Could this be the most-overlooked, underutilized method you can use to Get Clients Now and create explosive growth in your business? How Kelly Glover of The Talent Squad is transforming businesses overnight and making their owners rich!
By being booked on a single or multiple podcasts you can reach new, highly engaged audiences and generate who amounts of targeted traffic to your website.
Additionally, being a podcast guest increases trust in your personal brand, helps you get clients now and can transform your business.
On today’s episode, Kelly Glover, CEO of The Talent Squad reveals her Top-5 strategies for getting booked as the featured guest on top-ranked podcasts so you can get clients now and explode your business!
Ken Newhouse (00:00:00):
Hey everybody. Ken Newhouse here from KenNewhouse.com and I’m going to welcome you back to the get clients now podcast where the one size fits all marketing model is dumb. The client-centric business model is King, more top business owners and professionals. Sure how to take action, achieve and win so you can build your tribe with certainty.
Now I want to remind you that MailChimp is now supporting the get clients now podcast. With MailChimp. You’ll find all your marketing needs in one place and your audience data, marketing channels and insights together so you can reach your goals faster.
With MailChimp, you can promote your business across email, social landing pages, postcards, and more all from a single platform. Today’s episode number 338 of the get clients now podcast. And our topic today is literally one of my favorite methods that get you clients that I’ve ever discovered.
Ken Newhouse (00:00:40):
Now over the next two episodes, I’m gonna be talking with Kelly Glover and Kelly is the CEO and founder of the talent squad. Kelly’s gonna actually be showing us the step-by-step method for how to become a feature guest.
On top rated podcasts and when you can become the featured guest on a top rated podcast, you can share your story with literally thousands and thousands, sometimes hundreds of thousands of prospects, basically free, 100% free.
So without question, this is an enormously important and powerful strategy you can use to get clients now.
And for the time being, I think it’s still vastly under utilized by most, if not all of your competitors. Now this is one of those weird instances where I’ve got the benefit of actually looking at this from both sides of the fence.
So think about this, having a top rated podcast of my own, I get like a half dozen or more emails every week from promoters.
Ken Newhouse (00:01:23):
Do you want to pitch me on the idea of having their, you know, quote unquote guest expert, their author, celebrity, whatever on my show. And the reason I’m getting so many requests each week is that these promoters know that when they can get people they represent on my show and get them on other shows as well, their client is going to get a huge amount of [inaudible] free exposure.
Nothing about this. This is not simply exposure to the enormous fan base. We’ve got the get clients now nation that these people are getting exposure to.
The fact that I’m having them as a guest on my show. This is important. Pay attention is an implied endorsement by me which gives the guests instant credibility with my fans, my followers, members and clients. Now I want you to think about this for a moment because this can be huge for you.
Ken Newhouse (00:02:01):
Me and every other successful podcaster. He’s extremely particular about who we have on our show and we do that for a couple of reasons.
Number one, any guest that I have on my show is a direct reflection on me, so when I have celebrities, bestselling authors, a high six figure and seven figure clients on the show and they’re revealing high level methods that get you clients, that benefits you and your business and over time you realize that I’m a trusted authority who can help you get more clients and make your business more profitable.
Number two: The other reason podcast hosts are extremely, extremely guarded about who they let on their shows because the guest’s reputation passes on to us. So just as a well-known, respected authorities reputation is consistent with the reputation I have for being a well-known and respected podcast host and business owner.
Ken Newhouse (00:02:42):
If I had a guest on my podcast or for that matter, anyone has a guest on their podcast and the guest turns out to be like an ax murder like Jason from Friday the 13th now I never saw that movie, but everybody knows who Jason is, I guess from Friday the 13th unless I’ve confused him with some other ax-murderer or whatever.
So if you have someone on your show and turn out to be like an ax murderer or they’re on the run or they’ve got a really bad reputation or whatever, that can seriously damage even kill you and your show’s reputation. You know, I don’t say this often to the fans, but I tell every single guest when I’m doing the pre-show interview call that they have to bring huge value to the get clients. Now nation, they have to deliver high level methods to get you clients and they’re never allowed to come on the show.
Ken Newhouse (00:03:21):
So they can simply pitch their products, their services, or their books. Listen, if they qualify to be a guest, I’ll do the heavy lifting for them. I’ll recommend what they’re selling. And from time to time, as you guys know, I’ll even guarantee someone’s book or training because it’s that good. Now, I can also look at this opportunity from your side of the fence because there are podcasts that when I actually have the time I’d like to be on and I’d like to be on those shows because I know, I know that I’m gonna get exposure to a massive new and often rabid audience. And as I just mentioned, the fact that the host has invited me on his or her show, it’s an implied endorsement of me and what I do, which is an incredibly powerful form of social proof. So thinking about this, the guest doesn’t even have to recommend that the audience follow up with me.
Ken Newhouse (00:04:01):
Go to my website, purchase what I have to offer, listen to my podcast, nothing. The fact that I am on their show is an implied endorsement and a very powerful form of social proof. Now as I mentioned at the outset of today’s episode, being a guest on a top rated podcast is one of the best, most effective methods that gets you clients that few. And in most cases, none of your competitors are using, which in my estimation is insane. Listen, each time I’ve been a guest on someone else’s podcast, we get a ton of new opt-ins on Ken newhouse.com and so when I’m getting ready to do a new online training or hosted live event, one of my strategies is this. I’m gonna make my rounds as a guest on several top ranked podcast and when I can do that, it’s like getting tens if not hundreds of thousands of dollars in free advertising for my business.
Ken Newhouse (00:04:43):
Guys, listen, this is a home run. This is something you can do because virtually none of the competition, I would venture to say for 90% of the people listening to this show, there’s a high likelihood that none of your competitors are utilizing this strategy. I know 10% of you guys that are my clients and members, I know you’ve got very successful businesses, so I know you’re competing against some very big time players, some super heavy hitters, but still this is a method. This is a strategy that you want to take advantage of. Now, don’t take my word for it. Listen to what Phil Singleton, who was recently featured on the Clickfunnels™ podcast (hosted by Dave Woodward), had to say about being a guest on multiple podcasts, how that exploded his business and how it can explode your business as well.
Dave Woodward (00:05:18):
Obviously you’ve got the ton of credibility where it’ll pull something off of John, which is a pretty fantastic excited for that. But if you don’t mind still, I’d really like to dive into is this whole concept of SEO for podcasting. Is that right? If you just jump right into that.
Phil Singleton (00:05:30):
Yeah. Um, cause it’s really changed my business this year. I mean I’ve been doing this, we’re talking calm in the green room before the show. How excited I’ve been about, um, about podcasting and the benefits that it’s going to bring into my business. It’s really kinda changed the way we’re even delivering our services and products to our digital marketing customers. Um, and when I think of the benefits of SEO for podcasting, I’m really in some sense thinking about guesting to some degree. Now, there are definitely some benefits to having, um, your own podcast and hosting it. And once you kind of hear me talk through this a little bit, you’ll realize why I’m kicking myself for starting my own podcast now. And not, not 40 or 50. I’ve been on about 40 or 50 shows right now and I’m going to, I’ll jump into that. Right now I’ve been on 40 or 50 shows.
Phil Singleton (00:06:10):
I’ve been able to access, and this is getting through a guesting program. I’m the guest on somebody else’s podcast, and we do that through outreach. And again, we step back and do this and we’ve got a strategy behind it. But if you think of the 40 plus, it’s probably closer to 50 shows that I’ve been on this year. I’ve been able to access other people’s audiences. They trust you, they listen to you, but they’re also podcast consumers. So if I would’ve had my own podcast like I do now at the end of the show, I’m able to drive people to that, to that podcast. I could probably have my own base of a thousands of listeners just by leveraging the people that I’d had. So I’ve not had a huge missed opportunity of not having my own podcast early on, but what’s drawn me into podcasting for SEO, and the reason I start in the first place was I really was trying to find a way to see if I could get an organically earned backlink on a high authority website.
