Lucy and Desi understood the three key elements
for creating and producing an enduring and powerful TV program: power, positioning and profitability.
The power of podcasting also hinges on these three
critical components and, when produced correctly,
can give speakers a more powerful presence, position them uniquely in the marketplace, and generate
Power: Keep It Real!
PODCASTING: WHO’S LISTENING?
3 49% female, 51% male.
3 All ages. More listeners are
55+ than in the 18-24 age
3 Well-educated. Twice as many
podcast users have advanced
degrees as others.
3 Well-to-do. Podcast users are
twice as likely to have incomes
over $100K and nearly twice
as likely to have incomes
between $75K and $100K.
3 Wired and spending more
than 50% more time online.
3 More likely than others to own
an HDTV and use a TiVo or
other digital video recorder.
Source: Edison Media Research,
3Great and original content. Content is king! The
richer your content, the more successful your podcast
program will be.
3Outstanding production values. With all the
podcasts available, there’s an increasing demand for
quality. Keep in mind that your listeners aren’t comparing your podcast to the average program, but to
the very best.
3Unique and compelling format. Your podcast format should focus on your expertise and appeal to
your niche audience. Formats can range from a one-person show to a guest-oriented program to a magazine format. The more innovative, the better.
3Ideal length. Think in terms of when and where
your audience is listening. If people are listening in
their cars while commuting to work, then a podcast
ranging from 20 to 30 minutes would make sense. If time is
a factor, then a shorter program would be more appropriate.
Length also may be influenced by whether you’ve elected to
produce a monthly, weekly, or even a daily program.
Now that leads to the three basic options for podcast
3Do everything yourself. Only attempt this if you don’t
have TCD and you have the right tools to produce your
podcast. Due to the complexity involved, please refer to the
Valuable Resources section of this article for technological
knowledge and tools required.
3Create the basic recording. Then, get a professional
recording studio to add other enhancements. Professionally
produced intros, outros, music, transitions and sound effects
will greatly improve your podcast. Also, use quality equipment when creating your basic recording, including close-proximity microphones.
3Use a professional studio. I selected a professional studio
to handle all aspects of production for launching my wife’s
podcast. It was important for us to have the highest production values possible, particularly because we used a magazine-type format to add variety to each podcast.
There’s no right or wrong answer as to what option to
use. Just focus on what you do best and outsource the rest.
You want a podcast that’s powerful in its presentation and
well received in the marketplace.
3 More than twice as likely to
own an iPod or other portable
3 More than twice as likely to
own video gaming systems.
3 Twice as likely as others to use
NetFlix or other DVD rental
3 36% more likely than others to
have made online purchases.
3 Nearly 4 times as likely to have
purchased songs or other digi-
tal audio online.
Podcasting creates fantastic top-of-mind awareness for your
speaker brand. Produced properly, your podcasts will position you as a real expert. You become the “credible source”
in your field.
Podcasting also consistently reinforces your relationship
with your niche markets, and establishes an ongoing appetite
for your offerings, from speaking to consulting to products.
Monetizing Your Podcasts
There are many approaches to podcast monetization. High-quality podcasts can earn you significant passive income from
subscribers and provide added revenue from sponsors.
3Podcast subscriptions. You can subscribe to a vast variety of podcasts using podcast directories including the most
popular, i Tunes® directory. When you subscribe to a podcast, it’s automatically sent to your computer via an RSS
feed. It’s like subscribing to a magazine that’s sent to your