Todd Hancock: Learning to Sell

Tara Sands  0:02  
The sound off podcast, the show about podcast and broadcast, starts now.

Matt Cundill  0:13  
My guest, nearly 10 years ago, in what was the second episode of the sound off podcast, was Todd Hancock, the year before, he had been let go by sea Fox in Vancouver after doing afternoon drive, and he launched the Todd cast podcast. He had a kick ass website, a gray sounding show, and he's still going strong. Very simply, he puts the hours in to make his show listenable, likable, entertaining and money making. If you've ever wanted to do this for a living. Do what Todd is doing. And now Todd Hancock joins me from Vancouver. What I think is really funny about this is that we're having this conversation nearly 10 years after you were Episode Two on the sound off podcast. And I think last time we talked about, Oh, tell me about the last 10 or 15 years of your radio career. And today we're going to talk about, tell me about the last 10 years of your podcast

Todd Hancock  1:07  
outing, dude, it has flown by. If you had told me that I would do podcasting for like, I'm starting my 12th year now, right? I would have told you, you're crazy. No chance. Like, I didn't think that I would make it a year, let alone two or 12.

Matt Cundill  1:25  
So why did you last so long? Why have you done so well at this, and why is this so durable?

Todd Hancock  1:32  
Yeah, I don't know. Honestly, it's probably I just have to, I, you know, I want to pay the bills. I want to be able to go to Tofino with the family and, you know, BCIT pays well, don't get me wrong, like I could probably be okay even, you know, instead of 10 days in Tofino, let's do four, you know, let's, instead of every Friday we do pizza, take a let's, maybe every other Friday. I could probably pull the reins back on stuff, but I don't want to. So that's probably why. Is just that my lifestyle, you know, being so accustomed that, you know, when you make money like I did, and I don't know if you made the same if you're in the same kind of ballpark when you're in radio, but you know, you get kind of accustomed to a certain lifestyle, and I didn't want to stop it. So for that to happen, I just need to keep the podcast going. Yeah, one

Matt Cundill  2:17  
of the things that you did very well when you started out was the website. And the website came first, even ahead of the podcast. And you had a lot of people coming to you for, you know, rock news and music news and other lifestyle stuff. So you got a big audience there, and from there, you could promote the podcast, which that was awesome that you managed to do that. And, you know, a lot of people don't want to get a website for their podcast, but I'm here to tell you, get one.

Todd Hancock  2:42  
Get one. I have 1000s of people coming to my website daily, and is one of the key drivers to podcast plays. Social media, of course, is the main, you know, engine of of that. But yeah, if you don't have a website, come on. What are you doing?

Matt Cundill  2:58  
And when you started out, you started out on SoundCloud. I started out on SoundCloud. I couldn't wait to get rid of SoundCloud, but you're still going with SoundCloud.

Todd Hancock  3:06  
Well, that's where I upload the Yeah, just because, I mean, again, it's the old dog, like, new tricks. I just upload it there, and then from there, I take the RSS feed, shove it in everywhere, Apple podcasts and Spotify and megaphone and wherever else, right?

Matt Cundill  3:19  
Yeah, I think there's an expression, you know, wherever you get your podcasts, and if that podcast includes SoundCloud, and you've got people who will find you on SoundCloud, then be there, right? I mean,

Todd Hancock  3:31  
truly, it doesn't matter where you house it. I don't think, as long as you're sharing it and people can listen wherever they prefer, I guess, right? Who is your audience? According to Spotify and all the other YouTube and everything else, it's 6040 men, 2223 to 45

Matt Cundill  3:55  
and heavy in Vancouver, heavy

Todd Hancock  3:57  
Vancouver, yeah, probably 80%

Matt Cundill  3:59  
Vancouver, yeah. So that brings me into the monetization part, because you've had a number of sponsors come and go over the years, but largely been very, very loyal to you. And so talk a little bit about the selling process. You decided to sell into Vancouver and tell me about maintaining those relationships and making money, because it's the number one question podcasters ask.

