Episode Transcript
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You're listening to Podcasting Made
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Simple.
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I'm your host, Alex Sanfilippo.
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For this episode's guide and resources,
0:06
please visit podprose.com slash 273.
0:11
And now let's get to the episode. We've all experienced that point in
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building an audience, their podcast, on a
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blog, anything we're doing in a live or
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virtual community, where we have the
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community going and we're trying to
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monetize the community, not because we're
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greedy, but because we got to make a
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living, right?
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Either your staff has grown, your product
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has grown, your company's grown, or you're
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just starting out and you're like, I got
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to figure out how to do this in a
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sustainable way. Here's the path to do that.
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It's not hard. It's very simple. I'm going to leave you with three things
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today. three things you can do today to take
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action, to actually get your community
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monetized or monetize at a higher profit
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margin than it already is, because you can
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bring them what they want. It's really not that difficult.
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So here's how we're gonna do this. I want you to take out something you can
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write with, take a notepad, grab your
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iPad, grab your computer, whatever you need. We're gonna dive into several things.
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Number one, you know who you're speaking
1:06
to, okay?
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The more specific, the better. When it comes to selling at scale, the
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more specific, the better.
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We want to build something highly
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profitable that you can sell in a scalable
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way. The more specific that audience and their
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problem set is the easier it's going to be
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for you to build a product or something
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you can deliver and sell it.
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Let me explain why. You're looking for your audience's dreams,
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drains and doubts.
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Okay. Here at Group Coach Nation, we call those
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the three D's.
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Dreams. drains and doubts.
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The dream is what your audience wants. What do they want?
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What's their big dream? They want more time. They want more money, health,
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relationships, space, freedom, a certain
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feeling, happiness. What is it that they want?
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What is the dream? Okay. Write that down right now.
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Write it down. What comes in your mind? What is the dream?
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Secret tip here. It's probably your dream also.
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Okay. If you're passionate about this subject,
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it's probably because
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You've been through this process and you
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want that same thing.
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So what is the dream?
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Write it down. That's D number one.
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D number two, what are their drains?
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Drains are external issues. Things that are keeping us from getting
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that dream from the outside.
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All right. I don't have enough money. I don't have enough time.
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My partner doesn't want to do that. I'm not sure I have the opportunity.
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Something in the economy, the world,
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whatever, something is keeping me from
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doing this that's outside my control.
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Write those down again. probably similar to your experience.
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Many of us are guiding our audiences
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through a process or through life in a way
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that we've gone through it or a way that
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we're trying to currently get through it.
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And we're just kind of one step ahead of
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them sometimes even like helping them
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through this process accomplishing your dream. What are the drains?
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What are the external things that are
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keeping you and your audience from
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achieving that dream?
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Write those down. Things that are outside of your control.
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The things that you or they could blame. Well, I would.
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but so and so or this thing or that event
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or whatever is keeping me from it.
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Okay. Those are the drains.
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Number three, the third D dreams, drains
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doubts.
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The third D is doubts. Write down the internal issues that are
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keeping you or your audience from
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accomplishing those dreams. Again, you and your audience are probably
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very similar.
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Keep leaning on that. It's a really great hack for this process.
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What are the internal doubts that are
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keeping you
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or your audience members from
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accomplishing that dream?
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Is it fear, fear of failure, fear of
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success sometimes, right, fear of being
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seen out there in the public space and not
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knowing if you're gonna get it right or
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wrong or if you're gonna get it all
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tangled up, whatever it is.
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Is it imposter syndrome? Is it, oh my gosh, what if I do this and I
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run out of money?
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What if I do this and I run out of space? What if I do this and I don't have enough
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time to execute?
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What if I've failed three times in the
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past or a hundred times in the past?
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How do I know this is gonna work this time? What is it about?
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the dream of making more money, having
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more time, having better relationships,
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more health, more happiness, more freedom,
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whatever it is in life.
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What is it about you inside of you inside
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of them that makes you worry?
