August 20, 2024 • 32 mins
Do you want to turn your podcast appearances into more business wins?
You shouldn’t have to guess your way to success. Get insider tips on how to strategically attract your dream clients and grow your influence with guesting.
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Episode Transcript
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(00:00):
Welcome to the top advisor marketing podcast brought
to you by Proudmouth.
I'm your host, Matt Halloran.
Being your own loud is not new to
marketing, but the mindset, strategies, and resources to
help you get there are evolving faster than
this industry is keeping up. It is time
to find a new perspective on what works
why
(00:21):
and how to move your business forward.
Listen, as I interview guests to help you
learn from them how to be your own
Loud. Let's
get to the show.
Hello, and welcome to another Top Advisor Marketing
podcast. I'm your host, Matt Halloran.
Pre COVID or BC as I like to
call it before COVID, I interviewed our guest.
(00:43):
His name is Tom. He owns and cofounded
a company called Interview Valet.
And since then, lots of stuff has changed
in the world of podcasting. But the one
thing that hasn't changed is all of your
desires to get on other people's shows and
try to use that as an effective marketing
tool. Now, if you have had interactions with
(01:03):
me and you've asked me this question, I
have referred you to Tom in Interview Valet.
And the reason why is because I get
hit with about 50 requests
every week to just my personal email about
people guessing on the Top Advisor Marketing podcast,
and they're terrible.
I delete them all. I report all of
them as spam. Then my team gets about
(01:26):
another 100.
And so the reason why I wanna have
Tom on the show today is to have
him in part as wisdom
on how you can not only figure out
where you should go,
how to be a great guest, and some
of the tips and tricks to make it
so that they're gonna want you potentially on
shows again and make it so that you
have a better appearance on other people's podcast.
Tom, welcome to the show. Matt, I am
(01:47):
thrilled to be here. And as you were
saying that I get about 5 pitches a
day to be on my show, and this
was before I had a show. Everybody loved
it and wanted to be a guest, and
I just had an autoresponder
after a while where I would just say,
great. If you can give me the link
to your favorite show, I'll give you the
calendar scheduling link. Let's make this happen. I
(02:09):
figured if nothing else, slow them down for
a little bit. But there's a right way
to do it
and to be an asset to the podcast
and really use it as a marketing tool
to grow your brand and grow your business.
Well and it can be such an effective
marketing tool. In fact, we have built our
entire business on bringing guests on our show.
And then our secondary market for us and
(02:31):
our brand here at Proudmouth
is for Kirk and or myself to be
on other people's podcast.
What do you see is, like, the biggest
and best and most key piece of advice
that you could talk to financial advisors about
preparing
or whatever
they should be doing in order to make
it so that when they engage you, because
I'm not this isn't just a big sales
(02:52):
pitch for people to use you, even though
I love your organization.
If they are gonna use this as a
marketing strategy, where do they begin? How's that?
Yeah. And I think it starts with
the mindset,
right, of what you're looking to do.
Podcasting
is a very small community still. Mhmm. It's
also a very
relatable one. Right?
(03:14):
Charlatans
get seen very quickly. So if you have
the attitude to go in there, and I'm
gonna use and abuse
audiences, you will pollute this medium forever. And
we've had clients that have come to us,
and I can think of one that she
had worked with somebody, and they did a
100 interviews. Right? And
she never followed up with the host, never
(03:35):
promoted it. And then they came and said,
can you help us? And I'm like, you
have got such a bad reputation out there.
No. I can't. So I would think the
first way is to think, how can I
use this as an educational tool
to address my clients'
problems,
to speak to them, to build that know,
like, and trust? It's a long game. It's
(03:57):
a marathon,
not a sprint. If you want results tomorrow,
buy some Facebook ads, but it's gonna be
like like a newspaper ad. Right? It's in
the trash the next day. One of the
things that I love about
content and specifically
this content
is the people that have a long term
view about it, that talk about things that
(04:17):
are timely
but timeless.
They're getting clients and leads for years years.
Right? I don't know if it's evergreen,
but I always say podcast interviews are like
a can of soup. It's good for 3
to 5 years.
One of the things that we've really noticed
is you do guest on a show that
becomes more and more popular, the probability of
(04:38):
them going back and listening to previous episodes
is really high. And so if you and
I love because I've been asked to come
back on shows that I guess it's on,
much like me wanting you to come back
on our show because you added so much
value previously.
But part of that has to do with
strategy. So is that something that you can
(04:58):
help our audience maybe tick a couple of
boxes so that when they do decide to
take the strategy on, they'll be more prepared?
Yeah. And, really, start with the end in
mind. Right? What are you trying to do
with this? The goal is not to be
on a podcast. That's an ego thing. The
goal is not to have a podcast. That
can be an ego thing too. And the
problem is you start with that, and when
(05:20):
it doesn't become fun anymore, you stop and
you go on to the next thing, and
you never get results with it. So the
strategy is,
what am I trying to do with this?
And different people have different
goals for it. Some of them want to
use it to launch a speaking business. Some
of them want to use it to to
raise their brand, to raise their authority,
(05:41):
to go into a different market so they
can get some exposure there. Ultimately, most people
want it for leads that
close faster
for higher initial engagement, and all the studies
have shown that because it's really based on
a relationship
sale,
not a not just a transaction.
So taking that strategy step and stepping back
(06:04):
and thinking why
and what am I gonna do that gets
me to this? Too often, and I'll admit
it. Right? There's people that already aim fire.
I'm just like, can't we just fire and
walk the rounds in? Right? So I'm always
big on action. Right? Patience is a virtue,
but it's not one I have. But what
I look at is,
(06:25):
why am I doing this?
Will this make a difference
a year from now, 2 years from now?
Is this the best use of my time?
Because all of us have a limited amount
of resources.
I don't care if you're just starting out
or you're the number one producer in the
US. You've got a limited number of dollars
and of hours, so you wanna make sure
(06:46):
that every appearance
you get the most out of. And that's
really where the strategy comes into it. I
joke, and I see so many people that
they're just throwing stuff up against the wall,
and then they're not even measuring
what's sticking on the wall. It's almost if
I talk to enough people, I'll find a
customer. That's not marketing. Right? Go to downtown
(07:08):
Chicago. Just start talking to us to strangers.
You'll find a customer or get locked up
one of the 2.
In in financial services, specifically, the law of
large numbers was what a lot of us
were raised on. Right? You make 10,000 phone
calls, you get a 100 appointments, you get
10 pieces of business. That's sales. What we
are talking about today is using podcasting
(07:29):
as a marketing tool. So I like the
idea of keeping the end in mind,
and I definitely like the idea of keeping
it evergreen.
But how does how do you help people
make the decision
based off of those two things if guesting
is the right way to go? Yeah. And,
really, it starts with what the goals are
(07:49):
then looking at it. And we've got 10
years of experience here. We've helped over 1500
clients, and we've seen what works and what
doesn't work.
