BLG 218 | Podcasting Success

No matter what you are working on, it is critical that you arm yourself with knowledge and influence the right people to achieve success. Success in podcasting calls for this influence and experience from mentors and people who have known the podcasting world for a while. In today’s episode, Matt Johnson joins Paul Higgins to talk about the different things you need to know about podcasting, attracting audiences, and building influence. Matt is a marketing agency founder, podcaster, and author of the book MicroFamous: Become Famously Influential to the Right People

Listen to the podcast here:

Achieving Podcasting Success With Matt Johnson

Build Live Give. Mentoring With Paul Higgins

Our guest is someone who has had numerous sales roles whilst pursuing his musical career. He realized all the marketing effort behind making a very successful band was more lucrative if he focused it on businesses. He helps thought leaders, coaches, and consultants to launch and produce podcasts. He gives the one step, which will make or break your podcast, the two formats for podcasting and the benefits of each, and a brilliant way to guest on top podcasts in your space. He had also given an audiobook on how to be in the top 1% to 5% of successful thought leadership podcasts. What I’ll do now is hand you over to Matt Johnson.

Welcome, Matt Johnson to the show. It’s brilliant to have you on, Matt.
I’m super excited to be here. Thanks, Paul.
It feels like you’re an Australian because everyone in Australia shortens their name. I find in the US not everyone does, but you’ve gone straight there and shortened your name, Matt. I love it.
I haven’t let an adult call me by my full name since I was five years old.
Not even your mom and dad?
My mom made it simple, Paul for me and Mark for my brother. You couldn’t shorten them. Here in Australia, everyone normally shortens it and adds an O to it. For me, I’m Hego because Paulo doesn’t sound quite as good. I always ask someone in the US because here in Australia it’s the default. We shorten everything. I love to start with something that your family or friends know about you that we might not.
The easiest thing is that I used to have hair down past my shoulders. They might know if they follow me on Facebook because I’m a musician. They probably wouldn’t know that I was a musician that was in four different bands chasing the dream up until a few years ago. I got a job at my old agency. I cut my hair off. I had the whole goth look with the black nails and everything. I took off the black nail polish the day I went in for the interview at my old marketing agency.
What type of musician are you? What do you do?
I play drums and piano. I was in a couple of different groups. The one that was the most successful was an acoustic duo where I played piano and that got signed to management and pitched to record labels. We cranked out one album that I’m proud of and that was the end of it.
Sometimes we get caught up thinking about everything, which keeps us from doing what makes people happy. Click To Tweet
What do you think brought about the end of it?
I’ll tell you exactly what it was. It was the fact that I woke up to the reality of how music is marketed and realized that the skills that I had built to market my music, which included building websites and social media and things like that were way more lucrative and enjoyable when applied in the business world. I could probably go there and make a great lifestyle and do music as a passion project. That’s true. The business that I run now, I run the agency in 4 to 6 hours a week. It’s taken me a while to get there, but now that I am there, I do have the time to turn my attention back to music again, which is fun.
Do you apply the same without the goth look?
Yes. The talent didn’t go its way with the hair and the goth look.
You’ve had a fantastic background in sales. You’ve been in multiple industries. What was your first time out on your own in 2011 when you set up an event management company?
The first time I was out probably as an entrepreneur was in ‘07 setting up a real estate team, which is what led to getting my position at the old agency. It was a roundabout way, but I wasn’t entrepreneurial necessarily. I intended to be a couple of different things, but being a business owner wasn’t one of them. I did start a business and that went well enough that years later when I got into the marketing side of it, I got into it in the same industry. That paved the way for all the good things that ended up happening out of that relationship. I’m not one of those people that has the story of selling candy and flipping it for a profit at thirteen. I’m the exact opposite. I didn’t give that much of a second thought, even though the whole time I was reading business and marketing books, not intending to go into it, but because they fascinated me.
What was the turning point to go into it?
The turning point to go into business for myself was hitting a point at my old agency where I felt like I wasn’t growing. I needed to go out on my own as an independent consultant, a solopreneur. It so happened that one of the clients of our agency was looking for somebody to help him grow his consulting business. The timing of it worked. Everything fell into place. I went from being an employee thinking I would be at that agency for the next couple of decades to all of a sudden being a freelance consultant. It wasn’t necessarily a master plan, but I was driven to do and build something on my own that it went that direction. I don’t think in the end it would have gone any other way. It had to go that way.
Was it easier or harder than you expected?
It’s harder in a lot of sense. Building a business is never a straight line. There is way more failure and discomfort in it than people will tell you if they’re trying to persuade you to buy a coaching program. That’s not to say that coaching programs aren’t good because they are. They’re good, but it’s the people that are the problem. We get hung up on things like, “I don’t want to get known for that. I don’t know if I want to sell that. I don’t know if I want to do this for the rest of my life.” We get hung up on all these other things that keep us from doing what people will happily and gladly pay for.
I had a moment where the guy that I used to work for who’s still one of my best friends came to me and verbally slapped me and said, “Why are you not doing this full-time? You’re running this amazing podcast. You’re getting all this great feedback. Things are growing well. Why are you not offering this as a package to other people?” I said, “You’re right,” because I’m in 3 or 4 other businesses trying to maximize this industry that I’m in. I had this idea in my head if I got into 3 or 4 businesses, I had all these different things to sell people. I got away from that idea of having one thing to sell to one perfect type of person. Everything changed when I went back to that and said, “I’m going to get out of everything else. I’m going to get out of the four businesses I’m in. I’m going to focus on the one where I have 100% ownership. I’m going to sell one thing to one type of person. I’m going to make it my mission to figure out what that one type of person and what that one service is.” That was the turning point for me.