Todd Hancock  4:19  
It is the hardest thing. So, I mean, I may be doubling up on this part of the conversation, but to initially out of the gate, it was one of those like, well, we know that you're Todd from seafox, we get that, but what's it going to sound like? What's it going to look like? And I'm like, I don't know. I know that it's going to be good. I know that I'm not just going to make something, just to make it hastily. But it was one of those like, Oh yeah, well, we're interested, but just let us know. And you know, was talking to, like, all the companies that I'd emceed for, or I knew people that pulled purse strings or whatever, but it was just kind of a lukewarm reception. And then as soon as the Hard Rock Casino Vancouver jumped on, because there. Were like, we want to be the title sponsor. I just simply messaged them on like, Facebook or Twitter or something. Was like, Hey, can I, you know, if you have Burton Cummings coming through your venue, can I interview him? And they're like, yeah, absolutely. Can you come meet us? We want to, we want to be part of the podcast. And then as soon as they jumped on, because they were like, we'll reverse pitch. You come back in a week and a half and we'll tell you what we think it's worth and what we'll pay you, and we'll pay you up front. And it was super amazing. But as soon as I got those guys on, it was like, ding Domino's. All the other companies were like, we're not really sure. They were like, what hard rock casinos on? Like, we're on. So as soon as that happened, you know, my first year, I made way more money than I ever did in in radio. And then it was like, okay, year two and year three was tricky, because I didn't understand, you know, how to show the return on the investment. I wasn't giving updates. I wasn't showing my sponsors, my you know, hey, but this, this week, we had 15,000 plays, or whatever it turns out to be. I wasn't doing that. I had no idea what the fuck I was doing. So I had no idea. I had no idea. But that's what I do now. So when I, you know, it's not very often, maybe every couple, two, three months, I'll, hey, here's, you know, here's the plays, and here's where your ad was. Here's where I did a quick little ad lib about the company, you know, and they love that stuff, right? So, but yeah, you're right, man, I've been lucky over the years, Hard Rock Casino I had on Cal tire, had cap it, bunch of numerous Vancouver car dealerships, you know, my title sponsor, citywide Mortgage Services, they're into their fourth year non stop, like not taking a break. Ted co RV supplies, 10 year sponsors, no breaks. Milano coffee, nine year sponsors, no breaks. You know, home dwell. So real estate company here in town, they're into their second year no breaks. So, yeah, I'm lucky. I'm lucky in that way. I think that what it is is that they see the return, because I'm sending them those emails and the updates and the spins, and here's the cool guests that you're involved with, and they just well, and most of them know me personally too.

Matt Cundill  7:10  
That helps, yeah, brand association, yeah, I

Todd Hancock  7:15  
think that that's what it is. They they like to be involved with a brand that they believe in. They they think is cool, and it's, of course, it's also a tax write off too. So not only are they getting in front of people and they're also helping a friend out, and they're winning in the end anyway. So I think that's what it is. It's just a matter of finding those people within your network. Who do you know that might be able like, do you always go to the same Deli? Well then tell them you want a $200 a month gift card, and you'll mention them a couple times in your podcast, or I'll throw around a few posts on social media, and that will take away from you spending 200 bucks at the deli and now you can spend it somewhere else. Doesn't always need to be cash money.

Matt Cundill  7:56  
Are you spending more time doing this than you did? Let's say 10 years, or, you know, between 2015, and 2020, like the social media grind, just to make sure you all, I mean, because a lot of sponsors got a lot of people to keep happy?

Todd Hancock  8:09  
No, no, it's like an engine, my friend, it is running clean and smooth at this point. No, it's, uh, I'm probably 50% of what I did in the first five years.

Matt Cundill  8:20  
Are you using like tools to help you post, or what are you using if you can share, want to share?

