046 — Jason Helps Entrepreneurs Level up as a Podcast Guest to Grow Your Brand and Generate Sales

"I’m successful now because I was unsuccessful in the past. It took a lifetime of lessons, mistakes, and hard knocks to get to where I am today. I am forged by failures and have progressed by persevering." - Jason Cercone

Jason Cercone is a personal brand architect, podcaster, creative professional, and Founder of Cercone Consulting. His core focus is helping professionals leverage the brand-building power of podcast medium to establish authority, increase visibility, and accelerate personal brand growth.

Jason brings nearly 30 years of experience in sales, marketing, content creation, customer service, and business operations management to work each and every day, allowing him to adapt to numerous situations and provide guidance and service to many critical aspects of a company’s well-being.

Christina and Jason talk about how he helps professionals by leveraging the brand-building power of podcasts to establish authority, increase visibility, and accelerate their personal brand growth.

Questions

  • What is the number one mistake that you see someone make as a guest on a podcast?
  • How long should that be typically so you don't dive into a sales pitch?
  • When they hit the play button, are you delivering the value that they arrived for?
  • What are some of the biggest fears that you've seen people have when they're guesting on a podcast and like, how do they like counteract those?
  • What do you think about guests providing questions to the host?

Links and Resources

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Read Full Transcript

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- Hey, busy business people.

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I am here today with another

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Entrepreneur Taking Action, Jason Cercone.

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Jason helps entrepreneurs
level up as a podcast guest

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to grow your brand and generate sales.

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And I'm gonna borrow his brain

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and get some great tips
for you, so stay tuned.

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(peppy music)

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Okay, Jason so like what
is the number one mistake

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that you see someone make
as a guest on a podcast?

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- The biggest mistake I see is

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guests just immediately go into sales mode

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and they think their number one objective

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is to come on any podcast

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that's willing to have
them and just start selling

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their products and selling their services.

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And they're really
missing huge opportunities

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to make a connection with the
audience when they do that,

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because no one is showing
up for a sales pitch

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or an infomercial.

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Guests, or I'm sorry,
audience members are arriving

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to that podcast because they want to hear

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some compelling content,
potentially have problems solved

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and get some entertainment and
education at the same time.

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But if you're constantly selling,

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people are just gonna tune out

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and more than likely not
come back to that podcast,

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which is going to create a
whole new set of problems,

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because now the podcaster can't
grow the way they'd like to.

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So yeah do not sell.

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And that's the biggest problem I see.

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- Oh, I think that's such a big one.

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I know it happens very quickly
too, 'cause most people,

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the first question they ask is,

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"Hey, you know, Jason,

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tell us all about you and what you do."

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And then they dive straight in,

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like that first little bit at

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the beginning when people do that,

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how long should that be typically

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so you don't dive into a sales pitch?

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- Well, I will say this.

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I think you can save time as your,

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if you're the producer
or host of the show,

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you don't need to read somebody's bio.

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And we see this on a lot of podcasts

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because that's incredibly
awkward for the guest

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who's just sitting there
listening to you read

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and sometimes they'll
read the whole blog post

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about who you are and what you've done.

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And the audience can
typically pick up on the fact

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that you're just reading something.

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My approach to that is if you are looking

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to get your show started off strong

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and have the guest showcase who they are,

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and what they've done, let them do it.

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Ask them a question that
gets them to talk about it,

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so it's more compelling.

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And now you're getting
a conversation flowing

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versus having that two
to three minute window

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and I mean, I've heard longer than that,

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where you're just reading something

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and then the guest is sort of sitting

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there twiddling their thumbs wondering,

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"Well, when do I jump in?"

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If you listen to my podcast,

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I jump in with a question immediately,

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Christina, you do the same thing.

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I just learned that now.

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And I've learned that from
listening to past episodes

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of your show, jumping in with a question,

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gets the conversation flowing immediately

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and it gets to the meat and
potatoes and the nuts and bolts

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of why people showed up
right out in the open,

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right from the start, and
the quicker you can get

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to the value, the more
likely you are to hang

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onto that listener and keep them in place.

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So I would say at the beginning part,

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like to answer your question,
let them tell their story,

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but you wanna keep it limited to

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where it's not just the
"Gone With The Wind" version.

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It's more of the Cliff-notes

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that lets people know who you are,

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what you do and how you're gonna help

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them solve a problem today.

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What are they going to
learn from listening to you

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on this specific podcast?

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If you can get that out in a
relatively short timeframe and

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get people indoctrinated into who you are,

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then you're going to be in a
good place, and that's gonna

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keep the listener engrossed
in the conversation

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that's about to unfold.

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- That's a really smart
way to handle that.

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So it's like if the host asks you like,

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"Hey, tell us about you and what you do."

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You go, "This is who I
am. This is what I do.

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And this is the problem I'm
gonna help you solve today

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on this podcast,"

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and then you're done.
- Absolutely.

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- I love that. That is great advice.

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- And setting the table for
what you're going to learn

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when you listen to that podcast,

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because if you think of the
succession of when people

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find a podcast, it's typically
through a social media post,

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or if they're doing a
search on a specific topic

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and that podcast is presented to them,

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they're gonna look at the title.

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If the title resonates with
what they're looking to find

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information about next, they
may read the show description.

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They may bypass that
altogether and just hit play.

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So if you can let them
know in the first minute,

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by listening to this podcast today,

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you're gonna learn X, Y, and Z,

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if that's the reason I showed up,

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then I'm gonna listen and
I'm gonna stay on that show

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until I get to a point, where I feel like

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maybe this is not what I came for.

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And if it is what I came for,

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you've got me for the whole episode.

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So you have to be thinking
on that level of how a person

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that discovers your podcast
goes through that progression

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to hit that play button.

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And then when they hit the play button,

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are you delivering the
value that they arrived for?

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And when you do, that keeps them in place

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for the full run of the show.

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- And I feel like people think
about value first content

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when they're thinking about blogs.

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And when they're thinking
about making marketing videos,

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and when they're thinking about

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all these other pieces
of content, social media,

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email, all that value first
is the name of the game.

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But for some reason,

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when we're a guest on a
podcast or we're a host

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of a podcast, it stops
becoming about that.

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And it's like, let's
just have a fireside chat

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about how amazing we both are.

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And it's like, that's not helpful.

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You still have to lead
value first with a topic,

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or you're not really gonna,

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like you said, capture attention.

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And I think that's a challenge
too, as a guest, right?

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Because like the host could
absolutely not have any idea

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what they're doing

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and can be trying to drag
you into fireside chat,

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but you're there as a guest

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because you're trying to
create content that's valuable.

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You're trying to position
yourself as an expert.

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So like obviously that
places a lot of, you know,

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a lot on the guests.

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So like what are some of the
biggest fears that you've seen

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people have when they're
guesting on a podcast and like,

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how do they like counteract those?

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- I've talked to people that have said,

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they've come on podcasts.

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And there were, and this goes both ways.

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But from the guest side,
we'll take that angle first,

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their concern that the conversation

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is just not going to flow

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and there's gonna be no real repertoire

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back and forth between host and guest.

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And that can lead to some
very low quality content.

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And it really comes down to
what both parties are doing

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to make that content pop

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and make it valuable to the audience.

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So from the guest side, you
can nip that in the bud,

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by doing some research
on the very front end,

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before you even contact that podcaster

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to see if they would want
you to be a guest by seeing

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if it aligns with your
mission, your message

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and your overall objectives,

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because you can learn
a lot from the episodes

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they've already produced.

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Are they publishing content
on a consistent basis?

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If they are looking to put
out shows weekly or biweekly,

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are they sticking to that schedule?

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If not, that will tell you
that perhaps what they're doing

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is a little sporadic and
your piece of content

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that you do create may not see
the light of day for months

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or at all, because maybe
they're not as serious

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about podcasting as they say they are.

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And they walk away from their show.

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So you can learn a lot by how

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they are consistently
producing their content.

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Then when you actually
listen to some episodes,

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does it align with your expertise?

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If you were in that guest seat right now,

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would you be making the same impact

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as the guest you're listening to?

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If you can answer yes to those questions,

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then it makes sense to
actually do the correspondence

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and try to make a guest appearance

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or get a guest appearance on that show.

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But if you could tell
that it's very one sided,

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the host doesn't ask a lot
of compelling questions,

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it's very rote, it's very one dimensional,

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I don't think rote is the right word here,

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but one dimensional definitely is.

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I got my terms little lopsided there,

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but one dimensional absolutely is.

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And a lot of hosts will fall into

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that trap of not letting
a conversation break out.

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They just have to get
to every single question

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that they laid out on their format.

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And if they don't, then
it's not successful.

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And it couldn't be further from the truth.

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As long as good conversation takes place,

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and the host and the guests
are having a great back

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and forth and there's obvious chemistry,

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both are getting an opportunity
to tell some stories

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and talk about why they're so passionate

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about the subject matter at hand.

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That's what the audience
is going to resonate with.

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The audience doesn't
know how many questions

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you have on your format.

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So you have to start
thinking on this level

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of having a good conversation
is going to unfold

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because there's chemistry

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and because there's compelling
questions being asked.

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So I know that I've talked to
guests that have had this fear

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of when I show up, am I going to get that?

