922: The 'Too Late' Lie: Why Now Is Actually the Perfect Time to Start a Podcast

27:08So like I said, you can literally record one podcast episode and then splice and dice it and use all the different pieces of content from your outline to your show notes to create content for all different types of platforms to reach your diverse audience everywhere. And so what's amazing about today's era is that you can create AI prompts that will help you take one podcast transcript and slice and dice it for all the places you want to show online. And I think that this is honestly the best way to get more time, like to claim back more time freedom in your life, because this idea solves your overwhelm problem.

27:48Instead of being everything to everyone online, you become the voice for your people through one consistent medium, meaning your podcast that can work while you sleep. And that works long after you hit publish. Let me tell you a story about Shannon Arner. So Shannon and her husband were students of mine. And Shannon felt so excited to start a podcast, but had zero direction. And honestly, she worried about having enough content, right? Like it's like, am I going to run out of things to say? The breakthrough for her came when she stopped thinking about podcasting as another content channel and started seeing it as her primary content system.

28:26She and her husband now have over 100 episodes of the Arner Adventures podcast and over 200 five-star reviews. And what's so cool about that is they have created this content hub and used it as the primary place where their audience goes. Now, beyond that, they've done something really cool that I just want to call out. So they have been able to get sponsorship proceeds from their podcast, which is amazing, right? And I'm going to talk about sponsors in just a second. But what they've been able to do is they've been able to direct a portion of their sponsorship proceeds to mental health advocacy groups, which means they are literally turning their content into a force for change that they actually care about.

29:06And I don't know about you, but I think that anyone that goes into podcasting wants to make a difference. And it can be hard to connect the dots on how that is done. There are so many different ways you can do that. But I think that Shannon and her husband have done an incredible job of doing just that. So let's talk about money and sponsors, right? My hot take number four is this. Small audiences can fund big dreams. And I'm going to argue this is why a niche audience can win. So the reality check, in my opinion, is that everyone thinks they have to have these big like Joe Rogan numbers. And if you are stuck and paralyzed in that thought, or if you think that is the only way of podcasts can be worth it, you are missing a massive opportunity.

29:53While everyone else is chasing these big numbers or thinking they can't do it because they'll never hit those, smart entrepreneurs are actually building sustainable businesses, leveraging super small, super engaged audiences. One of my favorite things about podcasting is this. Podcast listeners listen to podcasts, plural, meaning you are not necessarily in direct competition with every single person in your category. You are not fighting for a spot because the average podcast listener subscribes to seven shows. So as a podcast host, you're not just competing for their only slot. You are being invited in to an arsenal of different podcasts.

30:34Like I listen to so many different podcasts in different genres. Like I listen to reality TV breakdowns. I listen to health podcasts. I listen to marketing podcasts. I listen to interviews. is like, I love diversity in what I'm listening to. And so what I love is that you don't have to feel like in order to be the best podcaster, you have to be the only podcast people listen to. When you recognize that podcast listeners are listening to many different podcasts, it just means that you can pull your seat up to the table and sit down with confidence. And so why I think that niche markets are amazing and should not be undervalued, especially now, is that we can look at different ways to drive results with our podcast.

31:15So gone are the days where you think that podcast monetization is the only way to drive results with a podcast. Podcast monetization has evolved so much beyond just paid ads. And what I love about that is that it makes you not just chase vanity metrics in order to get a CPM or in order to get somebody to sponsor your show. You can look at some really creative ways to move the needle with your podcast. The thing to understand about podcasts is that listeners have way higher purchasing intent than social media followers, meaning a download or a subscriber is way more valuable than a follower on a platform.

31:57And so it's interesting when you understand that you go from trying to chase vanity metrics to going deep with the people that you are serving. And that leads us to intimacy. And I think that intimacy is one of the best things that your podcast can unlock for you. Because not only does your audience just invite you into their lives, like I think of all the places I listen to podcasts, I listen to them in the car, I listen to them in the shower, I listen to them in the sauna, I listen to them when I'm working out. Like I listen to them in the garden, I listen to podcasts all the time. And so the intimacy of podcasting creates way stronger buyer relationships.

32:31And it doesn't mean that that's only geared towards buying other people's products, that can mean buying your offers or directing people to offers that you love without having a paid sponsorship. A 2024 Edison report showed that 56 % of listeners of podcasts have a household income of$75 ,000. That is a lot higher than the average household income of people scrolling on social media. What does this mean? It means that listeners have more disposable income and are more likely to take action with somebody who is showing up and adding value into their earbuds week in and week out. So if I were to start a podcast knowing this right now, here's what I'd focus on.

