Paul Colligan, How Podcasts and Sales Funnels Work Together

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YouTube Transcript: English (auto-generated)

00:00
welcome to funnel hacker radio podcast
00:02
where we go behind the scenes and
00:05
uncover the tactics and strategies top
00:07
entrepreneurs are using to make more
00:09
sales dominate their market and how you
00:12
can get those same results here is your
00:14
host Dave Woodward hey everybody welcome
00:18
back at funnel Hecker radio today you
00:20
guys are in for a massive massive treat
00:23
that the opportunity of having basically
00:25
one of the gods of all podcasting a guy
00:29
a total mass respect for and that’s Paul
00:31
Paul Colligan so Paul welcome to the
00:33
show
00:34
Wow thanks for having me Dib I guess
00:36
this is as I met this is such an honor
00:38
for me I’m so excited to have you on for
00:40
those you guys no no Paul Paul is an
00:42
Amazon best seller on all sorts of crazy
00:44
fun topics everything from how to stream
00:46
video how to podcast YouTube strategies
00:49
is works than featured in several
00:50
publications including huffington post
00:52
and that effect this is a guy you
00:54
basically find on speaking on stages
00:56
around the world because he absolutely
00:58
knows anything and everything there is
00:59
to do when it comes to podcasting and
01:01
videos and YouTube strategies I am so
01:03
honored to have you on and I’m so
01:05
excited to get talking about this
01:06
because this is a topic I have so many
01:09
people asking about all the time in that
01:10
is today I hear all the time about the
01:13
ports are doing a podcast but how the
01:14
world actually monetize this so Paul
01:16
anything else you want to add to your
01:18
introduction before we dive right in no
01:21
I’ll take down send a copy to my mom the
01:25
only thing I’d say is that really the
01:28
the YouTube for me has always been about
01:33
an alternative distribution channel for
01:35
my podcast content and the live
01:37
streaming stuff has always been for me a
01:40
mechanism for recording podcast content
01:43
so really in the midst of all the stuff
01:44
I do you can see me is very unfocused
01:46
which my wife does often or or you could
01:49
see a grand scheme here and at the
01:51
center of the university is podcasting
01:53
so so I’m excited to be here oh thank
01:56
you again I we were just talking about
01:58
the other just few seconds before we
02:00
started recording here that is I am so
02:02
jealous of your voice you have this
02:03
voice that was just made for this
02:05
audience and I just I was so bad I had a
02:08
powerful commanding voice like you have
02:10
I can we squeeze you guys is trying to
02:13
make it me
02:13
so thank you for having just a
02:15
commanding voice of what dog world
02:18
entire podcast yeah there is your world
02:20
yes there we go so I wanted to just dive
02:24
into this concept you may mentioned far
02:26
as this whole intersection of podcasts
02:28
and sales funnels that to me is like the
02:32
holy grail of of all this stuff so if
02:35
you don’t mind kind of just tell people
02:36
a little bit about why podcasting is so
02:39
important why they should be doing it I
02:41
know you got a awesome book coming out
02:42
on exactly how to podcast in fact I’m
02:45
tell everybody right now by the time
02:47
this launches the book should be hitting
02:49
the bookstores everywhere else you can
02:51
buy it so real quick make sure you go to
02:52
how to podcast book calm again how to
02:55
podcast book calm you get all the stuff
02:57
to pause and talk about but I want to
02:59
make sure you get it right away so with
03:00
that said Paul tell me a little bit
03:03
about when you look at podcasting first
03:05
of all white why podcasting what is so
03:07
important about podcasting podcasting is
03:11
all about focus and podcasting is all
03:15
about attention if I get an email from
03:20
Dave he is on one of the three screens
03:23
on my desktop he’s in you know three
03:26
three monitors on the desktop one of
03:28
probably 15 screens open with the phone
03:32
playing in the background you know there
03:34
there’s 87 distraction points when I
03:37
read an email from mark you know when I
03:39
visit you know
03:40
Russell’s site you know that’s a
03:42
different window with the email from
03:43
mark and it you know I mean it’s all
03:45
over the place and that’s the one we
03:47
play in and I get that and the desktop
03:51
lets us do sexy things video
03:53
interactivity live all that stuff but
03:56
here’s the funny thing
03:57
I might have 37 people screaming for my
04:00
attention but right after this interview
04:02
I’m going to lunch and when I go to
04:04
lunch I’m going to get my car and I’m
