Kimberly Spencer shares Why Podcast Guesting is the Ultimate Tool for Business Success

GGGR with Kimberly Spencer – Final
Fri, Aug 09, 2024 7:07AM 50:15
SUMMARY KEYWORDS
podcast, people, podcaster, business, kimberly, karen, guest, clients, book, call, audience, interview,
host, listening, relationship, build, agency, episode, creating, love
SPEAKERS
Karen Yankovich
Karen,
hello, hello, and welcome to the good girls get rich podcast. I’m your host, Karen Yankovic, and I’m so
excited about this week’s show. You know how big a deal I think it is when you’re in some kind of
transition in your life and your business, and you’re feeling a little bit of imposter syndrome, you’re
feeling a little bit like a newbie, even though you probably have 20 years of expertise in what it is that
you’re doing as you move into your next chapter. And I think publicity and PR is the answer to the
credibility that you’re seeking. Well, one of the ways that we teach that in our she’s linked up
accelerator programs, is by creating a system to use LinkedIn to help you build relationships with
podcast hosts so that you can get you know confusion on more podcasts, and it’s a way to get in front
of their audiences. And what it’s what makes your marketing magnetic, right? Because if they’ve
invited you on their show, then you you know, you get that. You get to borrow the credibility of the
host a little bit. So Kimberly Spencer, who’s our guest for this week, is an expert at this, and she’s
created a whole business around this. So I have a lot of questions for her, and I hope I know that this
is going to bring you tons and tons of value. So I’m gonna bring Kimberly on, and then I’ll tell you a
little bit more about her. Hey, so happy to have you here.
So honored to be here. Well, let
me, let me, kind of just read your bio. And you know, tip number one from somebody that really
knows what they’re doing with podcasts, she sent me this, like, three sentence bio. I’m like, she
knows her stuff. Kimberly Spencer is an award winning high performance, trauma informed Coach
and Trainer Amazon Best Selling Author, TEDx speaker and the founder of Crown yourself.com and
the CEO of communications Queens helping visionary leaders transform their self, limiting stories
build their empire, stand out fearlessly and create a body business and a life that rules. I love that so
much. I love that so much. So thanks for doing this. Thanks for doing this. Oh
my gosh, of course, it’s my pleasure, and I have to practice what I preach. So, yeah, right. Integrity so
my gosh, of course, it’s my pleasure, and I have to practice what I preach. So, yeah, right. Integrity so
interesting it is. And, you know, I can tell you that, like I, you know, and probably you, the more you,
the more you do, the more you get asked to do, right? So I do get opportunities where people come to
me asking me to be guests on their shows. And I love that, because that’s part of the magnetic
strategy that I want my clients to also get, also experience. But it’s not enough. It’s not enough. I
want to have a strategy. And I have a pretty hefty commitment to guessing on podcast, because I
have absolutely had, you know, 20, 3040, $50,000, months after being a guest on on particular
podcasts. And so when you see that, I’m like, Okay, well, I want more of that, right? Because that’s
business that kind of again, it’s that magnetic business, right? I get to borrow your credibility if I’m on
your show and you’re saying, Hey, you all need to listen to Karen, right? So, so it’s such a big part of
the strategies that we teach, because it can be simple and it can be done in a way that is not
spammy, right? And I you know so, so tell us a little bit more about you, because that your bio did talk
about a bunch of different things that you do, but tell everybody a little bit about your perspective on
how you came to wanting to talk about and teach about and focus a part of your business on podcast
guesting.
Yeah. So, like any normal person, when I had my second baby, I thought, why not have a second
business? And it was because,
right, I’m not sleeping anyway, so why not take some time to, you know, you know,
just build something new. So I’ve had my coaching business now for nine years, Crown yourself
coaching. And I’ve been coaching and working with high performance, visionary leaders on their
performance, on their business strategy. And we were in March. It was March of 2020 and my
husband and I were visiting Australia, and we were there for three weeks, and we ended up staying
for two years, because it was March of 2020 and we were those Americans who got stuck abroad. Wow. And I don’t think I knew that. Yeah, so my son was actually born in Australia, and what’s so cool
was I had to pivot, because prior to 2020 I used to say when I’m live, I thrive, and I would get most of
my coaching clients from going or hosting live events. Well, those weren’t happening for one because
of covid, and for two because of my visa. So even though we were in Queensland, which was like the
Florida of Australia, where as long as you didn’t leave the state, you had a pretty, pretty normal covid
experience. But I still had to look at like, how do I generate new business revenue for my company?
