How to Clarify Your Brand and Podcast Tagline – Live Coaching

Hey Friend!

Today we are digging into one of the most important pieces of your brand and your podcast — the TSO statement.  If you aren’t familiar with this term, TSO stands for tactical-specific outcome. This in essence is the tagline of your entire brand! It’s what you do and it’s your promise. 

The TSO has no fluff but rather it’s extremely clear and to the point. This one tagline can make or break whether or not someone is going to stay on your podcast page, listen to your show, or stay on your site. It has big shoes to fill!

When you join Podcast To Profit (P2P), my mastermind for online business entrepreneurs, we spend a lot of time refining the brand that you have built plus we optimize the podcast that you have launched. And that’s what we are diving into today. Continue reading to learn from my P2P student, Molly Benell, and see how I helped coach her through refining and clarifying her tagline for her brand.

Testimonial

Hi! I’m Rockell and my podcast is The Scholar Budget, helping students earn a debt-free degree and navigate finances. Let me tell you I am so in awe of all the amazing work that Stef and her team have put into this program because I released my podcast in early October and I was able to secure 15 reviews after the first week of releasing my podcast! If I had done this on my own, (1.) I wouldn’t have really seen the importance of the reviews and (2.) I wouldn’t have had a strategy on how to get those reviews.

Being a part of Stef’s program has been amazing. I am really grateful to be a part of Stef’s program. Her team is awesome. It feels so much better to go through this podcast journey with Stef and her team versus doing it on my own. Thank you so much! -Rockell

Podcast To Profit Coaching with Molly Benell

Stef: Hi Molly! You have The One Income Family and you want to work on your TSO today. Tell everyone where you are in your business.

Molly: I went through P2P and I stuck with the first thing that came to my mind for my brand. But I knew I needed to get more clarity because I was rebranding. God wanted me to do finances, but in what direction? I had no idea. So, I did market research and that really helped me gain clarity on where I should go. But, against what I was hoping for, the market research definitely led to “budgeting”, which is not what I wanted. 

I want to help people live abundantly, regardless of the amount of money that is in their accounts. If I am focused on the budgeting itself, I don’t think it solves that problem because I know there are a lot of mindset issues people have around money. I am trying to change up my TSO because I know I have leaky holes in my sales and I know it’s in the messaging. So, I am trying to clean that up and get clarity on everything so it makes sense. I am trying to get my audience to want to connect more. My downloads are growing exponentially, but I’m not getting anyone who wants to work with me. 

Understanding The Purpose Behind Your Business

Stef: A couple of years ago I was really struggling with what to do in my business. I had clarity within my business but I also help people with a lot of other things besides my main content pillar. I help people make money and start podcasts. But I often wanted to do more. In my heart, I was like Molly. It was hard to see the importance of what I was already doing. I thought there should be more. I told my mastermind group about how I was feeling and they would stare back at me with completely blank stares. They simply said to me, “You help people start podcasts”. 

I thought there was so much more to it than just that for my business. I was mad at the fact that that’s all they said, but then when I looked at my podcast downloads, something switched in my brain. My podcast downloads had been stagnant for 14 months because I was so desperately trying to articulate this unclear message to them. The people listening to my show didn’t know what I was talking about because I was not clear enough. They just wanted to make some money from their online business — from their podcast. They wanted to know how to start a podcast because the idea of starting one is really hard. 

Finally, I realized there’s no way I can get people to buy from me when I’m talking about something that seems impossible for them. Then I realized that I could grow my business when my audience believed in me and trusted me.

The concept behind my business is having people listen to my podcast (because that’s my top-of-funnel), then learn how to start a podcast, and then make money online from their podcast. It’s extremely basic and extraordinarily boring. That’s not even the meaning or the heart behind what I do in my business, but that’s what she needs me to say for her to click to listen. And this is the ripple effect of changing her heart posture. 

I’m sharing this story with you because it’s not just Molly who feels this way, but it’s me and it’s probably you too. You might feel like you don’t want a boring TSO because it feels like it’s diminishing the meaning and the purpose of your work. In your situation, we can not teach your audience to live abundantly, Molly, unless we tell them how to find more money, and that’s by sticking to their budget.

Using Your Avatars’ Words In Your Tagline

Molly: My brain is trying to figure it out. You know how you say you need to do 80% answering what the TSO is and 20% non-TSO work. I don’t really want to talk about budgeting that much. 

