B (9:41)

Isn'T growing, you're probably stuck in what.

A (9:43)

I call the friends and family zone. That means the only people listening are.

B (9:47)

The ones who already know you personally.

A (9:49)

And you haven't yet figured out how.

B (9:50)

To get strangers to listen like your show, subscribe and become your loyal audience.

A (9:55)

And guess what?

B (9:56)

That is not going to just magically change. The days of just being consistent and your show eventually blowing up are totally over.

A (10:03)

Your show is not going to grow.

B (10:05)

Unless you implement a clear growth plan that you fully understand before you start it.

A (10:10)

Now, the Grow the Show accelerator is.

B (10:11)

The program that I have built and refined over the past seven years to help podcasters like you finally get growing.

A (10:18)

And the best part is we've got.

B (10:19)

Versions of the program to fit every budget and every level of support that you need. So the only real reason your podcast.

A (10:25)

Wouldn'T grow from here on out is.

B (10:27)

You'Re okay with it staying a show for just your friends and family. But if you're not okay with that and you want a proven plan to.

A (10:33)

Finally grow your audience, then head to.

B (10:35)

Growtheshow.Com apply or click the link in the show notes.

A (10:38)

So once again, go to growtheshow.com apply.

B (10:41)

And let's get your show growing.

A (10:45)

The third way that I see this messed up is an entrepreneur who has an in person business and an online business, or they just have an in person business and you know, their goal is to get leads and sales to their in person business, but they have a podcast that is not in any way related to where they live. I've seen podcast content studios who they have an in person studio where they're looking to get leads and sales of people that will come into their studio and use it. But their podcast is about podcasting or it's about content, or it's about marketing. The vast majority of their audience is not in the same city that they are. And so if you're an in person business, this is the blessing and the curse, I guess, of podcasting is that you can reach people all over the world. That's a blessing. But the curse is that most of the people that you reach are not going to be close enough to use your in person business. I've also worked with entrepreneurs who have in person practices like doctors or therapists or whatever it might be. And the ones who I have seen have success with their podcast driving revenue through product sales comes from them either also having an online business which isn't reliant on their in person practice, or them launching an online business that isn't reliant on their in person practice. If you are somebody who does have an in person business, then the podcasts that I have seen actually work to drive leads and sales to that in person business are when the podcast is somehow about where you live. So I've seen a couple real estate agents do this. Well, where they have a podcast that's about the city that they practice or sell in and the show isn't about real estate, it's about the city. But they become well known as a real estate agent and so they get tons of business from being that person on the show. I've seen investors do the same thing where they do a podcast about their locale and then more investment opportunities come to them. Again, the podcast is not about investing, it's about the locale. So number three is if you have an in person business, this is where this gets a little hairy. The fourth one, which I would actually say is the second most common number one is the most common, the interview trap. But the fourth one is an entrepreneur who wants to have their cake and eat it too. So this is usually an entrepreneur who has a degree of success and or they've been working on the same business for a long time, five years or more, and they're getting into podcasting and they see the podcast as their opportunity to branch out and show the world that they are more than just the CEO of whatever business they have. And it's their opportunity to finally talk about something other than what their business does, their other interests, whether business related, you know, broadening out to just overall business or something else in their life like health or fitness or sports or music or something or art. You know, they feel like they have more to offer. They're a well rounded person and they want the world to know that and they want to be able to talk to and about amazing things that are not related to their business. However, they also want their podcast to drive sales to their business. So they're like, yeah, I want to talk about whatever I want to talk about, but I also want to make sure that this podcast brings me sales, that people buy my stuff. So that I can justify the expense. That's usually what it is. They want to have their cake and eat it too. They want to talk about whatever they want to talk about, but they also want the show to drive tons of business so that it can be profitable. And so what I say to that is, look, you need to pick one of these. You either need to if you want your podcast to drive leads and sales to your business, the podcast needs to be about the same thing that you sell. You have to have podcast product parody. There has to be a straight line. The podcast has to help people do the same thing that your products and services help people do. So if you want this to be a direct marketing play for your business, the show has to be about what your business does. If you want this thing to be your opportunity to branch out and interview people from all walks of life and talk about your many, many different interests, you can do that. But just understand that it is not going to drive leads and sales to your business. You are going to have to either be okay with the thing losing money or monetize it in a different way. And by the way, in that case, you still need to declare a listener mission. Even though you want it to be what you want to talk about, you still, if you want people to listen to what you talk about, you have to make it about them and what they want. Talk about whatever you want to talk about as long as it helps them do what they want to do. So again, with that type of show, it's either not going to be monetized, in which case I'm like, look, you want to talk with incredible world class people and it's bothering you that the show is costing you a couple hundred bucks a month. Do you know how much people would pay to talk to those people the way that you're talking with them? People pay a lot more than a couple hundred bucks a month to have these conversations with people. So maybe it's okay that the show's not making money, you're still benefiting from it, right? Or understand that if you want the show to be monetized, you're going to need to sell the people something that is related to the thing that you talk about. Either a product or service that you launch or another company's product or service. It is the only way to monetize a show. Okay, so those are the four ways I see this messed up. It's either the interview trap. An entrepreneur serves multiple avatars and they try to make their podcast serve multiple avatars. And it doesn't work. An entrepreneur has an in person business and doesn't understand the difference between in person marketing and online marketing. Or number four, the entrepreneur just wants to have their cake and eat it too. They want to talk about whatever they want to talk about, but they also want their audience to buy tactics, this very specific thing. So what do you do if you are one of those four people? Well, in most cases, if you want your podcast to generate leads and sales, there needs to be a straight line. Like Tom Bilyeu says, you have to have podcast product parody. So you're going to have to rebrand the show and talk about things that are related to your business. Again, if you want leads, so decide to do that or decide not to. If you want your podcast to be something that allows you to branch out and explore different topics or a different side of you, you need to be okay with the show not driving as many sales and potentially losing money. And that might mean you have to have the show live outside of your business, especially if you have a team and they're like, why are we paying for this thing? For you to just talk about whatever you want to talk about. Right? You might have to branch it out a little bit or branch it outside of your business and pay for it yourself. For most of us, we just need more parity and more clarity. Parity between what we're selling and what we're talking about and clarity for the listener on what the heck that is. Right? And you need to have clarity what you're selling and who you're there to help. It all comes back to what is the listener mission behind your show? What will your show help your listener do achieve, know or feel? If you want your show to drive leads and sales, you need to make that listener mission the same thing as the transformation that your products and service offers. Now, the nuance here is that what really makes it work is when your products and services help the listener to do the thing right. So your podcast helps people understand what needs to be done. It helps them learn your business, your products and services help them do. I've seen plenty of entrepreneurs who have a podcast and they think that the way that they're going to monetize that podcast is by simply repackaging the information that's already available for free on the show into a course. And while to a degree that can work, the repackaging is good. You're generally not able to charge as much as you think you can. So a great example of an entrepreneur who did this well was Tim Ferriss. Tim Ferriss for 10 plus years has interviewed incredible people on the Tim Ferriss show and he's released a couple books which include a lot of the insights that these world class people shared in a really organized way. But that book did not sell as a $4,000 course. It sold as a $40 book. Right? Tools of Titans I think is what it's called. And Tribe of Mentors. And by the way, he also did other work to get information outside of his podcast for that product. But if you're thinking that you're going to be able to put out a free podcast that gives people information and then they're going to pay you $1,000 for that same information just thrown into a circle community or a school community, it's not going to work as much because it's the same thing. The golden place is, well, this what I'm doing, right? You listen to Grow the Show podcast, I give you all the information that I know about how to grow and monetize a show, have it support a business. When you join me in the Grow the Show Academy or the Grow the Show Accelerator, you do get the same information and some more information packaged in a different way so it's better organized so that you don't have to go through all of my podcast episodes and try and find all the information and piece it together that is there. But you also, more importantly get other stuff to help you do the stuff, right? So it's the difference between teaching you what you need to know and helping you do what you need to do. Two totally different things. So that is the golden place where your podcast, unapologetically and without holding anything back, teaches people what to do. Your products and services help them actually get the job done. So I have two products. I have the Grow the Show Academy which is lower ticket and it helps you through trainings and masterclasses and a community and the ability to ask me questions in that community and AI chatbots and everything like that, it helps you do the thing that I talk about here on the show. And then there's the Grow the Show accelerator which is more expensive. And it helps you with one on one support with me, some done for you growth stuff, other things that cost me money to help you, that's why it's more expensive. And so my products help you grow and monetize your podcast and help you convert your podcast into a content marketing engine for your business. But it's not just information, right? It helps you actually do the thing. So in summary, if you want Your podcast to drive leads and sales to your business. You gotta have a straight line, you gotta have podcast product parody. If you don't, you're gonna make life way harder on yourself. And so my hope is that this information has helped you see, maybe have a little bit more clarity on either why your podcast is working or or why it is not and something that you can do to get more leads and sales from your show. Hey, real quick, if you're currently posting.

