Any business can benefit from an endless flow of clients, providing a steady source of income and building a vast number of connections. Charles Byrd believes that this is possible through securing joint ventures. Charles is a master of developing business relationships and joint venture partnerships (JVs). In this weekly coaching session, he breaks down the five necessary shifts to make your brand unique, reputable, and reliable in the eyes of clients and potential partners. Charles explains how to attain the right balance between having that wow factor while delivering value and building relationships. He also talks about how podcasts play an important role in discovering the best joint venture opportunities, delving into its strong monetization power if done correctly.

Everyone, welcome. I’m Tom Hazzard, host of Feed Your Brand and Co-founder of Podetize. We have what is normally our client-only weekly coaching call. Those of you that are our customers and attend these sessions every week at this time every Wednesday, we bring you what we think is a good topic that will be of interest to you, although it’s me because I have a special guest. We record an episode of our show for the first 20 or 25 and then have Q&A. Now, we’re doing something a little different. I’m happy to present to you Charles Byrd, who is not only a Podetize customer but an expert in joint ventures. I’m not going to do too much explaining that or defining it. I’m going to let Charles do that because he’s the expert.

We opened up our coaching call not just to clients, but we offered it to everyone on our email list who is even a prospect, because personally, from my business experience, this subject would be of interest to a great many people. As a business owner, some of the earliest opportunities that we had to grow our customer base and monetize were through joint ventures with other companies. These things take place in many forms and not everybody does it the same way. I am curious as a business owner to learn what Charles has to share with us. I’m excited to have him. Without spending much more time on that, I’m going to turn this over to Charles to present. Charles, why don’t you introduce yourself a little bit and then feel free to as you’re ready to go into your presentation? I’ll be here if I have a question or a comment during it, and then we’ll open it up to Q&A at the end. Does that sound good?

Tom, thank you so much for having me. Everyone, it’s great to see you on. This will be a very good use of your time because we’re going to talk about building amazing relationships in a systematic way to, not only make your podcasts make a bigger splash to be able to get bigger guests, but to monetize those podcasts by landing private clients, getting in front of other people’s audiences, talking about how to leverage the big names you’ll be able to attract onto your shows or you already are. It’s a very satisfying way to go about things, and I’m excited to share it with you. I’ll dive in and I’ll definitely be doing a full Q&A at the end.

We’re going to be talking about the five shifts to a never-ending flow of clients. One of the vehicles that I recommend people use to do this is podcasts. It’s exciting to share this because you’re already well-positioned to leverage this. We live in a very busy world with lots of pings, dings and distractions. For a moment, I’d love for us to take a breath here and reground. You have plenty of oxygen in your brain as we dive into this important topic.

One of the things in John Assaraf’s book is to always ground whatever the context. You can reset by doing deep breathing. It’s pretty nice. A little bit about me. I’m an entrepreneur, husband, father and human hailing from the Bay Area here in Northern California. We’re going to talk about, not only following up with leads you already have but systematically creating new clients, new referrals, closing more deals. A key topic for this group is monetizing your podcast. I’d love to know how many people are successfully monetizing and conversely want to, need to or plan to versus already are? I’d love to get a feel for that.

A tiny bit of background about me. I worked in Silicon Valley for fifteen years. I was a Director at a billion-dollar software company working in that shiny building. As shiny as it was, I wanted to do something bigger and operate on my own agenda. I wanted to change, but I was a little too comfortable. What pushed me to start my company was my mom. She ran a hospital in Central California and taught OB nursing school students. One day, I was working on my laptop at the Starbucks by my house and got a call from her. She had that serious tone in her voice. I was thinking one of the kids she adopted from Sierra Leone was having trouble in school, but it wasn’t that. She said she’d been in a minor car accident the day before. She thought she was pressing the brake but wasn’t and hit the car in front of her.

Joint Ventures: Your podcast is the gateway to high-ticket private clients and booking joint venture partners.


That day, she was reaching for a fork and physically kept missing it by six inches. I took her to the hospital and found she had two stages four brain tumors. I could barely walk into my house to tell my family that. We went down to be with her going into brain surgery. I stayed at her place for a year taking care of her. My mom lived one year to the day from when I got that call. For me, nothing could have scream louder. This is the time to do the things that you want to be doing. The bigger impact you want to make, the traction you want for this show, the people that you serve, and the quality of life for you and your family, this is the time to make those moves. I chose a new path. I have this piece of wood made, “I can. I will. End of story.”

This isn’t playing around with it. It’s all-in on it. I left Corporate. I came into the online space and I went from wall-to-wall meetings to fierce silence, a very isolating, weird feeling. I knew I loved people and systems. That’s what we’re going to be talking about. Building relationships that surround you with people who have your back, sending you referrals, sending you amazing guests, connections, and those connections become clients and joint venture partners systematically weekend and week out. It’s a system for building amazing relationships. You’re not working in isolation. On lockdown or not, you have a network of people behind you, which is very fun. You can do this as effectively in the online world as offline.

These strategies have taken me from literally brand new and green in this space to insane opportunities left and right. It’s always about connecting and providing value to others. In doing so, the doors of opportunity swing wide open. You do start playing the game as an insider. You’re invited to summits and other podcasts. People are lined up to come on your shows. It’s done systematically. It’s not by accident. It’s because you’re purposely putting energy into building great relationships, which leads to getting in front of the massive audiences they’ve built. My friend, David Gonzalez, ran Pete Vargas’ launches that were doing $4-plus million. He says, “I’ve never met anyone who consistently can set up joint ventures.” We’ll define that in a minute.

