100 episodes

If you're looking to grow your podcast audience, radio and podcast veteran Erik K. Johnson helps you transform your podcast information into entertainment that keeps your audience coming back episode after episode.

Podcast Talent Coach Erik K. Johnson

    • Technology
    • 4.5 • 47 Ratings

If you're looking to grow your podcast audience, radio and podcast veteran Erik K. Johnson helps you transform your podcast information into entertainment that keeps your audience coming back episode after episode.

    Podcast Promotion Questions – PTC 480

    Podcast Promotion Questions – PTC 480

    HOW DO I GROW MY PODCAST?
    When it comes to growing our podcast, I get many questions about podcast promotion. How do we get in front of new listeners and invite them into our show?
    On this episode, we'll answer a variety of questions about podcast promotion.
     
    PODCAST GROWTH EQUATION
    There are two sides to the podcast growth equation.
    A larger audience involves keeping your current listeners coming back week after week while you are attracting new listeners to your show.
    If you are only promoting your show on social media and to your email list, you are only speaking to people who already know you. This does very little to grow your audience.
    However, podcast promotion on social media and to your list is important to keep your current listeners coming back every episode. So, keep it up.
    To grow, you also need to get in front of new listeners who are unaware of you. Invite those people into your world, so you can increase the number of listeners.
    As we go through these questions around podcast promotion, we'll start with some fundamentals around structure and process. We'll then talk about visibility. Finally, we'll get to when and what to promote.
    Let's jump in.
     
    PUBLISHING DAY
    What day of the week and what time do you release your podcast episodes? I’m about to launch my new podcast and I want a set date and time for when I release my weekly episode.
    -Craig
     
    The great thing about podcasting is that it is on-demand entertainment. People can consume it whenever they would like.
    The day and time your publish your show isn't nearly as important as your consistency. Be there when they are ready to listen.
    People are creatures of habit. Get them in the habit of listening to your podcast.
    I listen to my favorite podcast on Saturdays when I am working around the house. I believe he publishes sometime on Friday morning.
    In fact, he records the show on Wednesdays. Unless your podcast is dealing with current events that would be dated in a few days, timing isn't critical.
    It really doesn't matter to me when my favorite podcast publishes. I only care that he is there consistently when I'm ready to listen. That consistency builds trust with your audience as well.
    Pick a day and time. Then, stick with it.
     
    SHOW NOTES
    Does anyone read show notes? I personally don’t read them on podcasts I listen to. I write a simple episode description for ours but don’t really add anything else. Should I be putting more detail in?
    -Tim
     
    Yes, you should probably add more detail.
    Your show notes really serve three purposes.
    First, your show notes should provide the important info from your episode that your listeners might be seeking.
    This info could be links that you mentioned in the show. It might be the lead magnet you were offering or a book you referenced.
    Your show notes could offer a bulleted list of points you made during the episode. Maybe you were talking about the top 7 tools you currently use. Listeners might come to your show notes to find that list.
    The next purpose of your show notes is Google juice. When you create SEO-rich show notes, you make it easy for Google to find you.
    Spending a little more time adding detail to your show notes will improve your SEO. Use strong keywords and optimize your notes as much as possible.
    The final purpose of your show notes is accessibility for those with disabilities.
    It is important to make your podcast content available for those with hearing and vision impairments. The best way to do this is with a full transcript.
    Changes in iOS 17.4 include support for auto-generated transcripts in the Apple Podcasts app. However, transcripts will only be available for English, French, German, and Spanish-language podcasts.
    Adding more detail to your podcast will make it easier for those with disabilities to consume your content.
    There are many benefits to putting in a little more time and effort into your notes.
     
