The #1 question potential listeners will ask when they find your podcast is, “What’s in it for me.”
In this episode we’ll cover the Top 8 takeaways from that audit, as well as what Hollie should do next.
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The number one question, potential
listeners will ask when they find
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your podcast is what’s in it for me.
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Optimize for that question
and that experience and you
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will get more listeners.
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That is the crux of what we covered.
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When Holly Arnett hired me to audit
her podcast, brand your passion.
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And that’s what we’re going to talk
about today as i give you the top eight.
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takeaways
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Joe: Welcome to podcast workflows,
where you get daily tips to improve
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your process, grow your show,
and maybe even make some money.
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Each week.
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I also do a daily dive into the
process of the world’s most successful
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podcasters and reveal their tools,
processes, and systems to help you
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simplify the production of your own
show and reclaim hours in your day.
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You can improve your own
podcast production process
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by seeing how the pros do it.
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Now it’s Wednesday, which
usually constitutes a deep dive,
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but today’s deep dive is going
to be a little bit different.
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Holly Arnett hired me to.
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Audit her podcast brand your passion.
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And so I applied my seven point growth
framework to her show, exploring
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things like where is her podcast?
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How is it presented to potential
listeners and other things that she
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could do to grow her listener base?
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Since this audit, she
has seen great results.
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And so I want to share.
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The top eight takeaways with
you, the way this will work is
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I’ll tee these takeaways up.
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Tell you a little bit about
context for you and then play the
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actual audio from the audit, which
Holly has graciously allowed me.
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To share with her and be sure
to check out Holly’s podcast,
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brand your passion, wherever.
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You get your podcasts.
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Okay, so let’s get into the audit.
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The number one takeaway here is B.
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Everywhere.
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You can’t answer a question.
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If no one is asking Holly is
in most places, but her YouTube
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episodes, weren’t up to date.
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And so we want to make sure
that her podcast is on YouTube.
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She also wasn’t on pandora and while
PA while pandora is often overlooked
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they still have a solid listener base
in fact i have a friend who uses it
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as his soul music streaming service
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Joe Audit: But all in all,
you’re doing a great job.
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Your podcast is in most places,
which is a common problem.
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I see with podcasts, they submit to the
big ones and not so much the small ones.
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I will say that it looks like
you were publishing to YouTube
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for a while and then stopped.
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I would do what you can to get
your show back on YouTube, even
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if it’s just in an audio only.
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Capacity.
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So it looks like you
might use Simple Cast.
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I’m not sure if they automatically
publish to YouTube, but you can use a tool
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like Fusion Cast or Descrip to create a
video version to then upload to YouTube.
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Very soon they’re going to support
RSS, and this is gonna be a lot
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easier and basically a non-issue,
but I would recommend getting
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your catalog back on YouTube.
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You weren’t in iHeart radio.
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So I would submit there same
thing with Deezer and Pandora.
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I would just make sure you’re in those
It’s a fairly low priority because you
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are in a lot of the apps but being here
for people who might use the iHeart or
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Deezer or Pandora apps will Get you in
front of as many people as possible.
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Oddly enough.
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I also noticed that you were not that your
show looks well, I can’t view Castro cause
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it’s an, I think it’s an iOS only app.
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Oh, well there is a Mac app.
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So, but oddly enough, you.
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Your show is there, but not updating.
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So I don’t know if you switched hosts,
maybe like switched audio hosts.
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And as a result, maybe, Oh,
this is less than ideal.
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So, so maybe as a result, your.
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Show stopped updating.
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So I would just make sure I guess
the latest version is there or
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that your old feed is is Continuing
to redirect to your new feed.
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This is a problem that Sometimes
happens when you switch hosts
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you’ll redirect the old feed.
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But then if you’re Account gets canceled.
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Sometimes those hosts won’t
always honor that redirect,
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which is a little frustrating.
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So I would make sure either way, maybe
that your feed is updated in Castro.
