Racheal Cook - Promote Yourself to CEO

As the Founder of The CEO Collective and Host of the Promote Yourself to CEO podcast, Racheal Cook is on a mission to end entrepreneurial poverty for women.  For over 15 years, she’s supported thousands of women entrepreneurs to design predictably profitable businesses without hustle and burnout and now Racheal is a sought after speaker on entrepreneurship, marketing, and productivity featured by the US Chamber of Commerce, Forbes, Washington Post, Inc, and Fast Company.  When she’s not helping women to work less and earn more, you can find her curled up with a good book or hiking with her three kids.

Topics we covered:

  • The unsexy side of being a business owner
  • The most important mindset shift every entrepreneur needs to make
  • Simplifying your marketing and overall business with podcasting
  • Creating an almost self-sustaining podcast and business

This episode is brought to you by “Podcast Accelerator Challenge“. I’ve been using podcasting as a powerful business growing tool for years. Nothing is more powerful than podcasting for help businesses grow. If you’re tired of playing roulette with your ad dollars and frustrated with algorithms constantly changing on social media platforms, the only thing that has changed about podcasting is the popularity of the platform.

If you’re a business owner and you want to grow your business but you’re not sure where to start, then join the FREE 5-Day Podcast Accelerator Challenge“. Within 5 days, you’ll go from no podcast to having a full realized podcast with built in strategies to help use this tool for your business.

Select Links from the Episode:

Show Notes:

  • How Racheal transformed her career into one that helps empower women achieve financial freedom and a well-balanced lifestyle (01:47)
  • Tackling the unsexy reality of setting up an business that is optimized for success (04:55)
  • The eureka moment that will transform any entrepreneurial journey for the better (07:25)
  • Why every “solopreneur” needs a team to achieve true work-life balance and build a sustainable business (09:38)
  • Why podcasting is the easiest platform to share your ideas across your audience (14:57)
  • The key factor that makes podcasting the most intimate way to connect with listeners and clients (17:00)
  • The secret weapon to juggling motherhood and producing a stellar podcast (18:46)
  • Why podcasting has ultimately simplified her business altogether (19:44)
  • How her business can essentially run itself even if she goes on vacation (21:36)
  • Maximizing the audience of others to foolproof the marketing of her business (23:19)
  • Why social media is unstable and not reliable (26:22)
  • Why there’s plenty of opportunity to go around in the podcasting world (28:29)
  • Never having to host a webinar again because of podcasting. (29:08)
  • The most effortless way to pull listeners through your sales funnel (31:00)
  • Developing another income stream with private podcasts (33:57)
  • Why private podcasts are essential to those who host high-level coaching programs (36:22)
  • Being scared of technology is NOT an excuse to keep you from starting a podcast (37:39)
  • An infallible method to never running out of content ideas for your podcast (38:21)


Cliff Duvernois: Today’s episode is brought to you by podcast pipeline. We’ll take care of all your podcast production so you can focus on your business. Visit us at PodcastPipeline.com. 

Cliff Duvernois: Hey, there are world changers and welcome to another episode of Entrepreneurs on Podcasting. Now today’s guest is the founder of the CEO collective as well as the host of the promote yourself to CEO podcast. She’s on a mission to end entrepreneurial poverty. For over 15 years, she supported thousands of women’s of entrepreneurs to design predictably, profitable businesses without hustle and burnout.

Cliff Duvernois: Should we all be so lucky now she’s a sought after speaker on entrepreneurship, marketing and productivity featured by the us chamber of commerce Forbes, Washington post. Inc as well as fast company and which he’s not helping women to work less and earn more, you can find her curled up with a good book or hiking with her three kids.

Cliff Duvernois: Please welcome to the show, the host of the Promote Yourself to CEO podcast. Rachel Cook, Rachel, how are you?

Racheal Cook: I’m Great. Thank you so much for having me today.

Cliff Duvernois: Tell us a little bit more about your business, the CEO collective and the mission that you’re on.

Racheal Cook: Sure. This is the third or fourth iteration of my business. As you probably know at any entrepreneurial journey, you’re going to grow and evolve with your business. But I started my business specifically helping yoga and holistic health entrepreneurs to work on marketing and sales and operations in their business.

Racheal Cook: And what happened for me is over the years, I think. With more and more women entrepreneurs coming to me, probably because just, I was sharing a lot of how I was growing my business while also raising a family. And my husband’s a stay at home dad now. So I had many more women coming to me saying, look, I want to do what you’re doing.

Racheal Cook: I need some support. All of the people I’m going to. To help me with business. They’re giving me advice that doesn’t work for me. It doesn’t work for me because I’m a working mom. It doesn’t work for me because I’ve got a baby or I’ve got small children or a lot of the advice out there if for women doesn’t really fit our lifestyle.

