2 Mistakes Podcasters Make When Using Their Podcast to Grow Their Authority

Today, let’s uncover the two critical mistakes that might be holding you back from establishing yourself as the go-to authority in your industry. If you’re a service-based business owner like me, you know that turning your podcast into a trust-building, authority-boosting tool is not just a goal; it’s the key to driving conversions.

We’ll start by covering effective guest strategies—the first potential pitfall on our journey. While featuring guests is undeniably powerful, I’m here to warn you against drowning your voice in a cacophony of others. I’ll guide you toward a more strategic approach that enriches your content and propels your audience toward conversion.

But that’s not all—let’s flip the script. I’ll tackle the scenario where some podcasters inadvertently downplay their expertise. That’s right, it’s time to remind you about the importance of clear calls to action, steering your audience toward that tangible next step. It’s not just about showcasing your smarts but crafting a journey that seamlessly leads to conversions.

So, if you’re a podcaster on a mission to wield your show as a beacon of authority and profitability, this episode is your roadmap to avoiding common pitfalls.

1:20 – The dangers of being distracted by growth and why always focusing on growth impacts your ability to convert

3:30 – Changes coming to the upcoming Podcasting for Profitability Roundtable

6:00 – Mistake number 1: Spending too much featuring other people’s voices

8:50 – How you can feature guests that still serve your listener and your goals

11:00 – How you can feature guests that help your listener self-qualify and point them to experts who can get them ready to work with you 

15:30 –  Mistake number 2: Spending too much time trying to prove how smart you are

17:20 – Clients need more than just identifying problems; they need actionable solutions (this is where your CTA fits in

19:40 – What kinds of episodes provide value and are educational but are not “how to” episodes (spoiler alert: this episode is an example of this)

22:00 – The question you need to ask yourself as you evaluate your show

Mentioned In 2 Mistakes Podcasters Make When Using Their Podcast to Grow Their Authority

Podcasting for Profitability Roundtable

3 Mistakes Podcast Hosts Make with Guests

Should You Have Guests on Your Podcast

3 Ways to Feature Guests on Your Podcast

Chat with Stacey about working with Uncommonly More

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When I talk to podcasters, most often the why behind their show. The reason for doing their show is to build authority, to generate trust, to generate, educate, and convert right fit clients. That might be my words, but it really does come down to establishing yourself as an expert and building your authority as an Bert. However, there are two mistakes I see consistently from podcasters where that's the goal for their show. And today we're going to dig into exactly why those mistakes are keeping you from getting the results you want from your show. Welcome to the more profitable podcast with Stacey Harris. I'm Stacey, and 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. Building authority, expanding our reputation as an expert. These are worthy goals. These are genuinely good whys behind your podcast, however, mistakes can be made that can distract from that goal. And today I want to keep this short and sweet. But I want to spend some time talking about this because as we so often think about our marketing and our content, we think about it from a growth perspective, getting ears and eyes on the content. And so we start chasing things or establishing habits that are actually detrimental to our actual goal, that actually work against what we're trying to do with the show at all, in an effort to get more, to get more listeners, to get more viewers, to get more readers, to get more consumption, or what feels like anyways of our show.

We actively take away from the things that are going to allow it to convert, that are going to allow it to work, that are going to allow it to really speak to the people that need us most. And that's dangerous. What I want to do today is I want to talk about what these two mistakes are. I want to talk about why they're dangerous and counterproductive for your show and you reaching your goals. And we're going to talk a little bit about what I want you to do instead. Now, as you're listening to this show, if you're sitting there and you're thinking, man, I'd like Stacey's thoughts, or man, I'd like to talk back to Stacey and ask questions, I'm going to give you an opportunity to do that as we come together in January for the podcasting for profitability roundtable. This is a killer opportunity to get your questions answered as we move into our next one, though, I am going to be shifting some things. We will no longer be offering a replay for this call.

