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Blame Your Podcast's Audience For Slow Growth
Episode 169th August 2021 • Podcast Pontifications • Evo Terra
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Evo Terra:

Sustaining podcast growth week after week is really hard.

Evo Terra:

And while there are plenty of consultants, plans, or methods out there that promise

Evo Terra:

to fix it for you, the root cause may be something frustratingly simple.

Evo Terra:

Today's episode is brought to you by the advancing podcasting community

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at advancing podcasting dot X, Y, Z.

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Because why would I do anything normal?

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It's a special community just for listeners and readers of

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Podcast Pontifications and it's populated by like-minded working

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podcasters just like you who also want to make podcasting better.

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You're already listening to the show.

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So why not extend the conversation and your influence

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on the future of podcasting?

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Join us today at advancingpodcasting.xyz.

Evo Terra:

Hello, and welcome to another Podcast Pontifications with me, Evo Terra.

Evo Terra:

"Why isn't my show growing?"

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We hear it quite a lot, which translates to "Why has my show's

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audience growth hit a plateau?"

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And, "Can I fix it with some marketing?"

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Well, maybe you can.

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Maybe some marketing would help you.

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Who knows?

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Maybe more social media posts would be just the thing to give you

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another bump in your listenership.

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Or maybe just doing a better job of posting content on social

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media might bring audiences and additional audience to your show.

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Maybe what you need is a big-name guest.

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That's the secret.

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Or maybe you need a provocative topic, something that will

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attract more people to your show.

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Or maybe, you think, "I need to be a guest on more podcasts.

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Podcast listeners listen to other podcasts.

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Why not?

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That makes sense to me."

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Or maybe I'll buy some advertising.

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That's the thing.

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But I'm not going to waste any money.

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I'm smarter than that.

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I'm going to buy ads only on, like, podcast apps.

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Or maybe I'll buy ads on other podcasts with audiences similar to mine.

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And you know what, I hear that Spotify now let's podcasters spend

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relatively small amounts of money to advertise all over their app.

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Well, maybe that'll work for me.

Evo Terra:

Well, you know what, maybe some of those talk tactics are going to work for you.

Evo Terra:

Maybe all of them are going to work for you, but then again, they might not.

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Chances are, unfortunately, none of them are going to work for you.

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Either not at all, or maybe not as much as you had hoped for.

Evo Terra:

Because if it were easy to get growing your audience month after month,

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wouldn't you already be doing it?

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Really, if it were as simple as following a recipe, wouldn't

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every show keep seeing growth?

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But you and I know they don't.

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Just like yours might not.

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And, heck, as mine doesn't grow month over month.

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So what's really happening when a show has hit that plateau?

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Have you really reached peak audience with your 100 listeners that you have?

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Or your 1000 listeners that you have?

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Or maybe even your 100,000 listeners.

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Have you reached everyone you can?

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I mean, it's possible depending on how niche your show is.

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And you know me, I'm a fan of going super niche on shows, but chances

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are, there's a simple and rather singular reason that people - well,

Evo Terra:

that your show has stopped growing and the secret's there in the people.

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It's because people have stopped recommending your show to other people.

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That's it.

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That's the reason, right?

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If people were continuing to recommend your show to other people they

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encounter, your show would continue grow.

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We know that word of mouth is how discovery happens, and not

Evo Terra:

just in podcasting, but just about every other form of media.

Evo Terra:

And yes, of course, there are big, glitzy and terribly expensive media campaigns,

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which help launch television shows, music, new movies, and, of course, new podcasts.

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But we're not talking about launch.

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We're talking about sustained growth for an extent show.

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And if it's not growing, that means that your audience is no longer

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recommending your show to other people.

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The question becomes why aren't they recommending your show any longer?

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And I will agree to you or agree with you or concede the fact

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that that's a bigger question.

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It's something you'd have to pontificate on your own for a while,

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especially if there is something in the way there's something happening.

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That's not resonating enough with your audience.

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That's maybe on you to sit and think about that.

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Now, Tom Webster had an amazing presentation at

Evo Terra:

podcast movement 21 last week.

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It's not yet up.

Evo Terra:

The final version has not yet been made available, but I watched it,

Evo Terra:

loved it, and he gave three ways to increase what is known as the,

Evo Terra:

what he calls the recommend ability.

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I love that word of your podcast.

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I'm going to state them briefly here and then I'm going to go through each one of

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them in detail for the rest of this week.

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So, you know what you're getting yourself in for, for the remainder of this

Evo Terra:

week on podcast ponds, vacations now.

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Here they are.

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Number one, know what your listeners expect and then how

Evo Terra:

to deliver the unexpected.

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I'll talk about that tomorrow.

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Number two, make your show easy to recommend.

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There are unlikely things you were doing or getting in the way of that.

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I'll talk about that on Wednesday.

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And then number three, master your craft.

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That will be the topic of Thursday's episode.

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I will dig into each of these, starting with the knowing what

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your listeners expect tomorrow.

Evo Terra:

In the meantime, I have a weird request.

Evo Terra:

It's a little strange for me.

Evo Terra:

I'm researching sexy and sex positive podcasts for a new project.

Evo Terra:

And I'd love to add into my consideration.

Evo Terra:

Set my research, set any shows you might be passionate suited.

Evo Terra:

Did there any shows you might be passionate about to my list?

Evo Terra:

So if you listen to a sexy or a sex positive podcast, and you don't mind

Evo Terra:

sharing the fact that you've listened to those shows with me, please send an

Evo Terra:

email to evo@simpler.media with the name of the show, or you can DM me on Twitter.

Evo Terra:

I'm at Evo too.

Evo Terra:

And if you got any value out of today's show talking about blaming

Evo Terra:

your podcast audience for your Sluggo.

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Sort of, if you got value out of this conversation, please return

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some of that value by visiting.

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Buy me a coffee.com/evo Terra and buying me a virtual coffee or 12.

Evo Terra:

Sure.

Evo Terra:

I'll take 12 coffees.

Evo Terra:

That's fine.

Evo Terra:

All right.

Evo Terra:

That's it, everyone.

Evo Terra:

Tomorrow I will get more into the topic of knowing what your listeners expect.

Evo Terra:

So you can then give them things that they don't expect that's happening

Evo Terra:

because I shall be back tomorrow with yet another Podcast Pontifications.

Evo Terra:

Cheers!

Evo Terra:

Podcast Pontifications is written and narrated by Evo Terra.

Evo Terra:

He's on a mission to make podcasting better.

Evo Terra:

Links to everything mentioned in today's episode are in the notes

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section of your podcast listening app.

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A written-to-be-read article based on today's episode is available at

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podcastpontifications.com where you'll also find a video version and a corrected

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transcript, both created by Allie Press.

Evo Terra:

Podcast Pontifications is a production of Simpler Media.