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Morgan Franklin: You know you
can have the perfect podcast

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that's flawlessly aligned with
your brand and messaging and the

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products and services you
provide. You can perfectly

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explain your operations and what
it's like to work with you and

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remove any doubts that a
customer might have about hiring

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you, and still not be
effectively turning your podcast

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listeners into buyers. Before we
get into this episode, I want to

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admit personally, I've missed so
many opportunities to turn my

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listeners and the listeners of
the podcast I produce into

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buyers. And if you're like me,
and sometimes you put selling on

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the back burner to create what
you think is quality content. I

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want you to know you can have
both. And in this episode, I'm

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going to teach you how to do
exactly that, how to have both

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quality content and sell with
your podcast. Hello and welcome

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to podcast for profit. My name
is Morgan Franklin. I'm a

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Podcast Producer, strategist and
educator. This podcast will help

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you create and grow a podcast
that cuts through the noise of

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social media and speaks directly
to your target audience. If

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you're ready to create a podcast
that will align you with the

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experts in your industry,
position yourself as a trusted

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leader and create another source
of revenue for your business.

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You're in the right place.
Having engaging, purposeful and

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even entertaining content isn't
mutually exclusive to selling

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and pitching directly to your
audience. It will take practice.

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It will take preparation, and
most importantly, like all sales

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and marketing, it will take
trust. In this episode we're

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going to talk about overcoming
the anxiety of asking for the

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sale, using your podcast to
create a sales funnel for later

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sales, and creating content that
aligns with your products. I

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think there's a really big
disconnection right now between

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how we're using social media and
podcasting and outreach like

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newsletters and other forms of
digital communication to speak

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to our future customers, and how
they would actually like to

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experience these platforms. Let
me explain what I mean. Okay,

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listen to this example, because
if you're on Instagram or

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LinkedIn or even just somebody
that has an email address. I bet

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you have experienced all of this
too. Every other person you

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follow or add that's a
professional service provider

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within 24 hours is sending you a
message like this, Hey, Morgan,

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thanks for the follow. I have
services in XYZ. You can set up

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a discovery call to talk about
XYZ. I have a freebie in a

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newsletter, you can sign up for
it XYZ, and you're thinking,

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wow, this is so desperate. This
is not what I wanted when I

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followed you. It's giving used
car salesman in the worst

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possible way, and I will
unfollow you immediately if you

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send me a message like that. It
is so cringe. And back to what I

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was saying earlier. It's not the
way that consumers want to use

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these platforms. I mean, think
about yourself. This is not the

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way that you want to experience
Instagram or LinkedIn or

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Facebook or whatever it is,
getting endless unsolicited DMS

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and connection invitations with
the pitch and the invite and

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cold emails. It's not how these
social media platforms are

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intended to be used. They're
supposed to be used to build a

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friendship, and that's why I
think so many podcasters,

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including myself, get shy about
selling on their podcast,

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because we don't want to be
those annoying over the top,

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cold pitch brands. But I want to
remind you that there is nothing

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wrong with selling. In fact, you
should be selling and pitching

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to your audience on every single
podcast episode, and reminding

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yourself that the difference
between you and that person that

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sent you a DM asking for your
business is that you are

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cultivating the relationship and
trust and knowledge through the

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content of your podcast, and
that is so different from an

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unsolicited direct message or
email. I teach a marketing and

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branding class to hairstylist,
and talking about their fears

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around selling products and
their mindset around selling

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products is one of my favorite
things. In the beginning, almost

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every hairstylist is terrified
of selling products. And when I

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say products, I mean shampoo,
conditioner, all that extra

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stuff that, you know, when you
get up to the counter they're

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trying to sell you, you know,
they just ask you to pay for

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this haircut or color or
whatever pricey service that you

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had, and now they're taking you
up to the desk and they're

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asking you to pay $50 for
shampoo. The horror that's so

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intimidating, right? That's a
lot to ask of a new stylist, and

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you know that's a lot what it
feels like to pitch your product

