Laura Rupsis is a National Board Certified Health and Wellness Coach, Certified Personal Trainer and CrossFit Coach, Admissions Director and staff coach for the Primal Health Coach Institute and co-host of the podcast Health Coach Radio. This is all in addition to re-starting her private coaching business CoachLaura.FIt after her recent move from Illinois to Florida. Laura has been a practicing Health Coach for 9 years. She stumbled into health coaching after navigating her way through years of chronic health issues. She made a complete career change to health and fitness coaching after 25 years in finance. Health Coach Radio has been an incredibly rewarding experience as a way to support other health coaches in their journey. 

Topics we covered:

  • How to seamlessly and strategically integrate your podcast into your business
  • Navigating podcast hurdles while maintaining your integrity
  • The ways podcasting can elevate your brand credibility
  • How to overcome writer’s block when it comes to your podcast episodes

This episode is brought to you by “Podcast Accelerator Challenge“. I’ve been using podcasting as a powerful business growing tool for years. Nothing is more powerful than podcasting for help businesses grow. If you’re tired of playing roulette with your ad dollars and frustrated with algorithms constantly changing on social media platforms, the only thing that has changed about podcasting is the popularity of the platform.

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Select Links from the Episode:

Show Notes:

  • (02:08) How does Health Coach Radio fit into the Primal Health Coach Institute ecosystem?
  • (03:38) How health coaches can grow their business using a podcast by becoming a resource for their target audience
  • (04:34) Why it’s important to bring on guests who are practicing health coaches in the field and the tremendous value they provide their audience
  • (06:36) What made you decide to choose a co-host set up as opposed to a singular host for the podcast?
  • (08:31) How Laura and Erin managed the common issue of speaking over each other during interviews
  • (09:44) The vital role video plays for their podcast as co-hosts
  • (11:05) Why Health Coach Radio has opted for YouTube videos of their podcast to diversify their social media reach
  • (15:59) Working through the struggle of landing great guests for the podcast
  • (16:50) How to qualify guests that best fit your podcast audience
  • (17:35) Knowing when to get technical help for your podcast
  • (19:22) Striking a balance between providing value and doing business on your podcast
  • (20:57) Elevating their brand credibility and reach successfully through their podcast
  • (22:52) Staying true to their core values all whilst providing free education to podcast listeners
  • (24:21) Why maintaining your individuality is essential to standing out in your industry
  • (26:32) Why podcasting was the next logical step for their business in today’s fast-paced society
  • (27:42) What you need to do when you’ve run out of ideas for your podcast episodes
  • (28:17) When you know it’s time to restructure your podcast altogether
  • (30:46) How words can really hurt your podcast if not used correctly


Cliff Duvernois: Today’s episode is brought to you by podcast pipeline. We’ll take care of all your podcast production so you can focus on your business. Visit us at 

Cliff Duvernois: Hey, the world changers and welcome to another episode of Entrepreneurs on Podcasting. Today’s guest is a national board certified health and wellness coach certified personal trainer, CrossFit, coach admissions, director and staff coach.

Cliff Duvernois: For the primal health coach Institute and co-host of the podcast health coach radio. This is all in addition to restarting her private coaching business coach After her recent move from Illinois to Florida where it’s nice and toasty warm. Laura has been practicing health coaching for nine years.

Cliff Duvernois: She stumbled into health coaching after navigating her way through years of chronic health issues, she made the complete career change to health of fitness coaching. After 25 years in finance health coach radio has been an incredibly rewarding experience as a way to support other health coaches in their.

Cliff Duvernois: Please help me in welcoming to the show, the host of what health coach radio podcast, Laura Rupsis. Laura, how are you?

Laura Rupsis: I’m great. How are you cliff?

Cliff Duvernois: I’m doing well. Thank you for a asking. And I think for our audience, I do wanna take a quick second here and just mention that you actually co-host the health coach radio podcast with Erin powers, but due to a scheduling conflict, she wasn’t able to make it today.

Cliff Duvernois: So, uh, hopefully sometime in the future, we can have both of you on the podcast, cuz that would be wonderful.

Laura Rupsis: That would be great.

Cliff Duvernois: Yes. Why don’t you share with us a little bit more about what your, what your business is about?

