Christine Amerman 00:03
Welcome to podcast guesting for profit, where we bring you the secrets behind what it actually takes to be successful as a podcast guest without being sleazy or salesy. I'm your host, Christine McAllister,
Nicole Pettes 00:17
and I'm your co-host, Nicole Janton. Together, we're sharing the tips and strategies that we and our clients have used to generate seven figures from podcast guesting so that you can tap into the true power of podcast interviews.
Christine Amerman 00:30
Whether you're an entrepreneur who wants to grow your business, a podcaster who wants to grow your own show, or both. You're in the right place. Welcome to podcast guesting for profit. Welcome back to podcast guessing for profit. If you're new here. Welcome. We're so excited that you've discovered us. This is your invitation to follow and subscribe so that you never miss an episode. And if you're back, we are thrilled that you have joined us again. Today we're talking about unlocking more revenue opportunities through podcast guesting because, oh my gosh, is the tunnel vision real? This is something that almost everybody misses out on in a huge way when it comes to podcast guesting, we've literally talked with hundreds of entrepreneurs who struggle to make an ROI, a return on investment or create any kind of measurable revenue from their appearances on podcasts.
01:46
And
Christine Amerman 01:47
there's a whole other group of people who are missing out on so many opportunities, they're not even trying or aware of one way to make money as a podcast guest. So today, we want to create some possibility for you. This is intended to open your eyes to the myriad ways that you can monetize your podcast guest appearances, so that you can create more impact and income in your business and serve more people. Now we're going to be going through these really quickly. Buckle up, especially physically, if you are in a moving vehicle, buckle up, we're gonna be going through these quickly. But don't worry, we've got you stay tuned until the end. And one final word of introduction. In order for any of these to work, you need to have a clear strategy, a clear strategy that aligns with you your values, your business and your work. So our aim here is to open your eyes and get you thinking and dreaming about how these potentially might work for you. And know that behind each of them is a specific strategy that aligns with the business that each guest might have. So with that, Nicole, take us away. Let's dive in. Yeah, so
Nicole Pettes 03:12
the first way that you can make money as a podcast guest is actually just getting paid to be a podcast guest. Just like there's paid speakers out there. There are also paid podcast guests. Now, I do want to let you know that while this is the case, this is quite uncommon. And for the most part podcast, guests don't get paid to actually show up and record the interview. In fact, a lot of the time celebrities that you think might actually be paid guests are actually the ones who did the outreach to be on that podcast, because they understand the power of this reach on the platform. So we've even heard of some top podcast hosts to receive these pitches from celebrities, which is pretty cool. But don't worry, even without being paid to actually show up and record. There are dozens of other ways that you can make a massive ROI without actually being paid to be a guest.
Christine Amerman 04:04
That's right now that might be the most obvious one. What that means is it's the way that everybody else is thinking about it too. So let's talk about perhaps the biggest opportunity, which is to attract high ticket clients. Now. You may be thinking like of course I get in front of other people's audiences, right? Doesn't dozens, hundreds 1000s. Maybe even being a strategic guest who is one of the best that they've ever had not just showing up and assuming that because you are on a podcast, you are going to attract high ticket clients again, when you talk to people have the data points to prove that it is not the case to assume your conversational skills aren't going to be enough to get you on that podcast. So Danger, beware, if you've heard, you're a great guest, if you've heard, oh my gosh, like you're so great at conversation, you're so interesting. That doesn't mean this is automatically going to fall into place for you. So being on the right podcast showing up in the right way. And thirdly, having the podcast profit pipeline system in place to turn those listeners into warm leads for your High Ticket program, those things are all vital to attracting high ticket clients as a means of monetizing
05:38
podcast yesterday.
Nicole Pettes 05:41
Yeah, and just to build on this right, number three is actually having the hosts hire you. So it's not uncommon at all, for the podcast hosts themselves to then become a high ticket client, or maybe even hire you as a coach inside of their container. There are a myriad different ways that this could look with the host hiring you. But the only way that this is going to work is if you actually show up wanting to build that relationship, because without a relationship driven strategy, you're going to miss out on so many opportunities for revenue with that partnership with that relationship that you could build with the host. If you're just treating it like a transactional, you know, one off appearance to get in front of their audience.
