Let’s be honest – you’re already drowning in marketing advice. Start a blog! Build an email list! Write a book! But here’s what nobody’s telling you: people don’t have time to read your content anymore. But they do have time to listen. Let’s talk about why podcasting might be the smartest business move you make this year.
The Attention Economy
People’s attention spans are shrinking. We all know it. We feel it in ourselves. But here’s the thing – it’s not that people don’t want to learn anymore. They just don’t have hours to dedicate to reading blogs or browsing websites.
That’s where podcasting becomes your secret weapon.
People are downloading podcasts for their commute, their gym session, their dog walk. They’re turning dead time into learning time. And studies are showing they retain information just as well from listening as they do from reading.
You could be in their ears right now.
The Comfort Factor Nobody Talks About
When you hang out with someone regularly, you start picking up on their quirks, their unique sense of humor, the way they see the world and you get comfortable with them.
The same thing happens with podcasting.
When someone listens to you weekly (or daily if you’re ambitious), they’re not just consuming content. They’re building a relationship with you, picking up on those little things that make you, well, you. Your unique angles, your way of thinking, your personality.
Before they know it, you’ve become a trusted voice in your industry.
The Carpet Cleaner Who Changed Everything
Let me paint you a picture that might sound crazy at first.
You clean carpets for a living. Not the most romantic business, right? But you start a podcast about carpets – the different kinds, the styles, what they’re made of, how the right carpet can transform a cold space into something warm and inviting.
Now one of your listeners needs new carpet. Who do you think pops into their head first?
Exactly! You.
Top of Mind Wins Every Time
You know why you see the same ads everywhere? That company on billboards, TV, and your Instagram feed? They’re not hoping you need their service right now. They’re playing the long game. They want to be the first name you think of when you do need that service or item.
That’s called being “top of mind.” And it’s marketing gold.
But here’s where podcasting beats traditional advertising into the ground…
The Value Difference That Changes Everything
Those ads bombarding you everywhere…they’re not giving you anything except interruption. The service might be valuable, but the ad itself isn’t…it’s just noise.
Podcasting flips the script completely. You’re not interrupting people’s day – you’re enhancing it. You’re not just staying top of mind – you’re actively improving their lives with beneficial, actionable advice they can use right now.
Real-World Examples
The Carpet Expert: Teach people how to spot fake Persian rugs from real ones. Share insider tips on getting deals. Explain what to look for and what to avoid. You’re not selling – you’re helping. And when they need carpet? Guess who they’re calling.
The Business Consultant: Mentor your business community through your podcast. Share real strategies, real mistakes, real solutions. Become the go-to expert so when they need consulting, you’re not just an option – you’re THE option.
The Fitness Specialist: Compare different exercise bike models, explain what makes each one suitable for different lifestyles. Help people make informed decisions. When they’re ready to buy, you’ve already proven you know your stuff.
See the pattern?
Time to get strategic. Grab a coffee and answer these questions:
Define Your End Goal
– Do you want people to subscribe to a service?
– Hire you for consulting?
– Buy your products?
– Book your services?
Get crystal clear on this. Everything else flows from here.
Know Your Target Listener
Think beyond demographics. Dig into:
– What keeps them up at night?
– What mistakes are they about to make?
– What do they need to know but don’t know to ask?
– What problems can you solve before they even know they have them?
Identify Your Unique Value
– What specific talents and skills do you bring tot he table?
– What years of experience can you share?
– What mistakes have you made that they can avoid?
– What insider knowledge would save them time, money, or headaches?
The Power Move Most Businesses Miss
Many businesses are still cold-calling, mass-emailing, and hoping their SEO blog posts get read. Meanwhile, you could be:
– In your ideal customer’s ears every week
– Building genuine relationships at scale
– Establishing yourself as the industry authority
– Creating content that works while you sleep
– Turning your expertise into trust
Not because you’re selling harder. Because you’re serving better.
The Bottom Line
Podcasting isn’t just another marketing channel….it’s a relationship builder, an authority establisher, and a trust generator all rolled into one. While everyone else is fighting for three seconds of attention on social media, you’re getting 30 minutes of undivided attention from your ideal customers.
They’re choosing to spend time with you. They’re inviting you into their daily routine, learning to trust your voice, your expertise, and your business.
Your Next Move
Stop thinking about whether you should start a podcast. Start thinking about what your first ten episodes will teach your ideal customers. Because somewhere out there, someone needs exactly what you know.
They’re searching for answers you already have. They’re making mistakes you could help them avoid. They’re looking for someone to trust..
Why shouldn’t that someone be you?
Ready to Fast Track Your Podcast?
If you’re ready to build authority through podcasting but don’t want to figure out all the technical stuff alone, we should talk. We’ve been helping businesses launch and grow podcasts since 2013.
We handle the complex parts. You handle the conversations. Together, we’ll build something that actually grows your business.
Check out my YouTube Channel where I go in depth on how to build, grow, and sustain a brand through media.
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*Want to explore if podcasting is right for your business? Let’s have a real conversation about your goals. Just an honest conversation about whether podcasting makes sense for you.
