Hey Reader,
I need to tell you something that might sound controversial.
If you're a business owner with a podcast, sponsors are probably the worst way to monetize your show.
I know, I know. Everyone talks about landing that first sponsorship deal like it's the ultimate goal.
But hear me out.
The sponsorship numbers don't add up
Most podcast ad networks won't even consider working with you until you're hitting 10,000–20,000 downloads per episode.
And let's say you get there. You land a sponsorship. The average rate for a mid-roll ad is somewhere between $18–$50 per thousand downloads.
So if you're getting 10,000 downloads per episode, you might make $250–$500 per sponsorship.
Which... fine. That's something.
But here's what I want you to think about:
What's one of your clients worth to your business?
If you're a coach, consultant, course creator, service provider—chances are, one client is worth way more than a few hundred bucks.
Maybe it's $2,000. Maybe it's $10,000. Maybe it's $50,000 over the lifetime of working together.
So why are we spending so much energy chasing sponsorship dollars when we already have something way more valuable to promote?
You already have the best offer
Here's the thing most business owners miss:
Your podcast can be a client attraction tool and AlSO an entertainment platform.
And you already have the perfect thing to promote... your services.
When you talk about your work, share client stories, walk through your process, invite people to take the next step with you... that's not "being salesy." That's being helpful.
And podcast listeners? They want to know how to work with you.
In fact, podcast ads deliver 1.5 times higher conversion rates than traditional digital ads. And when you're the one talking about your own business (not reading a script for a random brand), that trust factor goes through the roof.
One of my clients got her first inquiry within days of launching her podcast. Someone listened, felt connected, and booked a call.
That's the magic of podcasting when you use it intentionally.
The Real Opportunity Cost
I see so many talented business owners put sponsorships on this pedestal.
They're hustling to hit download thresholds. They're pitching brands. They're celebrating a $300 sponsorship deal.
And meanwhile, they're barely mentioning their own offers on the show.
Or they mention it once at the end, almost apologetically, like they're bothering people.
But think about it this way:
If just one listener per month becomes a client because of your podcast, and that client is worth $5,000... that's $60,000 a year in revenue.
From your business. Not from a sponsor who might ghost you after one campaign.
That's sustainable. That's scalable. That's actually worth your time.
What This Looks Like in Practice
I'm not saying never work with sponsors. I'm saying don't make them the priority when you have something better to sell.
Use your podcast to:
- Share your expertise in a way that builds trust
- Tell stories about the transformations you create
- Invite people into your world (your process, your offers, your way of thinking)
- Make it easy for listeners to take the next step with you
And if sponsorships come along later as a bonus? Great. But they shouldn't be the goal if you're running a business.
Your offers should always come first.
Your Podcast Should Work For You
At the end of the day, your podcast is an asset.
It's not just content. It's not just a hobby. It's not something you do "for visibility" and hope it pays off someday.
It's a direct line to the people who need what you offer.
And when you treat it that way—when you show up with intention and make it easy for people to work with you—you don't need to wait for 20,000 downloads to start seeing ROI.
You just need the right listeners. And a clear path from episode to client.
That's it.
If your podcast feels like it's "doing fine" but not actually bringing in clients, let's talk. Book a call with us here and we'll figure out what's missing!
Talk soon,
Hayleigh
PS - if you want to learn more about Entreprenista, check out my recent episode with the co-founder, Stephanie Cartin!