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No matter how you start at some point the host have to say something. I’ve seen several different ways to get that going. Some hosts say “hey guys” or “hello” or “I’m Christoph Trappe and this is the Business Storytelling Podcast.”
There certainly are many ways to get the opening right. One that I am a fan of is to address the audience. For example on the Business Storytelling Podcast I try to remember to say something like this￼:
“Hello business storytellers and marketers. I am Christoph Trappe and today’s show is about …”￼
There are a couple of things that are helpful to the podcast host, the guest and also the listeners:
- The people on the show remember who the audience is and hopefully use that information to shape their information towards the audience’s interest.￼￼ Keeping the audience top of mind is certainly a best practice and can help everyone.￼
- It gives new listeners an idea if the show is for them. If a podcast host says “hello accountants￼…” I know pretty quickly that the podcast is probably not for me.
This is not as black-and-white as it sounds because many topics are for several industries. For example podcast episodes from my Content Performance Culture Podcast are for really anyone who creates content publicly and also internally. That could include:
- Communication professionals
- Internal communicators
- ￼￼￼Public relations practitioners￼
- Talent acquisition reps who are trying to brand the culture externally
- Journalists who are looking for new tools and strategies
- Executives who are looking for strategic and implementation help￼￼
There are probably other sub groups that I could add as you might imagine, but I cannot say all those potential audiences at the beginning of each show. So I pick the most prevalent ones and kind of group everyone into the term business storyteller￼.
I also have to admit that I’ve kind of forgotten about this topic and practice until I listened to my podcast on the topic again, which is one of my highest performing podcasts. Nonetheless I think it’s a good practice that I am looking to re-invigorate for myself. It’s also a good reminder that it’s very easy to stop doing best practices even when we believe in them because it’s so easy to fall into another habit.
Does this even help with performance?
Of course it’s hard to measure every little thing and this is definitely in that category. Does this kind of opening drive higher content performance? It’s hard to say and I would say my highest performing podcasts are the ones that get shared the most. So they’re not necessarily showing in search yet but they are getting listens when people-often the guests and their networks – share them.
￼Typical marketing strategy would suggest that us knowing who we are creating the podcast for could have a long-term effect on its performance however.￼
At the end of the day it’s also personal style and preference how you open your show. If you like to say “hey guys” – which is something I used to say as well don’t let me stop you. It’s just that a lot of podcast hosts say that.￼