Can Consistency Transform Your Client Base? Discovering The Impact With Erin Diehl Of Improve It!

Being consistent speaks volumes to your integrity. It shows up in your podcast, your business, and your brand. The more people can trust and rely on you, the more you connect with them. Erin Diehl puts consistency as a core value in everything she does, owing to her success as a Business Improv Edutainer, Failfluencer, Keynote Speaker, and proud host of the Top 1% Global Podcast, The Improve it! Podcast. In this episode, she sits down with Tracy Hazzard to share her incredibly resilient journey in business and podcasting. Erin speaks about the role of improv in her career and delivering impact to corporate teams. In particular, she sheds light on the lessons improv can teach us in pivoting our shows and transforming our client base. Plus, Erin shares how she is launching her upcoming book, I See You!, and tying it to her podcast. Don’t miss out!

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Can Consistency Transform Your Client Base? Discovering The Impact With Erin Diehl Of Improve It!

Improve it, how many times do I say, “This is how the way to improve your show?” Listening and taking takeaways. That’s who I have the host of. Her show is called Improve It. I love it. Erin Diehl is going to be our guest and she’s super fun. I feel like I wish I lived closer to her because we’d like be best friends and have coffee every day. I love it when I meet someone who’s like that.

She’s out of Charleston, South Carolina. She has got an improvement focused show but she’s got some interesting things for us to share with you about how she is launching her book that is coming out. About how the book and the show tie in together. I was fascinated by everything that we talked about. I know you’re going to love this episode. Let me tell you a little bit more about Erin.

Erin “Big” Diehl is a Business Improv Edutainer. She’s an Edutainer, a Failfluencer, and a Professional ZoomBi. Although, a series of unrelated dares sent her into creating Improve It. She has a unique professional development company that’s rooted in improv comedy and pushes leaders and teams to laugh, learn, play, and grow. She’s the proud host of the Improve It Show, a top 1% global show which helps develop leaders and teams through play, improv, and experiential learning.

She’s the first-time author of the Amazon bestseller and top new release, I See You!: A Leader’s Guide to Energizing Your Team Through Radical Empathy. I’ve told you, her launch of this and the way she’s brought it out is pretty innovative. You’re going to want to read this episode just for that. Among her many accolades, Erin is most proud of successfully coercing over 35,000 professionals to chicken dance. If that intro and that bio doesn’t give you an idea into how much fun we’re going to have on this episode. I don’t know what will. Let’s go straight to it. Let’s go to Erin Diehl, Improve It Show.

About Improve It Host Erin Diehl

Feed Your Brand | Erin Diehl | Transform Client BaseErin “Big” Diehl is a Business Improv Edutainer, Failfluencer, and Keynote Speaker. Through a series of unrelated dares, Erin created improve it!: a unique professional development company that uses improvisational comedy and experiential learning to sharpen leaders and teams so they can thrive in ever-changing environments, and do it with a whole lot of laughs along the way.

Erin Diehl is a graduate from Clemson University, a former experiential marketing and recruiting professional, and a veteran improviser from the top improvisational training programs in Chicago, including The Second City, i.O. Theater, and The Annoyance Theater.

Having spoken on global stages with companies, including Amazon, LinkedIn, McKesson, and the Obama Foundation, Erin has an energy and message to share with the world that creates lasting ripple effects for change. As a graduate of the Goldman Sachs 10,000 Small Business Program and member of The Chicago Innovation Awards Women’s Cohort, Erin is a living testament to the power of life-long learning, and how working to understand ourselves helps others to do so, too.

Erin is the proud host of a Top 1% Global Podcast, The improve it! Podcast, which you can find anywhere you listen to pods! She is also a first time author to the Amazon Best Seller & Top New Release book: I See You! A Leader’s Guide to Energizing Your Team Through Radical Empathy.

Among her many accolades, Erin is most proud of successfully coercing over 35,000 professionals to chicken dance.

When she’s not playing pretend or facilitating, she enjoys walking on the beach with her husband, son, and eight-pound toy poodle, BIGG DIEHL.

Follow Erin Diehl on Social: Website | Instagram | LinkedIn | YouTube

Erin, I’m so glad to have you here. I love the title of your show, Improve It. Was that always the title? Did it hit you and you’re like, “That’s it. It’s perfect?”

You are so funny. I love that.

It’s not that common that it is, so I figured that was your answer.

