How Coaches Can Become More Known: Strategic Podcast Guesting, Speaking, and Content

SUMMARY

John opens the Coaching Clinic without Angie, who is busy applying the show’s advice with new clients, and shares key ways coaches can become more known to generate lead flow. He outlines the main pillars: developing clear IP by knowing exactly who you help, then using authority builders like a book, a podcast or a YouTube channel, speaking engagements (often starting locally and for free), and a focused social media channel rather than trying to be everywhere. He emphasises podcast guesting as a low-cost, accessible, and powerful approach when done strategically, noting most pitches are generic, poorly researched, and “spray and pray.” He recommends personalisation, demonstrating familiarity with the show, and proposing valuable conversation topics, and offers the first three free classes of his Strategic Podcast Guesting mini course via show notes or presentinfluence.com or direct from this link: https://app.hiro.fm/channel/podcastguest

CHAPTERS

00:00 Why Being Known Matters

00:40 Three Pillars Overview

00:57 Books Podcasts Speaking

01:31 Podcast Guesting Advantage

03:20 Social Media Focus

03:41 Do You Need Fame

04:47 Why Pitching Fails

05:54 Strategy Over Spray

07:29 Personalised Pitch Tactics

09:16 Free Guesting Mini Course

10:45 Wrap Up And Next Steps

Want to contact the show? You can leave us a voicemail. It's free to do, and we might feature you on our next episode. All you need to do is go to https://speakpipe.com/thecoachingclinicpodcast and leave us a message. You can also find our clips and full episodes on the exclusive Coaching Clinic YouTube channel: https://www.youtube.com/@coachingclinicpodcast

You can send us a video or voice message on LinkedIn:

John's LinkedIn Profile or go to PresentInfluence.com for coaching enquiries with John

Angie's LinkedIn Profile or visit AngieSpeaks.com

2023 Present Influence Productions Coaching Clinic: scale your business, acquire high ticket clients & master coaching skills 88

One thing that nearly every coach wishes for is to be more well

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known for what they do, but there are

keys to becoming more known in your

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industry, and many of us don't really

know what they are and end up throwing

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everything against the wall in the hopes

of finding one thing that might stick.

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We're about to open the coaching clinic.

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Angie isn't with us this week.

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She's very busy with her new client list.

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She's putting into practice all the

stuff we talk about on this show,

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and she is super busy, but she will

be back with us next time, and we

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are bringing back some of these solo

episodes as well so we can share more

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some of our individual knowledge,

experience, and expertise with you.

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Now, one thing I do know some stuff

about is being more known, how to

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get yourself to become more known.

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And I think there are three main pillars

to this, three essential pillars to this

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that I work with most of my clients on.

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Now one would be having a book,

but that's not the place to begin.

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For most people.

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You have to have a very

well figured out IP.

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For that, you need to know very

clearly who you're helping and ideally

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have a lot of experience in having

been helping people doing that.

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If you've got all that, then you

might well be ready to have the book.

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I think it's still one of the things

more than anything that can establish

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you as an expert, but so can, having a

podcast of your own or having a YouTube

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channel where you're putting out,

regular content that is specifically

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for an audience of people who you want

the help and helps to establish you

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and position you in your marketplace.

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But the other side to podcasting that I

think is most useful is podcast guesting.

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And it's not the first time I've

talked about this on this show,

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but podcast guesting is something

I work with my clients on.

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To help them become more known, because I

think there's a lot of opportunity there.

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Now one other element to this

would be doing speaking work.

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And that might be initially just doing

some speaking at a local Chambers

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of commerce or business networking

group or, local organizations.

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Probably doing some speaking for free to

get known, but from that likely to come

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some referrals and recommendations and

people talking to you either wanting to

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work with you directly or referring people

to you or you to other people that will

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start getting some work coming through.

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So this is all about creating lead flow,

lead generation into your business.

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Becoming known is one of the most

surefire ways to do that I was fortunate

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enough to have a conversation not that

long ago with Mark Schafer, who is a

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branding expert and has a book called

Known, which is all about this kind of

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thing, and we agree on a lot of things,

but he has some great insights as well.

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We do have to work to become known and

that moment where you realize that people

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do know you for what you do, that your

positioning is work, that you are seen

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as the expert, as the go-to person for

what you do, is incredibly powerful and

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will start to get you speaking bookings.

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It will start to get you client referrals.

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We'll have more people searching

for you online as well.

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Now I do think short of having your book

and having the speaking work, one of

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the things that can really lead up to

that and probably the most accessible

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thing for you, other than just being

able to post on social media, which.

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Can be a very loose strategy,

is being a podcast guest.

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Now, I do think now the fourth

element is, social media, but with

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that, I think you have to be very

clear on picking the social media

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channels that work best for you rather

than trying to be on all of them.

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you should really have your main social

media channel for for me, it's LinkedIn.

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Podcast guesting, I think is probably

where you have the most potential.

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Now I'll say it is not necessarily

the case that every coach

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does want to become known.

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You might be quite happy just in contract

work for other companies, and you don't

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need to have that big personal profile

and branding stuff figured out, although.

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Even in companies like BetterUp where

there are other coaches and you're

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still competing for work, is still

a good idea to make sure that you

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look as appealing and attractive as

a coach to the kinds of people that

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are coming into that organization.

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You might want to work with you as you

possibly can, and I do know from my

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friends who do work in the organization

who get their clients from BetterUp,

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that, there are things that their

clients tend to see in their

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profiles that attract them to them.

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So even there, you need to be considering

how you are appealing to the people who

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come through so that they select you

as the person that they want to work

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with and feel happy about doing that.

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But with podcast guesting particularly

is one of my areas of expertise.

