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EP653: TL Nuggets #192 - How to Build Authority, Attract Clients, and Boost Sales in 2025
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“People have been losing trust in legacy media and that includes social media. Why? Well, because they’re narrative driven folks. They’re all about pushing a particular agenda.”
Traditional marketing is losing its power—ads are expensive, and social media is oversaturated. The smartest entrepreneurs are turning to podcast guesting, the fastest-growing way to attract high-value clients, build credibility, and boost sales. Speaking on the right shows lets business owners, coaches, and experts tap into engaged audiences without massive ad spend.
Podcast listeners are action-takers with high incomes, making them prime customers. But most guests fail by rambling, lacking a clear message, or treating guesting as casual exposure. Those who refine their approach—choosing the right podcasts and delivering a compelling, conversion-focused message—turn guest appearances into major revenue streams.
Want to grow your business in 2025? Skip expensive ads and start speaking directly to the people ready to buy. Whether you’re a coach, consultant, or entrepreneur, podcast guesting can take you to the next level.
Visit https://www.eCircleAcademy.com and book a success call with Nicky to take your practice to the next level.
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Transcript
Podcast Listeners' Income and Engagement
00:00:03
Speaker
Podcast listeners have the highest income of any social media platform. Without new leads or opportunities for you to evaluate, without new clients, without new cash flow, you don't have a business.
00:00:18
Speaker
No business whatsoever. Because you need to understand that 99.999% of podcast guests make no money. Don't be one of those. Be part of the 000001% that do make money.
Introduction to the Thought Leader Revolution Podcast
00:00:36
Speaker
Welcome to the Thought Leader Revolution with Nikki Ballou. Join the revolution. There's never been a better time in history to speak your truth, find your freedom, and make your fortune. Each week, we interview the world's top thought leaders and learn the secrets of how they built a six to seven figure practice.
00:00:54
Speaker
This episode has been brought to you by ecircleacademy.com, the proven system to add six to seven figures a year to your thought leader practice.
00:01:04
Speaker
Welcome to exciting episode of the podcast of Thought Leader Revolution. I'm your host, Nicky Ballou, and we're doing another amazing Thought Leader Nugget.
Benefits of Podcast Guest Appearances for Business Growth
00:01:11
Speaker
And I've got to tell you guys, I'm excited because today we're going to talk about the phenomenon that's revolutionizing and sweeping the coaching industry, the industry of using exciting new ways to generate lead sales and clients.
00:01:32
Speaker
And it's get booked and get paid. It's all about how to attract more clients and boost your brand through podcast guest appearances. So who can benefit from this?
00:01:46
Speaker
Well, if you're a business owner, if you're a coach or a speaker and an author, if you're and attorney, if you're some sort of an agent, like a real estate agent or mortgage agent, if you're at just somebody with a big dream, this can benefit you enormously.
00:02:07
Speaker
And let me tell you, what we are gonna show you. We're gonna show you how you can utilize podcast guesting to make 2025 your best year ever.
00:02:19
Speaker
We're gonna talk about old media versus new media. I'm gonna talk about how Donald Trump won the election and how Kamala lost and why it matters to you. And I'm gonna talk about why you should be a guest on other people's podcasts. And I'm gonna talk about the keys to podcast guesting success.
00:02:36
Speaker
So let's roll, let's roll. Because if you're able to harness podcast guesting, it is the most powerful form of marketing in media today.
00:02:51
Speaker
It doesn't matter if you're a coach, a consultant, a business owner, or running for office like the president of the United States. When you do this
Podcast Guesting vs. Traditional Media
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Speaker
properly, it's going to work for you and it's going to work tremendously.
00:03:04
Speaker
Why? Because traditional ad-driven media are dying. And in this, I include social media. They're all losing power, relevance, and influence every day.
00:03:16
Speaker
The new media frontier of podcast is in the ascendant. And it doesn't require a massive advertising spend. Yet when you do it properly, it's going to help you attract more high net worth clients,
00:03:32
Speaker
partners, and if you're running for office, even voters. Let's take a look at President Trump. So President Trump, everyone knows his background. He's been a successful real estate investor, a developer, a business owner, and he was obviously the 45th president of the United States and now the forty seventh He's been universally loved by the people and loathed by the elites and the traditional media.
