Podcast Marketing Academy

Outcomes

• Develop a marketing system
• Implement data-driven marketing strategies
• Scale your subscriber base efficiently
• Connect with a network of professional podcasters

What's included?

• OFFER LOGIC™

  Design an easy-to-sell, easy-to-deliver core offer structured around unique insights on your topic, custom frameworks and IP, then validate it with 3-5 sales within 6 weeks.

• THE CONVERSION CONDUIT™

  Develop and deploy key assets to eliminate friction in your sales process and ensure it’s both effortless and attractive for the right people to opt into a no-pressure sales conversation.

• THE KILLER CONCEPT™

  Develop (or refine) your Killer Concept: ie, an easy-to-make, easy-to-market, “best in class show” that generates buzz, and word of mouth growth while accelerating your ideal clients' "time to conversion".

• THE CONTENT STRATEGY SCHEMATIC™

  Augment your show with additional content channels strategically designed to attract your ideal buyers, automatically (but subtly) communicate your key sales messages, and systematically convert them into customers.

• THE EXPOSURE ENGINE

  Pour fuel on the fire and increase your lead flow based on a streamlined exposure strategy that is simple and sustainable to execute, doesn’t rely on social media, and is perfectly tuned to your preferences, creative energy.

• One-to-One Business Diagnosis & Accelerator Call

  Where we'll document the current state of your business to diagnose issues and ID bottlenecks and opportunities. Then, we create an actionable game plan: North Star Goals, projects, priorities, and immediate next steps.

• Trainings, Playbook & Template Library

  6 years of existing training & resources, featuring a collection of core podcast marketing trainings, plus 40 ultra-tactical playbooks with step-by-step checklists, companion trainings, examples & templates.

• Group Coaching w/ Jeremy

  Where every week, you get personalized feedback, support, and direction from me. You tell me what you’re working on, where you’re stuck, and the options you’re considering, and I’ll give you insights on how to proceed.

• Podcast Marketing Academy Community

  Where you can get your questions answered and solicit feedback between the calls.

Courses

First500

1 section • 12 lessons

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First500

1.Welcome to First500

2.Access Your First500 Playbook

3.The 6 Boxes Every Show Must Check In Order to Grow

4.Optimizing For Marketing Efficiency to Get More Growth w/ Less Effort

5.How to Identify & Reach Your Best Fit Listeners

6.The Minimum Viable Audience Avatar

7.Podcast-Market-Creator Fit: The Simple Framework Behind Every Successful Show

8.3 Steps to Finding Podcast-Market-Creator Fit

9.The Phases of Podcast Growth (& How to Navigate Each of Them)

10.Legwork Marketing: The Guaranteed Path to Your First 500 Subscribers

11.Optimize Your Podcast SEO for In-App Discoverability

12.Scaling Up Your Marketing

The Content Strategy Schematic

5 sections • 46 lessons

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Understanding Content Strategy (& Why Almost Everyone Gets it Wrong)

1.🧰 Access the Content Strategy Schematic Workbook (Pt 1)

2.👨‍🏫 Overview of The Content Strategy Schematic

3.👨‍🏫 The 2x2 Content Rubric

4.👨‍🏫 Key Principles of Content Marketing

5.💬 Group Discussion

The Chain of Beliefs: The North Star of Your Content Marketing Strategy

1.👨‍🏫 Introducing the Chain of Beliefs

2.👨‍🏫 The 5 Categories of Beliefs Behind Every Sale

3.🔍 Example: Building A Second Brain's Chain of Beliefs

4.👨‍🏫 How to Identify the Beliefs Your Sales Depend On

5.✍️ Exercise: Identify Your Customer's Core Required Beliefs

6.🔍 Example: How I Apply the Chain of Beliefs to My Marketing

7.👨‍🏫 Build Your Case By Making Assertions

8.🔍 Example Top-Level Brand Assertions

9.👨‍🏫 Backing Up Your Assertions w/ Proof

10.🔍 Example: How Peaceful Profits Uses Assertions & Proof in Content Marketing

11.💬 Q&A

Systematizing the Belief-Building Process

1.🧰 Access the Content Strategy Schematic Workbook (Pt 2)

2.👨‍🏫 Recap of Key Concepts So Far

3.👨‍🏫 Brand & Platform Level Content Strategy

4.👨‍🏫 Podcast Content Strategy Archetypes

5.💬 How Aligned Is Your Current Platform Strategy?