Laura Rupsis: So in, in terms of the podcast, what we’re supporting is the work of health coaches and our, the school that I am on staff for the primal health coach Institute, they are the quote unquote sponsor of our podcast. And so it’s about first of all, educating. Training resourcing, supporting folks that want to go to business as a health, fitness, wellness entrepreneur.

Laura Rupsis: That is our target audience. That’s what we’re designed to do. The primal health coach Institute. The business that really is the main support system for why we do that podcast. We are committed to, so this is mark is our main founder of the primal health coach Institute. So for folks that are well versed in that space, You might know who Mark Sisson is, if not go ahead and Google him.

Laura Rupsis: I guess Mark Sisson our overarching theme. And our mission is to positively influence the lives and health of a hundred million people. Mark can’t do that alone. He needs an army and he has launched many successful businesses that has moved him closer and closer in that endeavor. But one of the things he realized was, look, I can’t do this by. I need thousands, maybe hundreds of thousands of people that are out there helping to support others, make healthy change and facilitate long term sustainable, healthy change for themselves. And that was the impetus behind the primal health coach Institute. And we were, you know, look, we were a relatively new certification.

Laura Rupsis: When we launched six or seven years ago and a couple years in, we realized, we’ve been telling health entrepreneurs that one way. To really grow your business is to become a perceived expert in your area of expertise, to become a thought leader, to become a resource for your audience. And we keep telling our coaches that that’s what they need to do.

Laura Rupsis: Get out there and share content. You don’t have to charge people for it. Information is free. Really. They can find it anywhere. So that’s not what you’re paid for, but what you can do is use your knowledge and use information as a way to become a thought leader. And we thought the best way to do that publicly to support all health coaches broadly was through a podcast.

Cliff Duvernois: Beautiful. And the way your podcast is set up it looks like it’s a platform for other health coaches to come on there and share their stories, their techniques, their strategies everything else like that. That seems how it’s set up.

Laura Rupsis: That’s a big focus. We love talking to actual health coaches that are in the field that are practicing that have a really cool story that other people listening might resonate with and think, oh my gosh, this person sounds a lot like me. If he, or she can do it. So can I, but we also bring on guests that are experts in the health and wellness field from, health coaches.

Laura Rupsis: And I’m sure this isn’t unique to our field, but we’re, we are kind of constant students. We’re always learning because things are changing and there’s always another point of view. So we will bring on experts in a certain health topic and have them speak to that. But we also bring in people that from a business perspective, run sort of business or have some sort.

Laura Rupsis: Resource or tool that can help make growing a health coaching practice, easier, better. You can scale it, whatever the case may be. So we have a pretty wide variety of guests, but our favorite and where we focus a lot of our time is talking to other health coaches and giving them an opportunity to promote themselves because we know a health coach going to business.

Laura Rupsis: If you can put on your website or mention in your bio, Media opportunities where you’ve had an opportunity to speak to the public that goes a long way towards credibility.

Cliff Duvernois: It does. And I think one of the big benefits is to that is by not being afraid to step in front of a microphone or even a camera for that matter and be able to share your story. With somebody who already has a podcast or a YouTube channel or something else like that, you gain access to their audience.

Cliff Duvernois: You know this, yeah. This helps you to help you get your brand and get your message out to people that you just normally would not be able to contact before.

Laura Rupsis: Absolutely.

Cliff Duvernois: Beautiful. So I was gonna ask you, what made you get into podcasting, but you kinda answered that question already. So you beat me to the punch, but let’s talk about something that’s a little bit different.

Cliff Duvernois: Now you decided for your podcast to do the co-hosting route. Uh it’s both you and Erin on there. So first off, why did you decide to co-host a podcast versus just having, one person do the.

Laura Rupsis: Part of the reason was because, so my colleague, Erin and I served two different roles and functions for the primal health coach. I. We’re both health coaches, but we all, we both came into health coaching from a different place, a different point of view. We run our businesses differently. My role is as the admissions director for our program.

Laura Rupsis: So I talk to perspective aspiring coaches, or I talk to people that are existing coaches looking to expand their knowledge base, their education resources tools. And I also act as a staff coach within that realm from a business perspective. And then my colleague, Erin is our coaching director. She writes a lot of our content.

