Podcast

April 3rd, 2025

The Apple Cart: S2, E3: Tips for Business Growth: Live Shows, Books and Events

In this episode of the Apple Cart, I’m joined by Tim Lewis to talk about all manner of tips and tricks youbusiness growth can try today for business growth.

Tim is an author, sometime travel YouTuber and the host of two podcasts: Book Chat Live and Oh No, Not Another Live Show, where he speaks to guests from all walks of life.

Despite never mastering learning how to sell books using social media, Tim has acquired a huge array of important connections from those platforms. He’s also well-known on the international conference circuit, and loves to share his experiences and knowledge with everyone he meets.

Listen to the Interview

Why You Should Try Live Video

Live video isn’t for everyone, but it’s a medium Tim finds he really enjoys. “The advantage to live is that you generally don’t have to do as much editing as you would expect from a non-live show.

“So you can actually create more content if you go live. The great thing about live is when your guests bring their audience with them. For instance, if they have a really engaged community, the members come along to listen. You feel like you’re talking to them.

“And live video used to be great for reach. It’s not the case so much now, unfortunately. Because the platforms don’t promote them in the way they once did. It’s still a great marketing tool though.”

Attending Conferences for Business Growth

Tim and I met back in 2016 at a marketing conference in Edinburgh, and he’s well-known on the international event circuit too. But why does Tim go to conferences and how can they help with business growth?

“Well, I started off going to events for the learning, but the real reason I like events is to meet people. Also, it’s a way to get into solo travel now. For example, if I decide to go to San Diego, that’s one thing. But if I decide to attend an event, that makes it worthwhile.

“Plus you can usually start conversations on social media with other attendees before you even get there. And when you’re self-employed, it’s good to connect with people who have had the same experiences as you.

“I’ve been to so many conferences now that I probably don’t learn much. But being able to connect with that community of people who are trying to make money online is important.”

business growth

Why Should You Write a Book?

As the author of seven books, Tim has some thoughts on the benefits of writing one yourself: There are two groups of people who make a lot of money from books. First, serial book creators, usually in fiction. They write a whole series around the same characters and publish them quickly.

“So they make money because if people like one book, they’ll buy the others. They tend to make decent money, and have loyal fans. Maybe they use Facebook Ads to help, and they almost always self-publish, so they retain some control.”

Second, there are people who write business books: “If you have a topic you want to be seen as an expert in, having a book gives you credibility. Because you literally wrote the book on it. But where people go wrong is in assuming they’ll make money from it.

“You won’t, and a book often comes further down the funnel than people think. But look it another way: you speak in front of 1,000 people. You print out 500 copies of your book and give it away. If even two or three are impressed enough, they’ll hire you to deliver your premium services.”

Strategic Podcasts for Business Growth

Much like with a business book, Tim believes that podcasts should come further down the marketing funnel. “The problem is that every so often, someone with a huge following starts a podcast. So all their followers listen in and it goes to the top of the charts.

“And then people assume that the same will happen to them. But it’s not a growth tool. Because the most active podcast listeners listen to five or six shows. So for them to listen to yours, they need to drop one of those six.

“On the other hand, a podcast is a conversion tool like no other. You feel so much more intimately connected to the host. So if you use it for converting existing followers into customers rather than audience building, it’s fantastic.”

Timestamps

  • 02:25 – 04:48: What Tim likes about the live video format for content
  • 08:20 – 12:24: The tech you need to get started with video creation
  • 13:30 – 15:54: Why Tim goes to lot of business conferences
  • 17:30 – 22:20: The conferences Tim recommends
  • 24:04 – 31:14: Why Tim recommends writing a business book
  • 35:00 – 37:17: Using a podcast strategically

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