Norman Pattiz’s Secrets to Build a Podcast Empire

Norman Pattiz’s Secrets to Build a Podcast Empire

Norman Pattiz is a broadcasting giant with humble beginnings. After being unceremoniously ousted from the television network where he worked as a sales executive, he wanted to make money without worrying about getting fired again. That’s when he founded Westwood One in 1976. Today, it’s the largest radio network as well as the leading media company in the US.

Three years ago, Pattiz got into podcasting with the launch of PodcastOne.com – a one-stop site where you can listen and download podcasts from hundreds of podcasters like Steve Austin, Shaquille O’Neal, and Adam Carolla just to name a few.

In this article, you will learn some effective tips shared by Pattiz on how to grow your podcast and build your own empire.

The beauty of podcasting

In an interview with Entrepreneur Magazine, Pattiz pointed out that the great thing about a podcast is that it’s free from limiting constraints. You don’t have to conform to a particular format. You can tap into what you know, combine your own unique style, and you can have a podcast to share with everyone.

A great example is Adam Carolla who currently holds the Guinness record for the most number of podcast downloads. Carolla started podcasting after he lost his job in the radio station where he worked. By combining his experience as a radio talk show host and his unique ability to say anything in a humorous manner, he gave podcast listeners something that wasn’t easily found elsewhere.

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Expanding your audience for your podcast

Teaming up with more established podcasters in your niche is a great way to build an audience for your podcast because you get the chance to get in front a wider audience in your niche.

It also helps improve your brand. Remember the saying, “Tell me who your friends are, and I’ll tell you who you are?” Well, that’s true as well with podcasting. When you’re able to join forces with a podcaster that’s known to provide lots of value, they’ll also see you in the same way.

Focus on relationships

Don’t just go out and start communicating with more established podcasters just for the sole purpose of collaborating with them. Instead, Pattiz recommends first to build a relationship.

“It’s easier to do business with friends than with acquaintances,” Pattiz explained in the interview. “If your friends respect your knowledge on the subject, then you got a friendship that will benefit your business.”

That’s the case with WWE wrestler Steve Austin. He was introduced to Pattiz by his talent agency who, in turn, recommended starting a podcast as a way for him to market his talents other than wrestling. With the help of his fellow wrestlers and other friends, Steve Austin’s podcast gives his listeners a “no-holds barred” insider’s look into the life of wrestlers, movie stuntmen, and other Hollywood celebrities.

Invest in the right help

The opportunity to make money through podcasting, according to Pattiz, doesn’t lie in how much content you get out. It’s in your ability to get advertisers in to promote their clients’ products and services in your podcast.

Why?

Podcasting is becoming increasingly popular, but advertisers aren’t keen to jump in because it’s relatively new. You need to spend time evangelizing to them to show that advertising in podcasts, particularly your podcast, will be worth their time.

Pattiz says that this is where you need to be willing to get help from the professionals. Just because you can create a podcast doesn’t mean that you know how to market it out, let alone deal with advertisers. You need to know how to properly create a contract, payment scheme, billing methods and a whole lot more. These services may cost you a fee, but in the end, it’s going to be worth the investment.

While all these sounds great, it’s important to note that success takes time. PodcastOne may have become a podcast empire in just 3 years. But it took 40 years for Pattiz to gain all the experience and knowledge. So be kind to yourself. Stay consistent and keep at it, and you’ll be on your way.

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