Podcasters tend to ask too much of their audience and often too soon. Here’s why that could be hurting your podcast and how to overcome it.
We commonly refer to things you ask your audience to do as “calls to action” (CTA). Here are some example podcasting calls to action:
* Subscribe to the podcast
* Send feedback
* Leave a rating and review
* Share the podcast
* Join an email list
* Visit the show notes
* Follow on social networks
* Buy from a sponsor or affiliate
* Donate to the podcast
None of these calls to action are bad in themselves. You have to examine your overall strategy with calls to action.
So here is why you should stop asking your audience for so much.
1. People need good reasons to give
If I was a stranger to you, would you give me money if I asked for it? Your first response is probably something like, “It depends on how you ask,” or “It depends on why you need it.” Both of these and many other responses ask a core question: why?
The relevance of the answer to “Why?” is what could inspire someone toward or deter them from further action. Consider my money-asking example. How would your likelihood to give change based on the following reasons?
* I want to buy a lottery ticket.
* I’m suffering from a disease and I can’t afford the treatment.
* My wallet is empty.
* I have something you need or want.
* I already gave you something valuable.
* I can give it and more back to you.
* I can use it to help someone you care about.
Each of these are reasons, and how compelling they are to you depends on how well I make each reason relevant.
For your podcast, answer “Why?” for each call to action. For example:
* Why should someone send you feedback? Because you value their thoughts and want to share them in your podcast.
* Why should someone donate to your podcast? Because you provide an experience they appreciate or enjoy, and their support enables you to continue and do more.
* Why should someone visit your show notes? Because you have more valuable information and resources that will be easier for them to get from your show notes.
Practice this with the example calls to action I shared above and come up with good and compelling reasons for someone to do any of them.
2. You may not have given enough first
I often hear podcasters start their episodes with one or several calls to action. Usually, it’s sponsors, subscribe, rating and review, or send feedback.
Your calls to action may be very important for both you and your audience. But putting this stuff first (called front-loading) actually makes it less important to your audience.
The reason for this is the social psychology principle of reciprocity. Essentially, reciprocity is a feeling that you owe something to someone else because of what they’ve given you. Think about birthday or Christmas gifts. Don’t you often feel like you need to give someone else a gift because they gave one to you?
Reciprocity comes into play in podcasting when you give your audience what they want and they feel compelled to express their appreciation—to reciprocate.
Whether your calls to action are for sponsors, feedback, subscriptions, reviews, or anything else. I suggest you seek to give—and give a lot—before you ask to receive.
Hardly anyone dislikes a genuine giver. But most people dislike selfish takers.
Whenever you want to ask for something from your audience, ensure you have given them enough first.
3. Too many choices cause confusion
Alvin Toffler created the term “overchoice” (also known as “choice overload”) in his 1970 book, Future Shock. The idea is that people will have a harder time making a decision when faced with too many choices.
You’ve probably experienced this in your own life: grocery shopping, ordering from a restaurant menu, reading comparisons between products, and such. I think this thinking is why fewer people vote in the American primaries than in the election,
