Why must you create a content material worth proposition to your podcast or channel? I’m going out on a limb right here to make an assumption: you’re a creator, so that you don’t like gross sales. Nicely, except you’re the host of the “I Flippin’ Love Gross sales” present, in fact. During which case, I’m sorry.
But when it’s not, I’m much more sorry to say that each podcaster is a salesman.
It doesn’t matter that you simply’re not charging for it. Your podcast is free. I do know.
However consideration isn’t. Consideration is restricted, similar to cash, and also you’ve obtained to persuade each listener to provide you some.
That’s gross sales. You’re promoting your content material in alternate for minutes of their day.
The excellent news is that gross sales are simpler (and much much less sleazy) than you assume. For us, as content material creators, the core of it’s this: one good worth proposition.
A very good content material worth proposition, tied with a strong image of your splendid listener, makes it a no brainer for any informal browser to pay attention and subscribe to your present. That is the way you appeal to of us in droves and develop your viewers.
On this article, I need to get deep into worth propositions. I’ll cowl what they’re, what they imply for podcasters (and content material creators normally) and how one can discover yours.
Able to create some worth? Let’s have a look!
What’s a Worth Proposition?
In plain English:
Worth proposition = what your listener stands to achieve by listening to you
A worth proposition builds upon the 2 different key viewers development ways: discovering your splendid listener and discovering your uniqueness. Right here’s the way it works for me:
- Who is your ideal listener? Who, very particularly, are you talking to?
- What makes your show, and YOU, unique? Ie. Why YOU and never one of many different dozen reveals in your matter?
- Create a worth proposition primarily based on what YOU, particularly, can supply that splendid listener, particularly.
I do know, I do know… I’m hammering the ‘specifics’. But it surely’s as a result of that’s the worth (ahem…) right here. Too many reveals have a very imprecise worth prop, just because they haven’t taken the time to assume by means of all three phases. It’s exhausting!
Why the Specifics Matter With Your Content material Worth Proposition
For instance, the worth proposition of which you’ve learn 100 variations on 100 completely different matters:
On the Final Well being Podcast, Bob and Kate will educate you about how one can eat healthily so as to really feel happier, more healthy and enhance your life.
Zzzzzz…. standard.
The one particular right here is the subject. And even that’s fairly basic. As a substitute, what about this:
On the Final Athletic Well being Podcast, Bob, an ex-Olympic powerlifter, and Kate, a seasoned gymnast, debate and simplify the newest analysis on wholesome consuming, providing usually opposing takes on what it takes to eat healthily and energy your coaching. The tip result’s which you can perceive the newest analysis on diet, and check out the recipes and mealplans that the daring duo share on the present.
Uniqueness, listener concentrating on and profit!
Immediately, you’re intrigued by the battle between powerlifting and gymnastics. They’ve discovered their uniqueness primarily based on their background, and so they use it. It stands out amongst the wealth of wholesome consuming reveals.
The best listener is extra particular, too. Not simply anybody seeking to eat healthily, however an newbie athlete who desires to know how one can gasoline their coaching.
Schooling isn’t a superb worth proposition, and leisure isn’t sufficient. You want the specifics—particular concentrating on and particular advantages for that focus on.
Now we’ve obtained the specifics down, how can we flip that into a worth proposition?
Find out how to Create Your Content material Worth Proposition
Okay, let’s begin making your personal. Listed below are just a few steps to start with:
- Are you able to state one downside your splendid listener (otherwise you!) will most strongly establish with?
- Are you able to inform them particularly the way you assist them clear up that downside?
- Are you able to relate why you’re the one they need to come to for that resolution? Why are you distinctive?
- Are you able to add some actionable takeaways to the combination? What are you able to present to assist them DO SOMETHING with the knowledge you’ve given them?
The Downside
On number one, our wholesome consuming duo solves a significant downside for athletes: on this planet of diet, the analysis retains discovering new issues. How do I sustain with it and perceive the outcomes?
The Answer
Then, on quantity 2, they make clear how they clear up it: by protecting the analysis, debating it over very completely different viewpoints, after which, translating it for the listener.
Your Uniqueness
On quantity 3, I lined that above – energy vs grace. No matter your sport, you’ll establish with both sheer energy or dynamic motion, otherwise you’ll be fascinated by how they may have the ability to discover a steadiness of each.
Their Job
On quantity 4, our pair make this actually clear by means of their recipes and meal plans. There’s little doubt, as a listener, that I’m going to have one thing to DO, instantly.
I really like pondering this stuff by means of—it’s actually fascinating to determine how one can use your uniqueness, discover your angle, and switch that into motion. That’s considered one of my uniquenesses! I’m a instructor by background, and I can’t stand it when my learners can’t do one thing with what they be taught.
So, when you’re nonetheless battling figuring these things out, from splendid listeners to uniqueness to worth props, then be part of us within the Podcraft Academy.
Our planning and launch programs can actually assist you to nail this all down.
On high of that, our four-minute suggestions characteristic permits us to supply steerage in your content material worth proposition, and also you’ll discover accountability instruments in there to maintain you impressed, motivated, and organised far into the longer term.
Our free Podcast Planner tool will get you arrange with your personal personalised program, too!
Closing Phrase: In Defence of Gross sales & Impression on the World
When you’re like nearly all of podcasters I do know, you in all probability baulk a bit of at how… salesy all of it seems. I get it. Me too.
However, right here’s what you need to keep in mind.
Even when your mission is solely to assist folks, with no hope of getting something again, they nonetheless have to be ‘offered’ on taking the assistance. They have to be offered on shopping for into it.
The higher salesperson you grow to be, the extra folks you’ll be able to assist, and the larger influence you’ll be able to have on the world.
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