How to successfully launch a top 100 podcast with Gloria Zhang

Tune in as we discuss top tips and strategies for launching a podcast into the top 100 charts. We talk about the logistics of launch parties and giveaways, how to title your episodes with SEO in mind, and using your podcast to drive high-ticket sales!

For the full show notes and access to resources mentioned in this episode visit https://www.easyscaling.com/blog/episode4

Today we are talking with Gloria Zhang, who was actually a big part of the inspiration for starting the Easy Scaling Podcast!

Gloria is a quirky and relatable Relationship Coach, known for her Top 100 show The Inner Child Podcast. Gloria helps high achievers permanently break patterns of toxic love and create wildly successful secure relationships through her unique Inner Child methods.

In our conversation, I ask Gloria to share all of the behind the scenes details on how to launch a top 100 podcast, so if you’re looking to launch your own then you are going to love this episode!

Topics Discussed:

• Using a podcast to drive sales (95% of Gloria’s high-ticket clients come from her podcast)
• Logistics of launch parties and giveaways to boost your podcast
• The importance of promoting your podcast and tips for guest promotion
• Repurposing your podcast for IG Reels, Tiktok, Youtube videos and blogs
• How to title your episodes with SEO in mind to increase your listenership
• Why it’s important to understand what type of people listen to podcasts

Transcript

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Ep_4 - How to successfully launch a top 100 podcast with Gloria Zhang

Jordan: All righty today, we're talking about how to successfully launch a top 100 podcast. My guest is Gloria Zhang. She is a relationship coach and she helps high achievers, permanently break patterns of toxic love and create wildly successful, secure relationships. She is very well known for her top 100 show the inner child podcast and she's less well known for the fact that she was the inspiration in me starting this podcast. So I've wanted to start a podcast for forever. We're gonna talk about this, , in our interview, but she talked about how successful her podcast was, how she launched it, how she was so successful and I just had to do it.

And so she has really helped me on this journey. And we're gonna talk about all of the fun things that she recommends. So I hope you enjoy this conversation.

All right. Welcome everyone. Welcome Gloria. I'm so excited that you're here. 

Gloria: Thank you, Jordan and congratulations on the podcast. How exciting. Yeah, 

Jordan: thank you. We were just talking about how meta this is gonna be, because this is gonna be one of my first episodes. as soon as I launch and actually you are.

Part of the inspiration of me even starting a podcast. Did you know that? 

Gloria: Oh, Jordan 

Jordan: I really, I mean, I mean, we're gonna talk all about launching a podcast so that that's the meta part. Yeah. But truthfully, I have wanted to start a podcast for forever. I. and you did this, 10 minute, tactic talk in the mastermind that we're in together all about launching.

And I was like, yep, this is the sign. This is it. This is what I need to do. And, I like to. Do things, the right way in air quotes, cuz I'm in engram one, which people are gonna get tired of me saying but hearing you talk about how to launch and how to launch really well is what got me super excited to just do 

Gloria: it.

Yes I'm. So you know what? The funny thing is, Jordan. you know, for those listening, I, I absolutely adored Jordan. Jordan actually did her 10 minute TA tactic around systems. And you were one of the inspirations for me hiring my first OBM, like literally two weeks ago. oh my gosh. I'm so excited. Full circle.

Yeah. I mean, that's funny just for you guys, listing Jordan really knows her. um, she's awesome. And I would trust anybody in her hands. So I just wanted to put that little love letter out there. oh, thank you. 

Jordan: I love it. Yeah. systems SOPs. I can nerd out on, out on that stuff all day, for sure. Mm-hmm but we're gonna nerd out on podcast launching, and maybe to start, you can give some context about what you do, but also your podcast.

What it's about when you started it, things like that. I think that would be helpful. 

Gloria: Yeah, for sure. So I think if anyone does know me, it's mainly through, my podcast, it's called the inner child podcast and we've been in the top charts, for about a year or so. So just as a bit of background, I am a therapist who moved into the coaching scene.

and I work in the dating and relationships industry specifically around ambitious women. Who feel like they're trapped on this revolving door of being in toxic or immature relationships. and we help women break free of that. but you know, in terms of the topic for today, I think starting that podcast and using the podcast to scale is really what pushed my business forward.

Gloria: And I've just been in love with podcasting ever since. . 

Jordan: Yeah, it seems like such an easy way to show up are this is another thing that I've been asking everyone. Unintentionally, are you an introvert or an extrovert? 

Gloria: I'm an introvert, which is why I prefer the podcast and not the YouTube. yeah. 

Jordan: I've I've been finding that a lot of introverts enjoy doing a podcast mm-hmm and even like interviews.

Like, I'm an introvert as well. I'm like a social introvert. And I find that they're really fun cuz they feel really intimate and like just conversational. And I love them. I love them so much, but it can almost seem like you're an extrovert when you're doing a podcast. Yeah. 

Gloria: I think I'm the same as you Jordan, a social.

Introvert or, or ambivert, whatever they call it. And, you know, I had considered going the YouTube route. Folks have said that to me, but you know, the idea of always like having my hair done and the camera combined with the speaking, you know, I think there's a reason why I. I,kind of put that off for a long time, but you're absolutely right when you're, when it's just you on the microphone, you can be in your jammies.

It could be like 11:00 PM at night. You could be like a total mess. but it doesn't matter, right. Because. You're focusing on your voice and just the thing that you're talking about and not worrying so much about, like, how do I look on camera? like how my, how do I look like I'm engaged? Like, do I look like I'm being social?

Yeah. It's just, it's just you and, and the microphone. 

Jordan: Yeah, totally. So this is actually a question I was gonna ask you is, do you, do you do interviews on your. . 

Gloria: Yeah. not every episode, but, once or twice a month, we do have some interviews. 

Jordan: Okay. So is it like a regular, I I'm curious about this, obviously.

