Ep. 44: How to Build Authority, Attract Clients, and Make More Sales through the power of podcast guesting.

Unlock the secrets of leveraging podcasts to skyrocket your business growth with this insightful interview on Podcast Marketing Secrets. In this interview, Josef Schinwald, CEO of Guest Experts On Air, shares his rich expertise in television interviews, podcast guesting, and digital marketing.

💥 Episode Highlights:

🚀 Boost Your Business:

Whether you're an entrepreneur, coach, or CEO, this episode will guide you through the nuances of using podcasts as a compelling marketing tool. Learn how to use social media, newsletters, and podcasting synergistically to build your brand and nurture an ecosystem of profitability.

📘 Learn From the Best:

Get firsthand insights into Josef's success in media, TV appearances, consulting, and how he helps experts make their mark on prestigious podcasts. Understand why focusing on high-level podcasts can yield a smaller, elite audience that resonates deeply with your brand's message.

🌟 Elevate Your Online Presence:

Josef and I dive into the transformative potential of podcasts for branding and marketing. Learn to combine education with entertainment to capture and engage your audience effectively.

🔗 Connect and Thrive:

Grasp the importance of strong connections, like those made through high-level podcast appearances, which can significantly elevate your website's authority and SEO.

🔑 KEY TAKEAWAYS:

💸 View innovation and marketing as investments rather than costs. Position your strategies to continuously create and retain customers.

✨ Leverage the gold mine of assets derived from each podcast episode. Think YouTube videos, social posts, blog content, and other interactive media.

🎤 Tap into elite podcast communities to position your brand through storytelling and expert knowledge sharing.

📘 Josef introduces his free ebook detailing exactly how to get booked as a guest on targeted high level podcasts that grow your business and amplify your brand's visibility.

📈 Are you ready to take your brand to new heights? Tune in to this episode and begin your journey to podcast marketing mastery with Josef Schinwald and me, Al Morentin.

👉 Don't forget to like, subscribe, and hit the bell icon to stay updated on the latest episodes that can transform the way you think about marketing and business growth!

📚 CHAPTERS:

0:00 - Intro

0:59 - Josef's Podcasting Journey

9:56 - Elite Podcast Importance

15:21 - Booking High-End Podcasts

21:04 - Pre-Marketing Essentials

26:13 - Social Media Traffic Boost

31:10 - El's Podcasting Passion

35:35 - Final Thoughts & El's Contacts

39:20 - One Big Idea

42:40 - FREE eBook: How to Get Booked on Authority Podcasts

#PodcastMarketingSecrets #attractionmarketing #makemoresales

🔗 CONNECT WITH JOSEF:

Website: https://guestexpertsonair.com/podcastpromo/

Facebook Page: https://www.facebook.com/profile.php?id=100093020447823

LinkedIn: https://www.linkedin.com/in/josefschinwald/

====================

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Welcome to podcast marketing secrets, the place for entrepreneurs, coaches, and

ceos who are looking to grow their business with a podcast, become a

key person of influence in their industry, and get their ideal clients to come

to them, also known as attraction marketing. I'm your host,

Al Morentin, and my guest today is Josef Schinwald.

Josef is the CEO of guest experts on air

as a visibility strategist. His diverse

experiences in the media landscape, ranging from

associate publisher to vice president of a multinational

newspaper throughout Latin America and a professor

in paradigmatic business designs at three

universities, have equipped Josef with in depth

business knowledge. This journey, coupled with his over

50 tv show appearances, has given Josef a

rich understanding of the ever evolving media

dynamics. Welcome to the show, Josef.

Well, Mr. Al Morentin, I think the

best thing for us was that we have been like the early

members of Stompernet. Like 2006, when the Internet

business started, the Internet marketing started. You've been there. I've been

there. That I just learned now. It's fantastic. Thank you

very much for having me on your show. Yeah, you're welcome.

And thank you for coming on. And for those that didn't understand what we

just talked about, that we're talking about the early

ages of digital marketing way back in 2006.

