Salome Schillack (00:00):

Hello and welcome to episode number 99. Oh my goodness. I can hardly believe that we are at 99. And I want to say you guys, you are amazing. Thank you so much for all the amazing ratings and reviews you guys are sending in to Apple Podcasts. I really appreciate each one from the bottom of my heart. I have had messages saying, "Shine and Succeed is the secret sauce for newbie online marketers." And there's one that says, "My engagement is on fire." Or this one says, "Amazing content, exactly what I needed." And my favorite is, "Holy cow, this is great." So thank you so much for all of you who have rated and reviewed the podcast. Remember, this is episode 99 and on episode number 100 I'm going to announce the winner of the two and a half hour strategy session with me and we're going to either unpack your launch or your business to make sure you have the right strategies in place to end up with a massively profitable online courses business at the end of 2021. And all you have to do to go into the draw for this is to write and review the podcast on Apple iTunes.

And then once you've done that, send me a screenshot of what you did on Instagram please. My Instagram is Salome.Schillack and if you can't spell that then just head to the show notes of this show at shineandsucceed.com and click on the link there. It'll take you to Instagram and send me that screenshot. I do need the screenshot to be able to enter you into the draw because the reviews are sometimes a bit anonymous and I don't know how to get ahold of you from the reviews. So make sure you send me that message in Instagram.

Now on today's show it is episode 99. I have my friend. I call him Mr. Butter Voice because his voice sounds like butter. He is talking about how to grow your podcast with podcast ads. Adam Schaeuble is a full-time podcaster, a podcasting growth and marketing coach, and a host of the Podcast Business School. Adam's goal is to teach his students how they can love their show like a hobby but build it like a business. And he specializes in the topics of podcast download growth, podcast monetization, audience engagement and Instagram for podcasters. So you're in for a treat today. But don't forget to rate and review the show then send me that screenshot. And now, let's cross over to Mr. Butter Voice, Adam Schaeuble, as he teaches us how to grow our podcast with these types of ads.

Giving up your time and freedom to make money is so 2009. Hi, I'm your host, Salome Schillack, and I help online course creators launch, grow and scale their businesses with Facebook and Instagram ads so that they can make more money and have an even bigger impact in the world. If you're ready to be inspired to dream bigger, launch sooner, and grow your online business faster, then tune in. Because you are ready to shine and this is The Shine Show.

Adam, welcome to the show. I'm so happy to have you here.

Adam Schaeuble (03:30):

Salome Schillack, first off, I'm so excited to be here because I am one of your biggest Salome homies. I am a listener of the show. I am a super, super fan. And I'm really excited to share my story and I hope to add a little bit of energy and positive mojo to your audience here today.

Salome Schillack (03:52):

Absolutely. Just listen to that voice. Can you say Salome homie again?

Adam Schaeuble (03:58):

I am the number one Salome homie located in Indiana in the United States for sure.

Salome Schillack (04:06):

I love it. I love it. I think I should start a Facebook group called Salome Homies and have you do-

Adam Schaeuble (04:10):

The Salome Homies.

Salome Schillack (04:11):

Yeah. Yeah. Or maybe we should rename my podcast The Salome Homies and you can do the intro and you just go welcome to The Salome Homies.

Adam Schaeuble (04:18):

What's up Salome Homies? How you doing?

Salome Schillack (04:22):

I love it. I jokingly call him Mr. Butter Voice because, well, you've just heard it. I can just listen to Adam speak for days. So Adam, it is lovely for me to have you here on the show. You have opened my eyes to a lot of things that I should be doing on my podcast that I'm not yet doing. And you have opened my eyes to some advertising opportunities around growing my podcast. So I wanted to have you on so that you could share with my audience all of your amazing podcasting genius. But I think let's start with how did you get to be where you're at right now and doing what you're doing teaching entrepreneurs podcasting?

Adam Schaeuble (05:08):

Yeah. It's an interesting kind of winding journey where back in 2007 I weighed 327 pounds. My story starts with a weight loss journey. I went on a journey. I lost over 100 pounds myself. Then, long story short, I helped my home town here in Bloomington, Indiana. I started a bootcamp business. This is when the bootcamp fitness craze was really kicking off and I helped my hometown lose 35,000 pounds as I lost 100 pounds myself. And then I made my first foray into podcasting with The Million Pound Mission Podcast. The whole through line was, I lost 100 pounds, I helped my hometown lose 35,000 pounds, now we're on a million pound mission with the podcast. People would listen in. They'd hear me interview experts and we all went on the journey together. They would donate their weight loss. We tracked it all. And it was a super cool thing. Then I started getting a lot of questions about podcasting. Once I got two, three years deep into the show, a lot of my friends were like, "I want to get into podcasting too." And they were asking me for advice. What I found was I really liked talking about the business aspect of podcasting. Because I know there are a lot of people out there that are side hustling that would love to have a little bit more lucrative side hustle or create a full hustle out of their side hustle.

And podcasting is a great way to build a brand and build your online legend. So I started Podcasting Business School. And we started that show. That's a couple years deep now and having a ton of fun. I have to tell you, number one most downloaded episode, Salome Schillack, Facebook and Instagram Ads for podcasters. And I'm not lying. You can check the facts. I don't go and say that in every interview that I do. But people just absolutely ate that up. They loved it. Then I started a brand show called Let's Talk About Your Podcast because I just can't talk about podcasting enough. But my real niche was in the podcasting space. There are a lot of people that help launch shows and things like that. That's not really what I do. What I help people is build a business around their show and build what I call a community to client bridge. Help you facilitate all those people that are tuning in in the earbuds and we build a path that brings them a little bit closer.

I have one of my clients, he calls it the frictionless funnel which I like that as well. TM. We bring people along in a huge value add style, building energy as we go. Really just to give, give, give, give, give and then that creates a nice natural path for them to become a client, a community member, membership. Whatever the podcaster has as far as monetization goes. And with this method, I've been spicing it up with a little something I call the Schillack attack since I've learned some things from you that we can enhance it with my new Instagram and Facebook ninja skills that you've taught me. So it just keeps getting better Salome.

Salome Schillack (08:09):

That's awesome. I do have to hire you as a copywriter too. I'm going to need you to come up with more funky rhymes for my brand. Wow. Okay. So do you still have the weight loss podcast? Is that something you're still running?