Ken Newhouse (00:06:53):
So that’s what Kelly’s gonna talk about and show us how to do over the next two episodes. One of the things that our company, the talent squad does does it helps get clients booked on top ring podcasts. Now in addition to that, they do a lot, lot more to help their clients, like number one, helping them create an effective media kit. They also coach and help their clients on their presentation style and help them create [inaudible], what’s known as a signature presentation that they can use over and over and over again on the different shows that they go on. Now let me just say this, I want to qualify something. I will say this quickly. You do not want to deliver your presentation, your signature presentation verbatim. Every time you go on a show. So you want to do this. When I say you can use this over and over and over again, you don’t want to do the exact same presentation, right?
Ken Newhouse (00:07:28):
That would literally kill your chances of getting booked on other shows. If you develop a reputation for being the same cookie cutter presentation on every podcast, you’re going to have a short history. You’re going to have a short career being a guest on podcasts, but once you create a signature presentation, you’re going to be able to then create variations of that and that’s what Kelly can help you do. So as an example, you’ll have different versions that are the same length but to also be able to create versions that you can use on say 2030 45 even 60 minute interviews and so you have to have variations of your signature presentation but make no mistake about it. This is an incredibly powerful, often under utilized strategy that if you’ll actually listen to what Kelly has to say, if you’ll put it into play, you’ll be able to get yourself booked on some shows.
Ken Newhouse (00:08:09):
You’re going to get tons of new business quickly, and like I said before, it’s essentially free, right? Let’s go and take a look at Kelly’s bio and then once I complete her introduction, well go ahead and welcome Kelly and on the show. Kelly Glover books podcast tours for entrepreneurs so they can build brand equity as the founder of the talent squad, Kelly is driven by the core belief that your personal brand is your most valuable asset.
That’s absolutely 100% true. By the way, Kelly is a natural energizers. You’re about to find out obsessed with booking podcast interviews for her clients, enabling them to deliver incredible value to audiences, build relationships with hosts, and increased credibility, authority, visibility, and influence. And Oh, by the way, make a lot more money. In 2007 Kelly released her first podcast, but it wasn’t until 2014 but she finally made the transition from commercial radio to podcast guest booking agent. Then in 2017 Kelly was faced with a Jerry McGuire moment and with just a single client and one team member launched her podcast, guest booking agency, the talent squad. All right. So that’s a wrap on Kelly’s bio. If you guys are ready. Let’s roll.
Ken Newhouse (00:09:11):
All right. I’m gonna go out and welcome Kelly Glover to the clients. Now show guys on behalf of myself and to get clients down nation. Kelly, I’ve already covered your bio. It’s a rock star bio, but one I’ll go ahead and walk me to the show. Thanks for being here.
Kelly Glover (00:09:21):
Thank you. It’s an absolute pleasure to be here. Thank you so much for having me on the show.
Ken Newhouse (00:09:26):
And guys, just real quick, if you Google her name, uh, I Googled her name and Kelly and I actually just talked about this a second ago, but tragically, thankfully on one hand when I Googled Kelly’s name, um, a young lady actually from Utah, uh, had been on a business trip in Florida with the exact same name, Kelly Glover, and she was found deceased in a Lake close to where she was staying in Florida. And so I thought I’ve lost the podcast guest first time. Um, thankfully that’s not the case. So if you end up Googling, be sure to check the links. Kelly, your website is the talent squad.com. Is that correct? Yes, that’s correct. And we’ll give the, um, the link to that in the show notes as well. But if you guys for some reason Google her name, just realize that she’s not the one who was unfortunately deceased. So give me a little backstory about yourself.
Kelly Glover (00:10:07):
I am the one who, however lost 200 pounds. So when you said I’ve been Googling you, I thought that’s what you’re going to say because I went viral for that a while ago. Um,
Ken Newhouse (00:10:16):
well congratulate. Congratulations.
Kelly Glover (00:10:17):
Thank you. I’m here to talk about the towel squad though. So that’s a podcast guest booking agency and we booked podcast tours for entrepreneurs. I’ve got a background in commercial radio. I was a radio announcer, hosted the love song dedication show, and then got into podcasting in 2007 and have been guest booking for about six years and have opened my own agency. So that’s been running for three years.
Ken Newhouse (00:10:38):
Sweet. So tell me what brought you to the United States from, from Australia. You’re in Sydney right now, correct?
Kelly Glover (00:10:43):
I’m in Sydney right now. Going back to Los Angeles. I come home for the summer. Um, I skip out. I know that you’re into skiing, but I’m terrible with snow being Australian. Obviously with the caucus crocodile, I will poke a shark in the eye as soon as it comes to snow. Um, the Darwin awards and I have no idea what to do. Um, but I’m about to say I actually went to college in Ohio, so talking about going to the States, I was there from 2000, so I’ve been back and forth for 20 years. So yeah, I graduated from school in Ohio, interned in Los Angeles for Miramax and was a red carpet entertainment reporter doing celebrity interviews. So that’s originally how I went to the States.
Ken Newhouse (00:11:22):
Sweet. So what, um, what, what was the Genesis of losing the 200 pounds? I mean, I actually probably back when I was in high school, I actually was in high school. I lost 60 pounds. Um, and my son just lost 40 pounds, but I’m 200 pounds is, that’s, that’s like losing a full sized man, adult. So how did you do that? That’s awesome.
Kelly Glover (00:11:41):
I was a plus size blogger, I had a blog code, big coffee love, and I just got to the point where I’m like, you know what? I’ve tried to lose weight my whole life. I’d lose 40 pounds, I’d lose 60 pounds, I’d be fine. And then I put it on and get bigger and bigger, bigger and bigger. And I got to the point where I’m like, this is just hard to breathe. It’s hard to get around. I’m going to drop dead anytime. So I got vertical gastric sleeve, which is weight, weight loss surgery, and it was, I’ve just had my three year, we call it surge aversary and so, and I’ve maintained my weight for a full year within five pounds. That was a really big deal. And it’s not only changed the health of my life, it’s changed my mindset and my entrepreneurial journey as well. So I don’t think that it’s a coincidence that our open my own business in the same year that I got the weight loss surgery and that’s helped. Longevity.
Ken Newhouse (00:12:28):
Well good for you. I’m sure you feel just worlds better not carrying around that extra weight as you were before. I’m sure you just feel vibrant and energetic and alive. Like totally alive.
Kelly Glover (00:12:38):
Yeah, I do. It’s amazing.
Ken Newhouse (00:12:40):
So what time, what time of the day is it over there? I don’t, I don’t even know. Is it like in the middle of the night?
Kelly Glover (00:12:44):
No, it’s a Saturday. So I’m a day ahead. It’s Saturday morning at six 44 I’ve already done one podcast interview and I’ve been up since three 30 so
Ken Newhouse (00:12:53):
Flintstones, Hey the Flintstones come on. And the Jetsons. Follow that. You know the Flintstones are obvious [inaudible]
Kelly Glover (00:12:57):
yeah, yeah, yeah.
Ken Newhouse (00:12:58):
They start at seven. So we’re going to have to rush through this. Oh wait, that’s for me tomorrow. Okay. So anyway, so let’s do this, cause I always have two questions that I’d like to ask my guests. The first question is, you kind of talked about it a little bit, but what really was the Genesis for you wanting to, to start the talent squad? I know you have a background and you have a history in the entertainment industry, but what was it that really got you to say, cause my podcasts are really exploding and podcasters, having your own podcast or being on a pad, being on someone else’s podcast is a really big deal. It’s a great opportunity to grow your business, but take a minute or two and just give us a little backstory. It’s like what really was the Genesis for that?
Kelly Glover (00:13:31):
There were two. The first moment was when I moved back to Los Angeles and I’d been in radio and was trying to get a job in radio and with this accent I couldn’t and that’s how I got into podcasting. So I worked for another agency and then I had a Jerry McGuire moment with that agency, took this stuff in house, the producing company that I was working for doing network shows. The contract ended and I went, you know what? I just need to go out on my own. I know how to do the thing. So I had a Jerry McGuire moment. I had one client, I had one staff member and I started my own agency.
Ken Newhouse (00:14:01):
And you’ve never looked back cause you’ve [inaudible]
Kelly Glover (00:14:03):
no, I haven’t looked back.
Ken Newhouse (00:14:04):
Do you have two locations or just the one? Cause I was confused what I saw. I’m not sure if I saw, do you have to like one in LA one New York city or just LA?
