Reviews used to solely be the rulers of the Theatre, Movies and Restaurants, with the “reviewers” in the newspapers given the credit of expert holding the success of their reviewees in the tip of their pens. In the 90s characters like actor Joey Tribbiani (yes, from Friends) were seen marching the streets of New York at 1 am, desperate to read the review of his play except: “Joey Tribbiani was able to achieve brilliant new levels of…. Sucking!”
These days everyone can review anything. And in the podcast world, those reviews are (currently) vital to the algorithm that helps the new audience find your podcast.
The issue is that to get people to review your podcast you have to ask them to. And that feels weird. It’s not in our nature to demand things for ourselves. It turns out though, you really can be quite demanding before someone will get mad at you! So after 4 months of asking nay BEGGING for reviews, I managed to learn and observe a few things to get it to work better:
Don’t Be Afraid To Ask – And Keep Asking
When you work in commercial radio you become accustomed to repeating your message – especially the more sales type ones. The idea being that not everyone is listening all the time to the linear broadcast format, and repetition means your audience remembers what they have heard. As a programmer I often winced at the number of times we would run premium text competitions in one day – but the audience would never fail to take part and the more we said it… the more money we would make (I know, makes you want to puke right?!)
So how often should you ask for reviews?
The answer – every episode. Oh, wait no, that’s not true.
Everyday Positivity is daily, and it usually only runs for up to 2 minutes. We recognised that we needed more reviews to get the Flash Briefing in front of more people. Every day asking for reviews, with a sell that sometimes ran to 60 seconds worth of instructions. The reviews went rocketing up and we started to grow the audience.
Then the inevitable happened:
Through reading the reviews I discovered that the repetition and lengthy way of asking for the reviews was not going down well with the audience:
“This is about 50% positivity and 50% fishing for reviews. Annoying.”
The solution has been to drop to 1 review request every 4 days and to keep it sharp. This means we are getting a steady flow of reviews, and (when I just checked while writing this) the number of irritated reviews has dropped off.
So context matters – if you do a weekly 30-minute podcast, a 1-minute review request is pretty harmless every episode. Every day for 2 minutes – a lighter less frequent review request works better.
2.What’s In It For Them
I have heard some podcasts give random prizes for reviews and I’ve seen articles about how that doesn’t work for the audience. Again I think it depends on your podcast and your audience as to whether this type of incentivisation works.
What is essential is that your “why” should be clear. Communicate your intent. I want everyone to know about Everyday Positivity because I want to help as many people as I can. So I say that when I talk about the reviews. “Leave a review and together we can make the world more positive”
Why should they review your podcast? Are they part of something if they do? What is the impact of their review?
3. Read Some Out
This week I started reading out reviews. It’s the social proof that your listeners need to know that this is what other people do too. They aren’t “weird” for doing it
I recently sampled The Property Podcast who did their review request about two thirds in. In reading the reviews they not only told other listeners that their podcast was great, they also sounded like they were talking to their audience by answering any questions that came up.
Oh and their line which I thought was nice: “Thanks to your reviews, we remain the most popular property podcast”
4. Give a strong call to action
Reviews aren’t easy to do. They may be easy to click through, but your listener is only going to want to go through it if they have absolutely nothing better to do. (See “Why”)
So make it as clear and easy as possible, and from time to time put the directions on how to review in there too.
5. Make It Fun
The Eggchasers Rugby Podcast (highly popular Rugby Podcast) will use their reviews as an opportunity for their listeners to be funny. They read out and encourage the listeners that leave a 5-star review and tongue in cheek joke about how awful the podcast is! This causes fun and hilarity all-round.
I’ve not worked out how to do this for my short form pod yet but I always think about how creative it is and think about how I can make the reviews read more fun.
My favourite thing about getting reviews is that you can really hone your podcast. It encourages you to try and so you do a bit, and then get some feedback, and if you use that feedback wisely you can streamline your podcast into a really bright, marvellous programme with a growing active audience.
Content Ideas are the elixir of any regular Content Creator: when you have them it’s easy to create amazing content, when you don’t it’s hard work.
Firstly – let me clear this up – you are a Content Creator if you are presenting to anyone about anything on any platform. So yes, that’s you.