Racheal Cook: There’s this expectation for a lot of us that we’re supposed to work. Like we don’t have kids, but raise our kids. Like we don’t work. And. So I just started talking more generally to women who were running businesses and most of them started their business because they were looking for that freedom and flexibility so that they could have time with their families so that they could live their life, but they were getting really stuck.

Racheal Cook: Again, a lot of the advice just didn’t fit them. A lot of the advice out there, no offense guys, but it’s really directed at men who have a wife at home holding down the Fort, not women who are trying to do you know, business. So I started really expanding who I was talking to probably about 20 14, 20 15.

Racheal Cook: And since then, I’ve just been really working with women entrepreneurs, small business owners, primarily coaches, consultants, course creators, people who are experts in their field. And they want to build incredible businesses that allow them to create an impact with their clients. But they want to do that without sacrificing their life.

Racheal Cook: They want to have a beautiful life and an incredible business at the same time. 

Cliff Duvernois: Oh, that’s wonderful. I like everything about what you just said. I like it all because you know, you’re, you’re absolutely right. I’ve got friends of mine who are, dad’s, they’ve got full custody of the kids and, they’re really struggling.

Cliff Duvernois: They want to build a business, but it’s like, you know, I got to have a job to pay the bills and I have to take care of my kids. And so I could definitely see why having some kind of a, a program to help them out would be, would be really good and really beneficial. So kudos to you for that.

Cliff Duvernois: You decided for your angle, cause it’s promote yourself CEO and the episodes of your podcast really are about looking at it from a CEO strategic standpoint, rather than, here’s the latest tactic and strategy of how you can post quicker to Facebook or something else like that. Why, why did you decide to take that approach?

Racheal Cook: Yeah.

Racheal Cook: I found in my work with all these different small business owners that it’s really easy to get sucked into the tactics. And that’s because tactics are sexy, right? Like we all want to have 10,000 followers on Instagram or to go viral in a video or all of those things sound really cool. But at the end of the day, all of that sexy stuff, Necessarily put money in the bank month after month after month.

Racheal Cook: And what’s exciting to me is knowing that. My mortgage payment is paid. No problem. I am setting aside money for the kids to go to college. I’m very interested in the unsexy stuff and there’s not enough airplay on that. Because it requires showing up being consistent, creating a plan following through with it, not anything that looks flashy on the outside.

Racheal Cook: So I realized that one of the biggest challenges. I was having, I’m trying to get through to so many of my clients is they were getting pulled in by these marketing messages of, you can make a six figures in one launch and look at this, you can, you know, put together this funnel and work at the beach and be making money and all the time.

Racheal Cook: And I just kept seeing them like sucked in by. These messages that I felt were one pretty misleading and two, it doesn’t mean that long-term, you’re going to have the success you want. So I knew that I needed to focus on how do I get them to see more high level and stop trying to get all these small little wins that don’t come together to make the big picture.

Racheal Cook: I wanted to say, here’s the big picture of what we’re doing and how can we set up your business in a way where your business is working for you instead of you every month, hopping on a new. 

Cliff Duvernois: Exactly. And I have to say personally, that’s wonderful because that was one of the hard lessons I had to learn in my entrepreneurial journey is the fact that when you get so in the weeds you get so into the tactics that somebody comes along and say, Hey, you can now make YouTube videos and have a six-figure month.

Cliff Duvernois: And so what do you do? You sign up for it? Cause you want a six figure month, right? It’s just another tactic that you’re going out there and probably shelling $500 out for the course. And you do the course and you produce a handful of videos, but then all of a sudden, another month it takes. You know, here’s how you can get 10,000 followers on Instagram, and stuff like that.

Cliff Duvernois: Yes, definitely being able to take that step back and look at it from a high level, I think has been it’s den a game changer.

Racheal Cook: Absolutely. And this is why when I started using the specific language around promoting yourself to CEO, what I was really trying to do is call in the women who. Done with that who are done with chasing all the latest tips, tricks, and tactics who are done with the trendy flash in the pan things. And who’d already been through that.

Racheal Cook: There were on the other side of kind of what I call the entrepreneur honeymoon. You know, when you first get started as an entrepreneur, you’re so excited. You’re trying all these things, you’re learning all these things, but there comes a point where finally the glossiness of it all starts to wear off.

Racheal Cook: And it’s you start to realize, oh, it’s not that sexy strategy that is going to make me have long-term success. It is the kind of steady, consistent, boring day to day stuff. 

Cliff Duvernois: Yeah.

Racheal Cook: And when I called in them being a CEO, they started to really think about themselves differently. They started to think about their business differently.

Racheal Cook: They started to take it more seriously. And that was a mental shift. I needed my clients to make. I needed them to realize that this isn’t just a hobby that hopefully we’ll make some money at. If they have real goals. For their life, then we need to treat your business like a real business. We have to build a real company here.

Racheal Cook: One that not only pays you some of the time, like who cares if you have a six-figure launch, if that’s only happening a couple of times a year, what if we make sure your business is paying you week in, week out and you never have to stress about that again? 

