With podcasting. you'll want to give listeners free, helpful information that they can use whether they buy your product or skip the sale. Just as you would write a non-biased article that provides information on how to do a particular task, you'll want to create a podcast that gives the listener info they can use without injecting a commercial sales speech.
For example, let's say your company sells hair products. You can offer complete styling tips for listeners and then suggest your product at the end. Don't make it a hard sale. Tell the listener you have a product that can help and get out of the podcast.
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