ASLU 050: Lessons From A Year of Podcasting (And What's Next!)

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This week marks the 50th episode of the And She Looked Up podcast and it’s hard to believe a whole year has gone by!

We originally started the podcast to support a small business Lisa and I were starting where we would host working retreats for women who create for a living. We put our trailer episode out into the world on Feb 28th, 2020 - just two weeks before the world shut down and we were all stuck at home!

All of a sudden, people stopped commuting (which is when a lot of people listen to podcasts!). They stopped traveling and meeting up - also not great for podcasts or for hosting workshops or retreats for female entrepreneurs!

Well there’s no doubt a lot has changed in a year. Hosting workshops and retreats is still on the agenda but it’s on hold until 2022. Lisa had to depart from the podcast but, artist and muralist (and PR professional) Heather Travis has joined as a once a month guest host. And, I have certainly learned a LOT this year. Despite owning my own businesses for many years and working as a full time creative, everything about And She Looked Up has been new to me. It’s been a huge challenge and I still feel like an itty bitty beginner. There have been some highs and some very low lows. But all in all I’ve learned so much and it’s been extremely rewarding.

In this week’s episode, I share some of the things I’ve learned about podcasting (in case you want to start your own), starting from scratch, and the importance of a supportive network. Enjoy!

If you just want the links to the resources mentioned in this episode, scroll down to the bottom.

Listen To the Episode

Here’s a direct link to Episode 50 - or you can listen via the players below:

lessons From A year of Podcasting

Life Throws You Curve Balls

If 2020 taught us all one thing, it’s that life throws you curve balls. Sometimes it’s just a gentle change-up that makes you look twice and be on your guard. And sometimes it’s a nasty slider that spins you right round and makes you drop your bat. Never take your situation for granted and always be prepared for change.

Be Flexible

And on that note, be flexible. If you get hit with change, be willing to bend. You might be surprised where that will take you!

Back Up Plans and Multi Income Streams

Never put all your eggs in one basked (I am on fire with all the cliches today!). Thank goodness my entire financial plan didn’t rest on the success of this one new business. If you own one business, it’s really important to have multiple revenue streams within that business. (we talk about this in Episode 48).

Podcasting costs money and time

Revenue Doesn’t Come Rolling In From Day 1

If podcasting is on your radar for 2021, I think that’s great! It can be a lot of fun but, it’s a big time commitment you need to be prepared for. Do you want your podcast to earn money directly (through sponsorship and ad revenue, which will be based on your download numbers or through a fan support model like Ko-fi or Patreon)? Or indirectly through affiliate income or people buying your services or products? Or is it just meant to be a hobby because you have a topic you love to talk about?

The truth is, your podcast won’t be bringing in revenue - directly or indirectly - right from the get go. That takes time. I’m a year in and have earned a total of $19 from this podcast

The Bare Bones Financial Cost of Running a Podcast

It’s very difficult to run a podcast for free. I’ve got it whittled down to the bare bones. I don’t have outside help with editing or show notes or transcription but I would like to get to that point one day when I can afford it. For now, this is the stripped down costs of running this podcast (some of these are affiliate links):

  • Maono USB Microphone Kit $75
  • Buzzsprout $18 a month on average. Buzzsprout hosts my podcast episodes and does all the heavy lifting to make sure all the different podcast apps have my newest episodes every week.
  • Flodesk $19 a month. This is my email newsletter provider
  • Squarespace $216 a year. This is the host of the And She Looked Up website
  • Editing software of your choice. I use Garageband which comes free with my Mac

The Time cost of running a Podcast

It takes me, on average 10-15 hours to produce one episode of this podcast. That includes:

  • securing and scheduling guests

  • doing my research on the guests or the subject

  • prepping notes

  • doing the interview (actually the shortest part of the process)

  • editing the episode

  • writing the show notes

  • producing graphics for the site and social media

  • launching and promoting each episode

If you have the budget, a lot of these tasks can be hired out to a competent VA (scheduling, show notes, graphics etc) and a professional editor or podcasting service. If you don’t have the budget, that’s going to be your sweat equity!

Support In Your Business is Critical

I would not have made it through a full year of this podcast without having a support network. Losing Lisa, my original co-host, threw me for a loop and I didn’t know if I wanted to continue on by myself. There were multiple times where I wanted to quit. There were tears, there was frustration that nobody was listening or cared, there was fear and sometimes crippling shyness that had me frozen and, there were big dips in listenership that made me want to just walk away. (I’m being real here)

Embrace your champions

My mastermind group (we talk about mastermind groups in Episode 44) saw the good in the podcast even when I didn’t and pushed me to keep the it alive. After Lisa left, hey even stepped in and offered to be guests or co-hosts or whatever I needed as long as I kept it going. Everyone in my personal network who I have asked to be a guest has graciously agreed. And of course, my lovely friend and fellow creative entrepreneur Heather Travis has kept me on track as a regular monthly guest host, making sure I would always have one familiar voice to talk to every month - which went a long way to helping me deal with my shyness.