Laura Rupsis: She runs many of our programs. She does our webinars. So she’s really. Gosh, elbow deep with our, the students that are in our program. And she works with helps works with focus after the fact that enter into our advanced coaching curriculum. So we serve different roles and functions, and we felt look, if we’re gonna represent primal health coach Institute, and we wanna help support health coaches broadly, we both had a lot to share in terms of just how we think through a conversation with a guest things that might enter Erin’s head.

Laura Rupsis: From her frame of reference and the coaches she serves might be a little bit different than the types of conversations I have daily with the type of coaches that I talk to. So between the two of us, we I think in every interview we cover kind of every nook and cranny of whatever. I mean, we get a guest on our podcast.

Laura Rupsis: We’re gonna draw out every little piece of valuable information we can between the two of us. And we just play off each other very well. We have very different personal.

Cliff Duvernois: That’s actually really good. And as far as the. The logistics of co-hosting podcast, cuz it’s, and I’ve seen this happen before where co-host will trip over each other, asking questions, whatever it is how do you guys handle the questions asking and the interaction with the, uh, with the guests that you have on your podcast?

Laura Rupsis: so, I mean, that’s gonna happen. And it actually kind of makes the conversation feel a little bit more natural, but we’ve gotten much better at it. In the beginning we used. Talk over each other a lot. So we got used to it. So Erin is the one who, so when we do our bios, we edit that in after the fact. And Erin’s the one who does that.

Laura Rupsis: She’ll read that. And she’ll, and she’ll also add a little plug there for primal health coach Institute in the beginning or whatever it’s that might wanna promote. So that’s recorded ahead of time, or maybe after the fact and edit it in. So people hear Erin’s voice. In the very beginning of every single podcast.

Laura Rupsis: So I’m the one who actually introduces the guest. Then I’m the one who gets the op. So when you hear me actually introduce and greet the guest, that’s on that’s me. And then typically speaking, we’ve gotten very good at the VO. I’ll ask a question if the answer that person gives, and I know I have a follow up question, I’ll kind of wave my little finger.

Laura Rupsis: Erin knows. I’ve got another question I wanna.

Cliff Duvernois: Beautiful.

Laura Rupsis: and vice versa. And I know if I’ve asked a question or two. Then I’m just quiet for a minute and give Erin an opportunity to sort of ask her question and I’m looking at cues, cuz we do this via zoom and, and similar to what we’re doing here. You and I can see each other.

Laura Rupsis: Even though most people are listening to the audio only, although we actually do now cross publish to YouTube, we can talk about why we do that. But it was important to us to have this video interface during the interview so that Erin and I could see each other and cue each other. in terms of, Hey, I wanna go next or I have a follow up question.

Cliff Duvernois: The next question that I would like for you to ask, cuz there’s, there’s always great ways for people to be able to communicate. I love the little finger idea. So I’m gonna remember that the next time cuz one thing I don’t wanna do is, and I, I just share this with my audience.

Cliff Duvernois: If I’m interviewing two people, the one thing I don’t like to do is say Laura, and then ask the question and then say Erin and you know, and then ask the question. It’s always nice when. You know, when, when you, when you kind of, you, you do build up that familiarity with people. So that way they can kind of know and understand when somebody’s gonna speak, when somebody’s not, I’ll just wait a couple seconds and be able to do that.

Cliff Duvernois: In my inbox, I received from a, a podcast news source where YouTube is investing $300,000 to get podcasters, to produce a video version of their podcast and stick it onto YouTube. I did not think by any stretch of the imagination that YouTube was interested. Podcasting. Apparently they are. And they’re getting more serious about that.

Cliff Duvernois: So now you’ve chosen to do a video element, put it up there on YouTube. Why did you decide to go that route?

Laura Rupsis: Well, it’s becoming one of the fastest growing, just search engines. Generally speaking, when people go to search for something, YouTube is one of the. Features when you go and Google something in particular, YouTube videos pop up all the time. So that was one reason. Another reason was, look, we don’t wanna have all our eggs in one search engine basket and especially social media.

Laura Rupsis: So we would post our episodes to our Facebook page, our private page, Instagram. But what happens if one example we are starting to see in the sort of alternative health realm? Search engines like Google and Facebook and things suddenly giving less weight towards certain topics or speakers or companies that don’t necessarily align with conventional wisdom.

