Episode 171

Podcast Guesting for Business Owners | Christine Amerman (The Queen of Podcast Guesting)

When you’re presented with the choice of spending $1000s on FB ads, sprinting on the content creation treadmill or choosing the road less travelled as an ace podcast guest, how can you know which is right for you? 

I first encountered Christine Amerman on LinkedIn. I saw her profile headline saying she was the Queen of podcast guesting and I knew I had to find out more. I reached out and we managed to connect but it took a while before we got to have a proper chat. In the meantime, I heard her being interviewed by my good friend Kevin Chemidlin at Grow The Show and I was so impressed by how she showed up as a guest, I doubled my efforts to get to speak with Christine and set up an interview. 

Christine will share with us why her years of media experience led her to podcast guesting as a marketing strategy and why she went on to start her own show Podcast Guesting for Profit.

What’s the difference between showing up and REALLY showing up? Should you be starting your own podcast sooner than later? How podcasting and podcast guesting can save you time in your business and why quality trumps quantity every time.

Christine’s podcast is called Podcast Guesting for Profit, which I can highly recommend checking out. Christine has a free offer for everyone here which shows you 20 ways to monetize one podcast interview and I know Christine would love it if you connect with her on LinkedIn.

Enjoying the content? Join me for the Podfluence Weekly newsletter HERE to get articles and show updates every week.

You are warmly invited to join other coaching & speaking professionals who are building their authority through podcasting in the Podfluencers Facebook Group and pick up your free download of The Complete Podcast Guest Superstar Framework

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Of course, if you REALLY like the show, you're welcome to support Podfluence financially with our Supercast link Support the show 

Transcript
John Ball:

When you're presented with the choice of spending thousands of pounds

John Ball:

or dollars on Facebook ads, sprinting on the content creation treadmill,

John Ball:

or choosing the road less traveled as an ACE Podcast guest, how could

John Ball:

you know which path is right for you?

John Ball:

Welcome to Pod Fluence, the podcast that helps coaches, consultants, and speakers

John Ball:

grow, influence and income with podcasts.

John Ball:

My name is John Ball and my mission is to give you, as a professional

John Ball:

business coach, speaker, or owner, all you need to build professional

John Ball:

influence and grow your following with podcasts so that you can have a

John Ball:

thriving business and create raving fans.

John Ball:

I first encountered Christine Amerman on LinkedIn.

John Ball:

I saw her profile heading saying that she was the queen of podcast guesting,

John Ball:

and I knew I had to find out more.

John Ball:

I reached out very quickly and we managed to connect, but it took a while

John Ball:

before we got to have a proper chat.

John Ball:

In the meantime, I heard her being interviewed by my good friend, Kevin

John Ball:

Chemidlin at Grow The Show, and I was so impressed by how she showed

John Ball:

up as a podcast guest that I doubled and renewed my efforts to get to

John Ball:

speak to Christine ASAP and set up an interview, and I'm so glad I did.

John Ball:

We hit it off really, really well.

John Ball:

Christine is gonna share with us why her years of media experience led her

John Ball:

to podcast Guesting as a marketing strategy and why she went on to start her

John Ball:

own show, Podcast Guesting for Profit.

John Ball:

We'll also see what's the difference between showing up and really showing up.

John Ball:

Also, should you be starting your own podcast sooner than later, and also

John Ball:

we're gonna find out how podcasting and podcast guesting specifically,

John Ball:

can save you time in your business, and most importantly, why quality

John Ball:

trump's quantity every single time.

John Ball:

If you are not already subscribed to the show now, it's a great time to do that.

John Ball:

If you're on Spotify or Apple Podcast, just press the plus button

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on this episode to follow the show.

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If you're on a different podcast service, whatever, just press whatever you need

John Ball:

to press to follow the show there.

John Ball:

And

John Ball:

Don't miss any upcoming episodes, but right now prick up your ears and let's

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get into this episode of Pod Fluence.

John Ball:

Christine, welcome to Pod Fluence.

John Ball:

It's really great to have you on the show.

John Ball:

Thank you for coming and joining me today.

Christine Amerman:

I'm so excited, John.

Christine Amerman:

Thank you.

John Ball:

One of the main reasons that I've been very excited about speaking

John Ball:

to you is because you are probably, at least at the moment, one of the

John Ball:

undisputed queens of podcast guesting.

John Ball:

In fact, you say this in, in your profile.

John Ball:

I don't think there's anyone out there to argue that point with you just at

John Ball:

the moment, but you are definitely someone who knows what they're doing

John Ball:

when it comes to being on podcast, and what that can really do for you.

Christine Amerman:

Ooh, thank you so much.

Christine Amerman:

It's weird.

Christine Amerman:

People started calling me that, so it's, it's weird to have that in my profile, and

Christine Amerman:

also I'm honored because I wanna help more people get their voices out there, and I

Christine Amerman:

think most of us don't know how to do it.

Christine Amerman:

As you said,

John Ball:

well, may, maybe at some point I'll be able to give

John Ball:

you a bit of a run for your money.

John Ball:

I will grab the tiara.

John Ball:

I I have no issues with that whatsoever.

John Ball:

But but right now, right now, I'm gonna bow bow to your expertise and,

John Ball:

and really want to be able to share that with people who are cheering and

John Ball:

think, well, why would I be looking at doing podcasts and why would I

John Ball:

be wanting to be a podcast guest?

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How's that gonna help me?

John Ball:

And I know this, this is something you talked about, in fact I saw something

John Ball:

you posted recently and I think you talked about it on your show as

John Ball:

well, about how Podcast guesting can actually save you time in your business.

John Ball:

And when people think it's gonna, it's gonna take so much time,

John Ball:

I have to do all these things.

John Ball:

How on earth can it save people time?

Christine Amerman:

Oh my gosh, this is such a good question.

Christine Amerman:

So I'm with you in that.

Christine Amerman:

When I started doing this, it felt like an add-on right?

Christine Amerman:

To everything else that I was doing to hopefully get clients, fingers

Christine Amerman:

crossed, check that email, right?

Christine Amerman:

And what I have found is that for those of us who really enjoy conversations,

Christine Amerman:

like I know you're one of these people, cuz I've gotten to have conversations

Christine Amerman:

outside of this and I've listened to other episodes of the podcast, it can be the

Christine Amerman:

source for all of your content creation.

Christine Amerman:

So instead of having to sit down and, you know, feel like you're grinding out

Christine Amerman:

posts, whether that's on a day-to-day basis because you don't like a content

Christine Amerman:

calendar, which you're not alone, there's nothing wrong with you or whether you

Christine Amerman:

are planning ahead of time, if your best stuff comes out in conversation because

Christine Amerman:

that's where you have the most fun.

Christine Amerman:

Then when you have any number of episodes that you've appeared on as a

Christine Amerman:

guest, you're sitting on months worth of content that you could repurpose.

Christine Amerman:

Piece by piece and never have to create a piece of content from scratch ever again.

Christine Amerman:

And I think that's probably one of the most underutilized

Christine Amerman:

things about podcast guesting.

John Ball:

I I think that's something I want to come back to a bit later

John Ball:

on when we, when we chat as well.

John Ball:

Because before that, I think someone who maybe glances at your LinkedIn

John Ball:

profile, for example, might think that you have come to prominence

John Ball:

through being a podcast guest.

John Ball:

But I mean, you, you've been successful before that.

John Ball:

You've had businesses before becoming the Queen of Podcast things.

John Ball:

So, so just to tell us a little bit about your, your journey into this.

John Ball:

Like what, what came before and what made you think, oh, this

John Ball:

is a good thing to be doing.

Christine Amerman:

Yeah.

Christine Amerman:

So 23 years in media now.

Christine Amerman:

24.

Christine Amerman:

24 math media, not math.

Christine Amerman:

Okay.

Christine Amerman:

And.

Christine Amerman:

The theme has always been storytelling.

Christine Amerman:

So I've been a professor and I've been a broadcaster and broadcast

Christine Amerman:

some of the biggest events in the world, like the Olympics.

Christine Amerman:

And I've also sat across from people who were terrified to be on camera and got

Christine Amerman:

them to open up to make documentaries.

Christine Amerman:

And I love people's stories and I love helping them progress in those stories.

Christine Amerman:

So that then it turned into running a marketing agency where I was working

Christine Amerman:

with small businesses, helping them tell their stories online, running

Christine Amerman:

ads doing social media websites.

Christine Amerman:

All of that turned into helping folks quit their jobs, start their own businesses.

Christine Amerman:

Cause that was a skillset that I had.

Christine Amerman:

And while I was doing that, I discovered that my favorite way of.

Christine Amerman:

Of attracting clients was it turns out not shouting into the

Christine Amerman:

void of Facebook groups or Right.

Christine Amerman:

Wasting money, running up credit card bills on ads.

Christine Amerman:

Two things that I had been taught by coaches.

Christine Amerman:

It was having these types of conversations and so I began to study how I could

Christine Amerman:

just do that and not all of the other stuff that I felt like sucking my soul.

Christine Amerman:

But that is most of what's being preached, at least what was coming

Christine Amerman:

across my feed and in my circles in terms of how to grow an online business.

