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0:13

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0:45

What's up pod pals, it's your buddy Adam, and

0:47

this is Podcasting Business School, the show where

0:49

I teach you how to love your podcast

0:52

like a hobby and build it like a business. This

0:54

is a podcast audit

0:56

episode with my new pod pal, Vangie

0:59

from the Perimenopause Podcast.

1:02

Vangie, welcome to the show.

1:04

Thanks Adam, thank you so much for having me. I'm

1:06

super excited for this. All right, we

1:09

talked about it earlier, Jan Ditchfield introduced us,

1:12

that's always a home run connection. So

1:14

I'm really excited to help you out. I

1:16

know you've recently gone through a rebrand, I'm

1:18

liking the way that things are being rebranded.

1:21

I've been looking at your podcast feed, looks like you got some

1:23

great content,

1:25

some pretty solid and interesting offers

1:27

as well. So I think there's a lot of potential here,

1:30

and I'd like to kick this off by setting a little

1:32

bit of a goal. So if you and

1:34

I were to follow up six months from now and things

1:36

have gone extremely well with your podcast and

1:39

with your business, can you help

1:40

paint that picture for me? What might that

1:42

look like? Well,

1:45

I think my podcast is actually, I

1:47

feel like it's actually bringing in those clients that

1:49

wanna work with me. So at the moment, I feel

1:51

like I'm putting out content, I have no

1:54

idea who's listening to it, and

1:56

if it's actually providing value. Now, since

1:58

the rebrand, I have my.

1:59

balance have increased significantly. But

2:02

they just still don't know this lesson, they don't

2:04

get in touch with me. So I always feel like I'm talking

2:06

into the void. So I think in six months

2:09

from now, it'd be great to know, you know,

2:11

people feel like it's a two week conversation, they can give

2:13

back to me. But

2:15

it actually takes my business for us. So it's

2:18

actually adding value, as

2:20

opposed to feeling like I'm doing the

2:22

thing for nothing.

2:24

Yes. And I know exactly what

2:26

you're saying, because that

2:27

was like the first three

2:29

years of my podcasting journey is yelling

2:31

into the void waiting for the echo to come back

2:34

and no one, you know,

2:37

no one listening I, I make these,

2:40

I have a merch shop, where I make these

2:42

shirts and say your mom subscribes to my podcast.

2:45

And it's kind of a funny thing. But my mom didn't even

2:47

subscribe to my own podcast in the first three years, like that's

2:49

how bad it was. So what

2:52

do you think is the number one roadblock

2:55

that's keeping you from finding

2:58

clients via your podcast? If there's

3:00

anything in particular that we should focus on today?

3:03

I think it's probably exposure.

3:06

So I don't know how to share it on my social

3:08

media. But beyond that, I

3:11

don't think there's a

3:11

lot of exposure. I think the rebranding

3:13

would help the SEO tremendously.

3:16

But yeah, it's probably the exposure.

3:19

Okay, cool. So let's look at

3:21

a couple of things that I noticed right

3:23

away that I think will help with gaining

3:25

the right listenership. Podcasts,

3:29

search engine optimization is huge, it

3:32

is huge, huge, huge.

3:34

And I'll give you an example. I'm

3:36

very excited. I think it's the first time I've mentioned

3:38

it on the show, actually. So I

3:41

launched a new show last week.

3:44

And

3:45

it's before

3:48

I actually started promoting it last

3:50

week, it had been live for about a week because I like

3:52

to test it and make sure it's up on Apple and everything.

3:55

And just based off of the

3:58

name of the show, the art and

4:00

search engine optimization, I gained $6,000

4:03

in clients before

4:05

I even launched the show. So

4:07

almost $1,000 per day that it was live

4:09

without me telling anyone. And

4:12

that is only because of the art, the

4:14

name, and the search engine optimization. All the

4:17

right people were finding it, binging

4:19

it, and hiring me. So

4:21

that's how powerful this is.