04:06
going to listen to a podcast and
04:08
whatever podcast I listen to on the way
04:10
to lunch has my complete and undivided
04:13
attention for the drive think about that
04:18
I don’t know that’s every marketers
04:21
fantasy you know I mean it’s what we
04:24
want with these would they really badly
04:26
for
04:27
seven million Americans drive by
04:30
themselves in their car to and from work
04:34
on the average of a 30-minute commute
04:36
all you have to do to get their
04:39
attention is be better than Drive time
04:41
radio you know can you be better than
04:46
the weather every three minutes guy and
04:48
I’m going to bet you could be better
04:50
than the weather every three minutes
04:51
guys so so you have this this intimate
04:54
wonderful regularly scheduled
04:58
conversation of time and depth and
05:02
opportunity that you just don’t get
05:04
anywhere else and that’s the beauty of
05:08
this that’s the beauty of podcasting
05:11
that you don’t get in any other format
05:14
you know if we need to go long we’ll go
05:17
along if this is a short topic we’ll go
05:19
short
05:20
you know you’ll release this we were
05:21
looking at the release time and I said
05:22
hey let’s let’s make this smart you know
05:24
in terms with the release of the book we
05:26
have all that opportunity so it is an
05:28
intimate conversation anytime anyplace
05:31
anywhere any device and it’s
05:34
mind-blowing its absolutely mind-blowing
05:36
what the opportunity we have I might do
05:39
a lot of work with gel polish and I did
05:42
a presentation for Joe about his podcast
05:44
and he said he said you know look look
05:46
up at the staff and find something funky
05:47
in the stats to kind of get everybody’s
05:49
attention and I went into the stats and
05:51
there was a country called Turkmenistan
05:53
that I know nothing about I don’t know
05:54
how much you know about Turkmenistan but
05:56
nothing I looked it up and like the
05:58
first entry in Google at the time was
06:00
like the CIA Factbook for all the human
06:02
rights violations and then the second
06:04
thing was like world journalism watch
06:07
and apparently this is like a
06:08
ridiculously savage country maybe
06:10
savaged not savage you know five percent
06:14
of them have internet access Twitter is
06:16
illegal YouTube’s illegal Facebook’s
06:18
illegal all the social networks are
06:19
illegal yet Joe shows getting downloaded
06:22
on a regular basis and Turkmenistan oh
06:24
my gosh I mean that’s mind-blowing you
06:28
know I had back in the early days when
06:30
we were trying to figure out consumption
06:32
of podcast and we asked our we asked our
06:34
audience we said hey just got us know
06:36
how you consume this we’re trying to
06:37
understand what the consumption
06:38
protocols like
06:40
and we got a lot of people were in the
06:42
car that was typical but one guy said oh
06:45
whenever I get an episode from you I
06:47
know it’s going to be big so I have a
06:49
common cup of tea and I go for a walk on
06:51
the beach you know and like wow you know
06:55
with him yeah it’s one guy said I listen
06:58
to this with my teenage kid um and you
07:01
know mind blowing now back in the early
07:03
days we were taught this is back when
07:05
the iPod this is believe it or not I got
07:08
into podcasting before the iPhone my
07:09
first podcast book actually doesn’t
07:11
mention the iPhone and back us back then
07:14
the iPod used to be really really locked
07:16
up tight and I did the show and we were
07:21
talking about how tightly locked up it
07:22
was and we were talking about how gurus
07:24
you know you know a russell brunson type
07:27
of character could will they do well one
07:28
day in the future if there was a
07:30
pre-loaded media player with its content
07:31
you know look at what Russell’s doing
07:33
now with marketing in your car and and I
07:35
think you know point is proven but back
07:37
then 10 years ago that 12 years ago we
07:40
were chatting about it and how they need
07:42
to unlock it and yada yada yada I met my
07:45
first podcasting event and a guy walks
07:48
up to me and he says hey my name is Dave
07:49
SAFTA what are you Dan and Dan goes I
07:52
make pre-loaded media players for gurus
07:54
and speakers like holy crap this is
07:57
awesome
07:58
you know I’ve been talking about you
08:00
like I didn’t know you exist I’ve been
08:01
talk about you know the show because
08:02
yeah I know that’s where I got the idea
08:04
for the company oh my gosh like what you
08:07
launched a company based on my ramblings
08:10
yes you know and cool
08:15
intimate intimate and then of course my
08:16
favorite story one of the emails we got
08:18
back and I still will not forget this
08:19
ever we can email back that says mr.
