Brianna Jovahn

Certified podcast growth coach and founder of What’s Good Productions — on why downloads don’t bring clients, talking to one listener avatar, and building a marketing ecosystem around your podcast

Watch on YouTube What’s Good Productions
20 minutes
Podcast Growth · Marketing · Client Acquisition

About the Guest

Brianna Jovahn — Founder of What’s Good Productions

Brianna Jovahn is a certified podcast growth coach and podcast consultant. Her agency, What’s Good Productions, helps business owners, entrepreneurs and thought leaders use a podcast as a funnel — to bring in new customers and clients, not just downloads

She is still a podcaster herself, producing and editing her own show, Dallas, Texas What’s Good. When nobody accepted her speaking applications, she created her own stage with monthly webinars, which now feed her email list and agency offers

Charting in Dallas
top 80 entrepreneurship podcasts in Dallas, Texas — without thousands of downloads
Monthly Webinars
last Thursday of every month — her number one way to collect emails and get clients
Wiped a 300+ Email List
deleted family and friends and started over with people who really wanted to be there
Accounting & Finance Background
started by self-producing her own podcast before building a done-for-you agency

Key Quotes

“

The podcast is not the marketing system. It’s a part of the marketing system.

Brianna Jovahn
“

Podcasting is a number game.

Brianna Jovahn
“

If you could talk to one specific person and you can solve a problem that they’re going through every day, that’s how you’re going to build your community.

Brianna Jovahn

Episode Chapters

0:00 In This Episode 1:02 About What’s Good Productions 1:32 The Biggest Challenges 2:42 Business Growth Through Podcasts 3:58 What Works Best for Podcasters 6:24 When Clients Lack Metrics 11:00 Business Survival 12:56 Getting Clients 17:14 Will DIYers Buy Premium? 19:44 Brianna’s Final Thoughts

