More than a Few Words

I've been podcasting for a long time, but if I had to classify my podcast, it's an enjoyable hobby. However, there are ways to make money with your podcast, and that's what I talked with Darren Saul about.

Here are some key takeaways from the conversation

Sponsorship Opportunities:  Podcasts don't need to have thousands of episodes to attract sponsors. Even from the beginning, podcasters can approach companies aligned with their content to collaborate. This approach can lead to mutually beneficial partnerships where both parties promote each other.

Premium Content: Offer exclusive, premium content that listeners have to pay for. While the main podcast episodes remain free, additional in-depth content, resources, or even behind-the-scenes access can be monetized through platforms like Patreon or a subscription model on the podcast's website.  The key is deciding what information to give away, and what to put behind the paywall 

Consulting and Coaching: As podcasters build their audience and establish themselves as authorities in their field, they can leverage this position to offer consulting, coaching, workshops, and even keynote speaking. This not only generates revenue but also enhances their credibility and brand.

About Darren

Darren Saul is a Serial Podcaster, Strategist, Trainer, Coach, Keynote Speaker and Student of Human Attention.

Discover other episodes and more:  https://morethanafewwords.com/avoid-fomo

Connect with Lorraine on LinkedIn

As small business owners, we work so hard to find each client. We nurture them through a sales process and then they sign on the dotted line and we start doing business with them. Often, once we have closed the sale, we turn our marketing attention to the next prospect, and the next and the next. 

Back in 2017 I had a conversation with Nick Cavarra,  who argued that was a huge mistake.  Why? Because the people who already know you are significantly easier to market to than a group of strangers. 

Make it personal. Remember, even in business-to-business transactions you are dealing with people. So use follow-up activities to interact personally. One of my favorite tips from our conversation was to take a picture of the person and include it in a follow-up note. Particularly if you deal with a younger consumer, they are unlikely to print photos on a regular basis, so your note or card will hang around. 

Segment your list. Odds are your customers are not just one large homogenous group. Take the time to segment your list based on their interests, hobbies or the products they use. Don’t send messages about dog food to cat owners, or invitations to a beef barbecue to a vegetarian. Sure this takes work, but the payoff comes when customers who feel valued come back time and time again. 

Send something tangible. If it takes 6 – 7 interactions to make an impression, it helps to switch them up. Send an email, but also call and occasionally send something in print. It is easy to dash off an email, but it is also easy to delete it as soon as it arrives and forget the message just a moment or two later. But printed information, a card, a note or a brochure, is likely to be kept around a bit longer. Just the act of opening the envelope engages your customer with the contents of the message.  Also, there is the perception that mailing a letter took more time than dashing off an email (and it does). Time is a precious commodity and people are impressed when they think you took extra time.   

Discover other episodes and more:  https://morethanafewwords.com/avoid-fomo

Connect with Lorraine on LinkedIn

Recently, I had to clean out all of my closets because we were replacing the flooring. The process was interesting because buried deep in those closets were things I hadn't used or thought about in years. And quite frankly, I hadn't missed.

Every now and then I ran across something that made me stop and say, "Wow, that's really cool, I should use that again. And it made  me thin about my marketing.

When you look at all of the different things you've done over the years, you've got a marketing closet. From time to time, you need to take it all out and evaluate each piece. Is it still adding value? Is there something you forgot about that you used to do that worked really well? Are there things you just need to let go of?

If you haven't done it in awhile, it is time to clean out your marketing closet. And if you need a little help, give me a buzz. Set up an office hour and we can talk about what should be in your marketing closet. 

$38 Billion!  Yes that is billion with a "b".  That is the impact women have on the global economy.  If you want a piece of that market, you need to learn how to connect with female consumers. Robyn Newton joined me for a conversation about selling to women.  Here are the key points from the conversation:

Women as Powerful Consumers: Women control over 85% of purchases in the U.S., making them a key demographic for businesses to understand and cater to. They are not just the shoppers but also major influencers in the purchasing process.

Understanding What Women Care About: Brands need to understand the specific values and concerns that resonate with women, such as family, health, mental well-being, the environment, inclusion, and safety. A brand's message should authentically reflect these priorities to connect effectively with female consumers.

Avoiding Common Mistakes: Many businesses fail to consider women's unique buying habits and preferences, often making them feel overlooked or undervalued. It's crucial for companies to acknowledge and respect women's purchasing power and preferences, avoiding outdated stereotypes and practices.

Successful Brand Examples: Robin highlights brands like Subaru and Bumble, which have successfully integrated values important to women, such as safety, inclusion, and empowerment, into their marketing strategies. These brands have built strong connections with female consumers by aligning with their values and needs.

Personal Connection and Storytelling: Integrating women's stories into marketing and showcasing the people behind the brand can create a more personal and relatable connection with consumers. Women are more likely to engage with brands that celebrate and uplift other women, creating a sense of community and trust.

In this episode from my archive, Merit Kahn explains how you can transform any sales conversation with four simple words : 

Shift from Selling to Selection: To be selected as the right solution focus on guiding potential customers through their decision-making process rather than pushing a sale.

