So, you’re thinking about how to start a podcast? Great. Podcasting can be a powerful way to build your personal brand, share your ideas, and connect with like-minded people.
But here’s the first reality check: no one’s going to line up for an interview on your show just because you hit “record.” At least, not at the beginning. If you’re an entrepreneur, a coach, a content creator, or someone with a voice that’s burning to be heard — podcasting can absolutely be your platform. But only if you’re willing to hustle smart, learn fast, and adapt.
Hard Truths
There are over 5 million podcasts in the world right now, with 150 million total episodes and around 500 million listeners. Sounds promising, right?
Well, here’s the catch:
According to The Wall Street Journal, 35% of all podcast listeners go to just the top 10 shows. The next 14 podcasts (ranked 11–25) get 13.3%, the next 74 take another 13.3%, and so on. Eventually, the next 500 shows fight for just 5% of listeners — while the remaining 4.99 million podcasts compete for the last 18% of the pie.
That’s who you’re up against. So why even start?
Because right now, more than ever, you have an edge: AI.
Rule #1: Never Start a Podcast Just to Make Money
If you’re expecting to get rich off your first 10 episodes — it’s time to pause and rethink.
You should start a podcast because:
- You have a message you care about.
- You enjoy the process of talking, learning, connecting, and creating.
- You’re ready to play the long game.
If money comes later, great. But it can’t be your only goal — because you’re up against millions of creators, and only the most passionate and consistent break through.
2. Rule #2: Choose a Topic You Can Go Deep On
Start with what you know and love.
Make a list of topics you:
- Know a lot about / are passionate about
- Can talk about endlessly without getting bored
Think of niches like:
- Parenting and raising kids
- Finance, money, and investing
- Crime, history, or the military
- Family and relationships
- Sports, movies, or music
You don’t need to be a generalist from day one. Start narrow. Go deep. Build authority. Then, once you’ve earned trust, you can go wide.
Rule #3: Define Your Outcome
What do you want out of this? We’ve already said money shouldn’t be the first goal — so what is?
- Is it fun?
- Is it curiosity, a way to explore things that interest you?
- Is it documentation — something your kids can watch 10, 20, or 30 years from now?
- Is it to attract like-minded people to your business, brand, or mission?
Take a moment. Grab a piece of paper. Write it down. Remember that significant growth doesn’t happen overnight — but it starts with clarity of purpose. So… what’s your why?
Rule #4: Be Yourself — Always
This one sounds simple, but it’s where a lot of people mess up. Too many new podcasters try to imitate someone else — their tone, their jokes, their energy. Don’t do that. The best podcasts in the world are led by hosts who are 100% themselves:
- Lex Fridman is calm, thoughtful, and curious.
- Joe Rogan is laid-back and asks raw, real questions.
- Call Her Daddy leans into bold personality and culture, etc.
Each one has a distinct voice — and it works because it’s real. You don’t need to “act” like a podcaster. Just talk how you talk. Be the version of you that your close friends respect and strangers can connect with. Whether your energy is high, low, or somewhere in between — own it. Authenticity beats performance every time.
Rule #5: Start Small with Local Guests
When starting a podcast, resist the urge to immediately pursue high-profile guests like celebrities, politicians, or industry giants. New podcasters often dream of landing big names to boost their show’s visibility, but this approach is unrealistic and sets you up for frustration.
Instead, focus on interviewing local, everyday people who have compelling, relatable stories. These could include:
- Small business owners
- Community figures
- Regular people with unique experiences
Stories from regular people resonate with listeners, especially early on when you’re building a loyal audience. Small guests don’t expect polished production, giving you room to refine your interviewing skills, editing, and format without pressure. Starting small helps you manage expectations and focus on consistency.
Rule #6: Secure High-Profile Guests and Partnerships
To land high-profile guests or form partnerships, focus on building relationships by providing value first, rather than just asking for their time. Big names won’t join a new podcast without incentive. Here’s how to do it:
- Research Their Goals: Identify what the guest is promoting through their social media, interviews, or recent projects.
- Offer Specific Help: Propose a clear way to support them, like driving app downloads or promoting their work to your audience. Avoid vague promises.
- Prove Yourself: Deliver results to build trust.
- Be Patient: High-profile guests may take time. Follow up respectfully after delivering value.
- Make It Memorable: Prepare thoughtful questions and add a personal touch.
To make high-profile guests or partners feel valued and create a memorable experience, offer exceptional hospitality through personalized, meaningful gifts tailored to their interests. Avoid generic or self-promotional items like branded merchandise, especially if your podcast is new or small (e.g., with 66 or even 100,000 subscribers). Instead, focus on authentic gestures that leave a lasting impression.
The gift should reflect effort and care, signaling that you value their time. This fosters goodwill and strengthens the relationship.
Rule #7: If You’re Small, Move First
Waiting for guests to come to you? You’ll be waiting a long time. One of the most powerful pieces of advice from successful podcasters is to go to them.
Travel if you have to. Stack interviews. Build a backlog of episodes so you’re not scrambling week to week. Some of the biggest podcasters today, including those already dominating on Spotify and YouTube, still travel the world to get the best interviews.
The Best Audio Formats For Podcasts
Rule #8: Leverage the AI
To stand out as a podcaster, elevate your interviewing skills by using AI tools to craft unique questions and mastering follow-up questions to uncover deeper insights. Start by leveraging ChatGPT, to generate creative prompts, such as “What are the 10 most unique questions to ask [guest]?” or “What are five fresh angles on [topic]?”
