210: The Perfect Business Podcast With Ben Krueger

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Do you want to start a podcast or do you already have one and want to step up your game? Here are some of the key principles you need to know about podcasting. Joining Mitch Russo in this conversation is Ben Krueger, an entrepreneur, podcast advisor and founder of Cashflow Podcasting, a premium podcast launching platform that has worked with industry advocates, including keynote speakers, bestselling authors and leading consultants. Starting as an intern trying his hands out on his employers’ podcast, Ben quickly figured out the ropes of the podcasting industry and built his own business from that knowledge and experience. From strategic principles such as getting clarity about the purpose of your podcast and knowing your niche and audience, to choosing episode formats, podcast promotion, monetization and content repurposing, this episode is a veritable podcasting starter’s kit. Some of the most valuable tips can be the littlest ones, so don’t skip a beat on this one!

The Perfect Business Podcast With Ben Krueger

We are here to support you by making sure you know what is working in your business and in your life. If you’re reading now and have a business that is in need of some love, some revenue, and profits, then I want you to grab my latest new product. It’s called Profit Stacking Secrets. It started out many years ago as a new client assessment, but it grew and became more detailed as the years rolled forward. Hundreds of clients later, I refined it to be what you need, a blueprint to grow quickly with little investment using strategy instead of cash. If it sounds good to you, go to ProfitStackingSecrets.com and get your copy. Onto my guest and his incredible story.

We all got to start somewhere and for my guest on this show, he suffered the indignity and bad manners of his creditors wanting their money. He did reluctantly what most of us do when we reached that stage in our business. When it’s time to pivot, he fired his staff, trimmed expenses and work with creditors to restructure. It’s not his happiest day I’m sure, but his lessons in business didn’t end there. Next, he entered a particular business market. After trying for a little while, he found little evidence of success and hastily left only to find out he had left too early, leaving millions on the table. That’s how smart people become wise. They fail and then they learn from their mistakes. My guest has had his share of life experience. In this particular case, he’s decided to focus on his core value and that is teaching people how to start, build and grow their podcast for fame and fortune endorsed by the father of podcasting, John Lee Dumas. He’s here to share that hard one wisdom with you. Welcome, Ben Krueger to the show.

Mitch, I appreciate you having me on. I always love connecting with people. I enjoy talking about podcasting shops. I’m excited to be here.

We talk podcasting shop here so you’re at the right spot, Ben. Let’s get into it. I gave a little bit of your story here, but how did this all start for you?

I was working with a company as an intern. This is a small company that did a podcast called The Tropical MBA Podcast. It was all about building and growing location-independent businesses. Not just being a contractor gig industry mentality, but actual real businesses that didn’t have office locations. In working with this company, my internship had nothing to do with the podcast. Over a couple of beers, having some conversations with the founder of the company, who is also the host of the podcast, he was sharing how much work the post-production for their show was and how he wanted some of his team members to be working on other things. Over a couple of conversations, we talked through what kind of support and services and what needed to happen to make that work smoothly for them. I started taking over their podcast production, which was a lot of fun. It turned out to work well. They liked my work and started sending others my direction.

It got interesting and exciting for me when Andrew Youderian, one of the other people in this network and this group connected with me. He has a vetted community of eCommerce business owners. We had this conversation where he said, “I want to start a podcast. I want to do it right. I want it to be effective, but I don’t know what I’m doing. I don’t have the time to figure out all the strategies and all the technical pieces. I want to show up and be the expert, be the host, and have the rest handled for me.” We work together to figure out what that process would need to look like to bring his ideas and vision to the table, as well as what’s working for business podcasts and support the show from a technical standpoint so he could show up as the host and have a great show that generated business results. From that first conversation with him, that’s how the version of the business was born. We’ve been refining that process and expanding it ever since. That’s been the fun part.

FTC 210 | Podcast Principles
Podcast Principles: Be crystal clear about your audience. Think about it as a single group of people that share a single problem that you help solve as a brand.

