The REAL reasons why you aren't getting clients from your podcast.
Hey Pod Pals!
This newsletter was lovingly curated (without the use of any AI) in real time on Thursday morning at 9:20am CST.
I had one of those nights where I woke up with millions of ideas racing through my mind at 3am. Do you ever get those?
I feel like this is probably common amongst us creative entrepreneur types...😉
I'm really excited about something new I'm officially launching on Monday.
📈 Today we are going to talk about a few things that are preventing you from turning your CONTENT into new CLIENTS.
A content creator hill I'm willing to die on is that leveraging your podcast to get new clients and sell your own products/services is a MUCH easier/shorter/less stressful path to monetization than trying to get sponsorships.
I know that I've convinced many of you to go this route and you've been trying to make it happen.
BUT, I've heard many of you saying that you just aren't getting many clients and/or new sales right now.
So I wanted to break down a list of FIVE reasons why this might be happening.
➡️ Reason #1: You don't have a Keyword + Identifying Term in the name of your show.
When I read the name of your show I need to see who it is for. I call this a keyword + identifying term.
These are highly searched keywords that also identify your audience members like:
👉 Real Estate Professionals
👉 Dentists
👉 Solopreneurs
👉 Personal Trainers
Example: If you have a podcast in the meditation/anti anxiety niche and your ideal listeners/clients are real estate agents your podcast should be named something like this:
👉 Meditation Tips for Real Estate Agents
➡️ Reason #2: You are doing too many interview episodes.
I feel like I've said this millions of times but I still see it happening!
If you primarily do interview episodes your audience sees you as the person that interviews experts....and not THE expert.
If you want to use your podcast to sell your programs and services I recommend you use my 2/3 Content Rule:
👉 2/3 of your episodes should feature YOU as the expert with solo and/or coaching episodes.
👉 1/3 of your episodes should be strategic interview content.
➡️ Reason #3: You have a billion CTA's in every episode.
If you want to leverage your podcast to get new clients you need to give them ONE SINGLE CTA per episode that moves them down that path.
👉 If you are selling something that costs more than $500 I recommend using a single CTA to a discovery call.
👉 If you are selling something that costs less than $500 I think you should use your single CTA for the thing you are selling.
➡️ Reason #4: You are inconsistent with your content release cadence.
If you want to make sales with your show you need to be CONSISTENT with your content release schedule.
Let's look at this from the standpoint of exposures.
We all know that people usually don't buy something the first time they hear about it...it's going to take a few exposures to the specific CTA.
So in a 12 week period you could either:
😢 Release episodes randomly...let's say 5-8 total.
OR
😎 Release 12 episodes in 12 weeks with the same CTA.
➡️ Reason #5: You are getting less than 100 downloads per episode.
If you have a smaller audience it's just harder to make sales.
If you look at a pretty standard 1-3% audience sales rate, if you have 100 members of your audience, that is only 1-3 sales.
I usually see my clients start to ramp up sales once we can grow their audience in that 500+ downloads per episode range.
I DO however see plenty of my clients crushing it with lower download numbers if they are leveraging my Podcast + Newsletter strategy.
So here's a little recipe to summarize the strategies that work:
Podcast SEO + Expert Positioning + Single CTA + Consistency + Audience Growth = more SALES.
📌 Last thing for today:
Next Tuesday, June 30th I'm hosting a free Content Collaboration Session.
This session is ideal for any podcasters that are either looking for guests or are looking to be a guest on other podcasts.
Talk to you next week!
Your Pod Pal,
Adam
⭐️ P.S. Here's the scoop on my podcast episode this week!
🎙️ Podcasting Business School EP 627: Newsletter vs YouTube. Where should podcasters spend their time?
In this episode I break down the Pro's and Con's of each strategy.
If you've been thinking about adding one of these to your audio podcasting strategy this is a MUST listen!