How to Irresistibly Make Heart the Podcast Focus of Your Life Coaching Business – On-Air Coaching with Louis Morris, Host of The Heart Matters

TBF 86 | Podcast Focus

 

Often, great coaches work from the heart, especially since coaching is such an intimate practice where people choose to be vulnerable with you. Louis Morris has made the heart the center of his coaching business. Through his podcast, The Heart Matters, he has been helping people who want to have it all in their relationships, including their spiritual lives. In this episode, he joins Tracy Hazzard for on-air coaching to gain insights on how to irresistibly make the podcast focus of a coaching business. They talk about soft selling, utilizing intros and outros the right way, setting the tone of the episode through guest introductions, bringing benevolence to the show, and investing deeply in our audience’s success. Tune into this conversation for more and learn how the heart matters in podcasting and coaching.

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How to Irresistibly Make Heart the Podcast Focus of Your Life Coaching Business – On-Air Coaching with Louis Morris, Host of The Heart Matters

We have another on-air coaching. We did more of those earlier in the year, but I’m excited to bring them back when I can because we learn a lot from these. Tom Hazzard, my partner, and I have been doing a lot of on-air coaching in Clubhouse. We’ve been doing Host in the Hot Seat on Clubhouse. The unfortunate part is it’s not recorded. It’s not kept so there’s no longevity to it. I can’t share it with you and say, “Here’s what we learned. Here’s what we shared with someone. Here’s somebody’s great show.” I can’t do that with you. I’m excited to bring you this episode and I was relieved that the host was going to let me because there are many great things that he has going on in his show.

There are also many things that he could be doing slightly differently that might benefit his business more and it might benefit yours as well. That’s my goal with these on-air coachings. It’s to highlight those things that could help you all be more successful together because there’s a lot of patterns of things that happen out there. Let me tell you about my guest, Louis Morris. His show is called The Heart Matters. It’s helping people improve their relationships and improve their spiritual lives. It is a podcast for people who want to have it all in their relationship from effective communication, affection, being fascinating and fascinated by your partner and having great sex. This sounds like a great show. That’s a great compelling description that he uses, and I love that about the show. The show is so much more than that.

The Heart Matters offers straight talk and insightful interviews on all these issues and more. It’s also a podcast for people who want to improve their relationship with the Creator or establish a relationship with Him and make it stronger. The Heart Matters provides answers and solutions for spiritual questions. In essence, this podcast is about improving people’s lives from the inside out because the heart truly matters.

The great thing about Louis Morris that you’re going to find out about him is that he started this podcast first. He wanted to be a touchpoint, reach out and be passionate about this growth that he wanted to see in relationships among people he could touch through a show. He didn’t know it’s going to lead to a business. That’s what’s so exciting. It’s when people respond to your show and say, “Louis, I’d like more from you,” and you turn it into a business that you feel makes you thrive. He calls it Stirring the Pot when he’s in his success. I sometimes call it In My Element. He’s in his element.

He’s truly where he feels the most passionate and the most useful when he’s doing his show and when he’s coaching his clients, which all come out of the same thing. It’s an amazing show, I can’t wait for you to check it out. I’m going to refer to lots of different little things that I want you to check out in a show, both for things that could be improved and things that are great about his show. You’re going to want to check out The Heart Matters with life coach Louis Morris on your favorite player. Let’s go to the on-air coaching session with Louis Morris.

About The Heart Matters Host Louis Morris
TBF 86 | Podcast Focus

The Heart Matters: Helping People Improve Their Relationships and Improve Their Spiritual Lives. It is a podcast for people who want to have it all in their relationship. From effective communication, affection, being fascinating and fascinated by your partner, and having great sex.

The Heart Matters offers straight talk and insightful interviews on all these issues and more. It is also a podcast for people who want to improve their relationship with the Creator, or establish a relationship with Him and make it stronger.

The Heart Matters provides answers and solutions for spiritual questions. In essence, this podcast is about improving people’s lives from the inside out because The Heart (truly) Matters.

Follow Louis Morris on Social:

Facebook | Instagram | LinkedIn | YouTube

Louis, thank you so much for joining me. I’m excited to talk about The Heart Matters and I love that you have that as the central. You chose a name that wasn’t like The Louis Morris Show. You chose a name that was about heart matters. It shows the place that you’re serving in your podcast and it truly expresses that going on. Plus, it ties nicely to your brand and your website so I’d love to see that going on there. You’ve got a lot of nice things going on. Tell me why you decided to start the show.

