How to Leverage Other People’s Podcast Audiences to Bust Through Your Next Level of Income with Melanie Benson

Hey hey, Kathryn here! I’m so glad you’re tuning in. If you’re new to the show, welcome. I’m so glad you’re here. If you’ve been around for a bit, you know I’m all about keeping it real with you. Showing you all the sides of entrepreneurship (& life). I mean it’s all connected, right?

Kathryn Thompson  00:00

Hey, hey, Katherine here. I'm so glad you're tuning in. If you're new to the show, welcome, welcome. I'm super stoked that you're here. If you've been around for a bit, you know, I'm all about keeping it real with you, showing you all signs of entrepreneurship and life. I mean, it's all connected, right. And if last week's episode is any indication of how much you love when I dish it to you real and show you all facets of entrepreneurship, and just show up and share the real sides of all of it, how much you guys love that, because I've been getting so many messages from you in the DMS, sharing the podcast, in your stories, responding to the emails that I'm sending. And it means the world to me, because it one shows me that the content that I'm putting out there is resonating with you, and that you're having these aha 's and breakthroughs and you're like, finally have the permission to just be, which is what this podcast is all about in so many different ways. But to that you're like, Okay, I'm not crazy, because I don't always feel inspired in this case, right. Last week's episode was all about the inspirational funk and how to sort of get out of it. And the first step I had mentioned was like accepting that this is part of the process, that there's absolutely nothing wrong with you, when you go through the seasons of feeling not 100% inspired. And the episode was really inspired by my clients that I work with, because I see how they go through these funks. And they question whether or not you know, there's something wrong with them? Or how do I get inspired again? Or why does it seem like all of these other people create content so effortlessly? And yet I go through these seasons. And too, because I saw a post from an influencer, who's a business mentor in the online space, who has a platform of over 10k, who had posted that, you know, she has created millions in her business. And she attributes one of the reasons to being 100% inspired all the time to show up and create content, and had to call bullshit on it is why I've coined this episode, the BS episode, because I've gotten feedback from people like I really loved your BS episode, which tells me that y'all love when I call bullshit on things. And really, like I said, Show all facets of entrepreneurship and life because it's not always roses and butterflies. It's not always the highs, there are lows that come with this. Like anything else in life, whether you're in a relationship or you're in a nine to five job and you're looking to be an entrepreneur, whatever it is, there's highs and lows. And I think the less we can glamorize what this journey looks like, the more it's going to encourage people to show up and be that sought-after entrepreneur and as Why do what I do. And this episode is a continuation of that in a lot of ways. And so is the one after this. And I've got two very special guests back to back week to week, who are going to absolutely frickin blow your mind. Because one of the things I often hear and what sparked me recording last week's episode around that inspirational funk was predominantly around social media and feeling maybe disconnected from it, maybe not feeling totally inspired to create content. Seeing all of these different trends roll out whether it be dancing on reels or pointing or dubbed over voices, and feeling like they've got to jump on the trend and do these things in order to hack the algorithm to reach more people to get their content seen by more people. Because platforms like Instagram and Facebook and Tik Tok and whatnot cater to that, right? They there's an algorithm that dishes out the content. And when they're trying to push a new trend, they tend to show that content more that isn't new. And so I hear from clients is like, I just I'm not going to dance on reels. And I don't know, you know, really what to do otherwise, if I want my content to continue to be seen. And when you're relying on social media, as your primary lead generation or sales strategy, right, you're using these platforms to connect with your audience to drive leads to make sales in your business. And the algorithm is constantly changing. It can feel very unsafe in your business, you can feel like oh my god, what am I going to do and you're pumping out content left, right and center, even in the days where you don't feel 100% inspired. And you're not necessarily like seeing that growth, those sales that you want, or you're just outright frickin exhausted with it and you're looking for a completely different strategy that's going to allow you to really You showcase who you are and what you do and why you're different. And the guests that I have on today is going to share with you what I consider an untapped strategy that nobody's really talking about. Everybody talks about social media. Everybody talks about jumping on tick-tock and when clubhouse came out, it's like get on clubhouse. It's the new one, right? So if you really want to leverage the opportunity there be the first on the platform. Same with tick-tock, right, you see everyone gravitating over to tick tock because it's a new platform. And the algorithm isn't as maybe controlling as Instagram or Facebook, I'll say sophisticated. And so the reach there is far greater. And so everyone's over there, trying to learn the platform, and, you know, create videos and all these sorts of things. And for me, that's just like a chase, right? It's just this, you're constantly chasing the trend. You're constantly chasing the new platform. And if you want to build a predictable and sustainable business that drives predictable and sustainable leads and sales in your business, you need a strategy that has some rock solid foundation, and a strategy that's not requiring you to jump through hoops, as I call it. And our guest on today is going to share that untapped strategy with you. It's also a really beautiful strategy. If you're feeling like the inspirational funk in your business, which you will at some time around the content, right, because it's a strategy that allows you to leverage it over time and sort of reap the benefits of it over time. And you only need to create it once. So I'm going to dive right in because I've been talking around, you know what the strategy is, its untapped. And I'm really excited for this guest to share with you how to leverage other people's podcasts, audiences, to drive hundreds of new leads into your business monthly, and how to really attract high ticket clients and how to do it on autopilot. Because when you use podcasting, and you're a podcast guest, your interview lives forever. And our guests, Melanie Benson is the perfect person to share this strategy with you. She's been on shows like entrepreneurs on fire, and she's an authority brand amplifier for expert printers. She shows you really how to stand out in that crowded market and attract those high paying clients and opportunities by being a guest expert, whether that's on stages, whether that's on podcast, but today we're talking particularly about being a podcast guest, but she's also an expert at being a speaker on stages, whether that's in person events, or on virtual stages and summits, Melanie has a proven track record of accelerating her clients results, she's uncovered like multiple six figures and people's businesses, I've had the pleasure of working with her of writing copy for her. And she is an absolute genius when it comes to really capitalizing and maximizing your effort. If like when it comes to lead generation and sales, right, she wants you to get the best return financially on the effort you're putting out. And one thing I often hear from clients is, I'm so burnt out from social media, like I feel like I'm putting in all of this effort. And that financial return is nowhere near the effort that I'm putting in. And the strategy she's going to share with you today how to leverage other people's podcasts audiences is a strategy that really doesn't require all of the effort like social media, but it but it gives you that return on investment, right? It gives you that generates those leads and those clients, whereas social media feels more of like that long term, a ton of effort going out. She's also the host of the amplify your success podcast is an author of rewired for wealth co-author of The Best Selling voices of the 21st century and entrepreneur.com Startup Guide to starting and she's also the host of amplify your success podcast is author of rewired for wealth co-author of The Best Selling voices of the 21st century and entrepreneur.com Startup Guide to starting an information marketing business and has been featured in Bloomberg Businessweek Women's Day and parenting. Melanie is founding executive team member of women's Speakers Association, and she's sharing a ton of resources with y'all in the show notes. I will let her share what she's dropping the gifts that she's dropping, but she's developed this amazing system that really helps you leverage other people's podcasts audiences. That doesn't require you to break the bank on expensive ads. It doesn't require you to show up, you know over and over on social media and put out All that effort with very little return it's an amazing system that I've had the pleasure of being able to learn about and write about and I'm just so stoked to have her on the show today to share her absolute brilliance with you so without further ado let's welcome Melanie to the show.

