She wrote a check with a comma in it every month for six months, and the podcast still wasn't paying for itself.

Aubrey Fitzloff runs an independent insurance agency in South Carolina. Last year a marketing firm pitched her a podcast as a funnel into the parts of the Carolinas she can't drive to, lined up about 40 recordings in a 60 day sprint, and sent an invoice every month. At six months and more than $20,000 in, she had to make a call. She let them go.

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She kept the show. What changed was what she expects from it. She can't tell you her download numbers and says they don't matter. The business that did come in came through the show, not from it, and it came slowly, out of relationships she was in no rush to convert. So now she doesn't chase new guests. She has 40 to 50 episodes already recorded, she's connected to nearly every guest on LinkedIn, and when one of them hits a milestone, that's the week their episode goes back out. It's the most repeatable networking play we've had on this show, and it costs nothing but attention.

In this episode:
- What over $20,000 in six months actually bought, and why she stopped writing the check
- Why she refuses to pitch a guest at the end of a recording, even when the fit is obvious
- The download numbers question, and why she stopped asking it
- How she uses LinkedIn to decide which old episode gets republished this week
- Why a rebrand for discoverability beat a clever name built off the company

About the guest, Aubrey Fitzloff:
Owner of LifeTime Insurance Agency, an independent brokerage serving North and South Carolina with health, Medicare, life and disability coverage. She hit 20 years in the industry this year and hosts the Carolina Business Leadership Show.
LinkedIn: https://www.linkedin.com/in/aubreyfitzloff/
Company, LifeTime Insurance Agency: https://ltins.com/
Podcast, Carolina Business Leadership Show: https://www.youtube.com/@carolinabusinessleadershipshow

Sitting on episodes you recorded months ago. Doing the clips, writing the descriptions, figuring out the promotion, all while the business needs you. 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. A full month free, not a trial, in exchange for honest feedback and a testimonial if we earn it. If your show is already handled and it isn't eating your week, skip this one.
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This has been the Founder Podcast Lab. See you in the next episode.