Teaching About Passive Investing With Bronson Hill Of Mailbox Money Show

 

Passive investing is one of the most convenient ways to build your wealth, but not a lot of people truly understands how it works. That’s why Bronson Hill made it the main focus of his podcast, Mailbox Money Show. In this conversation with Tracy Hazzard, he shares how he chooses his podcast guests, uses lead magnet strategy to convert listeners into clients, and the importance of providing valuable content at all times.

Watch the episode here

 

Listen to the podcast here

 

Teaching About Passive Investing With Bronson Hill Of Mailbox Money Show

I’ve got another fun show for you here at the Binge Factor. I’ve got Bronson Hill of Mailbox Money Show. Doesn’t that sound enticing? It certainly sounds like. I’d have to get money in my mailbox. We have a lot of passive investing podcasts out in the industry. When you’re looking at shows that are still doing it that have been over a hundred episodes or building in, Bronson Hill is one of those people. We want to take an understanding and listen to what they’re accomplishing.

That’s why I’ve invited him. Bronson Hill is a general partner in 2,000 multi-family units worth over $200 million, and he co-leads a large in-person multi-family meetup in Glendale, California called Investor to Investor. Bronson is the host of the Mailbox Money Show, and he understands the investor mindset, having spoken individually over the phone with over 1,500 investors and has raised over $40 million for real estate and his ATM fund deals.

Bronson is the author of the book, Fire Yourself, Replace Your Working Income with Passive Income in Three Years or Less and is a regular contributor to YouTube and his blog in addition to his podcast. This is why I’ve had Bronson come on the show because he’s got a well-rounded strategy here, email, podcast, and website, things that he’s working on, and things that he’s building up and building up together. That’s why I wanted to chat with him and everything’s at a different stage in the process, which it is for a lot of you as well. You’re going to hear that. Let’s check out the Mailbox Money Show with Bronson Hill.

About Mailbox Money Show Host Bronson Hill

The Binge Factor | Bronson Hill |Passive InvestingAs the Managing Member of Bronson Equity (www.BronsonEquity.com), Bronson is a general partner in 2000 multifamily units worth over $200M. Bronson co-leads a large in person multifamily meetup in Glendale, CA called Investor to Investor (ITI) (www.ITIeducation.org). Bronson is the host of The Mailbox Money Show and he understands the investor mindset, having spoken individually over the phone with over 1500 investors and having raised over $40M for real estate and his ATM Machine Fund deals. Bronson is the author of the book. Fire Yourself; Replace Your Working Income with Passive Income in 3 Years or Less, and is a regular contributor to YouTube and his blog. Bronson leads an exclusive mastermind for affluent passive investors, providing unmatched investment opportunities within a growth-oriented community.

Follow Bronson Hill on Social: LinkedIn | Facebook | Instagram | YouTube

Bronson, glad to have you here and talking about mailbox money. I love that Mailbox Money Show. It rolls off your tongue.

It’s what we all want. We all want it to show up. It should be direct deposit money if we want it in our account.

We don’t get checks in the mail anymore.

If it’s a check in the mail, it may not be coming, but if it’s direct deposit, you got it.

Money Mailbox Podcast

Every time I get a check in the mail nowadays, you’ll think that it must be fake. It still implies. I would like it to come in my email, letting me know I received a deposit. That’s still a mailbox. I love that. The idea of a passive investing podcast is not new. There’s a lot of them out there. That’s your differentiator that was focusing on this idea that it does need to generate regular money. How did you decide that it was the area you wanted to focus on with your podcast?

 

The Binge Factor | Bronson Hill |Passive Investing

 

Our business is tied up in this as well. For me as an individual, I was a high earner. I was making over $200,000 a year. I was doing medical device sales. I was working with mostly heart surgeons and working with their specialized equipment. I’d wear scrubs and I’d go in and work with them. I got paid well and I was doing it about 30 hours a week, but the thing that I didn’t have was control over my time.

