{"version":"1.0.0","segments":[{"speaker":"Morgan Franklin","startTime":1.5,"endTime":4.091,"body":"It's almost"},{"speaker":"Morgan Franklin","startTime":1.5,"endTime":4.091,"body":"impossible to sell something"},{"speaker":"Morgan Franklin","startTime":4.155,"endTime":8.366,"body":"when you don't know how to price"},{"speaker":"Morgan Franklin","startTime":4.155,"endTime":8.366,"body":"it. This is a problem I see over"},{"speaker":"Morgan Franklin","startTime":8.431,"endTime":12.253,"body":"and over with podcasters who"},{"speaker":"Morgan Franklin","startTime":8.431,"endTime":12.253,"body":"want to start monetizing their"},{"speaker":"Morgan Franklin","startTime":12.317,"endTime":15.88,"body":"podcast, especially with"},{"speaker":"Morgan Franklin","startTime":12.317,"endTime":15.88,"body":"partnerships and add sponsors."},{"speaker":"Morgan Franklin","startTime":15.945,"endTime":20.156,"body":"Either the sponsor is offering a"},{"speaker":"Morgan Franklin","startTime":15.945,"endTime":20.156,"body":"very cold and formulated pricing"},{"speaker":"Morgan Franklin","startTime":20.22,"endTime":24.042,"body":"structure that offers pennies to"},{"speaker":"Morgan Franklin","startTime":20.22,"endTime":24.042,"body":"smaller creators are eager"},{"speaker":"Morgan Franklin","startTime":24.107,"endTime":28.188,"body":"potential partners are coming to"},{"speaker":"Morgan Franklin","startTime":24.107,"endTime":28.188,"body":"the table, and podcasters have"},{"speaker":"Morgan Franklin","startTime":28.253,"endTime":31.945,"body":"no idea what to tell them. In"},{"speaker":"Morgan Franklin","startTime":28.253,"endTime":31.945,"body":"this episode, I'll walk you"},{"speaker":"Morgan Franklin","startTime":32.01,"endTime":35.702,"body":"through what the industry"},{"speaker":"Morgan Franklin","startTime":32.01,"endTime":35.702,"body":"standard for ad pricing is, how"},{"speaker":"Morgan Franklin","startTime":35.767,"endTime":39.459,"body":"to calculate what your ad"},{"speaker":"Morgan Franklin","startTime":35.767,"endTime":39.459,"body":"structure should look like, and"},{"speaker":"Morgan Franklin","startTime":39.524,"endTime":43.217,"body":"how to confidently pitch a"},{"speaker":"Morgan Franklin","startTime":39.524,"endTime":43.217,"body":"future sponsor, knowing you're"},{"speaker":"Morgan Franklin","startTime":43.281,"endTime":47.103,"body":"providing an equal value to what"},{"speaker":"Morgan Franklin","startTime":43.281,"endTime":47.103,"body":"they'll be paying you for."},{"speaker":"Morgan Franklin","startTime":47.168,"endTime":51.055,"body":"Hello, and welcome to Podcasts"},{"speaker":"Morgan Franklin","startTime":47.168,"endTime":51.055,"body":"for Profit. My name is Morgan"},{"speaker":"Morgan Franklin","startTime":51.119,"endTime":54.294,"body":"Franklin. I'm a podcast"},{"speaker":"Morgan Franklin","startTime":51.119,"endTime":54.294,"body":"producer, strategist, and"},{"speaker":"Morgan Franklin","startTime":54.358,"endTime":58.375,"body":"educator. This podcast will help"},{"speaker":"Morgan Franklin","startTime":54.358,"endTime":58.375,"body":"you create and grow a podcast"},{"speaker":"Morgan Franklin","startTime":58.439,"endTime":62.52,"body":"that cuts through the noise of"},{"speaker":"Morgan Franklin","startTime":58.439,"endTime":62.52,"body":"social media and speaks directly"},{"speaker":"Morgan Franklin","startTime":62.585,"endTime":66.472,"body":"to your target audience. If"},{"speaker":"Morgan Franklin","startTime":62.585,"endTime":66.472,"body":"you're ready to create a podcast"},{"speaker":"Morgan Franklin","startTime":66.537,"endTime":70.035,"body":"that will align you with the"},{"speaker":"Morgan Franklin","startTime":66.537,"endTime":70.035,"body":"experts in your industry,"},{"speaker":"Morgan Franklin","startTime":70.099,"endTime":74.18,"body":"position yourself as a trusted"},{"speaker":"Morgan Franklin","startTime":70.099,"endTime":74.18,"body":"leader and create another source"},{"speaker":"Morgan Franklin","startTime":74.245,"endTime":77.873,"body":"of revenue for your business,"},{"speaker":"Morgan Franklin","startTime":74.245,"endTime":77.873,"body":"you're in the right place."},{"speaker":"Morgan Franklin","startTime":77.938,"endTime":81.889,"body":"Before we get into the episode,"},{"speaker":"Morgan Franklin","startTime":77.938,"endTime":81.889,"body":"let's talk about the industry"},{"speaker":"Morgan Franklin","startTime":81.954,"endTime":85.905,"body":"standard for podcast ad pricing"},{"speaker":"Morgan Franklin","startTime":81.954,"endTime":85.905,"body":"and how most larger companies"},{"speaker":"Morgan Franklin","startTime":85.97,"endTime":89.922,"body":"and agencies qualify the worth"},{"speaker":"Morgan Franklin","startTime":85.97,"endTime":89.922,"body":"of your podcast on basically a"},{"speaker":"Morgan Franklin","startTime":89.986,"endTime":94.067,"body":"download only scale. If you've"},{"speaker":"Morgan Franklin","startTime":89.986,"endTime":94.067,"body":"never heard the term CPM when it"},{"speaker":"Morgan Franklin","startTime":94.132,"endTime":98.084,"body":"comes to podcast ad pricing."},{"speaker":"Morgan Franklin","startTime":94.132,"endTime":98.084,"body":"That's generally the most common"},{"speaker":"Morgan Franklin","startTime":98.148,"endTime":101.905,"body":"use structure for buying host"},{"speaker":"Morgan Franklin","startTime":98.148,"endTime":101.905,"body":"read or pre recorded podcast"},{"speaker":"Morgan Franklin","startTime":101.97,"endTime":105.663,"body":"ads. CPM means cost per Mili,"},{"speaker":"Morgan Franklin","startTime":101.97,"endTime":105.663,"body":"from the Latin word meaning"},{"speaker":"Morgan Franklin","startTime":105.727,"endTime":109.679,"body":"1000. So the direct translation"},{"speaker":"Morgan Franklin","startTime":105.727,"endTime":109.679,"body":"would mean cost per 1000. And"},{"speaker":"Morgan Franklin","startTime":109.744,"endTime":113.76,"body":"that's exactly what it is. When"},{"speaker":"Morgan Franklin","startTime":109.744,"endTime":113.76,"body":"you hear someone talking about"},{"speaker":"Morgan Franklin","startTime":113.825,"endTime":117.582,"body":"the CPM as it pertains to"},{"speaker":"Morgan Franklin","startTime":113.825,"endTime":117.582,"body":"podcast