On this episode, we are answering podcasting questions. What is the difference between downloads and listens? How can I see around the mic? What is the best way to approach guests? Should I rerecord old episodes. Plus other great questions.

YOUR QUESTIONS

If you have a question, you can always shoot me a message. You can find my contact info at www.PodcastTalentCoach.com/contact.

Or better yet, let's have a conversation. If you have a published at least a dozen episodes and aren't sure where to go from here, or you're not seeing the progress you'd like, apply to have a complimentary strategy call with me.

You and I will get on a call, determine where you are, define where you'd like to go, and develop your strategy to get there.

You can apply www.PodcastTalentCoach.com/apply.

If we like each other and I have a resource that will help you, we can have that discussion. But this call is all about creating your strategy and getting clarity.

HOW OFTEN?

I’m just staring to podcast. How often can one record a postcast? One episode per week or more?

-Jay

This is one of those questions I get quite often. There is no secret answer.

People are creatures of habit. Your goal should be getting them in the habit of listening to your show.

If you publish less than once a week, it is hard to build a habit.

Humans are built around the workweek. Things happen on a weekly basis.

Our recycling gets picked up every other week. I can't tell you how many times we have forgotten to put it out. We always ask, "Is it this week or next?"

The recycling bin is right in front of me and I can't remember. Imagine how difficult it is for your listeners to remember.

On the other hand, more than once a week is a challenge for you to maintain. Multiple episodes require more time.

If you have the bandwidth, feel free to do more than once a week. But one episode a week should be the minimum.

Create habits.

DOWNLOADS VS. LISTENS

This might be a silly question, but are downloads and listens the same metric?

-Travis

No questions are silly.

Downloads and listens are not the same.

When your phone downloads your episode, that counts as a download regardless if you've listened or not.

Now, an a IAB download is a little different than a download. IAB is short for Interactive Advertising Bureau.

An IAB download removes any IP addresses or user agents that are on blacklists. It also ensures at least one minute of playable content is downloaded.

Your IAB downloads will be lower than your standard download number.

Listens count those users who actually pushed play on your episode.

Your podcast name and description get people interested enough to download your show. The name of your episode will get people to push play.

Therefore, don't call your episode "Episode 72". That will not entice anyone to push play. Plus, nobody is searching for “Episode 72".

Give your episode an exciting title that creates some anticipation and makes the listener push play.

ARTWORK

Do you recommend me putting my photo on my podcast artwork?

-Jeanette

This is sort of an extention of the last question.

The purpose of your artwork is to get listeners to stop scrolling through their app when they are looking for something to consume.

You want your artwork to catch the eye of your listener. A few things will do that.

First, use your photo. Faces capture attention.

Next, use a big font. Too many podcasters want to add the description of the show and the tag line on the artwork. Keep it clean.

Finally, use white space. It doesn't necessarily need to be white, but it does need to be blank. Space will catch the eye.

Open your favorite podast app. Scroll through a niche to see which artwork catches your attention.

WHAT'S MY TOPIC

I started the process of starting a podcast about 2 years ago. Bought everything I needed, set up all my accounts and software. Then, I sat down and started trying to come up with my niche and topic for the podcast. That’s as far as I got. I have gotten very discouraged with not being able to pick one thing to talk about, so much so I actually spent 4 months not doing anything related to a podcast. Can you help?

-Austin

You're starting at the wrong spot. Rather than starting with a podcast, start with a topic that you love.

First, find a subject that consumes your conversations.

When you are sitting around with friends, where does the conversation typically go?

In your spare time, what do you do? What do you typically read? What shows do you watch?

These are the topics you love. Start there.

Once you have a topic, how will you make it unique? What is your unique approach? How can you incorporate your story? What opinion do you have?

Nobody lacks information. It is at our fingertips at the blink of an eye.

You need to add your story, personality and opinion.

Here is the bottom line. This isn't forever. If it doesn't work, you can try something new.

But, nothing will happen until you get started. Pick a topic you love and push "go". Just get started and see what happens. You can always adjust as you go.

GUESTS

How should I approach guests to be on my podcast?

-Reynard

Reach out with the benefit for them.

Ask yourself a few questions. Why would they want to be on your show? What do they have to promote?

Many podcasters feel they are too small to attract guests. Now, you might be too small for Seth Godin or Gary Vaynerchuk or the President of the United States.

But, most smart marketers will take the opportunity to appear on a show. They understand the long tail benefit of an interview.

People might find the interview years down the road. It also helps their search results.

Podcasters make the mistake of saying, "I think you would be a perfect guest for my show, my audience would love you, and your content is perfect for my show."

Your potential guest doesn't care.

Instead, tell them, "I see you have a new book coming out. I would love to help you promote it." Or, "Your new course looks amazing. I would love to help you get it in front of my audience."

Nobody has ever asked me about the size of my audience before they accepted an invite to appear on my show.

You can also sweeten the pot by telling them how you promote the episode. If you share it with your email list or social media following, take credit for that.

At the end of the day, you won't get a "yes" from everyone. Send out a few invites and adjust the strategy based on the results.

REFERRALS

Finally, ask each guest for a referral for a couple more guests. "I've had a great time today. This was such a great conversation. I'm always looking for great guests. Who do you know that should be on this podcast?"

When they give you a few names, ask them to send an introductory email. You can take it from there.

If you're doing an episode a week, you only need 52 interviews for the entire year.

RERECORD

Should I go back and remaster/rerecord earlier episodes now that I've got a better setup/equipment and learned more on the recording program I use?

-Crystal

No. There is no need.

You will get much more traction by focusing on your new content rather than trying to make old content sound better.

Many podcast listeners understand that episode 100 will be much better than episode 10. And episode 400 will be better than episode 100.

If you watch the first season of Shark Tank, the set is clunky. The hosts are clunky. The camera shots are sharp.

Is Shark Tank recreating those episodes? Would the creators of the Simpsons go back and refresh the first two seasons now that the show is in syndication?

Nope. They just move on.

Spend your time creating new content. You'll make more progress.

MIC POSITION

How can I position my microphone in such a way that I can see my screen? I want to be able to read my notes without shuffling papers around. The mic is right in front of me and I cannot see the screen in front of me.

-Edwin

You shouldn't talk directly into your mic. This create plosives and other issues.

Instead, move your mic a little to one side so it is aimed at roughly 60 degrees to your mouth.

This angle will prevent the plosives. It will also move it out of your line of sight.

Using a boom arm will help. This suspends the mic in the air. It will help you move your mic out of the way.

ANSWER YOUR QUESTIONS

Let's get your questions answered.

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.

The first step to grow your audience is obvious. You've heard it many times before. But, it is likely you have done it thoroughly enough.

Maybe you've done it, but it has been a long time since you've considered it.

YOUR FILTER

This critical step serves as the filter for all of your content. It makes your audience growth strategy crystal clear. When you've completed the step, you'll know exactly which experts will make the perfect partners.

If you hope to grow your podcast audience, your first step is to identify your ideal listener.

And your ideal listener isn't entrepreneurs, or athletes, or anyone who wants to invest, or Christians.

You don't have enough time, energy and money to find "anyone who wants to invest". That is everyone. You can't afford to reach everyone.

THE RADIO AUDIENCE

When I first started in radio in the late 80s, my first full-time gig was doing overnights at a Hot Adult Contemporary station. We basically played top 40 music after it was deemed same enough for your mom.

Let's say I tell you we target moms between 25- and 45-years-old. Can you picture her in your head? Do you know where to find her online? Do you know what she needs, wants and fears?

Our ideal listener wanted to be cool, but not so cool that she was listening to the lastest hits from some brand new artists. After Bobby Brown and Paula Abdul became superstars on Top 40 back in the late 80s, they were safe enough for Hot AC.

At this radio station, we targeted a 36-year-old woman who worked in healthcare. She had a college degree.

Our ideal listener was married, and had 2 kids. One kid was in middle school and one in grade school. Combined, her household income was $80,000 a year.

She loved music when she was younger, but with kids was unable to keep up with the latest and newest bands. Most of her discretionary income was spent on family activities with the kids.

