The Million Dollar Messaging Framework to Turn Listeners Into Paying Customers with Lindsey Marie

Learn how to turn podcast guesting into massive sales, ⁠save your spot for the free live training HERE⁠! Getting booked on podcasts is only half the battle. What you say once the microphone turns on is what turns that opportunity into actual sales for your business! In Part 2 of my conversation with Lindsey Marie, I'm breaking down how to strategically prepare for podcast interviews that build trust, establish your expertise, and make people WANT to buy from you. You'll learn how to structure your interview around your offer, uncover powerful stories from your everyday life that overcome buyer objections, and communicate your value so clearly that your ideal customers immediately recognize you as the solution they've been looking for. If you're ready to turn podcast guesting into a serious revenue stream for your business, this episode is your next step! 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 01:00 Why podcast guesting is a powerful sales opportunity when social media reach is declining. 03:00 The difference between getting booked on podcasts and actually converting listeners into buyers. 04:15 The biggest mistake podcast guests make when preparing for an interview. 06:15 How to reverse engineer your interview around the offer you want to sell. 08:45 How to structure your podcast interview like a sales page that converts. 11:45 How to establish credibility and make listeners feel understood from the beginning. 15:30 How to find powerful, relatable stories that connect with your ideal customers. 22:45 How to use storytelling to shift beliefs and overcome objections to your offer. 25:15 How to prepare interview questions that naturally lead to your best stories. 29:45 The Million Dollar Messaging Framework to communicate your value and increase sales. 34:00 What you'll learn in the free Million Dollar Guest training. 38:45 How to start preparing now to turn your next podcast interview into a revenue 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! Get on the waitlist for Mentor Collective Mastermind 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

  This episode is brought to you by Shopify. Ready to launch your business before Black Friday? Go to Shopify.com/happy to start your free trial. Monarch Money, Monarch breaks the debt cycle, turning that endless gloom into a plan with an end date. Use code EYH at monarch.com to get your first year of Monarch Core half off at just $50. Northwest Registered Agent, Northwest gives you access to thousands of free guides, tools, and attorney drafted documents to help you run your business with confidence. Visit northwestregisteredagent.com/earnfree and start using free resources to build something amazing. Indeed, spend less time searching and more time actually interviewing candidates

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  who check all your boxes. They're giving Earn 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.

• 1:20Speaker 00

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• 2:49Speaker 00

  just how it is. We want to see something interesting. We're like, oh, I'll start with that mic drop moment or that quote or that story. But in the beginning, the first 10 minutes, what you want to do is think, how can I let my listener know I get them and I see them?

• 3:04Speaker 01

  And once you get this dialed in, it will radically change, just like you said, every single touch point of your business.

• 3:18Speaker 01

  I am back with really one of my favorite people on the planet and this series has been so good already. We're talking about how to turn podcast guesting into a serious sales channel for your business. And we set this conversation up perfectly in episode one. If you guys have not gone and listened to that one, I highly recommend it because these conversations are going to build on one another, but we're really breaking down something that you are teaching in depth right now, which is how to become an expert podcast guest and actually use guesting on other people's podcasts as a way to funnel sales into your business.

• 3:55Speaker 00

  It's one of the most exciting things I've gotten to do and talk about. And I also think at this time, right now in history, where we're feeling a really big change in the algorithm on social media, it's feeling a lot harder to get attention for a lot of people. And I find that a lot of the women that I talk to are incredible experts, except they don't know how to dial in such a large expertise into such a short amount of time on social. And there are a lot of really frustrated, challenged people out there who are feeling really behind or really scared or worried about where this leaves them. And I, I believe that this is

• 4:35Speaker 00

  a modality for so many people who do have the stories, who do have the deep wisdom and the experience to come on and be able to use that and not only use it, but to get in front of so many people and borrow the trust of the host and that audience that you have spent years building, that I have spent years building and getting their expertise in front of them. So it's worth the effort and it's worth the time. And let me tell you, I believe, even though it's a little bit of a lift, that it's so much easier than the constant changing of social media right now.

• 5:10Speaker 01

  It's so true. And you know, for people who may not be listeners of Earn Your Happy, you've had your podcast over 10 years. How many millions of downloads now?

• 5:19Speaker 00

  We're at 85 million downloads.

• 5:20Speaker 01

  85 million downloads, over like 1,500 conversations that you've had over the years. So you are someone who really understands this from a firsthand perspective, but also sitting across from the interviews that go really well and you see those people turn that interview into sales and then those that are fascinating people and it just doesn't hit the mark. So that's what we're talking about today because last episode, if you didn't catch episode one, we're talking all about what makes a great pitch, what gets our attention as podcast hosts, what gets us to even read your pitch in the first place. But today, this is actually where I think this whole conversation goes to a level most people aren't thinking

• 6:00Speaker 01

  about, which is it's not just getting booked. It's what do you actually say once the microphone turns on to maximize the time that you do have. So let's kind of dive in and we're going to really piece this together for people because once you get booked, it's not just show up, be authentic, share yourself and people are going to fall in love with you. There's a strategy to it. So will you break that down a little bit? How should people be thinking about setting up the interview once they get booked on a show?

