Enter the podcast.
Podcasts are audio or video files distributed over the internet.
Listeners download the files, and either play them on the computer or a
listening device, such as an I-Pod. Podcasts can be on any topic --
there are regular podcasts devoted to life in Iceland!-- and any
length. Some are a few minutes, others go for over an hour.
Podcasts have two
distinct traits that will appeal to exhibitors:
1. They allow the
listener to multi-task: Many of our clients are busy, busy people. They
may not have the time to sit down and read a magazine article, much less
the new book you've just authored. Yet they can listen to your podcast
while driving to work, going for the morning jog, even while working on
some less-vital aspects of the day's paperwork.
2. The feed the
societal need for self improvement: Podcasting offers listeners the
experience of attending a one-on-one lecture with some of today's most
foremost experts. Listeners who want to advance their careers, improve
their health, or do a better job raising their kids are natural
audiences for podcasting.
Podcasting can
play an integral role in your development as an Expert. Regular
podcasts that share industry information, insights, advice, and guidance
will create the impression that you're someone the public can turn to.
This is an ideal time to display your expertise and speak directly to
the topics that are relevant to your market and target audience.
Considering the low cost of podcasting -- you can get up and running for
a few hundred dollars -- can you afford to forgo this opportunity?
To be an effective
podcaster, remember the four C's. Your broadcasts must be Concise,
Chatty, Clear and Consistent.
Concise: Each
podcast should have a clear focus. Pick one point you want to
concentrate on and select your material to support and illustrate that
point. It is better to offer several short, clearly focused podcasts
than one, long, rambling, self-indulgent diatribe.
Chatty: Make your
material engaging. That might be difficult, especially if you're
talking about estate planning or tax avoidance strategies, but it's
necessary. Use real life examples and simple language to communicate
your points. Listeners will tune out jargon, dry statistics, and
'academic-speak'.
Clear: Once upon a
time, politicians and thespians used to train by speaking with a mouth
full of pebbles. The thought was that if one could make oneself
understood even under those circumstances, clear speech would present no
problem if one were unimpeded. I'm not recommending you start putting
rocks in your mouth. However, make an effort to speak clearly.
Listeners won't value what they can't understand.
Consistent: You
can podcast monthly. You can podcast weekly. You can even -- if you're
brave and have the time -- podcast daily. It doesn't really matter, as
long as you pick a schedule and stick to it. Blow off your listeners at
your peril. If there's no material when they expect it, they won't come
looking twice.
Once you have your
podcast up and running, remember that you have to promote it. Link to
it from your website, add info about your podcast to your signature
files, and include a mention in your print advertising. People won't
listen if they don't know the podcast exists!
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