She wrote a check with a comma in it every month for six months, and the podcast still wasn't paying for itself.

Aubrey Fitzloff runs an independent insurance agency in South Carolina. Last year a marketing firm pitched her a podcast as a funnel into the parts of the Carolinas she can't drive to, lined up about 40 recordings in a 60 day sprint, and sent an invoice every month. At six months and more than $20,000 in, she had to make a call. She let them go.

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

She kept the show. What changed was what she expects from it. She can't tell you her download numbers and says they don't matter. The business that did come in came through the show, not from it, and it came slowly, out of relationships she was in no rush to convert. So now she doesn't chase new guests. She has 40 to 50 episodes already recorded, she's connected to nearly every guest on LinkedIn, and when one of them hits a milestone, that's the week their episode goes back out. It's the most repeatable networking play we've had on this show, and it costs nothing but attention.

In this episode:
- What over $20,000 in six months actually bought, and why she stopped writing the check
- Why she refuses to pitch a guest at the end of a recording, even when the fit is obvious
- The download numbers question, and why she stopped asking it
- How she uses LinkedIn to decide which old episode gets republished this week
- Why a rebrand for discoverability beat a clever name built off the company

About the guest, Aubrey Fitzloff:
Owner of LifeTime Insurance Agency, an independent brokerage serving North and South Carolina with health, Medicare, life and disability coverage. She hit 20 years in the industry this year and hosts the Carolina Business Leadership Show.
LinkedIn: https://www.linkedin.com/in/aubreyfitzloff/
Company, LifeTime Insurance Agency: https://ltins.com/
Podcast, Carolina Business Leadership Show: https://www.youtube.com/@carolinabusinessleadershipshow

Sitting on episodes you recorded months ago. Doing the clips, writing the descriptions, figuring out the promotion, all while the business needs you. 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. A full month free, not a trial, in exchange for honest feedback and a testimonial if we earn it. If your show is already handled and it isn't eating your week, skip this one.
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.

He went on a construction podcast to add value. They stopped the recording and the host looked at him and said, I need to hire you guys.

That host became a client at high four to five thousand a month. Then he referred two more. One guest spot, one relationship, a multiple five figure return.

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

Derek Links:
Website - https://thecoosolution.com/?utm_source=chatgpt.com
YouTube - https://www.youtube.com/@thecoosolution?utm_source=chatgpt.com
Linkedin - https://www.linkedin.com/in/derekfredrickson/

Derek Fredrickson runs his own show twice a month. He has been on more than 100 other people's shows in the last 18 months. That ratio is the whole lesson. In this conversation he explains why your podcast is a supporting asset and not a pipeline, why the opportunity comes through the show instead of from it, and what he actually does when he is sitting in someone else's guest chair.

He is also the reason it is sustainable. He built the system and hired the people before he ever launched, so the only thing he touches is the recording.

In this episode:
- Why you do not get clients from your podcast, you get client opportunities through it
- The guest spot that became a client and two referrals, told start to finish
- How to guest without pitching, speak to their audience but really to the host
- Why he spends more time on other people's shows than his own, and what that does to your own delivery
- The audit that tells you which steps of your show actually need you
- Sending a client episode after a sales call, the unpaid sales force that closes in the client's own words
- Start at a cadence you can hold, because scaling down costs you the trust consistency built

About the guest, Derek Fredrickson:
Derek Fredrickson is the founder of The COO Solution, which puts fractional COOs and integrators into founder-led businesses so the company can run without the owner sitting in the middle of it. He launched the company in 2024 and started The COO Solution Podcast about a year and a half ago, running it every other week.
LinkedIn: [ADD LINKEDIN]
Company, The COO Solution: [ADD WEBSITE]
Podcast, The COO Solution Podcast: [ADD SHOW LINK]

Okay, quick one. Founder or business owner, if you are recording and then doing the editing, the clips, the descriptions, chasing the guests, all of it yourself, that is the reason you have no room to go be a guest anywhere else. 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. 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.

You published it. Now you are waiting. That is the mistake.

Josh Troche has watched hundreds of business owners start podcasts, and he says the B2B version of hope is putting an episode out into the air and assuming clients will come find it. They do not. The founders who get business out of a show do something almost nobody does: they pick a person, and they send them an episode.

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

or Contact

Josh Troche - https://www.pedalstomperproductions.com/?utm_source=chatgpt.com

Someone emailed his show with a problem. He did not write a long reply. He wrote "you need episode 32." He spent forty five minutes answering that question once, on the record, and it has been working for him ever since. He also booked a speaking gig that was one hundred percent because of the podcast, and he got it by reaching out first and saying take a listen.

In this episode:

• Why a podcast is middle of the funnel, not the billboard and not the paid ad
• "You need episode 32," and how to put episodes inside your sales process
• The LinkedIn move: answer a target's question on this week's show, then send it to them
• The speaking engagement that came one hundred percent from the podcast
• The trucker who walked into his office already trusting him, and why familiarity does the selling
• Why you need a why before you record, and what happens to the shows that skip it
• How long a founder podcast really takes, and why the catalogue compounds
• Why the show quietly repels the clients you would have fired anyway
• Eighty six percent of podcasts never make it past episode fifteen
• The one thing to change in your next episode

About the guest, Josh Troche:
Josh Troche runs Pedal Stompers Productions, a podcast production company with its own studios. He hosts Podcasting Momentum, a show for podcasters, and co-hosts The Business Fix, a leadership show built for middle and upper management. He got into video selling semi trucks, where buyers walked into his office already feeling like they knew him.
LinkedIn: [ADD LINKEDIN]
Company, Pedal Stompers Productions: [ADD WEBSITE]
Podcast, Podcasting Momentum: [ADD SHOW LINK]
Podcast, The Business Fix: [ADD SHOW LINK]

Okay, quick one. Founder or business owner, picking the person and having the conversation, that part is yours. Nobody can do that for you. But the clips, the descriptions, chasing the audio, the editing, the posting, all of it after you stop talking, 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. You record, we handle the rest.
Apply here to see if there's a slot open: https://propodconcierge.com

Tags (Buzzsprout tags field, comma-separated):
Josh Troche, Pedal Stompers Productions, Podcasting Momentum, The Business Fix, podcast lead generation, listeners but no clients, podcast sales process, middle of the funnel, founder podcast, B2B marketing, Founder Podcast Lab

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