Here's the replay of How to Double Your Sales With a Podcast. Special guest Seth Greene shows us how powerful podcasts have become.
What you will learn in Seth's webinar:
- How To Get Impossible To Reach Decision Makers To Seek You Out!
- How To Write a Book Without Writing A Book!
- How To get Customers From ITunes for $15 a Month!
Ted: Welcome everybody. When you come into the room, go ahead and type in where you're from in the Chat Box. Also tell us why you're here. What do you want to learn about podcasting and what intrigues you about this topic. We'll get started in a couple minutes here.
Seth: Your screen went to just your pretty face in case you didn't know.
Ted: Yeah, I'm checking to see if anyone's emailing me.
Seth: Ah, okay.
Ted: Because nobody is coming in. Oh there's one, okay. We're good.
Seth: I told you you had to start it in order to let them in.
Ted: Yeah. As you guys come into the room, go ahead and type in where you're from and why you're here. What do you want to learn about podcasting and what intrigues you about this.
Seth: Yup, if you are looking how to double your sales with a podcast, you're in the right place.
Ted: That's always a good thing. Be in the right room.
Seth: Being in the right room. Farmer John is in the right room. I want to know what Farmer John sells.
Ted: Yeah, Farmer John comes to a lot of these. He'll ask you some good tough questions too.
Seth: I am assuming he's not farming broccoli.
Ted: Yeah. So everybody, as you come into the room, go ahead and type in where you're from and let us know what intrigues you about this. There's Christian. Welcome, Christian. Where are you from Christian? Farmer John is from Detroit.
Seth: Farmer John, I just interviewed a bunch of CEOs in Detroit for my podcast. Some very interesting folks up there doing some interesting things, including I interviewed the folks who started the biggest chain of swim schools. It is now franchising nationwide. I think they've got like twenty five swim schools in Detroit. Really interesting story, way beyond just you know, Michael Phelps licensing his name to something. They built it from nothing, so you've got some good entrepreneurs up there.
Ted: Awesome. Christian is from Beverly Hills. Why are you guys intrigued about podcasts? Type it in there. Like, what do you want to do? Do have a podcast now? Are you starting one? Do you have one you want to get more subscribers?
Seth: I told Ted I loved his backdrop Christian. Farmer John, you're an internet marketer in the off-season. Does that mean you're a farmer the rest of the time? That's awesome. Dean is in Hawaii. Farmer John has six thousand acres of corn and soybean. I can't even imagine how big six thousand acres is. That's a lot.
Ted: That's crazy.
Seth: Dean is from Hawaii. You know, I know there's a plane that'll get me there, but I'm jealous that you're there and I'm in Buffalo.
Ted: Automated marketing for Farmer John.
Seth: Love it.
Ted: Okay, we'll give it a couple more seconds here, then we'll get started. If you guys have questions along the way, go ahead and type them in.
Seth: Ted's going to be our fabulous moderator here. You just interrupt me and feed me the questions.
Ted: Yeah. We'll do that. Michael from Vancouver, welcome. Stan. Stan, where are you from? Stan man.
Seth: Tyson is launching a wellness show. Awesome. I interviewed the founder of Wellness.com on my podcast and we're now doing some business together, so we can get you some massive exposure.
Ted: Nice. Christian wants to get podcasts up and running. They cover a ton of content and topics that will be appealing to a larger audience they're not currently reaching. I'm sure that will be one of the big questions today. How do we get more people to listen?
Seth: We're going to talk about that as soon as we … I've got another interview right after this, so let's get cranking and everyone will get caught up, all the people who are coming in late.
Ted: Okay. Let's get started here. Welcome everybody. I had the honor of meeting our guest last month in Austin. Was it last month or the month before? Time flies. Seth Greene. He talked about podcasts and I've had a podcast for a few years and I've got some subscribers and I want to learn how to make more money with my podcast. Let me just turn it over to our guest Seth. Take it away Seth.
Seth: All right, I am screen sharing. Can you make my screen the big screen?
Ted: Yup. It is.
Seth: So everybody's seeing my slides, hypothetically.
Ted: Yup. If you see his slides, go ahead and jump in. I'm going to mute so I don't jump back and forth here.
Seth: All right. If you would like … All I see is Ted's handsome face now. Okay. If you would like to get impossible to reach decision makers to seek you out, if you want to write a book without writing a book, and you want to know how twenty minutes a week can get twenty people or more referring you business, then you are in the right place.
I am your host, well your guest, Seth Greene. Have you ever wondered how … I mean, we've got some questions already talking about how people are podcasting, how people are monetizing, how people are getting those giant audiences, how some folks seem to have like an endless supply of business. Wouldn't that be nice for those regular people like us to have? Well, I am going to share with you. You're about to discover the exact system I figured out that makes all of these things work and a whole lot more. I also promise that I will show you exactly what we're doing for our podcast, so I'm not holding anything back. I will show you what we're doing for ourselves, what we're doing for all of our clients who are getting great results so that you can do it too.
