November 17, 2025 • 19 mins
When Ana Xavier walked away from a steady studio job, she didn’t have a business plan—just a sense that something no longer aligned. What started as a leap of faith became The Podcast Space, a thriving consultancy helping impact-driven creators turn their shows into engines for growth and connection.
In this conversation, Ana opens up about the courage it takes to rebuild your career around your values, the lessons she’s learned helping others amplify their voices, and how podcasting can transform not just businesses—but people.
Whether you’re thinking about starting a show or ready to rediscover your purpose, Ana’s story is a reminder that clarity often comes from doing.
***
Know someone who's flipped the table on their career to follow their life's purpose? Let us know at titan-one.co.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Ana Xavier (00:00):
I rather say I did it, and this is what I've
learned, versus be the personwho's like, ah, what if I had
done this? And I think that'llbe YOLO, but at the same time,
YOLO intentionally, right? You
Nicole Gottselig (00:20):
Nicole, hello and welcome to connect with
purpose, where we uncover thejourneys of remarkable people
who have turned their passionsinto a Purpose Driven Life. I'm
your host. Nicole gotseleg,whether you're on your own quest
for meaning or simply curioushow others have navigated their
(00:42):
paths. This show is here toinspire and guide you along the
way.
Hey everyone, it's Nicole fromconnect with purpose. Here I am
live at the London podcast show,and I'm actually sitting down
today with Ana Xavier. Ana runsthe Podcast Space, and Ana is
our special guest on connectwith purpose today for a bonus
(01:05):
episode. And first of all, Anna,I would love to just welcome you
to the show. Thank you forhaving me. I'm very excited that
we got to meet and we becamefast friends. This is just
wonderful. Anna is somebodywho's actually really living,
from what I can see online,living in her life purpose, or
(01:25):
somebody living with a strongsense of mission and really
serving others. So Anna, maybejust walk us through like who
you are, what do you do, andtell us a bit about yourself.
Ana Xavier (01:37):
Yeah, thank you for having me. Honestly. I it's
funny that when people see youin a way that you're kind of
forget because you're just doingthe thing right, I think that's
it's always like, Oh yeah, I'mdoing I'm living in my purpose.
So I'm a podcast marketingstrategist, and I hope people,
podcasters, primarily, who areimpact driven, who are leaders,
(01:58):
use the show to basically bemore visible, get to their
business goals, better marketthemselves. And a lot of this is
about going for it and beingvisible in being willing to take
space. And I find myself thatI'm like, Oh, wow. Like, I'm
coaching people a lot more, andI'm not people's therapist, but
(02:18):
you would be amazed at like, howclose the podcasting world and
the self improvement of art,because, yeah, like, the more
you do a show, the more youdiscover about yourself. And I
think that's,
Nicole Gottselig (02:29):
like, fascinating. So how did you
start the podcast space? Like,was there just one moment where
you were like, Oh, I just got tostop what I'm doing and just go
in it full time. Because thatactually takes a lot of guts and
a lot of courage to not justhave this as a side hustle.
Ana Xavier (02:46):
Yeah, it's really interesting, because I never,
you know most entrepreneurs, Ilive in the US now, and most
entrepreneurs say, Oh, I was anaccident, accidental
entrepreneur, and that's exactlywhat happened to me. I was
working in a podcast studio, andthere was a kind of a
misalignment between the clientwork that I was doing. I really
wanted to be more involved incoaching people and helping them
(03:07):
build podcasts that actually didmore than just, let's just sit
down and talk. I wanted them tobuild, to build themselves as
hosts, but also to think aboutstrategically. How are you using
the show to grow your business,to grow your visibility? And so
it started kind of crippling inmy mind. I love educating people
and creating educational contentand marketing content that helps
(03:27):
people, whatever the journey. Sowhether you have a budget or no
budget, you can still learn. AndI started because it was one of
those moments where it was acombination of me finding that
misalignment that it wasn'tmaking sense anymore. And then I
had death in the family, and Iwas like, oh, I want to be able
to work remotely. And if youwork in a podcast studio, you
(03:48):
can't really leave, because youhave your clients, right? And so
to me, it was like, that ideaof, what is it next? And I
didn't know. And within twoweeks, I was like, I'm going to
quit my job. I have enoughsavings. And again, it's also
like, I have a husband, so wehave a dual income household
that I sit in that I think isreally important when you're
doing anything is like, thinkabout the investment, the risk,
(04:09):
right? Like, don't just, like,go and do stuff. Like, think
about, like, how are you goingto be able to to live? And all
of that. It's important to havethose conversations. And so my
husband was the one who waslike, if you're not going to
launch your own company, whatare you doing? Because I
thought, oh, maybe I'll justlook for just look for
businesses that are looking forremote folks. And so, yeah,
like, we're both Europeans. So Iwas like, hey, what if I start
(04:29):
my company and it's alignedexactly with what I want to do.