And we can help because, ultimately, our goal
is to get results,
not just to get random interviews.
So what we're looking at is, do you
have a point of view? Do you have
a story to tell? Are you focused on
(08:11):
your client's story or your own story? And
I'll tell you what. Your client's story is
a lot more
interesting and relatable
because people will hear, oh, that sounds like
me. That sounds like a friend of mine.
I've got to tell them about that. Then
we'll also look at
what
people that you wanna talk to.
So often, I'll hear people say, I wanna
(08:33):
go on this retirement podcast, and I wanna
go on this financial
podcast, and I wanna go on CNBC.
And it's like,
why don't you why don't
you fish where the fish are,
not where the competition is? Because you know
that retirement podcast, it's probably
hosted by one of your competitors. Right? And
(08:54):
why would they choose you
over this person that they've been listening to
and they like? Or if somebody's watching CNBC
nonstop,
chances are they already think they're smarter than
you. So why do you wanna go there?
It works much better. It's almost thinking about
if you wanna be the best looking person
in the bar, go when nobody else is
there. Right? So that same thing. Right? Going
(09:16):
to where your ideal customers are. And, you
know, we've had clients before that worked with
dentists. Right? Mhmm. Well, great. Go to dental
podcasts
and talk about how hard you're working, and
you wanna take some chips off the table
and plan for this. Other ones that wanna
talk to
business owners. Right? Don't go on retirement podcast
(09:38):
because
the the clients that you want are not
listening to them. Go on small business podcast.
Talk about stories of how you've helped other
people. If you like to work with people
that are in tech, go to tech podcast
and start to tell these stories on the
challenges the individuals had, how you helped them,
(09:58):
and then the moral that they can take
away from that.
We have something called the perfect content formula
here, which is storytelling education entertainment call to
action. And every form of long form content
you create should have those 4 components. I'm
so glad that you brought up storytelling
because one, it really does show your expertise
when you can
(10:19):
effectively and efficiently communicate what it's like to
work with you instead of saying you should
work with me is a totally different feeling.
So the podcasts that you get your clients
on,
what are they telling you, Tom? So when
they because you have this reciprocal relationship. Right?
You've got all of these big name podcasts
(10:39):
that you have great relationships with, and then
you have all of these clients who wanna
get on the big name podcasts.
What are you hearing from the big name
podcasts? What are they really looking for, especially
from an audience like ours? Yeah. You think
about it. There there's 3 types of people
they want on their podcast.
They're friends of friends and people they want
to be their friends. So if you're already
(11:00):
friends with them Yeah. Just call them. Right?
If you're a celebrity, yeah, they want to
have you on. And the reason they wanna
have you on is to have that following
with so we really come in where we
vouch for our clients. Right? We've vetted them.
We've trained them. And what they want
is they wanna make it easy. Right? Don't
make them connect the dots. Don't give them
a 10 page media kit and say, I
(11:21):
can talk about finance.
Now give me a topic that's applicable to
to my audience. They're also looking for somebody
that's conversational.
You mentioned before about people are gonna listen
to previous interviews. And if you're on
low level podcasts, I call them Wayne's World
Podcast or Wayne's World 2 guys in their
(11:43):
mom's basement.
If they see you on those, they're just
gonna say, yeah. That's not the caliber of
person that I want there. And sometimes working
with an agency,
it
infers that you have a certain quality. Right?
Same thing with speakers bureaus. If you work
with the same speakers bureau that has 4
of the last presidents,
you're probably a pretty good speaker.
(12:06):
So they're looking at that. They're looking to
somebody that's gonna bring value
to their audience,
something that someone brings a different insight, a
point of view, and then they're looking for
helping the people afterwards.
And I'm glad you said call to action
because
so often, I'll listen to someone that's on
a podcast, and it was very
(12:27):
entertaining. It was very educational.
And then they come to the end and
say something like, so, Matt, any final words?
Nope. Just thrilled to be here. Thanks. It's
like, how do I get in touch with
you?
Or
the ones that start telling me that you
can find me here on Twitter and here
on TikTok and all the rest of that.
Just do not understand the medium.
(12:49):
I am, okay, walking fast. I won't say
running while I'm doing this. I'm not gonna
remember all of this. So the
data and the studies that we've done for
over 10 years have shown always give people
one place to go.
Give them one place to go, and the
best practice is to make a separate page
(13:10):
for every interview.
That way you can attribute the traffic. When
people say
you can't know the results from a podcast,
if you do it right, you can. Sure.
And then the other thing is that every
digital marketer will tell you one call to
action,
and I don't disagree with that. But all
of the testing we've done with podcast interviews
(13:32):
shows that give people 3 ways to say
yes
always converts best. So give them a small
yes, something to come back to the website.
Right? It could be a checklist, 10 questions
to ask yourself. It could be an assessment.
Are you ready for retirement? Because it doesn't
take a lot of time or money, but
it brings them a lot of value.
(13:53):
Now the medium, yes, a little bit more
time, a little bit more money. It could
be a webinar. It could be a book.
And then if someone
hears you and you are the answer to
prayer,
don't slow them down in a funnel. On
that page, say, if you'd like to talk
with me, if you'd like to talk with
my team, all that stuff is there. That
works so much better than go to my
(14:14):
website and you can sign up for my
newsletter.
No one wants a newsletter, but if you
can give them things that are contextual to
the interview,
you'll see people moving from being a passive
listener k. To an active visitor to your
site, and then ultimately,
an engaged lead.
We always talk about the owned audience. Right?
So getting somebody from a rented audience, which
(14:36):
podcast players and social media are rented audiences,
into your email funnel. And we are huge
fans of free giveaway checklists,
things of value that will allow people to
continue to experience your expertise,
but also still feel like you're giving. And
and one of the things that I'm a
huge fan of a guy named doctor Robert
Cialdini.
(14:57):
And one of these days, I'm actually really
hoping he knows that I talk about him
this much on the show, but he has
this thing called the principle of reciprocity. So,
you know, if you give me 30 minutes
of really free great information, it's okay for
you to ask me to do something. That's
the principle
of reciprocity.
There are a lot of people, Tom, who've
been on our show who've gone one of
2 extremes. 1, they try to sell from
(15:19):
their first words out of their mouth, or
the second one is they blow the sales
opportunity at the end. And I'll publish the
people who blow the sales opportunity at the
end because we're gonna try I can do
some stuff in post that will help with
that, but the people who are selling from
the beginning, we don't even publish their episode
because I'm I'm not gonna do it. I'm
just I'm not sorry. So yeah.
(15:42):
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(16:45):
If you start to use and abuse an
audience,
the
recording will get lost accidentally. Oh, I'm sorry.
