Tips For Getting Your Audience To Show Up For You With Scott Carson From Podcasting Business School With Adam Schaeuble

Hey there, pod pals. Before we dive into today's episode, I wanted to blast out a personal invitation to my next Pod Pals Zoom Party. This is a free Zoom Chat gathering of all my best pod pals from across the podcasting universe, where we share podcasting tips, show growth and monetization tactics, and you get to network with podcasters of all experience levels. Did I mention interview swaps?

We do a ton of those.

At our last session, one of our participants got booked for five interviews just by networking within the group. So head on over to www.podcastingbusiness.school and get signed up for our next Pod Pals Zoom party. These are 100% free and all the cool podcasters are doing it. So I'll see you at the next party.

What's up, pod pals? It's your buddy Adam and you are listening to Podcasting Business School. It's the show where I teach you.

How to love your podcast like a.

Hobby, but build it like a business. And today, truly one of my favorite podcasters, my favorite pod pal, Scott Carson from the Note Closers show podcast. He's been on the show back in the day, but that was more of a talk about his show and his podcasting journey. We're going to dive into business today because this dude cranks some business and he knows what he's doing. So I can't wait to dive into the conversation. Scott Carson, welcome to the show.

Hey, man, I'm honored to be here, brother Adam. Excited. Doing some great stuff out there. Love it, love it, love it. Glad to be here, man. It's too bad we've been seeing each other. You usually see each other in person at different events now. And hopefully here in August, we can be hanging out in Nashville, having some good barbecue, you know what I mean? Or listen to listen some live music. So glad to be here, brother.

Dude, there's a place in Nashville I'm going to take you to breakfast because my sister lives there, so I know the little spot. So this is like a famous spot. I can't remember the name exactly of it, but they have a seven course sit down breakfast family style. And the last course of breakfast is fried chicken. And it's amazing.

You know, we should get a group of a group of our pod pals and go for breakfast. We should do like a big group to do it. That would be a lot of fun.

It'll happen. Or it could just be me and you and we get embarrassing.

Either way. Either way, no one else gets to.

Sit down at our Table. It's me and Scott. Back off the biscuits.

It.

It could happen. So. All right. If we do invite other people, they will have to opt into my email list to be invited. That's the only thing that's.

So if you're listening and you want to go to Nashville, you want to get on the breakfast line, opt into Adam's email right now and say, send in the keyword bacon.

Bacon. Go to getbaconwithadam.com.

That'S right. Keto friendly breakfast.

Always thinking about the marketing. All right, Scott, like I said, I'll link to your first interview where we talked about your background, getting in with the note closer show, having a niche down podcast. We talked about all that stuff. But I want to talk about, like, I want to kick it off, talking about kind of mapping out the various ways you're using your show to earn income and grow your business. So can you kind of just map out that web of, you know, you put out episodes. How does that lead to business or business growth for you?

So the number one thing is something you just said a minute ago. Just 30 seconds, really. But marketing mindset first and foremost. And that is the number one thing, I think, that separates me from a lot of people. It helps me dominate my niche, especially in the real estate space. And the space is always approach each day. What am I marketing first? Okay, it's not, oh, I got to get around to marketing the last minute. It's always, I can market myself first. And that's the beautiful thing about the podcast is most people, you know, they get a podcast, they do 10 episodes or five episodes. They got 100 downloads, and it's mom downloading 20 times each, and they're like, hey, I need to get sponsored. Well, this is. Your mom's got some sponsors of people she works, but nobody's gonna sponsor your show. So my biggest thing is I've always been my number one sponsor. And that's the thing I look at, you know, we. The big thing about podcasting is it should become on the pitch, pitch, pitch, pitch. Because if you do that, you're gonna turn off all your listeners and nobody's gonna be listening because it's a constant p. I mean, we've all been to those events where you get like 20 minutes of content and then another hour of pitch a thon. You know, run to the back of the room and sign up for this shit or the infomercial that keeps dragging you on to the end. You know what I mean? I had Dean Graciosi on my Podcast recently, I had to give him some shit about that stuff with the late night infomercials a little bit. So that's why I bring that up.

That's awesome.

