On this episode of Rhodes to Success, we cover the 5 reasons podcasters will not book you. These tips come from my personal experience booking guests as part of the thousands of bookings completed by the Interview Connections team.

Key Lessons Learned:

1. Bad Headshot

• When you are a guest on a show, you become a brand ambassador of that podcast. If you have a bad headshot, it reflects poorly on the host and the show by association.
• You need to look professional.
• It’s nice to have a professional photoshoot, but smart phones such as the iPhone 6 do an amazing job.
• The type of photo you choose is a branding decision. It says a lot about you as a person and signals how you conduct business.
• Make sure your headshot matches your brand.
• When your headshot doesn’t look like you actually look in real life, it builds a level of distrust.

2. One Sheet 

• There needs to be an established online presence, which includes social media and a website that confirms your experience and accomplishments.
• The purpose of a one sheet is to provide podcast hosts with all the information they need in one place.
• The one sheet should be designed and branded as an extension of your business.
• Ensure your bio is on your one sheet. This must read in third person so the guest can use it as your introduction.
• Include interview topics and questions on the one sheet as a sample for the host.
• Also have your contact information, socials, and Skype ID on the sheet so the host has all your details in one place.

3.Bio

• If your bio is too short, the host won’t have enough information about you to decide if you are credible and a good fit for the podcast.
• If the bio is too long, the host may not read it.
• The best length is 3-5 sentences and written in third person.
• Highlight the best part of your professional life that showcases you as a great guest for the podcast you are pitching.

4. How You Communicate Over Email

• If the guest doesn’t reply to emails promptly, hosts will question if the guest is actually interested in being on the show.
• Are you showing gratitude in your email communication?
• Are you being a giver and asking, “What else do you need?”
• Are you showing ‘diva-like’ tendencies and not trying to make the show a success?
• Tone is lost in text, so communicating in email can be lost in text. Be careful with how you communicate with show hosts over email.

5. Content

• Having content that is not valuable or relevant to the host’s audience will mean you get rejected.
• Each email you send should be customized to the show you are pitching.
• Spotlight the relevant part of your personality, expertise, or interest according to the show.
• It is not the host’s job to read your bio and figure out how you would fit into their show.
• It is your job to show the host how your content is valuable and relevant to their audience.
• If a show is weekly, then you need to convince the host that you are one of the top 52 people in your industry.

Subscribe to the show in iTunes or Stitcher Radio!

The music in today's episode was written by The Danger Os and produced by Nick Palmer. Check them out at https://www.facebook.com/thedangerosmakemusic 

Links to Resources Mentioned

The Nice Guys on Business Podcast

On this episode of Rhodes to Success, I interview Julie Waller, who has been a strategic coach since 1997. She is passionate about the Unique Ability discovery and works with hundreds of entrepreneurs and team members in one-on-one sessions, helping them identify and create a life around their unique ability. During the show, we discuss top 5 strengths, discovering your unique abilities, the four characteristics, and the naming and activity paths.

Main Questions Asked:

• What is Unique Ability?
• Do people use Unique Ability in their personal life, work life, or both?
• What are the four characteristics?
• What are the naming and activity paths?

Key Lessons Learned:

Jessica’s Top 5

1. Communication

2. Futuristic

3. Achiever

4. Activator

5. Maximizer

Unique Ability

• This is what you are naturally good at and passionate about.
• Your Unique Ability shows up in the activities you do every day.
• When you look at your activities, you can assess where the underlying talents are.
• Your Unique Abilities are who you are when at your best.
• Self discovery helps you find the type of work that you do best.
• It often helps looking at your Unique Ability through your business lens before your personal lens. 

The Four Characteristics

1. Superior Skill

• When you do an activity in your work or life, assess if you are really good at it.
• Ask yourself and others what your skill level is.
• Superior skills are things that you are naturally good at, and are not necessarily learned.

