How to Be a Great Podcast Guest

Kalli Fedusenko [00:01:04]:
Welcome to AUM Ask Us Marketing. I am Kalli Fedusenko, your host. I am the owner and operator of Kalli Collective, a digital marketing agency designed to build relationships with your target audience through data driven content, websites, and advertising. Today’s episode is brought to you by the Financial Planning Association, otherwise known as the FPA. FPA is a great resources has great resources for advisors like you, including a phenomenal national conference in September where you can meet me in real life in the vendor hall. So I really hope I get to see you there. So today, we’re talking with Sarah from Favorite Daughter Media about how you can be a better podcast guest. And while it may sound like we’re going to be spending a lot of time on etiquette, we’re actually going to be discussing how you can turn listeners into leads.

Kalli Fedusenko [00:02:09]:
So welcome me or welcome with me, Sara Lohse.

Sara Lohse [00:02:15]:
Hi. Thank you so much. Thank you for having me. I’m happy to be here.

Kalli Fedusenko [00:02:19]:
Yes. I tell you what, I haven’t tripped over my word so much since I started this.

Sara Lohse [00:02:23]:
I make people nervous. I gotta

Kalli Fedusenko [00:02:25]:
I guess so. So, Sarah, tell me, how can we turn listeners into leads?

Sara Lohse [00:02:32]:
That is a great question, and there are a few ways, but my go to way is through lead gen and lead magnets.

Kalli Fedusenko [00:02:40]:
Okay.

Sara Lohse [00:02:42]:
And podcasts are such a great place for lead magnets because you’re reaching out to an established audience, and you’re reaching out to an audience that has trust in the host. So when we listen to a podcast regularly, we’ve really formed that kind of bond with a host and we trust them. And we know that if so, if they’re bringing this person on, they’ve vetted them. They believe in what they’re doing, and they already almost have a built in trust in you for that reason. So creating a lead magnet and having it be somewhere very easily accessible and having just 1 URL, my always, like, secret to success is always buy a URL for every lead magnet. Okay. I think I think I have, like, a100 that I own. I’m the queen of URLs.

Kalli Fedusenko [00:03:30]:
So are you saying you have a different URL for each episode or for each lead magnet?

Sara Lohse [00:03:37]:
For each lead magnet. And, obviously, for each basically, for each page of my website, they all have, individual URLs. Because with a podcast, people are listening to it in the car or on the treadmill. Places where they don’t have time or the ability to write down a phone number, write down your contact info. But if you have a very catchy, memorable URL, that’s not your website.com/this/leadmagnet/podcast, all of these different things that make it so long and hard to remember.

Kalli Fedusenko [00:04:12]:
Yeah. Okay. 1.

Sara Lohse [00:04:14]:
Exactly. They while they’re driving, they can remember it. Go get it later. It makes it so much easier.

Kalli Fedusenko [00:04:19]:
How much money have you spent on domains?

Sara Lohse [00:04:21]:
I don’t wanna talk about it. They’re 1199 for the 1st year, and I pretend that’s all I spend on them and forget that they renew every year for another $23 each.

Kalli Fedusenko [00:04:36]:
I feel

Sara Lohse [00:04:36]:
like probably own at least 50, honestly.

Kalli Fedusenko [00:04:40]:
Yeah. 50. Whew.

Sara Lohse [00:04:41]:
We don’t talk

Kalli Fedusenko [00:04:42]:
Although this is, encouraging me. Like, that’s a really good idea, to have separate URLs. You know? Also, it’s good for SEO.

Sara Lohse [00:04:50]:
Yes. And literally, like, every page of my website has its own URL.

Kalli Fedusenko [00:04:55]:
Mhmm.

Sara Lohse [00:04:56]:
And that builds credibility. Mhmm. If I’m talking to someone in real estate and I can tell them go to, like, podcast for real estate.com.

Kalli Fedusenko [00:05:04]:
Right.