A lot of people say, “I want financial freedom.” What we want is time and freedom. We want to have control of our time so we can travel when we want. The title of my book is Fire Yourself, Replacing Your Working Income With Passive Income In Three Years or Less. The idea is how do you start developing this mailbox money? How do you start getting cashflow that you didn’t have to work for?

A lot of us think, “I should do real estate or I should invest or as I’m making money, I should do these things.”: Wall Street typically doesn’t provide a lot of cashflow. It’s a lot of volatility. Owning a rental house or two or five can become another job even with a property manager. I started to study and dissect what are the ways that people get passive cashflow. As Warren Buffett says, make money while they sleep. That’s what our business is dedicated to. It’s to help individuals learn how to invest in passive cashflow strategies outside of Wall Street.

When you started the podcast, you’re now 135 episodes in or more. As we air this, it’ll probably be more than that. Did you follow the journey? Were you still on it? Have you already achieved it when you started the podcast? What stage were you at when you began it?

I didn’t start it right away. I started my business first, and I started with webinars first. I would do an expert-style panel webinar. That was effective initially to grow my list. I would invite three industry experts who had much bigger brands than I did. I’d say, “Just show up and invite your people and I’ll make you look great.”

As an expert, I’d share the list if they would promote it as well. That was a great way to grow my list initially, and then I realized in business, with this idea of a podcast or a lot of things we have in our business, if you use something called EOS or there’s a book called Traction, which talks about creating repeatable processes. Once you have done a podcast for 5 or 10 episodes, you know how to do it. Once how to do it, you can teach it to someone else.

You can create a process document, do this, click here, send this over here, upload it to these guys or this team does it, or whatever. You can create that process. Once we created a process for the monthly webinar, then we started creating a process, we incorporated a third-party team to do it. I didn’t start right away, but it was a way that I was able to reach a broader audience as well as honestly having high-level conversations with people that I couldn’t just pick up the phone and call and other experts in my field as well.

I think by starting with those webinars though, you were making that connection to the community and what you said was key there. People with more influence than you. People with bigger audiences than you. You are already tapping into that. I sometimes think when people start their podcasts, hosts start without considering how valuable it is. They will say, “I’m a little nervous about my podcast.” They reach out to people they know instead of those who are going to step up for them.

It’s a big deal. In my business and whatever business you’re in, people associate you, and if you have anything where you’re part of your brand, they associate your business or your brand with whom you’re associated. If I’m leading a panel of experts, and this has happened. I’ll have a call with an investor. I’ve had now over 2,000 one-on-one phone calls with investors, and the podcast is a great way to help that, and YouTube as well.

People associate you with where your brand is associated with. Share on X

They’ll say, “I knew this guy, and I knew this guy, but I didn’t know you, so I thought I’d get in touch with you.” It’s the association. The more you associate, there’s even a saying in personal development that you’re the average of the five people you spend the most time with. I think that’s true in terms of your wealth, your health, and different areas of life. Just your personal development, but it’s also true how people perceive you. Show them who your friends are, and I’ll show you who you are. I think some people ask me, especially in the beginning, “How did you get this person on your podcast? How did you get them on your panel?” I said, “I asked.”

Trust Factor

In the early days, it was not as hard. You just had to ask. I love that. I think that’s true, especially in your industry and your niche. There are so many unscrupulous people in investment areas and other regions, real estate, crypto, all of those different things. They’re all touting something. That trust factor is so essential to hit. How do you build that? Do you think about who you’re inviting on and you vetting them? How are you considering that trust factor that you need to build with your audience?

It’s tough. We’ve had over 130 shows now. Everybody has been pretty good. We had one guy who ended up having a big lawsuit thing and I don’t know that he was necessarily involved with fraud, I think one of his partners was. That’s a nightmare thing. What happens if you invite somebody and they’re not a good character or something happens?

It’s something that you have to realize the podcast space is an education space, YouTube, podcast, and social media. You’re doing your best to educate people. For us, we have people invest in our company, and invest with us in these private deals we do, they have to know and trust who we are. I remember when I first was getting into this space, I listened to a lot of podcasts.

The Binge Factor | Bronson Hill |Passive Investing
Passive Investing: The podcast space is an educational space. Do your best to educate people so they would trust and invest in your company.

