No! Don't go in there! Daddy's working.
Jonathan: Yes, yes, y'all, welcome to another edition of the Daddy's Working Podcast. I'm grateful that you're here. I'm stoked to have a little bit of time with you today and I'm going to share some insider information here, and the only reason I can share this is because my clients at the Podcast Factory got this a year ago. So, yeah, they had a little head start on you and I feel okay sharing it.
And, in fact, I brought it back up to them recently when things went crazy, and everybody's downloads were going down and people were wondering what to do. I shared this information with them, and that's what reminded me of it and that's why I'm sharing it with you today. [01:10.4]
Now, here's the thing. I'm going to be reading a little bit out of this newsletter, so hopefully I don't sound too scripted, but we'll jump into this in just a second.
I want to share one thing before we jump in. If you are digging what I am laying down here every week, let me know. Hit me up on IG at @riverathan, R-I-V-E-R-A-T-HA-N, @riverathan. The hashtag is #DWPodcast or #Daddy'sWorkingPodcast. But I want to know what you are taking away from these episodes, what you like, what you hate, anything. I want to know you guys are out there, want to interact with you. And the place where I'm most active is Instagram @riverathan. [02:00.1]
So, let's jump into how you can be unforgettable.
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The Norm effect.
What you are listening to right this minute could mean the difference between a total life of obscurity or the Norm effect. Now, I'm about to date myself, but it's totally worth it. You remember that old 1980’s sitcom, Cheers? It was the basement far in Boston where everyone knows your name. You remember when Norm walked in, everyone greeted him with a rousing “Norm!”
If you're listening to these words right now, I know you want to be unforgettable to the people you serve. I know you want to make the biggest impact and help the most people you can. And I know you want to walk into any room and have everyone know your name. [03:10.3]
Good news, buckaroo, because you are in luck. Why? Because that's exactly what I have in store for you today. First you'll find out how to be unforgettable in your market. No matter how hard they try, no matter what else they hear, no matter who else they meet, they won't be able to forget you. But before you can be unforgettable, people have to know who you are. That's why I'm going to show you how to make it easy as pie for people to find you, and once it's easy to find you and you're totally unforgettable, you'll see how you can make more and more of the right kind of people find you. Sound good? Then let’s hop in.
[04:00.0]
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Discover ability.
The year I wrote this newsletter, it was a year of “discover ability.” That was last year, but funny enough, what's old is new, what's new is old, and this information is more useful now than ever. You're doing the hard work, planning episodes. You record them. You upload them, and when you get the finished product back, you send one stinking email. You schedule one social media post. Then you move on. The next show comes out, you do the same thing.
This halfhearted effort is not getting you the maximum ROI for your investment, and when I say “investment,” I'm not just talking about the dough you invest in production. That's a drop in the bucket. What I'm really talking about is the brain equity you put into each episode. You thought about it. You wrote it down. You recorded it. And you're only using it once? Shame on you. [05:16.6]
But I'm not here to make you feel bad. I get it. I have a podcast. I know how much work it is and I also know how much more work it is to promote the show after you've made it. In many ways, this is the hardest part of podcasting. You've probably heard me droning on about it before and at the time of this recording I'm going into my fifth year of Strategic Coach. I can't say enough great things about the program.
Last year, I worked less hours than I had the previous two years. I had five weeks in Utah, snowboarding with Cupcake and Huddy. Took most of November off to take Huddy back to the Philippines and both our businesses had their best year ever, yeah, the real estate business and the Podcast Factory. [06:02.1]
Now, I'm not trying to brag. I'm merely trying to demonstrate the point that you should be spending time in the two most important areas of your business, if you want to make this year your best year to date. Want to know what those two important areas are? Of course, you do.
Number one: focus on increasing the value of your business. For me, this includes creating systems, processes, workflows, and assets.
Number two: focus on bringing in cash. Cash is the lifeblood of any healthy business. For me, these activities include sales calls, client calls and prospecting.
But enough of that. Let's get into the meat and potatoes I've got for you today.