Sara Lohse [00:05:04]:
And it’s I own that domain. That makes me sound like, oh, wow. She actually knows what she’s doing. She’s the person for real estate podcasts. So we should

Kalli Fedusenko [00:05:12]:
do a whole other episode just on

Sara Lohse [00:05:14]:
that. I could talk about URLs for days. It’s ridiculous.

Kalli Fedusenko [00:05:19]:
So as a podcast guest, what kinds of expectations did you go in with? You know, if I, if I have a lead gen and the lead magnet set up, like what should I expect, being a guest?

Sara Lohse [00:05:35]:
That’s that can be a hard question to ask because some of it depend there’s just so many different factors that it depends on. It depends on the show itself. It depends on how well matched it is to your audience, and it also depends on you. And I see a lot of people who guest on podcast and they tell me, you know, I did that for a while, but I saw nothing come out of it. Mhmm. So I gave up. I just stopped doing it. Yeah.

Sara Lohse [00:05:59]:
And asked them, what did you do after?

Kalli Fedusenko [00:06:01]:
Yeah.

Sara Lohse [00:06:02]:
And it’s nothing. They’re like, well, I went on the show. That’s not enough.

Kalli Fedusenko [00:06:06]:
Yeah.

Sara Lohse [00:06:07]:
So are you promoting it? Are you promoting it before it comes out and after it comes out? Are you trying to get the word out more? Because there’s so much SEO with, a podcast episode for your website that you can be driving traffic to your website without them coming through the podcast itself. So with podcast guesting, I like to think of ROI instead of return on investments, return on impact. So there’s so many different ways that podcast episodes can impact your brand and your reach and your message as long as you’re doing it the right way and you’re really putting that work in. So what can you expect? It can vary a lot, but if you do the work, if you lay the groundwork, I’ve seen email list grow by, like, 1, 000 in a week. Jeez. 1, 000. Mhmm.

Kalli Fedusenko [00:06:56]:
Tell me about that person. What did they do, and how can we copy it?

Sara Lohse [00:07:00]:
They got booked in a really big podcast, called Bigger Pockets. Okay. And the the episode got, I know on YouTube, it got hold like hundreds of thousands of views. So I don’t even know what the podcast itself got. So when you get on a big podcast like that, that can happen. And that’s why it’s really a great tool. But also smaller audiences can be just as powerful. Because really, people think of, like, a small podcast as being a really small audience and not worth their time Mhmm.

Sara Lohse [00:07:32]:
Which I don’t like that. Yeah. If you think if you have 20 listeners on a podcast, think about if you were having a conversation with them in your living room. Mhmm. That would feel like a really crowded room. That’s a lot of people.

Kalli Fedusenko [00:07:44]:
Right. It’s also if a larger audience is gonna be, not as specific.

Sara Lohse [00:07:51]:
Mhmm.

Kalli Fedusenko [00:07:52]:
So you might not be getting in front of your ideal client, whereas those 20 people could be exactly what you’re looking for.

Sara Lohse [00:07:59]:
Exactly. With podcasting, we say the riches are in the niches. Mhmm. Which I hate that saying because I yeah. I say niches, so I hate riches are in the niches because I have to say it wrong. But it’s the same idea.

Kalli Fedusenko [00:08:10]:
I I switched the way I say it based on that phrase.

Sara Lohse [00:08:13]:
I refuse. I’ll die on this hill.

Kalli Fedusenko [00:08:16]:
Let’s talk a little bit more about the lead gen and lead magnets. What kind of magnets are people putting out there? What kind of magnets are you putting out there?

Sara Lohse [00:08:27]:
My favorite is ebooks. I’ve written dozens of ebooks, And anytime I find a conference I wanna speak at, I write an ebook for that industry. Anytime I talk to a new, new industry in any sense, I write an ebook. If I have a new idea, I write an ebook. How

Kalli Fedusenko [00:08:47]:
long are these ebooks? Because this sounds like a huge time investment.

Sara Lohse [00:08:52]:
Like, 5 pages.

