Just One Tip from Your Podcast Performance Coach

You want a big audience, right? Big audience means big success, right? What if I told you that you could be way more successful if you focused on a small audience? A niche audience?

In this week's episode of Just the Tip, I share a case study of a podcaster who went from having a general podcast about business (not that many people were listening to) to having a niche podcast that is killing it.

You know that analogy about the small fish in a big pond vs the big fish in a small pond?

Yeah, I hate that one too. I'm not going to use it.

I have a better analogy. Be the podcaster who does one thing really well instead of the podcaster who does a whole bunch of things really mediocre. Be a specialist not a generalist.

People want the specialist.

You know, like getting flowers for your wife from a florist instead of the grocery store. Or, getting your coffee from a cafe instead of the gas station.

My point is, niching is powerful. You may be serving a smaller audience, but it's a better audience. An audience who really wants to hear what you have to say.

My real life example comes from Jamie Irvine (a podcaster I met through my free 15-minute coaching offer). When we met, he had a business podcast for entrepreneurs promoting his business coaching services.

Sound familiar?

Jamie has a whole lot of business experience in selling heavy duty parts to the trucking industry. He thought he could leverage his business knowledge and success as a coach.

Here's what he learned. His podcast was one of thousands of business podcasts. And, while he did have some regular listeners, the show was not cutting through the clutter of similar podcasts. He could have stuck it out. He could have worked really hard at getting noticed. Eventually, he might have built his audience up to make the small percentage of people who would hire him worth it. But, it's a volume game.

Instead, he created a new podcast that was a whole lot more niche and a lot more directly related to the business he was already successful in.

The Heavy Duty Parts Report.

Talk about niche. And, he's killing it. He doesn't need an audience of thousands. Because he is literally the only game in town; he can easily establish himself as an authority in the space. And, it's no longer a volume game. It's a value game. A quality game. A freakin-easy-to-win game.

Click on this week's episode and find out what inspired him to move to a niche market, how he handled the transition, and what advice he'd give himself if he could go back and do it all again.

If you're wondering whether a more niche podcast is right for you, let's talk about it. Hit me up for a FREE 15-minute coaching call. It could completely change the game for you - just like it did for Jamie.

Jamie Irvine's Podcast

The Heavy-Duty Parts Report

https://www.buzzsprout.com/272315

The Daily Grind Podcast with Colin Morgan

https://www.dailygrindpodcast.com/

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

Hands up if you start your podcast with a question like, 'How did you get started?' You, with your hand up, this one's for you.

There are many variations of this lazy first question but the main similarity is that the podcast host wants to start at the beginning. They want to share their guests story from the point of origin.

Ba or ing!

As a listener, I don't care enough about this guest yet. I don't know why it would matter where he went to highschool, or the first time she wrote a story, or their first kiss. And chances are, your podcast is not about any of this stuff. (If it is, then, carry on… you're killing it).

I'll say it again for the millionth time. Your podcast is for your listener. Not you. Not your guest. Your listener.

So, don't make them sit through someone's biography or resume before you get to what's relevant to them.

Give them gold right out of the gate.

I'm not saying that you can't cover the 'early days' stuff, I'm saying weave it in when it's relevant and AFTER you've established that this guest is worth learning a little more about. Their start or beginning will mean so much more once your listener has context (and gives a crap about them).

Planning an interview in chronological order is fine. Small 'f' fine. As in, mediocre. As in, you can do better. I CHALLENGE you to do better.

Start strong. Jump around a little. Let your interview fall through a timewarp and bring up the early stuff as it relates to the later stuff. This isn't a marathon where you have to start at the beginning and make your way painfully to the finish. You get to jump in half way through, then take the subway to the finish line then head back to the start and maybe take a short cut to the third water station.

You get to map out your own route.

Yes, this is a more advanced interview technique. Yes, it will take a bit more work than just laying it all out chronologically. But yes, it will make you a better podcaster interviewer.

Your podcast is not a 5th grade biography on your guest so don't treat it like that. (Unless it is, in which case cool, project, carry on… you're killing it).

Get creative. Serve your listener. Be a better podcaster. I challenge you to time-warp your interview flow.

If you accept my challenge - send me proof. Drop a link to your non-linear, time-warping podcast interview in any of my social media feeds or contact me through my website.

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

How many expletives have you unleashed during the act of podcast editing. I'm guessing a lot. I still let them fly and I've been editing audio for almost three decades.

Editing is no joke. It can be frustrating, time consuming and if you let it get to you, it can be the death of your podcast-affair.

Lots of podcasters decide to edit their own podcast when they start out. And they should. I'm a firm believer that you need to understand the process if you are going to be a podcaster. And, if nothing else, it forces you to listen to your own podcast.

Once you've done that, if you can afford to hire a professional, then definitely do. It will save a tonne of time and frustration (and maybe even your marriage).

That really should be tip #1. Outsource your editing. That could be the only tip you need. Okay… I guess we're done here.

All right, if you insist on editing your own podcast - I have three really good tips that will save your bacon for sure.

Tip 1 - Save Your Original File

This is just good file hygiene. After your record, BEFORE you start editing, save the original file then copy it and work with the second file. I go over my actual file saving protocol in this episode but I can tell you that if you were to get a peek at my filing system, you would see in THIS episode folder 090-editing-tips_RAW and 090-editing-tips_EDIT. The RAW file is the original recording and it is sacred. I never touch it - except in an emergency and even then, that is only to duplicate it again.

Tip 2 - Editing is a Two-Hander

If you are only using one hand when you edit, you're functioning at half-speed. That other hand can be working two. Don't let half your work force slack off! I explain in this episode exactly what your two hand should be doing but I'll give you a hint - it involves a mouse and a shortcut key.

Tip 3 - Save Your Work Obsessively

If you saw me editing, you'd think that I have OCD about saving. It's automatic for me. I don't wait until a break in the action, I save as I go. Constantly. And you should too. You never know when a power outage or some kind of computer gremlin will cut your session short. Saving as you go will save so much more than your work. I'm talking sanity, time, and money (that you won't have to put in the swear jar!).

Say it with me. Ctrl S, Apple S, Ctrl S.

You don't want creating your awesome podcast to become a total pain in the butt just because editing it is a nightmare that you dread. Use these super simple, sanity-saving editing tips to keep the podcast love alive (and your podcast too).

Want to know what programs I use? Check out my Resources page.

Still in the podcast gates and want to start right? Hit me up for free coaching call and let's talk about your podcast-to-be. Click here to find a time that works for you.

If my last podcast left you feeling like, 'hot damn, I need to pivot!' then let's make sure you pivot right. In this episode, I cover how to do it and not eff it up.

In case you missed my last episode (how COULD you!) on determining if you should pivot your podcast, you might want to go back and give it an ear before listening to this one.

Now, if you KNOW you need to pivot (or you might in the future), this episode is going to help you do it successfully and rolling in happy, super-engaged fans in no time.

Step one in pivoting a podcast is determining why. Why isn't your podcast performing? Are you talking to the wrong people, are you sharing the wrong things, or are you just sucking.

Look, I'm not trying to be a jerk. The fact is, you need to be honest about why your podcast is failing if you're going to do any better after the pivot. So, park the old ego and dig into your what went wrong.

A good place to look is at your analytics. Check out the most popular topics, look at what makes them stand out (the topic, the time, the guest?). Look everywhere for clues about why your podcast is underperforming.

Step two in pivoting your podcast is to ask. Find out from your audience what they want more of. Start a conversation with them about the shift on your social media channels and through your newsletter list.

Whaaaat?!? You don't have social media or an email list. Ummm… respectfully, you might want to rethink this pivot and put your energy into this fantastic new tactic called marketing. Seriously, you might already have the most baller podcast out there so don't change it until you give people a real chance to find it! Go forth and spread the word!

Okay, back to the pivot.

Step 3

Step three is to determine what you're going to change? Take into consideration your:

• Promise
• Format (solo, co-hosts, interview, clips, etc)
• Structure (length, section, etc)
• Show elements (name, music, intro, extro, etc)
• CTA
• Show Assets (description, category, show art, logos, taglines, website, etc)

Step four is to come up with a plan for the pivot. Will it be a slow evolution of what you're already doing, a hard left or something in between. Will you do a soft, gentle shift over time. Or, will you hit them with it all of a sudden. Are you going to gently peel off the bandaid one hair at a time or rip it in one swift motion?

Your decision will determine your step-by-step plan for the pivot. I cover how to do each in this episode. So, give it a listen and get it right.

Remember what I always say - your podcast is not for you, it's for your audience. So, think about them when you are deciding all of these things and don't be wishy-washy. Take care of them, keep them informed, and make them happy. When you do that, they will share your new and improved podcast even more. But, if it feels like you don't know where you're going or like you're trying to pull a fast one on them, they'll dump your ass.

Be good to your listener through the pivot process.

You may lose some listeners (and that's okay), but make sure you keep the ones you're trying to attract in the first place. Pivot with them in mind.

Not sure if you need a subtle shift or a hard pivot? Or maybe you think it's all wrong and you need to start fresh? Let's talk about it. Grab my FREE 15. It's a 15-minute coaching call where we can figure it out together. Click here to find a time that works for you.

VIEW SHOW NOTES ON WEBSITE - Episode 88

Be honest. Is your podcast delivering the results you expected when you committed the time and money to creating it? Are you considering taking it for coffee and gently explaining, "It's not you, it's me…"?

If you're not getting what you wanted out of this whole podcast affair, it may be time to shift your approach. Or, maybe something even more dramatic. In episode 066 of Just the Tip, I give you a few options on how to deal with a lacklustre podcast (or a lack of energy to keep it going).

So, how do you know if it's time to shift, relaunch or reinvent your podcast?

If your podcast is just for fun, then there is only one real question to ask. Are you still having fun? If yes → keep going. If no → stop. If you don't know → listen to this episode.

For entrepreneurs and business owners who are using their podcast as a marketing tool, there are some key questions you need to ask before you pivot. The first relates back to the last episode of Just the Tip - are you measuring the right things to determine if your podcast is successful? If you are, and your podcast is NOT successful, then recognizing that is the first step.

Next, you have to determine if pivoting your podcast focus will do a better job of attracting your ideal client. Or, if there is a better way to serve your existing audience.

If your podcast is not serving your ideal client, it's not serving your business.

Many podcasters resist the pivot. They're worried about losing audience members who they worked so hard to attract. Keep in mind, if podcast is a marketing tool, there is no point in continuing to market to people who will never be customers.

Pivoting your podcast may seem like a daunting task. In this episode, I give two examples of podcast hosts who saw the need to shift their podcast and successfully pulled it off.

In some cases, a podcast pivot goes hand in hand with pivoting your business. You might be niching down or you might be adjusting the products or services you offer your target market. If this is the case, your podcast (which can be a huge marketing asset) should be part of this shift.

Pivoting can make your podcast more effective and more satisfying. For some of my clients, it has been essential for the growth of their business and their show.

But, for a podcast pivot to be successful it has to be intentional and it has to be done right. In my next episode, I'll cover how to pull off an effective podcast pivot.

In the meantime, click play to find out if a podcast pivot should be in your future.

Oh, you already listened? That was fast. And, you're still not sure? Hit me up for a free 15-minute coaching call. We'll assess your situation and answer that great existential question - to pivot or not to pivot.

Get Yourself in My Calendar!

Mega-downloads = successful podcast, right? Not so fast, podcaster.

Look, I get it. Watching your download numbers grow feels good. It's like a whole bunch of gold stars on your homework. And, skyrocketing downloads seems like a reasonable goal.

But, park your ego for a sec. Just for a second, you can have it back in a minute.

If you're podcasting to market your business then sheer numbers is not really what you should be aiming for. Think of it this way. Say you had an old bricks and mortar store. And everyday, more and more people came into the store because it's warm and it smells nice. Do you think you could go to the bank and say - hey, I need to take out a loan because so many people are coming in my store that I need a bigger store.

No. You couldn't because the banker doesn't care about how many people come in. He cares about only one thing.

His hockey pool.

Just kidding. He cares about the money, chum. How many of those people are buying? Do more people through the doors mean more cash in the till?

You have to measure the right things!

Caveat - if you're business is your podcast, meaning your content is your commodity, then by all means - care about the downloads. Obsess about the downloads because each one gets you a little closer to bigger sponsorship deals.

But, if podcasting is a marketing tool for your business - those numbers are not the most important measure of your success. Downloads don't tell the whole story. They can't give you an ROI.

So, what is the best way to measure the success of your podcast?

There are a few ways to go here. You could measure the number of leads you get from the podcast, you could measure the number of conversions you get from those leads, you could measure the lifetime value of that customer.

I like to measure engagements. Because the goal of my podcast is to serve business owners in their podcasting efforts, everytime I get the opportunity to connect with a listener, I get a little closer to my goal.

This KPI can also tell me if I'm reaching my target audience and give me more information about what they need. And, I know that many of these connections will result in my being able to serve them on a bigger level.

My podcast is supposed to be a conversation, so when I hear from my listeners, I've succeeded in starting that conversation. Isn't that what you want from your podcast, too?

Once you set the right KPIs for your podcast, the next step is hitting them.

The key to hitting your KPI in your podcast is to have a strong call to action. A lot of podcasters leave this our or they inundate their listener with a million calls to action. Are you one of those podcasters. Here, hold out your hand so I can smack it! Stoppit!

In this episode, I cover how to set the right KPI for your show so that you can really assess when it's a success. Spoiler alert - it will likely be WAY before you hit 10,000 downloads!

Don't believe me? Let's talk about it. Book a free 15-minute coaching call and we'll get your podcast KPIs realigned for success.

You've heard me say it before. You have seconds, SECONDS, to grab the listener's attention. Don't squander it with a boring first question.

Picture it. A new listener has found your show. They made it through the show intro, the tease, the guest intro with the cautious anticipation that you might actually have something interesting for their earballs. But, they're still just one swipe and click from quitting you and trying someone else on for size.

The moment has arrived. Everything is hanging on your first question. Do you have what it takes to keep them interested? Have you got the sauce to make them want to stick around?

Here's a hint. If you ask, 'How did you get started?' or simply state, 'tell us about yourself' (which is not even a question!) then you're dead in the water. Your chances at an explosive first impression as an interviewer have been doused.

Don't worry. I'm here to help.

In this episode of Just the Tip, I don't just give you some gentle (not so gentle) coaxing to abandon the boring and get creative; I give you ways to do it.

And, I even demonstrate how interesting this can be. #parentsjustdontunderstand #mymomhasnocluewhatIdo

So, if you're looking to improve your interview skills (and you should be unless you're freaking Oprah, in which case, holy crap, hit me up Oprah!) then don't waste another second reading - hit play. In less than 5 minutes, you'll have a much better way to kick off your interviews and you'll find out what my mom thinks I do for a living.

When you have better questions, you have better conversations. That translates to a better podcast for your listener and for your guest (who is WAAAAY more likely to share something they thought was not the usual, ho-hum snore fest).

Want more help making your podcast unboring? Let's chat. Click here to access my calendar where you can book a free 15-minute coaching call.

You've been invited to be on someone else's podcast. Great. Now, don't screw this up!

It's no secret that being a guest on another podcast is a great way to expand your reach, grow your authority, and potentially give your own podcast numbers a boost. Most importantly, you're reaching ears who may be completely unfamiliar with your voice.

Hold the phone, podcaster. (For all of you youngens out there, holding the phone was something we used to do when we had physical phones attached to a landline and.. Oh forget it)

Not so fast, podcaster.

There are plenty of risks involved in being a guest on someone else's podcast, not the least of which is you sound like a total megalomaniac/jerk/dumdum and the audience swears they'll never waste their time listening to your show.

Opposite of the desired effect. So, how do you avoid it?

The truth is, there's a real art to being a great guest. That's why companies pay thousands of dollars to have their executives go through media training.

But, we don't have time for all of that in this podcast - after all, it's called just the tip.

I will share one key tip that, if you follow it, will significantly increase your chances of nailing your interview.

Here it is.

Be prepared.

No, that's not more lead up. That's the tip, "be prepared!"

Like a good boy-scout or girl-scout or genderless-scout, you have to be prepared for the interview. No. You. CANNOT. Wing it. Not if you want to actually have the interview benefit you and your podcast.

So, what does that mean? It means that you've done your homework. You know a little something about the podcast you're about to be on and the host who you'll be talking to. You have some notes in front of you and you know what it is that you'd like to share with their listeners (either a resource or a way for them to connect with you).

This level of preparedness is the bare minimum if you want your guest appearance to be a success.

There are many (many) more ways to ensure you knock it out of the park. So many, in fact, that I'm creating a program around it. It's not ready yet. I just put it in the oven. But if you want first crack at it, then click here to sign up for the waitlist.

But, in the meantime. Do take advantage of the awesome promotional powers of being a guest and don't screw it up by being unprepared.

Looking for the link to The Great Guest Game Plan? HERE IT IS

There are two sides to the guest coin. If you want to learn how to handle guests on your show, go back to these guest-focused podcasts:

How to Introduce Your Guest Properly

How to Get the Most Out of Your Guests

How to Warm Up Your Guest Before Recording

Should You Give Guests Your Questions

Demand a Takeaway

How to Save Your Podcast from Hijackers (aka Bad Guests)

How to Kill a Bad Podcast Interview

What is an Energy Mirror?

