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Any of these sound like you?

The massive audience you've been looking for

Most people think they can use the “shotgun spray-and-pray” approach to force their podcast into the ears of the right listeners. They figure if enough people hear their show they will become clients.

Unfortunately this approach doesn’t work. How do I know? Because I launched 2 podcasts between 2009 and 2012. Recorded 105 shows, put in 420 hours, and invested $9,032. 

And totally #FAILED

Realizing the “shotgun” approach wasn’t working I tried something radically different when I launched my third podcast in 2013. That’s when I went for a more “sniper” like approach where I didn’t care about downloads. 

The only thing that mattered was getting my show into the ears of the exact right listeners. The type of people who would make great clients and were willing to invest in my high-end coaching and consulting.

If you’re looking for a ton of traffic, podcasting could be a waste of time. If you’re looking for a massive audience when you’re first getting started, I won’t be able to help. 

But, if you’re looking for a way to activate your existing audience so you can turn them into raving fans and your best clients - keep reading because this post is exactly what you've been praying for.

The dirty little podcast secret

A while back I was having coffee with Dean Jackson from the “I Love Marketing Show.” If you don’t know Dean, him and his partner Joe Polish are prolific Direct Response Marketers.

One of the people in our group asked Dean about getting leads through his podcasts and here’s what he said:

“Podcasts suck for getting leads. But they’re great for converting them.”

And you know what? Dean is right. In our experience podcasts have not been a great driver of leads (when you're first starting out.) But they are great at taking the people on your list who haven’t bought, or haven’t bought enough - and turning them into rabid buyers.

That’s why you don’t need a big list or a big audience to profit from podcasting. You only need to know who your best buyers are and use podcasting to turn more of your audience into better (more frequent) buyers.

At The Podcast Factory we have a process called The Client Cloner™ where we identify your absolute best clients and we tailor every part of your podcast to appeal to more people just like them.

Who are you?

There’s nothing worse than getting on sales call and having to explain to the person on the other line who you are and what you’re about. 

If this is happening to you right now then you’ve done something terribly wrong in your marketing process. 

There’s a very simple fix to this…

Make them know your name.

Even if you have a ton of competition.

Even if you’re not sure how to get your name out there.

Even if you think it’s a lot of work.

If you’re strategic about your content and how you get it in front of the exact right people you won’t have this problem ever again.

Two questions we asks our hosts when we’re planning their Content Vault™

 1. What do you want your listeners to do?


 2. What do they need to believe?


When you know the answers to these two questions you can create a brand story that answers all their questions, elevates the KLT (Know-Like-Trust) factor - and makes your audience feel like you’re the leader they’ve been searching for all their lives.

And when you get really good at this, there will be more demand for you than you can fulfill. That’s about the time you’ll need to raise your prices.

The problem with Social Media

If you’re spending time on social media with status updates and memes you quickly realize you’re on a hamster wheel.

You post. 

People engage for an hour or two.

You have to do it all over again tomorrow.

I joke around about social media posts being like a fart in the wind. They’re strong at first, then they blow away never to be smelled again.

If you’re thinking about your legacy you have start creating content that makes a lasting impact. Social media posts aren’t good enough.

At The Podcast Factory we talk a lot about accelerating your authority by using audio content. Why audio? Because it can be archived and indexed. You can use it over and over again. It’s an asset.

This is why we always encourage our hosts to use evergreen topics in their first twelve shows. We call this The Content Vault™. 

Each show answers one of your listeners questions and helps them take a step forward towards choosing to work with you instead of your competitors. 

These “assets” increase in value over time as they bring more and more people into your world and turn them in raving fans and your best clients.

Social media posts are here today and gone tomorrow. To create an evergreen asset that continues to deliver for you year after year you must have archived content. 

I’m biased, but I have seen audio content do this for our hosts over the years so I know it works.

Cliff Notes

Podcasts suck for getting leads, but they’re great for converting listeners into buyers.

If you’re looking for a ton of traffic and massive downloads you’ll be terribly disappointed by podcasting (especially if you’re just starting out)

But, if you have an audience (even a small one) podcasting will be a great tool for getting people to spend more with you.

When you plan your content correctly you’ll have people lining up to work with you because they know who you are, what you’re about, and will be pre-sold on working with you.

Social media posting can be a lot of work. A better way to invest your time is creating archived audio content that speaks directly to your ideal clients.

When you put in the work to create this evergreen content it will produce and ROI for you year after year as more people hear it and choose to work with you over your competition.