How to Make a Podcast: Lessons from an NPR Producer

I’ve been marketing and building businesses for YEARS.

But podcasting? I’m still a total newbie.

Six months ago, I started Noah Kagan Presents and barely knew how to make a podcast. The audio was shit, the content was only OK, and I spoke way too damn fast.

After releasing a couple episodes of my show, I realized I needed outside help to make my podcast GREAT.

I decided to ask an expert to “coach” me on how to make a good podcast.

Bottom-line: The lessons I learned DRAMATICALLY increased the quality of my podcast.

The advice I learned wasn’t only about podcasts. If you’re looking to improve any type of content, the lessons I learned will help you improve.

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BONUS: How to get 1,000,000 downloads on your podcast

Asking an expert

If I wanted to make my podcast great — and reach my goal of 100,000 downloads per episode — I had to ask a pro.

This isn’t just about podcasts either. Experts will help you in any area of your life.

For example, when I wanted to learn Hebrew, I got a tutor. Or, when I decided to learn more about Facebook Ads, I hired someone and learned their process.

Whatever it is you want to improve, you can find someone who’s already done it. Learn from the experts!

The BIG misconception is that you need to have lots of money. You don’t.

Here are three easy ways you can find experts and mentors for yourself:

1. Go to meetups. People at the top of their field regularly attend events to share knowledge and learn. Use Meetup.com, Facebook Events, or Eventbrite
2. Ask your friends if they know anyone in your field you should absolutely meet
3. Network with VIPs

Here’s an exact script you can use to connect with someone:

Subject line: You = awesome 🙂

Hi [THEIR NAME],

Been a BIG fan for a while.

Noticed you have [problem with your business you can help fix]. Wanted to take a stab. Here’s a [free design I did for your blog, 3 marketing tips to help you get more subscribers, etc.].

If you’re available, would love to pick your brain over a quick coffee or drink at your FAVORITE place.

If I say pretty, pretty, pretty please can I grab a spot on your cal this week? 🙂

-[YOUR NAME]

Go find an expert to help you. Don’t sit around on your ass waiting for them to come to you.

When I wanted to make my podcast great, I realized almost every top podcast was made by NPR.

I started researching NPR producers, and reached out to about 5 people.

It took a while to find the right person. Persistence is key (in EVERYTHING). But I found a producer, Nick, who agreed to help me improve a few episodes start with “My biggest rich asshole moment.”

Nick kicked my ass. He tore my work to shreds. I hadn’t realized just how much I needed help until I saw the edits he made to my episode outline.

The edits didn’t stop there.

Check out some of the feedback Nick gave me after listening to what I thought was a final edit of the episode:

He picked up on so many subtle points that I would have totally missed and really showed me how to make a podcast.

I even picked up on insider tips it would have taken me years to learn:

• The value of Trint, an inexpensive transcription service to find edit points in a podcast
• How to PROPERLY record audio — Which mic to use, how to set it up, and more
• Industry blogs, like Transom.org, to help me make my podcasts 💯

Nick showed me how to make a good podcast. With the feedback I received from Nick, I’ve been able to continue to improve and learn the art of podcasting.

This can apply to your business, too.

When you learn from an expert, the value compounds over time.

Nick’s 3 main tips don’t just apply to podcasting, they apply to any type of content — or any type of communication.

How to make a podcast: 3 takeaways from an NPR expert

1. CUT the fat

The meat is most important.

Most content is surrounded by fluff. 95% of content online clickbait or unhelpful. Create the 1% of content which changes people’s lives.

In order to create EPIC content, you have to be ruthless with your editing. Cut the unessential.

The most important place to cut the fat is the opening. No matter what content you’re producing, you only have a few seconds to grab someone’s attention.

If your podcast doesn’t promise something valuable right at the start, people won’t listen.

Notice how my podcast opening has changed over time.

My very first episode with Tim Ferriss:

This episode:

You’ll notice this episode has an immediate hook to draw the listener.

The same goes for a blog post, Facebook post, YouTube video, or any type of content. Promise epic value right at the start and deliver.

The intro of any content should:

• Make the focus clear
• Tell your audience what to expect (like how to write a book or how to network with VIPs)
• Create forward momentum (aka get people thinking “this is going somewhere”)

To be successful, you have to grab the audience early and make them want to stick around.

Advanced podcast tips: How to get 1,000,000 downloads on a podcast

2. Use signposts

Telling the listener EXACTLY why they should keep listening: Signposts are an incredible way to keep the momentum going.

You can use signposts in a few ways:

• To recap what we’ve covered so far in the story this far
• To raise new questions in the middle of your story
• To tease what’s coming up next

For example, check out the finished version of my “My biggest rich asshole moment.”

In the first minute, you can hear the following signposts:

• What’s the story? “I’m going to talk about my biggest rich asshole moment”
• Clear statement about the overriding podcast theme: “It’s not so much about being rich (or an asshole), but how do you make big decisions in your life?”
• Stating the benefit: “Learn from my mistakes and how to make big decisions easier”
• Loop back to the story: “This all happened when I needed to replace my old Mini Cooper…”

These signposts showed the listener the episode was worth investing time to listen.

Your audience will ALWAYS benefit from guidance.

No matter what content you’re creating, ensure you NEVER leave your audience wondering WTF you’re trying to say. At all times they should know what’s happening, why, and what’s coming up.

Don’t let your listeners or readers start drifting off. Keep them engaged with clear signposts.

3. Have a clear narrative

Why are NPR podcasts so popular?

Narrative, narrative, narrative.

A great narrative will keep listeners interested in your content. Most stories are flat: This happened, then something else happened, and that’s how we ended up here. The end.

Booooring. 😴

You need to inject life into a story to make it worth listening, reading, or watching.

To make a narrative interesting, there are three key elements:

1. A story arc: This is how your story develops throughout the content. To keep it interesting, you need to deliver the story in a surprising way — not just linear A to Z
2. Conflict: Every great story is based on some conflict. The story often unfolds as the protagonist learns how to deal with the conflict. For example, in “My biggest rich asshole moment” the underlying conflict was between what I thought would make me happy (an expensive sports car)… and what actually made me happy (my Miata)
3. Signposts: Regularly tell your listeners why they should keep listening to your content. Don’t let them get lost. Signposts tell listeners what’s coming up, recap sections, and raise questions

Think of creating content like a sales job. Every second you’re selling the story to your audience and giving them a reason to listen.

If you want to know how to make a podcast — or what you can learn from finding an expert to help grow your business, check out the podcast below.

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