Ever feel like you’re on a hamster wheel with your content and your visibility? Like what you’re doing isn’t working because you’re not seeing the growth you expected?
What worked a few years ago doesn’t work anymore when it comes to online visibility. Thankfully there’s another way.
This week on the podcast, I’m welcoming back visibility pro Lisa Simone Richards about how to get the visibility you want and need and what to do once you have it.
Lisa and I share where your next visibility opportunity will come from, how to generate 1200 new warm leads on repeat, and what to talk about when you do get visibility.
Tune in because we have a special tool we’re sharing with listeners and we’d love for you to be a part of it!
Mentioned In This Episode
- Smarter Content, More Exposure – register now!
Episode 124: Leveraging Other People’s Audiences
About Lisa Simone Richards
Lisa Simone Richards is a publicist for online coaches who want to get featured in magazines, on stages, TV, podcasts and other major media. She helps them go from invisible to in-demand with strategies that help you build your business by leveraging the audiences of others. She helps her clients get the kind of credibility that has people running to work with you. When she’s not shooting national TV segments or working with editors on magazine features, you can find her swinging a kettlebell, exploring local restaurants and petting every dog she walks by.
Abby Herman 0:08
Hey there, and welcome to episode 167 of the Content Experiment Podcast, a podcast for podcasters that support the idea that content and marketing are ever moving targets. And it’s okay if you don’t feel like you’re doing it. All right all of the time, you have permission to experiment with little tweaks and changes in your content, to find what works for you, what increases value for your audience, and what grows your business, and most importantly, what feels good for you. I’m Abby Herman, content strategist and consultant for podcasting, business owners who want to make their podcast their primary content marketing tool, feel easier and more streamlined, so that they can get back to serving their clients and making those sales. Because your podcast is your primary marketing tool, and you want to leverage it to grow your audience authority and business. I will show you how, while you do business in a way that works for you. I can help by supporting you through building the content and marketing strategy, taking care of the podcast management for you, or giving you the tools and resources to take this on yourself.
Abby Herman 1:17
Now years ago, publishing a blog, publishing a weekly podcast, posting regular just social media, all of those were really great ways to get some visibility online. That worked for me that worked for my clients. And I’m guessing they weren’t for you, too. It felt pretty easy to grow an audience and nurture them into a sale. I’m sure I don’t have to tell you that these strategies don’t work anymore. And they haven’t for a long time. And I know like it sounds weird for me to say that because I do podcast management and blogging and email marketing for clients. We help clients with their social media presence. Well bear with me. So I can share a little more about why it doesn’t work and what actually does work. So what does work is visibility. Visibility is still working, but the way that you approach it needs to change publishing a podcast on a regular basis publishing to social media, that is not visibility, and you’re going to learn more about why it’s not visibility on today’s podcast. You might remember this week’s guest back on episode 124. In May 2021, we talked about getting media mentions guesting on other people’s podcasts and the value of relationships. It was a really great interview with Lisa Simone Richards, and there were so many valuable nuggets. Now fast forward to last December.
Abby Herman 2:48
So December of 2021 When Lisa was on a client’s podcast. And as I was listening to the podcast and getting everything processed, I was nodding the whole time agreeing with everything she said. And I decided to reach out to her to let her know. And when I did that I invited her to a joint partnership of some sort. I didn’t know what it was going to look like. But I did know that our businesses were so incredibly competent, complementary, that we really needed to do something together, especially since we had some similar pet peeves when it comes to visibility and content. Thankfully, at least the said yes. And we decided to not only host a free training together, but also to put together a little something else for you and you have to attend to the free training to find out about it. Registration for this training opens today, the day this episode releases, so I thought it only fitting to have her on the podcast so we could talk more about both of our passions. And again, maybe some pet peeves, too. The training is titled smarter content, more exposure, just like this episode, Lisa and I share how to get more exposure for yourself. And I’m sure it won’t take you long to figure out that we’re talking about podcasts guesting and Lisa shares her formula to generate big time sales as a result of the guessing process. We also talked about where people are missing the boat on their visibility, particularly when they’re guessing. It is a super fun conversation with maybe a few soapbox moments. Before we get to the interview. Let me tell you more about Lisa.
Abby Herman 4:27
Lisa Simone Richards is a publicist for online coaches who want to get featured in magazines on stages, TV, podcasts, and other major media. She helps them go from invisible to in demand with strategies that help you build your business by leveraging the audiences of others. She helps her clients that get the kind of credibility that has people running to work with you. When she’s not shooting national TV segments or working with editors on magazine features. You can find her swinging a kettlebell exploring local restaurants and petting every dog she walks by. So tune in to this conversation and be sure to sign up for the free training at thecontentexperiment.com/smarter. It’s on April 20, at 3pm. Eastern noon, Pacific.
Abby Herman 5:19
Hi, Lisa, I am so excited to chat with you and to have you on the podcast. Again,
Lisa Simone Richards 5:26
no fun so that I get to come back for a second time.
