TLH-GI John Mendez | Business Of Podcasting

 

Mastering The Business Of Podcasting With Tracy Hazzard From Walk 2 Wealth With John Mendez

Podcasting is more than just recording and publishing your show. In today’s world, you need to also play the digital game for your message to be heard. Tracy Hazzard has been successfully doing this to hundreds of clients. In this episode, she sits down opposite John Mendez for Walk 2 Wealth to share how, together with her husband, she mastered the business of podcasting; so much so that she not only became an expert but also delivered results to many podcasters coming from different industries. She talks about their unique referral system, the difference between good and bad incentives, and getting good at the ask. Throughout the conversation, Tracy highlights the importance of being involved in the process; it is a true mark of your belief in the value you provide your clients and audience. Learn more about the world of podcasting and what it takes to rise to the top today!

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Welcome to the show. If you’re reading, make sure to do yourself a favor and give us a follow. I would hate for you to have FOMO or Fear Of Missing Out on the amazing guests that we’re bringing on this 2023. Without further ado, let’s get right into this episode. Tracy, for anyone who hasn’t had the opportunity to get to know and meet you yet, tell us your elevator pitch. Who are you, and what do you do?

I am a podcast expert, and I’m going to say it in the way that I am an expert in what we call brandcasting, which means that you need to get your original message, original ideas, and your voice out to the world. You have a mission and a message, and you need to get that out, but what some of you don’t realize is it’s not just about the message. You also have to play the digital game.

That’s what I’m an expert in, optimizing and playing the digital game. This is all controlled by bots and AI, all that fun stuff that you’ve been hearing about. We’ve been doing this for decades. Understand that you have to make that work. Otherwise, no matter how amazing your information is, it’s not going to reach the right people. That’s what I’m an expert in.

Tracy, take us back in a time machine. What was little Tracy like growing up? What are your aspirations? What were your dreams? This is like growing up in your household.

I always had what you would call high pattern recognition. I was lucky enough to grow up outside the country. I lived in South Africa at the height of apartheid in the late ‘70s. It was such an interesting time to be there. It was so dangerous, so we were isolated on a base that my father was working on. My mom would take these classes because there was nothing else to do. She would bring us along. I was young. She would give me a book, and I would sit under something or sit around something and read.

I was a heavy reader of books that were way beyond my age because they were on the shelves and I didn’t have access to a kids’ bookstore. She would do things like learn how to basket-weave and how to use a loom. I would sit underneath there reading, and my mom would say, “This isn’t working. I don’t know what’s wrong.” I would look up, and I go, “You missed a spot right there, or you missed a heddle. You didn’t thread it in the right order.” She’d be like, “How do you see that?” It would drive her crazy that I could identify that.

A good example is a little later, my mom came home with these two candlestick lamps and put them on the side table. She’s so proud of them. She searched all over the store to find these two matching ones. I walk into the room, and I go, “Those are great, but did you mean for them not to match?” She was horrified. She said, “We spent an hour finding matching ones. I thought I had matching ones.” I was like, “No. Do you see those patterns slightly off here?” It’s something that I’ve always been good at. It is being able to see that gap and missing piece when things don’t go well together. That pattern is a signal that something’s wrong and that there could be an opportunity. Everything is in the gaps in the patterns.

That’s an amazing thing to point out at such an early young age, which is to realize that you have that skill and knowledge and be able to recognize that. Let me ask you. When did entrepreneurship and podcasting start to take place?

I have to say I never considered myself an entrepreneur. Maybe not even many years ago. I consider myself a business owner. I certainly consider myself an innovator and a designer. I went to design school, so I consider myself those things, but the entrepreneur title wasn’t something that I latched onto. It was a reluctant thing. It happened when someone said, “You probably need to network some more.” I said okay and joined the meet-up. I jump on and see this thing called an Entrepreneurs’ Meeting. I was like, “I’ll go check this out.” That turned out to be the right place for me. That’s what I discovered, like-minded people.

That was a little less than a decade ago when I discovered my family and where I belong. That worked for me. The transition from one thing to another has always been fluid. It’s not something that I think about. I feel like I’m always using the same skillset. In my case, it’s design and innovation skillset. I’m designing a business now or a podcast tomorrow. It doesn’t matter. It’s all the same skillset. It doesn’t seem like it’s off the cuff.

