Live workshop: Turn content into customers and clients

00:00 welcome to this episode of our community workshops.

00:03 And ~ we are going to be talking today about how to turn your content into clients,

00:10 what we're gonna be really covering is kind of for any creator who wants to drive, use their content to drive leads to their business.

00:18 real practical actionable steps that you can use.

00:22 So be able to walk away today with a real plan for what you can either be doing more of, be doing better, be doing it all. So that's really what we want to impart on you all today.

00:29 Thanks So for anyone who is new to our community workshops,

00:38 I'm just going to give a quick preamble that they really started because all of you in this community have interesting and important skills to share with each other.

00:48 And so this is all about skill sharing from one creator to another.

00:52 What's working for people, what's not, what have they learned along the way?

00:55 And so something that I hear from a lot of creators is I started this con this this channel or this podcast for my business, but maybe I'm not seeing the results that I want.

01:05 Or from other creators, I'm seeing that their podcast or their channel is one of the main drivers of business for them.

01:12 So I wanted to help close that gap and find out what are the people that are successful at it doing well.

01:19 And so then I spoke with Emylee and I thought that she'd be the perfect person to come on and talk with you today about some of the things that she

01:27 has done to help herself and clients ~ bring in more leads using their

01:33 content. So so Emylee, before we start, I'd love for you to introduce yourself to the community.

01:39 Yes. Hi everybody. Okay. Thank you so much for sharing about how you're wanting to use your podcast. It's really, really going to help this conversation. I'm really excited to dive in.

01:47 If we haven't met, my name's Emylee Williams.

01:49 I'm the founder of Sold Out Services and I have been in the service based industry, the online business world for over 15 years, which is bananas. ~ This is my third podcast.

01:59 The podcast I run right now is my third podcast.

02:01 So I'm also not new to the podcasting world and using it as You're also an overachiever.

02:06 Yeah, yeah, a little bit. Yeah, I've recorded over 1000 podcast episodes in my life, which is bananas to me, both solo episodes and interviews, ~ and have used it for well since 2016.

02:18 ~ As a conversion tool. ~ My first podcast actually started about a month before my daughter was born. I wanted to fund my mat leave.

02:27 And we were going through adoption and finally got placed and I was like, Holy moly. Okay. I want to take time off and be with this baby. And I, I want money to come in.

02:36 And so I quite literally started my podcast January 1st of 2017 and my daughter was born three days later.

02:42 And so I recorded a bunch of content and, and set it out and ended up, ~ it truly funded my mat leave and that

02:51 it was incredible. And so ever since then, I've been finding ways to make it continue working for me and for my clients.

02:57 Now my expertise is definitely in the one-on-one service based business realm. That's who I teach. That's who I help.

03:03 That's who I strategize with. But the conversations today, definitely you can apply no matter your industry.

03:08 At the end of the day, we're talking about conversions and selling and positioning yourself in a way that you can see a conversion no matter what that looks like for you.

03:17 I am one who loves selling and love selling by storytelling and loves to make selling feel like not selling, if that makes sense. And we're going to talk about what that looks like today.

03:27 And so we can definitely, you know, go over a couple of different topic ideas, depending on your guys's industries, if you want to keep dropping that in the chat, but I'm excited to get started.

03:36 And also I'm an open book. So truly, Yeah. truly no question is off limits.

03:40 If you want to ask anything, don't think it's too personal and too behind the scenes, put it in the chat and we'll see if we can get to it.

03:47 Perfect. I this is I'm so excited to get into get into it with you today.

03:51 And ~ I actually just even off the bat love the idea of like selling without selling because I think that a lot of the time people think when they're trying

03:59 to sell their services on their content, like, but I don't want my show to become this like like add for what I do in a way that feels very salesy and doesn't feel authentic

04:08 to how I'm talking. Like I you still want that kind of funnel to feel authentic. So I really I already I already really connect with what you're saying there. Absolutely.

04:17 So I know you have a lot to get to and I know that we're gonna have Yay. Yeah.

04:19 a lot of questions coming in. So ~ yeah, You ready? OK, great. Are you all ready? by all means, I'm passing you the mic. Yeah, I'm ready. Are you ready in the chat? Let us know.

04:27 Amazing. OK, so ~ cool podcast, guys. Where are your leads? Where are your clients? That's basically the conversation that we're going to have today.

04:36 I want to first kind of set the tone about where I'm coming out from the angle of this conversation.

04:42 ~ There's kind of two purposes of starting a podcast or pushing out content in general, no matter your platform.

04:48 If it's YouTube, if it's Instagram, a blog, your podcast, it doesn't matter.

04:51 And one is either as a business owner who's looking for leads and conversions to increase revenue, to increase impact,

04:59 to grow their client roster or customers or sales, right? And there's content for content sake in the sense of more of a media company.

05:07 Both are great. Both are wonderful.

05:09 I know some of you have like more interview based shows or you're doing storytelling and you're doing that for more of a visibility, not like PR, but media, right?

05:19 For the sake of media. Maybe you're doing that to land.

05:22 speaking opportunities or a book, or maybe you want to turn it into like a show on Netflix or,

05:27 you want to create a ~ production network within your own podcast and bring on other shows. I love that. And if that is your strategy,

05:35 I'm sure there's some things you can absolutely take away from today, but specifically today, the angle of the conversation is for actual paying clients

05:43 in your business or a business that you work for and that you help create content for that hopefully leads to leads and conversions. Okay. So.

05:52 Right now you could be sitting here with a podcast that you've been pushing out content and you like it and you're getting great engagement.

05:58 Maybe you're getting questions or comments on your show or people telling you how much they love to listen, but you're not able to actually see if any of that is converting.

06:06 Maybe you're getting some leads.

06:08 Maybe you have an opt-in that you're sharing on your podcast, but it isn't going anywhere. And you're wanting to try to bridge that

06:14 gap between content and content that actually converts either into a lead or into a paying client. And so.

06:21 That's the conversation we're going to have today for a little bit of expertise. So you kind of know where I'm coming from.

06:26 Not only is this my third podcast, but I did the math earlier today.

06:31 while podcasting sometimes is a little difficult to really, really make sure and track a conversion, right? You're, you're speaking and they have to go click into a link into your show notes or your blog post or remember the link.

06:43 And sometimes there's a little bit of discrepancy between that. But I always ask my clients, where do they first hear about me?

