THE 30 DAY PODCAST PLAYBOOK

BY BETTERWEALTH

THE POINT OF PODCASTS

Podcasts have become a place where listeners go to gain knowledge and grow. For experts and industry leaders, podcasts offer a unique experience to provide valuable, in-depth information to their audience. Beyond short-form content like social media or blog posts, a podcast's long-form format allows you to cultivate a deeper relationship with your audience and grow your reach to new listeners at the same time.

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OVERVIEW 18 Step Checklist To Launch

1. Decide on Core Pillars 2. Choose show theme & style 3. Create a magnetic show title 4. Create podcast artwork that meets iTunes standards 5. Choose category and subcategory in iTunes 6. Create podcast description 7. Develop publishing schedule, creation schedule & launch date 8. Record Intro, Outro, and Trailer. (Problem, Show Solution) 9. Design cover album to correct standards 10.Edit trailer, intro and outro 11.Purchase podcast hosting and set up an account 1. Libsyn.com 2. Code LUIS 12.Install podcast hosting platform plugin on your blog 1. Spotify, Pandora, etc 13.Promote your launch (2-4 weeks before) 1. Draft announcement post, send emails to list, and announce to friends. 14.First 5-10 shows edited and assets produced 1. Show notes 2. Swipe emails for guests, your list + friends 3. Images/video clips 15.Podcast trailer + First 5 shows uploaded to hosting provider and scheduled 1. Upload audio + show notes 2. Make blog post on website 16.Validate your RSS Feed 1. castfeedvalidator.com 17.Submit shows to all possible platforms 18.Create promotional clips and continue to drip content leading up to launch 1. headliner.app for video clips 2. Canva.com for images 19.NOTIFY Friends and Family, biz colleagues, + fans/customers

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FOUNDATION

WHO IS YOUR AUDIENCE?

1. Who are you trying to help? (Give them a name, age, and overall description of the life they're living right now) 2. Who inspires your listeners? 3. Who/what is your listeners’ enemy? 4. Where do your listeners hang out online? 5. What is your listener afraid of?

WHAT RESULT WILL YOU HELP THEM ACHIEVE?

1. What specific goal will they be able to check off their list if you have done your job? 2. What timeframe will it take to achieve that goal? 3. How much effort / resources will be required to achieve that goal?

SHOW MISSION (DESCRIPTION):

● I help niche achieve (desired result) through (your unique method) . ● Ex. “I help entrepreneurs launch their podcast in 30 days through my step-by-step podcast playbook.”

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PILLAR #1 PODCAST GUESTING

1. THE INTERVIEW ○ Research Guests & Find Common Interests ○ Use Their Name ○ It's A Friendly Conversation - You're Trying To Get To Know How They Got There ○ No-Brainer Offer (to learn more about what you shared) 2. FINDING GUESTS ○ Ask your current relationships ■ "Hey! I'm looking to help people transform both their personal and career life. Do you know of any podcasters that cover this on their podcast? If so, could you let me know who? I'd love to hear their show and see if I can add value to what they have going on! Thanks so much!" ○ Reach out cold ■ Type in "podcasts for self development" or "business" ■ Search iTunes, Castbox, Stitcher, Listennotes, Podcastguests, Facebook Groups, and ASK your audience "Are there any podcasts you think I should be on? Could you introduce me to the host?" ■ Check the reviews ■ Check the website ■ Check how much they promote on social media (tags? engagement?) ■ Ask past guests about experience ■ Compile Email + Social Links 3. CREATE A ONE-SHEETER ○ Catchy Headline ○ Brief Bio ○ Talking Points (that you're an expert on) ○ Your Expertise As It Relates To Their Audience (add accomplishments and certs) ○ Your Podcast Info (Name, Logo, Subtitle, # of Downloads) ○ Testimonials ○ Links to Social (# of followers) ○ Email Address ○ Clear CTA 4. KNOW WHAT THEY WANT ○ Are they conversational?

