Using Your Podcast As A Sales Tool with Racheal Cook

Stacey Harris: If you’ve ever thought about running a challenge right on your podcast, you’re going to want to listen to this episode, sit down with Uncommonly More production client, Racheal Cook, to talk about exactly how she uses two challenges every single year in her podcast.

Welcome, welcome. I’m super stoked to sit down with Racheal today. Racheal Cook is one of my favorite people. She is a business strategist. She runs an incredibly cool community called The CEO Collective. She’s got a great podcast called Promote Yourself to CEO. We produce that show here at Uncommonly More. I wanted to have her on because Racheal and I often like to sit down, and nerd out about marketing stuff but also, we both have a really deep belief and commitment around using your podcast as an asset, building episodes that can be repurposed, that can be reused, that can be shared again and again. She’s going to talk about how repurposing a challenge is how her podcast in its current iteration started. We’re going to talk about how we use two challenges in her content calendar to get different results based on when we need to pull those levers. It’s a fantastic conversation. I’m really excited for you to listen to it.

Ahead of that though I want to nudge you. If this is something on your radar for 2022, if this is something that you want to be looking at, if this is something you want to do in Q4, we need to talk, we need to sit down because this is the kind of show we produce. This is the kind of work we want to help you create, we want to help you put out there. These are the assets we want to help you build. Head over to and learn more about podcast production with our team. Without any further ado, hear from our client, Racheal Cook.

Welcome. I now have Racheal with us. I’m super, super stoked. I already loved you up in the intro but will you please give them the, “This is who I am” spiel about yourself.

Racheal Cook: Sure. If only they could see your little hand movement as you say it.

Stacey Harris: That’s true. If only this was a video podcast, they saw the random dancing that happens, even when I’m talking to myself. 

Racheal Cook: I know. For those of you who don’t know me, I am Racheal Cook. I am the host of the Promote Yourself to CEO Podcast and founder of The CEO Collective where we help women entrepreneurs to start and scale sustainable businesses. I think we’re rolling into year 14, 15 of being an entrepreneur. This is several iterations of my work that I am into. But I am so excited to be on with you today and talk about how the podcast has made a lot of this happen.

Stacey Harris: I’m really excited to talk about the podcast with you because I think your show is such an example of using this as a tool, not just to nurture, not just to fill up an endless pit of value, which I think is sometimes the falsehood we get stuck in with podcasting, is that this is the nurture tools, which just got a value, value, value, value. Your show does a really good job of being super valuable while being really clear that this is a decision point. Are we stepping forward? Are we staying where we are? Are we stepping forward? Are we staying where we are with every episode? How long have you been podcasting for now?

Racheal Cook: Technically, since 2013 with the earliest iteration of my business. My brand was the Yogipreneur. My first step into the consulting world was specifically for yoga business owners, so I had a podcast then called Yogipreneur Radio, which I did for probably about two years, then there were a couple things that happened around 2014 for me that started to shift out of the Yogipreneur brand. Mainly, my audience was starting to grow. If you happen to know a yoga teacher, you also happen to know they’re probably a yoga teacher and a life coach or a yoga teacher and a holistic health care coach or it’s like, “I’m a yoga teacher… and” type of situation, so my audience started expanding and I had more people saying, “Well, I’m not a Yogipreneur but I’m learning so much from you. Can I work with you?” I started to broaden things and moved into my own personal brand because it gave me the most flexibility. At that point, I had to make the hard call to let go of the Yogipreneur brand. 

Stacey Harris: It is so hard.

Racheal Cook: It is so hard to take a brand you’ve been building for so many years, then be like, “This isn’t really where I want to go anymore. I need to let it evolve.” What happened was that it was about 2015, I knew that I was going in a new direction and I also had run this challenge for the very first time in 2014. It was called the Fired Up & Focused Challenge. At the time that I ran it, it was a 28-day video challenge that I created at the very last minute, right as I wanted to launch something, I had scrapped a previous launch plan that was already recorded and edited in place, and decided I’m going to create a challenge. By the way, I also had a one-year-old at home.

