DiscoverThe Showrunner[114] Is Your Podcast Positioning on Point?
[114] Is Your Podcast Positioning on Point?

[114] Is Your Podcast Positioning on Point?

Update: 2018-05-15
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In this episode, we continue our series on reassessing your podcast -- focusing on your podcast's positioning.

What is the positioning for a podcast? Why does it matter? And what steps should you take in reassessing your podcast's positioning to make sure it's on point? We answer all of those questions and more.

We also walk you through how we reassessed, and revised, our positioning for The Showrunner.
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[141] 5 Simple Steps to Creating a Lead Magnet Your Audience Will Love
We talk a lot about the importance of building your email list and nourishing your subscribers — but what do you do when you are struggling to get anyone to join your email list in the first place?You need to examine (or reexamine) your lead magnet. And in this week’s episode of The Showrunner, we describe a simple 5-step process for creating a lead magnet that will lead to consistent conversions.Among the topics we discuss:• How to define the problem your lead magnet will solve (and why being able to complete this step is foundational for your ability reach your audience).• Why you need to provide ONE specific solution.• How to choose the best format for your lead magnet, with a handful of different types you should consider.• How to approach creating the content itself.• What steps you should take to make it look snazzy.And we use an example lead magnet Jonny created for Hack the Entrepreneur to walk through each of the steps. Click here to download it: https://www.dropbox.com/s/waztnafl5huz06u/10%20FILL%20IN%20THE%20BLANK%20HEADLINES.pdf?dl=Check out our sponsor Hover for your domain hosting needs. Go to Hover.com/Showrunner and get started today with 10% off your first purchase.If you find this episode useful, you should also check out these recent episodes: • [130] 23+ Ways to Earn Profit From Your Podcast• [132] 22 Tips to Help You Avoid Costly Mistakes With Your Email List• [137] How to Market a Podcast: 7 Ways to Get More Listeners
[140] Podcast Listener Life Cycles (Why You Need to Let Go of Your Audience)
As we mentioned near the end of last week's episode, this week we're talking about listener life cycles -- because not all listeners are created equally, and without a proper understanding of your podcast’s listener life cycles you will find yourself fighting an unwinnable fight to keep every new listener who comes your way.We publish remarkable podcasts on a consistent basis and new listeners discover our shows each and every day. So why do new listeners not stick around? Is it something we did or didn’t do, or is it something deeper than this?Today we are going to expand upon a private conversation we had. We found them ourselves dissecting the growth of our podcasts -- and more importantly, the life cycles of our podcast listeners.A fair bit of warning: this discussion is not as tight and buttoned-up as some of our other discussions. We meander a bit, and even struggle to explain things at times. But it really comes around at the end, and the calls to action we suggest are extremely useful (and potentially fruitful) thought processes that you should go through to get to know your audience better, so you can serve people more appropriately at whatever part of the listener life cycle they are in.Among the topics we discuss:• Why all listeners have unique jumping in and out points• Three types of podcast listeners: passers-by, advocates, and fans• How to help listeners cross over to the next life cycle
[139] 8 Ideas to Help You Develop Rabid, Loyal Audience Members (Maybe Even Your Own #ChatMob)
There are audience members — the kinds of people who auto-download your show, listen consistently, and even share an episode every once in a while.And then there are AUDIENCE MEMBERS — the kinds of rabid, loyal folks who show up for your live broadcasts, participate in live chats, support your show with donations, offer to help out, reach out to you when they are visiting your area to ask you to coffee, and just generally go the extra mile (maybe even many extra miles) to show you how much they love your work and the community you’re building.In this week’s episode, we’re going to talk about how you go from having the first kind of audience members to the SECOND KIND. Because when you develop a small but tight-knight group of the second kind, you really take your audience, and your show, to the next level.Jerod leads this episode, sharing lessons he’s learned from his experience with The Assembly Call. And Jonny rides shotgun providing the essential context so you know how to apply these ideas to your show even if it’s a totally different type of show than Jerod’s.Among the ideas we discuss:• What Jerod learned from his recent experience with the #ChatMob on The Assembly Call that inspired this episode.• The essential purpose of offering consistency and quality over time.• The power of a great domain name! (Hover sponsor section.)• Why you should take every opportunity to create one-on-one connections.• Why you should find ways to recognize audience members during your show.• The compounding power of hosting a consistent live event with an open live chat.• What it means to “go the extra mile” for your most intense fans.• How you can give your audience the opportunity invest in your growth (and why it’s so powerful).• Why you should consider empowering your audience members within the universe of your show.• How to organize ways for the conversation to go on with you (and why you should).Check out our sponsor Hover for your domain hosting needs. Go to Hover.com/Showrunner and get started today with 10% off your first purchase.• [128] How to Build an Audience That Transcends Your Content: The 3 C’s Approach• [64] No. 064 Listener Life Cycles: A Podcaster’s GuideConnect with us:• Join the Showrunner community with a free 30-day trial: http://community.showrunner.fm
[133] How to Improve Your Podcast Description To Bring In More New Listeners