I select the clients based onvalue. The value is what they
want to achieve and how I canbest serve them. And then I
launched. It was like, in twoweeks, I was like, playing
around with ideas like, whatcould be the name of the
company? And then it just, whenyou're when you work in
marketing, you forget howknowledgeable you are. And so
(04:51):
everything came to me fast. AndI was like, Okay, I guess we're
just doing this and not havingthat attachment to overthinking
everything, but just doing andthen we'll figure it out. All
down along the way and focusingon like the doing one step, one
step, one step. I think thatreally helps, because I'm not
like a risk taker, yet somehow Ifind myself doing all these
things, like moving fromPortugal to the UK, from the UK
(05:13):
to the US, and it was just likeyou're in the moment. And I
rather say I did it, and this iswhat I've learned, versus be the
person who's like, Oh, what if Ihad done this? And I think that
we YOLO, but at the same time,YOLO intentionally, right?
Nicole Gottselig (05:32):
I think what's what we put I love that, and I
love that. It's just abouttaking step. I had a writing
instructor years and years agothat used to say to me and to
the bus, hey, a book is never abook. It starts with one word at
a time, one word upon one wordupon one word and one word. But
the fact that you actuallylisten to yourself, you align to
(05:54):
your values. Hey, I need to workremote. I need to be here from
my family. And I also want toconnect with others and have the
same values and value drivenlike me. So when we say no to
what we don't want or thatdoesn't align with us, then we
can say yes to what is actuallyfor us, and then we open those
(06:16):
divers to that alignment really.
So you're really sort of one ofthose proofs. And what we talk
about on connect with purpose atall. It's sort of when you're
working in your life purpose oryour your mission, or at least
in your own values, and you'renot self sabotaging or self
abandoning yourself in any way.
It's sometimes embarrassing. AndI say this almost every episode,
(06:38):
how quickly things align and howquickly things work out, and you
just you figure it out as yougo. You don't have to have some
grandmas for that.
Ana Xavier (06:47):
Thank you. I again, as I say, I don't find that I am
a courageous person, but in themoment, I always think I want to
be the person who does thething, instead of wishing all
their life that didn't do it,because too, too frequently
we're too afraid of it notworking out, and especially like
when I'm working with clients,they, many times, worry about,
what if things actually workout, and it's like, I don't know
(07:10):
what to do. And it's the notknowing and getting so
uncomfortable with theuncertainty that stop us and
paralyze us. And so it's like,okay, if you're not, you don't
find yourself being a personwho's very like risk taker. What
are like the baby steps that youcan do to live and and live and
exist in a way that honors yourlife purpose? And you say, Yeah,
(07:33):
I'm doing things that somehowdown the line, my my future self
will thank my past self throughagain.
Nicole Gottselig (07:41):
I love that.
Like, what would your futureself say to you? Now, one other
question I'd like to ask is, Iknow you work a lot with
individuals, and I know you haveextensive marketing background
for say, our listeners who havetheir own business, maybe they
have five employees, maybe theyhave 100 maybe they're trying to
(08:02):
reach more people, and maybethey want to dip their toe in
podcasting, because blogs aren'tgetting them very many places,
and they just want to trypodcasting to use it for organic
clips or Just to feed otherother channels. What would you
recommend they do once they havesomething recorded? How can I
(08:27):
get more people to have eyes onsaid an episode and build an
audience?
Ana Xavier (08:34):
Yes, it's important to think about what is already
working for you and work with anews channels. So I'm not a fan
of just go with every all thecool kids. And there's something
to be said about being an earlyadopter of platforms, and how
platforms do benefit you whenyou do take when you try the new
features, but at the same time,it's like what makes already
(08:56):
good and marketing is what'salready working. And I find that
people are spinning to theirwheels in too many directions.
And so if you see that, forinstance, email marketing is
really working for you on inpodcasting, continue pursuing
that to market the show. Or ifit is Instagram, then you
already have an audience. Like Ihave two main places, so
Instagram and LinkedIn. One isfor more like creative, because
(09:19):
that's naturally what I do. So Ilean into my strengths, and then
LinkedIn, because it's theplatform that business is done.
