Podcast Content is More Important than Podcast Sales
People don’t buy products from podcasters. People accept advice from podcasters they know, like, and trust. As a result, the single most important thing that you can do for your podcast is to position yourself as the podcast host (or podcast GUIDE…but more on this later). The second most important thing you can do for your podcast is to create a podcast content strategy that is bigger than yourself. Ask yourself: what actually grabs my attention? What keeps me engaged? And: what is a mission that I can tackle each and every week for years to come? If you start to understand the mechanics of storytelling, you’ll be better positioned to engage your people longterm.
Why Your Podcast Content is Better When you Use Storytelling
Let’s say you start with a short-form show. You spend fifteen minutes each week solving a problem for your audience. That’s good! Now develop that. Think deeper. Don’t let that slide into a sales gimmick. If you start with compelling content in place of sales, your podcast audience will grow and then they will be further primed to buy from you, should that be a consideration down the line. If you position yourself somewhere along the story arch, you’ll open a loop to keep your audience engaged. Then, if you work to solve those story loops, your audience will be with you every step of the way. Remember: a farmer can give away a vegetable without loosing the farm. Better still, a farmer can give away a farming strategy without loosing a single seed.
Podcasting is an Intimate Medium
Employing a story-frame placement will allow your listeners to feel like they know you. Trust, most of all, is the result. Engagement comes from really talking to someone in real time and really dealing with something specific (and interesting). If you know your audience and you solve small problems, you will walk clients toward the big solution (whatever that may be). Tackle a mission that is bigger than yourself. Solve a problem larger and larger and larger. This is the first step to engaging your audience longterm. And if they’re engaged, then you can sell.
Resources
Building a StoryBrand By Donald Miller