We had problems with that. Yeah. The other
thing too is there was a podcaster,
DJ Doug Sandler from the Nice Guys on
Business,
and I loved how he said it. When
you're a guest, if you do a good
job, you don't have to promote yourself.
(17:07):
The host will promote you more than anything.
And think about if you went to a
live event. Right? You're speaking at a conference.
Do you wanna be up there
promoting yourself, or do you want the event
organizer
Yep. To be promoting you? There's one that's
much, much more painful
or much more more painful and profitable.
(17:28):
Yeah.
Alright.
Let's talk about results because I get asked
this question all the time. Right? How do
I quantify
the spend of either using our podcasting system
or using your guesting system? How do you
answer that question? Yeah. I always look at
return on investment of their time and their
money. Right?
Our clients are hardworking. They're smart, but they
(17:49):
also realize, as one of them said, Sinatra
only sang. And I said, what does that
mean? He's he could have done all those
other things. You did? But he realized the
best use of his time
was
performing.
The other thing too is tapping into established
networks. We've been doing this for 10 years.
The best podcasts,
they're getting all kinds of pitches,
(18:10):
and yours isn't gonna stand out. So having
someone
introduce you can make it so much easier.
And then the other thing too is just
I would say we we have the data
to find the right shows, the relationships
to help you get invited, the support to
make it easy,
and then the process to make it effective.
There's those little things that you learn
(18:31):
that makes the difference between an appearance
and a marketing event,
And you don't always know those. And so
being able to work with somebody that can
teach you, it's just those little things that
will make the difference. And so that when
I always talk about people, if you're just
doing it for fun as a hobby,
go out there, talk on random podcasts.
But if this is
(18:53):
a marketing channel,
just the same way you wouldn't try any
other marketing channel and say, oh, I think
I'm gonna try some Facebook ads for a
while.
Good luck. You will spend a lot of
money. Right? I think I'm gonna start writing
some content. Never done it before. My 3rd
grade teacher told me I was a good
writer.
Good luck with that. Right? SEO, I don't
know what it stands for, but I can
(19:14):
figure it out.
Good luck. You'll spend so much time in
that. And our clients are the ones that
realize
that they're doing this for the results. And
there's different agencies out there. And I always
say there's the Craigslist,
right, where you can get out different lists
and email lists or tap into a database,
and you get a lot of new podcasts
(19:36):
and a lot of new guests. And it's
a good place to start if it's a
hobby, but don't expect to get results from
that. And then you've got some that are
bookers. Right? Their whole goal
is to get you booked. Right? And after
that, it's all up to you, and I
look at that as an activity.
And then you've got ones that look at
it this as a marketing channel. And this
(19:57):
could be high level PR agencies. This could
be boutique agencies like ours at Interview Valet
that just focuses on this. But if you
want results out of it, you've gotta focus
on the entire system,
not just the fun parts.
Let's talk about so we you got the
system in place. You know what you're gonna
talk about. They
(20:17):
you have done a great job of
setting people
up to get on the show. What do
you tell the person who's going to be
a guest
in order to prepare for a great show?
Keyword is prepare.
So we give all of our clients a
brief sheet about the podcast
that says, here's the background then. The host,
(20:38):
the audience, common questions,
things to stay away from. Right? I can
think of one
great podcaster. The guy's a environmentalist. He's a
surfer.
And on the brief sheet, it says, do
not mention
the sport of golf.
If you do, you're guaranteed he's gonna go
on a tirade why Pebble Beach is killing
the ocean
(20:59):
and what he thinks of golfers. Right? And
if you don't know that, you could go
in there and change the entire
tone of the interview after that. So prepare
that. Know who you're talking to.
Have an idea
of where you're going with this.
You don't want this to be a dance
where neither person is leading. You're not sure
(21:20):
where it's going. It just confuses people.
And then remember why you're there.
Right? Every story should have a reason.
When people ask you, the first question is
often, so, Matt, tell us about yourself.
Nobody wants your bio. Right?
They wanna know who are you, why are
you here,
why should I listen to you. And those
(21:42):
are the things. And we do practice interviews
beforehand, not to practice content, but to practice
best practices.
And then I am a huge fan
of watching game film.
Amateurs just go out there and whack at
the ball. Professionals
watch the game film, and it's painful at
times. But we'll listen to the interviews. We'll
watch that so that we can give feedback.
(22:04):
Hey. This is really good. This was a
problem here. Did you ever think about doing
this? And at each one, you wanna get
better and better. Like I said before, if
you just wanna throw stuff at the wall
and not see what even sticks, it's a
hobby, but don't expect to get results from
it. Well, professionals practice.
Right? And whether you're gonna be a professional
(22:24):
financial services professional and a professional presenter and
a professional speaker, a professional interviewer, professional podcaster,
you really have to take it seriously. One
of the things that always makes me giggle
is I'll talk to other podcasters,
and I ask them a question. And and
I do this when I'm especially going to
be a guest on another show. I will
say, who are your podcaster interview heroes?
(22:44):
And, Tom, very few people can answer that
question
because they're not students
of the game. Now I don't expect most
people to be as nerdy about podcasting as
Kirk and I are because we build a
whole darn company surrounding this as our platform
for long form content.
But you really do need to show up,
and thank you for saying watching the tape,
going back and seeing how you did with
(23:05):
an objective third party to provide you with
feedback and guidance on how you can be
even better. Now,
some people are just gonna say, you already
alluded to this earlier, so I'm looking for
clarification here. As a financial advisor, you probably
don't wanna be on financial advice or podcasts
because you're right. Then you're really technically working
(23:25):
with your competition. I'm air quoting there. How
would a financial services professional or what line
of question do you ask
financial services professionals or people who provide advice
for a living
on how to figure out what you at
Interview Valet are gonna try to get them
booked on? Yeah. Because that's it. We're looking
at the audience,
not the podcast. Yeah. People come and say,
(23:46):
oh, I wanna be on Joe Rogan. Well,
do your clients listen to Joe Rogan?
Tell me more about your clients. They're farmers.
They're Midwest
state asset. All the rest of this is
like, they're not listening to Joe Rogan.
And the before 10 years ago,
I gotta admit, we were doing podcast guessing.
There wasn't a whole lot of data out
(24:07):
there. Now there is so much data.
Most of it, you have to license. It's
not free. But you can find out different
audiences
from what websites they go to, what conferences
they go to,
what influencers
they follow.
So all of a sudden, we'll start talking
and saying, okay. Tell me about your best
(24:27):
clients, ones you'd like more of. Okay. What
kind of conferences do they go to? What
kind of organizations
do they belong to? Oh, they're orthopedic surgeons.
Okay. Let's go to the Academy of Orthopedic
Surgery
and see
what podcast
those people that go there listen to. It's
not all orthopedic surgery ones. There's other ones,
(24:48):
and those are the ones that you want
to be on. And without that, it's just
podcast guessing.
