Kimberly Spencer (00:00:00) - Are you looking to increase your sales with podcast guesting? This episode was originally recorded on my friend Alicia Bars a Sales is Not a Dirty Word podcast. Yes, I was a guest on this podcast and in this podcast I break down for you are exact strategy for how we get our clients booked on the podcast that build their brand awareness and their bottom line. To listen to the full episode, be sure to tune in to Alicia Bars sales is Not a Dirty Word podcast. Everywhere podcasts are heard, the links are in the descriptions, but for now and you get a quick snippet for this week's quickie. You get the exact strategy we use with our agency clients that allows them to get booked, get customers, get partnerships, get referrals even before a podcast gets distributed. Stay tuned. Welcome to the Communication Queens podcast for the visionary leaders, speakers, service providers and podcasters who are looking to stand out sharing their story. I'm your host, Kimberly Spencer, former screenwriter turned master communications coach. On this podcast, I'll be coaching you on how to share your own transformation story so that you increase your visibility, influence, and income on podcast interviews.
Kimberly Spencer (00:01:08) - Let's get your voice heard.
Aleasha Bahr (00:01:10) - And you have such a unique point of view that we have not had on this show yet. So I think it's going to be so valuable for anybody listening. And what Kimberly is so good at is making sales through podcast guesting, and you sort of accidentally figured this out, right? Kimberly, how did it happen?
Kimberly Spencer (00:01:30) - I did, I was on, I was on vacation in Australia during Covid, right before Covid hit. Like we literally landed in the Gold Coast when, Tom Hanks announced to the world that he had Covid and my husband was appearing there at a convention because he's a voice actor. And so he was appearing at a convention with the cast of The Walking Dead. And I thought the universe had an incredible sense of humor. global pandemic hanging out with The Walking Dead. They got this.
Aleasha Bahr (00:01:57) - Yeah, but my husband and I have.
Kimberly Spencer (00:01:59) - Always wanted to live in Australia, and so we we were there with our son and my parents over there for vacation. And I said, you know what? If we just stay because we kind of saw how Los Angeles was and I was like, not really loving the fear.
Kimberly Spencer (00:02:13) - And then we saw how Australians were handling and they're like a little bit more laid back and just in general. And I was like, I really like Australia. They're taking everything just, you know, pretty nicely. And we'll see. We'll see how it unfolds. And they get to live in our dream. And I said, yeah, I was running along the beach and I was like, yeah, let's, let's stay. And we knew we would be going down to a one income household because I said, well, if the voiceover industry shuts down, like, you know, and my husband's like, can you do it? And I was like, yeah, we got this. And so we got to live there and we thought it would be for a few months. And then it ended up for being two years. But the problem was, was we were in Australia, in a foreign country, on a visitor visa, and I wasn't allowed to use my primary source of lead generation, which had been live events.
Kimberly Spencer (00:02:59) - Like, not only were they not happening, could they not happen on my visa, but they just weren't happening, period, because of Covid. And so I was looking at other forms of lead generation because we were fine with, client retention, but it was bringing in new leads. That was the challenge. And it was then that I remembered, a podcast that I was on that had brought in a $10,000 client. And I was like, what if we just doubled down on that? Because I'd had my own podcast since 2019, The Crown Yourself podcast, formerly known as The Princess and the bee, and it was great for continuing to keep people into my like in my sphere or like it was. It was a great nurturer tool where people could really build that know like and trust factor, but bringing in new people, it wasn't really attracting. And so I looked at podcast guests and I was like, yeah, let's double down on that. And we stumbled upon a strategy that worked within, because within nine months I did 50 podcast interviews and it generated $70,000 in new business leads.
Kimberly Spencer (00:04:01) - And then now it's generated over $200,000 in new business leads just from podcast guesting alone.
Aleasha Bahr (00:04:07) - And that is free. All I Want is done.
Kimberly Spencer (00:04:09) - For you by the podcaster for.
Aleasha Bahr (00:04:12) - Free. Yeah, I see no downsides, at all. So is it. What made the difference for you? Are the leads coming from the message that you have? Like, are you very intentional about the types of shows that you're guesting on, or is it more about talking to the host or what? Walk us through that.
Kimberly Spencer (00:04:34) - Yeah. So when we first started, it was just the goal was to just get me on podcasts. And then when I looked at our revenue and I was like, oh, this is working, I said, I have to teach this to my clients. So I launched a course called Communication Queens that broke it down. And then we launched it again and it failed. And I pulled my audience and I said, why did this film? So we just want somebody to do it for us.
Kimberly Spencer (00:04:57) - So that's how we started our agency, the Communication Queens Agency, and we looked at what really was. The cases like what were the podcast are converted. So there's multiple ways that you can profit from guest podcasting. But we found that this three tier strategy that we created is really the key to looking at what are the podcasts that are going to build your expertise and authority that your ideal client or customer is listening to? And what are those that are correlated to your story and why those three? So the first one are the podcasts that build your expertise and authority. These are like the health coach going on other health coaching podcasts. So you're probably not going to get conversions from that because the podcaster, who is a health coach who is established in the industry, has already got their committed following of committed buyers. So it's going to help your brand. Yes. And it's going to build your brand awareness as being an expert in your industry. It may not result in conversions. The second one, though, is looking at what are the podcasts that your ideal customer avatar is listening to.
