In this episode of Behind the Print, we’re joined by Luke Clayton, founder of IncreaseCreative.Co. With over nine years of experience in creative media and communication skill Luke shares how he uses print to offer his services of graphic design, website design, and, most recently, podcast production.

Below, you’ll find the transcript of our conversation, edited for clarity to ensure easy reading. If you want the full, authentic experience, make sure to check out the video attached below.

Connor: Welcome back to the Behind the Print Podcast, where we feature industry leaders and uncover the creative minds and their businesses within the world of professional printing. Our mission is to provide you with inspiring, actionable resources that elevate your business projects and accelerate your journey to excellence in profit and in print. Today’s episode is Why You Need a Podcast, and joining me is the founder of IncreasedCreative Co., Luke Clayton. Welcome to the podcast.

Luke: Hey Connor, it is great to be here. Thanks so much for inviting me on the show. I am looking forward to having an insightful conversation.

Connor: Thank you for joining us, and thank you for printing with us too. If you are ready, let’s dive right in. Sound good?

Luke: Yes sir. Let’s do it.

Connor: Tell me a little bit about yourself and what you do.

Luke: As you mentioned, I am the founder of IncreasedCreative Co., and I have been in business for over nine years. My background started in church communications. I worked as a creative media and communications director for about four years. At some point I realized I had transferable skills that did not have to live inside just one organization, so I stepped out and started my own company.

Over the years we have offered a broad range of creative services. That has included graphic design, print, website design, and, more recently, podcast production. Those are the high points. I love the work. I also appreciate working with you all. You meet a lot of vendors over time, and you have been the best customer service experience I have had with a print vendor. That is appreciated because not every vendor delivers that level of care.

“I am the founder of Increased Creative Co., and I have been in business for over nine years. My background started in church communications. I worked as a creative media and communications director for about four years. At some point I realized I had transferable skills that did not have to live inside just one organization, so I stepped out and started my own company.”

Connor: We appreciate you saying that. I will share it with our team; they will be thrilled. What can you tell me about your typical clients?

Luke: Because of my background, most of my clients are churches. The church where I worked full time is still a major client, and I do a significant amount of print work for them, which is where you all have been a real help. I primarily serve churches and Christian nonprofit organizations across the country, with a few international projects over the years. I have supported some small businesses as well, but churches are my most consistent clientele.

Connor: You mentioned your services, and I want to dig into the problems you solve. What are the challenges your clients bring you, especially around podcasting?

Luke: I have leaned more into podcast production recently, so I will focus there. I talk with a lot of leaders, often pastors, who feel they have a message to share. They believe in something, they are knowledgeable, and they want to provide value. Many of them say something like, I tried starting a blog, or I tried starting a YouTube channel, or I tried to start a podcast. They run into a wall. The wall is consistency. Creating content is work. It takes effort no matter the format.

Even so, content marketing is essential. It builds credibility and delivers value without you needing to be a pushy salesperson. The challenge is producing content consistently. Over the past couple of years, I have helped people see that yes, it will take work, but there are ways to streamline the workflow so you can produce the content you want without it taking over your life.

“I talk with a lot of leaders, often pastors, who feel they have a message to share. They believe in something, they are knowledgeable, and they want to provide value. Many of them say something like, I tried starting a blog, or I tried starting a YouTube channel, or I tried to start a podcast. They run into a wall. The wall is consistency. Creating content is work. It takes effort no matter the format.”

Connor: I get that one hundred percent. That is literally what we do with this podcast. It makes us more personable. We are not a faceless corporate entity. We are people. There are real conversations happening here.

Luke: When you reached out and I learned you had a podcast, it made sense. Based on your customer service culture, it fits who you are. A podcast lets people see that there are real, personable people behind the brand, ready to help. It is a good call for you.

Connor: Your business is already unique, but how do you stand out from others in your field?

Luke: If someone asks me for business advice, I do not tell them to do what I did. I do not recommend offering everything to everyone from day one. I was young and naïve, and I said yes to a wide range of creative services. The funny part is that it eventually worked in my favor because many of my clients, especially churches, wanted a one stop shop.

On the podcast side, that has become an advantage. When I talk with a potential client, I can say that beyond producing audio or video, we take care of platform setup and distribution. We will upload to YouTube or Spotify. We will design episode thumbnails to increase engagement. We can build a landing page so you are not listing a dozen links in your promotions. You can send people to one URL and let them choose their platform.

That end to end approach helps us stand out. We are a turnkey podcast solution. You show up to a virtual production session like this one. We capture the content. We discuss a release strategy. Then your episodes go live on schedule. That is the value: a complete system that covers production and distribution.

Connor: What advice would you give to someone who is new to podcasting?

