Develop A Goal …
by Erik K. Johnson
Develop a goal for your show.
(photo by Epixx)
As you develop your podcast, you need to determine what you hope to accomplish with the show. What will the show be about? What do you hope to make your audience feel? Is there some call to action you wish to make your listener take?
After you have developed the goal for your show, stick to it. All content on your show should support your goal.
If your goal is to help consumers get out of debt, don’t spend a lot of time discussing your favorite, new CD. Your listener has come to your show expecting you to deliver on your promise. If you tell her you help people get out of debt, deliver that content to her. When you start discussing anything other than that, your brand promise is tarnished. She will be headed elsewhere.
In Correy Webb’s “My Disney Podcast”, Correy discusses all things Disney. He discusses cruise adventures, visits to the parks and other traveling tips. If Correy suddenly began discussing the poker game he had with his buddies last weekend, you would be disappointed. Poker isn’t the reason you’re listening. His Disney promise would be broken. You are now unsure what you will receive next time you listen.
A great brand is built slowly with strong consistency. Deliver on your brand’s promise. However, before you can deliver, you need to develop a goal for your show.