Stacey Harris: Because you’re a crazy person.

Racheal Cook: Yeah. But what happened really changed a lot of things for me. One, in 2014, 2015, people weren’t really running challenges as a way to grow their business. What was interesting to me is because I have a lot of clients in the health space, I would see people sign up for challenges. They’re a challenge to become a better runner, a challenge for whatever physical activity they were doing. We did yoga challenges all the time, like 30 days of yoga. For me, it was like, “Oh, this makes sense.” It’s a small incremental improvement on a specific thing.  I ran this challenge. It was massively successful. It confirmed I was going in the right direction. Later that year, I decided to take the challenge. I did a couple things with it because I’m a big believer that once you create something that you can tell is really resonating, is super valuable, I wanted to turn it into other things. I took the challenge and I did two big things. One, I turned the challenge into a book. I literally downloaded all the audio, had them all transcribed, took the transcripts, and had somebody edit them into a book. You can buy the book. It’s on Amazon. It was Amazon’s bestseller for productivity and entrepreneurship.

Stacey Harris: That is so cool.

Racheal Cook: Then I recorded the book as a podcast. My current podcast actually, if you were to look at the Libsyn thing, it says, “Get Fired Up and Focused.” That was the original version of the podcast. What I did was I launched it with all 20 something challenges in the podcast and I just recorded an intro, a wrap-up, and whatever. Whenever you change formats, you have to make sure that it’s a complete thing. It’s not just like copy paste. But a few things started happening from both of those experiments. One, when you create a book, and I self-published it, I was able to give it away freely. It became the best marketing tool I could have imagined. Because I published it on Amazon, I could set it to be free for a period of time. I have people find me on Amazon. Amazon is a search engine. They will find you there.

On the podcast, it was the same thing. I hadn’t committed to continuing the podcast beyond the challenge. I just thought, “Okay, this will be like a small closed container.” But what happened is people were finding the podcast because apparently, there’s not that many helpful productivity podcasts, specifically for women who are in business and maybe don’t want to work 80 hours a week, and here in my podcast about the challenge was around, “Hey, I work 25 hours a week and this is how I do it.” I came back to the podcast because once I saw that I was getting an audience organically building over there, I was like, “Okay, time to do this again.” We started using that as my primary content platform meaning I moved from—and I’ve done everything for my core nurture content. I’ve done blogs. One year. I did a whole year of Facebook lives every single week. What I found was after I did all these different things, the thing that felt the best to me was doing the podcast. I’m a good writer. I know I’m a really good writer but I also take a very long time to write. For me, to put together something that was what I wanted to say, it could take me a day or two. That’s a long time for a piece of content. A video, I don’t mind being on video but the work it takes to be ready every single day, it’s one thing if you’re batching videos, knocking out a bunch of things but if you’re showing up live every single week and I had children at home, and all this stuff going on–

Stacey Harris: I was going to say videos and toddlers are not things that work super well together.

Racheal Cook: Videos and toddlers are incredibly difficult.

Stacey Harris: Unless they’re the point of the video.

Racheal Cook: No, they weren’t at all. I was like, “You know what, this is very time consuming and stressful.” But the thing I loved was just being able to sit down and press record. I came back to the podcast and just focused on it since then. You see the behind the scenes. This podcast has been evolving over the last five or six years but it remains the number one tool for me to get clients.

Stacey Harris: I love that you said that, specifically about evolution. I get so many people who reach out to me who want to launch a show and they’re so fixated on getting it perfect. The reality is like any medium, you’re not going to get any better at it until you’re in it. You’re not going to figure out what works and what doesn’t work until you’re in it. The thing I love that you talked about is that evolution and that there’s always been a focus for the show to get someone a quick win, a small result so that they can decide what the next step is for them. They can get a feel for what working with you is like, what learning from you is like, and they can decide if it’s for them or if it’s not for them. I gotta be honest, one of the things I love most about having a podcast is when people decide I’m not for them based on listening to the podcast because I’m like, “Cool, let’s find your right solution.” Because there’s a reason there’s lots of people who do what I do so that you can find the right one for you.

