Let’s be honest, ads are annoying. That’s why a large percentage of listeners fast-forward right past them, even if the ads are entertaining. Regular podcast listeners hear the same companies advertised on all the different podcasts they listen to, and each time they hear a company reappear they roll their eyes.
Once you read an ad, you’re perceived as implicitly endorse that brand. Yet you have absolutely no control over the brands you are promoting. If something goes wrong with them, you lose some of the relationship capital with your listeners that you worked so hard to build.
With ad reads, you spend time promoting other brands when you could be promoting your own. You pull the listeners out of the flow of your podcast, diluting the listening experience.
In contrast, with paid podcasts, you offer your dedicated listeners premium content they’ll adore and be happy to pay for, with no more annoying ad breaks. Your premium podcast is a natural extension of your brand and an opportunity to take your relationship with your community to a deeper level.
Best of all, by charging for your content, even a small amount, you know the people listening are invested in you and what you share. They are targeted, qualified audience, to whom it’s easier to sell your other higher-end products (e.g. coaching, mastermind groups, events, physical products).