Podcasting is slowly growing, most especially those working in niches in whatever industry they are in. It has been a great platform for people to talk about specific topics, engage in lively conversations and debate, and connect. As such, one of the important things to think about by any podcaster is the topic of guests. As you connect to other podcasters, how do you handle being a guest? Likewise, how is booking great guests done? The Podcast Peeps has got you covered as they explore guest strategies and handling different issues around getting guests.
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Being A Guest And Booking Great Guests
I’m going to enjoy this subject. This is a great one and everybody needs help with this one, whether you’re new or you’ve been podcasting for a while. We are going to be talking about guest strategies and all sorts of issues around getting guests. The great thing about this is we can do more hot seats tonight and have more of an interactive discussion with any questions you all may have about guests for podcasts. One of the things I’m also excited to go through is to show you our booking calendar link and showing you how we book guests and all the information we capture through our booking calendar. If any of you are not doing that, I would highly recommend it because it’s a great way to have your guests provide you a lot of the information you need for your show and make them do some of the work and they have to do it or else they can’t book. We’re going to show you the tool we use for that, although there are lots of tools.
There are lots of free ones and other things out there. They are critical. I’m invited to a lot of shows. Scott, you’ve been a guest on a lot of shows but I’ve been doing the same thing for next year and I’m shocked at the amount, 100 episode plus podcasts that still don’t have calendars. I was like, “Isn’t it a booking nightmare? You’re going back and forth on times with people. What do you do?”
That’s probably one of the biggest things in the last 120 days that I added was a simple calendar link. Going in there and putting my schedule and then the podcast booking. It made it a whole lot easier. You mentioned that Tracy, “You should add this.” I was like, “Duh.” Let’s put this in here. It’s so much easier. People were like, “Where’s the link?” I understand that you immediately have a link depending on what you’re using, but still, give us some insight or what do you prefer? Someone interviewed me on Skype and it was grainy. It was like, “We should use something else, don’t you think?”
I had that happen. I was on someone else’s show and they were using Skype as well. We use Skype at the very beginning. Years ago, Skype was the most common tool.
We never loved it. It was always a pain.
It worked, but it has its issues and then as soon as Microsoft took over Skype, they ruined it.
It made it harder to make the dialed phone calls. There wasn’t any purpose and reason to use it. Zoom was just as easy.
That’s the main reason I do use Skype if I ever do, is if for some reason I have to dial someone. We may have talked about that. That’s the one reason I would use Skype. Zoom is my standard. I love SquadCast. That’s another great one. That’s getting into recording and not so much booking or guest issues.
Keep in mind that there’s a pre-step to this, which is where you’re looking for guests. It’s where you’re looking for guests and you have said, “Do you want to be on my show?” Once they say yes, this is the link we send them to.
It has your time zone, Feed Your Brand. You pick a date and time.
This is a link on our website that’ll take you here or we can give people this link.
I have to tell you that no one ever goes through the website to book because they’re just all afraid like, “Are you going to accept me?” No one ever uses it, but it is there. Mostly we send it out to someone we want to invite on the show and we send them this link and this is ScheduleOnce program, so it goes in your time zone. The reason Tom and I use this is it’s paid and it’s a little more complicated than some of the simpler ones like Calendly and some of the others out there. The reason why we use it is that we have two calendars. When you have a cohost and you need to reconcile multiple calendars, we found this one to be the most comprehensive. We pay a lot of money now because we use it for every different type of show. We use it for a bunch of things.
We have Feed Your Brand and we have four different podcasts that either we’re hosts on together or separately. We have a lot of calendars to manage. For us, ScheduleOnce, which is this MeetMe.so, is what we use. Calendly is another and there are others and we’re not advocating one or another, but for us, because of the complexity of our schedules, this is the one that works for us. The other nice thing I just want to point out is we even have our calendar set within the next two weeks because their schedule is usually busier, there is a day people could book on and we do limit the number of days per month or how many days in the short term we could do.
With booking calendar links, this is just friendly advice for any of you using a booking calendar for anything. Even if your schedule’s wide open for whatever you’re booking people for, you may not want your calendar to look like you have no other appointments scheduled. You can control that. You can have it say, “I’m only going to book on every Friday if that’s the days I want to record,” or “I’m only going to book one Friday a month or two Fridays a month.” When you go to that day, you can say, “Show three open slots or two open slots.” You have complete control over these calendars.
I do Inc. interviews for my Inc. column. I only allow six interviews total in a month. Once the six book up, you could block it. You can do that within a day or you can do that over the course of the whole month.
This is important information. You’ve got what it is your booking and the time, but this has all the information. We set up all these fields. These ones that have stars are required. They can’t book an appointment without giving us the name, their email, phone number, and website. This is important. You’re getting them to sign off on and understand that this is going to be recorded. They’re agreeing to be recorded. It’s default-checked. They have to provide their bio, their headshot that we’re going to use in the blog post, their social media links and some specific topics that they would like to talk about. We can decide whether we want to talk about those things, but we’re asking them, “What are the things you’d like to talk about and anything else about you that we should know?” then you’re done. Once you click done and enter that information, then your schedule is booked on our calendar. That’s it. It’s so valuable.
With the calendar, I’ll show you the person that I interviewed for one of our podcasts, which is for our 3D printing podcast. In my calendar, I am using iCalendar, but it could be any calendar. I go to that appointment and I’m going to interview this person. Hopefully, I’ve spent more time than just a couple of minutes before the interview to study them, but I have all their information. I have their bio. It comes right into my calendar appointment and all the information about them that was collected is right here. I can be studying that quickly before the interview or have it handy to review during the interview. That’s the value of a booking calendar link for your podcast. That’s one thing that I wanted to share.
It’s so helpful in staying organized. If you’re going to be booking people on you want to make it easier. It makes it easier when you’re editing later on. You have all their information right in one spot too when you’re uploading or posting it, whether you’re doing the editing yourself or you put it to a production company.