I don't want to assume that everyone on the podcast, everyone on the hangout knows what a podcast is, so the two second summary is, it's a radio show on your phone. That's in essence what a podcast is. Why would you want a radio show on your phone? Well, we talked about it. We've got some of the questions of people going who want to reach people that they're not currently reaching. For those of you who don't know, if you go to UltimateMarketingMagician.com/Podcast, you will find my podcast, Direct Response Marketing. I have been as high as number three on iTunes and my podcast currently gets me in front of about 2.2 million people. Those are business owners and sales professionals and internet folks, so all our ideal clients. We get clients every single day from our podcast and I'm going to show you how we're doing the exact same thing for you.
As Ted mentioned, he's had a podcast for awhile. Some of us are just starting out. I'm going to tell you, now is the perfect time to do a podcast. This is really, even though there are a billion people listening to podcasts right now, this is really the ground floor. The reason I say that is, what you're looking at is Apple CarPlay. Apple has spent billions and billions of dollars to get a deal with every major car manufacturer, that the next car you go get, the next new car you buy will look like this on the dashboard and it will come pre-bundled with the Apple Podcast interface, that little purple icon. You won't be able to delete it, even if you want to.
In the next five years, the number of people that are slated to be listening to podcasts due to this will triple. By 2020, there will be three billion people listening to podcasts. Even if you somehow don't have an iPad, iPod, iPhone or i Mac, you're about to have an ICar, whether you like it or not. The two most used apps on any smart phone other than let's say Facebook are the Podcast App and the Amazon App. You got to have a book and you got to have a podcast and I'm going to show you how you can kill two birds with one stone, so when those three billion people go looking for you, they find you. That's why the time is now. That's why this is the perfect time, because you want to do this before this takes off and before everybody's car turns over so that you're there when they start looking for you.
Really quick, who am I? Why should you listen to me? Why is Ted having me here? I have written six best selling books, Financial Advisor Marketing Magic, Real Estate Marketing Magic, Cutting Edge Marketing Magic, Online Marketing Magic, The Facebook Ninja, and Podcast Marketing Magic. That grumpy older gentleman standing next to me in the picture is Dan Kennedy who is the highest paid godfather of Direct Response Marketing living on the planet today. Dan has been nice enough to nominate me for his prestigious Marketer Of The Year award three years in a row. I'm the only person in history that has been nominated back to back to back and I have been featured on real media like Wall Street Journal, CBS Money Watch, CNN, NBC, LA Times, Boston Globe, Miami Herald, actual media coverage and I can show you how to do the same thing.
I didn't start out as a podcasting expert or a marketing guru. I started out, I went to Syracuse University for undergrad and my original undergraduate degree was in acting. My dream, my life goal when I was eighteen years old was I was going to be a Broadway star. That was my plan, and you see how that turned out. I'll tell you why. Because my senior year, two of my friends and I decided we were going to produce an interactive murder mystery musical called The Mystery of Edwin Drood by Charles Dickens. We formed a student organization, we made a budget, we got the money from the student government, and we were off to the races and I was a producer.
Six weeks before opening night, I get a phone call from the student government association saying, “We need to have a meeting, we need to talk.” I don't know about you Ted, but if you've ever gotten a phone call from someone and they said we need to talk, it's usually never good news. Nobody ever says, “We need to talk, I love you. We need to talk, you're getting a raise.” It's usually, “We need to talk, I want to be friends.” We went to the meeting, and they said, “We're sorry, the bylaws of Syracuse University prevent us from giving a first time student organization so much money. We made a mistake. We need half your money back.” I said, “You can't have half the budget back. We're in production. I've got sets being built and costumes being sewn and we're six weeks away.” They said, “You don't understand. We already froze your bank account. We're just telling you, we're taking half the money back.”
We went back to my apartment and I was pretty upset. We either close the show, or figure out another way to make the money decision. If you've ever seen the movie Top Gun with Tom Cruise, there is a bald, cigar-chomping admiral who says, “Son, your ego is writing checks your body can't cash.” That's what I did. I said, “Guys, I've got all these pre-approved credit card applications on my dining room table. Why don't I just fill them out and send them in and charge the show? We'll sell tickets and we'll pay the money back out of ticket sales. If there's anything left, you guys will get credit cards and we'll split it three ways.” They said, “Okay, sounds like a great idea”, so I did it. Except I knew nothing about marketing then and we did not sell very many tickets, except to our friends and their family members. I had a giant credit card bill. I went to my friends and I said, “Okay guys, we got to split this.” They went to their parents and asked for permission to get credit cards and split this bill and their parents said, “No way.”
I was left holding the bag owing all the money myself and being twenty two, I had absolutely no way to pay it back and I got stuck going Chapter 7. I went bankrupt. I thought it was the worst day of my life. When the bankruptcy trustee judge said, “You spent how much on a musical? Explain this to me.” It was not a pleasant day. I had borrowed a bunch of money to gamble basically on something I knew nothing about, so I thought, “Maybe I should change my career choice and become a financial advisor and help other people manage their money.” That's what I did.
I went to work for a Fortune 500 company and there were six thousand, seven hundred advisors at that firm and I was one up from the bottom. I was making three hundred cold calls a day, because my manager told me to, and I was interrupting strangers during dinner, breakfast, and lunch, asking them for money and getting hung up on. Ted, I'm still mad at you because you hung up on me ten years ago.
