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Dec 22, 2017 · 18m · top-founders

881 He's Helping Other Podcasters Launch for $5-10k

Doug Sandler · 11m spoken Nathan Latka · 6m spoken
0:00 / 0:00

gold bands on the timeline = statements, start to end. Hover to read, click to jump. CC turns on captions

In this episode, Nathan Latka interviews Doug Sandler, founder of Turnkey Podcast Company, exploring how he builds high-margin agency revenue by turning podcast interviews, books, and keynote speaking engagements into high-ticket client acquisition channels.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Nathan holds 36% of the talking time here. How this is scored →

Nathan as informed peer 3.6 Guest teaching 2.4 Guest disagreement 1.4 Nathan pushing back 2.4
05100:0010:001:13–4:41 · Nathan as informed peer 5/10 Introducing Doug Sandler and Turnkey Podcast Company Nathan shows strong podcasting domain knowledge regarding file delivery, Libsyn scheduling, and ad insertion. He also pushes Doug to be specific about his client intake criteria.4:41–7:14 · Nathan as informed peer 4/10 Production Company Scaling and Operations Nathan breaks down Doug's client count and episode volume to deduce weekly cadence. The tone is highly collaborative and collegial.7:14–11:04 · Nathan as informed peer 3/10 Nice Guys on Business and Guest Monetization Strategy Doug educates Nathan and the audience on his monetization philosophy, explaining that his guest in the hot seat is his true sales prospect rather than the listening audience.11:07–16:14 · Nathan as informed peer 4/10 Sponsor Message: ProsperWorks CRM Following an ad read, Nathan explores Doug's speaking fees and book bundling strategies, asking clarifying questions on speaker bureau minimums and back-of-room sales.16:14–18:03 · Nathan as informed peer 2/10 The Famous Five Questions Nathan goes through the standard rapid-fire questions, quickly pressing for clarity when Doug gives a confusing answer about his marital status and children's ages.1:13–4:41 · Guest teaching 2/10 Introducing Doug Sandler and Turnkey Podcast Company Nathan shows strong podcasting domain knowledge regarding file delivery, Libsyn scheduling, and ad insertion. He also pushes Doug to be specific about his client intake criteria.4:41–7:14 · Guest teaching 1/10 Production Company Scaling and Operations Nathan breaks down Doug's client count and episode volume to deduce weekly cadence. The tone is highly collaborative and collegial.7:14–11:04 · Guest teaching 5/10 Nice Guys on Business and Guest Monetization Strategy Doug educates Nathan and the audience on his monetization philosophy, explaining that his guest in the hot seat is his true sales prospect rather than the listening audience.11:07–16:14 · Guest teaching 3/10 Sponsor Message: ProsperWorks CRM Following an ad read, Nathan explores Doug's speaking fees and book bundling strategies, asking clarifying questions on speaker bureau minimums and back-of-room sales.16:14–18:03 · Guest teaching 1/10 The Famous Five Questions Nathan goes through the standard rapid-fire questions, quickly pressing for clarity when Doug gives a confusing answer about his marital status and children's ages.1:13–4:41 · Guest disagreement 1/10 Introducing Doug Sandler and Turnkey Podcast Company Nathan shows strong podcasting domain knowledge regarding file delivery, Libsyn scheduling, and ad insertion. He also pushes Doug to be specific about his client intake criteria.4:41–7:14 · Guest disagreement 1/10 Production Company Scaling and Operations Nathan breaks down Doug's client count and episode volume to deduce weekly cadence. The tone is highly collaborative and collegial.7:14–11:04 · Guest disagreement 2/10 Nice Guys on Business and Guest Monetization Strategy Doug educates Nathan and the audience on his monetization philosophy, explaining that his guest in the hot seat is his true sales prospect rather than the listening audience.11:07–16:14 · Guest disagreement 2/10 Sponsor Message: ProsperWorks CRM Following an ad read, Nathan explores Doug's speaking fees and book bundling strategies, asking clarifying questions on speaker bureau minimums and back-of-room sales.16:14–18:03 · Guest disagreement 1/10 The Famous Five Questions Nathan goes through the standard rapid-fire questions, quickly pressing for clarity when Doug gives a confusing answer about his marital status and children's ages.1:13–4:41 · Nathan pushing back 3/10 Introducing Doug Sandler and Turnkey Podcast Company Nathan shows strong podcasting domain knowledge regarding file delivery, Libsyn scheduling, and ad insertion. He also pushes Doug to be specific about his client intake criteria.4:41–7:14 · Nathan pushing back 2/10 Production Company Scaling and Operations Nathan breaks down Doug's client count and episode volume to deduce weekly cadence. The tone is highly collaborative and collegial.7:14–11:04 · Nathan pushing back 2/10 Nice Guys on Business and Guest Monetization Strategy Doug educates Nathan and the audience on his monetization philosophy, explaining that his guest in the hot seat is his true sales prospect rather than the listening audience.11:07–16:14 · Nathan pushing back 3/10 Sponsor Message: ProsperWorks CRM Following an ad read, Nathan explores Doug's speaking fees and book bundling strategies, asking clarifying questions on speaker bureau minimums and back-of-room sales.16:14–18:03 · Nathan pushing back 2/10 The Famous Five Questions Nathan goes through the standard rapid-fire questions, quickly pressing for clarity when Doug gives a confusing answer about his marital status and children's ages.

speaking balance: gold is Nathan, purple is the guest (3 minute bins)

