✊ The odds are stacked against you... (but there's a way to change that)
Published 11 months ago • 3 min read
Hi friends,
The odds are stacked against you.
You don’t have to look far to find stats to prove it.
Here are a few when it comes to podcasting:
75% of podcasts don’t make it to episode 10… and half of the ones that do don’t make it to episode 20
The median podcast gets 30 dl/ep… and even a top 1% show only gets ~2,000 dl/ep
Rough estimates suggest that perhaps just 1–3% of indie shows even break even on their production costs, let alone make significant income
The stats in other creative fields aren’t much better:
85–90% of YouTube channels stop publishing within a year
Most blogs only publish 1–5 posts before becoming inactive
One in ten label-released albums makes its money back… with the same being true for movies and venture-backed startups.
And then there’s the world of business, where:
20% of businesses fail in the first year
50% fail by year 5
And 65% fail within 10 years
Hmm...
No doubt about it, making a living from creative work is a daunting task.
But here’s the thing.
The stats are lying.
Or at least, they’re not telling the whole story.
Because while it’s clear that the shows that break through are the exceptions to the rule…
And that they are often made by creators who are exceptional themselves in several distinct and important ways…
Many of those exceptional qualities—of both the shows and the people—can be learned, adopted, and refined by anyone.
Which is when the odds of success begin to tip from one-in-a-million… almost to the point of inevitability.
In this season-finale episode of Podcast Marketing Trends Explained, we break down and explore the traits of the truly exceptional shows—and more importantly—the creators behind them that we can all apply to stack the decks in our favour.
To all you exceptional readers and listeners, thanks for following along this season.
It's been an enlightening one for me personally, and I hope it has been for you as well.
If you're feeling generous, hit reply and let me know something this season of the show has got you thinking about.
Stay Scrappy,
PS. Starting next week, I'm working 10 business owners who want to package their expertise into an easy-to-sell, easy-to-scale Logic-Based Offer™ offer that converts based on its structure… rather than pressure, persuasion, or sales tactics.
Since developing and refining this offer for myself, I’ve been helping my clients develop their own Logic-Based Offers around their expertise.
Most often, these are coaches, consultants, advisors and educators with businesses like mine that are:
Showing promise, getting their clients results… but stuck hovering around the $100k revenue threshold.
Together, we pull apart their offers and their sales process, and then reassemble the pieces so the logic cascades perfectly:
↘️ Business Goals
↘️ Business Model
↘️ Offer
↘️ Promise
↘️ Diagnosis
↘️ Prescription
↘️ Deliverables
↘️ Structure
↘️ Sequencing
↘️ Price
↘️ Payment Plans
↘️ Risk Reversal
Just a few results of this work include:
Tom, a consultant — who built a new, $25,000 offer around work he was already doing for free, sold four of them almost immediately, generating $100,000 in revenue.
Alice, a book coach — who converted her existing $4,000 offer into a $30,000 offer and signed two perfect-fit clients almost immediately after rebuilding the logic.
Geoff, a couples therapist — who raised the price of his group program, repackaged it in new sales materials, and ran an Activation Campaign that quickly generated $24,000.
Philip, a strength training and fitness coach — who ran a low-lift Activation Campaign while juggling a full-time job, a three-episode-per-week podcast, and an active coaching business, and brought in $15,000
Heidi, a coach for freelance fashion designers — who unlocked more than $20,000 from her first Activation Campaign after restructuring her sales process.
My goal is to add you to the wall of fame of client wins listed above.
And to do so, I’ll be spending lots of time with every member, giving you everything you need to develop, validate, and launch a new Logic-Based Offer that brings in clients and cash.
There are 10 total spots available.
If you’re interested and you meet the criteria above, hit reply with “Offer Logic” and I’ll send over the full program details.
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