Welcome to Episode 530. I want to talk about getting more sales from your podcast today because more and more and more and more and more, I’m having conversations with podcasters who love their show, but aren’t sure it’s working. And in most cases, it’s not a matter of they’re not sure if it’s working or not, it’s not working. And when you listen to these episodes or you break them down, what happens is they’re not actually doing this one thing. And we titled this episode sort of grandiose, like the absolute easiest way. And the fact of the matter is it’s the most skipped.
So, so many people are skipping this step or, and we’re going to talk about this in a minute, pretending to do this step, but they’re not actually. Before we hop into the episode, though, I want to talk about something. It is June 1st, which means a new month, which means our new calendar slate kind of opens. And we have spaced this month to take on four new production clients. And we would love, love, love for one of them to be you. And so if you are feeling like now is the time, let’s chat. If you’re not sure if now is the time, by the way, make sure you’re on the email list in uncommonlymore.com. Or if you just want to reach out to and asked to be on the list, the team will get you on that list, because we’re going to have some really cool stuff coming out exclusively for the list this month around how to make this decision.
So, head over there if you’re feeling like the time is now, or if you’re not sure if the time is now rather. If you know the time is now and it’s put up or shut up, I need out of this hamster wheel of chaos, head over to uncommonlymore.com/podcastproduction and apply to work with us. We will have a chat, have a conversation. Make sure it’s the right fit for you. Make sure that we’re doing everything that you need done. Generally, we do more than what you think you need done. But that’s a conversation for another day. But all of the details are there and I would love to see you on my calendar for June.
Just as a quick heads up, July 1st, the prices are increasing. I’d like you to make this choice based more on timing than pricing, but I want you to make you aware. We are raising that price in July and we have four spots, that’s it, to sign on and work with us for this month. So, if you are ready, you’ve got an existing show, you’re ready to hand over production, let’s chat.
You have to be selling on your podcast, really selling.
With all of that said, I want to dig in to sort of a really foundational way, and it’s something that most people skip. Honestly, I sit down with a lot of podcasters. I listen to a lot of podcasts. I’ve had this conversation with a lot of podcasters. I’ve had to have this conversation with myself like, well, we’re not getting results. Sales are not coming in for the podcast right now. Why? And almost always, it comes down to, I’m not actually selling on the podcast. I think it’s really, really super magically simple to get sucked into providing value. And if you just provide enough value, then the people receiving that value will go, oh my goodness, this is so good. Let me send this person money.
And like, I don’t know what part of our little brains harness this. I will take at least a little bit of responsibility in the sense that we talk a lot about value-driven content and providing value in the building of no, like, trust, all of those things. But like, real talk, the value at some point has to stop. And I’ll also say, there is an incredible value we’re not talking about in making the offer, giving them the call to action that now is the time to work with you to get on the email list to buy your program, to purchase your widget, to hike Everest, I don’t know, whatever the thing is you’re telling them to do or you want them to do. But sometimes the greatest gift we can give them is giving them the next step. Because, ultimately, in how many places do you really have the capacity to just consume more info?
And I’m pausing here because I want you to really think about it. Where in your life, in the needs of things you get done do you need exclusively, solely, only, more information? Probably not a ton. And, in fact, knowing that people are listening to you generally because they think you might be someone who has a solution to their problem. When you’re in that situation, when you’re listening to this show and you think, hey, she might have a solution to my problem. If I only ever just talk to you on the podcast about ideas and theories, you would make progress. Things could happen. You could stay in action, do massive things and you could get results. And I love you, but they will never be the same results as somebody who goes, here, Stacey, do this.
It’s our job to teach them to make the choice, not how to do the work.
They just won’t, because most of my job here is not to actually teach you how to podcast better, how to edit better, how to choose graphics, how to optimize the SEO of your show notes, what kind of show notes is structured? That’s not what we actually do in this show. That’s not helpful. What is helpful is me teaching you how to make the decision around how and who and when, and maybe even if you get support with your show. That’s the job here. That’s the purpose of our time together.
And so, if I sat here and I just gave you a ton of information about show notes and editing softwares and transcription softwares and SEO optimization for podcasts, and creating graphics and how to use Canva and how often to change your graphics and how to vary them, and what kind of show notes to structure and et cetera, et cetera, et cetera, it would be helpful, but it wouldn’t be valuable, because how much capacity do you have to learn all of those things and execute them in addition to your actual job in your business of selling and serving your clients. And so often as podcasters, we get stuck in this loop of, I have to provide value, I have to teach them how to do this. When in reality, our job is to teach them how to make the decision, whether we’re the right fit to help them or not, to help them clarify how to language their current problem. And that’s what we do when we start selling to them, instead of just providing value, which is the most generic term I think ever. And I’ve beat that drum a ton of times. I’m not saying that this isn’t going to be about value. This is about value.
