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How to Build Trust & Income with Authority Podcasting · Abbey the Podcast Lady

• 0:05
  Hello and welcome back to another episode of
• 0:08
  Abby the Podcast Lady. I am super excited. Podmatch
• 0:11
  has been hooking me up with some really cool
• 0:14
  guests and today is no exception. We are hanging
• 0:17
  out with my new friend, DM. Hi, thank you so
• 0:19
  much for joining us. I'm glad to be here. It
• 0:22
  is 9 a .m. So if I trip over my words, folks,
• 0:24
  just know that I'm not a morning person, but
• 0:26
  I'm here. I'm super caffeinated. So this is going
• 0:30
  to be great or an alternative to great. You know
• 0:33
  what? We can edit everything out. That's the
• 0:35
  beauty of podcasting is I have the ability to
• 0:37
  edit. So we hooked up on Podmatch. A pitch to
• 0:41
  me was I immediately I'm like, this sounds like
• 0:43
  a really good conversation that I can have with
• 0:46
  someone who's doing podcasting a little bit differently.
• 0:48
  And our conversation before we started recording
• 0:51
  today started with the fact that you've been
• 0:53
  working in the Internet space and been kind of
• 0:56
  a digital nomad for. 20 years now. So I'd love
• 0:59
  a little bit of background on who you are and
• 1:02
  what kind of your experiences in that space.
• 1:05
  So I did the digital thing. The world was still
• 1:08
  analog. It was 2001, 2002. I started a company
• 1:12
  in my, I guess you'd call it my home area. I've
• 1:16
  lived in a lot of places in my life, but in the
• 1:19
  place where most of my childhood was. And when
• 1:22
  I started this company with another guy, I came
• 1:24
  up with the product and wrote the scripting and
• 1:27
  the processes and put everybody in place. But
• 1:30
  I'm not a day -to -day guy always because I am
• 1:32
  a more of a leader motivator. So I can lead groups
• 1:36
  of people. But when it comes to like that granular
• 1:38
  management where you're sitting down with reports
• 1:40
  and blah, blah, blah, that's just not something
• 1:43
  I enjoy. So my partner ran the day -to -day,
• 1:45
  but... we still needed somebody to kind of like
• 1:48
  keep looking at everything, looking at the books,
• 1:50
  looking at the margins, looking at the people,
• 1:52
  the production products, you know, all that fun
• 1:55
  stuff. And so I was like, well, I don't need
• 1:57
  to be here every day to do this. At the time
• 1:59
  I was married to somebody, I was young. I got
• 2:01
  married at 19. This is my early, I guess I'm
• 2:04
  24, 25 now. So I've been married a few years,
• 2:07
  but I was like, you know. I don't have to be
• 2:10
  here. Why don't I just sign off for a residual
• 2:12
  percentage, oversee the company, and then I'll
• 2:16
  travel. So we did a lot of that. We traveled
• 2:18
  across the US. And then I built a house over
• 2:20
  in Romania, where my ex -wife was from, and we
• 2:23
  lived over there. So when I got over there, I
• 2:25
  was like, I got to run the business. Otherwise,
• 2:27
  this just isn't going to work. So at the time,
• 2:30
  it was $100 a minute to call the US from there.
• 2:34
  And so, yeah, very expensive. It was still like,
• 2:37
  you like picked up the phone in Romania and you
• 2:38
  were like, hello, operator, please put me in
• 2:41
  touch with number 447822. It was crazy. It was
• 2:44
  like stepping back into the 20s in my mind. The
• 2:47
  other 20s, not the ones we're in, the ones that
• 2:49
  are way before all of us. The last 20s. The last
• 2:52
  20s. And so in the 1900s, as they like to say
• 2:56
  now, I found this calling card. It was 375 a
• 2:59
  minute. So I would call my clients. I would call
• 3:01
  my team. I would, you know. look at stuff on
• 3:03
  the internet, but I don't know if you've ever
• 3:05
  had to use a calling card, Abby, you're probably
• 3:07
  not. Okay. So, you know, you got to dial like
• 3:10
  a long number and then you got to dial like 16
• 3:13
  digits and then you got to dial the access code
• 3:15
  and then you dial the number. The problem with
• 3:17
  it takes like three minutes to dial one number,
• 3:19
  but the second you miss one number, you got to
• 3:21
  start over. So back to the very beginning. Yes.
• 3:25
  So I'm managing this company on calling cards
• 3:28
  and dial up from Romania. And, you know, it worked
• 3:31
  for a few years and it was fun. And then the
• 3:34
  rest of my career, you know, I've done everything
• 3:36
  from, you know, having a little company with
• 3:38
  just like two Filipino VAs and a writer. And
• 3:40
  I flipped newspaper space for good margins just
• 3:43
  to have something to do and make money while
• 3:45
  I did other things. To now, I mean, you know,
• 3:48
  I've had the bigger journeys of taking a few
• 3:50
  companies from like less than a mil to like three
• 3:52
  to five mil within. wanted two to three years.
