221 How to Turn Your Podcast Intro into a Podcast Promise (and Why You Should!)

Summary

Episode Summary: 221 - How to Turn Your Podcast Intro into a Podcast Promise (and Why You Should!)

Introduction

In Episode 221 of "Just One Tip from Your Podcast Performance Coach," host Tim Wohlberg, a seasoned podcast coach with 30 years of radio experience, delves into the critical importance of crafting an effective podcast introduction. Titled "How to Turn Your Podcast Intro into a Podcast Promise (and Why You Should!)," this episode provides actionable insights aimed at helping podcasters enhance their show’s authority, generate leads, and convert listeners into loyal followers.

The Importance of a Strong Intro

Tim begins by addressing a common pitfall among podcasters: ineffective introductions that fail to engage new listeners. He emphasizes that the first 30 seconds are crucial in capturing a listener’s attention and persuading them to continue listening.

Tim Wohlberg [00:15]: "You have 30 seconds to convince a new listener to keep listening."

He critiques common mistakes such as starting with personal updates, weather chatter, or technical issues, which can deter listeners from staying engaged.

Tim Wohlberg [00:30]: "Hey, edit that out. It's a complete waste of your listener's time."

Defining the Podcast Intro as a Promise

Tim conceptualizes the podcast intro as a "podcast promise," a commitment to the listener about what they can expect if they continue listening. This promise serves as a contract, ensuring that the listener’s valuable time is respected and rewarded.

Tim Wohlberg [02:10]: "What are you promising the listener if they agree to keep listening? We got to remember, listeners are greedy. They want to know what's in it for them."

Four Key Elements of a Powerful Podcast Intro

Tim outlines four essential components that constitute an effective podcast intro:

1. Show and Host Identification

   • Clearly state the name of the show and introduce yourself as the host without overwhelming the listener with unnecessary credentials.

   Tim Wohlberg [04:00]: "The first part of the promise is the name of your show and who you are. Keep it straight."

2. Target Audience Specification

   • Identify and call out the specific audience your podcast is designed for. Avoid vague or overly broad descriptions.

   Tim Wohlberg [05:15]: "Make sure you are really clear on who your show is for and let them know that they are in the right place by calling them out in your podcast intro."

3. Content Delivery Promise

   • Articulate what listeners can expect to gain from each episode, whether it's actionable tips, insightful conversations, or expert interviews.

   Tim Wohlberg [07:20]: "Be crystal clear about what specifically you deliver every episode, but don't make it a catch-all laundry list."

4. Outcome and Benefits

   • Highlight the tangible results or benefits listeners will achieve by regularly tuning in, addressing their needs or solving their problems.

   Tim Wohlberg [09:45]: "If someone listens to your show episode after episode after episode, what kind of results will they get?"

Practical Example: Crafting the Podcast Promise

To illustrate these elements, Tim shares a case study of a client who successfully revamped her podcast intro by incorporating the four key components. The example demonstrates how specifying the target audience and clearly stating the expected outcomes can attract the right listeners while deterring those who aren’t a fit.

Tim Wohlberg [12:30]: "I help overworked CPAs go down to 40 hours and then down to the exact number of hours they want to work without giving up profit and without hiring."

This example underscores the effectiveness of a well-crafted podcast promise in aligning the show's content with the listener's expectations and needs.

Recap and Actionable Steps

Tim reiterates the four elements, encouraging podcasters to evaluate and refine their intros accordingly:

1. Show and Host Identification
2. Target Audience Specification
3. Content Delivery Promise
4. Outcome and Benefits

He urges listeners to put their podcast intros to the test, ensuring they attract ideal listeners and serve both the audience and the podcast’s objectives.

Tim Wohlberg [18:00]: "A great outcome for your podcast begins with a great intro."

Conclusion and Call to Action

Wrapping up, Tim invites podcasters to take advantage of a free 15-minute coaching call and access a free Podcast Audit designed to diagnose and enhance their podcast’s effectiveness as a marketing tool.

Tim Wohlberg [19:15]: "If you feel like you're not sure if your podcast is generating enough of an ROI for you or your business, you need to analyze more than just your podcast intro."

He provides resources for further improvement and encourages listeners to implement the tips discussed to boost their podcast’s return on investment (ROI) and overall performance.

Final Thoughts

Episode 221 serves as a comprehensive guide for podcasters aiming to refine their introductions into compelling promises that resonate with their target audience. By following Tim Wohlberg’s structured approach, podcasters can significantly enhance listener retention, authority, and lead generation, ultimately driving greater success for their shows.

For more insights and personalized coaching, visit podcastperformancecoach.com and consider booking a free coaching session.