John Ball:

I've certainly been there as a coach, trying to create content

John Ball:

on all these different platforms.

John Ball:

And I would say probably even when I'd started the podcast, we're still

John Ball:

trying to do all of that on top of it.

John Ball:

And I think a lot of people are gonna look at it and think, well, Am I gonna

John Ball:

drop all of that and just do this?

John Ball:

Or am I gonna just you know, try and do all of it still and fill up my

John Ball:

day even more than it already is?

John Ball:

What I'm, what really is a path forward here to make this effective, and why

John Ball:

would I think that I'm gonna get results from this when I hardly know anybody

John Ball:

potentially who has done that before?

Christine Amerman:

Yeah.

Christine Amerman:

Ooh, it's such a good question.

Christine Amerman:

I think part of it is realizing that while it might feel like a lot of

Christine Amerman:

what you and I talk about all the time, podcast guesting, I feel is

Christine Amerman:

still very much a best kept secret.

Christine Amerman:

Like it might be a shiny object for a lot of people, but very few people are

Christine Amerman:

doing it well as you discuss, right?

Christine Amerman:

It is a skill that is separate from being able to have a coffee chat with somebody.

Christine Amerman:

It's a different context, right?

Christine Amerman:

And most people aren't willing to put in the work to learn it.

Christine Amerman:

At the same time, you can learn it as you go if you have the values

Christine Amerman:

of being of service, of wanting to collaborate versus compete.

Christine Amerman:

And I think that just like anything that you're putting into your

Christine Amerman:

business that's new, there is gonna be some overlap, right?

Christine Amerman:

There's gonna be a wind down, a sun setting, fill in

Christine Amerman:

the metaphor and a ramp up.

Christine Amerman:

But I think part of it is just, and this is where I love to live, it's

Christine Amerman:

the way my brain is wired, being willing to play in the possibility.

Christine Amerman:

That it could be something a whole lot more fun than sliding into

Christine Amerman:

people's dms and being scared of what response they're you're gonna

Christine Amerman:

get because they don't want you to.

Christine Amerman:

I love you said that.

John Ball:

I love that you said that.

John Ball:

And and I'll tell you why, because I, I, I've, I have been in programs,

John Ball:

I've, and I've talked about this when I've been a guest on other shows

John Ball:

as well, mainly, but I have been in programs to learn marketing techniques.

John Ball:

There's a lot of coaches do because I don't know how many coaches

John Ball:

you work with Christine, but most coaches suck at sales and marketing.

John Ball:

They just wanna coach.

John Ball:

And I get that, and I've been there, I've been one of them as well.

John Ball:

But you go on these programs, you think, well, may not

John Ball:

love it, but I have to do it.

John Ball:

And they teach you stuff like going and adding friends and sending random

John Ball:

messages out and stuff like that.

John Ball:

I hate getting that stuff through myself.

John Ball:

Why would I want to do that to other people when I know what's going on?

John Ball:

And I think people are also very quickly becoming more sophisticated

John Ball:

about this stuff to ver to know pretty much straight away.

John Ball:

You have no intention of being my friend.

John Ball:

You wanna sell me something?

Christine Amerman:

A hundred percent.

Christine Amerman:

Oh my gosh.

Christine Amerman:

It's so transparent.

Christine Amerman:

And yet I think because it's a replicable system that's easy to

Christine Amerman:

teach and apparently if you send enough, eventually it works for some

Christine Amerman:

people, it keeps getting perpetuated.

Christine Amerman:

And I think there are a lot of us that are almost like holding

Christine Amerman:

out our fingers over the, and closing our eyes and turning away.

Christine Amerman:

We push like accept cause we don't wanna do it, but we're like, ah, in order, like

Christine Amerman:

you said, coaches love to coach, right?

Christine Amerman:

Speakers love to speak.

Christine Amerman:

We love these things.

Christine Amerman:

So we feel like, well this is the trade off in order for us to be

Christine Amerman:

able to keep doing what we love.

Christine Amerman:

And I think we're, I think we're evolving beyond that.

Christine Amerman:

I

John Ball:

think so too.

John Ball:

I think so too.

John Ball:

And if I, if I liked that kind of approach, I would've stayed in network

John Ball:

marketing and probably had some success with it, which I never did.

John Ball:

So that long time ago, long time ago, for you, where did you first see that there

John Ball:

might be an opportunity with podcasts?

John Ball:

Like, were you a guest first?

John Ball:

Did you start a show?

John Ball:

Or what, what, what happened there to think, oh, this

John Ball:

would be a good thing to do.

Christine Amerman:

Yeah.

Christine Amerman:

My, my entry to podcasting is probably very unique in that I recorded my

Christine Amerman:

first interview as a guest from a hospital labor and delivery triage

Christine Amerman:

bed, eight month pregnant hooked up to all the things being additionally

Christine Amerman:

monitored cause I was double high risk.

Christine Amerman:

And I obviously hadn't planned on being in that bed when I had scheduled the

Christine Amerman:

interview, but they had determined that everything was okay and I

Christine Amerman:

had to hang out there for a while.

Christine Amerman:

So I said to the nurse, could you turn off all the beeps and give me 20 minutes?

Christine Amerman:

And I got a okay crazy pregnant lady type of look.

Christine Amerman:

But you know, you don't wanna piss off an eight months

Christine Amerman:

pregnant, high-risk pregnant lady.

Christine Amerman:

So, so she told, I said, and in that context, I loved it.

Christine Amerman:

I loved the conversation from that bed and just found it very energy giving, even in

Christine Amerman:

that situation where I was highly anxious.

Christine Amerman:

And so that was a clue to my brain that this was maybe something

Christine Amerman:

I wanted to be proactive about because it had been something I

Christine Amerman:

had been procrastinating on doing.

Christine Amerman:

I had felt an interest in it.

Christine Amerman:

This was six and a half years ago.

Christine Amerman:

I felt an interest.

Christine Amerman:

I even had at that time a one sheet downloaded just, you know,

Christine Amerman:

sitting in my download's folder and sitting in the back of my brain.

Christine Amerman:

And I was too intimidated to do anything with it, even though

Christine Amerman:

I have a background in media.

Christine Amerman:

So if you're intimidated hello, you're not the only one.

Christine Amerman:

Yeah.

Christine Amerman:

And it wasn't until I had the gift of that experience of loving it that I was like,

Christine Amerman:

okay, now this is worth me getting over my procrastination and being proactive

Christine Amerman:

to then go and choose shows that I think could be fun and interesting and

Christine Amerman:

potentially like help me with my business.

Christine Amerman:

But I was on over a hundred podcasts before I ever started my own.

Christine Amerman:

And I now have a podcast and my suspicions.

Christine Amerman:

Were true that it is as much work as starting another business.

Christine Amerman:

Right.

Christine Amerman:

And so, yeah.

Christine Amerman:

You know, I had, I had edited my own documentaries for television before.

Christine Amerman:

Like I knew what was involved.

Christine Amerman:

And so I think that's part of why I waited so long cuz I was like, I am

Christine Amerman:

not gonna do this until I can find a way to make it fun and sustainable.

Christine Amerman:

So I was a guest.

Christine Amerman:

Yeah.

Christine Amerman:

Figured that out first.

John Ball:

PE people often ask me what what I would do differently on my journey.

John Ball:

And that's, that's the one thing that I say, I probably would not have

John Ball:

started a show before being a guest.

John Ball:

I, I think it, for me, it would've been better to do it the other way around.

John Ball:

For most people who are doing this in our professional capacity to provide

John Ball:

themselves and the business, I still think that's the better way to do it.

John Ball:

Although I, there are things that I would say there are certain points where people

John Ball:

are, if they, if they're really dialed in with their message, if they're really

John Ball:

good at media appearances if they know their way around editing or they have the

John Ball:

team to support with all of that, then there maybe it's not such a bad idea to

John Ball:

start with your own show, but whereas people probably need a bit of time to

John Ball:

figure out how to talk about stuff.

John Ball:

What, what was that experience like for you?

John Ball:

Like, did, did you just naturally know how to talk about what you do and what

John Ball:

you wanted to be there on shows for, or, or was that a bit of an evolution?

Christine Amerman:

I think I made a whole lot of mistakes and I think I was

Christine Amerman:

excited and just got a lot of energy and joy from having these conversations

Christine Amerman:

in a new platform and connecting with new people and kind of rediscovering

Christine Amerman:

that because I had been writing.

Christine Amerman:

Like for huffing to post and thrive global and places like that, as in an

Christine Amerman:

attempt to generate leads previously.

Christine Amerman:

So that's can be pretty lonely, you know?

Christine Amerman:

Sure.

Christine Amerman:

Me and my laptop.

Christine Amerman:

And so I think it really started as a, a passion joy activity.

Christine Amerman:

I, I really didn't know until people started telling me that

Christine Amerman:

what I was doing was different.

Christine Amerman:

And I kind of knew that some people had, had found me through podcasts cuz

Christine Amerman:

they told me that I n I didn't, it took me years to put the pieces together.

Christine Amerman:

I mean years I was just out there like, this is fun.

Christine Amerman:

I don't know, seems like something I wanna be proactive about cuz I like it.

Christine Amerman:

Right.

Christine Amerman:

And, and that was, that was where I played for a long time.

