3 Critical Elements You Can’t Skip If You Want Your Podcast to Be a Sales Asset

If you’re using your podcast to generate, educate, and convert right-fit clients, then you need to show up for it in a big way. That’s why we’re diving into what it takes to make your podcast a true sales asset in your business. 

Spoiler alert: it doesn’t happen accidentally!

In this episode of The more Profitable Podcast, I’m getting a little soapboxy (consider yourself warned!) about the three critical elements you can’t skip if you want your podcast to drive business results. It’s time to raise our standards and get intentional about how we use our podcasts as part of our sales process. 

4:15 – Why your podcast content should focus on attracting and converting prospects rather than just entertaining your existing fans.

9:30 – How to create content that guides your listeners towards a purchase, rather than just explaining the process.

14:45 – Why being consistent is key to building trust and how it affects your podcast’s ability to convert listeners into clients.

Mentioned in 3 Critical Elements You Can’t Skip If You Want Your Podcast to Be a Sales Asset

Podcasting for Profitability Roundtable

Podcast Strategy Intensive

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If you're using your podcast to generate, educate, and convert right-fit clients, if you want your podcast to be a sales asset, you have to show up for it to be that way. Your podcast-generating business for you, working as a part of your sales process, has to start with you as a host, setting it up to do those things. It cannot do those things on its own.

We have to raise our standards as business owners who are using a podcast as a part of our sales team, it is not enough to think that we can just sit behind the mic every so often and that's going to “get our brand out there” and the business will follow. We have to be showing up for it. Today we're going to talk about the three elements of this you cannot skip.

Welcome to The More Profitable Podcast with Stacey Harris. I'm Stacey. This is the spot to learn more about the strategies, tactics, and tools you need to build your more profitable podcast. My team and I work every day with podcasters like you to shift shows from frustrating time sucks to productive members of your sales team, because your show should be built to generate and convert leads. So let's get into it.

I am warning you right out of the box on this one. I'm probably going to get soapboxy. It's probably going to get a little honest here because this infuriates me to be completely honest. It's so, so frustrating to see people struggle honestly, to see people pushing this rock up a hill and being able to see really clearly that it's never going to do the things that you want it to do because you're not doing the things it needs to be able to do what you want it to do.

It's just never going to get there on its own. This stems from, frankly, years, years—I say this as somebody who's had a podcast for more than a decade—years of people saying, “Oh, you want to build an audience? Oh, you want to grow your personal brand? Oh, you want to be able to nurture your clients? Just start a podcast. All you gotta do is get behind them, talk for a little bit every week, and then podcast. It's easy.”

Honestly, it's not difficult. There are a lot of steps, there are a lot of things that need to get done. It's a reason why we do it for other people and why frankly one of the best things I ever did in my business is allowing my team to support me in doing this show too because I'll tell you, it took a while and there are times where I screw up the process and I have to do it myself and I am reminded how valuable it is that my incredible team, that this incredible team that helps all of our clients is here because it's just better.

It has to be, though, that you're doing the setup and the support work to set your show up to fill the role you want it to fill. It cannot be a build-it-they-will-come situation. It has to be intentional. It has to be strategic.

But this isn't about sitting down and building your quarterly plan, I talk about that a lot. I'm going to trust this week that you know that, that we can set aside a strategic angle and talk about our show high level because that's what I want us to be looking at today.

By the way, this episode is a great episode to trigger some questions for you. If you have something that we're talking about today and you're like, “Man, I'd love to dig into that a little bit more with Stacey, or get Stacey's take on what my takeaway or my thoughts are for implementing this in my own show,” the upcoming Podcasting for Profitability Roundtable, great place for us to have that conversation.

This is a completely free call. I open up every couple of months. It's Q&A style. You can submit your question when you sign up, you can bring your question live to the call. I will say that I create, craft, hold space for the people who are live in the room.

We don't have a replay, but you can join us live, head on over to uncommonlymore.com/roundtable. Reserve your seat for this month's call. It's happening in a couple of weeks.

Reserve your seat. Submit your question if you've got one, especially like I said, this episode's a really good one to maybe get some wheels turning around something you'd like to tweak or shift in your own show to make sure that you're accounting for the fact that you want your show to be selling for you, that you want this to be a sales asset. That is the purpose of these round table conversations.

This is a container and a conversation built for you, the kind of podcaster you are. reserve your seat, join us at uncommonlymore.com/roundtable. If you don't see this month's details anymore, and you see future date details, cool, sign up for a future date.

We update that every month. When the call happens, we immediately update that same link with the information for our next call. Anytime you want to check in to see what our next call is, uncommonlymore.com/roundtable, I'd love to have you.