The Power of "Are You Open To?": These four words help you figure out if the prospect is open to hearing new ideas and reduces resistance, making the conversation more collaborative.

Self-Reflection and Openness: The sales process is about you as well.  Are open to new possibilities. This mindset can positively influence how you present your solutions and connect with others.

Inclusive Decision-Making: This approach makes the customer feel in control. Instead of forcing decisions, asking questions like "What would you like me to do now?" allows the customer to guide the next steps, creating a more comfortable and empowered experience.

There are three questions you need to answer before you launch your next marketing campaign. The questions are simple, but the answers may not be.

Who is your customer? Too often, business owners try to go really broad as they define their target. If you want to create an effective marketing campaign, narrow in on a specific niche. You can always target a different audience with your next campaign.

Who is your competitor? This is not a time to puff up your chest and say, I don't have any competitors because you do. And sometimes they don't even do exactly what you do, but they're competing for your customer's attention and cash.

What is it that you want to accomplish with this campaign? I know you want to sell more, but do you want to sell more of a specific product? Do you want to sell more high-priced products? Are you trying to attract new customers or get your old ones to come back time and time again? 

Each of those objectives will lead you down a path to a very different campaign. So before you start working on your next marketing campaign, think about those three questions.

And if you need help with the answers, go ahead and set up an office hour appointment with me

Donna Peterson, CEO of World Innovators and I chatted , about the importance of growing and maintaining a high-quality email list. Here are a few key takeaways:

Quality Over Quantity: Donna emphasizes that when it comes to email lists, having a smaller, highly-targeted list is much more effective than a large, unfocused one. A clean and updated list ensures that your messages are reaching the right audience, which can significantly improve engagement rates.

Know Your Audience: Understanding your audience goes beyond just their job titles or industries. It's about knowing where they prefer to receive their content and what types of messaging resonate with them. This insight helps tailor your communication strategies for better results.

Creative Engagement: Donna highlights the effectiveness of unique approaches like LinkedIn Live series to attract new subscribers. By offering valuable, easy-to-digest content, businesses can provide high perceived value without demanding a large time commitment from their audience.

Cross-Promotion and Authority by Association: Collaborating with other entities that serve your target market can be a powerful way to grow your list. Using lists from industry-specific publishers can also lend credibility and ensure compliance, as these sources have already vetted their audiences.

Consistency and Accountability: Regular engagement with your audience, whether through frequent meetings or consistent content delivery, helps maintain interest and accountability, encouraging ongoing interaction and growth.

Look for More than a Few Words, a Marketing Conversation for Business Owners wherever you listen to podcasts https://morethanafewwords.com

Would you like to be a guest on a podcast?  If so, you want to pay attention to what Kelly Mosser has to say about pitches.

The biggest mistake most potential guest make is the emphasis of the pitch. The message boils down to “I want airtime on your show. Here’s why I deserve it. Here’s why you should give it to me.” This one-sided approach misses the key detail that podcasts are a business collaboration.  When you focus on what you can get, and what the audience might take away, the host and the show are kind of forgotten. Put yourself in the shoes of the host. Why would they want someone on their show who doesn’t care about them.

If you understand you are entering a business partnership with the host together it is easier to think about how can you help the host achieve his/her goals. Then you need to explain what you bring to the audience.  When you start with that approach  you are much more likely to be invited to be a guest on the show.

Every woman has that little black dress in her wardrobe. Classic in design it is not too trendy and not too stodgy.  It is incredibly versatile. With the right accessories, jackets, scarves or cool shoes it is perfect for every occasion, year in and year out. 

And every smart marketer knows that email is their little black dress. It goes well with all of the other elements in your marketing wardrobe. From the hottest marketing trend to the most basic marketing campaign, email makes all your other marketing more effective. 

Updating your website? Promote it on email. Building your social community? Reconnect with your audience through email.

As you’re planning your marketing wardrobe for next season, don’t forget email, your little black marketing dress. 

I enjoyed chatting with Jackson Calame about the importance of having a clear vision for your business. Here are some key takeaways:

Vision Beyond Profits: Jackson emphasizes that a business vision should go beyond just making profits. He talks about creating a balance between personal well-being and professional success and highlights his mission to bridge the economic gap between North and South America.

Thriving vs. Surviving: Jackson distinguishes between a survival mentality and a thriving mentality. Instead of just reacting to problems, thriving involves focusing on solutions and being your best self to achieve the best results.

Power Branding: Becoming a market leader, or a "power brand," isn't about being better than others but about being the best version of yourself. Jackson shares the importance of having a strong support system, much like Batman has Alfred, to handle the technical details and allow business owners to focus on their strengths.

Tools and Mechanics: He advises entrepreneurs to focus less on the specific tools and more on finding the right experts to help build their brand. It's about having the right team in place to support and elevate the business.

Language and Mindset: The language we use shapes our mindset. Jackson and Lorraine discuss the power of words and how shifting from controlling language to more empowering language can improve relationships and business outcomes.

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