Beyond the Cover Art: How to Write a Podcast Description That Gets Clicks on Apple Podcasts

Your podcast is amazing, but is your description? Learn how to use compelling copy and smart SEO to make your podcast irresistible and get discovered by the right audience.

Tips for Crafting an Engaging Podcast Description for Apple Podcasts

Your podcast description is one of the most critical elements of your show’s marketing. It’s your elevator pitch, your SEO goldmine, and your first chance to convince a potential listener to press play. On a platform like Apple Podcasts, where thousands of shows are vying for attention, a well-written, engaging description can be the difference between a new subscriber and someone who scrolls right past. This isn’t just about summarizing your show; it’s about telling a story, setting a tone, and using the right keywords to ensure your podcast gets discovered by the right audience. This guide will walk you through the essential tips and strategies for writing a podcast description that doesn’t just inform, but truly engages. ✍️

The “How To” of Writing Your Podcast Description

A great podcast description is a blend of creative writing and strategic marketing. It’s a delicate balance of being compelling and informative, while also being optimized for search.

1. Start with an Irresistible Hook: The first sentence of your description is the most important. It needs to grab your reader’s attention immediately and tell them exactly what your show is about. Use a question, a bold statement, or a surprising fact to draw them in. For example, instead of “This is a show about business,” try, “Tired of the corporate grind? We’ll show you how to build a business that gives you freedom and purpose.”
2. Clearly State Your Value Proposition: In the next few sentences, tell your potential listener what’s in it for them. What problem do you solve? What benefit do you provide? Your description should answer the question, “Why should I listen to this show?” This is your chance to highlight your unique angle, your expertise, and the transformative experience your show offers.
3. Incorporate Keywords Naturally: Think like your ideal listener. What words or phrases would they type into the search bar to find a podcast like yours? Sprinkle these keywords throughout your description in a natural, readable way. Focus on keywords that define your genre, your topic, and your target audience. For a show about fantasy books, your keywords might include “fantasy,” “book reviews,” “world-building,” and “author interviews.”
4. Use Formatting to Improve Readability: Long, dense blocks of text are intimidating and hard to read, especially on a phone. Use short paragraphs, bullet points, and bold text to break up the description. This makes it scannable and easy for a reader to quickly digest the key information.
5. Write a Call to Action (CTA): End your description with a clear call to action. Tell your audience what you want them to do next. This could be, “Subscribe now and never miss an episode,” or “Listen now to unlock your potential.” This simple instruction can significantly increase your conversion rate.
6. Include a Show-Specific Summary: In addition to the main description, some platforms allow for a shorter “show-specific” summary. Use this space to create a punchy, one-line summary that reinforces your core message and includes your most important keywords.

10 Tips for an Engaging Podcast Description

1. Keep It Updated: Your description is not a one-and-done task. As your show evolves, so should your description. Update it with new segments, a change in host, or a new season.
2. Highlight Your Host(s): Mention who you are and why you’re an authority on the topic. People connect with people, so a personal touch goes a long way.
3. Include Social Proof: If you’ve been featured in a magazine or have a glowing review from a listener, mention it. Social proof builds credibility.
4. Use Specific Examples: Mention specific topics or guest names to give a potential listener a better idea of your content.
5. Speak Your Brand’s Language: The tone of your description should match the tone of your podcast. If you’re a comedy podcast, be funny. If you’re a serious one, be serious.
6. Avoid Jargon and Buzzwords: Unless your audience is highly technical, avoid confusing jargon. Write in a way that’s accessible to a new listener.
7. Check for Typos and Grammar: A poorly written description can signal a lack of professionalism. Proofread your description carefully before publishing.
8. Leverage Your Episode Descriptions: While the main show description is key, don’t forget to write compelling descriptions for each individual episode.
9. Ask for Reviews: You can subtly encourage listeners to leave a review in your description, which is a great way to boost your show’s ranking.
10. Analyze Your Competitors: Look at what the top podcasts in your genre are doing with their descriptions. What can you learn from their approach?

10 Benefits of a Great Podcast Description

1. Improved Discoverability: A keyword-rich description helps Apple Podcasts’ search algorithm find and recommend your show to the right people.
2. Higher Click-Through Rate: A compelling hook and clear value proposition will entice more people to click on your show.
3. Attracts the Right Audience: A well-written description acts as a filter, attracting listeners who are genuinely interested in your topic.
4. Better Listener Expectations: A clear description sets the stage for what your show is about, reducing the chance of a listener being disappointed.
5. Enhanced Branding: The language and tone of your description reinforce your show’s brand identity.
6. Increased Credibility: A professional, well-written description signals that your show is of high quality.
7. Saves Time for Listeners: A good description helps potential listeners quickly decide if your show is a good fit for them.
8. Boosted SEO: Optimizing your description with keywords not only helps with Apple Podcasts search but also with search engines like Google.
9. Higher Conversion Rate: A clear call to action and a compelling summary increase the likelihood of a reader becoming a subscriber.
10. A Strong Foundation: A great description is a powerful tool you can use on your website, social media, and marketing materials.

Pros and Cons of Writing Your Own Description

Pros:

1. Full Creative Control: You can write a description that perfectly captures your show’s voice and personality.
2. Cost-Effective: You save the money you would spend on a professional copywriter.
3. Authenticity: The description will feel genuine because it comes directly from you.
4. Quick Turnaround: You can write and update your description on your own schedule.
5. Deeper Understanding of Your Show: The process of writing a description helps you clarify your own message and value.
6. Direct Connection to Content: You have the most intimate knowledge of your show, making you the best person to describe it.
7. Flexibility: You can make small tweaks and updates without consulting a third party.
8. Skill Development: Writing a compelling description is a valuable skill for any content creator.
9. Brand Consistency: You can ensure the description aligns perfectly with your brand identity.
10. Sense of Ownership: The final description will feel truly your own.

