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Heartrepreneur® RadioPodcastsHeartrepreneur® Radio | Episode 217 | The Best Your Podcast Can Be With Carrie Caulfield Arick

2nd March 20200

HPR 217 | Podcast Production

Especially if you’re just starting out, most people don’t have the tools or know-how to ensure that their podcast comes out the best it possibly can. Podcast production is such an important process if you want to make sure that your product is not only presentable to the audience you want to attract but also professional so you’re surrounded by an air of authority. Carrie Caulfield Arick is the Founder of YaYa Podcasting, which provides various podcast production services to those that don’t have either the skills or the time. Carrie sits down with Terri Levine and takes her through the different steps of the podcast production process. Learn more about podcast production for Carrie and Terri!

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The Best Your Podcast Can Be With Carrie Caulfield Arick

I’m delighted that you have tuned in. I’m reminding you to do business with transparency, integrity, and authenticity. It’s so much more fun. You get to be yourself and you get to make a difference for your own client, family members, customers, patients, whatever business or industry you’re in. The Heartrepreneur philosophy creates more wealth, more health and better relationships. That’s been proven by over 6,000 of our client family members. I have a special guest. Many of our audience ask about podcasting. They’re watching podcasts, listening to podcasts and they’re getting curious about, “Can a podcast help me in my business?” Typically, we haven’t talked about this.

I found an expert for you and you’re going to love this episode. Carrie Caulfield Arick is the Founder of YaYa Podcasting. What she does is she helps content creators use podcasting to build influence, awareness, and authority. Through full-service audio production training, which is essential as well as coaching. We’re going to talk with Carrie. She’s also the host of Just Podcasting, which is the seasonal show that explores podcasting life and culture. It’s fun to be a podcaster. Carrie is also the Cofounder of the female podcast producers and editors community, which is called Just Busters, which helps empower professional women in new media through networking, mentorship, advocacy, and monthly training. Carrie is the real deal. Welcome, Carrie.

Thank you, Terri. I’m excited to be here with you.

I’m excited to have you because I know many people who are talking about, “Should I get into podcasting? If I do, I don’t know how to do it. I’m nervous about being on audio, on video. Should I do an audio show?” There are all these questions out there. First let me ask you, how did you get into podcasting?

Many women do not own their authority the same way that men do. Click To Tweet

My story is maybe a little bit unconventional. I had a favorite podcast. It’s a scrapbooking podcast and they retired. A girlfriend said, “Carrie, you should do that. You should pick up the torch.” I said, “All right.” Little did I know that this would end up becoming my career. That show ran for about a year-and-a-half. I did do everything myself and that’s how I learned so well because I made many mistakes. The show ended up being quite successful, but the problem I had was that I was busy doing everything for it that I couldn’t enjoy the success. I was on this hamster wheel I couldn’t get off. When I retired from doing the show, I took a little break from everything for a little while. When I was ready to return to working life, this was called to help alleviate that frustration that I had podcasting for other people.

First of all, I’ve been podcasting since the advent of podcasting. I saw a lot of different shows. For me, it’s fun. It’s a great way to create a lot of content. I get so caught up in it that I’m constantly doing it for myself. I’m like, “I’m going to learn from Carrie. I’m going to meet someone new. I’m going to get some more advice and expertise.” I find that the more I am focused on what I can learn, how I can learn, who I can learn from, coincidentally at the same time, I’m building my own influence, awareness, and authority. They’re brilliant. I’d love to see more entrepreneurs get into this.

The one thing that entrepreneurs should know before starting a podcast is it’s a long game. You have to hang in there and stick with it. It’s not going to pay off at episode one. It’s going to pay off maybe after the first year is when most podcasters blossom. It’s that thing, make 100 videos.

It takes time and it takes practice. Many years ago, I had one called The Sounds of Coaching and I interviewed coaches in the industry. I didn’t know how to interview. It ended up where somebody would talk and talk. I wouldn’t be asking valuable questions. It’s essential that people do get training. At YaYa Podcasting, you say that you do full-service training. Tell me a little bit about that. That sounds incredible to me.

