In this episode of Cutting Through the Clutter, host Cyndee Woolley sits down with Justin Grant, an attorney-turned-podcast producer who traded Phoenix for Edinburgh’s historic streets to build Professional Productions in 2022.
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Grant’s path to podcasting was unconventional. After graduating law school during Arizona’s worst legal economy, he started a solo practice but found himself “just generally dissatisfied.” A 2015 vacation to Edinburgh sparked a life-changing decision. Walking among 18th and 19th century buildings, he was struck by the contrast to Phoenix’s tendency to demolish “everything that isn’t commercially useful.”
Audiobook recording became his gateway to audio editing, developing skills that proved invaluable when COVID hit. That eventually led into podcast production with another company, and in 2022 he started his own freelance operation.
Now specializing in accounting podcasts, Grant has witnessed remarkable outcomes. One client’s show evolved to focus on mental health after the host suffered a stroke. The result? An annual conference and recognition on Accounting Today’s Top 100 Most Influential People list for two consecutive years.
Grant’s core philosophy challenges conventional podcast marketing: avoid constant self-promotion. “Don’t fall into the trap of hey look at my company we’re so great we offer all these great services,” he advises. Instead, build community by showcasing guests. One client mentioned his own business only “half a dozen times” across 78 episodes.
Grant emphasizes balancing professional-grade audio quality with authentic marketing content, repurposing podcast content across platforms, and tracking leads.
Links and Resources:
Connect with Justin Grant on LinkedIn: https://www.linkedin.com/in/justin-grant-az-sco/
Website: https://www.ProfessionalProductions.net
