I’m Jamie Kennedy, an Executive Podcast Producer at Brave Moon Podcasts. My expertise lies in assisting health and fitness professionals in launching and growing successful podcasts.
In this blog, we’ll explore a new approach to podcast marketing—one that might seem like a tightrope walk over a pit of molten lava for many health and fitness professionals. But what if there’s a better way? A way to attract ideal clients, build genuine trust, and sell your services authentically, all without feeling like a used car salesperson? Welcome to the world of podcast-powered selling.
In this episode, we talk about…
The biggest sales mistakes podcasters make and how to avoid them.
How to build trust and relationships that lead to sales naturally.
Five practical strategies to sell authentically on your podcast.
Transcribed Podcast Episode
Imagine you're fresh out of your accreditation, bursting with excitement to help people reach their goals.
But then the harsh reality sets in.
Cold calls feel like jumping into polar water, pushing personal coaching or sessions feel like pulling molars, and the constant "selling yourself" leaves you feeling like a used car salesman (with apologies to used car salesmen everywhere).
Your heart sinks.
Is this really what building a successful fitness career means? Feeling inauthentic and pushy just to get clients? Ugh.
The Turning Point: A friend pops up with a surprising suggestion: podcasting.
You scoff at first. "Talk into a microphone for hours? Sounds lonely." How am I supposed to get clients hiding behind a mic?
But the idea lingers. What if you could share your passion, your expertise, and connect with people who genuinely resonate with it? No scripts, no pressure, just you being you.
It's not an overnight success story. But slowly, things shift. People start reaching out, thanking you for the valuable content, sharing their struggles and triumphs. They feel like friends, not leads. Soon, inquiries about working with you start rolling in organically. The "selling" part? It practically vanishes.
Now, your podcast is the heart of your business. You get to help people, share your passion, and build genuine relationships – all without feeling like a slimy salesperson. It's truly the best of both worlds, and it all started with the courage to step outside your comfort zone and embrace a different approach.
Hey coach! Feeling a little lost in the marketing jungle? Jamie Kennedy from Brave Moon Podcasts here, helping you rise above the noise and turn your skills into profit with podcasting.
I’ve produced podcasts for Virgin Active, Functional Training Institute, and coaches like you. I know you're busy, so my podcast cuts through the clutter, giving you actionable steps to market your business in less time with a podcast-led marketing strategy that works.
Ready to amplify your impact and connect with your dream clients? Grab my FREE Start-a-Podcast guide in the show notes. It's packed with industry-best choices for equipment, software, and a step-by-step checklist to get you rolling.
Download it today and let's. Launch. You.
Alright, coach, let's talk about the elephant in the recording studio: selling. We all know it's important to attract clients and grow our businesses, but let's be honest, traditional sales pitches can feel a bit…icky, especially in the world of podcasting.
Think about it. You're listening to a show you enjoy, learning valuable stuff, feeling connected. Then BAM! Suddenly, the host turns into a used car salesperson, hawking their services with a script that sounds more desperate than delicious. Ugh, instant mood killer, right?
Here's the thing: listeners are smart. They can smell inauthenticity from a mile away. And trust me, when a sales pitch feels forced or manipulative, it backfires big time. You end up pushing people away instead of drawing them in.
So, what are some common "salesy" mistakes we podcasters make? Let's name and shame (gently, of course):
The Hard Sell: Hitting listeners over the head with features and benefits without addressing their actual needs. It's like trying to sell a sumo wrestler a weight loss pill. Not gonna work.
The Testimonial Trap: Stringing together a bunch of glowing testimonials without context. Sure, they sound impressive, but without understanding the "why" behind them, they fall flat.
The Scarcity Scam: Creating a sense of urgency with limited-time offers or "exclusive" access. This tactic might get a few quick sales, but it erodes trust in the long run.
Podcasting should always be about building relationships, not closing deals. When you focus on providing value, sharing your expertise, and genuinely connecting with your audience, the sales will naturally follow. Think of it as planting seeds of trust that blossom into loyal clients over time.
So, is there really a way to sell authentically on your podcast without sounding like a used car salesperson? Absolutely! Let's ditch the pushy tactics and talk about a smarter, more organic approach: aka building your email list.
Imagine your email list as a fitness community. Each listener is like a person embarking on a fitness journey. You, as the coach, provide valuable workout routines, healthy recipes, and motivational tips to help them reach their goals. As they progress and see results, their trust and connection with you deepen, making them more open to exploring your personalized training programs or other offerings.
Here's the beauty of this approach: podcasts are like magnets for your ideal audience. You're already attracting people interested in your niche, building trust with your authentic voice and expertise. Why not leverage that connection to nurture a relationship beyond the single episode?
But here's the key: your email list is still all about providing value. I'm like a broken record - in this day and age of marketing, providing value is key. So don't just blast your email list with sales pitches. Instead, try these things to focus on:
Offering free, downloadable resources that solve your audience's pain points. This could be a mini-guide, a checklist, or even a cheat sheet.
