School of Podcasting: Expert Tips for Launching and Growing Your Podcast Building Your Own Value Pyramid
Today we are going to take the phrase "Value Proposition" which is typically used in business and apply it to podcast. In the past few months, I've attended a fair amount of conferences and I ask people about their podcast. In most cases, people explain their show and I can see if I want to listen or not (or decide if I'm their target audience). I want to identify what people feel is valuable, and then help you shape that into your message. I learned about some of this in Tim Schmoyer's Video Creators course. The one that caught my eye was the Value Pyramid.
The Things That You Should Ensure You Are Doing Before Pressing Record On Your PodcastI always say if you are not going to make your audience :
- Laugh
- Cry
- Think
- Groan
If you are not educating or entertaining them, then don't press record. There is no value. The value pyramid from Harvard Research takes it even deeper.
What is Value?Value is when the benefit of consuming your content is worth the time and effort it takes to consume it.
This is Why It Needs to be EASY to Consume Your ContentIf you make someone dig for your play button, or only put a subscribe button for Apple Podcasts and completely ignore the Android side of life, the android users are likely to say "Never mind" and give up trying to get your content on your phone. This always means that if you make it easy to consume your content, they might give you a "pass" with your content if they didn't have to dig to get the content.
Functional ValueDo you help your audience by making things easier? Do you save them time? Do you save them money? Does it provide a way for people to connect?
Emotional ValueHow does your podcast make people feel? Does your podcast reduce anxiety? Do you reward your audience? Does the design tweak their emotions? Does it boost their wellness? Is there a badge people could wear to show their loyalty?
Life-Changing ValueThese values promise a personal transformation of some kind. If you can provide life-changing value, your audience will LOVE your show. If you have a community where they can belong. Can you make them feel like they've achieved a goal? Can you motivate them? Can you provide hope?
Social Impact ValueAre you impacting more than your audience?
How Do You Tell People You Deliver Value?A value proposition explains how your audience benefits from your show.
It may point out who your audience is.
Why you are a better fit than other podcasts.
How your podcast will help solve your audience's issues.
Different Pieces of a Value PropositionHave a short but powerful headline that helps summarize a key aspect of your UVP (in less than 10 words). Have a supporting sub-headline or short paragraph to help explain or clarify your UVP. Have a short bulleted list of the benefits/advantages of using your product/service, with supporting visual imagery (for example, icons, badges, or a hero shot). Show all of the elements above the page fold (the area that visitors can see initially without having to scroll).
Make It "No Thinking Involved" ClearIn one article it mentions how you need to make it CLEAR to the person hearing or reading it. Here are some examples:
Stripe: “Web and mobile payments, built for developers Lyft: “Rides in Minutes” Zapier: “Connect Your Apps and Automate Workflows”
By looking at this, I understand what each company does.
Here are some more:
Stripe: “Web and mobile payments, built for developers” Lyft: “Rides in Minutes” Target: “Expect More, Pay Less” Skillshare: “Learn a New Skill Each Day” Evernote: “Remember Everything” Zapier: “Connect Your Apps and Automate Workflows” Bitly - shorten, share, measure. Spotify: “Music for Everyone”
What Value Do YOU BringWhy should your ideal listener listen to YOU.
What do you do differently than other podcasts on your topic?
Not So Good Value PropositionsEpson says, “Where there’s business, there’s Epson.” - Very generic
HP says, “HP: everywhere you do business.” - Very generic
Time Warner Cable says, "Enjoy Better." - Vague.
Burger King: Be Your Way - Confusing.
This is an example of what some like to call blandvertising. It could mean anything, and sometimes its just keywords that are thrown together.
Confusing Podcasts
I looked in Apple podcasts to see if there were any shows that were confusing to me. Here is one I found:
the salvaged soul podcast: This podcast is a place for all things REAL. I want to help you live your best life by being true to yourself. I will share all the ups and downs of business, marriage, family and friends! The good, the bad, the ugly. The real way to reach happiness and financial freedom!
It Always Comes Back to Knowing Who Your Audience IsWhen you know who your audience is, and what their pain points are you eliminate competition as fewer people will be doing what you do.
You want to use their verbiage so its easier to connect with them. In an Apple review, someone put "The best information and experience to learn the right way to podcast from the heart of a teacher" about this podcast. Look for phrases and points that you can use to help explain your value.
She Podcasts Live Revisited34:44 Jaye From The Pot Stirrer Podcast shares her insights from attending She Podcasts Live
Question of the MonthI have a "Because of my podcast" segment that points out the benefits of podcasting. Do you have any negative side effects of podcasting for you? Be sure to mention your show and website when you go to www.schoolofpodcating.com/question
I need the answers by 10/25/19.
Mentioned in This EpisodeMore on Value Propositions
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