The Podcast Guest Formula That Turns Your Stories Into Sales

If you're showing up, sharing your best stories, and still not getting new customers, you're missing a formula that could turn podcast guesting into one of your biggest revenue streams. After 1,700 episodes and 85 million downloads, I've watched guests generate $25K, $50K, and even $100K from a single interview, and I've seen exactly what separates them from the guests who walk away with nothing. In this episode, I'm breaking down the storytelling strategy that makes listeners feel so understood they can't wait to work with you. You'll learn how to position your expertise, choose stories that actually sell, and turn podcast interviews into paying customers without needing a massive following or sounding salesy. Check out our Sponsors: Shopify - Launch your business before Black Friday, go to http://shopify.com/happy to start your free trial. Monarch Money - Get your first year of Monarch Core for half off at http://Monarch.com with code EYH. Northwest Registered Agent - Visit http://northwestregisteredagent.com/EarnFree and start using free resources to build something amazing. Fabric - Join the thousands of parents who trust Fabric to help protect their family. Apply today in just minutes at http://meetfabric.com/EARN. Meetfabric.com/EARN. Quince - Find the fall pieces you’ll reach for most at Quince. Get free shipping on your order and 365-day returns and when Quince asked how you heard about them, let them know it was here on Earn Your Happy. Gloss Genius - Run a business that takes appointments? Use code HAPPY at https://glossgenius.com/earnyourhappy for 50% off your first two months of a premium plan. Faire - Sign up today and get 50% off your first wholesale order, up to $100 at https://faire.com/happy50. Terms may apply. Life at the Speed of Play - Go to http://getmarksbook.com/earn to get two copies for the price of one—one for you and one for a friend. HIGHLIGHTS The biggest mistake experts make that leaves money on the table after podcast interviews. How to turn your best stories into a sales strategy that attracts paying customers. Why a small audience doesn't have to limit how much revenue you can generate from podcast guesting. The 5 types of stories that build trust, establish authority, and inspire people to buy. How to position your expertise so the right customers instantly recognize you as the solution. The strategy that turns a great podcast conversation into a powerful sales opportunity. RESOURCES Learn how to turn podcast guesting into massive sales, ⁠⁠save your spot for the free live training HERE⁠⁠! Make your own ⁠Million Dollar Media Kit HERE! Try glōci for 40% off your first order with code HAPPY at checkout - head to getgloci.com FOLLOW Follow me: @loriharder Follow glōci: @getgloci

• 0:01Speaker 00

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• 2:11Speaker 00

  Your Happy a $75 sponsored job credit. Go to indeed.com/podcast right now and support our show by saying you heard about Indeed on this podcast. Life at the speed of play. Mark is offering our listeners two books for the price of one. Go to getmarksbook.com/earn. Sequencing. Sequencing.com is offering your listeners up to 10% off your full genome test plus free shipping. Go to sequencing.com and use promo code EARN for 10% off. But the right stories in the right order with the right words make people buy from

• 2:52Speaker 00

  you. There's a massive difference between a listener going, "Oh, she's just so funny. She's amazing. Like, I really loved that podcast. I might even send it to a friend." Or mid-run stopping, forgetting that I'm on the sidewalk and people are behind me and that people are trying to get around me and literally going to a checkout page. That does not happen by accident.

• 3:27Speaker 00

  Welcome back to the show. It's time for another quickie because there's always time to fit an inspiration. Today I am sharing with you the podcast formula that you are missing. And this is not just about podcasting. This is if you sell anything. I don't care if you sell a widget, a bagel, a service, if you have a brick and mortar. If you sell a bagel, please come talk to me because I love bagels like more than I can possibly tell you. Try not to eat too many of them, but maybe you could go on a podcast and sell me bagels. So let's start because I really need you to understand that there is a world of people out there who are making so much money off of being a podcast guest. A lot

• 4:12Speaker 00

  of you don't understand the opportunity and what you don't understand as well is that it's a whole lot easier to stand out than many of you think. I keep sharing this on different podcasts that I'm on and on the trainings that I'm doing, but I want you to sit and listen to this podcast knowing that before you disqualify yourself from somebody who could do this. There are experts that come on in their arena. They could be people who are so incredibly amazing at ads, teaching people ads, scaling ads. There are people who are incredible with high ticket sales. There are experts who come on who are the most incredible world renowned speakers from stage. There are people who come on

• 4:56Speaker 00

  the podcast who are by right, the best in their industry, but there is a formula to podcasting and selling on podcasting. And from a very unique position of now 1,700 episodes and 10 years and truly talking to the best experts in the world, many of them, I have gotten to see that even they don't have this figured out. And the people who do, I'm leaning in. The people who get this right make me forget that I am a host and they immediately make me feel like I want to be their number one customer and fan.