[133] How to Improve Your Podcast Description (and Gain More New Listeners)Your podcast’s description can have a big impact on your ability to attract new listeners.By including relevant search keywords in your description, it can help you surface in more relevant searches, thus exposing you to additional potential audience members. And by choosing your words strategically, you can answer a few key questions that any potential audience member has when trying to decide whether to give your show a chance or not.This week, we provide actionable tips and advice that help you improve your podcast description … and gain more new listeners in the process.Among the topics we discuss:• The objectives that you need to have for your podcast description• The different elements of your show that your podcast description should clarify for your audience• Why Molly Beck’s 3-sentence framework is a great starting place for improvising your podcast description• The two biggest questions your podcast description needs to answer• Why you shouldn’t overlook the importance of selling yourself in your podcast descriptionHere are the two articles we reference in this episode:• The Template You Need To Write Your Podcast Show Description by Molly Beck (https://www.forbes.com/sites/mollyfordbeck/2018/08/09/the-template-you-need-to-write-your-podcast-show-description/#3b12def35064)• How to Write a Better Podcast Description That Attracts New Listeners by The Podcast Dude (https://seanwes.com/podcastdude/066-how-to-write-a-better-podcast-description-that-attracts-new-listeners/)Check out our sponsor Hover for your domain hosting needs. Go to Hover.com/Showrunner and get started today with 10% off your first purchase.If you find this episode useful, you should also check out these recent episodes:• [129] Are You Forgetting These Essential Elements of Your Podcast Category Page?• [128] How to Build an Audience That Transcends Your Content: The 3 C’s Approach• [124] How to Name Your Podcast for Maximum Listener AttractionConnect with us:• Website: Showrunner.fm• Join the community: http://community.showrunner.fm/
[131] Common Podcast Listener Pet Peeves to Avoid At All Costs
This week we have have a little fun by ranting about our podcasting pet peeves.We also share some notable pet peeves that were posted by members of the Showrunner Podcasting Community.And while it’s fun to rant, there is a larger purpose in doing this. If we understand what triggers podcast listeners to have a negative reaction, we can make sure we avoid those elements in our shows.Here is the rundown:• (2:12) Showrunner Spotlight: 90 Seconds with Harry Duran from Podcast Junkies and FullCast• (7:40) How Hover (this week’s sponsor) makes it super simple to complete a domain forward … and other reasons to check them out. Do so at hover.com/showrunner• (10:22) Main Topic Introduction: How understanding common listener pet peeves can help you craft a better showAnd in this week’s main topic, we cover the following:• We deliver our personal podcasting pet peeves• We run through the common pet peeves cited in the Showrunner community — which centered around two particular areas: audio quality and respecting the time of your audience• Steps you can take to analyze your show with an ear toward improving audio quality and getting to the point quicker• The biggest mistakes interviewers make that annoy listeners• The two different types of inside jokes that can be included in your show — and why one is to be avoided, but the other can actually help you build a stronger connectionAnd much more. We discuss a bunch of pet peeves — but more importantly, we provide you with some actionable advice for how to avoid them in your own shows.Check out our sponsor Hover for your domain hosting needs. Go to Hover.com/Showrunner and get started today with 10% off your first purchase.If you find this episode useful, you should also check out these recent episodes:• [123] 3 Pieces of ‘Low-Hanging Fruit’ That Will Help You Attract More Listeners• [115] How to Improve Your Podcast Audio Production (with Toby Lyles)• [112] 3 Tips for Crafting Thoughtful Interview QuestionsConnect with us:• Website: Showrunner.fm• Join the community: http://community.showrunner.fm/
[130] 23+ Ways to Earn Profit From Your Podcast
This week, we talk about how you can earn a profit from your podcast.Some of the methods we discuss are about how to earn money from your podcast. Other methods that we discuss have nothing to do with money at all. But they all fall under the umbrella of podcast profitability — and we explain how.Your challenge as you listen is to identify at least one method you aren’t currently using and figure out how you can incorporate it into your podcast profitability mix.Among the topics we discuss:• How we define “profitability” for podcasting• The differences between direct, indirect, and intrinsic (better described as intangible?) profitability• 6 ways to earn direct profit from your podcast — including sponsorships, listener support, and … charging GUESTS? (WHAT!?)• 11 ways to earn indirect profit from your podcast — including lead generation, networking, and building an audience to sell them stuff• 6 ways to earn intrinsic profit from your podcast — including perks, fellowship, and ego gratificationAnd so much more.We also answer some questions from live viewers:• How much of the pre-selling of a sponsorship should be done on your website? Or do you make your customized pitch to their face?• How do you get social media followers to actually become listeners?• What is the lag time between regularly publishing your podcast and monetizing it?We really jam a lot into this episode. But the most important thing is that you consider the challenge we lay out at the beginning, take it to heart, and follow through on it.Have you checked out our new podcasting community? We are building the most supportive and helpful podcasting community on the web, and we’d love to have you join us: http://community.showrunner.fmIf you find this episode useful, you should also check out these recent episodes:• [128] How to Build an Audience That Transcends Your Content: The 3 C’s Approach• [094] Sponsorships or Affiliate Marketing: Which Is Better for Your Podcast?• [075] Why Podcast Advertising Works (and How to Get Started), with Glenn RubensteinConnect with us:• Website: Showrunner.fm• Join the community: http://community.showrunner.fm/
[129] Are You Forgetting These Essential Elements of Your Podcast Category Page?