Laura Rupsis: Let’s say. So we, we just, from a standpoint of diversity, wanted to publish across multiple platforms to improve the odds that if somebody is searching for a particular topic around health coaching, they’ll find us. And then just through my conversations with people, and again, this is the value of having adult children.

Laura Rupsis: children in their twenties. My son listens to podcasts all the time, but my daughter’s a video person. She would much rather take a look and my husband is too, by the way, would much rather watch somebody speak. And he, it’s just a deeper connection when somebody can see your face, understand your mannerisms and kind of see what’s around you.

Laura Rupsis: Like people will always joke. I got, I mean, I have a treadmill in my, in my background, clearly I like fitness, so there’s just, there’s another element to being able to interact and connect with somebody when you can see them. So there’s multiple reasons why we’ve chosen to cross publish to.

Cliff Duvernois: Beautiful. And I love that. And the one thing that I, when you talk about the search engine aspect of it, and you’re absolutely true, YouTube is number two. Google’s number one, YouTube’s number two. But the thing is you gotta remember is when you’re defining your ideal customer listener, you have to keep in mind what platforms they’re using.

Cliff Duvernois: To look for solutions to their problems. And by default people are, I see this all the time. People by default are like, oh, gotta got on Facebook, gotta get it on Facebook, gotta get it on Facebook. But you know, I, I have typed into Google or YouTube. How many times, how do I. Whatever my problem is, and I either wind up in YouTube or on Google.

Cliff Duvernois: So it behooves you to make sure that you’re getting your content out there onto these platforms. Not the entire world is, just it’s gonna be on Facebook. Plus I think that when people are searching for a solution for their problems on a YouTuber, on a Google, that makes a much more prime to take advantage of the offer that you have, whether it’s a free email newsletter, a course, a certification, whatever that might be, because they’re already in that frame of mind when they’re on Facebook, they’re wondering if their, neighbor’s dog made it through the surgery or if their cousin’s little kids.

Cliff Duvernois: Survived the first day of school or something else like that. Right. So it’s all about the different mindset that they have. Kudos to you for bringing that up. And another thing I would like to point out that I think is great is you were talking about, don’t have all your eggs in one basket.

Cliff Duvernois: And that’s another thing I see all the time. I know of people who had their entire business shut down because Facebook flagged him for some reason or another. And like months went by before they got their account and their ad account reinstated because, Facebook, they normally say, oh, we can have this reviewed in two days.

Cliff Duvernois: Well, two days turns into three months, you know? Yeah. And so people are scrambling and so you, you’ve gotta, and I’m glad you pointed out. You’ve gotta make sure that you’re getting your message out in front of your ideal listener, on the platform that they’re using to look for the solution for their problems.

Laura Rupsis: Absolutely. You know, I mean, just to piggyback on that. So Mark Sisson is our co-founder, but he’s had one of the top health and wellness blogs in the world for over a decade. It’s called marks daily apple, and. All of a sudden, and this is true of many of the people that are of mark. I, whether it’s Rob Wolf or Chris Kresser, or some of the higher level sort of ancestral health pioneers, where their traffic, their organic traffic just plummeted.

Laura Rupsis: And that really the people that already knew about them knew how to find something. So it’s like, oh gee, I wonder what Marx has to say about, you know, insert health topic. They go to mark daily apple and type it in. But for folks that might be just asking that general question. , Hey, what should I be worried about a Cho, you know, whatever it is, whatever the topic is.

Laura Rupsis: And they go to type that in where Mark’s blog might have been one of the first to populate. It just wasn’t anymore.

Cliff Duvernois: right.

Laura Rupsis: So diversification is key and just improving your odds of being found to your.

Cliff Duvernois: Yeah, exactly. So when you got into podcasting started doing it, what were some of the biggest struggles that you had?

Laura Rupsis: First of all, we wanted to find great guests.

Cliff Duvernois: Okay.

Laura Rupsis: right. So we really had to rack our brain and put together our wishlist and find a way to reach those people. So we learned how to craft a thoughtful email to make sure that the message was, we wanna talk to you. Here’s what it is about you, that we feel will resonate with our audience, cuz here’s our.