The other thing too, Matt, is
sometimes
you can use it for market research. And
I'll give you an example here. 1 of
our early clients, Craig Cody, he's a high
level CPA, does tax advising.
And he came to us and he said,
(25:08):
I want 50 different clients in 50 different
states in 50 different industries.
And I'm like, why?
Because he said, last time, the downturn, I
was brick and mortar on Long Island. And
this guy's he's great. He's a retired New
York City detective. Yeah. And so it's fine.
We start throwing darts at a dartboard,
and it's not till we get him on
a dental podcast.
(25:29):
And we look at the numbers on that
and the data,
and it's like,
this was fish in a barrel. Yeah. So
we take it to him, and he's, oh,
yeah. I think I've already got a couple
clients from that, and there's some more
calls already from that. And so we looked
and said, let's just do
dental podcasts. For the next 6 months, all
he was doing was dental podcast. He started
(25:52):
his own dental business podcast.
And with that, with the data, he was
able to see, hey. These are my people.
This is who resonates with my message, and
then he just kept double down double doubling
down on that. And, plus, he had so
much content from all of those interviews
that he didn't have a lot of content
(26:12):
for dentists,
but
he took the clips out of there. He
did blogs out of it. Boom. Within 2
months, he'd go to his website, and you
would have thought that he was the man.
He was the accountant
for dent, and you could do the same
thing for financial advisers too. Yeah.
I'm sure that our audience is like, it
sounds like Tom is talking about that I
(26:33):
should have a niche in order to make
it, so that people understand that I'm speaking
their language, and there could be some people
listening right up. There's dentist podcast?
Oh, my God. There is a podcast in
every
niche, every genre, anything that you want, which
is why it can be such a powerful
marketing technique. Alright. We've covered a lot of
(26:54):
ground. I'm gonna ask you my favorite question
that I ask a lot of the people
who come on the show.
Because as you know, I try to prepare
for this, and I try to make sure
I know what questions I'm gonna ask you.
But what question should I have asked you
that I didn't?
Probably
who it won't work for.
Oh.
Oh, yeah. Do that. Do that. There's the
everybody asks the frequently asked questions. No. I
(27:15):
want the frequently unasked questions.
And with our discovery calls, this is what
I wanna figure out. Are you one of
the people that it won't work for? So
one of them would be that it's all
about you. It's ego. You just wanna tell
your story. It won't work there. The other
one is if you're tracing transactions.
Right? If you're just trying to sell a
(27:35):
small product,
there are different ways to do that. Right?
Products are sold. Services
are bought. So if you're trying to sell
the lifetime relationship with that too. Another one
is
what is your
client base? Right? Are you open to regional
or global,
or do they have to live
(27:56):
within drivable distance to you? You can use
podcast interviews as a proof source, but don't
think getting on a national interview
that if somebody doesn't live within 10 miles
of us in Kalamazoo,
they're gonna be a client. It's not gonna
be effective for that. So that's sort of
the things to look at. Will this work
for me? And the other thing is I
(28:16):
always look at is someone
humble and coachable. Right? If they come to
me
and
they're not sure, will this work? What value
will I bring? I love those people
because
they come with a heart to serve.
They come with a humble heart to share
their experience.
I had one person that came to me.
(28:38):
I remember this. He says, I'm so. And
I'm like, who's that? Yep. Yep. Yep. I
was on national television
in the nineties.
And I'm like, I'm sorry. I was in
the navy in the nineties. I had kids.
I was working hard.
If you start with that, do you know
who I am? No. No. And and they
don't watch you there for it. You wanna
be approachable. So if that sounds like and
(29:00):
once again, marketing is supposed to be magnetic.
Mhmm. I hope that attracted the right people
and
repelled the wrong people. Right? If because that's
what we're supposed to do on podcasts and
in our marketing.
Yeah.
Just if anybody noticed a couple of things
that Tom just dropped there. Yes. Him and
I are both ex Navy. And by the
(29:21):
way, we live, like, 20 minutes from each
other,
which is so crazy when we first met,
because we had met through LinkedIn. And you're
like, wait a second. Like, I live in
Matawan,
and you live in Portage. Like, I can
almost throw a rock to your house. So
anyway, I just think that's absolutely funny. Well,
us, Michiganders and Navy people need to stick
together. Okay. If that last statement you just
(29:42):
said doesn't make our audience run away because
some of you should run away,
if somebody does wanna engage you, where should
they go, and what should they do? Yeah.
So before,
Matt had talked about how do you wrap
up a podcast, and I talked about the
welcome page and the three offers.
This is what it looks like. If you
wanna go there and see what a welcome
page looks like Yeah.
(30:03):
Say,
all of this information, you can find at
interview
valet with a v.comforward/topadvisors.
There's a checklist,
like an assessment that says 10 questions. Will
podcast interview marketing work for you? I wrote
a book called podcast guest profits, how to
grow your business with the targeted interview strategy.
(30:26):
You can buy it on Amazon. If you
want a free copy, go there. If you're
in the states, I'll mail you a copy.
If you're overseas, I'll email you a copy.
And then finally,
if you wanna talk about this, if you
wanna see how could I use this in
my business to build my brand, build my
business,
I'll put my calendar scheduling link there. All
of that will be back at interview
(30:48):
valet.comforward/topadvisor.
Masterclass, brother. Thank you for that was such
a good example.
So listen, everybody. Podcast guesting can be an
absolutely fantastic strategy if you have the right
intention, you have the right preparation, you have
the right team by your side. I have
like I said at the top of the
show, when people tell me that this is
(31:10):
the strategy they want, I know that there
are other agencies out there. I've been approached
by some of those other agencies,
and you just really need to find a
good partner that fits with you. Here's the
deal. If
Tom's team and his personality at interview valet
isn't what you want,
this can still be an amazing
strategy for you. You just need to find
(31:30):
the right team who's gonna help you achieve
the right goals. I personally think Interview Valet
is the team for you because
a lot of the people they work with
are people who provide advice for a living
and they are technically experts, then that's a
great organization to work with. If you don't
know and you wanna dip your toe in
the water,
we have an absolutely unbelievable resource in our
(31:52):
PodRocket Influence Academy.
It's actually a gasting
sheet that will help you not only prepare,
but also
you prepare for people to come on your
show. And so that's at the podrocketacademy.com,
so please make sure you check for that.
So for Tom, everybody, at Interview Valley and
all of us here at Proudmo, this is
Matt Halloran, and we'll see you on the
other side of the mic very
(32:13):
soon.
Thanks for listening to the top advisor marketing
podcast brought to you by Proudmouth.
If you wanna know more about how you
can be your own loud, visit us at
proudmouth.com
and sign up for the PodRocket Academy.