06:49 And if they specifically mark down my podcast, I make sure to bring that up in our kickoff call or a sales call.

06:55 And I ask them, which episode made you want to reach out or made you want to enroll or sign up for this thing?

07:02 Because I like that data. And I like to know what in my content is actually working. And so was looking at my numbers today.

07:10 And just in the past year, because my podcast is my third podcast, is still relatively new. I started it last September. And so it's been less than a year.

07:18 And I've been able to trace over $60,000 in closed revenue with one-on-one

07:24 consulting and done with you services from my podcast alone, just my most recent podcast. And so all of that to say,

07:33 it is possible. Just start asking people the question so you can start to track those results. OK. But let's talk about the actual problem that I see happening.

07:42 When a lot of people start podcasts or any form of content channel, you're wanting to, you have a lot to say and you're wanting to share

07:49 and you're wanting to share your expertise and your authority and educate and storytell no matter what that motivation is of yapping,

07:57 right? And, oversharing and talking and, and just being able to share what you have learned and put it into a podcast or put it into a content stream.

08:07 is something that a lot of us just we like to do and it sounds fun.

08:11 And so we started not really knowing where is this actually going to play in our prospect journey or in our content ecosystem.

08:17 And I always say at the end of the day that awareness alone is not a business strategy. Awareness with driving to either lead generation

08:27 or direct conversions is the thing where you can actually make sure that content is working for you. Because we all know that it takes time and it takes money to

08:36 run a podcast, you're scripting or recording, you're editing, you sometimes have a team that helps you with those things.

08:43 You're spending sometimes hours and hours on a single episode.

08:47 And I, as a business owner and as a solo business owner, I have a very small team. It's just me and two part-time VAs.

08:53 I want to make sure that every single thing that I'm doing as the founder is driving towards some ROI. And for me,

09:00 my podcast has proven to be an ROI of actual cash, actual dollars. And so I'm going to be really intentional about that.

09:06 And so if you are creating content and you're doing it consistently, like what everyone says, and you're showing up and you're providing value

09:14 and people are listening, you're seeing the downloads, you're seeing the follows, you're seeing the engagement, but nobody's buying or nobody's signing up,

09:21 then the wrong people might be listening or you're not actually asking them to take the action that you want.

09:28 You're not giving them the opportunity for them to do something with your content. They're saying, thank you so much.

09:33 This was amazing. And they're not doing anything because when we haven't told them to do anything. And so let's figure out how we can do that in a way that feels nice in a way that feels in the way that you want to show up and sell in your business.

09:45 So I have a framework called the authority anchor.

09:47 And basically what this means is what is the thing that you want to be known for the Hill that you want to die on the stance that you take, the belief that you have.

09:58 Who do you want to help so passionately and with what?

10:02 And before we can kind of create this content strategy, if we identify the positioning of that content,

10:08 it can quite literally tell us everything about how we need to talk in our content and in our podcast.

10:15 And I'm going to show you some examples here in a second.

10:17 But for now, I want to break down the components of the authority anchor and truly show you how impactful identifying this is going to be when it comes to

10:27 Not only, mean, how many of you have sat down and hit record and you're, don't know what to say today. I feel like I've said the same thing 10,000 times and I don't know how to make it different.

10:36 I don't know how to address this concern or I feel kind of bored of my content.

10:40 I've certainly, I mean, over a thousand episodes, I've certainly sat behind the mic and been like, I have said the same things 10,000 times and I don't know a new way to do it.

10:48 And I feel really overwhelmed of feeling like I have to reinvent the wheel. And this to me has been a really great anchor in me figuring out what I want to say.

10:58 So the five components of an authority anchor is, who do you want to help? And we're going to talk about who that needs to be here in just a couple of slides.

11:05 What you actually do, how, as in the methodology, the unique way that you show up and do it,

11:12 without, as in, what is the thing that your ideal person doesn't want to do in order to get the result that you're after?

11:19 And why now? What is the urgency?

11:22 Why does someone need to take action today, this week, this month, this year, this quarter? Why right now? And so a talking point, this comes into truly everything.

11:33 We're talking about podcast scripting today or podcast conversations today.

11:36 But when we work on your authority anchor together, this impacts your bio on social media, your hero copy on your website, your positioning when you introduce yourself at networking events.

11:48 your intro of your podcast and how you talk about yourself, everything is impacted by your authority anchor.

11:57 And ultimately, I want every single piece of content that you put out there reinforcing all five components of your authority anchor in one way or the other. All right?

12:07 OK, so we already have some people sharing in the chat.

12:10 So Lynn says, I help people get started online by giving them solutions to their problems. Love that. I want to dig in even more. Who are the people?

12:18 Get started where online, give them solutions like what or without and what

12:23 are the problems? I want you to specifically call out each of those aspects of the people that you know that you can help.

12:31 Okay, so here's an example, right?

12:34 So when we talk about authority anchor and we talk about really, you know, all of my clients start really, really broad, right? I help business owners scale.

12:43 I help you create more revenue. I help you with your content. whatever it is. Okay, great. I help business owners scale.

12:51 Scale what? A prized winning zucchini at the farmer's market?

12:55 What are we scaling? Right? That could literally be talking about anyone who wants to scale anything. And so I want you to start to work and I get way more specific.

13:06 So unless you are truly helping people scale it, prize winning zucchini, which I want to hear you say that in your authority anchor, then we need to dial it in, Because people are going to make their own assumptions.

13:17 And instead of them making their assumptions, we want to tell them exactly who you are, who you help, why, why now, and what, and without, right? So a version of this is,

13:25 well, and this is a version of my authority anchor, right? I helped booked out service providers.

13:31 So service providers that are booked out, that tells you a qualifying metric of those service providers, I help them increase their capacity and their revenue through,

13:41 so this is the how, productized service design without, so this is the thing that they don't want to do, creating a course membership or low ticket offer,

13:50 right? Right now I don't have a little bit of urgency in there, but if I were to say this statement, Truly this week, doors are open to my program.

13:58 And so I would say, oh, and you need to book a sales call with me or decide to enroll before this specific date because the price is going up.

14:05 It's that simple. OK, and I want to show you, and I've underlined a couple of specific elements here,

14:12 because when you have an authority anchor that is dialed in to those five components, your content quite literally can write itself.

14:20 So take a look at the highlighted portions of this statement. I helped booked out service providers. I could record an entire series on what does it mean to be booked out?

