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How To Create An Authentic Podcast For Your Business

The need to have an authentic podcast is getting more attention these days — and for good reason. It helps build loyalty and trust from your audience.

These factors, loyalty and trust, are two key ingredients for gaining sales and retaining customers for the long term. 

Business isn’t always just business. 

It’s also about relatability and creating connections with your customers. And having an authentic podcast is a great way to establish those much-needed ties to build a lasting business.

So how do you create an authentic podcast? Here are a few ways you can do it.

Discover Your Why For An Authentic Podcast

Whether you believe you need motivation to get started, or action to gain momentum, you need a “why” to keep you going.

Your why answers questions like: 

  • What message do I want to share with others? 
  • What am I passionate about?
  •  Who do I want to connect with? 
  • What authority do I have or want to portray? In what niche? 

Basically, your why should address that which you feel so strongly about, you’re willing to overcome major hurdles to get it.

As a business owner, it might seem like your why is too personal. Remember though, this is about staying driven and connecting to others, which are both relatively personal things. It only has to be as personal as you want, however.

Your why should be business-minded as opposed to a more general “life why.” However, the two should definitely intertwine in some places.

Having a strong why is also helpful because:

  1. You come up with topics more easily 
  2. You speak more naturally about your brand
  3. You create a genuine, more impactful message
  4. You have a good idea of your market

Be Consistent With Your Branding And Episodes

Whether you’re being authentic for the sake of your social life or for your business, you have to be consistent in how you present yourself. 

By now, you’ve put together some form of branding for your company. You may have a logo, a color scheme, a font, and a vibe to go by. All of these need to be incorporated into your podcast, whether it’s for your covert art, within your show notes, or on your website. 

Within your podcast episode itself, you’ll need to make sure your personality reflects your business values. People notice when things are off-brand — even if they don’t know it’s branding persay. 

They come to you for a specific value or offer so it’s important that you stay true to your brand and provide the value that’s expected from you.

It’s also important you stay consistent with putting out episodes. An authentic podcast is one that has regularity. Why? Because it proves you’re passionate and care enough to deliver episodes on time to your audience. 

Be Unapologetically You

Along with staying on-brand, podcasting allows you to add more personality to your brand as well. Even if your podcast is meant to grow your business, people don’t expect you to speak monotonously like a high school professor trying to sound cool. 

In fact, your brand could be only loosely connected to your business, giving you room to be yourself and show up in a bigger way than you normally would as a professional business owner.

Showing up in your true being means appearing as the real, raw you where your personality shines in all its glory. You create something magical by being unapologetically you. 

People are drawn to magical things and transparency. It makes you more relatable and makes your brand way easier to buy from because it’s not just about the brand but the face — or voice — behind it. 

Don’t Script Everything

Don’t get me wrong. You should always prepare a script for your podcast. Once you get into the swing of things, though, it’s okay to throw away the script once in a while. Or, at least, to go off-script now and then.

The perfectionist in you will scream and fight, but nothing is perfect all the time. Rather than disputing the inevitable, embrace it. Use it to your advantage. 

People love when things are not so serious all the time. While I don’t know your personality, I’d bet you know how to laugh now and then.

It may not be humor you infuse into your podcast when going off-script. It could be going on a tangent and discussing something personal which is related to your business.

Once your intentions are to bring value to your audience, it might be worth sharing.

If you’re not yet keen on going off-script, at the very least, try not to follow your script word-by-word. Listeners will pick up that you’re reading and it will take away from your authenticity.

Accept Relevant Sponsorships

For obvious reasons (*cough*, money), sponsorships are great to have as a podcaster. However, it’s not wise to accept any and all sponsors for your show. 

And those you do accept, you should make sure to merge them well throughout your episodes. 

When you mention a sponsor, you necessarily break up the flow of what you’re saying in your podcast. This flow disruption means it’s crucial that your sponsor’s content matches your subject matter. 

Having a sports podcast then doing an ad about cooking throws your listeners way off track and may even annoy them. 

It detracts from your authenticity because your sponsorship choices reflect not only on who you are, but how much you care about your customers’ time.

If you play an ad you know your audience probably has no interest in, then it implies you’re more interested in money than in providing value. 

And here’s a secret — providing the most value will get you the most money anyways. 

So be wise about your sponsorships and go for what your audience will appreciate. Ads relevant to your business show you’re true to your brand and authentic.

Win With An Authentic Podcast

An authentic you podcast isn’t hard to do. All you need is to know your why, be consistent, be unapologetically you, go off-script now and then, and have relevant sponsorships. 

Once you can touch on all of these, you’re on your way to building deeper connections with your audience and, in turn, growing your business.

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