• 5:41Speaker 00

  And what is that formula that makes me the host actually go and purchase from one of my guests after? Because I have done this many times. It could be someone who is small, a very small audience, but nails it. This could be someone large that I'm like, "Oh my God, I had no idea this is the problem that you solved and you spoke directly to me through this. I was eating out of your hand." In fact, I started asking so many questions specifically so that I could get different answers because you made me feel so seen in the problem. So let's talk about this. You finally get the yes on the podcast. The show that you have literally been trying to get on for a year. You prep, you show up,

• 6:25Speaker 00

  your host maybe laughs at you. You feel like you even told some of your best stories. Maybe someone even tiered, maybe the host even tiered up, right? And the host says to you, "Oh my gosh, that was so incredibly amazing. Like, people are going to love this episode. I can feel it." And all of a sudden, the podcast drops, maybe the month after, and you keep refreshing your DMs, but nobody's really in there, right? You have like four new followers and one of them is a bot that is trying to sell you something. That's it. Like, that feels like the whole return of the interview that you felt was freaking

• 7:06Speaker 00

  amazing, right? Like, maybe you even felt like you nailed a story. So if that's happened to you, this is what I want you to hear. It's not about the story. It's not about if you did a good or a bad job. It is that you're missing a formula. So today I'm going to show you exactly what that is. So today I'm like extraordinarily, do I ever use that word? Not really. I am so freaking excited because this is what I am building inside Million Dollar Guest. And this is what I'm also teaching in my free training coming up. Link is below in the show notes. And the free training is how to make money as a podcast guest. This truly can be one of your biggest sales channels. So if you

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  heard me talking about this on round one and you missed it, the testimonials are insane. The amount of shows that people are going on and getting results already is mind blowing. And this just, this just ended, this accelerator just ended. So if you're feeling a little lost right now on social media, if you're feeling like every day you're posting content and it's actually making you feel worse and worse and you're disappearing into the ether because you can't think about how to compress your years of freaking wisdom and your incredible stories into seven second reels telling people to come and follow you and look at your stuff and you're not getting attention. This can be a channel where you actually show up in

• 8:30Speaker 00

  front of thousands and thousands of people who already trust you because you get that trust of the host transferred over to you, where you get the time to actually go deep with these people and let them know that you get them and you have the solution for them. So let's talk about this opportunity because most people are completely missing it. And I am past 85 million downloads now. I have gotten to sit across from hundreds of guests. I see what happens after the episode. So I've watched guests make $25,000, $50,000,

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  even $100,000 off of a single interview on my Earn Your Happy podcast. One conversation, you guys, one conversation, one hour conversation.

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  This is what I need you to sit with now. You can either sit and feel very lost and confused and stressed over social, or maybe you're nailing it on there. And you just realize that if you're nailing on there, imagine what you can do over here. Right? I've watched other guests who were just as smart, just as likable, just as qualified, walk away with nothing because they are not doing the formula that I am sharing. So what is the difference? It's definitely not luck and it's not audience size at all, because like I said, I've had no names come on and crush it. In fact, at the time when Samantha S. came on, she literally did not have a large audience at all.

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  I don't, I can't remember the exact number, but I'm guessing it was under 10,000 people. So think about what a podcast actually is. It is someone choosing to put your voice in their ears for anywhere from 30 to 60 minutes. This can be while they drive. This can be while they work out, while they fold laundry, while they're in the shower. I can't tell you how many people are like, I listen to you in my shower. And I'm like, that's crazy. And I listen to people in my shower too. And that's nuts because that's like so intimate, right? It's like shower thoughts where like getting all of these ideas. And this person is in the shower with you.

• 10:43Speaker 00

  Like that is so crazy or out on a run, like just you and them out on a run and dropping in like that, like that's probably more time that they are giving to their best friend. There's no other platform on earth besides YouTube, which you can listen to a podcast on YouTube, where a stranger will give you that much uninterrupted attention. There is nothing else. You could post a reel every single day for a year and not ever get that type of trust that you can build in a single amazing episode. If you do this formula right. And that's the opportunity and most everybody wastes it. And this is the unfortunate thing is when I'm sitting in the chair,

