The Story Selling Podcast

Running ads to promote your own business can feel like a scary and exciting emotional rollercoaster. It's easy to get down when results don't go your way, when in fact you may be one variable away from success. (Most advertisers go big too fast, and then give up too soon).

On this episode, I explore how to nurture a detached 'Stoic' outlook to managing your ads in a persistent way. Listen now as I discuss:

• The Stoic mindset
• Persistence
• Risk (correct budget management)

Every business needs at least one source of consistent good quality leads. That source could be online or off, digital or analogue (i.e. in-person).

I've come to the assessment in recent years that EVERY business should have at least one paid advertising platform as part of your marketing approach. Even if it isn't your primary source of leads, running ads teaches you valuable lessons about your market, and incentivises you to develop robust marketing follow-up systems.

The "Big 3" players in the paid advertising space are Google, Meta and LinkedIn. On this episode, I explore how to identify the right platform for your business.

Discussion Points and Bullets:

1. Importance of a Consistent Source of Leads

- Necessity of at least one reliable lead generation method.

- Examples include digital marketing, SEO, referrals, and networking.

- Aim to generate one good lead per day.

2. Role of Paid Advertising in Marketing

- Paid ads provide an instant source of leads.

- Encourages attention to metrics and follow-up on leads.

- Helps in understanding market responses and refining other marketing strategies.

3. Primary Paid Advertising Platforms: The Big Three

- Introduction to choosing among Google, Facebook, and LinkedIn.

- Decision-making on focusing on one primary platform for simplicity and effectiveness.

4. Deep Dive into Each Platform

- **Google Ads:**

- Best for markets with active search behavior.

- Advantages of capturing leads with high purchase intent.

- **LinkedIn Ads:**

- Ideal for B2B service-based markets.

- Ability to target specific job roles and company details.

- Importance of nurturing leads over time.

- **Facebook Ads (Meta):**

- Recommended for B2C markets and interest-based targeting.

- Useful for reaching potential clients not currently in purchase mode.

5. Selecting the Right Primary Advertising Platform

- Criteria for choosing the best platform based on business type and target market.

- Discussion of when to focus on niche markets through specific keywords on Google.

- Exploration of social media for building potential client lists in non-active buying markets.

**6. Implementing and Managing Paid Advertising**

- Importance of focusing on one platform to manage complexity.

- Steps to set up and optimize campaigns on the chosen platform.

- Advice on setting a testing budget for advertising experiments.

**7. Long-term Strategic Planning for Lead Generation**

- Continuous need for lead generation and marketing effort.

- Using paid advertising to ensure a consistent influx of new leads.

- Planning and budget management for scaling successful advertising strategies.

Podcasting is perhaps the easiest way to communicate your knowledge to the world. Most business owners find it easier to talk than to write - at least on a consistent basis!   In this conversation, Rob Drummond and podcasting expert James Marriott explore the concept of 'purposeful podcasting'. If your work makes a real difference to the people you serve, then you'll want to listen to this episode!   Takeaways

• Having a platform, such as a podcast, is essential for communicating expertise and building trust.
• Purposeful podcasting involves creating podcasts with a clear goal and target audience in mind.
• Strategy and planning are crucial in podcasting to ensure effective communication and engagement.
• Audio quality plays a significant role in capturing and maintaining listeners' attention.
• Video podcasting requires additional considerations and resources, and may not be suitable for all podcasters.
• Voice and audio communication have a unique power to resonate with and engage listeners.
• Capturing and maintaining attention in a crowded media landscape is a challenge that requires compelling content and effective promotion. Creating concise content can help win in a marketplace by delivering the same message in a shorter time.
• Applying the RFM principle (Recency, Frequency, Money) to podcasting can help provide value to specific listeners and increase engagement.
• Releasing multiple episodes at the beginning of a podcast launch can help engage listeners and build trust.
• Measuring podcast success should focus on the right audience and specific goals, rather than just the number of listeners.
• Building a unique equation for success involves identifying the right audience, setting meaningful KPIs, and working towards specific outcomes.
• Inviting guests on a podcast can deepen relationships and provide networking opportunities.

