GROW YOUR BUSINESS WHEN YOU PODCAST WITH PURPOSE

Tips on how to grow your business when you podcast by Annemarie Cross

  • Your knowledge and expertise, is very much who you are and what you bring to that relationship and the experience that you create.
  • You want to attract people like-minded people who have similar values to you or respect your core values so when you start to weave that into your story you immediately engage with them because people can understand that and it's important to them as well.
  • If you try and speak to everyone, sadly you speak to no one.
  • What content can I create in a podcast form that's going to generate me the best interest or the best result?
  • You need to know what the outcome is that you want. Who's your ideal client? What is the content that they're going to look for, and how can we incorporate a story that's really going to engage and educate, but at the end of the episode is going to create so much value and you as an authority in your field that that listener is going to say “I need to contact so-and-so”? 
  • If you get stuck with content go back and read through your own transcript

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To grow your business you to attract people like-minded people who have similar values to you so when you start to weave that into your story you immediately engage with them

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Doug: Well welcome back listeners to another episode of Real Marketing Real Fast. Today I've got a guest joining me from the other side of the world, we've got Annemarie Cross joining me and this one quick shout out to Keith Keller who introduced us. so today's podcast we're going to talk about strategy and messaging but I think what you're going to find really interesting is we're going to talk about how do you do this by creating a three to five part podcast series so yes three to five parts, not something that's going to go on forever but a way for you to generate leads build credibility and get access to your market in a new way. So Annmarie is dubbed the podcasting Queen by her guests and colleagues.

She launched and co-hosted her first podcast in 2008 and she did it to be a voice of inspiration and hope after the doom and gloom stories and the big financial crisis that devastated the world. So 10 years later Annmarie still continues to be a voice of inspiration she has her own award-winning business and leadership focused podcast and a series that she hosts and produced for her clients through her podcast production company. So welcome to the podcast, I'm super excited to talk to again. Obviously, we talked just not too long ago and had a chance to meet you through Keith, so do you want to expand or share a little more with our audience exactly what it is that you do to help coaches and consultants to be more successful?

Annemarie K.: Yeah absolutely thanks, Doug. So I help coaches and consultants really define their message. Message that's going to cut through the noise and really provide incredible value to their ideal client and then take that message and develop it into a podcast series so that they have a digital asset that works for them 24/7, 365 days a year identifying their ideal client and getting them into their funnel and then nurturing that relationship into paying customers. That's an area that I love to help out my clients.

Doug: So how do you help somebody refine their message? I mean I think often the challenge that we may face as entrepreneurs or solopreneurs or whatever our role is that you know we are so close to our products or our service that we may not do a great job at putting together a message that accurately reflects the benefits to the end-user.

Annemarie K.: Yeah great, great question. I think often what people fail to recognize is there a number of things and this is what I consider when I'm working with any client is not only their expertise but what they share as far as their knowledge but also their story and journey. You know so often we fail to recognize that what we've been through and how we've overcome that the insights that we've learned is going to create an experience in which is going to differentiate our content the actual content that we share and so often we find that people don't recognize that and what they do is they try and look at what other people are doing and they try and emulate that and they forget that what makes them unique, other than obviously their experience and their knowledge and expertise, is very much who they are and what they bring to that relationship and the experience that they create.

So that's one of the things that I really focus on because otherwise, we have a lot of people regurgitating the same information in the way that many other people will provide and share information too. So that's really important, who are you, what's your unique message but also your experience too and you can weave that into the conversation to really cut through the noise and to stand out.

Doug: So how do you get that your backstory kind of into your messaging can you give us a specific example?

Annemarie K.: I will let me share my example I've been podcasting now since 2008 and this is the story that I shall try and given in a very brief overview because people often say wow how did you get into podcasting, I say 2008 was when I was working in the career industry as a personal branding strategist working with executives and entrepreneurs and if you recall around 2008 that was when the global financial crisis hit and digital media we're talking about doom and gloom and it was impacting our clients and we knew that if people were listening to the news and the negativity it was go going to impact how they showed up in an interview. Things were tough we realized that but we knew that if we were sharing how people now needed to change their approach to job search, there were jobs out there we just needed a new strategy.

