Why Your Podcast is a Bag of Potato Chips

Being in the messaging and marketing space, I love watching shows like Shark Tank.  I not only love learning about new products, but I'm also fascinated with how people attempt to convey messages to the investors.   However, they can throw out the perfect pitch, showcase a good product and NOT get an offer.   One reason tends to be the number of products in that space.

Remember this when you launch a podcast.  In fact, think of your podcast as a bag of chips.

I saw a pretty successful pitch for a new brand of potato chips, but the crowded chip shelves at grocery stores deterred the sharks.   Think about it, when you go to the grocery store...how likely are you to try a new brand of chip instead of going with what you already like?  Granted, if your favorite BRAND launches a new flavor, you might consider it.

What about a brand you've never seen?  What would they have to do in order to get you to TRY their food?  If you try it out, would you compare it to your favorites?

A big part of your target audience are people who currently listen to podcasts, and they know what kind of shows (or chips) they like.  If your ideal listeners are seasoned (see what I did there?) podcast listeners, they probably already listen to shows like yours.  So, now you have to convince them to fit your show into their consumption habits.

I have always encouraged podcasters to respect their listener's time, and this is one of the reasons it's important.  If they have 150 minutes dedicated to programs that are similar to your theme, they'll need reasons to add more time.  

​That means you have to effectively attract their attention, provide them with good content and inspire them to come back.

In other words:

1. Give them a nice shiny chip bag that intrigues them (podcast logo, description)
2. Make the first bite taste awesome (audio quality, format, good use of time) 
3. Make them add you to their "must haves" (subscribe)

​This is why you need to think less about doing what other people do, and work harder to be different or better than them.  If you love Doritos or Fritos, you've probably seen similar brands of chips.  Big deal. You don't have to have something "similar" because you already get what you like.

Don't be a Doritos copycat.  You can provide your podcast audience with a something unique that gives them value (and a lot less sodium).