September 9, 2025 • 17 mins
Today, we're tackling a hot topic for podcasters: sponsorships. Should you go for them? How do you find the right ones? We’re cutting through the confusion and getting into the nitty-gritty of building effective collaborations that actually make sense for your show and your audience.
It's not just about slapping an ad in your episode; it’s about strategy and genuine partnerships that resonate with your listeners.
Join us as we unpack insights from Danny at Be a Better Podcaster, aiming to help you navigate the jungle of sponsorships while maintaining trust and integrity with your audience.
Takeaways:
- In the podcasting world, finding the right sponsorship fit is crucial for success and listener trust.
- Direct pitching to brands can be an effective strategy, especially when you understand your audience well.
- It's essential to focus on engagement metrics rather than just download numbers when seeking sponsorships.
- Misaligned sponsorships can damage your relationship with listeners and hurt brand reputations over time.
- Building authentic partnerships with brands is more beneficial than simply chasing ad dollars for your podcast.
- Podcasters should prioritize quality connections over quantity, focusing on brands that genuinely align with their values.
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Be a Better Podcaster is a tips and growth podcast brought to you by Jamie and Jaayne. These are AI hosts - their voices are auto-generated, reading content created by Danny Brown, host of One Minute Podcast Tips and 5 Random Questions.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:20):
Welcome to the deep dive,where we aim to cut through the noise
and get straight to theinsights you need. Today, we're diving
headfirst into a topic that,well, it sparks a ton of questions
for podcasters everywhere.Sponsorships, you know, should you
run them? How do you even findthem? Are they actually worth the
hassle? Yeah, it often feelsless like a clear path and maybe
more like hacking through ajungle. Right. So much conflicting
(00:42):
advice out there.
It really is. That jungleanalogy is pretty spot on. Navigating
it can be genuinely daunting.A lot of creators, quite understandably,
see sponsorships as, you know,a vital step, help sustain their
passion, grow the show. But,yeah, the path to finding partnerships
that actually work, that feelright. It's not always obvious. It's
easy to get turned around.
Exactly. And that's preciselywhy we're excited about this deep
(01:05):
Dive. Today we're using afantastic source, podcast, sponsorships,
common questions, and honestanswers by Danny from Be a Better
Podcaster. Our mission hereisn't just to give you a summary.
We want to cut through thatconfusion, offer up some really practical,
honest answers, and hopefullyequip you, the listener, with a clearer
(01:25):
roadmap, help you build smart,effective collaborations for your
show. Because this isn't justabout, you know, sticking an ad somewhere.
It's about strategy. It'sabout partnership.
And that distinction you justmade between just selling ad space
and actually building acollaboration that is absolutely
crucial for today. It's apretty fundamental shift in thinking,
actually. It can completelychange how a podcaster approaches
(01:46):
this, and frankly, howsuccessful they are, are.
Yeah. I'm really curious tounpack how Danny's insights might
challenge some of those commonassumptions we all have. Okay, so
let's get into it. How arepodcasters actually landing these
sponsorships? Danny outlinestwo main ways. What's the first one,
the one that maybe feels a bitmore proactive?
Well, the first method, andyeah, probably the one that feels
(02:07):
most active for the podcaster,is direct pitching. This is where
you, the podcaster, are theone reaching out to brands directly.
The second way, which I thinka lot of people might see as the
ideal scenario, is whencompanies actually seek you out.
They come looking for podcastsbecause they already see the value
there. They get it.
And on that direct pitchingpoint, the source really hammers
(02:28):
home that it works best whenyou truly know your audience, like,
inside and out, and you canshow exactly how that audience aligns
with what a specific brand istrying to achieve. I admit the phrase
cold outreach used to soundwell, terrifying to me, just picturing
sending emails into the void.But Danny reframes it. He says it's
really just a conversationabout shared interest, assuming you've
(02:50):
targeted it. Right. That feltlike a light bulb moment.
Oh, that reframing is huge,isn't it? It completely shifts the
energy. It's not a hard sellanymore. It's about finding common
ground. You're not trying topersuade someone they need your ad
slot. You're basicallypointing out, hey, look, there's
a natural synergy here betweenmy listeners interests and what your
brand is about. And it's notjust demographics like age and location.
(03:10):
It's deeper. It's aboutpsychograph, shared values, even
the specific conversationshappening on your show. And for those
brands that are approachingpodcasters, that really signals,
I think, a growing maturity inthe podcasting space. They're not
just testing the watersanymore. They're actively looking
because they recognize thatunique, intimate connection podcasts
offer, and they're gettingsmarter about finding the shows that
(03:33):
really click with their ideal customers.
