Date: 27/11/20
My notes from various “Getting Started with Podcasting” trainings
Here is everything I am learning about starting out as a Podcast host. These notes & top tips are synthesised from training with the following top Podcasters and are focused on using Podcasting for interview/storytelling:
How to Build a Profitable Podcast with Lewes Howes
Power your Podcast with Storytelling with Alex Blumberg
Create, Grow & Monetise your Podcast with John Lee Dumas
If you like what I share please give-back by listening to, subscribing, reviewing and sharing my podcast, “Humanity Meets”.
Podcast strategy
Strategy building questions for visioning & designing your successful Podcast. Podcasts are a hugely expanding market, with more than 700,000 podcasts available through a variety of different platforms. Given how saturated this space is, the big question is: What can you do to make your podcast stand out?
“Often, people fall at the first hurdle by not having clear vision for their podcast” Louise Kattenhorn, BBC Producer
What’s your Podcast name?
Make your Podcast title stand out against all others in the listed category
How would you describe your Podcast?
Tell your listeners what they are going to get (don’t make it a biography). Use this space to talk about previous guests etc (See Podcast description templates below)
What’s your vision for your Podcast?
Example: To become a popular/top listed Podcast for changemakers and social impact entrepreneurs. Written about in the media as an award-winning Podcast. Shared by listeners. Attracting great guests; people my listeners and I can learn from
What do I want listeners to get from listening and what do I want them to do next?
Example: To feel empowered and to book on my free webinar for further learning
What’s your prefered Podcast format?
Example:
1. Self-host or Co-host
2. Interview v’s solo or both
3. Length
Where will your listeners listen to the podcast? This should inform your length decision. Not all podcasts need to be the same length. 10–12 minutes is a nice bite-size
4. Frequency (daily, weekly, monthly or other) 5. Audio v’s video
How many people do you want to reach?
Example: To reach 5,000 people by the end of 2020 Average 200–300 downloads per episode
How will your Podcast stand out as being different and more exciting?
Example: I will offer a Q&A format. I will ask my guest to share something they’ve never told anyone. I will use ice-breakers with my guests
Research your customers. Ask them to have calls with you to tell you what they think is new and exciting for them
Consider batching your episodes in Seasons
Why not record your first episode (000) as an “About Me” episode
How long are you committed to doing your Podcast for?
Example: At least 100 episodes 93% of podcasts don’t go past episode 7. The first 8 weeks are crucial for new and noteworthy
How much money do you want to make each year from your Podcast?
Example: £10,000 — £20,000 per year minimum
What does your recording schedule look like?
Example: One day per month. Record four interviews in one day
What’s your launch plan?
John Lee Dumas Top Tip: Launch with 3 shows John Lee Dumas — A Step by Step Guide for Launching your Podcast
What categories will you feature under? What keywords will you use to be found?
Keyword research tool: https://kwfinder.com/. You can also do Keyword and competitor research inside iTunes
Set-up & software
Lewes Howes Gear Guide & Resource List
John Lee Dumas — A Step by Step Guide for Launching your Podcast
I use Samson Sagomic Go Mic Clip On USB Microphone for travel purposes
Lewes Howes Podcast Process:
The process/checklist Lewes Howes uses for his Podcast. Copied directly from Lewes Howe’s process worksheet. See process worksheets here:
Guest research
Background & interesting points from before they were well known
Achievements
What they are known for?
What are they doing currently?
Social media presence/what they are promoting?
Guest questions
Think about what your guest wants to promote and talk about
What do you want to learn from them?
What do you have in common?
What is most interesting about their story?
