Relationship Building Podcast Content That Makes The Right Touchpoints To Fit Your Ideal Client Like Laura Meyer Of The Scale With Joy Podcast

TBF 99 | Relationship Building

 

Finding your audience is important for podcasting. It doesn’t matter if they listen to every episode, as long as they fit your message. Networking and relationship building has been something Laura Meyer practiced for a really long time. After the closing of some of her companies, she was at a loss. But with the power of relationships, she was able to bounce back and come online stronger than ever. Laura is now the co-founder and CEO of The Advance Women’s Network and is also the host of the podcast, AI-Driven Marketing. She joins Tracy Hazzard talk all about engaging and growing your audience through the power of relationships. Join in to learn more!

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Relationship Building Podcast Content That Makes The Right Touchpoints To Fit Your Ideal Client Like Laura Meyer Of The Scale With Joy Podcast

A host came across my desk that I’m her perfect audience and profile. I’m a female CEO of a company that’s going from 7 to 8 figures. I fit right into her wheelhouse. It was exciting for me to get to evaluate a show from the standpoint of being that target audience. Often, I listen to a show and I’m like, “I’m not the audience for this one but it’s cool. I see some great factors, initiatives and cool things but it’s not my show.” This one, in particular, would be a show I would listen to. As I was checking her out and enjoying her show as I usually do, I try to listen to three episodes. That’s my model for everything that I do. I got to listen to some interesting episodes and things that I chose.

It was so unique because one of the guests that she had on her show mentioned teaching a course on how to be a textile designer, of which I have a degree in Textile Design. It’s so shocking and so much fun when something is that tightly connected to you and it happens to be this obscure match to either the host or to the guest. That creates a tremendously quick rapport. Getting to those stories and people to tell those things that you may not hear otherwise that’s maybe not in their bio, those are some great tips right there. Laura does that well. Laura Meyer is my guest. AI-Driven Marketing is the name of her show, although she has a new one starting and she’s going to give us a little hint on that.

Laura is a serial entrepreneur who spent fifteen years scaling multiple 6 and 7-figure online and offline companies. She found herself at a total loss and having to start over again, relying on her own expertise. From there, she quickly grew a consultancy helping high-impact women create brands that make a difference in the world. Driving results that go beyond likes, shares and going viral, Laura utilizes her proven framework based on her deep knowledge of marketing and brand strategy to help female expert entrepreneurs stand out from the noise and connect the hearts and minds of their ideal audience. As a lifelong student, Laura has completed the EOS/Traction online facilitation training, Building A Storybrand, ASK Methodology, Facebook Page Growth Strategies, Tribe Online Membership and is certified as a Frank Kern SANDOR consultant. Her advice has been featured in Inc., Entrepreneur, Forbes, Success Magazine and Working Mother.

You are going to love this. In our prep up for the interview, Laura asked me, “I want to talk about something different. I was listening to your show and thinking about maybe taking the topic this way and adding this in because I can talk about scaling but I can also talk about relationship marketing and referral marketing. It would be more valuable for our audience.” I’m going to let her go and talk about all those things. I love it when a guest has the perspective of what new can they bring your show. That’s when you know you’ve got a great guest before you’ve even started. You’re not going to want to miss it. You want to stick around and get to know Laura Meyer talk about Scale with Joy and everything she’s doing to make her podcast help her business consultancy grow.

Scale With Joy Podcast Host Laura Meyer

Laura Meyer is a marketing consultant, profit strategist, and growth coach at JoyBrand Consulting. She is also co-founder of The Advance Women’s Expert Network.

As a serial entrepreneur who has scaled multiple six and seven-figure online over the last fifteen years, Laura knows first-hand how hard it is to create a brand that stands out from the crowd.

After making the hard decision to close her traditional business, without having any idea what she was going to do next, Laura experienced the impact that a network of peers can have on each other.

Because of that network and the relationships she had built, she was able to re-emerge as an expert of experts, a one-to-one high-ticket consultant, and is now dedicated to helping other women scale their businesses with joy.