0:00 · Nathan 59.6% · guest 40.4%0:00 · Nathan 59.6% · guest 40.4%3:00 · Nathan 25.6% · guest 74.4%3:00 · Nathan 25.6% · guest 74.4%6:00 · Nathan 24.8% · guest 75.2%6:00 · Nathan 24.8% · guest 75.2%9:00 · Nathan 31.1% · guest 68.9%9:00 · Nathan 31.1% · guest 68.9%12:00 · Nathan 40% · guest 60%12:00 · Nathan 40% · guest 60%15:00 · Nathan 23.5% · guest 76.5%15:00 · Nathan 23.5% · guest 76.5%18:00 · Nathan 88.9% · guest 11.1%18:00 · Nathan 88.9% · guest 11.1%
Sharpest disagreement ▶ 13:51 Doug rejects book swap negotiation framing

Doug firmly shuts down Nathan's hypothetical pitch about waiving speaking fees in exchange for book bulk buys, explaining he charges full fee plus books.

 Hardest push from Nathan ▶ 2:57 Nathan demands concrete qualification details

Nathan cuts through Doug's broad generalities about client selection to demand exact criteria listeners can evaluate themselves against.

 Biggest teaching moment ▶ 10:09 Doug reframes podcast monetization around guests

Doug breaks down why download figures do not matter compared to turning the interviewee in the guest chair into a high-ticket client.

 Nathan holds their own ▶ 4:10 Nathan demonstrates full podcast production workflow expertise

Nathan reels off the exact technical steps of audio editing, pre/mid/post-roll dynamic ads, and Libsyn scheduling before Doug can explain it.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Introducing Doug Sandler and Turnkey Podcast Company 5213 Nathan shows strong podcasting domain knowledge regarding file delivery, Libsyn scheduling, and ad insertion. He also pushes Doug to be specific about his client intake criteria.
Production Company Scaling and Operations 4112 Nathan breaks down Doug's client count and episode volume to deduce weekly cadence. The tone is highly collaborative and collegial.
Nice Guys on Business and Guest Monetization Strategy 3522 Doug educates Nathan and the audience on his monetization philosophy, explaining that his guest in the hot seat is his true sales prospect rather than the listening audience.
Sponsor Message: ProsperWorks CRM 4323 Following an ad read, Nathan explores Doug's speaking fees and book bundling strategies, asking clarifying questions on speaker bureau minimums and back-of-room sales.
The Famous Five Questions 2112 Nathan goes through the standard rapid-fire questions, quickly pressing for clarity when Doug gives a confusing answer about his marital status and children's ages.

Statements from this episode (11)

Disclosure
Turnkey Podcast charges $5k-$10k for setup plus $75-$350 per episode
“We charge a one-time fee depending on how much startup and how much setup that we're doing anywhere between five and 10 grand to start them through the process. And then we charge them again, based upon the amount of time and energy and effort that we're putti…”
Doug Sandler Dec 22, 2017 ▶ 3:52
Disclosure
Turnkey Podcast has 12 clients paying $5k to $10k per launch
“We started this about six months ago. We have a dozen clients. We have a dozen clients right now. So, you know, you can do the math anywhere between five and 10 grand per, per launch for them.”
Doug Sandler Dec 22, 2017 ▶ 4:57
Prediction Not checkable as stated
Sandler: Turnkey Podcast targets $500k in 2018 sales
“Our goal in 2018 is to do a half a million in, in sales.”
Doug Sandler Dec 22, 2017 ▶ 5:13
Disclosure
Sandler: Turnkey will cap agency capacity at 30 to 35 clients
“I would say that we're probably going to top out Around 30, 35 customers that we feel like we can handle with the team. Nothing is outsourced. We all do. We do everything in house.”
Doug Sandler Dec 22, 2017 ▶ 6:03
Assertion Not checkable as stated
Sandler: 'Nice Guys on Business' gets 4,000-5,000 downloads per episode in six months
“If you release an episode today and give it six months, we'll have four to 5000 downloads for that episode.”
Doug Sandler Dec 22, 2017 ▶ 8:44
Assertion Not checkable as stated
The Nice Guys on Business podcast averages 100,000 monthly downloads
“I could have a 100,000 listeners, which is about average for what our monthly volume is, a 100,000 downloads.”
Doug Sandler Dec 22, 2017 ▶ 9:48
Disclosure
Sandler monetizes his podcast by converting guests into clients, not audiences
“My audience is not where I'm making my money. I'm making my money from my guests that are sitting next to me.”
Doug Sandler Dec 22, 2017 ▶ 11:00
Disclosure
Sandler sells several thousand books yearly via keynotes, outperforming Amazon
“I sell more going out to speaking engagements than I sell through Amazon. So I would say several thousand a year I sell through speaking engagements just because my keynote audiences are the ones that buy my book.”
Doug Sandler Dec 22, 2017 ▶ 13:02
Disclosure
Sandler charges $5,000 to $10,000 per keynote speaking engagement
“Anywhere between five and 10 grand right now.”
Doug Sandler Dec 22, 2017 ▶ 13:40
Prediction Not checkable as stated
Sandler expects to complete 30 to 40 speaking gigs in 2017
“I would, let's say 30, 35. I think I'll probably do closer to 40 this year, but let's just say.”
Doug Sandler Dec 22, 2017 ▶ 14:51
Assertion Not checkable as stated
Elite speaking bureaus refuse to represent Sandler due to his lower fees
“A lot of the speaking agencies do not want to talk to me. Washington Speakers Bureau and the elite power groups of.”
Doug Sandler Dec 22, 2017 ▶ 15:24
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