• 3:55
  So now I've like, I build my life this way. Like
• 3:58
  I've been digital. I don't even really like to
• 4:01
  consider opportunities if I'm in a place where
• 4:03
  I don't want to create one. I don't really consider
• 4:06
  anything that doesn't give me freedom because
• 4:07
  to me, freedom is the best benefit you can get
• 4:11
  from a job. If a job ties you down, it does not
• 4:15
  give you freedom. It anchors you to one space,
• 4:17
  to one place, to one experience over and over
• 4:21
  and over. And I'm just not about that life. Does
• 4:23
  that answer your question? I think I covered
• 4:25
  four questions there, but digital, nomad, 20
• 4:28
  years. Correct. There you go. Very much like
• 4:31
  a kindred spirit. I feel the same way. I literally
• 4:34
  just had a nightmare last night that my friend
• 4:36
  made me go to school to be an x -ray tech. I'm
• 4:38
  like, but I don't want to be an x -ray tech.
• 4:40
  I don't want to work at the same place every
• 4:41
  day. Don't make me do it. Yeah. Yeah. I know
• 4:45
  that feeling. I did do corporate for about four
• 4:47
  years when my kids were teenagers. It was fine
• 4:50
  for me because I could work two hours a day and
• 4:52
  I was in the top 1 % of salespeople and upper
• 4:55
  like VP, C -level. They loved me as a big company.
• 4:58
  But I tell you what, I fought so much with middle
• 5:00
  management because they were like, it's not the
• 5:03
  point that you're number one or number two in
• 5:04
  the whole company. It's the point that you work
• 5:06
  two hours and walk around for six and chat with
• 5:08
  people. And I'm like. but this is how I am successful.
• 5:12
  I have freedom. I need to feel it. So yeah, they
• 5:15
  don't understand that. I've had that corporate
• 5:17
  versus entrepreneur mindset conversation quite
• 5:19
  a few times. It's a challenging one. I have the
• 5:22
  same one. So how does podcasting tie into all
• 5:25
  this? Where did podcasting come into play on
• 5:27
  your journey? So in 2019, I started a passion
• 5:31
  project in, I lived in Austin at the time. That's
• 5:33
  kind of my home base from the US. My two of my
• 5:36
  older children live there. And then that's where
• 5:39
  my company's based out of. I started this podcast
• 5:41
  and it was more just like me wanting to. I mean,
• 5:44
  I'll just be honest. I was like, man, there's
• 5:45
  a lot of really cool people here and I'm just
• 5:47
  kind of in my own world. How can I get in that
• 5:49
  world? And then I was like, well, if I'm going
• 5:50
  to start a podcast, like I can't start it out
• 5:52
  of my garage with a couple of beers on an old
• 5:55
  couch with me and two buddies. Like I need to
• 5:57
  do something real. So I like hired a couple of
• 6:00
  like, I hired like a production. a couple of
• 6:03
  camera guys. I had three cameras, three or four.
• 6:06
  I had two sound guys. I had, you know, I don't
• 6:09
  know what they call them, but like a gopher person,
• 6:10
  a manager, a co -host that I paid a salary to.
• 6:13
  I spent about $150 ,000 on 60 episodes in three
• 6:16
  months just to contextualize it. But what I learned,
• 6:19
  and with no monetization strategy whatsoever,
• 6:22
  by the way, because my big thing was always no
• 6:25
  sponsors, no comps, because I was one of the
• 6:27
  first foodie influencers in Austin. And what
• 6:30
  a market to be a foodie influencer. Oh yeah,
• 6:32
  14, 15, 16, 17, 18 into 19. It was a fun time.
• 6:36
  But around about 19 is when the influencer culture
• 6:38
  changed. And it went from, I'm an influencer.
• 6:42
  Oh great, can you stop by too? I'm an influencer.
• 6:44
  No, I'm not giving you food and stop asking for
• 6:46
  it because I've had five people threaten to give
• 6:48
  me a bad review as an influencer and I don't
• 6:50
  want nothing to do with you people. And so I
• 6:52
  started just putting out there, no sponsors,
• 6:54
  no cops. That was like my whole tagline to everybody.
• 6:58
  So I kind of had a brand uphold and I was fortunate.
• 7:01
  I already had another business where I was, you
• 7:03
  know, working with attorneys, doing SEO and site
• 7:05
  websites and stuff. So I start the podcast and.
• 7:09
  It goes well. We don't light the world on fire.
• 7:11
  But, you know, we've got a few episodes with,
• 7:13
  you know, several thousand hits. We've got most
• 7:15
  have several hundred. And I end up having people
• 7:18
  like Ali Khan. He did like cheap eats on the
• 7:21
  Food Network. I ended up having some people that
• 7:24
  were, you know, who Gary Clark Jr. is. He's like
• 7:27
  a Grammy winning guitarist out of Austin. I had
• 7:30
  a couple of people on his record label on my
• 7:32
  show. So, you know, we were definitely like climbing
• 7:35
  up the social charts there. I ended up stepping
• 7:38
  away. because I just got too intense about it
• 7:40
  while having another business and it was taking
• 7:42
  off. And so I kind of thought, man, this was
• 7:45
  a waste. And six months later, I started having
• 7:47
  people contacting me. Well, actually as the pandemic
• 7:49
  started ending, because obviously then we went
• 7:51
  into the pandemic. So there really a lot of stuff
• 7:53
  ended. So people didn't ask much. But then when
• 7:56
  the pandemic ended or was ending, I started having
• 7:59
  people contact me. When I was coming back into
• 8:01
  town, I had moved out of town. They'd say, hey,
• 8:03
  I want to meet with you. I'm like, okay. And
• 8:05
  they'd be like, hey, you know. We're opening
• 8:06
  our own podcast studio. One guy was like, you
• 8:08
  know, we're doing one for BIPOC people. You've
• 8:11
  been really supportive of our cause and thanks
• 8:13
  for it. But man, I just want to show you what
• 8:14
  you inspired in this community. And I had a couple
• 8:17
  people show me and they all basically the premise
• 8:19
  was we learned that we need to stop waiting around
• 8:22
  for the Austin Chronicle and the Austin. you
• 8:25
  know, whatever. And, you know, the news outlets,
• 8:27
  we just started making our own content at a high
• 8:31
  level. They started building podcast studios
• 8:33
  and empowering people and doing all this stuff.
• 8:35
  And listen, I'm not saying I'm the godfather
• 8:38
  of podcasting in Austin because everybody knows
• 8:40
  that's not true. But what I will say is that
• 8:43
  I feel as if I've had the privilege to inspire
• 8:45
  a few key people that are now inspiring other
• 8:48
  people. So I kind of took that and my walkaway
• 8:51
  was production value made the difference because
• 8:54
  there was no less than 25 podcasts in Austin
• 8:56
  trying to get the same people on. But yet I had
• 8:59
  a wait list and they had a hope list. You know,
• 9:02
  it was one of those things where knowing that,
• 9:04
  then I still have my other business. My partner
• 9:07
  and I, we separate. He exercises his buyout option.
• 9:11
  Now we're five months away from my wedding. We're
• 9:13
  almost two years on the island or a year on the
• 9:15
  island. So it's not like I can just be like,
• 9:16
  I'll just go get another job. but I have a notebook.
• 9:19
  And while I was working with attorneys, one of
• 9:22
  the questions I would get consistently was, do
• 9:25
  you guys help with podcasting? And my partner
• 9:28
  didn't want to help with it. He wanted to build
• 9:30
  an answering service. So I was like, okay. But
• 9:32
  when it came time for me to kind of, okay, what
• 9:34
  do I want to do next? I was like, well, I like
• 9:36
  working with attorneys. I really like this podcasting
• 9:39
  thing. And I really think I can build it in a
• 9:41
  way where it benefits professionals because podcasting
• 9:44
  doesn't have to be. so what did what'd you do
• 9:47
  this weekend man yeah cool man like oh and then
• 9:49
  you know you know, shock jock kind of stuff and
• 9:52
  all that. There is a way to podcast in a professional
• 9:55
  way that benefits the professional and benefits
• 9:58
  the public. And so I started structuring that.
• 10:00
  We soft launched December of 23. We fully launched
• 10:04
  May of 24. It was just me and my VA. Then it
• 10:07
  was me, my VA, and a guy who had worked for me
• 10:10
  in Pakistan for a few years that I didn't really
• 10:12
  know him, but I knew of his work and he knew
• 10:14
  me through the work. And then May 1st, we started.
• 10:17
  And now here we are. A year, 19 months from that
• 10:21
  start point, we've got a little around 200 clients.
• 10:24
  We've got about 60 people on the team across
• 10:26
  12 countries. And we pretty much don't, I mean,
• 10:29
  yes, we market, but we don't take people from
• 10:32
  who the heck are you to, okay, fine. We now take
• 10:35
  them from, yeah, I want to know more. How do
• 10:37
  I do this? Or how can I get involved? And then
• 10:40
  we bring them on. So it's been a great journey
• 10:42
  so far. That's amazing. I love hearing stories
• 10:45
  of people podcasting in unique ways, finding
• 10:48
  those unique markets that aren't just the bros
• 10:52
  on the couch in the garage. It's the professionals
• 10:54
  that are looking to elevate their messaging and
• 10:57
  really like hone into their specific audiences.
• 11:00
  And I think that it's so cool that you're doing
• 11:02
  this and you're doing it at such a large scale.
• 11:05
  honestly, a short amount of time. Why do it if
• 11:07
  you're not going to do it fast and right? I said
• 11:09
  this once, I was just like, listen, I would rather
• 11:11
  be the heavyweight champion of the world than
• 11:13
  beat up a kid in the parking lot. Like I'm an
• 11:15
  all in kind of person. I think what they asked
• 11:17
  me was, what do you say to somebody with a side
• 11:19
  hustle? And I said, stop believing in side hustles.
• 11:22
  It's either your thing or it's not, you know?