Improve It is the name of my business that I failed in years ago. When I first thought about doing a show, for whatever reason I did not want to name it the title of our company. I was trying to come up with something clever and kitschy and I loved this idea of failure. We use improv in our business to train people on power skills.

One of the fundamental rules of improv is there are no faults or mistakes. There’s only gifts. I loved that tie-in and I thought, “Let’s have a show and call it Failed It like Improve It and let’s talk about failure. Let’s interview successful people but not talk about their successes. Let’s talk about failure.” We did that for 50 episodes, then we realized there was no connection to what we do as a company. You can only talk about failure so many times and we talked about it 50 times. It was time to change it. After 50 episodes, we changed it to Improve It.

 

Feed Your Brand | Erin Diehl | Transform Client Base

 

Often my advice here, and I have loyal Binge readers who probably have heard me say time and time again, “Don’t name your show after your business.” There are exceptions and errands is one of them. When your business is an activating name like yours is or your business is a flattering name that makes the guests sound good or an aspiration for your audience. You can also do that if it sounds like it’s a community but it’s rare that those two things go hand-in-hand and you discover the one thing that makes it is that there’s just such great business to business alignment.

The E improvement, you can take or leave it. We made it teal, so it could be improv it or improve it and that’s what we use. It’s improv comedy and so, it took us 50 episodes, which probably took like a year of my life that I was not doing Improve It. I was doing the Failed It, but since we changed the name, everything clicked.

I love that, and that’s my favorite part about podcasting, is how flexible it is. You can just change it and you didn’t lose all your momentum.

That’s right. Even though it does bother me, I’m like that type-A person that when I go in Libsyn. It’s still the Failed It show. My URL is still the Failed It and I’m like, “You’re not the Failed It.” You can’t change it and you’re right, there was so much momentum.

You can if you switch hosts.

You can change the URL?

Yes, because the URL has nothing to do with your feed. Libsyn is letting you know that but that’s not the case. Your feed can change at any time and you’re not going to lose your audience. You’re not going to do this. Even though the host might not be doing a great job for you. They’re keep you hostage by making you think that it’s going to throw your show and blow it all but you can change hosts any time. Although, if you change hosts to some companies, not mine personally. Not Podetize, but in some other companies, you’ll lose your statistics. You may not want to do that. You have to be careful.

If you don’t do it properly, URL will get all messed up. For the most part, URLs has nothing to do with people listening to the show because where they’re subscribed is in the listening app. It’s not in your feed. You can reconnect that and redirect it. It’s this technical underbelly that no one understands in podcasting. It makes you think that you’re stuck where you are and you’re not.

They want me to stay there forever.

That’s right, they got you stuck in there. You can change that because if that bugs you, that’s an easy change. One of the things we don’t do is we don’t ever put the name in there. We have numbers, which is the way Apple works anyway. It does create this dissonance for you when the name changes, and it happens very often. I can say probably about 18% to 20%% of my clients changed their titles at some point.

That was also something I want to just touch on. I was very afraid to change the title for whatever reason. It was the name of my business because I was afraid like, “I might lose listeners who loved hearing about failure.” We can still tie in failure, but it doesn’t have to be this entire topic. I’m so glad that I got over that fear and went forward.

I’m glad you did too.

It changed everything. Now, it’s like, we’re going on year four of this show and year three with that title. I can’t imagine still going with the original title.

It was almost a little bit of a gimmick and that gimmick wasn’t working for your business and for the true authentic message that you wanted to get out there. If you hadn’t done it before now, because you’re launching a book, that tie -in has to be much clearer and you would have had a lot more difficulty. We’re going to talk about it a little later. It would have happened by now at that stage. Someone would have advised you and said, “You got to do it.”

You’re so right. I’m so grateful that I had an advisor at the time who was like, “You need to change your name immediately.” I was like, “Where were you when I started business?”

If you had been choosing to make a show, I’m going to say, like an influencer. Someone who was going to make money off of advertisement and not make money off your business Failed It is an awesome name. It’s an awesome show concept and you could have kept that going, but the show would have had to be the business and that’s what didn’t work for you.

There was zero connection or tie back to what we were doing. It was hard for a new audience to know what we were beyond just the gimmick and that’s right. Your job, Tracy.

You have a team and that’s something that I don’t find as often with podcasters that I interview here on the show. I’m excited to talk about it because your team is the one that reached out to me to have you on my show and I’m so grateful that they found me. That is a wonderful matchup for us because I believe in continuous improvement.