Todd Hancock  8:26  
E clincher is what I use to do the posts, because it's super easy to find stuff if you've made mistakes, it's easy to multiple posts at different times of days and stuff. So that's what I use for like scheduling tool. I don't use AI very much because I always find that I just need to rewrite the shit that they do. But I will use it to kind of like, Hey, I've got these three cool guests. How would you do social media posts or whatever kind of thing? So that helps a little bit. Only that it removes the maybe hour of you sitting there grinding, and you can kind of tidy up what they've said and, like, switch it over to your words. But that's about it, really. I mean, more than anything, I think the the change in percentages of the first five years to now is that I simply don't do as much social media stuff, I found that, you know, one or two really powerful and potent messages beats 20 random things.

Matt Cundill  9:31  
Yeah, take note. By the way, for those of you making those AI video clips, 20 of them doesn't work nearly as well as one powerful one,

Todd Hancock  9:40  
like take the time make a great graphic, make an outstanding clip. It's salacious. It's what people want to hear in your write up. It needs to be cryptic and creative. People need to click the shit that you're sending out. You need to cut through all of the noise. First off of everything else that everybody has already sure they're following you, maybe they're your friends, but that doesn't mean they're always going to like your stuff. They're really always going to share or comment. But if you take the time write one great post, two great posts, it will crush 10 or 1520, yeah, I made a post.

Matt Cundill  10:21  
One of the things you've done really, really well, and that's promoting evergreen and older material, recycling, bringing back, you know, wide mouth. Mason and Sean voreux, hey, do you remember when he said this? You will repost to the episode that you and I did, even though we recorded it a number of years ago. You'll treat it as if it's new, right? Absolutely.

Todd Hancock  10:43  
Because the thing is, is, like, I have a lot of followers, and I can see the numbers of plays on each podcast. Like, well, 10% of the my following has heard this then. So like, you're right in that aspect of, like, if it's good enough to go out once it's good enough to truly go out all the time, so and that. And that's a that's the E clincher that I was mentioning. So I'll go type up something, maybe a couple, two, three different styles of posts for that one podcast. And I'll be like this style. It goes out every eight months, but I'll post it 10 times. Well, that's like seven years of scheduling. And I go, at the best time possible, click, and then it sends it out. So it seems like I'm super busy and I'm always doing stuff, but it's just working smarter.

Matt Cundill  11:32  
Oh, you have a best time? Yes,

Todd Hancock  11:34  
yes, exactly. Well, that's the thing. Like, as soon as you get into, you know, a full time job at BCIT, I've got two teenagers. Of course. I got a wife that I love. I want to give them time as well. So it's all time management. And just as soon as you can, as soon as you can find ways, even if it's five minutes, you're cutting off half an hour, an hour like find those ways to be more efficient. And that's, I think, that's what I've done to make it so it's manageable. What do

Matt Cundill  12:00  
your students think of your show?

Todd Hancock  12:03  
I don't know. Honestly. I mean, I let them know, obviously, that I do it, and I play some podcast stuff for them, and I play feature stuff, and I let them know how I get sponsors and and all that. But I'm not so vain and to be like. So what did you think? Not only that, because I also don't want to be like, Dude, what the fuck. Really, it's terrible, though. Yeah, what I think about the students is that they, at the very least, can see that the stuff that I'm telling them, I'm I'm practicing what I'm preaching all of the I'm not just saying things to do, like, do it, like this or hook this and tease this and create forward momentum and like, I don't say that shit, just to say it, I'm literally giving you nuggets of gold that took me years to understand, and I'm giving it to you in one meeting. Boom, if you take what I've given you and run with it, that's great. If you don't, that's great as well. But honestly, I'm not really super sure. I mean, I've had some students like, God, dude, it's great. I listen all the time, but that's not very often, to be honest.

Matt Cundill  13:04  
What about the video strategy? Because video began to come in. I mean, first of all, video has always been here when it comes to podcasting. But when did you incorporate it, and how much have you embraced it, and how do you manage the time with it?

Todd Hancock  13:18  
Yeah, that's the tricky one for sure.

