Hi Reader!
Summer mode is in full effect over here, which means our days are a mix of basketball camps, futsal, swimming, World Cup games on the TV, and the ongoing effort to convince the kids that YouTube and video games are not the only available forms of entertainment.
They are also managing their summer “jobs,” caring for neighbors’ plants and pets while people are on vacation. They've taken great responsibility in funding their own cello lessons, plus earning a little spending money, but it also means there are keys, garage codes, feeding instructions, watering schedules, and reminders upon reminders.
Alright, on to podcastey things...
There's a BIG difference between publishing content and using your content strategically.
Because at some point, you've got to stop checking whether an episode published, and start asking, “Did this create movement?”
Thinking Like a CFO...
This week’s newsletter brings together two recent episodes of Podcasting for Financial Professionals.
One features Nick Jain, where we explored CFO-level thinking, better decision-making, waste, systems, marketing investment, and the difference between immediate sales and long-term business development.
The other is a solo episode from me about why your calls-to-action may not be converting.
The deeper connection is this:
Your content should be examined the same way you would examine any meaningful business investment.
Where is the waste?
Where is the friction?
Where is the unclear handoff?
Where are people paying attention, but not taking action?
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CFO-Level Thinking for Small Business Owners: Marketing, AI, and Smarter Growth
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For busy financial professionals like you, this gap is easy to miss. You are serving clients, leading a firm, managing compliance realities, and trying to stay at the top of your game.
You may not have the time or mental capacity to step back and evaluate whether your content is truly connected to your business goals. That's where I come in 😉
No Engagement? What Gives?
Your call-to-action should not be something you tack onto the end of an episode because your favorite show does it.
A strong CTA is a bridge between the listener’s current state and their next best step with you.
When CTAs do not convert, it is usually because the ask is unclear, it's too large of a leap, inconsistent, or disconnected from the content they just consumed.
Why Your CTA Isn't Converting: How to Turn Followers into Next Step Takers
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If someone listens to a thoughtful episode about planning mistakes before selling a company, asking them to book a call may be too abrupt. A more useful next step might be a free checklist, guide, short diagnostic, or email series that helps them continue thinking through the issue before they are ready for a conversation.
The question is not, “What do I want them to do?”
The better question is:
What is the most natural next step for this person, based on what they just heard?
Big Mistake: Too Many CTAs
Many business podcasts do not suffer from having no CTA. They suffer from having too many.
🙄 Subscribe to the show.
🙄 Leave a review.
🙄 Follow me on LinkedIn.
🙄 Download the guide.
🙄 Book a call.
🙄 Share this episode.
🙄 Register for the webinar.
🙄 Buy the thing.
Each one may be reasonable on its own, but together they divide attention until the listener chooses none of them.
For a business podcast, the strongest approach is often disciplined simplicity.
Choose one primary CTA for a period of time, repeat it consistently, and make sure it aligns with your current business priority.
If you are promoting a webinar, let the podcast support the webinar. If you are growing your email list, make the lead magnet the main next step. If you are preparing for a launch, align your content around the problem that offer solves.
That kind of simplicity is not basic. It is strategic.
How to Fix This Today
Choose one of your recent episodes, posts, blogs, newsletters, or a guest appearance and ask:
- What was the business purpose of this content?
- Who was it specifically meant to move closer?
- What next step did I ask them to take?
- Was that next step clear, simple, and relevant?
- Did I give them too many competing actions?
- Do I have a way to know whether anyone took the next step?
You may discover that your content is strong, but your next step is weak.
You may discover that your CTA is clear, but the offer is mismatched.
You may discover that people are paying attention, but you have not created a low-friction way for them to stay connected.
That is not failure. That is useful information.
As we move through summer, I keep thinking about how much of life runs better when the systems are clear.
The kids know which pets need care and when. The family schedule needs structure or everything becomes reactive.
Your content is no different.
If you are creating on an endless loop, but you are not examining what that content is supposed to accomplish, it will feel heavier than it should.
The goal is not to publish more for the sake of being seen. The goal is to create content that helps the right people understand how you think, trust your perspective, and know exactly what step to take when they are ready for more.