Now for the ‘hard work’ part.
When I run out of ideas, I don’t just run out of ideas and think “it’s OK Kate, you’re just having a bad day”… I have a catastrophic crisis of confidence.
Last week I sat down to write this blog…with nothing. I put it off for 3 days and nothing came to me. I then thought about not writing it at all. Then the evil inner voice started telling me that this was always going to happen, that inside you’ve known all along that you’re not really that good at this and everyone is going to find out. Then I had an adult tantrum, had some gin and went to bed.
I finally talked to my colleague who said “what about a blog about coming up with ideas?”
Which shook me out of my strop to go through the process I always go through (and had forgotten) when I need inspiration for new ideas.
Use Your Life
I say this all the time. Finding the best way to connect with your audience is to find a common bond. And the most basic common bond is that we are all human. What makes us human? : The personal, the quirks, the niggles, the crazy, the silly and the obsessive. Loves, hates, passions, relationships, and emotions.
Look at what has happened to you recently to pull out some stories from there. Dig deep. If it helps, comedian Steve Martin suggests sitting in a coffee shop for 3 hours and making a note of all the things you see, think and feel. That should be plenty to get you started!
On the search for inspiration, sometimes the outside world can help. When I record my Everyday Positivity Flash Briefing I record 5-10 at a time. I keep a note of significant dates, events, film releases, TV shows, birthdays, anniversaries and use them in my content.
I did a whole 2-minute episode about how I love mountains because they are something that you view from far away, and if we look at our life from far away, maybe it would look just as great! I do genuinely think this but the content starter for it? It’s International Mountain Day that day.
While topicality can create ideas, it is mostly useful for relevance. For example, I talked about Black Friday as an example of using positive language on the 23rd November 2018 Black Friday episode. The episode was about using “and” rather than “but”, with the punchline “I bought loads of amazing things in the Black Friday sales AND I saved a load of money”…
3. Do a Mind Map
No really. Just get writing.
I love a mind map, but I like to do them on my own! I relax my mind and the start listing ideas. Then I add associations, then opposites and then more associations and opposites and it usually throws up something I’d not thought of.
4. What does your audience NEED?
The best content is the content that adds value to your audience. I have heard the words “pain points” being bandied around recently in business. Find your client’s “pain point” and then give them a solution for that, is the advice. I guess the best thing to do is be useful to them.
And sometimes just asking your audience for what they need can create the best content. What do they struggle with? What would they like to know?
When all else fails though – I will always recommend sleeping on it.
You know the idea that comes to you in the shower or on the sunbed – there’s a scientific reason for it. You need to let your brain state drift and it will pop ideas in.
Last week when I did the Content Mind Map I slept on it, and then while driving the following morning last week’s blog about Script Reading popped into my head!
So maybe fill yourself up with inspiration and then have a lie-down!
Here’s the thing: people can tell when you are reading.
I should caveat that with: people can tell when you are reading unless you have done the work to be sure you don’t sound like you are reading.
My personal preference is that you should go without a script where you can, but the reality is that you will be reading a script at some point.
So if you are going to read from a script – how do you sound like you are talking rather than reading??
Check the Words
This is key to it sounding like you aren’t reading. The aim for all presenting is that you sound like you’re talking to your audience as if you were in the pub plus 10%. The language you use to write is significantly different to the spoken word.
When we write we use lots of words we don’t need. When we speak we get to the point quicker. We also write in the first person (I / we went to the pub) or the third person (she went to the pub). We we speak we use the first and second person (you).
When you write you tend to put descriptions up front and the subject last. When speaking the subject goes up front and then you may add some description after.
Written: However, this week the dynamic and hairy lead singer of the Foo Fighters, Dave Grohl, did go to the post office
Spoken: “Dave Grohl, the lead singer of the Foo Fighters, went to the post office this week – which was surprising…”
It is worth going through your script and checking that it reads in a way that you would actually talk.
2. Read, Read, and Read Again
Chris Anderson says in his book “TED Talks: The official TED guide to public speaking” that most TED speakers write then memorise their talks. The rehearsal process of repetition makes it sound like you are speaking. And this is the case for those that purely rehearse rather than script too.
