Ep 160: Behind The Best Recipe For Generating 7 Figures When Guesting On Podcasts
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The power of a podcast extends well beyond plugging in the mic. So if you're ready to learn how it can help you build a big business, then I'm your best friend. Hi, I'm Joanne Bull and I am obsessed with all things podcasting and creating an unapologetically big revenue business with it. From podcast guesting to podcast hosting and everything in between, we're going to dive into it all and show you step by step.

by Awesome Step, how using a podcast can and will grow your business. So grab a glass of wine and pop your headphones on because girlfriend happy hour has begun here on The B Word.

What's up, B listeners? All right. So we have been talking a ton in the podcast herd network about the power of growing your business by being a guest on podcasts, because a lot of you may or may not have your own podcast, but you do have your own business and you want to grow it. And the thing is, there's a formula to ensure your success.

Just like you don't do anything with no strategy. I mean, you don't just throw an Instagram post out there and hope to God someone sees it, right? If you're going to take the time out of your very busy life to appear on someone's podcast as a specialist, as a guest speaker,

expert, as a thought leader in your industry, then you need to use it strategically. You need to convert followers and convert listeners. I get so many guests here on the B Word podcast. You guys know, you listen to them all. And the one thing that I tell them all when we're done or I ask them all when we're done is, hey,

hey, did you not want to give a freebie away? Did you not have an offer? Like what was the purpose of you being on the podcast today other than filling an episode for me? Because heck, it's great for me and my audience. We learned a lot, but how can we serve you and your community?

And more often than not, the response I get is, oh, I don't know. I guess I was just on it to grow my audience or so that people could find out about me. And here's the thing. That's kind of like throwing spaghetti on a wall. That's not a strategy. Yes, you can appear on 50,000 podcasts. And yes, your name will get out there. But you can hit that seven-figure revenue milestone.

you know, mark a heck of a lot faster if you get on this 50,000 podcast or just 50 or five with strategy in mind. And I've got a formula for that. You guys know how I love my formulas. So

go into every single episode that I'm ever a guest at with the profit formula in mind. And I actually learned this from someone else and then took their formula, tweaked it to work for me. And I've used it for the past year and a half. So I can tell you that it works. And here's what it is. Profit. Because you want to earn a profit when you're guesting on a podcast.

The P is for purpose. You need to determine what the point or purpose is of you being on the podcast. I highly recommend if you know you're going to be a guest on a podcast, you listen to a couple of them. You learn the style of the host. You figure out who the target audience is that listens to that podcast.

Because if you're going on every podcast just for the heck of going on there, your purpose and your point has been watered down some. You want to be able to speak to the audience of whoever's listening to the podcast, right? So know your point and your purpose. It helps you determine everything. The next is R in profit. Build a relationship.

You guys, most of the time when I am speaking with someone as a guest, the relationship is really formed when the camera is turned off. Before we ever go live or before we ever start recording and then after we hit the pause button on record and the relationships that we build, it's a whole new level of networking. And here's the thing to understand. If you go into a networking event and

and all you do is hand out your business card, do you really expect to get business from that networking event after it's over? I mean, you might, but the chances are nothing's going to go anywhere. You get business when you actually form relationships with people at the event.

Think of a podcast episode in the same way. There are so many times I hear of a host and a guest going offline, forming a relationship. They start DMing each other. They enjoy each other's company. They like each other. And the next thing you know, they're putting their businesses together and collaborating. You know, let's take for instance right now what I'm seeing a whole lot. James Wedmore is one.

really pushing the rise of the digital CEO. I am seeing it everywhere. And the thing is, he has a relationship with people like Natalie Ellis from Boss Babes, with Amy Porterfield from Online Marketing Made Easy. He has a relationship with Lori Harder. He just came last weekend. They did, Lori and Katrina, did their Girlfriends in Business day out in

Scottsdale, Arizona. It was a big like branding event workshop day and James came and presented as part of that. Do you think that

That was an accident? It's not. It's because at some point he and Lori or Katrina have formed a relationship. So now they bring him into something they're doing. He gets to teach what he's doing and they are collaborating together. You guys, podcasting forms those relationships.

When you get to know your host, you let them get to know you, you're vibing together. That's when those collaboration things down the line get to really, really get formed and take place. Utilize that. Okay, let's go on. R in profit. So we've done purpose. We've done relationship. Now the R, I mean, I'm sorry, the O, I'm like tripping up all over the place today, is your offer.

If you're going to be on a podcast episode, make sure you have an offer to give the audience and make it free. Podcast listeners are there to learn. They are there to hear from the host and the guests. They are there to get some information, which we're going to go into next. It's part of the formula.

But most importantly, they're probably not really paying to listen to that podcast. I mean, yes, my podcast has a subscription level for extra information. A lot of other podcasts do. But most of your listeners, like 99%, are going to be listening to the free episodes. They're not there with the expectation of pulling out their Apple Pay. So give them something free and give it midway through the episode.

For instance, right now, I will tell you that if you go to joannbolt.com forward slash profit, you can actually download this entire formula. You give me your email address.