Stef: You don’t have to be pigeonholed into the budget. Let’s find your umbrella. But I think living abundantly has to go. What does she want? Is it to find more money or live on less? What’s the actual verbiage she is saying in step 1? Later we will teach her to live abundantly, and you can say that all you want in other episodes, but you don’t want to say “abundantly” in the TSO.  I think you need to say:

• Find More Money

• Live on Less

• Budgeting

Which do you think it is? If it’s not budgeting, could it be frugal? Is there another word you can use? 

Conduct Market Research To Help Clarify Your Tagline

Molly: This is where I struggle. Fifty percent of the people want ‘Frugal Living Tips’. Other people want help with their budgeting. When I was talking to the people during my market research, a lot of them didn’t want help with their budget per se, because they already knew how to budget, otherwise they wouldn’t be on one income. They wanted to know how to stick to the budget. That encompasses both of the things. I have been focusing on that the most. 

I got on another market research call and it was mostly focused on ‘Thriving’. I’m not sure what I need to focus on the most. Most of the people, my avatar, are like us — they are trying to build a business or have a side hustle to bring in more income. I’m not sure if that’s the thing I need to focus on or the ‘Sticking to The Budget’ side of things that I need to focus on.

Stef: What are your pillars?

Use Keywords In Your Content Pillars

Molly: ‘Budgeting’ and ‘Mindset’ are the two main pillars and ‘Faith’ is my 20%, where I talk about faith every now and then. Just on the previous call, Stef, you said ‘Healthy Habits’, but today you said ‘Strategy’ and that really resonates with me. But that is under the ‘budgeting’ category. 

Stef: ‘Habits’ is not something I hate, but we have to define it. Possibly “Financial Habits”. If budgeting is really turning you off, I’m not opposed to you using budgeting in the TSO and going 50-50% on content. ‘Budgeting’ 50% of the time and the other 50% of the time is ‘Mindset and Habits’. 

Budgeting is such a buzzword for you. You don’t just have to talk about budgeting. Yes, podcasting is one of my main keywords but I talk about a lot of other things that support podcasting. Since budgeting is such a great keyword for you, and she actually wants to see it in the TSO, I recommend having it in there. But I give you verbal permission that you don’t have to spend all your time on that piece of content. 

Tagline Ideas

Molly: That is definitely a mindset issue that I am having.

Stef: Let’s play with a few options here. It can be something like 

• Stick to your budget so you can live on less 

• Thrive on less

• Stick to your budget so you can thrive on less

• Financial habits so you can stick to your budget

• Financial strategies so you can stick to your budget

Molly: I really like the word ‘Strategies’. 

Stef: I like ‘Stick with your budget’ because it helps bring people in. I am going to give you permission to not always talk about budgeting, but you can talk about 

• Financial strategy

• Frugality

• Money mindset

• Financial habits 

• Budgeting 

It all points to the same TSO.

Molly: That feels a lot better than what I have come up with.

Stef: You have permission to talk about the mission work inside why we are doing these things in the content as much as you want, even in your messaging and your intro. That’s ok with me. But remember you need to get them in to listen first before you begin to talk about those outcomes. 

Next Steps to Grow Your Online Business

I am so proud of you Molly for working hard in P2P, and I loved hearing the testimonial from Rockell. Not only did Rockell start a podcast, but she came out swinging and secured herself 15+ reviews right out of the gate. I’m cheering for you both. 

If you are ready to launch a podcast like Rockell did, with a group of people supporting you, myself, my team, and the community, plus have the back office trainings, the tech support, and all the how-to’s on growing your online business, then you are in the right place. Podcast Pro University teaches you how to get it done. If you are looking to learn how to start and launch a new podcast, head over to podcastprouniversity.com. 

If you are not sure if podcasting is the right fit for you, head on over to this free workshop that is 40 minutes where I will teach you all about podcasting. You’ll come out knowing if it’s a good fit or not for your online business model. Plus, I will teach you how podcasting can make you money. 

If you already have a podcast and you need help with the refining process, building the course program, monetization and optimization plus everything in between, Podcast To Profit (P2P) is for you. I teach you everything you need to know to make your podcast into a thriving profitable business. Can’t wait to see you inside the mastermind program!

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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