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If I could give one piece of advice to every podcaster, no matter your audience size, the number of episodes you’ve published, or who your listeners are, it would be this: the difference between a good podcast and a great podcast is storytelling.

If you’re struggling to find new listeners, constantly feeling burnt out from publishing and promoting new episodes, or can’t figure out what sets your podcast apart, this episode is for you. We’re discussing what kind of stories actually connect with listeners, how storytelling builds credibility and trust, and how the most successful podcasters use storytelling to grow their podcast.

Storytelling as a Marketing Strategy

Storytelling is one of the most overlooked marketing strategies and under-utilized content creation tools, yet it’s proven to work over and over and over. Think about the podcasters you love the most. What do you love about them? Is it how they read a list of facts to you and rigidly outline their podcast episodes to get the maximum value from your listening? No, it’s the way they share information, it’s the way they communicate, it’s the way they tell stories. 

Steps to Effective Storytelling

1. Have Stories to Tell

Step one is having stories to tell, and sometimes this is harder than it sounds. Some of us spend 95% of our day running on autopilot and if that’s you, you’re probably going to feel like wow what story would I possibly have to tell on my podcast and if you’re not really paying attention to what’s going on around you this might be difficult. 

There is a level of intentionality you have to reach in your everyday life to be able to retell the things that happen to you in a meaningful and interesting way. 

2. Reflect on Your Experiences

Think about what your listeners want to learn about and what they want to learn from you! Where were you 10 or even 20 years ago? What are the things that have happened to you that you wish you’d known before they happened?

3. Avoid Irrelevant or Self-Serving Stories

People want to hear stories, but they don’t want to hear you brag. Your stories should guide the listener’s journey, giving them insight and making them feel like they’re getting a behind-the-scenes look at how they can achieve similar successes.

Show, Don’t Tell

Storytelling builds trust and earns credibility, but the key is showing, not telling. This means laying out a situation and telling a relevant story that relates to your episode, rather than just rattling off a list of facts. We want to see ourselves in a situation and be taken on a journey.

Hooking Your Listener

My best advice for telling a story that hooks a listener is to go all in from the beginning. You don’t need background; you need intrigue.

For example, instead of saying, “As a consultant, I was booking my first client, and there was so much going on,” try saying, “I still remember the day I booked my first client because I couldn’t believe…” One hooks the listener, and the other just describes what’s going on.

How you say something is more important than what you say. Especially for audio-only podcasts, inflection and tone are all you have.

Preparing Guests to Tell Stories

If you host guests or interviews on your podcast, think about how you’re setting up guests to tell stories. Research and send questions to guests before their episode. Avoid generic questions like, “Tell me about your business.” or “How did you get here?” Instead, ask specific, engaging questions that encourage storytelling.

Leverage Your Experiences

A successful podcast host leverages their experiences and knowledge to create community with their listeners. It takes intentionality, vulnerability, and practice. If you aren’t willing to open up to your audience, you will never have an audience.

Your Stories Are Worth Telling

Remember, your stories are worth telling, and there are people out there waiting to hear them.

By mastering the art of storytelling, you can transform your podcast from good to great, connect deeply with your audience, and grow your podcast in ways you never imagined.

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