Okay, so what does thisactually mean for. For you, the podcaster
trying to figure this all out?Because the source dives right into
what it calls the realchallenge. And honestly, it wasn't
what I expected. It's notabout convincing just any company
to give you money. The hardestpart, according to Danny, is finding
(03:54):
the right ones. Mm, that kindof surprised me. I figured it was
all about just beingpersistent, you know, knocking on
enough doors.
That's such a criticaldistinction, isn't it? We often think
the hurdle is just getting ayes and any yes. But Danny makes
it super clear success reallyhinges on finding specific kinds
of partners. These right onesare typically brands that one, already
(04:17):
understand. Podcasts, they getthe medium, and two, ideally, they've
partnered with podcastsbefore. And crucially, these are
the brands most likely to beopen to real collaboration, not just
a transactional sort of stickan ad here deal. They're looking
for something more integrated,more authentic.
Right, and that connects backto protecting your listeners trust,
doesn't it? If you just slotin any old ad. Yeah, it can feel
(04:37):
really jarring.
Absolutely. If we look at thebigger picture, why fit is just so
incredibly important.Misaligned sponsorships, they can
actually damage listenertrust. They can even hurt the brand's
reputation, frankly, more thanthey help. Like, imagine you're listening
to a podcast about, I don'tknow, minimalist vegan living, and
suddenly there's an ad for agiant pickup truck.
(04:59):
Yeah, that would definitelystand out, and not in a good way.
Exactly. Your listeners wouldnotice instantly. And it could chip
away at that connection, thattrust you've worked so hard to build.
So what looked like an asset,a revenue stream, suddenly becomes
a liability. Realcollaboration, though, that means
the brand's message feelsorganic. It feels genuinely useful
or interesting to youraudience. That provides long term
(05:21):
benefits for everyoneinvolved. You, the brand and the
listener that go way beyondjust a simple ad placement. It's
about creating shared value.
Okay, and speaking ofchallenges, there's this common perception,
right, that getting sponsorsis just this endless time commitment.
Like it's this hu huge uphillbattle that's going to drain all
your creative energy. Webudget hours for what feels like
(05:42):
cold calling. But the sourceoffers a really surprising take here.
It suggests it actually takesless time than you think. It simplifies
the whole thing. Almost counterintuitively.
It really does. Danny lays outthis remarkably efficient, almost
minimalist four step process.First, identify a potential fit.
And this isn't just a wildguess. It means doing a quick targeted
(06:03):
check. Do their values andaudience align with yours? Second,
send a simple intro email. Nota massive proposal, just a concise
note to start a conversation.
Okay, simple intro, got it.
Third, follow up once if youdon't hear back. Just the one time.
No constant nagging, just one time.
And finally, step four, moveon. If it's a no, that's it. You
don't chase endlessly. Yourespect their time and yours. No
(06:26):
endless chasing. That. Thatreally flies in the face of a lot
of sales advice, doesn't it?It's actually a huge relief for creators.
But let's dig into that a bit.What does it really mean to identify
a potential fit? Likepractically beyond just a gut feeling?
And what makes that introemail simple but still effective?
Great questions. Okay, soidentifying a potential fit means
(06:48):
doing some quick smarthomework. Think about brands your
audience already mentions oruses. Are there products or services
you genuinely like thatconnect naturally to your show's
topic? Look at their currentmarketing. Do they sponsor other
podcasts, maybe in relatedniches? What are their stated values
on their website? This quickresearch helps you qualify them before
you even draft. That emailsaves you time. And the simple intro
(07:10):
email. It's all about clarityand brevity. Briefly introduce your
show. Explain why you see aspecific fit between their brand
and your particular audience.Make it specific and then include
a clear, low effort call toaction. Usually just suggesting a
quick chat. Definitely avoiddumping tons of stats or your whole
media kit in that firstcontact. The goal is just to open
(07:30):
the door and not Close thedeal immediately.
Okay, that makes sense. The conversation.
Exactly. And this wholestreamlined approach works because,
as Dani puts it, the rightpartners will get it. They'll recognize
the value quickly. It's aboutusing your energy efficiently, stop
wasting time on prospects thatjust aren't a good match, and focus
on those genuinely compatiblerelationships. Which does raise an
(07:53):
interesting question, doesn'tit? What does it really mean for
a partner to get it? How doyou recognize that? Click.