Abby Herman 5:29
I know I know, this is so much fun, especially because we’re here to talk about getting in front of other people’s audiences, getting visibility, getting some exposure for yourself. And you and I are hosting co hosting a live training on April 20 at 3pm. Eastern. Just think about that for a second 3pm Eastern noon Pacific. And we are going to talk about it and kind of give listeners a little teaser about it. And I just can’t be more excited. And I mentioned in the intro that the reason this came about is because I mean, we’ve been following each other you were on the podcast in May of 2021. And everything you said totally resonated with me. And then I heard you on a client’s podcast talking about something that has been kind of a stickler for me. And I was like you and I have to get together and have to talk about this. So I’m really excited.
Lisa Simone Richards 6:29
There are some key distinction to get to be made. Yes, yes.
Abby Herman 6:33
Well, and I love that, like our businesses are so complimentary. So you talk about getting in front of people and getting in front of new audiences. And then what I do with clients, and what I talk about is ways that you can continue that visibility, but in a way that’s nurturing the people you’re attracting through what you do.
Lisa Simone Richards 6:55
So peanut butter and jelly. That’s like the fun analogy I have for us.
Abby Herman 6:59
Yes, absolutely. So I would love I’ve already introduced you and people can go back and listen to the episode that you were on before. And I’ll tell you which one that was just a second 124. But can you just for new people, new listeners? Can you just give a quick rundown of what you do and who you do it for?
Lisa Simone Richards 7:18
Definitely. Hello, everyone. My name is Lisa Simone Richards. I’m a PR and visibility strategist. And I work with online coaches who want to get seen everywhere. So I’m a huge believer that there’s somebody out there who’s already got a ton of your ideal clients hanging out together, whether that’s listening to a podcast, attending a conference, watching a television show members of a Facebook group, whatever it is, how do you figure out who’s the person who can say yes or no, that you can get access to that platform? How do you reach out to them with value and then show up in front of that audience so you can attract the right people back to you. So I’m all about leveraging other people’s platforms in a way that’s going to build awareness, Buzz and credibility for your brand.
Abby Herman 8:00
I love it. Thank you, yes. And then once you have gotten them from someone else’s platform, and you’ve attracted new listeners, you’ve attracted new followers, then I want to talk also about like, what to do next, or how to get them to that place. But first, I want to talk about visibility in general, and where people are kind of missing the boat on their own visibility. One place that I have seen is that just from my own perspective, and what I do is that sometimes people think that if I just have a podcast, and I’m consistent by publishing my own podcast, I’m going to attract all the people to me, or by publishing this thing on social media and having really great reels or tick tock videos that I’m going to attract people to, to me. And I think that that used to be the case, like it used to be a whole lot easier to attract people in that way. But it’s gotten so hard because there’s so many people out there. Can you share a little bit around like your thoughts on on that and why this strategy, it’s valuable and helpful to have your own content? Absolutely. 100%. But that is not the way to attract new people to you. Can you share a little bit around that?
Lisa Simone Richards 9:15
I couldn’t agree with you more a few years ago, it was a lot more if you build it, they will come. So you would do a post on Instagram and you would do the hashtag online business coach and then people might find you. But that’s 100% not working and 2022 marketing has evolved in marketing has changed. So that I find there’s a huge did not I find there very much is a big difference between content and visibility. So visibility is what are you doing to attract new people to grow your email list to grow your following to grow your Facebook group to get more people following you and the right people. We don’t just want followers. We want prospective buyers we want qualified leads versus going on your content platform. So whether that’s your Facebook group, your Instagram or Pinterest account and doing content for the people Who are already following you. So there’s a difference between attracting new people and creating content for your existing followers. So when we’re creating it for our existing people, we can’t expect that to do the same job as bringing new people in. So that’s a key distinction that I really, really want to be able to make for everyone. Just because you’re going on social and you’re doing reels, and you’re doing stories and you’re pointing you’re dancing, or whatever it is, you might be suffering some actually really solid information to, that’s going to help build that know, like, and trust factor, but it’s not what’s bringing people in. So we’ve got to be doing both. And I always encourage people check in with your analytics. Have you seen your email list grow over the last week? Has your Facebook group grown? Has your Instagram following grown? And if not, that means it’s feedback for you that you get to be bringing more people into your world. I think people are kind of surprised. Sometimes they’re like I’m doing on posting things. But I’m not making more sales, while you’re putting the same offer in front of the same 10 or 100 people over and over and over again. You got to bring more people in to be able to make more sales.
Abby Herman 10:58
Yes, absolutely. 100%. So you said so I just want to kind of recap something that you said, visibility is what you’re doing to grow your audience. You’re following your email list, your podcast, subscribers, all of that. That’s the visibility piece. And then the content piece is what you’re creating, for the people who are already following you. Is that correct? Right.
