Luis Diaz, Tracy Brinkmann
Tracy Brinkmann 00:00
When it comes to podcasting, or anything in life, if you ask me, why should you start with the end in mind? Listen in and find out. Okay, here’s the question. How are we dark horses? You know, the ones everyone is betting against the ones that don’t expect to win place or even show on the track. And they’ll even laugh on us. When we talk about trying. How do we show the world our greatness and triumph? Come on? Well, that’s the question, and this podcast would give you the answers. This is the Dark Horse entrepreneur. My name is Tracy Brinkmann. Welcome back to a weekly dose of podcast end in mind marketing. I’m your Darkhorse host Tracy Brinkmann and you will that is infinitely more important. You are driven entrepreneur, or business owner are hoping to be one very soon. Either way, you’re here because you want to start, restart or kickstart or just start leveling up with some great marketing, personal or business results in order to build that beautiful business of yours into the Empire absolutely deserves to be another big episode today. Today, Luis Diaz shares so many great tips on marketing, but I think they can be leveraged in so many other business ventures as well as life in general. Plus, gonna let you in on next episodes guest who’s going to share some goal setting guidelines. As per usual, the Dark Horse corrals are chock full of business, personal marketing, g o LD spilling from every corner of the Dark Horse entrepreneur HQ. So let’s get to the starting gates, and go Alright, my fellow Dark Horse, friends and family, today’s guest Luis Ryan dheas. He’s the founder of podcast domination. He’s also the author of How to get your first 100,000 downloads in 100 days, Luis has launched consulted in over 50 podcasts and helped his clients get get this five and a half million downloads. Now he’s helped some of the most well known entrepreneurs and personal brands online, build their podcasts, we’re talking NFL athletes, Olympic medalist, nine figure entrepreneurs, venture capitalists, and many more thought leaders from across a dozen or more industries. So let’s give a roaring Dark Horse Welcome to Luis Diaz, and welcome to the show. Luis Diaz, thank you for coming on to the Dark Horse entrepreneur, my friend.
Luis Diaz 02:34
Hey, Tracy, thanks for having me on. I really, I really appreciate it being here. I know you’re an avid member in our Facebook group. And I love chatting with people who hang out with us on Facebook. So thanks, man.
Tracy Brinkmann 02:47
Yeah, absolutely. And that’s one of the things I wanted to make sure I you know, I pivot off of here, before we even get get fired up is that how active you and your group is, you know, you get in so many of these groups. And I, you know, I fired up and I got into a number of the Small Business ones. And, you know, they end up becoming this. I know, advertising mayhem, you know, the admins aren’t keeping up and what have you. But your group is actually very, very informative. I know you’re in there quite a bit, and you have a number of other folks that make the group well worth being a part of, and we’ll be sure to, you know, get looped back with all the all the goodness and all the links for that later on. But first, before we go there or anywhere else, I just really want you to kind of tell your story, you know, where you came from what you went through, you know, I know you had a pivot point where you’re like, I enjoy recording, but that’s about it. But just to share your story and why you love doing what you do so much.
Luis Diaz 03:42
Absolutely. So it’s uh, it started out of necessity. And it started out sort of out of a really bad place. From the beginning, I grew up as a restaurant guy, parents own a restaurant and grew up really, truly just behind the scenes working for my parents High School, where my parents were like a tie and bakery. So I closed the bakery, I basically did all the things. So the floors, wash dishes, cooked, cleaned, helped customers helped the bad customers fix a lot of errors and things like that. But yeah, I kind of felt like my life was always like, it was I was middle class and I was like, pretty, pretty, okay. And I was like, Hey, I’m going to go and own the restaurant, take over the family, you know, the family biz and, and that’ll be it. I’ll make some money and have a family. And that’s kind of what’s what you know what the path is set out for me. Until about midway through college, when I realized what I was doing was the opposite of where I wanted to go and like what made me actually happy. And I started to realize like, in my school at UCF in Orlando, we had to do internships, which were great because like you got to realize like, what you sucked at and what you hated. And I realized that like, Hey, I suck at a lot of things. I didn’t like what it was I was doing in the first place. So it was kind of a good awakening. And that got me to thinking like, Well, what do I do like doing and that is, for me at the time I was an athlete in high school. So that was with playing sports and, and working out. So I got into into training and being a personal trainer, and I will will loot this into how podcasting came out of this. But I love training, but realize that like, you know, being a personal trainer, there’s a ceiling to how much money you can make