The Immersion Conversion Vortex: Service-Centric Lead Generation Strategies for Podcasters with Evans Putman

Jennie Wright [00:00:02]:

Hi there. This is the Acquire podcast from the Odd Phonic Podcast Network, and I’m Jenny Wright. This is the podcast that delves deep into the world of list building and online events, lead generation, and all that great stuff. And it’s designed to empower Entrepreneurs and marketers with the knowledge and strategies to really master these essential business growth tactics. And we are very lucky today. We’re getting to talk to Evans Putman. And I’m really excited. Evans, thank you so much for viewing this.

 

Jennie Wright [00:00:28]:

I’m really, really happy that you’re here.

 

Evans Putman [00:00:31]:

Oh, thank you. I’m excited, Jenny. I love talking about what we’re gonna talk about today. So this will be a fun conversation.

 

Jennie Wright [00:00:38]:

Yeah. And we kinda set it up. We were talking a little bit before before we hit record on the things we’re gonna talk about, I’m really looking forward to this. I’ve got some really cool things that I wanna sort of chat about and discuss. But before that, let me tell everybody who you are so they have a sense of that. You are the ingenious founder of the podcast profit school. You are not just a business consultant, but you’re a catalyst for visionary entrepreneurs seeking to amplify the positive messages and missions. Your focus or his focus is crafting streamlined sustainable client acquisition strategies that install cash flow and confidence into businesses.

 

Jennie Wright [00:01:13]:

Evans has pioneered the revolutionary models such as podcast ATM business model, cash infusion day, virtual mini events method, infinite impact method, and the serve printer blueprint. And if you’re seeing this on video, he’s actually wearing one of the shirts today. So, so representing, these groundbreaking frameworks, aren’t just concepts. They’re actually licensed by and featured in ClickFunnels, founder of Russell Brunson’s esteemed high ticket coaching programs, which is quite the feat. And with over 2 decades of entrepreneurial experience and successfully building and Really building and selling 3 businesses. Evans has transitioned his mission to empower entrepreneurs, just like us, everybody who’s listening. So let’s dive in. I’m really excited to talk about podcasting for lead gen.

 

Jennie Wright [00:01:58]:

And you’ve obviously done this incredibly successfully. I’d love to hear What you’ve done, what methods you use, how do you make it incredibly sex successful?

 

Evans Putman [00:02:09]:

That’s a good question. You know, it’s It’s actually morphed over time, Jenny, which is fun because I started out I was with a podcast called Real Estate Rock Stars with Pat Hyben, which is still out there. It’s just called Real Estate Rockstars Now because we actually built a system for getting growing the audience, getting leads, getting sales, and that Podcast and business were later sold, to the folks that are running it right now. So but lead generation Was when I look back on it now, what’s funny is lead generation was actually the tipping point. It was the lever that once we pulled that, it sort of changed Everything. And, that’s what we became known for. We had a crazy 78.6% opt in rate on our landing page. And, isn’t that crazy? Get out

 

Jennie Wright [00:02:59]:

that look. I mean, yeah. I’m I have this, like, crazy confusing

 

Evans Putman [00:03:02]:

Go ahead.

 

Jennie Wright [00:03:03]:

70 72.8. Is that what you said?

 

Evans Putman [00:03:06]:

78.6. I haven’t memorized.

 

Jennie Wright [00:03:09]:

Okay. 78.6, opt in rate, on the landing page to what?

 

Evans Putman [00:03:14]:

From our podcast, the only thing we ever did was send people listeners to this landing page, and the landing page itself Led to what I call the irresistible opt in offer. Okay. And the landing page itself, when you when I know what people are probably thinking, Like, at least this is what I what I used to hear all the time. Like, well, what was your headline? What you know, like, did you do this? It had nothing to do with on page tactics. It had to do with 2 things. 1, we created something that was ridiculously irresistible. It was a resource area that by the time I left, Had over 200 free items in it, and they were all tangible. They gave tangible results.

 

Evans Putman [00:03:58]:

Right. That was one of the keys that when we put this together, we called it the agent success toolbox. Because when I was riffing and brainstorming with my business partner, he was like, well, In a toolbox, everything in there is an item of utility.

 

Jennie Wright [00:04:11]:

Yeah.

 

Evans Putman [00:04:12]:

Right? A hammer has a purpose. Screwdriver has a purpose. And we didn’t wanna just create a a big lead magnet that had no purpose and didn’t give real results. So that’s what we did. And so that was irresistible. But when I went back and looked at it, what was really crazy was everything that was in there was tied to the episode. So what the person was Talking about in the episode, their strategy for getting a big result. At the end, they were always like, well, if you’d like to get remember how we talked about this in the episode? If you’d like to dive deeper into that, I created this thing, and I’m giving it away, in the agent success toolbox.

 

Evans Putman [00:04:52]:

So we created massive desire And the listener for the next step. And that, to me, when I look back on it, that was really the key into having such a high opt in Right on that landing page because people were going there. They already knew they wanted it. They were like, I want this thing. I’m going to get it. So it wasn’t like people were just showing up and, you know, the headline was convincing them to buy or to

 

Jennie Wright [00:05:17]:

to sell something. By the time they They were, like, already opted in. They just needed to Yeah. Do the thing. I have questions. There’s lots of questions. Yes. So landing page to a Basically, like a resource vault.

 

Jennie Wright [00:05:31]:

And in that vault, was it area. Member’s area, was it all stuff that you guys created for the podcast, Or was it also, like, where was this stuff coming from?

 

Evans Putman [00:05:42]:

Good question. And that was the dilemma at first. Right. It was like Yeah. Okay. When we decided when we realized that what we were doing was getting that leads when we had to come up with something new, and I’m Just brainstorming with my partner, and he’s like, well, why don’t we do this? And he talked about this toolbox and adding all these things in it, and immediately, I started Sort of squishy. You can’t really if you’re not watching, you can’t see me, but I’m getting, like, sorta, like, squished up, stressed out, nervous, tightened Because I was the one that was gonna have to create everything.

 

Jennie Wright [00:06:15]:

Yeah. Yeah.