Lisa Simone Richards 11:20
And once people come into your world, once you do that ask visibility aspect. Now your nurture content, that stuff that you’re already creating is going to do its job with the new people who have come into your world.
Abby Herman 11:31
Yes. And see, this is why this workshop is going to be so much fun, because you are the visibility piece, I am the content piece. And I believe that those two together are so necessary. And it’s so possible to have them work together so that you can continue to grow and nurture your people and continue to bring new people into your your audience.
Lisa Simone Richards 11:53
Well imagine if you did one and not the other. Let’s say someone did everything I did about getting visibility, and you’re getting on all these podcasts and websites and television shows and magazines and radio. And then all these people you’re collecting and you’re doing nothing with them. That’s not helpful. Or alternatively, maybe you’re doing everything Abby says, and you’re creating really brilliant content that builds connection that creates that know, like and trust factor, but you’re never bringing the people to see it. So you can do everything I say, or you could do everything Abby says. But without doing the two things together, you’re going to be at a loss.
Abby Herman 12:27
100% Yes, absolutely. And that’s why people say, that’s why I have heard in the past. Well, the contents not working. It’s not bringing new people it’s not five years ago, it probably would have and it probably did. But today, like you said, it just doesn’t work like that anymore. And that’s I mean, that’s just business in general, right? Like, everything evolves and changes our own businesses evolve and change. And also the market, the marketplace is evolving and changing on a regular basis. So yeah, we have to kind of adjust and tweak what we’re doing with the times,
Lisa Simone Richards 13:05
it’s so important to pay attention to everything that’s growing, because I think about you know, as you say that 20 years ago, when I was doing PR I remember when I was working in agency, and one of our big clients like maybe like Crayola or staples, one of those big names like that. We got them on to the website for a magazine. And they were like, oh, that’s, that’s cool. But we really want to be in the print tissue. You know, like when you go to the dentist office that magazine lives on forever, and like flip it to 2022. Like none of my clients would be like, Oh, great, we’re in the print tissue and not online. Like, of course, he would rather be online, it’s clickable, you can get analytics, it can reach anyone. So it’s very interesting to see how things evolve. But we’ve got to remember as savvy marketers, we get to evolve too. So the things that worked in 2015 Didn’t work in 2020. And they’re not working in 2022.
Abby Herman 13:50
Yes, absolutely. So let’s talk about the visibility piece and how we’re attracting new people. And how do we take those people who find us on someone else’s podcast specifically, and get them over to our podcast or our social media or, or whatever. So let’s talk a little bit about what that looks like. So what are some things that we should have in place before we start thinking about pitching ourselves to be on podcasts?
Lisa Simone Richards 14:22
So one of the things when I think that visibility two things actually that you want to be the My mother always asked me never to be growing up are fast and easy. You want to make it as easy as possible for somebody else to be able to highlight and promote you. So I’m a big believer in having a media kit and I have one on my own website. And this is a place where you’re going to have your biography written down. Maybe you’ll have a shorter 25 word bio, a 75 word bio, and then a 150 word bio. So anybody who’s introducing you can copy and paste it, use it in the show notes, read it to introduce you. You’re gonna want to have some downloadable images, high res one so that when it comes to social promo, it’s easy for them to grab whether it’s Like horizontal or vertical images, have a selection of those available, maybe share your brand colors, if that’s something that matters to you, or just have them available for anybody else who wants that information, have some links to other shows that you’ve been on maybe other outlets you’ve been featured on for that, as seen on logo, credibility and proof. So having one easy resource, and it doesn’t necessarily need to be a fancy media kit on your website, it can be as easy as linked to a dropbox folder or Google Drive, so that someone can get all the assets that they need. And that’ll make the other person think, wow, it is so easy to work with her. I just have to copy here, click here, and everything’s available to me. So being able to have those resources in one person, or in one place or a for somebody else is going to make you a dream to work with.
Abby Herman 15:44
Awesome. Yes. So that that is really helpful for the host for sure. Because, and hopefully the podcast host has a system for collecting that information. Also, I know I’ve been asked like two days before an episode, somebody else’s episode was supposed to go live and oh, we need your headshot. And oh, we need this because it wasn’t ever asked for before. So have a system for collecting that information also. And so when somebody is a guest on an episode, so we’re doing the interview, and I’m hoping that you like drop some real time examples here, as we talked about this, too. How does someone who’s listening to this episode find out more about you like, how are they going to know what you do and where to go for more about something that you’re talking about? Or like can you give? Can you? Do you understand what I’m at what I’m asking you to?
