I am Charles Schwartz Show - Make Money From Podcasts

Episode Date: May 7, 2024

In this episode, Charles sits down with Luis Diaz of Top 10 Podcasts, the mastermind behind the Hot Seat Coaching System that has transformed countless podcasts into profitable business growth engines. Luis shares his proven 6-step process for monetizing your podcast, turning it into a powerful lead-generating and money-making machine. Get ready to dive deep into the world of profitable podcasting as Luis reveals the secrets to his success. Discover how to attract the perfect guests that align with your coaching offers, crafting compelling email outreach that books high-quality podcast guests every time. Luis breaks down the art of structuring your podcast episodes for maximum impact and conversion, ensuring that your audience receives immense value while you warm up potential clients. Through practical examples and insider tips, Luis and Charles explore the key components of conducting laser-focused 20-minute coaching sessions that showcase your expertise and leave your guests wanting more. Luis emphasizes the importance of building rapport, setting clear expectations, and guiding the conversation to create a seamless experience for both you and your guest. But the real magic happens after the episode: Luis dives into his tried-and-true strategies for turning podcast guests into paying clients through targeted follow-up and irresistible offers. He shares the exact steps you need to take to build a thriving podcast ecosystem that continuously generates leads and clients for your business. Whether you’re a seasoned podcaster looking to take your show to the next level or an entrepreneur ready to harness the power of podcasting, this episode is packed with actionable advice and proven strategies. Get ready to be inspired, motivated, and equipped with the tools you need to create a profitable podcast that stands out in a crowded market. Key Takeaways: Discover a proven, step-by-step system that can transform your podcast into a profitable lead generation machine Learn the secret to booking dream guests who will elevate your podcast and captivate your audience Uncover the critical elements that make a podcast episode irresistible, compelling, and unforgettable Head over to https://podcast.iamcharlesschwartz.com/ to download your exclusive companion guide, designed to guide you step-by-step in implementing the strategies revealed in this episode. Key Points: 1:16 Hot Seat Coaching System 3:17 Six Major Steps 6:42 Qualifying the Right People 9:16 Disqualifying Resources 11:40 Key Qualifying Questions 13:20 Fixing Form Process 17:20 Personalized Email Approach 20:03 Building Trust and Rapport 25:28 Preparing for Interviews 27:00 Tips for Previous Guests 28:32 Setting Up for Podcasts 30:58 Serving Your Listener 37:02 Scaling by Removing Yourself

Welcome to the I Am Charles Schwartz Show. In today's episode, we are going to learn how to make money from your podcast. And believe it or not, it's easier than you think. Our guest today is Luis Diaz, who's been in the game for over 10 years and knows exactly what it takes to create a top 10 show. He's cracked the code on turning your love for podcasting into a thriving business. Luis is here to share his game-changing hot seat coaching that's been bringing in leads like crazy for his business. We're going to get into the details of how to turn your podcast into a money-making machine, the proven formula to pre-qualify leads, and how to monetize every single podcast guest.

So grab a pen and paper. You're going to want to take some notes because this is going to be a one-of-a-kind podcast. Let's dive right in because the show starts now. Welcome to the I Am Charles Schwartz Show, where we don't just discuss success, we show you how to create it. On every episode, we uncover the strategies and tactics that turn everyday entrepreneurs into unstoppable powerhouses in their businesses and their lives. Whether your goal is to transform your life or hit that elusive seven, eight, or nine-figure mark, we've got the blueprint to get you there. The show starts now. We're on with Luis Diaz, and he's one of those individuals who has turned it so you can actually

make money with your podcast. There's so many people out there that know that you used to have to have a book for social proof, and now you need podcasts, but podcasts should make profits. It's one of those few people that have actually done it. I appreciate you coming on. Charles, man, thanks for having me on, man. It's been good to just be a friend. I'm called a friend by you, man.

So excited to be here and excited to share. I'm excited to share and I'm excited to have you in my life as well. Now, you are cheating here and kind of showing off for those of you

who are watching the video. You got two comic club over your right shoulder, which means you're actually you've done this. So you've proven this over and over again and your company's proven it over and over again there's so many people i think there's like 800 000 podcasts um out there as far as episodes and

there's just it's just a wall of people and so many people never get past their first three or four um actual episodes and because they're not making any money they're not finding a way to monetize it in a specific way i know you've've done that. You've done it multiple times. And again, we're cheating a little bit here because you've got the two common club. What would you call your process? There's a lot. So to caveat this, I think there's a lot of different ways to monetize a podcast, but the way that I've done it specifically for my kind of business model is what I call the hot seat coaching system. All right. And that's a system where you use a podcast as a tool to bring on the right kind of prospects and help them with a problem. So you're creating great content at the same time as also warming up a prospect to then hopefully work within a paid consulting or coaching agreement.