The biggest fear of our listener was getting old and being the uncool mom. Turning into her mom was not something she wanted to do. So, she would attend two big concerts a year to stay connected and feel young.

Can you envision her in your mind's eye? Do you have an understanding of what she needs and wants?

How much clearer that definition than moms between 25- and 45-years-old?

OUR FILTER

Now that we had our ideal listener clearly defined, we knew what content to provide. We knew what music to play, what contests to conduct, and what topics to discuss.

When it came to advertising our radio station, we knew exactly where to find her. We knew what television shows to advertise on and what events to sponsor.

Everything we did went through that filter.

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.

In order to build the relationships, you need to know the person.

Friendships are created when you truly know as much as possible about a person. This is the reason it is crucial that you define your single target listener.

Think of your best friend. How much do you know about that person? Hometown, birthplace, high school, favorite food, pets, siblings, that time she got in trouble in college.

I'm guessing you weren't there for every event. She probably told you the stories. It is about trust.

AVATAR

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.

Many people use niche, target and avatar interchangably. The there are actually quite different.

Your niche is a focused segment of a bigger market. In my radio example, our niche would be moms.

The target audience is part of that niche who share similar demographics. In our example, our target are moms between 25- and 45-years-old who enjoy current, pop music.

Your avatar or ideal client is a detailed profile of a single individual. In our example, our ideal listener is the woman we just described.

You can download my free Ideal Target Listener Worksheet at PodcastTalentCoach.com/listener.

ONE PERSON

Your audience is comprised of individuals. Regardless of the number of listeners you have, you are creating one-on-one conversations with each of them.

Audio is a very personal medium. Most people listen with headphones and while they are alone.

You are literally in their head.

Your listener is exercising, or walking the dog, or driving. And, they don't want to be by themselves. She listens to you for companionship. Talk to her that way.

This is not a group of listeners. This is one, single listener.

You cannot hit a target you can't see. Decide what the bullseye looks like.

When you identify a single person so clearly that you can see him in your mind, you then know where to find him online. You can clearly speak to his struggles and challenges.

NOT JUST NURSES

TaVona Denise worked with me to build a strong foundation and a powerful "why" for her show. Part of that foundation was defining her ideal listener.

TaVona worked as a nurse, but no longer loved the profession. She transitioned out of nursing into a new career and launched her own business.

Soon, other nurses came to her asking how she did it. They also wanted to get out, but didn't know how. Nursing was no longer the career they imagined.

She wasn't just coaching nurses. She was specifically helping burnd out nurses who wanted to get out and start their own venture. We then got so clear on her ideal client that she could picture that person in her head.

TaVona began coaching these other nurses to make the transition and find the career they loved. This quickly became her purpose in life.

We got perfectly clear on the woman she helped, what she helped them do and why. Their pains and struggles where perfectly clear. TaVona then built her show around helping these nurses launch their own businesses.

After some time, TaVona realized it wasn't launching the business that was her passion. She wanted to help these women launch their next big thing.

She pivoted a bit, and now coaches women while living the dream on the beaches in Mexico.

That's was a clear focus on your ideal client can do for you.

Creating a message that attracts your ideal client to your world is much easier when you have a crystal clear picture of her.

Start by completing the free Ideal Target Listener Worksheet. You can download it at PodcastTalentCoach.com/listener.

NOT GROUPS

Your podcast is for people, not groups.

You can learn more about your audience by using a survey like Survey Monkey. However, define the person you want to attract rather than people who are already in your audience.

If you want to coach motivatied individuals who are willing to invest in themselves to launch their own business, but your audience is full of people got there looking for something for free and want to get rich quick, we don't want to find more people like them.

Define your ideal client.

Be careful that you ask questions that your audience will be comfortable answering. Specific income might be too personal. A range might be better.

FILL YOUR AUDIENCE

Once you have your ideal client clearly defined, you need to build a strategy to bring her to your show and convert her into a client.

If you could fill your audience with your ideal clients who want exactly what you offer, how would that change your life?

What could that pipeline of leads do for your business?

Let me show you how to attract your ideal clients with a strategy.

Join me for this free training:

How To Attract Your Ideal Clients

And Make Money With Your Podcast

Saturday, April. 29^th

8 AM Pacific Time, 10 AM Central Time

Register at www.PodcastTalentCoach.com/workshop.

You will discover the exact step-by-step process to attract your ideal clients and drive your business. At the end, I'll invite you to get more help with my Audience Explosion Blueprint.

But, this isn't an empty webinar. It is a training where you will walk away with a blueprint to grow your audience.

Let's build your strategy. Carve out 60 minutes, and join us for this free training.

Get registered at www.PodcastTalentCoach.com/workshop.

I can't wait to see you there.

If you don't have a mentor who can take your hand and walk you every step of the way, go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. We will develop your plan and see how I can help and support you to achieve your podcast goals.

Most podcasts don't grow, because they lack an audience growth strategy. And if the host does have a strategy, they are probably making it more difficult than it needs to be.

To grow your audience, you need to do 2 things – Attract new listeners and keep them coming back for more.

WHY DO WE PODCAST?

When coaches come to me for help with their shows, one of our first steps is to determine where they are today.

Why do you have a podcast?

The answer to that question varies. The most common answer I hear is impact and influence. Coaches want to leave their mark on the world.

One coach told me, "If we are able to generate leads, that is awesome. If we are helping change people's lives, and they are reaching out to us, that would be a success. Becoming a resource is the goal."

What does success look like to you?

You may want to spread your message or make an impact. Your podcast might exist because you want to grow your influence or leave a legacy.

Having a strong "why" is an important ingredient to your success.

When you have a strong purpose, you'll find the motivation to create your podcast each and every week for your listeners. Your content will also be much more powerful.

YOUR IDEAL CLIENT

One you have your purpose, you need to define your ideal client.

You can't hit a target you can't see.

Who is your audience? You can't sell to everyone.

Get so clear on your listener that you can put a name and a face to the avatar. Once you have the picture of that individual, you can filter your content specifically for your ideal client.

WHY YOU DON'T GROW

There are 4 reasons podcasts don't grow. Those four reasons are lack of new listeners, a podcast that is not engaging, a show that is not unique, and a podcast that doesn't get listeners to return episode over episode.

To get grow your audience, execute the 3 Ps that bring people to you. Those 3 Ps are promotion, programming, and personality. They conquer the four reasons you aren't seeing growth.

Build your strategy around these three pillars.

PROMOTION

The first is Promotion. How will you get in front of new listeners? You need to find people who are not yet in your world.

This conquers the first reason you aren't growing. Get new listeners.

When coaches come to me struggling to grow their audience, this is my first question. What are you doing to grow the audience.

Those coaches typically tell me they email their list and post on social media.

Those people already know you. If they were going to listen to your podcast, they would already be listeners.

There are many ways for you to get discovered by new listeners.

You can find a new audience by appearing on other podcasts, getting on YouTube (one of the largest search engines in the world), appearing on stages like summits and conferences, getting people to refer your podcast, getting mentioned in newsletters and more.

Greg Payne is the host of the grandpa.us">Cool Grandpa podcast. When we started working together, Greg needed a strategy to grow his audience.

We worked to find other experts who were already speaking to grandpas. I encouraged him to think big and reach out to some big names.

Sure, he got turned down quite a bit. But some landed.

He started connecting with a variety of influences. Within a month, Greg doubled his downloads.

Then one day, Greg was featured in an grandparent-how-to.html">article in the New York times. That one opportunity to get in front of his ideal listener earned him a month's worth of downloads in one weekend.

That's what a strategy can do for you.

Select a couple of these tactics that you enjoy and can do consistently. Then, take action.

PROGRAMMING

Once you get in front of people, you need to get them to your show.

Your engaging programming, or content, will attract your ideal clients.

This conquers the second reason you aren't growing. Be engaging by asking for engagement.

Get 75 ways to create engagement at www.PodcastTalentCoach.com/engage.

Rather than inviting the audience to listen to your show, get them on your email list. Offer a lead magnet in exchange for the name and email address.

Once they are on your email list, you can nurture the list and invite them to listen each time you release a new episode.

Again, be consistent. Emailing your list is important to bring those new email subscribers to the show.