So the biggest thing that we do with the podcast is just to deliver content. It becomes a daily, weekly orgy of content, as we like to say, and giving them, giving our listeners, whether it's me talking about a topic, a niche, or answering a question somebody asked me in an email, or you know, a conversation I've had with students or stuff like that, trying to basically answer FAQs. And then we also. The other split is bringing on people that can add value to my listeners, whether it's a vendor or somebody that's in a similar niche or something like that, because that adds up. Now here's the thing. When I bring on somebody who's a similar niche, I become an affiliate of them. All right? So that's one big thing that everybody can do in monetizing your podcast is affiliate stuff. You know, you don't have to pitch anything if you don't have any sell. But you can definitely do the soft pitch or the soft, you know, referral to somebody else, use a referral code, a discount code and get, you know, I have affiliates are anywhere from 25 to 75% somebody else's product. But the big key is I never recommend anything that I don't use personally or somebody that I don't trust personally. You can't violate that. I mean, there are other people out there that will sell their soul in email with a different affiliate promotion every week. And I'm like, you know, that's just a crappy way to do business. So that's the biggest thing. We offer classes, we do software, kind of soft sells. We do a class once a month called Note weekend. Every third Saturday it's 49 bucks. We'll get 20 to 75 people to sign up through that throughout the month. Then we, every quarter we do a three day class. That's not 49 bucks, that's anywhere from like 400 to 700 bucks. And that, you know, we'll get, you know, 20 to 70 people part of that. And then we'll then offer up our high end coaching at 15 grand a pop. And we get people that opt in off of that. So that's kind of the, the product line that we have. Everybody should have some sort of thing. Now. We obviously have money that comes in from affiliate splits. You know, we get checks anywhere from 100 to 400, you know, on a regular Basis. I got one affiliate that I've been getting paid on from a podcast I did three years ago with them. I still get checks in Nice pretty much. And so that's. That's the biggest thing. Any type of software that you use, but Zoom or Squad CA or Repurpose IO or Restream or anything like that, get you an affiliate code with those because you're going to have enough people that ask about it. And so one of the easiest pages to start off with, or if you have a website. Everybody needs a website for their podcast. It's just, it is what it is these days and not your itunes or, you know, FM radio, whatever it might be. It has to be a true website. But you may want to have your resource page, which is valuable, and you can put all your affiliate links and codes, maybe do a short little video on each, what each one is and how it's used. But that's a great way to kind of start driving revenue and making money to begin with. If you don't have your own classes to sell and don't know where to begin with other people, I always believe, I think you need to do a solo show or do all about you your first few episodes, whether it's 10, 20, or 50, before you bring somebody on so your audience can get to know you, they like and trust you, build rapport. But after that, you know, then mix in. You know, it also. It's also going to depend how many episodes you do a week or per month on what you can promote. And I don't think you should be promoting more than half the time.

Yeah, well, there are a couple of things that I want to take the highlighter out and highlight, Scott. One is that offer sequence that you laid out. A lot of people, I kind of view it as like a funnel or a journey versus a table. A lot of people just set the table and it's a buffet of offers and it's like, and Here are the 12 things that you can pay me for. But with what you just laid out, it's like, if they do this, then they could upgrade into this and then they could upgrade. There's a flow of. They attend this workshop and then we will offer the 15K. But you're not just going on the podcast, going, sign up for my 15k offer. You know, like, that's not. You're not offer puking on people. Can you talk about that a little bit?

Yeah, you, you. They always talk about the journey. You want to have a customer journey. And it starts off with Getting to know you, it's kind of like dating, you know, Rarely do you meet your wife or spouse and then go straight to the altar and get married. Right? You got to date a little bit. You go out on the date. It might be a movie, something like. Then it might get a little fancier to a fancy restaurant because you're hoping to get some, some. You know what I mean? All right? And then it's after a while, you know, we all know there's those one night stands and those one night stand don't really last long and you don't want to be a one night stand with your audience. That's a whole new analogy. We can do a whole show on the one night stand podcasts. All right?

We just have pod sex. I don't know.

But you think about it. Think about this. What was it? What was. The anchor is loaded full of one night podcast stands. I mean 70% of their, their podcast and they're all one episode wonders. I didn't do anything. So you just start, start a journey. My one day class is very kind of simple. I mean it actually starts before my, my one day podcast or my one day show called My weekend. It starts with the podcast episodes providing content. It starts with our YouTube channel and throwing videos up there. It started for the last 10 years in that we do a webinar every Monday night called Note night in America that I've been doing for 10 years. And we've turned that into a spot cast of the note closure show. And so it's when people sign up for something, they know they're going to get value. They touch their feet. We actually call it the Cliff Notes version of Note investing in one day class at 49 bucks. And I'll drop that to half price or even like if somebody's listening to me on Clubhouse and they connect with me on Clubhouse, I'll give them to it for a buck, okay? I don't sell it. The only thing I give away for free is videos and an ebook, okay? I don't give away classes for free because free has no value, you know, and you'll get price pigs and what a price pig is. This goes back to my radio DJ aspect. In the days when I was in radio back in college, we would do those live remotes around Citi promoting, you know, new car dealership or something else opening up, you know, smoothie king. And you would have the same people show up every promotion to get bumper stickers, free T shirts, free drawings or like that. And they're price Picks, they're not paying anything. There's nothing invested on their part. Yeah, they're just taking everything. Okay. Trying to eat from that trough. So I don't do free tickets because those people that will show up for, first of all, they're flaky. You'll have less than a 50% attendance ratio. If somebody's doing something for free and there's no investment in their part. So that there's no investment, they're not going to sign up for anything you're offering. If you're running an event or trying to put butts in a seat, you want people to show up. You don't want to have be speaking to an empty screen or empty audience and go from there. So that's the thing. We give free stuff ahead of time, but not when it comes to classes. We always charge. And then you want to have that intro class, which could be for many people starting off podcast and you could get three or four of your peers together and do a one day class where everybody's speaking for an hour, hour 15. Kind of like what you've done with your, when you're doing your Instagram lives for an hour with three people on for 15 minutes. That could be kind of a simple thing. And then that leads into a bigger, more intense and you want more buy in, more investment on the people showing up. So a three day class, you know that's, that's 500, 600 bucks. But those are serious, you know those, I know those are gonna be serious people. They're gonna 10, of course they get you know, five times to 10 times that in value and replays and other things like that. But then you start bringing on other speakers for three days if you need to do that. And then they're offered to sell, you know, offer their stuff. You know, they get an hour 15 speaking spot. They've got to provide quality content for at least 50 minutes and then 20 to 25 minutes of offering and answering questions. And you should always take 50%. If you're doing the promotion, take 50% of what somebody's selling because otherwise they wouldn't have that spot and go from there. So that's just kind of thing. And then of course once people go from there, there's a nurturing of people that are paying for a class. We always try to talk with them. We use our calendar Link to schedule 30 minute one on one calls with people, you know, before, during and after. We also during our three day course, a lot of times we'll offer some coaching around that Two weeks preparation, free event coaching, and then two weeks post event coaching.

