Marketers are listening. At last, podcasting is a thing at Advertising Week.

Finally it’s happening. Advertisers and marketers are waking up to the great potential of podcasting.

At this week’s Advertising Week conference in New York, there’s interest, even excitement, about audio– both music and speech. Unlike previous years, when our industry was virtually ignored at this annual event, an entire morning of panel sessions has been devoted to podcasts and audio.

“We view voice as the natural next step in technology’s future,” said Julia Chen Davidson, Head of Google’s Partner Marketing this week, at the well-attended Future of Audio Summit. “It’s still very early in the adoption curve.”

“Voice is the new touch,” enthused Pandora’s VP of Ad Innovation Strategy, Claire Fanning.

Podcasting is along for ride, with Anna Bager of the Interactive Advertising Bureau (IAB) forecasting 110% growth in annual U.S. podcast advertising revenue until 2020. Many podcast listeners like the advertising they hear “and see it as a service,” she told the audience of marketing, brand and ad professionals.

“These strong numbers speak to advertisers’ increasing recognition that podcasts provide a powerful platform for reaching and engaging audiences,” said Bager in a news release. They are “tapping into the medium’s highly engaged audience.”

Interest in podcasting is enhanced by three recent broader consumer/tech trends:

– Excitement about new research and development of Artificial Intelligence and voice-activated search.

– The explosive growth in sales and adoption of smart speakers.

– Innovation and expansion of voice-assisted technology (VAT) in cars and trucks.

Dramatic changes in automotive center stacks and consoles “is going to radically change media consumption,” Tom Webster, Senior Vice President of Edison Research told a breakout session at Advertising Week. “VAT will cause an incredible spike in podcast listening.”

And yet there are obstacles, despite steady gains in overall Podcast listening.

At Podcast Movement last July, Webster, Amplifi Media’s Steve Goldstein and others righty voiced concern about problems with discovery. While most Americans are aware of podcasting, many find it difficult to find shows, or even understand how to download or subscribe to podcasts.

One promising initiative discussed at Advertising Week is Pandora’s soon-to-be-launched Podcast Genome Project, designed our help listeners find shows based on what’s being discussed. Panelist Lizzie Widhelm of Pandora told a session that its Genome will be able to recommend other podcasts based on the content of an episode.

“There will soon be a time when our podcasts will find us, instead of the other way around,” says the online music and speech radio company’s Chief Product Officer, Chris Phillips. “If we know you care about a particular topic, we can find the podcast (the needle in a haystack), and put it in front of you.”

This project along with growth in voice search and AI could prove to be next big audience accelerator for podcasters.

Richard Davies is a podcast host, producer, consultant, and media coach. He runs DaviesContent.

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“Thats a really good question” and other silly things guests say during podcasts.

This is the first of several blogs on making better podcasts. Today: how to be a great guest.

The other day I was interviewing a young woman who wanted to work on a podcast project with us.

About half of her answers began with the all-too-frequent comment, “that’s a really good question.” I wanted to reach into the phone, wag my finger and call her on it.

We all love compliments. But most of the time it’s important to mean what you say. Or, at least convince the person on the other side of the microphone that you’re sincere.

This is especially important when being interviewed on a podcast. Any experienced host can tell when you are using flattery to mask the truth.

Another frequent mistake made by podcast guests and panel members is giving long answers to questions. An interview should be a conversation, not a monologue. Keep you answer to less than 60 seconds. An interesting or provocative comment should invite a follow-up from the host.

One way for podcast guests to be more succinct is to avoid repeating their main argument twice.

A great many professional speakers, professors and authors feel the need to make a point, then say it a slightly different way, and sum-up their long-winded answer with a third version! You’d think they’d know better. But surprisingly few publishers or public relations firms offer media training to authors and clients.

A few more do’s and don’ts:

– If you’re podcast or radio show guest, beware of tangents. When possible, make your main argument first, and then give an illustration or anecdote during the second half of the answer.

  • Be direct and avoid overstating your case with words such as “amazing”, “incredible”, or “that’s so important”. Avoid bravado. Be humble.

– Listen carefully to the questions and fully engage with the host. If it’s a face-to-face interview, use eye contact to establish rapport with others. Humor is also a highly effective and often undervalued way to break the ice and establish authenticity.