What happened at about the same time that I discovered entrepreneurship for myself, I started a podcast with my partner and husband, Tom. We started a podcast in 3D printing because our core business at the time was product design and development for mass market retail. We did a lot of eCommerce products, a lot of Target, Walmart, and Costco. 3D printing was a part of that. We thought, “Maybe we could participate in this conversation of desktop 3D printing,” because we were already experts in industrial.

We thought, “This would be fun. What could we do? Let’s start a podcast. It’s a little passive. I don’t want to get on camera and have my hair done.” It seemed easier, and livestreaming wasn’t a thing back then. That’s what we did, we started this podcast. Part of my going out into the entrepreneurial world was people would walk up to me and say, “You have a podcast. How’d you get 100,000 listeners a month?” I’d be like, “They just came?” I say that cheeky because that’s what most people would say. They’re like, “I don’t know. They just happened because I started a podcast.”

It doesn’t work like that. There was a lot of work put in and I knew it. I would say, “We did a blog.” We did the podcast and we would do video intercepts that would be extras and bonuses. You go to our website and you’ll watch the videos. They were also on YouTube. You would watch the machine run when we were talking about a product or a design idea.

That’s how podcasting came about. As I was telling people what I would do, they would say, “Do you think you could do that for me?” Enough people said that where I said, “Maybe we need to start a side business on this,” and that’s how it happened. In 2017, we took our first ten clients. We already had a team who was doing the stuff for us. We had a system and a process, so we felt we could blog ten people in. Those ten people, within a year, referred us to 100 people. By year two, we had 100 clients.

Before we even segue into the conversation, this is a good point to start because this message is super important because everyone is on the get-rich-quick and best trends. With marketing, it’s one of those things where it’s always something new. There’s always a new strategy, new ad, algorithm update, or new AI, especially now coming out with new tools and new features.

Word-of-mouth referral is probably one of the best ways to grow something, especially when starting out. It’s so overlooked because we’re force-fed this content marketing strategy, post 1,000 videos every day, and one of them will land, and after months, you’re burning out. What was getting those referrals like and making sure the people were willing to jump on the ship while it was still a pretty new ship in terms of that business model and helping other people with their podcast? What was that like making sure that they were so happy and satisfied with the result that they went out and told their friends, mom, sisters, family, cousins, brothers, and everyone else on board?

We make it a system of referrals. I teach an entire masterclass on this. It’s all yours. There is an hour-long masterclass on referrals that I do. The reality is you can’t have great referrals if you don’t deliver a great service. At the end of the day, that has to be primary, but it doesn’t mean that you’re not constantly growing. We’re getting better every single day in the services, the business that we provide, and upgrades to our technology. All those things are happening.

People are very willing to forgive it for not being perfect if you’re comfortable being transparent about that. Also, if you are also owning it up when it doesn’t work, working with them to get it better, and using their input to make it better. They are usually very forgiving, but when you feel a desperate need, they are eager to refer you because they know how hard it is. We were filling a desperate gap and need right at that moment in time. It made everything easier and better for them. They knew that and wanted other people to benefit from it.

We also incentivize them. When someone refers a production client that’s not fast sales subscribers, $29 a month hosting, that’s not what we’re talking about. That’s affiliate sales. That’s a different model. When we talk about serious referrals, it’s usually a high-end program. In our case, if you were one of our clients and you refer a customer who closes with us and becomes a client, you get five free episodes of production in your system.

That’s about $1,000 in value. You could do over a month’s worth of podcast with that production and not have to pay. I have clients who don’t pay at all. They just refer great people who become my clients. It’s how it works. It is when you can build in an incentive program that also makes them feel like they got value for that referral that was something useful to them. It’s not an Amazon gift card. It’s not a bottle of champagne in the mail. Although, we do that, too.

Making it a system is critically important, and making the incentives that they receive is something very worthwhile to them. It makes it top of mind, and that’s the hard part about referrals. It’s not only being a great service and making sure people want to refer you but them remembering to refer you when they’re busy doing their own thing.

How do we get that to happen? That’s the real interesting part about referrals and why we developed it into a science. The reality is that it’s not like we chose referrals as our primary form of marketing. It chose us because we didn’t want to spend any money on marketing. We were too cheap to do it. Also, I do have a mindset that there are a lot of what I call hustle pros. It’s not my own term, but I’ve heard it and I like to use the same phrase.

