Podcast Imaging — Stand out and Be Heard!
October 22nd, 2006 by 
adminAudio image? It seems like an oxymoron: how can sound create a visual, at least without the help of some very strong hallucinatory drugs?
However, audio image has been a radio industry term for many, many years. It’s not a breakthrough iPod technology that creates three-dimensional images that sway to your catchy podcast soundtrack. (We leave that to Star Trek and Harry Potter). It’s having a very definite brand identity that’s expressed in consistent sound elements.
One example of a good audio image is a well produced show introduction and outro (like Jeopardy’s infamous theme song), the so-called “sweepers” that help segue one segment or topic to the next, or a well-recognized catch phrase (like Endemol’s “Deal…or no deal?”).
These sound elements help create a kind of consistency and catchiness, which set your podcast apart from others. After all, there are hundreds of podcasts about any given theme (just check a podcast directory), and all of them claim to give solid and interesting content. But all things being equal—well-researched topics, likeable hosts and guests, excellent editing—a podcast that has an audio image looks less generic and more…cohesive. You develop a brand.
The first secret to making a good sound image is to hire a copywriter. Please note that a good feature writer is not necessarily a good copywriter. You need someone with a strong, crisp writing style who can break information into short, catchy “teasers”. Think advertising phrases and movie trailers. They deliver very concrete information in one sentence—and leave you begging for more.
So don’t start your podcast with a long-winded introduction, and wander through 20 seconds of meandering before the viewer finally “gets” your point. In podcasts, 20 seconds is an eternity. In fact, you have to grab their curiosity and get them in the mood within the first five sentences, then pull them in for the ride, building momentum for the next minute.
Those first 20 seconds will determine if they’ll stay around long enough to hear your 20 minute podcast. So keep these things in mind:
Your music should be distinctive and related to the podcast’s theme or mood. Your sentences should be short, crisp, and to the point. Edit unnecessary words and keep your words simple. Avoid abstract phrases. For example, “This podcast is all about disciplining your children with love, understanding and firmness” just flies over the person’s head. Instead, try, “Parents, are you having trouble disciplining your kids? You don’t have to spank. You don’t need to scream. You just need our tips!” See the difference?
Put yourself in the reader’s shoes. Why would they need this information? What would make them say, “Oh my God, this blog has exactly what I need!”
Look at your demographic and the image that would most appeal to them. A young teen audience would probably want something funky, while businessmen want something more conservative and “authoritative”.
Create a consistent theme. Your intro, extro and segment segues should sound similar. If you have a slogan, find a way of working it periodically into the script.