You will need to read a script at least 5 or 6 times before it sounds like it has become part of your spoken word.
3. Work Out Your Emphasis and Intonation
With reading written word, ironically, you need to put the natural emphasis and intonation back in. When I played the flute in orchestras we were regularly making notes all over our music, and for reading the written word, you need to do the same.
There is a fantastic technique called The Hudson Voice Technique, developed by the BBC voice over artist Steve Hudson. His technique includes two elements you can use really easily.
Firstly, pause at the end of your sentences (and even more so at the end of your points) and energise the beginning of the next sentence (point).
Secondly, mentally break the script up beyond the punctuation. In a sentence you are likely to find a bit of a natural lull every 3 to 4 words, then get your pencil and draw a line in hose breaks. This will help you slow up your reading so you are not racing ahead, and it will get you to think about where the emphasis is in a sentence.
Mostly, you need to find your natural voice rather than your natural voice, and to do that you can watch my video about finding your authentic voice here: https://youtu.be/ltnQy744B9g
In summary the pros of scripting is that you can remember what you are going to say, you can shorten your prep, and you can even delegate the writing part.
I wanted to leave you with this. I used to think that no script for speaking in public was the thing to aim for. Then I saw this great performance from Richard Huntington at Next Radio in 2016 https://youtu.be/8UIVpD5V0Xs and his energy made me wonder if you could do great presenting with a script in your hand.
“I am not good enough at this,” is what usually goes through your mind at a certain point of any creative project.
Usually right before the deadline.
When I am recording my Everyday Positivity links and I think “ugh why on earth is anyone going to like these?!”, or when I am halfway through a painting commission and I think “gah this isn’t how I wanted it to look! Why can’t I do it like Picasso?”, or most likely when I get to rehearsing my presentation so many times and I think “this just does not feel new enough – no one is going to like it!”
Inevitably on all counts, I make the piece, I show it to the audience and the feedback is great. I had nothing to worry about.
The problem: You get too close, and you get too saturated in it
In her book “Running Like A Girl” Alex Hemingsly recounts a dinner where her friends are asking her about the running she is doing for the book (for which the deadline is looming) and she loses it, having a massive strop about how she never wants to run again.
She got too close. She got too saturated.
Countless podcaster friends and event organiser friends and writer friends and broadcaster friends all tell of the moment where they think “I never ever want to do this again”!
They get too close. They get too saturated.
Inevitably they push through the feeling, and they create something wonderful with a huge adrenaline surge that makes them want to do it again (rather like giving birth where you forget the pain so you do it again – big THANKS hormones!)
An artist friend of mine once gave me some great advice about this feeling. She told me whenever I created a piece of art that I shouldn’t look at it for 6 weeks. “Art gets better in the drawers,” she said. Funnily enough writer Stephen King says something similar about the art of writing, in his book ‘On Writing’
If what you are doing feels like it’s rubbish, then it’s time to put some space and time between it. I record my Everyday Positivity a little in advance so when I hear it go out it could be a week since I recorded it. I am always pleasantly surprised by it – that it is much better than I thought it would be. Mostly because I have forgotten what I’ve said during the recording!
Space and time allow you to give yourself some useful feedback. Use it to get confident in your ability, to get self-aware, and improve your self-belief. Nine times out of ten a speaking client will watch themselves back and say “oh that’s not as bad as I thought it was going to be”. Space and time provide objectivity, it helps you to forget the nerves you felt in the cock-up, and look at how you could have dealt with it better.
So, if it’s not got better in the drawers, then you know you can work on the craft some more. If it has, you can stop berating yourself in the process.
At some point in history, someone told you that you were erm-ing too much. Someone did. Or maybe something happened to convince you that it was a bad thing. Or do we just know instinctively, because ERM is the word most people are afraid of?
Let’s get one thing clear: To “erm” is human. To “erm” repeatedly when you are trying to make a point, can become distracting.
As with all vocal or physical gestures, once you start repeating them THAT’s when they become annoying.
Remember how you saw that guy talking about podcasting at an event and he said “yeh so the audience got so big that I make a living out of this now” and your brain goes: “ooooh maybe I could make a living out of this”… so you make your podcast, you do the work, you put it out there and you wait…
How do you attract listeners? How do you grow your audience? And how on earth do you earn a living out of it?