Our staff at Podetize is editing my episodes, but when I record it, then I go to submit that episode, I upload the raw audio. Then I go and copy and paste all that bio info and I download that headshot right by clicking that link and I’m uploading all those things right to the form for producing the episode just straight back and forth. This makes it all easy to have it right there. That is what I wanted to share about the booking calendar, but then let’s talk about guests and getting guests in general. There are so many different services that will try to place guests on podcasts and they may be soliciting you with people who have a book that they are promoting or that for whatever reason are trying to market themselves by getting on podcasts. You might be solicited by some of them. When that happens to me, I always do a little homework on like, “Why are you pitching this guest? Is it relevant to my audience and is this worthy of me spending my time on?” A lot of times it is, but sometimes, it’s not. Have you had that happen, Scott, where it’s not worth your time?
Totally. I’ve had people come to me and they’ve got a book or they’re trying to everything else and it’s a push for that aspect. You can tell when people have researched your show a little bit to see if it fits or even close or those who haven’t researched at all. I’m not afraid to say, “I’m sorry, I’m just not a fit.” If it is a fit and I think I might be a fit, I’ll reach out as well. “I’d love to have you on, but I will do a guest swap. I want to be on your show.” I’ve even done this. Maybe they don’t have a show. Maybe they have a strong social media following, they are just marketing. I’ll be like, “I’ve been offered up, so if you’re going to be on my show, I’m going to need some books. If it’s going to be something, give me 100 of your books for free.”
This is related to that and you just triggered something. This is relevant. We had a podcaster who we produced his show and he wrote a new book. He came up with a brilliant marketing way to promote his book and to get on shows. I’ve never heard of anybody doing this. We’re all pretty familiar with the idea that when you have a guest who’s an author, who has a book that you may have an Amazon affiliate account, you want to put a link in your own blog posts for your episode that links to Amazon. People can buy the book through your site and you make 3% maybe or something like that.
This is a whole new idea. He is publishing the book. You can buy the physical book and he’s offering to people that would have him on to talk about his book that the podcast host can sell through an affiliate link on their website and makes $15 per copy of books sold through his website for up to the first thousand copies of people that would buy through it. You have the potential as a podcast host who has this guest on to make $15,000. I’ve never heard of anybody doing that. They’ve built in this profit model in their book to be able to incentivize podcast host to have them on. He hasn’t done this yet. It remains to be seen whether it’s going to work.
The subject needs to be relevant to the audience. Will a thousand people go to the blog post to do it? I don’t know, but I like the idea of the incentive and making it at least financially worth your while. I found that interesting.
That’s the thing too. I’ve said, “You can pay me a $1,000 to come on, which is what’s going to cost me with manpower and paying for the episode and be basically being a sponsorship on the episode or give me a 100 books that I send that out to my WCN Crew members on a monthly basis.”In whatever aspect, relevance matters. Click To Tweet
That’s providing real value to your audience. It costs them something for the books. If they want to get on your show, it’s marketing for them.
I’m willing to give them some books too. “I’ve got a book that we put out. I’d be glad to ship you out a book,” or put up the link or even giving an affiliate code that to put on there that if you do sell a workshop or two, I’ll give you a 50% kickback and make it unlimited for the most part. There are a couple different things about doing that. I had a guest to come on my show, then he sent me a copy of his books afterward and it came in a nice box and there was a handwritten note inside of it with three books. I was like, “That’s a pretty nice schwag for guesting me after they were on the show.” He didn’t talk about those books while he was on the show. He said, “I just want to sit this over to you.” I was like, “This is pretty cool.”
Tracy had an experience like that.
That was a story about Dustin Mathews. Dustin Mathews, who’s a good friend of ours now, but how I first met him was first off, I turned them down multiple times for doing an Inc. interview.
Because she was pitched by a PR agency. She was like, “How is this relevant to me?” The pitch wasn’t what would have been and even Dustin ended up being a fantastic guest. She didn’t know it at first.
I said no a few times and then I had a video popped up on my screen because I got cookied. I failed to do it in a private search, which I normally do. I interviewed him for this article that I was writing, and he immediately sent me out their entire course in the book. This is a $10,000 course and sent it out to me, the whole package of it with the thumb drive and everything. He happened to catch me right before I was about to give a presentation because this was like doing a sales presentation, webinars. I was about to do my first one and I was like, “Let me download the template and figure out what order they do stuff in.”
I followed their map. It was a great presentation. I thought it was pretty good and I followed up, sent him my article and sent him the link to the presentation and told him I used it and was doing this presentation. He said, “Send it to me so I can give you feedback before you give it next week.” I was like, “That was even better.” He sent me a video back with his critique of it and a couple of great suggestions which I incorporated. I did fantastically and sold a lot on that webinar. I was like, “This is the guy.” It was all that giving that happened. Then we became clients of each other.
We’ve bought from his company and now he’s a customer of Podetize. There are so many different levels of getting guests and we’re talking about some incentives and some people pay for it. There are those that absolutely don’t pay for it. I’ve seen a few things commented online in some of the Facebook groups I’m a part of in podcasting where people are asking, “Do you ever pay to get guests on your show or do you pay to be on other people’s shows?” I find that for the most part, for the majority of podcasters that I come in contact with, they don’t pay to get guests and they are not having people offer to pay to be on the show. For most of us starting out, you certainly hope you don’t have to pay to get guests. You’re hoping they don’t require something.
I’ve been on the hundreds now and I’ve never paid for one. Scott, I like your model of the book because that’s different because it’s selling me at the same time. It’s a higher level of that. That’s different. That’s more valuable because what I find is a lot of times you’re going to go on a show and you don’t know how valuable their audience is and how good they are. I find that the shows that start charging because they got big enough are the worst shows to be on. Because their audience is so big, they have petered out. They just didn’t unsubscribe. They don’t listen to the show anymore or they listen now randomly. They’re not listening to every episode and hanging on every word. I have a policy of I don’t love to be on a show that’s over 100,000 listens or views unless it is so directly relevant to what I do.
