12 Business Lessons Podcasters Can Learn From Dolly Parton

Dolly Parton, country legend, and really she

did so much more than country music, and we're going to talk

about that. Died this week, and I totally admire her. Not so

much; I wasn't a big Dolly fan with her music, but I can

definitely recognize her talent. But more importantly, an amazing

businesswoman. And so today, I've got 12 lessons that

podcasters can learn from Dolly Parton because she's been doing

this a very long time, and success leaves clues. Hit it,

ladies.

The SOP Singers: The School of Podcasting with Dave Jackson.

Podcasting Sense 2005. I am your award-winning

Hall of Fame podcast coach, Dave Jackson. Thanking you so much

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sign up for either a monthly, quarterly, or yearly

subscription. And today, we're going to talk about growing your

show through the lens of Dolly Parton. Dolly Parton died on

August 25th, and this is a person that I've known of. I

once almost threw up in her theme park. I might share that

later because who doesn't want to talk about vomit, but when I

found out that she earned a spot in the Grand Old Opry when she

was like 13, and she died at the age of 80, I was like, okay,

anybody can be popular, you know, musicians and such for

five to 10 years, there are few Rod Stewart, you know the

Rolling Stones, but you know all those bands from the '80s are

now working at Denny's or you know Chick Fil A. Who knows? And

so, for me, success always leaves clues, and so I've got

some lessons from Dolly Parton. As I did some research, I

learned a bunch of stuff about her that I was like, "Oh, well,

podcasters should be doing this. And so the first one is you've

heard me say your podcast builds relationships, and those

relationships lead to opportunities. And when you go

and you take care of those opportunities, it helps grow

your audience, which you guessed it builds more relationships,

etc. etc. So here she is. She's a teenager, and in the late 60s,

she gets a deal on a TV show that is syndicated called the

Porter Waggoner Show, making $60,000 a year-that was serious

money for the time, and according to Davi, that was more

money that she never seen. And she was there for quite some

time. She was kind of the the sidekick, and she never really

wanted to be a sidekick. So I always say, but she took

advantage of that opportunity, and that is key. In the future,

we're going to talk about speaking gigs on this show and

how your podcast can help get speaking gigs. But the other

thing you have to do is when you are on a stage, you have to take

advantage of the opportunity. And Dolly did, and when she kind

of got all she could out of that, she left In 1974, because

it was really, you know, the Porter Wagner show. It wasn't

the Dolly Parton show, and she wanted to have. He was kind of

her manager. She was kind of under his thumb, not in a like

weird, you know, abusive way, but she just wanted bigger

things, and so she went to leave. And Porter's like, "I'm

kind of pulled a like. You'll never work another day in this,

you know. He said he was going to get her dumped from her

label. Well, here's the thing: Dolly Parton has talent, and in

the end, he sued her. She had to pay him a million dollars, and

it kind of ruined their relationship. Now, luckily,

later in life, they both were able to kind of reconcile, and

she always was always very appreciative for everything she

did. And here's the one thing I was thinking about: this what

makes Dolly Parton so weird in today's society, and I say that

with love and respect, and it's what makes her stand out. And

it's not the big wig or the big boobs. We're going to talk about

that in a second, but the fact she's an optimist. Think about

that-like always an optimist-to where it made her like this

cartoon character. Because who can be an optimist? Well, Dolly

could, and everybody I've heard multiple people explain that

when she walked in a room, it just lit up because she wasn't

like everybody else.