He was a big part, Josef was a big part of that, and I was

a small part of that. But we have a

storied background and we've seen it evolve

through the years. Right? That's super awesome. So why

don't you tell us a little bit about how you made that transition sort

of from the digital marketing ecommerce

stuff into the podcast

guesting? Well you mentioned it. I

was like 50 times on television in Buenos Aires. I'm from Austria,

but I happened to be in the

newspaper industry. And I was like almost like 13

years in working for the hemisphere newspaper. I ended

up as a channel manager there in Buenos Aires, but the business

was too big. I mean, there were so many people in my office

and I got headache from it. So I had to make another master's degree.

Either I meditate or get another master's degree. So I

did get another master's degree, and then I went to the

university and I studied and got better in

Spanish and everything. But then I got lucky and I got

several invitations to television shows.

And there I was really falling in love with this

idea of getting interviewed. And because each

time I got interviewed for 15 minutes, I talked about

paradigmatic business stories like Phil

Knight, Bill Gates and Jeff Bezos and all these people

right then I was writing an article, I got it

translated into Spanish. I rehearsed in my office about it so I

could actually go there to the television show

and talk kind of reasonably as an

austrian Spanish. So I was so

happy about this interviews and I got clients from

it in what I did on the site, which was

I was a consultant in profit

patterns and profit models and balance core cut

in Buenos Aires. So I got clients from it.

And when I did my e commerce store in the wedding

industry, I made some good money. I was in Canada at that time, the

business was in America. It was good. That was the time when

we have been in stompernet. But afterwards, when the algorithm, the

algorithm changed, the panda

algorithm and all this animal updates from

Google, I realized Google is not my platform, it's not my

website, they have control over me. And I was really, we were quite smart,

as you know, in Stompernet with search engine optimization, Internet marketing.

But then we were punished suddenly, right? And the

biggest person in the wedding

industry from Canada, who got all this stuff in from China and had

a great, wonderful, or should I say magazine

about wedding products,

he called me like I was in Central America, on the beach in

Nicaragua. He called me, wanted to pick my brain. And there

was not much intelligence on

that website from the search engine optimization point

of view. And really he now is

only ranked number one. That was

completely, you know, my friends and I from Stompernet,

experts in search engine optimization were punished. And

suddenly we didn't make any money anymore. So I had to switch to the

thing with consulting because

I did quite well with Internet marketing in

general. It wasn't dependent on search engine optimization. But then I

saw this opportunity coming up with helping experts

to be on shows. And

you see, that is something I really like because I

attracted business leadership, I attracted spirituality,

because that's what I studied, basically. And I also

reached out to them, like on LinkedIn. And suddenly,

in a very short time, sorry, I had all these

incredible clients, like three times bestseller on the Wall

Street Journal or spirituality, like somebody who

did healing and had this crystal

ball music and had like 200,000

people followers

on social media platforms. And that was amazing to

me. And I liked it. I liked to meet with them on Zoom meetings.

I like to represent them. I did everything from scratch. The email

pitch, which was very important for positioning. I could

use my university education. And

the positioning is a delicate thing.

You have to do it the right way because you don't put so many shots

for podcast pitching. So when you have a podcast for a

client, you want to make sure that it resonates really well. Like

I got, I pitched myself to you, but

you need to know because you're a podcast marketing expert,

you're doing all the business helping brands and businesses

to create more attraction for clients and to get

them to get other clients basically to do the same thing like

you. And that is something I can

say. There is a resonance because I can say, look,

you help people with the podcasts making their own podcasts.

