How Julia Gruber Transformed Her Podcast Into a Sales Asset

I spend a lot of time discussing the impact of doing the strategic work for your podcast—a LOT. Today, though, I am so excited to share my conversation with Julia Gruber, host of Darmglück.

Together, we dive deep into Julia’s experience, where her podcast focusing on intestinal health has not only reached 227 episodes but has also surpassed the half-million download mark! Julia shares her wisdom on the serenity of planning podcast episodes with the help of a mastermind group and the transformative power of strategic selling within her episodes.

We’ll discuss the common hurdles podcasters face, such as lack of visibility, burnout, and pressure to consistently produce fresh and engaging content. You’ll hear firsthand how Julia’s participation in the Profitable Podcaster Mastermind led to noticeable shifts in her podcast, directly tying product sales to her podcast releases.

As we gear up to open the doors for a new round of the Mastermind, take this opportunity to hear about the program straight from Julia, who found this path to improvement through a glowing recommendation. Her story is about triumph and the importance of self-care and intentional planning in the podcasting sphere.

01:20 – A reminder that the discomfort you know isn’t always better than the discomfort of change

04:45 – Changes to the upcoming round of The Profitable Podcaster Mastermind

07:20 – Julia joins me and shares about her podcast and business

11:00 – Shifting to using your show as a sales asset

15:30 – Navigating podcast burnout 

18:45 – The relief of being ahead and the calming effect it has

23:00 – Changes Julia made to her show after the Profitable Podcaster Mastermind

Connect with Julia Gruber

Julia’s podcast, Darmglück

Arktis BioPharma

Arktis BioPharma on Instagram

Mentioned In How Julia Gruber Transformed Her Podcast Into a Sales Asset

Podcasting for Profitability Roundtable

How Business Owners Can Reduce Overwhelm and Manage Podcast Burnout

How Effective Calls to Action Impact Podcast Profits

Chat with Stacey about working with Uncommonly More

Learn more about Podcast Production Services

Learn more about Podcast Strategy Intensives

Rate and Review the podcast

I talk a lot about the difference that strategy and the pre production work can have on your show. You've heard me talk about it. You know, I believe in it. You know, I see it in my own show and with our clients. But today, I want to have somebody else talk to you about this. I'm so excited. I sat down with my client, Julia, to talk through the difference, implementing some of these pieces into her business and her podcast has had. Welcome to the more profitable podcast with Stacey Harris.

I'm Stacey, and this is the spot to learn more about the strategies, tactics, and tools you need to build your more profitable podcast. My team and I work every day with podcasters like you to shift shows from frustrating time sucks to productive members of your sales team because your show should be built to generate and convert leads. So let's get into it. I'm stoked to bring you this conversation today, mostly because I don't usually have guests. Usually it's just me sort of yammering at you. And I'm really excited to bring Julia onto the show and talk through a little bit of this stuff. Julia. And we mentioned this briefly during the interview, but Julia joined me this year for our initial launch of the profitable podcaster Mastermind, which we are opening the doors again to in January.

However, if you want to grab your spot now, you can save some coin and we'll talk about that in a bit. But I absolutely adore this program because this program is really about building. And in every case, I think we've had one person who was, like, launching their show work with us in the mastermind. Everybody else who's been through the mastermind, both sessions has been in an established show. Some shows were newer, and some shows like Julia's are in the hundreds and two hundreds of episodes because sometimes you can do this the hard way for a really long time. And Julia's conversation is a great example of the shifts that can be made in a show that is working. There were no alarm bells. There was no crisis that brought Julia to our work.

There was the opportunity for it to be even better. And I will be honest with you, I am so grateful for podcasters like Julia who can recognize that just because something's working doesn't mean it can't work better. And sometimes, and we're all guilty of this in some area of our business. And that's why I want to just say this outright, because it might not be your podcast, but it might be some other part of your business where we hold on to the discomfort of what's working, instead of reaching out to see if there's something that could work better and navigating the discomfort of that change, of that evolution, of that upfront work that is required to make those changes again. Maybe it's not in your podcast that it's happening. It happens in all parts of our business at one time or another. I say that as somebody who has fully been in it, maybe in some version of my business, in some part of my business, every year of my business, honestly, there's always something where I'm like, maybe I'm doing this a weird way. Maybe I'm making not a great choice with this.

