A listener binged Jody Layne's podcast for a week, applied to be a guest, and joined her paid mastermind. Jody didn't have to sell.

Jody started Beyond Hormones: The Business of Wellness so clinic owners who couldn't afford her consulting could still learn from her. Almost 100 episodes later, the show is doing a second job: building trust with the people who can afford her, before she ever gets on a call.

Want your show handled so it can actually feed the business? https://propodconcierge.com

3 THINGS YOU CAN DO AFTER THIS EPISODE

1. Your guest form can be your best lead form. If the people you'd interview are the same people who could buy from you, try what Jody did. Her show notes say: if you're a practitioner and want to be a guest, go to this page. One listener binged the show, applied, got five or six of Jody's emails before their first call, and joined her paid mastermind. Jody said she "didn't have to really sell myself." Put a guest link in every episode's show notes, and make sure everyone who applies lands on your email list.

2. Let an episode answer the question instead of a pitch. If you sell a service and prospects keep asking you the same questions, do what Jody does. When someone asks something on a sales call or on social, she sends them the episode where she already answered it. She says the podcast is replacing the webinars of yesterday. Prospects get to know you before you ever pitch. Keep a list of your episodes sorted by the question each one answers, so the right one is ready on the call. If you already send episodes in your follow-ups, keep going.

3. Show up in their inbox every week with the guest's story. If you have an email list and your episode emails get ignored, try Jody's Monday email. Every Monday, her list of about 1,300 gets the YouTube thumbnail and a short recap of the guest's story, like the clinic owner who started with no money while working in the ER. The story gets the click, not "new interview out." Her goal is to be the name in their inbox when they finally want help. Lead your weekly episode email with the guest's story, not the episode title.

She's honest that the show hasn't made enough sales to pay for itself yet. She keeps going because she enjoys it and because podcasting is a long game. Prospects can spend hours with her before they ever talk to her, and the one who binged it showed up ready to buy.

In this episode:
- The guest link that turned a listener into a paying client
- Why long-form content sells before the sales call
- The Monday email that keeps her in front of her list
- Turning client questions into solo episodes recorded on walks
- Resource documents as podcast lead magnets
- Recording 20 episodes before launch and planning six months ahead
- Getting guests to promote with done-for-you reels
- Her untested plan: postcards inviting 250 clinics to be guests

About the guest, Jody Layne:
Jody Layne is the co-founder of Accelerated Medical Practices (AMP), which helps hormone and wellness clinic owners with pricing, sales, and team operations. She ran a hormone clinic for seven and a half years and has worked in marketing since the 1990s. She hosts Beyond Hormones: The Business of Wellness.
LinkedIn: https://www.linkedin.com/in/jodybethlayne/
Website: https://acceleratedmedicalpractices.com
YouTube, Beyond Hormones: https://www.youtube.com/@AcceleratedMedicalPractices

If you're a founder with a show that's already handed off to a freelancer, an editor, or a team, but you're still chasing down files, approving clips, and keeping things on schedule, stop that now. That's not your job. You're supposed to be working on the business. The podcast is supposed to feed the business.

ProPod Concierge: you record, we handle the rest. Right now we're taking on a handful of founders for a full free month. In exchange, all we ask for is honest feedback, or a testimonial if we knock it out of the park. Not ready for a month? Start with one episode.

This isn't for everyone. If you're still editing yourself and just want a cheap editor, skip this.
Apply here to see if there's a slot open: https://propodconcierge.com

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

An aircraft owner with a multimillion dollar jet won't hire you because they watched your podcast. Annalisa Tombolato knows that, and she runs one anyway.

She and her co-host Bret Peters started Aviation Perspectives with C.A.C. from morning coffee stories and a few interviews with aircraft registry directors. Two years later, the show does a job most founders never think about. It finds the experts who will teach in their training business, and it keeps those relationships warm.

Want your show handled so it can actually feed the business? https://propodconcierge.com

3 THINGS YOU CAN DO AFTER THIS EPISODE

1. Your guests can be your future teachers. If you plan to sell training or a course someday, look at your guest list as your future teachers. Annalisa books experts who want to share everything they know, then brings them back. One of her guests covered fatigue management on the show, and she wants those same experts back to run a real workshop in her library. Whatever you plan to sell, ask one question before you book: could this guest teach a piece of it? If you never plan to sell training, skip this one.

2. Read their posts before you book them. If you keep booking guests who turn out to be a bad fit, try what Annalisa does. Before she reaches out to someone new, she reads their LinkedIn posts. If they share a lot and go into real detail, she can tell they really want to help people. That's how she found her last guest, a pilot whose posts she kept enjoying. So far, every guest has fit, and many tell her to call them when she needs another episode.

3. Learn who is actually watching. If you can't tell who your listeners are, give them a reason to come to you. Annalisa puts part of each interview on YouTube and Spotify and keeps the full interview in her own library. Her reason: when she sells her book on Amazon, she has no idea who bought it. And she doesn't own YouTube or LinkedIn. Put the full version somewhere people sign up, so you learn their names. If you already have an email list that works, keep going.

She is honest about clients. In aviation, deals come from handshakes and referrals. But every guest so far has fit what they stand for, and many ask to come back. That's the asset.

In this episode:
- What the business would lose if the podcast stopped
- Why every guest is a future teacher
- How the show started from coffee conversations
- What C.A.C. Global Solutions does
- Did the podcast bring in clients? Her honest answer
- How the podcast got her to like marketing
- The AI LinkedIn message that felt empty
- The knowledge library and why she wants to own her audience
- How she finds and vets niche guests

About the guest, Annalisa Tombolato:
Annalisa Tombolato has spent 20 years in aviation. She is a director at C.A.C. Global Solutions, an aircraft management company, co-author of Introduction to Aircraft Management with Bret Peters, and co-host of Aviation Perspectives with C.A.C.
LinkedIn: https://www.linkedin.com/in/annalisa-tombolato-29445426/
Website: https://www.cacglobalsolutions.com/
YouTube, Aviation Perspectives with C.A.C.: https://www.youtube.com/@C.A.C.GlobalSolutionsLtd.

FROM THE HOST

If you're a founder with a show that's already handed off to a freelancer, an editor, or a team, but you're still chasing down files, approving clips, and keeping things on schedule, stop that now. That's not your job. You're supposed to be working on the business. The podcast is supposed to feed the business.

ProPod Concierge: you record, we handle the rest. Right now we're taking on a handful of founders for a full free month. In exchange, all we ask for is honest feedback, or a testimonial if we knock it out of the park. Not ready for a month? Start with one episode.

This isn't for everyone. If you're still editing yourself and just want a cheap editor, skip this.
Apply here to see if there's a slot open: https://propodconcierge.com

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

The people you look up to will say yes to your podcast if you ask the right way.

AJ Waters is Field COO at Procore, and his podcast has nothing to sell. It still pays him back. He cold-messaged his heroes onto the show, and one of them is now a close friend. The show has earned him speaking slots, given him co-panelists, and made him better at his day job.

Want your show handled so it can actually feed the business? https://propodconcierge.com

3 THINGS YOU CAN DO AFTER THIS EPISODE

1. If you're inviting someone way above your level, don't ask for a favor. Tell them what they're great at. AJ's invite goes like this: "I think you're uniquely talented at X, and more people need to know about that." It's a compliment, and it gives them the topic, so they don't have to figure out what the episode is about. That's how he got his heroes on the show. One of them was Tyler Campbell from The Construction Brothers, and now they're close friends who meet every Friday. Pick one person you'd love to know. Write down the one thing they're great at and why your audience needs it, then send it.

2. Your past guests can be your next panel. If you speak at live events, bring them up with you as co-panelists. When AJ is headed somewhere to speak, he checks which past guests live nearby and know the topic, then asks them to do it live. His next panel in Phoenix grew out of an episode about whether you can trust AI in construction. Before your next event, look through your guest list and find who's close by and fits the topic. Ask them to join you on stage.

3. Your guests can tell you what your buyers really think. If the people you interview are the same people you sell to, use the show to hear it. AJ's guests give him straight feedback on Procore's software, and he says every conversation gives him at least one thing to take back to his day job. After you stop recording, ask your guest one question about the problem your business solves.

If your show isn't bringing in clients yet, that doesn't mean it's failing. AJ's whole show runs on relationships, and they keep turning into stages, friendships, and better work.

In this episode:
- Why AJ's podcast exists when he has nothing to sell
- The invite that gets people way above your level to say yes
- How a hero became a close friend
- Turning an episode into a live panel, and past guests into co-panelists
- How guests make him better at his day job
- Repurposing with blog posts, clips, and LinkedIn
- His one tip for your next episode: research your guest

About the guest, AJ Waters:
AJ Waters is Field COO for the public sector at Procore and host of TheEngiNerdLife Podcast. He's a former structural engineer, and his show spotlights people in construction whose superpower is a skill anyone can learn.
LinkedIn: https://www.linkedin.com/in/watersaj/
Website: https://www.theenginerdlife.com
Apple Podcasts, TheEngiNerdLife Podcast: https://podcasts.apple.com/us/podcast/theenginerdlife-podcast/id1871540343

Booking guests, chasing the audio, cutting the clips, writing the blog, posting every day. 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.

ProPod Concierge runs your show for you. You record, we handle the rest.
Apply here to see if there's a slot open: https://propodconcierge.com

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