I absolutely love whenever I get to answer someone's question here on this podcast. It's why I enjoyed our coaching series, because it's just so much fun to engage with members of this community who have actual questions, because I know you all have tons of questions. I see them all the time in our Facebook group on the YouTube channel. You've replied to me through emails, and you've said, Krystal, I love this idea. But this is my specific problem, or this is how I'm experiencing creating
content. Can you help me? And so today, this is one of those segments that kind of goes away and it comes back goes away, and it comes back. But it is called questions from the community. And we actually had an email right in not too long after we were talking about selling and your content. And I'm really excited to talk about this today, because I think it's the perfect combination of content, strategy, and selling and marketing, and just all the things so let's get right to it.
Welcome to the Proffitt Ppodcast, where we teach you how to start launch and market your content with confidence. I'm your host, Krystal Proffitt, and I'm so excited that you're here. Thanks for hanging out with me today. Because if you've been trying to figure out the world of content creation, this is the show that will help be your time saving shortcut. So let's get right to it, shall we?
So I send out an email in my Friday emails, if you are not on our email list, I encourage you to go and sign up, you can go to my website, KrystalProffitt.com. And go all the way to the bottom and there will be a forum for you to get on our email list. Because what I will do from time to time is I will prompt my audience, which I encourage you to do this too. It's how you get that valuable, valuable feedback. But what I said is hit
reply. And let me know what questions you have about selling on your podcast or YouTube channel, how often to sell and any other questions or topics you want to see covered. So let me pause right here. And before I actually give you what someone wrote in about, I want to say that this is another great way for you to get content ideas. So it's great to get feedback on your content. If you want to know Hey, is this resonating? Is
this not? But if you ever want to send an email to your list where you throw out like, Hey, here's four ideas that I'm thinking about trying in the content, let me know which one resonates most with you. This works. It's amazing, even if you only get a few replies, because, I mean, I have a few 1000 people on my list, but I'm not getting hundreds and hundreds of replies. But y'all 20 replies is a pretty big deal. Like that's a pretty successful survey to your
audience. And so I encourage you try this out, try this out, it works so well. So the person that wrote in is Amy Cornell, Amy, I just want to like I have a huge smile on my face, just saying your name because you have been a longtime member of our community. Amy is from the Graced Health Podcast. I'm going to link in the show notes to a few of the episodes that Amy has done right here on this podcast. She is a fitness coach, and she has a book that she's promoting.
We're going to talk about that in a second. But I just want you to go listen to Amy's episodes and go listen to her podcast. So let's dive into Amy's question. So think about the prompt that we said, Right? hit reply, let me know what questions you have about selling in your podcast or
on your YouTube channel. This is what Amy said, you've talked in the past about having one focus for several weeks than a different one with what you're promoting whether it's digital content or etc. I've been trying to do the same thing with a book promotion. So what does that look like? Such a great question, Amy. I think that there will be multiple people that are listening to this that have a similar question. Maybe it's not about a book, maybe it's about a digital product.
Maybe it's about a one on one coaching service. Like there's so many different ways that you can apply this to all kinds of offers. And so I just wanted to say thank you again for your
awesome question, Amy. Because it sparks so many ideas that I think that I don't often come forward saying, oh these are marketing basics that I know that other people know may not be aware of that don't have a marketing background have taken consumer behavior courses, professional selling courses like these are all the things that sometimes I forget that this is the way my brain works. Because I've studied this stuff, literally for years, I've
studied these things. So I want to take a lot of this down to the ground floor, or taking it to the very basics today, because I feel like sometimes I skim over that sometimes I try to give you the shiny, sexy strategy, or the thing that I have seen other people do. So I tried it, it worked. And now I'm teaching it to you.
Let's go back to the basics. Okay. So if you are trying to promote a book, a product, an event, whatever it is that you're promoting, the reason why it's important to focus on one, one thing, not 17 different things, is because the message of what you're trying to promote gets watered down. If you talk about three to four things that you're trying to promote in one episode, or blog post or video.
So we're not only talking about all kinds of different offers today, we're also talking about all the different types of content, right? Because maybe you're listening, you're like, Well, I have a YouTube channel, or do I just have a blog, or I just have a podcast, or I'm just trying to grow my email list, like all of it all applies the same way. I want you to talk about one thing in your content for multiple periods of time. So instead of shoving three or four things, oh, look, I have a book.
And I have a digital course. And I have coaching products, and I have a live event coming up. No, you can't talk about all those things in one episode. Don't do that. Don't do that. Instead, I want you to talk about one offer at a time consecutively for a three to four week period, because it's gonna get you so much further faster. And now I know some of you, I know, I know what your reaction just was. You're like, Chris, well, that
sounds boring. I don't want to say the same things three to four times every single week, because aren't people gonna get sick of hearing me? I don't want to talk about it that much. I'm gonna bore myself listening to it. No, hang on, hang on, hang on.
Because if we go back to the basics of marketing and advertising, the overall rule is you can't put one message one time out in front of an audience and expect every single one of them to buy. And I think this is the problem that I had in the very beginning of my content, too. I thought, well, you know, I said it Two episodes ago, I don't want to say I'm bugging them. This is legitimately what I would tell myself. I'm like, I don't want to annoy my audience. I don't
want to bug my audience. So I'll mention it one time. And then the sales will just come in. I'm just going to talk about it once and then I'm just I'm going to be Colette, I'm gonna watch my bank account go up because I talked about it once. And this is one episode, I come laughing at myself, because this is what I thought. It's not right, y'all. Maybe you're thinking this way too, because you haven't been exposed to these strategies before. It's okay. It's why you're listening to
this podcast. I'm here to guide you through what it's like to sell in your content. And the way I can make this most textual allies is for you to think about your own buying habits when you're trying something new. Okay, let's pretend that you are listening to a podcast reading a blog post or watching a YouTube video, it's likely that you're not going to hear this person for the first time. Let's just take it even further back. Let's pretend you you just stumbled upon this podcast or this blog
or this YouTube. And they start talking about their book, or let's talk about a movie or podcast, right? They're trying to sell you on something one time, you're not immediately going to be like, Oh my gosh, there's a $2,000 product that I've never heard of. I don't know who this person is. Absolutely, yes, I'm gonna buy it. I mean, maybe that is your, your buying behavior. That is not mine. That is not mine. Even if it's a book, even if it's a $20 book, I'm like, Wait, is it
any good? I'm not gonna buy something like, this is what I will typically do. I see something. First thing I'm gonna do is Google it. Okay, because I'm already in an online space. I'm gonna, you know, I don't know what this is. I'm gonna Google it. I'm gonna Google this person. I'm gonna Google this product. Maybe if it's in an industry that I'm familiar with, like I have peers, I would say, hey, what do you think about this? Have you heard about this person? I actually did this
recently. I heard about a template, like, category catalog library, whatever you want to call it for Canva users like they have all these different templates. And I knew that one of my friends who's in the online space, she uses a company and I was like, Well, maybe it's the same company, maybe her company's better, maybe this
company is better. And so I asked her, I didn't go sign up for it, I immediately was like, oh, you know what I know who would know about this, I'm gonna text them and see if they know, because I didn't immediately go sign up for it. Or maybe you hear about something, you Google it, and then you're like, you know what, I'm not convinced, I'm gonna go look at reviews, I'm gonna go see if this thing is any good. And every single one of these are touch points that you're having with this
product. So again, I didn't hear about something one time, because the message was put in front of me, I hear about it, and then I'm gonna Google it. And then I'm going to ask somebody, and then I'm going to look up reviews about it, like, that's three different touch points from the original touch point. So that's four total that I have. And I still haven't even gotten to a buying decision. So I want you to think about your own habits when it comes to you
listening to a podcast. So Amy, specifically, I'm talking to you now. Because maybe you listen to podcast, and you have heard people promote books, and maybe you've bought some of these books, I want you to sit down and think back, like create a timeline in your brain or write it down if you need to, and say, Okay, I remember, I was introduced to this person on this other podcast. And then I found out they had a podcast. So I went and listened to it. And then I listened to about two or