Laura founded The Advance Women’s Expert Network with her business partner, Kelly Roach, to address a gap in the market. The Advance is the premier network for female coaches, consultants, and 1:1 service providers looking to increase visibility, build strategic referral partnerships, and become a true category of one.

Laura is a busy mom of three, enjoys playing tennis with her husband, and walks with their Labradoodle puppy, Joy!

Follow Laura Meyer on Social:

Social:  Instagram  | LinkedIn | Facebook

Laura, thanks for joining me. Scale with Joy, was your podcast always joyful from the beginning?

Yes, but my business journey was not. At least one thing was. I’ve been an entrepreneur for many years. When I was starting to scale companies, it was not so joyful. I don’t know if any of your readers might relate to that at all. I felt like, “This is something that needs to be talked about and brought to the forefront.” Every day of building an empire is not a total joyride, but what we wanted to do is try to enjoy the process because that’s why we became an entrepreneur, to begin with.

That’s why we became podcasters, to begin with. We need to enjoy the process a little bit. This is my favorite part, getting to talk to people like you, Laura. What’s your most joyful part about podcasting?

I love the connections and meeting people much like you are such a proponent of on your show and using it as a way to create relationships and connect with people that you probably wouldn’t have otherwise. It’s interesting because my podcast, I do use it as a way like a business card in a lot of ways because I am a high-ticket, low-volume consultant in one of my businesses, which we can get into, but my primary consulting business isn’t something where I’m looking to knock the doors off. I don’t have to be in Apple’s Top 10. It’s not important. What’s important is that when people find me for the first time, they start binge-listening and it builds my authority before I got into a consultation call with them.

Also, it gives me an opportunity to meet other people that would not only be great collaborators but great clients. That’s what I’ve found for that podcast. I don’t think every podcast and I’m sure you agree has to be in the top rating of Apple to be a valid part of your business strategy. It’s being aware of how you’ll use it. I’m about to launch another podcast for a business that I own with our mutual friend called Kelly Roach. That’s going to have a very different purpose and agenda in terms of what I want to accomplish with it and I’m approaching it accordingly. It is a matter of knowing what you wanted to do.

Having a strategy from the beginning. Where so many people go wrong and I hear it on your show where there’s this point at which you need to shift. You’re already at that next stage of scaling. It’s a whole lot easier when the measurement is, “I’m going from 6 to 7 figures, 7 to 8 figures.” That’s an easy measurement to say, “I’m going to deal with a bunch of things to scale,” but we don’t have those metrics on our podcasts, especially if we’re not using listeners as our metric base. How do we know when it’s time to start a new show, make a shift and do some things like that? What do you advise?

It depends on if it’s going to be a valid component of what you’re looking to accomplish. A lot of people start and stop podcasts because they didn’t necessarily know what they wanted the podcast to do. To a certain degree, podcasts are hard to measure. You can look at downloads and you could say, “Maybe a percentage of downloads are the actual listeners.” There are different theories out there. Ultimately, if you have a high and low-volume consulting, coaching or done-for-you business and people are coming to you when they are requesting an initial consultation and having listened to a few episodes, that to me is a huge win. The degree to which you can establish authority with your potential client before you get into a sales conversation, the more that they feel lucky if they end up working with you versus you selling to them. It’s a different dynamic. It makes your sales cycle shorter and so much easier for you to establish credibility with a potential client.

TBF 99 | Relationship Building
Relationship Building: Every podcast doesn’t have to be in the top ratings of Apple to be a valid part of your business strategy. You just have to be aware of how you’ll use it.

 

I don’t know if anybody who is reading has felt this way. Sometimes when you are a coach, consultant or done-for-you service provider and you’re on the higher end of things, people make that initial investment and they’re still trying to figure out if you’re legit. You’ve onboarded them. They’ve paid you and you’re still trying to earn that credibility. It can be very frustrating. I find that outside of referral marketing and relationship marketing, podcasts are one of the best ways to ensure that as they’re onboarding, they’re like, “This is my person. I made the right decision. I’m not second-guessing myself. I get what this person stands for, what their mission, vision and values are.” The degree to which it can do that for your sales process is well worth the effort.