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You won't accomplish that dream.
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What are you worried about at 2 AM in the
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morning is frequently a good answer for
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this. What are you worried? It's going to be about you.
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That's going to keep you or them from
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accomplishing that dream.
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That's a big deal. Okay. Write those things down.
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So now you have. A list of dreams, some basic things they
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want, more freedom, more time, more peace,
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more space, more relationships, more
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health, whatever it is.
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You also have a list of drains and doubts,
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the external and internal issues that are
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keeping them from that. If you've written one thing down in each
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category, big win.
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If you've written two or three things down
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there, awesome.
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You don't need a list of 10 in each
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category.
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What are the big issues? Okay.
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Now we have dreams, drains and doubts.
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That's thing number one. Okay.
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You've just done homework for the first
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point.
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Yay you. You're already on a great track.
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The next two are pretty simple.
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Once you anchor down dreams, drains and
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doubts, you need to build a minimum viable
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offer. Again, at Group Course Nation, we call
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that MVO, minimum viable offer.
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And this is an offer that you can give to
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your audience that helps them accomplish
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the dream while overcoming their drains
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and their doubts.
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Not just an offer like you're going to put
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on a sales letter or on a landing page.
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But an offer that's real and legit, that's
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very, very simple, minimum viable.
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The reason I say minimum viable there is
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because we want this to be the minimum
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amount of stuff, time and pain.
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All that stuff that gets in the way of us
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succeeding the minimum amount of time and
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pain that you can give your clients, your
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prospects, your audience to accomplish
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their dream, how can you help them get to
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that dream?
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And now here's the truth. You can't help them get all the dream they
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ever want in one big swoop, right?
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It takes years sometimes to accomplish
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those dreams, but where are they now?
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What do they need to get over? What, what hurdle in the drains and doubts
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they need to step over right now to get
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real traction and to really help them move
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forward.
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That's what you're looking for. That's a minimum viable offer.
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What's the smallest amount, the minimum
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amount of work you can do and they can do
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to give them the next big step forward.
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Okay. Got our dreams, drains and doubts.
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Now minimum viable offer. Let me give you an example or two.
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Let's say you're helping people with
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relationships.
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Okay. And they want better relationships with
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the key loved ones in their lives.
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That could be a partner, a spouse, a kid,
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a parent, a sibling, whatever it is.
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Right. What is the biggest thing you can help
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them with? If it's just something simple, like just
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having good communication.
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All right. I can't help them fix everything in that
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relationship set for the rest of life.
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But if I'm like, you know, the biggest
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thing I keep seeing in my audience is
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communication issues, what I can do is I
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can put together a simple four week long
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meet once a week zoom call in a group
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setting where I can bring my audience
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members together, charge them some money
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and they can show up.
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And for four weeks, we sit down for an
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hour and a half each week.
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And we talk about key communication
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skills, one big communication skill each
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week for the first three weeks. And the fourth is just to wrap up that
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entire concept.
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with practical application, giving people
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a chance to practice that throughout the
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week. Now, they're going to learn to communicate
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better.
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Maybe the person they're living with
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doesn't communicate well, but we're going
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to be able to talk to those things in and
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out for a week, every week for four weeks.
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That's a really powerful minimum viable
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offer that allows them to take a
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significant step forward while not
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requiring an enormous amount of my time to
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help them through that process. Let's use a business example.
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Let's say you want to help people. with marketing.
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They're trying to get out there and get
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more leads and that's your expertise.
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That's what your podcast is about. Great.
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Now there's so many things you could do in
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marketing, right?
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You could spend five years with all your
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clients and prospects and never get
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through all the marketing stuff they could do. Pick out the thing that your audience
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needs the most help with.
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Maybe it's just identifying their avatar.
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Maybe it's clearly identifying what they
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deliver.
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Maybe it's something simple like, hey,
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just freaking get your LinkedIn profile,
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Facebook profile, Instagram profile,
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whatever.