Adam Schaeuble (08:24):

We closed the Million Pound Mission Podcast down at the end of 2020 at episode 375. And I rebranded and we niched down to the low carb space.

Salome Schillack (08:36):

Ah, I love it. Yeah, I love it.

Adam Schaeuble (08:37):

That's something that in podcasting the niche or the niche ... The niches bring the riches, the niches bring the reeshes. Whatever we gots to say. So we rebranded. I brought in a couple cohosts that are both in the low carb space. It's called The Low Carb Hustle Podcast.

Salome Schillack (08:37):

Love it.

Adam Schaeuble (08:55):

How do you like this niche Salome? We talk about being an entrepreneur in the low carb space. That's who we're talking to. That's a niche.

Salome Schillack (09:05):

That is like what's Mr. Four day workweek name? What's his name?

Adam Schaeuble (09:10):

Yeah. Tim Ferriss. Yeah.

Salome Schillack (09:10):

Tim Ferriss. Yeah. Oh, I like that. Like that is a market that's on fire and it's very ... Ooh, I'd to run ads for that please. See, my brain automatically goes, who can we target for this? The low carb business owners. Love it.

Adam Schaeuble (09:30):

Yeah. The entrepreneurs in the low carb space, that's what we all are. I follow a low carb lifestyle and it's not like we're the best and people who eat carbs ... You're a carb eater aren't you? I can smell it on your breath. We don't do that. But we bring a comedic element to it and we're having a lot of fun. We created one of our episodes ... Each month we do the low carb game show where we give away prizes. And I'm like the Pat Sajak or like Alex Trebek of low carb game shows. And we get to run contestants through it and give away stuff and all sorts of unique branding that we do and we have some pretty interesting spots. I'll just put it that way.

Salome Schillack (10:05):

Hang on. I have to just stop you there for a second. How on earth do you do a podcasting game show? How? How? How?

Adam Schaeuble (10:14):

I look at creating that community to client bridge in different ways for my different brands. So on the health show I really like to bring them on the show. So we look for super fans. So people that are commenting and sharing out our episodes. I'll just grab somebody out of the DMs and Instagram story and be like, "Hey, recording the low carb game show tomorrow. Do you want to come on and be the next contestant?" And then the like come on down. And they run down the isle of Instagram and we pull them in. But I developed a six round game show. But here's the business aspect of it. Each round has a sponsor and they are paying us.

Salome Schillack (10:51):

Yeah. I like that.

Adam Schaeuble (10:52):

And they have a giveaway as well but the person has to pass that challenge to win that prize from our paid sponsor.

Salome Schillack (10:59):

I love it.

Adam Schaeuble (11:00):

So we're giving away all sorts of stuff. Actually an Australian based company, Grassland Nutrition, is one of our sponsors. They have dried ... You're going to want to win this prize. Dried beef heart, liver and kidney bits that we give away.

Salome Schillack (11:20):

Are you pulling on the South African biltong thing?

Adam Schaeuble (11:23):

Tasty.

Salome Schillack (11:25):

Can I just show you? Can I show you the bowl I have next to me right now?

Adam Schaeuble (11:29):

There you go.

Salome Schillack (11:30):

There's my low carb breakfast. The crumbs from my biltong that is left.

Adam Schaeuble (11:33):

Perfect. Perfect.

Salome Schillack (11:34):

That is very funny. I know people will think this is so gross. These people with their dried meat.

Adam Schaeuble (11:41):

It's delicious.

Salome Schillack (11:44):

It's delicious. It's delicatessen man. Okay. So podcast number one. I love how you have this amazing ability to turn a show into like really a show. It's not just a talk show, it's a show, show. I love it. So you get people on the show and have fun with them. That's amazing. And then The Podcasting Business School and Let's Talk About Your Podcast, how are those two podcasts different?

Adam Schaeuble (12:08):

The Podcasting Business School I have two episodes per week. Tuesdays and Thursdays. So I only interview podcasters and I have them come and teach on a topic through a podcasting lens. For example, I hear the amazing Salome Schillack on Amy Porterfield's podcast, Online Marketing Made Easy. And I reach out and I'm like, "Salome, I would need you to come on and talk about Facebook and Instagram ads but for podcasters. How should podcasters be using this?" So it's very specific in the niche. Again, this is for podcasters or people that want to create a business through a podcast. So it's not business school in general, it's for podcasters. So you came on, rocked it. That's why so many people liked it. Because we're all confused about Facebook and Instagram ads so for you to dial it in and be podcaster specific. And you got ... I told my people. I'm like, she just gave us a few thousand dollars worth of advice there because you were like, then make sure that this is the objective and this is what you do. You really dialed in on how to run an ad directly to an episode or directly to an Apple podcast link. It was awesome.

So that's a great example for the type of expert I bring in on that show and then I do a solo show on Tuesday where I teach from whatever my crazy experiments in podcasting allow me to teach on. And then Let's Talk About Your Podcast, that's just general. I talk to any podcaster I can get ahold of and we talk about the podcasting journey. What went well, what hasn't gone well, and what we can learn from that.

Salome Schillack (13:37):

I like that. So I want to say, Let's Talk About Your Podcast is better suited to those people who are curious and would like to dip their toes in the water and see how it works for other people. Whereas Podcasting Business School is like you've got a podcast. You want to grow it. You want to monetize it. You want to make a business of it.

Adam Schaeuble (13:37):

Yep. Exactly.

Salome Schillack (14:00):

I get it. Well, how many hours a week do you spend recording?

Adam Schaeuble (14:06):

I do a lot of interviews. I do a lot of interviews on other people's shows and I do a lot of interviews for my own stuff.

Salome Schillack (14:10):

I'm guessing you're an extrovert.

Adam Schaeuble (14:12):

Yes. And I'm full of energy. And the thing is, every interview that I do gives me energy. Like it's not like oh my gosh, OMG, another interview. I got to talk to Salome. I'm like fired up. I'm over in the corner doing pushups and like all right, let's get hyped up.

Salome Schillack (14:26):

That's fantastic.

Adam Schaeuble (14:27):

Get ready for the Schillack attack. But no, I do a lot of content but I batch everything. Here's the other thing that'll blow your mind piece Salome. I have zero help. I have no VAs. I have no team. I do every bit of everything myself. I don't want to brag about that. I am now interviewing VAs. But I'm super efficient. This is why Calendly is my best friend. My Google calendar is my best friend. If one of my actual friends wants to talk with me I make them sign up on Calendly. Hit the link that says coffee and then boom, we'll do that. But I'm very organized because I'm dedicated to my family as well. Before we were on here ... We're in the evening US time. I know it's in the morning in your time and you're in the future.