John Ball:

And I think that's super important.

John Ball:

And, and I love that you said you made a lot of mistakes.

John Ball:

I know I have all my journey as well, but you made a lot of

John Ball:

mistakes and you are still here.

John Ball:

And I think this is what people worry about.

John Ball:

It's like, I'm gonna make mistakes and that's gonna mess everything up.

John Ball:

And then Yeah, we're not gonna be able to carry on with it, or people

John Ball:

aren't gonna take serious either.

John Ball:

No, you kind of have to do that.

John Ball:

Like most of life, you have to do that.

John Ball:

You have to go through those stages of figuring stuff out for yourself.

Christine Amerman:

Oh my gosh.

Christine Amerman:

Yes.

Christine Amerman:

And, and I think we're terrified that people are gonna see us as a failure.

Christine Amerman:

We're gonna see ourselves as a failure, like all of those things, right?

Christine Amerman:

So we, we stop ourselves before we have the chance to succeed.

Christine Amerman:

And I think that's one thing that just in the short time I've known you, I

Christine Amerman:

really admire because you are able to, and practice doing multiple things.

Christine Amerman:

You're playing with different things, right.

Christine Amerman:

While you're, that's true.

Christine Amerman:

You're building over here, you're.

Christine Amerman:

You know, executing over here.

Christine Amerman:

And I think that's you did a rebrand, you're experimenting, you're beta testing

Christine Amerman:

beautiful friends across the pond say and so I, I think that's the work, you know,

Christine Amerman:

and, and that the stuff that nobody tells you when you see the ad that's like this

Christine Amerman:

one thing that I said made me six figures.

Christine Amerman:

Okay, well it took them 20 years to figure that out, you know, and that,

Christine Amerman:

that's now they can package it nicely.

Christine Amerman:

Right.

Christine Amerman:

So how, how willing are you to experiment to figure things out along the way?

John Ball:

I was inspired somewhat this morning and I dunno if you

John Ball:

follow a guy called Jeremy Enns.

John Ball:

He, he's in podcasting world as well, but I was inspired by h him a little

John Ball:

bit this morning because of seeing a post from him where he had really talked

John Ball:

about having had a newsletter for.

John Ball:

Two years before he actually figured out how to make it work.

John Ball:

Me, and I'm thinking, well, yeah, I've had my newsletter for just over a year,

John Ball:

and I know that I'm still figuring out how to make it work, but I keep doing it.

John Ball:

Same with podcasting.

John Ball:

I've been podcasting for three, three years now.

John Ball:

Over three years.

John Ball:

I'm still figuring stuff out.

John Ball:

I'm still finding stuff out, learning new things, learning from other people in the

John Ball:

industry and from courses and programs.

John Ball:

It is definitely a journey of evolution.

John Ball:

How long though, did it take for you in podcasting to start seeing some

John Ball:

professional results come from that?

Christine Amerman:

Mm,

Christine Amerman:

I would say within the first six months, I, I saw significant, like at

Christine Amerman:

that time growth of my email list and people reaching out to me to where I

Christine Amerman:

was like, oh, people are listening.

Christine Amerman:

I didn't have my own podcast, remember?

Christine Amerman:

So I wasn't privy to any numbers, anything behind the scenes.

Christine Amerman:

But I think that that number also allows for the lifecycle of a podcast, right?

Christine Amerman:

Where you might do outreach pitch to somebody and you might get a yes and get

Christine Amerman:

scheduled, then you record, then that thing gets edited, then it gets released.

Christine Amerman:

A lot of times that's multiple months, right?

Christine Amerman:

Yeah.

Christine Amerman:

Everybody's different.

Christine Amerman:

But I would say in terms of like money and clients coming in within that first

Christine Amerman:

six months, and then also some really cool collaborations started to happen

Christine Amerman:

really early as well as a result of the connections that I had made with the host.

John Ball:

Yeah, that's very cool.

John Ball:

One thing that I'm particularly curious of, I think one of the

John Ball:

reasons why I do a lot of what I do is because I think it's very possible.

John Ball:

To go on stages as a speaker, to go on podcasts as a guest or even to

John Ball:

have your own podcast and not build up a following because I think a lot

John Ball:

of people make this mistake of you just have gotta show up and do it.

John Ball:

Yeah.

John Ball:

Yes.

John Ball:

And it's like, yes.

John Ball:

And there's a bit more as well.

John Ball:

What for you, are the things that perhaps made a difference that other

John Ball:

people maybe just weren't doing, that you were, that you were doing,

John Ball:

that were getting you some, getting you some results and some feedback?

John Ball:

Christine Amerman: Hindsight's 2020, right?

John Ball:

Yeah.

John Ball:

I think number one is that I really put time and energy into choosing which

John Ball:

podcast I was going to reach out to and into the pitch that I sent them.

John Ball:

Like nobody has ever gotten a pitch from me that said, Hey, fill in the blank name.

John Ball:

Here's my expertise.

John Ball:

Here's my bio, here's my media sheet.

John Ball:

What do you think?

John Ball:

Wanna hook this up?

John Ball:

Right?

John Ball:

And I, there was intention behind every pitch that I sent that also

John Ball:

meant there was time and energy, right?

John Ball:

And so, by the time I got a yes and got on to record with a host, there was already

John Ball:

a relationship established there because I had created one in the freaking pitch.

John Ball:

So it wasn't a, like, let's see, I don't know.

John Ball:

I don't know if I'm gonna like John.

John Ball:

Let's see what happens today.

John Ball:

But if I don't, it's fine.

John Ball:

Cuz I have 10 more interviews today, right?

John Ball:

It was like, this is somebody I think that I wanna be friends with, and if they

John Ball:

feel the same way, let's have a first date and call it a podcast interview.

John Ball:

You know?

John Ball:

And, and then I think that that desire that energy like translated

John Ball:

into the interview because they knew I wasn't just there to grab

John Ball:

their audience and pitch myself.

John Ball:

Right.

John Ball:

And then I think I always did my best to have something

John Ball:

free to give away at the end.

John Ball:

That would hopefully be useful to people if they liked me.

John Ball:

And that would kind of help people determine if they didn't like me.

John Ball:

Okay, cool.

John Ball:

She's not for me like onto the next thing.

John Ball:

But being myself in the whole process allowed me to come across it exactly

John Ball:

like I come across with my clients.

John Ball:

Like that took practice.

John Ball:

Right?

John Ball:

But there is no, Christine puts on Speaker hat delivers

John Ball:

keynote while host is board af.

John Ball:

And hopes for the best so that she can be herself with her clients.

John Ball:

It's like, this is me, this is me, this is me.

John Ball:

And how do I translate?

John Ball:

That to the, the practicalities of the pitch, of the interview, of the a call to

John Ball:

action, the follow up of all the things.

John Ball:

Does that make sense?

John Ball:

Yeah,

John Ball:

it, it really does.

John Ball:

And where, where were you finding those shows and, and what were the

John Ball:

criteria that you were choosing for whilst o other than do I think

John Ball:

we have something in common here?

John Ball:

Where, what, what criteria were you selecting those shows on?

Christine Amerman:

I started with people that were somewhere in my periphery.

Christine Amerman:

So it was like my coach's coach had a podcast that was the very

Christine Amerman:

first one that I had pitched.

Christine Amerman:

And I had heard her on other shows cuz I was like genuinely

Christine Amerman:

interested in who this human was.

Christine Amerman:

And so I knew about her podcast and I was like, wow, wouldn't it be cool?

Christine Amerman:

That podcast is no longer active.

Christine Amerman:

Wouldn't it be cool if I could go on this podcast?

Christine Amerman:

So it was, it was pretty natural, right?

Christine Amerman:

And at the time we didn't have a lot of the same, so I was like, back in mind,

Christine Amerman:

eh, we didn't have what you hear today.

Christine Amerman:

You have well,

John Ball:

things, things progressed so quickly.

John Ball:

So I mean, back in my day, it could just be a couple of years

John Ball:

ago considering how things changed,

Christine Amerman:

but Exactly, exactly.

Christine Amerman:

So I found like the Apple Podcast search to be like quite clunky and cumbersome.

Christine Amerman:

And so I was essentially looking, and then we still do this today pro tip.

Christine Amerman:

I was looking at okay, one podcast that I identified as like ideal, right?

Christine Amerman:

So at that time I was helping people quit their jobs, helping them

Christine Amerman:

identify what they wanted to do and start an online business with that.

Christine Amerman:

So it was a lot of like business type of shows, right?

Christine Amerman:

But I would find that one, like my coach's coach, and then I would look

Christine Amerman:

on Apple and I would look other places and see, well, what's related to this?

Christine Amerman:

What's recommended?

Christine Amerman:

Listeners also subscribe to you, like it really is pretty simple, as

Christine Amerman:

opposed to going, what are the top 10 shows in business in the world?

Christine Amerman:

I think that would be a good idea for my first podcast.

Christine Amerman:

Don't do that.

John Ball:

No, no, don't, don't, don't fly too high on your,

John Ball:

on your first dating for sure.

John Ball:

There's some pretty sound advice.

John Ball:

So, so it was very much a, a quality over quantity approach to what you do.