So a co-host and I or a colleague and I decided to be that voice of hope and inspiration. We started career success radio and we did that for two years and made a significant impact and certainly, we were able to empower our clients and of course our listeners through that podcast. And that kind of gives a bit of a back story and then obviously I go on into how that kind of progressed through the years.

Doug: So I mean there's no shortage of people saying hey you need to tell a story, people want to know more your you know your history not just your business but they want to know more about you individually and I guess there's got to be some mortar some or some parameters that you recommend people follow so they don't go too far into what I might say is forbidden territory.

Annemarie K.: Well one of the things that were in that story was around your why and around your purpose and for me and my core if I look I call it my inner brilliance is really about inspiring hope and possibility in others. If I'm speaking to someone or if I overhear a conversation where people are either putting themselves down or even being put down by someone else I just cannot help but fire into action and try and speak positivity in that and help people recognize their own brilliance. That's who I am and that's my brand so it fits in really well with my story where what prompted me to start the podcast was this negativity that was going on in the industry and I knew I had to do something about that. So that really speaks to to my why. And we have so many incredible speakers I know that speak into that and recently and I don't know if you've heard of this resource Doug but Edison, not Edison it's Edelman they do an annual review or survey which identifies trust so they have their Edelman Trust Barometer.

One of the incredible results that came out of this study this year was showing that when CEOs and we're all CEOs of our business start to incorporate their own why and their story and their values come through in their storytelling, that's when we really resonate more deeply with our ideal client because we want to attract people like-minded people who have similar values to us or respect our core values so when we start to weave that into our story we immediately engage with them because people can understand that and it's important to them as well. Does that make sense?

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To grow your business you want to attract people like-minded people who have similar values to you so when you start to weave that into your story you immediately engage with them

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Doug: Yeah it does and you know it's funny because I think lots of times you'll see people that you know not people I mean or business or marketing guys that want to reach you know the whole world and you know what you're saying is by incorporating their why and some of their personal story or at least their core values, you know they're going to probably have a better experience because we have people who are like-minded and have the same sort of beliefs that they do but they are going to eliminate some people that aren't a good fit and from my side that's a good thing but I don't know, do you get any pushback from clients saying well what about you know the people I'm missing it they don't buy into my why or my core values?

Annemarie K.: Yeah great question and one of the things I say that if you try and speak to everyone, sadly you speak to no one. Often your message is way too thin and it's not connecting with what's triggering your ideal client. So if you think back to my story there's a couple of things in that as well and these are things that I then incorporate into my story and it depends who I'm speaking with and the audience. Now when we started podcasting back in 2008 I would often have to tell people what a podcast was and then we were using online digital media back in those days I mean Skype actually didn't even exist if I recall it's going back quite some time and people would often poopoo and say ah that's just a fad you know and kind of ten years on and what do you think about that being a fad, so the minute was standing up and being bold and being courageous and sharing a message but also using a technique to get the message out there that was looked at by many people as well that's never going to work.

So for a lot of my clients to do this sharing a message and speaking into something that will often challenge the status quo, so there are going to be people who will say to you well that's not going to work and all that kind of stuff and that's where you know my story is you just you know you need to share this message and there's a tool or technology that will enable you to do that, you have to stand up and share that message this you know despite the feedback and even negative feedback even people close to you if they don't see it because you're here to make a difference in an impact in the lives of those ideal clients who are struggling and need to hear your message.

So if you're not sharing it guess what? You're not making the impact in the lives of the people you need to hear that. Those are the kind of stories that I weave into my story but it's very much what I experienced and what I know my ideal clients are experiencing as well. They're overwhelmed they hear all of these you know different tactics and technologies that the shiny bright objects syndrome, which by the way I have often over the last decade, I've been distracted by so these are all things that I weave into my story depending again as I said on the audience and what I'm talking about but I weave that in there with intention and with purpose because I know that's exactly what my ideal client is struggling with as well. And as soon as you start weaving that into your story they're going to listen because it's like that's what I'm going through oh and then, of course, you've got promise of value where you share some insights and things that you've learned and that they can implement as well to get a better outcome.

