8. The Secret Sauce To Podcast Success

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So do you ever wonder why you see some people

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posting about the results they're getting from their podcasts, but

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you are only getting crickets?

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In this episode, I'm gonna share with you what I believe to be the

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secret sauce of making this happen.

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From what I've learned in my experience of launching over a hundred podcasts in the

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last two years for service-based business owners and coaches in the online space.

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These are the very things that I teach them that have helped many of my

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clients close high ticket one-on-one clients in the dms, and sell right

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into their masterminds and high ticket programs right from their podcast.

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So listen up.

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So it's so funny saying secret sauce.

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When I was naming this episode and I was naming it secret Sauce, it made

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me think of Kung Fu Panda, and then finding the secret sauce for his like

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to unlock his like awesome kung fu.

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But that's definitely not what we're talking about here.

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We are talking about finding the secret sauce to having a podcast that makes

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you money, um, having a podcast that actually works for your business.

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And in this case, the secret sauce is this framework that I'm about to teach you.

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So I'm going to get into what I believe is the secret sauce for

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making money with your podcast.

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This is the same framework that I use to help my clients sign people into.

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One-on-ones.

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They're high ticket programs, their masterminds.

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and so in the next few episodes, I'm gonna break down each one of these topics.

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So number one, positioning.

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We're gonna talk about positioning.

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Number two, we're gonna talk about crafting content that

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converts my very favorite topic.

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Number three, we're gonna talk about selling in your podcast.

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And number four, we're gonna talk about making your podcast

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a part of your overall strategy.

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Because that is so super important and something that is highly

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forgotten about and something that a lot of people don't do.

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So having a framework and being intentional with your podcast is the

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number one thing you need to be doing.

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So what I see people do so often is they approach podcasting and they have no idea

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what to do, what their like, what their purpose is, what's happening, any of that.

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And so I've created this framework, which I'm gonna share with you, and

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I'm gonna give you an overview in this episode of the entire framework first.

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And then I'm gonna break down each one of these pieces, the

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pieces that I told you earlier.

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Uh, I'm gonna break down each of those in subsequent episodes.

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So for the next, like four or five episodes, stick with me and you will

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get the entire framework that I feel is like what you need, the secret sauce,

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like what it takes to really turn your podcast into a lead generation machine

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and to help it work for your business.

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Okay.

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Why don't people do this?

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Why don't people approach podcasting in an intentional way?

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Right.

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So most people who come to me, I'll, I'll say the, one of the first things

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that they tell me, and it's like the first red flag, the first sign.

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is they come to me and they're like, you know what?

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I really wanna start a podcast because I wanna be able to say all the things

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that I can't say on social media.

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Like, I feel like I get, so, like, I have to like, be so focused on, like,

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talking about my business and I have to worry about like, everything has to be

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content for, like, it's for a purpose and I really just wanna talk about blah, blah,

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blah and most of that blah, blah, blah.

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It, it typically is stuff that has nothing to do with their business.

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So they're coming to.

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and they're saying, Hey, I wanna start this podcast for my business.

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But then they don't wanna talk about their business.

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And this is like real life.

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This is true story folks.

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Like this is the true story.

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Like, and for me, I'm like, okay, that is so cool.

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Like I understand that, I respect that, and that is totally fine if

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that is something that you want to do.

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, but it all depends on what your goals are.

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So if your goals are to have a podcast where you get to talk about everything

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that you don't talk about in your business, Don't expect to come in and

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have people be excited about your business because you have come to me telling

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me that you don't wanna center it.

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Right?

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So number one is like, what?

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What are you expecting?

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You know, what do you, you have to come with the intention of, I'm gonna

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use this for my business, and you have to create it for your business.

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Okay?

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Now, if you want to, it's all good.

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You wanna create a podcast where you can talk about all the things?

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Cool.

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Just don't have the same expectation.

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and I get that desire to want to talk about more things because you're getting

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on a mic and it's fun and it's exciting.

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Um, and I promise and I tell this to my clients, like I, I have a,

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a knack for helping people like do things that actually really work for

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them and their business and actually still have fun at the same time.

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Right.

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So you can do both and you can talk about like your life and stories.

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story tell and things like that.

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But if you wanna have one that generates leads and sells into your

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high ticket offers and your one-on-ones, then you ha you're gonna have to

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like focus on your business, right?

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You're gonna have to focus on using this podcast as a marketing tool.

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So another reason why and why people don't go into this with intentionality or

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having any kind, any kind of framework is because they just don't know any better.

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They just haven't learned.

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It's like when I started podcasting, I had no idea, like

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I had no idea what I was doing.

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I had no idea about intentionality, about frameworks.

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I kind of just happened to get lucky, to be honest.

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I did a lot of the right things early on without a lot

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of guidance, which it's like.

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I, I mean, the best way to say it is I just got freaking lucky.