4:24

And I know my listeners, they talk

4:26

about this every week on these podcasts. He's

4:28

always talking about SEO, and he makes everybody

4:30

change the name of their show or add stuff to

4:32

their, but it is so powerful

4:35

for the right people to be able to name

4:37

you. Like, let's help your super fans find

4:40

you, everybody. So a couple quick things.

4:43

I like the name change to the Perry

4:45

menopause podcast. I think the

4:47

word Perry menopause is very searchable. Like,

4:51

I love it. Love it. Love it. One thing

4:53

to consider is what I call a title extension.

4:56

Where you can sneak in a few more searchable terms.

4:59

So the Perry menopause podcast, advice

5:03

for or tips for,

5:06

and then look for like two to three. So

5:09

I always go tips for X, Y, and Z. So

5:11

tips for 40 plus

5:14

females or

5:16

conversations on hormone

5:18

balance, blah, blah, blah, and blah, blah,

5:20

blah. So maybe finding one, two,

5:22

or three extra keywords that you could put

5:24

in there. So just basically like what terms

5:28

are you thinking your ideal clients would be putting

5:30

in Apple podcasts or Spotify to find

5:32

a show just like yours? So I think that's

5:35

one thing that would help tremendously. I

5:38

noticed that your art hasn't updated on

5:40

Apple podcasts yet with the new, it's

5:43

the old podcast name

5:45

on it. Have you updated

5:48

that? Are you planning on updating that or is that

5:50

in the works?

5:51

I probably assumed that it was just going to order update

5:53

because it updated on Spotify, but I never checked Apple

5:55

podcasts. So I'll add something

5:58

extra I need to do. Okay. So probably.

5:59

with that you'll just want to log

6:02

in to Apple Podcasts directly and then

6:04

you just hit there's like a little refresh

6:06

feed button or something. That's

6:08

happened to me before when I've rebranded so hit

6:11

that and then it should update

6:13

which is nice. Now with your

6:15

new art, what's

6:19

that look like? Describe how the new

6:21

show art looks like specifically.

6:24

So it just sees

6:26

the period menopause podcast with Vanji

6:28

and just a photo of myself.

6:30

Okay so if it's

6:33

on Spotify I'm gonna look it up real quick so

6:35

I can get eyeballs on it. So with

6:38

your art, so comparing like your old art,

6:40

is it similar to your old art like a similar

6:43

look? Different,

6:45

different color.

6:47

Okay

6:50

I'm looking it up on Spotify as

6:52

we look. So okay so it's

6:55

very

7:00

similar. Okay so what

7:02

we want to look at is

7:05

with your art you want the

7:07

words specifically the word period

7:10

menopause to be the star of the show. Right.

7:13

So for me when I'm creating podcast

7:15

art, whatever word is the star of

7:17

the show, I want that to span the distance of

7:19

the square. I want that to be large,

7:22

thick font, very visible and

7:25

I like it to be a different color than every other word

7:28

that's on the screen. So it really stands

7:30

out. So I think having period menopause,

7:32

thick font across, different color,

7:35

make it pop. And having

7:38

you know the period menopause highlighted

7:40

podcasts and then maybe

7:42

whatever your title extension is, tips for conversations

7:45

about. I would stick that kind of at the bottom

7:48

with some sort of background color banner

7:50

behind it so you can see it really nice. So an

7:53

off-color banner that's behind it and

7:55

you can highlight some words in there as well. And

7:58

then once that structure is in place Then

8:00

I would find where there is room. Usually

8:04

there's like a corner that's open or something like

8:06

that, or there's some space. That's where you put

8:08

the image of you. A mistake a podcasters

8:10

make is they put their image on there first and then they

8:12

make all the words work around a big old picture of them

8:14

or their face or something. And

8:18

like if you're a world famous comedian

8:20

or actress or something, yes. There's people

8:22

like you and me that, you know, if I'm on a billboard

8:25

in Times Square, everybody's like, who's that

8:27

guy? Who's that sunburn bulb? Yeah, I don't know who that

8:29

is. So, um, I

8:32

don't ever put my image on any of this stuff

8:34

because it's not really going to help anything.