• 11:27Speaker 00

  it's not that I don't like the person. It's not that I didn't find some of it interesting. It's that almost all have not been memorable. There are major things that everybody is missing, that there's only a handful of people out there who are absolutely nailing it. And it's not that hard. You are not that far away from figuring it out. So let's talk about the different myths, right? Myth one, getting booked is it. That is not the win whatsoever, right? People get booked on a big show. They celebrate like it's the finish line. They post the screenshot, so excited to be on the show. And then they have zero plan, like they have, they try to prep for what they think is going to happen,

• 12:09Speaker 00

  but they haven't realized that there is a little bit of control that they have around exactly what happens. This is what we go into in the training is how to set yourself up for massive success with the host and how to make the host fall in love with you before you even go on the show. This is a thing, everybody. This is a very real thing. And let me just tell you, it is one of the best strategies to make yourself not only feel incredible on the podcast, but to make the host so excited to refer you. Let's talk about myth two. Just go on and tell good stories. Like maybe you're an amazing storyteller. And this one's a little bit sneaky because it's half true, right? You want to tell great stories. You want to be vulnerable. You want to be real.

• 12:51Speaker 00

  And truly I am the queen of telling raw, vulnerable stories, but I kind of tell different stories all the time. Like I don't necessarily have a plan for exactly what story I'm going to tell. And even if I did, am I telling it in the right way? That does something that I will tell you in a little bit. Because every story that you tell has a job. And this is what we all miss is we are telling these stories for specific reasons. Random good stories can make people really like you. But the right stories in the right order with the right words make people buy from you.

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  And there's a massive difference between a listener going, oh, she's just so funny. She's amazing. Like I really loved that podcast. I might even send it to a friend. Or I want you to really think about this because I have done this before. Mid run, stopping, forgetting that I'm on the sidewalk and people are behind me and that people are trying to get around me. And literally going to a checkout page to see if I can join that mastermind. That's high ticket right now. That I've never met this person. This is the first time I've heard of them. And I'm like, I want to know about this. Like I want to be in this person's world.

• 14:13Speaker 00

  They literally see me, get me and have the solution that I need. That does not happen by accident. That is so formulaic, you guys, that nobody, nobody that you're listening to, it sounds so natural for these people. I will tell you, they have all figured this out. They have all mastered this. They have been on so many different media outlets and podcasts and written this in email and on stages that it feels very natural for you to hear it. But if you learn this formula, you will eat for the rest of your life. Meaning you will be able to make money for the rest of your life.

• 14:54Speaker 00

  If you learn how to pitch yourself and tell stories that sell. So let's talk about the formula that actually works that I'm going to be teaching on this training. There's truly a real shift here. It is to work backwards from your offer. So before you ever walk into an interview, you start at the end. You start with the end in mind. And we go over so many different things that you could be sharing because a lot of you listening, I attract multi-passionates. And being multi-passionate is one of the most challenging places to be because it, it throws a wrench in how you sell. It also throws a wrench in your ability to stand out. Because we need to figure out what that lead message is and what that lead offers,

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  especially in today's day and age. Because in order to stand out, you need to lead with a clear message, talking to one person. And so what is the one thing you want to offer someone? Where do you want them to go? Should they join your program? Should you give a freebie? Should you book a call? Should they DM you? Should they follow you? Should they subscribe to your podcast? Should they subscribe to your newsletter? This is what we get really, really clear on. Not only on the training, but also Million Dollar Guest. We go really, really deep on what is that offer and what is right for the particular listener? Because the interesting thing about being an incredible salesperson through story is that you are going to learn how to manipulate that story

• 16:24Speaker 00

  in order to fit the audience really well. So we're going to play with those stories, right? Because if you're talking to entrepreneurs, younger entrepreneurs on one, right? Maybe women in their twenties who are just getting started and really want to get into, let's just use high ticket sales. That could be one podcast. Or maybe you're coming on one where it's moms. And these are really busy women who are starting a side hustle. You're going to manage that story in such a different way. So story one, you're going to be sharing a lot of different stories on podcasts. And so the formula, I'm going to share a little bit. Come on the live training in order to learn more about monetizing podcast guesting. But then of course, what I teach in Million Dollar Guest goes so incredibly deep.

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  I don't even think people understand what actually goes into having a customer at the end of a podcast, not even question going and checking out on your page. And this is where it gets really, really exciting is you will understand how to answer every question before they even get to your sales page so that they are a yes when they are trying to find you. They're actually frantic about trying to look for you because they are like, I actually need this now. Like I want to do this right now. I want to work with this person. I don't want to end this feeling of knowing that there is finally a really clear solution that I understand. Like no one has explained that better to me. I've never been more crystal clear.

