This may come as a shock to no one but it turns out that I am a slow learner after all, hear me out. For years I have produced podcasts for my clients as a business development tool, podcasts that fill pipelines and aren’t using downloads as a metric for success. I have seen it work time and time again and I know the formula and strategy is strong because the data is there. I have spoken about this topic, written blogs about it, taught classes on it, and even with all of that knowledge, I wasn’t doing it for myself.
Moving to Costa Rica has been great for my physical and mental well being and for a lot of other reasons however, it has taken me out of a lot of speaking opportunities where I normally meet all my new clients. So here I was, scratching my head wondering how to get in front of more people and then it hit me…a podcast. I know, I know. The chef doesn’t cook at home, or something like that. The only problem was, I also wasn’t sure how to get in front of exactly the right people so I spent some time and figured it out. Shoutout to 🥃 “America’s Sweetheart” Eric Ryan for his killer copywriting and help with my messaging.
Over the last 90 days I have interviewed 23 people on Camp Content and the results of that effort have surprised me in a lot of ways so I thought I would share those observations and reflections with you. I did cold outreach on Linkedin to CMOs and CROs, the effort is ongoing so these numbers will increase over time, as will the relationships and connections.
- Podcast invitations on cold outreach have a 50% open rate, or more, depending on how well you have curated the list of people you are reaching out to. I dont know about you but my email list hasn't seen a 50% open rate since I was the only subscriber. Now, what you do with that opened door can make or break you but just like in life, humor always wins. Even if people don't go on your podcast they are still on your connections list and your feed will improve dramatically, trust me. If you were eye rolling your way through the week on Linkedin, doing a fresh round of outreach to the right people will fill your feed with stuff you actually want to read, what a concept eh?
- If you want to work with people who are like you, talk like yourself. No matter how ridiculous you are, there are clients who will love you for that and it will open doors. It reminds me of what grandma used to say, every crooked pot has a crooked lid. Finding "right fit" clients isnt always easy, in fact it never is. The right outreach will attract those people but you have to be yourself to get it done, and insanely clever in order to stand out from the deluge of spammy messages on Linkedin.
- Don't just have people on your podcast who are popular on Linkedin, interview people who you want to work with or just generally be connected to. I have just made 23 new connections and friends who I am thrilled to introduce to other clients and vice versa. Its not about pitching people to hire Heartcast Media, its about growing a pool of really amazing people who I am very happy to refer clients to. I have met absolute mavericks in marketing and advertising who have already benefited from being introduced after having been on my podcast.
- Have fun. Even marketing badasses with 3 decades of experience like to have fun. No matter how silly your segments may be, have them. You would be surprised how much people love the "Real or Fake" segment of my podcast where I list off podcast names and they guess whether or not they are real or fake, its a crowd favorite. Pro tip, if you ever want to know if Im lying, just look at my face its comical how hard it is for me to maintain a poker face when I am full of it. Don't tell anyone though, it will ruin the segment. But seriously, don't be so serious. You will have plenty of time to show your chops organically in the conversation, so be prepared but don't be too rigid.
- Introductions are the best way to tell your guests that you are prepared, invested, and that you value their time, experience and knowledge. Can you think of a better way to start a great relationship, on or off the mic? Write their bio better than they have, look at their Linkedin, get genuinely curious about them and it will pay off in spades on many levels. Getting curious about one another might be the only thing to stop the world from burning down, maybe podcast intros are a great starting point. Don't just read what they sent you, do better and see what happens.
- The best way to show people how you work is to show people how you work. If being a guest on your podcast is easy, clear, fun, productive, enjoyable, good for business and potentially substantial revenue by leveraging my relationships they are definitely going to want to keep working with you. People talk a lot of noise these days before the contract is signed and then crickets. It's a tale as old as time, I mean agencies, and nobody likes it. You bring a ton of value and a great conversation to the table and make it really enjoyable and easy for everyone that person is going to be happy to sit with you again, or make an introduction, or refer you to a client, etc etc. Alex Hormozi talks a lot about this and I agree, over deliver and show people your value and a podcast is a great way to do that and fill your pipeline without having to give anything away for free. Don't charge your guests but also don't devalue a product by giving it for free, a podcast is a perfect happy medium. Everyone gets something out of it.
- People are awesome and make your life better. Not all people, I get that, but when you can connect with someone and really have a great conversation with them, share a few laughs and find a bridge to common ground with them, magical things happen. Its not just about closing deals, its about spending time with people who you might actually really enjoy the company of. I actually really like everyone I have interviewed on the podcast. There are some people who have so much experience that its an honor to even get an hour of their time AND they have all been a lot of fun to hang out with for 30 mins. Its not just about closing deals, its about connections and a podcast is an excellent way to broaden yours both personally and professionally.
- Don't forget to take your own advice in your business, if it can work for your clients it can work for you too. Its so easy to get bogged down by business ownership and a couple of hits and it can be hard to get back up. This year has been tough for a lot of businesses and bananas for others. Implement the things you do for your clients, for yourself. Invest in yourself and you never know what might happen. You might fill your pipeline AND make a bunch of new business homies.
I promised not to write any of these unless I really had something to say, and this is it. I feel strongly about all of this because my business life has really improved in the last few months and its 100% because of the podcast. Imagine that. You cant read the label from inside the jar, yada yada. But all jokes aside, it works, it makes your life better, it makes your days busier, your business more profitable and you never know what massive opportunity is behind the next podcast interview curtain. From those 17 initial interviews we have over 50k in contracts and invoices out, and I am sure that number will grow as those relationships grow and expand. Its not about the revenue though, its bigger than that and I really do think it matters.
If you are thinking to yourself, hell yeah Molly I am all in. I want these kind of results, we can do that for you. The outreach, the strategy, the production, all of it. We have the formula and can show any business how it could work for them but more importantly, if you want to enrich your life while also enriching your business, a podcast just might be the way to go. Its not about downloads, downloads don’t close deals, relationships due. How are you forming new solid relationships built on communication and respect?
PS If you want to be a guest camp counselor on Camp Content let me know and I will send you the invite and get you on the calendar.
PSS Here are all the latest episodes of Camp Contentfor your listening enjoyment, there is some seriously good content in there. Every episode has actionable tips on how to get more clients in this market, and who doesnt need that.