It's one of the things I love about podcasts because as soon as we started it and we were ranked, people I can never get access to, all of a sudden I got access to. People that I would never be able to speak to were sending me requests wanting to interact with us. And I remember when we first started talking about this months and months ago, you ran into the same situation. One of the things that people don't do effectively is when they bring someone on, they don't understand just because you got them on, that's the beginning of the dance. That's the beginning of the courtship and the entire process that you're going through. And I know you've broken down your, your POTC coaching kind of solution in very specific steps.

So I know we're going to be able to get at all of them as much as I would love to, which is, this would be a very long podcast. If we did that, what are your kind of your, your steps when you break it down? Just a quick overview. What are the steps? And then we'll go into the ones that we want more details on. Totally. Cool. So high level, there are really six major steps. We could break this down further, but the high level overarching steps, number one, building what I call a net, a qualification system that's going to allow us to separate the right fits from the, from the people we do not want on the podcast.

Number two is outreach is going to bring in those right kind of people from different places, your email list, your social and other channels. Number three is recording the actual interview. There's a very specific process and a way you want to do that. So it doesn't turn into, for lack of a better term to shit show. shit show. Number four is coming up with the right title to actually bring in more of the right listeners because this is a podcast that's going to help you build your audience with the right people. It's also going to help you warm up, qualify leads at the same time. Number four is titling the episode correctly. Step number five is recording an intro and outro that sells your podcast and also sells listeners

as to why they want to be on the show. And then number six is the follow-up that's going to help you put money in your pocket, even if the lead or the host, the guest in front of you does not end up turning into a client. So those are the high level kind of steps in my process that I've found to work.

And what I love about it is it's using podcasts as a technical tool to scale your business. And this is what it's all about, breaking these things down. And so many people, and I'll do the last one real quick. When you're doing it, one second, the last one, everyone tries to record their intro and their outro live while they're interacting with them. And I don't recommend doing that. I know we're not going to go into this one in too much detail, but I'll just really quickly, don't do that one live when you're doing it.

Do the before and the after. You're going to have that experience of interacting with them to be the before and the after. Please, by all means, don't try and do that as you're doing it. It's just, as you said, a shit show. But let's get into the first step. And I would love it if you could kind of break it down and give something really tangible so the people at home who have a podcast or started a podcast or understand, hey, I've got a business.

It's not scaling. I tried social media. It doesn't work like it used to. How can I leverage a podcast so that I can generate some income streams off of this? When you go into that first step, what are the things that people need to do? Sure. So I'll even take a step back before that and getting into this. I want to make sure a couple of foundational pieces. Number one, this is really good for you if you are a coach, consultant, an expert, somebody who

sells a device online. So if you have a program, maybe it's a mastermind, maybe it's a course, you can use this to qualify and bring in the right people. So that's number one, you need to be an expert in something and already selling that advice online. And then number two, you want to make sure you already known in that space, right? So if I am an expert in podcasting, I probably wouldn't find this effective if I went to try and go jump into a

new market, say like I wanted to become the now all of a sudden the speaking coach, right? It's not going to work for me. I had to stay in my lane and coach and teach and people on podcasting. And then, then this will work really well. But the first step, so to get into it, if we're bringing people on the podcast, we're going to want to make sure that the right people go on the podcast, people we like, people we can help and people we ideally work with at a longer capacity. So this first step is all about building what I call a super simple Google form to disqualify or qualify the right kind of people.

Because it's easy to get people on podcasts. Go ahead. One of the things that qualify or disqualify, because I agree with you, getting people on podcasts is one of the easiest things to do. Everybody wants to be on a damn podcast. Everybody. But getting your ideal target is important. So when you do this, what are your red flags?

You're like, no. Kind of like when you're going on a date. You're like, no, that person smokes crack. I'm not going on a date with that. And the person's the other one. This person's a healthy individual. What are your green flags and what are your red flags that you're like, okay, these are my deal breakers and these are my deal makers? Yeah.

It depends on the product behind it. So if I'm selling, for example, a high ticket coaching program to coaches who are making at least 10K a month, one of the questions I'd want to have on there is like, hey, where are you at in your business right now? Zero to 10K, 10K to 20K, 20 to 30 and so on. And anybody who's like under that level of like, maybe I'm zero and under 10K and they're not a fit for my backend program, then I'm not going to take them on the podcast. I'm simply going to say, hey, thanks so much,

but I don't think you're a great fit right now. Here's some other free resources you can use to help you grow, right? So we want to move those people off the calendar who are not a good fit for the backend offer because the goal is to be able to help that person on the podcast and then make an offer that is logically in alignment with where they're at. So if I'm bringing people on the podcast who are not in alignment with the next step I'm