 

Don’t you love it when you try hard to build a business or grow a company, struggled, give up finally, and then the right thing falls completely into place right in front of you? Isn’t that a wonderful feeling?

It almost appears out of the ether. Even working on the Tropical MBA Podcast as the very first production client of mine, I was trying and considering different business opportunities. When Dan is the host, when we initially started talking about the podcast, I was a little bit resistant towards starting to take over the production of the show. It turned out that was the perfect thing, timing and opportunity. It’s incredible when you stop trying to push and be the creator of everything. Things tend to fall into place, gain clarity, or pick up a little bit of a chunk of momentum on their own.

I resonate around the idea that success shows up ugly. There’ve been many times in my life when an opportunity came cloaked in disaster and sadness. We are talking at the beginning of June 2020, the world is starting to open up after a deep winter with the COVID virus out there. One of the first questions I asked myself when COVID hit was, how can I make the best of this time? What can I do now to take advantage of this in order to grow my company, grow my business, and grow as a human being? I was lucky that I had that viewpoint after having lived through so many of these moments in time when it didn’t feel good. That’s the way I look at life. If we head down this path, it’s going to become some spiritual show instead of a show about business. Ben, this is the thing, the name of your company is the Cashflow Podcasting. If there would be anybody I would ask, how do you make money with a podcast? It would be you. By the way, readers, Ben’s URL is CashflowPodcasting.com. Ben, let’s get into this. What is it that our readers need to do if they wanted to start a podcast? Give us an overview of how do you start? What do you do?

We were talking a little bit about the two sides to starting a podcast. There’s the technical piece, microphones, hosting, where do I submit the show and how do I get it onto my website and some of those pieces. There’s the strategy side of what type of show do I create? What’s my audience? What’s my objective? What am I trying to achieve? There are tons of information out there on the technical pieces. There are blog posts for days. We’ve got a fair amount of that content at CashflowPodcasting.com as well. What’s more valuable and fundamental is the strategy piece. What it looks like in terms of the quick rundown of launching a podcast is one, getting crystal clear on your objectives.

What is the point of the podcast? What’s the goal of you creating the podcast? How does it fit in with the other activities that you’ve got going on around your business, your brand, how you’re getting information out to your community, your people, your audience, your industry? Two, if it’s okay, I’ll lay out the basics is getting crystal clear about who your audience is. A lot of people will talk about being super specific to your audience. What I’ve found the key piece that brings clarity is think about your audience as one single group of people that share one single problem that you help them solve as a brand, not necessarily as your podcast. Your podcast becomes part of your brand, your message, your content, your way of communicating, and supporting those people.

A great example is one of our clients, Katrina Ubell, who has a podcast called Weight Loss for Busy Physicians. It is incredibly specific. Her audience is women physicians who have struggled with their weight. She helps them solve one specific problem through her content, her brand, what she does. You can see how that podcast stands out and allows people to self-identify with that show. It gives it that natural community piece. Whereas if she had a general weight loss podcast, it wouldn’t be nearly as strong of a community and of an identifier. I’m a big believer in starting with the end in mind, strategy and getting clarity around who your podcast is there to serve, who you’re there to be a hero for. Those are our first two steps for sure and there’s more, but I imagine we’ll get into those as we go here.

If you’re planning to do a podcast, the first thing you need to ask yourself is 'What’s the point?' Click To Tweet

That’s a good way to say it. I say it a little differently. I want to add to what you said. Certainly, get clear on your audience, but I think of it as get clear on your ideal client. The example you gave is perfect. Here’s a woman who specializes in weight loss and what she did is she niched down to find her ideal clients. In her case, her ideal client is a client that has money, a doctor, a client who’s busy, a doctor, a client who has a vested interest in reducing their weight because after all they’re treating patients and want to appear to be the picture of health. You don’t want an unhealthy doctor, do you? I think of the audience as a target audience or in this case, as an ideal client. Once you decide, if you don’t know your ideal client, then please do not start a podcast. It may be fun, but they call that a fade cast or a hobby.

