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How to get on podcasts

It’s the year of our lady two thousand and nineteen and the most common question that your friend Kai gets asked is a riff on

How do I get on podcasts? I want to do a podcast tour!

Which, honestly, is a great question.

Podcast guesting continues to be a great way to reach a market and audience, demonstrate your expertise, promote your book/product/services, and grow your audience and leads.

Today? Let’s talk about, at a 50,000 ft view, how to get on podcasts. If you’re looking for down in the trenches advice on how to get on podcasts, then you should book a 1-on-1 ⚡ Clarity Call: https://calendly.com/kaid/call.

A podcast tour is similar to any other outreach-based marketing campaign

First, make a list of prospects

You want your prospect list to be a small, targeted list of up to a dozen or so shows. You want these prospects to be podcasts that

  • Accept guests
  • Match the target market you want to reach
  • Are currently publishing and releasing new episodes
  • Match your current expertise, positioning, and specialization

Why just a dozen? Because you don’t want to overwhelm yourself.

As always, there’s an article from me in the archives to help you make a list of podcast prospects: https://kaidavis.com/podcast-prospecting/.

Then, write your pitch

You want to have three or so topic ideas to share with the podcast, similar to

I can help teach your audience about

TOPIC A:

TOPIC B:

TOPIC C:

Which topic would they be most interested in?

By putting in three topics, you transform your pitch from a yes/no choice (“Do I have this guest on… or not?”) to a selection of yeses (“Which of these topics do I want this guest to explore?”)

In my half-decade plus of helping clients get on podcasts, a selection of yeses helps — a lot.

Here’s an article from the vault on “How do you write an email to get on a podcast?” https://kaidavis.com/podcast-outreach-email/.

Next, send your pitch to the podcast hosts

This step is all about taking action. Take your prospects and send them your email pitch.

Finally, remember to follow-up

You need to develop a habit of persistently, politely following-up every week until you get a ‘yes’ or a ‘no thanks.’

Your outreach isn’t done when you hit ‘send’ on your first email. That’s just the start of your campaign.

If the host doesn’t respond to your first email, it doesn’t mean that they aren’t interested. It means they’re busy and didn’t (yet) have time to respond to your message.

You need to follow-up. 90% of your success will come from your follow-up. After all, if you don’t follow-up, how important could your message be?

Here’s an article to help inspire you to become a follow-up fanatic: https://kaidavis.com/follow-up/


If you’re looking for down in the trenches advice on how to get on podcasts, then you should book a 1-on-1 ⚡ Clarity Call: https://calendly.com/kaid/call.

We’ll dive in and answer your questions, like:

  • What should you say in your initial email?
  • What do you say in your follow-up emails?
  • How often should you follow-up?
  • What should you include in your pitches?
  • And, most importantly, how do you find a list of podcast hosts to reach out to?

Excelsior!

Kai

How do you start your workday?

After a decade in the consulting mines, I’ve found that, for me, the best way to start work is to have a standard process to follow.

Here’s my Start of Business Day Procedure. There are many like it. This one is mine.

🚰 Get a glass and fill it with lemon water

Stay hydrated.

🧼 Clean your workspace for 5 minutes

Take any lost dishes, glasses, or loose pieces of paper and bring them to their homes.

💡 Adjust office lighting

Open the blinds. Turn on the light.

🖥️ Turn on the computer

A necessary step.

🎵 Start Focus At Will

Focus At Will is a quick and easy source of music to help me focus. I’ve been a customer for 4+ years now (https://www.focusatwill.com/).

⏲️ Start Noko

Noko (nokotime.com) is an excellent time tracking app. I use Noko daily and recommend it.

⏲️ Start a new “business admin” project timer in Noko

Start of day stuff? It has a project, so I know how much time I’m spending on it.

Your friend Kai hates hourly billing, but he loves knowing how much time it took to do that thing.

📂 Open Results.md and update the day

On the advice of the excellent Eric Davis (no relation) of Little Stream Software (https://littlestreamsoftware.com), I keep a text file with a running list of everything I complete in a day. Big, small, and everything in-between!

📕 Open Today’s Daily Journal in Notion

I keep a daily journal for life and business.

I keep my journal (and my projects, actions, and notes) in Notion, an all-in-one workspace that helps me write, plan, collaborate, and get organized.

https://notion.so, if you want to check Notion out. It’s awesome.

https://kaidavis.com/loves/notion, if you want to check Notion out and get $10 in credit (and I’ll get $5 in credit).

