Unlocking Podcast Potential: Building Relationships for Business Success with Cheryl Plof

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indie podcasters. I'm an independent podcast

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creator, so because I'm not backed by a huge

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big corporate company, well, if I run out of

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inner awesomeness with the Crazy Fitness Guys

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Show. Hosted by Jimmy Clare, renowned professional

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keynote speaker, podcaster, and autism advocate,

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this show is all about embracing what makes us

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unique. Join Jimmy as he shares inspiring stories,

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experiences, and expertise to motivate and educate.

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Make sure you follow our show so you never miss

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a brand new episode. Now, let's dive into the

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show. Welcome to another episode of Crazy Fitness

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Guy Healthy Women Podcast. This is your weekly

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motivation with Crazy Fitness Guy. Before we

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get started, today's guest, her name is Cheryl

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Plouffe, and is the founder of The Icon Maker.

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She and her partners lead coaches, online consultants,

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and entrepreneurs to scale to six and seven figures

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with high -margin programs and podcasting. Their

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clients have generated over $3 million in sales

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since 2023. For two decades, Cheryl was... a

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highly respected Canadian television anchor and

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executive with the Weather Network. This should

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be a really great conversation, and I look forward

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to it. And we're just going to dive in, and I'll

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share where you can follow and everything at

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the end, just so we stay on track and stay on

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time. Since I'm running behind on everything,

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thanks to my sinus infection. Thank you, stuffy

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room and stuffy 97 degree weather out. Love it.

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But here's Cheryl. Hey, Cheryl. Hey, Jimmy. Great

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to be with you today. Glad you're here. Before

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we get started, can you tell us a little bit

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who you are, what you do, how you got started,

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and why you got started? well i spent my professional

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career in television broadcasting as you mentioned

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in the introduction so 25 years on tv 17 of those

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on national television i managed a news department

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for several years and have had a variety of different

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roles in media started my company in 2017 initially

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in video marketing and digital marketing And

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today, what we're really focused on doing at

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IconMaker is helping entrepreneurs to build sustainable

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seven -figure businesses and to do that in a

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way that allows them to be able to live the life

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that they want and be able to have the impact

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that they want to have in their personal and

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professional lives while also building the business.

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So it's a great... um way that we have to approach

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this because it's a little bit contrarian i think

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to what some of the gurus out there are talking

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about in terms of what is the best approach to

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do so but podcasting is something that we think

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aligns perfectly to our philosophy that it's

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about building high trust relationships between

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the guest and the host that actually propels

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the business forward I agree with that. I do

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love podcasting. I've been on 187 different podcasts

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in total. I kind of went back a little bit. I

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knew it was somewhere in the 180s somewhere,

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but I love being on guests on people's podcasts,

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and I also like being a podcast guest. I also

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host. I had to say some of the admin work of

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it kind of gets tedious when you have to play

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follow up with some people and say, here's the

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right link. And it's like, I can't find the link.

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And then it's like, how much can I pinpoint it

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for you? Is this location linked next to it?

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I can't specify it anymore. Well, have you ever

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considered hiring an assistant to help you? Yes,

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at some point, but not quite there yet. Yeah.

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Well, I think that's often what we see with,

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especially podcast hosts who embark to create

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this podcast. And sometimes people will start

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the podcast with intention that it'll be a business

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driver, but there sometimes is a... a lack of

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strategy on how that's actually going to be accomplished

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that's something that we talk a lot about during

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our workshops is we talk about what are the actual

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strategies that you can use in order to make

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this not a hobby but to actually make this work

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for your business because there's nothing wrong

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with having a podcast if it is a hobby but we

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can't expect for it to be a driver for the business

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if it's actually built for a hobby. So I think

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that's one of the big drivers and differences

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that we see is what do you want this podcast

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to do for you? Do you want it to be something

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that you can use as a mechanism to leverage building

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relationships with others and progressing from

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there? For me, when I created this podcast, it

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was basically... fun story very short but fun

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uh basically i started this right during the

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pandemic in 2020 and it was because when i started

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my speaking career at the end of 2019 it was

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uh it was the only way to get my voice heard

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around the world and i was like uh And I remember

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my college professor who I still stay in touch

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with and who's been my mentor and also been giving

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me ideas here and there where else to take my

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business to the next level and whatnot. And at

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the time, she's like, Jimmy, you need to start

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a podcast. And I looked at her with like six

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heads and I'm like... you expect me to do all

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of this and go to school and do this? She's like,

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yeah. I'm like, are you nuts? But I'm glad that

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she pushed me to do it because here I am for

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almost five years in the podcasting industry

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and I've been on some top charts and I'm like,

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damn. Yeah. Yeah, it's interesting. A lot of

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people question, how do we actually monetize

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a podcast? What are the keys to actually doing

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that? And our opinion is that, yes, you want

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to leverage this medium to build high -trust

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relationships because relationships is a foundational

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activity that we have to be doing in business

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in order for businesses to grow. It's foundational.

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So it doesn't matter like what social media platform

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before we came live here and before we started

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recording, we were just talking about some of

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the changes that are happening on social media.

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They're happening, as you know, so frequently,

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like hour to hour, day to day, things are changing

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inside those social platforms all the time. So

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with those changes and algorithms and platform

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coming and going and this strategy and that tactic,

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it doesn't matter what happens in all of that

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noise. It doesn't matter if there's a pandemic.