going to offer them, it makes no damn sense. And we'll get into this in step two, we're sending traffic to be on a podcast. This net, the step one, building out this form is really going to be dependent on the questions you ask on it. I'll throw out some questions I ask on mine. But the questions are really dependent on what's the offer you're going to ideally want to move them into. And those questions are really just around qualifying who's the perfect avatar for that backend offer. So if you know your avatar, who you sell to, you can put the questions together to basically qualify or disqualify those people who should be on the podcast or probably not a good fit for the show. We love that it pre-qualifies it for you, that you don't have to sit there and go through the entire process. You actually, again,

using the dating app analogy, you're already going, okay, I want a person this age to this age. I want a person in this area, smokes, doesn't smoke, kids, no kids, that you're already going okay i want a person this age to this age i want a person in this area you know smokes doesn't smoke kids no kids that you're already kind of pre-qualifying before you can get on the call with you now one of the things you said earlier was like hey if they don't qualify having them have a walk away from it's like hey okay well thanks for buying here's this resource here's this thing have you found one resource that works better than the other that gives a better taste in their mouth what what have you found as far as the resources that you give away that they're like, you know, I had a really good interaction with Louis. I appreciate it. And you go from there. What are

the ones that you like? Right. So one of the things I think are super important, you don't want to over automate this, right? You don't want to send them a blanket email like, Hey, thanks. Sorry, you're disqualified. No, this isn't a credit card application, right? So this is ideally going to be a voice note or a loom video that, and cause if you get, at least you have like a thousand people applying to this and maybe you want to use some automation, but if you get maybe 10 and like say five of them are not a good fit, then you can shoot a quick voice message or a quick loom video. Like, Hey, sorry, Jamie, I don't think this is a great time. However, here's some links below that can support you. You know what I mean? So a quick 30 second loom video or a voice note, it makes them feel that

you took the time to actually say, to actually look at their application and say, Hey, you know, here's some other, I think these are better resources for you at your stage of your business. So that's the best thing I found because people, they trust you now and they realize that, Hey, you took the time to acknowledge them and their situation. So, yeah, it's a mix of maybe some templated, some email or some like links to some good episodes like podcasts. And if you created other podcast episodes that have supported their journey in the past, I'd link those or YouTube videos or if you write articles or link some articles and then just that little video. And then some of the qualifying questions that you ask, what are the ones you use?

Yeah. So for me and what we do with podcasting, we know we can knock it out of the park with certain industries. We've had a proven process, like people in the health and wellness space, people in the finance and real estate space. So one of the things I ask people is, who do you serve? And it's kind of a double-edged sword because A, I want to see who do they serve? Like actually, do they serve like people who want to get into knitting or people who are nonprofits? Like we're probably not the

best fit. But also I want to see how clear their answer is. Could they just say, I serve moms and no other detail that tells me they're not ready and they don't even really know who they're serving. So I'm looking for detail and I'm looking for what industry specifically. And if they give me a very detailed answer that tells me they know their market and they also check one of those boxes like, oh, they are a real estate investor and they serve people who are doing fix and flips for houses 500 to a million dollars. That's pretty damn detailed. Okay, this person knows what they're doing. So that's the first question, I would say is, who do you serve? The second one's really important,

and it's something I learned from Ryan Levesque way back when he wrote his book, The Ask Method. And the question, you can phrase it a little bit differently, but it goes like this. It's what's the single most frustrating problem you're facing right now in your business? If you're a life coach, you could change this to your life. If you're a fitness coach, you change this. What's the single biggest problem that you're facing in your health? And you want to frame that up as a single biggest problem because you have a 15 minute episode. We're only going to cover one problem. This is not a monologue of an hour. So that's why we're able to do this at scale because these are 15-minute episodes and they're back-to-back.

So you want them to focus on one thing because that's the only thing you're going to have time for on that episode. Gotcha. So I love that you have things that automatically disqualify. For example, when people apply for jobs and to work with us, if you give me a quick little answer, that shows you either don't know what you're talking about or you're not vested in it. You're already not going to put in the energy here. I don't expect you to be able to put on the energy later.

It's also true in podcasts. If you're kind of asking the questions of the questionnaire, it tells you a lot about the type of guests that that individual is going to be. So your first step is you identify, okay, hey, I'm going to start clearing this out. These are the type of people I want. I'm pre-qualifying them. Once I get someone, they've gone through, I haven't given them the takeaway prize.

I actually want to talk to them. They've done a good job. I'm pre-qualified. I'm like, these are good people. What is my step two? What is the next thing I'm going to do? Because again, the goal is to scale my podcast and generate an income stream.

So what is my second step now? So the funny thing is I have people fill out the form first before I have them ever talk to anybody on like anything. So the first thing we're doing is we're fixing this. It's kind of in reverse, right? Because I don't want them to go and get a bunch of people saying yes. And then I have them fill out the form. I want the form already done because what we're going to do next, so we're going to take this form and we're going to put it in an email. And this email scripts that I've used, what it does is it creates a ton of urgency. This is a one-time thing. I'm offering free coaching. This is usually valued at $500 an hour. I'm giving it to you for free.

