4 Copywriting Techniques for Engaging Podcasts and Audio Presentations

4 Copywriting Techniques for Engaging Podcasts and Audio Presentations

Reader Comments (43)

  1. Thanks, this is great. I’ve been struggling with this lately actually. I write everything out in story form just like I’m talking, but it doesn’t exactly translate like I plan if I try to read what I wrote.

    I think I’ve been using just “key points,” instead of a full on outline, and that may be why I’m tripping at times during my presentations.

    Luckily, I’ve just been podcasting for practice so far, but I’m much better at talking at times than typing, so podcasting seems a perfect fit. Really, anyone doing business online should probably learn how to put their content into as many different formats as possible to engage different types of learners.

    Thanks Again,


  2. You hear so many teleseminars that seem like people are just “winging it”.

    I think this post shows you how much untapped potential/profits there currently is for “multimedia copy”

  3. Use as many of the senses available to your audience as possible. Portray confidence, knowledge, experience… identify and engage… and use it all to channel with calls to action.

    Brian, that was a terribly long article (not like you lately). Surprised that, given the topic, this wasn’t a multimedia presentation or at the minimum a podcast!

  4. I have just started to really attempt this multimedia malarky and it really is a lot trickier than it looks (or that those info product sales letters make it seem!).

    The most difficult part seems to be the “performance” aspect, delivering content without sending the audience to sleep, while maintaining a structure so you don’t go all over the map.

    You seem a natural Brian, unfortunately I am anything but 😉

    I will be taking this advice for the next one 🙂

  5. Yummy, this post is meaty. I’m in the middle of working on developing audio content for the first time right now. I’m finding it a surprising amount of fun. I can’t imagine ever scripting and memorizing the entire thing. I like to write a beginning, middle, and end and then allow my natural rhythm to fill in the blanks. Anecdotes and metaphors have made the content not only fun to create but fun to listen to.

  6. Great post. I particularly liked the examples…very helpful! The other thing I’ve found useful on my own teleseminars is having existing clients come on and talk about their own experiences.

    Thanks Brian!

  7. Excellent, as usual. Some observations about AUDIO QUALITY though – because it’s so often overlooked.

    Audio quality should match the quality of the content. It’s frustrating to muscle through horrible audio because you suspect the content is worthwhile. Sometimes, it’s too much and we give up. It’s not hard to produce top quality audio these days.

    Energy. So many people bring no or low energy to their audio. Content rich audio flops when delivered by a boring, can’t spit it out delivery. Putting a smile in your voice, and energy in your audio takes practice. Practice it. On the phone. In your conversations. Especially in your audio.

    Rhythm. Uncomfortable pauses resulting from lack of preparation, or lack of listening always make me nervous. Don’t bog down.

    Verbal crutches. “You know?” “Uh, uh, uh.” Most of us have a few. They’ll cripple the content. Know what yours are and cure them.

    Background noise. Have you listened to interviews before and heard mouse clicks, keyboard strokes and the Twitter sound effect. Sure. Makes me think, “If this dude isn’t listening carefully to the person he’s interviewing, then why should I?”

  8. Errr, Brian – are you a mind reader too? 🙂

    Thanks for picking such a great example to demonstrate the techniques you suggest – that’s exactly my position – my blog is all about being location independent and aiming to convince others how do-able it is!

    Having recently started to do some audio content, like Chris G, it’s the performance aspect which I’ve found so challenging…and as Leonard mentions, I have to re-record several times to remove the “umms” and trying to make the voice sound a little less monotonous and add more energy!

    Will def be trying these techniques out next time. Thank you.

  9. You make it sound very simple. I dabbled in Audiofeeds a few years ago and I think I am ready to give it another go. Looking at your technique I think that I have been using it all along, but it is nice to see it in print.
    A great checklist to make sure your audio is on track. I like it!

  10. The biggest hurdle is just getting the listeners attention in the first place. You have to “wow” them from beginning to end in order to keep their attention.

  11. I seem to do best when audio is not memoriezed. It works well to have an outline of points to discuss or get across to the audience. If I memorize, I don’t sound as natural and my passion for my subject doesn’t ring out as well. I recently heard an unscripted interview of myself – I liked it, and I agree with you, I could hear my own smiles in my voice. If anyone’s interested in hearing the smiles go to http://infwa.com/authors-unscripted-talk-show-episode-8-telltale-souls-by-lynn-henricksen/. I listened to an audio on that radio show today by Lisa Manyon who is a copy editor and press release expert, so you may find that interesting, as well.

  12. Ums are actually pretty easy to edit out. I’ve become painfully familiar with what they look like. 🙂

    I’ve started producing more audio content, it’s great fun to do. And I couldn’t agree more, you’ve got to head in with a solid structure. Probably more so than when you approach a page to write, because it’s trickier (though possible) to move pieces around and rearrange the structure later.

  13. That’s a really nice start to the series and I’m looking forward to the rest.

    As for the Mirroring technique, last night, in reference to planning a campaign, I advised a client to: “Get to know them better than they know themselves and then you’ll be able to make promises they can’t refuse.”

    Ogilvy rules !

  14. I am currently developing some teleseminars for people starting a business be it conventional or internet based and this post is just SO helpful. Thanks for sharing this with everyone.

  15. Brian,

    AESA that is? Attention, Empathy, Solution and Action.

    Good rule for audio copywriting. I haven’t heard of Alex Mandossian’s scripts. It should be hard work to memorize everything right?

    I prefer to speak what comes to my mind on that moment. I haven’t done audio but I have done presentations where I speak only what comes to my mind.

    Never thought AIDA or AESA would work for audios and presentations.

    I don’t know why but I’m loving all the modifications of AIDA. I remember Michel Fortin writing a modified AIDA by the name QUEST. Is there any other modified AIDA?

    By the way, your example story was very good that you already sold me an imaginary product. Thanks God I didn’t have to pull out cash from my pocket this time because there was no product. You seem to sell me all the time with stories. I remember your last post on “How to write a story that sells” in which you again sold me an imaginary product.

    Good post.

  16. Mirroring and Minds-eye are great tools. Unless one has the command of the audience already identifying with the listener and encouraging visualization as to “anticipating” the benefit of said product/service is a nice closing.

    Not in total agreement with rote memorization. Some things are better left to knowledge and experience. “Off the cuff” is always entertaining and engaging, but being prepared period is what counts.

  17. Fantastic resource – to someone new in the game, this is just what I needed! I have also been told to keep a mirror at your desk to make sure you are smiling or frowning or whatever so your emotion comes through in your voice.

  18. The planning side of a presentation of any sort whether it be audio, video, online or offline is often overlooked. I was lucky enough to go (actually I was sent!) to a great training course on presenting quite a few years ago and I still use the techniques and “planning pyramid” to this day.

    One of the key points our trainer made was that planning is imperative for a successful presentation. He also said it doesn’t have to take a lot of time.

  19. Excellent Post! – Attention / Empathy / Solution / Action –
    really sums up a great, valuable podcast. I have been following that recipe with great success with our Podcast Series “RiSE”.

    Thanks for the great reminder.
    Isabelle 😉

  20. This post was more helpful than you know. My video podcasts kept averaging 9-12 minutes and I wish they were 4-6 minutes. Your simple strucutre: attention, empathy, solution, action is a great outline that I will use as I make my new podcast today. It will help me stay focused which I need!

  21. Great post. I particularly liked the examples…very helpful! The other thing I’ve found useful on my own teleseminars is having existing clients come on and talk about their own experiences.

    Thanks Brian!

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