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What matters is do you have a foundational approach

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to building your business? And one thing that

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is true is meeting people, building relationships,

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finding ways to collaborate, finding win -win

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solutions between you and other business owners

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is the key to growing your own business. And

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that doesn't matter what trend or tactic comes

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along. This is a foundational approach to growing

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your business. I definitely 100 % agree with

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you on that, especially one thing I've picked

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up in the business world as well is that if you

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don't ask, the answer is always no. And I've

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kept that in mind with getting sponsorships for

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my show. And I'm nowhere near like... Joe Rogan

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or Lewis Howes, I'll be open. I'm honest because

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I don't like people who like toot their own horn

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and it's like, hey, here's all my numbers, but

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then they turn out to be a bunch of phonies.

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So I like to keep everything open and honest

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because then it's like, if I'm open and honest,

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this won't come back to me and bite me in the

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butt later on. But the reason I share that is

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because I landed three sponsorships, one with

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a podcast editing company that I currently use,

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Podcastle, and then I also partner with a, I

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like to learn new things every single day, but

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sometimes I don't always have time to read, let's

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say, a 500 -page self -help book. Not because

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I don't like to read, but, you know, it's like,

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if I'm going to read, it's either going to be

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one self -help book. And then a few fiction books

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because I grew up reading fiction and whatnot.

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And so the other partnership I had was Deep Stash.

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You learn new things every day. It gives you

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like... bullet point articles, the main focus

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of each one is like, hey, here's this, learn

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something new. And I partnered with another one

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just recently called Blocker P to block out scammy,

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annoying, bad websites. But my point of sharing

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this is that just because you're a small podcaster

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doesn't mean you can get sponsorships. And I

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learned that if you don't ask, the answer is

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always no. And I heard this from somewhere as

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well. If no one has heard of you like Joe Rogan,

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I haven't heard of Joe Rogan, but if no one heard

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of Jimmy Clare, who the hell is Jimmy Clare?

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Well, you have to go to the sponsor. Go to the

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people who want to sponsor you. The other day

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while I was getting my haircut at a place that

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I really like getting my haircut done, I was

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like, yeah, this could be beneficial. I was like...

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I'm just going to give them my business card.

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I was like, no hard feelings. You don't want

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to do anything. But I was like, I didn't get

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to pitch everything because it's a haircut place.

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It had to be in and out. But I was like, if they're

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just, they're calling me and no harm, no foul.

00:13:18.659 --> 00:13:21.799
Yeah, I know what you mean. I mean, it's, I think

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it really stems from. What is your intent with

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your business? Like, where do you want your business

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to go? Do you want to make a few extra dollars

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because this is a part -time gig and you have

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a full -time job and this is just for fun with,

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you know, just to have a little spending money?

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Well, the way that someone will approach their

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business, if that's the case, will be vastly

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different than someone whose profession this

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is full -time and they're dedicated to this full

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-time and have aspirations to build a six -figure

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business in their first year. um or someone who

00:13:53.970 --> 00:13:56.269
has bigger aspirations to build a seven or even

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a bigger business than that over the next couple

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of years right how you that's really where it

00:14:01.710 --> 00:14:04.830
starts is defining where do you what do you want

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your business to look like it has to start with

00:14:07.269 --> 00:14:09.830
a vision of where you're at and a lot of the

00:14:09.830 --> 00:14:12.409
times i think that we come to that determination

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based on circumstances around us and stages in

00:14:17.210 --> 00:14:20.500
life you know like for me i'm i'm my you know,

00:14:20.519 --> 00:14:23.659
I'm in my early 50s. Now, I have vastly different

00:14:23.659 --> 00:14:26.759
goals now than I did even 10 years ago, let alone

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20 years ago. In fact, 20 years ago, I mean,

00:14:29.879 --> 00:14:31.700
I wasn't even in business, I was an employee.

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So I think that's where Jimmy, it starts is just

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figuring out like, what kind of business do you

00:14:37.740 --> 00:14:39.879
want it to be? So for example, if you're, you

00:14:39.879 --> 00:14:41.940
know, looking to just have a little extra cash

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in your pocket for, you know, travel or whatever

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the case may be, it might be um it would be enough

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to get a few sponsorships and dribs and drabs

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here and there to be able to afford to do that

00:14:54.990 --> 00:14:57.129
but if you're building a six or seven figure

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business our view is that sponsorships and advertisements

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are not going to be enough to help facilitate

00:15:03.710 --> 00:15:08.610
those goals because if there's not enough there's

00:15:08.610 --> 00:15:11.549
usually not enough audience for most podcasters

00:15:11.549 --> 00:15:15.289
to be able to warrant the types of sponsorships

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and advertisements that you would need in order

00:15:18.500 --> 00:15:22.220
to facilitate that you know if we look at um

00:15:22.220 --> 00:15:26.200
advertising as an example you know you if you

00:15:26.200 --> 00:15:28.460
can prove that you get a thousand downloads on

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your podcast an advertiser might be willing to

00:15:32.000 --> 00:15:34.440
entertain talking to you at that rate but maybe

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you'd need more than that they'll pay you 25

00:15:37.080 --> 00:15:40.019
to put an ad on your on your show for those thousand

00:15:40.019 --> 00:15:44.100
downloads well 25 is a far cry from six figures

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in revenue so you have to have another way And

00:15:47.470 --> 00:15:49.470
there has to be a different strategy in order

00:15:49.470 --> 00:15:51.690
to build a six -figure or a seven -figure business

00:15:51.690 --> 00:15:54.190
through podcasting. And it's really built around

00:15:54.190 --> 00:15:59.409
those relationships and also looking at what

00:15:59.409 --> 00:16:01.669
it is you're selling. Like, what is the thing

00:16:01.669 --> 00:16:04.070
you're selling? What is the product or the service

00:16:04.070 --> 00:16:07.110
that you're selling? And what price point is

00:16:07.110 --> 00:16:09.389
that at? So that we can backwards shape that

00:16:09.389 --> 00:16:11.470
and do the math and figure out, well, how many

00:16:11.470 --> 00:16:18.690
clients do I need to reach my goal? I like those

00:16:18.690 --> 00:16:23.870
things that you said. For me, at the moment,

00:16:24.070 --> 00:16:32.610
my goal is to kind of keep everything in -house.