    INCREASE VISIBILITY FOR PODCAST PROMOTION
    H

    • 30 min
    Cindy J. and Making Money – PTC 479

    Cindy J. and Making Money – PTC 479

    When coaches come to me for assistance, one of the most common challenges is making money with their podcast. Most are using their show incorrectly and spending time in the wrong places with the wrong activities.
    There is a misconception about podcasting. You make money WITH your podcast, not FROM your podcast.
    By that I mean your podcast doesn't generate money. You're not making money from the show. When it comes to making money, use your podcast to promote your revenue engine.
    As a coach, your revenue engine would be your coaching. If you sell affiliate products, you make money from affiliate commissions, not from producing the podcast.
    THREE CHALLENGES
    There are three major challenges podcasters face when trying to generate revenue with their podcast.
    The first is selling ads and sponsorships. They are spending time on the wrong activities.
    Next is spending too much time on their guest during an interview. It's a delicate balance to demonstrate your authority while making your guest look great.
    Finally, coaches do not have a strong call to action that leads listeners to becoming clients.
    Let's jump into each of these individually.
    Before we do, I would love to help you build your monetization strategy. Take advantage of my complimentary podcast strategy call.
    During your strategy call, you and I sit down to define your goals. We determine where you are today. Then, we build a strategy to get you from here to there.
    This isn't a heavy pressure sales call. We'll work together to build your strategy. When we are done, we'll have an idea if we like each other. If you'd like to see some options to achieve your goals, we can talk about how that looks.
    You can apply for your complimentary podcast strategy call online at www.PodcastTalentCoach.com/apply.
    Let's get into the challenges.
    ADS AND SPONSORSHIPS
    The first challenge is selling ads and sponsors. There are a few issues with this.
    First, only 7 percent of all podcasts have an audience large enough to attract sponsors.
    Second, it takes a lot of your time to sell a sponsor. Once you sell one, you need to start selling the next. It is rarely recurring income.
    Instead, spend your time on your clients.
    Next, you can only put a limited number of sponsors and ads on your show. Therefore, it caps your revenue potential.
    Finally, it treats your podcast as a commodity. Your ad offer is just like every other ad offer. You don't control the price.
    Sell your own offers instead of selling other businesses through ads.
    MAKING MONEY WITH INTERVIEWS
    The next challenge is your interview. Many hosts spend a lot of interview time making their guest look great.
    When Oscar came to me, he was struggling to get his podcast Deep Listening: Impact Beyond Words to do anything to grow his consultancy.
    I listened to his show and realized he was a great interviewer. However, he did very little to tell me what he offers.
    The interview is typically about what the guest offers. We send our listeners to our guest's lead magnet or website.
    However, we don't want to make the interview all about us. It's a delicate dance.
    Be sure to carve out time on your show to demonstrate your expertise and show people what you do.
    CALL TO ACTION
    The final challenge is a call to action. Hosts often deliver great content but fail to ask their listeners to do anything.
    What do you want your listeners to do when the episode is over?
    Your call to action should be the first step toward working with you. The content on your episode should lead to that call to action.
    Have a strategy for each episode to get your listeners one step closer to working with you.
    CINDY J. HOLBROOK
    I want to help you spend more of your time on money making activities.
    Cindy J. Holbrook the Visibility Wiz joins me on the show today.
    She guides entrepreneurs and small business owners to thrive as you go up the ladder from being the best-kept secret to Trusted and In-Demand Authority.
    Cindy J. has been coaching sinc