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  So my favorite thing that people say, and when I say my favorite thing, I will tell you, it's actually the thing that I dread the most.

• 6:36Speaker 01

  We mean least favorite.

• 6:38Speaker 00

  We mean it's opposite day.

• 6:40Speaker 01

  Don't ever do this.

• 6:41Speaker 00

  Don't do it. They say, let me just show up. I'll just be of service. Just whatever you want. That's what we'll talk about. I just want to serve your audience. I have heard this verbatim hundreds of times. And while I understand that they're coming from such a beautiful place of service, it's actually the least helpful thing for a podcast host. And the reason for that is Lindsay, you have an expertise. You have a deep interest that when I tap on a certain thing that you love talking about, your passion exudes through you so much through the microphone or the stage or in person that it actually can move

• 7:21Speaker 00

  somebody to tears, to emotion, into action. And so if you tell me, just I'll show up and I'm here to serve your audience and I'll talk about whatever you want. Well, if I want to talk about potato pancakes that day, you're going to suck at that conversation. Or maybe you're not. Maybe you make amazing potato pancakes, but it's not going to be anything that's actually going to serve the audience to the extent that your zone of genius does. So the whole point of actually preparing, which we're going to go deep into, is to get you into your zone of genius so that you are giving my audience the very best stuff that you possibly have. I want your frameworks. I want that lived story that has so much wisdom

• 8:05Speaker 00

  that could shift people in five minutes. That's what I'm looking for is what are you masterful in? And I don't know that unless you set me up for that.

• 8:15Speaker 01

  Right. And it, again, back to something we touched on in the first episode, if you're putting too much of the work on the host, EVA may be doing in-depth research on you, only you know the best way to set up your own offer. You know, the objections that your ideal buyer has. So let's talk about, because this is something you teach, is to start with the offer in mind when you're setting up your podcast interview, when you're pitching questions to the host. So why does starting with the offer matter when it comes to being a great podcast guest?

• 8:46Speaker 00

  So the important thing is, is to know your destination with everything. And so if we know where we want the conversation to end, we then can work backwards and create all of the questions, overcome any of those objections and create an entire storyline around that in order that by the end of this podcast, that call to action to your offer feels like a relief. It should actually feel like, thank God, they have the solution to this thing. So you know, we had talked a little bit about this in part one, but when you're thinking about it, it's kind of like, well, if I was sitting down with Lindsay, I would say, you know, what is that offer that you'd want to direct people to right now? And so this is the way that I want you to be thinking is it doesn't mean, well, I have

• 9:29Speaker 00

  three different offers. When you're going on a podcast, it's very specific to one conversation, even though you can have 150 conversations. Lindsay, I know you and I could have.

• 9:42Speaker 00

  25,000 conversations on a whim right now. We could talk about a million different things. But if you notice even what we're doing in this podcast, it's very meta. You know, the thing that I want to direct you towards is I have an incredible training all about this that goes insanely deep. And so what you'll see through, it's like, this is like the most meta training ever. Because what I'm doing is I'm thinking of wanting you to want more of that. And so we are going to think of it in terms of what are the objections you could be thinking about right now? What are the questions that I need to have Lindsay ask me in order to set this up? Because my CTA or offer at the end is this training to go even deeper.

• 10:22Speaker 00

  So when you're thinking about where you want this to go, you really need to start with the offer in mind. And from there, we're going to set up the entire conversation. That's also how you're going to know what questions to send.

• 10:34Speaker 01

  And that was exactly how we crafted the flow of the different topics. We're breaking this into three parts to talk about these different pillars that people are going to learn when they come to the training, if they participate in your program, million dollar guest. And so you can even just take what we're doing here and use this as an example of everything that we're talking about. So I love how you teach that a great interview is like an infomercial. It's like a great sales page. So what do you mean by that? And how does this change the way that we think about crafting the interview going into it?

• 11:10Speaker 00

  So when you think about a sales page, we've all read one. When you think about an infomercial, can you remember the infomercials from the eighties? I don't know if you remember this one, but it was about Ginsu knives.

• 11:20Speaker 01

  That's all I was thinking about right now.

• 11:22Speaker 00

  And for some reason, I was obsessed with this infomercial as an eight-year-old kid. I was convinced I needed a set of Ginsu knives.

• 11:30Speaker 01

  Was that where they cut through the metal can?

