Everybody's always thinking about listeners. How many can I get? Who has a million?
But it's not about the listeners. It's about who's listening.
Think about it… Would you rather have 10 of the top CEOs in the world listening to your podcast, or a million random people? Which audience is worth more to you?
The focus should never be on growing your listeners. It should be on knowing exactly who you want to attract. The right people find your show, and that's what makes it grow.
So make a show people “mentally subscribe” to. A show so good they're standing in a bathroom line telling the person behind them about it.
Ask yourself - How would that person talk about your show? What do they bring up?
Here's an example. I recently bought new software and told someone about it. I didn't talk about the features or who built it. I said, "Wow, it really solved this problem for me." If that person had the same problem, they'd want to know about it too.
Podcasts work the same way. A great example is 20 Minute VC. It's a 20-minute podcast with investors, exactly what the title says. If you want to learn about investing or how to fundraise, you know that's the show to listen to.
The founder also has a great "come up" story. We'll get to how much your own story matters in a later newsletter.
For now, one question: who's the one person who would be amazing as the first listener of your show?
Keep creating 💛
Espree
For the remainder of this year, 2026, I'm going to post everything that I know about podcasting here in this newsletter and on my Instagram stories.
If you have questions about podcasting, definitely hit reply.
All right bye for now, here's to the next episode. 🎙️
If you're looking to find sponsors for your podcast, I really trust Justin Moore, who just launched a brand research software called SponsorMole. To find out more, click on this link.
So you're in the loop, if you do decide to sign up for Sponsor Mole, I do get a small commission. I'm not promoting it for that reason. I truly, deeply, believe in Justin’s integrity and have witnessed his dedication to empowering content creators so they can make a sustainable living.