One of my friends, Joe Polish, notes, “I’m an expert at systems, productivity and relationships.” The reason we’re covering this is you’re going to naturally know how to get closer with the folks you’re having on your shows or a part of your world that helps guide them into working with you privately, digital programs, or other types of offerings that you have. You’re taking the time you’re putting into your marketing, which Podetize saves you a ton of time on that, which is a very beautiful thing. What you’re doing with Tom is leveraging your time. You’re doing the show. You’re not having to produce everything. This is a similar philosophy related to creating promotions with the people you’re connecting with and following up with more people to land clients. It’s going from one-to-one to one-to-many, which your shows are already doing, but doing that as well with your products and offerings that gives you leverage, and that leverage enables you to scale.

Again, it’s a systematic approach that works regardless of niche because it’s based on relationships, connection equals opportunity. The opportunity to listen, learn, trade ideas, share intros, and make real human connections. What I’ve heard over the years, people are sometimes intimidated to approach others for a few different reasons. Let’s use the analogy of podcasts since that’s pretty poignant. I was doing a bunch of interviews a few years ago and I didn’t even have a podcast. I was sending them to my list or doing Facebook Lives, things like that. I connected with Jordan Harbinger. Since you guys are podcasting, you may know him. His show has 2 million or 3 million downloads a month. I invited him to be on my show.

Here’s the thing. It would be easy to think if I don’t have a huge platform. How can you go invite someone with a following like that for an interview? The fact is the podcast is the perfect platform for that, but people feel like they fall into the reciprocation trap. If you think someone’s list or a following is way bigger than yours, it might intimidate you from starting to build a relationship with them when the fact is they are people too with their own goals and things they’re working on. You have all kinds of ways to support them in that. They can get the ball rolling on a phenomenal relationship. We’re going to be talking about, not only how to connect with these folks and the arc of that process, but how to do so by providing value to them where they can’t wait to help you with things because you’re working on supporting them as well.

This builds strong relationships. A little further on, we’re going to be talking about what I call the invisible pitch to plant the seed of where you want the conversation to go right up front that builds momentum from things you’re working on. Let’s jump into some of the specifics here. By the way, I only met that gentleman ten minutes before he snuggly strapped himself behind me, which felt a little inappropriate given the duration of our relationship. When we leaped from the aircraft, my view quickly changed to being very happy. Someone who’s done this thousand of times, I had my back on this journey. I have your back on this journey of leveraging the platform of your podcast to land private clients and line up presenting to other people’s audiences.

One of the biggest reasons for having a podcast is to guide people in buying your products or programs. Click To Tweet

Let’s start with shift number one, the shift to relational marketing. This is the antithesis of sitting in the basement trying to hack the Facebook algorithm that’s getting harder to manage every day. It’s the antithesis of transactional marketing, where you say, “I’ll do this specific thing for you, but only if you do this specific thing for me.” That transactional feeling for one is very empty, but you can’t build longevity with that approach. This is about building deep, true relationships with people based on things that you have in common. You find those out by asking questions and listening. Let’s talk more specifically about how that’s done. If you didn’t know, relationships are everything. It sounds like a platitude, but when people are on their deathbed, all they care about were the relationships, not their things.

The personal satisfaction from family, clients and colleagues, that’s, again, relationships. When you talk to online-focused entrepreneurs along with regular ones, the ones scaling, doing large promotions and launches have these relationships. I’ll use a few examples from the online world because that’s where I spend a lot of time. Ryan Levesque’s last launch of his Ask Program did $8 million. Forty percent of that was through partners. Only 20% was through Facebook. How do you start lining these things up? I’ll give an example of my friend, Tim, who has consciously built a great network before the pandemic. He was doing monthly dinners and inviting people to those. He was like, “I’ve got these great relationships, which many of you have too from all the people you’ve had on your shows.”

Tim wasn’t leveraging them to build the business. He was jumping on one of my peer JV group program calls and he was late. He was like, “Charles, sorry, I’m late, but I’m late because your system works so well.” I’m like, “What do you mean?” He said, “Since you taught me how to line up joint venture partnerships presenting to other people’s warm audiences, people that are far more willing to buy than cold traffic, in the last 11 days, I’ve booked 13 stages and webinars. I was late because I booked the 14th.” How do you make these connections? How do you become a human lead magnet? Ways to connect are online, at events, mastermind groups, calls like this, and different communities where your peers are hanging out.

One thing I want to have you write down is there’s this common belief that if you’re going to try to line up presenting to other people’s groups, you have to reach out to people. Call who have never heard of you. It feels challenging when the opposite is true. We want to work from warm, from the people who do know who you are, your peer group, people that listen to your show, you’ve invited on the show, and different peers in the communities you spend time because not only can these folks make great guests, which become great clients depending on who they are. Their own community or audience can become great JV partners to present your products or services to their audience. Another example in our Zoom world, the chat thread within a Zoom call can be a gold mine when you’re on calls with your ideal partners and clients.

I’ll give a quick example. My friend, David, runs something called the Internet Marketing Party, and this was an in-person event until COVID and it went online. This was the first one they did online. This is a bunch of entrepreneurs, marketers, and podcasters. They had 67 people on this call. I’m going to give you the very specific language you can use. Let’s say I’m connecting with someone I know on the call. I might ping David and say, “Great to see you. I’d love to hear what you’re up to that. What have you excited about. Are you up for jumping on a call in the next week or two? If so, feel free to share your booking link. Here is mine.” Simple as that.