• 11:32Speaker 00

  The metal can, they threw a tomato in the air and chopped it in the air. And I don't know about you, but I tried that with my knives and I could not do it. So because of the fact that they presented a problem to me, right? They literally said, you cannot cut a tomato in the air with your knife, can you? Tried it as a small child, that introduced a problem to me. And then they introduced their solution. They showed proof over and over again in the infomercial, they did fast, you know, bonuses for the call to action. And then they had that call to action at the end, over and over and over again. And they created pressure around that call to action. Now, when we're thinking of a podcast, you actually want to follow those tracks is you are stating the problem in the beginning.

• 12:15Speaker 00

  And now not everybody, they're not all going to feel like they have that same problem. And that's okay, because we want to talk to a very specific type of person. Because when you understand that problem deeply, you have that person. They are listening, you're now going to give evidence of why you understand that problem. You're going to walk them through to show all of the proof around why you understand it. You're going to show transformation stories, then you're going to introduce your solution. And then by the end, you're going to have that call to action that feels, again, you want this to feel like relief. Like this person understands my problem actually more than I do. They've, they've been able to say it in a way that I haven't even been able to put words into in a really vulnerable, beautiful way.

• 12:59Speaker 00

  So by the end, all I want to do is go get your freebie or go get on your training. Because you have set us up in this beautiful story arc that is a sales page. Like it's a living, I compare it to a living, breathing, sales page with a soul. That's what a podcast should feel like.

• 13:18Speaker 01

  And it's so true because you have that human element, you know, written words on a page. Even if you have the best copywriters writing your stuff, even if you infuse so much of your personality into it, there's nothing like the human connection of a podcast. Even you and I getting to sit here in person together changes the energy. And so when you get to have a human conversation, it really offers you an opportunity to connect even deeper with the people listening. I know that the way you open a conversation can immediately set the tone. I think this is actually also where podcast hosts sometimes flounder. So as a guest, I never thought about, how can I as a guest come in and help them start the interview off strong? What do you recommend for that?

• 14:01Speaker 01

  What, what do people need to know or believe about you in the beginning of an interview in order to set you up for success in the rest of it?

• 14:08Speaker 00

  Oh my gosh, I have a, I have a whole framework for this. So you guys, I'm going to touch on this lightly. But in the training, we go so deep on this and we actually get you to a place where you fully understand how you can set yourself up, not only for what I believe is so important is setting yourself up with your own credibility, because no matter how they introduce you and no matter how long your bio was, which by the way, I fast forward through the bios. Do you like on podcasts, you know, in the beginning, if they do a really long bio, sometimes they'll skip straight to the interview?

• 14:38Speaker 01

  Yeah, if I can tell they're just reading kind of a boilerplate bio, but when it's woven into the conversation and I'm learning things about this, this person, and they're kind of like revealing themselves, that I'm all in.

• 14:49Speaker 00

  Exactly. But majority of podcast hosts don't do that. I don't even do that on my show. So I read a pre bio and I'll admit to you, it's because that can get really exhausting. That takes a lot more work to do to put it into the interview. So I really make sure that all guests understand it is your responsibility to set yourself up as the expert, as the credible person. So not only is it important how you open with knowing how to give yourself credibility without bragging, but also the most important thing you can do from the very top of, of the podcast is to identify the problem, but then deeply explain why you understand that problem.

• 15:34Speaker 00

  So when we start a podcast, a lot of times we're trying to be the most interesting person. It's just how it is. We want to see something interesting. We're like, oh, I'll start with that mic drop moment or that quote or that story. But in the beginning, the first 10 minutes, what you want to do is think, how can I let my listener know I get them and I see them? How do I make them feel seen? How do I make them know that I am the same as them? And I deeply understand this core problem that you're having. And so even at the top of this podcast, if you went back, I could have gone even deeper in, you know, right now, it's hard out there. I'm struggling with social media. I am a long form girl in a short form world.

• 16:18Speaker 00

  And I feel even today, I wanted to post about this and I really sat there for an hour and felt really dumb. I'm not dumb, but it's this feeling of how can I have all of this wisdom and I want so badly to teach, except I'm having trouble even having my reel get in front of more than a thousand people right now. And that is such a deep frustration for me. And that's the problem that I want to solve. But right away, you can see how that example right from the top is like, I, I get you, I see you, I'm struggling with you. And from there, what we don't realize is happening is they go, I have that problem too. They get me. Oh my gosh, she's already said that she has a solution right now that they're working with. Cause I presented said solution.

• 17:02Speaker 00

  Stay with us throughout this podcast, through this three-part series, so that you can get the solution to this very frustrating problem that we know that you have, because we have it too, and I understand it. So as you can see, we've already set up the entire scene without you realizing it in a very short period of time. But so many people miss that part. They're like, tell me about you. And all of a sudden I have you back in eighth grade.

• 17:24Speaker 01

  When I was five.

