Make Money From Podcasts

Speaker 1 Welcome to the Proven Podcast, where it doesn't matter what you think, only what you can prove.

Speaker 1 Today's guest, Luis Diaz, shows us how he generated real revenue for every podcast, no matter the size, using a proven formula.

Speaker 2 The show starts now. We're on with Luis Diaz, and he's one of those individuals who has turned it so you can actually make money with your podcast.

Speaker 2 There's so many people out there that know that you used to have to have a book for social proof, and now you need podcasts, but podcasts shouldn't make profits.

Speaker 2 So, one of those few people that actually done it. I appreciate you coming on,

Speaker 3 Charles, man, thanks for having me on, man. It's been good to just be a friend, called a friend by you, man.
So excited to be here and excited to share.

Speaker 2 I'm excited to share, and I'm excited to have you in my life as well. Now, you are cheating here and kind of showing off for those of you who are watching the video.

Speaker 2 You got two comic clubs over your right shoulder, which means you're actually done this. So you've proven this over and over again, and your company's proven it over and over again.

Speaker 2 There's so many people. I think there's like 800,000 podcasts out there as far as episodes.
And there's just, it's just a wall of people.

Speaker 2 And so many people never get past their first three or four actual episodes. And because they're not making any money, they're not finding a way to monetize it in a specific way.

Speaker 2 I know you've done that. You've done it multiple times.
And again, we're cheating a little bit here because you've got the

Speaker 2 two comic club. What would you call your process?

Speaker 3 There's a lot of, like, so to caveat this, I think there's a lot of different ways to monetize a podcast, but the way that.

Speaker 3 I've done it specifically for my kind of business model is what I call the hot seat coaching system. All right.

Speaker 3 And that's a system where you use a podcast as a tool to bring on the right kind of prospects and help them with a problem.

Speaker 3 So you're creating great content at the same time as also warming up a prospect to then hopefully work with in a paid, you know, consulting or coaching agreement.

Speaker 2 It's one of the things I love about podcasts because as soon as we started it and we were ranked, people I could never get access to, all of a sudden I got access to.

Speaker 2 People that I would never be able to speak to were sending me requests wanting to interact with us.

Speaker 2 And I remember when we first started talking about this months and months ago, you ran into the same situation.

Speaker 2 One of the things that people don't do effectively is when they bring someone on, they don't understand just because you got them on, that's the beginning of the dance.

Speaker 2 That's the beginning of the courtship and the entire process that you're going through. And I know you've broken down your, your hot seat coaching kind of solution in very specific steps.

Speaker 2 So I know we're not going to be able to get into all of them as much as I would love to. It's just this would be a...
very long podcast.

Speaker 2 If we did that, what are your kind of your steps when you break it down? Just a quick overview. What are the steps? And then we'll go into the ones that are, we want more details on.

Speaker 3 Totally. Cool.
So

Speaker 3 high level, there are really six major steps. We could break this down further.

Speaker 3 But the high level overarching steps, number one, building a ability what I call a net, a qualification system that's going to allow us to separate the right fits from the, from the people we do not want on the podcast.

Speaker 3 Number two is outreach that's going to bring in those right kind of people from different places, your email list, your social, and other channels. Number three is recording the actual interview.

Speaker 3 There's a very specific process and a way you want to do that so that it doesn't turn into, for lack of a better terms, a shit show.

Speaker 2 All right.

Speaker 3 Number four is coming up with the right title to actually bring in more of the right listeners because this is a podcast that's going to do, it's going to help you build your audience with the right people.

Speaker 3 It's also going to help you warm up qualify leads at the same time. Number four is building or titling the episode correctly.

Speaker 3 Step number five is recording an intro and outro that sells your podcast and also sells listeners as to why they want to be on the show.

Speaker 3 And then number six is the follow-up that's going to help you put money in your pockets, even if the lead or the host, the guest in front of you does not end up turning into a client. So those are the

Speaker 3 high level kind of steps in my process that I've found to work.

Speaker 2 And what I love about it is it's using podcasts as a technical tool to scale your business. And this is what it's all about, breaking these things down.

Speaker 2 And so many people, and I'm going to, I'll I'll do the last one real quick. When you're doing it, let's second to last one.

Speaker 2 Everyone tries to record their intro and their outro live while they're interacting with them.

Speaker 2 And I don't recommend doing that. I know we're not going to go to this one in too much detail, but I'll just really quickly don't do that one live when you're doing it.
Do the before and the after.

Speaker 2 You're going to have that experience of interacting with them to be the before and the after. Please, by all means, don't try and do that as you're doing it.

Speaker 2 It's just, it's, it's, it's, as you said, a shit show. But let's get into the first step.
And I would love it if you could kind of break it down and give something really tangible.

Speaker 2 So the people at home who have a podcast or started a podcast or understand, hey, I got a business. It's not scaling.
I tried social media. It doesn't work like it used to.

Speaker 2 How can I leverage a podcast so that I can generate some income streams off of this? What is the, when you go into that first step, what are the things that people need to do? Sure.

Speaker 3 So I'll even take a step back before that and getting into this. I want to make sure a couple, couple of foundational pieces.

Speaker 3 Number one, this is really good for you if you are a coach, consultant, an expert, somebody who sells a device online.