2. Passion

• This is something you are driven and motivated by and want to do more.

3. Energy

• Your Unique Ability gives other people energy when you are doing it.

4. Never Ending Improvement

• This is when you are already good at something and you want to keep getting better.

The Activities Path

• List all the activities you do every day starting with what you do for work.
• Once the activities are listed, ask if each activity meets the four criteria.

Excellent Activities:

• You don’t have passion for these activities, but still have a superior skill.

Competent Activities:

• You can do this, but are average at it and a lot of people could do it better than you.

Incompetent Activities:

• You aren’t good, and experience failure.

• Once you have broken your activities into categories, delegate a percentage to each.
• Figure out how to free yourself up from the energy draining activities.
• Exponential results will come from focusing on the stuff you are really good at.

Jessica’s Personal Case Study

• Create your activity inventory.
• Put each of your tasks into the four categories.

Jessica’s Primary Tasks

• Bookkeeping.
• Checking emails.
• Checking Slack.
• Client calls.
• Podcast.
• Proofing the blog.
• Training calls.
• Guest booking.
• Get coaching.
• Producing weekly videos.

Coaching Tips

• Tell the truth about your skill level.
• If others would agree, you have a superior skill.
• Check your passion level and mark it as your Unique Ability or excellent.
• Keep your feelings about the activities separate, and focus on the skill level.

Jessica’s Unique Ability

• Cold calls.
• Podcasting.
• Client training.

Jessica’s Excellent Activities

• Slack.
• Pitching and booking interviews.
• Video marketing.

Competent Activities

• Emails.
• Blog, editing, and posting.

Incompetent Activities

• Bookkeeping. 

Subscribe to the show in iTunes or Stitcher Radio!

The music in today's episode was written by The Danger Os and produced by Nick Palmer. Check them out at https://www.facebook.com/thedangerosmakemusic 

Links to Resources Mentioned

Unique Ability

Strategic Coach

On this episode of Rhodes to Success, I interview Stephen Christopher about his show The Business Revolution podcast. This is another in the case study series where we peel back the curtain and look at the real-life mechanics of what it takes to launch and produce a podcast. We discuss target audience, format, facing fear, why guest interviews are a better way to grow a podcast, how podcasting fits into a weekly schedule, marketing, and email lists.

Main Questions Asked:

• What inspired you to start a podcast?
• How did you get over your fear of podcasting?
• Tell us about the format and frequency. Has it changed?
• How do you see guest interviews as a better way to grow the podcast?
• What were your expectations on how podcasting would fit into your schedule?
• Tell us about how you have been marketing the show.
• What marketing tactics are effective with regards to downloads?
• What is working for you in terms of emailing your list?

Key Lessons Learned:

Target Audience 

• The show is for business owners who are running a business and are moderately happy with it, but are working too much and can’t figure out how to get to the next level.
• Figure out who your ideal audience is and how to get in front of them.

Format

• Before launching, Stephen thought the episodes would be between 12-15 minutes.
• Originally, Stephen planned for the shows to just be him, thinking that no one would want to be a guest on his show. He is now moving toward more interviews.
• Episodes now run between 20 to 70 minutes.

Guest Interviews

• This is a way to grow the podcast, as you have access to your guest’s audience.
• A lot of times interviewees have their own podcast and you are invited to be a guest on their show. 
• Guest interviews are a great way to build professional relationships.

Scheduling & Time Management

• Stephen records a lot of the solo shows on the weekend and does the interviews during the week.
• Stephen has an executive assistant and someone who produces the show.
• To run a podcast, you need to be able to delegate or have money to pay people to do the behind the scenes work.

Podcast Marketing

• You have to find ways to stand out in front of your ideal client or audience.
• Even the people who are subscribed to your podcast and you think are listening need weekly reminders.