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Okay.

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So I did a lot of these things that I still teach, but a lot of people

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don't do these things, and so, There is a, a hard learning curve.

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Like there is a learning curve.

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You have to learn your new audience, you have to learn this platform and

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how your audience consumes the content you're learning the buying behaviors

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of your audience on this new platform.

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So this is why it is actually beneficial to hire an expert because what you're

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doing is you're cutting out that learning time, you're cutting out that

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learning period where you're gonna get on here, you're going to flail around,

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you're gonna waste a lot of time.

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creating a lot of stuff that does not, it might feel fun to create,

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but after a while it doesn't feel so fun when you're not getting

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the results that you want to get.

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Right.

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And then another thing is why people don't, or don't come into this

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with intentionality and like being really focused on their business is

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because a lot of people are worried about leaving people out and they're

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worried about like, you know what?

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Down the.

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, I'm going to, I think I'm gonna shift and talk about X, Y, Z I think I might

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like wanna talk about, like right now I'm a podcast coach and I'm talking about

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podcasting, but like later I wanna talk about building your business and I wanna

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talk about like marketing principles.

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And so we don't wanna leave anyone out or we're like making this

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podcast for five years down the road.

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Like we can't.

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Like we can't pivot, like we can't like change our minds.

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Like we have to do this like finite thing.

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And that's another thing that keeps people from starting and makes people

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feel overwhelmed in the beginning too.

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Right.

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So why is it important to have a framework to have something with

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intentionality, a strategy going into.

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Creating your podcast, right?

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And this is, I'm specifically speaking to people who want to generate leads, who

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want to make money from their podcast.

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I'm specifically speaking to these people.

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So the number one reason, and I'm not, it's not even in an order, but like

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one of the most important reasons is so that you can attract the right people.

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like, we want to be attracting the right people.

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So if you don't have this, you know, this framework, if you don't have

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the intentionality going into this, you're not gonna be attracting the

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the people that you are wanting to attract into your business.

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Okay?

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And, . You know, it also, when you go into it with intentionality, when

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you go into it with a solid framework and a solid strategy, it makes it

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a lot easier for your marketing.

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Like I will never understand why people hate nicheing down so much.

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like, I mean, I get it like creatives, like naturally, and I'm an entrepreneur.

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And naturally, like it gets boring and I get it, but when you niche down, when

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you are really intentional about like what this is going to be about, who this is

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going to be for, it just makes it so much easier to market when you're really clear

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than you can send a really clear message and it actually just makes it easier.

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For you.

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Right?

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And it's also important because clarity, simplicity, and repetition

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are key ingredients to helping you sell your offers in your podcast.

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Very, very, very, very key.

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And so if you don't have clarity of who you're talking to, if your

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podcast doesn't have clarity, it has to have simplicity, right?

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It can't be all over the place and repetition.

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So talking about the same thing.

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Talking about it in a different angle, sharing your offers every

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single episode, like stuff like that.

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Those are like key ingredients to help you sell your offers in your podcast.

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And you'll definitely need each and every one of those things.

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Okay?

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So let's get into a little bit more into those things that you are

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going to need, which remember I said positioning, crafting your content

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that converts selling in your podcast and making your podcast a part of

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your overall marketing strategy.

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Those are the four things that are included in the secret sauce.

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Okay?

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So let's get into each of those things and kind of talk about

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what each one of those are as an overview and then each, you know, I.

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, I told you each episode, after this one we're gonna go a little bit deeper

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so that you can really have a better understanding of each one of those things.

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And, um, just so you know, this is exactly how I teach my clients to set up their,

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you know, frameworks and talk about like what they do and highlight what they do.

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We do this overview episode first and we talk about like what this is about and

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do an overview and then we, you know, do an episode each one after for, you

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know, going a little deeper for each.

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So the first topic let's get into is talking about positioning.

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So positioning is both.

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It includes naming and includes knowing who you are talking to and

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E and being easily identifiable.

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So that means that when people see your podcast, when they see your podcast cover

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art, they should be able to raise their hand and say, oh yeah, this is for me.

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Like this person is talking directly.

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Okay.

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And that's important because a lot of times you just have that split second.

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It, a lot of times you just have a, a minute to, not even a minute, um, I

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don't know what the actual like number of seconds is, but it is an actual number

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of seconds, like research, you know, data of like the amount of time that you have

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to actually capture somebody's attention.

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And so we wanna make sure that we are positioned in a way that

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someone can easily raise their hand and say, I know this is for.

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. So this is why like when we talk about naming, I'm always like,

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please don't name your podcast after yourself unless you're like Oprah.

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Because although you can like, this is not a like you can't, can or can't do.

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This is a, if you want the ingredients, the secrets all to a podcast

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that's gonna get you leads quicker.

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It's the straightest line to point A to point B.