I always wanted to interview people when I was younger. I grew up in a project so I would rehearse in my bedroom. I wouldn’t tell my friends because they would have thought I was soft or something like that. I’ve watched all of the shows, Johnny Carson and Letterman. I didn’t want to do a show like that. I want to do more of a show like Barbara Walters’ interviews, what Oprah does with Harry and Markel. I want to do that. I would rehearse in my bedroom. I would be the host and the guest.

You did both sides of it. I always wanted to be a press person and I had a press hat with a little thing and a typewriter. You’ve been prepping for this your whole life and now you got this chance. What made you say, “Podcasting. That’s the thing. That’s where I’m going to start this.”

That was the opportunity that I had because, at first, I could do it on my phone. They have these apps where you can download them on your phone and you could do it on your phone. I started on my phone. When I first started, I didn’t know that I could interview people as well. I thought that I would come on and talk for maybe 15 to 20 minutes about a subject that I felt that needed to be talked about. I didn’t have a name for it at first. It was something that I was doing. As it evolved and people started paying attention to it, I said, “I have to give it a name and a photograph and make it more professional.” If you looked at the early ones, it’s clear that I had no idea what I was doing.

That’s the great part about podcast audiences, they’re nice and forgiving. They’re happy to come along with us. You have a great voice for it, that’s an easy thing. You have this nice resonance voice and you have a nice paced way that you talk when you’re talking on your topics. Also, excitement. You love people. It’s great when you’re doing an interview. It’s a different energy than when you do it on your topic shows, but they’re still both equally amazing. You’ve got something going. I can see why people like your show.

I appreciate it. The reason that I named it The Heart Matters is a tradition. I don’t know if anyone would be familiar with it but it’s a tradition that states that there’s a morsel, a flesh in the body. If it’s good, the whole body’s good. If it’s diseased, the whole body is diseased. Surely, it’s the heart. I wanted to name the show something centered around that particular tradition. I wanted to have people on it and we’ll talk about beneficial stuff. We have lighthearted moments up there but I wanted people to come on and talk about beneficial stuff. That’s why I named it The Heart Matters and it works.

It does work. It’s a great name for you. You’re a life coach and more importantly, a relationship coach. You work with a lot of couples. How has the podcast fit into the business goals that you have?

It hasn’t fit into it well yet because I hired a new coach. She’s looking at all my stuff. We’re going to work on some verbiage and we’re going to change some things on the website. I started too broad. I was trying to coach couples who are having problems in their marriage. What I found was on social media, on Instagram and the like, more people were coming and interacting with me who were divorced, who had a breakup or who wanted to get back into the relationship scene.

They still have relationship goals, they’re just not necessarily defined as a couple yet.

It’s either they divorce, they broke up with somebody, or they want to get back into the relationship scene. These are the people that have been coming to me. These are people that I’ve been working with. Because of that, I have to niche down to that.

In a way, you’re opening up a little bit in terms of your languaging so you’re being a little more universal in who you’re covering. I don’t think your topics are any different and that’s clear. You’ve done some great shows where you have things for them to consider. You’ll pose questions that they should ask themselves like, “What do they expect from a relationship?” If you’re not clearly defining what you want from this, how do you expect to get it? That’s a great topic right there. It doesn’t matter whether you were divorced and looking for what will be next for you or you’re in a relationship today. That’s a great idea to be setting up that question for myself to be thinking about what do I want and am I setting those expectations so I get that at the end? Thinking about that, your topic still fits no matter what. It’s your languaging around who that might change a little bit.

You’re going to be great. That’s a great solution for you to start to see. I love that the conversation is happening somewhere. Whether it’s happening on Instagram, it’s happening with people emailing you, or they’re saying to you in person. You’re seeing that your audience might be different than you originally intended. That happens to a lot of us podcasters out there. I started a tech podcast as one of my first shows. We thought it would all be geeky, 14 to 25-year-olds in their garage. It turned out to be a bunch of retirees and a bunch of teachers in the Midwest. It turned out to be a whole different audience than we expected. That’s a great a-ha because it shows that you’re getting engagement. You’re doing something right and that gives you an opportunity to work on something, to change something. It’s great. I love that. If you had a goal for your show, what would it be? What would you like to see it do for your business?

I love coaching. I told my coach that. I didn’t know how much I loved it until I started coaching people. When you start coaching people and you’re dealing with intimate matters, I’m not talking about business and I’m sure that’s fine. I’m sure that people who do business coaching and stuff like that and get their satisfaction. When you’re dealing with matters that affect the heart deeply, you see people have those a-ha moments. Some people that I’ve been talking to and coaching have even cried when I’m talking to them. I ask them certain questions that they didn’t consider regarding relationship issues. It’s a profound thing. I don’t want people crying on the podcast. It’s fine if they do.