However, to compete with top-tier podcasts, go beyond AI’s initial suggestions. Ask thoughtful follow-ups that dig into emotions and personal experiences—like “How did that moment make you feel?” or “What did [person] say when you discussed it later?” These layered questions (the “why of the why”) reveal authentic, compelling stories that captivate listeners.
Your competition is using these tools. So, combine them with your curiosity and persistence to ask the 2nd, 3rd, or even 8th follow-up question that unlocks a memorable answer.
Rule #9 Study Great Interviewers
To become an exceptional podcaster, study the techniques of master interviewers across diverse fields. Watch how they ask questions, build rapport, and elicit powerful responses. Learn from:
- Football Coaches: Observe their strategic thinking and ability to inspire during interviews.
- Comedians: Study old-school Johnny Carson clips to see how he uses humor and timing to draw out guests.
- Talk Show Hosts: Analyze David Letterman’s knack for asking tough, probing questions or Howard Stern’s bold, challenging style.
- FBI Hostage Negotiators: Note their skill in de-escalating tension and coaxing answers through careful questioning.
These professionals share a unique ability to connect, engage, and uncover deep insights. Spend time studying their interviews, speeches, or interactions to identify their pacing, tone, and question phrasing. This edge—learning from diverse, high-stakes communicators—will surely elevate your podcast interviews beyond the ordinary.
Rule #10: Use Protective Speech
When podcasting, especially on controversial topics like politics or true crime, use careful, protective language to avoid being “canceled” or penalized by platforms.
Instead of making bold, absolute claims (e.g., “I guarantee these people are lying”), use neutral words like “allegedly,” “possibly,” “maybe,” or “I’m speculating,”. This invites listeners to think critically without putting you at risk of strikes or bans.
Saying “I don’t know, maybe I’m wrong, but here’s what I think” is safer than definitive statements. Bragging about being canceled multiple times signals poor communication skills, not success. Deliver your message thoughtfully without sensationalism to maintain credibility and keep your podcast safe. Learn to communicate effectively to grow steadily without resetting to zero.
Rule #11: Prioritize Preparation
Effective podcasting starts with thorough preparation and learning from feedback. Use affordable tools like Fiverr to hire researchers or AI platforms like ChatGPT to gather unique insights and angles for your episodes. This helps you craft compelling content without missing key details.
Keep initial costs low—avoid spending heavily on fancy equipment. Start with basic cameras and audio gear, then invest more after 50-100 episodes when you’re established.
Read your comments, especially early on, to understand your audience. Pay attention to constructive feedback from regular listeners (your “true fans”). They’ll highlight blind spots, like what works or doesn’t, and guide improvements. Run polls or engage with their input to refine your content, ensuring steady growth without breaking the bank.
Rule #12: Stay Consistent
Consistency is key to building a successful podcast. Many new podcasters start strong but lose momentum, releasing episodes sporadically—three in a week, none for months. This kills growth.
Commit to a realistic schedule and stick to it. Top podcasts (e.g., in the top 10,000) release consistently—once a week, every week. Start with one episode per week if that’s manageable, then scale to two or three only if you can sustain it for a year.
Avoid overwhelming yourself with an ambitious schedule like four episodes a week unless you’re certain you can maintain it. Track what works and learn from flops, but above all, stay steady to build a loyal audience over time.
Rule #13: Choose a Co-Host for Dynamic Debate
If you’re podcasting with a co-host, pick someone who challenges your views to create engaging, debate-driven content. Avoid a co-host who mostly agrees with you, as this leads to dull episodes that even your best friend won’t watch. Instead, prep together and identify topics where you differ.
For example, discuss a controversial story. This creates tension, conflict, and entertainment, drawing listeners to pick sides. Plan four topics per episode, ensuring some spark debate. A good co-host brings diverse perspectives, fostering lively discussions that keep your audience hooked.
Rule #14: Analyze Data
Track and analyze your podcast’s performance data to refine your content and grow your audience. Platforms like YouTube’s Creator Studio provide insights into viewer behavior—when people drop off, which moments peak, watch time (e.g., 28% vs. 48% retention), likes, dislikes, and subscriber growth. Study these metrics to identify what works and what doesn’t.
Compare your data to top podcasts to spot common traits in high-performing episodes. Use these insights to adjust your approach. Regularly review data to uncover blind spots and make informed improvements.
Rule #15: Start and End with a Clear Call to Action (CTA)
Every podcast episode needs a call to action (CTA) to engage your audience and drive growth. Decide your CTA before recording—like asking for a thumbs-up, subscribing, commenting, or downloading an app.
For example, start your episode by stating the CTA (e.g., “If you love today’s episode on XYZ, give us a thumbs-up and subscribe”). Repeat it naturally at the end (e.g., “If you got value, hit that subscribe button”). Make it organic, clear, and tied to your goal, like hitting 100,000 subscribers or encouraging comments.
A consistent CTA builds audience habits and boosts engagement over time.
Ready to Hit Record? Start a Podcast!
It’s an exciting journey that requires strategy, persistence, and adaptability. Start small, stay consistent, and keep leveling up. With the right mindset, smart tools, and a dash of courage, your podcast can cut through the noise and reach the right audience.
🎧 And here’s a bonus tip: If you ever need to convert audio files, compress large video clips, or turn transcripts into PDFs — an online file converter can save you tons of time. Tools like these are especially handy when you’re juggling different file formats for publishing and promotion.
Now go make something great! 🎙️