John Ball:

And I, I know that, that I do feel is a common error, a common mistake, one

John Ball:

that I have made multiple times and I've talked openly about having gone on

John Ball:

shows that I should never have gone on.

John Ball:

But, but on the other hand, I got some good experience.

John Ball:

I got interview experience, I got practiced in what I was doing and

John Ball:

talking about, so they still helped me.

John Ball:

But they probably didn't help me as much as I, in the way I would've really liked,

John Ball:

which was professionally and generating clients and and business for me as well.

John Ball:

And so that kind of intentionality, the strategic approach that you

John Ball:

took, made a big difference to what you saw come back from that as well.

John Ball:

How about though, in terms of how you show up on those interviews, what's

John Ball:

different perhaps about you and how you show up as an interviewee than

John Ball:

what a lot of other people are doing?

Christine Amerman:

Hmm.

Christine Amerman:

Well, I think you and I have this in common, which is

Christine Amerman:

probably why we're fast friends.

Christine Amerman:

I do the things that, that I've heard you talk about.

Christine Amerman:

I listen, I do some light internet stalking ahead of time.

Christine Amerman:

If I've done the research to decide that this is a show I wanna invest

Christine Amerman:

in pitching and appearing on.

Christine Amerman:

Potentially, if they say yes, then I've already found some

Christine Amerman:

things that we have in common.

Christine Amerman:

I've already listened, I've already learned a little bit about that person,

Christine Amerman:

and if it was somebody who reached out to me, then I've done the same thing, right?

Christine Amerman:

Like, I listen to episodes ahead of time, I look at what they talk about,

Christine Amerman:

how they talk about it, listen, pay attention to what they're building

Christine Amerman:

because I, I understand and I think this is the fundamental difference between

Christine Amerman:

the best guest and everybody else.

Christine Amerman:

I have a deep appreciation for how much work it is.

Christine Amerman:

And how hard it is to build your own podcast, your own platform of any kind.

Christine Amerman:

And most people don't, or they just have never learned it.

Christine Amerman:

And so I'm showing up with a desire to help that host.

Christine Amerman:

As much as I know they're inherently gonna be helping me, just by nature of

Christine Amerman:

them having me onto their podcast, like, I'm not doing them a favor, you know, and

Christine Amerman:

they're, they're gifting me a huge gift.

Christine Amerman:

And so how do I show some reciprocity and turn it into something that,

Christine Amerman:

that is a long-term relationship instead of just this one-time

Christine Amerman:

interaction that you and I have.

Christine Amerman:

That then gets shared to this audience that you've so loyally built.

Christine Amerman:

Is that specific enough?

John Ball:

Absolutely.

John Ball:

I, I first became somewhat aware of you online before I'd ever heard you

John Ball:

speak, and that's through some mutual connections in the podcast world.

John Ball:

And then I followed you and I've reached out pretty quick as well.

John Ball:

And we, and we kind of connected and we've been virtually connected for a

John Ball:

while, but knows more recently that we actually got to, to speak and,

John Ball:

and chat and my desire to do so.

John Ball:

Turned out even more after hearing you on Kevin Chemidlin's podcast.

John Ball:

And, and one of, I was just so impressed by how, how you showed up as a guest

John Ball:

on that, that I think so many people just don't show up having checked

John Ball:

anything out or, or done any work or taken a look or have any kind of prep.

John Ball:

And it's fair enough if you want a style of show that is going in blind, And

John Ball:

just like this is a get to know you.

John Ball:

Like we've never met and we've met, just met for the first time, and I have

John Ball:

no idea who you are, but most people aren't bringing up people onto their

John Ball:

shows who they have no idea who they are, and yet they're coming on and

John Ball:

having these, well, what you, what you're having to spend a whole load of time

John Ball:

listening to is a little get to know you session well whilst we meet each

John Ball:

other and and figure a few things out rather than just getting into what people

John Ball:

probably actually want to hear from you.

John Ball:

I, in the conversation, that's my take on it anyway.

John Ball:

I'm not saying anyone else is wrong with what they do.

John Ball:

You do your show your way.

John Ball:

But I loved how you showed up as a guest on Kevin's show because one of

John Ball:

the things I heard that I don't think I had ever heard from a guest on a show

John Ball:

that I've listened to before was you referencing particular episodes of his

John Ball:

show to be able to illustrate some of the things that you were talking about.

John Ball:

And I'm thinking that is such a gift to a podcast host.

John Ball:

That is a, was just a beautifully done thing and, and I was so impressed.

John Ball:

I'm thinking that is something that I want to emulate from you.

John Ball:

It is like, that was a wonderful thing to bring with you on the show.

John Ball:

And it was, it felt very much like you were there to give.

John Ball:

I mean, it was very clear.

John Ball:

You, I'm here to give, I'm here to serve.

John Ball:

And that was why I was even more excited then to come and say, I really need

John Ball:

you to come and beyond pod fluence, I really have to chat with you.

John Ball:

Did you just start to figure that, that that stuff was valuable as you went along

John Ball:

or was it a pretty early realization of the best ways to help people like that?

Christine Amerman:

Ooh, thank you.

Christine Amerman:

Thank you for that.

Christine Amerman:

Seriously.

John Ball:

No, I honestly mean that.

John Ball:

I was super impressed.

Christine Amerman:

Thank you.

Christine Amerman:

Thank you.

Christine Amerman:

I think it came out of this desire to connect.

Christine Amerman:

Like I love connecting with people, and I know how many times I've

Christine Amerman:

experienced, like we were talking about earlier, people sliding into the dms.

Christine Amerman:

Not even, I mean, there are people who send me messages with my profile

Christine Amerman:

branded Queen of podcast guesting, and they will say, have you ever

Christine Amerman:

thought about being a guest on podcast?

Christine Amerman:

Hmm.

Christine Amerman:

Like, could you do any less research on me?

Christine Amerman:

It it, it's, it's in my ti it's in my name.

Christine Amerman:

You know what I mean?

Christine Amerman:

So, so I think that kind of thing.

Christine Amerman:

I'm just like, ew.

Christine Amerman:

Yeah.

Christine Amerman:

I want nothing to do with that type of business.

Christine Amerman:

I am in business because I love to get to work with people I enjoy

Christine Amerman:

and I love to share energy with.

Christine Amerman:

And I have been in, you know, nine to five environments where the

Christine Amerman:

opposite of that was true to the point where I thought I was an introvert.

Christine Amerman:

And because I, I didn't like any of the people I was around and my parents

Christine Amerman:

were like, you are, do you remember who you were when you were five?

Christine Amerman:

You were fearless.

Christine Amerman:

You would talk to, you know, some big grownup, you are not an introvert.

Christine Amerman:

And I was like, yes, I am.

Christine Amerman:

And like, so, but, but for me it was more, it was a reaction, right?

Christine Amerman:

And it wasn't until I started like finding these ways where I could

Christine Amerman:

truly be myself that I was like, oh yeah, actually get energy from people.

Christine Amerman:

It's just not all people, right?

Christine Amerman:

So this is not a judgment around introversion or extroversion.

Christine Amerman:

You can have a successful business no matter how you're wired.

Christine Amerman:

It was just that for me, I really wanted to connect with these people

Christine Amerman:

and to me doing, doing some research.

Christine Amerman:

I mean, it's not unlike internet dating.

Christine Amerman:

Right.

Christine Amerman:

You're gonna show up and talk to somebody.

Christine Amerman:

Probably gonna try to figure out some stuff about 'em first.

Christine Amerman:

Right?

Christine Amerman:

If you're gonna invest the time to have that, that conversation.

Christine Amerman:

And I think what's, what's easier, so it's what's happening in the

Christine Amerman:

industry is just this, like you said, it's a quantity approach.

Christine Amerman:

It's just, uh, how many podcasts can I be on?

Christine Amerman:

And hopefully the bigger the better.

Christine Amerman:

It's not at all about the relationship building.

Christine Amerman:

Yeah.

Christine Amerman:

And I think I, I, I guess I figured out along the way, like, I just

Christine Amerman:

thought everybody did this right.

Christine Amerman:

And it wasn't a business, it was just me trying to do what I

Christine Amerman:

thought was the best way to do it.

Christine Amerman:

And then it, it turned into something else.

John Ball:

There's a, in my experience, there's a fair mix in podcasting.

John Ball:

I do think the majority of podcasters, people with their

John Ball:

own shows are very relationship focused people for the most part.

John Ball:

There are certainly some who are, this is a business, this is

John Ball:

a transactional kind of thing.

John Ball:

And I have tended to steer clear of that.

John Ball:

I'm not a fan of it, but, you know, there's always gonna be some transactional

John Ball:

elements because, you know, it is, there's giving and taking and there's

John Ball:

mul mutual benefits and things like that.

John Ball:

But I don't really ideally just want to have those situations, whereas like, it's

John Ball:

a one and done, like you show up and well never get, we're never gonna speak again.

John Ball:

We're never gonna hear from each other again.

John Ball:

Is so many more people in podcasting professionally are all about relationships

John Ball:

and, and I think people do care about that and that that is what they want to hear.

John Ball:

So I have.

John Ball:

I have discovered that I care a lot more about people from getting into podcasts.

