Live Coaching: Clarify Your Podcast Name and Tagline (TSO) to Get More Traffic

Hey Friend!

Are you stuck deciding on a name for your podcast? Perhaps you already have a name for your podcast, but you are struggling to grow your listeners and get consistent traffic to your podcast. Can’t seem to put together a tagline that clearly communicates to listeners what your podcast is all about? Perhaps you already have a course, but you haven’t made any new course sales since launching your podcast. Puzzled as to why your course isn’t selling despite your effort to share it on your podcast?

Here is a live coaching snippet from Podcast to Profit, my six-month group coaching program for podcasters. Two students inside this live coaching have the same questions and concerns about their podcast name and tagline. I help them clarify their podcast name to attract their ideal listener and in turn, get more traffic to their podcast and grow their downloads.

Together we write a clear, specific tagline that tells what their podcast is about to attract their ideal listener. That way, when they share their course on the podcast, their listeners are already interested and ready to buy.

No matter where you are in your podcasting journey, this coaching will help you gain clarity when naming your podcast and writing your tagline. This will increase your podcast’s traffic, interest, and faithful listening audience, as well as downloads and sales for your course or coaching program.

Clarify Your Podcast Name

Inside Podcast to Profit, Jacqueline asks Stef about changing her podcast name. Jacqueline’s podcast title was Freedom through Passive Profits with the TSO statement of “Build a passive profitable business with Etsy digital products.” Jacqueline began her podcast a month ago and has nearly hit 2,000 downloads. Jacqueline came into Podcast to Profit already having a course; however, since launching her podcast, she has made no course sales. 

Stef’s Answer:  A podcast title such as Freedom through Passive Profits is elusive and not clear as to what that means. With a podcast title such as this, someone will ask, “Freedom from what? And Passive Profits? How?” Let’s clarify your podcast title to Passive Profits on Etsy. Now this podcast title tells exactly what you teach which is how to make money passively with an Etsy store. 

Clear podcast titles draw listeners to your podcast because they know what it is about. They can decide, based on the title of your podcast, whether they want to listen or not.

BONUS TIP WHEN YOU SELECT YOUR PODCAST NAME

As you name your podcast, do not include “Podcast” in your title. “Podcast” should not be included anywhere in your podcast art or title. It isn’t necessary to say “Podcast” because it is clearly a podcast since listeners are already searching and listening on a podcasting app. 

What Is a TSO Statement for Your Podcast?

What is a TSO Statement?  A TSO Statement stands for “Tactical Specific Outcome Statement.” These are included as a tagline on art or your website and are not SEO searchable since they are seen on podcast art. The TSO Statement tells your listener in 10 words or less what your podcast is about and what they will achieve by tuning in to listen. 

Here’s a fantastic training on How to Build a Tagline or TSO Statement on a Podcast. Get clear and niche down on what your podcast tagline and business promise should be.

After Clarifying Your Podcast Name, Write a Clear TSO Statement to Drive Traffic

After Jacqueline clarified her podcast name to Passive Profits on Etsy, her next step was to write a clear TSO Statement for more traffic to her podcast. Her original TSO statement was “Build a passive profitable business with Etsy digital products.”

Jacqueline’s Question:  I chose to focus on selling digital products on Etsy because I became a top 1% Etsy seller by selling digital products. When I did the market research, what came up was people just had no idea where to begin. They have no idea how to start selling digital products on Etsy.  How should I include this in my TSO Statement?

YOUR PODCAST NAME AND TSO MUST BE CLEAR

Stef’s Answer: As simply as you said, your TSO statement should be “How to Sell Digital Products on Etsy.” Someone seeing that tagline will say, “I can build an Etsy store with Jacqueline and it will make money. That feels really good to me.” They will find your podcast, push play, and listen because they are thinking, “I just want to start a little Etsy thing and sell digital products.” Your podcast has the how-to answers for them.

When your podcast title and TSO statement are vague or confusing, you lose potential listeners and fans because they don’t understand what you talk about in your podcast. If they do push play and listen, you must work extra hard to sell people on the fact that it’s Etsy and then you have to sell people on the fact that it’s digital products on Etsy. This is why your course isn’t selling.

Instead, be clear and say, “Want to make money on Etsy selling digital products? This is the podcast for you,” and then lead into your offer. Stay consistent in creating fantastic content around selling digital products on Etsy to keep serving your audience, and in return, your offer will sell.   

Writing a Fun, Punchy TSO Statement to Attract New Listeners

Jenna’s Question: Inside Podcast to Profit, Jenna also asked Stef about auditing her podcast name and TSO Statement. Jenna has a podcast called Fit Postpartum Mom. She wondered if she should mention “C-section moms, repairing her core, getting stronger, and being fit again like they were prior to children” in her TSO Statement. 

In her market research, her audience says things like “getting stronger and being able to keep up with my kids as they get bigger and faster.” They want to repair their cores to prevent injuries and maintain good posture, but they don’t realize this until they find Jenna. They understand that their cores are important and want to eliminate their postpartum pooch.

Stef’s answer: The name of your podcast is amazing. We know that your podcast is for postpartum moms. We also know why they should listen: they want to be fit again. There are no surprises here. They know exactly what they will get when they push play to your podcast. What is not covered is that they want to strengthen their core and beat the postpartum pooch. 

Can you have fun with a punchy TSO Statement like “Beat the Postpartum Pooch” to attract new listeners? Or should it be something like “Repair your core after pregnancy or C-section” or “Regain your strength after pregnancy starting with your core”? 

As long as your podcast title is super clear, which Jenna’s is, you can have a bit of fun and be cheeky with your TSO Statement. I love “Beat the Postpartum Pooch.” It’s clear, but if you feel another tagline fits her better such as “Simple Strength Habits” go with that.

Your TSO Statement Will Change as Your Business Grows

You will change your TSO Statement regularly, probably once a year. So create a TSO Statement and then bless and release it. Don’t hold yourself back by thinking that you can’t ever change anything. 

Growing a business, launching a podcast, and creating online courses are all about changing things. As you grow and help more people, you will get clearer on your TSO Statement and what you do. Your audience will tell you what your content will be because they will be asking you questions. You have to start somewhere with the first TSO Statement. 

I pray this blesses you!

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RELATED EPISODES:

LIVE Coaching: What Should My Offer Be? Should I Change My Podcast Name?

Get Unstuck! Live Student Q&A Coaching on Taglines, Niche, & Monetization

How to Build a Tagline or TSO Statement on a Podcast