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The legacy formula.
I've got this new formula I've been working on. It's not one of those algo thingies from Google. It's much simpler than that. [0:07:02.7]
But if you take the time to understand this formula, it'll make the difference between you working your tail feathers off to eke out a living versus being the most influential leader in your market, with people lining up to work with you, willing to pay any price to get close to you and learn from you.
You ready? Write this down: “Message + Leverage = Legacy.”
Yep. Seems too simple, doesn't it? And you're right, I'm oversimplifying. A lot goes into having the exact right message for the right person at the right time, but we'll have to save all that for another day. These are broad strokes to help you move forward today.
You know you can't rely on social media alone or ads alone, or Facebook alone to get your message to the right people at the right time. You absolutely must create an ecosystem where your best clients can't get away from your message, where you're surrounding them in your warm embrace where they can't escape you. [08:03.7]
This, my friend, is how you become unforgettable.
Now, for some nuts and bolts.
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Have you met AIDA?
Look, I don't know if you've been around the copywriting world, but I want to share the AIDA formula with you. If you use this in all your content, your clients won't be able to ignore you.
It goes like this. The “A” is for attention. With so much noise in the world, it's harder than ever to get attention. But if you want to snap people out of their daily fog and get them into your world, you must have their attention. [09:02.2]
The “I” for interest. Just because you've got their attention doesn't mean they'll stick around. That's why you only have a few milliseconds to hook them and keep them with you. A good way to do this is to focus on their pain.
The “D” is for desire. Once you have them paying attention to you, you have to build desire as quickly as possible. If interest equals pain, then desire equals solution. The more unique your solution seems, the more they'll want it.
The “A” is for action. This is what separates losers from the winners like you and me. The purpose of a direct response podcast is to get someone to take action, whether that's get on your list, book a call or scream your name from the mountaintops. You need to tell people what they need to know and where they need to go.
So, let's do a quick recap before we move on.
If you plan your content using the AIDA formula, people will pay attention to you and take action on your offers. When you've got the right message, you can leverage it in many different ways to reach more people and make a greater impact. [10:08.4]
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Referrals 2.0.
There are two big things you should be focusing on to leverage your content more effectively this year. Being searchable and being findable. They're actually two sides of the same coin.
Think about this for a second. You walk outside, look across the street to see your neighbor, Steve's house has just been painted. It is beautiful. It looks like brand new. The trim is perfect. The colors are popping. The work was done quickly and flawlessly.
You? You've been thinking about painting your house for a while. The paint is dull. Cracks are showing. Your place looks dingy.
So, what do you do? You walk over to Steve, tell him how great his house looks and ask him, Hey, Steve, who did the work? He gives you the painter's info, and you hire that painter on the spot because the referral came from Steve and his house looks amazing. [11:10.3]
But what if you're like I used to be when I owned a house? I didn't really talk to my neighbors. When I was looking for help, my first stop was always Google, and I'm not alone. Last I checked, Google gets around 63,000 searches per second, 3.8 million searches per minute, 5.6 billion searches per day.
If you think about it, Google Search is like Referrals 2.0. Before we'd asked our neighbor for recommendation. Now we just Google it. People don't even question the results. If Google shows it, then it must be true. That's why you have to make yourself searchable and easy to find on Google and all the other search engines.
Lately, we've been doing this in three main areas for our clients. [12:03.7]
Number one: show name. Using keywords on your show name is a good practice, especially if your brand isn't so big that people are already searching for it.
Number two: show description. You’ve got to have some good keywords in the description, so people searching for your topic will find you.
Number three: episode title. Search engines like iTunes and YouTube like to deliver the most recent and relevant content. By using keywords in your titles, you're feeding the search engines exactly what they love, recency and relevance.
One thing to remember, search engine marketing is a long-term play. You can't rely on this alone.
In the next section, I'll tell you about something that's quicker and just as good. But first a quick recap.
