On a coaching call the other day, Ken and I were reviewing his show. We got to talking about connecting content to offers, and he had a breakthrough.
CONNECTING CONTENT TO YOUR OFFER GROWS YOUR BUSINESS
I thought it could help you improve the effectiveness of your show as well.
THE MONEY STRUGGLE
Many podcasters struggle to monetize their show. Your challenges are common.
Most are going about it the wrong way.
You know I am no fan of ads and sponsorships on podcasts. There are three problems with ads and sponsorships that make them no good for your podcast.
First, people are fleeing traditional media to escape all the ads.
Next, ad agencies treat your audience like a commodity. They want to pay the same for your audience as they do for every other audience. Therefore, you need a large audience.
Finally, ads and sponsorships put a cap on the revenue potential. You can only include so many ads on your show. And you can’t raise the rate, because you’re treated like a commodity.
If you can’t sell more, and you can’t sell it for more, your revenue is limited.
STOP GIVING IT AWAY
I’ve seen this firsthand. Spending 35 years in radio, we’ve tried every trick in the book to keep listeners from leaving during commercials.
We struggle to raise the rate, because ad agencies will only pay so much. If a radio station raises ad rates, agencies just go to another station. All audiences are treated equal.
That simply not the case. You’re not just like everyone else.
Listeners don’t deserve that. Advertisers don’t deserve that. And hosts don’t deserve that.
If you are selling coaching to women entering the workforce for a second time after being home with the kids for 20 years, you have two choices.
You could advertise your coaching on Dave Ramsey’s podcast “The Ramsey Show”. What percentage of that audience is your perfect client? Maybe a fraction.
You could also advertise your coaching on “Career Returners” with Karen and Liz where they talk about returning to a fulfilling, successful career after a long break. How many of those listeners could be your perfect client?
Karen and Liz primarily interview women. I’m guessing a majority of the listeners are your ideal clients.
Ad agencies price your podcast per thousand listeners. If you’re a coach for women reentering the workforce, are one thousand Dave Ramsey listeners the same value for you as the one thousand listeners of “Career Returners”? Of course not.
But, agencies treat it the same.
Stop giving away your podcast. Leverage the relationships you’re building with your audience.
GROW YOUR AUDIENCE
For this marketing strategy I’m going to share to work, you need an audience.
So, come join us for the Audience Explosion Blueprint Workshop to build your strategy and grow your audience.
By the end of this 3-Day Audience Explosion Blueprint Workshop, you will have a clear, step-by-step blueprint to grow your audience.
You will begin taking the steps necessary to attract your ideal clients.
This workshop is designed to help you lay the foundation to be known as an influencer and respected authority in your niche.
We roll up our sleeves and build your strategy over three powerful days July 19-21.
Get the full details at www.PodcastTalentCoach.com/audience.
CONNECTING CONTENT
Let’s talk about a better way of monetizing.
Instead of ads and sponsorships, use your podcast to build relationships and market your business.
Build relationships with powerful content. Then, lead your listener down the sales path by connecting content to the offer.
Use your podcast to market something. This could include coaching, services, products, courses, affiliate products or a variety of other things.
When I was on the call with Ken the other day, we reviewed his show.
On the episode, Ken was talking about finding yourself worthy of success, especially at work. It was a great episode.
Toward the end of the episode, he gave three tips to help people find that self-worth.
The third tip was to surround yourself with community and support. Ken then said, “If you need help finding that community and support, let’s have a call – sign up on the website.”
It was a perfect way of connecting content to his offer. The content he did such a great job laying out led right into his offer for a discovery call. Heck, I was ready to sign up.
When I mentioned it to Ken, he said it was a complete fluke. He didn’t do it intentionally. It just happened in the moment.
But after I pointed it out, he said he totally understood how the strategy made so much sense. He never thought of it that way.
RELATIONSHIPS
When you sell ads on your show, you get paid once. Time to go sell another sponsor.
When you are connecting content to your offer, your offer lives as long as the podcast does. It continues to generate revenue for years whenever somebody discovers that episode.
Building relationships with your listeners is so much more powerful than ads. Relationships make your call to action (CTA) more effective.
Create amazing content that leads to your CTA. When you do, you’ll find more clients coming to you rather than you chasing them.
START CONNECTING CONTENT
To begin using your podcast to market your business, start with the end in mind. What do you want listeners to do when the episode is over?
Once you’ve determined the destination, we can now determine how to get there.
The path is your content. When you start with the destination, you know exactly what content to create.
Now, create content that helps your listeners get clarity on their problems and challenges.
This is also true for interviews. When the interview is done, what do you want your listeners to do?
When you determine the destination, you know what questions to ask that will help you get there.
POWERFUL CONTENT
Connecting content to offers takes some art. You can’t be all info.
To create powerful content that connects, stir emotion.
Help your listeners see what is possible in the future.
Give examples of your help with others. Everything interesting is about people.
Finally, make them an invitation and offer.
CREATING ENGAGEMENT
I know. You’re probably saying, “Yeah, but how do I get them to take action on the offer?”
It can be challenging to create engagement and get your listeners to respond.
First, make it easy. Create an easy feedback loop with your podcast.
If you’re like most, you’re probably asking how do to know it’s really working?
There are times when you’re wondering if you’re even really talking to anyone.
Getting people to respond requires relationships and engagement with the right audience, not just any audience.
If you’re trying to connect with your audience in better ways, you need to create content that connects with that audience and leads them to something more.
What are you doing to get the traction to grow?
When you make a request of your audience, do you never get a reply? Your content is disconnected from your call to action.
Lack of engagement comes from content without emotion.
Start with the end in mind. Decide what you want your listener to do when the conversation is over. Then create content that stirs emotion.
CONNECTING CONTENT WITH STORIES
You can’t be information alone. Include stories, personality and heart.
When you include stories, you set yourself apart from everyone else.
Stories also share who you are, what you do, and why.
In his book Start With Why, Simon Sinek says, “People don’t buy what you do, they buy why you do it.”
Your stories share why you do what you do. Tell more stories.
ATTRACT THE RIGHT AUDIENCE
Let’s start building your plan to fill your audience with the right people and turn you into an authority in your niche.
Come join us for the Audience Explosion Blueprint Workshop to build your strategy and grow your audience.
By the end of this 3-Day Audience Explosion Blueprint Workshop, you will have a clear, step-by-step blueprint to grow your audience.
You will begin taking the steps necessary to attract your ideal clients.
This workshop is designed to help you lay the foundation to be known as an influencer and respected authority in your niche.
We roll up our sleeves and build your strategy over three powerful days July 19-21.
Get the full details at www.PodcastTalentCoach.com/audience.
If you’d like to start with a podcast strategy call, apply for your call here:
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