It’s so interesting that you say that because my previous business was that high-ticket. We did $120,000 contracts minimum, plus upside royalty and they would be two years. I would maybe onboard a new client once a year. We start our show and people were throwing themselves at us. We were like, “We don’t take that kind of client. This is not a fit for us.” Eventually, it was, “While we better pull the program to have a fit for our listeners.” Have you found that there’s this desire to have some other programs and a push for that?

Not necessarily. The natural progression for many experts is to go from one-on-one high-ticket, low-volume to continue to grow to a group program. I don’t necessarily think that’s the only way to be successful. You can be a very high-end, low-volume service provider, especially people who are, for example, fractional C-Suite executives which are how I function. I’m a fractional Chief Marketing Officer. I cap out at 5 to 7 clients a month. I am thrilled with that business model. It’s an extremely profitable and low stress. I know that all the clients that I’m working with are getting results that they’re happy with because if they weren’t, we were either fixing it or offboarding them. I enjoy that business model. It’s structured the right way. It can create a great lifestyle. I personally dabbled a little bit in offering a group and pulled right back. I did not personally enjoy it.

Me too. It wasn’t for me.

I was thinking to myself the whole entire time I’m trying to generate leads for the group and create all of these funnels. I love a good funnel. That’s what I do for a living but it was so much computer work when really, I love connecting with people. It’s one of the things I love so much. I found myself using the one-to-one offer, trying to fund this group thing that I didn’t necessarily feel aligned with. I eventually started another business with Kelly Roach because I love scaling businesses. It gives a lot of validity to my consulting offer because I’m doing the thing that I recommend that they do and sharing the result. Ultimately, that’s very much a passion project. It’s something that I don’t have to make income from as I’m scaling it up, where the one-to-one intimacy offer is the foundation of the business.

Tell me a little bit about this new program that you’re working on with Kelly because I adore Kelly. I’ve listened to her talk on stages. She is so dynamic. She has got such a great viewpoint on the world. She is very original in everything that she does for her clients and I love that about her. I’m imagining this is quite an original thing that you two are putting together here because I’ve also now listened to you and discovered that you have quite a unique viewpoint on the world as well. What are you putting together?

Podcasting is a good way to connect with people that you probably wouldn't have otherwise. Click To Tweet

We do enjoy working together. Kelly and I run the day-to-day business. She is very much an investor. I thought about this concept for a few months and then I pitched her on a no-brainer offer because I’m low profile in the industry and she is high profile. A lot of people ask me, “How is it that you ended up partnering with Kelly Roach?” I gave her something that she couldn’t say no to. That was a program that fits a gap in the marketplace, where this is a community very much dedicated to giving and receiving referrals within female experts who are coaches, consultants and done-for-you service providers. It’s much like a Business Network International, BNI but for women online.

It didn’t exist. I would go into programs and get to know other people but the purpose of being in a program isn’t necessary to meet other people to collaborate with or create reciprocal relationships with. It’s to get information so you can grow your skillset and business. There isn’t a place where smart experts and women can go and connect with other people like them, and refer one another. We created and launched it not knowing, whether or not it was something that other people wanted as much as I did. It was something I felt like was missing in the marketplace. We started with 200 people and we’ve since grown month over month considerably. We started it in February and I would expect that we would have around 1,000 members by the end of 2021.

There are so many gaps that a lot of times we don’t pay enough attention to. We think, “Maybe this is just me.” It isn’t until we get together with someone else and say, “This is the big gap in the marketplace and community building.” This is great. I look forward to hearing more about that. We’ll connect people up so they can find this community and learn more about that. I love that you’re doing that. This probably goes to some things that are going to become future best practices for you. What I want to do is run through my five things quickly with you. There might be some that tie into what you’re doing here that you’re going to be able to use them for.