00:03:58
Speaker
And in this election in 2024, he was outspent. He was under political attack and he even faced assassination attempts. But he had a secret weapon. He got himself a savvy podcast guesting expert advisor, his son, Barron.
00:04:12
Speaker
And he got on many top independent podcasts that were heard by hundreds of millions of people. And he won the election. Yep. He won. And so what happened?
00:04:26
Speaker
What happened? Straightforward guys. Here's what happened. Trump wins the election because he leveraged podcast guesting.
00:04:40
Speaker
And Kamala lost because she didn't. Remember, she raised $1.4 billion. dollars She had 100% the legacy media behind her. And the value of that support was $6 billion. dollars She had over a billion dollars in outside backing. She spent heavily on ads.
00:04:58
Speaker
She even went into debt and she still lost. Well, other than all this, Trump himself, he just raised $400 million. A lot of money, but still not $1.4 billion.
00:05:09
Speaker
The legacy media was virtually 100% opposed to him.
00:05:13
Speaker
He had a quarter of a billion dollars in outside backing. Again, not nothing, but not nearly as much as she did. He spent sparingly on ads, but he went strong into new media and he won. he won So what's the legacy media? The legacy media is social media. It's CNN. It's MSNBC. It's CBS, ABC, NBC, Washington Post, New York Times.
00:05:39
Speaker
And the new media are independent podcasters. Like me, like you maybe, be like Joe Rogan, Aiden Ross, Theo Vaughn, Sean Ryan, Valuetainment, Nelk Boys, X-Bases with Elon Musk.
00:05:53
Speaker
And Kamala went deep into her comfort zone of traditional media. She kept speaking to the same voters that already supported her. That's what she did.
00:06:04
Speaker
Trump's innovation was he went where the voters were, kind of like Willie Sutton. Why do you rob banks, Willie? They asked him. He said, because that's where the money is. and my friends, why did Trump go on independent podcasts? Because that's where the voters were.
00:06:20
Speaker
That's right. So, what happens on legacy media? Well, they've got these short, scripted conversations,
Authenticity in Podcasts vs. Legacy Media
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Speaker
and independent podcasters have these long, organic conversations.
00:06:33
Speaker
So, CNN, MSNBC, CBS, New York Times, Washington Post, These guys had a total reach of maybe 3.1 million voters.
00:06:47
Speaker
That's it. Wow. Joe Rogan had over 100 million viewers of Trump's interview with him. Theovan had over million over 10 million.
00:06:59
Speaker
Patrick Beck David over 5 million. Aiden Ross over 3 million viewers. Elon Musk in X Spaces was the king with over 200 million viewers. The total reach of the new media Trump went on was north of 350 million.
00:07:16
Speaker
Okay?
00:07:20
Speaker
People have been losing trust in legacy media, and that includes social media. Why? All because they're narrative-driven folks. They're all about pushing a particular agenda.
00:07:32
Speaker
And that's why people stopped listening to them. They lied their butts off to satisfy advertisers and owners. And they gaslit the public. And the people figured it out.
00:07:45
Speaker
New media, on the other hand, has gained the public's trust. Why? Because they're all about long-form content. There's nowhere to hide when you're on new media. You can't lie. There's no agenda. It's just truth-driven versus being advertiser-driven.
00:07:58
Speaker
And there's no gaslighting. Joe Rogan don't gaslight nobody. And you've got to understand this. Kamala spoke to people who already were going to vote for her. Washington Post readers, MSNBC viewers...
00:08:13
Speaker
Her echo chamber on social media, they're already going to vote for her. Going there was not good. She didn't go after new voters. Therefore, there were no no new customers for her. While Trump, he went after new voters on Rogan, Theo Vaughn, e etc. These are listeners to these shows.
00:08:30
Speaker
They were not yet sold on Trump. And going on those shows humanized him and allowed him to win over new voters. Ergo new customers. And the truth of the matter is that being advertiser driven, being expensive, being scripted is ineffective.
