I Love Marketing Meet Up Group - PODCASTING with Paul Colligan

I got this 10 years ago. So, anyway, so good to see you, Dave. Let's see who else is out there. Sue Ryan, you look so nice today. How are you doing?

Fabulous and thrilled to be here. How are you?

Great. Where are you joining us from?

Naples, Florida. Normally sunny Naples, Florida, but we're finally getting much needed rain today.

Oh, fantastic. I think the rest of the country could use a little rain.

Yes, it could.

Have you joined us before, Sue?

I sure have.

You're a regular.

I am a pseudo regular sometimes. It's not when I can watch them live, but I always catch the broadcast afterward.

Great. Well, we appreciate that. Thank you for being here.

I appreciate you guys very much.

It's a great group, isn't it?

It is a great group.

Amazing what Jill Polish and Dee Jackson brings with their guests every month. It's pretty spectacular.

Great energy and wisdom.

Thank you. Guillerme. I said it perfectly, didn't I?

Almost.

How do you say it, Guillermi? Very nice. Nicely done. I was testing you. So where are you joining us from? Joining from Brazil. Nice.

Yes.

It's a city in the countryside of.

The state of Sao Paulo. The name is Bauru.

Very different name. Beautiful. Well, I'm glad you could join us from all the way from Brazil. Thank you. Professor Russ Hanish is joining us all the way from California. How are you, professor? It would be so much more impressive, Professor. And it would be more apropos for me to call you professor. If you unmuted yourself, that would show your hundred and seventy. How are you, Russ? Very good, Timothy. How about yourself? I'm so good today. I usually wear the genius network shirt. So I'm throwing you off today.

A little.

Yeah.

Hey, you went with white instead of black.

I love marketing shirt. Look at that. It's good to see you. We were just on yesterday. Russ and Dave and a few others here on our elf coaching program session. Yesterday, as a matter of fact, Paul Colligan was a guest on the Elf coaching program a week ago. And that was a great session. Yeah. Paul's pretty bright guy, would you say, Professor?

Yes. Yeah, he's right up there with me.

That's high praise for you, Paul. Very high praise.

I'll take it.

We definitely have to say hello to Schwa. How are you, Shua?

Hi, Tim.

I'm doing very well.

Thank you guys for having me.

Let's see what shirt you're wearing today, Shua. Are you representing? There you go. There he is. Oh, my goodness. You are looking good. Ingenious network attire.

Thank you.

Oh, yes, you got the luggage tag, too. Just like Ben Hardy had on his backpack when he was a student at Clemson.

Thank you, guys. Thank you.

It's good to see you. Hey, there's a guy out there. Michael LeBlanc. Michael, unmute yourself. I'd like to say hello, have you say hello to us. I know it's really complicated. Michael.

Yes.

Hey, label, how are you?

How are you?

Hello, everyone.

Always good?

Always. Good afternoon. We go back. Joe Polish introduced you and me 20 years ago in Platinum Plus. Man, I've known you.

Yes, yes.

Michael and I are brothers. We don't look like it, but we're absolute brothers.

Yes, indeed. Yes, indeed.

Michael, glad you could be here, brother. My pleasure.

Thank you.

Don Cooper, Genius Network member. Are you wearing a Genius network shirt? Don, up there representing. How you doing? Doing fantastic. So next week we have a Genius network meeting. I'm looking forward to it.

Me too.

Yeah, we'll see you there. All the way from Canada. So, everyone, we're going to start in five minutes. This is going to be a remarkable, I love marketing meetup group session. As you know, our good friend Paul Colligan is the guest. So we're going to start in five minutes. So that gives us a few more minutes to say hello to some folks here. Everett Hendrickson. How are you down there in, let's see, Florida, right, Everett, I'm in Atlanta airport right now. Oh, at the Atlanta. That's why you have the mask. They don't let you in without that, do they? It was Everett.

They let you know when it's off.

Everett, how long have you been an elf? Coaching club member.

Two weeks.

So far, so good. Right?

That's it.

Good job. Good to see you. Dean Jackson has arrived. It's good.