Yeah. What does that look like?
Well, for a partner to get it,it means a few things, I think. First,
they understand the podcastmedium itself. That unique intimacy,
the trust involved. They knowthey're not just buying impressions,
but reaching engaged ears.Second, they see the mutual benefit.
(08:15):
They see how your specificaudience could genuinely value their
product or service and howtheir brand identity aligns with
your show's overall feel ormessage. And third, they're open
to collaborating in a way thatfeels authentic to your show, rather
than just demanding you readsome generic script that feels out
of place. It really impliesthey understand value beyond just
numbers. They see the audiencealignment and they share a vision
(08:37):
for making the partnershipwork for everyone, not just a transaction.
If they get it, they'llappreciate that simple, direct approach
because they see you'rerespecting their time and looking
for a real partnership, notjust any deal.
Okay, this is really helpful.Now let's switch gears slightly and
tackle something manypodcasters, especially newer ones,
often turn to first, CPMmarketplaces. You know, those platforms
(09:00):
where you sign up and ads justkind of get automatically inserted
into your episodes? Seems likethe easy button, right? But the source
here is pretty blunt about it.For most indie podcasters, the answer
is basically no, right?
And CPM stands for cost permil, or cost per thousand downloads.
For anyone unfamiliar. Thereasons Danny gives for why these
often don't work well forindie shows are pretty clear. These
(09:21):
platforms are fundamentallybuilt for volume. Their whole model
is designed to spray automatedads across lots of shows, often without
much real consideration forfit. The algorithm cares about numbers
mostly, not necessarily thenuance of your content or audience.
And the result? It's stark.Listeners can tell when an ad doesn't
belong and it breaks trust.
Well, yeah, that trust issueagain. It's so central to podcasting,
(09:44):
isn't it? That intimacy. Wefeel like we have a relationship
with the host and then thisrandom, out of place ad pops up and
it just. It feels wrong.Creates cognitive dissonance. The
source isn't saying they'realways terrible. As a bit of nuance.
It clarifies that if Yourpodcast doesn't have, say, thousands
upon thousands of downloadsper episode within the first 30 days,
then maybe CPM could be partof a wider strategy, but definitely
(10:06):
not the main focus. So not asilver bullet, maybe a tiny piece
of the puzzle, but only forvery specific, very high volume shows.
Precisely. The ultimateconclusion from the source is that
you'll almost always getbetter results by building direct
relationships with brands thatmake sense for your audience. And
what's fascinating here, Ithink, are the underlying reasons,
both economic andpsychological, why generic CPM often
(10:29):
fails for smaller niche shows,while direct relationships succeed
for indie podcasts, whichoften thrive because they build these
authentic, tight knitcommunities. A poorly matched ad
feels like an intrusion. Itviolates that unspoken trust listeners
have in the host. The listenermight think, my host would never
use this, or this just doesn'tfit the vibe of the show. Direct
(10:51):
relationships, though, allowfor that genuine integration. The
ad can feel more like apersonal recommendation from a trusted
source, almost an organic partof the content. That link to listener
loyalty, that unique intimacyof podcasting. It's incredibly valuable,
and it's something thosegeneric CPM models just can't replicate
effectively.
That's such a key point abouttrust and authenticity. And it leads
(11:12):
perfectly into another reallycritical insight from the source,
which is about how the entireindustry really needs to evolve its
thinking. Brands need to stopobsessing over big data downloads.
For so long, that felt likethe only metric anyone cared about.
Size, size, size.
Yeah. It's a fundamental shiftin how we understand audience value.
And honestly, it's longoverdue. The core argument Danny
(11:34):
makes is simple numbers don'tequal engagement. Plain and simple.
He explicitly says, I'd take asmaller, deeply engaged audience
over a massive but passive oneany day. And that's not just, you
know, a nice sentiment. It's arecognition of where the real marketing
impact, the real return oninvestment often lies. A hundred
listeners, listeners who hangon every word, who trust the host,
(11:56):
who actually act onrecommendations. They're far more
valuable than a thousandpeople who just let it play in the
background and forget it instantly.
Which puts the onus back onus, the podcasters. Right? Our role
becomes making sure you'reshowing the value of your audience
and why a brand would benefitfrom working with you. It's about
communicating the quality ofthat connection, not just the sheer
quantity of listeners. Butokay, for many podcasters, especially
(12:19):
if they're newer to thinkingabout sponsorships, how do you actually
measure that engagement? Andthen how do you effectively communicate
it to a potential sponsorgoing beyond just the download number,
what are the practical metrics?
