How To Find, Pitch and Beat Gatekeepers To Book Big Influencers For Your Podcast with Larry Peacock

Mr. Larry Peacock, was a student on my Concept to Course program. 

We talk about how he has managed to get influencers to come on his brand new podcast and the strategies he uses to find, pitch, and book them while avoiding the big scary gatekeepers even when he doesn’t have a big name or audience himself.

Resources:

• sarahcordiner.com/starterkit

VIDEO TRANSCRIPT

Intro

Hello, and welcome to this episode of the Course Creators Podcast. I’m Sarah Cordiner, your host. And today I have a wonderful guest with me a Mr. Larry Peacock, who has been working with me on some of my programs attended my Concept to Course program being in and out of the Academy, but also is hitting some massive, big tins himself. Um, having moved on up to getting his own podcast out to the world that helps Course Creators as well. Um, and we’ve got some really cool things to talk about today. Hi, Larry.

Hi, how are you doing ma’am? Thank you so much for having me on it’s a absolute honor.

Larry’s Background and His Passion For Veterans

And Larry, before we jump in, um, can you just tell us a little bit about your background? Because one of the things I love about what you’re doing, um, is working with veterans. Um, my husband’s a veteran. He, um, he fought in Afghanistan as did my father-in-law and than a number of men in my family as well. So very close subject to my heart. My I’ve been delighted to work with you on your podcast as well.

Thank you.

Um, can you tell us a little bit about what you do and how you kind of got into where you’re at?

Absolutely. So I’ve served in the military, I’m in the army. I’m actually still currently currently serving as an army engineer officer with the, uh, army national guard in Florida and I’m transitioning. But anyway, so I’ve been in for 10 years and so I’ve always had this heart for military veterans and as I transitioned out of the military. I’ve wanted to step into a role of, of helping military veterans with their transition from military to the civilian world. So, um, I’m a real patriotic guy. Every time you see me, I always got a flag. Uh, I even have a anyway, I have a flag with me everywhere I go. Um, I’m just really all about that. Um, serving military veterans, serving my, my fellow comrades. So I did the Veterans Online Summit in 2019, and that was one of the biggest things, uh, that kinda put me on the map is, uh, where I was able to get all these amazing people. Uh, two Comma Club winners and whatnot.

And it was pretty easy to be honest because I, I said, “Hey, you know, I’m wanting to help military veterans start an online business.” So, um, that was like my first foray to that. And then, um, you know, life happened. I took, it, took a break and, uh, and then I came into your Concept to Course. And really enjoyed that. And, and got into that. And then I had this opportunity to start a podcast, which I had never done. And so that’s where I’m at right now. Sarah is launching this podcast, which I’d never done before. Launches on February 15th. And again, um, I’m just not afraid to ask the big questions to ask the big names. Um, if you don’t ask nothing will ever happen. And so, I mean, I guess that’s my little secret. But I’m not afraid to ask. And I’m just thankful when I do.

I, and this is what I, um, I’ve just loved watching you soar, particularly in the last sort of couple of months at the time of filming this right now is. Um, you know, you were just kind of cruising along doing your thing and then boom, you were like dropping it, like it’s hot. Like there are, there are names on your Facebook feed right now that I’m like, “Dude!” We’re talking big wig names. You’ve got the big people. You’ve got these big influences that are basically have agreed to come on your podcast. Which is amazing! So by the way, huge congratulations and kudos to you for getting these names that have agreed to work with you.

How he gets the big wigs to work with him; being a newbie

Now, people listening to the program today. Um, uh, you know, very similar situation to you. They’re starting something new. You’re starting your podcast, other people are starting their programs. I know you’re in the process of developing a program or two at the moment as well. Um, and they’re kind of going, you know, who am I to make any kind of influence. You know, I’m nobody yet. I have no influence. Nobody cares who I am. No, one’s going to work with me until I am a multimillionaire two Comma Club award winner, blah, blah, blah, blah, blah. But you have managed to score these big names to come and look on your podcast. Um, how can somebody and H how have you done this? This is what everyone wants to know. How can somebody else do what you’ve done and, um, get these big names to come and work with you.

