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🔓UNLOCK Listener Engagement: LEAD Generators EXPLAINED 🗣️

In a previous article, I described the importance of the call to action, or as I described it, 😲The Podcast MOMENT You CAN'T Afford to MISS 🤯. Today, we will dive deeper into what a call to action can look like, specifically how it can point to a lead generator.


Whether podcast guest or podcast host, having a single place to send listeners keeps it simple. It also allows interested people to connect with you and learn more. If you want to build a brand and an audience, this must be foundational.


What is a Lead Generator?


A lead generator is something of value you give to a listener in exchange for their email address. The goal is not to bombard them with your service and sales pitch. In fact, in an upcoming podcast episode of "It's Marketing's Fault", Adriana Tica and I discuss how repeated sales emails after sign up can be a hindrance. Instead, the focus should be on educating and serving the listener who signs up. It is giving something of substance away.


Why? If you have their email address, you have the ability to communicate directly with a person. Social media does not do this (the social platform owns the connection). You don’t have to email them daily or weekly—that’s not the goal. The goal is to build a relationship with them by providing information and insight so that you are top of mind when they are ready to buy.


One caveat to all email lists--make sure that your emails have an unsubscribe button on them. Make it easy for people to unsubscribe and don't add people who have not opted into it.


Three Potential Lead Generators

The potential options for lead generators are endless, but we will look at three options you can create for use on a podcast.


1. The Checklist


Why a checklist?


What do you know that other people don’t? Answer: a lot. You know more about your area of expertise than a vast majority of the population. Within that knowledge lurks processes and plans which others are unaware of. This is where a checklist comes into play.


I have seen an outdoor supplier provide checklists for what to take on hikes based on the hike duration, length of distance, and terrain. Most people would not know this information on their own, so it can be a helpful tool to provide. Some realtors will provide checklists for all of the tasks to complete when thinking about selling your house or moving to a new city and buying a house. Again, it is not common knowledge but would be beneficial to the recipient.


What do you know that could be put into a checklist? What process could you layout step-by-step?


2. Three to Five Point Descriptor


You know more than most people about your specialty. Yes, I am repeating myself, but you need to hear again. Too often we will discount what we know or we wrongly think it is common knowledge—it’s not. Within your specialty, what are three to five ideas which you know about but which most people do not?


For example, if you are a software provider, you can describe three underappreciated elements of implementation which can cost a company thousands of dollars if overlooked. You can write about these in some detail in a three to five page document. Canva has customizable templates which you can use for free. This is an excellent way to make the information visually appealing and save it into a PDF document for distribution.

Another option could be a buying guide where you note the five most important factors to consider when purchasing (you fill in the blank). This is not the time to pitch your service but to make people aware of what to consider.


3. Case study


What has someone else’s experience been like working with you in the past? Write up that experience, both the process and the results, and create a case study. Within the case study, you can answer potential questions within the context of a customer narrative. You can create this as a plain document or use a template to create something more visually appealing. Again, Canva can be an excellent option if you are doing it yourself.


Now What?


If you currently have an email list, you can add this as another lead generator for it. If you do not have an email list or lead generator yet, now is the time to start. There are several companies you can use to distribute your lead generator. such as ConvertKit, MailChimp, and MailerLite, each of which allows you to create a landing page to collect emails and then provide a PDF or link to the subscriber. Try out their free versions to see which works best for you and your business. I have used ConvertKit for years (both their free and paid versions). Their free version provides an easy way to get started.


Podcasts build trust with listeners. Whether you host a podcast or guest on a podcast, you likely want to grow your business and expand your influence. Use the opportunity to point people to something of value which you can then begin an ongoing conversation with them.


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P.S. Tired of feeling anxious and unprepared when you guest on a podcast? I can help you become the savvy and confident guest for your next appearance. Email me or DM me to find out more.

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Till next time!








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