So it's more strategic in thatsense, a lot of times as I
repurpose the content. And thenI have email marketing. So I
have active marketing, which isthe social media, and the
passive, which is I have anemail sequence that pitches my
price and services consistently,including the podcast. So
(09:43):
looking through exactly what howyou can diversify, but be
strategic about those, and gofor at least three to six months
and to see results,
Nicole Gottselig (09:55):
let's go back to email marketing. So email,
some people say email. Marketingis dead, and other people say
your email list is your networth really. You know, because,
as we know, platforms can changeall the time. Look what happened
with Twitter, for example, andwe can, we can lose access to
(10:16):
platforms at any time. So whenit comes to email marketing with
respect to a podcast, whetheryou're an individual creator or
you are a small to medium sizedbusiness, what would you put on
these emails, and why wouldthere be an incentive for people
to want to keep coming back?
Ana Xavier (10:37):
So there's this misconception that marketing,
email marketing is dead. And I'mlike, Yeah, but the people also
said that about radio. Peoplestill listen to radio. Um, I
think it's important to thinkabout like people, different
people have different behaviors,and there'll be people who
listen to your podcast that arenot on your newsletter, and
people who are on your newserver that don't listen to the
podcast and so and social mediaand all that. So assuming that
(11:02):
you can't promote the podcastbecause your audience already
subscribes to the podcast issilly. So I, I actually created
a guide on like five easyformats, and one of them is just
saying, expand on, you know,have a little bit of a teaser
about what the podcast is about,but give them a reason to
listen. So maybe you forgot toinclude something important on
(11:23):
the podcast, and that'ssomething that you can include
in that email. I always makesure that it's not just a
desire. It's not just like, Haveyou ever wondered how to promote
your podcast on on an emaillist? Listen to these episodes
because there there's literallyno reason why being subscribed
unless it's like just a nudge togo. Hey, subscriber, go, Listen,
(11:43):
I created this concept that islike, Okay, can I provide them,
like, a little bit of likeinformation so that they can
learn something? And so itthere's multiple formats you can
report this, the whole shownotes that you did on from to
write on the episodes, on theweb page, or whatever you can do
that you can do, kind of likeexpanding on lists. So
(12:09):
basically, like three things youwill learn on the podcast, and
those three things are actuallygood. They're not tea seekers,
right? Like their information.
So it's better to consider, howcan you repurpose the group,
great things that you've done onthis episode into a different
medium, but forcing people togo, Hey, listen to the podcast.
Listen to podcasts. I find thatis not strategic. Let people
(12:31):
consume that one already, or letthem consume them. Consume that
if they want to. I know it'sshocking, but a lot of people
still don't listen to
Nicole Gottselig (12:42):
podcasts. I know that. And you said
something in your talk thismorning that really stuck with
me the whole time is that everyweek you do a hey, subscribe.
Now, listen now. Can you sharewith us what that is so for
businesses and brands listening,hey, they want to get their
podcast out there. What? Why dothese sort of like return like
(13:02):
these call to actions everyweek. Why do they matter? And
how have they helped?
Ana Xavier (13:05):
You? See, there's multiple reasons. One is because
people again thinking about userbehavior. Podcast discovery is
really like, again, is reallyhard to grow a podcast, but
social media is the number onereason why new people find by
people find new podcasts. Sowhether that's because of clips,
that's because, like, acommercial post that is based on
(13:27):
on one episode, right? And so toassume that people who
subscribed, who follow you onsocial media listen to the
podcast, is wrong. It wassomeone that followed me for
years, only three months after Ilaunched the podcast, did they
actually start listening? And itwas one post that eventually
resonated with them that madethem actually go and listen. So
(13:50):
we we think that we'reconstantly talking about it, but
social media, in terms of reach,you only get one to like maybe
10% most times, so not allpeople who follow you will see
the content. And again, it canbe lunch, but at the same time,
it's like, you need to tellpeople what to do. People want
to be told what to do. And ittakes up to seven steps, seven
(14:12):
times seven touch points, forsomeone to internalize that they
need to take an action. They go,Oh, yeah. Like, I should listen
to that podcast. And then yousaw another clip, and you're
like, Oh, that was really good.
I should listen to the podcast.