Cliff Duvernois: Yes. Oh, I love it. So if so, let’s take a second here to talk about. Mindset and identity shift, which is what I’m hearing. When you say, yeah, I need to talk about this in terms of a CEO and to tell you the truth. I think that’s absolutely brilliant. And I’m glad that you said it. So I’d like to delve into that for a little bit.

Cliff Duvernois: Let’s, let’s talk about, because you’re talking about how you’ve decided that for your clients, you want to help them to. I adapt this different identity, which is being the CEO of the business. Where did that idea, where did that thought come from? And then how did you, how did you implement it?

Racheal Cook: Yeah.

Racheal Cook: it’s interesting because I think and the last, I don’t know, 20 years there’s been this rise of freelancers solo preneur type of energy. And that is great up untila point. The point is where it’s no longer great when you have to step away and then you’re no longer getting paid. And I think that’s a big difference because here I have.

Racheal Cook: My clients coming to me saying, well, I want to be able to common things, take a sabbatical for a month over the summer so that my family and I can go travel. I needed to prepare for maternity leave or, they had things where they wanted to be able to step away from their business, but they couldn’t because they were a solo preneur or a freelancer.

Racheal Cook: And that meant the minute they stopped working, the minute they stopped getting paid. And for me, I, I come from a business background. I have two parents who aren’t entrepreneurs. I was raised literally inside small businesses. I always knew that the key to sustainable success is to not do it alone. If you’re trying to do it all alone, if you are the marketer and the sales person and the person delivering on whatever the offer is, if you are trying to do it all by yourself, then that means all it takes for your business to shut down is something to happen. And I don’t want that for anybody. I don’t want anybody to have to go through that where let’s say they have something happen and they have to step out of their business for awhile. Unfortunately, that happened for my mom. When I was younger, she was in a really bad car accident and lost her business because she couldn’t go back.

Racheal Cook: She was disabled afterwards and couldn’t go back to work. And because she was only working for herself. That business shut down. There was no way to continue it. Now, on the other hand, my dad has had a business and there have been many times where he’s taken time away from his business, but because he always had people working in the business, he could go off.

Racheal Cook: And enjoy, summers and vacations and things like that. And the salespeople were still making sales call. The marketing team was still doing the marketing. The people working in the business were still working in the business. So I knew that if our ultimate goal for a lot of these businesses is freedom and flexibility and financial independence, then we need to make sure that our business isn’t so tied to.

Racheal Cook: Ourselves. It needs to be able to function without us always being there. And that requires having systems and support and a team in place to make sure that it happens. So this whole shift from being a solo preneur to being a CEO, Really means stepping away from this whole like freelancer mindset and really thinking of, okay, how do I build something that can continue to serve people and can continue to be successful and make revenue and be profitable without me having to be here every minute of the day. 

Cliff Duvernois: no, that’s wonderful. Sure. It’s a story you, you shared about your dad and having him step away from his business and how things kept going? I will admit I’m a little bit late to the game when it comes to hiring employees, but I did, I hired my first VA and this last January I came down with COVID.

Cliff Duvernois: So I was down for like three or four days. And when I was, sick climate in the bed, it occurred to me. I was like, oh, I need to communicate to my VA and just give her a couple of things to do. And I tell you what it was awesome that over the weekend, that following Monday, I sat down from my computer.

Cliff Duvernois: I was feeling better. I was ready to start working again. And here was an email with all of these things that she had accomplished. And I thought, you know, what, if it wasn’t for her, I would probably be like, Two weeks behind schedule right now, because I’d be playing catch up with all these things. But because she, she did it and I delegated it to her and she just got it done.

Cliff Duvernois: It was awesome because the train doesn’t stop because the conductor isn’t there. Right. She just stepped right up. Yeah. She just stepped right up. And that was awesome.

Racheal Cook: Isn’t it. awesome.

Racheal Cook: And the best part about that is when you build that intentionally into your business, you don’t have to wait until you’re sick to experience the results from that. So instead, next time, instead of waiting until you’re sick for a week, you can maybe plan a vacation for the week and do something fun.

Racheal Cook: Right. And I think that’s the whole point that a lot of us miss is. We end up in this system where the. Way that we can test. If our business is actually sustainable and can run without us, is when we have no choice, but to be in the hospital or be taking care of some crisis. And instead I’m like, well, what have you just said?

Racheal Cook: I want to take a month off for a sabbatical. Let the team run the business. I’ve done that multiple times now. No one ever knows externally that I’m actually off and going on a vacation because the team has it rolling. Like the podcast still goes out with social, still goes out the emails, still go out.

Racheal Cook: The team keeps that going. And because I’ve set the strategy and they know what our mission is, they know what we’re focused on. They know what the plan is. They don’t need me there in order to continue implement. 