Kelly Glover (00:14:10):
Yeah, so we’re remote and I split my time between Sydney, Los Angeles and New York. We find that a lot of our clients, um, have LA, a lot of the shows in LA record live and in person. So since I’ve lived in New York and LA, I split my time between, they say it’s tri coastal. I don’t know about that. That seems to be a far fish to me. But yeah. Hmm. That’s why I’m traveling. It is with being remote though. I find it to be, I find it to be framed because I don’t have to be locked down and I can go and you know, my clients got a book launch and I’m going to be there for the book launch and there’s different conferences and I have the ability to be there. So I’m not locked into nine to five Monday to Friday working in an office. If I want, I as soon as I open my laptop, I’m working and if that needs to be at three 30 in the morning, great. I will do that. So
Ken Newhouse (00:14:55):
that’s one of the things that I love about not practicing anymore. I practice chiropractic for 17 years. But um, that’s one of the things that I really enjoy about what I do. Not because I liked traveling to see clients cause I have a very small select group of high value clients. But I travel around the country with my 15 year old daughter. She’ll be 16 in March. She plays club soccer and also high school soccer. So we’re traveling mostly with club soccer. We travel high school is usually just re, you know, she’s only a freshman, she’ll be a softball. She’s a sophomore now. But for the club soccer we’re traveling like all over the place all the time. It is nonstop, never-ending. And I couldn’t do that if I was in practice. So there’s no way I could leave my office, even with the associate doctors that I had working for me and with me, I just couldn’t up and leave my patients. So now that, uh, now that I do this, I’ve been doing this for quite awhile. The freedom that I have doing this is, um, you know, sometimes if I wanted to work in shorts, I’m not, I mean I wear jeans or whatever else I want it. So I’m not limited to anything but the, you know, this type of lifestyle is, uh, certainly not for everyone, but for the people who are doing it and most of them really, really love it.
Kelly Glover (00:15:50):
Absolutely. Yeah. And I feel the same because I’ve got a niece and nephew in Australia and they’re both under 10 and I’m not missing out on that. And their school holidays are at the end of the year. So I come home but I don’t stop my work. I just change the hours of my work and I, I’ve discovered that I love getting up at three 30 because my prime productivity is in the morning. So other people’s might be at two o’clock but my brain is already finished by then and I’ve got staff members who love working at 2:00 AM. So for you to be at your best and for me to be at my best, it’s not at the same time. And if you want to open your laptop and visit your niece and nephew in London, you should be able to do that while still working. So I believe in prime productivity and being where you are the most because if you’re able to go to that soccer game and open your laptop when you want and get your work done at 2:00 AM why should I stop you? If you’re still doing the job and loving what you’re doing, you’re going to be wanting to do that job longer than if you have to show up at nine to five and go to tons of meetings and your brain’s already clocked out and you’re just looking at the clock till you can leave.
Ken Newhouse (00:16:43):
Well that would be a nightmare. Having to go to tons of meetings. That whole lifestyle just frightens me. I just, that would be like a total nightmare if I was in the corporate world having to just be confined like that. But having said that one, the last question I want to ask before we kind of get into the front of the show today, I asked this to everyone of my guests, is there an individual, a circumstance, a situation that occurred in your life that really inspired you or taught you the most about what it is that you’re doing or kind of gave you that, that, uh, like inspiration, like I said, or kind of moved you in the direction where you’re going now, is there one person where you could say, that person really made the biggest difference for me? And it doesn’t have to be professionally. Some people say, you know, my dad really encouraged me when I was growing up, told me I could do anything I wanted to do. Another person would say like metal Dan Kennedy, you know, sat down and taught me and told me, Hey, you really can’t do something with this. So it really doesn’t, could be a school teacher, it doesn’t matter.
Kelly Glover (00:17:30):
Was two and one was, I grew, I was in high school in the 90s and that’s when all the talk shows were around the Ricky Lake, the Sally Jesse Raphael filled on hue, Oprah Winfrey. And I knew I always wanted to do the talk show type topic, but I knew I was never going to be Oprah or a celebrity. So that’s why I got into radio. So I think that has been extremely, it just so happened that podcast weren’t invented at that time. I got myself into radio. So that’s something that was influential and I was aiming towards, even though it hadn’t been invented yet. And the other I would say was the four hour workweek by Tim Ferriss. I picked that book up from the store when it first came out. I had no idea who he was, didn’t know what it was, read the book and went, this is ridiculous.
Kelly Glover (00:18:09):
Who’s doing this? This doesn’t apply to me. I’m finding it very, Mmm, uh, inspirational, but it’s got nothing to do with me. And then about 10 years later, I went, you know what? Everything that he said in that book I’m doing. So sometimes you don’t know who influences you until it’s in retrospect. So I guess, and I’m not saying I did that because of that book, but it’s something that I realized that, Oh wow, I’m doing that. That was possible. There was a reason for getting that book. And do you look at it and you’ve applied something that you didn’t think was a political bull to you or even possible? It seems so ridiculous to me. So I would say those were the two things. And you know what? I don’t know any of those people. They’ll never know me and they’ll never know what influence they’ve had on my life. And I think that’s the key to podcasting. [inaudible] anyone’s life you will influence people you never meet and that you’ll never know how you’ve changed their life.
Ken Newhouse (00:18:55):
Absolutely. That’s just life in general. But especially with podcasts because of the reach that we have. Now let’s talk about podcasts because I have one of the um, brings to mind one of the things, I just got an email from a gal at LinkedIn and she said, I’d like you to contribute, get your thoughts on this particular article that I wrote. Um, I want you to comment on it. It’s about the growth of podcasting and the potential for podcasting. And I just quickly did some research and what I found is that over year over date from last year, podcasting has increased over 26% for biz, for small businesses and professionals, things like that. And so, and the audiences for podcasting has literally doubled like over the last couple of years, multiple times. And so more and more and more people are listening to podcasting. And so I want to get your take on a couple different questions.
Ken Newhouse (00:19:35):
The first question is why do you think so many people listen to podcasts? And then the second question would be why do you think so many people are actually, and it’s still even with all the people starting their own podcast, most of the people I also read don’t do more than like six shows total before they just bail. Or maybe they do like a show every month or two. So it’s not really like there’s, yeah, it’s not like, I guess that’s what you call it, but I, there’s not a, not like there’s a whole lot of competition, even though there’s a bazillion people doing it now. The opportunities for people to do a podcast or to be on a podcast to grow your business are enormous. So talk about those first two if you can remember after that long winded a tie drive I just gave
Kelly Glover (00:20:11):
people like podcasting because it’s personal, there’s so much content out there. Everyone has access to creating their own. The barrier to entry is low. It’s no longer just looking at the hand selected people that have PR agencies or access to all the TV shows. So the content is now niche and we’re able to go after something. If we care about escalators, we can listen to a podcast about escalators by someone who’s an expert in their fields. So I think it’s access to media, but also it’s you get 30 to 60 minutes with someone in your ears. So you get to hear if you can keep us someone’s voice. Do you trust them? Do you like them? Do they know what they’re talking about? Are they speaking? Are they speaking slow? What words are they using? So the transparence of the personal brand is completely different than if you were to read a blog post, in which case you may just read some headlines, you might get an idea of their language, but it’s not the same as having podcasts are one-on-one medium.
Kelly Glover (00:21:03):
The Inyo is, and it’s a good amount of time with the person. So I think people like that authentic connection, even though, and it’s like listening into a conversation, so you can’t necessarily get that reading a post. You can watching a video. But we’re finding that people have the captions on the video and also they’re not watching the video. They’re listening to the video, right? So if you think about all the way going back through history and civilization, it’s storytelling. People love listening to other people telling stories, and that’s what podcasting is. If you think about it as a medium and a way to deliver a message, rather than here’s the show, here’s the audience, here’s the downloads. It will change the way you think about podcasting and how you were saying apply it to your business because it’s not necessarily about, here’s the show, here’s the interview, here’s the audience, here’s the download, here’s the sales.
Kelly Glover (00:21:50):
You can use it. Two may people for high end networking to highlight your clients to do a case study. There’s so many ways you can use podcasting as a medium in your business and then to get that information out there and then, and then extracted again. So you pull the transcript, you make the blog post from it, you make the video from it, you pull the quote from it, you put it over a graphic. That one piece of 30 minute to 60 minute content now becomes 30 different things. Or you put it on your email signature and here’s the show or you use it for your FAQ, here’s a client case study and then you can send that out. So it’s answering questions in advance and people expediting the know, like, and trust factor. So it skips ahead five steps. So I know I just said a bazillion things, but those are examples of all of the things that podcasting can do in your business and in your relationships with people.
