3 Steps To Grow Your Audience – PTC 395 Podcast Talent Coach

There are two sides of the equation when you are trying to grow your audience. These are the two critical ingredients for growth. To grow your audience, you need to attract new listeners and keep your current listener coming back week after week.
We discussed a lot of the data and what growing means back in Episode 393 - Grow Your Audience In 30 Days.
To attract new listeners and keep them coming back, follow a three-step process. Those steps include promotions, programming and personality. You will discover how to accomplish each of these steps on the episode today.
HOW I DISCOVERED THIS
This is a process I have refined over three decades.
While getting my degree in Architecture, I fell into radio by accident.
Over 30 years, I built number one radio stations and coached successful radio talent to attract huge audiences. We then leveraged that attention to promote products and services for our clients.
In 2009, I fell in love with podcasts. It was the Wild West. Content creators could talk about anything they chose on shows they built themselves. It was how radio was in the past.
Unfortunately, podcasters were making the same mistakes radio broadcasters made in the early days. I thought if these hosts only knew a few of the strategies we used in radio, their shows could be so much more effective.
Today, I help podcasters create those powerful relationships with their audiences.
Are you leveraging your content to its full extent? Why are you building your audience?
WHY BUILD AN AUDIENCE?
There are two reasons we are building an audience. The first reason is external. Reason number two is internal.
First, we are building an audience to create powerful, profitable relationships and grow our business.
Only 3% of your target market is buying today.
7% could be convinced they need your solution today. They might be saying, "Now that you mention it, I do need that solution."
That leaves 90% of the market not ready to buy today. We are working to create relationships with this segment of the audience, so when they are ready to buy they think of us. It is all about building rapport with your ideal clients.
The remaining 90% of the market is divided into thirds.
30% of the market doesn't need your solution today. They might need a car, but not until their current lease is over. Your ideal client might not begin their job search for another year when their contract is close to expiring.
Another 30% don't believe they need your solution based on the information they have. As an example, they may not think they need a new mattress because they believe their mattress is just fine. They don't have the right info and will need a little educating.
The final 30% think they will never be interested. These people may be loyal to another brand. Perhaps they work for Ford and you are selling Toyotas.
Build realtionships to create top-of-mind awareness with your market. When it comes time to buy, you want to be the first brand they think of.
INTERNAL "WHY"
The other reason we create is internal. It is also unique to each of us.
I had a client once tell me, "If we are able to generate leads, that is awesome. If we are helping change people's lives, and they are reaching out to us, that would be a success. Becoming a resource is the goal."
What does success look like to you?
There are a variety of reasons.
Maybe you want to spread your message, build your authority or grow your business.
Your "why" could be to become a thought-leader, grow your reputation, or make more money.
Sometimes a powerful "why" is to have more impact and leave a legacy.
Maybe your "why" is a combination of these. What does success look like to you?
You see, audience makes the money possible. Money makes the impact possible.
What would that do to your business and impact?
That's what's possible, and it's powerful.
CHALLENGES
There are three challenges podcasters face when they are growing their audience. They are unsure how to actually att