I want this container to really serve the people who show up for it. And in the last few months we've seen a lot of people showing up, even submitting questions, but then simply watching the replay. And although I appreciate anyone willing to ask a question and raise their hand and get the answer in the means they need to, it felt like a bit of a disservice to the people who were showing up live to the call and really engaging because yes, getting my support, getting my answers is great, but one of the things that is so valuable about this roundtable is seeing the questions and the conversations that come up with others. And to protect the value and the quality of conversation that can be happening, we'll no longer be offering a replay. So I want to invite you nice and early so that you can put this on your calendar. If you head over to the show notes, you'll see a link to reserve your seat. But we will be coming together for our next roundtable January 18. So if you would like to get your questions answered, if you'd like to sit down and talk these mistakes or anything else through with me and the group, make sure you have reserved your seat again.

The spot you're going to sign up for is in the show notes, but if you want to type it in real quick, you can head over to uncommonlymore comroundtable to grab your spot again. Uncommonlymore.com roundtable is how you reserve your seat. Once you reserve your seat, you'll actually get a link to submit your question. So don't freak out about like I've got to remember my question or whatever. I got you. You'll submit your question right when you sign up. So no worries there and I will see you as we sit down for our next roundtable. With that, let's start digging into these mistakes, these hiccups, because they're biggies, they're things that sneak up on us.

There are things that again, in the spirit of looking at growth, in the spirit of seeing our audience expand, there are choices we make that can end up being detrimental to the actual impact our show has. So mistake number one. Too often I see too many podcasters spending too much time featuring other people's voices. We have absolutely talked about this in the past. I will link some episodes where we've talked about guests and using guests and how I use guests and some suggested ways you can be using guests. This is not a I don't think there should ever be guests on any podcast ever kind of thing. With that said, one of the biggest mistakes I see in shows that we take on who are in their 1st 20 to 30 episodes is they've got a proof of concept. They like podcasting.

They're seeing their audience grow. They're seeing engagement from their community. They might even be seeing some traction as far as opportunities popping up for them in establishing their voice and their presence in the podcasting space. However, they're not generally seeing conversions. They're not generally seeing people reach out and say, oh, I loved your show, how can I work with you? Or looking purchasing by way of saying, hey, I love the podcast, can I book a sales call? Whatever. In fact, what a lot of times I hear them saying is people are talking about how much they love the show and how they went and then hired XYZ guest, which is cool. It means your show is working. However, it is working in a way that is not maximizing its benefit to you and certainly not delivering an ROI on your cost, both time and fiscal.

And this can happen because we spend, again, too much time featuring other people's voices, too much time using our growing reputation for being an expert and having an awesome show to drive people elsewhere, to point them firmly in the direction of someone else. That's not going to help them solve the problem our expertise solves. That's not going to allow them to see how our expertise can move them from problem to solution. In many cases, what it does is it serves them up distractions so that they can sort of work around their discomfort instead of addressing it. I will say where the other people's voices can be really beneficial is in social proof conversations with your clients. This is something you hear on this show, right? When we feature guests, it's generally because we're featuring somebody who we've worked with, and we're using that as an opportunity to show you what this work looks like, what the outcome of this work can be from somebody who's not an expert, from somebody who doesn't do this. Because I use this show and I use my own work as an example a lot. Because frankly, it's easy.

I know it right. However, it makes it really easy for someone listening to say, oh, well, of course that works for you. You're an expert, of course that works for you. You would been doing this ten years, and that can sort of take the wind out of your sails when it comes to thinking you can do this too. That that listener thinking through how do I make this impactful for myself? How do I make this change when I'm not somebody who's been doing this for ten years, when I'm not somebody who has a degree in audio engineering, when I'm not somebody who is an expert? And that's why I really love bringing on clients, because they're experts in lots of things. This just isn't the thing they're an expert in. And so how does this work when you're not using a podcast to sell podcasting? Spoiler alert. As you've heard in recent weeks, as you're going to hear in upcoming weeks, it can.

It does. However, you got to make some tweaks. You got to get uncomfortable. You got to make some changes to what your process looks like, to how you're looking ahead. And ultimately, it leads to a lot more comfort than discomfort. But it does take the discomfort of change. Right. The shifting in our process can be not super fun.

