What if saying your goals out loud, got you an email introducing you to your hero?
In this episode, Cliff Ravenscraft shares how he walked away from a family insurance agency (started by his grandfather in 1937) where he was next in line to lead, all because of a podcast about the TV show Lost. After building an audience of 60,000 subscribers and receiving over 500 handwritten letters from people whose lives were transformed, Cliff realized his real calling wasn't selling insurance or being a pastor. It was teaching people how to use their voice to create content that matters. He's since helped over 40,000 people launch podcasts, but discovered something critical: nine out of ten failed because they skipped the first seven steps of building an online business. Step eight? Create content and build your audience. Everything else comes first.
Cliff reveals the four-step formula that led to a $3 million relationship: believe it's possible, write it down, tell others, and work the plan as it becomes available. He also shares why his first year as a full-time entrepreneur, working 14-hour days seven days a week for $11,000, ended with a 24-hour podcast marathon and two weeks in the hospital where he almost died.
[00:05:00] Helping 40,000 People Launch Podcasts
Left very lucrative career in family insurance agency started by grandfather in 1937
Went out to teach people how to launch podcasts
Helped more than 40,000 people in the world launch a podcast
Published over 4,800 podcast episodes across 55+ shows in 20 years
[00:11:20] The First Year That Almost Killed Him
First year full-time: 12-14 hours a day, seven days a week, not one day off first nine months
Didn't receive single personal paycheck, just earned enough to pay business expenses
End of year brought home $11,000 net personal income after taxes
Celebrated with 24-hour podcast marathon, ended with two weeks in hospital
[00:13:20] Why Nine Out of Ten Podcasters Fail
In 2012, more than 50 of top 100 business podcasts were Cliff's clients
But nine out of ten failed to ever see sustainable profit or any income
Created 11-step framework for building online business
Step number eight: create content and build audience (first seven steps were missed)
[00:14:40] The Workshop That Changed Everything
In 2017 stopped teaching podcasting, started coaching through what people missed
One person earned no income before workshop, within two weeks secured $5,000/month recurring
Coaches charging $50/hour walked out charging $300/hour
"This is what fires me up"
[00:16:40] Choose an Audience With Money
Most people fail to choose audience that has money
Ideal customer must have money, be aware of problem, willing to pay to solve it
"I've got entire audience of tens of thousands and none of them have any money"
Must validate they will pay before you create website, logo, podcast content
[00:20:00] The Two Conditions
At 18, convinced life would be devoted to ministry with servant's heart
Parents asked him to work in insurance office because of computer skills
Told parents: "You will never expect me to get insurance license"
"If I'm offered opportunity to pastor church, I must get your full blessing to leave"
[00:24:20] Top 10 Out of 14,000 Insurance Agents
Year 2000, top 10 out of 14,000 agents with Grange Life Insurance
Top 50 out of 48,000 agents with Auto Owners Life Insurance
Sold 30-100 policies per month selling term life insurance
All while competing against people selling permanent life (much higher premiums)
[00:25:40] The Lost Podcast Changed Everything
2005, started podcasting as hobby about TV show Lost
By third episode had 27,000 subscribers around the world
Audience grew to over 60,000 subscribers
Wooden inbox with over 500 handwritten letters: "Because of something you said, my life will never be the same"
[00:28:00] Reaching Hundreds of Thousands
Within 18 months reaching hundreds of thousands through seven different podcasts
Producing seven to fifteen podcast episodes per week
People's lives being transformed
"I wonder what life would be like if I could do this for a living"
[00:30:40] Testing the Four Step Formula
Heard four-step formula: believe it's possible, write it down, tell others, work the plan
Decided to test it with specific goal: meet Dan Miller and Leo LaPorte
Didn't want to just meet at conference and be forgotten
Wanted to tell them their influence and have them not forget meeting him
[00:32:40] Forty Minutes After Hitting Publish
Recorded podcast episode explaining formula and his goal
Hit publish, 40 minutes later got email from Andy Troub (the connector)
"I happen to be working on a project with Dan Miller. He's already aware of who you are"
"Would you like me to introduce you?"
[00:34:00] From Hero to Consulting Client
One week later, Dan Miller was guest on Cliff's podcast
After the interview, Dan asked "Can I schedule a consulting call with you?"
Cliff told Dan audio quality was terrible, people can't make themselves listen
Dan: "I really appreciate how honest you are. What do you recommend?"
[00:35:00] The Weekend in Franklin, Tennessee
Dan said order duplicate of everything in studio, ship to house
"Come spend weekend with me, stay in guest room, help me build podcast studio"
Dan started telling massive audience about Cliff Ravenscraft
Cliff was booked solid for years because of that relationship
[00:36:00] The Michael Hyatt Introduction
Dan told Michael Hyatt (CEO Thomas Nelson Publishing) podcast was #1 marketing tool
Dan did email introduction to Michael Hyatt
Within a week, Cliff was in Franklin staying in Michael's guest room
Setting up Michael's podcast studio
[00:37:40] $3 Million in Revenue
Between Dan Miller and Michael Hyatt relationships alone
Can trace at least $3 million in revenue to those two
Also met Leo LaPorte, both goals from four-step formula checked off
Tested formula over and over, it worked every time
[00:40:20] The 10-Step Formula
Over time developed 10-step formula (includes four steps plus six others)
Six other steps where you don't have to wait for plan to become available
Ask series of questions that will give you next step
Email cliff@cliffravenscraft.com with subject "10 step formula" for free video
KEY QUOTES
"I've got an entire audience of tens of thousands of people and none of them have any money, and none of them will buy any of my products and services. This is why you're creating content year after year with no real income." - Cliff Ravenscraft
"Forty minutes after I published that episode, I got an email from Andy Troub saying Dan Miller is already aware of who you are, he's been having trouble with his podcast, would you like me to introduce you?" - Cliff Ravenscraft
CONNECT WITH CLIFF RAVENSCRAFT
🌐 Website: https://www.Ravenscraft.org
📘 Facebook: https://www.facebook.com/cliffravenscraft
💼 LinkedIn: https://www.linkedin.com/in/cliffravenscraft
📧 Email: cliff@cliffravenscraft.com (Subject: "10 step formula" for free video)
Thanks for tuning in!
If you liked my show, please LEAVE A 5-STAR REVIEW, like, and subscribe!
Find me on:
