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Jan. 17, 2022

Making Deeper Connections Through Podcasting


In this episode, Kristina talked with Courtney Elmer, Podcaster, CEO & Founder of the EffortLESS Life about sharing your information, your experiences, your story and making a deeper connection with your audience through podcasting.

Did you know there are over 800k podcasts worldwide and nearly 160 million listeners out there looking for guidance… a sage… an expert? Podcasts share information that is evergreen content - lasting far beyond the time of recording it and something that has the potential to constantly produce results for your business.. If you’ve ever dreamt about starting your own podcast, you need to tune into this episode!

BY THE TIME YOU FINISH LISTENING, YOU’LL UNDERSTAND that the work you are doing is meaningful and making an impact on the people you serve… and if you have a voice that needs to be heard, starting your own podcast may just be the thing to make you an authority in your industry.

Share with us and tag us on Facebook or Instagram @theringtheblingandallthethings

Connect with the host:

Kristina Stubblefield -
Website: www.kristinastubblefield.com 
social media @kristinastubblefield  

Connect with our guest:

Courtney Elmer
Website: https://theeffortlesslife.co
Twitter: https://twitter.com/courtneyelmer_
Instagram: https://courtneyelmer.com/instagram
Facebook: https://facebook.com/courtneyelmerpage
LinkedIn: https://www.linkedin.com/in/courtneyelmer
Pinterest: https://pinterest.com/theeffortlesslife

FREE PDF GUIDE! 5 Things You Need to Know BEFORE Launching a Podcast
systemsmadesimple.co/freepodcastguide

Podcast Course - Get on the waitlist! https://www.theeffortlesslife.co/launchmypodcast

Be a guest on other podcasts! https://podmatch.com/
PodMatch automatically matches ideal podcast hosts and guests for interviews

Our vision is to bring vendors, venues, show producers, wedding groups and engaged couples to ONE amazing place! We have built a platform that you can use us to access local vendors, video and photo inspiration galleries, mood boards, wedding stories and articles, engagement stories, exclusive savings, wedding show and expo events in your area, online stores, resources like wedding registries and informative podcasts as well as education events! www.ringblingallthethings.com

Transcript

Kristina Stubblefield  0:00  
Did you know there are over 800,000 podcasts worldwide in nearly 160 million listeners out there looking for guidance, and expert podcast share information that is evergreen, and has the potential to constantly produce results for your business? You don't want to miss this episode with my guest and friend Courtney Elmer. If you've ever dreamt about starting your own podcast, make sure to tune in. 

You're listening to a Business Booster episode of tThe Ring The Bling And All The Things podcast. My name is Kristina Stubblefield. I'm a technology consultant, marketing strategist, business coach, and in the past of wedding vendor. In these podcast episodes, I'm providing impactful, easy to implement solutions and strategies for efficient workflow and business growth. Now, let's dive in to this episode. 

I'm really excited for my listeners today. I have been wanting to have this guest on for a while. I don't even know where to start with her intro. Her name is Courtney Elmer, and I'm going to let her tell all about herself. But first I want to tell you about the connection. Through group, I was introduced to a podcasting class or course that Courtney was doing. And I had always wanted to podcast. But if you know me at all, or if you've listened to me, I don't like to overthink things, I like to put way too much thought into them. Sometimes people will say I'm too much of a perfectionist instead of just taking action. But I was really drawn in to learning what I could about podcasting. And that's where this podcast was born from. And I owe Courtney, a lot of thanks for for that. And that's the connection between me and Courtney, her coaching and her course really set the foundation for us to build the ring, the bling and all the things. And Courtney, thank you so much for taking time to be a guest, would you please share with everyone a little bit about yourself? And what you do?

Courtney Elmer  2:20  
Absolutely. Kristina, thank you so much for having me here today. I have been looking forward to this. I know we've been trying to plan this for like, I'm not even kidding six months now or something crazy. Do I know don't miss it. Okay, well, it's been a while. And it's just, it's great when our schedules finally were able to line up in here, we're able to get this recorded. And I'm happy to share with your listeners today, but more about me and also more importantly, how podcasts could really help them grow their business as well whether that's appearing as a guest on a podcast or maybe having a podcast of their own. So the nutshell version, a little background on me, I am the CEO and founder of the effortless life. That is my brand. And we're the anti hustlers. You know, we are all about helping entrepreneurs, particularly online business owners, coaches, course creators, small business owners get the right systems and structure and support in place in their business. So they can scale well beyond that six figure mark, and build themselves out of the business to really create the freedom that they started their business for in the first place. And along the way, I decided to start a podcast of my own, called systems made simple. And we launched this podcast, it was February of 2020. So right before lockdown, and never have I imagined here we are, at the time of this recording almost at the two year mark, we have released an episode every single week for two years. And never did I imagine a that it would be as successful as it has been and be that it would be as fun as it has been to grow our community this way and to connect with our community really in such a different way than we've been able to connect with them before through social media or through other marketing means. So that's a little bit about me. And you know, I'm happy to share whatever you think your listeners would benefit the most from in terms of podcasting, and anything else that you think that you know, that would be great for them walking away from this episode today.