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I've talked to podcast hosts
that are worried that their

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guests are gonna offer nothing
but very short, low winded,

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very non-engaging type of answers.

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There's a responsibility on both sides

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to not let that happen.

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From the host side, you need
to ask some deeper questions,

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ask some below the surface questions

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that get a story out of that guests

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'cause I can guarantee you that guest

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has gone on multiple shows

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and probably been asked similar

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or if not the same
questions every single time.

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Give them something that they
don't get asked very often,

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because that's gonna make them say

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"Christina, no one has
ever asked me that before.

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Let me tell you about blah,
blah, blah, blah, blah."

00:10:02.340 --> 00:10:04.440
And then they can go into a
story that they've never told

00:10:04.440 --> 00:10:07.440
before and they're excited to
tell it because it's fresh.

00:10:07.440 --> 00:10:09.990
And then for you, you've
now got great content

00:10:09.990 --> 00:10:11.280
and no one has ever shared,

00:10:11.280 --> 00:10:12.990
they've never shared that
story, no one's ever heard it.

00:10:12.990 --> 00:10:15.510
Now you've got your at least one clip

00:10:15.510 --> 00:10:17.707
that you can share when
you promote that show.

00:10:17.707 --> 00:10:19.920
"I had Joe on, he's never told this story.

00:10:19.920 --> 00:10:22.620
We got breaking news on my podcast."

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And it's just another way that
you can get people hooked in.

00:10:26.400 --> 00:10:28.695
But to alleviate the fear,

00:10:28.695 --> 00:10:31.290
you gotta do the
preparation on both sides.

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Hosts have to create
compelling questions and guests

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have to understand why they're there

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and if they fit and if they fit,

00:10:39.780 --> 00:10:41.640
that's gonna make the
chemistry come together

00:10:41.640 --> 00:10:43.697
and it's gonna make overall content pop

00:10:43.697 --> 00:10:46.353
and make listeners glad
that they tuned in.

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- What do you think about guests

00:10:48.390 --> 00:10:50.057
providing questions to the host?

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I know I've had that a
couple of times myself,

00:10:52.410 --> 00:10:53.243
people have sent me the questions

00:10:53.243 --> 00:10:54.983
that they wanted to be asked

00:10:54.983 --> 00:10:57.147
and they gave me the flexibility to like

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add, amend, change, like,

00:10:59.310 --> 00:11:02.340
so I could still add those
thought provoking questions,

00:11:02.340 --> 00:11:05.040
but they gave a base to ensure
that the conversation went

00:11:05.040 --> 00:11:06.330
the way that they wanted.

00:11:06.330 --> 00:11:08.370
What are your thoughts about that?

00:11:08.370 --> 00:11:11.430
- I could not recommend
that process anymore.

00:11:11.430 --> 00:11:16.350
I think that if you are
utilizing the podcast platform

00:11:16.350 --> 00:11:18.000
to accelerate brand growth

00:11:18.000 --> 00:11:20.370
and really make a name for yourself,

00:11:20.370 --> 00:11:23.651
you want to ensure that when
you make a guest appearance,

00:11:23.651 --> 00:11:27.930
you get an opportunity to
really showcase who you are,

00:11:27.930 --> 00:11:30.090
what you're doing, how
you're gonna help people

00:11:30.090 --> 00:11:34.260
in their time of need and
if you offer what they need,

00:11:34.260 --> 00:11:36.690
then you wanna make sure they understand

00:11:36.690 --> 00:11:38.727
that you're the resource
they need to turn to.

00:11:38.727 --> 00:11:41.850
And the best way to do that
is to provide compelling

00:11:41.850 --> 00:11:44.160
questions to the host
that they can work with

00:11:44.160 --> 00:11:47.430
because the host is
gonna thank you for that

00:11:47.430 --> 00:11:49.374
because that's less work for them

00:11:49.374 --> 00:11:51.990
because they know when
they ask you this question,

00:11:51.990 --> 00:11:54.180
you're gonna hit a grand slam with it.

00:11:54.180 --> 00:11:55.050
And at the end of the day,

00:11:55.050 --> 00:11:56.790
that's really what it's all about

00:11:56.790 --> 00:12:00.490
because you want the audience
to hear compelling content

00:12:00.490 --> 00:12:04.020
and be captivated by what you have to say.

00:12:04.020 --> 00:12:08.460
So as the host, if you're catering

00:12:08.460 --> 00:12:09.960
to that guest's expertise,

00:12:09.960 --> 00:12:14.130
it makes it much easier
to create that type of

00:12:14.130 --> 00:12:16.050
compelling, engaging content

00:12:16.050 --> 00:12:18.360
that keeps the butts in the seat.

00:12:18.360 --> 00:12:20.070
So when the audience hears it,

00:12:20.070 --> 00:12:22.590
they are more tuned in

00:12:22.590 --> 00:12:25.470
to what's unfolding in that conversation.

00:12:25.470 --> 00:12:27.960
So you can work in your own questions,

00:12:27.960 --> 00:12:30.840
but anytime, you know, as
the host or as the producers,

00:12:30.840 --> 00:12:32.430
you're building your show format,

00:12:32.430 --> 00:12:34.650
you can use some of the
questions they provide.

00:12:34.650 --> 00:12:38.220
You can use all of them. You
can choose to use none of them.

00:12:38.220 --> 00:12:41.100
But I think if you are looking to really

00:12:41.100 --> 00:12:44.190
put that guest's expertise center stage

00:12:44.190 --> 00:12:46.380
with a bright spotlight on it,

00:12:46.380 --> 00:12:49.500
it makes so much sense to
pull from the questions

00:12:49.500 --> 00:12:52.470
that they're providing
to you because you know,

00:12:52.470 --> 00:12:54.210
the answer you're gonna get

00:12:54.210 --> 00:12:56.700
is gonna allow them to rock the mic.

00:12:56.700 --> 00:12:58.171
And when you do that,

00:12:58.171 --> 00:13:01.830
that makes the content much more credible

00:13:01.830 --> 00:13:03.570
and it makes it much more engaging

00:13:03.570 --> 00:13:05.673
for the audience to consume.

00:13:06.870 --> 00:13:08.760
- Well, I think on that, like same vein.

00:13:08.760 --> 00:13:11.820
And we're talking about like
making that experience better

00:13:11.820 --> 00:13:14.850
from the host standpoint
and the guest standpoint.

00:13:14.850 --> 00:13:16.500
What about some of the
behind the scenes stuff?

00:13:16.500 --> 00:13:19.200
We've talked about some of
the, like a little bit of that,

00:13:19.200 --> 00:13:20.520
like, you know, share the questions,

00:13:20.520 --> 00:13:22.440
collaborate on those ahead of time.

00:13:22.440 --> 00:13:23.820
And then in the episode,

00:13:23.820 --> 00:13:24.810
make sure that you dive straight

00:13:24.810 --> 00:13:26.541
into a question, get it started.

00:13:26.541 --> 00:13:29.448
Don't proselytize about how amazing

00:13:29.448 --> 00:13:31.440
you are for the whole episode,

00:13:31.440 --> 00:13:33.769
but what else can like
the host and the guests do

00:13:33.769 --> 00:13:37.530
behind the scenes to prepare,
to be more comfortable,

00:13:37.530 --> 00:13:40.620
like in the correspondence
before they even book

00:13:40.620 --> 00:13:43.650
or before you hit record shatter

00:13:43.650 --> 00:13:46.050
where all of the great
nuggets end up happening.

00:13:47.580 --> 00:13:48.900
- Yeah.
- And don't get recorded.

00:13:48.900 --> 00:13:51.663
Like what are some tips
you have in that process?

00:13:52.530 --> 00:13:54.240
- Communication is key.

00:13:54.240 --> 00:13:58.350
And that's where so much
of this process suffers

00:13:58.350 --> 00:14:01.260
because what sometimes happens,

00:14:01.260 --> 00:14:03.180
what happens more times than not is,

00:14:03.180 --> 00:14:06.030
once the interview is booked, it's booked,

00:14:06.030 --> 00:14:09.210
and no one has any
conversations until the day of

00:14:09.210 --> 00:14:10.507
or maybe the day before of like,

00:14:10.507 --> 00:14:12.270
"Hey, are we still recording tomorrow?"

00:14:12.270 --> 00:14:15.300
And I can understand that we're busy

00:14:15.300 --> 00:14:18.510
and we've got other interviews
that we're appearing on

00:14:18.510 --> 00:14:20.956
as guests and as hosts, we're producing

00:14:20.956 --> 00:14:22.380
content all the time.

00:14:22.380 --> 00:14:24.330
So it's not like we're
gonna just strike up

00:14:24.330 --> 00:14:26.799
this instant conversation
to where we're always

00:14:26.799 --> 00:14:29.937
going to be in communication.

00:14:29.937 --> 00:14:33.840
That said, there still are some key ways

00:14:33.840 --> 00:14:37.260
that you can make sure
that each side is prepared.