They’re usually guys. The hustle pros are these guys who go out there and sell the hottest and latest thing. They are the ones who created a ChatGPT book by using ChatGPT and are now selling you how to use ChatGPT. They made it, but they don’t know how to use it. They know how to sell the latest thing because the latest thing always works better when you’re first into it than it does a year in or two years in.

When you get someone who figured out how to make podcasting work for a decade, they knew what they were doing. When you get someone who got in when nobody else was in, and they got hundreds of thousands of listeners, and it was easy for them because nobody else was podcasting, they don’t have a formula that’s going to work for you by the time you get around to adopting it.

That’s why I said when you go in, push those ads and that marketing, lots of times, there’s no substance behind that. It’s always suspect, so I didn’t want to go into a marketplace. I wasn’t sure I was an expert yet. I wanted to make sure that I was going to be an expert in it before I was going to go out there and help people who we have the answer. That’s why we chose not to do the marketing because I don’t like to push out there and fake it while I make it. That’s not who I am. It’s not the way to go. It doesn’t mean I don’t have tremendous confidence in what we produce and what we do. You should have that confidence in what you do.

You have so many nuggets in there. I love what you mentioned. This reminds me of one of the only things that I learned from college that applies to any of what I have going on now. I learned it in Microeconomics. It’s when you have the right incentives in place, people are extremely predictable, and you find a way to gamify that entire process. I love gamifying because I play a lot of video games. At least for the past generations, everyone, for the most part, played video games at some point in their time when there was Nintendo 64 or it was some type of Wii, DS, Xbox, or PS4. Video games are such a critical part of almost everyone’s childhood and teenage years in development.

We’re accustomed to the idea that we should be rewarded. The reward system is built in. Sometimes, people misunderstand that. When they say, “I’m going to gamify something,” they go and create this leaderboard. I was on a show that did this. They sent out this leaderboard information of who got the most listens and who was sharing it the most, so you must be better than the other guests on the show.

I looked at that and thought, “You insulted me because I know. I added such value, and maybe I was only meant to talk to 5% of your audience, but I helped that 5% make tremendous gains into where they were going to go.” You discounted the value that I added and turned it into download numbers for you only. You told me that you don’t value your audience. They’re just numbers. Why would I now refer you to a better guest, to someone bigger than me, to somebody I know? I’m not going to help you.

You disincentivized me to participate with you further by using the game wrong. Those kinds of things have to be an incentive. It’s got to be a reward that means something to you and something substantial like, “I don’t have to shell out another $1,000 this month for my show.” All I did was type a little quick email that said, “Here’s somebody to meet.” I was like, “I can do that all the time.”

That’s where we want to make that happen. I like to surprise people. Surprise rewards are a great model where it’s not expected. My clients now expect to get five free episodes. It’s a part of the process. They know that’s what they’re referring to, but when I send them this fancy funny postcard that captures their attention and teases them about all kinds of things, we’ll send everyone and say, “Have a beer on us. Thanks for referring, but there are five free episodes in your in your counter.”

They are still getting their episodes, but we send them the message in a fun, funny way. When they hit five, we send them a bottle of champagne and this card. We say, “No, we’re kidding. It’s in your mailbox. Go check.” We’ve surprised them in the process and continue to make it fun and top of mind for them, as I said before. That’s the difference there. When you gamify, it can’t be typical.

I love where we’re going in the conversation. Excuse me for going down his rabbit hole, but you mentioned incentives, too, so let’s talk about it. As I said, this is something that I picked up a little bit in Microeconomics in college. I don’t know if people are still teaching that. It was a Genetics class that I signed up for. It was required because I was in a school of business at the time.

It’s a good class. Everybody should take it. I went to art school. We didn’t have Economics. I wish I did. It’s one of those things.

Let me ask you. What is a good incentive? What is the differentiation between a good incentive and a bad incentive? You give us one with the leaderboard.

First off, you do have to understand your audience. People who sign up for affiliate programs are a great example. They have a very similar mindset. They want to make a buck, do it without having to create something, and you give them everything that they need, and all they have to do is email it out. They are people-people if you want to think of them like that. They’re good with their audiences and influencers on social media, and send out newsletters, but they don’t have original ideas.

