03/08/2026
Too often, B2B businesses come to me wanting three things from their podcast, in this exact order:
1. Sales
2. Better leads
3. Brand recognition
However, if you want content that goes in for the hard sell, turn on QVC instead.
Because when you lead too heavy with the sale in your podcast, you’re actually skipping the steps that make sales possible.
Instead, this is the order of how I recommend things should go.
1. Brand recognition
People need to know who you are before they consider buying from you. No one wants a 45-minute sales pitch wrapped in a podcast. Make them trust and like you first and build familiarity with you and your brand.
2. Better leads
People should hear from you constantly, developing a sense of trust and belief that you understand and can fix their problem. Share your thinking, your expertise, and your frameworks throughout your podcasts. That’s when the right people will consider you.
3. Direct sales
This is when you go for the kill - with direct, relevant CTAs within your useful podcast (or in your marketing). This is the point when your CTAs actually have context - whether it’s asking people to buy your product, use your service, sign up to your email list, or get in touch.
Podcasts are a great, intimate way to build connection. Don’t turn people off with a hard sales pitch. That comes after.
