In the world of podcasting, success stories like that of Justin, Travis, and Griffin McElroy are both inspiring and intimidating. These three brothers launched their podcast "My Brother, My Brother and Me" in 2010 with no special skills and, by their own admission, only average talent. Yet, a decade later, they have multiple number one podcasts and tour the United States performing live shows for massive, adoring audiences.
"Everybody Has a Podcast (Except You)" is Justin McElroy's guide to creating your dream podcast. This book demystifies the process, breaking down everything from conceptualization to final edits. The central message is clear: you don't need a fortune or technical expertise to start a podcast. All you need is a unique idea that excites you and the determination to keep going, even when faced with setbacks.
This summary will walk you through the key ideas presented in the book, offering practical advice on how to turn your passion into a successful podcast. We'll explore topics such as choosing your subject matter, setting up a home recording studio, hosting techniques, editing your episodes, and even monetizing your show. Whether you're a complete beginner or looking to improve your existing podcast, this summary will provide valuable insights to help you on your podcasting journey.
Finding Your Podcast's Focus
Make a podcast about something that obsesses you
The first step in creating a successful podcast is choosing a topic that genuinely excites you. Think about what subjects make you light up when you discuss them. What topics lead you down endless internet rabbit holes? Your enthusiasm for the subject matter will be the fuel that keeps your podcast going and engages your audience.
For example, Justin McElroy found his passion in workplace training videos. Your obsession might be something entirely different, like the mating habits of moths or the history of obscure board games. The key is to choose a topic that you can talk about endlessly without getting bored.
Once you've identified your topic, it's crucial to research what's already out there. With over 850,000 podcasts available globally, there's a good chance someone else has had a similar idea. If you find several podcasts covering your chosen topic, don't be discouraged. Instead, focus on finding a unique angle that sets your show apart.
For instance, if you want to make a podcast about the reality show Survivor, you might focus on the evolution of game strategy over the seasons. The goal is to bring a fresh perspective to your chosen subject.
When refining your podcast idea, consider any specific expertise you have. Justin and his wife Sydnee created a show about strange medical history, leveraging Sydnee's experience as a physician. If you have particular knowledge or training in a field, use it to your advantage.
After settling on your topic and angle, craft a one-sentence pitch that clearly communicates what your podcast is about. This pitch will help potential listeners quickly understand your show's concept and decide if it's something they'd be interested in. For example, a recent McElroy brothers podcast can be summed up as "Three non-celebrities try to con their way into a major motion picture."
Before moving forward with your podcast idea, ask yourself two important questions:
- Are you willing to devote your most precious resource – your time – to making this podcast?
- Would you love to listen to this podcast if someone else made it?
If you can answer yes to both questions, you're on the right track. Your passion for the subject and willingness to invest time will be crucial factors in your podcast's success.
Building a loyal audience through consistency
Consistency is key when it comes to building a loyal podcast audience. Think about the last podcast you were addicted to – chances are, you incorporated it into your regular routine, perhaps listening during your commute or while doing chores around the house.
Listening to podcasts is a habitual behavior, and people like to fit it into their lives around regular activities. When you create a podcast, you're essentially creating a set of expectations for your listeners. Meeting these expectations week after week is how you build a loyal, engaged audience.
When developing your podcast, there are several important format decisions to consider:
Solo host or co-host: Decide whether you want to host the show alone or bring on a co-host. If you're doing an information-heavy biographical podcast, a single voice might be best to avoid distractions. However, for a more casual, conversational show like a film review podcast, a co-host could help keep things lively and offer contrasting viewpoints. If you do choose a co-host, make sure they're as committed to the project and theme as you are, as sudden changes mid-season can be disorienting for listeners.
Episode length: The ideal length for your podcast depends on your content. Some shows, like "Memory Palace," deliver their message in just 15 minutes, while others, like "Hardcore History," require four to five hours. Whatever length you choose, make sure every minute counts. Respect your audience's time by ensuring that your content is consistently engaging and valuable.
Release schedule: Be realistic about how often you can release new episodes. Can you manage a weekly schedule, or is bi-weekly or monthly more feasible? Consistent releases are crucial for building a loyal listener base.
Remember that finding the right format for your podcast may involve some trial and error. You might plan on making an hour-long show, only to discover that 45 minutes feels more natural. It may take a few episodes and some mistakes to find what works best for you and your audience. Once you find a good formula, stick to it.
The key to success is meeting your audience's expectations consistently. If they know they can count on a new episode every Tuesday morning, for example, they're more likely to make your podcast a regular part of their routine.
