When people ask why podcasting continues to explode in popularity, podcast expert Michelle Glogovac has a simple answer:
Trust.
Known throughout the industry as “The Podcast Matchmaker,” Michelle joined me recently on Lean to the Left to discuss podcasting, audience growth, business building, and why podcasts have become such powerful tools for communication and marketing.
Her answer about trust struck me because it helps explain something we’ve all experienced.
Listeners invite podcast hosts into their homes, their cars, their workouts and their daily lives. They hear our voices week after week. They learn our values, our quirks, our perspectives and our personalities.
As Michelle put it, listeners know whether we’re authentic because they hear us regularly and get to know who we really are.
That’s a very different relationship than what most people have with traditional media.
One of the biggest misconceptions about podcasting is that you need a fancy studio and expensive equipment.
Michelle laughed about her early days recording from a closet with a TV tray and a microphone.
The lesson?
Start with what you have.
Too many people never begin because they’re waiting for the perfect setup. Meanwhile, successful podcasters are creating content, learning from experience, and building audiences.
Another key takeaway from our conversation was Michelle’s advice for business owners.
Don’t use a podcast as a commercial.
Use it as a storytelling platform.
People don’t connect with sales pitches. They connect with people.
Why did you start your business?
What challenges have you faced?
What lessons have you learned?
Those stories create emotional connections that eventually translate into trust—and trust often leads to customers.
Michelle currently hosts multiple podcasts while running a successful podcast publicity business.
Her secret?
Consistency.
She shows up.
Week after week.
Episode after episode.
And that’s really the lesson for all creators, whether you’re podcasting, blogging, writing newsletters, or producing videos.
Trust isn’t built overnight.
It’s built one conversation at a time.
One episode at a time.
One audience member at a time.
And that’s exactly why podcasting remains one of the most powerful media platforms available today.
What do you think?
Do you listen to podcasts regularly? What makes you trust one host more than another?
Let me know in the comments.
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