Overview:

Steve Brossman is on a mission to demystify the path to achieving six-figure earnings as a PodGuest without the hassle of hosting your own podcast, or pitching.

Based on a blueprint that has been meticulously crafted over three years, discover how 70% of your income can be secured before the record
button is even pressed - creating value and establishing your worth well ahead of the podcast episode itself.

About Steve

His journey has seen him speak across 15 countries, being a 9 times best-selling author writing, and training over 55,000 entrepreneurs and professionals. Today, his consultancy extends from small businesses to multi-billion-dollar corporations, making him a sought-after strategist in innovative ‘micro sales enablement strategies.”

Takeaways:

• Podcasting is becoming increasingly important for marketers, with 89% planning to increase their focus and spending on audio content.
• Simply appearing on a podcast and sharing your story is not enough - you need to proactively engage with the host and provide value to their audience.
• The key is to make the podcast host feel like the hero, not just promote yourself. Focus on elevating and edifying the host.
• Craft an engaging narrative and story for the podcast, not just a generic pitch. Build excitement, energy and enrollment.
• Provide specific, actionable value that the audience can implement, not just general information.
• Quantify the benefits and "agreed implementable value" you can provide, making it hard for the audience to say no.
• Treat each podcast pre-call as an important sales conversation, not just a casual chat. Do your research on the audience.
• Podcasting allows you to build long-term relationships, not just one-off appearances. Treat it like a marriage, not a one-night stand.
• The value of podcasting exceeds social media, as you get dedicated attention for 30+ minutes.
• Having a repeatable framework and system for podcast outreach and engagement is key to scaling your podcast strategy.

Automatically-Generated Transcription:

It's, uh, we are, we're here for the Elite Marketers March, 2024 edition.

And, uh, first up we've got Steve Brossman and Steve's on a mission to demystify the path to achieving six figure earnings as a podcast without the hassle of hosting your own podcast or pitching.

And so it's based on a blueprint that he's been meticulously, he is particularly crafted over three years.

And what you're gonna discover is how 70% of your income can be sourced before the record button is even pressed.

Creating value and establishing your work well ahead of the podcast episode itself.

So you probably don't need a introduction to, uh, to Steve, but you know, he's been, you, he's Yeah.

Spoken across 15 countries.

You know, he's, he's a bestselling, you know, author and Yeah.

And a, and a veteran of marketing.

So with that being said, I'll hand the reins over to, uh, Steve Brossman.

Thanks, buddy.

I'm, I'm gonna cram about eight weeks of training into 30 minutes.

Have I got the share screen happening?

It's all working.

Yep.

No, excellent.

All working.

Cool.

The interesting thing is, and I was never a big podcast person.

I don't drive long enough to listen to a 10 minute podcast, so I've never been a big fan of them, hosted my own for a while.

But, uh, when I decided to move my business in January 21, middle of Covid to America, went to one networking event, had one introduction, and then between networking and podcasting just being guests, it went from zero to six figures in under 10 months.

And every year since I've been doing over six figures just from being a podcast guest.

And I thought that's how people did it.

One of my clients came to me when she first started.

She said, I've been paying to get on podcasts and I haven't got a client in three months.

Scott was saying, Hey, listen, I've been on a podcast or two and I've got nothing from it as well.

I looked at what other people were doing, I thought, here's why.

But it's time to take it seriously, because last year, recent, it was just released that 89% of marketers actually said they're gonna increase their emphasis and spend on audio content.

And I've been in video marketing since 2008, and for the first time ever, the state of video marketing report was actually called the State of Audio and Video Marketing Report.

So the big boys are gonna pay a lot more attention to audio marketing.

It is a forgotten frontier, but it's a tsunami that's really going to hit down on us.

So most people, I'm going to not stop for q and A here, and we'll do it at the end.

Most people get on a podcast and expect to make their money generally one way.

And that's get on.

And they're all told to do one thing.

Share your story, share your knowledge, give them a call to action and send them somewhere, which is hopefully sooner or later they'll get in my funnel and they'll buy something that's very linear.