Extro Your Guest Like a Pro

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

Sign up for the wait list for the Great Guest Game Plan (coming soon).

I can geek out about gear with the best of them. What I can't do is stand by while podcasters go so far down the podcast equipment rabbit hole that they risk never emerging (or launching their podcast).

I see a ton of posts in podcast groups about which mic, which cables, which mixer, which editing equipment will lead to podcast-glory. I'm here to pull you out of the podcast equipment weeds. To grab you by your little cotton tail and rip you out of the hole.

Newsflash: Equipment is not the most important part of your podcast. And, it certainly isn't going to make or break you (as long as you have the bare minimum).

If you're spending all of your time worrying about your equipment then I hope you are either:

1. a) the host of a show about podcast equipment
2. b) a total hobby-podcast who does this just for the love of talking shop with other podcast geeks
3. c) a host with buckets of loyal listeners and sponsors

If that's you; carry on.

The rest of you - smarten up. All of this gear-obsessing is just a distraction from what you really should be obsessing over. Um, your show content and doing the work to make sure that people actually hear your show content.

I know, I know. The gear is the fun part. But, if you're podcasting to grow your business or you're hoping to make your podcast your business then you need to focus on the stuff that is actually going to move the needle.

Here's what matters. Your listeners. Your content. Your marketing.

Daaaamn, coach.

Here's the gear that will get you to where you need to go:

Mic: Audio Technica ATR2100

Host: Libsyn

Editing Software: Audacity

Go to my resource page listing all these with details and links!

If you're waiting to start your podcast because of equipment needs, if you're spending hours in Facebook groups talking about the latest gear (and you're not in the above mentioned categories of podcasters), if you'd rather blame your gear than do some serious marketing then this episode of Just the Tip is your kick in the pants. Plus, I give you a few marketing ideas to boot.

Now, don't let me catch you back in those podcast equipment weeds!

Ready to stop blaming the gear and focus on your content (and performance)? Want to start a podcast for your business the right way? Hit me up for a free 15-minute coaching call.

Or, check out my 30 Days to a Better Podcast Coaching Sessions or my Concept to Casting done-with-you podcast development program.

Be honest. Do you think about your listener every single show? You should! It'll make your podcast better and it'll be better for business.

If you're new here, let me clarify. I subscribe to the idea that podcasting should be listener-centric. Meaning - everything on and about the podcast is for the listener.

There are no exceptions. Well, unless you want to suck. In which case, my show is not for you.

If you are podcasting for business, this is especially true because when you serve your listener, you serve your business. I explain this little bit of logic in this episode but let's assume you're on board with being listener centric and you're ready to start serving your audience.

Here's how to be sure that each episode serves your listener.

1. Know who they are! If you haven't figured out who you're talking to, you can't possibly serve them. If you need help getting to know your listener, direct your earballs to this.
2. Educate and help them. You know the struggles they face - you chose them as an audience so you could solve their problems. So, solve them. Share the info you have. Give them ways to overcome their challenges. Arm them with amazing insights and ideas to keep them moving toward their goals. Give them a valuable takeaway every time they listen. Be their guide, their mentor, their friend.
3. Entertain them. If they wanted boring instructions they'd read a book. Serve your listener by being fun to listen to. Now, there are varying levels of 'entertaining' and I'm not suggesting you have to be Jim Carey in the Mask (yes, I'm that old). But take the time to put the information together in a presentable and entertaining way. Yes, that does mean you have to prep a little… and probably edit a little. Keep the show moving and don't waste their time.
4. Engage them. A lot of people are surprised that I include the CTA in my listener-centric approach. "Isn't the CTA about me?" No. The Call To Action is helping your listener take the next step beyond just listening. If you run a business where you actually help people or sell something that works and is of value, then helping someone get closer to that resource is helping them. And the best part is - it's helping you too.

If you're not serving your listener, you're serving yourself. Who wants to listen to that?

I really can't say this enough. If you've got a podcast that you are using as a way to grow your authority, build your 'know, like, and trust' factor, or introduce the value of your products, you HAVE to focus on your listeners needs first. Otherwise, it's just a commercial and we all know what people with commercials.

Skip.

If you found this 5 minutes useful, imagine what 15 minutes of my uninterrupted time answer your question about your podcast would be like. Bonanza! And, it's free! Double Bonanza. What are you waiting for? Click here to book your free 15-min. coaching session.