Steve Brossman
Expertise Empire – Part 1
Coaching and Consulting
Explore the booming world of audio marketing with guest Steve Brossman from Expertise Empire. Discover the resurgence of podcasts, their massive audience reach, and how their on-demand format fosters timeless connections. Learn the art of being a captivating guest, building the “Podcasting Relationship Trinity,” and maximising your impact through post-podcast strategies like promotions and partnerships.
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Summary
Overview:
– Podcasts are increasingly being recognized as a valuable marketing tool with a high return on investment and a large audience.
– Audio marketing, including podcasts, is becoming more popular and convenient compared to video marketing.
– Podcasts offer unique benefits such as flexibility and the ability to attract a growing number of listeners.
– Being a podcast guest is about building relationships and engaging with the audience.
– Personal podcasts provide a space for individuals to discuss their expertise and interests.
– Podcasting offers more freedom and flexibility compared to radio.
– Leveraging podcast guest experiences can lead to partnership opportunities.
– It is important not to treat podcasts as sales pitches and instead focus on building relationships.
Topics:
1. Value of Podcasts:
– According to a survey, 89% of businesses and marketers plan to increase their marketing spend in audio marketing by 2024.
– Podcasts are seen as a valid form of marketing with a great return on investment.
– Over 100 million people in America alone listen to a podcast at least once per week.
2. Comparison of Audio and Video Marketing:
– Audio marketing is becoming more powerful and convenient compared to video marketing.
– People can listen to podcasts while driving or using public transport, making it more convenient than watching videos.
– The speed and convenience of audio contribute to its increasing popularity.
– There are approximately 225,000 active podcasts compared to 1.1 billion websites for businesses.
– Globally, there are as many as 500 million podcast listeners in any given month.
Transcript:
Anthony Perl: (00:00:00) Welcome to Biz Bites, brought to you by CommTogether helping businesses like yours build their brand through telling amazing stories to engage and grow audiences on multiple platforms.
Anthony Perl: (00:00:15) Well, hello everyone and welcome to another episode of Biz Bites where well, I think it’s going to be a fantastic conversation.
Anthony Perl: (00:00:23) This one because Steve Brossman is my guest and not only do we share some similarities in our backgrounds, but I guess our businesses we’ve worked out are pretty well aligned.
Anthony Perl: (00:00:34) So here I am running a podcast and of course talking to lots of people about helping them and publishing their podcasts.
Anthony Perl: (00:00:42) Steve, on the other hand, specialises in helping beat people, be a guest on podcast.
Anthony Perl: (00:00:48) So he better perform well today because that’s his main gig, right?
Anthony Perl: (00:00:52) So, Steve, welcome.
Steve Brossman : (00:00:54) Oh, I I was going to come in and stutter and say I’m too nervous to do this and oh heck, oh golly, gosh, etcetera, etcetera.
Steve Brossman : (00:01:01) But I better not do that.
Steve Brossman : (00:01:03) It might be good for business.
Steve Brossman : (00:01:05) Will it?
Steve Brossman : (00:01:05) So Anthony, it’s the yin and the Yang or it’s the positive and the negative of the the magnets that are just going to snap together and attract.
Steve Brossman: (00:01:14) And yeah, let’s give your listeners a hell of a treat.
Anthony Perl: (00:01:18) Yes, let’s do that.
Anthony Perl: (00:01:19) Let’s let’s, because I think that’s the interesting common ground that we should probably start from is, is we both see the value of podcasts.
Anthony Perl: (00:01:28) And I suppose we’ll get into it a little bit later, but that probably has a little bit to do with our own biases of our backgrounds in the media.
Anthony Perl: (00:01:35) But, you know, just give me your spin on the value of podcasts.
Steve Brossman : (00:01:41) Well, I’m going to go one step further.
Steve Brossman : (00:01:44) I’m going to give you, the researchers spin.
Steve Brossman : (00:01:48) I do a lot of work with some American companies and they do the latest research on everything that’s going on.
Steve Brossman : (00:01:56) And for the first time, I received the document that was previously headed The State of Video Marketing.
Steve Brossman : (00:02:04) And I’ve been getting that document for the last 2025 years.