33:12So I'd focus on engagement depth over download numbers. Again, we're not after vanity metrics. We're about like going deep and not wide. So how can you continue to show up consistently and add value to your lives? The next thing I would focus on is creating a clear listener journey from your podcast to something that is of value for you. So like what is the direct result? How will you measure your results beyond just money coming in? Would it be email subscribers? Would it be subscribers on other channels? Would it be selling your offers or your coaching or your consulting? Like what is the clear listener journey and how can you evaluate your success outside of just money?

33:53The next thing I would consider and I'm going to go deeper on this in just a minute is how can you use your podcasts as a networking tool and not just look at it as like content you need to create and put out into the world. This is an area where I think people undervalue how incredible podcasting is. And don't worry, it's going to be hot take number six. And then lastly, if I were starting now knowing this and thinking more about a niche audience, I would recognize the fact that like, I'm not just building an audience. I'm building the right audience, right? The level of engagement that podcasts offer is insane.

34:25Like you are literally in people's ears for 20, 30, 60 minutes. No other content platform gives you this amount of uninterrupted attention with your ideal clients. And so you do not want to belittle this fact or ignore it. This is why podcasting is only going up from here. Before I move on to hot take number five, I have to tell the story of Tara Phillips. So Tara was somebody who thought that literally nobody would listen to content about what she was passionate about, which is autism education. Like surely she thought that market is like way too niche, but she discovered something so crazy powerful.

35:02Nicheness creates loyalty. So get this, in less than a year, Tara hit 42 ,000 downloads with her podcast, the Autism Little Learners podcast. And more importantly, her listeners, which are special ed teachers, speech language pathologists, and parents make her podcast part of their weekly routine. The tight community that she built became her customer base for her courses, for her consulting. And she has literally proved that a dedicated niche audience is worth far more than a massive but disengaged group of followers. And I just love what Tara teaches. Like I have loved hearing her story. I love how she is showing up for a very specific community and serving in an amazing way.

35:44Tara's story is even more inspiring to me because she used to be limited by like how many clients could she actually work with in more of like a clinical setting. And now she's taking all of her expertise in what she knows and making it available for free across the world using her podcast. I just think it's absolutely incredible and impactful. And it just makes me so excited about podcasting. Okay. Hot take number five. This one might hurt a little bit, but I'm willing to do it because I think you need a little tough love. I know we all care about launch day, but here's what I'm going to say.

36:13Launch day only matters to you. Launch day doesn't really matter. Here's what I'm going to argue does. Week 12. Week 12 matters, okay? Here's the reality check I need you to hear. Most people obsess, obsess over their launch day. And then guess what happens? They burn out by like episode seven. Like the stats are insane about how many people burn out by episode seven. The real magic happens when you are still showing up after most people have quit. And this is why I'm so passionate about creating a system that is sustainable is because I've watched so many beautiful ideas, beautiful podcasts, incredible hosts, beautiful messages, go and then fizzle out because they don't have a system.

36:55And so here is why this matters more now than ever. So again, if we think back to hot take number one, podcast algorithms are heavily weighting consistency over initial buzz. So gone are the days where like you launch a show, you hit the top of the charts, and then you stay at the top. It's like, no, they are looking at who is showing up week in and week out, which is why my first recommendation was to figure out, can you go for 12 weeks? Now, the next thing that's different now is binge listening is the new normal. So people discover, let's say they start at episode 50, they find you. They go all the way back to episode one.

37:31This is still happening for me nine years into the game. Every single day, episode one of the Gold Digger podcast is still being listened to. It makes me cringe every single day. But that's the reality is people want to binge. So once they discover you, once they fall in love with you, once you build that know, like and trust without you having to do any extra work on your part, they're going to go back to the early episodes. They're going to catch the things that they missed. What is amazing about this is that your podcast is this incredible content library. After you hit publish, it is still working for you.

38:02I know for our show, about 50 % of our monthly downloads are our new episodes that we're releasing. And about the other 50 % is our backlog, meaning people are still listening to episodes. that we released years ago. What is so helpful about this is that we know that our whole economy is in a trust recession. Trust is the currency. And we know that building trust takes time. But here's the thing, podcasting gives you that time unlike any other platform. So if I were to launch thinking not just about launch day, but week 12, here is the strategy. And again, I want to re-anchor what we talked about with hot take number one.