This week we discuss a topic that is easy to overlook: your podcast category (aka archive) page on your website.But we aren’t overlooking it. Not only is it the topic of this week’s Accountability Challenge in the Showrunner Podcasting Community, but we also recently updated our podcast archive page too.What purpose does this page serve? What essential elements should it include? We’ll walk you through the basics that every one of these pages should have.Among the topics we discuss:• Why the data suggests you shouldn’t overlook the importance of your podcast category page• The three questions people come to your podcast category page with — which your on-page content needs to answer• A handful of elements that are must-haves for any podcast category page• A few additional ideas for helpful, but non-mandatory, elementsWe also shine the Showrunner Spotlight on a sextet of members of the Showrunner Podcasting Community. These folks have been the most active members over the first few weeks of the community, and we wouldn’t have achieved the early growth and enthusiasm that we have without them.Check out our sponsor Hover for your domain hosting needs. Go to Hover.com/Showrunner and get started today with 10% off your first purchase.If you find this episode useful, you should also check out these recent episodes:• [128] How to Build an Audience That Transcends Your Content: The 3 C’s Approach• [123] 3 Pieces of ‘Low-Hanging Fruit’ That Will Help You Attract More Listeners• [117] What Are You Avoiding That You Know You Should Be Doing?Connect with us:• Website: Showrunner.fm• Join the community: http://community.showrunner.fm/
[128] How to Build an Audience That Transcends Your Content: The 3 C’s Approach
This week we talk about how you can move beyond just connecting with your listeners through your content.We lay out the step-by-step process you have to go through to actually to build a community that transcends your content, and the benefits that you, as the showrunner, reap when you do.Among the topics we discuss:• Why you can’t skip steps in this process.• The foundational power of the one-to-one connection between host and listener, and how to both provide and seek opportunities to connect.• The difference between congregation and community, and some ideas for providing opportunities for congregation.• What “community” really means when it comes to a podcast audience, and how you can facilitate its growth and development.• The benefits you receive as a showrunner for investing in the long-term process of developing connection, congregation, and community.We also shine the Showrunner Spotlight on Chris Stanley, the founder of IA Path (http://iapath.com/) and the host of the Independent Adjuster podcast.Have you checked out our new podcasting community? We are building the most supportive and helpful podcasting community on the web, and we’d love to have you join us. http://community.showrunner.fmf you find this episode useful, you should also check out these recent episodes:• [126] Behind the Scenes of Our Recent Community Launch• [113] Why You Should Podcast• [84] The Value of Meeting Your Audience in PersonConnect with us:• Website: Showrunner.fm• Join the community: http://community.showrunner.fm/
[127] A 7-Step Plan for Changing the World With Your Best Ideas
This week we are going to walk you through a simple process that will help you … change the world. Seriously.Because the only way to change the world is through ideas, but it will never happen with subpar, under-developed ideas, or without knowing how to give your ideas a real opportunity to spread.While we certainly don’t know all the secrets to how ideas spread, but we do understand how to help you give your best ideas a chance. And we’re going to talk about it this week.Among the topics we discuss:• How to capture your ideas, and then filter out the ones worth pursuing further• The benefits of exposing your ideas and then observing the feedback• The importance of expanding where you publish• The consequential difference between repurposing and republishing• Why you need to systematize your process for repurposing and explore new channels for publishingWe also shine the Showrunner Spotlight on Kathrin Bussman, who is a member of The Showrunner Podcasting Course and the host of The Worldly Marketer Podcast, which supports her business Verbaccino.Check out our sponsor Hover for your domain hosting needs. Go to Hover.com/Showrunner and get started today with 10% off your first purchase.If you find this episode useful, you should also check out these recent episodes:• [126] Behind the Scenes of Our Recent Community Launch• [103] What Should I Do with My Archive?• [097] Are You Doing Enough with Your Best Ideas?And here is the name of the Copyblogger article referenced in the episode: Quality Over Quantity: Repurpose Your Best Ideas and Distribute Them Far and Wide. (https://www.copyblogger.com/repurpose-distribute/)Connect with us:• Website: Showrunner.fm• Join the community: http://showrunner.fm/community