Steve Brossman : (00:02:08) However, this year it was called the State of Audio and video marketing for the first time ever.
Steve Brossman : (00:02:16) Audio marketing has had its own little category within it and 89% of the businesses and the marketers surveyed said that they will increase their marketing spend in audio marketing in 2024.
Steve Brossman : (00:02:33) So with more podcasts coming on and the value being seen as a great return on investment, people that are listening to this really should think, OK, it’s not just something that I’ll do to get in and fill in time, it can and should be a valid form of marketing.
Anthony Perl: (00:02:55) There’s so much to unpack there, I want to start off with just a recollection of it.
Anthony Perl: (00:03:01) It’s it seems a bit deja vu because we all, you and I are old enough to remember when TV started really becoming so prominent in terms of, you know, we started to get all, you know, Foxtel’s and all of these kinds of things happening.
Anthony Perl: (00:03:19) And of course in the, you know, if we cast our minds back to the 80s, that very famous song video killed the radio star and we were all, you know, thinking well it, it’s going to be over.
Anthony Perl: (00:03:31) Talkback radio still dominates the airwaves in Australia in terms of it being the top ranked programs, particularly in the breakfast time slots and the drive time slots around the country.
Anthony Perl: (00:03:44) Audio coming back at video, it’s really interesting isn’t it?
Anthony Perl: (00:03:48) Because it’s just it, it hasn’t it.
Anthony Perl: (00:03:53) People don’t realise the the, the the difference.
Anthony Perl: (00:03:58) It it may seem obvious that one’s one’s you’re seeing pictures and the other one you’re not, but there’s a big difference between the way you approach both.
Steve Brossman : (00:04:07) Yeah, I totally agree because you know, we’re both from, you know, the the video background and you know, we were teaching video marketing back as early as 2008 and we were preaching videos.
Steve Brossman : (00:04:20) However, the speed and the convenience of audio is much more powerful.
Steve Brossman : (00:04:29) People can actually listen to it while they’re driving, they can listen to it without being obtrusive.
Steve Brossman : (00:04:34) On a train or or public transport, you don’t know what’s going on.
Steve Brossman : (00:04:38) They’re they’re listening to things.
Steve Brossman : (00:04:40) So it actually is more convenient to to listen to podcasts and audio than it is videos.
Steve Brossman : (00:04:50) And that’s now being recognized and people are putting in the right information so that people are listening to it.
Steve Brossman : (00:04:59) And the statistics are that just in America alone, there’s over 100 million people who listen to a podcast at least once per week.
Anthony Perl: (00:05:12) Yeah, there’s the stats are ridiculous.
Anthony Perl: (00:05:15) I, I, I went through this in a recent episode about podcasting.
Anthony Perl: (00:05:20) And if when you take a look at it and I think this stats is something like there are 1.1 billion websites for businesses that exist.
Anthony Perl: (00:05:30) But then when you look at it and you, you talk about the stats of listenership, but the amount of active podcasts at any given time at the moment is about 450,000.
Anthony Perl: (00:05:40) That’s globally of which they don’t.
Anthony Perl: (00:05:44) I haven’t found a stat which says exactly how many are business podcasts, but let’s be ultra conservative and say it’s 50% of those.
Anthony Perl: (00:05:51) It will be a lot less than 50%, but let’s say it’s 50% even then, that’s 225,000 active podcasts compared to 1.1 billion websites with knowing that just in, as you say, just in America alone there’s 100 million.
Anthony Perl: (00:06:05) I’ve heard it’s something like 2 to 300.
Anthony Perl: (00:06:09) Sorry.
Anthony Perl: (00:06:09) As as many as 500 million listeners globally in any month to podcast.
Anthony Perl: (00:06:17) Like why you would not be in podcasts, is it?
Anthony Perl: (00:06:22) It should be a no brainer on.
Steve Brossman : (00:06:24) On both sides of the coin, Because with people like you, it’s easier than ever to get one started and to be a podcast guest.
Steve Brossman : (00:06:33) It’s not that hard at all to be a good one and actually monetize it.