38:41Thinking through of how can you launch with a little batch of episodes. I recommend launching with at least three episodes to get people in the practice of binging, to give them kind of different tastes of the content that you're going to be releasing, to kind of fill up those different content buckets we talked about, educational, inspirational, lifestyle behind the scenes, and start to like give them the flavor of what your podcast is going to be. Then I would look at how can I batch record or think through and plan out my first 12 episodes. Now, if you can do this before you launch, amazing.

39:15At least having a plan in a direction of where you're going, great. And again, I'd argue if you just spend a little bit of time doing some research, you are going to be overflowing with content ideas. This is coming from a girl who has recorded over 900 episodes and I thought I'd run out after episode eight, it is possible to consistently find your creativity and to find direction that you want to deliver to your audience. And then lastly, plan out your content calendar. So at least look at the next three to four months. If you just released one episode a week, what would that look like? How could you cover it?

39:51How could you make sure that you get over that seven episode hump that so many people quit at? Okay. I think we're in this state of like a podcasting paradox. And here's what I'll say. I think that weekly episodes of a podcast can create more freedom for you than daily posts on social. Why? Because podcasting creates this compound content return. And that return continues to build while you sleep, while you step off of the content posting treadmill. That podcast that you create and publish can still be working for you months and even years later. And I just can't argue the same about social media.

40:29That is why I love podcasting and I love long form content is you can deliver real tangible results. You grow your intimacy. You are giving free value when you show up consistently. And so I feel like if we're looking at like, man, I don't have enough time. I would argue that a weekly episode will create so much more freedom in your life than trying to keep up with daily posting. Now, before I move on to my last hot take. I've got another story for you. So Kristen Mundy, she bought her microphone and headphones. Now listen to this. She bought them 18 months before she ever pressed record. Why?

41:04Because she was literally overwhelmed by everything. Like we can all relate, right? She had a one-year-old at home. She felt like she had no time. She probably didn't, but here's what changed everything for her. She realized that she didn't need to figure everything out before starting. So she followed my exact strategy in how to batch record. And she has eight episodes live. She has 30 more recorded in the bank, meaning she has content that could go out for six plus more months. She's hit a thousand downloads. She's booked incredible guests. She has a wait list of people wanting to come on her show.

41:36And her secret was that she built systems for consistency and not perfection. That is exactly what I teach. Her words are, if I can do it with a crazy one year old at home, anyone can. And I just want you to hear that. You want to build systems for consistency, not perfection. Perfection is the killer of you publishing. You know, I only share stuff I'm genuinely obsessed with. And so when I kept seeing Bolin brand sheets all over Instagram, I was like, okay, are these actually worth the hype? Drew and I have been using their sheets and duvets for over a year now. And honestly, our bedroom feels like a completely different space.

42:18The moment you touch these sheets, you'll get it. They're incredibly soft to start, but they literally get softer every time you wash them. They're made from 100 % organic cotton. So they're super durable and they're breathable, which is perfect for piling on cozy layers without turning into a furnace at 2am. This is hands down the best bedding I've slept on, and I'm so genuinely excited for you to try it. Start building your sanctuary of comfort this fall with Bowl & Branch. For a limited time, get 20 % off your first set of sheets plus free shipping at bowlandbranch.com slash golddigger. That's bowlandbranch, B-O-L-L-A-N-D branch.com slash golddigger to save 20 % and unlock free shipping.

43:00Exclusions apply. When we were young, we dreamed of castles and fairy tales. And as we grow up, those dreams might shift into building something real, like starting a business. You need a website, payment systems, a logo, and a way to reach customers. It can all be overwhelming and confusing, but thankfully that's where today's sponsor Shopify comes in. Shopify powers millions of businesses around the world and 10 % of all U.S. e-commerce, from big brands to folks just getting started. They offer beautiful, ready-to-go website templates so you don't need design skills to look professional. Their AI tools help with product images, descriptions, discount codes, and more.

43:41Shopify also makes it simple to run email and social campaigns so people can find you. And if you ever feel stuck, their award-winning 24-7 support is always available. Turn those dreams into and give them the best shot at success with Shopify. Sign up for your$1 per month trial and start selling today at shopify.com slash gold digger. Go to shopify.com slash gold digger. Shopify.com slash gold digger.