📂 Open my BattleBoard

I keep my actions and tasks in what I affectionately call my BattleBoard (https://kaidavis.com/battleboard/).

My BattleBoard is a Kanban Board in Notion, through Trello works quite well.

Here’s what a pair of cards (Actions) looks like:

Battleboard Peek
Battleboard Peek

🆓 Start Freedom

The internet is a very distracting place. Freedom (https://freedom.to) frees me from this distraction.

  • You enter in the sites you want to block (e.g., Facebook, Reddit, Google News, Slack)
  • You schedule a recurring time for Freedom to run and block these distracting sites (e.g., 7 am – 6 pm)
  • You are now free

Go and celebrate.

⏰ Start Timebar

Timebar is a small, focused app that stays out of your way and makes sure you don’t lose track of time.

I use Timebar to track my pomodoros/work sprints during the work day.

Timebar turns your entire menubar into a subtle progress bar that slowly slides away.

Check Timebar out here: https://www.macupdate.com/app/mac/47506/timebar.

✍️ Open Ulysses

I write my letters and #content in Ulysses, a fantastic writing app that’s markdown compatible (https://ulysses.app/).

✍️ Write The Daily Letter for 25 minutes

I swap Noko over to the “Daily Letter” project, I set Timebar for a 25-minute sprint, and then I get to work.


Now it’s time for you to get to work, my friend.

Excelsior!

Kai

The “Windup & Pitch” Email

Every question your client asks is a problem (for them) in disguise.

Hey, can you recommend an app for <BLANK>?

Yes, I can.

But, the recommendation alone isn’t that helpful.

Once my client gets the recommendation, what will they need to do with it?

They’ll need to know:

  • What to do next
  • Why they’re doing it
  • How to get started with that next step

And then they’ll still need to find the gosh darn time to take care of it.

So, I Windup and make a Pitch.

Every question is an opportunity to say:

  • Here’s what to do next
  • Here’s why you should do it
  • Here’s how to get started with that next step
  • And, I can take care of that for you. Here’s how much that will be.

Here’s what a Windup & Pitch email looks like:

(Link: https://cl.ly/b39d6ea93dfd/The%20%22Windup%20&%20Pitch%22%20Email.png)

Next time a client asks you a question, write a short email to them. Include a Windup (your explanation for them on what they’ll need to do) and a Pitch (to do it for them).

Excelsior!

Kai

Become a Follow-Up Fanatic

Send more follow-up emails. You’ll make more money.


Sending follow-up emails is the most critical skill you’ll learn in life and business.

How vital could your message be if you aren’t willing to follow-up?

Following-up on a conversation, project, or email is not rude. Follow-up is a polite, proactive action that demonstrates confidence, authority, and experience.

You’re following up on your message because you understand that your clients, leads, and contacts are busy people with a lot going on. You’re doing them a service by proactively, politely following-up.

If you have your leads, clients, and contacts best interests at heart, why wouldn’t you follow-up?

If someone contacted you and said

I’ve got this enormous problem, it costs me a ton money, and I need help!1

You’d be doing them a service by following-up with them even if they didn’t respond to your first, second, or third email.

After all, if you sent your doctor a message and said

Doc, I’m feeling sick…

And then your doctor’s office called you back, you missed their call, and then they followed-up and called again, would you feel happy or annoyed?

You’d most likely feel happy. Your doctor’s follow-up is a signal that you aren’t just another name, number, or face.

You’re someone who is under their care.

Share that same level of concern for your clients and their businesses. Follow-up more often.

Want to learn how to email anyone and get a reply?

You’ll want The Outreach Blueprint: http://outreachblueprint.com

Excelsior!

Kai

  1. Directly or indirectly, this is what most of your leads are saying/thinking/feeling when they get in touch with you.

Oiling Your Pipeline

You care about your leads, don’t you?

After all, you’re a thinker, a tastemaker, and a very important business person.

Let’s talk about Oiling Your Pipeline.

Regular inspection, maintenance, and oiling of your pipeline will help prevent it from going dry.

Survey the scene

Do you have a list of where your leads come from? Have you inventoried your most recent leads?

Step 1? Take 30-minutes, sit down, and make a list. Write that stuff down so you can remember it later. Ask yourself:

“Self, who are my ten most recent leads? How did they find out about me? What marketing seems to have brought them to me?

