The 3 Stories Every Expert Should Tell on a Podcast

Dustin: [00:00:00] If you're an expert at getting interviewed or you want to be, there's one skill that you absolutely have to master, and that is the skill of storytelling. So today on the seven figure Leap, I'm gonna do a solo deep dive on a very simple but super effective three story framework that you can use when you get interviewed.
. On podcast, right? , Or in other formats as well. But there's really three key stories that I have found that make this super easy and super effective for you. So those stories are the origin story, your origin story specifically. A celebrity proof story and a client case study. So the way that these are gonna unfold are sequentially in that order in an interview.
So those are gonna be bookended by an introduction and a call to action. So lemme just kinda walk you through the flow of a effective interview and then we're gonna go through and talk about each of these stories and how you can craft to them for your own brand. And I'll give you an example of how we do this.
A seven figure leap. [00:01:00] So at the beginning of a podcast interview, you'll have the introduction, right? , So the host will typically introduce you, and then you're gonna introduce yourself. , We'll do a different, , episode about the power of introductions. At the very end of the interview, you should have a really strong, clear, compelling call to actions.
So you're gonna tell the audience exactly what to do next if they want to go deeper with you again. A topic for a different day. I've talked a lot about those two things. I think those are typically kind of the 80 20 where people mess up and they, just lose so much value whenever they're being interviewed.
We don't talk, or we haven't talked until today about the middle part, which is actually the 80 20 in the content. the 80% of the interview and that's what do you actually. Talked about, , a lot of people say, oh, you should teach and you should tell stories, and you absolutely should. , However, I think it's way easier when you have a simple framework to follow.
So I wanna give you today as my gift is a distillation of the three story types. In order and exactly [00:02:00] how to do them to be an effective podcast interviewee. So we're gonna start with the origin story. So this is your origin story, and when it comes at the beginning, , because that's how people really
need to get to know you, , is through your origin story, and it also naturally flows outta the introduction, right?
It's like, Hey, Dustin, welcome to the show. Tell us about yourself. That's a wonderful time to talk about your origin story. So for you, that's. Probably going to look a lot like. You're in some before state, you had some realization, you met some guide, you met some mentor, and then you're now experiencing the pleasure of being in some after state.
So in my story, , that sounds a lot like, Hey, I kind of stumbled into coaching. I had this fledgling coaching business, but the whole thing was fueled by referrals. And I did not know how to predictably get the right type of people to reach out to me and buy my coaching. . Lucky for me, I found podcast guesting and I [00:03:00] initially came into that honestly to sell meat sticks, but in the Fire Creek Snacks part of my journey, I found that podcast guesting was actually a really effective way to build relationships, generate leads, and ultimately generate sales.
And so whenever I. Opened this coaching business and I realized that I had a really good product, but I needed a way to get this message out to the right people. I turned to podcast guesting and I realized that this thing I'd done for my meat sticks business actually worked even better for coaching and consulting businesses.
When I did that, I. Found that you know X, Y, Z, and I can go on and tell the story of the credibility and the authority and the things that have happened. So your origin story is typically going to lead with empathy and close with authority. That's a StoryBrand framework. And so for you, think about how you felt, the frustration, the thing that you really wanted before, and then you had this.
Pivotal kind of moment in your hero's journey. And it's likely the thing that you help people with [00:04:00] now, right? And then the after, and now I've helped 200 people with podcast guesting. I've got a seven figure business that's fueled by podcast guesting. You know, I have a very.
, In depth sort of after effect, but the origin story, imagine like a three minute version of that, like before what happened and after your little hero's journey, that sets you up as a guide to anyone else listening because they can real, they realize that you've been through what they've been through.
I think most of us know that that belongs in our interview repertoire, but doing it at the beginning is really important. That moves us to the middle, what I'm calling a celebrity proof story. So celebrity in this case means some sort of well known figure in your industry, right? It could actually be a celebrity, but it's probably gonna be someone who's sort of like, , a celebrity to the people listening.