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○ Does he like long answers? Does he interrupt? ○ How can I add value to the audience? 5. PITCHING THE HOST (20 pitches) ○ Give, give, give, give, pitch ■ Leave reviews ■ Tag them in posts ■ Start a conversation ○ Make pitch ■ Send video? ■ Intent: I want to provide massive value to your audience and make YOU look good ■ Exalpin what you bring to the table ■ Link to recent interviews ■ Mention something from their past episode ■ Include one-sheet ■ "Hi! My name is (name) and I've been really enjoying listening to your show and I'm fascinated by [compliment the show] you bring to every episode. Episode [#] specifically jumped out at me, I loved it! If you're looking for more guests, I would love the chance to be considered. [explain problem you solve]. ■ A few things I think your audience might find interesting are: ■ [Subject that fits their podcast and the problems their listeners would like solved, like 'Simple meditation techniques for business owners.'] ■ second idea ■ third idea ■ I've also recently been on the [BetterWealth podcast] Here's a link to the interview. [link] I've also attached my one-sheeter if you'd like some more info. ■ Kind regards, (name) ■ P.S. I've already shared episode [#: name] with my followers, it was well received! Would love to send more people your way with our interview!! ■ THE TALKING POINTS ■ Your Personal Story ■ Stories that Drive Home Points ■ Examples / Statistics ■ An Exercise For Listeners To Do ■ NO-BRAINER OFFER (request link in show notes) ○ POST-INTERVIEW ■ Write handwritten note

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■ Leave a review ■ Provide links for any books/resources you mention ■ Do a social media shoutout ■ Promote to your list ■ Share the blog post ■ Ask, "are there any other podcasters you can introduce me to?" ■ Send a follow up email ■ "Hey, I really enjoyed recording our interview! I greatly appreciate the work you put into the podcast so I look forward to sharing it with my audience when it's out  I left a 5-star review for you in iTunes too, and sent my followers on [PLATFORM] to check out your show! Before I forget, wanted to ask, do you know of any other podcasters looking for guests that you think I'd be a fit for? If so, I'd love an intro anytime! ■ Here's my intro to make it easy for you! [attach personal introduction] ■ Thanks so much!"

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PILLAR #2 THE GUEST SHARING FORMULA

FORMULA: EDIFICATION + AUTOMATION + RECIPROCATION

Questions:

1. What are they looking for right now? 2. What can you provide to help get them there faster, easier, cheaper? 3. How can we make them look good?

LOOK FOR OPPORTUNITIES TO INTERACT

1. WHEN YOU'RE TRAVELING 2. ON SOCIAL MEDIA 3. RECOMMENDING & SHARING THEIR CONTENT

HOW TO GET GUEST TO SHARE 1 -- Make Content For THEIR Platform --

● Blog - Make blog post ○ Transcription ○ Images ○ Embedded podcast audio ○ Simple Podcast Press ● Youtube ○ Thumbnail ○ Video ○ Captions ○ Logo + "As seen on" intro ○ Headliner.app ● Podcast ○ Highlights they can use ● Social Media ○ Quote cards ○ Video Clips ○ Descriptions ● Email List ○ Email Swipes (6 - for different occasions)

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2 -- WORK WITH ASSISTANT TO MAKE LIFE EASY

● Find out who their assistant is ● Get in touch ○ "Hey, if there's anything we can provide to make sharing the podcast easier, let me know! We're here to help!"

3 -- HELP THEM SELL THEIR PRODUCT

● Get affiliate link ● CTA in podcast

4 -- BUY THEIR BOOKS

● Make notes ● Recommend To Audience ● Give For FREE To Best Reviews

5 -- SUPPORT CHARITY OF THEIR CHOICE

● Add Donation Link ● Give Yourself

6 -- Push paid traffic to their episode

● Win-win

7 -- MAKE POWER CONNECTIONS FOR THEM

● Connect with someone that can help them reach any of their goals ● THEN Ask For The Share

8 -- DEMAND IT AHEAD OF TIME

● "Once the episode is published, we will send you a link with the images and graphics. In order to get your brand and name the maximum reach, we need your help by simply doing at least one of the following within 48-hours of the show publishing:

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○ Share the highlight on Instagram or Facebook ○ Share the swipe up story on your Instagram story ○ Mail out the swipe file (feel free to adapt it as you like) to your subscribers. ● We've included links to your products and the services you have mentioned and also listed out key takeaways that your audience will be interested in.