I don’t know how many people we have in the audience that are potential podcasters or new podcasters versus existing ones, but I just want to let you know that from the earliest days of us podcasting brand new, we were not known in the industry. We were brand new podcasters. We have never been refused of anybody that we’ve solicited to or offered to be a guest on our podcast. Have you ever had anybody completely refused to be a guest?
I have had a couple of people who were like, “It’s not the right timing for me, can I come back to you in three months?” but never refused outright.
It takes a little time to do a little homework on who you want to solicit or invite to be a guest on your show. If you don’t have time to do that, that’s what services are for and could help you with for sure. If you’ve got the time to ask, by all means, don’t be afraid to ask. That’s the message that I want to communicate. Do not be afraid to ask. It is an opportunity for them even if you’re a brand-new show to get free exposure. Even if your show has only 50 listeners at the time, that episode will live on forever and it will be listened to by hundreds and hundreds and maybe thousands of people in the future. I do believe it will benefit you in the long run. That’s my thought on that.
I totally agree with that because that’s the thing. It’s going to be out there forever in iTunes. I had a question for you to sidetrack. Is there a way to remove an episode if you had a guest on that you want to remove?
Yes, to remove from your feed. You can leave the blog post in. That’s what I typically do. I just remove the audio file and so it drops off of the list. I leave the blog post only because it’s sending people to your site. I do leave that, but you can remove that too. Take out the whole blog post and that’ll remove it from your feed. On my Product Launch Hazzards, I move episodes around all the time. If something new comes in, I let it go for a couple of weeks and then I move it around so that way the subscribers get it. Sometimes I bring it in because I have a core group of experts and sometimes that group changes where this attorney drops out and we bring in a different one that is more relevant, and I want to bring them in. I want them to be in the first 25 episodes. I shift the numbers and our team does it for me. I go, “Put this one in episode number 24,” and it moves everything back. That way when somebody is finding you for the first time and binge listening, they’re now in optimum order. I do that very frequently with that particular show. I don’t do it with our others that often, but I do it with that show.
Just a pro tip for anyone interested in that, podcasts display in your feed in order chronologically. We have a couple of podcasts we launched. They were trying to hit it big and grow an audience fast. They launched with 25 episodes from day one and instead of making it look like they all launched on day one, we backdated each of them so it looked like one was launched per day leading up to that actual launch day. It looked like for each weekday, for the previous three and a half weeks, an episode had been published each day. The reality is it was just published on one day and that chronological order is what orders them. You can make them all minutes apart too, if you wanted them to look like they launched all the same day, you make a sequential minute of that day. That’s what defines the order, not the episode number. It’s the date and time.
There are a couple of things I look for that I think of as a valuable guest. I look for the same things for a valuable interview subject. The number one thing is relevance. I want to make sure that they’re going to be relevant to my audience. Even if they’re a big name, I don’t want to waste my listener’s time without something that I know will be relevant or some relevant focus to how we talk about the topic within the episodes. That I’m careful about. If I get a big name and I know they’re big, I’m going to say, “What are we going to talk about that’s relevant to this? What experiences do you have?” We negotiate that and sometimes I have to pick up the phone and call them and have a pre-call. That’s the only time I ever have a pre-call. Usually, I’ve already known them or they’ve been referred to me.
The second thing that I do is I check out their website. I Google them because if their website’s not any good, then it has a lower value to me. I get a lot of authors and they think that their Amazon link is all that they need or a landing page and that’s it. I was like, “Where are you going to put that you are on my show?” I want a website link. I want to know that. Then the other thing is when I dive into their website and check out their press pages and I check out their blog pages, I see when the last update was. Sometimes they will not update it very frequently. It’s been 2015 since the last post was ever made and that’s a sign that they don’t know how to maintain their site and that they don’t have any technical skills to be able to do it themselves or a team to do it for them or they don’t care to do it. That’s not as valuable to me either. Those are some of the screeners that I utilized and then from there, I try to see if there’s any videos or audios because I want to make sure that they’re not drawn on and they’re going to be interesting. Anything I can find that is an audio video clip. One of the reasons we included that in our directory that we have put together because we wanted people to be able to just quickly go and listen how they sound.
That hasn’t launched quite yet. It’s coming on our Feed Your Brand website. We’re doing a free guest and host directory that any of you that have a podcast can be on. We’ll announce that when it’s available on Podcast Peeps. It’s a free resource for you to find people you might want to interview on your show or also to put yourself out there as potential guests for other shows or as a show. You can register yourself either way as a guest or a host or both. That will be a great free resource for any of you to use to help get guests.
If you are one of our clients in our mastermind here and you message us because I literally taught in the interview at least a dozen people every single week for either my column or the show or I’m talking to people. Sometimes I get the most random things. We have a podcaster who’s interviewed people with near-death experiences and I was having coffee and we could come with a good friend and find that she has someone. She introduced me to who had a near-death experience, who was a guest on my show already. He was a fabulous guest and he’s going to now be on his show. Just randomly saying, “I’m looking for people,” helps the rest of us here because we interact with so many people.
Scott, you remember International Podcast Day, I did twelve and a half hours. You did something similar to half-hour interviews throughout the day nonstop. I was here in this spot for almost that entire day. I did not schedule enough breaks, which I learned for next time. What I wanted to mention about that is we put out an offer first to all the different podcasters that we work with, all these logos that are on this banner. I said, “Do you want to participate and get a little promotion for your show in the International Podcast Day?” I’ve filled up my schedule within 24 hours.