Sharing exclusive podcast bonus content not available to the general public. This could be interviews, Q&A sessions, or deeper dives into specific topics.
Providing valuable insights and tips relevant to your audience's needs and goals. Remember, people don't buy products, they buy solutions.
By consistently offering value, you're building trust and establishing yourself as an authority. You're not just selling something, you're becoming a trusted guide on their journey. And when they're ready to invest, guess who they'll think of first? Yep, you!
Selling without the dreaded sales pitch is really about playing the long game and building trust with your dream clients. Building an email list takes time and effort, but the payoff is huge. You'll have a direct line of communication with your ideal audience, a platform to nurture relationships, and ultimately, an engaged community ready to say "yes" to your offerings.
Alright, we've learned why pushy sales tactics backfire and the magic of building an email list. Now, let's get down to brass tacks: how do we actually sell authentically on our podcasts? Remember that’s it's all about subtlety, value, and building genuine connections. Forget the used car salesman schtick, here are some strategic "soft sell” hacks to sprinkle into your episodes. You guessed it, it’s 5 Hacks time.
Hack # 1 - Share Inspiring Client Success Stories: Nothing speaks louder than results! Feature case studies of clients who achieved amazing things with your help. Share their struggles, celebrate their victories, and showcase the impact you can make. But remember, authenticity is key – let their genuine voices tell the story.
For example, I could tell you about one of my most favorite clients I’ve ever worked with. We’ve just released her 115th episode. Essentially, Meg Durham started her podcast with $11.26 in her business bank account - and now? She has a thriving business and a book publishing deal. She’s in the top 5% of all podcasts globally, she consistently ranks in the top charts in Education and Self-Improvement, and 93% of her listeners match her target audience. What do we do for Meg? Well first, we edit her episodes like we would a story, ensuring that each episode captivates her listeners. Her topics are rich and insightful, so it’s important to foster deeper understanding for her audience. In addition, we also create show notes that are rich in key words that help her get discovered on the various listening apps. If you’re curious to learn more and listen to her podcast, please check out the show notes. There is a link to her case study there.
Hack # 2 - Give your audience a taste of what you offer with free, downloadable resources related to your paid services. This could be a mini-workout plan, a healthy recipe guide, or a meditation cheat sheet. Make it valuable, actionable, and branded with your expertise.
For example, I offer the free Start a Podcast Guide, which actually features the exact equipment and software setup I use to podcast. No fancy, expensive or confusing equipment. I wanted to make sure that my setup was something that even someone’s Grandma could work with. Yes, it really is that simple.
Hack # 3 - Highlight Testimonials with Heart: Sprinkle in genuine testimonials from happy clients, but choose your words wisely. Instead of focusing on features, emphasize the emotional impact your services had on their lives. Let their gratitude shine through, connecting with listeners on a deeper level.
For example, I just had a client post an amazing Instagram Story, where she shared “Jamie Kennedy has been a game-changer for our podcast journey. I highly recommend Brave Moon Podcasts and Jamie Kennedy to anyone seeking a partner who not only delivers exceptional podcast production but also genuinely cares about the success and wellbeing of her clients. Thank you, Jamie, for your unwavering support and dedication!”
Listen, I know it can be really hard to share testimonials. It feels a little like you’re bragging. And if you suffer from imposter syndrome and perfectionism like me, you can relate - it doesn’t feel quite right to share testimonials! Will everyone experience 5 stars working with you? It’s almost like you’re afraid to share a raving review, just in case someone else doesn’t have the same experience. Is that weird to think? But you have to remember… every time someone sets aside time in their busy lives to think of you and to give you a compliment? Is a huge deal and something that should never be taken lightly. There’s so much gratitude I have now for every testimonial provided, knowing that that person cared enough to create it. So let’s do them a service by sharing it with the world - because everyone else deserves to hear it too!
Hack # 4 - Tease Upcoming Events: You can absolutely mention upcoming workshops, consultations, or coaching programs you offer. Don't pressure anyone, but simply plant the seed and highlight the benefits. You can always offer something exclusive just to your podcast audience - using a special podcast code or something to indicate they’re valued as a listener. Keep these promo’s to less than 30 seconds.
For example, did you know I just started offering a Cash-Positive Podcast Intensive training? It’s fully online, so you can do the training from anywhere, and over the course of 3 weeks, I give you every single ounce of my knowledge when it comes to promoting and monetizing your podcast from launch. Link is in the show notes. Was that under 30 seconds?
Hack # 5 - Craft Compelling Calls to Action: Don't just say "join my email list." Tell them why it's valuable. Offer enticing incentives like bonus content, exclusive offers, or early access to future programs. Make it clear what they'll gain by joining your community.
Remember, throughout all this, authenticity is your superpower. Be yourself, express genuine passion for your work, and focus on helping your audience. The sales will naturally follow when you build trust and establish yourself as a valuable resource.
Ready to start your new podcast marketing approach?
Sign up for the “Free Podcast Launch Guide”, a beginner-friendly guide that simplifies the podcasting process and empowers you to share your voice with the world.
Happy podcasting.
