Mark records this episode from a hotel room at LAX after missing his connection to Malaysia. He uses the experience of frustrated airport customers as a launching point to discuss how online entrepreneurs should handle customer feedback — both positive and critical.
What You'll Learn in This Episode
- How to respond to constructive criticism with kindness and an open mind
- Why listener feedback is essential for improving your podcast or online business
- What happened when Mark put AdSense on the corn sheller niche site
- How to push through a motivational funk in your internet business
Episode Summary
The episode centers on feedback from listener Jack, who offered blunt criticism of the show's intro length and format. Jack said he stopped listening within 20 seconds and never made it to the Pat Flynn interview. Mark treats this as a case study in handling customer feedback the right way: with gratitude, honesty, and a willingness to consider changes. Rather than getting defensive, Mark shares Jack's feedback with the audience and asks what they think.
Mark also reports on his corn sheller niche site experiment. After adding AdSense, the results were disappointing due to the difference between the Search Network and the Content Network — a useful lesson for anyone monetizing niche sites with display advertising.
The episode closes with listener Shawn's motivational funk. Mark addresses the reality that every online entrepreneur hits periods of low motivation and offers practical advice for pushing through.
Key Takeaways
- Handle criticism with kindness and an open mind — defensive responses drive away the honest feedback you need most
- Not all feedback requires action, but all feedback deserves consideration
- AdSense performance varies significantly between the Search Network and Content Network
- Motivational funks are normal — acknowledge them and keep making incremental progress
What's Changed Since This Episode
Mark recorded this in 2013, and the landscape for handling customer feedback has been transformed by social media, review platforms, and the creator economy.
Podcast intros have gotten dramatically shorter. The trend Mark was wrestling with — whether his intro was too long — has been decisively settled. Modern podcast best practices recommend getting to the content within 30-60 seconds. Listeners in 2026 have more choices than ever, and skip rates on long intros are brutal. Mark's willingness to consider Jack's feedback was prescient.
Customer feedback channels have multiplied. In 2013, feedback came through blog comments, voicemail, and Facebook. Today, creators receive feedback through podcast reviews, social media comments, DMs, community platforms like Discord and Circle, and AI-powered sentiment analysis tools. The principle Mark teaches — respond with kindness, evaluate honestly — applies across all channels.
Google AdSense remains a viable monetization option but is no longer the default choice for niche sites. Modern content creators typically combine display advertising (through premium networks like Mediavine or Raptive, which require minimum traffic thresholds) with affiliate marketing, sponsored content, and digital products.
Resources Mentioned
Related Episodes
If you found this episode helpful, you might also enjoy:
Listen and Subscribe
Listen to Late Night Internet Marketing on Apple Podcasts or subscribe at latenightim.com/internet-marketing-podcast/. Have a question for Mark? Call the digital recorder at 214-444-8655 or drop a comment below.
I subscribe to your podcast on iTunes *because* it stands out from the rest with its radio-talk-show, conversational feel, like it could apply to everyone. And, I love the intro song, it’s perfect “building a business one night at a time”. I didn’t like the Bill Clinton voice because the joke was way too long, but it doesn’t matter, some things hit and some things miss, that’s what taking a risk is all about, you won’t know unless you try. Keep up the good work!
Thanks Andrew. Really appreciate the feedback. I am really happy to hear you say that you like the “…conversational feel, like it could apply to everyone.” That’s exactly what I want — people to feel like they can do this stuff. My concern is that a lot of the content out there is “guru heavy” and that some of the gurus like it that way….
Thanks for taking the time to comment!
Mark
The music is of high quality and cool. I listen to a LOAD of podcasts and those with theme songs and bumpers help differentiate their brand for certain.
Some constructive criticism for “Jack”. 1) Do a Google search on “how to fast forward while listening to a podcast”. It may help in other areas where the world doesn’t really need or want to fit in your approval box. 2) People who offer unsolicited “constructive” criticism about not hearing a conversation because of the length of an intro, but then criticize the conversation they never heard… Need to spend more time focusing on something they can actually DO themselves to be productive besides being the self appointed hall monitor.