three episodes. And I realized, oh, my gosh, that is the book that I need. And then I went and bought it. Is that what it looked like? This is how it's looked like for me a few times with authors, but it was probably four to five touch points of them mentioning their book, why it would be perfect for me. And so I think that at the end of the day, this is my role, I always go back to I asked myself, what it is that what do I do when I'm buying something when I'm making a
purchase? And how can that be applied to my content, because I realized I am not you. I am not a member of this audience in a weird way. Like I was like, I kind of am if I go back, and I edit and I listened to the thing, but I am not someone who is entrenched in listening to this content, because I'm not in the same place that I was, whenever I started this, this is getting into like a weird out of body experience situation. Talking about, I'm here, I'm in this community. I'm not part of
the audience. But I've created the content for the audience. So anyway, you get what I'm saying. But this is my specific consumer behavior. Okay. And maybe there are people out here that are like, no Krystal, I listen to a podcast, if I find something, I hear it, I buy it. That's awesome. But I know, the good majority of people aren't that way. Because why would we have sites like Yelp? Or Goodreads? Why would these exist? If they're not important to people?
Or Amazon reviews? Right? People want to know, is something good? Is it worth my time? Is it worth my money, okay. And also, in my experience, going back to talking about things in your content that you're trying to sell, in my experience, the more expensive the product, the more
you need to talk about it. And the reason why that is, is because like I said, uh, for me, personally, I'm not someone who's going to stumble upon a podcast hear about someone that has a $5,000 mastermind and say, Oh, this is exactly what I need. Let me drop five grand on this. I'm not going to, I'm going to listen to that person. Okay, here, I actually have a perfect example. Amy Porterfield, you all have heard me talk about her and all of her gloriousness and all the things that she's helped
me do in my business. She has a program that is $2,000. And I remember when I first heard that, I was like, Oh my gosh, like, that's, I don't think I can afford that. This was way back in the day. This was, you know, probably 2018 When I first got exposed to really following Amy and her podcast, and I was like, I don't have that kind of money to drop right now. But I'm gonna get the most out of all of
her free stuff. That's legitimately the thought that I had, because I was at the point like, Is this really what I'm doing? Or how's this gonna work? And I remember I was listening to her for a long time. So when the time came around for me to buy her product, I had been listening to her for about 10 to 12 months, easily, easily. So I had heard over and over and over again, this message about her program, and it's called digital course Academy. I'd heard about
it so many times. And I remember thinking okay, the more exposure that I have to a message, the more comfortable I felt making a purchase. Because by the time I got to like the checkout page, I was like, You know what, I know that this is the right decision. For me, I've heard the testimonials, I know exactly what's in this program. And I just felt really good about it. So if you have an expensive product that's $500 or more, then you need to take that into
consideration. Maybe your runway for how long you're going to promote your thing needs to be four to six weeks, or six to eight weeks that you're talking about it again, this is all subjective. And it comes down to who your audience is, what their buying power is, you know what kind of strategy you want to have over the long haul. Like, there's a lot of things to
consider. But for the good majority of people that are listening to this, I just want you to think about, the more exposure you need is equivalent to how expensive the thing is
that you're selling. If you're selling a $20 book on Amazon, you don't need to talk about something for six to eight weeks before you really start saying you need to go buy this, you can start talking about that on day one, like first episode, and you could say, have a book here it is blah, blah, blah, you know, here's like, here's how do you go buy it? That's a simple one.
But if you are talking about a product, that is $500 or more, maybe you need to say hey, you know, here it is, here's what it is. And this is really how you can go by it. And this is why you need it. Like there's an actually have some questions for you to consider here in a second. Because I know again, y'all are like, Well, how do you talk about it? And like four different ways, like I don't even know. So this is actually I went ahead of myself.