Listen to the podcast, but like,I have my groceries to put away,
and you just have to think aboutit's not you. It's like
listeners, subscribers, theyhave their lives, and they're
(14:32):
fitting out content. They're ourpodcast in their life. So it's
trying to match those touchpoints to the time that when
they would like it would be aconvenient time to listen.
Nicole Gottselig (14:43):
I love that.
And really, you know, a lot ofbrands still struggle with, you
know, can't we just do blogposts? Can't we just keep, you
know, everything running withour SEO like, Why? Why would you
say having a podcast is anothergreat you. A medium to have in
your content roster right now,it
Ana Xavier (15:04):
depends if it makes sense for the person to add
another element that you canliterally record those blobs and
have them as a podcast, becausethe idea of a podcast is to
provide a way for people toconsume that content in a way
that feels horrible. So youcan't drive and read a walk, you
(15:25):
can't, you know, like, run andread, but you can run and listen
to a podcast. So it's meetingpeople where they're at, and
also listening to a podcast isvery, very intimate, like when
we met, you listen to you'vebeen following me online, and
you're like, Oh, I feel like Iknow you why? Because me being
(15:46):
being a very open andintentional about my my content,
you get to know who I am as aperson. And so for business
owners, I had multiple peoplelisten to my podcast, binge it,
and by the time they got intothe sales call, I have no coach.
Like, it was so easy. They'relike, just tell me how we can
work together. And my podcast isnot even optimized for sales so
(16:09):
when that happens, you realize,wow, like, people really trust
podcast hosts. And so if you'relooking for a way to connect to
people, because it is, like,kind of like a phone call, it's
very intimate. And so if youdon't like doing sales calls, a
podcast is great because it's apassive way for people to
consume the content while you'refocusing on other facets of your
(16:31):
business. So I'd highlyrecommend, if you can look at
your best performing content andlook at how that would work for
a podcast.
Nicole Gottselig (16:40):
Wow, you just articulated in like 20 seconds
what I have been trying to sayfor the last three years, and
I've sort of like gone in thisroundabout way about why I think
it works when it does, and youjust did it in like 30 seconds.
So thank you for your analyticalbrain there to build up. Danny.
(17:01):
For me, I just have two morequestions. And one is, what is
your favorite podcast right now,right? Or, what do you what do
you binge on? Or what do youcannot you cannot wait to listen
to when it comes out.
Ana Xavier (17:15):
I'm really obsessed with a podcast called The Future
with Chris doe. He's a futurist.
He's so good. I want to haveChris in my podcast. I have met
Chris in person stop,
Nicole Gottselig (17:26):
and he is literally the nicest, coolest
person in person as
Ana Xavier (17:31):
well. See, that's, that's the thing. Like, you mean
him on the show, he's so like onit. And I'm like, I wouldn't be
scared because he's so smart,but I love that you're like, No,
he's like, really sweet. Sothat's one of my favorite clock
guys right now. So fantastic.
And if you could have dinnerwith anyone alive or not on the
earth anymore, who would it be?
(17:54):
I hate that question, because somany people the Dolly Parton.
Oh, I love that answer. Dolly issuch an icon. I love,
Nicole Gottselig (18:04):
I love asking this question because now I'm
thinking about, who would youinterview? Who would you so
happy you asked? Liam Gallagher,oh yes, okay. For the laughter
alone. I think I just want to belike, smiling and laughing the
entire time, just just at thesheer like realness and
(18:25):
wellness, it will happen. Yeah.
Anna, thank you so much forjumping in on this special bonus
episode on connect with purpose,and we look forward to sitting
you down for a real full episodesoon.
Ana Xavier (18:40):
Yes, awesome. Maybe I'll fly out to Germany to do it
in life. Happily host you.
There'll be a reason.
Nicole Gottselig (18:47):
Happily meet you there. Thank you. Thank you.
Mark Glucki (18:50):
Thanks for joining us on connect with purpose,
produced by Titan One. ConnectWith Purpose is hosted by Nicole
Gottselig, executive producerMark Glucki, producer Sian Sue,
editor in Sound Design by FinaCharleson, show creator Scott
Lanaway, special thanks toBernard Magri at beast
collective and Mark Edwardsediting, Monica Lo and Dave Chao
(19:14):
design and Charlie the officedog. Do you have an inspiring
story? Or maybe you know someonewho's followed their passion to
find a new purpose. Reach out atconnect with purpose.ca. We'd
love to hear from you. You.
