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Recession-proofing your business part 6: Teach what you know

Recession-proofing your business part 6: Teach what you know

[0:00] Have you ever experienced a challenge that you’ve overcome? What about the skills you’ve learned in the process of mastering something in your business, or your personal life? Do the people around you ask questions about something that comes easily to you?


[0:17] If so, you’ll definitely want to stick around as we dive into this final part of our recession-proofing your business miniseries. Today, we’re talking about teaching what you know to others, and how it can quickly become a profit center in your business.


[1:13] Over the past five episodes, we’ve been building up to today’s lesson. We’ve been exploring ways to use what you already have to build a stronger business. While this series was created to inspire and give you tons of ways to diversify your business during the pandemic since so many of you had to do business differently, the ideas we’ve talked about are absolutely evergreen.


[2:04] If you’ve missed any of the episodes in this series you can find them all at http://www.yongpratt.com/281. 


[2:19] What does teaching what you know really mean?


[2:23] Well, at its most basic teaching what you know, really means one of two things. The first is that you can turn a mess you’ve had in your life into your message, as my mentor Dean grazioso, he would say, let me give you an example.


[2:40] #1: Turning your mess into your message and an example of how Yong did this very thing to serve and help more parents


[5:45] What mess could you turn into your message? Come on over to today’s show notes at http://www.yongpratt.com/281 and share with me the messes you could take today and turn them into your message.


[6:04] #2: Sharing your knowledge, your skills, your gifts, or your passions with others in a way that resonates with you. More examples of how Yong has used this idea in many ways during her 20+ years as an entrepreneur.


[7:36] What specialized knowledge that you have that you could share with someone today? Maybe it’s a special gift. Maybe it’s a talent, or even a hobby. It could even be something that comes easily to you that people ask you about all ready.  Come and share what you could teach at http://www.yongpratt.com/281


[7:57] Why this miniseries, Recession-proofing your business was created for you


[9:04] Come on over to today’s show notes at http://www.yongpratt.com/281 and share your unique gifts and talents. Let’s have a conversation about what lights you up and what you could teach to others today. What’s calling to you right now? What is it that you could take from inside of yourself and teach others to help them on their journeys?


[9:33] Now you know what teaching what you know means and how you can start doing it today, let’s dive in to the monetary reasons why you might want to explore this idea.


[10:32] What online education stats and trends mean for you and your business.


[11:20] Stay tuned in the coming weeks as Yong will be sharing something brand new that will help you to turn what you already know and turn your mess into a message quickly and easily, even if you’re starting from scratch. Until then, come on over to today’s show notes at http://www.yongpratt.com/281 and share what you’re going to teach and how you’re going to contribute to the growing online education industry. Plus, you’ll learn more about our brand new Facebook community, Creators Landing, and I’m also going to share my favorite tool for making teaching what you know, super easy and something you can do today.


[12:10] Well, there you have it, my friends, the sixth and final part of our miniseries recession proofing your business by teaching what you know. Nelson Mandela said, “Education is the most powerful weapon which you can use to change the world.” Now go out there and change the world by teaching what you know.

Read Full Transcript

Have you ever experienced a challenge that you've overcome? What about the skills you've learned in the process of mastering something in your business, or your personal life? Do the people around you ask questions about something that comes easily to you?

If so, you'll definitely want to stick around as we dive into this final part of our recession-proofing your business miniseries. Today, we're talking about teaching what you know to others, and how it can quickly become a profit center in your business.

Welcome to episode number 281 of the Amplify Your Awesome Podcast. I'm your host, Yong Pratt, also known as Dr. content, and I help you heal what ails your content. As a business owner, you're already creating a ton of content for your business in the form of social media posts, your website, brochures, and that's probably just the of what you're creating. Here at Amplify Your Awesome, we help you turn all of your awesome content into even more goodness so that you can reach more people and make the impact you desire.

Over the past five episodes, we've been building up to today's lesson. We've been exploring ways to use what you already have to build a stronger business. While this series was created to inspire and give you tons of ways to diversify your business during the pandemic since so many of you had to do business differently, the ideas we've talked about are absolutely evergreen. You could easily take just one of the ideas we've talked about and incorporate it into your business so that you're not just relying on one singular product or one singular client to keep your business afloat. So far, we've covered print on demand, Facebook ads podcasts, audio books, and email.

While each episode is a standalone idea, you'll get the most benefit by listening to them all. I'll be sure to link up all the episodes over on today's show notes at www.yongpratt.com/281.

So what does teaching what you know really mean?

Well, at its most basic teaching what you know, really means one of two things. The first is that you can turn a mess you've had in your life into your message, as my mentor Dean grazioso, he would say, let me give you an example.

Back when I ran a brick and mortar performing arts school, parents will often come to me, in tears even, and share that their kids were having difficulties in the classroom. Sometimes the difficulties stemmed from doing poorly on standardized tests or getting quote unquote, "bad grades." Other times the difficulties came in the form of behavioral issues in the classroom, or even at home, usually during homework time. What these parents noticed was that when their kids attended our classes, they were different. They were happier. They were more joyful. They were more of themselves and they were comfortable in their own skin. And they wondered why this was happening and if I could help them help their kids be more happy and successful while at school. They even asked for ideas on how to talk to teachers and administration about their kids.

During this time, my girls were having difficulties of their own at school. They weren't struggling with classes, but each had quote unquote, "deficiencies" pointed out by teachers in the realm of their social development. One was being labeled as not being social enough while the other one was too social. These teachers were focusing on weaknesses not strengths which so often happens in the traditional education setting. And I found myself having to advocate for my girls repeatedly, so that these weaknesses wouldn't be something that they were going to be labeled with, and that they would carry on with them throughout all of their education.

The bottom line was that so many kids were getting told subtly or even overtly, that they weren't good enough or smart enough that they were somehow deficient, that they didn't meet some kind of standard to which schools hold our kids accountable, because they teach and test to only a small percentage of kids. So I decided to do something about it.

I took what I had learned in graduate school about kids and how they learned, and the many different ways in which they learn along with their physical and mental development, and pair that with what was successful in our own classrooms and what we believed in the ways we were teaching their kids and I decided to publish a blog. Now these blogs became podcast episodes. And later I repurposed them again, into my first book called Raising a Superhero, which you can still get on Amazon today.

My mess, and the messes of the other parents that confided in me and came to me for help was the message that I shouted from the rooftops and the message I still 100% believe in today. It's why I'm so passionate about empowering kids, and equipping them with real world skills so that they don't let the opinions of others define them or what they can become.

So my friends, what mess could you turn into your message? Come on over to today's show notes at www.yongpratt.com/281 and share with me the messes you could take today and turn them into your message.

Now the second way to teach what you know could mean sharing your knowledge, your skills, your gifts, or your passions with others in a way that resonates with you. In my 20 plus years as an entrepreneur, sharing my gifts has taken many forms. From teaching dance at our local college, to opening up my own dance school, and later in art-based preschool, all of these enabled me to pass along what I loved while instilling confidence and self worth in all of our students. Another of my unique gifts is seeing the gifts and talents in others, and helping to nurture those gifts, so THEY could then share them with others. And that specific gift led to discovering and nurturing dozens of teachers in my Performing Arts School which made it possible for us to impact the lives of thousands more students than I could do alone. Today it looks like nurturing busy business owners and helping them share their own gifts easily and in ways that feel good to them. It also looks like showing business owners the possibilities and opportunities available to impact more people by repurposing the content they've aleady created. Bottom line: Sharing my gifts with others and seeing them and you thrive is absolutely what drives me every single day.

What about you? Is there some specialized knowledge that you have that you could share with someone today? Maybe it's a special gift. Maybe it's a talent, or even a hobby. It could even be something that comes easily to you that people ask you about all ready.

