Mind your language

Why the best podcasts talk to one person (not an audience)

I’m going to guess you’re reading this to yourself, in your head and your internal monologue is vocalising the words as you skim across the text.

In this moment, this blog has an audience of one.

You.

And as a national radio presenter with over 15 years of experience, I think the power of talking to one person is the single most powerful (and overlooked) principles in podcasting.

Whether you’re a marketer using podcasts to build brand trust, or you’re researching how to start a podcast from scratch, understanding this concept will immediately make your show more engaging.

Podcasting is a one-to-one medium

Yes, hundreds, maybe thousands of people may eventually listen to your podcast.

But no one listens as a crowd.

They listen alone. On headphones. In the car. On a walk. At their desk.

Audio is the most intimate medium there is. Unlike blogs, ads, or social posts, podcasting places your voice directly into someone’s personal space. That’s a level of connection most marketing channels can’t touch.

And yet, many podcasts throw that intimacy away in the very first sentence.

“Hello everyone out there…”

It sounds harmless, but it instantly creates distance.

Why “hello everyone” weakens your podcast

Great podcast hosts (and great radio broadcasters) never talk to “everyone.”

They talk to you.

Compare the difference:

• “Hello everyone, thanks for listening.”
• “Hi, thank you for listening - I hope you’re having a great day.”

The second feels personal. Intentional. Human.

It pulls the listener into a one-to-one conversation, rather than making them feel like they’re part of an anonymous crowd. That’s why the best podcasts feel warm, familiar and sticky, you come back because you feel like you’re “part of the gang.”

For marketers, this is gold. Trust is built through personal connection, not broadcast language.

The power of one-to-one language in podcasting

Using one-to-one language is a subtle shift, but it has a huge impact on:

• Listener retention
• Brand affinity
• Authority and credibility
• Conversion from listener to customer

This won’t always come naturally, especially if you’re new to podcasting or used to writing marketing copy for large audiences. That’s why it’s worth being intentional during your podcast preparation.

As you plan your next episode, ask yourself:

• Am I speaking to someone, or at people?
• Would this sound natural in a real conversation?
• Does my language invite the listener in? Make it about them.

The best podcasts ask these questions constantly.

Speak to one listener and your podcast will grow

One-to-one language is a supremely powerful tool, and the most successful podcasts use it all the time.

If you want to create a podcast that builds genuine connection, keeps people listening and supports your marketing goals, this mindset shift is essential.

And if you’d like help applying this (and avoiding the common mistakes that stop podcasts from growing), you can learn more by contacting us or downloading some of our free resources.

Because the best podcasts don’t try to speak to everyone.

They speak to one person and make them feel heard.