Email List

• Email filters are increasingly getting difficult to get past.
• Follow the people who are making a good living doing it do.
• Stephen is taking all his email titles and reducing it to one or two word titles.
• The emails are aimed at entrepreneurs, so it is sent out early on Tuesday in order to catch them before they go to work.
• Keep yourself out of spam filters by not putting too many links in the email.
• The Business Revolution podcast has a separate email from Stephen’s business.

Progress

• The show you start with isn’t always the show you end up with.
• Sometimes it’s not about download numbers but more about trending up.
• It can take 6 months to find your groove and to be sure you are getting the right guests, have the right format, and are targeting the right audience.

Subscribe to the show in iTunes or Stitcher Radio!

The music in today's episode was written by The Danger Os and produced by Nick Palmer. Check them out at https://www.facebook.com/thedangerosmakemusic 

Links to Resources Mentioned

Seequs Digital

Business Revolution Podcast

[email protected]

On this episode of Rhodes to Success, we continue our case study series where I ask guests how they use their podcasts to market and grow their businesses. Philip ‘PT’ Taylor is the founder of FinCon and host of The Money and Media Podcast. He joins me on the podcast and discusses starting, marketing, and executing a niche conference, as well as how his podcast is an additional platform for the conference.

Main Questions Asked:

• Tell us about FinCon and when you started it.
• Was marketing and content marketing missing from the personal finance and investing world?
• What were you thinking when you decided to put on a conference?
• How did you market the conference and get people to attend before you launched your podcast?
• How was the podcast introduced to the mix?
• When did you introduce the podcasting track to FinCon?
• Talk about having a podcast co-host.
• How has the podcast helped marketing, and what have been the results with FinCon attendance?

Key Lessons Learned:

FinCon

• This was founded in 2011, and is a national conference where money and media meets.
• FinCon took the three pillars of finance, social media, and affiliate marketing and combined them into one conference.

Starting A Conference

• It was PT’s love for the community that was the catalyst for starting FinCon.
• When starting a conference, ensure the people you want to get together already want to get together badly.
• Open source the conference and let the community tell you what they want, and help build it with regards to locations and sessions. This helps the community having investment and ownership with the conference.

Marketing the Conference

• Prior to the podcast, there was a blog, social media channels, email list, social proof that other people from the community were coming to the event. 
• Use the authority of attendees to leverage ticket sales.
• PT developed a print magazine that circulated leading up to the conference, and featured the agenda and list of speakers.

Podcasting

• The podcasting track at FinCon was introduced in the forth year of the conference.
• Live podcasting was allowed at the event since the second year.
• PT started The Money and Media Podcast on his own and brought in Joe Saul-Sehy as a co-host.
• The podcast hasn’t increased conference registrations. However, it provides the opportunity to celebrate conference speakers.

The Money and Media Podcast Downloads

• The podcast download stats are in the hundreds and isn’t taking off beyond the existing community, which is around 1,500.

Subscribe to the show in iTunes or Stitcher Radio!

The music in today's episode was written by The Danger Os and produced by Nick Palmer. Check them out at https://www.facebook.com/thedangerosmakemusic 

Links to Resources Mentioned

Money and Media Podcast

FinCon

On this episode of Rhodes to Success I interview Frank Sardella who uses his podcast Will Work 4 Patience a way to market his chiropractic business. This episode is another in the case study series as Frank and I discuss how important your backstory is in positioning yourself as an expert, the importance of the niche, whether or not to create a pilot episode, predictability and evolution, and monetization.

Main Questions Asked

• What is your business and how do you make money?
• Who are your clients and when did you start your business?
• What was the turning point of getting into podcasting?
• What were your expectations going in and how did your perspective change the longer you podcasted?
• Why did you create a pilot episode and do you think it's a good idea?
• Do you see as podcast sponsors as distracting the audience from what you do?