00:08:50
Speaker
There's low to no return on investment. Wow. Being long form driven, being free to get on, being unscripted on organic is super effective and the ah ROI is very high.
Podcast Guesting as a Business Opportunity
00:09:08
Speaker
Now, you might be thinking, okay, Nicky, you sold me on why Trump won, but why does this matter to me? What a great question. Because... You need to think differently in 2025. You're the magic.
00:09:21
Speaker
Action is what matters, not whatever current vehicle you've been using to get clients. Opportunities change, vehicles change, trying new things like podcast guesting, guys.
00:09:34
Speaker
You got to be innovative and not be cocky. Innovative like Trump and not cocky like Kamala. You got to be focused on meeting people where they're at, not being focused on what's convenient for you.
00:09:47
Speaker
And podcast guesting is something that can make this happen for you. The boiling point is, what if you went on 100 shows in 100 days? You'd have enough appearances to get a rhythm going, powerful rhythm, and getting that rhythm right matters because it'll help you create sales calls and then you'll get your rhythm going with sales calls.
00:10:09
Speaker
And you'll get that not only are you the magic, but you're the message. And podcast guesting will let you generate opportunities, lead sales, and clients for yourself.
00:10:23
Speaker
Okay? So, if you're business owner... You got to get the podcast listeners and hosts have the highest income and net worth profile of anybody. And psychologically, they are decisive action takers and doers.
00:10:36
Speaker
They're looking to solve problems and get to the next level. And you got to understand that. Folks who listen to podcasts and folks who host podcasts get the difference between spending and investing.
00:10:53
Speaker
They believe in investing in themselves and in lucrative business opportunities and projects. They can invest in things like real estate, stocks and bonds, crypto, options. You name it.
00:11:06
Speaker
You name it Because Donald Trump proved that podcast guesting is the hottest trend in marketing. It's fresh and new. It's a blue ocean.
00:11:17
Speaker
Okay, there's a small window of opportunity to establish yourself as a sought-after podcast guest. It's 12 to 18, maybe 24 months on the outside. And there's no cost to it, but there's a high yield to it as a form of marketing.
00:11:32
Speaker
And that's what President Trump proved. Okay. And imagine if you're a subject matter expert on a podcast, you can reach a large audience, your ideal clients, your ideal buyers, your ideal prospects.
00:11:46
Speaker
You can promote your business. You can sign up new clients. You can raise capital. You can position yourself as the authority in your space. You can accelerate your success and have a way higher impact.
00:11:58
Speaker
And you can add six to eight figures to your income. That's what you can do. Why should you be a podcast guest instead of launch your own podcast? Because you might be thinking, maybe I should just launch my own podcast. Because I'll tell you something, being a host requires that you invest some money, anywhere from $1,000 to $20,000 a month.
00:12:18
Speaker
It requires 5, 10, 20, 30 hours a week of your time to be a host. It requires you constantly finding new guests. I got to tell you, that is sometimes a challenge. There have been times when I have not had a guest and I've been freaking out because I wasn't able to get a guest fast enough.
00:12:34
Speaker
and it requires creating new content and new marketing all the time. And it takes one, two, three, four, five, six years of consistent effort to build an audience. I'm not saying don't do it, I love being a host, but I'm saying go in with your eyes open.
00:12:51
Speaker
Because Donald Trump just proved you don't need to invest money in ads because buyers don't trust commercials anymore, they don't trust ads, they don't trust traditional media narratives.
00:13:03
Speaker
And the r ROI is done on ads. Used to be you could spend a dollar on ads and get $20 back in revenue. Today, it's spend 10 bucks and get back one to five bucks and this is not sustainable.
00:13:17
Speaker
Not sustainable at all.
Future of Podcast Guesting in Marketing Strategy
00:13:21
Speaker
And here's what you gotta understand. Without new leads or opportunities for you to evaluate, without new clients, without new cash flow,
00:13:32
Speaker
You don't have a business. No business whatsoever. And your super secret weapon for 2025 is podcast guesting because it can help you change all of this. And like I've been saying, the biggest secret in marketing today is podcast guest guesting.
