Podcast Talent Coach Erik K. Johnson

Stories connect you to others, because the stories you tell reveal things about you. Those stories let people get to know what you like, believe and value.
VINCE GILL
The way he tells stories is why so many people love country icon Vince Gill. He is so open and transparent with his stories you just feel like you're best friends 5 minutes after meeting him.
Vince released his first album in 1985, but really broke through in 1989 when he signed with MCA Nashville.
When he released Gun Slinger in 2011, he invited a group of us to his house to listen to the album.
His house is pretty amazing. He lives in one of those renovated homes built a hundred years ago.
THE RECORDING STUDIO
At the front corner of Vince's house is a recording studio.
Imagine a large family room. You enter the studio down a couple steps in the middle of the long wall.
To your left surrounding the exterior of the room is his amazing guitar collection. Under the countertop that rings the three walls to the left are about half a dozen drawers. Each holds two guitars.
Hung on the walls above the counters are more guitars as if you were in a music store. There had to be a few hundred guitars in that room. Vince told us most of his collection was in storage with his touring gear.
In the middle of that left half of the room sat the large mixing console facing the far wall with a small recording booth through the door in the close corner.
The right side of the room looked like a warm den. There were oversized chairs, a nice couch, a few end tables and a fireplace. I imagined a lot of songwriting was done in that room.
On wall straight across from the entry stairs was the bookshelf holding his various Grammy Awards, CMA Awards, and other accolades. The Grammys and other awards his wife Amy Grant won were on the shelves as well.
THE STORIES
Above the fireplace hung a destroyed vintage guitar.
I asked Vince about the story behind that guitar.
He said when the floods of 2010 hit Nashville, the storage facility most of the big country artists used for much of the gear was under water. All of the gear in that huge warehouse was destroyed, including many of Vince's prized guitars.
The guitar that hung on the wall was one of the oldest that Vince had in his collection. He salvaged it from the flood and hung it on the wall as a reminder of how precious time is for all of us.
As we made ourselves comfortable in the studio, Vince had his producer cue up the new album. He would then proceed to tell us a story about how a song was recorded or about the inspiration behind a song.
Then he would play it for us. It was amazing.
BREAD AND WATER
One song on Guitar Slinger held a very special place for Vince. He told us "Bread and Water" is loosely based on his brother who had a rough stretch of life.
Vince's brother was in a car accident and almost killed when he was just 21. He never fully recovered.
As he told the story of his brother, Vince said his brother would kind of hobo around. He would often spend time at the mission.
Vince then plays the song for us.
The opening stanza of "Bread and Water" goes like this:
One night he wandered into that old mission
The one out on the poor side of town
He really had no interest in salvation
Just a place to lay his drunk ole body down
Vince got a little choked up when he told the story of his brother as he introduced the song.
Once he played it, the song took on such a different and more powerful meaning for all of us in that studio. Check it out on YouTube. You'll see what I mean.
INTERESTING STORIES
After about four songs, Vince says, "Are you guys enjoying this or are you just getting bored with my old stories?"
Each and every one of us emphatically chimed in that we wanted more stories. I could have sat there for a week and listened to Vince tell stories.
It was truly one of the highlights of my career. When the Eagles recently came to town, I went to see this tour, because Vince was playing guitar and

