Are you just starting out and are looking for ways to market your business? This is definitely the podcast for you! In this episode of Power Your Profits Podcast, nationally recognized speaker, writer, and founder of TurnKey Podcast Productions, Doug Sandler share creative and proven effective strategies for building your podcast so you can get your message out there, build a community, grow your influence, and actually get your output monetized. Join in for some solid tips!
—
Watch the episode here
Listen to the podcast here
Proven Effective Podcast Strategies With Doug Sandler
Welcome to this episode of the show. Our guest, Doug Sandler, is an entrepreneur and podcast industry leader. His book, Nice Guys Finish First, is a number one ranked bestselling Amazon book. As a podcast host of the Nice Guys on Business, Doug has interviewed Gary Vee, Arianna Huffington, John C. Maxwell and a dozen of other celebrities. Doug is a nationally recognized speaker, writer and Founder of Turnkey Podcast Productions, providing podcast production, editing and launch services. His Nice Guys Podcast with over 1,000 episodes has been downloaded 3.5 million times in more than 175 countries. Please welcome my guest, Doug Sandler.
—
Doug, I am so excited to have you. Our community and I love you. This is such a hot topic. Many people have podcasts and many people don’t make money from podcasts. I was watching a little interview with you and JJ. She said that 100% of her money comes from podcasts, which if that right there does not pique your interest, pay attention. If you want to launch a podcast, do this before you launch a podcast because we have some special juicy nuggets for you. Doug, welcome. Tell everybody who you serve and what your magic is.
Thank you so much, Susie. We serve early-stage entrepreneurs and mature entrepreneurs that are trying to figure out creative ways to market their business. I can’t think of a more creative way than podcasting to get your message out there, build community, grow your influence and make some money. Many people don’t make money in podcasting. It’s over 90%. We want to change all of that. I love the idea of changing that with your community at the lead.
Tell me what your business is doing and how is it unique? There are so many different podcast people out there. What’s your secret sauce? Why do we go with you versus some other random person?
Anybody can go to Google and type in podcast launch and probably get eight billion results in a split second on how to launch a podcast properly. The challenge that many podcasters or people that are about to launch podcasts have are once you launch a podcast, then what? Where we try to create that unique selling and value proposition that we want to provide to those entrepreneurs either at the beginning stage or late stage is help them to turn the corner on monetization.
The challenge that most people have is when they have this podcast, they’re like, “How do I connect this thing to my business? How do I make money with it?” That is an area we have struggled with for the first couple of years and worked out the process. We have this process that’s been in place for years. We know it’s tried and true. We’ve launched over 300 shows using this strategy in play. It works and we’re happy to share that with your great community.
How do we measure the effectiveness of that? How are you monetizing that? Give me some examples of what that looks like. A lot of people talk about it but how do you use it to monetize it?
When most people hear the words podcast monetization, they go to 1 of 2 avenues which are sponsorship and advertising. Unless you’re Joe Rogan, Tim Ferriss, Tony Robbins or Ron Burgundy, chances are better than not that that’s not the way that most people are not going to bring the community of thousands, if not millions of people, to the podcasting space already.
We teach people the Guest to Gold Strategy. It teaches people not to just focus on the community that you’re growing that’s listening to your podcast but on that guest seat. How can you bring a guest onto your show that is closely aligned with the message that you have to offer? Do a joint venture partnership with them. Provide your services to that person that’s sitting in the guest seat. Work out a way to have them be an affiliate, meaning they have a product or service that complements but doesn’t compete with your product or service.
Guest a referral source, which is a huge opportunity that so many podcasters are missing out on. I pre-qualify the people that are sitting in the guest’s seat to bring those four pillars of monetization to my show. We also focus on how we can monetize our audience. “How can I sell services that I already have in place or am I thinking about creating and selling those services to the people that are listening to the show?” It tends to be the long-tail approach to making money with podcasting. The more immediate approach is the Guest to Gold Strategy and those pillars that I was sharing with you.
Let’s talk about it as a sales tool because you use a podcast as a sales tool. How do you leverage that so people get to know you? Most of us think of a podcast as one-dimensional. I get interviewed or I interview and then we’re done.