14:29 What are the problems that people face when they're booked out? What are the opportunities of being booked out? What are the mistakes that people make once they're booked out?

14:36 And there's an entire plot, like content pillar there of just that piece of my authority anchor. I could talk about capacity.

14:44 Well, what does capacity mean? What's the formula of figuring out what is your capacity? How do you know when you're over capacity?

14:49 What are the signs of that? What are the consequences of not fixing your capacity?

14:55 Right? Of revenue, we could talk about service providers and the myth that one-on-one service work isn't scalable and how much revenue is possible for service providers.

15:04 What does revenue look like when you're a microagency or a solopreneur? Right? Productized service design. What the heck does productized mean?

15:12 And again, what are the features of that? What are the steps of that? What's the methodology of that?

15:17 Why is it important? And there's a whole content stream I could talk about of my without angle.

15:23 I could talk about why creating a course is absolutely a mistake if you're a service provider and you want to scale.

15:28 The math of a membership and talking about churn and retention, because those are pieces of the math that they don't pay attention to if they want to launch that offer.

15:37 The math behind launching a low ticket offer versus a high ticket service.

15:41 Do you see how when you have these elements, you can highlight those specific portions of your authority anchor statement,

15:47 and I could quite literally write your content for the next probably five years talking about. your authority anchor alone. OK?

15:56 All right, Brian's here. help career-driven family men over 40 love the clarifying, lose 20 plus pounds in 100 days.

16:03 Love it. That's also urgency too.

16:05 Through eating the right foods they enjoy with exercise they can fit into their day without restrictive diets and long hours in the gym.

16:12 Love it. I love it. OK. Keep putting them in. OK, I love this. All right. So I have another framework called the buyer bridge.

16:22 framework. And basically what that does is once we have your authority anchor and we have those five pieces that are covered, now we're fitting into the five pillars of neuro-backed,

16:32 psychology-driven reasons of why people buy, right? Not all five pillars are going to resonate with your ideal audience,

16:39 but I love to collect the data and I love to do all five and just flood my content with as many pillars as I can in a way that feels sustainable, right?

16:48 so that I can understand, what are the driving factors that make my ideal client move forward? And definitely do your research.

16:56 I did not come up with these five pillars.

16:58 These are tried to true research tested, all of the things. And so definitely research these, screenshot this slide or watch this recording,

17:06 because there's so many kind of micro subcontent that can happen after you identify your authority anchor.

17:14 And so we could take all of the pillars I just talked about.

17:17 and all of the ideas that I brainstormed in this slide, right, of all of those highlighted portions, and I could run pillar one, booked out, through every single one of these pillars.

17:26 Okay, well, how do I talk about being booked out in a way that amplifies the desire?

17:31 Well, I could talk to them about how does it feel to grow revenue without feeling booked out. I could talk to them about how it feels to not have a wait list that is nine months long and you can't.

17:43 you know, get people in faster.

17:45 If you productize your service, you won't have to deal with that. Right. I amplify the desire that they want.

17:50 I could talk to them about how it feels to be a scaling service provider and to be a multi six figure service provider,

17:58 to be someone who takes time to take my kiddo to camp and I have summers off and whatever. Right. What is the identity that your people want to feel that's relevant from your authority anchor into your content pillars.

18:12 stakes and slippage. What does it look like to stay where you're at and not move forward? ~ credibility, talking to them about the proof,

18:20 right? It's why I shared with you the conversions that I've seen in my own podcast, not because I teach people specifically how to do this on podcasting,

18:28 but because when you identify your authority anchor, quite literally everything can change.

18:32 ~ the contrarian truth. So like when I talked about how you can scale a service business without creating a course without going one to many, without scaling into an agency.

18:42 Most people think the only way to grow your service business is to do those things. And I know differently. So I talk about that.

18:48 So again, it's content on content on content, but these aren't just for ideas of content, right? Although we could talk about all day long,

18:56 these are very specifically tied back to the person that you are calling in, right? And that is what I call your level 10 client.

19:05 And this I feel like is the outside of not having an authority anchor.

19:09 This is the biggest missed opportunity that podcasts host are sitting on in my opinion.

19:15 So you've probably heard the phrase ideal client avatar or ideal client or dreamy client, right? Some version of that in your industry people have talked

19:25 about before. And I'm sure there's exercises that you've done and competitor research and you know, how old are they and where do they live and what are they eating and where

19:33 do they shop? And while those exercises have a time and a place in your brand and in your positioning, What I want to introduce is the spectrum of level 10 clients.

19:42 And what happens is, if you can kind of visualize a spectrum from zero to 10, and the clients that you work with fall somewhere on that spectrum.

19:51 And you've probably worked with people at nearly every level, right? Level 10, a level zero.

19:57 And I want you to think in your industry, and I'll give you the example for mine just so you can kind of start to see what I mean, ~ of who sits at that level, right? So.

20:06 A level zero level one, a level two in my world would be someone who maybe hasn't sold a single service, but they want to. Maybe they haven't even left their job yet,

20:16 but they have the idea of starting a freelancing business or a service based business and they want to go out on their own. Maybe they're brand new to their skills.

20:24 So while they have a business, maybe they're in year one as a photographer or year one as a copywriter and they don't have those reps built in yet.

20:32 They're still learning. They're a sponge. They take in a lot of information.

20:36 They also probably have a low budget because they're not seeing consistent revenue in sales. Like I said, maybe they have that full-time job or they're raising family

20:44 full-time and they don't have enough time in their business to dedicate to scaling it, right? Because there's nothing to scale yet.

20:50 And then we move up on the spectrum a little bit and we can talk about fives and sixes and sevens. These are people who maybe are getting clients,

20:57 but not consistently. They don't really have a niche yet because they're saying yes to everything. But they're in it. They're running a business.

21:04 They're doing it. If they don't change anything, they're probably going to end up burnt out.

21:08 They're probably going to never really scale because there's nothing that they've identified that they're really good at. They haven't really found their niche or how they like serving people.

21:17 Maybe they're doing services and courses and content and a part-time job over here. And they're just trying to figure out what's next.

21:24 Then we move up that scale to what I call level 10 clients, the cream of the crop of that level.

21:32 And these are people who are booked out. Like I call that in my authority anchor. They want to scale their service business.

21:38 So there's some people who don't, they're problem aware, solution aware, right? And they don't want to do it with courses or an agency or a membership.