08:23
Johnson has me burned the episode 2 CD I
08:27
give the CD to the driver and mr.
08:30
Johnson listens to it on the way home I
08:32
don’t know what the driver does what the
08:35
CD once mr. Johnson has arrived home you
08:40
know so this is an intimate conversation
08:42
a dialogue a piece that you just have no
08:45
where else nobody gets YouTube doesn’t
08:48
get this Facebook doesn’t get this email
08:50
doesn’t get this only podcast and gets
08:52
it
08:54
so that’s why I love it now let’s talk
08:56
to problems because there are problems
08:58
there are problems in podcast number one
09:00
be any time any place anywhere element
09:04
of podcasting removes urgency you know
09:09
if I go to a podcast you know I log on
09:12
to puddle hacker radio today and I see
09:14
you’ve got you know our photo haka radio
09:17
at least at iTunes I see you got 125
09:18
episodes you know as cool as this show
09:21
is I cannot you know consume that all in
09:23
one day so it’s in the back of the mind
09:26
it’s that perpetual folder on the Shelf
09:28
kind of thing I know one day I’m going
09:30
to go to funnel Packer radio that’s
09:32
that’s bad now we got to do something
09:35
about that and then the other thing is
09:37
is podcasts are so cool so intimate I
09:43
finally realized my friend Ed Dale
09:45
explained this to me and and Edie did
09:47
this perfectly he said podcasts are
09:49
cookies ok what does that mean
09:52
do you like cookies I love chocolate
09:55
chip cookies they’re like my downfall
09:57
exactly nobody under everybody loves a
10:00
cookie now Dave does your mom make
10:02
cookies no no no makes cookies in your
10:06
life my wife does okay beautiful
10:09
beautiful so your wife you come home one
10:11
day and what’s your name Carrie Carrie
10:14
yeah okay
10:16
you come home Carrie has a plate of
10:18
chocolate chip cookies and you go thank
10:20
you Carrie this is why I love you this
10:22
is why I married you it’s beautiful now
10:23
now it’s confession time Dave have you
10:26
ever got an extramarital cookie yes I
10:32
have yes you have mrs. Fields it was it
10:36
that missus crianza activist Otis
10:38
Spunkmeyer okay Otis good Otis here’s
10:41
the deal when you think of Otis and
10:43
cookies you have no problem paying for
10:47
an Otis cookie you’re a-ok you have no
10:51
problem cookies you paying for cookies
10:53
but the thing is your wife is your wife
10:55
if you came in one day and she had a
10:56
plate of cookies and she said it’s $1
10:58
per cookie like the whole relationship
11:01
is just wrong yeah you know what I mean
11:05
and here’s the faith
11:07
a lot of podcasters go a couple hundred
11:11
episodes giving giving giving giving
11:14
giving giving giving and then all of a
11:17
sudden they try to sell a two thousand
11:18
dollar course that’s like you coming
11:22
home one day and your wife and your mom
11:24
or your boyfriend or your girlfriend or
11:25
your dad or your maid or mr. Johnson
11:28
whoever so they start searching for
11:30
cookies there’s a pattern interrupt
11:31
there that is just unacceptable it
11:34
doesn’t work did you’re right you know
11:37
and so people try to solve that one of
11:39
two ways way number one is they’ve
11:42
ignored that reality and in the ignoring
11:46
of that reality they failed miserably
11:47
because nobody buys anything of
11:49
significance from a podcast it’s just
11:54
not the communication nature it’s not
11:55
the vehicle the podcast is the free
11:57
cookie you give you give you give you
12:02
know how many books am I going to sell
12:03
from this I don’t know you’ve got a
12:05
pretty good audience maybe I’ll sell a
12:06
few but but this is giving giving giving
12:08
this this isn’t strategic and and and
12:10
you know the Kindle version will be
12:11
cheap and all that stuff you know
12:13
podcasting is a giving mechanism okay
12:18
now yeah here’s what happens the other
12:22
people go well there’s no way that I can
12:25
sell something on the podcast so they do
12:27
the whole ad insertion thing so now
12:30
you’ve got a show about funnel hacking
12:33
is that all of a sudden has a commercial
12:35
from GoDaddy domains or something you
12:37
know so be ridiculous and then and then
12:38
people listen and they go well okay it’s
12:41
paid for by the you know it’s paid for
12:43
by the commercial the transactions done
12:45
reciprocity received and they go away
12:47
you know neither one of those mechanisms
12:51
are that good here’s the way the
12:55
mechanism gets good okay here’s the way
12:58
the mechanism gets good do you happen to
13:01
know what episode this is going to be by
