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In this interview, we discuss: The biggest benefit of networking How podcasters can use networking to grow their show The biggest challenges of networking How to network without the awkwardness Much more Connect with Basile Lemba here: Profitable Networking Blueprint BL NETWORKING (571) 263-4190 Basile@basilelemba.net HOW WE THINK OF NETWORKING When you think of networking, you probably imagine walking into a room filled with salespeople all trying to jam their business card into your hand and sell you something. Why else would you network? The purpose of networking is to grow your network. It is not to make a sale to one person. One year at New Media Expo, I bought a ticket to Cliff Ravenscraft's networking event. I thought it would be a great way to introduce my show to a ton of other podcasters who could benefit from my information. Unfortunately, I didn't know how to network properly. When I walked into the room of about 100 people, nobody noticed. I got a drink and few snacks from the table. Still, nobody cared. I finally made my way over to one of those stand-up cocktail tables and joined a couple other podcasters. They were talking about their shows. I introduced myself and they asked about my show. After I told them a bit about this show, we talked about their shows. The conversation came to that awkward end where we have nothing left to say. One of made an excuse to go get another drink or something. It continued like that for the next 30 minutes. I finally faded out of the room unnoticed just like I arrived. Looking back on that day, I realized I was doing it all wrong. People don't want to know about me and my show. They want to talk about themselves. If you want to be interesting, be interested. NETWORKING TO GROW As you connect with others, find out as much as you can about that person. If it would make sense to partner and help each other grow, get their contact info. Agree to follow up to see how you might help each other reach your goals. Networking is intended to find partners, not push your stuff on people. If you create a partnership with a person who can introduce you or your stuff to 100 other people, you've leveraged the opportunity to make as many as 100 new listeners or better yet … clients. If you sell only to the person you've met at the event, you've only created one new client. To grow your podcast, we need to find people who can introduce your show to groups of people. If you tell one person about your show, you get one new listener. If that person can put you in front of a new group of people, or simply tell their audience about you, your show can find hundreds or thousands of listeners. A PODCAST EXAMPLE I was on a coaching strategy call the other night with a producer of a real estate podcast. Just like most of my clients, he is trying to grow the audience. The podcast helps people buy and sell their home. They give tips to sell the house quickly, get the best deal and mistakes to avoid. He told me they promote the show on Facebook and through e-mail when new episodes are released. Unfortunately, those people already know about the show. Those activities are doing nothing to gain new listeners. We brainstormed ideas to get in front of new listeners. I suggested they partner with complimentary services in the real estate industry to market the show. They could get mortgage lenders, closing agents and staging consultants to tell their clients about the show. If these agents could promote the podcast to their audiences, the podcast could make mention of the services. Everybody wins. The key to growing your audience is finding new potential listeners in big groups. Find partners who are already talking to your target listener. This is why developing your ideal target listener is so important. When you know what your listener is all about, you can determine who is already speaking into their lives. Partner and grow. You can use networking to grow your show if you use it in the right way. BASILE LEMBA Today, we talk to Basile Lemba. He teaches people how to network properly. Basile was born in Cameroon in West Africa. He moved to France, then Florida. He now lives in Virginia. Each time he moved, Basile was forced to rebuild his connections and network. As he attended various events, he realized most people lacked the specific know-how to properly connect with each other. That is how he founded BL Networking. Over the past 14 years, Basile has been teaching people how to properly network with each other to get results and grow their business. We are lucky to have Basile here today to share some tips that will help us grow our podcast audience and connect with powerful partners. Basile Lemba has over 30 years of experience in Networking. He is the creator of "PROFITABLE NETWORKING BLUEPRINT" and the Founder of the NETWORKING INSTITUTE. He has helped over 30,000 businesses acquire the right clients and dramatically increase their revenues. These companies range from "Mom and Pop" to MICROSOFT. He has an upcoming book on Networking titled: "Everything you think you know about Networking is Wrong!" Find Basile's program at www.PodcastTalentCoach.com/network. Do you need help with your podcast? Check out www.PodcastTalentCoach.com/coaching. Let's see what we can do. Let's turn your information into engaging entertainment.

As we move into a new year, you are probably setting some new goals. If you want to reach those goals over the next 12 months, you need to know your numbers. You can use your podcast to grow your business and make some money. In order to do that, you need to set specific goals with specific targets. That includes knowing exactly what you want to achieve. BE SPECIFIC Let's say you want to grow your downloads. That goal isn't specific enough. It is like losing weight. You will never lose weight unless you are specific about the amount of weight you want to lose. When you state that you want to lose 30 pounds by May 1st, you can measure your progress and determine if you reach your goal. When you say, "I want to lose weight", you can't tell if and when you've reached that goal. Over the next 12 months, how much would you like to grow your podcast downloads? Be specific. This past summer, I was able to double my monthly downloads by knowing my numbers. I set the goal and took specific action to hit those numbers. Doubling my downloads wouldn't have been possible without knowing exactly what I wanted to happen. DOUBLE YOUR DOWNLOADS What would it take to double your downloads over the next 12 months? If you want to grow your downloads by 1,200 over the next year, you will need to grow your downloads by 100 each month. In order to grow by 100 downloads per month, you will need to get about 3.3 new listeners each day. What can you do everyday to get in front of new listeners and encourage 3 to 5 new people to listen each day? By breaking down your numbers in this way, reaching your goal becomes much easier. Attracting 5 new listeners consistently is much easier than finding 1,200 people. MAKING MONEY How much money would you like to generate with your podcast this year? Revenue potential depends on the viability of your niche and the work you dedicate toward the effort. For example purposes, let's say you'd like to generate $60,000 over the next twelve months. How can we break that down to small steps and benchmarks? $60k over 12 months would mean generating $5,000 each month. If we assume 4 weeks a month, you would need to create $1,250 each week. Working five days a week, you would need $250 each day. What could you create that could generate $250/day or $5,000/month? You could sell one course a day at $250. You could also create a membership that is $50/month. If you enroll 100 people, that would be $5,000/month. You need to know your numbers in order to reach your goals. FINANCIAL INDEPENDENCE On the episode today, we talk with Millen Livis. She is a financial independence mentor, best-selling author, investor and entrepreneur. Millen combines her traditional and holistic education to help professional women become financially independent and retire early, so that they enjoy more choices and more freedom, without having to worry about money. Most people feel financial independence is just a pipe dream. Millen tells us how to break that mindset and jumpstart your pathway from the pipe dream to financial freedom. With the pandemic, financial education is more vital now than ever before. Job security is no longer a guarantee. Millen shows us how to begin our journey to financial freedom. You can reach out to Millen for your own consultation. Visit https://speakwithmillen.com. Do you need help with your podcast? Visit PodcastTalentCoach.com/coaching. Let's see what we can do. Let's turn your information into engaging entertainment.