Nice.

And that helps us sell that higher end. 15,000. Cause they're like, whoa, if Scott's doing this for 400 bucks or 600 bucks, man, he's going to really overwhelm us and really kick our ass in a good way if we're paying that 10 to 15,000 for that high end stuff. So it's all that journey along the way and some of the best things we've sold is stuff that we just came up with an idea and sold it and then we built it afterwards. You know what I mean?

Yeah. Well, you listen to your audience and you're like in the trenches doing, going through these experiences with them and you're an idea guy like me so that, that I do the same thing. I'm like, I just see this pain point that just keeps rearing its ugly head. I'm like, I gotta create something to solve this thing. And then that they tell you exactly what to sell them. Now I had Michael Neely on. I know you know Michael and what you're reminding me of with the customer journey is he mapped out like price points and said, if I'm going to charge X, I need to spend this much time with my people to be able to justify that offer. So like if I do a three day weekend retreat, I feel comfortable pitching a 10 to $15,000 offer. It's. If it's a 30 minute workshop, it's going to be a 197 offer or something like that. And I feel like you map that out really well. And you're a really great example of like, okay, I'm not just gonna tell somebody to buy a 15k offer since they listen to my free podcast. Like that doesn't make sense. And we're not gonna have good success with that.

Yeah, if somebody's gonna spend some money, you gotta spend some time with them. Like my 15K, it's eight weeks of Zoom calls, one on one, and then they can call me. Basically anytime we schedule a phone call, they've got a highlight into my schedule. And then we spend two days together in person and then two days via Zoom together in person. So it's intense. But they're like family. I turn people away from that just as much as I try to sell people into it too. Because people I want to do this and I talk with them like, you're not ready for this. You know, it's a downsell into a class.

Yeah.

You know, or people that don't can't afford the 15k, the high end coaching. Then we do a downsell into our 97amonth membership. You know, it's kind of an all you can eat, you can retend any class, you get VIP seats to our virtual events, you know, all the replays, you get some bonuses and stuff along the way. This kinds of other things. So we offer that as a downsell in case we can't make that next step up, which is good to have. And we keep it very simple with that. Basically it's a basecamp group that we just dump links into when we're scheduling things. And so it's an easy message board where people can post or we can just make it one easy drop a link and it goes to everybody's inbox on the weekend class this weekend or the special class taking place in Houston, my buddy's doing that, we thrown in there and stuff like that too. So you know, just listening to, you know the biggest thing is listening to your audience. And if you're starting off, one of the easiest things to do to start off with, to listen is just go to your peers or people that are in your field that have similar kind of things and looking at their website and many of them will have FAQs like frequently asked questions and that like is your groundwork for your first 20 episodes. If you can't think of something, do an episode in FAQs then also if these, your peers have a podcast or something like that, then look at, you know, look, I like if they're doing a video, it's much easier to tell what's done. What's gotten more traction video wise on YouTube than it does listening to podcasts. Because you can't tell if oh, this one podcast is a thousand downloads versus thousand plays on YouTube. So go to YouTube, look at their page, see what's done really, really well and use that to help you promote stuff. Like right now I know that my number one video on my YouTube channel is about owner financing notes. Okay, so we always, when we do an event, we always want to have that. And the second one which has been surprisingly is about like Airbnb rentals with somebody and that just is always doing really well. So we know that we need to have those two speakers attend our three day event or a mid year conference that we post on virtually because that's going to drive a lot of traction to what we're doing. And so we look at okay, what is doing well, what didn't do well, what didn't do well. Okay, you know, I think you use tubebuddy. Don't you use tubebuddy a little bit for your YouTube channel? Or. No, No, I don't.

I don't do anything on YouTube.

Oh, my gosh. We gotta get you on YouTube. Okay, that's the first thing don't do is you have. Look, it's so easy, especially since you're recording this on Zoom. The audio is great, but throw it up on YouTube, it takes you just a few minutes to upload it there. And it's the second largest search engine. And. And what we found, too, we found too, especially with COVID that our listens dropped off, but our YouTube video plays skyrocketed.

Interesting.

You know, and so if you're not an only. I know this is the business of podcasting. I love you. I love you. Nothing but love for you. But you got such great stuff on there. Like the last night with the pod pals thing, stuff like that. You got to be throwing that up on YouTube because that's gonna just generate other extra stuff. And like, 26% of Americans listen to podcasts, but that means 74% aren't listening to podcasts. You're missing out on three fourths of your audience, potentially. So you want to post. That's another big thing I'm a big proponent of. Post everywhere that you possibly can. Yes, audio is great, but everything's going video these days. So you got to have some sort of video aspect of what you're doing then that helps build rapport. People see that you're genuine because they can look in the eye via video. And, you know, I'm gonna put it up on YouTube.