13:02
any chance I can tell you this is going
13:05
to be episode 127 beautiful so when
13:09
people want to find episode 127 what do
13:11
they do they go to funnel Hecker radio
13:16
and and try to find it okay okay so
13:20
a lot of podcasters here the first thing
13:22
I watch you do they okay I’m kidding no
13:24
but it’s awesome fix the website here’s
13:27
how you find episode 127 it’s a total
13:30
hacker radio.com ford slash 127 got it
13:35
you know how you find episode 128 it’s a
13:38
fun hide radio clown that’s went towards
13:39
/ 128 okay now I’m going to say you go
13:44
to phuddle hacker radio comm ford / 127
13:47
and i’m going to say there is an ability
13:51
for you to download a worksheet on the
13:54
forums of podcast monetization
13:56
it’s a worksheet that I’ve done for my
13:59
high-paying clients and it’s somebody we
14:01
can’t go into on this episode but I want
14:03
to give it to you so head out - final
14:07
hacker radio comm forward slash 127 and
14:10
you can get that now what I just did
14:12
here was I started the funnel now we’re
14:18
going to continue to give we’re going to
14:19
continue good to give we’re going to
14:20
continue to give but now people have a
14:23
reason to come to the website and people
14:25
have reason to give you their email
14:26
address and I’ll send you the PDF file
14:29
we’ve just started the cycle now
14:32
everybody who signs up for the forum’s
14:34
of podcasting worksheet they’re used to
14:38
being marketed by email you sell them
14:42
say by email they’re used to that they
14:44
know that until I go to Spunkmeyer paint
14:46
paint a buck fifty for the cookie you
14:47
get that that grooves there this is how
14:50
podcasting and funneling you know this
14:56
is how they come together so now you
14:58
produce the show around a giveaway you
15:01
produce the show around a PDF you know a
15:04
lead magnet an ethical bribe whatever
15:06
you know your internet guru told you to
15:08
call it call it that but then base your
15:11
show around it now imagine what’s when
15:15
your favorite shows day if other than of
15:16
course the podcast report what’s when
15:17
your favorite shows I would be marketing
15:19
secrets
15:20
okay marketing secrets so marquee
15:22
secrets is a great show now if you
15:25
started listening to marketing secrets
15:26
and that that Russell character started
15:31
out by saying hey
15:34
today’s topic is so huge I had my
15:36
designer develop a really beautiful
15:39
flowchart that you can print off and put
15:41
on your wall we’re going to go over
15:43
everything with flowchart of this
15:45
episode and it’s the full episode but I
15:46
want you to grab that flow chart by
15:48
going to marketing secrets comm forward
15:51
slash 8422 or whatever episode of
15:54
Rosanna you know now still give the
15:57
episode still give the full cookie still
15:58
give everything refresh it’s still
16:00
intimate it still personal it’s all the
16:02
things that podcasting are but now those
16:05
who are really interest in this topic
16:06
will come in they’ll give you their
16:08
email address the PDF now here’s it’s
16:12
beautiful you get a number of things
16:15
from this and the coolest of which at
16:18
the bottom of the list is the email
16:20
here’s the thing if you do a thousand
16:24
downloads about a topic okay and you
16:28
offer those thousand downloads where to
16:30
go for more and nobody opts in you know
16:34
what you just realized about your
16:35
audience nobody cares about that topic
16:39
or these going further with that topic
16:42
right this is huge that’s I’m taking
16:46
notes here this is the best stats in the
16:49
world now here’s the funny thing you
16:52
take ten episodes you take the ten
16:54
topics that you think your audience is
16:55
the most interested in you do 10
16:58
episodes about those 10 topics you
17:00
divide the downloads by the opt-ins you
17:03
figure out which one has the highest
17:04
percentage for more engagement BAM you
17:07
just did more research you have more
17:09
stats you have more of anything then
17:12
Apple will ever give you now is what you
17:17
hide of course is a funnel tool you know
17:19
you need a tool where you can start with
17:21
email and maybe a download and a video
17:25
and that kind of thing this is why I’m
17:26
so excited to come on the show here
17:27
because you know anybody listed this
17:29
knows click funnels and notice what the
17:31
opportunity here is it of course once
17:33
you build your template once you create
17:35
one for every episode and you go smart
17:39
this is how podcasting makes money