Where. Where is Dean Jackson?

It's always good when the. The interviewer, the star of the show shows up. It's like, okay, we're in good hands.

I come early to make you feel comfortable.

Four minutes of comfort. That's right.

Four minutes more. Four minutes earlier than I show up for my own things.

Well, I'll take four minutes with Dean anytime.

That's right.

Absolutely. Three. Four minutes with Dean is like the equivalent of. I'll let you finish that statement, Paul, in a minute. I want to say hi to Jim Baldwin. Hello, Jim. How are you? Jim's out there in California somewhere. How are you?

Good morning, Timothy.

How are you?

Fantastic. Good to see you. I saw you yesterday. It's good to see you again. I know.

Thank you.

Thank you.

It's like a Deja vu.

I know.

And let's see who. Boy, we've got all sorts of people here today. Pages and pages of people. Good to see all of you. We're starting in again. Three minutes. Let me see here. Who else do we have? So, Paul, do you want to end that? Four minutes with Dean Jackson is equivalent to. Paul Colligan.

That's a good one.

I gave you four minutes to come up with something. Come on. I'll let you continue.

An entire bottle of a fine wine.

Don Checky, help us out. How are you?

Four minutes with Dean Jackson is like an entire bottle of a fine wine.

It's like having a long drink of inspiration with the roadmap mapped out for you and lots of compliments and lots of encouragement along the way. Just a swell guy to talk to. I think he said it better than you. Paul, what do you think?

Yeah, most do.

No, you are. You are. You have the gift of words, Paul Colligan, which we're going to find out in just two minutes. It's in the tone. It's in this tone. It's amazing. Tone of voice.

Yes.

He's.

Thank you.

He's very soothing. He's very soothing.

I once told my wife that I wanted to get one of those on the air signs, you know, so that when I was recording, I could flip it and, you know, the family could know not to. And she's like, I know when you're on the air. What do you mean? You know, big voice. Paul comes on and echoes through the whole house.

It's not a problem. Yep. Good to see everyone here. Oh, my goodness. We have quite a group. And you are all excited to hear what Paul Culligan and Dean Jackson are going to be talking about. So we'll start in one minute.

Can we just say background? Background of the event goes to Gina. Look at this background right there.

Oh, she's good, isn't she? Wow. Dean, did you remember this shirt that I'm wearing?

Yes. Look at this. I mean, really.

Okay, now, no love for the I Love marketing pillow.

Where's the I Love marketing pillow?

I saw that look on the couch. I got an I Love marketing pillow.

Oh, there you go. Yes. Look at that.

Nice. I think I beat Gina on this one. It like the one time in my life where I beat Gina. But I think the I Love marketing pillow is. Yeah. For the win.

And this is like. Yeah, Gina's out there. This is Gina's out there. No, I mean, that's great.

It is great.

I love to begin when I grow up.

Okay, everyone, it is time to start. So we are going to start. So we will count down from five. Hello, everyone. I am Timothy Paulson. I have worked with Joe Polish for 20 years and on behalf of Joe Polish and everyone at Genius Network, and I love marketing. We are, we are delighted to welcome you to this I Love Marketing meetup group session. Dean Jackson, the brilliant one, he is always with us and he is going to be interviewing our guest today. And so I want to take a few minutes to introduce Paul Colligan. I have known Paul, I think I met him 17 years ago and he was talking about this podcasting thing and I just wanted to understand it so much and. And it was hard back then to wrap my mind around it. Paul Colligan is the world's premier expert in helping us understand, to make it so that even I could understand. But Paul's been a member of Genius Network. I think Paul for now about 10 years. He's the one that so many look to. So we're delighted that Paul is our guest. He is a remarkable, generous giver and so I have a brief introduction that I'm going to read because he deserves a good introduction. Paul Culligan's lifestyle and business strategies are designed to tackle the strategies and opportunities of today's ever changing information economy. His company, the Podcast Partnership, leverages technology to expand reach and revenue for businesses and creates digital influencers with the simple sound of the human voice. Now, Paul's clients include. See if you recognize any of these names. Best selling authors, Kathy Kolbe, Brennan Burchard, JJ Virgin, Mike Koenigs, Donald Miller, Jeff Walker, Frank Kern, Joe Polish and others. Past projects have included work with Microsoft Storybrand, the US State Department, Rubicon International, Piranha Marketing, Pearson Education, and more. Now Paul is a popular speaker on technology topics and other topics as well, and presents at events around the world including the European Business Podcasting Summit, Podcast Movement, Google Tech Talks, Mac World, Inbound Marketing Summit, Social Media Marketing World, and Microsoft Tech Ed. He's the creator of the podcast report and has authored 11 technology and thought leadership books, nine of which launched as Amazon best sellers. Paul lives in Portland, Oregon with his beautiful wife and daughters. He enjoys theater, music, great food and travel. So, Mr. Dean Jackson and Paul Colligan, welcome. It's great to have you with us. Wow.

