Consistent Podcast Brand Message – PTC Episode 026
New Media Expo 2014 in Las Vegas at the beginning of January was an amazing experience. Every podcaster I met was interested in sharing the knowledge. I discovered many new podcasts. The best part of the event was meeting so many fantastic people.
One common theme came to light as I listened to so many people sharing their ideas. Podcasters are always looking for new things to talk about on their show. They want to keep their content fresh.
It is understandable that podcasters want to continue to deliver new content. You want to keep your listeners returning for new ideas. Delivering the same message over and over may get boring and stale. However, when you stray too far from the core message, you run the risk of diluting your brand.
There is a podcast about business and marketing. I would listen to it on a regular basis. This went on for a few months.
I began noticing the show would post inconsistently. Sometimes it would be weekly. Other times a new episode wouldn’t show up for a month. I never knew what to expect.
The show as hosted by two people in different locations. During some episodes they would talk about hiking. There were times they would discuss the weather differences between the two cities. Many times the discussions were not pertinent to the topic of business.
The hosts would also answer all sorts of questions that came in, regardless of topic relevance. It sounded as if they answered every e-mail they received. There was such a variety of topics that I sometimes wondered if they changed the focus of the show.
I had come to this show to learn something about business and marketing. The show looked like it might have some information I could use in my business. Unfortunately, it seldom delivered on the promise of the show brand. The show was too inconsistent.
Eventually, I unsubscribed.
There are hundreds of podcasts about business and marketing. If you want to stand out from the crowd, you need to be unique, be the best, be exciting, and be consistent.
Frequency to the target is the way to get your audience to remember your show. So, how can you be unique and consistent at the same time? How do you deliver a consistent message without getting boring or stale? How can you keep your content fresh while delivering the information your audience expects from your show?
There are five ways to deliver a consistent message with your podcast without getting stale.
1. Say the same things with different words.
Find different ways to package your message. Keep the brand message consistent. Simply find new ways to illustrate your point.
On The Dave Ramsey Show, Dave teaches his seven baby steps to get out of debt and build wealth. His entire show is based around those seven steps. Nearly every call and question comes back to one of those steps. He has built an empire and 20-year radio show around seven steps. It’s the same thing on every show. Dave simply finds new ways to illustrate the method. Consistent message. New ways to say it.
When looking for new ways to frame your brand message, you could approach the subject in many ways. It could be from your point of view or the listeners point of view. It could be in relation to the elderly or young. You could describe it through the eyes of somebody from another country or somebody that speaks a different language. How would the rich and poor see it differently? Describe how a beginner might use your information. Then, describe it from the standpoint of a professional. Those are ten different ways to communicate the same message using different words.
2. Give it context
Day O’Day is one of my mentors. I have been to many of his seminars and purchased quite a few of his products. He works with radio people in crafting their sales message and production values.
In one of his presentations, Dan gave a fantastic example of context. Dan asked, “Is it wrong to take medication from a coworker’s desk?” How would you answer that question?
Then, Dan gave the question some context.
What if someone in your office was having a heart attack and that medication was the only thing that could save them?
That is the definition of context. On the surface, sure, taking medicine is wrong. Give the story some context, and you might just change your mind.
3. Decide on the perspective for the story
What is your position on the subject? Take a stand. If you don’t care enough to be on one side or the other, how can you expect your audience to pick a side and care?
What do you hope to communicate with this topic? What is the one thing you want your audience to remember about this episode? Answer those two questions and you will begin to define your perspective.
Pick an angle that will really make the story stand out. If you are discussing hunger in Africa, you could tell the story from the point of view of an energetic volunteer, a hopeless child experiencing it firsthand, a frustrated government worker fighting the bureaucracy, or an immigrant to this country who has discovered new hope. Different perspectives communicate different messages.
4. Communicate with passion
Love what you do. It is much easier to find different ways to say the same thing when you love what you do. Be passionate about a topic, and you’ll be able to talk about it all day long.
Excitement and passion are contagious. If you are excited about your topic, your listener will be engaged and excited as well. Have you ever met that person that was so excited to talk about a subject that you found yourself getting sucked into a conversation that wouldn’t have had any interest to you at any other time? 30 minutes later you realize you’re still talking about the same subject.
Make them love you or hate you. Either way you are making them care. The middle is boring. Nobody has ever said, “Wow, did you hear the show today? He really had no opinion one way or the other.” Push people to pick a side. You will make the emotionally vested in your show.
5. Sell the sizzle
Consumers don’t by products. They buy the benefit of those products. People don’t want products and services. They want their problems solved. What problem will your product or service solve?
People will buy the results and benefits of your product or service.
Be consistent with your benefit message. Find different ways to deliver the message of your benefit in different ways. We are transforming your information into engaging entertainment. Information sounds like a boring message. Let’s juice up your content and make it engaging. Sell the sizzle.
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
You can also find worksheets and other tools to help you create great content at www.PodcastTalentCoach.com.
Let’s turn your information into engaging entertainment.