

What would podcasters be willing and able to pay that I would be willing to accept?

In this episode, I take you step-by-step through the process I took to set the pricing for my podcast coaching.

So, how do you set your price.

OVERVIEW

First, ask your customers what they will buy. This could be a survey of your list. You could simply study the market and determine what they are already buying. Find a few people that could use your help and ask five or ten of them.

Next, determine what problem you are solving for your audience. People buy benefits and solutions. People don’t buy mops. They buy clean floors. Solve a problem they know they have.

Then, price on value. Know what value you have to offer. Your experience, knowledge and ability all play into your value. This will determine why it should be you rather than anyone else.

You can now set a price by looking at the market and seeing what they charge. Buy a few similar products to see what is included if necessary. You want your price to be competitive, but not necessarily the cheapest.

Your price does not need to be less than everyone else. It should probably be more expensive than others in order to stand out. Make it a great value for the price to justify being at the top end.

If you tell your audience what to do, you can charge a low price. If you teach them how to do, you are able to set a mid-level price. When you do it for the, you can be at the high end.

To be at the top of the range, go all out and solve all of their problems. Be a full-service machine. Prove the value and then add a bit more.

Most importantly, have a sales process. Know how you will attract people to your process. Define how you will demonstrate your value and benefits. Give your audience a ton of value, then the opportunity to buy.

I am not guaranteeing you will make money. I am not promising you that you will get rich, or even make a dime for that matter. I do not know you or your abilities.

I am saying this process worked for me. You may find a few helpful tips here that could help you in some way.

If you show your visitors the value of your product or service while giving them more than they expected, there is a good chance they will buy.

As in my example, there are times when the price doesn’t make sense. This is when you need to review your process.

Is the issue the price tag as it was with my program at the beginning?

Does the roadblock appear due to the structure of the product or service as it did with my 12-week program rather than weekly calls?

Are your clients looking for a product or service tailored to their needs, like my calls ever other week?

Rather than launching your product to thousands of people at one time, launch to a few. See if they are interested at that price and value. Gather some feedback. Make adjustments. Launch again to a few more people.

As you adjust your sales process, you will find a spot where clients are willing and able to buy your product at a price you are willing and able to sell. If you are not selling enough, add more value or lower the price. If you are selling too much, raise the price.

Tinker until it feels right. There is no correct price. There is only a price with which you are comfortable and that pleases your audience.

See the info page for my coaching services HERE:

PODCAST TALENT COACH COACHING

Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.

You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Podcast

How Radio And Podcasting Are The Same – Episode 118

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How Radio And Podcasting Are The Same – Episode 118

The podcast “elite” will sometimes say, “This isn’t radio, this is podcasting. It’s different here.”

Well, I have news for you. Podcasting and radio are more alike than some will admit. You could benefit a bit by recognizing the similarities and borrowing the best practices.

There are many ways that radio and podcasting are the same.

The Same …

1. Same Tools

Both create with audio equipment.

This one is pretty obvious. Both are creating shows using a mic and other audio equipment.

The different ways the equipment is used makes it art. One sculptor may work with wood when another works with rock. Both are still sculptors and artists.

2. Same Approach

Both sit in a room alone trying to entertain people they cannot see.

It sounds crazy when you say it out loud. Both podcasters and broadcasters sit alone in a room talking with people they can neither see nor hear. Both try to predict the reaction of the listener while creating the entertainment.

3. Same Conversation

Both have real conversations with the listener.

Being authentic is critical to success of both podcasters and listeners. Both try to build knowledge and trust with the audience in order to develop a relationship.

4. Same Visions

Both create images in the mind of the listener.

When you tell great stories, your listener gets to know you. This is part of the “know, like and trust” philosophy of doing business.

Stories with vivid details allow the listener to develop images in the theater of the mind. These stories allow her to enjoy the story in her own way.

5. Same Experience

Both are individual activities.

When two people watch the same video, little is left to the imagination. When the same two people hear audio, each will develop individual images in their mind.

No two images will be identical. Listening is an individual activity.

6. Same Connection

Both try to make a one-on-one connection and create a following.

The podcaster and broadcaster are both trying to create a tribe for their content. If you are not trying to grow your audience, you will eventually be talking to yourself.

7. Same Episodes

Both produce episodic content that keeps listeners returning.

This is especially true in talk radio. Content is regularly produced by both podcasters and broadcasters. Those episodes of content build upon each other to create an ongoing show.

8. Same Goal

Both hope to capitalize on the attention using a strong call-to-action.

Content is created by both in order to attract an audience. Once the audience is built, both try to activate that audience with a call-to-action.

The goal may be monetization, support or simply returning for the next episode. Either way, both hope to move a group of people.

9. Both Can Interact

Both are able to interact in real time.

This wasn’t true a few years ago. However, now that technology has come such a long way, both podcasters and broadcasters can interact with the audience in real time.

Podcasters chat with their listeners in real time using phone systems, Google hangout, chat rooms, and other methods. No longer is this feature limited to broadcasters.

… And Sometimes Different

There are a few features of podcasting that differs from broadcasting.

1. Podcasters Time Shift

Podcasting can be time shifted. This can be a benefit over broadcasting.

Podcast listeners can enjoy the show anytime they would like. They do not need to be next to the radio at a given time in order to hear their favorite show.

This is a feature and not necessarily something that makes podcasting inherently different from broadcasting. When we are talking about the art and goal of the audio, this is just a different way of delivering.

2. Podcasters Benefit From The Beginning

Podcast listeners start at the beginning. Mark Ramsey did a great session on this at New Media Expo 2015.

Some broadcast listeners join the show at the beginning and some join in the middle of the show. Podcast listeners all start at the beginning of the episode.

Rarely will a podcast listener download a show, scroll through to the 17:00 mark and begin listening there unless there is a specific direction to do so.

3. Podcasters Can Niche Down

Podcasting can afford to be more niche. By nature of the medium, broadcasting must be mass appeal. This is definitely a benefit for podcasting.

4. Podcasting Is Inclusive

Almost anyone can create a podcast. Podcasting requires a minimal investment. This makes it easy for most to get involved. There is no limit to the number of podcasts that can be created.

Getting on the radio requires getting through the gate keeper. Your other option is to buy your own station. Both are quite difficult.

Again, advantage podcasting.

The nine similarities between the two formats are largely foundational. The essence of the art is the same. The goal, methodology and tactics are identical between the podcasting and radio.

Podcasting enjoys a few benefits over broadcasting. The few differences are hardly enough to proclaim podcasting much different than radio.

I’d love to know what you think. E-mail me anytime at Coach@PodcastTalentCoach.com.

You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Podcast

Podcast Resources – Episode 117

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Podcast Resources – Episode 117

Podcast Resources

(These tools can be found on the resource page at PodcastTalentCoach.com. Most links on that page are affiliate links. I receive a variable commission for all purchases made using those links. If you would like to support the show, please take advantage of some of these resources.)

I have recently received questions from listeners looking to launch a podcast in 2016. I thought this would be a good time to review the tools I use to in my business. This includes the tools I use to create my podcast, website and newsletter. We will also review the resources I use to learn, grow and develop.

This episode is an encore presentation of an earlier episode you may have missed. If you did catch it last time, let this serve as inspiration and a little refresher.

I have been using most of these resources for at least 24 months. Some have been used longer. A couple tools are more recent. For the most part, I have been a long-time user and have been quite happy with each of them. That is why I feel confident recommending them to you. You can find affiliate links to most of these online at PodcastTalentCoach.com.

COACHING RESOURCE

This list doesn’t include much technical information, such as mixers, processors and software. I leave that to Dave Jackson at the School of Podcasting. He is the tech expert that helps me. If you are looking for help setting up the studio, Dave is your guy. He leads off my resources.

TECHNICAL TOOLS

A few technical tools from my studio include my mic, my mac and a few web tools.

My studio mic is an ElectroVoice RE20. This runs about $450. It is a high quality mic. This mic is probably much more than a beginning podcaster needs. However, if you are serious about podcasting, this is a great mic.

My backup mic is a Audio-Technica ATR-2100. It is a quality USB mic for the money. This costs around $60.

For editing, I use Adobe Audition in the studio. I will occasionally use Garage Band for quick projects or when I’m traveling.

I use a Mac Book Pro 13” for the flexibility. I cost me $1,200.

My mp3s are tagged with ID3 Editor from PA Software. The price tag was $15.

I host my audio with Libsyn. It runs $20/month.

My URLs were purchased through GoDaddy. The price really depends on the URL. You can usually find a deal. After the initial deal, I pay about $45/year.

I have a website on Homestead and one on Host Gator with WordPress. Homestead is a stand alone site builder. Host Gator just hosts my WordPress site. Homestead is $20/month. HostGator is $135/year, just over $11/month. WordPress is free.

On my website, I use Paypal for my transactions. Most of my providers accept it. Plus, they have a card option for my customers.

I use Aweber for my newsletter. It is $196/year. Just over $16/month. I looked at Mail Chimp. Both are very similar services if you have a list under 5,000.

Canva.com is a decent resource for creating graphics. They have a decent photo library as well. Most photos are about $1/photo.

I self-published my workbook through Create Space, an Amazon company. You simply upload a .pdf. It is fairly simple to use. Not very expensive. They also sell the workbook through Amazon and converted it to Kindle.

I am in the process of creating a membership portal through WishList Member. $297. They have solid training videos. I am not yet complete with this one.

LEARNING TOOLS

Dan Miller and 48Days.com is where it all started. He has great tools to help you find your passion and the work you love.

Internet Business Mastery is a great podcast and course that have helped me refine my business focus. Jeremy & Jason have been there and done it.

Michael Hyatt has a great membership site with Platform University. It is based on his book Platform, which is a must read as you develop your podcast. There is great learning inside the community. He only opens membership a couple times a year for enrollment. I got in early on this one and haven’t looked back since.

Audible.com has turned my car into a mobile classroom. I am usually listening to a couple books a month on top of the podcasts. You can get a free book when you use my affiliate link on the resources page.

Most of all, I cannot say enough about Dave Jackson and the School of Podcasting. If you want to learn the technical nuts and bolts, check out his course, membership and training tools.

You can find affiliate links to most of these online at PodcastTalentCoach.com. I would appreciate the support if you choose to use any of these links and great products.

I would love to help you with your podcast. E-mail me any time at Coach@PodcastTalentCoach.com.