I love that you talked about that. I am obsessed with the fact that it started as a challenge because one of the things I wanted to talk to you about today was how you utilize challenges in your podcast because I think a lot of conversation has happened over the last few years around like it’s a little bit harder to get people in to a challenge than it was in 2017, 2018, 2019 because it’s not the new thing on the block. They’re everywhere. Also for the love of God people, they don’t all need to be in a Facebook group. There’s lots of ways to do it. Lots and lots, and lots of ways to do it. Get creative, figure out where people are consuming your content. You did exactly that. You’ve kept a lot of your challengers, I mean all of your challenges as podcast content. We have one. You have one coming up. I want to talk a little bit about how specifically running challenges on the podcast has evolved for you because I know we’ve run the BYE Challenge a few times in the last couple of years and sometimes, it’s the same, sometimes, it’s new. You’re into the podcast, you’ve been podcasting for a while, your Fired Up & Focused is a great way for us to start this because it was a 28-day podcast series to start. It was the start of the podcast. What does the Fired Up & Focused Challenge on the podcast look like now?

Racheal Cook: Now, we have cut it down to 10 days. To be honest, I’ll probably cut it down shorter, to like five.

Stacey Harris: I’m over here being like, “It’s going to be five. It’s going to be five.”

Racheal Cook: She’s over here holding up her hand like “Five. Five.” We’ve run it as 10 for the last couple years. The reason for that is not because I don’t want to be generous with the content, it’s because people are getting stuck in the content. This happens quite often. My purpose for the challenge isn’t just to fire hose them with so much information that they can’t actually do something with it. We also found that since my business model has shifted a little bit, the Fired Up & Focused Challenge works really well in my ecosystem as the front end lead magnet because productivity is something a lot of my audience is concerned about. They’re struggling to get things done, to stay focused, to figure out how to do it all. Cutting it down will make it perfect for the front end of my marketing ecosystem, like the first way to engage with me. We’re thinking about cutting it down to five days the next time we run it. Now, conversely, the Best Year Ever Challenge has always been five days. This one started a little bit differently, I don’t know, similarly. All my favorite content that ends up becoming the best content I create, it came about because I had the realization that I had a practice, a process I was doing that to me, I’m thinking, “Well, surely everyone else plans this way.” 

Stacey Harris: I love this because we all have this thing that we’re like, “Everyone thinks this way.” Then everyone else is like, “Wait, what? That’s a great idea.”

Racheal Cook: I had a moment where I was at some event or something and we were doing this exercise. We’re supposed to map out what the year ahead is going to look like and how you’re going to do all the things, and here I am, because I have this process, I was like I had my little calendar drawn, I knew exactly what went where, I knew exactly how it was happening, everybody else’s looked like a toddler was making a mind map of how to do marketing and I’m like, “No, marketing and sales, it’s a process that’s supposed to move forward. It’s not supposed to be just like ideas all over the place with no focus.” I was like, “Hmm, okay, maybe I have some frameworks here that I can teach.” These are things that come from the consulting world. These are things I used to do with C-suite executives when I’d run a two or three-day strategic planning retreat. I just streamlined it to work for my business, then I was like, “Oh yeah, maybe not everybody has a consulting background, maybe this would be helpful.” I created a challenge. The challenge is a video challenge but what I found with this one that was a little different from the Fired Up & Focused Challenge is I started posting it on the podcast and it became like an annual thing where every year, at the end of the year in Q4, we’re going to run the challenge.

Stacey Harris: Spoiler alert. It’s coming up, get ready.

Racheal Cook: It’s coming up. Go sign up for it. What I found is that the first time you run something, sometimes, you might feel like, “Oh, I can’t run that again.” But because this was an annual thing that everyone needs to do, I didn’t have that hesitation of like, “Well, maybe I should do something different.” I knew that this would just be an annual thing that I was going to do. I heard from my audience, they were like, “Oh, I’m so glad we’re doing the challenge again.” Even if they had done it before, even if they had gone through it multiple times, they still want to go for it again with me. That was when I was like, “Ding, ding, ding, this is perfect.” 