Let’s say it’s someone I’ve never met before. I don’t know Liz so I could ping Liz and say, “Liz, great to see you on the call. I’d love to learn more about what you’re up to and who you serve. Up for jumping on a call in the next week or two? If so, feel free to share your booking link or here is mine?” Simple, right? It’s messaging people in the chat. From this call, I booked eight follow-up calls. Two of them became private clients and three of them became joint venture partners because of that simple outreach. You can do this in an array of communities like Facebook, LinkedIn, Zoom calls, Podetize, and gatherings, things like that. The next step is the shift to wowing your partners. This means going above and beyond what most people do to make an impact. It’s leveraging your own superpowers. I have my strengths. You have your strengths. Tom has his with his deep experience in this podcast world. Imagine having a bus full of your ideal clients pull up in front of your house every week. The people piling out of that bus are your ideal clients that your JV partner dropped off there instead of dropping them off at someone else’s house. In fact, Tom, if I had more time between my last meeting, I would have put your picture in that bus window.

It’s quite wild. I’m presenting to Lisa Sasevich‘s audience. Every week, I’m presenting to different audiences. When you have a framework for connecting, which your podcasts are one of the ultimate platforms for doing, and we’ll get into the specifics on how you can do that. When you’re invited to present to another person’s audience, they’ve spent years and hundreds of thousands of dollars to create their communities. There’s a lot of trusts built up in those communities. You do need to wow your partners for them to not only trust you enough to do that, but to get excited about sharing what you have to offer with their audiences. It has to do with wowing them before the call and how you’re likely being introduced by another partner. Making that introduction super solid like the way that comes in and how you’re characterized.

Joint Ventures: You will be a unicorn when you follow up. Many deals are left in the rearview mirror because people don’t take the time to follow up.


We want to hand people the frame through which to view you so that you have put in the best light for the amazing outcomes you bring for your clients right up front. We want to know how to wow them When we’re jumping on a call. To book a joint venture, it involves talking to the person who has the audience to not only get to know them, their needs, the needs of their audience, and why that audience follows them. Look at your products or services to see how those complements and work together to take those communities further together. Knowing how to frame up the conversation, so you can not only win them over but have them very excited about it and then wow them after the conversation how you follow up. You will be a unicorn when you follow up because most people don’t.

Many deals are left in the rearview mirror because people don’t take the time to follow up. When you systematically know how to wow before, during, and after, the interaction to get the promotion booked, you’re coming out ahead already. I want to tell you a little more about this invisible pitch. We’ll also frame it up around the concept of your podcast. I assume not all of you are interviewing people on your shows, but I would encourage you to consider starting to do that if you’re not because it’s the perfect mechanism to build relationships or take someone you feel you perceive as is further along than you but still give them a reason to come spend 30 minutes or 1 hour on your show. Like Jordan Harbinger, he never even asked how many people follow me, when it would be released or any of that stuff.

The truth is barely anyone does because they’re so used to giving interviews. They’re not putting a lot of thought into that. The invisible pitch is how you frame up a call within the first minute. This is when people are in the mode of, what part of the country are you in? What’s the weather like? They’ve not dropped into business mode yet. They’re in, “How’s it going?” You can tee up momentum in your world. Real stuff happening for you right now. I’m going to give you two examples and then I’ll show you how you can set that up to line up a joint venture conversation or a sales call right off the back of your podcast. Again, I’m going to give two examples. The first example is fake and then I’ll give a normal one that I would use now.

Let’s say Tom and I jump on a podcast interview. There are two ways that those go down. One, there’s an interaction you’re invited to. I invited Tom to be on my show. We could have synced up on a call first, that definitely can happen, or I would know I want Tom, I invite Tom, and we do it all in one shot. Tom and I come on to a pre-interview. Again, this first one is fictional. Tom goes, “How are you, Charles?” I go, “I’m great. One, I’m grateful you’re coming on the show. That’s exciting. Two, I’ve been consulting people privately and I’m turning this into a group program. We’ve got our first pilot. I have seven people signed up and we plan to take all those case studies and info and turn this into a program I’m going to start JV in July. I’m pretty excited. How are you, Tom?”

Again, that was a fictional example. What’s happened is I’m telling Tom very clearly I have a plan. I have momentum. I’ve taken action to create a program. I’ve got people signed up for it. I plan to take it way further and I plan to partner with people as a traffic source. This can frequently pique Tom’s interest to go, “I’d love to hear how that goes. Let’s sync up when you get your pilot done.” I’ll give an example from now. If we were jumping on pre-interview and Tom asks how I’m doing, I’ll say, “I’m good. I got my morning run in which felt nice. I had a couple of sales calls, did an interview with Mike Koenigs for the Strategic Coach Podcast, which I’m excited about. I have a webinar with Lisa Sasevich. She’s an industry legend, and I’m excited to be working with her. The call before this, I booked a JV to a list of 86,000 people. How are you now?”

That literally all did happen. Why is that relevant? Right out of the gate, I have shown Tom that I have momentum. I systematically booked joint ventures. There was one other thing. I was invited to do an entrepreneur magazine interview too. Again, you’re taking the wins in your world. They can be small or big, but the point is you take that momentum and you place it on the next thing you’re doing. It spins up the positive momentum.

When you are desperate, it's the least likely you'll ever make a sale. Instead, you must build upon your confidence. Click To Tweet

In this case, saying things like that, which are all facts, do you think Tom feels he needs to vet everything that I create after he knows who I’m working with? The odds go way down. The point is you take the momentum you have. Again, I gave two examples. The first one is just as relevant. It’s showing you’ve got momentum, a path, and a plan. How does this apply to podcasts? For one, you use the invisible pitch right out of the gate. By the way, I had to reverse-engineer what I was doing. I didn’t even know I was doing that, but I had to figure out what I was doing so I could teach other people how to do that. I didn’t consciously wake up and create that one day.