John Ball:

Not saying I didn't care about people before, but I have, I've just found

John Ball:

that this has been such a great way to really relate to people and

John Ball:

connect with lots of amazing people.

John Ball:

You do find your tribe, and when you do, that's, that's kind of magical.

John Ball:

You know, I've had that experience in other parts of my life as well, where

John Ball:

you find your people and then you want to be around them, which I think is

John Ball:

relates to what you were saying there.

Christine Amerman:

Yeah, yeah, definitely.

Christine Amerman:

And it, I mean, it takes some effort, right?

Christine Amerman:

I'm, I wouldn't say I'm the greatest at doing that, like, in real life, right?

Christine Amerman:

Like finding adult friends in real life.

Christine Amerman:

But online, man, I got friends everywhere, right?

Christine Amerman:

And I think that this is one of the best ways to do it because it does create such

Christine Amerman:

a natural opportunity when you create a conversation that goes both ways, right?

Christine Amerman:

To get to know the host and for the host to get to know you.

Christine Amerman:

And you and I have been behind the scenes of some pretty big businesses, right?

Christine Amerman:

Yeah.

Christine Amerman:

Like we've gotten to see the way that, that things work.

Christine Amerman:

And I think that there's so much value in that because just like being a

Christine Amerman:

guest a lot, you can sort of notice, okay, I didn't like how they did that.

Christine Amerman:

Like, gosh, I loved how they did that.

Christine Amerman:

Right?

Christine Amerman:

And, and inform what you do going forward and if you have your own

Christine Amerman:

podcast, what you wanna do with that, and how you wanna play.

Christine Amerman:

I,

John Ball:

I do think my personal feeling for the most part is that

John Ball:

the vast majority of people are still showing up as guests on podcasts without

John Ball:

doing much in terms of preparation and often not even the bare minimum.

John Ball:

I, I would say the bare minimum is to at least know, to at least

John Ball:

know what show you're going on and who you're gonna be speaking to.

John Ball:

But there are people who are showing up for recordings

John Ball:

without really even knowing that.

John Ball:

Yeah.

John Ball:

And the, the, that is the attitude of, well, I'm here to talk about me.

John Ball:

What do I, what do I need to do in terms of research?

John Ball:

This is about me.

John Ball:

You're gonna be asking me questions about me.

John Ball:

Why do I need to know anything about you?

John Ball:

And I, that is really the antithesis of relationship building, is that

John Ball:

you probably are not gonna want to greatly stay in touch with someone

John Ball:

who doesn't show any interest in who you are or what you're doing.

John Ball:

My, my mentor and friend Chris Ducker who's has a successful podcast

John Ball:

himself will say many times, why would I want anyone on my podcast

John Ball:

who has never listened to the show and doesn't care about it?

John Ball:

Why would I have them as a guest on my show?

John Ball:

It's like, yeah, I, I get that.

John Ball:

I'm not quite as adamant as Chris about that.

John Ball:

It's like, if I fi think someone has value for the for, for a conversation

John Ball:

with me and that's gonna provide value to my audience and be beneficial to

John Ball:

talk to, I'm probably gonna overlook.

John Ball:

It's like, you don't have to be a fan of pods, fine, but,

John Ball:

but please do come in the show.

John Ball:

But when somebody shows up that they're actually prepared and they thought

John Ball:

about stuff or they ask you questions, they show something of an interest in,

John Ball:

in you and, and what your show's about that makes the world a difference.

John Ball:

And, and to me, that's one of the things that perhaps makes you more

John Ball:

stand out and hopefully we'll see, we'll see more people, especially

John Ball:

as you are someone who's now out there teaching people how to do this.

John Ball:

Hopefully we'll start to see more and more people doing this

John Ball:

a better way, the right way.

John Ball:

Who are the people who you are particularly helping in doing this and.

John Ball:

Why, why, why those part particular people?

John Ball:

What benefits are they getting out of being on podcasts?

Christine Amerman:

You know, it's interesting.

Christine Amerman:

We are known for helping people with roi, so like going on podcasts

Christine Amerman:

in order to grow your business.

Christine Amerman:

So a lot of people come to us coaches, speakers, consultants who have high ticket

Christine Amerman:

services, and they want to be able to have these powerful conversations that

Christine Amerman:

then bring people into their world, right?

Christine Amerman:

That then bring people in as clients.

Christine Amerman:

And all of these other, there are like 20 ways that we've identified that

Christine Amerman:

ourselves and our clients can monetize like a single podcast interview.

Christine Amerman:

What, what's interesting about it is that we only work with people who share our

Christine Amerman:

values, like, We're application only.

Christine Amerman:

We only work with people who are really, might call them heart-centered

Christine Amerman:

or mission-driven or really, really passionate about the work that they

Christine Amerman:

do and are willing to learn the skill of, of being this great guest.

Christine Amerman:

I talk to people every single week who wanna work with us because of the

Christine Amerman:

results that we can help people get, but we turn them down because we know

Christine Amerman:

we can't help them get the results.

Christine Amerman:

Cuz all they want us to do is put them on a podcast, right?

Christine Amerman:

Place them on a podcast.

Christine Amerman:

How big of a podcast can you get me on?

Christine Amerman:

How many podcasts can you get me on?

Christine Amerman:

My answer is none.

Christine Amerman:

Go find someone else.

Christine Amerman:

I can make you a referral.

Christine Amerman:

People who can just do that.

Christine Amerman:

But I am so firmly of the belief that like you and I both obviously have businesses,

Christine Amerman:

we have experience in sales, right?

Christine Amerman:

Yeah.

Christine Amerman:

If, if we're on a chat talking about how we have it, Made any sales or gotten any

Christine Amerman:

clients in a while and we're like, man, you know, I had like 50 sales calls this

Christine Amerman:

month and I didn't sign any clients.

Christine Amerman:

Like, would you tell me, cool, keep doing what you're doing.

Christine Amerman:

Just, just, it's a numbers game.

Christine Amerman:

Like go, go have 50 more sales calls next month.

Christine Amerman:

Or would you be like, maybe you need to figure out what's going on

Christine Amerman:

with these sales calls, Christine?

Christine Amerman:

Yeah, like it's the same thing with podcast guesting.

Christine Amerman:

I'll talk to people who are like, I've been on 30 shows, I've been on 50

Christine Amerman:

shows, I've been on a hundred podcasts.

Christine Amerman:

I'm an amazing guest.

Christine Amerman:

I'm like, okay, cool.

Christine Amerman:

How's, how's that working for you?

Christine Amerman:

Well, I haven't seen any, I haven't seen any results for my business.

Christine Amerman:

Okay, cool.

Christine Amerman:

We can help you with that.

Christine Amerman:

No, no, I don't need help.

Christine Amerman:

I'm a great guest.

Christine Amerman:

Didn't you hear me?

Christine Amerman:

I'm a great guest.

Christine Amerman:

I just, I just need to go on more podcasts.

Christine Amerman:

Right?

Christine Amerman:

So can you do that for me?

Christine Amerman:

Right.

Christine Amerman:

And so there's this disconnect and the irony is you gotta be willing

Christine Amerman:

to go in open as opposed to.

Christine Amerman:

Attached, like the reason our clients attract these clients that stick around

Christine Amerman:

forever and pay 'em all as many stuff is because they didn't go in going

Christine Amerman:

well in my book, which you'll learn about when you buy it on Amazon, or,

Christine Amerman:

well, in my program, which you'll learn about once you work with me.

Christine Amerman:

They're just like, here's everything that I can share and I'm gonna trust that.

Christine Amerman:

Yes, I'm learning the skill.

Christine Amerman:

Yes, I'm doing my best.

Christine Amerman:

I'm not just showing up willy-nilly and there's a like co-creation of

Christine Amerman:

something happening here where I am not an evil dictator saying by nature of

Christine Amerman:

me going on your podcast, I am going to force people to work with me and

Christine Amerman:

I'm gonna get all wrapped on the axle,

Christine Amerman:

when that doesn't happen.

Christine Amerman:

I am here to create for the long term and I get to.

Christine Amerman:

I get to trust and I get to tweak, and I get to know that no matter

Christine Amerman:

what happens as a result of anybody new hearing this conversation, I

Christine Amerman:

have the gift of you creating this asset for me that is algorithm proof.

Christine Amerman:

It's gonna live online forever, and that I can use an innumerable ways.

Christine Amerman:

So obviously this is a little bit of my soapbox and answer to

Christine Amerman:

your question of who do we help?

Christine Amerman:

But I think that there's, I think maybe people just haven't caught

Christine Amerman:

up to this industry and this way of doing things in the way that they

Christine Amerman:

have, maybe in other other outreach or client attraction methods.

Christine Amerman:

Does that make sense?

John Ball:

It, it does.

John Ball:

And.

John Ball:

I have had people reaching out to me online and this isn't one of those

John Ball:

sorts of, oh apocryphal stories.

John Ball:

This is genuine.

John Ball:

Like, I ended up writing about it because it happened a few times with people

John Ball:

reaching out and saying responding to some of my content, which was great.

John Ball:

And I'm not saying it's hundreds of people, couple of people.

John Ball:

And and that really is saying that they felt like they were on

John Ball:

this content burnout treadmill, and that's all they were doing.

