Episode 273 | Insider Secrets to a Top 100 Podcast | Courtney Elmer

Featured Guest: Joe Casabona
Joe Casabona is a podcast and automation coach who helps busy solopreneurs reclaim their time. With over a decade of podcasting experience, more than 15 years of teaching, and over 20 years in web development, Joe brings a wealth of expertise to his work. He manages three podcasts, earns $30,000 to $50,000 annually from sponsorships alone, and garners 60,000 downloads each month—all while raising three young children. His podcast systems save him 12 hours each week. Outside of podcasting and coaching, Joe enjoys spending time with his family, watching baseball, and talking too much about Star Wars.

0:25 - Why Podcast Sponsorships Might Be Worth It (or Not)
5:29 - The Proven Formula for Finding the Right Podcast Sponsors
8:38 - How to Craft a Winning Podcast Sponsorship Proposal
11:24 - Pricing Your Podcast Sponsorships the Right Way
16:08 - The First Steps to Landing Your First (or Your Dream) Podcast Sponsors

How to Get Podcast Sponsors Without Losing Listener Trust

You’ve probably heard the buzz — podcast sponsorships are the golden ticket to monetizing your show, right? Well, maybe. But are podcast sponsorships worth the effort for small shows, especially if you’re already promoting your own offers? You’re working so hard to build your audience, nurture their trust, and drive traffic to your business — the last thing you want is to risk losing that momentum.

Many podcasters think, “If I want to make money, I need sponsors.” But here's the thing: not all podcast sponsorships are created equal. Yes, landing the right sponsor can help offset production costs, and maybe even bring in extra revenue. But if you’re not careful, podcast sponsorships can also compete with your own promotions, which might leave your listeners feeling pulled in too many directions and cause them to take zero action at all.

So before asking how to get podcast sponsors, ask yourself this: what’s my top priority? Are you trying to grow your audience, promote your own products or services, or create a separate income stream through your podcast? There’s no one-size-fits-all answer here, but the good news is that you can make podcast sponsorships work for you without risking the trust you’ve built with your audience. And that’s exactly what we’re breaking down inside this post.

The Proven Formula for Finding the Right Podcast Sponsors

Finding the right podcast sponsors isn’t just about taking the first company willing to write a check (do people even write those anymore?) You’re not just in it for the cash — you’re in it to create a win-win-win where the brand gets exposure, you generate revenue, and your audience actually benefits from discovering something valuable. In a word? It’s about alignment. You need sponsors whose products or services solve the same problems your audience faces. 

As Joe Casabona puts it, "We want to make the sponsorship or the partnership a win-win-win. A win for the brand, a win for you, the podcaster, and a win for your audience."It might seem obvious that promoting sponsors whose products don’t align with your audience is a fast track to losing their trust, but you’d be shocked how quickly people toss their integrity out the window when someone waves a little cash in their face (er, emails a contract over with a lot of 0’s behind the dollar sign). But when you partner with brands that genuinely help solve their problems, podcast sponsorships can serve to enhance your listener experience — not detract from it.

Joe’s approach to landing aligned sponsors starts with a simple first step: make a list of brands that match your audience’s needs. Think about the tools and services that are a natural fit for your listeners, and don’t hesitate to ask them directly what products they’re curious about. Joe adds, "The best part about that is that you can take those screenshots to the brand and be like, ‘Hey, my audience is specifically asking about you.’"

This strategy not only gives you a head start but shows potential sponsors that your audience is already engaged and interested, making it easier for them to see the value in partnering with you.

How to Craft a Winning Podcast Sponsorship Proposal

So, you’ve got a list of dream podcast sponsors. Now what? This is where the magic happens: crafting a pitch that gets them to say, "HECK YES!" But forget the generic, “Hey, I love your product, want to sponsor my podcast?” email. (That’s a one-way ticket to the trash folder.)