sure that is, there’s only so many hours in a day and so many hours, you can be on the gym floor. And I saw guys online doing it way bigger way better, and making way more money in an impact than me. And I wanted that. So between the internships, hating what I do, and realizing that I hated working for someone else, I was like, well, I got to figure this stuff out, I got to figure this online, personal training thing out. And I had this around 2014 2015. And at the time, I realized, like, I don’t know what I’m doing. And there are people out there who do know what they’re doing. So I decided to hire or sign up for my first like, kind of marketing conference, or mastermind, whatever you want to call it, and paid $2,000 put it on a credit card and went to a went to a mastermind for two days in Miami. And, and learned a ton. And that kind of opened me up and really helped me bridge the gap between where I was at work with personal training in the gym, and working but not really liking the money I was making, or the impact I was making, to getting online for the first time. And, you know, my story is kind of like been riddled with mentors and people helping me out throughout the way. That’s how I’ve gotten here. But yeah, to, to pick up that that piece from Bridget from being a personal trainer to where I’m at now. I in 2016, I started my first podcast out of out of being pushed basically I was pushed by a mentor, again, who said, you know, he should start a podcast. And he was like, I realized at the time that I was not good at writing. I was not good at video. And I was okay, well, I can talk pretty good. Like I can go to conferences and go to parties, I can talk to people and I can I can turn that into sales. So I was like, Well, why don’t I start a podcast and you know, with my mentors, no push, cuz I wasn’t thinking about at the time. He was like, yeah, you know, do it by of course and figure it out. And then there you go. So I did that. And Tracy, it failed. Like for the two months, it was eight, eight or 10 episodes of that out. And I realized it was too complex, too hard. And I decided just to chalk it up and give up and took some time off from that. And in later on 2016 I relaunched it. And it was called Ask the app guy at the time, it was all about helping guys get six packs. And that was, that was the first show and I learned a ton from that show on how to market how to sell how to pitch your content in a way that’s compelling, gives great information, but then it also could potentially lead you to a sale are the key to working with more clients. And that was kind of opening my eyes that podcasts opened my eyes to like wow, like there is something to creating great content and helping people and then them wanting to work with you more and, and that what that leads to down the road. So that was kind of my first taste of podcasting from there. started helping other people do the same thing I was doing, again, with the advice of a mentor that like, hey, you’re not so good at working out and training and coaching and that stuff, but you’re pretty good at this podcasting thing. So maybe you should start an agency and different mentor, but same amazing advice that led me down the path of like, oh, like this is actually a thing. Like I didn’t even know people could charge for this, or people actually needed help with this. Mm hmm. And that’s kind of how it was I got fell into it. And it really that was 2017 and, and ever since then I’ve been been all in on on podcasts and help others kind of share their message and get their podcast up and running successfully, ever since. So that’s what got me here.
Tracy Brinkmann 09:26
Nice. Nice. And I think I think what you said there towards the end of something I keep hearing from the folks that I’ve talked to whether it’s a venue interview venue like this, or just in general, is that I didn’t even know I could charge to do this. It’s one of those things that you know, you’ve invested in yourself a couple of times here, you know, through the marketing conference and obviously through the mentors, then you bought another course for the for the podcast and for you now it’s probably a lot more second nature, maybe even easy for you and You’re like, I didn’t realize you could charge for this where other folks are going like, dude, teach me teach me teach me.
Right. Right. Yeah,
Tracy Brinkmann 10:07
I think I think there’s a lot of opportunities that folks, I think in the entrepreneurial world are, are missing in that realm. I know, I got lucky a couple of times early on in my career where someone said, Can you teach me how to do that? Like, what do you mean, but you know how to do that. And it was actually teaching someone how to, you know, pro to do Excel and do Access databases. And I’m going way back, and 20 years or so. And for me, it was second nature, I just bed you know, I’m sort of banging on keyboard going. And that’s how you do it. No, like, wait, wait stops, you got to show me, you know, and I think and I keep seeing this and hearing this over and over again, where folks are like, I didn’t even know I could charge folks for that. So now, as you’re, as you’re engaging folks, be in whatever line they may be in, why? Why podcasting? Why would you go to them? Why would you come to me and say, you know, a podcast might be a good avenue for you?