Kathryn Thompson  00:02

Hey, hey, I am super stoked to have Melanie Benson on the show today. And without further ado, I'm just going to turn it right over to you, Melanie so that you can share with our listeners, who you are, what you do and who you serve.

Melanie Benson  00:13

Thanks, Katherine. And I'm so excited for this conversation, you and I have been having so many conversations about being a guest on other people's podcast. So for the last since 2000, I have been working with expert based business owners who feel like they're working way too hard for the results they get. And they still feel like a best kept secret. And they're looking for simple, highly effective strategies to reach farther to gather and attract more of their ideal clients. And my my secret sauce, my super cool little system I do around that is teaching people how to leverage other people's podcasts and stages. Because that's where most of us just drop in and become Uber magnetic is when we're sharing our message and the things that we're passionate about. So that's my jam. And I know we're gonna talk about that today.

Kathryn Thompson  01:09

Yeah, I love it. And you know, I'm super intrigued about this. Because a lot of my listeners, a lot of my clients, they often come to me exactly like you said, they feel like they're working way too frickin hard at what they're doing. They're experts in their own right. They're really good at what they do. And they're looking for a different way to increase visibility to drive more leads into their business to boost sales, all of that credibility authority. And I feel like you have this like untapped strategy that a lot of people aren't talking about. And I know you've been doing it for a long time. So it's not Yeah. 10 years. Yeah. But so I'm really excited to dive into this. So why is this strategy one untapped? Or why do you feel like it is untapped? And, and almost like, kind of a missed opportunity for people or things that people aren't seeing?

Melanie Benson  02:02

Yeah, so first of all, I think let's just let's just set some context for why podcasts? Yeah. So in podcasts are very different than being a guest on someone's virtual Summit, or doing a webinar or doing video. All of those are great strategies. And here's where I think podcasting kind of is set apart and so powerful and untapped. There. As we are talking today, there are 2 million, like 600,000 podcasts that are active on Apple podcasts, which is kind of the definitive platform for podcasts. What I found is about 60% of them are interviewing guests. So if you think about it, they are having to air content either once a week, or once a day. So these people are ambitious, and they have a daily podcast, not me. That's not how I didn't play your success. But yes, some people do that. And that means they are always on the hunt for fabulous experts, and or conversationalist, inspiring subject matter experts who can bring value to their audience. Now, podcasts, the reason why I think it's set apart from everything else, podcasts are evergreen. So for many of us, when we're going to do like a guest training, or we're going to be a guest on someone's Summit, it airs, it may be available for a very short period of time, and then it goes away. So that content is not you can't repurpose it. You can't keep the leads going. I learned a very, very valuable insight. And this is one of the things that kind of moved the needle for me from Okay, I'll be on people's podcast to Oh, wow, I'm being very intentional and strategic about getting on podcast. I early on in the podcasting craze, was invited to a unknown man's podcast. His name was John Lee Dumas is John Lee Dumas. And he was hosting this new podcast called Entrepreneur on Fire. Maybe you've heard of it. It's probably one of the top entrepreneurial podcasts ever. He was in his first season and I'm like, Okay, I don't know this guy. But I kind of liked this idea of what he's doing. It's, it's new format. It's really cool energy. So I went on it and it aired. And a few weeks later, I had someone reaching out going, Hey, I heard your interview on Jon's podcast. I think I need what you do. And I gotta tell you, this was probably one of my least favorite interviews I ever did. Because I was not in a good place in my life. I was like, I don't even know what to talk about. He's wanting me to talk about all these things that felt very vulnerable. And I'm like, oh, oh my gosh, do I have to talk about this today? Right. I'm not really feeling in my best energy. I don't even do what I talked about on that podcast anymore, right? But you Every few weeks, someone else was like booking a consult with me and hiring me in a VIP package. What just joining on my programs. Six years later, Catherine, I got a another lead from that podcast. A guy says, Hey, I was you know, going back to the beginning of John's podcast and I heard your interview, and I feel like you know, the things you do is exactly what I'm missing. Can you Can I work with you booked a console booked a VIP day with me. Brilliant. Okay, so it's evergreen, that content is continuing to attract clients for me years later.