They’re finding other great ideas that they think are going to be applicable, but what they understand is their audience and people. When you think about people-people, what do they want? They want more social capital. They want to be raised up in their community. How can you do that? In that case, it’s great to give them some affiliate incentives and add up money for them, but make an announcement about you being the top affiliate, doing something like this, being amazing, and your audience being so great. Give them something that then incentivizes them because it raises their authority and their value in the eyes of the community that they care about. That’s what it is.

You have to think about it because it’s not always the same for everyone. To me, I couldn’t care less. I don’t care to have more social capital. It doesn’t mean anything to them. I’m all about the value you brought into the world. I want to work with valuable partners. They’ve got to demonstrate value to me in order for me to be incentivized to share them. That means that they have to care first, meaning that they can ask me for something. They give first. If they show giving first, they are more likely to get my attention.

It’s a different model of thinking, but you’d have to know that’s your audience. CEOs of a company are very weird. You’d think, “They have money. They can spend money on everything,” but they have expectations of things for free that you wouldn’t believe. They get so many people asking and taking, and rarely do they get someone giving. When you flip that around, you catch their attention. It has nothing to do with them being cheap or anything like that. It has to do with the fact that they don’t know who to trust.

I love that you bring that up because, for me, one of the things that I learned from joining the Real Estate Mastermind back when I was focused on real estate is the idea of coming from contribution in whatever you do. When I started teaching my social media classes, they were entirely free for the first 4 or 5. Part of me didn’t feel worthy to be charging. It was part of Imposter syndrome.

I never charged anyone for anything before. I had to get over the awkwardness of that. It’s like, “These guys have done so much for me. This is the least I could do.” There’s a quote that I love. It’s, “You do more than you’re paid, and eventually, you’ll be paid more than you do.” Many people became wrong.

I do believe that. I also think that we have a responsibility to recognize that. When we take something for free and we don’t give back, we’ve done something wrong in the Law of Reciprocity. We’ve done it wrong. As a taker of your course, if I didn’t refer someone to you, share you on social media, or I didn’t do something to reward a great service to me, then there’s something wrong there. A lot of times, the biggest problem is we don’t go and tell them what they can do to support us. We give it to them for free. We serve them and we forget to say, “If you got value here, the best thing you can do for me is share my Instagram or let people know about my paid course.” You have to let them know what the best thing they can do for you if they have value, and we don’t remember to do that enough.

When we take something for free and don’t give back, we’ve done something wrong in the Law of Reciprocity. #Walk2Wealth #JohnMendez #podcastinterview Click To Tweet

It’s all about the ask. Let me ask you. How do we get good at the ask? A lot of times, especially when you’re starting off, at the start for me, it felt weird and awkward. I didn’t know how to say it. I will come across, like, “I’ll give this amazing presentation. I’m super good. I’ve prepared, and I’m so well spoken. I got the slides, stories, information, and data graphs,” then it’s like, “The course is done.” I lose my words, stumble, and stutter. It’s just a big mess.

At least it was a big mess until I started getting over that. Starting off, as I said, I didn’t even know that that was an issue because I have never charged somebody until they came time to ask or ask for something. It wasn’t about charging but asking for the next step and giving a call to action. I felt so weird at first. How do we get at the art of the ask?

First off, I personally got trained to sell from the stage. Now, I don’t do it at all like my coach. I’m a much more soft sell. It’s the way that I prefer it. It doesn’t work for me and my personality, and it doesn’t work for my audience to be a hard sell, but I trained to understand how that works because it gets you in that zone of comfort. If you’re not comfortable selling, then you need to find a way to get comfortable. Either that means crash course it and go keep doing it until you feel comfortable doing it. That’s a way if I can’t afford to hire a coach to do it. Go get a coach and try it out, or start testing out the way you say things with people and do small asks. If we do small asks, we’re going to condition ourselves to do it.

When I give an hour-long or a 45-minute presentation, I make three asks, but I don’t think of them like ask. It’s not in my mind at all. I have three opportunities. That’s exactly how I look at them. About 10 to 15 minutes in is my first opportunity. I consider it an off-ramp. In other words, if you’re watching my presentation, I know my audience of core people who come and hire me to produce their podcast is someone who’s too busy to watch the whole hour. I know that. I want to let them know that I told them the why, why this is important, why it works, or why it’s going, but I haven’t gone into any of the how at that point in the offer.

Usually, it’s like the origin story phase.