BLG 218 | Podcasting Success

MicroFamous: Become Famously Influential to the Right People

I love that quote from Good to Great but it’s always bastardizing it a little bit. It’s the hedgehog versus the fox. I was one of them. It’s always easier the second time around. That’s what I’m thinking, the fox is never going to get that hedgehog. I agree with where you got to. You said your friend gave you a great nudge there. Who else has supported you in this transition?
That’s been a great part is once you get into this world of coaches, consultants, and thought leaders, those people are fortunate to call my friends, but a lot of them have been my clients. They’re also my strategic referral partners. It’s a cool, small world. The top 1% to 5% of an industry, they all know each other. Once you get up to that realm of thought leadership in a space, a lot of times, you know the top 1% to 5% and a bunch of other industries too because you all go to the same conferences. You all get featured on the same podcast. You know a ton of the same vendors and marketing agencies that serve that crowd. Once you break into that top 1% in one industry, it makes it a lot easier to leapfrog over and meet all the thought leaders in a bunch of other spaces. That’s what happened to me. I started in real estate that led to mortgage to financial services to executive recruiting, not by any specific intent on my part. It was because I knew what type of person I wanted to work with. Once I found them in one space, they tended to be friends with similar people in other spaces.
You worked with the top 1%. What’s the difference between a top 1% thought leader and all of the rest of us?
A good example is one of my clients who runs a string of real estate offices in the Southeast, in the States and they do $8 million in gross commissions a year. It’s ridiculous. He is one of the most long-term thinkers I know. If there’s one thing that the successful have over everyone else, even the moderately successful is the successful people have a 5 and 10-year outlook. The stuff that they’re doing and even the stuff that’s difficult and painful for them to do, they don’t get a reward a few months from now. They might get a reward a few years from now, but they could do it anyway. That’s not easy to do, but it is a muscle that can be built over time. I’m working on it. Most of the people that are on their way up or maybe hit that level of success and can’t figure out how to breakthrough. A lot of times when you dig in, you’ll find this because everything they’re doing is for a payoff. They’re hoping for a payoff now. Maybe they can wait until next month, but if it doesn’t come, they’re out. They’re onto the next thing.
I learned that at the Coke company. They were 150 years old with lots of money, but they always thought, “What’s it going to look like in 10, 20 years?” “Work on the business, not in the business,” that’s a classic saying. We’ll go into the Build section because I’m excited to learn more about what you do. When someone asks you, “Matt, what do you do?” how do you answer?
The easy answer is we launch and produce podcasts for business coaches and consultants. We do everything so they can show up and do what they do best and we do the rest.
Why didn’t I meet you a lot earlier? Having done it all myself the hard way. What do you know about launching and producing podcasts?
Most of the battles for podcast growth are won and lost before a show ever hits iTunes. Most people have the idea that if they get something out there and promote it on social media, they’re active. They talk to people. They post about it on Facebook. They post about it on Twitter. If they do that more, more flurries of activity will end up making their show successful. I find that the opposite is true. It’s the people that do the most homework upfront that have the best. They make good clear strategic decisions. They launch a podcast that aligns well with a business that’s positioned to grow and even become the number one company in that niche.
Those people end up building successful podcasts. They may not always have the most download numbers, but they generate the most revenue and the most profit, which is what I’m way more concerned with. The people at the top 1% of an industry, that’s what they’re concerned with too. If you follow what everyone else does, you’ll get the same results they are. We’ve got a lot of podcasts out there as you know. There are 900,000 plus. The key thing is to spot the gap in the market. If you don’t go for a gap in the market, you’re one of the many that sound like everyone else.
What are some of the questions you should ask yourself to spot that gap?
The biggest one, and this applies if you’re in coaching consulting, is you know who your ideal client is. You know when someone shows up and they believe the same things that you believe. They know where you’re going. They want to follow your leadership. The key question for me is what’s the show that they wish they could find that isn’t out there now, whatever that is for them. That’s the show that you’ve got to create. It starts with your ideal clients. If you don’t know who they are and you don’t know what they want, then I would even worry about launching a podcast because it will end up an exercise in futility. It might be fun. Let’s put it that way. It might even get downloads, but it won’t serve a business purpose. If you start from the inside out, you start with the people that you can have the most impact on. You start talking to them and find out what podcasts they listen to and find out what they’re dissatisfied with those podcasts. That’s where you’ll get the clue of what’s missing.
The difference between really successful people and moderately successful people is having a long-term outlook. Click To Tweet
I did the opposite. I’m a podcast junkie. I listen 2.5 hours per day. I suppose that was my research, listening to so many podcasts and working out what worked well for me and what didn’t. When I started my podcast, I was my ideal client. I’m not saying that I always got it right, but it certainly helped. That’s great advice. Around formats, if you’re going to start, if you’re a thought leader, coach consultant, for our audience, what are the formats? What are some of the key structural questions you should be going through?
