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My guest today has been in the podcast trenches longer than almost anyone I know. My brother Marc Mawhinney is our very first podcast client, the person who got me into this space back in 2015, and by the time this episode airs he’ll be approaching 1,000 episodes of Natural Born Coaches. That’s a milestone that a tiny fraction of podcasters will ever reach!
We got into how Marc started with a daily show and intentionally scaled back over the years, what changes he’s seen in the podcasting space since 2014, and how he uses his podcast as a genuine business tool rather than chasing downloads or vanity metrics. What he shares in this one could be a goldmine for both new podcasters and long-time ones!
Starting With a Why (and a Special Date)
Marc launched Natural Born Coaches on November 17th, 2014, a date he chose intentionally to honor our grandfather George Mawhinney (aka âGrampy Mawhinneyâ), who passed away on that date in 1993. Instead of waiting for January 1st, he tied his launch to something meaningful and just did it.
Marcâs tip for anyone sitting on a launch: find a date that matters to you. A birthday, an anniversary, something personal. It can be a powerful motivator to stop putting it off and actually get your show out there.
From Daily to Weekly: The Evolution
Marc started with a daily show, 7 episodes a week, and got to 350 plus episodes very quickly. But the pace was relentless. There was barely time to promote one episode before the next one was due. So he pulled back to 5 shows a week, then three, and eventually settled on weekly, which is where he’s been for years.
For anyone doing the math on how he’s approaching 1,000 episodes on a weekly show, that’s exactly how Marc did it, and that the early daily run accelerated the count significantly.
The lesson here isn’t that daily podcasting is wrong. It’s that you have to find the pace that’s actually sustainable for you and your life, and Marc found his. He didn’t podfade, he adjusted and kept going.
What’s Changed Since 2014
Marc has a front row seat to over a decade of shifts in the podcasting world (and online space in general). A couple that stood out to me from our conversation:
The celebrity factor. When Marc launched in 2014, the charts were more accessible. Today you’re competing with massive names who have jumped into podcasting with full teams behind them. His take: chasing those charts is a vanity play anyway. Don’t worry about it.
The noise level – I talk about this A LOT! It’s gotten much harder to cut through if youâre playing that (check out my blog post on the last episode I published for more). Part of that is because many podcast listeners have started their own shows, which means they’re spending time creating rather than consuming. More shows, more voices, more competition for ears.
But as Marc pointed out, and I’ve said this myself, the best time to plant a tree was 20 years ago. The second best time is right now! When Marc launched in 2014, he thought he was already too late, but he wasn’t and the same is true today.
Using Your Podcast as a Business Tool
This is where Marc really shines and where I think there’s the most value for anyone listening.
Marc’s podcast isn’t a top of funnel discoverability play. He doesn’t obsess over downloads. He barely looks at the numbers, which is similar to what I do. What his show has become is a cornerstone of his business in two specific ways though.
First, it helps him get coaching clients. People find him, listen to the show, get to know him, and reach out when they’re ready to work with him. The podcast does the heavy lifting on the âknow, like and trustâ factor before he ever gets on a call with someone.
Second, and this one I thought was really smart, it powers his joint venture partnerships. Marc does a lot of JV promotions with people who have offers that help coaches. A guaranteed spot on his podcast is part of his JV package. That interview kicks off the campaign every Monday when the episode drops. Something he didn’t even see coming when he launched the show back in 2014.
The Guest Pitch Trick
This one is worth writing down. Marc gets absolutely flooded with guest pitch emails every single day, mostly from booking agents, but he doesn’t just delete them! Instead he has a templated reply that thanks them for reaching out, lets them know the show is booked solid, points them to his Coaching Jungle Facebook Group where there are plenty of podcast hosts, and then mentions that JV partners get a guaranteed spot on the show with a link to learn more.
He’s turning cold pitches into potential business. Even if a small percentage converts, over the years that adds up to meaningful partnerships and revenue (here is his template for you to use, and you can adapt it for your own show)!
You’re Not Obligated to Release Every Episode
Marc made a great point that I’ve seen come up with our own clients over the years. If you record an interview and it just doesn’t go well, you are not obligated to release it. He’s had guests who turned the whole thing into an infomercial with no real value. That episode got shelved; it happens sometimes, thatâs just podcasting.
However, always remember that you’re in the driver’s seat and itâs your show. Nobody is entitled to a spot on it, and nothing has to go live just because you hit record.
Note: on the plus side, this doesnât happen very often at all and youâll find most podcast guests are great fits for your audience, if you do your diligence upfront.Â
The Bigger Picture
What I love about Marc’s story is that he didn’t overthink it and he launched on a meaningful date. He recorded every day for a year, and then he adjusted the frequency when it stopped working for him. He found ways to monetize the show he didn’t even anticipate at the start. And most importantly, heâs just kept goingâŚ
Almost 1,000 episodes, a global top 1% ranking and this didnât happen with Marc chasing an algorithm or following someone else’s playbook, but because he showed up consistently and let the path reveal itself along the way!Â
If something resonated with you here I’d love to hear from you! I’m planning a fall mailbag episode and would love to feature your thoughts and give you and your show or business a shoutout. You can find me on Facebook, LinkedIn, or send a note to matt@podassist.com.
Remember, it’s YOUR show and there are NO RULES!
Ready to launch your podcast in as little as TWO weeks, stress-free? Or need help with your current show? Book a no-obligation call with me at https://calendly.com/mattpodassist.
LINKS:
Natural Born Coaches
The Coaching Jungle (Marc’s Facebook Group)Â
Learn More About Partnering with Marc
Marc’s Guest Pitch Reply Template
18: More, More, More: The “Expert” Advice I’m Not Following