If the quality was bad or the info was wrong… THEN you’d need the “Jack” po po. But, we listen to you, and like you…and Pat, and trust your taste, so just keep doing you, please. Thank you. 🙂
Hey Gary;
I am sitting in a REALLY nice hotel room in Melaka, Malaysia and just read your comment on my cell phone. It made me laugh out loud. Thanks so much for the strong support. You guys probably get tired of hearing me say this, but I do the podcast because of guys like you. So thanks a lot — seriously. Don’t worry about me changing — although, I am in discussion with a real radio station guy about how to make the intro and outtro even more pro-style while maintaining the branding. Not sure I can afford that guy — but we are talking. Anyway, know that the theme song stays one way or another.
As for Jack — don’t be too hard on him. Guys like him make me better. I don’t have to agree with him to recognize that the most important thing is staying in touch with listeners.
All the best dude,
Mark
I like your show just the way it is. Please don’t change it!
Thanks Cathy. I probably will change it a little (continuous improvement), but no need to worry about major changes. I do think that I will go ahead with and consult with the pro podcast branding people and see what they think that can do to help me take things to the next level. Appreciate that feedback — Mark
Hi Mark,
First of all, your song for your show is awesome. Period! However, there were some times in the past, when it was maybe over used a bit. But it is still an awesome song, and the guy who made it for you is quite talented. The tune, the words, and the song itself fit in real well, and acts as great branding for you. So I agree with you, there would be no reason I see to get rid of it!
As far as the jokes, they are just part of your show, and that is the way it is. Have I laughed at some of your jokes? Yes. Have I rolled my eyes at some of your jokes? Yes. But that’s the way it goes.
Have I NOT listened to an episode of your podcast because of the song or the jokes. No! I have listened to ALL of your shows. All of them!
Personally, depending on the mood I am in, that helps me select what show I feel like listening to. Some shows, I know I will have to think a lot and take notes, and digest the information. Other shows, I feel I can listen to, get some good information, and have a bit of fun. This is where your show fits in. When I hit play, I know I will enjoy myself, pick up some good info, and learn a few things, but feel pressured to take massive notes. (this is good not bad) Other times, I want all the details on a specific topic that I am trying to learn about, and then I seek out the best information, and take massive notes.
And I too enjoy the conversational type, radio show type, format.
Take care.
Eric Foster
Thanks Eric. Really appreciate your insight here. I’m pleased that you like the show. And I am glad that I make you laugh at least sometimes…. 🙂
Thanks!
Hey Mark,
I have to tell you when I first found out about your podcast (the Pat Flynn episode) I thought the music was a little cheesy. But I have been listening to every episode and the music is actually catchy.
There are a few pod casts that I look forward to when the come out…and this is one of them.
I wouldn’t change a thing! Where else can you hear about corn shuckers!
Keep it up
Dale
Thanks for the feedback Dale. Your feedback means a lot — especially the fact that you look forward to the show. I am interested in your comment from the perspective of your “first impression”. That’s actually pretty important from a show perspective, and something that I intend to improve over time. But that main intent/approach will not change. A little more polish might be in order. however. Thanks!
Mark, I love the intro music. If you move it, I’ll move too. Not really, but it is important. The rambling at the beginning allows me to connect with you. We’ve yet to meet in person but through your show and other online outlets I feel like we’ve already developed a relationship. I like to hear that.
What I will say is that sometime your intros (ie Clinton) can be a little long. But that’s part of you and your brand.
Here’s the thing…when I don’t want to hear something I just skip the content. Thank goodness it’s not an old school cassette or my finger would be worn out.
At the end of the day, please do what YOU want. The customer isn’t always right. And the fact we’ve given Jack this much time already, is too much. I do appreciate how you did it though. Just remember “Jack is whack” and it’ll be all good 😉
You can count on the fact that I will do what I want — but one of the things that I want is to take listeners into consideration — thus this discussion. I am really glad you like the music — I love it too. 🙂
Mark,
Just listening through this episode now, and have a few thoughts:
– I listen to your podcast mostly because I like the feel of it. I like you and your conversational style. Do I think you could stand to be 10% more concise? Sure. But you come across as being genuine…and that matters a lot, especially in podcasting. It’s the whole “relational” aspect to which you referred.