8:36

So I make the words as big as possible

8:39

because when people search Perry menopause,

8:41

your show pops up. So

8:44

I want it, but it pops up with 10 or 15

8:46

other shows on Apple or Spotify. It's all the

8:48

searched shows that have those related

8:50

terms and we only get one shot

8:53

at these people. They're not going to search twice

8:55

and they're usually not going to check out more

8:57

than one of the shows usually maybe

8:59

two, maybe three. So

9:02

we've got to be ideally that first one, their

9:04

eyes gravitate towards and go, Ooh,

9:07

this has perimenopause highlighted. It's got tips

9:09

for and all those relatable terms like, Ooh, that's

9:11

me. That's me. That's me. But

9:14

bungee gets my first shot basically. And

9:16

that's where I'm going to first. And now we got them. So

9:18

I would look at those,

9:21

uh, you know, the title extension

9:24

tweaking the art just a little bit in the fact that it has

9:26

an update on Apple that gives you an opportunity.

9:29

Like you're not changing and changing it again. So I would pick

9:31

a few little tweaks and then reload it up. And

9:34

I think that will help tremendously.

9:37

Now any questions on, on that

9:40

specifically? No,

9:40

that's very helpful. Cause I, you know, I

9:42

created this new thing and I was like, what am

9:44

I supposed to create? So I just,

9:47

that's the thing, but I always knew there's probably more

9:49

to it than just creating an image. So

9:51

that's very helpful.

9:52

Yeah. It's kind of like the

9:55

unthought out of portion

9:57

of search engine optimization, like the keywords

10:00

bring them in, but you're still there at the dinner table

10:02

with 15 other podcasts. And

10:04

you want them to choose you first.

10:07

So it's like the bachelorette, like you want

10:09

the rows, not the other ones, you know? So

10:11

I will accept this rose. I've got a really great art,

10:14

you know, that attracts their, their eyeballs

10:17

right to you and you get the first steps. Okay.

10:19

So let's talk about making money with this

10:21

thing. Cause I think once you get your ideal listeners,

10:23

they're going to be ready to rock. I think there's

10:26

a lot of different opportunities for

10:28

how we can do this. Now you've got a

10:30

couple really fun sounding offers. Can you

10:33

remind me of what those are?

10:35

Yeah. So my signature

10:38

program is a nine week coaching program

10:40

called the hormone health Academy, I open

10:43

enrollments to that probably

10:45

around four times a year. And then

10:47

I've just launched a new program called

10:49

the libido bootcamp, which is for

10:51

pyramidal for the women who struggle with libido.

10:54

Love it. And that's

10:55

a five day course.

10:56

I love how specific these are. And

10:59

like they're in the wheelhouse of

11:02

who you're trying to talk to. Okay. So the

11:04

key is we've got some good offers that

11:06

I think are going to be attractive to your ideal listeners.

11:08

We've got to work backwards and create stepping

11:11

stones from that paid offer back

11:13

to the people that find your podcast.

11:16

So the first step for me is

11:19

expert positioning, building expert positioning

11:21

on the show. There's a few different ways

11:23

that we can do that. Um, one of my favorite

11:25

ways is what we're doing right now. I call these coaching style

11:28

episodes. So you putting

11:30

a call to action out to your

11:32

audience, but honestly, it's at the start,

11:34

you probably have to grab some current clients

11:37

or grab some friends,

11:39

colleagues, whatever, and bring them on for this

11:41

style of an episode. And

11:44

it's been 15 minutes and you don't like

11:46

in this, in your situation, you're not going to use their name.

11:48

You're not going to tag them on social media or anything.