Speaker 3 So if you have a program, it's a mastermind, maybe it's a course, you can use this to qualify and bring in the right people. So that's number one.

Speaker 3 You need to be an expert in something and already selling that device online. And then number two, you want to make sure you're already known in that space, right?

Speaker 3 So if I am an expert in podcasting, I probably wouldn't find this effective if I wanted to try and go.

Speaker 3 jump into a new market, say, like I wanted to become the, now all of a sudden the speaking coach, right? It's not going to work for me.

Speaker 3 I had to stay in my lane and coach and teach in people on podcasting. And then this will work really well.

Speaker 3 But the first step, so to get into it, if we're bringing people on the podcast, we're going to want to make sure that the right people go on the podcast, people we like, people we can help, and people we ideally work with at a longer capacity.

Speaker 3 So this first step is all about building what I call a super simple Google form. to disqualify or qualify the right kind of people.
Because I can, it's easy to get people on podcasts. Go ahead.

Speaker 2 And what are the things that qualify or disqualify? Because I agree with you, getting people on podcasts is one of the easiest things to do. Everybody wants to be on a damn podcast.
Everybody.

Speaker 2 But getting your ideal target is important. So when you do this, what are your red flags? Or like, you know, kind of like when you're going on a date, you're like, no, that person smokes crap.

Speaker 2 Now I'm going to go on a date with that. And then versus the other, well, this person's a healthy individual.

Speaker 2 What are your green flags and what are your red flags that you're like, okay, these are my deal breakers and these are my deal makers? Yeah.

Speaker 3 It depends on the product behind it.

Speaker 3 So if I'm selling, for example, a high ticket coaching program to coaches who are making at least 10K a month, one of the questions I'd want to have on there is like, hey, where are you at in your business right now?

Speaker 3 Zero to 10K, 10K to 20K, 20 to 30, and so on.

Speaker 3 And anybody who's like under that level of like, maybe I'm zero and under 10K and they're not a fit for my back end program, then I'm not going to take them on the on the podcast.

Speaker 3 I'm simply going to say, hey, thanks so much, but I don't think you're a great fit right now. Here are some other free resources you can use to help you grow, right?

Speaker 3 So we want to move those people off the calendar who are not a good fit for the back-end offer because the goal is this, is to be able to help that person on the podcast and then make an offer that is logically in alignment with where they're at.

Speaker 3 So if I'm bringing people on the podcast who are not in alignment with the next step I'm going to offer them, it makes no damn sense, right? So we're, and we'll get into this in step two.

Speaker 3 We're sending traffic to be on a podcast. This net, the step one, building out this form is really going to be dependent on the questions you ask on it.
I'll throw out some questions I ask on mine.

Speaker 3 But the questions are really dependent on what is the next, what's the offer you're going to ideally want to move them into.

Speaker 3 And those questions are really just around like qualifying who's the perfect avatar for that back end offer.

Speaker 3 So if you know your avatar, who you sell to, you can put the questions together to basically qualify or disqualify those people who should be on the podcast.

Speaker 3 probably not a good fit for the show.

Speaker 2 We love that it pre-qualifies it for you, that you don't have to sit there and go through the entire process.

Speaker 2 You actually, again, using the dating app analogy, you're already going, okay, I want a person this age to this age.

Speaker 2 I want a person in this area, you know, smokes, doesn't smoke, kids, no kids, that you're already kind of pre-qualifying before they can get on the call with you.

Speaker 2 Now, one of the things you said earlier was like, hey, if they don't qualify, having them have a walk away from us. Like, hey, okay, well, thanks for sharing.
Here's this resource. Here's this thing.

Speaker 2 Have you found one resource that works better than the other, that gives a better taste in their mouth?

Speaker 2 What have you found as far as the resources that you give away that they're like, you know, I had a really good interaction with Lewis. I appreciate it.
And you go from there.

Speaker 2 We're the ones that you like. Right.

Speaker 3 So one of the things I think are super important, you don't want to over-automate this, right? You don't want to just send them a blanket email to like, hey, thanks. Sorry, you're disqualified.

Speaker 3 No, this isn't a credit card application, right? So this is ideally going to be a voice note or a Loom video.

Speaker 3 And because if you get, at least you have like a thousand people applying to this and maybe you want to use some automation.

Speaker 3 But if you get maybe 10 and like to five of them are not a good fit, then you can shoot a quick voice message or a quick loom video like, hey, sorry, Jamie, I don't think this is a great time.

Speaker 3 However, here are some links below that can support you. You know what I mean?

Speaker 3 So a quick 30-second Loom video or a voice note, it makes them feel that you took the time to actually say, to actually look at their application and say, hey, you know, here's some other, I think these are better resources for you at your stage of your business.

Speaker 3 So that's the best thing I found because people, they trust you now and they realize that, hey, you took the time to acknowledge them and their situation.

Speaker 3 So yeah, it's a mix of maybe have some templated, some email or some like links to some good episodes like podcasts.

Speaker 3 If you created other podcast episodes that have supported their journey in the past, I'd link those or YouTube videos or if you write articles or

Speaker 3 link some articles and then just that Loom video.

Speaker 2 And then some of the

Speaker 2 qualifying questions that you asked. What are the ones you use? Yeah.