00:14:37.260 --> 00:14:39.120
So as the guest, as you're reaching out

00:14:39.120 --> 00:14:41.071
to be a part of that show,

00:14:41.071 --> 00:14:45.060
I advise everyone I work
with to provide them

00:14:45.060 --> 00:14:47.010
with everything they're going to need

00:14:47.010 --> 00:14:49.110
right on the first email you send

00:14:49.110 --> 00:14:51.330
or right on the first message you send,

00:14:51.330 --> 00:14:54.090
give them your media kit,

00:14:54.090 --> 00:14:55.530
so they can learn about who you are.

00:14:55.530 --> 00:14:59.130
And within that media kit,
you've got your expert topics.

00:14:59.130 --> 00:15:00.780
You've got your suggested questions.

00:15:00.780 --> 00:15:03.660
You've got links that they can click on

00:15:03.660 --> 00:15:06.030
to listen to past appearances.

00:15:06.030 --> 00:15:08.670
They've got a connection to your bio

00:15:08.670 --> 00:15:12.060
so they can get a feel
for your personality.

00:15:12.060 --> 00:15:14.700
And I mean, in addition to
that, Christina you and I

00:15:14.700 --> 00:15:18.180
met on a service called
Podmatch, which I swear by.

00:15:18.180 --> 00:15:20.160
And you can put all
that information there.

00:15:20.160 --> 00:15:22.710
So you can learn a lot about a person

00:15:22.710 --> 00:15:25.650
before you even start
to build a show format.

00:15:25.650 --> 00:15:27.930
But if you're just doing this DIY

00:15:27.930 --> 00:15:31.710
and reaching out cold,
make sure that you do this,

00:15:31.710 --> 00:15:34.380
all of this information they're
going to need, including,

00:15:34.380 --> 00:15:36.000
I mean, so the media kit's one thing.

00:15:36.000 --> 00:15:38.880
Imagery is another,
make sure that they have

00:15:38.880 --> 00:15:42.172
all of these assets, they're
going to ask for anyway,

00:15:42.172 --> 00:15:43.470
they have it up front.

00:15:43.470 --> 00:15:45.300
That's gonna make you stand out.

00:15:45.300 --> 00:15:48.150
So that's a big part of
the communication process

00:15:48.150 --> 00:15:49.597
because you'll end up at a back and forth,

00:15:49.597 --> 00:15:50.910
"Okay, can you send me a headshot?

00:15:50.910 --> 00:15:52.230
Can you do this? Can you do that?"

00:15:52.230 --> 00:15:53.970
And there's a lot of podcasters

00:15:53.970 --> 00:15:55.380
that have created intake forms,

00:15:55.380 --> 00:15:56.760
where you supply this information.

00:15:56.760 --> 00:15:58.800
It's a fantastic process.

00:15:58.800 --> 00:16:01.830
As long as there is some sort
of communication going back

00:16:01.830 --> 00:16:05.040
and forth, and you're taking
that step to really stand out,

00:16:05.040 --> 00:16:07.020
that's gonna help you get
more guest appearances,

00:16:07.020 --> 00:16:10.920
but it's also gonna help the
podcaster prepare properly.

00:16:10.920 --> 00:16:12.780
And then from the podcaster's side,

00:16:12.780 --> 00:16:14.670
when they're communicating
with the guests,

00:16:14.670 --> 00:16:18.180
giving them a good
understanding of what to expect

00:16:18.180 --> 00:16:19.710
when they come on the show,

00:16:19.710 --> 00:16:21.240
you don't have to go into verbatim.

00:16:21.240 --> 00:16:23.310
You can send the questions
if you'd like to,

00:16:23.310 --> 00:16:25.410
that's definitely a process
that I've been a part of.

00:16:25.410 --> 00:16:27.180
Christina, you and I did that.

00:16:27.180 --> 00:16:31.620
But a lot of times guests like
to come in completely cold

00:16:31.620 --> 00:16:34.350
and not really know what
they're going to get,

00:16:34.350 --> 00:16:38.340
because again, it helps with
them thinking on their feet.

00:16:38.340 --> 00:16:43.317
It helps to create some more
organic type of conversation.

00:16:43.317 --> 00:16:44.970
And some people I've seen this.

00:16:44.970 --> 00:16:46.380
I do not recommend this.

00:16:46.380 --> 00:16:48.871
If someone gives you the
answers do not write out.

00:16:48.871 --> 00:16:50.580
I'm sorry, if someone
gives you the questions,

00:16:50.580 --> 00:16:53.520
do not write out your
answers and then read them.

00:16:53.520 --> 00:16:54.660
- Yeah. I've seen that too.

00:16:54.660 --> 00:16:56.790
That's why it's like, I've
tossed back and forth.

00:16:56.790 --> 00:16:58.350
Sometimes I'll send the
questions ahead of time.

00:16:58.350 --> 00:16:59.610
Sometimes I won't.

00:16:59.610 --> 00:17:03.030
Usually, it's more like if I
think I'm asking a question

00:17:03.030 --> 00:17:05.340
that they may need to prepare for,

00:17:05.340 --> 00:17:07.230
like, I was hitting you right
outta the gate with like,

00:17:07.230 --> 00:17:09.630
what's the number one
mistake you see someone make

00:17:09.630 --> 00:17:12.210
and it's like, you might
wanna think about that one

00:17:12.210 --> 00:17:14.220
for half a second, 'cause
I'm asking you for like

00:17:14.220 --> 00:17:18.120
the number one biggest mistake
out of all of the mistakes.

00:17:18.120 --> 00:17:19.620
So I send the questions ahead of time.

00:17:19.620 --> 00:17:21.780
But if I'm asking stuff that it's like,

00:17:21.780 --> 00:17:23.250
they have answered a thousand times

00:17:23.250 --> 00:17:24.930
over on their blog, on their what?

00:17:24.930 --> 00:17:26.790
Like I don't send the questions

00:17:26.790 --> 00:17:28.890
and I do just kind of prep them that like,

00:17:28.890 --> 00:17:29.940
here's the format.

00:17:29.940 --> 00:17:31.620
Like I'm not gonna ask you who you are

00:17:31.620 --> 00:17:32.850
and what you do until the end.

00:17:32.850 --> 00:17:35.460
We're gonna just dive
straight in so be prepared.

00:17:35.460 --> 00:17:37.230
'cause I've had some people
that even though I tell them,

00:17:37.230 --> 00:17:39.637
I'm doing that, they're
still like, you know,

00:17:39.637 --> 00:17:41.610
"Hey Christina, it's
great to be on the show.

00:17:41.610 --> 00:17:43.620
You know, I'm Jason, I help people

00:17:43.620 --> 00:17:45.150
with like being a better podcast guest."

00:17:45.150 --> 00:17:46.770
It's like, okay, but I asked you

00:17:46.770 --> 00:17:48.513
what the number one mistake was.

00:17:49.680 --> 00:17:52.470
That's not the question I asked
and I told you I was gonna

00:17:52.470 --> 00:17:53.340
move that to the end.

00:17:53.340 --> 00:17:55.980
And like they still do it anyway.

00:17:55.980 --> 00:17:57.420
And it's like, so that communication,

00:17:57.420 --> 00:18:00.093
I think is like, it's so important.

00:18:01.020 --> 00:18:03.570
- Coming into this whole
process with the mindset of,

00:18:03.570 --> 00:18:07.080
you're just going to have a
conversation with a like minded

00:18:07.080 --> 00:18:09.690
individual or individuals,
because some podcasts have

00:18:09.690 --> 00:18:11.160
two hosts, some have three.

00:18:11.160 --> 00:18:15.060
Whatever the format is,
if you just approach it,

00:18:15.060 --> 00:18:17.310
like you're going to meet
some friends at a bar

00:18:17.310 --> 00:18:18.330
and you're gonna have a beer

00:18:18.330 --> 00:18:21.960
and have some conversation
about X, Y, and Z,

00:18:21.960 --> 00:18:25.890
it puts you in a more relaxed
mindset to where you're not

00:18:25.890 --> 00:18:28.260
coming in thinking you have to perform

00:18:28.260 --> 00:18:30.450
and you have to be on your A game.

00:18:30.450 --> 00:18:32.460
You wanna obviously bring your A game

00:18:32.460 --> 00:18:33.690
to the microphone with you.

00:18:33.690 --> 00:18:38.130
But if you come at it with a
conversation in mind versus

00:18:38.130 --> 00:18:42.570
I've gotta make sure I cover
A, B, C, D, E, F, Y, Z, Q,

00:18:42.570 --> 00:18:45.967
whatever, it takes some pressure off you

00:18:45.967 --> 00:18:49.230
and it makes it more of
a relaxing environment.

00:18:49.230 --> 00:18:52.680
And again, think from the
audience's standpoint here.

00:18:52.680 --> 00:18:56.400
This content, while it is
designed to help serve you

00:18:56.400 --> 00:18:58.800
because you're positioning
yourself as the expert

00:18:58.800 --> 00:19:01.560
that people are gonna
wanna learn more from,

00:19:01.560 --> 00:19:04.170
the audience is showing up for compelling,

00:19:04.170 --> 00:19:05.850
enriching, engaging content.

00:19:05.850 --> 00:19:09.660
If you are in this rigid
mindset to where you have

00:19:09.660 --> 00:19:12.210
to perform and you have to get
all of these speaking points

00:19:12.210 --> 00:19:17.210
out, you're not going to be
as valuable and as compelling.

