Most people start a podcast as a way to generate leads.
- First, they get an idea of what the podcast will be about.
- Second, they record an episode or two and begin advertising it.
- Lastly, they start thinking about the audience only when the podcast is already up and running.
They try to figure out who among all those listeners is their target audience so that they can turn them into leads.
But here's the thing:
I've said many times that a podcast is a lead conversion tool, not a lead generation tool. As such, it is a very effective Profit Activator Three. I don't count on it to generate leads for me. I generate my leads independently, with a Profit Activator Two book or report. So by the time people are listening to my podcast,
I already know who I'm talking to.
See the difference?
Now, I want to converse only with people who believe that to be true, so I gather my audience first.
I did a Profit Activator Two book, "Listing Agent Lifestyle - The future of real estate is better than you think." I advertise the free book on Facebook, and I build an audience of people who are attracted to that
premise. And then, week after week, I speak to one real estate agent, and we talk about applying the eight elements of the Listing Agent Lifestyle. I record the conversation and release it as an episode on my podcast.
and direct my audience (that I've already built!) to listen to it because I know for a fact they're interested in that topic. But everything I do in this process is geared towards one goal: growing the community of listing agents at gogoagent.com.
I identify the audience I want to speak to ahead of time. I gather them. I have the ongoing conversation with them on the Listing Agent Lifestyle podcast. And then, as a wrapper, I end the show with, "Whenever you're ready,
Here's how I can help you next." That, in turn, leads to a free trial of gogoagent.com. If they try it for 30 days, we'll give them some results in advance, which will be enough to convince them to stay for 30 weeks. And if we get them for 30 weeks, they're in for 30 years!
That's the framework you should be looking at, too. Gather your audience ahead of time. Identify who you want to speak to first. Because that's what's going to drive your podcast.
You'll also have a much easier time moving your audience forward to start working with you.