Just One Tip from Your Podcast Performance Coach

Here's a newsflash - creating a podcast costs time and often, money. It won't take long before you start thinking, 'I need to make some money here…'

If I had a dollar for every time someone asked me how to monetize their podcast (often before they've even started) I'd be rich… and I guess my podcast would be monetized.

Here's the hard truth, monetizing takes time. But, since so many of you have asked, I'm going to break it down for you over the next two episodes.

Before we can start talking about monetization strategies, we need to clarify which type of podcaster you are. There are two main types of podcasters - those who podcast for their business (podcasting = marketing) and those who podcast as a business (selling your audience to a sponsor).

In this episode, I'm talking to those business owners who are podcasting to draw attention to what they do and build their authority.

Here's how you monetize your podcast if you are a business owner. You don't! Your podcast is not how you make money, it's a tool for you to increase the money you make in your business by increasing your revenue. Hello, marketing.

Here's how it works. You create a podcast about your area of expertise and create content that you know your ideal customer will LOVE and lap up like a thirsty pup during a heatwave.

Then, in your podcast, you have a killer call to action that helps that thirsty audience connect with you, engage with you, and eventually buy from you.

And, because they know who you are (and pretty well too, since you're in their earballs every week), they like you (obviously, or they wouldn't keep listening) and they trust you (thanks to all of that great valuable information you keep sharing) they are going to happily sign up for whatever service or product you offer.

This kind of know/like/trust doesn't happen overnight so you do have to keep with it. And, you need a few more key things to make sure your audience is moving in the right direction (next stop: paying client).

Here are the podcast must-haves if you want to monetize (aka have it be an effective marketing tool):

1. Brand alignment (your podcast and your brand are on the same page)
2. Listener-centric podcasting (you have your ideal customer in mind every time you record)
3. Valuable content that will position you as trusted expert in your niche (and make you an authority)
4. Quality production that reflects the value you offer in your business.
5. Clear call to actions at the end of each podcast so that your listeners (aka potential customers) know what to do to work with you (cha-ching). Oh, and;
6. Don't try to double dip by bringing in a sponsor. It confuses the message and makes your audience feel frustrated and less important. If you want to build your authority make sure you keep your eye on the prize and don't get side-tracked with piddly little sponsorship deals.

For those of you who skip to the very end of my 5 minute episodes for the solid gold nuggets… 1) you're missing all the fun and 2) here's what you need to know to monetize your podcast - be intentional, serve your audience, be patient, help them take the next step with a solid call to action. And, don't treat them like a commodity… serve them and they'll think of you first the next time they need to buy the service or widget that you sell.

Still not clear on how to make money with your podcast? Book a free 15-minute coaching session with me and I'll walk you through the steps you need to be taking to turn your podcast from a time-vortex into a lead-generating machine.

Tune in to the next episode to find out how podcasting-as-a-business types can monetize their podcast.

Are you still producing one podcast at a time? Stop the madness!

Bulk producing can save you time and make your podcast more consistent.

If you've never heard of bulk producing before, it's simply creating your podcast in groups instead of one at a time. You know, like buying a month's worth of chicken wings at once or getting a month's worth of good-morning kisses in one makeout session. (update: my wife has just informed me that kisses are not an acceptable thing to optimize through bulking). Let's bring it back to creating your podcast.

If you release a podcast every week, then instead of writing, recording, editing, uploading and doing marketing each week, you would do a week's worth of producing in a few dedicated days a month.

While it may seem on the surface like this will all equal the same amount of time, it actually saves you time because you get into the zone of each activity and can say in the grove for longer.

If you have a show with a co-host or if you have an interview show, then this will require some co-ordinating. But, it will be worth it.

I've had several clients implement bulk producing and it does save them time but it also makes their show more consistent and well thought out.

One caution with bulk producing is that you have to make sure you have the vocal stamina to pull it off. If you have a long show or if your voice doesn't have good endurance, then you may not want to do an entire month of shows in a day. You can still buk produce twice a month and reap the benefits.

Listen to more 5-minute episodes, explore my resources and learn more about working with me at https://podcastperformancecoach.com/. You can even sign up to pick my brain for 15 minutes in my free coaching call. Click here to book a time.