Matt Cundill  13:21  
Just so you know, I've gone all in and now I'm drowning,

Todd Hancock  13:25  
yeah, I'm also drowning in video. So what I do? And I do this with every single video, and hopefully this will help somebody. But again, back to time management and using your time as best you can. So if I was doing this interview with Matt, if it was the other way around, and Matt was once again on my podcast. As soon as I was done with Matt, I would instantly edit the audio portion so it's ready for my podcast. I'll separate it to every question that I asked, unless it's a fucking bullshit question, and it wasn't, I don't want to use it, but all the audio that I will use. I'll separate them individually each question, and then I'll upload the video to YouTube, and I'll do the same thing. I'll screenshot. That's how I do it. I actually go to YouTube and I screenshot my phone. I don't know if that's like, super effective, but it's the way that I do it. And then I'll go back and I'll, you know, that's where I start to put the question, like, right here. I'll put like, whatever the question was, but I'll make it nice so it looks visually appealing when I put it up on on social media. And I do that with every single interview, and it takes, you know, whatever it is, let's say it's an hour long interview. It's probably going to take me a couple hours to get that done, but then it's done now I don't have to worry about it until I need to schedule it. And it's such a time saver, because if I if I say, Yeah, whatever, forget it. I'll just do it in a couple, two, three days or a week from now, or, like, Matt's not until next month. I'll just do it in three weeks. Then I'll just forget everything that. Be said, or it won't be as sharp, and then I'll have to go back and like, Oh yeah, right, he said that, where's that end again and and it just eats up time again. It's only five minutes savings, but it's five minutes over the year, which actually turns out to be I saved a day of my life.

Tara Sands  15:13  
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Matt Cundill  15:46  
Your show feels like a machine because you got workflows for the social media, you've got workflows for the audio, you've got workflows for the video, and you still have some time left over, which is incredible.

Todd Hancock  15:59  
Yes, I do the sheer amount of work that I do would drive most people to their knees. I think no

Matt Cundill  16:07  
disrespect for the jobs that we did when we weren't doing morning shows, but this is harder,

Todd Hancock  16:13  
yeah, because, like, less

Matt Cundill  16:14  
pressure than doing afternoon drive on seafox. Yeah, fuck

Todd Hancock  16:18  
that. I don't agree with that at all.

Matt Cundill  16:21  
Well, I mean less ratings pressure. Oh, sure, no ratings pressure.

Todd Hancock  16:25  
But the pressure that the reason I say screw that is because the pressure of keeping sponsors. You don't think about that shit as a as a jock, like they're like, do whatever you need to do to get people 25 to 54 listening like, be a jackass and be that person. It's like, Roger, I can do that, but that's all I had to do. Occasionally, voice a commercial, or, like, go on location, or MC, you know, it can you MC Metallica at GM place is like, yeah, you kidding me? Didn't feel like a job. But this more, there's more pressure in just kind of like keeping things going and finding good guests and writing good social media and creating great graphics, and there's more pressure in that way. But you're right, nothing's going to compare to the pressure of having to perform for sure. Like for this, I work, when I feel creative. You don't have that option, like at sea Fox, there were dude, you have four hours a day between three and seven. Give her bullets. It's like, okay, cool. Well, I just had a fight with my girlfriend, or, you know, my mom, whatever or whatever it is, but put that to the side. Go kick some ass. Well, now if I'm having a fight with my wife, I'm not going to be like, I'm going to go edit a podcast. I'm gonna be like, fuck. I'm gonna kick around the dog and like, I'm just gonna be a mopey little asshole until I'm creative. So that's the benefit, I think, of what we do in this world is that we don't have to be creative at a certain time when the inspiration strikes. I'm like, Hey, Jess my wife. I'm gonna go downstairs. I'm gonna pound away, can keep the boys away from me, and then I just go, like, when I'm when I'm working on this podcast, I am a machine.

Matt Cundill  18:11  
Is this why you get up at 6am that's a creative time for you.

Todd Hancock  18:15  
Yeah, not really. No, I get up at 6am because everything's quiet. Nobody's up. I can have a coffee. And just kind of, how am I going to approach my day?

Matt Cundill  18:24  
That would be a creative time. Like, because, how do I approach my day as part of the creativity?