You might as well get on your knees, put your hands together and pray, because that's about as much as you're gonna get from that.

And it is just the wrong way about going about it.

Not saying you can't, I've been on, I've done podcasts and I've had people buy my program.

I've got one that's still paying me and they're paid me over 70,000 just from being a guest on a somebody's podcast.

Then there's pass on.

That's referrals.

But the big ones are here.

That's partner and promote negative is even when we go to the mountain.

That was interesting.

So how did some of those happen?

This happened in December last year on a pre podcast call.

And we, in our training, we spent two weeks on how to maximize the pre podcast call.

So we chatted, they said, wow, I think we can do more than just 'cause as well choreographed, well, more than just a podcast.

How about we organize a workshop for my people?

That would be great.

90 minute workshop.

There was 30 there.

We netted.

I personally netted 20 2K.

We co-created a new product together, which is now selling around two to four per month.

Then we actually recorded the interview, and from the interview, two people took up one of the programs and there was 10 K there.

So that pod cast alone generated 30 plus just from having the right conversation with the actual host itself.

One of our students in February booked a 60 minute workshop from the pre guest call.

There were 25 people and she knitted 16,000 before the podcast was even filmed.

See, most people think the, the pre-chat is all about microphone check, what are the questions?

Et cetera.

Now you do your homework and you get on, you get the host excited to work with you.

If they don't do that, then they're excited to promote you.

And the energy through the podcast is so much higher because you excited host and that energy will actually drive the sales or connections through.

Once I launched in America, here is just some of the podcasts that I've been on.

One square here, we had a connection, his VA was sent me to say, Hey listen, see if you can get Steve on.

He'd be a good guest.

I said, no, I want to talk to the boss.

We have a collaboration.

We filmed one of the videos today that will take the collaboration partnership to Seven Figures in August.

And that was from a connection pre podcast getting through to some of you will know some of these people here to being positioned alongside for me.

These are the gods in my world.

So that's what it can actually do for you.

One of the things that we teach people to do that if you are having a chat with the host, there's a nice little sequence we do instead of, and these are banned from the vocabulary of anybody that does our training.

They said, what is it that you could speak on?

You will hear, and you've probably heard over and over again, I'm sure none of you have ever used it.

I can speak on this.

I am passionate about this.

Have anybody heard that?

Yeah, I'm passionate about this.

I can talk on this.

That's basically saying wheel outta soapbox.

I'm just gonna jump up and down.

The formula that we use is, Hey, listen, we have a system blueprint roadmap or something for this.

This is how we work with people.

I am going to give your people and we talk about the three key things that they are going to get, the difference it's going to make in their life and or business.

And word it in a way that they will think and they are going to run back to you.

Thanking you for having me on.

So the goal is to make the host feel and look like the hero.

Not, hey, it's all about me.

It's how can I elevate and edify you in front of your people and build the energy through the podcast?

I'm gonna talk a little bit more about that in a second.

But in the beginning, if you say, this is how I work with people, I'm gonna pull out three key things that are gonna be of high value to your people.

Then they'll look at and say, wow, that probably deserves more than just a podcast.

Some of my people might need that.

How can we work together beyond the podcast?

That's the actual goal of the pre-chat, to start that conversation.

How can we go beyond, just because the podcast is a coat hanger for collaborations, it's not the end result.

So the thing is your bankable story now, Scotty, you're a well noun copywriter.

How much time effort do you spend on creating the story, the narrative of the copy that you are doing, versus how much time and effort did you put into crafting your story for the podcast?

Yeah, interesting.

Like, like on a sales letter versus a podcast.

Yeah, I'd, I'd spend a lot more time on a, on a sales letter than I really think about for a podcast.

Yeah.

Yet you can, and some of your copy generates significantly more than you probably get on a podcast.

But that's the thing most people get on and just blurt.

They tell their story as if it's about them.

We break it down.

It is not your signature story.