– Personally, I could take or leave the theme song. But if you were going to make a change related to music on the podcast, I would suggest instead that you find a musician to do a rough equivalent of the end section of the theme music which you use now to introduce a segment change. The idea would be to get something intended to begin and end in 10 seconds, instead of a quick fade-up on the theme song again…and I think that would give things a cleaner sound.
– I understand that some folks are very business-like in their podcast consumption. I know a number of folks who listen at twice the normal speed just so they can cover the content more quickly. But personally, my mind doesn’t work that way. When I do speed things up, I never go faster than 1.1-1.2x speed. And I think the burden of compressing things for that kind of faster listening model falls on the listener. There are plenty of podcasting clients that allow speed listening. Many of us listen as much for entertainment (and, yes, a bit of relationship) as we do for hard content.
– Finally…long, meandering intros are not that unusual. I also subscribe to the Nerdist podcast (as of this moment, ranked #13 of ALL podcasts). Chris Hardwick (Mr. Nerdist) consistently has the longest, most random, most unfocused and generally unfunny intros of any popular podcast I’ve heard (and Joe Rogan and Mark Maron…both also in the Top 20…aren’t far behind), and it clearly hasn’t hurt him. Sometimes I just listen through…sometimes I hit the jump-forward-30-seconds button a few times. It just is what it is. I like your approach just as it is. I don’t come for belly laughs, and I don’t come for hard-core information ingestion. I come for whatever-it-is-you’re-doing.
c-
Thanks Chuck. Agree with your stinger comment. New singers are definitely on the list of things to do. Very interesting point about the Nerdist. I had not thought about what leading podcasters are doing – and those are EXCELLENT examples. Appreciate that.
I find the feedback useful but he is not a regular listener. I doubt you get the same type of feedback from regular listeners.
Pat’s recent talk at Social Media Marketing World included a small part where he talked about “fluff”. I was not there, but his most current podcast he repurposed that speech. I can only assume that the feedback came from someone who had just listened to the speech live, heard the podcast, or read a blog of pat’s and searched for him and found your interview with him. IMO, if you listen to pat’s most recent podcast and you will get a glimpse of where this person was getting his ideas.
My concern is that anyone who can’t listen to 30 seconds of music and a few minutes of “fluff” to get to what they are looking for, may not be long for internet marketing or much else in life. This isn’t talk radio – you can fast forward, rewind, and pause. Which reminds me, sometimes I rewind the song. Unlike many of the cheesy intros you hear on podacasts, your music gets us motivated and pumped up for the show.
I do find the intro’s that have a cheesy voice introducing the host to be silly and pointless. But who am I to write Pat or others and tell them as much?
Do what you do, because you are good at it. Cheers
Hey Mark-
This may be a little long-winded, so grab a beer and settle in. I listened to this episode TWICE because I was so…I don’t know…irritated with “Jack”, and inspired by your response. Let’s talk about his issues, shall we?
Music & Intro: I’m with Dale, when I first heard of you via Pat Flynn, I also thought the music was a little “cheesy”, but it has since grown on me. I think it might be the singer-otherwise, it’s catchy and distinctive (I find it creeps into my head sometimes randomly). I like the little guitar riff between sections, too. Hope you keep it.
“Fluff” at the intro: I dig it. I also think the information you share with your listeners is so well received BECAUSE you add your personality to it. There are plenty of podcasters talking about similar technical information, and the web is saturated with it. I listen for the quality of the content AND I learn from you because it’s like you are talking to me over lunch. There is a real PERSON on your side of the microphone and on mine.
Jack said, “Sounded somewhat negative and brought out a negative side of Pat.” I DID listen to the interview with Pat, and don’t understand that statement. Does Pat Flynn even have a bad side? He’s like the all American boy.
Your ability to make information understandable-stuff that to a lot of us seems very overwhelming and complicated is invaluable-and you do it for FREE. Your personality, your knowledge, your sense of humor are the icing on the cake.
Whew!
Shawn’s Funk: I had the privilege of meeting both you and Shawn at the meet-up at the pub last month. (I don’t normally drive 300 miles to hang out with folks). The fact that Shawn reached out to you for guidance, the fact that you shared his voice message with all of your listeners, and the way that you responded to him (in person and on the show) speak mountains about the guy that you are and the value that you provide for those of us who follow you. (I love that you DID queue the music for him)
One more thing:
I’m not the least bit interested in mountain bikes, but I went to Shawn’s site after the meetup and found that is awesome. You must check out his video about mountain bike clothing. Hilarious.
