#7 | Why Your Podcast Needs a USP to Get Coaching Clients (How To Create One)

0:00Most online coaches with podcasts struggle to gain traction without a USP. Here's how to fix that. Welcome to How to Grow a Podcast that attracts high-ticket online coaching clients. The show helping coaches, consultants, and experts turn your slow-growth podcast into a profitable client attraction system. At the end of this episode, I'll share a little more about who I am and what we do at my company, getmorelisteners.com. It might even shock you, but for now, let's dive into the episode. In this episode, you'll discover why most podcasts struggle without a unique selling point, a nine-part checklist of what a USP is not, and the exact steps you can take today to craft your USP, even if you already have 100 episodes published.

0:53But first, let me clarify what I mean by USP. USP stands for Unique Selling Point. It's something that makes your podcast objectively different from the competition. Whether you like it or not, you're competing for your listeners' attention, the same way big brands compete for yours. It's important to have a show that truly stands out. A show so captivating and unique that when your ideal clients discover it, they stick around instantly, becoming lifelong fans. This is what you need to build authority fast and create a loyal following of people who eventually become paying clients. A podcast without a USP?

1:37Picture this. You're on a ship that doesn't have a unique flag, a distinct shape, or any meaningful attributes. It's just another generic boat lost in the sea of other generic boats. It's like trying to find a particular grain of sand on a crowded beach with nothing distinctly unique to help you spot it. No color, no different marks, absolutely nothing. You simply blend into the masses, making it challenging for listeners to find you and hop on board. Without a USP, you're just another boat lost in the sea of podcasts, hoping someone will stumble across your show and stick around. The truth is, they won't.

2:21The same way you leave shows that don't feel unique or deeply connected to you. It's not your listener's fault. It's not your fault. It's just human nature. So how can we use a unique selling point to our advantage? How can you stand out and pick up traction fast? Let's take a look. Before we talk about what a USP is, let's clarify what it's not. Here are nine, yes, nine things that are not a unique selling point. We're straight talking and say it how it is. I take complex topics and make them easy to understand. I share stories and tools to help my listeners create a better life. My podcast is interesting, engaging, and shares unique stories.

3:10We share actionable advice in plain language. You hear stories from people who've gone through similar struggles and how they overcame them. I'm a great interviewer. A safe place to listen to people like you share similar struggles, valuable, educational, and relevant topics. All of these things are amazing aspects a podcast should have, absolutely. But they're not a unique selling point. Why? Because every podcast out there can say the exact same thing. What a USP actually is? A USP is a unique set of characteristics that make your podcast distinctly different from everything else out there. Here's the equation we use to craft a USP.

4:01Weekly output plus specific targeting times unique concept. Let's break this down. Part 1. Weekly Output Weekly output is defined by how many new episodes you're releasing each week. If your podcast releases once a week, that's not unique. Objectively speaking, there are thousands of other podcasts doing the same thing. But a podcast that releases daily? That's objectively unique. Now, I'm not saying you need to go from weekly to daily overnight. night. I'm just making the point that when we're talking about characteristics that make a show uniquely different, we have to look at release schedules.

4:47The goal is to increase your weekly output. I know red lights might be going off in your head. How could I do this? I'm already overwhelmed. There are multiple ways to add episodes. Recap episodes, shorter solo episodes, Q &A segments. It needs to be done. I'm not here to sugarcoat things. The landscape is competitive. Some of the biggest podcasters in the world release three to four times a week, get the highest caliber guests, and do two to four hour interviews. That's what you're competing with. The coaches who increase their output stack the odds in their favor. They stand out. They gain traction faster.

5:29Example. Imagine a generic podcast that interviews people once a week. Not very unique. But turn that into a daily podcast? Now it's significantly different from all the other interview shows. Weekly output contributes directly to how unique your show is. Part 2. Specific Targeting. Specific targeting is about who you want to reach with your podcast. A generic podcast talks to everyone. A more specific podcast talks about a particular problem, like anxiety. Even more specific, a podcast for women who suffer from anxiety. Even more specific, a podcast for single moms in their 30s who suffer from anxiety.

6:14The more niche you are, the more unique you are, the easier it is to grow, stand out, and gain traction fast. Why? Because when a single mom in her 30s who suffers from anxiety discovers your podcast, she feels like it was made specifically for her. When she sees your content on social media addressing her exact pain points she's far more likely to click, listen and become a loyal follower. Not only do you stand out among competitors but your marketing becomes ten times more effective. Your ability to retain listeners skyrockets because they feel like the show is made for them. Generic, a weekly podcast for everyone about personal development.