Right. This is where the realwork happens, but also where the
real opportunity lies.Particularly for indie shows, you
can definitely measure andcommunicate engagement beyond just
(12:39):
raw downloads. Think aboutthings like 1, listen through rates
or LTR. What percentage ofyour episode are people actually
listening to? High LTR meansdeep engagement, not just a click
and bounce. Many hostingplatforms offer this data now.
Okay, LTR. Good one.
2. Audience demographics andpsychographics go deeper than age
(13:00):
and location. What are theirinterests? What other shows do they
like? What do they care about?You can get this from listener surveys,
maybe analyzing your communityinteraction. Aha.
Surveys. Community.
3. Community interactionitself. Are people commenting on
social media, sending youemails, active in a Facebook group,
or discord? You can sharetestimonials, screenshots of great
conversations, examples oflistener contributions, 4. Call to
(13:23):
Action or CTA performance. Ifyou've had sponsors before or even
just asked listeners to checkout a link or use a discount code,
track how that performed.That's direct proof of influence,
actual results. And five,don't forget qualitative feedback.
Share those glowing reviews,those heartfelt emails or dms from
listeners talking about theimpact your show has on them. That
(13:44):
human element, it can beincredibly persuasive. You pull this
together, maybe in a concise,visually appealing media kit, just
two or three pages perhaps,and you tell a story about your audience's
quality and responsivenessthat raw download numbers just can't
capture.
That makes so much sense. It'sabout painting a richer picture.
You know, this whole deepdive, it really seems to be hammering
(14:05):
home one overarching message,doesn't it? Sponsorships aren't really
about just chasing everypossible ad dollar that comes your
way or signing up for everyplatform and hoping something sticks.
It really sounds like it'sabout building partnerships that
make sense for you, youraudience and the brand. It feels
more sustainable, moregrounded in integrity.
Absolutely. That's the corephilosophy. And Dani does a great
(14:29):
job distilling this into someclear, actionable takeaways. First,
keep it simple. Find the rightfit. Don't overcomplicate it. Don't
cast your net ridiculouslywide focus. Second, focus on engagement.
Really understand andarticulate that a smaller, deeply
connected audience can be waymore valuable than a huge, passive
one and maybe the mostpowerful one. Don't be afraid to
say no when it's not aligned.
(14:50):
That last one, saying no, thatreally resonates. It can feel incredibly
difficult. Can it? Especiallywhen you're trying to monetize your
work. But saying no to thewrong fit, it says so much about
your show's integrity, aboutyour respect for your audience, it
feels like an investment inthe long term health of your podcast
rather than just a short termgash grab.
Exactly right. And it bringsup a really important question for
(15:12):
every podcaster listening toask themselves, what does aligned
truly mean for your show inthe context of your specific content,
your values, your audience'sexpectations, your show's integrity?
It's really about making sureany partnership reinforces who you
are, respects the listenersyou've cultivated, and feels authentic
coming from you. If taking adeal means you have to compromise
(15:34):
your core values or promotesomething you don't actually believe
in, or risk alienating thevery people who support you, then
it's just not aligned. Period.It doesn't matter what the money
looks like. That long termvalue of maintaining alignment with
your values, your goals, youraudience, it far outweighs any short
term financial gain from apartnership that just doesn't feel
right. It builds thatfoundation of trust that honestly,
(15:55):
money can't buy.
Wow, what a fantastic deepdive into the world of podcast sponsorships.
So much practical advicethere. We've covered the two main
ways sponsors come on boardthat direct pitching, reframed as
a conversation, and beingapproached. We really dug into the
real challenge. Finding theright fit, focusing on brands that
actually understandpodcasting. We busted the myth about
(16:17):
it being an endless time suck,revealing Danny's super efficient
four step process. And we gotpretty clear on why those generic
CPM marketplaces, probably notthe best bet for most indie shows.
And critically, we highlightedthat industry shift, moving away
from just obsessing over hugedownload numbers and towards valuing
that deep, meaningfulengagement. And ultimately it all
comes back to that corephilosophy, doesn't it? Seeking genuine
(16:40):
partnerships, not justpayments, prioritizing fit, really
focusing on engagement, andimportantly, having the confidence
to say no. When somethingisn't aligned with your show's core
values, those really feel likethe keys.