Over the last few episodes, we've talked about defining your listener, finding your ideal clients and attracting them to you show. Are you now ready to leverage that attention to make money with your podcast by creating a product or service? This week, I am conducting a training called "How To Attract Your Ideal Clients and Make Money With Your Podcast". This will help you kick off the new year on the right foot. Do you want to leverage your audience and authority in your niche to monetize your show? Do you want to grow your audience to consistently produce and promote your content in just a few minutes a day? On this training, you will discover … How to create a successful podcast using your personality Why some podcasts don't make money and how to avoid these pitfalls How to attract your ideal clients with your podcast How to keep listeners coming back episode after episode to grow your audience And much more Get the registered at www.podcasttalentcoach.com/growth. Today, let's talk about 5 steps you can take to generate revenue with your podcast. CREATE Your first step is to create something to sell. Create a product or service that will help your listener solve their problems. Last week, we discussed solving the struggles and problems of your ideal listener. This is how they transform from your ideal listener to a paying client. What you create could be a digital product, a physical product, a service or an event. Build your minimal viable product and ship. OFFER Once you have created your product or service, you need to offer it to your listener. Build a store front to offer your product or service. Courses can be offered on Teachable or Thinkific. Physical products can be sold on Shopify, Amazon, Etsy, Ebay or a variety of other platforms. Services can be sold through your website, Fiverr or other ways depending on the service you are offering. Your website for coaching. Fiverr for contract work. Don't make this too complicated. Get your listener to send you money and then do the work. PAYMENT When you listeners say they want what you're offering, you need a way for them to pay you. Don't make this more complicated than it needs to be. Create a payment system so people can give you money for it. This can be PayPal, Stripe, money order or a number of other ways. This will depend on your sales platform. When I first started selling my Podcast Talent Coach workbook, it was in a 3-ring binder. People would send me money via PayPal. I would mail them the 3-ring binder. It doesn't need to be harder than that. DELIVERY We have created your product or service. You have offered it to your audience. They have given you money for it. Now, it is time to deliver it. Develop a method to deliver your product or service. Again, this depends on what you are selling. Just like I sold that 3-ring binder, be creative until you prove the concept. My first coaching client would send me a money order after I e-mailed him the invoice. Then, we would get on a Skype call each week for the coaching. Delivery doesn't need to be fancy. Be more concerned with the result your product or service delivers. MARKET After you have the first four steps working, it is time to ramp it up. This is how you begin to use your podcast to make money. Once you have an idea for a product or service that solves a problem for your listener, and you know they are willing to pay for that solution, start talking about it on your show. Market your product or service on your podcast. Let your audience know you have the solution to their problem. Then, tell them how to get it. So many podcasters mention their product once or twice on their show and then think everyone knows about it. Mention it when the topic comes up in conversation. If you have a course that helps people lose weight, mention the course when your are talking about the solution. You might say, "You need to eat five small meals a day to lose weight. In my course, we actually lay out what each of those meals should include. For instance, breakfast should consist of this and that." You are giving your listeners value. You are also mentioning that you have a course without being over-the-top about it. You aren't selling all the time. You are offering help. I have a friend who has a book out. I knew him for 6 months before I ever knew anything about it. Every week I would listen to his podcast. He would never mention it. When I asked why he didn't promote it on the show, he said he didn't want his listeners to feel like he was always trying to sell to them. There is a difference between avoiding the over-the-top salesperson and not mentioning it at all. You need to talk about your products and services on your show. Explain the transformation they experience by using your stuff. Then, tell people how to buy it. Use your podcast to promote your revenue generating thing. You don't make money from your podcast. You make money with your podcast by using it as a powerful marketing tool for your business. TRAINING Let me help you get started. Come join my workshop to find your idea. "How To Attract Your Ideal Clients and Make Money With Your Podcast". Get registered at www.PodcastTalentCoach.com/growth. Let's turn your information into engaging entertainment.

Your podcast serves a variety of purposes in the life of your listener. All podcasts need to entertain. But your podcast needs to specifically solve the struggles and problems of your ideal listener. If you have a true crime podcast or a comedy podcast, the problem of your listener is probably escapism. They simply want to get away from their everyday troubles for a bit. Help them do that. When it comes to making money with your podcast, you need to figure out how to create a product or service that helps solve those struggles and problems. On your podcast, tell your listeners what to do to solve their problems. Then, offer to teach them how with your products and services. I would love to invite you to a free training with me. It is a workshop designed to help you find your idea. It is "How To Attract Your Ideal Clients and Make Money With Your Podcast". This free training will happen on Thursday, December 31st to help you kick off the new year. Get all the details at www.PodcastTalentCoach.com/growth. I would love to see you there and help you discover how to attract your ideal clients with your podcast. Get signed up and come join us. THE PLAN This is the fourth episode in a series designed to help you create a plan to make money with your show. These shows will take you from plan through execution. I can't guarantee that you will make money, because only you know your niche, drive and work ethic. You control your destiny. We started in the first episode with your 2021 podcast roadmap. Then, you learned how to clearly define your target client and listener. Last week, you discovered 7 places to find your client. Now that we've found your ideal client, how to we convert them from prospect to customer? A client is someone willing and able to pay for the thing you have to sell at a price that you are willing to sell it. How can you create that willingness? Solve problems. FREE PODCAST You are trying to make money with a free podcast. Listeners aren't paying to listen to your show. We need to figure out how to make money with a free product. Many podcasters feel the only way to make money with a free show is to load it up with ads and sponsorships. I completely disagree. That is the last option you should consider. There are three big reasons sponsorships are wrong. First, people are leaving traditional media to escape all of the ads. Why would you clutter up your show with a bunch of ads if your audience is trying to get away from the commercials? Next, it takes a lot of time and effort to land sponsors. There are over one million podcasts. The average audience size isn't big enough to generate big sponsorship revenue. You need to kiss a lot of frogs to find that prince. Finally, there is a limit to the revenue. How many sponsors can an episode possibly handle … four or six? There is a ceiling. Lots of work for limited income. OPTIONS Let's talk about the other options. What happens if you use the show to market your products and services or those of affiliates? With products or services, you keep your show clean from the ads. Instead, you provide value to your listeners every episode. Then, you tell them how to get more value with your stuff. When you promote your products and services instead of using sponsors, you do the work once and make money with every sale. Sponsors pay you once. When you spend the time to create a course or program, and you can sell it over and over. Finally, you can theoretically sell a digital program an unlimited number of times. You market the product or service once on the show and who knows what the revenue potential could be. It all depends on the value your stuff delivers and how many people buy it. You don't make money from your podcast. You make money with your podcast. Use the podcast to market the thing you have to sell. THE NEED When we discussed defining your ideal listener, we talked about a few things that make your listener unique. We talked about what they need. Your listeners have goals and pains. When you can help your listener reach those goals and solve their pains, you can find a solution they would be willing and able to buy. Revisit your ideal listener. What do