You would like to see the podcast lead to more coaching. That’s the ultimate goal. Whether it’s happening on the show or off the show, it doesn’t matter as long as more coaching is the net result. We’re going to coach what we do. We’ll move into a little bit of the on-air coaching part that we’re going to do, now that we have a sense of that’s our goal here. For some people, their goals might be advertisers and things like that and that’s not right for you because you’re creating an intimate situation. If you were to start hawking Match.com on your show, that would be awful. It wouldn’t be in line with the tone that you want to set.

If the audience is listening to more than one episode after another, we don't want to make the intro and outro super long. Share on X

We’re not here to do that. We’re here to say, “We want Louis to be the coach you want after listening to the show.” We want them to get comfortable with you and we want them to come and feel like they can reach out, and feel that that invitation you’re leaving for them on the show is a true invitation. They are invited to book a call with you and that they should take advantage of that. They would want to not only take advantage of it, but they want to do it. That’s what our goal with the show should be. Are we comfortable moving on to the coaching part of that?

That’s fine.

You do a great job of connecting and lifting in the conversations that you have. I hear this wonderful tone that you have throughout, the resonance that you have throughout it. There’s a difference. I want you to go back and listen to your episodes. I want you to listen to the beginning and the end of your episodes as opposed to the content. I want you to compare it to when you’re talking about the top topic in the middle. Your show is not edited, meaning that someone isn’t going through and editing the audio on you, which is fine. You have a hesitation. You have a lot more of uhms and ahs. There’s less confidence in your voice when you’re doing the intro and when you’re doing and close. When you’re asking people to find you, like you and share you, when you’re asking people to help you and you’re sharing doing what I would call the soft selling side of it because you’re not heavy selling, there’s a lack of confidence there that is coming through in your voice that is not there at all in your interviews or your topics.

I’m still uncomfortable selling. It’s not that I don’t understand that I have to do it. It’s not that I don’t feel that what I have to offer has value. It’s that I’ve never sold.

I have given speeches for 25 years and I would give speeches on stages all the time. A few years ago, I went and got someone to teach me how to sell from the stage. I pretty much only do about 10% of what he taught me because I never do a heavy sell. That’s not who I am. What I learned there was a confidence level that served me invaluably. One of the first things I want to shift with you is, first off, you have to do the selling on your show. I want you to think about that.

I need you to explain that. I need to get that down. What do you mean, I don’t have to do the selling?

What if you had a professional intro and outro that did it for you? What if you had the voice of authority and announcer who said, “Here’s where you can find Louis, everywhere on social media. You can go to LouisMorrisCoaching.com. He’s got a course. He’s got these things.” What if you could put that into a formal intro and outro that does it for you. The only thing that you would do is do the opportunity and invite portion?

In other words, let’s say you talked about a serious topic about people who may have experienced the loss of their spouse or something like that. You can make that specific opportunity and saying, “If you’re dealing with a loss and I know that a lot of you are because of the pandemic and because of other things, I want you to remember that I have this opportunity for you to have a call with me. It’s on my website at LouisMorrisCoaching.com. I would invite you. I look forward to helping you through this hard time.” You’re saying that and talking to that person in a specific way of what you’re inviting instead of having to do this whole spiel, which makes you uncomfortable of, “Subscribe, rate, and review.” There’s so much to cover in that and you’re like, “Did I do it all?”

There’s a nervousness that comes from, “Did I remember to say this? Did I name my Instagram page?” If we remove it to only the thing you want to invite them to do at this moment, based on the heavy topic or the topic that you talked about or the interview that you conducted where there’s a relation to that like, “Come and find this person by finding them on my website.” You’re making that one single call-to-action opportunity. That’s it. We don’t have to do this formal stuff anymore. You’d be surprised how much better it is to have somebody else say, “You should do this. You should check out more from Louis Morris.” You’d be surprised how much that works for you.

We were talking about Oprah and David Letterman. They don’t introduce themselves. I’ve raised this point before. When Steven Colbert started his show, he thought he would break the mold and announce himself on the show. It lasted one week before there was so much backlash against that. He stopped it. It was having this weirdness to it where he was like, “I’m great. Come and find me.” It had this weird uncomfortableness to it. Instead of, “You’re listening to Louis Morrison on The Heart Matters. As always, you can find him on his website and these social media.” That sets a tone and a repetitiveness of doing the same way that helps the audience act faster. How do you like that?

How about we accomplish something like this? What would this look like? What would it cost? How much do I have to pay?

