Episode 9
9. Positioning Your Podcast For Success
Let's get this straight right now. If you don't have your podcast positioned right, it won't be the lead magnet you want it to be. If you want to establish yourself and putting yourself in the place where your potential clients most need you, there are some things you can do to improve your positioning.
When you get crystal clear about what your podcast is about and who it's for, then your audience will be exactly the right people. In this episode I'll give you some steps you can take to get your podcast positioned directly in front of the right people.
If you are ready to create a podcast that pays for your business, head over to www.podcastthatpays.com
Follow me on Instagram @angiemjordan
Join us over in my Facebook Group- Launch Grow Explode Your Podcast.
Music credit: Mavericks by Harrison Amer. A Podcast Launch Bestie production
Transcript
So what I'm about to share with you is probably gonna make your
Angie Jordan:eyes roll in the back of your head, and you're probably not gonna wanna hear
Angie Jordan:this, but I have to go deeper and talk to you about one of the core pieces,
Angie Jordan:the beginning core piece that I think that it takes in order to create a
Angie Jordan:successful podcast that is going to work for your business, and that is your.
Angie Jordan:Positioning, right?
Angie Jordan:So what does that mean?
Angie Jordan:What does positioning mean?
Angie Jordan:Why does this matter for your podcast?
Angie Jordan:Right.
Angie Jordan:it's all about you establishing yourself, you putting yourself in
Angie Jordan:the place where your clients, your idol, ideal clients, most need you.
Angie Jordan:Most need you.
Angie Jordan:So it's about being clear.
Angie Jordan:It's about making sure that people can easily identify with needing what
Angie Jordan:you're talking about in your podcast.
Angie Jordan:How are you creating that?
Angie Jordan:How are you creating something like that, right?
Angie Jordan:It's about coming in and meeting people where they are being
Angie Jordan:the answer to their solution.
Angie Jordan:How are you doing that?
Angie Jordan:Through your podcast, through your podcast title, through episode titles,
Angie Jordan:through the content that you're even gonna discuss on your podcast.
Angie Jordan:How are you doing that?
Angie Jordan:Right?
Angie Jordan:Because this is what you need to do.
Angie Jordan:Your positioning creates clarity around who you serve.
Angie Jordan:It explains to your audience why you are gonna be the best option for them.
Angie Jordan:It makes them clearly see.
Angie Jordan:That this is what they need.
Angie Jordan:And so as we're talking about what they need, right now, we're talking about the
Angie Jordan:product being your podcast, but then even further, we're talking about the product
Angie Jordan:that you're gonna sell from your podcast.
Angie Jordan:But people need to know, people need to see if you are the solution
Angie Jordan:that they're looking for easily.
Angie Jordan:So what are some of the elements of positioning?
Angie Jordan:I just said the name.
Angie Jordan:How to name your podcast, the name that you choose for your podcast,
Angie Jordan:the content, what you talk about, how you title your episodes, what things
Angie Jordan:you write on that page that help to position you, your cover art, all of
Angie Jordan:those things play into your positioning.
Angie Jordan:So let me just take, give you a little example so you can
Angie Jordan:understand what I'm talking about.
Angie Jordan:I have a.
Angie Jordan:Private podcast and my private podcast.
Angie Jordan:Um, the first one that I did was called How to Launch a Successful Podcast,
Angie Jordan:how to Grow a Podcast For Your Business in 2020 or something like that.
Angie Jordan:Right.
Angie Jordan:And it did well, I had a lot of people come to the podcast.
Angie Jordan:I used it to generate sales.
Angie Jordan:did really, really, really well.
Angie Jordan:But then I changed the name.
Angie Jordan:I changed up the content a little bit, and the name that I
Angie Jordan:chose was Goodbye Social Media.
Angie Jordan:Hello podcast.
Angie Jordan:And guess what happened?
Angie Jordan:The shit went crazy.
Angie Jordan:These shit went fucking crazy.
Angie Jordan:Why?
Angie Jordan:Because I had my finger on the pulse of what my audience was experiencing at this
Angie Jordan:time, which was, Social media burnout.
Angie Jordan:Everyone was feeling burnt out.
Angie Jordan:Everyone was feeling like they were tired of doing this shit.
Angie Jordan:Everyone felt like they had to dumb the shit down.
Angie Jordan:Everyone.