You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Podcast

How To Define Your Avatar Or Target Listener – Episode 102

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How To Define Your Avatar Or Target Listener – Episode 102

AVATAR

As we develop our business around our podcast, we strive to build trust. In order to build trust, we must develop relationships with our listeners. Friendships are created when you truly know everything about a person. This is the reason it is crucial that you define your single target listener.

Many podcasters refer to their target listener as their avatar. This person is the single individual around which you create all of your content.

To develop your business, you need to define your niche. Your focus on your niche helps grow your community. The ideal customers within that niche gives the focus the power.

TRUST

We have heard it said many times before. People do business with those they know, like and trust. This trust is what our friendship with our ideal listener is developing.

To build trust with our podcast, we need to have a conversation with one person. In order to do that, we need to define that ideal listener. Our target listener.

I have created a Listener Development Worksheet. This template will walk you through the development of your target listener step-by-step.

Use this worksheet to create your ideal listener. The more you know about your listener, the better you will be able to communicate. Keep this person in mind while recording each show.

YOUR AVATAR

In this episode, we walk through the worksheet. By the end of the show, you should have your ideal listener well defined along with a visual image in your mind.

Download the Listener Development Worksheet along with six others at www.PodcastTalentCoach.com.

A few characteristics of your ideal listener we will define today include age, gender, income, interests and fears. These are only a few of the 17 characteristics we will examine.

Be sure you have downloaded the worksheet. It will be a tremendous help with this episode.

Your ideal listener will evolve over time. The more you learn about your target listener, the more you will fine tune your definition.

RESEARCH

You can learn more about your audience by using a survey like Survey Monkey. Be careful that you ask questions that your audience will be comfortable answering. Specific income might be too personal. A range might be better.

Let me know how it turns out. I would love to help you any way I can.

You can find these worksheets in the free Worksheet series online at www.PodcastTalentCoach.com.

I would love to help you with your podcast. E-mail me any time at Coach@PodcastTalentCoach.com.

You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Podcast

Create Results Without A Big Mailing List – Episode 081

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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%.

EMOTIONAL CONNECTION

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 ASSETS

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 Coach@PodcastTalentCoach.com.

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

Let’s turn your information into engaging entertainment.

Podcast

The Important Trust Ingredient – Episode 072

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THE IMPORTANT TRUST INGREDIENT – Episode 072

trust ingredient

You and I have often discussed the ingredients necessary to create powerful business relationships. People do business with those they know, like and trust.

How do we create that important trust ingredient?

In order to develop trust, we need to build consistent structure with our podcasts.

Structure is necessary to build consistency and trust with your fans. The audience expects specific elements each time they listen to your show. They expect your style to be consistent. Your audience expects the host to be the same for each show. You must deliver to that expectation to build trust with your fans. This trust is where podcast monetization begins.

TRUST DESTROYED

In a matter of one meal, lack of consistency destroyed my trust in one of my favorite restaurants.

My family and I went out to a steakhouse for a family meal. This was a restaurant that we visited frequently. In middle America, steak is a frequent meal.

At this particular restaurant, my favorite steak is their filet. It is thick and juicy. Usually medium-well done. Just a little pink in the middle. Oh, so good.

If I don’t order it medium-well, it is usually too red in the middle. I can’t handle steak that does not look like it has been cooked all the way. A little pink and I’m good.

A nice baked potato usually accompanies the steak. I’m in Heaven. Perfect meal.

On this particular night, I ordered it the way I typically order it. Nice and consistent.

That is not the way I received it.

Instead, the waitress delivers me a something that resembles a flat iron steak. Not even an inch thick. It looked more like a strip than a filet.

If you are not a steak eater, this would look more like a flat chicken breast. A filet is more akin to a square tennis ball. The two are nothing similar.

In fact, I don’t even think this particular restaurant has a strip steak on the menu.

If I were to order a strip, I would order it medium. Anything more than that gets delivered like a piece of shoe leather. Which is exactly what this was. The steak was tough and nothing like I ordered or expected.

The consistency wasn’t there. The restaurant destroyed any trust I had in them to deliver a meal like I ordered. My favorite meal was gone.

That was the last time we had dinner at that restaurant. It was probably a year ago. The trust was gone.

I LIKE IT LIKE I LIKE IT

Think of McDonald’s. When you order a Big Mac at McDonald’s, you expect it to taste exactly like the last Big Mac you purchased and ate. This is true whether you purchased your last Big Mac at the same restaurant, across town, in another state or around the world. You expect it to be consistent.

If the Big Mac you purchased today suddenly has mustard and sauerkraut on it, you would be a little hesitant to purchase another next time. You know what you want and want what you know. You want consistency.

Now, translate that consistency to your favorite television show. It may be a regular, primetime show, the evening news or a variety show. It really doesn’t matter.

All shows follow the same pattern. Your favorite show opens with some sort of theme. It’s the same opening for every show.

The show open probably introduces the main characters, actors or hosts. The open lets you know what to expect over the course of the show. If it is a sitcom, you might see a couple outtakes from previous episodes that define the character. If it is the news, you may see a tease for the stories coming up. If it is a variety show, they will probably tell you about the big events on this particular episode.

The show will then roll through the content.

Eventually, the show concludes in a consistent manner each time. The news will usually end with some sort of lighthearted kicker story. Variety shows may have a musical guest at the end. Dramas end happily ever after.

Every successful show follows a pattern. It is a consistent pattern. You want to know what you’re getting each and every time.

The consistency gained from the show structure helps the audience feel at ease and comfortable with the program. If your listener is new, she is brought up to speed quickly when you tell her what to expect.

If the listener is a returning participant, your introduction causes him to say to himself, “Oh, yeah. Exactly how I remember it. This is the right show.”

If you are watching the news and suddenly there are two new anchors along with different people doing the weather and sports, you will wonder if you’ve somehow stumbled upon the wrong channel. It will feel uncomfortable. It isn’t what you expected.

Consistency helps your audience feel at home. Work to achieve it every time.

You can build that consistency by creating a structure for your show that will allow you to fill the time with great content.

FIVE Ws

Just like a great news story, you can create a solid structure by defining by the Five Ws. Develop the structure of your show by determining Who, What, When, Where and Why. This structure will be the same for every show. The content of the show will vary within the structure and keep the show fresh.

Who will the audience hear on the show? Many podcasts are hosted by one or two individuals. These people are the only voices the audience hears. One person as the host is the easiest version. If you are the only person featured on your podcast, you can create the show whenever you’d like. The downside is the fact that you will need to fill the entire show with content while talking to yourself.

On the other hand, two hosts pose other problems. With two hosts, there is often no a leader of the show. The direction of the podcast is left to chance. If both are not in the same room, they will often talk over each other without the help of non-verbal cues. It requires much more work and planning to make a show with two hosts sound smooth.

There are many other versions of “who”. The host can interview a guest on each show. Callers can be part of your show with the appropriate equipment. The audience could interact with the show via e-mail. Any version of the “who” works.

Multiple styles can be combined as well, like a late night talk show. You simply need to select the style that makes you most comfortable and be consistent with it.

As you are deciding your “who”, determine what role each voice will fill. If there are two personalities with the same opinion, one of them isn’t necessary. You’ll just waste the listener’s time trying to get each personality mic time while communicating the same message. It would be very similar to debating yourself. There must be contrasting points of view between the personalities to justify the existence of each on the show.

What will be on your show? This includes topics, interviews, callers, e-mail, audio clips, highlights, sound bites, articles and other material you might include in your content. Your “what” might be answering e-mail from listeners with questions on your topic. Your “what” might be your comments and thoughts on various articles you’ve discovered on your topic. You could interview experts in your field.

As I mentioned in earlier podcast episodes, using the voice of the person asking the question is much more powerful than you reading an e-mail. That second voice adds depth to the conversation, adds validity to the question and creates a sense of eavesdropping on the conversation by the listener.

If at all possible, use audio to make your point. As you determine what will be on your show, find the “what” that excites you.

Do not get into a rut. Be creative. Find new ways to say the same thing.

When will you record and post your show? Find the time of day when you have the most energy to record your show. If you are a morning person, and you love getting up at the crack of dawn full of energy, record your show in the morning. If you enjoy staying up late long after everyone else has gone to bed, and the creative juices are just beginning to flow, choose to record at night. There is a time of day when your energy is highest.

You need to find the right time, because your energy level will be noticeable coming through the speakers. If you are tired, your audience will know. If you are smiling, your audience will be able to hear it. Find your sweet spot, and record at that time.

You do not necessarily need to post your show at the same time that you record it. You could record four shows on the same day and post them periodically over time.

If your content is time sensitive, you might need to post your show the same day you record it. For instance, if you’re discussing the day’s news or sports scores from last night, it might be stale if you wait a week to post it.

You simply need to be consistent with your posts. If you decide to post your show every Tuesday at 3p, your listeners will expect your show to be there on Tuesday at 3p. You can’t post it at 5p. The listener will not come back hoping it is there two hours late. That would be similar to the 6 o’clock news starting at 7:30. That’s not when you expect it and you wouldn’t tune it at 7:30 hoping the news is there.

Deliver on your promise. Post consistently.

You also need to decide how often you will create a show. It could be daily, weekly or monthly. It should definitely be regular and consistent to build an audience. Your fans need to trust that the show will be there when you say it will be there. Select a schedule that you can handle on a consistent basis.

Do not attempt a daily show if you cannot stick to that schedule. It is much better to post weekly and deliver too much than it is to attempt daily shows and miss a few. Humans are creatures of habit. If you can get them listening to your show as a habit every Wednesday at noon during their lunch break, use it to your advantage by posting consistently.

Where will you create your show? This is an important detail. Each episode of your show could come from your “studio”. You could also record your show on location if you are incorporating guests.

The technology available today will allow you to record almost anywhere. Find a place where you can focus on your show and control the surrounding ambient noise. You want the sound quality of your podcast to be as good as possible. However, don’t let that restrict your creativity.

Strive to make it good, but do not let perfect get in your way. Location is an important factor to the professional sound of your show. Content is as well. Balance the two.

Why are you creating a podcast? You need to find your passion. If you are creating a podcast for reasons other than your passions, you will find it difficult to keep up the consistency required to be successful.

Find the one thing that you love to discuss more than anything else. That should be the topic of your podcast. Chances are, you already know a ton about your passion topic. You will also find it easy and rewarding to discuss that topic. Money will typically follow you if you follow your passion.