Absolutely. Which leaves usand you, the listener, with a final
provocative thought to maybemull over. If the real goal here
is building partnerships thatgenuinely makes sense for you, for
(17:02):
your audience and for thebrand, then what unique value does
your podcast offer, regardlessof its current size, that an ideal
partner might not even realizethey're looking for yet? Think about
it. How could rethinking valuebeyond just audience numbers? Maybe
it's your unique community,your specific niche perspective,
a particular problem your showhelps listeners solve. How could
that open up entirely newsponsorship possibilities? You haven't
(17:24):
even considered beforesomething to think about. Thank you
so much for joining us on thede jive. We really hope this has
given you a clearer, moreconfident path forward with sponsorships.
Welcome to the deep dive,where we aim to cut through the noise
and get straight to theinsights you need. Today, we're diving
headfirst into a topic that,well, it sparks a ton of questions
for podcasters everywhere.Sponsorships, you know, should you
run them? How do you even findthem? Are they actually worth the
hassle? Yeah, it often feelsless like a clear path and maybe
more like hacking through ajungle. Right. So much conflicting
(00:42):
advice out there.
It really is. That jungleanalogy is pretty spot on. Navigating
it can be genuinely daunting.A lot of creators, quite understandably,
see sponsorships as, you know,a vital step, help sustain their
passion, grow the show. But,yeah, the path to finding partnerships
that actually work, that feelright. It's not always obvious. It's
easy to get turned around.
Exactly. And that's preciselywhy we're excited about this deep
(01:05):
Dive. Today we're using afantastic source, podcast, sponsorships,
common questions, and honestanswers by Danny from Be a Better
Podcaster. Our mission hereisn't just to give you a summary.
We want to cut through thatconfusion, offer up some really practical,
honest answers, and hopefullyequip you, the listener, with a clearer
(01:25):
roadmap, help you build smart,effective collaborations for your
show. Because this isn't justabout, you know, sticking an ad somewhere.
It's about strategy. It'sabout partnership.
And that distinction you justmade between just selling ad space
and actually building acollaboration that is absolutely
crucial for today. It's apretty fundamental shift in thinking,
actually. It can completelychange how a podcaster approaches
(01:46):
this, and frankly, howsuccessful they are, are.
Yeah. I'm really curious tounpack how Danny's insights might
challenge some of those commonassumptions we all have. Okay, so
let's get into it. How arepodcasters actually landing these
sponsorships? Danny outlinestwo main ways. What's the first one,
the one that maybe feels a bitmore proactive?
Well, the first method, andyeah, probably the one that feels
(02:07):
most active for the podcaster,is direct pitching. This is where
you, the podcaster, are theone reaching out to brands directly.
The second way, which I thinka lot of people might see as the
ideal scenario, is whencompanies actually seek you out.
They come looking for podcastsbecause they already see the value
there. They get it.
And on that direct pitchingpoint, the source really hammers
(02:28):
home that it works best whenyou truly know your audience, like,
inside and out, and you canshow exactly how that audience aligns
with what a specific brand istrying to achieve. I admit the phrase
cold outreach used to soundwell, terrifying to me, just picturing
sending emails into the void.But Danny reframes it. He says it's
really just a conversationabout shared interest, assuming you've
(02:50):
targeted it. Right. That feltlike a light bulb moment.
Oh, that reframing is huge,isn't it? It completely shifts the
energy. It's not a hard sellanymore. It's about finding common
ground. You're not trying topersuade someone they need your ad
slot. You're basicallypointing out, hey, look, there's
a natural synergy here betweenmy listeners interests and what your
brand is about. And it's notjust demographics like age and location.
(03:10):
It's deeper. It's aboutpsychograph, shared values, even
the specific conversationshappening on your show. And for those
brands that are approachingpodcasters, that really signals,
I think, a growing maturity inthe podcasting space. They're not
just testing the watersanymore. They're actively looking
because they recognize thatunique, intimate connection podcasts
offer, and they're gettingsmarter about finding the shows that
(03:33):
really click with their ideal customers.
Okay, so what does thisactually mean for. For you, the podcaster
trying to figure this all out?Because the source dives right into
what it calls the realchallenge. And honestly, it wasn't
what I expected. It's notabout convincing just any company
to give you money. The hardestpart, according to Danny, is finding
(03:54):
the right ones. Mm, that kindof surprised me. I figured it was
all about just beingpersistent, you know, knocking on
enough doors.
