Just One Tip from Your Podcast Performance Coach

The podcast world is always evolving and it raises a lot of questions. Almost instantly after Apple Podcasts sent out a notification about their new subscription service, emails started flooding my inbox.

My podcast host clients were filled with questions like:

• Is Apple going to start charging people to listen to my podcast!?!
• Should I be charging people for my podcast!?!
• How can you be so sexy and be a kick-ass podcast coach at the same time!?!

That last one had nothing to do with Apple's email but I get that question a lot and I NEVER dignify it with an answer.

So, to answer the questions not focused on my status as a podcasting sex-symbol…

No, Apple is not going to start charging people to access your podcast. That would be a really bad look for them.

But, they did announce a new option for podcasters to choose to charge listeners for access. There are a couple of ways you can take advantage of this including all paid content, freemium content (without any ads or designated extra content), or continue to offer our podcast for free.

Which brings us to the MOST important question… should you charge listeners?

First, let me point out that charging for access to your podcast is nothing new. It's always been an option. Apple jumping in with this new service is just making it seem like something we should be considering more carefully.

So, should you charge your listeners?

Here's my take. It depends on the purpose of your podcast.

If you are podcasting as a business (meaning your main business plan is to earn revenue by selling your audience to advertisers) then charging subscribers might be a consideration. It depends on how loyal your audience is. Are they willing to pay or would they rather sit through an ad and let the advertisers pay?

If, on the other hand, you are using podcasting as a way to grow your authority so you can develop a relationship with your audience, create loyalty so that when they buy (a product or service) they wouldn't dream of buying from anyone but you -- in that case, I say no.

Think about it, all the work you're doing building a relationship with them and then you want to charge for admission to the friendship? Is that going to help them know, like and trust you? Will they be excited to also pay you for your product or service after you charged them to listen? Is your information or entertaining banter really that much more interesting and exciting than a gazillion other podcasts out there for free?

Are you in the business of podcasting or is podcasting a tool to help you grow your business?

I would say, don't chase the pennies of a subscription if your podcast is supposed to help you land the big dollar clients.

But, every show is different and every strategy has its pros and cons. So, as a business owner, you have to decide for yourself. Take a look at your business plan and your marketing strategy and see if or where a paid subscription fits in.

If you decide to stay on the free side, know that there is nothing you need to do. Apple is not going to start charging your listeners. Their experience with you and your show won't change after Apple opens up the subscription option this summer (2021).

Phew, you can relax.

But can you? In order for your podcast to do a good job of attracting and nurturing potential clients, you have to have an intentional podcast that is aligned with your goals.

If you're scratching your head and thinking something like, 'what is this too-sexy-for-podcasting coach talking about?', well then, I invite you to book a free 15-minute coaching call with me. In just one quarter of an hour, I can help you diagnose and re-align your podcast to your goals.

Click here to access my calendar and book your call right now.

Listen to more 5-minute episodes, explore my resources and check out my coaching packages at https://podcastperformancecoach.com/

Got a Question? Contact me:

https://podcastperformancecoach.com/contact/

You have a podcast growth strategy right? You know that plan you have for attracting an audience full of your ideal customers?

Here's the problem, most podcasters either don't have a growth strategy or they are borrowing pieces of other people's growth plans.

Or worse, they suffer from fomo when they hear about other podcasters getting big download numbers. They beg for their secret with a desperate hope that there is some kind of cookie cutter plan they can follow for quick and easy success.

Stop the insanity!

And, check your ego.

Chances are, the only reason you want big download numbers is so you can brag about them. But, if you're podcasting for your business, that huge audience of yours probably isn't what you really need.

In most cases, the entrepreneurs and business owners I work with don't need hundreds of thousands of listeners -- they need qualified leads that turn into real sales. Which *newsflash* doesn't always come from a big audience.

I've talked before about not obsessing over your vanity metrics, so I won't go on about that again. Worrying about the number of downloads should really only be relevant to you IF your podcast is your main business (i.e. you plan to sell your audience to sponsors).

In this episode, I focus on what you should be doing to grow your podcast if you're podcasting FOR your business. No, wait - scratch that. What you should be doing to grow your business using your podcast as a marketing tool.

You see, too many podcasters think that podcast growth is about how big the podcast gets, but the paradigm shift I want you to make here is that your podcast growth should be around the KPIs that matter to your business growth.

So, for example, you could be looking at leads generated from the podcast or sales (made easier due to your boosted authority thanks to the podcast).

In both of these cases, it's not going to be the total number of listeners that matter, it's that the right people are listening and taking action.

You want quality over quantity when it comes to your audience.

Just look at other forms of digital marketing for proof of this approach. It's not how big your email list is, it's how good your open rates and clickthrough rates are. It's not how many followers you have on social media, it's how engaged they are.

As an entrepreneur, you want the right listeners more than a lot of listeners.

So, when it comes to having a podcast growth strategy, make sure it's aligned with your business growth strategy.

When you accept this, you'll stop comparing yourself to other podcasts. You'll stop begging podcasters with big audiences for their 'secret'. And, you'll focus on the metrics that matter most to you so you can judge your growth plan on the numbers at the bank instead of on a podcast distribution platform.

Want some help getting your podcast growth plan aligned with your business? Book a free 15 minute coaching call with me right now. We'll talk about YOUR podcast (or your podcast idea) and YOUR business to come up with a custom plan for growth.

No cookie cutter strategies allowed.

Tim Wohlberg

Podcast Coach

https://podcastperformancecoach.com/

Are you compromising your authority just by how you present your information? You might be if you do this one thing? And I hear a lot of people doing it?

I'm not going to mince words, it drives me crazy?

Imagine if every sentence you wrote had a question mark on the end (like I did above). It would be pretty hard to accept that person as a confident expert in their field, right? You'd have to doubt whether they actually know anything if they are even questioning themselves.

This is what you are doing if you engage in ANY level of upspeak (or uptalk).

Upspeak is when your intonation goes up at the end of the sentence. The result is a sentence that sounds a bit like a question, even when it's not meant to be.

This alone can sabotage your efforts to sound like an authority in your field or come across as a subject matter expert.

And the worst part is, so many people have no idea they are doing it.

First thing you need to do is listen to your own podcast and have an ear out for any level of upspeak.

Next, fix it!

The antidote to upspeak is downspeak. You can practice this by having your tone drop down at the end of a sentence. End on an emphatic note. End with some certainty. Drop it down so they know that it's a fact not a question.

Try putting an arrow on your script at the end of each sentence to remind you to drop it down. You might even want to practice over doing it, just to get the feel of it.

Downspeak has the opposite effect of upspeak. It will instantly boost your authority. It makes you sound confident in your own words. People will feel reassured by this and see you as someone who knows what they are talking about. And, they will trust you and the information you are sharing.

That's what you want, right? To be known as someone who knows what they are talking about and who can be trusted?

If you are an entrepreneur or business owner who is using your podcast as a marketing tool, then you want your podcast to boost your know-like-and-trust factor. Being confident and delivering information with certainty is going to make you much easier to trust!

It can take some time to break out of the upspeak habit, especially if you've been doing it a long time. But, keep at it. It's worth it. And, you will see the results in how your podcast performs.

And I hope that's just the tip you need? Ahem, I mean I hope that's just the tip you need⬇.

Need more help creating or turning your podcast into an authority boosting machine? Book a free 15-minute coaching call and we'll get down with the details on how to do that.

https://podcastperformancecoach.com/

**Jerk-Alert** Fair warning… in this episode, I share 5 things you should be doing to ensure you get the best possible audio from guests on your show … but I can't promise I'll be nice about it.

Here's what happens all the time. Podcasters focus on their own audio quality (and they should). They get the best mic they can, they pad out their room, they drape themselves in blankets… they go to extreme lengths to make sure they sound great for their listener.

Awesome.

But then they let guests show up on their podcast and deliver pure crap directly into their listener's earballs. Ouch.

Why would you do that to your listeners?

Instead, follow these tips for securing the best possible sound every time. Yes, this will require a small amount of effort before you hit record, but it's worth it.

Here are the 5 things you can do to improve the quality of your guest's audio:

1. Choose the right platform to do your recording (especially if you are connecting via video). Hint: make it ABZ - Anything But Zoom
2. Use your eyes and ears to scan the environment. Hunt down sounds that can come up and ruin your interview audio. Think kids, cats, dogs, pens, jangly earrings, and phones.
3. Shut the hell up during your interview. All of the re-affirming is destroying your guest's audio. They're doing fine, they don't need all of this encouragement. Nod if you must.
4. Solidify your connection or strengthen your wifi. You can't expect great audio over the internet if you don't have a great internet connection.
5. Get them ON the right MIC! There are a lot of things that technically qualify as 'a mic'. You want to be demanding that they pick the right one. In this episode, I demonstrate how cheap mics, earbud mics, and onboard laptop mics sound so you can hear how crappy they are. I also help you coach your guest in making the most of a bad (mic) situation. This mini-coaching session before you start your interview is critical if you are trying to make the best of the situation you've been dealt (i.e. the guest said they have a mic but it's a pile of crap).

I can't say this enough. You are making your podcast for your listener. As in, not your guest. So, do your job and demand better from your guests. Ooops, sorry, slipping back into the jerk zone.

Just tell your guest that you want your audience to hear every perfectly clearly so they don't miss a thing. Everyone who agrees to be on a podcast WANTS to sound good… so help them, and help your listener, and help yourself. Everyone wins.

Want more tips on sounding better? Let's connect for a free 15-minute coaching call. Grab a spot on my calendar: https://calendly.com/timwohlberg

By the way, I mentioned a few platforms that out-perform Zoom when it comes to recording podcasts. They are:

Squadcast.fm

Riverside.fm

Zencastr.com

"Are you aware of the connection of your show name to rape culture?"

That was a question I got in an email a few months ago and it stopped me dead in my tracks.

Now, I'm not going to pretend that my old show name, Just the Tip was innocent. While it was an exact description of the premise of my show -- just the tip you need to improve your podcast -- I knew there was some sexual innuendo in there. It's a phrase I grew up with and never really considered it too offensive. In fact, I didn't really think all that much about it at all.

Call me naive, but I didn't equate it to rape or date rape. Once someone pointed it out, I couldn't think of it any other way. And, I couldn't go on calling my show by that name. So, I decided to ditch it.

Changing your show name should not be done lightly. You want to make sure that you are doing it for a good reason. I mean, it's not like underwear that you change once a week.

Here are some good reasons to change your show name:

• It no longer represents your brand or your brand values (check)
• You've rebranded as a business and you need your show to join the party
• You've pivoted (either your show or your audience) and the name doesn't fit anymore
• You've niched down and you need your show name to reflect that.
• There are a million other podcasts with the same name and you're getting lost in a sea of sameness.
• You picked a crappy name in haste and you know better now (check)

If it makes sense for you to change your name, make sure you pick your new one well. You want it to be clear over clever. And, you want to do some research to make sure it's not going to be taken in a way you don't (ahem) intend it to be.

Once you've landed on an Oh-So-Much-Better name, you will need to do a few things.

• Secure the domain of your new name
• Change your show art
• Log in to your podcast distributor (like Libsyn, Buzzsprout or Podbean) and change the title in your show settings
• Upload your new artwork (listen to this episode for some tips around this)
• Update your categories (if needed)
• Change your copyright on your website
• Audit your social to make sure everything reflects your new name
• Announce it! This is optional, but it's a good idea to let your fans know that it's still you even if the name has changed.

Changes on your distribution network can take 24 hours, so check back in that everything has taken hold.

That's it! Changing your name is easy, but you want to get it right.

And, be careful about blaming the name for bigger issues. Just changing the name may not be enough to save a poorly performing podcast. That might require a bit more work and an actual pivot. This is what we cover in my Podcast Tuneup. If you think you might need a name change or a show tune-up, let's chat. Grab a free 15-minute coaching call and I'll tell you what I think.

RELATED EPISODES

https://podcastperformancecoach.com/068-your-podcast-is-not-safe-how-to-protect-it-from-being-pulled-from-itunes/

The world of podcasting is constantly changing and it can be tough to keep up. In fact, there's so much change, you might be tempted to just ignore most of these miniscule shifts.

Well, I don't blame you but there are a few key changes coming that are worth paying attention to. In fact, there are a few that are important enough that you might want to change one of the things you probably say EVERY episode.

Since I want to help you avoid getting sucked into the vortex of podcast news, I've done a round up of the most important podcast news (that actually matters to you as a podcaster).

Before I jump in, I want to give a big shout out to two sources I count on to get some of my podcast news: Podnews and The Feed (a podcast by Libsyn). I love the insider information.

So, here's what you need to know about what's shaking things up in the podiverse.

1. Apple is ditching the term 'subscribe' from their podcast platform. What does this mean? Well, for one thing, you might want to think twice about telling people to subscribe! Instead, you need to get comfortable telling people to follow you. Yep, that's the new verb around here. Follow is the new subscribe. There is a pretty interesting reason they're scrapping subscribe - give this episode a listen to find out.
2. Auto-downloading is dead on Apple. This is also an Apple-specific change on iOS 14.5 and beyond. What this means is that your subscribers, er, followers will now have to manually select auto-download or download what they want. This may mean that you may see a drop in your download numbers. But, you're not obsessing with those numbers anyway, right?
3. Artwork spreads to your background. Your podcast artwork (you know your show art or cover tile) will now inspire your Apple Podcast background. I wonder where they got this idea, ahem, Spotify. So, I hope you really like your artwork!
4. Your limit has been increased. Apple Podcasts used to limit you to 300 episodes well, not any more. Now you can keep going and going and going… all the way to 2000. #podgoals
5. So long Apple Podcast summary field. It's gonzo. Now, this may be different depending on your podcast host. I use Libsyn and so do most of my clients (use promo code TIM to get 2 months free). Anyway, in Libsyn, the field is nixed because Apple doesn't do anything with it anyway. Boom. I just saved you like 30 seconds (times your new limit of 2000 podcasts = 16.66 hours. Yer welcome).

So, these are the changes coming your way courtesy of Apple. Remember, these changes will take effect for only a portion of a portion of your audience. Only the people who will update to iOS 14.5 will see these changes. It's a sign of things to come but there is no need to panic. I said, don't PANIC!

Podcasting is always shifting so try to stay on top of things without obsessing. Focus on creating great content that your audience loves. They'll forgive you for telling them to subscribe instead of follow.

More tips at https://podcastperformancecoach.com/

I want to subscribe to your podcast. It seems like a simple thing. It should be a simple thing.

I can't tell you how many times I go to a podcasters website eager to check out their show. I love what I'm hearing and I think, 'oh boy, I can't wait to subscribe!'

And then, it happens. I'm looking for the button. The one that is going to take me to my podcast listening app of choice. I'm ready to click that big, juicy button and be a regular weekly download for you.

BUT I can't find your stinking button!

Or worse, you've got the logo for my favorite podcast listening app but it's just for show. I click on it but it doesn't go anywhere. Booooo! Now I think you stink and I'm not going to subscribe.

And don't bother telling me that I can just go to my player and search your show name. Get over yourself, you weren't that good. Ain't nobody got time for that kind of nonsense, fool!

It's over. You lost a subscriber. All that work getting the word out, getting them to your website, getting them to fall in love with you and you lost it. All because you couldn't be bothered to add a muther effing link.

You think I'm exaggerating but it has happened more times than I can count. Mind you, I check out a lot of podcast websites. *hint: if you book a 15-minute free coaching call with me, your website better be ready for me.

So, here is my one little tip that could make a huge difference. Add subscribe buttons to your website. It is undeniably the best and easiest way to secure a subscriber from your website. Just make it easy for them!

Head on over to my website. Pick a page, any page (okay, maybe not ANY page) and you'll find a beautiful array of sumptuous buttons to click and subscribe. Go on, take a look. You know you want to.

Getting on other peoples podcasts is one of the most effective ways to promote your show and reach a new audience. It's the number one thing I coach my clients to do when they are looking to grow their audience and increase their downloads.

But there is a right and a WRONG way to go hunting for an invitation. In this episode, I share a recent letter that I got asking to be on my show (which they claimed to love and listen to all the time).

If you're a fan of my show then you already know why I have no worries that they'll ever hear me shaming them on my show!

Bad examples aside, I'm here to give you the tips!

So, in this episode, I also give you the things you should do if you want to be successful in getting on other people's podcasts.

Guide to getting on other people's podcasts.

1. Select podcasts that make sense for your area of expertise.
2. ACTUALLY listen to a few episodes (at least get the gist of their show - like find out if they actually have guests on their show!)
3. Connect with them before you pitch. Social media is good for this but you might also want to check their website to see if they have an application process.
4. Pitch a topic that will serve THEIR listeners. Show off the fact that you've actually listened to their show.
5. Let them know how much you plan to promote your appearance. You know, offer to scratch their back a bit.
6. Don't blow smoke up their ass. Don't tell them you love their show if you haven't been listening for more than a minute. Keep it real.
7. Follow up… but not in a canned way.

And most importantly, don't be overly templated and don't blanket inquire. Yes, you might land a few appearances but dollars to donuts - these are not the quality shows that will actually give you results.

Take the time to find a good fit, do your research, make a solid pitch and you'll see the quality audience boost you're looking for.

Oh, and one more thing. This is not a quick return strategy. Good podcasts plan weeks if not months in advance. You won't be pitching a show and then be on their next episode… and if you are, you might want to question the caliber of that show. Just saying.

Getting on other people's podcasts can be a fantastic strategy but only if you've got a good show to back things up. A quality podcast is going to do their homework on you too. So, do you have the kind of show that they would want to be associated with. Would they trust you and your show with their audience? They worked long and hard to develop trust with their fans… are they going to risk it on you?

Get your show in top shape before you start asking for access to someone's audience.

If you need help with that, I'd be happy to whip your show into share-worthy shape with my Podcast Tune-up. Book a 15-minute call with me if you want to learn more.

When we talk about tools to make you a better podcaster, you probably think about mics and mixers. Well, there's one tool you want to have in your tool kit and it's one that I never podcast without. The mighty pen.

I know, I know, nobody uses a pen anymore because we're always typing and texting. Well, there are three good reasons for you to go old-school and embrace the pen as an essential podcaster tool.

(Kids, a pen is a device that us old people used to use to communicate. We would use it to write words on paper so we could pass notes around the classroom. It looked kind of like a stylus but with ink in it.)

Three ways to use a pen if you're a podcaster:

1. Shape up that lazy, sloppy mouth of yours. If your diction is slipping (or you're podcasting after a tequila bender again) this trick will help you form your words perfectly. This trick is a great way to ensure you start your podcast strong.
2. Tappity Tap. Make sure you are actually recording with the right mic. I can't tell you how many times I've heard great podcasts that sound like shit because they were recorded using the integrated mic instead of that big, gorgeous podcaster mic. Tap it before you hit record and make sure you see the tell-tale spike. And, while you're at it, get your guest to tap theirs (especially if they sound like they're talking to you through a couch cushion).
3. Like a pen. Ah, good old pen and paper. I use a pen when I'm recording to mark up my script (I might underline words I want to emphasize or put some lines between sentences where I need a dramatic pause). But, I also use it to stay in the moment during interviews. If your guest says something you want to come back to and you don't have a pen to note it down, you're going to have to store it in your brain. Now you're thinking about your next question instead of listening to your guest! (ahem, that's bad). So, note it down, stay in the conversation and come back to your note when the time is right.

A pen may not be fun and sexy like a new swinging mic arm or a sweet mixer, but it's still an essential tool in my podcast toolkit. Ever since my broadcast days, I won't turn on a mic without one.

Oh, and you are wondering if you can use a pencil instead. The answer is NO! Gross! Also, pencils are too audible when you make notes so just throw that thing in the trash.

It's true. These are the kinds of tips you'll only hear from me and if you want more of them, make sure you are signed up to receive my twice monthly Podcaster Tipsletter emails.

https://podcastperformancecoach.com/

We lost a broadcast legend. Larry King was most known for his 25-year run on CNN hosting Larry King LIVE but podcasters can learn a lot from him - especially if you interview guests on your show.

In this episode, I explore a few of the lessons podcasters can learn from the late, great Larry King.

Time Magazine called Larry the master of the mic.

TV Guide crowned him "the most remarkable talk show host on TV, ever".

In my decades in radio, Larry was an interviewer gold standard that inspired me and many of the hosts I worked with.

If you're a podcast host and conduct interviews, I want to share some things you can learn from Larry King. These are lessons that will help make you a better interviewer, get the most out of your guests, and create a loyal listening audience (just like Larry).

Great Interviewer Lesson #1: When the red light is on - you show up!

This is something Larry said in an interview. It didn't matter what kind of day he was having or how he felt about a guest - when that red light came on he was in it. Even if you don't do your show live (and have a red light) you can still show up with the same kind of enthusiasm as Larry. In fact, I encourage you to tell your guest that the show is 'live to tape' so they show up too.

Great Interviewer Lesson #2: Challenge Your Guest

One of the things that drives me crazy is when an interviewer gets lazy, lobs softballs, and let's a guest get away with half answers or spin. As an interviewer, it's your job to get the answer and challenge your guest - without being a dick. Larry was the master of this.

He was an investigator. Some called him persistent. Barbara Walters called him probing but a man who never attacked. He challenged them, he pushed them to go deeper, and he got the most out of them.

Great Interviewer Lesson #3: Build Trust

Even though Larry was known for being a probing interviewer, he did it with respect and that earned him the trust of his guests. And, because they were comfortable, they were more likely to give a better interview.

He did it by treating his guests like a friend, finding common ground. As a podcaster, spend those 5 minutes before you countdown to hitting record, making your guest feel comfortable. That could mean bringing up the fact you saw their family mountainbiking pictures on instagram. What do you know, you're both parents of 8 yr old boys. That can create a level of connection and trust instantly that will make a big difference in your interview.

Great Interviewer Lesson #4: Be brief

I'd have to say one of the biggest qualities of Larry King I enjoyed, was his brevity. He knew how to ask a question and shut up while he waited for the answer.

He never made the question about him, what he may already know or what he thought the answer might be. He never had to prove to anyone that he knew something.

He let his guest do the talking.

Great Interviewer Lesson #5: Stay curious and ask 'Why?'

This is not just a tip about being a better interviewer it's also a tip about making it the long haul. If you aren't curious about what your guest has to say or contribute to the conversation, you're going to get bored very quickly (and so is your audience). The best questions come from being in the moment, present in the interview and asking the questions that listeners want answers too. That might mean going off script and it might mean letting things get a bit weird or uncomfortable while you wait for the answer. One of the best ways to dig deeper and itch that curiosity is to ask one of the best questions an interviewer can ask -- Why? This is a powerful open ended question that every podcaster should have at the ready. The trick is to shut the hell up afterward and let them answer.

Now, if you really want to be just like Larry King you will also need to:

Smoke 4 packs of cigarettes a day to get his voice.

Wear suspenders… I mean you gotta have a look right?

Conduct over 50,000 interviews.

And get married 8 times.

Even if you went to that level of commitment, there will never be another Larry King.

But, we can still take some inspiration and make our podcasts the best damn interview podcast in our niche.

I can't promise you the kind of success Larry had, but I can promise you that in 15-minutes, I can help you get on track to creating a better podcast. Grab your free 15-minute coaching call by clicking here.