Truth be told Reader, I used to obsess over my podcast download numbers.

Every morning, I'd check my stats like a kid waiting for Santa.

More downloads = more success, right?

Wrong.

After helping over 130 business owners launch their podcasts, I've discovered something that completely changed my perspective.

And it might just change yours too.

Here's the uncomfortable truth: when you focus solely on growing your podcast audience, you're building your empire on rented land.

Let that sink in for a moment.

Apple, Spotify, Google – they own the relationship with your listeners, not you.

Remember when Facebook changed their algorithm and businesses lost 80% of their organic reach overnight?

The same thing can (and probably will) happen with podcast platforms.

But your email list? That's yours. Forever.

No algorithm changes. No middleman. No borrowed audience.

Direct access to the people who care about what you have to say.

I've come to see podcasting differently now. Your podcast isn't the destination – it's the bridge.

Every episode should guide listeners toward joining your email list.

Why?

Because email marketing delivers 40% higher retention rates compared to social media.

But there's something even more valuable at play. When someone downloads your podcast, you learn absolutely nothing about them.

When they join your email list, you discover what resonates, what questions they have, what keeps them up at night.

Anonymous listeners become known subscribers you can actually communicate with. This isn't an either/or situation – it's about strategic sequencing.

Start with solid email infrastructure. Create valuable lead magnets. Build email sequences that deepen relationships between episodes.

Then use your podcast to consistently drive people into that owned ecosystem.

The equation is simple:

Podcast = Awareness

Email List = Business

Your people are waiting to hear from you, but they need a way to stay connected after that episode ends.

What's been your experience with building owned vs. borrowed audiences? Hit reply and let me know.

With gratitude,

​

Harry 'Rent-to-Own' Duran

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P.S. When you're ready for the next step, here's how I can help: