If you’ve been told to niche down your B2B podcast, you’ve probably never been told what it costs — or who exactly you’d be saying goodbye to.
Pick a lane. Speak to one audience. If you’re speaking to everybody, you’re speaking to nobody.
Nobody disagrees with that in the abstract. Almost nobody does it. And the reason is simple: the advice arrives without a price tag attached, which makes it a sacrifice with no stated return.
I’m Neal Veglio, and in this episode of B2B Podcasting Insights, I’m putting an actual price tag on niching down — naming the four groups of listeners you genuinely lose, and then asking the only question that matters about each one: were they ever going to become a client?
We look at:
There’s also the homework: sort your audience into two piles and work out which one you’re actually protecting.
Plus a Founder FAQ from Denny in Manchester, who has been staring at his show description for three weeks wondering whether he’s allowed to call himself a visionary. And a quick tip that will make you delete a line from your outro today.
Timestamped Summary:
00:00 The advice nobody attaches a price tag to
00:21 Welcome, and who this show is actually for
00:41 “Pick a lane” — and why almost nobody does
01:32 Putting a price tag on your ignored customers
02:07 Cost one: the adjacent industry listener
02:33 Cost two: the browser
03:14 Cost three: the network you built on breadth
03:45 Cost four: the numbers, and this one stings
04:59 Say it out loud: 10,000, not 100,000
05:28 My two shows compared, honestly
06:47 Names in a CRM beat numbers in a dashboard
07:16 One question to ask about every name on the list
08:22 The loss is real. It was never a client list
08:56 What’s left: people who recognise themselves
09:58 Conversion goes up because reach went down
10:25 Your homework: two piles
11:37 The only version of niching that genuinely hurts
12:29 Yes, downloads will drop. Here’s why that’s fine
13:00 Founder FAQ: Denny in Manchester on the “visionary” problem
14:43 Quick tip: “rate and review” needs to die
15:52 Final thoughts and next steps