00:16:32.669 --> 00:16:36.629
I'm not looking to hire many, many employees.

00:16:37.990 --> 00:16:43.590
I'll admit I'm kind of a control freak a little

00:16:43.590 --> 00:16:50.029
bit. At least you admit it. Yeah, well, there's

00:16:50.029 --> 00:16:52.470
some things I've been trying, I've been shrugging

00:16:52.470 --> 00:16:57.809
off here and there a little bit. And there's

00:16:57.809 --> 00:17:01.409
some, let's just say there was this, not to go

00:17:01.409 --> 00:17:05.329
into too technical language because some people

00:17:05.329 --> 00:17:09.190
might not understand it, but I got this, I bought

00:17:09.190 --> 00:17:14.789
this tool the other day that would help me just

00:17:15.589 --> 00:17:19.130
get Google to start indexing more of my stuff

00:17:19.130 --> 00:17:21.329
because I found a lot of stuff that was just

00:17:21.329 --> 00:17:26.809
not that was just not indexed over the months

00:17:26.809 --> 00:17:29.849
and like what the hell Google and it's like something's

00:17:29.849 --> 00:17:35.630
on strike apparently and I so basically I've

00:17:35.630 --> 00:17:40.049
been finding other ways to it's like right now

00:17:40.049 --> 00:17:47.859
I can't afford an employee where can I not spend

00:17:47.859 --> 00:17:50.759
all my time and doing a lot of admin stuff so

00:17:50.759 --> 00:17:54.380
so this tool basically handles it for me and

00:17:54.380 --> 00:17:56.740
it's like oh good somebody else can ignore google

00:17:56.740 --> 00:18:01.700
and it's like well i'm gonna do it and so basically

00:18:01.700 --> 00:18:05.299
where i want to take my business is just to start

00:18:05.299 --> 00:18:09.319
speaking on stages and being on the front end

00:18:09.319 --> 00:18:11.619
of my brand versus just all the back end stuff

00:18:11.619 --> 00:18:15.700
and i've been finding places where i can do that

00:18:16.480 --> 00:18:21.779
uh to be afforded for affordability and not just

00:18:21.779 --> 00:18:25.380
having to spend more money and it's not that

00:18:25.380 --> 00:18:27.480
i don't want to take my business up and up and

00:18:27.480 --> 00:18:33.279
up unless right now i'm thinking at my pace at

00:18:33.279 --> 00:18:35.759
the moment i'm trying to live in the moment at

00:18:35.759 --> 00:18:38.779
the moment because there's sometimes and there's

00:18:38.779 --> 00:18:42.579
some days i'm thinking too far ahead and i'm

00:18:42.579 --> 00:18:46.150
like why are you not focusing here and now? And

00:18:46.150 --> 00:18:47.890
I was like, you're worrying about 20 plus years

00:18:47.890 --> 00:18:50.349
later or 10 years later or five years later.

00:18:50.529 --> 00:18:54.309
And I was like, why am I not focusing now? And

00:18:54.309 --> 00:18:56.829
the reason why it wasn't, I haven't focused on

00:18:56.829 --> 00:18:59.170
now is because I had so many people telling me,

00:18:59.210 --> 00:19:01.849
it's like, Jimmy, you got to focus on your future.

00:19:01.970 --> 00:19:03.930
And it's like, why do you think I'm in college?

00:19:04.250 --> 00:19:07.049
And I was like, I'm technically doing what I'm

00:19:07.049 --> 00:19:10.029
doing from college. And it's like, media studies,

00:19:10.250 --> 00:19:13.670
damn it. And it's like, you really get. I'm putting

00:19:13.670 --> 00:19:18.809
in my work. Yeah, yeah. Yeah, I hear you. I think

00:19:18.809 --> 00:19:24.329
when it comes to setting goals, you know, I do

00:19:24.329 --> 00:19:28.509
think you want to think ahead for the main purpose

00:19:28.509 --> 00:19:32.130
of being able to reverse engineer getting there.

00:19:32.990 --> 00:19:34.990
You know, I am definitely, I'm not a person,

00:19:35.029 --> 00:19:39.329
I don't tend to be a person who looks back. I'm

00:19:39.329 --> 00:19:42.309
definitely a more in the moment person and looking

00:19:42.309 --> 00:19:46.670
forward kind of person, but I don't look so forward

00:19:46.670 --> 00:19:49.470
that it stops me in my tracks, right? I'm looking

00:19:49.470 --> 00:19:52.170
forward so that I can plan for how to accomplish

00:19:52.170 --> 00:19:56.589
that thing. So for example, with IconMaker, me

00:19:56.589 --> 00:19:59.029
and my two business partners, our intent is to

00:19:59.029 --> 00:20:03.549
serve a thousand entrepreneurs in our program

00:20:03.549 --> 00:20:07.130
over the next many years. And then the idea is...

