What is the Best Call to Action for Your Podcast?
We’ve all experienced analysis paralysis. There are too many items on the menu at a restaurant and you’re not sure what to order. There are seemingly a million Apple Watch bands – which do you pick? What’s really the difference between the Toyota Sienna LE and XLE?!
What’s the balance between offering choice and getting people to take action? That really depends on the medium. For example, you may notice podcasts have a ton of calls to action (CTAs). Maybe you do. My podcast does at times. Is that really the right route?
I don’t think so. Here’s why.
Too Many Requests Result in Zero Action
My daughter is 6 years old and there are a few things we need to do for her to make her feel like she’s in some sort of control.
We need to tell her what’s happening next. This comes in the form of a daily schedule. She knows when she wakes up we get changed, brush teeth, eat breakfast, and clean the sun room. Then she can have iPad time.
I need to make sure I don’t tell her to do too many things at once because she’ll get overwhelmed and do none of them.
My son, who’s 3, needs the same treatment. Except when he’s overwhelmed, he gets upset because he doesn’t understand what’s going on. This is how toddlers act. They want to be in the know.
I also need to show them the positive results — the benefit — of them doing 3 things they’d rather not do. Experts call this a “preferred activity,” and it’s their reward for following the schedule.
Now, I’m not saying our podcast listeners are toddlers, but much like little kids, we don’t usually have their full attention. Podcasting, for many, is a multitasking activity. So we need to make our intentions and the benefits crystal clear.
You Should Have One Clear CTA
Because of that, you should have one clear CTA that you repeat throughout the show. You should mention it at the beginning, somewhere in the middle (related to the content) and you should mention it a few times at the end.
Remember: you have listeners who are half paying attention so repetition is important. You don’t want to overwhelm or confuse the listener as to what you want them to do most. So have one CTA.
Make Your CTA to Join Your Mailing List
You know what is a great place to promote multiple things? Your mailing list. You have a reader’s full attention there — especially if they open the email.
There you can promote your membership, products, or even ask for a review in Apple Podcasts.
Plus, while it might be easy to skip an episode, mailing list subscribers will at the very least see your name in their inbox weekly. They’re buying into more of your content!
So in your CTA, ask people to join your mailing list. Give them an incentive. Tell them all the great things they’ll get outside the podcast.
Highlight the benefits!
Podcaster and friend Matt Medieros recommends having a dedicated subscribe page with the email opt-in as well as podcast subscribe buttons, which I think is a great idea.
What About Show Notes?
Sometimes there’s a lot you want to mention. Maybe there are links you reference, a mailing list, rating and reviews, etc.
The way apps handle show notes/episode descriptions these days are pretty great. I recommend putting the crucial links there — anything referenced in the show, a link to your mailing list, etc.
But listeners will probably see those anyway. So you still need to ask them to do something — and I think “join my mailing list” should be that something.
Clarity and Repetition are Key
Clarity and repetition are key. You need to make sure your listener knows, beyond the shadow of a doubt, what you think their most important next step is.
This takes some practice and strategic placement. And as I discussed with Zach Swinehart on a recent episode, you might want to track certain placements differently.
But if you take one thing away from this article, it should be this:
Have one, clear call to action for your listeners.