It is not your brand story.

The signature story and the brand story is about me.

People say build your brand story to build rapport.

Why don't you build a story, create excitement, engagement and enrollments.

You can, your bankable story needs to be memorable.

It's unique, it's clear, it's memorable.

It needs to be desirable.

It cuts to the chase in the first 30 seconds.

The person needs to get into the JLM effect.

The just like me.

Wow, that person's just like me.

I bet they can empathize with me because they have gone through it.

You don't tell the big story.

You tell the just like me story.

You start there and you've got them from hello.

Then you go through the struggles just like them.

Then you have the aha, authentic, helpful, and actionable.

Aha.

And then it's like, here is the breakthrough that I've created that will shortcut and deliver results.

And then you go into the last phase of here is somebody that I have helped with those.

So then you have the, then Harry Met Sally Effect.

I want what they're having.

So you start with the wow that's just like me, very clear and direct path to wow, I want what they're having.

And when you get that as your bankable story, it will be bankable.

See, most people will tell their story.

It's almost like a buyer.

And I say, wow, they've had an interesting life.

Hmm.

And walk out the door.

That's it.

They tell a story.

Whereas when you turn that into a bankable story and use the framework that we've created, it's very, very bankable.

And no surprise, we create a blueprint around your bankable story.

So when it's memorable, desirable and referable where somebody says, I remember this person, you've gotta talk to them.

It's how do you want people to talk about you?

What is it that you have other people say about you that's memorable?

It's desirable.

And when it's referable, that's when it's leverageable.

So that's the framework that we teach on your member, your bankable story.

When you can do that in 90 seconds.

So Greg, we've done the introduction, blah, blah, blah.

Tell us a little bit more about how you got to here.

Bang, your bankable story comes out, the audience are listening.

And that's gonna be two or three of the key things that I'm gonna share with your people as we get through here.

And you sl you lead into building the energy flow during it and you can actually guide the conversation when you've got your, your act together.

Now, quickly, 60 seconds on this.

There are three relationships in a podcast.

You need to look after all of them.

There of course is the host and the guest.

Your job is to excite the host before you get on.

That's the pre-chat.

They're excited.

They might be doing some more work together and they'll get on and say, Hey listen, I've had a great chat with, uh, with Brent.

He's got some fantastic thing.

I can't wait for him to share this information 'cause I know you're gonna love it.

That's because you've done your job, right?

Not, Hey, today we've got Dan.

Hey Dan, just tell 'em about yourself.

Well you mate, who do you want to introduce you?

Yeah, not gonna happen.

So you build that relationship and you keep it going throughout.

Then there's you and the audience.

And it's your job to invite the audience in as well.

It's a three-way.

Coffee chat.

They're just not saying anything.

And you say, Hey, ha Murray, this bit is just for your people.

I've, I've got this just for, if you're at home listening to this or traveling, get a pen out and get ready to take these down.

'cause this is just for you.

Now what you've done then if you've given them a surge of oxytocin, that's the belonging drug.

And it's like, wow, I feel a part of this now.

I've gone from being a spectator to being in the match.

That's crucial.

You don't want people just to sit back and be a spectator and walk out the gate at full time.

You want them to be a cheerleader.

You want them to actually feel as if they're the MVP s**t.

I've been spending too much time in America.

The best and fairest, best on ground.

You want them to feel as if they're the best on ground.

So it's your job to cultivate the relationship with them.

The big missing one is the relationship between the host and the audience.

Now, Greg, you'd know from all the fantastic work that you do in this particular area here, here, here, and I had to really make that up.

Yeah, a funny fella, you, you, you know, from all the fantastic work you're doing this, that, this, this and this.

So I've just elevated and edified Greg in front of his audience.

So Greg's got a surge of dopamine.

It's like, yeah, it's cool.

Um, I brought, I put him up and the relationship between him and his people go up because they say how he's talking about our peop how Greg, in a really cool way, Greg must be pretty hot.

