Influential Voices of Authority – Détails, épisodes et analyse

Authority in the media isn't about hustle or piling up content. It's about strategic positioning, crystal-clear messaging, and intentionally being seen where it matters.

In this episode of Influential Voices of Authority, Erik K. Johnson welcomes award-winning celebrity cosmetic dentist and PR strategist Dr. Catrise Austin.

Together, they break down the bold steps coaches, consultants, and experts can take to go from overlooked content creators to sought-after authorities by being seen as the media.

00:00 "Building Authority Through Podcasts"

03:57 "Embracing Authority and Impact"

09:02 "Authority Eliminates Hustling"

10:33 "Building a Celebrity Dentist Brand"

12:56 Discovering the Power of Media

17:54 "Podcast Brand Overhaul & Strategy"

21:45 Podcast Promotion and Publicity Tips

23:44 "Be Visible, Be the Expert"

28:46 "Everyday Smile Dental Podcast"

29:41 "Affordable Dental Care Resources"

34:05 "Cardi B Smile Makeover Journey"

37:37 "Build Relationships, Seize Opportunities"

40:50 "7 PR Strategies for Podcasters"

45:06 "Podcast Authority Strategy Audit"

45:49 "Narrowing to Become #1"

Episode Highlights:

• Why hustling and creating more content does NOT equal authority

• How authority is placed by those already in power— and how you can fast-track your recognition by being seen as "media"

• Dr. Catrise Austin's journey from cosmetic dentist to featured expert on Today, Dr. Oz, Jeopardy, and beyond

• The FAME method for transforming your podcast from "just another show" into a magnetic platform

• The crucial difference between promoting your episodes and promoting your expertise

• Real-world case studies of podcasters who broke out of obscurity using PR, lead magnets, and positioning

• Strategies for being instantly identifiable to decision makers and the media on social, your website, and more

• Why intentional connection, the Dream 100, and establishing the right relationships can open doors to top podcast guests, partnerships, and media features

• How treating your podcast as a media outlet unlocks press passes, brand deals, and new revenue opportunities

Key Takeaways:

• More content isn't the answer—intentionally placing your voice in front of the right audience is

• Clarity about your expertise makes the opportunities come to you, rather than you chasing them

• Excellence alone won't get you noticed; authentic positioning and visibility do

• Your "authority assets"—book, blogs, podcast, lead magnets—are critical to being quotable, bookable, and findable

• Relationships are the real catalyst for authority; proximity to the right people accelerates your results

Resources & Free Gift:

Download Dr. Catrise Austin's slides: "7 PR Strategies That Actually Work for Podcasters"

Get clear, quotable, and bookable so media and opportunities come to you:http://forms.celebritybrandingusa.com/podfest

Connect with Dr. Catrise Austin and Celebrity Branding USA:

Website: http://celebritybrandingusa.com

Instagram & LinkedIn: @celebritybrandingusa

Ready to turn your podcast into an authority engine?

You've published the episodes. You've stayed consistent. You know your content is good.

And yet…

• You're not being seen as the authority in your niche

• Your podcast isn't creating the level of influence or opportunity you expected

• People listen—but they don't take action

• And you sound professional… but not unforgettable

The truth?

Consistency alone doesn't create authority. Intentional leadership does.

Turn your podcast into an authority engine and not just more content.

Let me audit your podcast and find the gaps.

We will uncover your authority positioning prcoblem, develop your plan to succeed, and see how I can help and support you to achieve your podcast goals.

Apply for a coaching chat and free podcast audit with Erik K. Johnson athttp://www.PodcastTalentCoach.com/coaching

NEXT WEEK:

Discover how Corinne Gerhardt turbocharged her authority by niching so deep she became the top Google search in her field. Learn the secrets to "getting chosen" as the recognized expert.

Authority isn't just about consistency. It's about intentional leadership and leveraging your platform in new ways.

In this episode, Erik K. Johnson welcomes Tina Dietz, founder and CEO of Twin Flames Studios, a pioneer in voice-powered publishing. Together, they explore how you can transform your podcast episodes into a book and multiply your authority in your niche.

00:00 "Repurpose Content into Authority Book"

06:19 "Drink from the Well"

08:05 "From Audiobooks to Corporate Value"

11:47 Author Community and Resource Hub

15:16 "Efficient CEO Team Engagement"

18:47 Advanced Voiceprint and Content Analysis

23:04 "From Podcasts to Published"

26:40 "Building Trust Through Marketing"

28:00 "Monetizing Connections Through Podcasts"

32:23 "Writing, Motivations, and Podcasts"

35:14 "Guide for First Responder Mental Health"

37:12 "Reflecting Work to Find Purpose"

42:54 "Purpose Behind Writing a Book"

44:52 "Organizing Content for Impact"

48:57 Comprehensive Book Development & Launch

52:25 Transform Podcast into Authority Engine

53:22 Podcast Authority & Growth Strategy

Key Takeaways:

- Why Turn Your Podcast Into a Book?

People don't buy your book just because of new content. They buy it because you make it easier. A book curates and condenses your "best of the best," saving your audience from sifting through dozens of free episodes.

- Repurposing Content for Maximum Impact:

Tina and Erik dig deep on creative ways to repurpose content, from video, audio, and written word, and how this strategy boosts authority and visibility.

- Body of Work vs. Content:

Stop viewing your podcast as scattered content; start seeing it as a body of work. Use recurring themes, values, and stories to build your brand and attract premium clients.

- The Process & Path to Your Book:

Twin Flames Studios offers a guided process: analyzing your podcast, crafting a manuscript (not just copy-pasting transcripts), and publishing a book that aligns with your goals, audience, and message.

- Authority That Opens Doors:

A book amplifies your recognition, whether you're a speaker, podcaster, or coach. Tina shares moving stories, from award-winning audiobooks to connecting industry experts, increasing authority and creating new opportunities.

- When Are You Ready?

Signs you might be ready: you have at least 50 quality podcast episodes or pieces of content, clarity on your audience and goals, and you're coachable and ready to invest time and resources.

Episode Highlights:

- The value of experimenting with formats and content as your business evolves

- How Twin Flames Studios pioneered remote audiobook recording for podcasters

- Examples of podcasts turned into books, including The Loud Quiet, a memoir for empty nesters

- The importance of strategic vision before you publish, making sure your book is relevant, consumable, and truly builds your authority

Ready to turn your podcast into a book?

Take the free assessment from Twin Flames Studios to see if your podcast is a fit: https://twinflamestudios.com/bookvision

Connect with Tina Dietz:

Website URL(s) https://twinflamesstudios.com

Personal FB: https://www.facebook.com/thisistinadietz

Company FB: https://www.facebook.com/TwinFlamesStudiosLeadership/

Personal LI: http://www.linkedin.com/in/tinadietz

Company LI: https://www.linkedin.com/company/twin-flames-studios

Personal IG: https://www.instagram.com/thetinadietz/

Company IG: https://www.instagram.com/twinflamesstudios/

Company YT: https://www.youtube.com/@TwinFlamesStudios

Want to level up your authority positioning?

Apply for a coaching chat and podcast audit with Erik at

https://podcasttalentcoach.com/coaching

Next Week:

Join Erik as he talks with Dr. Catrice Austin about growing your authority through media—and discover her surprising Jeopardy connection!

Are you tired of feeling like your podcast blends in with the crowd? On this episode of Podcast Talent Coach, I'm diving deep into the one thing that will truly set your show apart. We talk about overcoming your speaking fear so you can step into your unique perspective and authentic story.