, Could be the host, that could be a really effective way to do this, or it could be another thought leader in the industry. And what you wanna do is tie your key teaching your framework in most [00:05:00] cases. Show how this person they know and this person that they see as successful has actually, without maybe knowing you, has actually used some version of this out in the real world.
And so, in my case, the celebrity story, you know, the celebrity proof here, maybe it's Alex Ramozi and I could say. Hey, you know, I would love to go through this five P framework. It's how we think people should do podcast guesting strategically. I told you about my own story and kind of how I stumbled into this, and here's how it works.
Step one, step two, step three. you know, this is the, guts of the interview. So this might be a solid 15 minute, 20 minute part of the interview where you're teaching the thing that you're there to teach, right? This is your key framework. The power in this story though, is tying it to someone they already believe in and someone that they've already seen have success.
And so I could say, Hey, anyone listening to this is probably familiar with Alex Harmozi. He's kind of a, , controversial figure nowadays, right? He says some pretty intense things and he's kind of [00:06:00] everywhere and he's coming up on his third bestselling book. He's very successful. If you know Alex now, and you're familiar with his brand now, you may think, well, he is always had.
A massive YouTube following. He is always had, This access to these amazing, , thought leaders and he is always been speaking from stages. That's actually not true. What I would invite people to do if you haven't already, , delved into Alex's story is look at where he built his brand. He built his brand in podcasting and specifically with podcast guesting.
In fact, his very popular podcast, if you go back the first year of his podcast. It's clips of him being a guest on other people's shows, and that is how Alex Ramzi got started. He used the same process that I am telling you I'm teaching you on
this podcast. So what that does is it is no longer Dustin saying this is a good thing.
It's proof by looking at some quote unquote celebrity out there who has done this thing, right? If I was talking [00:07:00] about storytelling and saying, Hey, storytelling's, really important, it's changed my life. I could talk about Donna Miller, who, StoryBrand, right? If you're in. a marriage niche and you're like, Hey, communication is actually the key to marriage.
, I learned this from someone you may have heard of, his name's Dr. Gary Chapman. He wrote this book called The Five Love Languages, right? Like the Five Love Languages. Had a quote on my Amazon box the other day, like this is sort of a ubiquitous household name in this industry. So whatever your area of expertise is, pick a favorite mentor.
Pick someone who's popular, who has a big following, a big podcast, big social media. Could be an actual celebrity, could be the host. You could say like, Hey. Person interviewing me, I've seen you do this. Right? And then because to this audience, that host is a celebrity in their own, right. Right. But the whole point
here is show how at least a portion of the thing that you teach and believe in is being used by people that the audience already knows, likes, trust, and believes in.
So that's story two. And that's gonna [00:08:00] be the middle of the interview, right? That's gonna be the bulk of the interview. So the thing you want to tie this story to is your key teaching, your key framework, , you know, your key coaching model, those sort of things. And that brings us to the third key story.
And this is An average Joe story, right? So this is likely a client case study. So hopefully you have a great client case study. , If you don't have this personally, you can point to someone that you know, , the important thing is they're not you and they're not this celebrity. And the idea is we want to say this actually works for normal people too, right?
And so you heard my origin story, you know this work for me. You heard Alex Harmozi has done podcast guesting. Let me tell you about Michelle. All right, Michelle Schaefer, she's a client of ours. She is a super humble, down to earth woman. , She lives in Canada. She goes on long, , ice skating trips, is like her source of fun.
And she used podcast guesting to become a bestselling author in Canada to completely fill her pipeline of coaching clients. [00:09:00] And she had done some podcast guessing before she met us. The key though was she applied the full five P framework, et cetera, et cetera. Right? So I am now u sing a normal person who you probably have never heard of as an example, that this works for
normal people too, so that anyone in the audience is like, oh, this also works for normal people like Michelle, right?
So you have me as the expert telling my origin story, and you have me saying. The thing I teach works like look at these examples or this one particular example out there from some celebrity or some well-known person that it works for, and this is kind of bringing it home and giving people a very specific concrete example of how this works for normal people who didn't create the framework, who aren't a celebrity with a big following, who are just normal people who took it and applied it to their own life.