00:13:51
Speaker
Why? Because you don't need to be some dude with a huge marketing budget or really any marketing budget because You don't need to be a tech expert or invest in sophisticated tech because you don't need to be this amazing salesperson. You just need to be honest and articulate because you don't need a list.
00:14:16
Speaker
You don't need existing clients. you don't need a well-known brand. You need none of those things. So Nikki, define podcast guesting for me. Simple. It's being a guest on someone else's show so that we can leverage their audience and podcast to find new clients, new leads, new sales.
00:14:36
Speaker
That's it. So I'm going to give you five reasons you should podcast guests right now. In North America alone, 220 million people listen to podcasts. Podcast listenership is up tenfold since 2014.
00:14:50
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podcastd Podcast ad spend in 2024 was $4 billion. dollars And of these 220 million North Americans who listen to podcasts, 76.8% listen to seven hours of podcasts. They have a relationship with their podcasts.
00:15:09
Speaker
And right now there's 504 million podcast listeners worldwide. In 2019, there was only 274.
00:15:20
Speaker
Today there's 500, almost 505 million. Come on, just five years. The growth has been huge. So there's five more reasons you should podcast guests.
00:15:31
Speaker
There are 5.8 million podcasts in existence. Podcast listeners have the highest income of any social media platform. 38% of the people who listen to a podcast buy books, products, or services mention on it.
00:15:45
Speaker
I do this all the time. My God, my library's full of books and courses and programs I bought by listening to podcasts. I've even taken trips by listening to a podcast that made that trip sound amazing.
00:15:58
Speaker
And guys, if you market to women, women listen to 5.7 podcasts a week. So it's a good place to find women. And 35% of listeners have an income of over six figures so they can afford to buy your high-priced programs.
00:16:13
Speaker
It's simple to be a podcast guest, but it's not easy. 99.999% of people incorrectly assume that getting on a podcast is a secret sauce to making money. I'd say I'm on a podcast. It's going happen. yeah Wrong, wrong, wrong.
00:16:27
Speaker
Nope. If you get on shows and you do it like almost everyone not named Nikki Ballou, i.e. myself, you're going to do yourself more harm than good. You're going damage your reputation. going position yourself as an amateur and never be asked back on any relevant shows.
00:16:43
Speaker
There's a right way and a wrong way to do podcast guesting and be a sought after podcast guest. So what you need to look out for, guys, is very straightforward.
00:16:58
Speaker
Because you need to understand that 99.999% of podcast guests make no money. Don't be one of those. Be part of the 000001% that do make money. Now, Nicky, why? Why do you say that?
00:17:12
Speaker
Because they just go on a show and vomit all over the host and the audience. And that does not work to get you lead sales and clients, guys. They've got verbal diarrhea. Do not have verbal diarrhea when you go on shows. Terrible idea.
00:17:24
Speaker
Terrible idea. Why else, Nicky? Because they get a lot of bad advice from expensive agencies that spend two to $20,000 a month.
00:17:36
Speaker
And they're told to have this persona when they go on the shows and a fake persona like fake news doesn't work in podcasting. It's all about authenticity marketing. You got to authentically be you You got authentically be you Why else?
00:17:51
Speaker
Don't people that go on shows as a podcast guest make money because they have a weak intention, a weak intention. Their intention is just to go on a show and have a great conversation, hopefully, hope for marketing, get a client or lead.
00:18:08
Speaker
So, Nicky, what's in it for me if I go be a podcast guest? Well, you're going to make and raise more money in less time. you going to get more clients, more sales, more leads with way less headaches.
00:18:22
Speaker
and you're gonna have to spend no money on ads or agencies. How awesome is that? So let me tell you my story.
Success Stories and Strategies in Podcast Guesting
00:18:31
Speaker
So the lockdowns killed my business back in 2022. I lost half a million in business in a week.