 

Evans Putman [00:06:16]:

He was just the guy behind the microphone. I was the I was the one driving the the business, basically.

 

Jennie Wright [00:06:22]:

Sure.

 

Evans Putman [00:06:22]:

And immediately at that point, I looked at him and we’re like, we just looked at each other and we said, why don’t we get our guests to give us something? So that was sort of the thing that happened. It was like, okay. You’re gonna come on our show and talk about your specific strategy for how you grew your real estate Business so successfully, can you give us something that ties into that strategy? And we’ll put it in this member’s resource area for free.

 

Jennie Wright [00:06:49]:

So is it, like, a PDF or something like that?

 

Evans Putman [00:06:53]:

Oh my there was we had we had somebody one time gave us their entire Listing presentation that they walked into a seller’s house and handed it to them in the digital form.

 

Jennie Wright [00:07:06]:

Wow.

 

Evans Putman [00:07:06]:

Right. So we had built up and I I I say we. It was really my my partner had built up so much, goodwill and clout in the industry that people loved coming on his show, and they were willing to give us this stuff. But what we did too, Jenny, is we decided, Okay. We got this member’s area. Mhmm. We’re gonna put your stuff in it, but we want you to brand it. We want you to put links on it.

 

Evans Putman [00:07:31]:

We want we actually built them In the in the members area, we would put their podcast episode.

 

Jennie Wright [00:07:37]:

Okay.

 

Evans Putman [00:07:38]:

We would put their free thing they gave us. We’d put links to all their stuff. So we turned it into an evergreen marketing machine for them as well as us. So we created a win win. So we never had any pushback about people giving us stuff to go in this, member’s area.

 

Jennie Wright [00:07:56]:

Okay. So Members area had these, like, pod you know, the these cool downloads that people could do. They weren’t they weren’t opting in. They weren’t leaving your member’s area and going to The guest’s landing page and opting in, they were actually receiving it in your member’s area. That’s brilliant.

 

Evans Putman [00:08:14]:

Yes.

 

Jennie Wright [00:08:14]:

It’s a brilliant idea. And by the end of it, you had over 200 resources in there. Yeah. Your your opt in rate, no wonder it was almost 80%. It’s that’s a that’s a freaking no brainer. That’d be yeah. And did you recognize something funny about that? Yeah. Before.

 

Evans Putman [00:08:29]:

Kenneth, I think your your listeners will get The kick out of this, you probably will too. We went to a marketing conference when we were doing this 78.6, and we were going with the intent of getting Meeting people that were successful because I was learning all this stuff at the time too. A lot of it was new to me. Mhmm. We didn’t have any We didn’t start this, like, create this member’s idea and do this all with this, like, oh, is this gonna be this amazing Thing, we were just like, let’s try it and see if it works. Mhmm. Well, when I get to this marketing conference and we were sharing that we had a 78.6 percent opt in. And this was early on.

 

Evans Putman [00:09:05]:

Right? So it was, like, 8 out of 10 people. They had the same look as what you gave me minutes ago. But the first thing they asked was, like, well, what are you selling on the next page? And we were, like, what do you mean? Are we supposed to do that? Right? We We were sort of piecing this together. The what I wanna do is I want your listeners to sort of, like, give themselves permission to just take 1 step at a time. Like, what’s the next thing I can do? And then who knows if it’ll create something down the road? So we ended up selling stuff afterwards. But, at first, the full intention was We gotta get more than, like, 2 email addresses every couple of weeks. We gotta start building our list. And so So we just started with there, and and we gave ourselves permission to try something that nobody else was doing.

 

Evans Putman [00:09:53]:

It just came from our ideas and our own intuition, And we just ran with it.

 

Jennie Wright [00:09:58]:

I love that you gave yourselves permission to just try something. A lot of people in my space Wanted to be perfect before you do the thing, and that can be challenging. Right? But also, I I mean, I’m one of those people that really wants it to be completely organized. Like, what am I doing after the thing? Like, you know, if they opt in here, where are they going next? Giving yourself permission is fantastic. I, like, if you if I was working with you back then, I’d be like, what’s the next thing you’re doing? Or what are you selling off the back end? Which is a question I ask all the time. I like that you did it. It was fun. You’d allowed you the process of being able to figure it out.

 

Jennie Wright [00:10:36]:

It gives me hives that you didn’t have anything planned right away. But, obviously, you figured it out later and you started selling. Yeah.

 

Evans Putman [00:10:43]:

And and things are different now. Right?

 

Jennie Wright [00:10:45]:

Yeah.

 

Evans Putman [00:10:45]:

Now it was just it was I I was learning a lot of this on the on the run, on the go, and, and just to I was much like you back then too. Like, Yeah. Immediately in my mind, everything’s always like, well, what if this doesn’t work, or how are we gonna do this? And it was really my partner, Pat, at the time that was always just like, Let’s try

 

Jennie Wright [00:11:05]:

1. Yeah.

 

Evans Putman [00:11:06]:

Doesn’t work. It doesn’t work. We’ll try something else. Exactly. True. It can’t be well, here’s the thing. We at the time, we had, like, 60 to 70,000 monthly listeners, and we were getting, like, 2 email addresses. Maybe 5 on a good month.

 

Evans Putman [00:11:21]:

So it couldn’t get any worse.

 

Jennie Wright [00:11:24]:

It had to be better. Yeah. No kidding. What did that turn into eventually if you had 60 to 70,000, active, like, listeners and stuff, how many people were actually opting in once it got going?

 

Evans Putman [00:11:36]:

Gosh. I don’t remember the exact numbers, but I know we were up in the five. We we had way over 5 figures in in email addresses by the time I left. And the thing is is that The email the I do remember this other number, though, because I remember the I remember the stats when it comes to sales because I was in responsible for that too. For that too. 80% of our best buyers came from that list. Right? The ones that spent the most with us, the ones that bought again and again, the ones that send it into our higher programs. They all came from that.