In my spare time, I am a professional magician, hence the title UltimateMarketingMagician.com and I read an ad in a Magic Magazine from a full page ad for a marketing course for magicians. I didn't have any money, so I went to my parents and I said, “Can you buy this for my birthday”, and they said, “Sure.” I implemented the course and in thirty days, I became the most expensive, busiest magician in western New York. I said, “Holy … (something), this stuff really works.”
I went to the guy who sold me the course whose name is Dave Dee, who some of you may have heard of, and I said, “How does this work in my real job?” He said Dan Kennedy. I went to Dan and Dan said, “You're doing everything wrong. You shouldn't be cold calling. You shouldn't be mass mailing seminar invitations. Write me a really big check and I'll change your life.” His pitch was eight hours. It was a lot longer than that, but I'm making this shorter so we can get into the content.
I went home to my wife and I said, “Honey, twelve months ago we got married. Nine months ago, we bought our first house. Three months ago, we had our first baby, and two shorts weeks ago, you quit your job to be a stay at home mom, leaving me the sole bread winner for a wife, new baby, new house, and I'm making three hundred cold calls a day. I got to go borrow a bunch of money to hire this guy Dan to change our lives.” She said, “You told me a story about you borrowing money once. It didn't work out too well. I'm going to say no.” I asked her the same question every day for thirty days. Gradually her nose got more intense and some other forms of language added on to the word “No” that I won't repeat here, but on day thirty one, she said, “You better pray this works.”
I hired Dan and in the first two years of working with Dan, he quadrupled my revenue. I went from bottom of the barrel of six thousand, seven hundred reps to top thirty in the country. That got me written about in the industry's number one trade journal. It got me written about in three best selling books for financial advisors. It worked really, really well. I said on my monthly call with Dan, “What do I do now?” He said, “You start a marketing company and you do this for other people.” That was eight years ago. I started Market Domination, LLC which can be found at UltimateMarketingMagician.com. It started as just me and one client. Now there is an office building full of wonderful people who work for me and we have hundreds of clients all over the globe, including four Fortune 500 companies. It's been an incredible, incredible journey which I owe all to Dan. Along the way, as I've mentioned, I wrote six books, including the one we're talking about today, Podcast Marketing Magic.
Let's get into it. I hope you've got pen and paper to take notes, because now is when you want to start. Podcasting actually is not just podcasting. Podcasting is your freedom. It is your freedom from worry about where the next customer is coming from, where the next referral is coming from, where the next lead is coming from and how you're going to grow and reach more people.
I'm going to show you how you can overcome all of those challenges with a podcast in as little as twenty minutes a week. Write this down. iTunes is not a Social Network. iTunes is a Media Platform. iTunes is a Media Platform. Once you have an account on iTunes, once you have a podcast on iTunes, you are now a reporter. I'm going to let that sink in. Once you have a podcast, you are essentially a reporter. As a reporter, you can grant anyone what most people desire most which is exposure, because you have a media platform.
Think about it. If you got a cold call of someone trying to sell you something, you might … I got three today. I hung up. I said, “No thanks.” I was polite, but I hung up. If I got a phone call saying, “How would you like to be booked on my show that's in front of 2.2 million people, business owners”, I would say, “Of course. What do you need me to do?” Nobody hears the good news. Nobody asks how many listeners you have. It doesn't matter if you're just starting out and you have five listeners and four of them are family members. You are now a reporter. How can your podcast get you in front of anyone?
This is Gary Occhino. He's a client of ours. His podcast is called The Outdoor Boardroom. Gary is a golf coach in Buffalo, New York which means three months out of the year, he coaches golf and nine months out of the year, it snows. We said to Gary, “Let's get you booked places that are warm, and let's stop charging seventy five dollars for a golf lesson. You're trading time for money. If you're going to trade time for money, let's trade a whole lot more money for a lot less time.”
Yes Steven, dialing for dollars was very rough. I'm so glad I don't have to do it anymore. We started the Outdoor Boardroom, and on it, Gary interviews Fortune 500 and very large company CEOs who golf and they talk about business and life lessons they learned on the golf course. Then, at the end of it, part of Gary's interview questions that we script for him, just like we script for all of our clients, they're all different, but some of Gary's questions are, “What's your biggest challenge in your golf game? What golf course is on your bucket list? Any person in the world who is alive today, celebrity, athlete, doesn't matter, who would you want to play that course with?”
Let's say the CEO says, “I want to play St. Andrew's. I've got a vicious slice, and I'd love to play with Vijay Singh.” Gary says at the end of the interview, “Hey, would it be okay if I sent you some information about how you could play St. Andrew's with Vijay Singh?” The CEO goes nuts and says, “Of course, I would love that.” Gary sends out the Shock and Awe box we built for him that has a personal DVD to the CEO on it. The CEO fills out a lengthy application for Gary's Last Golf Lesson Ever Program because The Last Golf Lesson Ever Program is a hundred thousand dollars a year. Gary has to rent a private jet, fly to pick up the CEO, pay Vijay Singh's appearance fee, fly to pick him up, fly to St. Andrew's, play there for a couple days, and then fly them both home.