6.👨‍🏫 Show Level Content Strategy

7.🔍 Example: Strategic Show Concepts

8.👨‍🏫 Order of Operations: How to Align Your Show Concept w/ Your Business Goals

9.💬 How Strong Is Your Current Concept?

10.👨‍🏫 Episode Engineering Level Content Strategy

11.🔍 Example: Strategic Episode Blocking

12.👨‍🏫 Final Notes on Episode Engineering

13.💬 Episode Engineering Q&A

14.👨‍🏫 Topic & Guest Level Content Strategy

The Infinity Loop Content Strategy

1.👨‍🏫 Recap: What We're Trying to Achieve Via Our Content

2.👨‍🏫 Overview: The Infinity Loop Content Strategy

3.👨‍🏫 The Infinity Loop Stack

4.👨‍🏫 Core Marketing Problems the Infinity Loop Solves

5.👨‍🏫 Common Infinity Loop Show Formats

6.🔍 Example Infinity Loop Concepts

7.👨‍🏫 Two Questions to Guide Your Infinity Loop Design

8.💬 Q&A

Live Implementation Workshop

1.👨‍🏫 Welcome

2.💬 The Difference Between an Infinity Loop and The Podcast Growth Engine

3.🛠️ Workshopping a Brand & Marketing Podcast’s Infinity Loop Concept & Chain of Beliefs

4.🛠️ Workshopping a Single-Season Sub-Concept to Sell a Specific Offer

5.🛠️ Workshopping an Infinity Loop Concept for a Business Podcast

6.💬 Question: How Important is Consistency of Format?

7.🛠️ Workshopping a Live Coaching Style Infinity Loop Concept

8.💬 Is Your Current Format a Distraction From What Really Matters for Your Business?

The Sales Accelerator

7 sections • 33 lessons

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Welcome & Overview

1.Sales Accelerator: Overview

2.Sales Accelerator: Key Principles

3.Sales Accelerator: Next Steps

[Optional] What We're Building Towards: The Podcast Growth Engine

1.Overview: The Podcast Growth Engine Model

2.The Core Components of A Marketable Show

3.Order of Operations: How to Get Results

4.Phase 1: Validation

5.Phase 2: Traction

6.Phase 3: Scale

7.Phase 4: Back to Basics

What We're Building Now: The Sales System Schematic

1.Overview: The Sales System Schematic

The Offer Calibrator

1.Assess Your Offer (Or Offer Idea)

2.Offer Design Overview

3.Key Principles of Product Design

4.Determine Your Design Constraints

5.Audience Empathy Pt 1: Identify & Select Your Big Picture Problem

6.Audience Empathy Pt 2: Identify Complaints & Root Causes

7.Map Out Your JTBD-Based Deliverables

8.[Optional] Brainstorm Additional Offers

9.De-Risk Your Offer

10.Synthesize Your Offer Into A High-Converting Sales Presentation

11.Create Your Component Presentation

12.Walking Through My Sales Presentation

13.Wrapping Up

The Conversion Conduit

1.Design Your Conversion Conduit

The Activation Campaign

1.Campaign Overview & Key Principles

2.Scope Out Your Campaign

3.Write Your Offer Doc

4.Write Your Invite Email

5.Write Your Welcome Email

6.Map Out Your Campaign Emails

7.Assess Your Campaign

Next Steps

1.Post Campaign Next Steps

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The Podcast Growth Engine Model