The Invisible Pitch is brilliant. I love the name and it makes so much sense. You’re getting to know who you’re talking to, which puts them at ease getting to know you, but it’s interesting the way you did it. It’s not like you were being boastful. It didn’t feel that way to me anyway.

It never should. You’d have the opposite effect if it felt boastful. You’re taking your reality. It could be as simple as the morning run like, “This is someone who gets out and does stuff.” You’re handing people the frame through which to view you. I’ll tell one more brief example about that and then i’ll have to speed up a little bit. One of my clients, we covered that in my Pure JV Program and we jumped on the call with a gentleman named Jesse who’s done hundreds of interviews since the pandemic. I’m like, “Jesse, how are you?” He’s like, “I’m good. I had breakfast this morning with a client who, a few years ago, I helped him start his business in his garage. He exited his company for $2 billion.”

I got chills down the back of my spine. If he didn’t tell me that I would not know. Believe me, I view him differently because that’s crazy and powerful. In the context of a podcast, as you guys know, you’re saying, “We’re going to be on Zoom. We’ll start recording here. Here’s the flow of it. Here’s all you do.” Say, “Tom, after the interview, do you mind hanging out for 5 or 10 minutes? I want to sync up with you on a couple of things afterward. Would you?”

That would be great.

As simple as that means when the interview is over, he’s not going to close Zoom and bail. He knows to hang out and after you’ve had a phenomenal interview and you’re interacting, you’re building up a bunch of rapport. You are insanely prime position to land a client or book a joint venture. Our call flow that we walked through in the Pure JV Program guides exactly how to do that. Think of all the rapport built up after a 30 or 45-minute interview. You’re connected. You have the back and forth syncopation of speech. Other ways to communicate like following up with Tom. I forget if I did with you but I frequently use video to follow up.

I’ll use tools like Vidyard. Tom and I finished having the call where we booked a presentation. I would shoot a video on camera and be like, “Tom, it was great to sync it up with you. I’m excited to work with you. I look for your JV kit assets two weeks before we’re working together.” It’s going above and beyond in ways other people don’t. Tt’s that before, during, and after. These are the tools and the arc of how to do this. Everything is systematic, thoroughly genuine and awesome. This is how you make amazing relationships. From your podcast, how many of you have products or services that one of the goals of creating the podcast was to get more clients?

We’ve had quite a few people earlier when you asked the question of if people were wanting to plan to or whatever. We had a lot of positive responses to those. Now, you’re getting some yeses. That’s true. A lot of podcasters, at least to work with us are in business in some way or building a business. They have programs, courses or something that is related to their business and also related to the subject of podcasting. I believe that should be very much in alignment with what you’re talking about.

Joint Ventures: Podcasts take you from what you’ve already built and turn that into something that’s landing you clients and getting you in front of other audiences.


As long as you have a product or service, it could be a consulting offer, group program, or digital program. I would argue one of the biggest reasons on earth to have a podcast is to guide people, buy your products or programs. As you have a high ticket one-on-one coaching offer. I’ve landed many clients by being on their shows or them being interviewed. In fact, I was on the Hustle And Flowchart Podcast, and I have a meeting with Joe because they want to talk about working further. It truly is a remarkable platform for landing deals. That’s what this system takes you from what you’ve already built and shows you how to turn that into something that’s landing you clients and getting in front of other audiences.

Let’s talk about the shift to warm leads. The shift to warm leads means I want to put this in context. People pay for Facebook ads or Google ads. I don’t pay for ads because when you can get in front of someone else’s large audience that already knows, likes, and trusts them, these people are far more likely to click on your links, register for your training, buy, and spend more when they do because you’re taking a transference of authority from who they’re following. I’ll point out these are free leads as well. When I first came into space, I created a productivity course. I needed to make this choice.

Am I doing content marketing? Am I paying for ads or do I want to do joint ventures? To define joint venture, it’s a temporary or ongoing promotion that consists of one party supplying the audience and the other party supplying the product for a percentage of the revenue. An example of that would be the author, Brian Tracy. People follow Brian for sales and training for high performance. Those kinds of topics for productivity. Brian Tracy doesn’t have training on what I do, but it’s perfectly in the lines of why people follow him. I’ve presented to his audience six times. It lists 500,000 people. Imagine getting your product or service in front of crazy amounts of people.

How do you find these partners and what are they based on? It’s based on building real relationships, providing value and building trust. I call it the system that makes success inevitable. It’s also the system that turns every joint venture into 2 or 3 more. We’re all about leverage here. It’s self-replicating. You’re able to use this over and over. I’ll give you an example. As part of this process, in a week or so, Tom and I are going to sync up and I’ve got some great intros for him. I quite imagine he may have some for me. This is where you can turn every joint venture into 2 or 3 more. You’re getting waves of interest from your next partners. I’m a fan of joint venture promotions and embedded partnerships. Let’s talk about that.

Tom’s Podetize offer would go well with authors and experts. They tend to have books and they frequently also want podcasts. They’re good friends with each other. They complement each other. Imagine a presentation on Podetize embedded into a publisher’s offer. These built-in relationships where Tom is getting leads for years from one deal made. Of course, referrals are huge. Imagine at the end of an interview and you’re chatting with the person. It’s clear what you do and what they do. You both come up with some ideal client referrals. I did that with Mike Koenigs to one of my other clients. He very well likely is going to close a $75,000 deal from connecting those two. This system enables me, my students, and clients to book webinars systematically.

