Unleashing The Power Of Community: Insights And Strategies With Shannon Procise

Join us for an exciting session with Shannon Procise of Business Acceleration Network, our coaching crasher, who guides us through the essential steps in community building. As a visionary leader, Shannon shares her expertise on amplifying your impact by harnessing the collective strength of communities. Whether you’re joining an existing network or forging your own path, you’ll gain valuable insights, strategies, and actionable tips to build a community that accelerates your business. Don’t miss this opportunity to connect, collaborate, and elevate your journey and foster a vibrant community around your brand. Join us to get valuable insights and actionable tips!

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Unleashing The Power Of Community: Insights And Strategies With Shannon Procise

In this episode, we’re going to talk about unleashing the power of community insights and strategies with Shannon Procise. Tracy, I think there’s no one better to introduce her than you. Would you do that, please?

Shannon has amazed me since the first day I met her. She is a powerhouse at getting people to show up to things and that is what we all want here and in our communities. We want our communities to interact, be energized, engage, connect, and do all of those wonderful things. I’m excited to have her here. She has the Business Acceleration Network, which we’re going to talk about in this episode, and she is a connection specialist.

She’s a highly regarded multi-faceted business executive with legendary training and coaching services and event planning, marketing, public relations, and networking skills all under her belt. She has done many different things with many amazing people who I’m not even going to list right now because I’m sure they’re going to come up. She has spent a decade building an internationally conscious business community, and that’s what I want you to tap into here.

She helps businesses grow to their full potential through knowledge sharing, marketing, and cooperative strategies, including many of our own clients within the Podetize community who work with her, who do her special joint venture partnerships, which we’re going to talk about as well. It’s how our partners as Shannon calls. She’s the co-author of the bestseller Law of Business Attraction: Secrets Of Cooperative Success, and she has the Business Acceleration Network. Shannon’s events are always much fun. You fill the room, whether it is live or virtual, and it has amazed me.

Thank you. It’s about partnering with people like you, finding those amazing people that you love to play with and collaborate with and we get to work together.

 

Feed Your Brand | Shannon Procise | Power Of Community

 

Keys To Creating Successful Events

Let’s start with that because I think that’s something that people think, “I have an event and they’ll just come.” It doesn’t work like that. What are some of the keys to getting that going, to getting an event that people will come to?

Since we’re talking about podcasts, we want to consider the podcast as an event so that your audience can go, “Let’s relate this. Each podcast is an event.” There are key aspects of marketing. Getting out there. It could whether it be press releases, public speaking, or networking, constantly letting people know where you’re at, but when we talk about partnerships and collaborating, it’s amazing how you can leverage events to get free press and to tap into other people’s resources to be able to reach the masses together.

For example, one of the things when we do our events or do something is I go, “Who do I want to play with? Who do I love sharing their message with the world? Who’s doing great work that I want to shout from the top of the rooftops that this is somebody you want to collaborate with?” I usually find a way of connecting with them and going, “What are you up to? How can we together use this event to showcase all of us? How can we create a win-win-win?”

I think that’s interesting because you come out of more of the publicity side of things and what you noticed if I’m not wrong about this, and I think I’m right about how this came about, but I want to know how this idea for the Business Acceleration Network, this is where it’s merged into, but it’s come through many forms. On the way, there was this idea that there’s a lot of publicity opportunity for relevant events that happen now that are timely and people don’t get to tap into them enough. That is something that’s happening, then there are other people who have communities and they’re not running events or doing the things that they should be. When we cooperate and leverage that publicity, we create a much more dynamic event.

It accelerates everything. Collaboration is an accelerator.

 

 

How Shannon’s Community Started

Let’s talk about how your community started because I think a lot of our audience out there is in that early stage. Tell us a little bit about how things got started a decade ago.

How I got started was I had this need in my own life to navigate my business and not feel alone. You’ve heard this thing, “You are who you surround yourself with.” I said, “I want to start surrounding myself with people who are better than me, people who are more skilled than me, people who have been there, done that, and that can help me shortcut what I am doing.” I ended up doing my first event and asked Bernie Dorman and another gentleman who’s been on Oprah, Ernest Chu, saying, “Will you come and speak?” These are people that I wanted to have in my community. I started identifying who I wanted to be with. Who do I want to play with? How do I want to collaborate?

That first event was a test. It was like, “Do I want to do this? Is this a viable idea?” When we did this first event, everybody left there feeling such deep connections and wanting more. It was like the testimonials. You think we give testimonials about the food or all of the benefits that they may have got, but everybody talked about the sense of feeling like they’re a part of a family and community. That was the catalyst to going, “I want to play with people where we have a shared vision of helping each other.”