00:19:18.060 --> 00:19:20.100
And it can turn people off

00:19:20.100 --> 00:19:22.710
and think about it from your perspective,

00:19:22.710 --> 00:19:24.240
if you're listening to a podcast,

00:19:24.240 --> 00:19:27.570
if someone's in sales mode
or if someone is rigid

00:19:27.570 --> 00:19:31.440
and someone is not letting
their personality shine,

00:19:31.440 --> 00:19:34.410
do you really want to
listen to that person?

00:19:34.410 --> 00:19:36.150
Chances are no.

00:19:36.150 --> 00:19:39.420
So if you have this effective
communication on the front end

00:19:39.420 --> 00:19:41.557
to where the host is saying,

00:19:41.557 --> 00:19:43.170
"Listen, here's what we're gonna do.

00:19:43.170 --> 00:19:44.280
You and I are gonna get together.

00:19:44.280 --> 00:19:45.450
We're gonna talk about this.

00:19:45.450 --> 00:19:47.310
We're gonna talk about this and
we're gonna talk about this,

00:19:47.310 --> 00:19:49.050
but we're gonna do it in a very relaxed,

00:19:49.050 --> 00:19:51.510
laid back atmosphere.

00:19:51.510 --> 00:19:53.580
We're going to learn
a lot from each other.

00:19:53.580 --> 00:19:55.110
We're gonna go back and forth.

00:19:55.110 --> 00:19:57.240
And at the end of the conversation,

00:19:57.240 --> 00:19:59.880
you're gonna get an opportunity
to tell all of my listeners

00:19:59.880 --> 00:20:02.487
how to connect with you for more value."

00:20:03.630 --> 00:20:06.060
You're putting that guest's mind at ease.

00:20:06.060 --> 00:20:09.300
So you're doing your job as the producer,

00:20:09.300 --> 00:20:11.220
as the host of that show.

00:20:11.220 --> 00:20:14.580
If you are on the guest's side,

00:20:14.580 --> 00:20:16.050
you have all this great information.

00:20:16.050 --> 00:20:19.200
Now it's up to you to take the next step,

00:20:19.200 --> 00:20:21.360
jump in and listen to an episode or two,

00:20:21.360 --> 00:20:24.570
get a feel for how that
conversation's going to flow.

00:20:24.570 --> 00:20:25.830
Take a look at their website,

00:20:25.830 --> 00:20:29.760
to see how they're producing
this content and publishing it.

00:20:29.760 --> 00:20:30.593
Once it goes live,

00:20:30.593 --> 00:20:32.700
how are they promoting
it to their audience?

00:20:32.700 --> 00:20:34.620
You can do the same with social media.

00:20:34.620 --> 00:20:36.330
You can jump into their social media

00:20:36.330 --> 00:20:38.610
and start having
conversations with people.

00:20:38.610 --> 00:20:41.250
I'm not saying go into
sales mode there either,

00:20:41.250 --> 00:20:43.590
but you can start making
your presence known

00:20:43.590 --> 00:20:45.390
even before the interview takes place.

00:20:45.390 --> 00:20:47.580
So when your episode does go live,

00:20:47.580 --> 00:20:50.250
some of those people that you've
had meaningful connections

00:20:50.250 --> 00:20:53.190
with are already gonna know who you are.

00:20:53.190 --> 00:20:57.570
So they're gonna be even more
excited to hear your interview

00:20:57.570 --> 00:20:59.370
with the host of the show.

00:20:59.370 --> 00:21:02.040
So there's a number of ways
that you can communicate with

00:21:02.040 --> 00:21:03.600
not just each other,

00:21:03.600 --> 00:21:07.320
but with the audience and
the community that creates

00:21:07.320 --> 00:21:09.000
the ecosystem of that podcast.

00:21:09.000 --> 00:21:10.260
And if you do it right,

00:21:10.260 --> 00:21:13.140
you can really stand out and
make a significant impact

00:21:13.140 --> 00:21:15.810
that brings a lot of returns your way.

00:21:15.810 --> 00:21:18.090
- Yeah my brain is just
going into so many different

00:21:18.090 --> 00:21:19.783
little tweaks and changes
I need to make, like,

00:21:19.783 --> 00:21:21.510
I like my process for the most part.

00:21:21.510 --> 00:21:24.180
But like I'm sitting here
thinking about all the tweaks

00:21:24.180 --> 00:21:26.190
and changes, 'cause like
if we're helping someone

00:21:26.190 --> 00:21:27.090
write a blog article,

00:21:27.090 --> 00:21:29.310
we're constantly evaluating the content

00:21:29.310 --> 00:21:32.430
on does it match the promise
that we made in the title?

00:21:32.430 --> 00:21:36.120
Like, are we delivering on
what we promised in the title?

00:21:36.120 --> 00:21:37.920
And I feel like as you're
going through the podcast,

00:21:37.920 --> 00:21:39.300
that's how you make sure like

00:21:39.300 --> 00:21:40.423
A, you have your title ahead of time.

00:21:40.423 --> 00:21:43.230
Like I said, right off the
beginning that you help people

00:21:43.230 --> 00:21:45.390
level up as a podcast
guest to grow their brand

00:21:45.390 --> 00:21:46.290
and generate sales.

00:21:46.290 --> 00:21:49.170
And I'm going to get some tips
out of you on how to do that.

00:21:49.170 --> 00:21:51.690
So the entire time we're talking,

00:21:51.690 --> 00:21:53.850
my goal is to get tips out of you

00:21:53.850 --> 00:21:55.560
because that's what I
promised the listener

00:21:55.560 --> 00:21:57.030
that they would get.

00:21:57.030 --> 00:21:58.800
So I feel like if we're
matching the title,

00:21:58.800 --> 00:21:59.790
if we're matching what we said,

00:21:59.790 --> 00:22:01.230
we were gonna do through the whole time,

00:22:01.230 --> 00:22:03.878
then you don't necessarily have
to have questions prepared,

00:22:03.878 --> 00:22:07.470
but you have to be thinking
back to, okay, have we deviated?

00:22:07.470 --> 00:22:08.880
Are we way too often left field?

00:22:08.880 --> 00:22:10.890
Or are we still working on tips

00:22:10.890 --> 00:22:12.840
on how to be a better podcast guest?

00:22:12.840 --> 00:22:14.730
And I think that's so important.

00:22:14.730 --> 00:22:16.620
My brain is just like chunking away.

00:22:16.620 --> 00:22:18.600
And like over time as
we're sitting here talking

00:22:18.600 --> 00:22:21.060
on all the different ways
I could tweak things.

00:22:21.060 --> 00:22:23.670
And I think something else
that you mentioned too,

00:22:23.670 --> 00:22:24.990
like we've talked about a lot of things

00:22:24.990 --> 00:22:27.720
that a podcast guest can do.

00:22:27.720 --> 00:22:30.060
And I feel like a lot of
people wanna be podcast guests,

00:22:30.060 --> 00:22:32.940
because it's all of the
benefit without the hassle

00:22:32.940 --> 00:22:35.040
of being a host and having
to produce the episodes

00:22:35.040 --> 00:22:36.960
and all that, but it's really not.

00:22:36.960 --> 00:22:39.030
There's still a lot of hassle, right?

00:22:39.030 --> 00:22:41.670
Because I mean like summing
up a lot of the stuff

00:22:41.670 --> 00:22:42.660
that you've just said, you know,

00:22:42.660 --> 00:22:44.310
you need to think about
what your questions are.

00:22:44.310 --> 00:22:47.040
You need to go listen
to some of the episodes

00:22:47.040 --> 00:22:47.880
that they've put out and like,

00:22:47.880 --> 00:22:49.830
look at what the style
is before you even book.

00:22:49.830 --> 00:22:51.930
Just even make sure this is
somewhere that you wanna be.

00:22:51.930 --> 00:22:53.910
And this is a host you wanna be with

00:22:53.910 --> 00:22:55.200
and they're putting out episodes

00:22:55.200 --> 00:22:57.180
and not gonna just like
sit on them for 10 months.

00:22:57.180 --> 00:22:59.490
Like we talked about before
the show or sit on them

00:22:59.490 --> 00:23:00.540
and never put them out,

00:23:00.540 --> 00:23:02.610
'cause like that's a whole crazy thing

00:23:02.610 --> 00:23:04.440
that I don't even understand.

00:23:04.440 --> 00:23:07.320
And then they have to
actually prepare for the show.

00:23:07.320 --> 00:23:09.510
They have responsibility
while they're being recorded,

00:23:09.510 --> 00:23:12.510
to stay on point and answer
questions and not proselytize

00:23:12.510 --> 00:23:13.621
or going to sales mode.

00:23:13.621 --> 00:23:15.630
After the show, they need to be

00:23:15.630 --> 00:23:17.220
like engaging on social media.

00:23:17.220 --> 00:23:20.100
They need to be sharing out
the content, they need to be,

00:23:20.100 --> 00:23:21.540
there's still a lot of work like, yeah,

00:23:21.540 --> 00:23:23.759
you're not actually producing the episode,

00:23:23.759 --> 00:23:28.440
but there's still a lot of
work to being a podcast guest.

00:23:28.440 --> 00:23:32.190
So like how many episodes do you think

00:23:32.190 --> 00:23:36.300
someone can be on each
week, realistically,

00:23:36.300 --> 00:23:39.333
before all of that work
starts getting sacrificed?

