HOW TO AVOID THE NUMBER ONE PROBLEM IN PODCASTING
Podcasting audience growth over the past five years has been greater than any other form of digital or traditional media. According to The Infinite Dial January-February 2020, podcasts are becoming more mainstream in media. Monthly podcast listening has grown year after year by 16 percent annually. Contrasted with other media, in which growth has remained either flat or declined. We can show you the numbers. But more than showing you numbers, Blazing Kiss Media can show you how to get THE LISTENERS ATTENTION, AND RETAIN IT!
So, does that mean EVERY podcast is succeeding beyond anyone’s wildest dreams? Does every pitch thrown in professional baseball become a strike? Or a home run? Does every touch down in the NFL lead to a successful 2-point conversion? Of course not! And these are professional teams with players having the skills.
In a previous blog, WHY IS PODCAST SOUND QUALITY SO ESSENTIAL? we spoke about the importance of sound quality in business podcasting, we mentioned that poor sound is the second biggest turn-off, according to listener surveys. It’s true, in WHY IS PODCAST SOUND QUALITY SO ESSENTIAL? blog post we mentioned that good intentions and under estimation of expectations are problematic.
“But,” you may ask, “what’s the NUMBER ONE biggest listener turn-off?” We’re glad you asked.
The biggest listener turn-off… the number one complaint… the major reason why podcasts FAIL to attract an audience… “You talk too much.”
Of course, we can hear the laughing at that line from podcasters, and even radio talk show hosts. We’ve worked in radio for years, and that complaint from listeners always drew a big laugh.
“Haw haw. Of course, I talk too much! I’M A TALK SHOW HOST! I’M A PODCST TALKER! That’s what I do! Haw haw haw!!
Laugh all you want, it’s still a valid complaint. Here’s why:
When a listener tells you that you talk too much it means you’re wasting their time on pointless drivel. You have no purpose, no direction, and really nothing worth hearing. You take too long to give the listener anything of value. Talking to much is the same thing, nothing to listen to on this podcast, it’s a waste of time”.
Imagine when your team fails to score another TD because the receiver dropped the ball ...for the 3rd time! As a spectator you get annoyed because of poor play, “this game is waste of time”, nothing good to see here, let’s move on is the mentality. The game is of no value to you.
Now in radio, you can kind of get away with lack of valuable content, because for many listeners, radio is just background noise. Or, it’s something they’re only going to listen to for a few minutes in the car. They aren’t making much of a time commitment to your program, so your lack of effective subject control isn’t as big an issue.
BUT THE PODCAST AUDIENCE IS DIFFERENT. How? The podcast audience has to make an effort to listen. They have to go online. Or they have to go to a podcast aggregator service. They have to find your podcast. They have to find your latest episode. In many cases, they have to download your latest episode on a device so they can listen to it later, when it’s convenient for them to do so.
For them to take all that effort, only to discover that you’re so completely unprepared and pointless in your rambling that you have wasted their time, is possibly the most offensive thing you can say or do as a podcaster.
They will not be back. There are hundreds (if not thousands) of podcasts on any given subject. If you waste the listener’s time, they won’t waste any time on you, no matter how much you think they should.
STOP ‘WINGING IT’!
We know that you’ve been inspired by radio talk show hosts. It’s just amazing how they can talk for two, three, even four hours… extensively… intelligently… even enthusiastically!
But what you don’t understand is none of them are unprepared.
They don’t just walk into the studio, open the microphone, and talk for hours without a plan or a clue. (At least, the good ones don’t.)
Most of the best radio talkers, even the ones who have been doing it forever, still spend at least as much time doing research and “show prep” as they spend on the air. Sometimes, even more.
Many radio companies have “program consultants” and ‘program directors” … industry professionals who work with the air talent the way a coach works with an athlete.
They discuss subject matter, research sources, come up with ideas to get bigger responses from listeners, listen to what works best that other radio shows are using… THE KEY IS THEY ARE PREPARRED, THEY DON’T WING IT!
WHAT IF I’M A GUEST ON SOMEONE ELSE’S PODCAST? At first, being a guest on an established podcast sounds like a great idea. There’s already an audience built up, and someone else does all the hard work. You just get to go on the show and have fun. -EXCEPT-
IS there really an established audience? Hate to say it, but many podcasters have absolutely no idea how many listeners they have.
Oh, they can tell you how many ‘subscribers’ they have … but ‘subscriber’ numbers can be anywhere from 30 to 70 percent bots (not humans, and not real listeners). Problem? Yes, because it means you’re not getting anywhere near as many listeners as you think.
Also - are those listeners QUALIFIED?
What does that mean? Are the listeners to that particular podcast REALLY going to be interested in your business, products, and/or services? Will the listeners contact you based on being a guest on the program?
For that matter, will the show host really promote your business, or are you only there to help him or her have something to talk about? Is your being there to promote your business the major reason for the episode? Is the show host even interested at all?
Blazing Kiss Media has the SOLUTION: THE RECALL AUDIOCAST - The Next Generation of Business Podcasts which has a system for creating a business podcast that people will seek out, and “RECALL” after listening. And a bonus, it’s a Lead Generator too.
THIS IS WHAT WE DO WITH ‘THE RECALL AUDIOCAST - We act as your podcast programming consultant. We help you plan, prepare, create, edit, and master your podcast. We’ve developed the most effective business podcasting strategy so that your listeners will not just appreciate your podcast, but continue to be enthusiastic listeners to your episodes, and fully engaged customers of your business.
The RECALL AUDIOCAST is the NEXT Generation of Business Podcasts because it’s a METHOD of formatting YOUR business podcast to MAXIMIZE LISTENER ENGAGEMENT.
Do you need a coach? Do you need a guide? If you want the professionalism, that first Impression another blog: Impressions Can make or Break a Business and Your Digital Marketing too we talk about the importance for a good first impression for your business. So, you’d need a coach, a guide if you did not have that level of expertise necessary.
If you’re going to create a TV ad for your business, do you place your cell camera on ‘selfie’ mode and just talk about your company for 30 seconds and put that on TV?
Holy cow, we hope not! Of course, you hire an agency or a TV production company, or even the TV station that you’re going to advertise on, to come out and shoot your commercial.
Preferably you’ve also hired an advertising specialist of some kind who will coach you on what to say as well as help create the story board so your commercial flows cohesively, with clear and concise messaging. We can all agree that this would be the best method to create a TV ad.
In exactly the same way, you would hire a professional to do your print advertising, digital advertising, and any other marketing representation for your business. So, when it comes to a podcast for your business, why would you go full amateur hour and try to do it yourself? Because, at best, you’re going to sound like an amateur…
Is that what you want people to think of you?
Give us a call! Send us an email! We can help you right now!
P.S. - If you already have a business podcast that is guilty of any of the above - the smartest thing you can do is to delete it immediately and pretend it never happened. The next smartest thing you can do is contact us at Blazing Kiss Media.
About the Writers:
Becky Blaesing owns Blazing Kiss Media, she has over 30 years of Business Development, Sales, Management and Media experience.
John Pellegrini has over 40 years of experience in audio production, programming and recording engineering. His work in radio, movies, animations and podcasts.