I appreciate that you’re sharing that because the other piece to it as well is, and one of the things that I use as a side filter question when people are considering their audience or their absolute target client should be is who can you move the needle for the most? Who can you create value for at the end of the day and get tangible results? Those are the people that can be your sweet spot. When you get that nice Venn diagram, a cross-section of the people who have that pain point or have that challenge that you can help them with and you can get them results, then the marketing part is easy.

We got the target audience. What’s the next step?

Three is I’ve found a mindset. We’ve already touched a little bit on this, but when it comes to podcasting, it is a very intimate medium. People are listening to your voice. They’re listening to discuss and talk about topics in your industry. Maybe talk about an interview with other people in this space. They get a strong sense of who you are, your personality, how you approach and think about the industry, how you think about problems, and essentially address issues. What happens with podcasting is it’s a natural platform for authenticity. If you are showing up authentically, then it’s going to be a great supporter of what you’re already doing. If you’re showing up to try to cut a bigger chunk of the pie for yourself without helping grow the pie for the rest of the industry, essentially, if you’re there to be a taker, then podcasting will shine a light on that.

Whereas if you show up with the mentality that you’re there to serve and support your audience and industry, you’re there to be an advocate and an educator for those individuals. You use the question, what’s in my audience and industry’s best interest on a regular basis around podcasting and around your activities? Podcasting then is going to be a natural alignment for the way that you think and do business. If that’s not something that enters your brain space, as you’re considering moves, then podcasting might be something that you want to take a look at and see. If I do want to be someone who is considered a leader, a teacher, and a supporter of this industry, or is that not the role for me?

I’d add one more thing to what you said. I want to serve and support my industry, but the way I think about it is I protect my audience. I guard my audience with a vengeance against stupid, boring, selfish people. I apologize to any of my past guests who think I’m talking about them, but I’m not. If your show made it to the air, that’s not you. I have a folder with all the shows I’ve recorded and discarded. There are several. It’s obvious. If you’re interested in becoming a podcaster or going on a show to promote and not share, you’re in the wrong place. As you said, it’s as obvious as a heart attack.

FTC 210 | Podcast Principles
Podcast Principles: Thinking of each episode as a standalone resource makes a huge difference.

 

That dovetails into this next piece where what goes into your content is critical as a podcaster, which is obvious. What I think of as a fundamental principle of podcasting is considering each and every one of your episodes as a helpful resource as a standalone episode. Each episode addresses a specific topic or dives deep on a question or addresses a concern that your audience had. It covers an in-depth story, helps people understand a new mindset, or explore as a topic that your audience is interested in. You can bake examples. You can bake advice. You can bake case studies into these episodes.

The core piece here is thinking about your content as each of these episodes is a standalone resource and holds its weight and value as an individual asset. When you’re thinking that way, your content and your podcast, the value grows exponentially over time. Each chunk that you’re creating is an incredible resource. You can refer people back to it when people have questions in any community, they email you, or you’re having sales conversations with people. They ask a question and you can give them an answer. You can also go in more depth and share a podcast episode where you talked about that particular issue. There’s a lot you can go into there, but thinking of each episode as a standalone resource makes a huge difference.

That’s a great point to make as well. I’m glad you did that. There are times when I try to group interviews together based on the topic or subject for that purpose. There are other times when people apply, who are smart and wonderful people to be on the show. I reject them because we already had that person or someone like them come on the show previously. Before we go much further, I have a question to ask. What do you think about solocasting versus interviewing? Do you have a preference and how would you guide readers as to which one to do for their show?

One caveat that I like to share as well as a lot of people think if I start a podcast, I’m either going to do solo episodes or interview-based episodes and then I have to stick with that forever. That’s not the case. You can do shows that are mixed. You can do shows that are mostly solo with the occasional interview or vice versa. At the end of the day, what it comes down to is what’s in my audience’s best interest? Am I setting proper expectations with my audience so when I release a solo episode, it’s not a giant curveball and they have no idea what’s happening?