00:23:40.380 --> 00:23:41.449
- That's a great question.

00:23:41.449 --> 00:23:44.670
To speak to that point before
I talk about how many episodes

00:23:44.670 --> 00:23:46.290
you should be on, I think it, you know,

00:23:46.290 --> 00:23:48.930
from the guest perspective,
yeah you don't wanna think that

00:23:48.930 --> 00:23:51.150
it's just, you are showing
up for the interview

00:23:51.150 --> 00:23:54.120
and that's where it
ends or begins and ends.

00:23:54.120 --> 00:23:57.330
Where you are saving
time is you don't have

00:23:57.330 --> 00:23:59.460
to do any of that backend production work,

00:23:59.460 --> 00:24:02.340
and Christina as a podcaster,
you know there is a lot

00:24:02.340 --> 00:24:06.450
that we do on the back
end to produce an episode,

00:24:06.450 --> 00:24:08.940
because after this raw
interview you have to edit,

00:24:08.940 --> 00:24:10.470
and you make sure that it sounds great.

00:24:10.470 --> 00:24:12.480
And then you add in
your music and your ads

00:24:12.480 --> 00:24:13.980
or whatever else you do.

00:24:13.980 --> 00:24:17.040
And that's what you end
up sharing with the world.

00:24:17.040 --> 00:24:19.290
So from the guest side of it,

00:24:19.290 --> 00:24:20.880
you don't have to do all that work,

00:24:20.880 --> 00:24:23.400
but you're costing yourself opportunities

00:24:23.400 --> 00:24:26.661
if you don't take that piece
of content once it's live

00:24:26.661 --> 00:24:30.870
and share it with your audience
in some way, shape, or form.

00:24:30.870 --> 00:24:34.170
One of the biggest gripes
that I hear from podcasters is

00:24:34.170 --> 00:24:38.490
that their guests will go MIA
after they have the interview.

00:24:38.490 --> 00:24:43.490
And I always say, listen, this
is still a two-sided affair.

00:24:43.554 --> 00:24:46.320
What are you doing to keep
the conversation going?

00:24:46.320 --> 00:24:49.710
Because if you just sign
off and we never talk again,

00:24:49.710 --> 00:24:51.607
until the episode goes
live, they might think,

00:24:51.607 --> 00:24:54.782
"Well, I've already done
105 other interviews

00:24:54.782 --> 00:24:56.190
in that timeframe.

00:24:56.190 --> 00:24:58.740
This is just another spoke in the wheel.

00:24:58.740 --> 00:25:00.600
What do I have that's you know,

00:25:00.600 --> 00:25:05.400
what's my benefit of sharing this myself?"

00:25:05.400 --> 00:25:08.190
Now, that's also a
lopsided way of thinking.

00:25:08.190 --> 00:25:09.300
And then I'll get to that in a second.

00:25:09.300 --> 00:25:12.595
But as the podcaster, maybe
you find a piece of content

00:25:12.595 --> 00:25:16.590
in your everyday scrollings
that would resonate

00:25:16.590 --> 00:25:19.387
with that guest, because you
just talked about it like,

00:25:19.387 --> 00:25:21.180
"Hey, look at this, we
just talked about this."

00:25:21.180 --> 00:25:23.100
Just keeping the relationship going.

00:25:23.100 --> 00:25:25.350
Because one of the big
benefits of podcasting

00:25:25.350 --> 00:25:27.300
that a lot of people overlook is that

00:25:27.300 --> 00:25:31.239
this is the best digital
networking platform on the planet.

00:25:31.239 --> 00:25:35.400
Hands down, I will argue that
until I fall off the chair,

00:25:35.400 --> 00:25:37.560
Christina, you and I,
before we even went lives,

00:25:37.560 --> 00:25:40.320
probably spent more
time than we had planned

00:25:40.320 --> 00:25:42.600
just talking about all
of these different things

00:25:42.600 --> 00:25:45.540
and maybe even finding
a way to work together.

00:25:45.540 --> 00:25:46.590
That's enormous.

00:25:46.590 --> 00:25:48.690
And if you come at this
with the right attitude

00:25:48.690 --> 00:25:49.620
and the right mindset,

00:25:49.620 --> 00:25:52.950
those types of opportunities
present themselves to you.

00:25:52.950 --> 00:25:55.350
But if you come into it with
this transactional mindset

00:25:55.350 --> 00:25:57.330
of, "I'm here to talk, I'm gonna do this.

00:25:57.330 --> 00:26:01.110
I'm gonna say this. And
when it's done, I'm out,"

00:26:01.110 --> 00:26:03.090
you cost yourself opportunities.

00:26:03.090 --> 00:26:06.180
So yes, there is more
work than just showing up

00:26:06.180 --> 00:26:07.080
for the interview.

00:26:07.080 --> 00:26:08.910
But if you do it right,

00:26:08.910 --> 00:26:10.980
A, you're gonna get into a rhythm

00:26:10.980 --> 00:26:14.490
where it becomes natural
and B, you're gonna start

00:26:14.490 --> 00:26:16.950
seeing results because
I've talked to people

00:26:16.950 --> 00:26:18.420
that have said, "I've
done podcast guesting.

00:26:18.420 --> 00:26:19.440
That doesn't work."

00:26:19.440 --> 00:26:21.120
Okay well, what did you
do with the interview

00:26:21.120 --> 00:26:22.110
when it went live?

00:26:22.110 --> 00:26:25.620
What did you do to build a
relationship with that podcaster

00:26:25.620 --> 00:26:28.770
and more times than not "No,
I didn't really do anything."

00:26:28.770 --> 00:26:30.480
Well, of course, then nothing happened

00:26:30.480 --> 00:26:33.870
because you didn't do
anything to set up a catalyst

00:26:33.870 --> 00:26:35.970
for this to be a positive strategy

00:26:35.970 --> 00:26:38.247
in your brand building initiatives.

00:26:38.247 --> 00:26:40.050
So to answer your question,

00:26:40.050 --> 00:26:42.478
now that I've got that
rant out of the way,

00:26:42.478 --> 00:26:46.020
it really comes down to
how much you can manage.

00:26:46.020 --> 00:26:48.630
I recommend to everybody,
especially in the beginning

00:26:48.630 --> 00:26:51.300
that they start small,
try to do one per week.

00:26:51.300 --> 00:26:54.240
If you try to do one a
month or one a quarter,

00:26:54.240 --> 00:26:56.880
it's really not going to be impactful

00:26:56.880 --> 00:26:59.550
to your brand building initiatives.

00:26:59.550 --> 00:27:00.912
So you wanna be sure that
you're doing something-

00:27:00.912 --> 00:27:02.880
- Try to build some muscle, too.

00:27:02.880 --> 00:27:04.650
- Exactly. You have to put in the reps.

00:27:04.650 --> 00:27:06.840
And when you get on these
shows and start taking

00:27:06.840 --> 00:27:09.750
the practice swings, you
start finding your voice

00:27:09.750 --> 00:27:13.170
and finding new and compelling ways

00:27:13.170 --> 00:27:14.910
to tell your brand story

00:27:14.910 --> 00:27:18.120
and figuring out, okay,
maybe I say um too much,

00:27:18.120 --> 00:27:21.180
or maybe I use the word
like too much or you know,

00:27:21.180 --> 00:27:24.240
or whatever, a lot of the
filler phrases that people use

00:27:24.240 --> 00:27:26.280
in their natural way of
talking that you don't think

00:27:26.280 --> 00:27:28.110
about it translates to the microphone

00:27:28.110 --> 00:27:30.660
and until somebody actually
shines a spotlight on it,

00:27:30.660 --> 00:27:32.340
you don't think about it.

00:27:32.340 --> 00:27:34.080
And that's one of the
things I do in training

00:27:34.080 --> 00:27:37.110
is through a mock interview,
I will just let you flow.

00:27:37.110 --> 00:27:39.480
And then I can say, "Okay,
here's something to work on,"

00:27:39.480 --> 00:27:41.943
but that's story for another day.

00:27:41.943 --> 00:27:45.975
When you are comfortable with this process

00:27:45.975 --> 00:27:48.840
and you have a strong way
of telling your story,

00:27:48.840 --> 00:27:51.120
and maybe you're seeing
some results trickle in,

00:27:51.120 --> 00:27:53.400
maybe you've made a
couple great connections.

00:27:53.400 --> 00:27:55.500
It's led to new opportunities.

00:27:55.500 --> 00:27:58.713
Then start upping the
number that you do per week.

00:27:58.713 --> 00:28:00.090
Like I can, for example,

00:28:00.090 --> 00:28:03.210
this week I have five
interviews that I'm doing.

00:28:03.210 --> 00:28:05.130
Some weeks I have more than five,

00:28:05.130 --> 00:28:07.140
some weeks I have less than five.

00:28:07.140 --> 00:28:10.740
I'm always trying to do
at least two per week.

00:28:10.740 --> 00:28:13.410
That's usually my goal that I shoot for.