Cliff Duvernois: Right.

Laura Rupsis: And the benefit that we felt being a guest on our podcast would bring, we took to a certain degree, felt that, Hey, if we could just use Mark’s name, we’ll get all these great interviews. And sometimes that worked, but not always people were busy, you know, so we really just had to, it had to be a pitch right.

Laura Rupsis: About why they should spend an hour with us. Of their time with us. So figuring out that kind of language in a way that, that resonated well. Another thing too is as we became more popular, interestingly enough, now we get a lot of people requesting to be a guest that aren’t a good fit. And we don’t always find out that they’re not a good fit until they’re on and now we’re stuck.

Laura Rupsis: Uh, so we’ve had to be very careful now about our screening process on, you know, I don’t want people coming on just to pitch some supplement.

Cliff Duvernois: exactly.

Laura Rupsis: is about. If you wanna talk about your supplement after the fact. Okay. That’s not the spirit of our podcast at all.

Laura Rupsis: So that’s two sides of the same coin as far as just managing your guest list and your speakers and, and who you have on there first and foremost, how do you get the right people on there and, encourage them to come on. And then at the same time deflect those that really aren’t a good fit and how to know. That was a big one. A lot of the logistical stuff. The nice thing we have is Mark’s managing partner. Erin Fox is really a tech technology guy, so he kind of helped us get the technology up and running and the platforms that this was gonna be on. And, and what have you was really helpful there?

Laura Rupsis: And not to mention, Mark and the primal blueprint primal, they had their own podcast, right? So we knew people that actually had experience in podcasting. So that’s one thing I would suggest if you don’t, if the logistics of doing this is overwhelming for you, lean on and ask for help, because I think you find people in this business, other podcasters are very happy to share their experience and sort of give you some tips on best practice.

Cliff Duvernois: I know this podcast is a Testament to that.

Laura Rupsis: See how I teach you up there.

Cliff Duvernois: boom, boom. Love it. Love it. Yeah. And you bring up, I, I really do wanna to take a minute and circle back on this because we have to remember as entrepreneurs we’re not working inside of a vacuum. You gotta remember that. So can you go out and learn this stuff?

Cliff Duvernois: Yes. And guess what, like, it happened to me when I first got into podcasting, I was told I had to use garage band. I didn’t know anything about garage band. I’m not an audio engineer by any stretch of the imagination. And I was literally spending weeks. Trying to figure that software out and how to get it to work.

Cliff Duvernois: And finally, I remembered, I actually had an audio engineer in my network, so I reached out to him. He came over and showed me in five minutes, would’ve taken me like five weeks of struggling to be able to do so. That’s a big point. Don’t always think that you have to go out and try to learn everything about it.

Cliff Duvernois: Somebody in your network somewhere or online in any number of, groups, whether it’s Facebook, whether it’s LinkedIn, whether it’s Reddit or whatever those channels are. Somebody has probably had the same question as you and got a very quick answer to their question. So it’s just a matter of just reaching out and just asking for help.

Cliff Duvernois: That’s huge.

Laura Rupsis: Absolutely. And I think we’re also, we’re very careful and cognizant of the fact that the reason people listen to us isn’t so they can learn more about. At the end of the day, our course, our school and kind of what we’re trying to do. So it’s more than enough to just say, Hey, this is sponsored by this company, or maybe at the end of the conversation, here’s how you get started.

Laura Rupsis: But the bulk of the content, we would, honestly, in some cases, tell our guests, we’re not here to pitch our school. We wanna make sure that what comes across in this conversation is going to be a value of any health coach. Going to business, looking to be more successful or how to get started. And, and we’re, we’re mindful too, of, there’s people that are at various aspects of their journey.

Laura Rupsis: So we try to, if we can, in every conversation, address how this content is relevant to someone in the beginning of their journey, someone who’s about ready to leave their job and actually start a new business. Oh my gosh. That’s so scary versus the one that’s looking to. Hey, I’ve already got my business up and running now I’m ready to scale it.