Entertaining your audience, regardless of genre
Even the most interesting content can fall flat if it's not presented in an engaging way. When planning how to present information in your podcast, first consider your primary aim. Do you want to make people laugh, inform them about an important subject, or perhaps a combination of both? Your goal will greatly influence how you select and frame your content, whether it's an interview show, a history podcast, or any other format.
Take, for example, Justin and Sydnee McElroy's medical history podcast "Sawbones: A Marital Tour of Misguided Medicine." While the show delves into the medical history of strange treatments throughout the centuries, the McElroys' primary objective was to entertain their listeners rather than provide a comprehensive historical overview. This meant being selective about the information they included, focusing on fascinating stories with strong narratives and high entertainment value.
To keep listeners engaged, consider breaking your show into predictable segments:
- Intro: Introduce the show's title and explain what it's about.
- Middle: This is the meat of your show and can be divided into several smaller segments. For example, you might have a segment where listeners call in with stories, followed by a discussion between you and your co-host on a pressing topic.
- Outro: Bid farewell to your audience, promote your other shows or preview upcoming episodes, and encourage listeners to subscribe. Keep this short and punchy to avoid losing your audience's attention.
Having reliable segments helps your audience know what to expect and can also help you as a host keep things interesting. If one segment is dragging, you can move on to the next to maintain the show's momentum.
Remember, with the right framing and good storytelling, even the most obscure information can become fascinating to your listeners. Focus on finding the most engaging aspects of your chosen topic and presenting them in a way that captures your audience's imagination.
Setting Up Your Recording Space
Creating a home recording studio on a budget
You don't need a professional recording studio to create a high-quality podcast. With some basic equipment and a little creativity, you can set up a perfectly adequate recording space in your own home.
The first essential piece of equipment is a good microphone. While it's tempting to use your smartphone to record, the sound quality won't be up to par for a professional-sounding podcast. Fortunately, you don't need to break the bank to get a decent microphone. You can find a good quality microphone for around $100.
For beginners, a USB microphone is a great option. These plug directly into your computer, making them easy to use and set up. If you're more experienced or plan to record with multiple microphones, an XLR mic might be a better choice. XLR mics require cables and a soundboard to operate, but they offer more flexibility and often better sound quality. A decent soundboard can be purchased for around $100.
In addition to a microphone, you'll need a stand to hold it steady during recording. This doesn't have to be expensive – even a basic desk stand will do the job.
Now, let's talk about your recording space. While a professional sound studio would be ideal, it's not necessary or practical for most podcasters starting out. Instead, look for a space in your home with lots of soft furnishings that can absorb sound. Carpets, books, and clothing are all great for this purpose. In fact, many podcasters find that a closet full of clothes makes an excellent makeshift recording booth. The clothes help to dampen echoes and outside noise, resulting in a cleaner sound.
For software, you'll need a digital audio workstation (DAW) for recording and editing your podcast. The good news is that there are excellent free options available. The McElroy brothers, for example, have always relied on the open-source program Audacity. It's user-friendly and offers plenty of room for learning new skills that can be applied to other programs if you decide to switch later on. With Audacity, Griffin McElroy has been able to edit complex podcasts like the 30-track "Adventure Zone."
Remember, you don't need to spend a fortune to create a good-sounding podcast. With a decent microphone, a quiet space (even if it's your closet), and free editing software, you're well on your way to producing a professional-quality show.
Hosting and Performance Skills
Developing your hosting skills
Great podcast hosts come in all shapes and sizes. Some are funny and irreverent, while others are serious and intense. The key is to find your own unique hosting style that engages your audience and keeps them coming back for more.
While it's often said that hosting is about "being yourself," it's more accurate to say that hosting is a performance of your best self. Think of the version of you that comes out when you're telling an exciting story at a party – enthusiastic, engaged, and animated. That's the energy you want to bring to your podcast hosting.
Here are some tips for developing your hosting skills:
Maintain focus: The most important task for a host is maintaining focus throughout the podcast. Before you start recording, make sure you're in a good headspace. Eliminate distractions by closing all browser windows and turning off your phone.
Be a good listener: If you're hosting an improvised podcast with co-hosts or guests, active listening is crucial. Use body language to show that you're engaged in the conversation, even if your audience can't see you.
Contribute thoughtfully: While listening, reserve a part of your brain for thinking about how you can respond and contribute to the conversation. Use the improv tool "yes, and..." to acknowledge what your conversation partner has said and build on it, giving momentum to the conversation.
Guide the conversation: If you feel the conversation is going off track, don't be afraid to use "no, but..." to steer it in a new direction. However, use this sparingly to avoid disrupting the flow too much.
