Forget Being the Best: How to Make Your Podcast Their Favorite

In 2022 alone, there were over 3 million active podcasts and over 100 million podcast episodes produced. Which begs the question: How do we  make our podcast stand out in this sea of options and connect deeply with our ideal audience?

The secret is to develop a strong premise.

Your premise gives your podcast its specific purpose and focus. It's the reason why your show exists and more importantly, it gives your audience a reason to  tune in.

Without a clear, defensible premise, your podcast risks becoming forgettable, or even worse, invisible. But when you take the time to craft a compelling premise, you have the opportunity to become your audience's favorite show.

Introducing the Audience Resonance Pyramid

Not all podcasts are created equal when it comes to forging real connections with listeners. 

To create a podcast that truly resonates, you need to take your show to the top of what my friend and founder of Creator Kitchen, Jay Acunzo, calls the Audience Resonance Pyramid.

A unique premise will help you do this but more on that a little later. First we need to understand the Audience Resonance Pyramid.

This pyramid has four levels:

Relevant: Your podcast must be topically relevant to your target listener. Otherwise, it won't even get discovered.

Enjoyable: You have to grab attention by having an  entertaining or interesting element to your show.  

Impactful: Your podcast  must go beyond simply delivering tips or checklists. You need to provide value that leaves a lasting, transformative impact on the listener.

Personal: At the pinnacle is creating a show that feels uniquely yours. It stems from your distinct perspective and vision for your audience.

Most podcasts stop at the bottom levels of the pyramid. They are relevant and enjoyable but ultimately forgettable. Very few become beloved favorites by delivering impactful, personal value.

This is where your premise comes in. A strong premise elevates your show by providing:

• Focus - A specific, defensible purpose to stand out

• Motivation - Reasons for your audience to hit subscribe

• Shareability - Language for listeners to spread the word

• Transformation - Going beyond transactional tips to change listeners

How to develop your premise 

So how do you come up with a premise that takes your show to the top of the pyramid?

First, start with a frustration statement. Ask probing questions about problems in your industry, or beliefs you want to challenge.

Next, describe your vision for solving these issues. What is your mountain peak that offers a better way?

Then, directly address your audience in an empathy statement. You are X. You want Y. The problem is Z. Here is my vision for solving Z. Will you join me?

This process helps you identify the specific gap your show fills for listeners based on your unique perspective. The result is a compelling reason for your audience to tune in episode after episode. 

Here is an example of Jay’s podcast, Unthinkable with Jay Acunzo. 

An inside look at the unconventional choices of quality-obsessed creators – and the memorable things they made as a result. It's a show about trusting your intuition and your craft more than best practices and blueprints.

Since 2016, Unthinkable has inspired creators to ship more personal, powerful work. In the era of AI and endless commodity content, that type of work is now urgent. Hosted by Jay Acunzo, founder of the Creator Kitchen.

Developing a strong premise is challenging but incredibly rewarding work. It is what enables your podcast to provide meaningful value to listeners.

With a tightly focused premise, your show stands apart as a refreshing alternative, not just more of the same. You shift from creating forgettable content to forging deep connections with your audience.

The crowded podcast space desperately needs shows with a sense of purpose and personality. Don't blend in - craft a compelling premise and deliver a podcast experience your audience won't find anywhere else.

I hope these insights on the power of crafting a unique premise will help you create a show that truly resonates with listeners. 

What resonated with you most from this post? Let me know in the comments.