Cause I'm curious to launch, is it regular? Is it like a, a structured schedule or is it just kind of like when you feel like bringing on a guest. 

Gloria: In the past it's been kind of random I have to say, but we're introducing more of a schedule now just to keep things more organized. So I think.

I mean, if we're those listening who are wondering about, you know, who should I bring on as a guest or how do I even start that process? I think it's helpful to bring on experts that kind of fill in the gaps of whatever your personal expertise is. So I'm not gonna bring on someone in a completely different field, but I might bring on someone who has a slightly specialized niche.

So for example, In the realm of relationships, I'm not necessarily an, a sex expert, although that's part of what I do, but that's not the main focus. So I might bring on, let's say a sex therapist or a sex expert to kind of just fill in that, that missing space. 

Jordan: yeah, that makes complete sense. Yeah. I, so I am only doing interviews at this point.

Yeah. Which that's me. That's where you get started. Yeah. That's what I've heard. And, I have a hard time imagining just doing a solo episode, but I'm sure I'll come around to it and evolve in ways that I don't expect right now. but I, I like to do the conversation thing, so like, For me, this is easier just for like the way that my brain works.

I process information out loud and in conversation and, and all of that. So, it's definitely easier for me. And, and I think that's one of the cool things about podcasting is that you can do either or, or both, or whatever you wanna do, which is really unique and interesting. And again, as an introvert, it's easier for me to do this than like an Instagram live or something.

Mm-hmm 

Gloria: yeah, totally agree. Yeah. 

Jordan: So let's talk about some of these launch strategies that you recommended in your 10 minute tactic and you gave some additional ones to me after the fact, when I, I started, reaching out to you and I was like, okay, tell me, tell me more, tell me all the things. Yeah. So I just kind of wanna run through some of these and then we'll see where the conversation goes.

the one that was the most intriguing and exciting for me was this concept of a launch party. So can you explain what that is? 

Gloria: Yeah. I love the launch party because especially if you prefer doing the interviews. It's a great way of leveraging other people's audiences, just to sort of put your podcast on people's radars.

Right? I think the, the question I hear often is, well, how do I even get people to listen to the podcast? That's sort of the, the first, big step. So with the launch party, you basically gather a few just like what you're doing right now, Jordan, this is so meta. you gather some other folks to bring onto your podcast, to do episodes and your launch partner basically promotes their episode to their audience.

So, I mean, afterwards, obviously I'll share this episode with my. And say, Hey guys, I was on this awesome new podcast with my friend, Jordan. you know, go check out the episode, subscribe and listen. And it's a really great way to get like a huge boost of downloads and traffics, all traffic all at once at the very beginning.

yeah. And build your audience that way. 

Jordan: Yeah. And I. You know, cuz it's all, I mean, it's very intuitive to like hear that, but what I, the piece that I was just like, oh, I had never thought of that before was doing it all on the same day, you know, mm-hmm so that launch day being when you drop everyone's episodes and then everyone goes and promotes, theirs to drive as much traffic as they can.

I was just like, oh, that's so genius, duh. And I think one of the other things that you. Mention was doing some type of contest or giveaway. and so I'm actually layering those so that when my initial episodes drop and I think you recommended like five to eight to drop on that first day, I'm also doing a giveaway, which I thought was like, An easier way for me to like, ask people to do the promo on day one, I was like, okay, well, you're not just promoting your episode.

You're also promoting this giveaway, which is a ton of different things that people can, can, Randomly when, if they do these certain things where they like leave a review or whatever mm-hmm so it's just another thing, cuz the reviews are a big part of what's important, right? Yes 

Gloria: mm-hmm yeah. It's sort of, you get, you kill two birds in one stone, right?

So as Jordan was saying, part of the giveaway that you can do is having people leave a five star review and then you can just go in and check them and what the reviews does. Further boost the algorithm to push your podcast up into the, the charts and the algorithm likes big explosive boosts of activity like that.

And you'll get seen by more people just by, you know, having all of this stuff happen at once. So, and it's great. And it doubles. sort of a leeway for new folks coming in because they're gonna see all the reviews. Right. and then that will increase someone's likelihood of clicking on your podcast and subscribing.

So yeah. Three birds. Yeah. With one 

Jordan: stone yeah. It's awesome. and the reviews, I think, I think the reviews gets overlooked, but like as a listener, and I didn't realize this until I kind of like started getting into this whole podcast launch mm-hmm , as a listener, that's kind of the only thing, the only signal that I have as to like the popularity of a podcast.

Right. Or, you know, anything like that, that that's really the only number that I can see from the outside. Exactly. Mm. Yeah. 

Gloria: Yeah. And with the reviews, I. I've done. And I think I've talked to you about this too. You can also have people like, even post launch, write a five star review in exchange for like a freebie or something.

And then now you've got a new lead system , which is even more awesome because the people that are actually put in the work to leave reviews, they're already your fan. and they're the kind of person that's very engaged and would. you know, further down, down the pipeline, become a client. And so I've gotten many clients that way.

Oh, that's so five birds of one stone. 

Jordan: oh my gosh. It's just perfect. You have to do it this way. Says my annegram one. So. Yeah. So I actually did that and I actually went and listened to your podcast and oh, thank you. Went all the way to the end and listened to your little spiel at the end. cause I like to do research on how should I be doing this?

So I have listened to a lot of intros and outros and trailers in the last like month. And I did, I recorded, I pre-recorded a, an outro that thanks people from for listening and. Entices them to leave a five star review in exchange for a freebie. And then I'm planning on putting the instructions for like, how to get that, like how to submit your review to me, in the show notes and like on the, the blog page.

but how do you facilitate that for people to get the thing that you're promising them? 

