For the average consumer, getting professional, dependable advice usually means seeking out a consulting firm – and paying the subsequent fees, of course. But just where do the veteran consultant companies, experts and top 1% go when they themselves have unanswered questions?
Well, to Michael Zipursky.
Author of the Amazon Best-Seller, The Elite Consulting Mind, Michael Zipursky is also the CEO and Co-Founder of Consulting Success. A veritable legend in the consulting world, Zipursky has over 18 years of experience in the game and has worked as a consultant for mega corporations including Panasonic, Financial Times, Dow Jones and Sumitomo. Even more impressive, he has helped over 300 consultants from around the world add six and seven figures to their annual revenue. As if all that wasn’t enough, his weekly consulting newsletter has an audience of over 33,000 readers!
So, why is this important?
Aside from being astoundingly business savvy and an expert at lead-generation, Zipursky is also the host of the wildly popular podcast Consulting Success. But it’s more than just your average run-of the-mill “how-to” show. As Zipursky puts it, “We’re going much higher level than that.” Through well-constructed interviews and narratives, Zipursky conducts an exploration into the top 1% of the wealth bracket. By sharing the stage with some of the world’s highest-performing consultants, he gives his audience access to the strategies and consulting processes of the world’s elite.
But just what is it that makes his show unique?
According to Zipursky, “These days a lot of people talk about consulting, but when you really look at what they are doing, they’re focused on coaching or working with consumers…which is great, it’s just not the area we focus in on. We’re focused on helping consultants, experts in their own right, grow their business with other established organizations – not consumers.”
This last part is critical.
While there may be an abundant amount of listening options available to consumers interested in learning consulting or seeking professional counsel, there are far fewer that target other consultants as their core audience. Think of it like a group of concentric circles; Zipursky is concentrating his focus into a tighter and tighter niche group of people. This strategy is advantageous for two reasons.
The first is that it plays to Zipursky’s strengths. Consulting Success is rooted in the idea of helping businesses with proven track records grow their annual revenue, right? That means that in Zipursky’s case, it’s more advantageous to have a smaller, selective audience that’s already embedded in the consulting world, rather than a larger, broader net of new players. Thus by being specific in choosing his audience, Zipursky set his podcast up to offer very specific niche content – his bread and butter.
The second reason this strategy is beneficial is that it allows him to add value to his professional relationships. By putting himself in contact with the top tier consultants of the world, Zipursky breathes new life into his existing business relationships by being able to offer fresh insight, a more expansive network, and potential new contacts for clients.
With all that expertise and such an impressive track record, naturally we had to ask – why start a podcast at all? What was the allure?
“I really did it out of curiosity,” Zipursky says. “For me it’s a great learning experience. I love asking questions, listening, just learning in general really…there’s a selfish component to it. But more than that, it was a way to add value to the community. The consulting business is a relationship business.”And clearly it has paid dividends, as Zipursky proudly notes, “I can certainly say that is has helped our business.”
So, just what would the professional consultant advise to new podcasters thinking of making the leap?
Here’s what he had to say:
1.) Do It… As Long As You Enjoy It
“Podcasts are great, but it’s not the only way to do something.” Wise words. AtBrandcasters we are geared towards helping you create the smoothest possible transition into your own podcast experience. However, Zipursky brings up a valid point. Before you make the decision to start a podcast, do the research. Don’t neglect the fact that at the end of the day it takes work to host a podcast.
2.) Play to Your Strengths
“Maybe someone is a really talented writer, or they prefer speaking on stage, or editing videos…whatever it may be, it’s essential to play to your strengths.” Regardless of what platform you decide to utilize, make sure that it plays to your strengths as a content creator.
3.) Identify Your Ideal Clients/Community
Where is your audience? Who is your audience? Zipursky brings up a great point here – if your target audience is not on YouTube, then it wouldn’t make sense to create a YouTube channel to try and garner their attention. The same holds true of podcasting. Before you decide what medium you’ll use to push your content, you must first identify who it is you’re trying to reach and where they are most likely to be found. Do the research before you jump into anything. Let the facts help inform your decision and go from there.