The holy grail all Rainmakers are searching for is to go from hunting for clients to becoming the hunted.
But… there is a catch. (Pun intended.)
Before you can become the hunted you must prove your value. That takes time. And time is something you don’t have when you’re hungry. When you have to put food on the table. Today.
There are three ways we can find (hunt) clients: Seeds, Nets, and Spears. I first learned about this in Aaron Ross and Marylou Taylor’s book Predictable Revenue.
It’s similar to the three types of online traffic Russell Brunson outlines in his book Dotcom Secrets: traffic you control, traffic you don’t control, and traffic you own.
But where Russell’s three categories refer to online traffic, Seeds, Nets, and Spears refer to the type of leads you need to generate.
Before I distinguished between Seeds, Nets, and Spears I was lumping them all together. And that was a mistake because different leads have different fundamental attributes: how well they qualify, how fast they close, return on investment, etc.
Distinguishing between the three types of leads was a game-changer for me. It can be for you too.
Think of Seeds as cultivating an orchard of fruit-bearing trees. It takes a long time, and a lot of work, to get them to fruit-bearing age. But once they start bearing fruit, they are unbeatable with the highest conversion and close rates.
Seeds include delivering transformational results, developing happy customers (word-of-mouth), organic internet search (SEO), organic social media, and publishing expert content. Russell’s online traffic that you don’t control falls nicely into the Seed category.
Nets are classical online and offline marketing campaigns in which you are casting a wide net and then seeing what you get. Nets are a whole lot quicker than Seeds for finding leads and putting food on the table. They can be expensive, though. Especially when you cast your Nets in muddy or shark-infested waters.
Nets include pay-per-click and offline advertising, classic funnel marketing campaigns, affiliates, joint ventures, and networking events. Russell’s traffic that you don’t control falls into the Nets category.
This is the classic hunting (outbound sales) category that almost all coaches and wellness professionals despise so much. It is, however, the most efficient and effective way to find leads and put food on the table. Especially when you’re hungry.
Spears include cold calling (yikes), social media DM’s (sleazy), and email marketing campaigns (if you have a responsive list). The latter falls into Russell’s traffic you own category.
What Happens When You Cross-Breed Seeds, Nets, and Spears?
Thinking in terms of Seeds, Nets, and Spears is helpful. But it’s still overwhelming and hard to put into practice when you are running your own solo practice.
Inspired by Cat Stancik and Tobin Slaven’s brilliant book, Experts Never Chase, and fueled by my horticulture roots, I started cross-pollinating Seeds, Nets, and Spears.
My goal was to see if I could breed an F1 hybrid that’s better suited to the unique circumstances of solo practitioners.
For the uninitiated F1 hybrids, or first children, possess great vigour, yield and other properties that make them crucial to the evolution of plant species. And very desirable in commercial horticulture.
My cross-breeding quickly led me to podcast guesting as the most valuable and desirable Seeds, Nets, and Spears F1 Hybrid.
Done strategically, podcast guesting, both simplifies and amplifies the most desirable qualities of the three “parents”.
On its own, each quest episode featuring you is third-party validation of your expertise. If the podcast publishes show notes you also get valuable SEO backlinks that will increase your standing with search engines. When you repurpose the content from the episode you can publish long-form and short-form content that showcases your expertise in a fraction of the time it normally takes.
Appearing as a guest on a show enables you to leverage the host’s audience in a way few other mediums allow. They will trust you because they trust the host. And because you are, literally, in their ears. When you leverage this trust with a well-thought-out call-to-action and backend assets, you can easily convert those listeners into visitors to your website. And then into subscribers and clients.
If you hate having a spear in your hand this is the most desirable trait of the podcast guesting F1 Hybrid. Instead of chasing clients and trying to sell them on your coaching program, you approach carefully selected podcast hosts and offer to do what you do best – serve them and their listeners by sharing your expertise.
The Bottom Line…
With every marketing or advertising campaign, we expect some type of return on investment… podcast guesting is no different. What makes it unique, is that you are leveraging your time and the host’s audience for a return.
You don’t have a monetary investment as the podcast host does. Or like a Facebook ad or Google ad campaign.
What’s more… a podcast doesn’t have the limited shelf life of a social media post, a Facebook ad, radio ad, or email ad. Podcasts are evergreen. A podcast episode that you’ve done a year ago can land you a new subscriber or client today or tomorrow.
But here’s the important bottom line… compared to hosting your own podcast, podcast guesting takes less than 1/10th of the time investment, zero monetary investment, and none of the headaches of having to build a listening audience.
Start Pitching and Profiting Today
Guest podcasting is the #1 killer evergreen marketing strategy of all time.
It’s a bold statement! But it’s true.
Pound-for-pound, I have never seen a marketing strategy that produces so many wins, with so little effort, in such a short time.
Get a step-by-step checklist to build your own evergreen podcast guesting campaign. No email is required.
*Predictable Revenue: Turn Your Business Into A Sales Machine With The $100 Million Best Practices Of Salesforce.com by Aaron Ross and Marylou Tyler
*Dotcom Secrets: The Underground Playbook for Growing Your Company Online with Sales Funnels by Russell Brunson
*Experts Never Chase: The Hassle-Free Guide for Expert-Based Entrepreneurs Kindle Edition by Cat Stancik (Author), Tobin Slaven
*Amazon affiliate links