downloads and ads, their"},{"speaker":"Morgan Franklin","startTime":117.647,"endTime":121.145,"body":"meaning the cost per 1000"},{"speaker":"Morgan Franklin","startTime":117.647,"endTime":121.145,"body":"downloads. In my experience,"},{"speaker":"Morgan Franklin","startTime":121.209,"endTime":124.902,"body":"agencies will price a pre"},{"speaker":"Morgan Franklin","startTime":121.209,"endTime":124.902,"body":"recorded meaning it's an ad you"},{"speaker":"Morgan Franklin","startTime":124.966,"endTime":128.918,"body":"get from the company to run 62nd"},{"speaker":"Morgan Franklin","startTime":124.966,"endTime":128.918,"body":"ad at a CPM of roughly 15 to"},{"speaker":"Morgan Franklin","startTime":128.983,"endTime":133.129,"body":"$30. And we'll price a 62nd host"},{"speaker":"Morgan Franklin","startTime":128.983,"endTime":133.129,"body":"read ad meaning you read bad at"},{"speaker":"Morgan Franklin","startTime":133.193,"endTime":136.95,"body":"a CPM of 20 to $40. So just a"},{"speaker":"Morgan Franklin","startTime":133.193,"endTime":136.95,"body":"little bit more. And I think"},{"speaker":"Morgan Franklin","startTime":137.015,"endTime":140.643,"body":"this model is great for large"},{"speaker":"Morgan Franklin","startTime":137.015,"endTime":140.643,"body":"creators who have 1000s of"},{"speaker":"Morgan Franklin","startTime":140.708,"endTime":144.724,"body":"episode downloads. Because for"},{"speaker":"Morgan Franklin","startTime":140.708,"endTime":144.724,"body":"example, if you're a podcaster,"},{"speaker":"Morgan Franklin","startTime":144.789,"endTime":148.999,"body":"that gets 200,000 downloads on a"},{"speaker":"Morgan Franklin","startTime":144.789,"endTime":148.999,"body":"new episode in the first week of"},{"speaker":"Morgan Franklin","startTime":149.064,"endTime":152.886,"body":"airing, and your CPM is $25."},{"speaker":"Morgan Franklin","startTime":149.064,"endTime":152.886,"body":"That's $5,000 on just that one"},{"speaker":"Morgan Franklin","startTime":152.951,"endTime":156.708,"body":"ad so not too bad. But what"},{"speaker":"Morgan Franklin","startTime":152.951,"endTime":156.708,"body":"about a podcaster that gets an"},{"speaker":"Morgan Franklin","startTime":156.772,"endTime":160.659,"body":"average of 2000 downloads on a"},{"speaker":"Morgan Franklin","startTime":156.772,"endTime":160.659,"body":"new episode in a week. That's"},{"speaker":"Morgan Franklin","startTime":160.724,"endTime":164.611,"body":"only $50. That's not enough to"},{"speaker":"Morgan Franklin","startTime":160.724,"endTime":164.611,"body":"pay for your podcast hosting."},{"speaker":"Morgan Franklin","startTime":164.675,"endTime":168.562,"body":"And in my opinion, getting an"},{"speaker":"Morgan Franklin","startTime":164.675,"endTime":168.562,"body":"average of 2000 downloads on a"},{"speaker":"Morgan Franklin","startTime":168.627,"endTime":172.384,"body":"new episode with an engaged"},{"speaker":"Morgan Franklin","startTime":168.627,"endTime":172.384,"body":"audience is worth so much more"},{"speaker":"Morgan Franklin","startTime":172.449,"endTime":176.141,"body":"than a $50 ad. Really, that's my"},{"speaker":"Morgan Franklin","startTime":172.449,"endTime":176.141,"body":"biggest problem with CPM"},{"speaker":"Morgan Franklin","startTime":176.206,"endTime":179.769,"body":"pricing. It's a blanket formula"},{"speaker":"Morgan Franklin","startTime":176.206,"endTime":179.769,"body":"for all podcasts. And I"},{"speaker":"Morgan Franklin","startTime":179.833,"endTime":183.655,"body":"understand if agencies don't"},{"speaker":"Morgan Franklin","startTime":179.833,"endTime":183.655,"body":"know how to quantify the value"},{"speaker":"Morgan Franklin","startTime":183.72,"endTime":187.672,"body":"of a podcast for ads, but that's"},{"speaker":"Morgan Franklin","startTime":183.72,"endTime":187.672,"body":"why we're going to do it for"},{"speaker":"Morgan Franklin","startTime":187.736,"endTime":191.299,"body":"them. Because if you've"},{"speaker":"Morgan Franklin","startTime":187.736,"endTime":191.299,"body":"cultivated a base of 2000 loyal"},{"speaker":"Morgan Franklin","startTime":191.364,"endTime":195.445,"body":"listeners that are coming back"},{"speaker":"Morgan Franklin","startTime":191.364,"endTime":195.445,"body":"to your episodes every week, I'm"},{"speaker":"Morgan Franklin","startTime":195.51,"endTime":199.461,"body":"not letting you sell 60 seconds"},{"speaker":"Morgan Franklin","startTime":195.51,"endTime":199.461,"body":"of your show for $50. That is"},{"speaker":"Morgan Franklin","startTime":199.526,"endTime":203.283,"body":"ridiculous. Before we get into"},{"speaker":"Morgan Franklin","startTime":199.526,"endTime":203.283,"body":"pricing and how to create a"},{"speaker":"Morgan Franklin","startTime":203.348,"endTime":207.17,"body":"custom pricing model that works"},{"speaker":"Morgan Franklin","startTime":203.348,"endTime":207.17,"body":"for your podcast, I want to"},{"speaker":"Morgan Franklin","startTime":207.235,"endTime":211.121,"body":"touch on the basics of some"},{"speaker":"Morgan Franklin","startTime":207.235,"endTime":211.121,"body":"terminology a podcast ads so you"},{"speaker":"Morgan Franklin","startTime":211.186,"endTime":214.943,"body":"always know what you're talking"},{"speaker":"Morgan Franklin","startTime":211.186,"endTime":214.943,"body":"about. Let's start with ad"},{"speaker":"Morgan Franklin","startTime":215.008,"endTime":218.441,"body":"placement. There are"},{"speaker":"Morgan Franklin","startTime":215.008,"endTime":218.441,"body":"traditionally three different ad"},{"speaker":"Morgan Franklin","startTime":218.506,"endTime":222.263,"body":"placements for podcasts. The"},{"speaker":"Morgan Franklin","startTime":218.506,"endTime":222.263,"body":"first is pre roll pre roll is"},{"speaker":"Morgan Franklin","startTime":222.328,"endTime":226.085,"body":"usually a 32nd to 62nd ad that"},{"speaker":"Morgan Franklin","startTime":222.328,"endTime":226.085,"body":"plays before the episode or"},{"speaker":"Morgan Franklin","startTime":226.15,"endTime":230.296,"body":"after the intro of the podcast."