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Mar 8, 2016 · 22m · top-founders

How To Make $500k/year Podcasting With Best Selling Author Jay Baer EP 197

Jay Baer · 12m spoken Nathan Latka · 8m spoken
0:00 / 0:00

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Nathan Latka interviews digital marketing expert and author Jay Baer, who reveals how Convince & Convert generates over $500,000 annually from B2B podcast sponsorships, scales a million-dollar keynote speaking business, and executes high-converting book launch campaigns.

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 39.8% of the talking time here. How this is scored →

Nathan as informed peer 5.2 Guest teaching 5.4 Guest disagreement 1.0 Nathan pushing back 2.0
05100:0010:0020:002:19–5:31 · Nathan as informed peer 6/10 Convince & Convert Revenue Structure and Book Launch Strategy Latka inquires about Baer's revenue mix and book launch tactics, drawing comparisons to prior guests like Gary Keller and Michael Port. Baer explains why selling direct pre-orders outperforms Amazon rank mechanics for bestseller lists.5:31–9:56 · Nathan as informed peer 6/10 Monetizing Digital Media Networks and Corporate Podcast Sponsorships Latka probes into the exact unit economics and sponsorship mechanics of Baer's podcast network. Baer breaks down his co-host sponsorship model and live host-read integration strategy.9:56–12:36 · Nathan as informed peer 5/10 Keynote Speaking, Corporate MCing, and Fee Negotiation Tactics Latka cites specific tweets and events to pin down Baer's MC rates and booking policies. Baer shares his rule on limited pro-bono gigs and using a team member as a bad cop for fee negotiations.12:36–16:23 · Nathan as informed peer 5/10 Scaling Speaking Fees from Entry Level to a Million-Dollar Business Latka pushes for specific numbers on annual speaking volume and revenue, correcting his own estimates when Baer clarifies speaking is a $1M+ business. Baer educates on the speaker pricing ladder and the distinction between keynote and workshop delivery.16:23–21:56 · Nathan as informed peer 4/10 Contact Information and Mid-Roll Sponsor HostGator The segment includes mid-roll sponsor reads and Latka's standard 'Famous Five' rapid-fire questions, with Baer answering collaboratively about sleep schedules, investments, and patience.2:19–5:31 · Guest teaching 5/10 Convince & Convert Revenue Structure and Book Launch Strategy Latka inquires about Baer's revenue mix and book launch tactics, drawing comparisons to prior guests like Gary Keller and Michael Port. Baer explains why selling direct pre-orders outperforms Amazon rank mechanics for bestseller lists.5:31–9:56 · Guest teaching 6/10 Monetizing Digital Media Networks and Corporate Podcast Sponsorships Latka probes into the exact unit economics and sponsorship mechanics of Baer's podcast network. Baer breaks down his co-host sponsorship model and live host-read integration strategy.9:56–12:36 · Guest teaching 6/10 Keynote Speaking, Corporate MCing, and Fee Negotiation Tactics Latka cites specific tweets and events to pin down Baer's MC rates and booking policies. Baer shares his rule on limited pro-bono gigs and using a team member as a bad cop for fee negotiations.12:36–16:23 · Guest teaching 7/10 Scaling Speaking Fees from Entry Level to a Million-Dollar Business Latka pushes for specific numbers on annual speaking volume and revenue, correcting his own estimates when Baer clarifies speaking is a $1M+ business. Baer educates on the speaker pricing ladder and the distinction between keynote and workshop delivery.16:23–21:56 · Guest teaching 3/10 Contact Information and Mid-Roll Sponsor HostGator The segment includes mid-roll sponsor reads and Latka's standard 'Famous Five' rapid-fire questions, with Baer answering collaboratively about sleep schedules, investments, and patience.2:19–5:31 · Guest disagreement 1/10 Convince & Convert Revenue Structure and Book Launch Strategy Latka inquires about Baer's revenue mix and book launch tactics, drawing comparisons to prior guests like Gary Keller and Michael Port. Baer explains why selling direct pre-orders outperforms Amazon rank mechanics for bestseller lists.5:31–9:56 · Guest disagreement 1/10 Monetizing Digital Media Networks and Corporate Podcast Sponsorships Latka probes into the exact unit economics and sponsorship mechanics of Baer's podcast network. Baer breaks down his co-host sponsorship model and live host-read integration strategy.9:56–12:36 · Guest disagreement 1/10 Keynote Speaking, Corporate MCing, and Fee Negotiation Tactics Latka cites specific tweets and events to pin down Baer's MC rates and booking policies. Baer shares his rule on limited pro-bono gigs and using a team member as a bad cop for fee negotiations.12:36–16:23 · Guest disagreement 1/10 Scaling Speaking Fees from Entry Level to a Million-Dollar Business Latka pushes for specific numbers on annual speaking volume and revenue, correcting his own estimates when Baer clarifies speaking is a $1M+ business. Baer educates on the speaker pricing ladder and the distinction between keynote and workshop delivery.16:23–21:56 · Guest disagreement 1/10 Contact Information and Mid-Roll Sponsor HostGator The segment includes mid-roll sponsor reads and Latka's standard 'Famous Five' rapid-fire questions, with Baer answering collaboratively about sleep schedules, investments, and patience.2:19–5:31 · Nathan pushing back 2/10 Convince & Convert Revenue Structure and Book Launch Strategy Latka inquires about Baer's revenue mix and book launch tactics, drawing comparisons to prior guests like Gary Keller and Michael Port. Baer explains why selling direct pre-orders outperforms Amazon rank mechanics for bestseller lists.5:31–9:56 · Nathan pushing back 3/10 Monetizing Digital Media Networks and Corporate Podcast Sponsorships Latka probes into the exact unit economics and sponsorship mechanics of Baer's podcast network. Baer breaks down his co-host sponsorship model and live host-read integration strategy.9:56–12:36 · Nathan pushing back 2/10 Keynote Speaking, Corporate MCing, and Fee Negotiation Tactics Latka cites specific tweets and events to pin down Baer's MC rates and booking policies. Baer shares his rule on limited pro-bono gigs and using a team member as a bad cop for fee negotiations.12:36–16:23 · Nathan pushing back 2/10 Scaling Speaking Fees from Entry Level to a Million-Dollar Business Latka pushes for specific numbers on annual speaking volume and revenue, correcting his own estimates when Baer clarifies speaking is a $1M+ business. Baer educates on the speaker pricing ladder and the distinction between keynote and workshop delivery.16:23–21:56 · Nathan pushing back 1/10 Contact Information and Mid-Roll Sponsor HostGator The segment includes mid-roll sponsor reads and Latka's standard 'Famous Five' rapid-fire questions, with Baer answering collaboratively about sleep schedules, investments, and patience.