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• 21:39Speaker 01

  So it's strategically thinking about even how you're introducing yourself, the stories that set up your expertise, all of them aligning with where we want to land the plane, which is making that offer feel like a relief to the person listening because they want more. Yes. So brilliant. So you've mentioned stories a few times. And I can just put myself in the shoes of someone listening, even for myself. Sometimes I struggle thinking like, do I have relatable stories? I think we easily miss and overlook these moments that we've could be woven into an interview. How do you coach people to almost like dig

• 22:24Speaker 01

  for the gold in their own life and find those stories to include in a podcast conversation? Because one of the things I'm noticing is I lean in when people tell great stories, when they're just giving me information. Sometimes I tune out, even if I'm interested in what they're sharing.

• 22:42Speaker 00

  Mm hmm. So stories are interesting because sometimes we think that the bigger the story, or the bigger the trauma, or you know, the bigger the experience, like maybe you feel like you haven't been well traveled, or maybe you haven't had a lot of money in your lifetime. So you feel like you've been a little left out of getting these exciting stories of people who have the money to travel or do these different things. But I would argue that your more relatable life, if you've had a transformation, is even more powerful than some of these really big stories. But how do we find those stories within our life? It's actually a daily, it's a daily thing that you have to start doing. You have to

• 23:24Speaker 00

  start waking up every morning and looking at your life through the lens of where's the story? Now, how do we start doing that? We start going, when did I feel something? When did I have a little moment where maybe I got chills, or I was at a SoulCycle class and it kind of made me weep, or I had this epiphany while I was on my bike in SoulCycle class, or I had an epiphany about the type of person that I wanted to be in the world because something small happened. And I'll, I'll give you an example because I've really been working hard at doing this. And a lot of the stories I tell are kind of like that. I have a story that I told on stage. I opened for an event called Aspire, and it was 4,000 people. And I told a story about a SoulCycle class.

• 24:09Speaker 01

  Yeah.

• 24:10Speaker 00

  And I think one of the most fun parts is when I had asked people who had all been to a biking class or a physical class of some kind, almost the whole audience raised their hand. So right away, we're getting buy-in of, okay, you're with me. Instead of, you know, something huge that they couldn't relate to whatsoever. Hey, I'm on stage at my fitness competition and I'm about to get the flowers and something happens, you know, they're, they can't necessarily understand that. They can think that it's cool, but they can't deeply relate in that moment. So this was only about a week and a half ago, and I was walking through my neighborhood. And there, you know, Chris and I are on our evening dog walk. And we see this house that still has boxes in the window because somebody

• 24:54Speaker 00

  had just moved in. And of course, we want to know who the new neighbors on the block are, because you know, we walk these streets every single day, sometimes twice a day. And all of a sudden, these two puppies come running out. Number one, my first thought was, oh my God, two puppies at the same time? Because they're just like wild. They're like on the gate. It's all fenced in, in this white picket fence. And they come up and it's a puppy golden retriever and a puppy pointer. And they're like doing the little kind of nipping, but they're like getting pet and bananas and bonkers. My two dogs are like sniffing them. And it's the cutest scene I've ever seen in my entire life. And so all of a sudden, I look over to the right because my dogs are pulling me and they dive their

• 25:37Speaker 00

  heads into this basket that I see full of dog toys outside of the house. And I'm like, oh my God, what is this? And I look and there's a little sign that says, please take one from Rosie and Goose. And they have this basket full of toys for the neighborhood dogs. And my dogs are just like digging for treasures, like, you know, so they're like falling everywhere. And I'm like, how are they ever going to just pick one? And I don't know about you, but my dog, like my dog's favorite toys are always the ones that they find. Like, it's not the ones I buy. It's like what they find on a walk, or it's a random, you know, thing that they find out in a park or a leftover like baby toy. And they cling to these toys

• 26:19Speaker 00

  forever. And that's exactly what happened with these. But in that moment, it wasn't just like about this, my heart was about to explode and it was cuteness overload. I had a moment where I thought, oh my God, this person took the time in my neighborhood to be an incredible neighbor, an incredible community member. And they decided, how can I be a daymaker? And I thought, I literally want to be the type of person that whether I'm there or not, I want to make people's day like this. And so that started a conversation around like, how could I do this every day more? Because I don't even know who these people are still. And they took the time to really think about that. Make a sign, keep

• 27:04Speaker 00

  filling it with toys. And the intention and the thought of that is that person is a true daymaker. Like they thought about who they want to be in this life. And so that's a story for me that really impacted me. It's still impacted me. I'm still thinking about it. I'm still telling it. Is that a huge story? Absolutely not. It's the same idea of like, I could tell you the same story with all the neighbors that put the treats out. I have a woman named Pamela, who every Sunday opens up the dog treat bar. She makes these treats by hand. They're homemade. And she stands at the dog treat bar and she has a line down the street of dogs on Sunday handing these out. Pamela is a daymaker. And so these are the moments that are amazing stories that make you think about your everyday

• 27:48Speaker 00

  life and how you can be impactful like that as well. And so the key thing is you're always looking for, what did that do to me?

