Hi, my name’s Joel and I’m a recovering podcaster.
I’m recovering from many rookie mistakes, beginner misunderstandings and false starts. Now, through my own trial and error, stubbornness and not knowing when to throw in the towel, our podcast, ReLaunch, has become a game changer for us, earning multiple awards, big ticket deals and national speaking opportunities.
But convincing you to launch a podcast is not my job, nor do I want it to be. Chances are you’re already hungry, excited and ready to share your voice, rock your show and grow your business. Because this is the year of the podcaster.
Related: 5 Reasons You Should Have a Podcast
No, my job as your podcast coach is twofold:
1. To share with you the proven strategies to take you and your show where you’d like it to be
2. To help you stay focused, in your lane and on track
Let’s get started.
One of the first things I share with a client during our initial session is not to listen to me. They usually respond with a chuckle or muffled nervous laughter. Is my way the one and only way to do things? Of course not. It’s simply the result of my experience and what I’ve seen work multiple times for a growing list of solopreneurs and businesses. Like with all things, what you do with the information is up to you.
Now onto the mistakes.
Mistake #1: Not Knowing Who Your Ideal Listener Is
In this tech-advanced age of smartphones, it has never been easier for listeners and future clients to access your content and expertise. Here’s the thing, though: To distinguish your show from the others, you have to be clear on who you are talking to.
It’s not enough to say my show is for everyone and hope for the best. That’s like an author saying, “I didn’t write my book for anyone, I wrote it for everyone.”
People who listen to podcasts are not looking for general information. They’ve already done that.
They’re looking for solutions to their questions, challenges and current issues. It is your job to know who you are talking to so you can understand and speak to what they are going through and looking for.
How? Start with the basics. Men or women? Single, married or divorced? 25 or 85? Is their biggest challenge in life relational, professional, spiritual or emotional? What keeps them awake at night? What are their hopes and dreams? What can I do to help them achieve those?
Our show is made for an overworked, college-educated, 45-year-old divorced mother with two kids who wants to start a home-based business that will give her time, location and financial freedom.
Is it a little scary to narrow down your audience that much? You bet! But it’s worth it. Specifically knowing who your ideal listener is will help you stay away from generalities so you can make solid business-related decisions for your show’s direction, content and length.
It’s OK if you don’t have the answers to all of these questions. Just use yourself or a younger, less experienced version of yourself as the test pilot. Believe me, your target listener will grow and evolve as you do.
Mistake #2: Quietly Launching Your Podcast
Don’t do it.
When people make the case for a “quiet launch,” they usually present the following arguments:
- They haven’t convinced themselves they can pull it off.
- They aren’t excited about podcasting.
- They aren’t excited about the topic or subject matter.
No matter how many bulletproof ideas and strategies we go through, if you haven’t convinced yourself that you CAN do this (No. 1), what I say or do doesn’t amount to anything more than a hill of beans.
If you fall into No. 2 and you’re not excited about podcasting, that’s cool. It’s not for everyone. Just admit it to yourself and find something else to pursue.
If No. 3 seems to be more so the case for you, then we can work with that. When people are trying to come up with a theme or topic for their show, they can often confuse knowledge with personal excitement. For example, a renowned physics professor might know a wealth of information, but doesn’t find it interesting. He or she shouldn’t try to fake it.
Listeners can tell if you are passionate about your topic rather than just going through the motions of academic know-how. The closer your show is to your heart, the better it will serve your audience.
So what is the antidote for a quiet launch? Make an event out of it.
Set a specific launch date, form a solid team six weeks ahead of launch, remove the guesswork by creating a specific launch plan, and follow up with your team and supporters throughout the launch period.
ReLaunch is not my first show. I had to go through a lot of failure to get where I am now. For a long time, I couldn’t understand what was going wrong with my failed podcasts. I was following the advice of the movers and shakers in the industry, but I couldn’t seem to gain the traction I needed.
I fell for Mistake #3: Thinking Your A-List Guests Would Carry Your Show
I remember how excited I would get when a niche celebrity interview would go live. But we only saw a small blip in traffic, and then back to normal. Sometimes I was even silently angry with my guests when they didn’t share the show with their audience on social media.
Nothing changed until I changed my perspective and took complete responsibility for my show’s growth.
The guest doesn’t drive the show, I do, I realized.
I was no longer concerned with impressing the guest. I was more interested and involved in creating a show that my listener would find informative and packed with value.
If your podcast plans involve an interview-based show, go into the interview with a positive mindset and a quiet confidence your guest will share. But don’t get too wrapped up in it. Deliver the best interview you can. And what you’ll find is that your guests will share not because you asked, but because it was a lively and stimulating conversation that added value to them.
Consider it a gift when guests share your content… because it is.
If I can do it, you can too!
Related: 7 Tips for Starting Your Own Podcast