Steve Brossman : (00:06:38) There’s a lot more to it, but it doesn’t take much to be invited to get on and communicate what it is that you know, engage with the host, engage with the audience and start creating a relationship.
Steve Brossman : (00:06:55) Now that’s that’s one of the biggest things that the podcast itself, it it starts basically the relationship building starts at the beginning of the podcast.
Steve Brossman : (00:07:07) It doesn’t end at the end of the podcast, it just continues and it’s how people treat that continuation of the relationship and how you invite the audience into the continuation of that relationship that makes all the difference.
Anthony Perl: (00:07:23) Yeah, spot on.
Anthony Perl: (00:07:24) And I think that’s the interesting thing to me, that many people but just expect something to happen only in the moment.
Anthony Perl: (00:07:35) And I think the great thing about podcasting is that it’s not there just for the moment.
Anthony Perl: (00:07:41) Unlike radio, which of course is limited by relatively speaking, is limited by the idea that you’re listening now.
Anthony Perl: (00:07:48) And if, sure, you can go and listen to the podcast of a show, but the majority of people are listening now.
Anthony Perl: (00:07:54) Whereas the premise of podcasts like this one are built on the basis that you can listen anytime you want.
Anthony Perl: (00:08:00) And just and in many cases series like this one is a good example, are not built on them being consecutive.
Anthony Perl: (00:08:07) So you don’t have to listen to them in order.
Anthony Perl: (00:08:10) You don’t have to listen to them just because this is the latest one.
Anthony Perl: (00:08:15) You listen to the ones that you want to listen to that are most relevant to you.
Anthony Perl: (00:08:19) And I think that timelessness just creates this unique opportunity for people that many do not take advantage of.
Steve Brossman : (00:08:28) Yeah, and and the way that it’s all set up now with the directories and the platforms that they’re all on you.
Steve Brossman : (00:08:35) You get alerts when what you want to listen to is is coming up, the you can search the topics, the subjects.
Steve Brossman : (00:08:42) All of that makes it so much more valuable.
Steve Brossman : (00:08:44) If you’ve got something valuable for somebody to listen to, they’ll find it.
Steve Brossman : (00:08:50) And that’s the great thing.
Steve Brossman : (00:08:52) And it is, if you’re a good guest or you’re a great host and have good people on, then the number of people that are coming to you will just keep gravitating and keep following you wherever you go.
Steve Brossman : (00:09:05) So it’s it’s totally different to obviously the radio.
Steve Brossman : (00:09:08) It’s primarily there as entertainment and obviously some information.
Steve Brossman : (00:09:13) Whereas if you’re following a host or a particular topic, you can go from one podcast to the other and keep getting what you need from each of those.
Steve Brossman : (00:09:23) And it’s now I heard.
Steve Brossman : (00:09:28) Can’t remember what the statistic is now, but it’s a crazy statistic.
Steve Brossman : (00:09:32) But some people get all of their learning just from podcasts.
Steve Brossman : (00:09:37) They they don’t go anywhere else.
Anthony Perl: (00:09:41) Yeah.
Anthony Perl: (00:09:41) And and you can understand that.
Anthony Perl: (00:09:42) I mean, again, it’s funny how we kind of come full circle because I know, you know, thinking back to my my school days, all those all those years ago that, you know, the biggest thing was I’d be listening to the radio And I remember getting to school and we’d all be talking about, oh, did you hear this or did you hear that?
Anthony Perl: (00:10:00) And and you know, whether it was news or whether it was a, you know, comedy thing or whatever it might have been, it, it always all came from from there, even more so than than TV ever did.
Anthony Perl: (00:10:12) And I think just getting back to that original subject as well is that, you know, as someone and you’d appreciate this as someone who worked in television.
Anthony Perl: (00:10:21) The biggest shift in going from audio to video is that you’re now reliant on the pictures.
Anthony Perl: (00:10:28) And if the pictures don’t say something, then it’s much harder to justify talking about it.
Anthony Perl: (00:10:34) So you need to.
Anthony Perl: (00:10:35) So you need to be led by the pictures.
Anthony Perl: (00:10:37) So when you watch a news bulletin at night, you’re watching what a commentary that is regarding the images.