Gloria: Yeah. So at the beginning, I just, I had like one intro, one outro, but since I've kind of, you know, the podcast has been around for a little while. I have different versions of that now just to, to not burn up the audience, but that's, that's more of like a later on thing.

Um, you don't have to worry about that right now. . but at the moment I kind of just introduced that organically inside the episode. So I used to, I used to have it at the very end of the episode saying, if you leave a five star review, take a screenshot and send it to this email and you'll get this freebie.

but now I will also mention it like at, in the middle of an episode or sort of just organically. Slide it in. So for example, like, Hey, like if you wanna learn more about this topic, it's actually in this awesome new freebie that we have. And if you wanna get the freebie, just leave a five star review and send us a screenshot and boom, there, you have it, it doesn't feel salesy or like, like an advertisement.

Gloria: It kind of just, you know, you can weave it into, whatever topic you're talking. . Yeah. 

Jordan: And you're doing that on the fly. You're not like recording it as an ad separately and then putting it in the middle. I 

Gloria: have done in the past, which I think works in some situations, but, you know, since like, I've, I've have, I think around 60 ish episodes at this point, I'm just so used to saying it, you know, that now I can just weave it into the, the 

Jordan: dialogue.

Yeah, that makes sense. Yeah. I'm I'm fine. You'll get there. Yeah, for sure. It reminds me, I feel like I just talked to somebody about this today or the other day. And it was when I first started my initial business and like learning to say my elevator pitch. And then eventually you get to the point where it's like, you, you literally don't even have to use like any part of your brain.

It just like comes out yes. Can imagine that it's kinda like that. Yeah. Okay. So let's talk a little bit, let's bounce around. Let's talk a little bit about how you promote and use your podcast. So do you have kind of like a structured plan for how you promote your episodes? Mm-hmm 

Gloria: yeah. So that's the, the, the promotion part, I think is very important.

I think for a lot of beginners, they, they put so much effort just creating the episodes. They, they kind of, you know, run out of energy when it comes to promoting. especially if you're on a schedule like I am, so we have episodes coming up every single week. and I do have a team around it now. So, you know, if you're starting out, I do recommend at least hiring a VA to do the editing piece of it.

because personally. Not within my zone of genius and I, I just wanted to focus on content creation. so we do have a system right now where the podcast gets released, have an editor that creates like a sound bite. So it's like a little, visual. Of a, a, a highlight or snippet that you can share on social media.

so we automatically post those tag, anyone who's related to it. And it goes out in this email blast as well. and sometimes we repurpose it by sharing it into Facebook groups or turning it into, like a content post. But usually it's just the stories, the email blast, um, and the Facebook group, just to let folks know that, Hey, Brand new episode, like here's the, what we're talking about.

and leaving some mystery. So that folks feel like, oh yeah, like I wanna go listen to this thing. yeah, I think that piece is really important. Yeah. But the thing about podcasts is. , these are larger pieces of content, right? It's not like a single post on Instagram. It just kind of, you know, disappears into the, the UN you know, like it goes into the oblivion, like after a few weeks, but with the podcast episodes, you can always like refresh your audience's mind and say, Hey, like, this was episode 14 or this was episode 21 and you can constant, you can like consistently over time keep promoting the same episodes over and over.

so I think that piece is really 

Jordan: helpful. Yeah. It seems like it's just a gold mine of content that you can always tap into. and I know. You do so the audiogram is one thing and, and that was one part, partly one reason why I hadn't started a podcast previously is because I wanted to get to a point where I was just like, so comfortable, financially being able to invest in, in the people that I, I knew I needed to help me.

so that I. Very, I could guard my time I guess. Cause that was the big thing that I was so nervous about. And I think I asked you maybe was like, how much time are you spending on this? Cuz I need to make sure it's not gonna like be too much or be overwhelming. And so hiring out the editing was a non-negotiable for me when starting mm-hmm and the editor that I.

Jordan: I have hay Phil he does the editing. He posts it, like uploads it for me. He does the show notes and the transcript mm-hmm and then, he does an audiogram. And so right off the bat for every episode, that is all just done. Yeah. Um, mm-hmm but then it sounds like you take that audiogram. Put it on stories, put it in a Facebook group.

put it out into an email. Do you repurpose any other of the content, like, like immediately with new episodes to turn them into any kind of other posts or content mm-hmm yeah, 

Gloria: we're at, so that's why I hired an OBM . we're trying to refine this process. I like the word you use goldmine because now most of my episodes, the, the solo.

Are purely audio. So there's no visuals. but we have been going back to the old interviews and saying, holy crap, like this can turn into like a, a real or TikTok or something. Right. And we have gone, gone back and taken client interviews and turned them into a testimonial pieces. but I. When it comes to like, you know, like reusing these things there, there's like a whole world of things that you can do.

I mean, you can go back to old clips and turn them into YouTube videos. like I mentioned, you can turn them into tos and reels or repair, purpose them into like blog articles. Like there's just so many things that you can do. 

Jordan: yeah, it's, it's almost overwhelming. I'll be honest, like thinking about, and, and I've been trying to keep my head down a little bit and because I am a perfectionist and I know a lot of my clients are perfectionist as well.

And I just had a mastermind call this morning and several of the gals mention things about like, oh, well, I'm gonna wait and do that once. I'm able to like also write the nurture sequence and also do this. I'm like, No, no, no, like let's just put it out there. Like just start and then you can, you can add on later, right?

So I started to create graphic templates. I, I like to dabble in Canva as a fun thing. , even though most of the time I outsource it to someone on my team, but, sometimes it's something I like to do while I drink wine and watch television . and so I was designing all of these templates and I'm like, oh, well I need to make one for video and I need to make one for this.

And then I was like, oh, okay. I can feel myself getting. Kind of overwhelmed, trying to figure out exactly what it's gonna look like. so just, just stopping yeah. And starting us with something that feels doable in the moment mm-hmm . but yeah, it is, like you said, it's, it's a gold mine and there's so many things you can do with it, with written and audio and video and, and.

