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Podcast Your Way to a 180-Day Year
9 Plays8 days ago
In this episode, Ken Freire sits down with Richard F. Kaufman, host of the Vertical Momentum podcast, to unpack how he built a thriving podcasting business that lets him work only 180 days a year while generating both income and influence. Richard shares his unique system for helping entrepreneurs launch and monetize their podcasts within 12 weeks — often landing sponsorships before they even publish an episode. From securing aligned sponsors and building authentic relationships to scaling with smart systems, this episode offers a blueprint for turning your podcast into a lifestyle-friendly business that supports your freedom and purpose.
Resources Mentioned
- Vertical Momentum Podcast – https://verticalmomentumpodcast.com
- Book: The Three P's of Podcasting – by Richard F. Kaufman (-no url mentioned-)
Timestamps
- 00:00 - 02:30 – Introduction: Ken sets the stage and introduces Richard Kaufman, a veteran entrepreneur with a 180-day work year.
- 02:30 - 04:45 – How Richard built his podcasting system and the influence-to-income model.
- 04:45 - 07:30 – Getting sponsors before you launch — even if it’s just free swag.
- 07:30 - 10:30 – Aligning sponsors with your values and building brand integrity.
- 10:30 - 12:00 – Playing the long game: 5 years of no profit and mentorship from Gary Vaynerchuk.
- 12:00 - 16:00 – The 12-week framework for launching a profitable podcast: starting with your ideal listener.
- 16:00 - 19:00 – Equipment myths and why simplicity (and iPhones) can win.
- 19:00 - 22:00 – Legal setup, branding, and frameworks (solo vs. interview vs. hybrid).
- 22:00 - 25:00 – Relationship-based growth and using systems like Calendly to ensure guest engagement.
- 25:00 - 28:00 – The 3 P’s of Podcasting: Power, Purpose, and Profit.
- 28:00 - 30:00 – How to double dip by letting your business sponsor your podcast.
- 30:00 - 33:30 – Overcoming fear and hitting record — mindset advice for new creators.
- 33:30 - 34:20 – How to connect with Richard and take advantage of his free coaching offer for eBook buyers.
Recommended
Transcript
Episode Introduction & Conceptual Shift
00:00:01
Ken Freire
Welcome to another episode of the Solo Scaled Podcast. I'm your co-host, Ken Freire. And today going to be talking about what would be possible if you could take your podcast and it could buy you back some time instead of stealing it.
Guest's Unique Work Schedule
00:00:17
Ken Freire
Today's guest only works about 180 days a year thanks to his podcasting system that turns influence into income. So if you're tired of the hustle and want to create a business that supports your lifestyle, this episode is your roadmap.
Guest Introduction: Richard Kaufman
00:00:32
Ken Freire
So Richard Kaufman, welcome to the podcast, man. How are you doing today?
00:00:36
Richard F Kaufman
I'm doing awesome. And I got to apologize for the effort first of all, I'm not in my usual studio. I'm building myself a brand new studio. So I just want to apologize. I'm i'm downstairs in my in the basement right now until the new studio built.
00:00:51
Richard F Kaufman
but I just want to apologize.
00:00:52
Ken Freire
Well, no worries, man. We, you know, for those of you who are just getting to know you, you are coming into a place where you're building your new studio, but you got a lot of transition coming. Your, your son is going off to college. So right after this recording, you're heading off.
00:01:05
Ken Freire
It's a busy summer for you.
00:01:07
Richard F Kaufman
Yeah.
00:01:07
Richard F Kaufman
Yeah.
00:01:07
Ken Freire
So I will forgive you.
00:01:08
Ken Freire
I think, uh, the listeners will forgive you
Launching Profitable Podcasts with Richard Kaufman
00:01:11
Ken Freire
as well. Uh, well, Richard, you know, you, you're the host of the Vertical Momentum podcast, which has nearly 3 million downloads at this point.
00:01:20
Ken Freire
You're a military veteran. You love connecting, which is awesome.
00:01:24
Richard F Kaufman
yeah
00:01:24
Ken Freire
You and I are both connected on that. and But you ultimately help entrepreneurs launch Profitable Podcasts in about just 12 weeks, often securing sponsorships, lead generating before even a single episode comes live.
00:01:37
Ken Freire
So what we want to talk about today is your system. But let's start with the headline, right? A lot of people, they're like, this is some click bait, right? That you only work 180 days a year.
00:01:48
Ken Freire
How exactly do you make that possible?
00:01:51
Richard F Kaufman
Well, last year, I think we went on three cruises. We went on ah couple of different vacations.
Focused Work Inspired by Mentorship
00:01:58
Richard F Kaufman
But when I say that I'm working 180 year, 12 to 18 hours a day.
00:02:02
Richard F Kaufman
that means i'm working twelve to eighteen hours a day the 180 days that I am working. So I'm not, I'm not doom scrolling.