Rock on, dude.
Beer in hand (literally)!
THanks for the comments. I am going to ask the guys at Music Radio Creative to evaluate it and see what they think. They may be able to tighten things up a bit. I’d like to reduce the “cheese” just a bit.
Glad you like the “fluff.” The “fluff” stays. If I can’t do the fluff part, I’m not interested in doing the podcast. Maybe I can upgrade the fluff and make it better — but I don’t want to get rid of it. So I agree with you there.
This is one of my favorite comments ever
Thank you for that.
Thanks for coming to the Londoner. I hope you will come again!
Very much appreciate you taking the time to give all this feedback. Thanks!
Mark,
Don’t change a thing brother! Love the personality you put into your show and I sing that damn theme song all day long…so it’s obviously working!
Cliff R. can go on and on about his personal life on his shows and guess what… TONS of listeners! Your doing fine and keep it up!
I LOVE the fact that you sing the song. I do too.
I’m hesitant to compare myself to Cliff directly – he has some special magic that makes people interested in almost anything that comes out of his mouth. But I know what you mean, and I appreciate the comparison. It is instructive to see what he is doing and compare.
Haha. If you do record an episode at double the speed, with a double speed intro, make sure you label the episode “CAUTION: Do Not Drive While Listening”, as I don’t know how I’d be able to handle a 4x velocity Late Night IM.
LOL. OK. I promise to label it.
Howdy Mark!
Just wanted to say DO NOT change the song unless you’re going to speed it up. Actually, whenever I listen to you or any podcast, I always listen on at least 2x the speed (thanks to Jeremy and Jason for their tip on that like a year and a half ago!). So, I actually don’t know what any of y’all (J&J, Pat, you, etc.) sound like in normal cadence. BUT, I did just take the 2x speed off and played the song at normal speed, and I guess I could see how someone wouldn’t like it that much (kinda “Charles in Charge”-esque, but even that song is pretty catchy:-)).
I will say, I think 2x the speed on that is just right. Gets me pumped to listen, not gonna lie. I don’t know if you’ve listened to it at that speed, but it’s pretty great. I actually am moving into the middle of Phase 2 on the FA stuff and I’m already stoked to get moving on all this, but for some extra motivation I turned on LNIM Episode 54 where you read the letter from Andrew. Between the theme song at 2x the speed and you reading that letter, I almost ran a mile I was so jazzed (btw, I’m not a runner).
Keep doing what you’re doing. Thank you for working so hard and for helping all us LNIM FAs in the group. It’s a sweet ride thus far.
Peace,
Nate
LOL. Thanks Nate. I should publish an episode where I talk really fast. I was a competitive cross-examination debater in high school — so I can talk really fast when I need to. Thanks for the feedback, and I do plan to keep doing what I am doing.
I enjoy the theme song and the banter. You don’t really go on and on on stuff that’s “conversational”. There’s another podcast I listen to where the host will drone on for 10 minutes about the same point. (:30 skip, :30 skip, :30 skip).
I’m not even into affiliate marketing. I just enjoy your show.
Thanks Jason. Appreciate this perspective, especially give the fact that you are not into affiliate marketing. 🙂
I don’t think there is anything worth changing based on this feedback. You have a unique voice in the podcast world and unless you can see a compelling reason to change that works for you it’s just an opinion. To often we react to the screaming child and there is usually nothing wrong. They just learned they get attention by screaming. Just keep doing what you are doing.
Thanks Robert. Just to be clear, plan is to get consensus that the child is OK (which is to say I completely agree with your analogy). Thanks for the support. Mark
I’ve watched roughly 4,000 episodes of MASH (ok, maybe 500). What do I remember most about it? The theme song – it sets the tone for that which you are about to watch/listen to. Period.
What I do not care at all in a podcast, which Mark, Pat Flynn, Cliff Ravenscraft, etc. NEVER do – is gaffaw a lot with their guest or “co-host”. There are some top notch podcasts such as the Relevant podcast, and it baffles me. Why have 2, 3 or 4 really incredible minds come together on a podcast, and then just shoot the bull and laugh for 35 minutes about nothing before you finally get to your interview with someone incredibly popular? Baffles me.