So here's your next steps. Okay, I want you to consider all the things that we just talked about, we just talked about consumer behavior, how you should really break up, how often you talk about one thing into three or four weeks, and not talk about anything else I think you should focus on, I'm just going to talk about Amy for you, I'm just going to talk about my book promotion for three to four weeks, I'm not going to promote, like try to get people to go follow me on
Instagram, I'm not gonna try to get them on my email list. I'm not going to try to do any of that. Like, I'm just going to be laser focused on promoting this book for the next three to four weeks. Okay, so now your next steps, what does that look like? Okay, the first thing I want you to consider, if Amy, if you're going to be promoting your book, again, I want you to think about that specific offer for everybody else, I want you to think about the next offer that
you want to promote. Maybe it's a digital course, maybe it's a live event, maybe it's a virtual event, maybe it's, you know, 17 Other things that we haven't talked about or mentioned day, maybe it's just your lead magnet, maybe you're not even selling anything like dollars letter worth that's worth anything. But it's your lead magnet. Okay, I want you to get this offer in your mind and ask yourself the following questions.
One, how can I talk about this offer in four different ways. And I'm just using four because we've said hey, how it let's talk about this three or four, three or four times. So I want you to lay out four different ways that you could talk about this offer. And the two ways that I have for you to approach this is one point of view. So what is a different angle? What is the different point of view or perspective that you can take on talking about this? Can you talk about it from a beginner standpoint, this is kind of how I can look at my content, I can say okay, you have the beginner, someone who has never created a podcast or YouTube or a blog post and they have no idea where to start. Then you have someone kind of in the middle, they just launched they're getting going. And then at the end you have someone that is looking to monetize and strategy and be a lot more advanced. And then one more view could be someone who is like they're doing this as an agency, they're doing this for someone else. So those are kind of the different segments of my audience. And those points of view really matter. Because when you're looking at it from all these different angles, you're letting people know that this isn't a one size fits all product. You're saying this is for this specific type of product or product person that is in your audience. And you want them to know hey this is for you. And if you're in this type of situation like this is why I love testimonials. Testimonials are freaking gold y'all testimonials has just been everything you can create so much content around testimonials, social proof reviews that you get on your podcast like These are so important when it comes to marketing. Amy, if you have book reviews, like you could read some of your Amazon book reviews and say, hey, you know, we want to talk about your book, or you know, like in quotes, like your book, my book, I want to talk about it today. And I'm actually going to read a review that we got on Amazon that was so great, because it really talks about this one type of person, you read their review, and then you say, if you want to get this book, go to blah, blah, blah. And here's where you go check it out. Okay, that's one approach. The second one, so we kind of talked about points of view. The next one is the segmented audience approach, which kind of these two overlap, because we just talked about the different buyers that are in my audience, but they are different, because I want you to think about the points of view that someone in your audience will have as a beginner, right. So maybe you're not specifically calling them out, like, Hey, you're a beginner, I would, instead of saying the words, beginner, you would say I know that there's people in this audience that are just starting a podcast. So it's more of the characteristics. So this is the first point for points of view, you're pointing out the characteristics, the experiences, the stories that they're having. And then in the second one, the segment and audience approach, you can just flat out say, hey, beginners, in this audience, hey, those of you that just launched your podcast I'm speaking to you, you can make a mixed mixture of these two, you can blend them together, you can kind of see how they overlap anyway. But I want you to think, How can I talk about this in four different ways. And look at it from a point of view, and a segmented audience approach. That way, you can get kind of the conceptual, okay, these are the people I'm talking to. And this is how I would talk to these different people. In this way, they're all going to be right for your products, let me make that very clear. You're not going to speak to someone that's not a good fit for your product, because that's your whole goal. You're trying to sell the thing that you're trying to sell. So don't throw in people in your audience that aren't a good fit for your product. Let me like I just want to make that really clear, because I have a few programs. And they're not right. For every member of my audience. I'm not going to talk to like talk about profit podcasting. This is my course, right? I'm not gonna talk about that to someone who is in like, the stages of growing and scaling their podcast, because it wouldn't be as helpful for them. I've actually turned down many people that have said, hey, I'm interested in your course. And I'm like, what you've already started, you're already scaling. You already have sponsorships? No, you don't need to buy this course. This is a course for people that are just getting started. They've recently launched. It's not for you. They're like, Oh, okay, well, you know, you saved me money. Thanks. But and people were like, Oh, my gosh, you tell people not to buy your products. I'm like, Yeah, because I don't want them to buy it, see that it's not a good fit for them and then have a refund. I mean, it's just basic, basic business is, the more refunds you have, it's not gonna look great on your books. So I don't want that to happen. I will tell people, this is specifically for you. This is exactly who I'm talking to for this product. Alright, so that's number one. That's that was just question number one. How can I talk about this offer four different
ways?
