Do you know the saying “Third time’s a charm?”. For us on 🎙The 4AM Report 🎙, it certainly is as Wendy Brookhouse, owner and founder of Black Star Wealth, joins us for the third time to talk about how a podcast can really establish you as a thought leader.
What keeps Wendy up at night is her BHAG (as Jim Collins calls it in Built to Last: Successful Habits of Visionary Companies). Her “Big Hairy Audacious Goal” to change a million lives by helping business owners relieve the stress and anxiety they feel around money so they can have more impact in the world. She spends her sleepless nights figuring out the answers to questions like: “How do I amplify? How do I build an audience and help change somebody’s life around money?”
We discuss how you have to be visible as a small business owner or founder. You have to be heard. People want to know who you are, what you stand for, they want to hear you speak. They buy into you and your personal brand as much as they do your business. This segues naturally into our favourite topic – podcasting, which is having its moment in the sun in 2021 (intentional rhyme 😊).
Podcasting takes networking to the next level
“Nearly everyone will come to the table for a chat on your podcast, big names, detail-oriented experts, introverts even and this just spawns a new way of making relationships in the absence of in-person events and fireside chats,” Susan shared. “We are extremely biased about the idea that podcasting is a great way to establish thought leadership.”
As a podcaster on multiple levels, Wendy tells us how her journey to podcasting began:
“The first time I ever did a podcast was with you, Susan, when we did that group of five of us, talking about concerns around business. I think we had a lawyer, a mindset coach, a business coach, a marketer, and me as the financial person in the group, and it took a lot of pressure off me. Yes, I had to be able to show up. And yes, I had to be engaged. But I didn’t have to do a whole lot of background work, because I am talking about stuff I already know.
Earlier this year, I fell into this opportunity where an existing audience of business owners was available for me to do my own podcasts. I’m trying to make them (her audience and fellow business owners) realize that numbers are their friends, they should hug them, they should pay attention to them. From the podcasting adventure, it’s been so interesting in terms of how people react, because now they’re like, ‘Oh, I really like your episode XYZ’, and you’re thinking, Oh, somebody listened. That’s so cool. And then, I’ve had people reach out and book appointments with me, because of something I said, or how I did something that really appealed to them. So, it really is helping amplify my message and getting my web out there a little bigger, so that I can touch more lives.”
On providing value that resonates
“The more value we can provide our clients, the more likely we are to achieve thought leader status. And it ripples because if I helped somebody do things, whether I sent them a podcast or whether I had a conversation with them, they’re more likely to talk about me, subscribe, listen more and tell more people about me.”
On this episode, you’ll learn:
- How to avoid some of the biggest pitfalls of podcasting (like not maximizing it and extracting those “nuggets of gold”).
- The biggest benefits of a podcast cohort (for more, listen to ‘introducing podcast cohorts’).
- Some tips on choosing your panel and the joys of collaboration and batch recording
- Why podcasting cohorts really help with that SEO juju
The 🕸Charlotte’s Web effect🕸
Wendy shares how the “Charlotte’s Web effect” of podcast cohorts helps you reach new audiences and why this is such an effective tool in a strategic marketing plan.
“How many books are there – and people still write books. You write a book, and then you promote the book. Well, if you had five co-authors, and they’re all promoting the book as well, you’re going to get more people reading the book.”
So, if you’re new to podcasting or just want to collaborate with other like-minded colleagues, podcasting is a great way to up your digital publishing, to up your thought leadership and expand your network, meet new people and have new conversations, especially if you’re stuck on your laptop for the next while. If you’re thinking about podcasting, a great way to go down that road would be to try it with a group, a panel, a cohort, or mastermind, and see if that works for you.
To learn more about Wendy or listen to her podcast, visit Black Star Wealth.
Want to chat more about your marketing concerns (or any of your content!)? Give us a shout at C+P Digital – we would love to help!
Plus, if you’re losing sleep over a particular marketing/business related problem or if you would like to suggest a guest on the 4AM Report, let us know.
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And as always, sweet dreams😴…well, hopefully!
