Turning Conversations into Conversions with Dave Dubeau

Hello everybody and welcome back to the show.

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This is the Collaborators Unite podcast, Chuck Anderson here, your host.

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And this is the show where we serve what we call big impact experts.

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And that's you if you wanna make a big positive impact in the world with the work that you

do, whether it be a positive impact in the lives of your clients, sometimes that extends

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to community or the world as well.

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But at any rate, wanting to make a big impact.

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And there's lots of ways to do that.

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And as you know, I bring on experts here who have their unique way of not only making a

big impact themselves, but helping other big impact experts make a big impact.

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And today's guest I've known for, I don't know, 20 plus years.

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And recently reconnected and found out that we're working in parallel worlds here and time

to, know, kind of reconnect and share with what you're doing.

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So.

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uh I have Dave Duboe here with me today and uh he is uh an expert at using podcasts for

lead generation that turns into clients, also in creating profitable partnerships, which

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as you know, I've talked a lot about.

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And so we're gonna have a great time talking about podcasts and all the ways you can

leverage them to get clients and partnerships that grow your business.

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Dave, welcome to the show.

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Chuck, it's an absolute honor.

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Thanks for having me.

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I love the name of your show, Collaborators Unite.

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That's beautiful and that's what it's all about.

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So thanks for inviting me.

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It's aspirational for sure, uh right?

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But we are building a network of people who have the collaborative mindset, uh not just

what can you do to benefit me, but what can we do to benefit each other?

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Not everybody has that attitude as you find out and you go in this world, but uh yeah.

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And podcasting, as we're gonna talk about, is a great way to flush out who's really

collaborative and who is not.

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Exactly.

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So yeah, Chuck, I've been using podcasts for the last number of years as a as a way to do

number and numerous things.

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So like you, know, a podcast is a great way to create a kind of a thought leadership

platform.

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I think that's why a lot of people get into podcasting in the first place is they want to

be seen as a big wig or an authority in their space, in their industry.

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Other people, myself included, you know, they use this more as also as a way to

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Create these collaborations or joint venture partnerships or affiliate relationships or

you know some way to collaborate with somebody and Promote them and have them promote you

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very very effective way to do that and a few years ago Chuck I came across the idea of not

just doing that with a podcast which is pretty traditional but also leveraging a podcast

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as a way to find well not only find but attract

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your ideal customers, start a relationship, start that conversation and convert them into

clients.

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So for the last number of years, Chuck, I've been using my podcast.

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Oops, which one?

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I got a couple.

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The property profits real estate podcast to do exactly that for my business, to connect

with successful real estate investors and feature them and then get that relationship

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going, create that rapport, create that connection and convert those

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interviews into actual discovery calls, sales calls and into business.

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So that's what we've been doing for a number of years and that's what we help people do as

well.

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I love how you're using podcasts and it was, uh you you just mentioned, you know, start

and nurture a relationship.

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And that is also what we have found with podcasts.

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In fact, little slow on my part, it took about 50 episodes until I really, truly

understood the collaborative nature.

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of what we were doing, because we started a podcast thinking, we're going to get all these

downloads and we're going to get all these users that are going to buy my cars.

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And you're laughing because you know exactly where I'm going with this.

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I'm laughing because I did the exact same thing.

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friend banged my head against the wall.

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I wasn't as smart as you are.

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It took me way more than 50 episodes to kind of clue in that that wasn't, that wasn't, no,

I'm way dumber than you are.

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So yeah, it was like a number of years, but you know, in all fairness, I was also using it

as, a way to connect with other people, other influencers in the space that worked fairly

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well, but

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Yeah, as you know, becoming the next Joe Rogan, you know, and having millions of followers

and downloads and all that kind of stuff that probably ain't going to happen.

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So I had to figure out a different way to directly monetize my podcast.

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And, know, I don't know about you, Chuck, but you know, last latest stats I heard was that

most podcasts fizzle out after episode seven, like literally 60 or 70 % of all the

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podcasts they get started quit.

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after episode seven, if they even make it that far.