When people need help for the most important things in their lives, they ask friends and family for referrals. Today more than ever, people accept search engine results as a referral from a trusted source. [13:10.7]
To get a bigger audience and make a bigger impact, you need to be searchable, so the people who need you find you.
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Where's Waldo?
If you've got kids, then you’ve probably played the “Where's Waldo?” game. Remember, he's that funny little skinny guy with the big glasses, and the red and white striped sweater? You look at pictures and search until you find him. [14:00.0]
In today's distracted world, it's harder and harder to get noticed. In fact, I saw some research from a firm called Yankelovich Inc. that says we're exposed to over 5,000 ads per day. Marketers are screaming for attention. People are begging to be noticed, and everywhere you turn, there's a new ad pooping up in your feet. Yeah, I said pooping.
So, how do you stand out? How do you make yourself noticeable? How do more of the right people find you?
Enter the Asset MaximizerTM. Gotta throw the TM in there.
If you're listening to these words, then there's a darn good chance you've got access to this and you don't even know it. Our team has painstakingly combed through every word you've ever to pull power clips, power notes and power quotes.
You took the time to plan your show. You recorded it. You upload it. You got it back. You sent one email. You put one social media post and you're onto the next one. That's no way to treat your precious brain equity. [15:10.8]
You should be hitting more people in more places with those ideas.
Some people like video. That's when you use a power clip.
Some people like memes. Hit them with a power quote.
Some people like to read. They need your power notes.
We're experimenting with a new technology here at the Podcast Factory I'm calling EverLaunch.
If you’ve followed the internet marketing world, there's no doubt you've heard the stories of multimillion-dollar launches coordinated by the internet elites. First, they'd have a prelaunch and get people hyped for the product before it was available. Then, during launch, they'd hyped the fact that you can now buy their tchotchkes. After, they close the cart and poke fun at anyone who missed out. Then, they'd come back, reopen the cart and give you one more chance to buy. [16:01.7]
EverLaunch brings the same excitement to your podcast show. The day before your show airs, you post a power clip to get people excited. The day your show is live, you post a power note to tell people what it's all about and why they should listen. The day after your show airs, you post a power quote to show them what they're missing out on.
But before you get too excited, this is just for our clients, and if you're listening to this and you're not one of our clients, then take what you have just learned and apply it to your podcast show.
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So, let's do a quick recap. People were dying for tension all over the interwebs. They're shouting, Notice me. Notice me. And people are being hit by 5,000 ads per day. No one knows where to look.
That's why you have to put your message out there in different ways on different networks at different times, so they will notice you. [17:00.0]
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Good grief. I said I was going to keep this episode short and, here we are, at nearly 20 minutes. But let's do a final recap to solidify everything that I've just shared with you.
The worst thing you can do is rely on one single network to get your message to your people. You want to walk into a room and have everyone know your name. You want the Norm effect. Then write down this formula: “Message + Leverage = Legacy.”
Before you can be unforgettable, people have to know who you are. That's why you must build an ecosystem where you're regularly putting your out in different ways, at different times, hitting different people in different ways.
You’ve also got the AIDA formula for making messages your audience can't ignore.
Then, I told you how Google search is like your neighbor, Steve, who just had his house painted. You asked him who did the work. He tells you and you trust him. That's why Google is like Referrals 2.0. [18:12.0]
You’ve got to create content that makes it easy to find you. It's got to be searchable. Sometimes keyword is a good strategy. Other times, pop culture works well. Find a mix that suits you and plan accordingly.
Once you've managed it, you're easy to find. The next step is to get more people to find you. I told you about the Asset Maximizer and how you can use power clips, power quotes and power nodes as sort of a mini launch for each one of your shows. Start with a tease and let people know when the show is available, and then show them what they're missing out on.
Now, that is all I have for you today. I am grateful that you guys have tuned in. And, remember, if you're digging this, let me know @riverathan on IG. If you haven't already subscribed to the show, what are you waiting for? [19:02.7]
I will be back in your earbuds next time. Thank you for tuning in.
This is ThePodcastFactory.com
