August 28, 2023 • 31 mins
Is Podcasting having its moment?
With an astonishing 177 MILLION avid podcast listeners, there's lots of opportunity for you to share your expertise and have deeper more meaningful engagements with your target audience.
But can you actually make any money at it?
Can a podcast provide with an authority platform that shines like a beacon and draws your ideal clients to you?
This week's guest, Sheryl Plouffe has made it her mission to help coaches, consultants, and entrepreneurs to scale their businesses with profitable podcasts via her Seven Figure Podcaster Program.
Sheryl guides us through her proven approach to securing potential guests, fostering lasting relationships, and nurturing successful collaborations.
Takeaways:
- The importance of a high ticket offer
- The three P's of 7-figure podcasts: Platforms, Partnerships, and Patrons
- How podcasts nurture collaborations, summits and workshops
Episode Resources
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Because when you start showing up with clarity, confidence, and the right content—your ideal clients won't just notice you. They'll choose you.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:03):
Business is about relationships.
Who do you know and, moreimportantly, who knows you?
Who do you have access to?
Who has access to you?
How can you buildcollaborations?
How can you build strategicalliances?
You know those types ofpartnerships are all predicated
on relationships.
So our view is that youleverage your podcast to build
(00:25):
high trust relationships.
But not only that.
It's to also be able to have anoffer that you serve people
with that is of a high ticketnature.
That is going to be the fastestpath for you to reach seven
figures with your podcast is toleverage it to sell your high
ticket offer.
Speaker 2 (00:47):
Welcome to the standout business show, where
it's all about making a biggerdifference by doing business
differently, and not justbuilding a standout brand, but
making your brand binge worthy.
And today we're really going tolean into the binge worthy side
of things, because we'retalking all about podcasting and
(01:11):
, in fact, how you can launchand grow a seven figure, seven
figure podcast.
So it seems like podcasting ishaving a moment.
I mean, after all, right nowthere's something like a hundred
and seventy seven millionpodcast listeners out there.
So, with all these people whoare tuning into their favorite
(01:35):
podcast, or maybe their favoritesix or seven podcasts, week
after week, this is anopportunity for you to share
your expertise and have thesedeeper, much more meaningful
engagements with the targetaudience that you would be like
to serve.
Then the question becomes canyou actually make any money
(01:56):
doing this?
Can a podcast provide authorityplatform that actually will
draw people to you and will drawyour ideal clients to you?
Well, this week's guest, cherylPloof.
She has made it her mission tohelp coaches, consultants and
entrepreneurs scale theirbusiness with profitable
(02:19):
podcasts, and she has this sevenfigure podcaster program, which
is what we're going to take adeep dive into today.
So imagine that you too couldbecome a seven figure podcaster.
Stay tuned, and with that let'sstart the show.
Hey, cheryl, welcome to theshow.
Speaker 1 (02:41):
I'm just grooving.
I like that music.
Hi, brad, nice to see you.
Speaker 2 (02:45):
Yeah, it's catchy, it's catchy, All right.
So to start us off, as we'retalking about podcasting like in
your world, why are youthinking that podcasting is like
the thing right now?
Speaker 1 (03:01):
Well, you know, the truth is podcasting has been the
thing for some time becauseit's already popular.
It was already popular beforethe pandemic.
But, really, I think whathappened was during the pandemic
, social audio really had itsmoment, as you say, and as a
result of that we saw, forexample, we saw everyone
clamoring to clubhouse andthat's why clubhouse's valuation
(03:21):
climbed to.
I can't remember what it was,it was like a billion or four
billion some crazy amount in avery short period of time,
because the whole world wasfiguring out a way that they
could still stay connected andstill do business.
And social audio really tookoff and I think podcasting,
while already popular also, youknow, was able to benefit from
(03:43):
that and continues to benefitfrom that.
We still see a lot of peoplecontinuing to listen to podcast.
I mean, I think in the US, theaverage American listens to six
to seven hours of podcasts perweek you know so and the reaches
continuing to grow year overyear.
We see more and more podcastscoming online year over year.
(04:03):
It's a very popular mediumbecause it is intimate.
People love podcasts.
They'd like to be able to taketheir podcasts with them and be
able to go on a walk, on a run,do laundry, run errands, listen
in the car, and it's also alonger format modality that
allows people to truly dive intoa topic and to learn something
(04:24):
valuable that's going to helpthem in their in their life.
Now we happen to specificallyfocus more on the business side
of it, but we're really excitedabout what podcasting can bring
and the future of podcasting thepresent and the future of
podcasting.
Speaker 2 (04:38):
Yeah, I really think, just to underline this thing of
being able to be have a moreintimate dialogue with the
people that you're talking to, Imean, the experience of a
podcast is that you, as alistener, have this person you
know literally in your head.
Speaker 1 (04:58):
Literally yes, and it's a singular experience.
Speaker 2 (05:01):
It's not like you're hanging out with all your
friends while you're listeningto a podcast.
It's, you know, and you can doit passively, like you can do
when you're driving, you can doit while you're doing your
laundry, you can do it whileyou're walking your dog, and all
of that lens for being able togo deeper with a particular
topic or something that you'rereally passionate about and have
(05:22):
this time where, well, I can dothis while I'm doing the other
things that I need to do andstill consume it, which is so
different than what kind ofseems to like would been forced
on us with social media.
Like in order to do socialmedia, you have to, you know, go
to like.
It could be on your phone, butstill you had to pay attention.
Or on YouTube, I have to watch,you know, I have to sit there
(05:45):
and watch the video and it'svery demanding of your singular
attention.
You can't do other things whileyou're doing it.
Speaker 1 (05:53):
Yeah, and I think you're right.
And I think it's also theability to, like I said, dive
deep into a topic and to reallyexplore something.
I love listening to podcasts.
I also love listening to audiobooks for the very same reason.
I love that format of beingable to feed my brain with
information, insight,experiences, stories from other
(06:17):
people that can really help toenhance what it is that I'm
working on.
And you know, sometimes I'lllisten to a podcast where the
topic is so deep that it'salmost bringing me to tears.
You know it elicits a lot ofemotion, depending on what the
topic of that particular podcastis.
So I'm excited for podcasting,I love it and, by the way, Brad,
(06:39):
I'm a proponent of both videoand audio.
So when we're talking aboutpodcasting, I speak to it from
the perspective of both of thosemediums to do video and audio
as well.
Speaker 2 (06:50):
Yeah right, me too.
I mean, I'm all about video andyet here we are doing a podcast
.
This is my podcast, you know.
So I'm about both for sure.
I think I think both areequally important.