EMBRACE YOUR PERSPECTIVE

You've got something to say. You've walked through fire, learned the lessons, and earned your perspective. Unfortunately, your communication of that message has little to do with your content and more to do with your presence.

If your message is muddled or your story is missing, your authority won't land with your ideal client.

Your influence has less to do with your platform and more to do with your presence.

To become someone worth listening to, you need to deliver more than great content. You need to share yourself. That can come along with some fear.

Magnetic leaders don't just share what they do, they share who they are. They tell the story that makes others believe.

I learned this the hard way by trial and error when I started in radio 35 years ago. My program director asked me when I was going to start being myself.

It took a lot of hours on the air to discover what makes me different. It's not what I'm saying. It's whom I'm being. I had to overcome my fear and step into myself.

It starts with one thing:

Your Origin Story.

ORIGIN STORY MASTERCLASS

If you're ready to strategically use podcasting, video, keynotes, and interviews to grow your influence and become someone worth listening to, join me for my Origin Story Masterclass.

Get details at www.PodcastTalentCoach.com/workshop.

This one-hour masterclass will help align your influence with your story and the right audiences for maximum impact. Write your story and overcome your fear.

This is for you if you're a entrepreneur, creator, or leader with a message, but your story feels scattered.

You need to join us if you want to speak, teach, or lead — but you're unsure how to position yourself.

Be part of this masterclass if you're ready to defeat your fear to stand out as a trusted andrespected voice.

Get registered for the Origin Story Masterclass online at www.PodcastTalentCoach.com/workshop.

HOW YOU SAY IT

Your origin story is critical, because it is the foundation of whom you're being. Once you know your origin story and principles, you can overcome your fear and find the confidence to lean into that persona.

Most communication is nonverbal. Not what you say, but how you say it.

There was a study done by Dr. Albert Mehrabian.

Many refer to the study out of context by saying 7% of communication comes from the words you say. 38% of communication is your tone of voice. And 55% is your body language.

Dr. Mehrabian didn't exactly say that. But, it was close. He did talk about those numbers and he did say a majority of communication is nonverbal.

Even if the numbers are off a bit, the principle is still true. It's not what you say that is the most important.

Powerful communication comes from whom you're being while you say it. Unfortunately, fear often holds that back.

Lean into your personality. Your communication will be so much more powerful allowing you to attract raving fans.

RELATIONSHIPS THROUGH STORY

Too many podcasters focus only on delivering information, but what really creates influence and profitable relationships with your audience is who you are while delivering your message.

On this episode, I share why your communication style and presence are more powerful than the content alone and how you can step fully into your own spotlight without fear.

Let's talk about what separates the most influential voices in any niche. Think Oprah, Howard Stern, or Gary Vee. It's not just their expertise; it's their story and how they deliver it with authenticity.

Discover how adding your own perspective and sharing pieces of your origin story each week can magnetize listeners. It can also create true fans, and make your podcast stand out in the sea of sameness.

I'll also explain the four core elements every podcaster must master. These include attention-grabbing artwork, a compelling show name, a laser-focused description, and captivating episode titles that hook your ideal listener.

MARJORIE SAULSON

To help you succeed, I talk with Communication Confidence Coach, Marjorie Saulson. She empowers reluctant speakers to develop their own unique messages, acquire engaging presentation skills, and master any nerves or fear.

Her clients hire her so that they can communicate with poise and confidence in any situation - on stage, online, on podcasts, on the phone, networking, whether they are talking to one person or to 1000.

Her professional accomplishments include:

• Being named both Top Speaking Coach of the Year and Top Motivational Speaker of the Year by the International Organization of Top Professionals

• Author of the #1 international bestselling book, "Empowering Business Owners to Overcome Speaking Fears Whether You're Talking with 1 Person or 1,000."

Marjorie illustrates how communication is about so much more than just words. She breaks down why your tone, body language, and confidence are the secret sauce to being memorable on stage, online, or on your podcast.

Together, we discuss strategies for overcoming public speaking fears, using the power of the pause, and crafting clear, compelling messages that truly resonate. Marjorie's stories—from her own journey as a shy child to empowering business owners—offer actionable advice for podcasters looking to find their voice.

If you're confused about how to bring all of your life experience and lessons to your podcast in a way that feels authentic, this episode is for you. We dig into how to write a powerful origin story—your purpose and foundation—and share it strategically across all your content.

Be sure to download Marjorie's free gift "How to Prepare for an Irresistible Interview". You can find it at www.PodcastTalentCoach.com/vibrant.

LET'S GET STARTED

Ready to create a podcast that's impossible to ignore? Tune in to learn why you need to show up as the real you. Discover how to amplify your presence, plus practical techniques to banish nerves and deliver with poise. This is powerful whether you're talking to one person or thousands.

If you're driven to build authority, influence, and connection through your podcast, apply for a coaching call with me and let's craft your powerful story together.

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.

Conducting interviews is an art. And, you can learn to produce better interviews with just a few steps.

Today, I'll give you four ways to create better interviews. I also have examples for you to help you make progress.

Then, I'm going to give you a great deal on my course How To Crush Your Next Podcast Interview Like A Radio Pro Without Decades Of Training And Hours Of Preparation. Just for being a listener, you'll get over half off the course.

STORIES

The first way to create great interviews is to not make it an interview.

In my course, pop star Jason Derulo says he hates interviews. He would rather have a conversation.

The key to engaging interviews is the art of the story. Get your guest to tell authentic stories.

Shane Sams is the host of the Flipped Lifestyle podcast. He helps real families create a membership site and make their living online.

In this episode, he shares a great story about his son Isaac.

Shane was being real and authentic. It takes courage to be that raw. That's why few people do it and why it will make you stand out from everyone else.

When you share your authentic self with your listeners, you show that you trust them. The law of reciprocity will kick in and they will begin trusting you.

THE SPACE

The next way to create better podcast interviews is that space that Shane left in his episode. So many podcasters want to edit out that silence.

When you edit out the silence, you sterilize the story.

The silence will cause your listener to lean in. It catches their attention.

Your listener will also try to predict what will happen next. That anticipation is exciting. They naturally want to close the loop.

Have you ever watched American Idol, America's Got Talent, or any of the other reality shows like it? You know the host is going to pause longer than natural. Yet you still lean in and want the answer even more.

The same is true with your podcast. Create anticipation by leaving in the pregnant pause.

Let me give you an example.

Alex Hormozi hosts a podcast called The Game. He published a fantastic book called "$100M Offers".

His new book "$100M Leads" will be released during an online event on August 19th. Get the details at www.PodcastTalentCoach.com/100M.

Alex was recently interviewed on Diary of a CEO with host Steven Bartlett. He then repurposed an edited, shortened version of that interview on his podcast.

These two versions will give you a great example of how the conversation is affected by removing the silence.

Here is a bit of the original version.

Can you feel the emotion build up in Alex as he is talking about the impact his wife has had on him? You could cut that emotion with a knife.

The host Steven Bartlett did an amazing job NOT talking. Rather than jumping in because he was uncomfortable in the silence, Steven let it sit there. He let the listener feel the emotion. That was fantastic. True pro.

Now, this is a sterilized version from Alex's episode with the silence shortened. Notice how the anticipation is sucked out of this version.

Can you see how removing the silence completely wipes out the emotion.

INCLUDE YOUR LISTENER

Next, treat your listener like they are sitting right there next to you. Bring your listener in as the 3rd party to the conversation.

Your listener isn't part of a group or "everybody out there". They are listening to you typically with ear buds or alone in their car. Your podcast is a very intimate conversation.

They aren't "out there". You are in their head having this conversation.

When you say "everyone" or "hey guys" or use terms like "out there", you separate your listener from the conversation. They will think, "Who is everyone? I'm sitting here by myself."

Include them in the conversation. Don't leave them "out there".

Here is an example from the Flipped Lifestyle podcast again.

By using "everyone out there", the host just removed us from the conversation. We aren't part of the clique.

Now here is another example from the same episode. The host does a great job simply turning his focus from Jason the guest to us as the listener.

When the host says "do what Jason did", he is speaking directly to me as a listener. He speaks to one person rather than everyone.

This will make your interviews connect in a powerful way with your listeners.

FRAME THEN ASK

My final tip is regarding a misstep I hear many podcasters make.

When we are conducting an interview, we spend a lot of time thinking about our next question rather than having a conversation.

When there is a pause or the guest finishes their answer, we jump in with the next question. Then we try to add context to the question or we give multiple choice answers to help the guest better understand what we are trying to say.

By the time we are done qualifying the question, we've either asked two more questions and completely confused our guest, or they have forgotten the original question.

Instead, have a conversation. Give context and set up the question. Then ask it.

Here is a sample from Daymond John's podcast That Moment when he is interviewing Barbara Corcoran.

Daymond says, "Where does the tunnel vision come from?" He then offers a ton of clarifying comments. That eventually leads him to ask, "Do you realize that's a gift or no?"

Add the context and clarifying comments before you ask the question.

THE COURSE

These are just four tips to producing better interviews. If you would like to take your interviews to a whole new level and separate yourself from every other podcast in your niche, check out my interviewing course.

It is called Crush Your Next Podcast Interview Like A Radio Pro Without Decades Of Training And Hours Of Preparation.

If you are a podcaster who conducts interviews with guests on your podcast, this course is for you.

Others can copy your information, interview questions and formula. But when you use the principles you will discover in this course, you will create unique interviews unlike any other.

In this program, you will discover...

• Why we conduct interviews

• Your personal why

• The essential elements of unique interviews

• 17 most powerful interview questions

• How to ask great questions

This course was developed from my experience and interviews over 3 decades in radio. It include examples and tips from my interviews with Lady Gaga, Uncle Kracker, Carrie Underwood and many others.

Many coaches struggle to use their interview style podcast as a marketing tool for their business. Stand out in the crowd by using this powerful method to creating great interviews.

The course is typically $197. You can get it for just $97 until September 30, 2023 by using the coupon code SAVE100. You'll find the course at www.PodcastTalentCoach.com/interviewcourse.

This course isn't incredibly long, but it is incredibly powerful. You don't need a lot of steps. You just need the right steps. This course will provide that roadmap.

And for a limited time, you can save $100 off the price by using the coupon code SAVE100.

When you visit www.PodcastTalentCoach.com/interviewcourse, you'll get all the details on the course. Click "get instant access" to get to the checkout page.

On the right side of the page right under the icon of the course, you'll see "add coupon code". Click that and enter SAVE100. The price will drop by $100 for you. But it is only available at this price until September 30th.

If you would like a free podcast strategy call with me to refine your podcast profit strategy, apply HERE.

CREATE AN APP FOR YOUR PODCAST, CONTENT AND MORE

Something new is coming. I'm getting ready to launch the Podcast Talent Coach app. It will bring all of my content and tools together in one convenient place.

It takes many platforms and services to build a funnel that will lead your podcast listeners to become clients. When you have a smartphone app, you can bring many of those platforms together in one place.

CONTENT PURPOSE

Your podcast content can drive people to your lead magnet and get them on your email list.

When you create your content with a purpose, it will create a demand for your lead magnet. The content demonstrates the need for the resource.

Show them how to use it and the transformation it makes possible.

Platforms like ClickFunnels and LeadPages help you do this.

LEAD MAGNET

Your lead magnet encourages listeners to come to your webinar or discovery call through your email list allows by nurturing the relationship.

MailChimp and ActiveCampaign are a couple platforms that will help you manage your email list.

Your lead magnet needs to be short and solve one specific problem. It also needs to open your listeners eyes to their next problem that your program will then solve.

Many people giveaway video courses or ebooks as a lead magnet. Those tools take too long to consume.

Solve their first problem quickly and open their eyes to the bigger problem.

Podcasters download my Podcast Fast Checklist to discover the steps to launch their show. It is a quick .pdf that gives them the steps.

Once they consume it, they realize it will be much easier to launch if they have someone to help them down the path. That is the hole my Podcast Fast Blueprint course fills.

SCHEDULE THE CALL

Once your listener is ready to take that next step with you, they need to schedule the call.

A scheduler like Calendly will help you book those calls.

You could also get them on your webinar where you can sell your course.

Once they complete your course, you can then upsell your students into your coaching or high end program.

An app through ACTIONERA replaces these marketing tools. It will replace your CRM, your funnel builder, your email marketing, the calendar, an affiliate tracking system and more.

That's what we are building with the Podcast Talent Coach app, and I can't wait to roll it out for you.

If you are interested in building an app for yourself, you can check out ACTIONERA at www.PodcastTalentCoach.com/app.

Using my affiliate link will get you a great deal. You can get their top end app and the mid-tier price and save a ton of money.

Get all the details at www.PodcastTalentCoach.com/app.

ACTIONERA

Today, I bring you Robert Evans. He is the Co-Founder and Director of Sales for ACTIONERA. Robert has over 20 years of experience as a digital marketing entrepreneur.

Over the past 20 years the companies Robert created have shipped over a million products, built communities exceeding 130k people from around the world, generated millions of dollars, impacted tens of thousands of people, and trained everyday people to step into their role as a "messenger" to create the biggest ripple of change in the world through their passion and work.

Now, through ACTIONERA, Robert is designing technologies that help experts, authors, speakers, coaches and entrepreneurs build bigger lists, engage with more people and make more money than ever before.

Enjoy my conversation with Robert Evans.

If you are ready to have your own app and replace many of your current marketing and business tools, visit www.PodcastTalentCoach.com/app.

Robert is giving you an amazing deal. They do all of the building for you. You just upload your content into a folder and they add it all to the app. They even designed my app logo for me.

It doesn't get much easier than this. If you've always wanted an app for your business, here is your chance. Visit www.PodcastTalentCoach.com/app and get started today.

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.

HOW DO YOU MARKET YOUR PODCAST FOR EFFECTIVE RESULTS

When you're creating a business around your podcast, even if it is a side hustle, it feels like there is an endless amount of stuff to do.

When you don't have structured time to do something, it expands to the allotted amount of time. That is where your flexible hours create an issue.

There needs to be time when you work "on" your business.

Michael Gerber's "The E-Myth Revisited" lays this out perfectly.

First, determine the activities that actually drive downloads. This could include online activity in social media, marketing to your list or other activities that get you noticed.

Then, determine the actions that drive your business. Who are your ideal clients? What type of clients make up the top 20% that drive 80% of your business? It is the Pareto Principle. Figure out how to reach those people.

Now that you know the activities that attract listeners, and you know the activities that grow your business, find a day you can dedicate to those activities.

Dedicate time for driving business.

Define the time. Then fill it.

You can't budget your money until you know how much money is there. It is the same with your time. You cannot budget your time until you know how much time you have to work with.

PODFADE

Many podcasts fade after 7 episodes.

There are three reasons coaches give up on their podcast so quickly.

First, they have no strategy to grow their audience. Develop a plan to keep your current listeners coming back episode after episode while you attract new listeners to the show.