Ken Newhouse (00:22:39):
Yeah. The nice thing about podcasting, like right now we’re recording on zoom. I’m recording on my, you know, on Adobe, um, on, on my end as well. Cause I like my voice to be more clear. But having said that, I’m capturing audio, I’m capturing video. So this is going to go on our YouTube channel. This is also gonna go on the podcast channel. And then not only is this going to be on get clients now, but I’m going to take this and put it on dotcom. Dennis, that’s a brand new podcast that I started. Um, wow. It was really, it’s really shocking for you to say this quickly. I looked at my stats for um, for that show this morning and I was just, it was frightening because there weren’t anybody, there weren’t very many people downloading my show and I’m a contributor for Dentaltown, so I’m used to thousands and thousands of people for this podcast and I look at that one and it’s like, Hey, wait a minute. You’re actually doing way better than you did with the get clients now podcast when you first started. I mean like it’s light years ahead of the other one, and I have an unfair advantage being a contributor for dental town because that’s, it’s a show for dentists, people whose people who sell to dentists and dental town is the platform, the largest in the world for dentists talking
Kelly Glover (00:23:32):
about niche podcasts. There are, we’ve had clients in that realm before. There are a lot of dental podcasts more than people think. And I think that’s the shocking thing about podcasting is people don’t realize how many shows there are in specific niche niches and you don’t need a million downloads. You just need 500 a thousand dentists that are your ideal client that will make a different in your life and your business.
Ken Newhouse (00:23:51):
Okay, so speaking of dentists, let’s just talk about that for just a second. So let’s say that a dentist who is in a local area got his local market he’s considering or she’s considering doing a podcast, obviously most of his competition or her competition isn’t going to be doing anything like that remotely like that. I think it’s a great opportunity and I want, there’s a, there’s a thing that happens in dentistry with patients, it’s called dental fear. And about a third of the patients that go to a dentist, especially if it’s a new dentist, are terrified the thought of somebody probing around in their mouth or needles or tools or grinding or you know, all that. People are literally terrified by that. And so for me, one of the things that I teach our clients is, Hey, put some videos on your website. Not just sales promotional videos, but videos where you’re just in a casual conversation talking about like why you became a dentist, what you love about being a dentist, things like that so people can see you so they can feel like they know and they can trust you more. And if you have your own podcast, I think that’s a phenomenal way. Give me your thoughts on that. They actually not only make a footprint or make a Mark in the community, but let people kind of see and feel you and kind of handle you and see if they would feel comfortable with you prior to actually going into your, your practice. What are your thoughts on that?
Kelly Glover (00:24:56):
Well, I think dentistry is a prime example of a commoditized market where the person is the differentiator. So you’re then looking at a personally branded business and that goes back to your personal branding and a podcast as a way of carrying that message. So it’s how you look, how you act, what you say, what you stand for, who you associate with. Um, are you resonating or are you disconnecting? I you, you know, are you a picture of a tooth or are you a real person? That’s a dad that goes to the soccer game. And if your kid comes in here, they’re not going to be terrified that I’ve got a drill in my hand and I’m going to scare them to death. Um, you know, and it’s also having that clear messaging and the differentiation as opposed to being generic. So yes, podcasting is a platform where you can get it out there and it doesn’t necessarily how to, how to save decay in your tooth.
Kelly Glover (00:25:38):
Maybe it’s a story from tell me who lives in your neighborhood and he lost his tooth and brought it into the dentist or got it taken out at the dentist and then the tooth very got it. And it got five bucks in from the tooth fairy. So it can, doesn’t have to be technical and stories. It doesn’t have to be technical scientific about the practice. It can be stories about the people that come to the practice or the people that provide the practice. So it could be two ways. So yeah, here’s the dentist in the backstory and what they do, but also he’s the patients and he’s fine. And you can be too. Maybe it’s, maybe it’s a tour, maybe it’s a, here’s the thing, here’s what happens. Yup. He’s the mom. Your mom’s gonna sit there. By the way, you get an awesome, every time I go to the dentist recently they have those cool glasses.
Ken Newhouse (00:26:18):
Kelly Glover (00:26:19):
So that’s something different. And kids like that stuff and you know, and there’s the TV and whatever it is, whatever is different or what to expect in your practice. The people can see in advance of when they come through the door, you’re taking that fear away.
Ken Newhouse (00:26:30):
Plus you could interview, the dentists could interview their staff so people could get to know their staff. I mean, there’s just an endless variety of that. And that goes with any business. Now, you just mentioned something that’s really not on topic, but I want to talk about it because I’m doing a series on it and I’m going to be, I’m going to be interviewing park right after like literally a half an hour after you and I conclude I’m going to be interviewing him and he has a podcast called the business of story. But I’ve been doing a series on storytelling and storytelling in business. And so how important is storytelling? And I don’t mean you know fictional stories, but you utilizing the variety of different stories. Podcasting is a perfect platform for telling stories.
Kelly Glover (00:27:03):
Yeah, absolutely. So I just use the example of a little boy that lost his tooth or it could be someone who gets dentures or whatever. So you’re highlighting your clients but through a story then and then I took the number two drill. Obviously I have no idea about dentistry and the technical aspects and Joe to three, whatever, whatever. So it’s the story that carries it. And also your personal story [inaudible] who have you been serving? How long have you been in business? How long has Barbara been answering the phone? Maybe she’s been there for 20 years. Maybe all her kids have come through the dentistry. So it’s attaching more. It’s taking away the here’s the service, here’s the price, here’s what we do, and adding all this to it. So what differentiates you? Because you just assume that Bob down the road dentist is going to do a good job in each art. Just this price. That’s not the difference. The differences in all the story you attached to it.
Ken Newhouse (00:27:49):
Yeah, I mean everybody, every new patient just referring back to dentistry and we have a lot of different people who listen to the show and that’s actually why I started.com Dennis was to try to ween the dentists off of this show and move them over to.com Dennis. So I could be a little more tight, a little tighter in my descriptions and a little more focused on just the consultants that I work with. But having said that, when some people look at different businesses, specifically dentists, they fully expect that that person does high quality work. So to say to say, Hey listen, we do high quality work. Well you know, that’s like the minimum standard. That is not a differentiator. A story is what’s going to do it for you. And it um, it seems like with specific types of clients that I work with, some of them really get this immediately and some of them have a more difficult time with it because they’re so focused on the medical side of what it is that they do.
Ken Newhouse (00:28:35):
You know, I was a chiropractor so I was, you know, like real hands on with people. I’m very gregarious and outgoing. I love to talk to people. That’s one of the reasons I love doing a podcast cause I get to meet the coolest people in the world. And as I told you before we started the show, some of my shows, you know, my goal is to provide awesome content for the people you know, and the get clients donation. But some of my shows I actually do because I’m selfish and I want to talk to that person so that it can benefit me.
Kelly Glover (00:28:57):
And that is another thing about podcasting. Sometimes it’s about the guest that you have on the show, getting access to them and it’s not even about the audience, your deal. Obviously you will deliver content to your audience that they care about, but maybe it’s getting access to that person and then you’ll, they’re getting access to their client base, their network of people and their audience as well. So it is a warm introduction because now you’ve got, it’s like, Hey guys, come to my party. I’ve got awesome cocktails and food. You’re inviting someone and they’re having an experience and we’ve put it podcasting and stories that we, you were talking about. It is, yeah, it’s, it’s relaying a message to, people can see themselves in the story. They can identify themselves or relate to the story. They can’t relate to a number to drill and whatever medicine and whatever injection. Like, I don’t know what that is. I just assume, again, I assume you know what you’re talking about, but I can relate to, I lost a tooth and the tooth fairy and I don’t want to get dentures one day or whatever the thing is. I can relate to that. So I think identify, I think reflecting what people are experiencing and saying, Hey guys, I know that you’re scared. It’s acknowledging it.
