In this episode, Cliff Duvernois discusses the humble beginnings of his podcasting journey, how he uncovered the formula to leveraging a podcast for his business, and the proven method of converting podcast listeners into clients.
Topics we covered:
- The Humble Beginnings of my Podcasting Journey
- Uncovering the Formula to Leveraging a Podcast for my Business
- The Proven Method of Converting Podcast Listeners into Clients
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.
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Select Links from the Episode:
- Podcast Pipeline
- Episode #05: The Real Reason Behind Podfade
- Episode #31: Podcasting as Your Only Marketing Channel with Rachael Cook
- Episode #18: How Podcasting Builds Credibility for Your Business with Swire Ho
- Episode #10: What is better for you: Networking or Strategic Connections
- Episode #24: Turning Your Podcast into a Rainmaker for your Business
- (01:00) What inspired me to start my podcasting journey and develop a master level podcasting course
- (02:06) Choosing to be consistent even amidst a loss in the family
- (02:35) How a simple mention of his podcast created a deep connection with a stranger, whom in turn became a client
- (04:57) Figuring out the formula of how my podcast lead to a listener becoming a client
- (07:05) How to Become an Entrepreneur 101: DIY Version
- (09:12) Why those podcasting short courses aren’t always a hit
- (10:32) The 5 Point Marketing Strategy guaranteed to produce effective outcomes as told by Rachael Cook
- (11:37) How podcasting feeds into the nurture function of your business’s marketing strategy
- (12:32) What the podcast gurus aren’t telling you about constructing a successful podcast
- (15:21) The constant opportunities that podcasting can bring for your business
- (16:32) How I produced over a year’s worth of results from only 30 days of podcasting
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. Hey there, world changers and welcome back to Entrepreneurs on Podcasting. This is gonna be episode 35.
Cliff Duvernois: So the premise of today’s show is how you can get a client using your podcast in under 30 days. Now, before I dive into that particular topic, what I wanna do is I wanna share a story with. I know I’ve shared this story before on this podcast, but I’m gonna retell this story now because I want to explain to you exactly how it is that it happened.
Cliff Duvernois: And more importantly, how it gave me the idea to be able to create, uh, my master level podcast course. So back in my real estate days, my mentor told me if you wanna stand out. If you wanna be different, start a podcast. And I didn’t have any clue how to do that. Uh, long story short, I went on a YouTube. I learned how to do everything incorrectly.
Cliff Duvernois: And then I turned around and I launched my podcast and the podcast was way, way too much work, just, oh my God, 10, 12 hours a day. It was horrible. It gives me the willies just to think about. now as I’m doing this podcast and I’m producing episodes, I get five episodes out. I get 10 episodes out. I made it to episode 14 and I didn’t have any interviews planned.
Cliff Duvernois: I didn’t know what I was gonna talk about, but I had to get an episode out there because I am a big believer in consistency. So I actually sat down and recorded an episode about why I didn’t have an episode ready. And it had to do with the passing of my sister. I had to fly out of state, back to Michigan in order to attend her funeral.
Cliff Duvernois: And I literally spent that episode talking about what she had meant to me. Well, I published that episode, put it out there, had a few more episodes in the pipeline. I was working an open house, which is typically when you’re new to real estate, you are the ones that’s out working open houses, and it’s a great place for you to potentially meet clients.
Cliff Duvernois: I am at an open house. I’m doing it. This family showed up. They spent their time looking around the house. We talked for a little bit. and they were getting ready to leave. And as usual I handed them a flyer for the house, but I also handed them a flyer for the podcast. If there’s one thing that I had learned.
Cliff Duvernois: About having a podcast and out talking to people is that if I told them I was a real estate agent, they rolled their eyes and are thinking to themselves great. This person just wants me to buy and sell a home. If I told them that I had a podcast that changed the entire conversation, they were suddenly very interested.
Cliff Duvernois: In what it is that I was doing, what was I talking about? What’s the name of my podcast? How do I find it? So I created a flyer that when I was doing open houses, I could just simply hand out to people and say, oh, by the way, I have a podcast about where I interview business owners in the area. And so anyways, I handed.
Cliff Duvernois: This family, the flyer, not thinking anything about it. Episode 14 came out and probably three or four days later, I got a phone call and it was this family. And the gentleman said you are the guy that we want to work with. And so when we sat down to. Go over the paperwork and, and have them sign and say that I could represent them in this deal.
Cliff Duvernois: We were actually meeting in my real estate office and I asked them, I said, what was it? Because they had been out looking at houses all day. They had met all kinds of agents that day. What was it? About me that made them say we wanna work with cliff. And that’s when he shared with me that it was episode 14, where I talked about the loss of my sister.
Cliff Duvernois: And then he said to me that the year before he had lost his mother and his mother, uh, they were very, very close. And so he knew exactly how I felt and he knew that I was the right person for them. that was awesome. So I knew podcasting could work. My problem was is I didn’t understand what was going on.