 

I remember when I went to an event and there was a guy that was well known in the space, and I came out, “How’s it going?” I’m a little bit gregarious when I get to know people, I’m just meeting somebody. I feel I knew this guy. He was a little standoffish, and I realized I had to remind myself, that this person doesn’t know me.

“I’ve been listening to him, but he hasn’t been listening to me.”

It is a weird thing but as somebody who’s promoting a service, or your business, or your mission, or all three. It’s going from one to one, to one to many. If I can have hundreds or thousands of people listen to a podcast or a YouTube video, then that’s a great way for people to get to know me but it is an adjustment.

I think the idea of you, what’s the reason you’re doing what you’re doing? Are you doing it to help people? Are you doing it just to simply make yourself, and your own life better? I think that comes through. People that get to the next level or way super high levels in their business or their career or other podcasts, is they’re doing it because they love it and they’re doing it because they love people and they’re trying to serve their audience. If you do those things, I think you’ll go a long way for sure.

Listener Growth Strategies

I’m sure you found in your early days of the webinars that your list was the most valuable thing you’re building all along the way. With listeners, if they’re not listening all the way through, they’re not valuable listeners. Listener growth strategies in podcasting can be difficult. There’s a lot of things that don’t work out there. I’d love to know some of the things that you tried that you thought were a complete waste of time. It didn’t do anything to bump the needle on lead growth and the things that you do that you feel work.

There’s a lot of things. I think it’d be having a podcast or again, most people have a podcast or they have a business, they have some cause they’re doing. It’s not just because they want to talk. There’s something they’re promoting. As an entrepreneur, which is what you are, if you’re doing that is that you’re constantly in a place where you have to put yourself out there and try new things.

You have to be willing to fail. You have to be willing to keep trying things. I can tell you many things, we’ve tried this, it didn’t work, it didn’t work, and then, this worked over here, and so we started doing that. It’s the idea of having your end goal in mind and continually changing your approach. I think it’s getting past the idea that people are going to be critical of me at times, and they don’t have the best interest in my idea.

I’m out here doing it, I’m trying. See these days there are a lot of cheap seats where people can be in an all-in forum or write comments and be mean and whatever, but that shows you’re making a difference because if they didn’t care or they didn’t see you making a difference, they wouldn’t be making those comments. In a way, I don’t know if that specifically answers your question, but I think we’ve pretty much stuck to the podcast to do weekly. We have interview guest podcasts, people come in.

Some guests are better than others. I try to come in with some preparation, and a little bit of research on who the person is and what they’re passionate about. Then try to get to some of the things that are a little less known because that stuff to me is much more interesting or what’s the reason behind it. Maybe this is what they’re known for, this is what they do, but what are the childhood experiences that shape that? What’s the story behind that? What’s the value that they have and why? I think those are very interesting ideas.

Podcast Guests And Audience

It sounds like you’re putting a bit more of the weight, which I find in a lot of podcasters. It’s not unusual for the guest to do a good job of promoting for you. Do you search for that when you vet them?

It’s a variety. I heard of somebody I know who was talking with us about who’s got a successful podcast. He said, “If you invite this top-level person, they won’t promote it.” I’ve had live events too. It’s true. The bigger the name, the less, or they will do nothing to promote it for you. It still may get a lot of views if you do the right promotion for it, but they typically don’t.

Some people that are maybe less well-known than me or my space, they’ll promote it because they are in the same space. I think with some, we do consider, I like more to think about what would benefit this avatar. My avatar is typically 40 to 70 years old, typically a business owner or a professional. They have these types of questions, these types of issues. They’re interested in learning about different types of assets. We’ve had people talk about land flipping, car washes, and oil and gas.

All different things, that’s stuff I’m interested in. I think if somebody is an investor and they’re looking to grow wealth, those are topics that would be interesting to them as well. That’s how we’ve geared our show but I think it’s whatever content you create, you’ve got to keep your avatar in mind because you may think it’s great, but if it doesn’t serve the people that you want to serve, it’s not going to be good for anybody or very few people.