• 11:24
  So that was kind of like, that's my mind frame
• 11:27
  is we're doing this. Let's go. And honestly.
• 11:30
  I've held back growth. I sold the first hundred
• 11:32
  clients, developed the sales process, developed
• 11:35
  the product, listened to the clients, changed
• 11:37
  the product, relaunched the product in November.
• 11:39
  So basically six months of like the first launch
• 11:42
  product. And then when we relaunched in November
• 11:44
  or late November, early December as LPN 2 .0,
• 11:48
  then I had a sales guy that took over in January.
• 11:52
  of this year. And since then I've stepped back
• 11:54
  and all I do is podcast, vision cast, you know,
• 11:57
  kind of work on the company, but I've held back
• 12:00
  growth. I could have five full -time salespeople,
• 12:02
  15 setters. I could just work on the marketing
• 12:04
  systems and we could probably sell a hundred
• 12:06
  people a month with the amount of traffic that
• 12:09
  we've created just from dipping our toes into
• 12:11
  different things. That is absolutely incredible.
• 12:14
  Congratulations on all the success with it. It
• 12:16
  is just astound. I'm amazed by it and inspired
• 12:19
  by it. So I just think it's, it's so. dang cool.
• 12:22
  It's so cool. I never count anything as success
• 12:24
  until I cross the finish line, but I do appreciate
• 12:27
  your cheering me on. Oh, I'm cheering. I got
• 12:30
  the posters up. I got the noisemakers cheering
• 12:32
  as loud as I can. So this is kind of a unique
• 12:35
  way to monetize the podcasting industry. And
• 12:39
  you had mentioned that you have five ways to
• 12:41
  monetize when it comes to podcasting, which I
• 12:44
  always get the question of, well, how do I make
• 12:46
  money off this? And it's usually the first question
• 12:48
  people ask me. So let's dig into that. Give me
• 12:51
  some tips and tricks for people. Let's start
• 12:53
  with the two traditional ways that we think of
• 12:55
  when monetizing podcasts. First of all, your
• 12:57
  CPM grab, right? So you get money from YouTube
• 13:00
  for so many views, from Apple for so many views.
• 13:03
  CPM is like what they pay you per like million.
• 13:06
  Some it's per thousand, but usually it's per
• 13:08
  million nowadays. So there's that traditional
• 13:11
  route. And like, I work with attorneys. So let's
• 13:13
  think about this for an attorney. Let's say they're
• 13:15
  getting 2 million views a month, which how on
• 13:17
  earth we would get an attorney show to have 2
• 13:19
  million views a month is beyond me. But let's
• 13:22
  just pretend in the perfect world, we're getting
• 13:24
  2 million views a month. So from this 2 million
• 13:26
  views a month, the attorney is going to get give
• 13:29
  or take $1 ,500 per million from YouTube, right?
• 13:32
  It's kind of a give or take. So let's say they
• 13:34
  get 2 million on YouTube on each format. So they're
• 13:37
  going to get roughly $1 ,500 per million from
• 13:40
  YouTube, depending on the demographic. It could
• 13:42
  be up to 6K, but generally I've seen about 1
• 13:44
  ,500. So they're going to get $3 ,000 from YouTube.
• 13:47
  Then they're going to maybe get a couple thousand
• 13:48
  from Apple, a thousand or two from... not much
• 13:51
  from Spotify, just like Snoop Dogg said he had
• 13:54
  like 4 billion views and made 40K or something
• 13:56
  like that. I think that was last year or something.
• 13:58
  So yeah, if you're doing this for Spotify money,
• 14:00
  good luck. But let's say all in, you're getting
• 14:03
  like 10K a month, but you're an attorney, right?
• 14:06
  So you're getting 2 million views. You're making
• 14:07
  $120 ,000 a year on this like podcasting business.
• 14:11
  So that's number one. Number two. you could do
• 14:13
  sponsorships. Kind of the same thought, it's
• 14:16
  just different ways, a little bit harder to get
• 14:17
  the money because it's not more passive. You
• 14:19
  know, you got to go get the people, sign the
• 14:21
  contracts, put them in your show, blah, blah,
• 14:22
  blah. But let's say you get your show up to 10K
• 14:25
  a month with that. So those are the two that
• 14:26
  most people think of. But as a professional,
• 14:29
  there's really, and this is what I see as the
• 14:32
  key, is understanding that podcasting can do
• 14:34
  way more than that. Number three, and the one
• 14:36
  that I think is great for professionals, is using
• 14:39
  it as a networking tool. You are building a podcast
• 14:44
  to build relationships with people who will send
• 14:47
  you clients. So again, I'll use the injury attorney,
• 14:50
  that same injury attorney, you know, let's take,
• 14:52
  pretend we've got five injury attorneys. So the
• 14:54
  first one's getting 10K a month because he is
• 14:57
  getting money from, you know, the outlets. The
• 14:59
  second one's getting 10K a month because he's
• 15:01
  getting sponsorship dollars. The third one says,
• 15:04
  you know what, 10K a month. you know, my firm
• 15:08
  needs to make five mil a year. What is that going
• 15:10
  to do for me? So they decide to launch Injury
• 15:14
  in Atlanta and they interview chiropractors and
• 15:19
  they interview physical therapists and they interview
• 15:22
  insurance adjusters and they build relationships
• 15:25
  with these people who then will refer them business.