I think one key component to it is having a mission. And what I mean by that is. Yeah. I have a mission to help people to teach them how to create online courses, but attached to that mission is I’m helping military veterans. So, uh, if you’re wanting whatever you’re wanting to do, attach a mission, that’s, you know, social, uh, social. Uh, I don’t know what that word is, but, um, where you’re wanting to help people. Whatever, you know, it could be anything. A nonprofit. Um, and people are gonna, you know, they’re attached to that and they want to, they want to help.

And so, uh, that was, and I, again, none of the thing that I do Sarah, is I always start off with one person. I get my first person, who’s a big name. And sometimes it might take me a little bit to get that first name. But then once I get that gentleman or that woman, I go onto the next person. I say, “Hey, I got this person. Would you come on?” And, and so I start to use that leverage of getting these big names and, uh, and then I’ll put a collage and, uh, of, of big names and their pictures and everything and saying, “Hey, I got these people you, you want to join?” So it’s kind of like, they’re like, yeah. You know, cause everybody wants to, you know, kind of rub elbows with the top. So that’s really how I’ve been able to do that.

How to reach out; avoiding gatekeepers

And did you reach out to these people by email? If so, how did you get their contact details? You’re using social media to access these people? I mean, how is it that you’ve been able to kind of break that, um, the gateway or these people have EAs… You know my, my EA, certainly like she’s a force to be reckoned with. You’ve got the army, I’ve got civil, um, how do you get through the gatekeepers?

Well, yeah, exactly. Uh, so one thing is I join their Facebook groups, right. And, uh, I’d be, I become highly engaged in their Facebook groups. So I put myself out there. I’m not afraid to put myself out there. And then, um, I will when the opportunity to rise is, um, I will send them a private message and I’ll comment on a public post saying, “Hey, I just, I thank you for all you’re doing, you know, uh, and I’d sent you a quick message. Can you check it out?” And that right there has helped. Um, and again, I always attach my mission to help wanting to help military veterans. Uh, but this latest one that happened that just blew me away was that this whole Clubhouse. New Clubhouse platform, right? I’m still not into it as much by just got into it. And this one just… I was in a clubhouse meeting and this guy named Danny introduced me to Dave and Philippe. Dave and Philippe are the automations team experts who did automations for the KBB. For Tony Robbins, Russell Brunson and Dean Graziosi. They did the whole automations for the entire event and created, uh, over $13 million in 12 days for this event.

And so anyway, um, Danny introduced me to Dave, right. And I. I couldn’t believe it. And so I just straight asked Dave, I mean, he was in the Clubhouse. He was literally in there. And so I said, “Hey man! When you get a moment, I would just like to connect with you offline.” You know… Sure. And then Dave actually messaged me and reminded me that I wanted to talk to him. Gosh. Yeah. So when he reminded me, I was like, yes, sir. I do have a question for you. And then it happened. And I had just interviewed them yesterday.

That’s incredible. I did not. I kind of love this. Um, this is I, this is really interesting dynamic that’s created in these clubhouses. Because you know, these guys don’t want to look like douche knuckles in front of a whole room of people. And so if, you know, if you’re lucky enough to raise your hand and get picked to sit up and speak inside a Clubhouse, you know, you don’t, um, and your, you know, your question is, “Hey, JT Fox, like, can I interview you on my podcast?” But he is not going to want to look like that douche bag that says no to you in front of all those people.

That’s a good point.

It’ll check.

That was the, so that was the Knowledge Broker Blueprint. Just remembered it. Knowledge Broker Blueprint. Guess how many attendees they had? Almost 700,000 attendees.

700,000 attendees. Yes. In an online summit…

Yes. And they were running the automations for this, and they had to have in the podcast interview, you will learn, they had to have four platforms to manage. And their greatest, their number one secret to creating a profitable online course was preparation. And they, they were. They’re anticipating all the breakdowns that were going to happen. Cause they knew it that they wouldn’t all four platforms crashed during the event, but they, they anticipated that. I mean, it was just a massive, massive event. 700,000 people anyway, talking to you guys. They’re tremendous. So yeah. What a fabulous opportunity.

In the world to have, isn’t it like? Oh no, we have so many signups. We need to have more platforms. Like I would love to it to be a problem I had to deal with.

