Hey Creative Class, happy Martin Luther King Jr. day, if you’re in the United States. This week, we’re deconstructing the TGI strategies used by Sean Douglas, host of Life Transformation Radio, a show that hosts guests to discuss how they transformed their life and founder of the Success Corps.
Who: Sean Douglas is a U.S. Air Force Veteran, TEDx Speaker, Master Resilience Implementer & Suicide Awareness Trainer, Business Positioning Strategist, International Radio Show Host of Life Transformation Radio, and Author. He’s a suicide survivor who hit rock bottom. He believes that you were created for a purpose, and once you unlock your true potential, you will elevate your life, which is why he founded The Success Corps. Sean works with Entrepreneurs, Speakers, and Business Owners to improve their Positioning in the Market which increases Profitability while decreasing their anxiety and stress so their business thrives.
Traction: Sean started Life Transformation Radio in 2017. When he started the show, he realized that while podcasting as a medium was saturated, there was still tremendous room to grow. He also knew that he could create his own market category and he could elevate his content by being in a league of its own. With that thought, he used blogtalkradio.com to start a live podcast, where he interviewed people about their transformation in life. By creating his own category, he distanced himself from traditional podcasters. For audience traction, he attributes his success to conditioning his audience to receiving him. What does that mean? Effectively, he became omnipresent, all over social media. He does that by posting 4 times each day, on all social media channels. In order to have the stock of content in order to post that much, he repackages the content that he has from past guests and turns them into audiograms or inspirational content. Every piece of content that he posted would link back to his show for people to find it. Lastly, he ran campaigns on Facebook that run for $1 per day to increase his awareness and listenership (this practice now requires a higher daily minimum with Facebook).
Growth: Sean tracks his growth through podcasting charting platform called Chartable, where he is able to see where he stands vs. all other podcasts. In order to grow his audience, he created a list of the top 100 people that he would like to have as guests on his show. He knew that the people he targeted would have audiences of their own, and he leveraged their following to grow his listenership. After each guest came on the show, he would ask for referrals if they knew someone on his list, and recommendations of other people that he should have on the show. By getting his desired guests, he achieved the content that he was aspiring for. What was most impactful, however, was with those guests came their email lists, i.e. a list of subscribers to all of their content that have opted into email updates about that person. After each show, he would ask his guests to email their lists to announce that they had just been on his show. Each time that happened, his numbers jumped. The bigger the guest, the larger their email list generally was.
Income: Sean started making money through affiliate sales, where he makes money from selling someone else’s product. He realized that every time he had an author come on the show, he could make money by helping to sell their book – his first revenue stream. Since then, he has created multiple other revenue streams. He sells a $47 eBook that is a speaker strategy guide of getting booked to speak. Given that a lot of his listeners are interested in changing their life, it’s helpful to have this product at the ready to sell when they visit his website. As he continues to increase his listener base, he grows his email list so that he can send out updates and add value to his listeners as much as possible. Often times, his listeners want more than just the updates, and would prefer to have Sean consult with them on projects or businesses. He also has traditional advertisers on his show, that he just reads each time he has a live show. He recently created a clothing line called LYB Inc., which is an empowerment clothing line.