44:11Anyone who knows me knows that I'm all about creating spaces where people actually want to be. So when we started hosting on Airbnb, it honestly felt like the most natural thing in the world. And it's turned into one of the best decisions we've ever made. Over the years, we've hosted hundreds of couples in our little spaces. We've had so many repeat guests come back and we've created this incredible community, not just with our guests, but also with the people who help us care for our space. Whether you've bought properties as an investment or have unused rooms waiting to be shared, hosting on Airbnb is a practical and profitable choice.

44:45And just think about it. If you've put a ton of time, effort, and work into your home, someone out there probably would love to experience it while they're traveling. So next time you're planning a trip or want to make some extra income from your spaces, you should definitely host on Airbnb. Your home might be worth more than you think. Find out how much at airbnb.com slash host. All right, the final hot take of the day. And this one I think is something that so many people overlook when it comes to podcasting. Interviews are not just content strategy. They are true business and personal development.

45:22So here's what I think we're missing. Most people think that interviews are just about getting good content or getting access to somebody else's audience. Both of those things are true. But interviews are so much more about building relationships with people in and out of your industry who can change your life and your business. We are sleeping on the fact that you can reach out to decision makers and offer them your platform of your podcast. Like decision makers are so much more accessible through podcasting than if you were to do cold outrage to them. When you offer somebody the opportunity to share their story, share their expertise, share what they've learned, share what they love on a platform, when you position them as the hero, they're so much more likely to say yes.

46:06They're going to feel honored to be able to step onto your platform. And what's so amazing is, is that by simply being a podcast host, you build authority immediately, right? You are also sitting alongside of the experts. You might in fact become the expert. In fact, if you are somebody listening to this and you want to have a podcast and you're like, I'm not an expert in anything. What if you just helped experts deliver their messages on topics that you cared about? Like, what if that was the play that you used for a podcast? One great guest relationship can transform your entire business or life.

46:39I am literal proof of this. I have had so many incredible conversations on the podcast. Also, after we've stopped recording, like I've had so many life changing conversations. I've made so many incredible friends. I have built such an amazing community through this. And I think that these aspects are so overlooked because people are so quick to want to monetize it or to, you know, even just write themselves out of the game because they think it's too busy. So the strategy now, once you realize this, is that you want to interview people that you want to collaborate with. You don't want to just like interview famous people.

47:14For most famous people, they get pitched a million shows a day. A podcast to them is just another day in the office. What about people that you want to learn from? What about people you want to work with? What about people you just want to be friends with? That is an amazing opportunity that people are sleeping on. The other thing you get to do that I was terrible at at the beginning, and I feel like I've grown so much in my podcasting journey in, is you get to make your guests look like the heroes. Like you are not centering yourself. You get to position them as the heroes of their own story, their own expertise.

47:46You are giving them a platform and a stage. And that is such an honor. And then the cool thing is, is that after you have had this episode or this interview with them, where you get to ask them hard questions and you get to learn from them, you also get to stay in touch with them. There is genuine relationship building happening. The minute you hop on the platform, the minute you hit record, when you stop recording, when you follow up with them, you now have this ability and a direct line to the people that you want in your world. And so if you are somebody who's thinking like, well, who am I to have a podcast?

48:18The thing is, is that podcasting builds authority faster than any other medium, because guess what? You're the host. You're in charge of the show. You're asking the questions. You're curating the conversation. In fact, you might not know this, but when I started Gold Digger, it was an interview only show for the very beginning because I did not feel like an expert. I did not trust my own authority. Isn't that wild? Like I didn't think that I could carry on a conversation with myself on a solo show for a very long time. And then I realized I am a terrible interviewer because I would be interviewing people and I want to interject my thoughts, my philosophies, my strategy.

48:51I was awful. I was horrendous. And I realized, okay, wait, I do have a lot to say. I should have solo shows. I should share my take so that when I interview somebody, I get to center them and their experience and their expertise. And I am not trying to chime in with what I think I know. And so that's when I separated my show out to interview and solo shows so that I can position my guests as the experts as they are. And then I can also share my own takes in shows just like this one. Victoria Phipps is one of my students and she started a podcast called Mom Means Business. And honestly, when she started it, she was just thinking that she was documenting her transition back into entrepreneurship after having babies, but her interviews became her secret weapon for building industry connections.