One of the biggest struggles podcasters face is how to monetize a podcast. They simply rush to the monetization phase without doing the foundational work first.
MONETIZE A PODAST WITH AUTHORITY
Before you can monetize your podcast, you need to have authority and influence in your niche.
In this episode, I will share nine ways to monetize a podcast. But none of these ideas will work without authority.
If you can't influence a room and move the crowd toward action, no monetization strategy will be effective.
To have influence and authority, you need to become well known in your niche. You will become well known by becoming known well. And you become known well by telling your story and building a relationship with your audience.
The rapport you build with your audience feeds that authority. When they are ready to solve their problems, your audience will start with those with whom they have a relationship.
Relationships start with familiarity and grow into trust. It is the foundation of authority and influence.
Once you have influence over an audience, you can motivate them to take action. 
This is where all monetization begins. If you aren't monetizing your podcast, you probably haven't spent enough time building relationships, authority and influence.
If you would like help building that strategy, take advantage of my podcast strategy call. You can find details and apply for a call with me online at www.PodcastTalentCoach.com/apply.
Let's talk about why coaches struggle to monetize a podcast.
PODFADE
I was working with a client creating a strategy to get her interviewed on other podcasts. It's a solid way to grow your audience.
The term podfade has been around for years. A podcast podfades when the host just stops publishing new episodes and the show fades away.
It has often been said that the big hurdle is around 7 episodes. I always thought it was an old wives' tale.
Then she and I opened Apple podcasts and started searching for podcasts that fit the criteria.
To find shows that will interview you, the podcast needs to meet 3 important criteria.
First, the show needs to fit your niche. It should appear that the podcast is talking to your ideal target listener. Not necessarily your topic, but indeed your listener.
Next, the prospective podcast needs to actually interview guests. There is no need to reach out to a show that doesn't do interviews.
My podcast was solo for the first 275 episodes. It didn't stop people from reaching out telling me they would make the perfect guest.
Finally, the podcast needs to be actively publishing new episodes.
FRESH EPISODES
So we searched caregiving in Apple podcasts. Here is what I find today.
12 Step Guide to Caregiving – 1 episode published in May 2018
Twenty-Four Seven: A Podcast About Caregiving – 19 episodes, last in December 2022
Caregiving Coach – 19 episodes, but last was July 2023
The Caregiving Secrets Show – 7 episodes, last published June 2021
Caregiver Storyteller – 18 episodes, last show November 2023
Caffeinated Caregivers – 9 episodes, but only 3 in the first 5 months of this year
Caregiver Conversations – 19 episodes, last published July 2023
Caring for the Caregiver – 4 episodes, last published September 2020
Eye on the Caregiver – 22 episodes, last published May 2023
Caregivers Share – 9 episodes, last published December 2023
The Senior Caregiver Podcast – 8 episodes, last published November 2019
The Purposeful Caregiver – 14 episodes, last published December 2023
Now there are many others that have hundreds of episodes. But these dozen have fewer than 24 episodes. They didn't even make it half a year.
Whether it's 7 episodes or 14 episodes, many podcasts fade away early for 3 reasons.
First, the podcaster realizes that podcasting is more work than they thought it would be. They don't have a system to consistently produce a weekly episode without eating their entire week.
Next, the podcaster discovers the au

FIRST, GET NOTICED
Before you can grow relationships with your audience and become an authority and influencer in your niche, you need to get discovered. Making your podcast discoverable is one of the first critical steps.
So many podcasters struggle to grow their audience. However, they are doing very little to be visible and become discoverable.
You cannot expect people to just show up to your podcast. It takes diligent, deliberate action on your part to get in front of those listeners.
As you build the relationships, many will become fans for life.
CHICAGO GETS NOTICED
I just saw the band Chicago perform Wednesday night. It was a full house even though only 2 of the 10 guys on stage were original members of the band.
Jimmy Pankow on trombone and Lee Loughnane on trumpet were the only two original members on stage. Robert Lamm is still listed as a member, but for some reason he wasn't there.
Even the lead singer is the third replacement after Peter Cetera left the band in 1985.
Chicago has been touring for over 55 years. Over those years, they have been building relationships. They have toured relentlessly for years gaining more and more fans at each show.
In 1971, Chicago performed a week of sold out shows at Carnegie Hall in New York City. They were the first rock band to do it and turned the shows into a 4-disc box set as their fourth album.
Six years later in 1977, Chicago became one of the first acts to receive the Gold Ticket Award from Madison Square Garden in New York City. It was a new award given to performers who sold over 100,000 tickets to performances at the venue. Chicago drew over 180,000 people to the venue in nine sold-out appearances there over the years.
On Wednesday night, a full house at the 5,000-seat outdoor amphitheater sang, danced and partied with a band that was a shell of its former self. And the fans couldn't have cared less.
It was legacy.
The music holds a special place in the hearts of fans even though the original guys aren't there performing it.
It's all about relationships.
DISCOVERABLE THROUGH PODCASTS
Relationships begin by getting discovered.
There are many ways to get discoverable. Some work better than others.
In studies that have been done, most people discover new podcasts through word of mouth. They hear somebody else mention the show.
Therefore, my favorite way to get discoverable is to get interviewed on other podcasts.
Podcast listeners listen to podcasts. Give them options.
SUMMITS
I find summits a good way to become discoverable. Though all summits are not created equal.
I've been on summits that have 15 people at the session. However, I was on an AI summit a few weeks ago where 350 people were there.
A summit is like a virtual conference. A group of experts give presentations centered around a the theme of the summit.
Summits typically last anywhere from one to five days. The session are usually interviews or presentations.
During the presentation, the presenter will usually offer a free lead magnet to get people on their email list.
When I was on the summit with 350 people in the room, I was able to add 125 people to my email list. Just ensure your presentation and gift match the audience the summit is attracting.
OTHER WAYS TO GET DISCOVERABLE
There are a variety of other ways to get discoverable.
You can get on stage at conferences in your niche.
Find ways to get mentioned in articles.
Do Facebook lives in groups with group owners. Just connect with the owner of the group and see if you can add some value to their group.
I've have huge success speaking to masterminds. These are typically small groups, but they've invested to be there.
You can also create your own virtual events that partners can promote.
DANIEL J. LEWIS
Today, I want to share an interview I did with Daniel J. Lewis. He is a master at getting your podcast discoverable.
As a multiple-award-winning podcaster, Daniel J. Lewis gives you the guts and teaches you the tools

