How to Identify and Leverage Your Podcasting Type for Success

I’m going to let you in on a little secret – there are three kinds of podcasters out there. Whether you’re doing it just for kicks, making your podcast the star of the show, or using it as your driving force of your sales engine. Get ready to align those podcasting actions with your goals and start building your more profitable podcast.

Now, don’t tell everyone, but I’m going to give you the inside scoop on my own podcasting journey. I even get the soapbox out briefly to share why we focus on just ONE of these podcaster types with our work at Uncommonly More. If you’ve been dreaming of a strategy fairy godmother, or are frustrated with the advice you’re seeing elsewhere, it’s time to tune in.

I’m all about helping you figure out which podcaster type you are so you can craft the most kick ass, profitable, and downright effective show that’s ever hit the airwaves. So stay until the end because I’m giving you some action items to evaluate where you are now, and get clear on where you might need to make some shifts.

02:31 – Podcast Type 1: Hobbyist

09:39 – Podcast Type 2: Podcast is the product

17:01 – Podcast Type 3: Podcast is a sales tool

23:04 –  The importance of being selective with the advice and strategies, especially when it comes to treating your podcast as a business.

24:31 – 3 questions to ask yourself that allow you to better align your podcast and your goals

Mentioned In How to Identify and Leverage Your Podcasting Type for Success

Podcasting for Profitability Roundtable

Podcast Strategy Intensive

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Podcasters are not sort of one type of group. There's not one kind of podcaster. In fact, I want to talk today about three kinds of podcasting so that you can make sure that you are podcasting in the way that is going to allow you to meet the goals you have set for your show. Because if you're following a strategy built for another kind of podcaster, you're never going to get to the destination you're working towards. Welcome to the More Profitable podcast with Stacey Harris. I'm Stacey and this is the spot. To learn more about the strategies, tactics and tools you need to build your more profitable podcast. My team and I work every day with podcasters like you to shift shows from frustrating time sucks to productive members of your sales team because your show should be built to generate and convert leads. So let's get into it. We're here. It's time. Let's dig into this. Let's talk about the three kinds of podcasters there are. I want to be really clear. The purpose in this conversation is not for you to go, oh yeah, that's the kind of podcaster I am.

So I'm all good. I want you to listen to some of the ways we describe this, and some of the strategies that each of these types of podcasters can be using, and make sure that the podcaster you identify as. Is clear in your execution. Right? So this is one of those things where if you have to ask or if you have to say, if you have to tell me, you are probably not like nobody who is really a nice person has ever introduced themselves as a nice person, right? Like we just know who nice people are, and oftentimes somebody's telling you that they're a nice guy. is kind of a red flag. We all know this. And so I want to I wanted to sort of translate that here. If you have to tell me your a podcaster who's using their podcast to generate, educate and convert right fit clients and I can't tell from your podcast there's a disconnect, there's a problem. And that's really the purpose of today's episode, is for you to do a check in, for you to do a self-assessment and be clear that the kind of podcast you want to be is the kind of podcast you're building, the strategies you're following, the work you're putting into it are going to move you in the direction of being the kind of podcaster you want to be.

Now, if as we're listening to this, you're like, wow, that's really crazy. I would love to meet other podcasters like me, which I'm sure is what's exactly what's going to happen, then you're going to want to join us. That was a terrible, terrible segue, but you're going to forgive me and go with it. But you're going to join us over at the Podcaster Roundtable. Head on over to uncommonly more.com/roundtable. You will see the date and time for our next roundtable discussion. This is your opportunity to get your podcaster questions answered, which is why I wanted to make sure I mentioned it here. Because if as we're moving through this, you're like, I, I think I want to be this kind of podcaster, but I'm actually doing this or, hey, I want both of these things. What does that mean? That's a great place to bring those questions because it's all built to be. Q&A. The podcast or roundtable is really about coming in and getting some support, getting some perspective.

being able to to get somebody outside of your show and outside of your business to give you some insights that somebody me. and what is incredible is oftentimes in the chat or they'll even unmute. You'll find other podcasters also jumping in, offering support, offering perspective. So head on over to uncommonly more.com/roundtable and reserve your seat for our next podcasting for Profitability roundtable. I would love to see you there. What do you say we dig in to our first podcaster type? This is the one that, is probably going to be the least common amongst the people that listen to the show. I have one of these now, which I haven't really told anybody, and honestly, I haven't released anything for in a couple of weeks. but the first category is hobbyist, and these are frequently the people you will see, hitting up a lot of space in free Facebook groups. and often are the first ones to give advice, which I find a little interesting. your show's goal is for there to be a show. It.