This works really well at the end of the interview because it naturally transitions to that call to action. Right, because the call to action is telling people, be like, [00:10:00] Michelle, go take the first step on this journey for yourself. So to recap, in an effective interview, you're gonna have an introduction.
Coming right outta the introduction and how you position yourself for this interview is your origin story from the origin story. You're gonna move into a portion of the interview where the host is gonna encourage you to teach their audience the thing that you're known for. Teach us your framework.
Tell us what your book's about. Tell us what your coaching program does, and you want to tie your teaching to some external, , credibility source, some quote unquote celebrity. That's story two. And then as we transition from that and we're coming towards the end of the interview, we wanna make sure that we are making this applicable for normal people.
So we wanna use a case study from a real human. That we can point to and say, this also works for people without, you know, celebrity or resources. And then that will naturally lead to the call to action. Hey, I know we're coming to the end of, the interview now, Dustin, , man, that was great. I loved hearing your story [00:11:00] and how this has worked for Alex Harmozi and I really related to Michelle's story like that is something I can get behind.
I think I can do this too. , If anyone's listening and they wanna go deeper with this idea that you share with podcast guesting, what's the next best step? That queues you up for the call to action, which is where you're gonna close the interview. Hey, yeah, thanks so much for letting me share those stories.
, I know I've really enjoyed my time here. If anyone's listening and they're curious about podcast guesting, or they're inspired by Michelle's story, or they wanna be a little more like Alex Harmozi in their life, please go to seven figure
leap.com/start. That's gonna give them access to our profitable podcasting playbook.
It's literally gonna give them a five step, , email series that's gonna go through the five Ps that I went through in today's interview. You can be a lot more like Alex Ramzi by simply going through and enacting and implementing the stuff you're gonna learn in that course. This is the same five P framework that
Michelle used to get the results that I just shared with her.
So go to seven figure leap.com/start and you can, , get these results for yourself. Thanks so much for having me here [00:12:00] today. So that is really it in a nutshell. Now, obviously a given interview we'll have. More or less time, there's nuances. But what I found now in working with clients recently in our podcast Profits Accelerator program is this was always kind of the squishy part of the program, right?
Like we're really good at helping people get clear on the five Ps purpose, which is like why they wanna be on shows. Who they're trying to reach, naming their transformation, getting really clear on their StoryBrand, framework and their introduction. Like that's step one, very tangible, , discreet plan.
Step two is finding the right shows. So like, which podcast should I be featured on? We've got amazing templates and tools and AI tools that's pretty dialed in. Once you know which shows you wanna be on, step three and our framework is pitch again. We've got really dialed in approaches to how to present yourself, to host, to make them want to have you on their show.
And in fact, that pitch really sets up step four, which is perform. And that's really what today was about is perform, [00:13:00] how do I show up and be an effective interviewee when I get this opportunity? and what I think people have craved and what I wanted to share with all of you who are listening to this podcast, it's like, just tell me what to say, right?
This is what to say. You can be more nuanced and there's more complex things we can do, but if you have an origin story, a celebrity proof story, and a client case study, and you can simply mention each of those three things within the context of an interview, you'll have p ut yourself for sure in the top 1% of podcast guests, and most importantly, you will have set yourself up for this call to action so people can come over and do the fifth p.
In our, in our process, which is profit like, we ultimately want you to build relationships, get tons of high quality leads, grow your email list, make sales,
and do all the amazing things that podcast guesting can unlock. But the bridge. The critical bridge is the interview itself and the key to a great interview is good storytelling.
And I have found, and I believe more and more, that constraints [00:14:00] breed creativity. And so let me just tell you do these three stories and I bet you will now feel a lot more at ease to go crush your next interview. So let me know if you have questions, if you wanna go deeper on this, that call to action , was both a demonstration and real.
Like you can definitely go to seven figure leap.com/start. , That will get you. This amazing resource, , this playbook that we've put together, it takes you through and lets you implement the five Ps on your own so that you can become a profitable podcast guest. So I hope this has been helpful. I love your feedback.
If you let me have questions, if you have any questions about these stories, let me know and, , cannot wait to hear you use these three stories and crush your next podcast interview.