Every month now, and he's got a lower tier version of that, so he's got programs that start at five grand and go up to a hundred, but you now see pictures of Gary. He doesn't physically attend our Mastermind Group as much as he used to. He missed the last three meetings because he was in Aruba, the Bahamas, and some other tropical place, playing golf with someone who had paid him at least five thousand dollars plus expenses to go play golf for two days.
Ted: That's a tough life.
Seth: It's very … I want to be a golf coach now, right? If Gary had cold called the CEO, he never would have gotten through, but because we used our secret sauce, our multi-step, multi-media marketing campaign to get through about a media appearance, it works. Your screen switched back. I don't know if that matters.
Ted: Yeah, it switched on.
Seth: Okay. So this is another example. I talked about how in twenty minutes a week, you could get twenty referral partners sending you business. This is an estate planning attorney in my home town of Buffalo, New York. Estate planning attorneys get their referrals from financial advisors, CPA's and nursing homes. What we did was we did our multi-step, multi-media magic marketing campaign to get financial advisors, CPA's, and nursing home directors to be interviewed on Richard's podcast and interviewed in his book. Now he's got a book called Estate Planning Experts: Buffalo with all of them in it. Now, they all have bought two, three hundred copies of that book, and they're handing them out to every single client and prospect they see because they're in the book so they look good.
Because my client wrote the book, when all those clients want to get their wills and trusts done, they go see my client, Richard Binko, and he gets a ton of business. If he had gone to those financial advisors, knocked on their door and said, “Hey, you want to hand out my business card, even though you don't know me”, they would have thrown him out of their office. Because they're handing out copies of a book that they're in, it's in their self-interest to hand out as many copies as possible. They're also promoting my client, because we turned the podcast into a book. Does that make sense?
Ted: Brilliant. Good idea.
Seth: Thank you. As I mentioned, this is my wonderful wife, [Rebecca 00:22:25]. These are our kids Max, Ella and Lilly. Max is eight on the right. Ella is six. Lilly is three. They keep us very very busy. Also, one of the reasons I do this, is these are some of the Third World entrepreneurs whose businesses I've funded. I've funded about seven hundred and fifty to help them start or grow their businesses and get out of poverty, because I think entrepreneurs are going to raise the standard of living for the world. I do not think our government taxing us is going to get us into prosperity.
These are the Steps to Successful Podcasting. You want to write these down. The first one is your podcast needs a concept and a name. We're going to go into all of these. You need interview questions because your podcast should be an interview. There are a lot of podcasts out there where it's one person and they just talk or rant for a few minutes, but the problem is if Ted is the only one who talks on his show, Ted is the only one who is going to promote his show. If Ted interviews me, I'm going to go tell everyone I know I was on Ted's show because I look good. It's an instant referral partner. We need interview questions and then we've got to book our first guest.
Here's an example. If I go into iTunes and I go into Podcasts and I search for Personal Branding, these are all the podcasts that come up that rank in iTunes for Personal Branding. iTunes goes from left to right, so this is the first one, this is the second one, etc. etc. Life is a Marathon is the first one. I want you to notice something. How come the name of the podcast isn't just Life is a Marathon. How come it's Life is a Marathon Life Coaching, Self-Esteem, Personal Development, Personal Branding, Positive Thinking?
It's because those are key words he wants to rank for, so he puts them in his title. How come Bruce Van Horn's name isn't just Bruce Van Horn? How come it's also Life Coach, Motivational Speaker, Thought Leader, Author, Blogger, Runner? Because those are things he wants to rank for. How come his description isn't one sentence? Look, he's got inspiration, motivation, motivational speaker, personal branding. He's got all of his key words in his description as well and he also has them built into the show notes of every episode, which is why he comes up number one for Personal Branding. He's got ninety two reviews, which are easier to get than you think.
Ted: This is like SEO was ten years ago with our websites.
Seth: It is like SEO was ten years ago, but iTunes is the wild wild west right now. Your introduction for your podcast. I mentioned at the beginning that a podcast is like a radio show on your phone. People are expecting the equivalent of a radio show, which means you need an introduction. It needs to sound like a radio show, so it needs to be somebody else, like a voice over actress or actor doing the introduction to music like a radio show would be. You can't do it yourself, because Rush Limbaugh doesn't do his own intro. It should be a lead generation ad for your podcast to get them to listen to it, and the next action you want them to take, like go to my website and get my free book or watch this free webinar on LinkedIn, or whatever it is. It should also position you as the expert in your niche, so that they know why they're listening to it in the first place. Does that make sense?
Ted: Perfect sense. Yeah.
Seth: Okay. How are you going to record your podcast? I get this question like ten times a day. Like John Lee Dumas from Entrepreneur on Fire and Podcasters Paradise has like eight thousand videos on how to record a podcast. If you go into Google and go into YouTube, there's a million opinions. I'm going to save you from all of that. Don't worry about the technology. Don't worry about spending three hundred dollars on a microphone and a fancy studio set up. You don't need any of that.