Whatever content you create, always keep your avatar in mind. If it does not serve the people you want to serve, it will not be good for anybody. Share on X

I think that’s so often the case because we’re farther ahead than our audience. We don’t always think, “How do I make sure that I’m bringing this back in, and maybe reeling this back to the stage at which they’re right now?”

Sometimes that’s a balance too. I run a local meetup as well, a real estate meetup, with 50 people here in the Los Angeles area. In the beginning, I break everything down to, “Here’s exactly what this means, whatever.” The challenge if you do that, then sometimes you lose the people that are further along. There’s a balance of doing it. I tell people, “If you’re here, here’s a bit I understand. We’ll explain a couple of things, but write it down and it’s always better.”

In general, when you listen to a podcast, you’re going to a meetup, you’re going to a conference when things are a little bit over your head, that’s a great place to be because that means you’re growing. Having something that is a little bit, maybe your audience is here but just slightly above, is good at times because it will give a chance for people to grow and they’ll continue to tune in.

I like that. When we used to do our 3D print podcasts, we would sometimes say, “People probably don’t understand that term completely, let’s define that.” We didn’t dumb it down because if you do, you’ll lose your audience who’s coming along with you and who’s been with you for a while. We don’t want to lose them because they’re the ones who are probably referring most people to listen.

That’s a challenge too that I find. As you change and as you grow as a leader, sometimes it is time to make a shift. One of the things we’ve been considering is we have a lot of passive investors who listen to our show that have money and are looking to invest. I’ve raised $40 million from retail investors and these types of investors.

There’s also someone who’s like, “I want to learn how to raise money too.” Do I create stuff around them? It’s sometimes a similar avatar. Sometimes it’s very different. I’ve got a debate and say, “Do I want to do that?” You got to think about it, and I haven’t fully figured that out, but I just know, again, trying different things and being willing to say, “Let’s try this.” Does this work? If not, we can always shift it this way but you also don’t want to alienate the people who have been so loyal to you for a long time.

Audience Feedback

That’s my favorite part about podcasting, being able to flexibly test something and see how it does. If you get a great response or you don’t, then you don’t continue on. It’s not set in stone. You could always delete that episode if it was that bad. That’s no big deal but I do love that about it. What do you do to get feedback from your audience? How do you get them off the podcast and back to giving you feedback and letting them know how you’re doing?

We always think of it as a sales funnel. A podcast is simply part of our marketing strategy. We think of the top of the funnel. The highest for this out there is social media. People are on social media. They’re seeing a post, even on podcasts, but we’re always calling them to download this ebook, check out my book, which has a lead magnet in there as well, or people can get some free resources. We’re trying to get them from just listening somewhere or seeing, or a follower on some social media.

Always get them to opt in because if they opt into something, then we can provide value to them. We have them on our email list and somebody on your email list is twenty times more valuable than somebody who listens to your podcast or is someone who is on social media because what you’re doing is you’re having that nurturing relationship with them. You’re hopefully trying to nurture them even on a deeper level.

This podcasting is great because it gives you the chance to have someone get to hear a voice, get to hear what’s important to you especially if you’re vulnerable, you talk about the struggles and your struggles or struggles in your business. We’re always trying to call people further down so that once they opt in, and then for our business, we try to schedule a call with someone so they might invest in a deal with us. The bottom is when they do invest or they buy a course or something from us.

Tell our audience a little bit about how you do those calls to action because sometimes I listen to shows and they sound very webinar-ish. They haven’t changed their call to action, but I can tell that you must have over time developed it. I didn’t listen to some of your early episodes, so I don’t know how different they are, but they don’t sound so, “Take action and make sure you do that.” They don’t have that webinar quality to them. You must have developed that over time, realizing that something different worked on the podcast. What is that and tell our audience about how you do that?