they want and desire? Clearly identify their goals. This is beneficial when it comes to building your revenue stream. When you can clearly identify your listener's needs, fears, and pains, you will be well on your way. People will pay more to get out of pain than they will pay to achieve pleasure. People buy more aspirin than vitamins. More money is spent on doctors than gym memberships. More money is spent to fix cars than to pay for upkeep. Help your listener solve problems and overcome struggles. MONEY So, how do you make money with a free podcast? Create a product or service that will help your listener solve that problem and overcome that struggle. I am all in favor of multiple streams of income. However, you need to get one stream flowing before you can create multiple streams. Find your listeners' biggest pain. Create something they would be willing and able to buy. Then, offer to help them. On your podcast, show the audience your ability to help them. This could be coaching, teaching, demonstrating or a variety of other ways. Give them the what. Back it up with the why. The why will be most powerful. The why creates the desire. When you uncover the true why, listeners see what is possible and understand that they need your solution. Once you create the desire for a solution, tell your listeners what they need to do. The what is the solution. Now your listener says, "Yes, I can see why I need a solution." You show them what they need to do. Your listener says, "I get it. How do I do that?" You sell the "how", step-by-step. People can spend time or money. Sure, most everything is available on YouTube. You can spend hours and hours searching for the solution. Or, you can spend a few dollars and have the solution now. Smart people realize the investment of a few dollars to save a ton of time is money well-spent. This is especially true when you spend the time saved taking action to solve your problem. You are out of pain much quicker. People pay for convenience. Those are the people you want to attract with your solution. TRAINING I would love to invite you to a free training with me. It is a workshop designed to help you find your idea. It is "How To Attract Your Ideal Clients and Make Money With Your Podcast". This free training will happen on Thursday, December 31st. Get all the details at www.PodcastTalentCoach.com/growth. I would love to see you there and help you discover how to attract your ideal clients with your podcast. Get signed up and come join us. Let's turn your information into engaging entertainment. If you could use the help of a podcast coach, reach out. I would love to be that help.

If you are trying to make money with your podcast, this series of episodes will help you create your plan. Last week, we discussed defining your ideal target listener. Today, I want to help you find those listeners and potential clients. This started in episode 312 where we discussed your 2021 podcast roadmap. That is the foundation for these next few episodes. If you haven't listened to that show, I would suggest you start there. This series of episodes will help you create big things in the coming year if you take action and do the things I'm putting in front of you. I have created a workshop to find your money making idea. It is "6 ways to attract your ideal clients with a podcast". This free training will happen on December 30th. Register for free at www.PodcastTalentCoach.com/growth. Let's talk about 7 places to find your ideal clients. GROUPS Social media groups can be a great way to get in front of your ideal clients. However, you need to obey the rules. You cannot get into a group and become an instant salesperson. You need to provide value. If members of the group get tremendous value from your posts, they will seek you out for more. One way to offer value is to reply to many of the posts. Even replies of encouragement help. Every time you post in the group, you create an opportunity to be seen. You are creating top-of-mind awareness for your potential clients. Studies show that a person needs to be exposed to a marketing message three times before it registers in the mind. Create frequency to the target by being seen often. Engage and interact. Join 3 groups in your niche and offer value. PODCASTS Landing interviews on podcasts isn't as difficult as it seems if you do it the correct way. How many times have you been approached by a potential guest or representative of a potential guest asking to be interviewed on your show? I'm sure there have been times when you read the summary of the guest and realize it isn't anywhere close to being a fit for your show. I get these all of the time. It was especially true when I didn't do interviews on my podcast. They would e-mail me about their latest book and say, "I think it would be a perfect fit for your show." Really? I don't usually interview people. I especially don't interview people about that topic. That is the wrong way to land interviews. First provide some value. Pursue fewer shows that are right in your roundhouse. Last week we talked about your ideal target listener. One of the reasons we define our listener is so we can find them. Here is where that comes into play. Find 5 to 10 podcasts that also speak to your ideal client. Actually listen to a few episodes of each. Reach out to those hosts and tell them what you love about their show. Ask if there is any way you can support what they are doing. You might even provide a resource you love or a blog post from another creator that talks about a similar topic. Start the relationship and conversation. When you have developed some rapport, mention that you speak to a very similar audience. Ask if you might get on a call to discuss how you might help each other. Do this on a call and not over e-mail. If you are willing to commit the time to a discussion, you appear much more willing to help and partner. On the call, find ways to support each other. This might be interview opportunities. It might be other ways. Get creative. Work to land interviews on 3 complimentary podcasts. GIVE Creating content is hard work. Offer to help a content creator do just that. You have great content that can be repurposed across other platforms. Offer to create guest content or conduct an ask me anything for a complimentary content creator in your niche. This should not simply be a reposting of something you already used. Either create something new or refine one of your pieces specifically for their audience. By offering to create content for another creator, you lighten their workload and get in front of their audience. Everybody wins. I first learned of Erik Fisher on Cliff Ravenscraft's podcast. Erik would do a weekly segment on Cliff's show where he would highlight a new tech resource he discovered, such as an app. This added content to Cliff's show while getting Erik in front of a new audience. Find opportunities to provide your content to other content creators. CROWDS Empowering your audience to help you is a viral way to find new clients. Let your audience help you create an episode. Dave Jackson does this on his School of Podcasting show every month. He presents the question of the month at the beginning of the month. Listeners are then invited to submit audio of their answer. The final episode of the month is a collage of the answers Dave has received. Each submission gets highlighted on the show and is allowed to promote their own podcast. By creating this episode, Dave helps his listeners. He gets great content for an episode. Dave also creates the opportunity to get his listeners talking about his show. "Hey, Mike! I heard you on Dave's show last week." This creates goodwill between Dave and his listeners. It also gets his listeners in the habit of reaching out to Dave if they need help with something. Create a crowdsourced episode of your own around your solution to their problem. VIDEO Do the work once and use it many times over. You would hard to create your podcast every week. Don't make it a one-and-done. Find ways to repurpose your content. If you start with a video of the show, you can then use the audio as the podcast. You can also use the transcript as a blog. Now, you are doing the work once, you are creating the content once, but using it in three different ways. You can also use pieces of it on social media and in your newsletter. People like to consume content in different ways. Allow them to consume your content in the way they enjoy most. To get in front of new clients, repurpose your content on YouTube. NEWSLETTERS I hope you have an e-mail list. This is one connection to your audience that you actually own. Facebook can kick you off anytime they would like. You own the list of e-mail addresses of people who signed up with you. Leverage this list to get in front of new listeners. The people on your list already know you. How can you use it to find new clients? Partner with other creators in your niche. Just like you would include their segment on your show, include their content in your newsletter. They could do the same for you. This should be part of your conversation when you reach out to partner. If they have an e-mail list that they send to frequently, swap content. You can give them great content for their newsletter. They can give you great content for your newsletter. You both win. Swap newsletter mentions with two complimentary content creators. STAGES The final way this week to find your clients is stages. I don't mean physical stages. We are talking about any opportunity to get in front of an audience. Summits are a great way to get in front of a new audience and build your e-mail list. A virtual summit involves various experts giving presentations around a specific topic. People submit their name and e-mail address to get access to the summit. Sometimes you are allowed to offer your lead magnet during the summit to build your list as well. Find a summit where you can give a presentation. TWO-WAY STREET Remember with any of these ideas, you need to give first. Seek ways to help the other person succeed. It will come back around. If your partner knows you are there to help them, they will be more willing to help you. It needs to be a win-win-win situation. Your partner needs to win. The audience needs to win. Then, you need to win. Provide great value and everybody wins. Use a few of these ideas this week to get in front of your ideal clients. Then, come join me at the workshop I've created to find your money making idea. It is "6 ways to attract your ideal clients with a podcast". This free training will happen on December 30th. Register for free at www.PodcastTalentCoach.com/growth. I'll see you there. Let's turn your information into engaging entertainment.