21:48 And they want to figure out how they can just optimize what they currently have.

21:52 And if I'm over here saying, Hey, if you're already bringing in X revenue, you're in business this long, you have these problems.

21:59 I'm calling out those level 10 clients.

22:01 The mistake that is made is that most people create content around level five, six, and sevens because, quite frankly, it's the easiest. You can come up with 1,000 ideas.

22:11 You're educating. You're teaching. You feel really good about yourself because you feel like you're impacting.

22:16 And you are. You're just potentially impacting people who aren't ready to buy from you. And that is the line in the sand that I want you to really start to pay attention to.

22:27 Because when we speak to level six, sevens, eights, we attract six, sevens and eights. There's no problem with that.

22:33 Right. But if we find ourselves feeling frustrated about the level of clients that we're working with or, these people just don't quite have the budget to work with me or,

22:41 okay, they decided to work with me, but man, they're, they're really picky or they need a lot of handholding or they don't communicate well.

22:47 Right. We've all worked with someone like that and we've kind of had to do our own self reflection of like, okay, how did this client come into my world?

22:53 What did I do wrong here that I need to adjust?

22:57 And it could quite literally be the type of person that you're talking to in your content. Because when we speak to level 10 clients, we attract level 10 clients, but we also attract level seven,

23:07 eights, nines, who see themselves as a 10 and who are willing to put in the work and the time and the investment and the strategy to get themselves there.

23:17 When we speak to six, sevens and eights, those level 10 see that messaging and they're like, Oh, they're not for me. Oh, they're not talking to me.

23:24 I'm going to just going to move on to the next person.

23:26 And when I tell you that there's less and less and less competition, the further you move up that spectrum,

23:33 you could truly be one of one if you can nail this positioning and your level 10 client might change over the years.

23:41 My level 10 client from 15 years ago is absolutely different than the person that is today because I've grown and I've scaled and I've learned more and gotten different results and more experience.

23:52 And I just want you to keep a pulse on that. Okay.

23:56 So a level 10 client hears a specific named problem, a result, a methodology, and the price,

24:04 the solution, and it connects to where they're at right now and where they want to go. All right?

24:12 Okay, so I want to give you some examples so you can kind of see how we're going to use the same offer, but we're going to talk about different levels of clients.

24:20 So you can kind of see how this might actually translate into content.

24:24 So let's say you're a Facebook ad strategist and you have a podcast where you talk about Facebook ad strategy, right? And you're trying to fill your done with you program.

24:33 Here's how that conversation shifts depending on the level of client you're wanting to call in. So level one to three, remember these are low budget people.

24:41 They might not even be problem aware. They're definitely not solution aware.

24:44 But that type of content that's calling out and speaking to those people is Facebook ads can help you grow your business and reach more of the right people.

24:52 That's letting them know that Facebook ads, a strategy, does this thing and it can have this result. ~ they might be learning that for the first time.

25:01 It's education first. They're not necessarily ready to move to buying.

25:06 If we move that up the spectrum into level four through eight, they know they need ads, right? But they haven't committed to learning them.

25:13 So if you've been thinking about running ads, but you don't know where to start, this program walks you through everything step by step.

25:19 This right here is the position that 99 % of my clients come to me with.

25:24 They go, if you're thinking about doing this thing, then this could be where you start.

25:28 And I'm going to walk you through it and handhold you and teach you and help you do all the things. What tends to happen at this level is that

25:36 You over deliver and you undercharge and people come to you as kind of like savior, right? And they, you got it.

25:44 Okay. Everyone can see me and see everything now.

25:46 Okay, great. ~ And so we, this is when you start to work with those clients who like you kind of resent and you're like, gosh, why are they asking all these questions?

25:55 Like I wish they would just make this decision or I wish they would just let me do this part. If you're feeling that frustration, it's because of the level of client that you're working with period.

26:04 If we move that up the spectrum to level 9 through 10, they have the money to spend. They probably have already ran some ads, right? So here's the call out here.

26:14 You're running campaigns, but your cost per lead keeps climbing.

26:17 You wouldn't use that language at a level 1 through 3, because those people don't know what a campaign is. They don't know what a cost per lead is.

26:25 And that's OK. We don't need to educate people who already know what the problem is if we're calling out level 10 clients. So you're running campaigns, but your cost per lead keeps climbing.

26:34 And you can't tell if it's the creative, the offer, or the targeting. This cohort is where we fix that.

26:40 This is the result you're going to get with your actual account and your actual numbers. This is quite literally content that I've workshopped

26:46 for my own clients inside of my program because I work with a Facebook ad strategist. And so I used her business as an example.

26:53 But do you see how the content shifts as you move through that spectrum of level 10 clients?

27:01 Okay, yeah, Lynn's resonating with those level four through eight clients.

27:04 I get it. Okay, so what is your next step, right? What's your one next step that you're asking your listeners to actually take?

27:14 So the podcast episode ends and now what?

27:17 You did it. You spent your time, your money, your creative energy on creating this content.

27:22 The rule is if you do not have data yet on your prospect journey, meaning everyone has a funnel,

27:30 right? What is yours? Does someone need to listen, and then they engage with you on social, and then you get them to opt into something, and then they go buy? Do they listen, and they can go direct to checkout?

27:40 What is your actual funnel, your prospect journey?

27:43 So if you don't have this data and you don't know, for example, I know that when someone listens to my show, if I direct them to my freebie,

27:52 which is about Authority Anchor, that I have a 22 % at this point, I need to update this stat, 22 % conversion rate of people who get my ~ authority anchor and then end up deciding to work with me in my cohort.

28:05 That's a pretty great conversion, right? And so I can do the math of that.

28:09 Well, how many people need to listen in order to click the opt-in in order to then enroll? And I can work backwards on it.

28:14 If you don't have that data, I want you to start closest to the buying source first.

28:21 Send them a link to book a call, like a sales call with you, or a link to buy, depending on what your offer is. Collect the data before you build the Nurture system.

28:30 All right? I only want you to add a freebie, a stopgap, a thing that is in between where they're listening and then buying if and when you know that it's going to do the heavy lifting.

28:44 When you're able to get the data of saying, yep, if I send them there, then this will happen. OK? So not every funnel looks the same.

28:52 All of you are going to have a variation of a sales call or a discovery call, a checkout page, an intake form, an application, a wait list, a quiz.

