Podcast Summary: Advisor Marketing Made Simple

Episode: Advice Line: How to Grow A Podcast That’s Already Converting (Jesse Cramer)
Hosts: Taylor Schulte & Kendra Wright
Guest: Jesse Cramer (Cobblestone Capital Advisors, Best Interest blog, Personal Finance for Long Term Investors podcast)
Release: September 3, 2025

Episode Overview

This Advice Line episode addresses a common, but high-quality problem: How can a financial advisor with a successful, client-converting podcast expand their reach and grow their audience even further? Jesse Cramer, who already oversees ~$80M in client assets and manages a podcast pulling in over 12,000 downloads per month, seeks the hosts’ input on two fronts: fueling the top-of-funnel (audience growth) and systematically leveraging his media ecosystem to drive more business. Taylor and Kendra deliver tactics for focused top-of-funnel marketing, networking, competitive positioning, and actionable “next steps” — especially tailored for advisors ready to ramp up rather than start from zero.

Key Discussion Points & Insights

1. Identifying the Ideal Audience

• Jesse’s Target Clients: He describes three main archetypes:
  • Type A business owners or executives with complex income.
  • “Mom and pop” pre-retirees (5 years or less from retirement, ideally $1.5M+ in assets).
  • Hardcore DIYers who never thought they’d hire an advisor but now see value.
• Conversion Reality: Most conversions come from “mom and pop” pre-retirees and DIYers, with about two-thirds from the former.
• Pain Point Clarity: Major client anxieties include:
  • “Do I have enough to retire?”
  • “Will I run out of money?”
  • “What’s this ‘tax time bomb’ everyone keeps warning about?”
    (“It’s like a bad dream. I just know it’s lurking out there.” – Jesse, 06:17)

2. Podcast Metrics & Current Funnel

• Traffic & List: 12,000 downloads/month (July record), 20,000 blog visits/month, 4,000+ on the email list (~75% open rate).
• CTAs: Jesse uses subtle professional nods, story mentions, newsletter sign-ups, and occasional deeper dives (never a direct “book a call now”).
• Content Inspiration: Mostly listener-driven. Frequent AMA episodes surface common questions and pain points, fueling highly relevant topics.

3. What’s Working for Growth?

• Cross-Promotions: Tight integration between blog, newsletter, and podcast (“connective tissue everywhere” – Jesse, 10:22).
• Podcast Guesting: Regular appearances—especially a recurring spot on Stacking Benjamins; also occasional smaller shows.
• Areas for Expansion: Uncertainty about whether to focus on finance-only podcasts or branch out to lifestyle/retirement/longevity shows.

4. Discovery Problem & Top-of-Funnel Frustrations

• Jesse and hosts agree: In podcasting, “discovery is a slow crawl” (Taylor, 13:41).
• Jesse wonders if alternative approaches (like paid Facebook ads) are viable ways to pour “gasoline on the fire.”
• Also flags a disconnect: His successful national media isn’t leveraged in his local market, especially among COIs (centers of influence).

5. Strategies for More Effective Podcast Growth

Guest Podcasting: Making It Systematic

• Taylor: Guesting is “probably the most effective way to grow the show,” but targeting is crucial. Aim for podcasts with significant overlap to your ideal client base.
• Don’t just appear—be intentional. “Every time I weave in my show organically as I talk, I see an uptick in subscribers.” (Taylor, 19:38)
• Use show reviews on Apple Podcasts as a proxy for audience size (Taylor, 21:51).
• Consider ramping up to two or even four guest appearances monthly, and ask: “What needs to change in your process to make this possible?” (Kendra, 22:13)

Thoughtful Podcast Networking

• Become a “COI networker” for podcasters: build genuine relationships by giving value first (suggest inviting other podcast hosts to events or masterminds).
• Leverage your existing reach: write “Top 10 Podcasts” lists, highlight platforms/tools you love, and provide value to those you’d like to connect with (Taylor, 27:55).
• “I love building relationships... Really, truly ask: ‘How do I add value to that person and build a relationship?’” (Kendra, 22:56)

Lead Magnets & Newsletter Integration

• Jesse recently switched to a much more effective lead magnet using Kit, which greatly improved email capture—needs to promote it more consistently.