That's such a criticaldistinction, isn't it? We often think
the hurdle is just getting ayes and any yes. But Danny makes
it super clear success reallyhinges on finding specific kinds
of partners. These right onesare typically brands that one, already
(04:17):
understand. Podcasts, they getthe medium, and two, ideally, they've
partnered with podcastsbefore. And crucially, these are
the brands most likely to beopen to real collaboration, not just
a transactional sort of stickan ad here deal. They're looking
for something more integrated,more authentic.
Right, and that connects backto protecting your listeners trust,
doesn't it? If you just slotin any old ad. Yeah, it can feel
(04:37):
really jarring.
Absolutely. If we look at thebigger picture, why fit is just so
incredibly important.Misaligned sponsorships, they can
actually damage listenertrust. They can even hurt the brand's
reputation, frankly, more thanthey help. Like, imagine you're listening
to a podcast about, I don'tknow, minimalist vegan living, and
suddenly there's an ad for agiant pickup truck.
(04:59):
Yeah, that would definitelystand out, and not in a good way.
Exactly. Your listeners wouldnotice instantly. And it could chip
away at that connection, thattrust you've worked so hard to build.
So what looked like an asset,a revenue stream, suddenly becomes
a liability. Realcollaboration, though, that means
the brand's message feelsorganic. It feels genuinely useful
or interesting to youraudience. That provides long term
(05:21):
benefits for everyoneinvolved. You, the brand and the
listener that go way beyondjust a simple ad placement. It's
about creating shared value.
Okay, and speaking ofchallenges, there's this common perception,
right, that getting sponsorsis just this endless time commitment.
Like it's this hu huge uphillbattle that's going to drain all
your creative energy. Webudget hours for what feels like
(05:42):
cold calling. But the sourceoffers a really surprising take here.
It suggests it actually takesless time than you think. It simplifies
the whole thing. Almost counterintuitively.
It really does. Danny lays outthis remarkably efficient, almost
minimalist four step process.First, identify a potential fit.
And this isn't just a wildguess. It means doing a quick targeted
(06:03):
check. Do their values andaudience align with yours? Second,
send a simple intro email. Nota massive proposal, just a concise
note to start a conversation.
Okay, simple intro, got it.
Third, follow up once if youdon't hear back. Just the one time.
No constant nagging, just one time.
And finally, step four, moveon. If it's a no, that's it. You
don't chase endlessly. Yourespect their time and yours. No
(06:26):
endless chasing. That. Thatreally flies in the face of a lot
of sales advice, doesn't it?It's actually a huge relief for creators.
But let's dig into that a bit.What does it really mean to identify
a potential fit? Likepractically beyond just a gut feeling?
And what makes that introemail simple but still effective?
Great questions. Okay, soidentifying a potential fit means
(06:48):
doing some quick smarthomework. Think about brands your
audience already mentions oruses. Are there products or services
you genuinely like thatconnect naturally to your show's
topic? Look at their currentmarketing. Do they sponsor other
podcasts, maybe in relatedniches? What are their stated values
on their website? This quickresearch helps you qualify them before
you even draft. That emailsaves you time. And the simple intro
(07:10):
email. It's all about clarityand brevity. Briefly introduce your
show. Explain why you see aspecific fit between their brand
and your particular audience.Make it specific and then include
a clear, low effort call toaction. Usually just suggesting a
quick chat. Definitely avoiddumping tons of stats or your whole
media kit in that firstcontact. The goal is just to open
(07:30):
the door and not Close thedeal immediately.
Okay, that makes sense. The conversation.
Exactly. And this wholestreamlined approach works because,
as Dani puts it, the rightpartners will get it. They'll recognize
the value quickly. It's aboutusing your energy efficiently, stop
wasting time on prospects thatjust aren't a good match, and focus
on those genuinely compatiblerelationships. Which does raise an
(07:53):
interesting question, doesn'tit? What does it really mean for
a partner to get it? How doyou recognize that? Click.
Yeah. What does that look like?
Well, for a partner to get it,it means a few things, I think. First,
they understand the podcastmedium itself. That unique intimacy,
the trust involved. They knowthey're not just buying impressions,
but reaching engaged ears.Second, they see the mutual benefit.
(08:15):
They see how your specificaudience could genuinely value their
product or service and howtheir brand identity aligns with
your show's overall feel ormessage. And third, they're open
to collaborating in a way thatfeels authentic to your show, rather
than just demanding you readsome generic script that feels out
of place. It really impliesthey understand value beyond just
numbers. They see the audiencealignment and they share a vision
(08:37):
for making the partnershipwork for everyone, not just a transaction.