With that, let's dig in. Let's talk about these three elements that now is just a good time to check in with, now is just a good time to process, assess, audit even. Cool? Number one, we're building episodes for prospects, not fans. I want to say that again. We are building episodes for prospects, for leads, for possible customers and clients, not fans.

You have them. You have people who adore you and love you and comment on every post and listen to every episode and respond to your emails, but they have never and likely never will buy anything from you.

Doesn't make them bad people. Doesn't mean you're doing something wrong. But oftentimes, because we hear these voices most often, we build content for them instead of building content for our clients, for our prospects, for the people who are going to invest with us.

I think this is one of those things that gets easier as you've been doing it longer, if I'm really honest with you because early in your show, any amount of feedback you're getting from anyone feels like a win.

Honestly, that's true for most of your show. Anytime you hear from people, you're like, “Yes, I'm not talking to myself,” take this as your cue to send me a note so I'm not talking to myself, especially this time of year where I feel like I'm batching a bunch as I get ready for the summer and to be able to take some time off from recording.

I feel this way a lot again in the fall when I start gearing up for Q4 content and getting ahead there, especially because I've generally taken quite a big break from the summer, but when I return to it, I will be in the same mode of like, “I'm trying to spend hours a day talking to myself,” and that can be hard.

So when you get a note, when you get a DM, when you get an email, when you get whatever from somebody, and they're like, “I love this, this is great. Could you also talk about…” we prioritize that and we have to be prioritizing it from people who are our prospects, who are our leads, who are our potential clients.

We have to be building content for them. We have to be building content for the people who are going to potentially purchase, not just for the people who are loud. Let me say, we started this and I meant it so much, I said it twice, we're building episodes for prospects, not fans.

Fan behavior does not always feel as glowy and wonderful as we would like it to. Sometimes, they're just squeaky wheels. Sometimes it's the freebie hunters who found your incredibly valuable podcast and tell you regularly, which is always really amazing to me, how they don't plan to buy anything but that your show has been so helpful and if you could just tell them three more things so they can continue to not have to buy from you, they'd really appreciate you because they just think you're so wonderful.

We've all gotten those emails, they don't feel great. It's a really good indicator that we're building an episode for fans and not prospects when we get emails like that, when we get these squeaky wheels, I call them lovingly, but squeaky wheels, these are distractions.

These are often going to pull us away from the kind of value we should be sharing and into a kind of value that is really more about us proving how smart we are, trying to prove to you that we are good enough, smart enough, trustworthy enough, [insert whatever modifier you want here] enough, because that's often what it comes down to.

That really leads us beautifully, almost like it was planned into the second piece of this, which is you've got to be educating to the sale and not just the process because tying in these two together when we're educating solely on the process, we are appeasing the squeaky wheels, we are in proving a behavior, we are just trying to convince you that we know enough for you to be willing to talk to us. That's just not a good place to be coming from.

Nobody wants to buy from the person desperately trying to prove themselves. When we do that, we stay completely in educating the process. So when I talk about educating into the sale, you're probably going to talk a little bit about the process. You're probably going to talk a little bit about how people need to be approaching this or some things they should keep in mind as they're doing the work you're going to do together.

Honestly, this episode, last week's episode, really good examples of this, where we're educating to the sale, not just the process. None of what I talked about today, none of what I talked about last week, was about telling you how to do something. It wasn't a 10-minute video on using GarageBand to edit your show, but it was information you need to be able to get the most out of our work together.

Last week we talked about the things you need to know about your show when you're choosing a production partner. Some of that's process, some of that's stuff you need to know about your show, but it also educates you into what you need to know when you hire us because those are the things I'm going to ask you for. Simple as that.

Same with this episode. We're talking a little bit about process, some perspective we need to have on our shows, some filters we need to be running things through as we're building our show. Some of this is stuff that you can take and just use. But it's also educating you towards the sale because we're talking about the kind of show you have.

This is a great example of self-assessment, of readiness assessment. When you get to the end of this episode and you realize, "Okay, cool, I'm doing those things. I'm moving that," it just confirms you have the kind of show we produce.

And if you don't, if as you're going through this, you're like, "Ooh, yeah, I'm absolutely building episodes for fans and not prospects, whoever shows up in my inbox and asks a question, that's what we're talking about next week,” then you have something you can adjust and you further identify that that's the kind of show you want to be building.

So now when I, in a few minutes, invite you to check out Podcast Strategy Intensive, spoiler alert, you'll have an understanding of what you want to address in that call. This is what we're talking about when we talk about educating to the sale and not just the process.

