"Posting on social media only is a billboard to people who already know you're doing this."

That is Ande Lyons, 800 plus episodes and 14 years into this, answering the founder whose podcast is not bringing in any business. Her point is blunt. All that posting is reaching the people who already found you. Nobody new is discovering the show, and no amount of clips fixes that.

We get into what does fix it. She makes the case that a founder podcast is a lead magnet and a brand awareness asset, not a direct sales channel, and that expecting it to convert on its own is why so many founders quit around episode ten. She also gives the proof that the long game is real: she stopped publishing Startup Life in June 2023, and last week the archive still pulled 245 downloads.

In this episode:

• Why eight or ten episodes is not enough for anyone to find you yet
• Why download counts are the wrong number, and what to look at instead
• The biggest mistake founder podcasters make, and the three part structure that fixes it
• Why people need roughly eight touches before they act on anything
• The one word change that makes a listener feel spoken to instead of broadcast at
• How to keep the podcast from eating the time you should spend on the business
• Why guesting on other people's shows may be the highest return move available to you
• How to manage up so your three points land even when the host never asks
• The one thing to change going into your next episode

About the guest, Ande Lyons: Four time founder and host of Don't Be Caged By Your Age, a pro-aging podcast. She has produced more than 800 episodes since 2012, previously hosted Startup Life, and founded the New England Podcasters Group, a monthly in person and virtual meetup for indie podcasters. Podcast, Don't Be Caged By Your Age: https://www.dontbecagedbyyourage.com/ New England Podcasters Group: https://newenglandpodcasters.group/ LinkedIn: [ADD ANDE LINKEDIN URL]

If you're a founder or business owner running a remote podcast and you're the one writing the descriptions, doing the SEO, cutting the clips, chasing the guests, stop that now. That is not your job. You're supposed to be working on the business. The podcast is supposed to feed the business. At ProPod Concierge, you record, we handle the rest.

Right now we're taking on a handful of founders for a full, free month. Not a trial, the whole thing. This isn't for everyone. If your show is already handled and it isn't eating your bandwidth, skip this. A handful of seats for those that qualify, and once they're full you go on the waitlist.

Apply here to see if there's a slot open: https://propodconcierge.com

Tags (Buzzsprout tags field, comma-separated): Ande Lyons, Founder Podcast Lab, podcast SEO, founder podcast, podcast marketing, podcast lead magnet, podcast not getting clients, podcast guesting, brand awareness, done for you podcast production, ProPod Concierge, business podcast

This has been the Founder Podcast Lab. See you in the next episode.

Emily Aborn ran a podcast for four and a half years and her listeners had no idea she was a copywriter.

Apply for a full free month of done for you podcast production: https://propodconcierge.com

The show worked. People showed up, a community formed, the downloads came in. It just never sent anyone toward the thing she actually did for a living, because she never brought her own expertise to the table. She was always shining a spotlight on somebody else. So she made a call most people won't make. She sunset the show and started a new one built around what she sells.

That decision is the whole episode. If your show has listeners but the business behind it hasn't moved, this is the conversation that tells you why, and Emily is unusually honest about it because she lived it. She also gets into the part most founders skip entirely, which is tracking. She asks every single client how they heard about her, and she writes it down.

In this episode:

• The moment a podcast stops being just a show and starts growing a business
• Why misaligned guests and scattered topics quietly kill your conversion
• Why she shut down a four and a half year show instead of trying to fix it
• How to pull three real social posts out of every episode, none of them "go listen to my podcast"
• How new paid offers get born out of episodes, including the bio episode that became a service
• The tracking habit that tells her exactly where clients come from
• The one podcasting mistake she wants every business owner to avoid
• The 60 second move to make the minute an episode goes live

About the guest, Emily Aborn: Emily Aborn is a copywriter and podcast host who has been at it since 2018. She built her business around turning podcast conversations into content that actually sells, things like content banks, workshops, and new offers. She hosts Small Business Casual and co-hosts a client's show as a sales asset for his building company. YouTube: https://www.youtube.com/@EmilyAborn Website: https://emilyaborn.com/

Okay, quick one. If you're a founder or business owner also running a remote podcast, audio or video, and you're the one making the descriptions, doing the clips, editing, finding guests. Stop that now. That is not your job. You're supposed to be working on the business. The podcast is supposed to feed the business. At ProPod Concierge, you record, we handle the rest. Right now we're taking on a handful of founders for a full, free month. All it costs in exchange is feedback, or a testimonial if we knock it out of the park for you. This isn't for everyone. If your podcast is already handled and it isn't taking the time and bandwidth that should be going to the business, skip this. Once the seats are full, you'll be put on the waitlist. Apply here to see if there's a slot open: https://propodconcierge.com

Tags (Buzzsprout tags field, comma-separated): Emily Aborn, Small Business Casual, podcast strategy, podcast but no clients, repurposing content, podcast marketing, founder podcast, small business podcasting, podcast ROI, creating offers, Founder Podcast Lab, ProPod Concierge

This has been the Founder Podcast Lab. See you in the next episode.

A million views can get you zero clients. A handful of the right listeners can build your business. Richard Wilmore has seen both.

Richard has put hundreds of experts in front of borrowed audiences, and he is blunt about where founder podcasts go to die: the marketing stops the moment you publish. In this conversation he reframes guesting as lead generation instead of exposure, explains why familiarity and trust are what actually convert, and gives the real timeline before a show starts paying off. If your podcast looks successful on the surface but isn't growing the business behind it, start here.

Want the show handled for you? ProPod Concierge, done for you podcast production for founders: https://propodconcierge.com

In this episode:

• Why some guests walk away with business and others just get a nice clip
• Guesting as lead generation, not just exposure
• The publish-and-stop mistake that kills the payoff
• The one guest spot that turned into almost a decade of work
• Why you are not the only one who can talk about your business
• Views vs clients: why views matter but should not be the focus
• The compounding asset: why it clicks around 80 episodes

About the guest, Richard Wilmore: Podcast producer, host, and guest-booker who grew his own show to roughly 100,000 views a month and helps founders turn guest appearances into real business. Podcast, Make Your Day Richer: https://www.youtube.com/@MakeYourDayRicherTV Website: https://www.makeyourdayricher.com

Quick one from the host. Founder or business owner: if you are recording and then also making the descriptions, cutting the clips, editing, and chasing guests, stop that now. That is not your job. You are supposed to be working on the business. The podcast is supposed to feed the business. ProPod Concierge: you record, we handle the rest. We are taking on a handful of founders for a full, free month, not a trial, for those that qualify. Apply here to see if there's a slot open: https://propodconcierge.com