Kathryn Thompson  05:43

Yeah. And that podcast is, like you said, a very well known podcast, and you were on that seat at that first season, right? Or when he first kind of launched it? And sometimes I think, right, we think, Okay, well, they're just launching it, it's a new podcast, like, what is this going to, like amount to, we really have no idea how well a show is going to grow either, right? So you could have get on a show. And it could like skyrocket like this one has, and just continue to deliver over and over brilliant leads into your business clients, high ticket clients, which is brilliant. So I know that and we there's so many podcasts out there, like you mentioned, right over 2 million. Why do you feel like experts or service providers, coaches, consultants who are like burnt out, maxed out all of that are not leveraging this strategy in their business right now?

Melanie Benson  06:40

Okay, we could probably just do a whole call on that question, right? Like, we could do a whole thing, because I think there's two sides of that question to me, and one is, why are we not doing it? And in my experience, because I talked to a lot of people who are interested in what I call guests expert system, and they're asking me, so is this, you know, like, I'm super slammed, I'm really busy, I'm overwhelmed. Is this the right strategy for me? And and what I do is I look at what they're what they're putting out in the world via content. And I'm like, Absolutely, it's the right thing, because nobody understands what your message is, from all this different kinds of content you're putting out. So I think opportunity number one is when you do this, right, and what I mean by doing it, right, is that you, you really like dig deep and get a signature talk or and topic that you can create, like call it buzz and momentum around by doing an active podcast guest and campaign, what happens is, you become the well known expert, by spotlighting a powerful message over and over and over again. Okay. And this is this is a very integrated out strategy that I'm just kind of giving you the highlight of because there's some layers to how you do this to get the most power out of it. But even if all you did was get on really great podcasts, and then share that on your social, what starts to happen is a cohesive brand message starts to emerge. I was talking with a woman the other day. And she said, I'm not I don't think guest expert systems right for me right now. And I said, Why do you think that? And she said, Well, I know how to speak and I'm like, that's great. But when I'm looking at your brand presence, I don't get what you do. So I think there is a A amplifier, I call them authority amplifier opportunity to really showcase of powerful message. And when I help people design what this message is Catherine, what I'm doing is is I'm looking for, where's the golden thread between what will get your ideal clients interest so that they're listening? And what is the the they need to hear from you. So they go, they get intrigued. And they're like, Okay, she's talking to me right now, like, oh, my gosh, how is she in my head, this is impossible. And then they're invested in wanting to take the next step with you. And when you build that golden thread properly, that becomes a client magnet. And I'm jumping ahead a little bit, but I get super excited about this. You're also turning on an amplifier for more opportunities. I have found now I've dialed the system and really tight like I've been doing this for a while. So I have a little bit of an advantage. But I've dialed this system into where if I'm on the right podcast, I should get probably depending on the reach of the podcast somewhere between 10 and 50 to 100 leads, I should get at least two to five clients within the first four weeks. And I'm not just talking about 100 Dog clients and talking about big ticket clients. And then what we would find Is I should get at least three more invitations to other shows, podcasts speaking. And it doesn't all just come from my podcast audience or my podcast, guests audience. All right, I do a whole thing. I have a whole strategy that I that I've learned, where I ramp up that visibility and multiple platforms, if you will. And so I'm leveraging that podcast content everywhere. And that is a huge payoff for me. So that's just a little tiny, kind of, for more integrated strategy. That's kind of the exciting thing about it.

Kathryn Thompson  10:42

Yeah. And like you said, you know it, you've dialed it in so well, and it's why you help other people do this. Now. You touched on one thing about the talk, right? And somebody saying, like, I already know how to talk, so I don't need the support or whatnot. Do you feel like that is one of the biggest mistakes is that people are just getting booked on podcast getting booked on stages. And then it's not going anywhere? And they're going okay, well, this doesn't work.