Through courses and office hours led by professional
podcast producers and digital marketers, you will learn
everything you need to know to become the
trusted subject matter expert you were meant to
(32:35):
be.
Welcome to the top advisor marketing podcast brought
to you by Proudmouth.
I'm your host, Matt Halloran.
Being your own loud is not new to
marketing, but the mindset, strategies, and resources to
help you get there are evolving faster than
this industry is keeping up. It is time
to find a new perspective on what works
why
(00:21):
and how to move your business forward.
Listen, as I interview guests to help you
learn from them how to be your own
Loud. Let's
get to the show.
Hello, and welcome to another Top Advisor Marketing
podcast. I'm your host, Matt Halloran.
Pre COVID or BC as I like to
call it before COVID, I interviewed our guest.
(00:43):
His name is Tom. He owns and cofounded
a company called Interview Valet.
And since then, lots of stuff has changed
in the world of podcasting. But the one
thing that hasn't changed is all of your
desires to get on other people's shows and
try to use that as an effective marketing
tool. Now, if you have had interactions with
(01:03):
me and you've asked me this question, I
have referred you to Tom in Interview Valet.
And the reason why is because I get
hit with about 50 requests
every week to just my personal email about
people guessing on the Top Advisor Marketing podcast,
and they're terrible.
I delete them all. I report all of
them as spam. Then my team gets about
(01:26):
another 100.
And so the reason why I wanna have
Tom on the show today is to have
him in part as wisdom
on how you can not only figure out
where you should go,
how to be a great guest, and some
of the tips and tricks to make it
so that they're gonna want you potentially on
shows again and make it so that you
have a better appearance on other people's podcast.
Tom, welcome to the show. Matt, I am
(01:47):
thrilled to be here. And as you were
saying that I get about 5 pitches a
day to be on my show, and this
was before I had a show. Everybody loved
it and wanted to be a guest, and
I just had an autoresponder
after a while where I would just say,
great. If you can give me the link
to your favorite show, I'll give you the
calendar scheduling link. Let's make this happen. I
(02:09):
figured if nothing else, slow them down for
a little bit. But there's a right way
to do it
and to be an asset to the podcast
and really use it as a marketing tool
to grow your brand and grow your business.
Well and it can be such an effective
marketing tool. In fact, we have built our
entire business on bringing guests on our show.
And then our secondary market for us and
(02:31):
our brand here at Proudmouth
is for Kirk and or myself to be
on other people's podcast.
What do you see is, like, the biggest
and best and most key piece of advice
that you could talk to financial advisors about
preparing
or whatever
they should be doing in order to make
it so that when they engage you, because
I'm not this isn't just a big sales
(02:52):
pitch for people to use you, even though
I love your organization.
If they are gonna use this as a
marketing strategy, where do they begin? How's that?
Yeah. And I think it starts with
the mindset,
right, of what you're looking to do.
Podcasting
is a very small community still. Mhmm. It's
also a very
relatable one. Right?
(03:14):
Charlatans
get seen very quickly. So if you have
the attitude to go in there, and I'm
gonna use and abuse
audiences, you will pollute this medium forever. And
we've had clients that have come to us,
and I can think of one that she
had worked with somebody, and they did a
100 interviews. Right? And
she never followed up with the host, never
(03:35):
promoted it. And then they came and said,
can you help us? And I'm like, you
have got such a bad reputation out there.
No. I can't. So I would think the
first way is to think, how can I
use this as an educational tool
to address my clients'
problems,
to speak to them, to build that know,
like, and trust? It's a long game. It's
(03:57):
a marathon,
not a sprint. If you want results tomorrow,
buy some Facebook ads, but it's gonna be
like like a newspaper ad. Right? It's in
the trash the next day. One of the
things that I love about
content and specifically
this content
is the people that have a long term
view about it, that talk about things that
(04:17):
are timely
but timeless.
They're getting clients and leads for years years.
Right? I don't know if it's evergreen,
but I always say podcast interviews are like
a can of soup. It's good for 3
to 5 years.
One of the things that we've really noticed
is you do guest on a show that
becomes more and more popular, the probability of
(04:38):
them going back and listening to previous episodes
is really high. And so if you and
I love because I've been asked to come
back on shows that I guess it's on,
much like me wanting you to come back
on our show because you added so much
value previously.
But part of that has to do with
strategy. So is that something that you can
(04:58):
help our audience maybe tick a couple of
boxes so that when they do decide to
take the strategy on, they'll be more prepared?
Yeah. And, really, start with the end in
mind. Right? What are you trying to do
with this? The goal is not to be
on a podcast. That's an ego thing. The
goal is not to have a podcast. That
can be an ego thing too. And the
problem is you start with that, and when
(05:20):
it doesn't become fun anymore, you stop and
you go on to the next thing, and
you never get results with it. So the
strategy is,
what am I trying to do with this?
And different people have different
goals for it. Some of them want to
use it to launch a speaking business. Some
of them want to use it to to
raise their brand, to raise their authority,
(05:41):
to go into a different market so they
can get some exposure there. Ultimately, most people
want it for leads that
close faster
for higher initial engagement, and all the studies
have shown that because it's really based on
a relationship
sale,
not a not just a transaction.
So taking that strategy step and stepping back
(06:04):
and thinking why
and what am I gonna do that gets
me to this? Too often, and I'll admit
it. Right? There's people that already aim fire.
I'm just like, can't we just fire and
walk the rounds in? Right? So I'm always
big on action. Right? Patience is a virtue,
but it's not one I have. But what
I look at is,
(06:25):
why am I doing this?
Will this make a difference
a year from now, 2 years from now?
Is this the best use of my time?
Because all of us have a limited amount
of resources.
I don't care if you're just starting out
or you're the number one producer in the
US. You've got a limited number of dollars
and of hours, so you wanna make sure
(06:46):
that every appearance
you get the most out of. And that's
really where the strategy comes into it. I
joke, and I see so many people that
they're just throwing stuff up against the wall,
and then they're not even measuring
what's sticking on the wall. It's almost if
I talk to enough people, I'll find a
customer. That's not marketing. Right? Go to downtown
(07:08):
Chicago. Just start talking to us to strangers.
You'll find a customer or get locked up
one of the 2.
In in financial services, specifically, the law of
large numbers was what a lot of us
were raised on. Right? You make 10,000 phone
calls, you get a 100 appointments, you get
10 pieces of business. That's sales. What we
are talking about today is using podcasting
(07:29):
as a marketing tool. So I like the
idea of keeping the end in mind,
and I definitely like the idea of keeping
it evergreen.
But how does how do you help people
make the decision
based off of those two things if guesting
is the right way to go? Yeah. And,
really, it starts with what the goals are
(07:49):
then looking at it. And we've got 10
years of experience here. We've helped over 1500
clients, and we've seen what works and what
doesn't work.
