Dan Moyle Strategy of Podcast Guesting

In this 15-Minute Strategy Podcast episode, we talk with Dan Moyle from impulsecreative.com about how to leverage podcast guesting as a business growth strategy.

Dan shares what podcast guesting is, how it can impact your personal as well as business brand as well.

Dan shares the power of thought leadership, growing and engaging a community as well as leading with value. Dan even shares all the items you should have in place pre, during and post of your podcast interview.

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About the Expert

Dan Moyle

Dan Moyle is a marketing strategist who prefers helpful, engaging marketing over interruptive advertising. Coming to marketing from the TV news business, Dan brings a wealth of knowledge from writing to video production to multimedia content creation. He says, “I’d rather help someone reach 50 ideal customers rather than 5,000 people who don't care.”

In addition to marketing for Impulse Creative, Dan's obsessions include his blended family (his beautiful bride Sonya and their 2 amazing daughters), his Harley and podcasting (you can find his show The Storytellers Network wherever you listen to podcasts).

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Full Transcript

Dan Moyle 0:08
Ready to spend 15 minutes with the experts you admire need strategy sessions from thought leaders brought directly to your ears. Welcome to the sprocket talk 15 minute strategy podcast where every week George B Thomas uncovers the challenges that sales, marketing and service professionals face and of course, the strategies to help them overcome their biggest hurdles. So sit back and set your sights on growth with these bite sized conversations build with your strategy goals. Ladies and gentlemen, welcome to the 15 minute strategy podcast.

George Thomas 0:37
All right, rocket tears, another episode coming to you and I had to turn inward. And go ahead and talk to Dan Boyle because he is one of probably the smartest dudes I know on the planet. Dan, I know this is gonna be weird for some people, but there's going to be people listening to this podcast that don't know who you are or what you do or where you do it. So Let's go ahead and start there. Who are you? What do you do and where do you do it?

Dan Moyle 1:04
So I'm, I'm Dan, I'm the growth marketer for impulse creative. I've been doing marketing for around 10 years now before that 10 years in TV. So 20 years of media stuff. And I'm really excited to be where I am today. And I have been working with HubSpot since 2010.

George Thomas 1:22
Hmm, man, and oh, gee, right there. So Dan, Dan, today I want to talk about a strategy because this is the 15 minute strategy Podcast, where we give people things to think about things to do ways to help grow their business, whether they're sales, marketing or service. And then the thing that came to my mind, and I think that you can just add a ton of value to the listeners, is a little thing that I don't think anybody's paying attention to. Maybe some have tried, maybe many have not. And that is podcast. guesting guesting being a guest On podcast, first of all, why don't we just start at 50,000 foot and explain what in the world I even mean by that, like, Where does your brain go? If there's a person who wants to be a guest on a podcast,

Dan Moyle 2:12
George, I'm so glad we're talking about this today. This really is something kind of near and dear to my heart. I worked for a little while for an agency that did this as a service, helping people become guests on podcasts. And I fell in love with this idea. And I think you're right man. There are not a lot of people talking about this. And those who are, I think are really on the leading edge. So here's the 50,000 foot view is you could start your own podcasts just like you did here with 50 minute 15 minute strategy podcast, like like I have with my shows, or and that's a lot of work, right like you and I know that a lot of work goes into this and we love it. But it's a lot of work. Or what you can do is be that subject matter expert, that guest expert on other people's podcasts so they can go do all the hard work, of creating the show of building an online Audience all this stuff, you get to go be their guests kind of like what we used to do as a guest blogger. And it still sort of happens. But I think a lot of that has kind of lost its luster. And people are kind of like, Well, you know, if you're guessing you're probably paying for blah, blah, blah. So guest blogging may not be as powerful as it once was. But guess as a podcast guest man that is and so that's what that comes down to is being that that guest on somebody else's podcast, they have the audience that they've built, they want to bring an expert on. So immediately you are an expert. So it's it can be very, very powerful for building an audience outside of your kind of normal network. So dance so that the listeners understand because we talk about it being powerful. Why is being a guest on a podcast, leveraging audio, for something that you are a thought leader about why why is that powerful? Or how is that powerful? I think one of the biggest ways podcasts are powerful. Is is In their ability to get in your head, quite literally, you know, for those those listeners who aren't seeing the video, I've got my headphones on George, you've got your headphones on, when we go listen to podcasts, we are oftentimes either in our cars just by ourselves or with a group of maybe a group of people or whatever, but you're in your car. It's very intimate. It's like having a conversation or your earbuds in or, you know, headphones on, like, we do really big cans like these. And you're literally in someone's head. And so it's very much just having listening to an almost an intimate conversation between two people talking about kind of what you and I are doing right here, right? And so, so for those people who want to be that that expert in people's heads, and podcasting is where it's at. And I think the other thing too is, as much as I love video, and I go to, let's say YouTube, or people's websites where video is to learn something and I can be very, very much an active learner. podcasting is passive learning, right? In the morning, I get up and go for a nice two mile walk with with my wife and we're exercising and we're not, we're not talking, we're out there exercising, I can listen to a podcast while I do that, or while I'm driving, you know, to Chicago to the airport to go on a trip or whatever, right? I can listen while I'm doing something else. So it's also very passive.