Next, they have no strategy to attract their clients and grow their business. Build your podcast into your funnel, so you can get listeners to your email list and bring them to a sales conversation.

Finally, the podcast is more work than they expected. Develop a system to consistently produce your podcast every week without eating up all your time.

3 PILLARS

To grow your audience, you need a strategy that will put you in front of potential clients who are unaware of you.

However, you cannot do everything. You need to focus.

Pick your 3 pillars.

What do you enjoy that you can you do well and consistently?

I know many podcasters don't want to hear it. They see all these other self-made experts who launched and became the overnight success.

Overnight success is usually a farce. Most overnight successes put in years of work before they became the overnight success.

Pat Flynn launched Smart Passive Income in 2010.

Gary Vaynerchuk started Wine Library TV on YouTube in 2006.

Chris Guillebeau started the Art of Non-Conformity in the early 2000s and published his first book in 2010.

Shane & Jocelyn Sams are just hitting their stride. Their Flipped Lifestyle podcast began in 2014.

Dave Ramsey has been doing his show for 25 years.

Dave Jackson has been podcasting since 2005.

Do the work.

If you want it and work for it, success will come. Put in the work consistently.

Create a schedule for yourself. Set aside time each day to participate in online groups. Set a goal and work toward it consistently.

Work to build your e-mail list, so you can communicate with your tribe often.

Finally, find ways to appear on other shows. Work to get your name out there.

COACHING

Today, I want to share with you a coaching call I had with Dr. Barbara Hales.

Barbara hosts the podcast Marketing Tips for Doctors.

Dr. Barbara Hales is a speaker, best selling author, and a successful business consultant who effectively applies SEO & content marketing to your business, boosts your rankings, strengthens your brand, and increases your visibility.

Dr. Hales is not just a speaker. She practiced medicine and grew her practice from an empty office space to more than ten thousand patients by marketing herself.

You can find Dr. Hales and her podcast online at TheMedicalStrategist.com.

On this call, we help Barbara get clear on her audience growth strategy.

Enjoy my coaching call with Dr. Barbara Hales.

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.

This question has come up multiple times this week. Which is better to build your authority and grow your business – YouTube or a podcast? Should you spend your content time creating videos for YouTube or creating a podcast?

You're not going to like my answer.

I love podcasting. But, YouTube is also amazing.

Your podcast allows you to create powerful relationships with your listeners. YouTube is a powerful search engine that is tough to match.

So, which is better to embrace? Which one is better to grow your business?

Well, it depends. What are you trying to accomplish?

DIFFERENT

Many people see YouTube and podcasting as two strategies to reach the same goal. That's simply not the case.

In 1928 in Schenectady, New York, WRGB became the first television station in the United States. Soon after, people started announcing the death of radio.

Now that you could see your favorite shows on video, why would you ever listen to the radio?

Yet radio adapted and survived. It even thrived. The golden age of radio was the 1930s and 40s.

In 1953, the world changed again. RCA introduced the color television. Surely this would be the demise of radio.

Radio did it again. In 1954 the transistor radio debuted. Television was confined to the home while radio was portable. It served a different need.

In 1950, only 9% of households in America owned a television set. By 1960, that number climed to 90%. However, radio continued to thrive in the 60s and 70s with the explosion of the FM band.

HOW DOES IT SURVIVE

With cable and streaming and the other offerings, how does radio continue to reach over 90% of Americans every week? It serves a different purpose.

The same applies to your podcast and YouTube videos.

Audio and your podcast is a dance in the imagination.

When you and I see a video, we see the exact same thing. There is very little left to the imagination.

Have you ever read a book and then seen the movie? Maybe it was Harry Potter or Jack Ryan. Any book.

When you see the movie, do you say to yourself, "Wow, that's not how I envisioned it." Or do you say, "That's not what I thought he would look like."

That's the power of audio. The stories you tell on your podcast create visions in the theater of the mind that are unique to you in a way that is most pleasurable.

When we see a video of Harry Potter, he is what he is. His glasses, his hair, his robe, and the scar on his head look the same to both you and me. No imagination.

Audio and video are different experiences. Because audio sparks that imagination, it is a very intimate conversation with someone. You are literally in their head.

PORTABLE

Another difference between podcasting and video is the way we use it.

People listen to audio, because they don't want to be alone. You are their companion.

They listen while they are exercising, driving, walking the dog, or home alone so they don't have to do those things by themselves. You keep them company.

Your listeners can consume your content while they are doing something else. It is a little difficult to watch a video while you're taking a shower or mowing the yard. You can do both while listening to a podcast, but probably not both at the same time.

Even though both are portable, podcasting is easier to consume while you take it with you.

RESULTS

But the biggest difference between podcasting and YouTube is the results you get from each of the platforms.

YouTube will get you discovered. Your podcast will build relationships.

YouTube is one of the biggest search engines in the world. Millions of people are on YouTube everyday searching for their solution and being entertained.

If you want to get discovered, there are few better ways than YouTube.

However, you are competing with over 50 million other YouTube channels. The platform changes is algorithm regularly making it difficult to go viral.

It is challenging to build a relationship with your audience on YouTube, because the competition for time is fierce. There is also very little loyalty.

When you subscribe to a channel on YouTube, that channel shows up in your subscription list. You might even get a push notification to your phone when a new video is released.

But when you open YouTube, it isn't guaranteed that the video will be right there waiting for you. To see the video, you'll probably need to go into your subscriptions and into that channel to find the new video.

However when you subscribe to a podcast, every new episode shows up on your phone when you open your podcast app. It's right there waiting for you to listen.

RELATIONSHIPS

We often talk about building know, like and trust with your prospective clients.

Your audience will get to know you, understand what you believe, and learn what you value by listening to your show every week. Your story helps build the friendship with your listeners.

It is difficult to build a relationship through YouTube, because your videos don't become a habit. Listeners or viewers aren't coming to your show every Saturday to enjoy the new episode like they do with podcasts.

With your podcast, you are telling stories of your journey. You are sharing things about yourself with your audience, both successes and failures.

When you trust your audience with your failures and missteps, the law of reciprocity kicks in. They start trusting you in return. Your listeners begin to feel like they know you and a friendship starts to develop before you even meet.

I am the public address announce of our local hockey team. One night after a game, I was walking along the concourse with my family when a couple approached us.

They say, "Hey, Erik! Great game, huh?" We start chatting it up.

After a few minutes, we go on our way. We get a few steps away and my wife smacks me on the arm. I say, "What was that for?"

She says, "Why didn't you introduce me?"

I told her I had no idea who those people were. They just knew me, because they had been listening to me for years.

That's the power of audio. You have a one-on-one conversation with your listeners while they are listening with their ear buds and you're in their heads.

PROS AND CONS

There are pros and cons to both podcasting and YouTube.

Creating a video takes time to look great and set up a lot of gear. You need to have a good hair day and great lighting.

You can record your podcast without much prep. Just turn on the mic. Be in your pajamas if you'd like. There is a lot less headache.

It has been said that a picture, or video in this case, is worth a thousand words. That makes it easier to demonstrate things with video than audio.

Podcasting requires more description and the right choice of words to get your point across and create that vision in the theater of the mind.

Video editing is a bit more involved and challenging than audio. There is also less tech involved with audio.

On the other hand, it is a lot sexier to have video that is produced very well. It can make you look great. However, it is also more expensive in time or money to make that happen.

MY SUGGESTION

So which is better for your business? It depends.

What are you trying to accomplish?

My recommendation is do both.

Use YouTube to get discovered. Then create powerful relationships with your podcast.