If people got on the email list from the podcast, sending an email to the list won't grow the show. Get new people on the list and email with each new episode.

PERSONALITY

There are two sides to the audience growth equation. First, get in front of new listeners and bring them to your show. We did that with promotion.

The other side of the equation involves bringing your listener back episode after episode.

This conquers reasons three and four why you aren't growing. Be unique and keep them coming back.

If you don't bring your current listeners back, all the promotion in the world won't grow your audience. It's like putting water in a bucket that has holes in the bottom.

Your listeners come to your podcast for your content. They come back and stay for you, your story and your personality. This is what makes you unique.

Artificial intelligence has the information market cornered. Your podcast can't survive let alone grow by providing information alone.

To separate yourself from the pack, and survive the A.I. wave, infuse your content with your story and personality. It is the only thing that can't be copied.

YOUR GROWTH STRATEGY

Now it's time to build your growth strategy. It will be unique to you and your podcast.

First, select two or three promotion tactics. These should be tactics that you both enjoy and will do consistenly.

Get in front of new listeners. Get discovered.

Next, deliver great content that super-serves your ideal client. Your content attracts people to your show.

Finally, infuse your content with your story and personality. It is the only way to separate yourself from the rest of the pack and create a unique podcast.

YOU ARE THE STRATEGY

Those are the three steps to your strategy. Your promotion, programming and personality.

Don't make it harder than it needs to be. Be intentional. Be consistent. You'll see growth when you consistently implement your strategy.

CHALLENGE

One big reason coaches struggle to grow their audience is because they lack a mentor who has been there and can show them the way.

I would love to give you a call with me as my gift for being a listener. If you are a coach who would like to use your podcast to attract your ideal clients and grow your business, let's talk.

I have set aside a few spots on my calendar for these calls. If you would like one, you can apply at www.PodcastTalentCoach.com/apply. Let me help you build your strategy as my gift to you.

You can apply go to www.PodcastTalentCoach.com/apply. Just 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.

Podcasters often ask me how long their podcast should be. It isn't as easy as most would like. We'll get into that along with other questions like the legality of using TV audio on your show, finding intro music, and how to record.

If you have questions, you can always email me at Coach@PodcastTalentCoach.com.

INFLUENCE TO INCOME

Before we start, I'd like to remind you that early bird registration for Influence to Income is open.

Right now more than ever, your voice matters. Because you and your message are unique.

I am teaming with two other podcast experts to help you build your message, marketing and monetization for your podcast. Let's market your message and make money with your show.

Are you ready to go from being the best-kept-secret in your niche to the epicenter of your industry?

Now's the time to make podcasting profitable. Master our proven blueprint that will ensure you build a profitable podcast.

Join us for this powerful, 3-day event to build your podcast profit roadmap. It's Influence to Income.

This roadmap will save you time, build your wealth and give you the freedom you've been seeking.

Visit PodcastProfitsWorkshop.com and register today.

Remember, your podcast is the catalyst for your influence. And your influence is the key to your income.

Influence to Income happens September 22-24, 2023. We will be live from Austin, Texas. But, you can join virtually from anywhere.

Early bird pricing is available now if you register before the deadline. You will save a ton.

This powerful, 3-day event will show you how to grow your audience, income and impact.

If you've had little success finding ways to attract your idea clients and generate income with your podcast, this is the event you need.

Get all the details at PodcastProfitsWorkshop.com and register today.

We can't wait to see you there.

Let's get into the questions.

HOW LONG SHOULD IT BE?

If my podcast episode usually take 50 minutes to a hour typically. I have episode with a special guest it went longer for a total of two hours because guests wanted to keep going . Do I just post the episode as normal or cut it into two parts for two episodes?

-Robert

There isn't a clear answer to these questions. Before you decide, consider a few things.

First, there is no magic length to your episode. A study of the top 200 podcasts in Apple Podcasts show 50% are longer than an hour and 50% are shorter.

Radio coach Valerie Geller says, "There is no such thing as too long, only too boring." Ensure your podcast is engaging regardless of length.

Next, be consistent. People like what they know and know what they like. Humans are also creatures of habit.

Deliver a consistent length to build habit.

Finally, break the rules when necessary.

If the interview is so engaging that listeners won't be able to turn it off, publishing the full episode won't be a concern.

However if you are working to grow downloads, leaving an open loop will get listeners coming back for the next episode. This will help drive downloads.

If you cut it into two parts, do 3 things.

One … cut at a natural spot, so each episode can stand on its own.

Two … clearly label part one and part two.

And three … be aware that some people will not consume both. Include your call to action in each of the episodes.

TV AUDIO

Can I use audio from TV shows on podcasts without infringing copyright? We recap a reality TV show and we'd like to use a little bit of audio from the show here and there.

-Carla

The short answer is no.

TV audio is copyrighted just like music, books and another other content.

In radio, we would use audio drops from TV shows and movies. The copyright holders of that material soon had their attorneys contacting big radio companies to inform them of the copyright issues.

We had to remove all of those pieces from our imaging and production.

THE FAIR USE QUESTIONS

When it comes to copyright questions, there is a term that people like to use when discussing this issue. It is Fair Use.

According to the U.S. Copyright Office, Fair Use is a legal doctrine that promotes the freedom of expression by permitting the unlicensed use of copyright-protected works in certain circumstances.

The Copyright Act identifies certain types of uses—such as criticism, comment, news reporting, teaching, scholarship, and research—as examples of activities that may qualify as fair use.

It also identifies four factors in evaluating Fair Use.

1. Purpose and character of the use, including whether the use is of a commercial nature or is for nonprofit educational purposes

2. Nature of the copyrighted work

3. Amount and substantiality of the portion used in relation to the copyrighted work as a whole

4. Effect of the use upon the potential market for or value of the copyrighted work

The thing to remember is that anyone can sue you for copyright infringement regardless of your claim. You'll need to spend the money to fight it in court.

Just like most governmental laws and regulations, there are other questions and exceptions. In addition to the four factors mentions, the courts may also consider other factors in weighing a fair use question, depending upon the circumstances.

Do you want to go through the headache of a court battle that isn't black and white to prove your Fair Use? Or, would you rather just play it safe and find another strategy?

INTRO MUSIC

We are looking to find intro music. Where should we look? How does it work?

-Jackie

As we just discussed, do not use any music that is copyrighted if you don't have permission.

Many think they can simply get permission from the band to use a piece of music. That's not typically the case.

If music is published on a legitimate record lable like Columbia or Warner Brothers, there are many people who have rights to the music.

The biggest rights holder is the publishing company. They own the composition.

Then you have the performer … all of them. The producer may have rights. Often, the record company has rights.

Many times the band didn't write the music. You'll need permission from every involved in the writing.

Getting permission to use music from a traditional publisher is difficult.

Instead, look for royalty free music.

Royalty free music refers to a type of music licensing that allows the purchaser to pay for the music license only once and use the music for specific reasons for a length of time.

It is best to find royalty free music for your specific use for an unlimited length of time.

I typically use Bandcamp by Jewel Beat. You can find a link to that at https://podcasttalentcoach.com/royaltyfree. I have no affiliate relationship with them. I just find them inexpensive. Many are around $2.

There is also PremiumBeat.com and StockMusic.net. However, many of these sites charge $40 or $50 for a piece of music. It comes with different permissions and uses.

If you have questions regarding how to create your custom theme and intro, my friend Rick Stewart has put together a great guide. You can get it for free at www.PodcastTalentCoach.com/theme.

There are many other options. Just search Royalty Free Music. You'll find options.

USING AUDACITY

I'm in the process of getting my podcast started, but I'm nervous about recording because I am not tech savvy. What are the best apps/recording equipment for a beginner like me? I downloaded Audacity, but even that seems daunting.

-Jasmine

You're not alone. I get questions like this a lot.

Audacity looks menacing. Once you start using it, the software is quite simple.

As you edit audio, you'll use the same commands you use when editing a Word document. Copy, paste, delete and insert are all there.

You can use separate tracks to layer your audio. The tracks can be dragged forward, backward and to other tracks.

When the project is complete, you simply export it as an .mp3. This is just like saving your Word document as a text file or exporting it as a .pdf.