Let’s talk about a triple win, a win that’s good for you as a business owner, a win for the guest that is sitting in the guest seat and a win for the person that’s listening to the message that you’re putting out there. Who’s in your audience? Who’s in your community? Is it coaches, authors or speakers? Is that typically somebody that’s in your audience?
They are entrepreneurs who are experts in their field and leverage speaking and offer to highlight what they’re up to in the world.
Let’s talk about the PhD person, the one that has the best speaking platform that wants to be able to share his message with a larger community and podcasting is the tool in which he’s trying to get his business. I could focus on sharing my message with the community and waiting for somebody in the audience to raise their hand and say, “Dr. Smith, I love what you’re saying. Can you come out and talk at my conference?” The problem with that is we’re leaving the audience in control of when it is that they’re going to connect with you and say, “Come on into my audience and share your message.” Instead, let’s find someone that is potentially in need of your services and put that person into the guest seat.
[bctt tweet=”Focus on doing stuff within your zone of genius.” via=”no”]
We’re doing a couple of things. We’re sharing that guest’s message with your community. Your community is learning from the guest’s message because somebody that’s buying my speaking services as a doctor probably also has a great story to share for your community to hear. You’re serving your community by sharing the message of the person that’s sitting in the guest seat. You’re also going to work through what I call the need of the guest that’s sitting in that guest seat.
You’re going to talk about their wins and victories, the things that they have done well, their accolades and all the stuff that they’ve done to become successful at whatever it is that they do. One of the questions that we’re going to ask is, “When it comes to the conferences that you are working on or the subject matter that you’re dealing with, what are some of the things that you’re still struggling with? What are some of your initiatives for the upcoming months or years?” They’re about to tell you what it’s going to take to fill your services into that person’s pocket. They’re going to say, “This is the stuff that I’m still working on.”
If you ask your questions properly, you’re going to gear your questions towards what it is that that person needs. They’re never going to see it and they don’t know it as a sales approach because it’s not a typical salesperson prospect dance. This is more of an interview-based selling or relationship selling. You’re going to have an opportunity to ask this person questions and because you both have a microphone in front of you, you’re asking them questions and they’re going to tell you the truth.
If I was to call a prospect and say, “I am a keynote speaker. I have a great message. I’d love to bring my message to your community. Do you have any open slots for your speaking platform at your next conference?” Chances are better than not that if you can even get through to that person, they’re probably going to say, “That’s such and such’s responsibility,” or they’re going to deflect whatever it is.
However, if you say, “My name is Dr. Smith. I’m a speaker that works on behavioral sciences. I have a message that I would love to be able to share with you. I know that you have a great message based on what I’m reading about you to share with my community. Would you be open to sharing your message with my community of listeners for my podcast?” There is a much greater likelihood that that person would say yes to at least starting the early phases of a relationship with you if you ask it that way as opposed to asking it as a salesperson coming across to them.
I’ve used that strategy for probably 900 to 1,000 interviews over the years of my podcast. If you handle it properly and eloquently and you don’t come across as a bait and switch or somebody that is trying to maneuver your way into their back pocket so that they pay you money to come and provide your services to them, you have a great opportunity to build a relationship with that person.
The challenge is that most people feel like the only person that should be served in the process of building a podcast is community listening. What I’m telling my clients is that it’s not just the community that should be served. It should be your business, which is keeping the lights on and that guest needs to be served too.
It’s up to me to pre-qualify people that sit in that guest seat before I even allow them to come into the guest seat. I want to make sure that they, number one, have a great story but secondly, have an opportunity to need potentially what I am selling, whether it’s directly selling the services to them, maybe using them as a referral source or finding out that they have a product or service that complements mine.
Imagine putting somebody in the guest seat that runs a conference that says, “Not only do I think that I would be a good person to share my message with your community but I’m going to help you sell tickets to your conference.” When you do stuff like that, it’s a win for you, the guest and your community as well. What greater partnership is that in the podcasting space that you can create.