Christine Amerman 06:22
Yes, exactly. And if you show up transactionally, you definitely aren't going to get this next one, which is the opportunity to receive shout outs and endorsements from hosts from hosts who might be influencers, from hosts who might be influencers within their niche, they have a lot of influence with their audience, and probably beyond through their own network, right, their friends, their friends, networks, all of those things. So by being a guest in and of itself, you are essentially getting an endorsement, a shout out for free, right, just by the nature of them inviting you onto their stage and their show. So many, many people pay all of the time, whether it's through ads, whether it's through placement, a lot of the things that we see in terms of like, I'm a member of this, you know, Forbes council for coaches, for example, that's a paid credibility, thing, yes, you might have to apply, yes, you might have to be invited. Also, you have to pay to be listed, right. So people are paying to be featured in front of people's audiences, all of the time, when you are on a podcast, you are getting a professionally produced media asset. And you're getting that brand name, you're getting that credibility, and you're getting shout outs from people with lots of followers for free, and showing up better, as your best self and potentially better than a lot of other people could mean that you would get additional shout outs. And we're not trying to be competitive here and like, beat somebody else. We are trying to bring Authenticity and connection and a value at the highest level to what we're doing. And that leads to endorsements. We've seen this. Clients have seen this over and over and over by those people that you follow. They're like, Oh my gosh, I can't believe we had a one on one conversation, number one. Number two, I can't believe you are sharing my work and you are giving me an endorsement that I can use over and over and over again. Just because I was such a great guest on your
08:48
show. Yeah,
Nicole Pettes 08:50
exactly. And that leads perfectly into number five, which is just increasing your credibility and authority. So being a podcast guest on established Podcasts can actually serve to enhance the credibility that you have, as well as the authority that you hold in your niche. Because now you get to go from being sort of a best kept secret to this go to expert more people get to know like and trust you right, you're getting in front of 1000s of more eyes than you would if you were only getting in front of your own audience. And also these are things that you can include on your website for example, which is number six, growing your as seen on banner. Because a lot of the time these appearances can actually be used to form a speaker reel to get future opportunities and all of that. So instead of perhaps paying to have a feature on Forbes, for example, or on these other places to increase your credibility and authority, you can do this through podcast guesting so those are two more ways for you.
09:49
Exactly.
Christine Amerman 09:51
Now, I want to make a clear connection that credibility authority your as seen on banner, your visibility in Google In the SEO world, right in podcast world, whether we're talking about Google or whether we're talking about what one of our clients calls the Google for high ticket coaches, Apple podcasts, right, being able to be found in SEO more quickly.
10:20
All of these things are
Christine Amerman 10:23
things that help move people down the pipeline or down the funnel toward working with you. So they do have $1 amount that can be placed on them, because they shorten the timeline toward people working with you, which of course allows you to serve more people and more quickly, and to grow and scale your business. So podcasts because of shownotes. And because of the way that they're designed, and because of how Google indexes them are wonderful for SEO. And what we have seen over and over is that podcast guesting is an incredible way to mitigate the risk. And often the low lead quality of online ads, whether you're talking about ads through meta, whether you're talking about ads through Google, either or both of those things can be wildly unpredictable. I've seen it up close, I used to run ads for my clients, I've run them for myself in the past. And the comparison of what this does, because it includes credibility and authority because it includes brand names, all of those things. Because it's a much longer touch point, you create a a warmer, much more high quality lead. And also expand your reach without having to pay for ads.
11:50
Yeah, that's a really great
Nicole Pettes 11:51
point. And I mean, it's not uncommon at all for people to go into the podcast app and search for a certain problem that they're facing or a certain solution that they want to have. So it's going to be really easy for them to find you on these podcast episodes. Now, number eight here is building your network. This is a huge opportunity for seeing ROI because podcast guesting is actually the most highly leveraged form of networking, you get to make connections with other big names, other influencers, in your space, in your niche, even in other areas that are related to your niche. And you get to grow your network of other influencers within your industry. So if you've ever wondered, you know, how do all these big names seem to know each other, and they're always supporting each other and you know, promoting each other. But all of those relationships, oftentimes just start from a simple conversation. And a podcast is a great platform to have these conversations because you're not just connecting super quick, shaking a hand maybe exchanging a business card at an event, for example, you're actually sitting down with the person for typically podcast interviews, or at least 10 minutes, right, usually more along the lines of 30 minutes to an hour, to have this long form conversation to really get to know the person on a deeper level and form a much more long term valuable relationship, which really, I mean, those are priceless relationships, they can lead to 1000s and 1000s of dollars for your business.