6 sections • 57 lessons

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Core Goals & Design Challenges Your System Must Address

1.🧰 Access Your Worksheet

2.Welcome & Overview

3.👨‍🏫 Three Types of Content Marketing Hamster Wheels

4.👨‍🏫 The Tactic Trap

5.👨‍🏫 Thinking In Systemic Solutions

6.👨‍🏫 3 Layers of Systemic Alignment (or Misalignment)

7.👨‍🏫 Offer Math

8.💬 Q&A: Offers & Business Models

9.👨‍🏫 4 Core Business Functions to Design Our System Around

10.💬 Q&A

11.🔍 Case Study: The Marketing Challenges My Growth Engine was Designed to Solve

12.🔍 Case Study: Installing the Core Infrastructure (In a 2-Week Sprint)

13.🔍 Case Study: Designing V2 of the Growth Engine from Scratch

14.🔍 Case Study: Detailed Walkthrough of My Growth Engine Schematic

15.💬 Q&A: My Growth Engine

16.🔍 Case Study: The Business Results From My New Growth Engine

17.✏️ Exercise: Rapid Business Analysis

18.💬 Q&A: Business Analysis Insights

19.✏️ Exercise: Calculate Your Baseline Average Customer Time to Conversion

The Podcast Growth Engine Hardware

1.🧰 Access Your Worksheet

2.👨‍🏫 Recap & Check In

3.👨‍🏫 PGE "Hardware" Overview

4.💬 Discussion: How Strategically Aligned Is Your Podcast Strategy?

5.👨‍🏫 PGE Component: The Load Bearing Offer

6.👨‍🏫 PGE Component: The A-List Lead Magnet

7.💬 Discussion: How Aligned Is Your Lead Magnet?

8.👨‍🏫 PGE Component: The Minimum Viable Value Email Strategy

9.💬 Discussion: Email Strategy

10.👨‍🏫 PGE Component: The Conversion Conduit — Overview

11.👨‍🏫 PGE Component: The Conversion Conduit — CTAs

12.👨‍🏫 PGE Component: The Conversion Conduit — Conversation Catalysts

13.👨‍🏫 PGE Component: The Conversion Conduit — Conversational Sales

14.👨‍🏫 PGE Component: The Infinity Loop Podcast

15.👨‍🏫 PGE Component: Additional (Optional) Content Channels

16.💬 Q&A

The PGE Software

1.🧰 Access Your Worksheet

2.👨‍🏫 Software Overview

3.👨‍🏫 Your Big Idea

4.✏️ Exercise: Define Your Big Idea

5.👨‍🏫 Your POV

6.✏️ Exercise: Define Your POV

7.👨‍🏫 The Chain of Beliefs

Core Principles

1.👨‍🏫 Overview of the Core PGE Principles

2.👨‍🏫 Design for the System, Not the Components

3.👨‍🏫 Craft + System

4.👨‍🏫 Build the Plane as You Fly

5.👨‍🏫 Design for Tension

6.👨‍🏫 Optimize for the Right Things

7.👨‍🏫 Evergreen > Disposable

8.👨‍🏫 Infinite Future Customers

9.👨‍🏫 Continuous Optimization

10.👨‍🏫 Design For Infinity

The Role of Tactics

1.👨‍🏫 Tactics Overview

2.👨‍🏫 Exposure Tactics to Fuel the System

3.👨‍🏫 Conversion Tactics to Accelerate the System

4.💬 Reflections & Takeaways

Live Attendee Workshopping

1.PGE Workshopping: Service Based Business in the Fashion Industry

Who is this for?

• Expertise-based business owners looking to attract and convert clients through their podcasts
• Professional podcasters looking to grow their shows and diversify their revenue streams
• Podcast industry professionals looking to improve their marketing chops
• Marketers looking to understand how to master and integrate podcast marketing into their strategy toolkit