The Showrunner

Whoa. We're back! Jerod Morris and Jonny Nastor and reunite to talk podcasting ... for the first time in almost 18 months! We are actually killing two birds with one stone: a Lunch & Learn for folks in the Unemployable Initiative (a community that Jerod runs) and a new episode for this long-dormant Showrunner feed. Learn more about the community: http://unenployable.com/community We cover: • Takeaways from the annual Infinite Dial survey on the podcasting industry. • Why our four pillars of successful are still just as important now as when we developed them; in fact, they are probably more important. • What authenticity in podcasting actually means. • Why it's not just about connection anymore, but about developing something on top of that. • Umm ... what is a "podcast" anymore? • What impact with Spotify and other streaming services have on listening habits and the way we should think about our podcasts. • A few technological advancements worth considering. • A massive podcasting opportunity that not a lot of people are considering. We also answer several questions from the live folks: • How do you promote a new podcast and drive attention to it? • What should you consider if you have a thick accent? • Are short-form podcasts a good option for hyperlocal websites? And more. It was a jam-packed conversation. And you know what? It was just really fun. The Showrunner podcast worked because Jonny and Jerod have a lot of respect for each other, good chemistry, and different viewpoints. I think all of that was still there 18 months later. :-)

With the holiday season now in full swing, it's time to ask yourself a very important question: should you take a holiday break from your show? Here is answer: yes, we are. This will be our last episode of The Showrunner until January 9th, 2019. But before we go, we describe some important reasons why you should consider taking a break too, and offer up a few steps for how to execute a holiday break the right way so that you get the most out of the experience.

This week, we react to two articles that caught our eye — each of which deals with a topic we’ve discussed recently here on The Showrunner. First, we discuss this article from Nieman Lab (http://www.niemanlab.org/2018/11/consumers-love-smart-speakers-they-dont-love-news-briefings-on-smart-speakers-at-least-not-yet/): Consumers love smart speakers. They don’t love news on smart speakers. (At least not yet.) You may recall in episode we discussed a handful of reasons why short-form podcasts are a major growth opportunity. This article lends further credence to that idea … though we both urge caution before you think about just jumping right into producing one. Then, we discuss this article from Ahrefs (https://ahrefs.com/blog/podcast-advertising/): Podcast Advertising: $51,975 Spent. Here’s What We Learned. In episode 138 we discussed tips for striking a win-win-win deal with a new sponsor. This article provides a unique view of the sponsorship process from the perspective of the sponsor.

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

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

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 Guide Connect with us: • Join the Showrunner community with a free 30-day trial: http://community.showrunner.fm

Sponsorships are one of the most common and potentially reliable ways to monetize a podcast. But especially for podcasters with smaller audiences -- those who don't have access to the bigger networks of corporate podcast advertisers -- getting conversations going with potential sponsors isn't easy, and knowing how to propose terms and set up deals isn't always clear. We hope to shed some light on that with this episode, in the wake of Jerod signing up a new sponsor for The Assembly Call. He learned a few things from the experience, and you know Jonny always has plenty of advice to provide when it comes to sponsorships. Among the topics we discuss: • The unique story of how Jerod's latest sponsorship deal came out. • An underrated source for potential sponsors. • The importance of having "ad spots" in your show even before you sell your first ad. • The three parties that any sponsorship deal always has to be a win-win-win for. • What to use as a starting point for terms and negotiations. • The benefits of a sponsorship/affiliate blend. • The importance of not being an asshole. • Why you need to be organized and take the lead. • What data to present to potential sponsors and how to respond to their requests. And much more.

If you’re struggling to build the audience you want, it may be time to shift some of the time you’re investing into your podcast’s content over to the marketing — because no matter how great your content is, you’ll never build an audience if the right people aren’t being exposed to your show. In this episode, we provide you with seven proven tactics (plus three bonuses!) that will help you get more listeners. Among the topics we discuss: • The reality that most podcasters aren’t investing enough time in marketing their shows. • Why you should never make value judgments about the quality of your content based on download numbers. • The first place you should always start when it comes to finding new listeners: target people who already listen to podcasts! • A few set-it-and-forget-it strategies that will pay off in the long run. • Plus a few other strategies that will require a significant time investment, and that don’t scale, but that can deliver huge benefits over time. 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.

