Putting the pain point first of a prospective customer isn’t always something we do, but it’s crucial to success. What do we need to do in focusing on the customer’s pain points? We find out in this episode as Tracy Hazzard interviews business strategist and coach, Tara Newman. Tara discusses the creation of her podcast and how focusing on her listener’s pain point has helped build profits while providing value to her listeners and customers. Listen in to learn more on creating content that focuses on customer needs.
Watch the episode here:
Listen to the podcast here:
Advice on How to Make a Pain Point First Podcast Sales Model Profit with Tara Newman of the Bold Money Revolution Podcast
I have a bold podcaster and The Bold Money Revolution host, Tara Newman. I’m so excited to talk about a model of podcasting where it is all about the sales process, sales growth, community growth within that, group coaching and other things that she does. She has coached high-performing men and women for many years, from New York Times Best Sellers to TEDx speakers to tech executives and multimillionaire CEOs. As the creator of the science-driven CEO Debrief, the SLOW method, the BOLDEST offer and the EMS framework for emotional resiliency and entrepreneurship, she infuses everything she does with the systems of success and the science of human performance. The difference between high achievers and high performers, she takes high achievers and makes them high performers.
This is her most popular social post and most downloaded out of all her podcasts. It’s a gateway topic, Insanity in the Online Space. You don’t need to be hanging out there. Get outside the online business bubble and stop with the Franken business. She has got topics like busting the $10,000 month and $100,000 a year benchmark. These things are great in how to have massive business growth at a moderate pace. Don’t those sound like fabulous topics and things to discuss here? She is so frank, straightforward, nitty-gritty and raw in what she gives on her show.
She has got much more of a topic-based show, so I want you to hear that for sure. She has got a model of removing the filters we sometimes put on to be podcast hosts but in a completely good way so that you can get at the things that are making her show successful where she can help you and make you successful at the end of the day. That is working extremely well in creating a great show. Bold Money Revolution, Tara Newman. Let’s get to know what she has to say.
Tara, thanks for joining me. The Bold Money Revolution is a great title. How did you come up with that?
Thanks for having me on, Tracy. Actually, that was a rebrand. It was The Bold Leadership Revolution because that’s the name of my business. As we’ve started to niche down, get more specific, be clear and focused on who we want to work with and what we want to do, I was like, “This needs to have money in the title.”
You’re Profit First certified. I had Mike Michalowicz on the show already, and I’m a big Profit First fan myself. I think the word ‘money’ makes sense in there. How has the response been since the rebrand?
It’s so interesting because sometimes, as experts, we resist the thing that we’re experts at. It’s just this weird thing that we do.
I’m smiling and laughing because it’s so true.
Looking at the data of the show, we kept going, “The top podcast episodes are on money and mindset.” I resisted it for so long. What happened was I went and got Profit First certified. I was like, “I do this.” It was a validation and confidence-boosting thing. It made me feel ready to claim that. It’s still a weird thing to claim as a woman that the thing you do well is to make money, grow money, use money and talk about money. People say to me, “We just love that on the podcast. You say, ‘I love money.’”
It’s not just that. I’m going to dive right into your bingeable factor right away. Did you know that you have a bingeable show?
People tell me I do, but I’m always like, “Are they just saying that?”
First things first, I want to explain to the audience so they understand a little of your structure. You have a lot more solo shows where you’re teaching, advising or it’s just you. You have guests shows in there, but so many of the Money Mindset Show are all interviews. There isn’t a lot of that solo going on in a lot of the other shows out there. Competitively, you have a different style of a show which is important. The second part is when you have something that you’re concerned about. Your readers have a 2:00 AM problem. They have cashflow issues that are keeping them up at 2:00 AM. They’re googling things and that’s how they find you. When they find you, your binge factor kicks in and then they listen to all the episodes.