I booked 2 to 6 joint venture webinars per week. My clients do it too. One of my clients, Jackson, out of Australia helps businesses focus on their core numbers and retain more personal wealth. He’d never done a joint venture before, but he’s got a good offer and he’s a sharp guy. I showed him how to line up joint ventures in around 40 days that I’ve worked with him. He’s landed 46 partners. Jackson, isn’t he awesome? Right now, he’s touring Australia with his wife and his dog in a big branded camper van going wherever the hell he wants. I like him. In any case, who and what you know, and where the opportunity sweet spot is.

How to build relationships. Podcasts, blogs, summits anywhere where the context of what you’re doing like a podcast, gives you an excuse to have people on a reason. That’s where you can make the magic happen to build that rapport. Another quick trick tip is when someone comes to mind, ping them. Different guests you’ve had on your shows, don’t let those float off into neverland. When people come to mind, shoot them a text or send them a quick email. “Tom, I’d love to hear how things are going. What are you working on that? Has you excited? I met this great JV partner for you. Would you an intro?” When people come to mind, it’s because there’s something associated with them and this gives you a wonderful opportunity to provide them value while also digging the well before you’re thirsty. This is from Harvey Mackay’s book and there’s Jordan.

Scaling a business requires systems. There's no room for winging it because running a business is hard enough. Click To Tweet

That’s a great quote, “Digging the well before you’re thirsty.” Being prepared and not thinking about, “I wish I had more joint venture relationships or had more access to potential customers,” when you’re desperate for the business, but doing it before you get desperate, right?

We never want to be desperate. When you are desperate, it’s the least likely you’ll ever make a sale. We want to build on that confidence. Here’s another quote he pulls out of here, “Do this as a matter of habit. You’ll have so much opportunity coming into your life, you won’t know what to do with yourself.” It’s true. This will sound dumb, but following these processes, I feel like I’m in Scrooge McDuck’s money pit but I only have so many hands in pockets. You get selective about what opportunities you’re following up with because you have such a high volume of them to do so.

Another one of my clients, Matthew McGregor. He started early and he’d been studying how joint ventures work. He joined my program. He’s very systems-minded. During the eight-week Pure JV Program, he booked a JV that brought in $34,000. When you’re doing joint ventures and getting in front of other audiences, it raises your visibility. This got him on the radar of Mike Filsaime, who has built a ton of the platforms that we use in the internet marketing space. Mike Filsaime invested in his company. Matthew’s email list is now 230,000 people. He did an internal promo on his own list. They brought in $480,000 because he leaned into joint ventures, applied them, and took action. Not everyone runs out and does that, but it shows you what’s systematically possible by this. It’s pretty amazing. “How did you saw Matthew?” He’s a sharp guy. I’m presenting to his audience in June 2021, which I can’t wait.

The next step is the shift to a system. As you can tell, this stuff isn’t haphazard. There’s a framework for it. Scaling a business requires systems. There’s not room for winging it because running a business is hard enough. We’re trying to keep track of so many details in the business. Even the podcast process can be complicated. That’s why it’s wonderful Tom has the service he does because there are a lot of moving parts. Keeping track of everything is a challenge because we’re hit with a barrage of information that comes at us from all directions via email, the web, paper documents, receipts forms, on the cell, on the phone, at work, and at home.

It is enough to drive you crazy. I’ve created a system for managing all of this information to lower your stress and let you handle a lot more. When you channel that toward being organized with running your show, bringing guests on the whole communication structure there, and then take that a step further doing so for joint ventures, you’re better at managing information. I call it Information Domination, and that translates again to all parts of your business, but when you focus it on things that bring you revenue, relationship building, and growing your show, it’s a beautiful thing.

I want to share with you the next shift. My business partner is a gentleman named Bill Barron. Bill has done 33 million in joint ventures. He’s built and sold a multi-seven-figure coaching company. He came over to my house and we shot a video specifically for you. It’s about the shift to irresistible offers. I’m going to jump right back on afterward, but he says it a lot better than I do. I want to tell you, he walked me through the process. He’s going to tell you in this video and conversion of the program went up by four times. It’s getting your offer and the messaging right. All the aspects. I’m going to share this right now. I’m going to be right back on after this, but take notes. This stuff is pure gold and I will hit play.

“Thank you, Charles. I am honored to be here with you speaking about the fifth, and I believe the most important shift, which is the shift to irresistible offers. This one alone has the potential to completely transform how many people you can help. Single-handedly double or triple, or perhaps even 10X the money your business generates. When you have an irresistible offer, the people you are most here to help. They cannot resist but say yes to what you have to offer. They do it not because they feel pushed or manipulated, but because they genuinely want what you got. Imagine a yes after yes. People coming into your program as services, imagining doubling or tripling prices. At the same time, people are miraculously able to afford what you’re selling. Imagine feeling so confident that you know exactly what people want.

This is a game-changer for your business. Not having an irresistible offer may indeed be the biggest costly mistake most entrepreneurs are making. The difference between a lukewarm offer and a hot offer is often 3 to 10 times the amount of business. Now, let’s say you’ve got a lukewarm offer. Even though most of the people that I come in contact with when I look at their offers, I think they’re icy cold, but let’s say you’ve got a lukewarm offer. Ten people come across your offer in one month. Two of them say yes. Let’s say you’re currently charging $2,000 for whatever it is that you do. Now, you have generated $4,000 from 10 possible people. Let’s say you offer to smoke hot and the same ten people come across your offer in one month.