00:02:10
Ken Freire
So you're a hustling.
00:02:13
Richard F Kaufman
I'm not watching cat videos. I'm actually putting in focused work for that 180 days. And if you really think about it, that's not a lot because if you figure every weekend is two days a week, times 52, that's 104 days right there that I'm not working.
00:02:31
Ken Freire
Yeah, that's awesome. so So you have managed to build the system where you're like, I'm going to work hard and I'm going to play hard.
00:02:38
Richard F Kaufman
Yeah.
00:02:39
Ken Freire
That's kind of the the system that you built.
00:02:39
Richard F Kaufman
Well, and I learned from John Lee Dumas. He's my mentor, which I actually, he actually mentored me. He actually wrote the whole back cover of my book, but he only records one day a week.
00:02:53
Ken Freire
Yeah.
00:02:53
Richard F Kaufman
And the rest of the time is just, it's just putting out content.
Securing Podcast Sponsorships
00:02:56
Richard F Kaufman
So if you can do something one day a week, and then you have, your systems where you're putting it out every other, every other day, you really don't have to work that hard as long as you put in that, that concentrated effort.
00:03:11
Ken Freire
Yeah. And I am a huge fan of batching my content. So like, I'll record one day a week for like a month if I'm doing a whole bunch of solo episodes. It becomes a little bit harder when you know you're trying to invite guests and get all the guests lined up for that one day.
00:03:26
Ken Freire
But for the most part, when I'm recording, especially with my co-host Dan Sanchez, we just batch it and it's way easier that way.
00:03:33
Richard F Kaufman
Yeah.
00:03:33
Ken Freire
So I totally get that. So for you, you are kind of like, you've built these systems, you're working hard, you're playing hard. One of the things in your system that you talk about a lot is that you try to help people make money before launching.
00:03:46
Ken Freire
How's that possible?
00:03:47
Richard F Kaufman
Well, think about this. And I was just thinking about this before we came on. As I was getting ready, I'm getting my jacuzzi ready. do i want to get in it little bit later. ah But before a movie comes out, they already have sponsors lined up.
00:04:00
Richard F Kaufman
like we have Coca-Cola lined up.
00:04:00
Ken Freire
yeah
00:04:02
Richard F Kaufman
They already have all these things. So why not do that as a podcast? Why not have all your sponsors lined up before you even launch? Because think about it. Everybody knows at least one business owner and they're in their close circle of friends.
00:04:19
Richard F Kaufman
Ask that business owner, hey, I'm starting a new podcast. How about we work together? You sponsor the show and you'll get, and you'll get more, you'll get more customers.
00:04:30
Richard F Kaufman
And everybody knows at least one business owner. I know at least a hundred. So
Aligning Sponsorships with Values
00:04:36
Richard F Kaufman
why not get those people to sponsor your show before you even launch? And it doesn't have to be a paid sponsorship.
00:04:44
Richard F Kaufman
I've had people sponsor the show that gave me swag, uh, t-shirts, hats, coffee, soda, uh, um non-alcoholic drinks, because I don't drink, ah you know, energy drinks.
00:05:00
Richard F Kaufman
So it doesn't have to be a monetary sponsorship. But if you can get in front of their audience for free, and all you're doing is saying, hey, and but you actually have to drink the energy drink, don't say you're going to say you're going to drink something. And if you don't even drink it.
00:05:16
Richard F Kaufman
But if you say on your show, hey, I'm drinking physics zero energy drink,
00:05:16
Ken Freire
Yeah.
00:05:20
Richard F Kaufman
Like now I'm sponsored by Celsius. If I say I'm drinking Celsius, I'm getting in front of their audience pretty much for free.
00:05:28
Ken Freire
Yeah.
00:05:28
Richard F Kaufman
So it doesn't have to be.
00:05:28
Ken Freire
And how are you doing that? How are you doing that? Is it because once you say, hey I'm sponsoring them, they're going to put you on their platform or is it just because word of mouth, how is that working for you?
00:05:37
Richard F Kaufman
Well, say that if um'm I'm using Celsius, um'm actually I'm actually drinking a coffee right now. one One of my coffee brands. have my own coffee. um But what I'll do is when I say during the show, hey, my you'll ah you'll actually see my can of Celsius sitting in the corner and I'm drinking it the whole time.
00:05:58
Richard F Kaufman
And I'll say, you know, thank you, Celsius, for giving me the energy to complete the the shows for today. And then in when the episode goes out, I tag them everywhere.
00:06:09
Richard F Kaufman
And then also they're.
00:06:10
Ken Freire
Yeah.
00:06:12
Richard F Kaufman
to buy are actually in the liner notes. So if people want to buy Celsius, now they can go to Celsius.com and actually order from Celsius using my code.