Angie Jordan:This is when the like explosion of like doing reels and TikTok and all this
Angie Jordan:stuff was happening and people started feeling like it got harder and harder
Angie Jordan:to be seen on social media and like you had to dance and point at things
Angie Jordan:and do stupid shit to get attention and people were feeling over it.
Angie Jordan:So I positioned that private podcast in the place and met the people
Angie Jordan:where they were in their frustration.
Angie Jordan:So when people saw that name, when they saw that title, they
Angie Jordan:jumped all over it because they were like, Ooh, this is for me.
Angie Jordan:So, What happens when a lot of people launch their podcast is we go into,
Angie Jordan:if I had a nickel for everyone who tells me in their podcast when they're
Angie Jordan:starting their podcast, I just wanna talk about all the things that I don't
Angie Jordan:get to talk about, like all the time.
Angie Jordan:I wanna talk about the real shit about business.
Angie Jordan:I wanna talk about all the behind the scenes stuff.
Angie Jordan:I wanna talk about the things that people don't see.
Angie Jordan:I wanna talk about, blah, blah, blah, blah, blah.
Angie Jordan:I wanna talk about your mama, sister, cousin, Pooky, M, all of them, right?
Angie Jordan:Like, I get these, like that's the very first thing most people tell me
Angie Jordan:when they wanna start their podcast.
Angie Jordan:And I'm like, God damn it, no, no, do not do that.
Angie Jordan:Do not start, do not do that.
Angie Jordan:Why?
Angie Jordan:Let's take it back to what it is that you actually want your podcast to do for you.
Angie Jordan:if you don't care, you wanna come in, it's this hobby.
Angie Jordan:It's fun, it's cool.
Angie Jordan:You wanna talk about all those things because that's what you wanna do.
Angie Jordan:Then go for it.
Angie Jordan:But if you want to turn your podcast into a lead generating machine tool
Angie Jordan:for your business, then you have to be more, you have to be way, way,
Angie Jordan:way, way more strategic than that.
Angie Jordan:So if you do wanna make money from your podcast, if you want this to be something
Angie Jordan:that works with your business, like.
Angie Jordan:You have to think about this in a different way, and it's not because
Angie Jordan:I'm trying to restrict you, make you niche down, which people hate that word.
Angie Jordan:Like I, I don't know why it's so offensive to niche down because in
Angie Jordan:reality, nicheing down has been the like single most beautiful thing
Angie Jordan:that I have ever done in my business.
Angie Jordan:It helps me with clarity on my messaging.
Angie Jordan:It helps me be really clear on who I'm talking to, what I'm offering.
Angie Jordan:Like it makes my marketing so much clearer for me and it makes my messaging
Angie Jordan:and my brand so much clearer for the potential people who are out there
Angie Jordan:wanting to buy the shit that I sell.
Angie Jordan:It does both, and so that's what we're wanting from the podcast.
Angie Jordan:Right?
Angie Jordan:And people Get sidetracked with thinking this is the place that we can, like
Angie Jordan:fiddle, fiddle, I don't know where that word came from, but fiddle, around.
Angie Jordan:I don't know, but like that's where people are always coming.
Angie Jordan:Like they, they always wanna do all this extra shit and I'm like,
Angie Jordan:listen, I know where this road leads.
Angie Jordan:This road leads to the land of pod fades.
Angie Jordan:This road leads to not getting any ROI in quitting this road Leads to.
Angie Jordan:Not getting any results that you're wanting from your podcast, if you're
Angie Jordan:okay with that, if you're okay with your hobbyist and being a hobbyist
Angie Jordan:and waiting until you can grow a big listenership, so then you can possibly
Angie Jordan:get sponsors and blah, blah, blah, and you don't wanna sell your own shit,
Angie Jordan:yada, yada, yada, by all means, talk about all the things that you want.
Angie Jordan:But if you are trying to, draw the shortest line from point A to point
Angie Jordan:B, which is from starting your podcast to it paying you, getting you money,
Angie Jordan:getting you the leads that you need to create money in your business, then you
Angie Jordan:need to be positioned in the right way.
Angie Jordan:it needs to be very, very, very clear.
Angie Jordan:So one of those examples is like, what is the market needing most right now?
Angie Jordan:How can you capitalize on what's going on in your market?
Angie Jordan:You could be a, a business coach, but the main struggle you're seeing maybe
Angie Jordan:is specifically around social media.
Angie Jordan:Maybe you're really good at that.
