Podcast Marketing Micro-Lessons For Scrappy Solopreneurs & Creators

1,163 WORDS | READ TIME: 4.4 MIN Hi friends, Good songs are built around a clear, memorable hook. Great songs are built around several. And then there are songs by Taylor Swift. The master of hook writing who brings the craft to another level. Take We Are Never Getting Back Together. In the first 62 seconds, Taylor drops distinct 6 hooks. By my count, the song as a whole has 12, many of them repeating throughout. For Taylor, this was just a warm-up, however. In Shake It Off, she crams 10...

Hi there, Last week, I announced my new Overdrive coaching program, where I get in the weeds and collaborate heavily with my clients on everything from quarterly campaign strategy right down to co-creating individual episodes together. It’s my most in-depth (not to mention fun) offer yet. And at $18k/year for the few early bird slots I made available, it’s also my most expensive. Of course, Overdrive isn’t for everyone. It’s for folks who already have strong lead flow, strong sales, and are...

Hi friends, This week, we’re talking about the importance of your show concept in growing your show, positioning you as an authority in your space, and converting listeners into customers (and charging more for the work you do). And while I can (and will) harp on and on until the end of time about why nailing your show concept accounts for roughly 90% of successful podcast marketing… Some things are just easier to understand when you see them for yourself. So, today, I want to share a handful...

Hi friends, There’s a funny (and frustrating) paradox with podcast marketing. Which is this: No matter how much work, craft, and care you put into the actual content… And no matter how good that content is as a result of that work… The entire fate of your show hinges on the one single sentence you use to describe what it’s about. Think about all the ways a potential listener might discover your show: You telling people about it directly Promoting it to your email list or social following Word...

Hi friends, Today I’m launching something new. A 4-week live accelerator program called Craft Your Killer Concept. The goal is simple: Redesign your show around a niche-dominating concept that is easy to grow and sells your offers on autopilot. This is for you if: You’ve done all the marketing that’s supposed to work to grow a podcast (posting clips, guesting on other shows, cross-promotions, etc) and have little or nothing to show for it. You started your show to grow your business and boost...

Hi friends, This week, we’ve been exploring your podcast’s role in decommoditizing yourself in the eyes of your market. The goal: Instill the belief in your future buyers that your work is not only the best option for them, but worth standing in line and paying a premium for. The logic: If you can build a waitlist around premium prices, you unlock the ability to add significantly more time, profit, and creative margin into your business. But to do so, you need to demonstrate to the market...

Hi friends, This week, we’re unpacking how to decommoditize ourselves in the eyes of our market and move from one of many to one of one. The goal: Unlock our potential to charge a premium for our work, build a waitlist to ensure consistent revenue, and engineer more time, profit, and creative margin into our businesses. If you haven't already read the first two parts, you can find them here: Part I: Decommoditize YourselfPart II: 6 Premium Pricing Levers As a recap, the process of...

Hi friends, Yesterday, we kicked off a mini-series on how one of the most important jobs of your podcast (and marketing more broadly) is to “decommoditize” yourself in the eyes of your market. You can find the full newsletter here. But as a quick recap, we can define commodities as resources (including offers, service providers, and podcasts) that meet the following criteria: Abundant Interchangeable Price Driven If we want to create more time, profit, and creative margin in our business,...

Hi friends, Here’s a quick bit of trivia to pull out at your next dinner party. The word salary is rooted in the Latin word “sal” for salt. Why? Because in the days of the Roman Empire, salt was so valuable that Roman soldiers were paid a portion of their wages in salt, as a perk. Nowadays, of course, we’d be incredulous if a client offered to pay us in salt. Because far from being rare and valuable, today, salt is a commodity. While we might still value (and perhaps even need) salt in our...