the podcast recap episode with aj & rory vaden

Ep 429: The Hidden Perks of Podcasting | Carli Van Heerden Episode Recap

Listen to the episode below

In the previous episode, we spoke to Carli van Heerden, CEO and Founder of We Edit Podcasts, about what it takes to start your own podcast and the ins and outs of podcast production.

In this recap episode, we highlight the main takeaways from our conversation with Carli, with a focus on the hidden benefits of creating and hosting your own podcast.

From continuous learning and expert exposure to the art of audience growth through diverse content, we’ll unravel the perks of hosting versus being a guest, and how podcasting allows you to target a niche audience like never before.

Discover how hosting can be a dynamic tool for business outreach and client connections, and why podcasting is a potent sales technique.

To discover how to leverage the hidden perks of creating and hosting your own podcast, tune in now!

Key takeaways from this episode

  • Continuous learning and free exposure to expert advice.
  • Growing your audience through interesting and varied content.
  • Benefits of being a host versus a guest.
  • Being able to target a niche audience.
  • Leveraging being a host for business and client outreach.
  • How podcasting acts as a potent sales technique.

Tweetable Moments

“The amount of free education that you get [as a podcast host or guest] is insane.” — @AJ_vaden [0:02:18]

“[Being a podcast host] is one of the best prospecting tools on the planet.” — @AJ_vaden [0:05:15]

“[Podcasting] is an amazing opener for sales conversations.” — @AJ_vaden [0:07:17]

“A [podcast] interview is like an hour-long sales pitch.” — @AJ_vaden [0:08:55]

About Carli Van Heerden

Carli is the Founder and CEO of We Edit Podcasts, a full-service podcast production agency, launched in February of 2015. Over the years, We Edit Podcasts has built a prominent client base made up of Fortune 100 companies, NGOs, Celebrities, entrepreneurs, and more. Prior to launching her company, Carli earned her BSc in Biological Sciences at the University of Alberta, and then went on to earn her BComm Honours at the University of Saskatchewan, where she graduated top of her class. When she’s not working, you can find her adventuring with her children, spending time with friends & family, or traveling around the world.

