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One of the best pieces of marketing advice I ever received was this:

"A confused mind always says 'NO'."

When it comes to podcasting, this advice applies most specifically to your show's story.

Here's how it works...

Clear messaging has the effect of both repelling the people who your podcast is NOT a fit for and attracting the people it IS. And unclear messaging fails to send a clear signal to either group. In the face of uncertainty, both groups default to “moving on” rather than risk wasting their time on a podcast they're not certain is a fit for them.

Storytelling in podcasting is an essential skill that allows you to capture attention and engage with listeners. It can help you to transform a basic massage you want to tell into an immersive episode. To master podcast storytelling, you need to control the episode structure, pacing, emotions, music, and scenario.

Your job then, is to ruthlessly eliminate confusion at any of your show's potential touch-points with your listeners.

Consider the following and perform a Storytelling Self-Audit on your:

• Show title
• Cover art
• Show description
• Episode titles
• Episode descriptions
• Show intro (both music and what's said)

On a scale of 1-10, how clearly does each of these touch-points convey who your show is for and the tangible value they'll get from listening to your show?

If you rate yourself on any of these touch-points lower than a 7, it's probably costing you listeners who are passing your podcast by for another with a more clearly stated value proposition.

While podcasting is not a saturated space like blogging or visual platforms, podcasters are working hard to outshine their competitors.

If you slack off somewhere during your show, your competitor podcaster, will whisk away your bored listeners! So I would say, don't cut corners or your listeners might wander away.

AND, podcasters are not the only "attention competition" you have! There are websites, blogs, videos, streaming services... All battling for those moments of attention from the audience. 

Hence, you really need to make your podcast content stand out and stay on the radar of the listener – and podcast storytelling is an effective way to do this.

So the next question is... what all should one include in podcast storytelling? What are the different points that should be touched upon in your podcast? Here are...

Top 10 Elements of Sophisticated Podcast Storytelling

1. Is the Listener’s Problem and Main Struggle formed as a Question?

No matter what your theme or genre is, your podcast storytelling should revolve around your listener. Who are your listeners? Where do they live? What is the over-arching topic in your podcast that will interest them or benefit them?

Make your podcast relevant to them. Make your narrative about your listener. Your listener should feel that you are talking about him or her!

2. Develop Scenarios Filled with Details

While storytelling in your podcast, you need to build up a picture with your words. Rather than stating a dry fact, create a simple scenario. It will help listeners identify with your podcast.

Pick ideas and examples from their daily lives. Add little details that will help your listeners immerse themselves in your work.

One of the best storytelling strategies that always draws attention is to talk about a change. Let users know how your ideas, expert advice, or products can make a profound, valuable improvement in their lives.

3. Prove the Importance of Story with Numbers

While we are discussing the importance of creating a story around your intended message, we are not debunking the importance of data. In fact, a good story can help you put forth the numbers in a way that will pique the interest of an average listener.

According to a study by Pennsylvania University, people are more perceptive towards stories than they are with statistics and facts. So use storytelling and content marketing to make your audience listen to your content and let it stay on top of their mind.

Cleverly placing in important data in your story will boost your credibility.

4. Provoke Emotions

Employ human sentiments while storytelling in podcasting to influence your audience.

Studies suggest that buying decisions are only 20% logical and 80% emotional. No wonder why those print and video ads try to tug the heartstrings of the viewers.

If your podcast touches someone emotionally, he or she is very likely to share it on social media or tell friends and family about it.

5. Have a Clear Point of View

Instead of taking a diplomatic stand, it's better to present a definitive solution and your recommendations.

The listener is seeking your expert opinion and wants to know what's "best."

Rather than puzzling your listeners, guide them, and make them see why your idea or solution is the best one. So take a stand and defend your opinion!

6. Use Relevant Soundtrack

Music can be powerful. It can change our mood, and, research shows, even change our behavior. Using the right soundtrack in the background as your podcast begins and ends can invoke the desired emotions.

Identify the right kind of music or sound that can embellish your story and make it more impactful.

7. Clarity of Voice and Audio Quality

Technical aspects of sounds are crucial to the success of a podcast, so mMake sure that your audio quality is top-notch and your voice is clear. This is your story, your idea, your expertise! Display this confidence in your voice.

Also, take measures to keep background disturbances at bay... landscaper leaf blowers, nearby roofers, your jangly jewelry. For those of us who use their hands excessively when we speak, make sure not to bang your table top while you record. Here's an easy at-home soundproofing guide!

8. Good Grammar and Language Usage

In the world of text messaging, acronyms, and emojis, good grammar has taken a backseat.

Yet, for a podcaster, good grammar and impeccable language is a powerful tool that will leave your listeners impressed. Your podcast should be in the language of your intended listeners.

In fact, incorporating the colloquial terms used in their everyday life in your storytelling can help you develop an instant connection with them.

Also, it’s important to be the ambassador of the brand for inspiring your listeners. Don't think of your podcast as a long-form advertisement. Rather, you're a genuine person who has a specific expertise to share... You're an "intelligent influencer."

9. Don’t Overload Your Listener

Keep your storyline uncomplicated and focus on one or two main points of the podcast. Too many threads in the story will leave your listener confused and overwhelmed.

Excess content is noise, and listeners would prefer to shut it out. Pick up one problem or one topic and explain it in simple words, and then close out each episode with a "Here are what I think our listeners should take away from this episode..." recommendation.

Follow the simple sales formula of: Tell 'em what you're going to tell 'em. TELL 'EM. Tell 'em what you told 'em.

10. The Pace of the Story

The rhythm of your podcast story is another important aspect. You can add another dimension to your story by experimenting with the pace of your (and your guest's) speech.

How slowly or quickly, your story progresses can change the impact. Read more about words per minute and its impact on podcast storytelling.

Also, if you intend to sell something to your listeners, I would suggest you respect them. By being predictable, they feel smart and satisfied.

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Wrapping Up - "Here's What You Should Take Away from this Newsletter..."

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Tightening up your podcast's story is one of the quickest and easiest ways to start converting more new listeners. More traffic churn won't do you much good if what you're talking about isn't clear.

Eliminate confusion to maximize conversion.​
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Coming Next Week...

Starting a podcast has so many moving parts, that by the time you realize that you’ve survived all the struggles of finding the correct equipment, scheduling guests, recording, and the editing process, you’re suddenly hit with the question of...

“Where do I list my podcast?”

So, here's to next week!

Please DON'T HESITATE to send me any questions or comments you might have and, please SHARE this newsletter by forwarding to a friend!

Let's start "Streaming Your Story"

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