Make sure when you're talking about value, when you're talking about nurturing, you're providing value that educates prospects, not fans. Educating prospects is about educating to the sale. Educating fans is about the process. It is the how-to of it all.

As we wrap this up, we're going to get to the place where I'm probably the most soapboxy because it is the most tied into the strategy part of this, honestly, and that's that your consistency is critical. It is an element of building trust.

When I talk about consistency, I'm not just talking about your ability to get an episode out week after week. Yes, that's important. Yes, that's a part of it. But quite frankly, it is the lowest-hanging fruit of consistency.

In the grand scheme of consistency, that's the bar and the bar is on the ground. When I'm talking about the kind of consistency that builds trust, I'm talking about how you show up and again, this ties our first two points in even further because again, strategy.

When you're building consistent content, you are consistently educating them to a sale, you are consistently building content for prospects. You're not running from one idea to another, “I'm going to talk about this here and that over there and we'll circle back to this and maybe turn it into a series six months later.” No, you have an understanding that each of these pieces build together.

I was able in this episode to reference last week's episode, you hear me frequently point to episodes from other parts of the content catalog, we'll call it, regularly. You know why? Because I'm consistently sharing the same kind of stuff.

When you turn on The More Profitable Podcast, you know what you're going to get. Nine out of 10 chances, you get me talking to you like this. 10 out of 10 chances, we're going to be talking about podcasting.

You know what you're going to get here because the experience is consistent. You have a general idea of how we're going to move through things. You know that that intro is going to be short enough that you can double-click your fast-forward 15-second button and wham-wham, you're on the other side of the intro and back in the content.

You know I'm going to give you an idea of what we're going to talk about in that first roughly minute of the show, you know I'm going to dig a little deeper into that after the intro music, you know there's going to be a call to action, you know we're going to get into the meat and potatoes of the episode, then you know there's going to be another call to action.

You know how this show is structured because it's structured consistently. It feels like your favorite sweater when you put it on because you know what's going to happen here.

This is what I'm talking about when I talk about consistency being critical. It is an element of building trust. You know what you're going to get when you get here. This is why we see people travel far, far, far from home and eat chain restaurants that they could eat at home because sometimes you just want the comfort of consistency.

Are you building something that offers your listener, your prospects, the comfort of consistency? Or are you so wrapped up in just meeting the deliverable of getting a show out the door more weeks than you don't that you are all over the place and your listeners don't really know what they're going to get when they open up an episode?

They don't really know what's going to happen. Because then you spend every episode, selling them on listening to the episode, not moving them towards the sale. If we're going to be educating to the sale, if we're going to be building episodes for prospects and not fans, it is critical, maybe the most critical that we are consistent, that we are building that warm sweater you want to come back to.

Because I want you to know that this is what you're going to get here. Because then it's easier for you to trust that you're also going to get what I tell you you're going to get when you take the next step, when you commit to 12 months of production work, when you book your intensive day with me, when you join us for three months inside The Profitable Podcaster Mastermind, whatever the thing is we're selling, you know what you're going to get because you understand that you're stepping into something you're familiar with, something you're comfortable in.

That's a container I've crafted and curated. That's the trust you build when you look at consistency as more than just delivering the episode as promised. All right? I told you that last one was going to be the most soapboxy. I think I told you anyways, I meant it.

As we shift gears, this is a perfect opportunity for me to once again deliver the thing you expect. If you're not sure about any of these things, if you want to be doing all of these things more consistently—see what we did there—a great place to figure that stuff out is a Podcast Strategy Intensive, it really is.

Head on over to uncommonlymore.com/intensive. Let's book a free, no-obligation 30-minute conversation and talk about if this is the right next step for you. With that, I will see you on that call, and of course, I will see you right back here on The More Profitable Podcast next week. Bye.

Thanks so much for listening to this show. Remember that content consumption does not make changes, so commit to doing something from today's episode. Maybe it's taking action on what we talked about. Maybe it's reaching out to me and learning more about Podcast Strategy Intensives or what podcast production looks like with our team. All of that is over at uncommonlymore.com.

If you haven't yet signed up for The Podcast Newsroom, I want to remind you that is a great next step. If you're not really sure what comes next, hang out over there. Get those exclusive private episodes. That's over at podcastnewsroom.com. The last favor I will ask, because social proof is endlessly important for sure, is to leave a rating and review for the show. If you go to ratethispodcast.com/more, that's the easiest way to do it. But I would love to hear what you thought of the show, what you think of the show, and if the show has been helpful for you. I can't wait to chat with you. This is just the start of the conversation. Reach out so we can keep it going. Talk soon.

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