Powerful Author Podcasting
Note: Reprinted from The Book Marketing Expert
a free ezine offering book promotion and publicity tips and techniques. Web:
For more podcasting
resources, click here
If you're looking for a shortcut to get your consumers to buy,
it might be through their ears. Auditory response is one of the strongest senses
we possess. Have you ever wondered why you can remember the tune of a song
("It's a small world") but can't remember an article you read in the paper just
this morning? That's the power of audio. Sound is invasive, intrusive and
irresistible. That's one reason why I'm always telling authors about the power
of speaking engagements: sound sells. Many of us incorporate sound into our
marketing plans through radio, but there's something even more powerful for you
to consider and it's called podcasting.
If you've always dreamed of having your own radio show, your dream is about to
become a reality. It seems only yesterday we were telling you about the power of
blogging, but today we're looking at something equally, if not more, powerful.
In its simplest term, podcasting is an audio blog and it's another exceptionally
powerful way to spread the word about your book and message. Several years ago
when Internet Radio came on the scene authors were vying for airwaves on the
'Net. But while Internet radio is still going strong, it's also very expensive.
Most shows cost upwards of $800 a month, plus show hosts need to obtain their
own program sponsors. Podcasting, on the other hand, is a fraction of the cost.
Here's how it works.
Podcasting, just like blogs, sits on the Internet but instead of sitting in a
written file, it's saved in an MP3 format that can be transferred to any mobile
music device like an iPod. A podcast can also be subscribed to through RSS or
syndication feeds. If this seems complicated, it's not, the entire process will
take you about an hour to set up, if that, and once you do, you're off and
Most podcasts require an external mic on your computer, but I've started using a
system through Audio Acrobat (http://www.audioacrobat.com) that will allow
you to call into a pre-assigned number and record your podcast from anywhere:
your office, your car or while on a trip! Then the audio file is saved into the
system and sent via their publication tools out to a variety of feeds, which
in essence sends the audio blog out onto the Internet. Now you might wonder how
someone will find you and your podcast. Well, you might be surprised. While your
first recording might go unnoticed, your second and third will not. Here are
some tips for getting the right podcast for you and then getting the world to
beat a path to your audio blog door!
Topic: First, you want to find a niche and ideally one that ties into your book
or message. While topics on religion and gambling are two of the hottest
podcasts right now, if your topic doesn't tie into these it's best to stay away
from them. Go online to iTunes,
Podcast.net and see who's
talking about your topic and what they're saying, then plan to be different!
Structure: So how will your podcast be structured and how much time should you
plan to spend on a podcast? Truthfully, I'd recommend only 10 to 15 minutes.
Unless your podcast is truly compelling or in an interview type format,
listeners don't usually have the attention span to listen longer. Don't force
people to listen to long-winded audios, cut right to the chase, share your
information in tip-like, informative nuggets and you'll find listeners
subscribing to your podcast like crazy!
Make a plan: If you decide to do this, try mapping out a few podcasts in advance
and plan to offer your information on a daily or, at the very least, a weekly
Setting up your podcast page: When you utilize Audio Acrobat for your podcast,
you'll be able to include a link to your website. Remember the idea behind the
podcast is promotion, so the URL you send them to should reflect this. Ideally
you won't want to send them to your home page but rather a page just for your
podcasts. You can include a listing of prior "shows" as well as a way for them
to sign up for future updates, your newsletter or perhaps a link to your book or
Chicklets and other geek terms: So what's a chicklet? Well, it's that little
orange square that has the letters XML on it. You will click on that to
subscribe to a feed. If you obtained your podcast through Audio Acrobat, these
chicklets are created for you and you can just cut and paste the HTML into your
website or have your web designer do it for you. I copied the HTML language into
my blog and let visitors subscribe that way. If you use another podcasting
service, they should supply you with the language to create this on your own.
Syndicating your podcast: So if you're going to do a radio show you'll want
listeners, right? Now I mentioned that if you use a service like Audio Acrobat
the system will send the feeds for you to about 16 services, which is great, but
there's still more work you can do. First, you should consider getting a
syndication link on Feedburner.com. This way people can copy your link into
their feed reader (we'll cover this in a bit) and get updated every time you add
a new podcast. You can access this feed service at: Feedblitz (http://www.feedblitz.com).
Feed readers: If you've spent any time on the Net, you've no doubt seen those
little XML chicklets we mentioned earlier. When you click on them it takes you
to a page of confusing text, but it's the link that you want to copy and paste
into your feedreader. When we talk about syndicating a blog, this is what we
mean. The reader you have really doesn't matter and there are quite a few to
choose from. If you Google "Feed Readers," you'll pull a bunch of them up for
you to try. I use SharpReader (http://www.sharpreader.com) and love it.
Podcasting, besides being a great promotional tool, is a terrific way for you to
verbalize the passion you have for your topic. Go an inch wide and a mile deep
with your message, offer helpful advice or spout your opinion. Be creative or
controversial or a little of both. The bottom line is this: podcasting is not
only fun but it's a great way to spread the message about you and your book. Use
it correctly and you'll see even more readers beating a path to your door.
For more podcasting resources, click
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