Chapters   00:00The Importance of Having a Platform 07:15Defining Purposeful Podcasting 11:01The Importance of Strategy in Podcasting 14:05The Role of Audio Quality in Podcasting 21:10Considerations for Video Podcasting 25:33When to Consider Hiring a Podcast Studio 29:23The Distinction Between Audio and Video Podcasting 37:11The Power of Voice and Audio Communication 40:56The Challenge of Capturing and Maintaining Attention 44:20The Power of Concise Content 45:00Applying RFM Principle to Podcasting 45:41Engaging Listeners with Multiple Episodes 46:50The Benefits of Binge Culture 49:19Measuring Podcast Success Beyond Numbers 52:45Building a Unique Equation for Success 56:07Using Guests to Deepen Relationships

James's website: https://wearesoundmedia.com/

James's LinkedIn

'Editing' is everything you do between the finished draft and a published piece of copy. Editing will expand to fill all available space, if you let it. (If you're editing an AI-generated draft, your editing problems become MUCH worse!) The longer the piece, the more editing is required.

Last time I updated my Simple Story Selling book, I employed the services of Patty French to help me. Over a book you become (very) blind to your own mistakes. And while I'm a good editor, I'm not a professional. Patty is.

So in this conversation we have an in-depth discussion about the editing process, including the application and limitations of AI tools. If you have a lead magnet or book in the works, you'll want to listen to this one! We discuss:

• 00:00: The Issue of Proximity and Editing
• 02:01: The Importance of Professional Editing
• 08:39: Different Types of Editing
• 14:06: The Challenges of Converting Audio and Video into Written Content
• 17:58: The Role of Grammarly in Editing
• 21:28: Line Editing and Proofreading
• 24:08: The Importance of Coherence and Flow
• 28:35: The Impact of Rhythm and Accent on Writing
• 31:00: Top Editing Tips: Reduction, Clarity, and Flow
• 36:03: The Emergence of Prompt Editing in AI
• 38:08: Using ChatGPT as a Prompt Coach
• 38:47: Understanding the Limitations of AI
• 40:06: The Potential Impact of AI on the Writing World
• 41:18: Using AI to Generate Content
• 45:12: Adapting to the Changing Role of Humans in Writing
• 46:31: The Need for Judgment and Human Input
• 47:53: Separating Writing and Editing Processes
• 51:40: Using AI for Transcription and Editing

Links mentioned:

Grammarly
ChatGPT
Glasgow GPT
Castmagic

To get in touch with Patty please complete the contact form at https://storyselling.biz/contact/

I’ve been podcasting, on and off, for five years.

Podcasting is a weird form of self-therapy. If you’re an expert in your topic you want to talk about it, all the time.

But the more you podcast, the more you become conscious of audio quality. Yes, your listeners show up primarily for the content. But asking people to listen to rambling thoughts on a scratchy microphone will eventually drive people away.

On the latest episode of the Story Selling Podcast, I interview podcast editor Matt Bliss. I wanted to know:

• How good is good enough?
• How to find the right mic for your voice
• Efficient podcast editing workflow
• How to achieve good sound quality while avoiding perfectionism
• The impact of AI on editing
• Matt’s top 80/20 editing tips

If you run a podcast, webinars, or regular online events, this is a mandatory listen. Matt also edited this episode, so you may be interested in comparing the edited footage to the raw conversation (see the trailer below).

Links mentioned:

Matt's LinkedIn | website.

Processes are foundational to any successful system. If you find your marketing communications are sporadic or inconsistent, that in part can be a failure of process. 

A good process not only frees up your own time, it also absolves your staff (or remote team) of responsibility when things go wrong. If they followed the process, then blame the process!

I created a prolific set of processes when I ran an AdWords agency, however I've never fully replicated this with copywriting. However today's guest, Konrad Sanders, very much has. Listen in as we discuss:

• 03:28 Creation, analysis, implementation: optimizing, proofreading, checking, documenting.
• 07:58 Started freelance journey with creative copywriting blog.
• 10:35 Expertise in frameworks, methodologies, and processes fuel growth.
• 14:38 Methodology and processes go hand in hand.
• 17:29 Gemba Kaizen book inspired an Oopsie thread.
• 21:59 "How is more important than why"
• 24:25 Why and how differ in customer journey. Buying emotionally at first, then seeking tested methodology. Documentation for reassurance and improvement.
• 28:20 Documenting processes helps agencies define their proposition.
• 33:00 ChatGPT exploded, easy-to-use interface, collaborative AI.
• 34:30 Technology is an essential tool for creativity.
• 40:52 Using ChatGPT as research and validation tool.
• 42:10 Spitting out transcripts, emails, social posts, starting point for editing.
• 45:43 13 lenses: copy/content checklist of compelling, convincing, converting content. Goldfish lens prioritized, top of the spreadsheet.
• 48:35 Eye-friendly design crucial for reader engagement.