Melanie Benson  11:10

Yeah. Yeah, there are there are actually 17 common mistakes I see people making is they is they venture out into like, Okay, this podcasting, things kind of taken off, maybe I should be a guest on other people's podcasts. And they're really common. And I say that because until you really understand how the system is meant to work. It's like you do what you know, you do what feels natural. And that's great. I'd rather you do something. But if you really want to dial it in as a client magnet and turn on the the high return on investment results, you want to have a system. So one of the big ones, I'm not sure I'm answering your question. So tell me if I don't answer perfect, but one of the big ones is, I'm a speaker. I know how to speak on stage. I'm just going to drop in to podcasts, and they wing it. Yeah. And I have interviewed so my my amplifier success podcast I've been doing for five years. Before that I had another podcast for three years. That was a video podcast that was way before its time. Before all the live streaming technology was available. But the podcasts, I between the two, I have interviewed so many people. And an interview is a very different dynamic than just speaking. So here's here's a funny story. In the first, I say maybe 30 episodes of amplifier success, I had been following a guy on social media. And at that time, I was still kind of hungry for gas. And so I would watch on social media to see what people were up to. And if and if a topic was really catchy to me, and this is how a lot of people get booked, by the way. So the topic was really catchy to me, I would reach out and say, Hey, I'd love to interview on my podcast. Well, I interviewed this guy, I won't say his name to embarrass him. But he obviously does not read any of my my guest materials that I send him. And he shows up and he starts to deliver a webinar. He's like talking nonstop. And I would interrupt him and take control of the mic back. And at the end, he goes he says that was really interesting. He said, I've never had anybody, like interject so much. And I said, this is an interview, not a webinar. Well, needless to say his his interview never really got much traction, it was very boring. It was very overwhelming. And that's actually leads me to point like mistake number two. And I I actually think this is probably the biggest aha people get by going through guest expert system is how to talk in sound bites. Yeah. Okay. So when you are doing all the talking, and there's not interaction with your host, it's not as engaging to the listener, as it is if there's a dynamic of going back and forth, and maybe some humor and playing off each other's vibe. And, and, you know, you want to let that host pull the best out of you. And so it's your job to a know how to talk and sound bites. And then B, which is mistake number three, know how to craft a really compelling conversation talking points, right? And so mistake number three is people like they kind of like, try to deliver everything. They teach in this very short amount of time. And then what they end up doing is talking nonstop Catherine? Yeah, they literally and maybe you've had these kinds of guests where they talk in 10 to 15 minute chunks. When you're like, Excuse me, yeah. And on the mic to get your attention. Like I got a question, you know, and they just don't know how to do the dance. And what happens is there are I call it being a long winded Nelly, you know our head. And too, they're like, I'm falling asleep as the host. I'm sure the guest is going, oh my god, I'm so over this really long story that goes going nowhere. And they're not engaged in that means they're not going to really take that next step with you. And maybe this goes back to Kathryn to some common misconceptions and myths about what a podcast purpose is, is like if you're recognizing the power of being in front of an audience, a community where the host has developed this culture. Yeah, that's what happens with a with a really compelling host who's committed to building community around their host is they designed a culture and that culture has, I don't know, like, what, let's just say, some maybe unspoken guidelines, right? Yeah. And that host knows how to pull that out. You're borrowing their influence in that conversation, they have brought you into their space and said, I like what this person is up to, I want to share you with my community. And if you're not really understanding how to how to create a compelling conversation, it's wasted opportunity.

Kathryn Thompson  16:18

Totally, totally. And I've had those interviews, you know, where exactly that I felt like that person was just like, on the show to talk about themselves for yes, 30 or 45 minutes, and it was like, wait a minute, and I'm pretty good host. So I love being able to pull things out. But the power of podcasting is the interview engagement, it's a conversation. Yeah. Which is very different than standing on a stage and talking to a crowd of people, right? It's very different. So I love that you talked about, you know, this talking in sound bites and all of that. But I know the one that a lot of people are going to resonate with the most is the winging it. Because I feel like a lot of people that follow me. That's what they do in a lot of ways. They wing their content, they wing their business. I think at one point months ago, I even had a post up like the winging it entrepreneur, right and why your content marketing is not doing its job because it's scattered. And I want to dive a little bit into why that scattered piece of it doesn't let you amplify because I don't know it. Maybe it is a trait of the winging it entrepreneur where they are constantly winging it and just go go go that they even miss the opportunity to leverage it. Right. They don't pause enough to go, how can I maximize this one? Episode, right?

Melanie Benson  17:42

Oh, my gosh, this is a big, big area. Let me try and do this justice. Five things going through my head at once. So first of all, I really understand that there are different personalities, i i And there are different ways we relate to our business. And we like we don't want to feel trapped into being a way that short, short cuts or like shrinks are magic, right? I use Enneagram profiles a lot when I'm working with my clients. I'm sure our community here has heard of Enneagram. And I find them really valuable because it teaches me and helps me hold context for how to help somebody. Really, they put their best foot forward and how they're amplifying their authority. So that being said, one of the things I recognized from some of my clients who expresses an Enneagram seven, which is the highly creative, right, they're creative, they, they have lots of ideas, they, there's like this, I'm gonna use the word hedonistic. I don't know if it's the right word, but it's like they, they want to like do it. All right, and the idea that they can't do it all feels very limiting and constricting. And it's like, don't take my my creative expression away. So I want to draw a distinction between channeling your creative expression into a proven strategies that will amplify your results. Because what an Enneagram seven, or anybody who gets into this bright shiny object syndrome, where you're chasing lots of different things, what you know is eventually you get burned out because what you're doing is not getting traction, versus somebody who's like, all the time, like, Okay, let me try this. And let me do that. And I'm gonna, I'm gonna, like now go after this message, because I'm, I'm seeing a bunch of people talk about it, and I can do that too. And oh, by the way, I have five businesses that I'm trying to grow right now, which one should I talk about on this interview? And I am saying that in a light hearted tone, because if this is you, you know, you know how it is, you know, how you roll. And what I think the opportunity is around this winging it is to recognize that you can be the best speaker in the world. You can be very passionate in your message. And if you are just winging it, as you go into these cars, associations there is there will be a less compelling golden thread built, then if you go in very intentional, I want to be very clear, I am not suggesting that you have fully written out talking points that you have to read from a script. Like that's not what we're doing here. I don't want you to take away that beautiful magical message that wants to emerge from you. What I want you to do is have a structure to channel it in. So you get people to go, Oh my gosh, she's talking to me, oh, my gosh, this guy knows exactly what I'm going through. Because you understand your audience, and you're using something that I teach in my program called the rocks method. It's relevant, it's outcome driven, its credibility boosting and their specificity that draws people in. And when you understand how to craft your message using this technique, what happens is you go from being you know, like, people scroll right past because here's what's happening. You I know you can't see me right now. But I'm holding my iPhone. And I've got my my podcast app that I like to listen to whether it's Stitcher, Spotify, Apple, Audible, whatever it is, right. Scrolling. Okay, yeah, boring, boring, boring, boring. Ooh, that sounds interesting. That's exactly what I want to hear about today. You having the right magnetic talk title, and following a system stops the scroll, and gets people to lean in and listen. And that is how you stand out. And Katherine, I know, you know this. But even more importantly, that's how you get booked a little known secret. I get about 100 pitches a week to be on my show. Super flattered. I know that means there's a lot of people listening. Thank you. Thank you. Thank you. I feel so grateful. It's was boosted us to the top 1.5% of all shows are everywhere. And we can't get through all those pitches. So guess what we are scouring? For the top titles that pop that I'm like, That's interesting. That's intriguing. I want to have that conversation with that person.

