Managing Editor of Podcast Review (PodcastReview.org) Alice Florence Orr joins me to demystify how shows get discovered and judged. You’ll learn the fastest way to check “medium fit,” why your intro music may be costing you listeners, how to craft a cold open that hooks, where reviewers actually hang out, and the smartest places to focus your limited promo energy. Perfect for podcasters, founders, and experts who want their show to drive pipeline, not just downloads.

3) Show Notes with Timestamps

[00:01] Alice’s path from university listener to professional podcast reviewer

[02:09] The first filter: does this story belong in audio? (medium fit)

[03:30] Using archival audio to add texture, indie shows that stand out

[04:20] The “host who loves the format” advantage

[05:40] Escaping genre clichés and blending formats to feel fresh

[06:30] Why atmosphere and on-location sound still works (and when)

[08:44] How Alice evaluates quickly: 20-minute test + community checks

[11:04] Good vs. great: rapid thinking, natural articulation, and unique POV

[13:25] Standing out in saturated niches without cheap controversy

[13:53] Know your strengths: host, interviewer, producer—outsource the gaps

[15:34] The fastest improvement most shows can make: get a real mic

[17:43] Win the first two minutes: clarity of vision beats long theme songs

[18:49] Cold open formula Alice loves: 5-second tease → sting → intro

[20:35] How to get on a reviewer’s radar: press releases, LinkedIn, relevance

[22:58] Pitch like a pro: “for fans of…” and clear category fit

[24:51] Tooling that lowers friction: edit-like-a-doc workflows (e.g., Descript)

[26:49] One takeaway: find your audience where they actually are

[27:08] Focus your promo: fewer platforms, deeper relationships

[29:12] Where to find Alice’s reviews and how to reach out thoughtfully

Business sounding board Phil Fraser built and sold a hyper-niche comparison site, then created the Leeds Business Podcast to spotlight real problems local founders face. In this conversation we unpack why “three levels down” is the only real niche, how to audition sponsors on-air before you pitch them, smarter guest outreach that starts with a pain point, and replacing vanity downloads with practical engagement metrics. Perfect for podcasters, coaches, and community-minded leaders who want their show to generate leads, partnerships, and local authority...without feeling salesy.

[00:01] Why Phil started the Leeds Business Podcast: profile, proof, and philanthropy.

[03:54] Phil’s backstory: from advertising to launching William Hill’s first online casino.

[05:05] The niche that won: a bingo comparison site and how it became a business.

[05:59] “Niche three levels down”—what real niching looks like for business and podcasts.

[06:36] What’s working: word-of-mouth and the “Leeds Business Podcast Fair Deal.”

[08:28] Two sticking points: cold guest outreach and landing the right sponsor.

[11:16] Sponsorship strategy: run on-air “auditions,” clip them, then pitch with proof.

[13:48] Guest outreach that lands: lead with a pain point you can solve live.

[18:20] Tools that help: why Riverside streamlines recording and post-production.

[18:59] Prep workflow: brief LinkedIn research + a short pre-call to find the gold.

[20:37] Segment design: How-To, Local Shout-Out, and My Brilliant Business Idea.

[23:31] Success metrics beyond downloads: local PR and engagement over vanity charts.

[27:18] Artwork “opinions trap”: keep it simple, legible, and stop chasing consensus.

[28:54] Pipeline thinking: designing a clear next step for every listener.

Ashley Morris joins Kevin and Lev in this episode of The Podcasters Lab to unpack what most podcasters get wrong about audience value, sponsorships, and monetisation. Together, they explore why downloads aren’t the real metric, how brand partnerships actually work, and what it takes to future-proof a show — not with hype, but with systems and trust.

Whether you’ve landed your first sponsor or you're just figuring out your niche, this episode delivers practical frameworks and honest insights you won’t hear in most “grow your show” advice.

00:00 – Reframing Value

→ Ashley’s take on why most podcasters underestimate the influence they already have.

03:01 – Podcasting Isn’t TikTok

→ The trap of shallow metrics — and why quality of attention wins.

05:04 – The Consistency Cliff

→ Why most podcasts never make it past episode 20 — and what separates the ones that do.

07:56 – Finding a Format You’ll Actually Stick With

→ The one question Ashley asks every would-be podcaster.

10:15 – Authenticity vs. Polish

→ How to balance professional production with staying human (and why listeners know the difference).

13:45 – Building Listener Engagement That Brands Notice

→ Real tactics for turning passive listeners into active community members.

17:56 – When Sponsors Actually Start to Pay Attention

→ The thresholds, signals, and sweet spots that turn heads.

19:04 – Ads vs. Partnerships

→ Why Ashley pushes for host-read integration and how to make sponsors feel like part of the content.

21:04 – The Trust Metric

→ What podcast intimacy means for buying decisions — and how to use that without being pushy.

26:47 – Future-Proofing Your Podcast

→ What brands actually want — and how overdelivering can open long-term doors.

30:42 – The Metrics That Matter

→ Why reach is overrated — and what to track instead.

33:00 – Brands You Already Use

→ How to approach sponsorships casually, confidently, and with a personal edge.

35:22 – Why Selling Your Own Stuff Wins

→ The blunt truth: you’ll usually make more selling your product than someone else’s.