Doug: Well and I wonder sometimes if the concern and doing that is that taking them what I may see is a contrarian approach and you're saying hey you need to step in and weigh in that certain issues you know does that concern that will that's not politically correct or it'll offend some people and but just for my side what I've seen specifically is we have hired writers before to do copywriting for clients and we've used exactly the same media, like nothing different the media the only thing we've done is changed writers and writers who the audience are indifferent to so they kind of meh, they don't hate them they don't like them they're okay, versus somebody who has a very strong belief in a particular position the conversion numbers for the contrarian approach or somebody who either people love him or hate him is way higher than those who are indifferent or the people I may say our crowd pleasers trying to make everybody happy.

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To grow your business you want to attract people like-minded people who have similar values to you so when you start to weave that into your story you immediately engage with them

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Annemarie K.: Mm-hmm (affirmative), yeah it's so, so true. Just yesterday I was speaking to someone who was interested in finding out a little bit more about podcasting and as I was speaking to him I could really see that he didn't really care too much, his focus was not on strategy, it was not on the message, and I knew that he wasn't my ideal client so I've sent in some great resources that I've created but here's the thing and this is I think speaks into what you're talking about Doug is that if you really are clear on your message what you want to bring to the market and you really want to plant your flag because that's something you're passionate about, you recognize in your conversations and the message that you share who your ideal client is not and so you're able then to you know deter people who are reading or listening and if they're listening to your podcast if those ideal clients or the non ideal clients the clients or the people you don't necessarily want to work with and they're just not going to resonate with your message.

And guess what? That's okay because I'm a firm believer there is so much business out there we just need to go out and find a correct, you know message and content that speaks into what they're struggling with.

Doug: No that makes sense. So why don't we step back a little bit because we talked through earlier saying hey this strategy and message so for somebody listening this is okay so that sounds great so before they get to messaging they need to develop a strategy so I realized that this is a 30 minute-ish podcast we can't lay out a plan but kind of what are some of the big starting blocks that people start with to kind of chunk out some of the strategy pieces?

Annemarie K.: Yes and a lot of the clients that I'm now working with they really want to get their message out in a bigger way and they often will look then at podcasting because it's something that they've seen that I've been doing for many years then of course now across all different platforms people are really picking up and recognizing themselves that podcasting is powerful. So there's a couple of things that I will share with them and as we've just touched on and of course we could dive in far deeper into that not obviously in this podcast, the message is really important. Then also looking at okay what content can I create in a podcast form that's going to generate me the best interest or the best result. And there's a couple of things that I've been doing myself and then also rolling out with clients that is generating some great results in comparison to say launching a podcast and then an ongoing podcast and hoping for the best and that is using a podcast series.

What a podcast series is it's a finite number of episodes and we tend to use three and there's a reason for that that I can share in a moment if you want me to so we create a three-part podcast series and there's a couple of things around why we do that. Number one, often we assume and people will say you need to have a substantial list before you launch a podcast, before you launch your message. Podcasting is just one way of sharing this, of course, you need to have a substantial list before you launch your podcast in order to generate the best results. But I say you can start off with a list of 0, however if you create an incredibly valuable podcast series and the way you structure that in like a funnel and an opt-in that we call it your irresistible signature giveaway, you start to attract your ideal client through the episodes that you're sharing in the content that you're sharing, you get them onto your list too because there are some other strategies that we incorporate in that such checklists and templates some really great content but what you're doing is the people who are stepping forward and putting up their hands to say I want access to this.

You bet if you've got a concise and clear message your ideal client has just accessed that content and you can continue to nurture those relationships. So, in other words, you can start off with a list of 0 have a strategic podcast series which continues to generate you leads and from there you can then you nurture them into client inquiries. And clients I've done that myself and my clients are doing that now too with their podcast series. So you can start to generate clients from your very first podcast because what you do with an ongoing podcast or if you're wanting to include other you know integrated strategy such as video and blog posts which we know is all very important across social, guess what? You funnel them back into your podcast series and then they go through that process of being nurtured. So that really is this big picture strategy that's working really well for, I've used it continue to use that and of course my clients are using that as well.