There are many reasons why you need to clearly define your target listener. Today, I want to show you six really important reasons you should be able to visualize that ideal target listener before you ever begin recording an episode. Last week we discussed your 2021 podcast roadmap. That is the foundation for these next few episodes. If you haven't listened to that show, I would suggest you start there. This series of episodes will help you create big things in the coming year if you take action and do the things I'm putting in front of you. To help you clearly define your ideal target listener, download my Listener Development worksheet. www.PodcastTalentCoach.com/listener. This tool will help you be able to visualize that single individual you are talking with on every episode. You content will be much more powerful and connect in a deeper way. FIND THEM By clearly defining your ideal target listener, you know where to find them. This is the first benefit. When you are trying to grow your audience, you need to get in front of people who are not aware of you and your show. You need to let them get to know you. Then, you need to invite them to listen. It is difficult to get in front of the right people if you don't know who they are. Imagine if I wanted you to market a new vehicle that has been developed by a new auto company. How would you begin to market it? I believe you would begin by trying to figure out the typical driver of a vehicle like this. That driver would be different if it was a pickup truck or high end sports car or an entry level sedan. Marketing for a Porche Carrera would be much different than advertising for a Ford Fusion. You would look for those ideal customers in different places. The same is true for your podcast. Know your audience, so you can find them. HELP THEM By knowing your ideal target listener, you know how to help them. When you clearly define your listener, you know exactly where they struggle and how you can help them solve those problems. If you are in the finance niche, the financial problems of a 23-year-old just out of college are probably much different than the problems of a 58-year-old empty nester. When you can speak directly to those problems, your content becomes much stronger and more powerful. It is like you are reading my mind. Now you can attract those people to your podcast and offer them additional help with your products and services. You can't help everyone. You want to help the right people. RESULTS That brings us to the third benefit of defining your ideal target listener. When you know exactly who you are speaking to, you know you can get them results. If you help people with an online business for instance, you need to decide where they are in the life cycle of that business. Are you helping people who are just starting and trying to make their first dollar? Or, are you helping people who are making $100,000 per year and are trying to scale to $1 million? Those are much different conversations. When coaches and information experts already have a podcast and have produced at least 25 episodes, I know I can help them grow their audience and drive their business. I've done it and know it works. Does that mean my content isn't helpful for brand new podcasters or those who do it as a hobby? Not at all. The info is still helpful. But, it is most helpful for those information experts like coaches and speakers who are ready to take it up a notch. Define your ideal target listener based on who you know you can help. CONTENT The fourth benefit of defining your ideal target listener is your content filter. When you know your listener, you know what content they want. Creating content every week for your show becomes easy when you have defined your listener. You have determined their wants, needs, fears and goals. You know their struggles and problems. Speaking directly to those areas each week becomes so much easier when you have them defined. Again, your content is much more powerful. As we discussed earlier, if you are in the finance niche, the financial problems of a 23-year-old just out of college are probably much different than the problems of a 58-year-old empty nester. The same is true for their goals, fears and wants. You can create a content calendar all around these areas when you have clearly defined your listener. When you don't have a clear picture, you start saying things like, "If you're new, you should do A. But if you've been doing it for awhile, you should do B." Now you are trying to be all things to all people. In reality, you're serving no one well. Pick a target so you can hit it with solid content. CONTEXT Once you have the content, you need the context. This is the fifth benefit of defining your ideal target listener. With a clear definition of your ideal target listener, you understand the context in which your content needs to be presented. I often hear the big internet marketing gurus talk about going to a conference in the Philippines or when they were at their $100,000 mastermind that only meets twice a year at Expert X's beach house in the Bahama's. Those are people who either don't understand their target audience or their target audience is other big time gurus and not renegades like us. The context is all wrong for people trying to find their way and make their first dollar online. The first dollar people want to hear from the husband and wife who did it around their passion and have the message of "you can, too." That is context. If I know you are trying to create a side hustle around your podcast, I can't talk about flying to New York and spending ten thousand dollars to do a 30-minute interview with some famous person. It is the wrong context. Know your ideal listener, so you can create the right context. STORIES Finally, when you know your ideal target listener, you know how to frame your stories. Stories allow your listener to get to know, like and trust you. Through your stories, you listener will know what you believe and value. You trust them with details of your life. They trust you in return. When your stories elicit that "me, too" response from your listener, they stir emotion. That's powerful. In his book Storyworthy, Matthew Dicks teaches the art of storytelling. Matthew is a professional storyteller who has competes in and wins the Moth StorySLAM. These are open-mic storytelling competitions. He is fantastic at telling stories. Matthew has died twice in his life and had to be brought back to life. He has stories he tells about these two instances. However, neither story is about dying. One story in particular talks about how his parents don't come to the hospital immediately after the crash. Instead, they check on the car first. He feels all alone. He then realizes all of his friends have come to the hospital to ensure he is ok and provide their support, and that is the best gift anyone could receive. Matthew says the story isn't about dying, because the audience would never say, "Oh yeah, I remember the time I died too." That doesn't happen. Instead, the story is about feeling all alone in the world and then his friends supporting him when he least expects it. Listeners are much more likely to say, "Yeah, I've been there. I've felt all alone before." That is the power of knowing your audience and framing your stories. The fact that his heart stops catches your attention. But loneliness and friendship stir the real emotion in his listeners. GET STARTED There they are. Six reasons you really, really need to define your ideal target listener before you record your next episode. Know as much about that person as you possibly can. If you haven't listened to episode 312 from last week, go check it out. We talk about your 2021 podcast roadmap. This series of episodes will help you create big things in the coming year if you take action and do the things I'm putting in front of you. To help you clearly define your ideal target listener, download my Listener Development worksheet. www.PodcastTalentCoach.com/listener. Let's turn your information into engaging entertainment.