It’s much deeper than what the average person uses their podcast for. Let’s talk about it as the launch tool. How do you use your podcast or coach your team and clients to use it as a launch tool?
Are you talking about how we use it as a product launch tool or the podcast launch itself?
Podcasting as a launch tool.
There are a few ways that we can use podcasting as a launch tool. If I have a new product or service that’s coming out, the obvious way that I can use it as a launch tool is by sharing my products or services with the community that’s listening. If you have a brand new podcast, you’re going to have a small listening audience but you still have an opportunity to share a message with a community that’s listening.
If you have a launch that you have coming up and you have a specific product or service that you’re introducing, use your podcast as the platform on which you’re going to create all of your content. If you use your podcast and you do the video, you can start to slice and dice all that information up. You can create social media ads with that. You’re creating a platform that you’re driving all of your traffic to. If you put all of this content on your website, it’s another element.
People tend to consume content differently. Some people love it in video format. Some people love to listen to it in their ears. I don’t know if anybody loves to get emails but people are getting emails. We have to set a 5% to 10% open rate. What we want to try to do is get as many different resources in the path of a person that is potentially a buyer of the services that you have. If you’re doing a launch, that would be a great tool to use. Podcasting is a terrific tool for product launches.
When we launched our podcast, we did a whole media tour around the podcast to get that exposure and quick wins. We want to look at how you’re leveraging, monetizing and impacting. This is a bonus. Doug and I are in a group together so I know Doug but I’m like, “I want some more meat.” We gave you 3 of the steps that you can make money in a podcast but he’s got 2 more. I’m going to give you a bone and the five ways to make money on a podcast in a mini-course. It has this great PDF along with videos with Doug and JJ.
Many people are struggling like from Zoom fatigue, COVID fatigue, pandemic fatigue, recession and the scary war. What’s your secret sauce for not paying attention to that and staying in action and growing? How are you staying focused, still making it happen, getting rid of the noise and being hardcore?
I appreciate you calling me hardcore. I usually get that I’m such a nerd. For me, I did want to stay in my zone of genius. I wanted to do what I love doing which is talking about the products and services that I have and building relationships. I didn’t want to do all of the other stuff. In my case, I didn’t want to have to learn how to launch a podcast and go through the entire process with all of the editing and distribution. I wanted to create content.
I wanted to focus on doing the stuff that’s within my zone of genius. I didn’t want to spend 40 hours a week doing other stuff. The way that I’ve been able to maintain whatever that hardcore status is if there is any status that’s out there is by staying within my zone and my zone is building relationships and sharing the knowledge that I have.
I’m sure many people in your community can relate. When you start to step outside of the stuff that is your zone of genius, you start to get fatigued. If I ever find myself in a spreadsheet, doing accounting or in systems development, the IT that’s out there, I’m in the wrong spot. That’s why I’ve brought on people. You teach this as a part of your strategy in building a business right. We put a team next to us, beside us and along with us. If I’m spending time doing things that are not within my expertise, I get tired quickly.
I get annoyed when things don’t work in my favor. I feel like a failure when I’m not able to put something in the win column. However, when I’m able to spend time doing my relationship building, selling and the stuff that I love doing, I find that number one, it takes me less time but secondly, I have greater success. For me, being hardcore, as Gay Hendricks would call it in his book, The Big Leap, is to stay in your zone of genius.
The stuff that comes easily to us, we think that everybody has that talent. The challenge is that very few people have the skills and unique value proposition that you are offering. Get out of the stuff that you don’t do well. Stay in the stuff that you do well. Lean into that and let everybody else do the other stuff, which is why we’ve done stuff like we’ve put together the entire backend of putting a podcast together, the editing, the distribution and the launching of the podcast. Most people want the results that the podcast can offer but don’t want to do the work that’s required to become successful at it so we’ve taken all that off their plate.
You’re either going to do the work. That’s going to cost you time and money because you don’t know how to do it and you’re going through a learning curve or you hire someone to do the work that’s an expert. It always seems more expensive up front but in the long run, it’s always more cost-effective. It’s like me trying to build a funnel in Infusionsoft. It’s not my zone of genius. Can I do it? Sure, but how many days would it take? We always talk about the highest income-producing activity only you can do and do that. I love that you’re reiterating. You say it a different way but it’s all the same.
The same thing is with course creation. You have all the wisdom that needs to go into the course but is your time best spent building an email campaign or online course? Probably not. It does cost you money upfront to do that stuff but the ROI that you’re going to get from that would greatly offset the labor that you put into it as well. I encourage people to stay out of the stuff that doesn’t serve them best.
Find someone that’s an expert in it. Do due diligence. We’ve all done that. There are so many people in our industry that are trying to sell a solution that’s not even a solution. I vetted, talked to and have experienced everyone that’s on this show. I was telling Doug I was stalking him to see if he is the real deal. It’s scary as an entrepreneur. We’ve got limited funds to turn that revenue stream on.
I challenge everybody that’s in your community to look within the community itself. Susie has created this great community. I bet some people are in the community that you are meeting with regularly that can do the stuff that is not in your zone of genius. Keep all the wealth within your organization. Wealth begets wealth. The rising tide raises all ships. The chances are much better if you work within the community that that community will come back to repay you as well.
One thing I love about this show that’s slightly different from other people’s is we talk about the real stuff. To grow a business, we’ve all been knocked down, dragged and had bloody elbows and knees. Many times, we teach on our mountain tops. We don’t talk about the reality behind the scenes. Some people call them failures. I call them learning lessons.
It could be in 2022, since the pandemic or in the beginning, middle, end or wherever you’re at inside this journey. What’s been that experience for you? What was the thing that humbled you and you went, “I wish I knew then what I knew now,” so that maybe we can glean from that and not have to do that?
[bctt tweet=”You have to really be consistent in the game and you will be successful no matter what you do.” via=”no”]
I had two years of struggle. It came down to that. I spent 30 years as a bar mitzvah DJ. I was probably the best-paid bar mitzvah DJ in the DC marketplace dealing in the high-end social scene. I would go out from $5,000 to $7,000 for a 4-hour event and I would do that 100 times a year. I had to start over again in 2000. At that point, I was nearly a 50-year-old guy trying to figure out, “Can I be still that semi-cool guy out on the center of that dance floor doing the cha-cha slide and the booty call with everybody?”
The answer was I didn’t have to make that decision. My market was making it for me. It reduced the number of jobs that I would have a year. I saw the writing on the wall. I went from having 110 advanced bookings to having 70, 60 to 50. Somewhere around 50, I said, “I better start whatever it is that’s going to be that next step in my career.”
In 2014, I wrote this book, Nice Guys Finish First and started a podcast called The Nice Guys on Business. We went through two years of struggle. We had $0 of revenue coming into that company. Fortunately, I had the tail end of my DJ business that was fading at the same time that this business was building. The struggle for me was two years of going from being the best at something to being a nobody at something. There is no more humbling experience than being a complete nobody when it comes to this new industry. I’m like, “Who is ever going to buy what I have?”
It was a struggle that I came out through contrast comes clarity. It’s the contrast of understanding that I have to reinvent myself. It became clear that I couldn’t hold my hand out and expect that money to come in anymore. I reinvented my career, products and services and listened to my community when they told me exactly what they wanted and how they wanted it delivered. I went in the direction that my community said. It took another five years to get us to where we are.
We’ll do probably close to 300 launches over the course from where we started back in 2017. It has been an amazing journey. While there has been a lot of struggle, there have also been a lot of wins. It has changed my mindset and feeling of confidence in myself. If I did it once, I can do it again and become successful at something. Success leaves clues and we’ve done some good things over the years. We’ve been able to teach those things to the people that we launch and strategize with to help them do the same thing with their podcast as well.
I love that. That’s a juicy story. It is humbling. I did that when I sold my business. I was the icon. All of a sudden, I go into this entrepreneur space and they’re like, “Who are you?” I’m like, “I’m a big deal.” I thought I was a big deal. I didn’t even know I had that ego. That’s a huge accomplishment to not give up. Many people use the back door. They’re like, “I’ll do it safely and do something else.” 2 years or 24 months is a long time. Success is right around the corner. Don’t quit. Stay committed to the path.
