Promoting with audio promos
Published by on June 15th, 2008 Comments Off
I have never been convinced having show’s (podcast’s) audio promo played on another show was a particularly effective means of reaching out to new audience. But from my experience with TableRappers, I have changed that view.
When a new user signs up at TableRappers.com, one of the questions in the online form asks where or how they discovered the audiobook. Aside from those I know personally, almost all the remaining have discovered it through hearing about it on another audiobook or show, and hearing one of the audio promos. I can also direct relate the frequency of promos being played elsewhere with increases of media requests for the audiobook.
I remember a discussion with a podcaster a year or two ago (in the podcasting dark-ages) related to him receiving absolutely no spike in downloads after having his show mentioned and promo played on Adam Curry’s Daily Source Code. Similar stories were abundant at the time and the idea of reaching new ears through other shows dulled somewhat in my mind. That has changed, and here’s why I think the audio promos worked…
Drama!
The TableRappers promos are dramatic. That’s fairly easy to create with an audiobook thriller immersed in the paranormal with a good sprinkling of conspiracies and intrigue, but I believe the promo must be much more emotive than a simple “this is what my show is about, please come listen”. Demand the listener’s attention and insist they are missing something if they do not at least take a bite and taste your show. Listening to online audio shows is a passive activity, so you must get the listener motivated.
Be strategic
Spread the word across many other shows at around the same time. A listener who hears your promo just once within their favourite show will likely not act on it. Have them hear the same promo again (and again) in different shows at around the same time, and you have a greater chance of capturing their curiosity. All you can do is encourage them to take the bait, after that it is down to other factors as to whether they subscribe or listen beyond the initial taste.
Get the show’s host to mention yours
Build a rapport with the show host who wants to play your promo so that in addition to the promo itself, the host provides a brief endorsement. This may only be an intro, or could be a full-blown review of your show. However much they do, their personal mention draws their audience’s attention to your product much more effectively.
Don’t let them down
Keep your promo relevant to the theme and style of your show. The promo generates interest, but if the new listener’s expectations are dashed by inconsistent styles of promo and actual show, it is going to be very difficult to retain them beyond the first few seconds. If your show diesn’t have “drama”, you may feel this conflicts with the first point. In which case, boil your message down to what is truly compelling about your show – there must be something!
Make your show intro count
New listeners will make a decision on your show within the first few seconds – make them good! You’ve god the to take a bite, now hook them in good and proper. This is one of the primary reasons I decided to get into the story are quickly as possible with the Tablerappers audiobook and not have me waffling on before the story begins each episode.
Go get ‘em
Audiences are growing but unless you are taking positive action to reach them, they might as well be living on another planet. Audience growth is hard work and sometimes does not feel as though it is worthwhile the effort. But even from early on in this space, audience growth was a matter of getting in people’s faces, and the archaic notion of “if I build it they will come” (something, sadly, too many established and new show producers still believe!) is well and truly dead and buried.
Play one of my TableRappers audio promos on your show and I’ll play yours on a future episode of both TableRappers, and Minor Technicality.