And we can help because, ultimately, our goal
is to get results,
not just to get random interviews.
So what we're looking at is, do you
have a point of view? Do you have
a story to tell? Are you focused on
(08:11):
your client's story or your own story? And
I'll tell you what. Your client's story is
a lot more
interesting and relatable
because people will hear, oh, that sounds like
me. That sounds like a friend of mine.
I've got to tell them about that. Then
we'll also look at
what
people that you wanna talk to.
So often, I'll hear people say, I wanna
(08:33):
go on this retirement podcast, and I wanna
go on this financial
podcast, and I wanna go on CNBC.
And it's like,
why don't you why don't
you fish where the fish are,
not where the competition is? Because you know
that retirement podcast, it's probably
hosted by one of your competitors. Right? And
(08:54):
why would they choose you
over this person that they've been listening to
and they like? Or if somebody's watching CNBC
nonstop,
chances are they already think they're smarter than
you. So why do you wanna go there?
It works much better. It's almost thinking about
if you wanna be the best looking person
in the bar, go when nobody else is
there. Right? So that same thing. Right? Going
(09:16):
to where your ideal customers are. And, you
know, we've had clients before that worked with
dentists. Right? Mhmm. Well, great. Go to dental
podcasts
and talk about how hard you're working, and
you wanna take some chips off the table
and plan for this. Other ones that wanna
talk to
business owners. Right? Don't go on retirement podcast
(09:38):
because
the the clients that you want are not
listening to them. Go on small business podcast.
Talk about stories of how you've helped other
people. If you like to work with people
that are in tech, go to tech podcast
and start to tell these stories on the
challenges the individuals had, how you helped them,
(09:58):
and then the moral that they can take
away from that.
We have something called the perfect content formula
here, which is storytelling education entertainment call to
action. And every form of long form content
you create should have those 4 components. I'm
so glad that you brought up storytelling
because one, it really does show your expertise
when you can
(10:19):
effectively and efficiently communicate what it's like to
work with you instead of saying you should
work with me is a totally different feeling.
So the podcasts that you get your clients
on,
what are they telling you, Tom? So when
they because you have this reciprocal relationship. Right?
You've got all of these big name podcasts
(10:39):
that you have great relationships with, and then
you have all of these clients who wanna
get on the big name podcasts.
What are you hearing from the big name
podcasts? What are they really looking for, especially
from an audience like ours? Yeah. You think
about it. There there's 3 types of people
they want on their podcast.
They're friends of friends and people they want
to be their friends. So if you're already
(11:00):
friends with them Yeah. Just call them. Right?
If you're a celebrity, yeah, they want to
have you on. And the reason they wanna
have you on is to have that following
with so we really come in where we
vouch for our clients. Right? We've vetted them.
We've trained them. And what they want
is they wanna make it easy. Right? Don't
make them connect the dots. Don't give them
a 10 page media kit and say, I
(11:21):
can talk about finance.
Now give me a topic that's applicable to
to my audience. They're also looking for somebody
that's conversational.
You mentioned before about people are gonna listen
to previous interviews. And if you're on
low level podcasts, I call them Wayne's World
Podcast or Wayne's World 2 guys in their
(11:43):
mom's basement.
If they see you on those, they're just
gonna say, yeah. That's not the caliber of
person that I want there. And sometimes working
with an agency,
it
infers that you have a certain quality. Right?
Same thing with speakers bureaus. If you work
with the same speakers bureau that has 4
of the last presidents,
you're probably a pretty good speaker.
(12:06):
So they're looking at that. They're looking to
somebody that's gonna bring value
to their audience,
something that someone brings a different insight, a
point of view, and then they're looking for
helping the people afterwards.
And I'm glad you said call to action
because
so often, I'll listen to someone that's on
a podcast, and it was very
(12:27):
entertaining. It was very educational.
And then they come to the end and
say something like, so, Matt, any final words?
Nope. Just thrilled to be here. Thanks. It's
like, how do I get in touch with
you?
Or
the ones that start telling me that you
can find me here on Twitter and here
on TikTok and all the rest of that.
Just do not understand the medium.
(12:49):
I am, okay, walking fast. I won't say
running while I'm doing this. I'm not gonna
remember all of this. So the
data and the studies that we've done for
over 10 years have shown always give people
one place to go.
Give them one place to go, and the
best practice is to make a separate page
(13:10):
for every interview.
That way you can attribute the traffic. When
people say
you can't know the results from a podcast,
if you do it right, you can. Sure.
And then the other thing is that every
digital marketer will tell you one call to
action,
and I don't disagree with that. But all
of the testing we've done with podcast interviews
(13:32):
shows that give people 3 ways to say
yes
always converts best. So give them a small
yes, something to come back to the website.
Right? It could be a checklist, 10 questions
to ask yourself. It could be an assessment.
Are you ready for retirement? Because it doesn't
take a lot of time or money, but
it brings them a lot of value.
(13:53):
Now the medium, yes, a little bit more
time, a little bit more money. It could
be a webinar. It could be a book.
And then if someone
hears you and you are the answer to
prayer,
don't slow them down in a funnel. On
that page, say, if you'd like to talk
with me, if you'd like to talk with
my team, all that stuff is there. That
works so much better than go to my
(14:14):
website and you can sign up for my
newsletter.
No one wants a newsletter, but if you
can give them things that are contextual to
the interview,
you'll see people moving from being a passive
listener k. To an active visitor to your
site, and then ultimately,
an engaged lead.
We always talk about the owned audience. Right?
So getting somebody from a rented audience, which
(14:36):
podcast players and social media are rented audiences,
into your email funnel. And we are huge
fans of free giveaway checklists,
things of value that will allow people to
continue to experience your expertise,
but also still feel like you're giving. And
and one of the things that I'm a
huge fan of a guy named doctor Robert
Cialdini.
(14:57):
And one of these days, I'm actually really
hoping he knows that I talk about him
this much on the show, but he has
this thing called the principle of reciprocity. So,
you know, if you give me 30 minutes
of really free great information, it's okay for
you to ask me to do something. That's
the principle
of reciprocity.
There are a lot of people, Tom, who've
been on our show who've gone one of
2 extremes. 1, they try to sell from
(15:19):
their first words out of their mouth, or
the second one is they blow the sales
opportunity at the end. And I'll publish the
people who blow the sales opportunity at the
end because we're gonna try I can do
some stuff in post that will help with
that, but the people who are selling from
the beginning, we don't even publish their episode
because I'm I'm not gonna do it. I'm
just I'm not sorry. So yeah.
(15:42):
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(16:45):
If you start to use and abuse an
audience,
the
recording will get lost accidentally. Oh, I'm sorry.
We had problems with that. Yeah. The other
thing too is there was a podcaster,
DJ Doug Sandler from the Nice Guys on
Business,
and I loved how he said it. When
you're a guest, if you do a good
job, you don't have to promote yourself.