Key Lessons Learned

Getting Into Chiropractics

• Frank got started in chiropractics after a chiropractor saved his live more than 20 years ago.
• Within 3 months of taking a job at the chiropractor chain he was promoted to the role of director of marketing and learned the ropes of the industry.
• Frank decided to help thousands of chiropractor help their patience in order to have a bigger impact and help millions of people.
• He connected his art, advocacy and public speaking and expanded to modern wellness professionals.
• Frank has a system of face-to-face marketing and e-marketing, which is the model of his business on how he generated revenue.
• In 2011 Frank discovered online conferencing, which revolutionized the business and enabled him to work with people globally.

Backstory and Creditability

• When you use a podcast as a marketing tool you need to position yourself as an expert and let people know what you do.
• When people consider working with you they want to know who you are as a host, your backstory and if you are credible.
• In order to have credibility you need to put some of yourself into your show and demonstrate passion and purpose to the listener.

Your Niche

• Its not enough to say you just want to do a podcast you have to have something to give.
• You have to have a niche and avoid being general.

Podcasting

• In radio you do a live broadcast and it’s gone forever. With a podcast, you do an episode and it’s there forever.
• Many podcasters use elements from different media in each show.
• It took Frank 2-3 years of recording 20-30 episodes to just get the show well and truly rolling.
• The podcast isn’t about getting coaching clients first, its about getting listeners and readers of the blog.
• Podcasting is about providing so much value that it brings people into your community.

Expectations, Patience and Pilot Episodes

• From the time you start to when you see the results could be an obscenely amount of time.
• Pilot episodes help create the platform and enable you to figure out where you want to go from there. 
• Glean format from other podcast rather than content.

Format: Predictability & Evolution

• After about 5 episodes you need to get into a rhythm and be consistent with the format.
• Every episode should be predictable. 
• It’s important to evolve and let the show go where it will go.
• The biggest evolution should be due to feedback.
• You have to be okay with testing something and it not being a good idea.

Monetization & Affiliate Marketing

• Frank had the idea of affiliate marketing before he had the idea of the podcast.
• The types of affiliate relationships you want to build are those that come through you but build the relationship you already have.
• If the client wins then you win.
• Can you expand on your niche and make it valuable to the sponsors?

Subscribe to the show in iTunes or Stitcher Radio!

The music in today's episode was written by The Danger Os and produced by Nick Palmer. Check them out at https://www.facebook.com/thedangerosmakemusic 

Links to Resources Mentioned

Chiropractic Marketing Advice (Podcast)

Ready Fire Aim (Book)

Still struggling getting your podcast off the ground? 

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• How to improve your setup, create better production workflows, and podcast like a professional
• How to take your show past the first year and elevate the production quality, content and audience engagement of your podcast
• The keys to building quality relationships with co-hosts, guests, listeners and your production team

Bonus: As an added bonus, you will leave The Podcast Producers Mastermind armed with an A-Z blueprint of how you can create a journalistic and narrative style podcast that sets you apart from every other podcast in your niche.

Agenda for the most powerful 5 hours of your trip to Chicago!

❏      Introduction: Who are Corey and Jess and attendee intros

❏      Behind the Scenes! Corey and Jess will reveal how they created Season 1 of The Podcast Producers, the ten episode audio series selected by Apple as a Hot to Podcast show in iTunes.

❏      The killer strategies of how Jess and Corey were able to book 28 amazing guests pre-launch!

❏      You’ll get their two month production schedule and successful launch strategy

❏      How the show was recorded and edited together

❏      Why Corey and Jess approach each season of The Podcast Producers as its own unique show

❏      Hot Seats! Jess, Corey and fellow podcasters will provide laser focused advice to some of the attendees on how to take their podcast to the next level.

❏      Round table interview recording for a future episode of The Podcast Producers

Who The Podcast Producers Mastermind is NOT for:

• You don’t know what a microphone is
• Your dream of a successful podcast is just that, a dream.