• 15:29
  Because most people, if you say to them, and
• 15:31
  this is changing a little, but it's only going
• 15:34
  to filter out. this being so easy, but if you're
• 15:37
  doing it right, it'll be okay. But if you say
• 15:39
  to somebody, hey, Mr. So -and -so, I got a great
• 15:42
  thing I want to present to you. You want to go
• 15:43
  for coffee? They're going to be like, oh, you
• 15:45
  know what? Check with my receptionist. I might
• 15:47
  have something on the second of neverary, but
• 15:49
  double check that because that might not even
• 15:51
  be available, right? But if you say to them,
• 15:53
  hey, I'm doing this podcast on injury in our
• 15:57
  market. And I've seen you in the marketplace.
• 16:00
  I hear your impact. I think people would really
• 16:02
  want to hear from you. They're going to come,
• 16:04
  they're going to show up, and you can build that
• 16:05
  relationship. So you've got that way. Then you've
• 16:08
  also got, you can build relationships, referral
• 16:11
  relationships, or you can interview your clients
• 16:16
  directly. Now, some people don't like this. And
• 16:19
  this is kind of showing up where people are like,
• 16:21
  did you know people will ask you to be on their
• 16:23
  podcast? And then when the podcast is done shooting,
• 16:25
  they'll pitch you their product. And it's really
• 16:27
  just a sales strategy. I'm seeing it show up
• 16:29
  on LinkedIn. So be careful. If you're going to
• 16:31
  use this strategy, be super smart and add a ton
• 16:34
  of value. Even if you pitch them, they better
• 16:36
  get more than just a pitch from you. Let me just
• 16:38
  say that. But you can do that. And I know people
• 16:40
  that sell this system. I know people that do
• 16:42
  well with this system. It's probably not going
• 16:45
  to work for more than another year or two, but
• 16:48
  it'll still work unless you're doing it, like
• 16:50
  I said, right. Then the last one is what I call
• 16:53
  an authority podcast. And this is what we focus
• 16:56
  on. Not saying I invented it. Not saying I came
• 16:59
  up with it. I probably saw it somewhere. But
• 17:02
  in my mind, I thought of it, this is how I want
• 17:04
  it to work. So it's probably a conglomeration
• 17:06
  of other brilliant people. And I just put it
• 17:08
  in a blender, poured it out and said, here's
• 17:09
  a smoothie, right? So what we focus on is we
• 17:13
  start with the archetype of the client of our
• 17:16
  clients. So you're an injury attorney, right?
• 17:19
  Yes. Now, do you want everything soft tissue,
• 17:22
  slip and falls, dog bites, you know, stuff that's
• 17:25
  going to maybe get you low five figures? Or are
• 17:27
  you holding out for like bone breakage, major
• 17:30
  things, seven figure, eight, nine figure sort
• 17:33
  of settlement stuff? In other words, are you
• 17:35
  only hitting grand slams or are you hitting base
• 17:37
  hits all the time? What is your strategy? And
• 17:39
  if they say to me, well, you know, I really want
• 17:41
  like catastrophic injury and brain injury or
• 17:44
  catastrophic injury, brain injury, you know,
• 17:46
  wrongful death. I want the eight, nine. figure
• 17:49
  cases. Like that's what I want. Then what we're
• 17:52
  going to do is we're going to create a content
• 17:54
  plan. It's going to create about a 20 minute
• 17:56
  podcast that answers seven to 10 questions for
• 17:58
  a very specific person in a very specific time
• 18:02
  with a very specific need and a very specific
• 18:06
  hurt. So this session today, you know, your loved
• 18:09
  one just came out of, you know, is in the hospital
• 18:12
  with a brain injury from something that happened.
• 18:15
  What do you do next? And they answer seven questions.
• 18:18
  Now that thing might only get 30 views, but of
• 18:21
  those 30 views, five of them call you and three
• 18:24
  of them hire you and you make $400 million. You
• 18:28
  tell me, which would you rather have? $120 ,000
• 18:32
  a year podcast that brings you $10 ,000 a month.
• 18:36
  or a $4 million a year client acquisition system
• 18:39
  that builds trust and authority before they ever
• 18:44
  walk in your door. Because that's the other thing,
• 18:46
  in my opinion, about authority podcasting is
• 18:48
  it's very good for commoditized industries like
• 18:51
  legal, like insurance, like real estate, any
• 18:54
  sort of professional. They're knowledge professionals.