To quickly learn Audacity, I suggest you hit record and start. Document what you are doing by saying it right into the mic. Say things like, "This is what I sound like when the mic is at 60 degrees to my right. This is what I sound like when I'm touching the mic."

When you listen back to the audio, you can tell exactly how your actions affect the audio.

If you want to see a video I did on using Audacity, you can watch it by visiting www.PodcastTalentCoach.com/Audacity.

Do you have questions? You can email me at coach@podcasttalentcoach.com. I'll do my best to answer your questions here on the show.

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.

The introduction of your podcast is probably the most critical part of your show. A custom intro takes it to a whole new level.

A typical listener will give you between 90 seconds and a few minutes to entice them to stick around. Don't blow it. You can't catch up to a slow start.

When you create your intro, tell your listener how they will be better after listening to an episode. Your listener is asking, "What's in it for me?"

A custom intro adds show biz. It is unique to your show. And, it can be very affordable.

The opening of your show will have 2 or 3 parts. You can use a highlight clip from the show, which is optional. It will be followed by the voiceover introduction of the podcast. Finally, you will give the introduction to this particular episode.

HIGHLIGHT CLIP

A sample highlight clip isn't required. If you plan to use a clip to tease the episode, you need to do it properly. A teaser clip should create some anticipation. 

If you are going to use a highlight clip from the episode at the beginning, be sure to open a conversation loop. It should open the loop that needs to be closed by listening to the show.

Tease the content to come by creating some intrigue. Make your listener want to stick around. If you can't do this, don't use a clip.

VOICEOVER

The voiceover intro is the part that is the same on every episode. This piece should tell your listener who you help, what you help them do and why.

You do not need to structure it in those exact words. However, your intro should answer those questions.

Your custom intro should always include a voiceover. This could be you or a professional voice talent.

EPISODE INTRO

The intro to your episode changes for each episode. This tells the listeners what makes this particular episode special. It is like the table of contents for the episode, similar to an introduction to a speech.

Your custom intro for every episode needs to capture the attention of your listener and get them excited about the content. Start strong. Set the stage. Suck in your listener. Give her a reason to care.

You cannot catch up to a slow start. Be sure to edit your intro. Keep it short. Let your episode intro give your episode momentum.

Don't coast and wander your way into the show. Start quickly. 

TEMPLATE

The voiceover introduction is the one piece that remains constant on each episode.

I have built a fill-in-the-blank template to help you create your custom intro. Get your podcast introduction template at www.PodcastTalentCoach.com/intro.

RICK STEWART

On this episode, I want to show you how you can get your own custom theme music and voiceover without breaking the bank. He helps podcasters create their custom intro that is unlike any other podcast.

Rick Stewart founded his own Jingle Company right out of college. He eventually moved to Nashville and spent years singing backup on recordings for Country Music Icons and Christian Artists.

Rick has partnered with his son T.J. to create custom themes and voiceovers for podcasters. T.J. is a multi-instument musician and music producer. His writing and producing skills are amazing.

Rick combines his skills in writing and producing jingles, and years of professional voiceovers, with T.J.'s mastery of writing, performing and producing music to create amazing custom intros and themes for your show.

You will discover why you need a powerful intro, why a custom intro is so important and how to get started.

Enjoy my conversation with Rick Stewart.

GET STARTED

Big thanks to Rick Stewart for being on the show today.

Be sure to grab your free Themes and Voiceovers Guide at www.PodcastTalentCoach.com/themes.

Don't do another podcast until you get this free guide to create your custom intro.

You will discover how to create a custom intro for your podcast to immediately hook your listeners.

This guide will help you sound like a podcast pro. Your podcast intro will match your brand.

That "show biz" factor will add instant credibility to your podcast.

The best part … you'll own it forever. No royalty fees. You won't need to worry about somebody else using your music. It is your theme.

Get the guide at www.PodcastTalentCoach.com/themes.

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.

On this episode, we're going to answer a few questions from podcasters. We will cover income from ads, giving up on a dud podcast, what time is the best time to publish, and if you should have a co-host.

SPONSORS FOR INCOME

How soon is too soon to reach out to potential sponsors? My podcast is still young and I’m only getting about 200 downloads a week between YouTube and podcast platforms.

-Landon

THE CEILING

If you have listened to Podcast Talent Coach for any length of time, you know I am not a fan of sponsors on your podcast. But, let me give you some facts and data to back that up.

First, people are fleeing traditional media to escape the crazy, long commercial breaks.

Radio has typically reached most of the population in the United States. In 1998, radio reached over 95% of Americans over the age of 12 each week. In 2011, that reach was 2-Radio.pdf">down a bit to 93%. 

According to Neilsen Media Research, in 2020, that percentage dropped to 83%.

The audience is getting fragmented.

How many ads can you possibly include on your podcast. I listen to Marketing with Brendon Burchard. He has 3 or 4 minutes at the beginning, a few more in the middle and 3 or 4 again at the end. I skip them all.

Even if he sells 12 commercials in his show, there is still a ceiling on the revenue he can generate. Why would you cap your revenue.

But, that isn't even the most compelling reason to avoid ads and sponsors.

CPM MINIMIZES YOUR INCOME

This is the wrong strategy, because it is a race to the bottom for the cheapest rate.

According to Influencer Marketing Hub, when it comes to podcast advertising, there are different ways that the pricing can be structured. Most commonly, it will be a fixed rate or calculated using the cost-per-mille (MEE-luh). CPM is cost per mille or cost per 1,000 listeners.

According to AdvertiseCast.com, here are the average rates based on orders within AdvertiseCast's marketplace. Please note these are marketplace averages.

As of today, 30-second CPM is $18. 60-second ad CPM is $25.

According to a2cd-11ed-80b4-13a89e04cee4.html">Inside Radio, the average podcast CPM dropped 12% in January, 2023. This was not due to seasonality. This was down 12% compared to a year earlier.

THE BETTER PATH

Instead of wasting your time and spinning your wheels trying to find sponsors to pay you a few dollars for your ad, sell your own products or services. You could also look for affiliate relationships to generate money.

Are you sick of not making the money your deserve?

Did you launch a podcast hoping it would increase your influence, but heard nothing but crickets?

Are you frustrated spending a lot of time, energy and money trying to get noticed with very little to show for it?

You're not alone. The sad news is that most podcast journeys end before they ever get started. Many shows fade away by the 7^th episode.

In fact, studies show over 50% of all podcasts have stopped publishing new episodes. These stats definitely don't support your intentions to grow your reach, generate leads and enroll new clients!!

I get it.

Here's the secret, it's not what you know. It's who knows you.

You won't get known using information alone.

Artificial Intelligence now owns information. It's distrupting everything, and it's growing at lighting speed.

It's your influence that will create your impact. And your impact creates your income … simply by BEING Authentically You.

AUTHENTICITY

That's great news because, I'm going to let you in on a secret.

Influence is the key to income. and your podcast can be your greatest asset!

Podcasting is about giving you a platform for your authentic voice, to share your message and make an impact.

Podcasting is exploding, and there aren't any signs of it slowing down.

Not even AI will slow it down. Because, your authentic voice & your influence can't be replicated.

The one thing you need for your podcast is a proven blueprint that grows your audience, influence and income quickly and easily, without wasting your time, effort and money.

With a step-by-step blueprint, you won't end up like hundreds of thousands of business owners with an under-performing, or worse yet, long-forgotten podcast.

INFLUENCE TO INCOME

Let me help you get on the path from influence to income.

I am teaming up with two amazing experts in the podcast industry for a powerful event the help you implement the fastest path to profitable podcasting.

Dr. Fred Moss has 4 decades of experience in the mental health industry. He has been helping people become their most authentic self, define their purpose, and find their true voice so they could get out of the "traditional medical system" and begin living a life they love.

Dr. Fred will show you how to craft your message and do it in an authentic way. He is our message expert.

Tony Guarnaccia has 25 years in the digital space. He has managed $400 million dollar marketing budgets, been named Google Partner of the Year, and grown a dozen Fortune 500 companies like Ford, ADP and Auto Nation.

Tony is the marketing guy that helped launch Google Radio and YouTube ads.

He is the real deal and is our marketing expert.