Do you 'bang out' your podcasts? Don't be proud of it. It's not a good thing.

Banging out a podcast puts your performance as a podcaster at risk and it does not serve your listener. Remember, your listeners, the whole reason you do this podcast? They don't want your banged out crap!

Scheduling your podcast better is going to improve your podcast. I've heard this first hand with one of my clients who went from sounding scattered and uninterested to being a straight up baller. Yes, changing how you schedule your podcast can give you swagger and make the whole listening experience more valuable for your audience.

That's what you're trying to do, right? Serve your audience up so much gold that they think only of you when it comes to your area of expertise?

A lot of entrepreneurs make the mistake of treating the recording of their podcast is just another task. They squeeze it in between meetings and then their head is not in the game. Or, they cram it into their weekend or evening when they can't control the audio-environment and then what you, as a listener, get is the fourth take and the only take where nobody banged a pot or screamed in the middle of it.

Here are a few things you should take into consideration when scheduling your podcast recording session:

• Time of Day

What time of day are you at YOUR best? Are you a morning person or a night owl? Are you more energetic after a meal or before? Pick the time of day that will put your best energy behind the mic.

• Distractions

We all have them so pick a time when you have the least of them or you can control them. This means not scheduling your recording session during your office's happy hour or when your partner is cooking dinner and the kids are only partially supervised and prone to screaming. It also means picking a time when your phone is less likely to go off and distract you.

• Buffer Time

Trying to record directly after a big meeting or when you have another meeting coming up in 15 minutes means you'll feel rushed. Book a bit of time before and after or just book ample time for your recording session so you don't have to resort to 'banging it out!'

• Positive Mindset

Buffer time will also help you get into the right frame of mind for your podcast. I like to take a minute to review my script outline and think about my listener. I remind myself how important this time is because if I do it right, I'll be helping a business owner have a better podcast. That one thought helps me get into the right mindset.

• Dedicated Time

The above points may have given this away but you need to put recording your podcast into your calendar! Schedule it in and treat the appointment with reverence. This is an immovable time. Make sure everyone knows it too so they don't just 'pop their head in with a quick question' which will totally take you out of the game. You might even consider picking up an 'On Air' light so that people know you're taking it seriously (and so should they!). Here's one option. Here's another. Here's another.

• Bulk Record

If you're struggling to set aside time every week for your podcast recording session, you might find it easier to set aside one day per month. Recording all of your episodes at once requires stamina and some organization but in the end, it can really save you some time and give you a consistent sound to your podcast. Done right, moving to batching your podcasts can significantly improve your performance as a podcaster.

If you want your podcast to sound fantastic and you want to really connect with your audience, you need to do everything you can to perform at your best. It starts with scheduling time for a super-successful recording session that leaves you oozing with swagger.

Speaking of swagger, remember my client who went from sounding scattered and uninterested to straight up baller? There's one other thing she did besides scheduling her recording sessions better. She also got clear on who she was talking to, what information they needed from her, and why they needed it. In other words - she clarified her podcast message and mission.

She did that with the help of my Podcast Tune-up program. If you're podcasting for business and NOT seeing the ROI you'd hoped for, book a free 15-minute coaching call with me and I'll help you find the opportunity you're missing. And, if it's right for you, I'll tell you what it takes to work with me 1-on-1 as your podcast coach.

We'd won gold at the Music Festival but as we listened to the review of our performance, I was mortified. The memory of that moment still mortifies me to this day. (Click play to hear what almost cost me my highschool band-geek card)

*Metta Warning: The above story is the anecdote example I promised you last episode.*

So, too lazy to listen, eh. Fine, I'll spoil the fun and tell you that the whole point of the story is that when you DON'T PLAN trombone solos, things get messy and embarrassing and just, not good.

The same is true for podcasts. You can't just wing it. You need to have a plan going into each episode.

And don't give me that fooey about podcasters like Marc Maron and Joe Rogan not having a plan because:

1. You are not Marc Maron or Joe Rogan
2. They do plan
3. They've got years of experience making it sound like they don't have a plan and getting back to it when they expertly take a detour

At the very least, you should be able to answer this one question BEFORE you hit record:

What do you want your listener to get out of this episode?

Asking this question helps each episode have a point and it ensures that your listener is going to keep listening.

