Episode Overview

Grow The Show Ep. 261 | "One Question That Reveals If You Really Know Your Audience"

Host: Kev Michael (Kevin Schmidlin)
Date: March 10, 2026

This episode zeroes in on a crucial mistake many podcasters (and creators in general) make when defining their audience. Kev explores why simply using demographics (age, gender, generation) is not enough—and how shifting to psychographics (mindset, desires, pain points) enables sharper, more impactful audience targeting. Through a real-world coaching example, Kev illustrates a foundational question to ask yourself to ensure you truly understand who you serve—setting your podcast up for greater growth, clarity, and success.

Key Discussion Points & Insights

1. The Common Audience Definition Mistake

(Starts around 00:01)

• Many creators default to describing their audience with demographic markers ("women over 40," "Gen X," etc.).
• Kev notes a surge in this issue among his clients (Grow the Show Academy/Accelerator) recently, prompting today's focused episode.

Notable Quote:

"That podcaster's premise sounds like pretty much every other podcast that I hear these days."
— Kev Michael (01:56)

2. Real-Life Coaching Example

(Approx. 01:45–05:30)

• Kev recounts a conversation with a client who defined her audience as: Gen X women above 40 who want abundance and a personal brand.
• Kev pushes her: Why specifically women over 40? Had she ever served someone outside this age range?
• The client admits she has, revealing her true audience includes women established in their careers—regardless of age who want to build a personal brand beyond their job.
• Audience definition evolves from demographics (age) to situational/psychographic (career stage, aspiration).

Memorable Moment:

"Have you ever served a client who was a good client below the age of 35? ... Why did you let them buy your stuff?"
— Kev Michael (03:11)

Key Takeaway:

• Test: If your audience definition automatically excludes someone you would serve, it's too restrictive or unclear.
• Audience should be defined so everyone in, is a fit; everyone out, is not.

3. Demographics vs. Psychographics

(Approx. 06:00–10:00)

• Demographics: static, rarely change (age, gender, marital status, etc.)
• Psychographics: mindsets, situations, desires, pain points—can change quickly and better predict content consumption.
• Many confuse overlap for cause (e.g., most clients are 40+, but that's merely correlation, not qualification).
• "Using age and generation as a proxy for what you are actually there to help with."

Notable Explanation:

"There are so many different 35-year-olds. ... They're all totally different."
— Kev Michael (06:31)

4. The Audience Definition Challenge

(Approx. 10:30–12:30)

• Instead of: "My show is for women above the age of 40 who want to establish a personal brand..."
• Try: "My show is for women who have achieved career success and now want to expand into building their own personal brand."

Actionable Framework:

• Describe your audience by:
  • Situation/Desire: "People who are HERE and want to be THERE."
  • Symptoms/Outcomes: What are they experiencing now, and what do they wish to experience instead?

Notable Quote:

"When she says that ... they're going to see her show and be like, 'Oh my gosh, this is exactly what I was looking for. I can't believe this exists.'"
— Kev Michael (11:41)

5. Continuous Audience Clarity

(Approx. 13:00–end)

• Regardless of experience (beginner or seasoned podcaster), regularly challenge and clarify your understanding and articulation of your audience.
• Sharper definition makes podcast growth, audience-building, and sales easier.

Key Encouragement:

"The second you start articulating this stuff more clearly is the second that it becomes easier to grow your show, easier to grow your audience, and easier to make sales."
— Kev Michael (13:48)

Notable Quotes & Moments

• "If you are saying your show is for people who are 40 and above, are you disqualifying people who are 39? If that's not the case, then you are using a proxy to define your audience."
  — Kev Michael (07:52)

• "Demographics can be used as a proxy for a psychographic ... but my message to you today is to look past the demographics when defining your audience."
  — Kev Michael (08:54)

• "Your audience isn't even going to change. ... It's just going to grow because it's going to be so much more clear how your show can serve that audience."
  — Kev Michael (12:19)

Timestamps for Important Segments

• 00:01 — Introduction & today's focus: knowing your audience
• 01:45 — Client story: defaulting to demographics in audience definition
• 03:11 — Challenging and refining the audience premise through questions
• 06:00 — Why using age/generation as a proxy fails
• 08:54 — Demographics vs. psychographics
• 10:30 — The right way to define your audience (situation/outcome)
• 12:19 — How clearer audience definition drives growth
• 13:48 — Final encouragement to revisit and clarify audience definition

TL;DR / Quick Takeaway

If your podcast's audience definition relies on demographics, challenge yourself:

• Would you truly turn away someone just outside your defined age or group?
• Instead, define your audience by their situation, mindset, or desire—not just their age, gender, or generation.

Ask:
"Who is my show really for, and how can I describe them so it's crystal clear to them—and to me?"