The most underutilized way to market podcasts is in the offline world. Where are your listeners when they are receptive to your show? Urinal cake advertising in sports bars is better than X/Twitter for a sports show.

Find a show with a similar audience, not necessarily the same topic.

Most people today are not fans of podcasting; they are fans of a show. Don’t assume they come back to podcasting when they finish with the show.

If you have a hundred pennies a year to spend on promoting your show, spend all of them in multiple channels over a very short period of time rather than spreading them out over the course of a year. And try promoting an episode, which seems like a lot less of a commitment than the show.

In rhetoric, we refer to a thing called the “Known-New Contract.” If you start an argument on familiar turf, you can introduce the “new” part of the argument on a firmer footing. It’s the spoonful of sugar that helps the medicine go down, kinda like this whole book.

This is the path to building habits. It’s tough growing an audience when you put out one show every week or two, take breaks, or do “seasons.” But a single feed that delivers the best thinking in marketing or sales or dentistry every day—your show on a Monday, someone else’s on Tuesday, etc.—this is a thing you can build a brand around to grow the

When you are competing against one of the large networks for earballs, you aren’t competing against a show—you are competing against a brand that stands for a thing, reliably delivers that thing across multiple shows, and delivers that thing weekly if not daily in some fashion or another.

The great thing about OOH advertising is that if you think it through, you can reach the exact ideal listener you are hoping to get to in a far more efficient way than blasting Facebook ads or social posts. Imagine you have a sports podcast (let’s say it’s better than Two Superfans Talking about the Cubs from earlier). It might be free to post

Now imagine watching two videos in a row on YouTube that are about that thing you are passionate about. What aspects or elements of your show would naturally slot in between those two things? Make that thing.