Whatever the case may be, I want you to look at where is this showing up in your business? Because it may very well be your podcast. And in the course of our conversation, Julie and I talk about the impact that the work we did had on her show and how our work has evolved and how her show has evolved. My favorite memory, and I cannot remember right now if this comes up in the interview, but we were hopping into one of our calls. I think it was one of our last calls. And the win Julia celebrated was that she could tie product sales to a podcast episode release. Like, literally see the spike in the sales history. And that was a real sort of big moment for like, oh, a really does lead to b, when we are proactive about it, when we get ahead of it. And so that's a lot of what we talk about in this conversation.

And what I want you to hear, the reason you're hearing this now, and this is where we go full transparency, right? The reason you're hearing this episode now and not in January, when we officially opened the doors for our next round of the profitable podcaster mastermind is because we are raising the price for the profitable podcaster mastermind. As I've shared, we're raising the price for the podcast strategy intensive, and we are raising the price for our podcast production services. If you want to take advantage of current pricing, that needs to happen now. If you are looking to join us for the profitable podcaster Mastermind, that's easy. You head on over to uncommonlymore.com mastermind and sign up. You will take advantage of the current pricing. Those spots need to be reserved by the 31st. That new price will go up January 1.

If you want to join me for an intensive, or if you want to join us in production services next year, you're not going to be able to get on a call with me at this point because we are getting ready to go into break. The day this episode drops, we will be like two days away from our break, and so you won't be able to get on a call with me. However, if you book your call by December 31, we'll meet in January. But if you book it, if you reserve that time, I will honor our current year pricing. If you book a call with me after January 1, you will see that new pricing on your proposal, not the current pricing. So head on over to uncommonlymore.com, book in for whatever you'd like to book in for. Again, if you want to reserve your seat early for the profitable podcaster Mastermind, we will kick off in February. We're going to run February, March, April for this first round in 2024.

So if you want to join us, be sure to head on over to uncommonlymore.com mastermind and reserve your seat. I'm so excited for this next round. We're also going to be sharing in January some more conversations like this one. So if you're not sure and you want to hear from some more people, stay tuned because again, in January, we're going to be sharing even more episodes like this one, talking about what they learned, how it impacted their show, what they're implementing, and it's a good time. I'm excited. I'm so excited to bring these hosts to you because you might find some super cool new shows. Today's show, julia's show, is in German, which I find incredibly cool. It works across different languages.

Even now, with our intro and my yammering complete, let's welcome Julia into the show. Hi, Julia. Thank you for joining me. I'm so stoked to have you here.

Julia Gruber: Hi, Stacey. Thank you.

I'm also stoked, and we came together a while ago. How did you find me originally? I've never asked you that. How did we connect originally?

Julia Gruber: Actually, Lisa Carpenter recommended you, and I think you have worked with her.

Have. I have. I used to produce her show. Very cool. That's awesome. I've always wondered. I was like, wait, how? Because as you may have recognized by the accent, not american.

Julia Gruber: Yes, exactly. I'm in Switzerland. Yeah, my mother tongue is German. But after Lisa recommended you, I started listening to your podcast, and I was immediately hooked. So I really love your podcast. And I was like, binge listening to a few episodes, and you were in the car. You were while I was cooking.

And yeah, I will say occasionally. So I have a tool that tells me when I rank on different charts in Apple podcasts, and I occasionally will rank in Switzerland, and I just assume it's you binging the. Oh, look, I know who this person is that got me on the.

Julia Gruber: Exactly. Exactly. I have recommended you already to a few people. Yeah. So I told a few friends, if they want to know about podcast strategy, they should listen to your podcast.

