👾Leveling Up 👾

Most people get podcast ads completely wrong and lose their shirts while doing it.

This company sponsors the biggest podcasts in the world. We're talking Andrew Huberman, Tim Ferriss, and the list goes on.

That company is Eight Sleep.

I sat down with their CEO Matteo to learn how podcast ads are working for them and learned some of their secrets so you can benefit.

First, the reason why podcast ads work well for some companies and not others is because they have a high price point. Eight Sleep's products are over $2.5k so it gives them a nice margin of safety.

Second, host affinity matters. Andrew Huberman and Tim Ferriss are pretty into health and fitness and people trust them when they recommend products. If it's just another podcast host shilling products that they've never used, the ads wouldn't work.

Third, you must test many podcast ads. The large majority just won't work -- power laws.

Fourth, not all podcasters are equal. Podcast advertisers need to measure intensely and cut quickly. You can use ratings on Spotify and the number of views on YouTube as proxies for a podcast's true reach.

There's a reason why 'Call Her Daddy' just did a $125M deal.

Podcast ads work, but you can't go in all loosey-goosey.

Want to learn how to make podcast ads work for your business?

Book a free consultation with my team here

Eric Siu :)

Links You Might Like

Here are some of the best links I’ve found since our last email. 

✉️ Email

An unengaged buyer vs unengaged subscriber (link)

🏢 Business

Why you can’t trust agencies (link)

💸 Finance 

How to be rich (link)

🤖 AI 

Turn your iPhone into an AI-Phone (link)

📈 SEO

Which social platforms were hit the hardest (link)

How I Can Help You

If you enjoy this newsletter and would like to collaborate with me, there are a few options available:

1. You can apply to work with my marketing agency (link)

2. You can join my Skool community for agency owners (link)

Interested in working at Single Grain? We have some new open roles:

• Business Development Representative (link)

• Paid Media Manager (link)

• SEO Manager (link)