Kalli Fedusenko [00:08:54]:
Okay.

Sara Lohse [00:08:54]:
Yeah. We’re going I’ve written 1 real book and that is it. Yeah. The rest of them are just throw my thoughts on a couple pages, put it in Google Docs, make a pretty cover in Canva. Okay. It is does not have to be a huge lift. And especially with Chat CPT being there to help you write it. Mhmm.

Sara Lohse [00:09:11]:
Read it before you turn it in.

Kalli Fedusenko [00:09:12]:
Oh, yes.

Sara Lohse [00:09:15]:
But, yeah, I love I love ebooks. They’re really great way to expand on something that you’ve already talked about. It’s a great way to prove your knowledge and really create that credibility. And the general rule of thumb that I have with lead magnets when it comes to a podcast, you want it to be a continuation of the conversation. So if you were to go on a podcast to talk about 1 broad subject, have a lead magnet that goes into more detail and really outlines some actionable tips on that subject.

Kalli Fedusenko [00:09:51]:
Yeah.

Sara Lohse [00:09:52]:
And it’s going to give you more access to that audience because they go into your mailing list. And in this example, I have a lead magnet with 50 lead magnet ideas. And you brought it up, so I did not plan this plug. But, again, it has its own URL, favorite lead magnets.com.

Kalli Fedusenko [00:10:11]:
Oh, hold on. We gotta put that in our I’m gonna have to ask you to that what is it?

Sara Lohse [00:10:16]:
Favoriteleadmagnets.com, and it’s 50 ideas for creative lead magnets that anyone can make.

Kalli Fedusenko [00:10:24]:
Favoriteleadmagnets.com. There it is at the bottom if you’re watching. And then if you listen to this after well, she said it 3 times, so goodbye.

Sara Lohse [00:10:35]:
It’s easy to remember.

Kalli Fedusenko [00:10:38]:
So okay. You go in or let’s you get a podcast guest appearance. Mhmm. Beforehand, are you coming up with this is what I’m gonna talk about, and I’m gonna go in and promote this lead magnet.

Sara Lohse [00:10:56]:
Easy answer is no. Because when you go on a podcast, your goal should never be to promote. And that is rule number 1. Podcasts are meant to be entertaining. Mhmm. This is not an ad. Mhmm. It’s not an infomercial.

Sara Lohse [00:11:12]:
So when you go in promoting a product, a service, even a lead magnet, it turns it into an infomercial.

Kalli Fedusenko [00:11:20]:
Yeah.

Sara Lohse [00:11:20]:
Like there’s times, like we just did, like, there are times that you can slide them in because it fits. Right. For the most part, you want to hold those off until the end. And with every podcast, for the most part, at the end, they’re going to say, how can listeners get in touch with you? Or what’s the next step? And that’s when 1 of the things you should be doing ahead of time is nailing your call to action. Because you don’t want to make the mistake of having so many. I hear that a lot. It’s, oh, well, you can reach out to me on LinkedIn here. This is my email address.

Sara Lohse [00:11:53]:
Go to my website. Give me a call. Mhmm. When you give people so many options, they do nothing. If you tell

Kalli Fedusenko [00:12:02]:
someone my analysis.

Sara Lohse [00:12:03]:
Exactly. If you tell someone to do 1 thing, they will do it.

Kalli Fedusenko [00:12:08]:
Yeah.

Sara Lohse [00:12:09]:
And with lead magnets, like if you go to favorite lead magnets.com, it’s just a landing page on my website. So once you’re there, you have my contact info. You have links to my social. You have pages about my services. Everything is right there, but you don’t have to remember all of that. You don’t have to give them options. Plus, you get them in your contact list so you can reach out to them. The power is now in your hands.

Kalli Fedusenko [00:12:32]:
I’m guessing that these ebooks or other lead magnets are all gated so that someone has to put their email address in.

Sara Lohse [00:12:38]:
Yes. The way that I set them up generally is I use a website called Jotform, which creates very simple forms. It’s really plug and play. Most, like, email systems will have their own too. I use Constant Contact. I think they have their own. I just like to look at Jotform. Yeah.

Sara Lohse [00:12:54]:
Just put, put the form in Jotform and then have the auto send email be the lead magnet.

Kalli Fedusenko [00:13:03]:
You know, speaking of we use Typeform here. I just recently got it and, which this will come up again later for everyone, but, here we go. Nope. That’s not the right 1.

Sara Lohse [00:13:16]:
That’s cute, though. Savvy. It.

Kalli Fedusenko [00:13:20]:
Here it is. This is our form.

Sara Lohse [00:13:23]:
Love it.

Kalli Fedusenko [00:13:23]:
That’s your score. So we’ve got Typeform and you said Jotform.

Sara Lohse [00:13:28]:
Yes.

Kalli Fedusenko [00:13:29]:
So if you’re watching and thinking about creating some sort of form, those are 2 that you can look into.

Sara Lohse [00:13:35]:
Yeah. They’re also I mean, I use Constant Contact for emails. They have their own form. Your website, if you have it in a WordPress, probably has its own as well. So it could be really easy. The secret that I want everyone to remember though, and a lot of people do it differently, but this is my favorite way. Don’t have the they fill out the form, they hit submit, and the PDF opens. Don’t do that.

Sara Lohse [00:14:00]:
Have it send to their email. And it put, like, have a thank you page that says thank you. Your free download is going to your email. Mhmm. Because that means that they have to open your email.

Kalli Fedusenko [00:14:12]:
And they can’t put in a fake email?

Sara Lohse [00:14:14]:
They can’t put in a fake email. They have to open it. They’ll that probably it makes it more likely to get whitelisted so that it doesn’t get blocked. And I’ve even had people reach out to me saying I tried to download it. I think it’s being blocked. And so I’ll personally send it to them and then I add them manually. So if people are really committed to getting this piece of information, they’re going to get it, and you’re gonna get your info.

Kalli Fedusenko [00:14:36]:
Yeah. This is great information. But let’s back up a little bit. Okay. How do you become a podcast guest?

Sara Lohse [00:14:45]:
You know? These are great questions. So, I mean, the simple answer is just the pitch to the shows because if a show is interview based, they’re looking for guests. Mhmm. But, again, the thing that people do wrong is the pitch. And I I have a podcast. It’s called Branded. It’s about personal branding. And we get pitches every day, and we ignore 95% of them because they just don’t pitch correctly.

Sara Lohse [00:15:17]:
And what I mean by that is I don’t wanna know who you are. I wanna know what you’re bringing to my show.

Kalli Fedusenko [00:15:24]:
That’s interesting. I’m trying to pull up an email because I just got a pitch.

Sara Lohse [00:15:29]:
I’ll put them on the spot.

Kalli Fedusenko [00:15:31]:
I’m going

Sara Lohse [00:15:32]:
to. I get them all the time where it’s just and I mean, I’m guilty of it. When I first started in the industry, I would just list out, like, my client I was trying to get on podcast. This is what he’s an expert in, blah blah blah. And it didn’t work Mhmm. Until I figured out how to do it right and learn from my mistakes. They actually the value.

Kalli Fedusenko [00:15:56]:
They kinda I mean, they told me what he could talk about, which was good. And this is a third party reaching out. I gotta make sure I find the right screen here. Here we go. And we are gonna have them on, but we are changing the topic because the topic they pitched is 1 that we already have booked. But here’s, here’s an example of a pitch that we received, and I’m gonna have Sarah here pick it apart.

Sara Lohse [00:16:31]:
Oh, okay. Let me go full screen so I can read it. I’m reaching out to you to introduce Paul McManus, who’s revolutionizing the way financial advisors establish their authority. He’s helping them become best selling authors. See, I wouldn’t have said yes. So Why? Because what you just pitched is basically a sales pitch. Mhmm. I now know who this guy is.

Sara Lohse [00:16:58]:
Yeah. But I don’t know what his value is to my

Kalli Fedusenko [00:17:02]:
audience. I see.

Sara Lohse [00:17:03]:
And I get that a lot. It’s just like a list of all the things that they do and what they’re experts in and all of that, but that means nothing to me. What I wanna know is exactly what they wanna talk about, the key takeaways that my audience can walk away with, what are they gonna learn, What’s gonna be actionable so that they can walk away from this episode learning something?

Kalli Fedusenko [00:17:24]:
So you want more of like an abstract, basically. Now we did Okay.

Sara Lohse [00:17:28]:
Wait. There looks like there was more there. Or was that your response? Okay. So they did give episode topic ideas.

Kalli Fedusenko [00:17:39]:
Yeah. That’s my bad. I because that looks like an email signature.

Sara Lohse [00:17:43]:
They gave some episode topic ideas, which is good, but it still is not enough focus on the value. So if I were to like, I pitch myself on podcasts all the time. Mhmm. And I don’t say, hi. I’m a marketing expert. I wrote a book and I do this for a living.

Kalli Fedusenko [00:18:04]:
Yeah.

Sara Lohse [00:18:05]:
Larry wants

Kalli Fedusenko [00:18:05]:
to be

Sara Lohse [00:18:07]:
nice. That’s my business partner. He knows that I will berate any bad pitch because he watches me do it. But I’m not going to just list things that I do and list my services. I’m going to say, hey. I listened to your podcast. I know that your audience is interested in this topic. I talk about this topic that relates to it.

Sara Lohse [00:18:32]:
And here’s what, I would like to share with your audience and give a few things that are like, they’ll learn how to do this. And I have 5 strategies to improve this. So I’m not pitching myself. I’m pitching what I’m bringing to your show.

Kalli Fedusenko [00:18:49]:
Yes. Okay. That makes sense. Now give me a second. I’ll pull up another screen here of an example. I think it would be more of what you’re referencing.

Sara Lohse [00:18:59]:
Buzz is gonna

Kalli Fedusenko [00:19:00]:
take me a hot minute. So

Sara Lohse [00:19:01]:
No. You’re fine.

Kalli Fedusenko [00:19:02]:
I think while I look.

Sara Lohse [00:19:04]:
So, another I mean, another short answer for how to get on podcast, there is a a website called PodMatch that I’m a big

Kalli Fedusenko [00:19:12]:
fan of.

Sara Lohse [00:19:13]:
Yes. It is, Alex and Alicia Sanfilippo created it. They are amazing human beings. We are the Alex and Filippo fan club. But it’s basically online dating for podcasts, and you can match hosts and match guests. And there’s my dog in the

Kalli Fedusenko [00:19:29]:
live.

Sara Lohse [00:19:31]:
But it’s yeah. It’s like online dating, and you can find guests, and you can find, shows to be a guest on. But that’s where I get a lot of these pitches. And just because I can see your profile, doesn’t mean you don’t have to pitch something, like special to pitch something valuable. So we’ll go through a list of pitches that we got, and I’ll just read through and say, okay, I still have no idea what you’re trying to bring to my show. I have no idea what you talk about. All I know is that you are a best selling author, and you have, like, this many clients. That’s not useful for me.

Kalli Fedusenko [00:20:05]:
Alright. Hopefully, this doesn’t say anything embarrassing on it, but I briefly skimmed it. I don’t think it does. So this would be more in line of what you’re looking for, I think. Now this title wouldn’t really apply, but learning objectives and then maybe overview. Right? Hey. This is what I’m gonna talk about, and here’s what your audience is gonna walk away with. Would you say that that’s more of something that you would want to see?

Sara Lohse [00:20:35]:
Sort of, but far more personal and less, like, structured. So I’m actually pulling up my own pod match, and and eventually my dog will stop.

Kalli Fedusenko [00:20:49]:
It was fun.