Because my. Industry completely shut down, and we were there with with our then three year old
son, and he was our only one at that point, and I had a family to support. And so we started with more
doing more content, and then doing discovery calls, and then doubling down on our own podcast that
we’ve had since 2019 the crown yourself podcast. And those were great for building the community
that we had and reinforcing the values, especially during that time of really high performance, in a
time of chaos, but we weren’t generating any new business revenue. And that was when I
remembered an interview that I’d done, a podcast interview that I’d been a guest on in 2019 that had
resulted in a $10,000 coaching contract. And I thought, well, what if we double down on podcast
casting? So my team went to work, we started submitting for 100 podcasts a week for four weeks, I
thought I had a pretty hefty commitment to doing doing podcast guests. But I get it. I get it. I totally
thought I had a pretty hefty commitment to doing doing podcast guests. But I get it. I get it. I totally
get
it, okay. And from that, within nine months, we did $70,000 of new business revenue, and now it’s
over a quarter of a million. This year alone, we’ve done at least $23,000 from just podcast guesting
alone. So there is so much power, but it comes from serving and not approaching it from like, I’m
going to, you know, close some deals when I go on this podcast like, I’m not looking at you, Karen. Is
like, you’re my next potential client. I’m saying, Okay, I’m going to deliver and serve your audience as
best as possible, give them my tips and strategies, and then develop the relationship between you
and I, and then from there, you know, maybe we get cross refer business. This is how our clients have
gone on with communication queens to get business even before the podcast distributes, they get
clients that they get new customers, they get speaking gigs. They do joint venture partnerships with
podcast hosts because they were on the show. So not only does it provide social proof, and do you
get the extra credibility once the podcast distributes, but the greatest when you have a real strong
strategic match on and you’re going on the right podcast for your business, which most people don’t
when you go on the right podcast, though, and I’m happy to tell you which ones are not the right
like, I’m like, I really feel like I should be writing things down, because in my head, I’m like, I want to
talk about this. I want to talk about that.
I’m sorry about that. Yeah, so I mean, we when you’re able to go on the right podcast for your
business that are that your ideal customer avatar is listening to, you can develop relationship with the
podcast host and generate even more business, like I did. One of the examples is I was on a podcast
with a host, and from that she was, like, This podcast was so amazing, would you come into my
membership community and teach these principles in an even greater depth of, like a the you know, master class? And I said, Absolutely. And so we created a joint venture partnership where I brought
people from my community into her community, and we ended up closing at least. I think it was
about like $12,000 in sales from that alone, but it came from me being on a podcast interview and
then building the relationship, right,
right? I love that so much so. So I get that, and I think that one of the things that you get to do, like,
one of the things that I get to do, because I have a podcast that has guests like you, right? I, you
know, I get to invite and then everybody wants to do this, but I get to invite them, like, let’s say I’ve
got an event coming up, you know, a promotional event or a marketing event or a launch you type
event, I get to say, Hey, would you be interested in sending this out to your audience? And what I do
is I’ll create content that basic for them, that basically says, Hey, you might remember Karen. I was
on her show a while back. Here’s the link. It immediately changes the energy of that conversation
from all the things you get from all the people that are promoting other people’s stuff. That’s just like
my good friend, you know, my good friend, Kimberly, who they don’t have any idea if you know them
or not, right? But this is immediately establishing No, no. I really do know this person, and I really do
recommend this, and I think it adds a level of depth to those joint ventures and to those
conversations. So I love that in theory. But what I want to ask you, I want to get into a lot of the the
other stuff you talked about. But before we get there, I want to ask you this, what give us some tips
on so you know, how are you driving people just from listening right to your audience. Do you offer
lead magnets? Do you offer you know, calls like, what do you find works best to kind of because what
I what I tell my clients is this, like, I want you to be interviewed on these podcasts, but what I also
don’t want is, six months from now, the people that heard you on that podcast to say, what was that
lady’s name that I heard on Kim’s podcast, because you didn’t give them a way to stay connected to
you and follow up with you, because they might not need what you want today, right, but they might
in two months or three months or four months, right? So, so how can you make that authentically and
in integrity and in complete a complete energy of support? Uh, kind of capture some of that audience,
yeah. So my favorite thing is, look at the medium first, right? So podcasting is an auditory medium
first and foremost. When people are consuming podcasts, they’re usually doing something like and
the podcast is on in the background of their life. They’re doing their laundry, they’re washing their
dishes, they’re driving the kids to school. So the podcast is there as as a accoutrement in the
background where they’re learning and they’re going on a walk, you know, they’re doing something,
so, anything that requires, like, heaps of doing. So, for example, one of our clients, when she came to
us, she was giving she was having people text a number, and I was like, No, that works for speaking
gigs in front of a live audit, even
then, so many people don’t want to give you their number, you know, in in a in a environment like
that,
yeah, but think about it, like podcasts, people. People listen to podcasts when they’re driving. We
don’t need more texting and driving, right? I said, you know, have it be one clear, very simple call to
action, auditory medium. To auditory medium. So one thing that’s the best call to action is, if you
have a podcast of your own, you direct people to your podcast. And I learned this from Dave Jackson.
And Dave Jackson is the founder of the School of podcasting. And he said, instead of saying, listen to
my podcast, and all the places where podcasts are hosted, and then you have you go into the
description, and then there’s 15 different links for Apple and overcast and Spotify and all the different
No, you have people go to your website, and you have like for both my podcasts. So we have
communication queens and crown yourself. And those are for both my businesses. We have crown
yourself.com forward slash podcast and communication queens.com, forward slash podcast, and that
way they’re going to your site, which then you get to have email capture when they land on it, and
they get to subscribe through your site really easily on the platform of their choice, versus having to
like again, text and drive to like, let me type in, you know, good girls get rich podcast, right? So an
auditory medium to an auditory medium is the best. So if you have an auditory course, if you have,
even if it’s an auditory and visual course, any sort of cross mapping of the representational system.