George Thomas 5:19
Yeah, it's funny, then you kind of referenced guest blogging. And I started to think about how you know, you can read a blog in two minutes, four minutes, maybe six minutes if it's really long. But when you get into a podcast, it could be something short like this, but still, that's 15 minutes. Many podcasts are 2530 minutes, some podcasts are 45 minutes to an hour, and being entrenched for that timeframe in those ears. It's just a really great way to build what I would think is trust. Now, here's the thing because I want I want the listeners to understand some of the benefits. So again, Then you go and you build a podcast, like you said, we could do that. And it is a lot of work, and then you have to grow an audience. Well, Dan, talk about what you don't have to do if you're being a guest on a podcast that is already around.

Dan Moyle 6:17
Yeah, I mean, you don't you don't have to build that audience. Right. It's almost like it's almost like paying for the audience as you would with an advertisement. Right? You, you. We pay for ads, because the people who take our money have the audience in front of them. Let's say you want to get in front of, you know, 5 million people on a show on ABC television, you go pay ABC got on that show for a 32nd spot. Instead, what we're doing with podcasts guesting is we are, quote, paying for the audience by being that expert, and bringing a ton of value, hopefully, not just a, hey, I have a book that I just wrote and I want to talk to your audience. It's, Listen, I've got some value to your audience. I want to teach them this or I want to bring them the stories I want to offer these tactics and tips and tricks. Some hacks and blah, blah, blah. So you're bringing a ton of value to that audience because that host wants to have great conversations. And I think too, taking a small step back, where I was obviously talking about podcasts where they have guests and conversations and interviews and dialogue, whatever you want to call it, but it's at least two people having a conversation, there are plenty of podcasts where it's one person doing a monologue, almost maybe what this feels like to some listeners, I'm doing a monologue. But, but it's having those conversations and so, so yeah, I mean, I think that's really where, where people kind of forget that. The you, you bring that value to that audience, the host wants that value. They want that great guest you are that great guests, your reset audience. You didn't have to build, right you don't have to go out and market that show. Now if you can do some marketing for the host, man, they love you. I'm telling you right now, you know once that once that episode goes live, share it immediately. Share it again a week later and maybe set a schedule Like every couple of weeks you share it. Hey, don't forget I was on the show. And then you just take advantage of building all these audiences. You know, if you build your own audience of, let's say, 1000 true fans, great, you get your thousand true fans. But what if you were on 10 podcasts where they have 1000 true fans each?

George Thomas 8:17
Yeah, for sure. It's fun. Because you know, what I'm doing with the audience right now is I want them to understand why this is a viable strategy for them. So you're going to get some audience crossover, they're going to come and check you out. You're also going to be networking with the podcast host and building a relationship there. And you're going to be able to get in the ears of an audience as a thought leader around something that you may provide as a product or a service in a very value added way, non spammy way. So Dan, here's where the rubber meets the road, right? What we need to know and what the question I need to ask so that this makes it very useful for the listeners as to George Dan, I'm down. What the heck do I need to have before I actually reach out or what do I need to have during the interview or what should I have in place after the interview is over, so that I can actually fulfill this podcast guesting strategy?