Who The Podcast Producers Mastermind is for:

• You already know the basics of podcasting and are ready to uplevel your game
• You care more about creating a high quality show more than a quick flash in the pan

By design, the Podcast Producers Mastermind event an intimate experience and seating is extremely limited. With this small group every attendee is guaranteed some focused attention and feedback on their podcast.

WARNING! The board room holds only 12 people! If you are the 13th person to try and register, you will be locked out. Do not miss this amazing event – register now.

Click here to secure your seat for $500

On this episode of Rhodes to Success I interview James Kevin O’Connor in a new mini-series of case studies on podcasting. James has a niche podcast in the music category called The Dharmic Evolution podcast, which focuses on original music. During the show we discuss connecting to your passion, using four touch points, monetization, how to get your show live, audience size and stats.   

Main Questions Asked

• Tell us the story of when you had the first idea to start the Dharmic Evolution podcast.
• When you started, was there a business around it or was the podcast first and later built out revenue streams around the show?
• What were the first steps to getting your show live on iTunes and Stitcher?
• How many episodes did you lach unch with on iTunes and what is the frequency of your release schedule?
• When did you know it was the right time to invest in a virtual assistant to help you find guests?
• Talk about your download numbers and expectations.
• What has happened in your life and business as a result of the podcast?
• What things do you do with your podcast that make it high quality?

Key Lessons Learned

• Do your due diligence before you offer an interview to ensure it will be a good interview rather than find out it’s not a good fit while you are recording.
• Most people aren’t connected to their passion and some can’t even find it.
• Podcasting leads to all kinds of opportunities that you may not be aware of  or predict when you go through the process.

The Dharmic Evolution Podcast

• The year before he started his podcast, John decided to educate himself online.
• Four songs by the guest artist are included in the podcast episode, which gives the audience four chances to connect with the artists work.
• Most musical people have found their passion, so this podcast is a great way for people to listen in and follow the trail of how others got connected.
• John’s guests aren’t big stars but rather are on the cusp of getting to the next level and have been producing records and touring.

Monetization

• James didn’t have a monetization strategy when he started the podcast.
• Revenue streams include life transition and podcast launch coaching for individuals and small business.
• The common thought for podcasters is to get a high amount of downloads and be able to sell advertising time to advertisers.
• Podcast audiences can turn into a community and clients that can be monetized. Podcasting monetization doesn’t just have to be about ad revenue.

Going Live

• Nothing has changed with broadcasting except technology. It’s still a microphone, audience and intimate conversation back-and-forth.
• James released three shows when the show went live and had at least 30 shows recorded. He likes to be 6-8 weeks ahead of schedule.
• Then plan was to go to two shows per week after 6 months and now does 8-10 shows per month.
• As you learn you will get better guests, become a better

Show Stats

• The podcast is just under 4,000 lifetime downloads in one year.

Sound

• The way you sound is out there in perpetuity so spend at least $50 on a quality microphone.
• Send .WAV files rather than.mp3 when sending files to hosts.
• Start on a higher platform and the output will sound much better on  compressed generations.

Guest Relations

• Every podcast guest has a dedicated blog post on the website, which includes their bio and links.    
• Tweetable links of guest quotes are sent out in order to encourage them to send to their mailing lists and promote to their audience.
• James gives each guest an autographed CD with a thank you note.
• There are at least 5 different follow-ups after the guest is on the show.

Subscribe to the show in iTunes or Stitcher Radio!

The music in today's episode was written by The Danger Os and produced by Nick Palmer. Check them out at https://www.facebook.com/thedangerosmakemusic 

Links to Resources Mentioned

Dharmic Evolution Podcast 

On this episode of Rhodes to Success I interview Mike Saunders who helps position his clients as an authority in their niche. Mike is the host of the Business Innovators Radio Show, holds an MBA and is an adjunct professor. He says if you give him 60 minutes and 60 days he’ll get your book done and you will be an Amazon bestseller!  During the show we discuss positioning yourself as an authority, why you should considering writing a book for Amazon, and how to publish and interview-style book.