So I’m an NLP master coach. I’ve been since for years, and that’s one of the things that I work with my
clients in my coaching business. And we all have representational systems that we learn through. And
because people are in the auditory representational system, listening, consuming, feeling in their
body, listening to the sound waves, then transitioning to a podcast, transitioning to the call to action
being a direct phone call, like, not a not necessary phone call, could be a zoom call or account only
link, but I always like to say two calls to action. Most people do this by, like, follow me on all the social
media sites, and then they list out all their social media sites, and then that’s how they’re doing it
wrong because they have two they give away too many things. I say two calls to action. One, direct
them to your podcast, if you don’t have a podcast, then on your website, for all the podcasts that
you’re a guest on, have your website.com forward slash guest dash podcast, and then have all the
podcasts that you’ve been guest on. And this is how one of our I interviewed an amazing lawyer, Jay
bazook, and he has on his website all the podcasts that he was a guest on. And people who come to
him are they, they scope out the other podcast because they want to build that know, like and trust,
because podcasting is an intimate medium. You have someone literally talking in your ears and in
your head, and you feel closer. And I’ve had people that get got on calls with me, you’ve listened to
the podcast, and they start like, totally fangirling, and it’s right, it’s bizarre. They’re like, I feel like, I
know you already. Like, I feel like, Yeah, I like, I get it. And it’s if that’s why this is so powerful. That’s
why this is so powerful, because we work so hard. We’ve for years, we’ve heard you need 10 touches,
you need know, like and trust. That’s what a podcast does, right? Not only does it attract your and I,
love that magnetic approach to it, right? But not only does it attract your perfect people, it also like
will repel the people that are not perfect, which is just as good. I don’t have any desire to talk to
people for however long that are not a good fit for me. So if they don’t want to work with somebody
who’s fast talking, Jersey, you know, whatever like, let’s find that out up front, you know? But I’ve also
had people. I remember somebody called me up one time, and she’s like, I’m from New York, blah,
blah, blah, I moved to California. My company, I’m listening to your podcast. My company needs your
East Coast energy, like, and I’m like, That’s it, and, but I never met her before in my life, right? So, so
I love that you’re saying those things. I love that you’re saying those things. Because this is, you
know, it’s those little things that people don’t think about, right? The medium. And I remember the
first time I was interviewed, I had, there was a woman that was doing a show career talk radio on
Sirius XM, and at the time, she was doing a lot of guests. She’s not doing a lot of guests anymore.
I think it was on her show. Oh,
were you Okay? Cool. It’s awesome, right? I didn’t. Know who she was, but somebody mentioned me
on her show, and my like, stuff blew up. And I was like, what’s going on today? Like, why is
everybody, like, going into my Facebook group and doing all these things? Well, I finally built a
relationship with her, but the first time I was on her show was probably the biggest show I was ever
on at the time, the first thing I did was like, I need an easy to remember URL for what people because
people are listening to this. They’re not sitting at their computer like, I need an easy to remember
URL that I can send people to. I didn’t have a podcast at the time, you know, and I wanted to send
them to something to kind of capture them. So I, you know, I and URLs are $10 a year, you know. So I
was like, I’m gonna buy an easy to remember URL for that same thing. And I, you know, so many
people go go to Karen yankovich.com/this-that blah, blah, blah. So like you, I have Karen
yankovich.com/podcast get you to the show. But also good girls get rich.com. Also send you to my
website, podcast page. Do you know what I mean? For the same reason, whatever you’re going to
remember, I want you to be captured. And I guess the point of asking you this question is, I want
people to remember that. Think about your own, your own experience in life. You know, you heard
this person. You can’t remember who it was or where you heard them, or whatever. If they’re not
coming into your email regularly or getting down their podcast is getting downloaded to your, you
know, your podcast app, you are going to forget who they are. We’re so overloaded with information.
So that’s such good advice. That’s such good advice. So, so tell me then a little bit about the other
ways that people can profit from guest podcasting, right? So now we’re capturing their attention, and
that’s just somebody listening who wants to follow you. Right? What other ways can we capture profit
opportunities from guest podcasting?