The way that I see it is that there are two general kinds of podcasts that you can launch or you can do something where it blends the two. The two kinds are teaching and networking. A networking podcast, we’re pretty familiar with it. If you think about John Lee Dumas’ podcast Entrepreneur on Fire, there are no solo episodes for the most part. John interviews an entrepreneur and onto the next. That’s great for networking. It’s great for building a strategic network of referral partners. It’s great for maybe even flat out inviting the people on that you want to work with as guests and going straight after your ideal client. All are good ideas.
If you want to build a long-term thought leadership business, that’s not enough because it’s an extremely high-level skillset to build the ability to have an interview with somebody and convey your point of view in the process. What ends up happening is it’s mostly about the guest. It’s a tough skillset to build. It’s important to have an element of your podcast that is a teaching component. Paul, you’ve got your solo episodes. I’ve got the same thing on mine. I’m experimenting with splitting my podcasts up into two different feeds, separating the conversations and the teaching episodes, and making them two completely different podcasts.
You can see the same thing with Tim Ferriss with his new show. It’s like the one that spotlights his Tools of Titans book. It’s him reading excerpts from his Tools of Titans book. There are no guest interviews. Even he’s doing that same thing. The other option is you can blend all of that into one show. The only problem with that is that there’s a lot of that. There’s an oversupply of the podcasts out there where they grab bag of whatever the host wants to talk about at that time. There’s not much of a customer journey or a client journey built into that podcast. The clearer we can make it, the more defined our podcasts become, the easier it will be to cut through the noise in that world.
That’s why I split it because I always wanted to shine the light on you, the guest, Matt. People are saying, “Paul, I don’t know your views on things.” I’d be interested to see how you go with splitting the two. You’ve probably got the resources, but I’m scratching my head thinking more work. I’ll follow you and love to know how that goes. What about what podcasts do for thought leaders? Let’s say you’re going to someone professionally like you, you’ve got it all happening. What comes after that? How do you maximize off the back of the podcast?
The first thing is to use it as the bait in the platform to get interviewed. That’s the first thing I tell everybody, whether you have a podcast or not, if you haven’t started one yet, if you have one and it’s not growing as fast as you want, if you’re not getting as many speaking engagements you want, great, go and get featured. It’s step one of everything. There’s such an underground world in podcasting that a lot of people don’t tap into for whatever reason. A lot of people don’t know that it’s there. There are few marketing vehicles where you get to spend any more than a few seconds with somebody. I see people spending hours crafting this amazing blog post and it flies by on somebody’s Facebook feed.
On top of that, we’re in a world where Facebook is not doing us any favors anymore. If your stuff doesn’t get engagement, if you’re not asking for people’s opinions, that stuff gets buried in the algorithm so fast and makes your head spin. We’re in this weird time where Facebook and Instagram are not doing us favors. We’re essentially talking to the same 100 people that are liking our stuff. That’s who’s seeing it with a few exceptions. You may even write a home run post now and then. We’re stuck between that and going and paying for traffic. That’s not easy to make work. You have a lot of clients that are probably in that stage and that is a 12 to 18-month experiment to make paid advertising work on Google pay-per-click, Facebook, or LinkedIn. That is a lot of work.
People are stuck in this middle ground. There are many people that generate business from their skills, networking skills, speaking skills, in-person sales skills, that kind of thing. They try to go beyond that and they’re like, “What is there?” Either I’m posting organically fifteen times a day on Instagram or I’ve got to go and pay for and build a funnel. To me, podcasting is that middle ground. Pull back on the organic posting. It’s not reaching as many people as it used to. Don’t worry about the paid traffic for now, that can come in time. Go out and get featured on podcasts and look at starting your own because there’s a lot faster way to start getting results in your business quicker and start to reach more people than you can with your one-on-one or your speaking skills.
A couple of quick tips on the best way to get in the door to a podcast.
We are both big fans of LinkedIn. The first thing I would do is go to LinkedIn, type in podcast host, and look at your second level connections. These are the people that are mutual friends, friends of friends. What you do is you go in, see if they’re a podcast that fits your business, then look at your mutual connections and see who you know, that they know. That could be someone they interviewed before. It could be maybe even someone that’s a close friend of yours or theirs. You never know, but what I do when I reach out on LinkedIn is I pretty much always reach out to my extended network.
I rarely reach out to somebody truly cold on LinkedIn. It’s almost always through a mutual connection. You may have to get Sales Navigator to get enough because they are restricted InMail credits and stuff so you can’t message people out of the blue too often. The first thing I do is I message them with something casual, informal, and something that leverages the relationship that we have in common. Something like, “John, I noticed you’re running a podcast in a similar circle. I saw that we both interviewed Ellen a few months back. She’s one of my favorite people. Let me know if there’s anyone in my network that you spot that I can make an introduction to. I’m happy to do it, Matt.”