00:06:23
Ken Freire
Yeah. That's awesome. So, see and and you're doing it with a very relational aspect to it. Like you said, hey you're being really honest. You're being really transparent. You're going to people and saying, Hey, at the beginning of,
00:06:36
Ken Freire
ah this podcast, I'm launching it, would you be a sponsor? it doesn't have to be a monetary sponsor.
00:06:41
Richard F Kaufman
Yeah.
00:06:41
Ken Freire
It does just, would you want to be a sponsor to get exposure ah to them? I'm assuming you're trying to get sponsors who align closely to the brand of the podcast, or you're just trying to get any type of sponsors.
00:06:54
Richard F Kaufman
No. um Well, um people know know me, know me. I'm 100% honest and real. um I'm in recovery 36 years. I don't drink. i don't I don't do anything. And I've had people that had CBD companies, had liquor companies, oh upwards of six figures wanting to sponsor the show.
00:07:16
Richard F Kaufman
And I told them no. How can I say, come and sponsor the show when I don't drink, but I'm gonna be say, yeah, drink this beer and I don't drink.
00:07:28
Richard F Kaufman
that' that goes That goes
Building Podcast Credibility
00:07:29
Richard F Kaufman
against my values. and and But I think if you're gonna be a business owner, you have to align with companies that align with with your value with your values, you know what I mean?
00:07:40
Richard F Kaufman
And and and i'm um big I'm big on in the veteran space.
00:07:41
Ken Freire
Yeah, 100%. Go for it. go for it
00:07:46
Richard F Kaufman
So I do a lot of stuff with veterans. So I just think that whatever, if I say that I use a product I actually use the product because I can't like when I was with GNC for, I was with GNC for 30 years.
00:08:01
Richard F Kaufman
If they would ask me, you know, how does this, have you ever tried this product? I would not feel good selling it if I didn't try it. If I didn't taste it, because I can't tell you it tastes great when it might taste like crap.
00:08:18
Richard F Kaufman
And then you come back to me and be like, you told me it tastes great. I can't tell you that. So if you come in to buy something, I used to tell people, I have friends that used it. I don't, I've never used it. So I can't tell you honestly, if it, if it's good or if it's not good.
00:08:34
Richard F Kaufman
So I believe if you're going to have a ah podcast that's going to last because the average podcast lasts 12 to 13 episodes. If you're going have one that lasts, I think you need to get sponsors that align with your values and with who you are.
00:08:49
Ken Freire
Yeah. And and i'm I'm sure that most of those podcasts don't end up going further because they're like, what's the ah ROI here? They're not getting a return on investment. So they feel like, oh, I'm just doing this for fun. And for some people, it might be a passion project.
00:09:03
Ken Freire
But for others, they're trying to actually make something of it. And the way you're doing it is by trying to say, hey, early on, let's get some quick wins. Let's get some sponsors there because then that motivates you to kind of keep going.
00:09:15
Ken Freire
Right. Is that kind of the the play there?
00:09:16
Richard F Kaufman
well Well, when I had lunch with Gary Vaynerchuk, we actually put a five year plan together where I wasn't on purpose going to make a profit for five years.
00:09:27
Richard F Kaufman
When we did that, we did that for five years. We didn't, I didn't make a profit at all. And that was on purpose. Um, because I couldn't go to a sponsor if I didn't have the numbers to back me up.
00:09:41
Richard F Kaufman
So I wanted to say, Hey, you know, sponsor sponsor my podcast now i have three million downloads and now i'm ranked up there with ed my let with gary vaynerchuk and i can show you the charts because i i think a lot of people they they they don't get sponsors yet because they're trying too quickly to get the paid the big paid sponsors and they don't come unless you have analytics behind
00:10:08
Ken Freire
Got it.
00:10:08
Richard F Kaufman
So the first five years, was just building, building and building to where now if you Google vergo vertical momentum podcast, we're on the first eight pages of Google.
00:10:09
Ken Freire
So you're, you're.
00:10:20
Ken Freire
That's awesome.
00:10:21
Richard F Kaufman
You know, so now somebody says, well, why should I sponsor your show? I could just say, Google me.
00:10:29
Ken Freire
Yeah.
00:10:29
Richard F Kaufman
You know what I mean?
00:10:31
Ken Freire
Yeah. You, you, you have that, that, that leverage for them, uh, which is huge.
00:10:36
Richard F Kaufman
But five years, like i said, for five years, i gave ah I gave away free sponsorships because I didn't have any overhead. I had an iPhone. that was my I recorded a thousand episodes on an iPhone.
00:10:45
Ken Freire
yeah
00:10:50
Richard F Kaufman
That was my
Identifying the Perfect Audience
00:10:51
Richard F Kaufman
only overhead. I did it through Anchor so or or now it's Spotify.
00:10:55
Ken Freire
Spotify, yeah.