    • 46 min
    Relationships Equal Know, Like & Trust – PTC 478

    Relationships Equal Know, Like & Trust – PTC 478

    LOVE THY NEIGHBOR WITH BETTER RELATIONSHIPS
    I have a vision to help us love thy neighbor. We need more relationships in our lives. And our podcasts can help us do exactly that.
    PERSPECTIVE
    It is funny how our attitude changes when we realize we know somebody.
    Our default attitude is confrontational and offended.
    Someone cuts you off in traffic and we get upset. Did they cut your off? Or maybe they didn't realize their lane ended. It's perspective.
    Someone takes two plates through the buffet line instead of one, thereby taking more than their fair share. Or maybe they were getting a plate for their handicap spouse who can't stand in a buffet line.
    Someone left their trash all over the fast food table. Or maybe they got a frantic call that their child was rushed to the hospital. Again, perspective.
    Remember, we only know what we know. And when we have strong relationships, our default tends to be forgiveness rather than confrontation.
    IT'S WHO YOU KNOW
    One winter we got around 12 inches of snow three weeks in a row. It was a time my attitude changed once I realized we had a relationship.
    It was early January, and I was pulling into the parking lot of the radio station. It took longer than usual to get to work, because of all the snow.
    When you get that kind of snow, you take it slow and exaggerate your moves. You turn slower and wider. It takes longer to stop. You ease your way through snow.
    If you've ever lived in a cold climate, you know snow plows come down the street creating small walls of snow in front of every driveway. Nothing is more frustrating than just getting finished shoveling your driveway only to have the plow push a big wall right back into your fine work.
    When I got to the station that morning, the plows had pushed the snow from the street right into the entrance of our parking lot. It was pretty good sized and took some effort to get through it.
    As I pulled into the radio station lot just before 8 AM, I had to go around this little BMW that was high centered in the snow. He tried to take his little low profile car through the snow wall the plow had created. Not smart.
    Anyone who has driven in snow knows you don't drive a sports car in the snow. And, you surely don't try to drive through deep snow. Common sense.
    I had a few choice words under my breath as I drove around him and found my parking spot. I walked into the building as he continued to spin his tires trying to get out of the snow.
    Again, anyone who has driven in snow knows you don't spin your tires. You'll never get out. Rock it and ease it out.
    THE MEETING
    When I opened my email at my desk, I saw an invite for an all staff meeting at 8:30.
    At that meeting, the vice president of our company introduced our new general manager. He had just arrived from Tucson, Arizona.
    And yep, he was the guy stuck in the snow in that BMW.
    I probably should have helped him get unstuck. He surely didn't know any better.
    DEFAULT TO CONFRONTATION
    Why do we default to irritation or confrontation? Why are we offended first?
    We don't know what we don't know. We make assumptions about people when we really don't know the full story.
    It's because we lack relationships. Tech makes it so easy to say things behind a screen name that we would never say to someone in person.
    It is easy to send a scathing email when we would never say those same things face-to-face.
    The way we act in the digital world creeps into how we act in the real world, because we spend most of our time in the digital space. It becomes second nature.
    RELATIONSHIPS IN BUSINESS
    It happens in business as well. We are shopping on Amazon. When getting gas we pay at the pump. We don't talk with travel agents any longer.
    With the pandemic, menus went to our smart phones with QR codes. You can even buy a car from a vending machine at those big Carvana towers.
    We have no relationships in business. Rather than buying from someone you know, it has all been reduced to a battle for price.

    • 30 min
    Turn Your Podcast Into A Book – PTC 477

    Turn Your Podcast Into A Book – PTC 477

    HOW TO WRITE A BOOK
    Are you ready to turn your podcast into a book?
    6 REASONS TO WRITE A BOOK
    Each week you work hard to spread your message and share your vision.
    If you produce an episode a week, you'll have 50 episodes in just under a year. With four pages of show notes (or 1,200 words), you could turn your podcast into a book.
    But, why would you want to go through all the work to write a book? There are six big reasons.
    INCREASED VISIBILITY
    Writing a book will help you achieve increased visibility.
    You will a reason to be interviewed on other podcasts and in other media.
    It is possible that people will begin talking about your book and create a buzz.
    Your book will the the launching point of your visibility.
    BUILDS CREDIBILITY
    Writing a book will also help you build credibility.
    Just being a published author gives you credibility. Authors know what they are talking about.
    The time and energy you put into a book communicates that you're serious about your topic and an expert in your industry.
    INSPIRE OTHERS
    Writing a book will help you inspire others.
    People can revisit your book again and again as you share your story and vision.
    Talk about your why and get people to follow you and your mission.
    CONFIDENCE
    Writing a book will give you confidence.
    The sense of accomplishment you achieve when you write a book is amazing. Seeing your book in print is exhilarating.
    When you step in front of an audience with your book in hand, you can't help but feel proud and confident.
    MAKE MONEY
    Writing a book can help you make money, but probably not from the book.
    It takes a lot of book sales to make money. However, it can be quite profitable when you leverage the book to land speaking gigs, build your credibility, and grow your business.
    Your book can bring people into your world and build a relationship. It can then lead to deals and revenue opportunities.
    LEARN A LOT ABOUT YOURSELF AND YOUR NICHE
    Finally, writing a book will help you learn a lot about yourself and your niche.
    When you put your thoughts on paper, you get amazing clarity on your subject.
    But, the writing process itself will help you learn a lot about yourself. You will learn discipline writing everyday. The book will help you get clarity on your vision and discover what really stirs your soul.
    Writing a book will also help you learn more about your niche. Digging into your topic and getting clarity on their needs and pains will help you uncover things about your niche you never knew was possible.
    STEVEN LEAPLEY
    There is great news. You don't need to write the entire book yourself.
    Steven Leapley is an executive ghostwriter from Southern Califormia. He helps creative people like you write their book.
    Steven specializes in creating impactful books and articles for executives, entrepreneurs, elite military personnel, and emergency medical professionals.
    With a rich background spanning various careers including a Navy Corpsman, professional musician, aspiring farmer, and a full-time RV living minimalist, he empowers clients to craft influential content.
    Committed to inspiring belief and building relationships, Steven's life philosophy is encapsulated in his motto: "When You Love Your Life, You Leave A Legacy".
    Steven joins us today to help us discover how to turn our podcast into a book.
    Get Steven's 21 Questions To Ask Before Hiring A Ghostwriter. Send him a message on linked in here: www.PodcastTalentCoach.com/ghost.
     
    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.

    • 37 min
    Jay Fairbrother Creating Your Mastermind – PTC 476

    Jay Fairbrother Creating Your Mastermind – PTC 476

    MONETIZE WITH A MASTERMIND
    Creating a mastermind is a great way to monetize your podcast.
    It is easy to wonder why people would pay to be in a mastermind. When you can bring a group of people together to stir the power of a mastermind, it is well worth then investment.
    MASTERMIND LINKS:
    Mastermind Ready Scorecard: http://www.PodcastTalentCoach.com/jay
    Jay Fairbrother: http://jayfairbrother.com
    Six Figure Masterminds: https://sixfiguremasterminds.com
    NAPOLEON HILL MASTERMIND
    In his book Think and Grow Rich, Napoleon Hill defines the Master Mind principle as, "Two or more people who work in perfect harmony for the attainment of a definite purpose. When working with a positive mental attitude, this group will constitute an unbeatable force."
    Hill goes on to say, "No two minds ever come together without, thereby, creating a third, invisible, intangible force which may be likened to a third mind."
    There are five big benefits of being in a mastermind. When you curate the power of the group, you save your members time and effort trying to create the power themselves.
    It takes time and effort to find the right people to create your mastermind. When you bring together the right mix, great things happen.
    MY MASTERMIND
    I have been in a few masterminds. Each runs a bit differently.
    My primary mastermind consists of just two people, my friend Jon and me. But it didn't begin that way.
    In 2017 this mastermind was started by Jon and consisted of four of us. We were all in the online business space building and growing our businesses. This weekly meeting provided support and encouragement to each of us.
    Six months later, two members left and we had two new members joined. Of our two new members, one only lasted a month.
    Over the years, members have come and gone each contributing in their own way. Jon and I have remained consistent.
    We haven't looked for any new members for quite some time. We simply support each other each week to reach our goals.
    I've been in three other masterminds that have had up to a dozen participants.
    From these experiences, I've experienced many benefits. Let's look at the top five.
    CHALLENGES
    First, we share challenges. Each week we bring the big challenge we are facing.
    Just talking out the challenge often generates a breakthrough.
    Sharing challenges also shows members they aren't unique in their challenges and are not going through struggles alone. We all run into hurdles.
    FEEDBACK
    The mastermind also provides a high level of feedback.
    When the members are carefully selected, each has a unique super power. Feedback comes from many different perspectives.
    Receiving feedback from and solving problems with a variety of perspectives can be very powerful. It also generates a variety of solutions.
    COLLABORATION WITHIN A MASTERMIND
    When you mastermind with other amazing minds, you have the opportunity to collaborate with great people.
    This is completely different than networking. You are creating amazing relationships with great minds.
    OPPORTUNITIES
    A mastermind can open an whole new world of opportunities. When the people in your mastermind need experts in various fields, they will look to people with whom they've already created relationships.
    Your mastermind can create business opportunities, speaking gigs, new guests, and a variety of other situations.
    ACCOUNTABILITY
    Finally, your mastermind provides accountability.
    Information alone doesn't create transformation. It takes accountability.
    When you know you have to show up every week and report your progress to members of your mastermind, you tend to take action and get results.
    Great things happen when you take action. The accountability through your mastermind will help you reach your goals.
    THE MASTERMIND GUY
    Today, Jay Fairbrother joins us to discuss the power of a mastermind.
    Jay is a serial entrepreneur, business coach and mastermind guru with 30 years of experience starting, buying and selling 7-figure businesses. He

    • 50 min
    Jeanette Shore on Building Community – PTC 475

    Jeanette Shore on Building Community – PTC 475

    THE POWER OF PODCASTING IS BUILDING COMMUNITY
    When it comes to building community, there is nothing more powerful than your podcast. We often talk that people do business with those they know, like and trust. It's all about building community and rapport.
    (See my next workshop at www.PodcastTalentCoach.com/workshop.)
    BUILDING COMMUNITY
    I was on the radio one afternoon and suddenly developed a case of the hiccups. It happened while the mic was open and I was on the air.
    There was not much I could do about it at that point. I said, "If this keeps up, this is going to be a very long show."
    Two days later I was a hockey practice with my son. Two moms came up to me and said, "When you got the hiccups the other day on the radio... that was the funniest thing we ever heard."
    Being human and sharing our authentic self on the podcast is how we build friendships. When your audience listens to you episode after episode, they get to know you and really building community.
    WHY PODCASTING
    Podcasts and audio in general are a very personal medium. People are usually listening to you with headphones.
    When you are in their earbuds, you are having a very personal, one-on-one conversation. Only they can hear you.
    If you say something on your show that makes your listener laugh, people will wonder what they are laughing about because nobody else can hear you. It is that kind of personal connection that starts building community.
    Video doesn't have that power. What I see on video you see. Nothing left to the imagination.
    We also "perform" on video. It is a little more difficult to be ourselves. It simply isn't natural.
    With your podcast, we are in a room alone talking intimately to people we cannot see. We aren't worried about what we look like. It is just a personal conversation building relationships.
    YOUR FUNNEL
    As you're building community with your listeners, you can get them started down your funnel.
    Being your authentic self on your podcast build the rapport. Your audience begins to trust you.
    When you then offer your free resource or make a call to action, your audience is more likely to act upon that request.
    Your podcast is a powerful way to grow your email list when you're using the show for building community.
    JEANETTE SHOREY
    Let me show you how it works in real life.
    Jeanette Shorey was on my Podcast Profits Summit to share how she uses her podcast to grow her business. I want to bring you that conversation here.
    Jeanette Shorey is a National Board Certified music educator with over 25 years of experience. She is an Arts Integration Specialist, an instructional coach, a National presenter and a mentor.
    Jeanette mentors music teachers through The Happy Music Teacher Academy. She is the author of resource books and the creator of The Happy Music Teacher Podcast.
    She uses her podcast for building community and growing her business.
     
    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.

    • 32 min

Customer Reviews

4.5 out of 5
47 Ratings

47 Ratings

SuccessibleSHE ,

Fun & Wowser Practical

Love it

Robyn Bragg ,

Great Advice

Erik offers excellent advice, from not wasting time and energy trying to monetize through ads and sponsors to focusing on what matters most in a podcast to really build the know, like, and trust factor—service! Plus, I’ve worked with him one-on-one in planning my own podcast escapades and he is a great guy who practices what he preaches.

Jon Edward Fugler ,

An expert at your ear tips

Yep, listen and learn. Erik knows what works. Cuts through the clutter. Gives us practical counsel. I like the fact that he has been coaching talent for 30 years and knows what a good podcast should sound like. You can shape your presentation by listening to his advice. I’ve been in radio for 40 years so I know he’s telling it like it is. Take it and use it.

Top Podcasts In Technology

Boston Consulting Group BCG
Cool Zone Media
Lex Fridman
Jason Calacanis
BBC Radio 4
BG2Pod

You Might Also Like

Dave Jackson & Daniel J. Lewis
Dave Jackson
Big Podcast
Dave Jackson
Daniel J. Lewis
Dave Jackson