In this post, Claudia Garbutt explains how to use your podcast as a strategic tool for growing your business by going from the best-kept secret to the go-to expert in your industry. You’ll learn how to use your podcast to create instant authority, increased visibility, and a continuous supply of qualified leads!
WATCH THE VIDEO VERSION OF THIS BLOG POST/PODCAST EPISODE:
Read The Blog Post: How to Utilize Podcasts To Sell Your High Ticket Offers
Are you a high-ticket coach expert or a service-based entrepreneur who is ready to grow to multiple six and seven figures and beyond? Are you sick and tired of the feast or famine cycles of inconsistent sales?
Maybe you hate the fact that to grow your business, you have to spend more and more of your precious time marketing your business—which leaves you with less time to actually help your clients.
***This post is a transcription of one of the talks from our PodPros Quarterly Virtual events.
I’m going to share how you can use your podcast to create a continuous stream of warm leads for your high-ticket offers. I’ll also talk about how you can monetize your show straight from the start without ads and without having to grow a large audience first.
Why Traditional Marketing Strategies Are No Longer Sufficient
What are the chances you’ve had someone say that content marketing and selling on social media is the best way to sell your high-ticket offers?
Maybe you even created your own Facebook group and have been doing one live launch after the other.
Sadly, those methods don’t work as well as they used to. In fact, I once worked with a sales coach who told me to reach out to 150 new people on social media each day and either get them into my Facebook group or directly on sales calls.
As you can probably imagine, that was really exhausting. And more importantly, it wasn’t how I wanted to spend my days. I don’t buy into the constant hustle mentality anymore. It’s not that I shy away from hard work or that I’m not disciplined enough to follow a strategy like that.
Why I Advocate For A Different Path
Back when I was still working at university, I used to work 60 to 70 hours a week. I grew up believing that I have to work very hard to achieve my goals and make a living. That’s what I did for a long time.
Want to know where it got me?
I finished my studies in the top 10%. I got scholarships and all the outer success, But I also got burnout, depression, panic attacks, and cancer. When I was 28 years old, I got diagnosed with leukemia and my life almost ended.
There had to be another way to live your life with more joy, fulfillment, alignment and ease.
If you have all the degrees, accolades, money and recognition, but you don’t enjoy your life, are you really successful?
So I slowly shifted my thinking from asking myself, “What else can I do to achieve my goals?” to “What can I stop doing and still achieve my goals?”
Another great question, “What would this look like if it were easy?”
This is such an important mindset shift. If you just keep asking yourself what else you can do to achieve your goals, it will just result in never-ending to-do lists and more hassle.
However, if you shift your thinking, you’ll find simple, elegant solutions that allow you to create more space in your life to do all the things that you want to do.
A 4 Million Dollars Podcast
So the same sales coach who taught me to reach out to 150 new people each day also suggested that I start my own podcast. I immediately rejected the idea because all I could see was more hustle and content to create.
One thing I teach my clients as a mindset coach is:
It doesn’t matter what you look at; it matters what you see.
At first, I did not see the huge potential in podcasting. I only saw it as another content distribution channel. That was until I talked to a friend of mine.
She was a high-ticket business coach who had recently started her brand new podcast and had already managed to bring in over 4 million dollars in sales!
It’s true that she already had a decent-sized following (in the tens of thousands). Still, it was nowhere near the likes of Tim Ferriss or Jordan Harbinger, who have millions of followers.
Her audience wasn’t big enough to immediately make that kind of money by selling ads, sponsorships, or doing affiliate marketing.
That’s when I realized how powerful podcasting could be for growing my business. It was much more than just another content distribution channel.
I needed an answer: “What was she doing differently that allowed her to monetize her show straight from the start?”
Traditional wisdom says that you need years of hard work, dedication, and consistency to grow a large audience that you can then market to.
Even then, you might never make a decent amount of money from your show.
But what if there was a way to make podcasting easy, fun, and lucrative at the same time? That’s exactly what I wanted to figure out. So I asked my business coach friend how she had been able to pull this off.
How Podcasting Became My Way Out
This is what she said.
You don’t sell to your listeners. You sell to your guests.
Immediately, it all started to make so much sense. When you’re selling high tickets, what do you need? For your potential client to know, like, and trust you!
While you can get away with automating your sales processes for your low and medium-ticket offers, selling high-ticket offers is so much more personal.
You have to lead with value and create a genuine relationship first.
Naturally, that leads to the next question. What’s the easiest way to lead with value and create a genuine relationship?