BLG 218 | Podcasting Success

Podcasting Success: The people that do the most homework are the ones that make good and strategic decisions.

That is enough because that’s a genuine message. I’m not asking for anything. I’m certainly not sending a seven paragraph offer on the very first message out as you see some sometimes on LinkedIn. In the right cases, if they’re open to it, that’s going to get me a response. That’s all I need because then I can follow up on that and I can introduce them. That’s the second thing is if you’re going to reach out to somebody and you make an offer that’s genuine like that and you follow through on it, people are blown away because most people don’t follow through. It’s such a simple thing to do.
We talked about getting interviewed is one key benefit of having a podcast. What’s another one?
Another key benefit is that you get to leverage the trust that that podcast hosts have built up with their audience. Paul, you’ve been running your podcast for hundreds of episodes. You have an audience that trusts you. We connected and the next thing you know is I’m getting to spend 30 or 40 minutes speaking to your audience. It’s not that you’re putting an ad in front of them. What you’re doing is you’re introducing me in a way that builds trust and credibility in me because you’re sharing some of the trust and credibility of your own that you’ve built with your audience with me. There’s no other marketing vehicle like that. You can’t replicate that with Facebook Ads. You can’t replicate that by writing a viral post on Facebook or Instagram. It’s nearly impossible to get any trusted introduction at scale. Podcast interviews are the exception to that rule. It is a trusted introduction to hundreds or even thousands of people all at one time.
What’s one more key reason you would do podcast interviews?
To me, podcasting is the new networking. If there’s one way to connect and raise your net worth, you’ve heard all the sayings about your network is your net worth. That’s very true. The five people you spend the most time with is going to end up being the average of your income. I do believe that. Podcasting to me is the best way to meet that next level of people that can become some of your best friends. All of my best friends right now with a couple of exceptions are all people I’ve met through podcasting. The person I consider my business coach, that’s going to be in my life for the next 40 years. I met him through podcasting. I’ve had clients that I lived with for weeks at a time that I met through podcasting. We’ve become that good of friends. The relationships that you build from getting into this world of people that host and guest are on the podcast is life-changing. I can’t put it any more strongly than that.
I know that one of the benefits of having a brain killer asset like a podcast is that it can help with the bridge from conversations on LinkedIn into giving someone value because people love to be interviewed. That gets them into your network, but it also gets out to others. Have you found good ways to use an asset like a podcast on LinkedIn?
The no brainer is to invite people onto your podcast. The other way to do that short, fast edited videos seems to be working well on LinkedIn. Whether LinkedIn Live works well for the majority of people remains to be seen because not everybody is great at the live video for a lot of reasons. If you can put together a video that’s a clip of your podcast and it’s edited together nicely, you’ll get a lot of great positive feedback. It catches the eye. It’s something different. There are not a lot of people doing it on LinkedIn quite yet. It gives you an outlet to build your credibility on LinkedIn so that when you reach out through your messages and people go back and look at your profile, it’s not static.
They can see a video or they can see an audiogram, which is the little waveform of the audio of your podcast. There’s a bunch of different ways you can do it. Essentially, as you’ve mentioned in your show, when you reach out on LinkedIn, the first thing they’re going to do is look at your profile. You want your profile to be tricked out. To me, a podcast is one of the best ways to do that. It gives you instant credibility. All the people you’ve interviewed ended up becoming your connections. They ended up leaving you recommendations and referrals. It’s a virtuous cycle that once you get into it, it’s almost addictive. You’ll realize, “This is incredibly powerful.” You’ll probably do what I did, which is to put the gas pedal down and start doing things even more intentionally.