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I’m not sure how to do that, but.
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Based on what we just talked about, maybe
you could reach out to them and see, or
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resubmit your show with the new feed.
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Again, that’s less than ideal.
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Cause it’s going to show up in two
places, but at least your latest
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episodes will go to that app.
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Number two, and this is a big one
is improve your podcast description.
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I didn’t say this during the audit,
but Holly could probably add her
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niche somewhere in the title.
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The description is a great
opportunity for improvement.
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It should read like a movie synopsis.
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This is going to entice
the potential listener.
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To actually listen.
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You should also Knicks in this
show instead hit the reader with
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what’s in it for them immediately.
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Joe Audit: Review of your
title, description, and artwork.
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I really think you’re
doing a great job here.
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The title’s good brand, your passion,
very, unless I am getting the complete
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wrong idea, I think that means that I have
a hobby or something I’m really passionate
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about and I can turn it into a business.
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And I mean, the description’s
right there, but that’s.
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That is what I gathered
from the name of the show.
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The description is a great start.
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I included screenshots in the audit
because I want to show you how
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it’s going to look in actual apps,
like maybe as people are browsing.
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And this show helps you, that’s great
people know it’s a show, I might
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flip the two paragraphs a little bit.
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So I have an example here, right,
because you immediately want to answer
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the question, what’s in it for me?
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So instead of If you’re or are you right,
because you don’t want to give people
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the opportunity to say no to what you’re
saying, so you don’t ask the question.
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You just say you’re ready to get more
eyes on your work, more dollars in your
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pocket and more creativity in your life.
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That’s why you need brand your passion.
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Then you can go on to say what
the show talks about and how
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it helps and how to listen.
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So I think that if you just rework
your description a little bit,
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it could be a little bit more
eye catching, which is great.
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Yeah.
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Number three is make your
artwork stand out much.
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Like book covers.
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Your artwork is one of
dozens of squares on a page.
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Holly can make her title stand out
more and make her headshot bigger.
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Our eyes are often drawn to smiling
faces so we should optimize for that
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Joe Audit: Overall, I like your artwork.
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I think I have the most feedback here.
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Uh, so first you want to
make your name bigger.
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I did include how it
shows up in Apple podcast.
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Notice that the name is pretty small
and there’s, there’s good, there’s good
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contrast, but not as much contrast.
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So it could get lost, right?
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Your, your eye is likely drawn
to either project me with Tiffany
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Carter or do Rue, do Rue, do Rue.
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I’m really wish I figured out how to
say that before recording this just
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because faces, you know, maybe you
are the brand faces attract attention.
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So you want to make your
name a little bit bigger.
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So people browse that and
then you want to make.
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You a little bit bigger in the frame
as well so that your face shines
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through a little bit more, right?
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You’re smiling.
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This is great.
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This is what people are attracted to
as far as where their attention goes.
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You, I would also maybe minimize.
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The hosted by Holly Arnett
and move it to the bottom.
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This is great.
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If people are looking for you
specifically, but if they are, they
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probably already know what you look like.
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And for people who are just
browsing, this is less important
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than what’s in it for them.
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Right?
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So I do have by Joe Casabona on my
artwork, but I would deprioritize that
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and maybe really make the name stand out
and your face stand out a little bit.
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I’m happy to say that Holly
took near immediate action.
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On the artwork.
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And what she said was she made a
small, but mighty upgrade to the
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brand, your passion podcast artwork.
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I think it looks a lot better and I hope
that it’s converting better for her to.
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Okay.
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Number four, optimize episode information.
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Holly is already doing a great job here
or was already doing a great job at the
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time of the audit in part because she
is a marketer but also because she is
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optimized long form articles for each
episode so i didn’t have a lot of feedback
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for her here i just wanted to call it out
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Joe Audit: Review of the
episode titles and description.
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I usually have a ton of feedback here for
people and you’re just killing it, right?