This is for you. That's it. There's not a larger mechanism you're trying to build. There's not something you're trying to really monetize. It's you want to talk about this thing. You want to have this discussion. You want to share these stories, whatever that looks like. for me, like I said, I launched one of these on my birthday this year. I have not updated it in a couple of weeks. I should do that. but it's interesting for me because I identify as a as a much different podcaster, as you know, and we're going to talk more about that as we get there. but I, I really wanted a space that was just for me. And so I decided to do this one year experiment. I put a calendar like a calendar on it. I put a time limit on it, and I'm really allowing myself to show up when I want to show up, give myself a lot of space. I'm not really, really promoting it or sharing it. A few friends have listened to it.

a couple people have found it, and it's really it's fun. It's for me and I talk about really not anything important there. I'm talking about my ADHD. I'm talking about hobbies. I'm talking about stuff I'm into right now. coincidentally, Schitt's Creek, although an example of the personal podcast I would create frequently in this show, not yet made an appearance on that show. maybe I'll start a rewatch and it definitely will then. but it is a place for just me. It has no goals, it has no real rules. I don't need to create anything for anyone else. It's just for me. It's a thing I like doing. And so I do it. And I bring this, this group up because I find that oftentimes when I find podcasters that fall into one of the the next two categories that we're going to talk about. Sometimes they started as this hobbyist is where they started. And if podcasting is one of those things that has always sounded interesting to you, but you haven't quite figured out how it fits into your business, you haven't quite figured out how it fits into your life.

This might be where you start. I highly recommend DIY these shows. they don't need heavy editing. They don't need a lot of bells and whistles. They just they just need some some basic things. You know, high quality mic doesn't have to be expensive to be high quality. Let me be clear. I recommend recording into sort of a software built to do that. If you have a mac, GarageBand is free on your computer and came pre-loaded. it's honestly what I'm recording into right now because it is the easiest thing for me to just record raw audio into, without any, like, real issues. I love GarageBand for just raw recordings. if you do not have a mac, maybe you are a PC girly. Then I highly recommend something like audacity. Now audacity can feel a little overwhelming, honestly. So can GarageBand. There's a there's buttons and. Controls and switches and all sorts of stuff on the screen. Just record. Just record and then make sure it sounds good and then start playing with settings.

There are a ton of YouTube tutorials. Remember, if you're fitting in this category, if you're identifying as hobbyist, this is part of the fun. This is part of the enjoyment. And so don't jump right to who do I get to do this for me? Instead, find ways to make it work for you. that could also be like recording into something like descript, where you can edit by sort of, I call it by site, like you can edit based, on the transcript. There's also some AI tools in the script that'll help clean stuff up really quickly for you. But don't. This isn't something you need to be spending a ton, a ton of money or a ton of ton of time on it. It's built for you. And if you're somebody, like I said, who's not really sure how this fits into their business or they're not really sure how they want to monetize it yet, start here. Because the biggest gift. Of hobbyist podcasters. The biggest gift of this kind of show.

Is it allows you to put in the reps. Very simply put, it allows you to put in the reps. You know, we've all heard about the 10,000 hours for mastery. This is how you get those hours. This is how you get comfortable behind the mic. This is how you start figuring out, you know, mic positioning and frequency and recording process and structure and how you talk to yourself for. You know, half hour to multiple hours at a time, to get content done. It's a really good way to practice. It's a great mechanism for getting in the reps. It can be a great place to start. Now that we've sort of got the hobbyists of it all out of the way, let's talk about The Money Show's. And this is where the bulk of your podcasters are going to land, who you meet and engage with out in the world. it's certainly where most of our clients fall. And like I said, that hobbyist stuff might actually be a secondary show or a first taste.