00:20:07.400 --> 00:20:11.079
want to exit this this company at some point

00:20:11.079 --> 00:20:14.099
in the future and have someone buy us buy us

00:20:14.099 --> 00:20:18.160
that's our goal so we know that if we can serve

00:20:18.160 --> 00:20:20.539
a thousand entrepreneurs in our program and help

00:20:20.539 --> 00:20:23.339
them build a legacy business and to be able to

00:20:23.339 --> 00:20:26.599
build a sustainable business we will have made

00:20:26.599 --> 00:20:29.440
our impact on them and through them but we will

00:20:29.440 --> 00:20:32.279
also benefit for ourselves at that point as well

00:20:32.279 --> 00:20:36.119
well we need to think about that future vision

00:20:36.119 --> 00:20:39.000
in order to backward shape how will we accomplish

00:20:39.000 --> 00:20:42.900
serving those thousand people. And making decisions

00:20:42.900 --> 00:20:46.299
about how we run our company is always looked

00:20:46.299 --> 00:20:48.420
at through the lens of that future vision of

00:20:48.420 --> 00:20:52.039
what we want to eventually have happen. So looking

00:20:52.039 --> 00:20:55.299
forward isn't always a bad thing. But I do agree

00:20:55.299 --> 00:20:57.599
with you that staying in the moment, staying

00:20:57.599 --> 00:21:01.319
present and staying like focused is a really

00:21:02.160 --> 00:21:04.940
great thing to do. A lot of entrepreneurs, I

00:21:04.940 --> 00:21:06.720
think, struggle with that because they're often

00:21:06.720 --> 00:21:10.279
looking back. They're looking back at the things

00:21:10.279 --> 00:21:12.900
that didn't work and they're kind of dwelling

00:21:12.900 --> 00:21:16.380
on the past and it's not really going to do you

00:21:16.380 --> 00:21:18.460
any good to do that unless you're learning a

00:21:18.460 --> 00:21:20.480
lesson, unless you're learning something important

00:21:20.480 --> 00:21:23.140
from those experiences and applying it to how

00:21:23.140 --> 00:21:27.859
you're behaving in today's world. I also just

00:21:27.859 --> 00:21:30.440
want to circle back real quick of what you also

00:21:30.440 --> 00:21:39.460
said, is that I have many different streams of

00:21:39.460 --> 00:21:45.819
revenue for my business. Some are, they're not

00:21:45.819 --> 00:21:49.460
all very time consuming, so it's not like...

00:21:51.339 --> 00:21:53.700
Put all your energy doing this and everything

00:21:53.700 --> 00:21:56.140
that too and put all your eggs in one basket

00:21:56.140 --> 00:22:00.680
Because I've seen a lot of people I'm not gonna

00:22:00.680 --> 00:22:02.579
name any names but I've seen a lot of people

00:22:02.579 --> 00:22:06.619
and it's like I got hit by this algorithm update

00:22:06.619 --> 00:22:10.059
I just lost a bit of money and it's like Sharon

00:22:10.059 --> 00:22:14.099
put your eggs in one basket and people look at

00:22:14.099 --> 00:22:18.799
me and I'm like Well, I told you. Should've put

00:22:18.799 --> 00:22:21.039
your eggs in one basket. And I was like, I know

00:22:21.039 --> 00:22:23.160
better. And I was like, because what other platform

00:22:23.160 --> 00:22:27.259
does that exist? I think I saw somewhere, shape

00:22:27.259 --> 00:22:30.119
and form, that one company was shutting down.

00:22:30.460 --> 00:22:33.559
And I was like, ooh, somebody should put their

00:22:33.559 --> 00:22:38.160
own eggs in one basket. And I felt bad for the

00:22:38.160 --> 00:22:40.859
people because I was like, I don't know where

00:22:40.859 --> 00:22:46.059
else to go now. Yeah, I mean, there's something

00:22:46.059 --> 00:22:49.880
to be said for that, right? For diversifying

00:22:49.880 --> 00:22:54.240
your revenue streams and having multiple, especially,

00:22:54.559 --> 00:22:57.720
I think, especially if you're going to be building,

00:22:57.900 --> 00:23:03.140
let's say, eight figure, nine figure, like you're

00:23:03.140 --> 00:23:05.880
not going to get there with one thing. We at

00:23:05.880 --> 00:23:09.240
IconMaker do, though, believe that you can and

00:23:09.240 --> 00:23:13.720
should get to six and seven figures with one

00:23:13.720 --> 00:23:19.279
offer. You should be able to, especially with

00:23:19.279 --> 00:23:21.000
a high ticket offer, which is what we teach,

00:23:21.160 --> 00:23:24.720
that you can and should go to seven figures with

00:23:24.720 --> 00:23:27.039
one offer and be hyper -focused on just that

00:23:27.039 --> 00:23:31.000
one offer. After that, though, then it's a different

00:23:31.000 --> 00:23:33.099
conversation because you're at a different echelon.

00:23:33.140 --> 00:23:36.680
You're at a different... station in your business

00:23:36.680 --> 00:23:38.900
at that point. And it requires diverse strategy.

00:23:39.160 --> 00:23:41.500
So what we've talked about in our workshop is

00:23:41.500 --> 00:23:44.200
the fact that what gets you to six figures does

00:23:44.200 --> 00:23:47.359
not get you to seven. The same is true from seven

00:23:47.359 --> 00:23:50.200
to eight and eight to not like, as you reach

00:23:50.200 --> 00:23:52.160
these echelons, there's different strategies

00:23:52.160 --> 00:23:54.039
that would come into play to helping you get

00:23:54.039 --> 00:23:59.660
to the next one. It's a different play. And so

00:23:59.660 --> 00:24:01.880
there's stuff to be said for that. But I also

00:24:01.880 --> 00:24:05.309
think that, especially in our world, One offer

00:24:05.309 --> 00:24:10.430
to get you to seven figures. So I was curious,

00:24:10.490 --> 00:24:19.109
how did you go from being a TV anchor to what

00:24:19.109 --> 00:24:23.269
you're doing now? For me, it started in 2013.

