I had an amazing conversation with Sheryl, a former national TV broadcaster who now helps entrepreneurs grow their businesses through podcasting and visibility. We dug into why podcasting isn’t just about downloads, it’s about building real, high-trust relationships that can lead to clients, collaborations, and speaking opportunities. She also shared some eye-opening insights on using podcasting as a strategic marketing tool, why high-ticket offers are a smarter starting point, and how AI is starting to impact the podcasting space. If you’ve ever wondered how to make podcasting actually work for your business, this conversation is packed with clarity and direction.
Timestamps
00:38 Overcoming the Fear of Being Seen
01:21 Sheryl’s Broadcasting Background
03:11 Challenges and Strategies of Starting a Podcast
05:09 Monetizing Your Podcast
07:13 Building Trust Through Podcasting
19:17 Leveraging AI in Podcasting
23:39 Guesting on Podcasts for Visibility
🔗 Websites & Resources Mentioned
1. Icon Maker Live
Sheryl’s workshop for entrepreneurs looking to build a sustainable, high-ticket business using podcasting and visibility strategies.
👉 https://www.iconmakerlive.com
2. Clay App
A personal relationship management app that helps you stay connected with your network using AI-powered reminders and notes.
👉 https://www.clay.earth
3. NotebookLM (by Google)
An AI-powered research tool that can analyze your documents and generate summaries or podcast-style audio from the material you upload.
👉 https://notebooklm.google
Listen On Apple Podcasts
Listen on Spotify
Podcasting has quickly become one of my favorite mediums and not just because I get to dive into strategy and content marketing in a new way.
It’s because of the conversations that happen with my guests when we hit record.
This episode was a perfect example of that.
I sat down with Sheryl, a former national television broadcaster turned business strategist and co-founder of Icon Maker, to talk about what podcasting really looks like for service-based business owners and how to use it for your business.
We opened with a laugh about being seen because, let’s face it, visibility as a business owner can feel terrifying.
Sheryl shared that she, too, was once a painfully shy kid who cried when the teacher called on her. But once she realized that her dreams of working in television required her to be visible, she leaned in and built a career that spanned over 25 years, 17 of those on national TV.
Now, she uses that same experience to help entrepreneurs step confidently into the spotlight, even if that spotlight is just a mic in a quiet home office.
I started my podcast in January 2024 after thinking about it for way too long.
I resisted for all the usual reasons… “What if people don’t like it? What if I don’t get it right? What if it’s just… crickets?” But like Sheryl said, if you’re building a personal brand, visibility isn’t optional, it’s a necessity. And podcasting, whether it’s audio-only or video too, is a powerful way to get your voice out there.
What I appreciated most about this conversation was Sheryl’s perspective on using podcasting strategically, not just to build an audience, but to build relationships.
She shared two key approaches to podcasting in business…
- The Audience Strategy
This is what most people default to… starting a podcast in hopes of building a large audience that eventually turns into leads, clients, or sponsorships. And while that sounds great in theory, the reality is that it takes way longer than most people expect. Unless you already have a large platform or team, growing a podcast audience big enough to monetize through sponsorships is tough. Plus, many entrepreneurs end up spending more time producing than actually doing the work they love. - The Relationship Strategy
This is where Sheryl’s “3 Ps” come in—Patrons, Partners, and Platforms. Instead of focusing on downloads, focus on who you’re building relationships with through your podcast. Are your guests potential clients (patrons)? Are they people you could collaborate with (partners)? Or do they have audiences or events where you could show up and speak (platforms)? When you think of your podcast as a business development tool instead of a marketing megaphone, everything changes.
We also talked about the impact of AI on podcasting. Sheryl talks about tools like NotebookLM from Google, which can analyze documents and even generate a podcast-style audio summary using AI voices. It’s fascinating tech, but we both agreed… no AI-generated podcast can replace real human conversation when the goal is to build genuine, high-trust relationships. If you’re podcasting for business, connection is the currency and AI, while powerful, is just a tool to support that, not replace it.
As we wrapped up, Sheryl emphasized the importance of starting with a high-ticket offer if you’re aiming for a sustainable six- or seven-figure business. Forget the low-ticket “ascension model” that so many gurus sell. Start with something meaningful, valuable, and transformational. Then use your podcast as a tool to connect with the right people… clients, collaborators, and communities that move your mission forward.
The Takeaway
Podcasting is more than marketing. It’s a platform for building trust, creating impact, and opening doors that ads and algorithms never will.
And if you’re thinking about starting a podcast or you’ve already started one but feel like you’re just winging it, take a step back and ask yourself, How can this support my business in deeper ways? Who do I want to build relationships with? What doors can this open?
