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Episode 9: 

Finding Your Voice: A Guide to Discovering the Perfect Niche for Your Podcast

In this episode, I will share with you a framework for identifying a niche for your podcast. I will walk you through how to apply it, and then we will look at some examples of businesses and podcasts that fit a specific niche.


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Eric Rutherford: [00:00:00] So how do you identify that niche? So one framework you can use, one that I have used is this :"Who, who, how, where" approach

It is time for Build That podcast where we will discuss how you can use a podcast to grow your business and expand your influence. I'm your host, Eric Ruth.


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Now let's jump into today's episode.


When starting a podcast, it's important to focus on a specific niche in order to differentiate yourself from the many other podcasts that are out there. This is still true, even if you're using your podcast in conjunction with an existing.

Business. So how do you identify that niche? [00:01:00] So one framework you can use, one that I have used is this.


Who, who, how, where approach.

Now that sounds weird, I know. But it works not only for podcasts, but for other businesses. So let's kind of run through this. So the first who is the most obvious--it's your target audience.


So whether you're a bakery or an accountant, you're trying to serve somebody. It's important to be specific here. If you try to say that your customer is everyone, well , you'll end up appealing to no one. Let's talk about the bakery, for example. The first, who might be people in the local community who like baked goods or donuts like me. And accountants first who might be people who need help with their taxes or their bookkeeping.


However, you can't stop at the first two. That's just not detailed enough, too broad of a customer base. You need to identify a more specific subset of that audience. That's where the second who comes in.


You know, for the bakery, this might be people who buy baked goods on their morning commute. Okay. [00:02:00] Donuts for breakfast forgive me, I'm a donut guy. Or people who buy birthday cakes. Okay. Guilty again for the accountant. It could be small business owners who wanna outsource their bookkeeping. You know, just by identifying the second who you can hone in on a more specific and targeted audience, you can even go one step further and do a third who just another level down that hierarchy and can be helpful once you've identified.


Your who and the subset therein. Now you move on to the how. So the how do you serve this sub niche? Do you offer delivery? Do you provide support or coaching, you know, for their business, for their personal needs? Is it a do for you type of service, or do you provide instructions and let the customer do it themselves?


You know, by answering these types of questions, you can better tailor your product or service to the needs and desires of your target audience.


Finally, there's the where, where do you serve this sub niche, [00:03:00] this customer group. Is it an online service or do you need to be physically present in a certain location?

So by using this who, who, how, and where framework you can identify a specific niche that allows you to differentiate yourself and really create a product, a podcast that truly resonates. With your target audience. Let's look at a few examples. I've got three, maybe four.


So first example is this pizza joint in Manistee, Michigan, called Big Al's. So we traveled through Northern Michigan last summer and found this pizza oasis in the midst of pines and countryside. It's a single store mom and pop kind of local pizza place that everyone in the area love. I think they've been in business for like 40 years or something.


Anyway, we ate there a couple of times during our travels, and the pizza was excellent both times. It is on 1

my list of places to visit if we're ever in that area again, besides pizza, I liked how big Als [00:04:00] serve their niches. Manistee is a town of about 6,200 people according to Wikipedia. They haven't franchised this location.


They haven't tried to build everywhere. They've expanded their menu, but really it's primarily a pizza place. There's a certain field in the place, which is neat, but definitely wouldn't suit everybody. And it's not a cookie cutter. Like I say, they've been in business for decades in a world where 90% of businesses fail and like you're one and another 90% in the first five years. So they're definitely serving a niche there.


Here in Murfreesboro, which is just outside Nashville, Tennessee there's a guy named Rodney. Provides a pretty nifty service. He'll haul away your old appliances for you now, like refrigerators, washers, and dryers, and he ends up scrapping the metal and getting money for that.


I had to pay a fee because he had to deal with, with the free on him in my old freezer, I had a standup freezer that just died on me, and it wouldn't keep anything cold, so we had to do the tag. But anyway, I, I found him through a simple web. [00:05:00] He had a basic website, no flashy pictures, no designs. You could just clearly see his name, what he did, his phone number, and, and that's how I found him.


And honestly, that's all I needed to know. So Rodney showed up on time, was friendly, professional, took care of everything. That's a niche service, right? That is something in geographically restricted in terms of our county, in terms of how he holds it off in terms of who, who and who. It's the same type of thing.

Rodney did a great job.


A third example, this is a podcast example, which I thought was fascinating because this is definitely. Can be applied to podcasting. So the Casual Birder podcast has identified a, a specific niche of people who enjoy bird watching and wanna learn more about it. I ran across this just in doing some searches online and, and just saw the name and checked it out.


And they've tailored their podcast to this audience by providing birding tips interviews with [00:06:00] expert stories from birders around the world. I know nothing about bird watching, but I found this to be fascinating. So Susie is the host. She shares, according to the website, the joy of watching wild birds from her garden visitors in Southern England to birds internationally, and you can learn how to identify species, notice their behaviors and recognize songs and calls. So this is a niche podcast. This is serving in an audience as of mid-February. They've had 119 episodes. So they're doing a lot of good stuff with that and serving a niche. So really the big takeaway through all of this is think through the best way for your podcast to find a niche.

You can always expand. But try and go narrow and don't be afraid to adjust it as you go if you find it's not working. So even if you have a set business, you can niche down even within that, either to serve your customers with your podcast and serve people in a complimentary market [00:07:00] that might be running adjacent to yours.


So lots of options. Make sure to sign up for The 200 at and receive 200 words every Tuesday to move you forward with marketing and podcasting delivered right to your inbox. Lastly, if you have questions or comments, you can find me on LinkedIn at Eric Rutherford or dm me on Twitter at @rfordej or email me at Remember, use podcasts to grow your business and expand your influence.

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