Graphics and yeah, there's just so much. Yeah, that 

Gloria: was me with the editing process. Like at like two in the morning on like the free version of a audacity going like, oh shit. Like I deleted the most important part. How do I get it back that moment? When I thought I can't do the shit, sorry. I'm not sure if I'm allowed to swear.

I was like, I need to hire, I don't need somebody 

Jordan: oh yeah. That's that's good. Yeah. I think it, I think it's critical. You know, this is somewhat related, somewhat not, but like generally I think in our business, we, we can sometimes not see those places where we're doing things that we shouldn't be doing.

Like I have a client who has an amazing podcast and she's still doing her own editing. And I just got off a call with her 30 minutes ago. And it was like, Nope, we're ending this right now. Like you are going to hire this editor, because it just doesn't make sense if we're, if we're at the point where we're trying to find where we can.

Get your time back. Like those are some of those obvious things that just have to go mm-hmm but anyway, side note soapbox right there. Sneaky time 

Gloria: sucks. 

Jordan: Yes. Yes. They can be sneaky for sure. So. another thing that you had told me about is how you use your podcast. And you said some crazy statistic. It was like 95% of your high ticket clients coming from your, from your podcast.

Mm-hmm or something like that. Yes. So feel free to correct me, but tell us how you do 

Gloria: that. Yeah. This is one of the reasons why I love having podcasts as my main,audience. Right? So the podcast. The average person that listens to podcast is, is very different than the kind of person that goes on YouTube or Instagram.

So, I mean, I, I mean, we fall in this category obviously, but they've done a ton of research on, you know, who are people who listen to podcasts and podcasts listeners as a whole tend to be more higher educated. They actually make more money. I think the average was like the average podcaster, Makes at least $75,000 per year, the average podcaster is also the kind of person that seeks out solutions to things, right.

That's why they're, they're finding your shows. they're downloading your episodes and they will literally listen to the entire episode. Right? I mean, If you look back to your own, you know, Spotify, you probably listen to probably the majority of the episode. , I think that's just the kind of people that we are we love to consume.

We love to learn and to educate ourselves. and you might find that if you really think about it, this type of audience sounds a lot like the ideal type of client for a high ticket to program, right? You want folks that are committed, who can afford the program and who are really committed to learning and to do the work.

And so from the get go, anyone you kind of pull in from your podcast already is your ideal client, which is awesome. . 

Jordan: Yeah. Well, if I think about my own podcast listening habits, which I hadn't thought about previously to this process, It has really informed how I've decided to structure things. so instead of doing short form, quick kind of interviews, little snippets, how tos kind of boom, boom, boom questions.

I'm finding that the windy conversations are more fun for me. Yeah. And then if I look at what types of podcasts I personally listen to that aligns, like if I see that a podcast is 20 minutes, I don't listen to it. Mm-hmm and that's just a personal thing. And, and so it's been a fun. exploration of my own habits and then mirroring that because I find that that's usually the easiest way to find joy in something is to do what you would want to do if you were on the other side of it.

but you're right. Like if I think about the podcast that I listen to, I always listen to the whole thing, even if, even if it's like a one hour, two hours, sometimes like three hour, like I really like long form interviews. even if I just listen to a part of it, I always go back to it. Mm-hmm and I finish it.

Jordan: Always, unless it's just like terrible and I didn't like it, but that's pretty rare. Right. cause, and, and I think this is something I have a friend who's really into podcasting and she said, podcast listeners are very loyal. Like when they get linked up to a show, like they listen to every episode. And again, I see that in my own behavior.

I am the person who, I usually know that the, that the new episode has dropped because I've checked before the person sends out the email to their list, letting them know. 

Gloria: Right. yeah, I'm the exact same way. I've got probably three or four on rotation that I've been listening to for like years. And I already know when the episodes come out.

Right. It's like every Tuesday, go on Spotify. There it is. You don't have to tell me. . 

Jordan: Yeah, it's so funny. okay. So some of this other, like really tactical stuff that you had mentioned, one of, one of them that I actually haven't, taken action on yet, because again, we're doing this in a very matter way and that my podcast has not launched.

I mean, obviously has once people are listening, but, the titling. The titling of the episode. So I haven't titled my episodes yet. Partly cuz I was excited to have this conversation with you and dive a little bit deeper into it. But you mentioned that SEO is really important when it comes to podcast titles.

Mm-hmm so tell us about 

Gloria: that. Yeah, I mean. The reason that folks are coming to you right. And finding your podcast is because they're searching for solutions and answers around what your topic is. So, so you, you did the right thing, Jordan. I usually don't write the title until after I have recorded it, I have sort of like a working title.

And as you know, spontaneous ideas come up, I, I will sort of rework it into a different way. I don't real know if this is what, you're referring to, but I, I think I mentioned in that tactical video that it's, it's a really good idea to use titles that are things that people are actually searching.

right. And so you might have noticed in some of my episodes, some of the titles are literally just questions, right? So things like, like, you know, why do I keep attracting this kind of person or. I don't know, do anxious and avoidant people. Are they a good match? Right? Like these are actual questions that my audience is asking and actively looking for answers to.

and so people find me like just on Spotify or Google or apple, just from typing in those, those things. this is a new thing I have, we haven't talked about, but I'm actually gonna start the sort of like blog on my website. where every episode will get its own blog. and that will sort of, you know, get bumped up on Google for folks that are like searching those specific questions.

yeah. So I think the, the tactic here is to really get inside your ideal clients' head and say, When you were that person or, or if you were that person, what is it that you are Googling on, you know, on the internet at like, like 11:00 PM at night, right. When you're having like a bad day, like, what is it that you are like searching for answers to, and that will probably become your episode title.