Even in this episode, I’m selling to you. We already did that, and teaching you something that will impact how you podcast and help you get different results. And a big part of that reason I’m doing that is because I want you to see how I think about podcasting, how our agency treats this asset, builds these assets, so that you can ultimately make the decision for if now is the time and that we’re the right fit or we’re not the right fit. And notice I haven’t just said that the job of this show is to teach you, that you need to buy from me. That’s not the point of the show. The point is to help you discover whether we’re the right fit for you or not, because this isn’t about good versus bad. It’s about fit. And the reason there are lots of options is because there are lots of needs that have to be fit.
When you look at your show right now over the last six months of episodes, how many of them were about teaching your audience to do something, teaching your audience to do maybe what you offer, and instead how frequently did you actually teach them about making the decision whether or not you are the right fit, your program is the right fit, your services are the right fit, your widget is the right fit? Compare those, and if you’re not happy with the results, you’re getting sales wise or lead wise from your podcast, change those numbers. Reduce the first and increase the second.
It has to be more than a single outro.
And I can hear someone in the distance right now. Maybe it’s you, maybe it’s someone else who heard this. And they’re screaming, but Stacey, I have an outro on every episode and I sell in that outro every day, every episode. And to you I say, really, dot, dot, dot. No, wait, really? Because I want you to really think about, do you really? Do you outside of a thirty-second outro at the tail end of your episode, that’s got music behind it and it’s just part of your outro? Because that’s not selling, that’s providing a call to action. But how many of you people get to the end of the episode? How many versions of that outro do you have? Because if you only have one and you’ve been using it for the entirety of the last six months, no one who listens all the way to the end of your show can hear that. Even if they listen to it, it’s no longer sinking into their brain.
Think about the billboards you drive past when you drive around your community. Think about the signs up as you take your favorite walking path. How many of those do you really see on a day-to-day basis? None of them anymore, because you’ve come blind to them. They’re just part of the environment. The same thing happens with the stale thirty-second intro, or I’m sorry, thirty-second outro at the end of your episode. They’re blind to it. They are not hearing that anymore, it’s not sinking in. So you need to change the way you’re doing this. You need to get serious about the way you’re doing it. Some great examples.
There are two ways that I encourage you to try this.
Pick one, use both, whatever. Both of them are in this show. At the beginning of this episode, at the tease of what we were going to talk about, and then I promoted. I gave you a call to action with a very specific next step. In fact, I technically gave you two promos in there, which is also not a great idea but it works for right now because it’s what we’re doing, because of where we’re at this month. But notice I didn’t wait until the end of the episode. I told you what we’re going to talk about, told you a little bit about what’s going on, and then moved into the episode.
And here’s the second thing we’ve done this episode. I’ve talked about working with us and our services quite a bit. Now, if I did it well, which I’m hoping I did, it didn’t feel like you were being hard sold the entire episode about services, but you’re real aware of what we do right now, aren’t you? You’re very clear on what the next step would be if you were ready. Maybe you are and you head over and you book it and we’re talking right now, who knows?
But, all through the episode, it was in there. And if you listen to past episodes of the show, you’ll hear that a lot, where I integrate offers and your next steps into the conversation. And that’s what I really want to encourage you to do, too. And I think it’s easy to say, oh, well, Stacey, that’s easy because the thing you’re talking about is the thing you sell. Well, first of all, the thing you talk about should also be the thing you sell, first of all. Second of all, there are tons of shows that do this really, really well. Tara Newman at the Bold Leadership Revolution has a podcast called The Bold Money Revolution in that she most frequently sells a program she has called The Bold Profit Academy. And she talks about that community in the course of the podcast. Not because it’s a hard pitch at all times, but because it’s important that she’d be talking about your next steps, the next place for you to get value in the value you’re getting now.
I want you to be looking at how can you integrate what you’re talking about as next steps into what you’re talking about in the current conversation. Weave those things together. It’s the same idea of like selling through story. It’s essentially all it is, is a version of that, and that always lands more impactfully and builds trust on a deeper level because it doesn’t feel like I’m talking at you. It doesn’t feel like you are broadcasting a commercial. It feels like a conversation. It feels like information and it is value. And in many cases, I’d argue that it’s much more valuable than telling you how to edit because, trust me, you don’t have the time. I just know it. I know it.
All right. All right, that wraps us for today quick and dirty on this one. I want to hear from you, though. If this one was like, oh, hey, light bulb, let me know. And if you want to tell me that you sell all the time and you’re still not getting results from your podcast, cool, DM me, let’s talk, because I’m willing to bet it’s not true. And if I go and listen to your show, I’m going to bet you I figure out that I’m right. But I welcome the DM, nonetheless.
Reminder, as we talked about at the beginning of the episode, there are four spots to work with us starting this month, production services for established shows already. Head over to uncommonlymore.com/podcastproduction to get all the details. And as a quick reminder, that price does go up July 1st, which you’ll see now is noted on the website. I can’t wait to see you again next week. We’re going to have another great show. I’ll talk to you then. Bye.