Early on in a profession in actual property, I used to be launched to one in all Gary Keller’s mantras.
“Anyone can do it, however not everybody will do it.”
Now, at the time, he was speaking about actual property, however this recommendation applies to something price doing.
In this case, it applies to why everybody ought to begin a podcast in 2021.
Ought implies can. Let’s get this out of the manner. Everyone can begin a podcast. We’ve been over the gear you want. You’ve learn our roundups of microphones, podcast internet hosting companies, podcast recording tools, the way to analysis the subjects, and many others.
We’ve bought an final information of the way to begin a podcast. The instruments are in your equipment.
You’ve bought the nuts and bolts coated. If the reply to the query, can I begin a podcast is a resounding sure, then the subsequent query is ought I begin a podcast in 2021? And once more… emphatically, sure.
We’re All Salesman
I hope I’m not the one to interrupt this to you, however you’re in gross sales. Everyone is. Dan Pink demonstrates how “being in gross sales” has modified dramatically over the previous 20 years.
It was that salesman wore a plaid jacket, had slicked-again hair, and thought gold chains had been the epitome of professionalism. In brief, they wore a uniform and you may keep away from them as such. And they left a unhealthy style in your mouth.
In the wake of pandemic induced layoffs, you’re both promoting your self to your subsequent gig or constructing your facet-hustle.
Even “conventional” corporations are eschewing a formal gross sales employees in favor of getting the firm as a complete undertake the gross sales position.
We need to shift our mindset round what it means to be in gross sales. Podcasts are an incredible gross sales medium for the plaid jacket hating crowd. The return on funding is unbeatable.
Podcasts are a gross sales platform that doesn’t really feel like gross sales.
People Buy Why, Not What.
Simon Sinek. A reputation that has grow to be synonymous with articulating the mindset shift round gross sales.
In his seminal TED Talk, Sinek breaks down the psychology underpinning individuals’s shopping for habits. He factors out that folks don’t truly purchase what you’re promoting. To borrow from Dan Pink’s lexicon, individuals attune to why it’s that you just’re promoting in the first place.
What made the slick used automobile salesman profitable was his capacity to layer on no matter “details” he noticed match to persuade you that his lemon was your lemonade. The web, barring a few main aberrations, has made that enterprise mannequin nigh unimaginable.
Enter podcasts. Their lengthy-kind supply permits the podcaster to crystalize their genuine “why” over time. Not solely are podcasts useful speaking the podcaster’s imaginative and prescient, however they’re additionally, by their very construction, belief-constructing autos.
Podcasts construct belief.
The lengthy-kind format helps to ascertain belief. If for no different cause, the easy act of sticking round for a lengthy time frame means your listener invested. It’s arduous to stroll away from an funding… particularly a unhealthy funding.
They’re inclined to get on board along with your program.
This is why gross sales letters are so lengthy in copywriting. They are taking part in on the incontrovertible fact that if the reader, even by accident, invested the time to learn the letter, they’re extra prone to settle for the conclusion. It’s the sunk-price bias.
Now, understanding that you should use that bias to get your foot in the door, you’ve nonetheless bought to shut the sale. It must also go with out saying that these instruments will not be for use for evil.
The Market is Remains Wide Open
Podfading is actual. The market might have cracked a million podcasts, however that doesn’t imply there are a million lively exhibits.
Estimates are as much as 75% of podcasts are not in “lively-manufacturing.” That’s a well mannered manner of claiming they’ve stopped creating content material. The greatest you’ve bought there are re-runs.
The typical knowledge that podcasting is a saturated market and there’s no level beginning, appears defective. While there’s a lot of residual worth in archives and re-runs, listeners are hungry for content material that doesn’t have a recognized shelf-life.
The Market is Hungry
Consumption of content material is simply manner up. Worldwide, the common shopper of media spent virtually 8 hours a day engaged with some type of media. 8 hours a day… on daily basis.
Your viewers is listening and looking out. Create a podcast. Give them one thing to search out. But how do you get your podcast to chop above the noise?
Promotion is Still Collaborative
We’ve talked about the nature of the podcast listener market signifies that the creator market panorama isn’t a zero-sum sport. There’s nonetheless extra worth being created by working collectively than there’s in the “each man for himself” mannequin.
Just as a result of somebody is already protecting what you wish to cowl doesn’t imply there isn’t room sufficient in the viewers for each.
Promoting your podcast doesn’t really feel so cutthroat as a outcome. You don’t must step on somebody’s present to develop your individual present.
You Aren’t Really All That Committed
One of the greatest causes individuals sit out the podcast sport on the sidelines is that they’re afraid to commit. Afraid to decide to the mistaken branding, message, format, and many others.
Well, there’s actually no want to hold that worry. You can rebrand till your coronary heart’s content material and you discover market traction.
Every time I do a roundup or assessment I’ve to be sure that the host hasn’t rebranded their podcast with out my data. It’s not often a clear break and it’s extra a model evolution. Podcasting continues to be younger sufficient to be intellectually malleable.
And if it feels such as you’ve gone too far down a path? Just let the podcast sundown and begin a new.
2020 Was Weird
There’s going to come back someday in the future, and it seemingly gained’t be the close to time period, when everybody’s going to take a deep breath, go searching, and say out loud “What the hell was all that?”
We’re going to must course of that power.
If 2020 taught us something it’s that you just don’t need to be excellent to have affect and worth. Conventional knowledge took go away of its senses in 2020. Conventional knowledge determined to go on an in a single day bender and it’s not totally clear she’s coming again.
Do you could have it discovered? As a lot as anybody else does. Which is to say by no means. Your voice is as legitimate as the subsequent. And for those who’re considerate and sincere about not understanding, there’s worth in the uncertainty.
A podcast is the excellent medium to specific vulnerability. Let your viewers in and develop with you.
Again, as our buddy Simon factors out, it’s not a lot about what you’re promoting. It’s why you’re promoting it. Just preserve that prime of thoughts and your present will choose up momentum.
So get on the market. Get on the market imperfectly and add your considerate voice to the refrain. Posterity calls for it. And, alongside the manner, you’ll discover your tribe and make extra gross sales. So, actually, you inform me, why shouldn’t you begin a podcast in 2021?
Have you began one? Need a visitor? Let me know in the feedback.