I love it. Well, thank you. I'm taking Switzerland by storm. All the more reason for me to come visit. I'm really excited. So we're coming together today to talk about the profitable podcaster mastermind, because we are gearing up to open the doors again. And I thought everyone's heard me blabber on about this program. I thought we'd bring you in and we could talk a little bit about what it is like on the other side, what the actual process was like.

I want to first let everybody know what your podcast is, what it's about, how it works in your business. So we have some context before we go in. So first, let everybody know the name of your show, what your podcast is about, and how it fits into your business.

Julia Gruber: Okay, so the name of the show is Dam Gluc, which means, well, I guess happy intestine or something like that.

Can we please.

Julia Gruber: Intestinal happiness. It's kind of like a double meaning because gluc can also mean luck.

Cool.

Julia Gruber: So it can mean different things. And the podcast is about intestinal health, obviously. So me and my husband, we have a business. We are selling supplements for intestinal health, like probiotics, prebiotics, some vitamins, some stuff like that. The podcast is. I'm at episode 227, so it's been going for a while.

Congratulations. That's huge.

Julia Gruber: Thank you. And I also just crossed the 500,000 downloads. So I always say, like, now I have over half a million downloads, and it sounds kind of cool.

Awesome.

Julia Gruber: Yeah, I always say it's a mix of nutrition, mindset and information about our products, obviously, and yeah, lifestyle tips, stuff like that, but all always in the context of intestinal health.

I love that. So when you decided to join us for the mastermind, what was sort of the nudge? What was the thing you were hoping to get out of it as you were sort of at that front end? What made you hit the yes, I'm in button?

Julia Gruber: Because I wanted to work with you. I have to be honest. This is not necessarily only like, I just love the way you explain stuff. And I was feeling like you have a very good eye for strategy and you can. I always find you very on point in your ideas that you give and what I only have to. I'm a little bit ashamed to admit, but I've done over 200 episodes without a clear goal, kind of. And I did, of course, sell, and I did, of course, attract people to our services, but I kind of lacked that, really focused on selling. And I think I only realized while I started listening to your podcast how important it is to actually be selling on your podcast if you want to kind of make the effort worthwhile, because it is a lot.

Julia Gruber: I mean, if you're honest, podcasting, yes, it's fun, but it's also a lot of work. And we do have a business. We want to make money with our business. So there was a time when I was like, is this effort really worth my time if I'm not selling? And so I guess that was the main goal, to really learn about how can I be more strategic and how can I be better organized? Also, because I was always the kind of last minute girl.

I'm going to jump in here because I want to normalize some things. So I want to say most of our clients, all of our clients who come in for production with us, we don't do launches anymore. We only work with podcasters who know that they want to be podcasting. So most of our clients come in, they've done at least 25 episodes. Most of them have done 50. A lot of them have done more than 100. Some of them have done more than 200. And when we come in and join them, that's the first time we're doing quarterly strategy.

Sit down. That's the first time they're thinking about, what am I selling? Okay, what do they need to know? Okay, this is the content. That's the first time that they've ever had a structural component of the dashboard. And here are the things that actually have to get done. A lot of them are either completely diying their show, and there's not really any edit happening. They're like, putting music on the front and back and shipping it, which is fine. Or they maybe have an editor, like a freelance editor that they found on fiver or upwork or in a Facebook group. That's really common, whatever the case may be.

But they're just cleaning up the audio, nothing else. And so there's not really necessarily high quality show notes. Like, there's just a podcast going out. And they're so deeply entrenched in the to dos, in just the hamster wheel of getting out an episode week after week after week after week for years and years, that it's really hard to step back and build in all of that structure, build in all of those process pieces build in that strategy component. It's really hard to step back and look at your show when you are stuck in it, just trying to get it shipped, just trying to get it delivered to your listener. So no shame. It's actually how most podcasters are doing their show.

Julia Gruber: Yeah.