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I think this is probably I’m going to
guess this is because it looks like
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all of your episodes are also long
form blog posts, which is also great.
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So nice work there.
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I reckon that since you are.
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A branding and marketing coach.
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You probably know a thing or
two about content marketing.
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And so you don’t need any
help from me in that area.
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You’re making really great use of
the description and the show notes.
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And again, I included some screenshots
to show you what it looks like in
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app so that people know, but I don’t
really have a lot of feedback here.
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Nice job.
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Number five is have a
clear call to action.
00:10:07.806 –> 00:10:10.866
Holly has a great cold
open in her show though.
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I would probably duck the
background music a little bit
00:10:13.626 –> 00:10:14.856
more so you can hear her better.
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And then I would pick one
cold or one call to action.
00:10:19.806 –> 00:10:23.676
For after the cold open at
some point now I’ve changed my
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opinion a little bit on this.
00:10:24.846 –> 00:10:26.856
Since the audits started coming out.
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But I do think you need a clear call
to action within the first five or
00:10:30.696 –> 00:10:35.586
so minutes because putting a call
to action at the end means you’re
00:10:35.586 –> 00:10:37.926
missing a lot of listeners that way.
00:10:38.346 –> 00:10:41.796
But you do want to provide some value
before you ask them for something.
00:10:42.096 –> 00:10:45.726
Similarly, too many calls
to action means no action.
00:10:45.726 –> 00:10:47.106
The user gets confused.
00:10:47.556 –> 00:10:51.456
Rob and kennedy have a good call to
action that is similar to holly’s
00:10:51.786 –> 00:10:56.916
and effective so number five pick
one clear call to action and put it
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earlier than the very last thing you say
00:10:59.628 –> 00:11:02.748
Joe Audit: Your call to a, so here’s
something worth noting, right?
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Your call to action people are probably
doing something else and they are going
00:11:07.078 –> 00:11:09.208
to leave before you sign off, right?
00:11:09.208 –> 00:11:11.668
So you want to do two things.
00:11:11.668 –> 00:11:14.758
You wanna make your call to action
crystal clear, and you want to put
00:11:14.763 –> 00:11:16.558
it earlier than the sign off, right?
00:11:16.558 –> 00:11:18.418
So I think your intro is good.
00:11:18.418 –> 00:11:19.468
As far as the content goes.
00:11:19.468 –> 00:11:22.348
I might duck the music down a
little bit, like lower that volume.
00:11:22.768 –> 00:11:25.468
Because again, depending on where
you are or the speakers, right?
00:11:25.468 –> 00:11:28.748
I was listening on really good
speakers, but if people are listening
00:11:28.748 –> 00:11:31.648
in the car or in their, their like
the phone, the headphones that came
00:11:31.648 –> 00:11:35.628
with their phone, your voice might
get lost a little bit in the music.
00:11:36.058 –> 00:11:38.028
I would also include your call
to action at the beginning.
00:11:38.028 –> 00:11:39.548
If you want the cold open, great.
00:11:39.558 –> 00:11:40.608
Definitely keep that.
00:11:40.808 –> 00:11:45.988
Maybe put the call to action after the
cold open and before you do the interview.
00:11:45.988 –> 00:11:48.548
Cause it definitely sounds
like you record the intro.
00:11:48.793 –> 00:11:51.933
Later, so I would say like
before we get into the interview.
00:11:51.963 –> 00:11:56.763
I’d love to ask a quick favor The more
people share this the more it gets
00:11:56.763 –> 00:12:01.283
reviewed the more likely it is that
people will find it so if you could
00:12:01.283 –> 00:12:06.933
just take a screenshot of your podcast
player Share it on social media.
00:12:07.243 –> 00:12:08.453
Be sure to tag me.
00:12:08.453 –> 00:12:10.093
Let me know what you
liked about this episode.
00:12:10.093 –> 00:12:10.873
I would love that.
00:12:10.883 –> 00:12:11.633
That sort of thing.
