Engaging new fans with your Podcast is painful and challenging, because of all the Noise out there.

There are millions of things pushing and pulling at your viewer’s attention. From their lives and family. But also from the torrent of algorithmic junk food being pushed their way by Social Media companies.

But even 1000 really devoted fans can transform a business. Those fans can spread your message and if each of them can bring you 1 new fan, your reach can grow virally.

The trick is though, that these fans have to be deeply invested in you and your content.

And you have very little time to accomplish this! In your Youtube analytics is a chart showing just how many viewers are dropping off in the first 10-15 secs of your videos. It can be as much as 30-50%!

Massive number of viewers lost in the first 15 secs

How to Engage Viewers Deeply

So the question is, what can engage viewers more deeply with you, your message and your brand?

There’s a science to how people get emotionally invested in things. And alot of that science comes from the study of cults.

‘Cults?’ you might be saying, “I don’t know, that sounds scary.”

Well the reason cults are scary is because they take over a person’s life, and radically transform them. People devote their finances, cut off family, and even die for the cult they believe in.

And this information is used by some of the biggest companies in the world to create passionate ‘cult’ fanbases. It’s also used by tyrants and conmen to create mass movements.

Information is a Tool

This information is a tool. And just like a hammer it can be used for good and evil.

If you don’t wanna learn about one of the most powerful ways to influence humans, and decide for yourself what to do with that information.

That’s completely fine and this article isn’t for you.

But if you want to learn some really powerful techniques to engage your fans. And cut through the Noise, to form an unparalleled bond with them. Then read on.

“But wait?” you might be saying “If there’s a secret technique to make a deeply devoted fanbase. Why isn’t everyone using it?”

Well that’s because it’s very hard. A cult figure or brand needs to first and foremost..

1. Be polarizing

That means you have to have a message that rings a bell for some people. And makes them sit up in their seats and take notice.

And at the same time pushes other people strongly away from you.

Your message can be a strong gust of wind. Which will push people to strongly agree and disagree with you.

Or it can be a light breeze. Which won’t push or pull anyone strongly. But instead leave them in the center where boredom and lack of interest are.
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A normal message makes people feel nothing.
A polarizing message makes strong fans, and strong detractors.

And your polarizing message should be something you believe. Because you’re an authentic person and that’s what your audience wants from you.

So you have to find a message that you stand for, in the context of your Podcast topic. But it also has to be polarizing.

But what should be in the message?

2. Craft a message that speaks to your viewer’s dreams

Your viewpoint has to be different from the common wisdom.

But the view has to be about what your fans are trying to accomplish in their life.

It should cut straight to what your viewer wants most.

And explain why they’re failing at it, and what’s making it so hard.

To help identify your polarizing message, you can consider:

1. What are other people in my industry saying?
   • What assumptions aren’t being questioned?
2. Has a new law/technology shifted my industry’s landscape?
   • What is no one else talking about?
3. What problem/pain points are ignored by my competitors?
4. What do I believe that most other people don’t?
   • What is everyone else afraid to say?

Examples:

• Apple said the future of phones was a screen-only device with no keyboard or headphone jack. Most competitors and consumers disagreed with them at the time.
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• SpaceX (Elon Musk’s rocket company) said the future of humanity was in landing and reusing rockets. Most of the Aerospace industry thought that was silly, and would fail.

Once you have a polarizing message. You’ll strongly attract the people who agree with you, because they don’t feel represented by mainstream voices.

Those passionate fans will rally around you. They’ll love you for being the sole voice representing their frustration.

And your polarizing message implies that only you can help them. Because you know what’s really going on.

And it implies an even more important thing. Which is that there’s an enemy. Some malevolent force (an idea, institution or industry group) who’s pushing the mainstream (bad) narrative.

3. Identify the enemy or opposing force

“Wait, why do I need an enemy? Isn’t that unethical?”

Your enemy doesn’t have to be a concrete person or group. It probably shouldn’t be in fact, if you want to be an ethical person.

Consider Apple, who’s fostered a fanbase that hates green text messages. To the point that they’ll reject a potential mate if they’re texting from an Android phone. Which only sends sickly green messages.

Apple has managed to make Android phone ‘uncool’ and taboo in the eyes of many Gen Z

So the enemy can be something tongue in cheek, humorous, a general idea, etc.

But you do need an enemy. Because more than anything else, a common enemy unites a group.

It can also make for compelling content, as you make fun of that enemy.

Criticizing the enemy shows empathy for your audience. Because your audience shares your distaste for the ideas that’re unjustly holding them back from their goals.

This is the piece of the puzzle that really engages people emotionally.

Nuance isn’t what compelling stories are built on. Compelling stories have a hero (your viewer), and a villain who’s trying to stop them.

Bring it All Together

You’re polarizing. Because you believe a common idea in your industry is wrong.

And it’s holding your viewers back from their deeply held goal.

This bad idea is pushed by an Enemy who doesn’t have your viewer’s best interests at heart. This enemy can be an (industry, idea, etc).

And then you show your audience the truth and the path forward.

These are the building blocks to making a cult following.

You can recognize it in some of the most controversial (and popular) public figures. And also in some of the greatest companies on Earth.

This is a powerful technique that can be used ethically, and now you know the steps to do it.

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