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It's like, how do we name this in a way where the people who are

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looking for what I'm offering.

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can easily identify with this and they want to purchase this, right?

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Or they're going to want to buy from me, or they're gonna be able to

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know that this is exactly for them.

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So that's positioning.

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It's like being easily identifiable.

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Like how do we, you know, it also has to do with like having your finger on the

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pulse of like, what's the most, current need that your clients have right now.

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What is it that they want to hear?

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What is it that they need to.

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Like that, you need to say to them, what message do you need to get across?

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Like, you know, if you're a business, um, coach, like maybe instead of having like

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the business coach podcast, how about we.

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Attack a particular angle of business coaching.

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Like maybe it's like we're talking specifically about offers because maybe

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in the, you know, in the industry, that's the thing that's like really

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struggling right now and we want more people to, like, we wanna appeal to

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like what's going on in the industry.

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Or maybe if you're a marketing coach, maybe you are, you focus in

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on a, maybe doing an a AI podcast.

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Like I've just been kind of crazy.

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AI and all the, the things that are going on with it and everything that

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you're gonna be able to do with it.

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Um, because it's like timely.

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Okay.

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And like, yeah, sure.

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Maybe later on down the road you can rebrand or you can open up your topics.

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You can talk about more, you know, more than just ai.

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But, um, in the beginning that's gonna give you the best chance is being really

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specific and positioning yourself like in that need that your people are having.

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. Okay.

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The next part is content, which again, it's my favorite,

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favorite, favorite topic.

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And it's because it's the most important.

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So your messaging and positioning, I mean, they go like really

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closely, hand in hand, right?

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So like, if we are talking about ai, like, that informs a lot of the

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messaging that we get to put into our.

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Like what people are feeling, how they're, you know, like what's, what's

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going on in real life for them right now?

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and then also positioning yourself as the answer to what it is that these

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people are really, like your people are really needing or wanting in this moment.

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And also, you know, part of content is just like understanding your

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audience and understanding again, where they are and creating content

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that meets them where they're at.

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And really doing that in a way where you are inspiring people to take action.

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Where you are shifting beliefs.

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Your content is less about three ways to create your perfect, podcast now.

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And it's more about how we are shifting people to believe that

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they need or want something.

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So here in this episode, for instance, this is like I'm telling

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you like I'm my goal, okay?

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So if I get it wrong, I get it wrong, but this is what I'm trying to do.

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It's to convince you to shift your belief from I can go into this, however, to

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like really understanding that if you do go into this with a solid framework,

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with a solid strategy, you can have the results that you're wanting to have.

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You can, so that's the goal of this, right?

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And so that's why we're like, giving examples and that's the goal.

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I'm not necessarily.

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talking all about like, here's exactly how you do this.

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Like step one, step two, step three.

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Because again, you have to understand your audience and how to craft content

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that your audience is going to want and need and get them inspired to want to

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listen and take the next steps, right?

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And then you need to also create content based on what you're.

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Like I, I know that's not like a, like a groundbreaking concept, but it can be.

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So I just did a strategy called with someone for their second season, and

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we based the whole season around.

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The Mastermind that's gonna be launching around the same time as

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we're gonna launch the second season.

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Like that makes sense, right?

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Like that's, it's silly to think that we would not do that, but

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you would just be surprised.

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I'm not surprised anymore, but you'd be surprised at how many people are

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creating this random content that has nothing to do with like what's

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going on in their marketing calendar, what's going on like in their

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business or what they're trying to.

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So when you create content in this way, all those things that

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I talked about, that is gonna be like your winning way ingredient.

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And when we go into the content episode, I will actually break down

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and tell you exactly how to do this.

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And what I do with my clients.

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Okay.

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I'm just gonna go ahead and tell you,

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I'm just gonna go ahead and tell you.

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Usually I'm not into the like Ttt g part of here, but this part I'm gonna be T tee.

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So if you go skip or you go listen to that episode, you need to be prepared to

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like learn some, like some, some shit, because there's gonna be lots of nuggets.

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And then the next thing that you need in, in the secret ingredients is.

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Is selling Jesus Christ.

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This is the part that makes me like giggle the most.

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Okay.

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Not to like poke fun, but I have so many people who come to me and they're like,

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can you help me make money on my podcast?

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And I say, okay, let's go take a listen.

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Let's go see what you're.

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Okay.

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And you know, to mine, not surprised anymore in their podcast

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episode, they don't sell anything.

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They don't talk about their offers.

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I don't even know what they do.

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To be honest, , like after their episode, I don't know what you're doing.

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Like I don't even know what you actually do in your business, and I have no idea.

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You never talk about your offer.

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And maybe, maybe, maybe, maybe, maybe, maybe, maybe in the very end of your

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episode at the very last sentence of your outro, you share that with me.

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maybe then, right?

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And I'm like, why are you putting your offer.