• 18:57
  And the thing that sets them apart is what? What
• 18:59
  they know. But yet, how do we gauge them? a website
• 19:03
  that says, I know what you need to know, just
• 19:05
  call me. Yeah, the problem is every other attorney,
• 19:08
  every other real estate, every other mortgage
• 19:10
  says the exact same thing. But when I'm introduced
• 19:13
  to an attorney through, so now that service is
• 19:16
  commoditized if I do it that way, but if I'm
• 19:18
  introduced because they assuaged my fears, they
• 19:21
  answered my questions, they gave me clarity in
• 19:25
  a time of turmoil, frustration, and fear. Who
• 19:29
  do you think is going to win my business? You
• 19:31
  just got to super serve those people that you're
• 19:33
  going after. And people don't realize that that
• 19:36
  is a way to profit off of their podcast. They
• 19:38
  haven't been exposed to this level of thinking.
• 19:41
  And they think the only way is to get the ads
• 19:44
  and to get the thousands of downloads a month
• 19:46
  and get those. But this is such a better way
• 19:49
  because you're super serving your community.
• 19:50
  You're establishing yourself as the expert. That's
• 19:53
  what this is meant to do. And I just, I love
• 19:56
  that you're focusing on that and you're building
• 19:57
  a business. Yeah, we're super excited with it.
• 20:01
  I mean, we started with legal and that's been
• 20:03
  my niche, but I've been really like white collar
• 20:05
  my whole career with legal kind of being my specialty.
• 20:08
  And so. We're getting ready to launch the Authority
• 20:11
  Podcast Network and the Expert Podcast Network.
• 20:14
  The Authority is for people who want to be positioned
• 20:17
  kind of internationally with their business.
• 20:19
  The Expert are people who want to be positioned
• 20:22
  locally. So I'm your local real estate expert.
• 20:25
  I'm your local criminal defense attorney expert.
• 20:29
  So we're kind of creating that differentiation.
• 20:31
  And the reason why we're doing it, we get three
• 20:34
  to five people a week who reach out to us and
• 20:36
  say, I'm not a lawyer, but... I don't know anybody
• 20:38
  else doing what you're doing. How do I work with
• 20:40
  you? And we don't get as many of them as we'd
• 20:43
  like because we feel like we're kind of putting
• 20:45
  a square peg in a round hole and we're honest
• 20:47
  with them. We're like, I mean, we can put you
• 20:49
  into our ecosystem because like what I focus
• 20:51
  on is not podcasting. It's not marketing. It's
• 20:56
  creating an ecosystem that is self -contained.
• 21:00
  So we do podcasting. We do all the social media
• 21:03
  for our clients. One podcast creates a month's
• 21:06
  worth of content. We do website content. We've
• 21:09
  got these streaming TV channels that are launching
• 21:12
  next month. LPN Life, which is attorney content
• 21:15
  for attorneys. And then LPN Answers, which is
• 21:19
  for people who need attorneys. We are also launching
• 21:21
  a podcast matching service. Actually, Alex, I'm
• 21:24
  basically white gloving over top his service
• 21:27
  until he creates a white label situation. I'm
• 21:31
  white -gloving for some of my clients and starting
• 21:33
  to make this available where we're going to do
• 21:35
  guest matching and show matching within an ecosystem
• 21:39
  in a very tailored way to be like, all right,
• 21:41
  here are three people that fit exactly what you
• 21:43
  want for this episode. You can interview all
• 21:45
  of them or you could just tell me one of them
• 21:47
  to book. What do you want to do with it? So we're
• 21:49
  trying to create this whole ecosystem where you
• 21:51
  just come in and this and this and this, and
• 21:53
  it all feeds off of going into that one 30 -minute
• 21:56
  podcast, whether it's weekly. Twice a month or
• 21:59
  four times a month is up to you. This is the
• 22:01
  kind of stuff that I could nerd out about all
• 22:03
  day long. Absolutely love it. I love seeing people
• 22:06
  do things differently and it all starts with
• 22:08
  the core of it being a podcast. Like this is
• 22:10
  what lights a fire in my belly. Me too. You know,
• 22:15
  my wife said to me about two weeks ago, she's
• 22:17
  like, it's not fair how much you love what you
• 22:19
  do, right? You're not supposed to love what you
• 22:22
  do. I got that at Christmas this year. Yeah,
• 22:25
  you know, it's like, it's not my fault. I just
• 22:28
  sought my passion. And along the way, I learned
• 22:30
  that I had different passions that I even knew
• 22:32
  that I had. You know, if I did my passion of
• 22:35
  what I wanted when I was 18, my life would look
• 22:37
  very different. But as I've evolved and learned
• 22:39
  and grown and learned more about myself and more
• 22:42
  about people that I feel like I get along with,
• 22:45
  then it's propelled me into more and more of
• 22:48
  a vision for what I wanted my life to be and
• 22:51
  what I want to do to empower that life to exist
• 22:54
  to be. Because to me, How you make your money
• 22:57
  is just one aspect of who you are. It's like,
• 22:59
  what brand of toothpaste do you use? It's like,
• 23:02
  it really doesn't matter who are you outside
• 23:04
  of how you make your money is important to me,
• 23:06
  unless you make your money by doing the thing
• 23:08
  that you really are. And some of us are lucky
• 23:10
  enough to do that. Right, Abby? Yes. Incredibly
• 23:13
  blessed. And I am so upset that we're kind of
• 23:17
  on a time crunch today for recording this. It's
• 23:19
  full disclosure. It is literally the last day
• 23:21
  of 2025 as we're doing this. I wanted to talk
• 23:24
  about your podcast that you are. coming out with.
