February 20, 2024

Fame B2B Podcasting Tip 002 - Human Psychology

Tom Hunt

Let's talk podcasting psychology...

Humans spent the majority of their lives evolving on the plains of Africa hundreds of thousands of years ago.

This time period has left remnants of behaviour, deeply embedded in our psychology that cause us to act in specific... and sometimes irrational ways.

Fortunately (or unfortunately!) marketers understand this and use these psychological biases to influence behaviour in a way that suits themselves and their profits.

In this email, I'm going to reveal two of these biases and explain how you can utilise them in your podcast strategy.

1. Deepening Bias

I'm actually not sure if this is a bias so to say... but it definitely is a concept we can use to our advantage.

In life, you form relationships with people that you do hard, scary things with. If you go through some sort of emotional experience with a person, the more emotional the experience the deeper the bond.

Think about your best friends?

Typically, these relationships were formed at school, sports college, or work - all emotionally challenging experiences.

So if this is how we build relationships how do we use this to our advantage?

Well it's simple.

You pick out the people you want to build a relationship (e.g. people you want to sell to or people with an audience that you want to sell too) and then you go through an emotional experience with them.

Such as...

Bringing them onto your podcast.

Yep it doesn't sound like much... but if you record a podcast with someone - that forms a bond.

Let's move on...

2. Liking Bias

We are biologically programmed to like and help "the people in our tribe".

As if we didn't back during the time in which we used to live in tribes... we would be expelled from the tribe and would face certain death.

Therefore, we like to help people similar to us.

So...If you can find the people that can buy your thing (or have an audience of the people that can buy your thing) and bring them into your tribe... they will automatically want to help you.

How does this work in practice?

You kick off the relationship by creating content together as shared above, then you just keep building the relationship.

This is a long term strategy, but it can pay massive dividends in the end. In summary:

1. Kick off relationships through inviting perfect customers or influencers onto your show

2. Nurture those relationships over time and good things will happen

And when I say "good things", I mean:

  • Social shares
  • Downloads
  • Backlinks
  • Introductions
  • Referrals
  • Deals

Anyway, that's it for this week...

So stop reading this content and think…

Who in my niche has an audience of the people I want to sell to... and what content can I create with them?

Related content