Sara Lohse [00:20:51]:
And I’ve even had hosts, like, while I’m on their show. Because when you talk about being a great podcast guest as a podcast guest, it is immediately a whole lot of pressure. Because it’s like, if I’m not doing it well, don’t listen to me. But I’ll talk about pitching, and I actually have had them call me out on the episode and be like, hold on. Let me go read your pitch. And every time, it’s exactly what I say. It’s pitching the value. It’s not pitching myself.

Kalli Fedusenko [00:21:18]:
Yeah.

Sara Lohse [00:21:19]:
So 1 of the ones that I was just on let’s see. This is actually he became my client after I had guested on his show. The show is speaking with confidence. Okay. And I said, hi, Tim. In my experience, fear of public speaking came from imposter syndrome. I have a few strategies I teach for overcoming that, but I think that I think the 1 that’s most relevant to your audience is this, tell stories. Nobody can argue against or disprove your stories, plus you don’t have to memorize something when you’re speaking from experience.

Sara Lohse [00:21:53]:
I’d love to share some of my insights on the power of storytelling as a speaker, strategies for telling stories well, and some of the ways I have worked on, though haven’t yet succeeded in getting past imposter syndrome. So I didn’t talk about myself. If he wants to learn more about me, he can go to my profile because you have a whole profile like you do on a dating site.

Kalli Fedusenko [00:22:13]:
Right.

Sara Lohse [00:22:13]:
But he knows exactly what I will bring to his show. And then he can go to my profile and vet me, make sure, like, okay. She’s legit. She wrote a book on this. She’s Mhmm. Like, she runs a company that does this. I I trust her. Yeah.

Sara Lohse [00:22:25]:
But, they’re not going to go to that step if they don’t know exactly what you’re trying to bring to their show and if it’s worth their time.

Kalli Fedusenko [00:22:31]:
I also wanna highlight something that you just said. You said that he became a client after I was a guest. And usually when we go on to podcast or speaking or anything, we’re thinking, oh, the audience. We sometimes forget about the host. No. That could also be a great avenue.

Sara Lohse [00:22:52]:
It can. And I also I’m also a podcast producer, so I create podcasts for businesses and you can get, you can monetize a podcast without any listeners because you’re just targeting the guests that come on your show. Interesting. But at the same time, if you’re talking to a host that does something similar or you can, benefit from what you do, just start the conversation. And honestly, I think he started the conversation. Yeah. I think he had I think he had seen me speak at Podfest or something, and he’s like, you know, I’ve actually been wanting to get in touch with you. It worked out really well.

Sara Lohse [00:23:29]:
But 1 of the things that gets in the way of that is having that mentality that you’re going on in here to promote. Mhmm. What you wanna be focusing on is making connections and not having the interaction be transactional. Now I hear

Kalli Fedusenko [00:23:48]:
the same thing about sales, which ironically, we’re talking about sales next week, and she’ll be talking about that exact well, not that exact thing, but some strategies around it. But, yeah, it’s more about that connection and relationship Exactly. Promoting.

Sara Lohse [00:24:06]:
Yeah. I mean, Larry commented on here before. He used to have a podcast that he would bring on business owners to talk about their business. Mhmm. And he stopped doing the show because it just was so transactional. People would come on their show, promote themselves, and then he’d never hear from them again. Yeah. And that’s not fulfilling.

Kalli Fedusenko [00:24:23]:
Yeah.

Sara Lohse [00:24:24]:
Like, you just feel used. Yeah. So when I’m on a podcast, like, I wanna add them on LinkedIn, follow them on Instagram, let them know that I’m here to support them in any other thing that they’re doing. See if there’s any other ways that we can collaborate and just support them, like their posts, follow their show, recommend it. Any way that you can just become their fan and become their friend

Kalli Fedusenko [00:24:46]:
Yeah.

Sara Lohse [00:24:46]:
Is gonna have so much more of an impact than I went on podcast.

