Begging your listeners to tell others about your
Evo Terra:podcast will only get you so far.
Evo Terra:Getting more people to do it starts by understanding what people love about
Evo Terra:your podcast and why they keep listening.
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Evo Terra:Because why would I do anything normal?
Evo Terra:It's a special community just for listeners and readers of
Evo Terra:Podcast Pontifications and it's populated by like-minded working
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Evo Terra:Hello, and welcome to another Podcast Pontifications with me, Evo Terra.
Evo Terra:Think about the things you recommend to people - like TV shows.
Evo Terra:I'll go first.
Evo Terra:Mine is Ted Lasso.
Evo Terra:I recommend that to everybody all the time.
Evo Terra:How about books?
Evo Terra:I highly recommend The Three-Body Problem by Liu Chixin.
Evo Terra:I'll put a link to that in the show notes.
Evo Terra:And for podcasts, I'll go with My Dad Wrote a Porno.
Evo Terra:I recommend that quite a lot to people.
Evo Terra:Now, of course, these aren't the only properties I'm aware of.
Evo Terra:I watch a fair amount of television programming, and I subscribe to,
Evo Terra:I think, every streaming service.
Evo Terra:I read almost every single day, or at least in the evenings.
Evo Terra:And yeah, I listen to a whole lot of podcasts.
Evo Terra:Now, also, I only watch/read/listen to things that I find genuinely interesting.
Evo Terra:However, if I'm being honest, it's only a few that I'll proselytize for.
Evo Terra:Only a very few have hit that "recommendability" level that Tom
Evo Terra:Webster spoke of at Podcast Movement '21 last week, and forms the basis of this
Evo Terra:week's Podcast Pontifications episodes.
Evo Terra:Here's what Tom said on his final-ish slide about recommendability.
Evo Terra:There was a bullet point, and the first one was to increase the recommendability
Evo Terra:of your show, you must know who you are for and why they are there because you
Evo Terra:can't give your listeners the unexpected, if you don't know what they expect.
Evo Terra:There's a lot to unpack there, and that's what we're going to
Evo Terra:unpack today on the episode.
Evo Terra:So let's just take it in stages.
Evo Terra:"Know who you are for."
Evo Terra:Not who you are, and not who your audience is in two separate groups.
Evo Terra:These two things go together.
Evo Terra:It's the Venn diagram of the overlapping between who you are and
Evo Terra:what your audience is there for.
Evo Terra:Now, there's a very good chance you listen to Podcast
Evo Terra:Pontifications because of, well, me.
Evo Terra:But that in and of itself is not enough, and here's proof.
Evo Terra:There is a very good chance that you have never listened to a single episode of The
Evo Terra:Bangkok Podcast, which I was the co-host of for seventy episodes a few years back.
Evo Terra:Even though Bangkok is one of the top destinations in the world, you
Evo Terra:probably didn't listen to that show.
Evo Terra:It's also unlikely that you've listened to the audiobook as podcast that I
Evo Terra:wrote and produced a decade ago on the topic of writing awesome book blurbs.
Evo Terra:It's good.
Evo Terra:People need to know this, but you probably haven't listened to it.
Evo Terra:Look, I know you know who I am, and now you know those exist, but
Evo Terra:neither of them are likely for you.
Evo Terra:You know they're out there, but they're not for you, so that's
Evo Terra:why you don't listen to them.
Evo Terra:And that's okay.
Evo Terra:Let's break down the next part, which is "why they are there."
Evo Terra:So yes, people are there for you.
Evo Terra:Your listeners are there for you, but as I just established, that's not enough.
Evo Terra:It's not enough.
Evo Terra:And yes, of course, they are there for your content, the content you
Evo Terra:make, and you put blood, sweat, and tears into all the time.
Evo Terra:You're here because you enjoy the fact that I'm talking about things that only
Evo Terra:are interesting to podcasters like you.
Evo Terra:But honestly, I don't know your motivations much beyond that.
Evo Terra:What I do know, I actually just infer.
Evo Terra:I infer from looking at consumption data on the episodes themselves, like
Evo Terra:at Apple Podcasts and Spotify and Google Podcasts provide that for us.