Before you get into one of these two categories, the first one is the podcast is the product. So you host a show where the business model is, the podcast is generating revenue via the show. And so that looks like monetizing just having an audience. So the business model here is, is sort of listen to equal cash. You're funding this project with things like sponsored ads. full on sponsored episodes or guest appearances? maybe merch. Brand partnerships, things like that. What you're monetizing is not your information, is not your expertise. It is the content. It is the audience. Another way these are often monetized is via something like a Patreon. Right. But the podcast is the product. There's not a course you then sell. There's not working with you there. There's just more content. So if we want to think about this in the context of something we might be more familiar with, think about like a YouTuber or a TikTok content creator, or an Instagram content creator, or an influencer. Right? There are people whose.

Revenue, whose income is based on the consumption of their content. Not moving them into something else. Just being here, just paying attention to me is how I get paid. This is not true for the kind of shows we produce. This is not true for any of the shows I run, but this is absolutely the business model of like when you think of a big celeb run podcast. This is that. When you think of your favorite influencer. This is the kind of show they have. This is the kind of podcaster they are. There are podcasting as a product. Here's the thing with this. It is about butts in the seats. And it's never been harder to do this. It genuinely hasn't because for a long time, data in the podcast world has been the wild, wild West. And let me be completely, completely transparent. It still is. There have been improvements. There have not been changes. it's still, in my opinion, the least effective way to. For most of us to really see the impact of our show.

However, if this is your business model, podcast is the product. It's really important because all of your paydays are going to be dependent on your download size, your audience size. The amount you can get from an advertiser is going to be directly tied to how many people they think might hear it. That's your downloads, that's your listens. That's those metrics. And so it becomes really imperative to be not just getting those listeners, but to be getting them back and to be consistently filling that pool with new listeners. This is when we talk about going wide instead of narrow, right? We're looking to get as many people as we can. Listening to the show and listening to the show consistently, because that's how we're going to get. Money in. This became more difficult recently, as we've talked about a little bit here on the show. when Apple rolled out their update to how downloads happened. So now, in case you haven't heard, as of October of 2023, when you have a listener, a subscriber rather, who has subscribed to the show but has not listened to one of the last five most recently released episodes and or anything.

In the last 15 days. They will not automatically download the next episode. And so in Facebook groups, you have been for the last several months, seeing a lot of people going, where did my downloads go? Where did my listeners go? And the reality is, is no one really went anywhere. We've just stopped reporting the fluff. the extra the people who listen to your show once upon a time but haven't been listening lately, those are no longer factored in. So we have more clarity around our active listenership with the data and the metrics that we're seeing now. Again, it's not a perfect system. Absolutely. This is one look at the show, right? This is one look at the data. This is one perspective. but it is in this business model where your podcast is the product, your content is the product. It's an important number. And so you're going to be needing to make decisions that build your listenership, especially when we talk about. Retention. When we talk about getting those people back episode after episode, because if they're following but they're not listening anymore, that's not helping you the way it used to.

You cannot. I mean, it sounds kind of mean, but for lack of a better way to put it, pad your numbers with attention you got once upon a time. You've got to be keeping them engaged. Now, this is great. From a, advertiser perspective, right? They're they're paying to get in front of an active listenership. They're paying to get in front of an engaged listenership. so no longer do we have sort of like, well, this is roughly how many people should be listening. We have a better idea of who's here's who's actually listening last month, who hears, who actually has listened over the last 90 days. obviously not like specific names or anything like that, but rough numbers. So a if you've seen your numbers drop, that's why. But be you've got to be paying attention to that retention piece. You've got to be building a product that people are coming back to again and again. This is the category where we really talk about a show that's bingeable, a show that is going to keep people hooked in.

It's going to keep people there. That is imperative for this category of podcaster. The third category of podcaster and the kind of podcast we work with, the kind of podcasts I spend the most time with, and frankly, my favorite kind of podcast because they really favor. Relationship building is when your podcast is a sales tool. So for me, the more profitable podcast and the podcast newsroom sit as. Sales tools. They sit as marketing levers. They sit as relationship builders. This is a way for you and I to connect weekly and talk podcasting. And from here. I'm not just looking to move you into another episode, I'm looking to move you into another level of conversation. I'm looking to deepen our relationship. And so in some cases, that means moving from the more profitable podcast and adding the podcast newsroom, jumping over and being subscribed to that, especially, by the way, as we roll out some new cool stuff there in Q2, or to the roundtable or to a call with me or to working with me.