Angie Jordan:So maybe your podcast is all about when you start out.
Angie Jordan:It could be all about selling on social media.
Angie Jordan:And I know that that feels limiting for a lot of people, but what that does is
Angie Jordan:that gives you, like laser focused people.
Angie Jordan:It, it's going to have people that are warmer, more ready
Angie Jordan:to buy what you're selling.
Angie Jordan:You're gonna be clearer, your content is gonna be super laser focused, and that
Angie Jordan:is going to be a powerful thing for you.
Angie Jordan:as you grow, you can always expand, change, rebrand, change
Angie Jordan:the name, all of that stuff.
Angie Jordan:You can do all of that stuff, right?
Angie Jordan:But if you can come in at some kind of angle, you know, something
Angie Jordan:creative, something different, then that is going to help you stand out.
Angie Jordan:Number one, because there's a million.
Angie Jordan:Business Coach podcast.
Angie Jordan:So how can we be different?
Angie Jordan:How can we show our approach?
Angie Jordan:How can we highlight how we do things differently and
Angie Jordan:meet people where they need?
Angie Jordan:Right?
Angie Jordan:So, It's also about being as clear as possible.
Angie Jordan:So stop trying to be so clever, like stop trying to be so clever.
Angie Jordan:Stop trying to name your podcast after you stop trying to name it and do things that
Angie Jordan:we don't even know what the fuck it is.
Angie Jordan:Like as clear as you can be, the better starting out.
Angie Jordan:So when you're clear, right, you want it to be clear and concise.
Angie Jordan:This is what it is.
Angie Jordan:This is who it's for, this is what it's about.
Angie Jordan:We only have a few seconds to even capture someone's attention.
Angie Jordan:We have to capitalize on those seconds that we have.
Angie Jordan:I want someone to see my show and immediately know that this is for
Angie Jordan:them, but you know the benefit of that.
Angie Jordan:Is that if I would just go on and say, okay, I, you know what?
Angie Jordan:I don't wanna restrict my podcast and just talk about podcasting
Angie Jordan:because I do so much more than that.
Angie Jordan:I'm a marketer.
Angie Jordan:I know how to market the shit out of things, right?
Angie Jordan:I know how to build an online business and market it, and so I
Angie Jordan:can do, and I do social media well.
Angie Jordan:So there's a lot of things I could just, gone into my podcast and said, you know
Angie Jordan:what, I wanna talk about all the things.
Angie Jordan:I do not wanna stay focused on podcasting.
Angie Jordan:Right.
Angie Jordan:Well then when I have people listening who are maybe interested
Angie Jordan:in social media, maybe interested in, you know, such and such.
Angie Jordan:They're interested in all these different things.
Angie Jordan:And so when I'm telling them, Hey, if you wanna start a podcast, come
Angie Jordan:over to the podcast that pays.com.
Angie Jordan:Are they really gonna resonate with coming over to podcast@pays.com?
Angie Jordan:Like, are they really targeted?
Angie Jordan:Are they as targeted as they are going to be?
Angie Jordan:When I name my podcast, podcast that pays and I tell you, it's a podcast about
Angie Jordan:launching a podcast for your business.
Angie Jordan:I know by default, if you come to my podcast and you listen,
Angie Jordan:you're thinking about a podcast.
Angie Jordan:You want a podcast like You Ain't Coming to my podcast.
Angie Jordan:If you don't want a podcast, you ain't coming to my podcast
Angie Jordan:to learn on social media.
Angie Jordan:So then when I know when I put those offers in front of you, I
Angie Jordan:know that's exactly what you're looking for, Does it make sense?
Angie Jordan:So that's why you need to be clear, be concise.
Angie Jordan:Be exactly what you are.
Angie Jordan:if you can come at this at some kind of creative angle, come at it at a creative
Angie Jordan:angle, but just be clear about it.
Angie Jordan:People need to easily identify that this is for them.
Angie Jordan:the easier you can make it, the better.
Angie Jordan:One of my favorite names of a podcast is called How to How to Podcast, and I mean,
Angie Jordan:I don't know how much clearer you can get.
Angie Jordan:I'd rather clear and concise than clever.
Angie Jordan:I want people to know.
Angie Jordan:I don't want them to come to the Angie Jordan show because who the fuck
Angie Jordan:knows what the Angie Jordan show is?
Angie Jordan:Who knows what that's even about?