Work to create that important trust ingredient by building consistent structure with your podcasts.

Create a structure for your podcast that will remain consistent for each show. The consistency will help build trust with your audience. Deliver to the expectations of your listener. That trust is the first step in monetizing your podcast.

I’d love to help you with your podcast. Post any questions or comments you might have, or e-mail me at Coach@PodcastTalentCoach.com.

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

Let’s turn your information into engaging entertainment.

Podcast

The Magic Of Know, Like And Trust – Episode 067

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The Magic of Know, Like And Trust – Episode 067

Know, Like And Trust

It never ceases to astonish me how our podcasts create friendships with people we have never met.

My family and I were at a hockey game a few weeks ago. A couple came up to us and started chatting about the game as if they knew us. We had a great conversation with them as if we had been good friends for years.

When the couple moved on, my wife was a little irritated with me when she asked why I didn’t introduce her. I told her I didn’t know who they were.

These people knew me from being on the radio. I am part of their lives on a daily basis. I share things with them everyday on my show. These people feel like they know me and we are good friends even though we have never met.

This happens all of the time. As podcasters and broadcasters, we have a strange friendship with our listeners. That friendship give us influence.

How can we develop those friendships with our podcast?

Here are five tips.

1. Reveal Things

Reveal things about yourself on your show as you would to your good friends.

2. Include Your Listeners

Make your listeners part of your show. Don’t distance yourself from your listeners with e-mail and text messages. It is much more compelling to hear the words of another individual in their own voice than it is to hear someone else tell the story (or ask the question).

The passion of the message, story or questions isn’t contained in the e-mail. Inflection and meaning are always different when read by another individual. A scripted e-mail lack spontaneity.

I believe this is why interviews are so powerful. You can talk about a book, or you can interview the author. Which is more compelling?

3. Make Your Listener Feel Something

Emotions are powerful.

4. Be A Companion

Make your listener feel comfortable, as if they are spending time with a friend. They will come back time and again. You are their companionship.

5. Help People

Helping others should be your first priority.

 

I’d love to help you with your podcast. Post any questions or comments you might have, or e-mail me at Coach@PodcastTalentCoach.com.

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

Let’s turn your information into engaging entertainment.

Podcast

Can You Make Money With Your Podcast? – Episode 064

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Can You Make Money With Your Podcast?

People love to buy. They hate to have people sell to them. Create interest and desire. Make your fans want to buy. The hard sell rarely makes your fan feel good about making the purchase. How do we use our content to develop the desire to buy rather than the method to sell?

I believe it is possible to make money “with” your podcast. To make money “from” your podcast is much tougher.

Are You Important In The Life Of Your Listener?

The most important marketer in a person’s life is someone they know, like and trust. We all know this.

I used Dave Jackson’s affiliate link to build www.ErikKJohnson.com. This was after I got to know, like and trust Dave and his information at the School of Podcasting.

As I started in Podcasting, I hit Google to find information. That is where I originally discovered Dave. Then, I began seeing him in blogs and hearing him referenced in other podcasts. I began listening to his podcast to get to know him.

One day, I got an e-mail from Dave. He wanted to chat with me about podcasting to see if we might be able to help each other. It was great. That is where my trust really started.

After a few months, I used his affiliate link to build out my website for my podcast. It all started with the relationship.

This is the primary reason word-of-mouth is so powerful. The recommendation that comes from word-of-mouth usually only comes from a friend. A friend is someone you know, like and trust.

If the recommendation comes from someone you don’t know, the message is no longer word-of-mouth. The suggestion is now called “marketing”, or “sales” or “a pitch”.

If you want the call-to-action within your podcast to be effective, you need to build that trusting relationship with your listener. From your stories will come self-revelation. This will allow your listener to get to know you. By being yourself and sincere, you will become likable. Finally, if you continually help your listener get what they want by putting their interests first, you will build trust.

On the Dave Ramsey Show, Dave helps people with every call he receives. Out of six or eight calls in an hour, he may mention his books, websites or seminars once. He will always mention his “baby steps” philosophy. However, he will rarely suggest people buy his products.

Dave reveals many personal things about his past and his family. The listener gets to know him. He is often blunt and honest. Dave’s tough love makes him likeable. The help he provides his callers builds trust. These steps make Dave’s manta become a true following. His listeners spread the word to the point where The Dave Ramsey Show has around 5 million listeners.

If you have built a true friendship with your listener, where they know, like and trust you, your call-to-action will be powerful. Spend time creating that relationship between your brand and your listener. Then and only then can you effectively use word-of-mouth.

Are you important in the life of your listener?

After you build the trust, you can then create a powerful call-to-action.

Is That You Calling?

To create a successful podcast, you need to create an effective call-to-action within your show. So, how do we measure success? If we are trying to get our audience to do something by using a call-to-action (listen again, buy our product, visit our website, support our cause), our call-to-action should be our determining factor of success. Measure what counts.

When you create your podcast, you should measure your success not by the number of listeners or downloads, but by conversions to whatever you want them to be or do.

Let’s say your goal is to get people to visit the store on your website. If you have 1,000 people listening to your show, but you only get 2 of them to act and actually visit the site, you really haven’t been successful.

However, if you only have 200 listeners, but 100 love everything you do and visit your site regularly, I would consider that a success. Having 1,000 listeners may sound better than 200. By closer evaluation, I would much rather have 100 fans than 2.

Don’t get fooled by measuring the incorrect statistic. Measure what counts. Measure your call to action.

Create an effective call-to-action, and measure it.

Selling Is Easy, Right?

I was listening to an interview CD that accompanies each issue of Success magazine. Publisher Darren Hardy was talking with Founder and President of Piranha Marketing, Inc. Joe Polish. During that interview, Mr. Polish proclaimed great marketing makes selling easy and unnecessary.

You may not be selling in the traditional sense of products or services in exchange for money. However, you are making a call-to-action within your podcast. It may be selling for money. It may also be inviting your listener to come again, asking him to visit your website, requesting that she join your mailing list, inspire him to get involved with a cause or any other action. It all involves selling yourself.

Polish’s statement was bold. As he went on to explain himself, Polish made perfect sense. In fact, his comments were very similar to the marketing and branding information we’ve been discussing with regard to your podcast.

In summary, Polish said great marketing gets people properly positioned, so they are pre-interested, pre-motivated, pre-qualified, and predisposed to do business with you (or act on your call-to-action). Great marketing therefore makes selling easy and unnecessarily.

If you have truly engaged your listener and created that strong relationship we’ve been discussing, the selling should take care of itself. Selling becomes difficult when you are trying to get your listener interested. Selling before your listener is motivated is a challenge. Trying to sell to a listener that isn’t qualified is hard work. If your listener isn’t predisposed to taking action, you will need to sell hard.

When you have taken the time to build the relationship, your listener will be pre-interested, pre-motivated, pre-qualified, and predisposed to do business with you. They will be ready to buy. Selling, in terms of convincing your listener to buy, will be unnecessary. Your marketing and engaging relationship will have them ready for your call-to-action.

This week, review your podcast. Let’s discover ways to make money with your podcast.

  • Are you building trust and properly positioning your listener to do business with you?
  • Have you developed something to sell (other than advertising within your show)?
  • Have you developed your strong call-to-action?

Let me know how I can help you with your podcast. E-mail your questions to Coach@PodcastTalentCoach.com.

You can also find other tools including worksheets, a workbook and videos to help you create great content at www.PodcastTalentCoach.com.

Let me teach you how to turn your information into engaging entertainment.

Podcast

When Did Marketing Become Taboo? – Episode 063

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When Did Marketing Become Taboo?

When Did Marketing Become Taboo

I was listening to Daniel J. Lewis on “The Audacity To Podcast” Sept. 15th episode “How To Deal With Negative Feedback Toward You”. When did commercials become bad?

Here is the comment/quote:

“I feel like I just listened to an hour long infomercial. Daniel, I recognize your need to cross-promote and I realize that your income comes from podcasting. I feel overloaded with commercial information and have quite a difficult time separating out the real content from the commercial content. It’s just too much. Sorting out the things I would consider using from the things I have tried in the past but didn’t work from the commercials just wasn’t worth the hour I wasted this afternoon listening to your podcast today.”

Daniel goes to great lengths to avoid being self-promotional. He mentions his products at the end or when it is contextually relevant. Hence the “I have a tough time separating out the real content from the commercial content”. If one blends into the other, it fits with the content. Daniel hardly creates his podcast to be one big commercial.

On the other hand, why are the product mentions so bad? How do you find out about great products? How did you find out about the last great movie you saw? How did you discover the last great book you read? Didn’t someone tell you about it? Regardless if that person was a friend or part of a marketing message, that communication helped you discover new things. That is what marketing is all about.

Sure, not every marketing message is going to be tailored to your needs. There will be some that might miss the mark. It could be the mass mailing you received from the pizza joint down the street because you have a family of 4. It could be the political flyer you received because of your party affiliation.

Is it that difficult to ignore the irrelevant? Throw it out.

So, how do we make our marketing message relevant? How do we make the message valuable instead of an interruption?

Are You Shouting?

You can’t shout your way into a person’s trust circle. They only way to gain trust is to add value. Give them something they can use. Building trust is the foundation of revenue generation for your podcast.

As you build trusting relationships with your podcast, continue to ask yourself, “How am I helping my listener?” Continue to give, and the trust will develop over time.

When you begin every discussion with your product, needs or wants, people will tune you out. You will begin to sound (and be treated) like advertisements for used cars. Shouting doesn’t work. Your listener won’t care and will rarely return.

Daniel does the opposite in “The Audacity To Podcast”. He usually starts by helping his listener. Then, if it fits, he will recommend a product or service to his audience.

Serve first, many times over. Then and only then can you effectively sell.

Shows like the “Dave Ramsey Show”, “48 Days To The Work You Love” and “The Audacity To Podcast” are all designed to help their listeners first. Sure, they all have products to sell as the end result. However, they never begin with their product. The discussions on these shows always begin with the listener’s needs in mind first.

Why is it bad to sell? Why must podcasting be only altruistic? If I have something that might help you solve your problems, why would it be wrong to recommend it to you while making a few dollars at the same time?

If you loved mowing grass, would it be right to expect you to mow my grass for free? You love to do it. Why should I pay you? If it is acceptable to charge you for mowing your yard, why isn’t acceptable to earn some money for helping you with your business?

