It’s more than exciting.
Even if you’re just starting out, you can leverage scores of interview opportunities – podcasts, livestreams and summits – to get in front of fresh audiences worldwide.
So you can move them to your audience and into your programs.
But there’s a catch:
Most coaches, consultants and entrepreneurs walk away from interviews empty-handed because they view them as a way to deliver information.
Instead of a way to deliver opportunity.
When you discover the difference and make a few important adjustments, you can see the results from your interviews soar!
In the dark about how to do this? Here are four ways for you to change your approach to ignite more interest with your interviews.
So you can finally grow your list, add new leads (and even new clients) to your business.
This post is for you if:
- You’re excited by the wide variety of outlets to get your genius out into the world with interviews.
- You’re discouraged because getting clients from these interviews feels like a crap shoot, and you don’t want to waste your time.
- You’d love to discover how to frame your interview responses to create the desire and yearning that leads people onto your list and into your programs.
POINT
Dish on the Difference
Stop getting caught up in the weeds!
I know, it’s a gas to explain what you do and how you do it. Unfortunately, that’s the fastest way to get your audience to tune out.
What really gets them excited is when you paint a picture of the difference your special skills make for them. How you help them:
Feel better
Look better
Make more money
Get a promotion
Put on a staggeringly successful webinar
Or whatever valued outcome you help them experience.
Of course … deliver great content. If you have series of points you want to make – make them. But be careful!
Over-teaching = overreaching.
Spend most of your time diving into the difference each content point makes. The problems it solves for them. How they remain stuck when they ignore it. How they soar when they take action on it.
If you really want to make their imagination dance, add a story or a case history of a successful client.
People don’t pay for your process, they pay for your payoffs.
Always directly link your content to the problems they solve and the results they produce.
POINT
Form the Frame
Nothing is worse for an audience than hearing an interview guest answer a question by diving into a long, drawn out explanation.
Always begin by framing the content in a way that that ignites their curiosity and gets them interested and intrigued in what you’re saying.
Why is it important? What difference will it make for them? What is the cost of ignoring it? And, if you really want them hanging on your every word, promise an amazing story of a specific outcome this idea helped create.
So your audience will stay with you until you get to the punchline. Because they know a pot of gold awaits them there.
EXAMPLE:
“That’s a great question, [ Host’s Name ] !”
“Because too many entrepreneurs trip themselves up from the start, making one crucial mistake, that’s almost impossible to recover from.”
“I want to show your audience a few simple but powerful adjustments they can make. That actually resulted in one of my clients converting 4 sales in her very first month in business!”
POINT
Reference the Resource
Just because you can’t sell as an interview guest, doesn’t mean you can’t mention that you work with people, how you work with people and the results the folks you work with get.
All of these are an enticing way to move people to connect with you after the show to inquire about how you can create similar results for them!
You might be surprised how much detail you can offer on a popular program, without violating the agreement with the host not to make paid offers.
EXAMPLES:
1.
“I do a lot of work with entrepreneurs in our Profit Seduction Mastermind dealing with the exact problem you just mentioned.”
2.
“That reminds me of Mary who was really struggling with her message before she joined one of our Seductive Message Mastery intensives. We spent an entire day tightening and targeting the positioning for her signature talk. She went right out and booked 15 sales conversations at her very next talk!“
You can also use this to create incredible desire and ‘tease’ the free resource you’re going to make available to listeners at the end of the interview.
EXAMPLE:
“That’s just one way to add more perfect leads to your list.”
“I don’t have time to dive into all 15 list building avenues I work on with clients, but in a few minutes I’m going to reveal how to access a list of all of them – including templates that make applying them super easy – for FREE!”
POINT
Claim the Contrast
The problem with information that isn’t positioned properly is it fades into the woodwork. So while it might be helpful, it’s not memorable.
And if it’s not memorable, your impact fades the moment the interview ends.
But there is a fast path to the kind of “Top of Mind” excitement we all yearn for. It’s called contrast.
Contrast is the ability to open a gap between:
The cost of doing nothing (or doing the wrong things) to solve their problem. And the payoff taking the right action can bring.
When both the cost and the payoff are emotionally compelling, the greater the contrast between them. And the greater the contrast, the more desire you generate in your audience to escape the problem and embrace the solution.
And the greater their desire, the more likely they are to follow you out of the interview, onto your list and into your programs.
Doctors do this impeccably:
“If you don’t watch your diet, you could be dead in two years. If you do, you’ll not only live to walk your daughter down the aisle, but watch your grandchildren grow up.”
Lots of contrast. Lots of emotion. Lots of desire.
Even when you are offering tips or ideas, offer contrast UP FRONT:
- This is what it costs you if you don’t take these steps.
- This is what you can gain if you do.
- This is the pain that may be in store if you ignore this problem.
- This is the celebration that awaits you if you tackle it.
You can also use contrast to compare your ideas favorably to things they’ve tried that have failed:
Why is yours’ different?
What makes it fresh and unique?
Why will this work when other things they’ve tried haven’t?
So, why are these four ideas so important?
Because you’re avoiding the trap of offering a bunch of emotionally neutral information. And presenting emotionally compelling solutions to their most painful problems instead.
And if you solve enough problems and offer enough solutions during your interview, not only does it position you as the person who can solve THEIR problems. And pave the path to THEIR dreams.
But all that emotional momentum you built during the course of the interview is going to need to go somewhere at the end of the interview. Which is why the free offers made at the end of interviews that use these four tips perform so much better.
So your audience doesn’t just give you pats on the back. But follows you, gets on your list and signs up for your programs.
Too many entrepreneurs view interviews as an opportunity to explain their approach and their business.
Which is why so few interviews lead to concrete results.
The goal is not to explain.
It’s to position you as the perfect person to solve their problems.
To create desire for the impact you can have on their life.
To show them what they should want and why taking action towards having it it will make a massive difference in their lives.
Not to educate them on details which they won’t remember.
But to drive home the difference you make – which they will.
You can’t create interest unless you communicate the cost of the problem first.
Using these four keys to can help you do both. And get more tangible results from your interviews.
Now that you have an interview strategy that can lead to clients, wouldn’t it be great to discover other powerful avenues to connect with clients who can pay what your worth?
It doesn’t have to be an impossible dream. But it doesn’t happen by accident. You have to be intentional in seeking out top-tier clients for your top-tier work.
If you’re wondering exactly how to do that, I can help. With 21 specific suggestions that can make your high end client search a whole lot easier. Take a look!