You're going to get the Call Recorder App on your smart phone that is free to record your interview. That's all it takes. If you bought a three hundred dollar mic, would the sound quality be better? Yes. Could you hear the difference? Yes. Does anybody really care? No. As long as your content is good, nobody's really going to … It's funny, one of the most popular interviews I've ever done was with Dan Kennedy, and he wouldn't use the Call Recorder app. He made me use a free conference call service, and the audio quality was terrible, but because it was Dan Kennedy, nobody cared. Everybody listened to it. He even cut out at times. Nobody complained. It doesn't have to be Dan Kennedy for that to happen. As long as they can understand you, you're fine. The rest won't make a difference.
Obviously, you need an introduction done so it sounds like a radio show. If I go into the app store and I type Call Recorder, this is what comes up. That's what you want. Call Recorder Free. The app is free. You will pay for air time, the minutes of recording time you use. Once you open the app, it looks like this. It's a really clean design. You'll notice I have an hour and two minutes remaining and if I need more time, I just hit “Buy Credits”. I spend about ten or fifteen dollars a month on air time. That's all it takes. I hit this little “Record” button. They made it so you can't screw it up. It's the big red record button. It then calls into the service. You then hit your little “Add Contact” button and I pick the person that I'm calling and when they're on the phone, I hit “Merge Call”. It starts recording the call. That's it.
When I hang up at the end, the app opens up and says, “You have a new recording available. What would you like us to do with it?” You say, “Email it to myself”, or in this case, you're going to say, “Email it to Seth and his team and they'll do all the work for me.” There's your MP3 file and then all you have to do is splice your intro on the beginning, and that's your show. That's really all it takes. It's really simple. Again, you want a professionally produced introduction, and then once you've got a show, you need a way to get it to iTunes.
There are a million services that will do that. The one we prefer to use is called Libsyn, Libsyn.com. I am not an affiliate for them. I do not get paid for sending you there. I make no money from that. It's easy to use and they have the best analytics and monetization tools. We've used a number of different ones. That's my favorite. There might be a better one that I just don't know about. Once you upload to Libsyn, you then cut and paste the feed. Libsyn has step-by-step instructions on how to do this, on how to take your podcast feed from Libsyn, paste it into iTunes, and then poof, you have a show on iTunes. Every time you air a new episode on Libsyn, it automatically will tell iTunes and upload it to iTunes.
Then what you're going to do, is you're going to get every guest to promote that they were on your show. We will give them social media content, we will give them email content, all pre-written for them to send out to their lists, telling them, “Hey, I was on Ted's show.” You do that every time you have a guest. They should promote that they're going to be on your show, and then you're going to transcribe every episode until you have enough episodes for a book.
Your podcast should be around a theme. If I interview twenty people all talking about different things, it's going to be an interesting book. If Ted interviews twenty LinkedIn experts, he now has a book all about LinkedIn. I transcribe the episodes for the book, and then when the book is published by Market Domination Publishing, my publishing company, we will then again reach out to everyone who is now in the book and get them to market that they are in the book, and we'll get them copies of it, and they can buy as many copies as they want at our printing cost, because we're not trying to make money selling books. We want them to hand out as many copies to their clients, customers, and prospects as possible, because it's driving business back to you, or in this case, Ted. Again, I'll sell them a book at four bucks a pop and they can go resell it for fifteen or twenty, or they can go give it away because that referral is going to come back to whoever my client is, who “wrote the book”. Does that make sense?
Ted: That's the best business card out there.
Seth: They are the best business card out there, and now you have one without having to write your next one. I know you put a whole lot of blood, sweat and tears into your LinkedIn book. The next one isn't going to take much work.
Seth: You and Entrepreneur Press were the only people who promoted the LinkedIn book. Now you're going to have twenty other people all selling the book for you. Can you see how that would dramatically increase your business?
Ted: Sounds good to me.
Seth: Thank you Christian. I appreciate the positive feedback. I hope you will be our next success. I hope I'm inspiring you to go get a podcast and turn it into a book. If all that did for you was get you in front of your dream referral sources and prospects, would it be worth it? I mean, Gary is now playing golf with Fortune 500 CEOs and getting flown all over the world. I'm not saying Ted's going to do that, but the Ted equivalent would still be pretty cool, and very lucrative. We have done this in every industry you can imagine, and some you don't even know exist. We've done it in chiropractic, fitness, legal, financial, marketing. We've done it for Elvis impersonators, we've done it for financial advisors, we've done it for insurance agents, we've done it for mommy bloggers. You name it, we have not found a niche that hasn't … We've done it for restaurant owners. We haven't found anybody it didn't work for.
Ted: Elvis impersonators? Really?
Seth: There is a guy who is an information marketer who sells products to Elvis impersonators on how to be better at Elvis and how to make more money being Elvis and getting more gigs being Elvis.
Ted: That's amazing.
Seth: When he told me, I was like, “You're kidding me, right? This has got to be some type of practical joke.” He's like, “No, go look at my website.” I'm like, “Holy cow, he's got a YouTube channel with half a million views.” He teaches people how to be … And in his affiliate program, he sells them the wigs and the gold lame suits and everything else, and he gets an affiliate commission.
Ted: Oh my God.
Seth: I said, “I never would have guessed in a million years that that was an industry and that was a niche”, but God help him, it is. I didn't know there were that many Elvis impersonators.
Ted: That's just amazing. There's always a way to make money.