Speaker 3 So for me and what we do with podcasting, we know we can knock it out of the park with certain industries.

Speaker 3 We've had a proven process, like people in the health and wellness space, people in the finance and real estate space. So one of the things I ask people is, who do you serve?

Speaker 3 And it's kind of a double-edged sword because A, I want to see who do they serve. Like actually, do they serve like people who want to get into knitting or people who are nonprofits?

Speaker 3 Like we're probably not the best fit. But also I want to see how clear their answer is.

Speaker 3 Because if they just say, I serve moms, and no other detail, that tells me they're not ready and they don't even really know who they're serving.

Speaker 3 So I'm looking for detail and I'm looking for what industry specifically. And if they give me a very detailed answer, that tells me they know their market.

Speaker 3 And they also, you know, check one of those boxes, like, oh, like they are a real estate investor and they serve people who are doing fix and flips, you know, for houses $500 to a million dollars.

Speaker 3 That's pretty damn detailed. Like, okay, like this person knows what they're doing.
So that's the first question.

Speaker 3 I would say it's, who do you serve? The second one's really important. And it's something I learned from

Speaker 3 Ryan Levesque way back when he wrote his book, The Ask Method. And

Speaker 3 the question, you can phrase it a little bit differently, but it goes like this. It's, what's the single most frustrating problem you're facing right now in your business?

Speaker 3 If you're a life coach, you could change this to your life. If you're a fitness coach, you change this.
What's the single biggest problem that you're facing in your health?

Speaker 3 And

Speaker 3 you want to frame that up as a single biggest problem because you have a 15-minute episode. We're only going to cover one problem.
This is not a monologue of an hour.

Speaker 3 So that's why we're able to do this is scale because these are 15 minute episodes and they're back to back.

Speaker 3 So you want them to focus in on one thing because that's the only thing you're going to have time for on that episode.

Speaker 2 Gotcha. So I love that you have things that automatically disqualify.

Speaker 2 For example, when people apply for jobs and to work with us, if you give me a quick little answer, That shows you either don't know what you're talking about or you're not vested in it.

Speaker 2 You're already not going to put in the energy here. I don't expect you to be able to put on the energy later.
It's also true at a podcast.

Speaker 2 If you're kind of asking the question to the questionnaire, it tells you a lot about the type of guest that that individual is going to be.

Speaker 2 So your first step is you identify, okay, hey, I'm going to start clearing this out. These are the type of people I want.
I'm pre-qualifying them.

Speaker 2 Once I get someone, they've gone through, I haven't given the takeaway prize. I actually want to talk to them.
They've done a good job. I'm pre-qualified.
I'm like, these are good people.

Speaker 2 What is my step to? What is the next thing I'm going to do? Because again, the goal is to scale my podcast and generate an income stream. So what is my second step now?

Speaker 3 So the funny thing is, I have people fill out the form first before I have them ever talk to anybody on the, on like anything. So the first thing we're doing is we're fixing this.

Speaker 3 It's kind of in reverse, right? Because I don't want them to go and get a bunch of people saying yes. And then I have them fill out the form.
I want the form already done.

Speaker 3 Cause what we're going to do next, we're going to take this form and we're going to put it in an email. And this email script that I've used, what it does is it creates a ton of urgency.

Speaker 3 Like this is a one-time thing. I'm offering free coaching.
This is usually valued at $500 an hour. I'm giving it to you for free.

Speaker 3 And we're really kind of like positioning this email as like, this is a one-time thing, or maybe this is like a once-a-month kind of thing. It's limited in, limited in spots, all right?

Speaker 3 And I'm only picking the people that I can genuinely serve. So if I can't help you, I will let you know and I will send you some other resources.
So it's very clear. So the second step is really that.

Speaker 3 We're going to first go to our email list. That's why I highly advise you have an email list.
I don't care if it's 50 people or 100 or 100,000.

Speaker 3 You want to have an email list. If that doesn't work, if you're someone who's like, I don't have an email list, you can use your social media.

Speaker 3 I've found not as good results on social, but they still work if you have a bigger social media than you do email. So I can go through that email if you want.

Speaker 3 What do you?

Speaker 2 I think people still underestimate email lists and they overestimate social media. People will follow and, you know, I've got 130,000 people that follow me and barely any interaction whatsoever.

Speaker 2 I've got a much smaller email list. And anytime I send something out there, anything I drip, my overrate is astronomical.

Speaker 2 So I still think people do overestimate social media and they just kind of ignore email. And email is still one of the best things, if not the best things for open rates and interactions.

Speaker 2 So if you don't have an email list,

Speaker 2 build one as quickly as you possibly can. Get an email list.
It's you're losing the money on it.

Speaker 2 I get it. If you were born, I don't know, this millennial, if you were born in the 2000s, you might think that social media is still the way to do it.

Speaker 2 For the rest of us, no, no, there's, you got to go back to the good old email. So and then there's email.
What are those strips and what are those emails?

Speaker 2 And you know, I'm going to make you give us a copy.

Speaker 2 What are the things that you break down? And what have you found that the open rates increase when you're doing this? Because you're asking a lot from a person. You're asking them to stop.

Speaker 2 You're asking them to do something. You know, creating the scarcity method, which is what you talked about.
Hey, there's only a limited time. What are you going to do it for?