Cliff Duvernois: Yeah. Oh, beautiful. I absolutely love that. I could probably talk to you about the rest of the day about that, cause that’s just awesome. I love that whole concept of the identity shift and everything. It’s just wonderful. 

Cliff Duvernois: What made you decide to get in a podcasting?

Racheal Cook: Oh, gosh. I’m so this is actually my. I’m going to say my second or third podcast I’ve loved having a podcast. I will have to say I have tried just about every platform there is. I like creating content. I’ve always been somebody who has a lot of ideas and a lot of opinions and things I want to talk about. But I found that for me, when I first started my business, you know, blogging was the big thing. 

Cliff Duvernois: yes.

Racheal Cook: the only challenges I like to write. And I’m, I think I’m a pretty good writer, but I have such bad perfectionism that I will take eight hours to write a blog post. Right. It’s like I will sit there and be editing and writing at the same time and just making myself absolutely insane. So it takes me a long time to write.

Racheal Cook: Then I started doing some video and especially in like, What is it? 2012, 2013, when everybody was slowly getting onto YouTube, I was like, oh, I’ll try this a little bit. It took so much effort for me to get the video set up, right? Like you got to get the lights and the camera and you have to get your wardrobe and you have to do your makeup.

Racheal Cook: And it just started to feel really overwhelming. I also had, at that time three-year-old twins and a newborn. So I was like, this is not easy for me. I needed something that could be done easily. So for me, a podcast has always been the easiest. Most stress-free way for me to share what I want to talk about.

Racheal Cook: I have had a podcast now since about 20 13, 20 14, and this particular one promote yourself to CEO. It’s this one has been since 2016, I think. And I’ve just always loved it because to me it just feels so easy to sit down, hit record and share. What I’m thinking of. And it’s always been easy for my team too, because they don’t have to worry about editing video or you’re trying to make everything look seamless.

Racheal Cook: You just, audio is so great and so easy. And what I really love is I found when I went all in on my podcast, my clients are podcast listeners. And I found that podcast listeners are a little bit different from people who consume like video. The biggest difference to me is they are people who are on the.

Racheal Cook: They are doing other things. So I hear from people all the time and they’re like, Yeah.

Racheal Cook: I went on my morning walk and you go on a walk with me every week. And I’m like, awesome. Does that count for me in my steps goal? Or is that just one sided? But I love that because. With them in their life and they don’t have to be sitting at a screen.

Racheal Cook: So I know I go on morning walks. I know I’m with them when they’re getting ready. I know I’m with them when they’re taking their kids to school. I know I’m with them when they’re listening during the day, they are taking me everywhere and it is awesome. The community that builds so often I’ll show up and people will meet me for the first time.

Racheal Cook: And they’re like, oh my God. It’s like, I know you because my voice has been in their ear. For probably six months to a year. By the time we meet. 

Cliff Duvernois: Right. Yeah. I absolutely love that because, and I think this is important to understand too. When you’re creating a podcast or any marketing for that matter, you really do have to understand your ideal customer avatar. And what it is that they’re doing. And I know for mine, when I wrote mine out for my business, I specifically put in there, listens to the podcast.

Cliff Duvernois: I specifically put that in there. It doesn’t mean no good to go out and try to preach to somebody that, you know, podcasting can help their business if they don’t listen to podcasts themselves. Right. It’s really great that you pointed that out. Now, this is the second question I got for you here.

Cliff Duvernois: And you kind of mentioned this before. What was your biggest struggle when you got into podcasting?

Racheal Cook: My biggest struggle was that I had small children 

Cliff Duvernois: Ah, okay.

Racheal Cook: I think I’m lucky in that I could definitely find quiet times to record. There was a lot of me recording in a closet in the middle of the night when I first got started 

Cliff Duvernois: you are dedicated. 

Racheal Cook: It worked though. Now I have a, I have an office in downtown Richmond, Virginia, so there’s no one else here with me.

Racheal Cook: It’s totally quiet, which is awesome. But that was a huge thing for me was just getting a time when it was quiet when I wasn’t going to be interrupted and I could record something. Once I had that quiet time, then it was pretty easy for me just to hit record and. 

Cliff Duvernois: Nice, beautiful. Now, what has a, you talked about this before a little bit, when you talk about actually meeting people, what does podcasting done for your business?

Racheal Cook: Oh, my gosh. Podcasting has simplified my business?

Racheal Cook: so much. 

Cliff Duvernois: Oh, really?

Racheal Cook: Yes. If I had to get rid of pretty much all of my other marketing strategies and all I had was my podcast and my email list, my business would continue to grow at the rate it’s growing. That’s all I would need for me, because podcasting has been such a huge thing.

Racheal Cook: One, I don’t have to worry about social media. I really do not see that most of my business comes from social media. I connect with people there. I’m sure people pop over to, check that I’m a real person, but I know from watching. What has happened with my paying clients, that most of them are coming to me directly from the podcast.