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Your thing that you want to sell the whole purpose of your podcast in the

Angie Jordan: 00:18:04

very end of your episode, like if you were to get a sponsor for your

Angie Jordan: 00:18:09

podcast tomorrow, I can guarantee you that they would not put their offer

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at the end of your podcast episode.

Angie Jordan: 00:18:18

By the way, they're gonna put it at the beginning.

Angie Jordan: 00:18:19

They're gonna put it in the first 25% and they're gonna put it the

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first 50%, or they're not gonna want.

Angie Jordan: 00:18:24

Okay, so why are you putting your own stuff back there?

Angie Jordan: 00:18:27

But that's how it always is.

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They're afraid to do a commercial.

Angie Jordan: 00:18:30

Like, oh my God, my people are gonna be so offended that they're

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listening to this free content.

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And there's a fricking commercial in it.

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Like, oh my God, I can't do that.

Angie Jordan: 00:18:37

So they are going to, they're , like, it's kind of funny.

Angie Jordan: 00:18:41

Um, And I, they're really scared to talk about their offers or they don't

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know how to talk about their offers, and nobody knows what they're talking about.

Angie Jordan: 00:18:48

So selling in your podcast is going to be so key, and knowing

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how to do that skillfully and actually knowing how to do that.

Angie Jordan: 00:18:58

Unafraid and straight up dropping your offers is, um, obviously one of the

Angie Jordan: 00:19:03

most important parts of this, like making money from your podcast thing.

Angie Jordan: 00:19:07

But you know, I digress.

Angie Jordan: 00:19:09

We'll talk about that more later.

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And then the last part is making your podcast.

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This is the last part of the special sauce in the framework, is really

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making your podcast a part of your overall marketing strategy.

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And.

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You know, primarily for my agency, we help people launch their podcasts and

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so we don't get to do this part really until after when someone comes back

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to us for like a second season or they sign on with us for like a year long

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and we get to really work together on their marketing strategy and their

Angie Jordan: 00:19:43

podcast, this part is really the key to.

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Turning this into a lead generation machine because when you're launching

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a podcast, like a lot of the focus is on like, let's get a bunch of

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eyeballs, let's get some reviews, let's get like this content put out there.

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But once you get the content put out there and you get the hang of like recording and

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your production and like how all of this fits together and what's going on, right?

Angie Jordan: 00:20:10

Once you get the hang of all of that, then we get to go deeper into.

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Now, how do we take each podcast episode?

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How do we share this?

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How do we get all of our content from social?

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And now, you know, tie it back to our podcast.

Angie Jordan: 00:20:27

How do we get our content from our podcast?

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And then how once we post it, do we drive people back to our podcast?

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How do we incorporate our podcast into, you know, our offers?

Angie Jordan: 00:20:36

So like, what are we offering throughout the year?

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Like that's how we should be creating all of our podcast content around what are

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we saying in our podcast that supports, you know, what we're trying to sell.

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creating blog posts, creating like, how do we make this into like a comprehensive,

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full marketing strategy that goes where it incorporates into everything

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else that we're doing in our business.

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And let me tell you why I think that is so important.

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It's because the number of people that I see quit podcasting.

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This is, this is really.

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It's because they haven't figured out how to incorporate your podcast into

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what you're, you're currently doing.

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And so it's this extra thing that you have to do.

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You're spending extra time.

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You are, you know, it feels like a lot for maybe a little return

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because you're not doing it.

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you haven't figured this framework out.

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You haven't figured it out, so you don't know what you're doing.

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. And so maybe that's why it's holding you back.

Angie Jordan: 00:21:35

I kinda lost my train of thought there, by the way, . But, but they

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haven't taken the time to, uh, make the podcast part of the overall strategy.

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So then they quit because like, it's not working, but it actually

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is working and can be working if you incorporate, and it's so

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important to do it so that you don't.

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because it can be such a great addition to your marketing.

Angie Jordan: 00:21:58

Okay, so like I said, in the next couple of episodes, we're gonna go

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over each one of those even more.

Angie Jordan: 00:22:04

This is like the overview of the secret sauce of like what it takes

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to have a podcast that is going to make you money in your business.

Angie Jordan: 00:22:13

I love, love, love, love, love, love, love talking about this, and.

Angie Jordan: 00:22:17

Thank you so much for being here.

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Come over to my Instagram at Angie m Jordan and let me know what

Angie Jordan: 00:22:22

you think about this episode.

Angie Jordan: 00:22:23

Let me know if you think about the podcast.

Angie Jordan: 00:22:25

Come say hi, whatever.

Angie Jordan: 00:22:26

I love it when people drop into the DM straight from my podcast.

Angie Jordan: 00:22:29

It is like truly, truly, truly one of my favorite things.

Angie Jordan: 00:22:33

So thank you so much for being here, and I'll see you in the next episode.