And we're really positioning this email as this is a one-time thing, or maybe this is a once a month kind of thing. It's limited in spots. And I'm only picking the people that I can genuinely serve. So if I can't help you, I will let you know and I will send you some other resources. So it's very clear. So the second step is really that. We're going to first go to our email list. That's why I highly advise you have an email list. I don't care if it's 50 people or a hundred or a hundred thousand. You want to have an email list. If that doesn't work, if you're someone who's like, I don't have an email list, you can't work if you're someone who's like i don't have an email list you can use your social media i've found not as good results on social but they still

work if you have a bigger social media than you do email so i can go through that email if you want or underestimate what do you i think people still underestimate uh email lists and they overestimate social media people will follow and you I've got 130,000 people that follow me and barely any interaction whatsoever. I've got a much smaller email list and anytime I send something out there, anything I drip, my open rate is astronomical. So I still think people do overestimate

social media and they just kind of ignore email. And email is still one of the best things, if not the best things for open rates and interactions. So if you don't have an email list, build one. As quickly as you possibly can't have an email list, build one. As quickly as you possibly can. Get an email list. You're leaving a lot of money on it.

I get it. If you were born, I don't know, this millennium, if you were born in the 2000s, you might think that social media is still the way to do it. For the rest of us, no. No. You got to go back to the old email. And then there's email. What are those little strips and what are those emails that you know I go back to the adult email so yeah and then there's email

what are those little strips and what are those emails that you know i'm going to make you give us a copy what are the things that you break down and what have you found that the open rates increase when you're doing this because you're asking a lot from a person you're asking them to stop you're asking to do something you know creating the scarcity method which is what you talked about hey there's a little time learning and do it for a while these are these are human behavior methods when you're using for sales when you're trying to influence people you know one of the things that you know that hey you know this is my title that my email is going to need to be this and this is the first paragraph these are the first sentences what have you found because you've been doing this long

enough and you're clearly successful what are the ways that you're doing what like the sentences hey this works this one yeah things of that um so the biggest so a couple things that you mentioned there number one this email is personalized it seems like it's coming from a friend it seems like i'm shooting you a text that's like hey hey charles want to be on my podcast so literally the subject line is wanna not like not like one two it's wanna wanna be on my podcast, question mark. And the opening sentence is very clear. It's like, yep, that's not a mistake. I'm inviting, you know, 10 of you, 10 people to be a guest on my podcast. It says very clearly 10, there's 10 spots. There's not 11, 12, 14, there's 10. So really for me, and then so the next line is like, so subject line, wanna be a guest. Yep,

that's not a mistake. We're inviting 10 people on our podcast for laser coaching sessions. These are 20 minutes. I told you 15. So I lied. These are 20 minute sessions, period. Now, some examples, if you guys want to see this in action, I would highly recommend you go to Pat Flynn's Ask Pat podcast to type in on Google, ask Pat. Literally, this guy is a surgeon when he does these podcasts

um i've been on there twice so i learned this system i was like hey this is a great new legion model um there's also by uh there's also a show called more cheese less whiskers and the guy does the same thing a bit of a longer format um but the so where was i going with that so that's the example of how you want to see the if you want to see the example of those podcasts done really well the next line is this will be a 20-minute interview um and then i kind of go into like here's a deal so does that make sense right now we got it does you're so much lines and people ask me about this all the time when i grew my social media like how did you grow it and i I was like, you've got to stop the scroll.

And stop the scroll just in social media as much as it exists in your email. Your subject line is going to get them to stop. They're never going to get to your actual email unless their subject line makes them stop what they're doing and get to it. So if you're doing wanna, because that's important there. So now it feels like a personalized thing. You want to be on my podcast? And then you're using slang.

You're making it feel personalized. You know, one of the things that I had to train my team was, I was like, leave my typos in. They're like, what? I'm like, I know we're automating this. I know you don't think so. Leave the typos in. And this will drive your team out of your mind if you're doing this. If you have an assistant, if you have a BA, if you have somebody that's a bit of a grammar Nazi, this will drive them out of their... I do it on purpose because i'll purposely misspell or mess something up because they think it's from me and also it just it's building rapport it's building connection it also snaps the energy it gets something away what this is okay hold on this

is actually something that was sent to me now the one thing i would recommend when you're doing this to make it even more personalized when some of the emails that we do is go back and track their recent posts on their social media, on their LinkedIn, on whatever they're doing. If you're when they're interacting with someone, reference to that. There was something that Ward Buffett used to do. He'd come in and Rockefeller used to do this. I think Rockefeller was the king of this.

Anytime you interacted with him, as soon as you started the meeting, he would remember some finite detail that you gave him about your cousin's daughter's dog wedding. Something was just completely obscurity. Like, hey, how did that turn out? And you walk into your meeting and you're rough and tough and you're going up against Rockefeller and all of a sudden you're talking about your neighbor's dog. What the hell?