Doug: So that's interesting this a little bit different than what I would have thought of if you said hey you should set up a podcast and thinking okay well I have a podcast so I understand the process now having done it for a year, I understand the process of what I need to do, but you're saying a three-part series. So are you talking about three individual podcasts or are you talking about multiple podcasts you know times three? What are you referring to?

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GROW YOUR BUSINESS WHEN YOU PODCAST WITH PURPOSE

To grow your business you want to attract people like-minded people who have similar values to you so when you start to weave that into your story you immediately engage with them and podcast with purpose.

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Annemarie K.: Actual episodes in itself. So, in other words, it has the same title of the podcast it just has three different episodes. There's a couple of reasons why we do that. Number one a lot of my clients or who are service-based business owners they don't necessarily want an ongoing one but they want to have content that's available and consumable in audio form because they recognize that if they're able to spend three times say 20 to 30 minutes in someone's ear, that is going to really build engagement and allow them to speak into their ideal clients lives. Whereas, other you know technologies and blog posts which people tend to scan through videos people just not going to watch for that length of time, so a podcast episode in a series enables them to do that now.

You don't need to have an ongoing one and how often do we go to a speaking engagement or a networking event and people will often now say hey you have a podcast, I love your content would love to subscribe? Now you can say yeah absolutely go and sign up for my podcast series here's the URL or sign them up for them if they give you the permission to do that. And so that enables you then to have this audio content but there's strategy behind that because each episode speaks into something that they are struggling with so it needs to educate, needs to engage, and of course it needs to entice what that call to action that you're going to have at the end of each podcast episode and ultimately at the end of that series. But this is a resource, it's a digital asset that you can continue to use over and over when you're speaking if you're going to the media, this is the call to action that you get to encourage people and to get access to and you continue to use.

Now if Doug, you decide you would like to have on an ongoing podcast and you're now using that podcast as a way to build relationships with other influences or people who are working in your industry and have your ideal clients as part of their database, you'll interview them and they'll obviously have a call to action or what you might have in your outro is hey by the way if you want you to know if you want more details or access to such-and-such, here is this free podcast series that you can access so that becomes part of your call to action. Everyone who accesses that is bound to be your ideal client because they wouldn't have put up their hand to access that we're it not content that they want to be inspired by and want to learn more from.

Doug: So I'm assuming just from you know having looked at your website and us talking before so you helped them to develop this strategy so they can be very concise and very strategic in what's included in the content in those three episodes.

Annemarie K.: Yes. Well three episodes is I'll give you an example I had one client who was an online divorce lawyer, that's exactly what she did and she is now through the years created incredible resources and that had allowed her now to go from a very time-consuming face-to-face industry to being online and working with clients who really were more interested in mediation but she's created these great resources. She has a membership program and she knew that her ideal clients were rather worn out I think you call them attorneys we call them lawyers here in Australia, other lawyers who still want to keep their hand in business but don't necessarily want to spend all their time in court.

So she was giving them access to a membership program, she used a three-part podcast series to educate them and obviously engage and then funnel them into the membership program. Another client we had a five-part podcast series, she was a startup in the share economy space year in Australia but it was a different strategy in that she was using her podcast series along with an investor deck to go across Australia and have conversations with potential investors and through combination using her podcast series as well she was able to generate, the last I heard it was a little bit over half a million I think pretty much I think she even makes three-quarters of a million dollars in raising capital for her business. And again you know how you're going to use at that podcast and she used that in this instance to educate potential investors and in her business.

So again you look at you know what's the outcome that you want, who's your ideal client, what is the content that they're going to look for, and how can we incorporate a story that's really going to engage and educate, but at the end of the episode it's going to create so much value and you as an authority in your field that that listener is going to say “I need to contact so-and-so” and that's really what we look at when we're putting together a strategy for our client.

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To grow your business you want to attract people like-minded people who have similar values to you so when you start to weave that into your story you immediately engage with them and podcast with purpose.

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Doug: And then how did the business owners or in this case coaches and consultants incorporate that into their marketing? I'm assuming that just because you've created it people aren't necessarily going to show up. So you've got this three-part or maybe five-part series so how do you get the traffic to that the correct traffic to that and more people through to the point where you take their credit card number?

