The Side Hustle Show – Episode 708
How I Turned Public Domain Radio into a 6-Figure Business
Guest: Cheyenne Bullock, founder of DomesticDaydreams.com
Date: November 20, 2025
Host: Nick Loper (with co-host Jason)

Episode Overview

This episode dives into how Cheyenne Bullock built Domestic Daydreams—a six-figure membership business—by blending nostalgic public domain radio shows with actionable cleaning routines. Cheyenne explains the journey from her first public domain publishing venture to a vibrant paid community that delivers daily cleaning motivation for busy homemakers using vintage radio. The episode is packed with creative marketing tactics, practical content production tips, retention strategies, and insights for anyone wanting to turn their own quirky ideas into a thriving membership business.

Key Discussion Points & Insights

1. The Spark: Combining Passions & Public Domain Content

• Origins: Cheyenne was inspired by a Side Hustle Show episode about public domain book publishing and Tim Ferriss’ advice from The 4-Hour Workweek to leverage public domain works for business.
• Unique Offer: She combined her love of 1950s culture, experience with vintage radio, and personal struggle with cleaning into an audio membership: "Six private podcast episodes a week, mostly old public domain radio shows, with interspersed cleaning routines and instructions." (02:02)
• Early Validation: Used her existing homeschooling and mom audience from her first business to test the idea via Instagram giveaways, quickly realizing, "People loved it. The post did really, really [well] ... everyone was like, oh my gosh, this is an absolute game changer." (03:56)

2. Building the Brand and Getting Traction

• From Side Project to Standalone Brand: Cheyenne spun Domestic Daydreams out as a new Kajabi-powered website, logo, and Instagram account. Growth was immediate: "We grew to like 25,000 followers within a month." (05:19)
• Monetization: The new membership revenue replaced her income from the first business almost immediately: "Within the first, I think three weeks to a month, it had replaced a good chunk of my income." (05:51)

3. Content & Marketing Strategies

• Instagram Reels Domination: "It was reels ... they were really pushing reels. So I would post a reel every single day." (06:33)
• Lead Magnet Tactics: Every post directed followers to comment a keyword to receive free sample episodes, funneling them onto her email list. “Every single Instagram post needs to go to the lead magnet, which captures their email.” (07:48)
• Automation: ManyChat replaced hours of manual outreach: "I'd get blocked by Instagram … Manychat has been amazing." (09:14)
• Follow-Up & Email: Cheyenne has a highly optimized welcome sequence and regular newsletters: “I have an automatic email flow ... and I turned those [high-converting] into my welcome sequence.” (10:13)
• Retargeting: Focuses solely on retargeting ads because her organic reach on Instagram and the blog is so strong: “I only do retargeting ads ... retarget anyone who has interacted with my website ... and it retargets them with the membership offer.” (12:18)
• Sales Page Secrets: Features honest competitor comparison videos on the offer page, inspired by They Ask, You Answer: "Making sure that you have honest comparisons ... even suggest when the competitors would be a better option." (13:16)

4. Retention, Churn, and Content Overload

• Retention: “If people are going to cancel, they'll usually cancel within the first 30 to 45 days ... I think I have about a 5% retention rate. So most people ... will stay for at least a year." (16:42)
• Lesson: Too much content overwhelms members: "I tried to load so much ... it actually really overwhelmed people. So I dialed it back" (16:42)

5. Volume Beats Perfection: Content Production & Ideation

• Cheyenne's Main Advice: "Quantity leads to quality ... you can't predict quality." (18:28)
• Posting Frequency: Started posting 3x/day to increase the chances of 'hit' content: “When I was posting one a day, it took 15 days to have a hit. When I'm posting three times a day, that happens a lot sooner.” (20:55)
• Content Ideas: Mixes keyword research (Answer the Public, YouTube/Pinterest auto-suggest) with inspiration from other niches. "Between those two, I never really run out of ideas of what to post." (21:10)
• Content Repurposing Machine: Converts daily reels into blog posts, podcasts, YouTube videos—using Descript and ChatGPT for fast transcription, editing, and expansion. "I'll take that [podcast] transcript ... and have it turn it into a blog post for me." (24:13, 38:15)

6. Workflow, Tools & Tech

• Platform Stack:
  • Kajabi: Website, membership, and email—keeps it simple and consolidated. (39:09)
  • ManyChat: Instagram/FB DM automation for lead magnet delivery. (09:14)
  • Descript: For podcast editing, transcription, and faster repurposing. (38:14)
  • Instagram Edits App: Simpler editing and easy re-exports.
  • PinClicks: Pinterest keyword research. (25:23)
• Batching & Dripping Content: "Once I created a ton ... I set them to drip on Kajabi ... So when they join, they’ll get the first month already loaded in there ... and those are usually ones that I’ve edited forever ago now." (34:53)
• Innovative Access: Branded QR-code magnets for easy member dashboard access. (36:42)
• Tools for Scaling: "I will record a different ending [for ad use]. So ... for my ads, I want them to click the link." (41:19)

