Here’s a crazy idea that actually makes perfect sense: start a podcast to sell more ads.
That’s the route John Apolinar is taking with Scottsdale Scoop. But he’s not launching a podcast to get famous or to climb the Apple charts.
He’s doing it to meet potential advertisers and build long-term relationships.
Here’s how his approach works and why it’s one of the smartest “give-first” strategies around.
A Spotlight, Not an Interview
John’s pitch to local business owners is simple: come on the podcast and tell your story.
He’s not going after giant chains or trying to book celebrity guests. He’s focused on locally owned businesses — especially those that are also ideal sponsors.
And here’s the twist: instead of asking for money up front, he’s giving them free exposure.
That’s a powerful wedge into future deals.
But Here’s the Real Trick: Distribution
Most business owners don’t care about podcasts because they know the truth — no one’s listening.
But John has something most podcasters don’t: distribution.
He already has a newsletter with thousands of local subscribers. When he features a business owner on the podcast, he doesn’t just post it and pray. He embeds the podcast in the newsletter, writes up a blurb, adds a graphic, and drives actual traffic to the episode.
So the pitch becomes: “You’ll be on a podcast and we’ll promote it to thousands of locals.”
That’s a completely different value prop.
Use the Podcast as the Trojan Horse
Once a business says yes to being featured, John sets up an in-person meeting to prep. That’s where the real magic happens.
He builds rapport. He learns about their goals. And he casually shares how the newsletter works, how sponsorships can help them, and what kinds of results others have seen.
It’s not a cold pitch. It’s a warm handshake wrapped in a media opportunity.
Repurpose Content Like a Pro
John plans to go even further — turning podcast interviews into social posts, articles, and LinkedIn content.
With AI tools and some smart automation, you can crank out 10+ pieces of content from a single 30-minute episode. Business owners love this kind of stuff but don’t have time to do it themselves.
It’s just one more way to add value and set your newsletter brand apart.
Final Thoughts
Starting a podcast might sound like more work — and it is.
But if you treat it as a sales tool instead of a content product, it becomes a powerful relationship engine.
Lead with a gift. Show off your distribution. And let the conversations turn into cash.
How I Can Help You Succeed
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