Christine Amerman 13:14
Oh, it's so true. And, you know, you may have heard something along the lines of like, pay to be in the room, right? Or who am I going to be in a room with every time I have been in a room where people have invested a lot of money to be there or have invested some some form of leverage or resources to be in the room. Gosh, those relationships turn out to be so so valuable and podcast guesting in and of itself, can open doors to exclusive communities, exclusive masterminds, whether you are invited to do a free training for paying clients on a host whether you are invited in as a colleague, whether you are referred to masterminds that could use your expertise, you name it, strategic partnerships, a lot of these things that would never happen from sliding into someone's DMS. Like I get those DMS all the time called DMS you probably do too, you can sniff them a mile away, right there copy and paste even if they copied and pasted and still typed in your name. Right? So wild, wild difference in the the type of relationship that you can have when you sit down and chat with somebody in depth for 30 minutes, versus essentially what you could do by swiping left or right on a dating app. Right? That's that's kind of the comparison that we're talking about here. It's that much contrast of the type of relationship that gets formed and so you want To be in inner circles, you want to be in people's masterminds, like start by being an incredible guest, and be open to those possibilities.
Nicole Pettes 15:13
Yeah, and I think you really hit the nail on the head there. Christine, when you said that a lot of these opportunities wouldn't have even come to you, if you hadn't have done that podcast guest appearance. And this next opportunity for revenue is getting invited to be featured on Summit. And in my experience, this has been something that I've had invitations to that I would have never received had, I have not had that conversation on a podcast, one summit actually comes to mind where the requirement was to have at least 3000 people on your email list. And I had zero people on my email list at the time. But because we had formed a high value relationship I got invited to be on and I grew my email list a lot just from that initial event, right. So you might get invited and accepted even if you don't meet the qualifications just because of those connections that you're able to form through this intimate medium of podcasting.
Christine Amerman 16:02
Exactly. Now, if you love podcasting, which you might or might imagine, because that's why you're listening here, then, being a great podcast guest is an incredible way to open yourself up to getting onto other quality podcasts without having to pitch. So again, that leverage, right, you can be invited to hosts, friends, hosts, colleagues, right, you can save time, you can save money, you can save these precious resources and have to pitch less, and land even better opportunities, that creates even more of these other these ways to monetize that we're talking about from these other appearances, it
16:57
is a ripple effect,
Christine Amerman 17:01
to to begin to show up and to strategically, like start with strategy in the beginning. Go into the clear picture, go in with a clear plan. And then you're ready as these other opportunities open up. Because they will because they will when you are networking in this
17:25
way. Yeah, and when you're
Nicole Pettes 17:29
networking in this way, as we've kind of touched on, right, you have this opportunity to get in front of dozens, hundreds 1000s even millions of people. So this is an opportunity for you to grow your own audience on social media, on your email list with qualified leads who are really interested in the work that you do. I mean, people pay lots of money to fill up their lists to even just buy followers on social media. But using podcasts guesting, you can start to get in front of these people who need to know about your work, and bring them into your world when you have that aligned strategy to bring those listeners into your community. So your social media, as you know, if you're an online business owner is an asset. And same with your email list too. So not only are you going to be growing this audience with leads, but you're also going to be actually further nurturing people who are already in those places. So sending your podcasts guest appearances to your email list promoting them on your social media. This gives the people who are already in your audience a chance to experience you in a longer format, and will make them convert into clients at a much faster level compared to somebody who maybe just joined your list off of a 32nd ad for example, and you know, already forget who you are by the time they receive your email.
18:45
So true. Oh, what about your own podcast?
Christine Amerman 18:51
Some of you listening, have your own podcast, and I don't think I've met a podcaster yet. Who doesn't want more listeners?
19:00
So if you haven't heard it before?
