← Podcasting Business School: Podcasting Tips for Content Entrepreneurs
Podcasting Business School: Podcasting Tips for Content Entrepreneurs
623: How to use your podcast to get 1:1 consulting and group coaching clients.
00:25:26
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- [00:00]
A
Hey, this is Rachel and Stacey from the Decoding Couples Podcast. We hired Adam to help us market our podcast and leverage our brand in order to gain sponsors and partnerships. He was able to help us create a fantastic idea around a membership program and also helped us streamline our recording process. With Adam's help, we were able to get our membership community up and running within two months. We have successfully locked in our first podcast sponsor and generally feel more confident in how we market ourselves and talk about our podcasts. 10 out of 10 recommend. Thank you, Adam.
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B
What's up pod pals? It's your buddy, Adam and you are listening to Podcasting Business School. It's the show where I teach podcasters simple strategies to help you grow your audience and turn your podcast content into new clients. Today we're talking about how to use your podcast to get one on one consulting and group coaching clients. I've got very specific content protocols that I'm going to teach you today. I've never taught these on the show before. I normally reserve these for my coaching clients. I thought, what the heck, you guys deserve to get more clients yourselves. Now if you could use a little bit of help with developing a new offer like one to one consulting or a group coaching or membership program, or if you need to optimize the current offer and then you want to learn how to sell that to your podcast audience, make sure you hit the link in the show notes and check out my brand new 14 day speed to result program where it's all about optimizing an offer and customizing a campaign to sell it to your podcast listeners. I have open enrollment. We are cranking with that. I'm recording all of these episodes with this content campaign for this new offer well in advance. So I have no idea if you guys are signing up or if all the 10 spots at the discounted beta group $500 price are full or not. But definitely check out that link. I'll have the pricing updated on there and you can also go to www.podcastingbusiness school. It'll be there as well. All right, so let's talk about getting clients. All right, I actually just got off of a discovery call with somebody that we're looking at maybe working together and she has been kind of going the sponsorship route for a while. She's with a network and I told her I'm like her network contracts get ready to expire here at the end of the year. I said, you know, at the beginning of next year, a couple months down the road, once you're in this new world of selling your own programs, products and services, you will regret you didn't do this sooner. Because I can tell you, Pod pals, the sponsorship route is a tough road to go down. The pay is not great. They're going to pay you between 18 and $25 for every 1,000 downloads that you get. My, my new friend has millions of downloads and her network is on her about getting more downloads because sponsors won't pay the network to advertise on her show. That's how bad it is. So if you're not doing 20,000 plus downloads an episode, I mean, it's going to be hard to get sponsors and it's not going to be worth it because they're going to pay you $18 for every 1,000 downloads. So it's not that much anyway. All right, so instead of doing that, let's get clients. And I've got two specific protocols that I'm gonna go in depth with here today. The first thing is one to one consulting clients. This is my one to one consulting or coaching client protocol. Now I know what some of you are thinking, Adam. I don't want one to one clients because that's not scalable. And 99% of people that just had that thought, you aren't making any money yet. So you have nothing to scale. So this is a great place to start. So don't be hating on the one to one consulting clients, all right? This is a fast track to making meaningful income. And this is where we start. This is where if you don't have any offers, this is where I love to have people start because it's much easier to say, hey, come and work with me. One to one access, like with this new speed to result program, that's one to one access to me and that's of value. You're not just going through an online course and hey, hope for the best. This is real life, Adam, connection time. And we're working together for 14 day sprint to get a specific result. So you can create something similar and start with one to one. You can always build memberships out of that and you can test different programs and offers and pain points and it just seems to work really, really well. This is a great starting place for many, many, many of you. So do not hate on the one to one consulting, especially if you are making $0 per year as a podcaster. So the protocol. Here's what I want you to do with your podcast. When I have somebody come to me and they're like, Adam, I want to Crank the one to one consulting clients. And I've had people do this there. Whether