29:01 It doesn't matter. But until you have that data, don't make the prospect journey longer just to make it longer.

29:08 You're already nurturing them on your podcast. Let's get them closer to having a conversation with you or actually buying.

29:15 OK, so let's talk about how your authority anchor and those five pillars of the buyer bridge framework can help you with your podcast titles as well. Now, I'm definitely not a podcast title expert.

29:27 I'm sure there are people out here who are much better at this than I am and can definitely talk about this from an SEO or a search angle.

29:34 But I like to get really specific in my podcast titles that make them really

29:39 clickable. And I'm asking people to take time out of their day or their walk or their drive or their workout or cooking or whatever.

29:48 And listen.

29:49 to me. And so I want them to know that what they're clicking and what they're listening to is going to be worth their time.

29:54 So in the same sense that we look at those buyer bridge frameworks to create content, as in podcast episodes, we can do that for our titles as well.

30:03 So if we're calling out desire amplification, I have here, I know it's a little hard to see, but you can screenshot this and maybe zoom in later.

30:10 But the boring version of desire amplification is why Facebook ads are worth the investment in 2026.

30:17 OK, great. It's fine. Like, I might click that.

30:20 But what converts is $4,200 in ad spend, $31,000 in closed contracts. Here's what we ran.

30:27 Oh, I know I'm getting a really great breakdown. I love that result. That's sexy. That's enticing to me. How do they do it?

30:34 That is a desire of mine to get that result. So I'm going to click that. Right?

30:39 So for identity, and I won't go through all of these, but you can read through some of these. The boring version is Facebook advertising right for your business.

30:48 We are really talking to level zero through three right there, right? Do you see how we're posing a solution and a problem to someone

30:56 who might not even be aware? That just means we're going to spend a whole heck of a lot of time nurturing and educating them.

31:02 And it could be years before they're ready to work with you if you help them run Facebook campaigns, right? But what converts there is you're at 10 K months on referrals alone.

31:13 One campaign removes the ceiling.

31:15 Right? How sexy is that? These clients specifically for my Facebook ad strategist are coming to her saying, I make money just fine, but it's all on referrals and I want to expand.

31:25 I know ads can help me do that.

31:27 What's a result that you've done that makes it clickable for me to want to listen to that strategy? And if you're in this episode,

31:35 well, holy moly, a great call to action would be if you want to talk about how to make your campaign Soar past your 10K months, then book a call, or fill out this intake form, or get on the wait list.

31:47 They're so easy to connect the story, the result, the identity, the credibility to taking action on how to move further down your prospect journey.

32:01 So a couple others here, the credibility, just highlighting, again, results.

32:09 ~ Stakes and slippage here's a good one of like, instead of the cost of not running paid ads, it's every month you wait, your competitors are buying your audience's attention.

32:18 ~ that makes me want to take action right now, right? So what is your industry version of this?

32:25 And how can you run it through after you have your authority anchored these pillars to start to have more enticing titles?

32:31 So now let's talk about the call to action in your podcast, right? I want you to own the content.

32:39 That's your expertise. What you're saying in the meat of your episode, only you can bring to the table. I can help you position that, right?

32:48 And get people to actually click it and listen, and then get people to take action on the backend. And so this is how we do that.

32:54 So instead of, thanks for listening, see you next week. Or even like we're asking people to subscribe, like, comment, review. Those are all great things.

33:04 And that's going to definitely help the visibility of your podcast.

33:06 And if you're in a season of, I need more visibility, then maybe we focus on that. But if we're in a season of wanting to see leads and conversions, then let's plant the seed.

33:15 Let's give them the next step and let's actually make the ask.

33:19 So during the episode, and I, when I say during, I mean, say this five times, challenge yourself the next time you're scripting or you sit down to record five times throughout your episode.

33:31 I want you to tie back a point of what you're making to how someone can get that result by working with you.

33:38 Tie a point that you're making to a unique way that you work with your clients or customers. So if I'm talking about something that is a desire of

33:49 my clients or something they don't want to do, right? Throughout a conversation, naturally, in my story, I might say, well, and just so you guys know, that's exactly why I blank.

34:00 in my program of Sold Out Services And so you don't have to worry about stressing out about blank anymore. Move on to my next point in my conversation.

34:09 It's just a little seed that we're planting throughout the episode. But as a reminder, I can help you with this in this offer.

34:16 Right? So then either in the middle of the episode or at the end, we're actually giving a stronger call to action.

34:22 hey, don't forget to grab that authority anchor guide if you're still figuring out your positioning. You can find that over at drop the URL.

34:29 It's a simple share. I have a firm belief that selling is a service.

34:35 And if you are here with something that you're selling that you believe in wholeheartedly and the impact is magical and you care about changing

34:44 people's lives, then it is your actual duty to get people to know that it's available to buy. Right. And you do that by selling and you can definitely

34:54 do that authentically and through storytelling and Sometimes it feels uncomfy as you're flexing this muscle and getting in those reps.

35:01 And I promise you that reminding people the connection of how to work with you is a service. So then, of course, we're making the ask.

35:11 And this is the clearest, like, if you're already experiencing this undesirable thing and you want this desirable thing, then take the action. And remember what I said earlier.

35:23 We're going to shorten that journey, that prospect journey. We're not going to go ask them to listen to 17 more episodes.

35:29 We're going to ask them to go book a sales call or fill out a form or go buy the thing. Right? I want you to trust your listeners have done

35:38 the due diligence that they need to do so that every single episode, if you tell them to go take that very next step,

35:46 if they need to go listen to another episode before they do that, they're going to go do that. You don't need to go tell them to do that. OK? OK. So.

35:54 Last slide, and then we can dig into Q &A if you all want. I would love for you to grab your Authority Anchor. It's my freebie, right? And it converts really well.

36:02 You can snag it at soldoutservices.com slash authority. It's definitely for geared towards service providers.

36:08 But even if that's not you, if it's helpful for you, I love that. It's going to break down a couple of the tactics I use in order to identify my Authority Anchor statement.

36:18 Today, what we talked about is how you can use that across your content pillars.

36:22 across your titles, across your call to actions, and ultimately to increase those conversions of your prospects, your leads, and your actual clients and customers inside of your actual show.

36:32 So, whew, what questions do we have?

36:35 I know I just covered a lot. If you need me to go back to anything or go over more examples, please let me know.

36:45 That was r i really incredible.