One thing that I wanted to mention about that is I had one who I solicited to be a guest and he was a big name. I’m not going to mention who it is. He will never even read this because that’s the type of person that just happens to be a big name but don’t promote themselves or people that are guests on the shows. They don’t promote it so well. I still thought, “It’s a big name.” I held out this slot in the day, this half-hour slot for them. Their staff kept coming back to me and questioning, “What’s the real value? What’s the point?” He wanted to get a premium position to be featured. I was like, “We’re doing these interviews all day long. We’re promoting them all. I don’t know how I give you a premium position,” and it got to be so much back and forth about this. I had some other people who were late to the party wanting to book that spot. It got to the point where it’s like, “You’re done. I cut them off and they were out, and I put someone else in that slot. That was a fantastic interview.Even if your schedule's wide open, you may not want your calendar to look like you have no other appointments scheduled. Click To Tweet
This is a podcast series we’re going to put out on our Podcast Peeps Podcast. You can all listen to all those interviews and some of you on here were some of those ones being interviewed. It hasn’t been put out quite yet because we had some other things we’re putting out on Podcast Peeps first in terms of a podcast. You run into certain situations where guests are high-maintenance or maybe old school in a way. We put out this call to be featured and a booking calendar link like the one I just showed you for this special one-day event. There were only 24 or 25 slots and they started booking up right away. If you don’t jump on it as a potential guest, you might lose. If you ask too many questions and are too high-maintenance, that may not work for you.
I’ve done my column for three years. I’m about to start my fourth year in January of doing my column. I write six articles a month and all of them have an interview associated with it. PR firms come after me and give me pitches and there are teams involved and it always is a thing. They usually came to me to ask me to write about them. What I found over the years is the worst articles, the articles that get the least number of reads, the views, whatever you want to call it are the ones that come from the big names and from the organizations. The ones that have staff. I don’t know why that is. They should have a team, they should be able to do this, but they are always worse than the smaller person who is doing it themselves, who was so grateful to be on and interviewed.
I wrote a gift guide and I had five or six items. I wrote it for Giveback Tuesday. There are items you can buy on Amazon that give back in some way, shape, or form. They help the environment and they do things for your family or whatever it is. These are small players. They have all promoted out of it already. It’s only been live for three days. I’m shocked it’s already my best article this month. I had some great articles and next week some Shark Tankers will come out. You look at that and you go, “Maybe the high value, high name recognition is good for something, but if it doesn’t add value to your show at the end of the day, “Do you want to do a lot of those?” That’s a question you have to ask.
That goes back to studying and researching your potential guests. Are they someone you see promoting whatever it is that they’re doing, pushing things out on social media? That is a good sign.
One other thing I want to mention that I do look for is to make sure that if they have a bunch of interviews and they’d done a bunch of TV spots, I always get suspicious of it and I watch a bunch of videos. I don’t just listen to one, I watch a bunch because then they tend to be trained to be sound bite people and they give us same thing on every show they do. When I find that they’ve done that, I’m like, “They’re trained,” and you can sense it in the way that they say things. I always listen to multiple shows if that’s the case.
What it comes down to a lot of times is people are so busy and I’ve had the same thing happen. Somebody is high-maintenance. They don’t value it as much the employee. I don’t think they’re motivated to care a lot of times. They’re getting an hourly basis. They don’t care. They’re trying to be difficult. I’ve dealt with high-maintenance people, not only in the podcast side but also in events. Inviting people to events and then putting butts in the seats. They’re like, “Are you going to have 200 people there?” They say to me, “What time slot?” I might get to the point like, “No, it’s not worth the headache. I’ll do better without you because if you’re a headache now, you’re going to be an even bigger pain in the ass to deal with once you get live.” I call it Deadwood. If you’re just going to be a pain the ass, it’s not worth working with you because things are going to go wrong at some point. Then you have to hear that person complain and moan or whine because it wasn’t perfect. I just assume not be having them around.
When you’ve got a good show, you’ve got enough people asking to be on it.
Scott, shall we open it up to maybe some questions and see if anybody’s got some specific challenges related? Anything related to guests, your biggest challenge or anything you’re wondering about, this is your opportunity to serve up a question or a challenge. We’d love to help you with it and if we don’t have any, we’ll just keep going here for a while on our own.
I’ve been focused on this. We’ve been to Podfest Expo. We had Chris on my show of Podcast Movement as well. Both are taking place in Orlando. It’s always good going there and networking and talking with like-minded people and getting people booked on and when you meet with people, they’re great too. Going to the different Facebook groups and if you’re looking to get booked, “Here’s what I do,” and share a little bit about your stuff. One of the interesting events that I went to was the New Media Summit put on by Steve Olsher here in Austin. He invited me on as an icon and he had a lot of people pitch in two minutes there about their show to get on. I thought that was pretty interesting. I took what I learned from that and went out and I made sure it was on a post. I know Tracy and I were going back and forth with challenging each other to get booked on more shows and what you’ve been doing for a while.
I have done one a week for the last month.
There’s no competition until next year anyway. It’s important that we agree to have a good media one sheet, Tracy and Tom. Should we talk about what should go into that?
We do a show one sheet and a personal one sheet as the host. We like to do two because it’s different information that people want. People are asking to be on your show or asking about your show, if they say, “Tell me about your show,” we send them the show one sheet. If I want to be on somebody else’s show, I send the host one sheet, who I am.
An example of one of the people we work with, John Livesay’s The Successful Pitch Podcast and it’s got a lot of information about him as a host and his show.
It’s giving a few listener demographics. We just keep it general. It’s because we don’t want to update it all the time. It’s giving a good percentage of where the percentage of people are and how long he’s had a show and a few stats about him and the show. This is for the show specifically. He has his own that he uses as a speaker and so if he were seeking to be a guest, he probably would use his speaker one sheet.
Do you think it’s important that people have a couple of different things on their speaker one sheet about topics instead of just one basic topic?
