I just got back from the Novel Marketing Conference. This was put on by my friend Thomas Umstattd Jr (who has a great podcast for authors). I love single track events, and this one was AMAZING. It was all about book marketing (which applies to podcasting). Only the original Podfest comes close (but that didn't feed me Schlotzky's deli Sandwiches).
I need to give credit, the "Four D's" come from Chase Replogle who does a few podcasts including the Pastor Writer, Let's Talk Bible: Kids, and he's the Pastor at Bent Oak Church. His opening keynote was AMAZING. I have adopted it for podcasters.
Main Points:
- Single Track Conferences: I explained why single-track conferences are my favorite—you don’t miss out on sessions, and the Novel Marketing Conference was one of the best I’ve attended.
- Opening Keynote – The Four Ds: Chase Replogle’s talk resonated with the “Four Ds”: decisiveness, discipline, discernment, and devotion—applies to both writing and podcasting. My favorite: nobody listens to what you record, they listen to what you edit (editing is magic!).
- Marketing Parallels: Even though this was a book conference, book marketing is a close cousin to podcast marketing. The basic principles really do translate.
- Serving Your Audience: I reflected on the courage to create, facing the fear of “what if nobody listens?”, and focusing on service and devotion to your listeners.
- Is Your Podcast a Painkiller or a Vitamin?: Thanks to Thomas Umstattd Jr.’s talk—a “painkiller” solves a direct need, while a “vitamin” is nice to have but not urgent. Think about what pain your show removes for your audience.
- Podcast Competition: I highlighted that we’re not just competing with other podcasts, but with all forms of entertainment—TV, games, etc. Know your unique value.
- Why People Listen: People consume podcasts for entertainment, education, or escape. I asked: Does your show serve one (or more) of these needs?
- Value of Listener’s Time: All podcasts are “free,” but listeners pay with their time. We need to make it worth it.
- Improving Your Show: Attending other sessions gave me ideas about making changes that truly improve the show rather than just making it different.
- AI & Prompts: I shared tips I learned about using AI—give ChatGPT clear instructions about who you are, what you need, and who your audience is.
- Book Covers = Podcast Artwork: Don’t be cheap with your cover! As much as we say not to judge by appearances, we all do. Your show art matters.
- Networking: The conference structure ensured everyone met and interacted with new people every day—awesome for making connections.
- Feedback & Iteration: Get feedback and be willing to edit and improve. Like writing, multiple drafts (and edits) make better episodes.
- Target Audience: Jonathan’s session hit home: don’t just market for yourself—know your actual audience, and don’t trust social media polls alone.
- Conferences in General: I appreciated speakers not blatantly selling from stage—a rarity!
- If You Want to Start a Show: Record everything (planning, editing, writing, etc.) to see how much time it takes, then set a sustainable schedule.
- Finding Your Listeners: Look for audiences in adjacent markets—not just podcasting-specific spaces.
- More Takeaways: The importance of networking, getting feedback, and attending events that put you in the room with your ideal audience.
Mentioned In This Episode
Thomas's Patron Toolbox
Novel Marketing Podcast
Chase Replogle
School of Podcastng
Podpage
Mentioned in this episode:
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