consulting is a few hundred dollars to a few thousand dollars to multi tens of thousands of dollars, this protocol works across the price point range. All right. That's the nice thing. So with your show, with your podcast, the thing that I push all my clients to do, and you guys know I do this lead with a client testimonial podcast intro. All right, so you've had consulting clients. We hit them up and we go, hey, Jane, I loved working with you. I would love to get a quick client testimonial from you. Here's my Speak Pipe link. Speak Pipe is free, by the way, by pals. And I set that up. Here's my Speak Pipe link. Here's a quick template of what I would of what you can say to make it really easy. You don't feed them like Adam is so handsome and he's made me a bajillion dollars. I don't spoon feed them that. My template is really simple. I go, here's what I want you to say. Here's a template you can use. Hi, my name is XYZ from the XYZ podcast. I hired Adam because I needed help with fill in the blank. The best part of working with Adam was fill in the blank. Easy. You'll notice every testimonial that I play is 60 seconds or less because I make them do that and it is that template. So more of you need to be doing this. We don't share enough testimonials. This is the easiest way to get clients is just share clients results. All right? And I know audio clips. Oh my God. It's like a pain in the butt to, to do. Yes. But you just build this, this library of testimonials. I have a dedicated day of the week. It's Wednesday. I chase people down for testimonials. Current clients that are winning, I chase them down for testimonials. Past clients, I've made notes. Who do I not have a testimonial from? Let's go grab one. Current clients that have been with me for more than a year. Let's get a fresh testimonial. I'm chasing them down. I have a dedicated day. I spend 15 or 20 minutes just sending some emails, connections going, hey, just as a reminder, would love to grab that testimonial from you. You did some great things. I'd love to show it off on my, on my podcast. So that's, that's the first step of this. You don't have to lead with it as your intro, but I would definitely, I would not put it as the outro because that can easily be skipped. So maybe as a mid reel or towards the intro, but share off, show off a client testimonial of somebody that you've helped via one to one consulting. All right, that needs to be in your, in your podcast content. Then we want to make sure that we are mentioning your discovery call in the intro and the outro. And usually that's going to be the only call to action. All right, so you could say something like, now here's an ideal situation. You play a client testimonial audio. Let's say I help somebody rebrand their podcast. And that was the testimonial that I just played. Then I will say, now if you are somebody that is thinking about a rebrand, your rebrand curious, your downloads are stuck. Then hit the discovery call link in the show notes because we can connect and talk about one to one consulting. That's how I just helped Jane that you heard from in the intro there. Bam. I just mentioned it. That's super easy. Testimonial audio leads into. If you like this, the next step for you would be this. Hit the discovery call link in the show notes. All right, so that is in the intro. And I always recommend doing a quick reminder in the outro. Hey, now again, if you need a little help with blah, blah, blah, blah, blah, a great next step is hit that discovery call link in the show notes. Now you all know that I'm a big single CTA kind of a guy, so I'm not gonna sprinkle in. Also, follow me on Instagram. Also, you know, buy my, buy my $7 thing. Get, get all my lead magnets. Subscribe to my newsletter, Leave a five star rating review. None of that. All right, we got to clean that out. One single CTA if you want this protocol to be optimized. All right, so we got the client testimonial audio clip in there. We have mentioned our discovery call at the beginning and end. Now the reason I take that step of a discovery call, I would say if your consulting price is 500 or below, you can sell it directly from your show. If it's over 500, do the discovery call. It'll be much easier to get clients that way. All right, then the next part of the content strategy is we need to be doing mainly solo and coaching episodes. So my two thirds content rule applies here for sure. All right, so one third you can still do interviews, but it needs to be one third or less or you will not get one on one consulting clients. Who's going to hire you for one on one consulting if you're doing nine out of ten episodes interviews or all interviews or you're not the expert on your own show, that's a problem. You will not get clients with that strategy. You know, it's. The proof is in the pudding. All right, so we gotta do solo episodes, we gotta do coaching episodes. Now with that coaching episode, something I want you to consider would be more of a case study episode. So the difference, a typical coaching episode for me is I invite one of you all that are not my clients onto the show and I coach you as if you were my client. All right, a case study would be. I would grab one of my current or