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Whether launching a brand new podcast or promoting an existing one, the art of the tease can make or break your chance of reeling in listeners. A compelling teaser that entices without giving everything away is key to piquing interest in your premise.
Take the example of the hit true crime podcast Serial. The tagline "Serial tells one story"a true story"over the course of an entire season" revealed little yet presented an irresistible cliffhanger. Likewise, the popular fantasy fiction podcast Welcome to Night Vale masterfully teased its bizarre premise, simply stating it as "a twice-monthly podcast in the style of community updates for the small desert town of Night Vale, featuring local weather, news, announcements from the Sheriff's Secret Police, mysterious lights in the night sky, dark hooded figures with unknowable powers, and cultural events."
These vague but evocative teasers sparked curiosity without spoiling the experience, compelling hordes of listeners to hit subscribe. Meanwhile, shows that directly spill their entire premise may fail to generate that same urgency to start listening.
When crafting your teaser, think carefully about what details are essential hooks and which are best held back. According to podcast expert Colin Gray, an effective teaser should communicate "enough about the premise to orient and intrigue listeners, while holding back details that would satiate their curiosity."
Build that intrigue by asking engaging questions to frame your premise. As comedian Paul F. Tompkins did when teasing his podcast Spontaneanation, inquiring "Who are the special guests? What is the location? And what exactly is the format?"
Likewise, appeal to your audience"s emotions. Does your topic touch on adventure, outrage, triumph, fear or hope? Convey the feeling your podcast will evoke. Blogger Lindsay Patterson suggests using emotive words like "astonishing," "hilarious" or "heart-wrenching" to captivate specific listener psychographics.
Finally, compelling voice-over and sound design choices like upbeat music, planning vocal tones and strategic pauses can work magic. Audio producer Jared Marcello recounts quintessential teaser elements like "fast-paced music, some kind of shocking statistic, quick clips and hits from the full interviews that are really powerful moments."
A podcast devoid of chemistry between hosts can fall flatter than a bad first date. Without that sonic sparks, even the most fascinating topic gets bogged down in awkward pauses, stilted conversation, and hosts talking over each other. Yet many podcasters put minimal thought into curating co-host chemistry, either choosing friends by default or prioritizing credentials over compatibility.
"Chemistry between hosts is critical. An absence of chemistry shows, and negatively affects the listener experience," says Carla Marie Manly, clinical psychologist and host of the Goal Getter podcast. She suggests potential co-hosts have an introductory meeting to get a feel for each other's rhythm and communication styles.
"Talk about trivial things and let the conversation flow naturally. This allows organic chemistry indicators"such as similarities, differences, humor connections, empathy, and compassion cues"to emerge naturally," Manly advises.
Christopher Lochhead, host of the Lochhead on Marketing podcast, looks for co-hosts with complementary strengths and perspectives to his. "Most of my podcasts are interview debate shows where I intentionally take the contrarian position. So I screen for smart people with different points of view who can challenge me in an informed and articulate way."
That type of friendly friction breeds engaging debate that feels more genuine to listeners than forced disagreements. Similarly, Sarah Grynberg and Annie Kreighbaum leveraged their opposite personalities while co-creating the true crime podcast Murderish.
"We knew that playing off each other"s conversational styles would make the show more dynamic to listen to," says Grynberg. She describes her approach as "more logical and fact-based" while Kreighbaum brings "empathy and emotion" to their discussions.
Of course, even the most compatible co-hosts require communicating expectations for professionalism, preparation, and scheduling to maintain podcast production. Lochhead says he"s terminated podcast partnerships over a lack of reliability and consistently showing up unprepared.
Floor mate and cadence are also important. Cadence refers to hosts' rates of speech and pausing, which should sync up so one person doesn"t consistently interrupt or talk over the other. Italian study D"Agostino and Mortillaro found podcasts where hosts share similar turn-taking rhythms and response times feel more intimate and natural to listeners.