Thank you for sharing that with me. The podcast is intentionally designed. I had an anxiety attack in the middle of the night. I woke up and immediately went to put the podcast app. I was like, “Who is going to talk me through this?” I couldn’t find anybody who could talk to me through it. I’ve actually been meaning to create an episode that’s like break glass in case of emergency and it’s me talking to them through an anxiety attack at 2:00 AM. It’s interesting that you say that.Sometimes as experts, we resist the thing that we're really expert at. Click To Tweet
This is the thing, the binge factor that you have. I’ve listened to thousands of shows between my clients and all the people that I interview here. Each one has themes of things that are bingeable and the way that they work. In your case, there’s a lot of straight talk. There’s a lot of this nitty-gritty, real talk, but you say things that most people don’t. One of the examples of this in which I absolutely loved that you said is, “Stop being transparent and sharing your financial statistics on how your sales are going.” John Lee Dumas and Pat Flynn do that. There’s this transparency and you’re like, “That’s not a smart business move. The IRS can see that.” You’re just frank about it, but it’s practical and smart.
It hits this point in your head as you’re listening. Your brain clicks into this and you go, “She is right.” The minute you hear that because that was truthful in a raw and straightforward way that was in service of me as a listener, it makes me go, “She cares more about me than she does about her ego and herself. I’m going to listen to the next thing she has to say.” That’s why your binge factor works is because every time you talk and give this straightforward, nitty-gritty and raw advice, it turns into something that shows deep care and understanding of where I am as a listener. Keep doing that.
It’s not easy to do when you have a microphone in front of you and you’re like, “I’m going to say something that’s going to piss people off.”
It happens. It’s okay pissing people off and telling people things that are not the most common as long as you can back them up and you do with good reasons why.
That’s the important part of my brand, as we call it The Bold Money Revolution Podcast. We talk about being bold. I say bold is saying the thing you’re unwilling to say and doing the thing you’re unwilling to do. Not in a way that goes against your values, but in a way that pushes you to do that uncomfortable thing that you’ve been leaving on set or holding back. That’s what gets you to stand out in a crowded marketplace because most people are just so unwilling to do that.
We’re so unwilling very often as women to not say something to hold it back. I was having this argument with my daughters about how I am not a fan of you holding how you feel about something. However, there are times and places for things and how we learn to determine when those times and places are. We had to have a discussion about that. Being too bold all the time is too much, but not doing it when you sit back and walk away from a conversation saying, “I should have said something about that.” Like getting a haircut, if you should have said, “I like my bangs long. You deserve the haircut you got,” that’s one of my more common examples. Your podcast is going great. What made you decide to start it at the beginning?
I started it for two reasons. I started it because I’m not the hugest fan of social media. Back in 2017, we were still in and probably still are in the free Facebook group and free post 3 to 5 times on Facebook. That’s not the business model that I wanted to have. I don’t think it’s sustainable and it actually works. Women tend to over-nurture anyway and forget to ask after they’ve given all the value. I wanted one place that they get something for free. That was the one thing. I was like, “If I do a great job at delivering high-value content in this podcast, that’s my free. Plus, an opt-in obviously, but that’s it.” I don’t have to be saying and spraying all over the place my free value. The second reason why I did it was because I was horribly anxious about pitching other people’s podcasts. I was like, “I’m going to create my own.”
You were afraid to go and tell, “I would like to be a guest.” That’s interesting because to me, it’s more of an easy thing now. That’s true. You get to this stage where once you’re a podcaster, it’s a different world than it was before you were a podcaster.
I was pretty typical. I know I work with a lot of women who struggle with visibility. It feels raw and vomit-inducing sometimes, depending on how you do it. I was certainly in that boat and this felt like the safest way for me to be visible. I’m good at the long game.
You’ve got some great episodes. What are some of your favorites?
It keeps getting better as things marinate and you do more of what you do. I’ve got a handful of favorites. There’s one that is everybody’s favorite episode. It’s the Difference Between Being a High Achiever and a High Performer. That’s the most listened-to episode on the podcast. Another one that I like is the Eight Stages of Business, where I walk people through what I think the eight stages of business are. To your point, I’m honest in the action that I think that they should take at each stage. I’m also clear at what stages in their business I can help them. My entire podcast is designed to be an external sales process.
Do you think that you have a lot of clients who still listen?
I do because the way it’s built is that if you were listening to my podcast and you are working with me either one-on-one or in my mastermind and/or you’re in my group program, it all goes together. It becomes almost an immersive learning experience because we do take some of the audio trainings we do in our program and put them on the podcast or vice versa.