And it just immediately moves it. So he sat there and he had, again, this is before tech showed up, he had index card of everyone he never met with these finite individual details. And his name would sit there and they would save these details. So when you're opening up, making sure the less formal will break that pattern. Get people, and that's where I love what you said with the subject line. People don't do well enough with the subject line. Make sure your subject line is something that gets them to stop the scroll. When that email comes in, they're like, wait, what? Because even

on your phone, they're going to see the name and they're going to see the subject. So doing that, be less formal, getting their attention, but don't be too sleazy. So there is that balance there. Yeah. Yeah. So I love how you're doing that. You cast this net, you know that these are the people you want to talk to. And then immediately in your email, you're starting to build rapport. Because remember, people only buy from people they know, like, and trust. It is what it is. They're not going to do business unless they know, like, and trust you. So building that rapport, doing that connections, making the first part of all your interactions in that way is mission critically important. And you do understand I'm

going to steal copies of your emails and I'm going to post them in the scale of the report. I'm going to give people away these reports. So I'm going to steal them. Try not to do exactly what Lewis is doing because that'll break the authenticity. It's got to be something that's related to you, something that you would actually say. There's ways that Lewis and I are friends. We've talked about it. He knows how I speak. So if my team created an email that doesn't sound like me, that's going to break report.

So you've got to make sure that does authentically sound like your voice. In an age of authenticity, this is what's super important. Love it. Love it. Go ahead. We've got step two, and now we're going to try and get into steps. We're trying to get into the ballgame. How do we get them to the next step where they qualify, they send an email back? When they send this email back, by the way, how many emails do you go back and forth to? You're like, you know what, let's book. When do you try and close them to book on your podcast? Great question.

So we've got the form, we've got the email. So let's just say now, I'll finish off something here, step two. So in step two, in that email, that initial email I send out, I build rapport, I tell them what the deal is, like I'm inviting 10 people on my podcast. And then I say, this is really important. Here's what to do next. There's three steps really.

Number one, fill out the application below. We need to know a little bit about you and your business so we can make sure you're a good fit. Nobody gets on the podcast unless they fill out the application, period. Because I'm going to automate this later. I'm going to have a VA do this and they're going to sift through the applications. So step one, fill out the application. Number two, if you're accepted, we'll send you a booking link. And these booking links are very,

like, it's a block of your time. It's like three or four hours on a Friday or a Monday or whatever is good for you. And they're 20-minute blocks. There is no 30-minute episodes. There's no 45-minute episodes. These are 20-minute blocks, period. So in my first email, I have that like, here's what to do next.

Fill out this application. If you're sound, if you're a good fit, we will email you the link to book a podcast. So we'll get those applications in. We will then review them. If you're doing this for the first time, you want to review them yourself. And then eventually you want to create a loom video and train somebody to, to, to see, to look for what you're looking for. And then they will then be the one saying,

Hey, Jimmy's a great fit. I'm going to send Jimmy an email. Jimmy, welcome. Congrats. You've been accepted on the podcast. Um,

go ahead and find a time that works for you here. Um, that's it. Like I don't do back and forth or anything like it's a booking link. And if you fit in that time, great. If not, you can't make that time. You will get on the next season or the next insertion right right okay and then when you're actually doing this because we're going to be curious

about this are you filming all of these back to back to back to back on one day you're crushing in one day yep yeah you're you're this is laser coaching mode so we are like focus we're not doing one on Saturday, because I find it blows up the rhythm. And you're a busy entrepreneur, you don't have time to do this. So I want to get them stacked. I want them back to back. And also, here's the thing too, I've found, if you have a call, Charles, at four or five, you're not going to stay with me till 5.30. But if you have that, so you have to create an actual deadline. So when the person's not taking too long, like, hey, I got to go. I have a call literally 20 minutes after you, so you cannot ramble. So it creates that urgency and it forces people to be quick. I like putting that hard stop in there and since you've already shown them hey these are the pockets that i have i'm doing all of these in this day they know walking into this i've got hard stops because i got the other 10 people i'm doing you're not hiding anything from anybody so and i always tell people tell people when you have a hard stop don't tell them at the

end don't tell them in the middle tell me the very beginning hey i'm excited every call i stop at 5 30 let's rock and roll. I'm crazy excited about it. So therefore you're not being rude when all of a sudden this rolls around and you're like, hey, I got it. Because you've already established your paradigm. And you're even doing this in your email where you said, hey, if you're accepted, this is the pocket. You can pick what pocket you like of it. But again, this is the only pocket that I'm doing it. I also like that you've done this because again, we're also running businesses. This is just a scaling method. This is a way to monetize.

I like that you squeeze it in. You're like, hey, I'm going to spend an afternoon where I'm going to eat really well in the morning. I'm going to jump on these calls. And then after that, I'm just going to go lay down. Because if you're doing four hours of podcasting, you sure don't want to sleep after. It's the nature of the beast. You're moving really, really fast.

