What if a prospect that you couldn’t even get your foot in the door wanted to hang out with you for an hour?
What would it be worth to you if your favorite prospective client kept all of your expertise on their nightstand or on their desktop?
Podcasting and a Book is like standing in a lake of kerosene, striking matches. The two work so well together; there should be a warning label.
The traditional Funnel Stage Marketing, by design, is cumbersome and unforgiving. The Sales Funnel once offered a valuable path to success. As long as you kept shoveling new prospects into the top of the funnel, you’re bound to see profits spit out of the bottom.
(Image source : How the Marketing Funnel Works from Top to Bottom,
By Rebecca Lee White)
But this also guarantees you will lose more business than you attract because, at every level, the person is allowed to disqualify themselves from your process, no matter how much time and money you have funneled into their procession. As your prospect steps through your funnel, he is asked, “are you aware,” “are you interested,” “would you consider,” exhausting both the assessor and the assessed. Instead of beating the prospected with unexciting, unending, pre-qualifying questions, we would prefer generating the prospective’s interest and compelling the consideration of the topic’s product or service. If you’re waiting for the person to grow inner excitement, then you will be waiting a very long time. During that time, you will be forced to pour more prospective leads into the top of your funnel to keep up with the slippage at every crack and crevice. Only to have them disqualify themselves because they cannot self-generate enough excitement to stay in your funnel.
“Customers and clients used to move slowly down the path from awareness to interest to purchase too, ideally, loyalty,” says Helen Lou for the Greater China Division of Procter & Gamble.
The modern marketer must understand the unprecedented changes in consumer behavior over a brief period. Companies must understand the shift in the balance of power between brands and build processes that guide prospects through their journey from purchase to loyalty. It’s not about leads. It’s about time and recourses to turn your prospects into brand ambassadors.
Podcasting doesn’t reduce the number of stages in the sales process, but it switches, never-ending questionable surveys for positive pressure, applied when needed. Instead of asking unending pre-qualifying questions, you are offering opinions to the listener on why they should be interested and why they should be considering the offering.
In the early days of TV and Radio, audiences found most programming uninteresting. The jokes fell flat until the American sound engineer Charles "Charley" Douglass invented the laugh track to cue the audience to laugh in the right places. Which in turn, spurred on more laughter and more interest, and the laugh track became a standard in mainstream television in the U.S., dominating most prime-time sitcoms from the late 1950s to the late 1970s. The open mic-podcast has become that laugh track for your sales funnel marketing teaching your listeners what is essential, what is exciting, and what should be considered attractive. No longer leaving comprehension to chance, the podcast walks the listener to a better understanding of why they are interested and why they are spending time with you instead of your competitor.
Multiply your effectiveness ten-fold when you add a book to your podcasting. Motivated by face to face, trust-building podcast, your readers will get to know you on an intimate level through your writing. Your customers can leap from knowing nothing about you or your brand to a purchase forming loyalty within a matter of days versus weeks or months with little to no slippage by producing the interested instead of polling for results; you are generating new business.
In my book journey, I took practical steps to make every effort a success, every step a determined thoughtful move forward, and every learning experience only experienced once. I’ve earned the skills and knowledge, best of, and worst of example to show you and help you avoid the mistakes while capitalizing on the triumphs, and help you understand it can apply to every person’s business. Using a book paired with a podcast generates a virtually endless supply of leads over and over, month after month, in your business, and we will break down those steps necessary to create an infinite stream of interested clients, and how and why most authors “Fail Down.”
After seeing hundreds of authors produce good books only to see their frustration when the book fails to provide the wanted/needed--expected results. I met Melanie and Jenn, of Elite Online Publishing, on a podcast interview and together we created inspiring guidelines that anyone can produce the desired results every time. We will show you where the potholes are on this journey. So you can avoid them. We will give tips on how to finish your book quickly by teaching you how some books write themselves.
We will also digest the book authoring process starting with how a book topic is selected, not by magic or serendipitous toss of the dice, but rather clear defined parameters to topic a book that will spur fascination within your readers and your prospects. Melanie will also delve into the best approaches to the writing process so that even if you're not a natural writer, you’ll be able to effortlessly produce a successful book on just about any topic your heart’s desire. We have included an entire chapter on marketing strategies to capitalize on your efforts to turn a profit at every step in the process. This collaboration has been on the workbench for a couple of months, and I think it's been one of the most significant experiences in my professional career. This book was written for us by recording our webinar and transcribing it. This has been one of the easiest books I’ve ever written.