Christine Amerman 19:03
Oh, let me tell you that podcast guesting is the number one way to grow your own podcast the number one way I have learned that not only from John Lee Dumas of entrepreneurs on fire, also from many other folks that I have met in the podcasting industry. You can very easily bring listeners over from other podcasts or your guests into your podcast into your ecosystem. And guess what? You get to do this for free. You don't have to run ads on other people's podcasts, right? You can attract that aligned audience to your own podcast for free by giving them a taste of you on someone else's show. Another thing that I have seen work really, really well for me personally and for many other people to the point where I was asked to do the pod talk about it, which is the TED talk for the podcasting industry is to use podcasts guesting to sell your book, your low ticket items, maybe your membership, right? Many, many people listen to podcasts to find their next book to find their next, you know, low ticket investment as well of up for personal development or around a specific topic, right. So if you've got a book that you're getting ready to launch, this is a great way to contribute to that best seller, status or campaign that you might be running. And then also, I have seen specific examples where you can keep book sales steady for years on years after the book releases by continuing to promote it on podcast
20:59
as a guest. Yeah, that is so
Nicole Pettes 21:02
powerful, being able to sell some of those lower ticket items continue to provide more value to the listeners. And something else that can come out of these appearances is actually booking paid speaking gigs. So a lot of the time being a guest on podcast is this opportunity to showcase your speaking skills. And that can lead to future paid speaking engagements. Maybe somebody in the audience is looking for speakers for their next, you know, retreat, maybe the host themselves is actually looking for speakers, you could put these appearances to build your speaker reel and your as seen on banner on your website, for example, to build that credibility, like we talked about before, which is going to increase your chances of booking future paid speaking gigs. And overall, you're getting your name out there. So you're really becoming well known as an international public speaker. Podcasts are international, right? They reach multiple countries. So by being a podcast guest, you're getting your voice in front of international audiences. And this is just going to make you much more likely to book paid appearances on an in person stage, if that's a goal of yours down the line.
22:07
It's so true.
Christine Amerman 22:08
And I can tell you, my very first paid speaking gig was a virtual one that came as an invitation from a podcast host where I've been a guest. So I personally know that this works. In addition, if speaking is something that calls to you as it does to me, it's one of my favorite things to do. And by the way, it is a different skill set than being a guest. You can validate the content that you might want to take to speaking gigs or that you might want to take two potential future podcast guesting appearances, maybe TV shows whatever it is that you're wanting to do lives, you can validate the content by testing it as a podcast guest while it's still attracting people to you, right? So a lot of times people kind of throw gasoline on a fire that isn't even lit by like running ads or paid promo content or just throwing a bunch of spaghetti at the wall, a bunch of content spaghetti at the wall. None of it's converting, and we're wasting time or wasting money. Right? We haven't properly validated it yet. Do that in conversation, especially because there are I guarantee some of you listening who are the type of person who, when someone asks you a question, whether it's a client or a podcast host, you might do exactly what I do close your eyes, take a breath and like words come out. And they all make sense together. But if somebody asks you to repeat what you said, because they think it was brilliant, you have no idea what you just said, because you are in flow, you are super present. Or maybe you would identify that it's channeling or your genius coming out. Whatever words you would use to describe it. We see this all the time. And that's something I can definitely identify with. And so you get to bring your best
24:20
stuff out, and then learn what performs
Christine Amerman 24:23
what gets an amazing response from the host right? Go back and go, Okay, I can turn that into a post or whatever, right? This content that converts also gets to be tested, and you get to take the best of it and use it again, because that's working smarter, not harder.
24:43
And you can additionally
Christine Amerman 24:47
use this to test out content that maybe you aren't used to sharing on social media, right? You can use that 8020 rule to use what you know works. Use what you know has resonated and then allow yourself to test play around with experiment with 20% of it to see what else could potentially land.
