Hook Them Before You Sell Them

So you want to make your podcast better?

Well, today we're going to learn a lesson from Seinfeld, the Big Bang Theory, friends and Cheers.

Welcome to your podcast consultant.

Small lessons with big value.

With more than a decade of experience and millions of downloads, this hall of fame podcaster is a featured speaker, author, and mentor to thousands.

Now he wants to work with you.

Your podcast consultant, Dave Jackson.

So a student of the school of podcasting just signed up, said, hey, I would love to get your opinion on my show.

And I was like, great, that's what I do.

And I went over, clicked on Play, and an ad came on.

I was like, all right.

Not my favorite first impression, but okay.

And then the ad was over and a second ad came on.

I was like, ugh, all right, well, hopefully this will be over soon.

Didn't really fit the niche by any means, but, you know, they get there, whatever, 3.003 cents.

And then a third ad came on and I put in my notes.

I normally would tune out.

I would just go, nope, sorry, you're not in any hurry to talk to me.

And that's when I noticed if you watch Cheers, Seinfeld, some of the biggest shows ever, right?

The Big Bang Theory and Friends, they always have something to grab your attention.

Whether it's Jerry telling some sort of joke at the beginning or Friends, where Joey's gonna do what?

Right in the Big Bang Theory, Sheldon's gonna do what.

Whatever it is, Cheers had some sort of opening.

And then it was the opening, which is kind of interesting, if you've noticed on TV they don't do openings anymore where it used to be.

You know, Cheers had the theme.

You know, you want to go where everybody knows their name and it showed who was on the show.

If you watch any of the TV shows today, they almost all.

There's no theme song.

And they just put the names of people up on that opening sequence.

Then when they're walking into either the lawyer's office, the firehouse, the policeman's office, if you notice, they're only like, that's it.

But that's a good point.

They hook them before they sell them.

And Friends is a great example, right?

What's going to happen?

You know, Monica's going to do what?

Holy cow.

Roll the clip.

Now, they do have a theme song, right?

They jump around in the pool and we're all watching.

And then if you're watching on Nickelodeon, they've cut that down.

And then on Nickelodeon, they just run so many ads, but you stick around.

Why?

Because they Got to see what happened to Joey.

They've made that brain gap.

And so for me, when I hear a show start with and I realize it's so easy.

Pre rolls are easy.

Just go, hey, before the show even starts, start selling them stuff.

And I get it.

It's a, it's a button.

And then you say, how many ads do you want?

You go, 1, 2, 12, 27.

However many.

And I know, I know, I know.

But Joe Rogan has seven minutes of ads.

To which I again have to remind most people, you are not Joe Rogan.

And like I said after two, I was like, and also for the record, if this is something you do on a regular basis, now, this is a survey of one.

I will go into my pocket cast and say, start this show at the three minute mark.

Because I don't want to hear your ads.

But I realize you have to eat.

I've always said it.

You know, if you're getting the CPM ads that aren't Host red.

So there's programmatic and Host Red.

Host Red pays around $20 per 1,000 downloads.

Programmatic pay, if you're lucky, $5 per CPM, which is.005 cents per download.

And I always say, if you buy my book, profit from your podcast.

From me over@profitfromyourpodcast.com, i make $12.

And if you wanted to make $12 via programmatic ads, you'd have to have 2,400 downloads.

So which one's easier, getting 2,400 downloads or selling one book?

I think we're going to see a lot of podcasters in 2026 because the race to the bottom is in full swing.

There are companies now that are making thousands, thousands, I'm not exaggerating.

Thousands of episodes a week via AI, and they're awful, but they only need like 50 downloads to be profitable.

And so when somebody goes to a podcaster, says, we'll pay you whatever, $3 CPM, and you go, I'm not taking that.

Haven't you heard?

Haven't you read all the news?

Podcasters have more trust than news anchors.

Podcasts have more connection with their audience than any other medium.

We should be charging more.

There's always going to be that.

One AI company goes, we'll take your $2 CPM.

When I wrote my book, there was actually one company that was paying $1.80.

I was like, oh, you gotta be kidding me.

And so if you want to get people to listen to your show because you've gone into Apple, you've gone into Spotify and you can see how far people listen.

Then you've got to hook them up front.

And you're not going to hook them up front by playing a bunch of ads.

And I know you're going to go, oh, there is the fast forward button.

There is.

But if I have to take my thumb to get to the fast forward button, I can just as easy swipe left and go delete.

So that's an opinion of one.

But I know I'm getting ready to do my January question of the month that I do on the school of podcasting.

And I always ask, what are your top pet peeves?

And one of them is always ads.

And it's not just ads.

It's too many ads.

The Hallmark Channel.

I always talk about them because they're consistent and you know what you're gonna get, and you can learn that from that, but you can also learn what not to do.

And that is.

I actually sat there with my phone and timed it.

If you watch your typical, you know, she's building a list holiday, you know, kind of movie, it was 32% ads, which is worse than radio.

Radio is 30, and that's too many.

But there's.

Because I was like, this is painful to watch.

At one point, they showed seven minutes of the movie and then four minutes of ads, and then they came back to the movie.

I was like, that's ridiculous.

So for me, I think an ad cap should be around 10%.

So if you're doing an hour and a half, let's.

Let's do a hundred minutes, right?

That's a little over an hour and a half than, you know, maybe 10 minutes of ads that you sprinkle out throughout that.

But just keep in mind, ads are one of the least profitable ways to make money with your podcast, the most being sell your own stuff or I'm pushing people towards.

Try that premium thing, you know, on Buzzsprout, on Captivate, they have ways you can use Supercast, you can use Patreon, because what's easier, getting 2,400 downloads or, you know, getting one person to give you five bucks.

I'm Dave Jackson.

I help podcasters.

It's what I've been doing for 20 years.

And I can't wait to see what we could do together.

Go over to schoolofpodcasting.com join because I want to be your podcast consultant.