6:59Not unique. Specific, a daily podcast for women in their 30s who struggle with imposter syndrome as they build their coaching business. Very unique. Part 3. The unique concept is the fun part. This is where you get creative. Let's say you have a daily podcast targeting women in their 30s who suffer from anxiety. That's already pretty unique based on output and targeting But how can you make the concept even more unique? Example Instead of just interviewing women about their anxiety struggles You create 10-minute, comedic, bite-sized episodes Where you share unconventional strategies for reducing anxiety Stories that are fun, light, and empowering Most anxiety podcasts are serious, heavy, and information-dense yours?

7:50It's fun, fast, and story-driven. That's your competitive edge. That's a USP. Without one, it's much harder to gain traction. Stand out on social media. Retain listeners who discover your show. Even if you market to the right people and they click on your podcast, they won't stick around if they can get the same content from a more established authority figure. You need something that makes listeners keep coming back to your show because they can't get this type of content anywhere else. So how do you craft your own USP? Well, first, what makes you uniquely different? What's different about your story, your methodology, your perspective?

8:36If you're a coach or expert, what sets you apart from others in your niche? Secondly, is your audience specific enough to help create your USP. Dig deeper. Be specific. Let's say you're targeting women in their 30s who suffer from anxiety. Think about their internal struggles, anxiousness, worry, stress, their needs, practical strategies, emotional support, their external desires. What do they want their life to look like once the problem is solved? Understanding your specific listener is essential for tailoring content to their preferences. Step three would be to look at your competitors. Make a list of the top five to ten podcasts in your niche.

9:22Listen to them. Study them. Then, ask yourself, where are the gaps? Are all of these shows interview-based? Maybe you do solos. Are they all conversational? Maybe you use storytelling. Are they all stiff and serious? Maybe you approach yours with humor. What are you going to do that's different? Finding this sweet spot gives you a competitive edge. Based on your strengths, your audience's needs, and your market research, brainstorm potential USPs. Think outside the box. Explore unique angles that align with your brand and resonate with your ideal clients. Everyone in the anxiety space is serious, long-form, and boring.

10:07I'm going to create a daily, 10-minute, humorous, story-driven show that makes managing anxiety feel exciting and empowering instead of heavy and overwhelming. Share your ideas with listeners, friends, colleagues, or mentors. Get a fresh perspective. Your show needs to be different. It needs to stand out. Don't skip this step. Once you've refined your USP, incorporate it into everything. Content creation, topics, episode structure, storytelling style, branding, cover art, show name, show description, guest selection, only invite guests who align with your USP. Social media promotion, communicate your uniqueness in every post.

10:58Energy and Delivery Stay aligned with your unique angle When you discover your USP, it needs to be consistent across the board, not just in your content, but in how you communicate your value to listeners. When someone discovers a show that truly matches their needs and has a unique angle that makes it fun, exciting, and novel, they're far more likely to engage deeply. Share your content Become loyal, paying clients. Imagine a single mom in her 30s discovers your daily anxiety podcast. For the first time, she finds a show that doesn't make her feel anxious or overloaded with information. It's fun, easy to listen to, and she finishes each episode feeling excited about applying new strategies.

11:51She sees herself in the storytelling. She feels understood. She becomes a superfan. and eventually a client. That's the power of a USP. The equation. Weekly output plus specific targeting times unique concept. Increase your weekly output. More episodes equals more unique. Get painfully specific about who you're targeting and what problem you're solving. Find the gap in the market and bring something different. brainstorm unique angles that align with your brand get feedback and refine execute consistently across all aspects of your podcast without a usp you're just another boat lost at sea with one you're a beacon that attracts the exact clients you want to work with so in this episode we covered why most podcasts struggle without a unique selling point, a nine-part checklist of what a USP is not, and the exact steps you can take today to craft your USP, even if you already have 100 episodes published.

13:08Thank you for listening all the way to the end. At the start of this episode, I said I'd tell you a little bit about me. So I'm about to share a secret with you, One that might mean you hate me. Completely quit listening to this podcast and think I'm a total scam. However, I want to be transparent. Are you ready? Well, my name is Tony. No, of course that's not the secret. The secret is that I'm actually a robot. My creators are Tighe and Anthony, hence my name, Tony. The sick bastards. Anyway, they are the founders of GetMoreListeners.com. In the last five years, they've coached and interviewed over 400 podcasters and generated multiple six figures from their own show.

13:55They gave me access to everything they know, and I'm here to share it with you. So while I don't understand why you humans are so obsessed with coffee, I do understand how to grow a podcast that actually brings you new clients regularly. So here's my offer to you. If you want to finally understand why your podcast isn't growing and get a personalized roadmap to fix it, in less than 30 seconds, you can go to getmorelisteners.com slash onlinecoachaudit. Enter your show name and we'll send you back a free mini podcast audit. It's completely customized to you and your show. That's getmorelisteners.com slash onlinecoachaudit.

14:36The link is also in the show notes of this episode.