And a warning… if your answer is 'they get to hear an interesting and entertaining conversation.' [buzzer sound] Not good enough! Dig a little deeper. Care a little more.

Remember, you are not doing this podcast for you. You are doing it for your listener. Which is why you can't just wing it every episode.

I'm not saying you can't be spontaneous, or that you can't go off on an entertaining tangent - but keep your listener in mind (and what's in it for them) and bring it back to your plan.

This is ESPECIALLY important if you're podcasting to grow your authority, build your brand, and market your business.

Don't feel bad if you fall into the 'I just wing it' club. I talk to a lot of entrepreneurs and business owners who think that they can just hit record and start talking. When I connect with them during one of my Free 15-minute coaching calls, one of the first questions I ask is, "what does your listener get out of your show (or the show you want to create)?" It stumps a lot of people. And, answering that question changes the direction of their podcast for the better.

Don't plan to wing it, actually plan it.

Want to know what other questions I ask in my Free 15-Minute Coaching Call? Book at time right now and find out. Let's make sure you're on the right track or planning to start a podcast right.

Special thanks to Stephen Kepler for playing the role of 'Disappointed Adjudicator'. Check out his YouTube Channel (he was recently featured on John Krasinki's Some Good News) or on Twitter. And check out his podcast The Green Room Actors Podcast.

Are you shoving facts and figures down your listener's throat? Are you blathering on about yourself and failing to make a connection?

Stories to the rescue!

In my last episode I explained why stories are such a powerful way to connect with your listener on a deeper level and worm your way into their memories. If you haven't heard it yet, *spoiler: science.

Getting yourself and your podcast embedded in your listener's memory will help with recall and make you seem more like an authority on the subject. These are good things.

So, how do you use storytelling effectively in your podcast? There are probably a million ways. But, I promise you a 5-minute podcast so I've boiled it down to 4 key styles of storytelling that I have seen work really well in podcasting.

Here they are - 4 Storytelling Styles for Podcasting:

1. Simple and Short Success Stories

These stories are used as examples to make your point.

2. Belief Busting Stories

These personal accounts or stories from history that are used to disprove a belief that your listener might be holding on to. These are especially powerful in breaking through limiting beliefs.

3. Core Story

This is the feature story - the story upon which your whole episode is based. You're going to want to make sure there is a lot in it for the listener if you're going to spend all of your time on one story - think take-aways and revelations!

4. Analogy

Use a story people may or may not know (either from history or your experience) that seems to be unrelated to the topic but is ripe with symbolism. These can really trigger that creativity center and make your podcast really memorable.

Whichever style you use, make sure you bring it back to the reason people tune into your show. Unless your show is literally 'Storytime for Podcast Listeners', you can't just tell stories. You have to make them relevant to the WHY behind your show.

Not sure what that WHY is… I can help with that. Book a free 15-minute coaching call with me and we'll work it out.

And then, sometime in the future you can have a success story of your own that starts with 'Once upon a time, I called up this podcast coach…'

Click here to book a time in my calendar to start your story.

Gather round the campfire, podcasters, I have an f-bomb laced story for you.

Be honest, when you read that sentence, did you actually picture a campfire?

Of course you did, you're human. And, that's what we humans do. We use our memories to fill in the gaps that words leave. And, we've been doing it since caveman times. You know, like before we even had podcasts.

Speaking of the times before podcasts… and before Netflix and TV, there was only radio. Radio used to be the main form of communication and entertainment. Back then, actors performed radio plays which made plays or stories much more accessible to the masses. They used to refer to these radio plays as theatre for the mind. Nobody ever saw these actors, but everyone who listened could describe the characters to a T. The creative mind filled in the blanks.

And, people loved it. In fact, it was kind of like a rush.

You see, the brain actually releases dopamine when the Amygdala gets triggered - and you know what triggers the Amygdala? It's memories, emotion, and creativity (aka stories).

Are you starting to see where I'm heading with this?

Let me spell it out for you. Stories are good. People like stories. People get a rush from stories and those stories get locked into their brains. When stories get locked in, the storyteller does too. If you are the storyteller, dear podcaster, you've just wedged yourself into your listeners brain and they liked it.

Ta-daaaa!