Dan Moyle 9:20
Yeah, man, such a great question and so many, so many ways to go. I'm going to try and keep this brief. You need to have before you go into you need to have your story and the value you bring. Right You need to know what you're going after pick one subject or two subjects you want to go deep on and say like for me, it might be talking about podcasts guesting, right, let's say, or podcasts, interviews or whatever call this kind of marketing. You know, have that story and you know, you have facts. You have statue strategies, whatever you want, right have that she can tell that stories simply in emails, because you're going to want to reach out to folks. You're going to want to ask people that you do have interviews with Hey, this was great. I really appreciate your time. If you think of you know, any other hosts that could use this for their audiences, send them my way, would you make an introduction, in fact, I'm going to email you a one paragraph thing, you know, whatever that you can give them. So knowing your story, and the value you bring is huge. Beginning to build those relationships. And that's a hard thing to do. When you're thinking I wanted to do this right now, you should have built those relationships six months ago, but if you can start building those now and connect with podcast hosts and listeners and everybody out there in the world that that can help you make those connections you want to do that as well, because there's nothing worse than cold outreach. Right. And so that you want to do that. And then certainly during your podcast guesting you want to make sure that you have something that I learned from this past agency that I love, love love have a page on your website dedicated to each and every show you go on. Right so for us you know being you know, sprocket talk for you Georgia might be sprocket talk comm slash storytellers. If you are On my podcast, the storytellers network so that you can say at the end of it all, hey, by the way, listeners if you want to connect with with me, this is where you can do it. So that page on your website that you have as a slash, whatever slug, for every show that you go on, you're able to welcome those those listeners to that page with artwork from that podcast, maybe an exclusive offer or what looks like an exclusive offer. It could be the same offer, but it's worded on that page each time. Hey, welcome sprocket tears. I'm so glad you heard me on George's 15 minute strategy podcast. Here's the stuff that we talked about. So having that welcome page that landing page is really huge, I think and then the final thing man is after this after the episode is done, obviously thank the host if you can send them a thank you an email or in written format somehow Go for it. And then once the episode goes live, man share it for sure.

George Thomas 11:52
Yeah, you definitely have to show the host love I mean, they literally opened the door and invited you into the party. Dan, I do want to dive a little bit deeper. intent offer thing because some of the listeners might be wondering, well, is subscribing to getting, you know something? Okay? Does it have to be an E book? Should it be a webinar, like when you think of like best use cases or things that you've seen historically that people have used for these offers? Like, where does your mind go? Where can they kind of start to think or wrap their heads around to have that landing page and then XYZ type of offer?

Dan Moyle 12:29
Yeah, sure. I think my mind goes to small, medium and large offers, right, so whether it's the value of small, medium and large, whether it's the the gate as it works for people to get in small, medium, and large the effort they have to take. So a small offer might be like a free ebook that is even ungated literally just a link to this thing they can look at and they don't have to give you any information at all. It's that that first date, kind of like, Hey, I'm kind of interested in this, but I don't want to give you anything yet. Right? And then there's that medium offer that is more of a, you know, maybe I'll give you my email, maybe we'll make a connection, maybe I'll watch a video from you. Maybe I'll even buy your book if you have a book to offer that kind of thing. So there's an exchange, and then there's the large offer the let's go all in. And that might be an online course, if you have one that might be set up a strategy session to talk, you know, give them your meeting link to to actually talk to you if you have something like that to offer. But it's kind of that that deeper connection, that might be a webinar, you know, your medium offer might be a five minute video, here's three tips to do this. And then the big offer then is here's a webinar to watch. But give me your name and email so we can connect and I'll send it to you. Because it gives them that deeper connection. Or even if it's a Buy Now type situation. By my my 15 minute coaching, buy my course whatever it is that big one is the buy now offer. That's where I go. I love that.

George Thomas 13:55
So Dan, do you have a success story where maybe you've been in guest on a podcast or it could be somebody else. But like, maybe paint a picture for the listeners of, you know, if you take the time Well, there's a 15 minute podcast like you're on today with the 15 minute strategy podcast or you're spending like 45 minutes with a host and doing the eloquent dance of, you know, thought leadership and value, you know, talk us through maybe something that you've seen, or you've been through a success story wise.

Dan Moyle 14:27
So I want to share the story of a friend of mine. I mean, I've certainly been on like three dozen podcasts, whatever it is seen my brand grow, but I want to share a different story. My friend, Aaron Miller, I'm Erin Walker and Aaron Miller. That's a congressman here in town. Aaron Walker had a book called reach view from the top from the top. And he he wanted to get up and do like a book tour right now it takes it takes a lot of books to make a success story, but what he found was doing everything book tour sold a lot of books. It led to more interviews, it led to speaking engagements at conferences. And it helps to build this mastermind group that he has built called view from the top. iron sharpens iron as the mastermind group. And then, and it just it. It was all almost done exclusively through podcasts interviews, what he would do is set aside from what I understand from his stories, who set aside time, every week, it might be a whole day, it might be two hours a day for five days, whatever it was, but it was like 10 hours a week that he would just devote to doing podcast interviews, and it would become a little bit repetitious. It might feel a little bit like work, but but it really paid off and he was able to, I mean, sell a lot of books is one way to look at it. But for Aaron, it was more building his brand. When you