(17:07):
The host will promote you more than anything.
And think about if you went to a
live event. Right? You're speaking at a conference.
Do you wanna be up there
promoting yourself, or do you want the event
organizer
Yep. To be promoting you? There's one that's
much, much more painful
or much more more painful and profitable.
(17:28):
Yeah.
Alright.
Let's talk about results because I get asked
this question all the time. Right? How do
I quantify
the spend of either using our podcasting system
or using your guesting system? How do you
answer that question? Yeah. I always look at
return on investment of their time and their
money. Right?
Our clients are hardworking. They're smart, but they
(17:49):
also realize, as one of them said, Sinatra
only sang. And I said, what does that
mean? He's he could have done all those
other things. You did? But he realized the
best use of his time
was
performing.
The other thing too is tapping into established
networks. We've been doing this for 10 years.
The best podcasts,
they're getting all kinds of pitches,
(18:10):
and yours isn't gonna stand out. So having
someone
introduce you can make it so much easier.
And then the other thing too is just
I would say we we have the data
to find the right shows, the relationships
to help you get invited, the support to
make it easy,
and then the process to make it effective.
There's those little things that you learn
(18:31):
that makes the difference between an appearance
and a marketing event,
And you don't always know those. And so
being able to work with somebody that can
teach you, it's just those little things that
will make the difference. And so that when
I always talk about people, if you're just
doing it for fun as a hobby,
go out there, talk on random podcasts.
But if this is
(18:53):
a marketing channel,
just the same way you wouldn't try any
other marketing channel and say, oh, I think
I'm gonna try some Facebook ads for a
while.
Good luck. You will spend a lot of
money. Right? I think I'm gonna start writing
some content. Never done it before. My 3rd
grade teacher told me I was a good
writer.
Good luck with that. Right? SEO, I don't
know what it stands for, but I can
(19:14):
figure it out.
Good luck. You'll spend so much time in
that. And our clients are the ones that
realize
that they're doing this for the results. And
there's different agencies out there. And I always
say there's the Craigslist,
right, where you can get out different lists
and email lists or tap into a database,
and you get a lot of new podcasts
(19:36):
and a lot of new guests. And it's
a good place to start if it's a
hobby, but don't expect to get results from
that. And then you've got some that are
bookers. Right? Their whole goal
is to get you booked. Right? And after
that, it's all up to you, and I
look at that as an activity.
And then you've got ones that look at
it this as a marketing channel. And this
(19:57):
could be high level PR agencies. This could
be boutique agencies like ours at Interview Valet
that just focuses on this. But if you
want results out of it, you've gotta focus
on the entire system,
not just the fun parts.
Let's talk about so we you got the
system in place. You know what you're gonna
talk about. They
(20:17):
you have done a great job of
setting people
up to get on the show. What do
you tell the person who's going to be
a guest
in order to prepare for a great show?
Keyword is prepare.
So we give all of our clients a
brief sheet about the podcast
that says, here's the background then. The host,
(20:38):
the audience, common questions,
things to stay away from. Right? I can
think of one
great podcaster. The guy's a environmentalist. He's a
surfer.
And on the brief sheet, it says, do
not mention
the sport of golf.
If you do, you're guaranteed he's gonna go
on a tirade why Pebble Beach is killing
the ocean
(20:59):
and what he thinks of golfers. Right? And
if you don't know that, you could go
in there and change the entire
tone of the interview after that. So prepare
that. Know who you're talking to.
Have an idea
of where you're going with this.
You don't want this to be a dance
where neither person is leading. You're not sure
(21:20):
where it's going. It just confuses people.
And then remember why you're there.
Right? Every story should have a reason.
When people ask you, the first question is
often, so, Matt, tell us about yourself.
Nobody wants your bio. Right?
They wanna know who are you, why are
you here,
why should I listen to you. And those
(21:42):
are the things. And we do practice interviews
beforehand, not to practice content, but to practice
best practices.
And then I am a huge fan
of watching game film.
Amateurs just go out there and whack at
the ball. Professionals
watch the game film, and it's painful at
times. But we'll listen to the interviews. We'll
watch that so that we can give feedback.
(22:04):
Hey. This is really good. This was a
problem here. Did you ever think about doing
this? And at each one, you wanna get
better and better. Like I said before, if
you just wanna throw stuff at the wall
and not see what even sticks, it's a
hobby, but don't expect to get results from
it. Well, professionals practice.
Right? And whether you're gonna be a professional
(22:24):
financial services professional and a professional presenter and
a professional speaker, a professional interviewer, professional podcaster,
you really have to take it seriously. One
of the things that always makes me giggle
is I'll talk to other podcasters,
and I ask them a question. And and
I do this when I'm especially going to
be a guest on another show. I will
say, who are your podcaster interview heroes?
(22:44):
And, Tom, very few people can answer that
question
because they're not students
of the game. Now I don't expect most
people to be as nerdy about podcasting as
Kirk and I are because we build a
whole darn company surrounding this as our platform
for long form content.
But you really do need to show up,
and thank you for saying watching the tape,
going back and seeing how you did with
(23:05):
an objective third party to provide you with
feedback and guidance on how you can be
even better. Now,
some people are just gonna say, you already
alluded to this earlier, so I'm looking for
clarification here. As a financial advisor, you probably
don't wanna be on financial advice or podcasts
because you're right. Then you're really technically working
(23:25):
with your competition. I'm air quoting there. How
would a financial services professional or what line
of question do you ask
financial services professionals or people who provide advice
for a living
on how to figure out what you at
Interview Valet are gonna try to get them
booked on? Yeah. Because that's it. We're looking
at the audience,
not the podcast. Yeah. People come and say,
(23:46):
oh, I wanna be on Joe Rogan. Well,
do your clients listen to Joe Rogan?
Tell me more about your clients. They're farmers.
They're Midwest
state asset. All the rest of this is
like, they're not listening to Joe Rogan.
And the before 10 years ago,
I gotta admit, we were doing podcast guessing.
There wasn't a whole lot of data out
(24:07):
there. Now there is so much data.
Most of it, you have to license. It's
not free. But you can find out different
audiences
from what websites they go to, what conferences
they go to,
what influencers
they follow.
So all of a sudden, we'll start talking
and saying, okay. Tell me about your best
(24:27):
clients, ones you'd like more of. Okay. What
kind of conferences do they go to? What
kind of organizations
do they belong to? Oh, they're orthopedic surgeons.
Okay. Let's go to the Academy of Orthopedic
Surgery
and see
what podcast
those people that go there listen to. It's
not all orthopedic surgery ones. There's other ones,
(24:48):
and those are the ones that you want
to be on. And without that, it's just
podcast guessing.