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So, and that I think is due to a lot of reasons.

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Number one, people underestimating how much work is involved with not just doing a

podcast, but producing and releasing and promoting a podcast, getting guests, all that

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kind of stuff.

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There's, there's a lot involved there, but also, you know, not dialing in how to actually

turn this from a hobby into a, a serious revenue generator for your business.

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So it took me a while to figure that out.

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Wish I came up with the idea on my own.

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I didn't.

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Full credit where credit is due.

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I learned about this whole uh podcast closing idea from a spry young Brit guy named Jamie

Atkinson a number of years ago.

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That's who I learned this all about, all from, and then I applied it to my business and it

made a big, big difference.

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Amazing.

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Well, we definitely want to dive into that and talk a little bit about your approach.

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I mean, in a lot of ways, you and I have very similar approaches, but also some

differences as well, which I like to explore because I think that there's uh really,

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really good synergy between what we're doing.

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And uh like I said, it took me about 50 episodes where I realized that almost everyone I

was interviewing

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at the end of the interview would ask me one question and that is, when will this be

published?

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I would like to share this out with my audience.

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And being an affiliate guy and being a collaborative partnership guy, it's like, well,

wait a minute, that's exactly what we want people to do is, and we were begging them,

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convincing them, selling them on promoting us where after a podcast interview, we didn't

even have to say it.

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They were saying it for us.

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And so that's where the whole

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you know, podcasting for partners uh pathway started for us and we've gone all in on that.

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But you've taken that further in terms of turning them into clients.

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podcasting for clients.

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Exactly.

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So maybe it'll be easier, Chuck, if I just kind of zoom out and kind of chunk it down into

into three main parts.

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So when we're working with a client, the first thing we do is really dial in who is their

avatar.

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Like I hate that word, but that's what everybody uses, right?

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Who is their ideal client?

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Who's the kind of person that they want to work with?

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And maybe I'll use myself as an example just to make this real.

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So in my case, in the real estate space, my ideal avatar is what's called a syndicator or

a fund manager, a capital raiser.

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It's somebody who's looking for investors and they typically need to raise hundreds of

thousands, if not millions of dollars to do like an apartment building deal or a

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commercial like.

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mall buying a mall or building a mall or development.

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So these are kind of big projects, right?

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So that is in in my case for that particular part of my business.

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That's my avatar as a real estate syndicator fund manager capital razor.

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Somebody's looking for investors.

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So dial in who your your ideal avatar is and if you say everybody and anybody no, you

gotta you gotta get this better dialed in and then once we got that figure out, then we

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want to create a podcast.

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that appeals to that avatar number one that they would want to be a guest on your show.

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That's my number one priority.

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They want to be a guest.

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They want to be featured.

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They want to strut their stuff on my show and number two that the show will also appeal to

that avatar as the audience.

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They're going to want to tune in find out what other people in the industry are doing

compare notes get some good night and nuggets and ideas.

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That's the that is the goal.

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So number big pillar number one of this whole process.

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Create a show that appeals to your ideal avatar as the guest and as the audience.

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Okay.

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So a lot of that has to do with, you know, naming of the show and that sort of thing.

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So in my case, for the real estate side of things, it's property profits, real estate

podcast, right?

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Kind of says it all there.

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And step number two is once we've got that built out, step number two is, okay, now we

want to find our avatar and invite them to be a featured guest on the show.

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here's the beautiful thing about this methodology versus pretty much any other kind of

outreach.

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And I'm sure you see this with your, your partnership focus as well.

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Chuck is that instead of trying to convince somebody to jump on a sales call with you

right off the bat, we're leading with the giving hand.

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We're saying, Hey, we found you.

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We think you're great.

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We love what you're up to in the space.

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We would love to feature you as a featured guest on our show.

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And here's what's in it for you, right?

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And subtly, you we don't say it right out there, but really the number one thing that's in

it for them is an ego stroke, a pat on the back and status, right?

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This is it's, it's a feather in their cap to be featured on a podcast.