Full Transcript

BTW: This episode of One Thing That Worked is produced by Beverly Media. Featuring entrepreneurs and podcasters who share the one decision, strategy, or habit that had the biggest impact on their business.
0:00 In This Episode
Host What do you say to your clients who are frustrated that they don’t have the metrics?
Brianna The podcast is not the marketing system, it’s a part of the marketing system. So something that I do outside of my podcast, I also have webinars every month. So that continues to get eyes on my brand, right? And so I always tell my clients, if you don’t have a newsletter, if you don’t have a webinar, what are you doing to continue the conversation?
Host Hey folks, welcome to One Thing That Worked. Today my guest is Brianna Jovahn. She is an owner of What’s Good Productions and a certified podcast coach. Brianna, welcome to the show.
Brianna Thank you so much for having me. I am super excited about our conversation today.
1:02 About What’s Good Productions
Host Same here. So, tell us about your company. What do you do?
Brianna So, like you mentioned, um the agency is called What’s Good Productions where we are literally helping our business owners. We’re helping entrepreneurs, thought leaders, all the above learn how to use podcast as a funnel. As you know, people are doing the big trend right now, but I want people to change their mindset to see how we can get the visibility of the podcast to bring in new customers, bring in new clients, etc.
1:32 The Biggest Challenges
Host And what is the biggest challenge as you’re trying to educate people about that?
Brianna Yes. So, that’s the challenge is pretty much the mindset when we talk to people. What are my downloads, Brianna? Um, why is this not working? Why is that not working? And I’m like, well, for one, the biggest thing is consistency. Podcasting is a number game. You can make 10 downloads this week, but next week could be 30, 40, 50, 60, 70, you know. So, it’s just really changing the mindset and letting people know as far as consistency when it comes to podcasting. But other than that, it’s just being real with them because again, I’m a podcaster, too. So, I’ve been doing it. I’m still doing it. So, it’s just a conversation
Host and it’s interesting like how podcasts evolved and everyone’s doing them now. And I don’t know if we’re in a saturated market or not or there’s enough like enough people for all of us, you know, to watch and listen to all of our shows.
Brianna I don’t think we’re competing. Uh it’s just a matter of how good you are and how consistent you are.
2:42 Business Growth Through Podcasts
Host But uh it’s what’s interesting what in what you’re saying is that you help people drive sales and grow their business through podcast. Is that the case?
Brianna Correct. Absolutely. I think the as far as what we do on our end is really like asking them, you know, do you have a link to your newsletter? Do you have a link to your book? Do you have a link to a webinar, a seminar, what events are happening? So we can make sure those links are actually in the show notes. Even when we’re posting things on social media, I let them know if there’s a certain offer, depending on if you’re on Instagram, depending on if you’re on LinkedIn, you can add those links. Or if you’re on Instagram, make sure you tell them to have them go to the link that’s in the bio.
Host Yeah.
Brianna Right now, a current thing, I mean, we’ve been doing it for years, but now I’m all I’m seeing it now on TikTok is the link tree. With link tree, you can add as many links as you want to. So let’s say if you have a workbook going on, if you have a certain offer that you’re pushing out right now, you know, right now it’s Black Friday that’s happening. It’s the holidays that’s happening. What offers are we doing doing during this time? So you can always refresh that within the link tree. And what other offers that you may have? If you of course Spotify, if you’re on YouTube, you have all those links there. And so whatever you’re doing in your business, we need to make sure that you’re accessible. Um
3:58 What Works Best for Podcasters
Host Okay. So what works best? Okay. Because I’m going to ask you about what works best for you in your business. But first, let’s shed the light on what works best for your clients who are podcaster. What works best for them in terms of growing their show or achieving whatever milestones that they set.
Brianna I think the biggest things that we do is who is your audience? A lot of times people want to talk to everybody. Yeah, I mean that sounds good, but always tell them if you could talk to one specific person and you can solve a problem that they’re going through every day, that’s how you’re going to build your community cuz they’re going to go to you to be the go-to person of the things that they are struggling with within their business. And so if you can support that within you using your content, you using your podcast, you using your marketing to do that, that’s when you’re going to draw them in. So for me, that’s one of the things I always ask them cuz I have a podcast survey before they even start talking about the podcast. Let’s get the foundation right first. Who are we talking to? What problems are we solving? And from there, let’s build from there.
Host And I I heard this great quote by Dan Martell recently. He said that if you can articulate your client’s pain better than they can articulate it, you’re going to be the person who they will give the keys to their heart basically. So when we talk to this one listener avatar or viewer avatar, we need to pick the words that our ideal clients want to hear, right? And that will hook them up.
Brianna Correct? So for an example, let’s use me for instance. If I was to create a podcast strictly on growing, monetizing, all the things when it comes to the podcast landscape, one of the words that I would use is burnout. Because a lot of times, I’m not sure if you’ve heard this statistic, but after three episodes, 90% of podcasters don’t come back. And that’s probably lack of ideas, burnout. When they got started, they didn’t realize all the production that’s with when it comes to podcasting.
Host Expectations don’t don’t live up.
Brianna Yeah, correct. And so those are the things that I know who as far as who I’m talking to. So when it comes to you and your business, you got to know who you’re talking to when you start recording your podcast episodes.
6:24 When Clients Lack Metrics
Host Absolutely. Well, what do you say to your clients who are frustrated that they don’t have the metrics? Because we’re living in a metric driven world. So, and and even though it’s vanity metrics for the most part, we we’re still hooked. So what is the language that you choose uh to explain your your customers how to deal with that?
Brianna So one thing that I’ve noticed it has caught a lot of people’s eyes is that the podcast is not the marketing system. It’s a part of the marketing system.
