Ep 171: How to Build An Impact-Making, Money-Generating Podcast [with no sponsors!]

If you have a podcast, want to have a podcast, or you’re starting one, this episode is going to be incredibly helpful for you! I’m getting into the nitty-gritty details of how to create a successful podcast and why it’s so beneficial to your business. Let’s jump in!

 

 

 

 

In This Episode Allie and Michelle Discuss:

  • The importance of podcasting

  • Podcasts & sponsorships

  • Promoting your own products with your podcast

  • Creating a movement with your podcast, not just a business

Mentioned in this Episode:

Instagram

Courses (Use the code PURPOSESHOW for 10% off!)

The Purpose Show Facebook Community

Ep 006: How I Got My Husband Out Of His 9 To 5

EP 105: Simple, Stellar Style: Everyday Wear Must-Have’s

Podcasting Confidence 

 
 

Everything that you need to have a wildly successful podcast with a raving, loyal fan base. This course is going to give you such a head start to the success you deserve.

Instead of figuring out everything yourself the hard, expensive, time-consuming, discouraging way, you get all of the step-by-step guidance and secrets from two experts in the field.

We did not hold back on anything! You’re getting everything there is to know.

 

Mom life. We’re surrounded by the message that it’s the tired life. The no-time-for-myself life. The hard life. We’re supposed to get through it. Survive. Cling on by the last little thread. And at the same time, Carpe Diem—enjoy every moment because it’s going to go by so fast. The typical mom culture that sends us all kinds of mixed, typically negative messages. We shouldn’t take care of ourselves; it’s selfish. The more ragged you run yourself, the bigger your badge of honor. But also, ditch your mom bod and work out. Don’t yell. Make more money. Show up. Be better, but not at the expense of time with your kids. I am putting a hard stop to all of this. While being a mom, running a business, and whatever else you might have going on is hard, it is a lot and there’s lots of giving of yourself, the idea that motherhood means living a joyless, nonstop-hustle-with-zero-balance kind of life, where you give and give and give and never take, needs to stop. 

I’m on a mission to help you stop counting down the minutes till bedtime (at least most days). Stop the mom guilt and shame game. Stop cleaning up after your kids’ childhood and start being present for it. I want to help you thrive in work, home and life. I believe in John 10:10 that we are called to living an abundant life and I know moms are not excluded from that promise. Join me in conversations about simplicity, some business and life hacks, spirituality and lots of other good stuff that leads to a life of less for the sake of enjoying more in your motherhood. I’m Allie Casazza and this is The Purpose Show.


Hello friends! We’re going to get into some nitty gritty today. If you have a podcast, want to have a podcast, or you’re starting one, this is going to be incredibly helpful for you. This content is actually what I taught when I spoke at the Blissdom Women In Business Conference in 2019. I’m super excited to bring this teaching to you today!

Here’s the thing. There are a ton of podcasters out there, right? Podcasting today is what blogging was ten years ago. Everyone had a blog. And then blogging began to dissipate a little bit. 

There are still people killing it at blogging. I still blog a couple of times a month. But podcasting has really taken over and become the new thing.

And what’s more important to pay attention to than just the trends of what other people are doing is to actually pay attention to where our high-powered, high-influence companies are investing their money. And they’re investing their money in podcast platforms. Spotify is investing a lot of time, a lot of energy, and a lot of money into the podcast part of their platform. 

I can go on and on about this, but just know there’s a lot of money being invested into podcast platforms. Podcasting is where it’s at. And I think it’s going to be reigning for a really long time. I think podcast is going to reign the online business world for a long time. 

Focus more on the data behind this. Do your own research by all means. Find out the actual data. Look at the analytics. Look at what’s really happening. Follow that when you want to know which way you should go and what you should do. 

It’s not that blogging is completely dead, but I do think that it’s dying out a bit. I think it takes a lot more smarts and energy to have a great blog nowadays. And YouTube is still certainly killing it. Video is winning everything; you should always have video in your business. 

But in terms of what I call your “queen content”—your main, regular, consistent, free content—podcasting is a phenomenal choice for sure. And we want to look at that data. We want to know that we’re making an educated decision about what is going to really give us the most bang for our buck in terms of our time creating, right? 

Not only are there a ton of podcasters out there but there are a ton of podcasters who are using sponsorships to monetize their podcast. Not everybody wants to do this. It takes quite a bit of regular, consistent downloads to get a sponsorship that would actually make the kind of money you’re probably wanting to make. 

And not even making $10,000 months or anything. It’s going to take time doing this for no money to build yourself up to a point where sponsorships are really funding you in a way that’s worth it, helpful, and you can have a lot of financial freedom, even in making a few thousand dollars a month. 

