BUSINESS
How To Structure Content People Will Love To Listen To
Go and tell a story! But how? If you've never written an audion story, here is my quick guide on a structure that just works.
Maria Chatzi, Product Owner
If you have already read our previous blog post on the do’s and don'ts of writing audio-friendly content, it is reasonable to wonder: But how do I structure that content? What comes first? Should I let them know all my degrees and education?
If these are questions you might have wondered, worry not! I have crafted for you a comprehensive guide that lays out the ideal structure your audio-message needs, so as it will successfully reach your listeners and create the emotional connection that audio has demonstrated to offer!
The structure of your content should have discernible parts and it should ensure a smooth transition from part to part. Let’s start and find out how we can build a strong skeleton and the solid foundation for your audio story!
Greeting: Address your audience and yourself. For example:
Hello {{username}}, nice to meet you and thanks for stopping by. I'm Emma, Melissa's virtual assistant. We are here to help you achieve your goals, so we made this nutrition audioguide for you.
Introduction : Briefly (approximately one sentence) explain what will the listener expect from this audioguide. For example:
I will explain to you why diets don’t work, and I will give you tips on how to achieve a balanced and healthy eating plan.
The goal of those first two sections is to grab the listener’s attention within the first few seconds as well as adding trust and credibility to your services/offering. Here are ome elements that you can add that will then help you achieve your goal:
NAME
Address them by their name
CHOICE REPEATER
Create relevancy by repeating their initial choice they made when they were brought to your website asking for guidance (
i.e. I want to lose weight/ my toddler is misbehaving/ I need personal space
)
SEGMENT
Depending on their segment, there should be an appropriate addressing. It should be different if it is about groups, families, single people etc.
PROBLEM-BENEFIT-OUTCOME
For example, if your potential lead needs help with losing weight, you can add a sentence reinstating that you are an expert on the field: I want to lose weight/build muscles/ -> Dr. Greg is a specialist in helping people to (lose weight)
RTB-REASONS TO BELIEVE If you add 1-3 mentions of your credentials, testimonials, or famous collaborations etc, you are more likely to increase trust and credibility. For example:
...Dr. Greg has helped 1000s of people
...featured on BBC, FORBES
...worked in area for XXX years
Main part: This is the essence of your audio guide. Try to follow the rules above (do’s and don'ts) so as you create engaging content for your listeners. Tips are a great way to keep the message short, dense and impactful.
Outro: This is the part of the audio guide where you conclude your content, and it should be short, maximum 2 sentences. For example:
{{username}}, step away from your usual life and saunter into glamorous Italy; we promise you will never want to return.
Call to Action (CTA): This is probably the most important part of your audioguide. Here, you are gently promoting your services to your prospective customers. Try to keep the messages authentic, short, and prompt them to contact you for booking/buying/exploring. Do not include money talks here, as tempting as it might sound.
A good example is:
{{username}}, holidays are best experienced from the comfort of a luxury accommodation. At XXX Journeys, we have been carefully handpicking dozens of desirable villas in XXX, that perfectly balance seclusion and sophistication. If your XXX passion is growing, please get in touch with us and we will be delighted to cater to your unique needs for your next holiday to XXX.
A not-so-great example is:
{{username}}, why don’t you start your transformation today and get over 200 workouts sent to you every month for as little as $1.50 a day. Subscribe today and we will send you a free gym gear worth $27. This is a limited time offer! Run to get it!
It is important to also note the structure of your call to action:
Mention their name every time you need their attention-do not overdo it, it will sound unnatural and annoying!
RTB again-reinforce your credibility, and why should they trust you.
Paint a positive picture- here you can visualise by painting the picture of what the ideal world/solution/benefit/outcome could look like.
The last sentence should be short and instruct the listener on what to do to access your services. For example: Click the button below and find the villa of your dreams now!
Structure is not only a thing when constructing world famous monuments.
And do not forget…
Of course there is always room for improvement, but implementing these simple steps and structure will certainly help you improve your audio guide quality and keep the message short, personalized and authentic. Good luck and happy producing! Our team at Aflorithmic is always happy to guide you through and help you perfect and fine-tune your content to fit your needs!
About: AudioStack is a London/Barcelona-based technology company. Its platform enables fully automated, scalable audio production by using synthetic media, voice cloning, and audio mastering, to then deliver it on any device, such as websites, mobile apps, or smart speakers. With this Audio-As-A-Service, anybody can create beautiful sounding audio, starting from a simple text to including music and complex audio engineering without any previous experience required. The team consists of highly skilled specialists in machine learning, software development, voice synthesizing, AI research, audio engineering, and product development.