So I like to think of it from the lens of the problem of the podcaster. And so in any relationship, and
especially in any sales relationship or relationship of influence, you’re providing a solution for a
especially in any sales relationship or relationship of influence, you’re providing a solution for a
problem. So the top three problems that podcasters have is they don’t have great guests. Like, they
don’t they, they struggle to find great guests, because people may email them or, like, I get a ton of
pitches per week, and I’m like, we just recently instituted a policy that we’re no longer accepting
people who just want to empower women, because that’s not enough of a qualification. Like, we need
to see that you actually have results empowering women, rather than actually just like, Oh, I really
want to just do this and get my voice out and like, that’s great. But we have 230 episodes now on the
crown yourself podcast of people who are inspiring women, but and also doing something, leveraging
that in their business, and doing that as a vault, right? So we get a ton of like, not so great pitches
per week as As do I? And I just want to step in for a second and say, This is why the strategies we
teach are so critical. Because we’re teaching build relationships with the podcast hosts. Listen to the
shows like, be more intentional about who you want to be on, I get the same as you I get pitches from
and then repeat pitches and repeat pitches from people that have never listened to the show are
such not a fit for the show. And frankly, I don’t even if I look at it and it looks amazing, I don’t know
them, so it’s much less likely that I’m gonna even take a cold pitch than somebody that took the time
to listen to the show and make at least this much of attempt to build a relationship with me, because
there’s just so the good news is, there’s so much opportunity out there because there’s so many
podcasts out there. But the bad news is, there’s a lot of people out there that want to be on your
show, and we just, I just get too many. So there’s the right shows are out there for you just go about it
in a more intentional way, in a more structured way, and you’ll have much better success and taking
less time, because you don’t have to pitch 4000 people. Yeah,
and that’s like, that’s also the great part about working with an agency who’s building relationships
with podcasters, like we just had a global top 200 podcaster and entrepreneurship say that our
pitches were the best that she’s ever received, and because she knows me and we’re friends, yep,
like she knows I’m not going to pitch her BS people that aren’t a fit for her show, because I respect
her. Because,
not only that, and this is another reason why a podcast service like yours, which I want you to talk
about at some point, don’t, let’s not forget to talk about that. Um, not only that, sometimes, even if it
seems like a good fit, and then you get to the interview, and it’s pulling teeth, right, the conversations
are just not going well. And I, you know, I try to make them at ease and things like that, but
sometimes you just can’t. So if you have an you know, if you have somebody, an agency, or
somebody you know and trust that refers you that person you can trust, they’ve already done that, or
you’re never going to take the next person that they send, right? Yeah, so, so if I’m going to take
somebody from a podcast agency, it’s going to be from an agency I know, like you, and there’s, you
know, one or two other agencies that, or not even agencies, sometimes they’re just PR agencies,
right? But I know if they send them. To me that they already know that it’s going to be a great fit for
me, and I can trust that. And frankly, I’m all about making my life easier, right? So, yeah, you know,
yeah,
so that a you’re solving one problem in that way for the podcaster, and that, like the the pitches from
an agency because of the relationship built, can be just super powerful, like you said, because it is
about the relationship. And so to circle back to your question on profiting from guest podcasting. So if
we’re solving the problem for a guest So say, for example, you go on a podcast, maybe you you
pitched it, then yourself or your agency pitched you, and one and they you blow that podcast, or host
mine, like they’re like, Oh, my God, that the amount of value that you delivered, I’m amazed. And you
say, Hey, my friend Jane is also similar to what I do, but she’s also, you know, does this? Does this
modality a little differently? And I think should be a really great fit. So by you providing a referral and
generosity, that can be a great way to create reciprocity in the relationship where then JV
partnerships can manifest and cross referral businesses does happen because you start off the
relationship on a foundation of generosity and reciprocity. So that’s one. Number two, the problem
that most podcasters also face is monetization. So very few podcasts are actually monetized, most
people, even though, if they have 1000s of downloads, sometimes they don’t either choose to
monetize with outside, third party sponsors, or they they just don’t think they have the number of
downloads that they need to actually get sponsorship, which is ridiculous, because I’ve actually, I
know, I know some podcasts that have had like, 1000 downloads, and They still that they get
sponsorships. So it’s possible, but because if you, if you approach it from solving that podcasters
problem, what we do is both as an agency and what we recommend for our clients is that you provide
the podcaster with an affiliate link. So when any of our clients go on to a podcast, we tell the
podcaster, hey, use our link become an affiliate of the communication Queens agency. When you are
an affiliate of the communication Queens agency, you get 10% if any of your listeners like, here are
services, or here are our client. And they are like, oh, I want to get booked on more podcasts too.
Then you have those links that you can provide them in the description, because the client was a
referral from there. So you get 10% commission or 50% commission for any digital products, memberships or courses. That’s just how we structure it. And then for me, like when I go on podcast
for my coaching company, we also say, become an affiliate. So then they have two opportunities to
be an affiliate. They can be an affiliate of our communications agency, and they can can be being an
affiliate of the crowd yourself and our coaching, which also has the same affiliate structure. And so we
recommend that our clients also provide some sort of affiliate kickback, and where they give the
podcaster the link.
I hope everybody’s listening to this. This is gold, because
then the podcaster has an opportunity to generate revenue by referring you, and they’ll be more
inclined to promote your episode because they have a possibility of making income from it. Yes,
you know what that is? Such gold, you know, I was when? So, when? So, the way our podcast process
works is we, you know, we have an application or whatever, and then once the the episode is once
the the guest is accepted, we send them an intake form and say, Yeah, dual, you know, here’s the
things you need to know. Here the dates booked. Here’s a form we need you to complete. Give us
your social media links, your bio, your headshot, all that stuff. And in that we say, and is there an
affiliate program that Karen should register for? We’re we have done about, I don’t know, like this is
going to be somewhere in the three hundreds episodes since 2017 and I’m going to tell you, if 50 of
those people have given me that opportunity, that’s a lot. And, and almost everybody says, and
sometimes they’ll say, Well, just haven’t used a code or whatever, but it’s not the same thing. It’s not
the same thing. So, so, and all I have to do now, because I’m putting your links in anyway, right? I’m
putting your links in anyway. All I’m doing is, instead of going to, you know, good girls get rich.com,
not which you wouldn’t be, I would go to communications Queens com. You would still see
communications Queens com, but there’d be a little piece of code with it that tells, you know,
Kimberly, that this came from Karen. So yes, it’s nice for me as a podcast host, right, to have this
other way to monetize. But as Karen the podcast, I wish more people asked me for my affiliate link.
You know what I mean at when they want when they interview me, because it brings more business
to my program. So so it is. It’s so crazy to me that that is not done more ubiquitously in this industry.
