Steve Goldstein: Unlocking the Power of the Audio Promo

The Sound Off Podcast

We dive deep into the importance of audio promos for podcasts. Steve Goldstein, returns to make a compelling case for why every podcast needs a well-crafted audio promo.

Steve told us that as the podcast landscape becomes increasingly crowded, using owned media to promote your show is essential. However, he notes that promos are often overlooked, sitting low on the priority list for many podcasters. This is a missed opportunity, as an effective promo can hook listeners and drive them to tune in.

The key, Steve says, is to take a "right-brain" approach focused on storytelling and emotion, rather than just listing facts about the show. He advises against the common pitfall of creating a promo that is dry and overly logical. Instead, the goal should be to craft a short, attention-grabbing piece that piques the listener's curiosity.

Steve also emphasizes the importance of frequency, encouraging podcasters to "burn in" their promos rather than worrying about overexposure. He cites research showing the value of repetition in audio marketing. By investing the time to create compelling, story-driven promos, podcasters can better distinguish their shows and drive meaningful engagement with their audience.

If you are going to listen to one thing in the show - check out the his critique of our podcast promo. All to say, we will need a new one.

Check out the full blog with the 7 things you need to think about when making a promo.

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