Stacey Harris: And they invite their friends.

Racheal Cook: They invite their friends. They’ve written blog posts about it. They’ve shared on social media. They tell other people. I’ve had people send me pictures from their hotel room where they and their best friend have locked themselves in for a weekend to do it. I’m like, “This is what I want to create. This is the type of content I want to create.”

Stacey Harris: I love that. I think so often with challenges, we think about having to put them behind a wall. “We need you to opt in first or if we give this to you, you won’t opt in.” It kills the shareability of it. It makes it hard to create this event-like feel. You talk about women buddying up, locking themselves in hotel rooms, and getting this done. That can’t happen when you put everything behind the opt-in. If you put the content front-facing that goes with something that is behind an opt-in, like the workbook that goes with the Best Year Ever Challenge, it works as you want it to. But now, the core content, you talking them through it can be shareable, can be something that gets talked about in blog posts and featured in videos, and shared on Instagram in a way that gets more people into that email list versus almost gatekeeping the content, like being really stingy with it under the guise that we’re being super generous and it’s a free challenge. There’s a weird juxtaposition there. I love that you’ve been using this as an annual event. How many challenges are you at now through the podcast? It’s just the two, right?

Racheal Cook: It’s just the two. We try to run the Best Year Ever in Q4 towards the end of the year. We are thinking about planning. Fired Up & Focused, honestly, I run it when I don’t want to create a ton of new content and I knew it’d be a great list builder. I just have something in the can to just be like, “Hey, Stacey, I want to take some time off. Can you run this challenge for me?”

Stacey Harris: Thank you for saying that because it’s exactly what I wanted you to say because it’s true, it allows you, you have this one-two punch of both versions of how having a challenge on your podcast can work, a set event where people are looking forward to it, it’s a standard event we have on your sales calendar as far as it leads into the things we needed to at timely manner. It makes sense where it is. Then we have this back pocket brake in case of emergency, “I need space, here’s something really cool we can deliver.” Also, I really love that on the flip side, I’ve got plenty of time to record but we know this thing works to get email list building, we know we have this coming up downstream but we don’t really have anything we want to sell right this second. Cool. Let’s plug and play some email list growth.

I really encourage you as you’re listening to this, think about where you can have both of these levers that are pullable. One that is a pullable leads to that kind of sales event and a brake in case of emergency. I need to love up the list. I need to get out of my own head and away from my computer for a little while, whatever it is asset, and notice that these are whole actual assets that we can use again and again. Let’s talk about that because I think there are two extremes here, I’m going to record this once and use it for 25 years or I have to record it brand new every time and so it’s not actually an asset, the idea is just intellectual property that exists in my brain. Whereas for you, I think you do a really good job of being in the middle here, how often do you refresh versus let it roll?

Racheal Cook: Oh, this is such a great question and I’m like, “Maybe I should look up my podcast,” because in the coming months I can tell you that I repurpose a lot of content. I want to back up for a second. You use the word asset and this is something I use a lot in my business with my clients because I find that too many entrepreneurs are on the content-creation hamster wheel. What happens is they create this frantic pace of thinking they’ve got to churn out content every single week like they’re freaking NBC or something. The reality is you don’t. Think about this: how many times have you seen your favorite show in the world and then you go back and watch the reruns? I can’t tell you how many times I’ve rewatched all of Gilmore Girls.

Stacey Harris: It’s The West Wing for me.

Racheal Cook: We all have our thing. But I never think, “Oh, gosh, instead of putting out the reruns, they should have just done the whole thing over again.”

Stacey Harris: A Year in the Life really taught us that wasn’t the best option.