00:28:13.410 --> 00:28:16.260
But when I have more, I'm prepared for it,

00:28:16.260 --> 00:28:19.050
because I've done this
enough now to know how

00:28:19.050 --> 00:28:21.720
I want to present myself
and I can manage it

00:28:21.720 --> 00:28:25.740
within my schedule to where
this is a big part of my day,

00:28:25.740 --> 00:28:27.900
because I love doing this.

00:28:27.900 --> 00:28:31.050
I love connecting with other podcasters

00:28:31.050 --> 00:28:33.210
and having these meaningful conversations

00:28:33.210 --> 00:28:35.610
and helping them create great content

00:28:35.610 --> 00:28:37.380
that the audience can listen to

00:28:37.380 --> 00:28:39.270
and really get something from.

00:28:39.270 --> 00:28:42.540
So whether you want to become a podcaster,

00:28:42.540 --> 00:28:45.360
whether you want to build
your brand as a podcast guest,

00:28:45.360 --> 00:28:48.120
hopefully there is something
within Christina and I's

00:28:48.120 --> 00:28:51.660
conversation today that truly
resonated with you to say,

00:28:51.660 --> 00:28:54.950
maybe I'll look Jason up and
see what else he can offer me.

00:28:54.950 --> 00:28:58.170
And whether that's coming to
my website or just listening

00:28:58.170 --> 00:28:59.610
to this podcast over and over,

00:28:59.610 --> 00:29:02.700
to absorb all of these
tips and strategies.

00:29:02.700 --> 00:29:05.490
That to me is I'm doing my job.

00:29:05.490 --> 00:29:09.210
I'm doing my part to make
the podcasting world better

00:29:09.210 --> 00:29:12.810
and to make everyone better
at utilizing this medium,

00:29:12.810 --> 00:29:14.640
to take their brand to the next level.

00:29:14.640 --> 00:29:17.010
So do as many as you're comfortable with

00:29:17.010 --> 00:29:20.343
and then grow from there as
things start to take off.

00:29:21.526 --> 00:29:23.010
- I think that's awesome advice.

00:29:23.010 --> 00:29:25.140
It's like putting in those
reps is really important

00:29:25.140 --> 00:29:27.000
and building your systems, 'cause I mean,

00:29:27.000 --> 00:29:28.020
there was so many steps.

00:29:28.020 --> 00:29:29.760
Like I hope people go back
and listen to this recording

00:29:29.760 --> 00:29:32.310
and like listen to all of the steps

00:29:32.310 --> 00:29:34.170
that were part of being
a really good guest

00:29:34.170 --> 00:29:36.750
or even being a really good
host and like all the stuff

00:29:36.750 --> 00:29:39.540
you have to do, there's
a process in there.

00:29:39.540 --> 00:29:41.370
There's like stuff you need
to do in a certain order

00:29:41.370 --> 00:29:43.020
and you need to do it every single time.

00:29:43.020 --> 00:29:44.850
And there's so much value to podcast.

00:29:44.850 --> 00:29:47.580
People are like, "Oh, what's
the size of your audience?

00:29:47.580 --> 00:29:49.620
How many downloads do you have? How many?"

00:29:49.620 --> 00:29:51.420
Like, yeah, that matters.

00:29:51.420 --> 00:29:52.350
It's okay. It's cool.

00:29:52.350 --> 00:29:54.990
But I've hired people
that I've interviewed

00:29:54.990 --> 00:29:55.840
as podcast guests

00:29:56.730 --> 00:30:00.210
'cause it was like, "Dang,
you're impressive. I need you."

00:30:00.210 --> 00:30:02.790
So I've hired people.
I've been hired by people.

00:30:02.790 --> 00:30:04.800
I've built JV relationships with people

00:30:04.800 --> 00:30:07.170
that fill in gaps that I
don't do for my clients.

00:30:07.170 --> 00:30:09.300
Like what me and you talked
about before the show,

00:30:09.300 --> 00:30:12.060
like there's so many
other ways to monetize.

00:30:12.060 --> 00:30:14.352
It's like even if the
relationship isn't great,

00:30:14.352 --> 00:30:16.590
look all the content we created.

00:30:16.590 --> 00:30:19.440
How many like little videos
could you take out of this

00:30:19.440 --> 00:30:21.829
and go put them out on like
TikTok or YouTube Shorts

00:30:21.829 --> 00:30:23.610
or Instagram Reels,

00:30:23.610 --> 00:30:25.890
how much blog content
could you put together?

00:30:25.890 --> 00:30:27.360
You could put together
a whole 'nother resource

00:30:27.360 --> 00:30:29.940
you probably already have it,
but like, tips of like how

00:30:29.940 --> 00:30:31.500
to get started as a podcast guest

00:30:31.500 --> 00:30:33.762
or processes for how to be a good podcast.

00:30:33.762 --> 00:30:35.910
Like just being interviewed,

00:30:35.910 --> 00:30:38.460
if you didn't have a lot
of that content already,

00:30:38.460 --> 00:30:39.990
let all the questions that I've asked,

00:30:39.990 --> 00:30:41.820
all the like conversation that's come up,

00:30:41.820 --> 00:30:43.770
that can be spun off into other content.

00:30:43.770 --> 00:30:46.140
Like there's so much value in podcasts.

00:30:46.140 --> 00:30:47.973
I love it. I get excited about it.

00:30:48.930 --> 00:30:52.170
It's daunting on the production
side, but it is like,

00:30:52.170 --> 00:30:54.240
it's so much fun, it's so much fun.

00:30:54.240 --> 00:30:56.100
- Well and clearly you look,

00:30:56.100 --> 00:30:57.420
well you look at this the right way.

00:30:57.420 --> 00:30:59.673
A lot of podcasters come
into this thinking that,

00:30:59.673 --> 00:31:01.800
"Oh, this is gonna just lead
to millions and millions

00:31:01.800 --> 00:31:03.930
of dollars because Joe Rogan did it."

00:31:03.930 --> 00:31:05.880
But that's not the case.

00:31:05.880 --> 00:31:08.460
And Joe Rogan, it took
him 20 some years to get

00:31:08.460 --> 00:31:10.740
to where he was, that he was in a position

00:31:10.740 --> 00:31:12.840
that they offered him that money.

00:31:12.840 --> 00:31:15.600
So start looking at it
from this standpoint

00:31:15.600 --> 00:31:17.520
where you get to have conversations

00:31:17.520 --> 00:31:20.010
about subjects that really
get your juices flowing

00:31:20.010 --> 00:31:21.420
and really get you excited.

00:31:21.420 --> 00:31:23.700
And you get to connect with a new person

00:31:23.700 --> 00:31:26.580
each and every time you
do a podcast episode.

00:31:26.580 --> 00:31:29.490
So the networking potential
is through the roof.

00:31:29.490 --> 00:31:32.220
You start looking at podcasting
from that standpoint,

00:31:32.220 --> 00:31:34.050
you get more from it and you don't quit

00:31:34.050 --> 00:31:37.200
after seven episodes,
which is like, at least,

00:31:37.200 --> 00:31:39.810
I mean that statistic could
have fluctuated somewhat,

00:31:39.810 --> 00:31:43.800
but that's the average number
of episodes that people do

00:31:43.800 --> 00:31:47.520
and publish before they walk away.

00:31:47.520 --> 00:31:50.520
And it's because their mindset
is not what it needs to be

00:31:50.520 --> 00:31:54.000
to truly embrace this medium
and get the most from it.

00:31:54.000 --> 00:31:55.860
- Yeah they get hung up
on the download count

00:31:55.860 --> 00:31:57.420
or on the views and things like that.

00:31:57.420 --> 00:31:59.700
And they're like, "Oh, that's
the only stat that matters."

00:31:59.700 --> 00:32:01.560
And it's like, if you
look at mine that doesn't

00:32:01.560 --> 00:32:03.330
have high downloads or high viewers,

00:32:03.330 --> 00:32:05.220
but I've made money off my podcast.

00:32:05.220 --> 00:32:06.330
I've monetized it-
- Exactly.

00:32:06.330 --> 00:32:08.880
- Already without, I'm not selling ads.

00:32:08.880 --> 00:32:10.350
I'm not, you know, doing,

00:32:10.350 --> 00:32:12.240
I'm just publishing
the content that I put.

00:32:12.240 --> 00:32:14.790
It goes in my Facebook group,
it goes out to my email list.

00:32:14.790 --> 00:32:16.075
It goes on my social media,

00:32:16.075 --> 00:32:17.820
but it's the relationship with the guests

00:32:17.820 --> 00:32:20.250
and I've automated some
of the touchpoints,

00:32:20.250 --> 00:32:22.230
like Calendly will handle
some of that for you,

00:32:22.230 --> 00:32:24.360
where it lets you
communicate with the guest

00:32:24.360 --> 00:32:26.640
ahead of time, "Hey, this
is gonna be video and audio.

00:32:26.640 --> 00:32:29.220
This is gonna be, like talks about it."

00:32:29.220 --> 00:32:30.637
And then on the back end, it'll be like,

00:32:30.637 --> 00:32:33.180
"Hey do you know any other
podcast I can be a guest on?

00:32:33.180 --> 00:32:34.110
Or do you have any other guests

00:32:34.110 --> 00:32:36.060
you would recommend for my podcast?"

00:32:36.060 --> 00:32:37.650
And that's all automated.

