The year was 1986, I was 9 years old, and I was extremely excited to finally uncover “The Mystery of Al Capone's Vault.” It was a 2 hour TV special hosted by American journalist, Geraldo Rivera. Tonight was the night we'd finally find out what valuable treasures were inside Al Capone's hidden vault.
I wasn't alone in my excitement. Records show there were 30,000,000 people tuned in that night. We were on the edge of our seats until the very end. When Geraldo's team finally cracked the safe open, they found… nothing.
It's the exact same in podcasting. People put in a lot of work, build a ton of hype, and when they finally launch their show it has nothing of value.
But you don't have to worry about that if you're reading these words. Because today we're going to talk about loading your show with value using The Content Vault.
Treasure hunters relish the opportunity to crack a vault
Same goes for your podcast listeners. They're actively seeking “knowledge treasures” that will enrich their lives. That's why our first 6-8 shows need to be packed with value. These shows make up something we call, “The Content Vault.” If you're wondering why content is so valuable, keep reading.
Content is your most valuable asset
When you create the right kind of content it can give you a return on investment year after year. It actually appreciates in value over time. Think about it, when more people listen to your content, more of them will become interested in your offer. In time, this will create more valuable opportunities for your business. But how do you fill your vault? Let's look at that in the next section.
What should you put in your vault?
According to a study by Edison Research, podcast listeners are better educated and higher earners than non-listeners. In my experience people who listen to podcasts are high achievers who want more out of life. They're looking for an edge.
Our job is to fill our Content Vault with value packed episodes that deliver small wins for them. The best way to do this is to think about your markets most common problems, and record shows that help them gain new perspective on these problems.
Notice I didn't say to solve their problems. That's what they hire you for. We only need to give them a new perspective on the problem so they believe that you can help them solve the problem by working together. But be careful, some things don't belong in your vault. Let's look at that in the next section.
What shouldn't you put in your vault?
One of the biggest mistakes I see people make is talking about current events on their podcast. If we're looking to create an asset that grows in value over time, we need to make our shows timeless. Leave news and current events out of your vault.
A great example of making shows timeless is The Making Agents Rich Show “Think Rich Series” These episodes highlighted the way our best clients should be thinking. The original series was recorded in 2013 and the episodes are as relevant today as they were when we first recorded them. They include topics like thinking bigger, keeping things simple, and being strategic.
Now let's move on to the last section.
Fill your vault before you record
When we're leading our clients through our Direct Response Podcasting™ framework, The Content Vault is the 3rd step after The Client Cloner and The Audience Activator. These three pieces work together to build a foundation for a successful podcast that turns listeners into raving fans and your best clients.
Before we record a single word we want to have at least 6-8 shows planned and outlined. This makes recording a cinch and can usually be completed in 2 sittings. With 6-8 shows in the vault, you'll be ready to launch with no stress.
We covered a ton today, why don't we have a quick recap?
Don't disappoint your audience, like Geraldo
After months of hype, viewers were terribly disappointed they opened Capone's vault to find it empty. Like the people watching that night, our listeners are looking for treasure when they tune in to our show. We want to deliver timeless topics that give them value.
The best way to do this is to write out a list of their most common problems. Then record episodes that give them new perspective on these issues. This will make them believe you are the one that can help them solve their problems when they are ready.
One more treasure for you
In today's article we talked about delivering a perspective shift to your clients to make them like you. For more tips on making clients love you, check out this short podcast https://thepodcastfactory.com/dwp021/
When you're ready to create a Content Vault that gives you an ROI year after year, we should talk. I can show you how we've helped 50+ experts create Content Vaults that convert listeners into clients. Book your 30 minute call at https://thepodcastfactory.com/start/