Most founders still think YouTube or social = top of funnel. But audio is actually the most underrated TOFU engine. It builds context, trust, and brand affinity before a prospect sees your content anywhere else. Awareness is cheap. Connection is everything.
Podcasters aren’t influencers… yet 84% of listeners say a host changed their mind about something they once believed. That’s belief-shifting power, not feed-level visibility. Brands chase reach because it’s measurable. They ignore trust because it’s uncomfortable to quantify.
Podcast influence isn’t passive, it’s chosen. 79% say podcasts feel like a one-to-one conversation. Try getting that level of intimacy from an ad scroll. If you want your message to land, show up where people actively choose to listen.
Acast’s 2025 report confirms what I see daily: Podcast hosts now rival journalists in credibility and outperform influencers in trust. If you want buyers who take action, stop chasing reach. Start partnering with the voices people already believe.
You don’t need a bigger audience. You need a smaller one that listens. Reach without resonance is a vanity metric.
Every brand wants awareness. Few deserve it. Awareness without trust is just noise.
The best creators don’t compete with algorithms. They collaborate with them. Feed the system once, own the audience forever.
Every founder I talk to says “our CAC is getting worse.” But their data shows something else: their trust gap is getting bigger. When buyers stop believing ads, CAC doesn’t climb, belief cost does.
Every founder I talk to says the same thing: “Our ads used to work.” Used to. The problem isn’t ad creative, it’s ad credibility. Buyers stopped believing you before they stopped clicking.
Stop leading with what you do. Start leading with why you do .
Most founders don’t have a marketing problem. They have an attribution addiction. They’ll keep paying for “measurable” clicks while ignoring what actually moves people: trust built in silence. The channels that can’t be tracked are usually the ones that actually work.
Not every creator needs a course. Most need proof. Proof they can deliver results, build trust, and create impact. Once you have that, the course writes itself. But until then, partnerships and direct services beat passive dreams.
Building in public sounds brave. But honestly? It’s just efficient. You get feedback, connection, and clarity faster. The hard part is staying honest when you don’t have good news to share.
Raised my starting price slightly and shortened the offer page. Counterintuitive, but conversions went up. Clarity converts faster than discounts, fewer questions, faster yeses.
The creator economy is splitting into two groups: entertainers and business builders. Entertainers chase algorithms. Business builders focus on outcomes.
Podcasting gives you authority without having to “sound like” an authority. It’s not about performance, it’s about showing up as yourself, consistently, until people trust you.
Your audience doesn’t need perfect answers. They need proof you’re walking the same messy path they are.
Creativity without execution is daydreaming. Execution without creativity is a grind. The magic is keeping both alive at once.
Authenticity is the reason people show up. Consistency is the reason they stay.
The posts that connect aren’t the ones I “optimize.” They’re the ones I almost delete, thinking they’re too real.
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