I think that video is reallygreat because it literally puts
a face to your name and peoplecan instantly see your
(07:12):
personality and who you are andhow you sit and all these things
that we need as social cueswhen we're just getting to know
anyone.
However, podcasting is so greatjust simply because I know for
myself that I'm a big radiolistener from way back.
I remember when I was reallyyoung being given this really
(07:33):
old fashioned like wooden radiothat was.
You know, it was like this bigsat on the floor and had two
knobs, you know I had that onoff volume switch and it had the
channel dial and you could, andI just was fascinated by
because they had big roundscreen which was really just the
dial and and it would light upand glow, and so it was like
(07:56):
this little nightlight almost,and I remember even like late at
night turning it on and justseem.
You know what could I listen toand back.
You know, when I was I don'tknow, this is really young, like
maybe four and five, I couldpull in radio shows that were
like stories, like the LoneRanger and things like that were
actually on radio, and whenyou're hearing that kind of
(08:18):
content your mind is more active.
Yeah because you're only in allthe imagery for yourself around
what's being said and whatpeople look like and where they
are in the setting and all thiskind of stuff, and so in many
ways the listening as a mediumis much more creative than than
the other kinds of mediums thatwe see.
Speaker 1 (08:38):
I agree.
My husband often talks aboutthe old days.
You know a radio where he wouldlisten to a transistor radio in
his bedroom.
But pick up, you know sports,let's say baseball games from
across the Great Lakes.
You know because of the waythat signal worked.
But yeah, I agree, I think.
I think audio as a medium isjust a really intimate way to be
(08:59):
able to connect with somebody.
The thing that we really focuson, though, an icon maker from a
business perspective is, yes,connection is great and
visibility is wonderful, and youneed all the other, all of
those things.
However, if you really want tomake money, if you really want
to earn multiple six figures andespecially in our world, we're
(09:20):
aiming for seven figures andmore to help business owners
reach those echelons and beyond,you have to have a deeper
strategy than that, and that's,I think, what we'll dive into
here.
Speaker 2 (09:31):
Yeah, so let's talk about that.
I mean, it's not all about themoney.
But if you're in business, it'sabout the money.
And if you're going to make apodcast, you know it's fine and
well to do a show just simplybecause you like the topic, but
really there's so many differentways that you could be thinking
(09:51):
about how you can turn thisinto, you know, a revenue
generating part of your business.
So how do you see that, likeI've, I know how I use my
podcast and I see how many otherpeople are doing it and the
standard thing that people thinkthat personally is not what I'm
doing but they're looking at.
(10:11):
Well, I need to grow thisgigantic audience.
And then, once I grow thisgigantic audience which is
sometime way down in the future,then I'm going to be able to
track sponsorship andadvertisers and that kind of
thing.
And that's great If, by someluck of good fortune, you happen
to be the next, you know, joeRogan or somebody with that
level of popularity.
(10:32):
But for the rest of us, youknow, for the most of the small
business entrepreneurs that pathis not the most likely one to
riches.
Speaker 1 (10:43):
No, it is not.
No, it is not.
Speaker 2 (10:47):
So so how do you look at this?
Speaker 1 (10:49):
Okay, well, let's, let's, let's.
You're exactly right, by theway, totally on the right track
with what we believe to be thecase as well.
Most business owners who starta podcast do so because they
believe that the what they'retrying to do is is attract
sponsors and advertisers.
That process you need to havean audience and a large audience
(11:11):
for that to work.
So if you really think aboutyour goals let's say your goal
in your business is to earnseven figures.
We'll use seven figures as theexample here.
The truth is that after, say,two years, three years or four
years of building your audience,you will have only built it up
to a certain point.
In fact, 50% of podcasts havegreater than 30 listeners per
(11:35):
episode.
Only the top 1% of podcastshave greater than about 4500
listens per episode.
Now let's do some math.
There's a thing called the CPMright, the cost per mil.
So an advertiser is going tolook and say, okay, show me
proof of the downloads and thelisteners that you have on your
(11:55):
show, we're willing to pay.
Typically it'll be about, let'ssay, $18 per CPM meeting per
thousand listeners, or maybeabout $25 for a 60 second spot
and about $18 for a 30 secondspot, if you get out your
calculator and you start doingthe math on that.
That is not the path to anysubstantial amount of revenue.
(12:18):
If you're relying on that to bethe main way you do it, can
that be an extra thing?
Sure, it can be an extra fewbucks here and there in the long
run, but that's not whereyou're making the money in the
short term or in the medium term.
It isn't.
It's how are you leveraging yourpodcast to generate business
(12:39):
opportunities for yourself?
And so we know that in business, what is business really?
Business is about relationships.
Business is about relationships.
Who do you know and, moreimportantly, who knows you?
Who do you have access to?
Who has access to you?
How can you buildcollaborations?
How can you build strategicalliances?
(13:00):
How can you build a?
I promote you, you promote me.
Those types of partnerships areall predicated on relationships
.
So our view at ICONMAKER isthat you leverage your podcast
to build high trustrelationships, but not only that
.
It's to also be able to have anoffer that you serve people
(13:24):
with that is of a high ticketnature.
So that is going to be thefastest path for you to reach
seven figures with your podcastis to leverage it to sell your
high ticket offer, and you dothat by continuing to build
relationships and getting theword out that way of who it is
that you serve and the resultsthat you help them achieve.
Speaker 2 (13:46):
Yeah, all right.
So a couple of key elementsthere are.
First of all, have a businessthat has a high ticket service
of some kind or a high ticketproduct that you're charging for
.
That is your core main offer.
That, hopefully, isirresistible.
Speaker 1 (14:06):
It has to be sure, it has to get results, for sure.
Speaker 2 (14:09):
And actually serving a need out there that people
really want.
So, okay, put that in place.
And then now you're using yourpodcast as a way to really build
relationship and build yournetwork of folks who are going
to be the guests on the show,and so when you're talking about
, you know, working with thoserelationships and leveraging
(14:31):
that, are we talking aboutdeveloping a referral program?
Are we talking about doing somekind of collaborative exchange
with these partners?
How does your system functionin terms of what happens?
Now that I've gotten to know,I've done my podcast for a year,
so I've had it once a week andI have 50 new friends.
(14:52):
Now what do we do?
Speaker 1 (14:54):
Right, yeah, it could be any and all of those things.
It could be any definition of apartnership or collaboration
that works to develop a win-winrelationship between you and
that other person.
So the strategy here is reallyto think of your podcast as a
means of being able to open thedoor to relationships that you
(15:17):
would love to forge with peoplewithout having to do it in a
spammy, cold calling type of way.
The truth is, people love totalk about themselves.
