WHY PODCASTS FAIL (or succeed)

By Hall of Fame Personality and Network Owner, Dave Pratt

Most podcasters are playing a losing game.

Why? Most podcasters talk about whatever feels interesting that week, without awareness that their biggest audience will be “on demand” once the week is over. In turn, this leaves their podcast outdated. They might bury a soft call-to-action at the end if they mention their services at all. Then they wonder why downloads don’t translate to dollars. Finally, they wonder why advertisers are not contacting them. LOL!! They don’t realize that if they desire to make revenue, they must also work on selling their podcast. Most have no interest in doing sales.

Most podcasters either have no interest or desire to promote their podcasts AFTER they are posted. Well, then, how will people know about it? Most podcasters simply want to talk into the mic or to the camera. Understood, as that is the sexy and fun part. Of course! But if not willing to do what it takes to win, expectations must be managed.

“Hosting a podcast is the same as radio, right?” This always makes me laugh. They could not be more different.

In radio, most of the time, the host doesn’t need to “earn” an audience. It is just sitting there waiting for the next song, traffic report, news break, ticket giveaway, or weather update. To be honest, this is why “radio”, compared to “podcasting,” is outdated. Truth is, a radio host often needs to fill 4-to-6-hour daily shifts, and therefore, they need all the crutches they can get. In fact, this is where the term “disc-jockey” originated, like a horse jockey that simply rides discs or records. Hell, anybody can do that. Seldom do radio hosts really need to provide content of their own, but the ones who did it well became your radio morning stars. However, most still are just normal, run-of-the-mill hosts who rely on the basic crutches to fill their shifts.

Podcasting is totally different, which is why so many fail. Hosting a podcast is like radio without make-up. It is all you. No crutches. Ready, set, go!!! As a podcast host, if you do not have something to offer, you are one tap on a cell phone away from losing that listener forever. Why would they come back if you already failed them? There are too many other options today. Most often, if the listener is not a family member or a close friend, you have one shot. On the upside, if you provide something of value to a listener, you can keep them forever through subscriptions, download reminders, or just plain loyalty.

Radio died because people don’t need it anymore. Everything they used to need from the radio is now in the palm of their hand 24/7. And for content, today’s listener will simply choose their favorite podcasts out of millions. This is where you come in as a host. Do you have something to offer? Are you good enough to earn listener loyalty? Are you good enough to compete? Metrics will tell. There is no hiding behind make-up, like in radio. It is all you. If you can’t handle the heat, get out of the kitchen.

Now, sure, there are millions of podcast hosts who simply want to talk into a microphone or stare at a camera. They are doing the show more for themselves, or for their own therapy, than to gain an audience. That is fine! No problem. We love those hosts too! However, if you truly wish to have success, you must become a pro. Even more, your studios and quality must also be pro. A curtained-off room in your house or a designated room in your basement, kitchen, or office is not going to cut it for a pro podcast, as it just screams “cheap” and “amateur”.  NFL teams do not play on a junior high field. Go pro or go home.

To be a pro, you must believe in yourself enough to invest in yourself. This is why we started Star Worldwide Networks 17 years ago, to provide pro studios in the most high-profile area, overlooking the city. We provide a pro, experienced team to produce, edit, and distribute your show. This is a start!! But what about promoting your show? Like any business, you need to advertise and promote, right? If you sincerely desire to grow an audience, it is not just going to happen organically or magically at a high level. Promise.

You know those national podcasts that look so casual? Well, if they are successful, they have dozens behind the scenes working hard every single day on production, guest booking, sales, and distribution.

If you have very little budget, first spend it on a pro studio and staff. We can help you. Don’t waste your time trying to build your own show with duct tape and chewing gum. Go pro. If you have additional budget, like any business, use it to promote and advertise your podcast! We are happy to consult with you on the best strategies for your budget. This is exactly what we have done for thousands of hosts over the past 17 years, and it is why we are a podcast leader not only in Arizona but for podcast hosts throughout the nation.

If you are doing a podcast for any other reason than for business, we still love you! Yes, you are still welcome and will be a warm, appreciated member of our network family. Of course! On the other hand, if you truly want to use your podcast for business, or perhaps make podcasting your business, we are here for you. 

For years, I was blessed to host Dave Pratt Live, which was the most listened to podcast in the entire state and one of the most listened to in the nation, and more importantly, it was by far the highest revenue podcast in Arizona history. In fact, the only reason I stopped is because of you! Star Worldwide Networks, and in turn, the Pratt Marketing Agency, have grown so fast that I no longer have time to host my own show. Crazy right? But I wouldn’t have it any other way. I love leading a team that helps others.