Do I use dynamic content that goes away after a specific period of time? Or should I use purely focused podcast episodes, blogs or videos? I love this part. Because a lot of people don't consider this, you could actually do a combination of the two. But I think that it's just a matter of how you want to promote your thing. Is it a timely offer? Is it an evergreen promotion? And I'm gonna be really honest, I was embarrassed going to record this episode, I wrote out all my notes. I'm like looking in a sauna. And I wrote out the words, timely and evergreen promotion. And I was like, I know we've talked about this on the podcast before y'all went back and looked, I haven't seen anything anywhere about timely and evergreen content. So we're going to be talking about that soon. Spoiler alert, it's coming because this is something that I know that we've talked about it possibly on the YouTube channel, but we need to talk about it on the podcast, we definitely need to bring up timely versus evergreen products, promotions, content, like it's just something we really need to talk about. And I feel like I have talked about this. So I am gonna go back and dig through. I'm like, I know that we've talked about this somewhere. I'm gonna go dig through the archives and see if we do have some episodes. So if we do, I'm gonna link to him in the show notes. I couldn't find one but dynamic content. You've heard me talk about this before. If you're new to this podcast, welcome. I'm so glad that you're here and go by I can listen to all of the episodes that we've done about dynamic content, what it is, how to use it, and why it's super, super important. But dynamic content goes away after a while. So if you have Buzzsprout, this is my podcast hosting provider. If you have them, you can use dynamic content where you upload an audio file, and you leave that running for three to four weeks. I love that approach. I love it. I love it. I love it because it gets applied to all of your podcast episodes. So I know I'm speaking specifically to podcasters right now. But you could do dynamic content, in your blog videos, blog videos, your blogs, or your videos where you can put in your own little ad, I do this on I mean, you can go to my show notes, KrystalProffitt.com/episode362. And you can see in the show notes, I have content that's there that is specifically selling. I mean, and we've talked about this, we had the recent episode of How often do I sell on my content? Y'all, I'm selling every single time in my blog post that are my show notes. Yeah, if you didn't know that, it's always there. I'm promoting my Buzzsprout affiliate link, I'm promoting my book, I'm promoting the ultimate podcast, launch toolkit like it is always there. Those are evergreen promotions, they are always going to be there. Amy, I recommend that for you. If you have shownotes for your podcast, put your book there. Because if someone's listening, and then they go to your shownotes, and they say, Oh, she's got a book, cool. Maybe they won't buy the first time they see it. But if they keep going back to your show notes, because you're adding value there. I know that people will turn into buyers, after they've seen it. And they've heard you talk about it. And they're like, oh, okay, now I know I absolutely need to go buy Amy's book, it's going to be super, super valuable to me. So. So that was dynamic content, right. And that was kind of evergreen content, too. I blended that together. But now what I really want to talk about is purely focused episodes, blogs or videos. So this is when, if you're going into like, I feel like it should be big promotion, little promotion. And that simply means that little promotion is something that is a low ticket offer, let's say less than 50 bucks, right? That's what I would call a low ticket offer $50 and below whatever it is it your selling, then I would say that you could talk about that a lot easier and easier way where you can mention it kind of like I did here is like hey, you know, we talked about the the book is being sold in my show notes as well as which the book is like $20 or less, even for the audiobook. And then you have the ultimate podcast launch toolkit that's $37, it's still less than 50 bucks, you could talk about that easily in an ad style within your YouTube videos. So I'm thinking about videos now. Because I know like I said, there's podcasters there's YouTubers in this audience, there's bloggers. And I want you to think