Evo Terra:And yes, I actually do look at those reports.
Evo Terra:And frankly, not as much as I should, obviously.
Evo Terra:So maybe, speaking to that, maybe a breakdown at some point of how to read
Evo Terra:those and what you can infer from them might be a good thing to talk about.
Evo Terra:I'll stick a pin in that and come back to it later.
Evo Terra:I also infer a lot of information about why people are here because
Evo Terra:I'm looking at information from the Advancing Podcasting community.
Evo Terra:Sometimes some people will give me direct feedback on Twitter.
Evo Terra:I can look at the shows of the people who support me on BuyMeACoffee.com/EvoTerra
Evo Terra:and make some inferences.
Evo Terra:But honestly, I need more than that.
Evo Terra:You need more than that if that's all you know as well.
Evo Terra:Going back to Tom Webster who inspired these sessions I'm doing today.
Evo Terra:Now, Tom knows how to understand what consumers want.
Evo Terra:It's his profession.
Evo Terra:But it's not my profession.
Evo Terra:And it probably isn't your profession.
Evo Terra:So Tom has gifted us, the podcasting community, a way to learn more about what
Evo Terra:it is and why our audience is there, less about them, more about why they're there.
Evo Terra:He's gifted us that in the form of a survey that we can easily
Evo Terra:implement and ask our listeners.
Evo Terra:Again, it goes well beyond demographics, gets down to the motivation
Evo Terra:of why your listeners listen.
Evo Terra:I have a link to that survey in the episode details/notes, and I'm
Evo Terra:going to implement it on my own.
Evo Terra:I don't know that I'll get it done today, but I will try.
Evo Terra:I will let you know as soon as you can go, give me lots of information about you.
Evo Terra:But let's move on to the long bit at the end, when it says, "You can't
Evo Terra:give your listeners the unexpected, if you don't know what they expect."
Evo Terra:I'm already running short on time, so I've decided to shove
Evo Terra:all that into one big chunk.
Evo Terra:To me, this is summed up in a theme I've learned across the thirty-some-odd
Evo Terra:years I've been in business, and that is surprise and delight your customer.
Evo Terra:Not surprise or delight.
Evo Terra:Surprise and delight.
Evo Terra:Not all surprises are good.
Evo Terra:In fact, some surprises are downright bad.
Evo Terra:If we're lucky, when we surprise someone they're tolerated, but
Evo Terra:it's very hard to make a surprise that really delights the customers.
Evo Terra:And it's really hard just to delight the customer when you're
Evo Terra:not surprising them on occasion.
Evo Terra:That's why you're at this plateau with your podcast growth.
Evo Terra:You've reached consistency.
Evo Terra:Good for you, your audience loves what you do, and they're going to stick around.
Evo Terra:That will retain your audience.
Evo Terra:But very few people in your audience are going to be
Evo Terra:excited because of consistency.
Evo Terra:And it's an even smaller set that think consistency is something worth sharing.
Evo Terra:So putting that whole thing together once again - let me just read Tom's words.
Evo Terra:I'm getting it mixed up.
Evo Terra:"Know who you are for and why they are there.
Evo Terra:You can't give your listeners the unexpected, if you don't
Evo Terra:know what they expect."
Evo Terra:That's what you're going for.
Evo Terra:Now tomorrow, we're going to get to the second part of his recommendedability
Evo Terra:suggestions, and that was ensuring your show is easy to recommend.
Evo Terra:Chances are, there are some improvements you can make on making
Evo Terra:your show more recommendable.
Evo Terra:We're going to dig into those tomorrow.
Evo Terra:If you got value out of what I'm talking about so far on this episode, and
Evo Terra:everything else that I do for you here on Podcast Pontifications four days a
Evo Terra:week, please return some of that value by going to BuyMeACoffee.com/evoterra.
Evo Terra: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
Evo Terra:section of your podcast listening app.
Evo Terra:A written-to-be-read article based on today's episode is available at
Evo Terra:podcastpontifications.com where you'll also find a video version and a corrected
Evo Terra:transcript, both created by Allie Press.
Evo Terra:Podcast Pontifications is a production of Simpler Media.