Seth: There is always a way to make money. If all this did for you was get your book done without you having to write it, is it worth it? If all it does is get you new customers, clients, and patients, is it worth it? Of course it is. My question is, this is very serious Ted. Can you do this? Can you dial a phone or can you punch the buttons? Nobody dials anymore.
Ted: That's right.
Seth: Can you read the transcription? Can you edit a Word doc. If you can do that, we can even do it all for you, but those are the key elements: Reading and dialing a phone. Oh, you have to talk. If you are mute, this won't work for you.
Seth: Okay. So the way our podcast … We'll open it up for more Q & A in a second. The way our Podcasting Marketing Magic Service works, we create the podcast for you. We create the professional introduction for you, like we produce it with the audio and the music and the voice over. We script it and produce it. We do the research and find the guests for you who are going to dramatically increase your business. We do the marketing to get them to say yes and be in the show. All you have to do is do the interview. We'll write the interview questions for you, and then you just use the Call Recorder app to send us the MP3 file. We'll edit the audio. We'll upload it to iTunes. We'll transcribe and edit every episode. We'll do the graphic design layout and publishing of your book. We'll market and promote the book. Then we'll provide the marketing materials for everyone in the book to send out to their customers to promote the book, all driving a ton of business your way. All completely done for you.
I will also, you asked me to throw in a killer bonus for your group. I teach a three hour Master Mind Group every month where in that three hours, I teach you our cutting edge marketing secrets, so it's not just podcasting. We teach Facebook. We teach social media. We teach direct mail. We teach YouTube. We teach radio. We teach Reddit and Periscope and Blab and Meerkat. We teach everything to keep you on the cutting edge that's working for our clients, and that's normally a $2,364 value which we will throw in for free for everyone who signs up from Ted's tribe.
The normal cost, the normal investment to get all of that done for you, like literally [souped 00:35:29] up start to finish is $1,997. It's $2,000 a month. Ted twisted my arm and told me I had to give his audience a brain dead offer, so it is only $997 a month. It's 50% off at PodcastMarketingMagic.com/DoneForYou. My one catch is we can't have a customer in your marketplace doing what you do already. I can't have overlap because we'd be marketing to the same guests. If it turns out that we have someone in your marketplace, we will just instantly refund your money.
Ted: I was going to be an Elvis impersonator though.
Seth: That's going to be a problem. I can't take another Elvis impersonator. All right, I know I fire hosed you with a ton of content. Let's take some questions.
Ted: I have a question. What's the optimal length for a podcast?
Seth: Good question. Usually twenty to thirty minutes. Most people are multi-tasking when they podcast. They are driving or they are on the treadmill, or they are working out. There are people like Gary Vaynerchuk and Tim Ferriss who can get away with like a two hour show. Even they have drop off. Not everybody stays on for two hours. Unless you're already like a household national brand, it should be about thirty minutes. Remember, I'm telling you the way to monetize your show the best is to do an interview show and maybe I can interview Ted for two hours, but the average person I'm going to interview isn't going to be fascinating for thirty minutes, for more than thirty minutes. You also don't want one person … If I interview one person for two hours, they might be half the book. I want lots of people in my book.
Christian wants to know how to collect Canadian quarters. Can you translate that for me? One of the things I've learned, because if you go to my website, I will also throw in, if you sign up, I will also give you a free copy of my book download of Podcast Marketing Magic where I interviewed fifteen of the top podcasters in the world, like people with audiences in the millions. I said, “How did you do it? How did you grow? How did you grow your audience? How do you monetize your show?” Ninety percent of them are monetizing the same way. They are selling ad space on their show, or they're selling sponsorships of their show. You don't really want a second job, knocking on doors trying to sell people ads. That's how radio works. What I would say is, the monetization comes from picking guests who you want to promote your business, and that's where you make your money. Also, think about it. You've got a radio show. If I have space on my show for ads, why wouldn't I advertise my own stuff? Why wouldn't I advertise my own product?
David was saying, Lisbon.com is not a good site. You're spelling it wrong. It's Libsyn.
Ted: Libsyn. L-I-B-S-Y-N.
Ted: So how many podcasts a month should I do?
Seth: I'm sorry?
Ted: How many podcasts a month should I do?
Seth: You should do one a week.
Ted: One a week. Okay.
Seth: That's it. Twenty, thirty minutes a week is all you need. There are people like John Lee Dumas who air every day. I would say, depending on if you are a “regular business owner”, one a week is all you're going to need.
Ted: That's awesome.
Seth: Our service guarantees you one every week. We have a tendency to over-deliver, but we'll air one a week for you. It's funny, I have a chiropractor who is doing a podcast on how to restore your immune system after cancer. That's how specific it is. When we put out the marketing campaign to oncologists who were dealing with this issue with their patients, twenty seven responded in the first week.
He said, “Oh my God, what do I do?” I said, “Well, you can't record them one a week, because the guy six months from now is going to forget all about you.” I said, “We'll air them one a week, but if you could record a few a week and get it done in let's say two months, then they'll probably still remember you. You could probably schedule eight weeks out.” He said, “No way man. I'm taking a week off of work. I'm doing this ten hours a day.” He did all twenty seven interviews in a week and his book was done and his podcast was done for the next seven months. He's not normal. I don't suggest you do that, but it is possible. He also had an overwhelming response. We don't normally get twenty seven people off the first marketing campaign.