And that's one of the reasons I like bringing on clients, too, is because it is survivable. And you can, on the other side of it, see the impact you want to see. The other ways that I like to feature other people's voices that can be beneficial is not serve up distractions, but serve up preclint work. So what are the things, and again, we've talked about this in other episodes, and I'll link them in the show notes, but what are the things that need to be clear before they get to work with you? A great example of this, again, using this show is I'm not super helpful for somebody who's unclear in what they sell or who they sell it to. I'm not super helpful for somebody who is launching a brand new podcast that they're hoping to evolve into a business. It's just not where I work. It's not the kind of work we do. However, if we brought on a coach who specialized in launching new businesses, or if we brought on somebody who was an expert in helping you through the process of designing an offer or evaluating your ideal clients, that would be great pre work.

So those would be a solid people for me to bring on and tie their expertise into understanding these things allow you to get these results from my expertise. And so we're talking about it in the context of our work. We're not coming on and having the get to know an expert of the week kind of format. Instead, we're having a really focused conversation that is still delivering on my podcast's promise to help you build a more profitable podcast I'm not serving up a distraction. I'm serving up some work you need to do as a part of getting the results you want. That I don't do. I am not an expert when it comes to putting together an offer. I am an expert at putting together my offers.

And I'll be honest, I haven't done all of that alone. I have absolutely worked with other experts because that's where their expertise lies. And I could absolutely be looking at how can I bring in those featured voices and in a way that helps me use the podcast as preclint education, that helps them, being the listener, understand readiness, have an awareness for themselves of when they're ready to hire me and when they are ready to hire someone else. That's what we're talking about when we talk about educate, when we talk about generate, educate, convert, this is the educate component. And that's where you can be using, absolutely be using other people's voices, other experts who are the people you refer to. But you'll notice that this is a very different strategy than I want to have guests so that I can get in front of more listeners. And those experts will promote their guest appearance on my show. And that means I'll get more listeners to my show because they'll just be so won over by that guest bot that they'll subscribe.

But the problem is they're not getting a feel for what my expertise is in that format. They're not getting a feel for what this show is important and what the promise of this podcast is because they're getting yet another interview of the week. They're getting a guest sharing the same thing they've shared on 57 other episodes of 57 other shows because they're promoting a service, a book, an event, a whatever. That is what happens when you focus too much time on just featuring other people's voices instead of coming at your guest strategy from a place of how can I strategically be using guests to help serve the audience I'm generating to help educate the audience I'm generating so that they can convert and see the results they want to see from our work together, that's where you've got to be looking at. That's the nuance. The other mistake I see is kind of the opposite end of this same spectrum. We see people who feature absolutely no guests, and that's because they have fully dedicated their show to proving how smart they are. They've just got episode after episode of them being an expert.

They're spending a lot of time focused on how to content how to do every little bit of what they deliver. We see this a lot with service providers, see this a lot with coaches, how to do all the things I'm going to teach you to do when we work together. And the dangers of this is I most often see these kinds of podcasts completely lacking solid calls to action. I very rarely see these shows tell clients how to hire them because there's just this deep belief that if you just keep proving how smart you are, if you just show them how much you know, they're going to be just plummeting the door, they're just going to be just full steam ahead. Can't wait. Throwing money at you from deep in the crowd, just winging 20s, right? And you're not going to be able to even work with all the people that are going to be just storming your door. However, what most frequently happens is we start attracting freebie seekers, people who are just going to use the podcast to implement, get the result they want, and be gone. Cool.

That's not going to help you generate cash or you have a lot of time helping clients identify where they need support, but you leave them unsure of how to get it. And so we take them and we show them their problem, and we highlight where their inefficiency might be, where their mistakes might be, without any way to really solve it, which feels like the meanest version of pouring salt in the wound. Here's what I'm going to do. I'm going to put you in discomfort and give you absolutely no way to fix it. Because week after week, I'm just going to tell you how much I know without telling you how I can action that for you, with you, whatever that looks like in your business model. And.

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