Racheal Cook: And they’ll tell me, I found you on this podcast episode that you recorded with so-and-so. I came and listened to your podcast, and then they sign up to attend a retreat or come into our program. And it is a level of. Simplification business-wise that? I absolutely love. So my whole marketing strategy at this point is I do interviews with other people just like I’m doing right now.

Racheal Cook: I have a goal to do anywhere from four to five interviews a month, which usually we hit and then I’ve heard I produce my weekly show. And once a quarter, we open enrollment for the CEO collective and we find that’s all, it, it really takes. We have stripped out everything else from our marketing system.

Racheal Cook: We don’t do any on-demand webinars anymore. We don’t do any crazy funnel stuff. It’s so simple. Yeah. Elegant. And I love that. I love how simple it is, because then there’s less things that can break

Cliff Duvernois: That’s

Racheal Cook: and it’s always working for me. And it’s always working for me, even if I take a break, because often when you do interviews on other people’s podcasts, like usually they’re batching and they’re a little bit ahead.

Racheal Cook: So even if I take a break, I know that there’s episodes. I recorded with people over the last couple of months that haven’t even tried. So I could take a little break from doing interviews and still will have that visibility going out. And if I need to take a break from recording, I’m now at the point where I batch usually three or four months ahead.

Racheal Cook: So my podcast producer already has stuff for me. So at this point, I could take a break on all marketing activity personally for the rest of March and I will have stuff ready to go through April or. 

Cliff Duvernois: Nice. Absolutely love it. There’s really there’s two great concepts there that I want to make sure that we highlight first is taking advantage of other people’s audiences. This is huge. A lot of the times that, you know, for everything that I see, like learn Facebook, learn, Instagram, like I’m taking an Instagram real challenge right now, just cause I, I want to learn a little bit more about the platform.

Cliff Duvernois: I don’t get to it. I don’t get to take advantage of other people’s audiences. Right. And with a podcast like you were mentioning there, it’s perfect for that. It’s perfect for you to show up on other people’s platforms. And when I say you, I’m not talking just about you, Rachel, but anybody who’s listening for you to show up on a podcast to share your story, share your, you know, your value prop, who is it that you serve really deliver value.

Cliff Duvernois: So the people that are listening, get something out of it and say, Hey, you know what I really want to connect with with Rachel on the backend. So there’s that, that right there alone is powerful.

Racheal Cook: Yeah.

Racheal Cook: other people’s audiences is by far one of my favorite ways to consistently grow your business. And last year proved this to me in a big way. I don’t know if you followed what was happening in the whole Facebook Ad world, which is what a lot of people have hung their hat on over the last probably five or six years.

Racheal Cook: And I mean, in 2021, Facebook ads tanked for a lot of people. And there were a lot of businesses who had not invested in any organic traffic or any collaborative getting on other people’s podcasts or getting in front of other people’s audiences. And so I’m like, you don’t have any control over what might happen to face. No control. I don’t have any control over what might happen with. Google has changed our algorithms so many times where SEO suddenly will like, get all messed up for people. But I do know that because I’ve consistently showed up for other people’s audiences and I’ve built these relationships, even if Facebook ads tank, even if social media falls off the planet, I have.

Racheal Cook: Uh, network that I can tap into and be like, how can I help your community? How can I give value to your community? And as long as I can do that, I can continue to grow my own audience and I can continue to grow my own business. 

Cliff Duvernois: Yeah, and I love that you bring that up and it’s actually going to be the first time in any of the interviews that I’ve done, where we’ve talked about Facebook ads, but you’re absolutely right. And I, and that’s one of the reasons why I’m on the mission that I’m on right now. It’s just because I know so many entrepreneurs that are describing Facebook ads as a dumpster fire and a good friend of mine, her.

Cliff Duvernois: So her ad accounts got hacked. Some. Then somebody flagged her as using copyrighted material, which he doesn’t even have any copyrighted material. So Facebook shut down her personal account, as well as access to her ad accounts. Meanwhile, this other person was running ads against her credit card. She couldn’t get ahold of anybody at Facebook, right.

Cliff Duvernois: They said, oh, your reveal will take 24 to 36 hours. No, it was more like three months before she finally had somebody. Take a look at her account. And the only reason why they did it was because she was calling her credit card company and saying, reject these charges, the credit card company called. And then Facebook got involved.

Cliff Duvernois: Cause Facebook is about money, but you’re right. Facebook’s changing their algorithm, their automation that’s behind it. It’s hurting a lot of people. I know I’ve known entrepreneurs. Like you were said, they take a vacation, they finally get their business to where they needed to be.

Cliff Duvernois: They take a vacation, they’re on a cruise ship and they want to log into their Facebook account just to see what’s happening. Facebook locks them out because they’re outside of the country, they’re on a cruise ship somewhere. So, you know, podcast scene, you know, in my heart of hearts, the podcasting is consistent.