That’s important. When it comes to solo versus interview style, there are a few different pieces and it’s not one is better than the other. Each naturally lends themselves well to different objectives. I see solo episodes as an incredible way to build an advisor or coaching style relationship with your audience. It allows you to position yourself as the person who has knowledge that can teach, coach, guide, mentor people in your audience as readers through the content. Your content becomes teaching and guiding-focused. A lot of times, what we found works best there is not teaching specific step by step process for doing something like a tutorial.

It’s more teaching people, mindsets, concepts, and principles that they can then grasp more deeply for themselves. Katrina Ubell, the podcast for busy physicians, she does mostly solo teaching style episodes. A lot of her content is around shifting mindsets or having new mindsets around changing your relationship with your body, changing your relationship with food, changing your relationship with stress, and how you react when things aren’t going as smoothly as maybe you would like them to. There’s a lot there. On the interview side of things, I see interviews as an incredible way to network from a valuable position within your industry and build out a Rolodex of knowledgeable people and people with both expertise, interesting and valuable stories, and sharing the journey. Interviews can be great when you want to build your authority as a business owner or build and create your authority in a region or in an area especially if you can highlight others.

Find the people whom you could move the needle for the most. That’s your sweet spot as a podcaster. Click To Tweet

You can bring in others and expose them to your audience and to what you’ve created. Start with that value first of, “I’ve got these podcast listeners in this area. I would love to bring you on, feature you and your expertise, feature you and your journey, and share that with them.” It’s such a great way to open doors that otherwise calling to “pick somebody’s brain” or reaching out to somebody cold to make a connection like that is much more challenging. There’s a lot more value that can come from interview-based shows, but that’s some of the highlights for sure.

Readers, we are talking to the amazing Ben Krueger. He is the CEO and Founder of CashflowPodcasting.com. He’s sharing some incredible wisdom with us. He says, “Consider each of your episodes as a standalone complete package.” Ben, we’ve talked a lot about what the strategy behind the beginning part of the show is. Let’s get into the meat, the money. Let’s talk about Cashflow Podcasting. How do I make money as a podcaster?

I love this topic because a lot of people when they start talking about making money with podcasting, they talk about, how do I monetize my podcast? That idea is a little bit off-beat. I like to make the comparison of people asking, “How do I monetize my Twitter account?” You don’t. What you use Twitter for is engaging with people, creating conversation, and sharing what you’ve got and what other people are interested in. With podcasting, there are a few routes to making money.

One, there are sponsorships and ads. That’s a traditional route and that’s a classic radio model. Two is essentially promoting and sharing your own products and services, building a community around your brand of people that are prospects for your products and services. That tends to be far and away from the much more effective revenue-generating route for podcasts. There’s a third route, depending on the business model can work incredibly well as well is using the podcast as a way to reach out in a value first relationship to connect with potential clients as interview guests. A lot of times this is used in higher-level B2B sales. If your clients are all C-Suite execs, they’re department heads, or whatever that might be, it’s great from an enterprise standpoint.

The latter two approaches far and away tend to be the areas where more income and revenue are generated from podcasting. In order to make real significant money from podcast sponsorships, you have to have an impressive audience to be able to do that. The sponsorship rates are based on per thousand downloads per episode and they’re not high. Depending on how many ads you put into an episode, it’s between $20 and $60 an episode per 1,000 downloads or per 1,000 listeners for an episode. You can imagine if you were starting out with an email list or a social following of an average, relatively small business, the podcast sponsorship might pay for the podcasting efforts, but you’re not going to look at it as a profit center generally speaking.

To speak to the point that you made earlier. If you remember when I introduced you, the first thing I did before welcoming you onto the show was, I read my ad. I promoted my ProfitStackingSecrets.com product first. That backs up what you’re saying. The other thing that I wanted to point out is that my show, when it hit about 20,000 downloads a month, I started getting people approaching me about wanting to be a sponsor. Most of it made me gag. It wasn’t quite what I wanted. I love Tim Ferriss. I love his show. I’ve stopped listening quite a while ago because I’m tired of the 5 to 7 minutes of ads that he piles into that show at the beginning. It’s great that he does it.

