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Elevate Your Podcasting Skills with CrazyFitnessGuy and Media Expert Sheryl Plouffe
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Jan 1, 2025
#crazyfitnessguy #weeklymotivationwithcrazyfitnessguy #crazyfitnessguyhealthylivingpodcast #jimmyclare Welcome to our final live stream of 2024, where excitement meets expertise! Join Jimmy Clare, widely known as CrazyFitnessGuy, for a memorable session. This event promises to be both inspiring and informative, as Jimmy brings his unique flair and enthusiasm to the table. In this special episode, Jimmy sits down with the incredible Sheryl Plouffe, a renowned expert in podcasting and media strategy. Sheryl has made a significant impact in the industry, guiding countless individuals to elevate their podcasting game. Her insights are invaluable for anyone looking to make their mark in the digital world, whether you're a seasoned podcaster or just starting out. Where To Watch?📺 Watch our show live on Facebook, YouTube, and Twitch or on our website at https://www.crazyfitnessguy.com/ About The Guest Sheryl Plouffe is the co-founder of ICONMAKER®. She and her partners lead coaches, consultants, and entrepreneurs to scale to six and seven figures with high-margin programs and podcasting. Their clients have generated over $3M in sales since 2023. For two decades, Sheryl was a highly respected Canadian television anchor and executive with The Weather Network. Follow Guest: Support CrazyFitnessGuy, Connect, Shop, And More!
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[Music]
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that has been listened to all over the [Music] world Listen to our podcast on all the
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major [Music] platforms tune in to listen and watch
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every week we cover everything that is healthy
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living we promote Healthy Living Through autistic
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eyes hosted by Jimmy CLA who was a motivational speaker and autism
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Advocate Jimmy has been featured in many Publications around the
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world this is the weekly motivation with crazy Fitness [Music]
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guy welcome to another episode of crazy F guy he podcast Rec motivation with crazy fness guy uh before we get started
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today's guest her name is Cheryl plof and is the founder of the icon maker she
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and her Partners lead coaches consultants and entrepreneurs to scale to six and seven figures with high
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margin programs and podcasting their clients have generated over $3 million
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in sales since 2023 for two decades show was a highly
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respected Canadian television anchor and execu executive with the Weather Network
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this will should be a really great conversation and I look forward to it and we're going to dive in and I'll
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share my where you can follow and everything at the end just to we stay on
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track and stay on time since I'm just been running on behind on everything thanks to my sinus infection thank you
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stuffy room and stuffy 97 degree weather out love it but here's Cheryl hey Cheryl
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hey Jimmy great to be with you today glad you're here uh before we get
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started can you tell us a little B about who you are what you do how you got started and why you got started well and
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I spent my professional career in television broadcasting as you mentioned in the introduction so 25 years on TV 17
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of those on National Television I managed a news department for several of those years and have uh had a variety of
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different roles in media started my company in 2017 initially in video marketing and digital marketing and
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today what we're really focused on doing at Icon maker is helping entrepreneurs to build sustainable seven fig
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businesses um and and to do that in a way that allows them to be able to live
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the life that they want and be able to have the impact that they want to have in their personal and professional lives
2:49
while also building the business so it's a it's a great um way that we have to
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approach this because it's a little bit contrarian I think to what some of the gurus out there are talking about in
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terms of what is the best approach to do so but um podcasting is something that
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we think aligns perfectly to our philosophy that it's about building High trust relationships between the guest
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and the host that actually propels the business forward I I I agree with that I I I do
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love podcasting I've been onund
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87 different podcasts in total I kind a little bit I knew was somewhere in the
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180s somewhere but uh but I love being on guests on people's podcast and I also
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like being a podcast guest I also a host
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I though I had to say some of the admin work of it kind of gets tedious um when
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you have to play followup with some people and it's like here's the right link and it's like I can't find the link
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and then it's like how much uh can I like pinpoint it for you it says
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location link next to it I can't specify it
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anymore well have you ever considered hiring an assistant to help you
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uh yes at some point but uh I'm not quite there yet yeah yeah well I think
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that's often what we see with uh especially podcast hosts who Embark to
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create this podcast and sometimes people will start the podcast um with intention that it'll be
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a business driver but there sometimes is a a lack of strategy on how that's
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actually going to be accomplished U that's something that we talk a lot about during our workshops as we talk about what are the actual strategies
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that you can use in order to make this not a hobby but to actually make this work for your business because there's
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nothing wrong with having a podcast if it is a hobby and but we we can't expect for it to be
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a driver for the business if it's actually built for a hobby so I think that's one of the big drivers and and