11:50

Like it's anonymous. And

11:52

I, you know, if I wouldn't do anything with

11:54

the video and that's, or just make it so that only

11:57

you are visible. If you do like an Instagram real

11:59

and it's just you talking. It's the advice or whatever. Uh,

12:02

so let them know they're off camera. They're not going to be

12:04

shared. It's, it's, you know, it can be anonymous.

12:06

All that, but they're going to get some help from you,

12:09

which I know this population

12:11

is very eager to get some help. And

12:13

so they want to feel better. They're going to feel

12:15

like they're their normal selves again and all that stuff.

12:18

So

12:20

I love this type of an episode

12:22

for you because it's the best way to build expert

12:24

positioning. And this is like my secret weapon for

12:26

my businesses. I've got 400 and

12:28

I released 401 episode 401 today. So

12:34

I

12:35

have hundreds of these types of episodes

12:37

where people can listen. I just signed

12:40

up a new client. She's like, I only listened to

12:42

the podcast audit episodes. I'm like, well, I don't

12:44

know how I feel about that, but I'm glad you're listening to the podcast

12:46

audit episodes. And she's

12:49

just like, I've heard you coach and coach and coach. And

12:51

she's like, I'm just ready to hire you. You don't, there's no sales

12:53

conversation needed. So that's really cool.

12:55

But that's working like that because I really don't like sales

12:57

conversations that much. I'm not, I'm

13:00

not that type of person. I'm like,

13:02

and now let's get down to brass tacks. I'm going to sell

13:05

you some stuff and let's see how much I can sell you.

13:07

Like I'm like,

13:08

let's just work together and let's get started. Um,

13:11

so I like this a lot. How

13:13

do you feel about that concept of maybe

13:15

creating some content where you're bringing listeners

13:18

slash potential ideal clients onto your show

13:20

and doing something like what we're doing here?

13:22

Yeah, I think it's a great idea. I think it

13:24

is. I do think it'll be hard to get

13:26

people. Um, cause some of these topics are

13:28

really sensitive as you would have mentioned. We're

13:30

really, so people are really, we're not really

13:33

sure how to reach out for that kind of thing, but I can

13:35

probably show the test a few people. And

13:37

then once they get used to how it

13:40

works, they probably have more confidence to reach

13:42

out.

13:42

I agree with that. And again,

13:45

as you get started, I would probably

13:47

suggest doing is grab some

13:50

previous or current clients.

13:52

Yeah. And make it almost

13:54

like a case study or a success

13:58

study episode. And

14:01

do three, four, five of those. That's

14:03

still, that's amazing expert positioning. And it's not

14:05

just a 30 minute testimonial. It's

14:07

kind of like, what were you dealing

14:10

with when you first came to me? Here's

14:12

the game plan that we put in place. How

14:14

did that go? What are your, your

14:17

next set of goals that you want to try to achieve with your health?

14:19

Here's what I suggest for that. And that

14:22

way you kind of just, I guarantee that

14:24

there will be listeners of your show. They're like, wow, I

14:27

relate to that right there. I'm experiencing those

14:29

same symptoms. I just got a ton of value out of this.

14:32

So that's probably where I would start.

14:34

And then from those episodes,

14:37

I would mention, and

14:39

if you're listening in, like these are my, my

14:42

current and previous clients, I'm going to

14:44

start opening the door for listeners

14:46

to pop on and do an episode just like this. And we're

14:48

going to identify the number one

14:50

pain point you're struggling with with your health, I'm going to

14:53

give you some quick tips that you can implement to start

14:55

feeling better right away. And you're going to

14:57

walk away with a free game plan for 20 minutes

14:59

or something like that, and then using that call

15:01

to action, I would put it behind an email wall.