},{"speaker":"Morgan Franklin","startTime":226.15,"endTime":230.296,"body":"So that podcast ad that you hear"},{"speaker":"Morgan Franklin","startTime":230.36,"endTime":234.117,"body":"at the very beginning and you"},{"speaker":"Morgan Franklin","startTime":230.36,"endTime":234.117,"body":"usually skip through that is"},{"speaker":"Morgan Franklin","startTime":234.182,"endTime":238.004,"body":"your pre roll AD. The second"},{"speaker":"Morgan Franklin","startTime":234.182,"endTime":238.004,"body":"placement is mid roll ads. And"},{"speaker":"Morgan Franklin","startTime":238.069,"endTime":241.891,"body":"it's exactly what it sounds"},{"speaker":"Morgan Franklin","startTime":238.069,"endTime":241.891,"body":"like. It's an ad that will play"},{"speaker":"Morgan Franklin","startTime":241.956,"endTime":245.713,"body":"midway through an episode and is"},{"speaker":"Morgan Franklin","startTime":241.956,"endTime":245.713,"body":"normally anywhere from 60"},{"speaker":"Morgan Franklin","startTime":245.778,"endTime":249.34,"body":"seconds to two minutes. And"},{"speaker":"Morgan Franklin","startTime":245.778,"endTime":249.34,"body":"often there's more than one"},{"speaker":"Morgan Franklin","startTime":249.405,"endTime":253.227,"body":"because this is the highest"},{"speaker":"Morgan Franklin","startTime":249.405,"endTime":253.227,"body":"value ad placement so you might"},{"speaker":"Morgan Franklin","startTime":253.292,"endTime":256.919,"body":"have 3/62 ads back to back in"},{"speaker":"Morgan Franklin","startTime":253.292,"endTime":256.919,"body":"your mid roll. The last ad"},{"speaker":"Morgan Franklin","startTime":256.984,"endTime":261.0,"body":"placement is post roll ads. And"},{"speaker":"Morgan Franklin","startTime":256.984,"endTime":261.0,"body":"this will be any ad that is in"},{"speaker":"Morgan Franklin","startTime":261.065,"endTime":264.952,"body":"the last 60 to 90 seconds of"},{"speaker":"Morgan Franklin","startTime":261.065,"endTime":264.952,"body":"your podcast normally after the"},{"speaker":"Morgan Franklin","startTime":265.017,"endTime":269.098,"body":"host is finished and before the"},{"speaker":"Morgan Franklin","startTime":265.017,"endTime":269.098,"body":"production credits depending on"},{"speaker":"Morgan Franklin","startTime":269.162,"endTime":273.179,"body":"the podcast. As you can imagine"},{"speaker":"Morgan Franklin","startTime":269.162,"endTime":273.179,"body":"the value of each one of these"},{"speaker":"Morgan Franklin","startTime":273.243,"endTime":276.806,"body":"placements is not the same"},{"speaker":"Morgan Franklin","startTime":273.243,"endTime":276.806,"body":"because like we were talking"},{"speaker":"Morgan Franklin","startTime":276.871,"endTime":280.887,"body":"about earlier, so many listeners"},{"speaker":"Morgan Franklin","startTime":276.871,"endTime":280.887,"body":"skip through the first ad and"},{"speaker":"Morgan Franklin","startTime":280.952,"endTime":284.903,"body":"most won't make it to that last"},{"speaker":"Morgan Franklin","startTime":280.952,"endTime":284.903,"body":"placement making the mid roll"},{"speaker":"Morgan Franklin","startTime":284.968,"endTime":289.049,"body":"the most valuable ad placement"},{"speaker":"Morgan Franklin","startTime":284.968,"endTime":289.049,"body":"for pretty much all podcasts. In"},{"speaker":"Morgan Franklin","startTime":289.114,"endTime":293.001,"body":"order of most to least expensive"},{"speaker":"Morgan Franklin","startTime":289.114,"endTime":293.001,"body":"it's usually most expensive"},{"speaker":"Morgan Franklin","startTime":293.066,"endTime":296.887,"body":"being the mid roll pre roll"},{"speaker":"Morgan Franklin","startTime":293.066,"endTime":296.887,"body":"being the second most expensive"},{"speaker":"Morgan Franklin","startTime":296.952,"endTime":300.709,"body":"and then post roll being the"},{"speaker":"Morgan Franklin","startTime":296.952,"endTime":300.709,"body":"least expensive. What we just"},{"speaker":"Morgan Franklin","startTime":300.774,"endTime":304.92,"body":"talked about our ad placements."},{"speaker":"Morgan Franklin","startTime":300.774,"endTime":304.92,"body":"Now let's talk about ad formats."},{"speaker":"Morgan Franklin","startTime":304.985,"endTime":309.001,"body":"There are two different kinds of"},{"speaker":"Morgan Franklin","startTime":304.985,"endTime":309.001,"body":"ad formats baked in or static"},{"speaker":"Morgan Franklin","startTime":309.066,"endTime":312.888,"body":"and dynamic. I remember being so"},{"speaker":"Morgan Franklin","startTime":309.066,"endTime":312.888,"body":"confused about this when I"},{"speaker":"Morgan Franklin","startTime":312.952,"endTime":317.033,"body":"started podcasting and working"},{"speaker":"Morgan Franklin","startTime":312.952,"endTime":317.033,"body":"with advertisers. So let me kind"},{"speaker":"Morgan Franklin","startTime":317.098,"endTime":321.179,"body":"of explain in a more simplified"},{"speaker":"Morgan Franklin","startTime":317.098,"endTime":321.179,"body":"way, what each format will look"},{"speaker":"Morgan Franklin","startTime":321.244,"endTime":325.39,"body":"like for your podcast. baked in,"},{"speaker":"Morgan Franklin","startTime":321.244,"endTime":325.39,"body":"or static ads are ads that will"},{"speaker":"Morgan Franklin","startTime":325.455,"endTime":329.276,"body":"be part of the total episode"},{"speaker":"Morgan Franklin","startTime":325.455,"endTime":329.276,"body":"mix, meaning when the producer"},{"speaker":"Morgan Franklin","startTime":329.341,"endTime":333.422,"body":"is putting together the episode"},{"speaker":"Morgan Franklin","startTime":329.341,"endTime":333.422,"body":"and the music and the intro and"},{"speaker":"Morgan Franklin","startTime":333.487,"endTime":337.633,"body":"the outro, they'll put in these"},{"speaker":"Morgan Franklin","startTime":333.487,"endTime":337.633,"body":"ads to the beginning, middle and"},{"speaker":"Morgan Franklin","startTime":337.698,"endTime":341.649,"body":"end, and they will never leave"},{"speaker":"Morgan Franklin","startTime":337.698,"endTime":341.649,"body":"the episode they are permanent"},{"speaker":"Morgan Franklin","startTime":341.714,"endTime":345.795,"body":"ads. Whereas dynamic ads or non"},{"speaker":"Morgan Franklin","startTime":341.714,"endTime":345.795,"body":"permanent ads are inserted into"},{"speaker":"Morgan Franklin","startTime":345.86,"endTime":350.005,"body":"the