Answer that question as best as you can.

For me and Double Your Ecommerce, my Shopify consultancy, today’s list looks like:

  • Referral sources (clients)
  • Referral sources (partners)
  • Podcast Tours
  • Email marketing
  • Lead Necromancy (One of the seven lead systems included in Get More Leads https://kaidavis.com/leads/)

If you survey the scene and find yourself thinking

That’s odd. I’m not seeing <BLANK>…

That’s an opportunity to make a note of The Missing Lead Source and investigate it later.

The outcome of surveying the scene? You have a better idea of what lead sources are working (or, not working).

Triage your lead sources

You can’t focus on everything, so focus on the top one or two.

Take your list of lead sources and 80/20 it.

How do you know which are at the top? Use whatever measure you want:

  • Volume of leads
  • Value of leads
  • Most profitable leads
  • Total revenue through that lead source

Make a list, chop it down to the top 1 or 2.

Take intentional action

If your top lead source is a source of referrals, check-in with them. Take an interest in how they’re doing.

  • Ask questions
  • Be helpful
  • Remind them of who your best fit referrals are
  • Thank them

If your top lead source is an ongoing process (like SEO or Email marketing), review the process and ask yourself a few questions.

  • What’s working well?
  • What could be going better?
  • What’s one thing you can do today to help this go better?

For each of your top leads sources, schedule a time to take deliberate, intentional action.

After that, schedule a time in 1, 2, or 3 months to come back and review how the lead source has been doing.

🚀 Get More Leads

If you’re looking for a never-ending stream of leads for your business, you’re going to have to put in the work, friend-o.

If you’re looking for systems to help you get consistent leads without spending hours doing market research or writing highly personalized emails, then you’ll want to check out Get More Leads: https://kaidavis.com/leads/

Excelsior!

Kai

Rest First

Priority Number 1 is rest.

When you’re building your calendar, schedule your rests first — pauses, breaks, silences, holidays, and time off.

It’s too easy to schedule your work first and let a holiday, vacation day, or relaxed 3-day weekend miss you.

Don’t give that mistake room to happen.

You can always turn a rest day into a workday. It’s much harder to transform a workday into a rest day; especially in the middle of a busy work week.

First, schedule your time for rest. After that, schedule time to work on your business.

Excelsior!

Kai

Damn. Fine?

If you’re looking to get a reply to your emails (to a leads, client, etc.) then include instructions on what to do next.

Don’t just ask, “What are your thoughts?” and wait by the inbox.

Give the other person a specific next action to take:

If you’re interested in working together, just hit reply and say “I’m in!”

After that, I’ll reply with details about the next steps. I’ll need to hear back from you by 5 PM this coming Monday.

That’s an excerpt of one of the ten tips to help you write better emails included with Damn Fine Emails.

Don’t settle for ‘good enough’ when you’re writing an email. Learn how to write Damn Fine Emails https://kaidavis.com/damn/

Excelsior!

Kai

Intentional Eventing

Conferences and events suck for the most part.

You’re tired, in a strange spot, meeting new people every day, and the coffee tastes like crap.

It’s easy to move through an event (conference, meet-up, event, intentional gathering of likeminded individuals, whatever) on autopilot.

Here’s what I do to an intentional event experience, instead of a reactive experience.

Before the event, I ask myself these ten questions. I write down my answers — 2-3 sentences for each question.

Going through this process helps me know what actions to take (before, during, or after the event), without needing to figure it out on the fly.


What’s your game plan for the event? (50,000ft view)

What are the two outcomes you’d like to happen from this event?

What are the two questions you’d like to get a lot of perspectives on?

What’s a good conversation starter question you can ask and reuse?

Who are two or three people you’d like to have an intentional conversation with?

Who are two or three people or speakers you’d like to plan on following-up with after the event?

Where is my post-event email template to say: “That was awesome. Let’s keep our conversation about X going, and…”

How are you going to capture notes during the event? iPhone? Notebook? Laptop? Something else? (You’ll want to reference these in your follow-up emails).

What’s an introvert-friendly spot (coffee shop, book store, park) near the event that you can go to for some alone time if you need a break?

Do you have time scheduled after the event to distill actions from the new ideas in your notebook and head?


Next time you’re going to an event, take 10 minutes, and answer these questions for yourself. You’ll find that the path forward is a lot clearer when you pause, survey the scene, and ask yourself a few questions.