Cliff Duvernois: How did this work? How did this happen? How can I replicate this again? I can’t get on the microphone every day and talk about people dying. Nobody’s gonna listen to my podcast long term. so what was it? What was the combination? What was, what allowed me to be able to cement this relationship, be able to elevate it to a new level and have this person say, you know, I want to work with cliff now when you start a podcast and you get out there, most of the experts always say the same thing.
Cliff Duvernois: Oh, you’ll have to have a podcast for 16 to 18 months before you see any real traction. They all say this. And I actually took a podcast course the other day. Cause I was curious if anything had changed. And once again, the podcast guru said, oh, you’re looking at 16 to 18 months before you see any real progress.
Cliff Duvernois: And I’m asking myself how in the world was I able to get a client after 14 episodes? I don’t understand. Right. Even for this particular podcast entrepreneurs on podcasting, I had a client before I even released an episode. So what was it that I was doing? That could shortcut this track to success. But remember, and this is something that I talked about in episode five, and you need to go back and listen to that.
Cliff Duvernois: But here is the core point of episode five. We’re not podcasters. We are entrepreneurs who have a podcast. Podcasting to us is a tool to be able to market our business and our services out there to help, to be able to create and build relationships. With people. So can we really afford to sit around and wait 16 to 18 months before we see some benefit of a podcast?
Cliff Duvernois: Well, I couldn’t. And to tell you the truth after 16 or 18 months, no wonder why very few people actually make it to that point. But what if there was something different? What if there was something that we were missing? Right. And the thing is, is that I have found being an entrepreneur. is that oftentimes it is not what I know that causes me problems.
Cliff Duvernois: It’s what I don’t know, that causes me problems. So see to understand how this works. Let’s go back to the very beginning. So one day I decided, you know what, I’m gonna be an entrepreneur. Now there’s no classes to become an entrepreneur. There’s no certifications. You just say, Hey, I’m an entrepreneur and you go out there and you get started, you start hustling, or you got a product, you got a service, whatever it is that you wanna sell, you put it together and you go out there and you try to get people to give you money in exchange for your product or your service.
Cliff Duvernois: Right. It’s that easy. But is it, see, the thing is, is that they really don’t teach you what you need to know about marketing or about sales for that matter. And by the way, there is a difference between the two, but how do you do them properly? Well, usually nine times outta 10, you have to figure out how to do it on your own.
Cliff Duvernois: And you know what? Most, most people do buy a book. I’m gonna watch a YouTube channel, right? Maybe I’ll get some ideas, but we all know the same story. We all know where that ends. If you buy a book or if you’re watch a YouTube video, it’s very high level. And at the end they say, Hey, if you wanna learn more about my five step process to do this, or my 13 step process to do this click on the link below, and we will.
Cliff Duvernois: It’s allow you to our class and you know what they give you just enough information in that next class for you to be able to say, oh, wow. So then how do I do this? And they say, oh, well, that’s in our advanced. Right. So there’s another way to be able to do that, right? This is called fast tracking your results, right?
Cliff Duvernois: You don’t wanna spend the time through trial and error trying to figure out some kind of a marketing way that’s gonna work for you. Right? You wanna take somebody’s knowledge there, experience, sit down and start getting results. So this is where you see these ads, like, you know, how to market on Facebook or how to use Instagram reels to grow your following.
Cliff Duvernois: Start how to start a podcast in 2022, right? There’s all of these different classes and courses out there to try to shortcut your methodology. But at the end of the day, marketing is marketing and sales of sales. So if there’s all of these great programs that are out there and they’re being used, then people are saying, Hey, you know, buy my program.
Cliff Duvernois: And, and here it is, why is it that still, that so many people struggle to get results? Why is it that they can’t fast track the results? and then you take a look at podcasting in general. Why is it that so many podcasters are quitting after eight episodes, but let’s ask that question slightly different.
Cliff Duvernois: Do you think they would’ve quit making podcast episodes if they were actually getting results from it? So the thing is, is that I understood inside of me what it was that I was missing. I just didn’t know how to articulate it, how to put it down into simple format for people to be able to understand.
Cliff Duvernois: And you know what that’s okay. Because I know a ton of smart people that are out there. One of them is Racheal Cook. Now, Rachel. Is from episode 30, two of this particular podcast. And she has the very popular promote yourself to CEO podcast. Her interview that we did on this show is probably one of the best interviews that I have done to date.
Cliff Duvernois: And I learned so much, she is wicked smart and she gets real results for her clients. Now, when it came to marketing in general, she said something that really threw me for a curve ball. So let me share this with you.
Racheal Cook, Promote Yourself to CEO Podcast: Each and every week and month, I’m always thinking about this five part marketing strategy. So the five pieces of this are attract, engage, nurture, invite, delight.
Racheal Cook, Promote Yourself to CEO Podcast: But one thing I want you to note here is this is all about making sure that you have a journey that you’re taking people on from the moment they first meet you in your business. They meet you, they first learn about your business. They first learn about your brand. You have a way that you’re guiding them towards your offerings.