You have some great guests. What I loved about the guest list that you have is that these are sharp and incredible women and a few men mixed in there but mostly women. They have very different businesses and ways of working and I haven’t heard them again on every single podcast. It’s quite a new perspective. You had one guest on there, teaching people how to be a textile designer, which is my first career. I’m listening to that going like, “That is the most obscure thing.” When I used to tell people I have a Textile Design degree, they would go like, “Is that a thing?” That’s how different your guests are from your average guests. How do you find such great guests?

I came from a traditional business. A great consultant is somebody who can provide a unique perspective and I see coaching and consulting very differently. Coaching is helping people get aligned with themselves, mirroring back information and helping them come to a solution that is right for them based on information and perspective from the outside. Consulting is very much, “I have a toolbox of solutions and I’m going to pull this right solution out for you and present it to you.” What makes a good consultant is business experience. I had built a chain of children’s portrait studios, franchised it, grew it to about a dozen locations and then exited out of that business.

TBF 99 | Relationship Building
Relationship Building: Know the degree to which you can establish authority with your potential client before you get into a sales conversation.

 

Being in traditional business for many years, that gives you a lot of connections and relationships. That’s why I love relationship marketing and maintaining relationships over time regardless of what somebody can do for you at this moment but being dedicated to the long-term connection. It can show up for you in so many ways that are unexpected. A lot of my podcast guests came from traditional businesses. In the crazy online marketing space that we live in that we all go to the same conferences and conventions, it can sometimes be an echo chamber. Having those connections in other areas of business has been helpful.

It’s showing and helping your show be a stand-out and very unique. Increased listeners, I know it’s not your ultimate goal because you’re looking for just that right person. How do you do some outreach to increase those right listeners?

A lot of my clients have huge podcasts because I’m a fractional Chief Marketing Officer to female experts that are going from 7 to 8 figures. To be at that point in your career, more likely than not, not always, you have a big audience. We talk a lot about how to use their podcasts. Some of my clients have had 2, 3 or 4 million downloads for their podcasts. We’ll do things like giveaways, collaborations, podcast exchanges and cross-promotions, making sure that a solo email goes out to that big list as part of the podcast exchange that they have with one another. Solo emails are important because if it’s sandwiched in between maybe a social media post or newsletter, people are very unlikely to see it. I like asking for a solo email if it’s a big deal for the two influencers to be exchanging with one another.

The other thing that is underestimated but can be effective is running ads for your podcast episodes. Maybe some of your favorite ones feature your thought leadership. The difficult part is that every ad manager will worry about attribution. They’ll worry about, whether or not you can trackback the effectiveness of the ads to the podcast. If you can chill out about that and be happy with the clicks to the podcast episode on your website, then you can start building up a warm audience of people who have viewed the podcast episode on your blog post because they’ve been pixeled to the degree to which they haven’t shut it off because of iOS.

All of that can be so helpful in growing your audience with the right people. It doesn’t matter if people are listening to who you teach horseback riding and the person doesn’t have a horse and has no interest in having one ever. That’s not who you want. You want people who are the right fit for your offer, message and ultimately can either be part of your audience because building an audience avatar is as important as building a buying avatar or ideal client. They’re equally important. That can be part of your audience, advocate, mission and movement.

I love the idea of running ads. It’s so underutilized. Your show has a great sound. You do a pre-little discussion point about some things. Your intro then runs at that moment and then you go dive into your show. Sometimes it’s topics and sometimes it has interviewed. You’ve got a little bit of different formatting going on. Forget the team that supports you or the production companies, how do you produce that so professionally?