former consulting clients and we would kind of unpack their journey. So it's a little bit different. It's. We've worked together, so a case study would be more of. Obviously we still have to have value for the audience. So with the case study, it would be more of a. All right, so what were you struggling with when you first came to me and decided. We decided to work together and then they would say that problem, let's talk about how we solve that for you. So now we're getting some value in there for the audience. How do we solve this issue for you? Then we could talk like, what's your next big goal? And then do some new strategy around that so that they get some new value as the person coming on to do this case study episode. All right, so that's something that maybe you could sprinkle in there. I do have clients that do more of those. And that's just kind of a different type of expert positioning. I think if you charge several thousand dollars, definitely that like 5k, 10k plus for consulting, I would lean into more case studies because people that are in your audience that have that type of a budget want examples of you working with people like them. So when you know they're going to recognize similar problems, all right, where they're like, oh, if you really help people with scaling their business or something like that, people, let's say you're social media management. It's a different client that has zero followers that needs help with just getting an account up and going versus somebody that's got a hundred thousand followers and wants to get to a million. That's a different type of a client. And if your consulting focuses on the latter, with that big growth client trying to scale to a Million. You need to have examples of that on your show versus coaching somebody that's brand new on the show. It's just a different vibe. So consider that and you can kind of mix them in there. I love a cadence of a solo episode, then a coaching or consulting episode, then an interview that's going to cover. If you do one episode a week, that's three weeks worth of content. And that covers my 2/3 content rule. Maybe every other cycle through you alternate between a coaching episode and a consulting episode. So something to think about right now, that's just the podcast. Now we gotta layer in the other aspects. So we're thinking about social media, we're thinking about your newsletter. So when it comes to your newsletter with one on one consulting again, I always put whatever client testimonial you hear on the show, that client testimonial also shows up in my newsletter. And then I'm going to mention my discovery call at least twice in there. If you're struggling with XYZ problem, let's talk about it. I can help you out with this. I create problem awareness with a simple, clear call to action of. Let's talk. Let's talk about it right here. Sign up for the discovery call. All right. So that's how we incorporate things into our newsletter. I think we should be focusing on telling client stories and name dropping your consulting offer as often as possible in all your content, social media, your newsletter, your podcast, even when you're on other people's podcasts. Oh, I love helping people with this problem. I was just helping a client work on this the other day. Just saying things like that. As long as it's not a lie. I'm not telling you to lie, but if you have experiences of working with clients, share those as stories in your newsletter, in your, your podcast on social media. All right. The last thing is is being able to show off how you can solve problems for your audience via all your content as well. So it's kind of connected to the, to the telling client stories. I was just talking to a client about this the other day. Here's what we decided to do. Here is the result. Here's how we solve this problem. So name dropping offers that we have with our consulting, what our, what our consulting is being used for out there in the real world to solve certain problems. We talk about this. And if you guys really go back and listen to a few episodes, if you're brand new to the show and you will see me doing this every week, I'm name dropping, you know, client Stories, different ways that we can work together. But it's not like now let's take a 60 second break to talk about my consulting offer. Woohoo. Like that. That's called skips fill. Your skip fingers can get real itchy and ready, ready to rock. At that point when you start, let's take a 60 second break, y'. All. And I play some dumb music and like it's going skip, skip, skip, Skip. You heard 60 seconds, that's four skip fingers to have a 15 second skip. Now we're back to the good stuff. Haha. Adam, I fooled fooled you once again. So don't do that. Just name drop it. All right, so that's my one to one consulting client protocol. Incorporate that if that is your focus. Now let's say you're more in the group coaching membership. The one to many group coaching and membership is kind of the same thing to me. All right, but it's like you're coaching more than one person at a time. All right, let's look at that protocol because I have a different protocol there. Some of the same things apply, but there's a few little nuanced things as well. Here's