episode either for a certain"},{"speaker":"Morgan Franklin","startTime":345.86,"endTime":350.005,"body":"amount of time or for a certain"},{"speaker":"Morgan Franklin","startTime":350.07,"endTime":354.086,"body":"amount of downloads. This will"},{"speaker":"Morgan Franklin","startTime":350.07,"endTime":354.086,"body":"normally be facilitated through"},{"speaker":"Morgan Franklin","startTime":354.151,"endTime":357.844,"body":"your podcast hosting. And that's"},{"speaker":"Morgan Franklin","startTime":354.151,"endTime":357.844,"body":"where you can change the"},{"speaker":"Morgan Franklin","startTime":357.908,"endTime":361.925,"body":"settings on how long the ad will"},{"speaker":"Morgan Franklin","startTime":357.908,"endTime":361.925,"body":"run, where it shows up in the"},{"speaker":"Morgan Franklin","startTime":361.989,"endTime":365.423,"body":"episode. And if it cuts off"},{"speaker":"Morgan Franklin","startTime":361.989,"endTime":365.423,"body":"after a certain number of"},{"speaker":"Morgan Franklin","startTime":365.487,"endTime":369.18,"body":"downloads. So say you sign a"},{"speaker":"Morgan Franklin","startTime":365.487,"endTime":369.18,"body":"contract for this certain ad"},{"speaker":"Morgan Franklin","startTime":369.244,"endTime":373.326,"body":"running for 2000 episodes, you"},{"speaker":"Morgan Franklin","startTime":369.244,"endTime":373.326,"body":"can put that in and it will only"},{"speaker":"Morgan Franklin","startTime":373.39,"endTime":377.342,"body":"play for 2000 episodes. I've"},{"speaker":"Morgan Franklin","startTime":373.39,"endTime":377.342,"body":"used these terms interchangeably"},{"speaker":"Morgan Franklin","startTime":377.407,"endTime":381.099,"body":"throughout the episode. But I"},{"speaker":"Morgan Franklin","startTime":377.407,"endTime":381.099,"body":"see advertiser sponsors and"},{"speaker":"Morgan Franklin","startTime":381.164,"endTime":384.856,"body":"partners all is basically the"},{"speaker":"Morgan Franklin","startTime":381.164,"endTime":384.856,"body":"same thing when it comes to"},{"speaker":"Morgan Franklin","startTime":384.921,"endTime":389.067,"body":"podcast advertising. They're the"},{"speaker":"Morgan Franklin","startTime":384.921,"endTime":389.067,"body":"company, agency brand or person"},{"speaker":"Morgan Franklin","startTime":389.131,"endTime":393.083,"body":"paying to get their ad on your"},{"speaker":"Morgan Franklin","startTime":389.131,"endTime":393.083,"body":"podcast. One less thing is the"},{"speaker":"Morgan Franklin","startTime":393.148,"endTime":396.905,"body":"length and ad unit number, the"},{"speaker":"Morgan Franklin","startTime":393.148,"endTime":396.905,"body":"length of a podcast ad will"},{"speaker":"Morgan Franklin","startTime":396.97,"endTime":400.856,"body":"vary, usually between 3060 or 90"},{"speaker":"Morgan Franklin","startTime":396.97,"endTime":400.856,"body":"seconds depending on the ad"},{"speaker":"Morgan Franklin","startTime":400.921,"endTime":404.678,"body":"slot. So depending on whether"},{"speaker":"Morgan Franklin","startTime":400.921,"endTime":404.678,"body":"it's a pre roll, mid roll or"},{"speaker":"Morgan Franklin","startTime":404.743,"endTime":408.694,"body":"post roll will kind of play a"},{"speaker":"Morgan Franklin","startTime":404.743,"endTime":408.694,"body":"little bit more into will it be"},{"speaker":"Morgan Franklin","startTime":408.759,"endTime":412.775,"body":"3060 or 90 seconds. Normally, I"},{"speaker":"Morgan Franklin","startTime":408.759,"endTime":412.775,"body":"like to keep it between 30 and"},{"speaker":"Morgan Franklin","startTime":412.84,"endTime":416.532,"body":"60 seconds for sponsor value and"},{"speaker":"Morgan Franklin","startTime":412.84,"endTime":416.532,"body":"the consideration of the"},{"speaker":"Morgan Franklin","startTime":416.597,"endTime":420.613,"body":"listeners. I never want to lose"},{"speaker":"Morgan Franklin","startTime":416.597,"endTime":420.613,"body":"listeners from having ads that"},{"speaker":"Morgan Franklin","startTime":420.678,"endTime":424.435,"body":"are too long or too many. So"},{"speaker":"Morgan Franklin","startTime":420.678,"endTime":424.435,"body":"always keep that in mind. Put"},{"speaker":"Morgan Franklin","startTime":424.5,"endTime":428.452,"body":"your listeners first. Because if"},{"speaker":"Morgan Franklin","startTime":424.5,"endTime":428.452,"body":"you don't have listeners, it"},{"speaker":"Morgan Franklin","startTime":428.516,"endTime":432.597,"body":"does not matter how many ads you"},{"speaker":"Morgan Franklin","startTime":428.516,"endTime":432.597,"body":"can get, because you will have"},{"speaker":"Morgan Franklin","startTime":432.662,"endTime":436.225,"body":"no one to listen to them."},{"speaker":"Morgan Franklin","startTime":432.662,"endTime":436.225,"body":"Podcast ad unit number is the"},{"speaker":"Morgan Franklin","startTime":436.29,"endTime":440.176,"body":"number of ads in a specific"},{"speaker":"Morgan Franklin","startTime":436.29,"endTime":440.176,"body":"placement. So let's say you have"},{"speaker":"Morgan Franklin","startTime":440.241,"endTime":444.452,"body":"one unit and your pre roll, that"},{"speaker":"Morgan Franklin","startTime":440.241,"endTime":444.452,"body":"means that you're gonna have one"},{"speaker":"Morgan Franklin","startTime":444.517,"endTime":448.338,"body":"ad in your pre roll, you have"},{"speaker":"Morgan Franklin","startTime":444.517,"endTime":448.338,"body":"three units in your mid roll."