Anthony Perl: (00:10:45) And then if you flip over and you’re listening to an audio only based version, well you can say you can paint the pictures yourself and you’ve got a lot more scope to talk about, a lot more varied thing because you’re not restricted by images.
Anthony Perl: (00:11:01) And I think that in itself is a big thing because as you as you were talking about before, that ability to listen anywhere, whereas if you feel as though you need to be watching, you’re a lot more restricted.
Steve Brossman : (00:11:13) Absolutely.
Steve Brossman : (00:11:14) And and that’s the the thing that I’m seeing that a lot of hosts and guests don’t get, they haven’t moved on in the their own podcasting arena and they are still down the route of I’m here to give out information and that’s where they stop.
Steve Brossman : (00:11:37) They they they just give out some good information.
Steve Brossman : (00:11:39) And in our training in fact I just recorded some training for our podcast profits program and the saying is be the prize, not the professor.
Steve Brossman : (00:11:51) Now you have a conversation with your host and you engage with the audience.
Steve Brossman : (00:11:58) You create a relationship with them so that they think I’ve just got to whatever that got to is, I’ve got to connect with, I’ve got to work with, I’ve got to do something.
Steve Brossman: (00:12:07) I just want more of this with that person.
Steve Brossman : (00:12:11) Whereas the professor, they go in and to to be fair, most people have been told this is your formula.
Steve Brossman : (00:12:20) Share your story, share some of your knowledge and expertise and send them to a gift.
Steve Brossman : (00:12:27) Now that that’s a one way St.
Steve Brossman : (00:12:30) and that is you the professor.
Steve Brossman : (00:12:31) I’m just going to ramp some stuff and if you think what I say is good then maybe you’ll like what I do and come with me instead of looking to create the relationship with the the people out there and say, well hey listen here are some key things.
Steve Brossman : (00:12:45) This is what I’ve got for you.
Steve Brossman : (00:12:46) I’ve got some gifts and they just think, wow, I’m involved.
Steve Brossman : (00:12:50) I’m invited in.
Steve Brossman : (00:12:51) I’m a part of this, not just I’m sitting back watching a couple of geeks having a chat.
Anthony Perl: (00:12:58) Yeah, I I think that it’s really, it’s really amazes me the way certain people give their intention about being on a podcast.
Anthony Perl: (00:13:10) And I’ve seen it happen on both sides as well.
Anthony Perl: (00:13:12) I’ve seen it people who run podcasts who who ask for this as well and it’s almost like it’s so predetermined what the conversation is going to be and that you’re going to give a series of how TOS and that you’re going to be.
Anthony Perl: (00:13:25) This is the topic that we want to discuss and go through all of these things and it’s like well if if that’s your standard that you’re going to give, then you’re just giving the same on every podcast you’re going on.
Anthony Perl: (00:13:36) What makes you a unique guest, what makes the opportunity there.
Anthony Perl: (00:13:40) I’m big believer in in having the conversation like what we’re doing now we didn’t just for for anyone’s benefit who’s not been involved as being a guest on my program and you’re listening in is that whilst I ask people who are coming on the program to provide me a short bit of information, it’s actually for our show notes afterwards.
Anthony Perl: (00:14:00) I I rarely spend much time looking at it before the podcast because it’s really about at one of the links to your website and to your profile and those bits and pieces that add a little bit of value to to it.
Anthony Perl: (00:14:14) Whereas coming and sending it to me and saying I want to be on your show and I want to talk about this subject and going well, I’m the host, I’ll decide what we’re going to talk about.
Anthony Perl: (00:14:23) But it happens and and regularly.
Steve Brossman : (00:14:25) And that’s one of the things I’m just good.
Steve Brossman : (00:14:28) We’re just free recording a whole lot of our training.
Steve Brossman : (00:14:30) And one of the things that I see over and over again, if I’m in different networking events and I’ll just hear people say I’m passionate about this, I can speak on this.
Steve Brossman : (00:14:44) I want to be on your podcast and it’s like, well, OK, you’re the host, you’ve got the podcast and you’ve got the guests.
Steve Brossman : (00:14:52) It’s got nothing to do with you.