Business experience makes a good consultant. Click To Tweet

I love this question and I’ve never talked about this on a show before. I’m about to share a major hack with your audience. What I do is when I’m out for a walk in the woods with my dog every morning, I will voice-memo random thoughts or ideas. We all know that great ideas don’t typically happen on the computer screen. They happen when you’re out in nature and you’re tapping into new areas of your brain. It’s usually in the morning when you’re fresh. I’ll go out for a walk and voice-memo what I think could be a great podcast episode onto the Rev.com app and then I’ll have it machine transcribed. It’s not super expensive.

Later on, one of my team members will clean it up. I’ll take a look at it, add some things and fill it out a little bit more. Typically, I have my operations manager who is heavily involved in my business to take a look at it and add her ideas too, which she loves. It makes her feel included and part of the process, then I will record that episode. Here’s the trick. That episode then becomes the social media content foundation for all social media posts. I will then hand that to the social media manager. This was a real struggle until I figured this out. I would say, “How do I get a social media manager that understands my voice and client, can say things the way I would say them and you don’t have to edit eight times?” Especially since a lot of my clients are $2 million, $3 million or $4 million in revenue, they’re still going in editing their social media posts because it doesn’t sound like them and it drives them crazy, which I get.

I’m laughing because I might be guilty of that and my team is probably laughing as well.

Who hasn’t gone in and been like, “This is so not me?” Until I figured out that the solo episode, not even transcript but pre-transcript then becomes that week’s social media content so that you can slice and dice it. You have it in writing and you can lead from different angles. You can use it for the foundation for any emails going out instead of having the transcript afterward because you need all that stuff beforehand. You need it the week that the podcast releases. This time hack for me is probably 20 or 30 minutes total of my time. It is such a time saver on the back end because then I hand it to the people and I don’t worry about it from there and that I love.

I’m so glad you focused on production, not from like sound and, “Get a great mic.” We’ve heard that 1,000 times. Thank you for giving us such a new perspective on what you do. Everybody wants to get engagement. They want to encourage that engagement. You might be looking for engagement from one person. What does that engagement look like for you? How do you encourage more of it?

Engagement within social media or a podcast?

Both because podcast feels one way. How do you encourage a conversation off-podcast?

Mostly through social media. Instagram is the platform that I use for the most part. A lot of people might say, “I’m highly specialized in corporate. I have a very high-end clientele, 7 to 8-figure businesses. Are they on Instagram?” The truth is they are. I found that big-time CEOs, for example, the CEO of the private equity firm that I first started with when I was consulting, his director of communications manages his LinkedIn. He personally is on Instagram. He is following his kids, going to football games from his alma mater and tagging his friends. A lot of people are on Instagram personally. I encourage direct messages through Instagram.

TBF 99 | Relationship Building
Relationship Building: Growing your audience with the right people is important. It doesn’t matter if people are listening, you just want people who are the right fit for your message.

 

I ask questions in Stories about the podcast episode, trying to initiate a two-way conversation. I don’t just post once about the podcast episode but we post 3 or 4 different times with the different angles or messages from the same episode to increase the shelf life of that podcast episode. Maybe saying differently would encourage conversation, whereas the first post that they saw didn’t land quite as much with them. We try to get into a two-way dialogue with Instagram and I find a lot of people like that. If somebody reaches out to me and it’s personal, something I said or did resonate with them, I will voice message them back because I feel like that is so much more personal and intimate than replying with a thank you.

I love that you’re using your voice again because that has already resonated with them. You’re then reinforcing that again. The last thing, monetizing your show. Most people are not going to monetize traditionally. They don’t realize it. You already realized it. How have you been able to successfully turn the podcast connections, then into closing a client?

There have been times I’ve had people as a guest and afterward we end, they’re like, “What do you do again?” They become clients. It’s so funny. It was not my intention at all. I always say, “When you ask for advice, you get money. When you ask for money, you get advice.” By chit-chatting with somebody on a podcast, a lot of times, they’re your ideal client and they didn’t know until you ended up being a great podcast host for them.

A great podcast guest, because we might be having that conversation after this. You never know.