Kimberly Spencer (00:06:04) - So if you look at like who is your ideal customer avatar and you look at your psychographics and your demographics. So if you notice that a lot of your ideal customers are single mothers, then going on podcasts that are niche for your industry, and then podcast for single mothers about how you as a single mother built your business, then that's going to attract more single moms to your your business and to your products. And then the third one is your story. Now, this is one that is we were originally calling this like your outlier, podcasts of like looking at what piece of your outlier really works. But this is where you attack your blue ocean because nobody I always say people can have the same strategies. Like when I was doing this, I was doing this solely for my coaching business. It was I do primarily transformational and mindset coaching for business leaders. And there are a bajillion. You just scroll on Instagram and you'll find a mine. But what makes you different is the story that you can tell and so we were looking at podcasts that like really leverage the power of story.
Kimberly Spencer (00:07:10) - Now I have very different pieces in my story. I can talk about childhood sexual abuse. I can talk about, bulimia. I can talk about my experience with, growing up with an addict for a father. I can talk about being surrounded by an addiction growing up and those pieces. So there's lots of different pieces that I can talk about in my story that I can go on specific podcasts. Now, why would I choose those podcasts? Well, because those are Blue Ocean. So somebody and if you're not familiar with Blue Ocean is like, there was a great book called Blue Ocean Strategy where if you go into a red ocean, that's where everybody else is. So basically, if you're a coach and you have a blush pink brand and you're on Instagram, you're within a sea of blush pink coaches on Instagram with the rest of the coaches. But if you differentiate yourself and put yourself into a different market, target a different client based on your story, you're going to have a fresh, clean ocean where it's only going to be used swimming in it instead of you and 50 other blush pink Instagram coaches, so that space allows for a whole fresh pond of people who may not even know that they need you because they're not listening in that space, in what they're going through in their life, is they're listening to specific things that are correlated to your story.
Kimberly Spencer (00:08:27) - And it doesn't always have to be related to trauma. Like, I'm going to be very clear, I had some trauma growing up in my childhood. I'm very comfortable speaking about my trauma because it's very processed. I always say to my clients like, never share your unhealed trauma on podcast. That's not the place. Go to therapy, get that healed, and then you can start sharing your story. Don't heal. Share the unhealed trauma. but when it's healed and you're able to talk about certain pieces or aspects of your life or growing up, then it can bring in people who are not necessarily listening for the end result of your business or your product, but because you relate to them on such a deep and personal level, it's going to change the way that they they connect with you, that they will want to work with you in some capacity or be involved in your world. That's where your personal brand really comes into play.
Aleasha Bahr (00:09:19) - That's so interesting. Okay, so if I had narcissistic parents, I could go on a show about narcissistic people in your life and talk about how oftentimes, if you had a narcissistic parent, you become an empath.
Aleasha Bahr (00:09:36) - That's usually like the result that if unless you become a narcissist. But I don't think narcissists are listening to a show about narcissists, are they? Maybe.
Kimberly Spencer (00:09:43) - Maybe. I mean, I want to be better narcissists.
Aleasha Bahr (00:09:47) - But I think it's about drama I'm talking about. So like if they're traumatized by it, they're probably an empath. And empaths do sales differently. So there could be like a link there.
Kimberly Spencer (00:09:58) - Yeah. And with especially linking and sharing how it made you create your specific strategy and how you do sales and really linking and leading into that because you want it in any story, like it's storytelling 101. And I started out my career in screenwriting like when I was 19 years old. So that was my first foray into that world. I had my first feature that I co-wrote, picked up and distributed by Lionsgate and on Netflix and on all the places. And so I really dove deep into screenwriting when I was a kid and read heaps of scripts because I worked for a production company, I had read tons of bad scripts and tons of good ones, and I always tell people if they're looking to get into Hollywood and writing movies, I'm like, just know that it's in 17 year old kid who's reading your script and judging it.
Aleasha Bahr (00:10:44) - Don't feel bad.
Kimberly Spencer (00:10:45) - If you get rejected. Just submit it again and try. But that that experience of seeing stories and seeing there are certain beats that every story has to have. And if you know that the story of transformation is one that is going to hold an energetic, different vibration, especially if you show and demonstrate a level of courage to what you faced. Courage is an activating emotion, and it's one that you actually want people who are in a positive state forward thinking to invest in your products and services. If they're in a state of courage and in an energetic, emotional state of courage, they are believing in the possibility of what can be, which puts them in a much better position as a buyer. So your story because like attracts like, you also have to reflect that courage.
Aleasha Bahr (00:11:36) - I love that that is a very unique insight that I don't think many people are thinking about. So it kind of sounds a little bit like I prefer hope selling as opposed to pain selling. So a lot of people like to dig into the pain and make it really, really bad.
Aleasha Bahr (00:11:50) - And then I'm your only hope. So you have to invest in me. That brings somebody in, in a weird mindset. Yeah. So it makes sense that if you were just talking about how awful it was and you didn't really, like, show what's possible on the other side of it as an example, like what you're talking about, you're basically the example of it. Then you could attract people who were in a place of scarcity or just fear. So that's such an incredible insight.
Kimberly Spencer (00:12:19) - I hope you love this episode of this sneak peek behind the scenes on a podcast that I was blessed to be a guest on, and this is just a reminder that our bi monthly podcasting party is happening this week. So if you want to meet and learn from top 5% podcasters, then definitely hop on into the podcasting party where we play bingo, give away hundreds of dollars in prizes, and have so much fun connecting and sharing in an intimate medium that allows for us to play with our pitches. So pitch, please head on over to the link in the show notes to register for the podcast party this week.
Kimberly Spencer (00:12:56) - I'll see you there. Thank you so much for listening. If you love this episode, subscribe! Leave us a review and share it with your friends. For more tips on guest podcasting, storytelling and communication strategies, follow us on social media at Communication Queens Agency and visit us at Communication queens.com. I look forward to seeing you in the next episode. And in the meantime, remember your story has the power to save one life. Let your story and your voice be heard.