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differences that we see is what do you want this podcast to do for you do you want it to be something that you can use
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as a mechanism to leverage building relationships with others and then um
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and progressing from there for me uh when I created this
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podcast it was basically fun story very short but fun
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uh basically I started this right during the pandemic in
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2020 and it was because when I started my speaking career at the end of
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2019 it was uh it was the only way to get my voice heard around the world and
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I was like uh and I remember my college professor who I still stay in touch with
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and who's been been my mentor and also been uh uh giv me ideas here and there
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uh where to uh where else to uh take my business to to the next level and
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whatnot and at the time she's like Jimmy you need to start a podcast and I looked
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at her with like six heads and I'm like you expect me to do all this and go to
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school and do this she's like yeah I'm like are you nuts and but I'm glad that
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she pushed me to it because here I am for four uh almost five years of in the
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podcasting industry and I've been on some top charts and I'm like
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damn yeah yeah yeah it's it's it's it's interesting you know a lot of people
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question how do we actually monetize a podcast like what are the keys to actually doing that and and our opinion
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is that yes you want to leverage this this medium to build High trust
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relationships because relationships is a foundational activity that we have to be
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doing in business in order for businesses to grow and it's foundational
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so it doesn't matter like what social media platform before we came live here and before we started recording we were
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just talking about some of the changes that are happening on social media they're happening as you know so frequently like hour to hour dayt day
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things are changing inside those social platforms all the time so with those changes and algorithms and platform
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coming and going and this strategy and that tactic it doesn't matter what happens in all of that noise it doesn't
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matter if there's a pandemic what matters is do you have a foundational approach to building your business and
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one thing that is true is meeting people building relationships finding ways to
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collaborate finding win-win Solutions between you and other business owners is the key to Growing your own business and
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that doesn't matter doesn't matter what uh Trend or or tactic comes along this
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is a foundational approach to to Growing your business I I definitely 100% agree with
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you on that especially uh one thing I've picked up in the business world as well
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is that if you don't ask the answer is always no and I've kept that in mind
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with uh with getting sponsorships for my show and I'll be a I'm nowhere near like
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Joe Rogan or Louis house I'll be I'm honest because you I don't like people
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who like toot their own horn is like hey yeah here's all my numbers but then they turn out to be a bunch of phonies so I I
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like to keep everything open and honest because it's like if I'm open and honest
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this one coming back to me and bite me in the butt later on but the reason I Shar that is because uh because I landed
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three sponsorships one with the podcast editing company that I currently use uh
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podcastle and then I also partner with a I like to learn new things every single
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day but sometimes I don't always have time to read a let's say a 500 page
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self-help book uh because I don't like to read but you know it's like if I'm
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going to read it's either going to be one self-help book and then a few
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fiction books because I I grew up reading fiction and whatnot and
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so so it's called the the other partnership I had was a deep stash learn
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new things every day gives you like bullet point articles the main focus of
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each one it's like hey here's this learn something new and uh I partner with
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those and I partner with some another one just recently called blocker uh P to
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block out uh scammy annoying bad websites and and but but my point of
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sharing this is that just because you're a small podcaster doesn't mean you can
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uh share with uh get sponsorships and I learned that
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and if you don't ask the answer is always no because and I heard this some
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from somewhere as well if if if no one has heard of you
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like Joe Rogan like I mean everybody heard Jo Rogan but if no one heard of
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Jimmy CLA who the hell is Jimmy CLA well you have to go to the sponsor go to the
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people who you want to sponsor you like the other day while I was getting my haircut at a place that I like my get my
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haircut done I was like hey this could be beneficial I was like I'm just going to give them my business card I was like
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no hard feelings you don't want to do anything but I I was like I didn't get to pitch every little Nick and cranny
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because it's a haircut place it had to be in and out but I was like if they're interest they call me and no harm no
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faou yeah I know what you mean I mean it's I think it really stems from from