Now, if you'd like to hear this in action… and hear a story positively laced with f-bombs, then click play and delight you amygdala.

Next week, I'll explain exactly how YOU can use stories effectively in your podcast - no matter what kind of podcast you have.

What's that you say, you don't have a podcast yet? Well, hit me up for a free 30-minute discovery call and I'll tell you the story all about how you crafted a perfect podcast to promote your business. Click here.

How did you picture podcastland before you started? Did you dream of being a magical podcaster who never makes any mistakes? Welcome to the real world.

Sure, all new podcasters know that they have a lot to learn (at least they should!) but most think that after a short time they will have learned what they needed and move on to making podcasts with ease with only pimple-sized bumps in the road.

If you've been podcasting for any amount of time, you know this is not true. And if you think that other podcasters have it easy and never face challenges, I'm here to tell you *buzzer sound* you are not alone!

In this episode, I invite you to play a little podcaster bingo with me. Let me list a few common ways we eff-up as podcasters and let's see who gets a bingo first.

Join in as we review the heart-stopping, I'm-going-to-quit, curse-inducing mistakes podcasters face.

If you're just starting out (or you haven't yet) this should be an eye-opener. If you've been at this for longer than a minute, this episode will hopefully remind you that as a podcaster, you're human. And, that's okay.

In fact, it's great because that's how we grow as podcasters!

So, whether you think you're perfect or you know you're a hot mess, this episode is your reality check.

Correct me if I'm wrong - after all, I can't sit here telling you that you can make mistakes if I can't make 'em too!

Ready to yell BINGO? Share your podcast oopsies with me. Click on the orange tab on the right handside of my website to leave me a voice message. https://podcastperformancecoach.com/

Did you ever test your dance moves using a broom? Make out with a pillow? Tryout your pickup lines in the mirror (finger guns and all)?

Rehearsing is a natural way to get ready for big steps in your life. So, why do so many newbie podcasters think they can turn on their mics and spew gold the first time.

I'll let you in on a little secret (hold on to your ego) YOU CAN'T. Nobody can.

There are a lot of steps to launching a podcast successfully (I outline 9 in my Concept to Casting program) and one of them is to REHEARSE.

If you've recorded 'episodes' of your podcast and you cringe when you listen back, or you've filed them neatly away and conveniently put off launching for a million other reasons (but know deep down it's because you sound like crap) - you're not alone!

Stepping up to the mic for the first time can be intimidating and may induce performance anxiety. We know how we want to sound in our heads but it doesn't quite come out like that.

Maybe you realize that you hate the sound of your own voice (so you try to put on a 'radio voice' and discover that it sounds fake and kinda hurts your throat). Maybe you're stumbling over what to say. Maybe you interviewed someone and talked all over them or just booted the interview around. Or, maybe you scripted it all out carefully and ended up sounding like a robot.

I've heard it all.

When I work with new podcasters in my Concept to Casting Podcast Launch Program, I get them to do what I call a 'barf session' or two. This is simply opening the mic and letting it all out. Just trying whatever. This really helps them get over the intimidation and get comfortable behind the mic.

After these sessions, we continue to rehearse until they find their voice, get competent with the technical side of things, and get to the point where they can focus on delivering gold to the listener. This can take many, many rehearsals!

This isn't just for solo shows. If you're planning on doing an interview show, make sure you rehearse interviewing with someone. If you have a co-host, practice together!

And if you can't tell whether your rehearsals are improving your performance, get a second set of ears on it.

The point is, not rehearsing is like trying to run before you can walk - chances are, you're going to fall flat on your face. And, so is your podcast.

Barf it out! You'll feel better, perform better and start your podcast sounding like someone people should listen to.

Want more help launching your podcast successfully? I work with entrepreneurs and business owners who want to grow their brand with an authority-building podcast. Step one is to connect with me for a free 15-minute call. Click here to get on my calendar.

Thanks to the pandemic, the audio-quality bar is lower than a limbo pole in a 1980's frat-house flick. Resist the urge to see how low you can go.

A lot of podcasters are having to make adjustments due to the lockdown and new social distancing rules. You might not be able to be in the same room as your co-host, have guests who don't have access to their gear, or be in a household that just doesn't get (or care about) the need for quiet when you're recording.

