Selling your stuff. This episode of The Talent Show, (part one of a two-part series on how you sell stuff and sponsorships), dives into the right way to sell your webinars, online courses, e-books and more.
All too often, hosts spend the first 3-4 minutes of their show selling the latest “ware” you have to offer. Let me be clear, I am not knocking selling your stuff. It’s a formula that works. You should do it. Product ideation and creation and then using your show to highlight is a great strategy. However, if you sell your stuff too hard, or don’t think about how your consumer is taking it, then you are wasting your time. More importantly, you are wasting your listener’s time.
Three things to consider when promoting your wares and selling your stuff:
- Where are you putting these “sales moments” in your show?
- How long are “selling”?
- With what passion are “selling”?
Most hosts I hear, use the beginning of their show to sell the latest e-book or online course, and while you can do that sometimes, I wouldn’t do it every time. I have always said that the first 60 seconds of your podcast is prime real estate. Use this time to establish you, your podcast and what this particular episode is about. If you use this time to sell an e-book or course, then you are betraying your listener’s trust.
Also, when you “sell”, keep it around 30 seconds or less. Don’t oversell. There is a reason why the most effective radio commercials are 30 seconds. Keep it brief and the message will cut through better.
Finally, don’t sell. Integrate your e-book or course into your content with the same passion you have for your content. If you stop in your show to “sell” something, it sounds like that, and listeners will either fast-forward or – even worse – leave your show entirely.
Next episode of The Talent Show is all about how best to do sponsorships. Many of the same ideas apply, but sponsors have a different set of expectations.
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