When I launched my first podcast in 2011, I created a Twitter account to help me promote episodes. Twitter was a pretty good platform to promote a podcast - if you knew how to generate interest in your copy.
It was not uncommon for me to see very generic and simple episode promotions from other shows. They would read something like this:
Our new episode is out now! Listen here!
Episode 233 is now live! Listen here!
We just dropped our latest show about cow-tipping. Get it here!
Okay, I made up the cow-tipping post, but it represents a limited explanation of an episode. You can insert any topic there.
I interviewed movie and television actors in my first podcast, and instead of "cow-tipping," I would highlight who I interviewed in each post.
I thought dropping names would be enough.
I was wrong.
For example, I interviewed Anthony Michael Hall, and we talked about his early success, John Hughes and modern comedy. It was an enjoyable discussion, and I was anxious to share it with everyone.
So, when the time came, I promoted it on Twitter. I can't remember what I wrote in the first Tweet, but it was something simple, like:
In the latest episode of the show, I talk with Anthony Michael Hall - (link)
I might have added another minor detail. Either way - engagement was extremely low.
I knew my copy needed something more. In a lot of ways, my post wasn't any different from saying, "Check this out! - (Link)"
So, I thought about the conversation.
What was one of the more intriguing questions and answers?
What was a question that I couldn't wait to ask?
Then it hit me - What was it like for a kid your age in 1985 (17 years old) to play Kelly LeBrock's love interest in Weird Science?
So I created a post that said something like:
"Anthony Michael Hall describes what it was like playing Kelly LeBrock's love interest as a teenager in Weird Science..."
It was true then, and it is still true today (especially with all of the other podcasts promoting episodes now) - Give people a reason to click.
"Check it out" and "New episode!" aren't the best examples.
Think about your audience.
Keep it simple, but be specific.
Finally, make it more appealing than a greasy pork sandwich served in a dirty ashtray.
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