Lisa Simone Richards 16:38
Okay, I’m picking up picking up what you’re putting down? Okay, so number one mistakes that I’m seeing when people are and it also depends on the medium. So we’re talking about podcasts right now we were talking about television, I would have a different answer. But no matter what the platform is, one common mistake that I do see people make over and over again, is when the host may say to you, Hey, Lisa, where can our listeners find you at number one, they might say their website, find me at Lisa Smith richards.com. That’s not helpful. Guys, don’t do that. Why is that because someone will land on your site, and then they’re going to bounce off and life is going to happen, the phone is gonna ring the baby’s gonna cry, and they’re gonna open up a new tab and forget about yours. So you haven’t been able to capture somebody, I always recommend having a link to a lead magnet, something that’s connected to the conversation that you just had, that someone just spent 30 or 45 minutes listening to, if you can have a link to some sort of resource that’s going to help them go further and have more of a result from the conversation they just listened to. That’s the best place to go. Because now what you’re doing is you’re giving them value, but you’re also collecting their email address, once you have that email address. And then you can say, join my Facebook group here, follow me on instagram here. But I wouldn’t lead with just a website, for example, because then you’re not capturing something. The other mistake that I see people make is, Hey, Lisa, where can our listeners find you, you can follow me here on LinkedIn in here on Instagram, and this is my website. And this is where you can get my quiz. Guys, I say this with a ton of love, nobody loved your in your episode that much. They’re gonna follow you in four places. A lot of podcast listeners, maybe they’re at the gym, they’re in the car, they’re doing something else with their hands right now. So one clear, simple, effective call to action is all you need. So it’s easy for the person to say, okay, that’s the thing I’m going to do. But as soon as we start getting the mind confused with well, you could do this and you could do that. Or you could also do because then people are going to be stuck in an action, they probably won’t do anything. So one clear call to action, a lead magnet is going to collect an email address, that’s definitely the most effective strategy.
Abby Herman 18:37
Yes. And can I add to that to the lead magnet make it super easy for them to to find? So have it be your URL slash and then a Pretty Link make it and and if you want to test to see how your podcast episode on your episode on someone else’s podcast goes, make it really specific to that episode that that podcast. So for example, Lisa, if you were if you had an opt in Lisa Simone richards.com/experiment could be yours. So you would know that okay, this is how my lead magnet did on Abby’s podcast. And so it’d be really easy to be able to track you just look and pretty links and pretty links is free to either use the free version, I don’t know that if the upgrade is even worth it to upgrade and pay for it. But I like the free version. And to also piggyback on what you were saying when you have a lead magnet and you get their email address. That’s your opportunity to send a welcome sequence and to nurture that person to nurture those new leads. And then you can give them your Instagram or your LinkedIn along with value that you’re delivering to them in their inbox. So yeah, I think a lead magnet is the best way because you can land right in their inbox. You’re not relying on the algorithm I have Facebook and LinkedIn and Twitter and Instagram and all of that, because, like 2% of the people who follow, you are actually gonna see your content anyway. So yeah, I love that.
Lisa Simone Richards 20:12
And even just as you’re describing those, a number one, that whole pretty link strategy, that’s what I call going from an A to an A plus, if you can have a URL that’s like slash Abby slash content slash experiment, that’s going to be easier on the listener, because it’s only the first time they’ve heard about me, but they’ve been listening to Abby show, so they’re going to remember that name more easily. So I love that you shared that piece. And just as you’re talking, something that’s coming to mind, for me to experiment with, this isn’t something I’ve done yet. But again, Marketing involves, let’s stay up with the times, if text message marketing is something that you do in your business, you could also do a call to action of text me at X number with this word, because pretty much everyone has their phone beside them, they’re probably listening to the episode on a podcast player. And we know that I believe it’s something like, oh, open rates on emails, or somewhere around usually 15 20% On average, but with text messaging, it’s over 90%. So maybe you could even consider adding text message marketing is something you do in your, in your email communications, it will ask for an email address along the way anyways, but that can be something to play with as well.
Abby Herman 21:16
That’s such a great idea. I have not played around with text messaging, mostly because, well, so it’s funny, because I have I’m very resistant to email in general. Because my email, my inbox is a little out of control. So I was pretty resistant to sending regular emails, you know, early in my business, and I’ve been resistant to text messaging, because I hate notifications on my phone. And so but you know, I mean, email works, I should try something, I should try something new and experiment with it, just like I teach them
Lisa Simone Richards 21:45
with and you know what we can decide, hey, this isn’t the move. I’m not gonna do it anymore. But I tried. But yeah, we can have a fun little conversation offline about that.
Abby Herman 21:54
Yes, I would love to Yes. Alright. So we’re pinching ourselves to be on other people’s podcasts, we have our opt in you ready? We have our bio, and headshot and all of that. How do you figure out what to talk about on podcasts? And I have some ideas too. But I would love to hear from you. How do you know like, this is a good topic to pitch, this is something that would be beneficial for me. What are your parameters around that?