FTC 210 | Podcast Principles
Podcast Principles: Mix up solo-casts and interview episodes! What matters in the end is what’s in your audience’s best interest.

 

How many times do you have to press the 30-second skip forward button to get through that? We’ve all done it. Especially if you listen to the same show consistently, you know which section of the podcast to skip through.

No one skips through my ads. Everyone loves my ads. I know that.

Here’s a fundamental difference. For podcasts, if you are listening to the show, the piece that a lot of people have challenges with, either they’re good at podcasting and they’ve got a great podcast, but it doesn’t drive much tangible business results for them or they go the other route where they’re trying to promote too much through the podcast. It doesn’t work well. We’re thinking of each episode as a standalone resource. We know that our content is valuable. We’re centering our content around stories and mindset shifts or concepts that people can learn, understand, and implement for themselves at some level.

A lot of times bite-size chunks are better because A, people will implement them and use them then. B, it’s a little bit like that little taste test at the grocery store where they’ve got the little tasty treat on a toothpick. You can get a sense for, you can try or test that person’s approach, that person’s prescribed solution to your problem or the thing that you’re trying to improve and grow at. What has to then happen and what works best is if podcasters use 1 maybe 2 clear, simple next-step options for people. When they’re ready to take the next step to get a solution to their problem or to look at ways of advancing in your topic area, you have a simple resource that helps them take that next step.

It’s exactly what Mitch did at the beginning of the episode is having that clear spot where people can go to get a chunk of a valuable resource, next step. You’ll notice it’s not a book, a sales call or book a consultation because that’s jumping from the first date to a marriage proposal where what we want to do is give people the stair-step ladder that they can take the next step when they’re ready because the timer’s running out on our super pushy sales funnel. By the end of the week, this thing is going to go away. We’ve all been through the email gauntlet series.

If I could summarize, the way to monetize is through sponsorships and ads, promoting and sharing your services, and using your podcast as a way to reach your own ideal clients as the show sponsor. Is there a fourth?

Podcasting is a natural platform for authenticity. Click To Tweet

There are various variations. You can do donation-supported podcasts. A lot of times those are cause-based shows.

That’s not suitable for business.

That’s a whole other thing. For other shows, you can use affiliate type offers, but that’s a variation on a theme. Those are the core ones that we’ve seen. You can also do industry partnerships, but that’s another flavor of sponsorships. Those are the core categories.

Let’s pivot again here. Let’s talk about repurposing. When you record a show with somebody and you’ve spent anywhere from 20 to 30 to 60 minutes with them, you have a lot of content. What is the best thing you can think of? Maybe you could take us through a small list of things people can do with that incredible content to promote themselves and their products.

There’s much effort that goes into creating it in the first place. The nice part is the other pieces don’t have to be you. The hard part of extracting your knowledge, your expertise, sharing what it is you know, or sharing the conversation that you’ve had with somebody where you extract valuable information, that you have a valuable conversation, and build out a story, that piece is done. A few things that can be done here, your podcast is always going to get the most engagement from your existing audience we have found. It is going to go out to the podcast platforms. When it goes out, we find that promotion through email is hands down far and away, the highest converting channel in terms of promoting the podcast out to other followings.

Sending an email out to your list. What we’ve noticed as well is when you share the podcast out to your list, you link back to the page on your website, where the podcast was posted. In the industry, we talk about that as a show notes page and that does a few things. One, it gets people going back to your website, which is where your opt-in offers are, your lead magnets, other blog posts, and other content. That’s also where your offers are. That’s where people can connect with you further. If they listen to you via iTunes or some of the other platforms, then they can find those links from that page. Email is going to be the first one hands down. If you do nothing else, I would always do email first.

FTC 210 | Podcast Principles
Podcast Principles: Give your listeners a simple call to action. It can go a long way in growing your audience.

 

Secondly is especially for podcasts in the business realm, LinkedIn is going to be a strong, valuable place for you. LinkedIn and Facebook, a lot of times are going to be the best places to share that episode out. With LinkedIn, what makes a lot of sense is to take little snippets either of the conversation, verbatim quotes, or you can take core concepts that were discussed, core ideas, or topics like you take a little snippet of what was discussed or what was there. You create a post about that particular snippet with a link back to that show notes to post on your website.