Main Questions Asked

• What has your MBA brought you that other entrepreneurs who didn’t go to business school?
• Why is it important for entrepreneurs to position themselves as an authority?

Key Lessons Learned

Positioning

• This is one of the 4 P’s of marketing and how you are perceived in the mind of your target audience.
• Most people don’t proactively position themselves; however, if you create the positioning you win the battle.

Positioning Yourself As an Authority

• You need to systematically and rapidly positioning yourself as a celebrity to your clientele and target market.
• Get the media talking about you, this can be via local media or podcasting and doesn’t necessarily have to be national.
• Post your ‘humble brag’ on social media.
• By appearing on shows you are providing yourself with authority positioning.
• The ultimate focus is to be an educator and advocate for your prospect and clients’ success. 

Create your Authority Position

• Google indexes content that is reputable.
• 87% of the time a prospect will Google instead of calling.
• You don’t have to make a video to put it on YouTube you an convert an MP3 to an MP4.  It can be a YouTube video of the audio.
• The more backlinks you have the more your site will rank on Google.
• A lot of podcasters do show notes, which is where the guest link back lives on the site.
• Just because you have done one guest post or podcast interview doesn’t mean you have completed the task and can check it off the list. It has to be consistent.

Self-Publishing on Amazon

• Getting your content into written word offers another level of authority that podcasting, videos and blogs don’t.
• The benefits of being an author include being invited to speak at conferences events.
• Experts close three times as many deals as sales people.
• Sales people have brochures and experts have books.
• You won’t get paid for writing the book but because you wrote the book.
• Think of one problem and one solution for your target audience.
• People throw away business cards and brochures but not books as they have significant shelf life.
• Amazon allows you to self publish your own book and buy small numbers at a time. The cost of self-publishing can be $3-4 each so is affordable to hand out to potential clients.

Interview Style Book

• The audio from an interview is transcribed and edited to create an interview-style book.
• Mike says if you give him 60 minutes and 60 days he’ll get your book done and you will be an Amazon bestseller. 
• Once you publish the book you have to build the business behind it

Positioning Yourself as an Expert

• Make sure you know the FAQ as well as the ‘should ask’ questions.

Subscribe to the show in iTunes or Stitcher Radio!

The music in today's episode was written by The Danger Os and produced by Nick Palmer. Check them out at https://www.facebook.com/thedangerosmakemusic 

Links to Resources Mentioned

Business Innovators Radio Show

Rev

Marketing Huddle

On this episode of Rhodes to Success, I interview Frank Klesitz, who is an entrepreneur, investor, and co-founder of Vyral Marketing. The video marketing firm helps entrepreneurial professionals in all industries increase client generation and retention with education-based video marketing. Viral marketing helps hundreds of professional clients worldwide publish over 800 client videos a month and 4 million client emails per year. Frank’s methods are directly responsible for generating more than $10M of additional client revenue, commission, and billable hours since 2009. During the show, we discuss the 33 Touch Concept, balancing new clients and client retention, weekly client phone calls and getting people to sign up, and setting clear expectations.

Main Questions Asked:

• Talk about your wealth expertise.
• How do record via webcam and help people with lighting?
• How did you take your business from zero to 60 employees?
• How do you balance brining in new clients with client retention?
• How are you getting people to sign up to your service?
• How do you handle setting clear expectations?

Key Lessons Learned:

Reconnect with Your Database by Using Content

• The 33 touch concept is touching your database 33 times per year with something of value, which works out to be every 10 days.
• It’s important to be the marketer of what you do and not just the doer of what you do.

Vyral Videos

• Vyral Skypes clients and does interviews on a webcam in order to create two videos per month.
• The video quality you get on a webcam looks pretty great. The only issue is the audio, but it can be fixed with an external microphone.
• Vyral is able to see the client by doing a Join Me session so they can see the screen.
• The best topics are 2-3 minutes and are Q&A’s based on the most common questions people have been asking you.