00:12:11.873 –> 00:12:16.943
Robin Kennedy, the email marketing
heroes do this pretty effectively.
00:12:17.043 –> 00:12:21.323
So if you’re, if you’re looking for
verbiage, definitely check them out.
00:12:21.733 –> 00:12:24.583
And again, we lose 50 percent or
more of listeners by the outro.
00:12:24.593 –> 00:12:26.973
So you, you asked for a
lot of things at the end.
00:12:27.463 –> 00:12:29.643
Most people have stopped
listening by then, right?
00:12:30.003 –> 00:12:32.883
Especially cause you do
have that little music gap.
00:12:33.543 –> 00:12:37.003
So people, unless they can’t,
they’re probably going to
00:12:37.003 –> 00:12:38.433
move on to the next episode.
00:12:38.983 –> 00:12:41.133
And then you did have a
lot of asks at the end.
00:12:41.573 –> 00:12:44.643
So I think if you want more
social shares and reviews, make
00:12:44.653 –> 00:12:46.073
that your sole call to action.
00:12:46.303 –> 00:12:49.113
Repeat it at the end, definitely for
the people who say all the way through,
00:12:49.353 –> 00:12:51.083
but put it in the front as well.
00:12:51.753 –> 00:12:54.393
Number six, getting sponsors.
00:12:54.423 –> 00:12:59.163
Uh, Holly had a line in the show notes
about looking for sponsors, but that
00:12:59.223 –> 00:13:03.543
is generally not effective unless
you already have a gigantic show.
00:13:03.843 –> 00:13:07.833
You need to ask sponsors directly.
00:13:08.493 –> 00:13:09.273
Justin Moore.
00:13:09.273 –> 00:13:13.473
My good friend over at creator wizard
has a lot of great content on this
00:13:13.473 –> 00:13:17.433
that I’ll include in the show notes,
but she should reach out to brands.
00:13:17.463 –> 00:13:19.323
She feels would help her listeners.
00:13:19.623 –> 00:13:22.533
And the way that she finds out
about what would help her listeners.
00:13:22.893 –> 00:13:25.743
Is by asking her listeners what they need
00:13:26.468 –> 00:13:28.968
Joe Audit: I will say
recommended strategies to help
00:13:28.968 –> 00:13:30.478
you earn more money sponsors.
00:13:30.498 –> 00:13:33.128
I noticed you have a sponsor
call to action and that’s
00:13:33.168 –> 00:13:34.348
likely not going to work.
00:13:34.638 –> 00:13:38.218
I mean, it’s good to have there, but
you need to reach out to brands as well.
00:13:38.218 –> 00:13:39.378
So I would recommend.
00:13:39.783 –> 00:13:43.543
If there’s a tool that’s super crucial to
you for your business, reach out to them.
00:13:43.843 –> 00:13:47.973
If there’s a tool that gets mentioned by
your guests, reach out to them because
00:13:47.973 –> 00:13:50.703
now they’re getting free publicity
and they’ll like the, they’ll, they’ll
00:13:50.703 –> 00:13:51.943
likely want to do something more.
00:13:52.263 –> 00:13:54.863
And if you’re not sure, reach out to
your audience and ask them, right?
00:13:54.913 –> 00:13:55.973
Maybe they’re on your mailing list.
00:13:56.223 –> 00:13:58.763
Say, Hey, what problems are you having?
00:13:58.763 –> 00:14:01.123
What kind of tools would help
you solve those problems?
00:14:01.403 –> 00:14:05.623
Then you could send your, the responses
to brands when you pitch them.
00:14:06.783 –> 00:14:07.923
Number seven.
00:14:08.043 –> 00:14:10.863
I think a better way to make
money is selling services.
00:14:11.193 –> 00:14:15.813
This I feel is the better play for
Holly is to sell her services because
00:14:15.813 –> 00:14:19.743
she’s a branding and marketing
coach with a branding podcast.