It depends. A lot of times, I don’t do it as often on mine because I’ve got so much content and stuff I’ve done that’s more resume-like. What I do is when I send a proposal to someone to speak for them or to be on their show, I’m proposing a topic that’s specific to them. It’s why they always accept because they’re like, “Nobody’s talked about that before.” I was like, “I know. That’s why I suggested it.” That’s where I’ll scan however many episodes they have and I’ll look at anyone that might do what I do and say, “Do they have anyone who’s talked about this before?” I give them something new that no one’s heard and that I haven’t necessarily spoken about. That also helps.
Another option is what we’ve done, Tracy, which serves a similar purpose to a one-sheet which is a convenient PDF document that you can email someone or can be downloaded from your website, but you’ve created TracyLeighHazzard.com and I have TomHazzard.com. That’s another thing you can do is have your own personal webpage separate from your business website. This is about you, the guest, or a potential guest.
It’s technically a part of our website. It’s there. It’s just a page and that URL refers to it.
It’s not the same look as the rest of the website. It’s just about being a guest or a speaker. It has a lot of this one sheet information.
You can keep it updated and are less afraid because sometimes people don’t want to download documents. That’s what I find.
Also, we have our booking calendar links that are right on that page if you’re going to book time with us for whatever reason. It’s not a place for people to book to be a guest. It’s just to have a call, but it’s not about booking on our podcast necessarily. You can do all sorts of different things with this page.
I’ll tell you a story. I have different types of calendars because we have this complex calendar that we just told you about ScheduleOnce. I have a specific page that is for people who want to make speaking inquiries. I treat it like guests and speaking inquiries. The trick is it’s the only one in my calendar in which my schedule’s wide open. They could pretty much book anytime because if somebody is asking you to speak, it’s a PR opportunity. I don’t want to miss it. It’s the only one that has the wide open. I have a MeetWithTracy.com and when you go there, there are three places, Call With Tracy, my Inc. Interview, and then this Speaker Booking Appointment. He was smart because my Call With Tracy blocks out after so many calls in a week and so I didn’t have anything for three weeks. He clicked my speaker one and booked a call with me. He fessed up the minute he got on it. I was like, “This is not a speaker call, but okay, whatever.” I still took the call and he fesses up and he said, “I did this.” I said, “Now, I want to talk to you because you were creative in how you got to me.”
I have a Meet-With-Tom.com too. You might consider also getting a URL that’s easy to remember. It’s easy to remember for me if I’m on the phone with somebody or when somebody read it and they want to book it. You have an easy URL for you to give them to remember or you can have it on your business card.
Another way is if you have your show page, FeedYourBrand.com/Book, that’s what I do for Product Launch Hazzards and I do it for the other. It just automatically forwards to the calendar. It’s not even a page on my site, it’s just forwards it to the calendar. There’s one step, it’s not two.When you've got a good show, you've got enough people asking to be on it. Click To Tweet
One of the things that’s worked well for me dramatically here and I shared this with you. Tom. One of the things that I’m working and using to promote the Note Closers Show besides the schwag is I’m trying to find other people that have podcasts that would fit with my niche, like real estate podcasts.
You definitely don’t want to avoid people who also are in the same niche as you. You want that because their audience is the right type of audience already.
I’m logged into my LinkedIn account. LinkedIn made a big change too. You used to be able to connect with people then go and export your contacts. They stopped doing that. It screwed some people up. I use it. I type in real estate investors because that’s a big audience of mine. I’m looking for real estate or investor. It pulls it up. It’s going to show up that there are 3,115. I’m going to change that to connection to just say first-degree connection and hit apply. 5,800 real estate investors. I don’t think that’s right. There’s a lot more there. Let me see how many podcasts hosts there are. This is a first-degree connection, I’m going to take this off and hit apply 354,000. That’s just a few 354,606 results. That’s crazy. I was like, “Okay.”
Let me type in real estate and the number went to 13,861. You can see messages because I’m going to start reaching out to these people. That’s what I did. I said, “13,000, that’s still a lot.” Let me change it to a second-degree connection. Those that I have a secondary connection to, I want to remove 1,500. I sent a bunch of invites out here. A bunch of them went out. What happened is when they accepted my connection, I then send them a quick little inbox mail. I said, “Thanks for reaching out to me. I love connecting with local podcasters. I have been listening to your show. I might make a great guest for your show.” I took some time and connect to that. I go to their website, check out there how many episodes they’ve had. I do a quick little bio, I search on them, see what their focus was to see if it’s a good fit. It was either real estate investing for me or even social media marketing or entrepreneurship or three of the things I was looking at.
I sent 100 of these direct invite sent on a Sunday night. By Monday at 5:00, 40 of them had responded and accepted my connection. I then sent twenty emails with that little bit. I also took the time to record a two-minute video on my pitch. I include the link from YouTube and out of those 40, 35 of them have responded and booked me on their shows. That’s the first 40. I’ve added more people doing that and so it’s different. Out of those first 40, 35 of them have responded and it’s been crazy. Some of them I’m booked next month on these are some of these are like, “We’re booking you now.” You might have been on a bunch of shows over the last couple of weeks doing it, but I didn’t pay anybody to do this. It was just something that was free out there to go do and it’s worked out pretty well as well. I did another thing since LinkedIn stopped allowing you to connect. You can connect with a lot of people on here if you want it to. I now use Scrap.io to literally pull up. I type in podcast hosts and do a search and export it to Scrap.io and it gives me a list of people, their contact, their name, their email for shows or their website. Then I had a VA login and go track down that person’s email off their website.
LinkedIn is a fantastic resource, especially if you are in a business. A guest would be a good fit for you. Most of us, that’s the case. It’s an incredible resource. I remember when you told me that 350,000 number of people that list themselves as podcast hosts on LinkedIn. That’s staggering. There are only about 500,000 podcasts active worldwide and only about half of those are English-speaking. It shows you how many people are using LinkedIn.
