Content is Great, but What is the Goal?
One of the greatest perks of my job is that I get to work with some really wonderful content creators. I have gotten to learn about real estate, finance, health and legal issues from some really bright minds. These radio and podcast show hosts do a fantastic job of communicating their knowledge and educating people on how to improve their lives.
But it seems obvious to me that focusing on simply creating great content is only part of the equation. When Stephen Covey set out his 7 Rules for Highly Effective People, he offered this advice: Begin with the end in mind. In other words, work backwards from where you want to end up and make choices that will lead you there.
I think it’s great to focus on the content, to have compelling interviews, to educate listeners about your passion, but the next question is how do you want the listeners to respond? All of the radio shows and podcasts that I distribute and syndicate have a goal of growing their customer base as a result of these efforts, but often times they forget to regularly invite the listener to get involved.
One of my favorite ways to engage with the listener is to offer something of value to them, a free report, an article that you reference on the program, some way for them to get in touch with you.
One of my financial clients has started doing this every week and seen fantastic results. He generates over 100 calls per episode by offering a free report. The listener has two opportunities for getting in touch, they can go to his website and enter their email address or call a voice mail number and leave a message. The report is then emailed to them. It’s easy to find the free report button on his website and using a voice mail box is also very effective as the majority of people listening are away from their computer, in the car, at the gym or whatever.
Of course, these are rich email addresses to build the all important data base and new content can be feed to these listeners on a regular basis. My encouragement to you is keep producing great content, but also think about how do you invite your listeners to be in touch.
Tags: direct response, podcasting, radio programs, show format