Yeah. Yeah. I’m launching my podcast and they’re launch partner, actual launch partner. I’m like. And I’m like asking them to message their database and they’re going to do it. I don’t know. I don’t think their database is the actual 700,000. Who knows what these automation guys have. But they’re going to help me out. And I’m just like, “Oh man, what’s going to happen on the 15th?”

Overcoming the fear of rejection

Exciting. Just goes to show isn’t it like all of us kind of sit back and are so afraid of what will people think of us? You know, what, if we do get rejected and somebody says, no… You know, what If they don’t? This is the craziest thing. I genuinely started my business um, in Australia. So I left my business behind in the UK. Didn’t realize you could sell one back at the time. I walked up to Australia with a suitcase. I had no mobile phone, no laptop, no friends, no connections, like and barely any money at all. Um, and I had built a seven-figure business within months. Um, and it was purely because I was like, I literally, I’m not going to eat tomorrow. I have no money. I have no job. And so I was the same I was like, I, I don’t care how many times people say no to me, because like that’s better than like, at least I’m working towards getting a meal. And it was the same.

I just went, “If I knock on enough doors…” I went through the city of Perth and I just went into every single high-rise building and asked if I could speak to the training manager or the HR manager or whoever was running their training. And I was like, do you know how many times I got the door shut in my face?

Yeah.

But within weeks I had a contract, right? I went to the…

You have to ask.

Yeah. Went to the convention center and I was like, can I be a speaker? Can I be a speaker? Can I be a speaker? I literally annoyed them to the point where I’m surprised I never got the shuffled out the door by security. Eventually, they went, right? Sure. Of course, you can be a speaker. Boom! Contracts, right? You have to ask if you don’t, you don’t get. And I always say to people, you know, if there’s a big summit that you want to be a speaker on like maybe looking enviously at all these pictures of the speakers’ heads on summit promotions. And you’re like, why is my face not there? Go and put your face there. Like, make them tell them you’ll do anything to put your face there. You’ll be amazed how many times they say yes. Right?

Absolutely. I want to it, can I tell a story, a brief story, because I think it will resonate with your listeners. So I don’t think you know this, but I used to be a professional dance instructor and I owned the ballroom. I traveled the world and taught dance, trained for dance. And this is how I S this is how I started, Sarah. Um, When I started learning how to dance, I was in my mid-twenties. So I wasn’t young. I had no dance background whatsoever. I was a musician. Uh, prior as a jazz musician. Played the piano and trombone. And I did all of this. Anyway, I loved, loved jazz. And then one day I went to a concert to watch my buddy play and all these people were dancing to the music. And I didn’t know that you could dance to the jazz music that was playing. I was like, you can do this. And I fell in love with it. I fell in love with it so much that I quit playing the music and I just started dancing.

Well anyway, I really got good at it super fast that within less than a year of learning, I decided I’m going to go ahead and start teaching. Well, the community got really the, the instructors and their community local community got really upset that I was teaching. They were like, “You’re not good enough! You just started less than nine months ago. How do you think you could teach? We’ve been doing this. We’ve been teaching for years. Why are you teaching?” I’m like, and I didn’t care. I said, I said to them, I feel like I’ve learned something for nine months. So you know what I’m going to do. I’m going to go out and teach people who don’t know how to dance at all. I’m going to teach them what I learned. But here’s the moral of the story is I got so good. I got that much better at dancing because I was teaching others how to do it. And I had to break down step-by-step my process. Because I had to make sure they knew how to do it. And so it got me better at dancing.

Anyway, those, those people in the community that didn’t believe in me and what I was doing, I bypassed them very quickly to the point where I grew the largest partner dance in the Pacific Northwest of America, where I lived. And it was just because I, you know, I had this belief that I could do it, that I could teach it. And then I was going to go. So anyway, I always tell that story to people that if you’re looking to, if you want to start teaching and there’s all these gurus and experts and you’re like, you don’t feel like you’re good enough. Just go out there and find people, start teaching them for free. Yeah. If you want, you know, and find people that don’t know how to do what you do and teach them and that’s how you do it. That’s how you get started. You gotta start somewhere.

