Creating and Producing Your Own Podcast
The Pros and Cons
Welcome to the Why to Wow newsletter which is all about inspiring the hearts and minds of people worldwide with the Power of Differentiation. In this Why to Wow newsletter, I share my experiences over the last 40+ years helping leaders differentiate their brands and products. Our goal is to inspire over one million people worldwide with our message. Reach out if you have any comments or questions.
Before I begin Part Two of my series on podcasts, I want to thank our readers for their strong response to our first installment on becoming a podcast guest. Here are two valuable insights that our readers should keep in mind when pursuing podcast guesting opportunities. Pam Harper shared that she and her husband, Scott, routinely receive inquiries from PR firms representing a potential guest. Here’s Pam’s response: “We regularly turn down guest suggestions from firms that haven’t taken the time to research our podcast (Growth Igniters® Radio) and the type of guests we seek.” Emily Meyer of Honeywell Arts Academy added to the importance of podcasts in today’s entertainment world: “I loved your message. So many artists are looking for ways to reach a wider audience. Your insights hit home.”
So folks, the message is clear. Podcasting is a powerful tool to increase your audience, but do your homework first by actually listening to the podcast and determining whether you are a good fit. And, good news, you don’t need a PR firm; you can reach out to the host and share a sincere message. Now on with part two!
After appearing as a guest on more than 125 podcasts to promote my book, The Power of Differentiation, the next step in my journey was launching our firm’s own podcast, Difference Talks. As I researched podcast production, I uncovered a few key truths:
More than three million podcasts are out there, and around 34% of people in the U.S. listen to them weekly. An average of 27,000 new shows are launched every day. Yet, the hard truth is that 90% of all podcasts don’t make it past their third episode. So, most podcasters are not Joe Rogan. They’re regular folks who start out with a dream and give up on it after a short time.
Since most podcasts fail early, my team committed the resources and time to produce at least 25 shows a year—about one every two weeks. That meant inviting guests who could provide insights aligned with our goal of sharing the importance of brand differentiation and using it to inspire teams and capture market share.
As we researched podcasting, a dozen so-called consultants reached out, offering to help us produce the podcast and promising it would be fast, easy, and high quality. I was skeptical of them, as many tend to prey on well-intentioned amateurs who are excited to hear how easy it will be, only to discover it’s far more complicated and later decide to abandon the effort.
I also encountered a “secret” during this experience. Many hosts were podcasting primarily to network with their guests, using it as a new business tool by inviting ideal prospects to meet and potentially begin a business relationship. I decided to reject that as the primary motivator. It is a great way to meet people you admire, but for me, it wasn’t appropriate to use the podcast to pressure a guest to become a client. After over 40 interviews, I’m very comfortable with that approach.
Aside from the time investment, there is a cost involved in producing and distributing a podcast. You’ll need at least a decent microphone and a platform that will electronically distribute your episodes. Being a former music producer, I chose some great microphones (including a “classic” German mic I used when recording rock bands), good cameras, a mixing board, and a decent laptop. Our podcasts are of the highest production quality, but the good news for beginning podcasters is that plenty of hosts are using their PC cameras and microphones, and they’re producing decent shows.
Difference-maker #1: Podcasting may seem daunting, but it's not.
Once you set up the equipment and know how to distribute episodes with the touch of a button, you are off and running. The production and technical side of podcasting can be scary, but it’s the least critical aspect. More important is organizing yourself to identify your first dozen guests and the topics you’d like to cover. And of course, you must gather up the courage to give it a shot.
Difference-maker #2: Only consider launching your own podcast if you are committed to maintaining it.
There is no value in producing a number of shows that are then discontinued within a few weeks. I suggest you create a “bank” of episodes before you launch, so you can exhale as you add to the list. Our very first podcast will never be aired because we didn’t produce it well enough. But after that, 95% of them have been, or will be, aired.
Difference-maker #3: Production quality takes a backseat to content quality.
I know a podcaster who records his podcast in his car (outside a donut shop every day) using his iPhone. He claims that’s all he needs to do; his audience loves it. If the content and host are interesting, you are safe. You can always upgrade your equipment later.
Difference-maker #4: Leverage the podcast in every way possible.
Use excerpts to promote each episode on social media, in newsletters, and on your website. If you have an internal team helping produce it, celebrate them as well. Give them an opportunity to play an important role and be a spokesperson for the show. You’ve done the hard work; maximize it.
I urge anyone who is interested to produce their own podcast. Take advantage of the statistics and be the rare podcaster who continues for dozens, if not hundreds, of episodes. You don’t need to be great; you just need to continue the race to win. Podcasting is a highly trusted medium. You can reward friends and associates by inviting them to be your guests, and share your message with the world. It’s another way to differentiate your brand. How many of your competitors or customers have their own podcast?
As I mentioned in the last issue, please feel free to contact me if you’d like to discuss podcasting. I’m happy to share what I’ve learned.