Luis Diaz 11:06
It’s a great question. I think, for me, it comes down to the word leverage. And that word leverage is it’s, it’s, I think, of leverage in a couple of different ways. So a podcast and I think specifically to Tracy will clarify as a video podcast, because audio podcast is great. But a video podcast is what for me is what like turns it into a great vehicle to get people who don’t know you don’t trust you. And definitely wouldn’t mind anything from you, to people who know you like you trust you. And yeah, they’ll pull out their wallet, and they’ll give you their credit card numbers, as well, for sure. And that’s for me, we’re going back to word leverage, like podcasts and video podcasts and give you leverage through being able to one repurpose that content that long form video or interview, like we’re doing now, into multiple pieces of content across that you can use across LinkedIn, Facebook, all the channels that your your prospects are at right now. Typically, I see I see podcasts, they should and could be used anywhere between four to 10 more times. So if you make one piece of content, recorded video, and audio, you can use that at least four to 10 more times, probably a lot more. Sure. But realistically, four to 10 times, if you do you know three or four of those, you’ve got a lot of content you can use. And that means you can get in front of your listeners or your ideal prospects much, much more often. That’s the first thing. Second thing is leverage in the ability to open doors up for you. And I didn’t realize this until I was a 24 year old kid interviewing the head of head of a medical department inside of Harvard. And he actually just did a TED talk. And I watched his TED Talk online, found his email and said, Hey, dude, I’ve got a podcast, can I interview you? And I was 24 years old, a college degree or a bachelor’s degree and this guy’s got like, four doctorates and and he runs a department and he said of Yale, and he’s given me 30 minutes of his time. And I was like, wow, like podcasting? Yeah, open up doors for you, if you position it, right. And if you if you have a show that you know, that can add value to the person, so that’s probably a pretty common one. Most people probably wouldn’t know that one already. But it’s one that I think is overlooked. Because, yeah, you get someone on the show. But how do you turn that relationship into a profitable one into one that can be an amazing gateway for other things, not just money. But as I’ve had some great people who are like, good friends of mine, now that were once podcast guests. Mm hmm. That’s crazy. That sounds right there in person, but they become good friends. So one repurposing to the leverage you get when you open up doors, and then three, the trust factor now online with COVID. And these riots going on, and people just not trusting anybody? I mean, I don’t know many people who trust the government anymore, or whatever, what sides of what left or right whatever side of the share of the political party you’re at. You know, they don’t trust brands anymore.
Tracy Brinkmann 14:08
Luis Diaz 14:10
You know, podcasting gives you the ability to get that trust. I feel because they’re seeing you, they’re hearing you. And the secret to it all is if you can get someone to change their beliefs around something, then they trust you. So if you go on a podcast and talk about reason why you think, you know, eating grass fed meat is healthier than traditional meat, then you have the opportunity to actually change someone’s perspective and their belief about grass, you know, grass fed meat, right? And they’ll trust you like, wow, like this guy, or gal, you know, showed me these amazing points and they make a strong argument now I believe them. Yeah. And that’s the leverage you can get with a podcast like I’ve had people want to pay me money and I didn’t even know they existed. I was like, Okay, nice. No problem. Gaston sounds great. So that for me, those three things are the leverage points that podcasting can give. You know, I love it so much because I yeah,
Tracy Brinkmann 15:11
those are gems. I mean, you’re absolutely right. Gentlemen, I had done just on a previous episode, it was Episode Five, john tallarico. He launched off his podcast, the the million in you, and his inaugural guests. Was Les Brown. And then Mike, okay, right out of the gate, he’s coming out, you know, hard and strong. swinging for the fences, you know, so obviously, it gives him lots of opportunity and opens it opened up a number of doors for him right out of the gate and the trust factor. I mean, I could go through all three of these points over again. But those are very, those are gems, dropping knowledge bombs, you might say, right, right. Now, you mentioned briefly the the audio and I want to say versus podcast, Video podcast, but certainly, you’re you tend to lean more towards the video side. That’s what I heard you were saying?
Luis Diaz 16:03
Yeah, yeah. And I think for everybody, it depends on where you’re at. I did audio only for a long time. And then I realized, like, man, like people are missing out, even if I’m just in front of my computer. And they’re not doing anything and have a whiteboard in front of me or anything. But if they can see me, just because we’re visual learners, a lot of people are visual learners, they can just start to understand who you are, like, you ever. Tracy, you’ve probably listened to a few years older than me. So you you know radio stations. No, you haven’t listened as a kid, listen to radio station D. And you always had to picture like what that person looks like, listen to this bridge, like, you know, six months, yeah, radio station in the morning, I don’t know who the heck they looked like they walked past me in the road, or down the walk down the sidewalk one day, I would not know that’s the person from 95 five, you know that. So just the video element gives them that gives them that image of you in their head. And that’s where you want to own space inside of your customers minds. Like you want to be able to own that, that real estate inside their head. So the video element I find gives them makes that easy that that process easier.
Tracy Brinkmann 17:08
So do you take so I’m going to dig in here for a little bit, I’m gonna go a little deeper. So do you take like so you’re going to record a podcast and in your case, we’re going down the video rabbit hole here, you record a video podcast? Do you strip the video out and produce an audio version that only for like, you know, the iTunes of the world. And then you know, use a YouTube or a platform like that for the video section.
Luis Diaz 17:36
Yeah, so I’ll use I recommend using YouTube for the video, there’s no need to do like, there’s a there’s a way to do video podcasts meaning like, you can get a video inside of the apple podcast store and but it’s it’s really not worth it. Sure. So you can just put your, your, your video version on YouTube, and then take that same exact audio and strip it if it if it makes sense to like if you’re doing a whiteboard presentation, and people aren’t gonna really appreciate that on an audio. Absolutely. So, but as long as the content makes sense. You can you can totally do it, you can add an intro and an outro. Or you can do a little custom one, like, Hey guys, this is from a video I did if you want to see the actual video version, go to my YouTube channel. But this I know the standalone piece of loan will give you the information you need. So yeah, yeah, it’s you can use the same audio just change out maybe the intro and the outro. And from there, you’re pretty much good to go.