Annemarie K.: Yeah great question. So obviously that is now set up ready to be able to access them so what we recommend is that podcast do you have the individual episodes available as a blog post and so you would normally or you would use a normal strategy as such as social sharing, so we create graphics and pick out various quotes from each of those podcast episodes, everything is transcribed I know you transcribed all of your podcast interviews as well, but that transcription we identify various quotes they become quote graphics. We chunk down we recommend that they take down the transcript and create little mini blog posts which speak into something it directs them back to the podcast series to get more information.

So there's this whole peripheral of content that is able to be repurposed from that three-part podcast series all leading back to the squeeze page that has their URL forward slash podcast series you consistently generating leads from that because people are signing up and accessing that because you've put some checklists and other resources in that. Its a really great mini training that's just going to wow the socks off people.

And so how else will you use it? Well if you go to a networking event and you're talking to someone and often if you're speaking with your ideal client they'll often say to you “oh I'd love to find out more information.” Well at that stage you could say “well look I've created a podcast series that shares a lot more great content, happy for you to access that.” So then obviously from there, you can funnel them into that. Put it on your bio, if you are speaking from the stage. Often we are we go to events where we're not allowed to sell anything. Well, you don't need to sell anything funnel people into that podcast series.

You might say something like “well I've only just scratched the surface if you want to dive deeper into some of these key points and even points that I wasn't able to mention today go and sign up for my podcast series.” So you can use it that way. If you're going on media what you can do is again recommend that people find out more information through accessing that podcast series. If you're going to a podcast show such as yourself or other podcasts what do you do you funnel people into that podcast series. I haven't gotten any studies on this so if you ever find anything to validate what I'm thinking you know we often we'll have people who listen to your podcast, but what we do is a call to action might sign up for my ebook or I've got a book. Now people are listening to podcasts because they prefer audio, don't they?

So, if we say to them to access something which requires a different sense or communication preference such as reading or viewing, I wonder if there's a disconnect there. So if someone's listening to a podcast you can probably guarantee that they enjoy listening to podcasts, so why not encourage them to sign up for a podcast series, they're more likely to listen to that. Which is another reason why I think your podcast series that's really well if you're going to be taking their call to action at the end of your own podcast if you do an ongoing one or if you're going to be a guest on other media or other podcast hosts as well? A great, great call to action because you know that people are listening and they love you know taking in information via their audio senses.

So that's something that I that I've included because of the fact that I enjoy listening so if I need to read something that's like, oh I haven't got time to read but I have got time to listen because I'm going to be able to do that as you do the additional activity. Does that make sense?

Doug: Yeah it does no it's interesting you're right because lots of times do you speak on stage there's you know you're not to sell from the stage because you're paid to speaker or that's not the way they've been set up but it's a different approach I think you're right if you're thinking of the speakers that are up there talking that may say hey go to my website, well I'm a lot you know less likely to look up your website and look through a blog post and I am like you said to they will click on the podcast because I'm going to leave the event and probably listen to it on the way back to the office the way back home wherever I'm coming from.

Annemarie K.: Yes so you know so I hope that answered your question. Those are just a number of the different things that you can do to funnel people back in but it's you know great, great content you can repurpose that and so for my clients I will often say to them look if you get stuck with content go back and read through your own transcript because there's often things that you will say in conversation that you think, wow that sentence I could probably do a mind map and come up with three other points that dives into you know more deeply into that particular topic and there you've got a great little blog post again create some graphics, lead people back to that original podcast episode or back to your podcast series, and now you've just got another contact on your database that you can continue to nurture. Can I share why I've picked the three episodes?

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To grow your business you want to attract people like-minded people who have similar values to you so when you start to weave that into your story you immediately engage with them and podcast with purpose.

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Doug: Sure go ahead.

Annemarie K.: When I started down women and leadership podcast which was one of my podcasts and I launched that back in 2015, I had three episodes that were available on my website. Now on the same day after I published the third episode, I had two telephone calls from women in business here in Australia and they both signed, they'd listen to my podcast episode, had look around the articles on my website and pretty much rang me and said, I want to work with you what is the best program for you know for my requirements and what I'm hoping to work on? And those were two full-figure clients.