Emerging distribution channels like Amazon Alexa's Flash Briefing, plus the ever-expanding proliferation of "normal" longer-form podcasts, are creating an interesting opportunity for podcasters. Is it time to consider publishing shorter, more regular episodes? There are several examples of this working in a variety of different markets. And Jerod has done his own experiment resulting in some pretty surprising (at least to him) results. Among the topics we discuss: • Some of the success Jerod has experienced over the last two months with his "Banner Morning" experiment. • 7 reasons why there is an emerging opportunity for short-form podcasts ... when they are done well. • A few caveats about the obvious difficulty in doing such podcasts well. • 9 practical tips to help you get started on the right if you decide to try a short-form podcast yourself.

The people we admire who seem to launch new books, youtube channels, and podcasts endlessly — they aren’t braver, smarter or stronger than you. They have just gained control over their thoughts and feelings towards their fears. They have learned how to use their inner voice to overcome fears and move forward. Let’s learn how to create fearlessly — which will in turn enable you to become the showrunner you want to be. 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.

This week talk about launching your show — specifically, launching when you don’t have an established audience already. What are some of the most important steps that you should take — and not take — during the first few weeks after your episodes go live, so that you can generate excitement, get some listeners and subscribers, and build positive momentum for the future? Among the topics we discuss: • Why having the right mindset, and realistic expectations, is so important. • How to approach your launch like … a tropical vacation? (Yes.) • The importance of having a home base for your show. • What to consider when submitting your shows to the many different podcast directories. • Why you need to “transfer enthusiasm” rather than just tell people about your new show. • The value of thinking small. • Why you need to maximize every marketing drop out of every episode (and one way in particular that you can’t forget about). • The power of getting offline when promoting your new podcast. And more.

[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 description Here 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 Attraction Connect with us: • Website: Showrunner.fm • Join the community: http://community.showrunner.fm/

Whether you’ve been building an email list for a while, or still haven’t even collected that first email address, there is something for you in this episode. Among the topics we discuss: • 6 reasons why you should build an email list to complement your podcast • 8 different ways you can use email to deliver valuable content to your audience • 3 questions to ask yourself to determine which type of email content you should produce. • 5 rules of thumb to follow when setting up your email list (or reassessing it)

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 show And 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 connection And 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 Questions Connect with us: • Website: Showrunner.fm • Join the community: http://community.showrunner.fm/

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 gratification And 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.fm 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 • [094] Sponsorships or Affiliate Marketing: Which Is Better for Your Podcast? • [075] Why Podcast Advertising Works (and How to Get Started), with Glenn Rubenstein Connect with us: • Website: Showrunner.fm • Join the community: http://community.showrunner.fm/

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, elements We 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/

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.fm f 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 Person Connect with us: • Website: Showrunner.fm • Join the community: http://community.showrunner.fm/

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 publishing We 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

This week we are going to talk about something very exciting that has been going on over the past six days: the relaunch of the Showrunner Podcasting Community. We’re less than a week in, and the community already has more than 150 members. • Where are we hosting it? • Why did we make that choice? • What are our goals with the community? • And how have things taken off so rapidly? We’ll discuss in this episode — in hopes that you can apply some of what we have learned to your own community-building endeavors. Oh, and we’ll let you know how you can join for free during this short beta launch window. (It’s easy, just go here: http://showrunner.fm/community) We also highlight this week’s Showrunner Spotlight on Sally Fox, the host of Vital Presence. So settle in, turn the volume up, and come along on this week’s path toward becoming a better showrunner. Connect with us: • Website: Showrunner.fm • Join the community: http://showrunner.fm/community

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=i3z9PhB1eQw 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 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