Ken Newhouse (00:30:01):
Absolutely. Yeah. People can, people can associate and really put themselves into that situation. You can have patients or clients or customers a lot easier than they can a, if someone’s saying, Hey, listen, this is where I went to school. I’m a graduate of this Institute, I have this training, I have this award. Well, who cares? But your clients, customers and patients don’t really, for the most part, they can’t appreciate that like you do. So that’s a, you know, I went to, I went to, you know, I got my, uh, my dental degree at this particular institution, you know, the New York college of dentistry versus, uh, the university of Oregon school of dentistry in Portland. I used to live right down the street from that. So, uh, it’s a great school by the way. But telling stories I think is fabulous. Well, what I want to do real quickly is I want to do this.
Ken Newhouse (00:30:37):
There are two different ways you can benefit as a business owner, an entre entrepreneur, a professional academics or chiropractor from podcasting. One you could have your own show or two, you could be on other people’s shows and those are certainly different. But let’s just briefly talk about, because I don’t know that everybody listening is going to be enticed into, Hey, let’s start our own podcast, but I still want to cover it. And then I want to kind of segue into, Hey, how important is it that I get on other people’s shows because that could really be a boon for my business or my practice. So with respect to starting your own show, kind of run through that and talk to us about without being technical, is that a difficult thing to do? Is it a really expensive thing to do? I mean, I know the answer to that obviously, but I wanna hear it from you.
Kelly Glover (00:31:15):
Not today. It used to be the barrier to entry is low and it’s absolutely affordable, especially if you’re a business owner. So the microphone that I’m using now is a basic one. It’s called an ATR 2100 this might set up, I even travel with it. It’s less than a hundred dollars you can, the way that podcasting goes these days, you can record it into your laptop with USB equipment and upload it and get it going as quickly as possible. So you can get a podcast. It just depends on Apple when they accept the fade. But you can get it done within a couple of days. Absolutely. And you can just put it on your own website. So if you Google how to start a podcast there step by step, you can DIY for less than a hundred bucks. And then if you use, say Libson as a host, it would be $15 a month. So can you afford it? Yes. Can you DIY? Yes. Can you do it quickly? Yes. If you’re worried about doing your own podcasts and the performance aspect, I say practice in private before you go public. There’s any number of apps on any laptop that you can have. Just run the video and practice talking to yourself, interview your family, interview the people at your practice just to get used to it and then do it and pop it up online. So can you do it? Yes.
Ken Newhouse (00:32:21):
Or you could even, you could have one of your staff, I mean if you, if you aren’t the natural person to lead the show, but you have a lot of the knowledge and you would be like the feature of the show, have one of your staff people on their team to interview and kind of be that person to play back and forth with you.
Kelly Glover (00:32:34):
Yeah. So that’s considered to be an anchor, which is really a facilitator is another word that so. Absolutely. And with regards to being a guest on other people’s shows, I highly recommend that if you don’t think that you have the consistency to put out that podcast and you may pod fade cause there are a lot of moving parts to doing a podcast, um, then being a guest on other people’s shows is absolutely an option. You can go. It’s like being a guest at somebody else’s party. Instead of throwing your own, you show up, you eat the food, you chat to all the people, you listen to the great music, you go home and then they’re left with the bill of catering with the cleaning up. That’s what being a guest on someone else’s show is. Now you must respect that you’re a guest in their house and follow their rules and be a good guest, but you’re leveraging their audience that they’ve worked really hard to build. So if you go on 20 podcasts, you’re accessing 20 different audiences as opposed to talking to your own audience and building it from scratch. So I highly recommend the podcast guesting strategy. Even if you think you want to start your own show, if you start out doing it that way, you can see how other people operate and be like, Oh, okay, that’s the guest onboarding process. Oh, that’s the technology. You can learn a lot by being a guest on somebody else’s show.
Ken Newhouse (00:33:43):
You know, one of the, that’s a great point that you make and one of the things that I have taught for the longest time to my clients, one of the fastest ways to grow your business is through strategic joint ventures where you can actually go and um, parasitically I guess is the way people, some people refer to this, but you can actually go and and market to their, your noncompeting business. You can go and they’re giving you essentially their endorsement. You can go and market to the people they have a relationship with. And so it’s like a direct or indirect endorsement. And the world of podcasting has really opened this up because the moment you’re on someone’s show, I have guests on my show, sometimes I’ll have guests on the show and I was so moved by their book or their training or whatever it was that I will personally guarantee that if any one of my members or anybody in my nation of followers that listens or attends or buys the book, if they’re unhappy with it for any reason, or if they don’t feel like it’s like a great investment, send me an email and I’ll pay you back for because I recommended it.
Ken Newhouse (00:34:31):
So that’s a direct endorsement. I don’t do that often, but the fact that I have someone on my show is a, is an indirect endorsement.
Kelly Glover (00:34:38):
Well, I’m introduction, it’s a warm introduction and you’re saying, Hey, Kelly’s on my show. She’s okay by me. And so there are a lot of benefits to being a guest on podcast. One expert status. It’s authority, it’s credibility, its reputation. You get known. It’s influenced. It strengthens your brand. It amplifies your message. Now an amplification, it’s only as good as the message. It’s going to make louder what you are saying. So obviously you need to know what you’re talking about. It’s the one to one access to audiences that are niche established and curated, but it’s also high end networking, right, which is what you just said, which is the relationships with the host. Now if you go as a guest on someone else’s show and you start your own show, yes, well you’ve already got somebody that you can invite on your show and pay it back.
Kelly Glover (00:35:18):
Absolutely. You were saying about parasitically [inaudible] it’s not about, Hey, I’m Kelly, I want to come on your show. I’m awesome. This is great. It’s, Hey, you’ve got to show, I can see this is your audience. This is what I want to teach your audience. This is the value I’ve got to bring to your audience. So it’s not taking, it’s actually the opposite. It’s giving and you go in with zero expectation, so you’re going in to teach the audience something and they will like you. They won’t like you, they’ll come into your ecosystem, they won’t. But they need to walk away with actionable content. So they’ve gotten something out of it. And when you pitch a show, it’s not about the host and it’s not about you, it’s about the audience. Three people in that relationship. So I might be pitching you as the host, but I’m kind of almost bypassing you and going, Hey, you know what? I see that your audience wants to know this and could benefit from this. And I’d like to come and teach your audience that. So I’m the conduit for the message to speak to the audience and you’re the conduit because you’re the host. Now it obviously needs to benefit you as well. And it does benefit me, but I go in with zero expectation. So it’s really about teaching the audience [inaudible] it’s podcast, the education and entertainment. I really just liked the word edutainment. I think it’s as dorky as anything.
Kelly Glover (00:36:25):
Sure, sure. And all the podcasts that I listened to, uh, because I want to learn something and I love being entertained and I love hearing people’s stories. How did they do that? How did they get where they are? How can I reverse engineer that? What little bits can I take from that and apply to my life? How does that apply to me? So it’s a given mentality.
Ken Newhouse (00:36:42):
Yeah. So when I just talked about parasitic marketing, that’s the term that people use in marketing. My what I was what I was trying to infer is this, the fact that here’s an example. You’re on my show today. So whether I said I’m going to guarantee whatever that Kelly is, is offering her coaching or you know, the podcast tour thing, do you guys have, which we’ll talk about in just a few minutes, um, whether I said that or just have you on the show, the fact that you’re on my show tells my audience, Hey listen, we trust Ken. Ken’s been doing this now for three years. Kansas straight up guy. Okay? Ken wouldn’t have anyone on his show who isn’t a straight up person. And so by that I’m passing my relationship, part of my relationship, that trust factor I have with my audience directly on to you. And so as a person who could go onto someone else’s show, you’re not going there. You better deliver value. And that’s one of the things that I tell everybody. My first order of business is to deliver value to my nation of fans. And if you can’t deliver, you can’t come on and pitch your stuff. I’ll do that for you. But I think it’s only fair,
Kelly Glover (00:37:34):
right? Podcasting is, sorry to interrupt. No, you’re fine. No accidental. So people search for podcasts that aren’t just ah, here’s a podcast I stumbled across scrolling through something that doesn’t happen. People are looking for that. They’re coming to you. And with podcasting it’s also a way of refining your message and practicing your message for the audience. So the way I look at it as well is do you know what it’s like? It’s like [inaudible] if a friend of mine single and I refer someone to them that I know it’s that or it’s Tinder, you know what I mean? It’s an introduction from someone to someone or it’s a stranger.