Now obviously there was peripheral content around that and I wasn't sharing my expertise, I was the host but because of the message and the consistent branding which is all our message and branding and positioning they had no like and trust being built and listening to that podcast they heard my voice and just built that deeper connection. So those were the three episodes and I thought well if those three worked for me I'm sure three could also work with clients as well. Which is why I came up with the number three.

Doug: Well I think it's interesting because lots of times will work with clients and that challenge often is they don't have content or they can't produce content, so you know video there's a lot of resistance from video for a whole bunch of reasons, but you know so you go back to well write a blog post, well they don't write a blog post because writings not their, maybe their first and best talent but this gives people an opportunity like you said just to speak and everyone speaks and whether it's interviewing suppliers, key suppliers, or interviewing customers and talking about their problems, you're right this would be a very easy way for you know people to create both written and audio content without you know seriously without it pulling your hair. I mean trying to shoot a video or doing it you know for some people it's just way outside their comfort zone but this is a pretty easy approach.

Annemarie K.: Yeah it is. You know I love the audio aspect because there's something that is so special being able to share your voice with someone even if you're listening. If you read an article and there was a something humorous in it and you read lol in comparison to when you actually heard the host sharing this humorous story and then the host and the guests laugh you become part of that don't you? And I've had situations where I've been listening to a podcast and someone has said something funny I've forgotten where I was and here I am roaring out laughing in the middle of a train heading into the CBD in Melbourne and it's kind of, oh, okay and people look at me. There's something quite different about that relationship.

I can't remember an article that I read so I can't reference back to this but I was interesting and I think it speaks into this there was an experiment that was done from an author who wrote an ebook and he created a one blog post which then led to the sale of his ebook and he created one podcast episode which did the same, led the listeners back to the sell of his eBook. He had five times more sales from the podcast episode than he did from you know the blog post. Now I'm not saying there are blog posts are great everything's great as long as you got the right message the right tactics and you've got an integrated strategy, but I think what speaks into those examples is that often we're busy and we scan through things don't we? When we're reading something, and we bring our own perceptions to the relationship our own assumptions as we're reading. But if you're listening to someone's voice and the connotation the speed of you know the voice the softness if you want to really bring people in, you can't do that if you're writing.

I mean you know you can be the best writer and some articles absolutely move you but there's something special about hearing someone's voice. So if you can create a piece of content that really is going to engage far deeper with someone that really adds value to the relationship. And so that's one of the reasons I say to people if you can speak, then do that because people will get a real sense of who you are through your podcast series.

Doug: Yeah I totally agree I mean that makes sense. You know and for me with my style and my personality I listened to lots of podcasts because it's a really great way for me to learn as well from other people that have expertise in a variety of different topics, but for me the other thing is that honestly in terms of time management for those of you who like to listen fast or those of you who speak fast I'll often play the podcast at one-and-a-half speed if somebody's, their approach is a very slow pace because I can pick up a content quicker and just move along.

Annemarie K.: Yes me too and I found one of my colleagues recommended an app on Chrome and I can speed up people on video too and I'll often watch people on-

Doug: Speed people up that's funny.

Annemarie K.: I think to myself oh my goodness what are they like because I can understand what are they like you know I'm falling asleep and it's like if I to listen to them on stage I think I'd fall off my chair it's like where can I speed these people up, I'm the same, love it because it just gives me the content give me the content fast and quick, great way to.

Doug: That's funny so thinking you know kind of what you're working on these days and seeing the changes in social and the changes with podcasting and this kind of rebirth of podcasting, what are you most excited about is it relates to marketing in the next six to twelve months?

Annemarie K.: You know what I'm really excited about is that everything that I've been saying for many decades and listeners around being authentic and I know that that word has been thrown around the place and people are probably thinking oh authentic, authentic, but this is giving yourself permission to share your story and in a way that's going to impact and influence the lives of others. We can do that now with storytelling and I think we've gone into the stage now where our consumers expect it and they are so far so much savvier now when they getting anywhere near someone who is inauthentic and just sharing something that is you know not necessarily any truth to that, and so where I'm really excited as it gives permission for people to really spend time on working on their message, creating this message that's going to impact. And with these tools that we have available, we have no restriction to getting our message out there.

