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Strengthening Your Voice of Leadership in Uncertain Times — Tina Dietz

I invite you to join Julia Steele and me at the VID19 Conference and learn how to strengthen your voice of leadership in uncertain times

Headshot of Tina Dietz under the caption of Strengthening Your Voice oof Leadership in Uncertain Times with Tina Dietz at VID19 Conference

Hi, everyone, and welcome to day eight of the VID19 Conference. My name is Julia Steele, I'm the creator and host. I cannot believe we are on day eight already, but days are flying by and the feedback has been absolutely brilliant. So, thank you so much for everyone that has reached out to me and the other contributors. It's great to see you all getting so much value from this conference.

It's traditional in Australia to acknowledge the land that we stand on at the start of every conference. So, given we are on a new day, I am just going to acknowledge that I am standing on the land of the Wurundjeri people, of the Kulin Nation. I extend… Sorry, I, I'll start again. I want to acknowledge the land, the land that I stand on, and the people of the Wurundjeri in the Kulin Nation. And I pay my respects to their elders: past, present and emerging. I also extend that to all First Nations people that may be joining from around Australia, and overseas as well.

We are joined by the wonderful Tina Dietz. She joins us all the way from Florida. I just love that this is getting more international by the minute.

So, Tina, thank you so much for joining us. And you're gonna help us sort of explore and strengthen our voice, you know, while we lead through these uncertain times. So I can't wait to, to see where you take us with this. And thanks, again, for joining from Florida.

Oh, it's my pleasure. Anytime we can reach out to each other across the globe, it's always a privilege. So I really appreciate that.

Okay, so leading in uncertain times.

I know, Julia, you speak a lot on this as well. So, this is a topic near and dear to my heart. Just to share a little bit about myself.

I've been an entrepreneur for many, many years, many decades, I grew up as one. And I also found myself trained as a therapist. I have been in business for a couple of decades building businesses around the world, more than 20 different industries, and about eight or nine different countries now and counting.

And my company, Twin Flames Studios, works with leaders, executives, trusted brands, and entrepreneurs to help amplify your voice and your message not just to your audience, but also to your team, to new people who are looking to find you. And we do that through audiobooks. We do that through podcasting. And we also do that through what we're going to talk about today, which is vocal leadership. And a lot of people haven't heard about vocal leadership. So, I'll explain more about what that means in just a couple of minutes.

But you know, with everything going on, I'm just, it's funny, I think this is about my—I've always used Zoom a lot, my company has always been mobile so I feel very fortunate. And this time to already be in a place to help other people work with online formats, work with audio formats, because this is what I've been doing now for more than a decade. And it's… But sometimes I am on Zoom so much I question that I actually have a lower half to my body. And it gets a little weird after a while. It's like, “Do I exist from the waist down? I'm not entirely sure.” And I'm also pretty sure that the unofficial tagline of Zoom is “Zoom: Pants optional.” So I don't know if you're wearing pants joining us here today. You don't have to because you're not on camera. Actually, I don't have to either. But I am, I assure you.

But what we're gonna be talking about today, just to—And I'm super curious if you want to put into the chat, anything about what brought you here today? Where you're from? I'm monitoring the chat. So, I will definitely be taking questions as we go along—If there's something that comes up. My preference is to be highly, highly interactive in everything that we're doing here, because the best way that I can serve you is by covering those areas and covering those topics that are going to be most relevant to you. So, as we're going along, if something pops up for you, please do put it in the chat, ask questions again, feel free to introduce yourself, so we kind of know who's out there. We had a really lovely turnout for this today. And I'm excited to get to know you as well.

So how to strengthen your voice of leadership in uncertain times, and what exactly is vocal leadership, and what makes it important?

So vocal leadership encompasses a wide range of topics. And this includes

  • Your personal vocal mechanics—which we'll talk some about today.
  • The dynamics of communication
  • Team communication

It's present in meetings and presentations—when you're live and in person, and you can actually, you know, touch elbows, things like that. It's present when you're in online presentations like this. It is also present in your speaking peer to peer and networking. Anytime that you're using your voice, vocal leadership is present.

The two areas that we don't think about our voices being present, but they are very much present are

  • The voice of your message or your brand
  • And how you know who you are and what you stand for—and your values come through that particular modality of your voice.

And the very most important part of vocal leadership, which is your inner voice, and what that tells you, how that informs you because that inner voice that you have—or maybe it's lots of voices, as I can attest to myself. That is one of the things we're also going to discuss today is that inner voice as well as the outer voice—so meetings, presentations, sales conversations, conventions, conflict resolution, performance review, team collaboration, vocal leadership encompasses all of these areas and has a significant impact on your performance on the culture, on everything that happens.

And the two areas we're going to focus on today to help you be the calm in the storm, are:

  1. The mechanics of some vocal leadership technique to help you lead during meetings and conversations. And these are going to be useful to you in any situation where you're the “leader”—I'm putting that in air quotes, because some of these situations, we don't think of ourselves as leaders. Certainly working with our teams or working with clients, working with freelancers, any of those areas, sure. But you may also be having a leadership role in parenting, taking on being a leader or holding a space of calm in your other relationships with friends or in the community.
  2. And we're also going to be covering ways that you can manage your own inside voice, your internal conversations and habits about what happens, you know, inside of you as you're looking to communicate with other people.

And the key to vocal leadership is aligning these inside and outside voices, being congruent. And that's truly where authenticity lives. And if we're looking to truly be leaders, then authenticity is where we must stand as much as possible at all times.

So, when we start with the vocal leadership mechanics, there are four factors we're going to focus on today—there are far more than that. But the four factors we're going to focus on today that have been shown in research to significantly impact how you're perceived as a leader and your credibility, are:

  1. Articulation
  2. Tempo
  3. Flow
  4. Sonority

I'll say that again, articulation, tempo flow and sonority.

Articulation is how clearly you speak, how understandable your words are. And the more articulate you are—not over articulate, because when we're over articulate, we start to sound like a snob, and nobody likes that. Under articulation, of course, kills your credibility because you start to slur your words, you're not understandable, and then people wonder if you really know what you're talking about. But articulation is important. And particularly since we're talking about online meetings, and non-visual meetings, in many cases, articulation is extra important because people need to be able to understand you. And they need to be able to be very clear on what your words are and how you're speaking.

The second area is tempo. And tempo is arguably the most important factor to focus on. Tempo is your natural speaking speed. Now, I live in Florida, but I'm originally from New York. Not New York City, but Buffalo, New York, on the opposite end of the state. But nonetheless, being from, you know, that area, the Northeast, we tend to speak pretty quickly. That's a natural tone for me, I'm never going to be somebody with a lower, slower, more laid-back tone of voice—like you might find from people from the southern US or from other countries where the cadence is much, much slower. So, it's natural for me to have this slightly faster tempo. Your correct tempo is whatever is right for you. And it is, in research, in all the research studies, probably the top factor in what makes you most credible as a leader and what makes you sound most trustworthy.

This is because it has a lot to do with your breathing. Everything comes from the breath. And when we are breathing to shallowly and our voices start to speed up that's an indication on a very biological level that you're nervous, that maybe you're lying, or that you're angry, depending on how you're presenting to people.

On the opposite side of things, if you're halting and your tempo starts to slow down, then you lose people's attention. And they start to fade off. And they're not really focused on what you're saying. And that's a credibility killer as well. So, the most important thing we can do on the mechanic side of things, first of all, number one, is to focus on our breathing. Practicing your breathing—and this can be do through yogic breathing, it can be through something as simple as what I call “The 4-4-4 Breath” and this is where you inhale on a count of four, you hold for a count of four, and you exhale on a count of four. And this helps normalize your breathing, which helps settle your parasympathetic nervous system, and creates more calm throughout your body, which translates—of course—to your brain, and how you're connecting with your audience, or the person you're sitting in front of, or your child, or whoever it is that you're communicating with. And we hear about breathing a lot. But we don't necessarily always take that advice. If we take a few moments, it can make a tremendous difference in how we're perceived by other people.

The fourth factor is flow. And this is how smoothly your words come out of your mouth. This also is indicative of the dreaded “uhms” and “ahhs”. When you're a public speaker or you give a lot of meetings and presentations always tell you, “Oh, you got to watch how many times you say ‘Um,’ and ‘ah.’” The problem with that is that the more you think about “uhms” and “ahhs,” the more you tend to save them. It's like don't think about pink elephants, and there's the elephant, right? So, if you give yourself some room to let go of being concerned about the “uhms” and “ahhs,” the best thing that you can do is focus on the other person instead of what you're saying. Not on their reaction, but in being present to them, even in an audio-only situation. And we'll talk some more a little bit later about how our audio-only—when we're listening—and how audio-only actually can heighten our senses, and how we interact with that, and how we can trust ourselves and our listening when it's audio-only. When we're in a situation where we are listening to other people, focus on them, be present to them, and many times that will get rid of the “uhms” and “ahhs” because those “uhms” and “ahhs” are indicative of our own brain interrupting us trying to get us to say things a certain way, or questioning ourselves in our internal conversation if we're saying the right thing or not. We get worried about “Oh, what do I have to say next?” And that interruption of train of thought can really damage your flow.

So again, coming back to your breath, keeping yourself calmer will help your flow and help get rid of those “uhms” and “ahhs,” and increase your rate of flow for that extra boost of credibility and leadership.

And the last factor we're focused on today is called sonority. Sonority is the pleasantness of your voice. And in truth, most people, the more they practice these other factors—articulation, tempo, flow—the more you take care of your voice, the more your sonority will rise. Not everybody has a naturally super pleasant voice, but you have to work with the voice that you have. That's the only choice that we have—is to work with the voice that we have. And it's a funny thing, when I speak to groups of people—and I'd be curious as to what happens here with this audience—when I ask the question, “How many of you here like the sound of your own voice?” How many people do you think raise their hand? Yeah, pretty much nobody. About 80% of the room will tell me—on any given room—that they do not like the sound of their own voice. And this goes even for podcasters and professional speakers. Even in rooms like that, I'll get 50 to 60% of the room saying “Ehh, I don't like the sound of my own voice. I like my content, I might be able to own my identity as an expert, but the sound of my voice?” Right?

So, it takes something to get used to the sound of your own voice. And truly the only way out in that situation is through, as the old saying goes. You have to listen to yourself back and learn how to appreciate sometimes you just have to get used to it like a habit over and over again—listening to yourself doing interviews on podcasts, listening to yourself just doing recordings are around your house with your own musings, and things like that. And find ways that you can appreciate the voice that you have. Even if you are, you know, find yourself concerned about things like an accent, I'm going to ask you to let that go. Because what makes you unique is your voice.

And if you have any concerns about how understandable you are, then we go back to practicing the things like articulation, and tempo, because all of those things are going to help make your voice more understandable, depending on the audience that you're trying to reach.

So, the other factors around sonority that I wanted to touch on are two credibility killers. And these are far more prevalent in North America than they are in any other part of the world. So, I'm very curious for our audience in Australia if you see this as well. And those two credibility killers are what we call Up Talk and Vocal Fry.

So up talk is where you make every statement sound like a question. And that really makes you sound not credible. Because you make you sound like you don't know what you're doing. And that's an example of what up talk sounds like. Most people will up talk the end of their sentences when they're not entirely sure how their message is going to be received. If you're doing a live networking event, for example, and you have to give a 30-seconds “Hi, my name is so and so. And my business is such and such,” you'll hear a lot of up talk in people sentences, because they're kind of questioning how they're going to be received in the room. This is another good area to ask somebody else, rather than try to figure it out yourself, if this is a habit that you have—it's actually kind of difficult to hear if you do it in the moment, and you can practice will be called downstrokes. So up talk would sound like this: “Hi, my name is Tina Dietz, and my company is Twin Flames Studios. And we help amplify the voices of leaders and authors and companies around the world.” Sounds a little off, right? Speaking that with downstrokes with sounds like this: “Hi, my name is Tina Dietz. And I'm the owner of Twin Flames Studios, where we amplify the voices of leaders and companies and authors all over the world.” Sounds a little different when you get to hear the contrast between the two. So, you can see why that's a bit of a credibility killer.

The other one I mentioned is vocal fry. Now I have a hard time even doing vocal fry because my voice doesn't like to do it. I've trained myself out of it. But if you're familiar with the American celebrities—the Kardashians—these guys are a good example of listening to vocal fry, it makes you sent voice sound like it's a little bit bored or dismissive, because you drop the ends of your sentences down into your throat. And it's kind of a vocal fry kind of sound. You'll also hear this on American radio, on National Public Radio a lot, particularly with the male hosts on shows if you listen to podcasts, you'll hear this quite often in a lot of professional level shows. But the thing is, the reason it's a credibility killer is—and it's not with those guys who are professional hosts or even with the Kardashians—is we're not looking to take advice necessarily from the Kardashians, or from a radio show host who's doing a game show, we're looking to be entertained by them. So, the vocal fry doesn't matter for their credibility because we're not looking for credibility.

But when you take that same vocal fry, and you put it into a situation where somebody's doing a job interview, we find in the research that across the board—regardless of gender, regardless of age, regardless of race or any other demographic situation—if somebody is giving their answers in a job interview with vocal fry, they are across the board seen as less trustworthy, less credible, and less hirable. So, it is a habit that we do take try to with our leaders try to coach you out of because it can be damaging, particularly if it's done a lot. Here or there you are having a bad voice day, fine. But habitually? Not so good. So those are the two credibility killers with sonority.

Now when we're in a meeting, and you're running something with a team or you're running a program, you can keep these factors in mind. But what's more important is that you practice them ahead of time. So, articulation practicing with things like tongue twisters, and facial exercises are really important.

Tempo, as I mentioned before, the best thing you can do to work with tempo is to work with your breathing. And that tempo piece will flow over—no pun intended—over into the flow and sonority areas as well.

Listening back to yourself as the other best thing you can do for your vocal mechanic so that you can start to identify—And this is not a situation of beating yourself up. This is listening to yourself to say, “Okay, what can I add?” Or “What can I enhance?” Or “How can I create my next level?” That's the conversation that we're in. This is only a conversation between better and best, I never want to hear you beating yourself up for the voice that you have.

And by the way, we have put together a Vocal Leadership Workout for everybody that you can download. And it's got tons of exercises in it, and it also has links to some articles that I wrote for Forbes magazine, and some other places on different aspects of vocal leadership. You can download that we'll put the link in the in the chat as well at TwinFlamesStudios.com/vid19. And that's… I really, really love this vocal workout, I have all my clients do it to get them going. Because we don't think about our voice as the machine that it is, as the muscle that it is. And the neck muscles and the throat muscles around the voice are very complicated. There's a lot of people… You think about it, you have basically a popsicle stick holding up a bowling ball. That's the musculature of your neck. And it's all these crisscrossing tiny little muscles. And if you go to massage your neck or your throat, you can start to feel it like “Holy crap! That's like piano wire in there! That is really, really tight.”

So, allowing yourself… give yourself some throat massage is really, really helpful. We'll talk about that, along with some other techniques a little bit later when we get to talking about managing your inside voice, which we're about to switch to right now.

So, all of that being said about the mechanics of your voice. You know what’s really important? The inside part. Yes, it's important to have all these factors and to practice to manage the articulation. There's lots and lots of different things when we work with podcast hosts, or we work with authors who want to narrate their own audiobooks, there are a lot of mechanics that we go through for phrasing, and asking certain questions, and speeding up, and slowing down, and different listening techniques. All of that is wonderful and valuable. But if I gave you nothing else today, it would be to talk with you about who you are being when you are being a leader, and it coming through your voice that way. So this is all about your inside voice.

It's who you are, and who you are being far more than what you're saying that's going to make the biggest impact on who you're communicating with. We are wired as human beings for empathy. 100%. All the time. We are herd animals, we are social animals, so to speak. And we have these wonderful things called mirror neurons. Mirror neurons allow us to kind of see and understand or feel and understand what somebody else might be feeling. And mirror neurons and empathy kind of cuts both ways. Those mirror neurons that make us able to identify and feel so strongly when we're watching a movie, and the dog dies, or your favorite character falls in love. We feel those feelings even though those events aren't real. That's how powerful those neurons are. And that same biology is what people are reacting to when you're communicating with them, even with non-visual communication. So, for example, have you ever been on the phone, and all of a sudden your stomach drops, because you sense that something has changed without the other person saying anything. Or if you're a parent, your kids are playing in the next room, and suddenly the sound changes, and without even knowing why you find yourself going into check on. And then there's music. Our emotional state can change in an instant, just for those first couple of bars of our favorite songs. So, here's the thing.

You have that same impact on everyone around you. Every single day, we impact those around us whether we're conscious of it or not. And the opportunity for each and every one of us is—Do you want to make a conscious impact or an unconscious impact simply through how you're being? So, have you ever thought to yourself who are you being when you're being the best version of yourself? Who you being when you're being the best version of yourself think about that for a moment. And I'd even invite you now to close your eyes and see where you can feel—see what I said, “See where you can feel?” it's kind of a dichotomy there. But think about it just close your eyes go inside. Where do you feel those emotions in your body when you think about when you feel the best? Think about a scenario about when you have felt the best, maybe a peak experience is, or working with your clients, or, you know, you had a really great experience speaking, or running a meeting, or you had another accomplishment. Where do you feel those emotions in your body? And how would you identify them? A couple of places you can think maybe to check in are your chest, your throat, maybe you have this level of calm alertness. I hear that a lot from clients of level of calm alertness, like you're ready, but your calm. It's a really cool way to be.

You see, we're never taught to practice our emotional states, like we're taught to read, or throw baseball, or create a presentation. But it is a skill, like any other. Intentionally bringing up an emotional state and putting it on—like putting on a new jacket—is something that we as human beings have the absolute ability to do. And it's something that is a very worthwhile practice, because it's not so much like you have to control your emotions, but it's a conscious shifting and a conscious choosing of who we are going to be. And as a leader, this is incredibly important as an internal skill. So, let me break this down into a more practical state.

One of the ways that we train authors who want to narrate their own audiobooks, and our podcast hosts, and our vocal leadership clients to practice these different emotional states, one way we do that is to take a passage from a book—or if we're working with an author to passage from their own book—and read it in different emotional states. You know, and I'm going to give you an example right now. I've got some classic quotes queued up in front of me here. So, this is the first line from The Great Gatsby. So, I'm going to read it normally. And then we're going to try on some different attitudes or different emotional states with it. And you can try this on your own with—open a book and just try doing it in different ways. And the trick is to say, “Okay, as I'm reading it in these different attitudes, how does that feel in my body? Where do I notice it?” so you can bring it up really consciously?

So, here's the first line read straight. “In my younger and more vulnerable years, my father gave me some advice that I've been turning over in my mind ever since.” Okay, let's pick a let's pick an emotional state—let's do sad and regretful. “In my younger and more vulnerable years, my father gave me some advice that I've been turning over in my mind ever since.” Or if we can try angry. “In my younger and more vulnerable years, my father gave me some advice that I've been turning over in my mind ever since.” Right? Maybe we can try excited. So I'm really excited to share, okay. “In my younger and more vulnerable years, my father gave me some advice that I've been turning over in my mind ever since.”