So if you invite people to comeon a platform to speak about
something that is near and dearto them, it could be their
business, it could be theirphilanthropic endeavors, it
(15:38):
could be a non-profit, it couldbe any number of things that
they want to go out and talkabout online.
On a podcast, you're much morelikely to get a yes from that
person, even high-level people.
I hear so many times people saywell, my business needs to be
talking like, I need to betalking to more C-suite people,
(16:00):
I need to be talking to moredecision makers and CEOs.
That my offer is I just need tobend the ear of the CEO of
whatever company.
Well, it's very difficult to getthe attention of a CEO by just
sending them a cold message onLinkedIn.
That's not going to work.
But when you can come aroundand you say I have a show, I
(16:21):
have a podcast that talks aboutblank, blank, blank, and maybe
you reach out to their executiveassistants and you pitch the
CEO to come on your show to talkabout something that's
important to them, that can bethe way to bridge that gap, to
be able to say, hey, come on myshow and let's talk about it.
So there's a whole piece and weprobably won't have time to get
(16:44):
into all of the details of howto pitch and etc.
We're going to do more of thatwhen we do our event.
But it's really more about theidea of how are you leveraging
your podcast to open the door ofopportunity with people that
you want to meet?
You have to know who you wantto meet and our view is that you
make a list of the people thatyou want to meet and then you
(17:05):
think through the strategy ofhow you're approaching that.
Speaker 2 (17:09):
Yeah, I really like that.
I mean, I look at this ascoming up with something that is
a real easy yes for people.
Speaker 1 (17:18):
Right.
Speaker 2 (17:18):
You know.
So, whoever it is that you'rewanting to talk to, and this
this is the cool thing like thisis what I love about doing this
show is that I can be hangingout on a platform like LinkedIn
and I can see someone there andI can see, like all these things
about them.
I can see what they're like, Ican see what they stand for, I
can see their entire resume, Ican see a ton of content that
(17:41):
they've created and I reallyknow, okay, this person, this
person's really fascinating tome, and I can also see kind of
what they're up to right now inthe moment.
And if what they're up to rightnow in the moment is something
that I would like to learn moreabout and or just explore with
them together, then I can reachout and and say, hey, I heard
(18:03):
you talk about this thing and Ijust think that's super cool and
this is what I think about it,and I would love to have you on
my show so that we could havethis conversation, and almost no
one is going to say no to that.
This is the beauty of it.
Speaker 1 (18:17):
I know it's interesting.
I think this would be a goodexample if we just used our own
example here on the stand-upbusiness show.
Speaker 2 (18:25):
Right, exactly.
Speaker 1 (18:27):
So how am I here with you right now?
I'm here with you right nowbecause I was on Jackson Colombs
show right on Vision Pros, andhe said hey, what did he do?
He said, hey, you should learnabout this other platform and
his Brad's platform and youshould connect.
And we did, and we had a quickchat and then here I am and now,
likely after this conversationthat we have, long after the
(18:50):
show is done, we'll probablystay connected.
Why?
Because now we know each other,we've had conversation, we've
had multiple touch points.
I might make an introduction toyou of someone.
It's like hey, you know what Iknow, somebody who'd be great
for your show and make thatintroduction to you.
So what is that doing?
It's creating goodwill.
It's creating goodwill amongstJackson and me and you and the
(19:12):
future people that I'llintroduce you to.
It's about networking and it'sabout being of service to other
people, and that's the beginning.
Well, that's the platformapproach of it.
We have a three P's that wetypically talk about, but that's
a real life example of how thisworks, and I'm not really
concerned with how manydownloads you have on this show.
(19:33):
Okay, the truth is I'm not.
I'm not concerned about that.
What I wanna do is I lovegetting to know you and I'm
interested in what it is you doand the types of things that
you're working on and how you'retrying to make the world a
better place, and then I'm gonnalook for ways that I can
contribute to that, whether itbe coming to speak on mine or
(19:53):
introduce you to somebody, andthat's really how business
development works.
Speaker 2 (19:58):
Yeah, I totally agree .
I mean, this is the thing itreally is all about the
relationship building.
That's the main activity thatseems to happen quite naturally,
and I think, from the podcasthost perspective, one of the
things that I really try to dointentionally is to give sort of
the best kind of experience forthe guests that I can.
(20:21):
And I'm doing all these thingslike it's really about being
generous as the host, almostlike you're inviting somebody
over for a dinner party and youtreat them really well when they
show up, and this is the kindof I mean in my case, I have a
very regular thing that I dowith every guest, which is my
(20:42):
way of serving them and servingtheir platform and their
visibility and their ideas to beshared with the people who I am
connected with in my audience.
So, for example, like you and Iexperienced every guest we get
on for a pre-show conversation,where I'm looking at it mainly
(21:04):
to break the ice, but also tofigure out, well, what do we
really want to talk about?
Because we could talk about anynumber of things.
So let's focus on a thing forus to do together, and that
always makes for a much betterepisode and a much better
experience during the episodebecause we've already had an
engagement ahead of time, and sonow we do feel like, okay,
(21:26):
we're not total strangers nowwe're a little bit of a familiar
face.
Speaker 1 (21:29):
And I do the same thing and recommend the same
thing.
Why?
Because you're fortifying thatrelationship.
So, to use the dating analogy,right, we went on our first date
and now we're going on oursecond date and at the end of
this conversation we'll probablyin the green room after decide
are we going on another date?
Do we like each other enough?
Like, are we to use the datinganalogy?
(21:50):
But that's really what it is.
It's a relationship buildingapproach to using and leveraging
podcasts.
But coming back to the moneypiece, the seven figures.
So this is how I see it.
If you are you're workingtoward a six figure strategy,
then that's a guesting strategy,like when you are.
If you're just going to be aguest on other people's podcasts
(22:12):
and you have a high ticketoffer, again, we believe, we
don't really believe in theascension model, we believe in
the dissension model, right?
So have a high ticket offer.
If that's properly in place, youcan earn six figures by being a
guest on other people'spodcasts.
But if you want to reach sevenfigures, you have to give
consideration to not onlyguesting but also hosting your
(22:33):
own show, because now that's amedium that you control and that
you can with our strategy, youcan be very deliberate about the
people that you would invite tobe guests on the podcast,
because they'll lead you toeither platforms, partnerships
or patrons, and we call it threeP's and we go into detail on
(22:54):
that in our event.
But it's more about thatstrategy of who is it that you
want to have on your show sothat it can be highly likely to
lead to one of those three paths.
That's the seven figureapproach.
Speaker 2 (23:07):
Yeah.