I've been guilted into it by Scott Carson. Damn it.

You know, we can help you with that pretty easy.

I gotta start a YouTube account now. One of my favorite Scott Carson quotes that, it really stuck with me. Cause it's very accurate. At one point, we're talking about events or something, and I think somebody was bragging about how many people they got to show up or something. And you were kind of like trying to put them in their place. And you're like, shit, man, I can fart and get 50 people to show up to sniff it if I want to. Like, I was like, that is amazing. But it's true. Like, you are a great recruiter.

A great.

You get people. People show up for you and your stuff. Then you just listed all these workshops and virtual events and stuff that you put on, and people show up. And I know there's a lot of people Listening in that are like, I suck at recruiting. I. I can put on a great thing. I'm really confident in what I can deliver, but I can't get people to show up for that. So can we talk about just some of the ways that you organize your efforts around that? Like what. How do you figure out what works, what doesn't work, when it comes to getting people's butts in the seats, whether it's virtually or live?

Good question. And I'll tell you this. The biggest success we've had, and I say we. Cause it's Steph. Steph's just as big a part of what we do here. She just isn't as visual or in front. I'm the dancing chicken. And she basically makes sure all the bills are paid. Okay, so make sure my Zoom is on and stuff like that. Or is handling the boarding process for people. So she's just as important. So it's important. You can't do it all yourself. You got to have somebody, whether it's a VA or somebody helping out with it and stuff's not a va but biggest thing we did, and this was over five years ago, we went, we stopped doing actually hotel events. We stopped trying to actually put people's butts in seats and did it virtually. And it came about a big 25,000 plus mistake. We were gonna put on a big event in Houston. And I'm known in real estate, I'm known as note investing. That's my niche. Well, I decided to get outside of my niche. We were gonna do this build your legacy summit, you know, and we're gonna bring in different speakers. I was friends with, talk about, you know, asset protection, 1031 exchanges and this whole four day event in Houston. And we had nobody signed. The only people that signed up was like, my team, okay? And we had hotel blocks, we had dropped 15,000 postcards, you know, $20,000 AV bill, potentially, you know, food and bed stuff. Oh, I was having a heart attack, basically because nobody was signing up. So we canceled it. And I'm like, you know, when you cancel something, like when you fail something, you never feel good about it. But all along I've been doing Monday night webinars, you know, doing webinars every Monday night for an hour. And we're driving from Austin to Dallas. And Steph's like, well, why don't you just do a freaking virtual event? Why don't you just do it via Zoom? I'm like, oh, no, people won't show up for that. And I was like, you know what, Let me give it a try. So I tried it and it said one of my three day workshops, we did it on Via Zoom and it went so smooth. A lot less over. Instead of like an average of 10 grand overhead for an event, we had like less than a thousand bucks in overhead and we had a 90% show up rate, which is ridiculous.

Yeah.

And we still charge and sold decently enough. It's a different sales process for Ihan, but I was like, I don't have. I called my staff, I had a couple salespeople like, listen, no offense, I don't need you anymore. And they're like, this isn't gonna work. I'm like, it did work. Sorry, I don't need you. I'll call you if I need you for anything. They were all, they weren't on payroll or anything. They were always. So I said, I just don't need you anymore. And that's the thing, is that people, when I talk to people at the event, because I called them all up, I called everyone that attended a three day event, said, hey, what'd you like, what you'd like? So they like the fact that they could do it from home. They didn't jump on a plane, they could sleep in their own bed at night. And they missed out on Friday night with the family or date night with the spous. So they saved like two grand. When you look at hotel airfare and costs along the way that they could put that to other things. So that was, you know, I'm not the sharpest tool in the shed, but that was the idea. Okay, so we did that. And that's one of the biggest things that helps us put butts in seats, is just, okay, look, I know you want to go in person, you may not want to do that, but let's. We have a Facebook group, we have a base camp group. We do a whole session online for an hour, hour and a half at the end of each of these events to do online networking where we bring people on and they talk about themselves and we will a lot of times share the attendee lists with people so they don't have to worry about trying to go around, get business cards. They can actually show up and attend for speakers knowing that they're going to get like the attendee list and be able to network with people afterwards. Another thing that's. I think the most important thing is just the consistency. You've got to start marketing things, really, if you're going to do an event, you got to start marketing things. Like almost at least 60 days out.

Yeah.

You know, and here's the thing too. I think the biggest mistake we see happening now in the last year is so many people don't want to do a live event. They want to do pre records and people don't want to sit in front of a computer listening to pre records. They want to be able to ask questions live of people, they want to be able to talk. Too many people are doing free events and they're like, oh, I don't, I, I don't want to, you know, I'll sign up for it, but I won't show up because there's no investment. It's all replays. I'll watch the replays later. We all know nobody watches the replays.

Nobody ever does. That's correct.