If you are a business owner wanting to create a never-ending stream of new clients and contacts for every corner of your business, then this book may be exciting for you. If you are interested in writing a book that seems to write itself, then this book may be motivating for you. If deep into your heart's desire is to write the next great American novel and to become a modern-day F. Scotts Fitzgerald, then sadly, you are probably not in the right place. But you might want to check out the marketing strategies just in case you want to sell your book once you are published.
For those authors who have written a book and want to get much better results, and entrepreneurs who maybe have a book idea, but they're not quite sure where to start, you're going to walk away with your arms full.
THE POWER OF A PODCAST AND A BOOK TOGETHER
The idea of writing a book can seem daunting, but we’re here to tell you how to effortlessly create your own book and use it to attract high ticket clients. This book is filled with proven ideas and techniques that are currently working for us and our clients. You will learn how simple it is to repurpose your current content into a book or a podcast. We’ll be using a lot of real-life examples as we detail marketing techniques and tools to write your own book and create your own podcast.
I’m Steve Gordon, a bestselling author of four books and the host of Unstoppable CEO Podcast. My first book completely transformed my business. Podcast Prospecting was written in 2017. I started using it with my podcast and it became clear to me that having a book is the best lead generator. In fact, of all the marketing tools I’ve tried, there’s nothing that quite compares to a book. Webinars, email lists, and social media platforms all have their place, but books enhance each and every one of these areas, creating high quality leads.
What is the perceived value of a book? When we look at a book that might only cost ten dollars, the value we get out of that book can often be in the millions of dollars. Who hasn’t read a book that has changed their life or business in a meaningful way? A book can create tremendous results for your business and clients. Consider this: if you see a book that speaks to a problem you’re seeking to solve, isn’t that something you’ll check out and quickly purchase because it's an inexpensive and high value way to get needed information. That’s exactly why books work so well. They work better than articles, blogs, brochures or flyers. When you package your knowledge into a book, it immediately has a higher perceived value and will generate the right kind of leads, customers and media attention.
You’re probably wondering at this point why there is such an emphasis on podcasts and books. Well, the answer is simple. Books and podcasts, when used together, are perfectly aligned to creating a solid marketing plan. Time and time again we saw the same amazing results. Lead after lead came in through our landing page. You see, inside the first few pages of my book I had a CTA (Call to Action)! A CTA leads the prospect to a landing page for a free offer. The free offer needs to be compelling, and you want to give your prospective client something of value. Ask yourself, what does your client want. What value are they seeking? It should come as no surprise that we are a big proponent of books in and of themselves, but when you combine your podcast and book together, the results are endless.
Four Benefits of a Podcast
Podcasts are a simple way to create relationships and the easiest way to create a plethora of marketing content. Back in 2012, I wrote an email every weekday. At five o’ clock in the morning, I’d send out an email, which was a lot of work. It was a lot of time and energy writing, for someone who’s not a natural writer. How do podcasts solve this problem? Now all I have to do is show up to my podcast interview. I meet with interesting people and I build great relationships that lead to other collaborative opportunities and new business. After the interview my marketing team takes our creative ideas, spoken during podcasts, and turn them into emails, social media posts, and other marketing content. Doesn’t this sound like something you’d like to do to make your life easier? A perfect example of this is how this book got written. I was a guest on Jenn Foster and Melanie Johnson’s podcast, Elite Expert Insider. Before and after the recorded interview, we built a relationship. This conversation then turned into us doing a webinar together, about how books and podcasts word together. This Webinar is now the book you are reading.
Seth Godin, former Vice President of Yahoo’s direct marketing and author of eighteen books, says that you should have a podcast, and because he is Seth Godin, we’re inclined to agree with him. He also said that “Podcasting is the new blogging”. There’s really no easier medium right now for you to get your message out.
The biggest problem that most businesses face is no one knows who you are. You are obscure, you need to get your name out there. You are the best kept secret in your market. The great advantage of a podcast, through the sole power of your voice, you can have a conversation, speak directly into the microphone and get your message out there. It’s better than blogging. Blogging is a form of creating content. You know, the kind where you go into your office, or the writing cave, and type away. It’s something done in solitary, but that’s not the way business works. All of the best results in business have come from relationships, and podcasting allows you to not only create content but develop relationships and collaborate with other businesses. It also allows you to multiply your results instantly. You are not going to post an article and hope someone sees it. With a podcast, you have already created a built-in motivation for at least one other person to share it with everyone they know — and probably even more than that!
