Steve Goldstein: Unlocking the Power of the Audio Promo

We dive deep into the importance of audio promos for podcasts.
Steve Goldstein, returns to make a compelling case for why every
podcast needs a well-crafted audio promo.


Steve told us that as the podcast landscape becomes increasingly
crowded, using owned media to promote your show is essential.
However, he notes that promos are often overlooked, sitting low
on the priority list for many podcasters. This is a missed
opportunity, as an effective promo can hook listeners and drive
them to tune in.


The key, Steve says, is to take a "right-brain" approach focused
on storytelling and emotion, rather than just listing facts about
the show. He advises against the common pitfall of creating a
promo that is dry and overly logical. Instead, the goal should be
to craft a short, attention-grabbing piece that piques the
listener's curiosity.


Steve also emphasizes the importance of frequency, encouraging
podcasters to "burn in" their promos rather than worrying about
overexposure. He cites research showing the value of repetition
in audio marketing. By investing the time to create compelling,
story-driven promos, podcasters can better distinguish their
shows and drive meaningful engagement with their audience.


If you are going to listen to one thing in the show - check out
the his critique of our podcast promo. All to say, we will need a
new one.


Check out the full blog with the 7 things you need to think about
when making a promo.


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Thanks to the following organizations for supporting the
show:


Nlogic - TV & Radio Audience Data Solutions


Mary Anne Ivison at Ivison Voice. - Make her the female
voice of your radio station.


Matt Fogarty Voiceovers - It's great to have Matt back for
2024 supporting our show. Make him the imaging voice for
your radio station by contacting him through his website.


Megatrax - Licensed Music for your radio station or podcast
production company.





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