Luke: First, do not let the feeling that you are not technically ready stop you. I hear people say they do not have the right microphone or camera. The phone in your pocket is sufficient if you have a quiet space. Post production tools can enhance your audio in meaningful ways.

Second, find a co host or a roster of guests. Conversation is fuel. When you have someone you can talk with, press record and you have a shot at creating valuable content. The combination of a simple setup, a quiet space, and a willing partner gets you past the hardest part, which is starting.

“First, do not let the feeling that you are not technically ready stop you. I hear people say they do not have the right microphone or camera. The phone in your pocket is sufficient if you have a quiet space. Post production tools can enhance your audio in meaningful ways.“

Connor: Could not have said it better myself.

Luke: Thank you.

Connor: How has print helped elevate your business?

Luke: The primary use of print for me has been providing it as an option for clients whose artwork we design. It supports that one stop shop philosophy. If I design a piece, my clients can absolutely take the PDF to another vendor, but many prefer to approve the artwork and then have me manage the print and have it arrive on their doorstep in about a week. That convenience matters.

With podcast clients, I am also experimenting with co branded postcards. On the front is their podcast. On the back is my business. One group I work with is a singing group that tours often, so they meet a lot of people. We are testing whether those postcards help grow their podcast while giving me exposure. It is a simple, tangible way to extend the reach of digital content.

Connor: Can you share any major milestones that have defined Increased Creative Co.?

Luke: I joke that if I wrote a book on running a business, it would be full of my mistakes. Early on, about a year into business, I hired two full time employees before I could afford it. They were good at what they did, but I did not have the profit to pay them well and pay myself. It was a tough spot.

The pandemic, as harsh as it was, forced a reset. I met with them, we parted amicably, and I rethought the model. Since then I have embraced subcontractors. You hire when you need the help, and when the project ends, you are not carrying payroll you cannot justify. There is a time and place for full time employees, but the success of a business is not defined by how many people you have on staff. That was a mindset shift for me.

Another lesson is about value. Profits matter, but the value you bring to people matters most. If you focus on helping and bringing value, the money tends to follow. That is how I have tried to operate, especially in the last five or six years.

Connor: Nicely put. I had a similar experience during the early days of COVID. Suddenly there was time to reassess.

Luke: Exactly.

“Profits matter, but the value you bring to people matters most. If you focus on helping and bringing value, the money tends to follow. That is how I have tried to operate, especially in the last five or six years.”

Connor: What challenges are holding your business back right now?

Luke: I feel a moment of transition. Historically I leaned into web and graphic design. I still do those, but AI is changing the game. There are AI web builders and graphic tools that are getting people to a strong rough draft quickly and affordably. I cannot compete on price with that.

So I am learning AI, and I am also selling the human element at a premium. If you want the cheapest site or podcast, I am not your guy. If you want to fully delegate a complex project to someone who will manage the details and bring a human perspective, I am your guy, and there is a premium for that. That shift is my challenge, especially because church budgets can be tight. I have done many affordable packages over the years, and then about a year later some clients move to a cheaper AI platform. There is nothing wrong with that; it is just the reality.

The work for me is retooling my messaging and holding my pricing. If you want to delegate and not worry, you pay for a premium, and you receive a truly human experience across your podcast, graphics, or website.

Connor: Different question. If you had a completely free day, how would you spend it?

Luke: I would spend it with my wife and daughters. We were reminiscing about our honeymoon in Cabo. It was relaxing and refreshing because we had time together. The beauty of building your own business is flexibility. I do not work nights or weekends, so I get that family time regularly. If I had a free day, that is what I would choose. It may sound cheesy, but that is where I am in life.

Connor: Nothing cheesy about that. One last question. How can listeners get in touch, learn more, and engage your services?

Luke: The best way is my website: increasecreative.co. You can learn about my services and find my scheduling link to speak directly with me. I want to help. I am up front that I offer a premium service at a premium price, but I will talk with you, help you figure out where to start, and point you in the right direction at no charge. Head over to the site, check out what I do, and grab a time to chat.

Connor: Do you have any questions for me?

Luke: I am curious, how long have you been doing the podcast?

Connor: I have been here about three months. Before that, we had been doing the podcast for a little over a year.

Luke: Very good. I cannot recommend your services enough. You deliver excellent customer service, and having a podcast communicates that you want to connect with people personally. I like that I can pick up the phone, call, and get an answer when I have an issue or a question about an order.

Connor: We appreciate you saying that. That is a wrap on another episode of Behind the Print. Thank you to our listeners for joining us as we explore the artistry and innovation of the printing world. Remember, having a strong vision, building the right strategy, and using tools like print to amplify your message will make your brand stand out from the crowd. If you enjoyed today’s episode, get your sample pack at printingcenterusa.com and share it with your fellow business enthusiasts. Until next time, keep those creative sparks flying, and remember, there is always more to discover behind the print.

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