Monday Memo: Make Your Podcast Matter
By Holland Cooke
Consultant
What makes a life – or the work we do – matter? In Make It Matter, author Matthew Emerzian explores how recognizing our own worth, making others feel valued, and contributing to something beyond ourselves can give everyday choices a deeper purpose.
If you are podcasting, here’s your take-away: Make listeners feel that THEY matter…not merely that your podcast matters.
Emerzian’s narrative builds around three perspectives: “I Matter. You Matter. We Matter.” Applying that framework to podcasting suggests practical lessons.
- Give each episode a listener-centered purpose. Before recording, finish this sentence: “After listening, you will be better able to…” Make a decision? Solve a problem? Understand an experience? Enjoy your day? That answer sharpens the title, opening, questions, and editing.
- Make the guest feel heard. The book’s discussion of active listening is directly relevant to interviewers: Give full attention, ask open-ended questions, and respond to what someone actually says. Your prepared questions are a starting point. When a guest reveals something interesting, follow it. A useful follow-up: “What did that change for you?”
- Recognize the person behind the download. Downloads help measure reach; they don’t fully describe impact. Also collect evidence of usefulness: a listener who tried your advice, shared an episode with someone who needed it, or felt understood.
- Turn participation into a relationship. Invite a specific question, use it in an episode, and acknowledge the contributor, with permission. Then follow up: “Did that help? What happened next?” Those exchanges can give listeners a meaningful role in shaping the show.
- Let expertise include uncertainty. Emerzian explicitly discusses podcast hosts in his treatment of imposter syndrome. No, you don’t have to know everything to contribute something worthwhile. Explain what you know, acknowledge what you don’t, and invite someone who can fill the gap.
- Give the audience something to do together. The “We Matter” perspective suggests a shared purpose beyond consuming episodes: try one practical change, contribute experiences, help answer another listener’s question, or support a community effort. Report back on what participants accomplished.
- Judge the show by what it gives people. A useful editorial question is: “Are we asking listeners to admire us, or giving them a reason to return?” Even a comedy or entertainment podcast can offer recognition, companionship, discovery, and delight.
The big idea: A listener who feels understood has a reason to come back…and recommend your podcast.
Make It Matter: Unlocking Human Potential Through The Mattering Mindset by Matthew Emerzian is published by Wiley Books. To read 2 free sample chapters, scroll down to “Recommended Reading” at HollandCooke.com
Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn
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