The second thing, and I kind of mentioned it, when you think of

Dolly Parton, if you're a guy at least, you think, wow, those are

some big yes thoughts that Dolly had, and she had a big wig, and

it was funny because she kind of created her look based on what

she called the town tramp. They would go to town. That's another

thing. She grew up so poor, like in a one-bedroom or one-room log

cabin. Now I've been to Pigeon Forge, Tennessee, and I've seen

these barely standing houses kind of stuck in the side of a

mountain, and it's amazing that that's where she came from. But

when they did go to town. She would see this one woman who had

you know peroxide blonde hair, red lipsticks, red nails, and

she thought she was pretty. And her mom said, "Oh no, she's just

trash. And Dolly was like, "Well, I wanted to look like

trash. One of her favorite lines is, "It costs a lot of money to

look this cheap, but the thing was, and you, you know, look,

she's got boobs and she's got big hair, so you definitely she

grabs your attention. And someday I'm going to do a

building a better Dave episode on 37 different ways to say

boobs because there are a lot of different ways, but that's

another podcast. And she caught your attention. That's one

thing. And I always say, celebrity podcasts. People like,

oh, you have to be a celebrity to make it in the podcasting

thing. I'm like, no, no, your celebrity will get me to click

once. Dolly had the talent to make you come back for more, and

again, she was just so nice and funny, very funny, and often she

would make the jokes that you were going to make about her

before you did. So she was very willing to roll with the

punches. Look, here's the thing: one of her first songs was

called "Dumb Blonde, and she was anything but. She knew exactly

what she was doing, and she was like, "Look, I'm going to go out

there with some big major league Yavahos and a big weird wig.

People are going to go, 'What the heck is that? And then I'm

going to hit them with my voice, and that will be it. So she did

something to stand out, even though she took a lot of heat

from it. I was watching a an interview with Barbara Walters.

This is from the 70s, and Barbara Walters really was like,

"You don't have to look like this. Kind of really kind of

shaming her or whatever. And Barbara Walters is like, "If if

I didn't know you, you know, I might call you a hillbilly, and

Dolly's like, yeah, and I might kick you in the shin, which I

thought was hilarious. So she did something to stand out to

grab attention, but she had the confidence and the talent. Now,

why did she have the confidence? Because she'd been singing since

she was like four. So, but she did something to stand out. Most

people don't know this, but how they got Jen, John Glenn, and

all the other astronauts to go to the moon is they simply said

there's boobs up there. But the next thing I love this story, so

she's written recorded the song "I Will Always Love You" in

1973, and she wrote that as a farewell to Porter Wagner and

Elvis Presley. Now this is back when Elvis was like Elvis, and

he said, "Hey, I want to record your song. Well, she had already

recorded it; it was a hit. Other people had started to record it,

so it was already pretty clear that this was a good song. And

she said she even knew when she recorded it that this was

something special. And Elvis comes over and says, "I'm going

to record your song. And she's like, "That's the best news

ever. And then Colonel Tom Parker, the weird, crazy guy

that was his manager, said, "Oh, by the way, we're going to buy

the rights to this. Like we're going to buy your publishing.

And she goes, okay. Now realize this is Elvis, and you know, and

she said no. She said no. I'm not selling the rights to my

song, even though it's you know it's Elvis, it's the king.

Yeah, thank you, thank you very much. And she had no idea that

in 1992, you know, Whitney Houston would do the song where

it spent 14 weeks at number one, went 11 times platinum, and is

estimated at 20 million copies sold worldwide because Dali

still owned 100% of the. Publishing that single song, and

she has over 3000 songs, but that song brought in 10 million

in royalties during the 1990s alone, and according to Forbes,

an estimated 20 million total from the Houston version. That's

not counting Dolly's version and everybody else's version. So, I

what does this have to do with podcasters? My friend Steve

Stewart, I love this line. Don't sell your audience to your

sponsor. That's that's kind of the epitome of selling out.

Instead, sell your sponsor on the value of your audience, and

as we're you know podcasters on september 30, I'm going to be

doing a webinar about understanding the mechanics of a

podcast. Because sometimes if you're asked to join a network,

you might have to switch your feed. Well, after understanding

the mechanics of a podcast in the same way that Dolly was

like, "I don't think so, you might go, "I don't think so. Own

your website, own your domain, get a mailing list, own your

audience, so that no one can take it away. And because I know

YouTube kicked out a really top parenting podcast, now they have

since been put back, but that's only because James Krenlin

mentioned it. And so, in the same way that Dolly had big

dreams that she knew were going to take big years, she didn't go

for the quick fix and held on to what was important, which was

her publishing. So we need to hold on to our feeds, our

audience via a newsletter. Own your stuff, R.I.P. Todd Cochran.

Get your own domain name. I'm here to tell you, GoDaddy.