Be yourself, but better: Remember, hosting is a performance. Bring out your most enthusiastic, engaged version of yourself – the one that emerges when you're passionate about a topic.
Practice, practice, practice: Like any skill, hosting gets better with practice. Don't be discouraged if your first few episodes feel awkward. Keep at it, and you'll naturally improve over time.
Learn from others: Listen to podcasts you enjoy and pay attention to what the hosts do well. How do they keep the conversation flowing? How do they handle awkward moments? You can learn a lot by studying successful hosts.
Remember, one of the great things about podcasting is that you can edit your recording afterward. Those boring lulls in the conversation or background noises can be removed in post-production. This takes some of the pressure off during recording and allows you to focus on having a genuine, engaging conversation.
The art of interviewing guests
If your podcast format includes interviews, developing strong interviewing skills is crucial. Here are some tips to help you conduct engaging and insightful interviews:
Do your research: Before the interview, thoroughly research your guest. Familiarize yourself with their work, background, and any recent news or projects they're involved in. This will help you ask informed questions and show your guest that you value their time.
Prepare questions, but be flexible: Have a list of questions ready, but don't be afraid to deviate from them if the conversation takes an interesting turn. Some of the best interview moments come from unexpected tangents.
Start with easy questions: Begin the interview with some simple, straightforward questions to help your guest feel comfortable. As the conversation progresses, you can move on to more complex or personal topics.
Listen actively: Pay close attention to your guest's responses. Often, the best follow-up questions come from really listening to what they're saying, rather than just waiting for your turn to speak.
Ask open-ended questions: Avoid yes/no questions. Instead, ask questions that encourage your guest to elaborate and share stories or opinions.
Be respectful but persistent: If your guest gives a vague or evasive answer, don't be afraid to politely ask for clarification or more details. However, respect their boundaries if they clearly don't want to discuss a particular topic.
Create a comfortable atmosphere: Make your guest feel at ease. Start with some casual conversation before diving into the interview. If you're recording remotely, take a moment to ensure they're comfortable with the technology.
End on a high note: Towards the end of the interview, ask your guest if there's anything they'd like to add or discuss that hasn't been covered. This often leads to interesting, unexpected content and leaves your guest feeling heard.
Remember, a good interview should feel like a natural conversation, not an interrogation. Your role as the interviewer is to guide the discussion and bring out the best in your guest, allowing their expertise and personality to shine through.
Post-Production and Editing
The importance of editing your podcast
Editing is a crucial step in creating a polished, professional-sounding podcast. It's the process that transforms your raw recording into a cohesive, engaging final product. Think of editing like sculpting – you start with a rough block of material (your recording) and carefully chip away at it until you reveal the perfect form hidden within.
Here's a step-by-step guide to editing your podcast:
Initial clean-up: Start by removing obvious unwanted content. This includes things like long pauses, background noises (like dogs barking or phones ringing), or any parts where you or your guests asked to start over. If you used a cue during recording (like a long pause or a dog clicker sound) to mark these spots, it will make this step much easier.
Full listen-through: Listen to the entire recording from start to finish. As you listen, make notes about edits you want to make, including timestamps so you can easily find them later. Don't make any cuts during this stage – you might remove something that turns out to be an important reference later in the conversation.
Content selection: If you're trying to create a tight 20-minute podcast from an hour of tape, you'll need to be selective. Choose the most engaging, relevant parts of the conversation. For a more casual, conversational podcast, you might just cut the parts that disrupt the flow.
Smoothing transitions: Once you've selected your content, focus on making the transitions between different parts of the conversation smooth and natural. This might involve rearranging some segments or adding brief narration to bridge gaps.
Fine-tuning: Remove filler words (um, uh, like) and awkward silences if they're not adding to the story. Be careful not to overdo this – some of these elements can make the conversation feel more natural and authentic.
Adding music and sound effects: If your podcast uses intro/outro music or sound effects, add these in. Make sure they enhance rather than distract from your content.
Leveling audio: Ensure that the volume levels are consistent throughout the podcast. You don't want some parts to be too quiet and others too loud.
Get feedback: Once you have a good version of your podcast, send it to someone you trust for feedback. Ask for specific advice, like "What do you think of the transitions?" or "Does the pacing feel right?"
Final edits: Based on the feedback you receive, make your final round of edits.
Remember, editing is a skill that improves with practice. Your first few attempts might take a long time and feel frustrating, but you'll get faster and more efficient as you gain experience. The goal is to create a podcast that sounds polished and professional while maintaining the authenticity and energy of the original conversation.