Being generous, helpful and having that spirit is rare in the online space. It’s something that I teach a lot in our community because we are in a world where you go into the free Facebook Groups with your hand down. “Who wants to know how I bought a Ferrari last week?” “Me. I’ll get the free downloads.” All we’re doing is taking and attracting freebie-seekers and then putting out that energy and our business doesn’t grow. I am such because I’ve been around entrepreneurship for so long. Before social media, we all built our businesses on relationships. That’s important to play the long game, particularly with podcasting, speaking and with all of this. Many people say to me, “Laura, how do you have the business you have? You just started consulting a few years ago.” The first year was in private equity. Now, I have all online influencers as clients.

It is the long game to develop relationships without asking for anything in return but it gets you there a lot faster than trying to go out and get instant gratification. It’s a little bit of mindset. That’s the most important. The practical piece of it is having a lead magnet and a small, low-ticket offer. I love that. I have that for our membership. It’s called The Referral Code. It helps people understand how to generate a steady stream of warm leads in their business in seven minutes a day or less. Having those types of offers if you want your podcast to lead into a higher-volume offer is important because it qualifies people. Are they willing to spend $27 or $37 to learn a little bit more about you? That person is more likely to buy from you later on than somebody who came in through a free lead magnet.

Let’s talk a little bit about relationship marketing and referral marketing, that kind of model of it and podcasting. What are some tactics and tips that you can give us on how you do that well?

Great ideas don't happen on the computer screen. They happen when you're out in nature. Click To Tweet

One of the things that is amazing about having a podcast is that you have something to be generous with. This is incredibly important. When you have a connection call with somebody, what are you bringing to the table of value that’s going to make them naturally want to reciprocate? There is a study done by a man named Adam Grant. Many of you might know him by the book that he co-authored with Sheryl Sandberg, who is the COO of Facebook. Before that, he wrote a book called Give and Take. What he did is he researched the number of takers, givers and matchers in the world. He followed people along their journey of business and determining who is the most successful. People who give without abandon and expect nothing to return. People who take and see the world as a dog-eat-dog world and only want to figure out what they can get from somebody but nothing to offer in return.

What he found is that 70% of people are matchers. When you do something for somebody else, there’s a natural human tendency to want to reciprocate. Think about it. If you were to go out and run a Facebook Ad and you knew that you could be 70% successful, would you do it? Of course, you would. We’re lucky to have a 2% click-through rate on our Facebook Ads. The fact is when we’re making these connections and we have something to offer first, people are 70% likely to reciprocate. One of the best things we can do for somebody is to say, “Would you like to be on my podcast?” I tell everybody, “Have one offer or platform, whether you were able to get LinkedIn Live and bring somebody live with you or whether or not you have a podcast,” which is so easy to get going.

You can offer people spots in your podcast. People are so honored. I had one person say, “Tell me how many downloads you have.” I said, “No, thank you.” For the most part, people are honored. They feel privileged. It has a long shelf life. Everybody knows the benefits of podcasting here. Maybe you love Instagram. You’re going to go live on Instagram and you can invite people to go live with you but have one thing to offer. It’s incredibly important because that will come back to you so many times over and in my experience when you least expect it.

Did you expect to have binge listeners on your show when you started it?

No.

It was a surprise for you when you find out that someone was binging on you.

Usually, during the consultation calls. It’s so helpful on a consultation call when somebody says, “I’ve listened to a bunch of your podcast episodes because you’re great.” I don’t have to prove anything, overexplain anything and earn my authority. All I need to do is make sure I can genuinely solve your problem. If I can’t, I’ll refer you to somebody else. If I can, I’ll let you know how I can help. It’s such a nice and relaxed state to be in.

That’s even better. They were calling you for business and then they told you they were a fan. You got that all around. Do you have any idea why your show might be so bingeable?