Okay? So those are some different emotional attitudes. And when you're practicing this, I invite you to practice it in a big way, in an overplayed way, in an over dramatic way, so you can really emphasize. And then every time you do a different emotion and try on a different emotion, close your eyes after you do it and see where you can feel it in your body, see where it raises or lowers your energy. And just start to get a little practice doing this. Because your emotional states are something that you many, many times can choose. And this is also very helpful when you are managing people because as leaders, we tend to be “emotional Velcro”—things stick to us, and we can help it because we're empathic and we care. So, you might start out your day feeling really great, and then help people through a whole series of problems, and then by noon, as you're taking a break, you make time to take a pause and go “Okay, is anything sticking to me that might be somebody else's?” Taking a few deep breaths and blowing it out. So, when you kind of clear yourself, there's some different ways that you can kind of clear yourself throughout the day. And clearing yourself throughout the day is super important because of this “emotional Velcro” state that we go into. And because we can shift emotional states, as quickly as we want to. We tend to be—if particularly if you're a coach, if you're speaker, if you are a conscious leader, and you're out there working with people, you've probably been on a ride with people through this empathic state that you have every day. And so, it's important in between times, to take care of your vocal leadership. To pause and see what your internal voice is telling you—has something anybody said to you kicked up an old belief maybe of something that, you know, kind of mirrored off of a client or a colleague, that you need to take a moment to shift? Or maybe someone had something really dreadful happened to them, and even though you didn't totally take it on, there's a little bit of something you need to process.

There's a couple of different vocal techniques you can do to release some of that stress physically, that then translates again to your nervous system and help you bring back that balance or that homeostasis, that internal / external voice congruency that we're looking for. And one of those is something that I mentioned a little while ago, which is throat massage. The throat is a very vulnerable area for most of us. It's not something we allow people to have access to, you know, you touch people on the shoulder, you touch people on the arm, you might even touch people on the knee, give them a hug, but somebody touches your throat? This is a very vulnerable space. So, giving yourself a few minutes to give yourself a little bit of a rub, or slide your fingers particularly up in this area on the bottom of the jaw. Thumb presses—thumb presses down the side. There's a massive muscle that goes from the bottom of your ear all the way down to the throat called the Sternocleidomastoid—say that five times fast. That's a big muscle that also is related to TMJ. So, if you have any jaw issues, sometimes massaging and giving some attention to that big muscle will be a relief for you. So that's one thing you can do to relieve some stress in that area. The second one, I also alluded to, and that is blowing it out. But I also like to refer to it in honor of my grandmother as “The Italian Grandmother Sigh.” And so, this is again, something that helps activate the relaxation part of our nervous system, and it's simply taking some large deep breaths and allowing a sound to come out on the end. So just “Aaaaaaahhhh.”

And I remember my great grandmother sitting in crocheting in the afternoon, and every so often, she would just let out this deep sigh. And I realized years later that that was her way of just releasing tension. She wasn't trying to get attention, she wasn't being dramatic, anything like that it was her body just even unconsciously, just releasing some of the tension that she was going through. So that's another very simple, very, very easy technique that I would recommend.

So, in particular, before you go into meetings, check in with yourself and see what you might need. It's very, very easy for us to get caught up in the doing. But it's the being that allows us to stay on track and go with the flow and be the biggest help of those other people that we interact with and that we lead. 

One of the questions I get asked by leaders a lot, is “How much should I share personally with my team, how open or vulnerable is good to be?” Now this question came up long before we were dealing with the global situation we're dealing with now.

So, let's go back to our example of being in an online meeting or a conference call. And so, let's say you've been conscious of your way of being and you're bringing a good version of yourself to your phone call. You are ready to listen to people, your empathy is turned on high, you feel good, you’re breathing, your tempo and articulation are natural and flowing for you, and you're kind of embodying this calm in the storm for your team.

Now as you start your meeting, what many leaders are reluctant to do, but is extremely important to do particularly in times of uncertainty and difficulty is—it's important to acknowledge any elephants in the room. These concerns or issues that your team might be dealing with, but maybe they're reluctant to bring up. So, you as a leader holding a space for what we call clearing is going to help your team be fully present and deal with the task at hand and focused. So, regardless of the way you have this clearing—and there are several ways to approach clearing, I think there are going to be a little outside what we have time for today. But the point is that your role is to model what we would refer to in storytelling as telling the story from the scar, not the wound. Telling the story from the scar, not the wound. So, here's how that looks or sounds. This is where you acknowledge what you may be feeling or going through that's impacting you. But keeping in the clear state of being that you're holding from the team.

So, for example, you might share at a time like this “No, overall, we're doing pretty well, I have to admit, something that's on my mind is my elderly parents live far away, and my mom has some issues with her lungs. So, I have to admit this is causing some stress. And I'm grateful to be able to be in contact with them. And I know they're taken care of, but it's something on my mind. So, I'm just saying in this clearing that even though that's on my mind, I'm going to set that aside, so I can be fully present with all of you.” So that's telling the story from the scar.

If you were to tell the story from the wound, and you've probably heard this in meetings, it might sound something like, “I'm really worried about my mom, I don't know what I'm going to do. This whole thing has gotten me so stressed out, and Oh God, guys, I'm so sorry. But I, just you know, I'm having trouble focusing. And I know this is really hard for everybody.” That's what telling the story from the wound sounds like and it creates a totally different energetic scenario in a meeting. It's definitely something that's going to impact your team. They're going to immediately feel that, and then they're going to be reacting doubly, because not only are they then worried for you. They are—instead of an area being compassionate, or empathetic with you, which is you would they would hear and react to the first way—now they're going to be worried. And they're going to have their own worries on top of it. And then they're worried that you're going to freak out and then they have to carry the burden. And then it's going to spiral.

So, telling the story from the scar, not the wound is the primary cardinal rule, I want you to remember, when you're thinking about how to deal with being the leader in conversations that are challenging, times of high stress, high uncertainty. You are there holding the space. And that's why it's important, you know, not to go from meeting to meeting as much as possible but to leave a little bit of space in between even if it's two or three minutes. To regroup, check in on your way of breathing and being and get your nervous system in homeostasis before you walk in, with that your voice intact, with your being intact at the same time. So, modeling this leadership behavior is super powerful for any team to keep people focused, clear, and also feeling connected to each other and to you.

So, I am known in the circles that know me as a bit of a fire hose on this topic and whatnot and give a lot of information and a lot of topics. And I do just want to remind you that a bunch of this, and these tips are written down in the Vocal Leadership Workout I mentioned at TwinFlamesStudios.com/vid19.

I want to pause for a minute before I lay on any more, and just see about questions, and opening up the floor for comments, and things like that. So, let's take a look here. Oh, this is very cool. We got Canada, Melbourne, Australia. Oh, good to know Australians very commonly use up talk. I yeah, I have my I have several Australian colleagues and I haven't heard of them. So, I have been curious about that.

It's pretty, pretty common in the media in particular. So, when you're watching the news—

Really?—

We talk, and we talk, and we talk, and when we go up at the end, and everything's great.

Very common in Canada as well, as well as the Midwest of the US. But really, it's a human thing. Yeah, it's very much a human thing. So, I'm very curious in all of the info I just threw at you guys, any kind of questions you might have, or if you'd like me to go deeper or clarify on any particular topics. And while you guys are typing, I'm going to go ahead and put that link into the chat.

If you've got any tips, or if I can check out your website, because I find it takes me a while to get my voice warmed up in the morning.

Absolutely, absolutely.

And is there things on there that I can—even now like I'm talking to you, I'm like “I could do with some more cup of another cup of tea or some honey or—

Definitely. Yeah, those are those are all good things. Yeah, there's a bunch of things in there.

One of the things we can definitely use gargling with warm salt water is really great for breaking up mucus, particularly, excuse me in the morning. Another thing we always tell folks, if you're going to be doing a lot of speaking, of course, stay away from dairy, citrus, and if you can stand it coffee—I usually ignore that last one. And so those all are things that tighten the voice. Yeah, any kind of really heavy meals. Anything that's going to kick up your stomach acid—if you tend to be sensitive and all of that—may impact the quality of your voice or the stamina of your voice. If you have stomach acid coming up, it's going to erode your—it's going to make things more tired.

Sleep is another big one. You can usually tell if somebody's tired by the quality of their voice. Their energy is going to be a little off, they're going to be a little slower, they may start to “uhm” and “ahh” again. So, sleep as much as possible is really a good thing to take note of. And that throat massage I mentioned before, is important.

I'm a big fan, I drink a lot of tea. So, I'm usually get some sort of tea, yeah, ginger, tea, anything herbal tends to be good for the voice to kind of keep things going. Some people have some issues—and sometimes it's just the day—with mouth smacking noises or that kind of mouth click sounds, which is super annoying. And so, if you know that you are somebody who has a tendency to do that, a trick from the voice acting world is to have a bite of an apple, or particularly a green apple. And there's something about the pectin and the acid in the apple that helps to alleviate that mouth smacking noises. Many times, if you go into a professional recording studio, you'll see a bowl of apples on a table. And most people don't know why that is. But it helps to alleviate that. Chapstick is also helpful to have for that. But sometimes water doesn't do it. It's another thing you got going on. That also does point to dehydration though. If you get a lot of mouth smacking noises, chances are you have some dehydration. Speaking of which…

I think it's such a fascinating area, like you said, your comment around, we've got something quite thin holding up a whole bowling ball. And I never thought about it like that. But if anyone's got any questions really encourage you to put them in the chat. Tina, I think I've become more aware of my voice, the more I speak. And particularly having sat on this conference now for what eight days I can feel my throat—

That’s a big job—

Getting a more of a workout than it would normally do. So, thank you so much for sharing your insights. I've already opened your link that you popped in the chat. So, I'll be downloading some of the cool leadership stuff too. So yeah, it's, it does make a difference. And even just listening to you reading that same sentence with different emotions is actually… Yeah, actually, what do I want to come out?

What do you want? What do you want to come out?

Yeah. So, we're working with authors who want to narrate their own books, we'll practice with them, like “What's the way of being that they want to come across as?” And they're kind of amazed when they listen back to themselves, how their voices, how it lands with the listener. Yeah, and sometimes it's not what you expect, sometimes, a more gentle approach is not the best thing. Really just depends on what you're looking to convey. Sometimes a much… You can go way bigger than you thought you could. And that's good news for people like me with, you've always been trying to like not, you know, overwhelm people with our big personalities and all that.

When you're working with audio, or you're working with a medium when you're not in person, many times you can go bigger than you can when you are adding that physical element to it. Not on a stage—stage, you can go really big as you get a big room and all of that. But, you know, if you, I'm sure you've been in networking events where somebody is just like, “Hi!!!”, you know? And they're just really big, and in your face, and all of that. It's “ahh!” you know, personal space. But online, we have a lot more room for people to get in our face, because they're not really there. There's a bit of separation, kind of an energetic level, and also, in our personal space. We don't have any kind of automatic—necessarily—any automatic reactions to someone coming that close to us physically. And again, that's very cultural. Some cultures have very, very close physical space, some it's way further out. So, the online formats do make it more flexible in that particular sense.

But we're finding a lot of teams—and particularly in corporate—are even doing just audio. And there's a lot of advantages to doing just audio meetings. One is it changes the way that you listen. You don't get triggered by people's facial expressions, you really just have to listen to what they're saying and how they're being. The second thing is, is you're not worried about, like, you and I are on camera right now, and you know, we're a little bit crow-like. Sometimes we're like, you know, checking our stuff. You know, am I in the right position? How’s my chin, you know? All of that kind of stuff. So, it helps to relax the people in the meeting. I was just coaching someone who runs a PR firm for executives on running online meetings, and taking their live meetings on to Zoom and audio format. And one of the things that we talked about extensively was, video / no video, and we decided on no video, and she got a lot of feedback afterwards about how comfortable that made it for people to not have to worry about their background, or if they've done their hair, or if their kids were around or you know, especially in the circumstances we're in right now. And that really allowed them to just be present with the content. And they were, you know, she was interviewing Fortune 100 CEO, you know, and normally you do want to like, look your best and all of that to be in something like that. And they could just like, you know, be in their jammies if they really wanted to, and still have this professional conversation.

So, I really think that audio-only formats for online meetings is highly underrated. I work with the majority of my clients—and always have coaching clients, consulting clients, podcasting, audiobooks, vocal leadership—primarily via audio only, so that you learn and you actually train that listening, because there's so much that you can pick up. And it gets quite fascinating once you practice it for a while and you're not relying on the visual cues anymore, what you can hear, and then start to trust your intuition and ask questions of people—

Yeah—

To get that.

I've been wearing my air pods for every session for the same reason because it blocks out all of the atmospheric noise. We have some pretty chatty parrots in our yard, and cats like to meow, and all of that sort of thing that we don't have in an office either.

So, Tina, thank you so much, sending so much love, and thanks from Melbourne. If you're ever in Australia, please let me know. And next time I'm in the States—

Tina Dietz

I will pick you up on that.

Perfect. Thank you so much—

Thank you so much, Julia. Thanks everyone.

Thank you.

Interested in learning more about how you can strength

your vocal leadership in uncertain times?

The Secret to Shameless Self-Promotion with Tina Dietz [Podcast]

If you struggle with shameless self-promotion, listen to my guest appearance on the new episode of the Feminist Visionaries Podcast, hosted by Meaghan Lamm.(Feminist Visionaries Podcast with Meaghan Lamm, January 2021)

Shameless Self-Promotion - Tina Dietz

Tina talks with Meaghan Lamm about how we can feel our feelings, get curious about our thoughts, and shamelessly self-promote.

In this episode:

  • The number one block preventing people from shamelessly promoting themselves
  • Tina’s top tips on how to use your fear to propel you instead of hold you back
  • Mindset techniques to shamelessly self-promote yourself and your business

Listen to the podcast here:

The Secret To Shameless Self-Promotion with Tina Dietz

I’m super excited to have you here. I’ve wanted to have you on the podcast for many months and I’m excited to talk about shameless self-promotion. I think this is the topic that a lot of women in particular struggle with or even self-promotion in general.

Before we dive into that, tell us who you are and what you do on the internet.

I own a company called Twin Flames Studios, and after many years of building businesses internationally in more than 20 different industries, I now specialize in the world of audio to help people get their messages out into the world. We produce and develop podcasts. We work with thought leaders and subject matter experts to get their audio books produced and out into the world, as well. On a personal level, I work with folks on vocal leadership, which is a whole other body of work.

Your team produced about the first two-dozen episodes of this podcast. I don’t think this podcast would exist without you. If I hadn’t hired you for the added accountability, I don’t know that this podcast would have happened.I remember in the very beginning, you sent me some really great exercises and articles to improve my vocal leadership. There were so many things I learned, like how the inflection in your voice can convey a certain emotion, whether you’re intending to do it that way or not, which I found fascinating.

Yes, we had that whole conversation about uptalk where we subconsciously raise the inflection of our voice at the end of our sentences like it’s a question when we mean to make it a statement. And then that makes us sound like we don’t know what the hell we’re talking about.

It also points out things within yourself that you didn’t realize were there because it’s a very subconscious thing. You’re not consciously ending all of your statements as a question because you lack confidence in that area. It’s very subconscious. Once I realized I was doing it, it was interesting to note which moments it popped up in my speech. Then I started to work on that with my mindset coach.

That’s perfect.

When you’re working with your vocal leadership clients and you get into the issue of shameless self-promotion, what would you say is the number one block that people have when it comes to promoting themselves shamelessly?

I would say the number one thing is that people don’t want to piss anyone off with what they’re saying. They don’t want to upset anyone. Not a single one of us enjoys looking stupid or being embarrassed. That’s the shame part and that’s why Brené Brown says shame is a master emotion. Shame is really what’s underneath. I don’t want people to be mad at me. I don’t want to upset anyone. I don’t want to rock the boat. I don’t want to look bad. I don’t want to be embarrassed. All of those and more. It really comes down to that being the core of what stops us from stepping out and speaking our truth.

Absolutely. To get to the point of starting this podcast, it was a big vulnerability moment for me. I had to put myself out there, knowing how feminists and women with strong opinions are often treated on the internet. Creating this podcast and putting it out into the world, with my opinions, was a big vulnerability moment for me.

I haven’t run into many haters yet, but there was a lot of mental work that went into gearing up for this shameless self-promotion, as we’re calling it, because I knew that even though as many supporters as I have, there is also a flip side to that. The people who troll you, especially in today’s political climate, where it gets nasty on the internet.

What are your top tips on sitting with that vulnerability and fear, the fear of looking stupid or like you don’t know what the hell you’re talking about? What are your tips on sitting with those emotions and letting them propel you rather than stop you?

Most of us have a tendency to delay the intensity of what we feel. We’re trained to control our emotions and put a clamp on them. What we’re not trained to do is to allow ourselves to have the capacity to be with strong emotions and let them move through us. That is a learned practice.

It is an emotional, psychological, energetic practice of allowing yourself to feel whatever it is that you’re feeling. When you’re first starting to do this, you’re going to notice all the thoughts attached to it. The questions, decisions, and things that you say about yourself and the world. And it’s not pretty. You have to learn to become an observer of your own thought and not dissociate yourself.

Start to gain some objectivity where you observe the feelings or thoughts that you’re having like a movie. If you can identify it, you can start to move things in different directions. If you feel like you’re at a point where you just can’t move past it or something that is unsayable or unendurable, start to identify the component parts of that feeling. Identify the physical sensation, the things that you say to yourself, the things that you say about the world, and so on. Break that down into its component parts and you start to be able to make choices. And choices give you power.

‘Choices’ was my word of the year for 2020. This year, I had to make a lot of choices and to feel my feelings rather than numb them out so that I could get to a place where I could do things while feeling fear. Fear is typically at the core of everything we’re avoiding doing. If you sit with it long enough, you’re going to realize there’s an underlying fear for not wanting to do whatever you’re avoiding.

So you have to sit with it. It doesn’t go away. It is a conditioned, biological response to keep you safe. Fear used to keep you safe from saber-toothed tigers, and now it keeps you safe from stress or bad chicken.

And trolls on the internet.

And trolls on the internet. The fear doesn’t go away. You just learn how to acknowledge the fear and do the scary thing anyway. I think that’s the place that you have to get to for authentic, shameless self-promotion. To authentically and shamelessly do what you have decided is your mission here on this earth in this lifetime, you have to get to a point where you’re not numbing out the emotions that are uncomfortable.

You’re feeling them and you’re acknowledging them. You’re not telling yourself you’re wrong for feeling them because you’re a human being and you experience the whole range of human emotions. Then, you go out and do the thing anyway.

When I first started my journey through mindset work in 2016, I had never heard the phrase before. No one asked me, how does that make you feel? How does this frustrating situation make you feel? My family did not talk about uncomfortable things. If we had uncomfortable things going on, we handled it very poorly on our own and when we came back together, we pretended like nothing happened.