36:48 I think that you covered so much and had so many really great actionable tips in here. So, ~ first of all, thank you so much for sharing all of that.

36:56 Yes. I know that I know that everyone in the community was writing in here. They were s they were sharing their own ~ authority anchors.

37:03 So I flagged a few of them in case for some of the QA that we wanted to go through and maybe talk about some of them. Yes, let's do it. I think it'd be cool to to unpack a few of them.

37:12 So yeah, getting a great response in the chat. But the the floor is open to all of you.

37:17 So in the chat, write to me, ~ write to us any questions that you have and we can go through them. So let me ~

37:27 OK, here's one. Javi says, do you use people invited or go alone on all episodes?

37:32 What do you think is better? As in, do I interview and have guests ~ on my show? Yeah.

37:37 OK, I do a mix of both. ~ I strongly recommend you ask your audience after you try both if it's enticing to you.

37:45 Personally, I like to have guests on for my own networking. I love meeting people. I like to get in front of other audiences.

37:52 But having guests on, for me has never been a huge visibility strategy or a reason.

37:58 My listeners say they prefer my solo episodes, but I'm also just really good at storytelling and content connections.

38:06 So it makes sense, but I still have Gaston for literal my own networking. And so it can serve multiple purposes for you.

38:14 That's so interesting because I feel like a lot of people have guests on because they also want to get in front of their audiences. So that's actually part of a growth strategy is to have those guests on.

38:22 But ~ it's interesting to hear that, you know, everybody, it's like it's about what your strengths are and what your audience wants and yeah. Exactly.

38:28 ~ somebody had asked, Jess had asked, Can you clarify again ~ if we need to have a clear CTA mention at the end of each episode or is it enough to have links in the show notes?

38:41 I definitely want you to have it in the show notes and I want you to talk about it five times in your episode. That is my challenge to you. It's not just one CTA at the end.

38:49 It's figuring out the muscle of tying it into the point that you're making right then and there and connecting it to if you're sharing a win,

38:58 if you're sharing an obstacle, if you're sharing a frustration, if you're sharing an aspect of your story.

39:02 And that's why I made sure that this element is in my offer, my product, my container, right? And you can learn more about that at blank.

39:11 And then you just move on. It's almost like an ad, but it's not an ad because you're just saying it in your conversation. And also that's something we didn't talk about today.

39:19 I have absolutely recorded 15 and 30 second ads for my own offers and put them on my own show. And they actually work pretty, pretty well.

39:27 Nice. I would also say even like just a casual mention of I like I I don't sell a service, but I'm saying that I was ~ if I'm on a call with somebody, I'll be like, and that the I hear that all the time in my community calls that I do.

39:39 But blah blah blah. Like it's not even it's it's not it it's just reminding people Exactly. that that's even an option for them to have.

39:46 I was on a client call talking about how to leverage people's Facebook Yes. ads the other day and this is what they told me and and it just reminds them that you even do it in the first place.

39:54 Yeah. Exactly. ~ so that was or can you Aliot asked

40:02 can you compare a bit more details about awareness strategy versus conversion strategy? Just wanna understand the differences a bit more.

40:09 Yeah. Yeah, so for me, so today what we basically talked about was a conversion strategy. I'm definitely not an awareness strategy expert.

40:16 My angle actually, like my whole thing is I don't need thousands of people listening or watching my show in order to get the conversions I need because I'm a high ticket service provider.

40:27 So I'm actually like the opposite of awareness.

40:29 Maybe there's a guest expert that's going to be coming up talking about awareness and visibility, but I am definitely the like small but mighty.

40:36 don't, don't, you know, Hold this against me. I don't actually look at my podcast analytics for listeners and downloads because that doesn't matter to me.

40:44 I look at the conversions for my lead magnet and I look at the form of my intake of how many people are referencing my podcast as how they got into my world or what made them decide to invest.

40:56 So then I mean this is my follow up question, sorry I'm budging the line for all of you, but then how are these people finding you? Is it through like they're already follow? So I do share about it on Instagram. Okay.

41:04 ~ I have an email list that I like creating content.

41:08 I am one of those people that like, I'm on threads, I'm on Instagram, I'm on podcast, I have a blog. Don't hold that against me. I love creating content.

41:16 No, you're you're among friends here. But I'm also a queen of repurposing that content.

41:21 So for me, every single idea starts at my podcast, every single one. I'm a verbal processor.

41:27 You like to talk. You guys can see that, right?

41:30 And so a show is really easy for me to just hit record and just start talking about something, right? Break down a client result, talk about an objection, whatever.

41:38 From that easily stems a reel, a carousel, an email to my list, an aspect on my sales page, a blog I want to dive deeper into, whatever. And so then I go do all of those things.

41:49 So it's just this like, I called a digital ecosystem, right? Of like, are you talking about your things and all of the places like to hit all of the people and then they just go listen.

42:00 So ~ we have speaking of listeners, we were talking about this. ~ we have a a question.

42:05 How many episodes or listens would you say we should have before implementing these ideas? I have less than a thousand listeners and seventeen episodes in my case.

42:14 Episode one, zero listeners, start implementing these ideas because it's a muscle that's flexed, right? You might not feel comfortable with it at first.

42:23 It might not land great at first.

42:25 You're going to get clarity on who your level 10 client is and what it truly means to be a level zero versus a five versus a 10, what your authority anchor is,

42:33 what those buyer bridge pillars are, the more that you do it. And I am someone who loves to like test in real time and tests just like I would be doing it for real.

42:42 And so why not flex that muscle?

42:44 even if like not that many people are listening or you don't have that many subscribers because by the time that you're good then more people are going to be around.

42:53 And then we have ~ one more question I'm gonna cover.

42:56 And then I really I wanna get into a few of these ~ into a few of these authority, authority act action what was the what was the term of it?

43:03 Action author authority anchor. Authority anchor. Yes.

43:06 ~ I wanna get into a few of them that people shared because I think it'd be really cool to give some real time feedback. definitely.

43:11 So ~ Jesset asks if is it tacky to follow up a few weeks after a guest episode airs and ask if they'd be willing to take a peek at the product, SAS in this case.

43:21 Tailored to a use case for them, too salesy or a good part of a greater strategy?

43:26 So personally, as a guest of many shows, I would rather this be a conversation at the beginning or the end of our interview instead, ~ because chances are we had a great conversation.