Kathryn Thompson  22:15

Yeah, you were totally speaking to me. So I'm a seven and a manifesting generator. But I have like, I hit massive burnout a year ago. And I was like, something's got to change, because and honing in on that. And not being disciplined enough to focus on the areas of expertise. But I love the thing that you said about because I think this will give people like me and those that are listening permission to still be in that creative zone, but not feel restricted. Because I also know a lot of people are like, I don't follow scripts, I can't follow scripts. And it's not about having the talking points, right. It's not about having this like webinar mapped out and you're sitting there reading it, which is also really beautiful. The other thing I want to dive into is the podcast, pitches right as getting those pitches. I actually have a VA now that has to manage that because I am getting a ton of pitches daily, that I can't keep up with. And I love that you said you guys just scroll for the like the snappy title because I'm gonna steal that. I feel like I'm still a newbie in the podcast game. I've my use show was not even a year old coming up on a year in July. And I'm getting so many pitches now that I'm like, I can't even manage it. I don't even know how to respond either. Do you respond to each one? Or do you just Oh, okay.

Melanie Benson  23:40

Now, well, that's a whole nother subject. Yeah, we can, we can totally come back and talk about the other side of the mic later. Because we have a whole strategy for how to create a top 1% show. And, you know, that's a whole nother game. But what I think you're saying is, how do we how do we pitch in a way that gets gets picked?

Kathryn Thompson  24:01

Totally, totally because I get I had a pitch recently. And it was probably the best pitch I've ever had. Because it was so bold, and like just called it as it is. And I was just like, wow, I'm like, I want you on the show. Because while your pitch was brilliant, but I had been opening every pitch, right? Because most of the subject titles is like the name of my show be the sought after entrepreneur, guest opportunity or something like that. And then I opened it to read it and I can tell when something's just regurgitated, right? copied and pasted. But this guy's was like it was such a bold pitch. And I absolutely loved it. And I told him that I said, I want you on the show, mainly because of how you pitched like, yes, you have a really great topic that I want to cover. But your pitch was brilliant. And so what would you say is a big mistake that people make when pitching?

Melanie Benson  24:58

Yeah, this is great question. Hi, I'm so sorry, I had to take a step back and answer something that came up as you're wrapping up. Last question, because I want to be super clear. When you are designing your, your like the what you're going to talk about. Yeah, I'm not suggesting you script. But I do think you need talking points. And here's why people get lost in their stories. And depending on where you are in the arc of your ability to articulate your work, well, what happens is people tell these really long stories and give these really long content chunks. And nobody's following it. So what I suggest people do is think in terms of talking points that have specific sound bites wrapped into him. And I have a whole strategy a teacher on that, that makes it really simple. So you're still pulling your unique stuff through, but it's cohesive. Yeah, cuz you don't have a lot of time. So I just wanted to wrap that up with a little pretty big bow there, for sure. blue bow, whatever you like. Yeah. All right. So pitching. So I've had the unique opportunity to be invited several times to really big events where the guests are in the audience pitching me and about 39 Other podcasters at the same time. So I learned two things a I learned what a bad pitches and what a good pitch is right. And now this is delivered verbally. But we can take that same information and transfer transform it to the words, right. Yeah, I also learned what other podcast hosts like and don't like. And we all have a very similar thread. And that is, don't send me a standard pitch that you're sending 500 other hosts, if you are using a podcast pitching service, you have to make sure that you are working with the caliber of pitching oriented company, that will fine tune the pitch. The fastest way to get into the Delete box, or the Delete folder, is use the standard pitch. And forget to change the name of the person you're pitching. And call me Judy or Jason even worst or sir. Yeah. And have second bad as suggestion is? Don't fine tune your topic. Yeah. So what I find is a lot of people and I, there's this lovely guy who's been trying to get on my show forever. And he even sent me his book. And I I'm always so honored when somebody sends me their book as part of their pitch. It's very classy move. Yeah, but his topic has zero to do yes, with what my podcast is about, and what my community is about and what conversation my community wants to engage with. And so, you know, being on all podcast is not the goal. Okay, you want to be strategic in being on the podcast that get you visibility in the right audiences, because visibility is great, especially if you're in the beginning stages. And you just like you have no traction whatsoever. Sure, get on some popular podcasts. But when you when time is of the essence and you have a limit of time and or money. You cannot afford to spend your time and money pitching the wrong hosts, you need to be strategic. So the other the other thing about pitching little known fact. And this, this may be more me. But I'm very sensitive to the follow me on social media and pitch me. If you would like to get unfollowed immediately please try that strategy works really badly. Or if you want me to unfollow you it works great, right? Yeah. Like that is not my pitch process. If you want to get on my show, we have a pitch process. And so when if you are intentional about a show you want to be on, find out how they like to be pitched. They'll most likely say it right on their show page. Yeah, that's what we do. Do you think people listen? No. Yeah, no, totally. they email me. I feel no responsibility to respond to them. Yeah.