Speaker 2 These are human behavior methods when you're using for sales, when you're trying to influence people.

Speaker 2 You know, what are the things that you know that, hey, you know, this is my title, that my email is going to need to be this. And this is the first paragraph.
These are the first sentences.

Speaker 2 What have you found? Because you've been doing this long enough and you're clearly successful.

Speaker 2 What are the ways that you're doing, what are like the sentences? You're like, hey, this works. This one.
Yeah. Things of that.

Speaker 3 So, the biggest, so a couple of things that you mentioned there. Number one, this email is personalized.
It's it seems like it's coming from a friend.

Speaker 3 It seems like I'm shooting you a text that's like, hey, hey, Charles, want to be on my podcast.

Speaker 3 So, literally, the subject line is wanna, not like, not like want to, it's wanna want to be on my podcast.

Speaker 2 Question mark.

Speaker 3 And

Speaker 3 the opening sentence is very clear. It's like, yep, that's not a mistake.
I'm inviting, you know, 10 of 10 people to be a guest on my podcast. It says very clearly, 10, there's 10 spots.

Speaker 3 There's not 11, 12, 14.

Speaker 2 There's 10.

Speaker 3 So really for me, and then so the next line is like, so subject line, want to be a guest. Yep, that's not a mistake.
We're inviting 10 people on our podcast for laser coaching sessions.

Speaker 3 These are 20 minutes. I told you 15, so I lied.
These are 20 minute sessions, period.

Speaker 3 Now, some examples, if you you guys want to see this in action, I would highly recommend you go to Pat Flynn's Ask Pat podcast to type in on Google Ask Pat.

Speaker 3 Literally, this guy is a surgeon when he does his podcasts. I've been on there twice.
This is where I learned this system. I was like, hey, this is a great new lead gen model.

Speaker 3 There's also by there's also a show called More Cheese, Less Whiskers. And the guy does the same thing in a bit of a longer format.

Speaker 3 But the, that's where I was like, oh, with that. So that's the example of how you want to see the, if you want to see the example of those podcasts done really well.

Speaker 3 The next line is this will be a 20-minute interview.

Speaker 3 And then I kind of go into like, here's a deal. So does that make sense right now? Yeah.

Speaker 2 It does. Yeah.
So what else lines? And people ask me about this all the time when I grew my social media. Like, how did you grow it? And I was like, you got to stop the scroll.

Speaker 2 And stop the scroll exists in social media as much as it exists in your email. Your subject line is going to get them to stop.

Speaker 2 They're never going to get to your actual email unless their subject line makes them stop what they're doing and get to it. So if you're doing WANA, because that's important there.

Speaker 2 So now it feels like a personalized thing. You want to be, want to be on my podcast? And then you're using slang.
You're making it feel personal.

Speaker 2 You know, one of the things that I had to train my team was, I was like, leave my typos in. They're like, what? I'm like, I know we're automating this.
I know you don't think so. Leave the typos in.

Speaker 2 And this will drive your team out of your mind if you're doing this. If you have an assistant, if you have a VA, if you have somebody that's a bit of a grammar Nazi, this will drive them out of their,

Speaker 2 I do it on purpose because I'll purposely misspell or mess mess something up because they think it's from me. And also it's just, it's building rapport, it's building connection.

Speaker 2 It also snaps the energy. It gets someone something away, what? This is, okay, hold on.
This is actually something that was sent to me.

Speaker 2 Now, the one thing I would recommend when you're doing this to make it even more personalized when some of the emails that we do is go back and track their recent posts on their social media, on their LinkedIn, on whatever they're doing.

Speaker 2 If you're when you're interacting with someone, reference to them. There was something that, you know, Ward Buffett used to do.
You come in and Rockefeller used to do this.

Speaker 2 I think Rockefeller was the king of this.

Speaker 2 Anytime you interacted with him, as soon as you started the meeting, he would remember some finite detail that you gave him about your cousin's daughter's dog being wedded.

Speaker 2 Something that was just completely obscure. He's like, hey,

Speaker 2 how did that turn out? And you walk into your meeting and you're rough and tough and you're going up against Rockefeller and all of a sudden you're talking about your neighbor's dog.

Speaker 2 You know, what the hell? And it just immediately moves it. So he sat there and he had, again, this is before tech showed up.

Speaker 2 He had index card of everyone he ever met with these finite individual details. And his name would sit there and they would save these details.

Speaker 2 So when you're opening up, making sure the less formal will break that pattern, get people, and that's why I love what you said with the subject line.

Speaker 2 People don't do well enough with the subject line. Make sure your subject line is something that gets them to stop the scroll.
When that email comes in, they're like, wait, what?

Speaker 2 Because even on your phone, they're going to see the name and they're going to see the subject. So doing that, being less formal, getting their attention, but don't do, be too sleazy.

Speaker 2 So there is that balance there. Yeah.
So I love how you're doing that. You know, you pass this net.
You know that these are the people you want to talk to.

Speaker 2 And then immediately in your email, you're starting to build rapport. Because remember, people only buy from people they know, like, and trust.
It is what it is.

Speaker 2 They're not going to do business unless they know, like, and trust you.

Speaker 2 So building that rapport, doing that connections, making the first part of all your interactions in that way is mission critically important.