John Ball:

And they want to do their business, but they're trying to be they're

John Ball:

trying to do live streaming.

John Ball:

They're trying to do podcasting.

John Ball:

They're trying to do shorts and Instagram reels and tos and all this stuff and

John Ball:

creating content for all these platforms.

John Ball:

And they're really struggling and feeling that they can't keep on top of it.

John Ball:

No wonder, no wonder you feel that you can't When you say about something

John Ball:

like utilizing this format for creating content how are you doing that?

John Ball:

We said we wanted, I said we want to, we'd swing back to this.

John Ball:

Yeah.

John Ball:

Love.

John Ball:

So how I love it.

John Ball:

How are you, how are you creating content from your appearances on, on other shows?

John Ball:

Mm-hmm.

Christine Amerman:

Okay.

Christine Amerman:

So in practicality, here's one way that you could walk it

Christine Amerman:

through that episode comes out.

Christine Amerman:

You can use a transcription software like Otter, not an affiliate for Otter.

Christine Amerman:

It's what I use.

Christine Amerman:

They have a free plan and it will transcribe your words, like

Christine Amerman:

99% accuracy is what I found.

Christine Amerman:

So this conversation that you and I have, Otter will make a transcript of it.

Christine Amerman:

And then if I can get past my own resistance that most people seem to have

Christine Amerman:

to repurposing just wanna call that out again, you're not alone, then you can

Christine Amerman:

sit with this transcript and you can create all different kinds of posts.

Christine Amerman:

So just to keep it very, very simple, like no extra tech or anything

Christine Amerman:

required, copy and paste, short form posts, long form posts, whatever it

Christine Amerman:

is, value posts, call to action posts, whatever it is that you normally would

Christine Amerman:

create for wherever you're active.

Christine Amerman:

I'm talking about text, right?

Christine Amerman:

Cuz we're assuming here that we don't have the video.

Christine Amerman:

We don't have like, we're assuming the most basic then I can post those and

Christine Amerman:

I can tag you in reference at the end.

Christine Amerman:

This is an excerpt from a conversation I had with John on Pod Fluence, right?

Christine Amerman:

Linked to the full episode in the first comment.

Christine Amerman:

Now that has two be well many benefits.

Christine Amerman:

Number one, I have a piece of content I didn't have to create from scratch

Christine Amerman:

because that blank Google Doc cursor blinking at me is like fight or flight

Christine Amerman:

situation for my nervous system.

Christine Amerman:

Number two, I am furthering the relationship with you because I'm saying

Christine Amerman:

like, this is a valuable conversation.

Christine Amerman:

You can hear the whole thing over here, still driving people back

Christine Amerman:

to you, and I'm sharing my stuff.

Christine Amerman:

Number three, it's a huge credibility boost and authority

Christine Amerman:

boost to my audience, right?

Christine Amerman:

So where most people only think about getting in front of the

Christine Amerman:

host's audience, opa, right?

Christine Amerman:

Other people's audiences, I'm thinking, wow, you know what?

Christine Amerman:

There are a lot of different ways that I can use this conversation to warm up

Christine Amerman:

the people who are already following me.

Christine Amerman:

And somewhere in the buyer's journey, they might need this piece of content.

Christine Amerman:

They might need to see that I get on podcast, they might need

Christine Amerman:

to know, you know, whatever.

Christine Amerman:

And you could do that for a whole month.

Christine Amerman:

I was talking to a host, she said somebody who does essentially the same thing as

Christine Amerman:

her, came on her podcast, big podcast.

Christine Amerman:

And for a month this woman found ways to shout her out and tag her and talk

Christine Amerman:

about what she learned on the podcast and referenced the things that they had said.

Christine Amerman:

And, and this is somebody who could have been perceived as like, I'm not

Christine Amerman:

doing that cuz we're competitors.

Christine Amerman:

And they might go hire that host, right?

Christine Amerman:

Instead, she made herself so memorable to that host that that host could tell me,

Christine Amerman:

like, I know exactly who that person is.

Christine Amerman:

She's the only one who's ever done that.

Christine Amerman:

Like, I was so impressed.

Christine Amerman:

Right.

Christine Amerman:

And all of the things that are gonna come from that relationship being

Christine Amerman:

different and I mean, that woman just made her life a whole lot easier.

Christine Amerman:

Right.

Christine Amerman:

Cuz all she did was talk about this one thing that she did for a whole month.

Christine Amerman:

Right?

Christine Amerman:

That's content.

Christine Amerman:

Yeah.

Christine Amerman:

Ripple effects.

John Ball:

Yeah.

John Ball:

Amazing.

John Ball:

And it, it just says, I mean, that, that's not a complicated way of doing this.

John Ball:

That is fairly straightforward.

John Ball:

And I do feel, you know, as a podcast, that I'm not the best

John Ball:

at doing my own promotion.

John Ball:

None of us are.

John Ball:

No, no.

John Ball:

Uh, but it's something that we all, we all try and hopefully get better at.

John Ball:

And no, much like we're saying about coaches wanna coach

John Ball:

podcasters, want a podcast leave.

John Ball:

Like, then there's all the promotion stuff that comes with

John Ball:

it and, and things like that.

John Ball:

But if you do get that, all that stuff figured out, um, As somebody who's

John Ball:

going on shows, if you're going on shows that have got their promotions figured

John Ball:

out, you are going to get not just like exposure when the episode comes out, but

John Ball:

probably repeated content, actually links sent to you that you can share on, on

John Ball:

your social media stuff that's done for you and other people introducing you.

John Ball:

Because o one of the, as a public speaker, I learned very early on that

John Ball:

like, if you're gonna be introduced for a speech, a presentation, you don't

John Ball:

wanna do the introduction yourself.

John Ball:

You do, you do kind of want to give, you do not want to give a, a rough

John Ball:

introduction to the person who is gonna be introducing you, but it has more

John Ball:

gravitas, it has more impact to have somebody else introducing you much as

John Ball:

you know, if you were, if you're starring in a, a play and you wanted people to go

John Ball:

and see it, it has more impact if other people are talking about it rather than,

John Ball:

yeah, come and see the play that I in.

John Ball:

It's just one of those things, it's like, is that level of distance part,

John Ball:

like, well, you're not directly invested in necessarily having to do this.

John Ball:

So having somebody else who is effectively promoting you and you are not having

John Ball:

to pay them for that, that is huge.

John Ball:

That is a huge thing.

John Ball:

Yes, a hundred percent.

John Ball:

It's really, I really, really important.

John Ball:

I, I wonder for you, what, what, whether you thought it was essential to have

John Ball:

your own podcast or whether it was just something you thought, no, this is fun.

John Ball:

I'm ju I'm just gonna do it.

Christine Amerman:

Oh gosh.

Christine Amerman:

Okay.

Christine Amerman:

I'll be totally transparent about this.

Christine Amerman:

So this has been such a organic, as they say, like way that

Christine Amerman:

all of this has come about.

Christine Amerman:

None of it wasn't planned for Christine's business to help

Christine Amerman:

people with podcast guesting.

Christine Amerman:

In fact, there was a lot of kicking and screaming and involved that

Christine Amerman:

was created by imposter syndrome.

Christine Amerman:

So about.

Christine Amerman:

Three and a half years ago, so maybe six months before the pandemic, eight months

Christine Amerman:

before the pandemic I was starting to play with this idea of having my own podcast.

Christine Amerman:

So I'd gone on all these podcasts.

Christine Amerman:

I've been doing it for three years, like intensely and

Christine Amerman:

starting to teach it for free.

Christine Amerman:

So people would notice and they would be like, okay, you seem to be doing

Christine Amerman:

this thing with guesting differently.

Christine Amerman:

Will you come teach my my people?

Christine Amerman:

I was helping people quit their jobs still, right?

Christine Amerman:

So early business coaching, right?

Christine Amerman:

Early stage business coaching.

Christine Amerman:

And I was like, sure, I'll teach it for free, but I have

Christine Amerman:

this other business over here.

Christine Amerman:

I don't have anything to sell.

Christine Amerman:

You know, I'll just come in and I guess I'll make a presentation.

Christine Amerman:

And this is when we started looking at like the numbers of, okay, how, who found

Christine Amerman:

us and how much did they invest with me?

Christine Amerman:

And what podcast did that come from, and how much can we track?

Christine Amerman:

And I just, I had never done it.

Christine Amerman:

I was just like, keep doing the thing, keep doing the thing.

Christine Amerman:

Do.

Christine Amerman:

And then I, I thought, well, you know what?

Christine Amerman:

It would be fun to speak about this.

Christine Amerman:

And so I applied to speak at Podcast Fest and I got accepted and I was like, it'll

Christine Amerman:

be a good idea to have a podcast when I go speak at a podcasting conference.

Christine Amerman:

Christine, like, legit.

Christine Amerman:

So what I had been doing is I had this idea that I would do these Facebook Live

Christine Amerman:

interviews with folks and I would, I would put them in the, in the, in the vault

Christine Amerman:

and I would keep them until I was ready to release the podcast when I figured

Christine Amerman:

out how I wanted to release the podcast.

Christine Amerman:

And then I got this speaking engagement and I was like, how fast

Christine Amerman:

can we get it out before podcast Fest so I could say a podcast fest?