Ted: Right. [crosstalk 00:40:17] How many podcasts do you have going right now?
Seth: You mean, how many episodes do I have, or how many shows do I have?
Ted: You have like a couple, one for each little niche that you're targeting? Have you tried that?
Seth: I have clients who are doing that. That is next on our agenda. My podcast right now is working so well, that is on our list. We are building presences in every vertical, so we're going to do one for legal, one for financial, one for chiropractic, one for dental. I've got one going in dental right now. I've got one going in chiropractic. I've got one going in fitness. I just haven't had time to do all of the rest.
Ted: Okay. So I have one. Mine is called Click for More Customers, where I teach people how to drive traffic to their website, or to whatever. Should I do a separate one for LinkedIn specific topics?
Seth: Yes. Because LinkedIn is such a huge topic and such a huge marketplace, I would do it as a separate podcast.
Seth: I am a subscriber to Click for More Customers.
Ted: This will be on here.
Seth: Beautiful. I will write a Five Star review.
Ted: I will be transcribing this and posting it on my blog and re-purposing …
Seth: It will be a chapter in your next book.
Ted: There you go. David wants to know what size plan on Libsyn should he start out at?
Seth: What size plan for Libsyn. Hang on a second. Let me go pull up. Where is it? Plans and pricing, hang on. You want the classic one that's fifteen dollars a month. Eventually you can grow to the bigger ones, but the fifteen dollars a month gives you enough storage and enough statistics to get you started.
Ted: So, I use a service. I can't remember if it's a plugin on my Word Press site. It uploads it to iTunes, but I don't store the data there or the MP4, MP3. I keep that on Amazon. Is that okay?
Seth: It's not an issue of if it's okay. Sure it's okay. Can you see how many people are listening to each episode of your show?
Ted: Yes I can.
Seth: Can you see how long they listen for, and when they drop off?
Ted: Only if I pay the premium price to that plugin.
Seth: Right right right right right. Libsyn includes that at the fifteen bucks. I want to know that number, because I want to know. We analyze every episode to keep making them better and change up the questions, and over hundreds of episodes for clients, we can see how to make it more fascinating. I agree with Christian who says, “Don't skimp on your stats, man.”
Ted: Fifteen bucks isn't that big of an investment.
Seth: I think you can afford … If you do it with us, we'll pay for it for you.
Ted: There you go. That sounds great, because I spent a long time figuring all this stuff out, how to get everything connected and then every month, I have to do banners and promote it.
Seth: Yup, we do all the work. All you literally have to do is do the interview. Everything else we do.
Seth: It should be your voice on the air.
Ted: Exactly. Can't outsource that, because I'm the brand that I've built.
Seth: Right. If you weren't, if your brand was faceless, I guess you could outsource it, but I wouldn't recommend that.
Ted: Right. Christian's telling me to skip the pizza and buy the stats.
Seth: I'll give Ted the fifteen bucks.
Ted: David wants to know is the Call Recorder app an iPhone app or other?
Seth: It is an iPhone app. If you are Android, I don't know if there is an Android version, but there are a million call recorder apps. You don't have to have that particular one. As long as it will record both sides of the conversation. I had a client who made a mistake and found an app, and it only recorded his side. It didn't record the other person, which does you no good. Make sure in the description that it records both sides of the conversation and two, test it. Call your wife. Call your spouse. Call Ted and record it and wait for five minutes. Talk for five minutes and make sure it records in its audio that you can hear before you do your first show, because the last thing you want to do is have to call someone back and go, “I'm sorry, can we redo the whole episode?”
Ted: I just had that happen last week. Somebody interviewed me and he recorded the wrong screen on his computer.
Seth: It happens. Christian: Can I set up a feed for my own server to feed iTunes once it's published? I do not know the answer to that question. As long as it's the file format that iTunes wants, my guess would be yes.
Ted: But you won't get the stats.
Seth: Right. You'll be skimping on the stats, man.
Ted: He's the one yelling at me.
Seth: He's the one yelling at you. We better send Christian some pizza.
Ted: Talking about seminar questions. This is great because I've got a million questions, all technical stuff. It would be great to not have to keep up with all that.
Seth: Yeah. We take care of it all.
Ted: The whole opportunity with iTunes, getting it in every car is ridiculous. That's just amazing.
Seth: Yes. I would agree.
Ted: Re-purposing all this content all over different sources.
Seth: Right, because if you think about it, it's not just a book. We've transcribed every chapter and edited it for you, so that's now a lengthy blog post with key words in it. You can then take the sound bite. You can take quotes out of that and use that as social media content. I mean, it's really … A lot of peoples biggest challenge is, “I know I'm supposed to be doing all this stuff, but it's too much time and I don't know what to write about and I don't want to paste it to seventeen different sites.” This gets it all done for you.
Ted: What's great is, once I wrote my book, I hired someone to actually chop it up into articles, and then we chopped it up into social media posts, so now I have all this great content, just by creating that one book.