 

Evans Putman [00:12:10]:

And the other thing that was key That I’ve sort of I got it’s funny. You go back and you look at things later, and you start figuring out as you’ve gotten more wise over time. Right? This is 6 years 5 to 6 years ago now, so I’ve learned so much now that when I look back at it, I was like, we were treating people like real people. We were building a relationship. And it wasn’t just a transaction. Like, they weren’t just getting our our lead magnet, and then we were done because we created Something where we were putting new things in there once a week, twice a week. We were also emailing them to let them know, hey. We just put something new in this So we just put so we were basically they they opened up our emails.

 

Evans Putman [00:12:53]:

They loved hearing from us because it was always something new that we were giving them. And, over time, I realized it was like we were creating a real relationship with these people. It wasn’t just, You know, give us your email address, and then we’ll hit you with, like, 8,000,000 emails on Black Friday.

 

Jennie Wright [00:13:10]:

Oh. Sorry. That also gives me hives. I had to do a whole post on that on social media at Black Friday because it’s just, it’s unreal. And at no shade to people who are actually doing black or who do Black Friday for Cyber Monday, but man, was it overwhelming. And at the time we’re recording this, it is not so far away from the time that Black Friday happened that we are still not over the trauma. So Right.

 

Evans Putman [00:13:35]:

Right? Still still unsubscribing and deleting.

 

Jennie Wright [00:13:38]:

Absolutely. Absolutely. But that’s I mean, we can have a whole conversation about That, okay. So 5, 6 years later, you are now doing a whole bunch of different things in terms of, you’re teaching about, You, or you have taught about podcasting, and lead generation and stuff. What would you tell people now? I mean, that’s 5 or 6 years ago. You think the same method would work? What would you tell people to do now to lead gen from podcasts?

 

Evans Putman [00:14:05]:

Well, I know it does still work because I just had a client recently Lee who follows the same model where he came in and he was not getting leads, and he does an interview style show. And we created the same process for him. And he’s got a tiny, tiny audience, but, like, as soon the 1st episode that was launched, he had 25 leads. So it’s still that method still works. What I’ve discovered over time is that there’s tweaks To it now, I sorta understand the psychology behind it, where before it was just more about the tactics.

 

Jennie Wright [00:14:38]:

Mhmm.

 

Evans Putman [00:14:39]:

Right? So, what I also have been sharing with people, and we just did a workshop on this. We just did I’ve got some clients who are coming in Running through this right now is something that I call the, I call them niche casts. Right? So they’re basically They’re private audio podcasts, like private audio courses that are designed for lead generation, but they’re designed in a different way than what we were doing before where this is mostly, you’re you’re solving 1 problem. Right. One problem of your listeners of the the shows that you go on as a guest, the shows from your own podcast, it works for both. But what I realized was is that everybody listening to this podcast, they’ve already raised their hand and said that they like to consume audio. Right. Like, I like audio.

 

Evans Putman [00:15:32]:

I’m listening to your audio podcast. So why are we sing sending them an ebook? Let’s send them into An audio experience, which I I take people through, it’s more of an immersion experience. It’s binging. It’s like Netflix binge effect where they come in and they go through a series of, like, 5 to 6 episodes that build a relationship. Because at the end of each episode, you give the person an exercise to do that moves them 1 step closer to solving that problem, but then you actually ask them, You know, like, hey. Once you’re done with this, I’d love to hear your answers or I’d love to hear your result. Please share it with Me, so you’re creating a two way conversation within the lead generation experience.

 

Jennie Wright [00:16:19]:

I love two way conversations.

 

Evans Putman [00:16:22]:

Yes. Yeah. It’s something that people miss. Right? It’s like if you’re doing a podcast, people are they’re here. Your listeners, You’re you you’ve probably experienced this. We experienced it back, with real estate rock stars is that people feel like they know you, And they’ve just all they’re doing is hearing you speak to them. Well, guess what? If you bring them into this lead generation experience, Then actually show that you acknowledge them. You they’re heard.

 

Evans Putman [00:16:49]:

They’re seen. That you care about what they’re going through, what questions they have, what Results you’re getting from your product

 

Jennie Wright [00:16:57]:

Mhmm.

 

Evans Putman [00:16:58]:

Then it creates that two way opportunity to have a two way conversation, and it just takes it. It it builds the relationship even deeper.

 

Jennie Wright [00:17:05]:

Absolutely. So you’re using these, sort of like binge worthy Private mini podcasts as a lead gen opportunity.

 

Evans Putman [00:17:15]:

Mhmm.

 

Jennie Wright [00:17:16]:

And you’re also using it probably as a a sales like a a sales primer.

 

Evans Putman [00:17:22]:

Absolutely. So you you’re one step ahead of me. Yes. Exactly. It is. It’ll But what I teach what I teach my clients to do too is that because we discovered this was that with people with our previous business, We did better when we got buying signals when people came to us, and they’re like, we wanna buy that thing than constantly chasing, Trying to convince, trying to, you know you know, sorta like Black Friday. It makes you feel like that. Like, buy the thing buy the thing.

 

Evans Putman [00:17:52]:

We flipped it to where it was just like, how can we help you

 

Jennie Wright [00:17:55]:

with

 

Evans Putman [00:17:55]:

this next step? Do you wanna talk about it? So, like, actually, in this, usually, they’re 5 episodes, but they can go, like, to 8 episodes or so. Okay. We usually have, like, a point about it, the midway point where it’s like, hey, let’s jump on a 15 minute call and let me make sure that you, you know, you’re still moving along or if I can help you, but that’s not a it’s not a discovery call. I know what people are thinking. Right. They’re thinking, oh, yeah. It’s gonna be one of those disguise set. No.

 

Evans Putman [00:18:22]:

This is actually just a helping call for 15 minutes where you actually help them. And then we add at the end, once they finish, then you reach out. Hey. Is there a bonus? I’d love to To jump on and do this and just tell them, like, look, this is a discovery call or this is a road map call, whatever you wanna call it, but let them know. I always tell my clients. I’m like, let them know, hey. I’m not gonna sell anything to you, but I am gonna have an opportunity if you want to Go further with me or to get, you know, to do this thing, let them know, be transparent about it.

 

Jennie Wright [00:18:57]:

Absolutely.