Adding music and sound effects
Music and sound effects can significantly enhance your podcast, adding atmosphere, helping to structure your content, and making your show more memorable. Here are some tips for effectively incorporating audio elements into your podcast:
Intro and outro music: Having consistent music at the beginning and end of your podcast helps create a recognizable brand. Choose something that fits the tone of your show.
Transition sounds: Brief sound effects or musical interludes can help signal transitions between different segments of your show.
Background music: Subtle background music can add emotion or energy to certain parts of your podcast, especially during storytelling segments. Be careful not to let it overpower the spoken content.
Sound effects: Judicious use of sound effects can help illustrate points or add humor to your podcast. However, be cautious not to overuse them, as this can become distracting.
When it comes to finding music for your podcast, you have several options:
Create your own: If you're musically inclined, you can create your own music using programs like GarageBand.
Use royalty-free music: Websites like creativecommons.org offer music that you can use for free, often with attribution.
License music: You can reach out to smaller bands or composers to license their music. This often costs less than you might think and allows you to use unique, high-quality music.
Music libraries: There are many online libraries that offer music specifically for podcasts, often for a monthly subscription fee.
Remember, if you're using any music or sound effects that you didn't create yourself, make sure you have the proper rights and permissions to use them in your podcast.
Distribution and Growth
Choosing a hosting service for your podcast
Once you've created and edited your podcast, the next crucial step is finding a place to host it. A podcast hosting service is essentially a big server where your audio files will live, making them accessible to listeners around the world.
Choosing the right hosting service is important, as changing hosts later can be a hassle. Here are some factors to consider when selecting a hosting service:
Longevity and reputation: Look for a service that has been around for a while and is trusted by other podcasters. Established players are more likely to stick around long-term.
Pricing: Investigate the service's pricing structure. Some offer free uploads for new podcasters, while others have tiered pricing based on the amount of content you upload or the number of downloads you receive.
Storage and bandwidth: Make sure the host offers enough storage for your audio files and sufficient bandwidth to handle your expected number of listeners.
Analytics: Good hosting services provide detailed analytics about your podcast's performance. Look for information on download numbers, listener demographics, and popular episodes.
Distribution: Many hosting services can automatically distribute your podcast to major platforms like Apple Podcasts, Spotify, and Google Podcasts. This can save you a lot of time and effort.
Website integration: Some hosts provide a webpage for your podcast or offer easy integration with your existing website.
Monetization options: If you're interested in monetizing your podcast, look for a host that offers features like dynamic ad insertion or integration with sponsorship platforms.
Technical support: Ensure the hosting service offers reliable customer support in case you encounter any issues.
Once you've chosen a hosting service, the next step is to register your podcast on major platforms like Apple Podcasts and Spotify. These platforms act as directories, making your podcast discoverable to millions of potential listeners. Registration is typically free, but make sure to fill out all the metadata accurately and choose the right categories for your show.
Remember, your hosting service and distribution platforms are the bridge between your content and your audience. Choosing the right ones can significantly impact your podcast's reach and growth potential.
Building and engaging with your audience
Creating great content is just the first step in building a successful podcast. To grow your audience and keep them coming back, you need to actively engage with your listeners and promote your show. Here are some strategies to help you build and maintain an engaged audience:
Respond to feedback: Take the time to read and respond to listener emails, comments, and reviews. This shows that you value your audience's input and helps build a sense of community around your podcast.
Use social media: Platforms like Twitter, Facebook, and Instagram can be powerful tools for promoting your podcast and connecting with your audience. Use these platforms to:
- Announce new episodes
- Share behind-the-scenes content
- Tease upcoming topics or guests
- Ask for listener input or questions
- Engage in conversations related to your podcast's theme
Create a website or blog: Having a dedicated website for your podcast gives listeners a central place to find information about your show, access episode archives, and potentially engage with additional content related to your podcast's theme.
Encourage subscriptions and reviews: Regularly remind your listeners to subscribe to your podcast and leave reviews on platforms like Apple Podcasts. Positive reviews can help your podcast appear in search results and recommendations.
Cross-promote: Collaborate with other podcasters in your niche to cross-promote each other's shows. This can help you reach new audiences who are likely to be interested in your content.
Attend or host events: If possible, attend podcast conferences or meetups to network with other podcasters and meet fans. You could also consider hosting your own events, either virtually or in person.
Create additional content: Consider creating content that complements your podcast, such as blog posts, YouTube videos, or newsletters. This can help keep your audience engaged between episodes and attract new listeners.