},{"speaker":"Morgan Franklin","startTime":448.403,"endTime":452.42,"body":"That means you have three ads in"},{"speaker":"Morgan Franklin","startTime":448.403,"endTime":452.42,"body":"the mid roll spot. Wow. Okay,"},{"speaker":"Morgan Franklin","startTime":452.484,"endTime":456.306,"body":"we've learned so much about"},{"speaker":"Morgan Franklin","startTime":452.484,"endTime":456.306,"body":"podcast ads today. But we still"},{"speaker":"Morgan Franklin","startTime":456.371,"endTime":460.322,"body":"haven't learned how to price"},{"speaker":"Morgan Franklin","startTime":456.371,"endTime":460.322,"body":"them for your podcast. The first"},{"speaker":"Morgan Franklin","startTime":460.387,"endTime":464.339,"body":"thing I want you to work on. And"},{"speaker":"Morgan Franklin","startTime":460.387,"endTime":464.339,"body":"if you're a listener of this"},{"speaker":"Morgan Franklin","startTime":464.403,"endTime":468.29,"body":"show, you might have heard me"},{"speaker":"Morgan Franklin","startTime":464.403,"endTime":468.29,"body":"talk about this already. But I"},{"speaker":"Morgan Franklin","startTime":468.355,"endTime":472.436,"body":"want you to know how much your"},{"speaker":"Morgan Franklin","startTime":468.355,"endTime":472.436,"body":"podcast is costing you. How much"},{"speaker":"Morgan Franklin","startTime":472.501,"endTime":476.128,"body":"are the expenses of your"},{"speaker":"Morgan Franklin","startTime":472.501,"endTime":476.128,"body":"podcast, so many podcasters and"},{"speaker":"Morgan Franklin","startTime":476.193,"endTime":479.885,"body":"advertising agencies treat"},{"speaker":"Morgan Franklin","startTime":476.193,"endTime":479.885,"body":"having an ad on a podcast like"},{"speaker":"Morgan Franklin","startTime":479.95,"endTime":483.837,"body":"it's free to produce when it is"},{"speaker":"Morgan Franklin","startTime":479.95,"endTime":483.837,"body":"absolutely not. So the first"},{"speaker":"Morgan Franklin","startTime":483.902,"endTime":487.918,"body":"step is expenses. always figure"},{"speaker":"Morgan Franklin","startTime":483.902,"endTime":487.918,"body":"out what your monthly expenses"},{"speaker":"Morgan Franklin","startTime":487.983,"endTime":491.934,"body":"are. In this example, I'm going"},{"speaker":"Morgan Franklin","startTime":487.983,"endTime":491.934,"body":"to run down exactly what this"},{"speaker":"Morgan Franklin","startTime":491.999,"endTime":496.015,"body":"podcast cost to produce so you"},{"speaker":"Morgan Franklin","startTime":491.999,"endTime":496.015,"body":"can see what I'm talking about."},{"speaker":"Morgan Franklin","startTime":496.08,"endTime":500.096,"body":"Alright, so podcast hosting is"},{"speaker":"Morgan Franklin","startTime":496.08,"endTime":500.096,"body":"$18 a month, website hosting is"},{"speaker":"Morgan Franklin","startTime":500.161,"endTime":504.242,"body":"$44 a month, domain hosting is"},{"speaker":"Morgan Franklin","startTime":500.161,"endTime":504.242,"body":"$8 a month, Adobe Creative Cloud"},{"speaker":"Morgan Franklin","startTime":504.307,"endTime":508.258,"body":"is $67 a month equipment spend"},{"speaker":"Morgan Franklin","startTime":504.307,"endTime":508.258,"body":"divided by 12 is $166 a month,"},{"speaker":"Morgan Franklin","startTime":508.323,"endTime":511.821,"body":"Otter AI is $20 a month,"},{"speaker":"Morgan Franklin","startTime":508.323,"endTime":511.821,"body":"Riverside is $24 a month chat"},{"speaker":"Morgan Franklin","startTime":511.886,"endTime":515.578,"body":"DBT is $22 a month, and post"},{"speaker":"Morgan Franklin","startTime":511.886,"endTime":515.578,"body":"production editing is $400 a"},{"speaker":"Morgan Franklin","startTime":515.643,"endTime":519.53,"body":"month, if I valued my work at"},{"speaker":"Morgan Franklin","startTime":515.643,"endTime":519.53,"body":"$20 An hour and I put 20 hours"},{"speaker":"Morgan Franklin","startTime":519.594,"endTime":523.287,"body":"in per month, that would be"},{"speaker":"Morgan Franklin","startTime":519.594,"endTime":523.287,"body":"about $400 a month. So paying"},{"speaker":"Morgan Franklin","startTime":523.351,"endTime":527.368,"body":"myself just a small amount would"},{"speaker":"Morgan Franklin","startTime":523.351,"endTime":527.368,"body":"be $400 a month. And I always"},{"speaker":"Morgan Franklin","startTime":527.432,"endTime":531.125,"body":"encourage you to incorporate"},{"speaker":"Morgan Franklin","startTime":527.432,"endTime":531.125,"body":"that in because you spend so"},{"speaker":"Morgan Franklin","startTime":531.19,"endTime":535.141,"body":"much time your time is not free."},{"speaker":"Morgan Franklin","startTime":531.19,"endTime":535.141,"body":"Even at a minimum if you are"},{"speaker":"Morgan Franklin","startTime":535.206,"endTime":539.093,"body":"paying yourself $20 an hour to"},{"speaker":"Morgan Franklin","startTime":535.206,"endTime":539.093,"body":"produce and record and be the"},{"speaker":"Morgan Franklin","startTime":539.157,"endTime":542.396,"body":"host of your own show. I"},{"speaker":"Morgan Franklin","startTime":539.157,"endTime":542.396,"body":"encourage you to do that."},{"speaker":"Morgan Franklin","startTime":542.461,"endTime":546.089,"body":"Because I promise you're"},{"speaker":"Morgan Franklin","startTime":542.461,"endTime":546.089,"body":"probably spending way more than"},{"speaker":"Morgan Franklin","startTime":546.153,"endTime":550.105,"body":"20 hours a month on it all in"},{"speaker":"Morgan Franklin","startTime":546.153,"endTime":550.105,"body":"that's $1,169 per month on this"},{"speaker":"Morgan Franklin","startTime":550.17,"endTime":554.315,"body":"podcast. And really that is the"},{"speaker":"Morgan Franklin","startTime":550.17,"endTime":554.315,"body":"bare minimum that's not video or"},{"speaker":"Morgan Franklin","startTime":554.38,"endTime":558.396,"body":"video production that's doing"},{"speaker":"Morgan Franklin","startTime":554.38,"endTime":558.396,"body":"the recording and pre production"},{"speaker":"Morgan Franklin","startTime":558.461,"endTime":562.218,"body":"for myself. That's me cutting"},{"speaker":"Morgan Franklin","startTime":558.461,"endTime":562.218,"body":"almost every corner possible"},{"speaker":"Morgan Franklin","startTime":562.283,"endTime":565.522,"body":"because I'm just not someone"},{"speaker":"Morgan Franklin","startTime":562.283,"endTime":565.522,"body":"that's going to get a"},{"speaker":"Morgan Franklin","startTime":565.587,"endTime":569.668,"body":"subscription that I don't have"},{"speaker":"Morgan Franklin","startTime":565.587,"endTime":569.668,"body":"to pay for every month. And also"},{"speaker":"Morgan Franklin","startTime":569.733,"endTime":573.295,"body":"being in the industry."