Podcasts SUCK! (a podcast about how to start a podcast)

The Hidden Marketing Power of Starting a Podcast

β€’ Sebastian Rusk β€’ Episode 55

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In episode fifty-five of Podcasts Suck, Sebastian Rusk discusses how a podcast fosters a direct and personal connection with listeners, building familiarity and trust that traditional advertising struggles to achieve. 

Tune in to discover how you can leverage this "free real estate" in your audience's psyche to enhance your brand and become an integral part of their daily routines. 


TIMESTAMPS

[00:04:20] Creating a monopoly in minds.

[00:06:11] Podcasting over traditional advertising.

[00:10:36] Podcast as brand equity.


QUOTES

  • "Once they hear your voice weekly, you're not just a brand. They start seeing you as the guy or gal for that thing."
  • "You're not just recording a podcast. You're creating a monopoly in the listener's mind."
  • A podcast isn't just content, it's leverage, it's brand equity, it's free real estate in your buyer's brain."

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LinkedIn: LinkedIn.com/in/sebastianrusk/

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Speaker 1:

Welcome to Podcast Suck. A podcast about starting a podcast where we dive headfirst into the wild, wacky and sometimes frustrating world of podcasting. If you've ever sat down with a microphone, hit record and thought what on earth am I doing? Or if you're just curious about the magic behind your favorite shows, then you're in the right place. Get ready for laughs, insights and a whole lot of what not to do advice as we embark on this podcasting journey together. Let's dive in. You don't need a billboard. You don't need Facebook ads. You need a microphone and a game plan.

Speaker 1:

In this episode, I'm going to show you how a podcast gives you free real estate Free real estate in your buyer's mind and why that's more valuable than any ad campaign available. First of all, it's 2025. Are people really attentively watching or paying attention to ads? Probably not Billboards, I mean. Maybe, maybe if you're stuck in traffic. Facebook ads there's just so many of them. Now, I understand. Properly executed, they can have a solid return contingent upon what kind of product or service you're offering. But there's a lot of noise in the newsfeed a lot. And if you're renting space in someone's feed, renting space in someone's feed, you're competing. If you own space in their mind. Well then, you're winning when you have a podcast. It helps bridge the gap and build a familiar line of communication between you, the listener, potential customer, client, whatever you want to call it. But it also breeds familiarity. It also breeds trust. It makes you part of their daily routine Car rides, workouts, mowing the grass, laying on the couch, going for a walk, whatever it may be.

Speaker 1:

A podcast has the opportunity to take up mental real estate. It gives you uninterrupted time with your potential buyer and or buyer. I heard a quote once that said once they hear your voice weekly, you're not just a brand. They start seeing you as the guy or gal, for that thing Never forgot about that. It's kind of like celebrities. If you really follow a celebrity and you're a huge fan of what they do and the work they put out, you feel like you know them. Why? Because there's a relatability there. That's what a podcast gives you the opportunity to be relatable with your potential customers, clients or they may very well be your existing customers and clients, and you're just acquiring more because of the podcast. When you start putting out consistent episodes every single week, it builds brand recall, real value, builds credibility.

Speaker 1:

If somebody listens to your podcast, they like the content you're creating. They see it valuable. They automatically associate you with credible and as a brand that's very important, especially forward-thinking brands forward-thinking brands. Together those two things, they cement you as the go-to expert. That means they don't think of anybody else, they think of you.

Speaker 1:

So this isn't just a podcast. You're not just podcasting. You're creating a monopoly in their mind. Think about that for a minute. You're not just recording a podcast, you're creating a monopoly in the listener's mind. Now, here's how to start owning the mind chair. Here's what you need to do.

Speaker 1:

All this sounds great, sebastian, but what do we specifically tactical things we can do to put these in play and start making them a reality? Number one pick the number one problem that your audience, community, target market, whatever you want to call it. Pick the number one problem that they face. Next, create four episodes this month that solve a piece of that problem. This month that solve a piece of that problem One giant problem. Four specific episodes to break down that giant problem in turn, giving someone a solution.

Speaker 1:

Speak like you're talking directly to one person, because you are like we're doing right now. I'm recording into a microphone and there'll be multiple pairs of ears consuming what I have to say, but I'm talking to you specifically. Like you and I are in an airport lounge or back of an Uber or wherever, having a conversation about why you don't need advertising and ads to acquire new clients. You can do those things, but you don't have to why? Well, we've got a vehicle we like to call podcasting, and podcasting gives you the ability to build relationships with your listeners and or customers Listeners and or customers also gives you the opportunity to provide value by interviewing people that you want to build a relationship with, that you want to do business with.