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up to date and really able to convert.
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Whatever it is, what is the simple thing
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you could teach them really easily that
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allows them to take action and overcome
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some drains and doubts and fears of
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showing up like on LinkedIn the right way
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and actually get the real thing done that
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you can deliver really rapidly. So you can help them get to the answer
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really quickly and they can get traction
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really quickly. And then you've sold them something,
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right?
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They were able to jump in a scalable
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process, teach that in a group setting.
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If you can. And now you've got all these
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relationships, people who have paid you to
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show up and do the thing, teach them their
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stuff.
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And now you can work with those people
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even farther in the future.
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You have a lot of relationships. You already have acknowledged buyers who
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want your expertise and you know if you
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want to work with them or not. And you can offer the next step, whatever
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that is, a bigger group coaching program,
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a mastermind one-on-one done for you,
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whatever you want to do, right?
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It's a scalable way to monetize your
9:05
podcast audience.
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Okay. So. We have our three big areas, right?
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We covered two. The first one was what are the dreams,
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drains and doubts of your market?
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You've identified those. You've taken those dreams, drains and
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doubts now in phase number two, and you've
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built a minimum viable offer. Something very simple.
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You can help them accomplish that gets
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them very serious, good traction right
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away. It doesn't take a lot of your time or
9:27
effort to implement and get to them.
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That's the minimum viable offer.
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Now let's talk about how are we going to
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get that out there to them, right?
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How are they going to find out this is
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what's going on?
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This is the easiest part of this. You have a podcast.
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Oh my gosh. And you're probably launching it on
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YouTube and you're probably doing
9:47
something on LinkedIn with it. And you probably are putting something out
9:48
there on Instagram or Facebook.
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And you got all the places, right? Good for you.
9:53
Use those platforms. Don't reinvent the wheel.
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You already got something going, right? These people are already listening to you.
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If that's a hundred people, if it's a
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thousand people, it's a million people.
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They're already listening to you. You need to use the commercial spots that
10:04
you have on your existing show as promos.
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for your offer, all you gotta do is like
10:10
in the middle section of your podcast or
10:15
at the beginning or at the end, make a
10:15
real ask.
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It's okay. People want your advice.
10:22
That's why they're listening to you.
10:24
Step into that role, take it, be a
10:24
powerful person there.
10:27
They're asking you to lead. That's why they subscribe or download.
10:31
Make sure you step into that leadership
10:31
role for them.
10:34
All you're gonna do at the beginning, in
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the middle, or at the end, somewhere in
10:37
that process. you're going to simply stop and say, hey
10:38
folks, thanks for listening.
10:43
I know that y'all are all experiencing and
10:43
list out this dream, this drain, this
10:48
doubt. You're hoping to accomplish this freedom.
10:51
And here's the stuff that's keeping you from it. Drains and doubts.
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I get it. I hear it all the time. And so what I've done is I put together a
10:55
special group, a special process, a
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special place for you to hang out where we
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overcome those and name them by name,
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drains and doubts to accomplish, name it
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by name, the dream.
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I would love to talk more about that with you. If you're serious and then give them a
11:11
challenge. If you're serious about making a change,
11:13
if you're serious about accomplishing that
11:16
dream, if you're serious about getting off
11:16
the couch, getting off the fence, getting
11:20
off your butt, getting off of whatever and
11:20
actually getting somewhere with this thing
11:25
and being a person of power and of
11:25
influence and of life and of hope and of
11:29
freedom and of more money time, freedom,
11:29
relationships, whatever it is, name those
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dreams. If you're serious about getting those
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dreams, I wanna invite you to have a
11:37
conversation about this. Let's see if this is right for you and
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let's take the next step for you.
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You deserve this. You can do this now back to the show.
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That's simple. Obviously you'd want to mention in there,
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Hey, check out the show notes below.
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Check out our link. Here's where you can go. Here's our website, whatever you want to
11:52
put in there.