I'll give you the formula and a PDF format that you can have. That is one of the things you have got to do when you are guesting on a podcast. It's how you actually begin the conversion process. You give an offer, a freebie, a quiz. Maybe it's a discount for something that you're selling or promoting. Maybe it's an extra. You know, if you wrote a book, Jenna Kutcher did a great job of this. When she wrote the book, How Are You Really?,

A lot of times when she promoted it on a podcast, if you downloaded a certain word or, you know, went and did a certain word and gave her your email address, she actually sent you a free workbook that went along with purchasing the book. So you went and got the free workbook. What did it do? A, it put you in Jenna's email list.

a winner. And B, it also gave you a little bit of insight into the book and then made you want to what? Buy the book. It was a brilliant marketing move. That's what you guys need to be doing every time you guest on a podcast. You need an offer. You need to put it out there. Don't make it salesy. Don't make it awkward. You can do it just like I just did. Hey, we're talking about this method. Go ahead. Go download the method so that you have it in front of you.

Why do I want to slide that into the middle of the conversation? Because more than likely people aren't going to make it to the end of the podcast. A huge amount of listeners never get all the way through, or if they do, they don't get through a podcast in one episode. Like,

Maybe they listen to part of it driving to the grocery store and then part of it on the way home. Their lives are busy. They're hectic. You want to capture them in the meat of the episode and the heart of it so that they're super interested and will actually go and do your offer. So give the offer midway through. The next letter in profit is F.

Follow up. This one sounds super freaking simple and obvious, but you would be shocked at how many people don't do this. They'll drop an offer. Like I just told you, go download off of joannbolt.com forward slash profit. You can have the PDF yourself and then you

There's no follow-up. There's no continuing engagement with the person who gave the email address or took the quiz or grabbed the free workbook. You think that the offer was strong enough to bring someone into your world or get them onto your Instagram following to follow you or your YouTube channel, wherever it is you want to take them. The thing is, you can't assume that. So whatever you're doing, follow up.

either have a follow-up sequence on email, short, sweet, to the point. It doesn't need to be eight months long. It could be two or three emails. It just adds more value to that person's world and hopefully is related to whatever you gave them.

Maybe it's more discounts. Maybe it's an explanation of how you did a chapter. Maybe it's a free reading of the chapter. Maybe it's a bonus chapter. Maybe it's a discount strategy call with you if you're a coach. Whatever it is that you're following up with, do that. Or if you're directing them to your social media, maybe you have them DM a certain word into your Instagram. Make sure you're following up on those DMs. Do not let a bot...

that just gives them the freebie if they DM the word profit or whatever in your Instagram. Don't let that be it. Make sure you take the time to get into those DMs and respond and engage. You form the relationships, you'll form the business. All right, let's move right along. I am profit when you're guessing on a podcast is to inform.

Okay, again, sounds a little obvious. And we've sort of touched on that earlier when we were talking, but you're a guest on a podcast and people listen to podcasts in order to learn. So give them something, teach them something.

Let it be tangible that they can implement in their business. Give them information. If you're a true crimes, but give them information about whatever you're talking about, give them some background, make it to where they want to listen because they're learning something and they're getting that information from you. That will also really dive back into that offer that you're going to give them or that freebie. And it will make them want to grab it. The other eye is,

You can think of it in two ways is to intrigue them. Okay, how do we do this?

If you want to inform or intrigue, leave something dangling. Again, Natalie Ellis is the bomb at doing this on Boss Babes. She did a while ago, a interview with Brandon Bouchard, who's a marketing guru. And at the end of the interview, everyone was probably just dying to know what Brandon's like morning routine was, right? So what they did, they talked to him offline, right?

They got his morning routine. They made a PDF for it. So her offer in the episode was, hey,

After listening to this, if you want to know his morning routine as bad as we did, DM the word and then she gave a word and we'll send it to you. So that was her offer. So instead of informing because she was the podcast host, you can also do this from the host perspective if you're not figuring that out as well as the guests. She left a little bit of intrigue with the interviewee and therefore use that to generate

value and grow her own email list. So you can actually do it from both levels, which I think is so fabulous about podcasting. All right, let's end with the word T, tell. Tell your audience what in the heck you want them to do. Be specific. What I don't like to hear is a guest on the podcast when I say, how does my audience get in touch with you? And their response is, oh, I'm on all of the socials.

Duh, most of us are. Where do you spend your time? What platform do you play in the most? If you want people on your Instagram, tell them that. Go follow me on Instagram. I give more tips on and then talk, you know, let them know what tips you give.

Go follow me on LinkedIn. I have a lot of downloads and documents about XYZ. Go follow me on YouTube. Go to my website. Sign up for advance notice of the book coming out. Whatever your purpose and point of being on that podcast is, that's a lot of popping peas right there, folks.

Follow up, round it out, land the plane by telling them exactly what you want them to do. For example, right now, if you've loved this episode, I want you to share it with a friend. Share it with one of your business besties who needs to understand that there is a formula and a method to being a guest on a podcast in order to use it to create conversions in their business. And

And again, if you want the formula, go ahead and go to joannbolt.com forward slash profit, put your email in, we'll send it your way so that you can start implementing it in your business. Let's build those businesses, huge and massive guys and put a microphone on it. I'll see you same time, same place next week. Thank you.

You just finished another episode of the B-Word Podcast. Cheers to you. If I were with you, I would literally pop a big old bottle of Prosecco and pour you a glass. Since I'm not, why don't you do the next best thing and share this episode with one of your besties? Because we all know you've got that one girlfriend that needs to hear it. Thanks for

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