Lisa Simone Richards 22:20
So I honestly something I teach my clients to do is I want to, I want you to get bored of listening to yourself speak, I want you to have a consistent message that you can use over and over and over again. So you’re saying something consistently and repetitively. And for your ideal client. So here’s a little fun podcast listener stat. Typically, somebody who listens to one podcast listens to eight podcasts on average, chances are so I have a client, Nora, she is a preconception health coach. She’s a fertility coach. And people who are listening to one fertility show are probably listening to a bunch of them. And when they hear Nora on four different shows, talking about her for our methodology of how to eat to get pregnant, by the time they booked a call with her, they’re repeating Nora’s four hours back at her. So what I would recommend in terms of content that you talk about on the show, what is a part of your signature system, your process? What is that step zero that people need to know before they can work with you and talk about that over and over again, familiarize people with your signature process. When Nora goes on show after show after show talking about her for our method to eat to get pregnant. It is boring for her. But she’s not changing her talk. She’s changing her audience. And then as people continue to listen to her, that’s her establishing her thought leadership, her credit and gaining credibility, getting known for something. So if you’re talking about you know, this topic a on this podcast and topic be on another podcast, that’s not creating brand recognition for you. So you’re better off having something that you can use over and over and over again. And honestly, little secret, everyone. I’ve been using the exact same podcast pitch since August of 2021. And it’s currently March of 2022. So that’s a good September, October, November, December, January, February, March there you get it in months make sense. Seven months, I’ve been using the same pitch. And I’ve been booking 10 different podcasts interviews every month. So how powerful is it that I haven’t come up with 40 different topics? I’m just using the same one over and over again, creating value creating consistently consistency, sorry, and just changing the place and I’m sharing the information?
Abby Herman 24:21
Yes, I Yeah. So important to do that. And I want to piggyback on that. Also, just you mentioned your client who she’s on multiple podcasts talking about the exact same thing. And you also mentioned that people have probably heard her on multiple podcasts, even though she’s talking about the exact same thing. She likely is not talking about it in the exact same way. Because of the way the the podcaster the host is asking her the questions because of the direction that the conversation goes. So she’s saying the same things but it’s not and it probably feels very repetitive for her because They know, you know, I do the same thing. And yes, it does feel really repetitive. But they’re hearing it a different way. And I don’t know what the actual statistic is that you need to hear something like seven times or 10 times in order to take action. So it is super valuable to do exactly what you were just talking about. And talk about the same things over and over and over again. And not only on other people’s podcasts, but in your own content, as well talk about the same things over and over again, one of the things that I teach is having your zones of genius. And so those are like the big ideas that you can talk about over and over and over again, and never run out of things to say, and it’s actually something that I’ll be talking about on the workshop, the trading that we’re doing together. But that is super important to know what those big ideas are, because it helps you kind of like narrow your focus a little bit, instead of trying to be all over the place and talking about all of the things near it narrows your focus a bit. And it helps your audience to understand what you do and what your expertise is and where to go for support because you’re there to help them. There’s something else that I talk about too, regarding knowing what to talk about and what to create is talking to your audience. So you know what your zones of genius are. So you’ve done that work, what that core message is, and so talk to your audience about where do they need support? What do you know your ideal customers and clients? What do they need help with? And try to create some topic idea or two around to that?
Lisa Simone Richards 26:34
Yeah, when it comes to content, add the I’m gonna leave that all to you, you’re totally the Rockstar at that. But just what you’re saying is something that I’ve actually put into practice. So I’m really glad to get validation on it. But something that I’ll do is, you know, if I’m on a call with a client, I have a post it note beside me the questions that they’re asking me, I’ll keep track of them, because chances are other people want to know this information as well. So I’m not just coming up with my own ideas. I’m answering what the market is curious about. And something else that I do is on my Facebook group, when you join it, I asked three questions, one of them being What’s your biggest frustration with getting seen in the online market? And when people tell me what that is, I’m like, Great that let me solve that frustration talk through it. And I’m not like, Huh, what should I post about today? What should I go live about? today? I’m hearing from people, this is what I’m struggling with? And I’m like, fantastic. Let me be the solution to that problem.
Abby Herman 27:20
100%. Yes, that there there is your content idea of ongoing list of content ideas that you can add to your zones of genius. Absolutely. So when people are talking and speaking on podcast when they’re being interviewed, we talked about this a little bit already, I think but what are the big mistakes that people that you see people make when they’re guesting, and this could be something that they’re doing during the interview before the interview or even after the interview.
