I’m currently reading Tim Sanders The Likeability Factor. I came across a chapter called Unlikeability Doesn’t Work, where Sanders describes the 4 reasons why being unlikeable can not be an option in our modern world.
I decided to take a spin on Sanders’ unlikeable factors and turn them into reasons why using these factors can make you a really effective podcaster. Aside from frequency, length and content, here are elements I believe make a podcaster effective and relevant in our modern world:
- Effective podcasters desire long term results, not quick hits. Building relationships with other podcasters, building their platform and building a loyal base of listeners can only be done over the long haul. In his book The Long Tail, Chris Anderson argues that the long tail effect has much more of an impact on businesses than does the one hit wonder. With limited budgets, effective podcasters understand that popularity is built over the long haul and that the quick hit is no longer good for business. Effective podcasters understand that success is measured, not by links and clicks, but through long shifts, moments of time ticking away while you rise in popularity.
- Effective podcasters measure success not by number of listeners, but by involvement. People desire to belong to something. This is something that Andrew Michael Barron has been saying in his presentations recently. Belonging is one of the steps on Maslow’s Hiearchy of Needs. Individualism is dead on the internet, especially when it comes to using social media tools. Just because I’m the sole podcaster on my podcast doesn’t mean I’m alone. People comment on my blog, call my comment line and send me emails. They’re involved in my dialogue, although I set the tone. Yet, I don’t control the outcome of that conversation. Effective podcasters don’t measure success using an outdated ROI model, instead, they measure success using a ROLI method – return on listener involvement.
- Effective podcasters understand that physical boundaries don’t exist. A podcast is created that doesn’t speak to any one culture or way of life (not unless the podcast is specific to a particular group eg. gays, republicans, Catholics). They refrain from mentioning local landmarks in their hometown of Edmonton because they understand that someone in the UK may be listening. They are aware of their place in the global marketplace and produce a podcast that addresses this awareness.
Can you think of any others?
Technorati: podcasting, Andrew Baron, tim sanders, chris anderson, the long tail, Marketing, likeability
Merrill, your points make alot of sense. Thanks for making my ramblings sound more polished. And Julien, I imagine that your point falls into #1, although I hadn’t considered the effects of podfading on a podcasting strategy.
Leesa, another could be – effective podcasters still make that podcast when they’re not in the mood. podcasters should be in it for the long haul, and skipping a week because you don’t feel like it will simply burden you in the long run.
Leesa, I want to press you on not refering to local landmarks to make yourself open to non-local listeners. Depending on the podcast, local could add a lot of color (a strange word to use in audio, I know) or could explain what’s going on. I’m talking about Christmas and it being 85 degrees outside. You and I, living where it won’t be 85 degrees on December 25 would want to know where this person is. They tell us Austrailia or San Antonio, Texas or wherever. What’s it like singing The First Noel where you live? I guess Frosty the Snowman doesn’t cut it. But having an outdoor barbecue makes sense. I can’t think of anybody I know who uses their gas grill on Christmas because being an icicle yourself isn’t attractive. My point is that so long as references to our locale doesn’t interfere with our message, it may be useful and may well add to it.