Awards Don’t Build Audiences
Most podcast awards are just ego strokes.
Somebody made up an “award,” stuck your name on a plaque, and handed it to you. Hooray!
If you get one, great. But know that nobody subscribes to a podcast because of an award.
People listen to a podcast because it makes them feel something.
Perhaps ironically, this is why people care about some awards.
Think of the Grammys. People know the albums that win. Everybody heard Thriller and millions of people purchased it before it was even nominated for a Grammy. So when it won eight of them, people were cheering for something (and for people) they already loved and had a connection to.
Each Grammy confirmed what the audience had already decided.
“The Podcast Foundation Award” doesn’t carry that same weight.
I made that one up, by the way. I’m not going to call out a specific podcast award. My point is that some podcasters confuse trophies with impact.
Let’s not turn podcasting into the real estate or multi-level marketing companies that give awards for everything.
Nobody is buying a house from somebody just because he’s in the “Double Diamond Club.” People buy houses because they need a house.
People need what podcasts provide, too: a sense of community, entertainment, knowledge, companionship, fresh perspectives, and a feeling of being understood.
An “award” isn’t a substitute for listeners. What matters in podcasting is the person on the other end who feels part of what you do—someone who reaches out to join the conversation, tells a friend, and tries the product you talked about because they trust you.
Your podcast can be more than “content.” It can be the thing someone listens to in the car before making a hard decision, on a walk when they feel alone, or late at night when they’re looking for a way forward.
Want a successful podcast? Create something for the person who needs what you’ve got.