Lisa Simone Richards 27:50
Let’s say two things that come to mind for me off the top of my head are being disorganized, or fire hosing content. And fire hosing is one thing I can be guilty of when I have 30 minutes to talk to someone, I want to give as much as I possibly can in the short amount of time that we’ve got. But what I realized after actually doing a VIP day was somewhere where i gave eight hours of great ideas at the end, she was like, I feel so overwhelmed with how much that I have to do now. And I was like, Ooh, that stinks. But that’s really powerful feedback. So if you can give someone like either one key thing that they can walk away and do successfully, within 10 minutes of listening to that podcast interview, you’ve done a great job, if there are maybe three things that they can keep in mind at the end, you’ve done a great job, but you don’t have to give them 20 things they’re going to change their business and half an hour, because they’re just going to leave feeling overwhelmed. So not fire hosing people is key. And being disorganized is something that comes up as well. I know for me when I’m pitching a show I have I’ll say these are three things that we can cover. So typically when I’m going to a podcast and something I train my clients onto, especially when they’re doing their first interviews, is I share with them, number one have a clear call to action in mind for the end of the interview. And number two go in with the intention. What do you want the listener to leave with? How do you want them to leave richer than they came? And as long as you’re just keeping those two things in mind, you’re probably not going to go wrong.
Abby Herman 29:10
I am so guilty of fire hosing as well. I really struggle with that. I’m an oversharer. And I just want everybody to get all of the information that’s in my brain. And so not Yes, yes. So I want to add to your list as a podcaster. I have to say two things that I as a podcaster. And as someone who works with podcasters. Two things that maybe they’re a little pet PV of me but not sharing your episode after you’ve been a guest. It’s really, really, really hard to do sometimes. And I know that I know just looking at some of the episodes that I’ve been on. I have not done as much as I would like to do to share the episodes that I’ve been on, but you It’s so important. It’s so valuable for the podcast who is sharing you with their entire audience. And it’s helpful to YouTube because it shows that you’re an expert in what you do. And hey, look, somebody wanted to talk to me and interview me and hear all the wonderful things that I had to say. So it benefits both the podcaster and the guest to share something else. And this is super pet PV. And I actually as we’re recording this, so last week, I did a little rant on Instagram stories about this because I was so angry, show up for the interview. Just show up. So podcasting. And this was like a rant on behalf of a client because we had an episode that had to be recorded that day, in order to for us to stay on schedule. And the the guest cancelled, like two hours before the interview. And we scrambled and we were able to figure out like how to move the schedule around a little bit. But we all take time, we, you know, podcasters are taking time out of their schedule, you as the guests are taking time out of your schedule, show up for the interview on time and organized and ready, ready to show up and to be there. Because it’s kind of a balancing act of all of the pieces that have to go together to push a podcast episode live. There’s the prep work that the host does. There’s the actual interview, there’s the editing and processing, there’s all of the promotional stuff. It’s a lot of work. So please, listeners show up for your interview.
Lisa Simone Richards 31:39
Wow, okay, this is one of those things where like, I hope worlds don’t collide right now. But hey, podcast hosts show up for your interviews too, because I had a similar situation last week. Yeah, admitted 14. I’m sitting waiting to get into the Zoom Room. Have I called my husband? I’m like, am I being unreasonable right now? Because like, and she’s like, Yeah, no, I’m like, okay, minute 15. I’m just gonna hop off because like, it’s not like I don’t ending one of the things. You know what, listen, I think this is something we can both agree on. Life happens thing turned up, and we can have come we can have? What is it consideration compassion for that? And proactivity goes a long way with people. Hey, I’m running behind. I’m so sorry. I’ll be there shortly. Hey, I’m so sorry. Something’s come up today. And I won’t be able to make it. Thank you so much in advance for your understanding. That kind of proactivity goes a long way with me rather than me saying, Hey, are we on? Oh, yeah. Oh, it’s just like or no, I’m so sorry. I can’t make it. I’m like, Oh, we can go on a rant about that one. And what was the other one you had said, sharing the episode or share that lesson? Yeah, let’s talk about that as well. One of the things I teach my clients as well as definitely send an email to your subscribers, your audience, letting them know that that’s happened, I try and send a weekly email to my list, because I’m on so many podcasts every Friday, just have it set up. Here’s the episodes I’ve been on, this is what you’re going to learn from the show, give them a little bit of a teaser. So make sure you’re sharing it and a resource that can actually be helpful for people is, you know, a lot of us are doing social media scheduling these days. A tool called Meet Edgar for anyone who may not be familiar with that is a repurposing tool. That’s great. You could write the social content for your feature on an episode once. And it’ll recycle that post every two months, three months, whatever you set it up for. So how nice a nod is it for that podcast host months down the line to see, oh, you’ve been tagged on Instagram or Twitter, and they’re sharing an episode that you were on six months ago, they’re like, that’s the kind of person I want to connect with, again, because they’re consistently putting this out there. So that’s a little way like, you know, if it feels heavy for you to have to remember to put it out there, let technology be your friend and schedule in there and let it do the job for you.
Abby Herman 33:43
Yes, and to piggyback on that idea, too. So when we do content strategy, I will look at some of the old podcasts that I’ve been on or that clients have been on when we’re doing the strategy for them. And finding finding topics and finding ideas that kind of pair with what we’re talking about on somebody’s podcast or on somebody’s blog for that month. So if I’m talking about serving your audience, I will share an old episode from somebody else’s podcasts that where I talked about the same thing. So it just kind of all ties together. And that’s a really good way to make sure that all of your content is aligned across the board while you’re also you know, sharing something that you’ve done in the past. So, yes, well, I’m sorry that you had that experience with somebody not showing that is okay. They came eventually.