00:10:55
Richard F Kaufman
That was free. So I had no overhead. So I can have free sponsorships and get in front of all these audiences for free. Cause I knew that it would pay off in long run. And I think, you know, that's why, you know, we're, I think we just, I think I just checked the rankings today and we were us and Alex Hermozzi.
00:11:15
Richard F Kaufman
I was one rank above Alex Hermozzi on, on the podcast rank today. So I was happy about that.
00:11:22
Ken Freire
I'm sure, especially after, at the time of this recording, he just released his his book and he just did this whole weekend live event ah for it.
00:11:31
Richard F Kaufman
Yeah.
00:11:31
Ken Freire
So the fact that you beat him right after that event.
00:11:32
Richard F Kaufman
I bought book, guys. I want to let you know i I drank the Kool-Aid and I bought the book, but I also bought all the other books that he has. Yeah.
00:11:40
Ken Freire
Yeah, I have all his books too. So he he's he's got some great material when it comes to marketing and business.
00:11:47
Richard F Kaufman
yeah
00:11:47
Ken Freire
So I love that. So for you, Richard, as you are scaling this thing, talk to the person who's listening to this and they're like, I'm getting ready to launch my podcast. You kind of have a framework that you work with people 12 weeks for them to launch and start monetizing their podcast.
00:12:04
Ken Freire
What's kind of high overview, right? We can't do it all in in this quick episode, but a high overview. What's kind of the steps that you take them through?
00:12:11
Richard F Kaufman
Well, the first two, three weeks is is finding your perfect avatar.
00:12:17
Ken Freire
Yeah.
00:12:17
Richard F Kaufman
and and like when i And with John Lee Dumas, I got to tell you guys, I paid John Lee Dumas to mentor me. So I've spent over $150,000 in courses since I started my podcast.
00:12:32
Richard F Kaufman
But the first two weeks me and him worked together, it was finding your perfect listeners. Um, cause he, oh, he, it's one of his favorite sayings is sometimes you have to go and inch wide. I mean, go to inch a mile, wide mile wide, but go, you know, but go, go a mile deep. Cause sometimes we try to figure out, well, I'm going I'm going to do it.
00:12:54
Richard F Kaufman
I'm going to be the thing for everybody. And, and I, and I think it was Mr. Jim Rohn said that if you're marketing to everybody, you're marketing to nobody. So I think the main thing is, and even Hormozy and Layla, Alex and Layla, you know, they both said that the riches are in the niches.
00:13:03
Ken Freire
Yeah.
00:13:12
Richard F Kaufman
So you have to find out who your perfect, perfect listener is
00:13:12
Ken Freire
Yeah.
00:13:16
Richard F Kaufman
And that's the first thing we work on is, know, it doesn't matter if you have the perfect microphone, if you have the but perfect camera, if you're not marketing to the right person, it doesn't matter.
00:13:27
Ken Freire
Yeah.
00:13:28
Richard F Kaufman
Nobody's going to listen.
00:13:29
Ken Freire
yeah
00:13:30
Richard F Kaufman
So that's the
00:13:30
Ken Freire
and and
Choosing the Right Podcast Format
00:13:31
Richard F Kaufman
that's the main thing I work, that's the first two weeks is just working on hammering down who your perfect avatar is and who your listener, who your perfect listener is.
00:13:41
Ken Freire
Yeah. You know, one thing that i remember an old mentor of mine said when I was thinking about podcasting, I was like, oh, i if I go too niche, will I get any listeners?
00:13:53
Ken Freire
And he's like, well, Ken, in the United States alone, there's 300 million people. How many people do you think are struggling with that topic that you're talking about? I'm like, well, at least 50. You know, I just kind of threw a number out there. I was like, probably 50 million or even a million. So he's like, even if there's a million people who struggle with that problem,
00:14:11
Ken Freire
do you think you can get 1% of those people to listen? And I'm like, I think maybe, yeah, that's like a thousand people. And they are like, or like 10,000 people. And all of a sudden it just got me thinking, like, oh my gosh, this is way easier to think about if you just keep narrowing the niche out and niche down.
00:14:27
Ken Freire
And you don't need a hundred thousand listeners, right? For some people it's like, I just need the right hundred people to be listening to become clients and have a profitable business. So I love that you're doing that.
00:14:38
Ken Freire
You're narrowing down on, their niche, so or the perfect avatar, after the two to three weeks of narrowing down, what do you do next?
00:14:46
Richard F Kaufman
But then then we talk about, you know, cause a lot of people, they worry about, I gotta have the right microphone. I gotta have the right camera.
00:14:56
Ken Freire
Yeah.
00:14:56
Richard F Kaufman
And I, and I break it down to the simplest form. I'm like, do you have an iPhone? And, and you know, you know, do you have the new iPhone? Most of us have either the new iPhone or the new Samsung, the camera on these things.