The problem is most people quit 3 feet from gold. They stop digging. I’m like, “Stop thinking that you have a plan B. Burn the boats. This is it.” I’m not a career jumper. I’m like, “I’ve got to figure this thing out.” It doesn’t mean that I can’t change my path. My path since 2014 has been a jumbled mess but it has had one trajectory and that trajectory has been upward. As long as you feel like to a degree that you are making progress, then you probably are making progress.
Don’t give up because you’re giving up on yourself. You’re going to change the face of your business and go do something else. Stay consistent in the game and you will be successful no matter what you do. I’d love to have everybody in your audience become a podcaster but podcasting may not be the ticket for them. It may be something else. Know whatever your ticket is, stay true to it and be consistent with getting your content out there to the world.
If that makes you poke a needle in your eye, do something different. I did the same thing in speaking. I didn’t want to be a speaker but I was like, “How do I get in front of 50 people quick versus having 50 one-on-one sales conversations? I need to make this work and make it work quickly.”
That’s the best thing about podcasting. Some people might say, “I only have 7, 10 or 20 people that are listening to my show.” I’m like, “Can you imagine filling a conference room once a week with 7 to 20 people?” Unless you have some people that already bring a huge community to the podcasting space, you’re not going to be Tim Ferriss and have 1 million, 2 million or 5 million people listening to your show every week. You probably only need 20 to 100 people listening to your show regularly to make a 6-figure income.
I want to emphasize that it’s not about the downloads. I’m using the downloads in the community that you’re growing in as a benchmark so that you have at least a number in your mind. You certainly don’t need millions of people to listen to your show to make a significant income using your podcasting as a tool. That’s partly the unique value proposition that we bring to the table. We teach you and you can get downloads but it’s not about the downloads. It’s about putting the right people aligned to your message into that guest seat and making a fortune based upon that.
I always say business is a game. Know what the rules are. The downloads are for publicity, when you’re being interviewed and your credibility but it’s not for the ROI. What you’re speaking to as the return on investment is, “Let’s get in front of the right people and build that relationship.” Podcasts are a great way to build relationships. They hear you in so many different contexts, hear your interviews and see what kind of people you attract.
It’s like the badge of honor that we get for being an Amazon bestseller. I’m an Amazon bestseller too. I sold my book, Nice Guys Finish First, in 2015 and it did well on the Amazon list. You’re using the podcasting space to enhance your credibility to become an influencer, begin to build your community and monetize.
You are not going to get rich from your podcast. You’re going to get rich from the exposure that your podcast is going to provide for you, which is why I always tell everybody, “Let’s get a good handle on getting to know your MOM, which is your Market, Offer and Message. Once you get to know your MOM, you can take your podcast to the sky because it will reward you.”
Let’s talk about wealth strategies because that’s my jam. What I commit to our audience is that we want to know what Doug’s wealth strategies are. What’s the way that you monetize your wealth? People can make $250,000 or $1 million but that doesn’t mean they’re taking home money or building their wealth. They just might be making money. What’s that thing that you’ve learned in your years of doing business?
As I touched upon, you want to know who your MOM is. If you don’t know your MOM, then you are going to have a challenging time monetizing your podcast or business for that matter. When I say getting to know your MOM, let’s break that down into the simple three. The first M stands for Market. If you don’t know who is in your market, then you’re just an arrow that’s flying out there in the world. You’ve got to be able to have a target to hit. You’ve got to know who is in your market or who that ideal avatar is to buy your products and services.
The O stands for Offer. If you don’t have a specific offer or several offers that you probably want to make, whether it’s a DIY program for $1,000, a full-service program for $7,500 or whatever it is, when you do find your market, how are you going to know what to sell them? You have to have a specific offer. That’s your Market and Offer.
