One of the best pieces of marketing advice I ever received was this:
“A confused mind always says ‘no’.”
When it comes to podcasting, this advice applies most specifically to your podcast’s messaging.
Here’s how it works:
Clear messaging has the effect of both repelling the people who your podcast is not a fit for and attracting the people it is.
Unclear messaging on the other hand fails to send a clear signal to either group.
And in the face of uncertainty, both groups default to moving on rather than risk wasting their time on a podcast they’re not certain is a fit for them.
Your job then, is to ruthlessly eliminate confusion at any of your show’s potential touch-points with your listeners.
Consider the following and perform a self-audit:
- Podcast title
- Cover art
- Podcast description
- Episode titles
- Episode descriptions
- Show intro
On a scale of 1-10, how clearly does each of these touch-points convey who your podcast is for and the tangible value they’ll get from listening to your show?
If you rate any of these touch-points lower than a 7, it’s probably costing you listeners who are passing your podcast by for another with a more clearly stated value proposition.
Tightening up your new-listener touch-points is one of the quickest and easiest ways to start converting more new listeners and should not be delayed.
More traffic won’t do you much good if what you offer isn’t clear, after all.
Eliminate confusion to maximize conversion.