Jordan: Yeah. I thought that was so helpful and insightful. I wanna drill down into the nitty gritty here. And do you find that if it's phrased as a question versus a statement that it makes a difference? Mm-hmm . 

Gloria: I, I have thought that as well. I, I asked that to my editor. I was like, is there any difference here?

no, we've actually experimented with things like, should we add a question, mark? No question mark, like short or long? I don't know if I have a clear answer to that Jordan, because it's been a little bit all over the place, right? So sometimes the questions do better than the statements. but if you look at everything as a whole, I think it, it boils down more to.

like does the audience see themself in, in that title? If that makes sense? Yeah. Yeah. 

Jordan: It 

Gloria: makes complete sense. Yeah. I have used questions. I have put it as a statement. I can't say I've noticed any like drastic difference between the two. . 

Jordan: Yeah. And are your titles fairly long? Cuz I know as I've started to kind of think about and brainstorm some of the topics of interviews that I've done or the titles for interviews that I've done, I'm like, oh, is that too wordy?

Like does it need to be short and in snappy or can it be kind of more of a, a longer, deep, more detailed question? 

Gloria: Yeah, you can definitely do a longer title, but something to keep in mind is if they're searching on their phone. So on Spotify, for example, I think sometimes depending on the device, it will only show like the first five to seven words of the, of the episode, right?

Like, and then you'll show like the.dot dot. so you can use a longer title as long as the hook or the meat of the episode is. Described in those few, those first few words, right? Yeah. Because that's what people are seeing. 

Jordan: Yeah. So that was my, that was really why I wanted to ask you about, does it have to be phrased as a question, cuz I know you had mentioned that before because I was finding like for instance, How to prepare for maternity leave.

Like it just starts to get really long versus like preparing for maternity leave, you know, dot, dot, dot, whatever. seems like you would get some more, some of those more important words would have the real estate, just in case it does get cut off rather than having to put kind of the question words at the beginning.

That's just what I've been, trying to figure out 

Gloria: logistically. Yeah. Yeah. Those are definitely things you can totally test out, and kind of move around. Right. So, yeah, I mean, if you really wanted to shorten it down, you could always put something like, you know, maternity leave. 1 0 1 or prep or something.

but I feel like sometimes having the question form, almost can work better because it sounds like something that you would say yourself, right? Like mm-hmm, like, it's like the audience can see themselves in that title because that's a question that they are literally asking themselves all the time.

Gloria: so, yeah. Yeah. That's a good question though. That's 

Jordan: true. Yeah. Yeah. I'm gonna have to experiment with this and, everyone listening results to be announced. we'll see how it goes. 

Gloria: ad testing . 

Jordan: Yeah, for sure. So when you started your podcast, going back to the beginning, was it just solo episodes? Yeah. 

Gloria: Yeah.

It started off as solo episodes and largely remained. So, I gotta say that when I first launched, I didn't even have a program yet. it was ju I mean, I was, you know, I was working as a therapist and, um, a one-on-one coach at that time. but you know, I grew up kind of listening to like all the, the big podcasts.

I mean, like Tim Ferris, I listened to Joe Rogan back in the day before he got controversial. Like I listened to all his stuff. even like Catherine's Zena's podcast, like all, all the big ones, right. I, I listened to all of them and I've been wanting to start my own for such a long time. And I started mine during the pandemic.

I thought, you know what, screw it. I might die anyway. Who knows? Just gonna start and start this thing and see what happens. I think I developed my program and really kicked off my business as a result of the podcast. So for me, it was kind of the other way around. . . 

Jordan: Yeah, so it, I don't think that's actually uncommon.

I've talked to several people who have started podcasts, who it was almost like a passion project at the start. Yeah. And then you reached this point where you're like, okay, I have to kind of get serious about this. I think exactly. So that's it. It's interesting that that I think is really common. Mm-hmm so we were talking earlier about the.

The way that you use your podcast to sell, people into your high ticket one on one or your high ticket programs generally. So what are some of the like practical things that you, you do to get people from listener to client? 

Gloria: Yeah. You know, I might be biased in this , but I personally think. selling your own products and programs is a much better use of your time than trying to become an affiliate.

So there's different ways that you can monetize a podcast and I have done, you know, I've. Some of both. you can obviously go the affiliate route or have someone pay you to insert advertisements into your podcast, but unless you're raking in like thousands and thousands of listeners, you're making pennies at this point, right?

Like they might pay you. I only like per downloads, or, you know, per, per affiliate link and. It can be a way to fund the podcast, but certainly, you know, it's not going to fill your programs. Right. So, you know, I will just put it out there. I have made multiple six figures just off the podcast alone selling my high ticket program, because if you're gonna sell something anyway, why not just sell your own program, right.

Like, yeah. It makes so much more sense. Plus everything like all your content, all of your client highlights, you know, it's all sort of tying in and, and going back to the same, end goal, right. Which is to, to get people. In as leads. so yeah, I sell my own programs on the podcast and I have done it in multiple ways.

So in the past I have done like a mid real ads. So sort of like in the middle of the episode, I'll say, Hey guys, we're gonna bring you back to the episode, but first I wanna tell you about. You know, X, Y, Z, um, and sort of insert it in the middle. But recently, like I've mentioned, I've been trying to do things more organically by weaving in, you know, little drop little nuggets of, Hey, I'm offering this thing if it ties in with the episode.

and that, that seems to work really nicely. So yeah. Sell your program. 

Jordan: yeah. And I find. it kind of just happens naturally if you're having the right conversations on your podcast. And I think every episode that I've recorded so far, it's like, at some point it comes up what I do. It's not like I'm sitting here with a script trying to insert like, oh, by the way, this is what I do and who I help.

