End Hype with Callye Keen

Podcast Powertrain – Build A Dominant Brand

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Callye Keen is the host of the End Hype podcast, which aims to help entrepreneurs launch and grow successful product brands. As a natural introvert that would much rather spend his time coding and designing behind a computer, Callye decided to challenge himself and get into public speaking. After some local success, he went on to do some national speaking gigs, and that’s when he started thinking about podcasting.

Callye will be the first to admit that he had no idea what he was doing, but he jumped in any way. In addition to improving his public speaking, Callye was passionate about helping people through podcasting. He’d seen an increase in internet coaching scams and fake gurus, and he wanted to put out good content that not only could truly help people but could build their trust in him in case they required further assistance. Having been in the product development and consulting business for 15 years, Callye says he’s not the cheapest, so it’s important to gain potential clients' trust before he expects them to be a paying client.

A time came when Callye decided to start taking podcasting more seriously and stop trying to figure it all out on his own. That’s when he decided to become a client of Podcast Powertrain. This decision allowed him to reach out to people he wanted to have conversations with. He’s now a firm believer that podcasting is better than any business card. Through it, his business relationships have grown, as well as his audience. When you use podcasting as a networking tool, it can bring so much value, especially when you’re first starting out.

Callye stresses that you should never focus on the money, instead focus on the relationships and the money will come. In the last 13 or 14 years, Callye has only spent about $1,000 on ads. While he does get some traffic from SEO and organically, a vast majority of his revenue comes from word of mouth through relationships. These relationships stem from either peers, authorities, or leaders. Callye’s first focus is on peers, on getting to know everyone within his entrepreneur groups. Then he wants to know people who hold some weight, authorities because by having conversations with them, he becomes an authority as well. Then he can approach leaders in the space.

These relationships begin with content, whether that’s collaborating on content, or liking and sharing. Next they branch into joint ventures. Callye says he’s made much of his money like this. He’s been a part of 6-figure presale launches where they sold the world’s most expensive fidget spinner from an Instagram post. The price was 50x that of its competitors, but it sold out because the person they collaborated with owned the list of the right contacts. You can’t just knock on the door of Google and ask them to be a customer, you have to go through someone who already has them as a customer.

Giving more in value than you ever take in payment may seem counterintuitive, but it’s truly the secret to success. Engage with others' content, buy their product, have them on your podcast to promote themselves, and next thing you know they’ll be coming to you and promoting your product. You can literally lay out all the information needed for success for free, and people will recognize you as the expert and then pay you big bucks to hold their hand through the process. Callye says starting a podcast was truly the vehicle that fast tracked his relationships.