And as you've heard before, I've spent 35 years building successful radio stations and coaching successful radio shows. Over the last 10 years, I've been helping business owners just like you use podcasting to grow revenue.

I will help you create your profit framework and get clear on monetization.

Influence to Income is all about message, marketing and monetization.

Between the 3 of us, we have transformed the lives of hundreds of thousands of people, impacted over 10,000 businesses, and generated millions of dollars in revenue using our expertise in messaging, marketing and broadcasting.

Join us at Influence to Income and get your podcast profit roadmap built.

UNIQUE

Right now more than ever, your voice matters. Because you and your message are unique.

Let's market your message and make money with your podcast.

Are you ready to go from being the best-kept-secret in your niche to the epicenter of your industry?

Now's the time to make podcasting profitable. Discover our proven blueprint that will ensure you build a profitable podcast.

Join us for a powerful 3-day event to build your podcast profit roadmap.

This roadmap will save you time, build your wealth and give you the freedom you've been seeking.

Visit PodcastProfitsWorkshop.com and register today.

Remember, your podcast is the catalyst for your influence. And your influence is the key to your income.

Influence to Income happens September 22-24, 2023. We will be live from Austin, Texas. But, you can join virtually from anywhere.

Early bird pricing is available now if you register before the deadline. You will save a ton.

This powerful, 3-day event will show you how to grow your audience, income and impact.

If you've had little success finding ways to attract your idea clients and generate income with your podcast, this is the event you need.

Get all the details at PodcastProfitsWorkshop.com and register today.

We can't wait to see you there.

IS MY SHOW A DUD?

Need some advice (for context I have a very small podcast audiance like average 20 regular listeners) I'm about 19 episodes in and I just have a feeling the show may be a dud. My question isn't really about growth. I'm wondering what you do to get past the thoughts of just scrapping a show and starting fresh.

-Michael

Why are you doing the podcast?

If you are trying to attract clients and generate income, focus on quality over quantity.

Do you enjoy doing the podcast?

If so, keep your head down and do the work for the first year. You can evaluate at that point.

What are you doing to actively attract new listeners?

You can't simply post on social media and email your list. Those people are already aware of your show.

Find new audiences and invite them to the show.

With 19 episodes, I imagine the show hasn't even had 5 months to build an audience. Your audience only grows with dedicated focus.

Give it time, and build relationships.

WHAT TIME?

What time do you usually publish your podcast? I have a show 2-3 times per week and I generally have it scheduled to publish right after midnite (12:05am each time). I'm thinking that I'd probably be better off publising in the early morning (6 or 7am EST)

-Patrick

The time of day doesn't matter.

One of the strengths podcasting enjoys is being on demand. Poeple listen when it is most convenient for them.

Your podcast isn't like a television show that succeeds because it airs Thursdays at 8pm rather than Saturdays at 9pm.

It is more important to be consistent. Be there at the same time every week.

I listen to my favorite podcast every Saturday while I'm working around the house. He publishes that show on Fridays.

I have no idea what time it is released on Fridays. And it doesn't matter. Changing the time won't get me to listen on Friday. My days is Saturday.

Don't worry about the time. Just be consistent. Develop a habit in your audience.

ALONE OR CO-HOST

I've been going through a lot of back-and-forth about whether to do a podcast alone or have a co-host (or just have invited guests). I recorded myself this week just to see what it sounded like and it felt a little dry to have it just be me talking on the subject. Just wondering how you ultimately made a decision about this.

-Rebecca

One great thing about podcasting is flexibility. It is your show. If you want to change mid-stream, change.

There are no rules that say if you do a solo show it must always be a solo show.

Experiement with a few styles.

Try a solo show. Bring in a co-host to see how it feels. Interview a few people to see if you like it.

After 50 or 60 episodes, you'll get into a rhythm and discover which you like best.

This podcast was a solo show for the first 275 episodes. It was then that I decided to start interviewing people.

When you are doing a solo show, talk directly to your ideal listener. Have a conversation with that person.

When you talk to your listener, it will give your show more energy and connect with your audience. You won't sound so flat.

Don't feel like you are locked into one style or format. Change when you're ready to change.

Above all, don't let it hold you back.

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.

We often get stuck trying to start our next thing. Sometimes we don't know where to start. Other times we let the tech derail us. There are times we spend too much time learning and preparing.

Most of the time, we don't start because we fail to determine the right next step and take action.

Action, any action, is so powerful. One step will lead to the next.

My mentor always says, "If you wait for all of the lights to turn green, you will never press the gas pedal." Perfect conditions rarely happen.

Take the first step and start the next thing.

START A PODCAST

TaVona Denise wanted to launch a podcast to grow her coaching business.

She was looking for a solid plan and foundation for growth. Her idea for the podcast would transform the people working in the healthcare industry. Tavona just needed help with content strategy, structure and launch.

TaVona didn't know where to start.

She told me she had the idea for awhile, but would always back out. Figuring out what to talk about always stopped her in her tracks.

TaVona is a Physical therapist by trade. After leaving the traditional job, she had been doing burn out coaching for other therapists. She would help them start their wellness coaching business.

There lies the issue. She had the idea for awhile, but didn't take action.

Once we talked, we followed the step-by-step plan and launched in 30 days.

TaVona has since pivoted the show. Instead of helping healthcare professionals start their coaching business, she now helps entrepreneurial women launch their next course, program or big thing.

The plan wasn't perfect out of the gate. She got started and refined along the way.

START GROWING A MEMBERSHIP

Mary Elaine Petrucci helps women in the sandwich generation. These women are taking care of their family while also caring for an elderly parent or family member.

Mary Elaine's goal was to grow her caregiver conference. She was also starting an evergreen program and membership.

Her ultimate goal is to start a family foundation to advocate for health care needs.

Mary Elaine said she had been on my list longer than she could remember. She just needed to start.

Around Christmastime, Mary Elaine launched her podcast. She started doing interviews over the next 4 months.

Unfortunately, full-time work and working on the conference took her away from the podcast. She couldn't find the time to start again.

Mary Elaine finally called me in September. It was 9 months after starting and 6 months spinning her wheels trying to figure it out.

We worked together and got her show back up and running. The podcast now promotes her conference, which she has put on a few times. She also now has a membership site as well.

It all happened because she took action. Determine the next step and start.

ATTRACTING CLIENTS

Gobinder Gill is an expert in equity and diversity. His idea for a podcast would interview someone in HR or diversity. He would discuss the important workplace issues around diversity, equity and inclusion.

The goal for podcast with Gobinder was to get the audience to understand the importance of diversity as an investment, not hinderance.

Ultimately, the podcast would promote his business and educate employers. He does keynote talks, seminars, workshops, and other events. Gobinder was working to get referrals to grow the business.

He also understood that the podcast could build his credibility. He would be able to demonstrate his authority and be known as someone who knows what he is talking about.

Gobinder just didn't know where to start. He was doing a million things.

He started in radio back in the day. Gobinder eventually spread out in journalism, writing for papers and working in television. He wrote a book called Achieving Prosperity Through Diversity. Then, he got into film working behind the scenes.

Oh, and Gobinder had over 300 blog posts on his website.

As you can imagine, his challege was focus. Where does he start?

When I asked him why he hadn't started the podcast, Gobinder told me, "There is always tomorrow. There is always something else. When do I do it?"

After working together, we got him focused on the step-by-step process and launched his podcast in 30 days.

He is now well on his way to building his authority, getting speaking gigs and landing clients.

It all started with taking action.

WHERE DO YOU START?

On the show today, we talk with Cindy Burns about starting.

Cindy wants a podcast that will lead listeners into her membership. But, how can she convert those listeners into paying members? Where does she start?

We talk about promoting in groups without getting kicked out for promoting.

She is looking for great ideas to grow, like referrals and sharing.

Most of all, she wants to know to get listeners and how to convert them to clients.

We talk about the Podcast Fast Worksheet. You can dowload the worksheet and accompanying video at www.PodcastTalentCoach.com/launch.

When you are done with this episode, take action. Determine your next step and start.

START TODAY

What is your next big thing? Determine the first step and take action.

Don't wait for perfect conditions. You'll be waiting forever.