Remember, this whole series has been based on the idea of using what you already have. Really taking stock. Leaning in and using the tools, the resources, the knowledge, the gifts and the talents you already have today.

Each episode in this series has presented a way to use your gifts and apply them in ways, maybe you haven't even thought about before, so that you can recession-proof your business. This series hasn't been about adding more work to your already full plate. You have enough to do already.

It's really been about taking a look inside to see what lights you up. It's been about shifting and seeing your business from a new perspective and new ways that you can serve other people with what you do. It's been about sharing what makes you awesome in a way that feels awesome for you. And then figuring out how to take all that makes you awesome and share it with others by talking about what we're doing today - teaching what you already know.

So I want you to come on over to today's show notes at www.yongpratt.com/281 and share your unique gifts and talents. Let's have a conversation about what lights you up and what you could teach to others today. What's calling to you right now? What is it that you could take from inside of yourself and teach others to help them on their journeys?

Now you know what teaching what you know means and how you can start doing it today, let's dive in to the monetary reasons why you might want to explore this idea. According to a May 2020 article in Forbes Magazine, the online learning market, also known as teaching what you know online, is expected to reach 350 billion - that's billion with a B by 2025. And that number was predicted before the pandemic. With so much more education moving online in the past several months, the actual number is likely much higher. The author of the article, Ilker Koksal stated, quote, "It's a fact that online learning is the future and will undoubtedly replace land based learning in the future."

This means the opportunity for you to teach what you know online is absolutely huge. With so many people turning to online education, there will absolutely be more people out there searching for what you know, and what you could share. So it's time, my friend, to turn your mess into your message or to turn what you already know into an online educational experience that others can enjoy - that can serve them. That can help them on their journeys to getting to that next level. And I want you to know that I'm absolutely here for you if you need help in this arena.

In the coming weeks, I'm going to be sharing something brand new that we've been working on that I know for a fact will help you to turn what you already know and turn your mess into a message quickly and easily, even if you're starting from scratch. Until then, come on over to today's show notes at www.yongpratt.com/281 and share what you're going to teach and how you're going to contribute to the growing online education industry. Plus, you'll learn more about our brand new Facebook community, Creators Landing, and I'm also going to share my favorite tool for making teaching what you know, super easy and something you can do today.

Well, there you have it, my friends, the sixth and final part of our miniseries recession proofing your business by teaching what you know. I cannot wait to hear from you and support you in your efforts and becoming part of a $350 billion industry because teaching what you know, and serving others is the very best way to use your gifts and make the kind of impact you know you were meant to make on this planet. As we wrap up this episode, and this miniseries, I want to leave you with a quote from Nelson Mandela. He says, "Education is the most powerful weapon which you can use to change the world." Now go out there and change the world by teaching what you know. Cheers

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Recession-Proofing Your Business Part 5: Email Marketing with Ashley DeLuca

Recession-Proofing Your Business Part 5: Email Marketing with Ashley DeLuca

When it comes to email marketing, where do you stand?


Are you someone that:


  1. Hasn’t started building an email list yet preferring to connect on social media.
  2. Has started an email list that you email consistently.
  3. Is looking to scale your email marketing efforts.


In today’s episode with our guest and email marketing specialist, Ashley DeLuca, you’ll learn:


  1. Why email marketing is relevant
  2. Why every business (not just online businesses) needs an email list
  3. How to start today without the tech overwhelm


This interview was part of the Creativity & Resiliency in Small Business Summit Yong hosted back in March at the start of the pandemic. If you’d like to get access to the entire summit for free, get all the details at http://www.yongpratt.com/280


When you request to join our new community, Creators Landing by clicking on the image below, you’ll have the opportunity to get access to the entire Creativity & Resiliency in Small Business Summit – a series of 10 interviews with business owners of all types (online, brick and mortar, service-based, product-based) loaded with creative ideas you can use NOW in your business.

Creators Landing a Community of Amplify Your Awesome™

Read Full Transcript

Yong Pratt 0:00
When it comes to email and using it to market your business, where do you stand? Are you someone that thinks....Email marketing. I don't need it. I have social media to connect with my clients, or are you someone that is actively building your list? You have a pretty healthy list, and you're fairly consistent with reaching out to them. Or are you someone who is looking to scale your email marketing efforts? You're staying consistent, your list is growing every day, and you're looking for ways to make it work harder for you, then you'll definitely want to stick around for today's episode.

Today on part number five of the recession-proofing your business series here on the podcast. We're talking to our special guest, Ashley DeLuca, who is an email marketing specialist. And in this episode, we're going to dive into why email marketing is relevant. Why every business no matter what kind of business you have, needs one, and how you can get started today without all the tech overwhelms deal.

Now, this interview is actually part of my Creativity and Resiliency Summit - a summit I hosted back in March at the beginning of this pandemic. At the time, I really felt compelled to reach out to lots of different business owners, whether they were online business owners, brick and mortar or service based businesses, because I was so sad to look around and see so many business owners, especially in my local area, kind of say, you know what, I'm going to close up shop. I'm going to wait this out and see what happens and they weren't doing any business. So I really wanted a way to help inspire them, to see the opportunities that were there for them, if they took the time to look at their business through new eyes and really lean into creativity. And the more creative we are in our businesses, the more resilient we actually are.

S at the end of this episode, stick around because I'm going to share with you how you can get access to the video interview with Ashley, along with all of the 10 interviews that I did with business owners that you definitely want to keep in your back pocket. The ideas that were shared on this summit alone can help you really start to expand your business, see your business in a new capacity, and even offer new products and services you may not have thought about. And at the end, I'm going to share with you where you can get access to all of those interviews for free. So stick around. And now my friends without further ado, I invite you to turn up the volume. Take a listen and take action on this episode. Once you've listened, definitely come over to our website where all the greatest conversations take place over at www.yongpratt.com/280. Tell us your biggest takeaways and most importantly, tell us your actions steps because this series, in particular, is about action taking. We're not able to make changes in our business without taking action and putting one foot in front of the other. So come on over, join the conversation www.yongpratt.com/280. And I will catch you after the episode. Enjoy.

It's day number four of the Creativity and Resiliency in Small Business Summit. I'm your host, Yong Pratt. And it's my great pleasure today to welcome Ashley DeLuca to the summit and we are going to talk all things email marketing. So if you haven't started an email list, or you kind of have one or you have no idea what we're talking about today is for you. Ashley, I'm so glad we connected through a mutual friend. I'm excited to have you here on the summit. Welcome.

Ashley K DeLuca 3:55
Oh my gosh, thank you so much for having me. I'm super pumped to be here.

Yong Pratt 4:00
So tell us a little bit more about what you do and how you serve the world.

Ashley K DeLuca 4:05
Oh my gosh, yes. So I mean, Hey, guys, hello. Oh my gosh. My name is Ashley DeLuca. And I am an email marketing strategist. So I help coaches and educators create a stream of pre-sold leads using powerful weekly emails that are really focused on being able to connect and convert your audience.

Yong Pratt 4:27
That is so great because I know that personally, I have gone through ups and downs with email marketing, some highs, where I really love it. And sometimes it's like, ehhh. I don't know what to write to my list this week. I am working on that, because it's definitely a skill like anything else in business. I mean, it's just something that we have to, to incorporate. So I want to take a step back and talk about what is email marketing and why do business owners not just online business owners, why do all this business owners need one?

Ashley K DeLuca 4:59
Definitely. So for me, I think of email marketing a little bit differently than most. But for me, email marketing is about having a conversation. Just like if you were to sit down and have a coffee chat with your ideal client. Something that's really important to me is the fact that you're building relationships and that also really helps with the feeling of not feeling really salesy and icky and gross and all the good stuff. And you know, the thing is, is that you know, we're on Facebook right now, and I absolutely love Facebook, Facebook's , my jam. But if Facebook goes away tomorrow, like especially with everything going on in the world as if even just today, you know, things have just drastically changed. And so you know, Facebook could be gone tomorrow. Instagram could pop off this world. Like, who knows what's going to happen. So we want to make sure that you have a way to connect with your audience, that you have a tangible way of having their information, which is through sharing their name and their email list.

Yong Pratt 5:53
Such a good point. And I think that a lot of people when it comes to email, I know I used to be one that was like, I don't want to be in their inbox. You know, I check my mail. I get a lot of mail. I don't want to be one of those people that shows up there. But I love that you said this idea of what if tomorrow, all your contacts go away on Facebook or you get locked out and put in jail. Or, you know, you can't access your Instagram page. It gets hacked. But what do you do? How do you stay in contact? So I love that email list is sort of one of those things like your website, it is your personal property, it is your home base, it is the way that you can connect. And what you also said is that it's about building relationships. And I can so agree with that. Because that's kind of how I feel with content creation. It's not about just selling things. It's really about taking anybody who joins you on this adventure and this journey and what is it that you can give them next to help them where they're at right now? And help them move forward with you in the future?

Ashley K DeLuca 6:58
Exactly, definitely. You know, and a lot of times, we get really stuck in the like, what to say category, you're just like, yeah, like that sounds great. I would love to have a conversation with them. And a lot of people are like, I just don't know, like, I sit down. I try to write it and it just comes up blank. Like, you know, and obviously at the end of the day, we're all business, you know, we're business owners, so like, we have to make money like we have to ask for the sale and honestly, it comes down to really just putting yourself in your own ideal client's shoes. You know, the thing is, is that regardless if you're a brick and mortar, if your online business, you are serving a pain point a need, I mean, I'm given no as simple as like a bar of soap, for example, for people who may make soap, right? You know, that may be something that you're just like, well, I don't really need my soap, but people need soap. And there's other reasons why they would buy soap from you, as opposed to just going and buying the green kind at the grocery store. Right? And so, you know, it's the little things that you have to really dive into, especially by your ideal client that's going to make it so much of a stronger connection with them. That's going to make it easier to convert into that sale.

Yong Pratt 8:05
Yeah, such great points there. I love that. That everyone who has a business number one, you're a business owner, so you need to own all the parts of your business, not just the parts that, you know, we might like a little more, right. There's lots of parts of being a business owner. Yeah and email is just one of those things and it's just another way another touch point that we have to connect with people and, and right now I'm actually loving writing emails because I'm really on this kick about storytelling, right? And what kind of story can we tell it's going to relate to the point we want to make? And it's a very different, you know, plan than I used to subscribe to. I used to just say, okay, hey, here's my new podcast episode. Here's my new blog post, you know, here's these four things. But then it really wasn't a conversation. It was very one-sided me telling them something. Whereas now I feel like okay, let me let me dig out a story like some embarrassing story where like, I'm kind of like, I don't know that I want to hit sent. However, I know that there's a good lesson. It's a parable of some sort, but there's something to be learned from that. And that's really, as a teacher and as someone who loves being in this space where I can help other people, I've discovered stories are really such a fun way to do email, especially. So let's talk about if someone's watching live or on the replay and they're thinking, Okay, okay, I want to have a conversation, I want to build a relationship. Where do I start with email marketing?

Ashley K DeLuca 9:37
Okay, so the first piece of this puzzle is, and everyone might be a little bit surprised. But the first piece is actually understanding your offer. You need to know exactly what you're an expert in. You need to know exactly what you're offering and what that looks like, and then match it with real clients. Now, a lot of people go the other way for like, figure out your ideal client. Making sure that you do your offering first makes it a lot easier for you to stay in your realm of your expertise. And even as someone who's done, that's the process that I use to figure out what my business coach like what is this need to look like for me? It made it so much easier for me to feel more fulfilled within like my career and what I do. So that's the first thing right? And then the second piece, as I mentioned, is digging in to your ideal client. So we're not even, we haven't wrote an email yet. We haven't set up a platform. We're doing those foundational pieces of figuring out, okay, so what are the things that make your ideal client like stay up at night? What are the pain points that you're doing? And not even just like the upper level of what I like to say is like for an example for like health coaches. Like everyone's like, my person wants to lose weight. And I was like, well, let's go deeper into that. Why do they want to lose weight? And really digging into those pain points is going to give you those foundational topics and those relations and that's going to trigger stories, as you're mentioning that are going to be like yeah, like, I know what it was like to feel XYZ certain way and being able to relate to them. So focusing on making sure that you have your pain points lined up, you have those topics, and then what you're going to do is you're going to obviously sign up for a platform which, you know, if you're looking for something basic, I always recommend Mailer Lite. It's really super, super, super easy to set up. It's free up to like 1000 subscribers, and it'll just get your, like toes dipped into the water. And then from there, you want to start your first sequence. A lot of times, you know, we get people into the list and you know, we're just like, they don't hear from us. And when we get a thank you, they're like, oh, here they are. So depending on how they're going it coming into the list, whether they're opting into a freebie, whether they're, you know, opting in for 20%, off coupon, whatever it is, making sure that you have a follow up email sequence is going to really help you, you know, stay engaged with them very early on, and help with that know, like and trust factor that you're trying to build with them.with them.

Yong Pratt 11:57
Oh, my goodness, oh, there's so many great things that you just said. And I love the idea of not starting with the platform first because a lot of people out there advocate, Hey, get this thing, get this thing. But there's really no context. It's like going to the grocery store and having to shop for somebody else and guessing what you're going to pick up for them but you just don't know right now. I love that you talk about, you know, it's it's this, this place where you just you just start away from email because email sometimes for some people can get a little overwhelming because a little bit tech involved not usually a ton. But I know a lot of people are thrown off by that and that causes them to stop. So if we can back up the train a little bit and say no, let's see, you know, what is it that you want them to do? What are you going to offer them? Where are you going to take them? And how are you going to build that relationship? What is it you want to get them to invest with you in the future with? There's so many different steps and then knowing who you're going to talk to you and and then what pain points they have. And I wanted to see if we can get some examples of pain points, because if someone's listening, this might be something that's maybe a new concept. So what does a pain point look like? Can you give us some examples?

Ashley K DeLuca 13:11
Of course definitely. So to kind of break down in terms of going back to the health coach because that's usually like the easiest and people can relate all those different pieces. So again like we're trying to figure out exactly what your offer solves for your ideal client. So for an example, back to the health coach. Let's say they do one on one coaching sessions. Or even still like let's say they have their own product line like they have their own fitness apparel. So in terms of with like going backwards so like if you were to map this out I would literally just take a printer, like I've used printer paper like nothing else and never in my printer. So you take like a printer piece of paper right up at the top. Okay, so here's what the offer is, right? And then narrow it down in terms of with okay, so the results that come from this and like using this apparel for an example, is you know, people have said it made them feel strong and made them feel confident and made them feel like all these different things, rightz? So these are like results of that and so then you kind of work backwards in terms of with okay, so they they wore the apparel. They felt strong and confident. So what did they feel like before they weren't right before they invested into my one on one coaching before they bought my product or service? Where were they at before that? And a lot of times, you know, it's a lot about taking a look at our own journey because I feel like we're our best advocates, right? Like, we're just a couple steps ahead of our ideal client. So taking a look at like, you know, I know before I got really good, like yoga pants, for example, you know, I just felt like, Oh my gosh, like having to pull them up all the time. They were see through like, all these different like, you know, I mean, like, you just think about those pieces of like, Okay, so what's going on in their head? Like, what are they thinking about? You know, you know, are they feeling frustrated because they can't fit? Are they feeling you know, overwhelmed because they have no idea what kind of diet plan they want, like, all of these different things, or even going back to the soap example, you know, what would make someone purchase soap? Well, I don't like for an example. I know my sister is like, super crazy, like sensitive to everything. So having soap that she could go to that, like doesn't have chemicals in it. That's like, really cure or clean and pure, like all those different things, those are pain points, right? So they're feeling like anxious when they go to the store and they need soap. Or they feel like a certain kind of way, or this is what you're solving. So a lot of what I help my clients with is really digging into that. But the best way like to go to like literally is go to your source, which is your ideal client. So if you have someone who's purchased in the past, talk to them, like go back through your conversations. Look back through like when they're explaining or, you know, when you do like a call with them, whatever that needs to look like. Really just dig into their own language. Because their language is exactly what's going on to attract other people just like them. And sometimes it's not even how we say it, right? It's a lot of times, you know, they say it in their own kind of way. We have to connect those pieces.