I rather say I did it, and this is what I've
learned, versus be the personwho's like, ah, what if I had
done this? And I think that'llbe YOLO, but at the same time,
YOLO intentionally, right? You
Nicole Gottselig (00:20):
Nicole, hello and welcome to connect with
purpose, where we uncover thejourneys of remarkable people
who have turned their passionsinto a Purpose Driven Life. I'm
your host. Nicole gotseleg,whether you're on your own quest
for meaning or simply curioushow others have navigated their
(00:42):
paths. This show is here toinspire and guide you along the
way.
Hey everyone, it's Nicole fromconnect with purpose. Here I am
live at the London podcast show,and I'm actually sitting down
today with Ana Xavier. Ana runsthe Podcast Space, and Ana is
our special guest on connectwith purpose today for a bonus
(01:05):
episode. And first of all, Anna,I would love to just welcome you
to the show. Thank you forhaving me. I'm very excited that
we got to meet and we becamefast friends. This is just
wonderful. Anna is somebodywho's actually really living,
from what I can see online,living in her life purpose, or
(01:25):
somebody living with a strongsense of mission and really
serving others. So Anna, maybejust walk us through like who
you are, what do you do, andtell us a bit about yourself.
Ana Xavier (01:37):
Yeah, thank you for having me. Honestly. I it's
funny that when people see youin a way that you're kind of
forget because you're just doingthe thing right, I think that's
it's always like, Oh yeah, I'mdoing I'm living in my purpose.
So I'm a podcast marketingstrategist, and I hope people,
podcasters, primarily, who areimpact driven, who are leaders,
(01:58):
use the show to basically bemore visible, get to their
business goals, better marketthemselves. And a lot of this is
about going for it and beingvisible in being willing to take
space. And I find myself thatI'm like, Oh, wow. Like, I'm
coaching people a lot more, andI'm not people's therapist, but
(02:18):
you would be amazed at like, howclose the podcasting world and
the self improvement of art,because, yeah, like, the more
you do a show, the more youdiscover about yourself. And I
think that's,
Nicole Gottselig (02:29):
like, fascinating. So how did you
start the podcast space? Like,was there just one moment where
you were like, Oh, I just got tostop what I'm doing and just go
in it full time. Because thatactually takes a lot of guts and
a lot of courage to not justhave this as a side hustle.
Ana Xavier (02:46):
Yeah, it's really interesting, because I never,
you know most entrepreneurs, Ilive in the US now, and most
entrepreneurs say, Oh, I was anaccident, accidental
entrepreneur, and that's exactlywhat happened to me. I was
working in a podcast studio, andthere was a kind of a
misalignment between the clientwork that I was doing. I really
wanted to be more involved incoaching people and helping them
(03:07):
build podcasts that actually didmore than just, let's just sit
down and talk. I wanted them tobuild, to build themselves as
hosts, but also to think aboutstrategically. How are you using
the show to grow your business,to grow your visibility? And so
it started kind of crippling inmy mind. I love educating people
and creating educational contentand marketing content that helps
(03:27):
people, whatever the journey. Sowhether you have a budget or no
budget, you can still learn. AndI started because it was one of
those moments where it was acombination of me finding that
misalignment that it wasn'tmaking sense anymore. And then I
had death in the family, and Iwas like, oh, I want to be able
to work remotely. And if youwork in a podcast studio, you
(03:48):
can't really leave, because youhave your clients, right? And so
to me, it was like, that ideaof, what is it next? And I
didn't know. And within twoweeks, I was like, I'm going to
quit my job. I have enoughsavings. And again, it's also
like, I have a husband, so wehave a dual income household
that I sit in that I think isreally important when you're
doing anything is like, thinkabout the investment, the risk,
(04:09):
right? Like, don't just, like,go and do stuff. Like, think
about, like, how are you goingto be able to to live? And all
of that. It's important to havethose conversations. And so my
husband was the one who waslike, if you're not going to
launch your own company, whatare you doing? Because I
thought, oh, maybe I'll justlook for just look for
businesses that are looking forremote folks. And so, yeah,
like, we're both Europeans. So Iwas like, hey, what if I start
(04:29):
my company and it's alignedexactly with what I want to do.