First off, I’m happy to help you. We can talk about that. For most of you, you can go on Fiverr and get this accomplished for $25 to $50. You can do intros and outros. You do need to script them, don’t get me wrong. You should script them and say them because sometimes we write things that don’t read well. When someone else reads it, it doesn’t have an energy level. I like to write it out so it’s the right thing. I like to say it myself within my energy so that whoever I give it to as a voiceover artist will utilize that as a model. I hired them because he has a male voice and I wanted a different voice. I want a different tone to it. You can contrast yourself by hiring a female voice artist. Add a little music underneath it and the whole thing works. There are people who do this on Fiverr that you can hire.

We’re a company, Podetize. We do this for all clients and I can help you with that as well on a single thing. It would make it easier for you. I don’t suggest it to anyone. Podcasts should have a professional intro and outro but we’re making them shorter and shorter in terms of intros and slightly longer on the outro side of it so you accomplish more connections in selling over there. The audience, if they’re listening to more than one episode after another, we don’t want to make it super long. These are short, sweet to the point, but transfer that authority to you and it gets a lot of this messiness at the beginning out of the way so you can hit the ground with the confidence of the topic that you’ve got going on for you.

It should be inexpensive. I’m going to say that to all of you out there. If you spend more than $100 doing intros and outros, that’s because you went and got fancy music and high-end recording artists. You don’t need that. It should be inexpensive. This should be an inexpensive one-time thing that you do. It’s super simple and that’s an easy add. It takes away a little bit of the extraness you need in the show. I do want you still to make an invite to your audience. Even if you don’t have something you want to sell, say, “If this resonated with you, would you message me on Instagram? Message me wherever you prefer on social media.”

TBF 86 | Podcast Focus
Podcast Focus: A podcast should have a professional intro and outro, but we’re making them shorter and shorter and shorter in terms of intros and slightly longer on the outro side of it.

 

Instagram sounded like a place where people contacted you. I suggest you stay with that one place, “Message me on Instagram and let me know your biggest challenge. If you’ve reflected on this question and you want to share the result with me, share it with me on Instagram.” You’re inviting them to engage with you. That’s the one thing that you do but it’s related to the topic. It’s not this general, “Like, rate, review, subscribe. Come and join my email list.” It’s none of those kinds of things. It’s direct interaction. When they interact, what I like to do is when they do engage, I comment back to them immediately.

When they say something, they send you a post or they send you a message, comment back personally and immediately and say, “This is wonderful. Would you like to talk further with this?” This is an invitation to have a further discussion, “I want you to know that I have free coaching calls. I have free touch points out there for you. I have a webinar. I’d be happy to send that to you if you’re interested.” This gives you the conversation place after the podcast. You’re now building a relationship with that fan. I know you know how to build relationships. You should be good at it.

That’s the simple area. I consider these things, it’s what I call housekeeping. I’ve got to tell people where to find me. Sometimes when we’re doing interviews, it feels weird to have a housekeeping thing. That’s also another reason why a formal outro is easy because you end your interview you don’t want to say, “Let me sell you my webinar or let me invite you.” You had an interview with someone else so that’s a weird situation. What I like to do is leave that invitation, that opportunity that you offer at the close of an interview. You would say, “Thank you for being on the show. I appreciate you. All you listeners out there, you can find my guests by going to the blog post for this episode at LouisMorrisCoaching.com.” You’re inviting them to go to your core website to connect with the guest.

I know you ask your guests a lot of times, “Where can they find you?” I asked my guests ahead of time. You know because you filled out the form, it’s actually in the form. I ask them ahead of time so when I do the close to the show, I’ll be saying, “You’ll be able to find Louis on Instagram, LinkedIn, and all those places that you’d like to find them. Go to the blog post for this episode.” I’m driving them to that person because I want them to remember that I’m the one who gave them the value by inviting them on to an interview.

I also want to make it so my audience is served by the fact that they only have to remember one thing. I don’t have to figure out how to spell your guest’s name. I don’t want to figure out how to find them. I don’t remember anything but the thing you’ve been saying again and again in intros, outros, and throughout the show is LouisMorrisCoaching.com. I’m reinforcing where I want to drive everyone and that’s the only thing they won’t forget just like I didn’t forget it, and I only listened to a handful of your shows. That’s important as a way to close those interviews off but still get traction from it to your website, traction from people coming through that so you can see that they’re responding to those episodes. Is that helpful?

I spoke to Raphie Wagner.

I had her on my show. Her episode already aired.

Raphie raves about you and what you do. She is about to switch. I don’t know if she’s going to be working with you. Is she going to be working with you?

I hope so. I am looking forward to it.

You and she already talked about that?

We’ve talked about different things. We definitely talked about it and we have not come to a solidified arrangement yet, but I’m looking forward to having her work with us.