There are many podcasters who have started their podcast initially because they want to be heard. A lot of them want to build a community, but not all. I see that there’s a good potential to segue from a podcast into a community, but people don’t know where to start. The idea of, “I’d love to have a membership community,” and be charging people a monthly membership fee.

Also, an event fee.

Feed Your Brand | Shannon Procise | Power Of Community
Power Of Community: One of the main reasons communities fail is when members lack clarity on what they offer and the results they hope to achieve.

 

Also, if you’re going to have a one-time event. The one-time events are certainly a part of this, but we have some podcasters who already have started a membership community from scratch and are using the podcast to raise awareness of it and get people into it. More people don’t do that. They start with the podcast first and then aspire to have a community. I don’t think they know where to begin. There are many different things to consider. I wonder what you would recommend. You’re saying, “Partnerships and cooperation are key.” I get that. Where do they begin? What would you recommend?

Building And Finding A Community

I’m going to talk about the elephant in the room. Some people don’t want to build a community. Let me talk about that. It’s okay to not want to build a community, but find a community that you can play in. We don’t have to go out and do the content and do all of those things but find one that you can align with that will feed you personally, professionally, and business-wise. I love your guys’ community as podcasters. It’s like, “We have a podcast community.” Find somewhere that works. If you’re getting started, I tap into other communities that want to cooperate. I’ve been a part of different incubators and accelerators in my area. We’ve been a part of the CEO space.

I love tapping into other communities to see how we can play and where there are gaps where we can share resources. You speak at mine, I speak at yours, and then start looking at that. I think communication is essential in the community. A lot of people think that communication is, “They get on my email list.” That’s called one to many. I know people have Facebook groups and things like that. Identifying an internal platform that you have control of the emails or the content. You don’t have to worry about one day Facebook going, “We’re going to turn you off.”

Identifying that platform where people can play and connect together. Getting started, ideally in other communities, seeing where you want to go, identifying what’s your mission and vision, being clear on that, what it is that you want to offer, and how you want to play together. Events are core to community and connecting. You guys bring your podcast community here and we get to watch you every week and we get to get questions answered. We feel supported by all that you do for us. You also want to look internally at what’s your time and what you want to contribute, make you first, and then start mapping that out.

It’s a great point that even though many podcasters may think, “I want to have my own event or want to create my own membership community,” maybe that’s a big leap from where they are. To start playing in other communities first if they are not already would be a good first step. I hear it from a lot of podcasts, which is why I ask the question. It is that they would like to have a membership community. It’s one of the many things people mention when they talk about monetizing a podcast, one of the things they could do to monetize a podcast. I don’t think they all understand what’s involved. I imagine you have to provide some unique value proposition to get people to join your own community rather than one of many other communities that already exist.

Communication is essential in community. Share on X

That’s the question that you need to get at next, Tom. If you think you want to play, you’ve done enough to explore, test it out, and say, “I think I do want to have this membership community and I’d like to charge for this.” What are some of those key ingredients that you need to have done or have in place before you get started doing it or you get no one to show up? It’s a failure point because you were missing things.

Why Communities Fail

When we started the podcast, one of the things that we noticed most was that other podcasters would be like, “I syndicated it on an Apple, I’m going to get listeners.” They didn’t realize, “I do have to have a marketing plan. I have to have a social media plan, email plan, or something to push it out there.” What are those missing pieces that are going to make the community fail and they’re not going to get the results that they want?

When I first got started, I did an architect, an Excel sheet, or a mind map of what are the different things that I’m going to offer. What I have seen that causes failures is not being clear on what it is that you’re going to offer. Having it where it’s e-learning. Community to me is engagement. A lot of times, much like you guys are doing, they want to be able to ask questions. They want accessibility. They want to be able to connect and network. I see that as a foundational thing of a community. If you are missing that, that’s where a lot of them fail. They’re like, “I’ve got a community and it’s e-learning.” You have seen that.

With that, look at what are the key things for success. You have to look at your onboarding. You have to spend time in, “How do I make this easy for them to understand?” If they get stuck, there are things that support them along the way and guide them through that. Onboarding is essential to success. They have to know how to navigate it. Now we have younger people that can get in and they don’t need to read the directions, but then we have older people, depending on your demographics, that need a little bit of support. For us, we did both text and video. We combined in our onboarding a way that they can learn it all in different ways.