Create great videos that will be found when people search the internet for your solution. Then, get them on your email list.

Send the list an email every time you release a new podcast episode and invite them to listen.

Tell great stories on your podcast. Share something about yourself, so your listeners get to know you and you build rapport.

Finally, invite them to work with you.

YouTube and podcasting aren't the same. They each serve different purposes. Use both to achieve their respective results and build them into your strategy.

CONCIERGE

I know it seems like a lot to create both YouTube videos and a podcast. There is a way to do both without doubling your work.

With a little editing, you can use the video audio as your podcast. You'll need a little more introduction for the podcast and a few other nuances. But it is possible to effectively repurpose the content.

My Podcast Profits Concierge package is a full, done-for-you service to create a powerful, effective podcast that attracts your ideal, high-ticket clients while saving you hours of time.

It combines one-on-one coaching, group coaching, full audio and video production, and a full toolkit. You will have more clients and more time to deliver in your zone of genius.

With the Podcast Profits Concierge service, we work with you to build a solid strategy to attract your ideal clients with your content. You are armed with a proven system to create a steady stream of income.

Most importantly, Podcast Profits Concierge prevents you from spending too much time on an ineffective podcast that isn't doing anything to grow your business.

When you build a strategy that attracts an audience and converts those listeners into paying, high-ticket clients, you create a steady stream on income. You build a real business that creates the freedom and lifestyle of your dreams.

But when you spend all of your time producing your podcast, you have no time to have sales conversations, work with clients, or grow your business.

Your podcast gives you the opportunity to serve your clients when you have the right strategy and team behind you.

The Podcast Profits Concierge is your team.

Let's have a conversation to see if Podcast Profits Concierge makes sense for your business. Go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me.

We will take a look at your situation, develop your plan and see how I can help and support you to achieve your podcast and business goals.

It is time you get your time back while publishing both a podcast and YouTube video every week quickly and easily. Take advantage of the free call with me and discover the possibilities.

Go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. I look forward to talking with you.

HOW TO MAKE YOUR PODCAST PROFITABLE

So many coaches struggle to make their podcast profitable, because they don't have a strategy. A strategy doesn't need to be complicated. It simply needs to be effective.

PROFITABLE STRATEGY

Many podcasters try to monetize their podcast with ads and sponsorships.

MRI-Simmons just released data on podcast listening as it pertains to podcast ads.

In the research, 42% of listeners surveyed say they will skip the ad if it is for something they don't care about. 22% of those surveyed say they will skip if they don't support the brand being marketed.

More importantly, 27% said they skip ads no matter what. That means over a quarter of your listeners don't want to hear the ads. Commercials are a negative experience for your show. It also doesn't benefit your advertiser.

Why would you do that to your podcast?

BETTER STRATEGY

Rather than attempting to be profitable using ads and sponsors, use your podcast as a marketing vehicle for your own goods and services.

Create great content on your show that will show your listeners what is possible for them.

Let the content lead to the first step in working with you. This could be a lead magnet, webinar or other resource.

Next, get listeners from that first step to a sales conversation. That might be a discovery call, long form sales video, or masterclass.

Finally, enroll them in your program.

Each piece needs to work together to be profitable.

WORKSHOP

I recently held a workshop to help coaches launch their profitable podcast. During that workshop, we discussed three powerful ways to attract your ideal clients with your podcast.

Today, I'll share with you a bit of that workshop to show you those three ways to be profitable.

Enjoy. But more importantly, take action.

DON'T COMPLICATE IT

Don't make it more complicated than it needs to be. After you produce and publish the episode, we need to promote it. We need to go out and tell everybody it's available and bring your audience into your world.

Find your ideal target listener. Get clear on exactly who you're helping. Figure out where we can find them, go get in front of them and bring them into your world.

PROMOTE

So how do we promote it? We could promote it on social media. You can go get on other podcasts and promote it there. Promote it through your email list.

There's a variety of ways to promote it.

When you promote your show, there are two ways to grow your audience. You need to keep your current listeners coming back, and you need to go out and find new listeners who are unaware of you and bring them into your audience.

You have to serve both sides of that equation.

The podcast builds into your funnel, so you're creating content to show your listeners what's possible, getting them to take that first step with you by getting your free resource.

And that free resource leads to your sales conversation. That could be a webinar or a strategy call, a discovery call, a long form sales video, wherever your sales conversation happens.

But a lot of people who create podcasts and teach you how to create podcasts don't teach you a strategy to take your listeners and convert them into clients. They just say, "Talk about whatever you want to talk about. Go interview great people."

GROW YOUR PROFITABLE BUSINESS

I've had a lot of coaches come to me and say, "Erik, my podcast isn't doing anything to grow my business."

When we dig into it, it's this step right here. They don't have a system in place that converts listeners to clients. They're doing a great job interviewing guests, but they have no point or strategy to be profitable.

There's no reason, there's no automatic connection from the interview to working with them. And that's what I help clients do.

PROFITABLE STEP-BY-STEP

So, let's talk a little bit about that. Challenge number two that I talked about is they don't have a strategy. They don't have a step by step process to attract clients with their show.

There are many, many ways to attract your clients with your podcast. I'm going to give you three of my favorite. There are others as well.

These are not by any means an exhaustive list on how to create clients with your podcast. But I'm going to give you three.

AUDIENCE

The first way to attract your ideal clients is to turn your listeners into clients. That's probably the most obvious way. Build an audience, convert them to clients.

This is Oscar Trimboli. Oscar's podcast is called Deep Listening Impact Beyond Words.

Deep Listening is both his podcast and his business. Oscar is a mentor. He's a leadership coach, a speaker. He's an author. He's a podcaster.

His book is called Deep Listening Impact Beyond Words. Oscar helps CEOs and leaders be better listeners.

Typical CEOs and leaders are type A personalities. They like to hear themselves talk. They like to tell people what to do. They don't listen very well.

Oscar goes in and teaches them how to listen. His goal was to bring that authority and that power to his podcast.

Now, when Oscar came to me, I listened to his podcast. He said, "Erik, my podcast isn't doing anything to grow my business. Can you help me out? I've done a complete series of episodes. I have 36 episodes in the can. I'm not getting any clients from it. What am I doing wrong?"

I went and I listened to his show. Oscar is a great listener. He does a phenomenal job interviewing the CEOs that were on his show.

But as I listened to his show, at no point in time did Oscar tell me what he does or invite me to work with him. And that's the problem most podcasters make. They do a great job interviewing their guest, but nowhere in the show does it tell me how I can work with them.

MAKE THE CONNECTION

They do a great job making their guests look amazing, but they don't do anything to make themselves look amazing.

So we restructured Oscar's podcast. We infused more of Oscar into the show, demonstrated Oscar's expertise, and created a way to invite listeners to work with Oscar.

We launched season two of his show in a whole new way, which used Oscar as the main focus and used his interviews to support what Oscar was teaching.

And when we did that, it allowed Oscar to start gaining new clients.

More importantly, he started building that know, like and trust with his audience, because his show was now focused on the same material that his teaching was focused on.

It wasn't simply interviewing great guests. It was demonstrating his expertise and using his guests interviews to support what he was teaching.

Now, Oscar has been named one of the top podcasts by Apple podcasts in his niche. He has been hired to be a keynote speaker at multiple organizations. He goes in, he conducts seminars and workshops at his organizations, and he's top of his game and knocking it out of the park.

So proud of him and everything that he's accomplished simply by making a small tweak in his show.

INVITE THEM

I told you a little bit about TaVona Denise. She now does Conversations with TaVona Denise.