Kristina Stubblefield  4:20  
I'm so excited about the listeners being able to hear not only myself but also Courtney. And that introduction. I knew that I needed you to do it and not me because I knew you would do a much better job introducing yourself. But one thing I want to mention when I first saw Courtney's items or her brand, I guess I should say, effortless, caught my attention. And that brings me into my first topic. Courtney, I'm sure you get asked this a lot as well. That people will say to me, because we're celebrating we just celebrated one year of our podcast hard to believe one year, but people will Say to me, is it like a second job? Or they'll say, Is it really that difficult? Like you just put some headphones on and start recording? Right? Do you just plug it into your phone? Why don't I let you answer first before I do?

Courtney Elmer  5:16  
I love this question. This is what I will say. It's a commitment. Podcasting is a commitment. And how easy or how difficult it is, is entirely up to you because it says easy or as difficult as you want to make it. And when I first started podcasting, I knew zilch about podcasting, I knew nothing, I didn't even know you had to like submit your show to Apple to have it approved. I didn't know any of that I had to learn everything from the ground up. And going back to this idea about effortless really, our whole philosophy that we adopt here as a company is similar to what I just said that it can be as hard or as easy as you choose hard, as easy as you make it and things really feel effort less. Whenever you're in flow. Whenever you have systems and processes in place to support you and doing whatever the thing is that you do. So doesn't mean that there's not work involved. And I think when sometimes when people hear the word effortless, especially in terms of growing a business, let's just say not even specific to podcasting, but business as a whole. They think oh, yeah, right. And I've had people at it to my face say that, you know, there's no such thing as an effortless business, running a business is hard work. And chances are we could all agree here yet that yes, to a degree there is work involved. And sometimes that work feels hard. At the same time, I think we'd all also agree that there have been those moments in our business in our lives where we have felt in flow. And for those of you that are listening right now and not watching on video, I'm putting that in air quotes, this idea of being in flow, where yes, we're working. And we're loving it, it feels good. We feel energized, we're in what I call our zone of genius. And so I thought to myself, How can I make podcasting feel effortless by taking all the systems and all the principles and everything that we teach for growing and scaling a business, but apply it to podcasting. And at this point, in my own podcast journey, I was not even remotely thinking of having a course or teaching other people how to podcasts or anything like that, I was just looking, how can I simplify and streamline this process for myself, because I knew that I only had a certain number of hours every week to devote to podcasting, I knew it was gonna require a commitment of my time. And I knew that there were certain elements of podcasting, like editing, and polishing and mixing audio tracks and things of that nature that were just outside of my wheelhouse. And even if they were in my wheelhouse, I didn't want to touch them anyway. So I knew that there was going to be certain pieces that I would need to get extra support in. So taking a look at all of that, and being able to kind of just like a puzzle, right, you start with the outside corners, and then you build that outside border, and then you start matching the pieces in the middle. And that's really what podcasting is about. Now, here's the thing, when you don't have the box to know what the end result is supposed to look like. It's a lot harder to put the puzzle together. And it's going to take a lot longer when you have the box and you have the end result. And you know, okay, let's just use an example here. Let's say you want to start a podcast for your business, and you only have two hours a week to devote to it. Maybe you have more, maybe have less, we're just going to go with two hours. And so you know that that time is going to be needed to do certain tasks that only you can do like showing up to record the episode. And then maybe there are certain pieces of that puzzle that you will have to go in and then fill in those gaps, right with getting outside support, or putting automations in place or whatever it might be. So we took that whole mindset, we approached it to podcasting and it was amazing the result. And fast forward. This is how I got into teaching this was that people started asking me like, couldn't you make podcasting look so easy. Like it's, you make it seem like it's fun? Is it really that fun? And I'm like, Yes, it is. I mean, I enjoy it. Certainly I know. It's not for everyone, like, Well, how did you grow your podcast so quickly? How did you just become so successful with it in such a short time? Can you teach me how to do the same thing? So as I started sharing these principles and these practices in these processes with people and they were getting even better results than we were getting? That's what I knew I was onto something. And so to tie all that back into this idea of being effortless, yeah, I do believe podcasting can be effortless with the right systems and the right support in place so that you can spend your time in your zone of genius which is sharing whatever that is your your area. have expertise in building your community, either on your show or as a guest on someone else's show?