And like, you know, it, it just. I can't help, but talk about my clients. I can't help, but talk about, what I'm doing, because I'm doing that on a daily basis. And, and usually it's adjacent to whatever I'm gonna be talking on the podcast anyway. Mm-hmm so yeah, that makes total sense. You mentioned ads and, and I'll, I'll differentiate between two types of ads.

One is like what I think people think about when they think about. Monetizing a podcast, which is like getting advertisers on their podcast. Mm-hmm, getting sponsors, whatever, which, I mean, I don't wanna rule it out that I won't do that at some point, but it's not really on my radar right now. what I definitely am more interested in is like doing ads for myself, which is what you were mentioning.

 having some type of free recorded content about a freebie or about a program or about something that you put either beginning, middle or end. who do you use for like, I don't know the jargon very well, but like uploading your podcast. Mm. 

Gloria: I use some bus sprout, which I'm definitely a fan of. 

Jordan: Yeah. I really like that.

Okay. Yeah. That's what I'm gonna be using too. And. Uh, they apparently have this thing where you can upload, like ever not evergreen, but like, fresh content, like fresh ads that will then go to every episode. Have you experimented with 

Gloria: that? Yeah, I've tried that out. I don't really like it because.

Personally, I think when you're just starting off, you can totally use their features. Like buzz spread has a lot of great features. they have like, you know, like magic mass, like audio mastering and things like that. But at this point in my journey, I like to sort of tailor things like specifically to the episodes and kind of weave things in and I'll have my editor, like, I'll be like, Hey, like let's squeeze this in before this, before I talk about this thing.

Or before I talk about this thing, Because I feel like mature audiences of podcast listeners, like those who have listened to podcasts for a long time, you kind of start tuning out things like when it becomes very automated, right. Or it becomes very repetitive, um, or you kind of just learn to skip past them.

So. You know, as a bit of like, I guess marketing philosophy. I, I always think that the best kind of marketing is when, you know, people don't think they're being sold to. Right. Mm-hmm , um, where it's just sort of part of the content itself. So that's just kind of my, my 2 cents on it. I'm not, not to speak for everyone.

Jordan: yeah. I, I can definitely see how that would be beneficial to tie whatever you're promoting to the topic that is, you know, that people. Excited to, to learn about, right? Yeah. it's gonna be more salient that way. I think what I'm excited about this. Particularly because I'm in this launch phase is I want to have some information that is very launched specific that is only going to, going to be relevant for about 72 hours when I launch.

And so what got my wheels turning was like, Ooh, I could record like a special thing about this launch about the giveaway that I'm doing. Mm-hmm and have it play at the beginning of my launch episodes. And then once it's over, I can take it out. Oh. So that people don't have to listen to this irrelevant information type of time.

Yeah. That's what I was thinking. so I think there are some cool things that you could do with it, but I hadn't, I haven't really explored it further. 

Gloria: that's a great idea. 

Jordan: Thanks. Thank you. every once in a while, every once in a while I get those. so, so maybe I'll tell you a little bit about what I've done so far to prep for my launch, and then you can let me know if you see any other opportunities or gaps or things where I could, do better because it's, this is like a special, unique time.

So I'm taking your advice on the launch party. Mm-hmm and I'm gonna release about five to eight episodes, all interviews on the same day, and I'm doing the giveaway along with that so that everyone can share that information to their audience. So it's not like, just go listen, but go listen and review it.

Cuz you could win, you know, $5,000 worth of stuff. Um, Ooh. Yeah. Tasty, spoiler 

Gloria: alert. 

so that's one part of it. I. since you don't do a ton of guests, maybe I'll just touch on this a little bit because you do some guests, bring on some guests, but I have kind of like an application process set up where if people want to be guests, they can apply.

Jordan: And then, if I think they're a good fit, I can send them the link to book and, and we can sort that out. And then there's, you know, some, some fun, nuts and bolt stuff that my team is working on on the back end of that. Moving forward. I will say that I've been really impressed with how many people I've gotten to apply already.

I think I've had like 30 people apply to be on the podcast already. do you have any tips for that side of things on like finding good qualified guests for the podcast? 

Gloria: Yeah, I do. So first of all, Jordan, that sounds awesome. That's really exciting. yeah. And you know, one thing that, you can, add that is sometimes when guests don't really know how to promote things to their audience, um, I can send them like a, a template email, right.

Of saying, Hey, like if you share this with your audience, you can just copy paste this thing that I've written for you already. I think it kind of takes the, the guesswork out of. um, or like send them like, like literally give them the, the images and like the promotional materials with all of like the captions and stuff already written.

Right. So it's just easy peasy. and send it out that way. in terms of finding more guests there's, I've done some, I have like certain ways that I I've tried out. So. if there's obviously, you know, starting with colleagues and like people that, you know, personally, but I think when it comes to outreach building those relationships is really important.

So I might reach into the DMS of someone that I see on Instagram and say, and start off by sort of establishing your authority. First of like, Hey, we've got this, you know, top 50 podcast or whatever, and make it relevant to them and their audience. Right. Because. I think, you know, to be a guest on a podcast is pretty exciting, right?

It's like, Ooh, you know, I get to, be on someone's show. and sort of, you know, framing it in a way that yeah. Like I'm gonna expose you to my whole audience. Like, wow. Like how cool is that? And, and here are some specific things that I'd love to ask you. and, you know, have you share with our audience? I think that's a very enticing.

uh, especially when you're, when you're doing outreach. so I think, yeah, that would be, that would be my recommendation on finding you new people as guests. Yeah, I think. 

Jordan: I think that's why it's been, I won't say it's been easy. It's been fairly easy. I think to find guests. I mean, and it's partly because I have a decent network, but also because it is a give, like, it's an ask, like I'm asking you to do something for me and I appreciate you being here.

Right. But it's also a, a give and that you are getting exposed to more people. You get to share your personality, what you do, like. It's all around a good thing. I don't know if I've ever turned down an invitation to be on a podcast. Mm-hmm I mean, I guess it would have to be like really misaligned right?