We can walk you through anything you need to know about podcasting including how to be a better interviewer. My big tip for that is to act like you have invited somebody into your home for a dinner party and be a host. You need to steer that for your guests. That’s essential. We also train on marketing, which is a big piece of podcaster struggle with. We can and help you get the right gear for your budget for your recording environment. We can even teach you how to do something like edit your podcast yourself if that’s how you want to go essentially. We can provide show notes. We can teach you how to write show notes. All the things that would be involved in this big production because it is a production that we can help you with.

HPR 217 | Podcast Production
Podcast Production: The one thing entrepreneurs have to know before starting a podcast is that it’s a long game. You have to hang in there and stick with it.

 

I’m glad to know that you’re out there and you’re doing this because constantly, whether it’s in a Facebook group or whether it’s one of my own client family members, people are asking me, “How do I do a podcast?” I’m like, “I don’t teach that.” I’m glad to have you. How can people find YaYa Podcasting, Carrie?

The easiest way is to go to YaYaPodcasting.com.

I also believe if someone doesn’t have a podcast and they haven’t been thinking about it, it’s worth exploring. In the years I’ve been doing that, and we turn into a television show as well, I not only have met some of the most amazing people, I’ve established long-term relationships, which not only have grown my own business, which is a byproduct of it. Truly, I have learned so much from many experts. I love to reach out and to find experts like Carrie and to say, “Come teach me. Through teaching me in this conversation in our living room, we’re going to also help other entrepreneurs.” Do you agree with that?

I agree. Podcasting is the ultimate form of networking for sure. I have met many incredible people because we get to sit down like this and have a one-on-one conversation in a way that we would not have traditionally if we were at a conference or we had a coffee date. This is very driven and guided.

I like the analogy to the dinner party because it is an easy, natural effortless conversation. I never show up with any questions. I find people that are very interesting and that I know our audience would love to hear from. I engage in questions and conversations that come naturally and certainly allow the audience to find a way to reach out. In Carrie’s case, it’s YaYaPodcasting.com. I also want to talk about just podcasting. Tell me about this. This one intrigues me.

Podcasting explores what it’s like to be a podcaster. The first season at least is about what the experience was like launching a podcast. If you want to know what is involved in creating a podcast, that would be the podcast to listen to because we talk about the energy it takes, the money it takes, the costs, the investments that people have made. My guests have done it from nothing to thousands of dollars in investment. We talk about how it affects their family and their relationships. We’re getting into all the behind the scenes like what is life as a podcaster, but also what is that reward? Every single one of my guests said, “Regardless of anything, the reward was the transformative journey they went through as a podcaster,” which is fabulous.

I’ve grown so much over the years. In the very beginning, being transparent, I’ve never shared this, Carrie. I didn’t enjoy it. I was forcing myself, “I have to think of questions.” It felt like a lot of work because I didn’t have any training, which was a mistake. As I had training and I got into it, I look forward to all my show and all my radio TV’s done on Monday mornings. I look forward to Mondays. I wake up on Monday, I’m like, “I’m going to meet an exciting guest. I’m going to have so much fun.” It’s a joyful process. I love to find intriguing people like you and share their information knowing I’m also helping to make money.

For one, I feel like I’m a different person when I started back in 2014. Podcasting has helped me in my personal life as well. Being in this host position, having to use my voice and driving a conversation, I was able to advocate for my autistic son in a way I hadn’t before. Podcasting gave me the ability to speak up when it was important. I owe everything to it.

That’s a key thing that you said. Sometimes people look at some activity as it’s pure business, lead generation, and networking. In my experience, everything that we do has an aspect of changing our lives and being transformational in our lives. I know when I first started doing video, they were awful. I was a mess. As I got more experience with video, I’m confident in the video. I don’t even think about it. I turn on the camera. I also realized in my personal life I am the same way. I used to sit back and think, “What do I have to say that’s important?” I’ll let other people talk. I express my ideas, my opinions. I have a way of communicating that I feel is more natural and more authentic. That came from doing a lot of videos.