You bring up different things at different times. It’s great if you have multiple lead magnets. You have a lead magnet, but it’s something that is a free giveaway, it’s a landing page where somebody goes to get a resource. We have a couple or three different eBooks. We’ve come out with a capital raising guide. We have my book, which is for sale on Amazon, but I give the first couple of chapters for free on my website. People can go to BronsonEquity.com and download that. I can drop that lead magnet right here on your show. It’s things where it’s like, “I want to get a taste of this. I want to get a feel for it.” There are lots of things.

You can create quizzes, you can create 21 questions you should ask before you invest in a deal. You can create lots of different things that people can find value for. Just trying to find a way that’s not like, “Go download my newsletter.” It’s something that people want. If I were hearing that, “I wonder if they have something cool to say about that specific topic.” If somebody is niched out on your topic, they’re going to want it, “I have to download it.” How could I not? At least see what it is.

This is where I’m going to talk about your binge factor right now. This is what I found that’s pretty unique because most of the people in your space, in the real estate space, the finance space, in that investing space, tend to be very programmatic about their offers but that’s not the way that you handle Mailbox Money Show.

You have this organic drop-in of this download that they might want to take, this tip, this resource that they might want to consume, the book, the chapter in the book that they might want to listen to next. Thinking about that, you’re going through it and doing it in a way as a listener, I’m accepting this as you’re giving me advice. You’re giving me something special. It doesn’t feel like I’m a part of a funnel.

I think there’s a difference between saying, “Buy my stuff or download my whatever.” If you’re on a topic and a guest is in there and they say, “We do this, this and our business.” I say, “Hold on, that reminds me of this chapter in my book where I talk about this specifically this, this, and this.” I’m doing that or in my business, when we’ve talked with 2,000 investors or raised $40 million, we’re doing this and this, and this is what I recommend.

You’re right, I’m giving advice, but it’s part of the conversation. It’s a way that as a podcaster or as an influencer, you can build authority and credibility for yourself if you create resources and then you say, “By the way, this would help you if you’re trying to solve this problem.” There’s a saying that everyone wants to buy but nobody wants to be sold to.

I had a lot of sales experience and I had to learn over time that people don’t want to be sold. They want their problems solved, they want to be helped. If I can simply be a helper and say, “This might help you along your path.” This is one thing I tell people in my book, I hope everybody reads the book because it helps people to get a guide on how to start investing. Some of those people will read the book and they will invest with us.

If they invest with someone else, that’s great too because they’ve gotten the message. I think as someone who’s in space, you’ve got to get to the point where your mission is above your profit or if it benefits you or not. You’ve got to put this other person first and people sense that. I think lead magnets play into that of just, “I want to help you, let me send this to you.” If it’s a compelling offer, you’ll get tons of interest in compelling things.

You’ve got to get to the point where your mission is above your profit. Share on X

One of my favorite guests and authors, Shane Snow said this in his book, Dream Teams, which he was talking about. When you have that benevolence factor, this idea that I’m in it for whatever, I care about you more than I care about myself, it comes through everything that you do. It makes me much more likely to download something from you and not feel this is spam and not going to be useful.

It’s a way, and this is what has changed. I don’t know if this was twenty years ago. Before, it seemed like you had to buy stuff and it would be a small ticket or whatever. Now it’s everybody gives stuff away for free and then you pay what you pay for in your business. People pay for the implementation. They pay for your coaching.

They pay for your book. They pay for investing or a course or something like that. You give away your best stuff for free just because it’s the right thing to do and you want to help people. We say we live in the information age, but now it’s the information overload age. It’s like, “I’m going to give you all this information and then if you want it distilled, you can get this thing for free or buy this.”

It’s thinking about the path of what I want someone to do. For me, I want somebody to invest with me. If I want that, there’s got to be a process where they get to know, like, and trust me. I think that goes across not just if somebody is an investor, but if somebody is going to buy your stuff, they’ve got to know, like, and trust you.

Advice For New Listeners

Do you do something special with your podcast and how do you organize it now that you’ve got 130-plus episodes? It’s a little harder for somebody new to come into your show. We’re going to hope they binge on the entire series because that’s usually likely. Do you have a short guide? Do you have a resource? Do you have a way at which you recommend, “Start here?”