I help them leveraging those thought

leaders, businesses, ceos,

consultants, coaches. I help them

leveraging other people's

audiences because I get them on tours,

like 20 to 30 podcasts a year, right? And

a podcast I do on the high level elite podcasts, they

are getting like from 1000 to 5000 plus

audiences. I differentiate myself

there. It also

helps your audience who is interested in

podcasts, in creating their own podcast with your

help. So to have to strengthen their brand to

get more visibility, I could help them

also basically in this talk now by giving

them ideas that you can also leverage your own podcast,

see where the connection is. I can leverage them, they can

leverage them their own podcast and their business by going on other people's

podcasts and many of your own podcasts, it's easier because they like to

sometimes swap. They like to also be on the podcast,

which they have. But I'm not talking about average podcasts, I'm

really talking about elite podcasts. But it happens quite often for my clients. I have

currently 15 current clients and they're all like high

level clients. And you see when I pitch them, what

happens is they are very interested in also sometimes

being on the other person's podcast. That's awesome. That's really

cool that you discovered that the

importance of when you get interviewed business can

come from that. And then you developed the business out of that and you

were able to escape the Google. For

those that don't know, especially

back then when he's talking about with Stompernet

there was like a rug pull that could happen every now and again where you're

just on top of the world financially and then literally the

next day you're at zero and have to literally rebuild. That's

not fun. So that's

why we went to different avenues that are

more enjoyable and where we actually help people and consult with people. And

it's really cool. And there's a lot of value

that Josef offers to the world as

far as his knowledge in Internet marketing,

direct response marketing and guesting, actually

living it and doing it. He's not just like, oh, this is a

good idea to do. He actually did it, discovered

that it is beneficial, and then built a business out of it.

That's super awesome.

So you deal

mainly with the higher level

podcasts, right? Yeah, only because

there are so many podcasts.

The latest numbers are like 4 million and they're

only really 40,000 active,

400,000 are interview based

and 40,000 are really active. And if you go to the high level podcast, let's

say I'm into business leadership, business, small

business, big business, cultural change, culture

change and motivation, but also spirituality.

So these ones, there are not so many podcasts actually. It's not like

YouTube channel. Like YouTube. No, it's not like YouTube,

but it's high level because the people in the podcast industry, they have a

high net worth because they are not part of the

wasteland of humanity. And I'm very saying this

compassionately. They are part of people who continuously

educate themselves, even when they drive their car, even when they clean the

house, they listen to this podcast.

But Elle, thank you very much for saying such kind things about

me.

Podcasting. I'm amazed

at a lot of the guests that I have come on and

how, like you said, they continually educate

and expand and recreate themselves and

all these kind of. Stephen, they're always just striving for excellence.

That's my one core value. I only have one core value and it's a commitment

to excellence. Beautiful. When I see

that in other people, when I'm interviewing it, it brings me like joy and

happiness. It's really cool. And I

can attest to guesting on an elite level

versus just regular podcasts, because anybody can get you

on a regular podcast, but getting you on the elite level, that's a

special skill to even be able to communicate with those

people. And I did this real quick. I

went blind from glaucoma and got my vision back with cannabis oils. I'm a

holistic health professional as well. And so I was a

guest on a bunch of podcasts because of that, because I'm the only one in

the world that did that. And I never really got anything out of it. I

was on maybe close to 100 of them here and there. I got some stuff.

But then I went on a guy, he had 200,000

subscribers or followers or whatever, and

he did lives and he had me on and there was like

6000 people live. And he just had me

tell my story. And that's all I did. I did a little offer at the

end for his people and it's impromptu thousands of

dollars that day and the next day and that next month,

basically just because of him and him giving

me that okay, that transfer of

trust from him to me for his clients. And

it did create a lot of business for me. So I could see how your

business could really help people

to create more business and not have to go down that

rabbit hole of SEO or

even paid ads and stuff like that. You still do that

stuff, but it's just part of the toolkit

now. And the podcasting could be a major part,

right? Yes. And you said something very important

here, because what is really your objective?

If you go to a marketing campaign, ultimately you have to pay

for traffic. Even if you have a

restaurant somewhere, maybe you have to rent. It's like always paying

something. If you are Internet, you know that. And even if you do SEO, it

seems free, but you have to pay also because you need those articles written

and you need to SEO, search engine optimization, everything

always traffic is money. So if you're getting traffic

from some channel

marketing channel, like podcast guesting or

podcasting, you have to evaluate how much work is it,

what is the return of investment, what are my objectives, my marketing

objectives, what are my marketing needs? So first, it's

great for people who create their brand,

because you get like 40 minutes to talk about your business,

about your unique value proposition, about your

expertise, what you're passionate about. You can also

weave in some

compelling story. So it's kind of interesting entertainment.