As we were talking about before, your intros and your outros get done later. You just get in there and they get laser focused. Yeah, exactly. Exactly. So I'm a person and I say, yes, I want to be on here. I want to have my 20 minute session with Lewis. I fill out the application. I like this.

I then go and now I'm getting on step three. What is, what happens in step three? What are the questions you ask? How does this, how does this work? Great question. I'm going to cheat here because I've got my little sheet here pulled up in front of me so I make sure we've got everything we need. So a couple of things. Two hours beforehand, we want to send them an email that says, Charles, excited to be chatting soon. Few things. Show up three minutes before.

Make sure you're in a quiet place. I do not want you at the target in the parking lot. I don't want you to the red light. I don't want you in McDonald's. I don't want you with a baby in your hand. You've got to be focused. So you've got to really, so step three is set as day of his game day. We're sending him this email or an assistant sending this email two hours before a quick cheat cheat code. If you have Calendly, you can actually program it to send all these follow-ups. I think you can do this in other softwares too. I've found Calendly

to be stupid easy. Yeah, it's crazy easy. So literally just send this, like have it queued up so it's already ready. You want to make sure they're on their computer, not their phone. I don't want you walking around. So you've really got to frame frame them up, like, and sell it to them. Like

I'm giving you my time on my podcast. I ask you to respect that and show up present, right? Hammer on ready to rock and roll when they show up, when they show up, you're going to have their, um, their like application filled out next to you on another screen or just on a separate sheet. And when they come on, so Charles, you came on, like I would kind of frame it up. Like you just said, Charles, I'm excited to have this 15, 20 minute conversation with you. I do have a hard stop at four o'clock, but I'm so ready to jam.

I've got your application pulled up here. All right. And, um, any questions from you, are you ready to rock and roll? And one of the other cheat codes that we can use are things that, you know, there's this thing called CRISP. And it's CRISP or CRISPR. Oh, yeah. Yeah.

It's a piece of software that it will just nullify everything around. So if you're not using this as a podcaster, get it now. Get CRISP. Turn it on. It'll just, it just locks it in. It already talks to that person because everyone goes through all these different microphones and get crisper just it makes life a lot easier giving this to them in advance here's some tips that previous guests have really liked that you can try i'd recommend doing that here you go have fun but i know it sounds crazy but as as i've

started to learn this as i've started doing meetings especially during covid i would have meetings people these are high level meeting we're talking big things because this is before i entered in the podcast world. We're all scaling businesses. What I do, I systematize and scale businesses. There's a guy, as you said, literally in a gas station parking lot on his iPhone. I'm like, what are you doing? I was like, okay. And they're sitting

there and people show up. You're like, okay. What are you doing, man? So make sure that if you do, if you're one of those people who goes on someone else's podcast, get your ducks in a row first. Get your lighting set up. Get what you want to wear. Remember, if you're one of those people who goes on someone else's podcast, get your ducks in a row first. Get your lighting set up. Get what you want to wear. Remember, whatever you're wearing, however you look, if they're recording, which a lot of them do,

this is going to be on the internet forever. So make sure that you've done this in an effective way. Try to be as neutral as possible. If you notice, if you're watching the video, Luce and I are both wearing polos and they're playing shirts. We're not having a bunch of politics behind us. We're not promoting any of that. We're not promoting brands.

We're locked in in a specific way. This is also your image and your brand because people are going to find out about you. So make sure you are also presenting in a specific way. I hate it when people show up on people's podcasts and like, hey, hold on, I'm having a technical issue.

I'm like, dude, I got 20 minutes. You don't have time. Yeah, there's no time for technical issues. So rent a space. You're doing this once a month or once every other week or whatever it is. Go rent out a place,

set everything up and do it. Because remember, you don't have to get the makeup done and look all pretty every single month. You're doing this all in one day. So this is really important on doing this, to have this kind of set up and scale.

And so you've got them, they're on the show, they're using, you know, you use Calendly, which I just need to tell Calendly to sponsor this at this point. As you're doing this and they're going through, what are the questions that you hit them right on the back? You said, hey, you framed it. I'm excited to be on with you for the next 20, 30 minutes.

That locks it in. They understand we're not going beyond that. We're in. How do you start off? You've got all the information not going beyond that we're in when do you how do you start off you've got all the information what is the first question what do you get rocking and rolling do you skip the report part what do you do when you get saw on it yeah i i skip the report part and i add a little question like i add a little caveat like hey i may cut you off and i apologize ahead of time because i have to be efficient with time and if there's something

that's gold that you say i I want to jump into it. I don't want to waste time because I respect yours and my time. So I would just let them know you may cut them off because the nature of this call is very, very fast moving. The first question I do, I don't even ask a question. I don't ask them. The only thing I may ask them is, can you describe your business? What do you do? Okay, so you run a podcast agency.