Guest interview
Make sure the audio quality is as good as possible. Test the quality before diving into the interview
Ask if there is anything off-limits not to be discussed
Set time expectation
Authentic, vulnerable connection over scripted Q&A
Let the conversation go where it naturally flows
Thanking your guest
Prep your guest to share with their audience
Give them an expectation for when the Podcast will go live
Ask your guest if they know anyone who would want to come on your show/be a good fit
Editing & sharing
Edit out coughs, pauses, repetition, tangents, etc
Create show notes with quotes, interesting points, and links
Mix in bumper music, intro, and outro with sponsor ads
Post episode
Promote Podcast
Schedule social media posts on every platform announcing the episode is live. Share interesting teaser lines or clips
Notify your guest that the episode is live. Send the link and pictures (say thank you again)
Identify which other platforms would be interested in the episode and reach out to offer to write a post about it for them
Guest research, pre-interview & crafting a story narrative
These top tips are based on Interview/storytelling as a preferred Podcast format
“There are key three ingredients to a good Podcast: a strong issue or topic, a solid format and great hosts to bring the discussion to life” Jason Phipps Commissioning Editor for Podcasts at the BBC
Find someone with direct experience (e.g. not an expert but someone with direct experience/relationship with the story you want to tell)
“Don’t find the person who wrote the book on the thing but find the person who did the thing” Alex Blumberg, My American Life
Pre-interview your guest to seek out the story that most wants to be told
Use the notes from the pre-interviews to determine a storytelling pitch as a way to guide the guest interview
“I am telling a story about X and it’s interesting because of Y”
Example 1: “I am doing a story about homelessness and it’s interesting because it turns out that the hardest parts of being homeless are things you’ve never thought of”
Example 2: I am doing a story about the dinner party question, “Would you rather have the power of flight or visibility and what you would do if you had that power?” What’s interesting about this story is that nobody ever says they would use that power to fight crime
Lewes Howes “Invite guests to your show” email template here
Guest interview
*These top tips are based on an interview Podcast format
Always ask your guest if there’s anything out of bounds which he/she would prefer not to talk about. Ask for permission, “Do I have permission to ask anything / go anywhere I need to in order to make this the best interview possible?”
Ask lots of new questions (questions your guest may not have been asked before), create a safe space, make sure your guest feels heard. Don’t be overbearing. If you make your guest feel great about themselves they will want to share their interview with others
Model the type of storytelling/input you want from your guest to set the energy/storytelling standard
You want your guest to be thinking and talking about their feelings
Successful audio storytelling should paint a vivid picture in the minds of the listener
Example: “Can you remember where you were when you came to this realisation? What was different?” What makes a good/terrible story? Keep your listeners engaged in the story/interview:
Top tips for great storytelling from Alex Blumberg of My American Life
All successful storytelling needs a point of realisation, a conclusion, a punchline or a moment of reflection.
Something has to change in the story to move it forward — Every 45seconds to a minute something new has to happen in the story (emotion, turn, energy etc)
Tell the story in detail, arranged in order
Tell the guest story on behalf of the guest and use the live interview to ask further questions (This is why pre-interview is important)
Use clear & simple language, limit the use of jargon. Simplify and clarify for the listener's benefit (e.g. “In other words…”)
The interviewer should Indicate where the story is headed and comment on where the story has been
Audio is the most honest medium. It’s a prime medium for emotional honesty and connection. It’s important to bring this emotion through in your interviewing
Remember to be in touch with your own confusion and your own boredom to steer the interview for a better listener experience
Deliver information in an entertaining way. Don’t be afraid to laugh or joke
Give a reason for the listeners to keep listening
Story problems
The story is too familiar
The punchline isn’t good enough or don’t get to the punchline fast enough. Also if the punchline is not enough of a revelation
Tell the stories out of order
Putting the punchline first
What do you want your listeners to do next?