Thorough research lays the foundation for compelling podcast conversations. It transforms surface-level chatter into substantive discussions that truly engage listeners. Unfortunately, many podcasters neglect the research phase, either relying on basic background knowledge or vague talking points.
"Too often, podcast hosts think they can just show up and riff. But without in-depth research, they end up rambling, getting facts wrong, or completely glossing over critical issues," warns podcast consultant Devon Fasbinder. She insists research is the key differentiator between amateur audio and professional-grade podcasts.
Expert-hosted and interview-style shows particularly require extensive preparation to add meaningful value for audiences. "I spend dozens of hours researching before each episode," says Ran Segall, host of The Goal Getters podcast. He extensively studies every guest, reads their books, and explores their online presence.
True crime and storytelling podcasts must also invest in rigorous research to get the facts straight. "We spend up to 40 hours preparing for each Murderish episode, because retracing every step of an investigation is crucial for breaking down a case accurately," explains co-host Sarah Grynberg.
Even more casual "two friends talking" shows need some degree of research to spur thoughtful analysis. Cate Scott Campbell, co-host of culture podcast Pop Sensation, says, "We avoid shallow 'I like this, I hate that' talk by researching context around each topic"historical background, related social issues, aesthetic influence, etc."
What should effective podcast research entail? Journalistic research skills like identifying credible sources, confirming information accuracy, and balancing perspectives apply here. Hosts must also thoroughly investigate any guest experts to identify engaging areas of conversation and potential disagreement.
Topic-focused shows require extensive reading, interviews, and primary source consulting to extract intriguing details and "aha" moments. Investigation should dig below superficial facts to illuminate hidden complexities. The most compelling podcasts also contain fresh angles other media has yet to explore.
A strong narrative structure is the backbone of any compelling podcast episode. Without strategic organization, episodes risk meandering aimlessly, losing momentum, and leaving listeners confused. "Outlining the narrative flow in advance helps ensure your episode has a clear beginning, middle, and end that ultimately rewards engaged listening," explains podcast consultant Melanie Naumann.
The standard podcast structure opens with an attention-grabbing cold open, then presents the central theme, before diving into body content like interviews, narration, or dialogue. "I always map out the episode"s "arc of tension" to build curiosity and lead listeners on a journey from the hook to a satisfying conclusion," says investigative journalist Josh Dean, host of The Clearing podcast.
Comedy and conversational shows thrive on improvisation, but still require some pre-planning. "Too little structure and you risk inside jokes that alienate listeners, unfocused rambling, and repeating yourself," warns comedian Chris Fairbanks, host of Do You Need a Ride? He starts with a show outline highlighting intended talking points, funny anecdotes or questions to ask guests.
Scripted fiction podcasts demand the most intensive outlines. "We create a 10-15 page script for each episode to clearly map out every narrative beat," explains Kc Wayland, creator of anthology horror podcast We're Alive. Though dialogue remains flexible during recording, the story spine stays intact.
For interview episodes, consider guiding topics of conversation. "I shape the structure around discussing my guest"s background, their work, controversies they"ve faced, and their legacy," says journalist Fareed Zakaria of his self-titled podcast. However, don"t over-prepare questions word-for-word, which sounds robotic.
Outlining longform episodic stories (common in true crime and docuseries podcasts) requires plotting progression across the season. "I break the narrative into chapters focused on specific story arcs. Then each episode zooms in on one piece of that arc," describes lawyer Rabia Chaudry, host of Undisclosed.
Once you've outlined the narrative, identify sections to insert audio clips, promotional breaks, or music transitions to underscore key moments. Podcast production platform Descript recommends drafting an episode script noting timecodes and assets. This level of organization streamlines editing.
Engaging, lively conversations rarely happen spontaneously. Without thoughtful questions to catalyze dialogue, podcast episodes can easily slip into dull exchanges filled with platitudes and meandering stories. "Asking the right questions is an underappreciated art that separates great podcast hosts from mediocre ones," asserts Amit Dhawan, founder of the podcasting firm Podcorn.