I’m specific about who it’s for because I work with seven-figure entrepreneurs and keep that a specific avatar. I know because I’m a consultant that if they are in the beginning stages, they’re not going to have a team that they can dedicate to following my advice. They’re going to get frustrated and feel like it was a total waste of money. I’m specific about who I help. I only let people on my podcast that are either seven-figure entrepreneurs or specifically serve them. That makes my podcast relevant to my avatar. It’s sometimes difficult because you want to help everybody and I will turn down people if I think I can’t help them. Energetically, it’s good for business. Being specific about who I help and how I help them on my podcast and being strict about making sure that it’s relevant to my avatar, the right person finds and loves it, and somebody who is getting started is like, “Pass. I’ll go over to Amy Porterfield or Jenna Kutcher.” That means we’re doing something right.

TBF 99 | Relationship Building
Relationship Building: Play the long game. Develop relationships without asking for anything in return. You’ll find success faster than actually trying to go out and get instant gratification.

 

That’s one aspect of it. My job here is to somewhat psychoanalyze your show, give you a little bit of insight after listening to thousands of what are bingeable podcasts and discovering what those factors are. The main factor is that because you’re so dialed into that audience, the specifics of it, tidbits you drop, stories you tell, questions you ask and more importantly, the amount of time you give in your show. Your show isn’t hours long of which, “I am so busy. I don’t have time for.” You’re compacting that for me. It’s because of that consciousness of that audience, every little piece is set in place to flow me through and make me go, “I got something there. What’s next?” You’re flowing us through that as listeners because we feel at home there. The at-home part is important but it’s the flow that you’re creating from episode to episode that is working for you and creating the bingeability at the end of the day.

I appreciate that. That means a lot. When we come from a place of wanting to create value, hopefully, it comes across and it sounds like it does base on your feedback.

Going back to what you were saying before about that reciprocal relationship, I had Shane Snow on my show. He is the only 1 of 2 non-podcasters I’ve ever had on my show. I’m a huge fan of his book, Dream Teams. The Smartcuts is my ultimate favorite. It’s always on my shelf. I was a girl fan and I wanted him on my show so badly that I stretched my own rules. It turned out to be such a great thing because he said something that is exactly in line with that, “When we started a place of benevolence, which is care for your audience, then we’re starting in this place of, we care to have that mutual exchange.” Giving benevolence is slightly different because it’s a care for your audience at where they are now, respecting their time, respecting all of the things that they need and making sure that you’re giving that to them. That in and of itself invites that reciprocity right back.

I read a Harvard Business Review article that said benevolence is one of the primary factors of trust.

You’re doing all of that because it’s tying in well. Here’s one of my favorite parts about podcasting is here we are, I get to learn something new every single time I interview someone. I get to check out some great tips, tactics and things that are going on, which I can share with my clients and audience. Those are all the fantastic things but every so often, I get to meet someone who goes, “That’s what I need now. That’s a show I could sit and consume.” It doesn’t happen to me every day, Laura, but it happened to me this time. You not only made my good pods list, but you made my good pods’ favorites list and Instagram feed. This is a new thing that I’ve been doing as I’ve been listening, going, “This is resonating with me.” I’ve been sharing it out. My social media team cannot be happier that I’m doing it for them. You did that and that says great inspiration from your show. Keep going with what you’re doing because you’re hitting into exactly the right audience.

I appreciate that it means a ton coming from you. Thank you so much.

You are welcome. The last thing that I want to talk about is scaling. Are you going to shift your show? You’re starting a new one. What’s going to happen here? What’s next for you?

We’re starting a new show. That’s going to be dedicated to the community, The Advance Expert Network, the business that I have with Kelly Roach. I’ll have a podcast for each business and I was careful in the timing of that. It happens to be launching on September 1st, 2021 because that’s when my kids go back to school. It’s a quiet recording again. Thank you. Hallelujah. They are going back but it will be primarily featuring the members of our community and encouraging them to interview each other.