It’s usually at the beginning, like, “Here’s why this is important. If this interests you and you don’t have the time or energy and don’t want to learn how to do this yourself, if you just want someone to do it for you, go make an appointment with my co-host and partner, Tom. Go do it. It’s on the website. It’s free. Make an inquiry. I want you to know you don’t have to listen to anything more. He will custom talk that through with you, and you don’t have to listen to anything else here.”

You do not have to learn how to do any of this. That’s an opportunity right there. I have time. It’s an opportunity. I am going to have to trade it for money, but I’m willing to hear what that money is. I’m going to go take that off-ramp. I’m done with the video. I’ve watched ten minutes, and I’m good. That’s the first off-ramp I give, but it’s an opportunity to save time. That’s how I look at it.

The next one I give is an opportunity for, “Did you hear enough and get enough value from what you want that this is something you want to explore further? I want you to know that I’m now going to go into the sales pitch, and you don’t need to do that. If you want to have the sales call, go straight with the team. Get custom answers instead of having to sit through the generic.” I always do that because it makes it sound like I’m talking to you.

I’m saying, “I know you have individual questions and needs. I recognize you as an individual, and what we do isn’t cookie-cutter. Here’s your opportunity to drop out now, or you can continue to stay on.” I go through the end. My last offer is never at the same offer. It’s never a jump-off and having a phone call with the sales team. At that point, my offer is the low end or the low ticket. “You’ve sat through the whole thing. I hear that you don’t have money and you want to learn how to do this. I’m going to be honest with you, there’s more work to this. You’re going to have to learn this and this, so here’s my next opportunity for you. Come in and host with us. It’s $29 a month. You get free coaching every single week included in that.”

“You can show up, ask your questions live, and have me help you directly. Come and do that, and I’ll give you all our masterclasses.” It might be an offer like that. It’s given them a huge amount of information and given them access to me for a very small amount of money in the scope of things. That’s where I would leave them, and that’s still giving them added value for something that they spent an hour listening to. One of the things that I believe in is that if you leave too much on the table, like if you are hinting and teasing, you’re not going to get that conversion at the end.

If you leave too much on the table, you’re not going to get that conversion in the end. #Walk2Wealth #JohnMendez #podcastinterview Click To Tweet

That’s super interesting. I did my first webinar, where I structured it to have an upsell at the end of the presentation. Before, it was like, “How much information can I cram into an hour?” There’s no actual structure to it, but it’s like, “Here’s everything I know about this one topic. Here’s all I know about Instagram.” That’s my one-hour presentation because I didn’t know about selling. As I said, at that stage, I was still super awkward. I didn’t know how to ask or sell, then I started learning about this stuff.

When I soft-launched my course, it was 45-ish minutes or 50 minutes. The first 15 or 10 minutes were me getting through the backstory of how this came about, why I do what I do, and how I do it. For the next 40 minutes, it was me going through not the actual step-by-step tactic but the strategy overview. It is like, “Here’s how we get it done,” type of thing. At the end, I was like, “Let me ask you guys a question. If you guys found this value so far, do you want to hear this super amazing offer I have created especially for you guys?” I then went into the pitch. Honestly, I feel like I came off awkward. It went so perfectly.

Everybody does because you’ve come off of all this massive teaching into a pitch and it feels weird. In your mind, you’re already going like they all stop the video. They all jumped out. That’s what you’re thinking, especially if you’re not doing it live. You’re thinking, “They’re all going to jump out. They’re done with this.” People don’t work like that. I’m making my decision about you in the first five minutes. I’m making a decision of, “Do you have the information I’m looking for?” I have a need, whether it’s a voice need or a need that I haven’t quite figured out what it is I need, but I have a need or I’m not going to go watch a webinar in a video.

I see the title of it, and I hear something about you. I think, “Maybe that’s going to fill the need,” but if you don’t feel that need or intrigue me enough that you might be able to answer that for me, in the first five minutes, I’m gone anyway. Now, if you get me through the first 5 to 10 minutes of it and this is a desperate need, I’m sold already because I’ve been looking for somebody to fill this gap. I don’t need to listen to the whole hour. That’s the mentality that we’re not tapping into when we follow these course programs if we don’t understand our customer base.

That model of the course is a program where we build it up over an hour, build up their dopamine, and get the serotonin. We have to do that, or we can’t sell them. We have to get them out of their own way in order to sell them. That’s why it takes the whole hour, but that’s not the way it is for a program that’s so important and needed. I can’t even tell you how many people will ask me for social media classes. Who do I go to? Who do I see? It’s needed.