I can't wait to say, can somebody get that intro to my mom, please?

Yeah. This is great.

Yeah.

So what do you want to talk about?

I don't know.

So are there six or seven chakras Paul.

Exactly.

Okay. I'm super excited. We should say, too, that this microphone is being sponsored by Mr. Paul Colligan. This is a gift that you gave me many years ago.

I do what I can, man.

The blue Nessie right there, She's a classic. She's a classic. So welcome. I'm excited. Eunice will be excited. I've got the highlights of. I know we're going to have a great conversation, but she always likes to make sure I check the boxes on what we've promised our listeners. So let's start at the beginning. Do you think that podcasts are going to catch on?

I'm hoping on it. I'm betting the farm on this one.

Right. You're going long on podcast.

Going long, going long. You know, it's once been said, one step ahead, you're a visionary. Two steps ahead, you're a martyr. You know, in. In podcasting, I was about 14 steps ahead. You know, I tell people I've been in podcasting for 18 years, four of them profitably.

That's it. Now, you know, this is. I was thinking about how podcasting was kind of one of the early things that really kind of took advantage of this wave of digitization that we had that when the MP3 and then streaming was coming. You know, podcasts. I remember having my first podcast in 2005, whenever the first index of them came up, and this is how far back it was actually an index of podcasts.

Yeah, there was a page. There was a page.

Yeah.

If you want to listen to a podcast, here are your choices.

And I could. Yeah, you could sort them. You could sort them by alphabetical or by popularity or by recency, I think it was. So I always made sure my podcast, the first one was Dash Space 10 Real Estate Marketing Ideas in 10 Minutes. It was for marketing. Monday was the thing. So I would kind of number on the top of the list. And then that gained your popularity. So I figured out how to. How to move the needle on the system. But now it's not like that. It's not so easy to kind of make a noise with a podcast. What's kind of the state of podcasting right now? Would you say if somebody. Before then, when we first started podcasting, people were saying, what's a podcast? And now there's, Everybody's got a podcast. And it seems like when people who don't have a podcast ask about it, they say, ah, is it too late to start a podcast?

Well, on the shelf up there. And for those of you listening to the audio version of this, I'm pointing to a shelf. There's a book I have called the Beginner's Guide to the Internet. And this came out in a while ago, so long ago that there's actually two whole paragraphs of this thing called the World Wide Web. And I was really interested in this coming thing called the World Wide Web. And I was fascinated with the implications of it and actually had to ask my wife to up the monthly budget on the Internet account by an additional $9 a month. I could get access. Fancy thing called the Web based on the two paragraphs in this big, big book. There was a time where there were a list of web pages, too. There was a time when people asked, what are web pages? And nobody to this day says, should my business have a web page? Even though there's a lot more web pages than there are. Podcasts and podcasts at the same place. You know, if you're going to do a generic podcast about a generic topic, yeah, your time's run out. But if you're going to do a very specific podcast about a very specific topic with very specific niche, the time's never been better. You know, and just the same thing with the website, you know, there was a time when having an email newsletter was enough. You know, there was a time when, yeah, those days are over now. You got to be on purpose. And by the way, on purpose is where the money is.