So what constitutes a stellar podcast question? Firstly, it should be open-ended. Questions that can be answered in just a few wordsshut downrather than stimulate conversation. "I avoid simple yes/no questions and instead ask "how" and "why" to encourage deeper reflections," explains leadership coach Luvvie Ajayi Jones, host of the Rants and Randomness podcast.
Thought-provoking questions also uncover unexpected insights by pushing past assumptions. "I love asking "why do you think that is?" to dig into my guests" psychology around an issue," describes interviewer Josh Szeps of The Szeps World podcast. Such probing follow-ups elicit more vulnerability and self-reflection from guests.
Additionally, personalized questions tailored to the guest"s specific experiences prove more memorable than generic inquiries. "I research each guest to craft questions about their career path, motivations, and obstacles that get them to open up about their unique story," says author Dorie Clark, host of the Entrepreneurs on Fire podcast.
Fun, lighthearted questions sprinkled playfully into serious discussions also foster an enjoyable listening experience. "Humor and laughter reduce tension and help everyone feel comfortable getting real," explains comedian Jaime Fernandez, co-host of The Hopeless Romantic podcast.
Beyond crafting individual questions, hosts must also curate their sequence and flow strategically. "I organize questions to escalate in intimacy from personal background to deeper life reflections," reveals therapist Esther Perel, acclaimed host of Where Should We Begin? She cautions against jumping into sensitive topics too early before establishing rapport.
Journalist Reid Mitenbuler, host of Bourbon & Beyond podcast, likes to alternate between questions that build naturally and ones that take unexpected tangents. "Following the conversational thread is great, but an odd left turn throws people delightfully off-balance and reveals things they wouldn"t otherwise express."
Finally, the most gifted hosts listen closely to each reply to spur new questions and dig deeper. "The key is being fully present in the conversation so you can pick up on intriguing threads in the moment and organically react with meaningful follow-up questions," urges podcaster Jessica Cordova Kramer of Lively Show.
Though podcasting prizes a natural, conversational style, extensive editing is often required behind-the-scenes to smooth out any stutters, tangents or dead air. The end goal is creating an episode with seamless flow that sounds polished and cohesive, yet still authentic.
"A common misconception is that podcasts should just be published as raw, unedited conversations. While you want to retain that casual vibe, strategic editing is crucial," explains Gwen Nguyen, founder of audio production company Violet Wave. She strives to balance preserving organic dialogue while tightening pacing and removing filler words or rambling.
For narrative podcasts, editing stitches together dialogue, narration and sound elements into a logical, easy-to-follow story. "We write a script first, but improv during the recording to sound more natural. Then we edit back to the scripted narrative structure," says Chenjerai Kumanyika, creator of podcast Uncivil. This ensures cohesion despite improvisation.
Interview editing involves highlighting the most interesting parts of a conversation and removing extraneous sections. "I cut out parts where guests go on unrelated tangents or I ask redundant questions," says journalist Rebecca Jarvis. This condenses long interviews into their essence.
An efficient system helps streamline editing workflow. "I create detailed timelines with notes on segments to keep or cut. This organization shaves hours off editing," reveals podcaster Jessica Cordova Kramer. Descript's editing platform also allows easy slicing of conversation snippets to reconstruct ideal narrative sequence.
Sound design choices like music, sound effects and vocal re-recording further smooth out rough edges. "I add ambient background audio and re-record any muddled dialogue. These polish the show"s production value," says producer Max Porterfield. Even small edits like volume balancing create major impact.
Strategic use of music and sound effects plays a critical role in setting the mood within podcast episodes to fully captivate listeners. While hosts' conversations form a podcast's backbone, supplemental audio elements layer in atmosphere. Music establishes tone, transitions between segments, and underscores emotional peaks. Sound effects immerse audiences in the story and heighten engagement.