Steve Brossman : (00:14:53) Just give me a platform because I’m going to talk about what I want to talk about anyway.
Steve Brossman : (00:14:57) It’s like it’s going to get well.
Anthony Perl: (00:14:59) Which is, Which is interesting because my response now to those people are saying is if you’re passionate about this subject and these things, OK, great, I’ll help you have your own podcast.
Anthony Perl: (00:15:08) You don’t need to come on my podcast and talk about that.
Anthony Perl: (00:15:10) That clearly is a determination that you’ve got an area that you’re an expert.
Anthony Perl: (00:15:14) Let’s have let’s set up your show and do that.
Anthony Perl: (00:15:17) Whereas when you’re coming on as a guest, you want to discuss topics and things that are going to be of interest to the to the host and let them determine that they’ve invited you onto the show.
Anthony Perl: (00:15:27) That’s the way it generally works.
Anthony Perl: (00:15:29) In fact, Funnily enough I was just having a conversation earlier today with someone who is telling me that he has a semi regular slot on a on a Melbourne radio station and that often they will ring him up at 5:00 in the morning and say can you talk about X.
Anthony Perl: (00:15:45) And so that’s what he does.
Anthony Perl: (00:15:48) He doesn’t give them a list of topics that I can talk about this and anytime you want to slot it into the programme and and podcasting is no different in that in that regard at all.
Anthony Perl: (00:15:57) So I guess I wanted to ask you as well, give me some of the other a big no Nos that that you’ve seen happen when people are a guest that they just should avoid doing?
Steve Brossman : (00:16:10) Well, I’ll start with the tennis.
Steve Brossman : (00:16:12) Tennis matches, Theory.
Steve Brossman : (00:16:14) A podcast should be an interview, should be a tennis match.
Steve Brossman : (00:16:19) You know the host will hit a question over the guest, they’ll hit some information back and it’ll go backwards and forwards.
Steve Brossman : (00:16:26) It’ll be a nice banter backwards and forwards, and that’s how it should be.
Steve Brossman : (00:16:31) Where I see sometimes that a very inexperienced guest will think I’m not really sure how many questions they’re going to ask.
Steve Brossman : (00:16:41) So if they ask me one question I’m just going to try and get it all in one answer and everything that I wanted to say.
Steve Brossman : (00:16:47) In 30 minutes I’m going to be getting one answer and I’m just going to go from one to the other and it’s just like sitting watching somebody hit the tennis ball up against the wall.
Steve Brossman : (00:16:55) It’s not a good look.
Steve Brossman : (00:16:57) You don’t get excited.
Steve Brossman : (00:16:59) You want to get the backwards and forwards and when you’re confident about what it is that you say and you can get it across in some nice bite sized chunks in sound bites as we used to say in the TV world, then you’re going to get the information across.
Steve Brossman : (00:17:15) The host is going to come back with the next question.
Steve Brossman : (00:17:18) The interesting thing is then I take this in my high level coaching program.
Steve Brossman : (00:17:24) When you’re a good tennis player, you hit the ball back over the net to direct the other tennis player where you want them to go.
Steve Brossman : (00:17:34) When you are an experienced pod guest, you hit the answer back over the net where you want the host to go.
Steve Brossman : (00:17:45) So if you are an experienced guest, you can actually control, can control, but not manipulate, but direct where you want the conversation to go by how you end the answers.
Steve Brossman : (00:17:58) And so the people that are nervous and think well how many quests they’re gonna ask, well I better get it all in.
Steve Brossman : (00:18:05) You just lose the excitement and you you lose any invitation to go back.
Steve Brossman : (00:18:10) So that’s one of the biggest things is treat it like a tennis match.
Steve Brossman : (00:18:15) Have the confidence that your host is going to go backwards and forwards with you.
Anthony Perl: (00:18:22) I think it’s an important idea because you’ve got to remember that you’ve been invited onto a program because you’re an expert in a particular area, but equally the person hosting the program is an expert in their particular area as well.
Anthony Perl: (00:18:38) So you have to treat them as much of an expert as you are, you know, as you want to be treated an expert yourself.