Links mentioned:

Download the 13 Lenses eBook

Konrad's LinkedIn | website.

Marketing as a discipline straddles both the artistic and scientific paradigms. On the one hand you’re crafting your message into various media, which is art. On the other you’re measuring, tracking and optimising.

The Lead Incubator sequence – the ‘welcome’ sequence you send to onboard new subscribers - is no different. In fact, there’s no reason why you shouldn’t split test your onboarding sequence. Besides your time there’s no additional media cost!

Listen now to learn:

• What metrics to optimise for
• Which variables to test, and in what order
• How many emails to include in your sequence
• The difference between micro and macro testing
• How to track your test results

Links mentioned:

Read my own Lead Incubator sequence | buy from Amazon

If you run an expertise-based service business, chances are you need to educate new potential clients when they enter your world. That 'education' could take various forms: social posts, webinar, book, email sequence, video.

Many of these things go hand in hand as part of a cohesive marketing strategy. But for me, email is still the best way to foster a relationship with new prospects based on know, like and trust.

In this episode I explain the latest iteration of my 'welcome email sequence' blueprint: The Lead Incubator. Read or listen now to learn:

• Why the first email sequence new prospects receive is critical to deliver a positive marketing ROI (across all channels and activity)
• How many emails to include (initially) in your sequence
• How often to email
• Where to place your calls to action
• How many calls to action to include
• How to drip your story efficiently and effectively across the sequence
• How to attract and keep the attention of your ideal clients (and ONLY your ideal clients!)
• How to share your own story, while also making each email pertinent to your reader

Links mentioned:

Read my own Lead Incubator sequence | buy from Amazon

Good storytelling communicates the core essence of who you are and what you can do for your clients. In short, we're showcasing and broadcasting your unique genius. But to broadcast your genius, you first have to be crystal clear on what that genius is.

Uncovering your genius by yourself is hard. We easily under-appreciate the value we really provide - a problem made worse by our education systems.

In this episode I explore ways to uncover your genius with repeat guest Aveline Clarke. Listen in as we discuss:

• Why there is gold in your lessons from the school of hard knocks!
• Why the matrix of Western living tends to obscure your genius
• Why your genius - when located - gives off a magnetic vibration for your ideal client
• Why you should write your story before telling it in video (hint: this is to do with co-creation)
• Why self-understanding lies at the core of empathy, and therefore trust
• How to accept who you are, right now, today
• The 'artistic' and 'entrepreneurial' framework to business
• How to sense there is a misalignment between you and your work… and how to fix it
• How comparing yourself to competitors can cause a misalignment
• The interplay between purpose and genius… and the role of intuition
• Why you are a leader - and why the world needs better leaders!

Links mentioned:

Aveline's LinkedIn | website | podcast. Her previous Story Selling Podcast episode on customer journey planning is here.

There is more scope for corporate expression than most people think; and this is especially true for brands! Your brand has a voice. It can tell a story. That story can be used to engage your ideal customer.

On this episode I interview brand storytelling expert Felice Ayling. Listen in as we discuss:

• Why the old style of marketing repetition isn’t working anymore
• Why your brand’s story should be oriented around your customers
• Why you’re the guide, mentor or catalyst
• Why story is essential if you don’t want to be perceived as a commodity
• Why it’s a brave step to tell your story (and why telling your story seems to run ‘against the grain’)
• How to test the impact of your story using A/B testing
• How storytelling can maximise marketing ROI (by eliminating waste)
• Why you should lean on your personality traits in your storytelling
• Why it’s essential to consider how your message will be perceived in the marketplace

Links mentioned:

Felice's LinkedIn | website