As you prepare for your show, find great ways to help. Your help may come in the form of entertainment. You may serve as companionship for your podcast listener. Help them find other forms of companionship as well. If your podcast is only one hour per week, there are 167 more hours in the week that aren’t occupied by your show. Your listeners will surely need more companionship to fill a few of those hours. Help your audience fill those hours, too.

Are you building trust, or are you shouting? Develop the friendship by delivering companionship.

Are You Delivering What They Seek?

People listen to podcasts, the radio and other audio for companionship. They don’t want to drive alone. People have an inner desire to be around other people. Companionship is the reason people listen to your podcast, even if you are selling something. Your listener will always ask, “What’s in it for me?”

Make your listener feel comfortable, as if they are spending time with a friend. When people listen to guys like Adam Carolla, they feel like they know him. Women feel like they could actually hang out with Ellen DeGeneres when they watch her show. Leo Laporte comes across as your friend when you listen to his tech podcast. Each of these shows are about that comfortable connection.

When you make your listener feel comfortable, they will come back time and again. You are their companionship. Are you delivering what they seek?

This week, start with your listener in mind. Ask yourself, “What is in it for them?” I want you to feel confident about your content. You will not please everyone. Focus on your one target listener you have defined using the Target Listener Worksheet at www.PodcastTalentCoach.com.

If you upset a few people, they either get over it or they would never be your customer in the first place. At least you are doing something to make them care.

Let me know how I can help you with your podcast. E-mail your questions to Coach@PodcastTalentCoach.com.

You can also find other tools including worksheets, a workbook and videos to help you create great content at www.PodcastTalentCoach.com.

Let me teach you how to turn your information into engaging entertainment.

Podcast

Transform Your Podcast Into A Powerful Brand – Episode 061

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Transform Your Podcast Into A Powerful Brand – Episode 061

Podcast Into Powerful Brand

Two presentations I have attended really shaped my understanding and belief in the power of a brand. These two presentations have helped me create powerful radio and dominant brands. One was given by Seth Godin. The other came from B.J. Bueno.

A successful podcast is built on a strong relationship with the listener. It could be called a tribe as defined by Seth Godin in his book of the same name. The strong relationships with your listeners begin to develop your brand. You can then monetize your brand and associated relationships with an effective call-to-action. But it starts with the brand.

Powerful brands are more than just recognizable names. Powerful brands are full of emotion. A brand is a collection of perceptions, creating emotional connections, while consistently delivering on a promise. The more powerful the emotional connection, the more powerful the brand.

Take a moment to think of some very powerful brands and the associated emotions of the rabid fans of those brands. Nike. Volkswagen. Star Trek. Starbucks. Apple. Harley Davidson. Fans will go out of their way to interact with their favorite brand. These brands are unique, because they create powerful emotions within their fans that are not found in ordinary brands.

Ordinary brands lack emotion. Keds. Buick. Battlestar Galactica. Dunkin’ Donuts. Hewlett Packard. Honda. The powerful emotions are not present for most people in these brands.

These powerful brands are discussed in an amazing book entitled “The Power of Cult Branding” by Matthew W. Ragas and B. J. Bueno. The book describes the seven golden rules to cult branding. Emotion is the key to all seven. You can use these to transform your podcast into a powerful brand.

Social Groups

Great brands connect people who want to be different together. Examples include Star Trek and Harley Davidson.

Courage

Great brands show daring and determination, such as Oprah and Volkswagen.

Sell Lifestyle

Great brands sell lifestyle. These would include Apple and Jimmy Buffett.

Create Evangelists

Great brands create evangelists. I am sure you have encountered evangelists of Apple and WWE.

Contribution from Communities

Great brands accept contribution from communities. The communities around Linux, Star Trek, and WWE are influential in the development of the brand.

Inclusive

Great brands like Vans and Linux are inclusive and not some exclusive clique.

Personal Freedom

Great brands promote personal freedom. Apple and Linux let users be unique individuals.

All of these qualities are emotional. None are functional. It’s not the best, biggest, brightest, loudest, or #1 product. Cult brands are focused on emotion, not hype.

If you want to transform your podcast into a powerful brand that you can monetize with a strong call-to-action, stir emotion every time and be unique.
Let me know how I can help you with your podcast. E-mail your questions to Coach@PodcastTalentCoach.com.

You can also find other tools including worksheets, a workbook and videos to help you create great content at www.PodcastTalentCoach.com.

Let me teach you how to turn your information into engaging entertainment.

Podcast

The Secret To Know, Like And Trust – PTC Episode 057

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Secrets to Know, Like and Trust – PTC Episode 057
Four Essential Elements of Powerful Storytelling

Trust Me

WHY STORYTELLING

Have you noticed a lot of the business interview podcasts sound the same? We are hearing the same guests answer the same questions time and time again. How do you become unique in this sea of sameness?

Storytelling can transform your podcast. Your personal experiences and stories make you unique. No one has experienced the things you have experienced in the same way you have. If you want to stand out from every other podcast, share your personal stories during your show.

People do business with other people they know, like and trust. Your stories create that knowledge. That is where true friendships begin.

Stories help define your character and personality. If you want your listener to get to know you, share those personal connections. Connect, motivate and inspire your audience with your stories.

Don’t fit in, stand out.

Your personal experiences are the only way to make the content your own. Great songwriters do it. Great filmmakers do it. Share your stories and stand out.

ENGAGEMENT

In podcasting, you cannot afford to be boring. Interest in your story never remains constant. Your information can only become entertainment when interest is rising. A great story continues to develop the plot and raise the interest.

To create engagement, tell great stories. Keep the interest of your listener rising.

Date your listeners. You need to earn the privilege of talking to people who want to be talked to and selling things to people who want to be sold to. To earn that privilege, you need to build friendship.

Great friendships are developed through self revelation. When you share your personal thoughts and feelings with an individual through stories, you begin to create a bond with that person. It is life enrichment. Making our lives better through friendship is the reason we do not live is seclusion.

Over time, sharing stories will begin to build trust with your listener. Your stories share your values and beliefs.

Practice becoming a great storyteller.

GREAT STORYTELLERS

Practice being a great storyteller. Have the courage to listen to yourself. Hear and have courage to record your personal connections to the events happening around you.

When you use your podcast to create friendships, you are asking people to spend time with your every week. People share time with others that they like. They are asking themselves, “Would I enjoy taking a one-hour car ride with this person every week?”

People listen to audio while they drive, run and workout so they are not alone. They use the audio as companionship. Let your listener get to know you.

Your stories will also let others live vicariously through you. Your listener can enjoy your story of struggle and success without enduring the hard work and pain. Let them enjoy your stories.

ELEMENTS OF GREAT STORIES

There are four essential elements of great stories.

  • Engaging introduction
  • Reveal the details
  • Powerful Resolution
  • What else?

Engaging Introduction

Give them a reason to care. What do you want the audience to feel? Your stories make you human. Will it be humorous, compelling or tragic. My talent coach Bill McMahon would always ask, “What do you hope to make the audience laugh at, marvel at or better understand?”

Your listener can experience various emotions through your stories. You could elicit joy, sympathy, empathy, anger, tragedy, tenderness, humor, rage, patriotism or many others. Emotions make that personal connection to your story.

Pull your listener into the story. Your engaging introduction is a roadmap. It should be a solid headline that tells your listener exactly where your story will go. “Tell me if I’m gonna go to Hell for this…”

Reveal the details

Details are more believable than generalities. Your details will make your story come to life.

When you develop your details, use all 5 senses. Draw the picture in the mind’s eye of your listener. Make the story come to life. Put your listener right there in the moment. This is theater of the mind.

Your details reveal specifics about your thoughts, beliefs and character.

Resolution

Your resolution should be a powerful reframing of introduction. Your will know when you reach your conclusion when you have successfully achieved the emotional goal set at the beginning. What did you hope to make your audience laugh at, marvel at or better understand? When you’ve achieved that goal, get to the resolution.

What else?

Asking “What Else” will transform your show. Let your story lead to something bigger. Maybe you turn your story into a discussion on Facebook. Maybe your story leads into an interview. What else can you do with it? Create some great entertainment.

HOW YOU CAN BE A STORYTELLER

What do you want to make your listener feel?
What is the engaging set up?
How will it be revealed in the story with vivid details?
What is the resolution?
What else can you do with it?

I’d love to help you create great stories with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.

You can also find other tools including worksheets, a workbook and videos to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Podcast

Top 11 Takeaways From Podcast Movement – PTC Episode 056

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Top 11 Takeaways From Podcast Movement 2014

Podcast Movement 2014
Podcast Movement 2014

Podcast Movement 2014 was held in Dallas, Texas August 16th & 17th. For an inaugural event, PM14 was well run and full of great information. The guys did an amazing job putting it together.

Earlier this year, Dan Franks reached out to me and asked if I would present a session at PM14. I was truly honored. My session on the power of storytelling went over very well. Many people came to the stage after my session to tell me how useful they found the information. I really appreciated the feedback.

I am already looking forward to Podcast Movement 2015 in Fort Worth, Texas.

My notebook filled with great notes from PM14. On this episode, I want to share with you my 11 top takeaways from the event. I hope these spark a little something in your to move your podcast forward and transform your content.

1. Have a plan to make money.

This came from Chris Brogan’s Keynote “Podcasting As A Business Driver”. If you want to support your habit/hobby, have a plan to generate income. This could be from your product, service or other income stream. Figure out how to cover your cost at a minimum.

2. Copy = Pale Imitation = Ignored.

Srinivas Rao offered this insight in his Keynote “Genuine Curiosity – The Fuel Behind The Fire”. Chris Brogan said, “No one ever won a race looking sideways.” Be brave and have the courage to be unique. Tell some great stories.

3. What is your brand personality?

Who are you really and who do your clients need you to be? Kristin Thompson asked these questions during her session “Rock Your Talk & Profit Big … Beyond The Podcast”. Define your brand personality. Then, thread it through everything you do.

4. Don’t use white in your logo.

This was mentioned during “Top Podcasters Share Three Success Secrets For Podcasting”. It was a panel discussion with Michael Stelzner, Cliff Ravenscraft, and Chris Brogan. If you want it to stand out in iTunes store, get rid of the white. Make your logo pop.

5. Involve others.

During his session “10 Ways to Take Your Podcast From Average To Amazing”, Daniel J. Lewis suggested you use interviews, conversations, and shared presentations to get others involved with your show. Empower your audience to share your content. Delegate others to help you achieve tasks.