The next is Message. What are you all about? How are you going to present this? What is your branding about? What is your look and feel about? What’s your vibe? If you ran into the perfect person and you had the perfect offer for them, does that mean that anybody that fits your market and your offer that has a checkbook is going to be your client? For us, we know that that is not the case. We want people that are aligned with our community and how they are holding themselves and conducting themselves in business.
The challenging part is having an unrealistic customer start making demands and expectations that don’t fall in line with the products and services that we offer. They’re in our market. They want to buy our offer and because their money is green, we want them as a client? No. I want to choose the clients that I have. I want them to fit into our culture and how we provide our services.
If they have unrealistic expectations, I don’t care how green their money is. I don’t want to take their money from them because that’s going to lead us down a bad path with that customer right out of the gate. Align yourself with getting to know your MOM, which is your Market, Offer and Message. That in a nutshell would probably condense my wealth strategy and what it takes to get me to that wealth stage.
In building your wealth, is there anything that you would do differently or start younger?
There are four kinds of people that are out there. I’m one of the savers. My mom taught me very early on the importance of having a good credit score. I’m not saying this from a bragging perspective. I’m saying this because my mom told me I needed to have an 800 credit score or above. I’ve been fortunate. I’ve had an 850 credit score almost my entire life. Many people are spenders that are out there. Many people like to spend it as quickly as it comes in. I’m not saying that that’s bad. I’m saying that that hasn’t been the thing for me.
If I were to do anything differently moving forward that I didn’t do in the past, it would be probably to take a little bit more risk when it comes to investing in myself. Your biggest and best investment should be you. If you’re so focused on putting money in the bank and you’re starving the idea of putting more money into you and your business, then at least from where I’m sitting, you could be making a mistake.
It’s going to hurt. There are going to be some risks that you need to take but they are valuable, especially if you’re investing in yourself. If there would be anything that I would change, it probably would be to have taken a little bit more risk on myself earlier on in this journey. Since the age of thirteen, I’ve been in the workforce. For me, I would probably take a little bit more risk in me.
I had to learn the opposite. Nobody talked about money in my family so the minute you had it, it went through your fingers. I had to learn to save, which was a whole different discipline. There’s a shift. You get to that point where you start seeing it grow and you’re like, “I don’t want to spend that.”
My mom was always a very big proponent of taking some of the money that you’re making and putting some of that money in the bank. To a fault, for me, I would save too much and not spend enough on putting it back into my business. I can still see some of those characteristics in me. I love having money in the bank. It’s great but if you have money in the bank and you’re sacrificing the future profit that your business can generate, then you’ve probably taken it a little too far.
I remember the first time I invested $100,000 into a coach. I was signing it, felt good about doing it and then I went, “If I’m willing to pay someone $100,000 somebody’s going to pay me $100,000 because I got this money.” You’ve got to be able to spend it before anyone will pay you. I see coaches and speakers going, “Here’s what it is,” but they’ve never spent that on themselves.
It’s scary. When Susie said that $100,000 number, some of you that are reading went, “What?” There was a big gulp. Start making small investments in yourself. I’m sure Susie one day did not say, “I’m going to spend $100,000,” without building to that. First, you get into your $10,000 mastermind, then you get a $25,000 mastermind and then $100,000.
[bctt tweet=”You are not going to get rich from your podcast. You’re going to get rich from the exposure that your podcast is going to provide for you.” via=”no”]
Susie also probably didn’t spend the $100,000 saying, “I’m spending $100,000.” It’s an investment in you. She knew based on that investment that she had a certain expectation of return on that investment. If she wasn’t getting 2X to 10X on her investment, then she probably wouldn’t do it. I’m speaking for you. I’m hoping I’m not speaking wrong.
It’s good that you affirm that because that is exactly it. The more you earn, the more you learn. The more you learn, the more you earn. It goes both ways. One of my girlfriends always shared the Benjamin Franklin quote that says, “Take the coins from your purse, invest them in your mind and your mind will fill your purse overflowing.” I grew up in a large family. We didn’t go to college. I didn’t even know college was an option until I started having friends that went to college. I was like, “I didn’t know that was an option.”