If you wait for all of the lights to turn green, you will never press the gas pedal. Perfect conditions rarely happen.

You can always pivot down the road. Your first idea is never your best idea.

But, you need to get through the first idea to get to the next and eventually get to the best idea.

Take the first step and start your next big thing.

Do you need help taking that first step? Let's talk.

Go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. It is my gift to you. No charge.

We will determine your ideal outcome, develop your plan and see how I can help and support you to achieve your podcast goals. Most importantly, we determine your next step to get you to start.

Go to www.PodcastTalentCoach.com/apply, click the button and apply. I can't wait to talk to you.

ChatGPT is all the rage. It's also the reason why you now matter even more than ever.

As an oversimplified definition, Chat GPT uses artificial intelligence like Siri on your iPhone or your Alexa smart speaker. It is just much more powerful.

GPT is short for Generative Pretrained Transformer.

We'll get into a deeper definition in a bit.

What I want you to understand is the impact it will have on your podcast.

NOT ALL INFO

Your podcast cannot simply be information. ChatGPT has nearly all the information anyone could ever need. It is the depth of the internet with the conversation of Alexa.

It was an early Monday morning in March of 1995. I had just started my new job as Program Director of an alternative radio station in Lincoln, Nebraska.

I was standing in the jock lounge. It was basically an open room with a countertop around the perimiter. All the DJs kept their stuff in there.

Sitting on the countertop was a big, bulky, desktop computer. It was primarily used to schedule music logs for the stations.

However, this particular computer was connected to the World Wide Web. The mid-90s was when the internet really started taking off.

We would pull up a site called Webcrawler. It was the first search engine to be widely used. It was also the first to fully index the content on web pages.

One of the primary investors in Webcrawler was Paul Allen of Microsoft. But, we'll get to that connection in a minute.

As we played with Webcrawler, we could find anything we wanted. I typed in all sorts of words and phrases to see what would come up. Baseball, bullfrogs, blues music. It was all there.

IT'S ABOUT TO CHANGE

And that's when I realized the world was about to change. The Encyclopedia Britannica set and the World Books we had in the basement of my mom's house were no longer relevant.

Why would I search the encylopedia when I could use Webcrawler?

Now, I know you're probably thinking the use of an encyclopedia sounds ludacris. Or I just sound old. Either way, it was the dawn of a new day.

This also meant my radio show could no longer be the interesting bits of trivia or music news I typically shared. I would need to serve my listeners something Webcrawler couldn't.

That something turned out to be me, my story and my personality. Webcrawler couldn't copy that.

Rather than sharing the tidbit that Bob Mould was once a member of Husker Du and then of Sugar, I needed to talk about the strange sounds coming from the apartment next door last night or the time Ozzy Osbourne wouldn't stop talking to my girlfriend.

Thanks to Webcrawler and the World Wide Web in 1995, it was indeed a different world and time for a new approach.

HERE WE GO AGAIN

And that's where we are again today.

ChatGPT has the information. If you are only serving information on your podcast, you are the new version of the Encyclopedia Britannica.

This new artificial intelligence tool can serve up the exact same information you are delivering. Only ChatGPT does it in less time.

Let's say you teach how to write code for computers. I can ask ChatGPT how to write computer code. ChatGPT can now only write code, it can debug it.

You need to move into your new world.

Share your story. Give listeners your personality. Build relationships. Offer something more that ChatGPT cannot give your audience.

WHAT IS CHATGPT?

So, what is ChatGPT?

ChatGPT is an artificial intelligence chatbot developed by OpenAI. They are a startup based in San Francisco. The company was co-founded in 2015 by Elon Musk and Sam Altman.

OpenAI also has other backers and investors. One of those investors happens to be Microsoft, just like Webcrawler.

The OpenAI website says, "We’ve trained a model called ChatGPT which interacts in a conversational way. The dialogue format makes it possible for ChatGPT to answer followup questions, admit its mistakes, challenge incorrect premises, and reject inappropriate requests."

In regular language, the tool is like Alexa on steroids. It is capable of taking inputs from users and producing human-like responses. The thing that makes it different is the ability of ChatGPT to learn and adjust according to the conversation.

is-chatgpt-viral-ai-chatbot-at-heart-of-microsoft-google-fight.html">CNBC asked ChatGPT to give its own description. ChatGPT said it is "an AI-powered chatbot developed by OpenAI, based on the GPT (Generative Pretrained Transformer) language model. It uses deep learning techniques to generate human-like responses to text inputs in a conversational manner."

Microsoft isn't simply an investor in the company.

According to Fox Business, Microsoft has added the technology to its products, including search engine Bing.

GARBAGE IN, GARBAGE OUT

ChatGPT does have some serious limitations. The biggest concern is misinformation and infringing on intellectual property.

ChatGPT is trained on a vast compilation of articles, websites and social-media posts scraped from the internet as well as real-time conversations. As you know, the information on the internet isn't always perfect. Therefore, the information coming out of ChatGPT also isn't flawless.

According to Business Insider, Chat bots like GPT are powered by large amounts of data and computing techniques to make predictions. Those predictions string words together in a meaningful way.

These chat bots not only tap into a vast amount of vocabulary and information, but also understand words in context. This helps them mimic speech patterns while offering up an encyclopedic knowledge.

It's just like my day with Webcrawler.

Unlike most chatbots and your Alexa, ChatGPT remembers previous prompts given to it in the same conversation. It learns as it goes.

ChatGPT has the ability to log context from earlier messages in a thread. The tool can then use that information to form responses later in the conversation.

Inputs are filtered so potentially racist or sexist prompts are dismissed. OpenAI believes this should prevent offensive outputs from being presented to and produced from ChatGPT.

Although the core function of a chatbot is to mimic human conversation, ChatGPT is versatile. For example, it can write and debug computer programs, compose music, and write student essays. ChatGPT can answer test questions, write poetry, and simulate an ATM.

Can you see where the concern might come in?

The tool has sparked concerns over potential abuses in many of these areas. Students have already used ChatGPT to generate entire essays, while hackers have used it to write code for the bad guys.

GETTING BIGGER

It's only getting bigger.

ChatGPT is growing faster than any other app.

By January 2023, ChatGPT had amassed 100 million monthly active users. That was only two months into its launch. That skyrocking growth also made ChatGPT the fastest-growing consumer application in history, according to UBS.

It took TikTok nine months to reach 100 million users. Instagram didn't hit 100 million for two and a half years.

If you have an Open AI account, you can try ChatGPT for free while they test it and it learns.

Find OpenAI at OpenAI.com.

MORE YOU

So, how do you stay relevant on your show?

There are 3 ways.

STORIES

First, tell stories. Everything interesting is about people.

Stop teaching your six steps to success. Be you. Share something as if you were telling your best friend.

Stories sell. People remember stories. Stories make you human.

It is also the most powerful way to build relationships.

PERSONALITY

Next, let your personality shine.

You don't need to be Howard Stern or Gary Vaynerchuk. You just need to be you.

Stand for something and stand out.

If I asked a group to rate you on a one to five scale and they all gave you a three, you would be dead in the water. Three means I could take it or leave it. I really have no preference.

Lots of fives and lots of ones mean you are making people care.

Get noticed.

AUTHENTIC

Finally, be authentic. Don't try to be someone or something you are not.

When I was coming up in radio, I learned this the hard way.

It was a few years before the Webcrawler incident. I was doing nights at that same radio station. We had just signed it on a few months earlier.

It was late afternoon and I was sitting in the office of my Program Director for my weekly show review. We would review a recording of my show once a week to help me improve.

Her office was right next to the studio. My show started at 7. We were meeting at 4.

As the tape played, it was a typical show. Nothing crazy. Same sorts of breaks I always did.

Melinda sat there listening, not saying anything. She was just taking it in.

Finally, she reached over and turned it off. She looked at me and said, "When are you going to start being yourself?"

I asked her what she meant.

She said, "You are using all these phrases and words and cliches that the guys on the rock station use. That's not you. It's not even our station. Why don't you leave that to them and just start being real?"

Now, I worked on the rock station before moving over to this one. So I still had a little of the rock in me. But the truth is... that wasn't me then either.