Anthony Perl: (00:18:45) So I think that’s what allows for the uniqueness of the conversations, because I I think that’s where people that come in with this predetermined idea forget is that we’re a product of our own experiences.
Anthony Perl: (00:18:57) You know, are there other people doing the same thing, what you and I are doing?
Anthony Perl: (00:19:00) Yes, there are.
Anthony Perl: (00:19:02) Are they doing it in the same way?
Anthony Perl: (00:19:03) No, they’re not because they don’t have the experiences that we’ve had.
Anthony Perl: (00:19:07) That doesn’t mean that they’re necessarily better or worse.
Anthony Perl: (00:19:10) It just means they’re different.
Anthony Perl: (00:19:11) And that’s what makes it for an interesting conversation.
Steve Brossman : (00:19:14) One thing that’s that’s really opened a lot of people’s eyes since I’ve actually been teaching this part of the the podcast world is the the podcasting relationship, Trinity.
Steve Brossman : (00:19:28) Now those who want to get it and just preach it doesn’t matter who’s there, who’s listening, They’re just going to say what they’re going to say anyway.
Steve Brossman : (00:19:36) Whereas the three relationships that people should be aware of is obviously the first one, which it’s you or me.
Steve Brossman : (00:19:44) It’s the guest and the host and we, we build that between the two of us.
Steve Brossman : (00:19:48) Then there’s million, the the, the guest and the audience.
Steve Brossman : (00:19:53) Now there’s ways to invite them in by speaking directly.
Steve Brossman : (00:19:56) And this one.
Steve Brossman : (00:19:57) Yeah, this one, Anthony, this one’s just for your listeners.
Steve Brossman : (00:20:00) Yeah, Anthony, I know your listeners are going to love this.
Steve Brossman : (00:20:02) I’ve got this just for you.
Steve Brossman : (00:20:03) So there’s a way to bring the listeners in.
Steve Brossman : (00:20:06) And when you do that, you’re going to have a surge of oxytocin for them, which is the belonging drug.
Steve Brossman: (00:20:10) They’re going to feel as if I’m a part of this and the whole relationship starts building, but the the forgotten relationship is.
Steve Brossman : (00:20:19) You alluded to it but didn’t quite hit it.
Steve Brossman : (00:20:21) Is the actual host and the audience.
Steve Brossman : (00:20:26) Me, I’m the guest.
Steve Brossman : (00:20:27) I’m there because of his relationship with the audience.
Steve Brossman : (00:20:32) And if you can enhance that and elevate and edify the host in front of his audience, then they’re going to have a stronger relationship.
Steve Brossman : (00:20:43) I’m going to have a stronger relationship with the audience, and I’m going to have a stronger relationship with the host.
Steve Brossman : (00:20:49) And when you’re aware of all of those three things happening, you don’t go off on monologues.
Steve Brossman : (00:20:54) You talk to the audience, you talk to the host, and everything is all happening and it’s just a it’s a great way of doing things.
Anthony Perl: (00:21:04) Yeah.
Anthony Perl: (00:21:04) And and and it’s interesting because that’s a similar formula to what I’ve done in terms of publishing people’s podcasts as well, that it’s providing them with myself as being an anchor in many cases enables them to do that and to have that conversation with their audience.
Anthony Perl: (00:21:22) So I’m playing a role for them to, to help enhance that.
Anthony Perl: (00:21:26) And that’s something that, you know, those that are confident enough can really take to the next level.
Anthony Perl: (00:21:32) And I think it’s such a, you know, podcasting is so powerful, but I think you have to be aware of the audience, as you say.
Anthony Perl: (00:21:40) But I think it’s also then I’m intrigued as to what you see as the next steps after the podcast, because the episode itself is one thing and that recording is great, but where do you see things should go if you’re a guest on a podcast after the show ends?
Steve Brossman : (00:22:01) Wow, great question and I know where you’re heading with the question.
Steve Brossman : (00:22:05) I’m going to reframe it just that little bit if that’s OK because where people think of what do we do after the podcast is all about what can we do to leverage the podcast to have some and I call it Roe, return on effort, return on energy.
Steve Brossman : (00:22:23) It might be a return on investment, but what can we do to better leverage the podcast.
