Podcast Perspective #6: Making an Impression With Artwork & Music, Crafting a Promo
Description
Have you started podcasting yet? What are you waiting for? Don’t get me wrong, you have to be fearless, but don’t fall in to the trap of waiting until you get everything perfect, or you’ll never even start. Eventually you just have to take the plunge and do it! The best way to learn is by doing, to learn what works, and what doesn’t, so you can improve with each episode. ”Content is king”–you have to actually produce content. Don’t let the technology become a distraction. Let your passion drive you!
Podcasting is incredibly fun and rewarding, but also inevitably requires more time and effort than you thought. Many would-be podcasters don’t make it past the first few episodes. If you’re just starting out, don’t start actively promoting your show until you’ve established yourself and settled on a format that works.
This episode has to do with branding, and promotion–in that order. First impressions are important!
Making an Impression
Artwork/Logo
What message does your logo, your artwork, your web site say to potential listeners? Does it stand out from the crowd? As important as it is, “Presentation is queen” doesn’t just refer to audio production–aesthetics are important. You want to attract people to click the “Play” button in the first place!
Make sure you give your logo and artwork the same attention you give to production quality. If you’re going to spend hundreds of dollars on quality equipment to get that professional sound, don’t use a logo that looks like you whipped it up in five minutes.
If you can afford it, hiring a graphic designer is worth it. Two talented artists who understand podcaster’s needs (because they are themselves!):
Other options:
You want album art that is 600×600 in JPEG or PNG format, and ideally in a high-quality format suitable not only for the screen but for printing for business cards, etc.
Music
Even if your podcast is all talk, you probably have some sort of intro or outro with theme music. You want music that’s unique, that when people hear it, they instantly know that they’re listening to your show.
Don’t use that same music that everyone else is using! This is most common among Mac podcasters who too often use the jingles bundled with GarageBand, but they are so overused that not only is it poor branding, it’s even an annoyance–especially when there are so many other options!
Be careful not to use any copyrighted music without permission or a license. Thanks to the Digital Millenium Copyright Act, in the United States, there is no such thing as Fair Use, in the eye of the law–using any amount, even “just a clip” makes you open to a devastating lawsuit. It is a myth that it’s okay to use a clip as long as it’s 30 seconds or less!
Where do you find music for your show?
1. “PodSafe”
There is a lot of music out there that’s free to use, with few restrictions–usually attribution, and sometimes, only for non-commercial use. If you take the time to look, you can find some real gems!
- Music Alley (Formerly PodSafe Music Network)
- ccMixter (Creative Commons)
- Incompetech
Alternatively, if you come across an independent artist (for example on MySpace or Facebook) who’s music you like, just ask! Many will gladly allow you to use their music, and welcome the free promotion.
2. Royalty-Free
“Royalty-Free” doesn’t mean that it’s free of charge, it means that you don’t have to pay royalties–once you’ve purchased it, you can use it forever.
A variety of companies offer production elements and royalty-free music, available either on a track basis, or in collections, for a variety of budgets:
There is usually high-quality music in a variety of genres to fit anyone’s taste easy to find. Some royalty-free options give additional options, such as different versions, the ability to enable/disable certain instruments, or the ability to edit a customized version.
3. Create Your Own!
If you or know of a friend who is musically inclined, why not try to create your own?
Even if you don’t consider yourself a musician, the tools are getting easier to use for those less talented. With a little time and creativity, by using loops and software instruments, you’d be surprised what you can come up with. If you’ve got a Mac, you’ve already got GarageBand, which should have everything you need to get started!
Crafting a Promo
It’s only natural to want to see your show’s audience grow. Promotion isn’t something to be ashamed of. Purely as a listener, if there’s a great podcast that I would love, I want to know about it so I can tune in!
However, the old adage “You build it, they will come” does not apply to podcasting. There are a lot of other voices on the Internet–how do you make sure it’s yours that gets heard?
First, conversely, if you don’t build it, they will not come! It is important to consistently be producing new episodes for the maximum impact. Releasing a podcast every week is a lot harder than it looks! Make it part of your routine.
Be discoverable! Be in all the major directories–there’s more to podcasting than just iTunes!
A great tool to get the word out is through a promo–a commercial for your podcast. On the Internet, there is no limit to the number of stations, and due to time-shifting, even shows on a similar topic are no longer direct competitors. There is great camaraderie among podcasters, many would be happy to play your promo! (Especially if you play theirs!)
Include:
- Show Name
- Web Site Address (Spell out if necessary to avoid confusion!)
- Elevator pitch
- Call to action
What goes in your pitch? What is your show’s, topic, what is it all about? What makes it unique? Why do I have to tune in? Clarity and brevity wins over cleverness. While humor can work extremely well (when done right), beware of using clips from your show or any inside jokes that not everyone will understand.
Keep it short: 60 seconds or less! If it’s a minute and a half, two minutes long, many podcasters (including me!) will not play it–by around a minute, people get bored and tune out. If you can’t deliver your pitch in a minute, it’s not ready.
For example: Geek Cred–“In-depth, behind the scenes interviews about everything geek–from tech, to sci-fi, to games!”
It is important to continue to promote; you can’t be passive. Network and cross-promote with other podcasters, and other websites–especially outside your niche. Put a link in your email or forum signature. Hand out flyers or CD’s at events or conventions. Remember, your potential audience is hundreds of millions of people on the Internet. Be creative!
Share Your Thoughts!
Questions? Comments? Ideas? Suggestions? I welcome your feedback! Send your written text or recorded audio to PodcastPerspective@Gmail.com or call 424-254-9763, or leave a comment below!
Podcast Consulting:
I am available for one on one podcast consulting, audio production, and voice over work. I’d love to work with you to make your podcasting dreams a reality. If you’re interested, please contact me!
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