So after I’d made this decision where I’d gone, right, podcast is the thing that we need to pursue here, I had another couple of questions to myself. And I’m a really big believer in modeling and looking at traces of success. And the first question I asked is, what does a podcast need to look like to be successful? So when we look at the podcasts that are online, what are they doing? Who are the people that are actually killing it with podcasts and how do they behave?
And then the second thing I asked, because I wanted to put this important layer on it, is, what are the successful businesses doing to drive success from their podcast into their business? Because it’s one thing to have a really big podcast, just like you might have a fan page on social media with a lot of likes, but it’s a completely different thing to turn that into growth in a business and success in a business. And ultimately, I came back to this plan and this is, well, I sketched it up on my iPad, my designer’s done a wonderful job of making this look good. But I came up with this as a system.
And this would be the system we would introduce here. I realized we need to get some traffic, that traffic we were going to drive to the podcast. Now I elected to do a video podcast because I believe the future of podcasting is video, thanks to key roles like Joe Rogan, or Tom Bailey, who are definitely pushing this stuff very, very hard as more people emulate what they do. On the back of that, the most successful podcast I found put a lot of attention in getting people on their email list. Then to the next part, they would nurture people from their email list and then eventually offer them some way of coming into their business. And you’ll notice there’s an extra arrow there, because certainly at the top of that, there were a lot of people actually selling things straight from the podcast. So for example, when James made a recommendation for a book, I wasn’t waiting to get it on his email list. I was buying that thing straight away as I listened to the episode.
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