When podcasters come to me for guidance, we start with a free strategy session to see if and how I can be of help. During this session, we develop a roadmap for the next 12 months. If it then makes sense to work together, we discuss what that could look like. Today, I want to help you create your 2021 roadmap. This roadmap will be a fill-in-the-blank roadmap, because you and I aren't sitting down to discuss your specific show and goals. You'll need to do a lot of the work on your own. YOUR STRATEGY SESSION If you have created at least 25 episodes and would like to apply for a free strategy session with me, visit www.PodcastTalentCoach.com/coaching. You can apply right there. If you are disappointed with all of the work you've been putting into your show but seeing very little ROI, and you would like 2021 to be different – the year you begin making money with your podcast – apply for your strategy session. We'll see what is possible. This could be your opportunity. I'll show you how you can get more reach and visibility. Plus, I'll show you how to leverage the work you've already done to grow a business around your show. www.PodcastTalentCoach.com/coaching. Let's talk about your roadmap. Get a sheet of paper and a pen. Yes, go old school. The physical act of writing does something to the brain as you are creating. It activates the brain in a way that typing does not. FOUR STEPS There are four steps to create your roadmap. We will go through each. On your paper, draw a line straight down the middle of the paper from top to bottom. Now, draw a line right across the middle of the paper from side to side. You should now have four quadrants on the page. We will fill each of the four quadrants with different ideas and evaluations. TOPIC In the upper left corner, write topic. This is the first step. To be a podcast success, you need to create your show around a topic that you love. This needs to be something you can talk about for days and never get tired. I know. You're saying, "Erik, of course this is my favorite topic. Why else would I be doing the show?" Well, maybe. I'm not talking about a topic you think is cool. This needs to be a topic that really gets you excited. People should be saying, "Enough already – can't you talk about something else?" You talk about this all the time. You eat, drink and sleep this topic. Here is how we find out. Set a timer for 10 minutes. In the topic quadrant, write as many show topic ideas as you can. Don't evaluate the topics. Just write as many ideas as you can in 10 minutes. Pause the episode, set the timer and write. Then come back and push play. HOW MANY TOPICS? Ok, count the number of topic ideas you've created. If you wrote down over 50 ideas, you are on the right track. This topic comes easy to you. If you created between 35 and 50 topics, there is a good chance you have a topic you love. Your creativity or self evaluation might be holding back the ideas. Still, 35 is pretty good. If you were able to only come up with 20 to 35 topic ideas, you may want to try this exercise again. You are walking on thin ice. Struggling to come up with topic ideas will create what appears to be writer's block. Passion kills writer's block. If you love the topic, you have no issues creating topic ideas. Think about what new people in this niche need to know. Discuss terms, resources, thought leaders, how to get started, where to find the best tools and other similar topic ideas. Now, try the exercise again and see what happens. If you still struggle, you should consider a different topic. Now if you came up with fewer than 20 topic ideas, you are in the wrong niche. I don't want to be the one to call your baby ugly. However, you are going to struggle every week trying to create your show. If you have trouble deciding were to start, you won't start. Your podcast will fade away quickly. Then you are going to proclaim podcasting doesn't work. No, your topic didn't work for you. Don't start down a path that you don't love. It is too much work. BUILD THE AUDIENCE In the upper right quadrant, write audience. Once you have a topic, you need to build an audience. When I have a strategy session with a podcaster, we talk about goals. Most of the time the goals will always include "grow my audience". You need to understand that size is relative. It is more important to have a passionate audience who wants what you have to offer rather than a big yet passive audience. People search out the Apple store. Those fans are passionate. Many more people shop at WalMart. However, very few people have a WalMart sticker on the back window of their car or on their laptop. You want to create fans who will become clients. Lots of listeners are great. Lots of listeners who will buy your stuff is even better. According to Canalys Worldwide PC Analysis in October 2019, Apple ranked 4th with 7.8% of the world computer market behind Lenovo, HP and Dell. Apple was almost 10% behind number 3 Dell. When was the last time you saw anyone lining up outside a store waiting for the new HP to be released? Dell Technologies has a market cap of $52 billion. Apple's market cap is almost $2 trillion. Now, Apple phones drive that cap. But it is four times bigger. FIND YOUR IDEAL CLIENTS You want to find people who want everything you have. In that upper right quadrant, start listing people who are already talking to your ideal clients. This could be podcasters, bloggers, YouTube creators, event coordinators, associations, manufacturers, magazines, radio shows, people with big e-mail lists and anyone else talking to your potential customers. Where can you find these people? Where do they hang out online? How can you get in front of your ideal clients? In order to build your audience, you need to find people who aren't aware of you and your show. Then, invite them to come listen. SOLVE A PROBLEM After you have built the audience, you need to create something of value for them so they can give you money. Both of you need to win here. The best way to offer value to your audience is to help them solve a problem. What are their struggles? What hurdles are they trying to overcome? When you have a topic that you love, finding their problems shouldn't be too difficult. You've been there. You have been through the struggles. Determine how you can help your tribe overcome those struggles. Then, create something to sell around your solution. Solve one specific problem for your listener. If you know exactly who you help and what you help them do, your single solution should be clear. You can now find those people and offer to help. In the lower left quadrant, write problems. Now list all of the problems that exist for your ideal customer. Remember, you only need to solve one. Let's find the right one. The one most would be willing to pay money to solve. As you brainstorm problems, think of the things people always ask you about. How do you do this or how do you fix that? Where are they struggling? What questions do you see most often in Facebook groups or online forums? What problems are people in your niche complaining about most often? These are all signs of problems that need to be solved, and you're just the person to do it. Find your solution. SELL IT Your final step is to get people to buy your solution. In the lower right quadrant, write system. There are three parts to your system. How can you promote your solution? Where will you sell it? How will you deliver it? Those are the three things you need to determine. Create a system to promote, sell and delivering your solution. If you are selling a physical product, many Amazon is right for you. Maybe you've created a course and something like Teachable is your delivery. In this quadrant, write your solution to these three parts. You need ways to promote your solution. You