James Burtt joins Robin Johnson to share his remarkable journey from a failed radio presenter and cabaret singer to becoming one of the UK’s leading podcast producers. Having launched almost 200 shows—with 98% charting on iTunes—James reveals the strategies behind creating, growing, and monetising successful podcasts.
He breaks down why podcasting is the most underused marketing tool for businesses, how authenticity drives long-term results, and why most creators quit before the breakthrough. From early missteps in radio to building Phonic, a thriving podcast production agency, this episode is packed with straight-talking advice for creators, entrepreneurs, and brands who want to stand out through storytelling.
Key Topics Covered
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Yours for the Making with Robin Johnson is the podcast that celebrates creativity, craftsmanship, and the art of making. Hosted by Robin Johnson — founder of Johnson Bespoke and BBC presenter on The Travelling Auctioneers, The Restorers, Woodland Workshop — this podcast dives into the stories of makers from all walks of life. From woodworkers, metal fabricators, and chefs to artists, designers, and hobbyists, each episode offers real conversations with the people behind the things we love.
Whether you're a hands-on creative, aspiring artisan, or simply curious about how things are made, this podcast offers inspiration, insight, and practical wisdom. Expect behind-the-scenes stories, lessons in process and passion, and a celebration of the maker movement in all its forms.
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Key Moments:
00:00 – Robin introduces podcast producer James Burtt
03:25 – From failed radio presenter to discovering podcasting
05:55 – How Phonic was born during the pandemic
07:18 – How to monetise a podcast without ads
12:15 – The power of guest selection and tactical networking
17:22 – Why you don’t need fancy equipment to start a podcast
21:41 – Lessons from Steven Bartlett and Joe Rogan’s rise
26:45 – Why most creators give up too soon
30:45 – The importance of authenticity in building an audience
39:00 – How to choose the right guests for long-term growth
46:49 – Advice for aspiring podcasters: define your version of success
53:36 – The truth about content quality and audience fit
56:39 – Life advice: stickability, consistency, and learning your craft
1:00:49 – Why persistence always wins