00:15:12
Richard F Kaufman
are so good compared to what they used to be that if you can't afford ah laptop right now, if you can't afford a microphone right now, that's okay. We can work it out.
00:15:24
Richard F Kaufman
um i I have a portable microphone Hydra X, that's that's what I use. that That's something that i use. It works out well for me. I think my whole setup, including my laptop, maybe maybe a thousand dollars.
00:15:39
Richard F Kaufman
But even if you just have an iPhone and a hundred dollar microphone, you're set, you're ready. The main thing is hitting the record button.
00:15:50
Richard F Kaufman
That's the main, that's the thing. Cause if you don't get started, you're never, you're never going to be successful because you know, our first a hundred episodes, they all suck.
00:16:04
Richard F Kaufman
You know, you're going to go back and listen to your a hundred first hundred episodes.
00:16:07
Ken Freire
Yeah.
00:16:07
Richard F Kaufman
And you're like, I said, um, 19 times. You know, you go back and listen and be like, I should have changed this. I should have changed that. But each time you get better, if you get better 1% per episode at 100, you know, you're you're totally different. So that's the main thing is getting people to just start and getting the basics and not having to worry about getting, you know, all these different expensive things. I know a lot of people, they built studios and never hit the record button.
00:16:40
Ken Freire
Yeah.
00:16:41
Richard F Kaufman
Yeah. beautiful
00:16:42
Ken Freire
and there And it's shocking how much that happens where it's like, cause I've been in the podcast game. You've been in the podcast game for a while where people spend thousands of dollars. I mean, just like 10, tens of thousands of dollars on just gear.
00:16:56
Ken Freire
And can think of five people right now that who were like, oh, last year they were going to start a podcast. They bought the gear and they still haven't pulled the trigger. um So it happens. I love that you're just talking about just click record. The first hundred episodes are not going to be great.
00:17:11
Ken Freire
um And it's true for some people it's not. And and there were going to be others that like, because they're public communicators in some way or fashion, it's going to work. But after that, once you kind of work through those mindsets of helping them record, what else do you do in your framework?
00:17:24
Richard F Kaufman
Well, then ah then we talk about, well, what kind of show are you going to have? Is it going to be, you know, are you going to be a solo show? Are you going to interview people? Are you going to do a hybrid?
00:17:36
Richard F Kaufman
Cause I find that doing a hybrid show works really well because sometimes I find I might have a guest and we might do really well. And then there might be an episode where I did one for new year's Eve, like five years ago.
00:17:53
Richard F Kaufman
It's hit hundreds of thousands of downloads. It's, it's my number one, um, podcast for on Pinterest. It has over 300,000 views on Pinterest, which I never understood that.
00:18:08
Richard F Kaufman
So I think you have to figure out, am I going to be a solo or am I going to do interviews or if am I going to do hybrid? Because then you got then you might have a couple of systems you have to work in.
00:18:20
Richard F Kaufman
is you know Being a solo is one thing. Having guests and getting guests, is that's a total totally different thing. So I think you have to figure out what you're what your framework is going is going to be.
00:18:32
Richard F Kaufman
You know, and and I think that's so important, you know, just like um in in the book, Hookpoint. In order to have a hook a good hook point, you got to know what your framework framework is going to be.
Legal and Branding Steps for Podcasts
00:18:43
Richard F Kaufman
So I think you need to figure out before you hit record, am I just doing solo or am I going to do a hybrid?
00:18:50
Ken Freire
Okay. So when they start when they start to figure those things out, then what happens? Is that the end of your frameworks or is there a couple more steps to it?
00:18:58
Richard F Kaufman
No, then we actually, before we get them started, make sure that ah have we have their logo set up. Make sure we have their name set up.
00:19:09
Richard F Kaufman
make sure Make sure that I have them do a yeah do a check check. Just make sure that their podcast doesn't show up anywhere else. and Because you know a lot of people I know, they started a podcast and, oh wait a minute.
00:19:26
Richard F Kaufman
There's already a podcast out there and then you got to worry about getting so cease and desist letters.
00:19:29
Ken Freire
Yeah.
00:19:31
Richard F Kaufman
So before we even start, I make sure that they legally that they're okay. And then I also haven't started an LLC before we even start to, uh, to record, to make sure that, you know, they don't have to, they're not going to get jammed up and have a hundred episodes and all of a sudden get a cease and desist letter.
00:19:53
Richard F Kaufman
And now you're out of business.
00:19:55
Ken Freire
Yeah, so so you're kind of helping them with the legal aspects of it and they just business aspects. I know a lot of people who want to start a podcast and it's just kind of like it's a passion for them and they're like, oh, i might make it into the side hustle.
00:20:07
Ken Freire
But I know a lot of people who that stuff gets stuck on. We're like, oh, should I start an LLC? Should it be an S-Corp or C-Corp? I'm like, dude, just build it and it's okay.