You can do that in the very first comment on a LinkedIn post as well because LinkedIn’s system doesn’t rank as highly posts to that have a link directly in the post itself. It doesn’t seem to mind if the first comment is a link. That’s a fun little scenario at the moment. We find one email to LinkedIn and Facebook tend to be effective. Twitter depending on your industry and depending on where your following is. What we like as well and this one takes a little bit more time and effort, but can be effective is using that episode.

This ties back into using each episode as a standalone resource and a piece of content that is valuable in and of its own. If you are active in online groups and communities like Facebook groups, LinkedIn groups, Quora threads, those kinds of things. If someone asks a question around a topic that you talked about in that episode, or someone posts up considering, “I’m thinking about this. Does anybody have any insights or reactions?” You can share the specific episodes as a valuable resource for people to refer to, not as a, “I launched a podcast, you should go check it out.” We see that all the time especially if we’re in groups and does anybody ever go check out those podcasts? They seem like there’s nothing in it for you.

Let me interrupt because you answered the wrong question, but I love your answers. You answered the question, how do I promote my show? My question was how do you repurpose your content? You covered some great stuff for promoting. I hope that’s something that most people do. I’m talking about this amazing 8,000 words that you shared with another human being, besides being recorded, being transcribed, and sitting there on your website, besides being promoted in little snippets on social media. Is there any other repurposing of this content that you have found to be valuable?

Thank you for clarifying as well. I went down that rabbit hole because in a lot of that promotion, you are using the same content or you’re using snippets of that content to get it out there. In other routes of repurposing, you can use them and compile them into eBooks depending on the topic, depending on what you talk about. Especially like you were talking about, if you create a couple of episodes around particular topics and those topics support each other, they can be bundled into eBooks. They can be bundled into posts. If you have a medium account or you create articles on LinkedIn, any of those other third-party platforms where you can post combining and reworking some of those episodes and some of either transcript or show notes that you’ve written for those episodes and combining the core concepts you can use as combo blog posts.

One of the other ones that we’ve seen people use is taking chunks of the conversation and putting it onto YouTube as little snippets and little pieces of the episode. This does both the repurposing and the promotion piece where you are posting about many topics within the episode onto YouTube. That way you’re not posting the entire episode, but you’re posting chunks of it. Those chunks, then link back again to the show notes page. That gives you some opportunity for repurposing. Depending on the topic, if you’re talking about a data-heavy topic or case studies where there’s some data involved and you discuss numbers and you talk through those kinds of things, that is a great opportunity to create the graphics that go along with that and tell a story. The exact word for that is escaping me at the moment.

A grassroots, referral-based process of audience growth brings you the exact kind of individuals that you want in your circle. Click To Tweet

That’s the phrase I was looking for. Readers, is it obvious to you that I’m using this show as a way to get some free consulting from Ben? If you hadn’t thought of that, it’s probably true. I’m learning a lot by hanging out with this guy. I hope you are too. Ben, I want to share one of the things with you that I’m starting to do. I have about 200 episodes, more than that recorded, but about 200 published episodes. What I did is I had someone on my team go through every episode and create a one-paragraph summary and link the free gift to that paragraph. I am going to be producing chapters and mailings of 5 or 10 free gifts at a time to my subscribers.

I want to add even more value to the people who subscribed to my show through my email list. That’s one of the ways I’m choosing to repurpose some of the content. The thing that I wanted to key in on is this whole idea of eBooks. Podcasters, if you are reading this and you don’t take some of your episodes or some of that content and create books from them or eBooks from them, then you’re missing the boat. I’m in the process of doing that in a quietly big way. I’m going to be going into that direction as well. There are all these opportunities, Ben. Is there any last thing that comes to mind when it comes to cashflow, promotion, or repurposing your show?