How would this work? If I wanted to have The Heart Matters part of The Binge Factor Family, how does it work?

The Binge Factor is a show on Podetize. Anyone can have a show on Podetize. We have lots of clients. We have The Conscious Pivot on Podetize. We have 560 something shows on Podetize. Podetize is where we all are housed where there’s coaching and other things like what you’re getting from me, although nobody gets that from me. You get this lucky spot because you’re willing to share this with an audience too. You get this lucky spot of being able to share what I have to say. We do them sometimes in the Clubhouse, that’s how I met Raphie. I got to give her on-air coaching in Clubhouse, which was so much fun, and then she came on to my show as well.

The idea is that you have your coach who’s helping you through your business goals, your website, the things that you need to accomplish. We need to support that better in the podcast industry. That’s what I’m working here on The Binge Factor and I’m working on Podetize to make happen for everyone so there’s a complete support system. As you may know, there are a lot of podcasters out there who quit their show and they quit pretty early. It’s called a high pod fade rate. People quit at 10 or 25 episodes, 24 is the number, right around there.

Intros and outros should be inexpensive. This should be an inexpensive one-time thing that you do. Share on X

They’re always quitting their shows and not giving it the long-term value because they don’t have the strategy and goal in mind from the beginning, and they aren’t making shifts in their show as they’re seeing success. It’s so great, Louis, that you saw people interested in it and said, “I’m going to get a little more professional. I’m going to get a professional cover art design. I’m going to give my show a real name.” I’m recommending your next step is to have a professional intro outro.

You make these shifts over time, you don’t have to do this all at once. You can say, “I’m ready for this. I have the budget for it. I’m ready to take on another thing and change something about my show.” We want to be here to support you both in the podcasts that we’re putting out at The Binge Factor and Feed Your Brand. That’s why Podetize has weekly coaching as a part of our hosting program. I’m not here to sell anyone. This is not the point of it. We have our hosting comes with coaching because we realize that you may randomly have a question and it’s not okay to go check an FAQ on some website. We want you to be able to actively ask that live and that’s we have weekly live coaching. That’s why we have our Clubhouse.

Our Clubhouse for this episode is Asked Anything Podcasting and that’s on Tuesdays. On Thursdays, we have Host in the Hot Seat so you can hear us do a critique like this of other people’s shows because you might learn something from that and say, “I have that problem too.” Someone is learning from the fact that you had little uhms and ahs going on and I heard that in the introduction section of your show and they may be like, “That’s me too. I could try a professional intro. That sounds like a great idea.”

What we want to do here is to create this bigger support structure and create an environment where people like Raphie who have amazing experiences and what they’ve done with their show and a lot more technical knowledge because she’s pretty tech-savvy, be able to support other people not just have it be my viewpoint. I’m of the viewpoint that the more data, the more information and the more success stories we gather together, the more we see a pattern of things working. You’ve probably done that in your business.

If I ask these questions, I get better results. If I have people contemplate these things, they get better results. That’s what I’m always looking for. How can we amp up our results so that we do less work but get higher returns on that work? That’s always the way. Instead of saying, “This is the way I started my podcast. You should start yours this way too.” It’s programmatic. That’s not good for anyone. You’re not me. We’re not the same person. Our shows don’t have the same goals.

One of the ones that I’m going to suggest to you next is we did an interview with Kim Seltzer and I recommend this to life coaches all the time. Kim Seltzer is a successful relationship coach. She has a podcast called The Charisma Quotient. The Charisma Quotient is a well-defined show. She’s had it since 2016. It’s been quite a while since she’s had the show. It’s changed and pivoted. She’s gotten a new cover art and she renamed it at one point. She’s changed the show over that whole time that she’s done the show.

In today’s embodiment, she does some things that would be great for you to look at in terms of modeling. Her one show of the week, her first show of the week is a topic just like you’ve been doing some topic shows. Her first show of the week is the topic. She wants to have a direct conversation with her clients and her listeners, the prospective clients out there. She wants to do that. She sets a topic. It’s a shorter episode. It’s not as long as the interviews and it’s not as long as the others.

The second one she does is an interview but she does something interesting in the interview she gave me on The Binge Factor here. She talks about the introduction section of the person she’s introducing. You interview someone and you give an introduction of them, why are they on the show, who they are, why they’re successful, maybe there’s a personal story behind it and you’ll tell that. She does one more thing. She sets the tone of the conversation. She invites other relationship coaches into her show but she’s setting it as a debate and discussion between two coaches.