And that, by the way, is a big trend in the future.

Not just education, but entertainment as well. Both in

one. How do you say that word? Don't want to

write, but I read it in the statistics. So entertainment and

education, that's what. Because podcasting riches, according to the

stats, goes more to the younger people as well. Now

there are already 500,000, no, 500 million.

500 million people listening to podcasts.

It's amazing, isn't it? Yeah, and it grows and it grows.

The high end podcasts,

what is it different about them? First of all,

you have to have a little bit more patience because they are many

times booked. So your interview might come out like three

months later in the average podcast,

and you get maybe 30 listeners, or you get maybe if you have

10%, whatever global rank, which are the indicators,

you get maybe 100 if you get a 1%. That's what

I target. You get usually 5000 listeners within the first

week, right? But you can get many more, many

more. So the thing is, you

have to have that patience. But also when you pitch them,

there are many emails arriving at their inbox. And

so you have to have a good icebreaker, a good subject line.

You have to have some knowledge about email or Internet marketing. And

when you follow up, don't follow up just with emails, because if they didn't

respond to your first email, maybe they respond to your third follow up.

But if you also make that connection at the same time

on LinkedIn, then you have a chance

after a few weeks to also send them a reminder about

the email on the LinkedIn, right? So it all

works together, but ultimately it's a network. Now in

our digital age, you have to have human connectedness, you have to be

human with people and they are looking for it. So if you make a connection

like a networking strategy

with podcast hosts, that is what counts. And I'm

not talking about me as an agency owner, I'm talking about everybody who

even does it by himself. And everybody here on this podcast gets my

free ebook, which is basically the fast track

formula to high end podcast bookings. So you can download

it. I will tell you the link, it's

guestexpertsonair.com

podcastpromo. That's where you can download that

ebook. It's only like 40 pages, but it is

my secret is in there, how to do it, how to get the

podcast bookings for high end podcasts. I mean, you can go to

average podcasts and you can get 50

listeners. It's not bad. I mean, have you ever thought somewhere or have had a

presentation somewhere? 50 people is not bad, but you can get 5000

and more and it's not more difficult. It's just because many

people don't even try it. And you have to be a little bit smarter with

your engaging pitch. It's a bitch.

It's a positioning statement. It's like you have to

really get this strawberries out

in front of the podcast host. So he said, yeah, I want that

person. So many people for my clients, they say, yes, I want that

person on my podcast, but that's what you have to

get. That's awesome. That's really

cool. Doing

it in little effective sound bites that just don't run

off. Basically when you're trying to pitch somebody

like little short, little. So you

write all that for them. Obviously I do it myself for

my clients because my clients, as I said, they are quite high level. I

take also people, they don't have

much social media presence. They don't have. Sometimes

a website is just necessary nowadays because take a business card as

well. But you also want to have an ecosystem of profitability

when people actually want to connect with you. In other

words, you have had that 40 minutes stock. Now I'm talking

about my website afterwards because I have a strategy session there, have all kinds

of things there which I will connect with the audience.

And that makes sense because I'm talking. And it's not just a

dog. Dogs you can forget it about, but you get them into your Facebook, you

get them into your LinkedIn, you connect with them and then they become clients.

That's what you really want. Everybody should think like that. So you

have to have the newsletter, whatever it is, and it's

called ecosystem of profitability. When you

go on a podcast tour and if somebody's not famous

yet, and if I see something really unique,

because if somebody has a unique, talking about life coach,

how many life coaches are there? Millions. Millions.

So if you get that life coach, and he has a very

unique,

very unique angle where he comes from, and he has a

very unique framework and he brings that to the table of discussion.