So when you've got all of that and you've got the oxytocin, the dopamine, and the happy hormones flying around, the energy is brilliant.

Now again, big fault people wait to get to the end and hope they're gonna ask me.

So how do they contact you?

What have you got for my people?

And most people will say, I've either got a book in for a discovery call that's death.

B, download my free report.

That's basically my throwaway piece of crap.

So crap.

So I can get your email address and spam the hell outta you.

There is no energy there at all.

It just drops.

What you do and we teach, is you seed a compliment.

You give some great value, and I'm sure, Brent, that your people are gonna get some great value out of that.

And Brent's gonna say, thanks so much.

I I know they're gonna love it.

Hey listen, I've got that and I've got this tip and this tip and this tip in a special download that I've got just for your people.

We're gonna go look, we'll talk about that at the end.

So then you are starting to build the anticipation and energy of your special thing you've got for them.

And you'll mention it a couple of times.

So it's a natural energy flow to finish, click enter your details, download.

It's like, well, I, I want that.

Yeah, I, I want more of this.

So you've gotta create that flow so that the next step is a logical and a seamless one.

Your talk and your bankable story needs to follow this exact framework.

You might wanna write this down.

It's to take the audience viewer or listener on an emotional journey where in the end, in their mind, they make a logical decision to take the next step with you.

So you are taking them on that journey and it's a logical next step in their mind.

Of course, I've gotta download it, of course I've gotta book the call.

It's value, it's a flow through.

And you do that with the actual relationship Trinity heading into the last bit.

How do we all put it into place?

This DNQC sales formula is based on some science, neuroscience from one of the companies that I work with in America.

It's the order of insights, information and question.

You have it in the right order, you get the people to come along.

This is the basis of all of our sales work.

And you should have it in every conversation.

There's the data, you give some information.

Most people will then give some more information, some more information, some more information.

And we say, be the prize, not the professor.

Excite them, don't educate them.

Inspire them what it would be like to work with you.

Not inform them what you do.

So when you give a nugget of information, and Dan, let me share how this works.

One of the people we work with just recently implemented the DNQC formula.

They're on the road, they took a call and they thought, well, I don't have anything in front of me.

I'm just gonna go through the DNQC, give some information, tell a story, quantify it, confirm.

I'm just gonna go through that.

And they nailed a $10,000 gig sitting in the car following this framework.

Now that's what I just did, gave some information.

And then the next one is narrative.

Tell a story that brings the information to life.

That story needs to quantify.

And I told you that this person used this sitting on the side of the road, all they could remember was DNQC.

I've just gotta give some information, tell a story, quantify it, and then confirm.

And they did that two or three times through that confirmation is, I've given some information, this person got this result.

Now I got down here that I haven't got.

So Grant, if we were to do that same sort of thing in your business, could you see that working for you?

Now if we were to do that, I'm just rushing through, if we were to do that, what sort of a difference would it make?

Money, time, whatever it is.

Let's quantify on a monthly basis, what would that mean to you?

Oh, okay, let's just say it's 10 KA month.

Fantastic.

Is that a priority of yours right now?

Or is it something that you can leave?

No, it's a priority.

So when you deliver some information, you show how other people have used it through.

They were struggling with this.

Here's a piece of my system that we did to help them.

And here's the quantifiable results they got.

Let's quantify the results with you.

Would that work?

This is on a one-on-one basis.

And is that something that's a priority of yours?

If you do that and we do it with our blueprint and write on it, if you do that two times through the conversation, you've put money in their pocket, they've confirmed that it's a priority, how the hell are they gonna say no when the money that you are put in their pocket, when what we call it is the agreed implementable value.

Not the box value, not the but wait, there's more.

You get more calls, you get more useless videos you get back in the old days, more DVDs.

We've got a big box and you try and push up the value of the box.

That's where the pushy selling comes from.

But when you've done the DNQC and the agreed implementable value is significantly greater than the box value, which is the cost, it is so hard for them to say no because they have worked with you to quantify and confirm.

