As with writing anything for your business, you want to attract your people. Not all people. When you are so close to a project it can be hard to think about what to write to draw people in. Fortunately, when it comes to writing your podcast description there is a formula:
Intrigue + Clarity + Benefit = Podcast Description Success
Follow this formula to write persuasive podcast descriptions:
This is not about you and what makes you intriguing but what will make your listener intrigued. What will resonate the most with your ideal listener?
Think about your goal for the show and what you will teach or share and why. It does not have to be a lofty goal, it could just be to entertain and make people laugh. You want your potential listener to say, “Yeah they get me. I want some of that!”
For this, you need to be clear on your audience and objective. See step one the guide How to Create a Podcast: A Step-by-Step Guide for Content Marketers.
Once you have intrigued potential listeners you want to be clear on what they can expect from your podcast and when. How often do you post? Two times a week, once a month, daily? Who is the show good for? Parents, entrepreneurs, athletes?
What will listeners take away from your podcast? Will they learn something they can implement? Will they think differently than they ever have before? Be more creative or live healthier? Or simply just walk away happier and in a better mood? What are you offering?
Think about what listening to your podcast feels like. You are creating a mood and sharing that with potential listeners to draw them in.
Let’s have a look at how ‘The Brendon Show’ follows this formula with Brendon Burchard’s podcast:
Go behind the scenes with Brendon Burchard, the world’s leading high-performance coach and one of the Top 100 Most Followed Public Figures in the world, as he speaks to 20,000 people in arenas, coaches celebrities, helps his students, and reaches millions of people every week with his message for how we can all live, love and matter. Every week, Brendon shares what he’s struggling with, working on and marching towards — and how we can all live an extraordinary life. This is an intimate and inspiring look into the life and strategies of one of the most-watched, followed and quoted personal development trainers in history About ‘The Brendon Show’
Remember… Intrigue + Clarity + Benefit = Podcast Description Success
Whether you know who this High-Performance Coach is already or not, right away you are drawn in because you can see that you will get a behind the scenes look of someone who is out there making their dreams a reality. You get Brendon’s credentials but in a way that makes you want to listen to see how he is doing it all. That’s the intrigue.
Next, we see that we can tune in “Every week.” It is clear that this is a weekly podcast and we can learn how to live an extraordinary life. We know when the podcast is happening and what will get out of it. Here we have our clarity and benefit.
If you have followed Brendon Burchard for any length of time you know that Live, Love, Matter is his motto. We see in the podcast description that we too can learn how to Live, Love, and Matter.
Think about how you can put your personal and business philosophy into a few words like this in a way that is relevant to your podcast listeners. Let listeners know what to expect and when to expect it to build a loyal audience of fans.