Speaker 2 And you do understand I'm going to steal copies of your emails and I'm going to post them in the scale of the report. I'm going to give people away these reports.
So I'm going to steal them.

Speaker 2 Try not to do exactly what Lewis is doing because that'll break the authenticity. It's got to be something that's related to you, something that you would actually say.

Speaker 2 There's ways that Lewis and I are friends. We've talked about it.
He knows how I speak. So if my team created an email that doesn't sound like me, that's going to break rapport.

Speaker 2 So you've got to make sure that does authentically sound like your voice. In an age of authenticity, this is what's super important.

Speaker 2 Love it. Love it.
We've got step two, and now we're going to try to get into step three. We're trying to get into the ballgame.
How do we get them to the next step where they qualify?

Speaker 2 They send an email back. When they send this email back, by the way, how many emails do you go back and forth to? Like, you know what? Let's book.

Speaker 2 When do you try and close them to book on your podcast?

Speaker 3 Great question. So

Speaker 3 we've got the form. We've got the email.
So let's just say now,

Speaker 3 I'll finish off something here in step two. So in step two, in that email, that initial email I send out, I build rapport.
I tell them what the deal is. Like I'm inviting 10 people on my podcast.

Speaker 3 And then I say, this is really important. Here's what to do next.
There's two, or three steps, really. Number one, fill out the application below.

Speaker 3 We need to know a little bit about you and your business so we can make sure you're a good fit. Nobody gets on the podcast unless they fill out the application, period.

Speaker 3 Because I'm having it, because I'm going to automate this later. I'm going to have a VA do this and they're going to sift through the applications.

Speaker 3 So step one, fill out the application. Number two, if you're accepted, we'll send you a booking link.
And these booking links are very, like, it's a block of your time.

Speaker 3 It's like three or four hours on a Friday or a Monday or whatever is good for you. And they're 20-minute blocks.
There is no 30-minute episodes. There's no 45-minute episodes.

Speaker 3 These are 20-minute blocks, period.

Speaker 3 So in my first email, I have that. Like, here's what to do next.
Fill out this application. If you're sound, if you're a good fit, we will email you the link to book a podcast.

Speaker 3 So we'll get those applications in. We will then.
review them. If you're doing this for the first time, you want to review them yourself.

Speaker 3 And then eventually you want to create a Loom video and train somebody to see, to look for what you're looking for. And then they will then be the ones saying, hey, Jimmy's a great fit.

Speaker 3 I'm going to send Jimmy an email. Jimmy, welcome.
Congrats. You've been accepted on the podcast.
Go ahead and find a time that works for you here.

Speaker 3 That's it. Like, I don't do back and forth or anything.
Like, it's a booking link. And if you fit in that time, great.
If not, you can't make that time.

Speaker 3 You will get on the next season or the next insertion. Right.

Speaker 2 Right. Okay.
And then when you're actually doing this, because we're going to be curious about this, are you filming all of these back to back to back to back on one day?

Speaker 2 You're just crushing it in one day.

Speaker 3 Yep. Yeah.
You're, you're, this is laser coaching mode. So we are like, focus.
We're not doing one on Saturday. Because I find it blows up the rhythm.
And you're a busy entrepreneur.

Speaker 3 You don't have time to do this. So I want to get them stacked.
I want them back to back. And also, here's the thing too.
I've found if you have a, if you have a call, Charles, at four.

Speaker 3 or at five, you're not going to stay with me till 5.30.

Speaker 3 But if you have that, like, so you have to create an actual deadline. So when the person's like, the person's not taking too long, like, hey, I got to go.

Speaker 3 Like, I have a call at like literally 20 minutes after you. So you cannot ramble.
So it creates that urgency and it forces people to be quiet, to be quick.

Speaker 2 I like putting that hard stop in there. And since you've already shown them, hey, these are the pockets that I have.
I'm doing all of these in this day.

Speaker 2 They know walking into this, I've got hard stops because I got the other 10 people that I'm doing. You're not hiding anything from anybody.

Speaker 2 So, and I always tell people, tell people when you have a hard stop. Don't tell them at the end.
Don't tell me in the middle. Tell me at the very beginning.
Hey, I'm excited every call.

Speaker 2 I stopped at 5.30. Let's rock and roll.
I'm crazy excited by that. So therefore, you're not being rude when all of a sudden this rolls around.
You're like, hey, I got it.

Speaker 2 Oh, because you've already established your paradigm. And you're even doing this in your email where you said, hey, if you're accepted, this is the pocket.
You can pick what pocket you like of it.

Speaker 2 But again, this is the only pocket that I'm doing it. I also like that you've done this because again, we're also running businesses.
This is just a scaling method. This is a way to monetize.

Speaker 2 i like that you squeeze it in like hey i'm going to spend an afternoon where i'm going to eat really well in the morning i'm going to jump on these calls and then after that i'm just going to go lay down because if you're doing four hours of podcasting that you're going to want to sleep after it just it's the nature of the beast you're moving really really fast and we talked about before your intros and your outros get done later you just get in there and you get laser focused yeah

Speaker 2 exactly exactly so i'm a person and i say yes i want to be on here i want to have my 20 minute session with lewis i fill out the application i i like this. I then go.

Speaker 2 And now I'm getting on step three. What is what happens in step three? What are the questions you ask? How does this, how does this work?