Laura Rupsis: So we try to be relevant. All aspects of where people are in the, the journey. And be cognizant of if we’re gonna have somebody on who does indeed have something to sell that they’re leading with content and value and resources

Cliff Duvernois: Correct. Yeah, because they could have a very compelling story as long as they’re providing the value and stuff. Yeah. I don’t, I don’t mind if, give them, people give themselves a little bit of a plug. I mean, we’re entrepreneurs, you know, we gotta make money at the end of the day. What I’d like to do now is I’d like to ask you for your podcast, what’s been one of the biggest successes or a couple successes that you’ve seen come from your podcast.

Laura Rupsis: There’s been a couple things. So it’s really elevated the credibility of health coaching broadly, which was our goal. And we, as my role at our school, The number of people that say, I found you through your podcast has grown dramatically.

Cliff Duvernois: Love it.

Laura Rupsis: Originally the people that listened to it were our own students and grads.

Laura Rupsis: Hey Laura, I didn’t even have a podcast. cool. Let’s gonna listen to ’em. You know, and they were the vast majority of our audience and there’s still a large percentage, but the number of people now that are listening to our podcast did not graduate from our program. They don’t know who mark is, but they are health coaches out there trying to learn something new or the health coaching, curious people. Like I kind of wanna know what more, what this is really about. Perhaps if I listen to a bunch of health coaches talking, I’ll be able to figure that out. So the number of people who have said, I found you due to your podcast and I love it.

Laura Rupsis: There’s nothing else like it out there has grown exponentially over the last couple years since we started SPI third year. So it’s grown dramatically in a short, relatively short period of time. If you think about. It’s only, it’s all, we’ve been out three years and it’s already been a huge sort of lead generation, for primal health coach Institute without ever really pushing it.

Cliff Duvernois: And I think that just based on the interview, what we’ve been talking about here I think that you’re seeing this level like success because of two things. The first off is you’re publishing consistently. Which is the hallmark of any initiative you’re gonna put out there, any marketing initiative, make it consistent, but make it consistent for you.

Cliff Duvernois: And the second thing is, is that the high level of integrity that you bring to the podcast, making sure that the guests that are coming on there are gonna be, like you said, providing really high value to your audience, giving them, actionable strategies and tactics that they can use and to have an impact on their business.

Laura Rupsis: I would agree. I mean, it was what our focus really was. And again, so one of the things. Our course teaches is business fundamentals. We teach you how to start a business. And part of that is branding. Part of that is marketing. Part of that is selling. But how do you do that from a place of integrity?

Laura Rupsis: For many people that come to health coaching, that is just not their wheelhouse from a personality standpoint, they’ve never started a business before. They don’t know how to do anything like that. In, in terms of marketing, you have to come. A very authentic place and you need to show your passionate, you need to show that you care and you need to be very clear about what it is you do and don’t do.

Laura Rupsis: And we try to hold true to that. We’re trying to put ourselves out there and be an example of what we’re telling our students and graduates they need to do to build an audience and be successful.

Cliff Duvernois: Beautiful. And I absolutely love that. And, and it mirrors what you were talking about before with the content of your podcast is making sure that you’re including stuff. So if you’re new to the space or if you’re advanced to the space, there’s something for everybody. But I also, too, what I was thinking when you were talking about that whole start of business thing, I’m also thinking too about the entrepreneurial journey.

Cliff Duvernois: So somebody might come in day. They don’t know anything about how to started business. They enroll in your program. They start to learn, they start listing your podcast as they learn. It’s like the podcast topics can become more and more relevant to them. So to speak, depending on where they are in their entrepreneurial journey, it’s kind of like they’re growing with your podcast.

Laura Rupsis: Absolutely. And I, I love that nature of it and the other thing too. So we, we speak to a lot of business coaches that might specialize in this space and. There’s always something very similar about just process being authentic, understanding your niche remaining true to your, like all of these things are always consistent from business coach to business coach.

Laura Rupsis: But what I, we hope comes across is even though there are seemingly a bazillion people with what you think is the same message, they don’t say it the way you say it. They have their own personality. They’re gonna resonate with a little bit of a different audience. So even though we’ve interviewed dozens of business coaches that specialize in health coaching, some people are gravitate to a specific person cause of how they bring you along the way, how they say things, they, their personality resonates with them.

Laura Rupsis: Marx says gonna be the first one to tell you that he’s written dozens of books and everything. He really needs to tell you to live a healthy lifestyle. He can fit on the front and back of two page. People still read every book. People are still coming up to him asking. Yeah. But how do I do it?