It’s the same with audio. I’m way more comfortable doing video since I started podcasting because I’m used to being in front of people. It’s a natural parallel. If you’re looking for a self-confidence building exercise, make a podcast. You do not have to make a podcast forever. You can put a start and stop date on it, which is what a lot of people forget. You don’t have to do the same show for the rest of your life. Do what feels good. As the more you do it, the better you’ll get, the more confident you’ll get. The more you will connect with people in this new pretty, amazing way. Seeing the people that I met doing this has been incredible. I’ve had some fangirl moments where I’ve met those who are super famous. They tell me the same thing. They’re like, “I was first nervous doing this.” It also breaks down those barriers.

You learn well because—not in spite of—the mistakes you make along the way. Click To Tweet

I love what you said about you don’t have to do the same podcast forever. That’s a key point for our audience. I started with The Sounds of Coaching. I did that show for about a year. I moved on and I did a business mentoring show for the last few years. I’ve done Heartrepreneur. That feels right for me and it doesn’t mean that’s what I’m going to do for the rest of my life. Podcasting allows you to grow, flex and to go in other directions and to diversify in your business. Carrie has YaYa Podcasting. She also has Just Podcasting. Carrie, you have more than that. You’re a busy lady. You co-founded the Female Podcast Producers and Editors Community with another great name. We go from Just Podcasting to Just Busters. Let’s talk about that. You have many different exciting areas. I want people to get that. You can also do what Carrie is doing. You dance many different directions that you’re aligned in. Tell us about Just Busters.

Just Busters was developed because some girlfriends and me who are in the podcast production business struggle sometimes with being in co-ed communities where if you ask a very technical question. You may not necessarily get a polite answer. You may not necessarily get an answer that makes any sense to you. We also realize that there is a deficit in women’s language and their education and audio. We wanted to do something about that. That’s how Just Busters was born. What we try to do is the bridge that gap between what podcasters who are either editing for themselves or what to get into editing for others and producing for others. We want to bridge that gap and get them to the level where these things do make sense to them where they can talk about these very technical things and solve technical problems and own their knowledge.

Women also aren’t very confident. I’m not saying all women. I’m saying in general what we’ve found is that women do not own their authority the same way that men do. That’s the other thing is we also advocate that podcast editor. Anybody editing a podcast, take out those qualifiers. Women use the word ‘just’, “I’m not just a podcast producer or podcast editor. I am a podcast producer and podcast editor.” That’s the other piece, we want women to own their authority and bring awareness to that problem in the community and to podcasters.

I was talking to somebody that I met and I said, “What do you do?” The words that she said back to me were fascinating. She said, “I’m just a swimsuit designer.” No, you’re a swimsuit designer. I can’t design a swimsuit. I said, “The words that you used, showed me that you’re lacking confidence. How’s your business going?” She said, “It’s been growing over the years and very slowly.” I said, “Because if I wanted to buy a swimsuit from someone who said ‘just a swimsuit designer,’ I wouldn’t think you did great swimsuits.” That rocked her world. I do think that there is a lot of education that generally speaking women can use in the area of podcasting, can use with our language. It’s great that women can have a community like Just Busters.

Thank you so much. We try to make it valuable to the numbers. If you are a member, we host monthly webinars and we do meet-ups at conferences as well, which is a blast. We are very supported too by the greater podcasting community. If you haven’t been around a podcasting community, for the most part, they are loving and everybody’s rooting for you. We’ve got a lot of support on our mission, which is great.

Podcasting is the ultimate form of networking, for sure. Click To Tweet

How can people find Just Podcasting and how can people find Just Busters?

That’s also on my website. It’s up on the menu. For Just Busters, you can get it at Facebook/groups/justbusters, and request to join. For Just Podcasting, it’s available on any app or you can go to JustPodcasting.com.

What advice might you have for people who have a podcast? I’m going to ask you two questions about this. One, maybe they don’t have a lot of audiences. Two, they want to monetize.