Speaker 1 (23:08):
In both situations, we believe having a high ticket
offer is the foundation of whatyou need in order to execute
this particular strategy,whether as a guest or as a host.
Speaker 2 (23:19):
Yeah, I like that.
I like the three P's model.
Let's see if I can rememberwhat they were the patron, the
partner and the platformPlatform.
All right, of course, yes.
So looking for people withanother platform, that where you
can share your thing there, andI think for me that one alone
is one of the most natural waysto engage any collaboration.
(23:45):
I mean, one of the things thatI'm starting to do now is going
back with guests who've been onand saying, look, I'd like to
bring you and this other personand this third person on, and I
want to have a panel and we'reall going to talk about this one
topic together and then we'llall like it's like a little mini
summit, so it's like we'll geton.
We'll only talk for half anhour, so it's no big lift for
(24:08):
anyone, but because it'll be alive stream and because then
it'll be a podcast, it'll makefor great content and all of us,
all four of us can promote ittogether and so we all benefit
by being on each other'splatform and it's just a great
way to look at collaborating interms of that kind of
partnership.
Speaker 1 (24:27):
Yeah, yeah, and we believe in summits as well, but
that's one of the elements ofour seven figure podcast or
program and some other elementsas well.
There are some things that needto be in place and they all
need to be working in asystematized way in order for
this to really help someone toearn seven figures in two years
or less guaranteed, which is howwe structure our program.
So, summits workshop.
(24:49):
You know other different thingsthat you need to have in place.
We happen to be talking mostlyhere about two of them, which is
the podcasting strategy untoitself and the high ticket offer
.
The high ticket offer issomething that you need, in our
view.
You need that just in business,regardless of what else is
happening.
Have a high ticket offerBecause if you really just think
(25:11):
about the math and most peoplewould say you want to have a
seven figure business or beyondIf you are playing the ascension
model game, you know the I havea seven dollar trip wire and
then I'm going to move them upinto a twenty five dollar OTO
and you know all these differentfunnel type activities that we
hear so much about.
Very few people have successwith that type of model, despite
(25:33):
what you'd hear, and so it'sreally more about.
I would prefer to see peopleput people to have true impact
into actually truetransformation through their
programs.
Charge what it's worth, havethere be a true return on
investment for your clients inthat model and be able to help
people actually havetransformation.
(25:55):
Yeah you know when you, when youcrunch the numbers on that.
Let's say you have a twentyfive thousand dollar offer.
Okay, how many people do youneed to serve to make a million
dollars?
Forty right four thousand notfour million, right forty, right
.
So now you marry that with thepodcasting strategy and now the
(26:19):
sudden you go wait a minute, oh,I can actually see a path here.
I can actually see a path.
Speaker 2 (26:26):
Yeah, I like that.
Okay, so you've been hintingabout this event that's coming
and so I don't want to let thatgo.
Let's just talk a little bitabout, like, go ahead and blow
your own horn about there's anevent coming and people who are
actually really wanting to takea longer, really detailed
experience around Okay, I'm upfor it.
(26:47):
I want, I want to do this.
I want to go to this eventwhere I can really get on the
ground with getting ready to dothis seven figure program.
Sure, tell us all about theevent.
Speaker 1 (26:58):
Sure, it's called icon maker live.
Icon maker livecom is where youcan go to learn more about it,
and it's a three day immersiveexperience where we teach the
whole model.
We teach the whole model andhow you earn seven figures with
the podcast through the lens ofhow do you become an icon in
your industry, how do you scaleyour business, you know, how do
(27:19):
you really reach your fullpotential as a business coach, a
consultant or an entrepreneur.
So we're going to break thatwhole thing down.
So, if you are watching thislive and the dates are August
30th through September 1st 2023.
Do check it out.
Icon maker livecom.
If you use the code Cheryl s HE R Y L, you will get a nice
(27:41):
surprise, but do so because we'dlove to see you there.
And then our plan for thoselistening in the future our plan
is to continue to do this event, maybe a couple of times per
year, you know, in 2024 andbeyond, but we're really
committed to helping businesscoaches, consultants and
entrepreneurs to truly build thebusiness of their dreams.
(28:03):
You know, that's really whatthis is all about, where we
believe in being able to do goodand make money at the same time
and being able to actually havea life instead of being so
mired and in the weedsoperationally of your business,
where it doesn't become funanymore.
And we also believe in helpingpeople build true wealth so that
they can have an impactphilanthropically in the future
(28:26):
as well.
So the doing good and makingmoney piece is very important to
us.
So, icon maker livecom, you canlearn more about the event and
we'd love to see you there.
Speaker 2 (28:36):
That's great, all right, so I'll definitely make
sure that the links that youjust mentioned are in the show
notes for all the folks, and Iknow we've just kind of
scratched the surface on howthis all works.
But if there is one more thingthat you would like to share as
a by way of inspiring people toyou know, up their podcast
hosting game, what would that be?
Speaker 1 (28:59):
It's focus less on the audience building and focus
more on the impact and theconnections and the networking
of your network really thebuilding of your network, I
should say.
So, audience, you know, whenyou're a guest on podcasts,
that's wonderful for your brandawareness and for helping you to
(29:22):
eloquently speak about yourtopic of expertise and to build
some visibility.
And you know brand building,that sort of thing, personal
branding especially that'swonderful.
You should do those things, youshould continue.
You should have a strategy forspeaking on other people's shows
and platforms, all stages.
But if you really want to bemaking money, you have to think
about stepping into the role ofhost and it doesn't have to be a
(29:45):
complicated, arduous, laboriousthing, right, it can be done in
a very eloquent way.
So our elegant way so it'sdefinitely the thing that I
would leave your audience withthinking about is if you're
focused right now on I got toget advertisers, I have to get
sponsors and I'm going to reachsix figures and multiple six
figures and seven figures.
(30:05):
That way, that will be a long,long path.
There's a better way.
Speaker 2 (30:10):
Right, all right.
So I'll say, just by way ofinspiring people, if you're
thinking about doing a podcastor if you're already doing one
podcasting has been one of themost fun and rewarding things
that I've done with my businessEver in the last two years, and
I'm really glad that I startedthat.
I just said, okay, I'm doingthis now and and every, and it's
(30:30):
been getting better and morefun the longer it keeps going on
.
So, cheryl, thank you so muchfor coming on today.
This is a great conversation.
We'll definitely point peoplein the direction of icon makers
live.
This has been great.
Speaker 1 (30:44):
Thank you, brad.
Yeah, we really, reallyappreciate the ability to come
on your show and the opportunityto be able to be on the stand
up business show and share this,because it's important to us to
help business owners to reallyhave a clear path to their seven
figures, and we think that thepodcasting in our method is the
way to do it.