Racheal Cook: Yeah. But my point is that I think we get caught in this idea that we have to constantly be pumping out content, and truly for most of us, most of us aren’t running media businesses, most of us are running service-based businesses, expert-based businesses, online-course creation info-based businesses, and those businesses don’t necessarily need a ton of content, they just need the right content and they need the right content to be showing up frequently enough that it’s bringing new people in the door and converting them into clients. When I look over the body of work that I’ve created, I do not think it serves my client for me to have a thousand blog posts because will they ever get through them? Do they need to get through them? Is that a prerequisite in order to work with me? No, it’s not at all. But I want them to find me and read or hear just enough that they’re ready to take the next step.

Honestly, every time I go out to plan my content calendar, I’m always looking at, “Okay, what can I plug in that we know is our best series of content? Whether it’s a challenge like the Best Year Ever Challenge coming up, or we have other series that we have run before. Often, if I go to run that series again, I might re-record it if there’s something time sensitive or I say a date or something but nine times out of ten, I don’t even need to do that. Having that asset in place, what it allows me to do is put my creative energy somewhere else. It allows me to put my creative energy back on my clients so I’m able to create more resources and support and training and whatever for them. It also allows me to level up what we’re doing, because for example, the Best Year Ever Challenge, if I were to create this all from scratch, I would probably be looking at our project board for it and be going like, “Holy crap, there’s a lot of stuff,” but 80% of the assets are done, the registration page, the opt-in page, and thank you page work together, the emails are there, the social media stuff is there.

All we have to do is edit some workbooks and I have to re-record it because it’s impossible to edit out 2021 to 2022 a thousand times, so I just re-record it but I have the script, and guess what, I can take that script, edit it, record it, I can record this challenge in under three hours. That’s how long it takes me to record it. It allows us to put our time towards other things. Last year was bananas. It was 2020. This year I have a little more bandwidth coming up so I’m able to layer on additional marketing strategies like jumping on podcasts and talking about this challenge to invite you all to check out the challenge. I didn’t have the bandwidth for that last year but because it’s an asset and it’s so easy to rinse and repeat, it makes it way easier for me to up the ante on how we’re going to run it this time.

Stacey Harris: Yeah, and I want to add that it also makes it easier for those people who are consuming year after year and those people who are sharing year after year to do that because they trust the experience they’re going to have because it’s not reinvented every year no, because they’re working a system. When you’re working a system, there’s actually not a ton to change. I think to your point, it allows you to pick the thing you want to upgrade this year for other clients when we’ve done this, it’ll be okay. This year we’re actually going to do the same audios but we’re going to go all new graphics or we’re going to layer in some Facebook live events or links in videos or whatever the extra component they want to do, there’s the space to do that. I think above all, the reason I wanted you to come on and I wanted you to talk about this is it creates the space to do the selling part of the challenge.

I think sometimes, business owners get so burned out in the delivery of their free things that there’s no energy left to convert them. This is when you start building just a swamp of value that’s actually of no service to your audience, your listeners, your readers, your watchers, whatever they are, your potential clients, your leads, it’s of no value to them for them to be spending time swimming in your free content to the point where they just drown in information, they’re only going to stay for so long, there’s only so much action they’re going to take. If you don’t put them in that decision point and hold their hand through what’s next, there is no point in the energetic expenditure you took in creating the thing.

Racheal Cook: Absolutely. I think this is where we can sell more on podcasts and I think people realize, I think a lot of people get stuck on, “Well, this is free content,” and I’m like, “Well, it is but the purpose is to grow our business,” so what is missing from the sales process often I find there’s no call to actions to join the thing. If there’s no call to action to join the thing, then guess what, they’re not going to join the thing.

Then the other thing I find is we leave a lot of the information on a different platform. What I love about podcasts is when people become podcast listeners, they listen to everything, they binge everything. What’s hard about them is they don’t click out of the podcast very easily. You really have to be good to get them to go do the next thing. I find, even in my ecosystem, I will be doing an enrollment period for our program, The CEO Collective, and here’s what will happen, I’ll have all these people join and I go to check and see how long they’ve been on our email list and I’ll find a bunch who it looks like they just joined our email list today and then I’ll find a bunch who’ve been on the email list for like three to six months. Then I’ll go through our intake form and it’s, “Where did you find out about us?” Podcast, podcast, podcast. Guess what, those are the people who weren’t on my email list. If I didn’t have that information, I wouldn’t know how it all works but because I specifically tell people what we offer on the podcast, because I bring on my clients to do interviews and case studies on the podcast–

Stacey Harris: Like this one.