• 17:49Speaker 00

  I've never understood this more. I've never felt like that person understands me more. I've never felt like there's a clear plan, a formula told to me. I want to purchase right now. So story one that you're going to share, why you do what you do. Your first story is typically like your own testimonial. It's almost like a pitch of yourself. Why do you do this work? And many people come on with their resume, but I will tell you, it is not your resume at all. People do not care if I am trying to teach people how to monetize podcast guesting, right? That's what I'm talking all about right now. That's the hill that I'm going to die on. People don't care that I was a 10 time cover model. They don't care that I'm a three time fitness world champion. They don't necessarily care that I was in the top of network marketing

• 18:34Speaker 00

  for 14 years and made approximately $18 million. They do not care about those things. They need information that is specifically around why I understand podcast guesting. And here's the very meta part. I want you to go back and think about the very beginning of this podcast where I told you about my unique position hosting podcasts, where I built credibility about the number of downloads, the, the episodes, the people that I've spoken to, the why I understand this unique problem, and how actually I would have gone even deeper if I was going on someone else's podcast about how I'm actually the person who had the problem as well. When I go on podcasts,

• 19:15Speaker 00

  I didn't know what stories to tell. I feel like I was telling a different story every time and I was never nailing it. And I felt like I was mumbling and fumbling through the story and it wasn't clear. And I'm like, did that even tell them what I'm good at? Does this even highlight my zone of genius? Does it even sell the thing that I'm trying to sell on here? Like I just talked, they just asked me about my 20 year marriage the whole time. They never asked me about the specific thing that I believe that I'm actually even good at. So all of a sudden you just had a conversation that someone enjoyed, but even if they go to your page, you're like, I'm not a marriage counselor. I don't have a marriage offer. I don't have anything that could actually help that person further than this. I don't talk about this on social. So it was just a nice

• 19:57Speaker 00

  conversation. So story two, you're going to talk about how you understand that problem. Like, next is the story of how you relate to the problem, right? Not just what it is, but actually how you see it in the moment that you saw it. So story three is the unique problem. This is the one that most people skip because it's like the problem underneath the problem. We go really deep in this in Million Dollar Guest on the actual program, because what's happening right now is you're saying a problem that they don't know they have. So let me give you an example. I

• 20:37Speaker 00

  am talking about helping people monetize being a podcast guest. A lot of people didn't even know that they could do this, like that people were making as much money as they're making that it's actually a part of their business plan built in for the year. Like it's, it's their marketing plan. I'm going to go on this many podcasts. I'm going to aim for this podcast. I have this specific offer. I'm setting the podcast up around this date right now. Here's what we're doing. Maybe I'll have them affiliate. Now, because you don't necessarily know that you can do that, if I'm telling you how to monetize, you're like, okay, blah, blah, blah. I don't really get that quite yet. I have a little bit of an education. I have a education gap for my audience, even though

• 21:19Speaker 00

  you understand what I'm saying, like go on and make money from podcast guesting. You're like, okay, interesting. Um, how could I do that? I've never done that. I've gone on 30 podcasts. I haven't necessarily monetized from it. What I have to lead with for some of you in order to get you into my email list and into my nurture sequence in my email list, meaning the emails that I send out to you, talking about and educating you on what I am talking about so that you can understand this actually is your problem is that you're not monetizing your podcasts. A lot of you think the problem is getting on podcasts. A lot of you are like, my pitch sucks. I, nobody's saying, yes, I'm getting on the smaller podcasts, but I'm not getting on the bigger podcasts. And what we want to do is we actually need to solve that problem through your

• 22:02Speaker 00

  messaging, but we need to do that first because we need to work backwards from your offer to even know what your topics will be to make your pitch better and make you stand out from there. So I have to talk about the problem you think you have as well, which is not your pitch not working, not knowing what to pitch, not feeling like you're standing out, not feeling like you're landing those bigger shows. So there's always a problem underneath the problem that you may need to speak to first as well. You guys know I'm all about turning big ideas into something in reality, but here's the thing, not every idea deserves your time, energy, and especially your money. That's why I want to tell you about Life at the Speed of Play, launch products people love, the new book from

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• 26:37Speaker 00

  So story four is why you specifically understand the unique problem that I also just said. And this is your credibility, but told as a story. You need to weave in the stories of your credibility throughout multiple times because it positions you as the absolute authority and the absolute expert. Because when people are listening to a podcast, they have objections in their mind. They have already told themselves why this may not work for them, the thing that you're talking about. They have come up with things in their head as you're talking. They go, yeah, but they never went through this, or yeah, but she doesn't have kids, right? I think of that one a lot because