If you want to build your audience, the first thing I would look at is what are you doing to build your audience? Are you waiting for them to come to you or are you seeking people out? Are you engaging specifically in the community that is your audience? Are you putting yourself out there? Can I click on your Facebook profile and see that you’re a podcaster? That’s a big step most people miss. It’s the same when I click on your Twitter profile and see that you have a podcast and have a link to that podcast. Those are the biggest things that I see podcasters not doing. You can’t build it and they will come. You have to get out there and engage people. You will have to spend a ton of time. Take an hour a day, get out into your community, talk about your podcast in a natural way.

If you have a podcast that addresses a particular question that somebody in your community has asked, let them know. Don’t spam people with your podcast link. Don’t do that. As far as monetizing goes, there are many ways to do it. I would use the community that you are in, the niche that you’re in and find businesses who would serve your audience essentially. Make relationships with those businesses. Find out who the decision-makers are on LinkedIn and put together a media kit about your podcast. Let them know that you have X amount of social media followers, X amount of downloads per episode. Also, let them know about the benefits of advertising on a podcast because those give businesses direct access to their target demographic. Podcasting converts into sales. I’ve read a study, I can’t remember where exactly. You get 30% more sales than radio and TV on a podcast. It’s a long-term thing because that content is on-demand forever. It’s not something that people will google while they’re listening and purchase a product. That would be my recommendation for monetization and it’s something most people miss.

HPR 217 | Podcast Production
Podcast Production: Do what feels good. The more you do it, the better you’ll get at it, the more confident you’ll be, and the more you will connect with people in a new way.

 

I’m fascinated and glad that you mentioned to put it in your Twitter profile, your LinkedIn profile or Facebook. I talk to people all the time who I find out have podcasts that they had no idea they had a podcast. It’s not on their website. It’s not in their social media profiles. I’m like, “How does anybody listen to your podcast if nobody knows about it?” The other thing that you said that’s brilliant is I always find podcasts monetized. I monetized. I haven’t been super intentional like, “I have to monetize.” However, I’ve had people advertise, I’ve had businesses come to me and say, “How many downloads do you have?” We have all that information. You can also monetize. It’s great for lead generation. I’ve done ads on other people’s podcasts and those have monetized. There are a lot of ways to monetize, whether you’re being interviewed or it’s your own podcast.

I am glad that you brought that up. I want people to give thought to that. Podcasting is fun, it creates content, gets you connected with people. I want to give people an example. Years ago, before we had a show, this is how I started my whole business. I did teleconferences and interviews with famous authors, coaches, and consultants. I didn’t know anybody at the time. I contacted people and said, “I’d like to interview you.” I maybe had in the very beginning, twenty people. My name got associated with people like Jack Canfield, Mark Victor Hansen, Joe Vitale and all of a sudden, I went from having an audience of 40 people to over 57,000 like that because I connected with main people. A little tip, it’s a thing that you can do when you’re podcasting is you can also ask to interview people that have a bigger name, bigger following, bigger notoriety than you have, and you get connected. Don’t be afraid to ask. There are many people that say yes. Can you speak to that?

I was going to say the same thing. The worst they can say is no. You would be surprised at how many people do say yes. I have had the privilege of working on podcasts. I have interviewed some big names, and for me as an editor and producer, it’s nerve-wracking. This isn’t a podcast that has a huge audience but people are willing to talk about their experience what they’re doing. They’re excited about being able to share with you our community. If they say no, it might be that they say yes later. Always leave the door open.

I have someone coming up in an episode, who I went to about a year ago that I knew could add value. He said, “Not right now. Not at this time.” I didn’t take it as a no. I went back to him and we said, “We don’t have anything for six months, but I’d love to have you.” He said, “Yes, that’s a good time for me.” I’m very excited to have him. He’s going to also serve the audience well. Carrie Caulfield Arick has been my guest. She’s been amazing. She opens my mind and I’m glad you said yes to be here. Go to YaYaPodcasting.com. Checkout Just Podcasting, Just Busters. I strongly suggest if you’ve never even thought about podcasting, reach out to Carrie. It may be something that would be super helpful in your business and maybe you haven’t seen that yet. Carrie, thank you so much for being a guest.