I select the clients based onvalue. The value is what they
want to achieve and how I canbest serve them. And then I
launched. It was like, in twoweeks, I was like, playing
around with ideas like, whatcould be the name of the
company? And then it just, whenyou're when you work in
marketing, you forget howknowledgeable you are. And so
(04:51):
everything came to me fast. AndI was like, Okay, I guess we're
just doing this and not havingthat attachment to overthinking
everything, but just doing andthen we'll figure it out. All
down along the way and focusingon like the doing one step, one
step, one step. I think thatreally helps, because I'm not
like a risk taker, yet somehow Ifind myself doing all these
things, like moving fromPortugal to the UK, from the UK
(05:13):
to the US, and it was just likeyou're in the moment. And I
rather say I did it, and this iswhat I've learned, versus be the
person who's like, Oh, what if Ihad done this? And I think that
we YOLO, but at the same time,YOLO intentionally, right?
Nicole Gottselig (05:32):
I think what's what we put I love that, and I
love that. It's just abouttaking step. I had a writing
instructor years and years agothat used to say to me and to
the bus, hey, a book is never abook. It starts with one word at
a time, one word upon one wordupon one word and one word. But
the fact that you actuallylisten to yourself, you align to
(05:54):
your values. Hey, I need to workremote. I need to be here from
my family. And I also want toconnect with others and have the
same values and value drivenlike me. So when we say no to
what we don't want or thatdoesn't align with us, then we
can say yes to what is actuallyfor us, and then we open those
(06:16):
divers to that alignment really.
So you're really sort of one ofthose proofs. And what we talk
about on connect with purpose atall. It's sort of when you're
working in your life purpose oryour your mission, or at least
in your own values, and you'renot self sabotaging or self
abandoning yourself in any way.
It's sometimes embarrassing. AndI say this almost every episode,
(06:38):
how quickly things align and howquickly things work out, and you
just you figure it out as yougo. You don't have to have some
grandmas for that.
Ana Xavier (06:47):
Thank you. I again, as I say, I don't find that I am
a courageous person, but in themoment, I always think I want to
be the person who does thething, instead of wishing all
their life that didn't do it,because too, too frequently
we're too afraid of it notworking out, and especially like
when I'm working with clients,they, many times, worry about,
what if things actually workout, and it's like, I don't know
(07:10):
what to do. And it's the notknowing and getting so
uncomfortable with theuncertainty that stop us and
paralyze us. And so it's like,okay, if you're not, you don't
find yourself being a personwho's very like risk taker. What
are like the baby steps that youcan do to live and and live and
exist in a way that honors yourlife purpose? And you say, Yeah,
(07:33):
I'm doing things that somehowdown the line, my my future self
will thank my past self throughagain.
Nicole Gottselig (07:41):
I love that.
Like, what would your futureself say to you? Now, one other
question I'd like to ask is, Iknow you work a lot with
individuals, and I know you haveextensive marketing background
for say, our listeners who havetheir own business, maybe they
have five employees, maybe theyhave 100 maybe they're trying to
(08:02):
reach more people, and maybethey want to dip their toe in
podcasting, because blogs aren'tgetting them very many places,
and they just want to trypodcasting to use it for organic
clips or Just to feed otherother channels. What would you
recommend they do once they havesomething recorded? How can I
(08:27):
get more people to have eyes onsaid an episode and build an
audience?
Ana Xavier (08:34):
Yes, it's important to think about what is already
working for you and work with anews channels. So I'm not a fan
of just go with every all thecool kids. And there's something
to be said about being an earlyadopter of platforms, and how
platforms do benefit you whenyou do take when you try the new
features, but at the same time,it's like what makes already
(08:56):
good and marketing is what'salready working. And I find that
people are spinning to theirwheels in too many directions.
And so if you see that, forinstance, email marketing is
really working for you on inpodcasting, continue pursuing
that to market the show. Or ifit is Instagram, then you
already have an audience. Like Ihave two main places, so
Instagram and LinkedIn. One isfor more like creative, because
(09:19):
that's naturally what I do. So Ilean into my strengths, and then
LinkedIn, because it's theplatform that business is done.
So it's more strategic in thatsense, a lot of times as I
repurpose the content. And thenI have email marketing. So I
have active marketing, which isthe social media, and the
passive, which is I have anemail sequence that pitches my
price and services consistently,including the podcast. So
(09:43):
looking through exactly what howyou can diversify, but be
strategic about those, and gofor at least three to six months
and to see results,
Nicole Gottselig (09:55):
let's go back to email marketing. So email,
some people say email. Marketingis dead, and other people say
your email list is your networth really. You know, because,
as we know, platforms can changeall the time. Look what happened
with Twitter, for example, andwe can, we can lose access to
(10:16):
platforms at any time. So whenit comes to email marketing with
respect to a podcast, whetheryou're an individual creator or
you are a small to medium sizedbusiness, what would you put on
these emails, and why wouldthere be an incentive for people
to want to keep coming back?