With that map, we identified in ours, we have a course curriculum, things they can learn on their own, that regular thing of e-learning, where they go, “I want to learn about marketing. I want to learn about raising capital,” or whatever those pieces are. I know you guys are going to be contributing podcasts and things like that. We then have a place where there’s an ask and assist. This is a place where at any time, nobody is left stuck for more than 24 hours. It’s like they want that connection. Finding how you can put that in your community but support your lifestyle, you have to look at, you don’t want to be working on a Sunday, make sure that’s there. Having those clear, tools and systems to support that.

Feed Your Brand | Shannon Procise | Power Of Community
Power Of Community: A power partner is someone with whom you develop a relationship based on mutual understanding. It’s not just about sending marketing emails. It’s about getting together to discuss each other’s work and explore ways to collaborate and promote each other’s offerings.

 

The other thing that can cause failure is not involving other people as leaders. That’s where the partnership comes together. In our community, we have an author’s hub. We have placed with a pod. When you have shared leadership, that allows you to take a breather first off and it enriches the community. Finding ways in your community to have that shared leadership and role so it’s not just dependent on one person.

I’m glad you said that because I think that’s the real problem. A lot of times the community is not a community. You know what I’m talking about. It’s like the person is running it, it’s their ego, it’s their thing and they won’t share any of it. It’s why it doesn’t take off because if they’re not doing everything, then the community isn’t nurturing itself.

Sometimes I get a little frustrated because they use the word community, I get in there and I’m like, “This is not a community. This is a talking head telling me what to do.”

You call us a community. I’m sitting back here going, “We’re not a community.” I know we’re not, that’s why we’re a part of yours. We didn’t want to be a community. We want to be mentors. What we do here, whether it’s on livestream or with our group of people because we have a community of people, but to get them to ask questions, we wanted to create access. It is all about learning, referrals, sending them to the right people in the right places, getting them moving, and keeping them from being stuck. It is not a community in which they’re interacting with each other. We don’t do that here.

Part of it is how far we are in the community-building process. We haven’t gotten to that stage yet for our own purposes. Part of it is that our client base is a little bit more of done-for-you. They don’t want to do any learning. They’re on a mission. They’re on their own goals. They don’t want to take the time for that interaction yet. We don’t have quite the mix of people. We are growing it as you can see here, because we have great attendees on Zoom and we have those people who are excited to learn from someone like you, Shannon.

We are reinventing entrepreneurship through community and collaboration. Share on X

We’re seeing it grow and grow, but when it gets to a certain stage, then we want to hit that community build. That’s why we’ve been partnering up with you. I want to transition right now to what the Business Acceleration Network is doing. Let’s talk about the network itself and also talk a little bit about what it’s built on because you mentioned that the tool you build it on helps to facilitate things.

Six Pillars

What we’re doing is we’ve identified the 6 Cs or 6 pillars that all businesses need, whether it be capital, clarity, or communication. A big thing is a celebration, a place where you can come and celebrate your success. We’re considered a business accelerator. We are reinventing entrepreneurship through community and collaboration. I’m blessed. I love that you brought up that platform because, for years, we have been doing events, we do Zoom, we do all of these things to build community together.

I found an awesome platform heartbeat that has allowed me to create something that works for our members. For example, she mentioned Power Partners. We have our Power Partner Hub where power partners can connect. We can do our e-learning. It even has a matchup. You can go in as a member and say, “I want to meet a new person every month, every week, or every two weeks.”

When you sign up on that, it’s beautiful because it sends your bio and their bio and it helps facilitate that introduction. We have such a beautiful community of what we call collaborators and trailblazers where they are there when we get together for events, we call it love seats. We put somebody in the love seat and they share a goal or a challenge and we love them.

It’s not a hot seat. It’s a little more with a heartbeat. Something very unique about you and the way your events run is that what I always found is there’s a lot of heart in there and the people that you attract become power partners of mine naturally. Juliet Clark, Fran Asaro, I met Fran speaking at your event and she was speaking at your event, but we met before because you do such a great job of getting the speakers together. I think that’s a unique thing. You’re not only collaborating with the audience with your members but with the other participants and partners. Tell a little bit about the process that you do with speakers at your events and that power partner side of things.

Feed Your Brand | Shannon Procise | Power Of Community
Power Of Community: Video is so powerful for people to become aware of because it gets all the senses.

 

That gets into that shared leadership part. What I learned from doing hundreds of events is magic happens by bringing people together. I don’t have to know it all. I don’t have to be the expert. Before events, I love bringing the speakers or even in our community, the leaders together because I find that I learn a ton, first off. The ideas I would pay thousands to get, but the connections that they do and the support that they bring to each other. There’s a lot of deals that happen.

I see those as essential for their success because we don’t know when we do events if the audience is going to buy. You hope that people will take action when you’re inspiring. You hope when they get on your podcast they’re going to sign up for your list. However, when we bring the leaders together, they find ways to work every single. Tracy, you’ve done a number of events. They find a way to work together.

Tom, thinking about it like that, the very first clients in our business were other speakers at events and other faculty members at CEO space. They were the first people who did business with us as opposed to us putting a program out there and selling it randomly via email marketing or any other things. They did business with us first. That wouldn’t have happened if we weren’t networking with them at those events, getting to know them, solving problems, and doing business with them as well.

As I was listening to the two of you talk there, I realized the greatest value we have gotten out of any community that we’ve been a part of in business, whether that be the CEO space or the Magnify Your Wealth event. There’s a whole bunch of them out there. You’ve been attended more than I have, Tracy. When I look back at them, I can’t look at any of those networks as doing specific things that accelerated my business except for the connections of the other people through those events. That is the one thing that’s been a constant value in all of them.

It’s interesting because I mentioned up front, and I’m not trying to drag us back there right now, but about people who want to have their own membership community because I hear it from people. They want to have their own for one reason or another. They may be very good reasons, but putting yourself out there into other communities may very well exist and bring you greater returns than all the effort put into starting your own and how you are going to get anyone to show up.

Magic happens just by bringing people together. Share on X

It’s a whole other business to run a community.

Power Partner Vs JVs/Affiliates

It’s a whole business in and of itself to do the community and events side of it. Sometimes we don’t have the bandwidth for that and it’s a lot easier to join another one and be a power partner in that other one. I love that you use the term power partner. You have a complete training program on it, some masterclass, or something you do. Please tell us about that. Describe the difference between a JV or affiliate and a power partner.

A power partner is somebody where it’s a relationship where you are working to understand what they do and they work to understand what you do. It’s not just sending emails to market my stuff. It’s like, “Let’s meet. Let me know what’s going on and how can we promote it and share it together.” They align with the core values. They’re not just looking at the bottom line. They understand that when we come together, the gifts could be in a word of wisdom or, “You missed this on your website.” It’s beyond just a link and the bottom line. It’s those relationships of we have a shared vision of supporting each other and how can we do that. You’re somebody you can call on me. It’s like, “You can call on me if you need help and if you want me to plug in.”

I partnered with Juliet Clark, who I love. We developed a Power Partners Mastery series because as we’re bringing in power partners to them, we want to make sure that they understand cooperation, collaboration, how to create agreements, and what’s the difference. Many times people are not ready. That’s the biggest thing. They’re not ready to be a power partner. We wanted to help them get their house in order, their business in order so that they can be that ideal partner because if I’m going to share Podetize, it’s much easier that you guys have given me marketing material.

I can go to your website. You are ready. You’re established. It’s not good or bad. We want people to be ready so that they can show up their best and learn how to discern who’s a good fit and who’s not because sometimes we think people are, “It’s my friend. It’s somebody I want to work with.” You do have to look at some other key things of what’s going to work best.

Feed Your Brand | Shannon Procise | Power Of Community
Power Of Community: The podcast is your voice. It’s a way that people can hear and learn from you.

 

I think that’s key because our power partners have a lot in common. Juliet Clark has been a power partner of ours for five years. I met you before then, but she’s why we connected and have done even more together. Fran Asaro, same thing. As we get to these places where they have more clarity in what they do, it does become easier to partner up with them. That is a key part of defining your position in the power partnership. It is like, “How do I play? How do you play? How are we going to play together?”

You got to talk about the money. What’s the exchange? Sometimes it’s not always money. Sometimes it’s building lists and speaking at events. It can show up in many different ways, but you want to start with that heart stuff first and assess the marketing and look at, “Is this where you want to invest your energy?” I have to tell you, Tracy, I spent a couple of years going, “I’m going to do affiliate marketing. I’m going to align with affiliates. I’m going to do all this stuff.” What I found was some of them were great and super excited, but I couldn’t convert anything through a link. It wasn’t working. The other part is making those personal introductions. You have to have people who are willing to say, “I’ve got this person who is interested in podcasts.” Having a power partner that’s willing to meet and connect with people is one of my core values.

We find the same thing, Tom. We can put as many links as we want into our newsletters and it will not convert as the same as us bringing you on here. I can introduce you in my newsletter and it’s not going to happen, Shannon, but if I bring you on my show and I talk with you here, I talk with you in front of my community and you answer a bunch of questions in the second half-hour of our program here, that’s going to make all the difference.