00:32:37.650 --> 00:32:38.490
And then my assistant,

00:32:38.490 --> 00:32:39.900
whenever it's done being published,

00:32:39.900 --> 00:32:40.987
she'll reach out and be like,

00:32:40.987 --> 00:32:42.600
"Hey, it's published, go share it."

00:32:42.600 --> 00:32:44.790
But I mean, you still have
to follow up on social media

00:32:44.790 --> 00:32:47.640
and do my part manually
'cause I built a connection,

00:32:47.640 --> 00:32:50.340
but there's still so
many other touchpoints

00:32:50.340 --> 00:32:51.720
that are so much more valuable.

00:32:51.720 --> 00:32:52.860
And I mean, people are all the time

00:32:52.860 --> 00:32:55.490
like I don't know what content
to write about on my blog

00:32:55.490 --> 00:32:56.790
or on my social and it's like,

00:32:56.790 --> 00:32:58.890
go be a guest on podcast

00:32:58.890 --> 00:33:01.290
because they're gonna tell you,
they're gonna ask questions.

00:33:01.290 --> 00:33:03.900
They're gonna give you
what you need to go do.

00:33:03.900 --> 00:33:06.500
Like they're building your
content strategy for you.

00:33:07.830 --> 00:33:08.820
- Absolutely right.

00:33:08.820 --> 00:33:10.230
- You nailed it.
- I came up with questions

00:33:10.230 --> 00:33:11.610
to ask and there may be at least

00:33:11.610 --> 00:33:14.130
one or two I've asked you
that nobody else has asked,

00:33:14.130 --> 00:33:15.480
there's your new content

00:33:15.480 --> 00:33:18.270
that you can go create
on your own platforms.

00:33:18.270 --> 00:33:19.230
So it's like, there's so much value.

00:33:19.230 --> 00:33:20.343
So, so, so much value.

00:33:20.343 --> 00:33:24.173
- 100% yeah. I love
this platform for that.

00:33:24.173 --> 00:33:25.679
- Well I hope we've convinced
people that they need

00:33:25.679 --> 00:33:27.090
to be a podcast guest

00:33:27.090 --> 00:33:28.890
and that there's more
to it than they realize.

00:33:28.890 --> 00:33:30.990
And they don't just get
to show up and be pretty.

00:33:30.990 --> 00:33:34.290
So if someone is serious
about it and they wanna do it

00:33:34.290 --> 00:33:37.413
right, what do you have
for them out in the world.

00:33:39.000 --> 00:33:43.770
- Jump over to jasoncercone.com/eta.

00:33:43.770 --> 00:33:45.330
And when you land there,

00:33:45.330 --> 00:33:47.400
you're gonna have two choices

00:33:47.400 --> 00:33:48.810
and you can take advantage
of both of these.

00:33:48.810 --> 00:33:50.430
I highly recommend that you do.

00:33:50.430 --> 00:33:53.490
One is you can get access
to a free masterclass

00:33:53.490 --> 00:33:54.690
that I put together called

00:33:54.690 --> 00:33:56.790
five things people fail to do before

00:33:56.790 --> 00:33:58.830
becoming a podcast guest.

00:33:58.830 --> 00:34:02.100
So just enter in your email
and you'll get the access link

00:34:02.100 --> 00:34:04.800
for that sent right to your inbox.

00:34:04.800 --> 00:34:06.270
And I'll also have a link where you can

00:34:06.270 --> 00:34:09.900
take a quick two minute
quiz about podcast guesting.

00:34:09.900 --> 00:34:12.030
And is it right for you?

00:34:12.030 --> 00:34:14.610
And the reason I lead
with podcast guesting

00:34:14.610 --> 00:34:18.060
before I lead with starting
your own podcast is

00:34:18.060 --> 00:34:21.930
because you can really get a strong feel

00:34:21.930 --> 00:34:25.020
for whether it makes sense
to start your own show

00:34:25.020 --> 00:34:27.060
by being a podcast guest.

00:34:27.060 --> 00:34:29.850
So going on other podcasts
and finding your voice

00:34:29.850 --> 00:34:32.520
and telling your brand story
and making connections,

00:34:32.520 --> 00:34:35.820
it's going to give you some
guidance on whether it makes

00:34:35.820 --> 00:34:36.840
sense to start your own show.

00:34:36.840 --> 00:34:39.270
Now, if you are dead set
on starting your own show,

00:34:39.270 --> 00:34:40.980
that's okay and we can talk about that.

00:34:40.980 --> 00:34:43.290
I'm more than happy to have
a conversation with you,

00:34:43.290 --> 00:34:46.050
but I'm very real with letting you know,

00:34:46.050 --> 00:34:49.290
this is what it takes to
make a podcast take off.

00:34:49.290 --> 00:34:53.160
So doing the guesting side
allows you to jump into this

00:34:53.160 --> 00:34:55.380
world and get a feel
for what it's like to be

00:34:55.380 --> 00:34:57.960
on the microphone and
tell your brand story.

00:34:57.960 --> 00:35:01.327
And once you do reach that
point where you can say,

00:35:01.327 --> 00:35:02.700
"You know what, I'm loving this.

00:35:02.700 --> 00:35:04.200
I want to keep being a guest,

00:35:04.200 --> 00:35:06.390
but I wanna start my own show."

00:35:06.390 --> 00:35:10.140
Fantastic because one of the greatest ways

00:35:10.140 --> 00:35:12.900
to grow your audience is by going on

00:35:12.900 --> 00:35:14.190
other podcasts as a guest.

00:35:14.190 --> 00:35:15.750
So it all comes full circle,

00:35:15.750 --> 00:35:17.850
because when you go on a podcast

00:35:17.850 --> 00:35:19.080
with an established audience,

00:35:19.080 --> 00:35:20.880
not only do you connect with
a host that you could say,

00:35:20.880 --> 00:35:23.010
listen, I'd like to
bring you on my show too.

00:35:23.010 --> 00:35:24.660
So we'll have two different conversations,

00:35:24.660 --> 00:35:26.490
one for yours, one for mine.

00:35:26.490 --> 00:35:29.520
So you create relationships
in that respect,

00:35:29.520 --> 00:35:34.020
but you also get the opportunity
to connect with people

00:35:34.020 --> 00:35:36.873
on a platform, where
they're already converted.

00:35:38.040 --> 00:35:42.780
If people hear you on a podcast,
telling them to go listen

00:35:42.780 --> 00:35:47.190
to your show, you know that
they heard it on a podcast.

00:35:47.190 --> 00:35:51.870
It's 100% in regards to
getting them to make that jump.

00:35:51.870 --> 00:35:53.730
If you try to do it through social media,

00:35:53.730 --> 00:35:57.420
where having that presence
is it can be strong

00:35:57.420 --> 00:35:59.580
and it's good for
communication and awareness

00:35:59.580 --> 00:36:01.440
and creating some conversations,

00:36:01.440 --> 00:36:04.192
but if people are in one of
those infinite scroll holes,

00:36:04.192 --> 00:36:07.380
then they may not want to jump off of that

00:36:07.380 --> 00:36:08.850
to go listen to your podcast.

00:36:08.850 --> 00:36:12.750
But if you're on a podcast and
you say this has been great

00:36:12.750 --> 00:36:15.930
connecting with all of you
today, I have a show called

00:36:15.930 --> 00:36:18.270
blah, blah, blah, blah, go jump over on,

00:36:18.270 --> 00:36:21.060
I'm on Spotify, I'm on Apple, wherever,

00:36:21.060 --> 00:36:22.950
follow me and listen to the show there.

00:36:22.950 --> 00:36:25.020
People are already listening to a podcast.

00:36:25.020 --> 00:36:27.480
It's much easier to make that transition.

00:36:27.480 --> 00:36:31.110
So again, I went long winded here,

00:36:31.110 --> 00:36:33.750
but that's the reason why I
go so strong with guesting.

00:36:33.750 --> 00:36:36.445
So go to jasoncercone.com/eta.

00:36:36.445 --> 00:36:38.103
And that's how you get started.

00:36:39.000 --> 00:36:42.264
- Now, if somebody wants to
like not DIY it themselves

00:36:42.264 --> 00:36:44.340
and they just wanna pay you money,

00:36:44.340 --> 00:36:47.820
'cause I strongly advocate
that as much as possible.

00:36:47.820 --> 00:36:50.130
Like if you can find a really smart person

00:36:50.130 --> 00:36:51.630
and you can pay them money,

00:36:51.630 --> 00:36:54.270
you will save yourself so much headache

00:36:54.270 --> 00:36:56.130
like so, so, so much headache.

00:36:56.130 --> 00:36:57.630
So someone wants to do that.

00:36:57.630 --> 00:37:00.210
What does that look like if
they just wanna give you money

00:37:00.210 --> 00:37:02.430
and say, make me a better podcast guest?

00:37:02.430 --> 00:37:07.023
- That is awesome and I will
gladly accept that offer.

00:37:08.100 --> 00:37:10.500
When you land on my
website on the ETA page,

00:37:10.500 --> 00:37:12.360
you're gonna have access to everything.

00:37:12.360 --> 00:37:13.830
Check out my services page,

00:37:13.830 --> 00:37:16.050
check out my guest accelerator page.