Kristina Stubblefield  10:07  
Well, and I think the points that you've covered, is podcasting for everyone? Probably not. However, I think it's worth taking a deep dive and exploring it. Can it be a marketing outlets? Can it be a lead generation? Can it play a role in what you're needing growing your business? Can it play a role? Absolutely. But having your own podcast may not be for everyone. And I have people that reach out to me all the time, that listen to the podcast, or referred to me. And there have been times where I have met with them to hear I want to know what their what's their end goals? You know, what are they wanting out of this? Because they're trying to figure out is a podcast, a revenue stream or a lead generation stream? And I think that's something that was there are questions to answer, think about ponder over. In plan, that is probably one of my biggest takeaways from your class, of course, was having the framework having something to follow in building it, you could do more of with it, you could do less with it. But you were saying this is what worked for me, and helping guide people through that. And I really feel like having those stepping stones played a big role in to our podcasting become becoming what it is today. And I just feel like people turn to us because of how we've grown our podcast, how it is perceived in the community and beyond beyond more than I ever even imagined. And I think people consider us a trusted source. Like, should I consider podcasting? I think it's a question that everyone can ask themselves whether no matter what type of business you're in, because sometimes it will podcasting. Is it for me, because I'm in this business? Well, depends what what kind of needs what do you want with your business? It really depends. But what I've been talking to people a lot also about is maybe having their own podcast isn't a good fit. It just doesn't work for them. It doesn't align align with what they have right now. Maybe they've never even been a guest on a podcast. And I've been having conversations with people recently, about what a marketing opportunity, what a branding opportunity, I could go on and on about being a guest on podcast, and I say that podcast with an S. And that doesn't mean you have to do one every week or several times a month. But opening yourself up to that, that opportunity that can play a role in marketing, brand awareness, lead generation. There's a lot of different things and coordinate. I know with your experience with podcasting, some people, a lot of people have said to me, ooh, I'm not comfortable. Well, I find that hard to believe if, if, number one, you're staying in your zone of genius, as far as what shows to be on what is discussed during the episode, because I'm not asking you to speak about something brand new to you. I'm wanting you to share your information, your experiences your story, not something brand new. And when I say that to people, they say, Well, I never thought about it like that. And I thought maybe we could dive into this more. Because I really feel like our listeners, a lot of which are in the wedding industry, have not even considered how powerful podcasting in general can be. But also a big part of that being a guest.

Courtney Elmer  14:29  
Yes, so there's really two things we're talking about here. And I want to circle back to the first thing that you mentioned a little bit ago, which is this idea of having a podcast and I want to talk about being a guest on a podcast because as you said, Hi. My guest is not okay, perfect. So having a podcast I 100% agree with you. It is not for everyone. And it can be one of the fastest ways to build your authority and drive qualified traffic to your business and increase your sales If you are able to make the commitment to having a podcast, because it is a commitment, it's a commitment to your audience. And it's a commitment to showing up for them week after week as the go to expert that they deserve as the guide on their own journey. And let's just say since most of your audience is in the wedding industry, let's say you serve brides right, I would say most most people listening probably in some some form or another, have brides that they work with. And maybe your podcast could be geared towards them. What does that bride need help with? What is it that she's struggling with? What is it in your zone of genius, your area of expertise that lights you up that you could sit and talk about all day long, until someone tells you please shut up like, you know, this stuff that you are fired up about? If that's something that sounds exciting to you, then maybe having a podcast could be of benefit to your brand, because it certainly is one of the fastest ways to reach a wider audience with your message and drive warm traffic to your business because it builds that know like and trust. On the flip side, let's say that the commitment of podcasting is too much. You just don't have room to fit it in, in your schedule. Or maybe it's just not something you desire to have in your business as part of your marketing suite. Being a guest on a podcast, is also a very effective way to build your authority in your niche. And to drive warm traffic and sales to your business. Without all of the I don't want to say headache because I enjoy the podcasting side of things right. But if you're not looking to start a podcast of your own, then yeah, without all the headache of having to record your own episodes, plan those have them edited, publish them and everything that goes into that process.

Kristina Stubblefield  16:49  
All the things that go into it all bad things.

Courtney Elmer  16:52  
Yes. So let me pause right there. Is there anything you want to ask me or add before I continue? And we talked a little bit more about this idea of being a guest and what makes a good guest and how to even get started with finding shows that could be potentially good fit for you?