They virtually have to say, no, I'm an idiot.

I don't believe what I just said.

And you do this even in a podcast in a guessing situation.

So Jane's asked me a question and I've given a short answer.

In fact, that's something like when we worked with this person, this is what happened.

This is what the results that we got.

And you know, Jane, I'm sure your people would love those sorts of results, wouldn't they?

So vicariously through the host, you are getting the audience to confirm and they're probably saying, yeah, I'd love those results.

So when you follow DNQC in all of your conversations, sales presentations and whatever is hard for them to say no.

And it's so, so seamless, so effortless to be able to flow through that way.

And everybody says, tell a story.

Tell stories when you insert these stories, the hero or horror stories.

And it could be a horror stories, because I remember a lady that I, you know, worked with, she went to five of my five years, she went to my free events, didn't implement a thing, and I said, that's it.

No more.

You've got to do this next program in two weeks.

She got five high level clients and we worked out that if she'd have done that five years ago, we'd have put an additional $140,000 in her bank account.

Now that's a horror story.

It's like, well hey, how many of you would like to get, you know, throw away $140,000, get off your bum and do it now.

So the, I've thrown basically a heap of frameworks at you that when you have them in place, you can think on your feet, you can deliver your bankable story, you can answer some questions and go through a flow that is really selling the value, the agreed implementable value of what you do by telling that story and quantifying it and then getting the audience possibly through the host to confirm that's exactly what it is.

So I've thrown a heap in, if I could, if I wanted to, I could actually, okay, I, I've got time to go through this.

This is basically the six figure podcast map.

Here's how you do it.

It all starts with the podcast.

And as I said, that's the coat hanger for everything.

If you go directly to the audience and think about the audience, which is good, then you are possibly trying to sell a unit one at a time.

You might have two or three people download something, eventually buy from you, and they may refer, and it's okay to have people pass you on.

I've got one guy that's so bloody excited, he's back out again.

He introduced me to 25 separate pod just referring me on.

So when you have excitement, energy, and a bankable story, it's easy to get passed on and referred on.

But if you wanna look at the leverage side, it's how do we work with the host?

Start with the pre-chat.

You can excite them through the actual podcast itself.

So they could promote for you whether they're promoting your events or they can be an affiliate.

And, and the key thing is, a lot of people get fixated on the biggest list.

What's your audience numbers?

I had one lady early last year.

She came come to me and said, Steve, I don't have a big podcast, but I think you would be perfect for my people.

And I looked at it, I said, yeah, sure.

And we did the, the pre-chat and she said, oh, you need to do a workshop for my people.

They will love this.

And we did a deal that I would do an upsell and that, and she was an affiliate for two more of my events in the next six months.

And she generated from a podcast that didn't get any more than 100 downloads on any episode she generated in six months, $18,000.

You don't have to have the biggest in the best if you've got the framework and you've got the mechanism to capture it.

So we created an event for her people.

She was an affiliate, affiliate and off we went three speaker bureaus now and one next week is running an event and selling her program, which will include my podcast profits.

I don't sell it.

She's paying me a set amount per head of everybody that does her program.

And once they finish, they then come into mind.

So we're creating programs and products together that other people are selling and including mine as well.

So when you broaden, how the hell can I work through this in a different way, really broadens the scope on, no, I don't have to just get on and do a good talk and hope somebody goes to my my lead magnet.

But you do have to do the work.

I bet.

And I would dare Scott with his copywriting to just get in there and say, I'm gonna do this.

I'm gonna do this sales letter in one go.

I'm gonna do it in one hour because that's how people treat podcasting.

But if you treat it seriously and you do your homework and you prepare well, there's no reason why everybody, if they've got the good products and products and programs to sell, that's, that's crucial.

That's a given.

If you've got the good programs to sell, then you, there's no reason why you all can't be a six figure podcast.

If you are a podcaster, most of this will transfer across as well.

See, you've got somebody come in, you have that pre-chat.

Wow, you've got some great things to say.

Oh wow.