Cons:

1. Lack of Professional Expertise: Without copywriting experience, you might not know how to craft a truly compelling, SEO-optimized description.
2. Objectivity Issues: It can be hard to objectively describe your own show and its value.
3. Time-Consuming: Writing a great description can take a lot of time and effort.
4. Risk of Keyword Stuffing: A beginner might try to cram too many keywords into the description, making it sound unnatural.
5. Missed Opportunity: A poor description can lead to missed downloads and subscribers.
6. Decision Fatigue: It can be difficult to decide what to highlight and what to leave out.
7. No New Perspectives: A professional copywriter can bring a fresh perspective and new ideas to your description.
8. Potential for Typos: Writing and editing your own work can lead to missed typos and grammatical errors.
9. Hard to Find the Right Tone: It can be difficult to strike the right balance between being professional and being engaging.
10. Opportunity Cost: The time you spend on writing your description could be used for creating more content.

Case Studies of Engaging Podcast Descriptions

1. My Favorite Murder: Their description is simple, funny, and tells you exactly what to expect from the hosts and the content. It’s an excellent example of brand-tone alignment.
2. The Daily: The description for this daily news podcast is a clear, concise statement of purpose, highlighting its authority and unique format.
3. 99% Invisible: The description uses compelling language to describe the show’s unique premise, “a podcast about the unseen and overlooked architecture and design that shape our world.”
4. SmartLess: Their description is short, witty, and focuses on the high-profile hosts, using their names as the primary hook.
5. The Minimalists Podcast: Their description uses keywords like “minimalism,” “intentional living,” and “less is more” to attract a specific, values-driven audience.
6. The Tim Ferriss Show: The description is a long, detailed summary of the host’s expertise and the show’s format, positioning it as a resource for “deconstructing world-class performers.”
7. Niche Pursuits Podcast: This description is a masterclass in B2B copywriting, clearly stating the show’s purpose and the value it provides to its target audience of entrepreneurs.
8. The Moth: Their description is a simple, elegant statement about the power of storytelling, highlighting that the stories are “true and told live.”
9. Hidden Brain: The description for this science podcast uses a hook to pull the reader in, “a podcast that helps curious people understand the world,” and then explains its value proposition.
10. Radiolab: The description uses sensory language like “sound-rich” and “stories” to describe the show’s unique production style and its focus on science and big ideas.

Key Takeaways for Your Description

1. Your podcast description is an essential marketing tool.
2. Start with a strong hook to capture attention immediately.
3. Clearly state your show’s value proposition.
4. Use relevant keywords to improve discoverability and SEO.
5. Break up long text with formatting to improve readability.
6. End with a clear and compelling call to action.
7. The tone of your description should match the tone of your podcast.
8. Keep it updated as your show evolves.
9. Study what successful podcasts in your niche are doing.
10. A great description attracts the right listeners and sets clear expectations.

FAQs with Answers

Q1: How long should my podcast description be?

A: Aim for a description that is long enough to be informative (200-300 words is a good target) but short enough to be scannable. The first 1-2 sentences are the most important.

Q2: Should I include my podcast’s website and social media links in the description?

A: Yes, including links is a great way to drive traffic to your other platforms. Just be sure to use short, clear URLs.

Q3: How often should I update my podcast description?

A: You should review and update your description at least once a season or when you make a major change to your show.

Q4: Can I use emojis in my podcast description?

A: Yes! Emojis can add personality, break up text, and make your description more engaging, especially for a younger audience.

Q5: What are the best keywords to use?

A: The best keywords are those that your target audience would use to find a show like yours. Think about your niche, your topic, and the problems you solve.

Q6: Should I include a list of guests in my description?

A: You can, especially if you have high-profile guests. A list of guest names can add credibility and give potential listeners a taste of your show’s content.

Q7: How can I tell if my description is working?

A: You can test different versions of your description and see if there is an increase in your new subscriber numbers. Pay attention to how people find you in Apple Podcasts’ analytics.

Q8: What’s the difference between a description and an episode summary?

A: The main description is for your entire show. An episode summary is a unique description for each individual episode, which should include episode-specific keywords.

Q9: Should I write my description in a first-person or third-person voice?

A: It depends on your brand. A first-person voice can feel more personal and authentic, while a third-person voice can feel more professional and authoritative.

Q10: Can I use HTML in my podcast description?

A: While some podcast directories might support basic HTML tags (like <br> for line breaks), It’s generally best to avoid them as they are not universally supported and can look messy on some platforms.

Conclusion

Your podcast description is your show’s most powerful text-based marketing asset. By applying these tips, you can transform a simple summary into a compelling piece of copy that not only informs but also engages and converts. A great description is a magnet for the right audience and a testament to your professionalism. Take the time to craft a description that tells your story, highlights your value, and invites a new listener to join your community. It’s an investment in your show’s future that will pay dividends. 🚀

Link Resources

• How to Write a Podcast Description That Sells
• How To Write a Killer Description For Your Show
• Podcast Description Tips: How to Write, & Why It’s So Crucial!
• How to Write a Podcast Description
• How to Write the Perfect Podcast Description

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