Cliff Duvernois: It’s the most stable platform. You’ve got the most control over it. Your podcast episodes, aren’t going away. They’re going to be out there forever and nobody’s gonna shut it down. I have a couple of friends of mine that run a woman’s group and they took a photo of them together on the beach.

Cliff Duvernois: And Facebook canceled it. Cause they said it was before and after photos. So you never know, you never know what Facebook’s going to do.

Racheal Cook: that’s the thing. You never know what it’s going to do. And I have to say the other thing about social media in general is that, oh, and this is goes back to what we first started talking about a lot of the tips and tricks and tactics that are being promoted right now, very heavily, you know, the get 10,000 Instagram followers, blah, blah, blah.

Racheal Cook: All of that worked really well. Six to eight years ago when those platforms were brand new and being an early adopter to those platforms meant that you are automatically going to ride that upswing regardless of how good your content was or not. You were just one of the first people on the platform to produce content.

Racheal Cook: That’s not how it works anymore. So right now we’re at a stage where for a lot of those social platforms, There is no early adopter edge anymore, except for maybe tech talk still. We probably still have a small window of that, but I think what we’re finding right now is this is an opportunity for people who are truly experts to show up and share their expertise.

Racheal Cook: And if you can do.

Racheal Cook: that in a really clear and helpful way for people through a podcast. It’s going to drive so much more for you than learning a dance. That’s on a Instagram real with the trending sound. 

Cliff Duvernois: You’re absolutely right. And the one thing that I would just like to, that I would like to add to that is, you know, when you’re talking about jumping on trends and stuff, cause I could easily hear somebody saying by listening to our discussion, they’ll sit there and say, well, yeah, well I just read an article that’s at 1.5 million podcasts that are out there, but you know what?

Cliff Duvernois: 60 to 80% of those podcasts go into PI. 

Racheal Cook: Yeah, they’re dead. 

Cliff Duvernois: is. Yep. There’s still plenty of room out there in the podcast world. I alone I’m, I’m trying to fight a war against pod fade by helping entrepreneurs understand, you know, how podcasts he could fit into their business model. But, until I really gained some traction there, you have to keep that in mind.

Cliff Duvernois: So really there’s only like maybe, 500,000 podcasts that are out there. I mean, there’s plenty of space out there for somebody who wants to share their message, with their vertical, get their ideas out in front of other.

Racheal Cook: absolutely. I think there’s a ton of opportunity. And for any of the women listening, there are not enough women podcasts. We just have a much smaller percentage of women podcasting. And so I think that’s something, especially for women to think about. If you’re interested in getting in on podcasting, chances are, there’s not many women in your specific niche.

Racheal Cook: And even if there are, you still can show up in a way that is really unique and has people interested in what you have to talk about? 

Cliff Duvernois: Exactly. And I agree with that a hundred percent. Why don’t you share with us what one of your biggest successes with podcasting has been.

Racheal Cook: Oh, my biggest successes with podcasting, honestly, I would say one of my biggest successes is when I realized I didn’t have to do webinars anymore because I could just put the webinar on my podcast. 

Cliff Duvernois: I’ve never heard of that before. And what a great idea.

Racheal Cook: Well, I realized that. You know, again, what used to work is not working as well anymore. And one of the challenges with any platform that you’re choosing to produce content on is if you’re trying to get people off of that platform into another platform, it’s kind of hard, right? So if you think about a traditional Salesforce, Where it’s you see this piece of content, whether it’s an ad or something, and then it takes you to a landing page and then you get on the webinar and then you get all these emails and then you have to go here and there and everywhere.

Racheal Cook: And it has a people doing a lot of jumping around. It also assumes that that person is sitting at a computer. That’s not what’s happening anymore. What I realized was happening because I track my analytics as I was like, okay. Over half of the people who were going through our funnels, they were all on mobile.

Racheal Cook: And those experiences aren’t really well-designed for mobile because we don’t have multiple tabs on our phone. Right. Like we have multiple apps going, but it gets kind of confusing. So I realized probably about. want to say three or four years ago, I was like going through the promotion for our signature offer.

Racheal Cook: And I was thinking to myself, well, what if instead of doing a webinar again, what have I just chopped up that webinar and released it as a series of content? And so I started doing that and I basically created w internally we just call it our podcast lunch. We have a specific flow for the content and we’ll produce anywhere from three to six pieces of content that walked through a very similar content structure to what a traditional webinar would be.

Racheal Cook: But instead of having people opt in, we’re like here, it’s on the podcast. It’s a hundred percent free. This is super high value content. There’s a content upgrade. If you want, you know, a download to go along with it, but they’re getting it all on one platform. And then they get the invitation to work with us on the platform.