How about we do a partner deal?

And how about I host you?

How about I promote you?

How can I can be affiliate for you?

Anything that you sell from here, I'm gonna do a fantastic job because now I know how to pull this out of you a lot better so that you don't sound sleazy and we can sell more of your stuff on my podcast.

Would that work for you?

Great.

So when, and John, you've got a phenomenal system with your podcasting and guesting and everything all set up, leading them into what you wanna lead them into.

You know, it's not about the podcast.

Your system on the backend generates the money.

My people are now getting it.

They realize it's not about the podcast, but you do a damn good one.

You'll get exposure everywhere.

But it is about what you can do to leverage it.

So I'm going to jump off screen and answer questions.

Yeah, that, that's, uh, that's great Steve.

Thanks.

Thanks he for that.

I guess my first question is, if you're, if you're being a podcast, are most podcast hosts, are they open to having the pre-chat?

Because yeah, like most, in my experience, you usually don't have a pre-chat, but do you find most are quite open and keen on a pre-chat?

Depends how you'd coach them.

And, and How do you do that?

How do you set, how do you set that up?

Oh, if I tell you that I've gotta kill you.

No, it's, it's very simple.

Most that I work with do, it's got a booking the other day.

Say, Hey, love to have you.

Let's have a 15 minute chat before we get on.

Hey.

Yep, thanks.

I'd love to jump on your podcast, Scott, wouldn't it be great if we had a quick chat beforehand so I really understand more about your people and I can deliver some really great content and really make it valuable for your people.

Does it make sense?

We have a chat.

Yep, Yep.

It's not about me.

It's how can I deliver better results and value for you and your people?

And then Scot just says they'll p**s off.

I don't care about my people, I'm just filling in time.

That's virtually what they have to say.

No, I don't care about my people.

So when you craft it that way, it's about you and your audience.

And there'll be some, some people say, no, not a problem.

Send over your questions, send over this.

We've got a pretty relaxed format.

I'm fine.

Yep, that's fine.

Yep.

Yeah, yeah.

Nice, nice.

So a any, any anyone else got got questions?

Yeah, quickly, Steve?

Mm-Hmm.

Do you research their audience so you know how to pinpoint and target certain people?

How, how would you know how to say, Hey, hey Greg, this is gonna be great for your people.

Well, if you don't know Greg, how would you know For each, every podcast pre-call is if it's a 20 thou call.

Some may be, some may not be.

But I treat them all with the respect of finding out their audience.

If I'm looking for podcasts to go on, I don't start with the host, I start with the audience and their pains, who has the audience and the pains that I'm gonna add best value to then okay, they're the, I do that research first.

There's a whole bucket load of people that talk to these people that have got the pains that I solve.

Then I work with them.

I probably do a little bit of a listen, but if you are looking at probably earning maybe five, 10, $20,000, would it be worth 30 minutes investing Apart from that, there's no cost.

You don't pay anybody anything.

You spend a little bit of time researching, you send them a video before you connect with them, you stand out and then that makes a big difference.

Yeah.

So what, what's the video?

What's the video you send before?

Like what is it just like a positioning video, a a framing video.

Like what's the, the structure there?

Yeah, I don't need to get on a hundred podcasts a month to make a bucket load of money.

So two or three, four maximum is fine for me and it's generating some, some good deals.

And I will send a personal one.

I use Bon Juro and I'll just send one off and uh, I've got two Johns here, so I might as well use John.

Hey John, I'm really looking forward to our chat.

There's a couple of great things I'm gonna share with you.

I've had a look at your people and I've got some really cool ideas that I'm gonna run by you on what we can actually have in the podcast.

So I'm looking forward to talking to you on Thursday.

Cheers.

Now that just puts you the top of the tree.

You've done your homework, you've taken the time, that should take you no more than two minutes.

Click open, type in their email record, it hit send and off it goes.

Now that two minutes is a good investment that gets them as excited as, and one of the first things they talk about, Hey Steve, I've got your video.

That was really cool.