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or service on a podcast that you
depend on people using their

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most valuable resource on which
is their attention. It's their

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time. Because we know. And
understand that people don't

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have to listen to our podcast.
In fact, we have to do a lot of

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work and effort to convince them
to listen to it in the first

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place. So we don't want all that
to go out the window because

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they feel like this is one long
ad, and that's why I'm going to

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tell you exactly what I tell the
hairstylists that are afraid to

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sell shampoo, don't think of it
as selling shampoo. Think of it

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as selling value. This person
just spent $200 on their hair

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color. Do they want to wash it
all down the drain with a $10

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shampoo from Walmart? No. Did
someone just spend 30 minutes

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listening to you talk about a
business concept or a way to fix

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a very industry specific
problem, or any other resource

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that you could provide without
you telling them that they can

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work with you directly and get
the most out of your knowledge

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that they clearly find value in
and appreciate. It's all in the

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mindset. It's all about how we
perceive the motivations of what

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we're doing. Because if I tell
you, Hey, go get some money from

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your listener, that's a lot
different. That's a lot

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different energy than me saying,
Go provide the highest value and

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information you possibly can to
your listener, and that process

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might include them paying you
some money that is just it's

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totally different. It feels so
different. And that's what I

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want you to start thinking of
this as, is the value that you

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are creating for this listener
that is beyond your podcast,

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that also involves them paying
you money for your time. Okay,

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so before we move on, I have a
question for you to think about,

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how often do you listen to every
single podcast episode that

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somebody puts out, even a
podcast you love? Do you listen

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to every single one of the
podcast episodes? And it's

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probably not. Most of us pick
and choose the episodes we

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listen to, and I think this is
something that more podcasters

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should think about when it comes
to converting listeners into

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buyers. These are all totally
made up numbers, but let's

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pretend that you have a very
loyal listener. They listen to

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60% of your podcast episodes,
which is pretty good. Of the 60%

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they listen to, they listen to
half of those episodes all the

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way through. I'd say that that's
pretty average, which means that

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out of 10 episodes, they're only
listening to three until the

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very end. And while them
listening to 60% of your

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episodes is pretty good, the 30%
that they're only making it to

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the very end is not a great
percentage. For those of us who

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leave the call to action for the
very, very end. Again, I am so

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guilty of this. That's why I
want to encourage you to do one

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of two things, and I am also
working on these two because I

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am just as guilty for leaving
the call to action to be to the

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end of the episode. But this is
what I want you to do. Either

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have a freebie you're talking
about throughout the episode. So

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like, for example, say you have
a free PDF or workbook that you

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have for people who sign up for
your email list, or make this

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download the first part of your
episode description. So either

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way, and to make that clear,
basically what you're doing is

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you're talking about one
resource that is throughout the

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episode. So you're not just
waiting till the very end.

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You're saying, Hey, this is
what's going to help you, not

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only outside of this episode,
but throughout this episode, and

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then also starting off your
episode description, even if you

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change it later to say free
download XYZ, so that people see

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that right when they click on
your episode, that can really

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help you Get through that
problem of not having good

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listener retention, but still
being able to execute a call to

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action, especially with a free
resource, because sometimes it

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just doesn't make sense to pitch
your product in every single

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episode, and that's okay, but it
does make sense to give

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something away for free. It does
make sense to make this episode

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the top of your sales funnel,
because if someone is taking the

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time to listen to a whole
podcast episode about you

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talking about something, chances
are that they like you and they

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want to spend more time with
you, and they want to hear what

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you have to say. And I want you
to make that as easy on them as

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possible. And back to our
amazing listener that only

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listens to 30% of our episode
all the way through if we have

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their email address. Now we
don't have to rely on them

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making it to the end of the
episode or even listening to it

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at all to reach them to sell
now, we can send them an email

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every week and say, Hey, this
was the podcast episode. Hey,

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this is what we're running a
special on. Hey, this is the new

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product that we have. It opens
up a different line of

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communication that is so
important, because we know most

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people don't listen to every
episode. On average, it takes

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businesses 12 touch points to
make their first sale. That

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means, from the first. Time
someone sees your content and

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engages with it, or listens to
your podcast or opens your

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email, you have to have 12 of
those interactions, or touch

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points, as they call them,
before a sale is made.

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Typically, that's a lot, and if
you can use a podcast to be your

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touch point number one, and
then, let's say, signing up for

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an email and receiving a freebie
as interaction two and three,

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you can be well on your way to
having a buying customer instead

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of relying on your podcast
episodes as being your only

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touch points. Again, this is why
those people that DM you and

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that try to pitch you their
services are so ridiculous and

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annoying because they're asking
for the sale on touch point one,

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and that is insane. That's why
it feels so cringe and wrong,

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all right, so let's talk about
creating podcast episodes that

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are a compliment to your
products and services. Because

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for most of us, this is the
missing link to making sales on

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our podcast. We don't want our
episodes to be one long

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commercial for a service that
we're trying to sell. And we all

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know podcasters who do that. But
what we do want is to provide

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complimentary information to the
person who would be buying from

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us. What do they want to hear,
for example, with this episode,

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and spoiler alert, at the end of
this episode, I'm gonna pitch

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you my podcast coaching
services. I'm pretty sure you

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saw that coming, but that's what
we're talking about. That's what

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I know you would benefit from if
you are listening to this

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episode. The same goes for
freebies and using your podcast

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episodes for your top of sales
funnel, create your content

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around what your listener who is
buying from you wants to hear.

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What are their pain points? What
are they interested in? What

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makes them laugh? I think that,
like when we're so caught up in

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the trying to figure out and
solve a problem, we also forget

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that buyers are just people. And
you know, if you're in the same

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industry, you probably find the
same things funny. So just

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thinking about like I was saying
earlier, how do people actually

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want to communicate with digital
media, and whether that's social

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media or podcasts or whatever it
might be, how do real, actual

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human beings want to connect
with each other. And I know that

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this sounds so ridiculously
easy, but for most of us, it

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isn't. We are so caught up in
the things that interest us and

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the problems we're facing at our
stage of our business that it's

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kind of hard to see exactly
where our buyer or listener is

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in this process. So try to take
a step back, take a step back

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from where you are, and think
about where you were. I know

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we've talked about this in
several episodes, but it is that

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important, because we are
getting so ahead of ourselves

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90% of the time that we can't
read the label from inside the

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jar, and our listener and buyer
has no idea what we are talking

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about, and if you're trying to
sell a specific product or

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service, think about where in
your professional journey you

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would have needed this product
or service, and what questions

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you had then, what interested
you, what did you need to Know,

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and what would you have told
yourself? For me, it all comes

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back to value, and I hope that
you can resonate with this too.

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It's just so much easier to sell
the value of a product than it

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is its features. It's so much
easier to be passionate about a

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product when you know that this
is really going to help the

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listener, and I really think
that they can pick up on that.

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People know what you're thinking
and when you're excited and when

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you're clearly passionate about
something, especially on a

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podcast, people can tell so the
next time you're pitching a

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product or asking someone to
sign up for your email list or

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whatever you want them to do, I
want you to write down three

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ways you know that this product
or service or freebie or

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whatever it is, will improve the
person who is listening, will

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improve their life. And you're
not going to read these out to

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the listener. You're just going
to read them to yourself and

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have them for yourself so that
you can get excited about this

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offer. Because again, I think so
much of it comes from our

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subconscious and us believing
that either this product is crap

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or that this product is actually
going to help people. Either

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this freebie is totally junk, or
you truly, truly believe that

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this is going to help somebody
out when they sign up for this

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newsletter, also smile. I know
this is probably something that

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you've heard 1000 times before,
but people can hear you smiling

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if you're smiling and happy.
Subconsciously, people are

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thinking, wow, if I buy this
product, I am also going to be

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smiling and happy too. Yes, they
are buying a product for its