Investing in yourself is the best asset that you can do as long as you’re in radical action around it. Many people buy courses, books and experts and then don’t do anything with them. You got to do something. When I was running Lisa Nichols’ company, she was involved in The Secret. I can’t tell you how many people would call our office and go, “Lisa said to meditate about money and then checks will show up in the mailbox.” I was like, “She also said you have to take action and have a plan. Did you not hear that part?”
Sometimes, they only hear what they want to hear. I respect the path that you’ve had a much more challenging time. We always talked about money in our house. Money was important. We were like, “Money is energy. Money will create more money.” When you don’t have those conversations going on in your environment, you are left out there to learn them all by yourself. Many people end up in a very bad scenario when they’re not talking about money all along.
There is still a taboo. People don’t want to talk about sex or money. We both love it. Let’s talk about it. Talk to people who are accomplished in finances and willing to share. That’s why I love having this transparent conversation to go, “What would I do differently? What is your wealth strategy so that we can learn together?” When we can start talking about that and normalizing it, then it makes all the fear go away. It’s not scary. Money is fun. Money gives us options and tools. We can make a bigger difference in the world. The more money I make, the more people I can touch. At the end, whenever the end is for you, what do you want to be remembered for?
As I have gotten into my 50s and not when I was in my 30s or even my 20s, I realized while it’s important to make a good living and be able to do the things that you want to do, if you start with what you love and what you’re passionate about, the money will come. It is not just about, “How do I get that person that I’m talking to put their hand in their pocket and pay me for the service that I provide?” I want to like the person.
When people come to me and they’re interested in launching a podcast, I want to get to know them as a person. If we gel and things seem right, then let’s keep moving. There is a transaction involved. It is certainly important for you to put skin in the game so that I know that you’re serious about this but on the other side of it, I can tell you that I want to like the person that I’m dealing with. If I don’t like that person, I have a hard time wanting to spend any time teaching or coaching them.
For me, it is an important indicator of the business person that you want to be. Get to know the people that you’re working with. Do you want to spend most of your time with people that you don’t like? No. I want to spend all my time with people with that I enjoy their company and I have deep conversations about the stuff that’s important in life. That’s what I want to do.
All money is not good money. I learned the power of money because there were nine of us. Think about doing dishes with eleven people in the household with no dishwasher. We were the dishwashers. You think every night was Thanksgiving dinner. I learned the value of trade. I would hold on to my candy and cookies. My brother Stevie would eat his fast and I’m like, “Do you want a cookie? You could do my dishes.”
I grew up with a fairly famous dad in the world of sales. My dad created a system called Sandler Sales. He wasn’t the greatest dad in the world but he was an amazing business guy. As a teenager, if I would find something I enjoy doing or there was a thing that I love to build, he was like, “Find the person that has done exactly what you love that’s 5 or 10 years advanced down the road. With their permission, copy exactly what that person did. If you call that person, they’ll probably even help you figure out what they have done. Create the system and then teach other people how to create that system. You’ll never be short of finding work that you love to do.”
Everything I’ve done from DJing to podcasting, I’ve stolen other people’s great ideas with their permission. I didn’t take it from, “I’m going to steal your idea and profit from it.” I would go to them and say, “Will you help me with this? I think I could do this too in my way. Can you teach me this system?” They would build my systems for me and duplicate them.
It has been a great way to get myself out of the trading time for dollars. When you have a process or something that you provide, if you’re the only one that provides it and you stop providing that service, you’re going to stop making money. I’d rather teach the process or system to other people and let them duplicate it for me. It has been a great lesson to learn.
We don’t want people dependent on us. A truly great coach teaches you what you need to learn and shows you what you don’t want to see so you could be the person you knew that you could be. I don’t want people to depend on me like they can’t win if I’m not there. I haven’t done my job or mission in life.
Doug has given us a special bonus. He’s my brother from another mother so I got the hookup. You’re giving scholarships away. Let’s talk about the scholarship. What is it? What are you giving away? You are being so incredibly generous. He knows our people and tribe. He’s like, “Susie, your tribe is my tribe.” Share with us what you got for us.
