Episode 244 | Insider Secrets to a Top 100 Podcast | Courtney Elmer

0:02 - Why Subtle Tones in Your Voice Cause Listeners to Hit Unfollow
1:49 - The Key Factors Behind Podcast Growth and Conversions
2:47 - Three Reasons Your Podcast Isn't Turning Listeners into Leads
4:28 - How Your Voice Builds Trust and Keeps Listeners Coming Back
16:27 - Using Your Voice to Keep Your Listeners Engaged

Why Good Audio and Content Aren't Enough to Succeed as a Podcaster

People think that good audio and content are the secret to listener conversions. But here's the thing: while those are important, they don't tell the whole story. There’s something else at play that most podcast experts don’t talk about – the unconscious tones in your voice. These tones might be causing listeners not to trust you, affecting your ability to attract, engage, and convert listeners.

Maybe you’re wondering, why focus on improving your podcast voice? What’s the real benefit?

1. Builds Trust: Would you buy something from someone you don’t trust? Probably not. Trust is the prerequisite for any sale, and without it, listeners won’t take the leap from casual followers to loyal clients.
2. Keeps Listeners Hooked: When your voice is passionate and authoritative, it’s like a magnet. Listeners can’t help but stay tuned in and hang on your every word.
3. Makes You Relatable: When your voice sounds authentic and relatable, listeners feel like they know you. This connection makes them more likely to trust you and follow your advice.
4. Drives Conversions: In podcasting, your voice is the one tool that can significantly increase your conversion rates, turning loyal listeners into paying clients.

What Listeners Hear in Your Voice Matters More

Many podcasters shell out big bucks for top-notch equipment and spend hours perfecting their script, convinced this is the magic formula for success.

Sure, good audio and content are important, but imagine you’re tuning into a podcast with amazing sound quality and killer content, but the host has vocal habits that can’t be edited out like a nasal tone or a nervous giggle. Or maybe they sound hesitant, bored, or overly excited to the point where it feels like they’re yelling at you through the microphone. How likely are you to trust that host or follow their advice?

That’s because the unconscious tones in their voice are sending mixed signals, making it hard for you to fully engage or believe in what they’re saying.

From Zero to 15 Million Downloads a Month: Jordan Harbinger's Secret Weapon

Take Jordan Harbinger — he’s always been known for his high-quality production, fascinating content, and captivating interviewing skills. But what really sets him apart from other top podcasters is how he uses his voice. He’s mastered the art of making listeners feel connected and engaged in a way that makes you want to binge every episode. This vocal mastery has given him a competitive edge, helping him stand out in a crowded field of other top podcasters who have equally good production quality and content.

The Secret to Converting Listeners? It’s Not a Bigger Audience

So if you’ve been podcasting for a year or more and only one or two listeners have ever raised their hand asking how to work with you, maybe you’ve thought, “I just need a bigger audience. I need more downloads.” You spend all your time and energy trying to grow your podcast audience, believing that when you do, more people will buy.

But have you ever stopped to think about why the audience you have right now isn’t converting? (And if the audience you already have isn’t buying, what makes you think that a bigger audience will?)

And the way you use your voice can either build trust and engagement or push listeners away. So before you chase bigger numbers, focus on mastering your craft as a podcast host.

Chances are, you’ve heard that 93% of communication is nonverbal, meaning it’s not what you say but how you say it that matters most. The unconscious tones and inflections in your voice can cause people to either lean in and pay attention or dismiss you and tune you out. It's not about how big your audience is, but about what your audience hears that causes them to trust you as an expert and want to work with you — or not.

Use These Techniques to Improve Your Podcast Voice

Sure, there are many practical things you can do to improve your podcast voice. At the bare minimum, make sure you’re doing the following before every episode:

1. Warm Up: How many times have you hit record and started talking without warming up your voice? Singers warm up their voices for a reason. Podcasters should, too. Search YouTube for simple vocal warm up exercises like humming or lip trills and do these before you hit record.
2. Control Your Breath: Proper breath control can make your voice sound steady and confident. Breathe from your stomach — feel your belly expand and your ribs move out sideways. If you’re ready to challenge yourself, practice taking a deep breath before every sentence (you can edit out the breath later). This will help support your voice and keep you from sounding breathless or rushed.
3. Vary Your Tone: Varied pitch, pace, volume, and melody are what keep listeners engaged. If you sound like you’re reading, bored, or your voice lacks energy, guess what? Listeners will feel bored too.
4. Record, then Review: I know, I know, listening to yourself is more cringe-worthy than binge-worthy. But it’s a must if you want to give yourself the best chance of becoming a top podcast host. Play back your recordings and take notes on what you can improve. Do you have a tendency to say “you know?” or “right?” at the end of every sentence? Does your voice go up at the end of a sentence instead of down? Identify these habits and focus on improving one thing each time you record.

The Fifth Technique for a Bingeworthy Podcast Voice: Know Your Voice Psychology

Sure, while the techniques above can make a noticeable difference, they won't change the unconscious tones your listeners pick up on in your voice when they listen to your podcast. These tones are deeply rooted in your voice psychology — how your emotions, mindset, and past experiences influence the way you sound. For that, you need deeper work with a trusted voice coach to uncover why you sound the way you do. (I strongly recommend Katherine Beck or Tracy Goodwin — I’ve worked with both and they are excellent).

This deeper work will help you turn your voice into a powerful tool for connecting with your audience and converting listeners into loyal clients. Authenticity means showing up as your true self and not trying to be anyone else. When your listeners feel connected to you, they’ll hang on your every word, listen until the end of your episodes, come back for more, rave about your show — increasing your conversions and creating a loyal fanbase who not only trust your expertise, but who see you as the go-to authority in your niche.

Want more tips on how to create a bingeworthy podcast people rave about? Follow Insider Secrets to a Top Podcast on your favorite podcast app to learn how to turn your show into a top podcast listeners can’t get enough of.

And if you’re a coach, consultant, expert, or online business owner who wants to start a podcast that turns listeners into leads, we’d love to help. Book a free strategy call to chat with our team and see if you’re a fit for PodLaunch.