Episode 63 Why no one clicks on your podcast.txt
English (US)
01:00:00.200 — 01:00:02.160 · Speaker 1
Well, I know one new podcast.
01:00:02.160 — 01:00:10.800 · Speaker 2
That’s title is going to Live Forever. And when a person is searching for something they have higher intent to purchase or make a decision.
01:00:10.840 — 01:00:13.760 · Speaker 3
Is what is the job of the podcast?
01:00:16.000 — 01:00:18.400 · Speaker 4
Welcome back to The cave. I’m here with Janet.
01:00:18.400 — 01:00:22.600 · Speaker 1
And Rich, and today we are talking about the milkshake effect.
01:00:23.120 — 01:00:26.760 · Speaker 2
Also, why no one clicks on your podcast? Yes.
01:00:27.160 — 01:00:34.360 · Speaker 1
Why no one clicks on your podcast? Or why do people click on your podcast? Hmm, that’s maybe the other way to see it.
01:00:34.400 — 01:00:42.600 · Speaker 2
I mean, ideally we want people to find our podcast, click on our podcast and then listen habitually. That’s that’s the ideal.
01:00:42.640 — 01:00:44.440 · Speaker 1
Yeah. So let me tell you the milkshake story.
01:00:44.480 — 01:00:45.440 · Speaker 5
Explain this please.
01:00:45.720 — 01:01:28.940 · Speaker 1
So it was an experiment done by obviously some very smart people in university. They went into a milkshake joint at 830 in the morning to start observing who buys milkshakes. Mhm. And they came across a very unusual result. And they saw from 830 in the morning. Solo travelers are coming in, buying milkshakes and getting into the commute.
Okay, so what they kind of gleaned from this was people aren’t buying milkshakes because they want a sweet treat. They’re buying milkshakes because they’ve got a long commute, and it keeps them kind of busy. And it’s a.
01:01:28.940 — 01:01:30.380 · Speaker 2
Comfort to do on the way.
01:01:30.420 — 01:01:32.779 · Speaker 1
Yeah. So. So this whole thing of
01:01:33.820 — 01:01:52.620 · Speaker 1
the jobs theory came about is what is your product do? What is its job? So that was quite interesting to think about from a podcast point of view. Yeah. Is what is the job of the podcast. And does it give us some insights into why maybe branded or corporate podcasts fail?
01:01:52.660 — 01:01:53.380 · Speaker 2
Right.
01:01:53.580 — 01:02:17.310 · Speaker 6
I think it’s there’s, you know, everything should ultimately serve two purposes is like the, the functional effect of something which is like, it’s a milkshake. It’s going to quench my thirst and taste delicious. And the emotional effects of something which is like, it’s going to de-stress my commute.
And I think we’ve got to think of podcasting and stuff. Everything we do, actually, in the same way. Um, um, no one.
01:02:18.590 — 01:02:21.270 · Speaker 6
Yeah. We’ve got to solve more than one problem for people.
01:02:21.310 — 01:02:38.750 · Speaker 2
And I think that is key. Like, what problem are we solving? And in terms of practicalities of your podcast, every episode should be titled in such a way that I know is the listener. What problem is this? Listening to this episode is going to help me solve.
01:02:38.790 — 01:02:39.030 · Speaker 1
So.
01:02:39.030 — 01:02:40.870 · Speaker 2
So give me and I’m going to go look for that.
01:02:40.870 — 01:02:45.430 · Speaker 1
Give me an example of a boring and clickable title.
01:02:45.470 — 01:02:58.550 · Speaker 6
Okay, I can do that if you want. Okay okay. So I’ve actually got a broken down here. So like episode title. This is a bad one. Um, our Q2 strategic roadmap and enterprise product solutions.
01:02:58.590 — 01:02:59.310 · Speaker 2
Boring.
01:02:59.390 — 01:03:03.810 · Speaker 1
Yeah. Nobody nobody’s going to click on your podcast because nobody cares about your Q2.
01:03:04.930 — 01:03:09.810 · Speaker 6
A better headline is how say tech leaders are restructuring teams to drive growth.
01:03:09.850 — 01:03:20.570 · Speaker 1
Exactly. And why would I click on that? Because I want to know how to grow my Q3 growth next time. Yeah. Yeah. So that solves it. I don’t care about your growth. I care about my growth. Yeah.
01:03:20.610 — 01:04:09.710 · Speaker 2
So that’s I think the other thing that’s important here is that and maybe this example doesn’t work exactly how I’d like it to, because it specifically refers to Q3 results. But when we are working as as content creators and we’re building a catalog of content, that title is going to live forever. And you don’t know when a person is going to find your content or choose to listen to a particular episode.
So creating a title that is useful now in maybe today’s economic climate, but also useful as a piece of interesting content in the future, means that it will have longevity, and people are going to click on things that are going to solve a problem for them. I mean, and I’m talking specifically about informational podcast, not entertainment stuff.
01:04:10.150 — 01:04:21.989 · Speaker 1
Yeah. So so it’s the that’s the triggering event, right? I’ve got a problem. Yeah. I’m going to Google search and the podcast of your brand or your corporate or your service needs to come up to solve that problem.
01:04:22.030 — 01:04:22.590 · Speaker 2
Exactly.
01:04:22.590 — 01:04:25.390 · Speaker 1
And that’s the pattern of what we’re trying to do.