7. Traffic Channels: Blog, Pinterest & Ads

• Pinterest: Repurposes video and static pins. "I get ... 100 and something thousand views a month on Pinterest ... I still get sales ... it does compound ... Pinterest tends to be a little bit more steady." (28:02)
• Ads: All about retargeting. Target cost per acquisition: "$17 to $20 per purchase. Since it is recurring ... usually have like at least a three for what is called my ROAS." (29:48)
• Advice for Scaling: Don’t rely solely on organic, “look into learning ads so you can recapture and retarget those people that have interacted with your content." (31:15)

8. Digital Products & Upsells

• Printables: Sells standalone cleaning routine printables, marketed as order bumps or direct posts. (41:34)
• Sales Techniques: “...upsell them ... it has an option for either an order bump ... That helps me get that great return on ad spend." (41:34)

9. Time Management & Systems

• Daily Workflow: About 3 hours/day for daily operations, plus batching days for content creation/editing. "It takes me about 20 minutes to schedule the three reels ... an hour and 10 minutes ... to turn three reels ... into blog posts ..." (45:06)
• All In-House: Everything is done by Cheyenne, with recent help from her now-at-home husband. (47:31)

10. Making an Impact

• Most Surprising Result: The emotional and practical impact on families and homemakers. "It still humbles me every day when I get emails ... saying how much it has changed their lives ... how much it has helped their relationships." (48:08)

Notable Quotes & Memorable Moments

• "People loved it ... this is an absolute game changer. This is what I've needed the whole time. I've tried every cleaning routine out there and none of them worked. This did."
  — Cheyenne Bullock (03:56)

• "Quantity leads to quality ... what I've done recently is I've started posting three times a day ... every like 15 or so posts, I'll have a hit."
  — Cheyenne Bullock (18:28, 20:55)

• "Success really is predictable with enough consistency and effort. And I used to think it was luck ... but luck never really did it for me. It was just consistency and a ton of doing the output, doing the reps."
  — Cheyenne Bullock (27:24)

• "I dialed it back, focused just on the routines, the things that would help them, and my retention rate is actually really good."
  — Cheyenne Bullock (16:42)

• "Make sure marketing is your number one focus, like every day ... just don't overthink it. ... The answer is simple yet hard. Usually whatever the problem you feel like you're experiencing is, it's a simple answer. Do more of what's working. But doing more is hard."
  — Cheyenne Bullock (50:43)

• "[Kajabi] ... was most cost effective and honestly most easy for me to be able to just do it all in one platform and not have to stress too hard about bouncing between different platforms."
  — Cheyenne Bullock (39:09)

Important Timestamps

• Cheyenne’s background & first public domain business: 02:45
• How the cleaning radio membership works: 01:38 – 02:20
• Audience-building and viral Instagram strategy: 03:56 – 05:39
• Email automation and lead capture strategy: 07:48 – 09:59
• Sales funnel & monetization: 09:59 – 12:39
• Competitor comparison on sales page: 13:09
• Retention rates and content overwhelm: 16:42
• Advice: Quantity & learning from the algorithm: 18:28 – 20:56
• Keyword/content ideation system: 21:10 – 23:26
• Content repurposing workflow: 23:31 – 25:06, 38:14
• Pinterest as secondary traffic/steady sales: 28:02 – 29:28
• Paid ads & retargeting: 29:48 – 31:15
• Membership content batching & access: 34:48 – 36:42
• Tools: ManyChat, Kajabi, Descript, Edits, PinClicks: 09:14, 39:01, 40:59
• Digital products as upsells: 41:34 – 43:24
• Cheyenne’s daily workflow: 45:06 – 47:42
• Human impact and testimonials: 48:08

Key Takeaways for Listeners

• Start with a Unique Angle: Look for intersections between what you love, what people need, and what assets you can leverage for free (like public domain works).
• Relentless Content Production: More content creates more surface area for discovery. Don’t let perfectionism or fear of “algorithm failure” slow you down.
• Lead Magnet Discipline: Route all your organic content to a tightly-aligned lead magnet and nurture relentlessly.
• Retarget for Recurring Revenue: Use retargeting ads instead of cold traffic if your organic content engine is strong.
• Honor Your Members’ Bandwidth: Too much bonus content can overwhelm; minimal, steady, on-point content delivers better retention.
• Repurpose Everything: Create once, repurpose into blog posts, podcasts, pins, and videos with smart use of tools.

Resources Mentioned

• Domestic Daydreams
• radio.domesticdaydreams.com/links
• Tools: Kajabi, ManyChat, Descript, Instagram Edits App, PinClicks, ChatGPT

Cheyenne’s Final Tip for Side Hustle Nation

"Make sure marketing is your number one focus, like every day...and just don't overthink it. ... Do more of what's working. But doing more is hard. So make that happen." (50:43)

For full links and more, check DomesticDaydreams.com and follow Cheyenne on Instagram at @domesticdaydreams.