Let's face it—one of the reasons you started a podcast was to boost your business. And that's completely fine! Your podcast is your platform, and you have every right to promote what you offer. But there's definitely a right way and a wrong way to go about it.
Take It Slow
When you're just starting your podcast journey with only a few episodes under your belt, pushing sales too hard is a mistake. Your audience is still getting to know you. They're figuring out if they like your style, your content, and your perspective.
Hitting them with aggressive sales pitches right away may cause them to hit the unsubscribe button just as quickly.
Many new podcasters feel anxious about giving away valuable content without immediate return. As counterintuitive as it may sound, in podcasting, building trust and credibility comes first, sales second.
Building Trust with Podcast Listeners Faster by Getting Your Brand Right
Subtle Promotion Works Better
Instead of direct selling, try mentioning your products or services naturally in your intro and outro. You can even mention real outcomes of using your product or service as a ‘credential’.
Here’s an example of you can do an indirect promotion during an introduction: "Welcome to the Marketing Mind Podcast. I'm John Doe, creator of the 'Digital Marketing Mind' course that's helped over 300 small businesses increase their online visibility. Today, we're diving into content calendars..."
Then in your outro: "If you found this helpful, you can find more strategies in my 'Digital Marketing Mind' course—link in the show notes. Until next week!"
Notice how this approach informs listeners about your product without interrupting the value of your episode. The podcast "Online Marketing Made Easy" uses this technique masterfully, mentioning courses briefly at the beginning and end without letting promotion overshadow content.
Value Must Come First
We've all encountered that pushy salesperson who cares more about commission than our needs. Don't be the podcast equivalent.
Your audience tunes in for solutions, insights, and entertainment—not sales pitches. The most successful product mentions address specific problems your listeners face.
Instead of saying, "My coaching program is amazing, sign up today!" try something like: "If you're struggling with work-life balance like we discussed today, my coaching program walks you through the exact three-step process I mentioned. Clients typically report gaining back 10+ hours weekly within the first month."
This approach positions your product as the logical next step for listeners who want to implement what they've learned.
Be Generous With Alternatives
Some episodes won't naturally align with your offerings. When that happens, don't force it. Instead, recommend resources that genuinely help your audience—even if they're not yours.
Maybe you're discussing a topic outside your expertise, or perhaps your product doesn't address a particular challenge your guest brings up. Don't hesitate to recommend someone else's solution.
The wellness podcast "Healthier Together" regularly recommends competitors' products when appropriate. Rather than hurting their brand, this approach has strengthened their reputation as a trusted resource.
Recommending alternatives shows integrity. It demonstrates that you prioritize your audience's needs over your sales goals.
You might even reach out to the creators whose products you've mentioned. A simple message saying, "Hey, I recommended your course on my latest episode because it's perfect for my audience's needs around X" can build valuable relationships in your industry, increasing the potential for cross-linking and raising your online ranking.
Make It Easy to Buy
When you do mention your products, make the purchase process frictionless. Clear instructions in your show notes with direct links remove barriers for interested listeners.
Consider creating special landing pages or discount codes exclusive to podcast listeners. This not only makes them feel special but helps you track which podcast mentions convert best.
Read the Room
Pay attention to your audience's feedback. If engagement drops after episodes with more promotional content, you might need to dial it back. If listeners comment positively about a product you mentioned, that's a sign your approach is working.
Some podcasts successfully dedicate entire episodes to their products, walking listeners through features and benefits in detail. This can work—but only after you've established strong trust and delivered consistent value.
Key Points:
- Build trust before pushing sales, especially in your first few episodes
- Incorporate subtle mentions in your intro and outro rather than interrupting content
- Position your products as solutions to specific problems discussed in the episode
- Recommend alternatives (even competitors) when they better serve your audience's needs
- Make the purchase process simple with clear instructions and direct links
- Monitor audience feedback to find the right promotion balance
- Consider creating listener-exclusive offers to track effectiveness and make fans feel special