When it comes to podcasting, there is a bit of a trap. I think a lot of people want to get a podcast because they want to drive business. But I think, as Dean Jackson does, a podcast is better for conversions. It’s somewhere you send someone after you’ve got their email address. I think you do other things to get the email address in the first place. So it may not necessarily grow your business.
Now, if you’re thinking you’ll get famous people on and they’ll promote your podcast, you’d be disappointed. Because usually, the more famous someone is, when you get them on the podcast, they have a much clearer, more specific agenda. They’re more powerful than you in the equation. And you’re not generally going to be on their top of mind when it comes to promoting the episode.
Now you can do things to help. You can prepare an email for them with tweetables, you can tell them when it’s published, you can give them ready-to-go content and pray and hope that they publish it on their social media, or in some cases, even send it to their email list. I can count on one hand the number of people who have sent my podcasts to their email list. Off the top of my mind, Jay Abraham did. So he’s a famous, powerful person who did email my podcast. Secondly, Scott Desgrosseilliers from Wicked Reports, he emails when we do a podcast. So I would have both of them back on my podcast, because they will help me get a bit more reach. However, it’s rare.
The best type of podcasts for making sales will definitely be the ones for your perfect prospects. So if you can bring on existing customers who you’ve had a transformation with, that will highlight for other people that you are the right person to help them, and it will help the conversion process. And I don’t know if you think about why you’re here in my membership. But was it because you were listening to a podcast and did it take some time for that conversion to happen? And how did you get on to the podcast in the first place? Because whatever caused that could be good.
And I’ll tell you, what gets you more exposure for your podcast is being on other people’s podcasts. So you’ll usually get a bigger result publishing as a guest on other people’s podcasts than on your own podcast, in terms of reach, because you’re tapping into someone else’s audience. And I imagine if you do that guesting thing, you’re not that interested in promoting their podcast, because you went there to get customers, not to give them yours. And this is a big differentiator.
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