Yeah, that's so funny. You know, it turns out I was looking about that, but people often say in that same breath, you know, email's dead. Which, of course, we know that not to be true. But it's just so funny that the. When it all depends on what you're looking at it as, if you're looking at it as a way to record and archive. Not archive, but document, create, collect audio thoughts or audio ideas or audio record that you can put access for everybody in perpetuity. That's really the way to think about the podcast. I think people get disappointed if they start a podcast and. They put him up. They put up the podcast, and if nobody is listening, then they feel like, oh, podcasting doesn't work, or I can't really get any traction there.

And it's funny because you could ask that same person, if you opened up a business with no sign on the front door, down an alley that nobody knew about and were only open at the hours that nobody shops, what do you think your chance of success would be? They would just laugh at you. Yet somehow the podcast, you know, gets this Magical world where, you know, you know who I blame it on? There is a guilty party. You know who it is.

Who's that?

It's Kevin Costner. Remember Kevin? If you build it, they will come.

Right?

Exactly.

Absolute liar Kevin, you know, and he has done more damage to the podcasting space than anybody else out there. So I blame it on Kevin. Hashtag, I blame Kevin. Go ahead, start throwing that on social folk.

Yeah, exactly. I, you know, you're. I always tell people that I look at a podcast as a better lead conversion tool than a lead generation tool. That's my coming into it, that I'm not expecting the podcast to do the heavy lifting of generating leads. It does, and it can and direct people back. But I am of the idea of the building the audience, even separately from the podcast.

Absolutely. That's a great model. The thing, though, let's go a little bit bigger.

Yeah.

We have four questions at the podcast partnership, and hopefully we'll get through the four questions over the course of our conversation. But question number one is, what do you want your podcast to do?

That's exactly right.

You know, and what's beautiful here, Dean, is you know, exactly what you want your podcast to do. You want your podcast to get you leads. And by the way, podcasts are really good at that, you know, but it's funny, I've heard people who have said, I want my podcast to get me leads, yet I've never heard an offer. I've never heard people ask for leads. I've never heard these types of things. But question number one is, what do you want the podcast to do? And then you build your strategy based on that. Lead generation is a really good one.

I look at the podcast, getting the leads is one thing, but I'm looking at the podcast as a way to create all the ancillary content that I can use from that. The way when we look at it, doing the recording. So I'll use. I mean, I love marketing. When you look at the body of work that we have over coming up on 10 years, this January will be 10 years for the I Love Marketing podcast. And so I look at the. What we've got there that maybe you'll be able to share with us some of the stats of how the deep episodes are still getting visited every day. But we've got this now legacy of all of this content that we've got to point people to and all the other content that we can create from it. When I started the.

So are you saying that, like, somebody could say, do like a Zoom.

Yes.

Invite the public to attend the zoom, you know, in the hundreds.

Wait a minute.

Leverage the energy of hundreds of people attending a zoom to bring up the power of the recording a bit and then chop that bad boy up. Make a podcast out of it.

Amazing.

That's what people could do.

That's insane. That can't.

Crazy. That's crazy talk. And are you saying that. Even better. There are some people who might not necessarily grab the podcast, but who'd want to be on their lives. They might get a chance to do a shout out or get their questions. So are you saying that same time can be exploited to do great things if you do it strategically? Is that what you're saying, Dean?

Absolutely. Now imagine that if you could take that same content, imagine that a transcript of that crazy and crazy. Something really, really interesting on that. Somebody was able to find that as a gem in this pile of transcript and pull that out and polish it up and maybe you could get enough to send three emails a week to people.

That'd be crazy. That would be crazy, crazy talk.

We dreaming here, Paul?

