How to write a podcast description?
Today we're talking podcast descriptions. I will share some of my insight as a podcast copywriter and give you the tips to make sure your audience presses play.
Your podcast description is more important than you think. Potential listeners will get a first impression from your main title and image, but usually it's the description that gets people to play or follow.
Since descriptions are an integral part of your podcast’s brand, you want to spend the necessary time crafting it to maximize the space you're given and attract more listeners. This is information that will show up next to your show page, whether you use Spotify, Apple podcast, Anchor, Google podcast, etc.
I'm sure you've seen these types of descriptions everywhere! You see them on the back cover of your favorite novel, under the title of YouTube videos, next to products, etc. They're meant to be a small pitch to encourage people to give the subject a chance.
A description is not the same as your podcast’s show notes. “Shownotes” are the description of each of your individual episodes. The episode description is also important but it has to do with that specific topic.
The description we're reviewing today is the description/summary which describes your podcast as a whole.
What should be included?
The main things you should keep in mind when coming up with a description of your show is your target audience, what they can expect from your show and the reason why it should be you who they listen to.
Target potential listeners
Make sure you include something that makes your audience feel like you are talking directly to them. It will begin to establish the trust that a user has for your content.
Include a statement that lets potential listeners know that your show is the perfect fit. You want to be specific enough to capture the attention of who you want, while at the same time making sure you don’t attract the audience you don’t want or that won’t fit well with what you want to talk about.
What will they get for listening?
This is where your format and tone play a role.
Are you going to bring in experts for interviews? Is your intention to entertain, educate.... challenge? When writing a podcast description for clients, I make sure to write about topics that will spark curiosity. You don't want to give away the entire episode in the description, but you do want to give them a taste (and leave them wanting more!)
When it comes to tone, it's all about you! It’s about showcasing your personality. You gotta infuse the type of person you are in your copywriting and let your natural voice “speak” in the writing. Most overthink this portion and end up sounding robotic. Make sure you represent the real you. Throw some slang or industry jargon in there. It all depends on your brand and what speaks to your ideal listener!
Why are you their best choice
You want to let people know a little about yourself, you don’t have to be all knowing in any subject, but giving a little context as to who and why you are doing this. Include a few quick facts and a link that people can click on if they want to learn more.
You might not be an expert, but an expert in the making, so just be upfront about that!
Is it important?
Your podcast description is a factor that can help or hinder your growth. A good one will definitely help you build that community you need, and a bad one might lead to your podcast being overlooked.
Podcasts are the moment and I only predict more growth from here! They've become a part of many people’s daily routines and they listen on their commutes, during workouts and errands. There’s a demand, but soon there will be lots of competition all fighting for the attention of listeners.
There are lots of people doing podcast searches, each with their own needs and niches. This is why you want to present yourself correctly to appeal to them. Podcast listeners have a lot of choices and you have a small window of time to make your pitch, so that's why it's important to take advantage of the space you have.
You want to get people’s attention fast, it will be the best pitch to let your target audience know if they should hit play and give you and your content a chance or go with someone else’s.
A great podcast description will be the factor that will guide your listeners to your podcast episodes. And it doesn't have to be static, your description could be ever-evolving as your show begins to develop. It should always communicate the current you and your current intentions.
How long should it be?
You want to go for short and sweet instead of long heavy descriptions. You want to make sure to put the most compelling elements first, since your description may get cut, depending on the platform it's viewed on. Each platform has a maximum amount of characters allowed, but it also limits the amount of characters that show up in search queries and podcast directories.
Conclusion:
Your audience has choices and everything will come down to specifications and how you meet their criteria. It can be as general as the main topics you usually talk about, your tone when you present those topics.
Take the time to write something that represents your podcast well. If you cannot write yourself be sure to get help from someone that is doing it well or from a professional. It will be 100% worth it.
Check out my podcast Stop, Drop & Scroll by Leda Sanchez.