100 episodes

If you're looking to grow your podcast audience, radio and podcast veteran Erik K. Johnson helps you transform your podcast information into entertainment that keeps your audience coming back episode after episode.

Podcast Talent Coach Erik K. Johnson

    • Technology
    • 4.7 • 3 Ratings

If you're looking to grow your podcast audience, radio and podcast veteran Erik K. Johnson helps you transform your podcast information into entertainment that keeps your audience coming back episode after episode.

    How Can I Increase My Downloads – PTC 484

    How Can I Increase My Downloads – PTC 484

    Have you had little success finding new listeners and growing your podcast downloads? You aren't alone.
    THE CHALLENGE WITH DOWNLOADS
    I recently sent an email to my tribe asking about the biggest challenge most podcasters face. Podcasters like you mentioned things like these as their biggest challenges...
     
    Finding more subscribers interested in my content
    I need perfect people listening to my podcast
    I'm trying all things to increase downloads
    Learning to build an interactive community
    What else can I do to grow my downloads
    I have no email list
    I need a strategy
     
    Have you had similar struggles?
    You've tried many things. Empty promises is all you get from the webinars you've attended.
    It is time you get a growth strategy that works.
    That's why I've turned my Audience Explosion Blueprint program into a powerful 3-day workshop. I shot a video all about it. You can see it at www.PodcastTalentCoach.com/audience.
    During the Audience Explosion Blueprint workshop, you'll develop a REAL strategy to consistently and easily grow your podcast audience.
    This event will help you quickly and easily explode your audience without the frustration, hard work and guessing.
    To overcome your growth struggles, join us. You can see all the details and get registered at www.PodcastTalentCoach.com/audience.
    PODCASTS FADE AWAY
    Podcasts fade away for 3 reasons.
    Podcasters give up because podcasting is more work than they thought it was going to be. They don't have a system in place to produce their show easily and consistently.
    Podcasters give up because downloads of their show doesn't grow as fast as they thought it would. They don't have a strategy in place to help them grow consistently.
    And finally, podcasters give up because the show doesn't make money as fast as they thought it would. They don't have a process in place to grow a business with their podcast.
    DOWNLOADS WITH SPRAY AND PRAY
    Let's talk about growing your downloads.
    Many podcasters approach growing their downloads with a spray and pray approach. They try a million things and wonder why nothing works.
    Imagine you were trying to lose weight.
    Today, you try cutting out all carbs.
    Yesterday, you tried riding the stationary bike for 30 minutes.
    The day before that you didn't do anything, because you got busy.
    You tried the Atkins diet the day before that.
    It was walking around the neighborhood the day before that.
    You only ate Lean Cuisine meals the day before that.
    Unfortunately, you missed two days, because you were out of town.
    But you ate nothing but vegetables the day before you left town.
    You hit the gym for the first time in 3 months the day before that.
    This has been going on for 3 weeks and you wonder why you haven't lost any weight.
    When you dabble in a variety of tactics, nothing seems to work. But when you focus on a few select tactics and work consistently, you have a better chance of experiencing results.
    But, we're getting ahead of ourselves. Before we can talk tactics, we need to talk fundamentals.
    YOUR POWERFUL WHY
    Why do you want to grow your downloads?
    A powerful "why" can be inspirational to you and your tribe.
    Podcasters give me many reasons they want to grow their downloads.
    It could be to spread your message. Maybe you want to build your authority.
    Growing your downloads can help you grow your business or market your goods and services.
    Maybe you want to grow your downloads so you can be a thought leader. Or you're creating a home base for your tribe to find you.
    Growing your downloads could help you have more impact in the world. Maybe you want to generate more revenue or have a bigger and better reputation.
    There are many reasons you might want to grow your podcast downloads. And all of these reasons are valuable and worthy. But you can't choose all of them.
    You need to select a reason that is meaningful to you. The reason must stir the fire inside of you and inspire you. Your why can't be for any