It’s not that it can’t happen; it can happen for sure. And if that’s really what you feel called to do, then it will happen. But there’s a lot of stress that goes in with that as well.

Just because you land a sponsor, doesn’t mean they’re going to stay with you. They want to see consistent ROI (return on investment). They’re going to want to see consistently that people are leaving your podcast and coming to their site.

For me, and this is definitely my own conviction and definitely my own personality coming into play, I’m an entrepreneur. I want to create my own ideas and sell them. I want to create my own lifestyle solutions for women and sell them. I want to call people into this new way of doing things that I have developed because I have the ideas. 

I don’t want to start a platform and build up an audience only to send them clicking away to somebody else’s website because they sponsored me for 5% of what they’re making on my audience. It just doesn’t float my boat. It doesn’t sit well with me. I don’t like it. 

If you have a business and you’re wanting to create a podcast and you’re hoping to draw more attention to your products, your services, your business from your podcast but you don’t want to do sponsorships, this is going to be wildly helpful for you. Because that’s what I did. 

I don’t do sponsorships. I get offers for them on a weekly basis, and some of them are pretty awesome. It’s not that I don’t believe in these companies; it’s not that I’m never going to do sponsorships. I don’t really say things like that. I’ve never done sponsorships because I don’t like it. It just doesn’t make me feel good at this point in time in my business.

I feel very strongly that I’m more focused on my message and my podcast is here to serve women and to draw attention to my brand as it serves women. So, getting people to click away to another platform where they can listen to audio books doesn’t feel super aligned with me. I’m building a personal brand. I’m building an empire, and I want the podcast to be a part of that. 

In my view, my podcast is the free content that I’m putting out all the time. I create programs that better people’s lives, and they’re so good. I stand by them. But I also want to have free content, like a lighter version of my programs, so that I can help more people change their lives and I can draw more attention to my brand, and I can create this movement that is helping people at all tiers of the scale—free all the way up to hundreds or thousands of dollars (or whatever the different programs cost).

That’s my view. I view my podcast as generosity. I view it as the thing I’m putting out into the world, and I absolutely deserve to get paid for that. I deserve to get sponsorships and make many, many hundreds of thousands of dollars from sponsorships for doing what I do here on my podcast. 

And maybe someday that will happen. But I just don’t do that right now because it doesn’t align with me. It doesn’t feel good. If this stops feeling good, then we’ll revisit that. 

You don’t need to lock yourself into thinking, “Sponsorships are bad. Ooh, evil. I’m never doing that!” 

Just ask yourself how you feel. What do you want? Is what I’m saying about how I feel really resonating with you because that’s how you feel, too? Let’s just start with that and make decisions based on how you feel.

Remember, in your business it gets to be easy. It gets to feel good. You get to reach your goals without having to do something that doesn’t feel good just because you need to make money. There are other ways, and I’m going to help you with that today. 

You don’t need to trade a small percentage of your revenue selling sponsorships on your podcast when you could sell your own products, your own message, and let your podcast platform be the catalyst to five-figure and six-figure months in your business. My podcast took me from middle to high five-figure months to six-figure months. It was the differentiator in that big jump for me in 2018. I started my podcast in January 2018.

The fact is you’ve got an entire podcast episode to be in the ears of your listeners. Use that time to grow your business, not to send them to somebody else’s. 

In this episode you’re gonna learn…

    • the benefits of not relying on sponsorships and how that will increase the trust of your audience. 

    • how you can promote your own products within each episode. 

    • the importance of creating a movement, not just a business. 

Podcasting is an increasing platform. It’s growing so quickly. It’s a space where creatives and entrepreneurs like us get to be in the ears of millions each week. I believe it’s the best place to grow your business. So, let’s dive in.

You guys probably know my business story. If you don’t, go back and listen to episode six. It’s probably the most downloaded episode of my show. It’s called, “How I Got My Husband Out Of His 9-5.” It really needs a better title; I just haven’t changed it because people know what to look for. 

It’s really my business story. My business had taken my family out of a really, really awful situation in our lives. We were doing well. 

I was blogging. I was doing webinars. I was going live all the time on social media. I was doing really well making up to multiple five figures every month. But I wanted to get to a point where I was making six figures and I really felt like there was something that I could do better. 

I was finding that I was getting misunderstood a lot online because when you’re writing your tone is missed a lot of the time. And if you’ve been around here for a minute you know that I’m very sarcastic and really blunt. My sense of humor is not everybody’s cup of tea and it still isn’t, no matter if I have a podcast, video, or blog.