will definitely mention it on the podcast. Where else can you promote it? What affiliate partners might be able to promote it for you? List all of your ideas. Write down how you will sell your solution. Is there anything you need to learn to do this? Don't make it more complicated than it needs to be. Finally, how will you deliver your solution? Stay focused on one problem and one solution to that problem. You can't create multiple streams of income until you have the first one flowing first. START Those are your four steps to your 2021 podcast roadmap. Get started today. If you want different results in the next 12 months, you need to start doing different things. Now is your time. If you would like some help creating your specific plan, let's talk. If you have created at least 25 episodes and would like to apply for a free strategy session with me, visit www.PodcastTalentCoach.com/coaching. You can apply right there. This could be your opportunity. I'll show you how you can get more reach and visibility. Plus, I'll show you how to leverage the work you've already done to grow a business around your show. www.PodcastTalentCoach.com/coaching. Let's turn your information into engaging entertainment.

Let's look back over the past 12 months. What are you working on that isn't quite yet launched? Don't wait for perfect. Ship it. Some of my greatest accomplishments happened when I was pushed along before I felt I was 100% ready. TRY IT It was August 1994. I was working at the big rock radio station in my hometown. The gig was only overnights. But, it was full-time and in the big city. That night, we were having our annual birthday bash for the station. This was a big concert to celebrate the 16th anniversary of the station. This particular concert featured REO Speedwagon, Starship and Cheap Trick. Three bands that were a bit past their prime, but still big staples on album rock radio. At this point, I had been in radio for about 6 years. I have been to plenty of concerts. However, this was our show. And it was at the 8,000-seat arena in town. Starship had just got off the stage. REO was the only band left to play. That's when the program director said, "Let's go. We're going to welcome the crowd and introduce the band." Now, I have never had the desire to be on stage. I've never wanted to be a public speaker. In fact, speaking in front of a crowd made me incredibly nervous like it does with most people. My boss grabs the entire on-air staff, about 12 of us, and we head on stage. The crowd sees us and goes crazy. The morning show takes the mic and says hi. Another roar from the crowd. They thank the rockers for coming out on that particular night to help us celebrate. Another cheer. THE BIG CHEER That's when it happened. The morning guys begin to introduce the entire staff. One by one, they go down the line pointing out the DJ and getting a cheer from the crowd. My show is on the radio right before them. They have kind of taken me under their wing. As they get to me, they give me a little longer intro with some brotherly kind of love and the crowd gives me a cheer a bigger than I expected. That felt good. My butterflies went away. My chest puffed up just a bit. That's when I realized what I had been missing. There is a point where my anxiousness turned into exhilaration. Where I had once feared speaking to a crowd, I learned that it might just be something I would come to love. Sure, the butterflies are still there before I step out. But, it is more like the butterflies you experience right before you get to the top of the rollercoaster hill. You know what is on the other side, but it's still a little scary. Suddenly you're in the middle of it absorbing it all. Taking it all in. You just need to get over the top of the hill. This year, give something a try that you've been avoiding due to fear. You won't know you love it until you try. So few people are willing to push past the top of the hill. You can discover a whole new world if you just push yourself to try something new. JUMP Next, jump. It was April 2013. I was just launching Podcast Talent Coach. The show was still a blog and not yet a podcast. I was writing for New Media Expo. They were using my posts on their website as part of their podcasting section. The whole business was still coming together. The gurus all made it sound so easy. Create all of these multiple streams of income and you'd be rich before you knew it. Unfortunately, I didn't know much about the tech. I was a radio guy. I knew content. Figuring out an RSS feed and a funnel and a shopping cart was all a little beyond my reach. My blog posts contained my e-mail address and an offer for coaching. I didn't yet know what that coaching would look like. I just knew I could help people shape their content and create stronger shows. Then one day I received an e-mail. Ken reached out and told me his wife found my blog. Ken was on the radio and needed help improving his show. He and I agreed to jump on a Skype call and devise a plan. We chatted for about 90 minutes. At the end, we had a plan to help him reach his goals. The next day, I e-mailed Ken an agreement recapping what I would provide and what he would pay. He sent me that first payment as a money order. We started coaching. Was it perfect? Was the funnel optimized? Heck no. I didn't even know what a funnel was at this point. We just made an agreement, he paid me and we got started. Don't wait until it's perfect. Jump. Perfect is a pipe dream. THE SHARKS Finally, get started. Last weekend, I had the pleasure of attending Collaborate. It was an amazing event where I made a ton of great connections. Two weeks before Collaborate, the organizers were recruiting people to participate in Shark Attack. During this part of the event, five people will make their pitch to a group of high level, online marketers with the hopes of getting those marketers to promote them to their list. Shark Attack is an opportunity to really get to the next level and play big time. Now, I was nowhere ready to apply for Shark Attack. My funnel wasn't perfect. The Audience Explosion Blueprint didn't have mounds of data to support the conversion numbers. I hadn't done really big JV launches in the past. Why would these big players ever want to promote me? As I was talking with my coach, we discussed where I was and where I wanted to go. We chatted about the last webinar I did and how it converted. She finally said, "Erik, you're ready. Go for it." I said, "Are you sure?" Then I brought up all of the excuses. My funnel, my data, my history. She assured me that all of that would be fine. It would never be perfect. I just needed to start. At 11pm the night before the deadline, I prepared my pitch and shot the audition video. I hit the submit button and went to bed. Two days later there was a prep call for the event. On this call, the organizers get everybody ready to network and connect. To get the event to run well, they explain everything you need to know to get the most out of the event. During this call, the 5 participants for Shark Attack are announced. THE WINNERS ARE … When they got to the list of five participants, I heard my name called. I would be pitching to the sharks. We had no idea who they would be. We only knew we would have two minutes to make our pitch and get the sharks interested in promoting our programs. There was now less than four days to refine my pitch and figure out how to get these people to promote me. I would be pitching as hundreds of other online marketers watched. The sharks would then have 15 minutes to ask me questions and pick apart my idea. When the day came for Shark Attack, the sharks turned out to be Jeanna Gabellini, Rob Goyette, Debbie Allen, Alex Mandossian, Michelle Schubnel, and Alex Moscow. All very