00:14:19.953 –> 00:14:21.183
It’s a natural fit.
00:14:21.183 –> 00:14:25.353
She’s using the show to establish her
authority and she might have an easier
00:14:25.353 –> 00:14:30.183
time getting listeners who appreciate
what she’s doing to actually hire her.
00:14:30.483 –> 00:14:34.053
So Holly should do more solo
episodes having a call to
00:14:34.053 –> 00:14:35.973
action for a free call or.
00:14:36.003 –> 00:14:39.573
Or even directly sell
as her call to action
00:14:39.932 –> 00:14:41.042
Joe Audit: You are.
00:14:42.002 –> 00:14:44.852
Uh, branding coach and this
is a show about branding.
00:14:44.852 –> 00:14:49.712
Like there’s perfect alignment between
what you do and the subject of your
00:14:49.712 –> 00:14:51.412
show, the subject matter of your show.
00:14:51.702 –> 00:14:55.352
So use this to sell your services.
00:14:55.582 –> 00:14:59.312
If it’s a, you know, if it’s a free
call, I don’t know if it’s a free call.
00:14:59.312 –> 00:15:00.212
I haven’t done this yet.
00:15:00.572 –> 00:15:01.662
It looks like it could be though.
00:15:02.062 –> 00:15:03.392
Make that your call.
00:15:03.392 –> 00:15:03.782
Oh nice.
00:15:03.782 –> 00:15:05.122
You’re using ConvertKit commerce.
00:15:05.122 –> 00:15:05.522
Very nice.
00:15:05.532 –> 00:15:07.252
So it’s not a free call, but.
00:15:07.642 –> 00:15:10.912
You have a number of services, right?
00:15:10.942 –> 00:15:18.732
And so what I would recommend
you do is make some solo episodes
00:15:18.862 –> 00:15:21.712
where you talk about something.
00:15:21.712 –> 00:15:22.982
Maybe you helped a client, right?
00:15:22.982 –> 00:15:26.762
Tell these stories and then
create a call to action.
00:15:26.762 –> 00:15:31.152
Hey, if you want, if you want to see
if I’d be a good fit for you, let’s hop
00:15:31.152 –> 00:15:32.972
on a free 10 minute call or whatever.
00:15:32.982 –> 00:15:36.592
Or just say if you want me
to help you like I helped.
00:15:36.792 –> 00:15:40.522
Person book a call with
me at this link, right?
00:15:40.572 –> 00:15:44.572
Because now you’re using the podcast
to generate leads from people
00:15:44.572 –> 00:15:46.092
who are interested about this.
00:15:46.412 –> 00:15:50.032
And I’ve included a resource for
like my, my smash framework, five
00:15:50.032 –> 00:15:51.272
ways to make money with your podcast.
00:15:51.282 –> 00:15:54.482
But I think selling your services,
I’m actually going to move this up.
00:15:54.802 –> 00:15:57.252
Selling your services is
probably your best bet.
00:15:58.109 –> 00:16:01.559
Finally number eight,
have a great website.
00:16:02.339 –> 00:16:05.609
This is another place where I
feel Holly is really doing it.
00:16:05.609 –> 00:16:05.879
Right.
00:16:05.879 –> 00:16:07.709
And so I wanted to call it out here.
00:16:08.189 –> 00:16:12.119
Uh, her website is clear,
has an easy place to go.
00:16:12.119 –> 00:16:15.539
Listen has a playlist
on the listening page.
00:16:15.899 –> 00:16:19.379
And then it also has blog
posts for each episode and a
00:16:19.379 –> 00:16:22.169
newsletter signup nice work holly
00:16:22.742 –> 00:16:26.792
And then your website,
great job on your website.
00:16:27.212 –> 00:16:31.802
I might, if this is the podcast page,
places to listen, you’ve got the
00:16:31.802 –> 00:16:35.382
playlist and then the blog posts.
00:16:35.702 –> 00:16:36.122
Great.