I don't care if there is a website, the guy will have a good old

cast tour with me. But

if somebody, and I have that also, I was sometimes impressed. I have

somebody like, she has that incredible website. She

wrote those books. But it's

vanilla, plain vanilla, the whole thing. It doesn't look like, it looks

like very professional. It looks like a Ferrari. But when you

think about it, how can I understand that person better? There's nothing in there.

So that is very difficult. I keep getting, I was, you

become a client. I do it also. So I make her successful

somehow because I find that thing which is unique and how to

pitch it in a very short bio and make this successful.

But sometimes they don't have an idea how boring

they actually are. So that can also happen. So I can help them. Of course,

nobody's boring in this world. Everybody's fascinating, but sometimes they don't

know. Sure.

A lot of people, they do try to

go for the podcast or for the Facebook ads or go for

the whatever before they actually have something to sell

to people online or a process or a funnel or

whatever you want to call it online, like you

said, having a lead magnet or a newsletter

or an opportunity to book a call or something like that.

And you have all of the above, probably

for yourself. But is there

a minimum viable product

kind of thing that you suggest? What's your

favorite? Like a lead magnet or a newsletter or what do you

think? The most important thing is this, because I have real good experience

with this now for so many years now. If you have a good story. If

you have a good expertise, if you have something nobody

else, you just put your email on a page, they will come

to you. But it's better if you have all the

mean. You should have everything. You should have a newsletter, you should have

people to get in contact with, your LinkedIn, Facebook and

some lead magnet and particular

strategy session. It depends on your business, right? But when your audience

is interested in having their own

podcast, which is a great idea, there's no

opposition between having your own podcast. I have clients,

they started their own podcast. Of course you should have your

own podcast, but they also go on other people's podcasts,

because you grow your own podcast and your own brand and your own business at

the same time with your podcast and with being on other people's podcasts. Because

think about 30 podcasts in a year. They don't

cost you a lot of money. Like a podcast booking usually costs

like $200, right? A good one. So

now you're going on 30. You have a good

agency that gets you 1000 to two to

5000 listeners,

an interview, not multiplied by 30 per year. You've got a

lot of audience. And in that audience, if it's not spaced

out, because the thing is really the small podcasts, you see, they are

so hungry for clients, for guests that

take everybody so they don't get any subscribers, because the subscribers you

get only if you focus, like you on

podcast marketing or podcast guesting or

whatever it is, but focused. You don't want like

introverts. I want only introverts in business.

Don't take anybody who's not an introvert. You

see, that's why you attract those subscribers,

and that's how you grow. And you grow by not just one

episode a week. I learned this from pattern recognition. I

see so many every day I see this podcast, right? I ask myself, not

anymore consciously. It's just there. Why is that one so successful?

Well, usually they have one podcast. They interview once a week, and then they

have a solo show another, another time that week. So you have

two episodes. They've cut the bullets right away up to the

sky, just two episodes. Sometimes people have like every

day an episode. That is also possible. That

also gets them a 0.5% global rank. That is just like search

engine optimization and stopping it.

You can understand the algorithm. It's not like you want

to do something bad about it. We didn't want to trick Google at that time.

We just wanted to understand the algorithm, and we were smart enough to do it.

But then we realized that Google is a

different company. We have no control over it. And then we were suddenly on

the second page and third page. That's a long time ago. So now you have

your own website and you do your own thing. It's so much independent

because your own podcast, nobody can disturb it there anymore. Nobody can take this

away from you anymore. It's there as long as you pay your fee every month.

Like $1020. Yeah, for sure.

I think that's one of the reasons why podcasting

is becoming more and more popular so quickly, is

because of that, because it's something that you own and

there's platforms and stuff, but you can just put it on your own website,

you could even have subscriptions to it, you could monetize it. There's

all kinds of different things you could do. And there's so many people getting

deplatformed everywhere.

And for silly things in

holistic health, I've always been deplatformed

since the beginning. It's always been hard to get credit card process.

And you can't make claims, you can't do this.