 

Evans Putman [00:18:58]:

But yes. So you You it’s a bit and the thing you’ll you’ll probably like this too, Jenny. I’m sure your listeners will like it too that we design this in a way that it’s not just Any old problem you’re solving, usually, my clients have spent a lot of time talking to their prospects. So I’ll ask them. I’m like, you know, what’s your top 2 or 3 objections, false beliefs that you hear over and over? How can we handle that And set them up for success in your program. Right? So if we can if there’s one thing like, one of my clients came to me and I asked him. I said, what’s the one thing that hold your people back from being successful with what you offer. It’s not necessarily just their false belief or objection, but what holds them back Because it is an internal objection, and usually, they told me both of them looked at me, and they’re like, it’s self sabotage.

 

Jennie Wright [00:19:50]:

Okay.

 

Evans Putman [00:19:50]:

And I was like, well, can we solve that problem In this little private audio course, right, can we solve that over, like, 5, 6 episodes? And they’re like, yeah. Absolutely. We actually have A video series we could turn into this in audio, and I was like, would that make people more successful So they’re happier when they work with you and they actually achieve the result, and that’ll make you happier. That’ll make them happier. They’ll probably refer people to you. They’ll go to your Next, ascend to your next program.

 

Jennie Wright [00:20:21]:

Mhmm.

 

Evans Putman [00:20:21]:

You’ll have client retention. They were like, we can do that. And I was like, okay. Let’s do that because I would rather set the person up for success in your program than just solving any old objection.

 

Jennie Wright [00:20:35]:

Yeah, absolutely. That’s a, that’s a technique that I think is really worthy of using. I I actually use that in online challenges. I use an online challenge to overcome the 4 major objections that people come up with to buy or purchasing something. Right. So time, money, the self sabotage thing as well. Right. So it’s usually internal conflict and things like that.

 

Jennie Wright [00:20:59]:

And then it’s usually the process of, like, actually doing the thing or taking taking a step forward, and you just kinda overcome those in, like, a 4 or 5 day challenge. And then when you are able to place an offer in front of somebody, you’ve already overcome the things that are keeping them from doing the thing, you increase your chance for sales, I think, which is great. And you’re doing this in a Yeah. Yeah. A little mini five sort of bingeable episode. Like, how long are the episodes that you’re creating for this? Does it matter, or is there, like, a standard?

 

Evans Putman [00:21:27]:

I think well, I don’t think there’s a standard, but I think you wanna keep them short and sweet. To me, it’s like a sweet spot would be be between 5 to 8 minutes because Mhmm. If you think about it, you’re only solving 1 problem. So each episode is like a mini step. Right. So you don’t wanna just do the mini step and then talk forever about it because you’ll just the they’re gonna be like, I don’t wanna keep Going. This is too long. Right? You wanna give them just a mini step for if you can keep them in momentum.

 

Evans Putman [00:21:57]:

Right? And that’s why you that’s why you tie an exercise Into each step too. And and we also give them, like, a PDF or something like that to go with it so that they can follow along and do the exercises. And, to me, it’s like, just keep it short and sweet and

 

Jennie Wright [00:22:14]:

Mhmm.

 

Evans Putman [00:22:14]:

Solve that one little mini step. It’s 1 foot in front of the other, and they get to the They solve the problem, and they’re just like, yeah. I did this with one of my clients, and it was funny. She came to me. It was in podcast profit school, and she She was like, can I share a win? Because we always share wins to open up to get the energy going, you know, so everybody’s feeling good. Because we all know that some of us are not feeling like we’re winning sometimes, so it helps when other people raise the energy. And, she was like, I did what you said with this. And At the end of it, 10 people went through it, and 8 of them reached out to me almost immediate immediately when they were done.

 

Evans Putman [00:22:50]:

And they’re like, what’s next? How can I keep working with you? She was like, I’ve never been able I’ve never had something like that that where people Just we’re sort of, like, rushing to me instead of me having to feel like, oh, I gotta get people on a call and convince them to buy my thing. She was like, this just feels so good and so aligned because they’re getting to know me. They’re spending time with me. I’m helping them, And I’m helping them be more successful when they come over here to work in my main program, but it’s just so much nicer as you know. I’m sure the listeners are probably like, I would love to have people just, You know, come to me like, what’s next? How how can I work with you? Yeah. Which is always a nice experience.

 

Jennie Wright [00:23:32]:

Absolutely. It’s better than there’s, You know, there’s how do I how do I approach this? I don’t wanna say it’s push and pull marketing. Somebody a a previous guest talked about push and pull marketing, But this is definitely an attraction method. Right? So it’s an attraction to you method. It’s like it it’s very open arms, You know, come hang, let me show you the way kind of thing, which I think is more useful than I I think people are turning towards it more than A lot of different styles of marketing, lest I say bro marketing. So so it’s it’s it’s definitely right. It it’s definitely, it it’s definitely got that vibe of, you know, just being able to help people and and and being a little bit more Hands on and high touch, which I think always in the end will win, so that’s good.

 

Evans Putman [00:24:25]:

And it’s probably like probably like what what you do in your challenges, I would think too in some ways. Right? Because you’re actually helping people through this

 

Jennie Wright [00:24:32]:

Yeah.

 

Evans Putman [00:24:33]:

Process over a certain amount of days. And what I it sort of builds on that too. Right? Because as you know, right, with your podcast, people listen Let’s say they listen for, like, 4 or 5 episodes, and they’ve spent that time with you. Now they come spend time with you in A challenge. So that’s 5 days more with you, an hour, 2 hours a day, whatever that looks like. And there’s actually been a scientific Study. It was in a book. I’m looking at all your books behind you, and it reminds me there’s a book.

 

Evans Putman [00:25:04]:

You may have read this. It’s called Oversubscribed. No. I haven’t. I haven’t. Have you ever read that?

 

Jennie Wright [00:25:10]:

I haven’t, but you You’ll love this part. You’re reading into something that I love doing, which is getting the names of books and stuff. So it’s called I’m Oversubscribed.

 

Evans Putman [00:25:19]:

Oversubscribed

 

Jennie Wright [00:25:20]:

by Daniel Priestley. Can hear me typing, but, Jason Priestley? Is that what you said?