00:37:16.050 --> 00:37:18.030
And you can schedule a consultation

00:37:18.030 --> 00:37:19.980
right through my website as well.

00:37:19.980 --> 00:37:21.930
And we'll have a brief conversation,

00:37:21.930 --> 00:37:24.330
ultimately getting to know what your goals

00:37:24.330 --> 00:37:26.684
and ambitions are in this space.

00:37:26.684 --> 00:37:30.330
And then from there, I can
tailor a coaching program

00:37:30.330 --> 00:37:32.790
and customize it to what you need

00:37:32.790 --> 00:37:34.350
because this isn't cookie cutter

00:37:34.350 --> 00:37:36.570
and this isn't going to
be the same objective

00:37:36.570 --> 00:37:38.460
for each person that comes in.

00:37:38.460 --> 00:37:40.680
Obviously, you wanna make
an impact on the space,

00:37:40.680 --> 00:37:43.230
but we're gonna find
the best way to do that.

00:37:43.230 --> 00:37:44.520
So when you're on my website,

00:37:44.520 --> 00:37:46.740
please feel free to book
a free consultation.

00:37:46.740 --> 00:37:47.820
It's worry free.

00:37:47.820 --> 00:37:49.542
It's gonna cost you half
an hour of your time.

00:37:49.542 --> 00:37:52.410
And it's going to allow
us to really get into

00:37:52.410 --> 00:37:55.226
what you want to get from podcasting.

00:37:55.226 --> 00:37:57.543
And we will proceed from there.

00:37:58.470 --> 00:38:00.750
- Yep and it is a tailored approach.

00:38:00.750 --> 00:38:02.460
Like I will say that for like

00:38:02.460 --> 00:38:04.530
why people need to just contact you.

00:38:04.530 --> 00:38:07.020
There's a ton of resources
on being good podcast guests.

00:38:07.020 --> 00:38:09.150
I mean, you shared several
of 'em with our audience,

00:38:09.150 --> 00:38:13.190
which is great, but learning
how to actually apply that

00:38:13.190 --> 00:38:17.070
to like, "Hey, I have these
very specific sales goals.

00:38:17.070 --> 00:38:20.040
How can I leverage being a
podcast guest to do that?"

00:38:20.040 --> 00:38:21.990
Things like how do you find the right host

00:38:21.990 --> 00:38:23.640
that could be potential referral partners

00:38:23.640 --> 00:38:25.590
of potential clients that
you can go, you know,

00:38:25.590 --> 00:38:27.463
use the podcast as an opportunity

00:38:27.463 --> 00:38:30.450
to meet them and network with them.

00:38:30.450 --> 00:38:33.990
There's so much strategy to
being a good podcast guest

00:38:33.990 --> 00:38:35.370
and being a good podcast host

00:38:35.370 --> 00:38:38.423
that it's like, you really
need someone helping you

00:38:38.423 --> 00:38:39.780
kind of figure that out.

00:38:39.780 --> 00:38:42.150
So I wanna throw that really
good strong push in there

00:38:42.150 --> 00:38:45.180
that the consultation call is worth it.

00:38:45.180 --> 00:38:48.540
Even if you end up with the
freebees like, you know,

00:38:48.540 --> 00:38:50.010
consultation call with a path

00:38:50.010 --> 00:38:53.100
to get to the paid one
is a great way to go.

00:38:53.100 --> 00:38:55.320
So I have kept you busy
for like 40 minutes

00:38:55.320 --> 00:38:56.610
plus our chit chat beforehand.

00:38:56.610 --> 00:38:58.020
So that's all the brain downloading

00:38:58.020 --> 00:39:00.540
I'm gonna subject you to today.

00:39:00.540 --> 00:39:02.160
Thank you so much for coming on.

00:39:02.160 --> 00:39:04.500
I know this is like intense

00:39:04.500 --> 00:39:06.930
because you're having
to advise people on how

00:39:06.930 --> 00:39:08.970
to be a good podcast
guest while you're also

00:39:08.970 --> 00:39:10.200
being a podcast guest.

00:39:10.200 --> 00:39:13.200
It's little intimidating.
- It's very meta right?

00:39:13.200 --> 00:39:14.220
Not at all.

00:39:14.220 --> 00:39:17.340
Again for me, this is the
greatest way to connect

00:39:17.340 --> 00:39:19.890
with people, to teach them about

00:39:19.890 --> 00:39:22.170
how powerful this platform can be.

00:39:22.170 --> 00:39:24.450
And hopefully when they hear me,

00:39:24.450 --> 00:39:29.218
it serves as an example of once you learn

00:39:29.218 --> 00:39:31.230
how you want to communicate

00:39:31.230 --> 00:39:34.740
and what you can tell the audience,

00:39:34.740 --> 00:39:36.510
I can learn from Jason,

00:39:36.510 --> 00:39:38.640
how he does it with the podcasting space,

00:39:38.640 --> 00:39:40.500
apply it to what I do.

00:39:40.500 --> 00:39:42.420
And then I can start going on podcasts

00:39:42.420 --> 00:39:45.450
that align with my mission,
my message, and my objectives,

00:39:45.450 --> 00:39:47.280
and I can make a similar impact.

00:39:47.280 --> 00:39:50.160
So people start to reach out
to me and learn more about

00:39:50.160 --> 00:39:52.260
what I do and enter into my ecosystem,

00:39:52.260 --> 00:39:55.050
so I can continue to
nurture them and ultimately

00:39:55.050 --> 00:39:58.936
turn them into customers and
brand advocates going forward.

00:39:58.936 --> 00:39:59.829
(both talking)

00:39:59.829 --> 00:40:02.699
- For me, this is like so
many things on this one.

00:40:02.699 --> 00:40:05.310
I feel like it's like we did
the questions ahead of time,

00:40:05.310 --> 00:40:07.980
we asked interesting stuff,
we ran it the right way.

00:40:07.980 --> 00:40:11.592
And then, I mean, we exemplified
like the perfect combo,

00:40:11.592 --> 00:40:14.250
'cause like we're both targeting
a very similar audience,

00:40:14.250 --> 00:40:17.418
but we have very like
complementary services.

00:40:17.418 --> 00:40:21.339
So it's like, the ability to connect

00:40:21.339 --> 00:40:25.920
and have the right guest
host combo worked too.

00:40:25.920 --> 00:40:28.560
So it's like, I hope our
audience like picks apart

00:40:28.560 --> 00:40:32.013
not just what we said tip
wise, but what we did.

00:40:33.090 --> 00:40:36.570
- Yeah just the overall action
of having this collaboration.

00:40:36.570 --> 00:40:39.120
And that's really one of the
most important terms to keep

00:40:39.120 --> 00:40:42.450
in mind with podcasting
is it's a collaboration.

00:40:42.450 --> 00:40:43.920
You're collaborating with the guest.

00:40:43.920 --> 00:40:45.390
You're collaborating with the host.

00:40:45.390 --> 00:40:48.165
You are putting together content
in a collaborative fashion

00:40:48.165 --> 00:40:51.840
that's designed to entertain, to educate,

00:40:51.840 --> 00:40:54.600
to inform, to provide new perspectives.

00:40:54.600 --> 00:40:56.520
So I feel like we've done our job today,

00:40:56.520 --> 00:40:58.920
but we'll let the audience
be the judge of that.

00:41:00.030 --> 00:41:01.920
- Yeah, definitely same here.

00:41:01.920 --> 00:41:03.600
And thank you so much for coming on.

00:41:03.600 --> 00:41:06.240
I think this has been
absolutely fantastic.

00:41:06.240 --> 00:41:07.710
- I appreciate you having me Christina.

00:41:07.710 --> 00:41:09.870
And one last quick
message to the audience.

00:41:09.870 --> 00:41:12.570
Christina does an unbelievable
job with her content here.

00:41:12.570 --> 00:41:14.700
So please the least
you can do is jump over

00:41:14.700 --> 00:41:17.490
to Apple Podcasts and leave a quick rating

00:41:17.490 --> 00:41:20.250
and written review because
what that's gonna do is

00:41:20.250 --> 00:41:22.020
let the world know what
you think of this show

00:41:22.020 --> 00:41:24.960
and it's gonna help new
listeners find this podcast.

00:41:24.960 --> 00:41:26.790
So take a few minutes to do that.

00:41:26.790 --> 00:41:29.340
I know Christina will appreciate it.

00:41:29.340 --> 00:41:31.653
- Ah, definitely. Thank you so much.

00:41:33.930 --> 00:41:35.040
All right guys, entrepreneurs,

00:41:35.040 --> 00:41:36.360
this is your call to take action.

00:41:36.360 --> 00:41:38.190
Head over to etatoday.zone,

00:41:38.190 --> 00:41:40.530
to learn more about how to
build a business that enables

00:41:40.530 --> 00:41:43.020
your lifestyle instead
of taking over your life.

00:41:43.020 --> 00:41:44.523
Until next time, bye guys.

00:41:47.963 --> 00:41:50.630
(upbeat music)

About Christina Hooper

I help you turn your Superpowers into Sales so you can build a business that enables your lifestyle instead of taking over your life. I'm also StoryBrand Certified Guide, BMS Certified Coach, and DigitalMarketer Certified Partner.

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