6. #1 goal of podcast marketing is opt-in.

Tim Paige mentioned this in his session “The Top 7 Ways To Grow Your Podcast And Turn Listeners Into Leads”. We’ve heard it many times that the money is in the list. Use your podcast to grow your list every opportunity that you get.

7. Think of your avatar in the car or excercising. What can you provide to make the experience better?

This was a great piece of advice from Jaime Tardy during her Keynote “The Future Of Podcasting”. If you want to connect and engage with your audience, put yourself in their shoes.

8. Learn what the knobs do.

To learn your equipment and what it does, press record and narrate your actions as you turn knobs. Hear how it sounds. This was a tip offered by Dave Jackson in his session “The Art Of Editing Audio – Finding The Diamond In The Rough”. What better way to figure out what all of those knobs do other than tinkering with it.

9. Ask your tribe questions about what they struggle with.

Jessica Kupferman’s session was titled “Your Commmunity Of Kindred Spirits: Why, How and When To Build One”. She offered this tidbit while helping us discover the power and connection of a community.

10. Give your guests resources to promote your show after they are on.

This came during a panel discussion called “Promote Your Podcast The Right (And Unique) Way”. If you want your guests to promote your show after they appear, make it easy for them. Give them graphics, quotes or audio clips they can use to help spread the word.

11. Comfort and awesome usually do not overlap.

I loved this line. It was another from Chris Brogan during his Keynote “Podcasting As A Business Driver”. Be brave. Try something new. Be unique. Have the courage to step out and tell personal stories that cannot be copied. That’s when you’ll get noticed. Don’t be comforable. Be awesome.

I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.

You can also find other tools including worksheets, a workbook and videos to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Podcast

Find Your Motivation – PTC Episode 048

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Find Your Motivation – PTC Episode 048

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Are you like me? There are times when I find it difficult to find the motivation to take myself to the studio and create a great show. Sometimes it is so much easier to stay on the couch and watch some television.

Just like an athlete, we sometimes just need to find a way to get fired up.

This week, I received this e-mail.

 

I have a podcast about fly fishing that has pod faded. Because I am a fly fisher I thought such a podcast would be ideal. But, it became so much work from pre-production, to post-production, to hitting the publish button on iTunes, that I stopped after 10 months.

I enjoyed interviewing the people on the podcast and the preparation, but quickly grew tired of all the other work it took to publish. 4-6 hours for a 1 hour podcast.

My current challenge is that I enjoy doing several recreational things, but I am not “passionate” about any of them. I just enjoy doing them.

Also, I did not have a product or service to sell and still do not. Since this is not a hobby for me, I want to make a good income from this.

I have purchased your book for my Kindle and am reading it now. I am considering consulting with you for an hour or two to move things along faster.

Right now I am re-grouping and figuring out what to do next and your podcast is a great help.

Thanks again for a great podcast.

Name Withheld

 

There are a few issues within this e-mail.

  • How do we find the motivation to fight through the blahs and record consistently?
  • How can we streamline our workflow to make better use of our time?
  • How can we do more of what we love and less of what we dislike?
  • How can we generate some income?

 

Motivation

Like most podcasters, I sometimes fight the blahs. Are you like me? Do you have those days where you could record for hours on end when you have the drive and you’re fired up?

Then, I experience those other days where I just cannot find the motivation to get into the studio. I feel alone. I wonder if anyone is actually listening.

There are a few ways to find the motivation.

Tips:

  • Find the time of day and day of the week that gives you the most energy.
  • Be consistent with the day and time of the week you record – schedule yourself.
  • Record a few episodes in one sitting to batch similar functions.
  • Always work a week or two ahead to ease the pressure to produce.
  • Have a back up episode in the can in case life happens.

 

Streamline the workflow

Tips:

  • Record a few episodes at one sitting. Setting up the gear takes time. Logging in, gathering material, getting to the studio, getting in the right frame of mind all takes time. You can perform the tasks once for multiple episodes when you put it all into one sitting. You could conduct one recording session per month for 6 hours and be done.
  • Minimize your editing by relaxing on the perfectionism.
  • Find the areas that eat up a lot of your time and remove or condense them.

 

Do What You Love

If you hate editing or creating show notes or posting the episode, farm it out. Use virtual assistants or production assistants. Make it easy on yourself.

 

Much of this costs money, so …

 

Generate Income

  •  What do fly fishers need?
  • Find something that is easy for you to create. Develop your product funnel. In this case, it could be location guides, gear guide, gear reseller, instruction tutorials, tours, travel coordinator, make your own flies.
  • Build different tiers for the funnel.
  • Michael Hyatt & Dan Miller did an interview about making $150,000 a year from your platform. Doing a podcast for 10 months creates a solid base. There is surely something in that niche that could be monetized. It simply needs to be uncovered.

 

This week:

  • Find the motivation to fight through the blahs & record consistently
  • Streamline the workflow
  • Do what you love
  • Build your funnel and begin to generate income

 

I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.

You can also find tools to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Podcast

Your Effective Call To Action – PTC 045

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Effective Call To Action – PTC045

(photo by Albo)
(photo by Albo)

I was listening to an interview CD that accompanies each issue of Success magazine. Publisher Darren Hardy was talking with Founder and President of Piranha Marketing, Inc. Joe Polish. During that interview, Mr. Polish proclaimed great marketing makes selling easy and unnecessary.  It makes your call to action powerful.

 

Selling is Easy

You may not be selling in the traditional sense of products or services in exchange for money. However, you are making a call-to-action within your podcast. It may be selling for money. It may also be inviting your listener to come again, asking him to visit your website, requesting that she join your mailing list, inspiring him to get involved with a cause or any other action. It all involves selling yourself.

Polish’s statement was bold. As he went on to explain himself, Polish made perfect sense. In fact, his comments were very similar to the marketing and branding information we’ve been discussing with regard to your podcast.

We have discussed the call-to-action in previous episodes of Podcast Talent Coach. We simply need to determine what we hope to accomplish with our podcast episode before we begin recording.

In summary, Polish said great marketing gets people properly positioned, so they are pre-interested, pre-motivated, pre-qualified, and predisposed to do business with you (or act on your call-to-action). Great marketing therefore makes selling easy and unnecessarily.

If you have truly engaged your listener and created that strong relationship we’ve been discussing, the selling should take care of itself. Selling becomes difficult when you are trying to get your listener interested. Selling before your listener is motivated is a challenge. Trying to sell to a listener that isn’t qualified is hard work. If your listener isn’t predisposed to taking action, you will need to sell hard.

Building relationships with your podcast involves telling great stories. Revealing things about yourself through stories makes you real. Your listeners get to know and like you. As you continue to help them over time, you build the trust they seek.

When you have taken the time to build the relationship, your listener will be pre-interested, pre-motivated, pre-qualified, and predisposed to do business with you. They will be ready to buy. Selling, in terms of convincing your listener to buy, will be unnecessary. Your marketing and engaging relationship will have them ready for your call-to-action.

Do the hard work up front to make selling easy.

 

Shouting Will Not Help You

You can’t shout your way into a person’s trust circle. They only way to gain trust is to add value. Give them something they can use. Building trust is the foundation of revenue generation for your podcast.

As you build trusting relationships with your podcast, continue to ask yourself, “How am I helping my listener?” Continue to give, and the trust will develop over time.

When you begin every discussion with your product, needs or wants, people will tune you out. You will begin to sound (and be treated) like advertisements for used cars. Shouting doesn’t work. Your listener won’t care and will rarely return.

Serve first, many times over. Then and only then can you effectively sell.

Shows like the “Dave Ramsey Show”, “48 Days To The Work You Love” and “Smart Passive Income” are all designed to help their listeners first. Sure, they all have products to sell as the end result. However, they never begin with their product. The discussions on these shows always begin with the listener’s needs in mind first.

As you prepare for your show, find great ways to help. Your help may come in the form of entertainment. You may serve as companionship for your podcast listener. Help them find other forms of companionship as well. If your podcast is only one hour per week, there are 167 more hours in the week that aren’t occupied by your show. Your listeners will surely need more companionship to fill a few of those hours. Help your audience fill those hours, too.

Are you building trust, or are you shouting?

 

Ask For The Sale

After you’ve done the hard work building the relationship, don’t forget to ask for the sale.

One afternoon last week, I stopped by the quickie mart to get something to drink. As I waited in line at the cash register, the gentlemen in front of me set his purchase on the counter.

Among his items was a 2-liter bottle of soda. The bottle of soda was $1.69. The clerk said, “Did you know these are on sale two for $2? You can grab another and save yourself some money.”

The customers responds with, “Looks like I need to grab another bottle.”

By simply asking for the sale, the clerk doubled the purchase. The customer also benefitted by saving some money.

In fact, everyone wins in this transaction. The store is paying the clerk an hourly wage whether he sells one bottle of soda or 100. The cost of the clerk’s time to the store remains constant. Wages are the biggest expense to the store when figuring cost of goods sold. Therefore, by adding another bottle of soda to the purchase, even at the lower price, the store makes more money also.

It all happened because the clerk asked for the sale.

 

This week, review your show to ensure you are building those relationships.

• Start with the listener instead of your product or service

• Determine how you are going to help your listener with this episode

• Put a strong call-to-action at the end of the episode

 

Let’s Work Together

I would love to help you with your podcast. If you would like to improve your content, call-to-action and business, I have a few openings for coaching clients.

You need to be serious about making some money with your podcast. It may not be millions. However, you need to have the desire to make a little money.

We will work together to build a customized plan for you, your show and your business.

We have to date before we can get serious, right?

I’m offering a complimentary coaching call to a few candidates who are serious about their improvement. We need to see if we are a good fit for each other.

There will be no high pressure sales pitch. We can review your show to see if we work well together. If it clicks, we can lay out a coaching plan for you. If the call is not all you had hoped, no harm. We’ll just continue on as friends.

There is only room for a few. My calendar simply will not allow me to coach everyone.

If you are interested … and serious … e-mail me at Coach@PodcastTalentCoach.com. We can get the conversation started.

 

Find tools to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Podcast

Your Podcast Brand Revisited – PTC 044

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Your Podcast Brand Revisited – PTC044

Headphones

This week, we revisit my most popular episode. This episode has been downloaded almost twice as many times as any other episode I have released.