I like your mix Mark – it works very well with your personality. If I were to offer up some minor tweaking type feedback it would be to maybe offer a few more series or continuum podcasts. It can get a bit scattered, but maybe that’s more reflective of my own IM struggles. I don’t think I’ve missed an episode, and hope that continues. It’s your outlook on life that brings me back, not your take on the latest SEO method.
Oh, and one last thing – if you take the theme song off – I will send the Allen marching band to your house for some good ol’ fashioned motivation, or at least the tuba section.
Kent
Suicide is painless. It brings on many changes.
Honored to be mentioned in the same breath as MASH — but I am really glad my theme song is more upbeat than theirs.
Why don’t you sirs act like sirs, sir? — Radar
I like your comments about more series. To be frank with you, this is a result of needing to do more work to prepare ahead — i need a better show roadmap. It’s something that I have wanted to do, but have not invested the time/thought in. I need to do this to get the show to the next level. and appreciate the comment very much.
LOL — the Allen marching band will not fit in my house (800+ members now).
Really appreciate the feedback,
Mark
Theme song is good the way it is. Banter is fun and lighthearted. I say no change.
Thanks James. That is basically the plan! Appreciate the feedback.
In regards to the intro,
I really enjoy the intro theme song and the variety that you include beyond the theme song. I listen to around 20 different Podcasts over the course of a typical week and this is the only that feels like it hits me at a personal level. I enjoy hearing the little tidbits about your life, because it makes me feel like you are a real person, with a real life, just trying to accomplish things that I also want to accomplish.
As a comparison in regards to the theme song, I also listen to the Internet Business Mastery Podcast. I found it to be a real let down when they cut out the intro on the podcast, even though they are putting out the same quality content. It’s just a mental thing, but for me, the intro kind of preps my mind for what I am about to hear and it’s one of those things that I feel brings a higher quality to the show.
Love the show!
I had exactly the same reaction to the removal of the IBM theme song. I need to complain to Jason about that (I never thought to mention it to him). Thanks for the awesome feedback — I really appreciate the fact that you see the show as “different” from so many others. — Mark
Hi Mark,
Keep the intro and keep the song! The song is uplifting and inspiring, the perfect song for your audience (in my opinion).
Also, don’t cut the ‘small talk’. That is indeed your connecting with your audience, that why all of us love you!
Cheers, Marc
Thanks Marc. And great seeing you in KL!
Hi Marc,
I’m responding because you invited me to, on your podcast!
I appreciate your theme song, and your impersonations. Why? Because it’s you, and your show is light-hearted. I humm your song all the time.
I would rather you be cheesy, then proper.
– Mark Ammay
Thanks. You can count on me for Cheese! Appreciate the feedback.
I’ve heard way longer intros to podcasts that I enjoy … I think someone already mentioned Nerdist and a few others up above in the other comments.
I hear a lot of podcasts in a week between what I choose to listen to and what I listen to for work; in comparison to a big chunk of what’s out there in this industry your intro isn’t that long and you also don’t take “commercial” breaks like many do. Besides, it’s a catchy song and the snippets and voiceovers are fun 🙂
Thanks — and no need to ever worry about commercial breaks. I cannot stand those.
Mark – I just found your podcast about 1 week ago and I have listened to 12 or so episodes. I use downcast on my iphone and listen at double speed. I also skip ahead with the buttons. I do think your jingle is catchy, but that’s at double speed.
I will say, sometimes the audio quality is very fuzzy. Funny thing is, this episode sounded perfectly clear. And you said it was in a hotel room and in your car. I could tell the difference, but sometimes your regular podcast at double speed is fuzzy. (Not sure of the technical wording.) So perhaps some effort into the quality of that would help. Doesn’t stop me from listening.
Funny — you are literally the first person to ever comment on quality. Can you tell me how you are speed doubling (what software are you using) and can you tell me if you also hear quality issues at regular speed? Thanks for the feedback!
OK — I see that you are using Downcast (sorry for missing that). I will test this today and see what I find. Thanks.