👂🏻How to Listen Like a Marketer

Go beyond market research to find what inspires you.

Hi hello! Wil here to talk about one of my favorite practices for anyone who works in podcasting: listening like a creator, inspired by Francine Prose’s (no for real, her name is that perfect) Reading Like a Writer. You can apply this sort of practice no matter which podcasting hat you’re wearing — it’s my #1 tip for new sound designers — but today, for our lovely little PMM, we’re focusing on marketing.

Podcasting is one of the only mediums in which creators can loudly say they do not engage with other works in their field, and that’s weird. People treat that like it’s normal, funny even, but I’ve always found it gauche at best and really disrespectful at worst. I love audio. I hope everyone creates here loves audio! And I hope you know how much you can learn from your peers.

But if you don’t just yet, don’t worry. That’s what we’re here for.

What is listening like a marketer?

Listening like a marketer is a method of close listening to a podcast — not just for content, but for what makes it work. The goal here is (1) taking an episode, a moment, or an ad read that sticks with you; (2) figuring out why it sticks with you; and (3) figuring out how to translate that stickiness to your own podcast. This is not about stealing or plagiarism, to be clear. I know my hbomberguy ouvre. This is about being inspired by your peers and making your own work better.

You don’t become a better writer by never reading. You don’t become a better filmmaker by never watching films. You don’t become a better musician by never listening to music. You gotta understand that the same remains true here.

How to listen like a marketer

When I do this practice, I do a kind of three step cycle that I can repeat over multiple shows, episodes, etc. I don’t write these steps down, but I encourage you to as you’re starting out! Taking notes can be super helpful here.

What’s stuck with you recently, or that you’ve really enjoyed. If you don’t have one in mind, first off, why? Second off, go do some basic market reseach and listen to other shows in your niche until you find one you like.

Listen to it once as you typically do, but try to make notes of timestamps that stuck out to you. And vitally, for this specific practice: do not skip the ads and CTAs. Those are going to be vital here. Listen until you can find ads and CTAs you like!

For this practice, we’re going to talk about ad reads and CTAs, but trailers are also great for studying, and so are episode 0s!

🎧I really love the recent in-universe promo swap ad read for Wizard Seeking Wizard by Josie’s Lonely Hearts Club. I’m also a huge fan of Jeffrey Cranor’s ad reads on Within the Wires, which are so beloved, you can listen to them individually on the Patreon. For a more standard ad read, ICYMI never misses. Pop open any episode and you’re set.

Step 2: Find what sticks

Now, go back to those timestamps and really listen. What’s making it work for you? Is it the copy the speaker is reading off of — or maybe a moment of the speaker organically riffing? Is it the way the speaker is speaking — casual, professional, direct, humorous? Don’t focus on whether or not it makes you want to follow their CTA. What we’re focusing on right now is what sticks out in your memory.

🎧For Josie’s up above, I love that the ad is within the fictional universe, directly corresponding to the recent plot points. For Within the Wires, I love the absurdity of the copy and Cranor’s gentle deadpan delivery. For ICYMI, I love how good the hosts are at making scripted things sound casual, lived in, and organic — breezy, cute, and cool.

Step 3: Make it stick for your audience

So, what did you learn that you liked? I learned that I like ad reads and CTAs that are out of the box and inventive, or ones that sound chill and genuine. You might find that you prefer serious, meticulous takes. I’m a big fan of music under my ads, and I love a little editing and sound design thrown in. You might like more straightforward reads with less clutter.

None of these tactics is better than the other. The ✨magic✨ is in finding what speaks to you and letting that inform your choices for your own show. We have always known that enthusiasm is one of the clearest things that comes through a podcast — whether it’s high or low. Use what you’ve learned to try new things with your own podcast’s marketing! Broadening your horizons of what you actively listen to will broaden the horizons of what you can think up for your show.

Do you have a favorite ad read or CTA on a podcast you’ve heard? Let us know!

✨ More Magic

• Screaming crying throwing up (complimentary) about Hello from the Magic Tavern, a show I literally named one of my cats after, getting an ANIMATED SHOW by SAM ROCKWELL’s studio! Hello?! Are you kidding me?! Obsessed, in love, thrilled.

👆🏻🧙🏻‍♂️Usidore the Blue, Wizard of the 12th Realm of Ephysiyies, Master of Light and Shadow, Manipulator of Magical Delights, Devourer of Chaos, Champion of the Great Halls of Terr'akkas. The elves know him as Fi'ang Yalok. The dwarfs know him as Zoenen Hoogstandjes. And he has two brothers named Mozzarella and Mr. Jerry Garcia. We mostly call him Big Baby.

• Speaking of pets! Lauren's newest podcast list for Lifehacker is all about the best podcasts for pet people!

• AND she’s got another up about optimism!

• Don’t forget to sign up for the International Women's Podcast Awards! Entries close on March 28th.

• Sounds Like Impact gave Tink a nice shout out here! We’re honored!

🎙️From The Desk of Tink

I Seduce the Dragon is a new D&D actual play podcast, and it is SO FUN. If you’ve never played D&D, don’t worry — this is the perfect first dive in for you. Listen in as this group of brilliant and hilarious milennial women embark on an adventure of storytelling and friendship, with killer editing and engaging characters. Their tagline is, “A rocket scientist, a cowgirl, a p*rnstar, and a mom walk into a dungeon ...” What more could you ask for tbh? Shreya also pointed out that their episode 0 rules — a great addition to our last edition.

Next week, Shreya returns with more marketing magic!

—Wil🦇