Ideas to create interaction with your listeners. Sell customers on subscribing, writing a review etc:
Raffles
Contests
Meetups
Live events
Sign up for text message updates
Show Notes & Sharing Online
Use Amazon Affiliates to promote your guest's products, products your guest mentions or sponsor products
Put your Podcast audio player at the top of your show notes
Create snackable content for quick & easy share (teasers and similar)
Monetising your Podcast
Sponsorship Two ways of getting paid by sponsors. Further info: www.eofire.com/podcast-sponsorship/ and at John Lee Dumas — A Step by Step Guide for Launching your Podcast
Pay per click (per acquisition)
Per number of downloads
*Sponsors want to see at least 5k downloads per month
Where to find sponsors
Look at competitors or aligned Podcasts and look to their sponsors
Advertise on Midroll for sponsorship
Why not create a Podcast to sell your own products. You become your own sponsor
Podcast Monetisation Case Study
John Lee Dumas from EO Fire talking about how he monetised his Podcast in the first three years of launching. This list is in order of the lowest to the highest level of income (In year 1–2 this used to be in reverse)
1. Mentoring
One to one coaching 2. Membership Mastermind 3. Affiliates 4. Sponsorships
Sold pre and mid-roll packages (60-second spot at the beginning and in the middle) sold together. He also sold an outro package (30-second outro) $3.5 - $4k per episode from each sponsorship.
Industry Standards for Podcast Sponsorships
Information accurate as of 2015 (date of training course)
15-second Pre-Roll = $18 per 1000 CPM’s (listens)
60-second Mid-Roll = $25 per 1000 CPM’s (listens)
5. Products
Sold Podcasters Paradise (2,600 people registered - $3.3million in revenue) Only talk about two things max that aren’t related to the podcast
Podcast Description — Examples
Examples from other aligned Podcasts in my category of Changemaker & Impact Entrepreneur. It’s a good idea to take 20 descriptions from Podcasts in your category and place on the same page to use as a reference guide when writing your own description.
—
“The changemakers podcast presented by CityCurrent shares personal stories and insights from those who are giving back and making a difference so we can learn and do the same. We cover life lessons, business advice, passion & purpose. Share the ways you’re making a difference using #changemakers”
—
“A weekly podcast hosted by Charlie Whyman featuring interviews with innovators, disruptors, change-makers and curious thinkers wanting to make an impact in the world and help others The goal of this podcast is for you to take away at least one thing that inspires you to lead change in business, be it improvements in process and leadership, the motivation to get started, or ideas on people you can collaborate and work with to support you”
—
“Welcome to Changemakers, a Mastercard story lab series about employees who have become a force for good in local communities. Join hosts Anthony Venutolo and Vicki Hyman in discovering who they are and how they are making a difference in the lives of people around the world”
—
“Changemakers feature individuals who seek to benefit Hong Kong. In six episodes, Queenie Man speaks to different inspirational guests on their journey of making a difference. Perhaps they can influence you too… The show airs every Saturday morning”
—
“Young Changemakers — We share the stories of fearless young people working to create lasting change in their communities. We interview young changemakers from across the world about their motivations, ambitions and lessons learned along the way. We’ll show you the incredible impact of youth and that you too can make a difference”
—
“We The Changemakers — Join Ani as she explores what little (and sometimes big) things each of us can do to change the world into a brighter, more beautiful place. Follow on Instagram. Email your stories”
—
“Impact Hustlers — Impact Hustlers features entrepreneurs and changemakers solving the world’s biggest problems and creating massive social impact. Hosted by Maiko Schaffrath this podcast shares the stories of those who connect impact with profit and business and solutions that solve problems such as climate change and poverty”
“Learn how entrepreneurship can be the solution to the world’s biggest environmental and social problems”
—
“Social Entrepreneur — Social Entrepreneur exists at the intersection of profit and purpose. We tell positive stories from underrepresented voices, focused on solutions”
—
“The Tony Robbins — Impact Podcast — This podcast is a series of interviews and personal stories of transformation from events and programs of Tony Robbins”
—
“Ways to change the world — Channel4 News — How can you change the world? Join Krishnan Guru-Murthy and his guest of the week as they explore the big ideas influencing how we think, act and live”