• 27:55Speaker 01

  Yeah.

• 27:55Speaker 00

  And I think the fun part about storytelling is honestly, I could tell the Rosie and Goose story 10 different ways. I could say that it impacted me in a million different ways. I could probably find five different lessons. And so you have to think about them. You have to like sit with them for a minute. You have to start looking at your life through this lens of how could this relate to a lesson that I believe in? Because I could probably find three different lessons within that. But when you start thinking of your day like that, I promise you, you're going to start finding these little insignificant moments that are treasures. And what I really want to point out, that is my favorite part about finding stories throughout your day, is that your life starts to become really meaningful

• 28:38Speaker 00

  and even richer. Because that story happened to me. And it wasn't until I really started thinking about what stories were in my life, that I really made it mean something. And I made myself really think about it. And I made myself really talk about what an impactful moment that was. And so by finding the meaning in your life every day, multiple times a day, really dwelling in it, your life becomes meaningful. And your life becomes all of these stories. And so I think that when you become a good storyteller, you start creating a lot of meaning and richness in your life.

• 29:12Speaker 01

  That's so beautiful. And there's also such a powerful psychological reason to dig for the story gold in your life. Because when we think about

• 29:26Speaker 01

  Using a podcast conversation as a sales page. There's almost always going to be beliefs that you're hoping to shift. Someone comes in believing one thing, you want to shift them to believing another. If we use this conversation as an example, maybe people thought, oh, podcast guesting is just for visibility. It's not an actual sales engine and we're looking to shift that belief. So will you talk a little bit about the psychology behind stories and why it's so important as part of this interview that you are setting a host up to dig for gold, to set you up to tell your powerful stories? How is story important in belief shifting, or even we could say overcoming objections?

• 30:09Speaker 00

  So that's what I want you guys to think about right now is we started with your offer.

• 30:13Speaker 01

  Yep.

• 30:13Speaker 00

  One of the most important things that you can do is you're going to write out a long list of all of the reasons why your person doesn't think the offer will work for them, why they shouldn't buy it, why they don't even understand that they have this problem yet. And so when we're thinking even about the Rosie and Goose story, one of my objections that I know that you guys might have is that you don't have a big story and you're not a storyteller. And so by me, with that objection in mind, I choose to tell that story to show you that that's not a big story. And I just showed you how that can be a story that shifted me and that overcame your objection of,

• 30:56Speaker 00

  but I don't have a big story. I don't have a big traumatic thing that I can share or, you know, an exit of a company. No, Rosie and Goose are a great story that can help overcome an objection. So when you're thinking about all of those objections, now what you have to do, now that you have those objections in your head, you have these very specific targets of what is a story throughout my day or throughout my life or throughout my experience that I can tell, maybe it's of a client transformation. Maybe it's because you had the transformation, right? Maybe it's because your friend had the transformation. We're always just mining for the stories of how to overcome those objections. So it really is just a framework that we are working backwards from always.

• 31:39Speaker 01

  So this is such a good way to think about the prep for the interview. Then it comes to maybe you're about to go on the interview and just like you did for me, you prepped some questions so that we could really craft a flow that would make sense. We could really lead the conversation in a linear way that gives people that feeling of, okay, what do you have for me to go deeper? So will you speak a little bit to, once they've done the work, the prep work to dig for the stories? Once they've really started to understand some of the beliefs they want to help to shift, how do they then start to reverse engineer the questions they would want to send for the interview?

• 32:19Speaker 01

  Cause that, if I could say one thing as a host that I love, I do love suggested questions. I may not, like even, we came up with a list, I'm kind of making them my own so that I'm still conducting this interview in my authentic voice, but I didn't have to start from scratch and learn how to set you up for success. You gave me the tracks to run on. So how can people learn to do that? And set themselves up to tell these powerful belief shifting stories? And then we'll talk about how do they land the plane?

• 32:52Speaker 00

  I think the most important is just knowing how you want to open and how you want to close. And a lot of times your pitch is going to overcome that, like your beginning pitch that I'm going to train on. And the, um, like that opening, how you're going to give yourself credibility, right? I call that your million dollar story. So a lot of times if you just have your million dollar story and you know where you're going to end, what happens is what we just talked about, you're going to figure out what stories you need to tell in order to overcome objections. A lot of time, a good podcast probably tells anywhere from three to eight stories, depending upon how short they are, how long they are. And then from there, all that you do, it's going to sound crazy. I know this is, it is complex and I do train deeply on this,

• 33:34Speaker 00

  but just to get the overall gist is from once you know what the stories are, you ask yourself, what question would help prompt me to tell this story?

• 33:44Speaker 01

  Mm hmm.

• 33:45Speaker 00

  And that's it. And so that will help you start getting set up for your questions. And now the first time you do this is not going to be perfect. You absolutely have to let yourself play in all of these questions and in the flow, just like what I said to you before we went on this podcast is, you know, I've done this training so many times now, um, the million dollar guest training. And to the point where I'm like, whoa, I actually struggled with getting you the exact questions that I wanted in the right order.