The other thing too, Matt, is
sometimes
you can use it for market research. And
I'll give you an example here. 1 of
our early clients, Craig Cody, he's a high
level CPA, does tax advising.
And he came to us and he said,
(25:08):
I want 50 different clients in 50 different
states in 50 different industries.
And I'm like, why?
Because he said, last time, the downturn, I
was brick and mortar on Long Island. And
this guy's he's great. He's a retired New
York City detective. Yeah. And so it's fine.
We start throwing darts at a dartboard,
and it's not till we get him on
a dental podcast.
(25:29):
And we look at the numbers on that
and the data,
and it's like,
this was fish in a barrel. Yeah. So
we take it to him, and he's, oh,
yeah. I think I've already got a couple
clients from that, and there's some more
calls already from that. And so we looked
and said, let's just do
dental podcasts. For the next 6 months, all
he was doing was dental podcast. He started
(25:52):
his own dental business podcast.
And with that, with the data, he was
able to see, hey. These are my people.
This is who resonates with my message, and
then he just kept double down double doubling
down on that. And, plus, he had so
much content from all of those interviews
that he didn't have a lot of content
(26:12):
for dentists,
but
he took the clips out of there. He
did blogs out of it. Boom. Within 2
months, he'd go to his website, and you
would have thought that he was the man.
He was the accountant
for dent, and you could do the same
thing for financial advisers too. Yeah.
I'm sure that our audience is like, it
sounds like Tom is talking about that I
(26:33):
should have a niche in order to make
it, so that people understand that I'm speaking
their language, and there could be some people
listening right up. There's dentist podcast?
Oh, my God. There is a podcast in
every
niche, every genre, anything that you want, which
is why it can be such a powerful
marketing technique. Alright. We've covered a lot of
(26:54):
ground. I'm gonna ask you my favorite question
that I ask a lot of the people
who come on the show.
Because as you know, I try to prepare
for this, and I try to make sure
I know what questions I'm gonna ask you.
But what question should I have asked you
that I didn't?
Probably
who it won't work for.
Oh.
Oh, yeah. Do that. Do that. There's the
everybody asks the frequently asked questions. No. I
(27:15):
want the frequently unasked questions.
And with our discovery calls, this is what
I wanna figure out. Are you one of
the people that it won't work for? So
one of them would be that it's all
about you. It's ego. You just wanna tell
your story. It won't work there. The other
one is if you're tracing transactions.
Right? If you're just trying to sell a
(27:35):
small product,
there are different ways to do that. Right?
Products are sold. Services
are bought. So if you're trying to sell
the lifetime relationship with that too. Another one
is
what is your
client base? Right? Are you open to regional
or global,
or do they have to live
(27:56):
within drivable distance to you? You can use
podcast interviews as a proof source, but don't
think getting on a national interview
that if somebody doesn't live within 10 miles
of us in Kalamazoo,
they're gonna be a client. It's not gonna
be effective for that. So that's sort of
the things to look at. Will this work
for me? And the other thing is I
(28:16):
always look at is someone
humble and coachable. Right? If they come to
me
and
they're not sure, will this work? What value
will I bring? I love those people
because
they come with a heart to serve.
They come with a humble heart to share
their experience.
I had one person that came to me.
(28:38):
I remember this. He says, I'm so. And
I'm like, who's that? Yep. Yep. Yep. I
was on national television
in the nineties.
And I'm like, I'm sorry. I was in
the navy in the nineties. I had kids.
I was working hard.
If you start with that, do you know
who I am? No. No. And and they
don't watch you there for it. You wanna
be approachable. So if that sounds like and
(29:00):
once again, marketing is supposed to be magnetic.
Mhmm. I hope that attracted the right people
and
repelled the wrong people. Right? If because that's
what we're supposed to do on podcasts and
in our marketing.
Yeah.
Just if anybody noticed a couple of things
that Tom just dropped there. Yes. Him and
I are both ex Navy. And by the
(29:21):
way, we live, like, 20 minutes from each
other,
which is so crazy when we first met,
because we had met through LinkedIn. And you're
like, wait a second. Like, I live in
Matawan,
and you live in Portage. Like, I can
almost throw a rock to your house. So
anyway, I just think that's absolutely funny. Well,
us, Michiganders and Navy people need to stick
together. Okay. If that last statement you just
(29:42):
said doesn't make our audience run away because
some of you should run away,
if somebody does wanna engage you, where should
they go, and what should they do? Yeah.
So before,
Matt had talked about how do you wrap
up a podcast, and I talked about the
welcome page and the three offers.
This is what it looks like. If you
wanna go there and see what a welcome
page looks like Yeah.
(30:03):
Say,
all of this information, you can find at
interview
valet with a v.comforward/topadvisors.
There's a checklist,
like an assessment that says 10 questions. Will
podcast interview marketing work for you? I wrote
a book called podcast guest profits, how to
grow your business with the targeted interview strategy.
(30:26):
You can buy it on Amazon. If you
want a free copy, go there. If you're
in the states, I'll mail you a copy.
If you're overseas, I'll email you a copy.
And then finally,
if you wanna talk about this, if you
wanna see how could I use this in
my business to build my brand, build my
business,
I'll put my calendar scheduling link there. All
of that will be back at interview
(30:48):
valet.comforward/topadvisor.
Masterclass, brother. Thank you for that was such
a good example.
So listen, everybody. Podcast guesting can be an
absolutely fantastic strategy if you have the right
intention, you have the right preparation, you have
the right team by your side. I have
like I said at the top of the
show, when people tell me that this is
(31:10):
the strategy they want, I know that there
are other agencies out there. I've been approached
by some of those other agencies,
and you just really need to find a
good partner that fits with you. Here's the
deal. If
Tom's team and his personality at interview valet
isn't what you want,
this can still be an amazing
strategy for you. You just need to find
(31:30):
the right team who's gonna help you achieve
the right goals. I personally think Interview Valet
is the team for you because
a lot of the people they work with
are people who provide advice for a living
and they are technically experts, then that's a
great organization to work with. If you don't
know and you wanna dip your toe in
the water,
we have an absolutely unbelievable resource in our
(31:52):
PodRocket Influence Academy.
It's actually a gasting
sheet that will help you not only prepare,
but also
you prepare for people to come on your
show. And so that's at the podrocketacademy.com,
so please make sure you check for that.
So for Tom, everybody, at Interview Valley and
all of us here at Proudmo, this is
Matt Halloran, and we'll see you on the
other side of the mic very
(32:13):
soon.
Thanks for listening to the top advisor marketing
podcast brought to you by Proudmouth.
If you wanna know more about how you
can be your own loud, visit us at
proudmouth.com
and sign up for the PodRocket Academy.
Through courses and office hours led by professional
podcast producers and digital marketers, you will learn
everything you need to know to become the
trusted subject matter expert you were meant to
(32:35):
be.
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