},{"speaker":"Morgan Franklin","startTime":569.733,"endTime":573.295,"body":"Podcasting is expensive. So what"},{"speaker":"Morgan Franklin","startTime":573.36,"endTime":577.052,"body":"does this tell us? That for me,"},{"speaker":"Morgan Franklin","startTime":573.36,"endTime":577.052,"body":"if I'm using myself as an"},{"speaker":"Morgan Franklin","startTime":577.117,"endTime":581.069,"body":"example, I'd want to make at"},{"speaker":"Morgan Franklin","startTime":577.117,"endTime":581.069,"body":"least $1,169 per month on ads to"},{"speaker":"Morgan Franklin","startTime":581.134,"endTime":584.567,"body":"break even. But also I know"},{"speaker":"Morgan Franklin","startTime":581.134,"endTime":584.567,"body":"myself and I know I'm not"},{"speaker":"Morgan Franklin","startTime":584.632,"endTime":588.583,"body":"pouring my blood sweat and tears"},{"speaker":"Morgan Franklin","startTime":584.632,"endTime":588.583,"body":"into a project just to break"},{"speaker":"Morgan Franklin","startTime":588.648,"endTime":592.47,"body":"even. And I don't want you to"},{"speaker":"Morgan Franklin","startTime":588.648,"endTime":592.47,"body":"either. So this is what we're"},{"speaker":"Morgan Franklin","startTime":592.534,"endTime":596.615,"body":"going to do to figure out what"},{"speaker":"Morgan Franklin","startTime":592.534,"endTime":596.615,"body":"the baseline of your podcast ads"},{"speaker":"Morgan Franklin","startTime":596.68,"endTime":600.761,"body":"should cost. Figure out all of"},{"speaker":"Morgan Franklin","startTime":596.68,"endTime":600.761,"body":"your monthly expenses do exactly"},{"speaker":"Morgan Franklin","startTime":600.826,"endTime":604.259,"body":"like we did earlier going"},{"speaker":"Morgan Franklin","startTime":600.826,"endTime":604.259,"body":"through all of your monthly"},{"speaker":"Morgan Franklin","startTime":604.324,"endTime":607.757,"body":"expenses include equipment"},{"speaker":"Morgan Franklin","startTime":604.324,"endTime":607.757,"body":"divided up over a year. So"},{"speaker":"Morgan Franklin","startTime":607.822,"endTime":611.774,"body":"divide everything you spend on"},{"speaker":"Morgan Franklin","startTime":607.822,"endTime":611.774,"body":"equipment and divide it by 12."},{"speaker":"Morgan Franklin","startTime":611.838,"endTime":615.66,"body":"And find that number. From there"},{"speaker":"Morgan Franklin","startTime":611.838,"endTime":615.66,"body":"at the least multiply that"},{"speaker":"Morgan Franklin","startTime":615.725,"endTime":619.612,"body":"number that you have by two, or"},{"speaker":"Morgan Franklin","startTime":615.725,"endTime":619.612,"body":"three or four. If you want a"},{"speaker":"Morgan Franklin","startTime":619.676,"endTime":623.434,"body":"really easy formula for pricing"},{"speaker":"Morgan Franklin","startTime":619.676,"endTime":623.434,"body":"your podcast ads using the"},{"speaker":"Morgan Franklin","startTime":623.498,"endTime":627.255,"body":"margins of your own budget,"},{"speaker":"Morgan Franklin","startTime":623.498,"endTime":627.255,"body":"there it is. So for example, I"},{"speaker":"Morgan Franklin","startTime":627.32,"endTime":631.401,"body":"have my expenses at $1,169. I'll"},{"speaker":"Morgan Franklin","startTime":627.32,"endTime":631.401,"body":"multiply that by three, and it"},{"speaker":"Morgan Franklin","startTime":631.466,"endTime":635.288,"body":"gives me $3,507. From there,"},{"speaker":"Morgan Franklin","startTime":631.466,"endTime":635.288,"body":"since I have four episodes per"},{"speaker":"Morgan Franklin","startTime":635.353,"endTime":638.786,"body":"month, I'll break that into"},{"speaker":"Morgan Franklin","startTime":635.353,"endTime":638.786,"body":"fours. And that's 877 per"},{"speaker":"Morgan Franklin","startTime":638.851,"endTime":642.608,"body":"episode, you still with me?"},{"speaker":"Morgan Franklin","startTime":638.851,"endTime":642.608,"body":"Sorry, I know this is a lot of"},{"speaker":"Morgan Franklin","startTime":642.673,"endTime":646.624,"body":"math. I'll take that number, and"},{"speaker":"Morgan Franklin","startTime":642.673,"endTime":646.624,"body":"figure out what each ad if I"},{"speaker":"Morgan Franklin","startTime":646.689,"endTime":650.576,"body":"have three ads, what each ad"},{"speaker":"Morgan Franklin","startTime":646.689,"endTime":650.576,"body":"would be worth in that episode."},{"speaker":"Morgan Franklin","startTime":650.64,"endTime":654.657,"body":"So you see how I did that I took"},{"speaker":"Morgan Franklin","startTime":650.64,"endTime":654.657,"body":"the total monthly expenses, I"},{"speaker":"Morgan Franklin","startTime":654.721,"endTime":658.543,"body":"multiplied it by my profit"},{"speaker":"Morgan Franklin","startTime":654.721,"endTime":658.543,"body":"margin. From there, I divided it"},{"speaker":"Morgan Franklin","startTime":658.608,"endTime":662.624,"body":"by how many episodes I had per"},{"speaker":"Morgan Franklin","startTime":658.608,"endTime":662.624,"body":"month. Now I am going to figure"},{"speaker":"Morgan Franklin","startTime":662.689,"endTime":666.77,"body":"out how much each add is worth."},{"speaker":"Morgan Franklin","startTime":662.689,"endTime":666.77,"body":"So since I know pre roll is the"},{"speaker":"Morgan Franklin","startTime":666.835,"endTime":670.851,"body":"second most valuable, I'll say"},{"speaker":"Morgan Franklin","startTime":666.835,"endTime":670.851,"body":"that's 35% of the total episode"},{"speaker":"Morgan Franklin","startTime":670.916,"endTime":674.673,"body":"cost, that will be $307. mid"},{"speaker":"Morgan Franklin","startTime":670.916,"endTime":674.673,"body":"roll is the most valuable. So"},{"speaker":"Morgan Franklin","startTime":674.738,"endTime":678.624,"body":"I'm gonna say it's 45% of the"},{"speaker":"Morgan Franklin","startTime":674.738,"endTime":678.624,"body":"total add cost. And I'll price"},{"speaker":"Morgan Franklin","startTime":678.689,"endTime":682.641,"body":"that at 395. So that would mean"},{"speaker":"Morgan Franklin","startTime":678.689,"endTime":682.641,"body":"that 20% of the total episode"},{"speaker":"Morgan Franklin","startTime":682.705,"endTime":686.722,"body":"cost the last 20% I have is the"},{"speaker":"Morgan Franklin","startTime":682.705,"endTime":686.722,"body":"post roll at $175. All of that"},{"speaker":"Morgan Franklin","startTime":686.787,"endTime":690.803,"body":"equaling 877 that each episode"},{"speaker":"Morgan Franklin","startTime":686.787,"endTime":690.803,"body":"is worth, in my opinion, taking"},{"speaker":"Morgan Franklin","startTime":690.868,"endTime":694.884,"body":"expenses and building in your"},{"speaker":"Morgan Franklin","startTime":690.868,"endTime":694.884,"body":"profit margin is the best way to"},{"speaker":"Morgan Franklin","startTime":694.949,"endTime":698.382,"body":"price your podcast ads. If"},{"speaker":"Morgan Franklin","startTime":694.949,"endTime":698.382,"body":"you're someone that has an"},{"speaker":"Morgan Franklin","startTime":698.447,"endTime":702.204,"body":"existing social media following"},{"speaker":"Morgan Franklin","startTime":698.447,"endTime":702.204,"body":"or you've done ads or user"},{"speaker":"Morgan Franklin","startTime":702.268,"endTime":706.026,"body":"generated content before,"},{"speaker":"Morgan Franklin","startTime":702.268,"endTime":706.026,"body":"definitely use that information."