Ken Newhouse (00:38:09):
Is that a dating site? Cause I’ve been married for so long. I don’t know anything about, is that a dating site? Yeah.
Kelly Glover (00:38:13):
Yeah. It’s a, it’s like a dating site, so it’s someone going and finding the message in the pool by themselves or going, you know what? This is James. He’s awesome. I’ve known him for three years. I think you should go on a first date. That’s the difference. Yeah, that’s podcasting.
Ken Newhouse (00:38:25):
Nice. Okay, so let’s say that we have people listening who are going to be interested in talking because I know they will be, they want to get more exposure. Talk about some of the benefits and then we’ll kind of move into the process, but what are some of the of being a guest on not just one podcast, but multiple podcasts by design? It’s not something that just, Hey, if I could get on, I’m going to wait for these people to call me. No, you have to be proactive about this.
Kelly Glover (00:38:47):
Yeah. It’s like going to the gym on January 1st and expecting to stay at the same weight and fit for the rest of the year doesn’t happen. You have to keep doing it. You can like go on one podcast and be like, okay guys, I’ve done it now. I’ve been on the podcast. My business has changed because podcasting is about consistency. It’s about different markets. You’re going to get those link backs, you’ve got to get SEO, you’re going to become more searchable and it’s one of those, Oh yeah, I still can all he was on this podcast. Okay go, go about your day. Oh I still can’t was on this podcast. Oh okay, go about your day. Then you might say, Oh this can hang on. Look, I’ve been seeing him on all these podcasts. I better have a listen. You finally listen, you like it. Then you’re like, Hmm, maybe I’ll go into his ecosystem or look on a different podcast.
Kelly Glover (00:39:27):
So it’s seeing people in different places and also if you see you’re like he must be really important cause he’s going on all these shows and all the people are having on him on the shows. So it’s consistency [inaudible] media and then also trying to offer something different in every interview you do. You don’t want to be a broken record robot. Just saying the same thing to every audience all the time. So you need to really cater your message to the different audiences and then people will be like, wow, that can use on this show. But then he went on this show and he said something different and I listened to two shows for half an hour and I got different information both times. Wow. I feel like he’s really giving. So I think that’s where the strategy is and it’s like he knows what he’s talking about. It wasn’t just a one off. I hear him that he’s, yup, he said this stuff, they’re great. Said the stuff there and before you know it, it’s basically like they’ve spent two hours with you because I already know you.
Ken Newhouse (00:40:12):
That’s one of my biggest pet peeves with guests and I’m, some of my guests are like big time guests and it is frustrating for me when they want to go through, they’ve got their scripted outline of how they want to pitch their book or their coaching or whatever it is, whatever it is they’re doing. And so that’s why I try to get creative. And some of the questions that I asked to pull them off of that because if the other people have listened to them ahead of time and know who they are and then they’re hearing the same thing, my listeners are going to bail off my show and I don’t want that. So that’s a great tip that you just gave. So let me ask you this. Um, is it hot? Is it
Kelly Glover (00:40:41):
any good? Interviewer, I’m going to interrupt there. As someone who used to be an entertainment journalist and interview celebrities on red carpet, that would, they would do it literally thousands of interviews. It’s called breaking the tape. And because people memorize the answers, they ask a question like, Oh, I know the answer to that. They press a little well buttoning ne, okay. The same answer that they give every single time. And as an interviewer, it’s your job to break the tape. And when you break that tape, that’s when you get the best, most authentic answers that no one else has heard before.
Ken Newhouse (00:41:11):
I hate to do this, run through that again because remember my fear I talked about at the beginning and zoom and sometimes there’s like, um, loss of audio. So talk about where you talk, where you start. Start at the point where you talked about interviewing a celebrity, cause you interviewed thousands of celebrities and then breaking the tape.
Kelly Glover (00:41:27):
So I’ve interviewed thousands of celebrities. I used to be a celebrity interview, a movie premiers, red carpets, all that kind of bays. Those celebrities do thousands of interviews, sometimes hundreds in a day. So they’re answering the same questions all the time. And what people do is when they know the answer to something, their brain goes, Oh yeah, great. I know the answer to that. And basically press play and they just spit out the same answer every time to everyone. It’s like filling in a form. What’s your name? Kelly Glover. You know the answer. You say the answer. So as an interviewer, our job is to break the tape so they don’t just press play and spit the same thing out. So, I don’t know if you know that you’re doing that, but by asking different questions, you’re breaking the tape. You’re going to get the best answers from the people so they don’t just spit out the same thing and you’re going to get, um, more actionable items than what they’ve just memorized and spitting out the same thing because that’s people’s natural response. What’s your name? Kelly Glover. Like you know the answer, you want to spit out the answer but you want to get different information. So I just wanted to say as an interviewer [inaudible] you’re breaking the type and you’ve discovered a skill that you maybe didn’t have the words for and that you’re actively doing. So that’s really good.
Ken Newhouse (00:42:32):
Sweet. So I know that people are listening to the show and they’re like, okay, this is something that I want to do. I have to pursue this. I’ve been thinking about this for awhile. This is actually what you do is you help professionals and entrepreneurs, business owners of like all different types, get on other people’s shows. Why couldn’t someone, and we’ll dive into that here in just a second, but why couldn’t someone say, Hey listen, I’m just going to go ahead and I’m just going to contact these people on my own. And uh, you know, I’m a very successful dentist or I’m a very successful Facebook marketing consultant. So obviously they’re going to want me on the show, discuss some of the channels. That’s not as easy as it sounds. It’s not easy to get on, especially shows that you know that have traffic and they’ve been around for awhile.
Kelly Glover (00:43:08):
It’s simple, but it’s not easy. They’re not the same thing. So yes, you can book yourself and there’s a few ways. So you’re either going to hire an agency, like the talent squad, like us to do it for you, or you’ll hire, you’ll get somebody in house to do it, a team member, you’ll do it yourself, or you’ll get a virtual assistant. So what I would say is if you hire an agency, you’re leveraging the preexisting relationships that they already have. And you’ve someone that thinks like a producer and knows how to outreach the media and your pitch will be correct so it takes time to source, develop and nurture those relationships. So that’s what you’re leveraging with an agency. Now, if you do it yourself, I would just urge you to make sure you’ve got your messaging right to make sure you’ve got your topics, your talking points at the shows are properly vetted, that you’ve got your one sheet, that you’ve got your online press kit and have everything in order.
Kelly Glover (00:43:58):
Because speaking about personal brand, it damages your brand. If you send a pitch to a show that you kind of aren’t suited to, if, like you said, they don’t have guests. If you’re pitching something that somebody has already spoken to, when you do the pitch, you have to look back at the back catalog. If someone’s spoken exactly what you’re pitching two episodes ago, the host thinks, well, I haven’t listened to the show. They don’t know what content I have. That’s a donor who’s already been on the show and they have no idea. So there’s a lot of can you do it yourself? Yes, there’s a lot of busy work. So it comes down to, we’ve all heard this a million times, like what’s alley? What’s the time with for you to learn how to do this properly and figure out all the mistakes. How long will it take you to source bit pitch that show follow up as opposed to outsource and paying somebody else to do it.
Kelly Glover (00:44:42):
That’s all it comes down to. If you know Bob and you already know him and he’s got a podcast, yeah, email him and ask. Absolutely. So it just depends on if you want to be represented. Um, and if you’re starting from zero or not. And if you have the language, like if you’re a dentist, it depends what marketing skills you have. I want to come in and speak about being a dentist. So what, who cares? Don’t care. It doesn’t make any difference to me. You need to have that subject line. That’s not a topic. That’s not a topic. That’s not something that can be pitched.
Ken Newhouse (00:45:10):
There’s no hook there. No nothing. This is just a boring topic.
Kelly Glover (00:45:12):
It’s about even just getting the subject line, Ken, because your email won’t even get open. You get pitched all the time. If the subject line isn’t good, the email won’t get open. If the opener isn’t good, you won’t even go read the full email. If you read the full email, the first thing you’re going to do is cross check and verify and do a whip around. If the website isn’t good, if the social media isn’t good, if the messaging isn’t good, you’re not going to move forward. So don’t make the mistake in thinking that just finding the show and pitching the show, is it because even if you get through the subject line, the email to the vetting process, all that has to be in place that they’re all like little doors. You get a key, you open the door, you get a key, you open the door, you get a key open the door.