  • Before an interview, ask if the show is live. With an edited, prerecorded podcast, feel free to ask for a “do over” if you’re unhappy with your answer.

– Journalists — and podcast hosts — love people who speak in sound-bites. Prior to an appearance, write down three or four brief sentences that are core messages. Rehearse them.

Good prep before an interview improves your performance. As part of this, ask yourself what you really want to say. Skilled guests know all about framing. They also understand the difference between simple repetition and finding several different ways to make a similar argument.

One way to be the guest who keeps getting invited back is to remember how friends, readers or clients responded when you first discussed a project that you were working on. If they found one particular phrase to be of interest, so will podcast listeners. They are usually hearing your “pitch” for the first time.

Next: How to ask good questions.

Richard Davies is a podcast host, consultant and media trainer. Learn more at DaviesContent.com.

Podcasts: When The Missing Ingredient Is Soul.

If you want to start a podcast, the barriers to entry are low. Good equipment is cheap and there are plenty of smart, simple “how to” guides to get you and your organization in the game.

But what most experts and consultants won’t tell you is that to be successful, your podcast needs soul. You must say something real.

The medium’s intimacy and authenticity are keys to its success. That’s why your podcast has to be three dimensional— not like one of those old Hollywood film sets with nothing behind the nicely painted fronts of stores and houses.

Your host needs should be honest, hilarious or, at the very least, a brilliant faker.

Personally, I’m not a huge fan of the hit show “Pod Save America”. But what the smart-ass uber-liberal hosts do have is soul. Their mission— delivered with passion and a dose of humor— is to save America from Trump and his fellow travelers by trashing anyone who doesn’t agree with their view of the world. You know where these guys are coming from.

Your podcast doesn’t have to come with a passionate or political point of view. But the hosts must believe what they say.

Millennials— the target audience for most podcasts— come with finely-tuned B.S. detectors. They know when they’re being duped or played.

Bragging or reminding your audience what makes you special simply won’t cut it. Deliver the goods, and do so with the minimum of fuss.

Unlike You Tube Channels, TV or even broadcast radio, podcasters don’t need bells and whistles to be successful. Most listeners start at the beginning and will stay with you for the entire show, especially if the episode is under 25 minutes.

From Dan Carlin’s “Hardcore History” to “Armchair Expert With Dax Shepard”, top-rated podcasters know that a simple interview format can work just as well as “The Daily”, “Invisibilia” and other intricately-produced programs.

Podcasts are wonderful ways to enhance your reputation as a thought leader or innovator. But when you open the mike, make sure you speak from the heart.

Richard Davies is a podcast host and consultant. His firm, DaviesContent, designs, produces, and edits podcasts for clients.

 The F… Bomb Has Become a Filler Word. How Do We Fix It?

The jump the shark moment for the F-word may have come and gone. Even the erudite David Brooks of the New York Times used it recently in his otherwise uplifting book on self-discipline and modesty, “The Road to Character.”

A four letter word that once caused shock – or at least embarrassed giggles – has become a filler word.  Something you say to fill the space between the stuff that actually matters.

It’s lost the power to shock.  Everybody says fuck.

Other filler words include “meanwhile, “like”, “basically” – and the very worst and most frequently heard –  “you know”.

Many thoughtful, well-educated people punctuate their sentences with  “you know”, you know?   The term has become the new “um”.

Those who use it in serious conversation dilute the meaning of what they are trying to say. I have a highly articulate, smart, funny friend in the financial industry who uses “you know” in virtually every sentence.  It drives me crazy. She’s probably unaware of it and I’m too chicken to say anything.

Guess I haven’t walked too far on my road to character. Sorry, David Brooks.

When hosting a talk radio show years ago, a program director pulled me aside. “You say um a lot,” he told me.  “Don’t do it. In between thoughts, stay silent. It can be kind of powerful.  People will listen more carefully to what you’ll say next.”

Great advice –  especially for a guy who loves to talk and trips over my words in a rush to say the next thing.  A little pause sounds so much better than filling in the time with meaningless filler words.

Easier said than done, you say?

Actually, no.  As soon as I became aware of what I was doing,  it was surprisingly easy to cure my verbal tic. It’s a little bit like weeding.  Almost everytime time I noticed an “um” forming in my brain I would pause and pick it out of my speech pattern.