Lisa Simone Richards 34:33
And I had to like not be frosty. I’m like Lisa. Nice. So I’d have a little mental leadership conversation throughout the call, but then we were fine by the end. So good, good. Okay. How many times have I made a mistake? How many times have I not shown up? How many times have I been late for an appointment and I wish for some compassion. So again, I just have to put myself in my place and be like, You know what, you’ve made mistakes too, and how would you like to be handled? So it’s one of those things where you might want to react to this situation. And I very for me anyways, I very much have to think into how do I respond to this, as opposed to react to it. So in any event, we had a great chat. So wonderful,
Abby Herman 35:10
good, good. So once somebody has been on a podcast Well, actually, so I want to talk about a couple of things because you have like some some math around being a podcast guest. So I would love to have you share that and kind of some of the things that you are doing this year for your own visibility, and what that looks like what the math looks like, and tracking the success of of what you’re doing. Because I mean, pitching, it takes some time, it takes some dedication to do. So how do we know that it’s, that’s working?
Lisa Simone Richards 35:43
Okay, so this is me making visibility insanely simple for everyone. Because I understand that you’re a business owner, and you’re not a publicist, you don’t want to spend all day doing the things that I do working on getting exposure and visibility for people. So this is a strategy that I’m following religiously for 2020 to three months into it, I’ll move it into month four. So I encourage everyone to grab a pen and paper simply just because I’m not mathematically minded. So I need that to stay on top of it. I’m actually looking for one behind the scenes right now to track myself what we’re going to do my best. So for for both my clients and I we find that our most qualified leads come from being a guest on podcast. Like I was saying with the example of Nora earlier, she talks about her fours for eating to get pregnant on show after show after show. And by the time someone comes to her sales calendar, they’re repeating her four hours back at her. So picture this, all I’m doing for 2022. Every single week is pitching 10 podcasts. Now remember, I said I’m using the same pitch since August 2021. So it’s not like I’m writing 10 New pitches a week, it’s the exact same pitch. I’m just tweaking it a little bit based on who I’m sending it to. So if I send 10 podcast pitches every single week, that means every month I’m sending 40 pitches out right now, I’m not going to get 40 yeses. I typically I’m batting 25% average. So the 40 shows I reach out to let’s say on average 10 of them say yes. So let’s say for the rest of 2022, I booked 10 podcast appearances every single month consistently. That means over the course of the year, I’m going to end up being on 120 shows. Now, we talked earlier about the strategy at the end of an episode. Hey, Lisa, where can our listeners find you you want to say a lead magnet somewhere you can collect somebody’s email address. So let’s say with these 120 shows that only 10 People from each podcast decide to download that lead magnet. So we’re being insanely conservative, just 10 people really I’d love to see that number closer to 30 to 50. But let’s say it’s 10. So 10 people download my lead magnet from 120 shows. That means over the course of a year, I’ve brought in 1200 new subscribers to my email list. Now, again, a little more math of those 1200 new subscribers I’ve collected over the course of the year, we know that not all 1200 people are going to be buyers. Typically when it comes to email marketing conversions, 2% of your list is going to convert Actually, it’s more like 2.5. But for the sake of making it easy, let’s say two. So I have a 2% conversion rate of 1200 new leads to my list. That means 24 People are going to be clients. Now given that my flagship program is a $6,000 investment. If I have 24 people by my $6,000 program, that is I believe $144,000 At the end of the year, not including any of the other work that I do to get visibility and get out there. So that’s a six figure difference made my bottom line just by having conversations every month. And let’s go beyond that, like making money’s Great. Making a Difference is pretty much what we’re here to do. But let’s look at this from another perspective. If I book 120, shows in 2022, I’ve connected with 120 different people. Now, these are individuals who I you know, maybe we’re going to want to do Facebook lives together, maybe I’ll do guest teaching in their Instagram group or in their mastermind group sorry, maybe we’ll collaborate and do a joint venture webinar together one day, maybe they’re going to send an email on my behalf and be an affiliate. So let’s say of 120 people I connect with if 50 of them turn into be really good connections for me, and we develop a relationship that’s going to serve for years to come. Not only my building my name by getting massive amounts of exposure for myself. And when somebody’s kind of thinking about should I work with Lisa and they search me on Google are they searched me on podcasts, they’re scrolling, and it’s coming up all over the place. Okay, Lisa knows her stuff. She’s all over the place. It brings me clients, it builds incredible relationships, it’ll pay off for years to come. So that’s not something that you actually you don’t even need to think about other marketing strategies. It could be that simple as just lather, rinse, repeat that one formula consistent consistently for a year and see what kind of difference that makes in your business.