She takes these nurses that she's been helping and brings them to a free workshop that she does through her podcast. Her podcast shows these nurses what's possible.

Then she invites them to the workshop. Then the workshop upsells the nurses and invites them to come work with TaVona in a one on one coaching situation. She takes her listeners and converts them into clients.

PROFITABLE POTENTIAL

My second favorite way to grow your business with your podcast is to interview potential clients.

So many times, we try and get our potential clients to take our call or to get on a conversation with us, and we just can't make that happen. There's too many gatekeepers. Or they have their guard up, and they don't want to let you in.

OPEN DOORS

Zoe Routh came to me. She's an expert on people stuff. Zoe is a consultant.

She helps businesses break down the silos that exist in their business so departments can work better together. However, she was having a tough time getting through the gatekeeper to reach the decision maker in these businesses.

When I started working with Zoe, I said, "Zoe, what kind of downloads are you getting? How many people are listening to your show?"

She said, "Erik, I don't even know. I don't even care about that."

Zoe says, "That's not why I use my podcast." She says, "I use my podcast to open doors to people who won't normally take my call. Rather than inviting them to a sales call or to have coffee or a quick meeting with me.

I reach out to them and invite them on my podcast and I use that opportunity to build a relationship with them, because I email them to invite them on the show.

Then I email them to give them all the details about what the interview will be about and when it will happen and schedule the interview. And we build a relationship there.

We have the conversation where we actually conduct the interview, and then we have a follow up conversation after that when the interview is posted so they can share it with their audience.

So by the time the process is over, I've had four or five conversations with them. We've built a relationship and now they will take my call to discuss working together because they've already got to know who I am and what I do."

Interviewing your prospective clients on your show is an amazing way to grow your business.

AUTHORS

This is Jedlie. He's one of my clients. Jedlie is a clown and a magician.

Jedlie used to do magic shows for schools. He'd go in and teach antibullying to schools, loves working with kids.

He has now launched his podcast called Reading With Your Kids where he helps children's authors get exposure. He will interview these authors on his show, but his authors buy into his program. So these authors' books become certified. A Reading With Your Kids certified book.

He finds books that he loves, that he wants to certify. He has a certification process where he puts a sticker on the front of the books they're certified. Reading With Your Kids certified.

He interviews the authors and all of these people buy into his program that he's interviewing on his show. He interviews the authors as part of the package that he sells.

It's a way to use your podcast to interview prospective clients.

PROFITABLE PARTNERS

And then the third way that I love to monetize your show and to grow your business is to interview your partners. These are partners that are promoting you or your JV partners that you're promoting them.

Sadie and Sausha came to me to launch their podcast. It's called Meathead Test Kitchen.

These two love working out. They're tattooed and when you listen to the show, you get exactly what you think you're going to get. They love working out. They love exercise. They love fitness. That's what it's all about on their show.

They talk about what they use in their fitness routine. So all of the equipment that they use, all of the supplements and nutrients that they use, the healthy cookbooks and recipe ideas that they use.

Then over on their website, they have fulfilled by Amazon connections and links on their website where you can buy all of the things they talk about on their show. So they're not producing anything, they're just selling it through their website.

And they're growing their business in that way, talking about what they love selling products.

PROFITABLE COACHES

Marc Mawhinney runs Natural Born Coaches podcast. He interviews his JV partners, then he does a webinar with them. People buy into his JV package.

If you go to JVwithMarc.com, you'll see all of his details. You buy into a package and being interviewed on his show is part of the package. Getting interviewed in his Facebook group is part of the package. Being on a webinar with Marc to his audience is part of the package.

He interviews potential clients on the show, and that's how he uses it to grow his business.

CAN YOU SEE THE POTENTIAL

Can you see how some of these ideas can help grow your profitable business and attract your ideal clients?

Can you see how you can use podcasting in one of these three ways so you can get out and start making that connection with your audience. How you can build that relationship with them and bring them into what you do, showing them how you can help them?

And whether it's turning your listeners into clients, or you're interviewing prospective clients or your interviewing partners, there's multiple ways you can use podcasting to grow your profitable business, attract your ideal clients, and really take your coaching programs to the next level.

LET'S TALK

Can you see the profitable possibilities for your business?

I would love to give you a free strategy call to help you build a system to make you profitable. There are no strings attached.

We discuss you goals, determine where you are today, and build your system to reach your goals.

If you'd like help implementing that plan, we can discuss how that looks.

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.

HOW CAN I PRODUCE A PODCAST IN AN HOUR?

To create great content quickly, you're going to need help. Many coaches ask me if they need a podcast editor. It comes down to where you want to spend your time.

Asking if you need a podcast editor is like asking if you need a car. I don't know that anyone "needs" a car. You can take the bus, pay for an Uber, ride your bike, walk, or catch a ride with a friend.

Needing a car comes down to convenience. What do you value more?

To produce a quality podcast episode in an hour, you'll need to spend your time performing and sharing your expertise. You'll then need somebody else to do the editing, uploading and sharing of your episode.

TAYLOR SWIFT

We went to see Taylor Swift this weekend. I've had the great fortune of meeting Taylor a few times and see how her business works from a unique perspective.

Taylor Swift is so successful, because she spends her time overdelivering for her fans while others handle the tasks that don't require her genius.

When my daughter Emma was in grade school, I took her to meet Taylor for the second time. Emma brought her friend Ellerie.

A typical meet and greet with an artist is pretty quick.

The guests all wait for the artist in a room. It's usually a dressing room, meeting room, or locker room at the venue.

The artist will come in. Guests will step up usually in pairs. They express their admiration for the artist. Someone takes a picture, and the guests are ushered out of the room.

Each meet and greet interaction is about 30 to 60 seconds. It's quick.

MEET AND GREET

With Taylor Swift, it's different.

Taylor had a special room set up specifically for radio people and special guests.

Alex, the representative from the record company, gathered us to go back as usual. When we got back there, we met Frank. He is Taylor's personal liaison to people in the radio industry.

Frank and Alex then introduced us to Taylor's mom. She is the host backstage. Taylor's mom ensures everything backstage is a great experience.

We all waited in the room until Taylor came in. Rather than lining up to meet her, she walked around the room and met us, making every guest feel special.

Taylor probably spent 3 or 4 minutes with each guest. We chatted about her music. She talked to Emma about piano lessons. They posed for a nice photo and then some funny photos.

With that, Taylor left us in the hands of her mom to give us a tour of the backstage area while she got ready for the show.

A few days after the concert, I received a hand-written note in the mail. It was from Taylor.

Taylor had written me a note thanking me for taking time out of my week to bring my family to her concert. She appreciated all the support we gave her music.

Now as the Program Director of the radio station at the time, I controlled what music got played on the radio station. It make total sense for Taylor to send me a thank you note.

However, inside my note was another note addressed to Emma.

This note thanked Emma for coming to the show, encouraged Emma to stick with her piano lessons, and asked her to tell Ellerie "hi" for her.

That's the magic of Taylor Swift.

PODCAST EDITOR

So what does this have to do with having a podcast editor?

Taylor Swift delegates the tasks that don't require her attention to other people.

The record rep gathers us and gets us backstage. Her liaison ensures everyone is there. Her mom handles the backstage logistics.

This is just the start of it. For instance, Taylor's dad is the host out front. He is in charge of going up top to the cheap seats, finding super-fans, and upgrading their tickets to the front of the stage. 

You might be saying, "Sure, Taylor Swift can have a huge team helping her. I can't afford that."