When you do something for somebody else, there's a natural human tendency to want to reciprocate. Click To Tweet

We have this incredible community of female experts that love to support each other that are very like-minded, who are smart women in a variety of different categories and industries. They have made some incredible connections with each other. I’ll be sending up the podcast, the tone, mission and values of it with some initial solo episodes, but then over time, we’re connecting and interviewing one another. The community is called The Advance and then the podcast is Advance Your Expert Brand.

It has all the key components I love in a good title. It’s telling you exactly where you’re going to take them and who belongs there. It inspires that community. That’s a wonderful job there. I can’t wait to hear it. It’s going to be on my new favorites list. I’ll be looking for you on Instagram to promote it out because you already told us that was our best place to find you. Laura, any last advice for someone who is thinking about starting a podcast and scaling their business into more marketing tactics and tools?

Get started. Don’t worry about it being perfect, good enough and the best in your category. That can happen over time. Make sure that you’re serving people well in a niche that maybe isn’t being discussed and then you’ll find success with it for sure.

Laura, thank you so much for coming on. Scale with Joy, everybody is going to want to check that out.

Thank you. I appreciate it.

Laura was amazing. She talked about it with such passion, details, energy and information that she has got to convey but the thing is that she’s paced about this. That’s probably key to why she’s so good at what she does. She’s paced about how much she gives you at any given time. She’s not overwhelming you with everything that she can do and with her topics. Her topics are nice, narrow, concise and to the point. Frankly, I don’t subscribe to a lot of podcasts myself because I have to listen to them all day. I get to listen to them as a part of my show and experience this.

For me, it’s curiosity exploration and there are very few that make it through to my subscription list. I can tell you that Laura Meyer has made my subscription list. Scale with Joy, I’m going to go binge on all the episodes. She did that. She tapped into exactly the right audience. That happens to be me in this particular case, so it happened to match up well. When you have that and then there’s no question that the right person is going to hit the subscribe button, then you have something going right with your show. That’s what you want.

TBF 99 | Relationship Building
Relationship Building: One of the things that is amazing about having a podcast is that you have something to be generous with.

 

You don’t want there to still be doubts about whether or not they should subscribe when they’re the perfect audience. They’re a podcast listener and the perfect audience for you. They’re exactly the people you’re speaking to and questioning, whether or not they should subscribe to your show. It should be a no-brainer and an automatic, “I’m going to hit subscribe because there is no way I’m going to miss this.” You still got to get them to take the time to listen or hope that they’re going to take the time because it’s not like you can make them. You’ve gone a long way by bidding in their feed already and by them hitting that subscribe button, as opposed to trying to remember it and making a note in their phone to come back to it later. When they’ve hit subscribe, they’re highly likely to see a pop up on them and they’re like, “I wanted to listen to that show and check that out.”

Laura Meyer has done that here. Scale with Joy, I’m so excited that I can listen to all these episodes. I’ve found it now. It’s a show I wouldn’t have experienced otherwise. That’s my favorite part about getting to be the host of The Binge Factor. I get exposed to so many great shows every single day and many great hosts that I want to do business with, get to know, invite into my community and network further with. Laura is one of those people and she will be for you as well. Go check out her show, Scale with Joy. Don’t forget she has got a new one coming out. You’re going to want to pay attention this fall 2021 so that you can get to Advance Your Expert Brand. You want to take a listen for that one when it comes out and keep an eye out for it.

Thanks, everyone for reading. As always, we want to be able to connect with every one of our guests and all these shows. We’re not always in a place where we can write everything down. That’s why we make it easy here, TheBingeFactor.com. You can go there. You don’t have to remember or do anything, except if you want to go to your podcast app now and hit Scale with Joy and subscribe. That’s the only other thing you could do. You’ll have all that at your fingertips. If you’ve got a great show that you want to share with me, one that you love, nominate one or put yourself, you can self-nominate. That’s okay with me. Go ahead and let me know about your show. You can do that right there on the Apply To The Show page as well. I’ll be back with another Binge Factor episode and a great host.

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Tracy Hazzard

Tracy Hazzard

Tracy Hazzard is an Authority Magazine columnist, former Inc. 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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