Speaker 1:

And, in addition to that, as you're interviewing people that you want to do business with, you're providing valuable content by sharing their story. What is your business to? What's your story all about? Where did this all start? How did you come up with this incredible widget? People love the story behind the story. Telling that story provides massive value to your audience and to your guest. Now, this episode, we're specifically talking about why you don't have to go spend money on traditional advertising, even online advertising, advertising as we know it in 2025. Okay, this is exactly how we help our clients launch shows that dominate attention in 90 days or less. This is not just. We're not just helping people start a podcast to start a podcast, there's a lot of objective and strategy behind it Interview people you want to do business with, provide valuable content, become a better communicator, get your social media content game in check and consistent because of the podcast. By the way, that's micro content. You record a podcast episode on Zoom, you take the video, you chop it up into micro content, you post it on Reels and TikTok and LinkedIn and Instagram wherever else you hang out online. But it's a collaborative effort.

Speaker 1:

I get asked this a lot, so I bring it up a lot. Sebastian, aren't there already too many podcasts out there already? Well, aren't there too many Facebook ads out there already? Aren't there too many Superbowl ads out there already? I was thinking about that. I was listening to a podcast called the CMO Podcast Phenomenal podcast, if you're in the marketing world specifically for big brands and agencies. But they had a round table with my good friend, gary Vee and a few other CMOs Kansas City Chiefs and Duracell, battery and PepsiCo sharing their experiences. A lot of these brands won, and they won big in this 2025 Super Bowl.

Speaker 1:

But when I look back at the Super Bowl number one, these ads are being leaked way before the Super Bowl. That's like the new thing. Let's get the best bang for our buck. Let's get the best bang for our buck. Let's squeeze every ounce of juice out of the orange before it actually airs live during the Super Bowl. Now, that's a very effective strategy and has become somewhat mainstream, if you will. But I wasn't wowed by any of these commercials. I think that happens, I think, every year or so, or maybe every other year. They're okay.

Speaker 1:

And then the big one comes that everybody's talking about for weeks and weeks and weeks, but as the time I'm recording this podcast episode, it's June 2025. I couldn't tell you one brand outside of Pepsi that advertised in the Superbowl. Are they really relevant? But your podcast can be relevant. Who cares how many podcasts are out there? We're not trying to acquire a million listeners.

Speaker 1:

I saw a meme last week. My post only got 50 views. It was a picture of 50 people in a room. Drastically different contrast there. My post only got 50 views. Do you know what 50 people in a room look like? That's a pretty decent size room of people listening to you. Let's quickly recap A podcast isn't just content, it's leverage, it's brand equity, it's free real estate in your buyer's brain.

Speaker 1:

Listen, if you're tired of renting attention and ready to win and actually own some of this attention, let's have a conversation. Go over to podcastlaunchlabcom. Schedule a call with myself or somebody on our team. We can chat about what's possible in 10, 15 minutes. See if you're a fit for what we're doing for people by empowering them to launch a podcast in 90 days or less with our proven podcast launch solution. You can call this an ad, call this whatever you want.

Speaker 1:

It's my podcast about podcast. I should probably talk about the fact that we help people start a podcast. So if you own a seven to nine figure brand if you're not quite at seven figures yet maybe you hover right around that vicinity let's still have a conversation. Chat about what's possible. Getting a done for you solution is where it's at why? Because you can continue to do what you do best Run your business, host a podcast, build relationships, close more deals, spend more time with your family, do more of the things that you want and let us handle all the heavy lifting questions, thoughts, ideas, concerns.

Speaker 1:

Shoot me a dm over on instagram. At podcasts that's plural. At podcasts suck. Let me know. You found us via the podcast. You can also click on the links in my bio. If you're an existing podcaster, you want to get added to our upcoming podcast network that we're launching and currently building out. It's in beta right now, so everything's 100% free. So if you have a podcast you're looking for quality guests, head over to podcastbuildersnetworkcom. That's in my bio as well. I'll be sure to include that in the show notes of this episode. Just go ahead and fill out that Google form Type in all your show information. We're going to start playing matchmaker once we get to 100 shows, and we are rapidly approaching that.

Speaker 1:

So any ideas, feedback, questions about this episode, any episode on the podcast? Please shoot me a DM over on Instagram. I am here to help Until next time, friends, thanks so much for tuning into this episode. We sure do appreciate it. If you haven't done so already, make sure you're subscribed to the show wherever you consume podcasts. This way, good updates as new episodes become available. If you feel so inclined, please leave us a review and share the show with someone you know should start a podcast or may already have one. And remember podcasts suck if you don't have one. Until next time, friends.

People on this episode