Kathryn Thompson  29:19

Yeah. And that's, that's beautiful, too, right. It's like, you know, I had I think, I don't know if it was a couple months ago, I had like a slew of pitches. And I was like, Are they taking a class? And their teacher told them to go and pitch it but because

Melanie Benson  29:34

I got a mi b I know who's teaching that class? Oh, my goodness.

Kathryn Thompson  29:37

I got five pitches in the DMS. Yeah, we're all the same, like the words verbatim. were the same and then that's an agency most likely and then I got to in on Facebook in Messenger and I was just like, you like and they were back to back two different people, two different topics, but the it was like, this might be a long shot, and that was how they started. did it but I'm wondering if you want to be if I can be on your show. And it was like, word for word. I was like, What is going on? And yeah, exactly like delete, delete. Totally, yeah. No, do not do that. And, and I've had people, I mean, this happened in corporate, where people would apply for a job, right? And, and it would be like I'm applying for this company. And I'm like, this is not the company you're applying for. But you haven't changed it out of your resume. So same thing with a pitch, right, like, personalize it, add some personalization, and uniqueness to it. Again, it goes back to that like, unique message, right? It's like, what's your personality? What's your flavor? Like? Let's see that in the pitches so that they stand out amongst like you said, you get 100 and some pitches. So it's like, you've got to be different, right? And I always say this with publications, because lots of people will ask me, like, how do you get published an entrepreneur, like Forbes, or whatever. And I'm, like, you know, those editors are getting, like, how many pitches a day, like you've got to stand out. And that means writing a really unique pitch. So that translates into the podcast, right? If having a magnetic talk that, like, calls people in and draws them into what you're doing.

Melanie Benson  31:12

Let me give you an example of how this can play out for someone. Yes, what I think might start to happen to people going, Okay, well, if I've got to research and do all this, like, this is gonna start to feel like a lot of work. Right. But let me just tell you what's possible. I do not go after masses. I go after specific. Yeah. And luckily, I get a lot of invitations. But sometimes when I'm going to outreach to somebody, I'm very strategic, right. And so here's what could happen. I had a podcast I wanted to be on two years ago. And I had taken the time, so I knew who they were like we knew each other kind of sort of like we had, like lunch like a million years ago, right? Yeah, well, not a million, but like five. Yeah. And so I went and looked at the types of things that they were talking about on their podcast. And I noticed that they bumped in between a lot of things about lead attraction, you know, aspect, like calling, if you will, and affiliate marketing, they talked about a lot of things, but they never talked about leveraging other people's podcasts, particularly their competitors. So I reached out to them, and I said, Hey, I've been noticing what you guys are talking about on your podcast, I joined their Facebook community build some rapport, had some engagement, and I reached out and I said, I was thinking, what do you guys think about a topic on how to turn your competitors into your number one lead source? They loved it. They booked me within 30 days, right? And I'd had them I tried a few other topics over two years and not got picked. Yeah. And then they had me on their show. And they loved it so much that they turned it into another article, and featured me alongside some of the biggest names like Gabby Bernstein, Molly Mahoney. There was like three other really big name women they'd had on their show. Yeah. And then this is the best part. Within two weeks of it airing. I had somebody scramble over to one of my offer pages and buy it the week that program opened up. Wow. So and that was a $3,000 program. I think. So you know, and that was there's other stuff that came through from that. But that's I think, and I could tell you 10 stories of how being a guest on other people's podcasts has translated to over $125,000 a bit in business each year for me. Yeah, that's probably being a little. What is it when you're playing it safe? Yeah. You know, I know it's more than that. But that feels like something that anybody could do. Yeah. So I, it is about building breadcrumbs properly. Like, if you're out there, how did they get here? Can you tell one other story? Do we? Yeah, sure. Yeah. So this is one of my favorites. It's more recent. Last year, I have a friend who I've guested on his podcast probably five times. Now. I, you know, we always had this strategic relationship where he talked about like his, his marketing stuff. And then I would talk about mindset. And so he asked me if I would come and talk about impostor syndrome, which we all know is something that everybody deals with from time to time. And so one of the things that came out of that is like how if you are going around with the mindset of feeling like you're an imposter, it makes you a best kept secret. Yeah. And you will become invisible to the very type of clients that you want to attract. So here's what happened. There was a guy who was Who heard from some mentor that he follows about podcasts guessing. So he went and Google searched podcast guesting, and he popped up on a podcast booking service. And he saw my colleague Jim's testimonial. So he's like, let me check this guy pops over my interview was the first one up, he listened to that interview, immediately went to my list, and opted into every flippin thing I have finished my podcast for three days straight, and booked a consultation. And within 24 hours of that consultation had invested over $10,000 to work with me. Wow, that is why we do what we do with the podcasts. So you don't even have to have a podcast for this to work. You can have other types of content, the podcast is a nice extra for them to build that rapport with. Yeah, but I have so many examples of this works. I just want you as you're listening in to have some excitement and some inspiration. When you really design the system properly. What happens is, you are building breadcrumbs for these these amazing clients who are out there with a problem to come find you. But if you're not visible repeatedly in the right places, they can't find you.

Kathryn Thompson  36:19

Yeah, and I love that you talk about the fact that you know, you, you were on that podcast five different times you were on podcasts like you pitched a podcast two years ago, and you're getting people from it, because I often hear from my audience, too, is like we live in this world of instant gratification. Like, I'm going to post my reel. And I'm going to get all these views and comments. And I'm going to like have people just buying all my stuff. And it doesn't work that way, like every breadcrumb that you're, you know, putting out there, see that you're planning with the podcast shows that you're on or however you're marketing your business, is just constantly creating that I call it an ecosystem of people being able to see you find you and all of that. And obviously, if you're, you have impostor syndrome, some people don't even want to go on podcast because they don't. They're like, Oh, what if I stumbled on my words? Or I don't know what to say, or all of those sorts of things. And you help your clients so beautifully overcome that right? Where do you feel like the world or the markets going in the online space? Because we're seeing so many trends with Instagram reels, tick tock clubhouse, all these things pop up? Do you feel like more and more people are going to get into the podcasting game, but also get start using podcasting as an opportunity to get visible and boost sales?

