Episode #48
Your Dream Client Ignores Your Emails. They'll Say Yes To This.
The person you most want as a client is going to ignore your next three emails. Ask that same person onto your podcast, and they'll give you 45 minutes of undivided attention, on the record, and thank you for it afterwards. There's a version of that which isn't a trap. Back in January I put out an episode called "Why Guest Interview Based B2B Podcasts Don't Work." I'm not taking a word of it back. But I did leave a door open. Interviews should support your strategy rather than be your strategy and there is exactly one use of a guest that genuinely does that. Almost nobody does it, because a load of people tried it in 2020 and did it so appallingly that the whole idea now smells. I'm Neal Veglio , and in this episode of B2B Podcasting Insights I take the Trojan Horse apart — the move from Stephen Woessner's Profitable Podcasting that B2B LinkedIn spent five years ruining — and show you what's left when you remove the one thing that made it rot. We look at the three questions that decide who to ask, why most people approach the wrong stakeholder, the five rules that stop a recording turning into a sales ambush, and where the deal actually gets raised. Because it isn't where you think, and it isn't by you. There's also a simple test you can run on any name on your guest list right now. Plus a Founder FAQ from Yusuf in Sheffield on whether transcripts are actually worth publishing, and a quick tip about the dead logo sitting in your email signature. Useful links Podknows Website https://podknows.co.uk The invitation email + the three questions, on one page https://podknows.co.uk/invite B2B Podcast Growth Diagnostic https://podknows.co.uk/diagnostic Podcast Audits https://podknows.co.uk/audits Leave me a voicemail question https://podknows.co.uk/voicemail Or email me directly: neal@podknows.co.uk Timestamped summary 00:00 The prospect who ignores your emails 01:02 The January episode — why guest interviews don't work 02:07 All of that still stands, but I left a door open 02:52 Profitable Podcasting and the Trojan Horse 03:29 The bit everybody skipped 04:20 How the Dream 25 became the Dream 2,500 05:09 A flat-pack horse from IKEA 05:31 It isn't the invitation, it's the deception 06:06 The three questions before anybody gets an invite 07:18 Don't book Janet, book Janet's head of content 08:33 Three or four a quarter, chosen deliberately 09:41 The case study I haven't got 10:03 Three hosts who invited me on, and became clients 11:28 The five rules, starting with disclosure 13:30 Publish it like it actually matters 14:35 If a deal comes, it comes from them 15:11 Open the door and tell them what's inside 15:57 Founder FAQ: is a transcript actually worth it? 17:52 Quick tip: the podcast badge in your email signature 18:40 The invitation email link.