Over the summer I launched “Everyday Positivity” on Amazon Echo. It’s daily audio, up to 2 minutes, of me doing a piece that breathes positivity into your day with tips, techniques, pep talks, stories. (If you are a radio person it’s basically a “link” every day). I like to think of it a bit like a modern-day “Thought for the Day” with a Life Hack vibe to it.
For the last 4 months, it’s only been available as a Flash Briefing, on the Amazon Echo. As I write this we have just launched as a podcast on “your podcast provider”. I wanted to capture and share with you the audience growth learnings so far from being in this unique, quality controlled space.
To grow audience then:
Get in the space early / Be unique
I jumped on the opportunity to put Everyday Positivity on to Amazon Echo as there’s not much on there at the moment. It reminds me of podcasting about 5 years ago, when the mutterings were that podcasts were good but you know “who’s gonna listen”? Hindsight is a wonderful thing.
I am hopeful that by owning some of that original space I can grow a tribe of people who feel like they are part of the movement, and I love them dearly.
I’ve watched many podcasts grow from nothing because they have the benefit of original space. Eggchasers (Mr Cs podcast) was the first Rugby Podcast like it 5 years ago. He treated it like it was a job, and 5 years later he is surrounded by similar podcasts, with big-name presenters, and his podcast is holding strong.
But what do you do if you missed the original space already? My advice would be to just start.
Be unique: Everyday Positivity is short form, and could only be done by me because I use my personal experiences and loves.
Be consistent with your delivery: eg every Monday or monthly, or daily. And commit to a period of time.
Be consistent with your value to your listener: work out your why/mission and stick to it.
2. Get boosts: use influencers and influential platforms
In terms of the growth graph what you should generally see (as long as you are consistent, of value to your listener and you are marketing through the normal channels) is a steady climb. But then there are some things that give you an audience boost, and the climb should then continue again at the same steady rate.
To make “Everyday Positivity” I work with Volley, and they also have a Flash Briefing called “Word of the Day” – it has a huge audience. When I guest on Word of the Day we get a lovely boost in audience. Then we maintain the same growth rate we did before.
Influencers also have an impact. I worked on the weekly Love Island podcast “Undercover Lover” over the summer. We were seeing good listenership until one week it went a bit bonkers. An Instagrammer with a large following had locked themselves out of their house and on their Insta story said they were sat on their doorstep listening to “Undercover Lover”.
Not only did the podcast see the growth that week, but it also impacted on Everyday Positivity too as the presenter of Undercover Lover had Instagrammed about that!
As an aside this “boost and steady” growth is consistent with other platforms. When you look at the graph of BBC Radio 6 Music listenership over the years there is a steady climb, then the station was threatened with shut down, and the listenership got a huge boost. The PR from the outraged listeners was unexpected but saved the station, and then some. They haven’t had a boost like it since, but the steady climb has continued and it’s consistently one of the UK’s top DAB Radio Stations in terms of audience.
3. Get reviews
Launching a podcast is hard work, and the temptation to get in the charts means that you are good at asking for reviews at the start but it tails off. It also feels weird asking for reviews, a little pushy.
The thing is reviews, and 5 star at that, make you more findable*, especially in the Amazon world. So you need to be clear about what you want the audience to do, and why.
I’ve seen success around regularly asking, being honest “you reviews mean that more people can find this Flash Briefing and we can spread positivity far and wide” and being instructional “click on the link and leave a 5 star review – it’s quick and easy”. As always clarity on why and how rules.
I’ll say it time and time again, these tricks work, but consistent growth comes from the consistent performance: delivery and quality. Volley and I work hardest at making sure that Everyday Positivity is there every day when you wake up, and I try to make it so that every episode is fresh and adds value to the audience. Plus, I just really love it. I love the listeners, and I feel like together we can change the world for the better. That’s a pretty good “why” right?
One word has the power to undermine your authority.
The presenter on the radio is telling a story about how he came out of his house to find someone had sprayed hummus over his car. “Hummus?” He said “That’s a very Waitrose style vandalisation! I have arrived” He let it hang… then said the one word that makes me scream at the radio…
I screamed at the radio.