Thank you so much, Terri, for having me. This has been a lot of fun.

It’s been a blast. For the audience, first of all again, to go Carries’ website. I want you to take in what you’ve read in this episode. There have been many nuggets. I feel very aligned with what Carrie is doing and how she is helping you grow your business through podcasting. Also, grow your confidence and self-esteem, which we all need to create more wealth. The other thing I want you to do is to go over to Facebook and join our group #HeartrepreneurswithTerriLevine. Why? Number one, go right into the Downloads section. We have many tools and tips there for you all free to be a member of a community of likeminded business owners.

Second, Carrie hopefully will join us there too. She can also put in some great resources for you. Third, if you are wanting to transform your business and transform your life, over 6,000 people just like you have done it by learning to do business more authentically. More in a way that comes from your heart and comes from the actual results that you can generate for people through your products and through your services. Take this episode to heart. Go back and think about how freely Carrie gave tips, resources, tools, and help, and how if you learn to do that through podcasting and through other ways. You can have all the qualified leads and all the income you desire and you deserve. I want to thank Carrie. I want to thank you, our amazing audience, for reading and being here. See you next time. Bye.

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About Carrie Caulfield Arick

HPR 217 | Podcast ProductionCarrie Caulfield Arick comes from a family of entrepreneurs and side hustlers. So creating something that she could do to meet her family’s needs and, especially their futures, came naturally. In particular, Carrie’s goal of building a successful from-home business revolved around her autistic son. She wanted to craft a business she could learn, step away from stimulus when needed, set his own hours and take advantage of working online. This motivation, coupled with missing podcasting after retiring her first show, The Digiscrap Geek, launched Carrie on a journey to create what she knew podcasters need: YaYa Podcasting.

The forced retirement of The Digiscrap Geek, a podcast devoted to modern memory keeping — and the inception of the idea for YaYa Podcasting — was due to finite time. As the family historian, Carrie found joy in her podcast and the show was popular. It was even listed on iTunes New & Noteworthy. However, there was no time for her to enjoy success. There was just too much to do. Like other podcasters, Carrie found herself spending hours upon hours on the necessary components to host and produce a successful podcast. Eventually, she had to make the hard decision so many podcasters face: she had to give up her podcast.

However, that didn’t mean she was giving up podcasting entirely. Podcasting gets into your blood and those who do it, do it for the love of it. But she knew there had to be a better way. She also knew she was not the only one who needed help with all the things that can overwhelm a podcaster. So she set out to create what met her own pain points – because she firmly believes success should be enjoyed.

Starting as a freelancer, Carrie began working behind the scenes for different podcasts as a consultant and editor. She spent thousands of hours learning everything about podcasting, invested money in the necessary equipment and advanced techniques, and committed herself to keep up with what is transpiring in the industry. Then, in 2018, she took the leap to work in podcast production full time, becoming the founder of YaYa Podcasting.

Today, Carrie meets the needs of podcasters in the areas that rob the bulk of their time: editing, marketing and copywriting. She even coaches other podcasters on what they can improve on, in order to take their podcast to the next level. By doing much of the heavy lifting in podcast production, Carrie provides the freedom for podcasters to focus on doing what they do best: sharing their message.

Along with running YaYa Podcasting, Carrie is the host of Just Podcasting, a seasonal show the explores podcasting life and culture. She is also a co-founder of the female podcast producers and editors community, Just Busters. A robust community, Just Busters helps empower professional women in new media through networking, mentorship, advocacy, and monthly trainings.

A sought-after speaker and coach, Carrie has shared her knowledge with audiences at places like Podcast Movement, Podfest, She Podcasts Live, 1 Million Cups, BC Stack’s Podcasters Kit, and more. When she’s not helping podcasters or caring for her family, Carrie herds cats and enjoys her quirky seaside town in Delaware.

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