FLETCHER: And so one of the things that I want to focus on and make the point about is that you don’t have to be on radio. Sloper no longer does quote unquote radio instead he has transitioned into doing a podcast. The reality is that podcasts are taking over because of the consumer. And so I have an article here, the rising popularity of podcasts why listeners are rediscovering podcasts.

It’s for the same reason why people like DVR’s. Because they can get the content that they like that only interests them that is specific to what they want to know about, learn about, be entertained by, when they want it at the time they want it on demand. That’s why people like the DVR. And this is why more and more people are discovering podcasts.

And so the USA Today recently had an article titled Remember podcasting, it’s back and booming!” It goes on to state that Apple now has over 1 billion subscriptions for podcasts via iTunes. That’s not counting Stitcher, that’s not counting Soundcloud. There are more than 18,000 on Stitcher alone; podcasts, not subscribers. An estimated 39 million Americans have listened to a podcast in the past month.

But I think what is more telling is the fact about some of the demographics. And again the medium is not as important as the content, as the message. And so if you have great content, if you have a great message, starting a podcast, it is every bit as effective as starting radio. So this is something that we are pushing to all of the people we are currently working with into; as a content creator.

Okay part task listeners are a highly sought after demographic for marketers not to because it’s composed of well-educated social sharers which means more referrals who want to find ways to get commercial free media. People don’t like ads, they don’t like advertisement. They don’t want to tune into a.m. talk which most agents can’t afford or because you are looking at 10 or 12 or $15,000 for a 30 minute spot unless you are in some obscure or small town.

Now the key is that you don’t even have to keep your content on podcasts. So if you think about what I do here, we have a podcast but then also I cut it up into segments, those become blog posts, they become content for other newsletters that I write, they become talking points for speeches that I give or interviews that I give; there are multiple ways to leverage the content that you create as a result of the podcasts.

And so there is a headline here, “Anyone who is anyone has a podcast these days and they are finding millions of listeners.” And so Donnelly Dumas, if you are familiar with the podcast world, if you are not we will talk about that in a minute. But here is a guy who is a real estate agent who was driving around in his car, he was listening to podcasts. He realized that there was nobody out there putting out a daily podcast. So he decided that he was going to start to produce one and within 12 to 18 months, started making $100,000 a month from his podcast.

Okay now he has a business worth $2 million a year. And he didn’t spend any money on external marketing. This speaks to how easy it is using podcasts it can be to find an audience; traffic to your offers. Hopefully you have a book, hopefully you have assets. Clear Channel, the nation’s largest radio broadcaster in July added podcast to its iHeart radio service. Clear Channel president of digital Brian Lakamp, “We need to be where the consumers are.” So a.m. talk radio, you are seeing it. So if you go to, you can look at the ratings of 4 different talk radio hosts whether it be Limbaugh or Glenn Beck or Sean Hannity; over the last 12 months, over the last 24 months they’ve been on a downward decline from 20 million Rush Limbaugh used to have to 18 to 15 to now 12. 12 million weekly listeners, that’s a lot, don’t get me wrong but it’s not particularly helpful for the local business owner that kind of radio.

Because let’s face it, Saturday 9 o’clock, 10 o’clock, 11 o’clock are you listening to AM radio? Who is? Who does? Most of these people who have those kind of shows, the big their family and friends to call in so they have somebody to talk to.

SLOPER: Hey Ryan, and I talk to a lot of agents you know within my area and they are like, “That’s really cool that you have a radio show, it’s really cool that you have a podcast. Like how has that gone? How difficult is it to do that?” I mean it’s honestly simple, very, very simple. The reality is that most people feel they don’t have something to say or something important to say, a message and I actually want to talk to let those people know that you are not the only one because I didn’t really have anything to say in the beginning either.

FLETCHER: Well, it’s a learned skill. I mean you learn…




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