Make Money From Podcasting (with Marcia Riner)

Stop treating your podcast like a hobby—it's time to turn it into a client acquisition machine.

In this power-packed episode, Matthew White sits down with Marcia Riner, a business growth strategist with 25+ years of experience and CEO of Infinite Profits. With 7 years and 340+ episodes under her belt, Marcia has cracked the code on transforming podcasting from a time-draining task into a streamlined, profit-generating system. If you've ever wondered why your podcast isn't bringing in leads—or you're too overwhelmed to even start—this conversation will change everything.

What You'll Learn in This Episode:

• Why most podcasters fail—and the simple mindset shift that changes everything
• How to beat imposter syndrome and stop chasing perfectionism so you can finally hit "record"
• The 3-part system Marcia uses to automate guest booking, reminders, and follow-ups (so you just show up and shine)
• Guest etiquette secrets—how to speak in soundbites and keep your answers punchy and valuable
• Host mistakes to avoid—including the #1 thing that makes interviews feel like boring lectures
• The lead magnet strategy that actually converts listeners into leads (hint: "Book a call" doesn't work)
• How to repurpose one episode into a dozen clips, newsletters, and social content for evergreen marketing

About Our Guest:

Marcia Riner is the driving force behind the Profit with a Plan Podcast and the creator of the Profit Booster Podcast Monetization Hub—a done-for-you system that helps podcasters and thought leaders transform visibility into consistent revenue streams. When business owners are serious about creating intentional profits and sustainable growth (not just chasing shiny tactics), they call Marcia.

Marcia's Current Projects & Programs:

🎙️ Profit with a Plan Podcast – 340+ episodes delivering actionable strategies for revenue growth and business exits

🚀 Profit Booster Podcast Monetization Hub – A complete system with software and automation that takes the "job" out of podcasting—from guest acquisition to post-production marketing

🎁 FREE Resource from Marcia:
https://profitbooster.biz/growthmap

The Profit Booster® Growth Map shows business owners exactly where to focus to drive profitable, scalable growth.

Thank you for tuning in! We explore the journeys and insights of entrepreneurs, innovators, and leaders making an impact. If you enjoyed this episode, please consider subscribing, rating, and leaving a review to help us reach more listeners.

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The quality of your life is defined by the quality of your focus!

Transcript

Matthew White: 0:00

Okay. Marcia Rina, thank you so much for joining us today on the Coach Launch Podcast.

Marcia Riner: 0:05

Thanks Matthew for having me. This is great.

Matthew White: 0:07

Looking forward to jumping in. So welcome back to the Coach Lo podcast. Guys, I'm thrilled to introduce today's awesome guest who is truly transforming how business owners operate and approach growth and profitability. Joining us today is Marcia Rina, a business growth strategist and a CEO of infinite profits. With over 25 years of experience, Marcia has mastered the art of turning strategy into structured. Profitable growth service-based entrepreneurs today, she is the driving force behind Profit with a Plan podcast and the creator of the Innovative Profit Booster Podcast Monetization Hub, which I'm gonna dive into and find out more about today. This is really awesome where she helps podcasters and thought leaders transform their visibility into consistent revenue streams. When business owners are serious about creating intentional profits and growth that are built to last, and not just chasing shiny tactics, they call Marcia. Awesome. Marcia, let's jump in and get into this.

Marcia Riner: 1:08

Yay. I am excited. This is one of my favorite topics, so I'm looking forward to it.

Matthew White: 1:14

I love it. So the idea we were just talking before about the idea of podcasts and, and you know, how powerful they are and some of the great relationships you can build through podcasting and how much of a powerful monetization tool it is. Tell me some of the, the results that you've seen or experienced or your clients have had from this whole podcasting experience.

Marcia Riner: 1:35

Well, podcasting done well can really, truly be a fantastic PR tool. That really creates that trust and authority and allows your prospective clients to really get to know you on a deeper level before they start to talk to you, before you start doing your discovery call. And before you start, you know, talking business with them. Because this is a long-term vehicle that can be out there for years and years and years. And so that's why I love it so much. But some of the returns and results that have been fantastic from this is that, like I said, when done right, it can be a lead generation tool and a soft closing tool. a tool that brings your prospective clients closer to you so that you can nurture them in a little bit of a longer relationship until they're ready to buy.

Matthew White: 2:33

Love it. And so tell me how many podcasts so far in the past, like how many you done you know, this experience that you've built?

Marcia Riner: 2:40

Crazy. Well, this experience came from building seven years. I can't believe it's been seven years. This is bonkers. Seven years and 340 episodes that are in the can. I do a podcast every week and I found that, you know, it was harder than it needed to be, so I just kind of figured and hacked my way through it until I found a system that worked really well for me. then I. Decided to share it. I mean, it was that kind of simple. I was in an event a couple years ago and this girl gets up on stage, her name was Holla. And she gets up on stage and she's talking about being young and profitable and I'm like, and how she uses podcasts and kind of fell into it and I'm like, gosh. I could totally do that. I mean, why am I not sharing my knowledge and my podcasting experience out? And that's when it kind of transformed. And then I did what I always do and build a whole bunch of stuff out and, and then start testing it. So kind of fell into it, but it's an awesome tool.