My one masterclass, even though it has nothing to do with podcasting, that I fill with about four times as many people as my other ones is my social media ones. Some of them are basics. They’re great for the fact that I’d go back and do the 101. It’s not for the advanced people. It’s for the 101s because they feel like so many people are going to the advanced tactic and not giving them the 101. They are grateful for it.

This is a need. At the same time, there’s also this like, “Do I really need to do this? I’m taking this because I need this, but do I even want to do this?” That’s where you’re going to get to the end, and they’re like, “That’s too much work. I don’t want to do it. I still don’t want to be on Instagram. I’m being forced to.” You’ve seen those people, and they’re never going to buy until it’s a desperate need for them.

In my mind, I built up this model where I’m giving them early opportunities and offers that are a little more geared for how much time they spend in it. The final one is how to keep in touch with me so that I can keep engaging with them because the upsells will happen on their own. They’ll upsell themselves when they’re ready or done with trying to figure this thing out. It’s not because, “I held back.” It’s because they don’t want to do it.

As they get busier, less people want to do it. It’s one of those things where most people want things done. You could create it done for you, but then you also have to keep in mind if that’s what you want to do. For me, when done with you, I’ve been able to find so much more passion, fulfillment, and excitement from that because I love the teaching aspect of it, but knowing that I’ll potentially be losing out on some clients. With some clients, I’m able to recharge a higher price or a higher ticket and work with some clients and less clients that paid me more money, but it’s like, “I don’t want to do it.” Having that self-awareness, too, is like if they wanted it to be done for them, they need to partner up.

You fill that gap. The problem is what is done for you. This is a huge problem with my client base. I have 1,000 clients doing done-for-you consulting. The problem is they still have to record at the end of the day. They still have to do something. They wanted done for them 101% and I’m like, “You still got to do your 2% on the other side.” Even though I can make everything simple for you, I can’t make the final choices of things. I can’t pick my voice-over artist. I can’t authorize that for you. You have to participate in the process.

If you’re not willing to, then you have to accept the cookie-cutter results you get. That’s what people aren’t willing to do. Anytime you’re buying a done for you, no matter how expensive it is, and I’ve hired expensive marketing firms, if you aren’t participating in that process, it will fail. That’s something that we have to understand. It’s always done with us. It’s a magnitude of, “How much do I have to do as a done with me?” Our mindset needs to be there because when you participate in the process as much as you can, let’s do it with reason.

Business Of Podcasting | Tracy Hazzard | Walk 2 Wealth With John Mendez

Business Of Podcasting: Anytime you’re buying a done for you, no matter how expensive it is, if you aren’t participating in that process, it will fail.

 

I know people are busy. You need to build programs at whatever level they’re at. If you participate, it will be ten times better because I can’t read your mind. No matter how good I am at it or how great our AI gets at it, at the end of the day, people with original thoughts are always going to surprise you with the choices that they make. It’s always going to tell in differentiation whether or not they made their own choices.

People can tell when I don’t post on social media like me. They can tell the difference. They may not be able to say, “Definitely that one,” but it didn’t resonate with them the same way as the one that I posted resonates. I know it because I have a team that will do posts for the show because it’s like, “Here’s a podcast. Here’s what’s good about it. Go listen to it.” It’s not something that I need to participate in, but then I might personally write a post on LinkedIn that says, “I read this article, and here’s what I think of it.” Now people have my opinion and my view. I’m the only one who could write that. My team can’t. They know the difference when they read that, and those will get more comments, likes, and shares. It’s always going to happen. People know.

I love that you bring that up because, for me, one thing that I’ve done for the course is to nurture everyone. I’m going to create a value ladder later, but for now, I’m focused on the newsletter and course. That’s it for now. I’m an idea guy, so I get tons of ideas. I was thinking, “I’m going to do like a newsletter, and from there, they’re going to the free Facebook group, and from the free Facebook group, I’ll teach them free masterclasses, then eventually buy my book,” which is essentially my course that I turned into transcript format and the audiobook.