There’s a heavy direction for what we talk about in the show that you can always be improving things. There’s always little tweaks and things that you do. As you do that, it has compounding results on the other side. Continuous improvement is important. There’s a great tie to our messaging. How does your team work to keep your show flowing and keep things happening for you over time? How do you use a team with your show?

I’m so glad my team found you as well because once I started binging your show, I said this to you. I was like, “I wish I found you years ago. That would have been helpful.” I’m going to start with every individual team because I have, internally at Improve It, just the business. I have a lean mean team of five, then I have a team of 22 contractors who we still consider our team. They’re our improv professionals.

On the show side, I knew first and foremost when starting the show, I needed help. I couldn’t do it all alone. I took a great course in how to set up a show from Jenna Kutcher. I love Jenna Kutcher’s show. I was looking through all of the ins and outs. I said, “This is a lot of work. I’m not going to be able to run a business and do this by myself.

I had an intern who was with us who I loved so much. She had graduated. She had finished her internship and I said, “Rachel, I’m looking for a show manager. Somebody to help me with all these logistics. Do you have a clone? Is there anybody like you?” She goes, “I would love to do this.” She has a full-time job. She works part-time as a show manager and her main goal now is she do outreach to guests for our show.

She does all of the logistics. Once a guest is booked on the show, which we use a system called Calendly to book guests, which gives us very similar to setting up on your show and lots of questions. We gather their bios and headshot, then that gets put into our calendar. Rachel gets added to that calendar invite. She knows, “Now I have to send this person an email to set up all of the things. Give them the link to Riverside. Tell them what to have in the background.” Rachel is that liaison between the guest and the show.

After the show’s over, she sends them all the assets. Rachel is now also reaching out to other shows to do ad swaps and we’re starting to look into sponsorships, which I can talk about as well. That’s Rachel’s main function then I have Nicole on my team, who was also an intern turn full-time employee after graduating. She was looking for a new job. I have to say, an intern program as a small business is such a wonderful thing because it’s like a six-month interview process then literally, all of my full-time employees minus a couple, have been interns at our company. I love them so much.

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Nicole acts as the community manager. She does all of the research for potential guests. She also is the person that is scrubbing the show, putting together the reels, the assets for the show, the quotes that she then sends to Rachel and Rachel sends to the guests. Nicole’s main function as well is also to reach out to shows like you and do guest podcast spots because that’s how we have continued to build our audience and grow the show.

Nicole is more on the creative side, I would say. Her, myself, and Rachel all function together as one secular unit. I would say this has been a process that has been refined over time. My job is I come in, talk with the guests, record, and send it to our editors. I have an editing team as well because I don’t want to spend my time doing it, honestly.

I’m so glad you say that because it’s not the best use of anyone’s time.

I found them through another show host who talked about them on her show and have been working with them this entire time. Once they edit the show, then it gets kicked over to Nicole who puts it on our website. Rachel also does all of the transcribing, so she gets that to Nicole and they put together the show, put it on the website then we go on to the next week.

We use Asana as a task project. managing tool, so it keeps us on track. We now have a very robust system that works for us because this took so much time to put together and to refine. It used to be myself and Rachel and the editing team. We have a graphic designer sometimes who will pop in and help us with certain stuff because this is a lead magnet for our business. It’s got to work as a business and I almost now think of it as its own separate business within a business.

I’m so glad you say that because too often, people treat it so separately that there’s not a tie-in. You do topic up episodes and interview episodes. You do a little of both, which has a more direct tie-in to your business on the topics. Are you planning those topics based on what initiatives you’re doing in your sales side of your business? Are you planning them that specifically?

We decided we’re going to do a theme, a monthly theme for the show and that will help us pick guests and pick topics for my solo episodes. With the book launch coming up, for the past months, we have pulled themes from the book as the monthly topics for the show. When we start talking about self-love and selfless leadership, people aren’t surprised because we’ve been talking about it for months. That is how we pull the themes for the solo episodes.

I will say, we started doing a content meeting, myself, Nicole and Rachel, every Monday before I was coming up with show topics and show titles. In that content meeting, we batch out all of the shows that we have. Now, we’re like about three months out with guests and solo shows. We come up with titles together and make sure that these titles have keywords that they have. We’re clickbaiting them as much as possible and tweaking them. A mind of three is so much better than a mind of one. That has been a wonderful improvement, if you will.