    • 32 min
    What is Your Biggest Challenge? – PTC 483

    What is Your Biggest Challenge? – PTC 483

    OVERCOMING YOUR CHALLENGE
    What is your biggest challenge? I asked that recently to podcasters on my email list. On this episode, I'll help you through a few of them.
    DO THE WORK
    Whatever your challenge, do the little work daily to build your foundation.
    Country artist Chris Young is a great example.
    The first time Chris Young came to town was around 2009. He played in the radio station conference room to about 20 people.
    This was shortly after he was the winner of the 4th season of the TV show "Nashville Star" in 2006.
    The next time here in town, he played to a small club with a few other artists for a few hundred people.
    Over the next few years, Chris returned to town as the opening act for a variety of other artists. Each time he played to a few more people than the last.
    Finally in 2019, Chris came to town to headline his own show for about 5,000 people. He has done that a few other times since then.
    Here is a guy that got great exposure on a television singing competition with a big audience. He has put in the consistent and methodical work over time to get where he is today.
    Other artists on the singing shows don't make it, because they haven't put in the work to create the relationship over time.
    Just look at the winners of American Idol, like Ruben Studdard, Fantasia Barrino, Taylor Hicks and Jordin Sparks. They didn't put in the work.
    Carrie Underwood and Kelly Clarkson have been working for years to get where they are today even after their American Idol start.
    You can't create a relationship in 20 weeks of a tv season. It takes years.
    Do the work. Get rich slowly.
    Whatever your challenge, give it time.
    Let's look at a few of these questions.
    THE DOWNLOADS CHALLENGE
    I’m trying all the things to increase downloads. I send out a weekly email and post on social media. I also mention my podcast when it’s applicable on music teacher Facebook groups. I’ve been a guest on a few podcasts. I guess my biggest challenge is not knowing what else I can do to grow downloads. They are increasing but very slowly. Maybe that’s normal?
    Thanks,
    - Jeanette
    Yes, Jeanette, that is normal. I know we don't like to hear that it takes time. But, it takes time.
    Rarely will you see your downloads grow at a huge rate unless you get in front of a large pool of your ideal clients.
    Greg Payne is one of my clients. He hosts the Cool Grandpa podcast.
    As he was growing his podcast, he was able to get mentioned in an article in the New York Times.
    Who reads the New York Times? Typically a lot of people who are grandparents.
    Greg doubled his downloads overnight.
    Getting into the New York Times isn't something we can do everyday. However, you can find other influencers who speak to your ideal clients. Those influencers make great partners.
    To find the influencers who have the attention of your ideal target listener, begin by defining your listener. You can do that quickly and easily by downloading my Ideal Target Listener Worksheet here: www.podcasttalentcoach.com/listener.
    Keep working both sides of the growth equation.
    First, keep your current listeners coming back. Your email and social media tactics will help remind your fans to listen.
    Then, find those new ideal clients and invite them into your world. Get them on your email list, so you can email them as well.
    The podcast interviews you are doing should help. Let's find other areas to ramp it up.
    Above all else, create great content, share yourself, and be consistent.
    THE GUEST CHALLENGE
    My biggest challenge is getting the guests to share the episode.
    - Kate
    This is another common challenge, Kate. We can't expect our guest to share, but it is always great when they do.
    There are two things you can do. First, select better guests. Next, make it incredibly easy for them.
    Let's talk about better guests.
    Dave Jackson at the School of Podcasting is a great guest. When he is interviewed on a podcast, he will play a clip of that interview on his own show.