Excelsior!

Kai

P.S., Looking for direction on what best actions to take to get more leads? You’ll want to schedule a 1-on-1 Business Clarity Call: https://calendly.com/kaid/call/

“I am not ashamed to confess that I am ignorant of what I don’t know”

When you start a new project, you don’t yet know everything about the client’s business and current situation.

You are flying blind.

Don’t be afraid to admit that.

Embrace Shoshin (beginner’s mind)https://en.wikipedia.org/wiki/Shoshin.

An attitude of openness, eagerness, and lack of preconceptions when studying a subject, even when studying at an advanced level

When you start a project, admit that you are currently ignorant about the client’s business and that you would love to learn more.

You’re a specialist in That Thing You Do. Your clients are specialists in running their business.

They are as ignorant about what you do as you are about their business.

Embrace your beginner’s mind — and encourage your clients to embrace their beginner’s mind as you learn about their current situation.

You’ll be able to learn more about your client’s business and the outcomes they’re looking for and answer their beginner’s mind questions about what you do.

One great way to embrace beginner’s mind? Start your projects with a small engagement focused on analysis, strategy, and discovery (a Roadmapping Session https://kaidavis.com/roadmapping/).

Excelsior!

Kai

Time Debt 🕰️ 💸

“What is Time Debt?”

Time Debt is when you don’t have enough hours in the day to get things done, so you raid your Time Banks and then steal more time through a Time Heist.


You’re here because you’ve run out of time.

You’ve sold your time to too many clients, projects, and obligations.

So? You go into Time Debt.

You raid your Time Banks

You work a weekend.

You keep working weekends.

Evenings get raided, too.

Late nights become regular. You revel in getting into bed early.

Meetings get rescheduled. Expectations get renegotiated.

You slide further into time debt.

You start to do drastic things.

Time Poor

When you’re Time Poor, you don’t have enough time, so you start skipping on obligations and commitments:

  • Exercise
  • Hobbies
  • Sleep
  • Friendships
  • Regular practices, like Yoga or Meditation
  • Marketing your business

When you’re Time Poor, the easiest thing to do is stop managing your pipeline.

It’s easy to pull time from marketing. You don’t see the effects of your marketing (or your lack of marketing) for a month or three.

And if you’re client-rich? Then it’s easy to ignore your marketing. Why focus on it, when you’re paying down your Time Debt to your clients?

You pull time from marketing. You don’t notice it yet, but your leads start to thin out.

Getting out of Time Debt

There ain’t no such thing as a free lunch, friend-o.

If you want to get out of Time Debt, you need to spend less time.

Cut the time you’re spending on your obligations, commitments, and worries.

It’s time for a Time Heist

Start saying no

Start tracking your “No”s. Say no to every project, commitment, or opportunity that shows up. Give yourself 1 point for each Significant No1.

Stop deferring, start declining

If it’s good enough to do later, it’s good enough to say ‘no’ to today. Then, when you’ve paid off your time debt, see if it’s still worth doing (or needs doing).

Cancel meetings

You can’t kick them to forward to ‘future you” through a reschedule. You need to cancel the meetings.

When you defer or reschedule a meeting, you’re stealing time from your future self.

Kick a week of meetings into the future? Nice. Now you’ll get caught up.

But it’s all on credit.

Your future self has to deal with those deferred meetings on top of their regular meetings.

Review projects and cut, cut, cut

How many projects do you have on the go right now?

Sit down and make a list. Write down all the projects that come to mind.

Get ready to cut your total projects by 50% or more.

Each of your projects is something that you’re spending time on. You’re either working at it or worrying about it.

What have you left untended? What have you safely ignored?

If it’s survived this long, it’s either going to thrive or die on its own.

Free yourself of that worry.

Set the weeds of worry on fire. It’s the only way you’ll survive.

Review your overdue tasks and delete, delete, delete

If it hasn’t gotten done by now, you aren’t going to do it.

If you keep rescheduling it for the future, delete it.

Yes, someone will care. So what?

Just delete it.

If it’s a client project that you can’t get to, maybe you’ll need to refund some money.

Have a conversation with your client about how you can realistically help them (or, can’t help them).

Free yourself of worrying about that things that you’re never going to get to. Be happy.

Do the hard and necessary thing

Say no.

Free yourself.

Excelsior!

Kai

  1. Thank you, Patrick!