 

Evans Putman [00:25:26]:

No. Daniel Priestley.

 

Jennie Wright [00:25:28]:

Daniel. Sorry.

 

Evans Putman [00:25:28]:

Jason Priestley. I think he’s the guy from, like, Beverly Hills 90.

 

Jennie Wright [00:25:31]:

It is. And I’m sorry. I I’m showing my I’m showing my, yeah. I did I used to watch that show as a kid. Okay. So Oversubscribe by Daniel Priestley. Got it.

 

Evans Putman [00:25:41]:

There’s a there’s a principle in there, and This is from scientific research. He talks about this, and I can’t remember the exact studies, but it’s a 7 hour principle. So The if it is actually at 7114, and this is what I base my niche cast on, my audio offer on. I try to build in this model. But if people spend 7 hours with you, right, they’re listening to your podcast, they’re coming to your challenge, they’re doing whatever. They spend 7 hours with you And, have 11 interactions in 4 different locations. Now in in our world, locations could mean, like, in an email, On a video, on a podcast, in a challenge. Right? So that would be 4 locations.

 

Evans Putman [00:26:27]:

When that that happens, it builds a deep human connection in an emotional bond between that person and you. And this is like a sign you know, it’s been scientifically shown that this happened. So For me, that’s the real power in doing what you’re doing and what, you know, people do when they have podcasts Because they’re building that time with somebody, and then if you move them over to a 5 day challenge, they are extending that time. Same thing with the NicheCast, if you’re spending these little mini and then if you think about the way it’s designed, if people are At the end, they’re doing an exercise, and you’re asking them, hey. Email me with your questions or email me your answers. I’d love to To hear more about it, now you’re creating another interaction in another location. So it’s all designed to sort of Pull people into what I call the immersion conversion vortex. Right? So they

 

Jennie Wright [00:27:24]:

just Immersion conversion vortex?

 

Evans Putman [00:27:27]:

Let’s look at one of my We should just call the episode that. We love well, you know, we love making up these, like, really Sort of word word games in the marketing world, but, yeah,

 

Jennie Wright [00:27:37]:

that came to me.

 

Evans Putman [00:27:38]:

That’s cool. The immersion conversion vortex. I base it around that seven 7 hours, 11 interactions in 4 different locations. So and the key is is if you think about it at its root, Well, this is what I tell everybody that that when we go through this process, I’m like, look. Everybody else is competing to get attention, But the real winners are gonna be the ones that hold attention. So if you can bring people in and create a human connection and emotional bond where they’re less likely to jump to the next person to the next thing because they feel like you’ve done so much for them that they want to do more for you back, You create reciprocity as well, then you’re actually holding on. It’s much easier than constantly trying to get Attention. Right? It’s the same thing.

 

Evans Putman [00:28:27]:

It was like, instead of having to constantly get new leads, you’re retaining your clients. Right? So it’s similar, in that space.

 

Jennie Wright [00:28:36]:

Oh my gosh. But, yeah, I’m this could be a whole episode on this particular thing. There’s one other thing I wanna get to before we have to wrap, And this is your, your virtual mini events that you do. Actually, you know what? I have 2 more things I wanna talk about, but we’ll get there. So this virtual mini event piece, Everybody who’s listening, if you don’t know it already, I live in the virtual event space. It’s what I do all day long. I love it. You know, I run about 370 virtual online events myself.

 

Jennie Wright [00:29:05]:

Love doing these things. Wow. So tell me more about these

 

Evans Putman [00:29:09]:

Like, through the year? No. Year or, like, over time,

 

Jennie Wright [00:29:13]:

like, total. So I’ve been I’ve been doing this for just on at the time of this recording, I’m, like, just about eleven and a half years. And Mhmm. In that time, I’ve produced about 370 virtual events.

 

Evans Putman [00:29:27]:

Wow. Pretty cool.

 

Jennie Wright [00:29:29]:

It’s fun. It’s a lot of fun. So now I wanna talk about, like tell me more about these virtual mini events, the cache infusion day virtual mini event method. Like, tell me more about this.

 

Evans Putman [00:29:41]:

Yeah. So, basically, it is Cash Infusion Day live is a virtual mini event that I put together where I And when I say virtual mini event, that’s just another one of those things that I try to use to stand out. Right? Because people hear virtual event all the time. So then curiosity is peaked when they’re like, well, what’s a mini event? And it’s really instead of a full day virtual event or a 5 day challenge, it’s just a Short, like, 4 hour pop up event. Right? Like, a small event. Like, I actually ran my very first one In about a week and a half, I launched it. I did it with the Zoom registration page. Didn’t even have a CRM setup or anything.

 

Evans Putman [00:30:21]:

I used, You know, the before you go back in and you can click resend the confirmation, I use that as reminders and Ended up having one of my biggest revenue days ever from following this framework that I learned from some coaches that I’d hired. I joined their mastermind.

 

Jennie Wright [00:30:37]:

Okay.

 

Evans Putman [00:30:37]:

And so this virtual mini event, it’s basically if you think about a 5 day challenge, it’s almost like taking the 5 day challenge, flipping it, You know, vertically instead of horizontally, stacking it. Yeah. So there’s 4, and it’s the same thing that, you know, we were talking about. You spend, the 1st hour you spend basically the system origin story, what’s your system. The virtual mini event system is, like, the system that I So you talk about that origin story, not necessarily your origin story from back when you started, but how you discovered the system, and, you know, where you were stuck, how you discovered it, what happened, you know, the success afterwards. Then the 2nd hour you get in, you should break down the system at a really high level. Then hour 3 is about internal objections. Hour 4 is External objections.

 

Evans Putman [00:31:32]:

And there is no big sales pitch, no offer stack. There’s no slides. It’s very it’s It’s just like what you and I are doing on Zoom, except for you have, like, a a lot of people in the Zoom room. So it’s not webinar. It’s like not me facing, You know, nobody and them just seeing me, it’s like it’s very interactive, very fun. A lot of coaching, a lot of q and a, Lot of exercises. My goal is for people to actually to not leave with a bunch of information, but to leave with a transformation.

