This is what happens if podcasters rely only on current listeners for feedback: “You are making fewer and fewer people happier and happier.” Reprising a favorite blog post, Tom Webster of Sounds Profitable underscores the importance of knowing the tastes of people who aren’t listening to your show.
“The message here is simple – pay attention to what your current audience is saying – but continue to find ways to solicit feedback from people who could be your audience, especially if your downloads have stopped growing or (heaven forbid) are declining.” This will keep you out of the ‘optimization trap.’
Webster uses a diner as an analogy. A pizza place opens across the street, and the diner’s varied menu continues to narrow in line with customers’ reported preferences. Things don’t end well for the diner. Read or listen all the way through, and you’ll see how echo chambers punish good intentions.
What would you do if 50 people were coming to see you speak live in a room? Most podcasters would ramble less than they typically do, says Amplifi Media CEO Steven Goldstein. Visualizing your audience, whether it’s 50 people or 5,000, makes the stakes clear – waste time, and some will walk out.
“When you see how big your following is and think about them right in front of you, it changes how you prep and present,” Goldstein says. “It forces you to be more relevant, more interesting, and more engaged.” He shows 250 people (a college lecture hall), 100,000 people (a university football stadium) and goes larger.
This isn’t to scare podcasters. Well, maybe a little. Visualizing an audience is about adrenaline and awareness. “It sets you up to be better and earn what matters most.” When Goldstein leads a panel at Podcast Movement, the thoughtful dialogue and lively pace are designed with you in mind. Give it a try.
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