It’s it. I’m not it might even 50. Might even be a high number. It might be like 10%
Yeah, we’ve had about 10% have affiliate links for and I’m like, just like, when you give an affiliate so
we actually put that into our intake form of like, asking people for their affiliate links, so we can sign
up so that you. It’s, I just think, in creating, how many ways can you create a win, win, win. You win
your audience, wins your customers, win. We win. Like, we all win together, and that rising tide lifts
all boats mentality. And, yeah, it’s like, I think it’s one of the ways that we’ve gotten on so many
podcasts. Like, I think I’ve done over 300 interviews, and it’s because we lead with the fact that, like,
by having me on, you have a potential to monetize even in and like one of our clients, Kashif Khan,
like he is doing webinars, and so he goes on a podcast, and then he has had great success with doing
a joint venture webinar that draws people into his program, and the podcaster gets an affiliate
commission, right? So it’s the affiliate like that is gold. The second way you can monetize is in the 15
to 20 in like the 10 five minutes before and after the conversation. So it’s about like when you have a
podcast interview, block out some space 10 to 15 minutes, so that you have buffer time, because in
that buffer time, there’s so much potential to build on the relationship. And so, I mean, you’re going
to hear me ask this question when we’re done, like when we stop recording, I’m going to say, what
did you love about this episode? So a you get the podcaster in a positive frame of mind, reflecting on
what they loved about the episode. And then I say, is there anything beyond promoting the episode
that I can do to contribute to your success? And I like to make this and be very clear that I’m like, This
is not like you think I’m gonna, like, be great for you know, you coming on as a client. I’m like, is it a
referral? Is it a connection? Is it a tool? Like, I have my network? Is your network? Like, who can I
introduce you to based on this, this experience of the relationship that we’re building? And I asked
those two questions, and those two questions have generated so much referral business for us.
I love that. Oh my gosh, it’s so important. And this is at the heart of everything that we teach here.
And she’s linked up because, because it is micro, targeted and deepening what you’re already doing.
Instead of doing all being all over the place and burning yourself out trying to be a million different
places at the same time and a million different things to a million different people, right? Like, just do
this. And here’s what else I know. I can tell you that when people book a call or or inquire about
joining our program, I can almost always know where, like, I asked where they came from, right? But I
almost always know where they came from, like, they don’t, you know, they don’t fall out of the sky,
right? So, so if they say, I listen to your podcast, I know that they wanted, they’re they’re like, no, no.
I just need to know which program is, right? They’re in, they’re in, right? They’re not saying, I don’t
have to, I’m not, I don’t sell people anyway, but I don’t have to sell them, right? I and I say that
because this is how, again, it becomes more magnetic, and it makes the whole process so much
simpler for everyone, right? For everyone, you don’t have to feel like, I don’t know how to sell, or I
don’t, you don’t have to sell, right? You’re just creating this experience for them where they’re
already getting like I say, my she’s linked up. Community starts here on the podcast, not the first time
you give me your credit card. You know, it starts here, because that’s when people start to get to
know me. And like you said, I am always making intros to people because they remember that, and
they will start making intros to me. And that’s that rising tide, right? And that’s what that is, you
know? And I will say that I feel like the online world has gotten really noisy with the pandemic and
with everything, we just got so noisy that we have to figure out a way to stand out. And I think a
podcast helps you do that, because again, if so, if I also know, like, let me just take the net this to the
next step. If I also know that some of my best clients have come from my podcast, then my question
is, how do I get more people to listen to my podcast?
How do I do that? I
guessed on other people’s podcasts, because they’re already listening to podcasts. Isn’t that a better
way use of my time than spending, you know, a million dollars on Facebook ads? And
do you want like the pro trick? Yes. So totally want the pro trick when
you we all have objections, right? When we go into a sales conversation, there’s the common four of,
like, money time, it’s not right for me. But then there’s also those, like, specific objections, like, for
example, with our with our agency, it’s like, the specific objection is, like, I’m not tech savvy. Okay,
well, we’re and so I always like you can address the objections if you understand the beliefs of the
subconscious beliefs that are driving the objections, you address the objections in the content that
you share on a podcast interview. So we did this with one of our clients, Dr Tiffany Smith, and where
she on her call she was having, she’s a. Functional nutrition, psychiatric nurse practitioner, and she
was having people still come to her, because she is trained in both allopathic and home, like more
holistic medicine. She was still having people coming to her discovery calls, like, wanting just a pill to
like, I have a quick fix. And that’s not what she does. And so we said on your podcast, when you’re
going on podcast interviews, make sure you’re addressing this belief, so that by the time somebody
gets to your gets to going on a discovery call or a strategy call with you, they’re not looking for those
like objection. You’re not getting even presented with the type of people that are just looking for that
quick fix, pill fix. You’re getting people who understand that there’s probably going to be a three to
six month commitment of a dietary lifestyle and holistic changes that they’re going to have to make
to get the results that they desire to get to the root of the issue. And so she saw a dramatic increase
and change by just addressing these common these common misconceptions, and that’s a powerful
thing. If you look in your business or your industry, what are those things that people come to you
thinking like, maybe it’s a mistake that they’re making, or a wrong expectation that they have of your
services, or what they think that they’re going to get from you, for example, like with our our podcast
agency, one of the common things is, oh, I’ll just do it. When I finish my book, I’ll start, I’ll start
working with you. When my book is done, I get a lot of authors coming to us, and I said, Do you have
a landing page? Like, because, if you have, because most podcasts are, if you’re going for the top 5%
ranked podcast. So I’m going to break down podcast math for a hot second. Just okay. 90% of