Links Mentioned

Business Beyond The Mic on Spotify 

Business Beyond The Mic on Apple Podcasts

Business Beyond The Mic on Instagram

Carli van Heerden on LinkedIn

Carli van Heerden on Instagram

Carli van Heerden on X

We Edit Podcasts

AJ Vaden on LinkedIn

AJ Vaden on Twitter

Rory Vaden

Rory Vaden on LinkedIn

Rory Vaden on Twitter

Take the Stairs

Brand Builders Group

Brand Builders Group Free Call

Brand Builders Group Resources

The Influential Personal Brand Podcast on Stitcher

The Influential Personal Brand Podcast on Apple

AJV (00:02): Wanna know three hidden perks of podcasting. Well, let’s talk about why podcasting, both as a host and a guest, has some really truly hidden benefits that maybe you’ve never thought of before. So I’ve got three things that I wanna highlight for you today about why podcasting can bring you more than what you think. So here’s the first thing. Again, this could be as a host or a guest, but the amount of free education that you get is insane. Like I have been the host, co-host of the Influential Personal Brand podcast for five years, which means I have had at least once a week, right? That’s about how many we do every year, about 52 times five. So about 250 hours of free expert training and free consulting advice over the last five years. If you think about that at an hourly rate. So let’s just say I’m pulling up my calculator here, and we’re gonna do some math here together at 250 hours over the last five years times an average consulting rate. AJV (01:12): And we’ll just go somewhere kind of low, $200. That means it’s $50,000 of free training and free coaching and free consulting advice over the last five years that is not just helping me personally and professionally, but then I get to share it with people like you. And it helps me build my audience. That is a huge hidden perk of podcasting that I don’t hear enough people talking about, which is the amount of learning and education that you get from being the host. And I would say that too, as being the guest, like when I get to be a guest on other people’s podcasts, I learned so much about them, how they do things, how they got started even just listening to the way they ask questions. So not only am I learning how to be a better host, I’m also learning how to be a better business owner, how to be a better speaker or consultant, or all these other things that I’m interested in just by having conversations with people and a very targeted confined space. AJV (02:13): And it’s, it’s interesting because we all know that we’ve got about 50 minutes here to get a as much value in as possible, which makes you as the host ask better questions. And if you have a great guest, it makes them get to the point quicker, which means the value is rich. These, these aren’t hours wasted. This is real education time that you as a host and the guest get as a hidden perk of podcasting. So that’s number one is free education. Number one. Number two is it’s one of the best prospecting tools on the planet. So this, think about this as a second for this one specifically, it’s about being a host. As a podcast host. I get to do outreach, warm and cold to people Speaker 2 (02:58): That I would love to be on the show. And there’s two approaches that you get to take if you’re a host. One of them is, Hey, I have this awesome podcast called the Influential Personal Brands Podcast, and I ran across your name or heard you speak here or heard you on this podcast, and I loved when you talked about X, Y, and Z. You would be an amazing fit for my audience. And then I’d do a little sales pitch. Version two. Outreach is a sales outreach, which is, hi, I am aj, the c e o and co-founder of Brand Builders Group. I was looking at your stuff as a speaker and it looks like you could really use our help , right? I would never say that, but the same, this is the same effort, right? It’s like the person who would never take a sales call will most likely be interested in being on a podcast. Speaker 2 (03:48): The person who is not gonna take a a cold outreach to be a client will accept a potential cold outreach to be a guest on a show. Because being a guest on our show is the beginning of a relationship. It’s the beginning of a potential paid relationship. But most importantly, it’s just the beginning of a relationship. It’s no different than a sales environment. And so being able to do proactive outreach to have guests on the show is what I do now, whereas I used to do cold outreach for sales calls, now I’m doing it for podcast outreach. And it’s a natural transition where we’re both having a genuine effort of getting to know each other, asking questions, learning about each other, deciding if we like each other. It’s the beginning of a sale. It, it’s a relationship. So being a podcast host is one of the best prospecting tools on the planet because people are more willing to talk to you, and it’s about them being a guest on your show versus cold outreach for a sales call. Speaker 2 (04:48): That’s number two. And then number three it is an amazing opener for sales conversations, even if you’re not using it for that. I cannot tell you how many times as both a guest and a host, but for this one, it’s more guest specific. One of the reasons I accept tons of invites is because I know that this gives me an opportunity not only to talk about Brand Builders group, my company to their audience, but it’s also to introduce it intimately to a person that I’m having a one-on-one conversation to. They’re literally inviting me onto their show to talk about what I teach, what I do, in the way that I do it at Brand Builders Group. And at the end of that, I guarantee you, 50% of the time they go, you know what? We should probably talk more. We should probably set up a time. I’d love to learn more about what you guys actually do at Brand Builders Group. And so, being a guest in a proactive manner of loving what I do, providing value for free and talking about it with conviction, 50% of the time when I’m a guest on someone else’s show, they’re going, Hey, I’d really love to schedule a Speaker 3 (05:56): Separate call just to talk about what you do at Brand Builders Group. And so it’s an amazing sales tool tool. The same thing happens as a podcast host. Many people at the end are like, you know what? I’m so glad to be on the show. You know, I was reading up on the website and everything and I, I really would love to learn more about what you guys do. So there’s this, there’s this, you know, kind of hidden benefit of there is this outreach component where people are more likely to accept a call with you where they may not talk, take a coffee or lunch with a complete stranger, but if it’s them being interviewed on your show, they’re just a little bit more open to it. And then it’s an amazing sales invitation tool. It’s like, if you think about it an interview is like a, a an hour long sales pitch. Speaker 3 (06:37): ‘Cause What you’re doing the whole time is talking about what you do and how you do it and how you can help other people do it. And if you do a really good job at that, then the host naturally might be interested. And so there’s this dual benefit of an addition to expanding your audience, expanding your reach just sharing value. There’s all these other things that you get these hidden perks. You get education for free. There’s this outreach component that allows you to make new contacts, but you may not have gotten without an invitation to be on your show. And then there’s the bonus part, that’s the sales side. So those are the three hidden perks of podcasting that may not be so obvious to you, but have direct benefit when you host a show or you decide to be a guest on other shows. So go podcast

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