Kristina Stubblefield  17:09  
A couple things. One thing is a podcast is a tool, like a tool in your toolbox. It is not the end all be all magic wand. Sure you can drive traffic somewhere. Absolutely. But it's the follow up. It's the other pieces, the system's the processes, what is in place to get the most out of that. Now, I would like to think people aren't podcasting. Just uh, you know, talk about all kinds of things. I was trying to come up with a creative thing there, but nothing came to me what would be something like blowing hot air? You know it, you're doing it for a reason to grow your business grow your audience. Great. They listened to your podcast, they download it, they subscribe it. What's the call to action? What in? What is that? And then how is that piece built out? That is a big part of podcasting. That is exactly why we the ring, the bling, and all the things have taken the steps that we have with launching an online wedding platform. Because of all the traction we got with the podcast, okay, they could go to our podcast website, they could listen to past episodes, they could listen to current episodes, they could click on some links that we have there. We listened to our audience who was asking us questions, who was DMing us who was reaching out to us saying, I'm looking for this, I need this. And our audience is not only engaged couples, their family, their friends, but it's also wedding professionals. We knew that we wanted to be a hub and a platform for the wedding industry. podcast was the vehicle to drive the traffic to build our audience to build our authority in the wedding industry. So when we launched this platform, we weren't launching to crickets. We weren't someone no one had heard of, or way through in the wedding industry. There was a reason for having that podcast. There's a lot of planning that went into it. Not something that anyone out there couldn't do. But there's a lot of planning in the steps to go to it. We podcasted for 12 months before launching an online platform. But that just goes to show you our end result wasn't just the podcast And I'm so glad you touched on that. Because you're right, it can play a very important marketing advertising role for many businesses out there. And that's what I loved about your course, was you opened up and allow there to be thoughts about the possibilities, the opportunities, using your content in your podcast, for on social media on podcast is just is just the beginning really, and I don't want to say just the beginning is the beginning, for many other opportunities in it is definitely something that should be explored for people that think that they may, it may be in their wheelhouse that they could talk on and on about helpful tips information, because you're going to build brand authority. And so I'm really glad you touched on those things. And it gave me an opportunity to share because that's not something we've really shared with our audience about where this online platform came from. It wasn't just born out of thin air. But podcasting played a huge role in that.

Courtney Elmer  21:13  
Yeah, and you know, the one word that comes to mind as I was listening to you share which thank you for sharing, by the way, because I think lifting that curtain sometimes and taking a look at the thought process behind why we're doing what we're doing in our business. And so the word is this, the word that comes to mind is strategy. And so lately, when you don't have a strategy, I mean, you know, Christina, when you don't have a strategy, you know, is it's a spaghetti model at best, where you're just trying to see what sticks, what works. And what happens is you burn out very quickly, because you're not in or committed to anything for the long haul. So nothing has a chance to fully work. And I've been there in my own business, we're like, Alright, we're going to try Facebook ad campaigns. Right now we're gonna try to grow on Instagram. Okay, now we're doing a podcast, isn't that the other thing? Podcasting was the one thing that we have stayed committed to. And that commitment has been responsible for the growth and the strategy has been responsible for the growth. So 100%, you shouldn't launch a podcast, unless you have a strategy unless you know where you're driving that traffic and unless you know what purpose your podcast is meant to serve, both to serve your audience and to serve your business. Because what good is a podcast if no one listens to it? So there has to be a lot of strategy and planning before you can begin the execution. Same goes for

Kristina Stubblefield  22:34  
being a guest. Yeah, one, one thing I would like to add in that word, commitment. And commitment can sound very overwhelming. But one thing I want to point out with commitment, what I learned in your course, was planning, planning helped with that commitment. Yes, you have to dedicate the time. Yes, you have to figure out how long it takes you. Commitment is not impossible, but just knowing like many things with a strategy. Consistency is key. And I don't know that that is talked about that much out there in podcast land, just like you said every week showing up. That was something that was really important to us, it was not the easiest, until we got down our batching a little better, which means doing multiple episodes, you know and not doing it. We record one week, it comes out the next week. Again, that comes back to planning. But that helped open up other opportunities to do that. And I can't wait for you to talk about guessing because maybe if this is swirling around in your mind, or we've made you think of some things, a great place to start, is being guest.

