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 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...

Happy Monday, friends, It’s a holiday here in Spain today, which means it's a quiet morning at the coffee shop. And with the Christmas lights twinkling, the Christmas playlist on in the background, and Christmas market stalls being assembled along the boulevard in front of me… It’s a perfect vibe for some year-end reflecting and planning. Over the past month or so, I’ve already filled up a notebook’s worth of journalling and scheming about the year that was and the year that’s coming. But...

Hi friends, Yesterday, I announced the PMA Lifetime Membership, which is available until tomorrow (Wednesday) night. Over the past few weeks, I’ve shared a whole bunch about what already exists inside the membership—the playbooks, trainings, etc. But today, I want to share a bit about what’s coming next. Because when you sign up for any kind of lifetime access deal, what you’re really doing is taking a bet on the future. A bet that you’ll continue to get as much value from the offer a year or...

Hi friends, I don’t typically send emails on Sundays, but I wanted to share a resource I think you’ll find useful. At the link below, you can find the Podcast Growth Engine Assessment. It’s the same assessment I go through with every new 1:1 client. Nearly everyone who’s completed it has told me that the simple act of filling it out gave them several “aha” moments about why their current strategy wasn’t working and what they needed to do to fix it. Here’s how it works: The doc contains a...

Happy Friday, friends, Just a quick one today. On Wednesday, the team at Lower Street and I released a new report exploring the differences between audio and video podcasts: The Cost of Attention In Podcasting: Audio vs Video Specifically, my goal was to answer two questions: What is the difference in cost to acquire audience attention for each format? (accounting for production costs, etc) Do video podcasts lead to growth of the creators and brands that embrace them… or is it simply...