Why Your Podcast Needs a Newsletter

Paul Zakrzewski offers the perfect case study

Hello Besties!

In a little over a week, I’m going to be speaking at Podcast Movement Evolutions in Los Angeles. I’ll be giving a talk entitled Why Your Podcast Needs a Newsletter & Substack for Podcasters on Thursday, March 28th at 1pm. Come check it out if you’re in town.

In preparation for this presentation, I wanted to buttress my personal experience with primary research, so I interviewed other podcasters with companion newsletters as illustrative examples. And since I don’t want to let a morsel of this research go to waste, I’m running Q&As with these podcasters right here on Podcast Bestie. So, even if you can’t make it to Podcast Movement Evolutions this year, you can learn the benefits of having a companion newsletter.

First up is

Paul Zakrzewski

. Paul has a wonderful writing podcast called The Book I HAD to Write, and incredibly, he has 3-10x’d his growth since switching his hosting to Substack.

What’s the basic premise and tagline of your podcast?

PZ: This is the show where I feature critically acclaimed writers who tell me about the stories they just HAD to get out in the world. Episodes focus on places where that urgency meets resistance. We talk about where authors get stuck — and how they succeed. Whether it’s mindset, craft, or publishing, this show covers everything you need to know to start and finish your own writing project.

When and why did you start your companion newsletter?

PZ: I was looking for a way to grow my show and also reach new potential coaching clients. I also wanted a place to highlight my own writing and workshops. Finally, while there are so many great podcast marketing strategies, I don’t have much extra time right now for those — I’m trying to balance writing my own book, coaching other writers, working a full-time job, and parenting. I felt like a Substack newsletter gave me the most bang for my buck.

What’s your strategy? How do your podcast and newsletter play off each other and work together within your ecosystem of content, promotion, and monetization? How does your newsletter serve your podcast?

PZ: I started my podcast to build my platform as an expert in writing craft, coaching, etc. The newsletter does the same thing but also expands on it by letting me showcase my writing, workshops, etc., during the times I’m *not* releasing episodes.

My sense is that my show reaches people who are interested in working with me (my current long-term clients found me through my podcast). But the newsletter is helping me build my platform as an author, as well. In a sense, my newsletter is the center of my ecosystem — hosting my podcast, my workshops, and my writing.

Where do you host, and why? Are you satisfied with your hosting platform?

PZ: I started the show on Libsyn and moved it over to Substack late last year. Substack has grown by leaps and bounds since launching in the late 2010s… And while it’s very limited as a podcast platform, it’s a great way to grow your email list. Example: I started with 175 emails in July 2023, and I’m up to 680 as of March 2024. Also, since switching over, my episodes get anywhere from 3x to 10x the downloads. That’s without any social media, promo swaps, feed swaps, etc. Then again, my show is for writers, and Substack is mainly a writer’s community… You know, fish in a barrel. 😊

What’s your #1 tip for podcasters who are thinking about starting a companion newsletter for their show?

PZ: I think a lot about what my guest, book marketing guru Kathleen Schmidt, tells her new clients: Figure out where your audience lives when they’re not reading. Figure out where your audience lives when they’re not listening… Is there a way to create a newsletter that reaches them there?

Tip #2 (related): Make sure writing your newsletter fits into your life and schedule. If it’s simply a huge chore and not fun, it’ll be hard to commit to long-term.

Anything else you’d like to add?

PZ: One important thing to consider if you write a newsletter on Substack: Since your newsletter is your show notes (and vice versa), you may want to spend time thinking about how to move beyond the simple “show notes” format to create an engaging newsletter that people want to interact with. For me, I spend a lot of time thinking about key takeaways, just in case folks don’t have time to listen to episodes.

Lastly, listen to Courtney. I’ve learned a ton from her.

Thanks so much, Paul!

➡️ Make sure to listen to The Book I HAD to Write podcast and subscribe to The Book I Want to Write Substack to get the latest in your inbox.

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P.S. I'm back at Pandemic University with a brand new class called Newsletter Launch Pad. If you’ve been wanting to start a newsletter or take your fledging newsletter to the next level, this is the perfect kickstart. The class starts tomorrow, Tuesday, March 19th.

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So… ROLL CALL! 🗣

Do YOU have a companion newsletter for your podcast? If so, drop the link in the comments below.

And let me know if you want to meet up at Podcast Movement!

Follow me @courtneykocak on Twitter and Instagram. For more, check out my website courtneykocak.com.

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