Tracy Brinkmann 18:30
Nice. Nice. I know I was I’ve been out to YouTube and check out a number of of your videos. And I was just thinking as you were saying that like, gosh, I know he’s a lot of times it was the ones I’ve seen Anyway, you were writing on your whiteboards and I’m like that wouldn’t to your point that wouldn’t really convert very well but certainly you could modify it with you know a little intimate little upfront information and say hey, if you want the rest of it go check this out.
Luis Diaz 18:57
Right Right exactly. I find you can get away with a lot like getting ways for lack of a better word. You can get away with a lot with in podcast if you set the frame right like if you let them know ahead of time Hey, this guest on audio wasn’t working very well that’s this one day so if it’s gonna annoy you totally feel free to cut out sure he or she says some really great things around minute 12 into making sorry, getting your like pre framing the conversation well so that it tees up the listener to have a good experience is really important. You can do the same if you’re taking a video and putting it on an audio platform.
Tracy Brinkmann 19:35
Nice. I like that. So I’m gonna I’m gonna pick your brain for the folks quite a bit. What are some of the best uses of podcasting audio or video that you’ve seen or you tend to suggest best uses of the of the content, not content or just have a podcast noise like Hey, is it be more Be more salesy, be more tips focused, be more story focused any some of the best uses you’ve seen or that you like to share with your clients?
Luis Diaz 20:09
Yeah. Okay, that’s a great, great, great, great topic. I think I used to be. And I’ve I was wrong for a long time, I used to be very focused on the tips and very focused on the on the actual content, like give them what they want, you know, tell them the information they need. And that’s not per se wrong. I think you should still do that. However, I think it needs to be interwoven. Or you say that word interwoven with, with a story, like great marketing stories sell and it wasn’t for, it wasn’t for a few good podcast guests I had on that I later turned into good friends of mine, like Alyssa twist, who is also in the Facebook group. She’s a good friend of mine now. And she is always she’s always telling amazing stories. And that’s why she’s able to reach a better audience. She has people who reach out to her and want to pay her off the bat because they listened to her stories. And now they want to work with her. So stories are really where you want to spend your time. Of course, every story needs to be needs to have some kind of deliverable or valuable, you know, take away from it. If you look at guys like Russell Brunson does this really well, as well as Alex scharffen. Those podcasts from Russell and Alex, they do a really good job of, they’ll teach you one thing at a time, but they’ll teach it inside of a story. Yeah, never forget it. It’s not just like, hey, go do this, this and this. I think that’s what I was doing early on, which was somewhat successful. But it could have been a lot better. Had it been interwoven with a story more than more times and not sure. So yeah, good marketing stories is where you want to, if you’re going to get good at this, like you got to be able to tell good marketing stories.
Tracy Brinkmann 21:52
You’re you now listen to the Dark Horse entrepreneur podcast, right. And I think that’s why I like to bring folks like yourself on and have them share their stories. And I think a lot of time, it helps myself as well as the listeners. First off, find those points where they can identify, oh, my story is similar to his here and there. And I can relate to that. So now you’re, you’re bringing them into the story a little bit. And then you’re sharing some tips. And here’s why I made this flip and made that flip, which gets them thinking, you know, which the goal right, you want to share some information that will be helpful. And I think just being clinical about it, like you were saying isn’t isn’t a great way, although there are those folks that you’re like to do just get to the tips, please.
Luis Diaz 22:40
Right? Yeah, yeah, exactly. And that was me. I was that guy for a long time. And I was like, cut it cut the crap. I don’t want to listen to your story. But but for for a lot of times, I do Funny enough, Tracy, I do remember the stories. And I remember the good ones. And I also remember the points that they made. And I can also remember the person that said it. So stories, one are a big, big thing. To go into the other part of the question, which I thought what, what you were meaning when initially when you asked it about how to best use a podcast is there’s a guy out there named Nathan lakhta. And Nathan Lakha is a really, really smart marketer. He’s kind of controversial. But his pod what he’s done with this podcast is really interesting. And we can go if you want, but please. Okay, cool. So Nathan’s, he’s, he decided a couple years ago, this is probably like, five, six years ago. I’m gonna He’s like, I’m going to interview founders of startup companies, SAS owners, I’m going to ask them how much money they’re making? What’s their monthly revenue? What’s their monthly growth percentage? What’s their monthly churn rate, which is like how many people are dropping off of your subscription service? I’m gonna ask all these infirmities really juicy questions, and I’m not gonna, like, I’m not gonna beat around the bush. I’m gonna be very, very raw. And he basically turned that, though, because what he did is he took all those numbers that people were telling him, and he turned it into a database. And then he sold that database information to big hedge fund companies who are investing or at Angel investors. They were investing in some of these started their early startup companies. And he was making around like 15 charging like $15,000 a month for access to these basically what they were podcast recordings that were transcribed, and they kind of organize the information so it was easily findable to two subscribers. And I was like, This is genius. Like this guy. No doubt is amazing. Like he basically took free information and figured out a way to charge 15 grand for it. And I was just like, wow, there’s a really innovative people out there. I always like to look at stories like that because those are the guys like that are ones you want to model.