Salome Schillack (15:19):

In the future. I'm closer to Friday then you are.

Adam Schaeuble (15:22):

Yeah. Yeah. So before we got on I was upstairs reading bedtime stories to my daughter. I do all the voices. Imagine the bedtime story potential here. It's legit. So that's what we do. I'm dedicated to all those compartments that I've got to check those boxes.

Salome Schillack (15:40):

Yeah. Okay. And a month from now I'm going to ask you if you have a VA and the answer should be yes. You should not be posting things. Dude, come on. Okay. So let's jump over. Now I want to know, is podcasting still ... I started my podcast just over a year ago and then I felt late to the party. Anyone feeling late to the party starting now, what's your advice to them? Is it too late? Has the fad come and gone? Are we all moving to Clubhouse? Talk to me. Tell me. Is it still a good time to start a podcast?

Adam Schaeuble (16:16):

Great question. I interviewed a guy named Rob Walch from Libsyn. Libsyn's one of the major podcast hosting platforms. Again, I get the good info from the people who come on my show and I asked him basically what you just asked me. And he said, "Well, right now there's 1.8 million podcasts that have I think at least three episodes." And we all know how many there are that don't make it past three episodes. They do their first few and they're like eh, not for me. And he said something like 800,000 what he considered active. And there are 10 times as many blogs out there still as there are podcasts. So that's one thing to put in perspective. The other thing is podcasting to me is the last bastion of like, 100% deliverability. When somebody hits subscribe it shows up on their phone every time.

Salome and I are over here high fiving if 80% of our people don't open our emails. We're like 20% open rate, yeah.

Salome Schillack (16:16):

Yeah.

Adam Schaeuble (17:25):

And the whole Apple and Facebook thing that's happening now like Facebook. Back in the day when I owned my gym I could post a before and after picture on my personal Facebook profile and I'd get clients banging down my door and now six people see it and I got to pay for that. So I feel like podcasting ... They hit that subscribe button, you're in their earbuds every week and you can market to them, you can teach them, you can build that community client bridge like I teach my students. And like I said, that's a legit opportunity. So now no, podcasting isn't like over and done with. Now is a really, really good time to get in because podcast listeners are becoming more educated as well. Like three years ago my parents didn't even know what a podcast was. I was three years deep into my journey and I was almost doing it full-time at that point. But now-

Salome Schillack (18:24):

My mom still doesn't know what I do.

Adam Schaeuble (18:25):

Yeah. They're listening shows.

Salome Schillack (18:27):

She knows I do something on Facebook but she still doesn't know what exactly it is.

Adam Schaeuble (18:33):

If you go hey, check out my podcast, they know how to find a podcast without a link to Apple Podcasts or whatever.

Salome Schillack (18:42):

That is true. That's true. And I think we have COVID to thank for that a little bit.

Adam Schaeuble (18:46):

Yeah.

Salome Schillack (18:46):

I feel like a lot of people have moved away from watching to listening. Maybe. I'm not sure. I like that you quote those numbers because they actually sound quite low to me. Like if you think ... How much did you say? 800,000 active podcasts.

Adam Schaeuble (19:01):

Active. Like what he considered really somebody like you and I that are putting out consistent content.

Salome Schillack (19:06):

Consistent content. So 800,000 is not a lot and then if you narrow that down to like whatever your niche is or your niche, that is not a lot either. That's even less. And I like how you compare it to blogs but I also ... I feel like we kind of have a choice between either video, which you then have to start a YouTube channel, or blogging or podcasting. Those are your three big mediums that you can use online to build an audience. And compared to YouTube channels, that does not ... Sounds to me like there's still a lot of room for new entries into the podcasting field so then it's probably a great time to start a podcast because all the educating of the audience has been done and now it's a thing. So now if you're good and you're committed and you're going to be consistent, which is probably the hard part is the consistency, but then there's an audience out there for you.

Adam Schaeuble (20:09):

Yeah. I think if somebody's out there thinking about it I would say yes. This weekend when you're getting some free time sit down and brainstorm the ideal person that you think that you could help with your experience of life. Whatever your experienced in. With me initially it was the weight loss thing. I had gone through this whole journey, I had a lot to say about it. And then once you figure out what your experienced in, I want you to write down 52 topics and or people that you would like to talk to about this. So maybe 26 people you want to talk to, 26 topics. You got a year of content right there.

Salome Schillack (20:43):

I love it. That sounds super easy. I like to batch my episodes too. But I've never done more than 12 in one go. I have to build up my stamina. You got to each me how to build up my podcasting stamina so I can do more than 12.

Adam Schaeuble (20:58):

We can hook some weights to your vocal box.

Salome Schillack (21:01):

Yes.

Adam Schaeuble (21:01):

Smile and a frown.

Salome Schillack (21:02):

Smile or do all those me, ma, yo ma, me ma, yo ma.

Adam Schaeuble (21:09):

Red leather, yellow leather.

Salome Schillack (21:11):

Yeah. All of those. Yes.

Adam Schaeuble (21:11):

It works.

Salome Schillack (21:13):

Tell me a little bit about ... One thing that you are really great at is building community around your podcast and creating two way conversations. Because I will tell you that when I started ... I actually started The Shine Show. The Shine Show started originally as a Facebook live show. I called it The Shine Show because I just opened my mouth and started talking on video about anything and everything because I didn't haven anything that I could monetize but I saw hey, if you get a social media account and you start talking you can make money. So I started The Shine Show on Facebook live and then stopped doing that when I went back to my day job and life took a few other turns. But then when I decided to start the podcast I was like yeah, we got to resurrect The Shine Show. And I made a commitment that my goal with the show for the first 100 episodes was going to be to be consistent. I made a decision that I am not going to be overly concerned about the quality. I'm not going to fuss about promotions or how I'm going to get this out there. For me it was like if I can make it to 100 episodes, which we've got coming up ... I think you're going to be in the 90 something episode when this airs. And we've got 100 coming up.