Maybe you missed it. Maybe you caught it and this will be a great refresher. Either way, I have received great feedback on the content and I am sure you will enjoy it.

On this episode, we discuss how to turn you, your content and your podcast into a brand. How do you create that powerful podcast brand to stand out amongst the sea of podcasts that are available online?

Find the original show notes HERE.

 

A few housekeeping notes this week.

Get a one-hour coaching session with Dave Jackson and me for only $50 if you act before June 30, 2014.

Dave and I are now hosting the Podcast Review Show together. Our guests appear on the show to have their podcast reviewed by the two of us.

Typically, hiring the two of us individually for an hour would be hundreds of dollars. Not only do you get an hour of consulting from us on this show, you get to plug your show for a sixty minutes.

Our guests typically pay $99 to be featured on the show. I’ve convinced Dave to cut you a break. By using the code “coach50”, you can appear on the show for only $50.

You get half off. Still an hour. Still feedback from both of us. Still plugging your show. Half the price.

The code is “coach50”. This deal ends June 30, 2014. Get in on it now before we close it.

GET REVIEWED – CLICK HERE.

 

If you are truly serious about building your podcast, improving your show and increasing your traffic, you should also be attending the Podcast Movement in Dallas on August 16 & 17.

Find my affiliate link online at PodcastTalentCoach.com. We are only 10 weeks away from the Podcast Movement. Register today.

 

I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.

You can also find tools to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Podcast

Building Your Podcast Business – PTC Episode 028

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Building Your Podcast Business

Most every podcaster has the desire to turn their podcast into a business. Though some podcasters treat their show as a hobby and an outlet for their passion, many reach a point where they wish to monetize their efforts. Podcast profits are possible in many forms when podcasters get creative.

Most podcasts do not generate enough cash to stand alone as a business. There are ways to generate revenue from the podcast, such as advertising and sponsorships. These methods typically bring in money in direct relation to the size of the audience. It is traditionally called CPM, or cost per thousand. (M for mille – Latin for thousand; M is also the Roman numeral for thousand.)

There are two primary issues with relying on advertising as your primary revenue source.

The first downside of CPM is the direct relation of hours to dollars. When you stop putting in hours, you stop taking out dollars. When you stop creating the podcast, the revenue stream stops as well. When you exchange hours for dollars, that is called a job. When you create something one time and it generates a continuous stream of income, that becomes a business.

Limited inventory and revenue is the second problem with advertising. There is a limit to the amount of sponsorship time possible within any particular episode. If your podcast is an hour in length, how much advertising could the show possibly contain? Two sponsors? Four sponsors?

At some point, the adverting becomes a negative to the audience. This is the issue terrestrial radio is facing. The commercial time has expanded to a level that is negatively affecting time spent listening to radio. Stations are hoping listeners will sit through 12 minutes of commercials on music stations and nearly 20 minutes on talk stations. People are looking for other content that does not force feed them content they do not desire. This is where your podcast will thrive.

You can turn your podcast into a business by developing a suite of products. Brendon Burchard, the author of “The Millionaire Messenger” and creator of Experts Academy, describes it as an integrated product suite. The podcast attracts a group of followers without wasting their time. Your content and message builds a friendships. Listeners begin to know, like and trust you.

Once you have built a loyal group of listeners that trusts you and your message, you can ask them to join your list in exchange for something free. This gets people to take the next step to become engaged with your brand. I use this with free worksheets, videos and other content. Fans give me permission to e-mail them pertinent, valuable content. The additional free content continues to build the relationship.

After delivering content over time, you can begin to monetize the trust you’ve built. Start by asking your fans to purchase a low end product, such as this workbook. The low end product doesn’t cost much. It is simply a purchase to break the barrier to make your fan comfortable doing business with you. Your listener can risk $20 to see if your products are as good as you say. Again, we are building more trust.

If you could sell 1,000 e-books at $20 each to your audience of 10,000 listeners, you would generate $20,000 in revenue.

Let’s compare that to the CPM model. The average CPM in podcasting is around $25. Using that same 10,000 listeners, your CPM factor would be 10, because you have ten “thousands”. $25 CPM x 10 “thousands” equals $250 per episode sponsorship. Two sponsors per episode would generate $500 per episode. Producing 50 episodes per year would then bring in $25,000 annually. That is just a little better than the e-book model.

There is a big difference between the two methods. With the e-book, you write it once. It then continues to generate revenue. You must create your podcast every week to keep the revenue flowing. At the beginning of the next year, your podcast starts over again. Your e-book continues to sell with little additional effort. You can also write another book to begin doubling your revenue.

The next step is a mid-range product. This would be something in the $200 range. While you continue to deliver great, free content and your book continues to sell and build trust, you can then produce your mid-level product. At some point, you will ask for that sale. Convincing 100 of your 10,000 fans to purchase your $200 product will generate $20,000. We are talking about converting one percent of your audience at this level.

This style of product layering continues as you build your business. It is all based on the relationships you are creating with your podcast. You are building trust with your podcast. The fantastic, free content allows your fans to know, like and trust you. Your podcast is the foundation of your business.

Your podcast is not your income generator. The relationships you have build with your audience becomes the conduit to create income. Your friendships will be the basis on which your business is built. We will turn those relationships into a suite of great products centered around your content.

“Entrepreneur on Fire” with John Lee Dumas is arguably one of the most successful recent podcasts in terms of revenue generation. John releases a daily podcast 365 days a year. He has been able to monetize his podcast at a high level using sponsorships. In fact, he posts his monthly income report at www.EntrepreneurOnFire.com/income. According to his site, Dumas generated $39,400 from sponsorships in December 2013.

Even at that level of success, John Lee Dumas has other products. At nearly $40,000 a month, his show is bringing in almost half a million dollars in annual sponsorship revenue. If you examine the income report, advertising within the show isn’t even the largest source of income during the month of December. Entrepreneur on Fire generated $52,763 with John’s “Podcasters’ Paradise” program.

In total, Dumas lists 7 different revenue sources on his income report. These include a mastermind, sponsorships, an ebook, an audiobook, his program, one-on-one mentoring and affiliates. This is a great example of a suite of products. The entire program is built on the foundation laid by his podcast.

If you hope to build a business around your podcast, begin by developing your product suite. Brainstorm the various products and services you can create. Make a list of five to ten products that will begin to generate revenue for you. Then, start creating the one that will be quick and easy. This is where your business will begin to take shape.

Your entire business will be built around your podcast. This is where people will begin to trust you. Everything described in this workbook up to this point has been designed to get your audience to know, like and trust you. Only when we reach that point can we begin to monetize the show.

You are creating a relationship with your audience. The more you reveal about yourself on your show, the more you create influence through friendship. Your sales will be built on the trust you are developing.

Help your audience. In sports coaching it is often said that players will not care how much the coach knows until they know how much the coach cares. Show your listeners you care by helping them solve their problems. Develop that friendship.

Once your friendship is built, your listeners will begin to move through your product funnel.

Your product funnel is just as it sounds. We bring many people into the big end of the funnel. As they move through, the price goes up until only a few come out the small end. Your podcast and other free content is at the big end of the funnel. As we move to the low-tier $20 product, we lose a group of listeners. We then lose another group when we progress to the $200 product. Listeners continue to move along the funnel until we have a few dedicated listeners playing thousands of dollars at the small end of the funnel.

You cannot begin at the middle of the funnel. People do not begin by buying your $200 without knowing anything about you. The entire funnel is based around your podcast and the relationships you are creating.

Though your podcast will not be your primary revenue generator, it will be the foundation for your business. This is where it all begins. Make it great. Tell the truth. Make it matter. Have fun. Before you know it, you will be building great friendships on the way to an amazing business.

 

This week:

Develop your free bonus content

Launch an e-mail database like Aweber or Mail Chimp

Brainstorm a low-tier and mid-tier product you can create

 

I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.

You can also find tools to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Podcast

The Power Of You – PTC Episode 023

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The Power Of You

This week is a little self-reflection. I’m not sure I’m doing my job with my message and serving you as well as I can. Is my communication cutting through in the correct way?

This past weekend, I attended the New Media Expo (NMX) 2014 in Las Vegas. I had an incredible time and learned a lot. The inspiration I receive by attending these conferences is amazing.

The only thing more incredible than the inspiration is the friendships. Mike & Izabela from Music Radio Creative held a meet up at an amazing wine cellar within the Rio Hotel & Casino in Las Vegas. We all had an incredible time mingling with other amazing podcasters. Mike & Izabela held the gathering in a room of the Wine Cellar & Tasting Room at the Rio. It was like sitting in their living room with couches, chairs and end tables near a bar filled with wine and cheese. The intimate setting really spawned some great discussions.

During the meet up, I had the chance to sit down with Kenn Blanchard from “Black Man With A Gun”, Dave Jackson from “School of Podcasting” and Rem Lavictoire from “The Sci-Fi Movie Podcast”. We had a great time sharing stories about our lives and podcasting. It was a gift.

Kenn mentioned to me that he wasn’t sure how my podcast would be received. He said I was so passionate and determined about my style that he felt it might turn some people off. I loved the feedback. His words really got me thinking.

I stepped back and assessed my message. Is my message really being communicated they way I hope it is? That leads us to the podcast this week.

My message is all about you. I never want to tell you how you should do anything. I want to show you ways it may be done and let you decide. I want you to be you in a way that only you can do it. It isn’t a prescription. It should be a thought starter.

There are a few things I wholeheartedly believe about any podcast, such as podcasts should be built to attract and grow an audience. I also believe every podcaster should be their own unique self. How that happens should be completely up to you.

Today, we discuss the power of you. Many thanks to Kenn Blanchard for showing me the path. His insights are cherished. Check out his NMX2014 session with the virtual ticket if you have the chance.

Here are the 8 facets of the Power of You.

 

1. Be yourself

Only you can be you

Don’t simply copy somebody else

2. Stick to your beliefs

Be true to yourself

Can’t consistently be something you’re not

Hard to fake it without tripping up

3. Tell the truth

Honesty fosters relationships

4. Use your personal style

To make your show unique, add your personal style

Do it in a way that only you can do it

5. Stories define your character

Listeners will learn about you with stories

Stories breed friendships

6. Have fun

People don’t simply want info, they want entertainment

Much more fun to learn when the content is entertaining

7. Be consistent

People know what they like and like what they know

They want to know what to expect when they listen – Deliver the goods every time

8. Be memorable

Own your category – When they think of your category, they think of you

Don’t want them to casually listen then go away

Hard to monetize your activities if you are not top-of-mind

Most marketing is focused on top-of-mind awareness and a strong call-to-action

Call-to-action is powerful when you are the first one that comes to mind

 

This week …

Review two of your shows to see if you are being yourself

Find one personal story to include in your next podcast

Do one thing in a way only you can do it and make it memorable

 

I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.

