🎙️[SSN] what makes u listen?
Playlists, radio ads and why people listen to podcasts↓ Welcome to SSN BTS Vol 21 Not sure if you know this about me Reader, but I am a Mom of two littles. I have a six year-old and a two year-old… and sometimes life as a CEO, running a team, trying to be healthy and sleep and being a Mamma gets CRAZY. This week, my husband is in Cape Breton, NS for work. So I’m effectively solo parenting on the last week of school… and let’s just say I’m pretty sure neither kid had matching socks this morning. The GOOD thing about this week is that I’m doing twice the amount of driving with school pick-ups and drop-offs… so that means… More time for PODCAST listening!! I’ve been thinking a lot about what prompts a listener to add a show to their listen-list or download schedule. I posed that question to our team last week. “What makes you seek out and listen to a podcast?” And I want to share the considered responses with you, because they give you a good sense of how podcast are different from other media. |
↓ Let’s jump right in with what Jaime Nickerson, our Queen of Staff and VP, Operations had to say when asked:
“What makes you seek out a podcast (and keep listening to it?) “There is usually some question I want answered or some curious itch I need to scratch. For example, I watch a series on Netflix and I really need to know more about the behind the scenes. It’s so much more enjoyable to listen to that than to read about it on Google. (I think that’s that energy equivalency thing where a podcast matches the energy of the show; words on a page, not so much.)
Another example, I might be looking to make some sort of improvement in my life e.g. investing and I go all in on the creators I’m learning from. It’s likely that I found them on social media first and then discovered their podcast (or podcasts they recommend). I’ll keep listening so long as I’m learning something new that I can apply or can share in a social setting. I’m all about the “fun facts” and things I heard on a podcast that could start/contribute to a conversation. Regardless, I have to be entertained because I’m usually listening while doing things that I’m “just trying to get over with”, like cleaning.” Here Jaime is highlighting the three key reasons your listeners stick with you. And frankly why your podcast shouldn’t be one big advertisement. An advertisement is designed to push a listener to an action - most often buying something. “This weekend only, get a four year lease on a brand new Honda Civic and we’ll throw in the winter heated seats for free! But only this weekend!” The balance of power is ‘brand seeks listener to do something for the brand, so the brand tells the listener why they should do it.” Advertisements tend to use methods like urgency, scarcity, agitation, pain points, and so on to prompt action in people. But your brand podcast appeals to a different part of that human brain. It’s the part that isn’t tweaked by agitation or urgency, but, as Jaime’s response demonstrates, is excited by the prospect of being informed, educated and entertained. The number one reason a listener has tuned into your show is because they want to improve their life, sound smart and take away some nugget of knowledge or information they didn’t have before. Not going to lie Reader, this is also why it’s been such a hard turn to get media buyers, brands and organizations onto the branded podcast train… because it absolutely means conversions take LONGER to achieve. You can’t launch a branded podcast and expect immediate hockey stick like results in your sales funnel. BUT, when those sales start to roll in? They will be from champion buyers, who don’t hesitate to click ‘purchase now’ or walk into your store knowing the exact thing they want. As for the shows I’m listening to this week in the Mom-mobile? Sounds Profitable - always in high rotation for me. Financial Feminist - American insight on the world of wealth building for women The Rebooting Show - deep insights into the world of media companies and structures Tell me Reader, what makes you seek out a show and keep listening? Erin Trafford Co-Founder, CEO | Story Studio Network Website | Instagram | Linkedin | Threads Want to work together? Cool. Here are a few ways we can do that…. >>> Try our on-demand workshops We add to this library of free on-demand workshops and trainings regularly. Sign-up for 60-min webinars on topics such as Unlocking your Podcast Potential, Promotions & Growth, and The Art of Podcasting to Get More Clients. >>> Let us be your Newsroom in a Box
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