You know, he does. So the replays are easy bonus to throw in there if somebody can't make it. But that's the thing. Like, look, if you can't make it, you can watch the replays, but you still got to pay. I'm not giving you the replays for free. You still got to pay. It's part of your ticket. And that's the biggest thing is consistency, making sure that you still offer something unique about your event being live. Online networking, how you're going to get the registration list. One of the things that has always worked well, we do a big event, a three or four day event, three and a half day event actually every like June, July and we've been doing it for seven years now. And it was the first virtual note conference. Not my workout, not my three day workshop, but a true conference. Yeah, we've had 300 to 1500 people be a part of it before. For an online zoom thing for three and a half hours we had two zoom rooms, people flipping back and forth. But we did a survey, a 25 question survey. Not three question survey, three days, three questions intro. But when you have a high end, you want to survey. We got 40% of the attendees to fill out 25 questions. And it was ranging from experience, what are their biggest needs, their biggest goals, you know, their LinkedIn profile, what social media did they use, how do they listen to my podcast, whether it was YouTube, iTunes, whatever it was. So I know where they were at. And here's the big thing as investors, I was like, hey, are you looking to partner with somebody? Yes, no or maybe. And when people said yes, that was like, that's a big private money list for people that other people can connect with people to fund their deals. So that's always a big thing. Instead of it being a pain to fill out, our attendees like to fill it out because they know they're going to get the responses back to them as a way to expand their business. And so just being consistent, adding little things like we created, we create infographics that they can use. We even like imported their own head into the infographic. Recently online, we did a thing like a five day thing called no Kings, no Queensland. And so in the O for note, we put either their Facebook or LinkedIn profile photo so they can use that for marketing little things like that. You know, we do a social media contest throughout the three days and we award a winner with either door prizes and not just like, oh, here's a sticker, here's a good T shirt, or here's a microphone or hey, you got a free class.

Yeah.

One thing we like doing is called something called the Tub of Love, where every speaker throws in something, a book, a class, cash, and we draw one winner to get to win the Tub of Love. And he or she may win like 20 classes, you know, or $80,000 worth of product. And that's a huge giveaway. And I'm like, you gotta be in attendance to receive it. You know what I mean? And you're just trying to have fun. I think that's the biggest thing with people, consistency being live because people want to show up. We're all zoomed out these days so they can be live and actually interact and ask questions. That's a big thing. You know, a year ago we watched Tony Robbins do the first virtual event that he did with like 30,000 plus people all across the world. And it was mind blowing. And I'm like, okay, I got to up my game. I got to add something new along the way. And what's kind of funny, Adam, I got some competition in my niche. People have tried to do online events and they, you know, it's, it's sad because they just try to do the bare minimum to make it work and nobody shows up because they're, they're just trying to do the bare minimum. And so many podcasters out there, when they're trying to launch their podcast or bring business, they're trying to do the bare minimum to make money. I'm like, listen, you got to give 10 times what you're going to be giving of some sort of value to people. Really make it a no braining, a no brainer kind of thing to sign up for. And so go above, give extra if you can, you know, above and beyond what your competition is doing. And people will see that. And just be patient, you know, be patient and give, give, give. As Gary V. Likes to say. Jab, jab, jab, right hook. Give, give, give. And then the ask.

Yep. I mean, Tony Robbins doesn't have a tub of love. That's all I know. Like, that's.

No, because he charges $75,000 for his inner circle and he gets it, you know, 75,000 a year and over like 250 people. Ridiculous.

That's a lot. That's.

And then they fly out and stay at his resorts and his other things, too. So you learn a lot from Tony.

Tony Robbins. I went to Business Mastery Live in, in Las Vegas, and it was amazing. But I'm convinced that he has at least 20 extra teeth in his head. Like, his mouth is giant. His whole head is giant. And I saw him put his hands on some guy's head that was like normal size. And the guy's head disappeared. Like, it's just like there's nothing left.

Like Andre the Giant.

Exactly, Exactly. Okay, so I want to give you a scenario that I'm doing with my Low Carb Hustle podcast show. And I want to see, like, where you think we could add some bells and whistles or where we could improve, because we're doing, we're going to do a quarterly workshop. The show is for entrepreneurs in the low carb space. So personal trainers, online coaches, gym owners in that keto low carb niche.

This is the one that you've got two, three other guests to jump on there.

I've got myself and my two co hosts, and then we're having guest speakers that have been guests on the show to talk about being a business person in the low carb space. So once the goal is once per quarter price point, 97 bucks. It's a six hour, one day on a Saturday thing. Three hours, one hour break, three hours. All right. We're obviously talking about it on the show. We're pulling low carb entrepreneurs up out of our Instagram account for 30 minute, like, spontaneous coaching sessions. And we're dripping those to kind of show like, this is the type of value that we're going to give. There's definitely going to be a tub of love, for sure. Like, I'm not going to call it that because that's yours, but there will be something. Like, I'm going to do that for sure. Like that's going to happen. You know, we're talking about it in our weekly newsletter. Things like that. As far as like ramping it up, do you suggest any like pricing scarcity stuff, Facebook ads? Have you had anything promotion wise that seems to work better than other when as you're ramping up and recruiting for the event?

