How to Clarify Your Brand and Podcast Tagline – Live Coaching

Hey Friend!

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

The TSO is not fluff but extremely clear and to the point. This tagline can make or break whether someone stays on your podcast page, listens to your show, or visits 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 you have built and optimizing the podcast you have launched. And that’s what we are diving into today.

Creating a Tagline in Podcast To Profit

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

Molly: I went through P2P and stuck with the first thing I thought about 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, which helped me clarify 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 in their accounts. Focusing on budgeting itself doesn’t solve that problem because I know there are many mindset issues around money. I am trying to change my TSO because I know I have leaky holes in my sales, which are 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 Tagline

Stef: A couple of years ago, I was struggling with what to do with my business. I had clarity within my business, but I also helped people with many other things besides my central content pillar. I helped 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 entirely blank stares. They 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 when I looked at my podcast downloads, something switched in my brain. My podcast downloads had stagnated for 14 months because I desperately tried to articulate this unclear message to them. 

The people listening to my show didn’t know what I was talking about because I was unclear. They just wanted to make money from their online business — their podcast. They wanted to know how to start a podcast because it is challenging. 

Finally, I realized that I cannot get people to buy from me when discussing something that seems impossible for them. Then, I realized I could grow my business when my audience believed in 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 fundamental and extraordinarily dull. 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—it’s me and probably you, too. You might feel like you don’t want a boring TSO because it diminishes the meaning and purpose of your work. In your situation, Molly, we can not teach your audience to live abundantly 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 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 see more money or live on less? What’s the actual verbiage she is saying in step one? Later, we will teach her to live abundantly, and you can tell 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 want ‘Frugal Living Tips,’ and others wish to help with budgeting. When I was talking to the people during my market research, many 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, mainly 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 if I need to focus on the ‘Sticking to the Budget’ side of things.

Use Keywords In Your Tagline

Stef: What are your pillars?

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

Stef: ‘Habits’ is not something I hate, but we must define it. Possibly “Financial Habits”. If budgeting is 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% 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 discuss many other things supporting it. Since budgeting is such an excellent keyword for you, and she wants to see it in the TSO, I recommend having it there. But I give you verbal permission not to spend all your time on that content. 

Next Steps to Grow Your Online Business

I am so proud of you, Molly, for working hard in P2P. I loved hearing Rockell’s testimonial. 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 Rockwell did, with a group of people supporting you, myself, my team, and the community, plus have the back office training, 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 Podcast Pro University. 

Suppose you already have a podcast and need help refining the process. In that case, 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 a thriving, profitable business.

Can’t wait to see you inside the mastermind program!

I pray this blesses you!

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