Which is why I talk about it so much on my show, because there is another way, and it's nicer and it's why we had the conversation recently. I don't remember what episode it was. I'll link to it in the show notes where we talked about managing podcast Burnout because ten years in 600 plus episodes, I will tell you, it happens even with process, even with strategy, even with team support, it is a heavy lift. And there are times where you're just like, don't wanna or worse, why am I doing this?

Julia Gruber: Yeah. Or what should I talk about? Yeah, I've talked about everything already, and I'm sitting there and think like, what else could there possibly be to talk about? And I loved your episode about the podcast Burnout because I definitely had that. And there was a while where I didn't put out any new content. That was a make or break type of phase where I really had to decide, will I even continue? And it would have been kind of sad to stop because it's already been a few years, but I was very close to actually saying, I'm done.

We've got a show we've been producing where we've got a client who's like, you know what? For a little bit next year, I need to just be rereleasing stuff. I need a meaningful break because I have this other project I want to be working on, and so it's cool then we're intentionally building in. Here are the assets we can use in this break. Here's where we returned production. There are things we can do to take care of ourselves, but we have to be at least honest with ourselves that this is a big lift and that this will happen eventually. It becomes less frequent and easier to manage when we have strategy, when we're building assets, when we have these resources that we can lean on. But it's going to happen. It's just kind of part of it.

And like I said, most podcasters are just trying to get their next episode out. That's how most shows are operating is week to week, episode to episode. All that's in front of them is the next one. And that's incredibly common. Also, I've said everything I need to say already. I have nothing else to say. It's true. I said this in the program.

I say this every session in the program. I said it in Q three. I said it in Q four. I'll say it again next year. We all say, like, seven things. That's it. We each have seven things we say, and that's being generous. So honestly, I may only have three things I say, and we just have to find new and interesting ways to say them over and over again because that's kind of what it is.

That's sort of the gig, is we're finding new and interesting ways.

Julia Gruber: The funny thing is that there are so many people who have listened to so many episodes and still didn't get certain things they say, like, oh, I never realized that. And I was like, I told you.

Already a million times, I say it every week. My favorite way this happens. Well, that's not true. Maybe my most annoying way this happens is when you launch a program or you open the doors for something or you launch a new product and people sort of heard about it, but they never heard the now available carts open. Whatever. And then you'll get the email, like, months later. They're like, oh, are you actually going to open the program? Or did you start selling this product? And I'm like, where have you been? I talk about this nonstop. You're like, I say this daily.

I say it in every episode. I say it in the episode. I say it in the outra. I say it everywhere. Where have you been? But it happens. It absolutely happens. I know we got to celebrate some things in the program. For example, you saw some direct ties to, like, you did an episode and then sales went up.

I loved that. But were there any sort of moments where you were like, oh, I didn't expect this, but that was really helpful?

Julia Gruber: I couldn't really say I didn't expect this, but what was super helpful was just, like, us already mapping out a few episodes in the mastermind. And first of all, I felt, like, relieved, kind of, because it's stressful not to know what you're going to record for next week or even this week. You still don't know what you're going to. You know, you have to record it by tomorrow, but you have no idea what you're going to.

I hate that feeling, what you're going to. I've been there.

Julia Gruber: Yeah, I really hate that, too. So maybe that was a little bit unexpected. Kind of like to really realize how calming it is to know, okay, I haven't recorded them yet, but at least I know what? I'm going to record.

It's so much easier to sit down and record when it's already there. I don't also have to have an idea.

Julia Gruber: Yeah, exactly. And also, is that to have assets, like the importance to have assets to know, okay. If need be, there is something I can pull from. And I think I told you that during the time we worked together, I got sick and I couldn't record. And it was so cool to have already, like, by that time, I already had four or five episodes pre recorded. And I was like, yeah, if I hadn't had that, I would have had to pause the podcast, probably, because, yeah, what should I have done? I couldn't talk. I was coughing all the time.