FDA, FTC. So I'm used to it. But

many people that I know get deplatformed everywhere. So

the podcast is super attractive to them. Right?

You mentioned it a little earlier, but how do you use social

media to help boost the traffic? Well,

that's a very good question. Very good question. Because in our

world.

Sorry, just got something in my lung from the

coffee. In our world, in this

world we live in, a lot of things are myths, a lot

of things are perceptions. They're not necessarily reality.

And when you have little

snippets of your interview, and you can do this with AI,

I apologize, you can do this with AI very easily. There

are some, some, you know, some, I use them, some

platforms out there where you get the URL from

that YouTube video of your podcast interview, which was

40 minutes, and it creates high quality,

sorry, high quality. It creates like

20 little clips, highlights.

AI knows what is the best. When you talked really well about

something. So now you have a content marketing strategy on

social media. In other words, the perception. Now, when

you post those videos or when your team posts those videos from your

company, with your CEO, the CEO talking about these services,

and you just had one or two or three

episodes where you were interviewed, but you have now like a

content for a whole year, right? And from

time to time, you have your articles, and then you have like this minute clip,

very aesthetically nicely formatted with AI,

$30 a month nowadays, and

you post it on LinkedIn, you post it on Facebook and Instagram,

whatever, then you know what happens. This is what I

refer to now about myth and about perception. The

myth is that people think that you have been invited.

They looked for you, those podcast hosts, but almost

nobody gets invited unless

they are pitched to by somebody or they do it themselves.

Now the perception is now you are so famous, you are

the go to expert, you're the authority, because there's all the time, there's a

one mini clip where you talk about your expertise from a different angle.

I talk about postcard booking and about postcard podcast

casting. But each time I'm in front of somebody

intelligent like you who ask me poignant questions,

I'm going to answer it from a different angle. And you know what? These clips

are different again for my audience or for my wider audience. So

don't estimate those things. And you can put those clips on your

website and they lead to the whole episode, of course. But social media, they

are not necessarily podcast listeners. So when they

see that clip, they don't even might listen to it. But

they, you know, El

Morentin was again on a high level podcast.

So he talks about what about

broadcasting success, helps brands,

interviews ceos, interviews experts for this same

audience, basically you get that

referral. It's like you are in the Rotary Club,

invited in New York City, the main one, of course.

And that Rotary Club president says, hey, el,

come forward, give a little speech, and he introduces you. You know what that

means, right? That's all what it is all about. You know, it's perception in a

sense, but you don't get it easily. And in the search engine

optimization, it was when the link said it, right, when the link said it all

the time from different websites about you, then

Google knew what this is really, that website has to be on

top. And now still, when you have a podcast

and you own many podcasts as a guest, and they link to your

podcast and they link to your website, it gives you that extra

juice for your website because

you have to have a good variety, as we have learned in Stompanet.

You have to have those directories, you have to have those

websites, high level blog posts in the context that

you have mentioned. But the podcast themselves and the listen

notes, your website, if you have an interview right, are also mentioned. And

that is also very important because when you are mentioned on high level,

high end podcasts with the link that you are, let's say

that

sugar expert who makes you free of sugar, you don't need sugar anymore

forever. But that it goes to your website. The website goes up in

ranking. Yeah, for sure.

It's super awesome. That's why one of the reasons

why I love podcasting so much is because of all

the auxiliary assets that you can

create just from one podcast, right?

Yes. And it touches all of those things that you just

mentioned, the actual podcast and

a YouTube video, and then going out to all the different

socials and then a newsletter and a

blog post. And it can be whether you're a guest

or you're a host, you could have all of those assets.

That doesn't even include the ten to 20 reels that you could

have like little shorts or whatever little video

shorts like you were explaining earlier. So there's so many

assets, and that's why you only need one, maybe

two a week, but one episode a week, you're

blasting out all these other assets along with it and then getting all those

backlinks from the other sites. And it's crazy

all over Google when. People look

at your website or at your name or your business,

most likely if you have been on good podcasts, there are already

three videos there on top of everything. But it's like

when I research podcasts, I see many times also there's a podcast

has no global rank, no listen score, it's nowhere.