Todd Hancock  18:29  
I mean, I guess, yeah. I mean, I'm only doing into, like, okay, like, strategically, like, I got that, I got Matt, I got this, I got I got to do these students at school. Like, but my creative time, which is odd, is usually nighttime. I don't know why. I just feel like I get the writing bug. Then I'm more than happy to take a half hour and create something really, really good, but it's usually at nighttime

Matt Cundill  18:57  
I get that. I've done some late night work and Saturday night strangely too, if I'm not going out Saturday night's a wonderful time. Just to write, you've got a great Rolodex. You could probably get Chad Krueger from Nickelback on your show. Oh, wait, you did already. But for those guests that you don't have a contact with, what's some good strategies to getting a guest to come on your show?

Todd Hancock  19:19  
Well, certainly sharing your numbers. That's a, usually a good pushover for me. And of course, whatever is close to their world, right? So if I'm trying to get on I don't know guy from Five Finger Death Punch, I'll send them. You know, here's mega deaths bassist, here's Chad Kruger of Nickelback. Here's Vinnie Paul from Pantera. Here's Steel Panther. Here's, you know, I'll just shove them all these guests that are kind of in their same world, and like, Oh, they're doing it. And like, good numbers. And so that's kind of how, if I don't know somebody, I'll just straight up message them.

Matt Cundill  19:58  
Yeah, so do you go through their social. The end, do you go right to the artist, or do you go through ANR, or do you go through a record company?

Todd Hancock  20:04  
Sometimes all of the above, right? So leaving seafox, as soon as I left, I knew that I was going to do this podcast, what it was going to look like and sound like. I didn't know, but I was very diligent about keeping those relationships open and alive. So all of the record reps that I'd worked with over the years, I shot them hey emails like, hey, you know, I just gotta let go. I don't know if you heard, but I'm probably gonna start a podcast. Will you give me consideration like you would have at sea Fox, like, yeah, of course. You're fucking Todd Hancock, yeah. So I did that with all the record companies and, like, all the any sort of reps that I knew with sporting world or entertainment world, or whatever. I just made sure everybody was aware that I was no longer at sea Fox. I'm gonna start up a podcast. I don't know what it's gonna be called, podcast, podcast, and that's what I did. And now, so if I run into the I want to get that person on, I don't know who the rep is going right to the source. Hey, I love your stuff. Like literally need 2030, minutes of your time any interest. And I would say probably half the time. Like, it's not, it's not a guaranteed that they're making it. But if I have a contact with your PR company, it's only a matter of time.

Matt Cundill  21:17  
How many live events have you done?

Todd Hancock  21:19  
At least 100 Wow.

Matt Cundill  21:22  
And what constitutes the live event? Like, you'll record a podcast from somewhere,

Todd Hancock  21:28  
sure, yep, and it's always the same style. Like, I haven't really changed the style over the years because it was, it's very radio. I did the comfort of, okay, I know I can interview somebody. I know I can do it while they play. I did the rock report, right? So, like, I know I could pull that off. So that was just the style was always, I'll interview you while you play. Kind of like a much music, intimate and interactive. If anybody remembers that from back in the day, it's very close to that. And the only thing that's that's changed is the name of the show, because initially I launched it as the cheap thrills. So it was a win to get in. No tickets sold. Come check out Todd Kearns at the Roxy. See Sean voreux at the Roxy, Daniel Wesley at the Roxy, that that sort of thing. And now I've been five years at a place called the blue light studio in East Vancouver, and they do their blue light sessions. So I'm now into the blue light sessions. I'm volume 49 so we're getting to our fifth year there. Now once a month. It's once a month thing. So much fun. Like, it's a great little studio. We pack it with like 6070 people, and that's great crowd participation, singing, clapping, dancing, you know, hanging out with the artists and stuff, and it's so much fun.

Matt Cundill  22:47  
Do you find that any of the events you do, or the work you do, or the brand that you've created in Vancouver runs in competition against C, Fox, C, FMI, or any other radio property? I mean, I guess, or do they do? They look at you that way?