9 -- CREATE A GRAPHIC FOR YOUR GUEST

● Find out what kind of posts they ALREADY like to make ● Edify THEM ● Make them look good ● Give them one-click access to it. No upload or publish needed.

10 -- BUILD AN INFLUENCER KIT FOR GUEST & SEND IT TO THEM

● Before you launch your podcast (something they'll want to share) ○ Thank you note/post card ○ Your Book ○ T-Shirt ○ Something specific they mentioned on the interview

11 -- HAND OVER THE REIGNS (Guest plays larger part than just interview)

● Guest record a short intro video for podcast ○ Builds credibility and buy-in from guest ● Guest can record "takeover episode" ● Guest can sponsor the episode ○ "This episode is brought to you by today's guest, [NAME] and his/her new book [BOOK]... Be sure to check out the book on Amazon or see the link in the description for a sample chapter. (revealing..)

BONUS: GET THEIR AUDIENCE TO TELL YOU WHAT THEY WANT TO HEAR

● Go into their group and post about the upcoming interview. Ask what questions they want to hear the guest answer. ● Once the episode is published, you can go back and ask permission to POST THE LINK (or just send to ppl who respond)

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ACTION STEPS

1. Send to upcoming interviews ● "Hey, I really want to make this interview 10x valuable for you so I was curious to see if there's anything you've got coming up that you would like to share with my audience and talk about on the episode? We will make sure it's in the show notes so that when you share it the links are ready for people to utilize. Let me know how I can support what you're up to! 2. Find what platform they're active on 3. Ask for an address to send a handwritten card (will usually guilt them into sharing if they haven't already!) 4. Pre-write posts and ask for share ○ "Hey, our episode was published, I just posted it! If you would like to share the episode then feel free to just re-share my post to save you time!" 5. Send files using text, Whatsapp, or Telegram. Much easier to post from the phone.

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PILLAR #3 PAY TO PLAY

FORMULA Easy To Enter + Single Focus (iTunes) + High Value Prizes = MASSIVE LAUNCH

PAYING FOR PROMOTION

1.USE WHAT YOU HAVE

● "Go to iTunes and hit that subscribe button and review it. Then just leave the comment 'done' here on Instagram with the Apple ID Name you used to review it. I'll pick five winners." ● Emphasize FREE Podcast + FREE Prize ● Custom artwork with step-by-step instructions ○ Subscribe on iTunes ○ Comment on this Instagram post ● Consider a short video ○ 'Record It' app

2.ANNOUNCEMENT PROMO IN ADVANCE

● "Hey! I'm going to launch an exciting promotion next week. And you'll have the opportunity to win free prizes! Make sure you don't miss out by turning on your notifications for my Instagram this week so you can win [list prizes or keep in general]! -- Just go to [video screen share to turn on notifications] and you'll be good to go!"

3.FREE INFLUENCER CONTEST

● Giveaway for Influencer Audience ○ Someone you have a relationship with ○ Share-for-share

4.PAID PODCAST PROMO

○ Give 4 weeks per promo (for tracking) ● RESEARCH WHO & DECIDE ON FREE SWAP or PAID PLUG ● SET UP A CONTEST ○ FREE Gift (Digital or Physical) ○ Personal (Handwritten letter, video, poem, etc) ○ Tracking - k ingsumo.com ● MAKE SAMPLE SCRIPT

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○ "Hey listeners, Before we get into today's show, I want to let you in on something very cool that my friend (name) from “Transformation Hour Podcast” is doing right now until [END DATE]. (name) is going to be giving away... yes, giving away [PRIZES] to [NUMBER] lucky winners who subscribe or share the show. For details go to [URL] or just search the podPodcast Domination Show in your apple or android podcast app. I've already signed up for the contest and I hope you do, too! Now onto the show!" ● REACH OUT

