One of my clients is looking to set up a podcast.
This gets me excited.
More excited than when Cathedral City cheese is on special offer at ASDA (yes, THAT excited!).
You see he's probably going to need a co-host for this to bounce off and keep him under control and this will feel like a step back in time to my radio days. So a great little opportunity for me personally, but I know this person is an expert in his field and his podcast will be another amazing way to spread his message.
When chatting about the podcast, ideas for content and how it will work, we ended up in a long conversation about a piece of broadcasting gold which I feel is relevant to all marketing.
In my radio days we always had the following rule:
- One thought, one link
Which basically meant that every time we opened the microphone, we should be concentrating on talking about one topic.
If you think about human conversation, face to face, we do tend to go off on tangents and off topic. If you've ever been in a group of people in a discussion and they're talking about people or topics you don't know or understand, it's very easy to turn off from the conversation.
In radio, where listening figures and listening hours are key, the one thought one link rule stopped you as a presenter from droning on and on and on, and kept your speech short, sharp and to the point. It worked and existed as a rule for a reason. You could always tease what was coming up at the end of the link, again to keep people listening longer and not just freely give all your best speech content in one hit.
Business and marketing is much the same and follows a similar rule. If you're a business that is constantly introducing new products and services before your audience has a chance to understand what they are, what they do and why they should purchase, are you confusing them and turning them off?
Giving your audience time to know, like and trust you is one thing. Once that is established, it is important to focus on your key services or product lines and make sure that their story is fully told to your audience, not just the first few chapters of the product story. Because we've all got a bookshelf of half-read Amazon purchases haven't we?
One way to see if your audience is listening, and listening for longer (another radio term there for you) is to ask them! Send out an email survey, call them, ask on your social media, get them to share THEIR stories on how your product or service has impacted them. Get that feedback and you'll know instantly if they are getting you and what you do.
Short and sweet summary - one thing at a time.