00:18:39
Speaker
I was freaking out because I didn't have the capital spend $30,000 a month on ads at that point. I spoke to my coach, Mark Von Muser, And he said, you need to go on podcasts in order lead sales and clients. I said, okay.
00:18:55
Speaker
So I went on podcasts out of necessity. And Mark and I, we had me get real all strategic because every appearance was reviewed with an after action report and tested.
00:19:08
Speaker
We went longer shows, shorter shows. We did direct asks, we did indirect asks. And we really dialed in our message. over a hundred shows to figure out what works and what doesn't. And I got zero leads or sales or clients on those first hundred shows, but it all clicked on show one-on-one and I got my first lead, my first sale on that show.
00:19:29
Speaker
And I'm 700 shows in and I'm continuing to refine my approach. And 80% of my appearances result in qualified calls with ideal clients.
00:19:40
Speaker
Would you like to have qualified calls with ideal clients? I'm sure you would. So, what do people say about me? I'm the world's foremost podcast guesting monetization expert.
00:19:53
Speaker
Okay, I've been a guest on over 700 shows in the last two and a half years with zero ad agency spend. And I've gotten $500,000 in sales, part-time, three to five hours a week.
00:20:05
Speaker
And I've trained dozens of entrepreneurs in duplicating my results. And some of them are doing even better than me. So what else do you need to know about me? I'm a two-time New York Times bestselling author. One of those books was personally endorsed by Donald Trump on True Social on May 7, 2023.
00:20:22
Speaker
twenty twenty three I'm the host of the top 10 iTunes marketing podcast. This one, The Thought Leader Revolution, And as I said, Donald Trump endorsed my work on True Social.
00:20:34
Speaker
I've worked with billionaires, Olympic champions, world record holders, and I've been called the world's foremost podcast guesting monetization expert. That is me, Nikki B. And will this model work for you? Yes, it will, provided you know how to get on shows,
00:20:54
Speaker
And get these three critical steps right. You got to get your message right. You got to get booked on the right shows, not the wrong shows. And you got to get and convert leads from podcasts.
00:21:07
Speaker
That is what you need to learn how to do. So, one of my clients is a great, great man named Victor Minash.
00:21:19
Speaker
When I met him, he was a successful business owner and real estate investor. He was making well over six figures a year and he was doing one to 10 unit real estate deals. He wasn't happy with that. He wanted to make seven to eight figures a year and he wanted to do a thousand, 10,000 unit deals.
00:21:34
Speaker
I helped him craft a powerful message and learn how to leverage it. I got him booked on the right shows and he went from six figures to seven figures in six months. And now he's doing thousand, 10,000 plus unit real estate deals. He built a small city in Colorado.
00:21:52
Speaker
So you need to avoid these six mistakes, not having a clear or niche message, not having a clear or niche audience, and being on the wrong podcast.
00:22:03
Speaker
You need to avoid having a poor email pitch. You to avoid being bad on the air because that will kill your success. And you need to avoid not having a way to convert listeners into leads and clients.
00:22:17
Speaker
So if you've got the wrong message, how do you know? Because you've got a hard time attracting podcast guest appearances. And what does this do? Revenues get stuck in the ditch.
00:22:30
Speaker
You're invisible. And when you get your messaging wrong, you waste time, you damage your brand, you get stuck in the sea of sameness and you make no money, no money, no money at all.
00:22:46
Speaker
And I got to tell you, I've got this incredible client named Michael. He's a Toronto-based accountant who works with investors. He's an introvert. We helped him clarify his message. We got him booked on the right shows. We showed him how to convert.
00:23:00
Speaker
We got him booked on his first podcast as a guest, and he got 14 referrals, and he made thousands and thousands of dollars. And in 90 days, he made just under 90 grand in sales. It was amazing.
00:23:13
Speaker
So what happens when you get booked on the wrong podcast? Well, you waste a lot of time, you damage your brand, you get no leads and you make no money, and it kills your enthusiasm and belief in what you are doing.
00:23:26
Speaker
Okay. So that second mistake, no niche audience, how do you know you're going after anyone and everyone? And that has you be stuck in the seam ah sea of sameness.
00:23:37
Speaker
You don't stand out. Your faith in your dream is dying. And the cycle continues.
00:23:46
Speaker
It continues. And your third mistake, you've got a poor email pitch. How do you know you're not getting booked on any shows? What's the problem with this? You lose credibility. You lose authority.
00:23:57
Speaker
You stop believing in yourself. That's not good. The fourth mistake, guys, being on the wrong show. How do you know that? You're bored and you're not getting any leads.
00:24:08
Speaker
Come on. And what's the problem with this? Well, you're spinning your wheels and you're not building your credibility or your authority. Guys, I've had this other amazing client, Mathieu from Belgium.
00:24:21
Speaker
English is his fourth language. Okay. He's a coach. He's an expert. We helped him clarify his message. We got him on the right shows. We showed him how to convert and he got on 10 shows in his first eight weeks and he was able to leverage what we taught him to generate 124,000 plus in sales in
00:24:42
Speaker
So what happens, guys, when you can't get or convert leads? You waste time. You make no money and you lose faith in you and in your mission and your dream. And that sucks.
00:24:54
Speaker
And guys, the fifth mistake is being bad on the air. A hundred out of a hundred podcast guests think they're great on the air. Ninety-eight out of a hundred hosts tell me they're not.
00:25:06
Speaker
How do you know you're boring on air? Your content isn't fresh and you stop getting booked. And the problem with this is you lose credibility and authority and you get no leads, make no money and you lose enthusiasm for your mission.
00:25:18
Speaker
And the sixth mistake, guys, is you fail to get leads to convert leads into customers. How do you know you're not making any money? Simple as that. You're wasting time. You're wasting money. And you've lost faith in yourself and in your dreams.
00:25:33
Speaker
Guys. And I've got this amazing client. I'm going to call her Dr. Diane. This lady had a great skill set, but her marketing was not effective.
00:25:43
Speaker
She was a consultant to a very particular type of medical organization. We helped her nail her message. We showed her how to convert. And she made over a million dollars in sales, a million 50,000 in just 32 days, guys.
00:26:00
Speaker
So what's the solution? You got to fix your message, guys. You got to know your niche and your audience. You got to learn how to pitch hosts and get booked on the right shows. You got to learn how to be good, even great on the air.
00:26:12
Speaker
And you got to learn how to get and convert leads, guys. Okay. Your message needs to be strategic, intentional, and relevant. You got to know your niche and audience. Don't try to be all things to all people. You got to learn how to pitch hosts and get booked on the right shows.
00:26:28
Speaker
You got to learn how to be good on the air. Don't suck or your brand is toast. And you got to learn how to get and convert leads. This is the key to making money through podcast guesting. This is it. This is it.
00:26:41
Speaker
Guys, the great Raymond Aaron. the man who's the real OG, Real Estate Investing Mentor in Canada, is highly successful, makes millions,
00:26:53
Speaker
When I showed him what guesting is and how it works, he was excited to share it with all his clients and he was excited learn it for himself. On the first show he was on, using my methods, he got the host to ask him if he could be his coaching student.
00:27:07
Speaker
How cool is that? And here's a truth bomb from the great Robin Sharma. If you want to double your income in a year, triple your investment, your personal professional development is the fastest and surest way, don't do it alone. Guys, you are in 2025. If you can deliver a real result for your investors and clients, you're going to win and I can help you. And here's what I'm proposing to do for you.
00:27:28
Speaker
Okay. Help you get one to two or more great deals per month. Take your business to the next level. Cut your marketing expenses and increase your profits. How?
00:27:40
Speaker
Guys, jump on a call with me. Go to ecircleacademy.com forward slash appointment. Jump on a call with me. Let's talk about what you're dealing with. and Let's talk about how podcast guesting can help.
00:27:52
Speaker
I hope you've enjoyed this. I've enjoyed speaking with you. Podcast guesting is the way forward for you. God bless you. God love you. And until next time, goodbye.
00:28:05
Speaker
This episode has been brought to you by ecircleacademy.com, the proven system to add six to seven figures a year to your thought leader practice.