Support in your business is crucial. We just can’t do it all alone. Find your peoples and hang on to them! They’ll get you through the rough spots!

The Importance of Systems for your Podcast

Over the years, as a small business owner, I’ve learned just how important systems are. As a creative, I just want to muck around and make stuff. As a business owner, I need to stay on track.

Unfortunately, I think a lot of us, when we’re first starting out, don’t really think about systems because we’re so excited to just do the thing! But, my goodness, they’re a lifesaver. Here’s what I’ve learned about systems in a podcast environment:

  • batch, batch, batch. Batch record, batch edit, batch graphics, batch upload where possible. Even batch book your guests. (See Episode 13 for more on batching and time blocking

  • use tools to help you with your systems. I use Asana for task and project management - it’s free and very powerful.

  • I’ve also just started using the free version of Calendly to book guests with less fuss and complications.

  • have systems to onboard guests - this makes it easier to do your research, easier to make them (and you) feel comfortable, avoids a lot of technical issues and gives everyone a pleasant experience

  • have a workflow for booking, recording and researching. I have a form that all guests receive prior to our interview that asks some basic questions as well as requests for their bio, social media handles, headshots and any offer they might want me to share with the audience

  • have a follow up workflow that goes out with the launch of the episode that shares the links, social graphics and sound clips with your guest so they can promote it on their end

  • All of this can be batched or time blocked!

It’s Hard Being a Beginner Again

We’ve talked about this before many times on the podcast - particularly in Episode 26. It’s always hard to be the new kid on the block. And it can be even harder when you’re coming from a place where you’ve had success in the past.

The thing about being successful over a period of years is, you forget just how hard it was when you started. And just how long it actually took you to grow to be as successful as you are in the present. My first businesses didn’t start out successful. There were no followers or clients or customers just sitting there waiting to like my stuff or pay me money for my services or products. I had to earn all of that one person at a time and it took years.

Starting from scratch again is slow business and it’s so easy to get frustrated and impatient. We want to try and bypass the basics of building a good foundation. We forget that listeners (viewers, customers, clients, readers etc) are individuals and they’re all precious. We forget that consistency and showing up every day are critical. I have had to remind myself of these things over and over and over again. It’s been humbling.

When Nobody Knows Who You Are You Can Make Mistakes

The best thing about being a beginner is.. you can screw up and make mistakes and experiment and try new things because… nobody is really paying much attention in those early days. Use those early days to find your voice, your style, or your format. Use it to refine your systems and learn how to create a workflow. There’s a lot of freedom in being a beginner so take advantage of it!

We All Need To Be Kicked Out of Our Comfort Zone

Yes we do. This whole year has been hugely uncomfortable for all of us. But I bet if you think about it, you’ve learned a lot about yourself - what you’re capable of, how strong you are, how flexible and innovative you can be, who is important in your life, what’s important in your life… the truth is I needed a shakeup this year and it’s been really hard but also really good for me.

Preparation is Key

I don’t like being uncomfortable (very few people do) and I’ve learned that the best way for me to minimize that is preparation:

  • Doing my research on guests and topics

  • planning and working ahead where I can

  • having ideas on the back burner that I can bring to the front if need be or if something doesn’t work out.

Confidence Comes Out of Practice and Repetition

Some people are naturally confident. I’m not one of those people and I envy those who are. But what I’ve learned is that practice and repetition build confidence. Interviewing people terrifies me. Doing it over and over again makes it easier and each successful episode boosts my confidence.

Editing 30 episodes has made me a much faster editor. I know what to look for. I can spot trouble spots by looking at a sound wave. I don’t hate the sound of my voice anymore. Repetition is the key.

Interviewing Is a Skill

Is it ever! Some podcasters make this look so easy and I now know that it’s not easy for them… they’ve just honed their interview skills to the point that they know how to draw people out, how to ask questions and listen to the answers all while they’re formulating where they’re going next in their head. They can make the most nervous guest feel at ease. They somehow know how to ask the perfect questions (that’s equal parts doing your research beforehand and being naturally curious).

It’s a skill and I have a long way to go to master it but I sure as heck respect the people who do it well!

Good Sound is Key

I have learned is that people will forgive a lot on a podcast but they will not forgive consistently bad sound. The odd glitch here or there or one bad sounding interview might pass if they’re a regular listener who know you usually do better. So, invest in the best mic you can afford, wear headphones and find a good space that absorbs echoes to record in.

Plug your mic in! Always double check your recording tools before recording. I’ve recorded an entire episode without my mic plugged in. I learned my lesson to double check every session!

And on that note…

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Thank you

for listening!

resources mentioned in this episode

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Podcast EpisodeMelissa Hartfielpodcasting tips, business tips, Y1S2Comment