Racheal Cook: We’ve taken basically a webinar and plopped it on the podcast to say, “Here’s what it is, let me walk you through the program.” I think people might not think about that because we’re so used to it just being evergreen content. You can take a piece of content, like we’ve taken the open house before or a live Q&A and just popped it on the podcast for the week that we’re enrolling. You can always take it down.

Stacey Harris: You can also go in and upload a new audio with just a changed promo at the end so that when people discover that episode later, it’s, “Hey, enrollment is not open for this now but get on our wait list because we open it every quarter, every six months, every 12 months,” whatever it is. There’s a lot of ways to do it. I think sometimes, we force ourselves into a box that doesn’t actually exist, we force ourselves into a list of rules that doesn’t actually exist. I love that you talked about telling them what you do on the podcast. I think it’s easy to get caught in the value and wanting to be of value and not wanting to be pushy, but again, I think the biggest service you can do is to tell them what’s next and be really clear and transparent. For so long, transparency and authenticity have become buzzwords in marketing but they’re actually what work. They’re that way because it’s what works when it’s real.

Frequently, you’ll hear me say on the show, “Hey, guys, if you want to do this, let’s talk. If you want to get support, now is the time to talk.” Be really clear about what the next step is and when it’s time to take that step. We have multiple episodes of the show that are actually just sales pages, honestly, the how to work with Uncommonly More and what working with Uncommonly More looks like. It’s legit the collection of sales pages in podcast form. Guess what, every single client who has booked with us since we released those episodes listened to them in their decision-making process. Almost none of them were on my email list.

Racheal Cook: I think that’s so brilliant because I think we assume that if they’re following us in one place, they’re following us in all places. That’s just not true. The minute you ask somebody to change platforms, there’s a little bit of friction there. That’s why I try to keep people on the podcast until they’re ready to make a decision, and because I know—of all of the mediums I’m on. I have an email list, I have some social media, I have a podcast—I know that the people who listen to the podcast feel the most connected to me. They have me in their earbuds going on walks with them, going to the store, working. I’ve even had people tell me that they listen to the podcast when they’re in the shower and getting ready in the morning.

Stacey Harris: Those are my favorites. I’ll get DMs from people, “I listened to you in the shower this morning.”

Racheal Cook: I’m like, “That is intimacy that I can’t really get on other platforms so why would I create the friction of asking people to go read the sales page when I can create an episode that walks them through the offer? Why would I make them go read the FAQs when I can get on and share some top questions about what it’s like to work with us?” Then when they’ve had a lot of that answered, then the friction is reduced because their questions are answered in advance.

Stacey Harris: I would add to that when you have people who maybe haven’t been listening and are on your email list or maybe they do listen and they’re also on your email list, at every point, we’ll send out with proposals, we will have people in a sales sequence that we’re running. We’re running various sales page episodes of the show in those conversations. I have somebody who reached out and wants to refer someone to me and they’re like, “Is there a good rundown for me to give them of what was involved?” I could give them a sales page but who wants to go look at that? Instead I said, “Yeah, actually this episode walks you through it.” Basically, I just had a sales call with this referral before I ever had to get on the phone with them so that when we talk, it’s a gut check, it’s “Are you the same person who did the podcast?” Because that’s not universally true, let’s be honest, and there are some questions that need to be answered that are specific to them. We just rock and roll through it. I really love that.

I don’t want to get too deep into this and for us to totally lose track and so as we wrap up, I want to make sure let’s talk specifically about the Best Year Ever Challenge and the fact that it’s coming up. Give them an idea of what running this challenge looks like. I know I mentioned that there’s a workbook that you do as well, you talk about that in the podcast, are there any other calls to action in your challenge content itself or is it just about putting them into the email list with the workbook?

