8 Critical Questions To Answer Before Starting a Podcast
No matter what industry you are in and no matter what business you have, there are 7 key questions you need to answer in order to generate profitable business growth with a podcast.
Most podcasts fail within a few months, and it’s because they didn’t address one or more of these 7 questions.
Now, these 7 questions aren’t just something I made up. I have personally addressed each of these as the foundation to plan, create and grow hundreds of profitable podcasts for our clients that are still successful to this day.
Read on to discover not only how to avoid the pitfalls that cause most podcasts to fail, but also the simple secrets of those that succeed in generating profits, massive audience growth and celebrity market authority.
Question #1 – What are the benefits of podcast marketing?
Most entrepreneurs think about podcasting completely wrong. It’s not their fault, they were taught this way by all the free information and ‘advice’ out there shared by podcast hobbyists. If you use what you learn from ‘passion’ podcasters to start a business growth podcast, you’ll almost certainly fail.
This is a common mindset shift you’ll find among podcasters who generate six and seven figures for their business using podcasting.
The most debilitating mindset you can have in starting a business podcast is approaching it like all the hobbyists out there. It won’t work. It’s a completely different mindset that requires an understanding of how podcasting is best suited to drive business results.
They don't treat podcasting as a fun side project; they treat it as a powerful marketing channel, with unique advantages that other channels simply can't replicate.
The Debilitating Mindset: Hobbyist vs. Strategist
It’s a very damaging mistake to approach a podcast, especially a business podcast, like a hobbyist. Hobbyists prioritize things like:
"Following Your Passion": Your passion might be interesting, but does it align with your target audience's needs and your business goals?
Too Obsessed with Downloads and Vanity Metrics: Sure, they’re very important, but they don't automatically equal profit.
This approach might work for building a personal brand or a fun side project, but it's a recipe for disaster when your goal is tangible business growth.
The Winning Mindset: Podcast Marketing as a Strategic Asset
Here's how successful podcasters think about it:
1. Deep Connection and Trust Building:
When people listen to your podcast, they're not just hearing words. They're connecting with you – your voice, your personality, the way you express yourself.
That builds real trust and connection in a way that blog posts just can't. Podcasting is intimate. Listeners are often tuning in while they're driving, at the gym, or doing dishes—you're literally in their ears, getting their full attention. And you get to go deep.
Podcasts give you the space to really unpack your ideas and show off your expertise, positioning you as a go-to voice in your field.
Plus, you're talking to exactly the right people. Podcasts tend to be pretty niche, so you know your audience is already passionate about your subject. They're actively choosing to listen, which is a huge advantage.
2. Highly Targeted Audience Reach:
Podcasts often cater to specific niches. This means you can reach a highly targeted audience that’s already interested in your podcast topic.
People actively choose to listen to podcasts. They're seeking out information/solutions, so assume that they’re a high-quality audience compared to those who passively encounter ads/social media posts.
Podcast listeners often subscribe to shows they enjoy. They’re loyal and are repeatedly exposed to your brand and messaging.
3. Direct and Indirect Revenue Generation:
You can promote your products or services directly within your podcast episodes, using calls to action to drive listeners to your website or sales pages.
Partner with other businesses and promote their products or services to your audience, earning a commission on sales.
Use your podcast to generate leads by offering valuable content and encouraging listeners to sign up for your email list or download a lead magnet.
Even if you don't directly sell on your podcast, the increased brand awareness and authority you build will indirectly lead to more business opportunities.
Interviewing guests on your podcast is a great way to expand your network.
Question #2 – Is podcasting a proven model? Does it even work?
Many people have a lot of misconceptions about podcasting as a marketing model. They’ve seen it work absolute wonders for some brands and simply plod along without much excitement for others.
So what's the deal? Is podcasting a magic bullet or a dud? As with most things in marketing, the truth lies somewhere in the middle. It can be incredibly effective, but it's not a guaranteed win.
When podcasts fail to produce results, it’s usually due to the owner’s misconception of the podcasting model and how to leverage it for their brand’s success.
It is not a "build it and they will come" scenario. Podcasting, when approached strategically, is a powerful tool.