    • 37 min
    Ensure Your Message Is Felt With Janelle Anderson – PTC 482

    Ensure Your Message Is Felt With Janelle Anderson – PTC 482

    CREATING A POWERFUL PODCAST MESSAGE
    Your message can be powerful when you clearly understand whom you're targeting. A message designed for everyone reaches no one.
    MIXED MESSAGE
    I was on a podcast strategy call with two nurses the other day. They help healthcare practitioners decrease anxiety and stress, calm down their inner voice and enjoy life.
    Their goal is to bring resilience to humanity.
    Part of their curriculum is continuing education for healthcare providers.
    As we talked, we realized most of their clients are nurses. Though doctors and other healthcare providers can benefit from their content, nurses make up the majority of the revenue.
    We often get scared of losing a client. People tell me, "Yeah, but I can help them, too."
    I understand you can help everyone. However, you don't have enough time to help everyone. You also don't have enough time and money to market to everyone.
    The biggest problem with trying to help everyone is the clarity of your message.
    CLEAR RESULT
    If these two try to create content for everyone, how can they possibly frame the content for nurses and doctors? They have different needs and pain points.
    A surgeon comes in for about an hour. They are in a very high pressure situation for a short burst. Then they move on.
    Nurses have a little less pressure, but it is consistent. The pressure lasts for their entire eight or ten or twelve hour shift.
    When these two hosts try to speak to both doctors and nurses, the examples are mixed and the solutions are blurry.
    The content can be much more powerful when they focus on nurses alone.
    By focusing on nurses, the listener understands exactly what we are offering. She can see it is exactly what she needs. And, she has clarity on how it fits into her life.
    The listener can envision the results, because the examples are clear. She says, "I can relate – that sounds just like me."
    MISSING OUT
    By focusing on nurses, the hosts might miss out on a few doctors enrolling in their program. But, they will make it up by increasing the number of nurses that enroll.
    Let's say 80% of the clients are nurses and 20% are doctors. Let's also assume we have 100 clients. That would give us 80 nurses and 20 doctors.
    Now, let's say focusing only on nurses changes both sides by 20%. We lose 20% of our doctors and gain 20% more nurses, because we are now perfect for nurses.
    We would now have 96 nurses and 16 doctors. Our total number of clients just increased from 100 to 112 or 12%.
    They don't have enough doctors to lose. There are many more nurses to gain.
    When you narrow your message and focus, you will provide more clarity. You will gain more listeners and have more clients.
    Download your Ideal Listener Development Worksheet for free online at www.PodcastTalentCoach.com/listener.
    YOUR MESSAGE
    Today, Janelle Anderson joins us to help us ensure our message isn't just heard, but felt.
    Stir emotion with your message.
    Janelle Anderson is known as the Speaking Confidence Coach for coaches. She is a Certified Professional Coach, author, and renowned speaker.
    Janelle is on a mission to empower coaches to launch on a strong foundation of clear messaging aimed at the audience most aligned with their passions and strengths.
    She helps coaches grow their business through masterful speaking and storytelling with her business, Emerging Life Coaching.
    I recently shared my message on Janelle's summit. She was recently a guest on my Podcast Profits Summit. This is that conversation.
    Be yourself. Your authentic message builds trust.
    You can download Janelle's Niche Discovery for Coaches for free at www.PodcastTalentCoach.com/message.
    https://bit.ly/nichediscoveryvideos
     
    If you don't have a mentor who can take your hand and walk you every step of the way, go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. We will develop your plan and see how I can help and support you to achieve your podcast goals.

    • 47 min
    Why You Can't Grow Your Podcast – PTC 481

    Why You Can't Grow Your Podcast – PTC 481

    WHY DO YOU WANT TO GROW YOUR PODCAST?
    If you're like most podcasters, one of your biggest challenges you want to overcome is how to grow your podcast. I hear it often.
    Today, I want to help you dive deep into audience growth.
    IMPORTANT LINKS
    Here are links to those resources mentioned in this episode:
     
    Libsyn – Audio host for podcasters – https://libsyn.com
    The Feed – the official podcast of Libsyn – https://thefeed.libsyn.com
    Alex Hormozi – https://www.acquisition.com/bio-alex
    Dan Kennedy – Magnetic Marketing – https://magneticmarketing.com
    Taylor Swift – https://www.taylorswift.com
    Big Machine Records – https://www.bigmachinelabelgroup.com
    Podcast Strategy Call – https://podcasttalentcoach.com/podcast-review-questionaire/
    Send me an email at coach@podcasttalentcoach.com.
     
    MAKE THEM CARE
    In this episode, we dive deep into the challenges faced by many podcasters when it comes to growing their listenership.
    You receive invaluable insights into why some podcasts stagnate and what you can do to overcome these hurdles.
    We start with the critical importance of making your audience care. Provide unique value in your episodes.
    Infuse each episode with authenticity and stay true to yourself. We discuss strategies to build a relationship with your listeners, such as cleverly weaving your episodes together and harnessing specific tactics designed to not only attract but also retain a dedicated audience.
    TWO SIDES
    There are two sides to the audience growth equation. To grow, you must spend time attracting new listeners. Then, invest time keeping your current listeners coming back episode after episode.
    Maintain regular contact with your existing listeners to keep them invested in your podcast. Reach out frequently.
    While many podcasters dream of reaching a staggering 5,000 downloads per episode to successfully sell ads, the sobering statistic is that only 7% of podcasts hit those numbers. That is according to Rob Walch at Libsyn.
    QUALITY OVER QUANTITY
    The quality of your audience is more significant than sheer numbers. Therefore, it starts by identifying your ideal client.
    Identifying your ideal target listener and developing content specifically tailored to their interests and needs is key to cultivating a meaningful connection.
    I share a few stories from my radio career, illustrating the importance of forging a genuine bond with listeners. It starts by being your authentic self, as mimicking others won't create the same loyal following.
    Being relevant, interesting, and true to your identity are the cornerstones of developing a consistent audience that returns each episode. You can't please everyone - it’s better to focus on resonating deeply with the right people.
    STRATEGY VS. TACTICS
    You need a strategic approach to audience growth. There is a big difference between having a strategy – an overarching plan – and the tactics – the individual actions within that plan.
    I'm creating a workshop to help you grow your audience. I want to ensure it is extremely powerful for you.
    When it comes to increasing your downloads, what is your biggest challenge?
    Send me an email and let me know at coach@podcasttalentcoach.com. Let's grow your show the right way and for the right reasons.
     