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

0:00 · Nathan 78.8% · guest 21.2%0:00 · Nathan 78.8% · guest 21.2%3:00 · Nathan 40.2% · guest 59.8%3:00 · Nathan 40.2% · guest 59.8%6:00 · Nathan 20.8% · guest 79.2%6:00 · Nathan 20.8% · guest 79.2%9:00 · Nathan 39.7% · guest 60.3%9:00 · Nathan 39.7% · guest 60.3%12:00 · Nathan 15.9% · guest 84.1%12:00 · Nathan 15.9% · guest 84.1%15:00 · Nathan 65.2% · guest 34.8%15:00 · Nathan 65.2% · guest 34.8%18:00 · Nathan 16.3% · guest 83.7%18:00 · Nathan 16.3% · guest 83.7%21:00 · Nathan 42.7% · guest 57.3%21:00 · Nathan 42.7% · guest 57.3%
Sharpest disagreement ▶ 15:27 Baer Rejects Latka's Speaking Revenue Estimate

Baer politely but firmly rejects Latka's $500k–$600k annual revenue assumption, clarifying that his speaking business is actually around $1M.

 Hardest push from Nathan ▶ 7:27 Latka Probes the Podcast Monetization Model

Latka drills down on whether Baer uses standard CPM/ad drops like Gimlet Media or direct integrated brand partnerships.

 Biggest teaching moment ▶ 14:29 Keynotes vs Workshops Masterclass

Baer breaks down why high-paid keynote speakers focus on exploring one core idea from multiple angles rather than overstuffing presentations with excess content.