The last question in this section is, have you come across anyone where a podcast hasn’t added them values? They’re a coach or a thought leader and podcast is not the right thing for them.
The best way to answer that is that there is a difference between people where it works like gangbusters and people where it doesn’t seem to move the needle a lot. It’s always beneficial. It helps them have conversations and it generates referrals. There’s such a baseline level where podcasting works for virtually anyone. There is a difference between those and the people that it works like gangbusters for. Here’s what I see as the difference. This is why I wrote the book, MicroFamous, to begin with, is I was looking at my clients asking that same question. What’s the difference between the gangbusters and everyone else? The difference is the people that use podcasting that ended up dominating a niche are the people where their business model and their business strategy, in general, were positioned correctly.
The podcast took that positioning, their message and drove it into the marketplace over and over again to exactly the right people until it made them Tom Cruise famous in their space. That’s the difference. For the people that don’t use podcasting that way, it can seem sluggish. You might think you need to build a big audience to go after sponsorships. I wouldn’t bother with any of that. If you have the right business and it aligns with your podcast, your podcast delivers the right idea to the market over and over again, your podcast will work for you and generate a 10x ROI, which to me is what counts.
If you follow what everyone else does, you'll get the same results they have. Click To Tweet
You can find out more about Matt at You’ve got a little gift coming up soon so stay tuned for that one. Before we go into the Live section, I’d like to show you how to get 3 to 5 new clients a month on LinkedIn by spending 30 minutes a day. Even if you don’t know where to start and have limited marketing funds, go to and watch a prerecorded free masterclass. You’ll learn the secret formula to 10x your views, seven killer elements to get 50 likes and 20 comments on every post in the first 60 minutes and the scripts to get 80% response rates to LinkedIn messages.
As Matt said, it’s all happening on LinkedIn for business coaches, consultants, and also thought leaders. There are a lot of activities that happen on LinkedIn, moving parts that you don’t have to do, which is fantastic. If you want to find more about getting some help with that, certainly from a VA, Virtual Assistant perspective, go to The next section is the Live section, Matt. What are some daily habits that help you be truly successful?
The first thing is having a daily theme for the most part. My weeks are structured in such a way that every day has a purpose, the agency calls with the team on one day, most of my podcast recordings are on another day. When I wake up, I know what’s going on by what day of the week it is. I’m mentally prepared for it. Everything is split up that way. I’ve tinkered a lot with us to the point where I take afternoons off. Anything afternoon that I do for work is optional. I might come back and work an hour in the evening after a workout, or I might not. I only schedule things between 7:00 AM and noon Monday through Friday.
I do a lot of thinking and strategic planning in the mornings on the weekends. I rarely do anything on the weekend mornings that are scheduled that takes me away from that strategic planning. It’s a way of getting around a lot of the scheduling problems a lot of other business owners have where they find themselves unable to work on the business because they’re busy in it. I’ve managed to pull myself out of that, but it has been a lot of experiments to find that routine, that rhythm. Once you find that rhythm, lean into it. I was fortunate enough to find it. That’s the first thing.