    • 35 min
    Podcast Promotion Questions – PTC 480

    Podcast Promotion Questions – PTC 480

    HOW DO I GROW MY PODCAST?
    When it comes to growing our podcast, I get many questions about podcast promotion. How do we get in front of new listeners and invite them into our show?
    On this episode, we'll answer a variety of questions about podcast promotion.
     
    PODCAST GROWTH EQUATION
    There are two sides to the podcast growth equation.
    A larger audience involves keeping your current listeners coming back week after week while you are attracting new listeners to your show.
    If you are only promoting your show on social media and to your email list, you are only speaking to people who already know you. This does very little to grow your audience.
    However, podcast promotion on social media and to your list is important to keep your current listeners coming back every episode. So, keep it up.
    To grow, you also need to get in front of new listeners who are unaware of you. Invite those people into your world, so you can increase the number of listeners.
    As we go through these questions around podcast promotion, we'll start with some fundamentals around structure and process. We'll then talk about visibility. Finally, we'll get to when and what to promote.
    Let's jump in.
     
    PUBLISHING DAY
    What day of the week and what time do you release your podcast episodes? I’m about to launch my new podcast and I want a set date and time for when I release my weekly episode.
    -Craig
     
    The great thing about podcasting is that it is on-demand entertainment. People can consume it whenever they would like.
    The day and time your publish your show isn't nearly as important as your consistency. Be there when they are ready to listen.
    People are creatures of habit. Get them in the habit of listening to your podcast.
    I listen to my favorite podcast on Saturdays when I am working around the house. I believe he publishes sometime on Friday morning.
    In fact, he records the show on Wednesdays. Unless your podcast is dealing with current events that would be dated in a few days, timing isn't critical.
    It really doesn't matter to me when my favorite podcast publishes. I only care that he is there consistently when I'm ready to listen. That consistency builds trust with your audience as well.
    Pick a day and time. Then, stick with it.
     
    SHOW NOTES
    Does anyone read show notes? I personally don’t read them on podcasts I listen to. I write a simple episode description for ours but don’t really add anything else. Should I be putting more detail in?
    -Tim
     
    Yes, you should probably add more detail.
    Your show notes really serve three purposes.
    First, your show notes should provide the important info from your episode that your listeners might be seeking.
    This info could be links that you mentioned in the show. It might be the lead magnet you were offering or a book you referenced.
    Your show notes could offer a bulleted list of points you made during the episode. Maybe you were talking about the top 7 tools you currently use. Listeners might come to your show notes to find that list.
    The next purpose of your show notes is Google juice. When you create SEO-rich show notes, you make it easy for Google to find you.
    Spending a little more time adding detail to your show notes will improve your SEO. Use strong keywords and optimize your notes as much as possible.
    The final purpose of your show notes is accessibility for those with disabilities.
    It is important to make your podcast content available for those with hearing and vision impairments. The best way to do this is with a full transcript.
    Changes in iOS 17.4 include support for auto-generated transcripts in the Apple Podcasts app. However, transcripts will only be available for English, French, German, and Spanish-language podcasts.
    Adding more detail to your podcast will make it easier for those with disabilities to consume your content.
    There are many benefits to putting in a little more time and effort into your notes.
     