15:04

So it helps you build up your email list. So those people

15:06

are popping on your email list. That's important because these are

15:08

super fans. Like a lot of people are

15:10

like, I'm not doing this for one email. I'm like, but

15:13

these are people that are listening to your show and they

15:15

want to come and interact with you. That's worth 10 emails

15:19

to me or a hundred emails of just as

15:21

of email subscribers. So I'm like,

15:23

these are the gold star people on my email

15:25

list. So I would put that behind an email

15:27

wall, build the email list with super fans, make

15:30

real authentic connections with these people, show

15:32

off what you do and release as

15:34

many of those episodes as possible as

15:37

long as you can do it. So I think that's a

15:39

strategy. Number one strategy. Number

15:41

two would be include

15:44

as much testimonial audio across your platform

15:47

as possible. So, uh, my

15:50

Tuesday episodes for

15:52

this show for podcasting business school, I

15:55

put a testimonial at the very beginning for

15:57

every episode. I've been doing that for a while and

15:59

P I. I've had clients sign up that are

16:01

like, the testimonials won me over,

16:03

man. Cause like, nobody does that. They're all,

16:06

you know, people talk about how great they are

16:08

and blah, blah, blah. But if you've got everybody else singing your

16:10

praises, that's a whole different ball game

16:12

I had somebody, I had a new client that signed up and

16:14

she was like, I can't

16:17

believe how many in a row you've done. You haven't repeated

16:19

any, like there's a new

16:21

one every freaking week. This is impressive.

16:24

And I'm like, thank you. I got a lot of people

16:26

I'm helping out. Yeah. So that

16:29

would get, yeah, I would get audio and I

16:31

use a free, uh, website

16:33

called speak pipe, speak pipe,

16:35

and you can pay for it, but I don't, uh,

16:38

there's a, the free version and

16:40

I've never run out of space. So I would

16:42

just, uh, it's really the

16:44

best that you have a current client as you're kind

16:46

of in that last week of coaching or whatever,

16:49

go, Hey, I would love to

16:51

get a little audio clip you're getting your sense. I

16:54

wouldn't have them name their name or anything like that.

16:57

But, you know, I've been working with bungee for

16:59

six weeks and I came to her because, and

17:02

so far these are the results I've been able to produce. I

17:04

feel amazing because blah, blah, blah. You should, this

17:06

is the program I did. You should do it too. And

17:08

like, that's an amazing little audio

17:10

snippet. I put it at the beginning. That's

17:13

the first sound my listeners hear.

17:15

It's I'm not putting a, an ad for

17:17

mattresses or athletic greens

17:19

or underwear, or it's not an ad for something

17:22

I'm selling. It's a testimonial. And then it goes

17:24

into my intro and we start the show. And

17:27

it works really, really well. So,

17:30

and especially in yours, like the

17:32

perimenopause situation is so emotional

17:35

and like hard and

17:38

frustrating for these women. So

17:40

I think giving them

17:43

little audio bites of hope

17:45

of like, wow, yeah. Bungee

17:47

really is helping people with this. And

17:50

that's inspiring to me. So I think that

17:53

would be another kind of low hanging fruit

17:55

that you could implement that. And I think it'll

17:57

really help you with again, building

17:59

those.

17:59

stepping stones towards your

18:02

offers.

18:03

So how's that? So now I'll

18:05

hit the pause button on my motor mouth.

18:08

No, I've got heaps of those already, because

18:10

I've been asking those to use on social media.

18:12

So I can tap into my little library already

18:14

while I get more. So

18:17

I never thought of it. It's a great idea.

18:21

Good. And yeah, use them everywhere.

18:24

Like I usually get an audio and then I'll

18:26

go, okay, I'm going to create

18:28

a quote card for Instagram and you

18:30

can, you know, just take the audio

18:33

and put it on some sort of B roll video

18:36

and make a reel out of it or whatever.

18:38

So lots of cool ways

18:40

to do this. Okay, then the

18:45

other stepping stone that we're going to look

18:48

at is some sort of connection

18:50

or activation moment. So

18:53

we've got them binge listening to your show, they found you through

18:55

your SEO. Now they're binge listening,

18:57

they're getting all that expert positioning, the coaching episodes,

19:00

the testimonials, and then

19:02

you're really starting to level up every week like

19:04

this bungee man, she's really

19:06

got got some stuff going on here. Then

19:09

you hit him with a call to action that is

19:11

like,

19:13

there's a few different like obviously like some sort of free

19:15

challenge, free boot camp.