As a result, I can’t say I grew up to be a super well-adjusted human being who is able to freely express her emotions. But working through that has most definitely been a journey for me, because I had to learn, often painfully, how to stop numbing my feelings by overworking. It’s really common in hustle culture to numb oneself by scrolling on social media or binging on Netflix.

Instead of asking you if you’re still watching, Netflix should have an emotional setting that asks if you are numbing your feelings or actually watching something.

Yes, exactly! I had such a difficult time recognizing when I was feeling anything, because I had numbed it for so long that I just had to name the physical sensations that were happening in my body.

That was how I found out that being mad makes my fingers tingle. It was so fascinating to me to learn how to do that. For a long time, I felt really dumb because I was 30 and I didn’t know what my feelings felt like. I think that happens to a lot of people and I’m hoping that this episode really normalizes that because a lot of us are not taught how to process our emotions. Human beings are designed not to be uncomfortable.

Absolutely. When I’m working with executives and we’re talking about vocal leadership and communication, we talk about how your internal landscape changes your external landscape. If your physical voice is the instrument that you’re playing, like an oboe or violin, then your internal conversation, beliefs, feelings and the things that you say are the music that you’re playing. You’ve written that music. In order to become a virtuoso and be able to play the music that you want to play with your voice and your message, you have to look at the music that you’re playing.

Where are you missing a verse or skipping over things? Where is the tempo off? The voice is such a great indicator of our internal music where we might have a stanza or two that are not in sync with the rest of the composition. One of the quick exercises we can do around embodiment is to bring up all of the physical sensations of what it feels like to be the best version of yourself. We can use this to train our bodies to actually feel better when we are experiencing things that we don’t love feeling. We can do it on the other side as well and train ourselves to feel the way we want to feel because neurologically, the brain doesn’t know the difference between fantasy and reality. It’s a programming issue.

Brains are fascinating. This is why people get sucked into cults.

Absolutely. Politics, as well. If you bring up a peak experience, where you felt like a great version of yourself and allow yourself to go into that memory, you can change your body chemistry. Bring up that experience in your body, as if it’s happening in the moment. Scan your body, scan your thoughts, scan your feelings, and you can change your body chemistry in under two minutes.

You can practice feeling better and like the best version of yourself. We spend a lot of time analyzing what we consider negative emotions. We spend time processing when you’re angry or sad or feeling hopeless, but it works on the opposite side of things, too. A lot of times, we leave the other emotions out of the equation, because happiness feels like something that happens to us and not something that comes from us. Confidence is another one. No one’s ever told us you can feel confident because you choose to feel confident.

It’s true. I have people tell me all the time that I’m so confident and that they are intimidated by me. I’m always looking over my shoulder wondering who they’re talking to because those aren’t the thoughts that are on a loop in my brain. When other people can mirror back what I’m actually projecting out into the world, which isn’t necessarily a facade, is really interesting. I’m not thinking of myself that way, but that’s certainly how I’m coming across because that’s how I’m acting. Which is a weird dichotomy when you think about it.

I think that has come from doing the work and feeling the feelings and identifying what’s going on and being able to work through it without making myself feel bad. When you try to numb the negative feelings, you also numb the positive feeling.

Yeah, the whole thing gets deadened.

It all comes from the same place so you can’t numb one without numbing the other. You have to allow yourself to experience the entire range of human emotion in order to experience authenticity and just as a human being in general.

Have you seen the movie Finding Nemo?

Yes, I’m pretty sure I just watched it a couple weeks ago.

That’s hysterical. I love that movie. One of my favorite parts is the sharks that are trying to not kill other fish. They have this whole kind of 12-step group and their motto is ‘fish are friends, not food’. I’ve changed that to ‘feelings are friends, not foes’. Think about how you can be friendly and have room for all of your emotions.

One of my favorite books is Big Magic by Elizabeth Gilbert. She talks about fear being ever present in a creative life. What is important is how you deal with that fear. It’s how you make space for it and that is a really powerful concept. It takes a tremendous amount of energy and will and that’s unnecessary to kind of squish that into a box. You can leave room for fear in the backseat of your car, like she talks about. Fear does not get to touch the radio, fear does not get to choose where you’re going. It doesn’t get to have an opinion on where you stop for snacks, but there’s room for it in the backseat.

I love that analogy. I imagine shoving my fear into the backseat and telling it to sit down and shut up. I call my fear Karen, who lives inside my brain and is very negative. I get to the point where I say Karen, thank you for your opinion, you can sit down now. I can picture her stomping away in her high heels with her Karen haircut and sitting down in the back of the room. 

This is very effective for me. I think this conversation is so relevant to feminism and feminism ideas of toppling the patriarchy. This is for men, women, and non-gender conforming people. Men are embroiled in toxic masculinity, where feeling any other emotion besides anger is seen as a weakness. Women are constantly told that they’re too emotional. Opposite ends of the spectrum: women have too many emotions and men don’t have enough. We can get to a place where every emotion is valid and it’s safe to experience and express every emotion. 

Not just safe within yourself, but safe to have emotions externally around other human beings. When we can get to a point where we don’t need toxic masculinity anymore, because it doesn’t matter if a man cries, he can feel more feelings than anger. He can express more feelings than anger without somebody calling his masculinity into question.

It is a tool to break out of this patriarchal society if we can get to a place where women aren’t trying to appear less emotional and men are not embroiled in anger as the only good emotion to have.

We’re all highly emotional beings. It’s a matter of expression and what we feel safe expressing in a situation. This ties into this idea of shameless self-promotion because we’re always in self-promotion. We’re always promoting something. It could be something that you have an opinion about. As a human being walking around, can you state your opinion, and be okay with that? Can you have a conflict at work and work through that in a way that feels both productive and stimulating?

It does bring up strong emotions, but you work through it together rather than shutting it down. One of the biggest access points for mustering that kind of mastery of emotions is curiosity. Curiosity is my favorite state of being because curiosity is neutral. It is neither good nor bad. If you’re upset, you might not be able to feel good but you might be able to access curiosity. I wonder how I can just feel a little bit better right now. It snowballs its way out of something. It’s not an all at once process and it is a never ending process.

You get through one plateau and you think that x is your problem. So you work your way through x and you grow from that work. Then you move along and find another problem that you have to work through. This is especially true in business where you think that your next goal is to make $5,000 a month and when you get there, there’s a whole new set of mindset work to be done. And so on and so forth.

You’re not fixing your issues. You don’t fix them one time and then never have them again. As you evolve and grow, whatever your goals are, whether it’s money or relationships or whatever, there’s always going to be something else that you’re running into. Your brain is constantly trying to keep you safe from what it perceives as dangerous threats and your brain thinks that anything that it doesn’t know the outcome of is a dangerous threat. If your brain can’t predict exactly what’s going to happen, it thinks you’re in danger. It’s going to try to get you not to do that and the most effective way to get you not to do that is to make you afraid.

No matter what you’re doing, no matter where you’re going, you have to remember, you’re always going to be afraid and you just have to remind your brain that it’s okay to be afraid, but you’re going to do it anyway. Putting yourself out there is probably not going to kill you.

No, absolutely not. You mentioned your inner Karen before. When we’re dealing with fear, one of the visuals that I like to use is a puppy or a kitten because our fear isn’t evolved. Our fear isn’t us. If you imagine that your fear is a puppy or a kitten that is scared and needs to be taken care of, if that appeals to you more, then you can bring up the self-compassion to take care of that.

Assert yourself as the adult taking care of that piece of yourself rather than it being an overwhelming, all-consuming thing or becoming enraged at yourself, which God knows I’ve done many times in the past. Asking myself why do I feel this way? Why do I suck? I love the idea of being able to just sit with those emotions.

As a side note on the business side of things, when we’re talking about self-promotion, it’s a big hurdle for a lot of people. Particularly artists and people who are more on the ‘woowoo’ side of things, which I would classify myself on that side of things. For an analogy, if you offer someone a homemade cookie and whether they accept your cookie or not, it has nothing to do with your cookies. A person may say no because they don’t want a cookie, or they don’t like chocolate, or maybe they’re diabetic. They have their own reasons for saying no and nothing is wrong with your cookie. The same is true for them saying yes. There’s nothing wrong with you when somebody says yes or no to what you’re putting out into the world.

That is a big hurdle for anybody to get over when they’re first starting a business or even as their business grows. Especially when you’re an entrepreneur and you’re in business for yourself. Many businesses are a personal brand using the owner’s name. You’re not selling a product, you are selling yourself.

I have a friend who owns a bookstore and when people don’t buy a book, she gets annoyed. She gets annoyed when they come in and wander around the shop, admire her store, but don’t buy anything. But she doesn’t take that personally, because she’s selling a product. She’s selling books.

When you’re selling your service, your knowledge, your expertise, your strategy, you’re selling yourself on a very personal level. It can be difficult to remember that you’re not really selling yourself, but that you’re selling them an outcome. Those two things do not have to be related. If someone says no, it’s because they weren’t interested in what you had to buy, just like they weren’t interested in your cookie, and that leaves more for the people who are interested.

I think that’s a fantastic way of looking at it. It’s never about us. It’s always about the other person and what they’re experiencing. If we make it about ourselves, we’re not going to sell anything. Coming from personal services, it all has to be about what the outcome is. We’re all self-centered. Human beings are wired to be self-centered. When you’re talking with other people or you are marketing on social media, being curious and interested in what other people are up to is always going to be the pathway to building your business. Particularly in personal services, because relationships are at the heart of every single thing.

Long story short, you can fix the entire world by feeling your feelings and changing your thoughts. Your ego just solved it all. This conversation didn’t go how I was anticipating it to go honestly, but I loved where we ended up because we kind of dived more into authenticity. 

In order for you to be the most authentic version of yourself, you have to acknowledge that you are a whole person with the entire range of human emotion inside of you. It is okay and normal and good for you to feel all of your feelings. To acknowledge them. Sometimes I am in a shitty mood for no reason and that is okay.

It’s okay to be pissed off for no reason and take the day to not do anything or not communicate with people because you keep snapping at them. That’s normal. I think that in order for you to get to a point of shameless self-promotion, you first have to explore shameless authenticity. Once you do that, you get to a place where you’re feeling your feelings, because you acknowledge that you’re a human being with human emotions and feeling your feelings can help you topple the patriarchy.

I think that sounds like a perfect place to close, don’t you?

I absolutely do. Feel your feelings, change your thoughts, topple the patriarchy.

Listen to this one over and over again. I’m sure I will be listening to it multiple times because these lessons are so important. These are tools to go in your toolbox that you can use over and over again. When you get curious, don’t be afraid of feeling your feelings. Don’t be afraid of your thoughts or changing your thoughts. Together we’ll all feel our way through toppling the patriarchy and everything will be great.

Thanks for listening to the Feminist Visionaries podcast!

Important Links:

Send me a message if you’d love to chat more about what partnering together would look like!

Align Your Big V Voice with Your Little v Voice to Amplify Your Message with Tina Dietz [Podcast]

Tune in to episode 111 of The Creative Impostor podcast, hosted by Andrea Klunder. We will show you how to amplify your message(Podcast on The Creative Impostor, August 9, 2020)

Episode 111. “In this phase of growth, it feels weird. It feels nebulous. It feels like this molting bird… Sometimes it takes as long as it takes, you know, it's not the enlightenment Olympics.” ~Tina Dietz

This episode is for the birds. Or rather, about birds. More accurately, how much creative humans have in common with molting parrots.

Hang with me; this episode isn't wall-to-wall ornithology talk. I recorded my conversation with Vocal Leadership Expert and Podcast Host Tina Dietz way back in the before-times. Still, her message about self-acceptance and faith in our creative evolution rings doubly true at a time when putting our trust in anything is a struggle.

She just happens to equate this transition with shedding feathers. 

As founder and CEO of Twin Flames Studios, Tina molds (not molts) experts into influencers, teaching clients how to amplify their message. Whether it's through their own podcasts, as guests of other shows, or as in-demand speakers, Tina's vocal leadership expertise goes beyond the simple correction of speech mechanics.

Transitions rarely come without challenges. There's the macro level, global shifts taking place right now, and then there are the awkward personal doubts and missteps. 

You're not wrong for feeling vulnerable. Massive life changes force us to question our personal and professional identities. 

Happy molting!

Links, resources, opportunities… You can find them here: http://www.thecreativeimpostor.com/111

Interested in learning more about how

you can amplify your message?

The Accidental Entrepreneur: Tina Dietz – Twin Flames Studios [Podcast]

Diving deep into the world of audio on the Accidental Entrepreneur Podcast, hosted by Mitchell Beinhaker. Tune in…(Podcast on The Accidental Entrepreneur, August 25, 2020)

Accidental Entrepreneur - Tina Dietz

Tina Dietz is an award-winning and internationally acclaimed speaker, audiobook publisher, podcast producer, influence and vocal leadership expert who has been featured on media outlets including ABC, Inc.com, Huffington Post, and Forbes. Tina's podcast, The StartSomething Show, was named by INC magazine as one of the top 35 podcasts for entrepreneurs. Tina’s company, Twin Flames Studios, amplifies the influence of leaders, experts, and companies around the globe.Tina joins Mitch on the podcast to discuss the world of sound recording including audio books and podcasting.  If you are looking to start your own podcast or want to improve one you already produce, be sure to reach out to Tina!  Here's a link to a free gift just for listening: http://www.launchyouraudiobook.com

Connect with Tina:tina@twinflamesstudios.comhttps://www.facebook.com/TwinFlamesStudiosLeadership/http://www.linkedin.com/in/tinadietzhttps://www.instagram.com/thetinadietz/For more information about the podcast in general, send us an email: info@beinhakerlaw.com

To follow Mitch and the podcast, go to https://linktr.ee/beinhakerlaw. The Accidental Entrepreneur is a trademark of Mitchell C. Beinhaker. Copyright 2018-2020. All rights reserved.

Listen Here:

5 Steps to Find Your Book Inside Your Blog

Here are five steps you, as a content generator, can take to find your book inside your blog (and inside your other content, too.)

Find Your Book - Tina Dietz - Alyssa Berthiaume

“We all have a book inside us,” as Dana Micheli, fellow ghostwriter points out. I agree with her, but I also believe that content generators, who are practically manifesting material in their sleep, already have a book outside of them. They just don’t know it…yet.

I consider a content generator a business owner or entrepreneur with an abundant blog, LinkedIn articles for days, keynote addresses and speeches filling up digital file folders, transcripts of every interview they’ve ever done (podcast or otherwise), and copies of any free eBook, presentation, or article they’ve ever written. Whether they’ve generated all this content themselves, or benefited from the support and talent from content writers, copywriters, and/or ghostwriters, the fact is this: They are sitting on a content gold mine, each piece a precious gem, and part of a book just waiting to be produced.

I’m fortunate to work with clients who believe in the power of content and who leverage me to help grow and nurture their mines. Most of them want to produce their first book (or next) but struggle with repurposing their content or searching for the parts and pieces to produce a book—a book that is focused, well-written, showcases their expertise, offers value to their audience, and boosts their business credibility and brand.

Here are five steps a content generator can take to find a book inside their blog (and any of their other content, too).

STEP 1: Identify Topical or Thematic Threads and Trends

List all the places where content exists and visit these locations. Review headings (and subheadings) and scan your content. Note keywords and other recurring ideas that you notice.

Rank your discovered themes/topics and choose the one that speaks to you the most, or aligns with your brand and vision for your business. By going through this process, you’ve found the focus of your book. (You’ll also likely find the most precious gems: the stuff you once wrote that really shined above the rest. Hopefully, those pieces make it into your final work.)

STEP 2: Define Your Reader and Relevance

Now that you’ve identified your topic, pull together copies of each piece of related content. Scan the content and ask yourself: who is my ideal audience? Why is this topic relevant to them? What will they get in reading this information? How is it different and new from what already exists? To take this one step further, envision all this content in its final version (a beautiful book with your name on it) and reflect on what your intended goals / hopes / outcomes are for this book. 

STEP 3: Outline Your Table of Contents

Determine where you believe you want your reader to begin and to end. Mark the beginning as A on a piece of paper, and write B on the other side. You’ll fill in the outline of A to B as you read your content again, and this will become your table of contents. Now, this time, you’re not going to just look at content online. Print everything relevant to your topic. Read each piece then set it aside (temporarily). Yes, this may take you some time. You’re mining for the gold here. What are the relevant pieces that really stand out? How do you see these pieces creating an arc of the work? Organize your content based on how to get the reader from point A to B. List the titles of each individual piece in your outline according to how you think they should be ordered.

STEP 4: Investigate Gaps and Goodness

Pinpoint what’s missing and what’s already kicking butt. Read your content from start to finish in the order you outlined. Record what is working (‘goodness’) about what isn’t (‘gaps’). Make a plan for addressing the gaps. This may mean reading it out loud to yourself, taking some time away from the draft, running it through spell check, asking a friend to proofread, etc. 

STEP 5: Polish Before Your Publish

Polish your work so it’s crystal clear and shines like a diamond. It’s time to fine-tune things before you publish—no matter what publication route you go. When you’ve finished addressing the gaps, read the full manuscript for clarity, cohesion, and flow. Mark the text where adjustments need to be made. Proofread with an eye for spelling, grammar, punctuation, etc., and review for formatting and styling consistency. Solicit the feedback of others you trust to give you a professional and critical eye, and assess if you achieved your goals.

You have now finished mining a book out of your voluminous mountain of content.

If you need some extra support with these five steps, you can snatch up my free gift, Finding Your Book Inside Your Blog: A Content Master’s Scavenger Hunt & Field Guide to Find the Pieces to Produce Your Book

Find Your Book - Tina Dietz - Alyssa Berthiaume

Alyssa Berthiaume is a native Vermonter, professional (and creative) writer, practicing feminist, recovering middle child, wannabe superhero, and a mom who’s pretty sure she’s “winging it” most of the time. She’s the leading Lady (Boss) and ghostwriter at The Write Place, Right Time – her virtual boutique of writing services for badass coaches, trainers, and speakers, and other badass entrepreneurs who don't “do words” but know they need them. To know more about how she can “do words” for you, visit her website.

Alyssa Berthiaume – Copywriting, Ghostwriting, Lady Boss and Owner of The Write Place, Right Time

How to Enchant Your Skeptical Audience and Bring Them Back for MORE

Tina Dietz talks to Andrea Enright about the importance of not just engaging, but enchanting, your audience.(Facebook Live, August 11, 2020)

How to enchant your skeptical audience - Tina Dietz

Tina Dietz talks to Andrea Enright about the importance of not just engaging, but enchanting, your audience. They discuss:

  • How “engagement” has become a social media buzzword
  • How it’s vital to make people understand what you provide, not just what you do
  • The importance of being authentic
  • Tips for improving your profile and presence on LinkedIn
  • The value of stories for creating enchantment—but avoiding the “Once upon a time” trope!

