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EP551: TL NUGGETS 150 - Marc Von Musser, How I Made $357,000 In less Than 16 Months Via Podmatch
142 Plays8 months ago
“Tell them to stop trying to close. Instead, start serving people to their dreams. Start enrolling people in their dream. Having that conversation feels good for good people.”
Pivoting during hard or changing times is crucial in business. Covid times were disruptive but many people found opportunities in the chaos. Podcasting was surging at the time (and continues to surge), creating massive opportunity for coaches, consultants, and businesses of all sorts to get their message out there, and ultimately to serve people. But it takes the right strategy and the right heart. Throwing content at the internet… well you get back whatever you put into it. So strategy and heart are everything.
Marc and Nicky bring us a deeper dive into the story of how Nicky became so successful in the world of podcast guesting. They dialled in the strategy and Nicky made the commitment to see it through but what allowed their strategy to be fully implemented and get results so quickly was a service called Podmatch. Their algorithms have created a huge community of podcasters that allowed Nicky’s message to reach millions of listeners. And because of the nature of podcasting, that message is still out there on repeat for the massively growing community of podcast listeners to find.
Some of the podcasting principles you’ll find here include intention, ethics, messaging, timing, strategy, consistency, and of course, being of service.
Go to https://podmatch.com to get instant access to over 10,000 hosts, ready to help you reach your ideal clients.
Visit eCircleAcademy.com and book a success call with Nicky to take your practice to the next level.
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Transcript
The Importance of Intention in Podcasting
00:00:00
Speaker
I think we should have you be a podcast guest on other people's shows. How are we going to make money from that? The first mistake I would say that people make, they don't even have the intention. They don't realize it's possible. You're not even looking for a solution. You'll never make any money if you don't have the show structure dialed in. In order for it to work, you need the right message for the right audience at the right time. And when you have that, there's no reason you cannot get a whole flood of new high paying clients.
00:00:33
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.
Navigating Podcast Guesting in 2022
00:00:44
Speaker
Each week, we interview the world's top thought leaders and learn the secrets of how they built a six to seven-figure practice. 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.
00:01:03
Speaker
Hi, I'm Nicky Baloo, and I'm here with my coach and mentor, Mark Von Neusser. And I want to tell you a little bit about my story of podcast guesting.
00:01:14
Speaker
Back in 2022, around the time of the lockdowns of the pandemic, my business started to tank. There's a number of reasons for it, but what was really, really clear was that we weren't making money and we were going to have a hard time paying the rent or the mortgage, as it were. So I went to my coach, Mark, and I said, Mark, what the heck do we do? What the heck do we do? And he said, okay, Nicky.
00:01:40
Speaker
I think we should have you be a podcast guest on other people's shows. I'm like, be a guest on other people's shows? How are we gonna make money from that? He says, well, we're gonna figure it out together. So it took us about 100 shows for me to really, really, with Mark's help, figure this out and really deep dial in what it worked.
00:02:04
Speaker
And the reason I was able to get on 100 shows very quickly was because of Podmatch. Podmatch was the game changer in allowing me to get on a whole bunch of shows as a podcast guest. And Mark, what was the first thing that you said I need to do in terms of having a good intention in order for us to make this work?
00:02:28
Speaker
Well, I've been around podcasting for a long time and I know some people with very, very large podcasts, but the one commonality for most of them is they do not know how to make money from a podcast, how to do it and do it. So the first mistake I would say that people make is they don't even have the intention.
00:02:45
Speaker
They don't realize it's possible. So if you don't know what's possible, you're not even looking for a solution.
Crafting a Structured Presentation for Podcasts
00:02:52
Speaker
And I knew it would work because at the end of the day, podcasting has so many great benefits. There's five million podcasts. There's hundreds of millions of people that listen. That's a high demographic.