Speaker 3 Great question. I'm going to, I'm going to cheat here because I've got my little sheet here pulled up in front of me.
So I make sure we've got everything we need.

Speaker 2 So a couple of things.

Speaker 3 Two hours beforehand, we want to send them an email that says,

Speaker 3 Charles, excited to be chatting soon. Few things.
Show up three minutes before.

Speaker 3 Make sure you're in a quiet place. I do not want you at the target in the parking lot.
I don't want you to the red light. I don't want you in McDonald's.
I don't want you with a baby in your hand.

Speaker 3 You've got to be focused. So you've got to really.
So step three is day of is game day. We're sending in this email or an assistant sending this email two hours before.

Speaker 2 Quick

Speaker 3 cheat code. If you have Calendly, you can actually program it to send all these follow-ups.
I think you can do this in other softwares too. I've found

Speaker 3 Calendly to be stupid easy.

Speaker 2 Yeah,

Speaker 3 it's crazy easy. So literally just send this, like have it queued up.
So it's already ready.

Speaker 3 You want to make sure they're, they're, they're on their phone or on their computer, not their phone.

Speaker 3 I don't want you walking around, you know, so you really got to like frame them up like and sell it to them. Like, I'm giving you my time on my podcast.

Speaker 3 I ask you to respect that and show up present, right? Hammer on, ready to rock and roll. When they show up.

Speaker 3 When they show up, you're going to have their

Speaker 3 like application filled out next to you on another another screen or just on a separate sheet. And when they come on, so Charles, you came on, like I would kind of frame it up like you just said.

Speaker 3 Charles, I'm excited to have this 15, 20 minute conversation with you. I do have a hard stop at four o'clock, but I'm so ready to GM.
I've got your application pulled up here. All right.

Speaker 3 And any question from you? Are you ready to rock and roll?

Speaker 2 And one of the other cheat codes that we can use are things that, you know, there's this thing called Crisp. And it's CRISPR, CRISPR.
Oh, yeah.

Speaker 2 Yeah. It's a piece of software that it will just nullify everything around.

Speaker 2 So if you're not using this as a podcaster, get it now. Get crisp, turn it on.
It'll just, it just locks it in.

Speaker 2 It only talks to that person because everyone goes through all these different microphones and get crisper. Just, it makes life a lot easier.
Giving this to them in advance.

Speaker 2 Here's some tips that previous guests have really liked that you could try. I'd recommend doing that.
Here you go. Have fun.

Speaker 2 But I know it sounds crazy, but as I've started to learn this, as I've started doing meetings, especially during COVID, I would have meetings people. And these are high-level meetings.

Speaker 2 We're talking big things because this is before I entered in the podcast world. We're all scaling businesses.
What I do, I systematize and scale businesses.

Speaker 2 There's a guy, as you said, literally in a gas station parking lot on his iPhone. I'm like, what are you doing?

Speaker 2 Yeah. Okay.
And you're sitting there and people show up. You're like, okay,

Speaker 2 what are you doing, man? So make sure that if you do, if you're one of those people who goes on someone else's,

Speaker 2 get your ducks in a row first. Get your lighting set up.
Get what you want to wear.

Speaker 2 Remember, whatever you're wearing, however you look, if they're recording, which a lot of them do, this is going to be on the internet forever.

Speaker 2 So make sure that you've done this in an effective way try to be as neutral as possible if you notice if you're watching the video luce and i are both wearing polos and they're playing shirts we're not having a bunch of politics behind us we're not promoting any of that we're not promoting brands we're locked in in a specific way this is also your image and your brand because people are going to find out about you so make sure you are also presenting in a specific way i hate it when people show up on people podcasts and like hey hold on i'm having a technical issue i'm like dude i got i got 20 minutes you don't have time yeah there's no time for technical use so So red as space, you're doing this once a month or once every other week or whatever it is.

Speaker 2 Go red out of place, set everything up and do it. Because remember, you don't have to get the makeup done and look all pretty every single month.
You're doing this all in one day.

Speaker 2 So this is really important on doing this to have this kind of set up and scale. And so you've got them.
They're on the show.

Speaker 2 They're using, you know, you use Calendly, which I just need to say, Cal, I need to sponsor this at this point.

Speaker 2 As you're doing this,

Speaker 2 and they're going through what are the questions that you, you hit them right on the back? You said, hey, you framed it. I'm excited to be on with you for the next 20, 30 minutes.

Speaker 2 That locks it in. They understand, we're not going beyond.
We're in.

Speaker 2 How do you start off? You've got all the information. What is the first question? What do you get rocking and rolling? Do you skip the report part? What do you do when you get sold on that?

Speaker 3 Yeah, I skip the report part and I add a little question. Like, I add a little caveat.
Like, hey, I may cut you off and I apologize ahead of time because

Speaker 3 I have to be efficient with time. And if there's something that's gold that you say, I want to, I want to, you know, jump into it, all right?

Speaker 3 I don't want to waste time because I respect yours and my time. So I would just let them know you may cut them off because the nature of this call is very, very fast moving.

Speaker 3 The first question I do, I don't even ask a question. I don't ask them.
The only thing I may ask them is, hey, can you describe your business? Like, what do you do? Okay, so you run a podcast agency.