 

Jennie Wright [00:32:03]:

Are they free?

 

Evans Putman [00:32:04]:

I’ve had people come to these. They are free. They’re free, and then there’s also a VIP upgrade. You can do either. We’ve I’ve experimented with many of them. I’ve experimented with doing them paid. I’ve experimented with them doing only paid, But then free ones too as well. So I will I’ll share this since we were talking about Black Friday.

 

Evans Putman [00:32:26]:

Yeah. Last year, I ran one for a $7 sort of VIP sale. Don’t ever do that. Just for your listeners, don’t do that. Right? Because it’s like a cup of coffee where that was the lowest show up rate I’d ever had For a VIP usually, it’s, like, 85 to 90% show up in the VIPs because they pay and they wanna come and they get extra help When they get to ask questions, well, this felt like a cup of coffee to people because I tried the Black Friday discount thing And

 

Jennie Wright [00:33:01]:

Mhmm. It’s

 

Evans Putman [00:33:01]:

like, oh, we got all these VIPs coming. Well, guess what? Like, 15% of them showed up. So it really It wasn’t beneficial to anybody. I want it to be beneficial to everybody, not just me, but I want them to get a result too. So

 

Jennie Wright [00:33:14]:

So before I interrupted you

 

Evans Putman [00:33:16]:

for your folks.

 

Jennie Wright [00:33:17]:

Apologies. You said that you so, like, help people that you help people with, like, receiving transformation in the midi event.

 

Evans Putman [00:33:23]:

Right? Mhmm. Yeah. Definitely. It’s more of a it that’s what I like because people, you know, people will go through this. And whether they join my program or not, I’ve had people come to the mini event, like, 4 or 5 times in a row, and I’m like, it’s the same thing. Why are you coming back? I’ll actually ask them this. Like, why are you and it’s like, because every time I come, I leave and I feel like I can go out and I’m I I’ve taken a new step. I’ve gotten a new level up.

 

Evans Putman [00:33:51]:

I’ve got more belief, a new identity. And to me, that’s what it’s really about it. I told my wife this after one of One of them that was really successful, I was like, I think I figured it out. It’s just I just have to, like, help people believe in themselves.

 

Jennie Wright [00:34:07]:

Right?

 

Evans Putman [00:34:07]:

And show them that they can do it. And if they believe they can do it, and I have the thing that can help them do it, it just makes total sense. So it’s like, why are we complicating this so much. Just help people believe in themselves and then give them something that they can actually use to get

 

Jennie Wright [00:34:23]:

a result. Mhmm.

 

Evans Putman [00:34:24]:

And it’s a win win for everybody. So to me, that’s what the power and I’m sure you probably experienced that in your challenges as well with people.

 

Jennie Wright [00:34:31]:

Yep. Challenges, summits, So all the different types of events that I produce, yeah. You’re you have to create aspiration. If you can create aspiration into, like, yeah, I can you know, and you can get people in the bandwagon of, yeah, I can do this too, or I can see myself in that space doing that thing, then, yeah, of course, you’re gonna get a higher, you know, a higher potential conversion from people. Absolutely. And it’s it’s, I mean, it’s across all different Genres and niches too. So it works in business. It works in the relationship space.

 

Jennie Wright [00:35:06]:

It works in the health and wellness space. You know, the worst thing you can do is make people feel like they can’t get there. There was like a whole trend. I don’t know if you knew this trend. We probably did. It was a couple of years ago. And the whole trend almost was like nagging. It was like do you know what nagging is? It’s like telling people, like, giving them negative feedback

 

Evans Putman [00:35:26]:

Mhmm.

 

Jennie Wright [00:35:27]:

And and hoping it would have like a river like, almost like a reverse psychology kind of feel. Like, it was making people feel really badly about themselves. And then you put something in front of them going, Yeah. You may not be able to you know, you maybe you can’t be a triathlete, but maybe you could run a 5 k. I have a 0 to 5 k program you could try. It’s like, It’s yeah. I don’t like it. But I I there was a ton of that a couple years ago.

 

Jennie Wright [00:35:49]:

It was very it’s just disingenuous.

 

Evans Putman [00:35:53]:

So Thank you. I never experienced that, but, yeah, that’s that is

 

Jennie Wright [00:35:56]:

There was a ton of it in the health. I mean, anybody listening might be nodding their head. I’m not sure, but It’s, it was a lot in the health and wellness space. It was a lot in the love and relationship space. Right? A lot of that, like, you can They were like, you nobody’s ever gonna be like Harry and Meghan, you know, married and prince and princess or whatever. But you could find like, oh, you, let me help you with your Bumble bio or something like that’s

 

Evans Putman [00:36:24]:

Right. Maybe Maybe it could be like Fred and Wilma from the Flintstones.

 

Jennie Wright [00:36:27]:

Exactly. Exactly. I have a couple questions about this, like, virtual mini event that I love the idea of, and may or may not be deciding whether or not I’ll host 1 because it was cool, is so you have this incredible stacked up Opportunity of, like, showing them the thing and talking about it and, you know, getting people to sort of see and believe in themselves because, like you said, that’s all you have to do. What is the VIP, and then how are you making money off the back end?

 

Evans Putman [00:36:56]:

So the VIP, which, you know, it’s It’s a little different than it’s similar, but different, like, when I’ve experienced it with the challenge. Usually, if you’re doing a challenge across 5 days, you can do the VIP an hour ahead. Right. Same thing with this. It’s just 1 hour in front of the main 4 hour Mini event. So it extends it to 5 hours, but in that hour, people come. And usually, I I actually have My whiteboard over here. I wish I could show.

 

Evans Putman [00:37:25]:

Like, I slide it over. We have it, and we’ll I’ll just go through the room, and I’ll put down the rules. Like, everybody, you get to ask a question. We’re gonna go through. I’m gonna write them all down that I’m just gonna go through and knock them out. Right. So I’ll do these sometimes. I actually do event consulting with other people too.