That was the night I started sharing my authentic self on the radio. It was also the day my radio career started to take off.

Instead of being a poor imitation of some other DJ, I was now crafting my own personality. It was something nobody could copy. I was becoming one of a kind.

YOUR CHOICE

You can do it as well. Just be true to yourself.

So, now you have a choice. You can continue to deliver information episode after episode and end up fading away like the Encyclopedia Brittanica. Or you can share a little bit of you on every episode and build long-lasting, powerful relationships with your listeners.

If you would like help developing stories for your show, grab my Story Development Worksheet at www.PodcastTalentCoach.com/story.

Developing your personality is a little more involved. I would love to help you walk through that process.

We can talk about that during your Podcast Strategy call. It is my gift to you. No charge. We just develop a powerful strategy for your show.

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.

It sounds so easy. So, why is it so difficult to create a profitable podcast?

The gurus make more money by making it sound quick and easy for you. The truth is... It is easy to understand.

However, the implementation becomes difficult when you are trying to do it yourself without a step-by-step system.

Get the full details and enroll in Podcast Proftis Accelerator at www.PodcastTalentCoach.com/accelerator.

YOUR PROFITABLE SYSTEM

On this episode, I am going to give you the 6 steps to build a profitable podcast.

Just keep in mind that it will take diligent, consistent effort to reach your goals.

These 6 steps will sound easy. You will find yourself saying, "Everybody knows that, Erik. This doesn't sound like magic."

That's because it isn't magic. It is a system.

Stop throwing things against the wall to see what sticks. Instead, Focus.

Follow one course until successful.

At the end of this episode, I will invite you join me in a program that will walk you through this entire system to create your profitable podcast.

WHERE TO START

Let's dive into it.

There are 6 steps to build a profitable podcast.

Your podcast allows you a great opportunity to demonstrate your authority while talking about a topic that you love. How great is that?

If you structure the focus of your podcast properly, it can be an amazing tool to drive your business and generate revenue by building rapport.

Using what I learned attaining my Masters in Business Administration, I have spent the last 30 years in radio refining how to create effective marketing campaigns to attract listeners and clients alike. I have used those skills to teach podcasters how to do the same since 2013.

Publishing a podcast is a powerful way to let your potential clients to get to know, like and trust you.

Your content helps build your authority in your niche and turn you into an influencer.

Rapport and authority are critical pieces of a profitable show.

But, how do you get noticed? How can you stand out in that sea of sameness?

CHALLENGES

The three big challenges podcasters face when building a profitable podcast are ...

- They make it more complicated than it needs to be.

- Coaches have a poor strategy to attract their ideal clients and make money with their podcast.

- They have no mentor to show them the way and hold them accountable. They simply don't know where to start.

Let's talk about how you can easily overcome those three big challenges.

TOO COMPLICATED

The first challenge I mentioned is that podcasters often make it more complicated than it needs to be. Simplify the process.

There are 6 steps to creating a profitable podcast.

First, define your platform. Who you help, what you help them do and why.

Next, grow your audience.

Third, create great content.

Next, shape that content in a way that builds trust with your audience.

Then, give your listeners a resource to help them overcome their struggles.

Finally, offer them additional help where they can pay you, and then convert clients.

6 steps. It doesn't need to be any harder than that. Streamline your process and make it simple. Don't overcomplicate it. And stop chasing sponsors.

ATTRACT CLIENTS

One of the big challenges I mentioned is many podcasters don't have a strategy to attract their ideal clients and make money with their content.

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

In fact, ads and sponsors are the hardest way to monetize your podcast. Don't clutter your show with ads.

Instead, use it as a powerful marketing tool for your business and attract your ideal clients rather than clients for sponsors.

Let me show you some reasons why sponsorships are the worst strategy you can take.

First, it will eat all of your time. Radio stations have full teams that spend their entire day selling ads that listeners don't want. At my last station, we had a team of 18 selling ads 40 hours a week.

Listeners are also fleeing traditional media, because there are tired of sitting through all of the ads when there were other options. Don't jump into a market that is shrinking.

Next, you only get paid once while your sponsors get paid over and over again. When you advertise for a sponsor, they pay you one time. They get paid every time a product is sold. You then need to go land another client to get paid again.

Finally, few podcasts are big enough. Studies show that it takes roughly 5,000 downloads per episode to attract the big sponsors. Less than 7% of all podcasts are at that level. That means if you are like the 93% of the rest of us, you aren't even in the sponsorship game. You need another strategy.

To make money with your podcast, you need to create a strategy that you can repeat over and over again. Focus on one strategy step-by-step until you reach success.

PODCAST PLATFORM

Let's look at each of the steps.

First, create your podcast platform. Who do you help, what do you help them do, and why?

TaVona Denise worked with me to build a strong foundation and a powerful "why" for her show "Conversations With TaVona Denise". She worked as a nurse, but no longer loved the profession. She transitioned out of nursing into a new career.

Soon, she began coaching other nurses to do the same and find the career they loved. This quickly became her purpose in life and she built her show around helping nurses launch their own businesses.

AUDIENCE ATTRACTION

Next, attract your audience.

Step two is your Audience Attraction. This step helps people discover you. You get in front of new potential listeners and show them how you can help. This is all about partnerships, attraction and engagement.

You want to find influencers who are already speaking to your ideal clients and partner with them.

Greg Payne is the host of the "grandpa.us/podcasts/">Cool Grandpa" podcast. He was around 350 downloads per month. After implementing the Audience Explosion Blueprint, his monthly downloads hit 854.

When I put this step into place with my own show, I was able to double my downloads in the span of three months. I basically doubled my audience in 90 days. That was after 275 episodes as well.

CONTENT CREATION

Step three is your Content Creation. This is what you podcast. Your content gets people to listen to your show. You content builds your authority and trust. This is how your ideal clients gets to know, like and trust you when you do it right.

Sadie and Sausha created the "Meathead Test Kitchen" podcast. They talk about content they love and interview influencers in their niche. They've interviewed Olympic athletes, MMA fighters, renowned chefs, and various other powerful people in the niche.

The two of them do it with a flair and sense of personality only these two tatooed ladies could deliver. In the first episode, you know exactly who they are and what you get. There's no holding back.

RELATIONSHIP ROADMAP

Step four is your Relationship Roadmap. People may come for your content. They keep coming back for your personality. Build relationships with your listeners.

Jedlie is one of my clients. He has the "Reading With Your Kids" podcast. Jedlie is a magician, clown and performer. He brings that personality to his show and builds relationships with his audience.

STARTING STRATEGY

Step five is your Starting Strategy. Without a roadmap, you can't hope to get where you're going. You need a strategy.

Let me show you a case study that will show you how this works.

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

As we 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.

He could demonstrate his authority on his show and gain new clients.

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

Oscar Trimboli is now the author of 3 books. He has coached, mentored and advised people in a wide range of roles from founders, CEOs and CFOs . He has also been asked to speak to leadership teams and their organizations.

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

CLIENT CONVERSION

Finally, step six is Converting Clients. This is where get your listeners to your sales conversation and invite them to work with you.

This comes in a variety of ways. This could be a discovery call, a webinar, a long form sales video, or any other conversation.

You need to find ways to have conversion conversations with your listeners if you hope to convert them to clients.

IMPLEMENTATION

Here is the problem...

Information doesn't generate change. It is the implementation that creates transformation.

The third challenge many podcasters face is that they don't have a mentor who can show them the step-by-step process and hold them accountable. They don't know where to start. Let me show you.

What would it mean to your podcast if you had an easy way to grow your audience?

What would it mean to your income if you had an easy way to connect with the big fish that were your ideal clients?

I can't guarantee you will make money from your podcast. Only you know the viability of your topic, your abilities and your willingness to work. However, this blueprint will definitely help you build a framework to see what is possible.

Creating a profitable podcast is a challenge for many. I've been there. I get it.

Let's talk about using a podcast to grow your business. You have been trying to find unique ways to build your audience and make money with your show.

Over the last few minutes we've been together, I hope you have written down a few ideas on how you might create a profitable podcast and incorporate it into your marketing plan.

You have the blueprint that can help you.

By now, you've got to know I love helping people.

