When it comes to making money out of your podcast, there are a few rules to follow, some being rules that must be religiously followed, and the rest being rules that you can adjust to your liking or follow word for word.
If you've ever heard a podcast, you've probably never come across a podcaster whose opening lines goes something like, "Hi. We are (podcast show name) and we want you to listen to this because it brings in more cash for us via advertising!".
First off, if you actually have heard of a show that opens with a spiel like that, then you've probably decided not to listen to them anymore. It's a turn-off and makes you feel like you can be manipulated easily.
No one likes to be manipulated.
There's a catch to podcasts that you should instill deeply into your mind just as you start off. The catch? The best branded content isn’t about a brand. It's about promoting the business successfully in a non-promotional way.
Impress your listeners and your clients and advertisers with the content of your show. Think things through and sooner or later, it will pay off. Brands will be coming to you to ask to be advertised on the show. It's the beauty and power of being non-promotional.
Check out the competition and then ask yourself these questions:
"Is what I'm doing enough?"
"What do I need more off to be successful?"
"As a listener, what would I want to hear?"
To fully kick off your podcast, find and dig deep to figure out what that interesting factor is that you need and will have listeners hooked on from the moment they begin to listen.
Don't force your show on the audience. This is a sure way to actually get rid of them and have them running out the door with their headphones on and unplugged.
Instead, be real and keep it real. The more interesting the story you tell, the more real, the more listeners will be attracted and willing to listen.
Don't be this person mentioned in the subheader. Really. There are a lot of smart people out there but then there are also a lot who lack in common sense.
Many podcasters go into selling spots to companies who have zero relevance to the show and the audience.
Imagine listening to a podcast about self-awareness and hearing a spot about automotive parts for sale. It just won't work and it makes it sound like the people behind the podcast are selling way too hard. It comes out as needy and desperate.
Listeners don't like that and advertisers will frown upon the idea of it. Ads are to be approached as a form of art and not an assembly line of chaos and irrelevance.
And the biggest advice we can give you? Sometimes, you don't need sponsors to get and make the big bucks.
Create a show that connects and targets a niche group. The more specific, the more you actually come to understand their problems and what they need. The trust you build out of this paves a way for you to make things that this audience you have will work for.
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