How to Repel the Wrong Podcast Listeners (and Why You Should)
Let me say something that might sound totally backward: your podcast should be a turn-off. Yep. A total deal-breaker. But only for the wrong people.
If you’re using your podcast to grow your business, and I hope you are, then attracting the right listeners means repelling the wrong ones.
Why Repelling Is Good for Business
If I hit play on a podcast and the first thing I hear is, “What’s up, Millennial Single Mama!”
I know two things right away:
- This show is not for me. (I’m a 50-something, child-free, married guy)
- This host knows exactly who they’re talking to. (highest of fives)
And that’s a win for everyone involved. I didn’t waste my time listening, and they didn’t waste theirs trying to convert someone who would never become a client.
Repelling the wrong listener is actually doing your them (and you) a favor.
You Don’t Want Everyone Listening to Your Podcast
I’ve talked to hundreds of entrepreneurs using podcasting as a marketing tool, and the most common mistake I see is trying to appeal to everyone.
But if your podcast is for everyone, it ends up being for nobody.
Here’s what I know after years of coaching podcasters:
- Specificity builds trust.
- Niche shows convert better.
- A well-defined audience is easier to monetize.
You’re not doing your business any favors by racking up downloads from people who will never become customers.
The Best Example of ‘Not for Everyone’ Marketing
Still not sold on the idea that your podcast should repel listeners? Let me give you one of my favorite analogies:
Think of a country bar.
People go there expecting line dancing, cowboy hats, and country music. Everyone knows what to expect. Everyone feels like they belong.
Now, imagine that bar tries to appeal to everyone. The DJ starts playing Baby Shark, K-pop, and some death metal. The dance floor empties. People are confused. For many, the fun night out is ruined.
The regulars stop showing up because they never know what they’re going to get (and the country bar down the street is a lot more consistent).
That bar is now just another confusing place without a real vibe.
The same goes for your podcast. If you’re throwing in random topics, switching up your tone, or being vague about who the show is for, you’re going to confuse (and possibly piss off) the very people you’re trying to attract.
Clarity Converts. Confusion Kills.
You have to know who you’re for, and so do they. If you show up like you’re just for them, they’ll feel that connection.
Because when the right listener presses play and thinks, “Holy crap, this show is made for me”, they will subscribe and share. They’ll listen and be loyal to your show. They’ll feel like they know you and are connected to you.
In other words, you win.
And when the wrong listener bails? That’s a win too.
How to Repel Podcast Listeners (The Right Way)
So, how can you turn your podcast into a turn-off? I cover this in this episode in greater detail, but here are a few tips for attracting the right listeners by repelling the wrong ones:
- Start strong. Let people know who the show is for right away.
- Use language that resonates with your audience. Not industry buzzwords, their words.
- Call out who it’s not for. Seriously, say it out loud. Don’t be shy.
- Stay in your lane. No detours into topics that don’t serve your ideal listener.
Attracting Fewer, Better Listeners
This isn’t about shrinking your audience—it’s about making it better.
When you focus on repelling the wrong people, you create stronger resonance with the right ones. That means:
- More trust
- Faster conversions
- Better return on your podcast investment
And let’s not forget: advertisers love a dialed-in audience. If you ever plan to monetize your podcast that way, being specific is a huge asset.
Still Guessing Who Your Podcast Is For?
If you’re struggling to define your ideal listener, or your show feels too generic, we can help.
We cover this exact process in the Podcast Tune-Up Program, a 6-step coaching experience to help you realign your podcast with your business goals.
Or, book a free podcast coaching call and let’s talk through it together.
Don’t be afraid to turn the wrong people off.
That’s how you turn the right ones on to your show.