As a presenter, you are an authority.
When you say “Anywaaayy” you are undermining yourself.
It’s one thing to be self-deprecating, or to lose track, but when you are telling your story the word “Anywayyy” gets right in the way.
The solution: just pause and move on to the next thing. Use something else to get you out – some audio, some music, or if you are presenting on stage a new slide.
It often transpires that the presenter hasn’t fully thought the story through, or they didn’t quite believe the story or what they are saying. Have confidence in your content. Make sure you do the prep. And remember just cos you can’t hear them laughing doesn’t mean they aren’t (and that goes for if you can see your audience or not).
When I start many of my video calls I am met with a face of fear as the mic their end isn’t working and they can’t hear me. Then there is a lot of flapping while I am mouthing the instructions at them. Then sometimes people call for the resident tech person and there is more flapping as I watch them blush their way through explaining what they need. Then they find the one button I had been trying to tell them to use and it all of a sudden works, and we are all very relieved.
I see this all the time. Like when I watch people try to present in meeting rooms. You are guaranteed that the console NEVER works when you need it to. You get your laptop out, find the lead you think it is, and you plug it in. “It worked yesterday,” you say to the team. But this time it doesn’t work. So you flap because this is the start of the meeting and you need to get on and you have NO IDEA what to do. You call the resident tech person who sorts it in 2 easy clicks of a button, and everyone is relieved.
Whatever situation you are in, when you speak in public there will be technology to deal with. But for a lot of people, this is a real barrier. Panicking when you see a sound desk in a radio studio can stop you from achieving your dream to be a broadcaster. Not knowing what to do with the PowerPoint set up can add to your nerves before your presentation. And not knowing how to set up your camera can mean that YouTube Channel is never going to happen.
Here is your 4 step guide to becoming a tech whiz;
1. Be Positive and Roll With It
Online Business Guru, Marie Forleo says that when it comes to technology it’s all about “Attitude Not Aptitude”.
Often we tell ourselves we are no good at technology because when it goes wrong we don’t know what to do. More often than not it then goes wrong. Let’s get real though: Tech is bound to go wrong, it’s probably not all your fault, but the solution isn’t coming any quicker if you panic! Just roll with it.
I remember when I was sat upstairs at BBC Radio 6 Music and a pre-recorded show misfired the news. We ran downstairs and started troubleshooting. The best thing for us to do was let the Emergency CD kick in. We all stood there calmly as the silence played for long enough for the CD to kick in. Those few seconds felt like an age! I remember feeling a surge of calm control as the music kicked in and we were able to then work out what to do next.
Before you knew it we were back on air and all was well again. The listeners barely noticed.
It taught me that staying calm and not flapping is the most productive state you can be in, in that situation.
2. Have a Plan B
So the slides stop working in your presentation, or the audio won’t play. Use it as an excuse to tell another story while it’s being sorted. Or go and grab a drink. Or have a line ready for you to get back on track. As part of your prep beforehand, have a plan B for what happens if something falters. Remember if you are comfortable, then the audience is comfortable.
Make sure you always have your presentation on a memory stick, audio on your phone, a Bluetooth speaker, spare batteries – whatever it is that means you can cover for the fact that the tech in the location isn’t working.
3. Keep Checking
If you are filming or recording a podcast with a guest, never leave without checking the audio has recorded. I have had presenters go and record the interviews of their life,
notably with Madonna and with Arctic Monkeys. They return to the station to find they pressed stop instead of record! Keep checking throughout that you are recording and at the end check it’s recorded and sounds OK before you leave the building.
4. Learn It
Take some time to get familiar with the equipment around you. We rely so much on the settings being right and hoping that the tech will just work. Get your resident engineer or tech expert to show you how to do it once and for all. Draw pictures, ask questions. Gather an understanding of inputs and outputs and you’ll find you can troubleshoot a lot of situations.
Also, know your cables. Last week I got a projector with an Ethernet cable plugged into it as if it was an input. I couldn’t get it out! It was in the wrong hole!
And knowing the difference between a phono and a jack will mean you can get the engineer to help you – because you then know some of their language!
Tech is easier than you think, and a bit of training on the fundamentals can really help you in the future.