Tracy Brinkmann 24:55
Yeah, absolutely. always find the way to Yeah, wow. to hook your audience that that’s, that’s an interesting tidbit. I’ve also heard some folks that will bring their preferred customer on to their podcast as as an as an interview person. So if you were my preferred customer, I bring Luis on and ask you the questions that I might be asking you almost from a sales standpoint, to get your mind going about, well, where am I having troubles with marketing? Where am I having troubles with this and that, and then on the back end, loop back to you and say, you know, you mentioned you were having troubles with your podcast in this area, I have a solution for that, or, you know, you almost either enter, enter into the next step of the conversation, you know, with a solution for them, whether it be your coaching services, or your actual, you know, SAS services, etc.
Luis Diaz 25:50
Yeah, yeah, that’s a very popular way. It’s, it’s, it’s, um, I think this is cool books written on it, that I’ve seen in Amazon as well. But yeah, another style of that, to add to that, which I really like is what Dean Jackson, the legendary marketer does. He has a podcast called more cheeseless whiskers and, and what he does on that podcast is he helps people with their marketing problems. So it’s very open and honest, it’s like, Hey, we want to want you to come on here, we want to, we want to talk about your business, we want to talk about where you’re struggling we need help with. And then I’m going to audit your business with my eight profit activators use a system that’s called the eight profit activator system, and he will audit and run and help them with their business based on those eight profit activators. And what the cool thing is, there’s two things going on in play here, which are really interesting. Number one, he’s giving great content to not only the listeners, but also the guests who will probably be a client, you know, and very soon, sure. And then also, he’s he’s changing people’s beliefs about the eight profit activators, because he’s helping, he’s showing people in real time what they can do for business. So if you own like a, an event business, and he has one on there who has an event business, too, you’re getting front row seats to how you could possibly grow or five extra tax or business with the same tips that he’s using. So he’s able to change beliefs. And then what he does, how he monetizes that show is that he will send out an email to his list and also people who have been on on the podcast, because they Hey, I’m getting together a bunch of people that are and one of my clients showed me this the other day, I thought was brilliant. He’s like, we’re getting together a bunch of people, and we’re gonna go through the eight profit activators with them and help them you know, five x or business or whatever it may be. Do you want to join us? Like, that’s literally all the email says, and he fills up his events like that. Wow. And I think he’s, I want to say I want I wouldn’t be, I wouldn’t be surprised that those events cost at least $5,000 to come into one like two to three day event.
Tracy Brinkmann 27:57
Yeah, exactly. That’s brilliant, though. I mean, this disease is brilliant ideas for you could you could spin off into your own world. That’s gold. I love it.
Luis Diaz 28:07
Yeah, yeah. It’s it’s a lot of fun stuff you can do with podcasting, just um, finding the people in the in the near the mentors ahead of you to kind of map out the strategy.
Tracy Brinkmann 28:17
Right. All right. All right. So let’s go with and I want to be mindful of your time, we just kind of been going with this cool chat right here. But let’s, let’s share a couple of a couple of tips for any of the entrepreneurs out there that might be considering podcasting. Where would you entice them with?
Luis Diaz 28:37
Man, that’s a great one, I would say biggest thing is to figure out your start with the end in mind. So figure out your offer, or what it is you’re going to be potentially, you know, wanting people to go and check out I find that a lot of podcasters that come to me are struggling because they started a podcast and they’re happy. And like, they’re happy that like they’re, they start a podcast because they’re, they thought it was cool. It was fun. But they never put the two together of like, how do I actually take the listeners over here? How do I get them to buy this thing or monetize it in this way? Then after a couple months or a year, like it turns into an expensive hobby, and then people wonder like, wow, like, it’s been two years and I’m my podcast hasn’t really grown or, and I haven’t got really much clients from it. And that’s, that’s where the problem lies. So save yourself some headache, figure out what is kind of the the through line for the podcast and the product or service you’re, you’re selling. And you’ll you’ll be much happier two years down the road.
Tracy Brinkmann 29:39
I know that’s, that’s that’s very, very true. I’ve, I’ve chatted with a number of folks that that they’re like, I just don’t know how I’m gonna monetize this and you hear all the the things out to like, well get a sponsor. Well, okay, yeah, that’s one,
Luis Diaz 29:54
Tracy Brinkmann 29:54
I mean, that’s one but you know, if everyone’s out there trying to grab a sponsor, hello. No. And then you’ve got before you can even I think, entertain that you really have to have an audience to go to the sponsor and say, Look, I have all these people that are listening. Give me your money, you know, and that’s a, it’s a different challenge.