Kelly Glover (00:45:48):
It’s not even the yes, and then once you get the yes, guess what, you’ve actually got to do the interview and deliver it. So when people say, I want to get booked on podcast, that’s awesome. Obviously I think you should and it will change your business. But that’s about step five. You’ve got to go all the way to step one, which is who am I talking to? What do I want them to do as a result of hearing me on the show? And what can I teach the audience that they don’t know how to do, that they will know by the end of the episode. So it’s asking yourself those questions upfront and then you’ll have a robust, uh, podcast guesting strategy. But don’t forget, once you’ve been on the show and recorded the show, you’ve got to promote, leverage and repurpose that interview. You can’t just do the show and ghost. You’ve got a responsibility to the host in promoting that show as well, which everything I’ve just said really, why podcasting is amazing.
Ken Newhouse (00:46:34):
It is amazing. So let me ask you this then. So let’s move in this direction. So obviously that’s a long list of things that people would have to do if they want to be on as a podcast guest. It’s like submitting articles to ’em like I write for Dentaltown. So, I mean, when I first started, they’re like, it has to be in this format. I didn’t know anything about that. I’m like, I have great content. And they’re like, no, no, no. We can’t accept it like that. There’s a certain format, there’s a certain process, there’s a way to do things if you want to write for us, and this is not the way we know. Okay, great. You’re really good at what you do, but this is not the way to do it. So I had to learn that process and there was a big learning curve there.
Ken Newhouse (00:47:02):
And so for people who want to get on a podcast, I think the learning curve is gonna be a lot longer and a lot more difficult. But let’s say that someone wants to not go through all the trial and error and wasting all the time, money, and effort and get all caught up and bruised in the process and they want to have someone represent them and help them in this process. What’s involved in that process? Are you gonna kind of walk us through that in addition to helping them get on shows? Do you kind of help them know how to present, you know, be a guest and things like that. So it kind of walk through that process with us. Cause I’m fascinated by that.
Kelly Glover (00:47:30):
Yeah. So at the town squad we’ve got a bit of a different perspective because I’ve been a podcast producer, so I’ve been on the end where I’m the producer, I’m picking talent and I’m directing guests. And then I’ve also been an interviewer and I’ve also been a radio announcer. So I kind of have a three 60 approach in knowing all the elements because there’s not just one thing. It’s like I said, it’s having the topics and talking points and sometimes people are an expert in their field, but they don’t really know how to package that expertise and push it out to the market. So what’s my question to discover? Yeah, you’re a dentist. Great. I have no doubt that you know everything about that, but I need to ask you the questions and extract those talking points and package them to send them out to the media. So sometimes it’s identifying that and also finding the white space in the market. What is nobody else talking about? That should be, if everyone’s talking about the same thing, then you probably can’t go in. You need to find a different angle on that, so it’s identifying and extracting your expertise and angles and packaging that into those topics. Talking points and hooks, and then
Ken Newhouse (00:48:28):
man, you’re talking, my language is, I’m a direct response copywriter, so angles and hooks and all these things. You’re talking, I’m like, man, this is like copywriting. This is awesome.
Kelly Glover (00:48:34):
Yes it is. It absolutely is and it’s a skill to that. Like for me, it’s so easy and you can tell me something and I’ll send it back and repackage it. That’s why I’m good at what I do and I love what I do where you’re like, I’m a dentist, and then you’d go through and you’d be like, okay, well it could end up being five ways to come down as seven year olds on their first dental visit. That’s a thing that’s not, I’m a dentist. Do you know what I mean? This aspect of it that you would know and maybe you focus on kids and parents and then that’s not to kids. Who’s the audience of that? The parents because they pick, you know what I mean? So it’s also knowing who the audience is. So where’s moms? They’re on mom pod pass. Okay, so it’s going to different, or it could be single parent dad podcast.
Kelly Glover (00:49:10):
It depends. Or it could be senior citizens, maybe it’s an, and then you might go to a retirement village podcast. So there’s different, it doesn’t have to be dental podcaster dentists. It’s looking for where the audience is and what the topics are and then you’re right, you need to do, I would assess if, have you got experienced, do you need to do some practice interviews? Are you across all your topics? Have you got stories? Like you can talk about that, but you know where that really comes to life with that seven year old and the two fairy pillow and losing it and, and all that. Like, you know what, I had a client and he came in. That’s where the story is that people can identify as opposed to seven ways to do the thing, which I know is the hook. But when you deliver it, you’ve got to attach stories to that hook. You can’t just give facts and figures. Absolutely. That’s sort of part of the strategy and so it comes, I want to get on podcasts. Awesome. But it’s all this stuff. And then if your website, and you know what to be honest, like you’ve said, I assume dental websites are pretty great. They have to be horrible.
Ken Newhouse (00:50:02):
They’re all the same. That’s one of the, Oh the terrible, they all use the, yeah. When I say all, I’m figuratively speaking here, the vast majority of dental websites, same stock photos, same copies. It’s like a menu at a restaurant. And so when you go to there, when you land on a dentist website, you’re seeing the same images that you’re going to see on the other dentist websites. The copy is the same. And so instead of telling stories, instead of having video testimonials, outcome based video testimonials of patients, instead of putting emotionally compelling stories, just little snippets below the perform and after smile gallery images. But you know, you know, uh, using direct calls to actions, you don’t have any of that on there. All you have is a big menu on multiple pages, like a bazillion different, uh, subjects on, you know, 50 different services on one page.
Ken Newhouse (00:50:43):
It’s a morass of uh, confusion. And uh, for me it’s, it’s like, um, you guys are really super awesome and you’re super smart at dentistry but you have no idea when it comes to marketing. And I just actually talked about this. There’s told a story, I’ll just tell it very quickly. I had a dentist client, a new dentist client. He, you know, great dentists, very successful practice, pay $3,000 down to $1 billion website company. This is a company that makes websites for dentists, chiropractors, medical doctors, every kind of healthcare you can imagine. But he paid 3000 down, 900 bucks a month, three year contract non cancelable. When he hired me to help him with some other marketing aspects, I couldn’t find his website on pages one through five of any Google search that I did. And when I did a Google search for his name, there was another doctor. This is after he had that website for 13 months. Another doctor with the same name who was a podiatrist in another state, ranked at the number one spot in his Google search when I did a Google search with his name, specifically in quotes, a podiatrist. And so Dennis, for the most part, um, think that something that is visually appealing that talks about them as a general rule is a great website. It’s an online business card. Hey listen, that’s not how it works. That’s not how people choose a dentist.
Kelly Glover (00:51:51):
A picture of Barbara at the reception smiling and even a video of her telling me how she’s worked there for five years. Because when I go in there, the first thing I see is that reception and I see her and I’m like, Oh yeah, that’s right. Check. So it’s all about checking the little boxes or, um, so I’m surprised to hear that maybe it’s just the dentist that I go to cause the picture of like I don’t care about other people’s teeth. I only care about my teeth. And if I see someone else’s teeth of what T like that doesn’t mean anything to me.
Ken Newhouse (00:52:16):
Well it’s just, it’s a form. It’s a form of social proof. So if you have, you know, outcome based video testimonials. So instead of the dentists beating their chest saying, I’m a great dentist, I went to this institution. If you’ve got videos, very short videos with little short snippets of this person saying, you know what, I was terrified to go to the [inaudible].
Kelly Glover (00:52:28):
Yeah, it’s like the smile teeth.
Ken Newhouse (00:52:31):
Oh no, no, no, no, no, no, no, no. Like real people. Yeah. Real people. But what they do, they do, they use stock images of just a closeup of teeth without a real person that’s not a patient. And then they go to another site of a dentist that’s just down the street and they see the same images.
Kelly Glover (00:52:45):
I think people, and especially May’s, just a regular consumer of a lot of media, I’m instantly suspicious of stock photos now. And I think most people are, back in the day we had include onto it. We didn’t know, we didn’t even know the term stock photo. But now you see it, I’m like stock photo. It’s like I, to me, I think they haven’t taken the time to produce their own content. That’s not them. That’s from somewhere else that’s changing. So I don’t know if that’s accurate, but just as a consumer, that’s how I think. I’m like, Hmm. And I’ll click to something else because I want to see the actual people and the actual practice and the actual inside as opposed to some randos dope photo.