It’s like, “I’m going to write that down. It’s somewhere in my notebook somewhere. I’ll come back to it in a few months, but now, it’s just course and newsletter.” For my regular Gmail responses, I have Compose AI. Sometimes, I’ll have it write emails for me, but for the newsletter, I’m writing each and every one of those fresh. Sometimes, you have an idea like, “This is a great idea. I’m putting it.” That is all me because, as you said, I don’t want to lose my voice.

Your audience chose you. That’s what we forget in that process. We will get diminishing returns from our list over time. The more we systematize it, the more we sub it out to our team. You will lose that in the process. Keeping your finger in that is very difficult, and the bigger you get. I send out 40,000 emails a month. I know that if my voice isn’t coming through, what a waste of email sending. The cost of sending that is ridiculous.

If you want to know why you’re open rates and click-through rates are so low, it’s because your voice isn’t there. It’s a template. It sounds like everybody else’s email and looks like everybody else’s email. I deleted it even before I read it. This is where we go wrong if we’re not bringing it. If my original thought is in there, they don’t want to miss it.

If you want to know why your open rates and click-through rates are so low, it’s because your voice isn’t there. #Walk2Wealth #JohnMendez #podcastinterview Click To Tweet

They don’t want to miss what I’m going to say. That’s the difference right there. Making sure that you do have multiple formats, I believe strongly in this. I hate videos. My consumption model is never going to be video. I record hundreds of videos a day. It is my primary form of communication to everybody else, but it’s not my preferred method of consumption because, at the end of the day, when I’m sitting down, the last thing I want to do is listen to anything.

If I’m going to read it, I’d rather read it like, “I have an article. Let me read it if I’m going to have to read the captions.” That’s why it’s not my preferred consumption of information. I have a couple of saved things on my Flipboard. For those of you who don’t know what Flipboard is, it’s an awesome way of gathering a bunch of magazines together. I do have subscriptions that I pay for that are in there. I have new ones that I scan. I choose publications all the time to make sure they give me the headlines. I flip through my Flipboard twice a day.

I don’t do it first thing in the morning, but sometime in the morning. Maybe while I’m having coffee, tea, or something, then I’ll spend five minutes. It’s a scan in case something major happens in the world that I should know about that relates to my clients, and that’s it. At the end of the day, that’s when I go through, and I read anything I might have saved that caught my eye and do something like that. That’s my time.

I have this one publication that I love. I love their articles. They’re scientific analytical base. There are always charts and graphs. They run a podcast, and they don’t run the podcast in anything but video format, so I can’t listen to it. I can’t just listen to it in my feed. It’s not in my podcast app. It’s only on their website, and it is a video cast. They call it a podcast, which drives me crazy. There’s no transcript of it and nothing that happens from it afterward to recap it.

I was like, “I like that topic, but you lost me at video.” What a shame because there are big publications that could afford to repurpose it. Even if it wasn’t now, it came out on video first, then tomorrow, it’s an article, or it’s then the podcast a day later, but they don’t do it. They see it as timely information because it’s more of a news magazine. They see this something as a video because it’s now only. They don’t think about those of us who don’t want to consume in that model.

That’s where we miss out. We can have great newsletters and it catches our eye, but if they’re not going to click through and watch the video that goes along with it or you don’t have a video, what happens to the video people? You miss them by sending them a newsletter. Having that multimedia for them on everything is the actual winner in the process. That’s what we don’t realize. It’s where we leave the opportunity of the content we create on the table. It’s also something that doesn’t matter when you do it. You could do it a year from now, and it will still be residual value for your company.

Business Of Podcasting | Tracy Hazzard | Walk 2 Wealth With John Mendez

Business Of Podcasting: Having the multimedia is where we leave the opportunity of the content we create on the table.

 

I love how our conversation coincidentally came back full circle because we started this by talking about your pattern recognition and your ability to see the gaps in different things. We finish off the segment talking about your unique voice and how you could use that to come across your ideal avatar and fill those gaps. Tracy, I had an amazing time talking to you. Where can we connect with you? Where can we find you to know about all the amazing things you have going on?

If you don’t want to get my team and you want to get to me, friend me on LinkedIn. That’s where I participate actively, so follow me there. There’s definitely information, but I livestream out every single week on Facebook, LinkedIn, Twitter, and YouTube every Wednesday at noon, Pacific Time. I livestream about podcasting, so you can check out all of our information there.

