Emily Aborn ran a podcast for four and a half years and her listeners had no idea she was a copywriter.

Apply for a full free month of done for you podcast production: https://propodconcierge.com

The show worked. People showed up, a community formed, the downloads came in. It just never sent anyone toward the thing she actually did for a living, because she never brought her own expertise to the table. She was always shining a spotlight on somebody else. So she made a call most people won't make. She sunset the show and started a new one built around what she sells.

That decision is the whole episode. If your show has listeners but the business behind it hasn't moved, this is the conversation that tells you why, and Emily is unusually honest about it because she lived it. She also gets into the part most founders skip entirely, which is tracking. She asks every single client how they heard about her, and she writes it down.

In this episode:

• The moment a podcast stops being just a show and starts growing a business
• Why misaligned guests and scattered topics quietly kill your conversion
• Why she shut down a four and a half year show instead of trying to fix it
• How to pull three real social posts out of every episode, none of them "go listen to my podcast"
• How new paid offers get born out of episodes, including the bio episode that became a service
• The tracking habit that tells her exactly where clients come from
• The one podcasting mistake she wants every business owner to avoid
• The 60 second move to make the minute an episode goes live

About the guest, Emily Aborn: Emily Aborn is a copywriter and podcast host who has been at it since 2018. She built her business around turning podcast conversations into content that actually sells, things like content banks, workshops, and new offers. She hosts Small Business Casual and co-hosts a client's show as a sales asset for his building company. YouTube: https://www.youtube.com/@EmilyAborn Website: https://emilyaborn.com/

Okay, quick one. If you're a founder or business owner also running a remote podcast, audio or video, and you're the one making the descriptions, doing the clips, editing, finding guests. Stop that now. That is not your job. You're supposed to be working on the business. The podcast is supposed to feed the business. At ProPod Concierge, you record, we handle the rest. Right now we're taking on a handful of founders for a full, free month. All it costs in exchange is feedback, or a testimonial if we knock it out of the park for you. This isn't for everyone. If your podcast is already handled and it isn't taking the time and bandwidth that should be going to the business, skip this. Once the seats are full, you'll be put on the waitlist. Apply here to see if there's a slot open: https://propodconcierge.com

Tags (Buzzsprout tags field, comma-separated): Emily Aborn, Small Business Casual, podcast strategy, podcast but no clients, repurposing content, podcast marketing, founder podcast, small business podcasting, podcast ROI, creating offers, Founder Podcast Lab, ProPod Concierge

This has been the Founder Podcast Lab. See you in the next episode.