The next section is the Give section. What’s the charity or community that you’re passionate about and why?
The community I’m passionate about is up and coming entrepreneurs and solopreneurs. One of the great things about running the agency, the way that I do is we run an internship program. It’s a hybrid paid. They go through the unpaid training. We bring them right away into an internship where they do things like pitch me or pitch clients on podcasts, or they learn how to do a guest booking for our podcast clients. They started at the ground floor of that. What’s cool about that is the fruit that bears. For example, one of our account managers who work with our podcast clients, I’ve been helping him set up his own audio production company because he’s an engineer based in Nashville.
He got this amazing opportunity to be a producer on a big-time podcast on one of the networks. Not only do we get to help him transition out into owning his own business, but we get to take someone from my internship program, promote her into his place and position her to do the same thing. I’ve helped other people within the agency do that. That’s rewarding. It’s cool to be able to build that into the structure of the business. You don’t feel like you’re running the business to make money and your charitable stuff is the stuff you do with your money. I love being able to integrate the giving into the structure of the business. It also solves the talent problem for me. It hits three birds with one stone.
I give all the proceeds of my book to The Purple House. You can go to the to find out more. The last section is the Action Step section where I’ll ask you some rapid-fire questions and get some rapid-fire responses. The first one is, what are your top three effectiveness tips?
The first one would be to hire somebody now. One of the best things I ever did was hiring a virtual assistant in the Philippines before I was ready for one. It forced me to look at my hours and my pay per hour. You hear about this from business coaches all the time, but many people don’t follow the advice. If you hire someone and you commit to paying them a certain number of hours a week, you will find something for them to do. It will be something you shouldn’t be doing and it will force you right away to start creating systems. That’s been the key to freedom. To me, systems come first, then good people. You have a business that is rock solid.
Number two, start early. I used to do calls at 7:00 AM. I don’t do them quite as much anymore with the COVID stuff going on. The schedules have shifted, but for a long time, I started most of my calls at 7:00 AM, especially with the team whenever I could. I live on the West Coast of the state so everybody else is a couple of hours ahead of me anyway. If you do that, it forces yourself to kick your brain into gear and you learn how to do it right off the bat first thing in the morning, no excuses and that sets you up for a pretty good day. It allows you to do, if you want to, what I do, which is then at that crash, when most people start getting low energy and low mental sharpness around 2:00 to 4:00 in the afternoon, that work is then optional. You’re not on important calls and making critical decisions when your decision fatigue is in high gear.
The last one is regularly scheduled calls. This applies whether you’re dealing with clients and a coach and consulting capacity applies, whether there are people on your team, never let that slip. I’ve been talking to my head of content. She’s been with me for a few years with rare exceptions, mostly family emergencies or the occasional holiday. I have talked to her every single Tuesday morning at 9:00 for the last few years. It’s insane what that does to the stability of your business, but also your mentality and the expectations of your team. When you show up, you’re that reliable, you’re on time, you’re on point and you’re mentally in it every single week at the same time, that raises the standard for everybody on your team, everybody you work with, and every client you ever take on. It increases your confidence in yourself. The number of good effects is more than can be named. That’s my third one.