17:46
oh my gosh I’m loving this this honestly
17:50
I could say I’ve had this conversation
17:51
with so many people saying they do so
17:54
much work and so much time and effort I
17:55
don’t see I’m ever going to be able to
17:57
get any return on my investment in
17:58
podcast besides just throwing a whole
18:00
bunch of free content out there this has
18:02
answered every question anybody’s ever
18:04
asked me about podcasting and you’re the
18:06
first person who’s ever provided it I
18:08
mean this is Paul I love love this
18:10
intersection of podcasting in sales
18:12
models and the whole way of monetizing
18:15
this is fantastic and it’s easy and it’s
18:19
natural and it’s personable and it’s you
18:23
know and you can do things different
18:24
ways for your audience depending on how
18:26
your audience is and how they go but
18:27
here’s the great thing if you you know
18:30
so we do those 10 episodes with those 10
18:32
topics obviously the first email is
18:35
here’s your giveaway but email number
18:39
two is here’s more content about that
18:42
topic so you know you’re referring them
18:45
back to the other podcast then what will
18:47
depend like if you’ve got another
18:48
episode about that sitting back but you
18:50
might have another piece you might have
18:51
a giveaway you might have you know but
18:53
imagine if I listen to the intersection
18:56
of podcasting and funnels and I got a
18:59
giveaway and then the next day you
19:01
emailed me something that also related
19:02
the intersection and then the next day
19:05
you mail be something that also related
19:06
the intersection I am yours forever oh
19:09
yeah absolutely and here’s the cool
19:11
thing I am yours forever if I listed the
19:13
datas came out I’m yours forever if this
19:16
if I’ve listened to this for years after
19:19
this episode comes out because you set
19:22
up the funnels and it’s all in play oh
19:27
my gosh this is awesome now this does
19:31
break some podcasting norms because the
19:34
average podcaster thinks well I’ll just
19:35
get somebody fun on the phone and we’ll
19:37
interview you know you got to have a
19:40
giveaway now sometimes you just get
19:41
smart you know sometimes maybe you know
19:43
you have a cheat sheet you know the
19:45
greatest takeaways from it or maybe you
19:48
talk to the person interviewing ahead of
19:49
time and say there’s something you can
19:50
give away or or this this or that you
19:52
know you got to find something you have
19:54
to work a little bit harder but the
19:56
benefits the payoff is just absolutely
19:58
tremendous
19:59
so now you do 20 episodes with 20
20:02
different topics that you think your
20:03
audience is about you do the math you
20:04
figure out which one’s the most
20:05
important you launch season 2 you focus
20:07
entirely on that and you just narrow it
20:10
on the niche and that’s that’s where
20:12
podcasting becomes fantastic and then
20:16
when you hear things like you know well
20:19
I just got added the Google Network you
20:20
know I don’t know if that’s good or not
20:21
well of course it’s good because the
20:23
Google Network is now adding opt-ins to
20:26
your list sure of course you know I just
20:28
got added on stitcher or I just found
20:29
out I can’t say her name but she rhymes
20:32
with Mamiya
20:33
and she’s in the room right now she’s a
20:36
tube she comes from Amazon you know my
20:38
shows on there and if that’s getting me
20:42
opt-ins
20:42
that’s fantastic if some lame offshore
20:47
pirate guy thinks they could download my
20:48
mp3 you can redistribute my mp3 for fun
20:51
and profit you know what god bless him
20:53
or her you know and so it just becomes
20:59
the most fantastic device in the world
21:01
if you go to an audience it doesn’t want
21:03
to do podcast burn these bad boys to CDs
21:05
and give them out put them on pre-loaded
21:07
media players do whatever make sense
21:09
that’s the intersection one person who’s
21:13
doing this really really well is a gal
21:15
named Amy Porterfield I don’t know how
21:16
has her on the show yet Amy’s a dear
21:19
friend of mine and it was beautiful I’m
21:21
Amy was it at a recent event and
21:23
somebody was asking it was QA and they
21:26
asked Amy to say hey Amy I noticed that
21:28
I’m you know most of the time you do the
21:31
opt-in thing but every once in a while
21:32
you don’t do one and is that because you
21:35
want to give to your audience is that
21:36
because marketing blob you know all
21:38
these high and mighty things and Amy
21:41
goes it was beautiful was Amy and in
21:43
pure Amy form Amy goes no those are
