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Episode Info: Clients often ask me how they can promote their show to gain more listeners. Not that I’m surprised. That same question is still asked by people who've been podcasting for nearly 16 years. Clearly, some have cracked the nut. When you look at download numbers for the top podcasts --  those that get all of the advertising dollars precisely because they have the majority of the listeners -- you see that overall listenership to those big shows continues to grow.  But the average listenership for the rest of us remains relatively unchanged. That means the big shows are getting bigger, and everyone else is stagnating or is seeing tiny growth. So why is that? Why are we seeing big shows grow, but very little growth at the lower levels? There could be (and likely are) many reasons, but the one I want to talk to you about today a reality you might need reminding of:  The majority of potential podcast listeners aren't hardcore podcast listeners. Candidly, I don’t think there's much that an individual podcaster can do to increase the overall awareness of podcasting to the masses. However, that doesn't mean you should not try. You’re just one person. I'm just one person. Everybody else is just one person. But if our collective voices get loud enough, we just might be better heard by the masses. Right now, most of your podcast promotion probably leverages other podcasts and podcasters. That’s called “fishing where the fish are”, and it’s a super-smart idea. Yes, you should continue to do that. But you also need to branch out to people who aren't yet listening to podcasts. You must make sure your promotional content is attractive enough to appeal to people who are aware of podcasting but decided it's not really for them. You must make sure that what you promote is attractive to anybody who sees the promotional content. Not only do you have to do it, but your podcasting friends also have to do it. I have to do it.  Unrelated but important to me is asking you to go to and say something nice about the show. I’d really appreciate it.  If you found the information in this episode (or the hundreds of other episodes) valuable, go to And if you need help making podcasting work well for your company, my company, Simpler Media Productions, can help!  Go to or send me an email at  ----- Share this with a friend: Podcast Pontifications is published by Evo Terra four times a week and is aimed at the working podcaster. The purpose of this show is to make podcasting better, not just easier. Follow Evo on Twitter for more podcasting insights as they come. And if you need a professional in your podcasting corner, please visit to see how Simpler Media Productions can help your firm. Podcasting is our only business!...
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