5 Steps to Creating a Passive Income Business (fueled by your podcast!)

Hey Friend!

I am going to talk to you about the five steps to build a passive income business from your podcast. Whether you have a podcast already or you don’t, this is a must-read. I want to walk you through what I have been able to create – partnered with God – that isn’t life-sucking, but it is fulfilling. It is built on a Biblical foundation, but that will ultimately provide for my family, my community, and the Kingdom of God, and creates a lot of impact in people’s lives.

My mission is to help all of you get there as well. I want to unlock something inside of you where you don’t care what people think, you’re unafraid of failing, you know the steps to take to get to where God is trying to take you, and you know not only who you are, but Whose you are. Business is a calling from God on so many people, and you can create a business that glorifies Him and brings you joy and blessing on this side of Heaven.

I’m going to map that out for you and pray that it blesses you, gives you hope, and shows you a little bit about where you are in this process. Hopefully, it also shows you how you can get to a place of passive income and where you can go to find out how to execute these steps. Let’s dive in…

Using Your Podcast to Create a Passive Income Business in 5 Steps

If you would like to join me in Podcast to Profit, I would recommend that you apply for that program now at podcasttoprofitmastermind.com. It’s a six-month group coaching program for podcasters, teaching you how to grow your show, use podcast SEO, get more downloads, build an offer (coaching or course), sell using your podcast, launch selling, pitch a podcast, Pinterest, and so much more!

Step 1: Build An Audience

• At this point you’ve gotten clarity – if you aren’t clear on what your calling is, go take Clarify Your Calling.
• You know what you’re creating and have a business plan. Now you’re ready to build an audience so you can sell them something; help the people you are called to help, creating passive income for you and your family.
• In order to build an audience, you need to have a micro-micro-niche, which we go into in Podcast to Profit. You need to make sure your niche is relevant to your target audience. Do you know who your target audience is? Check out Episode #584.
• You have to deliver valuable and engaging content constantly; making sure that your podcast is resonating and people enjoy it. You’re laser-focused on solving one problem for one person and giving them one clear outcome.
• Allow your podcast to be the visibility you need with podcast SEO, keywords, and podcast titling strategy, which I teach inside Podcast to Profit.
• I teach this using podcasting and you don’t even have to have social media. At all.  I applaud my students who turn off their social media accounts while going through P2P to prove to them they don’t have to have it. Your podcast IS the marketing tool. Your podcast is what grows and scales your business; bringing in that audience for you.

This is going to take time. I typically tell my P2P students – you never stop building. Let’s be real – you need 250-1,000 Superfans who follow all your stuff, to get to the passive income level. It’s different for everyone; you have to be here for the work no matter how long it takes.

Step Two: Create Trust with Your Audience

• Building trust is critical because we can’t just have an audience who likes one of our episodes and then hops to the next person.
• This is why we don’t build on social media: they’re in that cliquey mindset.
• But we create trust when we go deep with people on the podcast. We share emotional experiences. We use something I teach in P2P called Story-mapping to connect with people. We have:
  • High-quality content
  • Knowledge of what they need
  • Their verbiage, their words
  • Been solving their problems because we know what their problems are; we did market research to prove it.
  • Been in the trenches with our people, regardless of whether we have two people or two hundred thousand people.
• All of these efforts go a long way in creating loyalty and longevity. When your person is a loyal fan, and they believe in you, follow you, and open your stuff, those people will convert because they want more of you.
• They are not satisfied with just the free stuff on the podcast – which is a huge blessing – they’re going to want to go through whatever offer you have. They trust you. There’s loyalty and longevity.
• There’s also a friendship in a way; even though you don’t actually speak to each of your Superfans. Your Superfan feels seen, heard, and understood by you because of the way you show up for them on your podcast and in your stuff.
• We cultivate trust through our podcast, but we also do it by going deeper into email marketing and a community, which I teach you how to set up in Step Two of Podcast to Profit.