• 34:13Speaker 01

  Yes.

• 34:13Speaker 00

  And you're like, let's, let me just play. And what I knew and what I know and what I'm learning even more in real time is that no matter what, I'm going to be able to answer this in a way that makes sense to the listener. And it doesn't even necessarily have to be in a certain order. And you can allow it to be kind of messy and you can allow yourself to even fumble through and start playing with, oh, when Lindsay asked me that, I didn't love how I completed that answer. It was okay, but I could have done it in a little bit better way. Or, oh my God, I noticed that the Rosie and Goose story moved her more than I actually thought that it would. We're keeping that in. I'll keep that story, you know, and maybe I'll look for a different one over in this area. Yeah. So the more that you do this, you're going to start understanding, just like a public speaker, you know,

• 34:58Speaker 00

  we have this incredible public speaker group of friends. We have Erin King, um, and Jen Gottlieb. And I talked to Erin a lot about her stories and what lands. And she's like, it's so much like a comedian when they go to a comedy club, like they'll go there and just be messy. Jen talks about that too. And they'll see when the audience laughs, how they respond, you know, when there's shock, whatever that looks like. And so every time you go on an interview, you're just going to get more and more refined because you'll see what works and what doesn't.

• 35:25Speaker 01

  Yeah. And that's the beautiful thing about, you know, if someone commits themselves to becoming a great guest, they commit themselves to doing what we suggested in episode one, last week of downloading the media kit template, really starting to work on their media kit. Now we're compounding that and saying, now here's how you prep for the interview. And then in the next episode, part three, we're going to talk about how do you conduct that interview? And almost like sell your offer without feeling like you're selling.

• 35:53Speaker 00

  Yes.

• 35:53Speaker 01

  I know that's, that's a, a fine balance. And a lot of people have a lot of aversion to coming across as though they're being salesy. You're going to talk all about how to make this offer the most obvious thing to land the plane of this interview with. We're going to go into that deeper next, the next episode, but you know, just to realize that we're sitting here telling you in the decade of experience we have, it's practice. Every single thing that we've become great at is practice. It's getting out there, doing the reps. So in the training, you're doing a free training coming up, we're going to link everything in the show notes. So people have the details, the dates, they can get it in their calendar. One of the things, I'm just going to have you share a little bit about this framework because I know it's so much more in depth and you're going to go into it in the training.

• 36:38Speaker 01

  But there's a million dollar message framework that, you know me, I'm your linear friend. I love a good framework. If you're going to tell me like a step one, two, and three, especially if it's like a dance move. Um, I love when it's laid out in something that I can remember. So are you able to kind of just tell us at least what is in the million dollar messaging framework? Why should people learn it? And then obviously the, the training that you're doing is going to go so much deeper.

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• 38:24Speaker 00

  When I launched Glossy, my drinkable skincare brand, I was obsessed with the formula. The product was my baby, but the store part felt way more intimidating. And that's a big reason we built on Shopify in the beginning, because you really don't have to be an e-commerce expert to get up and running. And that's a big deal in the beginning of a business. And here's the biggest lesson I learned about the holidays. You do not want to be building your store in the middle of the rush. You want to be set up, you want to be tested and ready before the traffic hits. So two things I love. First Shopify mobile app. I'm on planes, I'm on stages, I'm here recording with you and I can still check my inventory, help a customer, see payments right from my phone, which is so much fun.

• 39:05Speaker 00

  And that's the second they check out. So Shopify checkout with Shop Pay converts up to 36% higher than the competition. When you've worked that hard to get someone to your site, that last click matters. So if you've had a business idea sitting in your notes app for way too long, this is your sign. Launch before Black Friday, a time of year when more people are already shopping and ready to buy. If you're ready to launch your business before Black Friday, go to Shopify.com/happy to start your free trial. That's Shopify.com/happy. Go to Shopify.com/happy today to hear your first.

• 39:47Speaker 00

  There was a stretch in my early twenties when I was chipping away at credit card debt. And it honestly felt like it was never going to end. I'd make a payment, I would feel good for a day, and then I'd look at the balance and feel like I did nothing. And what changed everything was finally seeing a finish line. That's why I love Monarch's debt pay down simulator and visualizer. It shows your exact debt free date based on your real balance and payments. And you get to watch that timeline move. Every extra payment, the date gets closer. That kind of visible progress keeps you going. And my favorite part is playing out your options.

• 40:27Speaker 00

  You can run different payment scenarios side by side and instantly see which one gets you debt free the fastest. You're in control of the plan. Monarch takes that heavy endless feeling and turns it into a plan with an actual end date. And a quick check in on my phone means I always know where my money is. Going from this will never end to a date you can circle on the calendar. That feels like freedom. Write your own money story with Monarch. Use code E Y H at monarch.com to get your first year of Monarch Core half off at just $50. That's 50% off your first year at monarch.com with code E Y H.

