Becoming a podcaster that people want to buy from rarely comes down to endless script revisions, long ads, or a more polished delivery. The shows that convert consistently tend to feel clear, intentional, and trustworthy long before an offer is ever mentioned. When listeners understand what you stand for and what to do next, buying stops feeling like a decision and starts feeling like a natural step.

In this episode, money mindset mentor, three-time author, and OG podcaster Denise Duffield-Thomas reveals the podcast choices that supported the growth of her multi-million-dollar business. Her approach challenges common assumptions about monetization and highlights how sustainable success is built through consistency, transparency, and systems that respect how people actually make decisions.

One of the most useful insights? How the 8 Money Archetypes decide when to buy.

This episode explores something I see come up again and again with podcasters: how our internal relationship with visibility and money quietly shapes every outward decision we make. Long before we talk about offers, those beliefs influence how clearly we communicate value, how confidently we frame our episodes, and whether listeners feel invited in or kept at a distance. Talking this through with Denise made it clear how much trust is built at this level, often without us realizing it.

One of the most fascinating parts of our conversation explored the eight money archetypes - a money personality framework developed by Kendall Summerhawk, in which Denise is certified - and how understanding these archetypes helps podcasters design content and offers that align with how their audience actually makes buying decisions.

1. Understand why Accumulators need clarity, reassurance, and an easy path to action - and how small friction points in your content or website can quietly block conversions.
2. Discover why Maverick podcasters often abandon shows or offers that are already working, and how building flexibility into your content strategy prevents self-sabotage.
3. See how Nurturers can shift from feeling guilty about selling to confidently monetizing their podcast by framing offers around impact, service, and care for others.
4. Reframe “too many ideas” as a strength for Alchemists, and learn how creating simple containers for content turns creativity into consistent momentum.
5. Learn why Rulers don’t need motivation, but clear systems - and how a podcast becomes a scalable business asset when efficiency and leverage are prioritized.
6. Understand how Connectors build trust through stories, humanity, and transparency - and why showing your process helps listeners feel safe engaging and buying.

Positioning also plays a key role here. Showing up as a contributor rather than an all-knowing authority creates a different kind of relationship with an audience. Listening to Denise reflect on learning alongside her listeners reminded me how trust deepens when people feel included rather than instructed.

Reassurance emerges as an important and often overlooked element. Some listeners need time, repetition, and confirmation before making decisions, and that isn’t hesitation to overcome - it’s a...

Most podcasters assume discovery happens through social media, word of mouth, or being featured by the editorial teams at Apple Podcasts or Spotify. But the data tells a very different story. In this episode, I sit down with Jennifer Han, CMO at Ausha, to unpack how listeners actually choose their next podcast, and why most creators are optimizing for the wrong behaviors.

What surprised even me is how dominant in-app search has become.

According to the industry discovery research we discuss, one in two podcast listeners discover new shows directly inside podcast apps, and 70% of them use the search bar.

Editorial features and charts? They account for a fraction of discovery.

If you want to grow sustainably, understanding how Apple Podcasts and Spotify search really work it’s truly foundational to surpass your competitors.

For the full list of links, resources and show notes, please visit:

https://thepodcastspace.com/podcast/s4-113-pso-and-ranking-on-podcast-platforms

Try PSO [affiliate link]: https://ausha.co/?fpr=psothepodcastspace

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• 00:46 - Meet Jennifer Han: Chief Marketing Officer for Ausha
• 01:33 - Understanding Podcast Search Optimization
• 06:45 - Practical Tips for Podcast Metadata
• 15:05 - Optimizing for Apple Podcasts and Spotify
• 23:07 - Tracking and Analyzing Podcast Performance
• 28:13 - Conclusion and Additional Resources

If you ask most podcasters what they’re doing to grow their show, the answers sound familiar: posting clips on social media, chasing consistency, experimenting with video, and hoping the algorithm finally notices them. But when you look at the data - real, self-reported data from creators who’ve been at this for years - a different story emerges. Growth isn’t evenly distributed, and effort doesn’t automatically translate into momentum. Some podcasts with massive audiences are shrinking, while smaller, focused shows are quietly compounding month over month. The gap isn’t about talent or effort but it’s truly about strategy.

That’s why my conversation with Jeremy Enns stopped me in my tracks. As the researcher behind the Podcast Marketing Trends Report, Jeremy looks past tactics and into patterns. What stood out most wasn’t what podcasters should be doing, but what actually correlates with sustainable growth and what doesn’t. Even more striking: his personal recommendation for podcasters who want to grow without ever touching social media.

Not as a contrarian take, but as a data-informed one.

• 03:10 – Who took the Podcast Marketing Trends Report 2005
• 05:30 – Why Big Podcasts Are Shrinking While Small Shows Grow
• 07:20 – You Don’t Need a Large Audience to Build a Profitable Podcast
• 09:55 – The Reality Behind Declining Podcast Growth Rates
• 12:45 – Audio vs. Video: How Metrics Are Being Distorted
• 16:50 – Do Social Platforms Actually Drive Podcast Growth?
• 20:00 – Short-Form Video Builds Brands, Not Downloads
• 28:40 – Why Email Is the Most Underrated Growth Channel
• 37:05 – How to Grow a Podcast Without Social Media

For the full list of links, resources and show notes, please visit:

https://www.thepodcastspace.com/podcast/s4-112-what-300-podcasters-reveal-about-podcast-growth-in-2025-podcast-marketing-trends-report

👩‍💻 Book your Podcast Power Hour: thepodcastspace.com/powerhour

Check out the Podcast Marketing Trends Report.