about, well, how do I want to approach this? Do I want to center the focus on my book, now we're going back to Amy again, my book for three to four weeks, and say, Okay, I'm going to put out four podcast episodes about who should read this book. But I'm going to apply it in content specific ways. So the four pieces of content you're going to put out are about nothing except what is in your book in some form, or fashion, or why someone should read that book, or why someone read the book, and it changed their life. Like there's so many different ways that you can do it. But I just want you to think about do you want that to go away after a certain period of time? That's the dynamic content piece? Or do you want to create something that's purely focused laser focused on what it is that you're selling? These are the two things to consider for that
question.
Alright, question number three, this is the last one. Should I tease out actual content from the product? Then hang on? I like I'm reading this and like I put content in there way too many times? Should I tease out the actual content from my product to get more people interested? I love this approach. So first, let's go back to Amy's original question. Right? Amy's question was about how do I apply this? How do I sell using a book promotion? My first gut instinct is could you share some quotes from your book or even a full chapter on your podcast to get people to understand if the book is right for them? And I'm not saying a quote like as a review. I'm talking about a quote from your actual book. Maybe you take a chapter or a section and you really hone in on it. And you say you know what? I'm gonna read this section or chapter, and then we're going to talk about it. We're gonna talk about why I wrote it, we're going to talk about what show important. So you're not giving away the whole book on your podcast, I don't recommend you do that. But I do think that it's kind of fun when you can see those behind the scenes of telling the story of I wrote this chapter, because I had this experience in my life, or I wrote it, because these principles are super important to me, because of these experiences that I had made me think a different way. Like, there's a lot of different ways that you can approach it. But at the end of the day, I encourage people to give a little bit of their stuff away for free. And so that's for Amy specifically, but for anyone else who's listening if you have a digital course, so you have a live event, like could you share some of your ideas from a lesson inside your course? Or if you have a live event? Can you share a little bit about what people can experience? Whenever there there are some of the things that you're going to cover? If you're going to be one of the keynotes like, can you share a little bit about what you're going to talk about? Why Why does this matter? What what is the value that someone is going to receive? Or if you have a digital program? Could you share out a PDF to one of your modules, like it's super, super simple, and you're not giving away the farm? Right, you're just giving away a little bit to get someone interested in buying your thing. And this is one of my favorite approaches. Because I like to be super generous in my content. I really do. I like to give if you've been around here a while, you know that I don't shy away from giving you the good content right here on the podcast and my youtube channel on my email list. Because I'm a believer in being generous and your content. And guess what? People still buy my programs, sign up for my workshops, grab my book on Amazon and become a customer, even whenever I'm giving stuff away for free. So don't shy away from it. I think that the more generous you can be in your content. It's kind of like putting good karma out into the world. And I think that it's a great approach for people that are creating content and trying to sell
stuff.
Oh my gosh, such a great episode. This is so fun. Again. Thank you. Thank you, Amy, for submitting this question. Please go to the show notes for everything that we just covered. I have all the questions listed there. I have all the things that we talked about today, KrystalProffitt.com/episode362 and reach out if you have questions that you want to be featured on this podcast. Don't hesitate to email me reach out on Instagram. I would love to hear from you. But that's all I
have for you today. So as always remember, keep it up. We all have to start somewhere.