Christine Amerman:

Did I have a podcast?

Christine Amerman:

So that was the impetus and that was literally the week that everything

Christine Amerman:

shut down was was Pod Fest.

Christine Amerman:

We were home for one day before.

Christine Amerman:

Cuz I remember my kid had one day of her new preschool that I was so excited.

Christine Amerman:

We get back from Pod Fest, she starts preschool, have this extra

Christine Amerman:

time that lasted one freaking day.

Christine Amerman:

And then we got the call, we're shutting down it, you Knowably and the world.

Christine Amerman:

And so the, for me, the podcast was very much at that time, a I'm going

Christine Amerman:

to be a contributor in this industry.

Christine Amerman:

That has done so much for me sharing these inspiring conversations.

Christine Amerman:

It was not at all an intentional, like business building thing.

Christine Amerman:

It was a passion project and all these years later, we're we just rebranded

Christine Amerman:

again, this is a theme, Christine, I should really get the note again for

Christine Amerman:

me to speak at Pod Fest, like we've rebranded the week before I spoke or

Christine Amerman:

the week I spoke, and we're just now starting to play with like, okay, now

Christine Amerman:

it's really aligned to our business.

Christine Amerman:

Let's see what we can do with it.

Christine Amerman:

It only makes sense.

Christine Amerman:

For a long time it was just guessing in terms of strategy.

Christine Amerman:

Yeah.

John Ball:

I have listened to a number of episodes of your show.

John Ball:

I am subscribed to it.

John Ball:

I, I do enjoy it as a show.

John Ball:

And, and you host the show with your business partner as well.

John Ball:

And so it's nice the interactions between the two of you, it feels, it feels like

John Ball:

you're coming into a friendly room.

John Ball:

That's, that's how it feels like when you're tuning in to listen to it.

John Ball:

Like you, you guys clearly have a lot of love for each other, and that

John Ball:

spreads over into, into the audience.

John Ball:

It's like, I think it's nice, it's nice to have that energy that you, you come

John Ball:

into it in, and I think for me, that's a huge part of the, the whole thing guesting

John Ball:

hosting or pretty much anything you do.

John Ball:

About the energy that you show up in.

John Ball:

Oh my gosh, yes.

John Ball:

And, and being in a good, as good as you can manage a good

John Ball:

emotional state and being willing to turn up the dials a little bit

John Ball:

because after all, this is media.

John Ball:

This is media.

John Ball:

We have to turn things up a little bit because what we might think of as being

John Ball:

an excited or emotional level might on audio or video come across as monotone

John Ball:

or unani animated, very different.

John Ball:

It is really essential.

John Ball:

And, and, and you do that, you, you show up with great energy

John Ball:

and, and I think that's important.

John Ball:

Were you, are you aware of that or is that something you actually worked on

Christine Amerman:

both.

Christine Amerman:

So, and I love that you call that out.

Christine Amerman:

I love that.

Christine Amerman:

So thank you.

Christine Amerman:

And I, and I also am listening to your podcast, have heard you speak about, What

Christine Amerman:

do you need to do to prepare yourself?

Christine Amerman:

Right?

Christine Amerman:

I mean, there are times when I just got some really bad news

Christine Amerman:

before I need to go live, right?

Christine Amerman:

And it's like this intentional, or I was telling you before we hit record, I've

Christine Amerman:

been really sick for a week and a half, like really sick with this flu situation.

Christine Amerman:

And, and you know what?

Christine Amerman:

It's like I am moving, like you talk about, I'm moving my body, I'm

Christine Amerman:

listening to a song that makes me happy.

Christine Amerman:

I'm dancing around, I'm getting excited because I know that I already

Christine Amerman:

like you because I did my homework and I can listen to some additional

Christine Amerman:

episodes and get some context.

Christine Amerman:

It's, it's super important.

Christine Amerman:

And also, I wanna say, you do not have to be like real spunky or whatever

Christine Amerman:

word you would describe to me, right?

Christine Amerman:

You can be calm and grounded and you know, The, the, the foil to

Christine Amerman:

somebody like me who's like, right.

Christine Amerman:

And, and the most important thing is that, well, you say

Christine Amerman:

it, it's, it's presence, right?

Christine Amerman:

Yeah.

Christine Amerman:

It's your first, it's your first pee episode 1 59, I think it is.

John Ball:

It is.

Christine Amerman:

And, and you know, honestly, like, just in case anybody,

Christine Amerman:

I'll, I'll call this out, there's a little bit of like, oh, I don't, maybe

Christine Amerman:

even a impostor syndrome for me as much as I've done this as I was getting ready

Christine Amerman:

for this interview, cuz I was like, he talks about podcast guesting a lot.

Christine Amerman:

Normally when I go on a podcast, people are like, I've never, never

Christine Amerman:

talked, never thought about this, you know, never talked to somebody

Christine Amerman:

who does what you do, whatever.

Christine Amerman:

And that might seem really weird to you if you're listening to this

Christine Amerman:

and you're in podcast and you're like, not about this so far.

Christine Amerman:

Right.

Christine Amerman:

But you talk about this like with a lot of frequency.

Christine Amerman:

And you interview other people who help people guest.

Christine Amerman:

And so last night I was, you know, looking and I'm getting ready and I'm like I

Christine Amerman:

don't know if I have anything to say.

Christine Amerman:

That voice came in and this is my entire business, right?

Christine Amerman:

Like, I've been doing this for a long time.

Christine Amerman:

And so I just wanna normalize that because what I think you do really

Christine Amerman:

beautifully, John, is you're like, look, everybody has their own take.

Christine Amerman:

I just wanna have a conversation and see where it goes.

Christine Amerman:

Right?

Christine Amerman:

And it's not a perception of competition because maybe because we both

Christine Amerman:

help people with podcast guessing.

Christine Amerman:

It's just like, let's talk about what, what we both have experienced.

Christine Amerman:

And I think that that's really important.

Christine Amerman:

And that was part of my process for getting ready to come today and

Christine Amerman:

just show up and, and give, right?

Christine Amerman:

And be like, present it with my energy.

John Ball:

But that's cool and, and know, I, I do generally, I, a lot of people

John Ball:

who, who I have spoken to, especially over, over recent times are able to help

John Ball:

people affect people like Jason Serone, who, who are actively helping mm-hmm.

John Ball:

People with podcasts.

John Ball:

Guesting is like, people say, well, you know, why, why would you bring on

John Ball:

people who are doing what you're doing?

John Ball:

It's like, well, we are not doing the same thing.

John Ball:

We are, we have different approaches.

John Ball:

We're focusing on different areas.

John Ball:

I have a, perhaps a slight, slightly different target audience as well, and I'm

John Ball:

more focused on the, on, on the presence, on the presentation skills stuff and at a

John Ball:

particular, a particular side of things.

John Ball:

Maybe more the sort of psychology and public speaking presentation

John Ball:

side of things, which is a natural evolution for me.

John Ball:

But that's gonna be different to, to you and that you will get, you will get

John Ball:

different things from each of us, and you may find that there are things that

John Ball:

you need more from one than from another.

John Ball:

You are not going to get exactly the same product or coaching, there may

John Ball:

be things that you will hear commonly said, and those are the things

John Ball:

that you definitely wanna make sure you're paying attention to, right?

John Ball:

Yeah.

John Ball:

But there's gonna be things that maybe we don't all share or, or have in our arsenal

John Ball:

of what we teach and how we teach it.

John Ball:

And, and that's why it's like it, for me, it's never really competition.

John Ball:

It's, it's collaboration because there, there's so much ability.

John Ball:

Like we can talk as professionals who do at least in a similar area,

John Ball:

but working on it in different ways.

John Ball:

Like you have a, you have an agency you are helping high ticket, you know,

John Ball:

business owners who are looking to get on podcasts, and you're working very

John Ball:

specifically with people who have a set of values that you want to work with.

John Ball:

Mm-hmm.

John Ball:

And that's gonna mean we will ultimately end up with different clients anyway, but

John Ball:

you still have stuff to learn from us.

John Ball:

So, so I mean, that, that's been my approach with this.

John Ball:

And I, I knew that there, there was gonna be gold in our conversation today.

John Ball:

Which, which there has been.

John Ball:

Which there absolutely has been.

John Ball:

And I mean, for, for the show, you say you had, you had a rebrand and, and it was

John Ball:

speaking at, speaking at the pod Fest.

John Ball:

Thank you.

John Ball:

I should know that I'm speaking at it soon as well.

John Ball:

I'm gonna have to edit that out.

John Ball:

I, I'm gonna be speaking at Pod Pod Fest Global soon as well.

John Ball:

Ah, which, which is great.

John Ball:

Yeah.

John Ball:

Very, very much looking forward to that.

John Ball:

But for people who want to check out your show, what will, what will they

John Ball:

get from that that might be different to coming and listening to Polus?

John Ball:

Ooh,

John Ball:

Christine Amerman: that's a great question.

John Ball:

Very complimentary.

John Ball:

Yeah, I was listening to your episode with Jason as well who you just mentioned.

