Prologue
70 Million Copies ... Almost
Last night, just as I was ready to hit the publish button on this issue, I received an "Emergency Alert" on my iPhone.
The "emergency" was three hours away.
Not everything is important. Consider this the next time you're editing your podcast. If something doesn't move an episode forward, even if it's good info, cut it.
Have you ever heard the song "Carousel" by Michael Jackson? It was going to be on his album, Thriller, until it was pulled at the last minute.
Here's what songwriter Rod Temperton said about it:
Carousel, which is a great song, that slow-ish song from Michael Sembello, which was beautiful. But lyrically, and at that point in time, it didn't seem, that that was where the album was heading [...]
A great song, but it didn't fit in the end, so it was removed.
This kind of attention to detail is why Michael Jackson's Thriller has sold 70 million copies.
Your listeners deserve that same consideration.
In this issue of Big Podcast Insider, my "10 Rules" for podcasters, the big energy of college radio, and more ...
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Steal This Idea
35,000 Watts: The Story of College Radio
I want you to watch this short trailer and think about the feeling and energy these people describe.
We have this with podcasting.
Podcast Hosting Skills
10 Podcasting Lessons in 282 Words
"There are no rules in podcasting, only best practices." So I won’t call these rules, although you'll benefit a lot by following them as if they are.
- Fly Your Flag - Let listeners know who you are. Authenticity is the glue of connection. But never tell people how "authentic and transparent" you are—show, don't tell.
- Play Your Game - You’re in charge. You do business your way because that’s the only way for you to build something that has any credibility and substance.
- Show Up Daily - Forward progress, even if it’s slow, will get you where you want to go. This doesn't mean you have to release a daily podcast, but "podcasting" doesn't end when you turn off your recorder and walk away from your mic.
- Failure Is Data - ALL failure is data. There’s value in knowing what doesn’t work because it gives hints to what does work. You’re not failing if you’re moving forward.
- Value Your Work - Unless the work you’re doing is a hobby funded by something else, you need to be compensated for doing it. This compensation doesn’t have to be money.
- Action Trumps Perfection - The only way to get great at podcasting is to get behind a mic and make podcasts. Your podcast doesn't have to be "perfect" to connect with people and help them.
- Audience Comes First - Your podcast isn't about you, even if the podcast is named after you.
- Always Edit (Always!) - If something doesn't move an episode forward, edit it out. You're not that good on the mic and not that interesting.
- Get Uncomfortable Daily - How do you get better? Take chances. If something doesn't work, see Lesson #4.
- Take Full Responsibility - You're in charge, not guests or editors who may affect the quality of your show. Take ownership of problems, then fix them.
Podcast Production
What Humpty Dumpty Can Teach Us About Storytelling
When it comes to storytelling, I often see people reference Star Wars, which is basically a "hero's journey" structure. This is a great framework for most interview-format podcasts.
But it's always nice when we can simplify things ...
Almost everybody knows the story of Humpty Dumpty, which likely originated from an English riddle.
Humpty Dumpty sat on a wall.
Humpty Dumpty had a great fall.
All the king's horses and all the king's men
Couldn't put Humpty together again.
You've probably never thought about it, but this is a complete story framework that could also be used for your podcast.
- Set the Stage and Spark Curiosity
- Build Tension and Engage Empathy
- Deliver a Climax and Resolve the Tension
Podcast Humor
The Podcast Anti-Award
There's no glitzy gala for the Herculean effort it takes to shove a podcast episode out into the universe. No trophies for editing out the ums, ahs, and awkward silences that would otherwise turn that killer interview into auditory Ambien. There's not even a participation ribbon for wrestling with the neighbor's lawnmower that always seems to roar to life the moment you hit record.
Who cares? Time and attention from listeners is far more valuable.
Keep going!
The Business of Podcasting
How Do People Listen to Podcasts?
This graph is about more than just podcasts, but this is important information to keep in mind as you promote your podcast.
Spotify has a massive lead on all other options.
Does this translate to how your podcast is consumed? Probably not—Spotify isn't built for podcasts, which is why they're going non-exclusive with the podcasts they own.
But ... if you have a younger (20-something) audience, don't sleep on the opportunity you have with podcasts on Spotify.
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The Wrap Up
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