Nicole Pettes 25:10
Yeah. And as Christine mentioned, this is going to save you so much time and money in testing out that contents that you're not, you know, paying for an ad to go out with a story that you don't even know converts. But it's also going to save you so much time from just sitting down at your content, calendar, whatever that looks like for you creating content each and every month, because you're able to repurpose those podcast appearances into various forms of content, maybe YouTube shorts, maybe blog posts, maybe LinkedIn posts, Facebook, all of that can come just from your podcast guesting appearances. So you can imagine if you spend a lot of time or even maybe if you have a content creator, a content manager who spends a lot of time this can save you a lot of money in your business, to stop creating these contents from scratch, and start using your podcast guest appearances as the center of your content creation. And we've found that you can get well over a month's worth of content from even just one appearance. There has been times that I have went back through Christine's podcast guest appearances to pull content for our content that we put out on social media. And I've only gotten halfway through the appearance and have 30 plus pieces of content. So just know if you're not tapping into this, you're missing out on a ton of possibility for ROI from your
Christine Amerman 26:29
podcast guesting. So true. And almost everybody is sitting on that goldmine. I don't know, very many people at all, who are who are properly using this. And this is why we're so passionate about about teaching it's possibility. In addition, having been in businesses, for online businesses for over 20 years, one of the things that people miss out on the most in this type of a business is what's called middle of funnel or your existing audiences who knows you, but they might not have bought from you yet, or they might not have bought high ticket, right? Using your podcast guest appearances in a number of ways, can deepen those connections with that existing audience. Whereas most people only think about getting in front of new audiences, right. So it can lead to more conversions from your existing audience, you can use it to re engage them, to give them a sense of your voice that they cannot get from social media, right to learn more about your story to learn all of that nonverbal communication that when I was a professor, we used to teach that 90% of communication is nonverbal. 90%, right, guess how much of that gets left out when we're talking about a text post 90%. Right. So inviting people to know like, and trust you at a deeper level, because they get to experience you in a an entirely different way. Another thing that you can do is use these appearances as part of your sales process or the application process to work with you. Giving people a chance to listen to get even warmer, to have an experience of you before they get on a sales call. Yeah,
Nicole Pettes 28:37
now we've spent fired here I mean, 20 plus ways that you can monetize from your podcast guest appearances. And all in all, all of these ideas that we have shared are going to help you become known as an expert in your niche, which is really the result of becoming this top 1% podcast guest is that you're able to consistently established yourself as an expert showing up sharing value, sharing your expertise, and even become a household name, right that other people might recommend you for. Maybe they heard you talking about money on a podcast and their friends talking to them about money the next day, they're gonna say, you know, you need to go listen to Christine, she was sharing some gold in that last episode. So in this way, you're really able to go from being a Best Kept Secret who not a lot of people even know about you and the work that you do to being this established expert in your niche that people are calling you out for being the expert, maybe tagging you in the Facebook comments of a post that is related to what it is that you're doing. You've experienced that right, Christine?
29:41
A lot it's,
Christine Amerman 29:43
it's wild to to see that because I've been so visible, talking about and so consistent, showing up as a guest on podcast talking about how important this is practicing what I preach, right I, and sharing about it across all these podcasts. Guess what? When a host gets asked a question by a client by somebody in their audience, when somebody who sees what I've been talking about on all these podcasts gets comes across the question friends,
30:20
colleagues, clients, students alike, fans, I just get tagged,
Christine Amerman 30:28
you know, and again, I've been an online business for 20 years, and I haven't never seen the volume of people tagging me for one thing that I have with podcast guessing because it's so memorable. The way that you that you have the ability to show up and stick very sticky sticks in people's minds. So that you are not one of many, you are the only who comes up in someone's mind when a question
30:59
is asked. Yeah,
Nicole Pettes 31:01
exactly. Now, like I said, we've shared a lot here. So tell us which one makes the most sense for you, which of these ideas are you going to go take and run with in your business? Now, I know we've covered a lot. So we want to make sure that you're able to have these handy so that you never miss out on a chance to ROI from a future podcast appearance, or maybe even one that you've already done. So what you can do is go and grab a list. We've made this list for you just listing out all of these different ways that you can monetize that you can check them off really easy, have them handy and top of mind and just create these possibilities for yourself. Plus, there's a bonus free gift when you go and download that. So you can grab it at life with passion.com/twenty. That's life with passion.com/twenty. It can either be spelt out 20 Or the number 20 Whatever you'd like and you'll be able to download that list of 20 ways that you can monetize it from your podcast guest appearances. So go and grab that resource. We hope that you have found this helpful. I hope that this has enlivened some possibility for you and gotten you excited about the possibilities that can come from podcast guesting. Thank you so much for listening, and we'll see you next time for another episode of podcast guesting for profit
Christine Amerman 32:29
here's to living your life with passion