Speaker 3 Awesome. How much money are you making right now? If you don't mind to share it between 10 to 15,000, great.

Speaker 3 And it looks like you're in your application, you're problem like you're having trouble with client acquisition. You've already tried LinkedIn automation.
You've already tried Facebook ads.

Speaker 3 And then you just kind of leave it to them. And they, what I do, I let them kind of like elaborate on the problem.
And then I dive in and start fixing. Like, you know what I mean?

Speaker 3 So it just depends on your business, but recite the question they asked you. And you want sometimes you have some context because sometimes they'll add that into the application.

Speaker 3 So they wrote what kind of business do they run and then where they're at financially. Those are two other things to hit on.

Speaker 2 What you said there was golden. You've got to be able to give yourself permission.
And again, I don't have to do this with Lewis because him and I are a friend.

Speaker 2 Him and I interrupt each other all the time. People don't know how to articulate, regrettably.
Sometimes it might be their first podcast. Sometimes they're not used to being on camera.

Speaker 2 There's a lot of different things that this is a foreign idea to them. You've got to be able to step in and say, hey, this was great.
Let's talk about that.

Speaker 2 If you go back and listen to this one, there's a couple of times where I jump forward and Lewis is like, hey, that was great. Let me add this back in.

Speaker 2 or I will jump in and I'll bring him back to where it is.

Speaker 2 You have to be comfortable enough and confident enough in what you do to be able to reach in and move and pivot your guests back and forth in order to fit your narrative because you're not serving the guest.

Speaker 2 Yes, you're helping them. You're trying to provide phenomenal value.
You're serving your listener.

Speaker 2 And that's going to help you grow in scale because you need to be in service to them and what they want to know.

Speaker 2 There's so many times where someone will come on the scale lab and we'll be talking about very advanced things. And I'm like, hey, I know what you're talking about.
I've done multiple exits.

Speaker 2 The audience has no clue what's going on. Let's reverse this back and articulate really well on this one specific topic.

Speaker 2 And again, my goal is to get as specific as possible so people have tangible things that they're walking away from. I talk about this all the time.

Speaker 2 When you're coaching someone, when you're going through, when you're getting this out there, you want the person to be pull over on the side of the road, stop running, stop working out, whatever they're doing, stop and take notes.

Speaker 2 Like, I'm going to go do this when I go home. Because that establishes you as a thought leader versus an expert.
Because a thought leader gives someone that they can implement immediately.

Speaker 2 That's a hugely important thing that people just don't do.

Speaker 3 Yeah, I think.

Speaker 3 Go ahead.

Speaker 2 So, you've got the person on the call, you're going through this, and what do you do when you're like, you're hitting that 20-minute, and I know there's a lot more to this, and we just don't have time to get into all these details, but someone's starting to come in, and you're getting, you're getting close, and you're watching that time, and you're like, six other calls lined up.

Speaker 2 And this person, there's no way. How do you wrap it up in a way that they want to work with you? And you can go to those next parts and close it because this is just the warm-up.

Speaker 2 We're not going to get into the whole closing part here.

Speaker 2 This is the warm-up.

Speaker 3 So, that first question is like that, you're solving one question on that thing. So you want to keep an eye on the clock at five minutes.

Speaker 3 Let's just say it's on top of my, you know, I got, I got to end at four. At 3.55, I am going to say, okay, in closing here, here are your next action steps.
Number one, go try this.

Speaker 3 Number two, fix your offer. Number three, blah.
Those three action steps are super important because

Speaker 3 after you're done with that call, we're going to offer them to either A, you can do it your own.

Speaker 2 I gave you the advice, go execute it, or do you want to walk along this path together and that depending on your program or whatever that looks like it could be a different kind of the wording can be different i give some examples in the scripts of how to how to do that i'm going to jump in because that was goal you didn't say do you want to hire me you didn't say do you want to buy my product you said specifically do you want to walk on this path together and that is a different narrative than most people do he instead of here click this to buy from me click to order blah blah blah do you want to continue to work on this path together you've already built report you're connected now they feel like they have the best supporting actor actor.

Speaker 2 And we talk about this all the time. Don't be Luke Skywalker, be Obi-Wan Kenobi.
Don't be Harry Potter, be Hermony Granger.

Speaker 2 That's what happens when there's different age groups that have no idea about Star Wars.

Speaker 2 If you don't know about Star Wars, you're fired.

Speaker 2 All right. So with that in mind, I would love for people to have access to this whole thing and steal a ton of your time, which there's just no way we're going to get to it.
There just isn't.

Speaker 2 How do people get a hold of you? How did people find out more about this that you've used and you've done?

Speaker 2 Because again, I know I appreciate your time here, but I need to make sure that people understand there's a lot more to this than just, hey, here's some examples, here's some emails.

Speaker 2 Where can people see examples that you've done this where they can learn from it? And then the steps that happen after the fact is getting someone on your podcast, that's the easy part.

Speaker 2 Closing them, scaling them, getting the Two Comic Club Award, that's the more challenging part. How do people find out more about what you're doing so they can get more of this information?

Speaker 3 Great question. So I have a whole training and I have a whole training where we'll send to you as well, Charles, but that breaks down this process, number one.
All right.