And now I'm like oh heck, I've created something that is good and that is working and it's great. But I will tell you, in my journey of growing it to this point, it has often felt to me like it's a one way conversation because I pour my heart into my microphone and no one talks back to me. So now I have gotten better at asking my listeners to message me on Instagram. And so if you are hearing this and you are listening to this send me a message on Instagram so that I can know that there's someone on the other end of this. I do now get some messages and I love getting these messages from listeners. But you have some strategies to really create a two way conversation. So tell us a little bit about that.

Adam Schaeuble (23:15):

I'm going to give you the real good stuff right here.

Salome Schillack (23:16):

Yeah, give me the good stuff. Don't give me the bad stuff. Don't give me the mediocre stuff please.

Adam Schaeuble (23:22):

And if you have podcasters that are listening in, this is going to be a game changer. Especially if you're feeling like Salome. There's so many podcasters out there that are like, I never hear from anyone. And my first question is this. So you're building a community right? Well, when are you giving your community a chance to be a community? When are you giving your community a chance to be a community? Because we're just talking to the microphone. We are creating a one way street. So a community is a two way street or a multi way street. They can talk to each other. They can talk to you. You can talk to them. You can see each other. So the technique that I teach is the monthly party. I don't like to call it a Zoom meeting because Zoom meetings suck. They're boring. But the Zoom technology, we can use it. So for my show, Podcasting Business School ... Actually I do it every other week. I do it twice a month. I throw my pod pals Zoom party. I call my audience the pod pals. I name things. It's been evident through this interview. So the pod pals come out and we do a biweekly Zoom party and we make it fun.

You've been on my Zoom parties before. We have people from all over the world. Pod pals across the universe come in and the first thing that people think, why are people doing this? How do I get them to show up? So the key question for your community party that you're going to throw is what is the irresistible reason why they want to show up every time? All right, you have to ask that question. Why is that? Why do they want to show up? And why do you want to show up every time? Because it's going to be so much fun and all the awesomeness will be delivered. So for me, the pain point that I want to solve for podcasters is we all want to get booked on more interviews on other shows. So during my pod pals Zoom party there's a segment that we call, podcaster speed dating. Every podcaster gets to talk. That's important as well. I want everyone to talk as much as possible. So it's not just me, everybody gets to talk. Then when they get to talk, they get to talk about their show. And this is like 90 seconds. What's your show about? Who are you looking for for guests? Who are you a great guest for? So boom, that goes out into the ether. That's being shared across my community and the people that are live. People start booking each other for shows.

They're in the direct message on the Zoom and it just starts going nuts. So they see that value. I had one woman that got booked for five interviews off one pod pals Zoom party and her downloads just exploded because of that because they were all in her niche. So huge value add. We have fun with it. Sometimes I give away prizes. I teach a little bit. I talk about experimental stuff. But if somebody's just drawing a blank on like ... Because you don't even have to have a podcast to do this. You just need to have a brand. What is the monthly gathering that you're going to do for your brand and why are people showing up? And this is a lead magnet. There's an email address gateway to get there.

Salome Schillack (26:21):

Oh, I like that. Yeah.

Adam Schaeuble (26:22):

You know what I'm saying?

Salome Schillack (26:22):

Okay. I like that. Yes. Yeah.

Adam Schaeuble (26:24):

Let me take it another step. I just added a survey where it's the basic info but then at the bottom I ask what I call the magic question. Adam provides services in X, Y and Z category. Would you be interested in finding out more about ... And it's a checkbox.

Salome Schillack (26:44):

I love it. Yes.

Adam Schaeuble (26:45):

It's my new podcast marketing agency beta group. Check the checkbox.

Salome Schillack (26:48):

Yes. Love it.

Adam Schaeuble (26:48):

Or I'm currently a client or not interested right now. So they're coming in, I'm capturing email.

Salome Schillack (26:55):

You're segmenting them from day one.

Adam Schaeuble (26:57):

On a landing page.

Salome Schillack (26:58):

Yes. On a landing page.

Adam Schaeuble (27:00):

This is where the Schillack attack comes in that I was talking about earlier and we can retarget and do all the magic Salome magic mojo that she puts out on the show on a weekly basis. And we're finding out from the bat if they have interest. Or you can ask them like what are your biggest pain points? You can ask them. This is Calendly opt in.

Salome Schillack (27:21):

Yeah.

Adam Schaeuble (27:22):

And we're asking them whatever we want. But you can get some clues to where the really high level potential clients could be lying.

Salome Schillack (27:31):

Yeah.

Adam Schaeuble (27:32):

So we do that. Huge value. But it could be as easy as you're bringing in a guest expert to speak. So like Salome could throw a party and go, "Hey Adam, will come in and talk about podcasting?" And then you put the APB out to your audience and go, "Hey, we're doing a small group chat on my monthly party. Adam's coming to talk podcasting. Come on in. Here's the opt in page. Blah, blah, blah." They come in and that's what we do.

Salome Schillack (27:32):

I love it.

Adam Schaeuble (27:58):

I've had clients do this in a mini mastermind format. I like this a lot. Where each person gets two minutes and you have 10, 15 people. It's going to take 20 to 30 minutes. You go around the clock, two minutes each. They say something that they're grateful for and then they put an ask out into the group.

Salome Schillack (27:58):

I love it.

Adam Schaeuble (28:16):

And each participant tries to deliver on at least one other person's ask.

Salome Schillack (28:16):

I love it.

Adam Schaeuble (28:20):

So I could be like, "Struggling with Facebook ads, I need to talk to somebody. Who knows somebody that can help me out?" And if they're asking me, you know who I'm sending them to.

Salome Schillack (28:30):

I do.

Adam Schaeuble (28:31):

So that's the monthly party. That brings them off of like the shores of the beach onto the first stepping stone. And then from there I'm following up with he people, especially the ones that can potentially a really, really good clients and what I do is I invite them to do an audit, one on one interview. So it's another touch point. And on Podcasting Business School I call them podcast audits. And I have a process that I go through. They fill out even more information where I find out even more if they're going to be an amazing client for me or not. And we do an audit. And then a lot of those people end up converting into clients because we've kind of already started the process. I've already started coaching them. I've got a dashboard that I'm filling out for them. And if you have higher ticket offers ... If you've got like a 5K plus offer, this is money. If you've got a membership, it's really easy to take people from either of those steps and go, "Hey, I'd love to give you a free month to my membership or a free seven day trial or whatever." And a lot of those people are very susceptible to joining and staying.

Salome Schillack (29:37):

Love it.