Laura Rupsis: He’s like, right. So it’s not just that somebody else has said it or that you’ve already said it. It’s saying it in a different way, connecting with a different point of view and that’s finally for someone it clicks. So just don’t be afraid to be you because inevitably there’s gonna be that audience that resonates with.

Cliff Duvernois: Exactly. And it’s interesting you point that out. Cuz this was part of a conversation I had about six weeks ago. You know, I, I have heard the same piece of advice. For, years, but it wasn’t until December one person said it one way and all of a sudden they clicked on my head,

Laura Rupsis: Exactly.

Cliff Duvernois: And so it’s, it’s a matter of, the person, how they say it being open to it.

Cliff Duvernois: And also too, I wanna say this is the power of having a podcast because you’re able to get that message out or that idea out to your audience. That it’s the same core, basic idea. But it’s just somebody saying it in a very different way or somebody saying it that’s, I’m a business coach.

Cliff Duvernois: This is my message. Okay. They didn’t resonate with you, but a health coach comes on, says the exact same thing and all of a sudden it registers because that the only difference between the two is ones, a health coach. One’s a business coach.

Laura Rupsis: Absolutely. Yeah. I mean, when I first started down this whole health path, everything was via blog. That was the new fle thing right now. Nobody checks their sync an email anymore because they’re so over marketed to that, even if, although there’s tremendous value in the newsletter, that’s a totally different topic.

Laura Rupsis: We talk about that with business coaching as well. But from the standpoint of getting your content out there and being nimble, A lot of people don’t have the time to sit and read a long form article. Not anymore. They’re listening to it over audio or they’re watching it via video. So podcasting was just the next logical step.

Cliff Duvernois: Yeah, I, yeah, I love that. And that’s something I could pontificate all day long.

Laura Rupsis: Yeah.

Cliff Duvernois: so here’s my question to you. So if there’s an entrepreneur out there right now, they’ve got a podcast, maybe they’re struggling. What would be a key piece of advice or a couple pieces of advice that you’d wanna give.

Laura Rupsis: I think the advice would be sitting down and I don’t wanna use the term meditating. That’s a very like health coaching thing, maybe journaling out,

Cliff Duvernois: Beautiful.

Laura Rupsis: path. If you’re struggling, really trying to get to the root of. Why you’re struggling.

Cliff Duvernois: Yes.

Laura Rupsis: Is it, the content are, is, is your content resonating with your core audience? That’s the typically the number one reason.

Laura Rupsis: And if you don’t know, go out and ask your audience, go out and find a group of people that are reasonably representative of the group that you are trying to target and ask them some. Right, uh, about what it is they really wanna learn or what would draw their attention. So I think you need to be very clear on the purpose of your podcast, who your target audience really is, and whether the content you’re providing is meaningful to that audience.

Laura Rupsis: And if it’s not, maybe you need to reprogram that a little. And then to your point, I heard you say it earlier, as far as promoting your podcast, making sure that the audience, where do they find information? You know, if so, for example, if you’re a health coach that’s like targeting. Working, moms stay at home moms working, whatever it is, women between the age of 35 and 40 they’re all over Instagram.

Laura Rupsis: But if you, if you have a podcast that’s really geared more towards professionals, people in indu, maybe LinkedIn is a better place where you should be promoting that kind of stuff. So really thinking through where your, the target, your target audience is finding information and where they can find you and making sure.

Laura Rupsis: in the right spots.

Cliff Duvernois: And I do wanna circle back because I think this is really powerful. This is something I myself have incorporated into my life over the last year and a half, two things you said that really stand out journaling.

Laura Rupsis: Mm-hmm

Cliff Duvernois: I’m he, I, I become such a huge believer in the power of journaling. I’m an engineer, so the woo woo stuff, you know?

Cliff Duvernois: Okay. But you know what? The wooooo stuff works. Because when you sit down in new journal, like you were talking about, if you’re feeling a certain way, you need to explore why that is. Don’t just sit there and say, well, I don’t like podcasting, so why is that? Chase it down, you know, go back and write.