Yeah, yeah, yeah. One

of the things that I really think endeared

Dolly to everyone is I mentioned this. She typically would crack

on herself before you could even, you know, come up with a

line. And she said, "If I see something, this is in regards to

plastic surgery. Then whoever is her plastic surgeon surgeon

should like she doesn't look like a giant chipmunk. So many

people get plastic surgery and they look worse. She said, "If I

see something sagging, bagging, or dragging, I'm going to have

it nipped, tucked, or sucked. Her nephew is the head of

security and has been for a while. In his announcement

stating her passing, there was even a joke in there about she's

finally ready to put down the rhinestones and get into some

cotton and feel comfortable. So we all do our best, but I always

say have fun while you're doing it. Otherwise, you might get

tired of the show.

Yeah, yeah, yeah.

We talk about this a lot. She was consistent.

In fact, she slept in her makeup in the event she had to get up

in the middle of night because there was an earthquake or

something. She never wanted to be seen without her makeup and

her wigs and all that. And so there was that part that was

consistent. But the other thing we're going to talk about-I'm

stealing all my own thunder. No matter what she did, she was

always Dolly, and the beauty of it is she's one of those people

that really only needed one name. She would start off videos

with like, "Hey, it's Dolly, and if you say Dolly, unless you're

Louis Armstrong, and that's a way too old reference, most

people are thinking parting, and you think of the bigwig and the

big thoughts and the big brain, and she never in her you know

whatever 70 years of performing, she was never let that down, and

everybody said that when you met her, what you saw on stage is

what you got off stage, and so she was just this bubbly ray of

light in a giant wig with giant thoughts.

Yeah, yeah, yeah.

Dolly knew her why, and so this one kind of

ties in to the last lesson of being consistent, but also her

why. So Dollywood was not built by Dolly. It had been there with

a couple generic theme park names, and she bought into it.

And when she did, this was in 1986. She didn't just take the

licensing fee and leave. She really wanted it to bring jobs

to that town because it was again in Tennessee where she was

from, and the decision really to root that business was something

true for her instead of something generic and scalable.

It was a big deal, and I don't know that she ever did anything

half. Way, and so it's this theme park. I've been to it

again. I'll talk about it later. But it now generates around 180

to 580 million dollars a year with her stake alone valued at

165 million. And so the lesson here is, you notice that not

everybody started a theme park. It seems like all the

celebrities are now selling their own brand of tequila or

something like that, and that works for some, but not for

everybody. And Dolly did this because she knew her why. She

wanted to help her hometown. She wanted to bring some jobs to the

area. And if anybody else tried to do this, it probably wouldn't

work because they're not Dolly. So when you try to go, oh, I'm

just gonna follow their template and do their show and put my

name on it, it's probably not gonna work. And we'll be talking

more about that in a future episode because I've seen some

things that well make me want to vomit, like I almost did at

Dollywood.

Yeah, yeah, yeah.

because of Dolly's confidence in her

talent, and she wrote songs all the time. She was not afraid to

try different things. She kind of she she went from being

country. It's kind of funny. She was country, and then kind of

dipped her toe into what was pop back in the 70s, and had hits

with things like Nine to Five and et cetera, et cetera, and

that made her so popular. She said that I got to go back and

make albums that were basically bluegrass that she couldn't make

before because it was way too niche. And she said, "Yeah, I

had to get rich so I could come back and sound poor. But she

tried a lot of different things. She went into TV. She did

movies. And near the end of her life, they took her life and

made it a Broadway play. And she went and wrote a lot of the

music for the Broadway play. And every time she did, it was very

dolly, and it was always interesting, and it was always

entertaining. And so I thought this was interesting that she

got inducted into the Rock and Roll Hall of Fame, and she said,

"Look, I'm not rock and roll. What are you guys doing? And she

said, "I didn't want it. They inducted her anyway. And so she

made a rock album, and it's really interesting because I'm

here to tell you, it's not bad. Because when I heard that, I'm

like, "Wait, what? And then she embraced all sorts of people.