Courtney Elmer  23:51  
Absolutely. So let's dig into that because being a guest on a podcast can be so effective for your marketing. It can be so effective for getting your message out there to the people who need to hear it. I can it can be so effective for finding those ideal clients who are listening to podcasts and introducing them to you and what you do and how you can help them. Before I talk about tips for finding the right kinds of podcasts and matching your expertise and pitching those hosts. I do want to mention that I did a Google search this morning because I was looking up the statistic for something else in the podcasting field. And I saw that in 2021. In the US alone there were over 120 million podcast listeners. Now, that number is projected to be 160 million by the end of 2022. Which means that a podcasting is not going anywhere be it's gaining more traction and momentum and see there are people out there who are looking for podcast So now on the flip side of that, there's only give or take about 800,000 active podcasts in the world today. Now, in the US alone, there's going to be over 160 million listeners. But then globally, we only have about 800,000 podcasts, how many listeners out there are looking for an expert, they're looking for a sage, they're looking for a guide. They're looking to learn about whatever it is that they're interested in. Now true, some podcasts out there for entertainment purposes only. But guess what, there's people looking for that as well. And there are podcasts out there for educational purposes. And so for your business, chances are you would have a podcast or be a guest on a podcast to educate. And you can also entertain while doing that. But my point is that there are people out there looking for you. So when you can align your expertise with a podcast, a host who has an audience of people who are already your best fit client, imagine you're just borrowing their audience, you're not having to build that audience, you're not having to pay for Facebook ads or for any type of advertising to reach that audience. You're not having to hustle your butt off and show up all over the place and try to be on social media do all of these things to try to reach that audience, all you're doing is sitting down for maybe 3040 minutes, sharing your expertise with that host audience. Now imagine if you could multiply that by five times 10 times 20 times 40 times. The beauty about podcasting is that it's not a one and done thing, like social media, social media post social media posts is a flash in the pan. It's a one hit wonder someone sees it, they go on about their day, they forget about it the next day. Podcast is a type of evergreen content that lives far beyond the time you spent recording it. So you look at some of these podcasts out there. And I personally know podcast hosts who have been around for 10 1214 years since podcasting was like in its infancy. Imagine if you had recorded an episode and you shared your expertise 12 years ago on that podcast, and that podcast host promoted your episode, they shared it on their blog, maybe they had did some SEO, people are still searching for that topic, that podcast is still being found. And they are still finding you 10 1215 years later. Now that's a long span of time, let's say it's just one or two years later, someone's finding you and they reach out to you. And they go oh my gosh, I heard you on such and such podcast and what you said really resonated with me. I'd like to find out more about working with you or I wanted to connect with you and find out more about how you could potentially help me. There is so much power in podcasting.

Kristina Stubblefield  27:51  
And so when if I can add one thing, Courtney,

Courtney Elmer  27:53  
yes. Can I just go on to interrupt me? Yes,

Kristina Stubblefield  27:57  
no. But I said this to someone the other day, it's very much like paying one time for a television commercial that is ran for 10 years. The only difference is you can't search for TV commercials. You know, and that, to me is think about paying one time for something that constantly produces result, or has the opportunity to constantly produce results. And when I said that to someone, they were like, wow, I didn't even think about it living out there. It's potentially not something that really expires, depending on your topics, of course, and your content. But what a great avenue for small business owners entrepreneurs, especially to say in your zone of genius, and it's something out there that constantly has the ability to drive traffic. You don't find that yes, not it doesn't exist in digital marketing.

Courtney Elmer  29:07  
And paying for it with nothing other than your time. 30 minutes of your time. Let's say you do that once a week. Let's say you just do it once a month, 12 episodes a year, that's 12 little foot soldiers out there working for you on a continual basis reaching new people, new audiences who that host is attracting that are finding you as a result. So I'd love to share a bit about if you're looking to be a guest on a podcast, what you should be looking for, and how you should approach that host with your expertise to potentially secure an interview spot with them and share in front of their audience. So first and foremost, you're going to want to look for podcasts in your niche or industry that are or even in an adjacent industry but that have the audience that you want to get in front of For me, I don't look at the podcast itself so much as I look at the audience that it reaches, this is really important, because it is not worth your time to sit there for 30 or 40 minutes to reach an audience that is potentially competitive with you or that is potentially not a fit, not an audience, it's going to convert. And so don't look at the podcast itself, look at the audience that it reaches something else about podcasts that you want to take a look at when you're researching and kind of just taking a look at the different shows that are out there that you could potentially serve their audience. Don't worry so much about the huge big shows, don't be intimidated by them either. And don't overlook the small shows. Because sometimes the and I'm putting that in air quotes, the smaller shows have a very engaged audience. And sometimes then engagement of that, quote, unquote, smaller audience is greater than a podcast that maybe has millions of listeners, but a much lower engagement rate. So don't be intimidated by the big ones. Don't overlook the small ones, either. You should be pitching yourself to both. So there's a couple of tools that I will share here that could be helpful in helping you identify those podcasts that you could potentially be a fit for. Because it's one thing to sit there and open up the Apple app or Spotify or Google podcasts or wherever you get your podcasts and just kind of search and scroll and make a list. And that might take really long time. Or you could go to a tool that I love called pod match pod MATC H pod match.com, I'm not an affiliate, I don't promote them in any kind of way, other than hyping them up because they're great. And I really love this platform. And what this is, is a platform for both podcasters and guests, you can create a profile as a podcast host, and also or as a guest. So let's say speaking from the guest perspective, you go here you create a profile, you're able to upload a photo of you your bio, some topics you could potentially speak to some questions people could potentially ask you on air. And you can also search for podcast hosts, who may be a great fit for you to be able to share your expertise, send them a quick message, they can respond right there in the platform. And it's amazing how easy it is to get on shows using this platform. Most hosts are very receptive. Now there are a few keys that I'll share in a moment that you want to be thinking about before you pitch someone. But most hosts are pretty receptive, especially with the shows that are still getting established that are still growing, that's really a sweet spot.