Yeah. But on the, on the promotional materials. So I'll just ask you specifically, I'm planning to give, some graphics, of course mm-hmm and like some little blurbs and the information about the giveaway that can be shared. Mm-hmm , I love your idea of doing like swipe copy for an actual email.

Yeah. So that you, you really don't even have to think about. Okay, well, what would I say to like, just write it all out in full and. It's easier to customize, and put your personality in it. But when it comes to the graphics, because I don't know about you, but when I'm on other people's podcasts and they share the graphics with me.

sometimes I feel like I can just automatically share that, but sometimes if the branding is very different from my own branding. Yeah. Mm-hmm , I'm like, uh, I just can't put that on my, on my feed. Right. Like I can put it on my story, but I'm not gonna put that on my feed. So do you think it would be beneficial to actually get access to like a Canva template that you could go in and customize?

Oh. To like your brand colors? 

Gloria: Yeah. That's a good, I hadn't thought of that. That that would be actually a good idea. Or if they have their own. like editor or something like you could take just the basic information, like the, the basic photos and have that in like a bundle for them. Yeah. So that they can just, you know, shoot that off to their design person.

Yeah. That's an awesome idea that, well, thank you. Okay. Well, 

Jordan: see, this is good ideas coming conversation. I'm in conversation. yeah. Okay. That, that makes a ton of sense. I mean, I think I'm fortunate that I, that I have been on other podcasts. So I, I can kind of see where there's potentially been breakdowns or opportunities for improvement in that I would've promoted it more if you know, things like that.

I think also what I'm planning to do is try to get like, give people at least two weeks notice. Do you feel like that's an appropriate amount of time to be able to slot it into your promotional calendar? 

two weeks notice for 

Jordan: what? Like to say, like, so, you know, when the launch is, and you're gonna be part of this launch, but say you were coming on the podcast and maybe your episode was going to go live October 3rd or something.

Mm-hmm how much notice do you feel like you would need to know when it's gonna drop? Because I've definitely been on podcast where they've emailed me, like the day before or the day of, and they're like, your episode's live. I'm like, well, I can't send that out today. I'm in the middle of a launch. 

Gloria: yeah.

Two weeks would be great. One week would be okay. But two, I think the, not too much times that they forget, but I think one or two weeks would be pretty ideal. 

Jordan: Yeah. Yeah. Okay. Okay. See, this is, this is just me fact finding and hopefully it's, 

it's 

Gloria: helpful for, because you're a system thinker, right? You actually care about this stuff.

yeah. Yeah. Um, yeah, I hear I've been on podcasts where like, they don't even tell me it's been live I have to find out later. Oh, I guess it got published oh, no. 

Jordan: Yeah. That's that's not, I can't, I can't do that. That's not how we're gonna do things over here. I'm planning to have like at least three months of episodes, you know, 

Gloria: planned out and scheduled.

Yes. Yeah. That's what I'm working towards right now, too. I'm having our. new O BM, um, help us create like a schedule. Right? Cause planning stuff in advance really helps. Yes. 

Jordan: Yeah, definitely. Definitely. Especially if you can then zoom out too and, and try to kind of plan for when you're talking about certain things aligning, like you said, if you, if you, if you want to be able to promote things that are relevant to what you're talking about.

Yeah. Like you really need to know when you're gonna be launching things and all of that. Yeah. Another plug for 90 day planning. Everybody listening. yeah. 

Gloria: See you did it. This is so meta. She used a tactic right there. ex beautiful. See how it flows so nicely. It 

Jordan: does. It does. And you're gonna hear this at the end, but go leave a five star review and, and send it to me.

And I will give you my 90 day planning formula, because that's exactly what the offer is. did 

Gloria: you hear that guys go write that five star review . I know I am. There 

Jordan: you go. yeah. So on the, on the episodes, do you batch, is that how you normally do it or you kind of just record them on the fly? . 

Gloria: Yeah. Uh, I do a little bit of both, so I definitely batch content.

I'm a fan of having things set up in advance if possible. Sometimes I have, if I'm feeling very inspired, so I'm, I feel the most inspired in the mornings right now. And I might plan out like half a day or a whole day of just, you. Cranking out a bunch of episodes while I'm in the zone, you know, you gotta get into the zone.

And sometimes if, you know, something comes up, like if it's like a big world social event, like a big cultural event that, that has just happened, I might just spontaneously sit down and, um, you know, do something kind of related to that or a bit of a commentary. So yeah, I think it's important to have. 

Jordan: Yeah.

Mm-hmm yeah, that makes sense. And tell me more, because this whole solo episode thing is, it's such a mystery to me and I can just not wrap my head around it. Oh, because again, like the conversation seems so easy. Like I write down a couple things on notes and then we just see where it goes, right? Yeah.

but a solo episode. Do, do you. Have an outline. Do you know exactly where you're gonna be going in the conversation? Like how does that work? It's not a conversation. I guess the monologue, it's a 

Gloria: conversation with my head with, with myself. just me and me and the mic. yeah, I do have somewhat of a structured, outline.

I think I actually posted it into our mastermind slack, like a while ago. Oh, interesting. Someone else was asking me about it. . and so I'll also just a side note. I I'm actually, I have a side project right now. sort of like a hobby, not a, I'm not really selling anything. it's called six figure podcast and kind of documenting my journey to, making six figures on the podcast.

So that's 

Jordan: awesome. I did not know that. 

Gloria: Fabulous. There's nothing on it right now, but there's gonna be . but I, I will share this template on, on the six figures podcast too, but basically. I think, you know, I, I know I said before that you shouldn't like have everything repetitive, but you should have, you know, like, some kind of structure that your audience can expect.