Yeah, it’s a big challenge. Because the fact of the matter is most, most sponsors that I’ve talked to, they’re looking for at least 10,000 downloads per app per episode. And that’s a lot, especially for starting new and fresh. And also, if like I’ve had we’ve got a couple clients now that monetize through sponsorships. And the fact that matter is the reason why they got those sponsorships is a lot of times they’ve already had profitable and successful relationships with those companies already. Haha. And that’s the through line. That’s where you can make it work with less downloads if you have those who have a really strong relationship with a company before but at the end of the day, you still have to show results yet so it’ll help you get in the door. Yes. But it won’t save you see sought to make sure you’re producing so it’s a hard one. The easiest thing I tell people to monetize is I for my me initially it was affiliate products, and also selling my own coaching at the time. Which or you know, or I eventually I wrote a book to which I sold on the podcast, which which was wasn’t too much success, but we still swear we’ll sell it. I think the Yeah, the easiest to our affiliate products and in coaching and coaching definitely can definitely be
Tracy Brinkmann 31:26
in the book. I think nowadays, I mean, especially with ebooks coming around books, and don’t get me wrong. I think we all have one in us, right? It’s just that there’s anyone want to read it is just the next level. Business Card, right?
Luis Diaz 31:41
Yeah, yeah, exactly. Exactly. It’s, um, it’s like paying for someone’s business card. Which I would rather do then. Then get him then give them out for free anyways. But, but yeah, they’re definitely you know, it’s a business card. It’s um, it’s a way to get your foot in the door in a way that’s gonna definitely not gonna give you a financial stability if, unless you’re selling them like some of the like, the mega mega authors out there, which,
Tracy Brinkmann 32:09
absolutely, yes, I know. Yeah, I think you’re right there. You’re not going to be, you know, the, I can’t remember her name’s lady who wrote all the Hogwarts books, all the
Luis Diaz 32:18
Oh, gosh, yeah, I remember,
Tracy Brinkmann 32:20
you know, you are going to be you’re not going to be her anytime soon. But certainly, I think if someone has a book in them, and they put it out, and I read it, and I connect with it, I want to check out the next product that you have, right. And I think I think podcasts are becoming the new book, right. So if I check out your podcast, and I resonate with it, well, then I want to check out more stuff. And I’ll come to know like and trust you. And then you know, affiliate products you recommend good for if I’m looking for a coach, there’s your next opportunity as well. And of course, check out your videos. So I know one of the struggles that I hear over and over again in the podcast world is marketing, your podcast growing the downloads. So any quick tips on that for anybody? That’s okay, you’ve got me, I’m going to go ahead and give it a shot. I’m going to do the video podcast. Oh, gosh, I got four downloads. And two of those were my mom.
Luis Diaz 33:16
Right? Right. Yeah. You know, it’s it’s, it’s an evolving space. And I look at it. I don’t know if it’s Russell Brunson who said this, but I really liked this. But it’s Think of your podcasts as a product. So So number one, if you’re marketing a product, you got to have a yet have three things needed to solve a problem. You need to have a person who’s in need solving that problem. And then you have to have a promise of like, here’s what this product is going to do. A podcast needs those three, same P’s need a person, you know, problem to solve, and you need a promise. So if you start at the base level, and you get those three things, it’s going to get those three things with extreme clarity. I’ll add that to Yes, you can get those three things with extreme clarity, it will be much easier to attract the right customers and listeners. That’s number one. Number two, is to realize that podcast listeners, listen to podcasts. And I got that direct point that directly from Russell Brunson was book which I was reading yesterday, actually. And I was like, Oh, that’s a great reminder, like, duh. But podcast listeners, listen to podcasts. So you should advertise on podcasting platforms, you’re going to do any kind of paid advertising. Not to say Facebook won’t work. But it’s, it’s not going to send as many people to your podcast as you want because people are on Facebook because they like Facebook, not because they like Apple podcasts necessarily. Sure. So So those are two big things, the three P’s and then you know market inside of podcasts and ecosystems, Spotify, podcast addict, over overcast is a couple other ones too. And then you can even like pay people to Promote your podcast, like, pay a number of people in our, in my community online to add, you know, put an ad in their podcasts about my show and I would happily let me pay them. No. So don’t overlook overlook that either to a lot of these smaller podcasts may have your audience and you they may not be making anything from their podcast and they will happily take $75 to talk about your show for 30 seconds.
Tracy Brinkmann 35:27
Absolutely. Or, and and I think the other piece is, and this one seems a little more obvious, but maybe not so much, is be a guest on those shows that have similar audience and audience as well. You know, crews on over there, and if they’ll, you know, they’ll bring you aboard, you can share your story much like you’re doing here with me today. And then, you know, usually towards the end of it, like I’m going to do with you, you get a chance to plug your goodies. And then hopefully bring some of that audience over to your site. Because to your point, you know, podcast listeners, listen to podcasts,
Luis Diaz 35:58
right? Yeah. Yeah, that’s another huge one. That’s that’s a big one. I’ll definitely say that. It’s it’s one of those things that like, easier to do in theory than an execution. You know, getting out a bunch of podcasts is definitely not easy. Unless you have a huge established name. Which definitely, obviously makes it easier. But still, it’s a lot of logistics and scheduling. And yeah, like that. But is it effective? Heck, yes.
