20 Rules of Podcasting: How To Go From Zero Subscribers to Millions

Summary

This video script offers insightful advice for aspiring podcasters, highlighting the competitive nature of the industry with 5 million podcasts vying for listenership. It emphasizes the importance of starting a podcast for the right reasons—passion and message, not just money. The speaker shares 20 key points, including the significance of authenticity, preparation, consistency, and leveraging AI tools. The script also touches on the challenges of interviewing, the art of asking probing questions, and the necessity of adapting based on audience feedback and data analysis. Finally, it underscores the importance of staying humble and committed to growth, regardless of success.

Takeaways

• 🚀 Starting a podcast should be driven by passion and a desire to share a message, not solely by the pursuit of wealth.
• 💰 The podcast market is highly competitive, with a small percentage of top podcasts garnering the majority of listenership.
• 🔢 There are over 5 million podcasts globally, with 150 million episodes and around half a billion listeners, making it challenging to stand out.
• 📈 The popularity of podcasting peaked during the COVID-19 pandemic and has since seen a decline as the novelty wore off for some.
• 🎙️ Successful podcasting requires authenticity, preparation, and the ability to engage with diverse topics deeply.
• 🎁 The importance of 'unreasonable hospitality' is highlighted, suggesting that treating guests exceptionally well can lead to memorable interviews.
• 🤝 Building relationships with guests by offering value in exchange for their time can lead to high-quality interviews and content.
• 📊 Analyzing podcast data is crucial for understanding audience behavior and making informed decisions about content.
• 🗣️ Effective communication, especially when discussing controversial topics, involves using speculative language to encourage audience research and thought.
• 📅 Consistency is key in podcasting; successful podcasts maintain a regular release schedule to build and retain an audience.
• 🌟 Staying humble and authentic, even with growing fame, is essential to maintaining audience connection and support.

Q & A

Why did the trend of wanting to be an entrepreneur shift to wanting to be a podcaster?

The script suggests that the shift is due to the allure of success stories like Joe Rogan's, where he earned hundreds of millions of dollars, which has led to a perception that podcasting is a path to wealth and success.

How many podcasts are there worldwide, and how many total episodes have been produced?

According to the script, there are 5 million podcasts worldwide and 150 million total episodes have been produced.

What percentage of podcast listenership is concentrated in the top 10 podcasts?

The script states that 35% of all podcast listenership goes to the top 10 podcasts.

What is the primary rule of podcasting according to the speaker?

The primary rule of podcasting, as mentioned in the script, is to never start a podcast just to make money. One should only start a podcast if they feel they have a message and enjoy the process, as money should come much later.

What are the top 5 podcast topics according to Pew research as mentioned in the script?

The top 5 podcast topics based on the script are crime (24%), politics and government (10%), entertainment/pop culture/arts (9%), self-help and relationship (8%), and sports (6%).

What was the peak of podcasting in terms of active podcasts, and what happened afterward?

The script indicates that podcasting peaked during COVID-19 with almost 800,000 active podcasts, but afterward, the number dropped back down to around 450,000.

What is the recommended approach for starting a podcast in terms of topics?

The script suggests starting a podcast on a topic that you know a lot about and are passionate about, which allows you to go deep into that subject matter.

What is the importance of being authentic in podcasting according to the speaker?

Authenticity in podcasting is crucial as it helps in building trust and connection with the audience. The speaker emphasizes that one should be themselves and not try to imitate others.

Why is it recommended to start with local or smaller-scale guests when beginning a podcast?

The script suggests starting with local or smaller-scale guests because it's a practical way to build experience and content without the pressure of securing high-profile guests, which can be challenging when starting.

What is the significance of 'unreasonable hospitality' in podcasting as mentioned by the speaker?

Unreasonable hospitality refers to the practice of treating guests exceptionally well, often with unique and thoughtful gifts, to make them feel valued and to create a memorable experience that they will appreciate and remember.

Why is it important for podcasters to travel to their guests, especially when they are starting out?

The script highlights that going to guests is important because when you're starting out, people are not going to come to you. It's a way to show commitment and to secure interviews that might not be possible otherwise.

What is the role of AI in podcasting, and why should podcasters use it?

AI can assist podcasters in various aspects such as creating content, generating questions, editing thumbnails, and more. The speaker advises using AI tools because the competition is likely using them, and not leveraging these tools could put a podcaster at a disadvantage.

What are some of the communication strategies podcasters should use to avoid controversy or cancellation?

The script suggests using words like 'allegedly', 'possibly', and phrases like 'let me speculate', 'I don't know', and 'do your own research' to communicate controversial topics without making definitive or inflammatory statements.

Why is preparation important for podcasters, and what are some ways to support it?

Preparation is important to ensure a unique angle and depth in the podcast. The speaker recommends using research services from platforms like Fiverr or leveraging AI tools for research to support preparation.

What is the advice regarding investment in podcasting equipment and resources at the beginning?

The speaker advises against spending a lot of money on equipment and resources at the beginning. Instead, start with basic stuff and invest more as the podcast grows and after having produced a significant number of episodes.

Why should podcasters read the comments, and how should they approach them?

Reading comments can provide valuable feedback and insights into what the audience likes and dislikes. Podcasters should be able to distinguish between trolls and reasonable feedback, learning from the latter to improve their content.

What is the importance of consistency in podcast publishing, and how should podcasters approach it?

Consistency is key to building and maintaining an audience. The speaker suggests starting with a manageable schedule, such as one episode per week, and sticking to it without overwhelming oneself.

What should be the approach when choosing a co-host for a podcast?

When choosing a co-host, it's important to ensure they have differing opinions that can lead to debates and discussions, which can be more engaging for the audience than simply agreeing with each other.

Why is it important for podcasters to analyze their data, and what can it reveal?

Data analysis can reveal audience behavior, such as when they drop off, what parts of the podcast are most engaging, and how long they stay. This information can help podcasters make adjustments to improve their content.

What is a CTA, and why is it important to have one for each podcast episode?

A CTA, or Call to Action, is a prompt for the audience to perform a specific action, like giving a thumbs up, subscribing, or commenting. Having a CTA can help increase engagement and guide the audience towards desired actions.

What is the 'higher law' mentioned by the speaker, and why is it important for successful podcasters?

The 'higher law' refers to the importance of staying humble and grounded even after achieving success. It's important because maintaining authenticity and humility can help podcasters continue to grow and avoid alienating their audience.