And that comes up so often. And we talk a lot about being able to plan time off, and we're gearing up. Full disclosure, we're recording this in November, and so we're in height of production mode over here. As we get ready, our team closes for the last two weeks of the year. And before we leave on December 15 this year, before we all sign off, we will have all of our production clients scheduled, ready to release through the end of January. That way, nobody comes back going, oh, my God, we got to get these episodes out, because that's also a terrible feeling. And so we're in sort of, like, peak production mode. This is the closest we get to a busy season, is we're sort of getting everybody ahead.

And what's been so interesting is we sort of understand how supportive that is. Right. We're intentionally building some space in ahead of us. But what we often forget is that time where we need space that we did not plan for, where it kind of sneaks up on us. I had the flu late summer, early fall, and I was just like, Anne, am I glad my rolls the way it rolls? Because to your point, I would have had to maybe rerelease something, which even that takes me building, sitting down and figuring out what it is that can be rereleased. And sometimes the biggest win is that unplanned time off that we need when we get sick or somebody in our life needs a little extra support. I see that a lot from clients as well. We had this come up with a client over the summer where we were just like, man, am I glad we're ahead, because all of this stuff happened in her personal life in the course of a week.

There were weddings, there were babies born. There was the whole life cycle happened a week this summer for her across the generations and her family and it was like, I'm super glad that summer is already scheduled. The plan is already made because we don't have room to figure it out now. And so I'm glad that you had that opportunity to be supported by that process. As we wrapped it, were there things that you have? Because we've had some time now. We've sort of been out of the program for a little while now. Are there things that you find yourself doing a little differently now or perspectives? You're looking at episodes a little differently than before we started working together.

Julia Gruber: I mean, I definitely do structure the episodes a little bit different, I would say. And also, I really think before I record an episode about what do I want to sell? What is the call to action? It sounds very basic, but before, I have never done that.

Most people.

Julia Gruber: Yeah. So I really try to be more, let's say, deliberate about how do I also maybe even introduce things that I talk about it. Like you say in the beginning, you always make, like, a free offer and in the end a paid offer. And, yeah, I think I get also more comfortable in selling during the episode. So, yeah, that has definitely changed that.

Component of selling in episodes. We have an episode that came out. I don't know if it's out as of when we record this, but it will be out by the time this releases where we talk about calls to action. And that episode was really inspired by the fact that with nearly everyone who's been through this program with me or even a podcast strategy intensive with me, there's been this moment of like, oh, I thought I was selling with my show because occasionally I said I sell stuff. I didn't actually realize that to sell on my show, I had to be intentional, or to use your word, deliberate with where it happens and what's happening and how it ties together. And I talk about in that episode sort of the loop, how we're planting seeds and then we're tying that into our call to action because it is imperative that we be intentional, that we be deliberate, that we go into it understanding where we want to get them to go. And that's why we start with, what are we selling? What do they need to know to get there? And then that's our content is because from the very moment we decide what we're going to talk about, it's got to be tied to an outcome, not just for us, but for the listener. We don't want to drive them all the way to the store and then be like, okay, figure it out.

No, we want to get them inside and show them what's going to be beneficial for them and then help them to get to that next step. So I love that as we wrap up, because I do want to keep this brief, is there anything that you would share if somebody was asking you, hey, should I join this? Was it good? Are there any final thoughts you would want to leave for somebody asking themselves those questions?

Julia Gruber: Yeah, I mean, I would definitely recommend to join because I think if you have any questions around strategy of the podcast or how do I sell or even about tools, I mean, we could ask you anything that was around podcasts, and there are things that you just don't know, even if you've done it for a while. And I think it's always good to have your brain and your eyes on stuff because I think you do have a very good understanding of how a business works and how you can maybe tie your business strategy into what you're doing with your podcast and vice versa. That is very helpful. And just spending the time with you and being able to ask you anything, I think that is very valuable.