Thanks for that.

Breaks the ice and you build the relationship before you get on.

So yeah, Nice, nice Is that, I gotta tell you that Josh, Josh is the master at doing that.

I have finally got my butt kicked by somebody that does it 10 times better than I do.

And you Do that for the host, you don't reach out to their audience Specifically?

No, that's the host.

That's before we actually get on, that's the, the pre-chat.

Get them excited so that we want to do some work with them or they want to do some work with us or find out more.

He's like, you're you're different.

You, you stand out.

You are not just, here's my resume, here's my questions.

You ask those, I'll answer them and off we go.

It's, it really helps you do you really stand out.

So what, what I hear Steve, and, and you didn't pay me to say this, but jump on and dote Steve's six week course.

It's only an hour or whatever, a a, a week.

Like, just jump on and do it.

It's phenomenal.

So what I'm hearing you encouraging all of us in business to do is to build not one night stands, but long-term healthy marriages for an entire lifetime.

And it's the quality of the host to you relationship that really matters.

It's a big lever that you're putting under the host and the audience.

That's the, that's the game in Town.

Yeah.

I'm going to go back the other way and thank you for endorsing the, the, the fast track program is building a long-term relationship is actually your own podcast.

Okay?

It's a slow burn, it gradually builds, but when you are going from somebody else's group to somebody else's group and being personally introduced to them, so it's like a mystery date.

You'll pick the type of person you wanna have a date with, but you go in, you work with that group, that audience, but then you can actually move on to the next group an audience, and then the next group an audience and the next group an audience.

So to me it's, unless you've got a system like John where you, you you churn and you, you do the, it's a brilliant system.

It's a more leverageable way to get in front of more people being introduced as the expert than having your own and actually building your own list unless you, you build it fairly rapidly.

So the interesting thing now the value in podcasting versus social media is just getting disparate because you get at least 30 minutes to talk to somebody and, and connect with somebody in a podcast.

You get seconds as you're flying by, you are introduced as an authority and an expert on social media.

You're just basically jumping up and down saying, Hey, look at me.

You are people turn up to see and listen to you.

Whereas on social media, generally you're an unwanted guest passing by a ship in the night.

So the value of spending time curating your podcasting strategy is far in excess of, unless you're doing paid ads and things like that far in excess of just trying to curate social media and being at the whim of the algorithms, which can change change at any time.

I would rather be introduced to a group of people as an authority and I've got at least 30 minutes in front of them then jump up and down on Facebook and say, look at me.

Yep.

Yep.

Beautiful.

That how Good distinction.

Great distinction.

Yeah.

Thanks Steve.

If you do have any other questions, I'll very quickly and only once say I do group programs.

I got one starting again shortly.

I do a boardroom, which is a 12 person.

The next one is only about creating your bankable story and that's about it.

Yeah.

Based on this topic is basically group and very, very small intense groups.

Yep.

No, that's, You find my email and everything in the Yeah, and, and Platform drop drop it in the, in the chat there too, Steve, just so it's easy for people to, to reach out to you.

We've just sorted it out.

I had, you can get one of my back pocket guides.

I'll put that in first and then I'll just put, I'll just type my email in.

Yeah, No, perfect.

That's, uh, that's, uh, that's awesome.

Any, any other, any, we've probably got one more.

One last question for, for Steve, if anyone's got one.

I've Got, I've got one.

How many of you are semi-regular Yes.

On podcasts.

And does anybody here have their own podcast?

So one is Jane, I think you were nodding to when I was you have your own podcast 'cause recall that any other ones have I have a podcast and I'm on podcast about twice a month.

Recently I just signed a two hour deal to speak to the podcast host's company for, for his monthly Oh yeah.

Ol one's on more podcasts than hot dinners.

So we know that.

Yeah.

And, and that's, and how's this, what I was saying today resonate with you because you are an experienced person in this field.

I was saying Jane.

Yeah.

I mean, me experience, it makes sense when you have a framework that is easy and replicatable.

