Get Free Leads from Other People’s Podcasts with Justin Cross

And we run a survey in there occasionally about what's the biggest problem you have or what's the biggest pain point you have in using podcasts to build your business.

And that is by far the number one thing is I'm on podcasts, but nothing works.

happens.

Like I don't get leads.

I don't get traffic.

I don't know what's wrong.

So why don't we start there? If you were to pinpoint probably the first or biggest problem that people are running into this, preventing them from generating those leads, what would you say it is?

Sure.

I would say one of the first big things is going to be Have you taken the time to craft two or three polarizing messages or media hooks that get people to listen in the first place to what it is where they can lean in to your topic and understand why there's a sense of urgency about hearing what it is that you're even going to be talking about? And then do you have a defensible polarizing position that helps them understand what makes it unique or different or timely right now for them to listen to? And then also, is it something that you're excited about that you know through the transformations that you've made through the years you've been in your business? Are you able to convey that in a way that's exciting, right? And that holds their attention long enough for them to immerse and get excited about what you're talking about.

And so that would be like the first step.

The first order of business is like, I kind of say about my clients, I want you to be

in a situation where you can't shut up about your business

because you're like emotionally vested in the clarity that you have around any stage, any time.

There's these two or three statements that you can open up with that are intriguing, that people lean in and want to know what you're talking about as it relates to your expertise.

I like the way you put that, actually polarizing that word.

Often people will say, even us, typically will say you need a unique message, something different, something new.

Polarizing isn't a word that we often use, but I think it's really accurate.

I think that works.

First of all, I think when people hear polarizing, the first thing that pops in their mind is that, oh, well, I don't want to make people angry.

I don't want to attract negative attention.

I don't want to ruffle feathers or whatever.

So polarizing seems like it might do that.

Is that a good thing or a bad thing?

Sure.

I think that the focus has to be on, is it something that's going to create some measure of urgency? Because if you just think about how busy someone is, maybe putting it a different way would be like if someone's already really busy and trying to determine if they're going to pick you as a realtor or pick you as someone to help them with digital marketing or pick you to help them pick their new insurance.