It's funny that you mentioned that, because we have it structured so that we do the workshop the first session of the month and then the second session of the month. We kind of cowork together. We ask questions, and for the bulk of the program, we tend to talk through kind of what we talked about in the workshop, but we always close it up. And it's funny because I'm doing the final one for Q four tomorrow. We so often have these moments of like, I just actually need to know about this tool, or like, I saw this thing in a Facebook group, and so we always leave space for those kind of questions, but we actually dedicate our last call to what are the questions we didn't answer? What are the things that are still there? Because I want it to be a space where you can just ask questions. And it's funny, even in my quarterly production calls with clients, so often it's podcast strategy. But then it's also like, hey, can I just get your opinion on this email thing I'm doing? Or I hired this person and they're giving me this opinion, how does this tie together? And it'll be kind of podcast adjacent. We want to make sure we're implementing, but oftentimes it really is questions about how it ties into the larger picture, because unfortunately, there's not a lot of podcast experts who fully want to embrace the fact that this is a fun thing to do.

This is a great way to connect with our audience. And it is an element of our larger business. This is not a hobby. This is not a thing we do for a good time. It does tie into every part of our business. And because of the workload, it is the time investment, the mental capacity investment, and, yes, the financial investment. We want to make sure it's doing what it needs to be doing. We want to make sure that it is really sitting at the center.

I had a production call with a client yesterday, and we were talking about how this is her core content. We build our strategy, and then our strategy is sent to her social team so that this is the top of the hill snowball that sort of rolls down to all of the other elements, because it is imperative that we are building that core piece so that it can feed all those other pieces, because it makes it easier. It makes all the other elements, all the other decisions easier if we first make literally any decisions anywhere. But the podcast is such a big component that that's a really meaningful place to make some big decisions. So I love that. I want to wrap this up. So I want to thank you so much for joining me. Now, your podcast is in German.

Julia Gruber: Yes.

But maybe we have some german speaking listeners. Will you let them know where to find you in case they want to check out your show?

Julia Gruber: Yeah, sure. So our website is arctisbopharma ch, and if you just go podcast, you're going to find the podcast. And otherwise, I mean, it's on all the podcast apps. If you just put in Dharmgluk, you're going to find it awesome.

And we'll, of course, have links to it in the show notes. Thank you so much, Julia, for joining me. I really appreciate you taking the time.

Julia Gruber: Thank you for having me.

I want to say again, thanks to Julia for joining me for this conversation. Because, again, I wanted you to hear from someone else. I wanted you to hear from somebody who's been through it, where there were insights. And the thing I love about Julia is she's been doing this for a while. She's had success with her show for a while. She's done more than 200 episodes. There is no point where you should have it all figured out. Your show is evolving.

Your show is shifting. Your show is changing. Your business has evolved and shifted. And so having someone in it with you to evolve it with you to get it to a place where it's serving what you need it to serve now, is really impactful. And I hope that you decide to join us for the profitable podcaster Mastermind. Again, we'll kick off for our next round in February. However, you're opening the doors right now for early bird options, meaning you can get in for the 2023 pricing. Grab your seat before we kick off in February and reserve this year's price instead of what will be January's price.

Head on over to uncommonlymore.com mastermind to see all the details, to see the call timing, all of that, and reach out. If you have any questions, I am happy to answer them. I will see you right back here next week. Have a good one. Thanks so much for listening to the show. Remember that content consumption does not make changes, so commit to doing something from today's episode. Maybe it's taking action on what we talked about. Maybe it's reaching out to me and learning more about podcast strategy intensives or what podcast production looks like with our team.

All of that is over@uncommonlymore.com. And if you haven't yet signed up for the podcast newsroom, I want to remind you that is a great next step. If you're not really sure what comes next, hang out over there. Get those exclusive private episodes. That's over@podcastnewsroom.com. And the last favor I will ask, because social proof is endlessly important for sure, is to leave a rating or review for this show. If you go to ratethispodcast.com more, that's the easiest way to do it. But I would love to hear what you thought of the show, what you think of the show, and if the show has been helpful for you, I can't wait to chat with you.

So this is just the start of the conversation. Reach out so we can keep it going. Talk soon.

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