00:16:36.612 –> 00:16:37.832
This is fantastic.
00:16:38.232 –> 00:16:40.742
And then you have, you do
have your newsletter, right?
00:16:40.802 –> 00:16:43.172
People can sign up to your newsletter.
00:16:43.742 –> 00:16:44.192
Okay.
00:16:44.192 –> 00:16:45.422
So I’ll recap.
00:16:45.422 –> 00:16:48.572
Those top eight takeaways
are those eight takeaways.
00:16:48.932 –> 00:16:51.272
And then the five things I
recommended Holly should do.
00:16:51.692 –> 00:16:53.822
Number one, be in every directory.
00:16:53.822 –> 00:16:55.892
Number two, improve your description.
00:16:56.132 –> 00:16:58.622
Number three, make your artwork stand out.
00:16:58.652 –> 00:17:03.242
Number four, optimize episode information
that is episode title and description.
00:17:03.722 –> 00:17:04.172
And.
00:17:04.832 –> 00:17:08.222
After after creating this audit.
00:17:08.612 –> 00:17:11.852
Uh, apple announced that they were
bringing episode artwork to apple podcast.
00:17:11.852 –> 00:17:15.392
So having custom episode artwork
is also a really important thing.
00:17:15.932 –> 00:17:19.052
Number five, have a clear call to
action that you placed someplace
00:17:19.082 –> 00:17:23.942
after the beginning, but definitely
before the end, number six.
00:17:24.092 –> 00:17:25.472
Reach out to sponsors.
00:17:25.472 –> 00:17:26.672
If you want sponsors.
00:17:26.942 –> 00:17:31.892
Number seven, sell your services and
number eight, have a great website.
00:17:32.762 –> 00:17:35.612
The five next steps I
recommended for Holly.
00:17:35.912 –> 00:17:38.042
Number one, get back on YouTube.
00:17:38.312 –> 00:17:41.402
Number two, reach out
to podcast to swap with.
00:17:41.402 –> 00:17:46.352
As part of the audit, I recommended
five and I showed her how to find more
00:17:46.562 –> 00:17:51.482
to do podcast swaps with number three,
do some solo episodes to tell her own
00:17:51.482 –> 00:17:53.882
story and show off her own expertise.
00:17:54.092 –> 00:18:00.092
Number four, update her artwork and
number five, hone her call to action.
00:18:00.452 –> 00:18:05.402
In the show notes, I will link to
a Twitter thread that has this full
00:18:05.402 –> 00:18:07.772
breakdown, as well as a link to the.
00:18:07.772 –> 00:18:09.182
The entire audit.
00:18:09.182 –> 00:18:11.762
If you want to watch it on interrupted.
00:18:12.452 –> 00:18:17.642
If you want your own podcast audit,
you can head over to podcast.
00:18:17.642 –> 00:18:19.772
liftoff.com/audit.
00:18:20.102 –> 00:18:22.262
And purchase one on that site.
00:18:22.742 –> 00:18:25.832
I will give you the same
treatment I gave Holly.
00:18:26.282 –> 00:18:30.872
And if you agree to it, I could
even turn it into a podcast episode.
00:18:31.172 –> 00:18:32.792
Again, that’s over a podcast.
00:18:32.792 –> 00:18:35.042
liftoff.com/audit.
00:18:35.552 –> 00:18:37.562
But that’s it for this episode.
00:18:37.832 –> 00:18:39.362
Thanks so much for listening.
00:18:39.602 –> 00:18:42.182
If you want to connect
with me, you can do so on.
00:18:42.182 –> 00:18:45.242
Just about any social
network I am at J Casabona.
00:18:45.572 –> 00:18:46.772
On all of them.
00:18:47.072 –> 00:18:48.542
Thanks so much for listening.
00:18:48.692 –> 00:18:51.242
And until next time I can’t wait to see.
00:18:51.662 –> 00:18:52.442
What you make