To make your impact on the world, you need attention, authority and influence. A great way to create that rapport is through virtual events.
PROMOTE THE EVENTS
You can promote your virtual events with your podcast. At the virtual event, you can get closer to your audience, build stronger relationships, and demonstrate your expertise.
To be an influencer, increase your visibility.
Virtual events are any online gathering that allows you to present to a crowd and move a room.
Some of the most common virtual events include webinars and summits. You can also create workshops, VIP days, masterclasses, networking events, 3-day events, meet-ups, online conferences, and a variety of other gatherings.
On your podcast, you can discuss the transformation people will experience at your event. Then, make the invite.
At the event, deliver value, help people get results, and make an offer to them.
BEST EVENTS STRUCTURE
There are three things your participants should receive at your events.
First, they need to receive your training. Teach them something that will help them solve a problem.
Next, they need to do something. This could be homework during a 3-day event or simply generating ideas during a webinar. Get your participants to take a step forward.
Finally, participants of the events need to share. They could share the ideas they just generated in the chat during a webinar. During 3-day events you can put them into breakout rooms to share with each other.
Sharing makes the doing real. This is similar to sharing goals. Studies show that when you share goals, you are more likely to achieve those goals.
Learn, do and share is an effective structure of all great events.
POWER OF EVENTS
There are many benefits to doing live events.
Events give you more face time with your prospects. You can build stronger relationships and rapport as part of the sales process. They get to know you better.
These events let you learn more about your prospect and their challenges. The more they do and share during the events, the more you discover how you can help them. It is powerful market research.
Events allow you to make more offers to your prospects. These people are spending good time with you. If you've built your structure properly, you are providing great value. Now you can offer them the next step with you.
Finally, events give you more visibility. You gain by the visibility of promoting the event. There is benefit by the visibility you get during the event. And then you can benefit by continuing the discussion online with participants after the events.
MY EVENTS
When it comes to building my events, I learned by watching those already conducting successful events.
By participating in and helping with their events, I learned what worked and what didn't. I discovered what I should do and what I should avoid.
To make my events successful, I tried to find those who already had authority and influence in their niche. Then, I offered to help them with their events for free. I just wanted to be close enough to learn.
Today I conduct a variety of events including summits, workshops, 3-day events, masterminds and more. It has been a powerful way to build my authority and influence. It can help you as well.
EVENTS WITH JANELLE ANDERSON
Today, I've invited events expert Janelle Anderson on the show to help us learn how to create our own powerful event.
Janelle Anderson is known as the Speaking Confidence Coach for coaches. She is a Certified Professional Coach, author, and renowned speaker.
Janelle is on a mission to empower coaches to launch on a strong foundation of clear messaging aimed at the audience most aligned with their passions and strengths.
She helps coaches grow their business through masterful speaking and storytelling with her business, Emerging Life Coaching.
Her latest event is the Art of Influence Summit where I'm proud to be a speaker. Enjoy my conversation with Janelle Anderson.
GET STARTED
Get started with

INTERVIEW GUESTS AND MORE
Podcasters have been hitting me up with great questions looking for answers. Today we talk about booking big name guests and demonstrating your expertise during interviews without talking the spotlight from your guests.
We will also answer questions about bringing energy to your podcast, podcasting 2.0, and the pros and cons of joining a podcast network.
If you have a question you'd like me to answer, email me at coach@podcasttalentcoach.com.
 
PASSION AND ENERGY
I remember you always said to be authentic. And I’m doing just that. However, I feel that I lack energy. I certainly don’t feel like I’m boring. And the stats are showing it. Something inside of me keeps telling me that I shouldn't decide how exciting I sound, it’s my audience that will decide that. How do I overcome the need to feel that I need to bring the energy like John Lee Dumas but I’m afraid I will sound like a rodeo cowboy? I just want to be me.
-Edwin Soler – Closing the 18 Inch Gap
 
TWO DIFFERENT THINGS
Passion and energy are two different things. You don’t need to be JLD wild to have passion.
When I hear you talking about the people you help or the struggles you’ve encountered at your last job, you get passionate. That doesn’t mean you are overly energetic.
You definitely do NOT want to sound like a bad wedding DJ or some horrible car lot commercial.
People can easily identify fake energy. It's like a fake smile. Faking it will blow any trust you've developed with your audience.
But being authentic will endear you to your audience.
Authenticity is being real and revealing things about yourself. Being authentic is about stirring emotion.
Think of a suspense thriller you've seen. These movies aren't over the top enthusiastic. However, I would argue they have a lot of energy.
Suspense thrillers have you sitting on the edge of your seat with a knot in your stomach wondering what will happen next.
Don't confuse sounding exciting with being exciting.
BRING YOUR PASSION
As you approach your podcast, be passionate about the topics you select. Smile a bit, and let the audience feel your enthusiasm for the content.
It is similar to reading a story to your audience versus telling them a story. Reading the story to the audience doesn't have the same excitement and connection.
When you deliver your content, vary your inflection a little. Stir different emotions throughout the content. Make them smile a bit. Get them choked up. Surprise them. Get under their skin and annoy them a little.
Above all, let your audience get to know you.
When you stir emotion and you talk about content that is interesting to you, I have no doubt you’ll be authentic, energetic, and enthusiastic.
 
CONNECTING WITH GUESTS
What are some good strategies to attract and connect with celebrities to appear as guests on my podcast? My podcast is "Cancer and Comedy: Healing Through Hope and Humor" and can be found at cancerandcomedy.com. I'm looking to have guests who are entertainers and other public figures who have faced cancer and have a story to tell of how they overcame their circumstances to have success. Two examples of dream guests would be Michael J. Fox and his Parkinson's Foundation and SNL performer Vanessa Bayer who overcame Leukemia.
-Brad Miller – Cancer and Comedy
 
WHO DO YOU KNOW
For really big stars, reach out to their publicist. I Googled Michael J. Fox publicist and found Sharron Elkabas and her phone number. A quick search of the publicists for stars will help you get started.
You might also consider a subscription to IMDb Premium. The cost is $12.50/month when you buy an annual subscription. That membership will give you contact info to most representatives.
When you are reaching out to people to appear on your show, lead with what's in it for them. How will the guest benefit by being on your show?
You might start with people who have something to promote, like a book or new movie. They hav

USING PUBLICITY TO GROW YOUR AUDIENCE
To grow your audience, you need to consistently attract new listeners. Marketing your podcast requires publicity and public relations.
YOUR PUBLICITY
Publicity is defined as notice or attention given to someone or something by the media.
Getting on other podcasts could be considered publicity. You're leveraging media to draw attention to you and your show.
The average podcast listeners consumes around 8 different podcasts each week. To draw attention to your show, get on other podcasts.
But you can also use other media as well.
My client Greg Payne hosts the Cool Grandpa podcast where he helps grandfathers connect to their grandchildren in more powerful ways.
Greg was featured in an article in the New York Times. His monthly downloads doubled overnight.
That New York Times article led to another article in the Atlanta Journal-Constitution newspaper.
Get outside of your insulated circle and find other media who can highlight you.
THE ART OF PUBLIC RELATIONS
Public relations is defined as the state of the relationship between the public and a company or other organization or a famous person.
Use publicity to improve your public relations.
You know I'm big on relationships. The rapport you're building is the foundation of all sales.
There are a variety of ways to let people get to know you and build those relationships.
Getting interviewed on other podcasts is my favorite way. But you can also share your story in newspaper interviews, magazine articles, blog features, Facebook lives, YouTube video interviews, and any other opportunity you can find to get in front of your ideal target listeners.
MAKE IT EASY
To get others to interview you, make it easy. Post your speaker sheet on your website for easy access. You can see my speaker sheet on my website at www.PodcastTalentCoach.com/speaker.
When people are interested in interviewing you, direct them to your speaker sheet. This will contain how they will benefit by interviewing you. It also lists the best ways to contact you.
A speaker sheet helps you appear professional and organized. It will make it easier for people to contact you for publicity.
I'm always looking for opportunities to be interviewed. If you would like to have me on your show, let's see if we can find a time to make that work.
Email me at coach@podcasttalentcoach.com and let's make it happen.
JILL LUBLIN
To help you with your publicity and public relations, I'd like to share this interview I did with Jill Lublin.
Jill is an international speaker on the topics of Publicity, Networking, Kindness and Referrals. She is the host of the "Jill Lublin Show" and author of 4 Best Selling books. Her latest book, Profit of Kindness went #1 in four categories.
Jill is a master strategist on how to position your business for more profitability and more visibility in the marketplace. She is CEO of a strategic consulting firm and has over 25 years experience working with over 100,000 people plus national and international media.
To make an even bigger impact, Jill also leads a conscious kindness community.
Enjoy my conversation with Jill Lublin.
Such a great conversation with Jill Lublin. You can grab her free publicity action guide at www.PodcastTalentCoach.com/jill.
Grow your audience by getting in front of new listeners. Find new people you can invite into your audience. Get started this week.
 
If you don't have a mentor who can take your hand and walk you every step of the way, go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. We will develop your plan and see how I can help and support you to achieve your podcast goals.