So as you're ramping up, you always. You can start with an early bird. That's the number one thing is early bird pricing. So at the end of each of my conferences, I sell tickets to the next year's event. You know, normal price is 399. I was like, well, you can get your early bird pricing, which is a VIP ticket for 99 bucks right now. That sells very well now. We're not doing that now. So if you would want to sell early bird tickets to the 97 bucks, maybe doing it for 25.

Yeah, the next one.

Yeah, yeah, 25 and 49 and 99 or 97. Something like that. That would be the big thing. Okay. Your spontaneous coaching, you got to record this. You got to start using video because everybody's so visual about that. Okay.

Yeah, yeah.

And putting those out there as live coaching, I would do. We've done this before is we do a bump sale. Okay. Now you can go to Bumpsale Co I think is what this is. And this is we've done this with some of our launches and it's kind of genius. We start the ticket at a dollar.

You've told me about this. Yeah.

Okay.

I'm really excited to recap this. Okay. Yeah, definitely go for it.

So bump sale. So anybody. Somebody signs up at a buck, the price goes to $2. Somebody signs up for $2, it goes to $3. So it bumps up by a dollar. You can pick the increment. It goes up by 5 by 20. Started at 19. Goes up. We started for $97. 1. You want to start it off at a buck probably. Okay. And have it go up. But have. The way this works is to get people to a webinar to a live like launch. Here's the big thing. Launch getting people and having you three guys plus your guests. This would be something you'd want them to promote as well. To get to their. Into their email list and database and live stream it live as well to your group. You need to have a Facebook group for it too, with your people that are listening and have a free group and then a paid group too. So that's why you start with a bump sale. And when it goes up, it goes up. It's going to slow down at roughly about where people are value it. Okay. So if I'm launching like a new product, a new training, a 30 day training or something like that. I never set a price to begin with. I show what the value is. And I started off at a buck. And then when that starts to peter down, demand starts to slow off at it at 97 or 95 or 125. I know that's what the perceived value is to the people that are signing up for it. So start at a buck and just promote the shit out of it for like a week or two. Say, hey, this is only good for a week, you know, and people will like fight if they're like, oh crap, I missed it at eight bucks. Let me get back. And that's ten dollars now. And I had one lady who called to complain that she didn't get it at $78 for this 5.99 thing. I was like, well, get signed back up for it. Well, she waited three days and by the time it went to 499 and I'm like, you just sat there and bitched about it. I don't want you in the class. I will refund your 499 back because I don't want you to be a part of it.

You wasted your money complaining.

Exactly. That's not what I want. So, you know, start a free group. Start promoting that free group to your listeners because that's the easiest thing. That's your lowest hanging fruit that people will opt into your group. Then you have a closed group for the actual event for your speakers, your VIPs and stuff like that. And then started off at 97. Then maybe you do a 197 post coaching thing where they get, you know, roundtable hour call, you know, stuff like that with people to help them out. Maybe put together, I know you've put together workout plans or things like that in the past. Might be something, you know, they could put, you know, plans together for diets or whatever, meal plans. And then you might even want to get a sponsor to sponsor that.

Yep.

To be a part of that. You know, you may want to have your own keto brick promotion because I know you've done some of that in the past.

Yeah, yeah.

You know, white label some of your stuff. Maybe they sign up for the 97 and then they can get a VIP and then they get some swag in the mail. Maybe it's a hat or a mug with a brick or two, something like that. Stickers go really, really well. People will love stickers because they will put it on there like a brand or a tattoo. To something. So we do a. We've got a 97amonth and we were doing swag bags the first year we did, we'd send out books or things like that. And that's another thing. If you've got somebody who's going to be a guest or speaker on this thing and they got a book, have them donate books as their sponsorship. Okay. So you know, that's what we've done. Somebody's gonna speak on a lot of times we did like, okay, if you speak and you gotta book, you're promoting your book. It costs us money to promote your episode. So give me 100 copies of your book or 50 copies of your book and we'll send that out in our swag bags. Yeah, so that might be something, you know, like that. But the bump sale's always good. Or we'll go back. And another thing you do, hey, sign up for a dollar if you attend, we'll charge your card the Monday after for the remaining 98 bucks. If you don't attend, fine, you just got a buck. You know what I mean? That's worked well in some cases. Refer a friend for half price. That's another one that works really well. Or refer, you know, last minute refer a friend. Bring a friend for free. That's the only free tickets. But they gotta attend and for them to refer, they gotta provide that person's name, email and cell phone. So I can text them as well. Yeah, that's one thing. A lot of people use Eventbrite to collect people register. I don't like Eventbrite. Use a mailchimp or something that's easy enough to do. An opt in. Yeah, Elite Pages is great because you can create an opt in page, grab somebody's information before they sign up so you know if they're interested. Yeah, okay, so get, make sure that. And they always say, well, don't ask a lot of information. You know, oh, first name and email. Okay. But I like to put cell phone number. Ask for cell phone number so that we can send them a text message to alert them when we're starting or promos. And then it becomes an afterwards as well for you.

Nice man. So, okay, the other thing I wanted to pick your brain on is if we do this once per quarter, we're on Zoom. We have all these great guest speakers coming on and all these like topics that we're delivering on. I'm recording all that. I'm posting it, you know, in Kajabi with like the replay. So they have that asset. But I'm like, if we do this once per quarter, we're collecting a lot of really good stuff. I want to package this together and do some kind of like all access. You always get the replay video or like make it a course that we can upsell afterwards, even maybe before like a one year pass and you get all the videos or something like that. What are your thoughts on doing something like that?