Yeah, I think we are. I think. Everybody, this is the tip. This is the tip. And let me, let me give you the tip, the hack here on a larger level. Because, you know, when I woke up Monday morning, my youngest just graduated from high school this weekend, so it has been a crazy weekend. You know, when I woke up Monday morning, I literally had to look at my calendar to see what I was doing this week. And you know what popped up? Wednesday. I love marketing meetup, you know, and like the whole week becomes centered around that. Now when I'm thinking about that from Monday morning through and the energy I'm giving and the screen, I showered today, I'm wearing pants. You know, it's all there. And the energy I'm able to give in this live is going to make for a better recording, you know, to wear pants. No, live albums are live at the studio. They're live with thousands of people in the audience because you want to get that energy from it.

Yes.

And so. Yeah, so. And what's neat is, you know, Dean, you and I, you know, we have chatted about recording things and having meetings and that kind of stuff so many times it is even funny yet because Tarna or Eunice or whoever put this thing on the calendar for 11am on Wednesday. We're getting things done. So we got the meeting, we got the hundreds of people. We're also recording the podcast content. Now. What if you don't have hundreds of people? What if you don't have Dean, here's the fun thing. Declare it. I'm recording my podcast Wednesday at 2. Okay. Even if nobody shows up, you gotta start at 2, because somebody might show up at 2. 10. Somebody might show up at 2. 14, 27. And the thing is, if you're not 14 minutes, 27 seconds into the recording, you're not reliable. And so the great thing is, is you can record live to an audience of zero, still have that energy, because they might pop up. So you don't need the big list, you know, and there are tools out there now, like Clubhouse, which I think Evan Carmichael actually lives in the physical clubhouse himself. You know, there's Clubhouse. Can't say much about it, but they're. They're Mr. Cuban of Shark Tank fame. He has a competitor that we've been playing with pretty deeply. That's been kind of fun. You could do it there. And even if nobody shows up, somebody might pick up at some point.

Right.

And just that energy will give you a considerably better podcast.

Yes. That's part of the reason, you know, I love having things synchronous and scheduled like that that you're doing where it's. Yeah. Where if you can set up a format that matches what your natural style is, what your natural preferences are, that's really. That would be a win. If you love to prepare and you love to get everything, you know, fully organized and have, you know, a very highly produced thing, you know, go for it. But if you like, if you've got. That's why when I did the More Cheese, Less Whiskers podcast, started that with the idea of taking one business owner each week and just brainstorming and applying the eight profit activators with it. And that came out of. Joe and I used to do the Yellow Pages roulette episodes of. I love marketing. When the Yellow Pages would arrive, one of us would text the other and say, the Yellow Pages just came. And we'd get on, and one of us would pick a number, the other would turn to the page and we would just brainstorm and apply. Think about how we would market if we had an aquarium company or a roofing company. And I thought to myself, they were always some of the most popular episodes. And what I always thought to myself was the only thing would make it better is if it was a real, you know, if the roofer was here, and we could spend a whole hour talking about their. Their business. So I set that up, and each episode I literally just dial in. There's zero prep involved. In it, because I know what the format is. Go and just do. We're going to spend an hour talking and brainstorming, applying the profit actors to your business. Now from that, what we're really stacking there is this collection of amazing. Every type of business you can imagine. I mean, I've had anything you can imagine. All kinds of consultants, lots of different doctors. A lactation consultant from Portland, only in Portland. I guess it's a thing.

But we might have hired her. But that's a whole other story. Yeah.

And that. So now the. The collection is every time you come into contact with somebody who's considering your services or considering your business, and you can point them to this collection. That's if they're a dentist. We've got. Here's these six episodes. If you're a lactation. Well, yes, we have worked with. It's almost like the farmers insurance. You know, we know a thing or two because we've seen a thing or two commercials. Right.

Well. And that's, you know what your only problem, Dean? Your only problem. You have one problem. May I. May I spill it out to you just to hear me?

Yeah, yeah.

You're just too dang smart, you know? And what happens is, is a lot of things you do by default. Okay? So I'm going to play the role of the average person hearing this conversation.

Okay.

The average person hearing this conversation is. Well, that's not produced. That's not exciting.

Exactly.