5.AFFILIATE COMPETITION

● Ask affiliates to promote in exchange for FREE gift ○ Sponsorship, Interview, Cash, Free Products, etc. ○ BONUS - Award with incentives (30 Days) ○ "Hey! Hope you're doing awesome! I'm looking to 10x my podcast audience and I was going to put a bunch of money towards Facebook/IG Ads, but then I thought, 'Why not give that money to my friends instead and have some fun with this promotion, interview them and make it a win-win? -- It was a no-brainer... -- So, I wanted to ask if you had any open spots on your email promo calendar to send for the podcast and be a guest on soon? (cash prizes for top 3 with the most clicks to the podcast!) I'll be tracking using a bit.ly link. I'm going to be awarding [CASH PRIZES] for the top 3 people who send the most clicks to the show over a [#] day period!! You can post it in your IG profile, Facebook page, emails, etc. or wherever works best for you. -- Here's why I'm doing this... I'd rather give this money to you instead of Facebook (they have enough already!) and I've already written the swipes for the episodes I think your audience would LOVE [add their episode if you've interviewed them or offer to interview them]. Let me know if you would like to mail for the podcast!!!! (and be a guest soon!) Talk soon!" ○ Can be done AFTER the interview.

6.EVENT SPONSORSHIP

● Cross promote - Promote discounted event(s) on your podcast in exchange to promote your podcast live at the event. ● OR hold a meetup near the event to connect with like-minded podcasters

7.GIVE AWAY PHYSICAL PRODUCTS & PROMOTE IN LOCAL RELEVANT RETAILERS

● Branded with catchy phrase or quote

8.RUN SOCIAL MEDIA ADS

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● Leads - free download or giveaway ● Bonus - will entice sponsors once you're getting 3k+ listens per episode ○ FB, IG Youtube, iTunes Promotion, Spotify, Overcast, Listennotes.com, Pandora,

HIRE A VA Get these activities done each week for huge growth:

1. Create audio clips & share in FB, IG, Youtube 2. Research keywords, titles, competitors, guests and trending topics 3. Create email swipes for list & guest list 4. Contact all companies mentioned in episodes and share with them the link to the episode 5. Go into your podcast FB Group and share episode link, tag people and engage with comments 6. Reach out to podcasters and pitch them for an interview swap. 7. Reach out to blogs with similar content (create a list of blogs) and request interviews with them and/or request a guest post (VA write this) 8. Transcribe audio for Medium and LI posts 9. Surprise and delight listeners in FB group or who engage with podcast - send them a free gift on my behalf, free access to a course, free book, or personalized thank you video 10. Reddit & Quora posting: VA brings questions, I speak or write answer, and they are responsible for posting it 11. Optimize show notes for SEO ("The Podcast Marketing Bible") 12. Check Amazon best sellers list and ask authors who meet your criteria to be on the show. 13. Scrape iTunes and lis tennotes.com for emails in your niche to first review and then pitch to be on their show

BONUS TIP: Copy and paste the list above to use for job post description.

HIRE A GHOSTWRITER

1. Create a website for each episode + blog post + transcription 2. Find a model for your blog/website 3. Find blogs/websites you'll reach out to and share your written content 4. Find out what type of written content your audience would find most valuable (ask!)

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SUMMARY RECOMMENDATIONS (Pick One):

1. PROMO CONTEST 2. VA 3. PAID ADS

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PILLAR #4 SMALL PONDS, BIG FISH: GO FOR SMALL PODCAST DIRECTORIES

1.REACH OUT TO SMALL DIRECTORIES

● "Hey [Directory Name], I just launched my show called Transformation Hour. I just wanted to ask if there are any opportunities for promotion to get the word out about it. I'd be happy to showcase it on my social media accounts to make sure I send people your way. -- Love your platform, (name) ● Give them a shoutout on social media and tag them (or link logo on website) ○ Mention why you like them and why people should check them out ● Directories ○ Podbean ○ Listennotes ○ Spreaker ○ Castbox ○ Podknife ○ Overcast ○ RadioPublic ○ Podnews ○ Libsyn (promotes subscriber podcasts) ○ Women in Podcasting ● Ask ○ How can I get on the featured section? ○ How can I help promote you on my website? Do you have logos or subscriber links?