B (20:34)

On a bunch of different platforms, you're trying to keep a podcast alive, you're dabbling with YouTube, and yet you still can't point to consistent high ticket clients coming from your content.

A (20:43)

This part is for you.

B (20:44)

Imagine instead, once a week you sit down to record. Everything is already done for you. Your intro is scripted, your CTA is written, your episode angle and title are dialed in, and all you do is share your expertise or interview an amazing guest. That one recording turns into a YouTube show that adds 10,000 or more subscribers over the next six to 12 months. It's a podcast that's your best buyers binge. And it all drives a steady stream of warm leads showing up, telling you, I've been listening to you for months.

A (21:16)

Well, that's exactly what we build inside.

B (21:18)

The Grow the Show accelerator. If you're a coach, consultant, agency owner or service provider, in 90 days, my team and I will install a podcast and YouTube growth system that does all of that stuff for you. You record and we handle the strategy, titles, thumbnails, editing, email writing and tracking so that your content finally drives real pipeline instead of just nothing. So if you're doing at least 30k a month in revenue with a proven offer and you want your content to become your best salesperson, hit the link in the description and book a demo. Again, hit the link in the description or go to accelerator growtheshow.com, answer the questions, book a time, and we'll map out your podcast and YouTube growth system together.

A (21:59)

All right, I'll see you in the next episode.