Kristina Stubblefield  32:39  
When you're talking about pitching, what you're basically saying is not really sending a resume, but you're showing interest that you're wanting to be a guest, and here's why I can speak on these topics, or here's why I believe I'd be a good fit. Just kind of chiming in there. I know that you were I know, You've been talking a lot. So I'm just been here sitting in all if you're watching the video, I'm just like, Oh, she's good at this topic. But in all honesty, some people might not really realize what pitching is. And it's kind of not selling yourself. But some of the larger shows, they may have some certain criteria, or some steps that you have to do to submit yourself for those shows. And I've loved the tip that you put in there about don't discard the air quotes, smaller shows. Because sometimes, I mean, quality over quantity is definitely something you don't want to miss out on. So please continue. This is great

Courtney Elmer  33:40  
in 2%. Yes, so first, you want to find the audience. So audience matches kind of point one here, audience match, point two would be to find a topic match. Now, there might be a show. And let me use a really concrete example here. My show is systems made simple. We are all about teaching coaches and course creators in online business owners, how to get the right systems in place in their business to free up their time. So they can spend that in their zone of genius doing what they love. We will get pitched often from people who are in the technology space, people who are in the finance space, people who are in the entrepreneurial space, people who are in adjacent spaces. Now, when I'm reviewing pitches, here's what I'm looking for. I am looking to see how that person thinks they will best be able to serve my audience. I protect my audience. I'm not just going to put anyone on my podcast who wants to talk about anything that they want to talk about. Because a the topic has to match. So I don't care if you're in the finance section. And we're over here talking about business systems. Show me how to automate some of my finance systems and share that in a four step process for my community, or show me the reason why we need to be thinking about our bookkeeping in a different way. Right? It's a related topic. It's not necessarily a system Coming on to talk about systems. But it might be someone in a related field who is showing me that they can fit their expertise to serve my audience. Those are the kind of guests who make it onto my show. Now recently, we had someone pitches for SEO to talk about SEO. And I was a little hesitant because I'm like, that's a topic that's a little detailed, it's something that goes over most people's heads is something most people don't want to they don't even care about. At the same time. I also know it's very valuable for business owners, you need it to be able to stand out against your competition certainly appear in search rankings. So I believe that having a solid knowledge of SEO is important as a business owner, because I mean, you have to do all your SEO yourself. No. So this person pitched us and we get pitches like this all the time, where I'm kind of on the fence, and I'm like, this person could be a good fit, but I need to see more from them, I need to see how they could fit that expertise to serve my community of small business owners. And so some of those pitches, I'll reply back, and I'll either to them or to their agent, and I'll say, Hey, listen, looks like so and so has a great is very knowledgeable about this field. And we think that this topic could potentially be a fit can So and So speak to this topic. Now, not every host will do that. So where I'm what I'm getting at here is save your hosts the time, do the work, do the legwork, and pitch them with how your expertise can be a fit for their audience. So they don't have to go searching to try to read through the lines and figure out if you really are a fit for them or not show them how you can serve. So it doesn't mean to exclude shows that maybe are not in your niche, as long as their audience matches. And then that's point two, you want to make sure your topic matches as well. So that that host it's a no brainer for them to bring you on their show because they want you to share your expertise about XYZ topic.

Kristina Stubblefield  36:56  
The only thing I will add in there is when I've I've even been asked to be guests on different podcast, I would encourage you listen to some of the episodes, see the vibe? How is it very serious? Is it is it a good fit with how you articulate and how you share. And it doesn't mean that you got to be exactly like your host. But I encourage you just to listen to a little bit of their content, not just throw out all these pitches, and not know anything at all about them or have listened to their podcast at all. That's the only thing I would add to that. So great, great stuff court. As I just shortened your name, Courtney

Courtney Elmer  37:37  
court, I love it. I go by court all the time. That's how I signed my name and my emails court. So I love when people call me that. Okay, so the final step, then is crafting the pitch. Now I'm going to go really high level here, this is kind of a 30,000 foot view, you just want to communicate. It's not about what you say, it's about how you're showing that host that you are the right person to speak to their audience come from a genuine place of caring for their audience, you know, know their audience, like, as you mentioned, listen to a couple episodes know the vibe of their podcast and know how your topic your area of expertise could serve their audience. And that's what you put in that message. Hey, so and so I just listened to Episode such and such if your podcast and I really love the part about XYZ. I serve your niche. And here's how I help them your expertise. And I believe that having a conversation around a specific topic, let's say that again, specific topic, pitch them a specific topic could really be of benefit for your audience, would you be interested in collaborating on an upcoming interview, please let me know your message can be as simple as that, especially for using the pod match platform. It is a very casual platform, you don't have to go out and write a perfectly polished PR pitch letter. It's not like that you just sending messages to people. It's like DMS on Instagram. So that's it, you're just positioning yourself in a way that shows the host a you care. b You could potentially help their audience. See, here's how you can do it. You know, would you like to book an interview now? If they say no? Don't worry about it. No just means not. Now. Sometimes they might come out and say no, we don't feel it's a fit. Okay, move on. There's plenty of other podcast hosts out there. So don't get offended by that. The rejection can be hard. We all get told no. If you've been in business for any length of time, you've been told no before so keep on moving on. It's not going to be the end of the world. That just means that there's a better show out there for you that you're going to be a best fit for.

