Finding good clients is getting tough, as AI tools make editing seem less valuable.

While podcasting professionals can clearly tell the difference between human and AI edits.

Many novice clients can’t tell, or can’t be convinced that it matters.

AI tools have lowered the barrier to entry. And their marketing has convinced many clients that editing is now a task they can do themselves.

This has put pressure on jobs, especially at the lower end of the market.

Despite that, many editors are thriving by targeting higher end clients.

High end clients who are looking for more than just editing services. And are looking for professionals who can help them grow their podcasts/brands.

This pivot isn’t for everyone. But those who embrace are seeing clients stay longer, pay more, and be happier with the results.

In short, clients who are truly happy to be paying more. So what is the change these successful editors are making?

The difference is that these editors are ‘outcome focused’. While most editors are ‘output focused’.

Most editors are ‘output focused’. They focus on the quality of their deliverables. They get client feedback, and revise their work until it meets their expectations.

But then the client stops reaching out to them one day, and they’re left scratching their heads.

That’s because clients are ‘outcome focused’.

For business clients that means more traffic to their business.

For media or personal brands, that means views, downloads and subscribers.

It pays dividends to know how the client is feeling about their outcomes. Then to take steps to influence that feeling.

Or you risk getting blindsided if they stop contacting you or don’t renew your retainer.

How to find out what outcomes a client cares about?

You can find out about the outcome your client’s cares about in an initial strategy call. Then follow up on that outcome with monthly/quarterly check ins.

Many client’s don’t know how to ask for this, and so it can be valuable to simply include it in your package.

For client’s interested in downloads, views, subscribers.

• This info is stored the podcast hosting platform.

For those interested in traffic to their business.

• That can be found from their website analytics (WordPress, Wix, Google Analytics).

The client will often not understand the metrics. So your analysis of what it means is very valuable.

How to make more money using client outcomes

The highest tier editors are not simply keeping track of outcomes. They’re actively influencing them.

Clients don’t know nearly as much as you do about what influences podcast success.

Your strategy call is the perfect place to propose upsells to improve their numbers.

These upsells are best setup as experiments.

Where you and the client together experiment to see what nudges their numbers. That way you’re not on the line if it doesn’t make a meaningful impact.

And again, these are fantastic opportunities for upcharges.

Here are some ideas for upsells, paired with the client problem they can address.

Some of these can be done efficiently using software tools. I’ve put an asterisk next to these.

Problem -> Upsell

• Problem: Client is not getting enough viewers because of a low click rate?
  • Upsell 1: A Custom High Engagement Thumbnail
  • *Upsell 2: A report on popular topics from SEO keywords
  • *Upsell 3: Short form content to promote their brand
• Problem: Client is not getting enough viewers because of low watch time?
  • Upsell 4: An Attention Grabbing Hook
  • Upsell 5: Text animations to visualize client’s topic in the first 3-5 mins
• Problem: Client’s viewers aren’t going to their web site?
  • Upsell 6: A well-produced call-to-action to the client’s website/product
• Many more…..

Happy editing and solving for client outcomes!

Subscribe below to read more on growing your editing business!

Image Credits:

Robot shaking hands – by freepik.

Videographer by DC Studio on freepik.

Background by rawpixel.com