Right? Like, you're obviously you, you know, there's always the intro. Maybe I always start off by saying, Hey girls, you know, like sort of like a catch phrase. and then I will go into sort. I don't plan out word by word, because that sounds kind of, you know, not good, but I'll have maybe two or three basic points around that topic.

and kind of just organically. I come up with an episode around that. And I always were almost always end my episodes with a call to action. so that can include like a quick actionable tip or I might direct them to one of my other resources and it's a great time to sort of plug one of my programs and then the outro.

Gloria: So that way, I mean, people know what to expect. Like they, they kind of become regular listeners. Like they know what's coming next. They know that there's always a call to action at the end. and it, it feels safe. I think it feels safe. but when I do the solo cast, I think what might help, for you and Jordan, if you plan to go into solo casting is it's almost like a coaching session for a specific question, right?

Like a lot of my, my topics are specific questions. So the most recent episode that came out was like, is it healthy to feel a spark at the start of a relat? Like it's, it's just one question, but you can talk about it for a long time. Right? You can talk about, you know, what does a spark mean? Like bring up a client example.

You can talk about your own personal experience, dealing with this problem and quick that's, you know, very easily can turn into like a 30 minute rant about something. which is awesome. So yeah, that's, that's kind of how I like to structure. . 

Jordan: Yeah. Yeah. That's super helpful. And I may just have to try it.

Cause I think it's one of those things that you just can't know how that's gonna flow. if you haven't tried it. But if I think about. If I think about like, just last week, I did a presentation in someone else's like mastermind group all about 90 day planning. And I didn't really come with any kind of like agenda or anything, but I do have like a process of formula.

That I was just talking about mm-hmm for how I 90 day plan. And I can see how, if I just had like a couple of bullet points or like a couple of questions that people regularly ask me about, 90 day planning that I could just start talking and then, then it's like, no stopping it. Right. It's just hard to imagine going from like, never having done it to creating an episode, 

Gloria: I think for your industry.

I feel like it's almost easier. if you have a, a specific system, right? I mean, you could, you could do things like, you know, if I had to start my business all over here are three things I would do around. Like the operations or these are, you know, here are three sops that you must have in any business, or you could talk about like, you know, how to write sops for like a coaching business versus a product business.

you could probably like, you know, like take those different angles. Right. And then, yeah. And just talk about that thing. 

Jordan: Yeah. Now that you say that, I feel like what I should probably do is go back to some of my Instagram content like posts. Yeah. Because three things I would do different. If I had to start over, that's a legitimate email that I sent out to my list probably six months ago there go.

And so I just need to go back and like, look at some of this content and say, what is some of. What are some of these topics or, or smaller bits of content that I could actually, if I was given the space to really talk about them and dive into them, which ones sound fun and those would totally make solo episodes.

You know, another thing that I'm doing. That I'm very excited about is I have a coach that I work with one on one, and I'm gonna be bringing her onto the podcast. Oh, for regular episodes, like reoccurring episodes, like a series, maybe it's monthly, haven't decided, where she's actually more gonna be interviewing me.

Gloria: Oh, beautiful. Yeah. 

Jordan: Yeah. Yeah. That's a great idea because sometimes I feel like I just don't know what. Want to say until I start having the conversation and then I'm like, oh, here's, what's coming up. Let's talk about this. 

Gloria: you know? Yeah. That, that's a really good idea. So there's little 

Jordan: hacks. Mm-hmm you can, you can hack your way into it.

I think if you need to, if anyone's listening and they're just like, yeah, that's not gonna happen. So 

Gloria: we're doing something kind of similar. I'm bringing in one of my, our support coaches onto the, the podcast too, to sometimes have like the duo conversation, right. To kind of just mix things up. 

Jordan: Yeah. Yeah. I was thinking about doing, doing that with my team members too, and maybe doing like shorter episodes with them and like talking about some of the, like really practical things that we see behind the scenes, things, you know, tech related stuff or, or different things that we are just like regularly seen that people may not know.

but I think those would probably be much shorter episodes kind of diving into like one tip or something. there you go. All the fun 

Gloria: things, all the fun things you can do with a podcast. Yeah, exactly. So much. And then repurpose it. yes. . 

Jordan: Yeah. Well, this has been amazing and super helpful and just really fun to talk through the things that I'm doing.

And I got some new ideas for things that I could do better and improve. So thank you for that. We'll of course share in the show notes where people can find you and connect with you. If they wanna learn more about what you do cuz you're amazing. But is there anything else that you wanna leave us with around launching a podcast?

Gloria: Oh, well I will say that I think there are a lot of folks who have so many great ideas that that could be a gift into this, a gift to the world. And I think. If there's one thing I will, I will leave for folks who are thinking about starting a podcast, but not really sure yet. it's that no one starts off , you know, creating the perfect episode or no one starts off sounding, eloquent on air and it's, it really just is a skill and a learning process.

and it's okay if it's not perfect from the get go. Certainly wasn't for me, like if you go back to like the very first episode I did, I go back and I'm like, oh, cringe. like, I sound really weird there. And it's okay. because ultimately, right, you're, you're talking about things that you're passionate about and it's gonna help someone, uh, down the line.

So go for. yes. 

Jordan: I love that. What a perfect way to end and yeah, just for more confirmation, go listen to Tim Ferris's first podcast. They're they're terrible. And he even talks about that. About how terrible they are. Yeah. 

Gloria: And even drunk, like for a bunch of them 

Jordan: oh yeah. I think he was, I think he was totally drunk for the first ones.

just to get up the courage to do it now, I wasn't drunk on any of my initial ones, but I will say the very first one that I recorded. Scrapped it we're gonna redo it. It was that bad. so just know that you can do that too. right. Well, this was fabulous. Thank you so much for joining me. I 

Gloria: appreciate it.

Yes, my pleasure. Thank you, Jordan.