Kalli Fedusenko [00:24:51]:
Yeah. We’re all

Sara Lohse [00:24:53]:
in this together, basically. Exactly. What I’m trying to say is someone come be my friend.

Kalli Fedusenko [00:25:02]:
We’re friends now, Sarah. Alright. So speaking of hosts, what should you provide to your host, and how should you follow-up? You know?

Sara Lohse [00:25:15]:
Yeah. So every host is gonna be different, but a lot of times they’ll have, like, a form that you fill out to provide everything that is needed. Mhmm. Or they just send you an email requesting things. Send them what they ask for, please. Yeah. And do not send it as a PDF. Mhmm.

Sara Lohse [00:25:33]:
I hate getting people’s bios as a PDF. Mhmm. Because it never copies and pastes well. Mhmm. So you can have it pretty as a PDF, but then have a Word document version or copy and paste it into the email.

Kalli Fedusenko [00:25:45]:
Yeah.

Sara Lohse [00:25:46]:
So that it can just be copied and pasted.

Kalli Fedusenko [00:25:48]:
Yeah.

Sara Lohse [00:25:49]:
And have a bio that isn’t 5 paragraphs in your entire career. Just have 2 paragraphs or even less. I have a bio that’s specifically for podcasts.

Kalli Fedusenko [00:26:00]:
Right.

Sara Lohse [00:26:00]:
And it’s different than the bio that I have on other things. If I’m speaking at a conference, it might be a different 1. Mhmm. So have that so that they know how to introduce you and they don’t have to make it up. Mhmm. I had I was once introduced, using an intro that was obviously generated by ChatChipt. I think they just put in my website and said introduce her. Oh, no.

Sara Lohse [00:26:23]:
It was it’s so incorrect. I was just saying they’re like, so thank you for that. None of that was true, but I appreciate being here. That sounds great.

Kalli Fedusenko [00:26:32]:
I wish it was true.

Sara Lohse [00:26:33]:
She was very impressive. I would love to work with her. Mhmm. I, however, no no idea who she was. Yeah. So, yeah, just provide everything that they need and follow-up. Thank them for being on the show. I actually get asked a lot, like, what’s the best way to thank a podcast host? And, I mean, I’ve gotten candy in the mail.

Sara Lohse [00:26:55]:
I’ve gotten mugs and specialty coffee and all the cards, all of this. And I’m like, that is so nice.

Kalli Fedusenko [00:27:02]:
Yeah.

Sara Lohse [00:27:03]:
But the best way to thank a host is to just promote the episode.

Kalli Fedusenko [00:27:06]:
Mhmm. Of course.

Sara Lohse [00:27:07]:
Yeah. We’re doing this because we wanna reach new audiences too. We don’t only wanna talk to the ones we’re talking to. We wanna grow. Mhmm. So share the episode, post it on your social media, send it to your mailing list, tell your friends about it, and don’t even just share your episode. The next time they have 1 that’s relevant to your audience, share that too. Become a fan of their show.

Sara Lohse [00:27:28]:
Don’t have it be transactional.

Kalli Fedusenko [00:27:30]:
I love that. What kind of success have you seen from these strategies for you and maybe your clients?

Sara Lohse [00:27:39]:
Yeah. I mean, like I said, 1 of them had 1, 000 added to their mailing list, and that was I wanna say that started in 2019, 2020, and they’re still getting people added to their mailing list from that same show just because it’s such a popular show.

Kalli Fedusenko [00:27:54]:
Wow.

Sara Lohse [00:27:55]:
And the content is evergreen.

Kalli Fedusenko [00:27:57]:
Yeah.

Sara Lohse [00:27:58]:
So that’s amazing. I’ve had people added to my mailing list, from from leads like this, but I’ve also have made so many connections. I have shows that I’ve been on that the host now feel like my friends or the guests of my show now feel like my friends. I just got an email this morning from someone that was on my show 2 weeks ago, letting me know that after we hung up the call, she ordered my book and it reminded her why she does what she’s what she does and she took so much from it.