That doesn't have that NPR banjo music in the background. You know, that doesn't have a lot of things. That's just Dean and them. You know, somebody's watching a show here. And so, yeah, I might want to mute that person out. People are thinking, yeah, gotta love zoom. This is the beautiful part of editing. But the thing is, they're thinking that this doesn't work. But here's the deal. Go back to what Dean said at the beginning of this zoom call. Maybe not at the beginning of this edit, but the beginning of the zoom call. Dean said he likes his podcast to get leads. Well, let me tell you how leads happen. Leads happen when somebody perceives you as viable. When somebody perceives you as somebody I want to work with. So 30 minutes with an expert doing their thing while the microphone is running is extremely compelling, but it's also fantastic for sales. We have a client who gets at least one $3,000 lead a day from his podcast.

Okay.

It's a million dollar podcast. Less than 500 downloads per episode. Now, here's the beautiful thing. We did some Research. And you can do this. You can check. And by the way, when I asked him question number one, what do you want the podcast to do? He said, make the phone ring. Okay, so we make the phone ring. But here's what's interesting. We looked at his stats. You know how this whole thing happened. They listened to six or seven episodes of 20 minutes each, okay? Two plus hours of time hearing the guy be in his true genius. And then they called. They were pre sold. It used to take a ton of time to do that two hour pre sell. Now they're pre sold. I remember when I bought my last house, I asked the agent, I said, how does the Internet change everything? She goes, oh, man, the Internet's so good for real estate. What do you mean? She goes, I used to have to tell people where to look for houses. Now they look for the houses. They just tell me which one. They want me to open up the door to cut the time in half. And that's exactly where we're at here. So if you record a moment with a marketing consultant being a marketing genius and your goal of the show is to get leads, bam, done. What about people who don't want to listen to marketing shows? It's not the person you want to lead from anyway. As cool as Dean is, there are more people on this planet that he doesn't want leads from than he does want leads from. And that's as cool as Dean is. Even Evan Carmichael, okay, has less people on this planet that he wants leads from than he doesn't. So we need to do is we need to build. What do we want it to do? I wanted this kind of leads. So this thing where Dean just shows his marketing genius by pulling out the phone book is truly in and of itself marketing genius. He's not stalling for time. He's not without a topic. He is marketing genius. So hats off to you, Dean.

Well, that's part of the thing is not is having. If you don't have. You know, you look at it. I often look at it. Because you're so right, Paul. Like when people say, Joe and I will share people what we did with I love marketing, or what we did, we talked about, we recorded on the phone. We do, you know, all the things that a real purist would get. You know, they think, oh, you gotta have better audio, all this stuff, right? But then you also get the people that say, yeah, but you got, you know, you look at our first three or four guests. I mean, we had Tim Ferriss and Gary Vaynerchuk and Tony Robbins and Dan Hunt. I mean, yeah, we look at. Because they're like, yeah, but I don't have all these famous friends or things that I can get on my podcast or pulling those things. But when I say to somebody, listen, if you, if you have a book or you're, you know, you. That's why I was. Start with the book. Get people, you know, start generating leads. We had someone yesterday who's got a book that they're getting leads for a dollar right now for their target audience. So they're building. They've got 600 people now that are on their list. And those are the people for the podcast they did exactly. What you just said is set a time. Just set the time and say, hey, I'm getting together with some people on Tuesday and we're going to talk about this and this and this. Would you like to join us? And send that out to the 600 people that you have right now and if any of them show up at the zoom thing, you've got your set. Even if it's just a couple of you, you've got a nice little. Have a nice conversation about it and you record it.

And if nobody shows up, you have the energy of knowing that at any point somebody might show up. So now you do twice the output that you've done before.

Yes, just set it, set up the time and get it.

How many other businesses do you know, Dean, where an audience of zero is good for you?

Yeah, that's it. Because it's not about, you know, you look at it. I often think about the beginnings of anything. And you think about like, let's think about one hit wonders or a band that is like all of a sudden, in just six months from now, they're going to be the hottest band on the planet. And they were. They're not hot yet. And they're in the garage recording their first time at this song that's gonna be a big hit. Right? And imagine if they could, you could listen in on that. You would want to capture it. Because now, six months from now, when the whole world knows about you, they want to go back and listen to that. So you've got it now and it's going to grow that way. You know, just getting it on. It's almost like with, with your. I've been thinking about it like the Blockchain, in a way. It's almost like getting it on the ledger, right? Like your ledger of. You've got this collection. When you start, when your audience does start to build and you do get. People are going to want to go back and capture, you know, well, and.