00:03:04
Speaker
And so, if you have your message dialed in and you have an intention to bring massive value, you know how to have a clear, concise message, and you know who to talk to, what to say, you can do it. And, you know, tweak by tweak by tweak, we refined it and got that dialed in to the sum where you made it about $357,000 on other people's podcasts by Podcastgestic. Now,
00:03:27
Speaker
Number one is you were never slimy. You were never pressure. You were always really adding value. So anyone out there thinking, oh, I could never do it. That's absolutely not true. If you have the right systems and you have the right strategy and you you're consistent, you can do it.
00:03:43
Speaker
Yeah. Secondly, Mark, the thing that you had me do was you had me create a structured talk because in the past when I'd gone on shows, all I did was I just went on a show and I kind of talked whatever questions they asked, I kind of answered. But you said to me, Nikki, no, we need to treat this as though this were a prepared TED Talk that you only have 18 minutes to give. So you cannot be saying the wrong things. You need to have a structured talk.
00:04:12
Speaker
So we went through the process of actually creating an opening for the talk, what the purpose of the opening was, how long it had to be, depending on how much time we had on the show. Then we actually had the body of the talk. What are the points that we wanted to make there? What are the stories we wanted to tell? Because facts tell, but stories sell. So I had about three to five stories lined up to really emphasize each one of those points. Then we had a killer call to action.
00:04:39
Speaker
And we had a chaser story, a closeout story that was a really powerful story, one that really spoke to the heart of the people that listened.
Targeting the Right Audience for Success
00:04:48
Speaker
We had our structure dialed in. And a mistake a lot of people make when they go on shows as a podcast guest is they don't do that. And that's a killer. You'll never make any money if you don't have the show structure dialed in. Right, Mark?
00:05:04
Speaker
That's 1,000% because it's really interesting that people don't realize, but your message has to merge and migrate to the platform upon which you're on. If I'm on a TV newscast and I'm being interviewed, there's a strategy for that where you had to know how to be able to hit your marks very quickly.
00:05:20
Speaker
If you have a corporate gig where you need to talk for three hours, that's a different setup. That's a different process. If you're on stage, do you have a half hour, an hour? Is it a warm network or is it somebody where you're speaking cold? So all of these require different structures and strategies. And that's what most people miss. They have an unstructured talk.
00:05:40
Speaker
And they thought because it worked over there one time, they think that's going to work here. And it does. It's not how it works. You need to have a structured talk that will work on the podcast platform. And when you do, there's a couple of great things that happen. You get a lot of people that want to find out more. You get a lot of new clients. You get asked back and you get other podcast hosts that want you to speak. So when you get this dialed in and there's a strategy to it, you can actually pretty much skyrocket pretty quick with your success.
00:06:11
Speaker
Absolutely. The other mistake that people make is they get on the wrong show. That's the third one. Absolutely. They get on shows where neither the host nor the audience are their ideal clients and they're speaking to the wrong audience. As a result, their message ends up being the wrong message. If you're on the wrong show with the wrong audience, the wrong host,
00:06:40
Speaker
even if you have a perfect message even if your messages dialed in for that audience it's the wrong message and that means that you wasted your opportunity now listen getting on any show is good for practicing your talk for practicing how you come across but if your intention is to find a way to do business
00:06:59
Speaker
you really want to make sure that you get on the right shows. One of the great things about Podmatch, Mark, is that Podmatch uses this incredible AI algorithm to actually line you up with the right shows. So if you use Podmatch and you've done a good job of setting up your profile and you've done a good job of picking the keywords or the types of shows you want to go on, then this is a problem that really you don't need to
00:07:24
Speaker
To face a less of course your messages and dialed in and you've got the wrong message that's an entirely different point and mark maybe you can expand on that for a moment. Sure so there's a couple things to you can have the right message with the wrong audience. And it doesn't work you can have the wrong message with the wrong audience it doesn't work in order for it to work you need the right message for the right audience at the right time.