podcasts are not worth your time. 90% of podcasts do not produce more than 10 episodes, and
they’re not consistently producing. They may have they may show on Apple podcasts, 5.5 million
podcasts, but 90% of them are not actually continuously producing. So you want to only focus on the
podcasts that are producing are. We have a 530 90 rule. They have to have five reviews. They have
produced over 30 episodes, and they produce every 90 days. That’s our basic rule for any podcast
that we submit to, because that automatically elevates them into the top 10% of podcasts that being
said when you are going on those podcasts, you want to make sure of like, what are those? What are
the things that you can address that are the common objections? So when we talk about the big
objection for us is like, authors come and they’ll like, I’ll start when my book is done. And so what we
can say is like, well, we are booking clients right now for the top 5% ranked podcast, because once
you make it to the top 10% then you have the ranking of the podcast, which means they’re in the top
10% 5% 1% of all the top 10% of active podcasts. So the cream of the crop, well, those podcasts are
already booking out for 2025 and we’re recording this in May. They’ve been booking into 2025 since
February of this year. So starting getting booked now. Like, if you think about it, when the timeline for
podcasting, it’s a long game strategy. So on podcast where I talk about podcasting, like this one,
because I’m going very meta, demonstrating and explaining at the same time, when you are thinking
about getting booked on podcasts, and you want to go for those top podcasts that really build your
authority and your niche, you need to start now, even before the book is even done, because by the
time that the podcast is booked recorded, that doesn’t mean that the episode is going to be
distributed in a timely manner, right? Because, like, I mean, Karen, you and I recorded a podcast
episode for communication queen, and it’s, we’re, we’re booked until September, so you’re No, right,
September, right? Recorded it last month, right? We’re recording
in May. I think your schedule’s come out in July, so we’re a little bit tighter on that, yeah, but Same,
same. And mainly that’s because I needed to ramp up again, you know what I mean, and because I
had so I was booked so far out that I pulled back, and then I was like, Oh, I have to do that again,
exactly.
So, yeah, that’s, that’s the thing that you want to think about when you’re thinking of going on other
people’s podcasts. And so by addressing this objection up front and on podcast, I can pre frame the
objection of, well, why don’t I just wait to get started when my book is done, and I’m like you, when
your book is done, you’re going to be booking out for podcasts six months from then, and maybe a
year from then, it’s going to be distributed depending upon what’s the size of the podcast. Great
information. This is such great information. And to just circle back, let’s just remember why we’re
talking about that right now. We’re talking about that right now because what Kimberly’s saying is,
this is how you monetize, right? You, you, you know, I talked about the fact that I love when people
say I’m a podcast listener because, because, and that it also repels people that are not a good fit,
right? Not only because, here’s the thing, what happens if you are not doing that and you’re getting
people booking on your calendar that are not a good fit? And. Listen, it’s going to still happen, right?
We we’re not going to it’s not it’s not perfect, but every time it happens, number one, it’s probably a
waste of your time. And I’m all about that, wasting my time. And number two, that’s where you have
to sell as opposed to just have that conversation, is this a right fit? Which of my programs is the right
fit? Right? So it is so much more work to be, to be creating a push marketing strategy, as opposed to
an attraction marketing strategy. And what Kimberly’s discussing is a tip to be, to be, you know,
feeding the objections that you’re going to have to that you commonly have to overcome on
enrollment calls, in your podcast and in the interviews you’re doing. That’s brilliant. That’s brilliant.
Yeah,
yeah. And so when you can just make a list, like, go through your sales calls, make a list of like, what
are the common objections that you’re seeing, and how can you address those in the form of
metaphor, on which metaphors can be like case studies from past clients. You can address those as
like, oh well, we had an author who came on and because she started early, we were able to write
when our book came out, she had podcast interviews versus we had to, we’re having to wait six
months for the interview to come out, to actually be promoting her book, which, by the way, if you
are an author like promote your book, get the landing page up pre, sell that book like crazy
beforehand, just because, right, right, especially on podcast interviews, those are the highest
conversions. Did you know Karen, that 42% of millennial podcast listeners report purchasing based on
the recommendations of the
host? Wow. I believe that. I believe that I have an Amazon cart full of things that people have
recommended to me that sometimes I purchase immediately, and sometimes they sit there until I,
you know, I see if I what, when they need to get purchased, when they need to actually arrive at my
door. Yeah,
yeah. Same, like, I, you
know, like, even Amazon, even, even on my Amazon links on my page, their affiliate links. I mean, maybe I’ll get a good maybe I’ll buy a cup of coffee from the money I made from Amazon. Like, I don’t
want anybody to think I’m taking, you know, like, Bali vacations from what I think on Amazon. I’m
barely gonna get a cup of coffee. But why not do that? You’re, if you’re an entrepreneur, have those
income streams from wherever you can. Yeah,
and it’s about looking at all the different opportunities and ways to leverage it, and podcasts, just the
medium itself aside. Like, the numbers don’t even come close in any other social media marketing
platform, not even LinkedIn. LinkedIn is the only one that comes close. But 66% of podcast listeners
have a college degree or higher, so they’re highly educated. 66% also are making over 100k per year,
annual household income or more. I think LinkedIn is like 51 maybe 61% for that. So the podcast
listener, audience, they are educated, they are affluent, and so you also have to demonstrate on a
podcast interview a level of mastery, like I said, like we have a top 2% podcast with our crown
yourself podcast, and we’re no longer accepting people who, quote, just want to empower women,
not that. Empowering women is, like a bad thing. I’m like, all about it. And we need something more
after a level, after so many episodes, we need people who are actually demonstrating it, not just
desire, like one of my one of my friends, April Petraeus, who has, I think it’s a story brand podcast, or
storyteller podcast, she said that she gets got a pitch that was just like, I think I’d be a great guest for
your podcast. And she was like,
why?