• 23:27
  We were chit -chatting about it before we started
• 23:28
  recording, and I think it's just a fascinating
• 23:30
  concept. So I would love to hear all about your
• 23:33
  new show that you have coming out that you're
• 23:34
  hosting. I am hosting. It is a faceless podcast.
• 23:38
  So that means if I'm traveling, like I love to
• 23:41
  do, I can do it from anywhere as long as I've
• 23:43
  got enough internet signal to get a good audio
• 23:44
  up. But it is called Building Authority Through
• 23:48
  Media. That's our state sort of approach, but
• 23:51
  it's actually, we call it BAM. And it is a 90s,
• 23:56
  Saturday morning cartoon style superhero narrative
• 24:01
  podcast with legal marketing experts. And if
• 24:05
  that sentence has ever been put together in history,
• 24:08
  I would love to see it. But what we do is we
• 24:12
  basically take this journey, our first four episodes,
• 24:14
  our journey through the land of LinkedIn. And
• 24:16
  we have four LinkedIn right now, mostly focused
• 24:19
  on legal, but this can really apply to any professional.
• 24:21
  We have four LinkedIn influencers, experts, consultants,
• 24:24
  whatever you want to call them. And each episode,
• 24:27
  we take two monsters on LinkedIn. clout posting
• 24:30
  fear of posting a bad bio getting tired of like
• 24:36
  you know the content exhaustion and we just kind
• 24:38
  of battle those as like monsters and we go through
• 24:41
  we do we have like a theme song it's animated
• 24:44
  with ai i have now i have two on the team that
• 24:47
  do ai on automations and all of that we got a
• 24:50
  theme song we got i mean we're excited about
• 24:53
  it on January 13th, we're actually doing a live
• 24:57
  premiere event where we're going to talk about,
• 25:00
  we're going to premiere the event. Then we're
• 25:02
  going to do a panel. We're trying to treat it
• 25:04
  like a movie premiere. So I hope you join us,
• 25:06
  Abby. It's going to be like noon central time
• 25:08
  on January 13th, if that's a Tuesday. We are
• 25:11
  doing like a premiere of it. And then afterwards,
• 25:14
  so then we'll do a panel with the episode that
• 25:17
  we premiere, myself, probably my producer, and
• 25:19
  then the young man who did the AI for it. So
• 25:22
  we'll do a panel. And then after that, we're
• 25:24
  going to take a few minutes and we're going to
• 25:25
  announce what we're calling LPN Eco, which is,
• 25:28
  so we started off with the legal podcast network,
• 25:30
  which then became LPN 2 .0. That's when we 10X'd
• 25:34
  our content delivery. We went from three pieces
• 25:37
  per episode to 30. Now we're launching LPN Eco
• 25:41
  for ecosystem. And that's when we're going to
• 25:43
  launch the... television net, the streaming TV
• 25:46
  networks. We're going to launch the podcast matching
• 25:49
  service and we're rolling that all into one.
• 25:52
  And what I do is. With my clients, when they
• 25:55
  signed up, if we only gave them three pieces
• 25:57
  of content, and when we raised the price and
• 25:59
  revamped and went up to the next thing, I kept
• 26:01
  them at their same price and gave them the new
• 26:03
  product. Then same price, new product. So it's
• 26:07
  been a crazy month. I thought it'd be kind of
• 26:08
  slow, but we've just been sending out a couple
• 26:10
  emails. Hey, guys, this is what we're going to
• 26:13
  add in January, and this is how much it's going
• 26:14
  to cost. This is how much it costs now. Usually
• 26:18
  in January, I kind of hope we do bring on maybe
• 26:20
  10 clients. We just signed our 25th client this
• 26:23
  morning, this month. So yeah, so we're super
• 26:25
  excited about it. Good for you. Yeah, I feel
• 26:28
  like this time next year, I'm priming my team.
• 26:30
  I believe in my heart will be somewhere around
• 26:33
  500 clients. That's my goal. But yeah, that's
• 26:35
  the podcast. And what I'm looking forward to
• 26:38
  doing now is just... Podcast casting, vision
• 26:41
  casting, and then podcast creation, where I'm
• 26:44
  just trying to show what I believe is the future
• 26:47
  of podcasting, which is great content, which
• 26:49
  is what podcasting has been founded on, with
• 26:52
  great production value, which is what... podcasting
• 26:55
  is going to with entertainment value, which is
• 26:58
  where I think podcasting needs to go and eventually
• 27:01
  will go. Every media outlet has that same arc.