But like any tool, it needs to be wielded correctly. A hammer can build a house or smash a thumb—it all depends on the user.
Common pitfalls include:
Thinking of the podcast as a standalone entity: It's not an island; it needs to be integrated into your overall marketing strategy.
Focusing solely on downloads: Downloads are a vanity metric. Engagement, community building, and lead generation are far more important.
Not having a clear target audience: Who are you talking to? What are their pain points? What value are you providing?
Inconsistency: Great, you launched. But are you showing up regularly?
Ignoring promotion: Just creating the podcast isn't enough. You need to actively promote it to reach your ideal listeners.
The good news is that mastering the podcast marketing model is very possible with the right knowledge.
It's about building a relationship, not just broadcasting a message.
But does it really work? Let's look at the proof:
Industry Growth: According to Podcastatistics, “by the end of 2025, the number of podcast listeners worldwide is estimated to reach 504.9 million,” and there are around “4.3 million podcasts worldwide as of January 2025.”
That is a strong and engaged audience, ready to consume content.
Advertising Revenue: Podcast ad revenue is projected to surpass $3 billion in 2026 according to EMARKETER.
Some popular podcasts you might want to check out:
The Tim Ferriss Show: Tim uses his podcast to promote his broader business, including books and courses, solidifying his influence in self-help and entrepreneurship.
How I Built This (NPR): This podcast tells the stories of successful entrepreneurs. It's not directly selling a product, but it builds NPR's brand as a source of helpful and engaging content, attracting a loyal audience and sponsors.
The GaryVee Audio Experience: Gary uses his podcast as the cornerstone of his content strategy, expanding his reach and driving business to his other ventures.
Smaller, Niche Successes: Even smaller businesses and individuals are finding success. A local real estate agent, for instance, could use a podcast about the local market to become a recognized expert and attract clients.
Question #3 – Will podcasting work for my business? Yes or No
Too many people get caught in one of two camps when it comes to podcasting. First, they consider podcasting but have no way to tell whether it’s the best tool for them, so they get stuck in the ‘research phase’ wasting weeks and even months’ worth of time trying to decide whether a podcast is the best option for their brand.
This is “analysis paralysis.” This isn't productive research, mind you. This is weeks, sometimes even months, of swirling around in a vortex of articles, webinars, and "expert" opinions.
They're trying to know whether a podcast is the magical key to revealing their brand's potential.
They're consuming content about podcasting, instead of figuring out if it aligns with their business goals. Time is ticking, opportunities are passing, and they're still stuck at square one.
Second, businesses that aren’t well suited for podcasting decide to invest time, effort, and energy to get a show going only to discover that it doesn’t fit their business model, their market, or their brand’s personality.
They invest significant time, effort, and money into launching a show. They buy the mics, invest in a podcast hosting platform, and maybe even hire a producer for the highest audio quality. They're doing the thing!
But then... crickets.
The downloads are dismal. Engagement is non-existent. The podcast just doesn't click. Why? Because they didn't stop to consider if podcasting actually fit their business model, their target market, or their brand's overall personality.
Question #4 – What kind of podcast is most effective?
Here’s where the real results start. If you want a profitable podcast, you must have a show that people are willing to commit their time and focus to.
Not only that but you need a show that when someone listens, there’s so much value from it that they want to learn how they can get more from you through your products and services.
Listeners shouldn’t just think, “That was a nice listen.” They should think, “Wow, I need to know how can i get more from this person/podcast. What other things do they offer?”
I know you’re probably looking for a straight answer, but if there is a clear, straight answer, shouldn’t every podcast be successful by now?
This means you need a highly effective and value-based show format based on your market’s needs and how you can serve them best.
What You Should Do:
1. Don't Just Niche Down, Micro-Niche, and Own a Conversation:
Instead of "personal finance," think "personal finance for freelance graphic designers who are transitioning to agency ownership." Become the undisputed expert in a hyper-specific area. What specific problem are only you uniquely positioned to solve?
Look at podcasts like "Tiny House Lifestyle Podcast." They didn't go broad with "housing"; they dominated a tiny but passionate niche.