But then I look at the host and I

see he has like maybe 30,000 followers on YouTube. And

all the episodes are posted on YouTube and it's a new podcast.

See, that also can happen. And you don't have to

do would because I want to take the way for your

audience. I would strongly suggest look into this when

you are really interested in having your own podcast, right?

Look into also. And you can do this yourself with good marketing

team. And you can buy books and make courses, or you can go to an

agency. It costs about $200 for a good interview.

But get also on interviews at the same time. Why?

Because you will bring a lot more growth to your own

podcast by doing that. And right away you will have the benefits.

Because there's a difference between

growing your own audience with 300 400 episodes

during several years. But you can get good

rankings already after a few months if you do it the right way.

Yeah, for sure. And you teach that. But you

can also at the same time have your own podcast and

be on other people's podcasts leveraging their

audiences. Make it always relevant to your own

wider audience. Because if you talk to an

audience who is not really interested in your topic,

you will not like it. They will not like it. It's very easy,

right? Yeah, I'm a philosopher.

I love philosophy. I like oriental philosophy. But you know how many people

are really interested in that stuff? Very few. When I meet somebody

in a bar or in a coffee shop, whatever, or in my small village, in

my worker, which is a mountain village, but there are foreigners, like from

Germany, from everywhere. But when I meet somebody and

they're interested, I sense it, I feel it. And then we have a wonderful

conversation when usually like 95% of non interesting

topic, I'm not going to talk about it. I talk about other things, about the

good food and about whatever interests them also, right?

So the same thing with podcasts, and that's super important as well,

that you always have a real resonance. So use

AI, use chat, GTP, get used to

it, analyze it, you get the information right away from the

podcast and then you give in your website and say,

familiarize yourself with myself. Familiarize yourself with the podcast.

And you know what say, am I relevant? What is the really

resonance with the audience? I did it before I came to

you. So I can have, like you can say that I

can offer some takeaway. That was the takeaway.

Right on. Yeah. That's awesome. Thank you. Thank you for that.

That's super valuable information, for

sure.

It's a thoughtful process, right?

And if you strategize it

correctly, then you could use that to scale your business

and have fun doing it. But like you

said, having the right audience,

not just being on a top podcast, but being on one that resonates

with you and your message, that's everything. Because I've been

on ones before myself

where the audience didn't really resonate,

you just sort of trying to rush to get off the thing. But

then when there's people, especially if you're doing lives,

stuff like that, and people are commenting back and they resonate with you or whatever

and all this kind of stuff, it's almost like a dream. You don't want to

get off the show, you just want to share your knowledge. Like we

now resonate completely. But also at the same

time you can look at other guests on the podcast. Like on your podcast,

there are excellent guests. I know this is a podcast

staying power. It's going to be more important over

time. So that one you can also do have about twelve indicators,

basically. But as I said, also everybody can always come to my

website and make a strategy session with me. It's free.

Right on. Yeah, we'll be sure to put

all your links and everything. And for

the lead magnet that you had mentioned about, I kind of approach

the podcast and stuff like that. We'll be sure to

put all those links for sure.

Yeah. So let me look over here, make sure I'm not forgetting anything.

I don't even capture email on it because this ebook, I

just like to give it away. Because you see, the thing is,

my clients, they don't want to do it themselves

because they make a lot of money with their clients. They don't want to learn.

It's a learning curve, right? But if somebody wants to learn it, I give it

him, I give it to them. So it's

guestexpertsonair.com

podcastpromo and you can download that book. It's only 30 pages.

It's really well written. It's very

aesthetically written. And when you read it, you'll get the secret,

my secret from my agency, how I do this. I give it

away. So you can do it yourself, you can try it.

That's awesome. Yeah. And it only makes sense, right?

As a person that's giving out to the world, not just a

business person, but you like to put out good

energy in the world, basically. So you want everybody to have the

knowledge and the people that, I call it

MTTM and MMTT, more time than money and more money than time.

