You need to create a website with enough content for the search engines to read and know what you are about. If you write two or three paragraphs about each show and archive several months worth of these show descriptions, that will accomplish a minimum of content.

You should also consider using some topic specific articles on the website and definitely add a blog. This will also help to feed the search engines.

To attract listeners you can:

• Write and distribute press releases about your show.
• Write and distribute articles on your topics.
• Submit your website to directories.
• Submit your blog to blog directories.
• Submit your podcast feed to podcast directories.
• Put ad in ezines and on related websites.
• Try Pay Per Click advertising.
• You must set up a ‘Link to Us’ page with text links and graphics for your fans to grab and use to link to you.
• You may also want to try setting up a link exchange directory and trade links with complimentary websites.

When you have your voice over expert create your show intro and commercial segues, you will also want to order a 30 second show promo that can be traded with other show hosts. The promo should identify your show name, topic and web address.

Definitely consider promoting your show offline. Put your web address and show title on the back window of your car in vinyl letters. Carry business cards with listening instructions with you and pursue every opportunity to appear as a guest on offline radio programs.

I’ll be staying in touch with regular tips, tricks, tech and promotional updates. Internet Radio is booming and as I spot trends or learn something new that can help you, I’ll be sure to share it with you.

Justin Kaiser
Creative Identity Group

I get asked all the time, how do you find a sponsor?

I’ve been blessed. We aren’t always sold out but we do always have some level of support each month.

I want to be sure to warn you. You won’t be getting rich from selling ads on your show. Internet Radio is still new and advertisers really need to be educated about the value of placing ads on internet radio shows - so be prepared to educate and sell on a regular basis.

If you don’t like selling, you may want to seek out and hire an advertising manager who will do the selling for you in exchange for a percentage of the income. (Usually at least 20%)

To begin your search, take a good look at your target listener.

Who are they and what are they interested in. If you have chosen a tight focus like I recommend, this will be an easy step.

If you’re producing a show about children - you know that there are any number of businesses out there that want to market to parents.

Brainstorm and list some products and services that your listeners would be open to hearing about during your show.

Go to the web and search for companies that offer these products and services. If they offer an affiliate program, you should definitely sign up and look for ways to promote them on the website and during the show. If they do not offer an affiliate program, they are a good lead to add to your contact list.

Now, you or your advertising manager needs to do some simple research. Find a phone number (look in the whois) and call to find out who is in charge of marketing or advertising. Ask to speak with them.

You don’t have to press a hard sell during the first call. You’ll want to just ask them a couple of things.

Have they ever thought about advertising via internet radio on a show that reaches their target market?

Whether they say yes or no, you can ask them if they would they like to receive some more information.

If they say yes, you can ask for their email or snail mail address and promise them some information about your show, target market and advertising rates.

Don’t worry about being a pest. You are offering them a valuable opportunity to reach their target market. The worst that can happen is that they say no thanks

You may find that as you create your show website, send out an initial press release and start creating a buzz for the launch, that advertisers come to you to ask about your ad opportunities. I’ve seen it happen more than once.

If you have trouble attracting sponsorship, it may be a sign that you need to go back to the drawing board and rething or tighten up your topic.

Justin Kaiser
Creative Identity Group

If you’re creating a show to highlight your own skills and services, you will probably want to keep the focus on you.

For other show ideas, you will add variety and expand your reach by inviting others to contribute content on an occassional or regular basis.

I didn’t start out that way, it actually developed slowly over time. When I realized that having a committed team of high quality experts means that there is about 15 minutes of ready to go content for every show - I made permanent arrangements.

Here’s a very valuable tip for the new show host: Don’t make any commitments when it comes to sharing your show time with anyone else.

Listen, this is your baby we’re talking about. It’s your show idea and you want to make sure that it carries the flavor you intended. The last thing you want is to end up feeling like you have to use someone’s bad or just plain boring content just because you have a hasty promise.

When someone approaches you with an idea for your show, stick to this reply: “My show is about (fill in the blank) and if you can show me how your idea connects with my target market, I would love to give it some consideration.”

Always, always turn the responsibility for making it fit back on the person who is asking. It’s not your job to make their ideas work for your show, it’s the other way around. If they can’t convince you that it’s a good fit - it doesn’t stand much of a chance of appealing to your precious listeners.

This goes for guests and possible expert contributers alike. Stand tough and make sure that every show is one that you will be proud of.

A last thought, don’t get bogged down in trying to craft the perfect format. You will likely find that you will want to change some things that you do in response to listener feedback, so the sooner that you can get your show on the air, the sooner that you’ll get this great feedback

Justin Kaiser
Creative Identity Group

Sit down and start to jot down your ideas for individual show topics. Give yourself about a half hour and you should be able to identify at least a dozen different topics. If you can’t - you may be in trouble.

Now don’t get scared… first of all there are no rules about how often you have to publish a show.

You can choose to publish a new show a couple of times each week or only once every other week. It really is up to you.
Just get on a schedule and try to stick to it. Whatever you choose, be sure to let your listeners know how often to expect to have something new to listen to - and be ready to hear pleas for more!

If you’re going to opt for weekly - you should have a pretty good size list of topic ideas to work with. If you’re going monthly, you’ll have lots of time between shows to develop your ideas.

Now, how long will your show be? Listener’s attention spans are short - especially online, so I do advise my students to consider their choice about length carefully. Some podcast programs are only ten minutes in length, easy for the listener to consume on a coffee break. There is no right or wrong, just a personal choice.

Ask yourself what your potential listeners are like. Are they on the move? Do they travel a lot? I love to have plenty to listen to in the car when I’m on the road so I like longer programs.

When you know how often you will publish and how long each show will be - you can start to plan out your content.

See you tomorrow with my thoughts on that!

Justin Kaiser
Creative Identity Group

I’ve realized in the last two years that selling ads is just one reason to launch a show. One of many great reasons!

The internet is all about content and we know that the key to reaching our target marketing is to provide them with interesting, original content. So we create websites, write articles, create blogs, write newsletters, etc.

Taking our content and sharing it via an internet radio show or podcast is a natural next step for anyone who wants to reach others with their message.

Probably the number one reason for starting a new show that I hear from my coaching clients is to establish their position as an expert in their field - and it works.

People have a tendency to believe what they hear and they grow to trust those who they hear from often.

Anyone who provides coaching or consulting would be a natural for internet radio. They can model what they do for their listeners, creating a warm market of interested prospects that they can further market their services to.

Not all hosts are motivated by profit. Some create shows to promote an interest or cause that they are passionate about. Others are just having fun talking about a hobby.

The good news for all of us is that it is possible, more today then ever before, to get started with very little
up front or ongoing expenses.

Whatever your reason, internet radio and podcasting provides you with a new way to reach the people you want to reach online.

I know that some of you are intersted in hosting a show but really don’t have a clue what kind of program to create.
Tomorrow I’ll share some great ideas - maybe a few will appeal to you.

Justin Kaiser
Creative Identity Group