George Thomas 15:51
googled his name, you couldn't find him. When you googled his book. You couldn't find him six months later. He owned it all. And so it just was a lot of work. weirdness which, you know, there's a whole SEO side to this to having that landing page, that welcome page helps build that SEO as well, because it's the links. So like, the whole thing works together. And Aaron really, he launched his book, and his his mastermind, his paid mastermind group. And it wouldn't be where it is today. He has said in a number of interviews, and just me personally, it wouldn't be where it is today without podcast guests. I love that story. It's It's interesting, because as I listen to you talk about this. I have one last question before we wrap this 15 minute strategy podcast episode up. You know, you immediately went to somebody like Aaron Walker, who is he's leading his own thing, right? It's textbook, you might call him the CEO, the CFO, the CFO of the thing. And, and I think a lot of people might listen to this and their brain might go well, this is a marketing strategy. What would you say to somebody who thinks this is inherently marketing strategy? Is this something that like a sales professional should think about being on podcasts, is it? Is it something where a CEO should think about being a podcast guests? Maybe even should service professional like is who is this limited to Dan? Or is it not limited at all?

Dan Moyle 17:13
I think it's only limited by your imagination. Right? I think I mean us, could a salesperson sales professional do this 100% they could. If you want to be a thought leader in the world in whatever it is that you're doing. This is one way to certainly do it. It used to be you'd have to get on a morning show on the radio and then maybe a TV show and then hope to get on, you know, MSNBC or CNN or something like that right to be that expert. Morgan, right. As an internet security guy and privacy guy that has done that. He's on Fox Business News often, but we can't do that. Right. But podcasts let us do that. So if you can be a thought leader in your industry, if you're a sales professional, you want to be that sales professional thought leader and whatever it is that you're selling, do this if you want it you know Michael redboard From HubSpot, he was a client of that past agencies to work for. And he wasn't selling HubSpot. He was just building and executives, the executive teams, personality and brand out there in the world. And he wasn't saying he wasn't selling anything he was in the service side of it. So yeah, I think anybody sales, professional marketing service professionals can all do this. CEOs can do this. You know, single solopreneurs can do this. If you just have your own podcast and you're like, I just want to find more listeners. Guess what you can do this and 99.9% of the time to low cost you nothing as far as being a guest on other podcasts, almost no one charges to be a guest on their show. And if they do, I would call him out on it. Frankly. I know a few who do it. I think it's kind of just like, No, I'm not gonna pay you to be in your show. I'm here to help you bring value to your show, too. But anyway, I think it's I think it's, it's for almost anybody really.

George Thomas 18:58
I love the moral of that story is You can do it. It is for you. I mean, if you want to build a brand thought leadership, all sorts of things that Dan was going through like it just makes sense. Dan, if people want to talk to you about all sorts of things, but for sure, podcast guesting, where's the best place to reach out?

Dan Moyle 19:19
You know, I think I think what I'll do is I'll follow my own advice and on impulse creative Comm. slash 15 minutes, I'll just keep it simple 15 minutes, go to that that page and you can connect with me on there. I'll have some resources on how to be a great guest. I'll have some resources on how to connect me and whatever else we ever talked about on 15 minutes strategy podcast. We'll all be there. So impulse creative. COMM slash one, five minutes.

George Thomas 19:44
There you go see what he just did there. That's what you got to do to make sure you build your brand, pick your topics and start reaching out to be a podcast guest and hey, we'll see you on the next episode, which might be you if you reach out.

Dan Moyle 19:57
Did you enjoy this episode of the 15 minute strategy pod? guess we'd love to know. leave a rating and written review wherever you listen to your favorite shows and keep that learning going by visiting sprocket talk comm sign up for your free membership and in that membership area you can find bundled episodes where we combine like strategies to help you grow better, make the world better and share this episode with your friends and co workers who may be battling this same obstacle. You can always reach out to George B. Thomas on Twitter with questions or guest suggestions or just to talk about your favorite Marvel superhero and go out into the world and leverage this strategy for your success. And we'll see you in the next episode of the 15 minute strategy podcast.