We get asked a lot about the benefits of podcasting for businesses. Once again, it comes down to meaningful connections. Advertising and traditional marketing efforts have their place in branding your company or product, but at the end of the day, they are just print or electronic messages that disappear into the ether.

A voice is much more effective at communicating emotion and a distinctive personality. Speaking from experience, we use podcasting almost as an ongoing audition tape for potential clients. The "getting to know you" period can be shorthanded if someone has already gotten a feel for your personality and style of doing business since they have listened to you or seen you in a podcast. Now, more than ever, people crave that one-to-one connection that is often lacking in our digital world. Lift the curtain just a little bit and let your customers feel like they know just a little bit more about you, or your company, than what one might glean from a print ad or TV spot. It can do wonders for your bottom line.

When you lift the curtain a little, you might be pleasantly surprised at how people react. I know we have been.