In episode fifty-six of Podcasts Suck, Sebastian Rusk explores the art of turning podcast guests into clients without the need for pushy sales tactics as he shares a proven strategy developed over a decade of experience, highlighting the importance of having genuine conversations with guests. Sebastian discusses the framework required to implement this approach effectively, emphasizing the necessity of taking action on the insights gained.
Join him for practical advice on leveraging your podcast to build meaningful connections that can lead to new business opportunities!
TIMESTAMPS
[00:01:58] Interviewing amazing people.
[00:06:13] Building trust through podcasting.
[00:09:12] Cash flowing machine with integrity.
QUOTES
- “Ask questions that are going to later become ammo for you to be able to tee up a sales opportunity. Identify the problems that they're having and talk about those problems. Be present, ask about their business challenges and goals, and use your ears to be a magnet for opportunity.”
- “Be present. Actually care. I believe that it's called intuitively listening, listening because you actually care, because you should.”
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SOCIAL MEDIA LINKS
Instagram: Instagram.com/PodcastsSUCK
Facebook: Facebook.com/srusk
LinkedIn: LinkedIn.com/in/sebastianrusk/
YouTube: Youtube.com/@PodcastLaunchLab
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Episode Transcript
Welcome to Podcast Suck.
A podcast about starting apodcast where we dive headfirst
into the wild, wacky andsometimes frustrating world of
podcasting.
If you've ever sat down with amicrophone hit record and
thought what on earth am I doing?
Or if you're just curious aboutthe magic behind your favorite
shows, then you're in the rightplace.
(00:22):
Get ready for laughs, insightsand a whole lot of what not to
do advice as we embark on thispodcasting journey together.
Let's dive in.
What if I told you that yournext customer is already booked
on your podcast customersalready booked on your podcast.
(00:48):
No slimy sales scripts, noawkward pitches, just smart
conversations with the rightfollow-up?
This is exactly how I've turnedpodcast guests into clients for
the past 10 years, naturallyand consistently.
In addition to that, naturallyand consistently In addition to
that, it's what we teach at thePodcast Launch Lab with the
(01:09):
clients that we get theopportunity to work with to help
them make their podcastingdreams a reality.
On this episode, I'm going togive you the framework on what
you need to do in order to putthis strategy into play.
So, unless you're driving, youmay want to grab a pencil or a
(01:30):
pen, if that's how you roll, oryour notepad, or your journal or
a chalkboard or some Crayolacrayons and take some valuable
notes.
But don't just take notes.
Take the notes and do somethingwith them.
Let's jump in.
All right.
Step one find someone amazingand interesting to interview.
(01:56):
Don't just chase influencers,whatever those are.
Interview people you genuinelywant to work with.
You probably want to targetdecision makers or industry
peers.
Think networking event.
If I was at a networking eventor I was at a conference or I
(02:17):
was at an event in general, whattype of people would I be
targeting For me?
I'm looking for seven and ninefigure business owners and
entrepreneurs that don't have apodcast, want to start a podcast
, don't want to do the work ontheir own, want to get there
yesterday and they want to workwith the best.
So I'm looking for seven andnine figure businesses without a
(02:40):
podcast.
That's my niche.
So step one interview amazingpeople, but don't just chase
gigantic names or people thatyou like and follow.
Target decision makers,industry peers.
Step two this is a tough one fora lot of people.
(03:01):
This is a tough one for a lotof people.
Actually listen to what theyneed.
So, during the podcastinterview, ask questions that
are going to later become ammofor you to be able to tee up a
sales opportunity.
Identify the problems thatthey're having and talk about
(03:23):
those problems.
Be present, ask about theirbusiness challenges, goals.
Use your ears to be a magnetfor opportunity.
We live in a world where we'relistening to figure out what we
want to say next.
Don't do that.
Be present, actually care.
(03:45):
I believe that it's calledintuitively listening, listening
because you actually care,because you should, if you like
new business and you like money.
Step three once you're done withthe interview.
Step three once you're donewith the interview.
(04:08):
Don't ever pitch them duringthe interview, by the way.
Ever Wait till the interview'sover.
Maybe this happens before theinterview.
I recommend after because itgives you in the beginning.
You want to hey, how are you?
Great to see you, great to meetyou, thanks for your time.
Yada, yada, yada.
Then do the interview asking theright questions, intentively
(04:31):
listening, actually caring,asking the right questions and
then at the end, thanking themagain and then, without pitching
them, say something to the tuneof hey, you mentioned during
the interview, insert pain pointhere and I've actually helped
clients with that.