Only 200,000 of them are active. You can’t just message them. You do have to check out their show. I did this part of when I went to go do mine and I did all the Amazon seller podcast to go check my list because that’s the list that I’m preparing to contact. I have not contacted them yet. I take longer on my research than Scott does. I wish I could be faster. When I found a lot of the shows, a lot of the shows dropped off and stopped and so I need to drop them off my list.
If they have gone dark or dormant, then you don’t want to waste your time.
Another thing I did is I have a lot of students with what I do in my investing side. I start googling them when they would tell me, “I was on a podcast.” I was like, “You were on a podcast?” That’s good. I need to be on that podcast.
Did you mention asking your guests to recommend other guests?
That’s a great one.
That’s one of the easiest ways for you to get the next one. That’s what John Livesay does. “Who else should be on my show?”
Who do you know? Because if you’re somebody that they know, then you can say, “John Livesay recommended I give you a call. He thought that I would be an ideal guest for you or that you’d be an ideal guest for me.” Anytime you can get that personal referral, even if you don’t know them, it’s going to land in a more receptive way.
You put it up on the board when you showed them the calendar link. That was somebody who came back. After you hit 100 episodes, probably not before. That’s not highly recommended. It would have to be a rare reason and a good reason to do it before, but after you had 100 episodes, you can do a follow-up. Don’t invite someone on who’s just going to talk about the same thing again just because they were fun. Make sure there’s something to follow up in. We had our VA go at the end of the year. We would do it at the end of every year. We would go, “We’re looking for guests in January,” because January is always hard because some people haven’t figured out their strategy.
We say, “We’re looking for some guests and we want to do updates on where people are, so where are you?” We pick the top ten, fifteen shows from the prior year and we follow-up and we just check on those guests and say, “What new are you working on?” When they say something’s cool and new, I will definitely let’s invite them on and let’s do an update. We may do four or five. It’s not a ton but we filled January and that amount of time and so that’s helpful. In January, it seems it would be easy to get someone on. It is easier to get someone on last minute, but it’s hard to get someone to pre-booked. They’re like, “I don’t know if I’m going to do podcast interviews next year.” They always stall.
That’s been strange but can be the reality of it. This one I interviewed, we did have something new and it had been a year since I interviewed this person on our podcast. There was a lot of developments that things change and more relevant now.
I do mostly keep up with the guest on LinkedIn. That’s where I do most of it because for the 3D print one, that’s mostly where I got them from, to begin with. I try to check in with them at least once a year. I have a rolling calendar so over the course of the year, I just ping a bunch of people and to say, “How are you doing?”
We have a question, “Jim says, I have no show of my own. I’m early to podcasting. I’ve been a real estate broker for 44 years. Just checking out the value of using my social media in marketing.
The value is tremendous. Scott, you’re are in real estate, so you could probably speak to that more. You’re getting tremendous value out of podcasting and everything you can push out on social media with that.
If you’re putting business cards or flyers on cars or you’ve got the bus benches, a lot of people do that. That’s old-fashioned marketing, but everything’s now in social media where you’re searching. If you can use it and start using the keywords of where you’re located at. Let’s say you’re in Columbus, Ohio. You’re a Columbus, Ohio realtor. Use those keywords in with your social media or even with your podcast. “I am your Columbus realtor,” or something like that or whatever it is. Especially if you start taking and using those episodes or start recording Facebook Lives or start doing Zooms and upload it to YouTube as well. You’ll take over the top of the search engines with SEO.
There are three reasons why it would be good to have that locale because locale gets served up. If someone’s looking for a real estate podcast, but they happen to be in your region, you’re going to pop up first because Google’s already choosing that for them, so they are matching that up. That’s where a lot of our chiropractors and doctors are benefiting from the show in that same way. The other thing is to think about all these other real estate agents who are not podcasting and they’re just doing blog posts and maybe occasionally or rarely or it’s just social posts. They don’t have the Google ranking and think about how many people are searching on Google versus searching on social. It gives you social stuff to market and put out, but it’s giving you also a lot of Google power.
We got Wesley on. How’s it going?
I’m doing good. How about you?
What question can we help answer for you? We’re glad that you’re on.
I have a podcast, Profits in Real Estate, that I was doing with my cohost Ryan in Memphis, Tennessee. We have separated then and I’m handling it now on my own. One thing about the brand is I have my company Remedy Asset Investment, but I also have this podcast and I’m trying to figure out what’s best. Should I brand the actual company or the podcast? I like your method, your brand with the Note Closers Show t-shirt now. I like the whole feel and everything, but I like how you incorporate your business into it as well. I was just trying to figure out how would I best go about to accomplish both with it.If guests have gone dark or dormant, then you don't really want to waste your time. Click To Tweet
The website though, are you selling a course? Are you selling services? What are you selling at the end of the day?
With Remedy Assets, I’m not selling anything. I’m into note investing like Scott and I also buy homes in the Memphis area just to fix and rehab and then owner finance. On the side, it’s pretty much showing what I do as an investor. I’m not selling anything.
My recommendation to you is to not worry about the fact that the names aren’t the same because the show is a show. They want to make a profit at the end of the day. That attracts investors, but it also attracts people who want to sell. It gives you a lot of flexibility to keep it that way. Unless you have to change the name of the show because your partner went away, and you have to change it because they’re mad about that, it happens. We’ve had to rename shows, but I wouldn’t rename it because Profits in Real Estate is a great name and it still works well. What we don’t like to see is when you have a corporate show where Scott’s is not the same. If he named his podcast We Close Notes, it’s going to feel all about him and not about them or not about the subject. That’s what happens when you put a company name on a podcast a lot of times and by not having that, your branding is just fine.
The Note Closers Show, it’s about the people closing notes, not just him but everybody else that he works with, like you or has taught and as part of the community. It makes sense. I agree with Tracy. The brand can be certainly related to your business and that may make a lot of sense, but not the exact same brand and I love Profits in Real Estate. That’s got to get a lot of people clicking on that.