},{"speaker":"Morgan Franklin","startTime":706.09,"endTime":710.171,"body":"Use those case studies look over"},{"speaker":"Morgan Franklin","startTime":706.09,"endTime":710.171,"body":"your pricing from those ads in"},{"speaker":"Morgan Franklin","startTime":710.236,"endTime":713.929,"body":"the past as podcasters I think"},{"speaker":"Morgan Franklin","startTime":710.236,"endTime":713.929,"body":"it's really easy for us to"},{"speaker":"Morgan Franklin","startTime":713.993,"endTime":718.074,"body":"forget how new that podcasting"},{"speaker":"Morgan Franklin","startTime":713.993,"endTime":718.074,"body":"as an advertising platform is to"},{"speaker":"Morgan Franklin","startTime":718.139,"endTime":721.896,"body":"the majority of people even to"},{"speaker":"Morgan Franklin","startTime":718.139,"endTime":721.896,"body":"marketers. So if you've had"},{"speaker":"Morgan Franklin","startTime":721.961,"endTime":726.172,"body":"experience doing partnerships in"},{"speaker":"Morgan Franklin","startTime":721.961,"endTime":726.172,"body":"the past, especially if it's for"},{"speaker":"Morgan Franklin","startTime":726.236,"endTime":729.67,"body":"the same brand as your current"},{"speaker":"Morgan Franklin","startTime":726.236,"endTime":729.67,"body":"podcast, look at those"},{"speaker":"Morgan Franklin","startTime":729.734,"endTime":733.751,"body":"partnership deals and pricing"},{"speaker":"Morgan Franklin","startTime":729.734,"endTime":733.751,"body":"models. And especially if you're"},{"speaker":"Morgan Franklin","startTime":733.815,"endTime":737.313,"body":"working with the same"},{"speaker":"Morgan Franklin","startTime":733.815,"endTime":737.313,"body":"advertisers make sure that it is"},{"speaker":"Morgan Franklin","startTime":737.378,"endTime":741.265,"body":"competitive with the pricing"},{"speaker":"Morgan Franklin","startTime":737.378,"endTime":741.265,"body":"that you've had before. Another"},{"speaker":"Morgan Franklin","startTime":741.33,"endTime":745.346,"body":"thing I need you to do is create"},{"speaker":"Morgan Franklin","startTime":741.33,"endTime":745.346,"body":"a media kit with a rate card."},{"speaker":"Morgan Franklin","startTime":745.411,"endTime":749.427,"body":"There is no reason in 2024. If"},{"speaker":"Morgan Franklin","startTime":745.411,"endTime":749.427,"body":"you have a podcast that you are"},{"speaker":"Morgan Franklin","startTime":749.492,"endTime":753.573,"body":"trying to get advertisements on"},{"speaker":"Morgan Franklin","startTime":749.492,"endTime":753.573,"body":"that you don't have a media kit"},{"speaker":"Morgan Franklin","startTime":753.637,"endTime":757.589,"body":"to send out an a price list for"},{"speaker":"Morgan Franklin","startTime":753.637,"endTime":757.589,"body":"your podcast. I truly believe"},{"speaker":"Morgan Franklin","startTime":757.654,"endTime":761.281,"body":"this is the reason all the"},{"speaker":"Morgan Franklin","startTime":757.654,"endTime":761.281,"body":"podcasters I work with are so"},{"speaker":"Morgan Franklin","startTime":761.346,"endTime":765.038,"body":"successful in booking brand"},{"speaker":"Morgan Franklin","startTime":761.346,"endTime":765.038,"body":"deals and getting much higher"},{"speaker":"Morgan Franklin","startTime":765.103,"endTime":768.536,"body":"sponsorships than other"},{"speaker":"Morgan Franklin","startTime":765.103,"endTime":768.536,"body":"podcasts. Educate your future"},{"speaker":"Morgan Franklin","startTime":768.601,"endTime":772.488,"body":"sponsors and ask them for the"},{"speaker":"Morgan Franklin","startTime":768.601,"endTime":772.488,"body":"price you want. If you want to"},{"speaker":"Morgan Franklin","startTime":772.553,"endTime":776.634,"body":"buy the media kit I use for all"},{"speaker":"Morgan Franklin","startTime":772.553,"endTime":776.634,"body":"my podcasts, it's linked in the"},{"speaker":"Morgan Franklin","startTime":776.698,"endTime":780.715,"body":"episode description. It's taken"},{"speaker":"Morgan Franklin","startTime":776.698,"endTime":780.715,"body":"me about four years to create."},{"speaker":"Morgan Franklin","startTime":780.779,"endTime":784.731,"body":"But I'm so proud of it because"},{"speaker":"Morgan Franklin","startTime":780.779,"endTime":784.731,"body":"it provides sponsors what they"},{"speaker":"Morgan Franklin","startTime":784.796,"endTime":788.941,"body":"need to buy into a podcast. And"},{"speaker":"Morgan Franklin","startTime":784.796,"endTime":788.941,"body":"that is evidence and competence."