00:20:17
Ken Freire
like You'll be fine.
00:20:18
Richard F Kaufman
yeah
00:20:19
Ken Freire
ah But I like that. So you go through the legal issues, anything else that you do with them.
00:20:23
Richard F Kaufman
yeah and you know then also you know if you're going to find guests well now i teach them how to build relationships with people you know like we met each other on on um one of our groups and one of our groups.
00:20:38
Ken Freire
I think group. Yeah.
00:20:41
Richard F Kaufman
So I teach teach them you know what what groups to join, how to join groups, how not not to be salesy, how not to be pushy, but how to build relationships.
00:20:52
Richard F Kaufman
Because if it wasn't for relationships, I wouldn't be able to talk to Gary Vaynerchuk, Robert Kiyosaki, David Meltzer.
00:21:03
Richard F Kaufman
If it wasn't for somebody that I talked to before, I wouldn't be able to talk to these people now. and And for me, it's all about building those relationships.
00:21:14
Richard F Kaufman
And a lot of people, you know when they have somebody on their show, that's it. The relationship stops. Where me, every guest I've ever had on my show, I'm friends with.
Nurturing Guest Relationships
00:21:30
Ken Freire
Yeah.
00:21:30
Richard F Kaufman
I can reach out to anybody. I can reach out to David Meltzer and say, bro, I have a question, you know, about, you know, I have a question I want to ask about how to build a billion dollar company.
00:21:42
Richard F Kaufman
Can you come on? Or I could reach out to Steve D. Sims before he passed. And I'd be like, Steve, I have a question about blue fishing. but let Let me hop on. Let's hop on a call.
00:21:53
Richard F Kaufman
And I think it's the building a relationship part is if you're going to have a podcast, 80% of people that come on your show are not going to share their episodes.
00:22:05
Richard F Kaufman
It's not going happen, but I have a framework where, you know, I use Calendly.
00:22:06
Ken Freire
Yeah.
00:22:10
Richard F Kaufman
I love Calendly. um When you sign up for my show, i ask you to promise me that you're going to share your episode on all your platforms, including your email list.
00:22:26
Richard F Kaufman
So when my episode goes live, Hey bro, episodes going live. thank you for promising me to share this episode on all your pod, all your platforms, including your email is guess who shares it out?
00:22:40
Ken Freire
Yeah.
00:22:41
Richard F Kaufman
Cause nobody wants to be called a liar, right?
00:22:44
Ken Freire
Yeah.
00:22:44
Richard F Kaufman
It's just, yeah.
00:22:45
Ken Freire
Cause they gave you their word. Yeah.
00:22:47
Richard F Kaufman
So, yeah and I teach people about, you know, about doing stuff like that. And then I also teach them, well, okay, you have a podcast out there. Now what?
00:22:58
Richard F Kaufman
Just because you have a, ah an episode on, ah you know, whether you're using Spotify, whatever you're using, just because you have your podcast up there, that doesn't mean it's going to do anything.
00:22:58
Ken Freire
yeah
00:23:11
Richard F Kaufman
So I also teach them how to manually put your RSS feed onto like 35 other platforms.
00:23:20
Richard F Kaufman
This way, you know, if you're relying on Spotify to do it, they're not going to you're if you're relying on iTunes to get you on other on other platforms, you can't rely on them. I mean, it they might, but you can't really you got to make sure that you put physically put your RSS feed out on every platform that's available.
00:23:44
Ken Freire
Yeah. You know, I have found that, um, that we're recording with Zencaster and I use Zencaster because they actually host the the episodes, right?
00:23:54
Richard F Kaufman
Yep.
00:23:55
Ken Freire
Unlike a lot of the other ones, so um, they do a pretty good job of like, um, distributing, uh, distributing the content to other platforms.
00:24:05
Ken Freire
Like all the main ones out there, they're throwing it out to YouTube.
00:24:08
Richard F Kaufman
Mm-hmm. Mm-hmm.
00:24:10
Ken Freire
um and it's video to Spotify, CastBox, like all of those major podcast platforms. they're on. So it helps the process. But I like what you're saying is that you're like, hey, there's other ones out there that they're not integrated with some of these things like Zencaster, you still need to go do it manually and like go chase after them.
00:24:30
Ken Freire
Make sure you're everywhere in that aspect. So um Richard, as you are processing through helping clients, and helping your people through the through these systems, what do you feel like tends to be the thing that they get stuck in the most?
The Three P's of Sustaining a Podcast
00:24:45
Ken Freire
when it comes to walking through your process besides the avatar side side of things.
00:24:50
Richard F Kaufman
Um, like I said, I think yeah the the three, the reason my book is called the three P's of podcasting. Um, the reason why a lot of people quit podcasting is number one is their podcast isn't powerful.