Racheal Cook, Promote Yourself to CEO Podcast: And when you put your marketing activities in each of these five parts of this strategy, suddenly things start to work together.
Cliff Duvernois: I absolutely love that. Her stuff is super, super good. And for our audience, I’m gonna add a link to the show that’s down below where you can get this awesome document from her. If you wanna learn more, that is about it. But literally marketing is a five step process. The first three steps being the lifeblood of your business.
Cliff Duvernois: That is attract, engage, nurture. So you wanna go out there and you wanna do some marketing. People tell you that podcasting is the way to go. You sign up for their magic podcasting course. And what they do is they tell you what more, more, more, more, gotta post, more reels, gotta post more on Facebook, gotta produce more podcast episodes more, more, more, more, more, more.
Cliff Duvernois: but guess where your podcast fits on the attract, engage, nurture on that customer journey on that marketing plan. Where does your podcast episodes fit?
Cliff Duvernois: Nurture.
Cliff Duvernois: In other words, you are pumping out more and more content for step three in your marketing. There’s almost zero consideration when it comes to step one or step two, if you skip step one or step two, step three becomes that much harder.
Cliff Duvernois: And this is the pig beef that I have when it comes to podcast gurus, they stretch everything out into these 16 to 18 month deadlines. Right? Just keep pumping out content, pump out more and more, more, more, more, and it’s all nurture content. Eventually one day you’ll grow your audience. Eventually. One day you’ll get clients.
Cliff Duvernois: But they don’t tell you or show you the tools that you need to be able to conquer steps one or step two, I leave those blanks and you know, what, if they do address those it’s really super minor. So what can we do with our podcast now to shorten it down from 18 months, waiting for results and get that done within 30 days.
Cliff Duvernois: How can we go through the attract, engage, nurture in a much shorter period of time. Now in my interview with Swire Ho. He actually points the way.
Swire Ho, The Small Business Show: You know, my, my goal for podcasts is to have more conversation with people. When I have more conversations with people as a salesperson. I know when the right fit comes in. When my ideal client comes along. I already have the procedure to ask the follow-up questions, to prompt them, to see if we should go into the next conversation, which will be a prospecting call.
Swire Ho, The Small Business Show: So initially I do start out as a podcast, but then if they’re interested, then we move on to the next meeting, which we talk about business. So think of it like this way, if you own your business, are there other goals that you think your guests might be able to help you, are there other benefits, if you connect with certain level of guests that are able to grow your business.
Swire Ho, The Small Business Show: So maybe there are ways that do that and build your own questions. So then when you finish a good interview with the guest. Take maybe two minutes of their time and ask them if I could tell you a little bit about what I’m up to, what I’m doing right now to see if we’re able to connect.
Cliff Duvernois: Well, what do you know? If you haven’t done so already go back and listen to episode 10 of this podcast. You are using your podcast as a tool to build strategic connections for your business, who is it that can help my business to grow. And this is different than networking. This is being strategic with your podcast.
Cliff Duvernois: So if you’re inviting people to be on your podcast, why not invite your ideal customers? Why do we think that our ideal customers can only listen to our content? Why can’t we invite them onto the show and make them a part of the show, have them contribute to the making of this awesome content.
Cliff Duvernois: But that’s not all, Swire also adds this.
Swire Ho, The Small Business Show: So I think that at least that conversation, will keep you motivated for doing a podcast because these are new conversation that you normally might not able to have.
Cliff Duvernois: He’s right.
Cliff Duvernois: Do you know how exciting it would be to wake up every single morning, knowing that you’re gonna have face to face conversations with the people who could potentially be your next customer?
Cliff Duvernois: Now, for those of you that do interviews for your podcast, you know exactly what it is that I’m talking about.
Cliff Duvernois: This was also reiterated by Pat Helmers during our interview for episode 24.
Pat Helmers: If you’re just some Joe Schmo, like I’ve been most of my life working, working in the, as a cog in some big business, you can grow your own brand this way, your personal brand.
Pat Helmers: And that really, really matters. Especially in a world where we don’t stay with the same employers for a long time. People will go to look back and say, well, what’s this person doing? And you’ll, they’ll realize not only do they work here, but they’ve also got this podcast running and actually listen to it and it looks really credible and it sets you up for the next place.
Pat Helmers: The people you interviewing could be your next employer.
Cliff Duvernois: This is exactly why it’s so important to not only have an ideal customer avatar, but also having an ideal podcast guest avatar, who can I bring onto my podcast? So it could also be a potential client? Somebody who can add value to the conversation and that ladies and gentlemen is how I cracked the code.
Cliff Duvernois: And this is how I was able to use my podcast to get clients not within 18 months, but within 30 days.
Cliff Duvernois: So my question that I’m gonna leave you with today is how are you using your podcast in your marketing plans? Is it just to continue to create content for step three? More, more, more, more, more, more?
Cliff Duvernois: Or are you going to get smart and start focusing on utilizing step one and step two?
Cliff Duvernois: My name is Cliff DuVernois and thank you for listening.