If you want your podcast to generate some business, you should make sure you have a website to showcase it.

While I believe podcasting done well is the best marketing tool for small to medium-sized business on a budget, you should be clear about one thing podcasts will not do for you.

No matter how many listens you get, podcasts will not automatically let you know who is listening.

There are specific tactics I teach my clients to help them build a list from their podcast, but suffice to say, 99% of the time acquiring money from people will require a website at some point in the (trying not to puke as I write this) ‘Customer Journey’!

A good podcast will make your listeners feel like they really know you. But the reality is, once you have more than 150 listeners, there really won’t be enough hours in your day to get to know them.

However, when they get through the gates of ‘Know, Like’ Trust’ or ‘Know’, ‘Love’, Trust’ as Chris Ducker calls it... You need a mechanism to help them buy what you’re selling. That mechanism is something you may have heard of.

It’s called... a website.

By all means, use social media to promote and share your podcast (more specifics on this another day) but remember… once you have people on your website, they are much more likely to buy than they are if they are interrupted by pictures of newborns and food on social media feeds.

So what's next?

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Tone, Time, Place, Person

Indulge me - this is REALLY IMPORTANT

A very commonly heard phrase in business, education, performance…

‘It’s not what you say, it’s how you say it’

But here’s the thing, I discovered a while ago, it’s not just what you say and how you say it…

It’s when and to whom you say it.

That’s why the combination of language, tone and timing are crucial to your marketing.

Before I worked in marketing, I spent almost 20 years touring the world as a back-up musician (drummer) for various well-known artists.
You’ll have heard of some of them.
If you’re that interested… I’ll tell you.

Lucky for me, they still call, and I go out and play.

My whole life has been, and is about supporting performers in the exact moments it matters most.

Good for you Toby. What’s in it for me?

When you work with me, you’ll remove yourself from the scattergun ‘take action’ mantra that generic business coaches like to use.

You’ll also have a partnership with someone who understands true accountability and what it takes to prepare and perform time and time again.

Ready to listen? Me too.

Say hi here.

Shame and the 'creative' (Why Marketing is important all the time).

Bad marketing = creepy
Good marketing = helpful

Creatives like to live in the moment.

That’s all well and good, but when the shit hits the fan, we need to know where we can get our money from.

Often, when we wait until the shit does hit the fan, overwhelm and panic sets in.

When it comes to marketing, there is no shame in understanding who your best customers are, and where to find them.

There’s also no shame in planning ahead, so that when your contract ends or when work is a little bit thin on the ground, you have something already in place to let people know you’re available.

That’s important because it avoids you coming across as desperate and entering ‘creepy marketing’.

If you have any feelings of shame attached to self-promotion, put them aside. Marketing is important to you and valuable to your customers.

Authenticity vs. Hard Work.. Or is there another way?

A great number of social media gurus the people around talk constantly about authenticity.

You know, the kind that talk about ‘stepping into your own truth’ etc… 🤢

Behind the scenes credible experts like Seth Godin and Todd Herman are talking about how authenticity is overrated.

Of course it’s important to be authentic and true to yourself.

Especially when you’re making big life decisions.

That is very important, because if you’re not, then you’ll be desperately unhappy.

However recently Seth Godin spoke with Tim Ferriss about how he thinks authenticity is overrated, because it is driven by feelings alone.

An example he gave was of a surgeon halfway through surgery deciding, ‘Maybe I don’t really fancy finishing his brain surgery today’!

The point? We don’t want our surgeons to be authentic. We want them to show up and be professionals.

Not every day do we feel like doing the work, but this is what get results.

I’ll get your marketing to show up every single day, without you needing to be there.

I’ll help you remove emotion of the day to day effort, because of the automated software and and tools that we can harness.

That’s really exciting, because it stops you from being overwhelmed and stressed about the jigsaw of business and life.

When you’re ready to do the work - I’m ready to help you.