00:07:49
Speaker
That's another one too. So when you get that dialed in, what happens is which is the result of all great messaging and all great marketing, you get a flood of quality clients. And that's the whole key is to identify who is your ideal audience? Where can I find them on Podmatch? How do I articulate in a way so that it has impact and it's relevant and timely for the client? And when you have that, there's no reason you cannot get a whole flood of new high paying clients.
00:08:15
Speaker
So, when you get that dialed in, and most people are not thinking strategically about it in that way, but if you want to make money, you want to get clients and boost your business, you need to consider that.
The Power of Consistency in Podcasting
00:08:26
Speaker
100%. Now the fourth mistake that people make, Mark, is there's no consistency to their guesting efforts. There's no systematization of their efforts to get on shows. When you and I started this journey, there was a plan. Every day I was going on Podmatch, and a minimum twice a day I was gonna check to see what my matches were. So each time Podmatch gives you six matches, six matches every six hours. So I did this a minimum twice a day,
00:08:54
Speaker
every single day. As a result of this, I was able to select a whole bunch of great shows to be on. And it wasn't that I was fantastic on every show, especially at the beginning, but consistency trumps intensity every time, right? So the fact that I had a system that I was gonna go on Podmatch, I was gonna do it on a daily basis, and that I was consistent allowed me to get on a lot of shows. And in the first 100 or so shows that I went on,
00:09:23
Speaker
I wasn't necessarily super great, but once I was on 100 shows, eventually I figured it out. I figured out how to tighten my talk, tighten my intro, to have a really powerful call to action, to really get the entire structure of the talk down. So it was fantastic. And I was able to really do a great job for that host. This consistency,
00:09:49
Speaker
and systemization of my getting on shows efforts is what allowed me in a very short period of time to generate $357,000 and some change in business by being a guest on other people's shows through the magic of Podmatch.
00:10:07
Speaker
It's so good. And the other one too that you didn't talk about too, which was not only that, but those podcasts, guesting spots, they're still out there on the internet. So your message is out there and probably another 1.8 million people now can hear about your message. That's huge.
Mastering Messaging and Enrollment
00:10:23
Speaker
So that's now where it's starting to, you're starting to stack your efforts, which is also very, very good. The other part too is I've heard that consistency trumps talent every time.
00:10:31
Speaker
where a lot of times you see this in sports, people that will have a really great, maybe physical edge. But after a while, the consistent players, the consistent people that practice, they outperform. And it's the same thing in business. Persistence will break down any wall in front of you. And you need to have some systems because that's the other thing, Nikki, that you also developed really well, is a way to automate it and a way to simplify it down. You were not working a whole lot of hours doing this, maybe 10 hours a week.
00:11:01
Speaker
The part of this is now that you've done it, you can refine that down even more. That's where systems come in. You get a bigger return on less time. So you really do want to be consistent, just like in anything. I don't care if we're talking bodybuilding, martial arts, running, lifting, yoga.
00:11:20
Speaker
Reading books, transformation, consistency is the key. That also applies here because like I told you, I remember you did a bunch of podcasts and it didn't work. And I said, I know we're building the muscle. We're getting the skill. And eventually it's like all of a sudden then everybody seems to start buying. But that comes on the back end when you get it all dialed in.
00:11:40
Speaker
So, you know, consistency is a key, but there's one other one too, Nikki, that I'd say we should talk about, and that's the fifth one. And that is also how to go ahead and articulate your message. The fifth miss that I see, you have to know how to articulate your message, and you need the skill to know how to enroll.
00:11:57
Speaker
You need to know who to enroll, how to enroll, and how to have that conversation where it's authentic, it's not pressurey, it's not slimy. It's simply the next step for people that want to solve the problem. But that was something that you've been around the game too and you've seen a lot of people try podcasting. This one is a big one. This is a big reason people do. We talked about it with some clients today.
