In today’s crowded marketplace, the difference between thriving and merely surviving often comes down to how effectively you can communicate your unique value. A podcast allows your voice to be heard consistently, educating the market about your expertise and establishing your point of difference.
The Hidden Challenge of Business Growth
“Get your head down and into your books!”
That’s what we were told when we were younger. The problem is that this mindset encourages us to bury ourselves in work, making us invisible to those who could benefit from our products and services.
It’s one thing to build capacity in your business, but should it be just to do more of the same?
A recent conversation with Wayne Findlay from The Backroom and Mark Jenkins from The Gap explored how businesses are transforming through strategic offshoring and high-value advisory services. Their insights reveal a powerful truth that applies equally to podcasting: the difference between one business and the next isn’t the ability to do more of the same—it’s showing the additional value you bring and ensuring your voice is heard consistently in the marketplace.
Finding Your Voice in a Crowded Market
Mark Jenkins shared his journey from being what he calls a “reluctant chartered accountant” to creating a company that helps accounting firms deliver structured advisory services.
“I used to feel like a bit of a leech,” Mark confessed. “I’d go down through the profit and loss statement of a client’s accounts and skip past the accounting fees line because I was worried about what the client might say about how high the accounting fees were. I thought, ‘I’m just taking a little bit of their profits and not really adding any value.'”
This realisation drove Mark to transform his approach. Instead of just reporting on past performance, he began focusing on helping clients achieve what he calls “the three freedoms”—financial freedom, time freedom, and mind freedom.
This transformation mirrors what happens when businesses embrace podcasting. Rather than remaining silent in a competitive marketplace, podcasting gives you a platform to consistently educate your market, articulate your unique perspective, and demonstrate your expertise. It transforms you from just another service provider to a thought leader with a distinctive voice that reaches your audience regularly.
Creating Capacity to Share Your Message
Wayne Findlay brings another dimension to this story. After selling his accounting firm in New Zealand, Wayne built an offshoring company in the Philippines that now employs nearly 600 staff. The key benefit? Creating capacity for higher-value activities.
“It frees you up so you can fill that time with maybe more time on the golf course, or doing more advisory type work,” Wayne explained.
This principle applies perfectly to podcasting. By strategically delegating routine tasks—whether through offshoring, team delegation, or automation—you create the capacity needed to develop and share your message consistently through podcasting. Without this capacity, your valuable insights remain trapped in your head, never reaching the audience that needs to hear them regularly.
When businesses combine different strategies like offshoring and advisory services, they often find the results are greater than the sum of their parts—a concept Wayne and Mark refer to as the “1+1=3 effect.” Similarly, when you combine your expertise with consistent market education through podcasting, you create exponential growth in your authority and reach.
The Human Connection: Why Voices Matter
In an age of increasing automation and AI, both Wayne and Mark emphasised that technology is merely an enabler—not a replacement for human connection.
“I don’t think there’s ever going to be a substitute for the human connection,” Mark stated.
This highlights why podcasting has become such a powerful medium. Unlike written content, podcasting conveys your personality, passion, and expertise through your actual voice. Listeners connect with you on a deeper level, hearing your enthusiasm, understanding your thought process, and building trust through consistent exposure to your authentic self.
Research from Intuit revealed a concerning trend: one in three business clients saw their relationship with their accountant as purely transactional. Only 16% considered they had a strategic partnership with their accountants. However, 84% of those who did have a strategic partnership felt they received immense value from their accountant.
Podcasting helps bridge this gap by transforming transactional relationships into meaningful connections. When clients or prospects regularly hear your voice sharing valuable insights, they begin to see you as a trusted advisor rather than just another service provider. The consistency of your podcast creates an ongoing educational relationship with your market.
The Power of Consistent Market Education
“Capacity doesn’t equal profit,” Mark emphasised. “You’re only going to make more profit if you use that capacity to sell more services or generate more revenue.”
Similarly, having a podcast doesn’t automatically translate to business growth. The key is using your podcast strategically to consistently educate your market about:
- The problems you solve: Help listeners identify challenges they might not even recognise
- Your unique approach: Demonstrate how your methodology differs from competitors
- Real-world results: Share stories and case studies that illustrate your impact
- Industry insights: Position yourself as a forward-thinking leader in your field
When you consistently educate your market through podcasting, you’re not just building awareness—you’re creating demand for your specific expertise and approach.
Overcoming the “I’m Not Ready” Challenge
One of the biggest hurdles business owners face when considering podcasting is the feeling that they’re not ready or qualified enough. Wayne shared a similar struggle with delegation:
“That’s a big thing, and that’s something that I struggled with at first,” he admitted. “Scott and I in the accounting firm, we went through and listed down everything that we did that we shouldn’t be doing. And we looked at delegating it.”
Mark had similar fears about delegating client relationships: “I had a real fear myself about delegating. I thought, ‘What will my clients think? The relationship is with me.'”
The surprising result? Clients were often happier with the new arrangement.
The same applies to podcasting. Many business owners worry their content isn’t perfect or that they don’t have enough expertise to share. Yet listeners aren’t looking for perfection—they’re looking for authentic voices sharing genuine insights consistently. Your unique perspective and experience are valuable precisely because they’re yours, and the regular cadence of a podcast allows you to build on these insights over time.
Practical Steps to Educate Your Market Through Podcasting
Based on these insights, here are practical steps any business can take to create more capacity and consistently educate their market:
- Identify what makes your perspective unique
- What experiences have shaped your approach?
- What problems do you solve differently from others?
- Create capacity for consistent content creation
- Delegate or offshore routine tasks
- Block dedicated time for podcast planning and recording
- Develop an educational content calendar
- Plan topics that address common client questions
- Create a mix of foundational and advanced content
- Ensure regular, predictable release schedules
- Use technology as an enabler, not a replacement
- Leverage production tools to improve quality
- Maintain your authentic voice and personality
- Measure and refine your educational approach
- Track which topics resonate most with your audience
- Gather feedback and questions for future episodes
The Transformation Journey
The journey from being buried in routine work to becoming a recognised educator in your industry isn’t always easy. It requires overcoming fears, developing new skills, and consistently showing up for your audience.
But the rewards are substantial. By consistently sharing your voice and expertise through podcasting, you transform from just another service provider to a trusted authority that clients seek out specifically for your unique perspective.
Your Next Steps
The difference between one business and the next is not the ability to do more of the same, but rather to show the additional value you bring. Offering those additional insights based on your experiences and expertise is your point of difference.
That means, in turn, you have to engage with more people, so they know what brilliance you bring to the table. Podcasting is one of the most effective ways to achieve this consistent market education at scale.
What are you doing to get your ‘head out of the books,’ create a point of difference in your business, and most importantly, be heard consistently so people seek you out for it?
Ready to consistently educate your market and establish yourself as a thought leader in your industry? At Podcasts Done For You, we help businesses create professional, engaging podcasts that showcase their unique expertise and build meaningful connections with their audience.
Book an appointment to talk about how we can unlock your brilliance.