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I can see that in your show. I can see the change in the titling and that is such a good model that you’ve come to. Your titles are fantastic. They’re working. You’ve got your experts there. The people that you’ve invited on as guests and you’re highlighting what their keyword is as well, which a lot of people skip. They’ve just put somebody’s name in there but they don’t say what they’re an expert in.

That doesn’t help you with your keywords but you do that. You guys have some best practices going on there. I love that. It’s working for you. One of the things I did notice is that you do have a few episodes where Nicole is interviewing and you do this wonderful throw to your team and to her. I love that because too often, podcasters lose momentum because they can’t record every episode and having a team member who the audience gets introduced to is a fantastic way to supplement.

It’s funny. Are you talking about the one with Pamela Lookingglass? Do you know who Pamela Lookingglass is?

I had not heard of her before listening to your show. No, I didn’t.

She’s me. I’m a sketch character. I did not realize that whole time because I didn’t finish the end of the episode.

That’s so funny.

That’s so amazing. We use improv comedy as a tool to train people. I was that improviser. Do you know how they say you’re a writing teacher but you don’t write? I was an improvised teacher but I wasn’t improvising. Throughout the book launch, I created sketch characters to be brand ambassadors for the book.

This is what happens when you work your way backward through the catalog and why somebody should binge listen to you from the front floor.

I’m Pamela the entire time. She’s interviewed me as a character, so I have a different voice. I have another sketch character coming out and we recorded this show. Her name is Rita Buck. She is like a very zen character whereas Pamela is very loud and boisterous. That’s very fun selfishly for myself to play because I haven’t improvised and played in a long time.

Now I love the episode even more. I’m going to have to finish it because that’s the one I stopped listening.

You’ll be like, “There’s her voice.”

I did hit some in the beginning because that’s my process for checking out how far your show has come. I can only do maybe 3 to 4 episodes. That’s all I have time for when I’m prepping here. I listened to one and I chose a topic one because I wanted to hear about what your area of interest is. I chose a topic to listen to all the way through then I went back to the beginning, listened to two and came back to Pamela’s. That was the one I was on when I ended my prep but I didn’t get through it enough to realize it was you. That’s so funny.

I never tell anybody that it is me because I want them to go on my Instagram. She has her own Instagram now and so does Rita Buck. It’s like this whole stupid thing that I enjoy doing. Also, the fact you went back to the beginning to the beginning of the show.

That’s why I heard some of the Failed Its.

It gives me like hives. I’m like, “I cannot listen.”

It’s one of my favorite things to do with a podcaster that has a good catalog. It’s to understand where they started because it shows me how far you’ve come. I can see the shift in the business value that you’re starting to derive because of where you started. I wouldn’t necessarily know that otherwise and so I can see that.

One of the things that is interesting to me, Erin, is that you’re still following a heavier sales and lead generation model with your show than most people do at your stage, most hosts do. I found that to be interesting and I want to know is it because it’s working for you? Are you getting people coming to your business from it? Usually, people will after a couple of hundred episodes start to lose momentum on the sales messaging at the beginning of their show. I don’t mean this negative. It’s not a negative. It is something that very many podcasters do. It’s that season ones who have been doing this for a while tend to stop doing it.

I can’t tell you. This is the hardest part for me about podcasting. The ROI is so unclear except when somebody is like, “You were on my show and I have a team. Do you want to come do this for my team?” It’s very clear. We always ask leads when they come to us, “How did you hear about it?” Sometimes it’s through the show. Sometimes it’s through a referral. Our business is so high-touch that I know people who have hired us listened to the show but it’s not because of the show that they’ve booked us.

It’s because it is just a variety of things. We could be in the same association. It is very high-touch. It’s not like one of those businesses that you can go on and purchase something online. You have to talk to someone. I’m so interested in that piece because in the upfront of the show, I always do some housekeeping. We don’t have ads. We don’t have any affiliates. I always say like, “Get the book,” or we have this X, Y, and Z thing, some type of lead magnet. The content I feel like has shifted. In my thought, I feel like I got away from sales so I’m so interested that it may be too salesy.

If there’s something to consider about. It’s like the downloads of the sales magnet. If your lead magnet isn’t lighting the world on fire, chances are good you’re mentioning it too early. That’s what I can tell most people who do that. You may mention it early, but you also mention it later after you’ve delivered them something that makes a clear tie-in to it. I don’t think there’s any problem with doing that, especially at a later time. You might want to remove it earlier. Whenever I’m going to mention my lead magnets, they’re only going to be in the last third of my show. That’s because there needs to be a tie-in to why I need it.

It’s not like those that are trying to push it at the beginning tend to have a lower cost sales model. It’s a low entry and you don’t. It doesn’t make as much sense. I have to understand some more about you, the business, and the topic before I’m ready for the why of that lead magnet. That’s why the last third is usually the time for that. That’s my only recommendation to those of you out there doing consulting businesses or high ticket programs of any kind to save it for later in the show.

The second part about it is, I chose your show for a reason. We find that people who are binge listening, which is what my show is all about, who find you and then listen to a bunch of shows. You’re taking too long to get into the content that they’re not starting to pay as much attention as they should. What we do recommend and what we find to seasoned podcasters is they start shortening their intro over time and by the time they hit 200 episodes, it’s like fifteen seconds and it hardly mentions them at all.

It’s like an introduction to them and that’s it. It’s like they save it for, “Let me get to know you with my voice. Everything else is going to come and you’re going to want to learn all about me. It’s all on my website and it’s all linked to the show.” There’s no way you can’t find it because you’re going to want to. We just go in with that mindset. That tends to happen. It’s like, “I’ve already done this for 200 episodes. If you haven’t figured out who I am yet, then you’re going to have to go back to the beginning and do it.”

That’s such a good thought. What I did as of probably the past like twenty episodes, as I took that long intro/out, it was like a whole jazzy theme long intro in the beginning. Now, it’s just like a little bit to improve it show and this whole little beat. What I was afraid of in changing that intro music or my intro, was that I was losing. If somebody started to show on episode 200, that they were losing who we were and who improved it was and who I was, so I was making up for it with the intro of the show and you’re right.

For the most part, there are ways around that because you do it personally. That’s not part of the pre-recording. You’re saying it personally. You have many different aspects of your business. I’m sure you don’t just have one tagline or you still have one mantra that you say or one message that you give. If you hear, where all about, pick something different each time. Pick something different for a month. It’s okay if you do it for the month because you’re in that theme. We’re in this month of improve it with leadership, with this or whatever the model is that you’re working on for that month. Reinforce it there.

You can always do a little bit of reminder as to where they can find you and say, “I’m jumping right in because I’m so excited to talk about this. You folks all know if you’ve been reading, I have a book and we’re going to talk about that.” You don’t tell them what the book name is. You don’t tell them where to do it. You don’t do that until later but you’ve pleaded it. That’s always a good thing. That’s the model that I say.

I bet you if we analyze your statistics and this is something for any one of you out there. If you analyze that you’re consistently getting and I’m just making this number up because so many people only have it this low. I don’t want you to be like, “I’m sure you have way more than this.” A hundred downloads an episode, consistently. If that happens in the first hour that you drop an episode, that’s your subscriber base.

Everything else comes from social media, from TikTok they saw, from YouTube you put out or from the guest pushing the show. All those things happen after that initial hour download because the moment that you publish, the subscribers get it. If you always look at the time of day and the download numbers, that number, whatever it is, 100 or 300 or 1,000. That number is your subscriber number. That’s your binge audience.

For this fact alone, I’m so glad I’m here.

The second way you can identify a binge audience, it usually happens over a weekend. When you see that you have all of these episodes being read to like you have consistent downloads throughout a day of like ten episodes in a row. You know somebody is binge reading on your show.

I’m going to bend your show. These are the factoids that I needed in my life.

If you have more of those people, what it says to me is that they are nurturing themselves to contact you.

That is such good feedback. I am mad because I just recorded three episodes that have longer intros.

Don’t worry about it. The perfectionist, you have to get over that.

Yes, but I will say that it makes total sense and you’re right. If somebody comes to the show, they can check the show notes. That show notes is going to take them to everything they need.

You’re thorough with your repurposing and with everything you do. Your team is doing a fantastic job where there are a lot of podcasts that aren’t. The only thing they can do is say something at the beginning of the show because there’s no support for whatever they do. You are the opposite of that and use it to your advantage because it says, “You’re someone I want to do business with because you’re here for me, first and foremost.”

The other part of it is, you have all these tools and all these other things for me so when I can’t remember something they’re in the show notes. Your backing me up with support for it so why wouldn’t I want to do business with you if this is where I’m going? What I’m going to say to you is, I think you maybe need to create a deeper tie-in to what you do for people. That’s what I didn’t hear in your show. I would love to hear from some of your former clients.

Can we talk about this?

You have such a business-to-business model that is a high ticket and high touch sales. I did consulting for many years. I didn’t do a program that cost less than $120,000 plus royalties. I made millions sometimes on the other side of it. It was hard to sell it. It would take 6 to 9 months to sell it.

Ours don’t start in the sixth digits but they’re 4 to 5 digit numbers. I’ve had clients on the show and when about the goal of the show, for the past year, it’s been growth because we want to have a bigger platform as we launch the book. I know some podcasters out there probably reading or thinking, “I want to grow,” and I do. That was the focus. When we picked guests or asked guests or chose guests to asked for podswaps, it was always looking at, “Is this guest going to bring a great message to our audience? What’s their platform like? Is this something we haven’t talked about on the show yet?”

I had previous clients on the show but I’ve only done it a couple of times and that was like early in the beginning. What happened was, those clients, because they aren’t people who regularly go on shows or have big platforms usually because HR managers in Corporate America usually don’t have their own show. Most of them.

They’re not podcast pros. I understand.

They’re not influencers and authors who I work with, who are amazing human beings. They will promote it and it will go to their friends and family. That is amazing because those people haven’t seen that person in that format yet or in that platform stage.

It’s not as much of a growth model and that’s why I would never recommend this if you were at the beginning of your show journey because now, you can afford to mix one every six and have it be a model for what something. What I usually like to do is when I’m picking a model of former clients or current clients. It can be current clients too if they’ve got a long -term contract with you, checking in on them as a point of success.

You maybe did a program and months later, you want to sell them something the next thing. It’s a great time to checkpoint with them. You’re using it for sales. You’re just doing it at an after point. It’s a follow-up point because they will be having a new problem. They just didn’t always think of you for that new problem. That’s what you’re going to address on the show. You’re going to say, “Let’s talk about all the success you had. How’s your team doing? What’s going on with them? How did things improve?”

You’re going to talk about the improvements, then now where are your challenges because you’ve leveled up. You have to have new challenges. Now, where are those challenges? Let’s talk some about that. You can always do it like I did here with you, which is like, “Are you comfortable with a little on-air coaching? Do you want to hear the answer to it?” They likely will say yes because they’re not about the ego because they’re not those kinds of professionals.

This is blowing my mind because this was something. When I first changed the name of the show to Improve It, we focused solely on making sure the shows were specific to our keywords and changing it so it was very specific to the business. I had a couple clients on at that time. I’m just keeping it real. When the growth mode mentality came on away from that because we’re like, “We want people with an audience. We want people who our audience wants to hear from and who have been successful speaking in front of audiences.” It’s not to say that our clients are not because a lot of them do speak up on panels and public events. That’s just not their main priority. It was like this shift in mentality that we went away from and need to get back to.

Here’s the thing, and I don’t mean this to be like you’re all the hard work of growth doesn’t matter because it does. It does work but the numbers don’t matter. Your downloads and your plays don’t matter because if you have ten people reading and they’re the right profile client for you. You’re going to land them as a client and you’ve gotten a return on investment from your show.

It doesn’t matter on the numbers. It matters on the quality of those people and the same thing with your guests. If they are going to lead you to the right quality people, then it’s worth it for you. At the end of the day, it’s not a numbers game. We get too caught up in social media about our numbers game that, “I got a thousand views because of that guest. I want more of them.” Who is out to a thousand people?

I love this topic. If I could just go down the rabbit hole for one second on that. As an author looking to get published, the platform was such a huge factor for publishing companies or even agents. It drove me nuts and I have a close friend of mine who’s a cookbook author who has this amazing Instagram following. She laughs and has written several cookbooks because she goes, “Erin, you have a real business. You make money and have employees. I have 50,000 Instagram followers and I don’t make money.” The numbers are so deceiving and this is such a great reminder for myself and my team too to think about that aspect more than the quality.

Your book is a lead generator for your business. It’s also something that you’ll use. When you give speeches, you’ll get a hand amount to the audience or you’ll use them as part of that. You’re going to give them to clients because that’s a great takeaway for them. There’s all kinds of business reasons to have a book. In the right stage for it, you’re doing the right things. The reason why all of these publishers and all of these marketing companies for books have these platform numbers is because the conversion rate is so bad it needs to be higher because people aren’t readers nowadays. It’s hard to do that but your client-based readers, I’m pretty sure.

They are their lifelong learners. They’re people lovers and people leaders. They’re amazing humans. They care about the world. They do. The people that we work with, I feel very grateful for because if you’re coming to us, you care about your team so much. You want something outside of the box and something different. You want them to be engaged and that’s why we create such long-lasting relationships with these people because they’re great people. They’re amazing humans. I am shookth that I have gotten away from that model and idea. I’m going to bring it back.

Feed Your Brand | Erin Diehl | Transform Client Base
Transform Client Base: If you’re coming to us, you care about your team so much that you want something outside of the box and different and you want them to be engaged.

 

That’s all we want. 2023 was about growth. Maybe 2024 is about action and that’s what you want to see happen. Sometimes we call it conversion, but I would want to see action being taken by my audience. If I say to my audience, “Go subscribe to Erin’s show,” then Erin reports back to me that you all did it. You all went to Improve It on your show player, added it to your list of shows to read to and I highly recommend it. You go and do that. She sees a boost. I have an active audience. That means I have an action-oriented active audience. That says more about what I can do as an influencer. You want to test your own audience that way. Test their action.

That’s it. I’ve been looking at my numbers an hour after a post to see that subscriber rate is because that is the action. We do a lot of things marketing-wise and podcast-wise. That is the name of the game for 2024, action. I love that.

The name of the game for 2024 is action. Share on X

I think that’s where I feel. I’m combining intention and action. What I’m personally doing is it has to be very aligned with where I’m going. That’s also something, though. We get a little too distracted with all the offers that we make. They’re not aligned. The fact that you’ve been aligning for months now, I see you book, which I love that. I love the title of your book. You’re aligning that with a lead magnet that is your four step consistency planner, which all of you out there reading, consistency is the number one.

How many times do I say consistent and constant? If you can tell me that, I will buy you a copy of Erin’s book because I guarantee you, it’s like in the hundreds by now. It’s high. So I say this practically every episode, consistency matters so much more than anything else. When you’re doing a consulting business like Erin’s. If you’re not consistent, why would I hire you? Those things going hand-in-hand. You’re creating a great intention flow for that. Keeping everything focused on that is smart, Erin.

Thank you. I appreciate these tips. This come in a pinnacle time for me. You don’t even understand the timing of this conversation.

Good. Let’s talk about the book before we wrap up here because I don’t want to miss that. I see you, you’ve got a long subtitle. Go ahead and tell us what it is.

Yes, it’s A Leader’s Guide to Energizing Your Team Through Radical Empathy.

Feed Your Brand | Erin Diehl | Transform Client Base
I See You!: A Leader’s Guide to Energizing Your Team Through Radical Empathy

I love empathy. That’s so critically important. We miss that too often and AI is not going to give you that. It’s simulated in empathy. It’s not real. That’s so important that your book launch is now tied into the show. What are the plans for the launch?

We are using the show as a launch tool. As you saw, I’ve created these brand ambassadors, AKA sketch characters, who have been dropping off advanced reader copies in character to local businesses in my house of Charleston, South Carolina.

I love that idea.

It’s a scavenger hunt on social media. People have to follow along and local to Charleston. I give tips and then they have to go find the book then we do this whole big thing with the winners. That’s been fun from a digital standpoint. We’re doing two book launch physical parties. One in Charleston and one in Chicago, where business was born. I started talking about this book in October on the show and every monthly theme for the book was in alignment with a theme from the book.

As we get into this month, we’re talking about the third part of the book, Magnetic Cultures. The next month, we’re bringing it all back together with radical empathy. I’m focusing on aligning the guests with those topics and making sure that our audience knows that it’s happening. I’ve also nurtured our email list and that has been huge. We have a great email list. When we started a pre-launch campaign in October, we hit the Amazon bestseller list and best new release in the week that we launched it.

That was consistency. We have a Friday Fail forward newsletter that is filled with tips and tricks. On Wednesdays, we have a show fire that talks about the guests for the week. We’re not selling our stuff over the newsletter. I feel like when we said, “Buy something,” they were ready. That was consistency. We’re also going to do an email campaign with our email list then I’m going on a show book tour.

You’re going to do both. I love it. What is a show and book tour together look like?

I’m trying to reach as many different audiences as possible by guest spotting on different shows and talking about the book but not talking about the book and it’s entirety but making it relevant to that audience. It’s a leadership book and it’s all about self-love, selfless leadership, and magnetic cultures. I don’t know who could not use that message in 2024.

My goal beyond the book is to make love a word that we use in business and not shy away from. To me, that is the why behind it all. It was truly guided to write this book. That’s a whole other story but I felt like this book flowed. It was not hard to write. It was meant to be written now and I’m here to carry that message out.

It wouldn’t be the Binge Factor if I didn’t do my psychoanalysis of your show and we’re doing it right at the end, which sometimes, I’ll do it in the middle and even after the fact. Now, I want you to hear it. What I heard from listening to your show is love and you love podcasting. You love talking to your audience. It comes through in everything you do, which means you give generously. Unlike any other author that I have talked to or had on.

You read parts of your book. You give your book away in its pre-sales mode. You’re not afraid to because it’s that love exchange that requires you to share it. That is why someone is going to not only find you and subscribe, but go back to the beginning and start listening to all those, even those failed ones and they’re still going to love it because they’re still going to learn.

My fake eyelashes are falling off my eyes now from crying because truly, thank you. I receive that so much. I do. I’m tearing up. You’re making me cry but I appreciate that so much because the book is a message to leaders to love themselves more and their people more. It has to start with the internal love first and it is a message that I hope many people, your audience, subscribe to. If it’s anything, subscribe to love. That’s all I want you to do, subscribe to making the world kinder and a more loving place. Why am I crying, Tracy?

Subscribe to making the world kinder and a more loving place. Share on X

I’m so sorry. I swear. I’ve never made anyone cry before. You’re first.

Thank you. Truly, this is where that count. I’ll put that in my journal too.

All of you readers out there, Erin Diehl, Improve It show. I See You book coming out, go, subscribe, buy, check her out and follow her. You’re going to add a lot of love and value to your life.

The one thing that I took away from what Erin’s saying and there were so many fascinating little ideas and all kinds of things like her scavenger hunt for the book. I love that. I have mentioned it, I don’t know how many times. The idea of being consistent and the core of what she does.

You would think that someone who does improv, who’s an edutainer and who’s such an extrovert like Erin is. You’d think that that consistency wasn’t a core value but it is. The fact that she puts that in place and emphasizes that with everyone is so critically important and the fact that it ties into the book.

My showing up for you here week after week with somebody new interviewing and my showing up for the people that I interview for, I can tell you that that is the critical path item to getting me new clients. It doesn’t matter if I have to sell a person on the show or you and the reader. You remember that I’m here. That consistency has an iterative value over time that says, “This is a person who lives up to their integrity. This is a person who’s going to show up for me.” That’s what Erin does.

When you’re working in the corporate space, which many of you have shows that are focused on that corporate space, this is where it gets critical. If you act flaky, it’s going to come across. You cannot be inconsistent with your show. Business doesn’t run in season and neither should your show. I love that’s a focus for Erin. I also love the pivot she took from Failed It to Improve It. Spitting to the positive. Maybe that’s what your show needs if it’s not working out for you.

She went 50 episodes in before she made that switch. That’s okay. You can decide at any time that, “This isn’t working out quite the way I wanted it to. What should I tweak?” If you need help, remember that there are pros out there ready to give you an appraisal. We’re ready at Podetize. That’s what we do. There are other people out there or your coaches. Get advice from the people who you want to sell to, who are the core readers of your show or the core guests that are going to become your future clients.

Go and get the advice from the people who matter most to and what’s resonating with them. Not what’s resonating with your friends and family. That’s one of the things that is important, to be too heavy in sales and in all of these other things. Not taking the opinions and views of the people that matters most. It’s not one of those things. If the laughs aren’t coming, then the improv’s not working and I think that Erin would agree with that.

The Improve It Show, there is nothing you can’t improve. Having a continuous improvement model is a beautiful model in podcasting. The media itself is conducive to it. It’s so ready to make things pivot and flex then update your feed. Go ahead and do it. Take Erin’s advice, please. Go improve it. Everything around it in your career, in your business and in your show. I’m Tracy Hazzard. I’ll be back for another episode with another great podcaster on the Binge Factor.

 

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Tracy Hazzard

Tracy Hazzard is a former Authority Magazine and Inc. Magazine Columnist on disruptive innovation, and host of 5 top-ranked podcasts including: The Binge Factor and Feed Your Brand–one of CIO’s Top 26 Entrepreneur Podcasts. She is the co-founder of Podetize, the largest podcast post-production company in the U.S. As a content, product, and influence strategist for networks, corporations, marketing agencies, entrepreneurs, publications, speakers, authors & experts, Tracy influences and casts branded content with $2 Billion worth of innovation around the world. Her marketing methods and AI-integrated platform, provides businesses of all sizes a system to spread their authentic voices from video to podcast to blog, growing an engaged audience and growing valuable digital authority.
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