Podcasting Principles

Podcasting Principle 1: The Right Strategy

As with building your business – there’s a right way AND a not so right way when you’re starting a podcast.

Especially if you’re a business who wants to build your reach, your reputation as a trusted authority in your field, and your revenue by being able to nurture listeners into leads, enquires and customers from your very first episode.

Where do you start? And, what’s the right strategy?

It’s the strategy that starts with the end in mind.

Which includes your message and how you’re going to monetize your podcast.

Are you clear on the following?

  • Your Reach: specifically who IS your IDEAL CLIENT?
  • Your Reputation: are you clear on the message that speaks directly to your ideal client and a message that’s distinguishable, uncopyable and irresistible – positioning you as THE go-to person in your field?
  • Your Revenue: including your program/offering, along with your seed and lead strategy to nurture your listener along the buyer’s journey. Taking them from ‘not knowing you’ to becoming aware of you, right through to ‘realizing they NEED your services’.

If not – start here.

Podcasting Principle 2: Create Fans NOT followers

“How do I grow my followers?” “How do I increase my downloads?” “How do I increase my subscribers?” are questions I’m often asked.

You create a niche community of your ideal clients who love what you stand for and what you do.

Continue to create interesting, informative and inspiring content you know they’ll love and appreciate.

And, do that with each and every episode.

Because focusing on building a massive audience of followers (anyone and everyone) is pointless, as they’re highly unlikely to become a client.

Instead, build a highly niched audience and community because they’re far more engaged AND when they’re ready – will step forward.

General followers (i.e. anyone and everyone) won’t.

Podcasting Principle 3: Focus on building Reputation Equity NOT Vanity numbers

From being asked the common question: ‘How do I get my podcast ranked on Apple Podcast’s New & Noteworthy?’

Through to being pitched by podcast promotion companies who for a fee will help me ‘hack’ my podcast subscriber number to secure the coveted ‘Apple’s New & Noteworthy’ ranking.

It’s not happening.

Because I’m not focusing on vanity numbers that at the end of the day, mean nothing.

Rather, I’m focusing on building my reputation equity, my promise of value, my promise of expectation by creating content I know my audience will love and benefit from.

And, for specialists who are looking to become the trusted authority in your industry with their podcast – I’d suggest you focus on that too.

Because when you continue to share compelling content that positions you in a category of ONE and your message speaks to and influences your audience of one, that one becomes two, becomes four, eight, sixteen. You get the picture.

And before you know it, you’ll have a podcast that continues to nurture listeners into leads, enquiries and ultimately paying customers from your very first episode (IF you implement Podcasting Principle 7)

Podcasting Principle 4: Message BEFORE Microphone

So many businesses mistakenly think that getting the best microphone will enable them to create a successful podcast.

It won’t.

Because if your message isn’t already working and generating interest and clients with the marketing you’re doing already – you’re NOT ready to start a podcast, yet.

Because your podcast will only amplify your existing ‘ineffective’ message.

And, you can’t edit and mix compelling content that converts listeners into leads from fluff and banter.

Even if it was recorded on the most expensive microphone.

You just can’t.


Learn more at our free webinar!
Annemarie Cross takes us inside Power Podcasting – Learn HOW TO BUILD YOUR REACH, REPUTATION (AS A TRUSTED AUTHORITY) & REVENUE WITH A PODCAST – Free, on November 12, 2020.  Learn More

Podcasting Principle 5: Compelling Communication Techniques

Your voice has the ability to engage, educate and entice those people who area ready to take that next step – to take that next step.

There’s something powerful about spending time sharing your heartfelt message with someone as you continue to build that all important ’know, like and trust’.

However, as adults we can often be skeptical when it comes to learning new information. Along with trusting the person who is sharing that information.

Along with the fact that we bring our own biases, concerns and (unhelpful) beliefs to the conversation.

So, by learning compelling communication techniques you can build rapport, and ‘know, like and trust’ while nurturing your listener strategically along the buyers journey.

And, with a strategically placed call to action, your ideal will make that move and take that action, when they’re ready.

You just need to learn WHEN and HOW.

Podcasting Principle 6: Distinguishable Experience

Are you able to clearly define:

  • Your 3-5 Core ‘Experience’ Values?
  • Any quirky characteristics?
  • What makes YOU unique?
  • How you would like to influence others to feel and be in your company?

These are just a few things to consider when created a uniquely distinguishable (and uncopyable) experience that only you bring to your podcast.

Define it. Then BE it.

On every single episode.

Podcasting Principle 7: Robust List Building Strategy

Subscribe to my podcast. Leave a rating. Give me your feedback, are all typical calls to action.

And, while there’s nothing wrong with them – if they are the ONLY call to action on your podcast – it’s a missed opportunity.

Getting your listener OFF your podcast and onto your list.

That should be your priority.

Which is why we encourage all of our clients to develop a special 3-part Podcast Series, which becomes the first 3 episodes of their podcast, and their lead generation opt in, so they can begin nurturing listeners into leads, enquiries and ultimately paying customers from their very first episode.

And that’s what’s shared on every single episode following and is the call to action you remind people of not only from your own podcast, but also every single podcast you’re interviewed on and other media interviews.

Even when you’re speaking from stage – get people onto your list with your podcast series opt in.

That’s your robust list building strategy for your podcast.

That’s #PodcastingWithPurpose


Five Ways to Build Your Online Business

If someone wants to learn more about you and your business, the first place they’ll look is at your website. Your website is your online property, working hard for you long after you’ve stopped working for the day.

But will they find it?

Remember the famous quote from Kevin Costner’s “Field of Dreams”? He said “if you build it they will come”

Well, it doesn’t quite apply here. If you build it, they won’t necessarily come. And if you have very little (or no) website traffic, then your site isn’t doing much to grow your business at all.

So what do you do?

Here are my top tips for attracting more clients to your website and converting them to paying customers:

1/ Have a Great Website with Fresh Content

Your website is the most important marketing tool for your business. Make sure your website is professional, engaging, and up to date. I highly recommend writing blog posts or newsletters for your readers. You don’t have to create content all the time, you just have to be consistent with it.

2/ Build Your Email List

There’s a direct relationship between your email list and your online sales. It’s much easier to build lasting and profitable relationships with your email subscribers than your Facebook followers. However, people are not as willing now to give out their email address as in the past. You need to create some kind of opt-in goodie to offer your ideal client in exchange for their email address. Common opt-ins are free reports, videos, newsletters, eCourses, and white papers.

Learn more at our free webinar!
Christina shares secrets to getting unfrozen in your online business, and heading to success! “The Big Picture Overview of Creating an Online Business” is free on September 24, 2020. Learn More

3/ Use Facebook, Twitter, LinkedIn + other Social Networks

According to Statistica, an estimated 3.6 billion people are using social media worldwide in 2020. That number is expected to increase to almost 4.41 billion by 2025. Did you know that social media is actually a major source for all referral traffic? Use your social media platforms to drive traffic back to your site.

4/ Build a Simple Marketing Funnel
A marketing funnel is the path a person follows from prospect to paying customer. A funnel doesn’t have to be complicated. It can be as simple as:

  • Prospect visits the page and opts in for your goodie (by giving email address)
  • You send the prospect an email through your email marketing system
  • The prospect gets engaged with your emails and clicks on a link in one of your emails.
  • The link takes them to a sales page and the prospect buys your product or program.
  • Prospect is now a paying customer and you nurture relationship

5/ Sell Your Products and Services From Your Site

In order to grow your business, you need to be able to sell directly from your website. There are many tools that make it easy to add payment buttons and link them to a payment processing or shopping cart system.

So are you ready to take your business to the next level and market your business through your website? Join me as I lay out the big picture overview of how internet marketing all works together to support your business. Learn how to turn your website into a client attracting, list building, money making machine!

How To Start A Movement

how to start a movement and elevate consciousness

When you think of creating a movement, you may naturally think of Ghandi who supported the liberation of India from British rule, Martin Luther King who campaigned for civil rights, and even the #MeToo movement for ending disrespect and violence against women. These are big history making and society changing processes. But how is a movement born?

Social Buzz Club, Founder, Laura Rubinstein interviewed transformationist Joseph Ranseth about what is a movement and how does one launch it. This article is a summary of this in-depth interview. Be sure to watch the interview that is embedded within this article below.

What is a Movement? Defined

The word “movement” has become a buzzword in the online marketing space and many who simply want to move product make their objective it sound grander with the word movement. Marketers can use their tools and strategies to engineer transactions. They identify the words, colors and experiences to stir the emotions that lead to the predictable actions that they want you to take. That works to get a certain number of transactions done.

