This comes from one of our newest clients who’s in that fantastic position right now, and it’s time for her to scale up her influence and impact without taking more time and energy. When you take on most of your clients through relationships, referrals, speaking engagements, etc they can come easy, but they’re coming for the relationship with YOU. They don’t want leverage, they don’t want something scaled. So the key to breaking out of that and taking on clients who are willing to get less of you but still enthusiastically sign up is about way more than just lowering the price. Your level of influence has to go up. Podcasting builds real, enduring influence. In the book I break down the 3 elements of influence, which are authority, visibility and relationships, and there’s a lot I could say on how podcasting works for each of those elements. But a story is best. Jay Campbell is a perfect example. He’s one of just a few influencers and experts in the men’s hormone optimization space, and he’s approaching 300 episodes of his podcast, which we’ve produced for over 5 years. He has a ton of men reaching out to him asking to work with him personally. Of course he doesn’t have time to take on all those, so he partnered up with another influencer in the space and built a multi-6 figure group program in just a couple months. How is this possible? It’s because his level of influence allowed him to channel that demand for him into a scalable program people wanted, even though they don’t get a 1-on-1 coaching relationship with him. People’s willingness to settle for a scalable, group program is directly related to your level of influence in your space. Not just your visibility, it’s about real, enduring influence. You have to channel some of the demand for you into demand for your system. Podcasting gives you the control over your messaging, and the quality time with your audience to do exactly that. Lars Hedenborg is a great example here, because he’s so good at building systems in his coaching business that he’s removed himself from the day to day. He can spend as little as 4 hours a week inside his coaching business. But more than that, the way he markets his coaching puts more of an emphasis on his system - his tools, methodology, than on personal access to him. So by the content he puts out there on his podcast, yes he’s building influence and creating demand, but it’s not just demand for time with him, he’s creating demand for his system. And that system can be coached by people other than Lars himself. That’s the secret to being able to bring in staff coaches. The demand has to be for your system, not for YOU personally, your time, your creative problem solving, your hand holding. Now if both of these things we’ve talked about are happening, your level of influence is building, demand for you is growing, you’re channelling that demand into your scalable group program, what happens next? Podcasting frees you up to spend more of your time in marketing mode, rather than client service mode. And this is the key to making big leaps in your influence. You have the time to go write for Entrepreneur.com, or fly out and appear on the Today Show like one of our clients just did, or write a book like most of our clients have, or go after speaking engagements and podcast appearances that put you in front of larger audiences. Many of those opportunities just don’t show up in your life until you’ve created white space on your calendar and mental space in your head.