Speaker 2 (31:07):
And for those of you who are listening here right at
the end, I just want to remindyou that if you want to go and
get all of the archive of thisshow, just go to stand out
business dot show and it's allthere, all the audio, all the
video show notes, thedescriptions, the links to cool
stuff, and you can binge to yourheart's content.
(31:29):
We go live every Thursday 11amEastern time, and until the next
time, so long.
Business is about relationships.
Who do you know and, moreimportantly, who knows you?
Who do you have access to?
Who has access to you?
How can you buildcollaborations?
How can you build strategicalliances?
You know those types ofpartnerships are all predicated
on relationships.
So our view is that youleverage your podcast to build
(00:25):
high trust relationships.
But not only that.
It's to also be able to have anoffer that you serve people
with that is of a high ticketnature.
That is going to be the fastestpath for you to reach seven
figures with your podcast is toleverage it to sell your high
ticket offer.
Speaker 2 (00:47):
Welcome to the standout business show, where
it's all about making a biggerdifference by doing business
differently, and not justbuilding a standout brand, but
making your brand binge worthy.
And today we're really going tolean into the binge worthy side
of things, because we'retalking all about podcasting and
(01:11):
, in fact, how you can launchand grow a seven figure, seven
figure podcast.
So it seems like podcasting ishaving a moment.
I mean, after all, right nowthere's something like a hundred
and seventy seven millionpodcast listeners out there.
So, with all these people whoare tuning into their favorite
(01:35):
podcast, or maybe their favoritesix or seven podcasts, week
after week, this is anopportunity for you to share
your expertise and have thesedeeper, much more meaningful
engagements with the targetaudience that you would be like
to serve.
Then the question becomes canyou actually make any money
(01:56):
doing this?
Can a podcast provide authorityplatform that actually will
draw people to you and will drawyour ideal clients to you?
Well, this week's guest, cherylPloof.
She has made it her mission tohelp coaches, consultants and
entrepreneurs scale theirbusiness with profitable
(02:19):
podcasts, and she has this sevenfigure podcaster program, which
is what we're going to take adeep dive into today.
So imagine that you too couldbecome a seven figure podcaster.
Stay tuned, and with that let'sstart the show.
Hey, cheryl, welcome to theshow.
Speaker 1 (02:41):
I'm just grooving.
I like that music.
Hi, brad, nice to see you.
Speaker 2 (02:45):
Yeah, it's catchy, it's catchy, All right.
So to start us off, as we'retalking about podcasting like in
your world, why are youthinking that podcasting is like
the thing right now?
Speaker 1 (03:01):
Well, you know, the truth is podcasting has been the
thing for some time becauseit's already popular.
It was already popular beforethe pandemic.
But, really, I think whathappened was during the pandemic
, social audio really had itsmoment, as you say, and as a
result of that we saw, forexample, we saw everyone
clamoring to clubhouse andthat's why clubhouse's valuation
(03:21):
climbed to.
I can't remember what it was,it was like a billion or four
billion some crazy amount in avery short period of time,
because the whole world wasfiguring out a way that they
could still stay connected andstill do business.
And social audio really tookoff and I think podcasting,
while already popular also, youknow, was able to benefit from
(03:43):
that and continues to benefitfrom that.
We still see a lot of peoplecontinuing to listen to podcast.
I mean, I think in the US, theaverage American listens to six
to seven hours of podcasts perweek you know so and the reaches
continuing to grow year overyear.
We see more and more podcastscoming online year over year.
(04:03):
It's a very popular mediumbecause it is intimate.
People love podcasts.
They'd like to be able to taketheir podcasts with them and be
able to go on a walk, on a run,do laundry, run errands, listen
in the car, and it's also alonger format modality that
allows people to truly dive intoa topic and to learn something
(04:24):
valuable that's going to helpthem in their in their life.
Now we happen to specificallyfocus more on the business side
of it, but we're really excitedabout what podcasting can bring
and the future of podcasting thepresent and the future of
podcasting.
Speaker 2 (04:38):
Yeah, I really think, just to underline this thing of
being able to be have a moreintimate dialogue with the
people that you're talking to, Imean, the experience of a
podcast is that you, as alistener, have this person you
know literally in your head.
Speaker 1 (04:58):
Literally yes, and it's a singular experience.
Speaker 2 (05:01):
It's not like you're hanging out with all your
friends while you're listeningto a podcast.
It's, you know, and you can doit passively, like you can do
when you're driving, you can doit while you're doing your
laundry, you can do it whileyou're walking your dog, and all
of that lens for being able togo deeper with a particular
topic or something that you'rereally passionate about and have
(05:22):
this time where, well, I can dothis while I'm doing the other
things that I need to do andstill consume it, which is so
different than what kind ofseems to like would been forced
on us with social media.
Like in order to do socialmedia, you have to, you know, go
to like.
It could be on your phone, butstill you had to pay attention.
Or on YouTube, I have to watch,you know, I have to sit there
(05:45):
and watch the video and it'svery demanding of your singular
attention.
You can't do other things whileyou're doing it.
Speaker 1 (05:53):
Yeah, and I think you're right.
And I think it's also theability to, like I said, dive
deep into a topic and to reallyexplore something.
I love listening to podcasts.
I also love listening to audiobooks for the very same reason.
I love that format of beingable to feed my brain with
information, insight,experiences, stories from other
(06:17):
people that can really help toenhance what it is that I'm
working on.
And you know, sometimes I'lllisten to a podcast where the
topic is so deep that it'salmost bringing me to tears.
You know it elicits a lot ofemotion, depending on what the
topic of that particular podcastis.
So I'm excited for podcasting,I love it and, by the way, Brad,
(06:39):
I'm a proponent of both videoand audio.
So when we're talking aboutpodcasting, I speak to it from
the perspective of both of thosemediums to do video and audio
as well.
Speaker 2 (06:50):
Yeah right, me too.
I mean, I'm all about video andyet here we are doing a podcast
.
This is my podcast, you know.
So I'm about both for sure.
I think I think both areequally important.
I think that video is reallygreat because it literally puts
a face to your name and peoplecan instantly see your
(07:12):
personality and who you are andhow you sit and all these things
that we need as social cueswhen we're just getting to know
anyone.
However, podcasting is so greatjust simply because I know for
myself that I'm a big radiolistener from way back.
I remember when I was reallyyoung being given this really
(07:33):
old fashioned like wooden radiothat was.