So the people that have more time than money, they'll try to do it on

their own. The people that have more money than time, they'll go to you the

same thing with me. The people that want to start a podcast, like ceos and

all those kind of people, they have more money than time, so

they'll hire and they see the value. And then there's speed

to implementation too, when you hire somebody. Right? That's very well said.

I didn't know that that was a good thing, what you just said.

Interesting. Yeah, I knew it, but I never

knew there was like you said now, it was very well

said. Right on. Awesome. So you shared a lot of

really awesome information, and then thank you for sharing

that ebook as well. I'm sure it has a ton of valuable

information on how to approach the podcast hosts and stuff like

that. Is there one big idea or

that you should take away from this show? I know you already shared a couple,

but is there one key takeaway?

Let me think about one quote.

As you know, I was teaching in three universities

and I was on 50 television shows, but there's one person,

and I went a lot to conferences like

management conference and stuff like this, and I struggled myself as a

manager because. Anyway, but there is

one interesting quote, and it's from Peter Trucker. Peter

Drucker. And Peter Drucker was austrian,

but every manager knows him. He was, like writing all these great

books on management and stuff, like big companies or companies

ceos. There's the audience, he says,

and you can maybe appreciate that quote. And

it's not from me, of course, it's from him. And it's

innovation. Innovation. And that has to

do with what we just talked about, like a new

marketing, like the podcast. Having your own podcast for your company,

for the marketing, for getting the word out, for getting people attracted to your brand,

like what you teach. Innovation and

marketing are the only departments, so to speak,

in your business. Think about that. They are not costs.

They are actual investments. Everything else

is a cost. Your accountant will not agree to it,

but he's a very important person in your company. But he's a cost.

You see, every department in your business is a cost.

But if you do it the right way, podcasting and

podcast guesting will be big investment. And

you know, the most important thing he says also, basically, he didn't say

that about podcasting because he said already, it's like a long time ago. But

I just was paraphrasing and explaining a little bit the quote.

But ultimately, you want to know that everything is

about your customer. So many times you see like somebody

does a new business, but he's not really focused on the

first customer. Like when you have your first

customer, you sold your first book, you got your first dollar

on the Internet. That is a time to celebrate because

that is the goal. Then $1 becomes

$10,000

and ten thousand becomes a million. Exactly what this Peter Trucker. Peter

Trucker talked about, marketing and innovation. Always think about

it. It's very important that you don't see it as a cost

because many people, they shrink down their business

because they say when they cut costs, they do it. The first thing they do

is no more about this marketing

thing or innovation thing. You can spend, waste a lot of

money on it, but if you do it the right way, it will make your

business grow. That's awesome. Yeah. Thank you for sharing

the insights. Yeah. Innovation and marketing they're

investments. Everything else is a cost in your

business. That's awesome. And the purpose is to create a business,

to create a customer, not anything else. To create

the customer. Create and retain, right?

Yes, exactly. Awesome. So thank you for coming on

the show, sharing all your insights with us. What's the best way for people to

get a hold of you or follow you? Yeah, it's that website. And

just go and get

that book, which I offer for free. But it's like

maybe you can repeat it because I have this austrian accent, like the

Arnold Schwarzenegger accent, but it's

www.guestexpertsonair.com

that's the website. And if you're the same URL,

the same address, and you forward slash

podcastpromo, you get the free ebook, but you're also on the website, so you can

click on the home and you can go to strategy session and you

can do all kinds of things there because I

think it's valuable educational website for

everything related to podcast guesting and podcast

booking. Not about your expertise, not how to create

a podcast. That's awesome.

Guestexpertsonair.com/podcastpromo

and we'll be sure to put in the show notes for the

audio and the video for sure as well. Download the book. You'll like

it? Awesome. All right, well, thank you again for coming on

the show. Thank you. I knew it from the beginning. It would

be nice. A nice conversation. Awesome. So that

concludes this episode of podcast marketing Secrets. This is Al Morentin signing

off. I hope you have a successful day.