Cliff Duvernois: And I think one of the, one of the exercises I did for journaling in a vision board class I was taking was talking about the negative consequences, right? You have to list 20 negative consequences that could potentially happen for me doing something. The more ludicrous, the.

Laura Rupsis: Right.

Cliff Duvernois: you know, and so I was really struggling to come up with 20, but it’s when you start digging down into those deeper levels, that’s when you truly start to understand yourself and actually sit there and say, you know what?

Cliff Duvernois: This is not what I envisioned it to be. You know, it’s like, you’re almost putting a label to that fear that you have to be able to say, you know what I’d like to do a podcast, but like you said before, making sure your content resonates with your a. That’s critically important.

Cliff Duvernois: Right? So maybe it’s having that awareness to say, oh, podcast, isn’t working for me. Maybe podcasting is good for you. Maybe it’s just your content.

Laura Rupsis: Exactly this is so rampant in the health coaching and the fitness realm. So many people are going out there and the, the content they’re putting out there. It may be relevant to their audience stuff. They think they’re so, so a health coach talking to the health consumer a lot of times when I go back and we’re able to go back and take a look at a health coach’s speed or their blog or whatever it is they’re putting out there.

Laura Rupsis: The terminology they’re using is not terminology. That’s known to the average health consumer.

Cliff Duvernois: Yes.

Laura Rupsis: It’s known to the health coaching community or the health community, but it’s not well known and understood to the health consuming audience. So terminology is really important. Also pontificating way too much, getting way too deep into the weeds.

Laura Rupsis: Most of my clients wanna know how, what time it is. They don’t really wanna know how the watch works. That’s not important first. They need to know how to read. right. Then if there’s an interest, then we can give a little bit, you know, how the gears work, but it’s being careful about your content and how that end consumer is digesting.

Laura Rupsis: I’m just using health coaching, for example, cuz I know it well, the term gut health is this really squishy term. That doesn’t mean a whole lot to the end consumer.

Cliff Duvernois: All right.

Laura Rupsis: You’ve gotta be very specific when you’re talking the term inflammation. What does that even mean?

Laura Rupsis: right. If you’re talking about my joints hurt, that’s much more specific than inflammation. You’re talking about skin eruption. Some people that suffer from problems with their skin. Yeah. The underlying causes inflammation, but what’s the manifestation. What’s the, what can my end client see and hear and feel that they’re gonna be like, that’s what she’s talking about.

Laura Rupsis: That’s what he’s talking about instead of using industry terms, that really aren’t well understood by your end population. I see that mistake.

Cliff Duvernois: Yeah. There’s a fine line between, you know, educating your audience. Versus burying them in information, because once you start going down that path of burying information and I have been there, uh, once you start burying them in information, you lose them. 

Cliff Duvernois: They’re in their car, listening to your podcast. You’re just throwing all these terms at ’em their brain’s gonna start thinking, what am I gonna have for dinner tonight?

Laura Rupsis: Right? Precise.

Cliff Duvernois: I think I gotta turn left up here, you know, and you’re just gonna completely lose them in the conversation. So that’s absolutely wonderful.

Cliff Duvernois: And this is something you and I could Jo out all day

Laura Rupsis: right.

Cliff Duvernois: cause I love this stuff. I’ve become a huge believer in mindset and exploring the good and the bad, uh that’s with all, I, I just love this stuff. If people wanna to fi find you online or follow you online, where’s the best place for them to do that?

Laura Rupsis: For our podcast, you mean? Yeah, we’re everywhere. So again, clearly you can find us on YouTube. We just talked about that. We are on apple podcasts. We’re on Spotify. We’re on iHeartRadio. We’re on, uh, what is it? Is it Google play? I forget with a Google one, Stitcher. We also just have a landing page for it.

Laura Rupsis: Just primal health coach. I. Forward slash radio. You can find us there too. So that’s super easy. Um, as far as we’re, we were cognizant of trying to be on literally every platform that anybody could possibly try to find us.

Cliff Duvernois: And I love that. It’s another, another whole interview that we could do right there. It’s beautiful. Beautiful. So for our audience, we’ll have all those links in the show. That’s down below Laura. It’s been awesome having you on the podcast. I love your energy. This is great.

Laura Rupsis: Thank you. I’ve had a blast. I could talk about this stuff all day. So thank you so much for inviting us.