Ana Xavier (10:37):
So there's this misconception that marketing,
email marketing is dead. And I'mlike, Yeah, but the people also
said that about radio. Peoplestill listen to radio. Um, I
think it's important to thinkabout like people, different
people have different behaviors,and there'll be people who
listen to your podcast that arenot on your newsletter, and
people who are on your newserver that don't listen to the
podcast and so and social mediaand all that. So assuming that
(11:02):
you can't promote the podcastbecause your audience already
subscribes to the podcast issilly. So I, I actually created
a guide on like five easyformats, and one of them is just
saying, expand on, you know,have a little bit of a teaser
about what the podcast is about,but give them a reason to
listen. So maybe you forgot toinclude something important on
(11:23):
the podcast, and that'ssomething that you can include
in that email. I always makesure that it's not just a
desire. It's not just like, Haveyou ever wondered how to promote
your podcast on on an emaillist? Listen to these episodes
because there there's literallyno reason why being subscribed
unless it's like just a nudge togo. Hey, subscriber, go, Listen,
(11:43):
I created this concept that islike, Okay, can I provide them,
like, a little bit of likeinformation so that they can
learn something? And so itthere's multiple formats you can
report this, the whole shownotes that you did on from to
write on the episodes, on theweb page, or whatever you can do
that you can do, kind of likeexpanding on lists. So
(12:09):
basically, like three things youwill learn on the podcast, and
those three things are actuallygood. They're not tea seekers,
right? Like their information.
So it's better to consider, howcan you repurpose the group,
great things that you've done onthis episode into a different
medium, but forcing people togo, Hey, listen to the podcast.
Listen to podcasts. I find thatis not strategic. Let people
(12:31):
consume that one already, or letthem consume them. Consume that
if they want to. I know it'sshocking, but a lot of people
still don't listen to
Nicole Gottselig (12:42):
podcasts. I know that. And you said
something in your talk thismorning that really stuck with
me the whole time is that everyweek you do a hey, subscribe.
Now, listen now. Can you sharewith us what that is so for
businesses and brands listening,hey, they want to get their
podcast out there. What? Why dothese sort of like return like
(13:02):
these call to actions everyweek. Why do they matter? And
how have they helped?
Ana Xavier (13:05):
You? See, there's multiple reasons. One is because
people again thinking about userbehavior. Podcast discovery is
really like, again, is reallyhard to grow a podcast, but
social media is the number onereason why new people find by
people find new podcasts. Sowhether that's because of clips,
that's because, like, acommercial post that is based on
(13:27):
on one episode, right? And so toassume that people who
subscribed, who follow you onsocial media listen to the
podcast, is wrong. It wassomeone that followed me for
years, only three months after Ilaunched the podcast, did they
actually start listening? And itwas one post that eventually
resonated with them that madethem actually go and listen. So
(13:50):
we we think that we'reconstantly talking about it, but
social media, in terms of reach,you only get one to like maybe
10% most times, so not allpeople who follow you will see
the content. And again, it canbe lunch, but at the same time,
it's like, you need to tellpeople what to do. People want
to be told what to do. And ittakes up to seven steps, seven
(14:12):
times seven touch points, forsomeone to internalize that they
need to take an action. They go,Oh, yeah. Like, I should listen
to that podcast. And then yousaw another clip, and you're
like, Oh, that was really good.
I should listen to the podcast.
Listen to the podcast, but like,I have my groceries to put away,
and you just have to think aboutit's not you. It's like
listeners, subscribers, theyhave their lives, and they're
(14:32):
fitting out content. They're ourpodcast in their life. So it's
trying to match those touchpoints to the time that when
they would like it would be aconvenient time to listen.
Nicole Gottselig (14:43):
I love that.