21:46
usually the ones where I owed somebody a
21:47
favor and I’m kind of annoyed with those
21:51
you know because every episode is a
21:54
machine for her she was one of our top
21:58
10 affiliates on a also expert secrets
22:02
book launch and she really did nothing
22:04
but the odd cast nothing like that but
22:08
the thing is she probably did a giveaway
22:10
sure I don’t know that episode and she
22:12
probably mail
22:13
the people who sign up for the giveaway
22:14
on a regular basis I was so shocked
22:17
Annika was one of the main reasons I
22:18
wanted to have yachts I’m like I miss
22:20
done this podcasting game and so when
22:23
you and I met that genius networking and
22:26
also over the product mods form and
22:27
stuff I was so crazy I was just like oh
22:30
my gosh I’m not make sure you’re on
22:32
because you are like the guy and this is
22:34
exactly exactly what I was hoping you’re
22:36
going to deliver and as always you
22:38
always over deliver I mean well I think
22:40
it is so cool that you’ve been able to
22:42
help people understand the monetization
22:45
of a podcast because I’ve I’ve struggled
22:47
with myself as you mentioned you were
22:49
over a hundred episodes and I have
22:50
people come on and they’ll you know
22:52
they’ll give their their link or
22:54
whatever the end I’m totally fine with
22:56
that
22:56
but I’ve never been able to actually
22:58
drive traffic and see a way of actually
23:02
bringing people back into our funnels by
23:03
doing this and I just I’m not kidding I
23:06
I have not I’ve taken so many know
23:09
something I’ve got to make sure this
23:10
gets implemented this gets implemented
23:11
so this is fantastic content thank you
23:14
so much
23:14
well and let’s come back in a couple of
23:16
months and re-examine what you’ve done
23:18
and we could do a review for everyone
23:20
and everyone can look at how how funnels
23:22
to be integrated into their show as well
23:24
because you know a podcast funnel
23:27
intersection is great obviously for
23:29
funnel hacker radio but it’s also great
23:31
for every single niche out there you
23:37
know this is not a model for only a
23:40
certain segment this is a model for
23:42
everyone well because I think the
23:46
hardest part is what you explained
23:47
earlier Paul Medus it is it is that
23:50
whole free cookie dilemma where I felt I
23:52
feel violated
23:53
honestly drive crazy when I’m listening
23:54
to a podcast I know that they’ve got an
23:57
advertiser on and the advertiser has
23:58
absolutely nothing to do the empty
24:00
content is that totally disconnected and
24:03
I think okay I get it you got to make
24:04
some money on it I’m fine with people
24:06
making money obviously the whole reason
24:08
bistec but it’s weird it’s weird or
24:10
you’re right you know and it’s
24:15
unnecessary you know and and and I
24:20
played I had a client I don’t want to
24:25
talk poorly about anyone but I
24:27
fermented with ads for a little while on
24:29
the podcast report just to you know you
24:31
know I’d always said that it was weird I
24:33
always said that was weird on the guy
24:34
better you know actually speak from
24:36
experience and I did and it was weird
24:37
yes you know and and and you just don’t
24:43
have to and that’s the same one of my
24:45
big you know monikers is the only
24:47
problem with new media is when you treat
24:49
it like old media you know old media you
24:52
had to insert the ads you know that is
24:55
the only option now we don’t have to
24:57
anymore
24:58
now now it’s fantastic and it also makes
25:01
Russell makes good money he’s a smart
25:05
boy but you know one of the great models
25:08
is Russell goes out on stage
25:10
Russell teaches his brains out for
25:13
whatever the segment is and then Russell
25:15
makes an offer for more like it’s where
25:18
the greatest conversion models in the
25:19
world a webinar teacher brands out for
25:22
whatever time you have make an offer for
25:24
more podcasting give for them the time
25:27
you have make an offer for it’s the same
25:32
thing imagine I also got up at you know
25:35
Joe polishes genius network annual event
25:37
and halfway through it said this
25:39
presentation brought to you by audible
25:41
if you can get a 7.95 set free I mean
25:44
the audience is watch it you know right
25:51
you’re right you know so now let’s talk
25:55
so I just talked how beautiful
25:57
podcasting is I just chatted about the
25:59
elephant room I just chatted about the
26:01
answer to the room so now of course
26:03
everybody’s question is okay how do i
26:05
podcast absolutely okay that’s the next