If they get it, they'llappreciate that simple, direct approach
because they see you'rerespecting their time and looking
for a real partnership, notjust any deal.
Okay, this is really helpful.Now let's switch gears slightly and
tackle something manypodcasters, especially newer ones,
often turn to first, CPMmarketplaces. You know, those platforms
(09:00):
where you sign up and ads justkind of get automatically inserted
into your episodes? Seems likethe easy button, right? But the source
here is pretty blunt about it.For most indie podcasters, the answer
is basically no, right?
And CPM stands for cost permil, or cost per thousand downloads.
For anyone unfamiliar. Thereasons Danny gives for why these
often don't work well forindie shows are pretty clear. These
(09:21):
platforms are fundamentallybuilt for volume. Their whole model
is designed to spray automatedads across lots of shows, often without
much real consideration forfit. The algorithm cares about numbers
mostly, not necessarily thenuance of your content or audience.
And the result? It's stark.Listeners can tell when an ad doesn't
belong and it breaks trust.
Well, yeah, that trust issueagain. It's so central to podcasting,
(09:44):
isn't it? That intimacy. Wefeel like we have a relationship
with the host and then thisrandom, out of place ad pops up and
it just. It feels wrong.Creates cognitive dissonance. The
source isn't saying they'realways terrible. As a bit of nuance.
It clarifies that if Yourpodcast doesn't have, say, thousands
upon thousands of downloadsper episode within the first 30 days,
then maybe CPM could be partof a wider strategy, but definitely
(10:06):
not the main focus. So not asilver bullet, maybe a tiny piece
of the puzzle, but only forvery specific, very high volume shows.
Precisely. The ultimateconclusion from the source is that
you'll almost always getbetter results by building direct
relationships with brands thatmake sense for your audience. And
what's fascinating here, Ithink, are the underlying reasons,
both economic andpsychological, why generic CPM often
(10:29):
fails for smaller niche shows,while direct relationships succeed
for indie podcasts, whichoften thrive because they build these
authentic, tight knitcommunities. A poorly matched ad
feels like an intrusion. Itviolates that unspoken trust listeners
have in the host. The listenermight think, my host would never
use this, or this just doesn'tfit the vibe of the show. Direct
(10:51):
relationships, though, allowfor that genuine integration. The
ad can feel more like apersonal recommendation from a trusted
source, almost an organic partof the content. That link to listener
loyalty, that unique intimacyof podcasting. It's incredibly valuable,
and it's something thosegeneric CPM models just can't replicate
effectively.
That's such a key point abouttrust and authenticity. And it leads
(11:12):
perfectly into another reallycritical insight from the source,
which is about how the entireindustry really needs to evolve its
thinking. Brands need to stopobsessing over big data downloads.
For so long, that felt likethe only metric anyone cared about.
Size, size, size.
Yeah. It's a fundamental shiftin how we understand audience value.
And honestly, it's longoverdue. The core argument Danny
(11:34):
makes is simple numbers don'tequal engagement. Plain and simple.
He explicitly says, I'd take asmaller, deeply engaged audience
over a massive but passive oneany day. And that's not just, you
know, a nice sentiment. It's arecognition of where the real marketing
impact, the real return oninvestment often lies. A hundred
listeners, listeners who hangon every word, who trust the host,
(11:56):
who actually act onrecommendations. They're far more
valuable than a thousandpeople who just let it play in the
background and forget it instantly.
Which puts the onus back onus, the podcasters. Right? Our role
becomes making sure you'reshowing the value of your audience
and why a brand would benefitfrom working with you. It's about
communicating the quality ofthat connection, not just the sheer
quantity of listeners. Butokay, for many podcasters, especially
(12:19):
if they're newer to thinkingabout sponsorships, how do you actually
measure that engagement? Andthen how do you effectively communicate
it to a potential sponsorgoing beyond just the download number,
what are the practical metrics?
Right. This is where the realwork happens, but also where the
real opportunity lies.Particularly for indie shows, you
can definitely measure andcommunicate engagement beyond just
(12:39):
raw downloads. Think aboutthings like 1, listen through rates
or LTR. What percentage ofyour episode are people actually
listening to? High LTR meansdeep engagement, not just a click
and bounce. Many hostingplatforms offer this data now.
Okay, LTR. Good one.