 Nathan holds their own ▶ 5:07 Latka Links Pre-Order Strategy to Michael Port

Latka demonstrates insider industry knowledge by referencing previous bestselling authors and correctly pinpointing Michael Port's book launch blueprint.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Convince & Convert Revenue Structure and Book Launch Strategy 6512 Latka inquires about Baer's revenue mix and book launch tactics, drawing comparisons to prior guests like Gary Keller and Michael Port. Baer explains why selling direct pre-orders outperforms Amazon rank mechanics for bestseller lists.
Monetizing Digital Media Networks and Corporate Podcast Sponsorships 6613 Latka probes into the exact unit economics and sponsorship mechanics of Baer's podcast network. Baer breaks down his co-host sponsorship model and live host-read integration strategy.
Keynote Speaking, Corporate MCing, and Fee Negotiation Tactics 5612 Latka cites specific tweets and events to pin down Baer's MC rates and booking policies. Baer shares his rule on limited pro-bono gigs and using a team member as a bad cop for fee negotiations.
Scaling Speaking Fees from Entry Level to a Million-Dollar Business 5712 Latka pushes for specific numbers on annual speaking volume and revenue, correcting his own estimates when Baer clarifies speaking is a $1M+ business. Baer educates on the speaker pricing ladder and the distinction between keynote and workshop delivery.
Contact Information and Mid-Roll Sponsor HostGator 4311 The segment includes mid-roll sponsor reads and Latka's standard 'Famous Five' rapid-fire questions, with Baer answering collaboratively about sleep schedules, investments, and patience.

Statements from this episode (12)

Disclosure
Baer: Convince & Convert Revenue Splits Evenly Across Speaking, Media, and Consulting
“Convince and convert my company actually has three lines of business that are of almost equal size, Nathan, and that's not unintentional, right? So the speaking side is about a third, the sponsorship side, which is corporate sponsors. We have 21 corporate spon…”
Jay Baer Mar 8, 2016 ▶ 2:31
Assertion Not checkable as stated
Jay Baer Pre-Sold 10,155 Book Copies Directly Prior to Launch
“And we sold now as of five minutes ago, 10,155 books directly. The book doesn't come out for a month.”
Jay Baer Mar 8, 2016 ▶ 3:37
Assertion Not checkable as stated
Baer: Convince & Convert generates 4M annual blog visitors and 312 podcasts
“And now we have four million people a year on our blog. We do 312 podcasts a year. We do 630 blog posts a year.”
Jay Baer Mar 8, 2016 ▶ 6:25
Disclosure
Baer: Convince & Convert charges podcast co-host sponsors $3,000 monthly
“For each sponsor for that show, it's three grand a month.”
Jay Baer Mar 8, 2016 ▶ 7:30
Disclosure
Baer: Convince & Convert launches podcasts only at $80K-$100K annualized revenue
“So, so for shows like that, for all of our podcasts, essentially we'll launch them. If our annualized revenue is, you know, 80 to a 100,000 dollars and we use that revenue to produce the show and market the show.”
Jay Baer Mar 8, 2016 ▶ 7:47
Insight
Baer: Live host-read podcast ads are more persuasive than recorded drops
“I just think it's more powerful, more persuasive if the host does the read live.”
Jay Baer Mar 8, 2016 ▶ 9:07
Insight
Baer: High-Level Professional Speakers Should Never Negotiate Their Own Fees
“If you're a speaker at a certain level, you don't negotiate your own stuff because it just sort of brings you down into the muck. And so you're like, look, get a, get somebody who can be bad cop on your team to negotiate.”
Jay Baer Mar 8, 2016 ▶ 11:42
Assertion Not checkable as stated
Jay Baer: 3-Day Corporate MC Engagements Command Around $75,000
“But I think when we do that kind of MC stuff you know, for a three day gig like that, it might be 75 grand like that.”
Jay Baer Mar 8, 2016 ▶ 11:58
Insight
Baer: Keynotes Explore One Topic Five Ways While Workshops Overstuff Content
“The thing is keynote speakers have the confidence to talk about one thing for an hour, but talk about it in five different ways. Workshop speakers who don't get paid very much feel the need to talk about five different things and they overstuff their presentat…”
Jay Baer Mar 8, 2016 ▶ 14:36
Disclosure
Jay Baer: Speaking enterprise generates about $1 million annually
“No, it's probably one point, it's about a million dollar business.”
Jay Baer Mar 8, 2016 ▶ 15:28
Disclosure
Baer: Live keynote fee is $20,000 to $25,000 per event
“For live events between 20 and 25 grand.”
Jay Baer Mar 8, 2016 ▶ 15:43
Disclosure
Jay Baer Was an Early Angel Investor in Buffer
“And I was one of the very first investors in buffer.”
Jay Baer Mar 8, 2016 ▶ 19:14
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