Want me to send you somethingover?
(04:52):
Here's a good example of that.
Hey, you mentioned during thepodcast that you don't currently
have a podcast, but you wantone.
I've actually helped hundredsof clients do that exact thing
launch a podcast to radicallychange their life and their
business.
I wouldn't say want me to sendyou something over.
(05:13):
I would say something like inthe event I can ever support you
in that space, don't hesitateto reach out.
Chances are they're going tosay thank you, I appreciate that
.
I'll let you know whichprobably means they don't care.
That's okay too.
That's part of this process.
Or they're going to say youknow what?
That sounds great.
What's the best way to book acall with you?
(05:34):
And you can actually open upyour calendars right there and
get an appointment on thecalendar.
Sometimes they want to talkabout it right then and there.
That's cool too.
If you've got time to do it,great.
Sometimes they're going to askfor a link to book a call.
That's cool too.
All you're doing here is notpitching them.
(05:56):
That's how we're trying to dohere.
Here is not pitching them.
That's not what we're trying todo here.
You're trying to recap theconversation strategically so
that you can identify a salesopportunity, you can identify a
pain point where you know youcan solve a problem?
Simple supportive, zero pressure.
(06:17):
Supportive, zero pressure.
Here's why this works.
People buy from people theytrust.
Your podcast creates a perfectenvironment.
You're giving them a platform,you're interviewing them, you're
positioning yourself as a peeror authority and you're not
(06:40):
trying to sell.
You're trying to serve.
There is a gigantic differencein between selling and serving.
Typically, if you're serving,leading with your heart and
(07:00):
actually caring and wanting todo something for them, you're
going to sell them by default.
They already like you becauseyou made them sound great for 30
minutes on your podcast and youinvited them to be on your
podcast, so you're already aheadof the game.
I've had this happen countlesstimes over the past decade and
continue to have it happen.
If I join a new group, if I'mpart of a new mastermind, the
(07:24):
best way for me to meet as manypeople as possible is to invite
them to be on my podcast.
Once I do that, I build rapportwith them.
Sometimes we don't identify anopportunity right away.
Sometimes we do, but I'm ableto convert them over to agency
clients.
Okay, and it's the exact sameframework that I'm sharing with
(07:46):
you right now.
This isn't hard, this isn'tdifficult.
It's just being human andactually caring, listening,
asking the right questions.
By the way, these are all greatcomponents of being a
phenomenal podcast host.
Let's recap real quick.
(08:07):
Number one identify amazingpeople that you want to do
business with and invite them tobe on your podcast and
interview them.
Secondly, listen.
Listen to what they're saying,ask the right questions.
That'll create a salesopportunity without pitching.
And if you're not able to booka time or get something on the
(08:32):
calendar after the interview,follow up with them.
So try this out on your nextepisode and then send me a DM on
Instagram Tell me how it wentat podcast suck.
That's at podcast, just like theshow name, podcast, plural suck
.
This is a great way to turnyour podcast into a sales
machine without actuallysounding like one.
(08:55):
Podcasting isn't just a mic,it's a magnet if you know how to
use it.
I hope you're leaving thisepisode with at least one or two
things that you did not knowabout how to turn your podcast
into a cash flowing machine withintegrity, without being a
(09:18):
sleazy salesperson, actuallycaring and listening.
Take these tips, tricks andtools that you learned today,
put them into play on your nextepisode and I promise
opportunities will startsprouting up faster than you
think.
Questions, thoughts, ideas,concerns about this episode or
any episode on the podcast.
(09:39):
Please shoot me a DM atPodcastSuck, just like the show
name over on Instagram,sebastian Rusk, on LinkedIn or
on Facebook.
Instagram is probably best forthe DMs.
It's where I hang out amajority of my time, but I do
appreciate you taking time outof your day to hang out with me
for just a couple minutes tohelp you better understand what
you don't know, that you don'tknow about the wonderful world
(10:01):
of podcasting.
Until next time, friends.
Thanks so much for tuning intothis episode.
We sure do appreciate it.
If you haven't done so already,make sure you're subscribed to
the show wherever you consumepodcasts.
This way, good updates as newepisodes become available.
If you feel so inclined, pleaseleave us a review and share the
show with someone you knowshould start a podcast or may
(10:23):
already have one.
And remember podcasts suck ifyou don't have one.
Until next time, friends.
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