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So the other benefits are while they're getting free PR, they're getting publicity,

they're getting exposure to a whole new audience.

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They're getting the word out.

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they're getting content about them that they can use on their socials all that kind of

good stuff.

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So there's lots of value in this for the other person.

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So again lead with the giving hand and the nice thing about this Chuck is when we're

inviting people to be a guest on a podcast it's an easy yes not everybody says yes but

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lots of people say yes versus trying to convince them to get on a on a sales call right

off the get-go.

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So that's step number two.

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Big broad strokes.

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How do we do that for our clients?

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Pretty straightforward.

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We're more in the kind of the B2B space.

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We do a lot of stuff on LinkedIn.

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We'll uh find out, you know, find that target avatar.

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We'll create lists of them.

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We'll do data scraping.

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We'll do LinkedIn outreach.

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We'll do email outreach.

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We've even got team members that get on the phone and do phone call outreach.

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And the goal is to do quite a few interviews a week.

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So instead of like onesie, twosie interviews here and there, what our clients are doing is

they're doing five or six interviews every single week, 20 a month on average.

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And that might sound a little bit overwhelming, but when you really systemize this and you

streamline it, all it requires is two hours twice a week.

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So what we do for our clients there to make this work well for them is they block out two

hours, let's say on a Tuesday morning.

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another two hours, let's say on a Thursday afternoon, for example, to have a little bit of

variety there.

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And then in those two hour blocks, we can take three 40 minute chunks and we can book

people into interviews up to three of them in that two hour period.

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Does that make sense?

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So that's how we're able to get four, five, six people booked in every single week, like

clockwork.

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It's an easy yes.

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And we make lots of availability there.

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And the beautiful thing for the client, the beautiful thing for the podcaster is,

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they don't have to worry about where is that next prospect coming from.

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They're popping up in your calendar.

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When you get this rocking, rolling, you can have your calendar booked out literally for

months in advance.

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And it's a whole new shift.

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Partnerships are great, but sometimes it's a little bit hit and miss.

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Your partner doesn't always perform the way they say they're going to, the way you hope

they're going to.

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So in addition to partnerships, this is a great way to just have that steady flow.

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of ideal prospect conversations happening on a regular basis.

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So that's pillar number two is fill up your calendar with these interviews.

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Four, five, six a week is ideal.

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Turn your show into a daily show instead of a weekly show.

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And then the third part of the whole thing, Chuck, is converting these interviews into

what I call discovery calls and conversions, right?

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Converting guests into clients.

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And there's a little bit of an art to that.

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But uh bottom line is what you want to do is when you're interviewing the person before

you even start the recording, just like you and I did before our show is, you you connect,

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you break the ice a little bit.

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If the other person isn't used to being a guest on a podcast, they're probably a little

nervous.

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Calm them down a bit, let them know it's going to be okay.

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And then start the interview.

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And there's a bit of a choreography to it.

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But my goal is to make my guests look good, feel good and sound good.

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So this isn't a

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60 minutes sneak attack type interview or anything like that.

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It's a very friendly interview and the whole idea is to spotlight them, to feature them,

to make them shine.

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And when we do that properly, the other person's going to love you.

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Because here's the thing, Jack, you and I know this, you go out to networking events and

you're meeting people.

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What do they like to talk about the most?

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Themselves.

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What do they get the opportunity to do?

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Talk about themselves very much?

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No, they don't.

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So now you are encouraging them.

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You're giving them that opportunity and they absolutely love you for it.

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And then towards the end of that conversation, we start steering a little bit towards

whatever our specialty is.

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So just to give you an idea, in my case, it's all about raising capital.

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So my interviews go around, hey, what is it that you do?

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What's your secret sauce?

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What do you do differently or better than most of your competitors?

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You know, talk a little bit about their experience and all that kind of good stuff.

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There are plans for the future, blah, blah, blah.

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And then, I mean, I want to talk about raising capital.

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I just bring that up as one of the questions.

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Hey Chuck, know, lot of folks in the syndication space these days, their big goal is to

connect with prospective investors.