You know, it was like this bigsat on the floor and had two
knobs, you know I had that onoff volume switch and it had the
channel dial and you could, andI just was fascinated by
because they had big roundscreen which was really just the
dial and and it would light upand glow, and so it was like
(07:56):
this little nightlight almost,and I remember even like late at
night turning it on and justseem.
You know what could I listen toand back.
You know, when I was I don'tknow, this is really young, like
maybe four and five, I couldpull in radio shows that were
like stories, like the LoneRanger and things like that were
actually on radio, and whenyou're hearing that kind of
(08:18):
content your mind is more active.
Yeah because you're only in allthe imagery for yourself around
what's being said and whatpeople look like and where they
are in the setting and all thiskind of stuff, and so in many
ways the listening as a mediumis much more creative than than
the other kinds of mediums thatwe see.
Speaker 1 (08:38):
I agree.
My husband often talks aboutthe old days.
You know a radio where he wouldlisten to a transistor radio in
his bedroom.
But pick up, you know sports,let's say baseball games from
across the Great Lakes.
You know because of the waythat signal worked.
But yeah, I agree, I think.
I think audio as a medium isjust a really intimate way to be
(08:59):
able to connect with somebody.
The thing that we really focuson, though, an icon maker from a
business perspective is, yes,connection is great and
visibility is wonderful, and youneed all the other, all of
those things.
However, if you really want tomake money, if you really want
to earn multiple six figures andespecially in our world, we're
(09:20):
aiming for seven figures andmore to help business owners
reach those echelons and beyond,you have to have a deeper
strategy than that, and that's,I think, what we'll dive into
here.
Speaker 2 (09:31):
Yeah, so let's talk about that.
I mean, it's not all about themoney.
But if you're in business, it'sabout the money.
And if you're going to make apodcast, you know it's fine and
well to do a show just simplybecause you like the topic, but
really there's so many differentways that you could be thinking
(09:51):
about how you can turn thisinto, you know, a revenue
generating part of your business.
So how do you see that, likeI've, I know how I use my
podcast and I see how many otherpeople are doing it and the
standard thing that people thinkthat personally is not what I'm
doing but they're looking at.
(10:11):
Well, I need to grow thisgigantic audience.
And then, once I grow thisgigantic audience which is
sometime way down in the future,then I'm going to be able to
track sponsorship andadvertisers and that kind of
thing.
And that's great If, by someluck of good fortune, you happen
to be the next, you know, joeRogan or somebody with that
level of popularity.
(10:32):
But for the rest of us, youknow, for the most of the small
business entrepreneurs that pathis not the most likely one to
riches.
Speaker 1 (10:43):
No, it is not.
No, it is not.
Speaker 2 (10:47):
So so how do you look at this?
Speaker 1 (10:49):
Okay, well, let's, let's, let's.
You're exactly right, by theway, totally on the right track
with what we believe to be thecase as well.
Most business owners who starta podcast do so because they
believe that the what they'retrying to do is is attract
sponsors and advertisers.
That process you need to havean audience and a large audience
(11:11):
for that to work.
So if you really think aboutyour goals let's say your goal
in your business is to earnseven figures.
We'll use seven figures as theexample here.
The truth is that after, say,two years, three years or four
years of building your audience,you will have only built it up
to a certain point.
In fact, 50% of podcasts havegreater than 30 listeners per
(11:35):
episode.
Only the top 1% of podcastshave greater than about 4500
listens per episode.
Now let's do some math.
There's a thing called the CPMright, the cost per mil.
So an advertiser is going tolook and say, okay, show me
proof of the downloads and thelisteners that you have on your
(11:55):
show, we're willing to pay.
Typically it'll be about, let'ssay, $18 per CPM meeting per
thousand listeners, or maybeabout $25 for a 60 second spot
and about $18 for a 30 secondspot, if you get out your
calculator and you start doingthe math on that.
That is not the path to anysubstantial amount of revenue.
(12:18):
If you're relying on that to bethe main way you do it, can
that be an extra thing?
Sure, it can be an extra fewbucks here and there in the long
run, but that's not whereyou're making the money in the
short term or in the medium term.
It isn't.
It's how are you leveraging yourpodcast to generate business
(12:39):
opportunities for yourself?
And so we know that in business, what is business really?
Business is about relationships.
Business is about relationships.
Who do you know and, moreimportantly, who knows you?
Who do you have access to?
Who has access to you?
How can you buildcollaborations?
How can you build strategicalliances?
(13:00):
How can you build a?
I promote you, you promote me.
Those types of partnerships areall predicated on relationships
.
So our view at ICONMAKER isthat you leverage your podcast
to build high trustrelationships, but not only that
.
It's to also be able to have anoffer that you serve people
(13:24):
with that is of a high ticketnature.
So that is going to be thefastest path for you to reach
seven figures with your podcastis to leverage it to sell your
high ticket offer, and you dothat by continuing to build
relationships and getting theword out that way of who it is
that you serve and the resultsthat you help them achieve.
Speaker 2 (13:46):
Yeah, all right.
So a couple of key elementsthere are.
First of all, have a businessthat has a high ticket service
of some kind or a high ticketproduct that you're charging for
.
That is your core main offer.
That, hopefully, isirresistible.
Speaker 1 (14:06):
It has to be sure, it has to get results, for sure.
Speaker 2 (14:09):
And actually serving a need out there that people
really want.
So, okay, put that in place.
And then now you're using yourpodcast as a way to really build
relationship and build yournetwork of folks who are going
to be the guests on the show,and so when you're talking about
, you know, working with thoserelationships and leveraging
(14:31):
that, are we talking aboutdeveloping a referral program?
Are we talking about doing somekind of collaborative exchange
with these partners?
How does your system functionin terms of what happens?
Now that I've gotten to know,I've done my podcast for a year,
so I've had it once a week andI have 50 new friends.
(14:52):
Now what do we do?
Speaker 1 (14:54):
Right, yeah, it could be any and all of those things.
It could be any definition of apartnership or collaboration
that works to develop a win-winrelationship between you and
that other person.
So the strategy here is reallyto think of your podcast as a
means of being able to open thedoor to relationships that you
(15:17):
would love to forge with peoplewithout having to do it in a
spammy, cold calling type of way.
The truth is, people love totalk about themselves.
So if you invite people to comeon a platform to speak about
something that is near and dearto them, it could be their
business, it could be theirphilanthropic endeavors, it
(15:38):
could be a non-profit, it couldbe any number of things that
they want to go out and talkabout online.
On a podcast, you're much morelikely to get a yes from that
person, even high-level people.
I hear so many times people saywell, my business needs to be
talking like, I need to betalking to more C-suite people,
(16:00):
I need to be talking to moredecision makers and CEOs.