Speaker 3 I've also had clients who have done this that have closed. So they've got some case studies and examples.
Um, the best place to learn about all of that stuff is probably over on YouTube.

Speaker 3 So if you just go to YouTube and type in Luis Ryan Diaz, um, I have a guy in the purple background. I'll show up.

Speaker 3 Um, and then my YouTube channel has, we're building more and more content on, but we'll go over this, the strategy.

Speaker 3 But, um, the obviously, I'm going to give all this stuff to you on a silver platter, my friend. So I'm excited.

Speaker 2 I appreciate it. We'll, we'll put it in the lab report and we'll put it, you know, and a way so people get access to it.

Speaker 2 If there was one mistake, and thank you, if there was one mistake that everybody made and one thing you wish everyone would do, what is the number one mistake that everybody does that screws up like, oh, you're killing your ability to scale?

Speaker 2 And that I wish you would just do this one thing instead because you would scale?

Speaker 3 Yeah.

Speaker 3 And let me ask you this question, clarifying question here. Is it to follow up in

Speaker 3 this specific hot seat coaching system? Like one specific therapy?

Speaker 2 Business like a hole. You know, you've scaled.

Speaker 2 You've done this. What was the biggest mistake you ran into scaling? And what was the one thing that once you did that, you're like, oh my God, this is so much easier.
But let me give you an example.

Speaker 2 When I stopped working hard and started working smart, things changed. And what I did with that was we had a huge project going on.
This was about a decade ago. It's a huge project.

Speaker 2 And I was just putting in crazy hours. I'm like, this isn't going to work.

Speaker 2 I broke everything down on these little index cards. I still did the same thing this day.
And I broke down all the pieces.

Speaker 2 And I went on Fiverr Pro and I went on upwork.com and I said, straight, I'm going to outsource all of it. And I literally outsourced these individual parts.
I created videos. I broke it all down.

Speaker 2 I put a budget for it and I just hired like 15 different people. And all of a sudden, a week later, we had everything done.
And I was like, well, I have to do this.

Speaker 2 Well, it's easier. And I built it into the budget.
So when I stopped working hard, because working hard multiple things, it just won't. I did it.
Sorry. It just doesn't.

Speaker 2 You're going to have to work smart. So when you were doing your scaling, what are the things, what is the biggest mistake you ran into?

Speaker 2 And what was the one thing you're like, ah, I wish I did that earlier?

Speaker 3 I think it's kind of similar, but I think the thing that helped me scale quickly was I removed myself from the sales process. So

Speaker 3 I got somebody else to do the sales for me so I could focus on something else.

Speaker 3 That is not an easy process to do, but if you can find somebody to do the acquisition part for you, especially if you're a high-ticket coach or closer, and you have consistent leads, then you need, and you're just like me, I don't love selling.

Speaker 3 If you remove yourself from that spot and put somebody on there in there who loves it, who aligns with your values, you will find a lot of enjoyment in the business. And granted,

Speaker 3 it's a process. You got to find the right person.
But I found for me, that was

Speaker 3 a big lift.

Speaker 3 And it helped us, helped me kind of like take my head out of the out of the dirt and kind of see like, oh, there's more, there's more to this thing than it seems and just try to sell everything.

Speaker 2 So that was a big one for me.

Speaker 2 I think one of the tips I would give give on that, and you and I have talked about this, I think we talked about it over lunch.

Speaker 2 You don't hire one person. Hire five or six people all at once because you're going to probably fire all of them and then have to do it again.
Speed that process.

Speaker 2 Pre speed up the process of hiring, firing as quickly as you can.

Speaker 2 Because what will happen is, and we do this when we have VAs or a vendor or whoever it is, well, everyone just doubles down. We found our person.
And then two months go by and it doesn't work out.

Speaker 2 You're like, oh, God, now I've got to start it all over again. Don't do that.
Hire five or six of them all at the same time. And you'll know really quickly.
Like, yep, yep, nope, nope, yep, yep, yep.

Speaker 2 And just keep hiring. We, since I've started all of my businesses, we're always hired because we're also always fired.

Speaker 2 It's just a process of finding those people on a consistent basis that are the best of the best. And people are like, well, that gets expensive.

Speaker 2 I'm like, trust me, it's a lot less expensive than having to wait there's three to six months until you finally find that person. So on that one, I would definitely recommend when you fucking scaling.

Speaker 2 Thank you for being so giving for all the stuff you're going to do. We're putting all in the lab report, all these details, all the examples.
Where can they find you on socials or emails or domains?

Speaker 2 How can people track you down?

Speaker 3 Yeah. So my number one focus right now, honestly, is YouTube and building the YouTube podcast.
So it'll be a podcast, but YouTube.

Speaker 3 So if you just search YouTube, Lewis, Ryan, Diaz, that's the best place going to have the content.

Speaker 3 All things monetization for podcasts.

Speaker 2 So that's the best place to go.

Speaker 2 And I'll have all the links in the description and it'll be in the lab report and all that. And I really appreciate it.

Speaker 2 And, you know, next time you get your butt down and we're going to do lunch again with us. It It was great.

Speaker 3 You know it. Thanks again, man.

Speaker 1 That's a wrap on another episode of the Proven Podcast. But there's so much more over at theprovenpodcast.com.

Speaker 2 Head on over and get more proven insights.