It’s nice and broad.
That’s the thing I was going to say, being broad, it gives you a much broader audience whether you’re doing a variety of things there in Memphis. Whether it’s fix and flips, wholesaling, owner financing, or buying distressed debt there. It gives you a lot bigger audience aspect of things to work with for you. The Remedy Assets, it works in a little bit, but you have both. We’ve got Remedy Investments, which is my real estate investment company. Then I also have this little podcast over here about real estate that has a million downloads, a million views. It will help.
I have another question. I’m in the process of rebranding like I said. One of the things when we first started the podcast, we use Anchor. Anchor is limiting now on what they allow you to do and stuff. I figured that out the hard way and even some of the episodes that we do have on there, even though they’re not alike, they’re not allowing me to take them off and use them on another service. I was trying to realize what’s another solution besides Anchor that I could use that you would recommend?
You may want to use a host that is not going to take ownership of your content. You want a postage that’s going to serve you and get you to the world, but you own the content always. Anchor is not one of those.
I would avoid Anchor and Pippa. Those are the two we have the biggest problems with. Podcast Websites claim that you don’t have to host anywhere, and you can just use them, but that’s not true.
Don’t do that. It causes more problems for your podcast feed than it helps. Those are the three that give us the biggest headaches.
All of them are good.
Wesley, I’ve never led you wrong, have I?
No, you never have.
You need to take the number, Podetize.com. They’ll host it for you. Trust me, we’re not here to pitch anything by telling you I love what they do. You need to get off of Anchor. You’ve got how many episodes up right now?
I probably have six or seven episodes.
You’re new enough. Worst case, you get an audio recorder and play the episode and record it or if you’ve got the audio recordings, re-upload them after you take them off.
What will happen is if you have the audio recordings yourself, to begin with, did you have a copy of them?
Yes, I do. I saved them in my Google drive.
What will happen is you just come to us, we’ll help you migrate them and our team takes care of that for you. What will happen is that after a while of the feed going, we’ll be able to circumvent your feed and they’ll jump off. Essentially, they won’t be able to because you’re not adding new and iTunes isn’t going to list you anymore.
Anchor may have rights put up there because of the agreement.
It’s time to pull the plug. You’re not starting too late. The one thing that I do want to recommend is to take a note from Scott as you do episodes and you get a bigger bank of them. Having spinoff shows which we allow. We allow up to five shows to be hosted so you can do a spinoff at any time. You could do a little spinoff and you could put a player on your site, that lets people see that these episodes are all about Memphis. These are all about the remedy. You are trying to deal with the thing that’s your core. You could either point to the episodes by having a page that lists, “If you’re interested in this, here’s the top,” or you can run a player. You can do that in multiple places on and run it by running a separate feed which gives you multiple shows. You could do Profits in Real Estate, Memphis edition. You could do that. Especially if you end up with a bunch of shows that happen to be about that because of who you invite on.
You can put them on your main feed because that’s where your primary listeners are. After they publish there, you can split off of the feed to be a special series. On Podetize, you can have up to five of those at the same rate. That’s one of the advantages of our platform. Scott, do you have four or five different identities now?
Note Closers Show, Note CAMP, Note Night in America. Furbabies Podcast, if we can get more episodes out of here. Note CAMP 6.0, it’s the second season then.
We have a show that has almost 550 episodes or something like that, so we also have volume one, volume two. We also have spinoffs like that but if we wanted to, we could do instead of a best of where it was just the top out of those first 200 or so.
Scott, aren’t you doing one of you being a guest on other people’s shows? Aren’t you doing one of those?
I’m working through that right now.
You can do a feed as long as you get permission from the podcasts that you’re a guest on and most will give you that because it’s more exposure for them. You can put out a feed of all the shows you’ve been a guest on, if that makes sense for you. There are a lot of opportunities and as far as I know, Podetize is the only platform where you can have multiple feeds for the same subscription. On all the others, you’ve got to have another monthly subscription for each different show identity or feed.
Are you editing the show yourself?
Yes, and it’s proven to be difficult.
Don’t edit. Here’s my tip for you. Do it on Zoom. Try to do it in one take or live stream. Live stream is better because you’re going to get more circulation. Do it on live stream, download the video, strip out the audio, there are lots of free players and then Podetize will let you put your intro and outros automatically on.The text that is based on what you said in the episode captures people that don't know you exist. Click To Tweet
You have already uploaded the prerecorded intro and outro, you upload your audio and it will add them for you and publish it and you don’t even need to edit it as long as there’s nothing in the middle that you care to clean up. If you went live with it on Facebook, you already went out there live it. There are a lot of people doing that now and that’s something we put together specifically because of Facebook Live. There are a lot of live streaming episodes.
They don’t want to edit so we just put their bumpers on and they didn’t want to hire an audio editor to do that.
We have a question. “I received my annual renewal from Podcasts Websites. We’d like to connect with you and see what we could do together, what’s the best way to reach you?”
I’m going to send you to Hello@Podetize.com. If you do that at any time, if you have questions, Alexandra answers that. She will get you to the right place because I don’t know which calendar to give you right now. Alexandra will take care of it and make sure that you get to the right calendar and get your questions answered and make sure that you can do that. I’m glad you’re going to move over. I hate to see that. You have a website issue and stuff. Alexandra probably can answer more of your questions on that because she is our website guru.
She deals with Podcast Websites issues with the people that transfer over.
We’ve talked about using LinkedIn and reaching out the podcast people there. The biggest thing is asking who else would be good on my show? Asking for referrals, researching there as well. What else did we also talk about?
How you can use that to capture information from your guests, so you don’t have to do as much work to gather info from your guests and you make them do a lot of that work for you. I love that.
You should think about a one-sheet or a landing page. A one-sheets, landing page is complex. It’s something that you can keep up. I find that they’re pretty outdated quickly, so anything you can keep up and make sure that you’re keeping it current for yourself.