43:37 We connected. The vibe was right. And you'll be able to tell the vibe of that conversation.

43:41 We've all had those interviews where you're like, my gosh, I don't even know if I'm going to air this.

43:45 And some of them where you're like, my gosh, did we just become best friends? And so catch the vibe. But I would rather.

43:51 Personally, if I'm going to be kind of pitched to even do a demo, I want to hear that from you in this time that we're spending already together

43:58 to get connected. I think that if you're doing that already, a follow-up is absolutely fair and fine. ~ I'm also a big fan of just asking for consent as much as possible.

44:09 And so what I would do personally is in the end of the interview, would have that conversation and offer the demo.

44:15 And depending on their response, I would say, is it OK if I follow up with you in about a week to get you these details? Or is it OK that I email you to do XYZ and just get that yes, because then it's a little bit of buy in from them as well.

44:30 Awesome. So let's dive into some of these some of these statements over here, these anchors. Okay. ~ I want to start with Tara's.

44:39 Tara had written, I help musicians who are anxious joining Irish music sessions understand cultural norms and the unspoken rules of joining established sessions without disrupting the very thing they love so that they can truly belong.

44:53 OK, love. ~ First of all, some of our very best friends here in town are Irish dancers. And we go to their dance performances often.

45:04 And it is such a phenomenal community and space. So I feel like a little connection to your authority anchor.

45:11 ~ OK, so is there way for you to pop that back up on the screen so I can pick it apart?

45:16 I just I just put it back. Tara sent it again. ~ okay.

45:23 While Tara I love Irish musicians. Obviously, that calls out a specific ~ person that you're talking

45:30 about. I would be curious about, they new? They're new because they're coming into the community for the first time, right? So help musicians who are anxious joining.

45:37 Found it. So they're new, right? ~ Understanding cultural norms and the unspoken rules of joining established sessions.

45:47 I think I would find a way to condense that, cultural norms and established sessions, unspoken rules.

45:56 I like the unspoken rules phrase, without disrupting the very thing they love.

46:00 As in music or the community, I think I have some clarifying questions about the without portion.

46:07 One of the coolest things that you can do, and this is for Tara, for everyone listening, is go copy mine and copy stock your exact people.

46:15 So have you had any conversations with people? leading them into the offer that you do.

46:21 Because I also have questions about, how do you help them? Like, is it coaching?

46:25 Is it the role play strategy? Is it you introduce them to your own network and help them transition? I'd be really curious to see what that actually is.

46:35 ~ But what are the phrases that your specific level 10 clients are using?

46:41 Do they say they're anxious? Do they call themselves musicians? Do they say, my gosh, I just can't get past these unspoken rules?

46:49 What are the phrases that they are actually saying? And those are the words I would love to see you integrate into your statement.

46:56 Next we have Stacy. I build repeatable operation ~ S S O Ps and Content Systems, podcast, magazine, book, for podcast hosts.

47:07 So you can focus on relationships, your mission, getting back to what ~ gives you your energy.

47:13 OK, perfect. So this is a prime example of, and anyone else who has a similar one, this is going to apply to you.

47:18 If I were your coach or strategist, what I would ask you is specifically for the last part of that phrase, why does that matter? OK, so for podcast hosts,

47:27 so you can focus on relationships, why do they care about focusing on relationships? What's a result of them focusing on relationships and their mission?

47:35 Why? Who cares? For what? Right?

47:38 And I don't say this as in who cares, but like literally why? What is the impact of that? I like to think about this as the consequences of working with you.

47:46 What are the consequences that cause an effect of working with you and the opportunity of that impact, right? Getting back to what gives you energy.

47:57 For what? So they can spend more time with family?

47:59 So they can make more money? So they can, so what? And so really dig into, I'm that annoying strategist when we're on the call and I'm just like, okay, why? Why does anyone care?

48:09 For what? So what? So that what?

48:12 And ultimately, the more you ask yourself that, the further you're going to get to what I call the root reason that people actually care about. And right now, we're calling out a lot of reasons at the surface.

48:24 And I'd rather you call out one really impactfully.

48:28 Yeah, I I it's also it's something that I struggle with sometimes where like the the in the marketing it's the so that you can focus on what really matters.

48:36 And it's like it's just something that like it it connects but like it's doesn't Mm-hmm. connect as deeply as maybe something else could be.

48:43 And it's something that I kinda struggle with, but kinda the so what of that.

48:45 Exactly. Yeah. And So I talk about it often because my level 10 client ~ has, they tend to have kids, right?

48:54 And young kids. And so a lot of my thing is so that you can take summers off so that you can go to that extra PTA party and not worry about what your clients

49:04 are doing so that you don't have to be working nights and weekends while your kid's napping just so you can get that client deliverable out, right? That draws really the connection to the type of person that I'm talking to.

49:18 We also have another one from Ali, Ali, Ali. ~ I help engineering companies and heavy industries learn

49:26 how to use AI and adopt it properly to shave off one to two days of admin time from their staff.

49:33 OK, love the result of shaving one to two days off. I would lead with that. I help engineering companies shave.

49:41 And I don't know if shave off is the correct phrase, but save one to two days of admin time.

49:46 And is that actually money? Do they care about the time, but would they rather hear about the money saved?

49:51 And instead of one to two days, is it 20 % of their admin budget or OPEX budget? Could we get specific there when it comes to financials?

49:59 ~ To me, because I don't know engineering, I don't know if heavy industries is the right phrase to use, but maybe that's calling a very specific type of engineering company there.

50:09 I would also be really specific about learning how to use AI and adopt it in what? In project management?

50:18 I know you're talking admin, but specifically in what about admin? Because that's such a broad category.

50:24 And I don't want you to teach them how to use AI for everything. I want you to find the. Again, the hill that you're going to die on.

50:32 When engineering companies learn this specific thing from me about AI, they save 20 % in OPEX expenses.

50:39 Like, what is that bold statement? Love that. Okay. Yahweh has written,

50:47 I support people on their spiritual path to navigate the changes happening in their mugle lives without without having to suffer through it or feel like they I love it already.

50:57 are alone in their journey. OK, I love muggle lives. Immediately that connected. You're going to be talking to a very specific person.

51:04 I do think in the same sense, the conversation we're having earlier where it just doesn't connect enough is without having to suffer through it,

51:12 we're all suffering on some level, right? Or feel that they're alone in their journey. We've all kind of felt that in our own journey. So what is the?