So, and that, yeah, that goes straight back to actual theory. The cone of learning, the actual theory of learning is that, um, you know, if you’re just listening, you only take in 5% of the information. If you are listening and doing, you know, you’re taking, you’re taking a bit more. Uh, we get all the way right up to listening and doing and implementing. And then right at the very top of the cone of learning is teaching. So if you start teaching what you’re learning, you actually need to be up to 95% of what it is that you’re being taught. So it’s a genuine learning style that it really enhances how much, how much you keeping your mind. And then obviously, you know, you say you then find your own way of doing it.

I certainly didn’t invent curriculum design, teacher training. Right. But I haven’t built an entire business on it by looking at it and going, well, how do I interpret this? And how do I then regurgitate it to other people in my own unique way, my own unique methodology. And yeah, this is one of the great successes of what I say is online learning and becoming an educator of your own.

It doesn’t matter how many other people are teaching what we teach the topic. Right. It’s how we teach it. Um, it’s the, it’s the step-by-step model that we use that I’ve always thought about. I’ve created the 10 steps to creating an online course. You know, that it’s my method. Right? Isn’t it. It’s um, it’s and that’s all, all of us all need to do is kind of look at our topic and go, if I was going to explain this to a fourth-grader, what would be the steps that I walk them through? Boom! There’s your model straight away.

them very quickly to the point where I grew the largest partner dance in the Pacific Northwest of America, where I lived. And it was just because I, you know, I had this belief that I could do it, that I could teach it.

How to start teaching even if you don’t feel like a guru by finding your niche

And then I was going to go. So anyway, I always tell that story to people that if you’re looking to, if you want to start teaching and there’s all these gurus and experts and you’re like, you don’t feel like you’re good enough. Just go out there and find people, start teaching them for free. Yeah. If you want, you know, and find people that don’t know how to do what you do and teach them and that’s how you do it.

That’s how you get started. You gotta start somewhere.

So, and that, yeah, that goes straight back to actual theory. The cone of learning, the actual theory of learning is that, um, you know, if you’re just listening, you only take in 5% of the information. If you are listening and doing, you know, you’re taking, you’re taking a bit more, uh, we get all the way right up to listening and doing and implementing, and then.

Right at the very top of the cone of learning is teaching. So if you start teaching what you’re learning, you actually need to be up to 95% of what it is that you’re being taught. So it’s a genuine learning style that it really enhances how much, how much you keeping your mind. And then obviously, you know, you say you then find your own way of doing it.

I certainly didn’t invent curriculum design, teacher training. Right. But I haven’t built an entire business On it by looking at it and going, well, how do I interpret this? And how do I then regurgitate it to other people in my own unique way, my own unique methodology. And yeah, this is. One of the great successes of what I say is online learning and becoming an educator of your own.

It doesn’t matter how many other people are teaching what we teach the topic. Right. It’s how we teach it. Um, it’s the, it’s the step-by-step model that we use that I’ve always thought about. I’ve created the 10 steps to creating an online course. Hmm. You know that it’s my method. Right? Isn’t it. It’s um, it’s and that’s all, all of us all need to do is kind of look at our topic and go, if I was going to explain this to a fourth grader, what would be the steps that I walk them through? Boom! There’s your model straightaway.

Yeah, exactly. And again, I mean, I love that. How you said a fourth-grader. They it’s gotta be simple. Right. It’s gotta be something simple that they can understand the concepts that, of, uh, of what you’re teaching.

Outro

Yeah, it’s so good. Well, look, Larry, it’s been amazing to have a quick chat with you today. Some nice little tips that people can take away there. Perhaps, you know, just have some courage and go out and reach out to those influencers. Um, Larry, I really wish you the best with your upcoming podcast launch. Do you just want to remind us, uh, our listeners today of your new podcasts they can go and subscribe to as well.

Absolutely. If they just go to the highticketonlinecourses.com. That’s the name of the podcast. High Ticket Online Courses and what our podcast is is we go out and we interview online course creators, and we just break down the structure of the, of the courses that they’ve already created. And we also dive a deep dive into their their structure into, uh, getting into their high ticket offers.

Amazing stuff. Thank you so much. It’s been great to have you here, Larry and wish you all the best with your new podcast launch.

Thank you so much. Bye, everybody.

Bye for now!