However, the purpose driven entrepreneur who has experienced hard earned life lessons typically has a heartfelt desire to serve others are passionate about causing transformation and serving others. For these people relying upon marketing tools and strategies is not effective. Great marketers not only have the tools and strategies, but they also understand human behavior and what drives decision making.

Master Marketers Engineer Transformation

Master marketers have this knowledge of what drives human behavior along with the tools, but they are not trying to move product transactions. Instead they use it to engineer transformation. They ultimately give people a new lens for how they see themselves or the world around them. Then there are natural actions that occur. Change comes from two places discipline (decision based) and disposition (natural inclination). Discipline change is about creating a new habit or using will power. Under stress the discipline goes out the window. Disposition based change is about a belief that has been activated. It has a deep foundation and causes more sustainable change. For example, when a grandfather who has smoked his whole life sees his newborn granddaughter and realizes he wants to be around for her graduation, he makes the choice in an instant to stop smoking forever.

Disposition based actions cause sustainable change and master marketers work to create just that. In marketing and creating a movement when you focus on giving people a new lens, that change happens automatically.

3 Keys To Start A Movement

To start a movement, Joseph suggests identifying these three keys:

1- Big Idea – Identify a big idea that is bigger than ourselves. It has the power to bring people together for a common cause without them giving up their identity. This concept allows people to celebrate their differences, yet they can come together because there is a universal truth or principle that resonates and the idea can grow from. For example, Dr. Martin Luther King was not focused on passing a civil rights bill, he was promoting the big idea that all people are created equal. Once you have the big idea then start thinking about how do you express it in physical form.

2- Clear Message – The heart of the message is easily recognizable and repeatable and people just get it. “I have a dream” is what is remembered in context of everyone getting along not the full 16 minute speech Dr. King gave. When people get it, it anchors them to it and they naturally take action in alignment with it. You must capture the universal truth in a such a way that it lands in the hearts and minds of people and transforms them. This is where the art of choosing words that help things go viral that Joseph consults about.

3- An Army of Advocates for the Cause – You need evangelists. Find the eternal truth behind this – helping people care for families before it becomes an emergency. There was no way that Dr. King took on people getting along and treating each other as equals on his own shoulders. Thousands and eventually millions got caught up in this movement. Here at Social Buzz Club, we love bringing influencers and advocates together to grow movments.

How To Identify The Timeless Universal Truth

Take the time to contemplate the bigger picture of your mission. Here are some questions you can start with:how to create a social movement

  • What is the timeless universal truth your building upon?
  • How can it be expressed in a way that resonates deeply? Paint the vision for them (I have a dream speech)
  • How do you communicate it so people take up that cause so they don’t feel like they are losing themselves or serving someone else’s agenda?

From Marketing To Movement

Marketing is about promoting a product, person or a company. When you elevate it to a conversation that everyone can be a part of, you have the foundation for a movement.

A movement elevates human consciousness. It’s not just about achieving a goal. It’s about impacting the human trajectory of humankind for the better. Thereby allowing future movements to build upon that. When you identify that thing that is helping to elevate human consciousness, then you look at it as a process that is distinct from asking the question how do I get a whole bunch of people to buy stuff. Instead we build on an eternal truth that causes transformation.

Working Through The Drama Triangle To Elevated

Many people who start movements see a “wrong” that they want to “right.” It starts with the drama triangle. As the formula, life and most stories go, there is a damsel (or person) in distress captured by the evil dragon and the knight in shining armor saves the day. In other words, there is a victim to some sort of villain and a hero saves the day. Any time there is drama in our lives there are players in these roles. Movements are a lot of drama. Someone is the victim to a villain and the hero or person/solution/legislation is needed to save the day.

Villain represents the shadow or the wound

Usually this passion for causing a transformation (creating a movement) comes from something that is very personal. Knowing how bad it can be is a starting point. Many social justice movements, started with people who are wronged and want the logical conclusion of the opposite to solve this problem.

In order to have an effective movement we need to come to the place where we are no longer in the drama triangle. And rather we can observe it. That’s where our awareness is elevated to a place of seeing the whole (both sides) – not just heads or tails / right or wrong… But look, it’s a quarter and both are necessary. Then from this new perspective the dialog can begin. To ignite a movement you must move from here’s the thing that is wrong to the higher perspective that can actually change the conversation.