Let'S, let's speak to ledgers.

Yeah.

You know what a really good ledger is?

What's that?

Apple.com. okay, now, what are one of your favorite keywords? Dean?

Marketing, of course.

Okay, so if Dean had a podcast name with the word marketing in it and that podcast was@apple.com.

I like where you're going with this.

How cool is that? And what if Dean had 500 episodes, each of which had their own page@apple.com? oh, and by the way, that's a good ledger. But you know what another good ledger is? You see, when people search Apple, they're at Google. You know what Google is? People who don't want to pay for information. You want to know another good ledger? Amazon. Yes. And you know Amazon. Amazon is a search engine for people who are willing to pay for information.

That's true.

What if the word marketing and podcast came up in search results on Amazon? What if marketing and podcast came up in search results in Audible and Google and iHeartRadio, you know, and Deezer. Let's not forget Deezer, people. A Deezer's in German sometimes gets us more traffic than well deserved. But the fact of the matter is part of that ledger, part of the content. Now, does Apple say how many people visited your marketing podcast versus somebody else's marketing podcast? Nope. So, Paul, you're saying I could create a show with a nice piece of art targeted to my audience and tell people, yeah, Apple's promoting me@apple.com right now. Google's promoting me@google.com right now. Amazon's promoting me@Amazon.com right now. I heart's promoting me@iheart.com right now. It's kind of cool. It's kind of cool. You know, Denise asks here, do you need to advertise the podcast to get the right fit to watch? Yeah, got to advertise the podcast. You know, a podcast without promotion is like a billboard in your basement. However, part of the marketing process, as seen on Apple, as seen on Google, as seen on Amazon, as seen on Audible, you know, and the list goes on and on. So these are pretty cool ledgers to be on. And you're there by default.

Let me ask you this, that you, I. It never dawns on me to advertise my podcast. So let's talk it out because as a marketer, my. I know we talk about your podcast getting leads. You still, what I'm really saying what we really want the Most valuable thing for me is an exchange, an email address so that I can communicate with somebody, right? So that I can have a two way communication with someone. Turning, I call it turning an invisible prospect into a visible prospect. Cause that's where it all happens. So all of the lead generation that I'm doing on the podcast is driving people to a page where they can come into my email world. So at the end of every episode we use a audio signature like the equivalent of my email super signature saying, you know, and that's another great episode. If you want to continue the conversation, go to morecheeselesswhiskers.com or go to ilovemarketing.com you can download a copy of our breakthrough DNA book. You can, you know, and then I say, you know on be a guest on the podcast, try our profit activator scorecard. See how the profit activators or growing or slowing your business so always leading to them coming to, to do something, right. And that way I look at the value because everything I can, I can look at all the monetizing really happens from within the email world.

Right.

So how do you think about the, you know, the podcast? Like to me it seems and maybe you have a case study or you have something on. If my goal was to build email addresses, build email address leads and I can get those leads for A$50 or $2 by running Facebook ads to my exact audience or Instagram ads and having them download the book and then now sending them in this loop where they're constantly getting all the podcasts. So coming that way to the podcast, separating the lead gathering from the relationship building and the converting, how would it look and do you have any case studies to show comparatively going the other way like starting with the podcast as.

The.

Promoting the podcast to then get the email.

My favorite case study ever in this is our mutual friend and perpetual 14 year old good boy from Clickfunnels, Russell Brunson himself. Okay, okay Russell. One day the podcast shoots up the charts. It's like number one and two in business, like day after day after day. And I'm looking at social nothing. I'm looking at the email, nothing. I'm looking at paid ads nothing. I'm looking at the topic nothing. Why is he number one or number to? The only thing that was going on at the time was I was getting a lot of emails about this offer that he was doing.