• 27:04
  Look at radio, look at TV, look at YouTube. It
• 27:08
  starts here. Content is enough. And then it's
• 27:10
  got to be polished content. And then it's got
• 27:13
  to be polished entertaining content. So that's
• 27:15
  where we're going. And I'm just trying to kind
• 27:16
  of lead that charge in the professional space.
• 27:19
  I absolutely love it. I think that's a beautiful
• 27:21
  place to wrap this conversation up. I am so excited.
• 27:24
  to follow along with everything that you're doing.
• 27:26
  I have a couple of quick wrap -up questions here.
• 27:29
  The first one is, what is a podcast that you
• 27:32
  have been listening to lately that you've really
• 27:34
  been liking that isn't? One of your own. Not
• 27:36
  my own. I'm just kidding. No, I love the office
• 27:40
  ladies. That's my favorite podcast. Huge office
• 27:43
  fan. And to listen to Jenna Fisher and it's morning.
• 27:48
  So I can't remember Angela Kinsey, you know,
• 27:50
  really give you that inside scoop. And they have
• 27:52
  like guys from the sandwich cart that, you know,
• 27:54
  and people like, I just, I love that show. Cause
• 27:57
  then I'll do my rewatches. Cause. You know, with
• 28:00
  The Office, it's not do you watch The Office
• 28:02
  or, you know, have you watched The Office? It's
• 28:04
  do you watch The Office? It's always present
• 28:05
  tense. So yes, I watch The Office on a continual
• 28:08
  loop throughout my life. Dinner parties, my favorite
• 28:11
  episode. I've probably seen it countless times.
• 28:13
  Oh, I cringe so hard at that one. But that's
• 28:16
  what's great about it, you know? So The Office,
• 28:20
  ladies, that's my favorite. I love it. I love
• 28:22
  that they're also like, they got through all
• 28:24
  the episodes and then they're like, but we're
• 28:25
  not stopping. So let's just do it all over again.
• 28:29
  Yeah, they're like second helping or something.
• 28:30
  I think they call it. I love it. Second drink.
• 28:32
  Is that what it is? Something like that. I'll
• 28:34
  go look at it. But yeah, second drink, second
• 28:36
  helping, something like that. Great show, though.
• 28:38
  Fabulous. And then the last question I have is
• 28:41
  if people want to get in touch with you, if they
• 28:42
  want to follow along on all the crazy stuff that
• 28:44
  you're doing, where's the best place for them
• 28:46
  to find you online? For me personally, LinkedIn
• 28:48
  has been my digital language and my playground
• 28:50
  lately. So, you know, I post there. I pay attention
• 28:53
  to my inbox, you know, outside of my personal
• 28:55
  socials, which if we're not directly connected.
• 28:58
  It's probably best to approach me on LinkedIn.
• 29:01
  And then for my business and what we're doing
• 29:04
  and how we do it, thelegalpodcastnetwork .com.
• 29:07
  We'll even put stuff down at the bottom for our
• 29:09
  other networks so you can find the streaming
• 29:11
  networks and then the new podcast networks that
• 29:13
  we've got coming out. So yeah, I mean, those
• 29:15
  are the best places with our website. We have
• 29:17
  tons of testimonials. Listen, when you have something
• 29:21
  in your head and heart that you know will work,
• 29:23
  that drives you for a while. But when you start
• 29:26
  hearing that it is working and people love it
• 29:28
  and they're making money and they're growing
• 29:30
  their business because of it, that's when you
• 29:33
  just like, I get out of bed every morning around
• 29:35
  5, 5 .30 and I like wake up and I don't, I can't
• 29:38
  remember the last time I went, oh, another day.
• 29:40
  I gotta literally wake up and be like, all right,
• 29:42
  let's go. It's time. So that's how you can reach
• 29:45
  me. With LinkedIn, again, I post on there. I
• 29:48
  try to tell funny stories that I hope relate
• 29:50
  to business somehow, show pictures of my life,
• 29:53
  me, my dog, me on the island, me with my wife,
• 29:56
  you know, just be a real person because I think
• 29:58
  that that's where social networking on the business
• 30:00
  side is going. I love that. I will be sure to
• 30:02
  connect with you on LinkedIn because I can't
• 30:04
  wait to see, especially your dog, like show me
• 30:06
  all the dog pictures. We call her Kiwi the Talent
• 30:09
  Hound. What kind of dog is Kiwi? So she is a
• 30:13
  whippet beagle. So you can call her a wiggle
• 30:16
  or a bigot, but she prefers wiggle. I am so excited
• 30:21
  to see your dog. DM, this has been absolutely
• 30:24
  fantastic. Thank you so much for your time today.
• 30:27
  And I'm excited to see everything that you got
• 30:29
  coming up and launching so shortly. Absolutely.
• 30:31
  Thanks for having me on. And I hope your listeners
• 30:34
  enjoyed it. And connect with me as well, folks.
• 30:36
  I'm the same guy when you talk to me on LinkedIn
• 30:38
  as you listen to me here on. I mean, it's easy
• 30:41
  to podcast when all you do is just be yourself.
• 30:43
  It's very true.