The Definitive-ish List of
Podcast Growth Tools

by Dan Schulz *
Dan Schulz

I have been doing all of this by hand since before podcasting existed. Now you do not have to.

In 1996, me and a buddy started The Dan and Scott Show on AudioNet out of a retirement home basement in Wisconsin. AudioNet became Broadcast.com, which Mark Cuban and Todd Wagner sold to Yahoo for $5.7 billion. Both of them publicly credited our show. Cuban called us the first internet broadcasters. Time Magazine put us in their cover story. That was over 30 years ago. I never stopped.

Back then, I was calling my buddy Derk in Indiana and asking him to search the show directories for our image. We would change it, check if it stood out, change it again. That became the Squint Test. I was calling our listeners by name and asking them what they thought before we changed anything. That became the Living Avatar. I was figuring out what words people would type into a directory to find us. That became the Bucket Builder.

Every tool on this page is something I figured out the hard way over 30 years of making internet audio. The AI just automates what used to take me weeks. I broke it all down into what I call the three Podcast Grow Gears.

There Are Only Three Ways to Grow a Podcast

Every strategy, every tool, every piece of advice anyone has ever given you about growing a podcast falls into one of these three gears. There is no fourth gear.

Gear 1

Get new listeners. Get found in search, stand out on the shelf, show up when AI recommends podcasts.

Gear 2

Get them to listen more. Bring them back, keep them longer, turn a casual listener into a subscriber.

Gear 3

Monetize to amplify. Make enough money to keep going and invest in paid growth.

The Tools

Foundation
Gear 1 — Get More Listeners
Gear 2 — Get Them to Listen More

Gear 2 is less about tools and more about frameworks. How you welcome new listeners. How you make them feel like they are part of something. How you turn a casual listener into someone who never misses an episode. I have a specific system for this that I have been refining for years. It is coming. It just takes longer to package because it is not a thing you click. It is a thing you do.

Gear 3 — Monetize to Amplify

This one is taking the longest and here is why. A lot of what I do to monetize goes against what pretty much every other podcasting guru tells you to do. It works. I have the receipts. But I am not ready to hand it out publicly yet because I want to make sure the people who get it actually use it instead of just arguing about it on the internet. It is coming.

As I hurdle dangerously close to retirement age and beyond, I want these tools to be my legacy. The strategies behind them are sound. The tools themselves can be updated. And if I get hit by a bus tomorrow, everything you need is right here on this page.

And also, if you happen to drive buses in the greater Palm Springs, California area, do me a favor and pay fucking attention.