✊ New Live Course: Craft Your Killer Concept
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Hi friends, Today I’m launching something new. A 4-week live accelerator program called Craft Your Killer Concept. The goal is simple: Redesign your show around a niche-dominating concept that is easy to grow and sells your offers on autopilot. This is for you if:
The program is based on a simple observation: Most podcast marketing advice assumes that you already have a highly attractive, easy-to-market show, and that all you need to do is get it in front of people. In my experience, however, less than 1% of shows meet this bar. Which is exactly why marketing and growing them is so hard. The reality is that in a world with so much insanely good content available for free… No listener will take a chance on your show unless you can hook them with your 5-second, single-sentence pitch. A pitch that instantaneously communicates why your show is different and better than all the other shows they’re already aware of (and possibly even listen to). Let's not kid ourselves, nailing this pitch is a beast of an undertaking. And yet, if you want to grow a podcast (or any content) today, it's a problem that sooner or later, you have no choice but to solve. Of course, communicating the value of our show is a problem most hosts obsess over... writing and rewriting their show one-liner, description, and elevator pitch to capture the real value and experience of their show. And yet, despite all their wordsmithery, they never quite hit the mark. The reason? Contrary to what most people think, nailing your pitch is not a copywriting problem. It's a show concept problem. See, when you have a refreshingly original, gut-punch resonant concept, getting people interested in and excited about your show is easy. The hard part, of course, is ideating and developing a truly killer show concept in the first place. In fact, by my estimation, concept development is the single hardest part of podcast marketing. Which is why almost no one (outside networks and studios) talks about it, let alone teaches it. Which is too bad. Because, unless you’re a celebrity or in a niche with zero competitors, developing a killer concept is the single biggest growth lever available to you. Without a killer concept, there’s almost nothing you can do to market your way to success, no matter how much time or money you spend marketing your show. With a killer concept, on the other hand, it becomes hard not to succeed, as word of mouth growth kicks in, you get featured regularly by the podcast platforms and other media, and you organically get added to “best podcasts in [your niche]” lists. In short, your concept matters. A lot. Which is exactly why over the next month, I’m going to be working closely with a small group to overhaul their concepts into audience-attracting, client-converting machines. Here’s how we’ll do it: First… We’ll start by understanding the Concept Mechanics and listener psychology behind how podcasts actually grow… and the specific Conversion Triggers your podcast must contain to turn listeners into buyers. Next… We’ll analyze your market to identify your unique “wedge opportunities” to gain a foothold as a must-listen show for a segment of the market… and develop a personalized rubric of how to position your show to grow fast (no matter how crowded your category). Then… I’ll help you rapidly develop several dozen concept ideas—ranging from small but powerful tweaks to your existing show to radically different angles you’ve never considered—which you’ll then whittle down to a handful of your favourites for audience testing so you know with 100% certainty that your new concept is marketable, all based on a clever, single sentence pitch. And finally… We’ll take your top three concepts and flesh them out into an engaging, easy-to-make episode template, weaving in your core brand messaging, Conversion Triggers, and a series of listener attraction and retention hooks. By the end of four weeks, you’ll have not one but three highly attractive show concepts, any one of which is primed to become the go-to show in your niche. All of which have been specifically designed to solve the business or marketing challenge you need them to solve—from growth to conversion to credibility to authority and more. Regardless of which concept of your show you choose to go forward with, you’ll immediately get better ROI on every hour and every dollar you invest in producing and promoting it. The details:
In short: I want to make sure you get all the support from me you need as you go through the concept development process. This is the first time I’m teaching this material in a group program, and I want to make sure everyone gets significant personal feedback and support from me. For that reason, I’m placing a strict cap of just 10 spots available in this group. Given that my product development and promotion calendar is already filled up through the end of 2026, I won’t be offering this program again until January 2027 at the earliest—likely at a significantly higher price. The deadline to enroll is Tuesday, February 10th at 11:59 PM Pacific. Or when the 10 spots fill up. I’ve put all the program details on the product page below. Check it out here: If you have any questions, hit reply and send them my way. I’ll be reading and responding to all of them.
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