Adam Schaeuble (29:38):

Things like that. You just bring them closer. You get some eyeball to eyeball time. They become super fans. My pod pals go and get other people and bring them with them the next time that they show up. It's like, "You got to come. This is great. We're all getting booked on shows." So it self fills. It's awesome.

Salome Schillack (29:57):

I love that. That is amazing. And you're building community and you're giving to them but it's not draining you because they're giving to each other and you're just really facilitating that. And I love that you have the strategy that you're going to monetize it. I love that you're building your email list with it. I love so much about it. And do you know, I live so much in the Facebook ads land that when I hear someone else talk like the way you were just describing how you're selling to them, I forget that there are ways to sell to people that does not involve ads because I live in this tunnel all day long. And what an amazing way. It's old school. It's give value, diagnose a problem for someone, and then invite them to buy from you. And if you've given value and you've diagnosed their problem for them and you've invited them to buy from you, it's a no brainer. It's like sales 101 from 1956.

Adam Schaeuble (31:01):

Yeah. But you can still add that Facebook ad, Instagram ad piece to it with the followups after they hit each of those zones with the group and the individual. And the other cool thing about either of those, you can put them out as podcast episodes.

Salome Schillack (31:18):

That's right.

Adam Schaeuble (31:19):

It's amazing content. These are most downloaded episodes other than the Salome Schillack episode.

Salome Schillack (31:24):

That is fantastic. That's wonderful. I love this. So what's included in this audit? If I wanted you to do an audit for me, what would you look at?

Adam Schaeuble (31:32):

So with the podcast audit, I have them fill out all sorts of information. It's based off of what they fill out. So I'm like, what are your major pain points? What's going well? What's not? And most of the time people are like, "I want my downloads and I want to monetize more effectively with my show." Like nine times out of 10, that's where we're digging in. And the funny thing is, I coach them on the process I just taught to you, and then about two minutes into it they realize that they are in my process.

Salome Schillack (32:03):

Yeah.

Adam Schaeuble (32:03):

So it's like this meta moment and then I realize when it hits them I'm like, "You just realized it didn't you?" They're like, "I'm in it." And I'm like, "Yeah." So all you have to do is ... Like this is live practice. And that's kind of the other unique sales technique or whatever you want to call it that I do. Is like I'm so raw and authentic. I'm telling people ... I build this dashboard out which is Google doc and we go through a few parts of it but the rest of it is for paying clients but they get access to the whole thing. I'm just not going to fill it out with them. I'll be like, "Listen, what I'm showing you now, this is a technique that I can teach you." And a lot of people are like, "I want to fill out the rest of the thing. There's all these cool categories. And I want to know what the download growth pipeline is or the online ad tracker with the Facebook banner ad." Not the Facebook, the podcast banner ads and all that stuff.

Salome Schillack (32:54):

I love that.

Adam Schaeuble (32:54):

Yeah. It's open and honest. It's real. You can add the Facebook and Instagram tech aspect to it easily with them hitting landing pages and you've got this vortex.

Salome Schillack (33:04):

Yeah. You can run ads for like get your free audit and you can like literally ... It's going to take some more time than delivering a lead magnet but you can do it en masse if you block out a day, a week or a few hours a week and you just audit a whole bunch of people. That's great. And I do want to say, I love that you show them the big picture and then point out that in this free session I'm only going to solve this problem for you. But if you really want the whole problem solved, here's what you're going to need to cover. I do a similar thing in my ... I have a free five day video training that teaches people how to set up their first ad. But I introduce it as I know right now your biggest frustration is that you don't know which levers to pull and which buttons to press. So I'm going to show you in this free thing exactly which levers to pull and which buttons to press. But you do need to understand that it is part of a bigger picture of a strategy, of copywriting of graphic designing, of audience ... There is this whole world but right now I get that you have this problem so let's solve this problem for you. But I make sure they understand it's part of a bigger problem.

Because it preempts the problems that are going to come up for them next and then you can say, "Well yes, they do come up for you next and this is where we solve them and this is how you pay me to solve them for you."

Adam Schaeuble (34:38):

Exactly. I've been through that course and I'm a huge fan of the way you do business and the way that you set things up. Like you set the dominoes up in correct order and I really like that about what you're doing. And just as a quick aside, I forgot to mention this at the very beginning and I meant to, one of my favorite things about your show is the intro. You have this magical ability Salome. I listen to a lot of podcasts and you are the only the person that does this consistently. You have these stories about your dog and then somehow that you tie them into Facebook and Instagram ads. It's like, "Me and Odie were on the beach and all of a sudden a kangaroo hopped out and Odie played with the kangaroo a little bit and then ran off. You know, it's kind of like when we run Facebook ads." And I'm like, how did she tie it into Facebook ads again? Odie went to the vet and ... The whole vet one. You tied Odie going to the vet and Instagram marketing technique and I was like, this woman has a gift. Anyway, I digress.

Salome Schillack (35:30):

Well thank you for that. I'll take that. I think that is my gift. If you ask my students how many weird metaphors I come up with in a day ... I am a very visual thinker and if you lived inside my head, I need comparison and so I do that on purpose. So thank you very much for the compliment. I'm very glad somebody noticed that I-

Adam Schaeuble (35:50):

I love it.

Salome Schillack (35:51):

I actually do take time to go, well what can I compare this to? What is a story that is like this? But I also ... My brain just automatic ... I come up with very weird metaphors all day long. Talk to me about advertising. Growing your podcast audience. So what I have found works really well for me is to be a guest on someone's podcast who has a big audience. That works great. It also works not as well but also okay-ish to invite a guest who has a big audience and then ask them to share it in an email or share it on their social media. That has worked very well. But you were talking to me about some other ways that we can promote our podcasts and grow and get more listeners. So give me all the juicy deets about that please.

Adam Schaeuble (36:41):

Yes. The secret. Are you asking for the secret ways of podcast growth?

Salome Schillack (36:45):

Yes.

Adam Schaeuble (36:46):

So when I teach podcast growth I divide it up into three categories. The first one, you got to be down with OPP. Other people's podcasts. You already mentioned it. The second one is social media. That is social media posting and strategies but also doing things like the ads. So the third category is paid ads on podcast players. This is something that not a lot of people are doing because they don't understand it and it can be a little bit confusing. It's a lot different than what you do with Facebook and Instagram ads. The process isn't as thick of all the different things changing.

Salome Schillack (37:28):

Process thick. Are you calling my work thick?