Kalli Fedusenko [00:28:28]:
So Love that.

Sara Lohse [00:28:29]:
If nothing else, I got a book sale and I met someone that I had a connection with and I continue to support. Yeah. So again, it’s it’s that ROI being return on impact. Mhmm. You add it to your website. And from 1 episode, I added to my website. I think I had the episode was about podcast monetization. Mhmm.

Sara Lohse [00:28:52]:
And the episode I added to my website had the keyword podcast Mhmm. About 40 times on the 1 page and monetization, like, 30 something times. Mhmm. That’s a lot of keywords. Yep. And it had, like, the things that Google really likes are different forms of content. So it had an audio player, had a video player, and had the show notes and the full transcript. Then I took it a step further and wrote a blog about it for people who don’t necessarily listen to podcasts.

Sara Lohse [00:29:20]:
Yeah. They’re interested in the topic. Right. So that’s another page with all of that SEO power. So websites get so much more traffic, and that impacts your brand.

Kalli Fedusenko [00:29:30]:
Yes. I can attest to that 1. I guess that’s more as a host than a guest, but it would go both ways.

Sara Lohse [00:29:36]:
Yeah. The 1 thing I don’t like to do is put, like, percentages or dollar figures on those returns because so much goes into it. Mhmm. It’s it’s very rarely just, like I don’t consider podcast guesting a marketing strategy. I consider it a piece of 1. And so combining it with all of these other things, having it grow the website presence, having it grow your social content, having reaching the new audiences, getting them in your mailing list. There’s so many different components of it that all come together that the return is going to be way bigger than if you just said, oh, well, I was on the show and I made a book sale.

Kalli Fedusenko [00:30:11]:
Yeah.

Sara Lohse [00:30:11]:
Like, it goes so much farther than that Yeah. If you put in that work.

Kalli Fedusenko [00:30:16]:
Love this. This was so helpful. And here here it does. How can people reach you?

Sara Lohse [00:30:23]:
Go to this really long URL that you’ll never remember. No. If you wanna reach out to me, there is the lead magnet site that I said before, but I did just release, my first book. It is an award winning, best selling book, and I’m really proud of it. So it’s called Open This Book, The Art of Storytelling for Aspiring Thought Leaders. And you can find it at open this book.com, naturally. I’m on the prowl. And that’ll be on my website, so you’ll be able to find all my contact info, social info, email, and all of that.

Kalli Fedusenko [00:30:53]:
Alright. Hold on. We gotta put that up. Open this book.com. Open this book.com.

Sara Lohse [00:31:01]:
It is a book title and a command all in 1. So I hope you all listen to directions.

Kalli Fedusenko [00:31:10]:
Sometimes. Thank you so much, Sarah. This was it was delightful to have you here.

Sara Lohse [00:31:16]:
It was so fun to be here. And I’m glad that because we’ve done this, we are now friends.

Kalli Fedusenko [00:31:21]:
Yes.

Sara Lohse [00:31:21]:
Because this is not transactional.

Kalli Fedusenko [00:31:23]:
That’s right.

Sara Lohse [00:31:25]:
Love it.

Kalli Fedusenko [00:31:26]:
Love it. Awesome. All right. Oh, look, I’ve got everything up and prepped that I brought up earlier. Is your marketing savvy or sorry? This is a lead magnet that Sarah referenced earlier. You can find out with our quiz. It only takes 2 minutes, so it’s not gonna take you too much time. We do not have grade averages ABCD, or e or f because I didn’t wanna fail anybody.

Kalli Fedusenko [00:31:53]:
So don’t worry. You won’t have to worry about failing. And then join us next week as we talk to wow. My mind just went blank. Rachel. As we talked to Rachel Covert about sales, she went from I wanna say it was 0 to over a 100000 in revenue in 1 year. And she’s gonna talk about how she did that, what, strategies she used and practices she put into place. So you won’t wanna miss that.

Kalli Fedusenko [00:32:28]:
That’ll be next Monday at noon as always. So