Awesome. How much money are you making right now? If you don't mind your share between 10 to 15,000, great. And it looks like you're in your application, your problem, like you're having trouble with client acquisition. You've already tried LinkedIn automation. You've already tried Facebook ads. And then you just kind of leave it to them. And they, what I do, I let them kind of like elaborate on the problem. And then I dive in and start fixing, like, you know what I mean? So it just depends on your business, but recite the question they asked you and you want sometimes you have some context because sometimes they'll add that into the application so they

run what kind of business do they run and then where they're at financially those two other things they hit on what you said there was a gold you've got to be able to give yourself permission and again i don't have to do this with Lewis because him and I are friends. Him and I interrupt each other all the time. People don't know how to articulate. Regret them. Sometimes it might be their first podcast.

Sometimes they're not used to being on camera. There's a lot of different things that this is a foreign idea to them. You've got to be able to step in and say, hey, this was great. Let's talk about that. If you go back and listen to this one, there's a couple of times where I jump forward and it was like, hey, that was great.

Let me add this back in. Or I will jump in and I'll bring them back to where it is. You have to be comfortable enough and often enough in what you do to be able to reach in and move and pivot your guests back and forth in order to fit your narrative. Because you're not serving the guests. Yes, you're helping them. You're trying to have phenomenal value. You're serving your listener. And that's going to help you grow in scale because you need to be in service to them and what they want to know. There's so many times

where someone will come on the scale lab and we'll be talking about very advanced things. And I'm like, hey, I know what you're talking about. I've done multiple exits. The audience has no clue what's going on. Let's reverse this back and articulate really well on this one specific topic. And again, my goal is to get as specific as possible so people have tangible things that they're walking away from. I talk about this all the time. When you're coaching someone, when you're going through, when you're getting this out there, you want the person to be pull over on the side of the road, stop running, stop working out, whatever they're doing, stop and take notes. Like I'm going to go do this when I go home. Because that establishes you as

a thought leader versus anes you as a thought leader versus an expert because a thought leader gives someone that they can implement immediately that's a hugely important thing that people just don't do yeah i think um go ahead all right so you've got the personal call you're going through this and what do you do when you're like you're hitting that 20 minute and i know there's a lot more to this and we just don't have time to get at all these details but someone's starting to come in and they're like you're hitting that 20 minute and i know there's a lot more to this and we just don't have time to get into all these details but someone's starting to come in and they're getting you're getting close and they're watching that time and you're like six other calls lined out and this person yeah there's no way how do you wrap it up in a way that they want to work with

you and you can go to those next parts and close it because this is just the warm-up we're not going to get into the closing part here well this is the warmup. So that first question is like that. You're solving one question on that thing. So you want to keep an eye on the clock at five minutes. Let's just say it's up top of my, you know, I got, I got to end at four at three 55. I am going to say, okay, in closing here, here are your next action steps. Number one, go try this. Number two, fix your offer.

Number three, blah. number one go try this number two fix your offer number three blah those three action steps are super important because after you're done with that call we're going to offer them to either a you can do it your own i gave you the advice go execute it or do you want to walk along this path together and that depending on your program or whatever that looks like it could be a different kind of awarding can be different i give some examples in the scripts of how to how to do that i'm going to jump in because that was goal you didn't say do you want to hire me you didn't say It could be a different kind of, but wording can be different. I give some examples in the scripts of how to do that. I'm going to jump in because that was goal. You didn't say, do you want to hire me?

You didn't say, do you want to buy my product? You said specifically, do you want to walk on this path together? And that is a different narrative than most people do. Instead of here, click this to buy for me, click to order, blah, blah, blah. Do you want to continue to work on this path together? You've already built rapport. You're connected. Now they feel like they have the best supporting actor. And we talk about this all the time.

Don't be Luke Skywalker. Be Obi-Wan Kenobi. Don't be Harry Potter. Be Hermione Granger. That's what happens when there's different age groups that have no idea about Star Wars. If you don't know about Star Wars, you're fired. Anyway. Yeah.

All right. So with that in mind, I would love for people to have access to this whole thing and steal a ton of your time, which there's just no way we're going to get to it. There just isn't. How do people get ahold of you? How do people find out more about this that you've used and you've done? Because again, I know I'm appreciative of your time here, but I need to make sure that people understand there's a lot more to this than just, hey, here's some examples.

Here's some emails. Where can people see examples that you've done this where they can learn from it? And then the steps that happen after the fact. getting someone on your podcast that's easy for closing them scaling them getting the two comic club award that's the more challenging part how do people find out more about what you're doing so they can get more of this information great question so i have a whole training and i have a whole training where we'll we'll send to you as well charles but um that breaks down this process. Number one. All right. I've also had clients who have done this that have closed. So I've got some case studies and examples. Um, the best place to learn about all of that stuff is probably over on YouTube. So if you just go to YouTube and type in Luis Ryan Diaz, um, I have a guy in the purple background, I'll show up. Um, and then my YouTube channel has, we're building more and more content on, but we'll go over this strategy.