Tracy Brinkmann 36:26
Absolutely. All right, gosh, I’m gonna it’s gonna take me an hour just to type up the show notes for this. But that’s awesome. There’s lots of great gems in here. And I know you have this awesome free gift for the listeners. So it’s a nice little PDF for them, which we’re going to get the link in the show notes, but you want to share in advance of what it’s about.
Luis Diaz 36:48
Absolutely. So the quick backstory is on it is what in 2017, when I launched my, my agency, there was we had a number of clients, like for like a dozen or so clients at the time. And we I noticed there’s probably a handful of them that are doing way better, exponentially better in terms of download growth than the rest. And I’m like, well, what’s the what’s different about these podcasters? What are they doing differently? What are they? Like, how are they like, what’s our content like? So having me having access to all their accounts, and, and the numbers, I curiously looked in and, and really started to document and journal and write about what they were doing, and what was different and what worked. So the book was called How to get your first 100,000 downloads in 100 days. I know, it’s a very ballsy claim. But but it was in all seriousness, it was, um, what those clients are doing and how those loads of clients are in the millions and vast, far beyond the millions of podcast downloads. It was basically documenting those five steps, the five things they were doing, and also how they launched their podcasts as well. And, yeah, that’s kind of a backstory behind it. But yeah, we’ll make sure it’s linked in the show notes.
Tracy Brinkmann 38:09
Absolutely. All right. And so let’s let everyone know how they can learn more about the lease Diaz and podcast domination.co. That co not C O M. And And where else they can find all about you. So take it away.
Luis Diaz 38:24
Great, great. Great question. So I guess Tracy, the best place now is I’m launching a new Facebook group, which I wanted to do an experiment on, like, hey, like, Can I relaunch a new podcast from scratch? taking what I know now and grow it and also monetize it. Can I do that? So I wanted to see if I could so I’m launching a new Facebook group. It’s called start scale and monetize for, for entrepreneurs and coaches. I’ll put the link in the show notes as well, I’ll send to you Tracy. Alright. And that’s probably the best place to go. If you’re launching a podcast and want to see behind the scenes. Okay, we get absolutely lots of information that’s going to be in there. We’re excited to launch it probably about two weeks here. So So yeah, that’s going to be the best place because I’ll be doing lives in there as well. That’s that you’ll be able to interact with me one on one.
Tracy Brinkmann 39:19
Perfect. Perfect. I know you’ve been You and I have chatted a number of times via Facebook and messenger and you’ve always been very, very giving with information. I’ve always appreciated that. So I want to make sure everyone realizes that this guy isn’t just up here to make $1 he’s all about this. Clearly, this is a passion for you and you you love doing it.
Yeah, it’s a sign. It’s a fascination thing for me. I realized when I was training like me, I kind of like doing podcasting more than training people. It kind of led me to the switch. So it’s a it’s ever growing fascination and passion so
Tracy Brinkmann 39:57
it makes it less like work then doesn’t it?
Luis Diaz 39:59
It totally does. There’s still some bad days. But,
Tracy Brinkmann 40:01
you know, that’s that’s just life in general. Right. All right. Any any final parting thoughts, anything you want folks that are listening to to come away from this conversation with?
Luis Diaz 40:14
Oh, geez, I would say podcasting is a marathon. With mini sprints in it. It’s not either, or it’s both. That’s what I would say. So if you have a podcast now, you know, enjoy the long road, but also focus on like, your next 6090 days, how you’re gonna, you know, just do doing like up your game. And then if you haven’t launched a podcast, I would say, now is probably the best time to get in. So, you know, get in and just start get going and getting messy as my buddy, Chris, from pod fest would say,
Tracy Brinkmann 40:51
excellent. Getting get your hands dirty. I like it.
Luis Diaz 40:54
Tracy, this was fun, thank you so much.