Racheal Cook: So they’re getting all of that in the podcast. And then you start sprinkling in some case study episodes where you’re bringing on clients who are talking about what they’ve learned or what they’ve implemented, and it creates a sales ecosystem that is. It feels effortless. It feels like they are not getting sold to, they’re just getting amazing, amazing content.

Racheal Cook: And by the way, come join us and work with us inside of the CEO collective. And I love that so much because I really don’t love the traditional, like internet marketing kind of pushy sales processes out there. I’m very like, Hey, if you are. Liking what I’m producing out here. You’re going to love working with us.

Racheal Cook: And I like having that, having it all in the podcast, doing the launch in this way just makes it so frictionless for our audience. They’re not having to jump around. They get the calls to actions or following along with the content and chances are, and I saw this too. People binge our content. So once we announced, Hey, there’s a new series coming out.

Racheal Cook: Then they S they’re like, great. I’m listening to everything in this series. And they, even if they miss the first few things, they’ll go back and listen to all of it, which is something I just haven’t seen with other types of content.

Cliff Duvernois: I I’m kind of dumbfounded. So let’s go back and talk about this concept of series for a little bit. So you’re producing episodes, you’re getting them out there. You’ve got your solo episodes that you’re doing. Did you just say, Hey, so from episode, just as an example from episode 100 to 110, we’re going to be doing a 10 part series on this.

Cliff Duvernois: That’s how you do it. 

Racheal Cook: Yeah. I mean, I’ll give this series a name and, and map it out. Like we had a whole series that was the unsexy secrets to success, talking about all the things that aren’t flashy, but are very like show up rinse and repeat, rinse and repeat. We had a whole series on, get more clients. I just finished a series in January.

Racheal Cook: That was how to run your business like a CEO. And it was how to plan your quarter your month, your week, your day. And so I just keep putting together these series and it creates these very bingeable series of content. Yeah. 

Cliff Duvernois: That’s man. I love that. I love the creativity that people have when they come to this. No wonder why before, when you made the comment about how it’s. Purely podcasting for you is really the only marketing tool that you’re on. I love all these different ways you’re using it.

Racheal Cook: Yeah.

Racheal Cook: I think there, and I think there’s still more ways. One thing we’re exploring right now is private podcasts. So I’m in the middle of a rebrand. And one of the things that I get a lot of questions about is. Kind of more on the life side of how I’ve done, what I’ve done, because I I’ve talked a lot about the business side, but there’s a lot of things I do on my life to make things simpler as well.

Racheal Cook: So I’m recording this whole private podcast series. That will be our new opt-in for my new rebranded website. That’s all about how to make your life as easy as possible. And the goal of the private podcast is people sign up for the private podcast. And we’re using this tool called hello audio, where they can basically, they sign, they opt in just like any other opt-in they get like a QR code and it sends them directly to this private podcast.

Racheal Cook: But there are so many cool things. Like, I am still trying to unpack all the things I can do with it, but then I can, have things that feel very exclusive, that they are the only people who are doing. Which I think is really cool. You can drip out content in a very specific way with that private podcast feed.

Racheal Cook: And I’m really excited about that. We use the private podcast with all my clients, to all of my content inside of our members area for the CEO collective, all of those are in private podcasts. So we have completely set it up. Like we are so all in on audio at This point and it works.

Cliff Duvernois: This is absolutely brilliant. So let’s talk back a little bit. I want to unpack, uh, the private podcast part. I’m sorry. I just, I’m just full of questions now. This 

Racheal Cook: go for it. Okay. Go 

Cliff Duvernois: now, so now for your private podcasting, are you setting that up where people have to actually pay to get the podcasts as a part of the CEO collective that you’re making it like part of the offer stack, right.

Racheal Cook: So, yes and no, we have one that we’re working on that will be free. It’ll be just a list builder. And that’s going on the new Rachel cook.com site when that’s finished rebranding. And then we have some that are exclusively for our paid clients. 

Cliff Duvernois: ah, okay. 

Racheal Cook: Yeah. 

Cliff Duvernois: Interesting.

Racheal Cook: So I think right now we have three different podcasts that are just for our paid club. 

Cliff Duvernois: Man, you weren’t kidding. When you said you were going all in on a hot deal, man. That’s great.

Racheal Cook: It’s awesome though. And I found for anybody who’s running a group program one of the challenges, when you start working with higher level business owners and entrepreneurs, they don’t that much time. They don’t go. So they don’t have time to show up for every call. But they still want the information from all the calls that you might have, or that your community has.

Racheal Cook: And so we were like, okay, you don’t have time to sit in front of your computer. No.

Racheal Cook: problem. We’ll make a private podcast feed just for members of the CEO collective. And so we have one, that’s just live coaching calls with me. We have one, that’s just our masterclasses that are going on inside of the community.

Racheal Cook: So then they can access it anywhere and they all love it because. If there’s anything about entrepreneurs who are running higher level businesses, they need it to be on demand wherever they are. And if it’s available on their phone and they don’t have to log into a thousand things, they are super happy about it. 