As Joe explains, "Instead of saying, 'I love your product, could you pretty please sponsor my podcast,' you say, 'I see that you’ve been talking a lot about how [your product] can help podcasters save time during production. I talk about this all the time. In fact, I help podcasters save 12 hours per week, producing their podcast. My audience loves it and wants more. Here's how I think I can help you.'" It’s all about making the proposal relatable and specific to what the brand is already doing.

Joe recommends Justin Moore’s R-O-P-E formula — Relatable, Organic, Proof, Easy to Execute. Start by aligning the brand’s goals with your audience’s needs. Then, provide proof of how your podcast has helped similar brands succeed, outline how you’ll execute it: "I’ll create a YouTube video, I’ll do a 60-second spot on my podcast, I’ll share it on social media." Make it so easy for them to say yes, they’ll wonder why they didn’t sponsor you sooner.

The key here? You’re not just looking for any sponsor. You’re looking for the right one — someone who makes sense for your show and your audience. It’s not just about making a few bucks, it’s about building a partnership that feels natural and valuable for everyone involved.

Pricing Your Podcast Sponsorships the Right Way

Ah, the million-dollar question (literally): how do you price your podcast sponsorships? First, toss out the traditional CPM (cost per thousand impressions) model. For smaller shows, this just doesn’t make sense (unless you’re getting at least 1,000 downloads an episode and want to make a whopping $24 — or less than half a tank of gas these days). Instead, focus on the value you bring to the table. Remember, you’re not just selling airtime — you’re selling your trust, your audience’s attention, and your ability to create content that converts.

But when it comes to actually putting a price on things, "Don’t just say, 'Oh, I charge $300 per episode'” Joe says. “Create packages and give people a choice. This is like good, better, best — classic pricing." Joe suggests that the first package should be the lowest you’re willing to go, probably without including everything they need. Then, the middle package includes what they actually need, and the third? Well, that’s the “here’s how we can make it a slam-dunk for you” option.

Joe also emphasizes the importance of asking the right questions upfront: "What are the goals of your campaign? What’s your budget?" By starting the conversation with their needs and budget, you can offer flexible options and negotiate a win-win without itemizing every little thing. Like Joe says, this gives you more room to meet them where they are without sacrificing value.

The First Steps to Landing Your First (or Dream) Podcast Sponsorships

So, you see that getting podcast sponsorships for your show could be a real possibility. But where do you start? First, make a list of five to ten companies that align with your audience's needs and your business goals. Think about the tools, services, or products that would be a natural fit for your listeners. Then, use platforms like LinkedIn or other email finders to track down the right contact person at each company.

Approach potential sponsors with the mindset of creating a long-term partnership that benefits both sides. Ask your audience for input and show sponsors that your listeners are genuinely interested in what they offer. Joe’s advice? "Take screenshots of your audience asking about these brands, and show them to the sponsor. It proves there’s real demand."

Remember, you’re not just trying to “get” podcast sponsors — you’re building connections with brands that align with your values and mission. Podcast sponsorships, especially for small shows, don’t have to be a mystery or a gamble. With the right approach, you can find the perfect partners, maintain trust with your audience, and create a new revenue stream for your show.

And if you want more free advice on starting, growing, or monetizing your podcast, hit the follow button for Insider Secrets to a Top 100 Podcast on your favorite podcast app so you never miss a new episode. 

Or if you’re ready to launch and/or scale your podcast and want our proven strategy to help you reach more new listeners and turn those listeners into leads and sales, book a free strategy call with our team to find out if you’re a fit for PodLaunch® — we’re here to help.

Next Up:

We're diving into a rather taboo topic in the podcasting world: taking a break from your podcast. *Gasp!* Yup, we're going there. I’m showing you how to take a real break without losing your listeners and without anyone ever realizing you’re on hiatus (or sipping a marg on a sunny beach somewhere — who said anyone has to know?).

Whether you need a 90-day breather or a longer pause, I’ll break down the steps to stay top-of-mind with your audience while you take the time you need, without risking breaking listener trust or having to batch months of content in advance.

So if you’re wondering what to do when you need to step away from the mic but don’t want to lose the traction you’ve already worked so hard to build, don’t miss the next episode.