In a feed flooded with generated content and paid interruption, attention is cheap and trust is scarce. Kate Hendrickson’s answer, on Unscripted Small Business, reframes what marketing is even for.

“I market through conversations. I would rather sit down and have lunch with you and talk about how we could partner than run a thousand ads.”

— Kate Hendrickson

A thousand ads interrupt. One conversation converts.

An impression is rented and forgotten. A genuine conversation — the kind a podcast is built to host — creates an advocate, and recorded, it keeps working long after the call ends: an article, a clip, a citation the next prospect discovers on their own. The same hour that earns trust with one person becomes content that earns trust with thousands.

Why guesting is relationship marketing at scale

Getting booked on the right show does two jobs at once. You build a real relationship with a host who already has your audience’s ear, and you produce a durable asset that markets you for months. For founders and business owners who hate “doing marketing,” it’s the rare channel that feels like a conversation and performs like a campaign.

That’s the case for the mic in one line: fewer, deeper touches beat more, shallower ones — and podcasts are how you manufacture the deep ones on purpose.

Read the source conversation: Kate Hendrickson on Unscripted Small Business. More in the Why Get On Podcasts hub.