Right. We're trying to move you from the show to somewhere else. And so, yes, I absolutely have people who have listened to the show for a very long time. Most of my clients listen to this show. I love when I get emails from my clients going, hey, I heard you talk about this on the podcast. Did I do that? It's so much fun. So it sits as a continuing part of my relationship and my touch points with even people who are already working with me, but it's really built to continue our relationship to help move anyone who's listening through the decision making process of if this is the kind of podcast information they want to take in. And I'm talking about this because this, in my opinion, is the category of podcaster least frequently served when we narrowed our focus. And really. Double down on who we wanted to serve and and focus in on serving podcasters in 2020. I, I had that pull in a lot of ways because I have built this kind of show for, I mean, now 13 years and still so frequently as I would do my own continuing education, which I do now, I, I read and listen and learn and am a part of programs.

And I'm always, I'm always, I'm always looking to get better as we all should be, right? Especially in the field that is our expertise. I found so often I'd have to modify the advice. I'd have to run it through the filter of like, well, yeah, great. But like, I don't want listeners for the sake of listeners. I'm not looking to get 100,000 downloads a year. That's not what I need. I'm not looking to get tens of thousands of downloads each and every month. It's not that's not what I need. And frankly, I hate social media had already made me kind of understand how personally detrimental it was to have a community full of people who were completely disinterested in doing anything and moving forward with with our work, with doing something. They wanted to have an audience full of people really comfortable, just consuming. When you're trying to help them, you're trying to serve them in some way. And so that's when for me, it became really clear that I needed to build a space that served this group.

And that's why we so passionately say we're for business owners who have a podcast at the center of their marketing machine, at the center of their sales engine. That's the kind of podcasters we work with because they're wildly underserved. Honest to goodness. And like, I'm I'm sort of mentally and I'm sharing this because I know how many of my clients go through this. I'm sort of mentally playing this tug of war right now with myself about how hard I want to call this out, because it is infuriating to me how often I have podcasters come to me who tell me that their primary goal is to quadruple their show in a year. And it's not because I think that's a bad goal. But. My struggle is when they can't answer the next question, which is why. Do you have the capacity to work with four times as many people? Because if you're telling me that the purpose of your podcast is to generate, educate, and convert right fit clients into your business, but you're looking to quadruple your listenership, but you're already maxed out on who you can work with.

Why, why, why are we building this hill? Why are we scaling this mountain? Well, I know that, so-and-so said. And then I go look at so-and-so, and so-and-so is selling. Podcast as a product kind of advice. They're helping people monetize a show. Through advertisers, through premium content subscriptions, through things, through those kind of mediums. They're not building the kind of thing you want to build. Do I want to grow my show? Absolutely. Always. Because. I'm building a business like my. My work is growing, and so I want my show to keep growing, because I'm only gonna be able to keep selling stuff to, you know, the people listening today for so long. At some point, they're either gonna buy stuff or they're never gonna buy stuff. And I'm gonna need new people to sell stuff to, right? Like, that's it sounds a bit cold, but, like, it's it's the facts, Jack. Right. And so, yes, I want my show to grow, but I have no desire to quadruple decides my show.

You know why? Because I don't have the capacity to work with quadruple the amount of people I work with. We will take on this year. Maybe, maybe heavy on the maybe two more production clients in this calendar year. It's the start of Q2 when we're recording and originally releasing this. It is the start of Q2. We will maybe. Take on two production clients this year, maybe, and they're going to have to be the right fit. Because that's where we are. We. We've got. Our intensives. But frankly, a lot of our intensive clients repeat regularly. And so I have spots for like, I don't know, ten new people probably this year that I'll work with doing intensives. I mean, arguably the place we have the most capacity is the podcasting for Profitability mastermind, which will run one, maybe two more times this year. I'd probably only run it once more this year. so that's five more people as of right now. And that's 10 to 15 a year that I bring in.

So if we add that all up, even like at our top peak. We're looking at like what, 22 clients in 12 months that I need to bring in. I don't need 100,000 new people to listen to the show this year, to sell 25 new people into working with me. I just don't. And so I have to filter the advice and the strategies and the frankly, mostly tactics that are coming from people who are selling the idea of a podcast as a product business model. And talking about it like it's the totality of podcasting because it's not. And that's again, that's why we do this. That's why this podcast exists. That's why the roundtable exists. That's why the newsroom exists. That's why the mastermind exists. That's why intensive exists. That's why we produce the way we produce. Because it is imperative that this audience be working with people who understand the model. Understand the goals. Because if you're flooding your show with a bunch of guests who have nothing really to do and nothing really to serve your clients, your prospective clients, which is what your listeners are your prospective clients.