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purpose and for its feature, but
at the end of the day, we buy

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things because they. Make our
lives easier because they make

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us happy, because they provide
us with a feeling. And so if you

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can, from the very beginning,
already be proving that this

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product makes you feel a certain
way, you're so much further

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00:15:06,137 --> 00:15:09,371
ahead than all of your
competition. And lastly, make

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sure that you've clearly
instructed the buyer on how to

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buy. So if you're pitching a one
hour coaching call on your

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podcast, don't just say, okay,
and you can buy coaching calls

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00:15:20,502 --> 00:15:24,295
from me. No, you want to say, I
have a one hour coaching call

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00:15:24,357 --> 00:15:28,213
available. You can find out more
information and schedule your

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00:15:28,275 --> 00:15:32,006
appointment at the link in the
episode description, or go to

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00:15:32,069 --> 00:15:35,800
XYZ For more information, every
call to action should have a

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00:15:35,862 --> 00:15:39,406
straightforward objective of
what you need to do next and

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00:15:39,469 --> 00:15:43,449
expect it is not enough for you
just to say what the product is.

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You also need to say, this is
how you can get it, and this is

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what that process of getting it
will look like. That is so

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critical. And I think so many
podcasters go wrong with that,

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because they think, Oh, well,
people are just listening.

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They're going to come back to
the blah, blah, blah. No, you

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00:16:02,104 --> 00:16:05,960
need to state exactly what they
need to do and how they can do

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00:16:06,022 --> 00:16:09,629
it. Turning listeners into
buyers isn't going to happen by

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00:16:09,691 --> 00:16:13,422
accident, but if you have a
straightforward message, and you

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00:16:13,484 --> 00:16:16,967
believe in what you're saying,
and you give the listener

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00:16:17,029 --> 00:16:20,574
confidence in the buying
process. That is what's going to

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00:16:20,636 --> 00:16:24,491
turn your listeners into buyers.
If you have a podcast, you're

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00:16:24,554 --> 00:16:28,223
struggling to turn listeners
into buyers. I have a 12 month

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00:16:28,285 --> 00:16:31,891
coaching program where we'll
meet one hour a month, one on

264
00:16:31,954 --> 00:16:35,436
one to discuss your podcast
selling strategy and podcast

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00:16:35,498 --> 00:16:39,167
sales funnel. I also have one
hour consultation options. If

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00:16:39,229 --> 00:16:42,712
you're a little bit further
along in the process and you

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00:16:42,774 --> 00:16:46,630
just have a few questions or you
need some feedback on the way

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00:16:46,692 --> 00:16:50,361
that you're selling with your
podcast. The link to find out

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00:16:50,423 --> 00:16:53,843
more about my coaching and to
contact me will be in the

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00:16:53,905 --> 00:16:57,636
episode description. If you have
any questions, feel free to

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00:16:57,699 --> 00:17:01,616
message me. My email is Morgan
at morganfranklin dot media that

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00:17:01,679 --> 00:17:04,974
will be in the episode
description as well. Remember,

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00:17:05,037 --> 00:17:08,768
focus on value and everything
else will fall into place. And

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00:17:08,830 --> 00:17:12,250
as always, I can't wait to
listen to your podcast. Hey,

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00:17:12,312 --> 00:17:16,292
thank you so much for joining me
on this episode. If you enjoyed

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00:17:16,354 --> 00:17:19,961
the podcast and you'd like to
hear more episodes like this

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00:17:20,023 --> 00:17:23,941
one, go ahead and subscribe to
the show. New episodes air every

278
00:17:24,003 --> 00:17:27,859
Monday morning. And if you found
this episode valuable and you

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00:17:27,921 --> 00:17:31,590
want to help other business
owners and podcasters, will you

280
00:17:31,652 --> 00:17:35,446
leave me a five star review. It
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281
00:17:35,508 --> 00:17:38,990
the charts and brings more
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00:17:39,052 --> 00:17:42,100
they need to start making money
on their podcast.