00:24:23.670 --> 00:24:27.990
I just had this inner knowing that something,

00:24:28.690 --> 00:24:31.849
God, source, universe, somebody was speaking

00:24:31.849 --> 00:24:34.539
to me and saying, hey. It's time for the next

00:24:34.539 --> 00:24:37.900
step. But it took me several years. I would say

00:24:37.900 --> 00:24:41.700
it took me about four years, Jimmy, to finally,

00:24:41.880 --> 00:24:45.579
let's say, muster up the courage to leave that

00:24:45.579 --> 00:24:49.599
very, you know, to leave a great profession,

00:24:49.819 --> 00:24:53.339
to leave a great position, to leave a good salary

00:24:53.339 --> 00:24:55.619
and all that comes with it and the security of

00:24:55.619 --> 00:24:57.519
that. It took me about four years to find the

00:24:57.519 --> 00:25:00.940
confidence to finally leave in 2017 to start

00:25:00.940 --> 00:25:05.269
my company. but initially it started as a nudge

00:25:05.269 --> 00:25:07.789
it started as a kind of in in my heart knowing

00:25:07.789 --> 00:25:09.990
that there was something else i was supposed

00:25:09.990 --> 00:25:14.130
to start to do in 2017 i started the company

00:25:14.130 --> 00:25:19.309
just as myself and i was able to reach that six

00:25:19.309 --> 00:25:22.150
-figure echelon in the first year which was great

00:25:22.519 --> 00:25:24.539
in large part because of high ticket offers.

00:25:24.880 --> 00:25:27.480
And then from there, just continued to progress.

00:25:27.740 --> 00:25:31.279
And like you, you started your podcast, I think,

00:25:31.279 --> 00:25:34.119
during the pandemic. Well, I had started my third

00:25:34.119 --> 00:25:36.680
attempt at podcasting during the pandemic. But

00:25:36.680 --> 00:25:39.579
the third time I tried it, I did it with a different

00:25:39.579 --> 00:25:42.480
strategy in mind. I thought, what if I do a podcast?

00:25:42.839 --> 00:25:45.519
But this time I'll do it with the intent of building

00:25:45.519 --> 00:25:49.250
trust relationships with others. through the

00:25:49.250 --> 00:25:51.069
podcast. And that's when everything changed.

00:25:51.130 --> 00:25:52.710
That's kind of when the light bulb moment went

00:25:52.710 --> 00:25:57.369
off in my mind. I went, oh, that's how we should

00:25:57.369 --> 00:26:02.390
be using the podcasting modality or this format.

00:26:02.990 --> 00:26:06.309
And so that's really how it progressed. Then

00:26:06.309 --> 00:26:09.190
I got the attention of my business partner, Danella.

00:26:09.329 --> 00:26:11.470
We've known each other for years, but my business

00:26:11.470 --> 00:26:14.809
partner, Tom, I didn't know prior to... being

00:26:14.809 --> 00:26:16.710
on a networking event where he heard me speaking

00:26:16.710 --> 00:26:18.589
just like I am with you today about some of these

00:26:18.589 --> 00:26:21.670
ideas and strategies and caught his attention.

00:26:21.849 --> 00:26:24.049
The three of us got together, purchased assets

00:26:24.049 --> 00:26:26.210
from someone who was getting out of the podcasting

00:26:26.210 --> 00:26:29.309
industry, purchased those things and now have

00:26:29.309 --> 00:26:31.829
had several events and we continue to bring clients

00:26:31.829 --> 00:26:35.809
into our program on a consistent basis and on

00:26:35.809 --> 00:26:37.730
our path to serving a thousand people over the

00:26:37.730 --> 00:26:40.910
next few years. That's how this all came to be.

00:26:42.000 --> 00:26:48.339
I found it very interesting because, you know,

00:26:48.500 --> 00:26:53.359
I had many, I wouldn't say I've gone into corporate

00:26:53.359 --> 00:26:57.660
or anything. I've done like a lot of other kind

00:26:57.660 --> 00:27:05.019
of hands -on jobs. But it just, even though there

00:27:05.019 --> 00:27:08.680
was sometimes part -time or just in between stuff.

00:27:09.900 --> 00:27:13.980
I didn't find anything I liked that I didn't

00:27:13.980 --> 00:27:19.500
like where I was going. I enrolled in colleges

00:27:19.500 --> 00:27:22.579
to prove to myself that I could get a degree.

00:27:23.099 --> 00:27:24.859
And because even though I said I was not going

00:27:24.859 --> 00:27:27.400
to get a degree after high school, after graduating

00:27:27.400 --> 00:27:29.240
high school, I was like, I don't want to go to

00:27:29.240 --> 00:27:32.640
college. It's like, I hate school. But then to

00:27:32.640 --> 00:27:35.859
learn to be able to say, oh, I actually got to

00:27:35.859 --> 00:27:40.950
pick where I want to go. Here, you gotta learn

00:27:40.950 --> 00:27:44.289
boring science and boring math and boring history

00:27:44.289 --> 00:27:47.670
and, uh, I mean, not all history is boring, but,

00:27:47.730 --> 00:27:50.210
like, if it's anything with castles and middle

00:27:50.210 --> 00:27:53.029
ages, yeah, I'll learn that, but if it's anything

00:27:53.029 --> 00:27:56.430
else, it's like... Yeah. How many more times

00:27:56.430 --> 00:27:58.390
do I have to listen to the same history story

00:27:58.390 --> 00:28:01.869
over and over again? I'm sorry, but it bores

00:28:01.869 --> 00:28:04.369
you to sleep after a while. I mean, unless you're

00:28:04.369 --> 00:28:13.869
a big history fan, but... So my last few questions

00:28:13.869 --> 00:28:18.289
for you is how do you think people should leverage,