Just give the videos as a replay. But what you could do is transcribe it and turn it into a book, the Low Carb Hustle book. And you could use Otter AI, which links into Zoom. And then I'll transcribe like 60,000 hours or you know, of video that you can transcribe and turn into a book, turn into a manual it gives to somebody. And that's valuable because then those are blogs that you can release one at a time on each hour on a full transcribed blog to your website, to your newsletter, you know, or shorten it in half and say for the other half you got to opt in here or something like that. So that's, you know, like we did a 20 day challenge and we. It was 20 lessons on, 20 individual lessons on finding deals and 20 lessons on funding. So 40 lessons total. So that's what we did. We transcribed all of it and we're turning it into its own book. Actually two books. They're not going to be very long. But you don't want a book to be very long. You want to be very easy to read in almost like a single setting, you know, like less than 100 pages maybe, as we call it the toilet library. Okay. Your commode knowledge center. You know, where you're sitting there doing your business in the morning, whatever. So something simple that's. But that's something that becomes a giveaway to the next one. Hey guys, sign up for this one and get our book to last year's event.

Yeah, I love that. I love that. A unique book for the event. That's a great idea.

And then after, you know, after six months, you could even turn this special event, if you've got speakers, turn it into extra bonus episodes on the Low Carb Hustle podcast.

Yep, exactly.

We spun off Note Camp, which is our mid year conference, and we have its own podcast now. Yeah, so it, now, you know, it'll have 30, 35 episodes a year, but that's. It gets released 90 days after we do the event. So nobody gets pissed off about. Well, you gave this away. Well, I didn't give. You didn't. You know, it. It feeds the more people listening after the event, nobody gets upset that we gave that information away because they paid for replays or bonuses. So just, it's like it's 90 days out. We start releasing those like once, everybody, once or twice a week for the most part.

I love that. I love that idea even. Like I, I could just take, pull the audio from one of the lessons and when we're promoing the next one, be like, this is the type of content you're going to get and use it to kind of pitch the next one.

So, you know, one of the things that I would, I would recommend is I wouldn't just do a day, I would do it, I would do a Saturday, Sunday, and do it from nine to five or nine to three. Nine to five on Saturday, nine to three on Sunday. Yeah, we're gonna, you know, you know, fall off. Sunday's a really good day for sales. Surprisingly, in our event, Sunday forenoon is always the best sales days or right before lunch or after lunch. So if you can squeeze it a little bit longer in and add another speaker to that adds more value. And it's not any really extra work on your part. And then do it live, you know, happy hour for two hours the Friday night before. And that you can get off a lot of tickets and offer some bonus discounts or bonus tickets to those that show up for the party but don't sign up for the whole thing.

Right. Such a great idea. Scott Carson, you are an idea man. What, what do you think? Like, I can't let you escape this without posing a question like this, but what do you think? In the podcasting space you have access to tons of podcasters, like I do. Like, where are podcasters in general missing the boat when it comes to earning income from their efforts as a podcast? Or what do you see, like the glaring low hanging fruits, you're like, oh, you could be doing this and you're just, you're just not. Or they're screwing something up. What are your thoughts in that space?

First? First one is affiliates, you know, codes, affiliates. You know, there's different websites out there for sponsors like Podcorn and a few others out there. But if it's not, if it doesn't work for your audience, it doesn't work for your audience. And that's the thing is, and this is, there's, there's two different things now. If your show is in line with what you do on a daily basis and what you're doing and stuff like that, great, then I would, if you're looking for sponsors. Go to people that you refer business to already because they already value you, they're already getting business from you. That's a slam duck to get people to pay you, you know, $500 a month or a thousand dollars a month or something like that to be a part of your show because you're promoting them. Okay. The second thing is, you know, if they won't, if they won't be a sponsor, then offer to come on as a guest and then just promote the shit out of their show and whatever they have going on and then take that information to them 60 days later, say, hey, listen, just so you know, we had 1500 downloads or 500 downloads and the link that you provided, I know that we had 75 people click on it. They clicked on your website, clicked on your link and you know, go from there. Because that's really valuable information for people can see that. And it's like, oh, wow, that's, that's valuable and go from there. The second thing that people miss on this is more of a hobby or a side hustle kind of thing. It's like a passion project. What are your buying habits of your listeners? Like I'm in real estate, so people are buying, you know, they're used to paying $1,000 for a course or $20,000 for coaching or 50,000, you know, in investments and stuff like that. They have a higher price point if yours shows on comics or Marvel, you know, what's the comic book cost, how much? Right. And so you've got to really look at your buying habits of, of what people are doing. I can't remember what his guy is. He spoke at Podcast or PodFest last year as an entrepreneur podcast. He's got a side hustle on rebuilding a Porsche and he's also a big fan of music. And so he has a music podcast on his hustle. But people are used to paying money for new guitar amps. So he goes and finds those high end sponsors that he gets an affiliate cut off any product sales. And so that's the thing. Look at side things, look at your audience. What are their buying habits? You really need to know your avatar. I mean, I know my avatars down to where I call them by name. You know, the guys are Steve, the women are Laura. Okay, nice. Why? Because Laura and Steve are my number one fans that watch and comment on anything that I do, whether it's audio or video, and they fall in line with what my avatar is in my audience. Knowing what you're, it could be Something like something else that they're going through. What kind of issues are your listeners going through if you're dealing with like a single mom's podcast? Well, what are they doing? Well, maybe they need to bring on our friend Kim Seltzer as an image consultant to help him get back in the dating pool. You know what I mean? Kimmy's great at that. And that could be an affiliate aspect with it, or maybe you need to find a dating app that can be that or if it's a single guy's thing, something that can shave their wavos, like, you know, you know, as a sponsor, I got. I got hit up to be a sponsor for clean balls.