Growing the Vyral Business

• The concept of custom work is difficult to scale, so Frank created one system and one plan with a one-time, up-front fee and ongoing monthly fee.
• Retaining a client is more profitable than bringing in new clients.

New Clients

• New client generation is your retention. 
• This needs to be number one on your list as a business owner.
• You can’t control what clients are supposed to do, such as if they pay on time or want to continue the service.
• You can never take your eye off the ball when it comes to searching for new clients.

Client Retention

• The number one thing you can do for client retention is to make sure your clients get a phone call every single week.
• If you focus on weekly communication, it tends to fix most problems from a retention standpoint.
• When you start getting things done through others, you have to start leveraging yourself.

Meetings

• The only way to ensure the quality of the communication is by training and meeting with your people to go over the issues of communication on what you are dealing with.
• Fonality allows Frank to listen to any live calls.

Getting People to Sign Up

• Frank attends top conferences, and finds the people in the profession who are being put on stage and marketed as the most successful people in the profession.
• The goal is to get the influencers of the profession as clients by doing whatever it takes.
• Once they have the influencer on board, they market it back to everyone in the profession.
• In order to get creditability, you have to get clients that people want to become.

Setting Clear Expectations

• The most important call is the ‘expectations call.’
• There are 40-50 things that are said in this call, which is a step-by-step recorded call.

Subscribe to the show in iTunes or Stitcher Radio!

The music in today's episode was written by The Danger Os and produced by Nick Palmer. Check them out at https://www.facebook.com/thedangerosmakemusic 

Links to Resources Mentioned

Vyral Maarketing

The Rockefeller Habits

Fonality

On this episode of Rhodes to Success, I interview John Dwyer, who is an expert in direct response marketing. John is the host of Sales for Profit, which shows people how to use direct response marketing in advertising to ensure everything is measurable. His WOW Attraction Formula has been responsible for attracting more than $15B in sales, and the strategy has been deployed across 27,000 businesses. During the show, we discuss direct response marketing, 5 components of the client attraction system, wow factor, and the secret behind repetitive trade.

Main Questions Asked:

• What is direct response marketing?
• What is a wow factor?
• How would you recommend an online business enact repetitive trade?

Key Lessons Learned:

• Businesses often do what they believe is brand-building, but doesn’t actually put money in the bank.
• Direct response marketing doesn't have to be looked upon to be the poor cousin of advertising.

Stop Using Price to Attract Customers

• Don’t sell on price; sell on value.
• Constantly having sales and half-price specials is unsustainable.
• You need to attract customers who spend more and stay longer.

5 Components of the Client Attraction System

1. Identify your most profitable target audience.

• Be specific: A woman, 25-34, with 2 children, working a white-collar job, and living in an upper-class suburb.

2. Create a wow factor to take people’s eyes off the price.

3. Problem solution advertising.

• Provide them with a problem, aggravate the problem, and offer the solution.
• People will pay to get rid of pain in place of getting pleasure.

4. Fix your website.

• How to be different online and have all the website components on your homepage that your competitors don't.
• Go to a marketing expert to get your site designed.
• On the homepage, have a big headline that is a problem solution headline.
• Include a welcome video and tell people what you will do for them.
• Offer a free download and have an opt-in to collect data.
• Have video testimonials of people telling other people how good you are.

5. Repetitive Trade.

• This is about getting clients to return over and over again and become raving fans.
• Pull people into a loyalty program or reward scheme so people will come back and frequent your business online or offline on a more regular basis.

The Wow Factor

• This comes down to the theater of the offer.
• This is something your clients want that would motivate them to want to stay with you.

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The music in today's episode was written by The Danger Os and produced by Nick Palmer. Check them out at https://www.facebook.com/thedangerosmakemusic 

Links to Resources Mentioned

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