#SEJThinkTank: How to Use a Podcast to Build Your Email List by Jerod Morris

How to Use a Podcast to Build Your Email List

by Jerod Morris

#SEJThinkTank@JerodMorris

1. VP of Marketing for Rainmaker Digital and host of The Showrunner

2. Writer, teacher, showrunner, husband, Hoosier, and digital entrepreneur

3. I host five different podcasts4. I make remarkable guacamole and home-

made tomato sauce

#SEJThinkTank@JerodMorris

About Me

1.Yes, both2. Yes podcast, but no email list3. Yes email list, but no podcast

4. No, neither

#SEJThinkTank@JerodMorris

Poll 1Are you hosting a podcast and

building an email list right now?

1. Why start a podcast?

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Two key questions to start:

33% of people have listened to a podcast at least once – this has

tripled since 2006Approximately 106.3 million people

(source: The Podcast Consumer 2015 by Edison Research and Triton Digital)#SEJThinkTank@JerodMorris

Why start a podcast?

17% of people have listened to a podcast in the last month.Approximately 54.2 million people

(source: The Podcast Consumer 2015 by Edison Research and Triton Digital)

#SEJThinkTank@JerodMorris

Why start a podcast?

Gender split is exactly 50/50.

(source: The Podcast Consumer 2015 by Edison Research and Triton Digital)

#SEJThinkTank@JerodMorris

Why start a podcast?

Podcast consumers are:• affluent (36% make $75k/year or more)• educated (85% attended college)• highly engaged (average listener: 6x per

week)

(source: The Podcast Consumer 2015 by Edison Research and Triton Digital)#SEJThinkTank

@JerodMorris

Why start a podcast?

Awareness keeps growing.Market is attractive.Impact is obvious.

#SEJThinkTank@JerodMorris

Why start a podcast?

In other words …

#SEJThinkTank@JerodMorris

Now is still a perfect time to launch a podcast.

#SEJThinkTank@JerodMorris

1. Why start a podcast?2. Why build an email list?

#SEJThinkTank@JerodMorris

Two key questions to start:

The ROI is 4,300%.

(source: Direct Marketing Association)

#SEJThinkTank@JerodMorris

Why build an email list?

Email is 40X better than Facebook or Twitter for acquiring customers.

(source: McKinsey and Company)

#SEJThinkTank@JerodMorris

Why build an email list?

“A nurtured lead increases sales 20 percent more than a cold lead.”

(source: Entrepreneur.com)

#SEJThinkTank@JerodMorris

Why build an email list?

“95 percent of those who opt into email messages from brands find

these messages somewhat or very useful.”

(source: 2014 Mobile Behavior Report)#SEJThinkTank@JerodMorris

Why build an email list?

In other words …

#SEJThinkTank@JerodMorris

Now is still a perfect time to build an email list.

#SEJThinkTank@JerodMorris

#SEJThinkTank@JerodMorris

How to use a podcast to build your email list:

A Simple 4-Step Plan

#SEJThinkTank@JerodMorris

Step 1:

Develop, launch, and run a remarkable show.

rainmaker.fm/4elements

Authentic• Know yourself• Know your audience• Find the intersection

#SEJThinkTank@JerodMorris

A remarkable show is …

Useful• Educate• Entertain• Inspire

#SEJThinkTank@JerodMorris

A remarkable show is …

Useful• Educate• Entertain• Inspire• Offer companionship

#SEJThinkTank@JerodMorris

A remarkable show is …

1. Educate2. Entertain3. Inspire

4. Offer Companionship

#SEJThinkTank@JerodMorris

Poll 2What do you think is the most

important objective for a podcast?

Sustainable• Show up• Show up reliably• Show up reliably over time

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A remarkable show is …

Profitable• Direct• Indirect• Intrinsic

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A remarkable show is …

#SEJThinkTank@JerodMorris

Step 2:

Craft a compelling incentive and offer.

1. Something so good, they can’t say no.

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What is a compelling incentive?

1. Something so good, they can’t say no.2. Something they can’t get anywhere

else.

#SEJThinkTank@JerodMorris

What is a compelling incentive?

1. Something so good, they can’t say no.2. Something they can’t get anywhere

else.(Don’t be afraid to give away your

best stuff!)#SEJThinkTank@JerodMorris

What is a compelling incentive?

#SEJThinkTank@JerodMorris

What is a compelling incentive?

rainmaker.fm/showrunner-report

1. A free report

#SEJThinkTank@JerodMorris

What is a compelling incentive?

1. A free report2. Timely email-only

content

#SEJThinkTank@JerodMorris

What is a compelling incentive?

1. A free report2. Timely email-only

content3. A free course

#SEJThinkTank@JerodMorris

What is a compelling incentive?

1. A free report2. Timely email-only

content3. A free course4. Access to a community#SEJThinkTank

@JerodMorris

What is a compelling incentive?

#SEJThinkTank@JerodMorris

What is a compelling offer?

1. Urgency (Why should I act now?)

#SEJThinkTank@JerodMorris

What is a compelling offer?

1. Urgency2. Scarcity (What’s

the point?)

#SEJThinkTank@JerodMorris

What is a compelling offer?

1. Urgency2. Scarcity3. Convenience

(How do I get it?)#SEJThinkTank@JerodMorris

What is a compelling offer?

#SEJThinkTank@JerodMorris

Step 3:

Communicate that offer consistently

“When you get sick of saying it is about the time your audience first starts paying

attention to it.” – Jonny Nastor

#SEJThinkTank@JerodMorris

Communicate consistently

#SEJThinkTank@JerodMorris

Step 4:

Deliver on (or exceed) your promises

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Step 4:

Transform your audience.

1. Background designed by Rafal Tomal2. All other images are logos for shows I host. Used

with permission.

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Image Attribution

Our designer will create a snazzy final slide with your name & the moderator’s name for the Q&A Session. It will look something like this:

#SEJThinkTank@YourTwitterHandle

Final Slide