Influential Voices of Authority Should You Change Your Introduction? - Episode 107
Should you change your introduction? Is it time to freshen it up?
I get this question a lot when I'm coaching clients. Before we can adequately answer the question, we need to examine the purpose of an introduction.
The first thing we learned in speech class was the structure of a speech. A good speech is built with an introduction, a body and a conclusion. Your podcast is no different. However, it may be structured like a series of tiny speeches.
Let's just look at the introduction of the podcast itself.
Your introduction should set up your podcast. It should be an intriguing introduction that tells the listener exactly what the podcast is all about. What will I get when I listen? It doesn't matter whether your podcast is 10 minutes or 60 minutes long. You need to tell the listener what is to come.
"Welcome to the Podcast Talent Coach Podcast. My name is Erik Johnson. Over the next 30 minutes, we will help you transform your information into engaging entertainment and turn your podcast into powerful, profitable relationships.”
With that quick introduction, I told you exactly what to expect. You know the name of my podcast. You know the name of the host. You know exactly how long my podcast will run. You know the goal we are setting out to accomplish. I've also put you in the mix by referencing your dreams and how my podcast will help you. In those brief seconds, I've given you who, what, when and why.
Your introduction must be intriguing. This is true for the overall podcast introduction and the introduction to your stories. “Today we are going to talk about work” is not intriguing. That will not make anyone want to stick around to hear what you have to say, especially for 30 minutes or an hour. “Do you love your work? Do you think it's possible? Well, you're about to find out.” That is the intro to Dan Miller's “48 Days” podcast. That is a statement that will stir some emotion and make people listen through to the end.
It is critical that you tell the listener what your podcast is all about EVERY time. Each week, you will be gaining new listeners. You cannot assume they heard the first podcast, or even one of the first twenty-five. Each time you begin an episode, you have to assume someone is hearing your show for the first time. Your introduction will welcome them into the party and get them up to speed.
Even those that have been listening since the beginning will find comfort hearing that consistent opening they can almost recite verbatim. They'll feel like they are in the club. Your introduction tells your listener they are in the right spot.
Remember, it is every time.
Failing to introduce every time is the one misstep I hear most often with podcasts. Talent get too comfortable with their podcast after doing it ten or twenty times. The podcast gets lucky enough to make it into the top ten. People discover it, and the podcast begins with no introduction as if the listener stepped into the middle of a conversation. It becomes uncomfortable for the new listeners. The podcast suddenly stops growing its audience. Remember, your show will always be new to somebody.
You will have new listeners every time you post a new podcast. You cannot assume your audience has heard your podcast before. You need to set up the show at the beginning to let the new audience members know what they can expect while letting the returning fans feel comfortable without being bored.
THREE QUESTIONS
There are three questions you should answer to help you form your introduction.
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What do you hope to make the listener feel with this story? Your introduction should stir some emotion. You need to establish the atmosphere right out of the gate.
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How will you engage the listener with your introduction? Hook them immediately. Make them care right at the beginning. What is in it for them?
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What will your position for your show? This will help you define the structure of the show and tell your listener what is to come. Are you teaching? Is it an interview or debate? Are you answering questions from listeners?
So, should you change it up? If your introduction is doing the job of informing your listeners and encouraging them to listen to the episode, then there is little reason to change.
Your regular listeners find comfort in your show open. Many people dislike change.
Remember some of these tv themes? Cheers ran for 11 seasons. Friends ran for 10 seasons. M.A.S.H lasted for 10 seasons with the same introduction.
The Simpsons debuted in 1989 and has been running for 27 seasons. Over the 27 seasons, the series had two revisions. The first revision was at the beginning of the second season when the graphics were improved. The other revision happened for season 20 when the show moved to HD.
Both revisions were necessary to add new characters and a few other updates. The unique quirks in the intro where Bart is writing on the chalkboard and other jokes keep the intro fresh. However, it has basically been the same intro for 26 years.
If your introduction is enticing people to listen to your episode, it is succeeding. There is no real reason to change it. Don't change for the sake of changing. You just might make your regular listeners feel uncomfortable. People know what they like and like what they know.
I would love to help you with your podcast. E-mail me any time at Coach@PodcastTalentCoach.com.
You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com.
Let's turn your information into engaging entertainment.