Kev Richardson's BizToolz Blog

Since I started the free audio on websites offer, I have had a number of enquiries about on-line audio, so this is certainly an area of interest. Therefore this months ‘blog’ focuses on tips about how to create effective audio messages for your website.

Why is this an important subject?

Well basically because the spoken word has an enormous power of influence over most people and that in turn can impact overwhelmingly on your response rate and therefore results. As on-line audio moves more and more from being a new feature towards being something that is more ‘expected’ by your customer/s, then the quality of the message given is becoming more and more important. Quality on-line audio is therefore an opportunity where you can gain a competitive advantage over your competition.
The first step!

The first step is that a tool is needed to record the audio. If you do not have a tool yet for this and want some high quality, simple to use yet cost effective audio recording software then click here for more detail on the software I recommend.

However in this ‘blog post’ I want to focus more on another area of interest, providing tips about how to make an effective on-line audio message.

How can I use on-line audio?

This is a common question. Well in fact there are a number of ways and formats. Putting messages onto your website is one obvious way you can use on-line audio, however think also about how you might be able to use audio newsletters and emails. Many smart marketers are using audio in these ways and achieving good results with them. When deciding on what audio format to use I suggest you use one that fits in with your personality and that you feel comfortable using. Also make sure you use a format that your customers want (you can do this by using questionnaires, seeking feedback, look at your email/website statistics, etc).

So let’s move now onto how to make effective audio messages. Here are some simple but important tips-

Content!

Like the written word, content is the most important aspect to producing an effective on-line audio message. The most important point here is to be clear about the purpose of your audio message. This might seem simple enough, but it is also the single most common area where things can go wrong.

The message to be effective must have a unique desired outcome that results in your customer doing what you want them to do. You can not achieve this unless you know what the purpose is. So before you think about recording an audio message, ask yourself “what is the one thing above all else you want your customer to do”. For example sign up, buy, read something, send your website to a friend, etc. Also be clear on what your customers are gaining. By clearly communicating what you want your customer to do and what they will gain combined with a clear call to action that results in your customer doing what you want them to do, you will immediately see great improvements in your audio message.

Connect with your audience!

It is important that you link with your customers in a positive way. In today’s world customers often doubt much of the marketing they see/hear (i.e. they are often sceptical) and I am sure you will agree, not without reason in many cases. The key tip here is to offer proof that you are genuine and trustworthy. Audio can assist enormously here. For example just by making an audio message using your own voice assists you to immediately build a direct relationship with your customers, and ultimately it is this relationship that will build the trust needed before they will do repeat business with you. Another way you can overcome customer scepticism using on-line audio is the use of audio testimonials (yes testimonials are still very powerful and still work).

Another important way to connect with your audience is passion. Many audio messages are really boring, so avoid this by delivering your message with passion. Helpful things here to assist you include watching, listening or reading something first that matches the way you want to feel when delivering your recorded audio message.

Confidence!

This is a critical element to your audio message. It is really important to be yourself when you record the audio message (trying to be someone you are not just does not work) but make sure you practice at least several times before recording. It is important to have a script prepared for this, however try to deliver it in a natural way rather than just reading the script word for word. The more you practice the more you will find this step will become easier because you will quickly become very familiar with your script. Practice before recording will also help ease any nerves, show you where rework is needed and give you that all important confidence you need.

Finally, audio should be a natural extension of a conversation you are having one-on-one with your customer - speak as though you are talking to them personally. And by the way just like most things in marketing, don’t be afraid to test your message with people you trust and then also ultimately with the public. If it is not working then treat it simply as market feedback and change/refine it and try something different.

And just repeating, make sure you have a call to action telling your customer exactly what to do and how they can do it. People really do want to be lead.

Until next time I wish you every success for your business.

Kev

P.S If you have any questions or want to learn more about putting audio on your website contact me via email at info@biztoolz.com.au .