Kristina Stubblefield  39:41  
Well, one thing I will add to that too is I mentioned it before about batching when some most I would like to say season podcast, probably don't record every week and it could be something that is no right now not because they Don't want you as a guest bit because they're booked up the next three months, six months, however long there has been ones I've been asked to be a guest on, eight months out six months out. And, again, when we go back to strategy, planning, calls to action, just like with your own marketing efforts. You want to be strategic about your timing. So that no might not mean that you're not a good fit. And some people will come back with, you know, I'd love to have you as a guest. I'm booked out the next six months, could we revisit this, in that, to me is not a rejection. And sometimes people are very quick to answer back just No, not right now. And they don't finish their sentence in that's for them to run their business how they want. That might not mean no, because you're not a good fit. And I just want to explain that because I feel like as I get more into batching, you know, we do two episodes a week. And as we get more into batching. With the content of ours, it's important about seasons, it's important about what's happening at certain times, when is it more strategic to have certain guest on different things like that? That brings us right into what I'm going into court. I hope this is okay. I was so glad about the timing of Courtney coming on this podcast number one, I knew she'd be a great guest, I knew she would serve the audience that listens to our podcast, as well as our future audience as she touched on. Because, number one, she's been doing it longer than we have I learned straight from her. I'm very fortunate for that. But you also shared with me, you're going to be opening the doors to podcast course.

Courtney Elmer  41:53  
Yes, we are. Yeah, we are opening the doors again, this course has been so popular. And Christina has been one of the things that a and like I said, like earlier on in our conversation, I never saw myself teaching this. And it has been so much fun for me to connect with other podcasters. And you know what it really is for me, it's not so much about the systems and the strategies, although I do love a good strategy. And I do love a good system. But it's really about helping you use your voice and get your message in to the world in the way that it deserves. And there's a whole nother story there, which if we had time we could go into about why that is so important to me. But that's the bottom line is because you have a voice that deserves to be heard. And the work that you were doing in the world is meaningful is having an impact. Even if it's not Oprah level impact, you are having an impact in your community with the people that you serve with the people that you work with. And so with the podcast, it is always my deepest joy and privilege to work with those who want to do that in a bigger way who are maybe frustrated with social media and the results they're getting there. Or should we say lack thereof, who are frustrated with how long it takes to build an email list, or maybe some other marketing means who have maybe done Facebook ads, maybe they've had some successful campaigns, but they're just looking to add to that they're looking to really leverage their expertise and a bigger way and a strategic way to drive traffic and sales to their business. And maybe like me, they just want to connect with their audience in a deeper way. Connection is one of my top core values. And that was the reason I started my podcast is because I just wanted to connect with people in a deeper way. And so we are reopening the doors. So at the time of this recording, the doors to that program will be opening on January 31 2022. And the week prior to that, I'll be teaching of a free podcast and workshop, which I am very excited to teach really talking about the three essential ingredients that make a podcast successful and why you need them. And it's not your microphone. It's not your podcast title. It's not your cover art. These are three very foundational essential elements that without them, your podcast is not going to have the success that it deserves. And it's not going to reach that audience. So I'm excited to teach that we will have details. In fact, if you're listening to this prior to that date, you can get on the waitlist at EFF the effortless life.co/launch My podcast and Christina, maybe you can link that in the show notes, the effortless life.co/launch My podcast and if you happen to catch this episode after that date, there are going to be times in the future where we open the doors to this program again. So if you'd like to connect with me and just learn for me and just kind of start learning about podcasting, you can still go to that same link put yourself on the waitlist. You can also tune into my podcast systems made simple. And you can look me up on Instagram at podcasts made simple. If you're interested in learning more about anything podcast specific.

Kristina Stubblefield  44:53  
Okay, let's see. I got to look at my notes you went over so much there. First of all, I want to share timing I've been involved with Courtney's program since the day I signed up with it, and even at part of it, you know, after I'd completed the course, but I want to talk about timing, even though you this is something you might be thinking about is this for me, you know, it is worth the investment to figure it out. If this is something, you're really considering what all is involved, whether you're going to do it yourself, or have others help you along the way. And I will also add to that, just because you take this course, you know, when it becomes available, there are some people that wait six months that wait eight months to launch their podcast, if it fits, and Courtney, I hope I'm not going to get some of the things. I know, it's important for people to take action soon. And you have it structured when I took it as trying to get it up within 90 days, which really kind of fit with where I was for launching ours. But I know that there's been other people that have taken your course, that they're not they're not there because of their strategic plan. They needed to time it differently. And that's okay. And I hope I'm not going against what's included in your your stuff. But I just wanted people to think well, I'm maybe considering this for 2023.