00:28:18.329 --> 00:28:23.349
how does people leverage podcasting to reach

00:28:23.349 --> 00:28:26.410
the audience that they want to reach and take

00:28:26.410 --> 00:28:28.880
it to the next level? You know, it's funny. I

00:28:28.880 --> 00:28:32.119
did an audio training just recently for someone

00:28:32.119 --> 00:28:34.680
who was struggling with that very question. And

00:28:34.680 --> 00:28:37.500
here's how I answered it. I said, start by making

00:28:37.500 --> 00:28:40.599
a list of who it is that you would like to meet.

00:28:41.039 --> 00:28:44.500
Who do you, who, if they knew who you were, would

00:28:44.500 --> 00:28:47.579
have a drag impact on your business? And start

00:28:47.579 --> 00:28:49.599
with that. It's an exercise we call Dream 100.

00:28:49.720 --> 00:28:52.339
We do it at some of our events. And it doesn't

00:28:52.339 --> 00:28:54.579
have to be 100. It could be 10, 20, whatever

00:28:54.579 --> 00:28:58.150
number it is. But it starts by identifying who

00:28:58.150 --> 00:29:01.970
are people that you'd love to know, more importantly,

00:29:02.150 --> 00:29:05.470
that they would get to know who you are. And

00:29:05.470 --> 00:29:08.450
you start with that list. And then you say to

00:29:08.450 --> 00:29:10.869
yourself, okay, great. So now that I have this

00:29:10.869 --> 00:29:15.829
list, who among those people, if you're looking

00:29:15.829 --> 00:29:18.690
at the lowest hanging fruit, who among those

00:29:18.690 --> 00:29:21.190
people have podcasts that they're hosting that

00:29:21.190 --> 00:29:23.369
we could approach and pitch ourselves to be a

00:29:23.369 --> 00:29:27.069
guest on their show? and provide value to them

00:29:27.069 --> 00:29:30.730
and their audience. And that's a great way to

00:29:30.730 --> 00:29:33.569
approach that, you know, to be able to drum up

00:29:33.569 --> 00:29:38.349
some momentum in that space. So that's how I

00:29:38.349 --> 00:29:41.789
answered the question. I think it stems from

00:29:41.789 --> 00:29:46.329
understanding that you need to build relationships

00:29:46.329 --> 00:29:48.250
with people. The question then becomes, well,

00:29:48.289 --> 00:29:51.160
who? Who are the people that I need to meet?

00:29:51.240 --> 00:29:53.359
Who are the people that I want to know? And more

00:29:53.359 --> 00:29:55.339
importantly, want to know me or that I want to

00:29:55.339 --> 00:29:59.880
know who I am. Because especially I think in

00:29:59.880 --> 00:30:03.680
the business space where there are a lot of cold,

00:30:03.880 --> 00:30:07.759
impersonal DMs and pitching and things of that

00:30:07.759 --> 00:30:10.319
nature going on, that's really the benefit of

00:30:10.319 --> 00:30:13.980
podcasting is because it allows you to be able

00:30:13.980 --> 00:30:16.720
to go to someone and say, hey, I'm not trying

00:30:16.720 --> 00:30:20.380
to pitch you anything here. I'm providing value.

00:30:20.559 --> 00:30:22.819
I'd like to get to know you. And we use this

00:30:22.819 --> 00:30:25.799
as a means of getting to, to meet people, new

00:30:25.799 --> 00:30:33.339
people in your space. And I was also, my next

00:30:33.339 --> 00:30:37.599
question for you is why do you think a lot of

00:30:37.599 --> 00:30:42.039
podcasts or is just drop off? Like for instance,

00:30:43.579 --> 00:30:47.079
I used to want to be a guest on every single

00:30:47.079 --> 00:30:52.200
person's podcast, but then I started realizing,

00:30:52.579 --> 00:30:56.220
you know, there's some people who just didn't

00:30:56.220 --> 00:30:58.900
have it all together. Now I'm not saying it has

00:30:58.900 --> 00:31:02.140
to be perfect, but I came across some people

00:31:02.140 --> 00:31:04.180
who didn't have any schedule tools, and it's

00:31:04.180 --> 00:31:07.000
like, I'll just reach out to you. I'm like...

00:31:07.000 --> 00:31:17.289
Yeah. Yeah, okay. So the question is, why do

00:31:17.289 --> 00:31:20.230
you think some podcasters just drop off kind

00:31:20.230 --> 00:31:24.430
of the face of the earth? Well, podcast hosts,

00:31:24.589 --> 00:31:27.309
I think why podcast hosts would drop off the

00:31:27.309 --> 00:31:30.789
face of the earth is because they've either made

00:31:30.789 --> 00:31:36.250
their production process too complex. They might

00:31:36.250 --> 00:31:40.130
not be using and leveraging proper modern tools.

00:31:40.799 --> 00:31:43.019
to allow for that to be more efficient they're

00:31:43.019 --> 00:31:45.059
spending too much time with no return on investment

00:31:45.059 --> 00:31:48.700
and so at some point actually i just had a conversation

00:31:48.700 --> 00:31:51.160
with someone today who was in that boat she said

00:31:51.160 --> 00:31:53.960
i've been doing my podcast for four years now

00:31:53.960 --> 00:31:56.700
and i have nothing i have no business to show

00:31:56.700 --> 00:32:00.559
for it and i go ah okay well it's because you

00:32:00.559 --> 00:32:03.720
haven't you know, have it applied a good strategy

00:32:03.720 --> 00:32:05.779
to how that would actually help your business.

