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The Purple Principle

US politics fans rejoice! This month we’ve given a promotional health check to The Purple Principle from the team at Fluent Knowledge. Our experts have identified a few areas where they could sprinkle some extra marketing magic but, overall, we think they’ve done a superb job and offer podcasters everywhere a great template to consider drawing upon.

Social Media

The social media pages for your podcast are your shopfront. Passers-by might glance your way and you have a few seconds to catch their eye. What do they see? Is it a wall of text and emojis; or images, videos and plenty of activity? Having an engaging timeline adds credibility to your show and helps to attract potential listeners.

What we liked

Looking at their Twitter page, the team behind @purpleprincipl have used a combination of text, images and audiograms to present a vibrant timeline. They are showcasing their content effectively and their pinned tweet is a doozy – revealing the podcast was recommended by The New York Times.

What we recommend

One thing that’s worth considering is focusing on someone else’s podcast in your feed. It might sound strange, but the simple act of giving a shout-out and engaging with another political podcast, TV show or publication will help to reinforce that you’re part of a content community – and listeners love being part of a community. It could well also mean that these publishers return the favour, and suddenly you have new audiences coming your way. Think about your own personal social feeds: are they full of just your posts or are you always sharing others’?

Cover Art

Think of your show’s cover art as your opening batsman or star quarterback – they’re the most important player on the pitch when it comes to podcast promotion and make finding your podcast – and winning new listeners – easier to do. 

What we liked

There’s no doubt about it, this is high-end artwork that contains all the elements we recommend. It’s eye-catching, gives a feel for the tone and topic of the show and includes all the key information. It is an investment that will keep on returning value year-on-year.

What we recommend

We have very little to say on this one. If pressed – and it’s a minor gripe – for a show called The Purple Principle, it would be nice to see that colour more dominant in the design.

Show Description

Perhaps the second most important member of your promotional team, these words can often make the difference between a listen and a ‘no thanks I’ll move on’.

What we liked

In just 24 words we get to know who the show is for, what it’s about and what makes it interesting or different (“the perils of partisanship”). Anyone reading this will very quickly decide if it’s for them or not. No podcast can be universal, so cutting to the chase and making clear who the show is aimed at is a great way to grow. Your target audience will quickly feel at home and everyone else will keep looking for their perfect fit.

What we recommend

One of the many beautiful things about podcasts is that your potential audience is most of the world – there are very few geographical boundaries in a publishing sense. So, while admittedly not the primary audience, there will be many non-American followers of US politics who would no doubt enjoy the show. A simple but effective way to invite that audience in could be to change the word ‘Americans’ to ‘citizens’.

The Listener Journey

When you find listeners, you want to send them to your podcast, right? Well, not necessarily. Sending potential audiences to your website or social media page first may help them learn more about the show than your description can achieve on its own – for instance, showcasing your community of fans or a wider selection of content. And if you’re an entrepreneur with something to sell, you may want people to explore your store after they’ve listened to your show. Figuring out how and where you want to send those who show an interest in your podcast is a useful promotion technique that’s worth considering.

What we liked

On their Twitter page, the @purpleprincipl team offer their listeners two listener journeys – and neither lead directly to their podcast. These are bold moves, but we think they make sense. The first link directs to their Patreon, which doubles down on the idea that if they find their target audience, they’ll want to stick with the show – and pay for the privilege.  

The second link goes to the Fluent Knowledge website, which gives curious listeners the chance to explore their wider content. Crucially, however, The Purple Principle is 90% of what we see on the page, including a large embedded player, meaning visitors can get right down to listening.

What we recommend

To complete the listener’s journey, we’d recommend making it more obvious how they can subscribe to the show on their favourite platform once they’ve had a quick listen. We also recommend you check for broken links as, when we checked, the Patreon one was incorrect. It’s a simple error, but one that can become a costly break in your carefully constructed listener journey.

  • Listen to The Purple Principle here