But obviously I'm going to give all this stuff to you on a silver platter, my friend. So I'm excited. I'd appreciate it. We'll put it in the lab report and we'll put it, you know, in a way so people get access to it. If there was one mistake, and thank you, if there was one mistake that everybody made

and one thing you wish everyone would do, what is the number one mistake that everybody does that screws up like oh you're killing your ability to scale and that i wish you would just do this one thing instead because you would scale yeah and let me ask you this question clarifying question here is it to follow up in in in this specific um hot seat coaching system? Like one mistake there. Why does this look a hole? You know, you've done this. What was the biggest mistake you ran into scaling?

And what was the one thing that once you did that, you're like, oh my God, this is so much easier. Let me give you an example. When I stopped working hard and start working smart, things change. And what I did with that was we had a huge project going on. This was about a decade ago. It's a huge project. And I was just putting in crazy hours. I'm like, this isn't going to work.

I broke everything down on these little index cards. I still do the same thing this day. And I broke down all the pieces. And I went on Fiverr Pro and I went on Upwork.com and I said, screw it. I'm going to outsource all of it. And I literally outsourced these individual parts. I created videos. I broke it all down. I put a budget budget for it and i just hired like 15 different people and all of a sudden a week later we had everything done and i was like well i have to do this that's much easier and i built it into the budget so when i stopped working hard because working hard will be saying it just won't i did it's all right it just doesn't you're gonna have to work smart so when you were doing your stuff one thing what is the biggest mistake you ran into and what was the one thing you're like, ah, I wish I did that earlier?

I think it's kind of similar, but I think the thing that helped me scale quickly was I removed myself from the sales process. So I got somebody else to do the sales for me so I could focus on something else. That is not an easy process to do, but if you can find somebody to do the acquisition part for you, especially if you're a high ticket coach or closer and you have consistent leads, then you just like me, I don't love selling. If you remove yourself from that spot

and put somebody on there who loves it, who aligns with your values, you will find a lot of enjoyment in the business. And granted, it's a process. You got to find the right person. But I found for me, that was a big lift. And it helped me kind of like take my head out of the dirt and kind of see like, oh, there's more to this thing than it seems and just try to sell everything.

So that was a big one for me. I think one of the tips I would give on that, and you and I have talked about this, and we talked about it over lunch, you don't hire one person. Hire five or six people all at once because you're going to probably fire all of them and then have to do it again.

Speed that process. Speed up the process of hiring, firing as quickly as you can. Because what will happen is, and we do this when we have VAs or a vendor or whoever it is, everyone just doubles down. We found our person and then two months go by and it doesn't work out.

You're like, oh God, now I got to start it all over again. Don't do that. Hire five or six of them all at the same time. And you'll know really quickly, like, yep, yep, nope, nope, yep, yep, yep. And just keep hiring. We, since I've started all of my businesses, we're always hired because we're also always firing. It's just a process of finding those people

on a consistent basis that are the best of the best. And people are like, well, that gets expensive. I'm like, trust me, it's a lot less expensive than having to wait. There's three to six months until you finally find that person. So on that one, I would definitely recommend when you're talking scaling.

Thank you for being so giving for all the stuff you're going to do. We're going to put it all in the lab report, all these details, all the examples. Where can they find you on socials or emails or domains? How can people track you down? Yeah. So my number one focus right now, honestly, is YouTube and building the YouTube podcast.

So it'll be a podcast, but YouTube. So if you just search YouTube, Louis Ryan Diaz, that's the best place going to have the content. All things monetization for podcasts. So That's the best place. It's going to have the content, all things monetization for podcasts. So that's the best place to go. And I'll have all the links in the description and it'll be in the lab report and all that. Man, I really appreciate it. And you know, next time you get your butt down,

here we go, do lunch again with us. It was great. You know it. Thanks again, man. Wow. What a great episode with Luis Diaz from Top 10 Podcasts. We hope you found his hot seat coaching system for generating podcast leads as amazing as we did.

If you're ready to take your podcast growth to the next level and get more clients, you've got to check out top10podcasts.com. Luis and his team are more than happy to help you get the most out of your show. Also, thank you to Luis for joining us and sharing his lead generation genius with us today. Just keep in mind, with the right tools and techniques,

your podcast can become an unstoppable lead generation machine. Before we end the podcast, I want to take a minute to give a big thank you to my good friend, Jason Allen Scott. Jason, your help with the I Am Charles Schwartz Show has been nothing short of amazing. Your years of experience has been a real game changer, and I couldn't have done it without you. Now, for all you listeners out there, if you're looking to up your podcasting game, you've got to check out what Jason is doing at podcastingforbusiness.co. So once again Jason, thank you from the bottom of my heart. You're a true friend and I'm lucky to have you in my corner.