Who are you? And why? Like, So can one of the things that when you go on podcasts like really
consider the respect of the audience, and that is that because a podcaster like you, Karen, like you,
have deeply invested into your audience, and you know that your audience, if they’re listening to your
podcast, they are probably more likely to invest in your business. So anyone that you bring into your
circle of of becoming like being on your show as a guest is a highly vetted process. And you want to
make sure, like, I know global top 100 podcasters who are like, they will chuck an episode if the guest
makes it all about themselves. And, yeah, yeah. And you have to be able to look at it from the
perspective of, how can I add the most amount of value to this person’s audience, because I started
out in theater that was like my jam. I did musical theater like I could sing defying gravity, like every
day my sons, I sing it as a lullaby. Now to my sons, and in theater, you learn very quickly that it’s not
the production. That’s the hardest part. Like any people are happy to participate in a production
because they’re probably getting paid a little bit of money, or they’re supporting it, but the hardest
part is actually getting the audience there. I mean, I’ve done shows way back when I was like 19
years old, and little black box theaters in Los Angeles where there was like two people. In the
audience, and we’re like, oh crap, we gotta ramp up the marketing for the show, because that’s the
hardest part to build. And so as a guest you need when you go on anyone’s show, the number one
question I recommend asking, and I didn’t ask this for you, Karen, because we’ve already had
discussions about your audience and who, who they are and how they are, but ask, like, describe your
audience too, because I know if I’m going on to a podcast like especially for my crown yourself
coaching business, there’s going to be different tips and strategies that I’m going to say. If the
podcast tells me, well, they’re mostly newbie entrepreneurs, solopreneurs, they don’t really have a
team. I’m going to be giving different strategies on on growing on growing a high performance
business and creating leverage in their business so they can have more time, freedom and space,
versus if I’m talking to a podcast of established entrepreneurs who have teams of 15, 3050, people,
where they are like, I’m going to be discussing different strategies. And so you have to be able to
tailor your communication to who you’re speaking to, and that’s a huge piece of like, understanding
the audience that you’re going on and the podcaster, honestly, is going to be the biggest reflection,
because like attracts like of who their audience is.
I love that. I love that. Talk to me a little bit, because we do have to wrap soon, but talk so two more
things. First, talk to me a little bit about All right, I’ve been a guest on your show. How can I how like, What? What? What would you what? What is the expectation as the host as to what the guest will do
as promotion, and what if you want to get be a guest on more shows? What can you do post release
of the show to help ensure that and to help ensure that most people get to hear that show? Yeah. So
promotion, promotion, promotion, promotion. That is the number one thing I see most podcast hosts
be frustrated with with their guests, is that they don’t even share the show. And so what we do as an
agency is we produce at least five social media assets for our CEO clients, because typically, what
they’re coming to us for is leverage, like we help to make their lives easier. We get them booked on
the podcast, and then we provide them the social media so that they can then leverage that podcast
to build their own social credibility. So you can use tools like Opus Pro, which basically takes the video
and then gives you 15 different clips you can after we’re finished with this podcast even before the
podcast releases. Like we took a screenshot before, and I’m going to post it on LinkedIn, and then I’m
going to write you a little LinkedIn review. Oh my gosh. I was on Karen’s good girls get rich podcast,
and she’s so amazing. And just be in their space promoting what they do and lift them up before the
podcast even releases. Like, one of the things that we do with our agency clients is it we model this
from Hollywood. So when I was 17, I was working, I was interning at a big Hollywood agency, cool
and, yeah, I learned a lot. I had no idea that I wanted to start an agency. But, like, I got to intern and,
like, one of the things that you do as, like a Hollywood agent, is when your clients book a show you
you post about it. When, when the NBA clears, basically when the studio says you can post about it.
So as soon as you can share about it, you share about that booking. Hey, got clients booked on a, you
know, commercial, got clients booked on a TV show, etc. You share about that before the show even
comes out, because that builds up the credibility for the next level, level of shows that they can get
on. So then you can then have that leverage and leverage the show and say, Oh, I was on this show.
Now we can get her booked on on that show, because people like to work with people who are hot
commodities, right? Commodities. But if we’re to look at it from a sales, we
run businesses, right? There’s a word where it should be comfortable with, yeah. So we run
businesses, and so being aware of who you are and how you’re selling as a commodity, and especially
for actors like, that’s you are the product. Like, the same is true with being the entrepreneur and the
visionary leader and the CEO you are. You may not be the product. You may be delivering the product
or the service, giving your coaching services or consulting or the book, but you are the ambassador
for the project, right? The face of the business. You’re the face of the business, so being able to put
yourself out there. And people like to be attached to moving moving things like things that are
moving trains, moving objects. People like to be in the momentum, because money loves momentum.