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what is your intent with your business like where do you want your business to go do you want to make a few extra
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dollars because this is a part-time gig and you have a full-time job and this is just for fun with a you know just to
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have a little spending money well the way that someone will approach their business if that's the case will be
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vastly different than someone who is who's whose profession this is full-time
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and they're dedicated to this full-time and have aspirations to build a sixf figure business in their first year um
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or or someone who has bigger aspirations to build a seven or even a bigger business than that over the next couple
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of years right how you that's really where it starts is defining where do you
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what do you want your business to look like it has to start with a vision of where you're at and a lot of the times I
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think that we come to that determination based on circumstances around us and
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stages in life you know like for me I'm I'm my you know in my early 50s now I
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have vastly different goals now than I did even 10 years ago let alone 20 years ago um in fact 20 years ago I mean I
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wasn't even in business I was an employee so I think that's where Jimmy it starts is just figuring out like what
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kind of business do you want it to be so for example if you're you know looking to just have a little extra cash in your
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pocket for you know travel or whatever the case may be it might be um it might
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be enough to get a few sponsorships and dribs and jobs here and there to be able to afford to do that but if you're
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building a six or seven figure business our view is that sponsorships and advertisements are not going to be
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enough to help facilitate those goals because there's not enough there's
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usually not enough audience for most podcasters to be able to Warrant the types of um sponsorships and
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advertisements that you would need in order to facilitate that you know if we look at um advertising as an example you
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know you if you can prove that you get a thousand downloads on your podcast an Advertiser might be willing to entertain
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talking to you at that rate but maybe you'd need more than that they'll pay you $25 to put an ad on your on your
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show for those thousand downloads well $25 is a far cry from six figures in
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Revenue so you have to have another way and there has to be a different strategy in order to build a sixf fig or a seven
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figure business through podcasting and it's really built around um those
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relationships and also looking at what it is you're selling like what is the
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thing you're selling what is the product or the service that you're selling and what price point is that at so that we
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can backward shape that and do the math and figure out well how many clients do I need to reach my
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goal I like all those things you just said uh for me
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at the moment uh my goal is is to kind of keep
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everything uh like in house I'm not looking to hire many many employees I
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because I I'll admit I'm kind of some of a control freak a little
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bit at least you ad it well yeah well there's some things I've been
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trying I've been shrugging on off here and there a little bit and
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uh there's some let's just say there was this not to go into too technical
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language because uh some people might not understand it but I got this I
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bought this uh tool the other day that uh would help me just get Google to
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start indexing more of my stuff because I found a lot of stuff that was just not
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uh that would just not index over the months and like what the hell Google
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it's like something's on strike apparently and I so basically uh I've
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been finding other ways to like right now I can't afford a
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employee where can I uh not spend all my time and doing a lot
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of ad men stuff so so this to basically handles it for me and it's like oh good
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somebody else can annoy Google and it's like I don't how to do it and so
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basically where I want to take my business is just to start speaking on stages and being on the front end of my
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brand versus just all the back end stuff and I've been finding places where I can
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do that uh to be afford for affordability and not just
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having to spend more money and it's not that I don't want to take my business up
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and up and up I'm just right now I'm taking at my Pace at the moment I'm
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trying to live in the moment at the moment because there's sometimes and there some days I'm thinking too far
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ahead and I'm like why are you not focusing here and now it's like you're
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woring about 20 plus years later or 10 years later or five years later and I was like why am I not focusing
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and now and the reason why it wasn't I haven't focused on now is because I had
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so many people telling me it's like Jimmy you got to focus on your future it's like why do you think I'm in
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college it's like it's like I'm technically doing what I'm doing from college and it's like media studies damn
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it and it's like here we go it's like I'm putting in my work yeah yeah yeah I
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hear you um I think um when it comes to setting goals