Angie Jordan:okay, maybe once I build up my brand, maybe I transition this.
Angie Jordan:Like Chris Hard used to listen to his show all the time.
Angie Jordan:His show used to be called For The Love of Money, and now his show
Angie Jordan:is called He Transitioned, and it's called the Chris Harder Show.
Angie Jordan:And that was because he grew out of that and now he was
Angie Jordan:growing into his personal brand.
Angie Jordan:But that's how he started out.
Angie Jordan:He started out in that way.
Angie Jordan:And I just want you to know, like don't be afraid to do that.
Angie Jordan:You don't have to stick with the same thing forever.
Angie Jordan:You get to grow and evolve.
Angie Jordan:And a matter of fact, you will grow and evolve as you grow with your podcast.
Angie Jordan:things will change.
Angie Jordan:It's okay, but when you're starting out, if you can be super clear,
Angie Jordan:concise on what you're doing.
Angie Jordan:That is what you wanna do.
Angie Jordan:You wanna position yourself for where you are now, where you are right now.
Angie Jordan:Stop trying to look ahead at what you might do in the future.
Angie Jordan:Who do you serve right now?
Angie Jordan:What do you have that you wanna sell right now?
Angie Jordan:That's how I want you to think about when you're creating this.
Angie Jordan:Not like, oh, later down the line, I might wanna be a business coach, or later down
Angie Jordan:the line, I might wanna incorporate this.
Angie Jordan:I don't care about down the line.
Angie Jordan:What are you doing right now?
Angie Jordan:That's what you need to be thinking about.
Angie Jordan:That's how you need to position yourself, right?
Angie Jordan:Like I know that one day, like I wanna be a thought leader on marketing and business
Angie Jordan:and eventually wanna talk more about that.
Angie Jordan:And this is not the podcast for me to do that, but it might grow into that.
Angie Jordan:I might grow into starting talking more about marketing on this podcast.
Angie Jordan:Then I might rebrand and it could become all marketing.
Angie Jordan:Who knows?
Angie Jordan:Then I might rebrand and it become my name and where I'm talking about thought
Angie Jordan:leadership on all these things, who knows?
Angie Jordan:But for right now, this is the thing that I'm doing, and so right now I'm gonna
Angie Jordan:position myself for where I am right now, not where I might be in the future.
Angie Jordan:Okay, so this is important for you if you want to be more visible
Angie Jordan:to the people who need you.
Angie Jordan:You can always reposition or rebrand later if you feel that it's needed.
Angie Jordan:And so I want you to think about these questions.
Angie Jordan:Okay?
Angie Jordan:Then I'm gonna stop giving you what?
Angie Jordan:Talking to, I'm gonna leave you with these questions, to help you position yourself.
Angie Jordan:Number one, what do you wanna sell most?
Angie Jordan:What is it that you want to sell?
Angie Jordan:You can always start there when you're creating your podcast that pays.
Angie Jordan:So remember that if you're creating a podcast that you wanna make you money,
Angie Jordan:starting with what you wanna sell is kinda a good place to start, don't you think?
Angie Jordan:I think right.
Angie Jordan:Number two, what would my ideal client be searching to find this solution?
Angie Jordan:put yourself in those shoes.
Angie Jordan:What would they be searching for out there to be able to land
Angie Jordan:on your podcast, your content?
Angie Jordan:What is your ideal client that wants to buy that thing that you saided?
Angie Jordan:Number one, what are they searching for?
Angie Jordan:How can you incorporate that into how you're creating your show?
Angie Jordan:Number three, how can I communicate this as clear as possible?
Angie Jordan:Will my ideal clients be able to easily identify that this is for them?
Angie Jordan:That's a good ending point, right?
Angie Jordan:there.
Angie Jordan:So I'm leaving you with those questions.
Angie Jordan:If you enjoyed the show, come over to my Instagram or if you want to give me
Angie Jordan:any answers to those questions or ask me any questions, come to my Instagram.
Angie Jordan:I love it when you come to my Instagram DM me.
Angie Jordan:My Instagram is at Angie m Jordan.
Angie Jordan:I'm happy to help.
Angie Jordan:Come ask me a question this episode.
Angie Jordan:Tell me you listen to the positioning episode and you have a question.
Angie Jordan:I will freaking answer you literally in my dms if you need help.
Angie Jordan:Okay, so come on over and I will see you in the next episode.