• 41:09Speaker 00

  This framework is going to help you in every single area of your life. That's why I'm so excited about it. The, oh my God, the biggest testimonials that we are getting back right now is this has changed everything for me. Whether I'm on a sales call or a stage or my bio, or when I'm doing social media. I've become so clear and confident on who I'm talking to. Like the confidence that people are going into the sales that they're closing because of how they're showing up with it. Because they've never been so clear on how to say their message. And so if you are a brilliant entrepreneur who sucks at saying what you do, this is going to be really good for you.

• 41:53Speaker 00

  So the framework is P P S P R. It's Person Problem Story Proof Results. And what we do is we go really deep into exactly how to find yours. And I've got in the actual million dollar guest program, we go really deep into prompts, Claude prompts that truly, I don't care who you are. I don't care how challenged you are. I took the messiest, most overwhelmed people and had them going, oh my God. I, that's what I do. Like I've never seen it so simply put and it's so clear.

• 42:33Speaker 00

  And so that is, we're just like going to refine the crap out of your message, which is going to feel really good for you.

• 42:40Speaker 01

  And that it's like the relief, the confidence, you can deliver it with a whole different energy. When you feel really confident about what it is that you're communicating. And again, messaging can be such an overwhelming thing. I think it's one of the things that blocks people the most is when they don't feel grounded in their message. They find themselves just saying too much that's not really connecting. And once you get this dialed in, it will radically change, just like you said, every single touch point of your business. Because you can take these principles and include them in your social strategy, in your email strategy, in your, you know, if you're leading free trainings, like the one that you have coming up. It's so brilliant.

• 43:22Speaker 01

  So I know there's, there's a lot of great analogies or not analogies. What's the acronyms? There's a lot of great acronyms. I remember when you were coming up with this idea, what was, I know poop was in the group chat. P O O P. Profit off of other people's podcasts.

• 43:43Speaker 00

  I was like coming up with trying to figure out what the name should be. And I was also going through the huge transformation for myself of clear, not cute. And I was like, well, if I was to be as clear as possible of what this program is and what I teach, I said it out loud. I go, it's, I teach people how to profit off of other people's podcasts. And I put that down on paper because it was brilliant. And I was like, except that spells poop. So we went with million dollar guest instead. But essentially the entire theme and entire description of the program is profit off of other people's podcasts. Poop, poop. It's for everybody. We all do it.

• 44:21Speaker 01

  Okay. I'm so excited for the training coming up. I missed the last round because I was, I was moving in the middle of it. So tell us what we can expect from the training. A little teaser, we're going to obviously link the page to register in the show notes. It's coming up in a couple of weeks. We just wanted to give people plenty of time to get registered. And honestly, like if this is something people want to dedicate themselves to, yes, do the free training, but also the offer that you are really setting people up to see how much they need is million dollar guest. And that is the best money spent. And I, I mean, I'm your personal friend, so I love everything. I've believed in everything that you've done. This is so necessary.

• 45:01Speaker 01

  We sat around with a group of seven, eight, nine, 10 bajillion figure entrepreneurs, right? But how many of us were like, we'll sign up.

• 45:09Speaker 00

  Yeah.

• 45:10Speaker 01

  We'll be the first ones because even those of us that have been podcasting or who are hosting podcasts don't necessarily have this dialed into a really fine tuned guest interview process. So more on that to come, more on million dollar guest to come. But tell us a little bit about the free training that's coming up and we'll of course, make sure people know where to find it.

• 45:29Speaker 00

  Thank you so much for that. I am like, you know, honestly, I think the reason why when we were in that room and people said, I need that is because I did the work that I'm teaching for the first time in my life. I did the deep, deep, deep work on figuring out what the one sentence is of what I do without having to bring everything else in. And that is I'm teaching people how to profit off of other people's podcasts. In turn, it's the first time I've had people say, I need that immediately after that sentence. So that is where we get you to is let's find that so that people say, I need that before you've even fully explained. And they want to know more. So again, I feel like this whole training is so meta because I show you what I'm doing and how I'm teaching the whole time and how I'm using it.

• 46:11Speaker 00

  But the whole training is, is to teach you about how to make podcast guesting one of your biggest sales channels, if not your biggest. So we're walking through everything from how to be a great podcast guest, from pitching. But also what does this look like in your business? Because if you don't have a business set up for this and you're not positioned for this and you don't know your message, you're never going to be able to go on a podcast, feel good and monetize from it. So it goes into your whole business, which is why so many people are saying this was the most insane best money I've ever spent. Because it went throughout my entire business, not just podcast guesting.

• 46:53Speaker 00

  It made me get really aware of these gaping gaps that are happening in my business that I needed to fill. And why so many people aren't hearing me out in the world is because you're just blending in with everybody else. So it really does get you super dialed in and everything.