It’s surprisingly simple—a podcast interview.
From a behavioral psychology point of view, when you invite someone to be a guest on your show, you’re giving them an increase in status and authority.
You are helping them fulfill their desire to be seen as the leading expert and share their expertise and message with more people.
Leading with value is not difficult if your show is positioned well and set up professionally. All that’s left for you is to create an exceptional interview experience and use it as a basis for a continuous and genuine relationship.
Here’s one critical point to always take note of:
You should never go into an interview with the mindset or expectations that you’ll sell to your guests on your show.
You don’t want your interview to turn into a sales pitch! That’s not what your guests signed up for, and it does not create a good experience for them.
Instead, prepare your interviews with the intention of creating the best possible experience for everyone.
When I prepare interviews for my show, I always ask myself two questions:
- How can I make this the best experience for my guests?
- How can I deliver the most value to my listeners?
This creates these win-win situations for everyone! Remember, your podcast is not your sales tool, but it can be your relationship-building and content-creation tool.
How To Leverage Your Podcast For Business Revenue
Your podcast allows you to get direct access to those busy, high-level potential clients you would otherwise not be able to reach.
Once the connection is there, it’s really up to you to deliver great value and an exceptional experience. This is the first step toward building a genuine relationship.
Please note that if you want your show to support your business, you need to have the right podcast concept and strategy. Ensure you’re clear on your messaging, positioning, and target audience. All those puzzle pieces need to be aligned.
This might feel overwhelming at first, but it’s way less intimidating than it sounds. What if you’ve already started your show, and it does not support your business right now? Then you might need to go back and rethink what you’ve been doing so far. Yes, that might mean tweaking your show concept.
I’m not going to lie to you. It’s a lot easier to set it up right before you launch your show than it is to tweak it and turn it around later on.
That doesn’t mean it can’t be done. Worst-case scenario, you start a new show. Now that you can see the vast potential podcasting offers for your business, maybe the idea of launching a new show doesn’t sound that bad.
As Alex Sanfilippo, the founder of PodPros, often says, sometimes we just need to let go of the good to make room for the great.
Starting from scratch can have tremendous benefits and help you become the go-to expert in your industry by launching your new show straight into the top 10 charts.
That’s how I did it. We all know that experts write books to increase their authority in their field by becoming best-selling authors. It’s social proof.
Podcasting is even more powerful. If you launch a top 10 podcast, it gives you that instant authority factor and social proof. You don’t have to spend months or years writing and publishing that book, only to wait for your potential clients to discover your bestseller and then look for time to read it.
Podcasting allows you to be more proactive and get direct access to those potential clients. I recently talked with a super successful, ultra-high-ticket business mentor who helps her clients sell packages for $25K and more.
She told me, “All you need to sell confidentially at these price points are expert positioning, the right message, the right offer to market fit, and a way to build relationships with your potential clients.”
Ask yourself, “How can my podcast support my business right now?” “How can you make it more fun and less of a chore?”
When you start approaching your podcast in this way, it becomes a powerful tool for business growth.
It can be your golden ticket that allows you to leave behind all that social media hustle, constant outreach, and worry about creating new content.
If done right, your show will attract the right kind of people, who then become the main pillar of your content creation.
The idea I’d like you to take away from today is that your podcast is not just another way to put content out there. It can be so much more than just another content distribution channel.
If you’re a high-ticket coach or service-based entrepreneur who wants to lead with value and create a non-sleazy sales system, give podcasting a chance.
If you set your podcast upright, you can monetize it straight from the start. You don’t have to hope and pray that someday your show will grow big enough or popular enough for you to monetize it via ads or sponsorships. Let your podcast do the heavy lifting of lead generation and content creation for you.
About Claudia Garbutt
Claudia Garbutt is a molecular biologist turned mindset & high-performance coach who helps ambitious, mission-driven entrepreneurs ditch the hustle, overwhelm & busy work so that they can show up as authentic & confident leaders, grow their businesses to multiple 6- and 7-figures, and beyond, and build their legacy. She’s also the host of the Top 10 entrepreneurship podcast, the “Wired For Success Podcast” where she talks about all things science, self-development & entrepreneurship that help business owners to get to that next level of success in their life and business. After experiencing the power of podcasting firsthand, she now also teaches other high-ticket coaches & service-based entrepreneurs how to go from best-kept secret to go-to expert by launching their own successful Top10 podcast that they can monetize from the get-go without having to grow a big audience first.