What to Consider before Starting a Podcast.

Have you ever had thoughts about starting a podcast?

I’ve been looking into if podcasting might be something necessary for my new start-up business, Copywriter’s Digest.

From what I’ve read, there are many things to consider before simply jumping out there with a podcast.

Of course the first order of business is ensuring authenticity and usefulness, for our audience over time. Together, we will all benefit if we can hold each other accountable to these 5 rules:

1.Be Authentic

2.Be Useful

3.Be Sustainable

4.Turn an Honest Profit

5.Don’t be Boring

Furthermore, it’s not enough to just have a podcast for the sake of having a podcast. In marketing speak, we need to come up with a unique selling proposition (U.S.P.). This is going to be quite a challenge, because I feel like it’s easy to come up with ideas that differentiate the company, however having to scale faster than copycats can keep up is giving me lots of anxiety. (Has anyone every felt like this?? — please email me your thoughts. stensland.mark@gmail.com).

And then there’s trying to grab and sustain attention while competing in the sea of many amazing podcasts.

I’m going to have to position this show to be a the top of your list, ahead of ‘The New Yorker’ ‘Freakanomics’ ‘This American Life’ Etcetera!’ “No pressure.”

All the more, I’m working on my “language.” In fact, Brian Clark from Copyblogger discourages people from using the word “podcast” or “podcaster,” because of the limiting walls it puts around your perceptions. Instead of podcast, he encourages you to use ‘show or ’show runner’ when describing and thinking about your marketing possibilities. And in terms of having a U.S.P., he substitutes the word ‘sale’ for ‘show.’ He posits that “A unique show positioning is not a nice to ­have … it’s a must have.”


In sales and marketing sometimes it’s easy to lose touch with your audience. We have so much pressure to act bigger than ourselves that we lose touch with being human. To me being human means focusing on the little things:

  • Being swift to respond to the emails — even though we don’t have a customer service agent
  • Staying involved in social media conversations — offering my opinion, as well as listening
  • Going out for a coffee with an audience member and caring about getting to know them
  • Being alert to the feedback I’m getting, in order to tailor content to best fit what our audience needs.

Bottom line: being human is one of the major principles you can hold us accountable to. this authenticity is going to henge on 3 things:

Knowing ourself- experiences, knowledge, our passion for building community with our audience

Knowing myself -the audience: your hopes , dreams, fears, challenges, etc.

And together, finding the connection between the two.

I hope that by sharing aspects about myself will help the audience take their next steps successfully in the direction of their goals. Most of us learn from example, or from others’ mistakes.


Lets face it, if I don’t deliver useful content you’re not going to want to come back. In general a podcast listener expects one or more of these 3 things: entertainment; 2-education; or something useful they can apply to their lives; 3-inspiration- to keep trucking through their journey.


Many podcasters out there remark that new podcasters are so concerned with making a direct profit from their show that they don’t acknowledge that direct profit is typically the last element of profitability. In other words most podcasts aren’t built on selling access or selling ads. Furthermore, this begs the question as to what profitability is? Profiting from this show will mean getting more our of it than the team puts in. In addition, we hope that profit in the sense of getting more value out of the time they invest in our content.

Brian Clark explains about 3 components of profitability to any show:

1. Intrinsic- How do you benefit in a completely non-monetary way from the experience of running your show?

2. Indirect- how does this show move the audience toward other profit centers

3. Direct — How much money are we going to generate from ads and access to exclusive membership?

Above all, I hope this show accomplishes everything I’ve stated it should, and that we’re able to legitimately build a reputation that leads to consulting gigs. Moreover, i hope you , the listener, benefit from these insights to solve problems and earn more money, through podcasting.