Listen below:

Hey everybody!

Since I'm posting this publicly, I'll introduce myself really quickly. And then of course, my beautiful friend and colleague here.

So those of you don't know me, I'm Tina Dietz, I'm the owner and CEO of Twin Flames Studios. I have been building businesses for many decades internationally, but what me and my company do best is unleash the voices of trusted brands and companies, executives, and leaders worldwide. We do that primarily through audiobooks, podcasting, and vocal leadership.

I've decided to go ahead and talk with some of my colleagues live—we have all these conversations that happen in the background, I know all these amazing human beings who are out doing incredible work in the world and I thought, “Well, you know what, why not share some of this awesome with the world?”

This is Andrea Enright from The Boot Factor—and I'll tell you more about her in just a second—but Andrea and I had gotten to talking about the proliferation, the outrageous number of people claiming to be LinkedIn experts that is happening lately. And all the mistakes that people make in their branding and their messaging, and how tired we are of certain conversations in the industries that we work in with consulting and coaching and service industry professionals.

We work a lot with the financial industries, and with high end consultants, with healthcare organizations—pharmaceutical—and training organizations. So you know, we have all these inside conversations; now we're bringing it back out to you and today what we're talking about primarily is the conversation around engagement: “Well you have to create an engagement on social media!”

Are you tired of that? I'm tired of this.

Buzzword, buzzword, buzzword!

It's such a buzzword right?

Let me tell you more about Andrea before we get into this. So Andrea, has been an entrepreneur since 2002. And much like myself, she has a checkered past…

Well, they's fun questions to come. That’s what we call a hook!

Love it!

But she's been working, beautifully, with coaches, with consultants, a lot of folks coming out of the corporate world becoming consultants, and helping them to clarify their message—”Please god, clarify your message”—and get your message out there, in these badass elevator pitches, making sure that your LinkedIn profile is, I'm gonna use a really horrible term, “on fleek.” 

But making sure that it is beautiful and pristine and represents exactly who you are. We'll talk a little bit more about how that gets done. Because that is an art and a science. And she's just a really cool person to hang out with. I love her because she's no BS. That's what we're mostly talking about here.

So, thank you for joining me here today. We were having some technical issues with Facebook Live, so thanks for hanging with me through that.

Thanks, Tina!

Yeah. Sorry, do you want me to—should I talk about—

No! Talk. Absolutely! Go ahead. I'd love to have you go and dive in. I'm curious, what did I miss?

I mean… I really work with coaches and executives, and really helping people get brave with their brand, basically. When you get brave, then you get to something called, what I'm starting to call, “Leads In,” which is getting Lead Gen without freaking out, you know?

Yes!

Without the panic! So, if you can get to your authentic self, and you can get brave, and you can show up and get vulnerable and show just a little bit of lack of perfection because nobody wants to see that—we're totally bored with it. We're not interested in a long list of achievements.

And I think… Here, how about this? This is really what it sums up—most LinkedIn profiles start out with, like, “I'm not sure how to tell you this, but I'm kind of a big deal.” Right?

Yeah, actually, mine does. I know mine’s up for an evaluation. That's one of the reasons you and I have been talking And I haven't updated it yet. Because I'm intending to have your badassery all over it! So, that was the way it got done.

And it's the same way with webinars and things like that, you know? Speaking from my own experience: I've had to talk to a number of clients in the vocal leadership side of things to please, please, please tell a human story. Don't spend twenty minutes talking about your long list of how perfect your life is before you actually teach anything or share anything or give people any value about why they're there.

Right! To give people credit—to not totally throw everyone under the bus—LinkedIn was set up originally as like this resume place, right? Like this job seeking place. So people are like, “Oh my gosh, I better put everything that's amazing about me in a long boring list, like a play-by-play timeline of your life.” And guess what? Nobody cares!

Yep.

Just please summarize for me, because I'm not getting past the third line.

Yeah, and that's it. Our attention spans are like that of a gnat, pretty much, online these days. And, well, here's what here's one of my other favorites: I'm sorry, guys. We're not trying to totally throw you on the bus here. If you have any of these things, it's okay. We're all human. It's a good time. But you know, how about how about this? This pose!

It's true! I think people get really self conscious about “How am I supposed to look?” It can be okay. If you're looking authentic, if your teeth are showing, if you're smiling, if your face is taking 60% of the frame.

Yes—please.

Then you're good. I don't care what you're doing. But yeah, there is a pose—a perfection about it. And people are just not interested in that. And now LinkedIn is going from like resume to resource, like, “How can you be of value?”

Yes! From resume to resource! Let's talk about that. We've been doing some different things on LinkedIn this year and really doubling down on using LinkedIn.

We've been using LinkedIn a lot in the background and now it's kind of having a resurgence. I think for a long time, LinkedIn was a bit of the redheaded stepchild of the social media world, and now it's having a resurgence because so many more companies—we're business to business companies, and us marketing high-end services on Facebook does not work. Same with Twitter. Forget it.

Yes!

It's noise. It's just noise. So we've been having a lot of a tremendous engagement—hopefully enchantment, we shall see—with folks. And getting tremendous reach on our post, sometimes up to 65, 70,000 people seeing our posts! But it takes a lot of time to craft these messages, and get things out there. Fortunately, I have a fabulous team and they're really helping to repurpose content, get things out there every day on a regular basis.

But you know, where do you think people should start? Do you start with the content? Do you start with your profile? Chicken/egg.

I want to talk about the posting because I think there's a big shift that needs to happen with the posting. But the profile is really where you start. That's where you should start with anything. If you are a high-end coach, executive turn consultant, speaker, author—people are googling you, they're finding you, please start with your profile, and turn that into a resource instead of a resume.

So, how can you give a soft sell and create Thought Leadership, and give them something that they can use in their meeting today at 3 o'clock—and this is amazing! This makes them think, “Oh, wow! She knows what she's talking about,” and “Oh, wow! I'm going to call her anyway.” They're not going to go implement your shit with this “three tips” that you give them. If they're serious, they're gonna call you. So this is really just—it's giving. It's giving stuff away and being okay with that. It's serving instead of selling.

Serving instead of selling. That really is the key, and I think that it's also important if that feels like a foreign concept for people. Because every so often, most of the people that we work with are heavily service-oriented, heavily relationship-oriented. They're used to doing a lot of business what we would call “belly-to-belly.” But I think a lot of folks have a difficulty translating that to online, particularly our podcasting clients.

We work with a lot of folks who are very high touch, very white glove, wealth managers and consultants, who really spend a lot of time cultivating relationships with their clients. So when you go into a social media situation, it feels sometimes to them—not only like the Wild West, but like a foreign entity, like a different language they have to speak.

We talk about being vulnerable. We talk about being authentic. But for somebody who's having these long conversations with people, how does that translate?

This has been a perfect segway because of Zoom, because of having to switch to Zoom. So, people are like “I meet my clients face to face, I can't give them this custom thing. How do I do this?” And really, I think it used to be building a LinkedIn profile to get people to know, like, and trust you—

Yes, classic.

—and that was, like Dale Carnegie. It's like, Okay, “How can I get get those people in,” right? But now it has to be these three things, I believe, these three pillars. Mine are: Translate, Educate, and Enchant.

So, we Translate that message; and the biggest way we do that is, because we're not face to face with them and we can't see, we can't go off their cues—we are not in real time—we have to Translate that message, and we have to think, “How can I think of it in terms of how they're thinking about it.” Not “how I'm thinking about selling it,” because nobody wants to be sold to. “How can I think about it in terms of them receiving it?

What is their pain? What's keeping them up at night? What is the wound that they have that they can that they cannot get past? What is hurting? And what will then make them think of that message in a translated way. So, Translate is really that first one. 

Yeah, Translate very, very important there.

And here's the other thing. You mentioned something we talk about a lot in marketing, on the marketing side of things, which is pain points. I, personally, am pretty uncomfortable with the terminology of that, and a lot of my clients are as well. So, I want to translate that piece as well. Because classically, we do talk about pain points and identifying their pain or their wounds, and things like that. I want to counteroffer something here and say, you know, it might not be something that keeps people up at night, but what's the itch they can't seem to scratch? Or what do they have questions about? What are they curious about?

It really is all about putting yourself in the other person's shoes. My clients are doing well. They're doing well for themselves. They're really out there helping other people. But if I were to talk with them and say, “You have to have a podcast or everything's going to hell,” that's never going to happen.

Okay, that is a great point, and I think pain points can matter. Two things come to mind. One is that I recently redefined for me the definition of… redefined “brave,” because “brave” used to be like, being scared and doing it anyway. Guess what? That's really not good advice for a teenager who's just about to enter—

Yeah, it's a little bit psychopathic on occasion.

Right! Like “Oh, you're afraid, but keep going!” So instead, I think it's this inner knowing or this inner voice, and I think a lot of my clients’ pain—it hurts not that bad, but they know that something's off. They know they haven't tended to something, they know there's a voice that's—that they're hearing these whispers. So, I think when you have that inner knowing, that also moves you into that brave position, and into that position where you're like, “Look, I've got a change, I've got to change something. I have to go that extra step.”

That makes total sense. I had a really important turning point in my life a couple of years ago, where I realized that I had this background mantra of “I'm fine; it'll be fine. I'm fine; it'll be fine.” That's a really good thing if you're just looking to evaluate something and truly let it go, but I realized that I had spent a lot of my life talking myself into things being fine when they weren't fine.

Right. Right.

And so, I think it's important, if you are listening to this right now, if you're watching this right now, and you hear yourself trying to talk yourself into something that “It'll be fine. It'll work out.” That is a red flag.

It's a great point, and I think that leads me to this “fear abundance.” When I'm talking to people, when I'm helping them establish their brand, and they're wanting to sell—I'm like “I'm not going to outlaw it, but let's try not to wrangle our clients, or potential clients, into a position of fear.” Like, “Oh, my God, if we don't do this, things are going to be over.”

Yes.

You don't want to instill that kind of fear. I really want to get them out of the trance of scarcity and toward a mindset of abundance, right? There is more; there can be more. You can find more. And so, I think that's important as well.

Yeah, I couldn't agree more.

So what are some of the other things that you tend to see—and we'll stick with LinkedIn for right now because it's a good focal point for us to look at—especially if we're considering that how you do one thing is how you do everything. It is a place where we're focusing on showcasing ourselves as well as our businesses: Who are you, as an individual, as a leader, as a CEO, as a consultant.

But truly, we're not looking at business pages, or company pages, the same way we tend to look at individual profiles. So what are you seeing that people are missing the mark on this?

A couple things. One is they're thinking of themselves very firmly attached to the job that they currently have. When you do that, and then that job ends, and then your life will shift. So what we have to do on LinkedIn—and with a personal brand—is really talk about yourself, and brand yourself, in a way that is connected but independent of your job, right? So then when you're moving on, when you're moving up, when you're moving over, those skills are much more easily translated.

I see people describing what they do in their job instead of what they do around their job, and for the company. So it's task oriented instead of outcome oriented. I think I’m definitely seeing that as a mistake.

That's a really important focal point, and I want to build onto what you're saying. On the podcasting side of things, we often work with folks who are emerging—in their thought leadership, in their vocal leadership, in their messaging—and we see the same thing: I have a client right now, actually, who is still so firmly ensconced in the corporate world, does a great job there, has been there for 15 years, but he has a whole other company that he's been developing on the side.

So, the dance he has to dance is in speaking broadly about who he is, what he stands for, what his values are, and—rather than a lot of how to, or any kind of pitching or things like that—and that's a that's a real mindset shift.

It really is. I've seen people do that though—you really can go from, “Well, what am I really bringing to the table on the board position I have, in my company, in my side business? Why am I valued?” Then going from there, we see that people are putting their positions. They're just treating it as a resume. Instead of a headline at the top, I see a position. It really, in my opinion, should be a headline. It should be who you help, what you actually give. Not advice; you give peace of mind. Not a massage; you give out relaxation.

Translate what you do into what people are really getting, and try to lead with that. Positions mean less than they ever have, because they hand out positions because they can't pay you more sometimes. Isn't that true? I mean, your executive title does matter, but that doesn't really tell me how you're any different from the other VP. So you can have your position, but then I want to know more. I want to really know the hard skill and the soft skill of what you're bringing to the table.

And I want to give a shout out. A lot of what I've learned is from my LinkedIn coach Ellen McLemore. She's amazing. She really has helped shift my mindset on LinkedIn, and that's been that's been huge. It is really a mindset shift.

You know, one of the things that just occurred to me is the concept of elevator pitches. Which is something you work a lot with as well?

Yeah!

How does that interact with something like LinkedIn, or does it at all?

I think it really does. You have to remember that it's all about context, so when I'm sitting next to someone on a plane (in my non-COVID life), I need to have an elevator pitch that is a hook, and it's just enough for someone to turn their head and say, “Tell me more.” Or if I’m on a networking event, or if I'm a Zoom call.

But on a LinkedIn page, it's much different. We've got the scroll, we've got someone clicking, we've got someone distracted by their other tabs, and so we have to go in these little bits—and they're going to scan them. I do think the elevator pitch absolutely should be woven into the LinkedIn profile, but I would try to squeeze in some of those words I usually use into your headline. That's where I put them first, because that once you get into your “About” section it's a much different formula.

Yeah, I think that makes a lot of sense. So then coming back to our original topic of this idea of going from Engagement to Enchantment, what do you think are the differences between the two? We've seen a lot of engagement on things, but whether somebody leaves “enchanted” or not—

Yeah!

—Customers or clients certainly do, but what about interactions out in the world on a daily basis?

There's a few things we can do, to do this. Engagement is like, “Hey, I'm paying attention,” which is what we want everyone to do. To me it's like a bare minimum of having a conversation. “Is someone paying attention to me? Okay, I’ll keep talking,” which to be honest, I’m not super comfortable doing. If they're just gonna stand there, and keep talking just because, okay, I got their attention—I want more, and so it's just not enough.

To really create what I call “Enchantment,” we are going to take them by the hand and lead them on a journey. We are going to look them directly in the eye and create an intimate conversation. We are going to make them feel as though we are talking directly to them. We do that by getting human: by using human phrases, by really resonating with not just their head, but also their heart—

Yeah!

—and getting vulnerable. Most people are. Why this is hard, is, it’s scary to be vulnerable—people are a little afraid to put themselves out there, and they're also very afraid to be specific—to really talk to that one target audience person that you want to reach.

Right! That idea of “Well, if I niche down, I might miss someone or something.” That's another indication that your mindset may be a little less than abundant, perhaps, and that's okay. We all do this. Like we hit these walls, we hit these ceilings of everything that we do.I think this is also a really good place to remind people that you don't constantly have to be telling a deeply intimate personal story—you can just tell a story. This is the storytelling portion of things. It's not “Once upon a time…” necessarily, but this whole idea of creating intimacy, creating connection, and creating authentic, heart centered, alignment with another human being. That is, we connect with these little stories. We're all wired for stories.

I would say even that storytelling’s become such a buzzword. The problem is that not everybody's good at telling a story, and that's okay. Not everyone's a storyteller, and so one trick is to remember what you said—it doesn't have to be vulnerable.For example, in my profile, I used to say something like, “There's nothing I love more than mining you for your magic and building you a great brand.” And then I say, “Except maybe chips and salsa, but otherwise you’re number one!” It just gets a giggle, right? It's sharing something about me that's not vulnerable or secret or anything, I just like chips and salsa!

But it makes me like a human instead of a company, and people just they just respond to that!

Right, exactly. Yeah. as well. Another point in your bio, you say, you know, you speak to audiences—speak and sometimes swear, in front of audiences—I do the same thing. The little bit of human internal conversation with these little moments that create connection and create this sense of “Oh, I know you.”

Right! Like, “Oh, I know you! You're like my neighbor” or “I know you! You're like my daughter.” Like there's a resonance there. I think you really hit it too with this. There is that storytelling, but it doesn't have to be much—not “I've got to tell this long story.”

No, no. I was just working with this absolutely brilliant chiropractor. He's invented this incredible machine to help people with low back pain. He's an older gentleman, credentials out the yin-yang, and he's about to be on his first podcast.

But the question that always gets asked in the beginning of a podcast—notice I didn't ask it—is, “Tell me a little bit about yourself. Tell me what brought you to this place.” Or “Tell me about your journey?” I hate that question.

It's a lazy question on the part of the host. Sorry guys, it is, and it is boring to the audience because everyone answers it the same way. They always answer it, “Once upon a time… Well, I lived in a small town, and I grew up, and I got this degree, and I started in this job, and…” Once upon a time stories—we are programmed to go to sleep when we hear “Once upon a time!”

That's a good point!

So all we did was have him say the main thing that he spent his whole life doing: “What's the main thing that you spend your time doing? What's the main thing—the outcome they reach?” He said, “I spent my entire career reducing people's pain and suffering without drugs or surgery, and it was actually back when I was in high school as a 90-pound weakling on a football team.”

People are like, “What?” It's a 180 to tell this beautiful little story. Now he's just a dude, you're hanging out with coffee, who's telling you a story. By the end of that very short story I might add—of how he kind of discovered the possibility of chiropractic through high school injury—everyone's like, “I love you!”

It is true! The thing is you have to be aware enough. A great exercise to get you to this is just asking yourself five or ten questions that I include in my Boot Factor brain questionnaires, like, “What do you think about work? What do you believe about humans?” Just those two, right like, something's come up, right?

You can journal on that for a month.

Right! They're like writing prompts. You just have to answer those, rather than “Where was I born?”

“What do you do really well, what's most important to you?” And I like to ask little silly things like, “What's on your nightstand? What's your favorite food? What could you not live without—not your phone!” It gets into people's habits, so that's really about digging and trying to show up in just this little way on your profile.

Let's get some people hooked up here with connecting with us further. So the best place, Andrea, for everyone to reach you is at TheBootFactor.com; is that where we want people to go and check things out?

That's right! You can go there, sign up with my scheduler—it's right on the front page. If you go there and mention the Facebook Live, you'll get a 20-minute, free LinkedIn lowdown session with me. And I'm telling you, we're gonna have fun!

Oh, I've done it with you. It's very enlightening.

Yeah! I don't do anything without like having a little bit a little bit of moxie, a little bit of craziness. And you really will get some quick answers that you can check off.

Kickass! So go to The Boot Factor, literally: Go to TheBootFactor.com, schedule a 20-minute LinkedIn conversation—it really is enlightening. I've done this with Andrea and she really will kick your ass in the most beautiful and loving way. And you need that—I know you know you need that.And if you want to connect further with me and with Twin Flames Studios go to TwinFlamesStudios.com and check out what we do there. Check out our audio library of podcasts and audiobooks. Also feel free to reach out on our contact page anytime. You can find us all over the social media networks—”the internets,” as it were—under our name, because we have done the work and we show up on Google.So there it is. So hey, Andrea, thanks for joining me from… Denver today?

Yeah, Denver.