John Ball:

You know, so my coo, Nicole and I, we do episodes together where we're speaking

John Ball:

about what, what we're doing behind the scenes to help our clients and the

John Ball:

questions that we get asked most often and the problems that people have the most

John Ball:

often when it comes to podcast guesting.

John Ball:

So you get a lot of that r real talk.

John Ball:

And then I'm speaking with people who are business owners using

John Ball:

it for their own businesses.

John Ball:

John's gonna be a future guest.

John Ball:

So as of the time of this recording, so I mean, if that wasn't reason

John Ball:

enough for you to come over and check it out I don't know what would be.

John Ball:

But essentially we wanna show that, that this is for a wide spectrum

John Ball:

of people, and also we wanna make it very, very approachable.

John Ball:

No matter what stage of business that you're in, you really

John Ball:

can use this for benefit.

John Ball:

Right.

John Ball:

And we're really just focused on the guesting side.

John Ball:

So you can come and learn here about like, all kinds of things, podcasting, right?

John Ball:

John and his guests are teaching you.

John Ball:

I love that approach about like how to treat it like a hobby.

John Ball:

I was thinking about that last night as I'm, you know,

John Ball:

adding on the marketing piece.

John Ball:

So growing my own podcast, I was like, man, right?

John Ball:

How, how many rabbit holes do I gladly go down on Google for my hobbies?

John Ball:

What if I just played with it in that same way, for instance?

John Ball:

So, again, a long answer, but what you're gonna find over there is John,

John Ball:

on the other side of the mic, hello.

John Ball:

And I love to interview people and ask unusual questions.

John Ball:

And then a lot of, of specific strategies around podcast guesting,

John Ball:

no matter what your, your business is,

John Ball:

Well, I, I will continue to listen in because I've already

John Ball:

picked up a number of valuable insights and tips from your show.

John Ball:

And, and also it's, it's fun to listen to and I've enjoyed seeing

John Ball:

some of the evolution with your show as, as well, having been listening

John Ball:

for, for a couple of months now.

John Ball:

And and certainly I'm looking forward to being a guest on, on your shows or in

John Ball:

the future and having the tables turned.

John Ball:

It's gonna be interesting to see what, how that experience compares

John Ball:

to, compares to this one as well.

John Ball:

I will look forward to that very much.

John Ball:

Christine, I, I think you've given us so much gold today for those

John Ball:

who want to find more about you.

John Ball:

Everything, everything we talked about is gonna be linked in the show

John Ball:

notes, and that's the place to go and look and, and go and check out

John Ball:

go and check out Christine's podcast.

John Ball:

Check out a LinkedIn profile.

John Ball:

She's an amazing person.

John Ball:

What is the one thing you would most like people to do after

John Ball:

having listened to us today?

Christine Amerman:

I think it is continue the conversation and

Christine Amerman:

come over to my podcast as well.

Christine Amerman:

Add my podcast to what you're already learning.

Christine Amerman:

If you haven't already, of course, followed pod fluence, what are you doing?

Christine Amerman:

This is your chance.

Christine Amerman:

Get that dopamine hit of pushing the plus sign or the follow button.

Christine Amerman:

And then just head right on over to podcast guesting for

Christine Amerman:

profit and do the same thing and hang out with the both of us.

John Ball:

Yeah, absolutely.

John Ball:

I, I was, I was a little bit jealous when I saw your rebrand

John Ball:

of your show, and I thought, oh, that's such a good podcast name.

John Ball:

I was like, yeah, that, that exactly says what, what, what it is you do, what

John Ball:

you're about is is good SEO and all.

John Ball:

That's the thing you're thinking.

John Ball:

Yeah.

John Ball:

Christine you've really you've really knocked that one out the park.

John Ball:

Good job.

John Ball:

Wonderful, wonderful advice.

John Ball:

Let me just finish with one question, if I may.

John Ball:

What do you feel is your, your biggest skill, your greatest skill and asset

John Ball:

in terms of influence and persuasion?

John Ball:

Mm

Christine Amerman:

hmm.

Christine Amerman:

Huh, that's a great question.

Christine Amerman:

And I'll just say the reason that maybe we have something dialed in

Christine Amerman:

now is because my previous name of my podcast made zero Sense.

Christine Amerman:

No one could find it.

Christine Amerman:

It was a clever name that did nothing for my business.

Christine Amerman:

Right.

Christine Amerman:

So we're trying to correct that.

Christine Amerman:

So you live and you learn, but I was doing it anyway.

Christine Amerman:

It's true.

Christine Amerman:

Right?

John Ball:

It's true.

John Ball:

I do think that about your previous name here.

Christine Amerman:

Yeah.

Christine Amerman:

Right.

Christine Amerman:

It's cute and very, very confusing.

Christine Amerman:

So with that in mind I think that,

Christine Amerman:

I think that it is this theme of authen authenticity.

Christine Amerman:

So I can remember one of my friends in high school, her mom saying something

Christine Amerman:

about how it was super genuine.

Christine Amerman:

And at the time I was like the nice kid I like.

Christine Amerman:

You know, didn't have dates.

Christine Amerman:

I was like, everybody liked me.

Christine Amerman:

It was like the guy had a crush on told me, oh, you know, you're gonna be a,

Christine Amerman:

you're gonna be a great wife one day.

Christine Amerman:

Like, you might not be a great girlfriend, but you're gonna be a great wife.

Christine Amerman:

And I'm like, that is like, I don't, I'm 16, I don't be a wife, I'm a girlfriend.

Christine Amerman:

You know.

Christine Amerman:

But I think the thing that's always been true is that I've

Christine Amerman:

been who, who I, who I was.

Christine Amerman:

And that is what I've worked to do too.

Christine Amerman:

And what I help people give themselves permission to be.

Christine Amerman:

Right?

Christine Amerman:

And of course that comes with like strategy and messaging

Christine Amerman:

and blah, blah, blah.

Christine Amerman:

But at the end of the day, it's like, no, you have this mission for

Christine Amerman:

a reason cuz that's who you are.

Christine Amerman:

How do we help you bring all of you, if you will, to, to these podcasts and,

Christine Amerman:

you know, create, create more goodness.

Christine Amerman:

For the world, as cheesy as that might sound.

Christine Amerman:

I, I believe in that new paradigm of doing business, like, yeah.

Christine Amerman:

You know, that's, that's why I'm here.

Christine Amerman:

I,

John Ball:

I think there's, there's a lot of power in that.

John Ball:

And, and in terms of anyone, anyone who relates to that in any kind

John Ball:

of way, shape and form is gonna be able to get behind that and and feel

John Ball:

connected to it, I think as well, which is what makes that important.

John Ball:

It's a great answer, and we've had lots of great answers for me today, and I really

John Ball:

want to give you the biggest thank you for coming and being a guest on the show.

John Ball:

It's been a delight.

John Ball:

I, I would happily keep talking Yout to you for hours more.

John Ball:

Maybe.

John Ball:

We'll, maybe we'll have to, well, we will get to speak when I come on your show.

John:

We'll have to have you back on Podfluence again in the future

John:

because it has been enlightening and incredible value for everybody.

John:

Christine, thank you for coming on Podfluence.

Christine Amerman:

Thank you so much for having me.

John Ball:

Well, thanks for tuning in, and I hope you've enjoyed the show.

John Ball:

And at this point, you should now have a better idea of whether

John Ball:

podcast guesting could be the right strategy for growing your business.

John Ball:

You have some ideas that also on how to make podcast guesting work for your

John Ball:

own content creation and how different it looks when a guest really shows up

John Ball:

from a place of service and preparation.

John Ball:

Christine's podcast is called Podcast guesting for profit, which I can highly

John Ball:

recommend checking out, I'm mainly sad that I didn't get to that name first.

John Ball:

Christine has a free offer for everyone here, which shows you 20 Ways you

John Ball:

can monetize one podcast interview.

John Ball:

You'll find the link in the show notes, and I know Christine would love it if

John Ball:

you connect with her on LinkedIn as well.

John Ball:

Now if you want to become a top 1% podcast guest and have some serious

John Ball:

Podfluence, download my free ebook now so you can start building

John Ball:

authority, following and profit from podcast guesting in less than an hour.

John Ball:

All you have to do is find the link and click on it in the show notes.

John Ball:

That's it from Podfluence for this week.

John Ball:

We'll be back very soon with another episode for you.

John Ball:

In the meantime wherever you're going, whatever you are doing,

John Ball:

have an amazing rest of your day.

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About the Podcast

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Present Influence
The podcast that helps professional communicators learn the skills that increase influence, impact and authority.

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About your host

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John Ball

John Ball is a keynote coach and professional speaker on a mission to help upcoming leaders master their communication, create impact and stand out as experts in their field.
John left the high life of his flying career to do something more meaningful to him and has since worked with several leading personal and professional development organisations as a lead coach and trainer.
The heart of everything John does involves helping people shift to personal responsibility and conscious awareness of how they show up and perform in every situation, whilst equipping them with the tools to be exceptional.
John also co-hosts The Coaching Clinic Podcast with his great friend and colleague Angie Besignano.
He lives in the beautiful city of Valencia, Spain with his husband and often visits the UK and US for speaking and training engagements. When he's not speaking or podcasting, he's likely to be out swimming, kayaking or enjoying time with friends.

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