[125] A 4-Part Framework for Getting Your Positioning Right
This week we are going to talk about a new framework that will help you think about how you are positioning your podcast.And if it feels like we’ve been hitting this topic of positioning a lot in recent weeks … good! It should.The deeper and deeper we delve into one-on-one conversations and consulting with you and your fellow showrunners, the more we are realizing that positioning is one of the areas proving most challenging to identify and define, but also the most rewarding when pinpointed correctly.So we are going to try to get you one step closer this week.Here is the overview of the framework, which go in-depth discussion in this episode:• WHO are you talking to?• WHAT do they aspire to learn/do/become?• WHY do they want this?• HOW do they get there?Seeing it in bullets like that may make it all seem pretty obvious. But the magic is in the intersection between the bullet points, and that’s what we try to tease out in this episode.We also learn about Jonny’s daily push-up regimen, something interesting he learned this week, and we shine the Showrunner Spotlight on Andy Wang. Andy is the host of Inspired Money, and he also gave a great talk at Podcast Movement this week. Watch it here: https://www.youtube.com/watch?v=i3z9PhB1eQwCheck out our sponsor Hover for your domain hosting needs. Go to Hover.com/Showrunner and get started today with 10% off your first purchase.If you find this episode useful, you should also check out these past episodes:• [005] What Does It Mean to Be a Showrunner?• [107] Is Podcasting a Good Way to Reach My Target Audience?• [114] Is Your Podcast Positioning on Point?Connect with us:• Connect with Jerod on Twitter: @JerodMorris• Connect with Jonny on Twitter: @JonNastor• Website: Showrunner.fm
[124] How to Name Your Podcast for Maximum Listener Attraction
This week we are going to talk about naming your show.Specifically, we are going to go over three key concepts that you should consider when coming up with the name for your new show — or, if you have a show that isn’t getting the traction that you want, then for renaming an existing show.And even if you are settled on your name, so you’re thinking maybe you should just skip this episode, you shouldn’t. The concepts we’re going to discuss today are applicable to many elements of your show besides just your name.Among the topics we discuss:• Why you definitely should not emulate the name of the #1-ranked show in Apple Podcasts• Why context is everything• The importance of understanding your usefulness proposition and working it into your show’s name• The importance of also understanding your primary differentiator, and working that into your name too• Why you shouldn’t get too cute trying to be different and memorable, at the expense of actually showing up for terms people search forAnd much more.We also shine our Showrunner Spotlight on Robbie Samuels (http://www.robbiesamuels.com/), find out why Jerod was extra excited about this broadcast, and learn what Jonny’s last meal on earth would be.Have you checked out our new course on podcasting positioning? It’s currently priced under $100, so it’s a low-cost investment that can make a major difference on whether your show launches and fizzles … or launches, connects with an audience, and delivers big-time results.If you find this episode useful, you should also check out these three recent episodes:• [123] 3 Pieces of ‘Low-Hanging Fruit’ That Will Help You Attract More Listeners• [118] What Are Your Unfair Advantages?• [114] Is Your Podcast Positioning on Point?Connect with us:• Connect with Jerod on Twitter: @JerodMorris• Connect with Jonny on Twitter: @JonNastor• Website: Showrunner.fm
[123] 3 Pieces of 'Low-Hanging Fruit' That Will Help You Attract More Listeners
This week we discuss some elements of your podcast that are easy to overlook or take for granted but that can make a huge impact on your ability to get discovered — which is the first step toward driving meaningful results.We call these elements “low-hanging fruit” because they are simple changes that can really make a difference, and we shouldn’t overlook them in our haste to seek more advanced strategies for our shows.This low-hanging fruit includes:• The importance of manicuring the search engine results when people google your name or brand name• Making sure your website is delivering an easy, intuitive experience for people trying to listen to and subscribe to your podcast• Maximizing the impact of your podcast meta data and Apple Podcasts display pageIn addition, we shine the Showrunner spotlight on Chris Connor. You can listen to his shows Life Sciences Marketing and Flip Turns. We highly recommend this episode with Sonia Thompson: https://flip-turns.com/podcast/swimming-started-sonia-thompson-path-rediscovery/Also, if you’re interested in learning more about the new course Jonny launched, Roadmap to Freedom, click here: http://roadmaptofreedom.co/Check out our sponsor Hover for your domain hosting needs. Go to Hover.com/Showrunner and get started today with 10% off your first purchase.If you find this episode useful, you should also check out these recent episodes:• [101] Showrunner 101: Back to Basics• [72] How to Create a MVP (Minimum Viable Podcast)• [66] 5 Steps for Conducting a Useful Podcast Archive Audit (in 30 Minutes or Less)Connect with us:• Connect with Jerod on Twitter: @JerodMorris• Connect with Jonny on Twitter: @JonNastor• Website: Showrunner.fm