That’s what I was going to say. My next question was, “Are you efficient about it?” In one of our podcasts, Feed Your Brand, we use our coaching calls with our clients as our podcasts. We’re creating our content at the same time we’re training our clients.
A lot of the ones where there’s a guest, it’s a case study, client or person in my program. There’s one that we did around burning your business down because everybody wants at some point to burn their business down and that featured a client. That’s another one that everybody gets a lot of value out of. My favorite ones are the ones where people are like, “That helped me and made a difference in my day, life and business.”
You said you don’t love social media. Normally, I talk about five things here. We’re starting to narrow them down to three. That’s this new transition to our show here because three of them seem to be focused on each other. We’re lumping them together now. What are some ways that you increase your listeners and engage with them if you’re not feeling all that comfortable on social media?
I like social media to be efficient and I find that it’s not often efficient. Everything that we do externally is a part of our customer journey and walking people through making a decision one way or another. If they decide that they want to be listeners or followers, that’s fine too, but we want them to at least make a decision in that process. We do use Instagram and LinkedIn to attract and promote the podcast as well as it becomes a referral. The podcast is a referral source in the sense that somebody is like, “You should check out Tara. Go listen to her podcasts.” They listened to the podcast and then they come in the door that way, guesting on other people’s podcasts. Those are all the ways.
Now, you do that all the time and feel bold about that. I’m so glad to hear that. It’s still working to engage the community and use it as a referral and a way to warm up potential clients or group members. That’s still a great way to be using social media. You mentioned you have few guests. How do you decide what’s going to be a good topic? What kind of process do you use for that?
My client’s questions, what I’m seeing happening in my group programs, things people ask me and things I want to talk about. We follow a very specific sales process. What we do a lot on the show is objection handling, qualifying a lead and nurturing a lead. Those are getting them when they’re in the buyer’s process of that initial trigger incident like the thing that happened like, “What’s the pain point?” Not the problem, but the pain point. A lot of people come to me and they’re tired, don’t know how to use their time and fatigued. We’ll talk about that. The eight stages of business were to help them assess where they are and know if they should join one of our programs.
I love that you call it a pain point, not the problem. That seems like a much greater way to approach your topics.It's still a weird thing to claim as a woman that the thing you do really well is make money. Click To Tweet
They’re having the pain point before they even know what the problem is. If you speak to the problem, you might miss them. You have to back it up. That’s something that I’ve learned. I’ve been terrible at that, but I’ve learned that over time.
If we weren’t The Bold Money Revolution, we had talks about some money here. Some people look at that as straight-making money off their show monetization. Where do you see the value of what your show is doing for your business and you?
There is value in a number of ways. I know we talked about monetizing the show in lots of different ways. You could do ads and have sponsors. Mine is my sales process externally. I’m reducing my sales calls by about 80%.
That’s a big deal right there because your time is valuable.
There are a lot of people out there who are like, “I’ll never do another sales call again.” I want to be clear that I don’t believe in that because I think that there’s a lot of great that can happen when you have a sales call. I don’t want to eliminate them completely, but I also don’t want to put unnecessary barriers in the way for somebody who wants to buy and join a program of mine. I’m primarily talking about my group program because if you don’t work with me one-on-one, we do need to have a conversation. By the time they even get on the call with me for a one-on-one call, which is a high-ticket offer, “How do I pay?” That’s the conversation.
I just wanted to make sure that you’re real and there’s a face behind a voice. We made that shift in 2017 because I read Company of One by Paul Jarvis. He makes one comment about educating your audience. I used to get so temperamental about that like, “Why do I have to educate them? I just want to talk about what I want to talk about.” That one comment shifted a lot for me.
Now, it’s a combination of aligning it to the customer journey and our sales process to reduce the time on those sales calls. There’s a tremendous value in having these assets, reusing the audio in other places and building upon the audio in our programs as using it as a resource for our clients to continue to go back to pulling things out. Even after they might have been listened to and played, we were always resharing something. There’s a lot of value in the goodwill.
That care for your audience that I was mentioning before, that goodwill goes a long way and kicks in that Law of Reciprocity that says, “You serve me so well, Tara. I loved what you said. I used it. It was effective and now, I want more.”
