Podcasting Business School · Adam Schaeuble, Online Business Coach for Podcasters.

566: Why your podcast MONETIZATION strategy should be determined by your podcast BRAND level.

April 22, 2025·32 min·3 clips

Adam made just $37 from affiliate links in his first three years of podcasting—here's why most podcasters fail.

This episode of Podcasting Business School features host Adam explaining why a podcaster's brand level must dictate their monetization strategy. Adam, a podcasting business coach who has built multiple six-figure shows from scratch, argues that copying top-tier podcasts is a primary reason 80% of shows fail before episode 10. He shares his own early failures, including earning only $37 from affiliate links and booking a failed live event in California with under 100 listeners. Adam identifies three distinct podcast brand levels: Famous/Influencer, 1,000 True Fans, and Triple Zero. He cites Will Ferrell's instantly successful "Ron Burgundy" podcast and influencer Abigail Pew, who launched a hit show despite having zero keywords in its title, as examples of the top tier. The middle "1,000 True Fans" level, where Adam operates, is for creators with 1,000-5,000 email or social media followers; their key goal is converting that existing audience into podcast listeners. The foundational "Triple Zero" level is for those starting with near-zero audience across all platforms. A critical insight is that monetization tactics must differ radically by level; a Triple Zero podcaster should not attempt the sponsorship or high-ticket course strategies of an influencer. Adam stresses that Triple Zero podcasters must master SEO for their show title and descriptions, a topic he covered in depth in Episode 560. He warns against using "cute" show names and over-relying on AI like ChatGPT for content creation, as it hinders the essential skill-building required at this stage. For growth, Triple Zero podcasters should focus on a 72-hour promotional window for each episode, aiming for five unique promotional assets. Building an email list from day one is non-negotiable, and Adam recommends starting a newsletter with content distinct from the podcast. He advises picking only one or two social media platforms to engage on authentically to avoid burnout, naming Threads as his primary platform. From a business foundation perspective, a Triple Zero podcaster needs a simple "start anytime" offer, like coaching or consulting, rather than complex courses or books. Optimizing the discovery call and onboarding process is also crucial for early monetization. Adam shares that reaching meaningful income took him three years from a Triple Zero start, with a full-time transition taking five years, emphasizing the need for a compelling "why" to persist. The tone is direct, educational, and motivational, blending personal storytelling with tactical advice. Adam's style is conversational and confessional, openly sharing his past missteps to underscore his lessons. This episode is ideal for new or struggling independent podcasters feeling discouraged by comparing themselves to top shows. Listeners seeking a realistic, step-by-step framework for audience growth and monetization will find immense value. Established influencers or those solely interested in advanced, large-scale media strategy might find the content too foundational.

As heard by us

Monetization works best when each channel serves a distinct role for the audience you already have.

Adam treats monetization as a question of fit: the business has to match the audience a podcaster actually has. He keeps coming back to the practical job of turning email subscribers or social followers into listeners, then makes the case that each channel needs a different…

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Why you'd press play

You need a simple plan that turns the audience you already have into listeners.

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