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.

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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.

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