Zero listeners, zero fans, zero reputation.
Every podcaster starts in the same place.
It’s easy to begrudge the big brands and media empires entering the space and instantly racking up millions of downloads, but don’t forget, they started from zero too.
Not in the podcast world of course, but they’ve spent years, decades, or in the case of GE–who’ve put out a couple of fantastic podcasts–well over a century building their brand, following and clout.
Audiences are earned, no matter who’s building them.
No doubt most of the brands and media businesses bringing their massive followings and name recognition to podcasting were once small, scrappy, one-person operations, struggling to garner attention, customers, or funding.
Their hustling paid off, and now they’re simply bringing the audience they earned and grew via other mediums to podcasting.
We all have to go through that process.
As indie podcasters, it’s not productive to rail against these behemoths changing podcasting from what we think it should be.
If the shows they produce are good? Great! We all benefit from more great content in the world.
If the shows aren’t good? Well, few people are going to listen anyway and they’ll move onto something else. I’ve turned off podcasts, Netflix series, movies, and put down bad books and I’m sure you have too.
Rather than begrudge them, your opportunity is to learn from these producers and apply those lessons to your own show.
You can’t beat them at their own game.
But by choosing to aim smaller, more intimate, more personal with your audience, you can choose to play a very different game.
And you can win.
Every Sunday I send out an exclusive article on how to use podcasting to build an audience and grow your business.
No opt-in, no freebie no bribe. But hopefully a new perspective, encouragement, and maybe even some occasional wisdom. It’s something I’m proud to create and I’d be honoured to share it with you.
Jeremy travels full-time, loves long-distance cycle touring, and will always look back on the day he finally saved up enough money to buy the Millennium Falcon Lego set as one of his proudest achievements. He believes that the way to grow sustainable businesses is by leading with heart, vulnerability, and helping your people be and become their best selves.
- Why Wouldn’t They Just Google It? - March 14, 2021
- Before You Can Market Your Podcast, You Need To Create A Marketable Podcast - March 11, 2021
- Podcast Promotion & Marketing Are Different (Here’s How to Use Each Effectively) - March 10, 2021