Courtney Elmer  46:22  
Or, yeah, so that is our goal is to help you launch it in 90 days or less. We've had people do it sooner. And like you said, Christina, we've had people who've taken six months, eight months, a year, based on where they see the podcast fitting in. Some people like to get in when they know the doors are open, because they don't know when those doors are going to open again, they don't know when that opportunity is going to come again. And I really liked the January timing, because it's the start of the year, and it's a fresh slate. And I know for many people, you know, as we close the foot, the calendar, you know, for one year to the next. There's these big dreams and these big hopes and these big aspirations that we have for the new year, maybe it's launch a podcast, maybe it's write a book, maybe it's launch a new course or program or whatever it might be. And so this is what I've been telling people, this is what for you listening, if this is peeking your interest, you want to learn more, this is what I will tell you to even if you don't want to launch your podcast in March or April, or if you're thinking you may want to just you be happy if you just launch it by December of next year. Get Started take action now because there is a learning curve. It does take some time to get these processes and these systems in place. And the more time you give yourself, the more effective your launch will be and the more effective and the more effectively you'll gain traction with your show the more time to better truly. But there's also those people who are like, Alright, I'm ready to start a podcast. Let's go. I want to do it. 60 days, Courtney, can you help me? And yes, we absolutely can. Because everything's designed, you know, it's your pace, you get to choose how quickly or how slowly you want to move. But slow is good. So I just want to add to that, Christina, because slow is good. This is my own mantra, and my business is okay. If it takes you longer than 60 or 90 days, it's okay if your timeline is longer than that. The thing I can't promise is when the doors will be opening again, because we don't have these planned out, you know, we open the doors with an accepted enroll our new students who come in, we embrace them, we welcome them with open arms and we close the door so that we we meaning me and my podcast coaches who are in the group can focus fully on those students helping those students achieve their goal of launching a podcast.

Kristina Stubblefield  48:37  
Well, and the thing is, you're talking about runway, and we're not going into any more detail other than that's what she's talking about, and how important that is recording all share. You know, I went back and forth through content, even though I went through the course material, I went back and revisited. And for some out there that are listening that whether you're in business, just yourself as an entrepreneur, or you have a team of people, or you work for a company, there may be other people, you've got to get involved in this and getting involved with Courtney's program, I think can help. It did help us with our guidance. It was like having a guide along the way to make sure it was set up correctly to give us the tools we needed. And focus on what we needed to focus on, which was the content. Courtney can do a lot to help you. But she's not in everyone's zone of genius. And if I mean, Courtney, I don't know about you, but we can't go around and be a podcast host for everybody. It really allowed us to focus more on the content pieces and the marketing aspect of it. Not necessarily the basics I needed to do or here I need to follow these 10 steps are and I'm just taking Getting this off the top of my head and not necessarily talking about the course. But you provided a way. And I like referring to this and you're going to know where I got it from. I liked it, though, that this helped provided a straight path forward with no detours. And it was, that helped move that vehicle much quicker than I could have done much quicker, better quality, all around as a whole, as a brand. It helped elevate our podcast from two weeks a month before it launched. And I think that's the important thing. That it made me realize how much more the content in the podcast could be used on the website, on social media, on email marketing, like so many opportunities. And that's why I was so excited about you coming on and the timing be imperfect. Because I mean, we could talk for three or four hours. I mean, we could, I mean, we could maybe 224 hours I, you know, um, but yours. Your knowledge, your expertise, and your willingness to package that into a course is what I'm going to call it was so selfless, because I know what it took to do that. And to continue sharing. You're not just helping people to start their podcast, you're helping them reach an audience, you're helping you there's no way to know how many people that you're genuinely helping. And I love being involved with people like that. Because it just inspires me like I'm going to get off of this podcast and I'm going to be running around here. Like, I need to do this, this and this and this. And that's the thing I want to close out on. I felt like I was part of a family, I still feel like I'm part of a family. I became very good friends with people that are part of the program. Even you and you don't always get that don't for it to be a very close knit group. We all want each other to succeed. And that came from one person, you as the leader. 

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Courtney Elmer Profile Photo

Courtney Elmer

Founder | The EffortLESS Life® & Creator of The EffortLESS Podcasting Formula™

Courtney Elmer is the Founder & CEO of The EffortLESS Life: a company on a mission to help online business owners, podcasters, and visionary leaders overcome adversity and get the right systems, structure, and support in place so they can scale to seven figures and spend more time in their zone of genius.

As a corporate-escapee, cancer survivor, and host of the globally ranked podcast Systems Made Simple, Courtney’s expertise on visionary leadership and business systems has been sought after by leaders and teams for Forbes, Business News Daily, PopSugar, and many more.