It’s an interesting model because what she wants is that if another relationship coach has an audience, fans on social media, maybe listeners if they have a podcast, but those might not be the right people for them. They might be right for her as a coach, so she wants that transfer. She wants that person’s listeners to become her listeners and maybe her clients. Of course, the person coming on the show is expecting the reciprocal. We’re expecting that cross-exchange of the audience. In podcasting, the audience exchange is generous. I’m more than willing to listen to multiple podcasts if I want to improve my life. They’re not going to lose anyone by having that happen but there might be more resonance with someone that says, “Kim’s the right coach for me,” just like there might be more resonance that Louis is the right guy for me. We want that to happen.

By setting the tone of what they’re going to discuss for the day, they’ve set it up as two great coaches tackling an issue together. You set it up on this much more equal ground, which is an interesting way to go. It might be something you want to try because I bet you have conversations with other coaches out there about, “How do you tackle this with your clients? Let’s talk today together about the ways you’ve done it and the ways I’ve done it.” It’s much more of an equal conversation than it is an interview. Not that there aren’t a few interview pieces in there so you can get to know the person but, for the most part, that’s there. What do you think of that idea?

I haven’t had many relationship coaches on.

You could bring people and she does this too. She’s a dating expert so she might bring someone who’s a stylist because there’s confidence in how you look. There might be some ancillary things. You might want to bring a coach on who is a coach for divorcees with kids because now have, what do you do with the kids in that? You’re saying, “I’m helping to coach these divorces to get out there and go on to the next thing, but their kids are resisting it.” What do you do when you coach these families? Getting their input and their insight could be great for your audience and adding a broader viewpoint to a topic.

Because they have followings. You want to make sure they do, they have fans out there and they’re out on social media, they’re following might become your following and that is important. If we’re going to do interviews, we want to have it benefit us from that cross-promotion. Benefit them and benefit you so you’re doing both at the same time. The third show that Kim does because she does three a week, which I’m not suggesting you do. You can always do three different styles in a month. It doesn’t have to be in a week.

The third style she does is what we’re doing here, on-air coaching. Somebody applies to get a free on-air session with her and she does it on-air with them. It’s not for everybody. Some people want to be private about it, but there are people out there who are willing to because they can’t afford you, but they want to get to have an hour or 30 minutes with you or whatever that is. They’ll do that. They’ll come on air. They’re open to that. When they do, what happens is your audience hears you in action. They hear what your coaching is like and they go, “I could do that. I could see myself in that seat.”

TBF 86 | Podcast Focus
Podcast Focus: Podcasters are always quitting their shows and not giving them long-term value because they don’t have the strategy and goal in mind from the beginning.

 

I’ve been married for almost 30 years. If I were to give relationship advice, it’s great that I can give my perspective to it, but there’s someone in the audience that goes, “I have different problems. I’ve only been married five years.” It doesn’t have the same perspective. If you’re bringing in different people from different backgrounds and values, when I’m in the listener seat, I go, “That person matches me. Louis is helping them. He could help me too.” That’s a way to close that gap of that hesitancy to reach out to you and close a client loop.

The other thing that tends to happen is that person who walks away from that coaching call with success and comes back and says, “I would like to do business with you. I would like you to be my coach, Louis. I did what you said and my life is infinitely better. I’m valuing what you do that I can find the money to do this, even though I thought I couldn’t afford it. I realized that I can’t not afford it.” That’s what you want them to say, “I’m investing in myself. We want to get them to that place. These are just some ideas. I don’t want you to go ahead and go out and do all of them.

I want you to go through them and say, “These are some considerations on ways in which I could improve my show and I could do something that might achieve a goal better for me but what feels right for me?” What feels right for me now is also important because doing it all at once is crazy. You might want to tackle the intro outro. A couple of months from now, when your website is ready and you made some of those other changes and languaging changes, you may say, “I’m now going to go out and seek some other interviews with these other types of coaches and I found the ones because I listened to some shows, and I said, “These are the right people for me.” How is that feeling? Are we feeling overwhelmed or are we good?

This is gold. I have to take notes.

Don’t worry. That’s why you’re getting a recording.

I have to write things down. I’ll process it better and I can think about it. I like the first idea and the last idea, the intro and the outro. I could see how that could be useful because I’m not good with the selling thing.

That’s okay. You’re going to get better at it.

When I’m talking on a podcast, I’m okay. When I get into my subject matter on the podcast I go because I’m stirring the pot.

That’s why I’m inviting the readers to come and listen to your show and listen to those three segments separately because there’s a different energy in your topic. That is amazing. If we can get that energy at the beginning and the end, we’re going to be gold all the way through your show.