Like she did a duet with the lead singer of Judas Priest,

huh? Yeah, she did, and he was amazed. He was like, "Man, I

can't believe I get to sing with Dolly Parton, so I noticed

because she was such an icon to people that she did a lot of

songs with people and artists like Sabrina Carpenter, who's

also known for her hair and big thoughts, and they did a song

together, and it was kind of a mentorship, but also you want

their audience, so Dolly wanted Sabrina Carpenter's audience to

go. Wait, Sabrina just said she looks up to Dolly. Who is this

woman? And then you get their audience. So she was not afraid

to go into different genres as long as she could still just be

Dolly, and consequently, she grew her audience by reaching

out to similar artists, or probably more importantly, they

reached out to her. And so, this is where we are doing growth

masterminds at the School of Podcasting. One of the things we

talk about is find somebody who does a show like yours, somebody

that shares an audience, and reach out to them and see if you

want to do some sort of cross promotion. Dolly knew what she

was good at, but she wasn't an egomaniac, meaning that she

would do everything herself. She wrote a Christmas movie, and so

she knew the script and all that part because she had been in

movies. But she knew directing was not something she was ready

to tackle, so she hired Henry Winkler. Yes, the Fonz. How cool

was that? Because that guy is amazing, and they made a great

Christmas movie. So the lesson: do the things that you're good

at that you want to do, and then the rest outsource to somebody

who knows it better than you do. Dolly Parton is a billionaire,

but it doesn't show that on the spreadsheet because she gave

away a crap ton of money, and she said, "I pray that when she

was talking to God, that He would give me enough money to

share and enough to spare. And this is just amazing. When I was

reading about this, she was a I can never say this word

philanthropist. And in 1995, she launched this thing called the

Imagination Library because her father couldn't read. This was

her kind of homage to her father. And it started off where

every month they would send children a free book, and I want

to take a tangent since we're talking about this. Parents, get

your kids off the screen instead of sending them a phone. You

know, to to here's it's it's like the new pacifier. Here,

here's a phone. Here's an iPad. Hand them a book, please. I'm

here to tell you that's you will thank me later for that.

But she sends books, not iPads, to enrolled children from birth

to age five. Now it started there, then it grew to

Tennessee, then it grew to the U.S. and now it's grown

worldwide. So 200 million books worldwide in partnership with

local governments, libraries, and she even has left millions

of dollars to this so that it can go on and on because she

believes in education and she put money aside for this to

continue after her death. So the lesson here for podcasters, and

I see this a lot. I just got back from empowered podcasting,

and we all help each other. There's not a lot of jealousy.

We're always giving towards each other. One of the reasons why I

do ask the podcast coach every Saturday is I had somebody. This

was after I originally started that show to play with Blog Talk

Radio, which was horrendous. And then somebody asked me, "Hey,

I'm trying to join the school of podcasting, but I can't really

afford that, and I can't afford you to do just one-on-one

consulting, and I said, "Well, just Saturday morning at 1030

Eastern, it's live consulting. So that's kind of not that I'm

comparing myself to Dolly Parton in any way, but that's one of

the reasons why I do that show. So find a way that you can give

back to the community. I know in the past I've been someone's

first or second episode. Like they will interview me when they

had no audience, and then later after they grew it, they're

like, "I'm never gonna forget you came on episode two. So

there are ways that we can give back to people in our community,

and in just a second, I think it's probably one of the best

tips if you want to keep your audience. This is one, and she

did not like deviate from this at all. Right after this,

yeah, yeah, yeah.

She has been offered twice, really three

times, from two different presidents, the Presidential

Medal of Honor, and she turned them down. One was a Democrat,

one was a Republican, because she vehemently would not talk

about politics. Here's a quick clip of a reporter kind of

trying to get her to you know trap into it, and she just knew

this wasn't a good idea. We

have a president of the United States who said those

things on that bus.

I'm not addressing that. I do not get into that. Of course, I

have my opinion about everybody and everything, but I learned a

long time ago: keep your damn mouth shut if you want to stay

in show business. I'm not in politics. I'm an entertainer.

And for the record, so was Johnny Carson

took that stance. But here again, mainstream media trying

to get their soundbite. He comes right back at her.

And yet, you're also a role model.

Yes, I am. That's why I don't talk about people. So if you are

deciding you may want to ask me something more serious, don't

because I'm not going to fair. Well, you

might still ask.

Well, you can ask, but I might still tell you where to put it

if I don't already got it.

And so politics is one of those things. If you

want to keep your audience, you probably shouldn't talk about.

And of course, the other one was religion. And so I thought this

was amazing because she actually chimed in a little bit because

she was a a Christian, a strong Christian. She talked about her

faith all the time, and because you know the internet that had

people giving her flak, and so here's what she said to this,

and I love this because she is using in this case Christian's

own words against people who are coming after her, which to me

just shows again the immense intelligence of this woman.