00:32:05.880 --> 00:32:08.359
That's thing one. But thing two was she's just

00:32:08.359 --> 00:32:10.880
spending so much time in the production because

00:32:10.880 --> 00:32:13.880
she's doing it all herself. And so it's a chicken

00:32:13.880 --> 00:32:16.660
and egg situation. A lot of times with podcast

00:32:16.660 --> 00:32:19.690
hosts, they... often will you know they start

00:32:19.690 --> 00:32:21.130
the podcast and they're like well i can't afford

00:32:21.130 --> 00:32:23.150
to hire someone so i have to do it myself but

00:32:23.150 --> 00:32:25.170
then if i do it myself and i don't have a good

00:32:25.170 --> 00:32:27.809
strategy i'm not making any revenue and i can't

00:32:27.809 --> 00:32:30.670
have so it ends up being this endless cycle next

00:32:30.670 --> 00:32:32.589
thing you know you have a hobby and not a business

00:32:32.589 --> 00:32:36.930
i like what you said there especially because

00:32:39.529 --> 00:32:42.369
People not using modern tools. Somebody said

00:32:42.369 --> 00:32:45.069
that one time I came across somebody in one of

00:32:45.069 --> 00:32:47.170
my Facebook groups. They said that they spent

00:32:47.170 --> 00:32:50.609
four and a half hours editing a podcast. I'm

00:32:50.609 --> 00:32:54.490
like, okay, I'm sorry. It's like if you're spending

00:32:54.490 --> 00:32:56.970
four and a half hours, you could spend four and

00:32:56.970 --> 00:33:00.269
a half hours promoting it across platforms and

00:33:00.269 --> 00:33:05.160
they're marketing different strategies. okay,

00:33:05.339 --> 00:33:07.420
even I don't spend four and a half hours. And

00:33:07.420 --> 00:33:10.460
it's like, I might spend 30 minutes, but then

00:33:10.460 --> 00:33:12.440
I'm onto something else. And it's like, I don't

00:33:12.440 --> 00:33:14.400
care if there's a few arms here and there. And

00:33:14.400 --> 00:33:17.299
it's like, I don't want perfect. If I perfect,

00:33:17.319 --> 00:33:20.160
I might as well just have like a perfect picket

00:33:20.160 --> 00:33:22.240
white fence house on social media. Like everyone.

00:33:22.440 --> 00:33:25.720
Right. Well, I think that Jimmy, that is what

00:33:25.720 --> 00:33:28.279
the, that's one of the challenges is that people

00:33:28.279 --> 00:33:32.240
are, are producing their podcast for business

00:33:32.240 --> 00:33:35.759
in the wrong order. like for example in our program

00:33:35.759 --> 00:33:39.559
the podcasting part where and we and we by the

00:33:39.559 --> 00:33:41.500
way we actually produce the podcast for our clients

00:33:41.500 --> 00:33:43.099
we don't expect our clients to produce their

00:33:43.099 --> 00:33:45.660
own shows because we don't think that that's

00:33:45.660 --> 00:33:47.240
where they should be spending their energy and

00:33:47.240 --> 00:33:51.220
and and time they should be spending time building

00:33:51.220 --> 00:33:54.160
relationships so in our program we produce the

00:33:54.160 --> 00:33:57.740
podcast for them but aside from that that podcast

00:33:57.740 --> 00:34:00.660
doesn't even come into play until stage three

00:34:02.160 --> 00:34:04.819
And so it is a, it's a podcasting, you know,

00:34:04.819 --> 00:34:07.500
it's called seven figure podcaster program, but

00:34:07.500 --> 00:34:10.199
we don't do podcasting until stage three. Why?

00:34:10.420 --> 00:34:13.539
Because we have to have other stages singing

00:34:13.539 --> 00:34:16.639
and dancing before we even get to that podcast

00:34:16.639 --> 00:34:21.219
phase and stage, because we have the perspective,

00:34:21.380 --> 00:34:23.800
me and my business partners have the perspective

00:34:23.800 --> 00:34:25.780
of how we're actually going to leverage that

00:34:25.780 --> 00:34:29.420
podcast. It's about understanding the timing

00:34:29.420 --> 00:34:32.079
and how and the order in which to do things,

00:34:32.199 --> 00:34:35.139
which is a unique perspective. So my last two

00:34:35.139 --> 00:34:37.699
questions for you is, who is your favorite podcaster

00:34:37.699 --> 00:34:42.659
and why? And feel free not to say me. Oh, Jimmy.

00:34:43.079 --> 00:34:47.360
I like Kelly Roach. I listen to Kelly Roach a

00:34:47.360 --> 00:34:50.960
lot. I like that her podcasts are short and easy

00:34:50.960 --> 00:34:54.360
to consume. I'm a big fan of Michael Stelzner.

00:34:54.909 --> 00:34:57.809
I really like his AI explored podcast that he's

00:34:57.809 --> 00:35:03.510
launched recently. Gosh, I love anything by Donald

00:35:03.510 --> 00:35:06.489
Miller. And he has a whole team now, people that

00:35:06.489 --> 00:35:08.349
are producing different podcasts. Like he's not

00:35:08.349 --> 00:35:10.150
actually hosting some of those shows anymore.