The truth is you can't afford to NOT have help. You don't have enough time in the week.

You don't need to have a team of a dozen people. But getting one person to do your editing comes with huge benefits.

When Taylor Swift has her mom coordinating backstage, she can focus on her guests.

I'm guessing that when Taylor left that room, she somehow jotted down some notes on everyone she met. Or someone was doing it in real time.

I don't know how she did it. The point is she had time to do it, because the other tasks were handled by other people.

6+ REASONS TO HIRE A PODCAST EDITOR

When it comes time to decide to hire a podcast editor, you need to do some evaluation of your situation.

If you can use the time for more productive results, then hire a podcast editor.

On the other hand if you are going to watch more Netflix while you pay someone to edit your podcast, keep doing your own show.

There are six reasons to hire a podcast editor. See how many of these apply to your podcast and situation.

SAVES TIME

The biggest benefit of hiring a podcast editor is that it saves time.

How much time do you spend editing your podcast?

If you are creating an interview episode, it probably takes an hour to set up the gear and record the conversation.

Then you need to record your episode intro and possibly the close to demonstrate your expertise in your space and invite people to work with you.

Next, you need to edit the podcast open, episode intro, interview and close together. You will need to take out any mistakes and normalize the audio.

Finally, export your file to an .mp3, upload it to your podcast host, and add the show notes.

When you have an editor, you record the interview, open and close. You're done.

Your editing team does the rest. Poof. More time on your calendar.

ZONE OF GENIUS

Now that you have more time, the second benefit of hiring a podcast editor is where you spend your time.

You can now spend your time in your zone of genius. Just like Taylor Swift, you can do what you're best at doing and less time on the menial tasks that don't require your involvement.

This will allow you to book more appearances for exposure, land more clients with sales calls and conversations, and create more content to grow the business.

Do the things that only you can do. Delegate the rest. Spend time in your zone of genius.

FASTER AND BETTER

Now, I don't mean to disparage your editing expertise. But I'm guessing a professional podcast editor can probably edit a show much faster and better than you can.

Speed is the third benefit.

Because I have been editing digital audio for over two decades, I can edit the audio faster than I can explain what I'm doing.

In my audio editing software, I have shortcut keys set up to split, delete, mix down to file, save as an .mp3 and a variety of other tasks.

All of these little tricks save me a ton of time editing a show. And I'm not even a professional editor. My buddy Matt does it for a living. He knows tips and tricks I'll never know, simply because he does it everyday.

YOU KNOW

That brings us to the fourth benefit of hiring a podcast editor is that you don't know what you don't know.

I was on a coaching call the other day walking Janie through editing her show. As we looked at her waveform, I told her exactly where to click to remove the mistake.

She said, "How do you know that's where the mistake is?"

I told her, "I've been looking at these waveforms for 25 years. The mistakes become easy to spot when you've done it that long."

When you turn your editing tasks over to a professional podcast editor, they can edit your show in a fraction of the time it takes you.

They also know little editing tricks, like making the edit after the breath to hide the edit. Or making a cut next to a hard consonant to make it unnoticeable. Or when to use a crossfade or mute.

Your show will sound much more professional when a professional edits it.

THE TECHNOLOGY

Many coaches enjoy working with people and creating. The fifth benefit of hiring a podcast editor is avoiding the tech.

If you don't enjoy tech or detail work, you'll be able to delegate it to your editor.

Performing and creating use a different part of the brain than detailed work. It is difficult to be great at both.

When you delegate the technical and details work to someone else, you will find that you do much better work in your creative space. You won't need to worry about doing the tasks that neither excite you or you're not good at completing.

Somebody loves the details. Leave it to them.

COACHING

The final benefit of hiring a podcast editor is unique to working with me. When you enroll in my Podcast Profits Concierge program, you get full podcast editor services along with coaching from me.

You show up and perform. Leave the rest of the tasks to my team.

This includes editing your audio and video. My team uploads your audio to your podcast host and video to your YouTube channel.

They also create your show notes for you. You get social media assets, like a captioned social media video, quote cards and more.

The team will post your show and notes to your Wordpress website. There is a blog header image for your website, a YouTube thumbnail for your video, and a whole lot more.

Plus, you get one-on-one coaching with me to ensure your podcast is connecting with your audience and make more sales.

Making a real impact on the world with your knowledge and content is a powerful place to be. This is where you change lives and make a difference.

The Podcast Profits Concierge is a powerful program designed to help you grow your business.

If you are ready to explode your impact, this high-level package builds a powerful podcast with coaching, handles your complete audio and video production of four episodes per month to free your time, supports you with a community of like-minded coaches, and pours gas on your fire.

To learn more, visit www.PodcastTalentCoach.com/editing. The full details are there.

DRIVE TRAFFIC FOR SUCCESS

How many listeners are enough? Just a few more. We all want more listeners. But, how do I drive traffic to my podcast?

My son and I went to the movie theater this weekend to see the new Indiana Jones movie. It was good. I'm a big Harrison Ford fan.

Do you ever wonder why the big movie studios are so quick to jump on the sequel bandwagon? It isn't simply easy money. It's easy marketing.

When they release a sequel, they don't have to work as hard to drive traffic to the movie. The main character is already familiar to the audience. The basic famework of the movie doesn't need explaination.

With a sequel, half the work is already done. They simply need to make fans aware that the movie is available.

The same is true with your podcast. It is much easier to keep current listeners than it is to attract new ones.

When podcasters reach out to me for their free strategy session, they answer a few questions before we get on the call. One question I ask is, "In what ways do you need help with your podcast."

Of all the applications I receive, at least 80% include growing their audience. Most want to discover ways to drive traffic to their podcast.

Growing your audience to increase downloads is usually somewhere in our goals regardless of the length of time we have been podcasting. You're not alone.

Trying to drive traffic isn't clear cut and doesn't happen overnight.

There are a few nuances in the terms we need to understand before we can drive traffic.

CURRENT VS NEW

The first thing we need to understand is there are two sides of the equation.

To drive traffic, you need to attract new listeners while keeping your current listeners coming back.

If you are only attracting new listeners without doing anything to keep your current listeners, it is like putting water in a bucket that has holes in the bottom.

The more you put in, the more that leaks out. You never make gains.

Instead, keep your current listeners coming back. Then, add new listeners to those already at the party. This is how you grow.

LISTENERS VS SUBSCRIBERS

We need to understand the difference between listeners and subscribers if we want to drive traffic.

When your listeners don't convert into subscribers, you need to go find those listeners for every new episode and get new listeners in order to drive traffic.

However when you convert those listeners into subscribers, they automatically get the new episode on their phone as long as they continue to listen and continue to subscribe or follow.

DOWNLOADS VS LISTENS

We also need to understand the difference between a download and a listen.

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

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

An IAB download removes any IP address or user agent that is on a blacklist. It also ensures at least one minute of playable content is downloaded.

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

Either way, a person doesn't need to actually listen to be counted as a download.

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.

If they stop listening, their podcast player will usually stop downloading episodes after a few episodes. This number is set in the podcast player.

To drive traffic, get your audience to listen. When they listen, episodes will continue to download for them.

CONSISTENCY

The other thing we need to understand in order to drive traffic is consistency and patience. It takes both to drive traffic.

You want to get your listeners in the habit of listening to your show.

In 1960, Dr. Maxwell Maltz said it takes patients "a minimum of about 21 days for an old image to dissolve and a new one to jell." Dr. Maltz published that theory and his thoughts on behavior change in a book called Psycho-Cybernetics.