Ken Newhouse (00:53:15):
Yeah. Sometimes I’ll just say this and then I’m like, get back on topic and talk about your business. But I use stock photos but not real images. I use illustrations of retro cartoon, like images and some of my stuff because I, uh, I, you know, I study advertising, I studied marketing. And so for me, I look at a lot of the older advertisements from like a hundred years ago, 80 years ago. I just love the copy and those, I love the pictures. And so I’m really fascinated to when I find a picture like that, that I can get on maybe Adobe or somewhere else, uh, that reminds me of that. And I think it’s pertinent, relevant to, to maybe my, uh, my, my particular podcast or whatever it is that I do, I’ll use those.
Kelly Glover (00:53:47):
So that’s like mad men, mad men of dentistry. That sounds amazing. Say, and this is a great example of using podcasts, which is an audio medium as a call to action because you can bet myself and others, I want to say that now because you’ve said it. So that is now going to make me physically go to your site because you’ve said that. So podcasts are a great way to use an audio medium for visual. Like I’ve told you I’ve lost 200 pounds. And if I said go and see the photo, you’re going to be busting to see that damn photo because that’s not something you can hear. So podcasts are a great way to get people from in your ears to on your website if you use a visual call to action. That wasn’t my, that wasn’t my motivation by the way, that was just telling you about the 200 pounds because of the lady that suddenly had passed away in the Lake and all the other people. But that’s just a good example of how you can do that.
Ken Newhouse (00:54:32):
Right? Okay. So let’s say this, we’ve got people who are definitely saying, listen, I gotta, I gotta look this lady up. I’ve got to go on our website, I want to do this. What’s involved in the process? Cause we’ve got about five minutes before I have to wrap it up, but I want to get people comfortable going through the process. What do they need to do to, I know your website is the talent. Tell us again the talent squad.com. Okay. So what can they expect? Hey listen, I want to get on podcasts. I want to do this, but I’m not really sure at this point what’s involved. So they’re going to contact you guys. Are you going to help them get on the podcast? Yes. So we’ll talk about that for a second. Are you going to help coach them? Make sure they’re, you know, they’re going to be a good guest. Make sure they get their content in various forms. They’re not going to just be a blueprint of one particular thing. You know, are you going to help them kind of coach them with all what’s all involved and how can you help them? Cause I want them to fall through
Kelly Glover (00:55:15):
the first, I’m going to ask all the questions that I’ve asked today. So who are you speaking to? What action do you want them to take? What value are you delivering and what are your expectations? Because people will have different markets that they want and like what’s your reason for being on a podcast? Can I get you on a podcast? Yes, I can. But if you don’t have a idea of what you want out of it, you’re going to be unhappy because you’re not going to achieve anything because you won’t know what that is. So it’s having that strategy as well. So my job is to ask questions to figure out what you want, what you think you want and what you actually need. And then going from there and figuring out where you are. If you have all those ducks in a row, great.
Kelly Glover (00:55:49):
If you’re not ready, I’m not going to push you out to podcast and then people will be disappointed. So I would be like, okay. Yet. But you need your website in order. Yes. Okay. You need, you know, basic stuff like headphones and microphone, uh, basic stuff like we need to work on your talking points first and your one sheet and your media kit. So it’s figuring out where you are, where you want to go and what you need to be ready to get pitched and make sure once you pitch, you’re ready to record. And once you record, you’ve got the pipeline on the other side so that people can find you and then that you can, you know, it’d be be ready cause what if all these people come to you and you’re not ready or what if you’re not, what if the interview go live and you don’t promote it. So you’ve got to have that ready. So it’s sort of a pipeline process of it’s a beginning, middle and an end and you’ve got to have everything ready along the way. So I’ll identify is this something you should be, because if you think I want to go on a podcast and then I want 10 people to book an appointment with me at two o’clock on a Tuesday from that podcast, that’s not realistic. So it’s what your expectations are as well.
Ken Newhouse (00:56:47):
This is, I wouldn’t say an extremely longterm play, but it’s,
Kelly Glover (00:56:50):
it’s definitely long. It is. It’s long term. It is a long term plan and it’s not advertising. And I think that’s where some people get a bit confused about podcasting. You’re not going to reach Holly who’s a 33 year old that has a size eight shoe in Athens, Ohio and you can see that she clicked three times. It doesn’t work that way. It really is personal branding like we were saying before, and a play and positioning yourself as the go to expert in your field, so it’s having that consistency delivery, the platform, positioning the messaging, making sure you’re clear on your purpose, and then delivering you in audio form as a person, as how you, what you do, what you say, how you say it.
Ken Newhouse (00:57:28):
Sweet. Here’s my last question and this is the one I ask every single person. What’s the one question that I should have asked today that I didn’t ask?
Kelly Glover (00:57:35):
That is such a good question. I’ve honestly think you’ve caught it.
Ken Newhouse (00:57:39):
I sold, I sold that. I sold that familiar Larry King. I actually watched a ton of Larry King videos to make sure I could because I wanted to do good when I did this. So I watched him and a whole bunch of other people years ago when I first started, I studied him and that was one question that he loved to ask people. I’m like, I’m going to steal that.
Kelly Glover (00:57:55):
I think, I think, well, the easy questions with always are what mistakes do people, what are the biggest mistakes that people make or what makes a great guest? But I think you’ve covered those in everything that we’ve said. And I think the biggest, one of the biggest mistakes that people make is they will do copy and paste pictures and they won’t personalize it and won’t bother to listen to the show. That’s what I want. And that’s something that you can absolutely change.
Ken Newhouse (00:58:16):
Listen to the show that you’re applying to beyond that you’re asking to be on. Listen to some of the episodes prior to pitching them.
Kelly Glover (00:58:22):
And the thing about Larry King is he doesn’t read the book of the interviewees. Did you know I love him and I love seeing how other media people were cured. Yeah. He’s really curious. That’s Warren, but he’s great. Yeah.
Ken Newhouse (00:58:33):
Yeah, he’s good. He’s really good. Hey listen, I appreciate you being on the show today. It’s probably going be, um, three weeks, maybe four weeks before I go live with the show, but I’ll give you a heads up on it and then we’ll promote the heck out of it and do our distribution. Um, do you mind if I use this on my other podcast, the interview with the.com dentist. Okay.
Kelly Glover (00:58:50):
And did I answer all the questions that you wanted answered Ken?
Ken Newhouse (00:58:53):
Absolutely. And then I’m also going to put this on Dentaltown if that’s um, that’s okay. Online, the online platform. The magazine. Yeah. Great. Sweet.
Kelly Glover (00:59:02):
Right, good. I think the, hopefully the audience got some good benefit from that.
Ken Newhouse (00:59:05):
Absolutely. Absolutely. All right. We’ll go, uh, go have some captain crunch and watch the Flintstones and uh, have a safe trip back when you get, you can, you can have captain crunch now, can’t you? Or no?
Kelly Glover (00:59:15):
May all. Oh no. After weight loss. All I, it’s pretty, it’s not, I just have three quarters of a cup food a day.
Ken Newhouse (00:59:22):
So I just say for the whole, for the whole day. So this week, this week I’m on coffee and Brussels sprouts. Last week it was coffee and peanut bought out. Like it’s pretty not fun. Are used to, is that, are you still trying to lose weight or is this like a maintenance type? It’s maintenance. So what I’ve, what you discover is, I guess that’s why I was so fat as well. I need for me to maintain my weight. I eat three quarters of a cup of food a day. Like you don’t realize how little it takes. That’s to maintain. What about like nutrients? I’m to this at the doctor in these speaking out, but what about like getting all your proper nutrients and things like that? Macro and micronutrients. Yeah. I’ve been and had blood tests for three years and my blood tests have been faultless and I just take a multivitamin. Well, you look great and I’m, I’m uh, I want to congratulate you on the thank you. Congratulations on that. It’s not easy to do. For sure not. It’s my monumental. So listen, if she’s willing to work this hard for herself, guys, think how hard she’ll work for you. So definitely follow up with her and, um, give me your, your, uh, one more time then we’re gonna wrap they talent squad.com. All right. We’ll talk to you soon. Thank you. Thank you. Bye. Bye. Bye.