I have a love for helping people with intimate matters. One show comes to mind where I ask three relationship questions. One of them was, “What is it that you want out of the relationship?” Once I start talking about that, I’m stirring the pot. There’s no nervousness there or anything like that because I know what I’m talking about. When I’m dating someone and I’m going out with them, I know what I’m looking for from this person. Also, I’m not trying to sell anything. I’m talking about something that I’m passionate about.

I’m going to stop you there because I want to do your binge factor. You’ve hit on a little piece of why your binge factor is there. For those of you out there, you know that on our regular shows that we always analyze somebody’s binge factor and we say why that’s what’s making them successful. This is the factor that in Louis’ case, I don’t want him to mess with. This is the factor of where his success lies and he’s doing it now and if you messed with it, and didn’t keep it, that wouldn’t work for him. The binge factor is the thing that gets listeners to come back, buy from you, ask for more, listen to all the episodes, and that’s why they do that. We want them to get you in their ear through this again and again. That’s why the binge factor is so critical.

Here’s what I’m going to term your binge factor is. The binge factor for The Heart Matters is the benevolence that you, Louis Morris, bring to the show. When I use the term benevolence, which I know is a spiritual term that you get. Benevolence is combining in a sense your intense passion and deep commitment to the success of your clients and the audience. You were invested in us being successful as listeners, and you are putting that care of what you’re giving to us above your business goals.

In other words, you’re not holding back anything. You’re giving freely of the information, of your content, of what you share with us because, at the end of the day, you care more about us than you do your business. The reality is your business will come from that deep caring. When we show benevolence for others, it is the number one factor that says, “I want to reciprocate that. I want to do business with you. Even if I’m unable to do business or you’re not the right person for me now, I’m likely to share you with someone who is. I’m giving back to you because you gave to me.”

Benevolence, in and of itself, to me is the first and foremost thing that we as podcast hosts need to bring to our shows. It’s a deep care for our audience and you do this tenfold. This is where you excel and it’s where you’re deeply invested in the success of your clients and that’s coming through in your show to the audience and sounding like you’re deeply caring about me as a passive listener. That goes to me not wanting to miss your episodes.

Google will reward the spoken word more than it will reward the written word. Share on X

I like the first and the last thing about the on-air coaching. I’d never thought about that and I never considered that.

You can keep it micro. You don’t have to tackle their whole relationship. You could tackle one thing. You can keep it short, you can keep it 20 to 30 minutes. You can tackle one goal that they would like to have or one shift that they’d to make in the show because you don’t want to air everything out. When you listen to Kim Seltzer do this on her show, you’ll understand. It’s not okay to let them go off on all their whole history of everything. You do a pre-call and you understand a little bit of that history, but you’re there to focus and help both the audience learn through this person and this person make a shift by asking them questions, by getting them to think about it.

Sometimes they do get choked up on the show. It does happen but that’s because you hit the spot that that was right for them. They know it or they get joy and you hear it. You hear the breakthrough. If those happen on your show, that’s going to be beautiful. That’s your ultimate goal. We want to make it small and a single thing that we’re accomplishing because you can’t tackle everybody’s entire relationship in every session you do with them anyway. You’d be thinking about that. We keep it small. Here’s the last thing that I want to leave you with in terms of coaching because you’re going to be working with a coach on your website things. You have small blog posts for the podcast episodes. The problem is you have a great topic. You also have blogs that you’ve written. Why aren’t they the same thing? Why aren’t you using your topic episode as the blog for the week?

I don’t know how to do that.

You can. You’re writing blogs anyway.

I like writing blogs.

That’s great but it takes a lot more work to write one than it does to sit down and speak on the microphone, doesn’t it?

Yeah.

The blogs are shorter. They’re not usually as many words because you take more time, you’re more methodical about writing than you are. Here’s the thing, Google will reward the spoken word more than it will reward the written word. When I’m looking for a relationship coach or a life coach, Google’s going to decide who comes up on the first page, not a human being. We need to make sure that our websites do that for us. That’s where we are combining written blogs and spoken blogs, which are transcripts. I call them Verbal SEO, verbal search engine optimization. You may have heard that term before because of the words that you’re using when you speak, they’re different from when you write.

You will be repetitive enough but you’ll use slight variations on the words and you’ll also use them in layman’s terms. You’ll make it so that you’re not using scientific terms or industry terms for some of you out there who might have industry shows. You’re using the terms that your audience can clearly understand when they’re not in the know of what you normally talk about every single week or what you would talk about with your clients. We’re not defining any psychological profiles or anything.

We’re using the term of what I know as pain or aspiration. When we blog those as straight transcript blogs, we don’t mess with them. We take out uhms and ahs. We fix them and edit them a little. It will take you a heck of a lot less time than the actual written one but it will have more power of getting organic keywords associated with you and your coaching business. That’s what we want to happen. You’ve got all this great content, now we want to make that connection happen.