And so when you can post about, hey, I got booked on this show. Hey, I just record this show. Hey, I
am I the show is dropped. Then you have three touch points already of the show of the benefit of you
being on the show, cross promoting the show, and also you can drive traffic to the show even before
that person the show even airs. And so then you have a podcaster who, it goes back to that
reciprocity and generosity, who’s like, holy crap. Like, who is this person they are sharing about me
multiple times. And that’s how you can start to build that relationship. Because you. In any
relationship. No one likes to be in a relationship with a taker. Like, we call them narcissists and a lot
of people, unfortunately, when they start going on podcasts. Because I had a call with a woman who
was like, I went on 40 podcasts like this past month. I said, did any of them convert into an ROI? And
she looked at me like, and she’s like, Oh, well, they haven’t distributed yet. I’m like, that’s the that’s a
moot point, like you can make money off of going on a podcast interview before it even distributes.
But what the problem was, was that she was treating a podcast interview like a one night stand,
rather than building an actual quality relationship, right?
Right? So important, so important, so good. All right. So, Kimberly, Tell us. Tell us how people, how we
can find you. What have you got going on for the rest of this year? By the way, one more time before
we say that you talked about Opus, Opus as a tool. We’re actually recording this in streamyard. And
did you know streamyard Now does that too? It part of the service. It pops out, like 10 or six little
mini, little mini video reels, right? Like, how cool is that? So? So, like, it’s just there’s we just have to
know what exists. And the post production podcast is just getting so much simpler in this world of AI
that we are living in. But that’s a whole nother conversation. Tell us what’s going on for you for the
rest of 2024 and where, what we should be looking for and where we can find you and give me some
links to put in the show notes. So when you stop, when you stop driving your car, and you come back
to good girls get rich com, or Karen yankovich.com/podcast, you know how to find Kimberly and dive
deeper into what she’s doing. Yeah. So if
you love this conversation and you’re interested in more high performance coaching for your
business, head on over to crown yourself.com. Forward slash podcast, and subscribe to the Crown
yourself podcast. And if you are interested in learning how to leverage podcasts for your business
growth, head on over to communication Queens com, forward slash podcast, and you can will be
offered the opportunity to book your 100k profit from guest podcasting. Call with me. And the big
thing that I’m super excited is this year in q4 we are coming out with our book make every podcast
want to how to become so radically interesting, You’ll Barely Keep from interviewing yourself, and so
that will be also available on communication. Queen
Awesome. That’s when, when is that expected to be live?
September?
Oh my gosh. Well, that’s perfect, because I think that’s when my interview with you is on your show,
is coming out, so I can promote the ever living heck out of your book. I want one, just so you know,
put me on that list. I want that awesome. This has been great. This has been great. Kimberly. This is
such important information, because I just want to kind of reiterate, obviously, obviously, if we are, if
you’re in a position to bring somebody like Kimberly and her team in to help you with this, you
absolutely 100% should, right and between now and then, just start doing this. Just start doing this.
Start taking these tips, start implementing them. You know, I don’t know if I’ve talked about this on
the show. Maybe if I have, it’s like once or twice, I was in a I don’t know if this is a great story or not,
but I was in a bar one time, sitting in a bar, and there was this woman sitting next to me, and she just
was a whiner. She was just a whiner. And I had, like, this much challenge for whiners, but I was
talking to her because she was friendly and nice and whatever, and I was with a couple friends, and
she was just whining. She hated her job, hated her life. I’m a boss, so I being who I am, finally said to
her, all right, well, what would you do if you could do anything in the world with your business and
your career, what would you do? And she’s like, I would love to have a radio show. I’d be so good I get
to start talking about all these topics you want to talk about. I was like, Okay, I’m like, grooming your
phone. I go, here you go, like, do it. Like, do it. It’s free. You know what? I mean, create. Like, just pick
a topic, talk about it for 10 or 15 minutes, and you’ve just created your first radio show, like it’s a
podcast the world we live in now, you there are no obstacles to this. You know, there are no obstacles
to this. As you start doing it, and you implement the tips that Kimberly gave you, and you start to
monetize it, then you 100% want to bring in a like a team, like Kimberly’s team, because it
accelerates it. And frankly, you know, I don’t clean my own bathroom because I can right, but I don’t
want to right. So when, when I could afford somebody to do that, I brought somebody in to do that.
That’s what I do with my business as well. So and you should as and you all should as well. So thank
you so much for being here. Kimberly, I really appreciate it. I’m really looking forward to your book,
and those of you that do not know who I am, you should, hopefully you subscribe to the show by now,
and if you love this conversation and you want to know a little bit more about how to build those
relationships, because even when you’re working with an agency, right, it doesn’t mean you don’t
have also some response ability, but you can Put a little fuel under the work that you’re investing in
to help make their job easier by building relationships on LinkedIn, by creating a LinkedIn profile that
makes you look worthy of being on these podcasts and and, you know, again, showing up and
knowing exactly how to use these platforms to build these systems in for yourself. So grab a spot on
our calendar at Karen yankovich.com/call, and I’m happy to chat with you about what that looks like.
And the meantime, we’ll see you back here next week with another episode. Thanks for being here.
Kimberly,
thank you so much for having me, Karen. It was such a pleasure.