[120] 3 Steps for Creating Your Inner Character
When that green or red light is on, and words are being recorded, you are performing for your audience.Which can be tricky, because when we use a word like “performing,” it can suggest that we are putting on a front, or that we are somehow being fake. This isn’t the case — at least, it’s not the case if the foundation of your show is an authentic connection with your topic and your audience.The performance is about channeling all of your energy and attention into delivering useful content to your audience. For those five or fifteen or fifty minutes that you’re recording, it’s about stripping everything else away and being 100% focused and consumed with being present for your audience. Just like an actor does in front of a camera. Just like a musician does on a stage.So yes — you can be authentic and still be delivering a performance for your audience. In fact, delivering a focused performance is the only way to truly be authentic for your audience.And thinking about showrunning as a performance can have another benefit as well. If we have a character who we become for each show that we host — a character based on an authentic part of ourselves — this can also help us bring the kind of consistent focus and energy that we need to sustain our ability to provide consistent usefulness over time.Which brings us to this week’s topic: how do you create your inner character as a showrunner?It’s a 3-step process:• Arranging the ELEMENTS of your inner character — the backstory, the character flaws, and the polarity• Choosing the IDENTITY you are going to assume for that particular performance — whether it be The Leader, The Adventurer, or The Reporter• Following the STORYLINE that best fits the subject matter you’re discussing and identity you’re assuming — from Loss and Redemption to Us versus Them, and many othersWe break that entire process down in depth.Then make sure you stick around after the outro, as we’ve included some bonus material from the live broadcast. You’ll hear us discuss:• The pros and cons of using scripts for certain elements of the show• Jonny’s idea for what he wants to try moving forward• Answers to Bob’s questions about how we record backups and whether we batch record episodes.Check out our sponsor Hover for your domain hosting needs. Go to Hover.com/Showrunner and get started today with 10% off your first purchase.If you find this episode useful, you should also check out these related episodes:• [114] Is Your Podcast Positioning on Point?• [102] How to Immediately Become a More Productive (and Better) Podcaster• [88] Podcasting Lessons From a PsychotherapistConnect with us:• Connect with Jerod on Twitter: @JerodMorris• Connect with Jonny on Twitter: @JonNastor• Website: Showrunner.fmJonny’s random introduction question was generated at ConversationStarters.com.
[119] 3 Ways This Showrunner is Getting His Podcast Right
[119] 3 Ways This Showrunner is Getting His Podcast RightThis week, we share three important tips that we took away from listening to a show hosted by one of your fellow showrunners.These are tips that will help you create a better audio experience for your listeners, and they will help you better define your positioning in the minds of your listeners — which is something you can’t just do once, but that needs to be an ongoing part of your message.The episode we are referencing is When Money Isn’t Real by Jarmar Dupas of Get Your Money Right.Among the topics we discuss:• How Jarmar uses the introduction to this episode to welcome and orient listeners to what makes his show different — which is essential for the making your positioning clear• How he uses framing and strong, strategic word choice to prime the audience to have a positive experience• How he takes an idea typically reserved for blogging — curation — and applies it to podcasting in a way that expounds upon his own authority, and also furthers it.If you find this episode useful, you should also check out these two recent episodes in our series on reassessing your podcast, plus another we did on podcast production:• [118] What Are Your Unfair Advantages?• [114] Is Your Podcast Positioning on Point?• [76] Is Your Intro Silently Killing Your Show?Connect with us:• Connect with Jerod on Twitter: @JerodMorris• Connect with Jonny on Twitter: @JonNastor• Website: Showrunner.fm
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[114] Is Your Podcast Positioning on Point?

[114] Is Your Podcast Positioning on Point?

Jerod Morris & Jon Nastor