 

Evans Putman [00:37:43]:

So I’ll I’ll play the quote, the emcee with people and help them with this too. But it’s that simple where you just you just answer questions and give a little bit of coaching, and it’s that extra hour. What I did discover, we’ve done this before. The first couple ones I did, we had this big, like, sort of Combination of bonuses that you get. You know how you, like, you go online and you hire somebody from Fiverr and they create, like, There’s, like, the computer laptop, the iPad, all, like, the pictures and everything, so it looks like a real bundle. We were doing that, and then I realized after because I did these for, like, 15 months, I did. I started with Podcast Sales Machine where it was all about podcasting, putting people into my model. And What I discovered was is I would go in and look, and nobody was even consuming any of the stuff.

 

Evans Putman [00:38:36]:

Right? So we started pulling things out just to see what could happen, And we got it down to where I think one of my most successful VIP experiences or, like, sales wise was when I only had, like, 2 things. And it was those 2 things plus the free hour, but the 2 things, one of them was well, both of them, I think. One of them was a case study. Right. So build some belief so they can watch that before they come, get some belief about everything. The other was, Like an audio or a course or some mini course that actually solved a problem that many of them thought they might have When they come to, like if they come to Cash Infusion Day, how am I gonna get like, I could give them a template for here’s how to do outreach to get on other people’s shows To get more people to your thing. So you solve a couple of problems, but keep it simple. Because, really, what people want is the time with you.

 

Evans Putman [00:39:28]:

So they come in an hour ahead. They ask Questions. You answer their questions, and you take that energy over into the general session. And, it’s really fun. So your your second question was about, You know, the the bat we do we do an invitation at the end of hour 3. We call it, like, the no pitch pitch, Right. Where it’s it’s basically you just asking permission. Is it okay? I’m really excited about this thing we’ve been working about.

 

Evans Putman [00:39:55]:

You know how you’ve you came here to do this. You paint the big, bright, beautiful future. This is the thing you go through, like, a little small. It’s not Not like a sales pitch, not an offer stack. You don’t start breaking stuff down. You just let them know, like, hey. I’ve got an application. There’s, like, 4 questions on it.

 

Evans Putman [00:40:15]:

Might only be 3. I can’t remember. I shortened it up because there was really no use because people don’t always tell the truth anyway in the application. So Keep it nice and simple so that they’ll actually fill it out real quickly and just give them that opportunity at the end of hour 3, and then we directly go in to start answering questions. Then we come back in hour 4, and we celebrate the people that have filled out the application And then ask some of them if they don’t mind coming on because it’s really crazy. You’ll notice if 2 or 3 people come on and share, well, the reason why I did this was blah blah blah. All of a sudden, you see, like, 3, 4, 5 other applications come in. Yeah.

 

Evans Putman [00:40:55]:

Because people almost need permission to go second. Right. It’s like give them permission to not be the 1st to go. So yeah. So it’s really it’s really light and easy. It’s not a Crazy sales pitch, and we found that it it’s really cool. And then we sell usually sell a high ticket program on the back end.

 

Jennie Wright [00:41:14]:

Via email or by the sales call? Or

 

Evans Putman [00:41:18]:

It’s a call. Yeah. Usually and it’s It’s I’ve gotten it down to where, to me, it it doesn’t feel like a sales call. It’s mostly like, hey. What did you like about The experience. Mhmm. Do you mind sharing with me, right, to get them back in that state again, get them to share something that they connected with. And then I just start asking them.

 

Evans Putman [00:41:37]:

I’m like, well, Do you have any questions for me? And the last question, I’m like, do you have any more questions? Do you have any more questions? And, usually, it’s like, well, yeah, I do have a question. It’s like, well, What’s your program? I wanna you know? Or what it’s it leads to it. So it’s it’s a very, very for me, it feels aligned with the the way I like to do it because if I can answer questions and give them some coaching and maybe actually give them a little bit of value, to me, that’s important. Right? I don’t wanna follow a script And treat everybody the same. So it’s a really fun I mean, to me, it’s it’s more like an enrollment call than a Yeah. An enrollment conversation than a than a sales call.

 

Jennie Wright [00:42:15]:

I love this. Evans, you and I are really aligned in the in the way that we approach connecting with people and selling to people. I, I have a thing where on my, cause right on my, like, when somebody goes to book a call with me, I’ll say, look, I will help you. And if I think it would be useful to you, I will you know, I’ll ask for permission to talk to you about how I might be able to help. That’s it. Just saying, you know, if I think ask, go for it. Like, if I think it’s useful, I will ask permission because because I always ask permission. I never just like, hey.

 

Jennie Wright [00:42:48]:

Let me tell you about my thing. I always ask permission, and I always get the yes. If I don’t get the yes, I don’t talk about it. But I love asking for that yes. Now the funny thing is is on my on all of my, you know, hundreds and hundreds of calls that I’ve done for potential clients, majority of the time, I I’d say we’re at about 65, maybe 80 65 to 70%. They ask me, like like you said. Right? So I answer all the questions. Is there anything else I can do to help and serve you today? Yeah.

 

Jennie Wright [00:43:19]:

You could tell me, you know, this this and this. Okay. No problem. Is there anything else I can do to help? Yeah. What oh, yeah. I need to know what it is that you do or how you you know, how I can work with you. Awesome. I appreciate you asking.

 

Evans Putman [00:43:29]:

Mhmm.

 

Jennie Wright [00:43:29]:

And then I, you know, I go into that. But for the most part, I don’t pitch.

 

Evans Putman [00:43:36]:

Yeah. Because And that’s it.

 

Jennie Wright [00:43:37]:

Go ahead.

 

Evans Putman [00:43:39]:

I was just gonna say, sorry. I didn’t mean to interrupt, but that’s that’s why I love this This model, and we I’ve found that for me, myself, I like the fact that I’m connecting with people virtually in this event. Like, I can you probably know this too. Like, you can watch people Through the in the 4 well, for me, the 4 hour mini event, I watch how they interact, the way how they engage, if they celebrate other people, Or if they just sort of sit there and don’t you know, maybe they’re shy. That that’s understandable, but you can sorta get the energy of them as well. So it’s almost like a two way thing where I’m watching them to think, do I really wanna work with this person if they apply? But it is it’s definitely to me, it’s very aligned because I can help. The first time I heard somebody say I took 23 pages of notes, And I went out and I did this thing. They didn’t buy my program, which that’s okay, but they went and they went and did something.