Adam Schaeuble (37:28):

It's like ... Sometimes I feel like I need an algebra degree. I got to go back and take some algebra classes every time the updates happen. That's why I always lean on you. That's why Salome is my life.

Salome Schillack (37:38):

I literally had a student one day break into tears and then tell me the reason she's crying is because it makes her feel like she felt in science class in school.

Adam Schaeuble (37:49):

Yeah.

Salome Schillack (37:50):

Yeah.

Adam Schaeuble (37:50):

It does.

Salome Schillack (37:50):

I get it.

Adam Schaeuble (37:51):

And Mark Zuckerberg is that mean guy that you know is so smart but will never help you with your homework ever. That's Zuckerberg.

Salome Schillack (38:00):

Yeah.

Adam Schaeuble (38:00):

So the podcast banner ads exist on podcast players that are not Apple Podcasts. So 60% of all the downloads happen on Apple Podcasts and they don't tell you how many subscribers you have, they give you virtually no data and you can't advertise. But there are millions and millions and millions of podcast listeners that use other apps that are off Apple.

Salome Schillack (38:27):

Is this all the people who has non Apple phones?

Adam Schaeuble (38:30):

No.

Salome Schillack (38:30):

Is that who we're talking about?

Adam Schaeuble (38:30):

Not necessarily. Not necessarily.

Salome Schillack (38:30):

Okay.

Adam Schaeuble (38:33):

People just like other podcast players because it's a different experience. They will have more bells and whistles or it's made specifically for podcast listeners. The art is different. People have their little preferences. So like a platform like Overcast. Overcast is like the third of fourth largest podcast player. And what you can do is if you go to overcast.fm and you click on ads you will see that they have all of the categories listed just like where we list our podcast. So I know we're both listed in business or there's health and fitness, religion and spirituality, music, news, all the categories. Then you look and they have advertising numbers where they will say, here's the price for a four week ad. Here is our subscriber projection range. So with a business podcast right now on Overcast you're going to pay like $1,400 or $1,500. And their subscriber range ... It's not a guarantee but every time I've done an ad it's always fallen in the range or surpassed because they always change it based off of the actual results. And it'll say, you're going to get 60 to 80 new subscribers. Not downloads but subscribers. And then it'll say how much you're paying per subscribers based off the math.

Now, there are all those different categories and all those prices. Here's where it gets fun. The prices change every day and it's based off of how many people have bought ads so it's based off of demand. And then when a category-

Salome Schillack (40:10):

Yeah. It's an algorithm that you're going to jump into. Yep.

Adam Schaeuble (40:10):

So when the category fills there's this wait list button and I did a whole episode of my show and I knew that I was ruining my own game because I was going to drive prices up by driving people. That's why I only talk about Overcast because I'm like I'm not talking about the other ones because I've already ruined this one. The prices have tripled since I did that episode because everybody's doing these Overcast ads and I'm like, don't get on the wait list because it'll just drive the price up.

Salome Schillack (40:39):

More and more.

Adam Schaeuble (40:39):

Because it'll be categories full and you see it going up and up and up. So, I know the business category. I bought an ad for $600 in the business category. I've seen it as high as $2,000. That's a huge difference. Huge. And I'm talking about a few days of difference. So I'm gaming the system. I've been tracking all these different players for almost a year now and I've figured out that they update their prices at 5 a.m. in the morning eastern standard in the United States. So I get up every morning. I've got this mega spreadsheet. Oh, I'm up before that. I workout first and then I get to my spreadsheet at five.

Salome Schillack (41:18):

So you get up at three and then by the time you've had breakfast-

Adam Schaeuble (41:20):

3:45, 4:00, mid day, 5:00.

Salome Schillack (41:24):

Yeah. You're checking your spreadsheet.

Adam Schaeuble (41:26):

So I've got this giant spreadsheet and I check the prices and I update the low price for each category for every platform that I advertise on.

Salome Schillack (41:35):

Wow.

Adam Schaeuble (41:36):

So I know what the good prices are and what aren't. So when somebody comes to me with my podcast marketing agency and they're like here's a $15,000 budget, I can get way more subscribers with that then the average bear because they can buy one ad with that or I can probably get two, three, four, five ads with that and that many X subscribers that hitting that subscribe button. So that's the advantage of me being a stat nerd is what I'm trying to say.

Salome Schillack (42:05):

A stat nerd. Nothing against stat nerds. I'm a stat nerd too.

Adam Schaeuble (42:10):

So it's the ease of it. If you don't care about spending a bunch of money then you can do whatever you want because when you run your banner ad, you click on your price, you put it through like on Overcast. They've got your show image that they pull from the podcast player. You don't need to do ... It's not like you have to design and ad image. They've got your description but on Overcast they give you two lines of custom text. So with that you don't want leave anything blank. You want to fill it up. I usually use the formula of tips for and I list as many hot button words as I can.

Salome Schillack (42:45):

I love that. I love that. Yeah.

Adam Schaeuble (42:49):

I just fill it up. And then your ad is done. That's it. That's the ad. And so the hardest part is getting a good price and knowing what's a good price, what isn't and that's where my services come in. Now, Spotify is a different animal.

Salome Schillack (43:04):

Okay.

Adam Schaeuble (43:04):

Spotify is like a hybrid of what I just described and a Facebook ad because there's some targeting.

Salome Schillack (43:11):

Oh, okay.

Adam Schaeuble (43:12):

There's interest targeting. You can check a box for podcast listeners. That's very important if you're advertising a podcast. But different categories like business, health interest. You can even do a regional interest. I've got a client that is a chiropractor in Pittsburgh and he's trying to build up his local brand so we run Spotify ads and these are voice. 29 seconds Salome. Another advantage, my clients don't have to pay for a voice actor because I just knock it out.

Salome Schillack (43:41):

Because they already have one.

Adam Schaeuble (43:43):

They have the buttery butter voice.

Salome Schillack (43:45):

Yes.

Adam Schaeuble (43:45):

So like my client in Pittsburgh, Dr.Aaron, he's got a great show called Making Pittsburgh Healthy. It's a brand builder but he's doing it to bring people into his brick and mortar office so we get to run ads inside of Pittsburgh for Spotify and just we can crush it and just ... "Hey Pittsburgh. What's up? It's Dr. Aaron from Making Pittsburgh Healthy." Or whatever. And, "Come on in and check out my show right here on Spotify live every Wednesday's." Or whatever. And for something like that or let's say you're doing a live event. Let's say our girl Amy Porterfield, #podcrush, is doing a live event or you're doing a live event once those things can happen again. And you're going to be in San Diego, California and you're like, "Hello, San Diego. How's it going?" And blah, blah, blah. I'm going to be there live. Comedians that tour. This is a great strategy. Anybody that's going to be in a spot for a certain date or time you can really take advantage of that. Yep.

Salome Schillack (44:46):

Okay. I have so many questions for you right now. So many. My first question is so paying for subscribers sounds a little bit almost ... My Facebook ads brain kicks in and I go, isn't that a little bit like paying for likes? Because having subscribers is great but what we want is listeners. So if I pay to get subscribers, does it translate well into having actual listeners? Especially if you're not targeting on platforms like the first one you mentioned. What was that one?

Adam Schaeuble (45:28):

Overcast.

Salome Schillack (45:28):

Overcast. There we go.

Adam Schaeuble (45:30):

Yep. Yep.

Salome Schillack (45:31):

Yeah.

Adam Schaeuble (45:32):

Salome this is probably the most important question that you could ask so I'm glad that you asked it. We know that buying likes and follows on Instagram and Facebook, it's a joke. Like all these people, I've got 50,000 followers.

Salome Schillack (45:48):

Yeah. Facebook actually penalizes you now if you have a likes to engagement ratio that's out of wack.

Adam Schaeuble (45:56):

Yeah. Yeah. So the good news is with these ads what I want you to envision is you're on the Overcast podcast player. That's the app that you like. And you love health podcasts. All right. And you're in the health podcast category and you're listening to your favorite health show and all of a sudden a banner ad pops up across and it says, Low Carb Hustle Podcast. Get lean, get strong, get paid. And there it is. You're like, "Ooh, that looks cool." And you click on it. And then maybe you listen to an episode and then you hit subscribe. So these are like ... That's the process. It's a real person. You aren't buying a subscriber. It's are you are fishing in the correct pond where your ideal audience is listening to podcasts. We are advertising to podcast listeners that are listening to podcasts in our category. So it's dialed in.

Salome Schillack (46:51):

And so it's safe to assume that if they have subscribed they have the intention of listening. You're still not going to know if they actually did or not but at least you know they have the intention and so you can measure the results over time and go well I've been ... Here's how many downloads per week I got before I started advertising, here's how many downloads per week I get after I've advertised. If that number has increased, it's safe to say your money was well spent.

Adam Schaeuble (47:24):

Yeah. And it comes down to content. If you're on your game ... If you don't put out episodes consistently, don't pay for advertising. If your content's kind of spotty and like, I had a couple rough interviews in there, don't be paying during that time period.

Salome Schillack (47:39):

Yeah. You want to be deliberate about what you're going to publish in that time when you're paying to get complete strangers to subscribe. So being deliberate about the names of your episodes and the content would be a smart move. I like that.

Adam Schaeuble (47:55):

Yeah. So thinking like in terms of the next time that you launch A-Lister and you're kind of in buildup mode, that's when I'm like, "Salome, let's run some ads in the business category and start getting people that are interested." And then your episodes are kind of the breadcrumb trails happening with the topics that you want to kind of lead toward your offer. And we're seeding that offer and we're bringing new people in. That's when your money is going to be really well spent. And yeah, so that's kind of how the ad game works in the podcasting space. But again, content is still king and queen and everything in between because you can lead a horse to water but you can't make him sit there and listen to all your podcast episodes. I think that's how the saying goes.

Salome Schillack (48:44):

Yeah. I'm pretty sure that horses listen to podcasts. That exactly it. Okay, that's very insightful. That is awesome. So how many different platforms can do this and do we need to do anything special to have our podcasts on those platforms already before we start? Because I'll be honest with you, I have no idea what platforms my podcast is on. I didn't set that up. And like I told you, we're going to do 100 episodes before I evaluate the quality so I know I'm on Libsyn but I don't think Libsyn is a platform where you can listen is it?

Adam Schaeuble (49:20):

No. Libsyn is a host. And good news, it's my favorite host. And that's where my buddy Rob is like the VP of awesomeness over there.

Salome Schillack (49:29):

Yeah. I like Libsyn too.

Adam Schaeuble (49:31):

Yeah. The great thing about Libsyn is that ... This kind of will help bring together one of the questions you asked a second ago. You can look and see where your downloads are coming from from the podcast players. So you can see Apple Podcasts, you can see Amazon Music, you can see Spotify. So what I recommend for my clients before we start ads, take a screenshot.

Salome Schillack (49:54):

Oh, I like that.

Adam Schaeuble (49:54):

That way you see Overcast ... I had a client that had like 50 downloads on Overcast when we started and at the end of the run they had like 1,500. So they had ... I think they had like 103 new subscribers so we kind of out kicked our coverage on their category which was good. But 103 subscribers, they're binge listening. So she had 100 episodes and they're just going ... They're going deep on her show. Again, we're tracking subscribers, not downloads and most of those subscribers could be hundreds if not thousands of downloads as they dig in through your back catalog. So Libsyn you can see where you're listed. And that's something that I do with my agencies. We do an audit and a scan and we go all right, I want to look at all the players that I run ads on. Make sure that you're showing up and well represented. Like the image looks good. The text isn't messed up. I had a client that I took on board last week. Everything looks good on every player except for Apple Podcasts. I was like, that's kind of an issue.

Salome Schillack (50:55):

Yeah. That's important.

Adam Schaeuble (50:57):

It selected something in his setup where it was like he did five episodes under a season and then all the other ones are not in a season. And it was making it look like he hadn't released an episode in months because of those first five and then it would log the new ones. And I'm like, it looks like you're not consistent. And we fixed that and he's already seen his downloads go up like 25% just because of that. So that's a huge fix. So we want to scan and make sure that you are in ... Like for you, okay, this is an important one. Ganna. G-A-A-N-A. You've probably never heard of it before.

Salome Schillack (51:39):

No. I was going to say, it's a country in Africa.

Adam Schaeuble (51:41):

It is an Indian Podcast player platform and India has the hottest podcast listener market. And they are just insane about business podcasts. So we need to make sure shows like yours are on that platform. It's free. All you have to do is check a box in Libsyn and you give them approval to list your show. I talked to someone yesterday who said she grew her show by 20% last month, thousands of downloads because she added Ganna. She's got a business based show for females and they're just eating it up. They can't get enough. And all these downloads are coming in from India through Ganna. So little things like that. Just understanding those little tricks and opening things up. And I know, we've got a session booked where you and I are going to dig in. I can't wait. So many ideas.

Salome Schillack (52:42):

Yes. We are going to dig and I will reveal the results. My audience knows I don't mind lifting my dress and letting them see what's underneath my knickers proverbially in my business of course, so that they can see the good, the bad and the ugly. Because I'm all about showing the audience, nobody's got it perfect. We do some things really, really, really well and some things we're figuring out as we go and I'm happy to share that. So I'm excited to share those results. I want to ask you one last question that might be ... I tell my students there's no dumb questions. But here it goes. How do I know how many subscribers I have? I've never looked at that. Is there a way you can know that?

Adam Schaeuble (53:30):

No.

Salome Schillack (53:31):

Okay. Okay. I thought there was a way you can know that. No. You can't. You can just look at download numbers, right?

Adam Schaeuble (53:37):

Download numbers through your host like Libsyn. They do a great job with your analytics. Now, when we're running banner ads we know how many people subscribe because they are giving us that information. Like that's a big part of it. So we do know subscribers off of those but then downloads go crazy and that funnels through your Libsyn account and you see all the stats in there. And the big things is Apple is just not giving that up. I don't know why they don't. It's always the big dogs that-

Salome Schillack (53:37):

It's funny isn't it?

Adam Schaeuble (53:37):

They got to be a little bit annoying.

Salome Schillack (54:11):

It's a vanity metric. It's they don't want people chasing the vanity metric which is like Facebook likes. Which is why Facebook is always saying they're going to takeaway the likes. And they don't and then we're all looking at Instagram accounts and how many followers they have. Even Facebook recognizes that it matters because they don't let you swipe up until you have 10,000 followers. Anyway, it's all great and we should all be building our audiences and be focusing on adding value to those audiences. But I am really happy that you've come on and shared this advertising message. You and I are going to do the audit and I will play around with the advertising and report back. I'm going to wear my advertiser hat so I'm going to give you a hard time and if the return is not as good as what I can get on Facebook ads I'm going back to my comfort zone.

Adam Schaeuble (55:04):

100%.

Salome Schillack (55:04):

Yeah. But I always say, it's good not to have all our eggs in one basket so I'm all for putting my eggs in other baskets. Adam, this has been fantastic. You've shared so much value. Thank you very much. I'm very excited to unpack the whole how do you build an audience and how do you ... All the podcasting stuff. It really is awesome and I do feel like we're just scratching the surface. Can you share where people can learn more about your agency, Podcasting Business School, Let's Talk About Your Podcast, and become ... What do you call them? Podcast pals? Pod pals?

Adam Schaeuble (55:37):

Pod pals. Yeah. If you want to make pod pals with me just go to podcastingbusiness.school. Best place to start is the pod pals Zoom party. It's right there at the top of the page. Enter my funnel. Enter my land of awesomeness. It's the best way for you to learn how to do what I do as far as how you can apply it to your clients. I tell people all the time, jump in my funnel and just copy what I do. That's the best way to learn it.

Salome Schillack (56:03):

Yeah.

Adam Schaeuble (56:03):

You'll learn it how to do all the different survey things that I do, the different tools that I provide. It's a lot of fun and it's all about adding value. So that's the best place to find me. I hang out on Instagram. I have a lot of fun with Instagram reels and-

Salome Schillack (56:16):

What is your Instagram account? Adam ... I'm going to say it right. Schaeuble.

Adam Schaeuble (56:21):

Schaeuble. It is PodcastingBusinessSchool. I have a health branded one for Low Carb Hustle and we do a lot of fun things with my cohost on that. Salome, thank you so much.

Salome Schillack (56:21):

You're welcome.

Adam Schaeuble (56:31):

I am literally a giant fan of what you're doing, your show. I listen to every episode. I am not just saying that. I listen to every episode because I need it. And you are providing so much great information in a space where I've had so much frustration. Like I've done all the courses. I've done Amy's thing. I've done Rick's thing. And I keep on going out and then I get scared about it. And you've brought me back and you've given me the confidence to invest my hard earned money in ads. And I've been doing my engagement ads and I kind of check in with you every once a while and you're like, "Make this tweak or that tweak." And I'm like, "Wow, I'm paying one cent per whatever." It's really giving me hope and that's something that is priceless. So I appreciate you and enjoy you.

Salome Schillack (57:20):

Oh thank you. I'm going to print that out and stick it on my wall. I don't teach Facebook ads, I give people hope.

Adam Schaeuble (57:26):

You teach them to hope again. Yeah. You can put it right next to the offer plus-

Salome Schillack (57:26):

Audience plus offer-

Adam Schaeuble (57:33):

Audience plus offer equals money. Yes.

Salome Schillack (57:33):

Yeah.

Adam Schaeuble (57:33):

I love it.

Salome Schillack (57:34):

Plus hope. Hope plus audience plus offer equals money.

Adam Schaeuble (57:35):

Yes. Exactly.

Salome Schillack (57:41):

Adam, it's been a pleasure. Thank you so much. I can't wait to have you back and we can unpack what we find in my podcast again. Thank you very much for inviting me into your world and showing me how you build community in all the things that you do. You're an amazing human and I appreciate everything you do and how you're just showing us how to build community. I wish you all the best. Thank you for being here.

Adam Schaeuble (58:07):

Thank you. And to all my Salome homies out there, keep on tuning in to The Shine Show.

Salome Schillack (58:12):

Well, there you go. Now remember, for your chance to win the two and a half hour strategy session with me, you've got to rate and review the podcast and then send me a DM, a photo or a message in Instagram, telling me that you have left your review for me and that's how you go into the draw to win that two and a half hour strategy session where we're going to unpack your launch, we're going to unpack your business, and we are going to make sure you have strategized to be profitable at the end of 2021 or during your next launch. So go ahead and rate and review the podcast and then send me a message inside Instagram. And you'll find the link to my Instagram in the show notes of this episode. And the winner will be announced next week on episode 100. Well my dear friends, you go have a lovely week and I'll catch up with you on number 100 next week. See you then. Bye.

Thank you so much for listening. If you had fun, please come back next week and remember to hit that subscribe button so you never miss a thing.