51:20 very specific language that your people are using.

51:22 And you can copy mine this and copy stock it from if you're in communities and people are commenting their issues, their questions, their whatever.

51:30 Literally go read those comments and see what they're saying.

51:32 If you're having prospect calls or sales calls, record them and go through those transcripts and say, OK, when people are explaining what they were struggling with,

51:40 what words were they using? And that's where I want you to kind of start to pull in those phrases.

51:45 ~ another thing here, and this example doesn't do it as, as much as maybe some others, but just a caveat of lessons learned that

51:53 I have had over the last 15 years is be careful of the phrases that you do choose to use. So I want to give you this example of like really early

52:01 on in my career, I was talking to a friend who's a copywriter friend of mine, and I was just complaining about that.

52:07 Honestly, the type of clients I was working with, I feel like we've all been there, right? Or I'm like, these people are like, they're so complaining. They're so needy and they're so.

52:14 Like, they're just bringing up kind of this emotional baggage. I don't understand why they're bringing to it. I just want them to take action. If they do the action, they'll see the result. Like, why aren't they doing it?

52:22 And she lovingly was like, ~ the copy you wrote on your sales page is literally calling out those people. Go read it. And I went and reread my copy that I had written.

52:31 And it was like, are you burnt out, overwhelmed, wishing someone would just tell you what to do? Then you need to work with me in this container or whatever.

52:39 And she was like, well, no wonder you're getting people who are stressed out, can't make a decision and want you to handhold them and tell them what to do. You're that's who you're talking to.

52:46 And so I immediately shifted those phrases to be more confident and action oriented.

52:52 You still had the same problems, but you felt differently about it.

52:56 And so I want you to be mindful, everyone, to, to pay attention to who you're calling in of how you're describing how they feel, because that will directly correlate to the energy that they bring in working with you.

53:08 So instead of maybe without having to feel like they're alone, it could be like w with and feeling supported or something like that, Exactly, Finally supported by a community.

53:16 finding the community that gets them or that gets their brand of weird or yeah.

53:19 Can you with Can that be an example of like you're without without saying the word without? Like maybe you, yeah, that you don't have to include the word without. Absolutely.

53:28 You can kind of insinuate without feeling alone, with feeling but like teen, like kind of turning it into. Exactly. That's that's really interesting.

53:36 Very cool. Okay.

53:39 And then I'm gonna do one more and we will wrap this part of the session up.

53:46 ~ I help hard rock and metal bands, musicians, and music industry to professionals build stronger connections with their audience through authentic conversations,

53:55 behind the scenes stories, and strategic content, without relying on corporate media, gatekeepers, or expensive marketing campaigns so they can grow their visibility, strengthen their fan base, and keep the rock and metal community thriving.

54:09 Rock on.

54:09 Yes, I love so much about your statement, and it's really long. And so I would love to condense that.

54:15 I want to see it in like two short sentences max, one if you can. ~ I think that you can call out,

54:23 can you say hard rock and metal musicians and industry professionals, right? Or just industry professionals, because that covers musicians as well.

54:31 Build stronger connections with their audience. What does connections mean to them? What does that actually mean? A fan base?

54:40 groupies, like what does that mean?

54:41 ~ actually he had s sent he she I'm sorry, had sent ~ a follow up, so this one I think is is shorter. great. Okay, get seen, heard, and remembered.

54:48 Let me I help hard rock and metal bands give get seen, heard and remembered through authentic interviews, strategic content and fan focused storytelling without needing major label Okay.

54:58 ~ budgets or industry connections.

55:01 Love it. Love it. Love it. I could probably tweak it to death because that's just what I do. But I say run with this and start to highlight the areas that you feel like cover those components.

55:10 And if you can highlight, OK, hard rock and metal bands, that's who you're talking to, right? Get seen, heard, and remembered.

55:17 I want to see if that's the phrases that they are using.

55:20 Do they come to you and they're like, I just want to be seen, heard, and remembered? Or are they saying something else that's more very specific to those people?

55:28 Seeing, heard, and remembered, that could apply to any industry.

55:30 So I would love to hear it right, Breakthrough. Yeah.

55:33 exactly. ~ So kind of go do that and go highlight, OK, well, what are the pillars of content that I could create based on how I've outlined this?

55:42 I also wanna say that like this is just a not based on when I was reading out loud, one thing that I used to do when I was script writing is that like when you're

55:50 writing something, you don't realize like how it could sound long or something like that. Like you just you're you're writing.

55:57 And so I think that also, I mean, I'm just gonna tack on to what you were saying that I think that an important and interesting step in it can also be, okay, take this statement and then read it out loud to yourself.

56:08 Does it flow? Does it sound like I've okay, Exactly. I've been reading this for too long?

56:11 That kind of thing. I think that that's like always just really helpful when it comes to whatever content you're writing that you want to say like, hey, I'm Emylee and I, and then like say it like you would as you're shaking someone's hand or introducing yourself at a networking events.

56:24 And if that feels natural, then you've landed on something really good. Awesome. So with that, we're reaching the top of the hour.

56:32 So I just wanted to say, first of all, Emylee, thank you so much for ~ for being on this session. Yes.

56:40 I'm gonna hide this. Thank you so much for being on this session with us.

56:43 This is you've shared so many incredible gems and things that we can really take away. This is super actionable. So I really appreciate your time.

56:51 So thank you.

56:51 Yes, of course, thank you so much for having me. Yeah, of course. I mean, best decision ever.

56:57 And then ~ I also wanted to invite all of you, if you are not in it yet, ~ I am sending in the chat our community group.

57:08 ~ and that's where you can find upcoming events with all of us.

57:12 So if you're not part of the ~ community, you can join us there. It's ~ Conversation Creators by Riverside on Facebook.

57:20 And I also just want to tease that we are in the end of June right now, and in the coming weeks, stay tuned in the community on our social media channels,

57:28 because we have a ton of really, really exciting updates coming. And I can't wait to share some with you.

57:34 Like when I see some of them, I'm like, I can't wait to tell you about them. So ~ yes, stay tuned. Can't wait to tell you all about it. Yeah.

57:41 And I can't wait to see all all of this, all of this information really end up in your content.

57:47 So Tag us, tag me, tag Emylee. I want to see what you're creating based on what you heard today. So awesome. Thank you so much. Have a great rest of your day. Thank you guys, see you later.