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If selling makes you cringe…same here. A lot of business owners feel the same way. But what if you didn’t have to “sell” in the traditional sense? What if your podcast could quietly do the heavy lifting…building trust, answering objections, and leading listeners to want to work with you before you ever pitch? This is where learning how to pre-sell your offer with a podcast comes in. Instead of using your episodes to hard-sell, they become tools that warm up leads, handle doubts, and make your offer feel like the natural next step.
Why Selling Feels Hard (and What to Do Instead)
Selling feels uncomfortable when it’s forced. When it’s about trying to convince someone instead of genuinely helping them, it can feel inauthentic. The goal shouldn’t be to talk someone into buying – it should be to talk to them like a real person about how you can help.
Take it from personal experience: I once landed in the top 10 of a corporate sales ranking without even trying to sell. I was just honest, explained things clearly, and let people make their own decisions. The same idea applies to your podcast.
Your episodes should reflect what it’s like to work with you. When you naturally talk about how you help your clients, what problems you solve, and how your approach works, listeners start thinking, “Maybe this could work for me.”
Let Your Podcast Handle Objections
Think of your podcast as your pre-sales conversation. Listeners are tuning in with questions, doubts, or hesitations. When your episodes speak directly to those thoughts (before they’ve even said them out loud), you’re building belief in your offer.
For example:
- Share a story of how you’ve helped a client overcome a specific challenge.
- Talk about why your process works and what results people have seen.
- Mention things like, “This is exactly what I help my clients do,” or, “This was the turning point for one of my clients.”
These aren’t sales pitches. They’re real examples that subtly show your expertise and the outcomes you create.
Avoid the Trap of Too Much Education
Educational content has its place, but too much of it can backfire. If all your episodes are how-to guides or teaching moments, people might just try to DIY their way out of their problem and skip over hiring you.
Instead, use your podcast to build belief. Talk about your framework, your clients’ transformations, and the mindset shifts that make your method effective. Your episodes should spark, “I want more of that,” not just, “Cool tip, I’ll try it myself.”
Repetition Builds Recognition
Don’t be afraid to repeat your message. People need to hear things multiple times before they take action. That consistency reinforces your offer and helps it stick.
The more your listeners hear you talk about your approach, client wins, or common objections, the more they start to see themselves in your stories. That’s when they move from listener to lead.
When and How to Mention Your Offer
You don’t need to pitch your offer every single week, and you definitely don’t need to do it in a pushy way. Instead:
- Casually mention client stories that tie into your offer
- Refer to your process and how it works
- Share the outcomes your services create
Let your podcast build curiosity so that by the time you invite them to work with you – especially in that fourth episode of your monthly series – it feels like a no-brainer.
Create a Series That Leads Naturally to the Sale
If you’ve mapped out your episodes intentionally, they’ll lead your listener on a journey:
- They discover you and start seeing that you understand them.
- They relate to your stories and trust builds.
- They take early steps, like downloading a freebie or messaging you.
- They hear how your offer can help them and they’re ready.
By the time you give a call to action, they’re already leaning in. They’ve heard what they needed to hear. Your podcast has done the heavy lifting.
Make the Discovery Call Optional
If you don’t love getting on calls to explain your offer, your podcast can reduce that need. The goal is to make what you do so clear in your episodes that when someone books a call, it’s just to confirm the fit – not to ask what your service even includes.
That clarity comes from consistent messaging and pre-selling through content that truly reflects your work.
Want Help Planning This Out?
If the idea of trying to DIY this feels too far out of reach… I can walk you through how to build a podcast that works like this in my free private audio training, “Are You Ready for a Podcast?” It outlines the five steps that make your show a tool for connection, trust, and conversion.
And if you want more hands-on help, that’s what I do with my clients. We plan out episodes in advance so your show leads listeners straight to working with you without ever feeling like you’re selling.
Let your podcast do the work. Pre-sell your offer, build belief, and attract the right people all while staying true to how you want to show up.
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