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What do you find's working best for you these days around that?

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So very, you know, open-ended kind of question.

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I'm not trying to convince them about anything.

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I'm not selling them anything.

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It's just starting that conversation.

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Does that make sense, Chuck?

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It does, it does.

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And what I love about uh all of this that you're doing, because a lot of parallels again

to what we have discovered as well.

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First of all, you can invite anyone to a podcast and they're going to most likely say yes.

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In fact, I haven't had anyone say no in the last two years.

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I had one person say not yet, but most people respond with, yeah, I would love to.

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So.

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I think it makes sense for all of us, especially in B2B businesses, to really take

advantage of the fact that people want to be on podcasts.

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And so there's that low hanging fruit.

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Also, the developing of the relationship, making your guest look good.

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It's interesting, because you and I didn't discuss this before.

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I mean, you were doing this in your business.

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And I was doing this in mind.

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We haven't talked in a long time.

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It's very cool to see the, you know, the parallel discoveries that that have, you know,

happened in both of our respective businesses.

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And I love how you're taking this further.

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And the conversation then continues so naturally into OK.

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uh And what we do and maybe you do the same thing and I'll get you to chime in on this.

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When I

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interview a guest.

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One of the things, know, because I've now because I've asked the questions, it's not me

talking, it's them talking.

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And I will get a sense of is this person a potential client or are they a potential

partner or sometimes rare occasions, but sometimes some other idea that pops in here while

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I'm interviewing them.

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Can you weigh in on that a little bit?

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absolutely.

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So what we do is we do our best to pre-vet people and when they apply to be on the show,

they fill out a fairly robust questionnaire.

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So we kind of screen them ahead of time to make sure they're a good fit because quite

frankly, uh for me and for my clients, the number one priority is this as a direct lead

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generator.

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So somebody's completely off left field.

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We don't want waste their time, don't want to waste our time, don't want to dilute the

message of the show either.

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So we politely decline their booking in that case.

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So yeah, it really is about having that conversation.

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It's about making sure that they're a good fit.

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And then it's about really the magic in my approach, Chuck, is what happens right after

the interview when you're in the quote unquote

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green room on Riverside or on zoom or whatever platform you're using and you're still

there with the other person and In that time that's where I'm doing a little bit of

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housekeeping letting them know when the episode should be coming out what we're gonna

create for them for Reels and content and all that kind of good stuff providing even more

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value for them And then I want to circle back to that that that question I asked during

the interview and Create a little bit of curiosity about what it is that I do

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and then invite them to a follow-up call, a discovery call, whatever that looks like.

237

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So for example, Chuck, do you want to role play this for a second with me?

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Okay, so let's pretend you're a real estate syndicator in this case, right?

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We've done the interview.

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You've told me that when it comes to generating investor leads, you guys are experimenting

with Facebook ads and you're doing networking and you're doing cold DM outreach and all

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this kind of stuff, right?

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I'm circling back.

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We've done the little screenshot for the artwork.

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I've let you know when it's coming out.

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Then I'll circle back to that question.

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I'll say, so Chuck, it sounds like things are going really well with the business.

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Congratulations.

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And you mentioned when it comes to finding investors and making new investor connections,

you know, you're experimenting a bit with Facebook ads.

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You're doing the networking thing.

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You're doing cold DMS.

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Do you feel like that's 100 % dialed in and getting you all of the leads that you want?

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Or is there maybe a little room for improvement there?

253

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um Yeah, potentially room for improvement.

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they're always gonna say there's always room for improvement.

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going say, yeah, it's great.

256

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Yeah, unless you really say it where it sounds like a sales pitch, then their walls go up.

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if you act, but on the tail end of a podcast interview, you know, the filters are down.

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The filters are down.

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Yeah.

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exactly.

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Plus we've just given them tons of value and told we're going to told them we're going to

give them more value.

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So there's that there's a little bit of sense of reciprocity going on here as well.

263

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Right.

264

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So then, OK, so you say, yeah, yeah, there's room for improvement.

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OK, well, cool.

