Creating a niche and utilizing podcasting to grow
Matt Johnson is a marketer, entrepreneur, podcast expert, and musician. He runs a podcast PR & production agency based in San Diego. His international team helps business coaches and consultants break in and dominate their niche through podcasting.
Matt currently hosts niche business podcasts, including the MicroFamous podcast. He recently launched the Podcast Pitch Assistant program to help experts get pitched to podcasts consistently without doing any of the backend work themselves. He is a frequent podcast guest and event speaker to audiences around the U.S., Canada, and Australia.
Today, he talks about why you need to be micro famous and some strategies to help you get to your audience.
What We Discuss with Matt Johnson:
- The concept behind being micro famous and why you want to be one
- Ways to get micro famous and why clarity is key
- How to find the right audience
- Main strategies for being micro famous and making connections
- Best ways to gain credibility and exposure
- His book writing and editing process
- Awesome tips for a podcast launch to market your book
- How to prepare for an interview and have great talking points
- Benefits of being homeschooled and improving your reading skills
[03:32] Why You Want to Become Micro Famous
All famous people came from being micro famous. As thought leaders, we tend to want to skip that part.
Set your first goal as just being micro famous to a smaller group of people. This will allow you to come up with razor-sharp clear and compelling ideas. Then you create all these other opportunities to grow.
[06:15] How to Become Micro Famous
Get featured on a podcast. Make sure your conversations are revolving around the one thing you want to get known for.
If you don’t know what your clear and compelling idea is, get on interviews. The more interviews you do, the more you can talk about your beliefs and values. This gives you more clarity.
[08:35] How to Find the Right Audience
Know who your ideal clients. Talk to them on a consistent basis to the point you can ask them where they’re hanging out, where they’re getting content from, and where they’re looking for an answer to their problem.
Gain credibility by association and exposure by introduction as opposed to an advertisement. Get introduced to your ideal clients by someone they already respect and trust. Have them introduce you as a trusted expert rather than as an advertisement.
[13:55] Why Talking on a Podcast is Better Than Speaking in Front of People
The introduction is better on a podcast. When you’re doing speaking gigs, you’re very seldom introduced by the main “star” of the event. Whereas in a podcast, it’s always the star of the show who’s going to give you an amazing introduction.
People listen more. Based on research studies, people are going to listen to 80% of the episode. Compared to a speaking gig, even when people are physically there, sometimes, they are actually less mentally there.
Podcasting is a secondary medium so it allows people to be doing other stuff with their hands and go through their business while they’re listening. So you get a longer chunk of their attention than if you’re speaking to them for an hour while they’re scrolling through their Facebook feed.
[16:20] The Book Writing and Editing Process
It took Matt 6 months from idea to manuscript. He wrote 1,000 words a day for 40 days. He realized he was writing the wrong book. It took him this long mainly because of the thinking rather than the writing because his thinking wasn’t 100% going in.
[20:10] Strategies for a Successful Podcast Launch When Marketing Your Book
Shoot for anywhere between 15 and 25 shows, compressed into a couple of months of recording.
Podcast interviews drive real book sales. They have a direct trackable correlation. They can go into their Amazon account a day after the podcast episode comes out.
Equip the host with talking points that you feel would make the audience want to buy the book and not just convey the content that’s in the book.
Be clear on the main idea you want the audience to take away. Then you can build your podcast interviews around the core idea of your book.
[27:05] The Benefits of Homeschooling
It gives you more time. Matt learned four different musical instruments, which he wouldn’t have probably learned had he gone through traditional education.
It allows you to self-learn. Matt developed his self-learning muscle which gave him more confidence as an entrepreneur.
Speed-reading became second nature to him as a kid as well.
Episode Resources:
Visit Matt’s website PursuingResults.com
Check out his podcast MicroFamous
Follow Matt on Instagram @microfamous
To learn more about how to find the right podcast for you and craft the right story hook, check out howtogetfeatured.com.
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