Louis, there are technical things and power things that power up a little bit like the intro outro. There’s going to be a little power-up on the effectiveness of what you are doing and saying on your show. The technical and power things, we want to tackle them in ways that we feel comfortable with in an order of which we feel comfortable within, at a pace that is helping us grow our business. Is there anything else? Any questions? Anything burning about what your show is like and how it’s working that you have a question for me about?

You already dealt with the main one. I need to get rid of the intro and outro except for the interviews. I read what the person sent me. I put a bio together. When they send me their bio, I put it together in a way where I don’t read everything that they sent.

You personalized it. I’ve heard you do that.

TBF 86 | Podcast Focus
Podcast Focus: Benevolence in and of itself is the first and foremost thing that we, as podcast hosts, need to bring to our shows. It’s a deep care for our audience.

 

I read what’s written. It’s on the computer. I read it like that and most people like that. They like when I read their bio. They like my voice.

You should still do that and that’s not something you would have a voice-over artist. A formal intro is about making sure people know they’re in the place for your show and know how to find you. It’s super simple. You don’t have to do housekeeping items before your interview because that’s weird or housekeeping items immediately after your interview, it’s also weird. You want to have that interview piece be all in its entirety.

The only time I use what I call housekeeping, which is sending people to the website, is when I’m going to say, “If you want to connect with Louis, here’s where you’re going to go. Go to the blog post for this episode at TheBingeFactor.com. I promise you, not only are you going to have all the links to social media and this website, but I’m going to give you a sample episode that you should take a listen to.” I might say something like that or a download they offered or the link to the book they mentioned on the show.

This is what you’ll say because you’re reminding them where to go for this particular interview person. That’s a great way to close the show and end the interview piece. What I would do is I usually mention that, and I’d say, “Louis, thank you so much for being on the show. I appreciate your time. Are there any last words you’d like to leave our audience with? Are there any last pieces of advice?” I’d have a last question that follows that housekeeping item because that way I train my listeners. As soon as I say, “You can go to TheBingeFactor.com,” I don’t want them to tune out. I want them to come in and stay all the way through to that formal intro starts playing. I want that thing to be the last question. Keep that power that you’ve gotten in the middle. That’s your power piece. Keep it in your interviews. Keep it all you. You’re in your element.

I’m stirring the pot.

I love that term. That’s how I feel. I feel like I’m in my element when I’m doing that. That’s a great feeling. You know you’ve got it right and you know when you don’t, and you know when it’s not right. This happens on occasion. Feel free to dump an episode. If you felt that was off, your audience will know, whether it’s in an interview that didn’t feel authentic. I’ve had people come on and be interviewed and they were just reading sound bites. They’ve been overly prepped by a media person and I couldn’t get them to give a real answer to anything. I felt at the end of the day, I don’t want to share that with my audience. It doesn’t feel right to me. Go ahead and do that.

What do you do with it?

Usually, I’ll make that because I’m a nice person and it’s only happened three times in the thousands of interviews I’ve done. I usually will say, “Something technical happened. The sound was bad. I’m not comfortable with airing this episode. I’m going to hold this and I’ll get you back on my schedule,” and it never happens. They also know. They won’t push to get back on the show because they walked away from that interview going, “That was awkward. I didn’t feel good about it.” They have the same feeling. They just won’t admit it either.

Why did they prep so much for this? Why do people do that for the show?

Sometimes they hire a publicist who over-prep them or they’re prepping them for radio and TV, which is different from podcasting. There’s an uncomfortableness that they didn’t expect because they never tried a podcast interview before. It’ll typically happen when it’s someone new to podcast interviewing. I’m not worried about you. You’ve got this, but feel if you don’t feel it’s the pot you wanted to stir that day, then you hold it or don’t air it because you know and you’re in control of that content for your audience. You know when it’s good. I want to ask you for it so you can share this with the audience. How does podcasting make you feel?

It’s great. I love it. That’s what I started with. I didn’t start with the coaching. I started with podcasting. The coaching came from the podcasting.

It led you to a business that feels right for you. Louis Morris, The Heart Matters with life coach Louis Morris, I love that you found your place. I love that you found the show that’s right for you and the business that’s right for you as well. Thank you for sharing that all with us here at The Binge Factor and with our audience. I appreciate you.

Me too. I appreciate you having me on. Thank you.

Keep podcasting out there. As always everyone, TheBingeFactor.com and I’ll connect you up with Louis and all of those resources that I offered Louis as well. Thanks again for reading everyone. I’ll be back next time with another 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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