the biggest one. If this is like the main thing. So for an example, I started off with a health podcast and my group coaching program was the main thing. So what I did there, I have a direct example, is I did coaching episodes with my current group coaching clients only. All right, this is the exact protocol. So instead of inviting a listener who's not a client onto the show and coaching them, it was only available to my group coaching members. It was, it was like a bonus of being in the in the group coaching program is that you got a 15 minute one on one with me, first come, first serve. I would do four of those a month and record them and put them out as episodes. All right, so we're doing coaching episodes with current group coaching or membership clients. We're going to coach them for 15 to 30 minutes. Usually it's more on the 15 minute side of things and then at the end. So it's typical group coaching episode protocol. My coaching episode protocol is as follows. If you follow this format, I get this question so often and to me it's simple but I know it's complex to you all, so I'll keep reminding you on this. Here's how you do a coaching podcast episode. First question, if we're sitting down having this conversation, you know, pick a man out of time. So if you're sitting down having this conversation six Months from today, everything's gone great. What does that look like? You get them to paint the picture of a positive result over six months, three months, a month, whatever, a year, whatever you want. Next question. What do you feel like is keeping you from getting that, that result right now? What's the roadblock? They will tell you. Then we go. Okay, so for our next 15 minutes during this coaching session, I'm gonna focus on helping you create a strategy to overcome that roadblock. That's the entire episode. It works. It's like sex panther cologne 60% of the time. It works every time, y'. All. I think that's like the third time I've. I've made a Sex Panther cologne reference on this show. So shout out to anchorman Ron Burgundy and the crew. So the co. We're gonna coach em for 15 minutes. I like the 15 minute for this, this version because it keeps us tight. Like, we can't go. And also this and also that. It's. It's a. It's a little bit of a sprint, so I like that a lot. Then at the end, here's what we do. We coach them and we go, okay, at the end, let's. We want to ask them about their experience as a client and get a testimonial built into the episode. So, like, all right, Jane, we talked a lot about fixing your podcast rebranding growth today. I think we've got a great plan in place. Now, you've been in my group coaching program for several weeks now. What are you liking about it? And just let them talk. Let them talk it up. So it builds a testimonial into the episode, and then here's what we do. To finish off the episode, you do a special singular call to action, something like this. If you really enjoyed what we talked about today and you feel like you could benefit from the group coaching program, I've got a special deal for you, since you're a podcast listener. Then we give them a special deal, usually a discount code or a free trial that they're not really going to see anywhere else. So use the code pod to get, you know, half off your first month in the membership, or use the code, whatever, to get your first seven day trial free, since you're a listener of the podcast. And then you're eligible to do one of these coaching sessions, just like Jane just did. So that's the format again, I would lead in. I. I would love to have an intro with a testimonial, but. But this one, since it's kind of Baked in. You don't have to. All right. And then of course, we'll mention the group coaching program. How to get involved with that, Any discount code, whatever. But these work really well. I filled up my health membership with this, you know, back in 2018, when it was a little bit harder to do stuff like this for me because I had a smaller audience. And it works extremely well. And it's a huge benefit for the members. They love it. They love. People would, you know, fight to get those spots. I'd be like, oh, you were in there last month. Let's give someone else a chance. And like, oh, bummer. And then people would race to get those open spots once I'd release them and I would just block off one hour per month with four consecutive 15 minute blocks and go back to back to back to back. Done. And then let's talk about cadence, because that's the next big question. Adam, where does this all fit in? All right, I know you guys are thinking about this because you are smart podcasting business school listeners. All right? So for me, with my health membership, that group coaching program, what I did was I would release these as a second weekly episode. So I'd have my solo episode or interview episode, and then this would always be like a Friday. It was always one of these coaching client, group coaching client episodes. And that worked really well for me. All right. Because these were 15 minutes low on the editing. You know, it's not a big heavy lift with editing and production and all that stuff. So that is an option. If you're doing once a week, you. You can say, okay, I'm