I’ve noticed a marked difference between meeting a prospective client at something like a networking event and meeting a prospective client who has found me through our podcast. The differences are really striking and certainly worth some analysis.
1. First Impressions - At a live networking event, first impressions are of course critical. Even if I meet someone that happens to need our services, I have such a brief amount of time to convey that I am competent, trustworthy and can actually solve his or her problem. The whole “vibe” around networking events can often feel like a rushed feeding frenzy.
A listener, on the other hand, has already developed a first impression, only at a time and pace that is convenient for him or her. There’s been no rush, no awkward silences. She has already become comfortable with my voice and generally has a frame of reference as to who I am and what I know.
2. Relationship - I have no relationship with someone I just met at a networking event. We’re starting at square one for sure. But I do indeed have a relationship with my listeners - even the ones who don’t write or call in. The listener gets to know me over a course of several episodes. If I’ve done a good job, the listener even comes to depend on me for my content.
That kind of give and take, even though we may not have personally met yet, constitutes a sort of relationship. When that listener takes the first step toward becoming a customer, we aren’t starting at square one. We have already been transacting in information, which makes future transactions less of a “stretch.”
3. Indoctrination - I’ve spent a lot of time over the past year trying to convince folks of the importance of blogging. What’s interesting is that I have a very poor batting average when talking face-to-face with folks. I often find myself in situations where I am asked a very complex question and expected to give a simple answer.
That question is often “How can I bring more traffic to my website?” As I begin to explain the very basics of search engine optimization, link baiting, backlinks and the like, I usually see my prospect’s eyes glaze over by about the fourth sentence. People in “conversation mode” often aren’t prepared to really learn something in-depth.
If that same prospect had stumbled upon our episode on blogs and blogging, he would have learned a great deal at a time and place that was convenient for him. It’s a totally different experience and often results in a potential customer that is better informed about, in this case, blogging, and why it would really help his business.
In conclusion: I want to point out that these observations are based on my real-life experiences with listeners that have contacted me to inquire about contracting the services of Promethius Consulting, LLC, of which I am a founding partner.
I hope those of you in business will take another look at the benefits of podcasting and consider giving it a go this year. As with any marketing endeavor, don’t expect it to pay off in windfall proportions overnight. Instead, I see it as a solid investment that pays increasingly well over time.
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