00:25:07
Richard F Kaufman
If your podcast isn't powerful, nobody's going to listen. If your podcast doesn't have a purpose, if you're just recording to record to have fun, eventually the fun's going to wear off.
00:25:18
Richard F Kaufman
So if you don't have a purpose, you're not going to last. And then the last one is profit. If you're going to run a good podcast, a great podcast, it's going to cost money. and And if you're like me, if you're married and and have kids and all the money's going out every month and there's no money coming in, the wife is going to look at you and it's gonna be like, all right, you got to stop wasting money.
00:25:45
Richard F Kaufman
So if your podcast isn't profitable after a while, you're probably going to give up
Using Podcasts in Business Strategies
00:25:51
Richard F Kaufman
on it. So it's one of those three things that's going to reason why you're going to quit and not last 12 episodes.
00:25:58
Ken Freire
Yeah. And for us, you know, that's where the way we've positioned ourselves is we love people recording podcasts and we use it as a lead generator for either their, you know, coaching company or the community or whatever they're building.
00:26:06
Richard F Kaufman
Yeah.
00:26:11
Ken Freire
ah Because many times there what you're trying to do is help build trust, right, with people.
00:26:15
Richard F Kaufman
And
00:26:16
Ken Freire
And this is a great aspect. Like, Richard, you and I have talked several times. I was like, oh, I trust Richard. I think i've I'm thinking about him. I'm like, oh, he's working with vets, right? So I'm like, whenever i meet a veteran, I'm like,
00:26:27
Ken Freire
naturally now and it's probably because we're both connectors but i'm now thinking oh richard works with veterans go work with richard he knows not only your what you're trying to do but he also knows your background a little bit more than if he were to be working with someone else right like you could relate to them you could talk shop with him a little bit better than someone else can um so that that's the beauty of what we think about when it comes to podcasting is like create a podcast, get your authority out there, get your brand out there, but also use it in different ways. You're using it with sponsorships at the front end.
00:27:01
Ken Freire
We're using with lead generation and it's not an either or you could do both.
00:27:04
Richard F Kaufman
yeah
00:27:05
Ken Freire
Right.
00:27:05
Richard F Kaufman
Yeah, I do both.
00:27:05
Ken Freire
And it's, it could be amazing. Yeah.
00:27:08
Richard F Kaufman
because ah And like my my mentor, Mr. Joe Nicasio, you know, that's what he taught me. He said, you know, your podcast, all it is is a distribution platform. distribution platform Like for me, I have my books.
00:27:22
Richard F Kaufman
I got my T-shirt. I got my my swag. I got my coaching. um I do public speaking and I get paid for. I get paid five figures just to go speak about podcasting. But if it wasn't for my podcast, I wouldn't be able to do these things.
00:27:36
Richard F Kaufman
And I think that a lot of people that they're business owners and they want to start a podcast. And then when I start teaching them, i'm like, why is your business not sponsoring your podcast?
00:27:48
Richard F Kaufman
And they're like, I never thought of that. And I said, well, I got a friend. is his His name is Aaron, Aaron Hale. He owns a chocolate fudge company. Now his fudge company sponsors his podcast and gets to write it off being a sponsor.
00:28:04
Richard F Kaufman
But a lot of business owners think to start a podcast and they already own a business. So why not have the business sponsor of the podcast?
00:28:12
Richard F Kaufman
And you're able to and you're able to double dip. you know what I mean? You're able to write it off and you're able to, like you said, you're You're able to get people to buy from your business, even if you're just mentioning it once on um on the podcast.
00:28:12
Ken Freire
Yeah.
00:28:26
Ken Freire
Yeah. and And that's where I have found so much. um when you have that kind of authority and that brand, you can start pitching stuff and it doesn't have to be hardcore pitches. It's just a reminder to people.
00:28:39
Ken Freire
Cause the reality is most people are are driving, right? They're doing something, they're doing the dishes, they're driving, they're doing laundry.
Personal Influence in Podcasting
00:28:45
Ken Freire
They're not at the computers right away to buy the thing, but it's that constant reminder. Like, Hey, do you remember Richard works with veterans? Hey, do you remember? So the scale does this, right? Like all of a sudden the third time that you pitch it, they're like, Oh,
00:28:58
Ken Freire
Yeah, I'm going to go do that. And then they go push and do it. Right. um That's what I have found to be to be super helpful. Richard, as we get ready to wrap up this conversation, you've thrown out a lot of great nuggets, but I purposely didn't address something earlier on. You said right.
00:29:15
Ken Freire
um Most people struggle to start the podcast because they don't hit record. What's one of the biggest mindsets that they struggle with and and how can you help them overcome that mindset so they can just start hitting record and get their podcast out there?
00:29:32
Richard F Kaufman
Um, can I say one curse word on here?
00:29:36
Ken Freire
Go for it.
00:29:37
Richard F Kaufman
Fuck what everybody else says, you know, cause a lot of people, they worry, well, what is, what is my, what does uncle Charlie say that I'm going to be starting a podcast? What does my cousin say? What is, what does my wife say that I'm going to be starting a podcast?
00:29:52
Richard F Kaufman
Don't worry about what they're saying. Start, hit the record button. You're, you're going to get better. um Don't worry what other people think because you're already an influencer. You're influencing somebody, whether you have friends, whether you have cousins or um when you have whether you have kids, you're influencing people already.
00:30:13
Richard F Kaufman
All you have to do now is hit the record button and get your get your voice out to other people. So don't worry about what other people are thinking, because, you know, and in the end, I'm a man of God. You know, realize that it's just going to be and him in the end.
00:30:26
Richard F Kaufman
So nobody else is on this journey with me. It's just me. So, you know, I think we have to worry about what we want to do, enjoy what we're doing, have fun what we're doing. But, you know, sometimes we have to do stuff that that we want to do that other people not may not agree with.
Conclusion & Further Connections
00:30:42
Ken Freire
Yeah, absolutely. and And there are, and there are going to be people who they just don't understand the journey, right. And you're going to, you're, you're paving a new road for yourself.
00:30:51
Richard F Kaufman
Yeah.
00:30:51
Ken Freire
So I remember the first time i kid you not, I, I, I started podcasting. I had a friend of mine like, are you sure you want to do that? I'm like, yeah, why not? Like, it's just fun. This is six years ago, seven years ago. Well, now I've been on several big podcasts and I hosted a pretty big podcast. I've started my own podcast.
00:31:06
Ken Freire
Um, I remember a relative of mine was like, man, Ken, I'm so proud of you for doing that. I've been watching you for years and I never said anything and until now. And he told me we were sitting down eating dinner and he was like, I i wish I could do what you did.
00:31:22
Ken Freire
You know, and and so for many of you who are listening to this, I want you to take Richard's um encouragement to heart, like, man, don't worry about what people are saying because in actual and actuality, you're going to influence them in the future.
00:31:33
Ken Freire
So hit record, start now and ah see what happens, man. Cause it's going to beautiful thing. ah Richard, thank you so much for being on the show. Appreciate all the things. If someone likes what you're talking about and they're like, I want to work with Richard.
00:31:47
Ken Freire
um What's the best way they could get in contact with you?
00:31:49
Richard F Kaufman
Well, they can they can direct message me, and I'm sure you're going to put everything in the liner notes.
00:31:54
Ken Freire
Yeah.
00:31:54
Richard F Kaufman
I have a couple of different options, like Alex Hormozzi says. You have to have a couple of different options. You could buy my e-book. It's two bucks. It's two bucks on Amazon. And somebody wrote that um if you buy the e-book by breakfast, you can have a a podcast by dinner.
00:32:13
Richard F Kaufman
It's 43 pages. Everything is clickable on the e-book, so you can start your podcast for two bucks. um you can buy the You can buy the hardcover from me where i send out an autographed copy.
00:32:26
Richard F Kaufman
And you get ah you get a ah strategic coaching call from me, $200 value for free just for buying the book. Or you can work with me for 12 weeks. That's a little bit more. It's not for everybody. But I take you from thought to profit within 12 weeks.
00:32:45
Richard F Kaufman
And that's done through weekly phone calls, through, use StreamYard to take my classes, whatever the best way for you. And sometimes the coaching calls last up to three, four hours a week.
00:33:00
Richard F Kaufman
and And I work with you until you get profitable. So it's a guarantee that you get profit. This way, this way, you're not you're not you're not losing anything. I'll work with you for a year you know until you get profitable.
00:33:14
Richard F Kaufman
So, man.
00:33:14
Ken Freire
Yeah.
00:33:15
Richard F Kaufman
And anyway, I can do, and I'm going to offer this to anybody that's listening. Even if you just buy the ebook, I'm going to throw in that $200 coaching call for free. Even if they just spend two bucks for the for the ebook.
00:33:25
Ken Freire
That's great.
00:33:29
Ken Freire
So they could just literally reach out to you and your on your website in the show notes, be like, hey, i bought your ebook. Can I connect with you? Let's go for it.
00:33:36
Richard F Kaufman
Yep. Yep.
00:33:37
Ken Freire
Richard, thank you so much, man.
00:33:37
Richard F Kaufman
Yep.
00:33:38
Ken Freire
i appreciate this. I appreciate the way that you're trying to help people, man. Thank you so much. And let's continue the friendship. And for those of you who are listening, man, I know so scaling a business can be hard, especially if you are doing it solo, but you don't have to do it alone.
00:33:54
Ken Freire
Get a community around you. Get people around you. Keep listening to us and keep chasing after that goal because we know your goal is ultimately leading to a vision of freedom, impact, and profits.
00:34:05
Ken Freire
Hope you guys have a great day.