One of the other pieces, a lot of people are thinking, how do I grow my podcast and my audience? What are these techniques? One that I like to share and that we bake into all of our client’s shows because we found it works well, especially when people have a specific audience, is we give the listeners a simple call to action. At some point during the episode, if this episode is helpful for you, or if you’ve enjoyed this episode, think of one person that would also find this helpful. We would love it if you shared this with them. It creates this community feels because if you have your audience thinking of one specific person that would get a lot from your podcast, then you start this grassroots process of growth where it is referral-based.

A lot of those individuals tend to be exactly the highly targeted premium types of individuals that you want to bring into your community, into your circle and have them engage in your content. We all think of if you’re having a conversation with somebody and they’re talking about their financial advisor and they say, “I’d be happy to introduce you.” Your first thought is, “Yes, but that’s going to be a sales conversation that I don’t know if I even want to have that conversation right off the bat. I don’t know this person yet.” The sharing of the podcast is that referral, but it’s zero risks for them. It allows them to dive in, to understand, and to essentially get their feet wet without having any risk for themselves. That is one great little hot tip that I would share for any podcasters that are looking to grow, but looking to grow specifically within a tight group, as opposed to trying to get anybody and their grandma to listen to your show.

It’s a great tip, thank you. Readers, if you know anybody who you think would benefit from this particular show, please share it with them and send my love along with that too. My friend, we’re at a point where I get to ask you some cool questions that let our readers know who you are. Who, in all of space and time would you like to have one hour to enjoy a walk in the park, a quick lunch, or an intense conversation with?

I’ve got to go with Neil deGrasse Tyson. He is an influential individual. I love his approach. I am very much a space science nerd. I would love to sit down and have a coffee with good old NDT.

FTC 210 | Podcast Principles
Podcast Principles: How to Create the Perfect Business Podcast

If you are a ham radio operator, you could link directly to the space station now. All you got to do to fulfill that dream is to find a ham operator who would be willing to link you and him together. Readers, if you operate a rig and you have 10, 20 kilowatts sitting around. Let’s get a hold of Ben and get them on your rig and talking to Neil. That’s a great suggestion. I would love to talk to anybody who’s been to space as frankly for the show, but more importantly, from my values. Here’s the question that I would ask an astronaut. Once you get outside the confines of the atmosphere and into space, does your perspective on life shift and how? We can guess what the answer, but to me, that’s the question to ask. Meanwhile, we have one more question for you. It’s called the grand finale, the change the world question. What is it that you were doing or would like to do that truly has the potential to change the world?

The thing that I have been fascinated with for a couple of years now, forever, but I allowed myself to dive in is researching and staying aware of what’s happening in the world of what I would like to call future abundance. That is developments, technologies, the medical space, science. Anything that is developing and improving or creating a better understanding of what creates abundance, health, longevity, wealth for all of us. That is something that I have personally been interested in for a long time. I’ve been keeping track of those developments in technologies. The thing that I hope to be able to do moving forward is to share that excitement and interest with others in a way that allows them to see a more abundant future for themselves, their own families, and the people mean something to them. If we all had a bigger vision of what our future looks like, what our families’ future looks like, and the abundance that is inherent for everyone and we all had that mentality, that would lead to a more abundant world for everybody.

Ben, that is a world-class vision. Thank you for showing up. Before I let you go, we promised readers a free gift. What do you have for us?

We wrote a book, The Podcast Principles, and it’s at ThePodcastPrinciples.com. We’ve worked with a couple of hundred podcasters overtime who have used podcasting as part of their business. We’ve noticed that there are fundamental principles behind all of those podcasts that work well and show results for their businesses. The themes are heavy. There are eight principles that we found. We wrote a book sharing what these eight principles are and how to implement them, how to wrap your head around them if you’re considering podcasting, and how to work them into your podcast if you’re already got one. That’s a great resource for people at ThePodcastPrinciples.com.

Ben, you are a scholar and a king. Thank you for the wealth of wisdom that you have imparted on our readers. Thanks for that free gift. That’s a great gift. I can’t wait to download it myself. I hope that we get a chance to talk again soon.

Thank you, Mitch.

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