We have something called The Ultimate Podcast Launch School. For those in your community that haven’t launched a podcast yet but are considering launching a podcast or if you have launched the podcast and you haven’t gotten your podcast wheels under you, then this is a great thing for you. Normally, we sell it for $997 but I’m going to give it to everybody that’s in your community for free.
Here is the catch to it. Number one, I want you to put some skin in the game. I’m going to take $297 of your money and put it in my bank account until you have launched your show and put out 10 episodes. Once you do that and you’ve proven to me that you are a podcaster, you can have your $297 back. It is a guarantee. I’ve never not given back the money when somebody has said, “I launched my podcast. Here are my ten episodes. I want my $297 back.” They always get it back.
It’s a $997 course. I’m giving it to you free but you got to give me the $297. You’ll get it back. It’ll take you somewhere between 15 days to 60 days to launch your podcast based on the formula that we have. The easiest way to do that is to go to TurnkeyPodcast.com/Susie. You’ll get The Ultimate Podcast Launch formula and what I call my ACE method for launching a podcast. You’ll get accountability because I’m going to be here to make sure you do the stuff that you’re supposed to do.
You’re going to get a community because I’m going to put you in my Facebook group with a whole bunch of other people that are going through or have gone through the same process that you’ve gone through. I’m also going to give you the education. It’s an easy five-module course that’s going to walk you through every step. You’re going to have a podcast, you’ll be launched and get your money back. You can also spend it on me if you want to do additional coaching down the road. For Susie’s community, none of that is an obligation. It is $297. The $997 course is 100% free. You’ll get your deposit back.
The reason I had Doug on here is I got scammed. I paid $15,000 and it wasn’t nearly what Doug’s giving. I had to fight to get my money back because what was promised and delivered was like, “Hold on a second.” I followed the spark on the squirrel because they were highly recommended. This is the real deal. Doug knows what he’s doing. He has high integrity.
More importantly, he’s willing to commit us so we get our name out there, get in the scene, get heard and paid. The goal is leveraging this and doing it right so that we make money at it. All roads lead to money and this is one avenue that can lead to money. He’s going to give us five ways and a Turnkey formula, which I love. I’m a systems girl. Show me the system and I can duplicate that. Doug, you’re a beast.
I appreciate that. If somebody in your community is saying, “Why would he want to do that? What does he get out of this?” If you get closer to me and you see that I deliver the goods, the chances are better than not that you will stay with me to do production for your podcast. There is a fee that’s attached to that but there’s no obligation to do that.
I want to let you know that the reality of it is I want you to get your podcasts launched because the way that you get into this space and the way that you become successful is by doing the work. If money and technology are the things that are holding you back, I’m taking that out of your way. I’m going to teach you all about the tech that goes into it also.
You don’t want to do that on your own. Don’t spend dollar time on penny jobs. That’s a penny job for you. Your dollar time is to go sell some stuff to pay for Doug in that production. Doug, thank you so much. I appreciate you. Let’s get your podcast and website address as well. How do we find you on social? Let’s get all the goods because we need to follow you and find you.
My website is TurnkeyPodcast.com. Go over there and check us out. You can find us on Instagram @TurnkeyPodcast. We also have our Facebook page @TurnkeyPodcast. It’s pretty easy.
Thank you. If you love Doug and you know your community needs to know this, please share it. Like us and leave a comment for Doug. People need to know this message. You have to be in business for yourself, not by yourself. We are your champion. We want to help you. Leverage and monetize what you’re up to and more importantly, make a bigger impact in the world. Thank you for being on the show. I adore you. Have a blessed day.
Important Links
- Nice Guys Finish First
- Nice Guys on Business
- Turnkey Podcast Productions
- JJ Flizanes – Past Episode on Turnkey Podcast
- Mini-Course – 5 Ways to Make Money Podcasting
- The Big Leap
- TurnkeyPodcast.com/Susie
- @TurnkeyPodcast – Instagram
- @TurnkeyPodcast – Facebook
- https://www.Twitter.com/DJDoug
- https://www.Instagram.com/DJDoug/?hl=en
About Doug Sandler