That my offer is I just need tobend the ear of the CEO of
whatever company.
Well, it's very difficult to getthe attention of a CEO by just
sending them a cold message onLinkedIn.
That's not going to work.
But when you can come aroundand you say I have a show, I
(16:21):
have a podcast that talks aboutblank, blank, blank, and maybe
you reach out to their executiveassistants and you pitch the
CEO to come on your show to talkabout something that's
important to them, that can bethe way to bridge that gap, to
be able to say, hey, come on myshow and let's talk about it.
So there's a whole piece and weprobably won't have time to get
(16:44):
into all of the details of howto pitch and etc.
We're going to do more of thatwhen we do our event.
But it's really more about theidea of how are you leveraging
your podcast to open the door ofopportunity with people that
you want to meet?
You have to know who you wantto meet and our view is that you
make a list of the people thatyou want to meet and then you
(17:05):
think through the strategy ofhow you're approaching that.
Speaker 2 (17:09):
Yeah, I really like that.
I mean, I look at this ascoming up with something that is
a real easy yes for people.
Speaker 1 (17:18):
Right.
Speaker 2 (17:18):
You know.
So, whoever it is that you'rewanting to talk to, and this
this is the cool thing like thisis what I love about doing this
show is that I can be hangingout on a platform like LinkedIn
and I can see someone there andI can see, like all these things
about them.
I can see what they're like, Ican see what they stand for, I
can see their entire resume, Ican see a ton of content that
(17:41):
they've created and I reallyknow, okay, this person, this
person's really fascinating tome, and I can also see kind of
what they're up to right now inthe moment.
And if what they're up to rightnow in the moment is something
that I would like to learn moreabout and or just explore with
them together, then I can reachout and and say, hey, I heard
(18:03):
you talk about this thing and Ijust think that's super cool and
this is what I think about it,and I would love to have you on
my show so that we could havethis conversation, and almost no
one is going to say no to that.
This is the beauty of it.
Speaker 1 (18:17):
I know it's interesting.
I think this would be a goodexample if we just used our own
example here on the stand-upbusiness show.
Speaker 2 (18:25):
Right, exactly.
Speaker 1 (18:27):
So how am I here with you right now?
I'm here with you right nowbecause I was on Jackson Colombs
show right on Vision Pros, andhe said hey, what did he do?
He said, hey, you should learnabout this other platform and
his Brad's platform and youshould connect.
And we did, and we had a quickchat and then here I am and now,
likely after this conversationthat we have, long after the
(18:50):
show is done, we'll probablystay connected.
Why?
Because now we know each other,we've had conversation, we've
had multiple touch points.
I might make an introduction toyou of someone.
It's like hey, you know what Iknow, somebody who'd be great
for your show and make thatintroduction to you.
So what is that doing?
It's creating goodwill.
It's creating goodwill amongstJackson and me and you and the
(19:12):
future people that I'llintroduce you to.
It's about networking and it'sabout being of service to other
people, and that's the beginning.
Well, that's the platformapproach of it.
We have a three P's that wetypically talk about, but that's
a real life example of how thisworks, and I'm not really
concerned with how manydownloads you have on this show.
(19:33):
Okay, the truth is I'm not.
I'm not concerned about that.
What I wanna do is I lovegetting to know you and I'm
interested in what it is you doand the types of things that
you're working on and how you'retrying to make the world a
better place, and then I'm gonnalook for ways that I can
contribute to that, whether itbe coming to speak on mine or
(19:53):
introduce you to somebody, andthat's really how business
development works.
Speaker 2 (19:58):
Yeah, I totally agree .
I mean, this is the thing itreally is all about the
relationship building.
That's the main activity thatseems to happen quite naturally,
and I think, from the podcasthost perspective, one of the
things that I really try to dointentionally is to give sort of
the best kind of experience forthe guests that I can.
(20:21):
And I'm doing all these thingslike it's really about being
generous as the host, almostlike you're inviting somebody
over for a dinner party and youtreat them really well when they
show up, and this is the kindof I mean in my case, I have a
very regular thing that I dowith every guest, which is my
(20:42):
way of serving them and servingtheir platform and their
visibility and their ideas to beshared with the people who I am
connected with in my audience.
So, for example, like you and Iexperienced every guest we get
on for a pre-show conversation,where I'm looking at it mainly
(21:04):
to break the ice, but also tofigure out, well, what do we
really want to talk about?
Because we could talk about anynumber of things.
So let's focus on a thing forus to do together, and that
always makes for a much betterepisode and a much better
experience during the episodebecause we've already had an
engagement ahead of time, and sonow we do feel like, okay,
(21:26):
we're not total strangers nowwe're a little bit of a familiar
face.
Speaker 1 (21:29):
And I do the same thing and recommend the same
thing.
Why?
Because you're fortifying thatrelationship.
So, to use the dating analogy,right, we went on our first date
and now we're going on oursecond date and at the end of
this conversation we'll probablyin the green room after decide
are we going on another date?
Do we like each other enough?
Like, are we to use the datinganalogy?
(21:50):
But that's really what it is.
It's a relationship buildingapproach to using and leveraging
podcasts.
But coming back to the moneypiece, the seven figures.
So this is how I see it.
If you are you're workingtoward a six figure strategy,
then that's a guesting strategy,like when you are.
If you're just going to be aguest on other people's podcasts
(22:12):
and you have a high ticketoffer, again, we believe, we
don't really believe in theascension model, we believe in
the dissension model, right?
So have a high ticket offer.
If that's properly in place, youcan earn six figures by being a
guest on other people'spodcasts.
But if you want to reach sevenfigures, you have to give
consideration to not onlyguesting but also hosting your
(22:33):
own show, because now that's amedium that you control and that
you can with our strategy, youcan be very deliberate about the
people that you would invite tobe guests on the podcast,
because they'll lead you toeither platforms, partnerships
or patrons, and we call it threeP's and we go into detail on
(22:54):
that in our event.
But it's more about thatstrategy of who is it that you
want to have on your show sothat it can be highly likely to
lead to one of those three paths.
That's the seven figureapproach.
Speaker 2 (23:07):
Yeah.
Speaker 1 (23:08):
In both situations, we believe having a high ticket
offer is the foundation of whatyou need in order to execute
this particular strategy,whether as a guest or as a host.
Speaker 2 (23:19):
Yeah, I like that.
I like the three P's model.
Let's see if I can rememberwhat they were the patron, the
partner and the platformPlatform.
All right, of course, yes.
So looking for people withanother platform, that where you
can share your thing there, andI think for me that one alone
is one of the most natural waysto engage any collaboration.