• 47:08Speaker 01

  And what I love is especially for something like this, I need live coaching. Like I almost need to be there live, walk through it with you. Even if you're listening to these episodes and it's starting to feel like, okay, I get it. I get that this is a powerful opportunity. And I almost need someone to like tie me down to my desk for an hour and just make sure I do it. That is my reason for attending the free training. So I can't wait to be there. I can't wait to dive in deeper because I want to learn to poop.

• 47:37Speaker 00

  You're gonna, you're gonna poop so good.

• 47:40Speaker 01

  You're, we're just, you're welcome team for these great sound bites.

• 47:45Speaker 00

  I'm so excited. I can't wait. I mean, honestly, when I look at all of the people in my life who are so good. I can't imagine once they get even more dialed in. I'm like, I actually can't wait to watch.

• 47:58Speaker 01

  We're like, what have we been doing with our whole life?

• 47:59Speaker 00

  I know, I know. And I think that this is what I see as the blaring difference, honestly, between like the Mel Robbins, the Jamie Kern Lemas, the Jay Shetty's. This is like, I know this is going to sound crazy, obviously Jamie sold a billion dollar company. But they really, like Mel Robbins just is so dialed. They're just so dialed in because they do the work around it. And now I can't unsee that we can all do the same thing if we understand the formula. So I would say if I was going to put my money anywhere this year, this is where, this is where I'm putting it.

• 48:38Speaker 00

  Because I think in the sea of all of the noise and having this be so easy of a barrier of entry for people to enter as an influencer or sell online products, this isn't easy. This takes work, but you can get good at it really quickly. If you do the methodology around the podcast flywheel that I'm also going to be teaching, how to start getting really good at this pretty quickly by practicing on small podcasts. So there's a whole method to the madness that you'll see on the training as well.

• 49:09Speaker 01

  Yeah. And I love how we broke this into just such tangible bite sized things that people can put into practice right away. You don't have to wait until the training. So episode one, if you didn't listen to that, go back and listen, grab the media kit. Now this week, my call to action for everybody is start working on those stories. I think if people come in, especially to the free training, if not to million dollar guest with these things, the prep work done, are those not the people that just fly and they literally can take this and run with it so fast?

• 49:39Speaker 00

  Yes, we, that's what we noticed is the people who have done a little bit of work. Yeah. Can just have a quick start, a really quick start. And you know, I just think whenever you're in this, if you can, we had people like during some of the process of the actual program, like halfway through, they're like, this is my third podcast. Oh my God, I monetized this podcast. And I was like, oh, oh my gosh, this is amazing. You're not even halfway through this and you're already crushing it. So yes, when you start getting these things dialed in, you don't need to have all the pieces of the puzzle together at all to already start doing well. I don't know if I mentioned this in the first episode, but it doesn't take a lot to stand out. Because most people won't do the work around this, around their media kit, around podcast guesting.

• 50:22Speaker 00

  Even some of the most amazing, successful humans I've had on, I have felt like sometimes I walk away and I don't remember a lot of what they said because they're not podcast trained. And so essentially this is just media, podcast training, understanding how to sell your offer and sell yourself. And I think it's the most important skill you can have.

• 50:43Speaker 01

  And the third piece is really the make or break, learning how to sell and really land the conversation in a place where your offer is the natural next step. There's a very savvy way to do it where you don't feel salesy, where the host feels like they got a great interview for their audience. We're going to break that down in episode three next week, but we wanted to really keep this tangible where every week to week, you can really follow this, you can start to do the prep work. Obviously join us for the free training. Everything is linked in the show notes and I cannot wait to watch the success stories from this experience. Because I am with you. I just think there are so many women I talk to every single day who know they are meant to be seen and heard in a much bigger way. And there is no better platform than podcasting.

• 51:28Speaker 01

  And as a host, I'm saying, I want great podcast guests. Please everybody go and do this training so that you can be prepared to be a great guest.

• 51:36Speaker 00

  I know I had a moment where I was like, do I, should I start requiring people to just kind of like, I think go through the worksheets?

• 51:42Speaker 01

  I mean, yeah.

• 51:43Speaker 00

  It's like, I could just dig into this great conversation, but I'm excited about next week. Because one of the juiciest parts too is we're going to talk about podcast etiquette. What are the do's and don'ts? And this is a really, really big, important one for you guys to know, because you can actually push the boundary more than you might think. But then you also need to pull back on some things you may not know yet. So we're going to share all of that. So Lindsay, thank you so much.

• 52:03Speaker 01

  Ah, my conversations with you are my favorite. You're my favorite podcast guest. It's probably why you've been on the show more times than anybody else. But I can't wait, I cannot wait for part three, so stay tuned.

• 52:14Speaker 00

  Yay. We'll see you soon, guys.