Tracy Brinkmann 40:55
Thank you so much, man. I definitely appreciate it. All right, there you go. My Dark Horse friends and family, Luis de is dropping some podcasting and business bombs on us. Here’s some thoughts I walked away with. Thought number one, Louis started in a completely different industry, and felt like, you know, my life’s pretty, okay. He felt like his path already kind of been laid out before him to take over the restaurant business and earn some money and raise a family and so on. But in college, he found what really made him happy, which was personal and fitness training, right. And he wanted to make the money he saw others making doing that training online. So he was fired up to figure it out. Now to speed up that process. Luis invested himself remember, right, he signed up for that marketing mastermind conference. This helped him bridge that gap to get him from where he was to where he was trying to get, ladies and gentlemen, coaches, courses, mentors, and masterminds are about the quickest way to shortcut your journey from where you are, to where you want to go. So look around for those that inspire and resonate with you right? invest in yourself by signing up to step into their world. I personally have a couple of coaching openings right now. So if you’re interested in stepping into the dark horse world a little deeper, and getting some personal or business coaching to speed up your results, email me at Tracy at Dark Horse schooling, and let’s see how I can help you finish get to your finish line quicker. Thought number two, Luis invested himself and then invested in himself again, remember, he got that podcast course, he was urged to by his mentor, and it failed. Now he took some time off, remember, and then he finally relaunched it. And he figured out that that magic mix of how to create compelling content that urged his listeners further along, and through that buying process. And then again, with the advice of his mentor, he figured out that he was actually pretty darn good at this podcast up, and that he should start an agency. He didn’t even realize people could make money doing that, right. This is another one of those things where I keep telling you, and I’ve mentioned this many times on this show, Luis found that skill that he had, and he didn’t even realize its value to the market. Once again, I’m going to stress how I truly believe we all have that skill. Let’s find it inside of you. Thought number three leverage. Yeah, this one is a powerful tool, Louis reminds us that he was we can all leverage content and multiple ways in multiple formats to take a single piece of content and turn it into four or 10 across multiple platforms, right? leveraging that single podcast episode, right? Like they use that as an example that single podcast interview, and then turn that into four or 10 or even more, he said, pieces of content across your Facebook and Instagram and, and Twitter and LinkedIn and everywhere. So the question becomes, how are you leveraging each piece of your content? Are you altering it and flipping it into multiple pieces of content across all the various platforms, where your potential customers are? Thought number four, Luis mentions pre framing. Now, this is a great tip for so many areas in life, not just podcasting, whether it’s audio or video or both, pre framing or setting the stage for the conversation or presentation that you’re giving prepares your listeners for what’s coming now that can help them pay closer attention, or even just help them decide where they want to listen at all right, I don’t need to listen to this. Now why is use of pre framing can help set the stage to make them want to listen, you know, hook them in. And remember he mentioned we talked about it, uh, telling good stories in your conversations in presentations. To help your audience to help them feel helped him resonate with you and to relate to you. And thought number five, this was a big one for me start with the end in mind. Ladies, Gentlemen, before you venture off into any business, and I would even say so many things in life, right? Be it a vacation, a new car, a new home, or even a new relationship. Start with the end in mind, if you’re going to roll into a new business venture, start with the end in mind, what do you what do you have in mind for the business? Is it going to be a legacy to pass down to your two children or family? Are you starting to sell it? Or what? What is it you’re going to want to do with the business later on? And then how are you going to monetize that business or that venture inside the business? And then who are you going to monetize it to? And please, don’t say anybody, because that’s the surest way of monetizing it to nobody. Now, again, as I mentioned, I think this also applies to many of the big moves that we make in life, right? Start with the end in mind, are you changing jobs? Well, if you’re going to take you know that job long term, how’s it going to impact your career? is going to advance it? Is it going to slow it down a little bit? Or perhaps would it completely stall your career? How about a new relationship? Where do you see it going? Right? There’s the one nightstand, right? Well, you know where that’s going, but is it someone you want to build a life with? And if it is someone you want to build the life with? Do the align with you and all the major ways of life, right? All your major values? Same with starting a business? Does it align with you and all your major ways or, or values in life? See, if you don’t think about the end in mind, you could end up having a spouse, or a business or a boss that competes with who you are inside with your inner values, right? That that will never work out? Well. So here’s my question, what ideas, inspiring tips or thoughts kind of resonated with you today? Think about it, whatever they were, please take some time, and put them in action. Go out there, run your race, get your results. Let me hear about them. Now, I’m deadly serious about this, email me at Tracy at Dark Horse schooling.com. And share the tips or ideas that you came away with how you put them into action, and what results that you gained from them. And I’m going to be building that prize pools and building that prize pool. So if you email me, and I read it on the show, you win. Now, as I mentioned earlier on next episodes, guest me your humble host, I’m going to be sharing goal setting 101. I’ve talked about this on previous episodes, the power of goal setting. So I want to take some time and dedicate an episode to the topic. Now, I know you want to keep getting all these valuable tips and hear these inspirational stories from all my guests that are coming on the podcast. So please go on down there, hit subscribe. While you’re there, drop us a five star review and write us a five star rating drop us a five star rating and leave us a quick review. And, and you know please don’t keep all this entrepreneurial, g o LD to yourself. Share this podcast with other entrepreneurs and business owners that you know will get value from it. It was that I’m gonna leave you as I always do, think successfully and take action. Thank you for listening to the Dark Horse entrepreneur podcast. Thanks for tuning in. Check us out at www dot Dark Horse schooling.com My name is Tracy Brinkmann