Did any of the faith-based communities that

deeply believe the other way take umbrage with you?

Oh, absolutely.

They did.

Oh yes, I get it all the time. I keep saying, well, if you're the

fine Christian that you're, you think you are. Why are you

judging people? Why are you? That's God's job. We're not God.

We're not judges. You know, we're supposed to love one

another. We're supposed to not judge, and we're not supposed to

take vengeance on other people. That's God's job. So I, I got

too much to do on my own. Try to do God's work too. I mean, not.

To you know, to get into trying to do all that. So yeah, I have

to. I've suffered for everything I do. I'm not out to make any.

You know, I just think that we should be more loving, more

caring. We are who we are.

Yeah, yeah, yeah. One

of the things Dolly did as she tried all these

new things and experimented is she learned, and one thing that

she definitely learned when I was at Dollywood, which is exit

through the gift shop. And so, how does that apply to

podcasting? If you want people to buy something, or if you want

them to donate, or if you want them to do whatever it is, join

the email. You have to put that option in front of them, and in

her case, there was no way around it. We can't do that with

podcasting. There's a skip button, and if you're in

Spotify, there's a big skip button. But nonetheless, if you

want to have your audience do something, you have to get that

option in front of them. And with her, it was great exit

through the gift shop. The other thing she did is there was some

sort of restaurant where it was kings versus kings and knights

and big turkey legs, and that was in Georgia, a different

state. And so she took that idea and again know your audience.

And instead of king versus king, it was north versus south. I

think there was a video of her singing something, and of

course, when you got done eating, you know, lots of food,

you then exited through the gift shop.

Yeah, yeah, yeah.

Now this doesn't mean everything she did was just

an amazing success. She did a movie with Sylvester Stallone

where he had to sing, and that man can barely talk, let alone

sing. That's just not going to work. And that movie did not do

well, and so you didn't see her go. Well, that's it. Everybody

hates me. No, you learn from it, and you move on. So, an amazing

woman, an amazing businesswoman with a absolutely huge heart.

Yeah, yeah, yeah. So

just to recap, she took advantage. She was

ready. She was prepared for when those early opportunities showed

up, and she took advantage of them. And then she was always

she set herself up to get noticed, even though she took a

lot of flak for it, she had a unique brand that everybody

recognized. Number three, own your stuff. Don't sell your

stuff to Elvet. Own your feed. Own everything. Number four,

don't take yourself so seriously. If you can keep

people laughing, they'll like you a whole lot more. Be

consistent, not just in your schedule, but in your output.

Number six, know your why. She knew why she was doing that

amusement park. Number seven, don't be afraid to try new

things and do duets and try movies and Broadway. Number

eight, outsource the stuff that you're not good at. Number nine,

give back once you have the opportunity to give back. Give

back. It makes you feel good. In fact, you can give. You can buy

me a coffee if you want to. Number 10. Avoid politics and

hold that sternly, unless of course you know you're Jen

Briney or somebody like that and you're doing a political show.

And then, if you are going to tackle any kind of controversial

things, be prepared to answer those. And if you can use their

own words, that's even better. And then the last one: exit

through the gift shop. If you want to make some money, you got

to ask for the sale. All right. As I usually say, because this

is a podcast about podcasting, I'm going to tell you how the

sausage was made. I do not recommend that. So, on I don't

know building a better Dave, I'm not going to start talking about

microphones, but just when you check the show notes for this,

you will see there are a ton of links because there are a couple

ways I could have done this. I could have gone to YouTube if

you didn't know this. You can go into YouTube and ask it a

question. I could have said, "Hey, give me you know the six

main points that Dolly made, and just take it. I watched all the

videos because I wanted that information in my brain, and so

I knew the story about Elvis. She talked about that on Howard

Stern, and I knew all these other stories and quotes. But I

still wanted to see it, and then I just went to Claude and said,

"Hey, I'm doing this episode about Dolly Parton, here are

some things I know that are great lessons for podcasters,

and I just listed the things I told you. I said, please find

citations for this because I always want you to be able to go

to the show notes and go, where is Dave getting this information

from, and you will have it in the show notes. So thanks to my

buddy Claude.

Yes.

