Feb 10, 2016
On this episode of Rhodes to Success, I interview Glenn the Geek, who is known as America’s Horse Husband. Glenn is a full time podcaster and the founder of the Horse Radio Network. During the show, we discuss starting a podcasting network, sponsorship, challenges, consistency, show length, and pitching sponsors.
Main Questions Asked:
- Talk about your journey from zero listeners to landing big sponsors.
- How long did it to make your first sponsorship dollar in podcasting?
- At what point should someone approach sponsors?
Key Lessons Learned:
Sponsorship
- The first sponsor came in about 3-6 months after the first podcast.
- When selling sponsorships, you aren’t selling download ‘numbers;’ you are selling the 20% of people who are actively engaged in a niche topic.
- Podcast sponsorship is not a quick fix, but rather about building a brand over time.
- The audience still needs to hear a product or service being spoken about multiple times before they engage.
- In order to get a sponsor, you have to be consistent and never miss an episode.
Challenges
- ‘Horse people’ are 2-3 years behind people in technology.
- It took 3 years before Glenn was able to quit his job and podcast full time.
- Podcasting isn’t the best way to grow your list or get effective sales, but if you do it right, you will build your brand and increase your creditability.
- The biggest misconception about people who work for themselves is that they are able to work less. Glenn puts in 60-80 hours per week.
Consistency
- The only reason listeners continue to listen to your show is because they like you. If they don’t like the host, they won’t listen.
- When you start a show, there is an unwritten contract between you and your listener.
- If you miss episodes, you have broken the contract you made with the listener in the first episode.
- Listeners feel personally violated when you break the consistency contract.
Show Length
- You are also contracting with the listener for the length of time your show is going to be.
- If your show is good enough, people will allot the time for it.
Approaching Sponsors
- Glenn doesn't sell based on CPM but rather a flat rate per episode.
- When going after a sponsor, it should be the mid-size and smaller companies who need your help to grow.
- Include the sponsors as part of the content in your show, and offer them an interview, regular segments, or a way to provide tips.
- Tradeshows in your niche are a great way to approach sponsors.
Subscribe to the show in iTunes or Stitcher Radio!
The music in today's episode was written by The Danger Os and produced by Nick Palmer. Check them out at https://www.facebook.com/thedangerosmakemusic
Links to Resources Mentioned