Amplifying Queer Wisdom
Step into a world of insightful discussions and life lessons as The New Maturity offers practical guidance for a thriving mid-life.
One of the major life lessons I’ve learned putting this podcast together is to define who my audience is. This can also be called your “ideal customer.” Even if you’re not selling something it’s important to think about who will be using your product.
“This is the place to be if you're looking for ways to get better with age.” -Heath Brockwell
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“This is the place to be if you're looking for ways to get better with age.” -Heath Brockwell •
The exercise below (thanks to the class I took at Multitudes) helped further my thinking about what The New Maturity is and helped me find my ideal customer. When I first started out, The New Maturity was a “Guide to Kindness.” Then it evolved to being a “Guide to Help You Hit Your Stride.” Neither of those were connecting with an audience. Having never taken the time to define who my reader was, I could see why I was struggling.
Ready to take the next step with your next idea or project? Below, you’ll see how my journey continues and what I learned. I urge you to do a similar exercise if you’re trying out a new idea.
What makes this podcast unique? What lens can you bring that doesnʼt already exist? This podcast is unique because it has authentic and honest conversations about aging. Some guests will have an inspiring take on their mid-years. Others might offer insights that will challenge the notion that we get better with age. The lens I bring that doesnʼt already exist is my podcastʼs focus on the queer community. We donʼt often see or hear from older queer people in our culture. My podcast will give a voice to those who have not been able to share their wisdom.
Who will host the show? Will there be a co-host, guest, or other people on the show? The show will be hosted by me, Heath Brockwell. There is no co-host. Each week the podcast will have one guest who will share their insights on aging and the life theyʼve lived.
At the end of each episode, I'll call my mom and share one big take-away from the conversation and get her take on it. Why? When something amazing happens to me, I like to share it with my biggest cheerleader: my mom. Plus, sheʼs always good for a laugh.
How long will each episode be?Each episode will be 30-45 minutes. I will schedule a one-hour call with the guest.
How will you open each episode? SEGMENT #1 QUOTE FROM THE GUEST | “Insert quote/insight /meat of todayʼs show from guest that wants to make you listen more”
SEGMENT #2 INTRO | Hi folks, Iʼm Heath Brockwell, editor-in-chief of The New Maturity. This is the place to be if you're looking for ways to get better with age. Each week I have conversations with someone who is thriving and reaching new heights in their mid-years. My goal in sharing this with you is to help you unlock your fullest potential. Now I've got a question for you: Insert question tk …”
Where will you do your housekeeping? What is your housekeeping? Housekeeping will happen at the end of each episode.
Here’s an example:
“I hope you enjoyed todayʼs episode. Remember: life is filled with choices. You just made a great one by spending some time with me, which I so appreciate. Hereʼs another great choice: check out thenewmaturity.com. On our site youʼll find great stories to help you get better with age, digital guides to help you live your best life, and our newsletter. Have a suggestion for the show? You can always send me an email. The address is heath@thenewmaturity.com Also, be sure to follow us on Instagram at The New Maturity.
AUDIENCE PROFILE
My podcast isnʼt for everybody, and that's a good thing! Here are three kinds of audience members who will fall for my podcast hard. This is the perfect time to think more deeply about who I want to listen to my show and why.
• PROFILE #1
Who is this audience member? A queer man in his early 50s. He loves to hear about the ʻsecret lifeʼ of how others age, what they've learned, what advice they have for others, and how theyʼve grown stronger.
What do they read, watch, and listen to?
He reads primarily from his phone: news from the New York Times, gossip from the New York Post, and Apple Newsstand for digital issues of magazines. He also reads YA novels with gay heroes and self-development books. He also listens to a mix of news podcasts, short-form audio magazine stories, and a variety of artists via Spotify from Taylor Swift, Jake Shears, Kylie Minogue, Jesse Ware, Janet Jackson, etc.
When and why do they listen to podcasts? He enjoys listening to podcasts on his commute to work on the subway. He knows he should be taking better care of himself.
What will they love about my show? Honest and open conversations about loving how you age.
• PROFILE #2
Who is this audience member? A queer woman in her early 60s.
What do they read, watch, and listen to? She loves to listen to Glennon Doyleʼs podcast and Brene Brownʼs podcast, with a smattering of the Goop podcast. She loves a good historical romance novel set at the turn of the 20th century. She watches a mix of streaming shows like Shrinking, Succession, and Ted Lasso.
When and why do they listen to podcasts? She listens to the podcast when sheʼs cooking. It provides excellent background noise and gives her things to think about and talk about with her wife while they eat.
What will they love about my show? She loves the advice she gets from the guests on the show.
• PROFILE #3
Who is this audience member? They are 26.
What do they read, watch, and listen to? They get the news from podcasts. They subscribe to their favorite influencers channels on YouTube and follow folks on TikTok. Reading a book can be a chore so they listen to audiobooks about vampires downloaded from the library.
When & why do they listen to podcasts? Late at night when things are quiet.
What will they love about my show? They are an old soul and canʼt wait to be more mature and grown up. This podcast gives them a sneak peak.
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Engaging Stories Unleashed
Join the conversation as we redefine aging, transforming it into a journey of self-discovery and growth.
