Over Delivering Value: The Secret Sauce for Podcast Success

Hey, it's Dave Jackson from the School of Podcasting! In this episode, I dive into what truly delivers value to your podcast audience—drawing inspiration from an episode of the Novel Marketing podcast hosted by my buddy, Thomas Umstattd Jr..

As I was driving to PodIndy, I caught myself sharing Thomas Umstattd Jr.'s episode with friends, and it hit me: why was this episode good enough for me to recommend? Today, I'm breaking down the answer to that question and sharing snippets of what I like to call "value bombs," even if that phrase is a bit cringey.

Here's what I cover:

• Why knowing your audience inside and out is key to delivering value.
• How answering your audience's burning questions (like Thomas does) keeps them tuning in.
• The importance of overdelivering—smothering your audience in value so they want to share your show.
• Why direct recommendations from listeners are more powerful than any algorithm.
• Examples of how Thomas Umstattd Jr. teases upcoming content to keep listeners coming back.
• How sharing personal stories alongside expertise can connect with your audience.
• The role of hands-on “boots on the ground” experience versus just listing facts, and how this builds authority.
• Why saving your audience time or money equals big value.
• Teasing future episodes and weaving in stories to keep people engaged.
• The impact of authenticity and showing both sides of a topic.
• My own experiment comparing human podcasting value to AI research, and why the human touch still wins.
• A quick review/demonstration of the new Zoom PodTrack P4 Next and my honest thoughts on whether it’s worth upgrading from the original P4.
• Lessons from a membership site migration disaster—and the importance of always having a backup plan for your content.

Websites Mentioned:

• AuthorMedia.com — Home of the Novel Marketing podcast.
• SchoolofPodcasting.com — My home base for podcasting education.
• Perplexity AI — An AI research tool I tested for podcasting advice.
• Sweetwater — For buying podcast and audio gear.
• Backblaze — Backup service I use for safeguarding files.
• Voomly — New video host for my membership site.
• Loom and Tella — Video tools for creating support and course content.
• Gumroad - Tool to sell digital goods.

My big takeaway? To truly deliver value: know your audience, answer their questions, overdeliver, and don't be afraid to share your own stories and expertise. When you save them time, money, or frustration, you make your podcast not only worth listening to—but worth sharing.

Takeaways:

• Delivering value means understanding what your audience actually wants and needs.
• When you smother your audience in value, they'll be much more likely to share your content.
• The absurdity of using Shopify for authors often outweighs its perceived benefits and can lead to losses.
• Kickstarter is surprisingly the best alternative for authors wanting to sell books without the hassle of Shopify.

Mentioned in this episode:

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