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

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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."

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And then they can go into a
story that they've never told

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before and they're excited to
tell it because it's fresh.

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And then for you, you've
now got great content

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and no one has ever shared,

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they've never shared that
story, no one's ever heard it.

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Now you've got your at least one clip

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that you can share when
you promote that show.

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"I had Joe on, he's never told this story.

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We got breaking news on my podcast."

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

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But to alleviate the fear,

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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,

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that's gonna make the
chemistry come together

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and it's gonna make overall content pop

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and make listeners glad
that they tuned in.

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- What do you think about guests

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providing questions to the host?

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

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people have sent me the questions

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that they wanted to be asked

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and they gave me the flexibility to like

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add, amend, change, like,

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so I could still add those
thought provoking questions,

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but they gave a base to ensure
that the conversation went

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the way that they wanted.

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What are your thoughts about that?

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

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I think that if you are
utilizing the podcast platform

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to accelerate brand growth

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and really make a name for yourself,

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you want to ensure that when
you make a guest appearance,

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you get an opportunity to
really showcase who you are,

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what you're doing, how
you're gonna help people

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in their time of need and
if you offer what they need,

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then you wanna make sure they understand

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that you're the resource
they need to turn to.

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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)