Todd Hancock  23:03  
I don't know, honestly,

Matt Cundill  23:05  
because I get the feeling like the stuff you're doing, they don't really do anymore. No.

Todd Hancock  23:10  
I mean, radio dropped the ball, and they still should pick it up. They, you know, everything that I do, they should be doing with at least their morning show, probably their drive show, maybe every show. Does that mean you get to get paid more? Fuck yeah, yeah. You should pay your jocks more if they're going to do other content outside of being on the radio. Yeah, you should pay them more. But that also means that there's another revenue stream like you think I'm doing this for free, you're dreaming. No chance I would not do this if I wasn't getting paid. I like doing it, don't get me wrong, but if there was no money coming in, I'm not going to miss my kids hockey practice to fucking interview Zach Wilde. It's not happening. So radio dropped the ball.

Matt Cundill  23:53  
And so how do you look at the medium of radio, which is often live, and now, in the case of like, a morning show. It's a big production Morning Show compared to what you're doing, which is a lot of on demand. It's recorded. Yeah, it's audio on demand. I mean, it feels like a completely different world when we compare radio to podcast. Radio is live local. Now, they don't do a very good job of repurposing their content and bringing me back in for some other reason, but you're 100%

Todd Hancock  24:23  
on demand. Yeah. I mean, yeah, I'm essentially a, you know, the term content creator has been thrown at me a few times over the year. Like, you know, do you really think you're an influencer? It's like, I didn't fucking get in. Like, do you know me at all? I didn't get into this to be an influencer. I got into it because I needed to pay my bills, you know, and this was, I didn't want to get into back to radio, because I was so jaded of getting let go from Fox. I was like, well, if C Fox, who I was so loyal to over the years, I worked for 15 years, like, if they're gonna let me go, literally anybody's gonna let me go. So maybe, maybe I should take advice from my friends that are like, dude, start. A podcast, so radio, they should be doing everything that a podcaster does, and then some it's ridiculous that they're not.

Matt Cundill  25:12  
I find it odd. And I remember we were both let go from the same company around the same time, probably, you know, separated by eight months, maybe. But I remember being told I was going to let go, and I thought, Oh, that's not going to work out well for you, because I don't know what you think you're going to be doing with, what you're going to be leaving behind, but it wasn't just me, but it was like the people who had left before me, followed by the people who are leaving after me, followed by, course, is now a penny stock.

Todd Hancock  25:37  
I sold my stock, and it was like 100 and something a share when I sold and I made, like, 80k boom, out of the gate. It was a life saver. Yeah.

Matt Cundill  25:49  
So 2015 was probably when you sold.

Todd Hancock  25:52  
2014 I got fired in July or June 14, and, like, June 16,

Matt Cundill  25:59  
dump them. That was the time to get out. Yeah. Wow. So do you miss it radio? Do I miss radio?

Todd Hancock  26:07  
Not really. I mean, I miss the cool things that radio does, like big things where there's 500 listeners, and you're emceeing things and they're going to be flying off to Mexico, or I miss the listeners calling up and being part of the show, but all of those things I can kind of scratch the itch with. You know what? I miss the live events? Well, that's why I do live events. I miss the listeners. That's why I engage so much. When I'm on social media, like I don't just throw shit out and throw it out, you throw it out and you comment, I'm fucking probably chirping you back. If you want to chirp me off, I'll chirp you right back. So I scratch all the itches that I miss about radio with this podcast and social media and and all that.

Matt Cundill  26:53  
If you had another few hours in your day, how would you dedicate it to making your show better? What is something that you wish you could do, but there's just not enough hours in the day. And it's funny, because the other part of the question would be, well, if I gave you $100,000 how would you market your podcast? I have an idea. I'm not I mean, your case, you just put out. You could go with billboards, you'd go some paid ads. You could do some promotions, but, but I just gonna give you a few more hours in your day. What would you like to do with your show?