More importantly, you can always go to one of my podcasts. You can go to any podcast app, type my last name, Hazzard, and you will find 5 or 6 podcasts that you can listen to and check out. I can promise you that there will be something in there, in each and every episode, about things that will be more universal and not just something about how to do this. We are a lot of how-to, but we’re all so a lot of universal principles that apply no matter what. We always try to highlight those because the last thing I want you to do is waste your time learning how to do something that you’ll only do once. If it’s not worth doing again, I’ll have a tutorial for you on my website, but I’m not going to teach it about it on a podcast. It’s not going to happen. I want you to take principles away that you can apply to any part of your business.

Go check out The Binge Factor. I was a guest there, so make sure to go on there and support. Go show some love. Now, it’s time for our famous five questions and wrap up every single episode. Question number one, what is the most impactful lesson you’ve learned in life?

My father has been a huge influence on my life. He was a big executive in the oil industry, and he would come home and tell us all these stories. Here is one of the ones that he always said, and this is such a silly thing, at the end of the day, it’s profound. He was always horrified by all these people who’d get on a plane, especially women with too much luggage. He once sat next to me and said to me, “Don’t pack more than you can personally carry.”

“Don’t pack more than you can personally carry.” #Walk2Wealth #JohnMendez #podcastinterview Click To Tweet

I thought that was the most profound and brilliant thing I’ve gone through in life. I’d get on a plane, and I’d be like, “I could put my own bag in the overhead. I can do this.” Do not pack more than you can carry applies to every part of your life if you think about that. That means that you can always stand on your own when needed.

I love how you brought that together. That’s amazing. What is the most admirable trait a person can have?

It is the idea of caring for others. The idea of being a caring person is probably the most important trait, but I want to broaden that to say that there’s a lot of caring that’s selfish. You know you’re going to get a return off of that or going to feel good because you cared. I care for my dog, and I know I’m going to get so much love back in return. That’s okay, but by looking at this as I don’t need the return. It’s nice that it happens, but I don’t need it. It’s not my primary motivator.

That caring is a little bit different. When we lead with caring no matter what we do. I care about your results. I care about this more than I care about selling my program. I turn away people. That’s a form of caring. That matters more to people. They take that. What I can say is when I’ve turned someone away or said, “I don’t think we’re a right fit for you,” I probably got more referrals from that because there’s respect that comes back with that caring. That’s what we want to do. We want to have this attitude of caring. That’s the most admirable trait that you can have.

If you had to change someone’s life with one book, which book would you recommend?

This one’s easy for me because I love this book and the author, Smartcuts by Shane Snow. It’s an older book. It is one of the most brilliant tech-related books, but it’s not about tech. It’s about how people work and how tech interacts with that. It is this idea of how I get down to the essence of what needs to happen so that I can do them minimum but get the maximum. How do I do that in a way that’s smart? It’s one of my favorite books. He also has another one called Dream Teams. If you want to know why I put caring first, it’s also in that book. I would say follow that author, Shane Snow. He writes brilliant articles as well.

What is the legacy that you’re trying to leave behind?

This is important to me. It’s important to me that my legacy isn’t mine. It’s important to me that my legacy is yours, that I provide the vehicle for more people to get their messages, voices heard, and missions out there, and it is a vehicle for other people’s legacy. That’s all I care about at the end of the day. That’s my mission.

For anyone who wants to embark on their walk to wealth now, what is the first step you recommend they take?

A walk to wealth doesn’t start with the wealth part. It starts with the walk. You’ve got to take that first step. That’s so often I hear people who are sitting back with this like, “I want this,” but they don’t take any action. I’m a giant action-taker. I can tell you how many times I might have stepped on the wrong path, but that wrong path taught me something that I could have never found any other way, and I certainly wouldn’t have found sitting on my couch talking about it. Taking that first step is the biggest step in the walk to wealth.

A walk to wealth doesn’t start with the wealth part. It starts with the walk. You have to take that first step. #Walk2Wealth #JohnMendez #podcastinterview Click To Tweet

It goes back to that old adage that the White belt is the hardest belt because no one ever gets started. Tracy, I had an amazing time talking with you. We probably could have talked about ten different topics for ten hours each individually. I’m super happy with how the conversation came together. I’m super looking forward to staying in touch with you. You have a lot of amazing things going on, and I look forward to my audience finally being able to read it.

Thank you, John. It has been my pleasure, and this is my favorite part where I get to follow up and have a second conversation with you. I love our show swaps.

 

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