Now, because you know your offer is hot, you’re confidently charging $5,000 for it. Because your offer is irresistible, instead of 2, 6 out of 10 people are saying yes. You’ve now generated $24,000 from 10 people and not $4,000 from 10 people. That’s a 6X improvement. That’s a $20,000 difference per month in your business. Not having your offer made irresistible is costing you a lot. For some, this may be costing you tens of thousands of dollars a year. For some of you, it may be costing you hundreds of thousands of dollars per year. The good news, you do not have to change what you do or how you do it once your clients come into your world. All you have to do is change how you position and construct your offer to make it resistible. This is part strategy and part design with a little dab of magic dust.

Joint Ventures: You don’t have to change what you do or how you do it once your clients come into your world. Simply change how you position and construct your offer to make it irresistible.


I go very deeply into this in Pure JV and help people personally with their offers. Here I want to share with you my seven pillars of an irresistible offer. Pillar number one, the foundation. Think about this. What you’re selling is not exactly tangible. An iPhone, it’s something that you can see and touch. It is tangible, but what you’re selling is not. You have to make it as tangible as possible. One of the first things that you want to do is you want to make your offer name hot. It’s got to be results-oriented because that brings tangibility to the equation. What has to be super tangible? What do I mean by the what? As an example, Charles has a program called Pure JV. What is it’s an eight-week online implementation program, and it’s designed to help you book and execute JV deals that multiply the impact on the revenue of your business?

Now it becomes a lot more tangible and it’s easy for people to say yes. There are a whole lot more things in the foundation, but I wanted to give you the most important pieces. The second pillar is positioning. Imagine being able to in 1 or 2 sentences, describe the opportunity, not describe what you do, but describe the opportunity in what you do. For your ideal clients, that not only makes what you do attractive but also lets them know why you are the one for this opportunity in the sea of others. This is super important. The better the positioning, the easier it is for people to say yes. Pillar number three, the product. Whether it’s a service or a product, I’m calling it the product. Most people describe what product is or they describe what your service does. That’s a pretty huge mistake that almost everyone makes to varying degrees. Here, you want to design the product description not as a process you take people through. As a result-oriented journey, your clients will go through it once they enter your world. As an example, in Charles’s Pure JV, the first step in the journey is to make your offer irresistible so that many more people say yes to what you do. Think about this.

If people liked the positioning of Pure JV, the first step of Pure JV of their journey is also something desirable. Don’t you want your office to be irresistible so that many more people say yes to you? Yes, you do. That’s why having the product designed with positioning and every step being desirable is that important. If every step of the journey is desirable, plus the end result is desirable, a lot more people say yes. Pillar number four, bonuses. Every offer needs to have bonuses that are super desirable and valuable, but here’s the most important thing. Your ideal clients will have objections. It’s those reasons that they have in their mind of, “This isn’t right for me. This isn’t the right time.” Any excuse that they may have in their own mind of why they will not say yes to your offer. Imagine that every bonus that you’ve got, they’re designed to transform the top 2 or 3 objections your potential clients may have with working with you.

By using the bonuses, these are extra things that you built into your program that overcome those objections. This creates a huge opportunity not only will it transform the objections but it creates a tremendous amount of desirability. Pillar number five is pricing. This one is key and is the most difficult aspect to offer creation because pricing isn’t just about value. It is strategically based on a whole lot of criteria that I want to give you some parameters for. The first one is your market. What is the price elasticity in your market? Where are you on your business journey?

If you’re at the very beginning, you’re going to have different prices than when you’re at the end. You want to have your pricing match the marketing and the sales strategy that you’re employing to fill your offer. The thing you want to be looking at, is this the only product that you have or do you have ascending offers or not? You want to be thinking about, “What is my full pay pricing and what are my payment plan options?” All of these are inputs that will allow you to determine the price. If you price your offers too low, you may get a lot of yeses that don’t amount to much income. If you’ve priced it too high, you may leave lots of business on the table and it doesn’t work. As far as pricing, I will leave you with this.

The guarantee is the vehicle with which you're mitigating your client's risks so they feel safe in investing in your services. Click To Tweet

Most people hear this advice of charge more. Yes, you do want to charge more, but only if your offers are irresistible and only if you have the right market and the right positioning. Only if it makes sense for the ascension offers in your business. Let’s get to number six, why app now incentives. Think about this. There might be a decent number of people that want what you’ve got, but in their mind, they’re like, “I’ve got a wedding to go to. I have all of these things on my plate. School is starting soon for my kids. I’ll do it later.” Life gets in the way of their desire but if you’ve created a whole bunch of incentives, the reason for people to say yes now that will not be available later.

It creates a completely different decision and people wind up saying yes now rather than, “I’ve got to think about it. Call me back in a month,” or any of those kinds of things. This is such a big one. I’ve seen a client of mine add $1 million to their business by adding these why act now incentives. By the way, this can be done with pricing, super hot, extra bonuses, or completely disappearing offers. This is another game-changer. The last pillar that I want to talk to you about is the guarantee. I’m going, to be honest with you. Buying something from you is risky. Case studies and testimonials can make it less risky for somebody but still, handing over their credit card to you is a risky business because they don’t know you.

The guarantee is the vehicle with which you’re mitigating your client’s risks so they feel safe in investing in your services. What that does is that “There’s this guarantee. My perception of the risk of losing a lot of money goes away.” Those are the seven pillars. I know I went through this super-fast, but here’s the thing I want you to know. When your offer gets all seven of these right, your offer becomes irresistible and this is going to make or break your next business growth spurt. I want to thank you for reading. I also want to thank Charles for allowing me the opportunity to teach this to you. Charles, take it away.” What did you think of that, Tom? Is that powerful stuff?

