Why Your Podcast Needs a Newsletter, Part 3
Elaine Grant shares her Sound Judgment strategy
Hey Besties!
If you’re a podcaster without a newsletter, you’re missing out on a dynamic duo. Seriously, newsletters and podcasts go together like peanut butter and jelly—or, let’s be honest, like indie podcasters and bleary-eyed, late-night edits.
Take
, for example. The show’s creator, veteran audio producer , didn’t stop at the waveform. She launched a newsletter to complement her podcast (before it even launched), and it’s become a crucial part of her creative ecosystem.Her newsletter doesn’t just announce new episodes (yawn); it delivers bite-sized storytelling lessons, actionable advice, and fresh strategies that podcast creators can use right away. By offering value-packed content in her newsletter, Elaine grows both her podcast audience and her subscriber base while setting the stage for monetization through workshops and a paid tier.
So, if you’ve been flirting with the idea of a newsletter, take Elaine’s advice: DO IT. Not only will it help you connect with your audience in a new way, but it could open doors to opportunities you haven’t even dreamed of yet. And who doesn’t love the idea of repurposing content for books or public speaking down the line?
Bottom line: your newsletter isn’t just a companion to your podcast—it’s an indispensable secret weapon. Get writing, Bestie! ✍️✨
What’s the basic premise and tagline of your podcast?
EG: Sound Judgment, the podcast that investigates just what it takes to become a beloved storyteller by pulling apart one episode, at a time, together.
When and why did you start your companion newsletter?
EG: I started Sound Judgment, the newsletter, a month or two before I launched the podcast (September 2022). I started both because I had a lot to both say and learn about the craft of audio storytelling. I particularly wanted to investigate what it takes to become a beloved host. There was so much advice floating around about the mechanics, business and marketing of podcasts, but virtually nothing about the craft. It felt backwards to me. Also, there remains a huge assumption that anyone can get behind a mic and be as good as Ira Glass or Terry Gross, when nothing could be further from the truth. I figured out a format by which I’d invite great hosts onto the show, and together we’d dissect an episode to learn and share what exactly they were doing that makes them so compelling.
TL;DR: I grew up in the theater and then began my career as a writer and editor. I worked for magazines for more than 15 years before moving into public radio, and I’ve always been fascinated by the writing/storytelling/performing crafts. We already had an email list of a few hundred people when I launched the newsletter, and there was plenty to say about creative choices in audio storytelling even before I launched the podcast. The newsletter audience began growing, and it always felt like the two would work hand-in-hand to grow each other.
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?
EG: I believe I get new podcast listeners from the newsletter, and I know I get new newsletter subscribers as a result of the podcast. I don’t just use the newsletter to announce a new episode—I think that strategy doesn’t hurt, but doesn’t add value to the reader. Rather, I share the storytelling lessons (the “takeaways”) gleaned from the guest at the end of each episode. I know there are people who would rather read than listen, and people who want both. I also created a department called “Try This in Your Studio,” which goes into depth on a single strategy. People like it quite a bit because it’s actionable advice.
Regarding monetization, I lead workshops for storytellers/content creators of all kinds. They learn about the workshops from the newsletters and the podcast. This is a brand new strategy, but it seems to be working. Ultimately, I plan to add a paid tier. I’m not sure about adding classified ads.
Where do you host, and why? Are you satisfied with your hosting platform?
EG: I moved my newsletter from Kartra a few months ago to Substack. My audience has grown and it’s an easier user interface, but I’m sure I could be using it better. It doesn’t work well for email marketing in the way that ConvertKit might, however.
What’s your #1 tip for podcasters who are thinking about starting a companion newsletter for their show?
EG: Do it! Not only do they help each other grow and give me a platform for offering paid products, but I get some responses from listeners. Those responses allow me to get to know the audience in a way that the podcast does not. They help me understand readers’ challenges and interests, which aids content generation. Ultimately, I believe the newsletter and podcast together will help me create a community. Last but not at all least, I’ve created so much content between the newsletter and the podcast that I now have an extensive body of work around a question I’m endlessly interested in. Eventually, I plan to use this body of work for public speaking and a book.
Thanks so much, Elaine!
➡️ Make sure to listen to the Sound Judgment podcast and subscribe to
on Substack to get the latest in your inbox.If you want more tips on how to slay your companion newsletter game, check out my previous Q&As with and .
Boost YOUR podcast with a newsletter 🚀
Want to grow your podcast audience and connect with listeners on a deeper level? A newsletter is your perfect companion—and I’m teaching a workshop to help you get started!
Join me for Start a Newsletter to Supercharge Your Platform, Network, and Business, a masterclass that will help you architect the newsletter portion of your media ecosystem.
In just three hours, you’ll learn:
How to determine your target reader and attract them with the right content.
Sustainable strategies to keep your newsletter consistent.
Effective ways to grow your email list.
By the end, you’ll have a clear plan—and resources and strategies to keep your momentum going. Plus, you’ll get 60-day access to the recording.
So… ROLL CALL! 🗣
Do you have a companion newsletter for your podcast? Drop a link in the comments below and tell us about it!
 | A guest post by
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I do! My podcast and newsletter are both called Codependency Alchemy, and I host them both from Substack 🥰 https://alyssaaazander.substack.com
Yes, my co-host and I started a companion newsletter a few years ago. Not only does it give us another connection to our listeners, it also gives us a way to communicate when we don't publish a new episode between Christmas and New Years (our one week of the year when we don't). Plus, as an incentive to subscribe, we offer a link to listen to the episode one day earlier than it actually publishes, plus more backstories and links.