2. Audience demographics andpsychographics go deeper than age
(13:00):
and location. What are theirinterests? What other shows do they
like? What do they care about?You can get this from listener surveys,
maybe analyzing your communityinteraction. Aha.
Surveys. Community.
3. Community interactionitself. Are people commenting on
social media, sending youemails, active in a Facebook group,
or discord? You can sharetestimonials, screenshots of great
conversations, examples oflistener contributions, 4. Call to
(13:23):
Action or CTA performance. Ifyou've had sponsors before or even
just asked listeners to checkout a link or use a discount code,
track how that performed.That's direct proof of influence,
actual results. And five,don't forget qualitative feedback.
Share those glowing reviews,those heartfelt emails or dms from
listeners talking about theimpact your show has on them. That
(13:44):
human element, it can beincredibly persuasive. You pull this
together, maybe in a concise,visually appealing media kit, just
two or three pages perhaps,and you tell a story about your audience's
quality and responsivenessthat raw download numbers just can't
capture.
That makes so much sense. It'sabout painting a richer picture.
You know, this whole deepdive, it really seems to be hammering
(14:05):
home one overarching message,doesn't it? Sponsorships aren't really
about just chasing everypossible ad dollar that comes your
way or signing up for everyplatform and hoping something sticks.
It really sounds like it'sabout building partnerships that
make sense for you, youraudience and the brand. It feels
more sustainable, moregrounded in integrity.
Absolutely. That's the corephilosophy. And Dani does a great
(14:29):
job distilling this into someclear, actionable takeaways. First,
keep it simple. Find the rightfit. Don't overcomplicate it. Don't
cast your net ridiculouslywide focus. Second, focus on engagement.
Really understand andarticulate that a smaller, deeply
connected audience can be waymore valuable than a huge, passive
one and maybe the mostpowerful one. Don't be afraid to
say no when it's not aligned.
(14:50):
That last one, saying no, thatreally resonates. It can feel incredibly
difficult. Can it? Especiallywhen you're trying to monetize your
work. But saying no to thewrong fit, it says so much about
your show's integrity, aboutyour respect for your audience, it
feels like an investment inthe long term health of your podcast
rather than just a short termgash grab.
Exactly right. And it bringsup a really important question for
(15:12):
every podcaster listening toask themselves, what does aligned
truly mean for your show inthe context of your specific content,
your values, your audience'sexpectations, your show's integrity?
It's really about making sureany partnership reinforces who you
are, respects the listenersyou've cultivated, and feels authentic
coming from you. If taking adeal means you have to compromise
(15:34):
your core values or promotesomething you don't actually believe
in, or risk alienating thevery people who support you, then
it's just not aligned. Period.It doesn't matter what the money
looks like. That long termvalue of maintaining alignment with
your values, your goals, youraudience, it far outweighs any short
term financial gain from apartnership that just doesn't feel
right. It builds thatfoundation of trust that honestly,
(15:55):
money can't buy.
Wow, what a fantastic deepdive into the world of podcast sponsorships.
So much practical advicethere. We've covered the two main
ways sponsors come on boardthat direct pitching, reframed as
a conversation, and beingapproached. We really dug into the
real challenge. Finding theright fit, focusing on brands that
actually understandpodcasting. We busted the myth about
(16:17):
it being an endless time suck,revealing Danny's super efficient
four step process. And we gotpretty clear on why those generic
CPM marketplaces, probably notthe best bet for most indie shows.
And critically, we highlightedthat industry shift, moving away
from just obsessing over hugedownload numbers and towards valuing
that deep, meaningfulengagement. And ultimately it all
comes back to that corephilosophy, doesn't it? Seeking genuine
(16:40):
partnerships, not justpayments, prioritizing fit, really
focusing on engagement, andimportantly, having the confidence
to say no. When somethingisn't aligned with your show's core
values, those really feel likethe keys.
Absolutely. Which leaves usand you, the listener, with a final
provocative thought to maybemull over. If the real goal here
is building partnerships thatgenuinely makes sense for you, for
(17:02):
your audience and for thebrand, then what unique value does
your podcast offer, regardlessof its current size, that an ideal
partner might not even realizethey're looking for yet? Think about
it. How could rethinking valuebeyond just audience numbers? Maybe
it's your unique community,your specific niche perspective,
a particular problem your showhelps listeners solve. How could
that open up entirely newsponsorship possibilities? You haven't
(17:24):
even considered beforesomething to think about. Thank you
so much for joining us on thede jive. We really hope this has
given you a clearer, moreconfident path forward with sponsorships.
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