Steve Brossman : (00:22:29) And we talk about the four piece, there’s purchase, pass on, promote or partner.
Steve Brossman: (00:22:37) The purchase is if I do a good job and we’re giving away something and they’ll sign up, they’ll get into my funnel and sooner or later they might buy something and that’s where most people think, how can I do a podcast?
Steve Brossman : (00:22:49) So they get into my funnel.
Steve Brossman : (00:22:52) There’s the other one pass on which is referrals.
Steve Brossman: (00:22:54) Now it might be a referral from you because we’ve had such a good time.
Steve Brossman : (00:22:58) I’ve given such good information that you might refer me to other podcasts or you might say, hey listen, I’ve got some people you need to talk to.
Steve Brossman : (00:23:07) I think they need your services.
Steve Brossman : (00:23:09) So there’s the referrals pass on, then there’s the promote and the actual partner.
Steve Brossman: (00:23:15) Now quite often that happens before the podcast is is recorded Now too.
Steve Brossman : (00:23:22) Recently I got it on, they were saying, hey Steve, I think you’d be a good fit, let’s have a chat.
Steve Brossman : (00:23:29) We were such a good fit that we organised a a training program, we partnered, they promoted and that was a leverage of our relationship and the podcast.
Steve Brossman : (00:23:43) So it’s how do we leverage the actual experience of being a guest on a podcast then that’s the, that’s the four different ways.
Steve Brossman : (00:23:55) And as a host you may look at well, OK, how can we, you know, purchase, pass on partner or promote work with our guests more than just give them an exposure, a platform to speak on?
Anthony Perl: (00:24:11) Yeah, I I I totally agree with you and I think even as a podcaster that’s what I try and work on doing with the guests as well.
Anthony Perl: (00:24:21) And we provide those avenues and and those of you that are listening to this episode, you’ll note that if you go to the website you’ll be able to see get to a dedicated page for the particular episode where there’ll be lots of additional information and information and on a page that you can share you know as as much as you like moving forward.
Anthony Perl: (00:24:44) So that provides that Ave.
Anthony Perl: (00:24:46) there as well as you know we definitely go through all of those other things and and and I you know you and I spoke at an initial meeting the other day and you know exactly as you said partnership opportunities will no doubt open themselves up is the natural fit between what what the two of us are doing.
Anthony Perl: (00:25:02) So, which I absolutely love, you know, and and and I think that’s the the the lesson here for people.
Anthony Perl: (00:25:11) If you want to be on podcasts, then you just need to be open to the opportunities and not treat it as a sales pitch because there’s nothing worse.
Steve Brossman : (00:25:24) I’ve had so many people see, I’ve been on lots of podcasts and I haven’t got anything from it.
Steve Brossman : (00:25:30) I was like, yeah, and there’s a reason for that.
Steve Brossman : (00:25:33) In fact, there’s probably lots of reasons for it, because all they want to do is the first one, which is how can I do a good job.
Steve Brossman : (00:25:40) So people come and buy from me.
Steve Brossman : (00:25:43) And out of all the things that I do, I mean I’ve had some very big clients, huge clients that have come from me being found on somebody’s podcast.
Steve Brossman : (00:25:55) But generally speaking, that is the smallest number of value that I’ve got out of the different piece.
Steve Brossman : (00:26:05) Partnering and Co promoting different events is certainly the two at the top, but I don’t ever get on a podcast to try and say hey listen, you coming by from me now.
Steve Brossman : (00:26:20) In fact, I’ve never ever.
Steve Brossman : (00:26:22) I’ve generate for the last three years over six figures just from being a guest and not one person as a host or someone from the audience has ever said that was salesy.
Steve Brossman : (00:26:37) Because that’s a one thing we don’t teach and be the last thing you ever want to do is try and sell on a podcast.
Anthony Perl: (00:26:47) You are spot on and anyone that plans on coming on this show or other shows that I’m working on don’t sell.
Anthony Perl: (00:26:53) Let’s have a conversation.
Anthony Perl: (00:26:55) Hope you’ve been enjoying the conversation so far.
Anthony Perl: (00:26:58) We look forward to bringing you Part 2 in the next episode of These Bites.
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