Technical Tweaks

• Recommendation: Always offer podcast links for multiple platforms (Apple, Spotify, YouTube) in blog posts—don’t rely solely on a Spotify embed (Taylor, 36:53).
  • “If I’m not a Spotify user, I’m not clicking on that” (Taylor).

Additional Tactics

• Consider COIs and local relationships: Make it known you have a successful podcast (mention in your email signature, work it into conversations as a credibility builder, 35:06).
• For DIY “never-hire-an-advisor” listeners: It’s difficult to drive referrals through explicit asks—better to focus on providing massive value, which naturally leads to recommendations.

Notable Quotes & Memorable Moments

• On Differentiating the Audience:
  “Whereas maybe the more mom and pop style that I talk about is someone who says, I know I have to save, and I’ve saved for 40 years, and now I’ve got this $3 million nest egg. When you say Roth conversion, I don’t know what you mean. … Whereas the hardcore DIYers, they know what those things are.”
  — Jesse (03:25)

• On Client Motivations:
  “Do I have enough to pull the trigger today? Can you help me feel more confident that I’ll never run out of money? …I just know (the tax issue is) lurking out there.”
  — Jesse (06:00)

• On Guesting Effectiveness:
  “I’d argue that’s probably the most effective way to grow the show. The hard part is getting onto the show and getting onto a show where your ideal client lives.”
  — Taylor (17:58)

• On Building Networking Momentum:
  “It’s not just like building the relationship with a journalist, but it’s like, they have a job to do and how can I help them? How can I make their job even easier?”
  — Taylor (28:29)

• On Owning What You Create:
  “If I just focus on creating really high-quality content... who cares what else they go and listen to? They’re always going to come back and listen to my show because I put so much time and energy into it.”
  — Taylor (31:06)

Timestamps for Important Segments

• Ideal Client Exploration & Archetypes: 01:00 – 05:32
• Client Pain Points: 06:00 – 06:30
• Podcast Metrics & Funnel Details: 06:40 – 13:15
• Content Generation Process: 09:25 – 10:08
• Effective Growth Efforts So Far: 10:12 – 11:00
• Discovery Bottleneck and Guesting: 13:41 – 17:58
• Building a Systematic Guesting Process/Networking: 22:13 – 24:39
• Lead Magnet Success & Media Networking Takeaways: 24:39 – 26:28
• Referral Loops, COIs, and Calls to Action: 33:20 – 37:53
• Technical Adjustments – Podcast Links: 36:53 – 38:32
• Action Steps & Jesse’s Reflections: 38:35 – 39:55

Action Items & Advice Recap

Top of Funnel:

• Systematize guest podcasting and target shows with your ideal listener.
• Network intentionally with other podcasters—give value, build relationships.
• Experiment with content lists and tools highlights to build goodwill and connections.

Middle of Funnel:

• Keep letting audience questions drive content (especially detailed AMAs).
• Keep newsletter nurture strong—promote lead magnets more consistently.

Bottom of Funnel:

• Sharpen your calls to action; don’t be shy about spelling out how to work with you.
• Use multi-platform podcast links everywhere you mention your show.

Final Takeaways

Jesse’s “problem” is a blessing: his content and funnel convert, but visibility is the bottleneck. The keys are focus, systematization, and relationship-building—especially via guesting on other relevant shows, cross-promotion, and targeted networking. Don’t dilute the funnel with misaligned audiences; concentrate on the pockets where your future fans (and clients) already pay attention.

“Your funnel is actually already doing some remarkable work for you... This is a really beautiful platform. It’s also a really challenging platform. And honestly, there’s a lot of podcasters who … don’t even have a middle of funnel or bottom funnel working. So you’re two-thirds of the way there, man.”
— Kendra (40:59)

For financial advisors with podcasts: If you’ve solved conversion, it’s time to invest discipline and creativity in top-of-funnel growth—with a mindset of giving, connecting, and constant refinement.