Tuesday morning, I’m having a beautiful Italian roasted coffee and my labrador Olsen is sat by my feet in the office. He’s turning 5 next week so I think he’s just trying to play his cards right so he gets some extra treats!
As a stereotypical Brit, I like to have a little moan and this week, since being back in Dubai it’s inevitably about the weather.
One of the downsides to living in Dubai where the temperature rarely drops below 32C/90F is that you don’t really get seasons. And having spent my life growing up in the UK, with frequent visits to Europe, I do miss the autumn/fall vibes.
The colour of the leaves, the smell in the air and excitement of festive events on the horizon.
I guess I’ll just have to book some podcast guests who live in colder climates for the coming months!
I've just finished reviewing analytics for one of our clients in our Ignite Program (6 months).
She'd been featured on 6 podcasts in the last 60 days. Her LinkedIn engagement was up 340%. But here's what caught my attention:
Three prospects who booked calls with her mentioned hearing her name on different podcasts.
Not the same episode. Different shows. Different weeks.
That's when it clicked: She wasn't just getting attention. She was becoming unavoidable.
This is what strategic recognition looks like in real-time. And this is the golden nugget for me and the team. Once this starts to happen, its difficult to stop. So I’m writing this newsletter for you on double speed today so I can get her on the phone to plan the next month's strategy!
The Main Insight:
Something's shifting in the authority-building landscape, and most founders are going to miss it completely.
Here's what I'm seeing:
1. Paid attention is becoming unsustainably expensive.
Meta CPMs have increased 240% since 2022. LinkedIn ads that used to cost $8 per click now cost $15+.
You're not just competing with other businesses anymore. You're competing with billion-dollar brands for the same attention.
Unless you've got venture backing, you're getting priced out of the visibility game.
2. Borrowed trust is the new competitive advantage.
When a respected podcast host introduces you as "the expert" to their audience, you inherit their credibility instantly.
That's worth more than 10,000 cold LinkedIn connections or $50K in ad spend.
Trust can't be bought. But it can be borrowed.
3. The recognition window is closing faster than you think.
I'm seeing something I haven't seen before: podcast hosts are getting selective.
Three years ago, most shows would take any reasonably qualified guest. Today, they're turning people down because they have too many options.
The founders establishing their podcast authority now will own their categories for years. Those who wait will find doors closing.
The Data:
Our clients who commit to strategic podcast positioning see an average of $2,400 in pipeline value per podcast appearance.
Not from direct "buy my thing" pitches. From strategic authority building that positions them as the obvious choice.
But here's what concerns me: This only works when the market isn't saturated.
Once everyone in your industry is doing strategic podcast guesting, the advantage disappears and it becomes something you just HAVE to do to get clients.
The Bottom Line:
The question isn't whether podcast authority works.
It's whether you'll move before your competitors figure out what you already know.
The founders building recognition now will be untouchable in 12 months.
The ones waiting for the "right time" will be fighting for scraps.
Your move.
– Freddie
P.S. If you've been "planning" to start podcast guesting for more than 3 months, this is your sign to stop planning and start moving. Book a call with us here.