And this is something else I say to people you never know where your voice will end up. And one of my other shows the ambitious entrepreneurs show here I am creating this in my home office and I got an email from one of my listeners who was in Zimbabwe and he'd been listening and very much inspired by many of the guests and he said I wonder I'm now program manager a local radio show in Zimbabwe can we syndicate your show. And I thought can you syndicate my show of course. So here was my you know podcast being created in my home studio here in Hallam, Australia that was being syndicated and played over the airwaves on a national radio show in Zimbabwe inspiring aspiring entrepreneurs.

So you never know who you are going to impact and whose life you're going to make a difference to by sharing your message and that for me speaks into what we stand for it means I'm making a difference one message at a time. And guess what? Every one of us can do that now of the technologies that we have available and to me that that's exciting.

Doug: Well we were at an event in London with Chris Ducker who runs an organization called Youpreneur and Pat Flynn was one of the guests speakers that were there and Pat had shared a story when he first started as podcasting and he was in so many episodes and he was just about ready to give up because he wasn't sure whether he was connecting with people or helping people are making a difference at all and he got an email, not unlike yours where it was an email from a gentleman in Eastern Europe who had been in a bad ski accident and was in the hospital and was off work and he was listening to Pat's podcast. He sent Pat a note saying that you know you were my inspiration on my darkest days as I listened to your podcast. And what was really neat was Chris knew this and Chris had flown this man over to London, England last year we were there to meet Pat for the first time.

Annemarie K.: Amazing yes.

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Doug: Yeah you're right you just you don't know who's listening and you don't know where they're at but you may you may have just something that somebody needs at the right time to help them move forward personally or in their business or the relationship or whatever your business specialty is.

Annemarie K.: Yeah exactly, exactly. So get your message out there today.

Doug: There you go, today. Well and think about you know how did we connect?

Annemarie K.: Exactly, exactly right.

Doug: So I mean I've been I've been responding some people's questions about social media and someone was asking me about a comment I had recently posted on Quora about why I don't think the follow unfollow method works and I said because you need to connect with people and so you know I connected with Keith through Twitter and then it was introduced to you through LinkedIn and Twitter and then we had a conversation, here we are yet we've never met other than we've had a few phone calls or a phone call and we've had some emails and some social media correspondents go back and forth.

Annemarie K.: Yes exactly, and you know I think we take that for granted don't we? And for me I mean I'll often share this and people will be quite surprised but I'm an extroverted introvert and what I mean by that if you put a microphone in front of my face I'm fine, put me on stage, I'm fine but the introvert in me is I'd need when I reached a certain level I've had too much peopling I said I need time on my own just to relax. But for me, this is a way of interviewing people I mean I'm naturally curious so I love diving in and finding out and learning you know from other people's insight so for me it's a plus anyway but being able to share that it is an even added advantage. However, it's a great way for me to connect and engage with people.

We've just spent half an hour together speaking, that is a great way to build that relationship. Now I'm going to recommend people listen to your podcast and I've obviously through the conversations that we've had external to this podcast episode have learned more about you and what you do, I'm not going to recommend you because of the fact that I've built this know, like, and trust with you through this conversation. So you know and I think what you've just said it's the relationship has to be first now. People are far more looking for that engagement and I think with these tools as long as we use them to get it to a certain point and but then realize this is a person on the other end, how can I add more value how can I really bring that relationship aspect into the into the mix? It's so important yeah.

Doug: And the idea is it just adds one more dimension and makes it a little bit more real than it does somebody sending an email because I really don't know if I get an email from someone and their sales funnel whether they wrote it or a copywriter wrote it or I don't know how it got there, all I know is it showed up in my inbox. So that's not to say that if you're you know doing some audio stuff or a video or whatever you're doing that you're not going to have some preparation but at least I think I know that it's you delivering the message because I'm going to hear you or see you.

