Podcast Advisory for the Financial Advisor, with Eric Brotman
If you’ve listened to a few episodes of Podcast Marketing Radio, you know that our goal is to help small business owners through the power of podcasting. Our guest for this episode, Eric Brotman, is the perfect example of how a business can be transformed when you make the leap into the world of podcasts.
We were lucky to hear Eric’s story—a story of chance, really. Eric is a financial advisor and was not familiar with the world of podcasting, digital media, or even building a brand and audience. He visited a FinCon conference back in 2017 and spent some time wandering the aisles. Through conversation and connection, he decided to start appearing on some podcasts as a guest. After getting connected with a team to help land podcasting opportunities, Eric was a guest on over 20 shows.
He loved it and decided to jump in and start his own podcast. Since then, Eric’s financial advising business has grown into three businesses, he’s published a book and numerous free resources, and is currently in season four of his podcast, “Don’t Retire… Graduate!”
So, just what is his secret to success? Eric was gracious to sit down with us and chat about some of his tips, tricks, and insights for small business owners getting into the world of podcasting. Here are some of the key takeaways:
- Podcasting leads to other revenue streams
- A podcast does not make money in and of itself. It is not the mechanism for making money, but rather a bridge to different revenue streams. We go over this in detail in Episode 3 of Podcast Marketing Radio, so go and check that one out.
- Eric was able to open up different revenue streams because of the platform and audience he built through his podcast. While putting out valuable content, he connected with people and realized what kind of products and services they needed. This resulted in him writing and self-publishing a book as well as many free resources like online classes and worksheets. These assets help earn money, either directly, or by bringing additional clients into his financial advising business. He was also able to open a consulting business and media company with the podcast momentum!
- Start where you are and get some help
- It’s pretty normal to feel nervous about being recorded, and putting yourself “out there” for people to listen to. While Eric has always enjoyed public speaking, he also shared how important it is to keep the mindset that one day you will look back at your first episode and laugh. Anyone would! We all have to start somewhere, and the best place to start is where you are.
- In addition to the public speaking part, some small business owners might be interested in starting a podcast but feel daunted at the technical work that needs to go into it. If you’re a financial advisor like Eric, that’s your area of expertise, not podcasts and digital media. Eric spoke a bit about how getting started in podcasting required reaching out for help and expertise.
- There are professionals and experts who can help you with all kinds of important functions to produce a podcast, ranging from graphic design artwork to getting guests for your show. You, as the podcast host, are responsible for showing up authentically and providing good, quality content. You won’t be perfect to start, but once you start moving, you can continue to learn and grow.
- Show up as your authentic self
- Authenticity is the most important thing for a podcast host. You cannot show up and do a good job if you are not passionate about what you are doing and the content you are creating. “Fake it til you make it” may be good advice in some situations, but it’s always obvious when you’re on a podcast. So, be true to who you are and allow your audience to see the real you.
- Podcasts are an excellent medium for in-depth conversation and discussion. Eric noticed that after starting a podcast and being authentic to himself and his values, he could connect with listeners-turned-clients on a more meaningful level.