2. The "Value Stack" – Go Beyond Single Episodes:
Think in terms of series and sequences, not just individual episodes. Create a multi-part series that builds upon itself, leading listeners on a journey. This also increases "stickiness" – listeners are more likely to binge.
This is how you build anticipation and turn casual listeners into invested followers. Think of it like a Netflix series—you wouldn't just watch one episode, would you?
3. The "Trojan Horse" Content Strategy:
Don't always talk directly about your product or service. Instead, create content that indirectly highlights the need for it.
For example, if you sell a course on email marketing, create a podcast series about the biggest mistakes businesses make with their email lists. The solution to those mistakes is, naturally, your course.
This approach feels less "salesy" and more genuinely helpful. You're building trust and authority by demonstrating your expertise, making the eventual "pitch" feel like a natural next step.
4. The "Pre-Suasion" Episode:
Before you launch a product or service, create a "pre-suasion" episode (or series). This content primes your audience to be receptive to your offer. It addresses common objections, highlights the benefits, and creates a sense of anticipation.
This is based on the principle of "pre-suasion" popularized by Robert Cialdini. By setting the stage before you make your offer, you significantly increase your chances of success.
5. The "Community-Driven Content" Loop:
Don't just talk to your audience; talk with them. Use listener feedback, questions, and even guest appearances to shape your content. Create a dedicated space (forum, Facebook group, etc.) where listeners can interact with you and each other.
This fosters a loyal community that actively promotes your podcast and provides invaluable feedback for continuous improvement. It's a self-reinforcing cycle of engagement and growth.
6. The "Strategic Cliffhanger":
Instead of always wrapping up every episode neatly, sometimes end with a deliberate cliffhanger or an unanswered question that directly relates to your paid offerings.
This isn't about being manipulative; it's about creating a genuine desire for more.
Example: "Next week, we'll dive into the advanced strategies for scaling your [niche] business—strategies that I only share with my private clients... but I'll give you a sneak peek."
This taps into the power of curiosity and the "Zeigarnik effect" (the tendency to remember incomplete tasks better than completed ones).
These are some strategies that require more thought and effort, but they're the ones that can truly differentiate your podcast and turn it into a powerful engine for growth and profitability.
Question #5 – What do I need to get started podcasting?
The incredible confusion around the tools, hardware and software needed to start a podcast right is enough to stop many would-be podcasters in their tracks.
At the very least, most people get delayed significantly due to all the disagreeing and confusing advice and debates around this tool vs. that setup.
The equipment needed to get started podcasting right is not only incredibly straightforward, it’s also very cheap, easy to use and can all be set up in about 20 minutes.
Don’t get tripped up by a question that’s so easily answered.
Find out more in our blog The Perfect Podcast Equipment for Any Situation.
Question #6 – How do I get my show noticed (and fast)?
One of the most common fears I hear among businesses is that they’ll invest time, money and energy getting a podcast started only to have no audience once it goes live.
Hearing crickets is one of the top concerns for businesses, and rightfully so.
The truth is that getting an audience for your podcast is one of the easiest, and most effective strategies for growing your brand.
The key?
Leverage other people’s audiences to gain fast exposure to people who are already highly targeted, and passionate about your topic primed to trust you and your brand.
Use Other People’s Audiences
You don't need to build an entire audience from scratch. There are already established communities, groups, and platforms out there, brimming with people who are already highly targeted and passionate about your topic. These are your ideal listeners, and they're already primed to trust you and your brand, if you can get in front of them.
Here’s How:
Go on other podcasts that talk about similar stuff, or things your ideal listeners would also be into.
Partner with other podcasters or businesses with a similar target audience (aka cross-promotion). You can promote each other's shows, run joint giveaways, or even co-create content.
Ask a popular person or brand in your field if you can run or “take over” their social media for a day. This gives you direct access to their followers.
Write helpful blogs for websites that your target audience already reads. At the end, just say something like, "Hey, if you liked this, check out my podcast!"
Partner with someone to host a free online event. This is a great way to provide value and build your email list while promoting your podcast.
