Podcast listeners have always based their listening decisions on a small number of key touchpoints.
Most prominently, your show title, cover art, and episode titles.
In most places a listener encounters a show, these are the only data points a potential listener has available to determine whether or not a show or episode is interesting, relevant, and worth their time.
And so they make use of them, ignoring and passing over shows that might be objectively better in favour of those with more attractive packaging.
Obviously, this is a problem for us as creators.
Unfortunately, there's never been an easy way to know whether our packaging is limiting our growth... until last year that is.
In 2024, Spotify rolled out a new podcast discovery dashboard with a full visual representation of the listener acquisition funnel.
On the surface, this might seem to be just another confusing (perhaps even useless) chart to try and make sense of.
But when you know how to interpret the data, you'll find a treasure trove of actionable information to help you improve your show and your marketing.
Among other things, Spotify's dashboard allows us to pinpoint issues with our show that might be stifling our growth on all platforms.
Plus, when we look at the data from shows that Spotify promotes heavily through its algorithm, we can begin to decipher some clues as to how we can put it to use for our shows as well.
In this episode of Podcast Marketing Trends Explained, Justin and I dig into Spotify's conversion rate data, as well as the benchmarks you can—and should—measure your show against.
If you want my personal feedback on how to improve your own conversion rate data to attract more listeners to your show, check out my Zap Micro Audits.
In these ultra-affordable audits, I'll start the timer and then pack as much of my best, juiciest, growth-generating advice as I can before the buzzer rings.
Stay Scrappy,
PS. Since developing and refining my own Logic-Based Offer that more than doubled my business, I’ve been helping my clients develop their own Logic-Based Offers around their expertise.
Most often, these are coaches, consultants, advisors, and educators with businesses that are:
Showing promise, getting their clients results… but stuck hovering around the $100k revenue threshold.
Together, we pull apart their offers and their sales process, and then reassemble the pieces so the logic cascades perfectly:
↘️ Business Goals
↘️ Business Model
↘️ Persona
↘️ Promise
↘️ Diagnosis
↘️ Prescription
↘️ Offer
↘️ Deliverables
↘️ Structure
↘️ Sequencing
↘️ Price
↘️ Payment Plans
↘️ Risk Reversal
Just a few results of this work include:
Tom, a consultant — who built a new, $25,000 offer around work he was already doing for free, sold four of them almost immediately, generating $100,000 in revenue.
Alice, a book coach — who converted her existing $4,000 offer into a $30,000 offer and signed two perfect-fit clients almost immediately after rebuilding the logic.
Geoff, a couples therapist — who raised the price of his group program, repackaged it in new sales materials, and ran an Activation Campaign that quickly generated $24,000.
Philip, a strength training and fitness coach — who ran a low-lift Activation Campaign while juggling a full-time job, a three-episode-per-week podcast, and an active coaching business, and brought in $15,000
Heidi, a coach for freelance fashion designers — who unlocked more than $20,000 from her first Activation Campaign after restructuring her sales process.
My goal is to add you to the wall of fame of client wins listed above.
And to do so, I’ll be spending lots of time with every member, giving you everything you need to develop, validate, and launch a new Logic-Based Offer that brings in clients and cash.
There are 10 total spots available.
If you’re interested and you meet the criteria above, hit reply with “Offer Logic” and I’ll send over the full program details.
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