266

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Well, Chuck, we're working with some other successful syndicators just like yourself.

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And we're consistently getting them five or six accredited investor meetings booked every

week, 20 a month.

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on average like clockwork, it's working really well.

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And the way we're doing it is very unique.

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We're leveraging a podcast.

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Is that something you might be interested in taking a look at?

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Yeah, that sounds great.

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Yeah.

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Boom, book them into the discovery call, do your presentation, get them enrolled.

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That's the idea.

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I don't over talk it here.

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I don't explain it.

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I don't do the sales pitch right here.

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The whole goal is book them into a discovery call, ideally within 72 hours, and then do

your full presentation at that point.

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Does that make sense, Chuck?

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So that is the methodology.

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ah So again,

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appealing to them, attracting them as your ideal guest for your show, having a warm

interview, creating that connection, that relationship, that rapport, creating curiosity,

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getting that hook and inviting them in for a follow-up discovery call.

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ah I love it.

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I especially because I always tell my clients, I mean, you've to listen.

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You really have to listen to what they're saying.

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And that's the nice thing about interviewing a podcast.

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Your job is to ask the questions and then be quiet.

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Don't talk.

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ah And so there's that.

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And then pay attention to what they said.

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So how many of them when you go through that uh script that you just went through?

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How many of them realize that you just did with them what you're proposing that they do

with their clients?

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They go, oh, wait a minute, I was on a podcast and oh, wait a minute, here I, like, do

they clue in right away or, know, yeah.

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clue in on the discovery call because again, the service I'm offering is exactly what I

just did.

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Right.

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So that's, that's what we do is turnkey podcasts and lead generation and production.

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And we do the whole thing for our clients.

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Right.

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So I actually explained it to them.

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If they haven't connected the dots, I connect the dots for them.

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say, Chuck.

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So basically it's exactly the same process that you and I are going through right now.

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Then the light bulb goes on.

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Oh, cool.

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Right?

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So that's usually what it comes up.

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I asked the question because I kind of predicted what the answer would be because I know

for us, it is just not obvious.

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And I thought it would be.

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I really thought it would be um as like, how could you not see what we just did?

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Yeah.

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for looking for partners, um they don't care.

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who cares?

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Like they're getting exposure, they're getting interviewed, they're getting all the

benefits of being a guest on the podcast, plus the opportunity to perhaps collaborate with

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you in a win-win kind of way, right?

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So it just makes a ton of sense.

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mentioned earlier, one of the ways to get guests is kind of built into this and you don't

say it, but it's true.

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You're kind of appealing to their ego a little bit, right?

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They get to be the star of the show a lot.

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Yes, yes, yes.

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uh And because they get to be the star of the show, for sure.

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uh There's another part of it and that is there's this built in desire to promote

themselves because...

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Obviously, as business owners, need to do that.

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So they perceive this as a way to get the word out about their business.

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And so then we can take that and go, well, okay, so we did the podcast together.

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How about this other collaborative thing that we can do together, which is also an

opportunity for you to promote yourself, but built into it is they're also promoting us.

328

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And we just gradually turn up the heat until they're just full blown partners promoting

us.

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sometimes other collaborative things, but we just keep stacking on the collaborative

opportunities that are just really difficult to say no to.

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And so you don't ever have to beg someone, you don't ever have to convince someone, they

just do it because it's built in.

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And same thing, yeah.

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about the approach as well, Chuck, is it's a complete reversal of the traditional sales

person scenario, right?

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Sales persons doing whatever they can to get their foot in the door, get that meeting,

blah, and do their presentation.

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And the guard rails are up with the other person, right?

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They're defensive right off the get go.

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This flips the switch, right?

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The other person is coming in.

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Even if they've been on lots of podcasts, they're probably a little bit nervous, right?

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Cause they're, they're going to be featured on your show.

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They're looking at you as the podcast host, the bar, you've got automatic authority and

status right there in their eyes, especially compared to just some other sales guy.

341

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And it's just such a great way to make that connection, create that rapport, start that

relationship on the right foot by giving first, by giving them massive, massive value,

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right?