 

Jennie Wright [00:44:39]:

Yes.

 

Evans Putman [00:44:40]:

I was like, Okay. I’m serving everybody, not just it’s not just serving me to get clients.

 

Jennie Wright [00:44:46]:

Feels good

 

Evans Putman [00:44:47]:

though, isn’t it? Everybody in the room. Yeah. Absolutely.

 

Jennie Wright [00:44:50]:

It’s a great way. I actually love it. It’s a great way of doing sales. It feels real it feels like you’re putting out good, And I absolutely adore being able to support and help people. You obviously do too. How can people find out more about what it is that you do? How can people connect you so that they can find out whether or not working with you would be a great idea.

 

Evans Putman [00:45:11]:

Oh, well, thank you for asking. If it’s okay, I actually have something Free, I will give them. Yeah. And we talked a little bit about I know we spent the majority of the time talking about lead generation through podcasts.

 

Jennie Wright [00:45:23]:

I know we didn’t get

 

Evans Putman [00:45:23]:

to everything I

 

Jennie Wright [00:45:24]:

wanted to talk about. Yeah.

 

Evans Putman [00:45:27]:

There’s a lot we could you and I could, like, go on forever, I think, through this too. So, because I’m, like, looking at all your books. I’m like, I wanna know about all the books you buy on podcast. Because if you’re like me, you probably buy books nonstop from being on podcast Interviews. But Mhmm. What I was sharing, what I was sharing is, you know, we talked about that, and I put together a video That will actually break down the process of the immersion conversion vortex that we talked about, how to create a niche cast, How to you know, the psychology behind it, how you can actually do it yourself, and I’d love to give your listeners that. They can Yeah. There’s a couple ways they can get it.

 

Evans Putman [00:46:05]:

They can text the word leads to 55444. That’s leads to 55444 if they’re in the US, And that’ll bring them right in. They don’t even have to go to an opt in page or anything. They can just text. They’ll get a link to the to it, or they can go the old fashioned way, like, we like to do it too. They can go to listeners to leads live .comforward/video. That’s listeners to leads live.comforward/video and get access to it to it there as well. So I’ve I I sort of shared it with a lot of people first to make sure it was valuable, and I heard so much great feedback.

 

Evans Putman [00:46:42]:

So I was like, you know what? I’m gonna start throwing this out to the world and let people watch it. And just so people know, when they go through it, there is an opportunity to to grab a spot to see if it’s a if you want my help answering Any questions? And I’m gonna have to go there immediately now and put on that landing page what you the words you just shared because I love that, Because I’m the same way. It’s like, I want people to know. I’m not gonna bring you on here to, like, you book a call with me. It’s not gonna be a trick, Like a sales call hidden within it, but I am gonna, like if it’s if it seems like a good fit, I’m gonna at least give you the opportunity if you wanna know more. If not, I’m gonna let you You’re gonna leave with at least, like, 2 or 3 things you can implement right away. That’s one of the things that I pride myself on when I get on calls because otherwise, it’s It’s like, I feel like it’s a waste, but I feel like if I can serve you on that call, then at least give you something to go start getting a result.

 

Jennie Wright [00:47:36]:

Mhmm.

 

Evans Putman [00:47:36]:

Whether it’s with me or not, then it makes the calls more energetically aligned. It makes me feel like I accomplished something at the end of the day.

 

Jennie Wright [00:47:45]:

Completely. Completely. And you said that was listeners to leads live.comforward/video?

 

Evans Putman [00:47:52]:

Video. Yes. Forward slash video.

 

Jennie Wright [00:47:55]:

Alright. That’ll be in the show notes. So will the, book oversubscribed. Put that in there. We’ll also put the text number for everybody in the US, which was 55444. And every way you know, every which way that people can connect with you on social, there’s a lot. I’m I’m connected you on LinkedIn. That’s where you and I tend to connect sometimes, which is fantastic.

 

Jennie Wright [00:48:13]:

Is there anything else that you wanna share before we wrap up?

 

Evans Putman [00:48:18]:

No. I just appreciate it. This has been fun, and I would just tell people, you know, I think you and I agree with this, but If you’re not doing some sort of virtual event Mhmm. You know, some two way I don’t care what it is. Like, one of my clients one time, she just did, like, a Coffee with the coach on Monday. Come to my free Zoom where I can help people out. And she served, and she got a lot of clients. So I think that’s what a lot of people are missing is they want the two way conversation, the real human connection, and you’ll get rewarded

 

Jennie Wright [00:48:49]:

Absolutely.

 

Evans Putman [00:48:49]:

For that. The more The more you serve and the more you give and create that abundance cycle, the more it’ll come back to you. So, it’s well worth it.

 

Jennie Wright [00:48:59]:

Absolutely. Thank you, Evans. It’s been so great having this conversation. There’s so many things that I, you know, that we really agree upon with when it comes to, like, lead generation in sales and events. I really think that people are gonna find this extremely helpful, so I just wanna say thank you so much for your time.

 

Evans Putman [00:49:16]:

Thank you. Grateful for the opportunity. This has been fun. Thank you.

 

Jennie Wright [00:49:20]:

Great. I love it. It’s been fun. It’s been a great conversation. And as always, if you’ve enjoyed this conversation, please make Sure you do go and subscribe to the podcast wherever you’re listening and let me know what you think. I am always available. So head on over and just hit An email over to me, send an email to me, jennywrightat sorry, jenny@jennywright.com. Let me know what you think.

 

Jennie Wright [00:49:40]:

And as always, the podcast is produced and edited by Jason Wheeler. And thank you for being part of my growing community. Consider joining my Facebook group where I’m excited to share more interesting things about lead generation, list building, and launching. And I really hope you’ll come back for one of our future episodes. We’ve got some really great stuff coming up, some good guests and some good solos as well. And this is the Acquire podcast brought to you by the Odd Phonic Podcast Network. Thanks so much.