BLG 218 | Podcasting Success

Podcasting Success: The opposite is true when most people say that the more you promote something, the more successful it becomes.

What’s a piece of technology tech which is essential for you to run your business?
We run everything on Trello. I love Trello. It’s a project management tool if you’re not familiar with it. It’s probably the most visual project management tool I’ve ever worked with. It allows us to manage everything from an overhead view. We track all of our clients on it. I track every single project on it. My to-do list is not a list anymore. It’s a Trello board. I cannot recommend it highly enough.
What’s the best source of new ideas for you other than producing all this brand podcasts?
I was going to say that is probably the best one, right after, there are books. When you get to talk to the people that write the books, that’s pretty cool. I’ve always been a big reader. My best ideas probably come from reading a lot, walking away, and letting those concepts simmer and percolate together. All of a sudden something will occur to me two weeks later that I probably got out of a book and didn’t realize it at the time.
The last question is the big one. It’s always related to the end. What impact do you want to leave on the world?
The reason I started the agency and the reason I continue to run it is that I want to help launch thought leaders. Where I get my sense of fulfillment and where the impact that will make on the world is I want to bring people that have amazing content that can change other people’s lives, who right now are sitting on the sidelines, not reaching the people that they’re meant to reach, not making the change they’re meant to make and all those sorts of things, I want to help bring them and connect them with the audience who should love them if they only knew they existed. That’s where I get my sense of impact.
I wish we could go on forever, but I want to respect your time. What Matt has given us is a free digital book, which is brilliant. He talked about dominating that niche, this is perfect for you on how to do that. It’s You can get your digital book there. Matt, it’s brilliant having you on. I know that there are so many thought leaders out there that are thinking, “How do I strategically launch a podcast that’s going to work?” I know now who to send them to. It’s brilliant talking to you and have a fantastic day.
Thanks, Paul. I appreciate it.
Thanks, Matt.

I thoroughly enjoyed that interview with Matt. He gave some awesome values. I’m going to go and implement his suggestion on how to get on podcasts ASAP. I suggest you do the same. I’d love to know from you though. What was your biggest takeaway from Matt? Please share on your socials mentioning Matt Johnson. He would love it. If you believe someone you know would get benefit from Matt’s thoughts on podcasting, please share it with them. You can learn the three tips to find and convert your ideal clients on LinkedIn in a free prerecorded masterclass at Please take action to build your business and lifestyle and stay well.

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About Matt Johnson

BLG 218 | Podcasting SuccessMatt Johnson is a marketing agency founder, podcaster, and musician.
Matt runs a podcast launch & production agency based in San Diego, an international team that helps business coaches, consultants and thought leaders use done-for-you podcasting to attract an audience, build influence & become MicroFamous.
Matt is the author of MicroFamous and currently hosts the MicroFamous podcast. He is a frequent podcast guest and event speaker to audiences around the US, Canada, and Australia.

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