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Before you even start talking business.

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I love it.

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uh And I know that we could talk about it all day because this is what we're both doing.

346

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uh But one step further, Dave, is that you're in the business of helping people put this

system uh into place.

347

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So before we run out of time, let's make sure we get to that.

348

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Talk a little bit about the services you provide, and we'll give everybody a way to

connect with you.

349

00:25:48,259 --> 00:25:49,520

Well, yeah, thanks Chuck.

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So yeah, we are helping people who are in that what I call the high ticket space.

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So not just people in real estate, but you know, premium coaches, consultants, advisors as

well who want to connect with their ideal avatar and like the idea of doing it through a

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podcast.

353

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So I've got a couple of different ways we can help people.

354

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Chuck, I'll let you let me know which one you think appeals.

355

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So I've got like a little basic PDF that just kind of goes through things or

356

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I'm working on a book and I've got the first, well, the second version of the draft ready

to go.

357

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It hasn't been published yet, but I'm happy to let people take a look at it.

358

00:26:30,143 --> 00:26:33,376

It's looking pretty good, but it needs a few little last minute edits.

359

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Which do you think would more be valuable for your audience?

360

00:26:36,040 --> 00:26:41,011

certainly as a first step, think the PDF, but we can definitely link to both.

361

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mean, there's no limitations here in terms of what we will link to.

362

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well, I mean, my main website is called high ticket podcasting.com.

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The PDF is high ticket podcasting.com forward slash 10 K clients.

364

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The number 10 K clients or the book is just high ticket podcasting.com forward slash book.

365

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So that's simple.

366

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No problem.

367

00:27:09,139 --> 00:27:13,740

if you're watching this on video, the links are in the description just beneath this

video.

368

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If you're listening to this on podcast, just open up the player you're on and all of

Dave's links are right there.

369

00:27:19,022 --> 00:27:23,183

uh Yeah, Dave, I know we just scratched the surface.

370

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We could spend hours, hours unpacking all of this.

371

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And perhaps we'll reconvene again and do a part two and beyond on this.

372

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I think there's lots of opportunities.

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uh Any final piece of advice or words of wisdom for our audience before we sign off?

374

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Yeah, I, you know, whatever you decide to do, figure out a way to give massive value first

before you're trying to get somebody on a, um, on a call, right?

375

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It doesn't really matter what that looks like.

376

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Just put yourself in the other person's shoes and figure out how can you serve them first

before you start talking business?

377

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I'm not just talking like a little free little PDF download.

378

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I'm talking like actually giving them real value.

379

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So

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Think about that and if you get that dialed in, your business will be much, much more

successful.

381

00:28:15,965 --> 00:28:17,035

Awesome advice.

382

00:28:17,035 --> 00:28:18,206

Dave, thank you so much.

383

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Great to reconnect.

384

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And I know there's more that we will do together uh as we continue to live on these

parallel paths.

385

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And to our audience, thank you for tuning in.

386

00:28:30,999 --> 00:28:37,711

Hopefully you've been inspired on a new way of using podcasts in your business.

387

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And it's not the way most agencies are telling you to do it.

388

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You can get.

389

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partnerships from it, but you can also get clients directly from it as well.

390

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And uh certainly don't give up after the seventh episode.

391

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uh Podcasts are much more valuable than that.

392

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Remember, there's no obstacle too big in your business to be overcome, and you might be

just one collaboration away from the big breakthrough you need to make a bigger impact.

393

00:29:04,374 --> 00:29:07,245

And perhaps Dave is the person to collaborate with there.

394

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And so...

395

00:29:08,267 --> 00:29:14,872

uh whatever it is, take a step today towards the big impact, the big goal that you have.

396

00:29:14,872 --> 00:29:17,655

Keep moving forward and we'll see you on the next one.

397

00:29:17,655 --> 00:29:18,382

Thank you.

398

00:29:18,382 --> 00:29:19,293

Thanks, Jack.

399

00:29:21,305 --> 00:29:22,753

Good stuff, my friend.