How important is it if you’re going to be a guest? That many sharing and their number of downloads, the number of markets they’re seen or the countries. The more they know their avatar, is that helpful if you’re coming on as a guest.
I care more about their audience because I don’t mind being on a show early on. In fact, I’ve had some great benefits from being on some of the early episodes. I was on FBA Millionaires and I was one in their first dozen episodes. I still get referrals from that every single week. It’s constant because they’re growing, they’re showing they’re working hard to grow your show and when people binge listen or start to listen or are starting to show, they go through all those early episodes. They’re of great value. I don’t mind that. I don’t worry about that. I worry more about is the audience a match and am I going to be able to give that audience something new and interesting. Is it going to be a value of through that? I have been on a couple of rare ones. I was on Hack the Entrepreneur. I was placed by an agency because I was testing them out and I was like, “This is a show you just want to know what I did wrong,” that’s what they wanted. They were all about what you did wrong. I have to tell you, I’ve got some of my best referrals from there, so you never know. If it seems good show and it seems interesting and the host is passionate, and the audiences are somewhat relevant, then I give them the benefit of the doubt.
It depends on the focus of your business, in getting out there, marketing yourself, being a guest on other shows or having a guest on your show. This is our method of marketing our business and I know it is for you too, Scott. The more time you can get on other people’s shows, the more exposure you’re going to get. This is the best marketing time you can spend and think of your time as money. They’re the best marketing dollars you could spend because it’s going to create relevant associations and leads where otherwise, you’re putting money into pay-per-click or money into Facebook advertising, it’s a lot harder to get a good return and conversion on that. This time is the best time we spent.
Going back to the question about what we do and that social media works well with it. If I record the video and it goes to Facebook Live, it’s one thing. You guys get it up to iTunes and all the other platforms. It’s 30 or 40 different platforms. I throw it on YouTube, I throw it on Vimeo, that’s five. The website is six for SEO. We have our Facebook pages and Instagram pages, that’s seven. You also have Twitter, Pinterest, if you post stuff there as well too, or then nine will be email. You email that out to your audience too.
You email it to your list. We did that too. We’ve talked about this in a past mastermind session. Don’t underestimate the power of the blog posts on your website, the SEO value of the words, the text that is based on what you said in the episode that captures people who don’t know you exist. That’s the big thing. People that aren’t following you and yet they’re typing in terms into Google that you talked about in your episode. Your post comes up, they click, and they end up on your site. You got them on your turf and where they can experience and consume all your content. That’s the power of blog posts. It’s huge.
We should mention something that we do on Feed Your Brand too and you’ve been doing, Scott is doing a feature on your students and we do a feature on our clients. Those are written posts only and there’s a real reason why there’s a value in that because they have podcasts already. We just need to link through it. They don’t need to be doing another podcast. It’s not relevant to our audience, so it doesn’t make sense for us to do all these features. We do a shorter interview. We do it in an interview style and then we have it written. The features are like an article. It’s 800 words or something. It’s nice though to have those for your own purposes to say you were featured here even if you weren’t on the show, but it’s the blog post that we send them to. We like to do that for our clients and we rotate through and then we put them out in the newsletter as a feature because other podcasters can learn from what they’ve done because they almost always mentioned something unique and interesting that they’ve tried or done or why they chose to do it, which is always an interesting one, too. I would love for next year to open that up to our Podcast Peeps Mastermind and let them be featured as well. I’ll be happy to do that.
That will give a value of participating in Podcast Peeps. The value of that, not only do you get an article written about you and another website, but the reality is you’re going to link from your website to our website. You’re going to get a powerful link back. If you model that for yourself and your show and maybe have a VA do it or there are services like FreeeUp you can use. You know you don’t have to consume your time. It’s not very expensive to do it. Have a feature article written about your client. We were talking about Memphis real estate. It’s a feature article written about maybe it’s a home building company in Memphis. I’m trying to think of what’s relevant in Memphis and real estate and that’s more your game, Scott. You can have a feature article written for another company that’s going to link back to your site. That’s going to plant these seeds all surrounding your business out there in the world that is going to pay off.
I wanted to make that clear that it is not just guest you can seek. You can also write articles about lots of copywriters. We use a company called FreeeUp. We’ve mentioned it before. There are a lot of good writers out there. You don’t have to be a good writer.
I have been getting a lot of interns from local colleges emailing me wanting to write blogs and articles. I’m like, “Okay.” Shannon, who handles a lot of our marketing, she has a writing background, so she wrote a couple of blogs. We send it out and I paid a little bit extra money to go out a press release, like $700. We’ve got 172 periodicals, newspapers, websites and things like that to pick up the articles. We got an influx of views, downloads, and checking stuff out as the Google stuff.
Make them interesting. You don’t want it to just be a follow a formula that’s like, “Here’s my story.” You want it to have a good angle that helps your site too because if people are going to read this, they want to understand what does that have to do with real estate or what does that have to do with notes? For you, it’s the story side of things. Why did I choose note closing? What’s in it? I thought there were some great stories about why they did it and they get personal in there. We got a real human-interest story, so I could see why it got picked up because of the way the stories were written.
What should we have our next topic be?
We do want to make sure that we are making this relevant and valuable for you.
Should we do goal-setting for the next year or having a big goal that you want to accomplish? We’ve got some podcasters, investors, and people who market some things. We would love to hear what you love to share and what you’d love for us to discuss.
Message us on Facebook if you’re in the Podcast Peeps group. We’ll also check in that and we’ll make an announcement in the Podcast Peeps group.
Go out there, like it, subscribe to it, that way you get updated on everything that’s going on. We’d love to keep you on there.
If you like this mastermind and you appreciate it, if you could give us a little rating and review there on the Facebook page, that’s going to help grow the community and more people can come and help you. This is all about helping each other. That would be helpful too. We have a YouTube channel as well for Podcast Peeps.
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