I had a conversation with one of my clients today- Dan Miller of 48 Days to the Work You Love fame. He’s pleased (and frankly I’m amazed), with the numbers we’re getting just 3 months into his podcast. Since we’re getting such great numbers I brought up the idea of trying to find ways to monetize his podcast, such as charging for content.
But he really wants to focus on using the podcast as a marketing tool right now. He’s had great success in quickly building an email subscriber list of over 80,000 people in a very short amount of time. Dan said he’s seen big results from leveraging that free newsletter into tons of business. He plans on using the podcast to do the same thing.
This is a great example of the contrast between my views as a young, inexperienced businessman, and his views as a successful and highly experienced one. I was looking for direct results. He sees the benefit of looking at the big picture.
Dan understands the importance of setting himself up as the expert in his chosen profession. Every ounce of what you do for people doesn’t have to lead directly to a sale. Do something for free. Provide good content. When people are ready to pay they’ll come to you. You won’t have to try to sell them a thing!