Nice.

That's.

I think you should go for it.

I'm good. I don't think my audience would go with it. I would alienate half my audience because half my audience, almost 50, 50 men and women for the most part. So, like, you. You shave your head ball, you might want to find, you know, razors that. That, you know, round, bald head, race. Yeah, yeah, you know, so, but that's. That's it. Look at what your audience is doing, what are they using, what are they doing on a regular basis, and then go find a company that can help you out with that. At least get an affiliate split. You know, I've got affiliate splits with some, you know, technological. They don't have a big budget, but at least they can give me something, whether it's me getting use of their product for free or credits to it or a small kickback of some sort. And that's just, I hate to say, like, be like nascar where you have everything you use is branded on your ass or on the front, you know, you know, front fenders. But it's kind of like that. Look at what your buying habits are. Look at what your habits and spending habits are of your listeners and go approach those people. But you got to get it consistent. You got to have something to show downloads or. I mean, we've got Gabe Alessi, you know, from Podfest and stuff like that. He does, what is it, the members only or none of the plate. Let's play through podcast. He has private memberships for like golf clubs, tennis clubs, and stuff like that. He may only have like 6,000 listeners nation worldwide, but those 6,000 are used to paying and working. And now he's, you know, gets paid to come out and be a consultant for him to help them with their club. So, yeah, you don't have to have a huge audience. Just really add value to the audience. That you have.

Yep. And that's the key and that's something that you are known for. That really is the through line for all your success is Scott Carson brings the value. He's going to show up for you, he's going to deliver. He's going to deliver in a highly entertaining and energetic way. And you're going to walk away feeling like you just plugged into the Energizer Bunny and you walk away going, yeah, I feel, I feel more knowledgeable or energized on this topic than when, you know, an hour ago or a day ago or whatever the starting point was.

So that's why you and I get along so well as we both have that same energy. We have that both kind of servant leadership to our audience. You know, we, it's okay to have fun. Nobody said you had to stick up your ass and not be able to have fun. Okay, have fun, be yourself. That's one of the most genuine things I could tell you. Don't go out and try to be the Joe Rogans or whoever it might be up there. Go be yourself. I mean, that's what people listen to. One of the best books that you could read is Tribes by Seth Godin. And he talks in there that everybody, we all have tribes, whether it's our family, our friends, our co workers, the PTA people that we go to the gym when, we all have tribes. And people are always looking for leadership in those tribes. So lead, let them listen to you versus something else. And a quote Michael Douglas from the American President. In the true absence of true leadership, people will listen to the loudest voice. Okay, so go out there. Don't be afraid to say something. Don't be afraid to lead. You never know. Ask your audience, hey, you know, if you get crickets back, ask somewhere else or go ask peers out there.

You know, Beautiful advice as always. Scott Carson. Where, where can people go if they want to talk with Scott Carson?

Say they can go to talkwithscottcarson.com There it is. That'll link people directly to my calendar and you can book a 30 minute phone call. We can talk podcasts, real estate, monetization, whatever, man. I'm always glad to give somebody 30 minutes and help them on their way. So that's talkwithscottcarson.com or check out our, check out the podcast, the no Closer Show. And if you're listening to this, you know, you need to hit that subscribe button over there and follow. And maybe it's not subscribed, maybe it's follow the, you know, the podcasting business school and make sure to leave Adam a five star review. You know, he's kicking ass, taking names and delivering content every time, every episode. And we love to get that type of feedback. So whether you like it or don't leave a feedback, make sure it's a five star only and it'll help Adam on his journey and our journey as well for you.

Or even like a seven star. I'll take that.

You know, like just they could type that in. They can put seven stars.

Extra stars. Extra stars. Scott, dude, I appreciate you. I appreciate how you show up in the world and I just can't wait to see what you do next, man. I'm always following what you got going on in your, in your business and I appreciate you spending some time with us here today, man.

Anytime, brother. Glad to be here. Honored as always. Man, I can't wait till we hang.

Out sometime soon in real life. All right, pod pals, lots to chew on, lots to think on here today. And I'm going to send you out as always, wishing you health, happiness, and many downloads. We will see you on the next episode.

Hey, pod pals, thanks for listening to today's episode and supporting the show. I'd love to connect with you on our next Pod Pals Zoom Party. My podcasting journey really took off once I was able to start networking with other podcasters. And that is exactly what I'm facilitating for you with these free bi weekly zoom parties. Head on over to www.podcastingbusiness.school and hop on the calendar for our next Pod Pals Zoom Party. You know you want to, so let's do.