big players in online marketing. Names of the participants were drawn in random order. As the first few went, it was just as you would expect. Questions came quickly. Plans weren't quite refined. Lots of inquiries about the numbers. It was rough. MY TURN Name after name was called. It quickly became obvious that I would be last. After the first four went through the process, it was my turn to make the pitch. I wasn't sure if waiting was more difficult or if going last actually benefitted my by seeing the others go first. The feedback they received helped me refine my pitch just a touch. It was finally time. I made my two minute pitch and asked for the partnership. Immediately, Debbie Allen said, "I'm in." We were off to a good start. Then, Alex Mandossian chimed in. He told me he didn't understand the promise I was making or what my clients would receive. All of a sudden, the sharks were arguing amongst themselves. Michelle thought it was perfectly clear. Jeanna wasn't quite convinced. Moscow really liked the idea. Rob doesn't like podcasting, but thought his audience would be a fit. It all came in a flurry. I answered questions as fast and as best as I could. That fifteen minutes passed quickly. It was exhilarating. It was also a lot of pressure. At the end of it all, four said they were in. The other two said they would be willing to have another conversation. Wow! I went into this unsure of my ability and feeling unprepared. If it hadn't been for my coach pushing me to try it anyway, I would have missed out. I wouldn't have these incredible opportunities sitting in front of me ready to make 2021 an amazing year for me. Sure, it's scary. Sure, you don't feel like you're ready. It will always be scary. It will always feel like it could be better and more ready. If you want to make big things happen in the next year, acknowledge the fear. Then, do it anyway. Take the first step. THE NEXT STEP Are you ready to make 2021 an incredible year? Now is the time to get started. You won't know you love it until you try. Don't wait until it's perfect. Jump. Acknowledge the fear. Then, do it anyway. I have told you about my Audience Explosion Blueprint. You can get an incredible deal right now for Black Friday and Cyber Monday. The two biggest shopping days of the year are coming. If you want to explode your audience over the next year, you can get in now with this deal. Since it is available for a limited time, and since this podcast will be around for a very long time, I have posted the deal on the website. If the deal is still good, you will find it at www.PodcastTalentCoach.com/BlackFriday. Rocky grew his audience by 100% by going through the program. If you want to play big in 2021, get in on this now. Even if you don't have a podcast yet, this will make even more sense for you. Check it out at www.PodcastTalentCoach.com/BlackFriday. Whatever you do, make 2021 big. Get started. Use these three tips to reach your goals and live your dreams. Let's turn your information into engaging entertainment.

There are three legs to the podcast stool if you are trying to grow your audience. Those are programming, promotion and personality. Personality is critical to keep your listeners coming back episode after episode. Your personality is what makes you magnetic. In order to grow your podcast, you need to retain the current listeners you already have. It will do you no good simply bringing in new listeners if your current listeners are leaving. Your show won't grow. Building a relationship with your audience will keep them coming back. You build that relationship through the stories that you tell and through your personality. This is how your listeners get to know, like and trust you. CO-HOSTS Dave Jackson and I do the Podcast Review Show together. Each episode we invite a podcaster on the show for a critique of the entire business from content to website to revenue opportunities. If you would like to be featured on the show, visit PodcastReviewShow.com. Being part of a two-person show highlights the importance of a defined personality. If there are multiple hosts on the show, you each need to have a lane. Your personalities should compliment each other. If the two co-hosts on a podcast are cut from the same cloth, one isn't necessary. A discussion between two people with the same opinions on everything isn't a very compelling conversation. There are four steps to develop your personality. Most of these tips apply if you are a solo podcaster or only have guests on your show just as much as they apply to shows with multiple hosts. DEFINE EACH ROLE Your first step is to define your role. Describe the persona you want to project on your show. Describe how you want to be perceived by your audience. Most importantly, be yourself. Don't try to be something or someone you are not. List as many of your personality characteristics as you can. If you have a co-host, select your partner carefully. If you are the same, one of you isn't necessary. You then need to determine what each is expected to bring to the show. Define your duties, so there is no animosity or confusion. PERSONALITY FOUNDATION Once you have an exhaustive list, select three to five that you would like as your foundation. These three to five personality traits should be those that you would like to represent your brand. Many think an over-the-top personality is necessary to get noticed. You don't need to be like Gary Vaynerchuk or Howard Stern or Tony Robbins to be a big personality. There are plenty of other styles. You could be warm like Dr. Phil, funny like Jimmy Fallon or tell-it-like it is like Dave Ramsey. Your personality could be energetic like Russel Brunson or motivate like Brendon Burchard or optimistic like Dan Miller. The fun part is you get to decide. Again, be yourself. BE PRESENT Now that you have decided on your primary traits, focus on these. Make sure they are present in each episode. Let your personality traits come out through the stories that you tell. Start with the point you want to make or the lesson you want to teach. Next, find a story that will highlight that point or lesson. Finally, include a little of your personality in that story. Remember, a little goes a long way. You don't want to be the person that tries to make everything funny. You don't want to be up in the face of your listener with everything. Just add a little here and there as role work. In order for your audience to appreciate your personality, it must be contrasted with other complimentary traits. When you yell at your kids for everything, they eventually stop listening. Players stop paying attention to coaches who scream about everything. On the other hand, if a typically mild mannered coach blows up about a blown play or a parent who is normally nurturing suddenly explodes over bad grades, they are taken seriously. Timing is everything. If you are naturally funny, let it shine when the time is right. Your show doesn't need to be a comedy routine. It simply needs to be funny when the time is right if that is your personality. TAKES TIME Finally, give it time to develop. Do consistent role work episode after episode and let your personality develop. This will not happen overnight. Your listeners don't develop a relationship with you after two episodes. Give it time. Add personality to each episode. Over time, your listeners will get to know who you are and what you are all about. This is where true friendships develop. In order to be sure your personality comes out in each episode, plan your show before you begin. If you are already creating content, it is never too late to start. Start planning today and let it shine. Let's turn your information into engaging entertainment. For your free strategy session, check out www.PodcastTalentCoach.com/coaching.

