The 5 Must-Haves of a Compelling Podcast Intro

"Indifference, to me, is the epitome of evil.
The opposite of love is not hate, it’s indifference.
The opposite of art is not ugliness, it’s indifference.
The opposite of faith is not heresy, it’s indifference.
And the opposite of life is not death, it’s indifference."
- Elie Wiese

Whether creating content for radio or a podcast, I have found that the approach to hooking (and keeping) your listeners is no different. It’s all audio after all.

In my work over the last eight years helping others the world over launch podcasts, it is the podcasters who go out of their way to answer the question “What’s in it for me?” that are more likely than not to succeed.

In my training, there are actually five questions in total that should be answered within the first minute or so of a podcast. The answers to these five questions combine to address the overarching question of “What’s in it for me?”

1. Why should I care? As popularized in Start With Why by Simon Sinek, “People don’t buy what you do, they buy why you do it.” Similarly, your podcast’s introduction needs to address your show’s “why” early on. Otherwise, listeners are not likely to care much about it long-term. As Elie Wiesel wrote, “The opposite of love is not hate, it’s indifference”. Your “why,” in other words, should not be afraid to draw the proverbial line in the sand. Ask yourself if it demands your listeners “pick a side.” The more likely it is to do this, the stronger it will resonate. I recommend my clients address this by crafting what I call a Worldview for their podcast and sharing it at the outset of every episode. When asked why you do this podcast, your answer gets close to your Worldview. (email me for a template that will help you get started)
2. What am I listening to? This one is simple for experienced broadcasters to understand. You’d be surprised, though, how many non-experienced podcasters wait far too long to audibly identify their show by name within the first minute, if at all. The thinking is, “Well, they (the listener) obviously pressed ‘play’. They’ve seen the artwork. Don’t they already know what they’re listening to?” In my experience, discovery can often happen via recommendation algorithms, meaning, without the listener’s direct input. I once had a few episodes featured on the ‘front page’ of a major podcast app that would play each featured show automatically once another show listened to had ended. My episodes were exposed to hundreds of thousands who weren’t actively looking for it. The simplest of Information, such as your show’s formal title and the episode number you’re on (if you number them) is vital Information that should always be included early.
3. Who are you? Another of the five ‘notes’ to hit early is one most broadcasters get. Much like your station’s imaging might include a collage of listeners sharing about how great your station is, consider including a version of simple imaging in your podcast’s intro. For podcasters doing interviews, for example, I encourage them to acquire audio blurbs from guests. Don’t leave it to chance, however. Write out what you want the guest to say about the show. Be creative. One such example from my show (I interview authors) was: “I’m Chris Brogan, author of The Freaks Shall Inherit the Earth, and the good news is you’re well on your way because only a freak would listen to this. It’s the Read to Lead Podcast with Jeff Brown.” Don’t be afraid to borrow the Influence of others to raise the level of your own. Whether from artists, listeners, or others, testimonials and endorsements - what I like to call Influence - can go a long way to putting new listeners at ease with their decision to try out your content.
4. What am I in for? A wise radio consultant once reminded me to “Tell them what you’re going to tell them. Tell them. Then, tell them what you told them.” This strategy works especially well in the podcast arena. To that end, there should be a bit of Foreshadowing in your show’s introduction. Give listeners an idea of the ground you intend to cover in this specific episode before getting too far. Highlight topics, issues, or questions you plan to address. When you make time to share what’s ahead through Foreshadowing, listeners will appreciate your respect for their time. They may in fact leave today’s episode once they know your intentions (and assuming the topics mentioned aren’t of interest). But though they may be gone for now you’ve increased the likelihood, I believe, they’ll come back next time.
5. What do you want me to do (aka Will I be moved to act)? In addition to some sort of call-to-action (commonly referred to as a CTA) at the end of every episode, I recommend including some sort of inspirational, funny, or thought-provoking CTA-type moment near the beginning. This can be accomplished by simply lifting a compelling moment from the episode, preferably one that is no more than 10- or 12-seconds in length, and pasting it inside the intro. Again, this would be something you (or a guest) said that was funny, entertaining, thought-provoking, inspiring, controversial (maybe), or what have you. It should be something that provides Motivation to your listeners upon hearing it. Early in my show’s evolution, New York Times bestselling author Dan Miller said during an interview, “If it ever becomes clear that I’ve stopped learning, dig a hole and push me in as quickly as possible because I’m of no use to anybody.” For a podcast whose listeners are sold out to personal development, this is a rallying cry. Regardless of the kind of content you’re creating (personal growth, inspiration, entertainment, etc.), Motivation is definitely a ‘note’ worth hitting.

W - Worldview

I - Information

I - Influence

F - Foreshadowing

M - Motivation

W.I.I.FM. What’s in it for me?

Again, your podcast’s intro - in about 60 seconds - should tell your listeners everything they need to know in order to make a decision as to whether to stick around.

You can’t be afraid they’ll leave. It’s naive to think that every listener will want to consume every episode. Better they know enough early on to leave than have no choice but to continue listening for several more minutes, only to realize they’re not interested in today’s content. This discourages repeated visits over time.

Instead, more than your own agenda, make respecting their time your number one priority. Don’t be surprised if they reward you by not only coming back next time but, as my experience has shown, by subscribing, downloading, and sharing your work