Matthew White: 3:43

What has it done for your business and your exposure? Like what has that meant for you?

Marcia Riner: 3:46

So when you type my name, when you type Marcia Reiner into Google, I'm,

Matthew White: 3:52

Yep.

Marcia Riner: 3:52

own like the first three or four pages of Google. Because I've got podcasts I've got long form content and I've got videos ripped out of it, and I've got newsletters ripped from it and you know, so much stuff. So then now I instantly free as well. an authority in my space. And when done well with SEO, you can really leverage this tool for marketing that lasts forever. And you can get from one really good podcast, can rip a dozen, a half, a dozen to a dozen short clips and videos that really key in on your. Differentiation, your magic sauce. Right? becomes your marketing. It's just, it's mindless. It's, I, you know, I can't believe people haven't been using what they get out of it. I find that what they end up doing, the wrong thing people do with their podcast is they get up on stage or they get to the microphone, they talk for a little while and smile, then they post one time go, why didn't I get anything?

Matthew White: 5:04

That's a, and you're so right. I. For me personally and been doing this for a little while now. And we're starting to do that even more now. It's like crazy. Like the amount of content that a podcast can actually produce when you're working, like when you've got good speak like good guests on your podcast and the content that comes out of it. And, and you're learning so much through this collaborative experience why not sharing, why you're not sharing it with the world, right?

Marcia Riner: 5:29

You know, and, it's funny one of my mentors is fantastic in speaking in soundbites. she's got these little clips that she says all the time that reference something really important and she gives the answer, or, you know, or when she gets asked a question, she. the question and gives a really brief answer and then elaborates on it. So that first 20 seconds or 30 seconds is powerful, right? that's a skillset that you can learn when you're getting better at podcasting. But but yeah, if you do that, you can rip a whole bunch of clips and have quotes, and be amazing stuff.

Matthew White: 6:11

That's, I really love that. And podcasting for me has changed the game for me. Like I have to say, and let's take this angle, right? So a lot of people are afraid. They say they want to do a podcast, right? There's obviously the, group of people that are doing the thing, but there's a lot of people that are stuck with the act taking, not taking action, right? They're like, I'm afraid of doing a podcast. How do I get a guest? Who's the person that I should be talking to? How do I find my kind of angle in all this? What should I say? What, what, how do you talk about those few things?'cause they're there, there's the first step, right? Actually starting a podcast and. Correct me if I'm wrong, but a podcast doesn't necessarily have to be a marketing tool in that you're gonna get traffic. However, it can be also angled in a way that you're connecting with people to create relationships and building rapport. But before we go into that, let's take the step back. How do you get people to take action and actually get into the space? What is the, what would you encourage people to do?

Marcia Riner: 7:14

I remember my first 20 or 30 podcasts, it would take me multiple takes and I'd get my hair all done and I'd. Look into the camera and I'd go, hi, welcome to my girlfriend goes, who the F? Is that right? It was terrible. finally when I got outta my own head and I stopped looking at myself in the camera and looked at the little green light above the camera and just talked about things that I really knew and felt confident about. just happened. So I can't say that it's gonna happen for everybody like that, but get outta your own head and stop trying to make it perfect. You need a couple things. Well, first of all, I always recommend that people start their podcasting journey as a guest. Go get on other people's podcasts. Show up with your hair and makeup done or whatever your face on and your, your content. Be ready to deliver awesome stuff and get comfortable talking on camera with a microphone. Then when you feel comfortable doing that, then kind of lean into, do I really wanna do my own show? I think that's a better path than, than just starting out. But when you do do it, you need a couple things. You need a ring light. You need a a, a laptop with a camera, and you need a high quality microphone. That's it. Zoom is what I do mine on. I think you're doing yours out on de script or, you know, many people use Riverside very inexpensive way to get started.

Matthew White: 8:48

I love that. I think the, besides the tech costs, I mean, they're not, it's not that expensive to, to set up, as you said. I think the biggest cost that you've highlighted there is perfectionism. And imposter syndrome, right. People feeling they're not good enough together. Talk to me about how you would, what would you recommend to break through those two barriers?

Marcia Riner: 9:11

Well like I said, my first podcast I studied for, I trained myself. I had this long built out script and they were terrible. They were horrible. But when I found being comfortable talking about something, I knew then I had bullet points and I went right. I tried to keep my answers short and bring it back to the host, but I just went and I think that's the best way to do it. So I would encourage the listeners if they're trying, if they're considering podcasting, which you should. Then the best thing to do is go, okay, what do I really know? And I like to use podcasting for my business and not just random topics. So what

Matthew White: 9:59

Yeah.