Join another podcast or business and have a contest where the audience can sign up. Provide something of value for the winner.
Question #7 – How do I turn listeners into paying customers?
This is undoubtedly the most important aspect of creating long-term business success with a podcast… and that is… being able to TURN LISTENERS INTO CUSTOMERS.
Most podcasts that see success in getting listeners and building an audience end up in a challenging predicament.
They have a growing audience, but it’s not generating revenue for their business beyond a few bucks a month from sponsors that barely cover their production costs.
So how do you bridge that gap? How do you transform that engaged audience into a source of sustainable income?
Know Your Customer Journey (and Weave it In Subtly): Don't just know the journey, live it in your content. What problem are you solving? How does your product naturally fit? Weave it in, don't hammer it in.
Create Irresistible Lead Magnets (Beyond the Usual): Yes, checklists and ebooks are fine but think bigger.
Maybe a quiz or assessment that helps listeners identify their specific needs and leads them to the right product/service for them.
Offer listeners a sneak peek at upcoming content, behind-the-scenes material, or bonus episodes.
A private Facebook group, Slack channel, or forum where listeners can connect with you and each other.
The "Soft-Sell" Series: Instead of single-episode mentions, create a series of episodes that subtly build towards your offer. Each episode tackles a different aspect of the problem, with the final episode presenting your product/service as a comprehensive solution.
Podcast-Only Offers (with a Twist):
Unlockable Content: Offer a bonus piece of content (a video, a template, an extended interview) that listeners can "unlock" by taking a specific action, like leaving a review or sharing the podcast on social media.
Tiered Offers: Provide different levels of engagement. A free lead magnet, a low-cost entry-level product, and a premium offering. Let listeners choose.
Showcase Testimonials (Beyond the Basic):
"Before & After" Episodes: Dedicate entire episodes to showcasing customer transformations, highlighting the "before" state and the "after" achieved with your help.
"Listener Spotlight" Segments: Feature listeners who have used your advice (even free advice!) and seen results.
The "Reverse Guest" Strategy: Instead of being a guest on other podcasts (which is good!), invite your ideal customers to be guests on your podcast. Our client, A Man’s Journey Through Divorce Podcast, does this by inviting his listeners to share their divorce stories.
This builds relationships, exposes you to their audience (potentially), and gives you direct insight into their needs and pain points.
Question #8 – How much time and effort am I realistically willing to commit to this podcast on an ongoing basis?
This is probably one of the most overlooked questions every podcaster must ask themselves. And that question is… are you truly ready for the commitment?
Most podcasts don't fail because creators completely lack time. They fail because they mismanage the type of time and energy required, leading to inconsistent output and a feeling of being constantly overwhelmed.
So what should you do?
Batch Editing: Stop thinking "I need 5 hours every week," and consider "I need 20 hours this month." Can you dedicate a full weekend to recording 4-6 episodes in one go? Can you batch-edit multiple episodes on another day? Batching uses focused energy and minimizes context switching, so you’re far more efficient.
The "Minimum Viable Effort" (MVE) Concept: What's the absolute minimum you can do to keep your podcast alive during busy periods? Maybe it's a shorter episode, a solo episode instead of a guest interview, or even just a pre-recorded "best of" clip.
The "Energy Audit," Not Just a Time Audit: Time is one resource; energy is another. Are you a morning person who's creatively drained by 3 PM? Identify your peak energy times and align your most demanding podcasting tasks (like recording and editing) with those windows.
Don't just ask "How much time?"
Ask: "How can I structure my time and energy to make podcasting sustainable, enjoyable, and realistically integrated into my life?"
That's the question that separates thriving podcasts from the ones that fade away. This is about long-term strategy, not short-term hustle.
Conclusion
When an entrepreneur can confidently answer these 7 questions their podcast will be profitable, successful and will be a cornerstone for the growth of their brand. My hope for you is that you can short-cut your success by addressing these 7 questions for your brand.
This is for those of you who take action and don’t want to waste time, money and effort doing the wrong things.
Schedule a call with us to get started on your podcasting journey!