Todd Hancock  27:21  
That's a tricky question, because I feel like I'm, I feel like it's pretty good, as is, like, I probably would just do more video content, but Quicker, quicker stuff, I guess, because I find that that's, that's the stuff that people just Doom scroll on. They get that like, Oh, it's 10 or 15 seconds or whatever, and I do a little bit of that, but I try to get meaty and get an answer of one specific question. If it's 45 seconds or a minute and a half, like you're getting it all. But that's probably what I would do if I had more time, is just specifically find more click baity 10 to 15 second videos and make them nice and fluffy, and it's not clickbait,

Matt Cundill  28:03  
it's engagement pieces.

Todd Hancock  28:04  
But yeah, that'd be nice. Man another three hours would be something else,

Matt Cundill  28:09  
and you're doing another podcast as well

Todd Hancock  28:10  
with Mandy. Yeah, the little podcast that could and it is hauling ass. It gets almost better engagement than what I get with this podcast, what's it about? Well, it's more than anything. It's just an interview, like, it's not that we're specifically okay. We're gonna build a story, or there's multiple guests, or there's features within or, you know, the stuff that I do with mine, more than anything, it's just, let's have a lifestyle conversation with this rock star. Or, you know, we had a really famous photographer named Mark Smith on right before Christmas that blew up. And, yeah, I mean, I think that what it is is like Mandy just has such a huge following on social media that they're rabid for her content, and they're just, they just want to follow along and be part of, part of the journey.

Matt Cundill  28:58  
What are you looking forward to in the podcast in 2026 this is going to be year number 12.

Todd Hancock  29:06  
This is 12 years. Yep. Honestly, I don't really there's nothing that I look forward to. I don't know if that's a weird way to answer it, but more of the same. I guess. You know, it feels, Matt, it just feels that I'm at that point. You know what? You where you get to that point, and you're like, something's gotta fucking go sideways, like something has to happen, something bad's gonna happen. I'm at I feel like that. I feel like I've been like that for about two or three years. Like, since covid, I almost stopped the podcast because of covid. I just lost so many sponsors, and was trying to justify again, like missing my kids practice, or I can't do this with them, or whatever, and it was hard to justify the money that was coming in for the hours spent and missing important stuff like that. It's easier when the there's another zero at the end of the equation, and you can be. Like, I'll pick you up after the game. Be great. We're going to go for ice cream after or whatever, but I'm going to miss the game unfortunately, because I got this or whatever. But I think more of the same. I don't know if that's a hokey answer or not. I just feel that this thing is clicking along so well to ask for more as greedy

Matt Cundill  30:18  
well for anybody who hasn't figured out the lesson in this episode and why you're successful at this, it is relationships, and the relationships you've built with your clients and with the audience who've done such a great job. You took all the superpowers that you had at Radio, and you've built a nice little podcast monster here. So congratulations.

Todd Hancock  30:37  
Thank you, Matt. Yeah, like I said off the top, I never thought I would do this for more than a year. So to be here 12 years in, it is now starting to eclipse my time 20 years in radio. If you ask me, What's your career highlight? I'm not saying it's seafox afternoons anymore. I mean, I'd love my time there. Don't get me wrong. I you know, the reason I have this podcast is because of my time there. Reason I own a house in Vancouver is because of my time there, but based on the sheer volume of work and a rebrand. Oh, you're taught from seafox. I'm not taught from seafox anymore. People are like, Yo, you're taught from the Todd cast. So to do that, to change public perception. I can't even put it into words how hard that is. So this is easily my career highlight, which is crazy to think.

Matt Cundill  31:30  
It's insane, because you certainly didn't think that 12 years ago.

Todd Hancock  31:34  
No, this was a flash in the pan in my view. I'll do this until I can't anymore, and then I'll fucking go do mornings in Lethbridge, whatever.

Matt Cundill  31:42  
Todd, thanks so much for doing this. I appreciate

Todd Hancock  31:45  
it. Thank you, Matt, good to see you, buddy.

Tara Sands  31:52  
Another sound off media company podcast. You.