Writing an awesome podcast description - 4 quick steps
Congrats, you are likely at the point where you have a killer podcast concept and you hopefully have your first episode in the works... now the fun part starts, driving listeners. Setting up your podcast on any hosting platform such as wisecast.fm (shameless plug) will require you to write a podcast description to tell your listeners a little about your podcast; essentially operating like an introduction to a book or an executive summary to a report. Consider it like an elevator pitch for why a listener should spend their precious time listening to what you or your panelists have to say. Below are some quick tips to help you write a description that will drive more people to your podcast.
SEO (Search Engine Optimization): You have likely heard this term many times with reading about to website performance, however the same rules apply for your podcast. SEO simply refers to the act of ensuring that your content is leveraging the key search terms used for content related to your podcast topic. When drafting your podcast description ensure you are using words that other podcasts with a strong following use. We don't mean to load your description with a mishmash of keywords, it is important to use them in a meaningful way while still writing a description that would compel listeners hit play.
Intro Sentence: This is your opportunity to state something that your audience can relate to about your topic area. Before getting into a description of who you are and why they should listen to you, it is important to somehow convey the message of "the struggle is real" or that "I have been there too" or "I was thinking the same thing". Often people will engage with your content when they feel a certain connection to the host or topic area - the goal is repeat listeners. An example for a podcast about investing advice would be "In a world saturated with information regarding investment strategies it is often unclear on how to get started," the goal is to build that instant connection with your potential audience.
Qualifying Content/Sentence: Ok great, you have them engaged .... they have gone past the first sentence ... now what? This is your opportunity to validate why they should listen to your podcast for the content that is being shared. If your topic focuses around your profession it is important to list the years of experience and credentials you have earned in the applicable industry. If your podcast is focused around entertainment .... well then it better be the funniest or most jaw-dropping sentence you have written. It is also important to include the frequency of the podcast episodes in this line. Keeping with the example from the section above, an effective sentence would be "Every Friday, Tina Smith CPA, leverages her 25 years of experience in financial planning to cover the basics of investing to help newbies get started on their financial freedom goals.
Closing it out / The Plug: We have run into a number of descriptions that fail to point out the audience they are after so this is an opportunity for you to clearly define who you are after. You want loyal listeners who will share the content with their peers who will likely have similar interests, it also helps you define a clear theme and topic. Carrying on with the example above, your final sentence should read something like "if you are interested in investing,or have some extra cash but have no idea on how to get started this is the podcast for you". This final plug seals the deal for why they should listen to you - be bold, don't sell yourself short.
The goal is to keep your description clear and concise but also be able to answer "Why listen to you?"