00:35:10.789 --> 00:35:12.349
And actually it's the same as true of Michael

00:35:12.349 --> 00:35:14.889
Stelzner. And I think about it. So Donald Miller,

00:35:15.030 --> 00:35:18.130
anything from him, gosh, there are just so many

00:35:18.130 --> 00:35:19.550
of them, but those are the ones that come to

00:35:19.550 --> 00:35:21.469
my mind. Of course, I, you know, John Lee Dumas,

00:35:21.650 --> 00:35:24.449
entrepreneurs on fire, you know, There are a

00:35:24.449 --> 00:35:29.150
lot that I really enjoy, but I'm into AI right

00:35:29.150 --> 00:35:31.829
now. This is something that we're using operationally

00:35:31.829 --> 00:35:35.190
in our business to help collapse time and be

00:35:35.190 --> 00:35:36.889
able to efficiently produce a lot of the done

00:35:36.889 --> 00:35:39.730
-for -you elements that we're doing. So AI is

00:35:39.730 --> 00:35:41.170
the thing that's really on my mind right now.

00:35:41.250 --> 00:35:44.730
So my go -to is probably more so the AI export

00:35:44.730 --> 00:35:47.849
at this point. But I love all of those people

00:35:47.849 --> 00:35:53.190
I've mentioned. Yeah, I like AI as well. Not

00:35:53.190 --> 00:35:58.650
too creepy, but just enough to like, how can

00:35:58.650 --> 00:36:01.550
I make myself more efficient versus just like,

00:36:01.670 --> 00:36:04.889
let's make it really creepy and really scary.

00:36:06.210 --> 00:36:10.079
Yeah. Unless they can come up with a clone and

00:36:10.079 --> 00:36:12.760
clone me six different times, then I wouldn't

00:36:12.760 --> 00:36:14.539
mind that, just to creep my parents out. That'd

00:36:14.539 --> 00:36:17.760
be fun. And my last question for you is, where

00:36:17.760 --> 00:36:19.780
can people follow you, find you, learn more about

00:36:19.780 --> 00:36:23.329
who you are and what you do? Iconmakerlive .com

00:36:23.329 --> 00:36:25.690
is a great place to go to find out when our next

00:36:25.690 --> 00:36:29.590
workshop is. Iconmakerlive .com. I'm on LinkedIn.

00:36:29.690 --> 00:36:32.789
I'm active on Facebook. I'm somewhat active on

00:36:32.789 --> 00:36:35.429
Instagram even. So certainly sending me a message

00:36:35.429 --> 00:36:37.570
or connecting with me on any of those socials

00:36:37.570 --> 00:36:39.909
would work. We also have a Facebook group called

00:36:39.909 --> 00:36:43.150
Podcast Monetization System. And you can find

00:36:43.150 --> 00:36:46.230
us there as well and request to join. It's a

00:36:46.230 --> 00:36:48.769
group that's dedicated to helping. as the name

00:36:48.769 --> 00:36:51.110
would imply, it's a podcast monetization system

00:36:51.110 --> 00:36:54.150
for hosts and for guests to help them understand

00:36:54.150 --> 00:36:56.050
how they can do that. And we often do trainings

00:36:56.050 --> 00:36:58.010
and have a lot of resources that we provide there

00:36:58.010 --> 00:37:01.230
as well. Awesome. I look forward to staying in

00:37:01.230 --> 00:37:03.710
touch with you. I would love to have you back

00:37:03.710 --> 00:37:06.530
on the show in the future because I'm sure we

00:37:06.530 --> 00:37:08.889
can talk a lot more about podcasting and whatnot.

00:37:09.309 --> 00:37:11.289
Yeah. Thank you, Jimmy. This has been a pleasure.

00:37:11.329 --> 00:37:13.650
Thanks for having me on. Awesome. I hope you

00:37:13.650 --> 00:37:19.659
enjoy the rest of the day. So that's all the

00:37:19.659 --> 00:37:21.460
time we have for today. If you like the show,

00:37:21.579 --> 00:37:25.059
subscribe, leave a review, let me know how we're

00:37:25.059 --> 00:37:28.780
doing, but keep it polite. In the meantime, if

00:37:28.780 --> 00:37:30.460
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00:37:30.460 --> 00:37:33.320
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00:37:36.000 --> 00:37:39.360
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00:37:42.550 --> 00:37:44.349
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00:37:44.349 --> 00:37:46.289
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00:37:46.389 --> 00:37:48.989
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00:37:48.989 --> 00:37:53.809
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00:37:53.809 --> 00:37:58.960
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00:37:58.960 --> 00:38:02.059
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00:38:02.119 --> 00:38:04.280
Google, Spotify, and wherever you get your podcasts.

00:38:04.980 --> 00:38:08.280
In the meantime, stay healthy, stay safe, and

00:38:08.280 --> 00:38:10.260
stay motivated. And I'll be back for another

00:38:10.260 --> 00:38:12.159
brand new episode of Crazy Fitness Guy Helping

00:38:12.159 --> 00:38:14.199
Women Podcast. So that's Rico and Motivation

00:38:14.199 --> 00:38:16.699
with Crazy Fitness Guy. In the meantime, peace.

00:38:19.039 --> 00:38:21.420
Thanks for tuning in to another episode of the

00:38:21.420 --> 00:38:25.010
Crazy Fitness Guy Show. If you enjoyed this episode,

00:38:25.170 --> 00:38:27.949
this leave us a review so more people can find

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00:38:41.610 --> 00:38:44.989
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00:38:44.989 --> 00:38:49.050
up to in between episodes. In the meantime, stay

00:38:49.050 --> 00:38:55.159
healthy, stay safe, and stay motivated. Hydro

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