Host Yeah.
Brianna So something that I do outside of my podcast, I also have webinars every month. Every month, last Thursday of the month, I’m having webinars. So that continues to get eyes on my brand, right? And so I always tell my clients, if you don’t have a newsletter, if you don’t have a webinar, what are you doing to continue the conversation outside of the podcast? We need a full on ecosystem. Cuz believe it or not, when people launch their podcast, they’re not even putting clips out there. I’m like, magically, you’re just thinking that they’re going to find you. I mean, it’s in the good world, right? That works. But we do have to work harder cuz as you mentioned earlier, there are tons of podcasts and some of them are not even active and but they’re still out there.
Host They’ve taken all the good names. That what I what I see.
Brianna But on the other end of that, you know how I think the thing was kiss keep it simple.
Host Yeah. Yeah.
Brianna That works too. So depending on the SEO keywords that you’re using, you will come up in the results of what people are looking for when they’re looking for the content that you’re creating. And so that’s the reason why I say you got to do your research. Don’t just jump in because oo God done told me I need to start a podcast. I hear that a lot too. Yeah, I hear that a lot. But we really have to do our research. We have to really understand these keywords that people are uh looking for. You got to put yourself in their shoes so you can connect with them.
Host And in terms of generative um engine optimization, basically not SEO but GEO, uh one of the insight that my friend from Silicon Valley told me that in order to show up on on in on on ChatGPT, Claude or whatever you got to make really really specific dedicated uh detailed like pages like for example I don’t know if you had a conversation on astrophysics and you discussed a particular particular subject. You can create a landing page on your website where you’re not only going to obviously post the transcript but you will use a metatitle and title really really um you know specific uh towards the astrophysics. So, and and I think the the the solution here is not to expect to win at all, but understand that you need to win like your real people because you we don’t need to we can’t sell to everyone, right? We just need to sell to our real people.
Brianna Correct. I So, two things on that. So, when I first started my podcast, it was called What’s Good Podcast. I did a rebrand going back to demographics. Who are we talking to, right? I changed it to Dallas, Texas. What’s good? Cuz mine is more so for the local community here in Dallas, Texas. Literally, when I changed it, so many people started reaching out to me. Can I be on your podcast, Brianna? I have a business story. I have this, this, and that. And then when you get supply, you get demand, right? So, I started adding a price tag to it. $50. That’s where I started at. And then from there, people was like, "Oh, send me that invoice." I said, "Okay, that was too easy." Right? And then from there, that’s where we kind of grew on where we are today and monetizing the podcast. That’s just a piece of it. And so, being very intentional with those keywords, like you mentioned, if there’s a specific person demographic that you’re talking about, put it in the title, put it in the show notes, put it in the description. We have Dallas everywhere on our website. We have Dallas everywhere on our blogs. We have Dallas everywhere so people can understand who we are serving. And now we’re charting. We have top 80 podcast here in Dallas, Texas. As far as entrepreneurship, we’re charting on there. We’re charting in so many different places. And believe it or not, we don’t even have thousands and thousands of downloads. It’s because we’re strategic in the engagement that we’re giving our local community.
Host No, that’s cool. Let’s let’s talk about the business.
11:00 Business Survival
Host Let’s talk about the What’s Good Productions. So you mentioned the ecosystem, you mentioned the webinars. Um so what works best for you uh because you’re you’re you’re an agency uh uh business. What what helps you to stay afloat or even thrive as as a business?
Brianna As a business. So I mentioned earlier um I was let me go back a little bit. So, I was pretty much putting in applications to do speaking engagements cuz I wanted to be an expert within my industry, right? And nobody was accepting me, right? And so from there, that’s when I started to create my own stage and I started doing webinars. And so with the webinars, I made sure to be very intentional in who we’re talking to and what we’re doing. Cuz in podcasting, as you know, you could talk about a lot of different things. You could talk about the tools. You could talk about the resource. You could talk about editing. You could talk about graph. Like you could talk about so much, but I wanted to be very specific and what does it look like to grow? What does it look like to rebrand? What does it look like to actually talk to your avatar? What does that actually look like for me to be a expert? What does that look like for you to be an expert? And I think kind of like that’s my secret sauce is that I’m not an audio engineer. I’m not a producer. I’m still a podcaster. I’m still producing and editing my own podcast. Even though I have a team, I’m very hands-on. So, a lot of things that I’m doing, I’m kind of, you know, being a uh what is it called? A test dummy for me so I can let my clients know this actually works. I’m still a business owner. I’m still a podcaster. And so, in a sense, where I’m saying apples to apples, not doing apples to oranges. So, I think that’s a big difference, too. sharing the things that have worked for me to share and say hey it worked for me it can work for you too.
12:56 Getting Clients
Host How do you how do you get clients though? How do what is the what is the number one customer acquisition channel for you?
Brianna So after the webinars we have offers right. So for an example
Host first of all first of all web webinars explain webinars where how
Brianna so we putting on Eventbrite. Okay. So, we actually have one tomorrow, right? And so, the one for tomorrow, I don’t have it in front of me, but the one for tomorrow is um pretty much talking about to brand your podcast properly so people can find you, right? And so, during that one hour, we do introductions. In the middle is my presentation. And then after that, we do a Q&A. And so, we have about a good 15 to 20 people sign up. Sometime we have about five people that show up but they’re all engaged because again we are solving a problem in every webinar. Right. So after that webinar we’re collecting all of these emails.
Host Mhm.
Brianna So that’s number one. We’re collecting these emails and we’re nurturing them within our email list.