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Super simple. Let me roll through that script one more
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time. A little bit faster without all the
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explainers in there.
12:00
So before the show, middle of the show,
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after the show, put a commercial in there.
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A lot of people sell these commercials to
12:04
other people on your show.
12:07
Oh my gosh, you have a sellable commercial
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spot.
12:10
Use that. You're the one who needs that commercial
12:10
spot more than anybody else.
12:13
So let's do this. Here we are in the middle of the show.
12:16
I'm gonna give you the commercial more
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times, a little bit faster through.
12:19
Hey guys, let's take a quick break here.
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I know that so many of you are worried
12:21
about your relationships, your health,
12:25
your money, and you're trying to actually
12:25
reach those financial goals that you've
12:28
had, trying to reach the health goals
12:28
you've had, whatever it is.
12:31
I get it, but there are so many things
12:31
that distract us from that.
12:34
the drains and doubts in our life, the
12:34
economy, the other people in our life, the
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relationships, my internal fears.
12:40
When I was first figuring this out, I was
12:40
so scared of how to move forward in this,
12:43
but I figured out soaking you. So here's what I've done.
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I've put together a special group. We meet real time in person on zoom.
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I'm there with you and we're going to go
12:51
through a process with you to actually get
12:55
you in a place where you can win.
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You can overcome the drains, the doubts,
12:58
the time, the fear, the freedom, all the
13:01
stuff that you want. You can overcome the stuff that's in your
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way. You can get to the stuff you actually want
13:04
to accomplish.
13:06
I'm gonna walk you through that. Go to our website at www.
13:11
and have at it. Like I wanna talk to you, find a time on
13:12
the calendar that works and we'll spend a
13:16
couple of minutes together talking this
13:16
out.
13:18
You can do this. That's why you're here learning.
13:21
I know, I get it. I was in the same place.
13:24
Let me get you to the next step so you can
13:24
have what you've always wanted to have and
13:28
accomplish those goals and quit dealing.
13:31
with the drains and doubts, the fear, the
13:31
worry, the partner issues, the money
13:36
issues, the not having enough time issues.
13:38
Let's get you through that and get you
13:38
results.
13:41
That's what we're here to do. Go again to www.
13:46
and make sure you find a time on our
13:46
calendar.
13:48
Send me a quick note. Let me know you picked a time on the
13:49
calendar. Can't wait to talk to you.
13:51
Now back to the show. And that's it.
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A simple promo like that, that's very
13:54
connected to remember this.
13:59
The dreams, drains and doubts. That's all you're talking about.
14:02
The dreams, drains and doubts in your
14:02
promo and saying, I get you.
14:05
We have a spot for you. That's what we've created this.
14:08
I want to talk to you about that and then
14:08
give them a challenge.
14:10
If you're actually serious about taking
14:10
the next step and really changing your
14:14
life, this is for you.
14:16
That's what this is all about. You can do this.
14:18
So we're going to build the dreams, drains
14:18
and doubts, create your minimum viable
14:23
offer, and then create a simple promo for
14:23
this process and make the ask.
14:29
Okay. That's your homework.
14:31
Here's the risk of homework like this.
14:34
We learn a ton. We're like, Oh my gosh, that's so helpful.
14:37
Chris, thank you so much for doing this.
14:39
Here's the thing though. It's not helpful at all.
14:42
If you don't take action here at group
14:42
coach nation, we always say at the end of
14:45
our talks and I'll say it here, do work to
14:45
get results.
14:48
Do work, get results, do work, get
14:48
results.
14:51
I'm not a big fan of a hustle lifestyle,
14:51
working a ton of hours.
14:54
You don't have to do that. You can build something scalable and
14:55
simple.
14:57
But you gotta do the right work to get the
14:57
results.
15:00
So do the work and get the results.
15:05
If you enjoyed this episode, please visit
15:05
podprose.com slash 273.
15:09
Then share the link with one person that
15:09
you believe it would add value to.
15:13
Until next time, thank you for listening.
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