• 27:19Speaker 00

  I don't have children and I know that's probably something that comes up for people when I'm talking about things. And so what I try to do is tell transformation stories around the women that I've worked with who do have a lot of children and how they dealt with that. So what are the objections that you need to overcome and tell them why you understand that unique problem? So story five, why you understand the listener? You don't necessarily have to tell all of these stories on one podcast, but what I hope you're getting the gist of is that there are so many stories that you need to position and try to dig for and create in your life, in your

• 27:57Speaker 00

  business, in order to turn this into a verbal sales page. Essentially, this is an infomercial. And let me tell you, infomercials in the 80s and 90s made bank because they understood how to verbalize and show a sales process. How many of you listening right now, like have ever watched an infomercial from beginning to end? That shit is one hour, right? You, you are getting sold from the top and you know it. Like you actually know that if you watch this, you might be buying a ShamWow Shammy at the end of this infomercial, even though you thought it was absolute bullshit

• 28:39Speaker 00

  in the beginning, but somehow you have been convinced and entertained and you now feel that you have a huge problem because you have spots left on your windows and on your car when you wash it because you do not have a ShamWow. You now feel like you have a problem that you didn't even know you had before that wasn't even named and you're like, you're right. I have shitty streaks all over my window. You're right. When I sit at my computer and I look outside my glass doors, I get really freaking annoyed because I'm always like, what the hell? Like, I just cleaned that? How is that even possible?

• 29:24Speaker 00

  That there are so many, like, it looks worse, right? So all of a sudden, I watch this for entertainment and now I'm buying ShamWow products. And you better believe, I'm taking the fast action because I get the second ShamWow purchase for free. Do you know what I'm saying? So to go on a podcast and to not treat it in this way and to know that you can actually entertain people in a way that's like, I've watched this whole infomercial for an hour, knowing I was getting sold the whole time, to not being able to wait to get my ShamWow in the mail. This is where we want people on a podcast is because you have something so good. You know that when people

• 30:08Speaker 00

  get into your group coaching, that their entire life is changed. You know that when people do your service where you go in and you help teams just really understand what the gap is, what the problem is, start just functioning like this incredible machine to scale the business. You know you are the best at that. You know that you are the best couples coach. You know that you are someone who helps build the most insane funnels in a very simplistic way for anybody who has a product. Like, you know that you're good. And so you should be making this the number one thing

• 30:48Speaker 00

  that you do because number one, you deserve to do what you love. Number two, they need you and they deserve the transformation that you have and to work with someone like you who has integrity. There are so many shitty people out there right now and you know that there's a massive trust recession, that this is the way to win. And the shitty people are winning sometimes because they are mastering storytelling. So the good people need to be mastering storytelling, story selling, and this formula especially for podcasts. So the last story is really, and this is not the last story, there's multiple stories. But I want to know the solution that you created for yourself

• 31:29Speaker 00

  and your clients, right? We want to be able to see how this actually broke through, what this looked like, how you're solving this for your clients, so that I can see myself in that story and in that transformation of a client who maybe you named that's very similar to me. And so the more that you can speak directly to that, the more color you can give, the more detail, the more I can go, holy shit, this person just gets me and I need to be in this group. They're so down to earth. Like, I feel I can show up vulnerably. I feel I can show up and not feel like I'm not the smartest person in the room, or that I can't share myself or my story. Instead, you can't wait to

• 32:12Speaker 00

  tell that person, like, I relate to you so much. You are the person who finally made me feel like it was possible for me. This is what we're going for with this. This is what we can teach you to do. This is what you are not that far from. You are not that far from doing this. I'm so excited for you guys. I really, really hope that you come on this live training. And people who are really committed, people who really want this, people who are going to take action, successful people, people who follow through, type A people, A players, come on live. There are like six or

• 32:53Speaker 00

  seven opportunities to come on live. Promise me you'll come on live. Come on the live training, do the Q and A, get in the chat box. We make this so much fun. I make it very interactive. And I want to work with you. I want to see your face. And I will get to see you. I will get to chat with you in the chat box. I will get to answer your questions. But show up live. Go click below on the live training and I cannot wait to see you there. We're going to teach so much more. Obviously, you just learned that than just how to monetize podcast guesting. It's going to blow your mind when I show you all the data and the science of why podcasting truly is what I believe is the most underrated sales channel. And once you see it, you can't unsee it. And I know that

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  you're going to make podcasting one of your marketing strategies for this next year. So I will see you guys live on the training. And until next time, earn your happy. Bye, everyone.