Melanie Benson  37:39

So I will fully own the I don't believe I'm a future caster, like I don't know, coming to be honest with you. Like I am not a trend follower. I like to be a trend developer like I'm a trend optimizer love it. optimizers a better word than developer. And I like to figure out what's relevant right now. And how do I optimize that to work for me if it's in alignment, so you and I have had this conversation? You are not going to find me dancing on reels. There's one exception, there is a nice pot 90s trending tune on Instagram right now. And I watched it and I'm like, I could do that one. No, I don't dance on real now. But it's really catchy. I love that song. Nope, not doing it. Like, I This is so not my brand. It's not me. It's not my energy. I love to dance, but I don't need to put it on a video for the world to see. And honestly, I don't think those are my clients either. I don't think my clients are going to, you know, catch up with me on Instagram reels. My clients are busy, ambitious, full entrepreneurs who have an expertise that they want to amplify the reach up. And if I can help them, leverage their message, and do a good job of getting that message to become a magnet. That's what works. Now, I will say I do think there is one trend that's emerging. And you and I talked about this. I think we're going to see a massive recalibration of people who are a little more sophisticated in their work, rebuking all of this trending stuff. And going back to how do I find the most authentic, expansive version of me that's attractive to my ideal audience, and to simplify all of the moving parts and all the noise and come back to this is who I am, and this is what I do being open to something that may be emerging, but like really claiming, like, I'm not going to do everything. I'm going to do these three to five things that are very powerful for me

Kathryn Thompson  40:00

Yeah, I love that. And I know we're so in alignment with that, right? It's that whole essence of doing the things that are in full alignment of you and have the fullest expression of who you are. And so if that's podcasting, and you know, writing or something like that, then great. But the other thing I think, too, is, you know, not doing everything right is picking the simplification, picking three to five things and doing them really well. I also think because I, you know, you see people jump on the trends. I know when clubhouse launched, it was like, everyone was heading over to clubhouse. And I just remember thinking, I didn't have an Android, so I could even get on it. And everyone kept asking me, Are you on clubhouse? And like, what do you think about Clubhouse? I'm like, I'm an Android user. I can't get on it. And then finally, when they opened it up to Android, I think the hype had fallen off. And I went on for a second, I had no idea. And I was like, I'm not learning a new platform, like, I already am on Facebook and Instagram and LinkedIn. And yeah, I was just like, I'm not learning a new one. So I love that simplification. And I think it's a really beautiful way to scale your business, right? It's like, the more simple you can make it to avoid that, that burnout. So I know, we covered a lot here today. And I'm so excited for our listeners to tune in. Do you feel like we've covered everything? Was there anything else you'd like to add? Before we wrap up?

Melanie Benson  41:21

Oh, you open that up? A whole new tangent, right? Yes, I there is a lot that we could talk about. And I think, you know, we're talking about the simplification at this point. I really believe in every fiber of my being having having mentored entrepreneurs for 22 years now that when you find something that is expansive, and exciting for you, even if it's a little terrifying, lean into it, like taking a bold action and saying, You know what, I know I can reach so many more people, if I'm on more stages with my message. And I can share a little bit about what I do, I can start to attract people that don't see me in my everyday marketing activities. Do it. Like if you don't know how to do it, like, learn how to do it, like I have a program. You know, Katherine's got a great copy and marketing strategy that she teaches, like, get someone to guide you to make it work for you. And, you know, Catherine, I'm happy to share a resource if you want me to, but I really feel like, don't try to do it all. But do the thing that's gonna get you in front of your ideal audience.

Kathryn Thompson  42:37

Yeah, I would love for you to share a resource with our listeners. And I know like you, like you said, you've got a system, this dialed in system, where you really help people leverage other people's audiences. And get on those podcasts get like booking worthy. And so we're going to also link that up. So if you're wanting to connect with Melanie, check that program out. Because like I said, I feel like this is such an untapped strategy that a lot of people aren't utilizing to the best of their, they might be getting on podcast, but they're not really seeing the ROI of their efforts in that. And so I know that your program really helps them not only get seen and visible, but make sure that the effort they're putting in is like giving them a return on that effort. So we're gonna link those up in the show notes. Where can people find you if they want to connect with you? I know you have a podcast, you've got programs, all of that you're on social. Yeah,

Melanie Benson  43:28

yeah. Well, I'm on all the socials. Happy to, I think you'll link those up as well. But yeah, so first of all, I think, start with learning how to be a great guest on other people's platforms. So it could be podcasts could be online shows virtual summits, really, the energy is the same. I love podcasts because you're you can actually leverage those all day long every day, they literally become a 24/7 lead magnet for you. If you go to Melanie benson.com forward slash sought after just like the name of the show sought after all one altogether. What you will get is access to a very valuable checklist I developed called the 17 mistakes that guests experts make that cost them the lead in the client. And what I did is I looked at over my at the time I did this probably like six years of being a guest and another 10 years before that interviewing people on old school teleseminars love it. I really saw a trend on what people did that really made them a magnet and what people did that made them boring and disconnected and they were like this thing isn't working for me. And I captured all of those and I share with those 17 Mistakes are and then how to do it better so that you can really leverage the shows every hour you invest or half hour you invest in being on the shows. I want you to get the best results possible, because your time is valuable. So, I'd love for you to start with that as a great primer. You can download the checklist and keep it handy so every time you're gonna get on a show you can do a quick review and go okay, got it. Got it. Got it. And if you know like you said, Katherine, if you're interested in learning about guests expert system, Katherine link that up in the show notes where Yeah,

Kathryn Thompson  45:16

yeah, brilliant. Well, I'm so excited for this episode to drop in for our listeners to get a listen and get their hands on that checklist. Because yes, we want to help you avoid the mistakes that so many people make when guesting on podcasting so that you can really maximize your time which is what we all want. So it's been such a pleasure to have you on and like I said, I can't wait for listeners to hear this.