On that note: If you are a podcaster or budding radio producer/presenter who wants to get a really good grounding in sound, AND get your audio to sound high quality then check out Tech Train 2.0 that I am putting on with Broadcast Engineer Ann Charles in December in Manchester.
It’s for women in radio/podcasting who want to feel like they know what they are doing, and it will help you become completely unflappable. Find out more and get your tickets here.
And have you ever wondered why your other half is defending themselves even before you’ve asked them the simplest question?!
The answer is in …..Your Voice
Your impact is defined by how you use your voice, in any environment. Getting it right will change your life.
So, here are some tips to “change your life”
1. Pause and Emphasise
There is a technique called the Hudson Technique where you learn to end a sentence, pause, and emphasise the beginning of the next sentence. Letting your thoughts and words run into each other is exactly how to lose your listeners. This is especially true when you are moving between topics. So to keep your listener’s attention you have to start with an energetic word or phrase to indicate “this is new”. And you can use the power of the pause to build up the emphasis.
You will well know that the one thing that gets your attention most these days is silence. Think about what it is that makes you actually look at the radio?!
2. Sing Song
Your voice has a natural melody. Except when we are under pressure (like in a talk) we can lose the melody or over use the melody entirely. In his TEDx Talk Vocal Coach Roger Love talks about the fact that staying monotonous means your audience just knows what is coming. He talks about embracing the melody in “going up the stairs” and “coming down the stairs”. How one implies happy, and one implies sad.
You can watch it here:
3. Use Your Face to be Believable
When you are doing a serious pieces: frown and it will make you sound serious. When you are doing a happy piece, or you need energy: smile – you won’t believe the difference in a smile! And then there is just plain believing in what you are saying. The reality is that you will have to talk about something you either don’t really fully understand, or don’t care about. At this point you must deploy self reflection. Engaging with either what you know to be true about what you are talking about, or engaging some empathy around what you are talking about, can help you to believe in what you are saying.
4. Self Care
Your voice is a muscle, that is part of your body, and it needs to be cared for. Some people when they get overworked and overtired – it shows in their voice. The vocal cords take a hammering. I’m not suggesting that you start getting all diva honey and lemon over your voice. I am suggesting that you can remember to rest, to stand tall, to allow your lungs the space to breathe, to breathe properly, to stay hydrated and one final tip to keep your vocal cords in check: hum. Hum around the house, and wherever you can. The vibrations are supposed to help keep the muscles strong and lubricated!
Use your voice to create impact and engage your audience, and you can sweep them off their feet.
I used to be the boss of a freelancer who was a master persuader, they regularly got what they wanted from others.
I was often on the receiving end of personal requests that usually went like this: “Please could I leave a bit early today because I have to get home to receive a delivery of some drawers” “Yeh sure” I would reply. “Please could I skip the post show meeting tomorrow because I have to get over to another meeting at 1030.” “Yeh sure” I would reply. I would let the rest of the team know and they would roll their eyes that I had said yes yet again, and I would find myself trying to convince them that going home for a delivery was important. (I can feel you rolling your eyes too). You won’t believe the trick this freelancer was using… I’m currently training to become an NLP Practitioner, and I’ve reached the module on the language of persuasion. One of the key ways to persuade is to communicate the cause and effect of what it is you are trying to achieve. The most powerful word you can use then is: BECAUSE.
Read it again: “Please could I leave a bit early today because I have to get home to receive a delivery of some drawers”
“Yeh sure” I would reply. A study looked at people trying to push in a queue for the photocopier. If you just asked to go before someone they would say no. If you asked to go ahead of someone “because, and then gave your reason” you would inevitably end up further up the queue. It’s worth noting that the reason often is irrelevant… hence of course I was saying “yeh sure”.
When talking to an audience, your boss, new clients, any one you are trying to persuade, using “Cause and Effect” can help you then get what you want from them.
Communicating the benefit to your audience will always help them along. So, if you are trying to get your audience to enter a competition: “Text me now because I have a <prize> you could win…” “Text me now so that you are in to win…” “When you text in, then you could win….” Side note: When my kids were little they were taught to sell “because” as their first “tricky word” with this mnemonic: Big Elephants Always Understand Small Elephants. It always makes me smile.