On a coaching call the other day, I was asked about my most effective way to grow my audience. You can get more podcast engagement in 5 easy steps. DOUBLE DOWNLOADS Over the last four months, I have been able to use this system to double my downloads and increase my e-mail list by 60%. When I look back at some of the greatest personal and business successes in my life, I have to admit that I didn't achieve the majority of them alone. If you look at your own successes, I'm sure you will come to the same conclusion. My audience doubled and my e-mail grew by doing one thing. I partnered with others. Two minds are better than one. Over the past four months, I have appeared on summits, on podcasts and in giveaways. I have leveraged the audience of others to grow incredibly fast. I have always believed that my ability to develop long-lasting relationships and build mutually beneficial partnerships with others is my secret superpower. Strategic partnerships are the most powerful way to scale any venture. Find people who can help you double your results. Connect and collaborate. COLLABORATE If you want to join an amazing event that will help you follow this path, check out www.podcasttalentcoach.com/Collaborate. At the upcoming, highly anticipated live virtual event COLLABORATE November 13 - 15, you will have opportunities to build these powerful alliances and find your ideal joint venture partners. You will be among hundreds of top leaders and experts that have already signed up to attend. Don't worry … there are plenty of people just getting started as well. If you have been going it alone, or need to scale your results to an even higher level by bringing in more joint venture partners, this event is a must-attend for you. See full details and register at www.podcasttalentcoach.com/Collaborate. This will be my third time attending Collaborate. It happens on Zoom and it is a lot of fun, even if networking makes you uncomfortable. At the beginning of event, you will learn how to refine your collaborating pitch. You learn how to tell others what you do and how to explain what makes a great partner for you. Then over the weekend, you will take part in about 20 small networking circles. These are groups of about 8 people. Everyone gets 2 minutes to explain what they do and how they can partner. If someone sounds like a great partner for you, the two of you agree to exchange info and connect at a later date. The first time I attended, I met 40 people that made sense as partners for me. This is how I've been part of summits, giveaways and podcasts. It was great. At the next event, I decided to be much more selective on my partner selections. I still found 20 people as potential partners. What could 20 partners help you accomplish in the next year? If you had 20 people promoting your podcast and programs to their audience, how could your audience and engagement grow? Here is your chance to make those connections. Visit www.podcasttalentcoach.com/collaborate. ENGAGEMENT Let's talk about the five steps to create engagement with your audience. These steps are going to sound easy. The concepts are easy to understand. You simply need to be diligent and consistent about implementing each. ASK First, ask for engagement. If you want engagement, you must ask. Your audience won't engage with your show unless you ask them to do so. If you want them to e-mail you, ask. If you want them to share the show with others, tell them how. People don't know what you want unless you tell them. Be specific. SHOW AND TELL That bring up the second step. Offer an example. Show them what engagement looks like. Many podcasters say, "Find the details in the show notes." I listened to podcasts for about 3 years before I figured out where I could find the show notes. Don't assume people know how to subscribe to your show. Your listeners may not know where to find your show notes. If you want them to e-mail their questions, show them an example of a great question. EASY The third step is the ease of engagement. Make it easy for your listeners to engage. Nobody wants to jump through 3 hoops to help you. "Visit the website. Click about. Scroll down a third of the page. Look on the right and find the green button. Click that and visit that webform. Fill out the form and click submit. Check your e-mail for the link you'll get. Click that link and submit your question." You lost me at scroll down. If it isn't easy, you won't get action. Easy also means FEWER options. Many people think more options are better. That is false. If I suggest you e-mail me, text me or visit the website to submit your question, you now have to decide which is better for you. This is just more work. More decisions mean your listener needs to evaluate the options, decide which is best for them, and then take action. Too much work. If you have multiple options, rotate them through different episodes. Offer the e-mail this week and the texting next week. LOCATION The fourth step is engagement location. Engage where they are. If you listeners love chatting on Facebook, don't try to get them to comment on your YouTube channel. When your listeners are comfortable e-mailing you, stick with it. Don't waste your time trying to get them to text you if that isn't their preferred method of communication. You need to get out of your comfort zone and go play where your listeners play. If they are in Facebook groups, be seen in Facebook groups. If there is another podcast they love, find ways to partner with that podcast. Be where your listeners are. BENEFIT Finally, include a benefit to engagement. This is the fifth step. A benefit could be a lead magnet or other piece of value they receive for engaging. Maybe everyone who e-mails you receives your checklist or cheat sheet. Benefit could also simply be highlighting them on the show or answering their question. When you answer their question, give them love. Direct people to them. When engagement benefits the listeners, they are more likely to engage. 8 IDEAS If you would like a ton of engagement ideas, I have created a resource for you. It is 75 Ways To Drive Engagement With Your Podcast. You can get it at www.podcasttalentcoach.com/engage. The ideas are separated into half a dozen different categories. Here are 8 of those ideas. Run for office by meeting as many people as possible. People vote for those they have met. Ask great questions. Have listeners submit questions for question of the week. They get attention. Create a crowdsourced episode. Include a link to engage in your e-mail signature. Ask your listeners to share. Create community. Highlight members. Create partnerships to promote each other. Get more on the idea list at www.podcasttalentcoach.com/engage. Come join me at Collaborate. It will be the best 3 days you could spend to make the next year larger and more successful that you can imagine. Get all the details at www.podcasttalentcoach.com/collaborate. I can't wait to see what you accomplish. Let's turn your information into engaging entertainment.