And really, you know, a lot ofbrands still struggle with, you
know, can't we just do blogposts? Can't we just keep, you
know, everything running withour SEO like, Why? Why would you
say having a podcast is anothergreat you. A medium to have in
your content roster right now,it
Ana Xavier (15:04):
depends if it makes sense for the person to add
another element that you canliterally record those blobs and
have them as a podcast, becausethe idea of a podcast is to
provide a way for people toconsume that content in a way
that feels horrible. So youcan't drive and read a walk, you
(15:25):
can't, you know, like, run andread, but you can run and listen
to a podcast. So it's meetingpeople where they're at, and
also listening to a podcast isvery, very intimate, like when
we met, you listen to you'vebeen following me online, and
you're like, Oh, I feel like Iknow you why? Because me being
(15:46):
being a very open andintentional about my my content,
you get to know who I am as aperson. And so for business
owners, I had multiple peoplelisten to my podcast, binge it,
and by the time they got intothe sales call, I have no coach.
Like, it was so easy. They'relike, just tell me how we can
work together. And my podcast isnot even optimized for sales so
(16:09):
when that happens, you realize,wow, like, people really trust
podcast hosts. And so if you'relooking for a way to connect to
people, because it is, like,kind of like a phone call, it's
very intimate. And so if youdon't like doing sales calls, a
podcast is great because it's apassive way for people to
consume the content while you'refocusing on other facets of your
(16:31):
business. So I'd highlyrecommend, if you can look at
your best performing content andlook at how that would work for
a podcast.
Nicole Gottselig (16:40):
Wow, you just articulated in like 20 seconds
what I have been trying to sayfor the last three years, and
I've sort of like gone in thisroundabout way about why I think
it works when it does, and youjust did it in like 30 seconds.
So thank you for your analyticalbrain there to build up. Danny.
(17:01):
For me, I just have two morequestions. And one is, what is
your favorite podcast right now,right? Or, what do you what do
you binge on? Or what do youcannot you cannot wait to listen
to when it comes out.
Ana Xavier (17:15):
I'm really obsessed with a podcast called The Future
with Chris doe. He's a futurist.
He's so good. I want to haveChris in my podcast. I have met
Chris in person stop,
Nicole Gottselig (17:26):
and he is literally the nicest, coolest
person in person as
Ana Xavier (17:31):
well. See, that's, that's the thing. Like, you mean
him on the show, he's so like onit. And I'm like, I wouldn't be
scared because he's so smart,but I love that you're like, No,
he's like, really sweet. Sothat's one of my favorite clock
guys right now. So fantastic.
And if you could have dinnerwith anyone alive or not on the
earth anymore, who would it be?
(17:54):
I hate that question, because somany people the Dolly Parton.
Oh, I love that answer. Dolly issuch an icon. I love,
Nicole Gottselig (18:04):
I love asking this question because now I'm
thinking about, who would youinterview? Who would you so
happy you asked? Liam Gallagher,oh yes, okay. For the laughter
alone. I think I just want to belike, smiling and laughing the
entire time, just just at thesheer like realness and
(18:25):
wellness, it will happen. Yeah.
Anna, thank you so much forjumping in on this special bonus
episode on connect with purpose,and we look forward to sitting
you down for a real full episodesoon.
Ana Xavier (18:40):
Yes, awesome. Maybe I'll fly out to Germany to do it
in life. Happily host you.
There'll be a reason.
Nicole Gottselig (18:47):
Happily meet you there. Thank you. Thank you.
Mark Glucki (18:50):
Thanks for joining us on connect with purpose,
produced by Titan One. ConnectWith Purpose is hosted by Nicole
Gottselig, executive producerMark Glucki, producer Sian Sue,
editor in Sound Design by FinaCharleson, show creator Scott
Lanaway, special thanks toBernard Magri at beast
collective and Mark Edwardsediting, Monica Lo and Dave Chao
(19:14):
design and Charlie the officedog. Do you have an inspiring
story? Or maybe you know someonewho's followed their passion to
find a new purpose. Reach out atconnect with purpose.ca. We'd
love to hear from you. You.
Popular Podcasts
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
Are You A Charlotte?
In 1997, actress Kristin Davis’ life was forever changed when she took on the role of Charlotte York in Sex and the City. As we watched Carrie, Samantha, Miranda and Charlotte navigate relationships in NYC, the show helped push once unacceptable conversation topics out of the shadows and altered the narrative around women and sex. We all saw ourselves in them as they searched for fulfillment in life, sex and friendships. Now, Kristin Davis wants to connect with you, the fans, and share untold stories and all the behind the scenes. Together, with Kristin and special guests, what will begin with Sex and the City will evolve into talks about themes that are still so relevant today. "Are you a Charlotte?" is much more than just rewatching this beloved show, it brings the past and the present together as we talk with heart, humor and of course some optimism.
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.