You know how I communicate. You know how I teach. Let's figure out what you are doing right and find ways to do more of that.

HERE IS YOUR HELP

Here's what I know. If you want another level of success in your business, you're gonna need help. There's no way to get different results by doing the same thing.

There's no way you're gonna get to another level on your own. You need help, and I'd like to be that mentor to show you the step-by-step process.

I have created a group called "The Podcast Profits Accelerator". It is designed to help you build and implement your audience growth and podcast monetization strategy.

Let's build a profitable podcast for you.

In this program, you will...

• Grow your audience, increase your downloads and add subscribers to your podcast

• Increase your impact and influence in your niche to monetize your show

• Build a strategy that will attract your ideal clients on a consistent basis

If you want real help building and implementing this podcast profit framework, you really need to be in the Podcast Profits Accelerator.

Enrollment just opened at www.PodcastTalentCoach.com/accelerator.

This powerful group helps you clearly and easily grow your audience, increase your impact, and consistently attract your ideal clients. Learn the step-by-step process to reach your goals.

You get coaching calls, a video library, tools, templates, support and more.

3 BONUSES

BONUS: Audience Explosion Blueprint ($997 value)

BONUS: Podcast Fast Blueprint ($997 value)

AND BONUS: One-on-one coaching call with Erik K. Johnson ($250 value)

I can't wait to see what you accomplish in your business. Get enrolled today.

Get the full details and enroll at www.PodcastTalentCoach.com/accelerator.

When you conduct interviews on your podcast, how do you use those opportunities to attract clients?

Interviews create wonderful podcast content. They also provide tremendous promotion for your guest.

But, it is also possible for you to use those interviews to grow your own business.

THE GUEST

I had a coach come to me for help one time. He conducted fantastic interviews.

In fact he told me, "My superpower is the cloak of invisibility. I make the guest the star."

However, his podcast was not bringing clients into his business.

He was getting great feedback on his amazing interviews. But, that feedback wasn't turning into business.

The issue with his strategy was his superpower. I definitely want you to make the guest the star. However, you absolutely cannot wear a cloak of invisibility.

If you only prop up your guest, you can't be upset when your listeners flock to your guest. We need to find other ways to ensure we build your credibility by association with your guest.

Our solution was to interject more of him into the episodes. This would allow him to make his guest look great while also demonstrating his expertise.

YOUR EXPERTISE WITHIN

There are two ways you can incorporate more of you in the interview without taking away from your guest.

You can use pieces of the interview as you teach and tell the story. Or you can demonstrate your expertise before the interview begins.

Ramit Sethi weaves himself throughout his podcast "I Will Teach You To Be Rich".

Ramit's episodes give you access to couples sharing the most intimate aspects of their lives as he helps them with their finances. These are real stories about love and money from behind closed doors.

The conversation are actually coaching sessions with these couples. As the conversation unfolds, Ramit jumps in and out of the interview explaining what he is trying to accomplish, why he is asking particular questions, and what you should notice in the answers.

Through his explainations, Ramit is demonstrating his coaching expertise and helping listeners discover the solution as well.

This style of interview is a lot more editing work than a tradition interview.

YOUR EXPERTISE BEFORE

Your other option is to demonstrate your expertise before the conversation begins.

On my podcast, I teach a bit before the interview begins.

Guests don't appear on every episode of my podcast, such as this one. But when I have guests, I spend the first five or ten minutes teaching something.

The interview becomes the case study for what I just taught.

This style of interview episode is much easier to create, because there is less editing involved.

THREE WAYS TO ATTRACT CLIENTS

There are three effective ways to attract clients with interviews.

You can interview clients, potential clients, or partners who can put you in front of your ideal client.

Whichever you choose, be sure to leave room to demonstrate your expertise.

Let's looks at each of these.

CURRENT CLIENTS

You can interview current clients. Shane and Jocelyn Sams do this on the Flipped Lifestyle podcast.

The podcast is about how they make money online through internet business and how it lets them live a lifestyle other people can hardly imagine. Their goal is to help other families create, market, and sell digital products on the internet.

Their offer is their Flipped Lifestyle membership where they help families create their own membership.

On the podcast, Shane will typically interview current Flipped Lifestyle members.

They discuss where the member was, how the membership helped them create their own membership, and where they are today. It is a great way to demonstrate the transformation members experience by joining.

This is a great way to show your prospective clients what is possible and then inviting them to work with you.

POTENTIAL CLIENTS

The second way you can attract clients is by interviewing potential clients.

Zoë Routh often does this on the Zoë Routh Leadership Podcast.

When I first spoke to Zoë about her show, I asked her how many downloads her podcast was getting each month. She said, "I have no idea. I don't even look at that."

That completely surprised me. I thought all podcasters looked at their stats at least every now and then.

Zoë said, "That's not how I use my podcast."

She went on to tell me that her podcast is a way to open doors to those business leaders she'd like to work with.

Zoë helps businesses break down the silos that often form within companies. She helps the various departments better communicate and work together.

It is hard to get a business leader on the phone to offer your services. There are gate keepers, caller ID and unreturned calls. People just have their guard up.

Instead of trying to make a cold call or get a few minutes to offer what she does, Zoë reaches out to business leaders and invites them on her show.

Rather than calling and asking for a few minutes of their time to show how her services could help their teams work together better, she calls and asks if they would like to be interviewed on her podcast.

Who wouldn't want to be featured on a podcast?

And here is the kicker. None of them ask about the size of her audience or the number of downloads she has.

It's just a way to open the door and start the conversation without the threat of the sale.

PARTNERS

Partners is the third way to attract your ideal clients.

You can interview partners who can put you in front of your ideal client.

Swap inteviews with experts in your niche who complement what you do. If you help small business owners build funnels, partner with someone who helps small business owners with their finances.

Web developers can partner with search engine optimization experts or graphic designers.

Who serves your ideal client in a different way? Find those experts, and inverview them on your podcast. Then, get them to interview you on their show.

You not only benefit from the exposure on their show. The benefit also comes by offering your listeners additional help, being a resource for the audience, and by association with more experts.

SHARE IT

When you have these experts on your show, make it easy for your guest to share your episode.

Write the email for them. Tag them in the social post and ask them to share it. Create graphics they can share.

Do everything except hit the send button for them. Even connect with their virtual assistant if they have one.

The easier you can make it to share your interview with them, the more likely they will share it with their followers.

When your guests share your interview, you get in front of new listeners. When these new listeners come to your show to hear the interview, get them on your email list. This will allow you to invite them to listen each time a new episode is released.

CALL TO ACTION

There is one thing many coaches miss when trying to attract clients on an interview episode.

I hear this so often. Coaches come to me frustrated that the podcast is doing nothing to bring in new business.

A review of an episode quickly reveals the problem. If you fix this, you will solve most of your issue.

Most coaches struggle to attract clients with the podcast, because there is no clear call to action on the episode inviting listeners to work with the coach.

So many interviews do a great job making the guest look great. The interview directs listeners to the guest's website, products and services.

But many times there is no clear call to action directing listeners to the coach's website to learn how to work together.

You build all of this goodwill during the interview. The guest makes you look good by association. Your content helps and serves the listener. Then you fail to close the gap.

BEFORE AND AFTER

Before the interview even begins, tell your listeners who you help, what you help them do, and why they would want to do it. Then, tell them how to get more of you.

After the interview is over, thank you guest. Tease the next episode. Then, invite people to work with you again.

Stop giving your listeners a laundry list of things to do. So many podcasts end with, "Rate and review us. Follow us on Facebook. Send me an email if you have a question. Find my resources on the website. Share this episode with a friend. Did I mention Twitter. Subscribe to my newsletter. Blah, blah, blah."

Nobody will remember all of that. Get rid of it.

Instead, give your listeners one, clear call to action. What is the one thing you want them to do when the episode is over?

If you want clients, get them to take that first step toward your sales conversation.

Where does your sales conversation happen? What is the one thing people do before they have that sales conversation? Get listeners to take that step. That's your call to action.

HOW TO GET MORE CLIENTS

Let me show you how to build this process. I'd like to offer you a free strategy call with me. You and I will sit down and lay out a strategy to attract your ideal clients that you can repeat again and again.

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.