Annemarie K.: Yeah and I think there's something about that vulnerability and that that was the word I was looking for originally, that vulnerability in your storytelling is really going to be so important moving forward. There was a podcast episode that I'd shared with on one particular episode on women and leadership and I had someone in there who was very much faith-based and I really didn't have it and I know that you and I both know that I'm a Christian I know that you're a Christian too Doug, so what I did was I pre-framed that conversation first by saying to people hey by the way this episode is something that is one that I've never really covered before and I shared you know about myself being a Christian and why it was so important to me and I shared about how you know the death of a child and how it was my faith that got me through and someone reached out to me on LinkedIn, she said I just listened to that podcast I was so moved and I wanted to reach out to you.

We subsequently developed that relationship. She was part of a co-founder and CEO of a national networking organization for women in business, Business Women Australia. I'm now hosting and producing their podcast for them and that came from me being vulnerable on one of my podcasts and she heard that and through that was moved herself and that that opened up the opportunity for a conversation and now our relationships so again you just don't know who's going to hear your message and be moved by it.

Doug: Well that's so cool so they're your listeners if you're not convinced yet that creating a podcast, whether it's a long-form podcast you might run for years or just start with a three to five part series, what can help you generate leads and move the sales dial I think they've got a fair bit of information from Annemarie today and we'll get a little bit more as we transcribe her notes. So a couple questions and then I'll let you get back to your day because you're just starting your day and I'm just finishing mine, so who's one guess that you think I absolutely have to have on my podcast?

Annemarie K.: Oh you know I've just recently been interviewed by someone on his podcast and absolutely love what he stands for and I'm just going to Steve Brossman is his name, Steve and then Brossman, B R O S S M A N. he's got some really great content and information around, now position yourself as an authority too but it was a great conversation. He's based here in Australia but I certainly would highly recommend Steve as a guest.

Doug: There we go and if I get enough contacts in Australia then I can justify another trip back down there.

Annemarie K.: Wonderful.

Doug: So where can people find you to learn more to what you do and tune in to your podcasts and connect with you?

Annemarie K.: Yeah absolutely the best place to connect is podcastingwithpurpose.com. A lot of what I spoke about today there's articles and other resources on that website or just Google Annemarie Cross and you'll certainly find me there too but a great resource for people to start off is podcastingwithpurpose.com.

Doug: And is there a primary social media platform that you're most active on if people want to connect with you?

Annemarie K.: You know I'm active across a lot of them, I love Instagram but what I'm and now with intention and purpose is really connecting on LinkedIn and so people will find me over there Annemarie Cross there. I've made a commitment this year to spend a lot more time over on LinkedIn because of the relationships that that are being built and so many of my guests are hanging out there too so LinkedIn if you want to connect. Send me a connection let me know that you heard my interview here on Doug's show and would be happy to connect them.

Doug: Well excellent hey thanks so much for taking time out your day I was so looking forward to connecting with you again because we had such a great conversation a few weeks ago and I just really love what you're doing and I like the approach that you're taking. You've made a very easy for people that want to step into this arena and test this method of marketing and media to do it in a very small bite-sized piece without making the commitment of having to create this long-form you know I'm going to do a podcast for 16 episodes or a hundred episodes or for a year coming into three to five, roll it out, promote it, marking it, generate some business and if it makes sense then maybe they do more or not.

Annemarie K.: Yeah because you know what? You've just created a list that if you do decide to do an ongoing podcast guess are you going to share that with or even maybe you know touch base with them and say hey I'm thinking of doing an ongoing podcast what do you reckon? You've got a hungry audience already they're created for you.

Doug: Yeah excellent advice so thanks again.

Annemarie K.: My pleasure thank you.

Doug: So thanks listeners for tuning in. I hope you found us lots of value in this episode. It certainly gave me some new things to think about in terms of what I do with myself and my clients about creating a three-part series to use speaking from the stage or on other podcasts. So we will make sure that we transcribe the notes so you can reach out and connect with Annemarie. I know that she's like she said she's on Twitter and Instagram and LinkedIn. I'd encourage you to do that. So until the next episode, we look forward to serving you so tune back in thanks so much.

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Get in touch with Annemarie:

Find out more about Annemarie:

Links to other related podcasts and or blog posts:

THE INCREDIBLE VALUE OF PODCASTING

HOW TO BE A GREAT PODCAST GUEST

GROW YOUR BUSINESS WHEN YOU PODCAST WITH PURPOSE

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