},{"speaker":"Morgan Franklin","startTime":789.006,"endTime":792.828,"body":"Give your future sponsor the"},{"speaker":"Morgan Franklin","startTime":789.006,"endTime":792.828,"body":"evidence and competence to buy"},{"speaker":"Morgan Franklin","startTime":792.893,"endTime":796.715,"body":"ads with you, whether that's"},{"speaker":"Morgan Franklin","startTime":792.893,"endTime":796.715,"body":"from knowing exactly what kind"},{"speaker":"Morgan Franklin","startTime":796.78,"endTime":800.666,"body":"of listeners listen to your"},{"speaker":"Morgan Franklin","startTime":796.78,"endTime":800.666,"body":"podcast, whether it's from being"},{"speaker":"Morgan Franklin","startTime":800.731,"endTime":804.618,"body":"able to show past launches or"},{"speaker":"Morgan Franklin","startTime":800.731,"endTime":804.618,"body":"products you've sold from your"},{"speaker":"Morgan Franklin","startTime":804.683,"endTime":808.44,"body":"podcast, whether it's your"},{"speaker":"Morgan Franklin","startTime":804.683,"endTime":808.44,"body":"follower, count across all your"},{"speaker":"Morgan Franklin","startTime":808.504,"endTime":812.585,"body":"social medias, or where you've"},{"speaker":"Morgan Franklin","startTime":808.504,"endTime":812.585,"body":"been featured. There are endless"},{"speaker":"Morgan Franklin","startTime":812.65,"endTime":816.537,"body":"ways to accomplish this. But you"},{"speaker":"Morgan Franklin","startTime":812.65,"endTime":816.537,"body":"need to guarantee without a"},{"speaker":"Morgan Franklin","startTime":816.602,"endTime":820.359,"body":"shadow of a doubt that when"},{"speaker":"Morgan Franklin","startTime":816.602,"endTime":820.359,"body":"you're pitching a sponsor, you"},{"speaker":"Morgan Franklin","startTime":820.424,"endTime":824.569,"body":"are delivering the value of the"},{"speaker":"Morgan Franklin","startTime":820.424,"endTime":824.569,"body":"price you're asking for. Because"},{"speaker":"Morgan Franklin","startTime":824.634,"endTime":828.78,"body":"that's all they want. That's why"},{"speaker":"Morgan Franklin","startTime":824.634,"endTime":828.78,"body":"so many agencies and businesses"},{"speaker":"Morgan Franklin","startTime":828.845,"endTime":832.667,"body":"are still drawn to that CPM"},{"speaker":"Morgan Franklin","startTime":828.845,"endTime":832.667,"body":"pricing structure, because it's"},{"speaker":"Morgan Franklin","startTime":832.731,"endTime":836.812,"body":"easy, because it gives them the"},{"speaker":"Morgan Franklin","startTime":832.731,"endTime":836.812,"body":"competence and evidence to know"},{"speaker":"Morgan Franklin","startTime":836.877,"endTime":840.893,"body":"what they're spending, they'll"},{"speaker":"Morgan Franklin","startTime":836.877,"endTime":840.893,"body":"get a return value on. Have you"},{"speaker":"Morgan Franklin","startTime":840.958,"endTime":845.104,"body":"ever heard there are 100 ways to"},{"speaker":"Morgan Franklin","startTime":840.958,"endTime":845.104,"body":"skin a cat? Well, there are 100"},{"speaker":"Morgan Franklin","startTime":845.169,"endTime":848.991,"body":"ways to skin a cat. And that's"},{"speaker":"Morgan Franklin","startTime":845.169,"endTime":848.991,"body":"pricing podcast ads. I can't"},{"speaker":"Morgan Franklin","startTime":849.056,"endTime":852.877,"body":"tell you specifically what to"},{"speaker":"Morgan Franklin","startTime":849.056,"endTime":852.877,"body":"price your podcast ads. But I"},{"speaker":"Morgan Franklin","startTime":852.942,"endTime":856.44,"body":"can tell you that if you take"},{"speaker":"Morgan Franklin","startTime":852.942,"endTime":856.44,"body":"the time to look at your"},{"speaker":"Morgan Franklin","startTime":856.505,"endTime":860.456,"body":"podcast, financial needs, your"},{"speaker":"Morgan Franklin","startTime":856.505,"endTime":860.456,"body":"expenses, the requests of your"},{"speaker":"Morgan Franklin","startTime":860.521,"endTime":864.408,"body":"sponsors, and the expectations"},{"speaker":"Morgan Franklin","startTime":860.521,"endTime":864.408,"body":"of your audience, there is an"},{"speaker":"Morgan Franklin","startTime":864.473,"endTime":868.359,"body":"intersection there are those"},{"speaker":"Morgan Franklin","startTime":864.473,"endTime":868.359,"body":"three points that will give you"},{"speaker":"Morgan Franklin","startTime":868.424,"endTime":872.311,"body":"the exact number that you're"},{"speaker":"Morgan Franklin","startTime":868.424,"endTime":872.311,"body":"looking for. The best way is to"},{"speaker":"Morgan Franklin","startTime":872.376,"endTime":876.262,"body":"just go for it. Make a media"},{"speaker":"Morgan Franklin","startTime":872.376,"endTime":876.262,"body":"kit, make a rate card and start"},{"speaker":"Morgan Franklin","startTime":876.327,"endTime":880.279,"body":"pitching sponsors. If no one's"},{"speaker":"Morgan Franklin","startTime":876.327,"endTime":880.279,"body":"talking to you, that's a great"},{"speaker":"Morgan Franklin","startTime":880.343,"endTime":884.165,"body":"sign that you need to reevaluate"},{"speaker":"Morgan Franklin","startTime":880.343,"endTime":884.165,"body":"your prices and how you're"},{"speaker":"Morgan Franklin","startTime":884.23,"endTime":887.987,"body":"pitching the podcast. You never"},{"speaker":"Morgan Franklin","startTime":884.23,"endTime":887.987,"body":"know until you try. And as"},{"speaker":"Morgan Franklin","startTime":888.052,"endTime":892.068,"body":"always, I can't wait to listen"},{"speaker":"Morgan Franklin","startTime":888.052,"endTime":892.068,"body":"to your podcast. Hey, thank you"},{"speaker":"Morgan Franklin","startTime":892.133,"endTime":895.89,"body":"so much for joining me on this"},{"speaker":"Morgan Franklin","startTime":892.133,"endTime":895.89,"body":"episode. If you enjoyed the"},{"speaker":"Morgan Franklin","startTime":895.955,"endTime":899.971,"body":"podcast and you'd like to hear"},{"speaker":"Morgan Franklin","startTime":895.955,"endTime":899.971,"body":"more episodes like this one, go"},{"speaker":"Morgan Franklin","startTime":900.036,"endTime":903.987,"body":"ahead and subscribe to the show"},{"speaker":"Morgan Franklin","startTime":900.036,"endTime":903.987,"body":"new episodes air every Monday"},{"speaker":"Morgan Franklin","startTime":904.052,"endTime":908.068,"body":"morning and if you found this"},{"speaker":"Morgan Franklin","startTime":904.052,"endTime":908.068,"body":"episode valuable and you want to"},{"speaker":"Morgan Franklin","startTime":908.133,"endTime":912.085,"body":"help other business owners and"},{"speaker":"Morgan Franklin","startTime":908.133,"endTime":912.085,"body":"podcasters will you leave me a"},{"speaker":"Morgan Franklin","startTime":912.149,"endTime":916.101,"body":"five star review? It helps the"},{"speaker":"Morgan Franklin","startTime":912.149,"endTime":916.101,"body":"show rank higher in the charts"},{"speaker":"Morgan Franklin","startTime":916.166,"endTime":919.923,"body":"and brings more entrepreneurs"},{"speaker":"Morgan Franklin","startTime":916.166,"endTime":919.923,"body":"the information they need to"},{"speaker":"Morgan Franklin","startTime":919.987,"endTime":922.32,"body":"start making money on their podcast."}]}