00:12:19
Speaker
They had everything else right, but because they're deficient here, they're afraid to even talk about their product and their business and ask for business. So this is a big, big issue that people need to make sure that you learn the skill set to know how to enroll people. I didn't say close them. I said enroll people and solve the problem. Big difference.
00:12:38
Speaker
Huge difference, Mark. Lack of skill set is a big deal. A lot of people get into business and they think, listen, I just want to help people. And I think that's a noble impulse, right? A fantastic and beautiful impulse. But you got to understand something. You want to help people and you're in business.
00:12:56
Speaker
And if you're going to be participating in any field of endeavor, be it sports, be it being a doctor or be it being in business, you need to develop the requisite skills to be successful and good at business. You don't want to get into business and be the worst player in business. It's like starting to play basketball and not practicing ever. You've got to learn.
00:13:17
Speaker
to get
Rethinking Sales Strategies for Client Engagement
00:13:18
Speaker
the skill set. I mean, think about it. You never go to practice. You're never going to get on the court. You got to sit down, Mark. You got to get the skill set going for yourself. You got to learn how to do messaging properly. And that's one thing we really focused on is how to get the messaging downright. And we also really powerfully focused on how to be effective at enrolling people. And I love that you said enrolling isn't
00:13:41
Speaker
selling or closing, okay? To me, enrollment is an act of love. It's an act of deep care. I only enroll people that I love, that I really wanna see win. I don't want to work with people that I don't wanna see win. I don't want to work with people who I think have bad intentions, right? You said this so beautifully the other day, Mark. You said, there's a lot of people with incredible ethics, but horrible enrollment and marketing skills.
00:14:10
Speaker
And unfortunately, there's also quite a few people with horrible ethics, but excellent marketing skills. And part of being successful as being someone who's a guest on podcasts is you need to commit, commit to learn how to have excellent ethics and excellent enrollment and messaging skills.
00:14:33
Speaker
Absolutely, and part of it is one of the things that we did with you and what we've done with other clients is tell them to stop trying to close. Instead, start serving people to their dream. Start enrolling people in their dream. Having that conversation feels good for good people. If you're out there sitting there listening, well, I don't like traditional sales. Well, good for you, neither do I. That's why we stopped selling and we're enrolling people now in their dream. So there's something magical that happens when you really focus on serving the client.
00:15:02
Speaker
when you serve the client and you're willing to do that, imagine that you had the cure for cancer. Would that be a sales pitch where you're doing it or would you be immoral if you didn't even offer to help them? And that's the way I want people to look at their business. I want you to look at your business is the person, the client has a problem. And guess what? You can speak to that problem on a podcast. That's what's so powerful. You speak to the problem, the consequences. It doesn't mean you have to try and hammer everyone to buy.
00:15:31
Speaker
Instead, why don't you have a real conversation and actually find out? Is this a problem you're committed to solve? Is this something that's really setting you back? And if so, I can help. And when you know how to do that, it's the natural form of communication. It feels good for you and it feels good for the client. Hence, $357,000 in new business. It's very effective. Amen. Well said. And we'll wrap up with this. Every human being needs someone
00:16:00
Speaker
to believe in them, to champion them.
00:16:04
Speaker
to help steady them when they wobble. You need it, I need it, every single one of us needs it. And one of the reasons that Mark and I decided to do this particular talk for you is because we've seen a lot of people around us wobbling. And we thought that maybe the day that you listen to this, maybe you're wobbling too. And we wanted to not just believe in you and tell you you're a child of God destined to win and succeed in the universe,
00:16:33
Speaker
But you're also a child of God that needs somebody to teach them the right skill sets on how to be persuasive and get their message out there. And on that note, we want to thank Podmatch for giving us the opportunity to learn how to podcast guest effectively, generate fantastic business and teach other people how to do it.
Gratitude for Podmatch's Role in Growth
00:16:52
Speaker
Nikki and Mark, goodbye to you.
00:16:56
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.