Racheal Cook: Yeah. The Best Year Ever Challenge is really the entry point to working with us inside of The CEO Collective. The Best Year Ever is all about designing your 12-month profit plan because once you have clarity on what your marketing and sales strategy is going to look like in the year ahead—so we’re coming up on 2022—then it becomes so much easier for us to work together and reverse engineer those goals and give you the tools, the templates, the systems, and the strategies to actually make those happen. We use it as a two-fold thing. One, it is one of our best list builders because this is just something that so many people need at this time of the year. When we run this, we run this with the intention that yes, it’s going to be a front-end list builder for getting all new people in. We also know that it’s going to bring in existing people or people who’ve taken the challenge before who maybe weren’t ready to work with us. This gives them a nice refresher. What’s awesome is because it’s an annual thing, they often pull up their workbooks, they can tell whether or not they made progress without support.

If they do have those and they can tell, “Oh, I could have gone faster or further if I would have had some support behind me,” then guess what, they’re going to be thinking this round, “The CEO Collective is right for me.” What we do is at the end of this, during the five challenges, we back up even then, we did multiple calls to actions to join us for the challenge before we started the challenge. The challenge runs live November 1st through 5th. Each day of the challenge we’re saying, “Hey, we have the audio here available for you absolutely free and if you want the workbook, which is truly where the magic happens so that you have that documented plan, you can follow this system without skipping anything, go here and grab the workbook.” Then they get invited into The CEO Collective and we walk them through our enrollment process.

We will also leave this challenge to run on evergreen after we run it live. The reason we do this—we do the same thing with the Fired Up & Focused Challenge—is because it’s something that when you hit the right timing on something, you want to get the maximum amount out of it. We know this is a massive audience builder for us, we know that it gets people listening to the podcast, and even if they’re not ready to buy right now, even if they’re not ready to start The CEO Collective Q1 2022, we know because we have the data, that often in three months, six months of them following me and listening to the podcast, that those that are ready will take action three months, six months, nine months from now. We really front load a lot of our list building efforts with this challenge for the whole year ahead.

Stacey Harris: I love that. I think that speaks to the power of having a really strategic perspective on what’s putting out. We’re building on what’s been released, part of that is by repurposing, part of that is filling in the gaps on things we’ve learned new. Some of that is featuring things like client conversations, case studies, but it really builds upon itself. I think when you’re just focused on getting your next episode up and out, it is impossible for you to leverage this medium that way. It has to first be taking a step back. Where can they find the Best Year Ever Challenge? Because it is about to start in just a couple of weeks. Where do they go to sign up? So that you guys can see this in action.

Racheal Cook: Go to, and then you will not only get access to the challenge but you will get the workbooks, you’ll also get updates for when we’re going live that week. We’re running it live where I’m doing some extra live conversations and answering questions live as people are working through the material.

Stacey Harris: Which again is possible because this is something that is an asset and runs over and over again so you have the capacity to do that. Yay! Awesome. I’m super excited. I also want to remind everyone to go check out Racheal’s podcast. There’ll be links to all of this in the show notes. The Promote Yourself to CEO Podcast is probably one of my favorite podcasts. I listened to it long before we started producing it, possibly because when we launched our podcasts—because I launched my podcast initially in 2013 as well—when we started podcasting, there were not a lot of us in podcasting, there were a lot of tech bros, I mean there still is, but there were a lot of tech bros and a lot of comedian bros but there were not a lot of women just sharing actually valuable and wonderful information.

Racheal Cook: Exactly, and there’s still not enough so go podcast.

Stacey Harris: So let’s get on that. All right. I want to wrap this up. Thank you so much for spending this time with me and for sharing inside of that. I will have links to everything Racheal mentioned in the show notes. Make sure you go and connect with her. Thanks, Rach.

Racheal Cook: Thank you so much.

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