#1 Creating Strategic Relationships
Gary Vaynerchuk, a Belarusian-American entrepreneur,
New York Times bestselling author, speaker, Internet personality, and a cofounder of Resy and Empathy Wines, stated the other day on LinkedIn, that “starting a niche podcast is one of the most incredible opportunities for anyone in B2B.” Podcasting works for Adam King, the Captain of Think Like a Fish, and host of The Client Catching Podcast. Adam’s passion is helping service businesses, advisors & experts to build their own “Client Catching Ecosystem” that removes you from up to 90% of your marketing and sales process, instantly boosts your authority, while at the same time increases the quality of leads, appointments, and clients that you attract and catch… All without spending a penny on advertising or adding more hours to your week!
Why are we such big proponents of podcasts? It allows you the freedom to do a lot of different things, such as creating strategic partnerships and relationships. This is the most important reason to have a podcast. We would record podcasts even if nobody listened. Sounds crazy, right? It’s not. While we are beyond thankful for our listeners, the vast majority of the value in any podcast comes from the relationships you build with the people that you invite on as guests. If you do this thoughtfully, you’ll be able to create these relationships with other businesses that you would never have been able to connect with via any other medium. Because you’ve got a place where they can come and promote themselves, they are going to show up. Not only that, but they are going to be excited about it! It allows you to be the buyer — and you always want to be the buyer. You want to be the one that is buying rather than the one that’s trying to sell someone or convince them to join you. When you invite someone as a guest to your podcast, you are buying them. You are giving THEM the opportunity to shine. This puts you in a powerful position. As you start these relationships you will find it’s extremely effective.
Melanie and Jenn interviewed a man on their podcast just two weeks ago. He was launching his digital training course and looking for strategic partners. Jenn and Melanie jumped on board and helped sell his course through an affiliate link. In return he interviewed them on his podcast where they gave away a book for free. Here was the CTA: Text your name and email to 58885 with the keyword elite to receive the book How to Write Your Story of Accomplishment and Success. When the podcast and digital training course were released, Melanie and Jenn received 75 leads in the first 4 days. This is the power of a strategic partnership.
#2 The Forever Follow-up
Businesses should investigate and consider podcasting as another channel for marketing, sales, service, communications, and branding because the medium is in serious growth mode right now: (source: https://www.business2community. com/)
· 1 in 3 Americans listen to podcasts monthly
· 1 in 4 Americans listen to podcasts weekly
· Podcast listeners are affluent – more likely to make more than $75,000 per year
· Over half of listeners are more likely to consider buying an advertised product
Having a podcast allows you to create the forever follow up. One of the biggest challenges we see in businesses when we start working with them is that they have so many leads that they have generated over the years, and they haven’t done anything with them. With just a small amount of work every month, you create that follow up. Your leads will be going onto their podcast list, getting an email every or every time a new episode is posted. It’s an instant follow-up, one that is relevant to them. It’s not just a sales pitch. You connect instantly with your leads. It also provides your social media content. You do a simple 30-minute interview and you’ll be able to pull 5-10 quotes out of that, and those quotes can go into social media content. You can pull images out of it - in fact you can create a wide array of content. You can tag the person that you interviewed on your podcast, and that opens up another world of listeners. The content then begins a snowball effect.
An easy thing to do is take a podcast episode from a year previous and re post it on your social media. Tag the person you interviewed and start the engagement in your comments. The person you interviewed will see this and also get engagement. Melanie and Jenn did this and out of the blue the person they interviewed called them and wanted to give them a client that was ready to write a book. One post on social media turned into a client instantly.
#3 Demonstrate Your Expertise
Having a podcast gives you the opportunity to demonstrate your expertise in real-time. This is a really powerful tool, and yes, if you’re showing up every week or every other week and you’re doing an interview or having a conversation, you’re establishing your credibility. When you’re doing an interview, you are having a conversation — you are not grilling the person on the other end, like you might imagine an interview to be. While you are discussing your experience the other person shares their expertise in their area. You’ll be able to comment and contribute. It’s a natural flow. Your listeners, over time, get to hear that natural flow of conversation. They get to hear the real depth of expertise on the topic. The listeners also develop a relationship with you.
One of my listeners reached out to say that he had been listening to my podcast for hours as he traveled on a business trip. He didn’t have to be convinced or receive a fancy sales pitch — he was ready to become my client. That is the power of a podcast, it lets you build relationships on a scale you just can’t do otherwise.
#4 Develop Intellectual Property
The last big benefit of a podcast is you get to develop your intellectual property. As you talk through your message, your message gets refined, very quickly. You can even take it one step further and organize your episodes. For example, each episode could be a different chapter in a book. You could then hand that off to a ghostwriter or editor — it’s a very easy way to create content and develop your intellectual property. This very book was created from a webinar we turned into a podcast. You get a lot of bang for a very small investment. We’re talking maybe two to four hours a month of total time invested. For most people it takes them that much time to write one decent article, sometimes more. When you have a podcast the results are limitless.