19:19

I do a party for my listeners

19:22

every month that I call the pod pal zoom party,

19:24

when 20 of my listeners

19:26

to come on the show, we do a community discussion.

19:28

So anything like that, obviously

19:31

I do it, you know, being, you know, both,

19:34

you know, Jen, the shield has both

19:37

hired me and I've hired her. So she has taught

19:39

me all her ways of using free challenges

19:41

and boot camps and things like that. So I'm a big fan

19:43

of that. And then

19:45

you can activate those listeners

19:48

that are ideal potential clients, all of a

19:50

sudden, we get them into the right offer

19:52

off the back end of that. So I think those

19:54

are the stepping stones that I would look at building out.

19:57

And if you do that, and just really

20:00

play the long game of,

20:02

okay, I need to have all these stepping

20:04

stones in place and just keep putting people

20:06

through this and go and find more people to find my

20:09

show. And then the expert positioning takes

20:11

care of itself, the free activator into

20:13

the paid offer. I really

20:15

think you'll see success because, I mean,

20:19

you know, I think that's the most frustrating

20:21

thing as a service provider that you're kicking butt

20:24

with your business and then your podcast

20:26

has launched and it's taken a lot of work and

20:28

the right people aren't finding your show and they're

20:31

not turning into clients when you know there are people

20:33

out there that need your help. That's frustrating. Yeah.

20:35

So this is how we fix that.

20:37

Does that make any sense?

20:39

A lot of things. And I really considered a

20:41

few months ago to

20:43

give up my podcast and Jen was like, no, you

20:45

should not give up your podcast.

20:47

So I thought it's best to just learn

20:50

how to use it well. And I think these three things that

20:52

you've given me, it's really helpful, a good starting

20:54

point. And I will be

20:56

implementing it for my next episode,

20:58

which is tomorrow.

20:59

Outstanding. All right. So I

21:02

think that is a good

21:04

amount of homework for you here today.

21:08

And I want to make sure that we give you a chance

21:10

to shout out your show, your website.

21:13

If I know a lot of women listen to this

21:15

show and they may be able to get some

21:17

help from somebody like you. So go ahead and

21:19

take the mic and shout out your business,

21:21

your website, social media, all the good things.

21:23

My website, everything is just like my first name,

21:25

vanji.com will be my website.

21:28

I'm at vanji on Instagram and on

21:31

Facebook. And my podcast

21:33

is called the Pyramid Opposed Podcast. And

21:35

I, yeah, I'd love to have people there.

21:38

I'd love to hear deems from them, what they're struggling

21:40

with and so that I can address those things

21:42

in my podcast and my Instagram reels, et cetera.

21:45

Outstanding. And I'm

21:47

really excited to see what you do with this. I think there's

21:49

a ton of potential, so I will

21:51

be paying close attention. Now for

21:54

everybody out there that's listening in, if you would like to

21:56

do a podcast audit episode, just

21:58

like my pod pal, Bungie,

22:01

I would love for you to go to the website, podcastingbusiness.school.

22:05

Get signed up, get on my calendar and let's

22:07

connect and let's see what I can do for you. And

22:10

with that Pod Pals, I'm going to send you out

22:12

into the world wishing you health, happiness

22:15

and many downloads. We will see you next

22:17

time. Hey Pod Pals, the deadline

22:19

to apply for the six month Podcasting

22:21

Business Funnel Mastermind is fast approaching.

22:24

I'm choosing 15 Podcasters

22:26

that are done messing around and ready

22:29

to transform their podcasting hobby into

22:31

a six figure per year business. Get

22:34

all the mastermind details with the link in the

22:36

show notes and be sure to get your application

22:38

in by December 15th, 2023.