    INCREASE VISIBILITY FOR PODCAST PROMOTION
    H

    • 30 min
    Cindy J. and Making Money – PTC 479

    Cindy J. and Making Money – PTC 479

    When coaches come to me for assistance, one of the most common challenges is making money with their podcast. Most are using their show incorrectly and spending time in the wrong places with the wrong activities.
    There is a misconception about podcasting. You make money WITH your podcast, not FROM your podcast.
    By that I mean your podcast doesn't generate money. You're not making money from the show. When it comes to making money, use your podcast to promote your revenue engine.
    As a coach, your revenue engine would be your coaching. If you sell affiliate products, you make money from affiliate commissions, not from producing the podcast.
    THREE CHALLENGES
    There are three major challenges podcasters face when trying to generate revenue with their podcast.
    The first is selling ads and sponsorships. They are spending time on the wrong activities.
    Next is spending too much time on their guest during an interview. It's a delicate balance to demonstrate your authority while making your guest look great.
    Finally, coaches do not have a strong call to action that leads listeners to becoming clients.
    Let's jump into each of these individually.
    Before we do, I would love to help you build your monetization strategy. Take advantage of my complimentary podcast strategy call.
    During your strategy call, you and I sit down to define your goals. We determine where you are today. Then, we build a strategy to get you from here to there.
    This isn't a heavy pressure sales call. We'll work together to build your strategy. When we are done, we'll have an idea if we like each other. If you'd like to see some options to achieve your goals, we can talk about how that looks.
    You can apply for your complimentary podcast strategy call online at www.PodcastTalentCoach.com/apply.
    Let's get into the challenges.
    ADS AND SPONSORSHIPS
    The first challenge is selling ads and sponsors. There are a few issues with this.
    First, only 7 percent of all podcasts have an audience large enough to attract sponsors.
    Second, it takes a lot of your time to sell a sponsor. Once you sell one, you need to start selling the next. It is rarely recurring income.
    Instead, spend your time on your clients.
    Next, you can only put a limited number of sponsors and ads on your show. Therefore, it caps your revenue potential.
    Finally, it treats your podcast as a commodity. Your ad offer is just like every other ad offer. You don't control the price.
    Sell your own offers instead of selling other businesses through ads.
    MAKING MONEY WITH INTERVIEWS
    The next challenge is your interview. Many hosts spend a lot of interview time making their guest look great.
    When Oscar came to me, he was struggling to get his podcast Deep Listening: Impact Beyond Words to do anything to grow his consultancy.
    I listened to his show and realized he was a great interviewer. However, he did very little to tell me what he offers.
    The interview is typically about what the guest offers. We send our listeners to our guest's lead magnet or website.
    However, we don't want to make the interview all about us. It's a delicate dance.
    Be sure to carve out time on your show to demonstrate your expertise and show people what you do.
    CALL TO ACTION
    The final challenge is a call to action. Hosts often deliver great content but fail to ask their listeners to do anything.
    What do you want your listeners to do when the episode is over?
    Your call to action should be the first step toward working with you. The content on your episode should lead to that call to action.
    Have a strategy for each episode to get your listeners one step closer to working with you.
    CINDY J. HOLBROOK
    I want to help you spend more of your time on money making activities.
    Cindy J. Holbrook the Visibility Wiz joins me on the show today.
    She guides entrepreneurs and small business owners to thrive as you go up the ladder from being the best-kept secret to Trusted and In-Demand Authority.
    Cindy J. has been coaching sinc

    • 46 min

Customer Reviews

4.7 out of 5
3 Ratings

3 Ratings

Andrew Hellmich ,

Love What You're Bringing to The Table

With quite a few podcasts about podcasting out there, it's great to hear a different spin from Erik.

There's none of the technical geeky stuff here, just good solid advice on how to produce a better podcast by becoming a better podcaster.

Erik focuses on the podcaster and helping them to become better with their delivery, their speech, their content plus things to avoid that listeners hate.

If you're a podcaster, subscribe if you want to get better.

Andrew from Photo Biz Xposed

@joshuacliston ,

The best 20% .. forget the rest.

Erik provides advice straight from the radio-trenches, his best 20% is as good as it gets in podcasting advice.

I just wish he would stop diluting his own points (read: he circles around with weaker and weaker versions of the same point or story). Also, over the course of his catalogue, he repeats topics far too often, and rarely improves on episodes that have already dealt with the same topics.

Top Podcasts In Technology

Lex Fridman Podcast
Lex Fridman
Acquired
Ben Gilbert and David Rosenthal
All-In with Chamath, Jason, Sacks & Friedberg
All-In Podcast, LLC
Deep Questions with Cal Newport
Cal Newport
Hard Fork
The New York Times
Darknet Diaries
Jack Rhysider

You Might Also Like

The Future of Podcasting
Dave Jackson & Daniel J. Lewis
Ask the Podcast Coach
Dave Jackson
Build a Big Podcast - Marketing for Podcasters (A Podcast on Podcasting)
Big Podcast
School of Podcasting - Plan, Launch, Grow and Monetize Your Podcast
Dave Jackson
The Podcast On Podcasting
Adam Adams
The Feed The Official Libsyn Podcast
Elsie Escobar and Rob Walch