The Secret to a Podcast People Can’t Stop Talking About
Episode 304 | Insider Secrets to a Top 100 Podcast | Courtney Elmer
Featured Guest
Jeremy Enns is the founder of Podcast Marketing Academy where he helps underdog creators and challenger brands punch above their weight by engineering scrappy, yet sophisticated podcast growth & revenue generation strategies and step-by-step marketing schematics. He’s originally from the cold, barren Canadian Prairies but now lives in sunny Barcelona.
The Secret to Growing a Podcast People Can’t Stop Talking About
Starting a podcast?
Easy. Growing a podcast? Not so much.
Jeremy Enns, my friend and podcast marketing genius, joins me in this episode to break down why so many shows stall at 28 downloads per episode—and, spoiler alert: it’s not because your content isn’t “good enough.”
It’s because, in podcasting, there’s no magic formula for growth. So, if you’ve been waiting for the listeners to show up just because you hit publish, buckle up. We’ve got some hard truths to unpack.
The Myth: "Just Start and It’ll Grow"
We’re told podcasting is a “fast track” to business growth, influence, and a loyal audience. But between us? Most people who promise you overnight results are trying to sell you something. Yes, when done right, a podcast will grow your business and influence—but it won’t happen overnight.
“There is literally nothing you can do that will 100X your podcast from one week to the next,” Jeremy says. “It’s a long play.” But as long as you understand that going into it, you’re setting yourself up to succeed.
Why Simply Publishing Content Won’t Lead to Rapid Podcast Growth
It doesn’t matter how much time you spend perfecting each episode—if your podcast doesn’t communicate to listeners why they should care before they hit play, it will be very difficult to grow your podcast.
“People think all they need to do is start and publish, and the audience will magically appear,” Jeremy says. “But that’s not the case.”
You can have outstanding content, but if you don’t nail the show concept, it’ll be hard to get people interested in listening.
So if you’re thinking of starting a podcast, instead of just thinking about what topics you want to cover, focus on how you’re going to make those topics stand out. What’s going to set you apart? Are you offering a fresh perspective, or just repeating what’s already out there?
And if you’re already podcasting, it’s never too late to refine your concept and create a stronger, more unique angle that grabs attention and keeps listeners coming back for more. (Case in point: I’ve rebranded this show no less than four times for that exact reason).
The Real Reason Most Podcasts Stall at 28 Downloads
Why do most podcasts stop growing at 28 downloads an episode? Simple: The value isn’t clear enough.
If potential listeners don't immediately see the benefit of tuning in, they’ll scroll right past.
This boils down to psychology: Think about it—why do you interact with some content on social media but not others? Do you ever stop and ask yourself what made you click, comment, like, or share? Do you stop to think about why you scrolled past certain posts? Of course you don’t. It’s automatic.
In the same way, you want listeners to automatically choose your show without even thinking about it—and the split-second decision to hit play that has to happen so naturally, so effortlessly, that it’s unconscious. And that’s where many shows fall short.
Like Jeremy says, “Most shows are getting impressions—but not clicks. A show might be getting hundreds, maybe even thousands of views a month—but if it’s not getting clicks, something isn’t working.”
So, what’s the key to getting them to choose your podcast over your competitors? Usually, it comes down to the 5 Podcast Content Gatekeepers™ that a listener has to go through before deciding whether or not to hit play:
- Your Podcast Cover Art
- Podcast Name
- Podcast Description
- Episode Titles
- Episode Descriptions
If any of these aren’t grabbing attention or clearly conveying your show’s value, listeners will move on to something else. But if you get them right, you’ll increase the odds of listeners clicking on your show—and coming back for more.
How to Take Your Show Concept from Basic to Brilliant
So, how do you stand out? Jeremy hits the nail on the head: “You need to zoom in on a smaller, more unique angle. The more specific, the better.”
What’s the one thing no one else is covering? Something people crave, but aren’t getting anywhere else. “Health and wellness expert interviews” have been done a thousand times. But imagine a show about how the first five minutes of your day shape your health. Bring on guests to share their five-minute morning routines, dive into why they do them, and explore how those habits set the tone for their day—and their lives. That’s different. That’s new.
Here’s the key: Find that unique angle that listeners will instantly recognize as yours. It should be so distinctive that when people hear it, they’ll think, “I’ve never heard anything like this before.”
400;">yours. It should be so distinctive that when people hear it, they’ll think, “I’ve never heard anything like this before.”
Once you’ve nailed it, your podcast no longer blends into the crowd—it becomes the kind of show people want to share with friends, colleagues, and followers. It’s the podcast they’ll recommend like they’re sharing the latest must-read book or hidden gem restaurant.
This is how you build recommendability—how you make your podcast something people can’t stop talking about. So ask yourself: What can you offer that no one else is? What fresh perspective or niche can you own that will make listeners say, “I need to check this out—and tell everyone I know about it”?
How to Use Competitor Analysis to Find the Gaps in Your Niche
How do you build a show like that? Do your homework and don’t rush to launch it. Before you hit ‘publish,’ you need to know exactly what’s happening in your niche.
Jeremy shares his method: “I listen to at least 10 shows in my space. I want to know everything: the format, vibe, who they’re targeting. Then, I ask myself, ‘What am I doing that’s different?’”
This is about identifying the content gaps so you can carve out your unique space in your niche. “If everyone’s talking about the same thing,” Jeremy says, “I’ll make a note to never talk about that. And I’ll figure out what isn’t being talked about—that’s the real secret to a podcast that gets recommended.”
Seek the Feedback You Don’t Want to Hear
Honest feedback can be brutal. But when it comes to growing a podcast, it’s also essential.
Jeremy’s advice: Don’t ask your mom, your friends, or even your social media followers what they think. Get feedback from someone who truly understands the craft of podcasting.
“I had Courtney sit me down and ask me to roast her podcast,” Jeremy laughs. And I sure did. It wasn’t comfortable—but I knew that’s where the growth happens.
So, don’t shy away from those hard truths. And don’t ask your friends unless they really get what makes a podcast work. Honest feedback is the key to iterating and improving faster.
Ready to stop guessing? Dive into the competitor research that others are too lazy to do. Spend time refining your show concept so that it’s something listeners can’t get anywhere else, solves a REAL problem, and positions you as the go-to expert in your niche. Then, optimize your show packaging, improve your content structure, and create a marketing plan that gets your podcast into the feeds of more listeners who need to hear it.
Yes, it takes work. Yes, you'll need outside guidance from a trusted expert who understands what it takes to stand out in podcasting. But is it worth it if your goal is to have a bingeworthy podcast that actually grows your business? Also yes.
And if you want to dive even deeper into the psychology of attracting engaged listeners from the start, hit “Follow” for Insider Secrets to a Top 100 Podcast on your favorite podcast app so you never miss a new episode.
Or if you’re an established coach, consultant, or creator who’s ready for a proven strategy to build a bingeworthy top podcast that grows your business, book a free strategy call with our team to find out if you’re a fit for PodLaunch® — we’re here to help.
Up Next:
Speaking of growing a podcast, forget the "give everything away for free" advice you've probably heard (spoiler: it's a fast track to undercutting your profits). In the next episode, Jeremy Enns joins us back to share his expert take on how to create a podcast content strategy that leads your audience to the point of sale without coming across as salesy.
We’re breaking down how to align your content strategy with the business model that’s right for you, and the metrics you need to track to see if your content is actually converting.
So if you want to turn your podcast (or podcast-to-be) into a revenue-generating machine, don’t miss the next episode.
