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Do you ever feel like your podcast is a prison of your own making? Are you constantly dreading your next episode? Are you unsure of how to connect with sponsors? The answer might be simpler than you think: you need a listener profile. A listener profile is your podcast’s north star, it guides your content, defines your audience, and ensures every decision you make aligns with your goals.

Let’s break down what a listener profile is, why you need one, and how to create one for your podcast.

What Is a Listener Profile?

A listener profile is a detailed outline of your ideal podcast audience.

Think of it as a person who embodies the core traits of your listeners. This includes everything from dry data like their demographics (age, gender, education) to more complex community building information like their hobbies, habits, and problems. 

With a well constructed listener profile, you’ll be able to answer these  critical questions:

• Who am I making this podcast for?
• Why are my listeners listening?
• What do my listeners need (and want) from my content?

Having this clarity doesn’t just help you create better episodes – it will make it easier to secure sponsors and grow your audience.

Why Every Podcaster Needs a Listener Profile

Without a listener profile, you’re on a road trip with no map. You’re making content blindly, hoping it resonates with someone. But hope isn’t a strategy, and as I always say: If you can’t measure it, you can’t manage it.

Here’s why a listener profile is non-negotiable for podcasting success:

1. It Clarifies Your Content Goals: You’ll know exactly what topics to cover and guests to invite.
2. It Attracts the Right Audience: Listeners will feel like you’re speaking directly to them.
3. It Boosts Monetization Opportunities: Sponsors want specifics. They’re more likely to invest in a podcast with a clear audience profile.

How to Create Your Listener Profile in 3 Steps

Phase 1: Organizing Listener Demographics

Start with your podcast analytics. Platforms like Apple Podcasts Connect and Spotify for Creators are going to give you the best insights for your podcast. 

If you don’t have a an Apple Podcast Connect you can sign up here:
https://podcasters.apple.com/

If you don’t have a Spotify for Creators you can sign up here:
https://creators.spotify.com/

This is what the analytics on Spotify Creators will look like:

If you already have a live podcast make sure you’re taking note of all information given, including: location, gender, subscriber data, listener retention rate, any information these websites give you.

Next, whether your podcast is live or still in development, answer these questions about your demographics for your podcast’s ideal listener, this includes: 

• Age Range (Preferably in a 20 year range.)
• Gender
• Location
• Language
• Subscription Status 

Make sure if you have a live podcast where you can check  discrepancies you’re double checking to make sure that your listener data is matching up with your ideal listener demographics. 

Phase 2: Understanding Your Audience

We need to know more than the age and gender of our listener – we need to know what they want to hear. These questions will help you answer that. 

1. What are my listeners interests and hobbies?
2. What problems are my listeners trying to solve that my podcast addresses?
3. When and how do they listen (commuting, exercising, etc.)?
4. What other podcasts does my listeners listen to?
5. What sets my podcast apart from other podcasts in this category or topic? 

Phase 3: Build a Listener Persona

Let’s put it all together. Now it’s time to create a fictional character or write down a person you know that represents your ideal listener. Make sure you name the listener and describe their life in detail:

• Age, gender, language and location
• Occupation and income
• Daily habits and weekend activities
• Beliefs and values
• Hobbies

Example Listener Persona, Meet Sarah: 

Name: Sarah Rink

Age: 28

Location: Charleston, NC – Speaks Fluent English and Working French 

Profession: Marketing Manager, Aspiring Entrepreneur

Income: 190,000 Annually After Bonus

Education: Completed MBA, working on PHD 

Lifestyle: Career-driven, highly organized, and values personal development. Loves skiing and planning her intimate 50-person wedding in Vail, Colorado.

Interests: AI-based marketing, personal growth, Martha Stewart-style creativity, and all things Christmas.

Listening Habits: Spends 60-80 minutes listening to podcasts during morning runs to find actionable tips for growing her side hustle and starting her own AI-focused marketing firm. She loves podcasts about crafting, wedding planning and pop-culture. 

Personality: Ambitious, visionary, and community-oriented, with a knack for balancing big dreams and meaningful experiences. Spiritual but not religious, believes in manifestation and writing out her goals 10 times every morning. 

Future Goals: Launch her AI firm, grow her side hustle into a full-time business, and create her own podcast to empower other entrepreneurs.

This persona will guide every decision you make—from content creation to sponsorship pitches.

Using Your Listener Profile to Attract Sponsors

Once you’ve defined your listener profile, use it to pitch sponsors effectively. Here’s how:

• Highlight your audience’s demographics, habits, and preferences.
• Explain why your podcast aligns with their brand.
• Show them how your listeners’ interests match their product or service.

For example, instead of saying, “I have 30,000 downloads a month,” you can say, “My podcast reaches 25-35-year-old women who are career-oriented and passionate about self-improvement. Here’s why your product would resonate with them.”

Your Next Steps

Creating a listener profile isn’t just a box to check—it’s an ongoing process that evolves as your podcast grows. Start small, but be specific. Once you’ve nailed your profile, everything from content planning to monetization becomes easier.

Need help? Book a discovery call with me here. I offer a 1-hour consulting session designed to guide you through creating a listener profile tailored to your podcast’s goals.

🚨 Ready to use your listener profile to help you find podcast sponsors? Use my free tool that will e-mail you 5 ideas for your next podcast advertisers. 👇🏼