It does make a difference, although that’s no reason to stop trying. I always am trying to engage much more in the affiliate link thing because I know some people who are so hyper into that. They’re doing incredibly well with it. I’m like, “I’m missing opportunities here. I got to engage on this.” That’s true, but when I am connecting somebody with Melanie Gorman, another partner type of person that we are sending a lot of people to, I send an email introduction where I’m connecting people. I’m not necessarily having a specific event, meeting, or something. We do some of those things, but I think there are many ways to do it. The power partners cooperating, collaborating, and exposing each other to their own groups and connections are incredibly powerful. Those connections converted at a much higher rate.

Key Things To Attract People To Your Events

Before we go and end this interview stage, I want to ask Shannon, because you are an absolute marketing expert. You’re the one who I know does the most dynamic job with marketing and publicity. What are some keys to getting people who don’t know you already to become aware of your events, podcasts, and the things that you’re running in your communities?

Clarity leads to power. Share on X

There are many ways of becoming aware, but I love syndication and we include video. Video is powerful for people to become aware. It gets all the senses and findings in your local area or in a national area, whatever it is that’s going to suit you and your podcaster. You want a global reach with the story identifying, if you can tag into something that’s happening in the news, that’s incredible. If there’s something hot and buzzing to pick up on to tell that story.

Also, if you’re launching your podcast, if you’ve hit your 50th podcast, a special guest on your podcast, or something that you know is trending, those are all newsworthy items that can be told. It’s all about telling the story. I feel like people often say, “It’s only nonprofits or a certain type of thing.” I’m like, “Give me anybody and I can find 50 stories.” It can even be an educational piece. Even educating people on something that you’re an expert at can pick up news and get articles and things like that.

It’s not saying like, “I have an event, come to it.” That’s not enough. There has to be a story that surrounds it.

I want to share one thing. Our biggest press release that got picked up, the tagline was, which is essential, “85 Ways to Improve Your Health in 6 Hours or Less.” With that tagline, the 85 Ways, we had 85 expo booths and it was a 6-hour show. It was incredible. It’s that storytelling, the language, and how you get it out there.

Give everybody a little teaser on some of the things that are coming up in the next couple of months because they could be tuning in to this anytime so it may not be relevant, but you’ve got some things coming up, give them a sense of what it is.

Every month, we do our high-performance networking event. Virtually, anybody can come in. What I love is we also have a unique proprietary app that when you come in, gives you access to everybody you meet in your breakout rooms and it strategically puts you in different breakout rooms. We allow people to come a couple of times, check it out, and then we hope you come into the community for some of the other networking that we do.

We’re starting some live events in Florida. That’s exciting. We also have our business acceleration retreat that you can find out about on our website. This is three days on the beach, powerful diving into your business in a deeper way, getting clarity and you leave here with a marketing blueprint for custom for your business and what you’re working on.

We are proud to have you as a power partner in our business and we are proud to be a part of the Business Acceleration Network. Thank you so much for joining us. Tom, do you have any last words?

It’s great to reconnect and get re-engaged in our little connection and community and to introduce you to our other podcasters. It’s great to introduce you to them and help raise awareness of Business Acceleration Networks. Thank you so much for joining us.

I think you guys have a community. I know there are other ways. I’m glad, Tracy, but I signed up to do a podcast, which I haven’t done yet. Thank you for your patience.

We’re always nudging you.

I want you to know that I don’t see it as little. I see it as such a powerful place for people like me to get everything I need. I have so felt supported by what you’ve built. It’s easy and instant access. There hasn’t been a question I haven’t asked you guys that you have, “Go here.” I applaud you for your community and all that you’re doing with Podcasters United. You guys are amazing. Thank you.

Thank you so much for being here. We’ll be back with another episode. Go to PodcastersUnited.org, check things out, and you can join us live next episode.

 

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Shannon Procise

Shannon Procise is a highly-regarded, multi-faceted business executive. Her legendary training and coaching services plus her event planning, marketing, public relations, and networking skills have been harnessed by celebrities and every-day Joes alike to build their businesses. Her prowess has made her the go-to expert for luminaries like T Harv Eker (Secrets of the Millionaire Mind), Stewart Levine (Resolution Works), and Dr. Gary Null (America’s #1 Health Guru). Shannon has spent more than a decade building an international conscious business community by helping businesses grow into their full potential through knowledge-sharing, marketing, and cooperative strategies. She has also successfully raised capital according to SEC compliance requirements.
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