Seth: Yeah. iTunes in every car. Oh, you missed that part Farmer John. Let me go back to CarPlay super fast. Hang on.
Ted: This is amazing.
Seth: Okay, so this is CarPlay. When you buy your next new car, it's going to come pre-bundled with the Podcasting interface. What that means is, you have an iCar. The podcast interface will be in every single new car in the next five years, which means you will have tripled the number of people listening to podcasts. Christian referring customers to you. We may not be able to manage all of them. Yes, we have an affiliate program. If you go to UltimateMarketingMagician.com/Affiliates, you can become an affiliate of ours and everyone you assign to us, you get paid on every single month they stay with us. That is a fantastic problem to have. We have a number of clients who … You know, I have a client who literally sends us a hundred customers a month. We're airing a hundred shows for them a month, just for that one customer because they're all his customers and he's got a significant business that's perfect for this. Yup, we will absolutely pay you.
Ted: That little icon on the screen there. The purple one. When they put that on the iPhone, that's when I started listening to podcasts again, before we downloaded iTunes, plug our phone in, download them.
Seth: Okay, Farmer John wants to know how will they find me in the car? When they click on the podcast icon, just like on the phone, the Podcast App opens up. Then they would search for you in the search term, the little keyboard will come up, or Siri will do it via voice prompt, and then hopefully you've done your app store search engine optimization so you show up when they search for you.
For example, if you go to the Podcast App right now, let's see, I'm going to do it just to double check. I'm going to podcasts, I'm typing in search, I am going to type in … You got to think about what key words you want to rank for. We do key word research for you as part of our package. If you type in Direct Response Marketing into the Podcast App, A: I'm the first podcast and the sixth podcast because I have two different podcasts under Direct Response Marketing, plus if you go to podcast episodes at the top, I own ninety nine percent of the real estate. There's only in the first fifty listed, there is only three other people who aren't me. Every single episode is me. You basically can't find anybody but me. I own the space.
We used it for Gary Occhino, our golf coach. His led to the book that we wrote for him, Play Golf Like the Pros was number one on Amazon for golf. It isn't number one today, but it was number one for months. It is a giant competitive … Like you went to Amazon and typed in golf, his book came up number one which led to him being picked as the US National Junior Team Coach, because they went to the guy who had the best selling book.
Is there an equivalent to iTunes in the Android market? Yes, the Google Play Store is where your podcast goes on the Google Play Store. That's the Google equivalent. In other words, can we list on iTunes for iPhone and on Android? Yes, you can be in both places, which would be more real estate.
Seth: Obviously, iTunes is the eight hundred pound gorilla. It has eighty percent, lion's share of the listeners.
Ted: Google loves content from iTunes and YouTube and all these places.
Seth: Yeah, if you think about it, every single episode is a link back to my website for my keywords from iTunes.com. I own the space for my keywords, although I own all of page one and page two for some of my keywords because it's just link after link after link of episode after episode after episode.
Ted: Right. That's why consistency matters.
Seth: Yes. Android market is Google Play. I've got five more minutes before I have to go jump on another Google hangout. Let's take, let's say three more questions. I'm going to urge you again to go to PodcastMarketingMagic.com/DoneForYou because I'm shamelessly biased and we want to do this for you, and do all the work so that you don't have to.
Ted: I definitely want to get the LinkedIn podcast going.
Seth: Mirrors are being replaced to cameras/screens, so why not podcast? Excellent point, Farmer John.
Ted: Okay, any questions? Going once …
Seth: Going twice. Last one anybody?
Ted: Okay, it's Podcasting Magic, you say it because I blanked out the screen.
Seth: Let me put it in here. PodcastMarketingMagic.com/DoneForYou.
Ted: Okay. I think that's it.
Seth: You know what, I will throw in one more crazy unannounced bonus. If we do your podcast for you, I will give you a bonus interview and I will interview you on my show in front of 2.2 million people.
Seth: Plus you'll get practice doing an interview, but you'll get practice with me and you'll be on my show and you'll have a link to your website for my show.
Ted: That's worth the investment right there.
Seth: Well, I would think so, but I'm biased.
Ted: Awesome. Thanks for your time and I'll be posting to 3Play and the transcription as soon as possible.
Seth: Give me links to both and I will promote them for you.
Ted: It will be on my podcast.
Ted: The link isn't working. [Stacy 00:52:46] is saying the link isn't working.
Seth: The link to what?
Ted: Podcasting marketing magic.
Seth: It's not podcasting. It's Podcast.
Ted: Yeah. PodcastMarketingMagic.com.
Seth: If you type it wrong, it doesn't work. I guarantee you that. I'm on the site right now and it works. It's PodcastMarketingMagic.com/DoneForYou. I promise.
Ted: There we go. I'll send the link and the replay email too.
Seth: I would spend more for an interview endorsement. All right, well we could talk about … Nope, Christian, you're going to send us so much business, I'll do it for free.
Ted: Christian, you pay him five thousand for it.
Seth: Yeah, I would be happy to take more money if you want. All right, thanks everybody. Thanks Ted for having me.
Ted: Thanks Seth. Talk to you soon.
Seth: All right.
Ted: Thanks everybody.