Alex Sanfilippo, Leading with Value: The Key to Becoming a Podcast Rockstar – InnovaBuzz 469

Alex Sanfilippo

Alex Sanfilippo, PodMatch

In this episode, I’m really excited to have as my guest, Alex Sanfilippo, host of the Creating a Brand Podcast, and founder of PodMatch, which automatically matches ideal podcast hosts and guests for interviews.

Alex has worked in real estate investing and in aerospace; he started a blog and built that into a multi-author blog with more than 130 writers on it. He also recently launched, a software service for podcasters to manage the workflow of each new episode release.

In our discussion, Alex talked to me about:

  • How to focus your podcast on your dream listener (and that’s a model for focusing your business on your dream client)
  • The importance of a media pack or podcast one-sheet for landing speaking or podcast guest spots
  • Seek to be a person of value first

Wade Galt in episode 450 introduced us to Alex.

Listen to the podcast to find out more.

Listen to the Podcast

It's important to really understand who your ideal client is, and you have to be willing to say "no" if someone isn't a right fit. Alex Sanfilippo @CreatingABrand on #InnovaBuzz podcast Click To Tweet

Show Notes from this episode with Alex Sanfilippo, Founder of PodMatch

Key points and takeaways from this episode include:

  • One of the main reasons for podfade is having false expectations of what a podcast can do.
  • Podcasting is a lot of work. 
  • It’s not true that listeners can come from everywhere. You need to know how to find your ideal audience and show them that you exist. People are not waiting around or searching for your podcast that hasn’t been created and neither will they just show up the day you make it. It is up to you to get out there and do the marketing.
  • Podcasting could truly be what we expect it to be, but it’s not going to be as easy as we think it would be.
  • Having a conversation with the guest before the actual interview builds the relationship very early on. It makes the guest feel comfortable during the actual interview as well as a more relaxed atmosphere.
  • Pre-interview calls are also a power tool to filter out guests that are not the right fit for your show.
  • It’s important to really understand who your ideal client is, and you have to be willing to say “no” if someone isn’t a right fit.
  • Listen to your gut. If you have a feeling that someone isn’t a match, listen to it. Having the ability to say “no” allows you to protect the person that is your ideal client as well as your own system and the direction that you want to go in.
  • Create an avatar of your ideal client. Make it the north star of your business or podcast. Figure out if what you are doing will benefit your avatar. If not, then maybe it is not the right business decision.
  • PodMatch works like an online dating app. It matches and connects ideal podcast hosts and guests for interviews. 
  • Timing in business is the most important element. “42% of a business’ success is determined by the timing in which it starts or launches.” – Bill Gross
  • It all starts with your one-sheet. It’s important to do a really good job on that.
  • Make sure to have a really good photo of you, not a selfie.
  • When filling out a guest form or creating your one-sheet, make sure that you fill out the questions really well. Make sure that it has a focus and that people can tell what you’re trying to do. You’re doing most of the work for host by doing these things. 
  • The first thing you have to do when pitching yourself on a podcast is to lead with value. Leading with value first is the most important thing.
  • Be truthful. Don’t say that you’ve listened to an episode if you really haven’t. If you actually listened to an episode, point out one thing that you liked about it. 
  • Lack of system and organisation is also one of the reasons for podfade.
  • PodcastSOP is a project management system strictly for podcasters. It helps podcast hosts release their episodes by having a full-launch checklist that they could design or use a template, and finish through as they assign things to themselves or their team members.
  • There are lots of tools available in the digital world. It takes a lot a self-discipline to engage with all of them and figure out which ones are the right ones. It’s all about finding your system and what works for you.
  • Pre-interview calls or talking for 10 minutes before hitting record goes a long way into building that relationship.
  • Following-up and staying in touch with your guests or the host of the podcast you’ve been on can lead to a lot of different things.
  • We grow close to people we have experiences with. Podcasting makes a really good platform for doing business together. 
We grow close to people we have experiences with. Podcasting makes a really good platform for doing business together. Alex Sanfilippo @CreatingABrand on #InnovaBuzz podcast Click To Tweet

The Buzz – Our Innovation Round

Here are Alex’s answers to the questions of our innovation round. Listen to the conversation to get the full scoop.

  1. #1 thing to be more innovative – Practice creativity. Creativity is a choice. It’s a muscle. It’s not something that someone is born with and someone isn’t. You might have a natural tendency to be more creative but the art of becoming creative is a disciplined practice.
  2. Best thing for new ideas – Listen to your ideal customer. Go back to them and learn more from them.
  3. Favourite tool for innovation –  TextExpander
  4. Keep project/client on track –  Design something that is easy to follow. Simplicity is the ultimate sophistication.
  5. Differentiate – Be human. It does require doing things that don’t scale but it’s one of the most helpful practices that anybody in business can do. 

To Be a Leader

Seek to be a person of value, not a person of profit. If you lead with value first, you’ll find that you’ll leave a longer impact and be more fulfilled in the process. Profit is a by-product of value that you add to people’s lives. Aim to give value from one person to another. What you wish you can do for all, do it for one person, and everything extends from there. 

Reach Out

You can reach out and thank Alex through his website.

Suggested Guest

Alex suggested we have a conversation with Rob Fitzpatrick, author of the Mom Test. So Rob, keep an eye on your inboxes for an invitation from us to the InnovaBuzz Podcast, courtesy of Alex Sanfilippo.


Cool Things About Alex

  • He started his first business at the age of 10, selling used golf balls in their neighborhood.
  • He’s a Certified Management Accountant.
  • He was a Team Captain/Coach for the All Nations Soccer League. 
Seek to be a person of value, not a person of profit. If you lead with value first, you'll find that you'll leave a longer impact and be more fulfilled in the process. Alex Sanfilippo @CreatingABrand on #InnovaBuzz podcast Click To Tweet

Listen to the Podcast

Jürgen Strauss

Dr. Jürgen Strauss is The World's Best Human-Centred Podcasting Coach and the only Podcast Innovator with the signature bright yellow headphones, who masterfully crafts human connection for high-impact achievers in a vibrant community. You can find Jürgen on LinkedIn, The InnovaBuzz Podcast, The Flywheel Nation Community as well as on Innovabiz' InstagramTwitter, Facebook pages and his personal Photography website.  

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