(23:45):
I mean, one of the things thatI'm starting to do now is going
back with guests who've been onand saying, look, I'd like to
bring you and this other personand this third person on, and I
want to have a panel and we'reall going to talk about this one
topic together and then we'llall like it's like a little mini
summit, so it's like we'll geton.
We'll only talk for half anhour, so it's no big lift for
(24:08):
anyone, but because it'll be alive stream and because then
it'll be a podcast, it'll makefor great content and all of us,
all four of us can promote ittogether and so we all benefit
by being on each other'splatform and it's just a great
way to look at collaborating interms of that kind of
partnership.
Speaker 1 (24:27):
Yeah, yeah, and we believe in summits as well, but
that's one of the elements ofour seven figure podcast or
program and some other elementsas well.
There are some things that needto be in place and they all
need to be working in asystematized way in order for
this to really help someone toearn seven figures in two years
or less guaranteed, which is howwe structure our program.
So, summits workshop.
(24:49):
You know other different thingsthat you need to have in place.
We happen to be talking mostlyhere about two of them, which is
the podcasting strategy untoitself and the high ticket offer
.
The high ticket offer issomething that you need, in our
view.
You need that just in business,regardless of what else is
happening.
Have a high ticket offerBecause if you really just think
(25:11):
about the math and most peoplewould say you want to have a
seven figure business or beyondIf you are playing the ascension
model game, you know the I havea seven dollar trip wire and
then I'm going to move them upinto a twenty five dollar OTO
and you know all these differentfunnel type activities that we
hear so much about.
Very few people have successwith that type of model, despite
(25:33):
what you'd hear, and so it'sreally more about.
I would prefer to see peopleput people to have true impact
into actually truetransformation through their
programs.
Charge what it's worth, havethere be a true return on
investment for your clients inthat model and be able to help
people actually havetransformation.
(25:55):
Yeah you know when you, when youcrunch the numbers on that.
Let's say you have a twentyfive thousand dollar offer.
Okay, how many people do youneed to serve to make a million
dollars?
Forty right four thousand notfour million, right forty, right
.
So now you marry that with thepodcasting strategy and now the
(26:19):
sudden you go wait a minute, oh,I can actually see a path here.
I can actually see a path.
Speaker 2 (26:26):
Yeah, I like that.
Okay, so you've been hintingabout this event that's coming
and so I don't want to let thatgo.
Let's just talk a little bitabout, like, go ahead and blow
your own horn about there's anevent coming and people who are
actually really wanting to takea longer, really detailed
experience around Okay, I'm upfor it.
(26:47):
I want, I want to do this.
I want to go to this eventwhere I can really get on the
ground with getting ready to dothis seven figure program.
Sure, tell us all about theevent.
Speaker 1 (26:58):
Sure, it's called icon maker live.
Icon maker livecom is where youcan go to learn more about it,
and it's a three day immersiveexperience where we teach the
whole model.
We teach the whole model andhow you earn seven figures with
the podcast through the lens ofhow do you become an icon in
your industry, how do you scaleyour business, you know, how do
(27:19):
you really reach your fullpotential as a business coach, a
consultant or an entrepreneur.
So we're going to break thatwhole thing down.
So, if you are watching thislive and the dates are August
30th through September 1st 2023.
Do check it out.
Icon maker livecom.
If you use the code Cheryl s HE R Y L, you will get a nice
(27:41):
surprise, but do so because we'dlove to see you there.
And then our plan for thoselistening in the future our plan
is to continue to do this event, maybe a couple of times per
year, you know, in 2024 andbeyond, but we're really
committed to helping businesscoaches, consultants and
entrepreneurs to truly build thebusiness of their dreams.
(28:03):
You know, that's really whatthis is all about, where we
believe in being able to do goodand make money at the same time
and being able to actually havea life instead of being so
mired and in the weedsoperationally of your business,
where it doesn't become funanymore.
And we also believe in helpingpeople build true wealth so that
they can have an impactphilanthropically in the future
(28:26):
as well.
So the doing good and makingmoney piece is very important to
us.
So, icon maker livecom, you canlearn more about the event and
we'd love to see you there.
Speaker 2 (28:36):
That's great, all right, so I'll definitely make
sure that the links that youjust mentioned are in the show
notes for all the folks, and Iknow we've just kind of
scratched the surface on howthis all works.
But if there is one more thingthat you would like to share as
a by way of inspiring people toyou know, up their podcast
hosting game, what would that be?
Speaker 1 (28:59):
It's focus less on the audience building and focus
more on the impact and theconnections and the networking
of your network really thebuilding of your network, I
should say.
So, audience, you know, whenyou're a guest on podcasts,
that's wonderful for your brandawareness and for helping you to
(29:22):
eloquently speak about yourtopic of expertise and to build
some visibility.
And you know brand building,that sort of thing, personal
branding especially that'swonderful.
You should do those things, youshould continue.
You should have a strategy forspeaking on other people's shows
and platforms, all stages.
But if you really want to bemaking money, you have to think
about stepping into the role ofhost and it doesn't have to be a
(29:45):
complicated, arduous, laboriousthing, right, it can be done in
a very eloquent way.
So our elegant way so it'sdefinitely the thing that I
would leave your audience withthinking about is if you're
focused right now on I got toget advertisers, I have to get
sponsors and I'm going to reachsix figures and multiple six
figures and seven figures.
(30:05):
That way, that will be a long,long path.
There's a better way.
Speaker 2 (30:10):
Right, all right.
So I'll say, just by way ofinspiring people, if you're
thinking about doing a podcastor if you're already doing one
podcasting has been one of themost fun and rewarding things
that I've done with my businessEver in the last two years, and
I'm really glad that I startedthat.
I just said, okay, I'm doingthis now and and every, and it's
(30:30):
been getting better and morefun the longer it keeps going on
.
So, cheryl, thank you so muchfor coming on today.
This is a great conversation.
We'll definitely point peoplein the direction of icon makers
live.
This has been great.
Speaker 1 (30:44):
Thank you, brad.
Yeah, we really, reallyappreciate the ability to come
on your show and the opportunityto be able to be on the stand
up business show and share this,because it's important to us to
help business owners to reallyhave a clear path to their seven
figures, and we think that thepodcasting in our method is the
way to do it.
Speaker 2 (31:07):
And for those of you who are listening here right at
the end, I just want to remindyou that if you want to go and
get all of the archive of thisshow, just go to stand out
business dot show and it's allthere, all the audio, all the
video show notes, thedescriptions, the links to cool
stuff, and you can binge to yourheart's content.
(31:29):
We go live every Thursday 11amEastern time, and until the next
time, so long.
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