When you have an idea, Joseph puts their big idea through the 9 step rubrik to make sure it qualifies and get to their bigger vision so that does more than raise awareness. It changes a conversation and gives the world a new lens.

Great questions to transform your idea to a new lens for humanity include:

  • What dialog are we going to make obsolete?
  • What is the conversation that makes our differences irrelevant?

How This Doctor’s Movement Is Ending Professional Burnout

Joseph admires Dr. Diane Ansari-Winn who has invested her life in being a healer. While practicing anesthesiology she got burned out. As she came out of this, she wanted to help other doctors heal and prevent burnout. As she and Joseph worked though the vision and elevated the conversation from good/bad to the broader viewpoint, she launched the Physicians Vitality Institute that empowers healthcare organizations to incorporate more dialog around physician wellness and programs. This included training to help physicians do peer to peer coaching to prevent burnout amongst each other so eventually the whole discussion of burnout in the medical profession becomes obsolete.

How To Start A Movement Summary

Look for the timeless eternal truth. You can start with the problem, but then elevate it to something everyone can buy into. For example, people thrive when they are in healthy communities. Elevate your vision from engineering transactions to creating transformation.

Start Your Movement With The Global Influence Summit Community

Joseph leads the Global Influence Summit 2019 marks the 4th annual conference. Attendees with start engineering transformation with him March 21-23, 2019 in San Diego.


The Thoughts You Think Are Magnetic

How Thought Creates Good or Bad Fortune

The thoughts you think and the feelings that follow them have an electromagnetic reality. The focus of your attention sets up a vibration of energy in your electromagnetic field that attracts experiences related to what you focus on. You may choose to focus your attention on particular ideas, yet subconsciously you may have conflicting thought-reactions to those ideas. This conflict is the root cause of what we often label “self sabotage.”

Rooting out subconscious beliefs is not a new idea to modern science. Uncovering the effects of past programming is the basis for the field of psychology. However, psychologists aim to alter our beliefs in order to change reactions to circumstances, whereas the Polynesian philosophy of Huna teaches that beliefs generate the circumstances, not just condition our experiences of them. Our discoveries about our deeply held beliefs can enable us to change our reality.

It is your beliefs—your thoughts, feelings, attitudes, and expectations—that draw to you everything you experience in form. It’s an established fact that an electromagnetic field surrounds you. It also flows through you like an electric current and actually magnetizes your thoughts and feelings so they attract forms that are like them. Every thought you think goes into this field. If you focus on an idea consistently, it becomes magnetized more strongly and, thus, has more power to attract that idea in form. How, then, can you reprogram your subconscious with new beliefs for attracting what you truly want?

It’s important to note that the conscious aspect of the mind is responsible for programming the subconscious. In Mastering Your Hidden Self, Dr. Serge Kahili King, a scholar of Huna, writes, “Conscious attention is a matter of choice; subconscious attention is a matter of habit…. The power to create your own reality is limited only by your conscious or unconscious beliefs about what is possible for you to achieve or experience and your ability to focus your attention toward the beliefs you choose…. Learning to consciously decide how to direct your thinking and keep the direction of your intent is a marvelous skill because all of your experience comes from that.”

The key, then, to manifesting your desires is the directing of both your conscious and subconscious attention toward a particular purpose with as little confusion and distraction as possible.

If you are satisfied with what you are experiencing, the quality of your relationships, and the amount of love, creativity, and success in your life, that’s great. If you aren’t, then, with the help of your vital energy, you need to shift your complete attention to a new pattern. The magic happens as you learn how to align your conscious and subconscious attention to achieve a specific purpose while directing a clear, continuous flow of energy toward your intention.


This is an excerpt from “The 7 Lost Secrets of Ecstasy and Success” by Dr. Kala H. Kos.

Dr. Kos helps people fulfill their dreams through an ancient Hawaiian “Science of Empowerment.”
Follow her on Twitter  www.twitter.com/KalaHKos

Find her on Facebook www.facebook.com/kala.h.kos

© 2018 Kala H. Kos. Permission is granted to reprint the above article in print or on your website as long as the attribution sentences above and links below them are included.