In This Episode:

* How Rebel Therapist podcast host Annie Schuessler found her voice as a podcaster—and how her show has evolved over time* How she plans her content for her podcast and selects the guests she’ll have on the show* Why she decided to start pitching other podcasts to have her on—and the process she uses to do it* The techniques Annie uses to break through the fear of asking to be on other podcasts

The number one way I’ve built my audience might surprise you.

It’s NOT through especially useful or creative content. It’s not through some top secret ad targeting strategy. It’s definitely not through social media.

It’s not even through this podcast.

The number one way I’ve built my audience is by borrowing other people’s audiences.

When I had a craft and design blog, I borrowed other people’s audiences by doing extensive write ups on makers I loved—who then enthusiastically shared that write up with their audience.

When I started doing more business coaching & education, I guest posted on big name online marketing sites and their readers followed the links back to my site.

As time went on, I borrowed audiences by appearing on podcasts and speaking for free. And of course, I borrowed the audience at CreativeLive for years—which is a move I still benefit from to this day.

There are other ways to grow an audience—things like search engine optimization, PR, and—of course—advertising. But even at the heart of these tactics is the strategy of borrowing audiences from other sources.

Now, even though borrowing audiences is something that I know works for me, I all too often forget to build that work into my plans.

During our last What Works Network virtual conference, sales strategist Allison Davis shared that it’s the only way she’s working to grow her audience. Sure, she has some social media presence but her core strategy is borrowing other people’s audiences.

Once Allison shared that, it became a hot topic of conversation: how do you borrow someone’s audience? How do you get in touch with the people who have the right audience for you and your work? How do you make the most of these opportunities?

Today, we’re answering a bunch of those questions with Annie Schuessler from Rebel Therapist.

Annie helps therapists and other healers move their businesses beyond private practice. She has her own podcast—also called Rebel Therapist—and we talk about how hosting her show has helped to use her voice.

But we also dive into how Annie has been borrowing other people’s audiences all year long through a podcast tour, a concerted effort to pitch other hosts and appear on other shows.

Not only has her tour been successful—but it’s helped create incredible results in her business, like overselling her last Create Your Program group coaching offer.

We talk about how Annie finds shows to pitch, the research she does to pitch them, how she tracks her pitching, and how she’s overcome the fear she first felt when getting started on this project.

Now, let’s find out what works for Annie Schuessler!

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