I don’t. The way I look at it, there are over 3 million or 4 million podcasts out there. There’s a lot of content. When people join our email list, we do have a sequence of here’s what we do, here’s where you’re at, here’s some things you can do as an individual and walk them through that.

Do you suggest episodes on that?

Sometimes, we will. We’ll suggest certain episodes. To me, if we do video and audio for our podcast. I do four explainer videos a month, just me talking, which are YouTube videos. We have about nine or ten videos a month, including the podcasts on our YouTube. We have people who listen on a podcast platform. Some people watch. There’s a variety of ways people are putting these out there. That’s one thing we’re working on if somebody’s new to our stuff. What are steps number one, two, and three that they can do?

Podcast Shifts

I think that’s so essential. The more and more content we get, we have to help them navigate it. You were talking before about making some shifts in it. Besides maybe that, what other shifts are you thinking about your show in the future?

What we’re doing is working. One thing I’m working on, I haven’t shared this with anybody, but with AI, with using chat GPT, there’s something called a custom GPT where you upload source documents. What I want to create is a document where I’m looking for these five things, such as specific stories that they have, specific takeaways, some of their core message, relationships that are key to them, and things that.

Find a way to upload transcripts from prior podcasts, which you can do through ListenNotes and a site like a transcription website, and upload those in there. It will allow you to distill in a document. Some core takeaways without you having to listen to all these podcasts and figure out the research yourself or have one of your team do it. You can very quickly be able to source that. I’m still sorting that one out. I’m hoping to try to sort that out this week, but it’s ended up being a bigger project.

The Binge Factor | Bronson Hill |Passive Investing
Passive Investing: Finding a way to upload transcripts from prior podcasts, either through listen notes or a transcription website.

 

Have you made a custom GPT yet? I have. It’s fun.

I have. I think there’s a lot there, especially now that Chad GPT takes real-time stuff. It doesn’t just take stuff from a year ago. It’s real-time. Yes, you can create. I did a personal custom GPT where I put in all my core values, my affirmations, things I want to accomplish, the ideal, and my book in there. All of it just to have an answer when I go through with something, it can dialogue with me about stuff I’m going through and decisions I should make. It’s cool.

I’m glad you’re having some fun with that. I do personally believe that the amount of wonderful content that we have as podcasters is way more valuable to the AI system than they even recognize right at that moment. It is my mission and I’m working on that behind the scenes and everything that I do to make sure that they understand that, realize that, and recognize that.

More importantly, give you credit for that because it’s a shame if all that information gets muddied into the three million which is mostly junk podcasts out there because there are only 300,000 that are active in any good at any time. When you think about that we want to make sure those 300,000 are getting noticed for the podcast that they’re creating.

That’s my mission on the AI side of things but I love the idea of you creating that navigation process that could be personalized for someone to find the answers for what they’re looking for. If I’m a retired teacher in the Midwest, what would be the ideal path? Which episode should I listen to? That would be cool.

There’s stuff we’re figuring out now too that said if you take chat GPT and you were to put it through an IQ test, it’d have 155 IQ, which is a one in 10,000 person IQ. If you had an extra brain, what would you do with it? I was at a workshop and I was talking about this, what are the biggest problems or challenges in my life when it comes to the things I want to accomplish personally, in health, in my family, and other things? I should be spending 30 minutes a day going through spending time with Chad GPT talking about this stuff. Eventually, you won’t Chad GPT.

It’ll give you some new perspectives that you didn’t know. How exciting. I’m sure that when you doing your podcast as long as you have and being financially minded and investment-minded, you’re always thinking of the return on investment. Do you measure the monetary return on investment or the intangible return on investment from your podcast? If so, what is it?

I think about it. There are a few things it does. When you’re starting, even now, if there’s someone that I respect or I want to connect with, I can use it. “Come on my podcast.” I get to ask them a bunch of questions. There was a guy that I respected a lot that I heard from a couple of my investors. I said, “I’m going to invite this guy on, he’s a young guy, but he’s done some amazing stuff.”