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Resources Mentioned:

• Podcast Performance Coach - Free Podcast Audit
• Episode 23 on professionally produced intros
• Series of episodes on Niching (links available in the show notes)

Transcript

[Tim Wahlberg]

Hey, podcaster. I'm Tim Wahlberg, your podcast performance coach, with another actionable tip so you can grow your podcast authority, generate leads, and convert with ease. Today's tip is Start stronger. You have 30 seconds to convince a new listener to keep listening. You already know this, but why do I hear so many podcasters that don't seem to get it? They start with an update on their life or the weather or their dog. I've even heard someone start with a full minute about how they can't seem to get comfortable or figure out why their mic isn't working. It was working last week. I just don't understand. Hey, edit that out. It's a complete waste of your listener's time. And if you're trying to attract and keep a new listener, odds are they're moving on to another, perhaps more efficient show. In this episode, I'm going to break down the essentials of a powerful podcast intro so you can assess how effective yours is and fix it for greater impact. Before we break down the key elements of a podcast intro, I want to clarify that I'm talking about the intro of your show. This should be consistent from episode to episode. Some podcasters have a professionally produced intro, something I talked about in episode 23, but I encourage a live read on this every time so the listener is engaged from the start. There are two other potential intros that you might have in each episode, the topic intro and the guest intro. Again, I'm only talking about the show intro today, but I have lots of episodes on those other intros, and I'll put the links in the show notes for those. Before we dissect the effective podcast intro, let's talk about it as a whole. What is the point of of the intro? You want to compel a listener or potential listener to keep listening. This is why I usually refer to the intro as the podcast promise. What are you promising the listener if they keep listening? Think about it. The intro is like a contract. What are you promising them if they agree to keep listening? We got to remember, listeners are greedy. They want to know what's in it for them. What's the payoff when they hit play? Their thinking, Is this worth my time? They know their time is valuable. So how can you convince them that your show is worth their time? What can you promise them? Just because they hit play doesn't mean they're going to keep listening. Here are the key pieces of your podcast intro, AKA your podcast promise. The first part of the promise is the name of your show and who you are. Since you're making a promise, the listener needs to know who is making the promise. Keep it straight. I don't need to know every single one of your awards, accolades or resume details that you're the best selling author with 3 degrees, 25 kids, 3 cats, and the details of every job that you've ever had over your 20 years of industry experience. I don't need to know all that. It's too much, so keep it simple. The second part of the promise is them. You need to convince them so you need to mention them in the promise. And this better not be a laundry list of every single type of person who can benefit from your show. Get focused on who the show benefits the most and call them out in your intro if you struggle to niche. I did a series of episodes on Niching. I'll pop those into the show notes too. Make sure you are really clear on who your show is for and let them know that they are in the right place by calling them out in your podcast intro next. You need to let them know what they can expect to get from listening to this show. Not this specific episode, but the show itself. What is it that you deliver? Is it insightful conversations, enlightening case studies, actionable tips or a deep dive with thought leaders and industry experts? Be crystal clear about what specifically you deliver every episode, but don't make it a catch all laundry list. What is the key thing you deliver? The fourth key piece of a Powerful podcast promise the fourth thing your podcast intro absolutely needs to have is the outcome. If someone listens to your show episode after episode after episode, what kind of results will they get? This is why it's so important to know who you are talking to. Because to deliver a valuable intro and have a powerful podcast promise, you need to be really clear about who you're talking to and the problem that they have. You need to know the reason they're listening to a podcast. What is the problem you want your podcast to solve for them? Or what problem do you want your listener to believe you can solve for them with your service or product? Include the solution to that problem in your podcast intro. You want to assure them that there is a long term benefit to listening to your show. That's the promise. Let me share an example of a powerful promise. One of our clients we worked with a number of years ago, she works with CPAs and part of the promise that we created was ultimately work less, make more. Ultimately this has evolved over the last few years and so now our last part of our promise that we've come up with is I help overworked CPAs go down to 40 hours and then down to the exact number of hours they want to work without giving up profit and without hiring. The reason this works is because it very clearly states who the podcast is for overworked CPAs and the result? They want working less without losing profit or having to hire. By the way, any accountant who doesn't want that outcome isn't ever going to be a client of hers. The podcast isn't for them. Attention all of the accountants who love overworking. No need to listen to this podcast. It's not for you. This is the power of your podcast intro. It not only attracts the right listeners, it repels the wrong ones. Okay, so here are those four elements again so you can analyze your own podcast intro. Number one, name of the show and your name is the host. Number two, who the show is ideal for. Number three, what you promise to deliver. And number four, the ultimate outcome and benefit to the listener who tunes in regularly. Put your podcast intro to the test and see how it measures up. Having a podcast intro is going to set you up to attract your ideal listener. And when you do that, your podcast is going to serve them, you and your business. If you want to build authority, generate leads, and make more sales with ease, you need the right listeners to stick around past the first 30 seconds. A great outcome for your podcast begins with a great intro. And I hope that's just the tip you need. If you feel like you're not sure if your podcast is generating enough of an ROI for you or your business, you need to analyze more than just your podcast intro. Check out my free Podcast Audit, a diagnostic tool I created for entrepreneurs who want a podcast that's a kick ass marketing tool that generates leads and makes make sales easier. If that sounds like you, check out the link in the show notes and instantly get access to your free podcast audit today. Making sure your podcast is dialed in is going to improve your podcast roi, which is why you're podcasting. So check out the free podcast audit. I put the link in the show notes or you can grab [e-mail] I'm Tim Wahlberg. See ya.