Host Yeah.
Brianna And so with those email lists, that’s where we’re sharing, hey, we have a discount on our launches. We have an ebook that we’re selling. all the things that we’re doing within our business, we are sharing them within our emails. So, initially when I first started, it was out of family and friends. I deleted everybody. We started all over. I had like 300 plus and we deleted everybody and we really wanted to be intentional of who wants to be a part of this community because we want to serve them properly. So, we put out an email to say, "Hey, we are rebranding everything." And so, if you want to be here, click yes or no. And we scrub that list like nobody’s business. And so that’s we’ve had a lot of success with our email list with a lot of offers. People click those links and they buy whatever that offer may be, right? We also have our launch offers. So if you want to do video or audio, you can pick that so we can support you in launching your podcast. After that phase, then we also have ongoing production. Ongoing production is continuation of what we’ve already created. So now you’re just sending us your episodes. We’re editing. We’re doing the promotion for you. We’re doing the clips. We’re giving captions. We’re doing hashtags. We’re doing all of the above. And so, as I mentioned, when it comes to actually getting our eyes out there, I do my talking heads on social media. So, you’ll see my face out there. We’re now also creating a YouTube channel so I can do tips and tricks for not only just podcasters, but business owners, too, because again, I am a business owner.
Host Yeah.
Brianna So, just really being visible, even being on different podcasts like today, what we’re doing today is just really showing up. I’m also in the community. I do a lot of things in the community. Um, I got two panels that’s happening this well, November. So, there’s a lot of things that I’m doing, but I’m being consistent on being intentional of where I’m putting my my eggs.
Host Is this platform that you mentioned, Event Tribe, uh, Eventbrite?
Brianna Mhm. Uhhuh.
Host Okay. Uh does it have coverage like I don’t want to say someone without an audience comes and posts uh webinar will it kind of push it to its audience and advertise it?
Brianna Correct. So Eventbrite is pretty much like the word in there events. So if you have an event that’s where people are going to find events. So it kind of meets you in the middle to where that is the place that you want to be. If you’re having in person, if you’re having virtual, whatever the case may be, you can put an event up there and people are going to find you.
Host People are going to find you.
Brianna Yes. Just be very, again, we got to go back to keywords. You got to put the problem, what people are doing, the solution. You got to put your description in there, right? Similar what you would do with a podcast, but now you’re doing it for an event. And if you’re doing a free one, I would say no more than 45 minutes.
Host Yeah.
Brianna You know, you want to put just a sprinkle out there so they want more and be a part of your community. That’s the whole point. And so I would Oh, I love Eventbrite. It’s free. If you want to push it out a little bit more, you can put some money um with advertisement and marketing, but other than that, it’s a free platform. Anybody can sign up.
17:14 Will DIYers Buy Premium?
Host You know, the common objection here would be that people who want to learn how to do things themselves won’t buy your premium offer. To this, you say what?
Brianna I have also a workbook. I have a workbook. We want to meet people. We want to meet people where they are. So, we do have a workbook. Um, we’re actually launching that next month and it legit breaks down um the foundation for your podcast, how to promote, you can launch your podcast within 90 days. And it includes two trainings where I’m actually talking you through tools, resources, and you’ll actually see a demo. And so, if you want to self-produce, cuz that’s where I came from. I self-produce. I have an accounting and finance background, right? And so, I had to self-produce myself. So, I’m sure other people they don’t want me to do everything. So, we have the done for you. But if you want to self-produce, you got the workbook for you as well.
Host Yeah. I think I think this is what Chris Do I had him on the show. It’s like the biggest guest I’ve had so far. He’s a really big entrepreneur from LA and he says that you’ve got to have these buckets, these tiers of what you’re selling because my agency, we are a premium video production and we cost a lot of money, you know, and when I have all these people checking out my stuff online, they’re not that 90% of them are like not going to buy anything or 95, you know. So it’s interesting that I’m just leaving the money on the table whilst I can create like a YouTube channel launch workbook, right?
Brianna Correct.
Host Or who knows?
Brianna That is true. That is true. That’s why I had to again do my research to figure out what can somebody do as far as of course still get my business right cuz we still are a profit forprofit business.
Host Yeah.
Brianna But also meet them where they are. So, if there’s something that they can download and I don’t have to show up, great. Give us your money, download it, and it literally still gives you everything that you need. Everything within our podcast survey that we create, we actually put it in the workbook. So now you can think about these things. And if you want additional support, you can just pay me for a one-on-one. But outside of that, the workbook legit gives you everything that you need to launch just like we would do our clients, except for the done for you. You’re just doing it by yourself.
Host We’ll put the link to the workbook in description.
Brianna Right. Thank you. I appreciate you.
Host Okay, Brianna. Um, as we wrapping up, anything you want to say to our audience? The floor is yours.
19:44 Brianna’s Final Thoughts
Brianna Yes. Um, the only thing that I want to say, um, I’m a very spiritual person, is when it comes to what God has for you, your name is already written on there. And so if it’s starting a podcast, if it’s starting a business, if it’s starting um a nonprofit, whatever the case may be, you just have to get the direction, be obedient, and get yourself out there. So, I just want to thank you again for allowing me to share my story today, and I’m just grateful for the opportunity.
Host You’re welcome.

More Episodes

Karine Lackner: Anti-Aging Is Dead. Here’s What You Should Focus On Instead →
Nick Tasker: Stop Pitching Brands. Make Something They Can’t Ignore →
Tom Hunter: How He Turned LinkedIn Into a $150K Inbound Machine →
Rubina Chadha: Award-Winning Wellbeing Expert: How Executives Stop Stress →
All episodes of the Be Yourself Podcast
Want to be a guest on podcasts like this one? Meet our podcast booking agency