I had him on my podcast. He said, “I’m going to have you on my podcast. Would it be beneficial to come to yours?” He said, “That’d be great.” It’s a way that we can use. I found that the podcast swap idea is a great way to get on other podcasts. If you have a good connection with somebody to be able to say, “Let’s create another brainstorm session, either here or after the session of how quick and introduce you to that’d be helpful.” You then get on other shows and it’s helpful to be able to grow both your brands, which I think is fun.

Podcast swap is a great way to get on other podcasts if you have really good connections. It will allow you to create a brainstorming session and introduce your brands to your target audience. Share on X

 

Upcoming Projects

That’s great. I do think that that’s my favorite part is creating this bigger network, being able to satisfy my curiosity, and getting someone interesting that I wouldn’t get to talk to otherwise. That is my intangible. What’s next for you in your business? You’ve got your book launched, but what’s coming up for the rest of this year besides Chat GPT, and maybe a custom one?

We’re continuing to do more deals. We’re finding things that are exciting in real estate, outside of real estate, the business helping people to generate cashflow passively. We had a monthly meetup and we did our first conference this fall with about 170 investors. We’re planning for probably February 2025 with a thousand people, so we’re starting to plan that. One of the parts of firing myself is I’ve been able to try to take more time off. I’m going next month to Everest Base Camp and in Nepal as well as in India on the way back. I’m excited about doing a little travel and continuing to work hard and play hard.

Closing Words

That’s exciting. Bronson, I’m so glad you have your podcast Mailbox Money Show, a passive investing podcast. Fantastic. Thank you, Bronson Hill for being a podcaster.

Thanks, Tracy. It was a lot of fun. Thanks for having me.

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I’m so glad we talked about the idea of listener growth being a lead growth because too often we forget that when we’re here. We’re all concerned about our stats and we’re thinking about our listeners. This show has a hundred thousand followers, but does it have a hundred thousand leads? When we’ve got a hundred valuable listeners listening every single week, they’re doing more than passive listening. They’re reaching out to us. They’re investing with us. They’re joining our mailing list. They’re asking us for more.

Our ultimate goal here is lead growth, not just listener growth for most of us with business-style podcasts. Think about this as you’re working through things because unless your model is making passive money in advertisement and sponsorships, then we just need big listener numbers and it honestly doesn’t matter whether they convert for us. We want them to convert for our sponsors.

That is its own model that is very different from the lead growth model, which Bronson Hill has magnified here. He’s very specific about his model, about the investor types, about the listener types, about where he’s going with it. It has a direct correlation to the investment deals he wants to do and the education and the space that he wants to do. Thinking about that and then understanding that things may shift over time for you just as they have for Bronson.

Your return on investment might be different in your first 50 episodes than it is in your second 50 episodes. It may be different in your third year of podcasting. It may be different when you discover that your audience isn’t quite the audience that you expected, the ones that are reaching out to you, those that are turning into leads, and you want to change your show and grow with them.

The key to making it continuously work for you is to remember that it needs to be sustainable over time. It can’t just be the same thing it was when you started it to where it is now. That’s not a sustainable model in podcasting because the podcasting ecosystem changes. Your listeners have different needs as they grow with you, especially the ones who are continually listening.

Your new listeners have a lot of things that are happening to them. There’s a lot of noise in the world. When Bronson was starting with mailboxes, mail was easy. I don’t even think I look at most of the stuff that comes in my mailbox. I just throw most of it away, never even reading it. Isn’t that the same thing with our email now and with our chat?

When the world is changing around you, your podcast does too. That’s one of the things that I appreciate about Bronson Hill and having him on the show here is that he’s willing to talk about how those shifts happen. Take a listen to the Mailbox Money Show, check out Bronson Hill, and be sure to go to PodcastersUnited.org where we have links to everything.

It makes it convenient for all of the guests on The Binge Factor and all of the topics that my partner and husband, Tom Hazzard, and I cover every single week in Feed Your Brand. If you didn’t know about Feed Your Brand, make sure you go check that out. Both of them are at PodcastersUnited.org. Thanks everyone for tuning in. I’ll be back with another podcaster here 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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