Prologue
This is Issue 100! So what?!
Something I've learned from being self-employed for 20+ years is that "the work" is what matters, not milestones, or awards, or even rewards.
"The work" is its own reward. At least that's how it works for people who have longevity.
This issue, Issue 100, is no different to me than any of the others.
Sure, it's nice to finish a big project or publish a new episode, but "the work" doesn't care.
"The work" is much like your listeners – it doesn't care about awards or milestones. The only thing that matters to either is, "Is this helpful?"
So hopefully you'll find this issue of Big Podcast Insider helpful.
Want to listen to me talk more about this? Check out the the audio edition via my podcast for podcasters, Build a Big Podcast. I just published some "behind-the-scenes" recordings (with commentary) that I think you'll find helpful when working with guests.
Podcast Marketing
How to Create a Podcast Personality
You've probably heard that "content is king." And it's true that content is important, especially when it comes to podcasting, but the reality is that you could bundle up the top 50 podcasts in your niche and find 90% of the same content in each.
So what makes some podcasts successful while others struggle for attention? In my opinion, the one element that makes the most difference is "podcast personality."
Consider these non-podcasting companies:
- Nike
- Chanel
- REI
- Volvo
- Apple
What do you think about when you see these names?
What do you think about when you see top podcasting names? And what are those podcasts associated with that you'd like your podcast to be associated with?
How to create your podcast personality:
- Figure out your values.
- Use your audience as inspiration — since they already are who your brand should be.
- Ask yourself questions as if your podcast were a human.
- Create a brand style guide.
- Use it and keep using it.
Want to go deeper? Read this process.
Want some good advice on making your podcast artwork more effective? Listen to this episode of Build a Big Podcast
Podcast Hosting Skills
A Podcast Superpower
Steve Jobs said, "The most powerful person in the world is the storyteller. The storyteller sets the vision, values, and agenda of an entire generation that is to come …"
Is this overblown? Maybe. But your ability to tell a great story is absolutely something that will help your podcast to connect with more people.
How do you tell a good story? This is some good advice.
Whether you're doing narrative non-fiction, fiction, or interview-format podcasts, this information will help you.
Need a place to practice? Consider a sausage factory podcast.
Want to go really deep? This is the book you want. It's written by a five-time Moth GrandSLAM winner and bestselling novelist and his advice is both practical and actionable.
Podcast Production
Doing This Will Grow Your Podcast
If you're wondering about creating "hot topics" that will attract listeners, you want to read this.
Info from Google about what people are searching for can be helpful (sometimes), but rarely tells the whole story about why people care about a topic. And that's what's going to bring people to your podcast and keep them there.
In short, intent is what matters. When looking at this, consider:
- Knowledge gaps listeners have and you can fill.
- Common pain points listeners have, but are ignoring (and may not even be aware of right now).
- Remedies for pain points that they have right now.
When you make listeners and their needs the center of your podcast, it will grow.
Podcasting Deals
Robot Podcasting Coach – Only $49
You'll improve your communication in real time with this AI-powered speech coach.
You'll get real-time feedback on your hosting (as well as participation in virtual meetings), along with a recap of every interview/conversation with detailed insights into your performance and communication. Connect it to your Zoom account and you're good to go!
Like a new mic or any other podcasting tool, simply getting this isn't going to automatically make you a better podcaster, but when combined with a sausage factory podcast, you will quickly become a better host than you are now.
The Business of Podcasting
Radio Rules – Which ones are you breaking?
You may not know this, but there are a lot of unspoken "rules" in radio and many of these have made their way into podcasting.
Some variations you may have heard:
- We can add a few more ads – who’s going to notice?
- People are watching TV at night – release your podcast in the morning.
- Political podcasts must be conservative.
The complete (and original version) of the list is here.
What are your podcasting rules? I want to know. Send them to me via Twitter.
The Wrap Up
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If you like the newsletter, you'll love the podcast. It's called Build a Big Podcast and it will help you do three things:
- Grow your podcast audience.
- Get people talking about your podcast.
- Make more money with your podcast.
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