Thanks for joining me from the mountains. I am in the flat, flat land of Florida, as we have this cross continental conversation in the time of COVID. Thanks everyone for joining us!

Got questions? Leave a comment and we'll talk to y'all soon.

Yeah!

Bye!

Interested in learning more about audiobooks and howyou can be using audio inyour writing career ?

Pod to Publish Book and Audiobook Masterclass for Authors and Podcasters with Juliet Clark and Tina Dietz [Podcast]

How would you know if it’s the right time for you to start publishing a book? Tune in to this Pod to Publish Book and Audiobook Masterclass and find the answers.(Masterclass on Free Your Brand  Podcast, July, 2020)

Audiobook Masterclass Tina Dietz Twin Flames Studios

For many reasons, podcasters are uniquely suited to publish books and audiobooks about topics that are of interest to their existing audiences. Not the least among these is that they already have an audience in place—it’s just a matter of channeling them to another medium. Not every podcaster is cut out for this, however. How would you know if it’s the right time for you to start publishing a book? In this masterclass, Tracy Hazzard is joined by Juliet Clark, the Founder of Super Brand Publishing, who gives tips on writing a book as a podcaster; and Tina Dietz, the CEO of Twin Flames Studios, who follows up with some of the basics of audiobook production and publishing. Each an expert in their own spheres, these powerful women are partnering up on a venture that seeks to put creative power back in the hands of creators. Listen in and let them help you amplify your message even further.

Watch the episode here:

Listen to the podcast here:

Pod to Publish Book and Audiobook Masterclass for Authors and Podcasters with Juliet Clark And Tina Dietz

I’ve got Tina and Juliet here. Our subject on this episode is Pod to Publish. I want to cover a couple of things first for you. First, why Pod to Publish? Podcasters have a distinct advantage that published authors don’t—speakers and authors have the same problem I’ve come to find over time. We sustain our audience over here. We do week after week. We’re in the ear of our audience and that has a powerful effect. We want to use that to our advantage. That’s the angle of how we’re going to talk about going from Pod to Publish and what you can take from your show to create a wonderful, bestselling book and an audiobook, because there’s a match in our audience there.

When you command your brand and your audience, you get that audience focus and attention week after week. You also see the topics that are of interest, the ones that increase engagement, the ones that are controversial, people are highly interested in and want to learn more about. You can see that because you're supposed to see that and how your episodes are ranking, but you can also see that in the engagement that they’re getting on social after you air them. If we pair that with our website—we’re driving traffic back to our website—we have a distinct advantage over authors and speakers who don’t own their audience.

When you go out there and speak, you’re speaking in front of somebody else’s audience. They own the audience and very few of them share their audience with you. Very few events give you the email list of everybody who’s there. You have to pull, grab and try and get everyone in that audience to connect with you, but that’s not the case on your own show. Your own show, that audience belongs to you or they wouldn’t be subscribed. You still have to get them off of there and that’s why I talk about the website strategy because if we add in our website strategy, we’ve got a place to capture emails to get people.

We've got to get them off of Amazon if we’re already on there as an author. We have a lot more command over that audience connection so we know what to write about. We know what interests people, and we also know how to engage them and get them further through the process. For most of you putting out a book has a business purpose, and that’s what Juliet Clark is going to talk about. Making sure that we write the right book. I’m going to be honest with you: The very first one is completely the wrong book. I followed one of those models, hired one of those companies doing “speak to book.”

It felt all wrong the whole time I was doing it. It felt like totally introspective. It felt like all it was about me. I was like, “Is this what people want to read about? Are they going to be interested in this?” The questions were going through my mind the whole time that we were doing it, the whole time that we were recording this book. Plus, I didn’t love the whole record-to-book process because it felt contrived. It didn’t feel like it flowed, it didn’t feel organic for me. It didn’t feel like it was, “let’s explore these different topics and then assemble it together.” That was my process.

It didn’t work for me—I never published that. That has been sitting on my credenza for years. Of course, I didn’t need it, because I had a show and I was given an Inc. column. I was asked to write an Inc. column almost within 6 or 7 months of having my show. I thought, “I should be an author because I have a column. I should go out there. I’m a writer so there should be a connection between my audience who wants to read something—I should have a book.” Hence book number two, which got as far as getting a cover. It’s pretty edited and it has all of the relevant articles. I was starting to hit onto something that was working for me. It has all of the articles that were highly ranked and trafficked within my Inc. articles. There were lots of great connections and things going on here. The problem is that the longer it took me to do this, because of the way the writing happens? There’d be new articles and I felt like the book was constantly out of date.

Instead, I just started a second show on this and that’s how Product Launch Hazzards come about. That was my fast way of doing that, and also because it didn’t have a good business strategy. That was the number one reason I didn’t launch that book. I could have still launched that book, which would have been a great lead generator for audiences to my show, but I didn’t want to run a business. I wasn’t operating a business model that did anything but want to attract audiences. I didn’t want to sell them anything. I didn’t want to do any services. For us, it was an older business model. We were sharing our information to give it away and make sure people had it. That book didn’t make a lot of sense for me to put money into something that didn’t have a business purpose for me at the end of the day when the articles and all the other things were already out there. If it was my primary goal, this would have been the ideal book to write. It just wasn’t for me in terms of business purposes.

I’m onto my third book. This one is on its way to being published. I already paid Juliet for it—we’re on our way to doing that, and it is going to be our book for podcasters—for new and aspiring podcasters, not for existing ones. That’s going to be a whole other book that will come out and that will be the second book that we’re working on. We’re working on that from my show, The Binge Factor. These are the kinds of things—I’ve done it wrong, but lucky for me, I didn’t spend all the money. I stopped when I realized how hard it was going to be to market or that the business plan wasn’t there because I have a bigger view of the marketing programs. Also, the business plans, the things that we want to do, the flow and the lead generation that goes through my business and what’s happening here. I stopped myself before I spent the money to find out that the book did nothing for me and it wasn’t going to do anything for me.

I had great advisors and two of them are here. That’s where we’re going to lead into having Juliet Clark, who is an expert in profitable book launching. She’s a bestselling author herself. She knows what it takes. She advises authors, speakers, and experts who have a business, who want to promote, profit, and publish—which happens to be your podcast name—their book. They want to profit before they publish. They want to make sure they have a platform. They want to make sure they have an audience. She’s the Founder of Super Brand Publishing. She’s going to cover why you should or shouldn’t be a published author.

Following Juliet is going to be Tina Dietz, who is an audiobooks expert. She has a full-service audiobook recording studio called Twin Flames Studios. She’s going to talk about the audiobook opportunity and the match to us as podcasters. I love this. The thing about Juliet and Tina, and the reason they are both here on our Masterclass, is because like us here, we all believe in retaining your rights and doing the things that have a business return on investment. Returning new leads, returning your business, ultimately returning your profits. That’s why I’ve asked them to do a masterclass with you. First up is going to be Juliet. Let’s go on and have you give us your first segment on authors.

Juliet:

I’m going to talk a little bit about authority books, but I’m going to talk about first, why you need to have authority before you write this book. We’re going to be pulling the curtain back on, are books still relevant? For the most part, a lot of us think they aren’t. What are the big book mistakes we’ve seen and why podcasters are great people to put books together, especially audiobooks. It’s about repurposing content with meaning, and having a plan to monetize all of this.

Books do matter. They are still relevant, but only when they’re done right. The one thing that Tina and I talked and laughed about all the time are all the bad books out there and that’s because people have written them for the wrong reasons. They didn’t have a plan, and they didn’t move forward in a way that was profitable for anybody. The first question you need to ask is, “to book or not to book?” This is where I proved to you that I’m the worst salesman on the planet because not everyone should write a book. We don’t take every book that’s brought to us.

There has to be a plan and a reason behind it, and I’m going to talk about some of those things we see that are reasons to not write a book because I want you to identify yourself in this. One of the things that happened for me on my journey to book writing— for those of you who don’t know, I wrote my first book in 2010, it was a mystery novel. I killed my ex-husband in it. I was going through a divorce. It was not only a fun and cathartic experience, but it was also the wakeup call—I had been in traditional publishing—to how bad the self-publishing model was, and how they were ripping people off. Those types of companies will take your book no questions asked, but that’s not always a good thing. Here are some of the things we’ve seen throughout the years of self-publishing.

We’ve seen a lot of life stories and I hate to be the bearer of bad news, but for most of you, your life is not exciting enough to write a life story. You want to leave a legacy book for your family—that’s fantastic—but most of you, it’s just not worthy. Poorly written books—there are a lot of people out there that we have encountered that have not written great books. Not just grammar and all of those types of things, but the way the book is structured, it doesn’t make sense, it ends up being what I call a “barfa book.” ​

Some of the big mistakes we’ve seen throughout the years are experts who were writing books to make themselves experts. These are people who went to a business “ra-ra,” they indicated that they were online, marketers, their products and services weren’t selling and the guru in the room saw a moneymaking opportunity and said, “You need a book. You need to be the person that wrote a book on this topic.” That book, if you don’t have an author platform built—that meaning an audience—it’s going to be another failed product. We’ve seen a lot of that going on out there, and just writing it doesn’t make you an expert.

Another one we’ve seen a lot of is what I call the Life Story, but it’s people who wanted to talk about their journey, and instead of talking about their journey, they put out a “barfa book.” It wasn’t interesting. It had things in there that were too much information. Especially if you have a business, you don’t want people to know every little thing about you. These didn’t sell either. They were poorly written, and it wasn’t enough substance about the expert, and it was too much about the individual who was writing the book. I always call these “big ego books” too.

The other mistake we saw was: no structure, focus, or professional input. You started writing a book on your own one day and the structure was not where it should be. You didn’t have endorsements. You didn’t have an intro written by somebody who could help you sell the book. We see a lot of that. Probably the biggest mistake I see is someone who comes in with a book and when I ask who edited it, they’ll say, “My Aunt Peggy is an English teacher.” That’s not a professional editor. If you want to bust out in a professional way, your book has to look like a book that a traditional publisher would have taken on. Another big mistake is experts that are in search of an audience. Anytime you have a product, service, or book where you wrote it without feedback from your audience, you’re going to fail with that product. That’s what’s happened with a lot of these experts that are in search of an audience. You need to have that audience first.

I know all of you are podcasters—you’ve already done that. That’s what makes you an excellent prospect for this, because you have a built-in audience. Another big mistake is people who write books too soon. If your business is brand new or you haven’t monetized yet, it's too soon to write a book. That’s the perfect kind of book that we like to send on its way.

Back in 2015, I had a woman who came to us, who wrote a book. She worked with our writing coach on a “six figures to six months” book. When she got to chapter eight, which was Joint Ventures, she just got stuck. The writing coach came to me and said, “I don’t understand why she stopped.” I picked up the phone and called her and said, “What’s going on with this chapter? I met you at a joint venture event.” She admitted that she had never actually done joint ventures. She was writing this book without tried and true products and services that she had tried herself and been successful with. If you’re not successful with what you’re monetizing yet, it’s too soon to write a book.

The result of all this is that most independent authors will sell less than 100 copies of their book. You’re not going to get the ROI you’re looking for at all. The other result of this has been a lot of publishing on Amazon and if you only knew what the backside of Amazon provided you, you wouldn’t spend the $200 to do it. Amazon does not have true publishing services that are legitimate in the worldwide distribution or worldwide royalty capture. There’s a lot going on back there that because you don’t know what you’re doing as a first time or second-time author, you don’t understand what you’re getting into. The result is also what I like to call The Invisible Author. You write the book, you get it out there and guess what? People still don’t know who you are because you didn’t build that audience in advance. Why is this such a great platform for podcasters? First of all, you’re experts. You have episodes out there. You’re talking about what you do. Most of you have this monetized in some way. Your show is not your only monetization point. You have multiple streams of income through your company you are in a perfect position to drive traffic from your podcast into the book, and into other products and services.

Also, because you’re bingeable. It’s easy to take a thematic group of episodes and make them into a book that’ll be bingeable. Sometimes people don’t have the time to listen to every single podcast on a particular topic, but you can group a topic together and make it into a how-to guide. You can make it into an informational piece about, to give you an example, Seven Ways To Capture Expert And Expert Audience. You can put this all together in a thematic book that is helpful. Because you have the audience you need, you’ve already built what I would call an author platform through your expert podcasting. This also is because you have content. If you’re like me, I’m about to hit my 100th episode. I have more content than I ever envisioned I would have in my life. I can write a ton of books and be happy about it. You also have the credibility at this point. People already are listening. They understand that you are the go-to person in the area that they’re looking for help in. Also, you can create, easily, a thematic help book.

Another thing that a lot of people don’t think about is the learning styles. There are three different kinds of learning styles out there. The visual, auditory, and kinesthetic. With your podcast, you have the auditory covered and for most of you, if you’re using the Hazzards, you have your YouTube channel, you have the video. There are people who learn and enjoy content kinesthetically. The book provides that for people. They like to hold the book in their hands. I hear all the time that many people don’t look at it. They don’t use Kindle because they liked the feel of the pages and the book and Tracy’s one of those. She tells me that all the time because I tell her to do more Kindle and audio. You can reach a little bit different audience with that actual physical book.

This also adds to your brand. You’re bringing brand awareness. You’re expanding the awareness of your brand, not only from the show, but a lot of times we will use the free book funnels in conjunction with our book products. That brings you into a place where you can communicate with your actual audience that wants that book. You can send out the free book, you can upgrade them or have them pay for an additional product or service to get to know you a little bit better. If you have big programs like I do, sometimes people don’t know you, like you and trust you enough to take that big bite right off the bat. You’re able to give them small pieces that build trust. Also, clarity about what you teach. I know when we have 100 episodes or I know some of you out there I’m seeing some people that are on here, some of you have 500, 600 episodes.

Narrowing that down into those thematic books about what you teach, and driving your audience into a thematic workshop—also, why books? Books are a low-barrier product to get into your funnels. When you go out and you have a $20 book, that’s a low barrier product that people can hold in their hand and they can understand who you are and what you do. It doesn’t cost $3,000, $4,000, $5,000 to buy a book and find out more about you. The free shipping book funnels that lead into workshops, that lead into those bigger products you sell. This is the way to do it and have a direct connection with your audience. You not only have their email address, but they’ve been willing to pull out a credit card and buy something. That’s always a good sign.

I’m going to segue into what Tina’s doing here. Why audiobooks? Audiobooks have become the top way that people consume books. We are in a busy world. I know myself, I use audiobooks when I’m out running and I’m an avid runner. I consume easily 10 to 15 hours of audiobooks every week, car time as well. Audiobooks are becoming the new way to consume books.

People are used to hearing your voice already, but of course, you need that book to get to the audiobook. They’re more professional. One of the things that happen when you are with a traditional publisher is many of them will automatically sign into an audiobook contract. There are pros and cons with that. One of the cons is that they can choose the talent. When you write a book and you self-publish it and then go on to produce an audiobook, it’s in your own voice that your audience is already used to hearing. When you’re on Audible, people don’t think of you as a self-published author because you’ve taken that extra step to go into a prestige product like the traditional publishers would. Okay! Tina, I’m going to let you go.

Tina:

Let’s dive in a little bit deeper to the audiobook experience. As Tracy mentioned, I’m the CEO of Twin Flame Studios but I’ve been building businesses internationally much longer than I’ve been in the audio world. An opportunity like this excites me to see the different worlds coming together in this entrepreneurial milange that is super exciting. I got into audiobooks and I became a podcaster because books and podcasting are low hanging fruit for people to start to change their lives. That’s what gets me up in the morning and had me deciding to expand my company out in the directions that it did. It’s specifically talking about audiobooks.

The audiobook opportunity is threefold. It is imagination, it is intimacy and it is income. I’d be willing to bet if I turn this back over to Tracy, she would agree with me that podcasting is also very much those three things, and that’s one of the things we have to delve into. How do podcasting and audiobooks fit together as an opportunity while you as podcasters have a much better advantage than somebody starting from scratch?

Let’s do a little history lesson first. There has been an audiobook renaissance. Audiobooks have been around since about 1930. They were produced during the depression on albums and records. I believe the very first audiobook was a series of Christmas stories. They’re a familiar format for people and that is one of the major reasons why they are incredibly popular. If you’re like me, and you remember growing up with audiobooks—maybe you had an album when you were a kid where it was when Tinkerbell rings her little bell, it’s time to turn the page, or maybe you had books on tape. I remember my first one was Deepak Chopra’s Magical Mind, Magical Body and there were fifteen cassette tapes that you had to manage. Later on, there were 5 or 6 CDs that you had to manage. They were always freaking expensive. When audiobooks went digital and in particular, when Audible and Amazon became under the same umbrella, there was a massive explosion.

Back in the day when we first started having the iPod and we could have a thousand songs in your pocket, which was the slogan, then you could have a thousand books in your pocket with the Kindle and now you can have a thousand audiobooks in your pocket with apps like Audible. We have this library that we carry around with us that feeds and nurtures who we are, and we get to be a part of that, feeding and nurturing other people.

What happened in conjunction with audiobooks going digital was that it lowered the production cost. No more jewel cases, no more pressing of tapes or CDs, none of that. With the advent of home studios, that lowered the cost of production even more. Unlike most things on the planet, in the last ten years the cost of producing audiobooks has dropped about 50%. Therefore, it makes it much more accessible for people on the retail side of things to consume audiobooks. It used to be $30 to $50 to buy an audiobook. Now it’s pretty much a flat $12 to $18 to get an audiobook, depending on the length of the book. Sometimes it’s longer. ​

But it’s available now to everybody. You don’t have to go to a store. You don’t have to have a lot of money to buy and the reach is much bigger. As a result, audiobooks are a $4 billion industry. Year-on-year for the last six years, the audiobook industry has experienced double-digit growth every single year, sometimes as high as up into the 20%, 25%. In one year, it hit 30% growth. Those numbers are outrageous when you think about how businesses tend to grow, 3% to 5% growth for a large industry is more average, not 15% to 25%. However, there is and has been for many years, an issue with the industry. Juliet mentioned the issues with the self-publishing industry. I would say even we take it a step further and say the publishing industry, in general, is a broken model. Taking your rights, taking your royalties for traditional publishing, the predatory practices, self-publishing houses, or experts—all of these things, you have to think about, what is your goal? What’s going to benefit you the most?

Years ago, when I was looking into audio, it was because I’d been building businesses for decades and I’d worked with more than twenty different industries, 9, 10 different countries and at the time I was doing some paid hobby. I’m an entrepreneur. We can’t have a hobby. We have to monetize our hobbies. That’s what we do, and I was voice acting. I was taking some masterclasses by one of the premier audiobook trainers in the world because I was thinking, “It’s a side hustle. This might be cool.” Pat Fraley, who is still teaching and an amazing man, introduced me and the other people in my course, not only to the narration side of audiobooks but to the industry. That all of a sudden created what I call my chocolate and peanut butter moment, which was, “Why aren’t all of the authors I know, all my clients, all of my colleagues, who are doing bestseller campaigns, why not with audiobooks?” That curiosity led me to discover that nobody knew that audiobooks were even an issue and that the audiobook industry was broken. I secret shopped 30 different audiobook publishers, and all of them did the same thing: They took away your control creatively, they made you pay for it, and they controlled your files and your intellectual property at the end. Being a creator myself, I got incredibly offended and said, “We can do this better.” That’s why we started doing what we were doing to make sure that we are advocates for our authors to have a high-quality product, to get out there and do what we need to do to reach a bigger audience.