Yong Pratt 16:12
Yeah, and that bit of research about talking to people that have purchased from you before, and right now, especially when we're social distancing. It's a great time. If you're a hairdresser, if you have a brick and mortar business, and it's not working out full capacity right now, you probably have a little bit of time to pick up the phone and reconnect with those people. Ask them some questions. And I know some people come to me and they say, I don't really know what I'm good at. But then, you know, it's so easy for us on the outside is to get the gifts of other people. It's not so easy sometimes to see our own gifts. So even asking those questions and saying, Hey, you know, what, do you see that I'm good at? You know, there's a lot of people contemplating new businesses right now. Like, you know, I have this idea and, you know, I'm not doing work normal. So maybe now is the time, I'm getting the push from the universe saying, hey, well, here's what you need to go to take that next step. But it's really about re-engaging, talking. And it's no different than the email marketing that we're talking about in this conversation. It's all about steps in the relationship because you really do need to know where you can take them. I know with my students, when It comes to podcasting. You know, they're eager to get in and like record the episodes and, and do all these things and want to know how to connect all the pieces so we can automate stuff and do all the fun stuff, right? But the cool stuff. It's a different story, though, when I say okay, before we can get to all that, we do need to know, who is it like? Who are you talking to? Like, if you're talking to everybody, you know, the whole the whole phrase is, you know, if you're talking to everybody you're talking to no one sort of thing. And this is really, really, really so true with mail that you need to know who you're talking to, because an email you sent to your grandma is very different than the email that you send to a client, right? They probably wouldn't have the same tonality, they probably would not have the same content. So we just need to make sure that we really do know and, and figuring this out, like Ashley has said about what are the pain points? What are the things that you're helping them achieve, like the transformation people buy the transformation and what to know what's in it for them don't necessarily want to know the list of benefits, you know, 100%. I mean, they might want to know those things, but really, they want to know what's in it for them. And if your emails can solve that, guess who they're going to be calling?

Ashley K DeLuca 18:35
Exactly. And also to like, as we're thinking about, like market research and all that your email list is a huge resource to send out a survey. And, you know, especially if you're a brick and mortar business, now is the time to start tapping into your best resources, which is your clients there. I mean, I can't even tell you how many times I've gone to a salon or I've been like, man, it'd be really cool to have XYZ. But then I'm like, I don't know if they really want to hear my opinion. But like, you know, mean, like that gap and be like, hey, I want to know what is something else that we can offer you? Maybe it's as simple as like, Oh, I would love like scrunchies. Like carrying scrunchies would be amazing. Like I would definitely be interested in that like, little things like that that would be able to add on you know, it may not be thousands and thousands of revenue, but it could be something more than like the initial service. Or you know, you could serve another entrepreneur who makes scrunchies like, there's so many different things that you could really, you know, start to build connections with and make conversations with, you know, and just pair up. I mean, this is so incredibly important right now to do that collaboration, just like we are now. Right? And, you know, collaborating and going forward is going to be key, I think, as we move forward through all this.

Yong Pratt 19:43
Yeah, I couldn't agree more. And the idea of collaboration is definitely what sort of is the breeding ground for more ideas, right? This whole Summit is about creativity. The more creative we can get, the more resilient we are at the end of this, right. We're building stronger relationships. We're building stronger foundations. We're building a stronger business and now is the time to do that. I know some people are super stressed out and I understand that completely, about not knowing what I want to say to everyone is just to encourage you to reach out to somebody and maybe maybe they are in your same field. You know what, people aren't choosing to go to different places because they like the person. They have loyalties to people. You know, people choose to go different places because of a lot of reasons. And mainly they're coming to you because they like you, right? So worry about the collaboration that I know, I used to hold things so tightly. And, you know, it just felt like everything was so hard because I was so closed about it. And what I finally realized, no, it's, it's fine to me a lot of years, I have to say, like, I've been in this entrepreneurial game for, you know, 20 plus years now. And so I mean, for the great majority of that, I felt like no, I don't want to share my secrets. I don't want to collaborate because they migh steal my idea because that was my experience in several situations. Like, I don't want to say anything. But now it's like, you know what, it's time right now. People need each of us to show up because we each bring different things to the table. And yes, they might be similar to a person who has a business next door. That is okay. It's really just trying to, you know, put on that thinking, cap, get creative, and figure out and plan out this relationship you want to have with your clients, and then use email to facilitate that. Because people right now I know me, obviously for me personally, I'm spending more time, you know, looking at what my friends are doing, not looking at my news media, but we're looking to see, you know, if I can support them in some way. I'm also spending more time in my email because I requested extra emails right now from people who are doing things like this. They're doing summits. They're bringing people together, because I think, you know, the more ideas we have, you know, there's bound to be one idea in, you know, every conversation, but then in the summit, there's bound to be one thing everyone who watches this can take away and say, Yes, I love that. And Ashley, when you said that, you know, figuring out the relationship first then figuring out the tools Later, like that's such a good step. I want to know where people can find you to take that next step if they're ready to, you know, they've watched them, they said, Ashley, awesome. I love this conversation. I relate to this. I want to build relationships. I want to do the techie tool, not sure. Where can they go to find you for some support?

Ashley K DeLuca 22:42
Totally. Yeah. So you can definitely hop right on over to my website, which is Ashley K Deluca dot com.

Yong Pratt 22:50
Awesome. Well, that's an easy one. And when we're done with this interview, if you would come back and just pop back underneath this video, that way people can link out directly to you. Because my friend has all of you watching on play all of you watching live, it's time to start focusing on this email list because this is your own asset. It's not dependent upon any one platform. This is yours. People have raised their hand and said, Yes, I want to be part of this. And speaking of that, before we hopped on the call and asked about it getting permission to send people emails, what is the best practice or practices we can use as business owners to make sure people are signing up and getting the right things from us.

Ashley K DeLuca 23:35
Totally. So obviously, the very first thing is make sure you use an actual email marketing platforms do not use email. Don't use Outlook, actually use an email marketing platform because the thing is, is that we need to have an unsubscribe link down below for them to be able to unsubscribe at any time. So that's literally the first thing. The second piece is going to be making sure that you segment your list very well. So what's gonna end up happening is if you have you know, Sally Sue over here, who's in one stage of her business, and then you have Joey You over here, you know, like, you want to make sure that like they get the right kind of email based off of where they're at. That's a lot about sending out lots of emails, watching how they interact, asking questions, and then being able to really get to know who they are because everybody like, for the most part, right, every email has a look like a person behind the screen watching, looking, clicking all the things. And so making sure that you take the time to get to know them is really going to help make sure they're getting the right kind of content. And then lastly, making sure that you are using double-opt in is going to be key some people, you know. You can use single opt in still, but using double opt-in is usually a little bit more on the safer side. You would say, making sure that they you know, actually confirm into the subscription, they actually get exactly what they need and all of that good stuff.

Yong Pratt 24:55
That's a good point. I hadn't really thought about the single versus double opt-in for a lot of years and I haven't used double opt in, I'd say probably in about a dozen years so maybe it's time to reassess that. Because I do wonder sometimes when especially when you're leading with something like a freebie or giving a report or video series or something, and then people just get it delivered right away. You know, and they never check their email. Yeah, yeah, I always wonder about that, right. So, so yes, okay, I may have to go reconsider for myself. So I'm taking that away from my action item today. So I want everyone who is watching to come back and let us know what your one action step is from our conversation today, because this summit is not just about sharing a lot of ideas, which we have done that, you know, in these four days, it's really about, okay, I listened. Now the next step is taking action. Because if we're not putting that one foot in front of the other every day and moving forward in our businesses, we may not end up with businesses at the end of this, which breaks my heart. So let's work on some action together, you know, my actual step, I'm going to go work on my double opt-in. So if you request something from me in the future, look for that, because there'll be some directions on how to make that happen. But I'm excited to bring you actually to everyone today because this is such an important topic. That is, you know, as we're building relationships in this time that just looks different. It's more important than ever to know who we're talking to, how to talk to them, and share with them. The things that make us cool. And we can just share our awesome with more people. So I want to thank you so much for your time, so much, so much for us and raising your hand. This is the first time we're actually meeting, talking alive. So that's exciting. I love finding kindred spirits online, who are really all about showing up and serving and making sure that we're helping as many people as possible. So thank you so much for your time today Ashley.

Ashley K DeLuca 27:03
Yes, thank you so much for having me.

Yong Pratt 27:06
Thanks, everyone for tuning in live or catching the replay. I look forward to bringing you the next conversation in the Creativity and Resiliency in Small Business Summit.

So what'd you think? Are you ready to dive in full force into email marketing? If so, come on over to www.yongpratt.com/280 and share your biggest ahas, and your action steps so that we can help hold you accountable to building your email list, which is so, so important to your business. No matter if your business is online, offline, or you're a service-based or product-based business. Now as I promised, I want to let you know how you can get your hands on all 10 of the interviews in the Creativity and Resiliency in Small Business Summit. All you have to do is head over to the show notes for today, www.yongpratt.com/280. And right there on that page, there's going to be an image that says take me to creators landing. It is a brand new community we've put together and created on Facebook. So we can talk about content creation in its many forms, and how to do things like get your kiddos involved in the process. It is a group I'm so excited to bring you - a community of like-minded business owners who are looking for best practices and ways to make content creation easier, so that you can get your message out to more people. When you request to join Creators Landing, you'll have the option to leave your email address with us so that we can send you the details and instructions on how to access all 10 of the interviews in the Summit. Again, you can get all the details and join us inside of Creators Landing at www.yongpratt.com/280. We'll see you in the community. Cheers!

Catch up on the whole series

Part 1: Print on Demand with Nicole Thomspon

Part 2: Facebook Ads with Tammy Pereira

Part 3: Podcasting with Yong Pratt

Part 4: Audiobooks with Derek Doepker


Quotes & Images to Share

Recession-proofing Your Business Part 4: Audiobooks

Recession-proofing Your Business Part 4: Audiobooks

[0:00] If you’re a podcaster, or you’re creating video in your business already, or you want to learn to do these things, you’ll definitely want to tune in to today’s episode of the Amplify Your Awesome podcast. Today, our guest on the show is Derek Doepker. And he’s going to peel back the curtain on how you can use audiobooks and your skills as a podcaster or a video creator, to not only create and record your own audiobooks, but to do that for others to diversify your business using the skills and resources you already have.


[0:41] Once you’ve listened to the podcast, share your recording setup BELOW. Let us know if you’re going to record an audiobook for your business using your words, or you’re going to be in service to others and help them turn their words into audiobooks.


[1:18] Our guest today is Derek Doepker – a best selling author, speaker and consultant on the art and science of mind, body, and business mastery. I first heard Derek on a webinar and was really curious if I could use my podcasting skills to create my own audiobooks.


[2:50] Derek, can you talk to us about how you got started with creating audiobooks and how you’re helping others do the same thing now.


[3:00] Find out how Derek first came to the world of audio at the age of 12 and how it led him to write books and then creating audiobooks.


[4:25] The comment Derek kept getting and the trend he noticed that led him to research and helping others




[7:38] Derek can you talk about how to get high-quality audio using things lying around the house?


[10:47] The type of microphone Derek recommends


[13:01] How being a problem-solver helped Derek discover a practical solution that anyone wanting to create a high-quality audiobook can use


[14:41] How this new recording set-up could double as a getaway or a hangout with your kids. How a small shift in your mindset can help you start creating audiobooks today.


[15:48] What to do when you don’t like the sound of your voice


[18:44] “It’s not about whether you love your voice or not. It’s about being in service to others.”

Derek Doepker - Amplify Your Awesome Podcast - Yong Pratt

[20:20] How training your voice is a form of self-development


[22:39] The benefits of recording your own audiobooks


[25:19] ] Something that you bring to the table that only you might be able to bring to the table.


[29:24] How Derek serves others. Connect directly with Derek:

Derek’s Website

Derek’s Books on Amazon

Get Derek’s Audiobooks Made Easy Program 


[30:56] Yong’s experience of going through Derek’s audiobooks program


Ready to learn to record audiobooks for yourself or others? Join Yong inside of AudioBooks Made Easy 

Audiobooks Made Easy

[34:26] What did you think about today’s episode. Come share your take-aways action items BELOW. So what did you think? Are you excited to take this idea of creating an audiobook


If using your voice to share your message resonates with you, and you haven’t started your podcast yet, I invite you to join me inside of Podcast in a Weekend, which is officially open. This is the final time we are going to be launching Podcast in a Weekend in its current format and at its current price point.


Read Full Transcript

Yong Pratt 0:00
If you're a podcaster, or you're creating video in your business already, or you want to learn to do these things, you'll definitely want to tune in to today's episode of the Amplify Your Awesome™ podcast. Today, our guest on the show is Derek Doepker. And he's going to peel back the curtain on how you can use audio books and your skills as a podcaster or a video creator, to not only create and record your own audio books, but to do that for others to diversify your business using the skills and resources you already have.

Yong Pratt 0:41
Once you've listened to the podcast, come on over to the show notes at YongPratt.com/279 and share your recording setup because Derek shares are pretty awesome one and the visual is amazing. And come on over. Let us know if you're going to record an audio book for your business using your words, or you're going to be in service to others and help them turn their words into audio books. Again, that's YongPratt.com/279. I'll catch you right over there.

Our guest today is Derek Doepker. Derek is a best selling author, speaker and a consultant on the art and science of mind, body and business mastery. I first heard Derek on a webinar with Nick Stephenson, all about audio books made easy. I was really curious on how to create audiobooks, and I didn't think I had the skill sets or the resources needed to do that myself. I thought maybe I would have to hire it out. But after going through his program, and learning from him, and really tapping into my skills as a podcaster, and a video creator, I learned that I, too, could turn my physical and ebooks into audiobooks, again to reach more people. And this idea of creating audiobooks, goes so well with the idea of repurposing -something we love here on the podcast about taking one awesome piece of content and turning it into multiple. So if you have a book sitting on your hard drive, if it's somewhere out there in the cloud, like Dropbox, and it's just gathering dust, maybe it's time to pull it out, use your voice and record your words to impact the lives of more people and serve in a bigger way.

Derek Doepker 2:47
Yeah, thank you so much for having me on.

Yong Pratt 2:50
Derek, can you talk to us about how you got started with creating audio books and how you're helping others do the same thing now.

Derek Doepker 3:00
Sure thing. Well, when it comes to audio, my first start in the whole world is go goes back to I guess when I was 12 years old and started playing guitar. And I didn't think I'd be doing anything business wise. My whole dream was to become a rock star. So that got me into the world of not only playing, but music production, audio production, and I got my degree from Belmont University in Nashville, Tennessee in music composition. So without giving my whole life life story, essentially, I've moved out to Los Angeles to become a rock star. And that's when I got into content creation. It was blogging, YouTube videos, and then eventually I came across this whole thing of like, Oh, you can publish books. Let me take my writing and put it out there as a book.

My first book, barely sold, maybe about three copies in that first month, and one copy was to my mom and next book didn't sell much better. But eventually, after a couple years of trial and error and sleeping on an air mattress and trying to figure out the whole online business thing, I went to a seminar. I learned like the final missing pieces, which was really about influence and relationships. I added that and to my plan and then my third book launch, it was called 50 Fitness Tips You Wish You Knew, became a number one bestseller in weight loss and made almost $6,000 in royalties in 11 days.

So at that point, I cracked the code to the whole book, self-publishing thing and went on to publish multiple books. And each one of them became a number one bestseller. Not because, you know, at this point, I realized it wasn't about getting lucky nearly as much as just having a system, right? Knowing a process. Knowing how to follow it. And so that's when I started teaching other authors. And it was a couple years into this process, I started noticing. I'd tell my friends. I remember one friend. I had a book I just got done. And she's like, yeah, like you know, when it's when it's out on audio? And it's like, well, I mean, you can get it on like, an, you know, Kindle or an E reader or a print book. Like, it's like, yeah, just let me know when it's on audio. And so I started noticing this and I realized that there's a lot of people and you know, for the listeners, especially if you're a podcast host or podcast listener, like you get like, there's a lot of people who, not just like audio, but that's the only way that they will consume content, whether it's a book or anything else. So I started thinking, okay, yeah, audio. That's a great way to get the book out there. The market wasn't quite as big as it is now, but I could see the trend, right? I just like even now you can see that podcast. It's like we haven't hit the peak of audio. There's still so much potential with with audio consumption and creation.

So I saw that potential and that's when I started researching how to create audiobooks. I hired an editor for my first book, then I really wanted to do it myself. And we could dive deeper into depending on how much you want to explore it. But I'll make the long story short. After a couple months of research and testing microphones and different techniques, eventually figured out how you can make audiobooks yourself at home without needing to build a studio or anything crazy. Even when I was in like this giant open loft apartment which was terrible sound, I figured out some some little tricks and stuff. And I go, okay, this is possible, not only for me, but for virtually any author that wants to produce an audiobook. And that's when I started teaching authors because at this point I'd already been working with author clients. And I'll make one note about that.

The great thing about being a messenger, a teacher, a thought leader, and however you identify yourself -as a leader of any sort - is that when you have people that you're serving, it gives you this motivation, at least, if you're anything like me, to go I want to figure this thing out. Because like I was working for months, and it was only for my sake, I don't know, maybe I would have persevered, maybe not. But I knew like not only when I do this for myself is it going to be great, but now I'll be able to share it with all my clients and all the people that I'm helping. So I did figured it out. And that's, as soon as I did, I started working with some students to make sure that I could transfer the process. And since then, I have taught hundreds, well, technically thousands of people I've shared the process with on how to either hire an audiobook narrator or more specifically, as I'd like to do, how to create your own audio books.

Yong Pratt 7:38
So many good things about that story. First of all, I love that you started as a musician and you turned that skill set into something that you're doing today because I know as a dancer, not many people can see the direct path to you know what I'm doing today. But I love that it started there with that passion and then you took it to the next level. And you've translated that now into teaching other people how to learn these skill sets, and like you said, they are learnable. They are doable. They are translatable. So now you're impacting other people so that they can get their message out into the world in a bigger way. And I also really appreciate that you saw that there was this trend of people wanting to listen to audio. And I know sometimes we have to hear this message a lot of different times to really stop and say, Oh, wait, okay, I'm hearing it. Now. Let me see if I can figure this out. Because I think as entrepreneurs, I think we're just wired to be problem solvers. And it's probably the most fun thing that we get to do. So you saw that missing piece. And I love that you had friends who said, just tell me when the audio book is out, because I talk to my students about this as well about, you know, when you're creating content, it's not about doing it in the way. I mean, we want to do it in a way that's easiest for us. However, we also want to include other people and meet them where they are, so that they can learn from us too. And being able to take your written books and now turn them into an audio format so that you can reach different people on different platforms, I think that's really the key to this whole series right now is how can you take your skill sets, learn a few things more, tweak them, and then go out there and serve in a bigger way. And now I know you mentioned about the recording studios. I heard you, I've heard you tell the story. And I watched your class and I was giggling the whole time about your setup, because I'm just imagining what this looks like in your loft. Can you talk about, first of all? I guess the sound quality, but how you in your loft department, were still able to create really great high quality sound with some things that you found laying around.

Derek Doepker 9:50
Yeah, and it really touches upon this idea of being a problem solver as an entrepreneur. It's this mindset because to paint the picture, I made I was in a loft. The same building I'm in now, but this is a different apartment unit which had, I don't know 25 at least foot high ceilings, big wide open. And if you've ever tried to record audio in an environment like this, you know you have this reverb have this kind of like you're in a cave or something. And it's exactly what you do not want when doing an audiobook. And even even like podcasting and things like that. You generally want this kind of warmer, more present sound. So I go okay, maybe there's some different effects. But there's only so much you can do with effects. And one thing that helped in terms of just equipment was using a different microphone.

So before I explain how I set up the room, it was just going to a dynamic microphone, versus a condenser microphone. So condenser microphone is very sensitive. Something like a Blue Yeti, which is a great microphone. I have one. It's just going to pick up a lot of stuff though. Whereas I use now the ATR 2100. And there's a few other different microphones. This, this one little shift, made a huge difference. And I've worked with people on their audio and they'll send me samples and I go, that doesn't sound like an ATR 2100 or that doesn't sound like a dynamic microphone and they're like, Oh, well, no, it's the Blue Yeti. It's the Blue Snowball. It's this or it's that, again, great microphones but I can hear it immediately. And then when I've suggested, hey, it's worth the investment if you're doing an audiobook or something to go ahead and get one of these dynamic microphones like the ATR 2100. I believe actually Tim Ferriss, I read something, I believe he sends it to his guests. If they need a microphone, the ATR 2100. I don't get any kickbacks from Audio Technica. That's just what I use, but any type of dynamic microphone and that makes a huge difference. So first of all, having the right tool for the job that can go a long way.

The second piece, though, was I had these high ceilings and I'm sitting there going, okay, I don't have like a walk in closet. Bathrooms aren't great because tile and reflective surface unless I'm going to do this treatment, I really going to build the whole thing. And I actually came up with a way of doing something underneath my staircase, where I'd like to add it all in. But that was a pain going underneath my staircase and trying to set up like all these blankets and stuff. And I also was thinking to myself, this is the future for thinking I'm going even if I could figure out a way to do this weird setup underneath my staircase. What about someone else in a different situation? I want to know how I can transfer and teach this to others. So I wanted something that was more of a universal solution. I was racking my brain for a few weeks going okay, how do I lower my ceilings in my apartment? And obviously that's not a literal question, but it's this. It's this thing where it's like how do you do the impossible if there was a way. And that's a great question.

By the way, it's like a pet peeve of mine when people are like, oh, you just can't do it. Like if you say you can't do something instantly it activates something in me. I'm like, yeah, but how could you you know, like if it was possible? Theoretically if there was some way to do this, so I'm just sitting there going if there's no way to do this, and eventually when you ponder a question long enough, sometimes your brain just gives you something and I got this like what's kind of over your head? Over your head? What what would it be? Well, there's like an umbrella. And wait a second. Maybe if there's like a big thick patio, umbrella, those are pretty sturdy. Well, I wonder if I get a thick patio umbrella, put it up and then throw a big blanket over it. So that's what I did. And it ended up working perfectly. If you can imagine you have this patio umbrella sitting next to you just sitting at a computer desk and patio umbrella set up the blanket ecapsulates you. It goes around you back. Around the computer. And, you know, in two minutes, you have an on-demand studio setup, and it worked perfectly. And then I just, you know, take it down, stick in the corner or closet or whatever when I don't want to use it. So once I had that I then had a solution to be able to create an audiobook and more importantly, to be able to teach this to others to create great audio audio book. It could be any sort of audio, though. So another thing I know, there's a lot of podcasters here, whether it's for a podcast or an audio book, or could be a training course where you want to have really good audio, all of these tips are going to be helpful and relevant to know.

Yong Pratt 14:41
So good and just that imagery of that. It makes me think about you know, sitting on the beach or dreaming of sitting on the beach. So now we can, we can pull out our beach umbrellas, put them up, put them over a blanket and just pretend we're somewhere else while still getting great audio quality. So for everyone listening, if you do this set up at home I want you to send us some pictures because this is such a fun idea. And if you have kids at home, your kids will love playing under the umbrella. So not only can you record audio books, you can get some good quality kid time, too. So it works on many, many different levels. So Derek, can you talk about how to mentally make the shift? Because I know this is I think the thing that stopped me for a long time was not wanting to record my own book. Not thinking I could do it because I didn't like the sound of my voice or I didn't think I was going to be able to do it justice. Can you talk about some shifts that we can think about when we're setting out on this road even to consider recording our own audiobooks?

Derek Doepker 15:48
Sure, so two things come to mind immediately. One is just this idea of what if I don't like the sound of my voice? And I like to say well, that means you're human because that's the case for for almost everyone until you get to reach some people. And I've reached this point where I didn't like the sound of my voice, but eventually I got used to hearing it on recording. And now it's not as strange. But the phenomenon is really just a matter of, of in congruence, meaning it's not. It's not congruent with how we think we sound. In other words, we hear ourselves and your voice resonates through your skull and you go, that's my voice. That's the voice that you hear 99% of the time. When you hear your voice, you have a certain concept of what your voice is, and then you hear it on recording and it's like, no, that's, that's not it. Right? And so that's the feeling of, of not liking.

I tell the story actually, you know, find something about the places I live, become relevant to the story. So when I moved into the apartment, I remember, what was it? It was the stairs are on the left side, the kitchen was on the right side of the apartment that I moved into years ago, not the one I'm in now. And so I toured it and I saw it. And so now I go home and I'm like, I can't wait to move in I have this vision of the, of the apartment, then I go into actually move in. Well, it's a different unit than the one that they actually show you. But it's the same, same design, except now everything was flipped. It was a mirror image. So now my stairs, the stairs are on the right side, kitchen was on the left and everything like that. Exact same, same size, same everything in the apartment, just flipped. And I remember the first time I go in, I'm like, I don't I don't like this. I almost wanted to maybe move me into a different one where it's flipped back the way I wanted it. It was just uncomfortable for that first day or two and then, now it's fine. Then I habituated to it. And it's like, oh, this is normal. Now I just had to create a new normal for myself, so this is an interesting quirk of human psychology. I'm sure there's a name for it. But this idea that your voice doesn't match. Maybe how you how you think it sounds. And so some people, a lot of people will mistakenly think that that somehow means like, I don't like that without realizing a lot of other people might totally be fine with your voice or even love your voice and be okay with hearing you. I mean, you've been sharing. It's the voice that people have been hearing you use your entire life, you know, and I'm not going to say there aren't a few people out there who maybe if they have something where it's really hard to understand them or some sort of issue like that. That could be a possibility. I'll talk about that a moment.

For most people. It's not about whether you love your voice or not. It's about being in service to others. And this goes back to the whole concept we were talking about before, at least briefly touched on is you as an entrepreneur as a leader. You are solving problems and you're doing things for others. And it's the idea of, well, maybe I don't consume audio, but other people do. So it's not about what I necessarily want. It's about what's what's going to help them. And so the same sort of idea here is, do people want to hear you? That's the question.

And as part of being a leader is sometimes going, you know, it's not my favorite thing, but this is what, what serves others and what serves their needs. So I'm going to get outside of myself and go, you know. It's not about me. It's not about me getting caught up in my ego, and whether I love my voice or not, it's about hearing other people going, Derek, I want to hear it from you all. I want to hear from you. I want your energy. I want your passion behind this. And if you find that you have listeners or potential listeners who would want to hear a book or could be a podcast or a course or anything that you're teaching, and they want to hear it from you. Then that's the shift is the I gotta get outside myself and my preferences and focus more on serving them. And when you come from that perspective, then there might be an honest situation where you could record a sample and play it for people. And then if they're like, I absolutely can't understand the thing that you're saying. It's really hard to listen to your voice. If you can find someone that gives honest feedback like that.

Then you can go okay: (A) I'll train myself, because training your voice goes beyond just doing an audiobook or a podcast, this is about training your voice that you're going to use your entire life. I mean, how often I'm an introvert, I don't talk more than I absolutely have to, or if I'm getting paid to, like, I don't talk that much. But even I go, my voice is kind of important to make sure that it's it's trained. So it's a form of personal development. I was talking it was Joanna Penn who I was talking to about this. And for those who don't know, she does a lot of work with authors, the Creative Penn, and she she really inspired this idea in me that oh, yeah, it's a form of personal development and growth to work on your voice. So that's the first thing. Second thing is if you can't train your voice or something like that, okay, maybe it's not a fit. However, that's the vast minority a very small percentage of people. And secondly, that's not about whether I as individual, think it's something I like or not. That's because I actually got feedback from people. And I've determined from honest feedback that for whatever reason, it's better off if I if I hire someone else to do this.

Yong Pratt 21:32
Yeah, so many good points that I really appreciate that you brought up the idea of sharing your voice is about personal development because a lot of the podcasters that I work with, a lot of their business owners, they do multiple ways of connecting with their audiences. And their voice has become one of those things even though they may have started at a place where you know, ooh, having to listen and edit the podcast or edit the video - not so fun. However, we are getting to this place where it is personal development where you're shifting from it being about yourself and about more about being in service of other people and knowing how you can change and impact their lives. Coming from that perspective, I think is so huge. So now that we've made this mind shift, can we talk about what is the benefits for people to record their own audiobooks? So let's take this scenario of we have a podcast. And now they have a skill set of podcasting. They speak to their audiences, they have this equipment, what is the benefit of them, for them to record an audio book?

Derek Doepker 22:39
So there's two points that I want to touch on two different ideas. One is the benefit in terms of the direct benefits. The other thing is what you're saying where you have these skill sets. And so in the theme of recession-proofing your your business and your life, keeping in mind that any of the things that you get into almost rarely if ever, are you starting from scratch. You have your background of experience and knowledge that you're able to build upon. So we can we can touch on that in a moment. The practical, just what are the benefits of doing it yourself? Well, first of all, saving hundreds to thousands of dollars from hiring a narrator that's, that's kind of the most immediate, tangible benefit. Then there's also the fact that you again, you have these skill sets already. So why not capitalize on what you already have, what you've taken the time to learn? That's part of the reason why you can save the money is because you've already learned how to do this. You've already gotten, you've purchased the equipment. You have the setup, if you have the right, the right tools. And then with that, it goes back to what we were just saying which is what does your audience want?