01:04:25.550 — 01:04:49.550 · Speaker 6
And it also sometimes it can be tricky, like some famous person once said, and I can’t remember who it was, but they said people don’t buy a quarter inch drill bit. They buy a quarter inch hole. Yes. So it can also be misleading, like you selling a drill. Bit like if someone needs a drill, but they’re going to search it for it, but it should actually be about.
The fact is you need a hole okay. Not a drill bit.
01:04:49.950 — 01:04:50.470 · Speaker 2
Right.
01:04:50.510 — 01:04:57.470 · Speaker 6
So it’s like kind of just reframing everything to solve a person’s problem. Yeah. That becomes about the problem, not about the product.
01:04:57.510 — 01:04:58.150 · Speaker 2
Yes.
01:04:58.430 — 01:05:17.720 · Speaker 1
Yeah. So yeah. So our podcasts and in essence, doing a job for someone. Yes. And I think if we’ve just framed it that way, it’s much easier for us as brands to to execute on what what is our, our job would solve. It’s the whole let’s talk about holes not drill bits.
01:05:17.760 — 01:06:04.860 · Speaker 2
And it comes back to something we’ve also spoken about at length, and that is thinking about this content that you’re creating from the listener’s point of view, not our own. So if we are in the business of selling drill bits, we are just going to be focused on the product. But the listener has a different problem.
So creating your content and um, uh, especially in the title space, creating a title that is going to very clearly state the problem that you’re about to solve. The job that this episode is going to do allows your piece to be clicked and allows it to live much longer and have traction. Not only now, this week when you launch it, but in perpetuity, because hopefully someone’s going to come back and and listen to it at a point that they have the problem.
01:06:04.860 — 01:06:11.100 · Speaker 1
So what is the big difference, then, between me seeing an ad for a brand.
01:06:11.140 — 01:06:11.620 · Speaker 2
Yes.
01:06:11.620 — 01:06:15.260 · Speaker 1
And watching a podcast.
01:06:15.380 — 01:06:19.300 · Speaker 2
Well, as, as a, as a business, I would hope that you have both.
01:06:19.380 — 01:06:20.060 · Speaker 1
Yeah.
01:06:20.340 — 01:07:47.680 · Speaker 2
Um, I think that the, the ad is going to be pushed to you typically, whereas you’re going to find a piece of content as a result of searching. Okay. And when a person is searching for something they have higher intent to purchase or make a decision. So I typically don’t go on to go to Google for shots and giggles.
I go there because I’m looking to solve a particular problem they’re in in that moment. And that’s why Google ads have, up until very recently, just been the go to for people, because I’m going to solve a problem immediately by presenting my ad in the YouTube space. We are finding that content discoverability is replacing that instant Google search, and people that have created content for a long time are now sitting with these in insanely beautiful, um, catalogs of content that are going to be found by people searching for video resource video answers.
And so if you can be doing both, you can solve two different problems. Um, but the, the benefit of a of a video when a person goes to find a solution is that they’re going to see a real human solving that problem, especially if it’s a podcast format and that builds trust and adds. Slightly less trustworthy.
01:07:47.680 — 01:08:03.820 · Speaker 1
So yeah. So it’s about also the active listening of a podcast versus the passive listening to it to an ad. You know, psychologically we’re just more prone to believe Janet sitting here, then an actor on her head. Yeah.
01:08:03.940 — 01:08:22.340 · Speaker 6
You keep using the word job, like so. It’s relevant because, like, we’re doing a job and people essentially have to hire our show. Yeah. To fulfill the function in their day, whether it’s to quell the boredom on their commute or whatever the case may be. So we have to have, like, you almost have to have like, a,
01:08:23.780 — 01:08:40.978 · Speaker 6
like a job statement. Yeah. For your podcast. Like when so-and-so is doing this, they want to solve this problem. And that should be here. Yeah. Sorry. Here’s a sample job statement. So when target listener is in a specific situation, they hire our show to
01:08:42.419 — 01:08:45.060 · Speaker 6
do something so they can get a specific outcome.
01:08:45.100 — 01:08:49.900 · Speaker 1
Okay. So let’s do it for this podcast. Mm. What would that sentence be. Okay.
01:08:51.860 — 01:09:28.550 · Speaker 2
Well, the person listening to our podcast is potentially in a space where they’re considering a podcast. Mhm. Potentially a brand or a business. They have information to share. They understand that the sharing of that information will build trust between them and the potential customer down the line, and in creating content that builds trust.
They ease the sales process down the line, and we help them by creating a podcast easily. Friction free doesn’t take out of the diaries, which are probably already chock a block. Endless millions of hours. That is our job.
01:09:28.590 — 01:09:40.270 · Speaker 6
Yeah. When? When business? When business owner wants to start a podcast, they hire our show to learn the ins and outs so that their podcast can be a success.
01:09:40.350 — 01:09:40.670 · Speaker 1
There we.
01:09:40.670 — 01:09:41.670 · Speaker 3
Go. Beautiful.
01:09:41.710 — 01:09:42.710 · Speaker 1
100%.
01:09:42.750 — 01:09:43.510 · Speaker 3
Nailed it.
01:09:43.550 — 01:09:49.630 · Speaker 6
Cool. Maybe we’ll put this little temporary website. Yeah, in the show notes.
01:09:49.670 — 01:09:53.830 · Speaker 1
Yeah, on the show notes. Right. So there you go, guys. Make sure your podcast.
01:09:53.870 — 01:09:54.870 · Speaker 4
Is actually fulfilling.
01:09:54.870 — 01:09:57.790 · Speaker 3
A need. And we’ll see you next time.