49:34Within months of launching, she was featured on BBC Radio Berkshire, not because she was famous, but because she had built relationships with other entrepreneurs who had recommended her. The podcast for her became her networking multiplier, which opened doors she could have never accessed through cold emails or social media. I think that Victoria is so onto something. And if you want to build community, if you want to be in relationship with other people, if you want to interview experts, if you want to just have a direct line to people that you admire or you want to be mentored by, a podcast is that.

50:07I mean, my podcast has changed my life in so many different ways. Here's one quick example. Years ago, I interviewed an amazing woman named Tracy Otsuka. She had pitched herself to my show. She was an expert in ADHD. I interviewed her about ADHD. And the whole time I was just curious about learning about ADHD. I had no ulterior motive for interviewing her. After we stopped recording, she said to me, have you ever been diagnosed? And I was like, wait, what? And she's like, well, when were you diagnosed with ADHD? And I was like, wait, I'm not. She's like, I have listened to your show for years and all of the things you have to do and the systems you've created to stay productive, to stay consistent, they are all markers of somebody with ADHD.

50:46You might be neurodivergent. She sent me down this rabbit hole of finally getting diagnosed with ADHD at the age of 34 and she cracked my life open. That would have never happened without my podcast. That is one tiny example of how my podcast has significantly shifted my life just through being able to interview people that I love watching, that I admire, that are experts in their area. And so do not sleep on that. If you want to expand your community and you want to build real relationships and you want to platform people that are changing the world and you want the world to become a better place, starting a podcast is 1000 % a way to do that.

51:26Okay, now listen, I know this is kind of like drinking out of a fire hose. I've just given you six reasons why everyone telling you that it's too late to start a podcast is dead wrong. But knowing this and doing something about it are two very different things. The truth is in six months, you're either going to be that person who's still talking about starting a podcast someday, or you're going to be the one with 20 episodes under your belt, the person building real relationships with your dream collaborators and watching your business grow in ways that you literally never imagined. Everything I just shared, all of the reasons why now is the perfect time, it is meant to get you closer to saying yes to starting a podcast.

52:05And I want you to know you're likely overcomplicating it all in your mind. And so if that is you, I want to walk you through all of it step by step, the starting, the launching, the monetizing of it. I have a free masterclass. And the good news here is, is that podcasting is actually easier than you think. Now, my free masterclass is called Podcasting 101, how to start record and profit from your show. You can grab your spot at freepodcastclass.com. That's freepodcastclass, all one word.com. And I'm not just going to tell you what to do. I'm going to show you the strategy. I'm going to share the places that most people mess up, including where I totally messed up.

52:45And I'm also going to answer the questions that are probably spinning in your head right now. Your future podcast listeners are out there. And let me tell you, they are waiting for your voice. The question isn't whether you have something valuable to say. I know that you do. The question is whether you're going to let fear keep you quiet, or if you're going to finally step into the spotlight that you actually deserve. Head to freepodcastclass.com. I'm here. Let's make your podcast happen because here's what we need. The world desperately needs what you have to share. And honestly, it is time that you believe that too.

53:19Now, real quick, if there's somebody in your life who you think should start a podcast, please just do them a favor and send them this episode. Let this be proof that all of their fears, that they're too late, that it's too complicated, that they're not going to get real results. Send them this as evidence that they can simply speak and change the world. You know, the friend that responds with a five minute long voice text or the friend who has these conversations and you're like, I wish everyone could hear this. Send this episode to them. And if that's you, make sure that you join my masterclass, freepodcastclass.com.

53:51I can't wait to see you there. And again, just by signing up and showing up, you will get my ultimate podcast gear guide. So if the tech is holding you back, let me simplify that for you too. Sometimes seeing is believing. So let me walk you through it all. Thank you so much for listening to this episode of the podcast. I hope my podcast has changed your life in all the ways we talked about and more. And until next time, gold diggers keep on digging your biggest goals. Thanks for listening to the gold digger podcast. I hope today left you inspired and equipped with something you can put into action as you build a business that truly supports your life.

54:26If this episode resonated with you, here's how you can help the show reach even more entrepreneurs. Hit follow, share it with a friend who's building something meaningful. And if you're feeling generous, leave us a review. Those reviews help other listeners discover these conversations when they need them the most. This show has become so much more than I ever imagined. And it's because of listeners like you who show up and share. You are helping build something that will inspire entrepreneurs for years to come. For show notes, links, and resources, head to golddiggerpodcast.com. Keep digging your biggest goals.

55:00the world needs what you're building.