Another tip: speak in short sentences. “Structural filler-word patterns are triggered because of the way you structure your sentences,” says writer, Anett Grant. “Using oral bullet points gives you time to think about what you’re going to say while reinforcing your main point.”

Clarity is the best friend you have when speaking.  Especially when you are serious. Weeding out the filler words is a great way to sound smart in business meetings, sales presentations and at the dinner table.

When you don’t have much to say, remain silent.

Richard Davies is a podcaster.  Hear his “um” free show, “How Do We Fix It?” with co-host Jim Meigs on Acast, iTunes and Stitcher.  He also runs DaviesContent – a podcast production house.

 

 

 

 

 

Hey, Hillary! Tell More Stories.


By most measures Hillary Clinton had a pretty good night in her first debate with Donald Trump.  But something was missing.

Her disciplined performance may have convinced wavering voters to be somewhat more comfortable with the idea of her as President.  Clinton’s cool, calm demeanor contrasted with Donald Trump’s repeated interruptions and bluster.  She was also successful in getting under his skin.

However, Clinton did little to overcome her two biggest negatives: likeability and trust.  Neither did Trump.  Both are still disliked by surprisingly large numbers of voters. 

In the two debates to come, the breakout candidate could be the one who tells the best stories.

Clinton’s strongest moment on Monday night came right at the end of the 90 minute debate, after many may have turned it off.  She raised the case of former Miss Universe Alicia Machado, who Trump had called “Miss Piggy” and “Miss Housekeeping.”

She made it personal. Her remark struck home because it was about a woman who many viewers could relate to.  

Same thing when Clinton talked about her late father and his work as a drapery maker. 

“Donald was very fortunate in his life and that’s all to his benefit. He started his business with $14 million, borrowed from his father,” she said.  “I have a different experience.”

In podcasts, the most successful moments are often the most intimate. When podcast guests share something unrehearsed, unexpected or emotional from their lives, they lift the curtain on they are and establish trust with the listener. 

All too often Clinton talks about “it” – policies and programs – while her opponent talks about “me” – himself.

Donald Trump could also be a much better storyteller. And given his extraordinary success in building his brand, it’s surprising he doesn’t know this.

Instead of talking about the “rigged system” in the abstract, Trump could share stories of the working class Americans he speaks for, who’ve seen their living standards decline in recent decades.

In the weeks to come, a personal touch potentially would have a far greater impact than his angry attacks on illegal immigrants and free trade. It would also counter the impression that Trump lacks empathy and is obsessed with his own success. 

Ronald Reagan understood this trick all too well – much to the frustration of his liberal opponents.  In debates and speeches, he always had a good tale to tell.  Skeptical voters who’d been warned that Reagan was a shallow extremist would ask themselves: “How this man be mean or out of touch when he was such a good storyteller?”

It was of Ronald Reagan’s great secrets. But then he was an old radio guy. He knew the stuff that today’s podcasters learn along the way.

Why Does This Gucci Model Look So Miserable?

  
The Thanksgiving Day newspapers landed with a thud on the front doorstep.  Even now in this digital age when most of us get our news online, the papers are stuffed with expensive colorful circulars and retail ads. 

Most of the mass-market pitches are bright, loud and pretty straightforward, proclaiming “Black Friday Deals” and “Doorbuster” Specials.  High-end retailers push plush sweaters, eye-catching jewelry, bags and warm coats.

It’s all part of a not very subtle push for our holiday retail dollars.  But why is it that all the models for JCPenny, Macy’s and Target have nice, broad smiles on their faces, while the Gucci and Prada ladies appear to be downright miserable?

What’s their problem?  They were paid good money for their modeling gig.

I’m not a marketer, or a brand consultant. So it’s beyond me why The Dior woman is glowering from behind a fancy pair of sunglasses on page 3 of The New York Times and the Sauvage fragrance guy on the back page looks like he’s about to punch somebody out.

Huh?

Who wrote the memo that it’s hip, edgy or in-the-know to look like you’re having a crappy day?  Does dystopian angst help the elite-tailers sell more stuff?

Come on. It’s Thanksgiving. Be happy and express some gratitude. 

Most of us are blessed with love and a measure of prosperity.  Even those who rule at the fashion fortresses could offer something that’s less forbidding and cold.  

  Above:  JC Penny circular. Top: Gucci ad The New York Times 11/26.