You can also find tools to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Podcast

Creating Powerful, Podcast Relationships – PTC Episode 022

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Creating Powerful, Podcast Relationships

It has been said may times before. People do business with people they know, like and trust.

To make your podcast successful, you must create meaningful, powerful relationships with your listeners.

In this episode, we review five of the many ways to improve and foster your listener relationships.

 

Their Voice Will Always Be More Meaningful

One major purpose of your podcast is to foster relationships with your listeners. Many podcasters use e-mail, texts, tweets and posts to interact with their audience. The podcast host typically reads these on the air.

Unfortunately, using these methods of communication puts distance between you and your listener. (read more)

 

Assume Your Listener Is New

The opening of your podcast should explain the purpose of your podcast and let your listeners know exactly what to expect as if this is the first time they have ever heard the show.

A well-crafted introduction serves two purposes.

First, it tells the brand new listener who is hearing the show for the very first time exactly what to expect from the show. Second, those that have heard the show before are confident that they are in the right place.

Your audience size is always changing. It is either growing or shrinking. The direction of the movement is your choice. Always work to grow your audience.

Your show will always lose listeners for various reasons. Sometimes they no longer have a use for your content. Sometimes other shows take the place of your show. Maybe they got a new phone and simply didn’t subscribe again. The size of your audience is always changing.

Since listeners are always moving through the “out” door, you need to continuously work to bring listeners through the “in” door. Always work to find new listeners.

As new listeners constantly join your show, treat each episode like it is your first, because it could be the first episode for your listeners.

 

Your Listeners Deserve a “Thank You”

Thanks for listening. I appreciate the help you give me.

It is such an easy way to strengthen your relationship with your listener. Time is something your listener will never get back. She has just chosen to give it to you.

Show your appreciation. If your listeners know you are honestly grateful for their time, you begin to strengthen your relationship. The relationship is a two-way street.

You must be honest and authentic. You can’t thank them in a gas-station-attendant-I’ll-never-see-you-again kind of way. You must deliver it from the heart. It should be the kind of thank you that you would give a stranger who stopped to help when you ran out of gas.

Your listener is your lifeblood. Your audience is the reason you exist. Without your listener you have no show. She has many, many choices when allocating her time. Let her know you appreciate her for spending her time with you.

Thank you for giving me your time. You have done a ton for me just by being here. I truly appreciate you.

 

You vs. Me

Great marketing is like a mirror. It is a reflection of the customer, not of the company. Great products that use great marketing are focused on the needs, wants and desires of their customers. To make turn your podcast into a great brand, focus on your listener and not on yourself.

Scheels had a great commercial for their snowboarding gear. The commercial was completely focused on the lifestyle of the snowboarder. (read more)

 

Be On Their Level

When you’re creating a relationship with someone, you never want to act as if you are better or above the other person. Even if your position allows you opportunities that your counterpart may not receive, you must be humble about those experiences. People like other people who are similar to themselves.

Take the approach of “I’ve been there and know what you’re going through.” You will empathize with your listener. When you come off like “I know everything”, you appear condescending. Nobody likes a know-it-all.

Show respect for your listener and her problems.

Because I am on the radio, I often get the incredible opportunity to meet many musicians. If I were to brag about these fantastic experiences, I would appear arrogant. It would sound as if I believe I was better than you. You probably wouldn’t find it easy to like me much.

Maintain your humility. Keep yourself on the same level as your audience. If you have an opportunity to interview someone famous, be as honored and excited as your listener would be.

You are building a relationship with your listener. Be likable. Be on the same level as your audience.

————

I’d like to thanks Andrew Hellmich and John Hames for their questions included in the show this week.

Find Andrew Photo Biz Xposed.  CLICK HERE

Find John at Sound Commentary.  CLICK HERE

I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.

You can also find FREE worksheets and other tools to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Podcast

Where Is Your Podcast Going? – PTC Episode 021

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Where is your podcast going in 2014?

A goal is a dream with a deadline.  What are you dreams for the next year?  If you don’t have a map & destination, you’ll only wander.  You’ll never get anywhere.  Let’s be specific and set some deadlines.

What is the one big thing you want to accomplish over the next year?  Develop little steps to get there.  Break the big goal into bite-sized pieces.

If you create a weekly show, you only have 52 shows over the next 12 months.  It may sound like a lot.  However, you need to be intentional to reach your goals.

What is your call to action within your podcast?  How can we make that call-to-action more effective?  Where are you sending your listener each episode to get more info?  Be specific and write it down.

Are you monetizing your podcast?  There are many possibilities, such as books, speaking engagements, seminars, affiliates, products and more.  If you have yet to monetize your podcast, schedule your time to create something powerful.  Be sure to include deadlines.

Do you interview guests on your show?  Create a list of guests you’d like to get on the show.  Be brave and reach out to those people.  Let’s get them on the show.  Give yourself a goal with a deadline.

Are you effectively planning each show before you begin?  Sometimes it is difficult to get motivated to record your show on a regular basis.  Plan ahead.  Download the planning worksheet at www.PodcastTalentCoach.com.  When you lack motivation, revert to plan you’ve already created.

Are you reviewing your show on a regular basis?  To get better, you need to look at game tape.  All great sports teams review tape of previous games.  You should do the same.  Again, get the worksheet at www.PodcastTalentCoach.com.  Finding someone that can help you honestly review your show will help as well.

The next year can be huge for you if you plan.  Set deadlines to turn your dreams into goals.  Be sure to find balance in all areas of your life.

Take some chances.  Go for the big interview or launch a product.  Dream big.  You might just reach your dreams.

I want to thank you for a tremendous 2013.  It has been quite a success for me.  I’ve launched the podcast to great success.  Many have downloaded my worksheets and purchased the Podcast Talent Coach workbook.  It has been a blast.  I couldn’t do it without you.

I do want to thank a few people for the 5-star reviews on iTunes.

I hope to see you at New Media Expo in Las Vegas in January.  Let me know if there is any way I can help you with your podcast.  E-mail me anytime at Coach@PodcastTalentCoach.com.

Have a fantastic 2014.

Podcast

Powerful Profitable Podcast Stories

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Powerful Profitable Podcast Stories

Our goal is to create meaningful relationships with our listeners. Powerful, profitable relationships. We use engaging content to solidify those friendships.

What did you reveal about yourself on your show this week?

From self-revelation comes friendship. Can you think of a true friend that you know very little about? Friendship become stronger the more you share with each other. People learn things about you through the stories you tell.

How can you use the stories you tell to solidify your brand and strengthen your relationships?

We’ve discussed storytelling in Podcast Talent Coach Episode 002.

-The Power of Great Storytelling

-The parts of a great story

-How to structure a story

Today, I want to teach you about three other areas of storytelling that can help transform your podcast into powerful, engaging entertainment.

What Did You Reveal Today?

When you tell stories on your podcast, you reveal things about yourself. Vivid details are critical elements of great storytelling.

Details are more believable than generalities.

Details reveal specifics about your thoughts, beliefs and character.

Details put your listener in the moment helping them envision your story in their mind.

Garrison Keillor, in one of his “Stories From Lake Wobegon”, describes a woman who endures crushing loneliness and town gossip. (read more)

Memorable Words

American children’s author Dr. Seuss (Theodor “Ted” Suess Geisel) was more interested in telling a good story than he was in telling a true story. He often exaggerated. He always used wonderful, colorful words.

The good story approach is even described In his biography at www.Seussville.com. Dr. Seuss and his wife were unable to have children.

“To silence friends who bragged about their own children, Ted liked to boast of the achievements of their imaginary daughter, Chrysanthemum-Pearl. … He included her on Christmas cards, along with Norval, Wally, Wickersham, Miggles, Boo-Boo, Thnud, and other purely fictional children. For a photograph used on one year’s Christmas card, Geisel even invited in half a dozen neighborhood kids to pose as his and Helen’s children. The card reads, ‘All of us over at Our House / Wish all of you over at / Your House / A very Merry Christmas,’ and is signed ‘Helen and Ted Geisel and the kiddies.’”

Part of the magic that was Seuss was created by the words he used. (read more)

Tease With Anticipation

Anticipation is a key feature to storytelling. Your story should build just like a good plot builds in a movie. You need to make your audience anticipate the content that is on the way.

Your podcast should be like a vacation you are planning to take. The fantastic anticipation for the trip is almost as pleasurable as the trip itself. You can’t wait for the trip to arrive.

You want your listener to feel the same way about your content. When they can’t wait for the story to arrive, you have created some great content.

Teasing is the art of creating anticipation for your audience to entice them to stick around for the payoff to your setup. It is a critical element of your show. Teasing helps create momentum for your podcast. (read more)

 

I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.

You can also find tools to help you create great content at www.PodcastTalentCoach.com.

Let’s turn your information into engaging entertainment.

Audience Target, Blog, Make Money, Podcast improvement

Is That The Right Measurement? …

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Is that the right measurement?

(photo by bartekwardziak)

Many podcasters and bloggers measure their success by the number of downloads of, or visits to, their material. Unless you are blogging or podcasting simply as a hobby, this is a mistake. Downloads and visits really don’t move the needle for you. They don’t generate revenue or move your product.

You need to figure out what you want your audience to do and how you measure it? What is your call-to-action? Maybe you want them to visit your website. Maybe you want them to buy your product. Maybe you want them to donate to your cause. Determine the call-to-action.

Once you figure out what you want your audience to do, you will then know what to measure. It may be visitors to a specific URL on your website. It could be units sold. You can easily measure the donations to your cause. All three of those events move the needle. Those are the things you should be measuring.

What are you measuring?

— I’d love to help you with your podcast. Post any questions or comments you might have, or e-mail me at Erik@PodcastTalentCoach.com. Let’s turn your information into engaging entertainment.

Find your call-to-action. Is that the right measurement?

Blog, Branding, Make Money, Podcast content, Podcast improvement

Is That You Calling? …

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Is that you calling?