I just wanted to be heard. I wanted to be able to communicate in a way that was comfortable for me. I was also pretty fed up with how time consuming blogging was. 

I was very intrigued by podcasts. I had actually done a couple of other podcasts before The Purpose Show. I had my own podcast when I lived in Arkansas and was starting my business. I had to record it on an app on my phone and nobody really listened to it. I wasn’t consistent. 

My life was crazy. I was starting my business. It was the wrong time to start a podcast, and I just didn’t keep it up like I wanted to. I think when something is just truly not the right time it will just fizzle out, and it did. 

Then I met Kelsey van Kirk and we started The Purposeful Home podcast together. She ended up wanting to leave and so we branched out separately and I started The Purpose Show, which I believe was the name of my original podcast. 

I was so ready this time. It was really cool how Kelsey had gotten me back in the game and had been encouraging and helpful to me. We did this whole podcast thing for a year together but then her life changed and she was feeling differently. But I was all amped up, so I just kept going. 

That point in January 2018 when I went solo and I started my own podcast was a very pivotal point in my business. That’s when I started making really high five-figure and low six-figure months. It really turned my business into seven figures a year. I already had a seven-figure business, but now it was seven figures a year. 

And it’s solely because of the podcast. I didn’t do anything different. I didn’t try any new launch strategies or anything else. 

I don’t really do that kind of stuff anyway. I just talk from the heart and know that the women that need me are going to come to me and buy my stuff. My point is the podcast started and that was the only differentiation in my business. 

Aside from that, I started a podcast because I don’t like to spend five hours on a blog post that people don’t read. The fact is they don’t read them. They skim them. 

Here I was spending all these hours blogging, even with my team and delegation, it was a lot of bandwidth and a lot of time. If I was delegating, it was money on a blog post that was perfect. It was proofread a million times, formatted a certain way, and then put out into the world only for people to skim it. I was not a fan of that. I was losing my heartbeat for blogging, for sure. 

Then also, I normally look exactly the way I do right now as I’m recording this, so video is not always the way to go. I’m supposed to record a video later today and I have to “get ready.” It’s a whole thing.

With podcasts you can sit down, you can be naked (don’t be naked; that’s weird, but you could if you wanted to), you could have no makeup on. You just sit down and talk because people just hear your voice. I just got out of the shower right now. I’ve got this serum all over my skin that’s soaking in and I thought, “Oh, well, while it’s soaking in, I’m just going to record this episode.” 

It’s so easy and it’s so much faster. All I do is sit down and record the episode. That’s the only amount of time that I spend on an episode—just the recording time—because I have an editor and my team creates the images. Even if I was doing all of that, it’s still way less time than blogging, way less. 

It’s more time efficient. I’ve got a thousand kids. I’ve got another part of my business to run. You can sit down with no makeup on and just to get the job done. 

I can get my point and my personality across way better with my voice. It’s a win/win/win for me. I love podcasting. 

I think that recording the podcast episodes is my favorite part of my job. I don’t know, maybe I just like listening to the sound of my own voice? That’s false. I cannot listen to my own podcast episodes because I don’t like the sound of my voice. 

But you know what I mean? I love sitting down, just talking, delivering value, and knowing that anyone can find this, listen to this for free and that it will bring pivots and changes to your life. I love that. 

When I switched to podcasting my revenue spiked. I also experienced massive growth. Podcasts are searchable. People find podcasts. 

People share podcasts because they listen on their phone. They take screenshots; they share your podcast. People are always asking online, “What’s your favorite podcast? I need a new podcast to listen to.” People would share mine. 

I also created a Facebook group that was deliberately attached to my podcast. It’s a community attached to my podcast. I’ll talk to you about that today. That certainly contributed to the massive, massive growth. 

My audience exploded. It was almost like when I went viral in 2016. It was a similar feeling to that; it was just slower and steadier. I already had a really good size audience

I already had an established message, and that’s when I started my podcast. It’s not to say that if you start a podcast, all these things will happen. There were a lot of other things at play and I want to be really transparent about that. But this is how it went for me. 

It absolutely exploded my business. I would venture to say that even if that’s not what you have  set up and it’s not going to go that way for you, that podcasting is the right way to go. Even if you don’t have everything set up like I did at the beginning when I started my podcast, it doesn’t matter. 

Obviously people listen to podcasts; people share podcasts; this is where people are. There are a ton of listeners on podcasts every month, and it will aid you in success, even if it looks different than mine. 

The Purpose Show started in January 2018, so it’s fairly new. In the first three months we had about 400,000 downloads. In the first six months (three months later) that more than doubled. 