Marcia Riner: 10:00

that my ideal client or the ideal audience would really like to hear about? Maybe it's a problem they're suffering with and that I could solve. And then I talk about ways that I could solve that. Now I'm adding value. talking about something that I know bringing potential opportunities to myself and you know, I'm getting the exposure that I need. Right. I mean, that to me just makes it so much easier when you're talking about what you know.

Matthew White: 10:32

love it. and the thing is that I found is that you, to get started, it's just taking action, right? It's just doing one or two. And my first ones were absolutely terrible. I remember my very first one, a, a lady in one of the communities that I was in. Said she wanted to appear on a podcast, and I was like I might as well just give this a try. And she literally. All she did was ask, like she asked me these weird, weird, random questions about my studios.'cause I do, we do virtual events and she was interested about the tech that we do. And so I kind of, that was my first, but it was absolute disaster like, but I still put it up. I put it up, it's still there, you can go and watch that. It was a great learning experience. And then from there I realized that if I wanted to do this, I just had to jump in and just do the thing. Right. What, what are your thoughts about that?

Marcia Riner: 11:23

You don't, as a baby, you don't learn how to walk and run, right? You learn how to crawl first, and then you get up and you're kind of wobbly, and then you take some steps and you fall. you said, action is what you need to do. Take your first step. It's not gonna be pretty, but then take your second step and your third step, and there's really a lot of ways that you can get. More opportunities to speak and you can join communities and those kind of things. But when you, when you're prepared. And you know what you're gonna say, and you have kind of the framework around you. It makes it a lot easier. I'm a real fan of having, like, you know, you have a, as a speaker, you have the speaker one page, right? Well, I've developed a speaker one page that's on a landing page so it's fresh. If I change my topic, I can just go in and change it. It's got my headshot and my bio and it's got. Talking topics takeaways. It's got, Hey, I've been here and I've been there and I've been featured there. It really

Matthew White: 12:29

Support.

Marcia Riner: 12:30

kind of brand that

Matthew White: 12:32

Wow.

Marcia Riner: 12:32

or hosts, event planners, they wanna find you and they wanna get more information about you. Why not build your speaker page a, in a website format

Matthew White: 12:43

Podcasting for, guesting, for all that kind of stuff. Right. it's a powerful tool. Never thought about that before. That's really interesting. I love that concept. So when did it. But there you go. And we'll talk, dive into that in a while now. how many takes did it take for you to get confident? Now, you've been doing this for many years, like you obviously take your journey back into the beginning. Like what was it like when you felt like, okay, I'm kind of getting this thing now.

Marcia Riner: 13:08

Well, so my, that same mentor that talked in soundbites, she's the one that said, back in 2018, this is the future. Go get yourself a Blue Yeti mic, which was my first microphone and set up, you know, get a camera, a webcam, and I didn't do the webcam thing, and then go, go do it. Right. Like I said, I didn't have guests on my show for the first maybe 10 15, and then I started finding friends that I could drag onto my show and practice on. But for me, kind of the, where it really got comfortable was after probably 20 or 30 episodes and I started bringing guests on and I found that that was my skillset, to interview them, to make them look like a rock stars, and therefore they made me look like a rock star.

Matthew White: 13:59

Love that. That's it. And there's a thing that we can go into, right? It's like the pro versus the amateur, right? there's doing podcasts, right? And I've done, we've probably crossed 30 now in our podcasts, which for me is a great celebration,

Marcia Riner: 14:13

Yes it

Matthew White: 14:13

but.

Marcia Riner: 14:14

You beat most people outta 10, right? They never get out past the 10 gate.

Matthew White: 14:19

I heard that the top percentage, like I think 20, my benchmark was 20. I said, I've gotta get 20 because that puts me in the top 3% or something of the

Marcia Riner: 14:27

Exactly.

Matthew White: 14:28

industry. How crazy is that? Like it's just a big open market of opportunity. However, there is doing it right, and there's doing it wrong. Right. Talk to me a little bit about that. Like what does right and wrong even look like?

Marcia Riner: 14:41

So let's start from the guest side. What is right and what is wrong? Then I'll flip around to the host side. the guest side, it's really important are being showcased on someone else's show. Like you're being kind enough to showcase me on your show today, Matt. So what happens is, is my job is to provide really valuable content that the audience wants to hear. I don't wanna talk for 20 minute rounds, which I can do easy. You know, I wanna talk in shorter runs and then give it back to feed it back to the host. I think the most important part that people get wrong is they talk about whatever or whatever the host wants. And what I found is when you align your speaking. You're speaking topics to what you know best and what is gonna potentially drive business opportunities to you. Then you're really turning a podcast into a tool that's gonna bring you client acquisition. It's gonna bring you revenue, it's gonna bring you the visibility you want. As an example,

Matthew White: 15:58

Finishing.

Marcia Riner: 15:59

now and she's a coach and she loves doing retreats, and she was on a podcast talking about retreats, and that's not what she does. That's what she likes to do, but that's not her business. So that episode was never going to give her an opportunity to bring clients into her space because she was talking about something that wasn't her business. And I think that's where people get it wrong. They talk about something. I had a gentleman say, oh yeah, this is a loss leader. And I'm like, well, what are you wasting my time for? Then, you know, what are you wasting your own time for? Use this as a really powerful tool to bring in opportunities for yourself. I.

Matthew White: 16:42

Love that. And I love that, that whole context. one oftentimes, not all the time, but every now and then I'll get a client and I just keep rambling the thing that you're talking about. Like they, they talk and talk and talk and it's fun and when, and I get that right. We all love to teach, we all love to be talking about ourselves and talking and helping and all that kind of stuff.

Marcia Riner: 17:04

especially

Matthew White: 17:04

That's,

Marcia Riner: 17:05

and consultants.

Matthew White: 17:06

yeah. Exactly the overtalking thing. So from the guest side say you were going to guest, how would you, what tools would you give to somebody to give them the capacity to think about what they're saying and how to create structure in what they're saying?

Marcia Riner: 17:23

Oh, that's so good. And, and I should be spooning the a mouthful of that in myself today. But I think the best part is to be really clear and concise on what you wanna talk about. If you go down one lane, right? Not. The whole kitchen sink, and this is when I was 12. I was at a lemonade stand and you know, thing, one direction, and have a

Matthew White: 17:49

Yeah.

Marcia Riner: 17:50

concise message that's maybe bulleted in front of you. These are my to five talking points. Then you can be really concise and clear. you're talking in sound bites, you answer the question, you give a brief answer, and then elaborate a little bit on it little bit.

Matthew White: 18:13

I love that because from the guest side, there's learning as well. Like if you're gonna show up on a podcast, it's a skill that you need to learn as well to be, to bring in the right, like you, you obviously gotta answer the right questions in the right way, but then that it means something. And so it makes the audience like. Listen in or lean into what you're saying. That's so important. I never thought about that. And that's a very important aspect, right? If you're going out there to speak on podcasts, you have to have etiquette, you have to have a structure, you have to have a thought process. And you, like you said, sound bites, but having the bullet points. I love that idea to have a clarity on what you're saying.

Marcia Riner: 18:55

It's so helpful. Yeah, I think that that's really where you're gonna get your message across better too, and the audience will be able to comprehend and understand, and you're not going down rabbit holes or chasing squirrels, it makes it a lot

Matthew White: 19:09

that is so, such good advice. I love that. Now let's talk about the person that's producing the podcast. Talk about some of the mistakes and Yeah. The host side, good and bad.

Marcia Riner: 19:19

The host side. Okay. the bad parts or the things that the host will do, will have a set of questions that they're asking. They're not listening. I don't know about you, Matthew, but I've been on podcasts where someone has asked me a question that I literally just answered. Or they go, yeah, yeah. Great. Okay, so the next question is A, B, C 1, 2, 3. And I'm like, that's boring.

Matthew White: 19:45

Yeah.

Marcia Riner: 19:45

a conversation? And if you do a pre-call, which is really important that I do, I schedule a 15 minute pre-call with every one of my guests. if you can't make the pre-call, you're not gonna be on my show. So in that pre-call, I'm looking to get the right topic and angle for our discussion, and I'm going to pull out of my guest the top three talking points that they're going to talk on. Then I ask them to go back through my funnel and system and put those talking points and their topic into my questionnaire so that when I produce the podcast and two, three weeks later when we finally record, we both have the same information in front of us. We're gonna be on point. Then

Matthew White: 20:36

Right.

Marcia Riner: 20:36

that's settled in place, and you know you're gonna talk about this and these are your three talking points. Have conversation. If you go down a rabbit hole, try and pull 'em back out. Or just let them go, but have a conversation. I think people appreciate listening to a conversation rather than a school lecture or

Matthew White: 20:58

Love that.

Marcia Riner: 20:58

interview with questions that don't align.

Matthew White: 21:01

Oh yes, I've got goosebumps thinking about that.'cause I did that mistake in the beginning so badly.

Marcia Riner: 21:08

we all have.

Matthew White: 21:09

And it, to be honest, in the beginning it was helpful because it gave me a, a kind of a framework. I still have a framework with all questions. They kind of generalized, but it gives me structure on the, the direction that I want to go. But now I'm very careful not to. Kind of stick with that structure, kind of listen to the, to like, I'm listening to you and finding these cool little nuggets of gold that we're diving into and to be able to provide value. Right. So good. I love that.

Marcia Riner: 21:39

It

Matthew White: 21:40

very powerful,

Marcia Riner: 21:41

conversation.

Matthew White: 21:42

isn't it? Doesn't it? So if you, so on the, on the post side what are some of the things that people should avoid? Some of the mistakes that you see people making in this?

Marcia Riner: 21:54

One of my biggest habits, and forgive me world, and forgive me, Matthew, is sometimes getting too excited and talking over somebody. That's a, that's a terrible mistake that we all make. But try and. Breathe. Let a little bit of that pregnant pause that, that dead air go for a half a second. And, and try and let them finish their thought. Now granted, if they're rambling, if your guest is rambling, you wanna kind of go? Yeah, yeah, yeah. And thank you. That was really good. That would be a way to interrupt them and bring them

Matthew White: 22:27

Oh wow. That's a good strategy.

Marcia Riner: 22:30

It's a hard one when you get excited people, and I'm easily excited when you know you're passionate about the topic that you're talking on. I

Matthew White: 22:39

Good.

Marcia Riner: 22:40

one of the things that we can do as podcast hosts is to make the guest look like a rockstar, right? Really tee them up. You may already know the answer. To the question, you may be an expert in the answer of that question, when, your guest is there, if you can tee them up with what you want them to answer, then it makes it so much better. They're like, wow. That was a great question, Marcia. That was really good. You know, and it turns out so much better.

Matthew White: 23:17

Exactly, and that's why I'm just loving all of this stuff. It's really so much gold, so many nuggets. And this is the beauty about a podcast is when you're usually, you're doing a filtering system and you've got people coming in your world that are. You know, fairly, you know, knowledgeable about certain topics. How cool is it? How cool is the learning experience alone? Right.

Marcia Riner: 23:37

I have met so many amazing people in the seven years I've been doing it. like, wow, you know, I gain a little bit of knowledge. I don't steal your intellectual property and put it into my business practice and go, but, but at the same time I'm like, wow, I talked to this guy on my show and he said this, this, and that. maybe you should talk to him, right? You know, is it makes great referral sources and so on. But I think that just the, the idea I'm a, I'm a giver, so I wanna provide tremendous value. To the audience so that they enjoy listening, that they're writing notes so fast that they can't, you know, catch up enough, or maybe they have to pause it and go back to hear it again. That, to me, is tremendous value and, and really makes a show worthwhile. So I encourage my guests to it all out because. you gave, if you gave somebody, and I know you probably experienced this, Matthew, is you've given somebody the exact step by step to do, do this first, do that second, do that third, and it's gonna work for you. The probability of them being able to execute on that is slim to none. So they're still gonna go. Now. You've blown their mind for the possibilities. They're gonna come back to you to help them execute it. They don't do it themselves or they would've done it because yeah,

Matthew White: 25:07

Yeah.

Marcia Riner: 25:07

it's been out there

Matthew White: 25:08

It's the nuance. yeah, exactly. If everybody was, wealthy and millionaires, like where would it all be? Right.

Marcia Riner: 25:15

Right.

Matthew White: 25:15

I wanna dive into, you've got this cool system. It's called the Profit Booster Podcast, monetization Hub. Now how did this all come to be? Like, what is the what? What made this kind of event show?

Marcia Riner: 25:26

Well, again, I've been doing it for about four and a half years, five years by this time, and I had created systems for myself. Podcasting is a job. It's a JOB if you let it happen like that. most of us

Matthew White: 25:44

Yep.

Marcia Riner: 25:44

have a business, podcasting in the beginning doesn't yield a lot of. Revenue or profit. So you probably forgive me, podcast producers. You probably don't wanna pay somebody$2,500 a month to produce your podcast if it's not making you money. for me, I needed to have. Systems I didn't have to chase my guests down to give me their headshot and their intro, you know, five minutes before we're recording because they didn't, they forgot to deliver it. and, and to have the kind of information on the host side that I wanted, I created a system that just made it easy, right? They go in, they fill out a form. They book. Once the form is filled, then they get to book on my calendar on the framework that I allowed. They get to book their slot. Then I have automations that remind them to come prepared. We have a brief 15 minute call and then. I send them back through my funnel with the information that I need for production and what we're gonna talk about on the show. Then they get to book their recording session based on their time, and then there's a whole bunch of automations that remind them and send them emails and stuff. That to me, was a lifesaver. And being a host and not having to chase people down to get the information or the time or send them a reminder. Don't forget we're talking in an hour, right? This is standard stuff that often people forget and don't use. that's a system, and if you have systems, then the JOB gets a little easier and takes less amount of time during the day. So I just get to show up like a rock star and record.

Matthew White: 27:35

I love that. And that's a thing, right? To like everything in business that we do, right? We need, like podcasting it for me has become a very important tool. In the beginning it was, we had to wind up the wheel, but it's onerous, right? It's like you gotta, you gotta, there's three steps, there's multiple steps to it as you're just highlighted, right? And it can be like, if you're not, if you're not kind of tidying up all the, those little loose ends, they can kind of start becoming overwhelming, right? And you go like. But my, then I forgot, I've got to remind my podcast guests, oh my God, they didn't turn up and they're waiting for you, and you didn't know they were waiting for you. There was no communication, and then it's like, it really sounds like you've kind of dialed all those pieces in because I've experienced this myself. The overwhelm, the complexity, the thoughts that go through my head, trying to get everything organized like this just sounds like a really cool, awesome tool.

Marcia Riner: 28:29

Well then I think once you record, there's more systems that you wanna have in place to make the conversation go better, right? Is systemized. And when it's systemized, it makes it easier and it makes it tolerable. whether you're recording it, whether you're hunting guests, you are delivering collateral. Afterwards, I deliver a whole bunch of stuff that my guests can use to market me. They think it's to market them. It's to market me. It's got my logo

Matthew White: 29:04

Wow.

Marcia Riner: 29:04

pretty face with their face right. And you know, that kind of stuff. It's all systemized. So then for me to get a podcast episode from guest introduction to post-production, it's so much easier now.

Matthew White: 29:20

And those are the big, like for me. It's like getting, there's three components, right? It's finding guests, quality guests. Does your system covers that, right? It's finding quality guests. Then it's on the day recording. There's systems and producing, like getting the recording, having, making sure the guest shows up, knowing what questions is getting, get asked, how the structure of the podcast goes. These are all very important aspects of it, right? And then there's post. Now you've gotta produce, get the word out there and, and do some marketing. So let's first talk, let's start about the front part, right? Talk to me about your, your client acquisition, your podcast acquisition,

Marcia Riner: 30:00

I like that.

Matthew White: 30:02

your guest acquisition.

Marcia Riner: 30:03

I have there's, there's a couple of really strong groups out there that allow you to hunt podcast guests. Podcast guests are actually, they're advertising, Hey, I wanna be on somebody's show. This is my topic. you have to filter through pitches, right? I try to really stick with what are my pillars that I talk on, for my show profit with a plan, I talk on increasing revenue and driving growth so you can eventually sell your company. make sure that the person I bring. It's not selling real estate, right? It's not a health person, sorry for you. Mindset people out there. I don't do a lot of mindsets, so I kind of limit that to one or twice a year. But I'm talking action and tactics and strategies that fit into those three pillars. I filter a lot of people, but if you use these groups and these organizations you can find guests very easily There. Don't. Please, please don't ever charge somebody to come on your show so you can produce it and give them stuff. I think that's just a, I think that's a bad juju. you do for podcasting when you charge someone to come on. I'm not Joe Rogan, so I'm not gonna charge you, you know, a couple hundred dollars to, a couple thousand dollars to, to come on my show. So make it free. Then, and then the other thing is, is once you get some momentum, there's a set of podcast hunters, as I call them, that are out there. That pay to have them hunt for opportunities for them. So it could be anywhere from a thousand dollars to $2,000 a month to have someone go hunt shows for you. Well, they hit me up probably about a dozen times a week. Oh, Marcia, we got Joe Schmoe, who's this great guest, and we think he'd be perfect for your show. So it, it gets easier when you get some momentum.

Matthew White: 32:06

Not from the. You touched on the charging part, now you obviously, there's major podcasts out there, like you just mentioned, Joe Rogan and all respect, like, I would pay thousands of dollars to be on Joe Rogan's show. Right. Who wouldn't in,

Marcia Riner: 32:19

you're

Matthew White: 32:20

aspect?

Marcia Riner: 32:20

get. But on my show,

Matthew White: 32:21

Yeah.

Marcia Riner: 32:22

I got a couple thousand downloads, you know, a month. You know, I mean, it's not like it's, I'm not in the capability of getting a couple thousand or million downloads. Per episode, that's a different caliber.

Matthew White: 32:34

So that highlights a point, right? It's like the purpose of the podcast that we're creating. It brings it back to understanding that this is more of a marketing tool for creating network connection and getting a. An opportunity to get your word and your voice out there from presenting or creating podcasts if you're gonna speak on other people's stages. It's about building your credibility up to go and speak on the best podcast you could possibly get and building up that momentum to drive it. What are your thoughts about that?

Marcia Riner: 33:05

well said.

Matthew White: 33:06

All said awesome because this is how I look at it.'cause I'm so interested in the whole podcast thing.'cause I never did this before. And my mentor said, you just gotta do it. Like, just get out there and do it right. And I was IMing and ironing and then eventually I was like, yeah, got into it. Now I'm 30 down. And I'm like, this has been an amazing journey. Like, so worthwhile. So rewarding learning. Growth. Like even now I'm getting traffic, right? Like I wasn't always targeting the traffic. And my mentor said that. She said, don't just focus on the traffic. Focus on getting out there and meeting people.'cause everybody wants to talk about themselves, right? Who doesn't wanna be on a podcast? What are your thoughts?

Marcia Riner: 33:48

guests is not the hard part.

Matthew White: 33:50

Why do you say that?

Marcia Riner: 33:51

Well, because every, like you just said, everybody wants to talk, right? But then you as the host, you wanna be very specific in the guests that you bring on. And that's why it's so important to have that pre-call.'cause then you dial in, I like to say, well, we're here for a couple reasons to figure out the topic and your, and your takeaways, but to also make sure that you can carry on a conversation and you don't have horns sticking out of your head. Right. Because I've been on, I've had guests early on that would give single line answers, and I'm like pulling

Matthew White: 34:26

outta it.

Marcia Riner: 34:26

out of them. They couldn't. I'm like, oh my gosh. Or talked about random stuff and I'm like, where did you go?

Matthew White: 34:34

It's a skill, right? It's a skill as a host to be able to create that outcome that it's tangible. And I love the this idea, right? It's like filtering. Quality at a point, you're gonna just do quantity, because I think that that's an important aspect of just the growth. But at some point, you've gotta dial in the quality versus the quantity, right? There's gonna be a point where you go like, okay, now I realize I've got somebody that talked about their dog and their cats, and somebody that talked about mindset and stuff. That's not relatable, and that's fine. At some point you gotta be like, okay. I'm, I'm, I'm here helping people with pain and struggle in a certain area. Let's just dial that in. Yeah.

Marcia Riner: 35:13

Exactly. And I'm a huge fan as the host have a, you mentioned this earlier, to have a topic. You are an expert on, but that others could fill in gaps or

Matthew White: 35:27

Yeah.

Marcia Riner: 35:28

what your beliefs and philosophies and frameworks are. and I think that's really important because then you can come in, I like to say with some, yeah. Yes. you know, you can bring in your experiences and your skillset, and then it becomes a conversation rather than a training lecture.

Matthew White: 35:46

love it. So in your overall process. what does this really mean for people that are out there looking to do podcasts and what is it? How are you gonna help them?

Marcia Riner: 35:56

Well, like I said, I'm a giver. I give a lot of value. I like to put strategy with this really powerful media. If you just jump in and you start talking and you don't have any kind intention or follow up plan or any kind of, we'll call it a lead magnet value. That you can offer that is on your similar topic, then you are wasting your time. I found that if I can add value and strategy to people, then they're going to make this medium a better place for all of us. So is it kind of tree hugging maybe, you know, but yeah, I think so. So I teach strategy. have software in a system that, that automates everything and makes it super, super easy. And then I made it as like the lowest barrier to entry to get in and get started that. Even if you're not making any money with it, it's not gonna break the bank, right? And so I figured if I could do that, then I could change the landscape of podcasting and really turn it into the vehicle that it can be, is a powerful PR and visibility tool that also creates opportunities. bring in business for the people that are on the podcast. Wow. That

Matthew White: 37:33

And how,

Marcia Riner: 37:33

recorded that.

Matthew White: 37:35

yeah. Boy, that was really recorded, so I love that. And something you mentioned there and I think this is something I of, I think there's like this barrier of blockage for some people it's the lead magnet process. And what that actually means for a podcast, because I don't think there's no real clear instructions on the process, but we all kind of have this idea about we gotta give away a lead magnet or we gotta try and what's the next steps? Like, talk to me a little bit about this process.

Marcia Riner: 38:03

many people come on my show and their call to action is, oh, book a call. Well, first of all, a call is the most. Highly committed thing that someone is going to do. That's the last thing that someone hearing you for the first time is going to pick up the phone and book a sales call or a discovery call or a helpful call, right? Nobody's gonna do that. or the second worst thing is, oh, just go follow me on LinkedIn. Okay. That's great. How do you know they're following you? How are you going to stay in contact with them? So it leaves this big open gap. It's not too heavy as a phone call. That's a huge commitment. That's like you met somebody at the bar and you say, let's get married. Right. To. Something that has no opportunity to, to stay engaged with them. So

Matthew White: 38:57

Right.

Marcia Riner: 38:57

lead magnet is something of value that is in all said and purposes, gate kept. They have to give a name and an email address to get, and so therefore it has to be something valuable enough that they will give their name and email address to, and that it aligns. With the conversation you just had, so maybe it's you gave steps one through three, but steps four, five, and six are in the lead magnet to kind of put a bow on it or it's something really valuable to help 'em process what they just heard you say. And when you do that, the purpose of it is for you to be able to continue to nurture. conversation the prospect until they're ready to buy,

Matthew White: 39:52

Love it, love it, love it. That is, yeah, exactly. I see that a lot of people like, email me at, Hey, blah, blah, blah. I'm like, no one's ever gonna email you. Right. Who the hell is gonna do that? However, here's my take on this. I found, and in our marketing that we do that people don't want necessarily eBooks and all this long paraphernalia, what I like to do is advise people to create cheat sheets, quick checklists something that's a hack or a quick resource that they can, that's really super valuable that just wants them to do the thing that we've been talking about. And when done correctly.

Marcia Riner: 40:27

now.

Matthew White: 40:28

Sorry.

Marcia Riner: 40:29

Audits

Matthew White: 40:30

Audits, quizzes. Quizzes are good. Yeah. However,

Marcia Riner: 40:33

you can audit a problem that they have and tell them where they are and how, what kind of gaps they have, those are really popular now too.