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you know I do think you want to think ahead for the main purpose of being able
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to reverse engineer getting there you know I am definitely I'm not a person I
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don't tend to be a person who looks back um I'm definitely a a more in the-
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moment person and looking forward kind of person but I don't look so forward
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that it stops me in my tracks right I'm looking forward so that I can plan for how to accomplish that that that thing
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so for example with icon maker me and my two business partners our intent is to
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serve a thousand entrepreneurs in our in our program over
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the next many years and then the idea is want to exit this this company at some
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point in the future and have someone buy us buy us that's our goal so we know
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that if we can serve a thousand entrepreneurs in our program and help them build a legacy business and to be
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able to build u a sustainable business we will have made our impact on them and
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through them but we will also benefit for ourselves at that point as well well we need to think about that Future
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Vision in order to backward shape how will we accomplish serving those thousand people and making decisions
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about how we run our company is always looked at through the lens of that Future Vision of what we want to
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eventually have happen so looking for forward isn't always a bad thing um but
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I do agree with you that staying in the moment staying present and staying like focused is a really great thing to do um
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a lot of entrepreneurs I think struggle with that because they're all often looking back they're looking back at the
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things you know that didn't work and they're kind of dwelling on the past and and it's not really going to do you any
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good to do that unless you're learning a lesson unless you're learning something important from those experiences and
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applying it to how you're behaving in today's uh world I also just want to Circle back
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real quick of what you also said is that that I'm I'm I have many different
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St streams of Revenue uh for my business H some
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are they're not all very time consuming so it's not like it just like put all
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your and this and everything that to and P your eggs in one basket because I've
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seen a lot of people I'm not going to name any names but I seen a lot of people and it's like I got hit by this
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algorithm update I just lost a but of money it's like shouldn't put your legs
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in my basket and yeah people look at me and I'm like well I told you should have put
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your eggs in my basket and it's like I know better and like because what that platform doesn't exist I think I saw
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somewhere somewhere shape and form that one company was shutting down and I was
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like oh somebody put their own eggs in my basket and like and I I felt bad for the people
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because they was like I don't know where else to go now it's like yeah yeah I mean there's something
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to be said for that right for um diversifying your your Revenue new
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streams and having multip especially I think especially if you're going to be
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building let's say uh eight figure nine figure like you're not going to get
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there with one thing we we at Icon maker do though believe that you can and
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should get to six um and seven figures with one
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offer like you you should be able to with a especially with a high ticket offer which is what we teach um you can
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and should go to seven figures with one offer and be hyperfocused on just that one offer after that though then it's a
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different conversation because you're at a different Echelon you're at a different station in your business at
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that point and it requires different strategy so what we talked about in our Workshop is the fact that what gets you
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to six figures does not get you to seven the same is true from seven to eight and8 to n like as you reach these
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echelons there's different strategy that would come into play to helping you get to the next one there it's a different
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play and um and so there there's something to be said for that but I also
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think that especially in our world one offer to get you to seven seven
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figures so I was curious how did you go from being a
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uh a a TV anchor to what you're doing
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now for me it's started in 20133 I just had this inner knowing that
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something God Source Universe somebody was speaking to me and saying hey it's
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time for the next step and but it it took me several years I would say it took me about four years Jimmy to
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finally I say muster up the courage to leave that very um you know to leave a
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great profession to leave a great position to leave a good salary and all
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that comes with it and the security of that it took me about four years to find the confidence to finally leave in 2017
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to start my to start my company but initially it started as a nudge it started as a kind of a in in my heart
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knowing that there was something else I was supposed to start to do um in 2017 I
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started the company just as myself and I was able to um reach that sixf figure
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Echelon in the first year which was great in in large part because of high ticket offers and then from there just