As with many quotes, over the years it was taken out of context. The stat was eventually quoted as, "It takes 21 days to form a new habit," leaving out the important "minimum".

A study at University College London and published in the European Journal of Social Psychology says it takes an average of 66 days to form a new habit.

That is why consistency and accountability are important. If you want people to remember your brand, it takes frequency to the target.

DRIVE TRAFFIC LIKE MCDONALD'S

In radio, we talk about top-of-mind awareness. Brand advertising is designed to help make brands memorable.

When Coca-Cola runs their brand advertising campaigns, they don't expect you to drop everything you are doing and run to the store to buy Coke.

When McDonald's creates their branding commercials, they don't think you will suddenly turn around and pull into a drive-thru.

These brands are creating top-of-mind awareness. These companies want to be the first brand you think of when you are hungry or thirsty.

When you pull into a quickie mart for a drink, they want you to think Coke. When you ask your kids where they want to grab a bit to eat, they say McNuggets from McDonald's.

It is all about top-of-mind awareness to build your brand and drive traffic.

How many brands of toothpaste can you name? Quick, off the top of your head. How many come to mind?

You can probably name the toothpaste brand you use and the one you use when your favorite isn't available. Maybe one more. Unless you work in a grocery store, you can probably list 2 or 3.

A quick search of the internet shows there are actually 49 brands of toothpaste. How about Gleem, or Mentadent, or Close-Up? 

That list simply includes brands. There are multiple varieties within each brand. When I checked the Crest toothpaste website, I saw 60 different varieties of Crest that were available.

The only way for a brand to win is to create top-of-mind awareness. When people think of your niche, do they think of you? Are you in the top two?

DAILY EMAIL

I send an email everyday to my list. Every email contains a tip that will help you drive traffic to your podcast, improve your show, or grow your business. Each email typically ends with an offer to get more help.

Some people think I'm crazy sending an email everyday. They think if they send a daily email, people will unsubscribe.

First, people will stay subscribed when you send value like I do. Second, people that unsubscribe aren't your ideal client anyway.

The primary reason I send a daily email is for top-of-mind awareness. When people on my list think of podcasting, I want them to think of me.

Then when they are ready to solve a problem where I can help, they reach out to me for a strategy call to build their plan and reach their goals.

Your top-of-mind awareness doesn't happen overnight. It takes consistent work. The same work it takes to drive traffic, increase downloads, and grow your audience.

HOW TO DRIVE TRAFFIC

As I mentioned, there are two sides of the equation when it comes to growing your audience. You need to attract new listeners. Then, you need to keep your current listeners coming back episode after episode.

There are different tactics you can use to drive traffic on each side of the equation.

You don't need to use all of these ideas. But, it's like multiple streams of income. The more you use, the less reliant you are on any particular tactic.

When you use multiple methods to drive traffic, you won't get crushed if one particular method goes away or dries up.

It is similar to when COVID hit. If all of your traffic was coming from live events, that tactic dried up. You would be stuck.

However if you were using live events and virtual events, you would still be able to drive traffic when all of the live events went away.

I would suggest you use at least one on each side of the equations. Two or three will insulate you from big changes in any particular tactic.

Let's start with attracting new listeners.

DRIVE TRAFFIC WITH OTHER STAGES

If you want to drive traffic, you need to get in front of new audiences. Find other stages.

A stage is defined as any time you can get in front of an audience. This could be a live, physical stage such as a conference. It could be a virtual stage, such as a summit or presenting to a mastermind. Getting on another stage could also mean being interviewed on another podcast.

Where are your ideal clients already gathering? Those are the stages where you need to appear.

To drive traffic, reach out to the people who control those stages, and ask what it takes to appear at their event.

DRIVE TRAFFIC WITH ENGAGEMENT

Being in front of your ideal clients and other experts isn't enough to drive traffic. You need to create engagement and get people to take action.

Leave feedback for other shows. Everybody loves attention.

The best way to grow your network is by making contact with others. Start by commenting on podcasts, blogs and discussions of other influencers.

Don't simply be a lurker, reading all the other posts. Get involved. Take action.

You want to be seen as someone who gets things done. By taking action and engaging with others, you send the message that you are active.

You will get seen by more by commenting on other posts rather than creating your own posts. Find conversations with a lot of comments and comment there.

When you comment on others posts, everyone who has already posted will get notified of your comment. However when you create your own post, you need to start from zero to attract attention.

DRIVE TRAFFIC BY NETWORKING

You can also drive traffic by directly networking with other influencers. Find those who have the attention of your ideal client.

Network with other shows talking to the listeners you want to attract. Help each other.

Find people in your niche who compliment what you do. Team up to help each other grow. Look for ways to share each other's content.

If you know where your audience congregates, that would be a good place to look for them. There is a good chance others in your niche are talking to the people you would like to reach. Start making friends.

Start by commenting on their podcast. Send the host questions for their show. Become a familiar name.

Depending on the level of engagement the host receives from her audience, you will become a familiar name after some regular engagement.

Once you are on the radar, reach out with an introduction e-mail or message. Ask how you might help. Give first. See where it goes from there.

HELP OTHERS

On the other side of the equation, we need to keep your current listeners coming back again and again.

Start by helping your listeners.

Do Facebook Live "ask me anything" sessions. Prove that you are willing to help them achieve their goals. Give them direction.

If you become the go-to resource who knows where to find the answers, you become the de facto guru in your space.

Answer questions on your podcast. Reply to email. Give them resources even if they are not your resources.

One resource I share is the 60-second blog planner that I use to organize my content. I got it from Ryan Deiss at Digital Marketer. It is fantastic.

The planner helps ensure I use a variety of topics, I know what call to action I will make on the show, and what type of episode it will be.

If you would like it, just shoot me an email at coach @ podcasttalentcoach.com.

When you are a resource for your audience, they will keep coming back.

BE SOCIAL

Next, use social media to spread your message and drive traffic. Be active on Facebook, Instagram, LinkedIn, Twitter or any other social platform you love.

The people that follow you on social media are already aware of you. This is not a strategy to attract new listeners.

Consistently interact with others on social media. Avoid always asking. Offer to help.

Don't simply look around. Get involved. Be active.

Have you ever had that person in your life who would only call when they needed something? You know who I mean. They need money or they want an introduction or they need a ride. You don't want to be that person online.

Social media is a great place to grow relationships. If your activity is all one-sided, it will be very difficult to build friendships.

Connect on social media and remind your fans to listen to your podcast.

DRIVE TRAFFIC WITH EMAIL

To drive traffic and keep your current listeners coming back every episode, send them an email and remind them to listen.

Create a process you can follow every time you publish a new episode.

This should include sending out an email and giving your list a reason to listen.

Your email should be more than just telling them the episode is available. Tease them and create some anticipation. Pique their curiosity. Make them want to listen to the episode to hear the rest of the story.

DRIVE TRAFFIC WITH YOUR CONTENT

Finally, you can keep listeners coming back every episode by teasing the next show at the end of every episode.

Plan ahead. At the end of the show, tell listeners what to expect on the next episode.

Again, you want to make this a tease and not simply a promotion.

Saying, "We'll talk about how to drive traffic next week" is promoting what is coming next week. It doesn't create any anticipation.

When I say, "Next week you'll discover how to drive traffic like McDonald's and Coke" it creates some anticipation and an open loop. You need to come back to get the rest of the story.

That's the difference between promoting and teasing. Create anticipation and get your listeners to come back next week.

Take consistent action this week. Pick a few of these strategies and put them to work for you. Let's see what you can do to drive traffic to your podcast.

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.