Next week, I'm going to share part of my talk

from Empowered Podcasting Conference. I had some new

things that I threw in there, so I'm going to make sure that you

hear that. And speaking of empowered podcasting, I did an

interview with Mark Ronick from who's the head of that, along

with Jason and Rich, and I also interviewed Dr. Brad Miller, who

is the man behind Pod Indy. Pod Indy is again november 7. Find

it@podi.com. So we're going to talk about what if you wanted to

start some sort of meetup or some sort of podcast conference.

So we're going to get some insights into that. And I've got

Sean Douglas coming on. He's a great speaker, and we're going

to talk about how to get speaking gigs. I've got some

insights into things that drive me nuts at conferences, so there

will be maybe the occasional power rant might be coming your

way. It's all there. You can always get the episodes the

minute they're available by going to

schoolofpodcasting.com/follow. But for now I'm Dave Jackson. I

help podcasters. It's what I do. And until next week, take care.

God bless. Class is dismissed.

To heaven. Are

you still here? Okay, because you're like, hey,

where's where's the Dollywood story? I'm on my second

honeymoon in Pigeon Forge, where if you want waffles and

bluegrass, it's on every corner. And we went to Dollywood now to

give you some perspective. I live in Ohio, about an hour away

from Cedar Point, which is one of the top amusement parks,

probably in the world. For many years, they've had the top, you

know, the tallest, fastest kind of thing. So when I go to

Dollywood, it looks like Kittyland. I'm like, really?

Because I always, if I go to Cedar Point, I have to take

mountains of Dramamine. I'm a walking zombie, so I can ride

these rides because I get sick really easy. And so we go to

Dollywood. I don't even think about it. I'm like, oh, I didn't

bring any Dramamine, and I look at the rides, and I'm like,

yeah, I'm fine. So, and most of them are outside, and so we're

going around, and I'm perfectly fine, nothing too crazy. And so

we get on this one, and again, most of the coaster is outside,

and we're going around, and we up and down and yeehaw. We have

it's myself and then some little I don't know seven year old boy

in the middle of us, and then my now ex wife, and so we're going

around the outside, we we we nothing too crazy, and then we

go into this building, and it's a whole new game, and we're

going up and down, all over the place, and at one point the ride

stops, and we are looking straight up at the ceiling on

our back. And I look over at my wife, who is worried because,

hey, wait a minute, this isn't a kiddie ride, and she goes, "Are

you okay? And I went to say no, and it shot us straight up to

the ceiling into kind of a ball of fire, which was kind of fun.

And then it's up and down and around and spinning and up and

down and down, down around, little spinning and more. And so

finally, it gets to the end, and this little kid in the middle

looks at me because I am officially gray. I've got the

sweats going on, and I'm trying to go to my happy place because

I'm thinking I'm gonna blow some chunks. Not

funny.

And I, my wife looks over at me, and I just

shook my head. I'm taking a deep breath. This little kid next to

me goes, "Mister, are you okay? And I went to say no, and it was

kind of like, and my wife starts screaming, "Hey, he needs to get

off the ride. He needs to get off the ride now. Let him out,

you know. And I'm just trying to be the happy place. And here's a

if you've ever had to do this, it's a lot of fun.

And so I'm trying to just, you know, and so I start to kind of,

and I'm I'm choking them down, choking them down. And have you

ever burped and had a little extra come? Well, this was a lot

extra, but I refused to puke on this little boy or on the ride

or anything else. And so with everything I had, I kept my

mouth shut and then swallowed. Yeah, there's a fun story.

Aren't you glad you stuck around for that? But Dollywood was

actually really fun. There was a if you if you're in a vibe of

America, yeah, there's a lot of America going on there, which

was you know I love my country, so there's some really good

parts. And you know bald eagles and all sorts of stuff like

that. It was really cute. And the other thing was, you cannot

escape the bluegrass. They have to remind you that you're in the

mountains. And here's the bring bring. And I remember we went to

dinner someplace a little further away, and there was a

band that was of course playing bluegrass, but they were playing

covers, and I remember the band was playing the Deep Purple song

"Smoke on the Water" in a bluegrass kind of style. So if

you go to Pigeon Forge, it's absolutely beautiful. I'll put

links to the Building a Better David episodes where I talk

about my my honeymoon from hell that included you know killer

woodpeckers and floating relaxing river rides that were

anything but but Dolly nobody else gonna be like her don't

even try rest in peace

yeah.