Melanie Benson  45:39

Thank you. Thank you for having me, Catherine and I'm looking forward to connecting with the sought after entrepreneurs in our community. Love it, love it.

Kathryn Thompson  00:00

Okay, if your mind is absolutely blown and you're like I so need to get my hands on this untapped strategy, Catherine and really learn how to leverage other people's podcast audiences to drive hot new leads into your business to attract high ticket clients without breaking the bank and spending hours on social media churning out content that requires a lot of effort, but doesn't really give you the financial return that even compares to the effort that you're putting out, I have a really unique opportunity that I want to share with you. On June 21, Melanie is delivering a free private training inside my elevate business accelerator, where she's going to pull back the curtain on the guest expert system that she's created her proprietary system that helps her clients add multiple six figures to their business, and really drive high ticket clients into their business. And she's going to be sharing with my women how to do this to create consistent 12k months. So if you're a coach, consultant, or service provider, and you're not really loving the strategies you're employing, they're not really delivering the return on investment that you're employing, or you're just tired of trying to fit yourself into a marketing and sales box that doesn't really allow you to be the fullest expression of who you are. That's essentially what elevate business accelerator is for. It's an experience where you and I get to co create your business, right with 20 years of experience in marketing and sales running multiple businesses. I've tried pretty much all the strategies, I've done the launching, I've run a brick and mortar, I've been a consultant for larger businesses. Like I said, I've tried all the strategies and from a bird's eye view, I'm able to take a look at your business and intuitively know what your unique expression is. So that I can help you create very simplified and streamlined marketing and sales strategies that allow you to build a business that's drives predictable sales into your business, but also is sustainable, something that you can scale over time, so that you can also enjoy the life outside of business. If this sounds like you, and you're like oh my god, I'm so done with like exhausting launch roller coasters. And I'm really done with programs and courses that forced me to fit myself into some box predetermined box that doesn't work. And I've tried course after course, and nothing seems to work, I'd love for you to apply around this podcast in the show notes, there is a link to apply for the Elevate business accelerator. Because one, I would love to be able to support you on creating, like I said, a marketing and sales strategy that's really unique to you and your business. And that fits with you and CO create that with you. But if you do that now, you'll also get access to this free private training that's happening on June 21. If you're like I also really want to tap into this whole podcasting gig and really want to leverage other people's audiences, you'll have access to that live in the program. So please apply, we can connect, we can chat, we can see if it's a good fit for you. Now, on to next week's episode, y'all. I have one of the most unique guests coming on. Like I said, I told you I have a bunch of unique guests coming on over the next month or so. But this particular guest, by far is one of the most unique guests we've had on the show. And I was so honored to be connected with her in the DMS is the power of online business and being able to connect with people all over the world. But somebody who had taken my quiz had recommended that I connect with Tracy Goodwin, who is our next guest. Because our message and what we were talking about, and the mission we're trying to fulfill was relatable. And what we were doing was like in resonance with each other. And so I had the opportunity to jump on a quick zoom call with her to connect and just to chat and to learn about her. And instantly I was like oh my god, I have to have you on the podcast and I have to have you after Melanie's because it goes hand in hand. Tracy Goodwin is the owner of captivate the room and creator of psychology of the voice has transformed 1000s of lives around the world. She has this unique approach coupled with her laser sharp intuitive hearing, she's able to like unravel, limiting voice of barriers and find real voice. That's the sound of your soul like it is honestly the most unique gift right? She can hear when you talk so she would be able to hear as I'm speaking right now and unravel any of the limiting voice barriers that we have and just from our short conversation that we had like she calls them voice masks and she's going to dive into this on the show but she calls them voice masks and we all have them and it's a way in which we communicate similar to how we might show up right how we might be that sought after entrepreneur how are we showing up? Are we being the You know, most authentic expression of who we are? Well, she taps really into the voice and she could hear it right. So from what she hears, she can tell right away, where we might be hiding, what masks we might have on why we might be speaking a certain way. It's so in alignment with what I talk about on this show, right? It's like a lot of the energetics behind who you're being, but the subtleties and the nuances in your voice, the non you know, the body language, right? The tone of your voice, how fast you might speak, how slow you might speak, she's able to uncover this, and I absolutely cannot wait for her to be on the show next week. Honestly, subscribe so you don't miss it. Because, like I said, it's one of the most unique gifts I've ever heard. And she's helped, like I said, 1000s of lives around the globe, like stripped back the masks that we have in our voice. And it goes so hand in hand with this episode today, right? If if you're wanting to be a podcast guest and you're wanting to show up on podcast, and you're wanting to use your voice, to really connect with your audience, Tracy is going to show you and share with you how you can unravel those limiting voice barriers and really find the real voice behind who you are and what you're about and express it so it's the sound of your soul coming out versus the limiting beliefs and the masks that we all have. We all have them so I cannot wait for her to be on the show. Like I said subscribe so you do not miss it. Cheers.