👋 What’s up, its Ryan Alford!

Ready to take your podcast game to the next level? In this latest episode of Right About Now, I sit down with Tom Webster, co-founder of Sounds Profitable and the brain behind the new book, The Audience is Listening. Tom’s been in the media trenches for decades, and he’s here to drop serious knowledge on what makes a podcast blow up – and what makes one crash and burn. If you’re here to build a brand that makes money and grabs people’s attention, buckle up.

^{🏠 Know Your Audience or Go Home}

Look, you’re not creating a podcast just to hear yourself talk. You’re here to build something that resonates. And for that, you’ve got to know exactly who’s listening. Tom’s biggest takeaway? You need a laser-sharp image of your “ideal listener” – know their interests, what fires them up, and why they’d tune in to your show over anyone else’s. If you’re not clear on who you’re talking to, every episode is a shot in the dark. This isn’t about casting a wide net; it’s about hitting the bullseye with content that speaks directly to the person who matters most to your brand. When you nail that, you don’t just have listeners – you have fans who can’t get enough.

🎙 Podcasting’s Not Dead – Ignore the Noise

If you’re still reading those “Podcasting is over” headlines, stop. The numbers don’t lie: 37% of Americans 18 and up are hitting play on a podcast every week. The game is still on – the trick is standing out. Tom and I tore through the myths about this industry “dying.” Quality, real talk: podcasts are mainstream now, and the potential is huge. So, if you’re all-in on this, double down and create something that will leave a lIt’s tempting to get caught up in stats, but here’s the truth: if you’re chasing numbers instead of connection, you’re missing the point. Numbers don’t drive loyalty – authenticity does. People can tell when a podcast is just chasing listens instead of delivering something meaningful. Tom shared some eye-opening insights about why obsessing over metrics can actually hurt you in the long run. Instead of asking how many listeners you have, ask how engaged they are. What keeps them listening? What makes them reach out or share an episode? That’s where the magic is. Honest, direct feedback from your audience will tell you more about what’s working than any download count ever could.

📆 Roles & Goals – Have a Game Plan

Every great podcast has structure, even if it doesn’t seem like it on the surface. Tom’s “roles and goals” concept is about knowing exactly what each host brings to the table – and making sure the audience knows, too. Each person on the mic needs a defined role that complements the others; this is what keeps the conversation dynamic and engaging. Without it, your show can feel scattered and lose listeners fast. The same goes for episode goals: if you don’t have a specific purpose, your listeners will check out. A clear game plan – knowing what you’re here to say and why – gives your audience a reason to stick around. Be strategic, be intentional, and deliver with purpose.

📱 Marketing’s Only as Good as Your Content

You can throw all the cash at marketing you want, but if your content’s weak, forget it. Your show needs to grab people from the firstLet’s be clear – marketing is essential, but it can’t save a bad show. If your content doesn’t grab people from the first line, all the advertising in the world won’t matter. Tom and I agree that you need to focus on creating an experience that resonates, informs, and entertains. When you’ve got a solid product, the marketing becomes easier because people are drawn to good content. Think of marketing as the fuel, but remember: if the car doesn’t run, it’s a waste of gas. Put in the work to make each episode matter, and then use marketing to get it into the hands of the right people. And if you’re ready to take it to the next level, I’m here to help you turn your podcast into a profitable brand line.

Marketing is just the gas in the tank – if your car can’t run, it’s pointless. Focus on making each episode count, and the audience will come. And when you’re ready to take it to the next level, let’s talk. I’m here to help turn your podcast into a personal brand that means business. Head over to ryanisright.com and ryanalford.com to get in touch, and let’s get you crushing it.

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Let’s go. This is your shot to turn up the volume and make waves in the industry.

See you out there,

Ryan Alford

Sponsored by

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