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continued to progress and like you um you started your podcast I think during the pandemic well I had started my third
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attempt at podcasting during the pandemic but the third time I tried it I did it with a different strategy in mind
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I thought what if I do a podcast but this time I'll do it with the intent of building trust relationships with
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others through the podcast and that's when everything changed that's kind of when the light bulb moment went off in
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my mind I went oh that's what that's how we should be using this the
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podcasting Mech U Mo modality or this format and um and so that that's really
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how it progressed then I got the attention of my business partner danella from we've known each other for years
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but my business partner Tom I didn't know prior to being on a networking event where he heard me speaking just
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like I am with you today about some of these ideas and strategies and and caught his attention the three of us got
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together purchased assets from someone who was getting out of the podcasting industry purchased those things and now
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um have had several events and we continue to bring clients into our program on a consistent basis and on our
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path to serving a thousand people over the next few years that's how this all came to
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be I found it uh I found it uh very interesting
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because you know uh I had many I don't say I've gone into corporate or anything
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I've done like a lot of other kind of Hands-On jobs but it
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just but even though they were sometimes part-time or just in between
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stuff I I didn't find anything I liked that I didn't like where I was going I
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uh I enrolled in college just to prove to myself that I could get a degree and
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because even though I said I was not going to get a degree After High School after graduating high school I was like
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I don't want to go to college and like I hate school but then uh to learn to be able to say oh I actually get to pick
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what I want to go learn and I just uh here you gotta learn boring science and
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boring math and boring history and uh I mean not all history is boring but like
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if it's anything with castles in Middle Ages yeah I'll learn that but if it's anything else it's like yeah how many
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times to listen to the same history still again I'm sorry but it BS you to
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sleep after a while I mean unless if you're a big history fan but I was not a big history fan the secrets
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out uh so so my last few questions for you is how do you think people should
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lever how does people leverage podcasting to reach the audience that they want to
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reach and take it to the next level you know it's funny I did um an audio
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training just recently for someone who was struggling with that very question and here's how I answered it I said
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start by making a list of who it is that you would like to meet who do you who if
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they knew who you were would have a dramatic impact on your business and start with that it's an exercise we call
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Dream 100 we do it at some of our events and it doesn't have to be a 100 it could be 10 20 whatever number it is but it
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starts by identifying who are people that you'd love to know more importantly
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that they would get to know who you are and you start with that list and then
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you say to yourself okay great so now that I have this list who among those
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people if you were looking at the lowest hanging fruit who among those people have podcasts that they're hosting that
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we could approach and Pitch ourselves to be a guest on their show and provide value to them and Their
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audience and and that's a great way to approach that you know to be able to drum up some momentum in that in in that
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space so that's how I answered the question um I think I think it stems
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from understanding that you need to build relationships with people the
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question then becomes well who you know who are the people that I need to meet Who are the people that I want to know
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and more importantly want to know me or that I want to know who I am because um
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especially I think in the in the business space where there are a lot of cold impersonal DMS and pitching and
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things of that nature going on that's really the benefit of podcasting is because it allows you to be able to go
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to someone and say hey I'm not trying to pitch you anything here I'm providing
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value I'd like to get to know you and we use this as a means of getting to to meet people new people in your
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space and I I was also my next question for you
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is why do you think a lot of podcast or just drop off like for instance H I used
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to want to be a guest on every single person's podcast but then I started
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realizing you know there's some people who just didn't have it all together no
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now I'm not saying like it has to be perfect but this I came across and some people didn't have any schedule tools
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it's like I'll just reach out to you I'm like yeah I know yeah
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okay so the question the question is why do you think some podcasters just
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drop off kind of the face of the Earth [Music] well podcast hosts I think I think why
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podcast hosts would drop off the phase of the earth is because they've either uh made their Pro production process too