Be consistent: Stick to your publishing schedule. Consistency helps build trust with your audience and keeps them coming back for more.
Ask for listener participation: Encourage your audience to participate in your podcast by submitting questions, sharing their own stories, or suggesting topics for future episodes.
Analyze and adapt: Use the analytics provided by your hosting service to understand your audience better. Which episodes are most popular? Where are your listeners located? Use this information to refine your content and marketing strategies.
Remember, building an audience takes time and persistence. Don't get discouraged if growth is slow at first. Focus on consistently creating quality content and engaging with the audience you have, and growth will follow.
Monetization Strategies
Creative ways to monetize your podcast
While passion should be the primary driver for creating a podcast, it's natural to wonder about the potential for monetization. While it's rare for podcasters to become overnight millionaires, there are several ways to generate income from your show. Here are some strategies to consider:
Crowdfunding: Platforms like Kickstarter, Indiegogo, or Patreon allow you to directly ask your fans for financial support. This method not only helps fund your podcast but also increases engagement with your audience. Patreon, in particular, allows listeners to become regular contributors or "patrons" of your show.
Merchandise: Once you've built a loyal following, selling branded merchandise can be a good source of income. This could include t-shirts, mugs, stickers, or other items related to your podcast's theme.
Live events: Hosting live podcast recordings or themed events can be both a source of income and a way to deepen connections with your audience. Start small, perhaps by participating in a podcast festival or opening for a more established podcast, before organizing your own large-scale events.
Advertising: This is one of the most common ways to monetize a podcast. There are several types of podcast ads:
- Pre-roll ads: Played at the beginning of the episode
- Mid-roll ads: Played in the middle of the episode
- Post-roll ads: Played at the end of the episode
- Dynamic ads: These can be inserted into your podcast at the time of download, allowing for more current and targeted advertising
Sponsorships: Similar to advertising, but often involving a deeper partnership where you might create custom content or dedicate entire episodes to a sponsor's product or service.
Premium content: Offer exclusive content, early access to episodes, or ad-free versions of your podcast to paying subscribers.
Consulting or speaking engagements: As you build expertise in your podcast's subject matter, you might find opportunities for paid speaking engagements or consulting work.
Books or courses: If your podcast has educational content, consider creating supplementary materials like e-books, physical books, or online courses.
Affiliate marketing: Promote products or services and earn a commission on any sales generated through your unique affiliate link.
When considering monetization strategies, it's important to maintain the integrity of your show. Make sure any ads or sponsored content align with your podcast's values and your audience's interests. Be transparent about sponsored content, and strive to maintain a balance between monetization and providing value to your listeners.
Remember, building a profitable podcast takes time. Focus first on creating great content and building a loyal audience. As your listenership grows, more monetization opportunities will become available.
Conclusion
Creating a successful podcast is a journey that requires passion, persistence, and a willingness to learn and adapt. While the technical aspects of podcasting – from recording to editing to distribution – are important, the heart of a great podcast lies in its content and the connection it builds with its audience.
As you embark on your podcasting journey, remember these key takeaways:
Choose a topic you're passionate about. Your enthusiasm will shine through and keep you motivated, even when faced with challenges.
Consistency is key. Whether it's your publishing schedule, the format of your show, or the quality of your content, meeting your audience's expectations builds trust and loyalty.
Respect your audience's time. Make every minute of your podcast count by delivering valuable, engaging content.
Don't be afraid to start small. You don't need expensive equipment or a professional studio to create a good podcast. Start with what you have and improve as you go.
Editing is crucial. Take the time to refine your recordings into polished, professional-sounding episodes.
Engage with your audience. Build a community around your podcast by interacting with listeners on social media, responding to feedback, and encouraging participation.
Be patient with growth. Building an audience takes time. Focus on consistently creating great content, and the listeners will come.
Stay open to learning. The podcasting landscape is always evolving. Be willing to try new things and adapt your approach based on feedback and results.
Consider monetization, but don't let it compromise your content. There are many ways to generate income from your podcast, but maintaining the quality and integrity of your show should always be the priority.
Have fun! Podcasting should be an enjoyable experience for both you and your listeners. Let your personality shine through and have fun with the process.
Remember, every successful podcaster started exactly where you are now. The McElroy brothers, who now have several number one podcasts and tour the country performing live shows, began with no special skills and only average talent. What set them apart was their persistence, their willingness to learn and improve, and their genuine passion for what they were creating.
So don't let fear of failure hold you back. Start that podcast you've always dreamed of. Share your unique voice and perspective with the world. Who knows? Your podcast might just be the next big hit that everybody's talking about.