It's Not an Exposure Problem, It's a Connection Problem
Hey Reader
Ever found yourself scrolling through social media, feeling like you're shouting into the void about your latest podcast episode? You're doing all the "right" things, posting consistently, engaging with comments, maybe even running a few ads, but the growth has slowed to a crawl.
It’s frustrating, right? You start to wonder if you have an exposure problem. If only more people knew about your show, you’d top the charts.
But what if the issue isn't about being seen, but about being felt?
The Real Reason People Listen
Think about the last time a friend recommended a show. They probably didn't just say, "It's popular." They likely said something like, "It's hilarious," "It's so inspiring," or "It makes my commute fly by."
They described a feeling. An experience.
In a world with over three million podcasts, people don't just stay for the content; they stay for the connection. They stay because of you, the host. Your unique perspective, your humor, your vulnerability… that’s your secret sauce.
Are You Making an Emotional Promise?
Successful shows, from This American Life to Armchair Expert to Planet Money, deliver a consistent emotional experience. You know what you’re getting every time you press play. It's a reliable escape, a predictable laugh, a dose of vulnerability, or some trusted advice.
Does your podcast do that?
When a listener tunes in, do they know how they’re going to feel by listening? Creating a consistent emotional promise is one of the most powerful (and overlooked) ways to build a loyal audience.
How to Create Your Own "Show Bible"
When I worked in Australian reality TV on local versions of shows such as The Bachelor, Shark Tank, and The Voice, each show had a "Show Bible." This document detailed the show's core format, structure, and other essential information to help countries replicate the original format and achieve the same emotional impact for their audiences.
You can create one for your show as well. Ask yourself:
- How do I want my listeners to feel? (Inspired, entertained, educated, understood?)
- What kind of stories or topics deliver that feeling?
- What is the consistent experience I can promise in every episode?
Focusing on this will help you move beyond just "marketing" and start building a true community. When you deliver a consistent, valuable experience, your listeners become your best marketers. They won't just listen; they'll share.
So, before you spend another dime on ads or another hour stressing about social media, take a moment to think about the emotional core of your show.
Because in the end, people might discover you through an algorithm, but they’ll stay because of the feeling you give them.
Steve