That brings me to the connection between podcasts and audiobooks. How Tracy and I met was actually, we were both shared some similar podcasting stages. She has Podfest and some other ones; I speak to a podcast audience as well and I’m a podcaster myself. I love the medium and I love the pairing of podcasts and audiobooks together—because you’re already recording. You already have an audio setup. You already clearly, at least in some form or fashion, can handle the sound of your own voice—which a lot of people can’t—and you are in a situation where you’re producing regular content as Tracy and Juliet mentioned. Now what? There’s the opportunity to get out there and create upon your creation.

You create the book from your podcast and then you create the audiobook from your book and this is what we call media matching from marketing. People who listen to podcast are more likely to be audiobook listeners because they’re already audio learners. They already have a leaning in that direction. They like audio and it becomes very fluid and interesting to be able to medium match and be able to market your audiobook, which we’re going to talk about on your show. Market your podcast through your audiobook and use both your audiobook and your podcast as assets to gain you more loyal followers, more leads, get your voice out to a bigger audience. When we create an audiobook, the other beautiful thing about it is that all of your formats on Amazon, in particular, show up on the same page. When you go to Amazon and you go to your book page, you can see the Kindle version, the paperback, the hardcover, and the audio version and this creates what I like to call might-as-well-itis.

A lot of times what we find is that people will download the Kindle, particularly if you’re running a free Kindle campaign or a 99¢ campaign. They’ll see the audiobook version and they’ll say, “I have Audible credits. I want to download that book as my first book on Audible.” Why not? Might as well. They get both versions of the book. Your audiobook is never going to hurt your sales on your other versions of your book. It’s always going to be on top of it. Particularly with nonfiction books, what we find is that folks want to have either a Kindle version or a hard copy to make notes. To get the book done, to read it all the way through, they listen to the audio because audio, as podcasters is the most portable, easy to access form of media. That’s why we do it. We can reach more people. Dovetailing your audiobook marketing with podcasting, and this gets very exciting. When you create an audiobook, you create what’s called a Five-Minute Retail Sample. That five-minute retail sample is a little a taster of your audiobook. You can use up to fifteen minutes of your audiobook in your marketing. Fifteen minutes of audio is a pretty long chunk of time. Guess how many different ways you can slice and dice that audio? You can turn it into a video book trailer. You can turn it into audiograms, and you may already be using audiograms as a podcaster.

They're those little video snippets that you can share on social media that are closed captioned. Maybe they have a little sound wave on them. It entices people who are on the video side of things who are just looking for a little snippet of information, “Maybe I need to go listen to more of that.” You can pair the marketing you’re already hopefully doing with your podcast, with your audiobook, to share on social media. Audiobooks also come with two lovely features when you publish them, and these are bounties and gift codes. When you publish through Audible’s self-publishing platform called ACX, you will get 100 gift codes. They give them to you in batches of about 20, 25 at a time. You can use those to promote your audiobook. You can use them as giveaways. You can print them onto a postcard and sell them as upgrades to your physical book if you’re in a live event.

You can also use them to give to trusted colleagues and friends, or clients to give yourself—as review copies. You don’t get galley copies of your audiobook necessarily, but you can give away gift codes for your audiobook that will allow people to leave you reviews on Audible. Because unlike on Amazon, in order to leave a review for Audible, you have to have that specific audiobook in your audiobook library. If you want to gain additional reviews—which of course reviews are always great—you can use the gift codes to help you do that, and you get a hundred of those. It’s a lot to work with.

The other program that Audible has is called the Bounty Program. This is a bonus for you finding Audible a new customer. How this works is that you get special URLs for the US, the UK, France, and Germany. You use those URLs to share your audiobook. Post them in your newsletters, send it out in emails, use it in social media. If that person downloads your book as the first book that they do on Audible, they’re a new audible customer.

They’ll get your audiobook for free. However, if they stay an audiobook customer with Audible for two months, then Audible rewards you for your sacrifice on your royalties by giving you $75 for finding them a new customer and that, of course, is way more than you’d get on the royalty of a book. I know authors who push those bounty codes on the chance that people are not yet an Audible customer because they’re out there even though it’s a popular format. That is a little bit about bounties, gift codes and audiobook marketing in general and how that’s going to dovetail with your podcast.

What do we do at Twin Flames? We are advocates for our authors. We want to make this easy for you, because the definition of an entrepreneur or somebody who podcasts for business, is somebody who won’t work 40 hours for somebody else, but you’ll work 80 hours a week for yourself. I know that—I’m the same way. What we all need are people who are going to take good care of us, the way we want to take care of other people. That’s why I’m partnering with Tracy and Juliet because we are all likeminded in how we work with the people that we make a difference with. We are here to care and advocate for people and create quality so that your message can get out into the world in a way that’s powerful in multiple ways. We need to be reaching more people to make this world a better place and make a great living doing it at the same time. It’s doing well, and doing good.

We don’t take your royalties and rights. You retain creative control and we make sure that your audiobook is both a marketing asset and an income stream for you. It needs to be both of these things, and much like Juliet mentioned before, we don’t take all the books that come to us. Some of them simply aren’t going to work. We also don’t let everybody narrate their own book because narrating an audiobook is not the same thing as recording a podcast. I will say that there is a 95% chance that because you’re an experienced podcaster and you’ve got some audio setup already going in, and you already have been working with your voice, you will be able to narrate your own audiobook, but we will let you know if it’s not feasible for you to do that and work another way through it.

A lot of our authors do narrate their own audiobooks, but a number of them don’t and they opt for other reasons to have a professional narrator do their audiobook. If you’re curious about that, please reach out and I’ll explain to you the process and the difference. For most podcasters, narrating your own audiobook isn’t an option. It is different than recording your podcast. I would never narrate an audiobook speaking this quickly. I would never use the type of breathing that I’m using and I certainly wouldn’t have my audio set up this way. It is a different animal and it is a different form and feel. This is why we do it the way we do it. We offer our author narrators the option of not having to go into a studio, not having to learn any technology or equipment. What we do is we have professional audiobook directors who are narrators and sound engineers themselves and we remote into your audio setup.

We make sure that your audio is perfect for audiobooks and then we live-direct and record you doing your book. You don’t have to hit a button except to get on the recording. You don’t have to worry about editing, stopping, or starting. You don’t have to worry about, do you sound okay? Are you breathing? Are you making any mistakes? We fully live direct you and record through the entire process, and if any of you out there are familiar with any kind of voice acting—we do what’s called punch and roll recording, which is the industry standard for recording an audiobook. This ensures that your audiobook does not sound like somebody who just sat down and read their book into a microphone. It’s going to be high quality audio. It’s going to be performance quality, and then we can make sure that it’s edited, proofed, mastered—perfect—before anything goes to publishing and distribution.

There are a tremendous number of technical details that go into an audiobook that you’ve got a lot more wiggle room with podcasting than you do with audiobooks. You get to tick off all of those particular details. If you want your audiobook to pass the quality control process to get onto Audible or other platforms. We make sure that all of that gets handled for you and you have all the information you need to maximize your audiobook experience and your audiobook as a process—as an asset—for everything that you do. I am super excited about this entire program that we’re all doing together. I’m going to bring Tracy back in and she can share with you and we can all talk together and make sure that we have enough time to go through our Q&A together.

Thanks much, Tina and Juliet. I appreciate you guys coming and sharing with us. What I want to do is just wrap up with a little thought on how you might structure this. Now that you’re thinking, “This audiobook thing sounds pretty cool. I could write the right book. I have some ideas. I’m getting some traction with my podcast already. I’ve got some great guest interviews, great people who would be associated with my book if I had stories about them.” As you’re starting to think about that, what does that book look like? What does that audiobook sound like? As you’re starting to think about this, I’ve got a couple of strategies I’m going to throw out to you, just for you to think about and see if this might be something that would interest you.

Let’s say you have a show that has a lot of guest interviews. It’s similar to the model I did with my Inc. articles. I was writing out great brands, great companies, great entrepreneurs and I’ve got all that going. I do the same thing on my show. If I’ve got a lot of great guest interviews—or that’s the only thing that I have in my show—it doesn’t make for the best book. Juliet will tell you that because there’s a lot of those out there where it’s like all the different chapters in that and all the different things are all these different stories from all the different people. It does help promote and market the book, because you’ve got all these people who are willing to share your book because they’re featured in it. It’s a great strategy from a marketing and outreach standpoint, like the same thing that you do on your show, where you invite these great guests on, and then they share your show because they were on it. You want the same thing to go on with your book. However, what we found over time is that we want to frame it just like we like you to frame your guest interviews and we likd you to frame your show with some content that’s about what you’re teaching, what your business is about. Giving it context and giving it transition. That’s always a good idea.

Here are a couple of ideas of things that we’ve helped build for people we’ve done for ourselves and we worked through these processes and we know that they turn out great books that are easy to read, but well-written in the same process because they are structured.

One of the things you can do is frame all of the interviews by theme. Let’s say you have different themes that you talk about. Maybe you’re doing health and wellness and you have a fitness theme, a food theme, and you want to frame them by themes so you could organize the best interviews that you’ve done based on those themes. You could also do it based on topics. I have a show that is the Five Things That Make You Bingeable, it’s on The Binge Factor. We talk about those five things and it’s one is get great guests. The other thing is, it increases your audiences, produce professionally. If I could take each one of those and create sections of some of the best tips, the best stories, the best information out based on those topics and subjects where I know those five topics are already of great interest because we receive a lot of engagement back and people are very interested in that already. I know that those topics are playing on my show, to begin with.

The other processes similar to what I did with Product Launch Hazzards: I have a seven-step process for how we design and develop products. What I did was I grouped and did my seven-step process and then built the stories that reinforced some great practices in each one of the different steps. Sometimes you don’t have those seven steps outlined out or on their own, or you just mention it casually on some shows—you may not need to go back in and fill in the gaps. When I’ve got all these great guest interviews and I’ve got some of the topics but I don’t have all of them, you may need to go back and rerecord or record some new ones and fill in the gaps of those. From there, I like to use a ghostwriter. That’s my personal viewpoint on how to do it—someone who’s more suited to writing in a style that is best for a book. I think I’m more suited to that casual online writing model, so I like to use someone to help me. While I record it, all of it is in my voice, I like to have someone write that concise chapter, that transition, that set up for the section of all the interviews.

You might want to write it yourself, but at least you’ve got the audio that you recorded in the transcript to start from. You can start from there. That’s one of the ways that you can go about doing it. You can do transitional intros to each of the guest interviews that you’ve done. You do new introductions, not the ones that were originally on your podcast, but you’re transitioning from one story to the next or one interview to the next.

My next recommendation to you is heavily edit it. No one wants to read your entire transcript, or the entire thing of your interview with the guests. They want the best three questions and answers. Heavily edit those interview sections down to the heart and the meat of it. Also, make sure you do a proper introduction for the person. You’ve got a proper bio going on there and all of that. Make sure that that’s in there. These are some strategies and some thoughts.

If you’re at the stage where you’re thinking about strategically, “How do I want to write a book?” I want you to contact Juliet first and I want you to have Juliet walk you through and talk to you about what this book looks like, from your podcast—how you might structure it. Is your podcast ready yet? Is it too soon? If you already have a book that doesn’t have an audiobook yet, I want you to go first to Tina. If you are sitting back going, “I wish I restructured my show. I wish I recorded my podcast with this in mind,” you can talk to Juliet, but you can also book a call with Tom at Podetize. He’d be happy to help you coach you through how you might restructure your show so you can prep it for doing a great book model in the future.

Irene says, “I have a book but no podcast yet in the works. I do need to put it in as an audiobook.” The $4 billion industry is just calling to all of us podcasters here. On Facebook, we’ve got Dorsey and she says, “I’ve coauthored three books and want to do my own.” Dorsey, it’s time. Do your own thing. It’s time for you. Ladies, I thank you much for bringing much great information on. I appreciate that. Another question is, “Juliet, what did you mean by paying $200 for Amazon publishing? I have a Kindle and paperback and did not pay anything.”

Juliet:

I don’t think you have to pay now, but you used to have to pay for that paperback to upload it. There are some problems with Kindle but the actual paperback publishing with Amazon has a lot of drawbacks, and I don’t know if you noticed, if you went for international royalties, you lost a chunk and there was no reason for you to lose a chunk of it. There are a lot of things that happen with Amazon that don’t truly make it a legitimate publishing company. The self-publishing and the hybrid and the others out there.

Barrett Matthew says, “What type of podcasts that should not be books?” I think the ones that are a little bit infomercially, those books aren’t doing well. If your podcast is infomercially, it’s not teaching something, it’s not educating in some way, or the interviews are like, phone in the same thing again and again. If you’re doing interviews where you ask the same five questions every time, and they’re the same thing over and over again and they’re too generic. When I do my five questions on how you get great audience increases, how you get great guests and increased audiences, it’s a tiny segment in my show. The rest of the show we’re exploring, what makes their show bingeable? Why they started it? There’s still story there and people still want story. They want something interesting in their books. That’s the kind that don’t lend itself well. Juliet and Tina, your thoughts?

Tina:

We’re wired for stories and what we want is stories. When I was the lead interviewer for a documentary called The Messengers, which was about independent podcasting, I interviewed about 40 different podcasters—all different topics. None of them knew each other for the most part, and what came up in every single interview was the word intimacy. Podcasting provides tremendous intimacy and building your book, your platform, and your audiobook on the back of intimacy is always going to serve you better. We create intimacy through the human experience and that is where we share stories.

Thank you so much for making that clear, Tina, and I think when you’re speaking, it’s even more important to be in that storytelling mode. That’s where the audiobooks can come in handy to have that. If you’re doing where you do wrap in some of these interviews in there, you’re likely not to use the audio from your original interview. You’re going to use some like a supplement. They’re going to be the supplementary chapter. It will be you speaking the audiobook throughout the whole thing. If you’re narrating it or you’re a narrator, and those things will become the supplementary and they’ll go to the whole podcast. Where your book when it’s written out, it has a question, answer and it’s in a different style. The audiobook will be structured differently. Keep that in mind and that’s where you’re going to have to have some good storytelling, good transition, and good information in there, or it’s not going to be worth it to pull it all the way through that process as well.

Paul mentions, “No audience.” Here’s the thing. That’s a very common thing with authors—a lot of times they don’t have an audience. That’s the number one thing that Juliet highlighted at the beginning. They’re going to publish a book thinking it’s going to drive an audience. It doesn’t work like that. There are cases where your guests are your audience. We had that happen very frequently where many of our clients have a guesting strategy, which is that they don’t care how many audiences  they have. It’s about making those guests feel important, making them feel highlighted, making them feel special in the process. In doing that through a book and through all of that, you’re creating a richer authority value for them. While it’s an expense for you, it’s in building up those guests as important to you and bringing them out to the world.

It’s not necessarily going to drive more listens to your audiobook, more traffic to downloading the book on Amazon or wherever you might be selling it. That can be a strategy. Don’t worry about that. That’s one where you want to talk to Juliet and let’s make sure though you have a good book at the end of the day so it doesn’t feel like an embarrassment to put it out. Especially if its purpose is to drive an authority. Paul, if you don’t have a podcast yet, maybe this is time to think about one. Think about how you want to write your book and then structure a podcast so it supports it too. It always can go strategically every way.

Melanie Parish says, “I have a book, no audiobook yet. I used a hybrid publisher who told me audiobooks are expensive to produce.” I think you should have a chat with Tina because that may not be the case. You’d be surprised at the return on investment for that.

Tina:

I spent a surprising amount of time educating publishers on audiobooks. It’s just not in their expertise, It’s not in your wheelhouse. Juliet knows more about publishing than I will ever know. I like it that way. I like getting into the weeds and being a deep expert in one area and then having colleagues that I can share back and forth with because your brain explodes after a while. Before you believe anything a publisher or anybody else in the book industry tells you about audiobooks, confirm that bias in the actual audiobook industry. I can promise you, they’ve had one, maybe two experiences, and they don’t know the actual industry.

This is true that many of those publishers and whatever their model is, whether it’s a hybrid or a traditional publisher, all that they know is their own model of how they operate. They don’t have a broad industry experience in it. That’s where someone like Juliet and Tina who seek people who come from all different publishers and who come from all different models of book creation, programs and other things out there. They have a broader view on what’s working and what’s not working.

Juliet:

I took on a client who’s publishing with a hybrid because she wants to get her book into institutions. The publisher she’s using doesn’t use the free shipping model. There are a lot of things that a hybrid publisher is not great at. They’re good at getting things in bookstores, the shelf life is three weeks. That’s a tough one too. They’re good in some particular areas, but not great in other ones. If you’re an entrepreneur, you need to explore some other avenues. The great part about hybrid is that most of the time you own your own rights with it; you’re free to go to someone else to do the audiobook. You’re free to do the free book funnel as well.

Anytime if you have any questions, Melanie Parish is asking you to reach out to her, Tina, and I’ll connect the two of you on Facebook you can make sure that that happens. Juliet, I connected you up with Dorsey on Facebook, you guys should be connecting there. Also I wanted to remind you, Juliet and Tina have a podcast. You can also follow because you’ll learn a lot from us talking about these things and how people are utilizing them and what’s working successfully for authors, what’s working successfully for entrepreneurs—so you’ll be able to catch and follow us there in case you’re just not ready yet, this is a little thought in the back of your mind.

We invite you to connect up with all of us and find out more and decide if this is right for you. One of the things and the reasons why I partnered up with Juliet and Tina to bring them here to you is because I know they won’t take someone who’s not ready yet and that’s an important thing for us. They will turn away people before they will sell them when you’re not ready yet.

We don’t have a fully formalized offer here. There is nothing because we know it might not be right for all of you and there may be only portions that are right, like doing just the audiobook with Tina or taking a pre-strategy session with Juliet. Making this occur over your podcast over time. We want to give you an open-ended opportunity to be able to discuss what this looks like for you. Reach out to any one of the three of us. Thank you for joining us. It will also be posted in the Podetize resource area. We’re getting a brand-new dashboard. You can go to Podetize.com/masterclasses, and you’ll be able to access all of them at any given time. You’ll be getting an email reminder on all of that for those of you who are looking for the past episodes. That’s also another place in which you can find them at any given time. You’re like, “I can’t find it on Facebook. It was months ago, but now I’m ready.” Thank you all.

Important Links:

About Juliet Clark

Audiobook Masterclass Tina Dietz Twin Flames Studios

Hi. I’m Juliet Dillon Clark, Founder of Super Brand Publishing.

Over the years I brought my expertise to corporate clients like Mattel, Nissan, Price Stern Sloan Publishing, and HP Books. While I enjoyed the work, and was good at it, I felt like something was missing. I realized that what I really wanted to be doing was helping individuals, not corporations, further their success and find fulfillment.

Since then, I have helped more than 600 entrepreneurs and authors share their work with the world and have published more than 60 books, turning more than 190 authors/entrepreneurs into best-selling experts! Let’s cut through the clutter and get your message across so that you can cultivate your fan base, increase sales, and reach a level of success beyond what you thought possible.

About Tina Dietz

Tina Dietz is an award-winning and internationally acclaimed speaker, audiobook publisher, podcast producer, and influence marketing expert who has been featured on media outlets including ABC, Inc.com, Huffington Post and Forbes. Tina’s first podcast, The StartSomething Show, was named by INC magazine as one of the top 35 podcasts for entrepreneurs.

Vocal Leadership Tina Dietz Twin Flames Studios

In 2016, Tina was the recipient of the Evolutionary Business Council MORE award and in 2017 she received the award for Outstanding Audio Company from The Winner’s Circle. She is also a member of the EBC leadership body and a founding member of the Forbes Coaches Council. Tina was also the lead interviewer in the podcasting documentary “The Messengers” and featured in the film.

Tina splits her time between the US and Costa Rica where she’s part of the leadership team building a community of conscious leaders called Vista Mundo.

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Working with a Ghostwriter – What You Need to Know

You might have a book inside you, waiting to be written, yet lack the time, desire or discipline to sit down and put pen to page. Dana Micheli explains that’s where a ghostwriter comes in.

Ghostwriter Tina Dietz Twin Flames Studios

There is a saying that everyone has at least one book in them; however, not everyone has the time, desire or discipline to sit down and write it. That’s where a ghostwriter comes in. Here are some tips for finding the right person to get that story out of your head and onto the page.

As with any investment, you want to engage in some due diligence before beginning your search for a ghostwriter. Research the average length of the sort of book you want to write, typical ghostwriting rates, and what is included (for example, additional research or a book proposal). You should learn enough to prepare a list of questions before meeting with someone to discuss your project.

Choosing a writer

Ghostwriting is a highly collaborative process, one that requires trust and compatibility. You’ll likely be providing this person with deeply personal or proprietary information, so you want to make sure you have a rapport with them. Healthy communication is key. You always have final say over what goes into your book and what’s “off the record”; this means that while a good ghostwriter will offer you their opinion, they should never push you into including something you’re not comfortable with. Also keep in mind that some details may be problematic from a legal standpoint. A ghostwriter is not a lawyer and should not be relied upon as such; however, they should be able to point out red flags with regard to certain names or facts and advise you to exclude them, change them, or consult an attorney.

Some things to discuss when interviewing a ghostwriter

  • What does their process look like? I interview someone at least twice at the beginning so I can get enough information to create the book outline and, more importantly, get a sense of their voice. Once the outline has been finalized, I let the client decide whether they would like to deliver the rest of the content/messaging through interviews, material they have written, or audio files they record on their iPhone when they feel inspired. They must also be available to answer any questions I have about the subject matter, and review the material as I send it. Asking about the process will give you a good idea of your time commitment to the project.
  • Writing samples and references: While it certainly makes sense to ask for writing samples, it’s important to understand that they may not be on point with your subject matter. This is okay. What you really need to know is whether the person can write in an engaging, intelligent fashion, as well as in different voices and for various audiences.
  • Does their contract have clear terms? This includes things like confidentiality, copyright ownership, whether they receive credit of authorship (some ghostwriters do and some do not), the payment schedule, and overall timeframe for the project.

The manuscript is complete. Now what?

Actually, I like to have this discussion before the writing begins. Authors have a few different options with regard to publishing – for example, they can self-publish, engage a small publishing house, or seek a literary agent who will pitch the manuscript for them. There are pros and cons to each, and your choice will depend on several factors such as budget and marketing goals. You'll also want to consider different formats such as e-books and audiobooks. You don’t have to have all the answers from the outset, but it is prudent to get all the facts so that by the time the book is finished you have a clear plan on how to get it to market. 

It can be challenging to find the right ghostwriter, but the rewards – a highly productive partnership and a top quality book – are well worth it!

Ghostwriter Tina Dietz Twin Flames Studios

Dana Micheli is a ghostwriter, copy editor, book doctor, and owner of Writers In The Sky (WITS). She has written and edited numerous works of fiction and nonfiction, including novels, memoirs, and news articles, as well as résumés and business/marketing documents. While she works with a wide variety of genres, she most often takes projects of a spiritual nature, including books by and about mediums, Reiki masters, empaths, lightworkers and starseeds. 

Before pursuing her writing career full-time, Dana worked as a Systems Advocate for the Arizona Coalition Against Domestic Violence, where she lobbied state and federal politicians on behalf of victims of abuse. She also served as the Manager of PR/Communications for The New York Women's Foundation, where she was responsible for writing press releases and articles for the website, organizing events, and liaising with the media. In addition, she has worked for several media outlets, writing and researching legal, political and human interest stories for print, online and television. In late 2010, she began working for WITS founder Yvonne Perry.

Dana has a B.A. in English from Southern Connecticut State University and a Juris Doctor from New York Law School. She lives in New York City.

Dana Micheli – Ghostwriter, Copy Editor, Book Doctor, and Owner of Writers In The Sky

We are ready to help you through the audiobook process

How a Virtual Book Tour Can Expand Your Audience

Wondering how to safely promote your book? Simple! Do a virtual book tour. Check out this article where Jackie Lapin shows you how to launch yours

Virtual Book Tour Tina Dietz Twin Flames Studios

If you are an author or leader with a mission or message, then the pandemic may have actually handed you an unexpectedly positive gift!

While the number of podcasts has been growing exponentially all on its own (now reaching more than 1 million), the number of listeners for podcasts AND radio shows during this shelter-at-home period has skyrocketed.

Even when people begin returning to work, many will still maintain their new “podcast habits” because of their allegiance to new hosts and the vital information they offer. A whole new world has opened up for the listener.

Now, couple that with a figure I just saw that book sales are up 777% since the shut-in began!

While this is a misfortune for so many, for the book marketer it is a perfect storm. And you can stay home and be safe, while still reaching millions of ears. 

Virtual Book Tours are supplanting the old notion of a physical in-person book tour…and with the fact that fewer and fewer people are actually buying in brick-and-mortar bookstores, a radio/podcast tour is an ideal opportunity to reach people not only across state lines, but internationally as well.

A Virtual Book Tour is best launched once your book is available for readers to purchase online, and podcast and radio hosts can be sent a physical copy of the book. Believe it or not, in this era of everything digital, show hosts want a real, old fashioned book to read. They don’t want to read it online or on a digital device.

This isn’t a good strategy for pre-orders, as hosts can get annoyed if their listeners are stuck waiting a month or two to get the book they ordered during or after the show.

But that doesn’t mean you should wait till the last minute to execute. You need to be planning well in advance, selecting the dates you want to be on the air, and then reverse engineer. Figure that if you want the hosts to read the book before interviewing you, you must allow one week for the book to arrive in the mail (preferably using the lower cost “media mail”) and then allow the host two weeks to read the book. So start soliciting the hosts at least a month or so before you want to be doing the interviews.

Now many hosts will be booking for months ahead, as they have already filled up the interviews closer in time. Assume that your interviews can be scattered out as far as five months in advance—which actually gives you plenty of time to work them into your schedule without being overwhelmed. Unlike the “old days,” when everything was crammed into the first 90 days because bookstores would start returning books to the publisher if they didn’t see sales movement, today a book campaign is a marathon, not a sprint.  And the radio/podcast shows welcome self-published authors, not just the traditionally published. Only national TV shows and the biggest NPR shows will snub self-published authors today. 

To get booked on your Virtual Book Tour you should have three things ready to go:

  • A compelling pitch letter that answers the host’s question of “Why you?”—What are you bringing to the table that is distinctive, helpful, newsworthy or unique?
  • A comprehensive media kit with a release on the book, your extended bio, a short on-air introduction, the 20 questions you want to be asked (20 because most interviews are now one hour), your website and your social media links
  • And, if your book is a gateway to other products and services, a free offer that you can also promote on the show that gets people to give you their email.  This should have a simple and easy to remember URL. Buy a domain that is memorable to make this easy for folks to remember and for you to deliver.

So don’t lament that the virus crashed your original book tour plans. This is a great opportunity to build momentum without leaving your home. A Virtual Book Tour is a great way to launch a book, revitalize an older book, continue to sell your products using your book as the hook for the interview, or build your movement.

Click here to discover the 20 Factors That Will Tip the Scales in Your Favor to Get Booked on a PodcastVirtual Book Tour Tina Dietz Twin Flames Studios

Jackie Lapin is a leader in helping entrepreneurs, authors, practitioners, speakers, leaders and messengers connect with their next followers around the globe. For the past 10 years, her internationally acclaimed Conscious Media Relations has been providing radio/podcast tours and speaking engagements to support leaders and authors. Conscious Media Relations offers authors to 9000 podcasts and radio shows, guaranteeing 30 interviews.  Learn more at Conscious Media Relations and Speaker Tunity Cities

Jackie Lapin – founder of Conscious Media Relations, and accomplished Book Marketing Coach to help emerging authors navigate the marketing of their books

Vocal Leadership: Turning Your Voice Into a Weapon for Good with Tina Dietz [Podcast]

Tina Dietz joins Paul Higgins to share how you can refine their vocal leadership and turn your voice into a weapon for good. Tune in!(Podcast on Build Live Give, May, 2020)

Vocal Leadership Tina Dietz Twin Flames Studios

Aside from entertainment, part of the value of being a coach or a public speaker is the education and the inspiration that you provide. For Tina Dietz, going deep into the world of audio was her way of being of service to other people and the path to having a scalable company. Tina is an award-winning and internationally acclaimed speaker, audiobook publisher, podcast producer, and influence and vocal leadership expert. Her company, Twin Flames Studios, amplifies the influence of leaders, experts, and companies around the globe. Today, she joins Paul Higgins to share how one can refine their vocal leadership and turn their voice into a weapon for good. If you’re into voice acting, public speaking, or anything that involves talking, tune in to this episode and be inspired to get your voice and message out to the people who need to hear them.

Listen to the podcast here:

Vocal Leadership: Turning Your Voice Into a Weapon for Good with Tina Dietz

Build Live Give. Mentoring With Paul Higgins

Our guest is someone who worked in social enterprise and loved teaching, which led to improving the lives of others. She then started to work in their family business because they knew that they couldn’t continue to work for others. As a hobby in the background, she was a paid voice actor and having deep entrepreneurial roots, particularly from her parents, she looked on how to monetize it. She has been helping leaders share their wisdom through voice ever since. You will experience firsthand how to do an on-air ad. I love this episode and I hope you do as well. Get three tips to improving your podcast, where the podcasting industry is headed and how you can benefit and also how LinkedIn has become a virtual conference and the way that you can participate in it. I’ll hand you over to Tina Dietz from Twin Flames Studios.

_

Welcome, Tina Dietz, to the show. It’s great to have you on.

Thanks for having me, Paul.

I’ve been looking forward to this interview for a long time given your experience. Why don’t we start with something that your family or friends would know about you that we may not?

If you get to know me and you end up coming over to my house, I love having people over for dinner. I’ve often had people say that I’m an Italian grandmother in training, which I take as a great compliment. I often, to unwind, we’ll do what I call kitchen karaoke, which is turning on karaoke while I’m cooking in the kitchen and encouraging other people to join along. These are full performance karaoke because it’s much more important to be as free and as ridiculous as possible. I find this incredibly therapeutic, so I’m bursting into song at a moment’s notice—it's something you have to watch out for if we want to be friends.

Does this include dress ups? Do you take it that far?

Yes, in an ideal world.

What are you doing to supplement this fantastic gift that you have? Because in Australia, we can’t have people over for dinner.

I’m not doing “instead of”—it’s more of an “also and”—my kids know that they either need to enjoy it, join in, or leave. Those are your three choices in this scenario. It depends on their mood. My husband, it's the same thing. He fortunately will join in. Sometimes I do have friends and colleagues, occasionally family members join me over video for ridiculousness. We’ve been known to show up in weird costumes or makeup or things like that. My beloved husband has allowed me—his facial hair grows quickly, but he’s usually clean-shaven—and I’ve even talked him into growing out his facial hair for a week or two so that I can do ridiculous things with it and give him different looks. He’s been tolerant.

I know you started—I’ll summarize it by “social enterprises”—working for them for quite some time. In 2014, you launched Twin Flames Studios. Take us a little bit through the transition of working for others to now running your own business.

I stepped off into working for myself several iterations before Twin Flame Studios. I was a therapist by training, but grew up as an entrepreneur and spent a number of years trying to work with other people, not having a good time dealing with bureaucracy. I started a family business with my dad. People always say to me, “When you were business coaching years ago, why didn’t you specialize in the family business?” I said, “Because I would like to remain sane and unmedicated.” A family business is a particular animal and I grew up in a family business—I love my father and I definitely would not do that again. Where I learned online business—where I cut my teeth on that—was with a company called the Nayada Institute of Massage. She’s a very gifted massage therapist. I started my business coaching and consulting. I worked on that for many years and then took a turn when I wanted to scale my company into audiobooks and podcasting because of my deep and abiding love of microphones.

When I read through your LinkedIn profile—and we know each other through a group we’re both in—it did seem like a bit of a leap out of nowhere. Fill that little leap in for us.

It’s not just the karaoke. I’ve been in favor of anything involving a microphone since I was small. Part of what I loved about being a coach, being out as a public speaker and everything was being on stage. The entertainment value, as well as the education and the inspiration that goes along with that. I had been taking voice acting lessons and ended up picking up an agent and having a paid hobby in voice acting on the side. I took some masterclasses in audiobook narration. Because being an entrepreneur, I can’t just have a hobby, I have to have a hobby you can monetize! I had a light bulb go off in that moment as I was finishing up that series of courses, “Why aren’t all my colleagues and clients who are doing books and bestseller launches doing audiobooks?”

That set off what Michael Gerber from The E-Myth would call an “entrepreneurial seizure,” and I couldn’t let it go. I couldn’t put it down. It was one of those things. I got excited, and it still took me several years to come back around to allowing myself to create this new branch of a company because it did seem like such a disconnect. I even had business coaches tell me, “Why do you want to do ‘done for you' services that are going to damage your reputation as a subject matter expert?” I was like, “Why can’t I have it all? Why can’t I have both?” It was when I allowed myself to go into the niche, and allow myself to go deep into this world of audio and being of service to other people and having a scalable company that everything took a major turn for me, both as an expert, and in terms of the financial success of the company.

I’ve got many questions I could ask, but one of them is, you seem like a natural speaker and I find that a lot of people from the US are eloquent. It seems natural for them, whereas a lot of people in other countries don’t find that. Certainly for me, when I first started doing my show, I couldn’t stand the sound of my own voice. Give people some tips on how you get over not being able to stand listening to your own voice.

When I speak—and I’ll ask quite often the question, “How many of you don’t like the sound of your own voice?”—in a room of executives and whatnot, almost everybody in the room will raise their hand. Even in rooms of podcasters or public speakers, I get more than half the room. It’s a human thing because of the resonance of our skull structure. We sound foreign to ourselves, when you hear yourself on tape. It’s displacing and disorienting. It feels like you’re listening to an alien. When people don’t like the sound of their own voice, most of the time it’s because you have this incongruency and the brain hates incongruency.

To fix that, truly what it is—it’s repetition. You have to get used to it. Sometimes I’ll have people listen back to the sound of their own voice and say nice things back to themselves about what they like about their voice. Another good way to do it is to record something where you are saying something nice to yourself. Having somebody read off a whole series of affirmations, for example: “I am worthy. Every day I’m getting better,” and so on and so forth. Give them a list, have them read a recording of that, and then play back that recording because then you’re talking to yourself in a positive way. You’re creating a new voice in your head that likes you. You start to associate the sound of your voice with positive things and that’s helpful all the way around. In this particular case, the only way out is through liking your own voice, because that’s completely a subjective judgment. I guarantee you, nobody out there has ever hung up on anybody who’s listening to this show because, “I can’t stand the sound of your voice. I’m not talking to you.”

I cheat a little bit because if I do listen to myself, I listen at 2½, 3 times speed for most things. I build it up over time. It must’ve sounded a lot better at two times. If you’re currently listening at one, just dial it up a bit. Let’s be fair. That’s for the solo shows. Tina sounds much better at one time.

So, hobbies and monetizing them. There are a lot of people that are going through very unprecedented times and some of them may be thinking this might be the big time to take a leap, “I’m going to leave my job and I’m going to go create.” Any tips on how you start to monetize that hobby?

I have a little bit of two minds about this because I truly don’t believe that the whole ‘follow your passion and the money will follow’ is true. There’s a little more thinking to it than that because there are certain things that we do that we love that if we had to make a living from them, it might kill the creativity. That’s one of the things you have to consider. When I was coming up with this whole idea around the audiobooks, the podcasting, everything, I had to step back and consider, “Where does this come from? Why is this important? Why do I want to do this?” Is it the burning passion that I want to do for the rest of my life? No, but it’s a medium that I can make a contribution in.

I can help people get their voices out to the people who need to hear them. That for me, from a values perspective, is important. It’s more important to look at—what are your values? What are you creating? How is it going to fulfill those values? It’s the first thing to look at. The second thing is you have to be able to consider the ramifications of stepping off. I’ve helped many people through this transition, back when I was business coaching. There comes a point where the pain of staying and doing something you don’t love is greater than the pain of dealing with the financial impact. It’s very much an existential thing.

At the same time, if you can have a backup, if you can have a bridge, if you can have savings, if you can have something there and create a plan—or at least have some proof that what you’re stepping off into is possible for you to monetize—before you leave a comfortable job. Side hustles are great. Side hustles are important, but I don’t recommend that anybody step off into their side hustle as a job and into a whole enterprise until they’ve proven to themselves that they can make at least $1,000 a month from that enterprise. There needs to be some proof that you’ve got some “engine” going.

I wish I had heard that Tina back in 2011 because I did the complete opposite. One day a director at Coca-Cola the next day, who am I? I walked into a room and like, “I don’t know what I’m doing, let alone explain it to somebody else.” That’s great advice. Speaking of advice and supporters. You talked about your dad and working with your dad. You eloquently didn’t end all of that sentence, if your dad’s reading this—but who else supported you through this journey?

Because I have entrepreneurial parents, they were supportive of this particular journey. My kids’ dad, who I was married to at the time, through this whole beginning process of starting a business and going through different iterations of the business. I had a lot of side hustles before I decided to step off into my own thing full-time. I didn’t take all my own advice, but I did have clients and I did have a proven framework. I had a tremendous amount of failure, also, in different things. I was able to keep going. He was supportive in all the ways that he knew how to be. We had young children at the time and everything and he’s a great dad. I’m forever grateful for that support. Then the people who didn’t understand, who aren’t entrepreneurs and they didn’t quite get what was going on—at least they weren’t cruel or dismissive. I’ve had people come back to me over the years and go, “I got it.” I’m grateful for that as well.