Step Three: Build an Offer

• Once you have a devoted audience, it’s time to create one thing your person is truly seeking. Not the thing that sounds fun to build. Not the thing that sounds easiest for you. You’ve got to build an offer they are demanding. The only way to do this is to know your person intimately well. There is a whole methodology we go into in P2P to figure out what the right offer is. 
• The internet will tell you to do whatever you want: sell this product, do a membership site, or write an ebook. Here’s the truth: you can do whatever you want. But when your audience is small – and most of my Lolas and Larrys have under 1,000 Superfans right now – you don’t have the audience YET to make the passive income you need to support your family and grow your business.
• I’m not opposed to an ebook or membership site, but I would reserve that until you’ve passed 10-20,000 Superfans. You just don’t have the numbers to support a tiny offer. It actually hurts you to have a tiny offer because you’re distracting your audience.
• We’re going to avoid that when you go through the Stef Gass School. We’re going to offer one of two things: Coaching or a Course. You can have an e-course or run it live like a program.

What matters is that you are building something authentic, true, simple, clear, easy, and non-fluffy, that gets your person a result in as little time as possible for a fair price. That is what we build together in P2P, Step 3.

Step Four: Sell Your Offer

• Once you have your signature offer, you have to showcase it and sell it to your audience.
• My favorite way to do this is through podcasting. I teach you how to do this, direct-to-consumer, through your podcast.
• My other favorite way is to market through a live launch. This is a way for you to hang out with people for a longer period of time and get them to see what the offer’s all about.
• There are a few other fun ways I teach you to sell, like CTA Marketing.
• You have to be able to sell your offer in an engaging way, with clear marketing, clear communication, and an amazing value proposition that gets people to say, “That is what I need. That is worth the investment.” 

There’s a whole psychology to what makes sales actually work and that is in Step 4 of Podcast to Profit. 

Step Five: Scale Your Success

• Once you have a proven offer, are making consistent sales, your podcast is flourishing, and you’re seeing downloads increasing, you have a few options:
  • You can get distracted and create another offer.
  • You can get distracted and go make a bunch of reels or start a TikTok account.
  • Or, you can not get distracted. If you know this is working, then it’s time to scale what’s working. I believe you can scale one offer, with one podcast, straight up past six figures. I’ve seen it over and over again with people who stick with this process.
• Yes, it takes time. I’m seeing an average of three years until we’re seeing those consistent sIx-figure numbers.
• You’re going to be in the game starting over for the next decade unless you stick with something and see it through.
• This is not at the expense of your family. This is not at the expense of your priorities, your time, or your faith. It’s a passive income business you can build sustainably over time, that will eventually get you to this amazing place. 
• If you want it to be full-time, it can be. That’s when you decide to scale the one thing that’s working. I have several strategies in Step 5 of Podcast to Profit: Pinterest Marketing, repurposing onto a blog, and podcast pitching.

But before you get to that point, you actually want to make a few dollars and prove to yourself this is viable and foundational; that it is sustainable and actually works, providing you and your family with the passive income you need.

Wrapping It All Up

These are the steps I believe in and have proven to be true, not only in my business but in thousands of other businesses. I want to show you what that looks like. If you know you want to get started, I want you to apply at podcasttoprofitmastermind.com – my six-month group coaching program. We go through these five steps together:

• Build an audience.
• Create trust with your audience.
• Build an offer.
• Sell your offer.
• Scale your success.

You’ve got me for bi-weekly coaching. You’ve got office hours with my team where you implement and break off into groups together, Facebook community, back office, templates, tutorials, the how-tos, and the steps. You don’t have to wonder what to do first or scour the internet looking for the right platform, software, or how to price something. I literally give everything to you and coach you through it. At the end of this thing, you will have a business you can be proud of.

I hope this gave you some clarity on what it really takes to start a business centered on God, which is foundational and will withstand the test of time.

I pray this blesses you!

Xo,

Stef

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Before you go, be sure to watch the free workshop!

This free workshop is for you if you want to grow an online business in less time.

It will teach you how to explode your audience without the social media hustle, make consistent sales using a podcast, and plan, record, and launch a podcast with ease!

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