26:08
step I didn’t want to be the how to
26:10
podcast guy because the money isn’t in
26:12
the how to podcast part actually there
26:14
are some people making a lot of money in
26:15
the how to podcast part and I’m kind of
26:17
frustrated with them because they’ve
26:18
made it more complicated than it needs
26:19
to be but you know back back to Jill
26:22
polish it kind of all comes back to Joe
26:23
you know on a regular basis Joe sits up
26:26
on stage and says that if you wanna
26:27
learn how to podcast talk to Paul again
26:29
I don’t want to be that guy so I finally
26:32
created the how to podcast book and it’s
26:35
the process to be used here at the
26:36
podcast partnership every client goes
26:38
through this process and it’s really
26:40
really
26:41
would be simple it’s four steps step 1
26:45
make digital media actually create
26:49
digital media’s the new official one for
26:50
for the new version of book create
26:52
digital media step 1
26:53
we’re doing that right now in your
26:56
particular case you and I are on skype
26:57
we’re running both Macs - betty cam
26:59
Skype recorder going and as they say
27:01
this I probably should have had a backup
27:02
for you but sometimes it’s two people
27:05
who just click record on the iPhone
27:07
Russell does it driving to work you know
27:09
amy has a ound board and a mixer set up
27:13
you know but people have different ways
27:15
um you know I’m dealing with one client
27:17
who has literally you know thousands of
27:22
hours of training and she’s like well I
27:23
you know I don’t want to create a more
27:24
content you don’t have to it’s already
27:25
been created step 1 create digital media
27:28
step 2 put it online
27:30
makes sense step 3 make it podcast ready
27:34
now putting something online and making
27:38
a podcast ready is not the same thing
27:39
but of course putting outlines the first
27:42
step and then once you’ve made a podcast
27:44
ready you tell the world that’s it those
27:47
are the four steps and so I’ve got this
27:50
book at how to podcast book calm on the
27:52
current version of the book actually
27:55
really honestly let me flip through the
27:57
pages here really only the first 65
28:02
pages count now I say that because the
28:08
interview there’s a guy named John Lee
28:09
Dumas who’s mastered in the industry and
28:11
then there’s this this bum named Russell
28:13
Brunson and I’ve got interviews that
28:16
I’ve done with both of them on the media
28:18
creation part I do a whole thing with
28:19
Russel about creating you know at that
28:21
time it’s called marketing in your car
28:22
and you know but but that’s the book and
28:26
and that’s the process and it’s just not
28:28
that complicated and the links are there
28:29
to the mic
28:30
you know what microphone what host all
28:33
that stuff it’s it’s in the book it does
28:35
need to be complicated read it you know
28:38
my two favorite stories my two favorite
28:41
paths my two favorite outcomes for this
28:43
podcast is number one the person who
28:45
says hey Paul I read your book in an
28:47
hour I’m now podcasting god bless you
28:51
awesome and by the way I even say in the
28:54
book when you Pond
28:55
as result the book come out to our
28:56
Facebook page tell the world and then
28:59
there’s those who read the book who say
29:00
hey Paul I realize what it is I don’t
29:02
want to manage this can you manage it
29:03
for me that’s how I get my clients so
29:06
good honestly I’m thrilled if you take
29:09
this book and it’s all you need that’s
29:13
awesome
29:15
I don’t ever got that as far as great
29:17
digital media put it online
29:18
make it podcast ready to tell the world
29:20
if you don’t mind help people understand
29:22
what’s the difference between put it
29:23
online and make it podcast ready well
29:26
podcasts so the other thing we got in
29:27
the book is we have my definition I’ll
29:29
tell you boy Dave if you want to start
29:31
if you want to start controversy boy try
29:34
to get the definitive definition of
29:35
podcasting it’s absolutely virus
29:37
everybody everybody wants to have their
29:39
definitive definition and I went when I
29:42
first did this book I tried to put it up
29:43
against the podcasters to have a spine
29:45
they agree on something oh that didn’t
29:47
happen but here’s what I came up with
29:49
and I’m pretty proud of it
29:51
audio or video made available online for
29:55
easy on-demand consumption and/or
29:59
subscription-based delivery okay
30:02
the putting on online part for on-demand

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