It gives people something to share and talk about.
We were talking about pain points there. It made me think about how you started your podcast, the things that bothered you and the pain points that you had. What was your biggest pain point when you first started? What might have kept you from pulling the trigger and getting it started? What was the most difficult part?
It’s my head trash. I spent three days in bed crying after I launched it. I was having such a vulnerability hangover.
I’ve talked down a lot of clients after their launch. The amount of people who want to redo their first episode is high, and it’s mostly women.
As a kid, I was bullied. I have ADHD, so things tend to shoot out very impulsively, which is helpful sometimes, but my mom didn’t appreciate it when I was a kid. She always used to yell at me, “Put a filter on it.” I had to learn how to take that filter off in order to be visible in my business at all. With the podcast, it’s a lot of fear like, “Nobody is going to listen to it. I’m going to attract haters.” It’s all of the mindset stuff.
You’ve gotten away at the beginning. What would you say the hard part of keeping going is?
For me, I’m habitual and consistent. It’s my whole jam and it’s what I help business owners do. I know that some people have trouble with that consistency. It’s not the consistency for me. It’s making sure I’m taking the time and space away to be creative.
You don’t want to turn into programmatic.
I do a lot of research and talking to people. I try and be a very good listener and pick up on a nuance of something that they’re not even saying. I’m talking about that on the podcast and having those conversations that are going to be unique and different to all the other business coaches and sales coaches that are out there. “How can I demonstrate my uniqueness creatively through this show?” If I can’t do that, then it doesn’t seem worth it.
You talk on your show a lot about the amount of time you review financials and how often you check your bank account. There’s a mindset issue to that. How about your show? How often do you review it? Do you take a periodic look at it? I’m very certain you do not watch your stats every single day.
Not every day, but weekly. I do watch them weekly because what you measure gets improved upon if we’re looking at it and understanding it. It’s not just the only metric. It’s a part of a group of metrics that we have. Those downloads are tricky stuff. It’s one of the only metrics in my business that I’m like, “I don’t trust and believe it. I don’t know.” I do check in things weekly. I can tell when people are bingeing. I like to see what’s most popular. It helps me come up with content and ideas of things to talk about. I don’t measure myself against it. I want to be clear.
You are not your downloads. Your downloads are not you.There's a lot of value in sharing something. There's a lot of value in goodwill. Click To Tweet
This is not the number on the scale. I would not have been able to do that probably in the beginning.
Are there some changes now in the future? Are you feeling comfortable with The Bold Money Revolution brand and where things are going now? Are you going to make some changes to the show?
We’re definitely going to make some changes in terms of content. We’re always looking at that. We get smarter and learn with every new batch of podcast episodes that we do because we batch and then I take a step away. Maybe sometimes something comes up where I’m like, “I’ve got to talk about this and we’re going to throw it out there.” We evolve. Business, at the moment, there are things that are happening now that are relevant that we need to be talking about that maybe we weren’t talking about before.
You keep saying we. There are many podcasters who come on the show who don’t have much of a team. What does your team look like?
In terms of my podcast, I have somebody who helps me with marketing. They sit in that as a CMO. I have a lot of ideas. I love to market and sell, but it’s good to have somebody to bounce things off of, “What do you think? What are you seeing? How would this land with you?” It’s the same person who does my production.
You got it hand-in-hand. They know what’s going to be in the episode and how it’s going to go. It’s easier to plan the marketing.
They’re managing the dashboard and the project management. They’re collecting the graphics from the designer who has got graphics that are going along with the show. They’ve got the show notes person.
To other podcasters who are thinking about using this to grow their groups, programs and other things, what advice do you have for them?
The show is not about you and what you want to talk about. I like to talk about some things too that may or may not ever make it to the show. It’s about adding value, showing up and being in my highest level of service to the people who I want to support and who I care about their success in the world. It’s about what they need and making them the star of the show.
When we do that, we naturally start to create a show that is in alignment with how people are going to buy from you. You’re leading with empathy. We want to always be mindful of making sure that it matches up with our sales process or else you’re not leading them anywhere and taking them on a journey. I always say, “My podcast is free for you. It’s not free for me.” I do want to make sure that it’s having a return on the investment of time, money and energy that I’m putting into it, or else I wouldn’t feel good showing up for it.