It is. I don’t think that people often think about their offer in all of those terms. It’s helpful to understand from somebody that has experience with it.

I agree. That was the shift irresistible offers. I’ll repeat, Bill walked me through that and conversion went up by four times. I’m certainly a convert to it. In this session, we’ve covered the shift to relational marketing on building quality relationships. We talked about wowing partners and so forth. We talked about the shift to warm leads so you’re not paying for traffic. We talked about why relationships are so important along with designing your offer to be irresistible. If we have a way to choose more good days than bad days because we have a system behind us. If we can have dependable revenue because we know exactly how to invite the right people on your shows to tee up, either landing them directly as clients or as joint venture partners, you sleep better.

Joint Ventures: One of the first things that you want to do is make your offering hot. It needs to be results-oriented because that brings tangibility to the equation.


You’re designing more good days into your life than not. A quote from Brian Tracy, “Copy what successful people do, you’ll get the results successful people get.” When I came into space and started learning joint ventures, I feel like I ascended the mountain by hand. Since I am systems-minded, I’ve created the following elevator. For those of you who want to get your offer hot, learn how to systematically bring that to people, and make a lot deeper change and impact, I recommend jumping on the elevator and pressing the button. This gets more people looking up to you. Your show following is getting bigger. You’re landing bigger clients. You’re getting in front of other audiences.

A quick example. Kat, the CourseBuilder, has a done-for-you course building offer. It’s a strong offer before she ever met me but she was stuck. She was paying for Facebook ads. She’s at Georgia. She’s got kids and trying to grow the business but kept hitting this ceiling. She talked to a coach of hers. The coach was a client of mine. He referred her to me. She joined my group program and she landed twelve partners in two and a half days that brought in $127,000 of revenue during the eight-week program. She’s since done that many times over, but it’s amazing snapping a proven recipe into an existing business that has these pieces in place. It’s a paint-by-number system. I’d like to simply invite you to have a chat with me. I want to learn more about you, where you’re at with your products or services, your pricing, and your core offers, things like that.

Talk about how you can leverage the vehicle of your podcast to go a lot further and get in front of a lot more people systematically using a turnkey vetted system. I’ve helped a wide array of people from people new with their offers to major Titans in the industry using this. I want to help you bridge the gap from where you are to where you know you want to be to transform from overload to calm, simplify, take action, and know exactly how to get in front of other people’s audiences that are far more likely to convert and to pay what your time is worth.

I’m going to pop a link up to book a call with me here. The link is Let’s open this up for questions. I’ve opened my calendar for the rest of the weekend and Monday or Tuesday. We have a group where we walk through this. It’s an eight-week group. We have amazing, high production training videos that Tom and the team are helping me with a few things on those. It’s great videos that walk through it. Thursdays, we have live sessions. We show you exactly how to connect, how to dial your offer, how to line up a JV right out of the gate, and then how to execute on that like how to fulfill on it. You’re getting paid. Your partners are getting paid more. Tom, you live and breathe podcasts. Your whole community is about that. Where do you see a lot of podcasters falling short on the monetization of this amazing platform?

It’s certainly the people that already have programs, products, services and courses, things like that tend to do better because they have something to sell. It’s harder if they haven’t created that yet. At the same time, most podcasters lack awareness of how to bridge the gap, how to get from where they are now, what they have to build that relationship and eventually making that offer. Some of the tactics about how to go about it. I’d like to know what you think some of your gaps are. As a podcaster, you have a platform and the other thing that I was feeling and thinking as you’re talking is that podcasters are inherently relationship-based or in alignment with relationships because they like to talk, meet other people, and have these conversations with people that they guests, otherwise, they wouldn’t be doing it. They’re a natural fit to do this. Don’t you think?

I have a friend who does a podcast and he said he would do them even if they were never published because the podcast almost isn’t the point. The point is the relationship. Here’s another thing I skipped over due to time. When you know what the outcomes are that are going to be a win for you, you can guide things toward them. I’ll use myself as an example. I do VIP day client offers. I have the group program. I’m always speaking and doing joint ventures. The outcome of any call, any one of those is going to be a win. I want to give you guys a quick example of a JV called that was going nowhere and how you truly can turn every call into a win, or I’ll say at least most of them a reality.

I was on a JV call with someone who teaches foreign languages. That’s not relevant to my audience, so it wouldn’t be a good joint venture fit. This is a guy in the UK. I could have said, “Lovely to meet you. Good luck, Cheerio.” Instead, I said, “Who would be an ideal joint venture partner for you?” He told me, and then he asked the same of me. He connected me with a guy named Dr. Metivier. I booked two JVs with him. Dr. Metivier connected me with Jonathan Levy. I’ve done at least six joint ventures with him. Jonathan Levy connected me to Joe Polish, who I helped with his systems and connections for five months. Before he went on sabbatical, he booked an hour and a half with me to make sure he was well-positioned for it.

I want to point out, that was all from a JV call that was going nowhere. When you know specifically how to guide those calls, what the outcomes you’re seeking are, your chances of success go through the roof because now you have a framework to do that. Here’s a post-Samantha has done to Jonathan’s courses. He’s great. He’s a friend of mine. He lives in Israel with his wife and a baby. Christine says “I’m a bit overwhelmed with all of these steps. It makes me anxious that I’m far behind the scene and I’m launching a program. I have my podcasts for two months.” We’ll go back to the deep breath side for you, Christine. All of us started somewhere. The fact is you’re often going. The people I worry about the most are the ones that never take action. You’ve already defeated that part and creating the framework for doing all of this. It sounds to me your program is in existence. You might be in the pilot. It might be out there.

When you know the outcomes that will be a win for you, you can guide better things towards your target audience. Click To Tweet

This is unequivocally the fastest vehicle to start selling that program. The podcast is the perfect tee-up for that. Let’s take a peek at this next question or comment from Janet. We’re changing the language from leads to relationships. We did cover quite a bit here. I’ll point out in the group program, we walked through every piece of it and it’s an implementation program. The mission of it is to line up your first JV or many people are already doing them, but they come in to systematize the process. It was exciting to share with you guys because you have the podcast in place. That’s the beautiful glue to get those relationships up and going.

“Level one is developed. Launching in July 2021. Starting to sell it now and doing weekly live events.” Christine, don’t feel behind. You’re ahead of all the people who haven’t done all those things you said. Take the momentum of what you’re doing and take the guidance and input from to see where you’re going. When the time is right, put this in place in your business because free traffic is a phenomenal and magical thing. You are only paying any money out on sales that come in.

You’re paying with money you wouldn’t even have. It’s a hyper-low risk and it grows your following the whole time. The webinar with Lisa Sasevich, everyone who registers for that grow their lists. When people register for your training, they’re growing your audience. You can build a relationship with them and provide value. I’ll open this up for any more questions and then briefly mention it. If you want to chat with me or a member of my team about where you’re at and our upcoming Pure JV group program that I run with Bill, as you can tell, Bill is a very wise person. The only other group he coaches in are all doing $1 million-plus. There are about 80 businesses in that other program. He sees what’s working within them. He built his business on joint ventures. Again, $33 million in joint ventures. You ask any of these folks that the go-to method is a joint venture first. They do other things too. It’s not the only thing they do. I relied on joint ventures and referrals from the beginning. I don’t pay for traffic. Anyway, pop over to

If you do have any more questions, feel free to pop them in. Again, we’ve got a fact sheet of a new group starting next week. For any of you with existing products, services, or you’re imminently launching one and you’re looking for a systematic way to get in front of other people’s audiences to promote that, you definitely want to consider scheduling a call. The program is $6,000 and it’s engineered to ROI while you’re in the program. Most people do and it’s also guaranteed. Remember those tips from the irresistible offer. It has a year-long full money-back guarantee as well because following the process works ridiculously well. The next cohorts starting on May 17th and then there’ll be one eight weeks after that in July 2021. Tom, any wrap-up thoughts you have?

No. I appreciate you coming on and sharing this information with all of us. I wish I had an 86,000-person list that we could have shared it with. What I was pleased to see is the majority of people that have been joined this Live stayed through the whole presentation. It was very engaging, interesting, and relevant to all of our podcasters. I even think there were some aspiring podcasters who are on here who are not yet. I appreciate it. We got very positive comments. It was one of the more successful call coaching crashers on our coaching call that we’ve had in quite some time. I don’t have any questions at all. It makes perfect sense to me. Thank you for providing the time that you did, Charles. It’s a lot of time about an hour and a half or so.

It’s my pleasure. It’s the first time I presented to a group that has a podcast or seriously considering it because it’s been part of my recommended path to building relationships out of the gate and your people are sitting on it. It’s a perfect tee-up. Again, to hyper summarize, your podcast is the gateway to high ticket private clients and booking joint venture partners. You choose who to invite to your show so you can invite ideal clients and ideal joint venture partners. When you have a framework for guiding those calls to get the JVs booked to land those deals, you have an irresistible offer. It is a very powerpack combination. Pop over to There’s a very brief intake form and we’ll have a chat. I’m as candid with people who it’s not a fit for as I am for people that it’s amazing for. I’ll be happy to share my true feedback on it, the pros for you and so forth, and we’ll go from there. Tom, it’s been a pleasure. I’d like to thank you for inviting me to share this. I certainly think it’s relevant to people looking to monetize their podcasts.

Joint Ventures: You do not want to charge more, but only if your offer is irresistible and you have the right market and positioning.


For the majority of podcasters who are looking to monetize their podcasts and needing support if they can get it with how to do it. Thank you, it’s very relevant. I really appreciate it. Those of you that are still on, know that the recording here will live in the Brandcaster’s Facebook group. Those of you that are Podetize customers already have access to that. Those of you that are not yet Podetize customers, obviously if you’re getting to that point where you’re ready to launch a podcast, we’d love to speak with you, reach to me, or you can book a call on the homepage of our For those of you that are not Podetize customers, we will be sending out an email to all of you with the replay recording of this.

If you want to review any of it or you haven’t gone to Charles’ link to book a call to speak with him, all that information will be there in that email and the replay where you can see it as well. Hopefully, we covered all basics. We’re forming some joint venture relationships now and that’s very exciting. This one was easy for me to say yes to because it’s in alignment with what we do. It’s very relevant. I genuinely feel that everybody attending can benefit from joint ventures and learning more about it from you. That’s why I wanted to bring you to everyone.

It was my pleasure to be here. Thanks to all of you who’ve invested this time in yourselves to learn some new things, specific strategies. We’d love to help you take that a lot further.

It looks like lots of positive comments and thanks. I don’t see any more questions. If I see one here momentarily, we’ll do it, but otherwise, we’ll hang out. Charles, we’ll connect on the things we need to connect about following up on this shortly. Thanks, everybody. Next week for Podetize clients, same link, same place. Our normal client-coaching call. We have been talking about what’s coming up. You’ll also see posts about in the Facebook group. We’ll look forward to seeing you next week. Charles. Thank you again.


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