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I just think it's a, very low cost

and easy entry point for most people.

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Now, you may hear from a lot of

people that it's very competitive

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to get into podcast guesting right

now, but it's still very powerful.

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My, perspective is a little different and

different to what you might hear those

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other people saying, because I don't think

it's as competitive as you think it is.

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I think the vast majority of people

who pitch podcast hosts do a terrible

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job of pitching themselves, and so.

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Sometimes you can see pitches and believe

me, podcast hosts get a lot of pitches,

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even shows who don't have guests will get

pitches for people wanting to be guests.

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And what does that really tell you?

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Other than that the person hasn't

even checked out your show at all

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and has no idea that you don't

interview people on your show.

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But this is really what

I'm talking about here.

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People do this very slap dash People

go for volume and think, well, if I can

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get on as many podcasts as possible,

then I'm gonna become more known.

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This is the attitude people tend

to have with social media as well.

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If I can be everywhere, if I can be

ubiquitous on all the social media

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channels, I will become more known

and it just doesn't work that way.

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You have to be strategic

about all of these things.

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You can't just publish a book and hope

it's gonna make you more well known.

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You have to have some strategy behind it.

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Otherwise, you are just rushing ahead

without any kind of plan whatsoever.

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Now, I'm a big believer in taking

action and certainly you, will get some

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results, but you probably won't get

anything as much as good as you could

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if you spent at least a bit more time

planning before you launch into it.

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but there is that art of finding

that point between too much planning

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and planning, just enough, and

then starting to take action.

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But most people with podcast guesting

sort of do this thing about, well,

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you may get this as a coach, you

may get this, that people will

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slide into your dms on social media.

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They'll slide into your

emails without invitation.

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Just trying to sell you a product or

service, convince you to hire them.

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I can get you this many bookings in this

many times, or put you in contact with

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the right kinds of clients, or I can get

you on a hundred podcasts kind of thing,

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and you don't know who these people are.

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More than likely you put them in

your junk folder and dismiss them.

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But they, never end.

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So they must get some

work through these things.

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But that is a spray and pray attitude.

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That's really just a hope for

the best kind of strategy and

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hope is not a great strategy.

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I've probably said it many, many times.

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It's really not a great strategy for

building and growing a business, not

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a great strategy for becoming known.

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You do need to be strategic, sorry.

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It would be things like finding some

podcast that would actually give you some

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value to go on that would give you some

notability that people might even talk

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about, where your potential ideal, perfect

future clients are gonna be hanging out.

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Maybe not completely, and that

maybe not a whole audience of them,

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but probably a good chunk of the

audience that would fit for you.

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Those are the kinds of people

that you want to make sure that

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you're getting in front of.

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So it does require a little bit more

work, and that really is where you have

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the ability to stand out above just

about everybody else in the industry,

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because most people don't do the work.

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They just do the automation

and send it out to everybody.

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Hey, this is the media one sheet.

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This is my client, this is why

they're so good, and they'd

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be a great guest in your show.

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And this is the stuff that they talk about

without the slightest look at the other

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person's show, whether they're a good

fit or checking them out, doing things

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a bit more different and taking a more

personalized and strategic approach is

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gonna make you stand out straight away.

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Being able to show that you've listened

to some of the episodes of the show that

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you're trying to go on is also gonna be

a standout moment for them, because most

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people who apply to go on the show, don't.

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Pitching them on a conversation

that would be valuable, admissible

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even for their audience, is

something that most people don't do.

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Sending video messages or, audio messages,

something a little bit different.

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Again, something that

most people just don't do.

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People do a really, terrible job of

pitching themselves to be on podcasts, and

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realistically, one of the things that can

help you get on this so much, is having

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a bit more strategy and personalization.

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Now, one of the things that I've

done to help my clients, my speaker

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clients to is because I believe

that this is such a cornerstone

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strategy for becoming more known,

is created an audio course for them.

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Now, I'm gonna give you access to

that, at least of the first three

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classes of that program, so you can

start the pathway to becoming a,

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Quality podcast guest and becoming

more known as a coach, if that's

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something that you would like to

do, would benefit your business,

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and I highly recommend it as well.

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You will find the link in the show notes.

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You can also go to present influence.com

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and if you look down the homepage,

you will find in the list of

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services, the strategic podcast

guesting mini course there as

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well, and get the link to it there.

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So the first three classes for

that, course are completely free

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to you as well as the resources

that come along with them.

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And if you do like it, it is still

currently available at the launch price.

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That is.

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Been tried and tested out by several

of my mastermind group before I

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even launched it, who loved it.

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Some of them have been podcast

guesting for years and got

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some great value from it.

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Stuff that they haven't even

realized as well to move forward.

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And it's gonna give you lots of great

resources, tools, guidance on the kind of

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equipment you should probably make sure

that you have, and how to actually do the

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applications the way that's most likely.

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To get you booked on the kinds of shows

that are gonna give you some results and

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move the needle for you professionally.

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And that's what it's all about.

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so I hope you'll at least go and check

that out and consider using podcast

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guesting as part of your strategy

to become more known as a coach.

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If you'd like to hear more of some of

the other ways that you can focus on

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becoming more known, then get in touch.

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Let me and Angie know and we'll cover

some more of these on more episodes.

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We both have a dear friend who has

a great strategy for, writing your

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book and getting your book out as

well, and we'd love to bring her on

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if that's the kind of content that you

would like to have from us as well.

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For now though, I'm gonna

wrap things up here.

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Angie's back next time.

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We'll have some more great stuff for you.

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We're gonna close the coaching clinic for

today, but we'll see you again very soon.

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Have an amazing week.

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Bye-bye.