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Think your niche is too small or too big for a podcast? Think again.
In this episode of the Master Your Business Podcast, I sit down with Mike Richards, founder of The Treasury Recruitment Company and host of the Treasury Career Corner. This podcast has grown to nearly 400 episodes and over 200,000 downloads, but also turned Mike into a global speaker, LinkedIn influencer, and event host... all in a niche most people can’t even define or would consider boring.
If you've ever said, “Who would listen to me?” or “My industry’s too boring,” this episode will flip that thought on its head.
We get into the gritty reality of podcasting and live event hosting, sharing the exact systems Mike used to stay consistent for 7+ years, attract high-profile guests like the global treasurers of PayPal, Amazon, and Porsche, and land speaking gigs at international conferences… even with leaf blowers, chainsaws, and curveballs in the background.
Whether you’re a coach, consultant, or creative service provider, this one’s a masterclass in how to build visibility, influence, and client trust using the tools you already have.
We Cover:
✔️ Why your niche is your superpower, not your limitation
✔️ How Mike turned a podcast into live, sponsor-funded events across the globe
✔️ The truth about podcasting with purpose (and what to avoid early on)
✔️ The systems that keep content rolling without burning out
✔️ How to get guests who boost your credibility and how to keep it interesting
✔️ Turning listeners into clients, sponsors, and superfans
✔️ What it really takes to become known, liked, and trusted in your space
Timestamps:
[02:34] Why podcasting isn’t about being perfect
[04:11] What inspired Mike to start his podcast
[07:00] Owning your niche and why small is powerful
[13:56] How the podcast shifted Mike’s brand and business
[20:06] From podcast to live events (and why they work)
[21:33] How he funds events without feeling salesy
[26:45] Keeping your show fresh with repeatable formats
[27:40] Hosting with impact and why it's never about you
[39:14] Big podcast mistakes and what to do instead
[40:54] When listeners become clients, fans, and followers
[47:00] What’s next for Mike and the power of strategic asks
🔗 Connect with Mike Richards:
🎧 Podcast: TreasuryCareerCorner.com
🌐 Website: TreasuryRecruitment.com
💼 LinkedIn: Mike Richards
About Mike Richards:
Mike Richards is the founder of The Treasury Recruitment Company and host of the Treasury Career Corner podcast. With 25+ years in treasury recruitment and nearly 400 podcast interviews with global financial leaders, Mike has built a brand that dominates a niche market, generates high-value leads, and fuels sponsor-backed international events. He’s proof that small can be mighty, and podcasting is a game-changer.
💻 Mentioned Tools & Resources
👉 Try Descript FREE via my partner link: https://get.descript.com/mcq619l35eau
🎁Niche Domination Checklist: https://www.deirdremartin.ie/niche-domination
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Education in your ears.”
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