Why are you? Having your VA invite ten and 20 guests a month trying to find somebody to be on your show. If the goal is to drive sales. If the goal is to get people to book calls with you to sign up for your one on one work, to join your program, to participate and be engaged in your membership, whatever that offer is, then it needs to be about building a relationship with you. It needs to be about educating them into a decision to purchase with you. That means your tactics and your strategies might look different. It's also going to mean your metrics and your numbers look a little different. I'm not trying to sell this audience to an advertiser, so I don't need. 10,000 downloads in the first 12 minutes of an episode dropping. That is a completely made up stat. I'm hoping that by the lunacy of it, you will not think that's a real metric, but I wanted to say it anyways. And so as we wrap this up, I'm challenging you to sit down and answer a couple of questions for yourself, right? The first one, what kind of podcaster do I want to be? Do I want to be a hobbyist? Do I want to be a podcast as a product? Do I want to be a podcast as a sales tool? Which model are you pursuing? What do you want? The second question I want you to ask yourself, and this is going to be the more difficult one to answer, because it is going to require you to be more honest with yourself.

Is what kind of podcaster am I right now? Think about what we talked about today. Who we built a show for, where you're getting advice from, the kind of tactics you're following, the kind of tactics you're using, kind of strategies you're implementing. What kind of podcast behaviors. Are you executing now and what category of these three do they fit into? The third thing I want you to look at. Is if A and B if your answer to one and your answer to two do not line up. What's my next step? How do I get closer? To my answer to question one. From my current position. My answer to question two. In a lot of cases. There's a lot of episodes of this show to listen to that will help you. even more so if you're finding that you have built a podcast as a product business model. But you actually want your podcast to be a sales tool because you already had a business model. This is what intensives are good for. Let's have a conversation and talk about if now was the right time for a podcast strategy intensive, because oftentimes this is the first bit of work, is shifting that perspective, getting an understanding of what my metrics are, what am I looking for? What am I listening for, what assets do I need to build in the next 12 weeks? To help my listener understand that this is not a place for simple consumption.

Where do I need to do a better job of educating my audience, not just about what I do, but how I can do it for them? This is a conversation we've had a lot recently on the show, right? We're building assets that educate them into a decision, not nurturing them into feeling like they have done the thing, like they've scratched the itch. Right. They put the ointment on the on the open wound and we're fine now. No, we're going in and we're fixing the problem. We're dealing with the underlying cause of whatever symptoms are annoying you. That's what's critical. This is exactly what the intensives are for. I'd love to sit down with you. We are booking intensives about a month out right now, so I would highly recommend that if you are interested in doing this in the next couple of months, let's have a conversation. Let's get you on the calendar. The great thing about booking out a little bit is it allows for some payment plan options, and we almost always have at least one in the next 30 days if speed is important to you.

We almost always can find a spot for one if you have any questions for me, a great place to ask those Instagram head on over there and ask me I would love to chat with you. I'd love to hear how you identify. So reach out, let me know. Let me know what kind of podcast you have right now, what kind of podcast you want to have. And how we're going to get there. I can't wait to hear from you. I will see you next time right here on the More Profitable podcast. See you. Thanks so much for listening to the show. Remember that content consumption does not make changes, so commit to doing something from today's episode. Maybe it's taking action on what we talked about. Maybe it's reaching out to me and learning more about podcast strategy intensives or what podcast production look likes with our team. All of that is over at uncommonly more.com. And if you haven't yet signed up for the podcast newsroom, I want to remind you that is a great next step.

If you're not really sure what comes next, hang out over there. Get those exclusive private episodes that's over at Podcast Newsroom. Com and the last favor I will ask because social proof is endlessly important for sure is to leave a rating or review for the show. If you go to rate this podcast.com/more, that's the easiest way to do it. But I would love to hear what you thought of the show, what you think of the show, and if the show has been helpful for you. I can't wait to chat with you. So this is just the start of the conversation. Reach out so we can keep you going. Talk soon.

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