John Jantsch of Duct Tape Marketing

This inter­view is part of my series “Mak­ing Money from Pod­cast­ing” (read sum­mary “9 Suc­cess­ful Tech­niques for Mak­ing Money from Pod­cast­ing”) where I inter­view pod­cast­ers who are actu­ally gen­er­at­ing rev­enue from their pod­casts. There are many tech­niques, and here’s one person’s tale of how he’s mak­ing money from podcasting.

Build your brand to sell your services

John Jantsch is a mar­ket­ing and dig­i­tal tech­nol­ogy coach and author of “Duct Tape Mar­ket­ing”, which is also the name of his pod­cast and his com­pany. He started the Duct Tape Mar­ket­ing brand, a tem­plate for small busi­ness mar­ket­ing, about seven years ago and two years after that, launched his pod­cast. Jantsch is amazed how just hav­ing a show, even though com­pletely unknown at the time and with very few lis­ten­ers, gave him tremen­dous access to well known peo­ple and authors. It was a great way to make an intro­duc­tion. He sim­ply sent an email that said, “Inter­view request.” Not know­ing who Jantsch was at the time, many well known peo­ple, includ­ing social media lumi­nar­ies such as Seth Godin and Guy Kawasaki, agreed to be on his pod­cast. Those inter­views ini­ti­ated rela­tion­ships that resulted in both Godin and Kawasaki con­tribut­ing to Jantsch’s book.

Inter­view (Time: 9:51)

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Inter­view­ing major indus­try heavy­weights increased his recog­ni­tion and built his brand and cache within the indus­try. It’s unclear where the brand build­ing really came from — the book, the blog, the speeches, the pod­cast. Jantsch says it’s all part of one giant soup that’s been a very excit­ing jour­ney for him.

Not only has he gen­er­ated rev­enue for his busi­ness with an increased brand recog­ni­tion, but the audi­ence he’s built with the spon­sor­ship has resulted in sev­eral six-figure pod­cast spon­sor­ships, says Jantsch.

The Duct Tape Mar­ket­ing brand has exploded in the past five years. Since start­ing the pod­cast, things have changed dra­mat­i­cally. Jantsch esti­mates that his busi­ness has grown more than 500 per­cent and he works a lot less. How did he do it? By first work­ing really hard. Lis­ten to our interview.

More episodes of “Mak­ing Money from Podcasting”

• Never Not Funny (Tech­nique: “Par­tial show for free – full show paid”)
• Per­sonal Life Media (Tech­nique: “Build your own media net­work of pro­gram­ming and sell adver­tis­ing against it”)
• Preg­tas­tic (Tech­nique: “Get your own sponsors”)
• Elsie’s Yoga Class (Tech­nique: “Sell an iPhone appli­ca­tion along with your podcast”)
• Mac OS Ken (Tech­nique: “Give away five shows for free, make them pay for the sixth”)
• Alaska HDTV (Tech­nique: “Get your own sponsors”)
• Screen­Cast­sOn­line (Tech­nique: “Give away every other episode. Make them pay for the rest.”)
• Izzy Video (Tech­nique: “Give away every other episode. Make them pay for the rest.”)
• Slate Gabfests (Tech­nique: “Inte­grat­ing spon­sor­ship with the show’s editorial”)
• Wiz­zard Media (Tech­nique: “Got audi­ence? We’ll get you spon­sors. Or, get spon­sors on your own and we’ll insert the ads” PLUS “Sell an iPhone appli­ca­tion along with your podcast”)
• Premiumcast.com (Tech­nique: “Build an audi­ence and sell pre­mium podcasts”)
• Man­ager Tools (Tech­nique: “Build your brand to sell your services”)
• ESPN (“Build your own media net­work of pro­gram­ming and sell adver­tis­ing against it”)
• Mevio (Tech­nique: “Moti­vate your audience”)

David Spark helps busi­nesses grow by devel­op­ing thought lead­er­ship through sto­ry­telling and cov­er­ing live events at Spark Media Solu­tions. He blogs at The Spark Minute and can be heard and seen reg­u­larly on ABC Radio, Cranky Geeks with John C. Dvo­rak, and KQED in San Fran­cisco. See his busi­ness pro­file, con­tact David, or leave a com­ment below.

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