Building a High Ticket Offer | The Best Way to Monetise a Podcast

Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off. Ash and Kane tell you everything you need to know about starting a podcast in this episode. They share their experiences and provide practical tips on overcoming imposter syndrome, getting out of your own way, and taking action. Don’t miss out on this essential guide for aspiring podcasters and learn the first steps needed when starting a podcast. KEY TAKEAWAYS Overcome imposter syndrome by interviewing experts and absorbing their knowledge, becoming an authority over time Set up your equipment and do test recordings to familiarise yourself with the process, even if you don't plan to launch yet Listen to podcasts in your niche to get a feel for what you like and don't like, but don't get stuck in the research phase! Book interviews or studio sessions to create accountability and commitment to your podcast Avoid scripting your episodes, as it can hinder your ability to be authentic and engage with your guests Embrace the fact that your first episodes might not be perfect, but the only way to improve is by doing Don't make excuses or lie to yourself about why you haven't started; be honest about your fears and take action Consistency is key! Keep recording, learning, and improving with each episode BEST MOMENTS "No show should be scripted unless it's fictional” "Own the fact that you're scared to get started or you've got impostor syndrome. You don't need to make up an excuse, especially when you're talking to one of us because we must get it so often." "If you are suffering with imposter syndrome, and you think, well, I've only been in that space a few years, I don't feel like I can be teaching, fine. But with podcasting, so many people do interviews. So you could know nothing about a subject." VALUABLE RESOURCES Website EPISODES TO CHECK OUT NEXT Podcast Production - The Cost of the Wrong Choice How to Launch a Number 1 Podcast - Part 1 ABOUT THE HOSTS Kane Baron & Ashley Morris run the UK's first and largest Podcast Agency, Progressive Media. They specialise in planning, launching, and Growing Podcasts that Generate Leads, Revenue and Business opportunities as well as helping Experts and Entrepreneurs improve Credibility and Positioning within their niche to Scale their Personal Brand and Business. Kane and Ashley manage over 100 Podcasters every week Including Rob Moore, Kevin Clifton and Dapper Laughs. They have supported hundreds of Podcasts in generating tens of Millions in combined Revenue. Progressive Media have provided Production, Marketing and Consultancy services to help creators Launch, Scale & Monetise their Podcast for over 7 years. CONNECT & CONTACT Instagram LinkedIn Email: [email protected]

Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off. Ash and Kane dive into how podcasters can expand their niche show without losing their core audience. They discuss the importance of starting niche, building a loyal following, and gradually broadening your content by interviewing guests slightly outside your niche. They also share their own experiences and offer valuable insights on how to make the transition successfully while maintaining your credibility and authority. KEY TAKEAWAYS Start with a niche podcast to build a loyal audience and establish your authority in the space Gradually expand your content by interviewing guests slightly outside your niche who can provide valuable insights related to your topic Leverage your niche audience to attract sponsors who are willing to pay more for targeted advertising When interviewing guests outside your niche, position yourself as the student and allow them to be the teacher Test different formats and guests to see what resonates with your audience before increasing the volume of broader content Choose to expand into areas where you have the most knowledge, connections, or potential for monetisation Ask your listeners for feedback on which direction they'd like to see your podcast expand As you broaden your content, ensure you can still connect the dots between the guest's expertise and your core audience's interests BEST MOMENTS "Build that relationship with your audience so that they will listen to whoever you talk to, like, Chris Williamson has probably got a massive audience of people that listen to all of his interviews, and instead of coming for the interview, they're coming for him." "You can talk to people outside of your niche once you've built that audience who are going to follow you wherever you go." "You can start to go into those spaces without positioning yourself as the expert and then being more of the inquisitor. So, we know a bit about that. We know a bit about all of these different areas, but we can then start to broaden out to content marketing and our listeners will know that if we're talking about podcasting, it's us providing all the value." "Just recapping that start niche build your loyal following by taking the following from somebody else So, if we're podcasting for podcasters, great, let's go to the podcast show, let's go to podcast support groups on Facebook, etc." VALUABLE RESOURCES Website EPISODES TO CHECK OUT NEXT Podcast Production - The Cost of the Wrong Choice How to Launch a Number 1 Podcast - Part 1 ABOUT THE HOSTS Kane Baron & Ashley Morris run the UK's first and largest Podcast Agency, Progressive Media. They specialise in planning, launching, and Growing Podcasts that Generate Leads, Revenue and Business opportunities as well as helping Experts and Entrepreneurs improve Credibility and Positioning within their niche to Scale their Personal Brand and Business. Kane and Ashley manage over 100 Podcasters every week Including Rob Moore, Kevin Clifton and Dapper Laughs. They have supported hundreds of Podcasts in generating tens of Millions in combined Revenue. Progressive Media have provided Production, Marketing and Consultancy services to help creators Launch, Scale & Monetise their Podcast for over 7 years. CONNECT & CONTACT Instagram LinkedIn Email: [email protected]

Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off. Join Ash and Kane as they address some of the bad podcasting advice that is frequently posted on Instagram. They explain why certain advice could be harmful to your podcast, as well as share the good advice that they have come across too! KEY TAKEAWAYS You don’t need a lot of equipment to get started but you do need some to get audio quality. Never record straight into your phone mic, it will sound awful and people won’t listen. There’s no need to edit out every ‘uhm’ and ‘ahh’, filler words are a natural part of conversation, you want your podcast to sound authentic and not over-processed. You can use existing content as a starting point but you don’t have to create blog content to use before starting a podcast! A monotone or ‘neutral’ voice will turn people off a podcast. Too much planning can be detrimental. It’s best to create the content first and then create the narrative. Think about your ideal listener and focus the content you create around them. Building an audience is the most important element of a podcast, you need to work on this first before anything else. Don’t do anything that takes away from your podcast content being the best it can be. If you take too much focus away from your core podcast content to do trends, it will be to the detriment of your podcast. If you are only doing something for monetary gain, your audience will see through it. If you need to instantly monetise from the beginning, then focus on sponsorship. Use giveaways to incentivise people to follow and review within a time window you want, to help you rank. BEST MOMENTS "You can get a podcast live within an hour but no one will listen to it” “Finding guests who have been on camera before helps” “Be fluid, dynamic, ups and downs with your tone” “Do the content, build the narrative after” “It doesn’t matter if you’re in a competitive market if you already have the audience” “If we just do the best podcast episode, the rest just figures itself out” “Give away something that is related to your business” VALUABLE RESOURCES Website EPISODES TO CHECK OUT NEXT Podcast Production - The Cost of the Wrong Choice How to Launch a Number 1 Podcast - Part 1 ABOUT THE HOSTS Kane Baron & Ashley Morris run the UK's first and largest Podcast Agency, Progressive Media. They specialise in planning, launching, and Growing Podcasts that Generate Leads, Revenue and Business opportunities as well as helping Experts and Entrepreneurs improve Credibility and Positioning within their niche to Scale their Personal Brand and Business. Kane and Ashley manage over 100 Podcasters every week Including Rob Moore, Kevin Clifton and Dapper Laughs. They have supported hundreds of Podcasts in generating tens of Millions in combined Revenue. Progressive Media have provided Production, Marketing and Consultancy services to help creators Launch, Scale & Monetise their Podcast for over 7 years. CONNECT & CONTACT Instagram LinkedIn Email: [email protected]

Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off. Ash and Kane talk all about podcast guests in this episode. They discuss how to not only find great guests but also tips on how to specifically find them for your niche and book guests who will provide value for your audience. KEY TAKEAWAYS Don’t take a guest’s likes, comments etc at face value. Do your research to ensure their audience engagement is real. Having someone with genuine engagement is more important than big numbers, people in a niche with a loyal following are perfect. Someone who is already a content creator almost always automatically makes a good podcast guest. Choose a guest who is active on social media and is willing to promote you. Knowledge and experience aren’t the only important factors in a guest, they need to be engaging for your audience too. As your podcast grows, you can become choosier with your guests, they need to start becoming more credible. Always ensure your guests are on brand and relevant to your show. BEST MOMENTS "Double check their engagement looks real” “You’re trying to get someone who people care about a lot and will listen to what they say” “When they deliver content they are more comfortable” “Are they a confident and competent person?” VALUABLE RESOURCES Website EPISODES TO CHECK OUT NEXT Podcast Production - The Cost of the Wrong Choice How to Launch a Number 1 Podcast - Part 1 ABOUT THE HOSTS Kane Baron & Ashley Morris run the UK's first and largest Podcast Agency, Progressive Media. They specialise in planning, launching, and Growing Podcasts that Generate Leads, Revenue and Business opportunities as well as helping Experts and Entrepreneurs improve Credibility and Positioning within their niche to Scale their Personal Brand and Business. Kane and Ashley manage over 100 Podcasters every week Including Rob Moore, Kevin Clifton and Dapper Laughs. They have supported hundreds of Podcasts in generating tens of Millions in combined Revenue. Progressive Media have provided Production, Marketing and Consultancy services to help creators Launch, Scale & Monetise their Podcast for over 7 years. CONNECT & CONTACT Instagram LinkedIn Email: [email protected]

Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off. Ash and Kane give their thoughts and opinions on the current state of podcasting. They discuss the increase in listenership, the best ways to ensure you rank highly as well as the opportunities available in the podcasting space right now. KEY TAKEAWAYS There are approximately 14k active podcasters right now, which is a comparatively low number to other forms of media. The combination of low competition and new tools that can be utilised makes now the perfect time to start a podcast. There hasn’t been an increase in active podcasting since 2020 but there are more listeners than ever. As well as SEO, total episodes and upload frequency help your show rank higher. Generally, business people tend to lean towards the Apple app for listening yet new listeners are often on Spotify. BEST MOMENTS "Podcasting, right now is probably the best time to get into it” “Now you don’t have to convince people what a podcast is” “Search is a big thing when it comes to ranking highly” “People genuinely don’t know Apple podcasts exist which is wild to me” VALUABLE RESOURCES Website EPISODES TO CHECK OUT NEXT Podcast Production - The Cost of the Wrong Choice How to Launch a Number 1 Podcast - Part 1 ABOUT THE HOSTS Kane Baron & Ashley Morris run the UK's first and largest Podcast Agency, Progressive Media. They specialise in planning, launching, and Growing Podcasts that Generate Leads, Revenue and Business opportunities as well as helping Experts and Entrepreneurs improve Credibility and Positioning within their niche to Scale their Personal Brand and Business. Kane and Ashley manage over 100 Podcasters every week Including Rob Moore, Kevin Clifton and Dapper Laughs. They have supported hundreds of Podcasts in generating tens of Millions in combined Revenue. Progressive Media have provided Production, Marketing and Consultancy services to help creators Launch, Scale & Monetise their Podcast for over 7 years. CONNECT & CONTACT Instagram LinkedIn Email: [email protected]

Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off. Ash and Kane debunk common myths and misconceptions about podcasting. They discuss the importance of niching down, the ease of creating podcast content compared to other platforms, and the benefits of podcasting despite its discoverability challenges. KEY TAKEAWAYS You don't need to be an authority to start a podcast; interviewing experts can provide valuable content for your audience. Podcasting for business is not oversaturated; niching down and providing quality content can help you stand out in your space. Investing in good equipment and editing is important, but you don't need fancy gear to get started. Having a niche or topic of focus is crucial for attracting and retaining listeners, unless you have a large existing audience or network. While high-quality content is essential, poor audio quality can deter listeners from engaging with your podcast. Podcasting is one of the easiest forms of content to create and repurpose across multiple platforms. Podcasts have a discoverability problem, but this can be overcome through good SEO and leveraging algorithms on other platforms. Editing your podcast is necessary to ensure a polished and professional final product. BEST MOMENTS "People don't know who you are and they don't care. They will come for the knowledge and they'll stay for your personality." "You can only turn long form into short form, you can't turn short form into long form." "Once you've got that person in your ecosystem, they keep coming back, which is great." "Your output needs to be very, very good. Good trailers, good intros, good outros, good promo clips, good clips for your guests to share." "Please edit your podcast. You don't need to go over the top and take out every um, uh, and et cetera, but you do need to make it listenable and you do need to make it sound nice." VALUABLE RESOURCES Website EPISODES TO CHECK OUT NEXT Podcast Production - The Cost of the Wrong Choice How to Launch a Number 1 Podcast - Part 1 ABOUT THE HOSTS Kane Baron & Ashley Morris run the UK's first and largest Podcast Agency, Progressive Media. They specialise in planning, launching, and Growing Podcasts that Generate Leads, Revenue and Business opportunities as well as helping Experts and Entrepreneurs improve Credibility and Positioning within their niche to Scale their Personal Brand and Business. Kane and Ashley manage over 100 Podcasters every week Including Rob Moore, Kevin Clifton and Dapper Laughs. They have supported hundreds of Podcasts in generating tens of Millions in combined Revenue. Progressive Media have provided Production, Marketing and Consultancy services to help creators Launch, Scale & Monetise their Podcast for over 7 years. CONNECT & CONTACT Instagram LinkedIn Email: [email protected]

Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off. Ash and Kane dive into the world of podcast sponsorships, revealing why brands should invest in this powerful advertising medium. Discover the unique benefits that podcast sponsorships offer, from reaching high-income audiences to enjoying long-lasting returns on investment. Ash and Kane share insider tips and real-life examples that will inspire both brands and podcasters to maximise their success in this exciting space. KEY TAKEAWAYS Podcast sponsorships offer a lifetime of return, as episodes continue to be downloaded long after the initial sponsorship period, providing ongoing exposure for brands. Podcast listeners tend to have higher incomes compared to other platforms, making them a valuable target audience for sponsors. Authentic, host-read ads tailored to the podcast's style resonate better with listeners and lead to higher engagement and conversion rates. Brands should seek out podcasts with a niche audience that aligns with their target market for maximum return on investment. High-ticket offers with high profit margins and long customer lifetime values are best suited for podcast sponsorships. Podcast advertising is harder to skip compared to other formats, ensuring the sponsor's message is heard by the audience. Sponsoring interview podcasts allows brands to be associated with the guests and their respective brands, enhancing credibility and reach. Brands should consider factors such as the percentage of the audience they can sell to, the cost of acquiring customers, and the lifetime value of customers when deciding to sponsor a podcast. BEST MOMENTS "Podcast listeners are generally creatures of habit. And as an industry part, it's sort of the way that you measure downloads is how many downloads an episode gets in a 30-day period, because people might take a few days or a few weeks to listen, but generally they always listen." "If you can find a brand as a podcaster, or if you as a brand can find a podcast that has your exact audience, and they listen to everything they say, and they see them as an expert, and as someone in their space that's worth listening to. then that audience is so much more valuable to you than just being a billboard essentially on a show that approaches random people." "Acast found last year that 72 per cent of people visited a company's or sponsor's website after hearing an advert on a podcast, which is kind of impressive when you think about it” VALUABLE RESOURCES Website EPISODES TO CHECK OUT NEXT Podcast Production - The Cost of the Wrong Choice How to Launch a Number 1 Podcast - Part 1 ABOUT THE HOSTS Kane Baron & Ashley Morris run the UK's first and largest Podcast Agency, Progressive Media. They specialise in planning, launching, and Growing Podcasts that Generate Leads, Revenue and Business opportunities as well as helping Experts and Entrepreneurs improve Credibility and Positioning within their niche to Scale their Personal Brand and Business. Kane and Ashley manage over 100 Podcasters every week Including Rob Moore, Kevin Clifton and Dapper Laughs. They have supported hundreds of Podcasts in generating tens of Millions in combined Revenue. Progressive Media have provided Production, Marketing and Consultancy services to help creators Launch, Scale & Monetise their Podcast for over 7 years. CONNECT & CONTACT Instagram LinkedIn Email: [email protected]

Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off. Ash and Kane dive into the world of personal branding versus business branding. Discover why personal brands are thriving while business brands struggle to keep up in today's fast-paced digital landscape. Learn the secrets to building a successful brand that resonates with your audience and allows you to pivot seamlessly. KEY TAKEAWAYS Personal brands outperform business brands in terms of followers, leads, income, and status in your space. Attaching a personal brand to a business can lead to massive success, as seen with examples like Elon Musk, Stephen Bartlett, and Hagley watches. Business brands need a distinct personality to succeed, using comedy, memes, and emotional storytelling to engage their audience. Personal brands allow flexibility and the ability to pivot to different niches while maintaining an engaged audience. Business brands worked well in the past, but new successful brands in recent years often have a strong personal brand attachment. High-ticket items are more likely to be purchased when associated with a personal brand, especially for services like training courses, agencies, and consultancies. Car influencers like CarWow and Doug DeMiro have more impact on consumer decisions than traditional car company advertising. Building a personal brand is crucial for securing sponsors, selling products, and establishing yourself as a leader in your industry. BEST MOMENTS "Business brands are dead. Nobody wants to buy from a nameless corporate entity." "People buy into you. Your story, your message. And that is so powerful." "If you're going to do a business brand, make it a business brand with a personality that's distinct and unique." "Personal brand will always outperform business brand." "Can you name a luxury brand that has become massive in the last five years that doesn't have a big personal brand attachment?" VALUABLE RESOURCES Website EPISODES TO CHECK OUT NEXT Podcast Production - The Cost of the Wrong Choice How to Launch a Number 1 Podcast - Part 1 ABOUT THE HOSTS Kane Baron & Ashley Morris run the UK's first and largest Podcast Agency, Progressive Media. They specialise in planning, launching, and Growing Podcasts that Generate Leads, Revenue and Business opportunities as well as helping Experts and Entrepreneurs improve Credibility and Positioning within their niche to Scale their Personal Brand and Business. Kane and Ashley manage over 100 Podcasters every week Including Rob Moore, Kevin Clifton and Dapper Laughs. They have supported hundreds of Podcasts in generating tens of Millions in combined Revenue. Progressive Media have provided Production, Marketing and Consultancy services to help creators Launch, Scale & Monetise their Podcast for over 7 years. CONNECT & CONTACT Instagram LinkedIn Email: [email protected]

Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off. Kane and Ash share how you can get guests and sponsors for your podcast show. They talk about the proven ways to secure sponsorship deals and how to attract the right kind of guests to interview. Ash and Kane also reveal some of the common mistakes people make when approaching sponsors and guests and what you can do differently to get a better outcome! KEY TAKEAWAYS You don’t need to give every bit of information in an initial email to a sponsor, focus instead on the bits of information that prove to them why they should be interested in sponsoring your show specifically. Will guests you want to stand out from the many podcast requests they get, what makes you and your show different, think about how to differentiate your communication to them. Just one or two notable guests are worth mentioning in an initial email, to incite interest, no one is expecting you to list every guest but recognisable names in your niche can be very helpful for signalling legitimacy. Watch your tone, formal is easily dismissed. It’s better to be personal and authentic in how you communicate. Guesting on other podcasts is an opportunity to share yourself, tell their audience what you can offer, your expertise and more When pitching to guests, talk about what you can offer them, and sell them the benefits of being interviewed by you. BEST MOMENTS "You’re not trying to sell it in an outreach email, what you’re trying to do is get someone interested so you can have a conversation” “It’s a with or without you approach that works” “People are really formal” “Keep it short, give them a reason to ask a question” VALUABLE RESOURCES Website EPISODES TO CHECK OUT NEXT Podcast Production - The Cost of the Wrong Choice How to Launch a Number 1 Podcast - Part 1 ABOUT THE HOSTS Kane Baron & Ashley Morris run the UK's first and largest Podcast Agency, Progressive Media. They specialise in planning, launching, and Growing Podcasts that Generate Leads, Revenue and Business opportunities as well as helping Experts and Entrepreneurs improve Credibility and Positioning within their niche to Scale their Personal Brand and Business. Kane and Ashley manage over 100 Podcasters every week Including Rob Moore, Kevin Clifton and Dapper Laughs. They have supported hundreds of Podcasts in generating tens of Millions in combined Revenue. Progressive Media have provided Production, Marketing and Consultancy services to help creators Launch, Scale & Monetise their Podcast for over 7 years. CONNECT & CONTACT Instagram LinkedIn Email: [email protected]

Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off. Listen in to this episode with Ash and Kane to discover how to build a high ticket offer for your audience. Whether you're a podcasting newbie or a seasoned pro, this episode is packed with actionable tips and tricks to help you monetise your show. KEY TAKEAWAYS Reverse engineer your podcast niche to attract your ideal customers Leverage the intimate nature of podcasting to sell high-ticket items with ease Use your audience insights to create products they can't resist Give away your best stuff for free to showcase your value and expertise Create one core high-ticket offer that knocks your audience's socks off Infuse your products with your unique personality to boost sales Build your audience before launching to ensure your product is a hit Promote your offers authentically through natural conversations and client interviews BEST MOMENTS "Podcasting is one of the only mediums, cause it's long-form, that allows you to go straight into high ticket." "What they will think is, wow, if this is what I'm getting for free, what will happen if I pay more? So, by giving away everything, they will always assume there's more. Always assume there's more." "People love their podcast hosts. So, when you have a product, if it's something to do with you, you've got a way better chance." VALUABLE RESOURCES Website EPISODES TO CHECK OUT NEXT Podcast Production - The Cost of the Wrong Choice How to Launch a Number 1 Podcast - Part 1 ABOUT THE HOSTS Kane Baron & Ashley Morris run the UK's first and largest Podcast Agency, Progressive Media. They specialise in planning, launching, and Growing Podcasts that Generate Leads, Revenue and Business opportunities as well as helping Experts and Entrepreneurs improve Credibility and Positioning within their niche to Scale their Personal Brand and Business. Kane and Ashley manage over 100 Podcasters every week Including Rob Moore, Kevin Clifton and Dapper Laughs. They have supported hundreds of Podcasts in generating tens of Millions in combined Revenue. Progressive Media have provided Production, Marketing and Consultancy services to help creators Launch, Scale & Monetise their Podcast for over 7 years. CONNECT & CONTACT Instagram LinkedIn Email: [email protected]