Abby Herman 39:55
Boom. That’s like total mic drop all of that the math the The value of being on other people’s podcasts 100%.
Lisa Simone Richards 40:05
I love it, let’s go back to I was being so conservative, if only 10 people down, we’ve built the lead magnet, again, I would prefer if 30 to 50 people did, which means that number would be three to five times higher. So that could really be $300,000 sitting there. So again, and again, if I want to turn up the dial and pitch 20 podcasts a week, you can play with this and adjust it either way. But it’s so nice to see statistically based on math, this is what’s going to convert for you.
Abby Herman 40:31
Yes. Now you have a program that you offer. What do you think? So it’s like it’s a one to many? What about people who work one to one to close with clients? Do you still still see the same amount of value
Lisa Simone Richards 40:45
100%, it’s actually almost even better for you. Because when you’re working with someone one to one, you’re probably charging a higher price, you’re probably going beyond that $6,000 mark, maybe it’s a 10,000 or $20,000 investment. So multiply that by 24 clients. Instead, you’ll make more than I do with that strategy. It just depends on what your offer is, obviously, I have different offers at different price points. So where that next out over the course of the year could change. And you know, after a year or two, I’ll have a good average number. But again, 144 certainly no sad story just from doing one activity content continuously every week.
Abby Herman 41:18
Yeah. And about how long do you spend pitching yourself? And I know you’re a pro either. So
Lisa Simone Richards 41:25
no, here’s the answer that everyone’s surprised by it takes me less than 30 minutes every single week. Wow, less than 30 minutes a week, I typically do it on Tuesdays at 7pm. While I’m sitting on the couch watching Netflix, I will put it out there 100%. I do have a second assistant who helps me research the shows. And during our live training, I’m going to be telling y’all how I taught her to do the research for me. So maybe I would say in all fairness, because you know, a lot of people are like make seven figures in two minutes. No, no, let’s be transparent about what it looks like I probably spend about $100 a month on my virtual assistant who finds the 40 shows for me. And the investment it takes for me is 30 minutes a week. So if two hours a month is gonna get me exposure to 10 different audiences. That’s time I’m willing to trade.
Abby Herman 42:06
Yes. Okay. So that I want to share again, the I’m looking for the link. So I say the right thing. So the training that we’ve been talking about, which we mentioned at the beginning, is smarter content, more exposure, it is at 3pm, Eastern noon Pacific on April 20. To sign up, it’s totally free listeners, it’s totally free for you. So just go to the content experiment.com/smarter To register for it. And can you give a if you give a quick rundown of what you’re going to be talking about. And I’ll give a quick rundown of what I’m going to be talking about.
Lisa Simone Richards 42:44
Yeah. So really briefly, I’m going to be talking about ways to get visibility. And if rather than going into different ways to get visibility, I’m gonna go a lot deeper on the podcasting strategy we just talked about. So I ran you through the math, so you can see what’s on the other side of possibility for you. Now, how do we find the right shows? How do we come up with something to say, what does a pitch look like? We’re gonna go into all that a little bit more when we have some more time with you inside of the live training on the 20th. Yes,
Abby Herman 43:10
awesome. And then I’m going to be taking the next step on the training where so you’ve been on the podcast, you’ve got people paying attention to your stuff and your content. So what should that look like? I’m going to be talking about minimum viable content marketing, so that you don’t feel like you have to, you know, do it all all the time, because that’s exhausting. And what are the pieces of content that that you should have in order to continue to nurture those new people to you. So I’m super excited about the training. And I’m so excited to be doing this with you, Lisa. And then just a reminder, thecontentexperiment.com/smarter is how you get your free ticket. And it’s all going to be on Zoom. So it’ll be super easy to access. So thank you so much, Lisa, for being here. Thank you for sharing your expertise again. And I think that this is going to be such a powerful training for people.
Lisa Simone Richards 44:05
Thanks so much for having me, Abby, and I’m so excited to open up the doors for people what’s possible and how quickly you can grow just using a smarter strategy to reach more people.
Abby Herman 44:15
Yes, thank you so much. I hope that this conversation helped you to realize that it really does pay to be a guest on podcasts. In the training that Lisa and I are hosting smarter content, more exposure, you will learn at least this formula. And from me, you’re going to learn what you actually need to continue to nurture those new audience members after they come find you. You can sign up for the free training, which again is on April 20th at 3pm. Eastern and noon Pacific. Sign up at thecontentexperiment.com/smarter
Abby Herman 44:54
If you found value in what you learned here today, be sure to share it on social media. Take us screenshot of the episode on your phone and share it over on Instagram stories. You can tag me at the content experiment and tag Lisa at Lisa Simone Richards and if you plan to sign up for the workshop feel free to share that on social media as well. We would love to have as many people join us as possible. The more you share, the more we can get this podcast into the hands and earbuds of more business owners just like you who need to hear the message that they are not alone. Until next time, take care
Transcribed by https://otter.ai