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complex they might not be using and leveraging proper uh modern tools to
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allow for that to be more efficient they're spending too much time with no return on investment and so at some point actually
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just had a conversation with someone today who was in that boat she said I've been doing my podcast for four years now
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and I have nothing I have no business to show for it and I go ah okay well it's
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because you haven't you know haven't applied a good strategy to how that would actually help your business that's
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thing one but thing too is she's just spending so much time in the production because she's doing it all herself and
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so it's a chicken and egg situation a lot of times with podcast hosts they
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often will you know they start the podcast and they're like well I can't afford to hire someone so I have to do it myself but then if I do it myself and
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I don't have a good strategy I'm not making any revenue and I can't have so it ends up being this endless cycle next
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thing you know you have a hobby and not a business I like what you said there
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especially because uh people not using modern tools
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somebody said that one time I came across somebody in one of my Facebook groups is like that they spent four and
30:54
a half hours editing a podcast I'm like yeah okay I'm sorry it's like if you had
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spend four and a half hours it's like you could spend four and a half hours Pro promoting it across platforms and
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here and there marketing different strategies but okay even I don't spend
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four and a half hours it's like I might spend 30 minutes but then I'm onto something else it's like I don't care if
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there's a few arms here and there it's like I don't want perfect if I perfect I
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might as well just have like a perfect pick a white fence house on social Med like everyone right well I think that
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Jimmy that is what the that's one of the challenges is that people are are
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producing their podcast for business in the wrong order like for example in AR
31:41
program the podcasting part where and we and we by the way we actually produce the podcast for our clients we don't
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expect our clients to produce their own shows because we don't think that that's where they should be spending their energy and and and and time they should
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be spending time building relationships so in our program we produce the podcast for them but aside from that that
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podcast doesn't even come into play until stage three and so it is a it's a podcasting
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you know it's called seven figure podcaster program but we don't do podcasting until stage three why because
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we have to have other stages singing and dancing before we even get to that
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podcast um phase and Stage because we have the perspective me and my business
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partners have the perspective of how we're actually going to leverage that podcast so it's it's about understanding
32:35
the timing and and how and the order in which to do things which is a unique perspective so my last two questions for
32:42
you is who is your favorite podcast DM why and feel free not to say
32:47
me oh Jimmy um I I like Kelly roach um I
32:52
listen to Kelly roach a lot I like that her podcasts are short and and easy to
32:58
consume um I'm a big fan of Michael stellner uh I really like his AI explored podcast that he's launched
33:05
recently um gosh I love anything by Donald Miller and he has a whole team
33:12
now of people that are producing different podcasts like he's not actually hosting some of those shows anymore um and actually the same is true
33:18
of Michael stellner and I think about it so Donald Miller anything from him um
33:23
gosh there are just so many of them but those are the ones that come to my mind of course I you know John Lee do entrepreneurs on fire you know there are
33:30
a lot that I really enjoy but um but I I'm into AI right now this is something
33:36
that we're using operationally in our business to help collapse time and and be able to efficiently produce a lot of
33:43
the done for you elements that we're doing so uh AI is something that's really on my mind right now so the the
33:48
my go-to is probably more so the AI explored at this point but I love all of
33:53
those people I've mentioned yeah I like uh as well uh not to like a not too
34:02
creepy but just enough to like how can I make myself more efficient versus just
34:07
like let's make it really creepy and really scary and
34:13
yeah unless is they can come up with a clone and clone me six different times and I I would mind that just to keep my
34:20
parents out that'd be fun uh and my last question for you is where can people follow you find you learn more about who
34:26
you are and what you do icon maker live.com is a great place to go to find
34:31
out when our next Workshop is icon maker live.com I'm on LinkedIn I'm active on
34:37
Facebook I'm somewhat active on Instagram even so certainly sending me a message or connecting with me on any of
34:43
those socials would work we also have a Facebook group called podcast monetization system and you can find us
34:49
there as well and request to join um it's a group that's dedicated to helping as the name would imply it's a podcast
34:56
monetization system for hosts and for guests to help them understand how they can do that and we often do trainings
35:02
and have a lot of resources that we provide there as well awesome I look forward to staying in touch with you yes
35:09
I would love to have you back on in the show in the in the future because I'm sure we can talk a lot more about
35:14
podcasting and whatnot yeah thank you Jimmy this has been a pleasure thanks for having me on awesome I hope you
35:20
enjoy your rest of your day so that's all the time we have for
35:26
today if you like to show subscribe leave leave a review let me know how we're doing but keep it polite in the
35:34
meantime if you want to follow me on social media you can follow me at jimy CL speaker on Facebook and Instagram at
35:40
Jim CL speaker or jimm CL speak on Twitter you can follow crazy F Guy Crazy F guy on Facebook Twitter and Instagram
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or and make sure you tune in to the weekly motivation with crazy F guy on Twitch YouTube Facebook Twitter LinkedIn
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36:00
kicking me off of their uh from live streaming and once is epis goes live go
36:07
you can go on Apple Google Spotify and wherever you get your podcast in the meantime stay healthy stay safe and stay
36:15
motivated and I'll be back for another brand new episode of crazy fin Sky Healy one podcast Rec motivation with crazy
36:21
fin sky in the time peace [Music]
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