Then a couple months later we had 1.5 million downloads. In the first nine months we had 1.5 million downloads and it just kept going up from there. Today, we have about 6 million downloads. 

These numbers are not normal, but I’m sharing them because I’m just myself. I’m a woman. I have a lot of kids. I am sitting at my desk, in my room, in my temporary office, because at the time I’m recording this we haven’t moved into our new house yet and my office lease has expired. 

My desk is in the corner of my bedroom, against the wall. I’m in my robe. I’ve got no bra on, no makeup on, vitamin C serum all over my face, my hair is in a messy top knot. 

My phone has a billion notifications on it. My kids are playing swords right outside my door, of course, because they like to be loud at the worst times. I’m just human. I’m just here. 

I did this. This happened. And I’m just a person. Get it out of your head that there’s something special about what I did, my story, or there’s an extra special, weird blessing on everything I do.

That’s B.S. I’m just a mom. I had an idea and I showed up. And if you show up, you can blow my numbers out of the freaking water if you wanted to.

The point is that we want to take this power and turn it for our good, for our advantage, for the advantage of our brand, for the advantage of our message, for the advantage of the people who are taking in our message, because they need it. If you want real reach, do this with your podcast. 

I want to talk briefly about how the podcast related to sales. As I said before, when I started the podcast is when I really started to, pretty easily, have six-figure months instead of six-figure years. Also, please keep in mind that this is on low price products, okay? My most expensive course in the mom niche is $297. 

That is incredibly, incredibly cheap in the online course community. The cheapest course is typically a thousand dollars. My prices are very low and that’s going to change soon. I’m reworking some things, but as it stands today, that’s the situation. And I even raised my prices from before. 

Most of the time I’m selling $100 products, and to make six-figures a month on that, that’s a lot of sales. You have to create thousands of sales per month to reach those numbers. And the podcast was a very big part of it. 

I want you to know what’s possible. I want you to understand what’s possible. There’s a lot of power in podcasting. 

My podcast sells more books than almost any other show. My team and I have been invited to Harper Collins to explain how we sell so many books when we’re not even doing sponsorships. We don’t say, “Oh, I’m here to promote this book.” 

I don’t do crap like that. I really hate it. I do not have authors on to say, “Hey, you should buy this book. I’m getting a cut of it.”

I read books, and if I like them I will invite the author on the show if I feel it’s a worthy discussion for my listeners’ precious time away from their babies with headphones in their ears. Is this going to make their lives better? If I think it will, then I will have them on my show. 

And yeah, we’ll talk about the book for sure. And I’m not an idiot, I will use an Amazon affiliate link so I can get a dollar for each sale. That’s not why I’m having the authors on my show, though. 

I want to spread messages. Babes support babes. I want to bring these amazing women who have written amazing books into the spotlight, share that, and then make your lives better by the fact that you listened to that conversation.

That’s the way I do things. I’m not going to lie and say that this is the book that I love when I haven’t even read it. Because I don’t do those things, that’s why my podcast sells more books than any other show. That’s why Harper Collins, Nelson, Simon & Schuster, or whichever publisher it is, sees a massive spike on their graph of book sales after the author comes on my show. 

Because it’s authentic. Because I’m really wanting to understand their message. I’m really wanting to spotlight them. I think there’s a really in-depth conversation that can happen. 

And of course the book is going to come up. Of course, I’m going to say, “Thank you for your time. Thank you for coming and giving my audience value for free. Guys, you should buy this book.” Of course I am. But that’s all I’m doing.


Guys, for those of you who have been wanting to start that podcast, I want to help you finally actually do it, launch that podcast and launch it well! And after you launch it, keep it going, keep it engaging, grow an audience, make money, make an impact. 

Michelle and I have worked together. Michelle is the woman who’s in this episode, who was conducting the original interview for an interview on her show. She is incredible. After we had this conversation, we connected. We became friends and we were texting back and forth and realized we need to create a program together.

As it is right now, there are no podcast courses that will teach you everything about the tech side, the nuts and bolts of everything about podcasting, and the content creation side. There is nothing like what we’ve created out there right now.

And it is so needed. We are filling this gap in the market. We cannot wait for you to get in here and see what it’s all about!

Michelle is an incredible producer on several top 100 podcasts. She’s been a podcast producer for years. She’s incredibly valuable and incredibly wise in everything with the backend of podcasting. And I, here at The Purpose Show, have grown a tiny little podcast from nothing into over 5.5 million downloads in just a couple of years, which if you’re not familiar is amazing and unheard of. I’m very, very proud and very grateful for all my listeners. 

Here’s the thing: we