And a lot of times people want to hear from the source and if you are offering any type of courses coaching, consulting, deeper work, ways that people can work with you deeper, that usually takes a degree of know, like and trust. Like people got to really feel like they know you and know kind of what you're all about and your vibe and your energy. And that is something that you can convey. When it's your voice speaking your material, no one's going to know your material better than you do. And that's not to say that there's, you know, narrators can't do a great job of hiring someone. They can. It's just different. And it's not going to be the same as you being the source of your material, injecting your passion into what you're saying. That's a different experience. And in today's world, where people. It's funny, I didn't even make this connection until now, but I was listening yesterday to a talk and it's about automation. And think about automation, artificial intelligence, things that are going to replace human jobs. And we're, so many jobs are going to be replaced by machines. But what can automation not replace are not very easily? Well, first of all, let's go back and look at how, just real quickly how the economy works as this ties into recession-proofing your business.

First of all, this time are not time but like resources, you know, it's about the resources you can gather from the land. You know, whatever, mined gold, you find gold, you find these, you know, things like that. Then it became more about your time, you know, trading time for dollars, then we went into the information age now, it's information is the resource that people value. However, we've already kind of saturated that because what, what's it like now, information overload, we have too much information. It's no longer valuable just to have information. So now, the thing that people are most going to value, this perspective. It's having a point of view. It's having the wisdom to know what information do you need at what point in time, and as having someone that can come in in and clarify and make sense of things for you. This is the thing. I talk to authors, but it's really for anyone, and people aren't buying your information. They're buying your perspective. And that's why if you've ever had this experience, you might have heard a quote or an idea 100 times throughout your life, thousand times, but then someone comes along, and they say it in just a certain way. And maybe it's who they are, and the inflection and their wording and they just put a certain spin on it, and then it just clicks with you. And it's like, I got it now, it's the perspective that made all the difference. And that's really the key thing that you're offering a value. So I could come on here and deliver the same information. But I could just talk like a robot and say you want to make your own audiobooks. It's like people will be like, I can't handle this same information. But a different perspective, a different energy, a different enthusiasm, right. And so that's something that you bring to the table that only you might be able to bring that to the table. There could be thousands, millions of other people could deliver the same information, but they won't do it the way that you do it. And so that becomes part of your unique selling proposition, which is then how you can have a way of standing out in a crowded marketplace.

Yong Pratt 27:28
And this is such a good point about your we're bringing our own points of view. And I think that's really key because, like you said, there is an abundance of information out in the marketplace, but being able to bring your own spin is huge. And I, for one, have really leaned in a lot to listen to audiobooks. And now I pretty much will refuse to purchase a book, if it's not read by the author, if it's nonfiction, because I really want their perspective. Because oftentimes in nonfiction work, if it's narrated by the author, they'll throw in extra bonuses that you will not get in the written text. And I, as a listener, appreciate that so much. Because, again, it's that perspective. It's that it's that that thing that connects me to them. That's why I resonate with them. That's why I like to listen to them. So I think for everyone listening to this episode, being able to bring your own perspective and sharing your own voice in just the way that you do it by showing up like you, taking all the best parts, right and amplifying that by recording this audio book for your audience and your potential audience is such a great way to first of all connect, to share your unique point of view, and again, to be of service. And we've probably said the word service in this interview so many times, but I really do think that at the end of the day, anything we're doing in this series about recession-proofing your business, is really about how can you stand up? How can you stand out? How can you serve? Now Derek, I know that you've helped thousands of people now make the leap from thinking about recording an audio book to actually taking the steps to do that. Can you tell us about how people can choose to work with you if they want to learn more about that?

Derek Doepker 29:24
Yeah, sure thing. And just a real quick point of what you said, because it was so good. And I want to drive a point home. You know, when you talk about perspective, perspective, includes your tonality. Perspective includes the the energy that you bring into something. And so much of communication is the tonality. So that's why I could say, I like drinking water. I can say I like drinking water. I like drinking water. Two slightly different meanings just by you know, emphasis based off of the tonality. So that's part of that and then when you talk about service, really recession-proofing. It's going to tie in the service thing, and how can I be of service? or How can I create value for people? Right? And so that's why even for those who have audio skills, if that means even doing audiobooks for other people, you know, I'm talking all about the benefits of doing it yourself. And I didn't plan on this becoming a thing, but as I taught people how to do their own audiobooks, I myself even thought I could do this for other people. So I've recorded some audiobooks for others. You know, I know some of my students have. So this is the idea once you have these skill sets, it's not just how can you do it for your you know, of course, you're doing it for others by creating an audiobook for others to enjoy. But now you can leverage your skills by providing it to other people. If you want to learn more about recording your own audiobook, the training that I have on that is called audio books made easy, audiobooksmadeeasy dot com, and my overall website for authors is BestsellerSecrets dot com.

Yong Pratt 30:56
So good. And I went through your course and it was it was so step-by-step. And it was created in a way that I could personally resonate with. I like those short and sweet wins. You get in. You learn a thing. You go do it, and then you keep repeating it. And by the end of the course, you've built this great system. And I love that you touched on the idea of systematizing things, because I think for a lot of business owners, they sometimes want to overlook that part. And I did for years, I didn't want to systematize anything, because I thought it was going to stifle creativity. I thought it was going to really just put me in this box. And what I discovered, after going through this idea of systematizing my business in creating all the systems my staff could then use, it was made business so much more joyful. For one. It made it so much more fun. And I knew there was a repeatable way to do stuff. I didn't have to always be on my game, and think of answers or problem solve on the fly. They were already documented. So I love that you've created this system and you're now sharing with others. And I will link up your website on today's show notes. So everyone can go check it out. Because I think if you're looking for a way to recession-proof, and you're already using audio or even video in your business, but you could turn into audio, this is a system that I really, really think that you should check out. Derek has put it together in such an awesome way. I'll link it up on today's show notes at YongPratt.com/279. And you can find out more about Derek there. Now Derek, where else do you hang out online if people want to come check out what you do and what other services you provide?

Derek Doepker 32:41
Yeah, so the main my main site is DerekDoepker dot come - d e r ek d o e p k er.com - which you'll probably have to see that in the show notes because it's a little tricky one. That that'd be the main place of course you can find my books on Amazon and we can link up to that. So those are those are the different places. And on another note about systemising. That is, I can relate not necessarily wanting to systemize things being resistant. And what got me around it was as soon as I just go, well, it's not just creating a standard operating procedure. For myself, like, that doesn't sound like that much fun. But if I call it a training course to teach it to others, and I go, oh, that is creating the system. It just, you know, for me, it's shifting it to how do I, how can I teach others to do this for themselves. So that's another way that you can think about, you know, doing whatever you're doing. If you're feeling some resistance, sometimes it's just these little shifts in your perspective, calling it something else, framing it as something else as a great way to bypass some of that resistance and actually find it can be a lot of fun.

Yong Pratt 33:49
Absolutely. You have to make it a game. You have to make it fun, figure out a way for you to get to that endpoint because if you're going to use something like audio, and you can use it to help your business help other people who are serviced by your business and people out who haven't even met you yet, it's such a wonderful gift that you can use. And, Derek, I want to thank you so much for sharing your time with us today, and really diving into this idea of leaning in to using audio in our businesses so that we can really start to recession proof our businesses. Thank you.

Derek Doepker 34:25
Thank you.

So what did you think? Are you excited to take this idea of creating an audio book for your business, or to be in service of others and create audio books for them to recession-proof your business? I want to hear all about it. And if you want more information about Derek's Audiobooks Made Easy program, come on over to the show notes, YongPratt.com/279 and share your biggest takeaways, your biggest aha and your action steps on this road to recession-proofing your business with audio books. And by the way, if this idea of using your voice to share your message resonates with you, and you haven't started your podcast yet, I invite you to join me inside of Podcast in a Weekend, which is officially open. This is the final time we are going to be launching Podcast in a Weekend in its current format and at its current price point. If you're interested in getting all the details, head over to today's show notes at YongPratt.com/279. And certainly, if you have questions about anything audio, drop your questions right there in the show notes and I will personally reach out to you to make sure that you can use audio in a way that's going to benefit you and your business. I'll catch you over on the show notes. Cheers.


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