(photo by erwinova)

To create a successful podcast, you need to create an effective call-to-action within your show. So, how do we measure success? If we are trying to get our audience to do something by using a call-to-action (listen again, buy our product, visit our website, support our cause), our call-to-action should be our determining factor of success.

When you create your podcast, you should measure your success not by the number of listeners or downloads, but by conversions to whatever you want them to be or do.

Let’s say your goal is to get people to visit the store on your website. If you have 1,000 people listening to your show, but you only get 2 of them to act and actually visit the site, you really haven’t been successful.

However, if you only have 200 listeners, but 100 love everything you do and visit your site regularly, I would consider that a success. Having 1,000 listeners may sound better than 200. By closer evaluation, I would much rather have 100 fans than 2.

Don’t get fooled by measuring the incorrect statistic. Measure what counts. Measure your call to action.

— I’d love to help you with your podcast. Post any questions or comments you might have, or e-mail me at Erik@PodcastTalentCoach.com. Let’s turn your information into engaging entertainment.

Create an effective call-to-action, and measure it. Is that you calling?

Audience Engagement, Audience Relationship, Blog, Branding, Make Money, Podcast content

Emotionally Powerful? …

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Emotionally Powerful?

(photo by hvf)

A successful podcast is built on a strong relationship with the listener. It could be called a tribe as defined by Seth Godin in his book of the same name. The strong relationships with your listeners begin to develop your brand. You can then monetize your brand and associated relationships with an effective call-to-action. But it starts with the brand.

Powerful brands are more than just recognizable names. Powerful brands are full of emotion. A brand is a collection of perceptions, creating emotional connections, while consistently delivering on a promise. The more powerful the emotional connection, the more powerful the brand.

Take a moment to think of some very powerful brands and the associated emotions of the rabid fans of those brands. Nike. Volkswagen. Star Trek. Starbucks. Apple. Harley Davidson. Fans will go out of their way to interact with their favorite brand. These brands are unique, because they create powerful emotions within their fans that are not found in ordinary brands.

Ordinary brands lack emotion. Keds. Buick. Battlestar Galactica (either one). Dunkin’ Donuts. Hewlett-Packard. Honda. The powerful emotions are not present for most people in these brands.  Even the websites of these brands lack the emotion of the powerful brands.

An amazing book entitled “The Power of Cult Branding” by Matthew W. Ragas and B. J. Bueno describes the Seven Golden Rules to cult branding. Emotion is the key to all seven. Social Groups, Courage, Fun, Human Needs, Contribution, Openness, and Freedom. All emotional, not functional. It’s not the best, biggest, brightest, loudest, or #1 product. Cult brands are focused on emotion, not hype.

If you want to turn your podcast into a powerful brand that you can monetize with a strong call-to-action, stir emotion every time.

— I’d love to help you with your podcast. Post any questions or comments you might have, or e-mail me at Erik@PodcastTalentCoach.com. Let’s turn your information into engaging entertainment.

Is your podcast emotionally powerful?

Audience Engagement, Audience Relationship, Blog, Make Money, Podcast content, Podcast improvement

Are You Shouting? …

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Are you shouting?

(photo by Tobkatrina)

You can’t shout your way into a person’s trust circle. They only way to gain trust is to add value. Give them something they can use. Building trust is the foundation of revenue generation for your podcast.

As you build trusting relationships with your podcast, continue to ask yourself, “How am I helping my listener?” Continue to give, and the trust will develop over time.

When you begin every discussion with your products, needs or wants, people will tune you out. You will begin to sound (and be treated) like advertisements for used cars. Shouting doesn’t work. Your listener won’t care and will rarely return.

Serve first, many times over. Then and only then can you effectively sell.

Shows like the “Dave Ramsey Show“, “48 Days To The Work You Love” and “No More Mondays” are all designed to help their listeners first. Sure, they all have products to sell as the end result. However, they never begin with their product. The discussions on these shows always begin with the listener’s needs in mind first.

As you prepare for your show, find great ways to help. Your help may simply come in the form of entertainment. You may serve as companionship for your podcast listener. Help them find other forms of companionship as well. If your podcast is only one hour weekly, there are 167 more hours in the week that aren’t occupied by your show. Your listeners will surely need more companionship to fill a few of those hours.  Help your audience fill those hours, too.

— I’d love to help you with your podcast. Post any questions or comments you might have, or e-mail me at Erik@PodcastTalentCoach.com. Let’s turn your information into engaging entertainment.

Are you building trust, or are you shouting?

Audience Engagement, Audience Relationship, Blog, Make Money, Podcast content, Podcast improvement

Is It An Ad For Everything Else? …

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Is it an ad for everything else?

(photo by crystalvenus)

Media consultant Mark Ramsey had a fantastic blog post this week regarding the monetization of podcasts.

Mark says:

“In the world of these upstarts (the world we all now reside in), anyone can create media and the goal isn’t necessarily for the media to be monetizable but for the media to enable the monetization of other things.”

As long as podcasters see their show as entertainment first and advertising second, a podcast can go a long way to building a brand.  Adam Carolla does an amazing job at this.  He is very entertaining and uses his podcast to promote all of his other ventures.

Entertainment could mean companionship, advice or any other form.  If podcasters make the mistake many advertisers make by beginning with the product features rather than product benefits for the listener, their podcast will be no more effective than their advertising.

A great podcast can help build a great brand if the intent of the podcast is to help the listener in some way.

Read Mark Ramsey’s great blog here:  www.MarkRamseyMedia.com.

I’d love to help you with your podcast. Post any questions or comments you might have, or e-mail me at Erik@PodcastTalentCoach.com. Let’s turn your information into engaging entertainment.

Is it an ad for everything else?

Audience Relationship, Blog

Stories Define Your Character …

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Stories define your character

I’m not simply talking about your integrity. By character, I mean all of the attributes that create you, as in character in a play.  Your stories help define who you are as a person.

The purpose of your podcast is to attract an audience. Whether you want to monetize that relationship, encourage a call-to-action, or simply create an audience for your ideas, creating the audience is where you begin.

The stories you choose to tell reveal how open you are to others. Your openness is a sign of trust. Trust is a big piece of a relationship. Reveal things about yourself through your stories and you’ll begin to build trust with your listener.

The details you include tell your listener what you value. If the listener feels you value things they too value, you solidify the relationship. People like to hang out with similar people. If your values are opposite of your listener, you may also attract them. It is like a love/hate relationship. They may dislike it, but they continue to listen. For example, this often happens when talking politics.

What you find entertaining will be evident by the stories you tell. Since people like other people who have similar tastes, revealing those things you find entertaining will also build the relationship.

Stories also have the power to demonstrate your vulnerability. Stories can show that you are a real person. Your listener will see you as approachable. They also may begin to see you as a friend. That is when true relationships begin to form.

Next time you watch a late night talk show, notice how the great, memorable interviews contain great stories. Robin Williams and Billy Crystal being interviewed by David Letterman are great examples.  Interviews that focus on facts and information rarely cut through. Those guests come off more as a lecturer than as a friend. The guests that tell stories appear more personal, warm and friendly. Their stories reveal things and help you feel like you know them personally. Take note next time you watch.

Foster a relationship with your listener by revealing things about yourself through stories. Stories will define your character.

Blog, Make Money, Podcast Structure

Include A Call To Action …

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Include a call to action.

If you want to make money with your podcast, you must include a call to action. It seems logical. However, many podcasters believe, “If I build it, they will come.” It simply doesn’t happen that way.

Odd as it may sound, your podcast probably isn’t your product. Unless you are charging for your podcast, your show is only the marketing vehicle for some other product. Most podcasts are free. The show itself isn’t generating revenue. You need to create another product you can sell.

In his book “Free: The Future of a Radical Price”, Chris Anderson lists many ways to create revenue using the power of free. Many of these can be used to generate revenue from your podcast.

Some think access to the audience can be sold to advertisers as if it were traditional broadcasting. Unfortunately, audiences are not typically large enough for this model. Listeners also do not expect the traditional twelve minutes of commercials within their favorite podcast hour. Advertising is usually a very difficult path to revenue.

To generate revenue with your podcast, you need to create something else to sell.

You could make money by making your podcast a small portion of a larger show, which is available to paid members only. The free podcast becomes marketing for the member content.

You could turn your knowledge of some “how to” subject into a book, e-book, study course or other product. Your podcast could be the “why” behind your philosophy. The show would then promote the “how” that your listener will learn when they purchase the product.

There are many other ideas described in Anderson’s book. You could give away the product while charging for the service, such as consulting or coaching. Give away the content while making money referring people to retailers, like affiliate marketing. Rather than traditional advertising, you could give away the content while charging advertisers to be featured in it, similar to The Home Shopping Network. You could even take a cut of sales. You could podcast generic advice while selling specific, customized advice. There are fifty ideas in the book. To make money with your podcast, I suggest you give the book (or at least that section) a read.

If you build it, they may come. However, that doesn’t necessarily mean you will become instantly wealthy. You need to create something to sell. You need to tell your listener to buy. Then, you need to show them the way. If you desire to make money with your podcast, make sure your podcast includes the call to action.

Audience Relationship, Blog, Podcast content, Podcast Structure

Trust Can Be Monetized

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Trust can be monetized.

Structure is necessary for your podcast in order to build consistency and trust with your fans. The audience expects specific elements each time they listen to your show. They expect your style to be consistent. Your audience expects the host to be the same for each show. You must deliver to that expectation to build trust with your fans. This trust is where podcast monetization begins.

Think of McDonald’s. When you order a Big Mac at McDonald’s, you expect it to taste exactly like the last Big Mac you purchased and ate. That is true whether you purchased your last Big Mac at the same restaurant, across town, in another state or around the world. You expect it to be consistent. If the Big Mac you purchased today suddenly has mustard and sauerkraut on it, you would be a little hesitant to purchase another next time. You know what you want and want what you know. You want consistency.

Your audience desires the same consistency from your podcast. The consistency gained from the show structure helps the audience feel at ease and comfortable with the program. If your listener is new, she is brought up to speed quickly when you tell her what to expect. If the listener is a returning participant, your introduction causes him to say to himself, “Oh, yeah. Exactly how I remember it. This is the right show.”

If you are watching the news and suddenly there are two new anchors along with different people doing the weather and sports, you will wonder if you’ve somehow stumbled upon the wrong channel. It will feel uncomfortable. It isn’t what you expected.

Consistency helps your audience feel at home. Work to achieve it every time. Consistent structure builds trust. Trust can be monetized.