Prologue
Insider Language = Big Podcast
Tom Cochrane is a Canadian musician. You've probably heard a song he did called "Life is a Highway."
Before going solo, he fronted a band called Red Rider and had a hit with a song called "Big League."
What does "big league" mean to you?
In the US, most people think of baseball. But in Canada, it's hockey.
Of course, Canadians have baseball also. And the basic story told in the song would have worked just as well had it been about baseball.
But it wasn't—it was a Canadian artist acknowledging a Canadian sport, not watering it down for an American audience, which is a much bigger market.
Things like this have made Tom Cochrane a legend in Canada.
The song became a hit on US radio as well, with most listeners in the US thinking it was about baseball, even though he mentions "ice" and the video makes it obvious that the kid is playing hockey.
When you can talk to the "insiders" as well as have something for a general audience, you've got something really special. Rock n roll in the 50s did the same thing! You can figure out what this one means. ...
Focus on your podcast "insiders" and let others come along when they can.
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Sponsor
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Podcast Marketing
How to Build an Audience (from Scratch)
Some thoughts from Shaan Puri about building an audience from scratch that I think you'll find helpful for growing your podcast.
Some highlights ...
LESSON #1: Forget the numbers. Focus on WHO follows you, not HOW MANY people follow you.
Not all followers/listeners are equal. And many are bots ...
It's almost always better to have 100 solid followers who are into what you do than 10,000 people press the "follow" button and never interact with you. There was a time when people (and sponsors) were fooled by "big numbers" on social media, but today, interaction is considered far more important.
But ... know that even real people aren't engaging like they were. As an example, my LinkedIn page and social media accounts are full of people commenting via AI tools.
Focus on the people who really care, not the numbers.
LESSON #2: What should you talk about?
You know what to talk about ... fly your flag.
LESSON #3: Build a magnet, not an audience.
They're a saying that says, "Money is attracted, not pursued."
The same is true for an audience. Build a great podcast and let people come to you.
Other highlights:
- there's no such thing as too long, only "too boring"
- A+ content with C- delivery is a great starting point
- C- content with A+ delivery is a death trap
- People don't want information, they want a feeling
- “Be so good they can’t ignore you.”
More thoughts in the audio version of this newsletter.
Podcasting Events
The Problem with Podcast Conferences
Some interesting thoughts on podcasting conferences from Bandrew Scott ...
He has three main points:
- The Schedule
- The Podcast Economy
- The Cost
This short video is worth watching.
What would you like to see in a podcasting conference? I'm not sure I'm ready to jump back into the conference business, but I'm thinking about it ...
Podcasting News
Could a Drug Prevent Hearing Loss from Loud Noise and Aging?
This is important for you to be aware of, since being able to hear is so important to podcasting.
Some background ...
The process of hearing involves sound waves (vibrations) that are amplified by bones in the middle ear, leading to movement of fluid in the cochlea. This fluid movement bends tiny hair cells, triggering electrical signals that are sent to the brain for interpretation as sound.
Loud noise damages these tiny hairs. They also destruct with aging.
Researchers are working to develop therapies that could protect these hair cells from damage, which would prolong good hearing.
Just be aware of this. Even more so, make sure you protect the hearing you have by always listening at a safe volume level and wearing protection when that's not possible.
I'll share my journey with this as well as a related story about Brian Johnson from AC/DC in the audio version of this newsletter.
Podcast Production
What I've learned from $3,394,480 in Digital Course Sales
This article talks about digital course sales, but has a few parallels to podcasting that I think you'll find helpful, since "selling" your podcast isn't much different ...
- Create a listener journey for your podcast. For example, let people know where to start and how to subscribe.
- Focus on a problem and deliver a solution
- Decide on a method of distribution and promote that outlet (ex. Apple for iPhone and Spotify for Android)
- Make your podcast easily accessible
- Keep episodes brief but packed with value
More thoughts in the audio version of this newsletter.
Podcast Humor
Jargon in Podcasts
In podcasting, it’s common to encounter specific terms and phrases that can easily slip into conversations without a second thought. This jargon often reflects industry standards, niche topics, or specialized knowledge that can alienate listeners who may not be familiar with the terminology.
While these words might seem second nature to seasoned podcasters and their guests, they can create barriers for new audiences trying to engage with the content.
Consider terms you might use for your podcast, like "SEO," "evergreen content," or "call to action." While these phrases have significance within certain circles, they can leave others scratching their heads if they’re not explained.
It's essential to be mindful of your listeners and strive for clarity. When you encounter jargon, take a moment to define it or use simpler language to ensure everyone can follow along. By doing so, you create a more inclusive and engaging listening experience, allowing your passion and message to resonate with a broader audience.
More thoughts in the audio version of this newsletter.
Classifieds
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The Wrap Up
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