"Episodes that only contain voices, without any background texture, feel dry and lackluster to me as a listener," explains composer Chad Lawson. He creates original piano compositions for This American Life and other narrative podcasts to complement their intimate, poignant storytelling.
Likewise, Aaron Henkin of the investigative podcast Crimetown relies on moody blues and somber folk music to conjure the gritty underworld of the show's mafia narratives. He says audio cues are "invaluable for adding texture and for giving the listener a sense of foreboding." The show also utilizes bone-chilling sound effects like gunshots and breaking glass to punctuate action scenes.
For comedy podcasts, zany sound effects like rimshots, slide whistles and cartoon explosions can amp up the absurdity. Comedian Chris Fairbanks of Do You Need A Ride? frequently bolsters jokes with over-the-top effects. "The right 'boing' or 'bonk' at a punchline can take a bit to the next level," he enthuses.
Music transitions seamlessly bridge scene changes, signal the end of segments, and clean up choppy edits. On the fictional horror podcast The Storage Papers, eerie synth tones fade in and out between narrator dialogue to smooth transitions. Lush instrumentals also bookend chapters providing continuity.
Podcast editors suggest looping subtle background music underneath voices rather than stark starts and stops."Fading music in and out imperceptibly avoids jolting interruptions," explains Gwen Nguyen of Violet Wave. Constant low music also masks any distracting ambient noise.
But restraint is key when incorporating audio elements. "I see lots of shows overdo sound effects and music cues which just feel distracting and amateurish," warns podcast consultant Melanie Naumann. "The goal should be enhancing, not drowning out the hosts' conversations."
Ultimately each show's subject matter should dictate musical and sound design choices. "As opposed to arbitrary sounds, choose audio that feels organic and elevates your show's unique personality," advises composer Chad Lawson. For instance, lively global music suits a travel program, while folksy guitar makes sense on a homesteading podcast.
Self-promotion is a necessary evil for podcasters seeking to expand their audience, but excessive marketing quickly becomes annoying. Avoiding spammy tactics and instead using strategic, value-driven promotion is key to sharing your show without turning off potential listeners.
"The biggest mistake podcasters make is constantly throwing shallow "listen to my podcast!" messages out into the world," warns marketing expert Tom Searcy. He explains these generic calls to action feel salesy and lack substance to genuinely connect with audiences. Instead, focus on fostering community around your podcast.
Share interesting insights, behind-the-scenes details, and thought-provoking questions to engage audiences without directly hyping your show. "I populate social media with fun tidbits about episode themes or guest stories rather than obvious promos," explains podcaster Dorie Clark. "This provides meaningful value to followers beyond just saying 'buy my product.'"
Collaborating with complementary shows also organically cross-promotes your work. "Seeking podcast guest spots is infinitely more effective than spamming other hosts with ads to share your podcast," advises consultant Melanie Naumann. Contributing unique value earns you promotional time, rather than demanding it.
Giveaways and contests similarly incentivize audience participation while spreading brand awareness. John Lee Dumas of Entrepreneur on Fire effectively ran a "Subscribe, Rate & Review" campaign offering prizes for new reviews. However, avoid making giveaways too gimmicky or salesy.
Hashtag campaigns on social media can successfully boost podcast discovery while engaging communities. Podcaster Hannah Berner curated catchy #BerningInHell hashtags on Instagram to highlight her show's content and personality. Fans eagerly participated, expanding her reach.
While paid ads admittedly offer necessary short-term exposure, organic word-of-mouth ultimately drives growth. "Nothing beats a friend excitedly recommending your show because it brings real credibility that money can't buy," emphasizes Nick Quah of podcast authority Hot Pod.
Therefore, craft shareable content that listeners genuinely connect with and want to spreads naturally. User reviews emphasizing how a podcast has impacted them present authentic social proof. Your most passionate fans will eagerly advocate for you when content truly resonates.