2.LEVERAGE NON-PODCAST PLATFORMS

● Same Script or Value + Link For More ○ Reddit ○ Quora ○ Youtube Channels ○ HARO ○ Facebook Groups ○ Pinterest ○ Niche websites (in industry) ○ LI Groups ○ Podcast websites

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PILLAR #5 BAKING SCALE INTO YOUR SHOW & DISTRIBUTION

1.THE TWO THINGS HUMANS LOVE HUMOR + CONTROVERSY

● WHY IT WORKS ● Naturally shareable + goes viral ● Entertaining + adds authority ● Love sharing stuff that'll make someone laugh. Small form of impact. ● It's addicting

*BIG QUESTION: HOW DO YOU MAKE YOUR AUDIENCE W ANT TO SHARE YOUR PODCAST WITH OTHERS?

2.BUILDING PROCESSES & SYSTEMS FOR GROWTH

1. REWARD FOR SHARING THE PODCAST ○ Give a 'Why - What - How - Thank You' 2. MAKE IT A MOVEMENT ○ CTA'S Before & After each episode ○ "Hey, I am taking this podcast to the top! We're going to impact 1 Million people, but to do that I need you to do one thing. Share it with a friend and subscribe if you haven't. Here's how you can share it. -- Via email -- On your facebook wall -- On your Instagram Story -- Through Text -- Through word of mouth -- When you do this, you're going to be impacting someone's life in a major way. PLUS, I'll shout you out and follow you  -- 3. USE EMOTIONS ○ Fear - Danger ○ Awe - How We Made 1Million ○ Anger - Towards Someone ○ Joy - Success Stories ○ Lust - Sex, money, success, love ○ Surprise - Controversy, Disagreement, Social 4. GIVE RESULTS ○ Give them the next steps ■ Give them action steps to apply the lessons in the podcast. ○ CTA to share and subscribe if they don't want to miss the next episode ■ Share the show, and tell them HOW to do that on different platforms

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■ Ask for a small commitment, "mention it to ONE friend, and send them a link to an episode." ○ Use FOMO - Make them feel like they'll miss out ○ Give reward. I'll repost your post. or you'll get access to my winning email template. ○ Use testimonials. Ask for testimonials and tell them they can be featured or even get their own interview. 5. BUILD A FEEDBACK MECHANISM ○ Make your show interactive ■ Ask me anything / Q&A ■ Facebook live ■ Answer comments in a new episode ○ Ways to get feedback: ■ Get people to email you ■ Create a Facebook group ■ Use SpeakPipe ■ Get people to tag on Social ■ Get people to contact Google Voice number ■ Survey them (Typeform or Google Forms) 6. BUILD A REPURPOSING SYSTEM (At least 4 of the following - from at least 2 categories) ○ Written ■ Transcript ■ Blog post ■ Infographic ■ FB/IG Captions ■ Image quote ■ Email ■ LI Post ■ Quora/Reddit Answers ○ Video ■ Youtube ■ Facebook ■ Instagram TV ■ 60-second Instagram ■ Swipe up IG Story ■ Snapchat ○ Audio ■ Amazon Alex flash briefings ■ Mini snippets for blog posts ○ Physical ■ Shirts with quotes ■ Hats

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■ Hoodies ■ Key Chains ■ Other Branded Merch

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BONUS RESOURCES

1. Manychat.com ○ Build facebook messenger list & promote in one platform 2. Repurpose.io ○ Repurpose content on multiple social media channels 3. Prettylinks.com ○ Make your links look pretty 4. Hunter.io ○ Track contact info for guests 5. KingSumo.com ○ Run Contests & Track Link Clicks 6. Textiful.com ○ Any offers or lead magnets 7. playpodca.st ○ Customizes Apple & Android podcast link automatically 8. Tapeacall.com ○ Record podcast episodes 9. be.live ○ Facebook Lives & IG Stories - Record & Download 10. clicktotweet.com ○ One-click quote from your show - Twitter 11. Repurposehouse.com ○ Done For You - Tell Shaina "Luis sent you" 12. SimplePodcastPress.com ○ Capture emails, track reviews, and look AMAZING. And automate blog. 13. 5 Reasonsitmightbetimetostartapodcast.com ○ 5 Reasons You Should Start A Podcast.

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