Add to that, broadcasters who are 'making due' with low quality, Zoom-based shows with the expectation that the audience will understand the limitations they have.

It's enough to make you accept 'good enough.'

Don't do it!

Demand more from yourself. Demand more for your audience. Afterall, didn't you start this podcast to build your authority and deliver golden treats to your listeners' ears? Of course you did - and right now, they need you more than ever. If you really want to rise above - don't succumb to the lowered standards!

If you are having to connect online for your audio recording, I share a few tips in this episode about how to get the best possible audio from the system, including:

1. The settings you should be using if you're recording on Zoom
2. Why shutting the hell up will help you avoid dropouts.
3. How hardwiring your internet connection can improve sound quality.
4. Coaching your guests to give you better audio (even if they have a crappy mic)
5. Why wearing headphones is not optional!
6. Options other than Zoom (since everyone and their cat is on this platform gobbling up the bandwidth). Look into Zencastr or Ringr if you don't mind losing the video connection, or check out my current fav, Squadcast which has video AND great quality audio.

I know a lot of you have a lot on your plate right now and you're thinking geeze Coach Tim, it's a miracle that I'm getting my podcast out at all and now you're telling me I have to care about my quality and my audience too?

Yes.

That's my job.

I'm here to remind you that your podcast plays an important role in your marketing by building your authority and connecting you with your audience. Don't eff it all up because you saw everyone else's standards slipping. This is your time to shine. It's your opportunity to be better than the rest. So, pandemic or no pandemic, give your listeners the best possible audio!

Not sure if you're pulling that off? I'll give it to you straight! Book a free 15-minute coaching call. Here's a link to my calendar.

ZENCASTR

RINGR

SQUADCAST

See ya!

I don't want to alarm you, but you might be letting your listeners down. They're not mad...just disappointed.

Promises, promises, promises. Your podcast should be built on them. Or, rather on one in particular. And that promise should be repeated like a pledge to your listeners in your intro every episode.

So, what does it take to perfect your promise? In this episode, I help you understand why you need a promise, what it should consist of (and what it shouldn't) and how staying committed to it will result in your podcast boosting your authority.

The first step is to determine what's going on with your promise right now. Does your current intro have a promise? Do you tell the listener how listening is going to help them? If you have a promise - assess it and if you don't have one GET ONE!

If your podcast is a marketing tool for your business (a way to increase your authority, expand your reach, and make sales easier) then you want your podcast promise to be aligned with your business. There's no point in promising to give listeners great ideas for date nights if you're a divorce lawyer… unless your ideas really suck.

When we work with clients to develop their podcast from scratch, we spend a lot of time talking about the promise. It has to encompass who your ideal listener is, why they're listening and what you want them to do after they listen.

And, it has to be wrapped up in a neat little sentence that you say in your intro. Every. Show.

But, watch out because you don't want to over-promise. You have to be able to deliver on your promise every time.

So, how do you get it just right?

Take a clue from your business. What problem do you solve? What transformation do you facilitate? What outcome do you help your clients achieve?

Chances are, your podcast offers up little pieces of these - small baby steps moving the listener toward that desired outcome.

That is what the listener will get out of listening. And that is how you can begin to structure your promise.

You can't just tell them what's in the show, you have to tell them what's in it for them. What will they get out of it?

You can't just promise to share insights or tips or inspiring conversations, you have to promise that listening will get them closer to that thing they want… that desired outcome, transformation or goal.

An exercise I share in this episode inspires you to keep digging until you fully understand what that is.

Your promise could (and should) impact the content of your show. If you want to be an authority figure in your niche, you have to deliver the goods to your listener every show.

If you're not doing that, then I think your show doesn't hold much promise.

Badumbum.

And, yes, your promise can change. If you are pivoting your show or just finessing it, make sure your promise reflects the new direction.

I just changed my promise to more closely align with my business as a coach (and podcast developer) and with the clientele that I want to work with.

My promise is to deliver one actionable tip so you can grow your authority as a podcaster and convert more sales with ease. I know that's what you want. It's what you need. And, I'm committed to delivering that every show and in my business.

If you'd like some help crafting your promise, book a free 15 minute coaching call with me. It'll be great. Promise!