gonna fold this in. Cause it's just a great advertisement. If you are solely focused on a group coaching membership and you wanna follow this protocol, get these types of episodes in your RSS feed and let them work their dang magic. All right? Now minimum, I would say once a month, minimum. So that's kind of the spectrum. Weekly or once a month or in between. Now you could mix these in and go, okay, you know, same cadence as we were talking about before. So week one, solo episode, week two coaching episode, week three, interview episode. That's going to hit you in that, you know, about twice a month. Ish. Twice every five weeks. And that's okay too. Now another thought, and this is something that I did. This is actually my original strategy with my health podcast was I did a lot of solo episodes, and I was actually doing two episodes a week, but it was a solo and an interview. And what I did was I would add my coaching segment onto the end of a solo episode. So my solos were only 15 or 20 minutes. And I would do a 15 minute coaching episode with my group coaching client. And I would just make that one episode. I would do my solo. I'm like. And now for our group coaching segment of the week, here is my session with Jane where we talk about intermittent fasting or whatever. And I would just add that in there. And that way it's just a part of an episode and it turned a 15 minute episode into a 30 or 35 minute episode. So that. And that would get that in there every single week. So that's another option to think about. We just gotta get them in there. This protocol works. Now, the big mistake, the big mistake to avoid out of everything that we talked about today, don't mix these together. You got to kind of call your shot. Like, what is your focus point? I would say that, you know, I'm going to kind of paint with a broad brush here. That, that being said, if you're Getting less than 500 downloads an episode and you have less than 100 episodes and you have like, you're not earning any meaningful income, like maybe a little bit here, a little bit there, but nothing consistent or you don't have any offers. Start with the one to one consulting protocol. Start there. Trust me. Just trust me. PodPows. Trust me. And that will serve you well. Because a lot of my clients start there. I gotta fight them on it sometimes because they want to do this group thing. I'm like, it's hard to start a group coaching program and you're getting 17 downloads an episode. Just think about it. You know, if you've got a 1 to 3% conversion rate, we're still on fractions of people to get one. All right. You gotta have a hundred out of. With one. If you got a hundred people listening to your show, 1 to 3% conversion rate is 1 to 3 people sign up. So if you're at 17, we are fractions of people. You're not gonna make much money with a fraction of a person buying your stuff. So I would start there. Because what happens a lot of times is we get. Okay, now I've got eight people that have done my consulting program and they finish and they go, what's next, Coach, what else you got for me? Oh, well, I'm getting ready to put together this group coaching program that's kind of in beta. Would you like me to kind of save a spot for you and let you know when I'm ready to launch on that, okay, now we've got a wait list. This is what all my clients do that start off with one on one consulting and it works. All right, so let's, let's intelligently stair step this thing. Do not go, I'm going to launch both at the same time. I wouldn't go, like, let's do one week this thing and one week one to one consulting. The next week group coaching, back and forth. Just build it up intelligently. All right. And if you need help with doing this, this is what my new offer is all about. Like, this is why I have had a few questions as I've been leaking this offer out there. Adam, why are you doing the one to one thing you haven't done one to one in a while? Like, well, my summer calendar is open. I really want to test this speed to result thing. I'm even thinking about, like doing a certification with speed to result coaching, just a different thing. And I'd see a lot of you struggling right now. And I kind of want to prove this protocol the way that it can work, that it can be sold via a podcast and then come back, report back and teach you how to do it. All right, so if you could use some help with choosing, should I do group coaching? Should I do one to one? How do I do this? How do I price it? What is involved in the package? What pain point am I focusing on? All the ins and outs. And then how in the heck do I actually sell this to my podcast audience, my social media followers, and my newsletter subscribers? That's what the 14 day speed to result program is gonna be focused on. We're gonna have some different variations of the speed to result program, this type of an offer, but the one we're doing right now is all about offer creation, offer optimization. Then how do we sell it to our audience? All right, so hit the link in the show notes if that is something that you want to dig into. And with that, I am going to send you out into the world wishing you health, happiness, and many downloads. I will see you on the next episode.