Cliff Duvernois: No. No, I absolutely love it. I could pick your brain all afternoon on this. This is just, this is brilliant. So for the entrepreneur out there who has a podcast, and maybe they’re struggling with it, not connecting the dots, mindset, technology, whatever it is, what is one piece of advice or a couple pieces of advice that you would give them?

Racheal Cook: Let’s see. One piece of advice. I would say I actually have to, if that’s. Okay. My first piece of advice is to stop letting the technology be the thing that gets in your way, because there are so many people out there who are awesome at the technology. I am terrible at technology. I am just dangerous enough that my team will kick me out of everything.

Racheal Cook: They do not give me passwords to certain things because they know I will mess it up. So hire somebody. This is something, if you’re going all in on it and the technology. Uh, an issue, just hire somebody. There are plenty of people who are great. Just don’t make that excuse. That’s not a good excuse to me.

Racheal Cook: Second piece of advice is to fall in love with the clients you’re serving. Get curious about them. Talk to them. I think one of the biggest reasons people struggle to create content. Makes an impact in their business is because they’re sitting there in their own lake, little secret cave, trying to come up with ideas instead of going out in the world and talking to people about what their problems are.

Racheal Cook: I have a running list all the time. Like I’ve got a document Right.

Racheal Cook: now with probably a hundred more episode ideas because. Oh, every time I talked to one of my clients, or every time I host a call or every time I’m doing anything and somebody says something I’m like, I should do an episode about that.

Racheal Cook: And so I just keep this running list of ideas because my clients keep me full of them. They just are always telling me what they need help with, where they’re stuck, where they need support. And if you’re not paying attention to that, if you’re not curious enough to ask people where you can. Then your contents always gonna fall flat because we tend to think that we are the ones who know what people want to hear.

Racheal Cook: And I find that’s not often true. I find that we tend to be like a few steps ahead of our clients, just because we’re the expert in whatever our field is. But if you sit down and have a conversation with them, then you’re like, oh, okay. That’s where you’re stuck. And you realize you have to come back and meet them where they are.

Racheal Cook: And if you can do that, if you can get curious and have real conversations and fall in love with them again, then you will have endless amounts of content to talk about. 

Cliff Duvernois: Yes. And that’s, that is absolutely true. And this is the importance of making sure that you stay in contact, that you talk to your community, like you said before, I mean, I think it’s, it’s brilliant that you’ve got this absolute, wonderful relationship that people feel like they can come forward and say, Hey, here’s an area where I’m struggling.

Cliff Duvernois: And then you just add that to your idea sheet.

Racheal Cook: Yeah, exactly. I just always have a running list of ideas. And I think this is one of the reasons like I quietly do one-on-one work with a handful of people here and there. I never promote it. I never talk about it. But one of the biggest reasons I do it is because I feel like it’s getting the shortcut to all the content I ever need to create because I get all these great conversations.

Racheal Cook: That just keep me topped up with ideas. I’ll never run out of things to talk about. 

Cliff Duvernois: Beautiful. Yeah, because when you jump on that call with them, you can always say, all right, so what’s your challenge. know, what are your challenges now? What are your roadblocks that you’re running into? And they just write down everything they say,

Racheal Cook: Exactly. Exactly. 

Cliff Duvernois: oh, I love that. Absolutely love that. So for the person that’s listening to this podcast, they want to come and check out Rachel Cook. They want to listen to your podcast. They want to check out the CEO collective. What’s the best way for them to find.

Racheal Cook: I think the best way to find.

Racheal Cook: me is one head over to the podcast, promote yourself to CEO, listen into a few episodes and see if it floats your boat. And if it sounds like we are in alignment and then come connect with me, actually on Instagram is my favorite place to chat with people. So take a screenshot of this.

Racheal Cook: Podcast episode with me and cliff and tag me at Rachel dot cook. And let me know your aha or your takeaway. And I’d love to hear from you. 

Cliff Duvernois: Awesome. And for our audience, the people that are listening, we will make sure to include those links in the show notes down below. Rachel, I’d love to have you on the podcast. Again, I’d love to spend, uh, spend another half hour or so picking your brain. Cause I just think we just scratched the surface here and I really do love capturing how entrepreneurs are using podcasting and, I think it’s beautiful.

Cliff Duvernois: Just the way that you’ve gone all in on the audio and just making this your sole, marketing tool. Cause I think that really speaks to the power of. Of this platform and, you don’t have to adopt all the changing algorithms of Facebook or Instagram, or, you know, have to dance in front of a reel or something, which I did last week and I care not to repeat that experience.

Cliff Duvernois: So 

Racheal Cook: Yeah, there will be there dancing reels from this girl that is for sure. I will not be doing any dances. 

Cliff Duvernois: Wonderful. Okay. Well, once again, Rachel, thank you so much. 

Racheal Cook: Thank you so much.