I find for any of my friends, unfortunately in Australia often, they receive a redundancy. The next call is normally for me: How do you make money by being in your track pants at home? I know exactly what you’re saying with that transition. The next section is the “Build” section. We’ve already talked about audiobooks and your love of kitchen karaoke. When someone says to you, “Tina, what do you do?” how do you best answer that?

I say that we amplify the voices of leaders, entrepreneurs and trusted brands all over the world and our mediums are for doing that. Our podcasts and audiobooks are working with people to refine their vocal leadership so that they can make the impact that they want to make and reach the people that they need to reach. It’s all about having people get what they need so that they can grow. Audiobooks and podcasts are some of the lowest hanging fruit for people to change their lives.

Why are people reluctant to launch a podcast?

Podcasting is a lot of work. I usually recommend that if you are not familiar with podcasts as a medium and you haven’t been a guest on at least a couple, to get a lay of the land, then please don’t start a podcast from scratch. I’m specifically talking about podcasting for business. There are two kinds of podcasting, podcasting as a business and podcasting for your business. This wonderful, fabulous show that you have, Paul, is for your business. It’s part of your brand and your platform. It’s how you reach your audience. It’s wonderful to network with other professionals and it creates this home for you to welcome people and to have these conversations. Podcasting as a business is when somebody starts a show specifically to monetize it.

It’s usually sponsor-based and things like that. Those podcasts tend to be your true-crime podcast, your specialty podcasts like the Horse Radio Network or the show Trivial Warfare, which is pub trivia, but in a podcast format. Fantastic shows, those are high entertainment value and designed to be businesses in and of themselves. These are all things that you have to think about beforehand. Strategy planning and how much time you want to put into it. It’s super important before you decide to go ahead and launch a show.

You’ve seen an enormous change in the years you’ve been running Twin Flames. What do you see in the next 5 to 6 years? Where do you see podcasting of both types going?

Seth Godin has been saying that podcasting is the new blogging. I think that much like how blogging evolved over the years, we’re going to see a lot of people in the next few years flock to podcasting as a personal project. Not every podcast has to be monetized. It can be a passion project. It can be something you love to do. I never want to kill anybody’s dream of doing that because I understand the love of the microphone and connecting with people. I’m the first person to say that. At the same time, I think we’re going to see a lot more corporate influence in podcasting. This is not necessarily a bad thing because it does bring more dollars to the table and it brings more credibility to the medium. We've seen more large companies jump into podcasting, not even for external podcasting, but for internal podcasting. Using podcasting for internal communications, for making sure that in a workforce that maybe is working from home or on the road, you can keep culture strong and have communications be out there, celebrate each other’s wins, and all of that good stuff.

That’s another trend that we’re going to continue to see more and more of. I think we’re also going to see more businesses seeing the value in podcasting as an advertising medium and jumping in and doing long-form, narrative podcasting—the kind of podcast you’d hear on maybe National Public Radio in the US. It’s storytelling-based, but for business. There are companies like Pacific Content who are already doing this with companies like Facebook, Charles Schwab, and all that. That’s also going to continue as well. It’s an exciting and evolving world. I’m thrilled to be part of it.

Coming from a marketing background, you had to measure everything. It’s hard to measure things in marketing, but particularly in podcasts, it’s been difficult to measure things. How do you see the measurement supporting more dollars coming into the advertising spend?

Where we’re seeing the research coming out is in things like sticky branding. The listeners of podcasts reporting to survey companies like Edison Research who go out and do a lot of podcast research. They’re reporting that people are 80% more likely to purchase a brand that they’ve heard on a podcast that a host has endorsed—host-read ads, it’s really important that the ads are endorsed by the host or they’re tested by the host, there’s a relationship with the host. That’s the magic of advertising or sponsorship through podcasting.

I know this audio-only medium is intimate. Back when I was the lead interviewer on the podcast documentary, The Messengers, I interviewed 40 or 50 different podcasters. Almost none of them knew each other and the word intimacy kept coming up. Every single person mentioned it, that their communities had this bond and this intimacy over these topics. Maybe it was business or maybe it was about being part of a certain group. Maybe it was being part of a community that was part of fandom around a television show, and the things that would happen for people to support each other even though they had never met. There’s so much available here for us to explore. Storytelling is universal, and that’s important.

Going back to the numbers—this is why I think we’re going to see a lot more around internal podcasting. It’s easy to track the numbers around internal podcasting in terms of engagement. Engagement is a huge issue worldwide in the marketplace, for companies to increase engagement. We hear this over and over again in human resources and executive circles: “We have to increase engagement. We have to retain our talent. We need to increase efficacy,” all those things. There are specific measures and numbers that we can draw on that—it's little harder for external podcasting, but I’m hoping that we’ll see some breakthroughs in that area as well.

You hear numbers: There are 700,000 podcasts. There are lots of podcasts. I often talk to coaches and consultants and they say, “I don’t think the world needs another podcast.” What do you sayin when you hear that from potential clients?

I think that’s entirely possible. There’s a whole world of podcast guesting that is just as valuable in many cases as having your own podcast. I work a lot with executives and CEOs on their podcast messaging and the vocal leadership work that I do to have them be able to understand how to be interviewed on a podcast and what kind of content there is. The storytelling, and how you create a relationship with someone without seeing their face and interacting live—all of those things, that’s part of the world we’re in. It’s okay if you don’t want to start your own podcast. Maybe that’s not your entry point, but considering podcasting in all of its formats, internal podcasting, external podcasting, podcast guesting, or maybe your brand even advertises on podcasts as a sponsor, that’s another option too.

It’s a medium that’s not going away. How can we use it for our companies, businesses and our brands to utilize it the best way for you? I know that I’m engaging you to organize my podcast, which I’m a little nervous about, especially as having you as a guest. What are some of the key themes that you look for when organizing a podcast? If someone could think of this is what an expert like Tina’s looking at, so I can at least go and address some of those areas of my podcast. What would be those key things?

A couple of the basic things, and this is usually in the setup of your podcast: One, making sure you’re in the right categories. You’re able to get into three categories and subcategories in most cases and making sure that that’s aligned with what you’re doing. The second thing, is your show name—something that people are going to understand when they see it. Is that show name going to attract the people that you want as listeners immediately? This is where we run into that push-pull we sometimes have in our hearts about wanting to reach everyone. Because the truth is podcasts work better when they are niche, and when they reach a deep audience rather than a wide audience. That’s podcasting for your business. Podcasting as a business is a different animal—I keep having to make that distinction. When people see themselves immediately in your title and your content, they’re much more likely to become loyal listeners faster. That’s important.

The other thing is the length of your podcast. The question I get asked the most about podcasting is, “How long should my podcast be?” The true answer to that is however long you can be outrageously interesting for. Because in a solo show, truthfully, most people cannot be super interesting for longer than twenty minutes. It’s hard to do. It’s a lot of material to write because what is interesting to you in your head and what you’re teaching might be valuable content, but is it entertaining? Because entertainment is the most important thing about podcasting. It’s more important than education. It’s more important than inspiration. All of those things are secondary to entertainment. That’s where it comes into play. We say 20 minutes for a solo, 40 minutes for an interview is our general rule of thumb when you’re working with podcasting for business. Could it be longer? Yes, there are certain cases where that may happen, certain industries where people love in-depth content. Those are some of the first things that we start looking at.

For me, I find some of the big commercial podcasts, I find a little frustrating where of that 40 minutes let’s say or most of them are an hour. The ones that I listened to might be ten minutes are the same ads every time. I use the podcast app. I skip the start. I try to skip the end, which I know is just noise, but for you giving advice to people doing that or people like for myself, how long should ads be? Where should they be? Give us a little bit of advice on that.

This is where creativity comes into play. As I mentioned before, host-read ads are far more important, but where can you create storytelling around those ads? Do you have any particular sponsors that you have, Paul, or that you’ve heard of or maybe one you’d like to have?

I have got a sponsor.

What’s the name of your sponsor?

It’s Dubb.

They do some video production hosting. What’s the one thing you love about them?

The ability to break through all of the noise, especially on LinkedIn. A lot of people send texts, that’s all boring. Whereas when I send video on LinkedIn, it gets a lot better response.

Is it Dubb.com?

Yes.

On a host read ad, it might be something like, “I want to give a mention here to a tool I’ve been using lately. Have you heard of Dubb.com? There’s a lot of video production platforms out there, but what I love about Dubb is that I’m getting much higher engagement on LinkedIn. You know I love LinkedIn. I do a lot of networking on LinkedIn, so it’s important for me to have tools I can rely on. I’m encouraging you all to check out Dubb.com and see how you like it. I’d love your feedback. I’d like to know if you’re using it. Tag me in your posts on LinkedIn if you decide to use this tool and let’s compare notes. So check it out at Dubb.com.”

And that's why you have experts on your podcast! That was brilliant! You talked about LinkedIn. I know we’ve been working together for a little bit on LinkedIn. Tell us a little bit about the journey so far on LinkedIn for you.

I’ve got a large social media following around almost 200,000. At the same time, I have been frustrated with social media for a long time. It helps with our SEO. Certainly, it helps with our visibility. At the same time don’t tend to get a lot of business from our social media presence. That is why I reached out to you because we’re turning our attention to LinkedIn. Relationships are what is most important to me. We had a mutual colleague, Harry Duran, who’s also a podcast consultant. He introduced the two of us. In the months that we have been working with the BLG Collective, and you on LinkedIn, it’s fascinating—it’s been night and day. The best way I can put it is, the difference between going to a conference, when I go on to LinkedIn, I feel like I’m walking into a conference.

It’s a giant room full of people. Some of them I know, and some of them I don’t know, but it’s thousands of people in a room. Having the experience of working with this collective is like a little pod or a mastermind inside of LinkedIn. I’ve gotten to know some of these people and their work. We’re helping each other with our networks. I’m finding fantastic referrals, gaining referral partners, meeting people I would never have met before outside of my circles, which is valuable because it’s like walking into a whole new room or a whole new conference. I’m reaching people like crazy. The number of views and who’s commenting and the response that we’re getting is great. I’m super excited about continuing to build on it because I know it’s been a couple of months and I’m scratching the surface of what’s possible.

Before we go into the “Live” section, I do a live ad. What I’m going not to do is read out what I normally would give them, what Tina has given an absolute masterclass from the Dubb. If you do want to find out more about our community, it’s called Build Live Give Authority Machine. It helps you be seen as an expert and it’s important in these times. We’ve all received communication through LinkedIn. Did you read this before you sent it? What we do is help you build those relationships. There’s a great free live masterclass that you can watch. It’s around 30 minutes. As I said, with my voice, I’d speed it up so you can get through it in fifteen. All you have to do is go to BLGClick.com and you can watch that. Also, there are lots of tasks there on LinkedIn that can be done by somebody else. It doesn’t have to be by you. If you haven’t got a virtual assistant and you’d like to know more about that and how we use them to expedite both your authority and also new clients, go to BuildLiveGive.com/VA. The next section is the “Live” section, Tina. What are some daily habits that make you successful?

I do have a daily habit of meditation and exercise. That’s how I start my day. It took me a long time to get into the meditation part of things. I’ve been a pretty loyal exerciser—more on than off—for the last few years. The meditation is something I resisted, which is funny because both my parents are yoga teachers, but I finally surrendered to that. I’m glad I did because it’s important as well as the exercise. I also make sure I laugh at least once a day, whether it’s with my kids or watching something funny. A lot of times it’s with my husband being silly and making each other laugh. I need that connection. Those are probably my top three. I also have a routine of certain supplements I take to support my body, water intake, and things like that. Health and wellness are important to me.

You’re eating at least once a day if not more. If you’re doing that through karaoke in the kitchen, I’m sure you have more than one laugh a day. As I subtly said before, we’d love to see a little video even if it’s a clip that we can share with our audience. That would be great.

We’re going through COVID-19. You’ve talked about it briefly, but what are some of the learnings that you’ve gained through COVID that you will take on out the other end?

I have had this interesting experience because as much as I would have preferred this not happen, it feels as though I have been uniquely prepared to go through this experience. I am unbelievably grateful for that. I feel like I’ve been waiting twenty years to be in the right place at the right time. It’s strange to say that in light of all this, but I have been running a mobile business for more than a dozen years. My children are used to living a mobile lifestyle. They were homeschooled while we lived in Costa Rica some years ago, and they’re old enough to be independent. We haven’t had a tremendous amount of stress load put on us, and what that has allowed us to do is reach out and help more people.

We have gone back out to our former clients and made additional offers of help and support, tele-classes with their teams on vocal leadership, and so on. Not charging for it or anything like that, to help out through this particular process. I have had a tremendous amount of influx of people who are home—a lot of public speakers or companies that are like, “Now is the time. Let’s look at our online presence. Maybe we want to do a podcast. Maybe I want to do that audiobook.” It’s a privilege to be able to help people through that. I can’t complain about being in this situation because if this had to happen, then I couldn’t be in a better place to have to deal with it, to be completely honest. It’s a matter of energy management and making sure that I’m not overworking like crazy because we are trying to help as many people as we can, and working long hours to do so.

Robin, who’s your partner, he’s going to be reading this. What would you like to say to him about the support he’s given you through this journey?

Robin is not just my husband. It’s one of those situations where if people knew how good our relationship was, they wouldn’t believe me. It’s at that point. I know that sounds super Pollyanna and all that, but we’ve worked our butts off to have it be that way. Robin also works in the company with me on the operational side. He’s a 30-year software engineer and data architect. He brings dimensions to the company that to me seem like magic. I’m creative. I’m a visionary. I’m a people person. He’s like, “Why are we doing it this way? Why don’t we automate it? Why don’t we create the system?” It’s beautiful to have that ebb and flow. Support doesn’t even begin to scratch the surface of what he’s provided and who he is in all of this. We don’t get tired of each other. We feel like during the day, even though we’re in the same apartment, we miss each other. We can’t wait to get together at the end of the day because our days are full so that we can hang out after work, have dinner together and chill out.

The next section is the “Give” section. What’s a charity or a community that you’re passionate about, and why?

One of the charities I'm involved with is Project Forgive. It was started by Dr. Shawne Duperon, who’s doing some amazing work. She’s gotten the Dalai Lama involved and many people, Bishop Desmond Tutu, and many leaders from around the world. It’s this global mission to bring the spirit of human forgiveness into our communities and into ourselves as well. She teaches this work called “Accepting the Apology You’ll Never Receive.” If you can think of somebody, something that you would have loved an apology for, but you know you’ll never get it, having the experience of getting that is transformational on a number of levels. They are working with municipalities, with colleges, inside of prison systems, jail systems, and all that to bring this work of forgiveness and bring a lot more compassion to the systems that we live and deal with every day. I couldn’t say enough good things about the work they’re doing in the world.

We’re going to shift gears a little. What we’re going to do is go into the last section, which is the “Action” section. I’m going to ask you some questions and get some rapid-fire responses. The first one is what are your top three personal effectiveness tips?

Make sure you get enough sleep. Make sure you get enough water. And leave time every week to radically do nothing for at least 2 or 3 hours to give your brain a break and a reset.

I’ll do the first two. That last one’s going to be a challenge, but challenge accepted. What tech is essential to running your business?

We run a lot of our company off of G Suite and even the programming that Robin does hooks a lot into Google’s tools. We also love working with Asana for project management. I use Acuity for scheduling. Those are our big things. We stay fairly tech-light on things and run things lean. Those are some of my favorite tools inside the company.

You get the chance to listen to some amazing podcasts and also audiobooks, but what’s your best source of new ideas?

My best source of new ideas is that 2 or 3 hours of doing nothing that I mentioned. It’s that brain reset that allows the frontal lobe to remain juicy. Because if you think about it, you almost never get a good idea at your desk. They always come in the shower, when you’re driving, when you’re on a walk or something like that. That source of new ideas is in the quiet and in the rest, is when that happens.

Doing nothing, that means I can’t even physically move?

No, but it’s more of you’re not reading a book, you’re not listening to a podcast. You can do some manual things. Manual things are part of that but not hard work like swimming—maybe a walk, laying under a tree, that kind of stuff. It’s a challenge. I’m not all that good at it myself but when I do it, it works.

I must admit, for me to change out a corporate to my own business was spent picking all of us for four days with my dad. I don’t think that this experience would have got me to where I am now if I hadn’t done that. That was effectively doing nothing for four days.

The last question is the big one. I always leave it to the end, but what impact do you want to leave on the world?

Years ago when I was thinking about starting a business, I had a coach who said, “Tina, you have to create something that’s big—you can’t do it all by yourself. It might not be something you can finish in a lifetime.” That pissed me off. About a week later, I woke up from a dream where I had this vision of the world where people were all, worldwide, doing what they loved and bringing that sense of doing what they love home to their communities and their families. When they told their kids, “yes, you can do what you love and make a great living,” they were telling the truth from a place of integration and integrity—and that became a default setting for those kids for the next generation for them to pass on. We all have these beliefs. We talk about limiting beliefs, but what if that got turned on its head and our default setting was expansive beliefs? Having these ideas go out into the world through podcasting, audiobooks, and leadership is one of the ways that I want to contribute to creating the world I saw in that vision.

What a brilliant impact you want to leave. You can find out more about Tina at TwinFlamesStudios.com. Also, there’s a bit of a challenge that Tina wants us all to do. Other than do our own recording of kitchen karaoke and share it, she also wants you to search for her name—it’s Tina Dietz—and see how many slots on the first page of Google she covers because she’s telling me there are lots, so let’s put it to the test. Tina, I love working with you within our LinkedIn group. You can find out more about that at BLGClick.com but also, I’m looking forward to helping me spread experts like you spreading their word further with some of the help you’re doing with our show. It’s great having you on. I enjoyed it.

It’s my pleasure, Paul. Thank you.

Stay well, bye bye.

I truly enjoyed this one. How good was the ad? It’s absolutely grand. You can find out more about Dubb at BuildLiveGive.com/dubb. What is your biggest takeaway from Tina? Please share on her social media. She would love it. If you believe someone you know would also benefit from the show, please share. You can learn the three secrets to building your authority on LinkedIn in a free, prerecorded master class at BLGClick.com. Please take action to build your business and lifestyle, and most importantly, stay well.

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About Tina Dietz

Vocal Leadership Tina Dietz Twin Flames Studios

Tina Dietz is an award-winning and internationally acclaimed speaker, audiobook publisher, podcast producer, influence and vocal leadership expert who has been featured on media outlets including ABC, Inc.com, Huffington Post, and Forbes.

Tina’s podcast, The StartSomething Show, was named by INC magazine as one of the top 35 podcasts for entrepreneurs. Tina’s company, Twin Flames Studios, amplifies the influence of leaders, experts, and companies around the globe.

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