Tara Newman, you are fantastic and a bold podcaster. The Bold Money Revolution is a fabulous show. Everyone should check it out. Thank you for coming on and sharing with us.
Thanks for having me, Tracy.
There are many things that I took away from this. She reduces her sales calls by 80% and goes straight into more qualified conversations. That’s fabulous. She touches on pain points, not problems. She has trouble believing in the metrics of podcasts that many of us do, and I am in the business. This is a good thing. It means that she had to find value elsewhere. Tara Newman is looking at her podcast as a part of her sales strategy and her ability to warm up an audience, help them soft-qualify in the process and serve extremely well her complete free offer.
I keep getting this again from my good friend, Mike Wise, who is going to start a show. He is a LinkedIn expert. He and I have this conversation all the time. He is always like, “That’s a great lead magnet,” and I’m like, “I don’t want to do it.” I got a podcast on it and that is my lead magnet. That’s the way Tara is looking at hers as well. It’s looking at your show as being chock-full of these fabulous lead magnets and amazing topics that are going to serve an audience to help them make some immediate success and make them come back to you for further conversation because they’re ready to find out what more you can do for them and what they can do with you. That’s a great conversation.
I love what Tara is doing. The show is fantastic with great advice. I listened to some shows and I was like, “That sounds smart that I should definitely do that.” You’re going to take some advice away too. Have a notepad ready. I use my phone. I have a little notepad from all the different podcasts that I learned something from and I have little ideas there. I call it my idea journal. It’s right on my phone. That way, when I’m listening, I can just flip over and jot down that note before I get it. Sometimes I’ll jot down a quote. Tara is full of these great ideas in all of her episodes. You’re going to want to check out The Bold Money Revolution Podcast with Tara Newman.
I’m excited about the new format that we’re shifting into here with the show. We’re not going to do the five things anymore. We’re going to do more like the three things because there’s so much overlap in them. We were getting a lot of the same answers. I don’t want to do the same thing again and again. You know I don’t love to do that. I have to mix things up for myself. Now that we’ve hit over 100 episodes, I’m on the path to revamping it. I would love to hear from you. What other things would you like to know about? I know that you guys love the bingeability feature. When I talk about their binge factors, I know you love that because you’re always commenting on it.
If you’re not following us on social media, you should be. Go to @TheBingeFactor everywhere, Facebook and Instagram. I’m on Pinterest, @HazzDesign, because that’s still my old Pinterest. I kept it because it’s great. We post out short little segment videos. Very likely, the best quote that happened in the show is already in a short video there. If you’re looking for something to share, you want to share this episode with friends, share something that happened or share the podcast, in this case, what Bold Money Revolution is about, share something that was said there, I guarantee you, we probably already pulled it out into a video clip for you somewhere in the scope of our social media channels. You will find it there.
We appreciate you following us, sharing the show and sharing with other podcasters. If you haven’t started your podcast yet, I hope that Tara removes some barriers for you. Let’s take out some of those objections, get rid of the head trash and get started on your show now. If you’re already starting your show, you want to come on mine and your head is getting in the way of thinking that you’re not good enough, let me tell you, there are all kinds of ways we can help.
There are ways that we will send you an evaluation pack on your show and say, “Here’s why you’re not right. Here’s why you’re perfect.” You would be surprised how many people are afraid to recommend themselves for my show and then turn out to be the perfect guests. They didn’t even realize how perfect they actually already were. Get out of your own way, start your show, promote your show and keep podcasting. I’ll be back next time with another episode of the show.
- The Bold Money Revolution Podcast
- The Bold Money Revolution
- Mike Michalowicz – Previous episode of The Binge Factor
- Difference Between Being a High Achiever and a High Performer – The Bold Money Revolution Podcast Episode
- Eight Stages of Business – The Bold Money Revolution Podcast Episode
- Feed Your Brand
- Company of One
- @TheBingeFactor – Instagram
- Facebook – The Binge Factor
Love the show? Subscribe, rate, review, and share!
Join the Binge Factor community today: