Fun Business Podcasting: Overt Vs Covert
In March 2022, I published a book titled Narrow Podcasting, which is all about how to use a podcast to grow a business. However, when interacting with people in the podcast community, many often forget the primary focus of my book, assuming it aims to help grow a hit podcast.
To clarify, Narrow Podcasting is about helping businesses use podcasting to scale. Not to create a podcast as a primary revenue source.
Understanding Narrow Podcasting
Narrow podcasting is about having a narrow focus. In my keynotes, I emphasise that your primary audience (for a Narrow Podcast) should be you.
This involves being an attentive listener to your guest and knowing the next steps to take. Your guest, if chosen correctly, should be one or more of three things:
1. A potential client.
2. A powerful referrer.
3. A joint venture partner.
Building relationships with your podcast inherently gives it a narrow focus.
Positioning Your Narrow Podcast
To position your narrow podcast effectively, consider your current and desired clients. Assuming your product or service delivers as promised, you only need to answer ‘yes’ to the following questions:
1. Do you like them?
2. Can they pay?
This helps you target the right clients.
You don’t want to work with people you dislike, even if they have money.
Conversely, no one can afford to work with people they love who can’t pay them.
Overt Narrow Podcasting
An overt narrow podcast might be like Michael Port’s ‘Book Yourself Solid’ style, such as a Marketing for Plumbers podcast. If you are a marketing guru for plumbers, the overt narrow podcast would be titled ‘Marketing for Plumbers’. This approach is excellent for SEO and directly addresses the target audience.
If you are a marketing agency with a plumbing background, you speak to a variety of plumbers around your county, state, country, or even worldwide. Your tactics should specifically help plumbers market themselves. Remember, the people you need to speak with can be potential clients, so invite them on and speak with them.
However, speaking with powerful referrers, such as heating technicians, carpenters, and electricians, might be more valuable and often more interesting. Interviewing these professionals can lead to finding clients, powerful referrals, and joint ventures. That, in a nutshell, is overt narrow podcasting.
Covert Narrow Podcasting
The truth is, not all plumbers will be your ideal client; they need the funds to invest in your services. And it helps if you enjoy working with them. This is the essence of the ‘do you like them’ criterion.
A covert narrow podcast can be enjoyable and beneficial for your business. If you specialize in marketing for plumbers, your podcast doesn’t need to focus on plumbing.
Many plumbers likely have interests in football, cars, and fashion. Please excuse the stereotype. Nevertheless. If you share these interests, you can create a podcast that appears broad to listeners, but still serves your business needs.
Guest Selection!
Selecting the right guests is crucial. Ask yourself:
• Are they your potential clients (e.g., plumbers)?
• Do they associate with plumbers?
• Could you partner with them?
• Do they share your interests (e.g., 90s nostalgia)?
A podcast about a mutual interest, allows you to build connections without explicitly promoting your marketing services. This strategy enables memorable conversations by discussing personal experiences and passions, quickly forming bonds with your guests.
Conclusion
Ultimately, a narrow podcast, whether overt or covert, allows you to differentiate yourself. By focusing on engaging conversations and shared interests, you create a podcast that you enjoy while simultaneously growing your business.
This approach ensures that your podcast is not only a marketing tool but also a platform for building meaningful relationships.
Whenever you're ready here are 4 ways I can help you build your business with a podcast:
• Ask TOBYAI anything about 'Narrow Podcasting'
• Read/Listen to #1 best-selling book 'Narrow Podcasting'
• Check out the Profitable-Pod Method Online Course
• DM me for a done-for-you podcast strategy and production service