Matthew White: 40:40

love that. And with AI around we can do these things quickly now it's it become a really res good resource to use as lead magnets. Right. And then it thinking outside the box, right. As Azure, as a business owner, you wanna. You want to be able to make the podcast or the opportunity that you have, be the most valuable thing for that opportunity, right? And so what is the best thing you can give away at the end that's gonna be like, people are gonna be like, oh, well.'cause if they've listened to the end of the podcast, right?

Marcia Riner: 41:09

Well,

Matthew White: 41:10

And

Marcia Riner: 41:10

other thing, you don't have to wait till the end of the podcast to give it away.

Matthew White: 41:15

there you go.

Marcia Riner: 41:16

can give it away in the beginning of the podcast. You can repeat it in the middle of the podcast and you can give it away again at the end of the podcast. So you have

Matthew White: 41:25

I.

Marcia Riner: 41:25

of sort. And it could be your own commercial if you're the host, or you can give that commercial opportunity to the guest. So they've talked like you give your lead magnet at the beginning of the show, then about midway through the show going, wow. You know, Matthew, I know that listeners are loving this conversation. where could they find you here? Right. Just in case they don't make it to the end, where can they find you? Right? And then you do a mid-roll, right? And bring it in. And then you go back to the conversation and then give it again. And done ads can be placed strategically, and this could be technically an ad every 10 minutes. As long as they're short. You can't run on the ads. But like a 15 minute or 15 second insert.

Matthew White: 42:11

Love it. And I never thought about that. This is crazy. Like, you're giving me so many amazing ideas. I'm gonna go, yeah. my team is gonna be like, Matthew, just calm down. But all these things, I heard about all these things. It's so cool. Oh, I love it. This is so valuable. I've really enjoyed this conversation. There's so many things that we've talked about, you know? We've gone into message Overtalking, the pre-call stuff that you've talked about, having the three points, you know, we're talking about going through imposter syndrome, like I've written all these notes. The lead magnet stuff, that's great. All of these things I'm gonna be using and implementing,

Marcia Riner: 42:46

I love it. I'm

Matthew White: 42:47

like it is just crazy.

Marcia Riner: 42:47

that you're getting, at least somebody's getting some really juicy stuff out of this, but it's like literally over seven years of podcasting. And I have to say, I'm an old hag when it comes to podcasting these days because most people fall off really early. Like if you make it a year, you're a rockstar. And here I'm going seven with the same podcast, same topic, and content, and it's still relevant.

Matthew White: 43:11

Wow, that's. If you think about it in the grand scheme of things, how quickly things change and shift so far in today's economy having a something seven year long podcast, like that's crazy gangbusters, right? Like that's. That's super pro. So I, I'm, I'm a hundred percent confident that all the stuff that we've talked about today is valid and important information, and that the, the process that you were discussing, the system and tool that you have, like that is amazing for anyone doing a podcast. I would be, I'm super interested to hear more about that. But for my audience and for the people that have been listening to this, tell me how they can get. Your lead magnet and find out more about you and how they can understand more about podcasting and accelerating their business.

Marcia Riner: 44:02

Wow. Thank you. I appreciate the opportunity to. Share this, Matthew. This has been really a labor of love for me to create this product, right? And so what I've done is I have created an ROI reality check. So it's really simple. It comes in and you decide it's choose your own adventure. You decide whether you're a host or a guest, you answer about eight questions. That you should know and it's gonna give you a rating and some ideas on the backend of how you can improve your guesting or your hosting in your podcast and I think that's tremendous value right

Matthew White: 44:43

Customer.

Marcia Riner: 44:43

And it doesn't require that you speak to me on the phone to get the answers. You get all the results right away, and it's just it's, it's a reality check. It's a quiz and it's super easy to do. And then I provide value for you and I hope you take that and run with it. But you can go get this ROI reality check at profit booster pod. Dot com. So Profit Booster is my branding, and pod is short for podcasts. So really easy to remember. Profit booster pod.com and when you go there, choose your adventure and, and have fun and I hope you get some value out of it.

Matthew White: 45:21

Booster Podcast. Say that again. Profit.

Marcia Riner: 45:25

Profit booster pod.com.

Matthew White: 45:29

Profit booster pod.com guys, we'll be putting that in the show notes. You can jump right in and hang out with Marcia. Go and play with the tool and then who knows? Take it to the next level. I know for myself personally, podcasting has been an extraordinary adventure. I know there's so much tech and complexity that can come with it sometimes, but having a clear and easy to use system changes the game when you build that in place. And why try and do it all yourself and somebody's already done the heavy lifting for you, right? It's finding the who, not the how. Love it. Marcia, it's been an honor and a privilege hanging out with you today. I really have enjoyed this conversation. It's been super, super valuable. Thank you so much,

Marcia Riner: 46:11

You, Matthew, for having me. And thank you for podcasting. Like I said, this is a fantastic medium and what you're doing for your audience is you're providing them with value and the tools that they need to be able to grow. So thank you. I.

Matthew White: 46:25

guys. Thank you. We will see you on the next show.