Complete practical guide
The podcast book about forty-one thousand downloads and nine messages
37 chapters and 68 printable worksheets on building an original show - why a download is a file transfer, why nothing will discover you, and why nine seconds an episode changes more than a year of production.
Look inside — read the first chapter freeOne payment, USD. Yours permanently — no subscription.
What this guide is
In eighteen months Sol published sixty-one episodes and recorded forty-one thousand downloads. In the same eighteen months, nine people got in touch. Four of those were asking to be guests. Two were corrections. One was a question. Two were somebody saying they liked it. So across sixty-one episodes, the number of people who had ever contacted Sol about the actual content of the show, unprompted and positively, was two. Sol had never asked for a reply. Not once, in sixty-one episodes - it had genuinely not occurred to Sol that this was a thing you could do. Then, at an industry event in month sixteen, somebody Sol had never met said 'you're the one who does the show about that' and quoted, near enough verbatim, something Sol had said in episode fourteen thirteen months earlier, and described how they had changed something in their own work because of it. They were not among the nine. They had listened to most of sixty-one episodes, acted on one, and left no trace of any kind in any system Sol owned. A month later a rights claim arrived about the music bed used under every episode since number one. The licence was real and paid for. It covered podcast use, which Sol had checked. It did not cover episodes containing paid sponsorship - a distinction Sol had not known existed and had therefore never asked about. Fourteen episodes had sponsors in them, and every one had already been downloaded thousands of times, onto devices Sol had no access to, in a form that cannot be recalled, edited or withdrawn.
What you get out of it
Specifics, not promises.
- What a download actually counts, and why it is the one number that cannot go down
- The nine seconds an episode that took replies from 0.2 to 3.7 per thousand
- Why your sponsor read is probably after the minute your median listener stops
- The three music-licence questions people merge into one - and what that costs
- Why seven months of your best work can move the numbers by nothing at all
- The guest release timing that is the difference between a formality and a negotiation
- What deleting an episode does, and the four things it does not
- Why being a guest works and having guests mostly does not
- The two-episode buffer that is your only protection against an irreversible mistake
- 148 AI prompts - and the one thing it must never do in a medium made of a voice
Ideal for
People making or planning an original podcast - and particularly three groups. Somebody about to promise weekly without multiplying it by fifty-two. Somebody four months into publishing well into a silence they have read as a verdict. And anybody who has never once asked a listener to reply.
- Anybody making or planning an original podcast.
- Somebody about to promise weekly without multiplying it by fifty-two.
- Somebody four months into publishing into a silence they have read as a verdict.
- Anybody who has never once asked a listener to reply.
What's inside
Format
- Digital download, delivered instantly after payment
- Formatted for letter paper — read on screen or print it
- Yours permanently, re-downloadable from your library any time
- Licensed for use in your own business
By the end you can
A reader finishes with a concept defined as a situation rather than a topic, tested by whether five people can describe it back after hearing it once; a frequency and length sized against their worst month rather than their best, with a stated publishing day; twenty conversations completed before recording, including the question about where listeners already gather; three episodes recorded before any publishes, which is simultaneously the buffer and the format test; a nine-second specific ask placed before the median listen-through minute, in every episode; a reply ledger with a 'where did you find the show' column, which is the only growth attribution the medium permits; a per-episode rights register completed before upload, treating publishing as a gated act; a guest release sent with the booking confirmation rather than after recording; a placement log kept beside the per-episode download graph; a media kit stating medians, windows, listener contacts and an explicit paragraph on what cannot be known; and stop conditions - including what ending the show well would look like - written while nothing was at stake.
A complete working system for building an original podcast into a business - built on four rules covering the fact that the number you are paid on counts file transfers rather than people, that the medium returns no signal at all unless you deliberately create one, that publishing is the only irreversible act in the business, and that no discovery mechanism exists so every listener is placed by a human - with replies per thousand downloads as the leading indicator, revenue per production-hour as the commercial one, and a reply ledger and a per-episode rights register as the two documents the business cannot be run honestly without.
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