And I guess the gift that you've given me today is understanding as a host and as a participant that the setup is as important as the delivery of when you're on the podcast.

So yeah, that's really resonates.

Thank you.

Oh, cool.

Thanks Jane.

What, what percentage of your revenue, Steve, is done via relationships you build through the podcast as versus the leads you get as a result of the podcast?

I've gotta say 10% only would come from revenue generated during the actual podcast.

In sales.

From, from people who hear the podcast reach out to you.

Yeah, yeah, yeah.

Um, yeah, they may reach out and then sooner or later we may do something.

So, but as far as if I was to say how many programs, coaching programs, consulting gigs do I sell as a direct?

Yep.

Saw you here, let's have a call, buy now.

One call later.

That would only be 10% people.

I had one guy heard me on, I just got this last week, Steve heard your interview on marketing speak, loved what you said.

Would you be open for a collaboration?

And that's turned into quite a decent collaboration.

So I guess you could call that a direct result from that.

But 60% is generated from the conversations before the actual podcast goes to air or it's recorded.

Nice.

Yeah.

60% is done because it's a great door opener.

Hey, yeah, I'd love to be on your podcast.

Or Hey, would you like to be on my podcast?

It's, it's a phenomenal door opener.

And a former client of mine does very similar to what John does, but different.

He scours LinkedIn connects with people, forms a short relationship and says, Hey, would you like to be on my podcast?

They're carefully curated that they will become a client and he's got a digital marketing company.

They do the questions, they have a chat at the end and then goes back to him and say, Hey, listen, what you were saying the other day when we did this, I've got a couple of ideas for you.

Do you want to get on a call 30% conversion into digital marketing clients just from the podcast chats?

Yeah, No, that's, uh, that's awesome.

We've got Aldrin who's got her hand up.

Thank you.

Thank you.

I really enjoyed that.

Thanks Steve.

And I've done some stuff with Steve too.

Is he does a great job.

Always.

My question is around do you turn down many podcasts because there's literally like millions out there, right?

And I, I get approached just about every, every day almost for to be on a podcast.

And it's interesting, recently I had some kids from a Pakistan school that, that have reached out to me and now I'm getting all these kids coming forward and they just love it, right?

And I really wanna help them.

However, do you, you know, how, how much do you feel the people that come to you wanting to interview you and, and do you turn a lot down?

I do the right podcast for the right reasons.

Now, if they were Pakistani kids and I wanted to help them, and it was because I wanted to help them and it was outta my heart, I would do it.

Not because somebody asked me to do it.

And if I've got the wrong people wanting to do just a, a, a bastardized type of podcast, then I would turn them down.

And because I haven't put myself on platforms and those sorts of things where people will find me, it's generally word of mouth or my positioning that people will come to me and say, Steve, we'd love you on our podcast.

So I'm probably not in your situation where I'm getting that, that many, that I have to turn them down.

But when I get to the point of this is not a good fit for me, we will work with them and tell 'em, Hey, no, this is not a good fit, but gee, go and talk to Olin because she's got so much time on her hand, she'd love to do a podcast for you.

Thanks.

So that's why you're getting them all.

Oh, That's, that's great.

So, uh, yeah, we've got some, we got some great comments happening in the, in the, in the chat.

Craigs, you said, I've been a podcasting the past, past few months.

Great.

Around awareness, around my newly published book, which is a great book, by the way.

Get Craig to intro himself later.

But Craig, um, just sold his bus, sold his agency for an eight figure sum and he's gonna be presenting at, at a future, at a, at a future Elite Marketers event.

So, yeah, so, and he said, need to start putting some programs together.

This approach, this approach makes complete sense.

So, and Alden said, I love online shows and interviewing people.

Did two shows yesterday and Alden's gonna be doing a lot more.

'cause I I'm gonna be sending all the, all the ones I don't wanna do across to Alban as well.

So can you just drop your, your email in the chat, Alden?

Yeah, We'll, we'll just post it out, out there.

 

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