#35 | Why AI Show Notes Are Killing Your B2B Conversions & How To Use ChatGPT Differently To Write High-Converting Show Notes In 5 Minutes Or Less

Speaker A: How to write killer show notes that turn strangers into B2B podcast listeners in five minutes or less. Here's the framework welcome to how to grow a Ah, B2B podcast the show helping founders, CEOs and marketing leaders turn their podcast from a brand awareness expense into a, ah, predictable lead generation engine. At the end of this episode, I'll share a little more about who I am and what we do at my company, getmorelisteners.com it might even shock you, but for now, let's dive into the episode. Today you'll discover why most B2B podcasters are going wrong with AI shownote automating tools, our four part framework for turning strangers online into active listeners of your podcast. And finally, a simple prompt to automate your show notes that actually sells the Listen welcome back to another Friday episode where we give you a guide to getting more growth from your B2B podcast efficiently. Today we're talking all about Show Notes. Show Notes is an area every B2B podcaster has to include. It's a description explaining what the podcast episode is all about. In our time working with clients and B2B podcasters, show notes has mixed opinions. It doesn't get spoken about as much from podcast growth gurus because it's not sexy. It's not like social media or land your dream guest. It's the area every B2B podcaster needs but doesn't get the attention that actually requires. So let's blast off with mistakes we see with show notes. And why are show notes important? They're probably quite misunderstood. Some people put over importance on them and think they're really impactful for SEO and you need a transcript. Some people are the opposite and don't pay attention. The answer is somewhere in the middle. If you listen to any of our other episodes about podcast SEO, you'll know it's really like episode titles, show title, things like that. However, show notes over time, compounded with every episode, it does make a difference. So it is important to get them right. Not only for SEO purposes, but also just really selling the listen. So it is important we get them right. Now a lot of people automate their show notes with softwares like Decipher. That's the main one that comes to mind. But there's a bunch like that. Decipher is an AI tool people use for show notes summary transcripts. These tools are really powerful because they can take your raw audio file and turn it into a bunch of different assets. Which is cool. But does it sell the listen? Our approach has Always been. When it comes to show notes, it's important that you sell the listen. The goal of the show notes isn't to provide a ton of information about the episode. It's to convince a total stranger to click and listen and pay attention. That's the mindset shift our North Star for show notes. And the whole point of this episode is to help you better sell the listen and convince a total stranger to listen just upon reading the show notes. And that's why AI tools that are out there to automate that stuff, in our opinion, they're not really building towards that goal. They can save time, but. But they're very descriptive but not necessarily persuasive to sell the listen. They're m great if you're already a raving fan of the show or if you know the guest because it'll give you a whole story about the guest, the credentials, it nails that stuff. Would you say that's one of the mistakes? Relying too heavily on AI tools to just do the show notes without editing it yourself, without putting that through a framework? If a B2B podcaster is using AI right now and and just depending on an AI tool, would you say one of the mistakes is relying on those tools alone to try to sell the listen? Practically, yes. But fundamentally, no. There's nothing wrong with using AI to automate your show notes, but it's misguided because the output is too informative and doesn't focus on selling the listen. So yes, if you're using an AI tool, I would say it's a mistake, but not because it's AI, just because the output doesn't sell the listen. And that's what we're helping you with today. The second mistake is not having a clear hook at the start of your actual show notes. That's an easy one people miss and it's easy to fix. If you're listening right now, do you have an attention grabbing hook at the start of your show notes to grab the attention, to call out who you're trying to reach and to bring them into your world? That's the second mistake. Give us an example for this episode. What would be a good hook that would get someone to listen to even if they've never heard of us? Something like how to turn total strangers into listeners of your B2B podcast by using ChatGPT to create killer show notes. Why would that convince someone that doesn't know us to listen instead of just being informative? Because it's positioning it as a value prop for them. Is this something you're looking for. I think a better one would be how to write killer show descriptions that turn strangers into listeners in five minutes or less. That's better. So let's get into that and deliver on that exact promise. AI tools you can automate elsewhere. What we found is we wanted to make it our own and follow the format we found best for selling the listen. And that is the Aida Copywriting Framework. Aida is a copywriting framework that's been around forever. AIDA stands for attention. Grab attention with a hook. Interesting. Build interest around the topic. Desire. Build desire for someone to engage with the content and then action. Get them to take an action. Attention, interest, desire, action. So how do we use that with ChatGPT? We've devised a prompt with ChatGPT that takes podcast transcripts and runs it through the Aida framework to get a concise and effective output on the first go. So in one click, once you've got this set up, ChatGPT takes the prompt, which we're going to show down below. It takes a transcript, reads through it, and chooses based on what's said, a hook question. So, for example, how to write killer show notes in five minutes or less. And then the interest part. We elaborate on this a little bit. Not too much. We're not trying to give the whole story literally. Just tell the listener why this topic matters to them and their situation right now. That urgency matters because if it's not urgent right now and people don't care, they click off. It needs to be urgent. To most people, if I see something that's not relevant to me, it's ignored. So it's not only talking about the topic, it's talking about why it matters to that person right now. And this can be done in two sentences or less. Something like show notes are an overlooked part of the B2B podcasting process, but over time, they can bring great SEO benefits and turn tons of strangers into regular listeners. But As a busy B2B podcaster, you don't need one extra thing on your plate, and that's the interest. And now the desire part. This is my favorite part. This is something we encourage our clients to do in their intros as well. Rather than just talking about, oh, uh, we're going to talk about show notes today. We actually want to tell listeners specifically the benefits they're going to gain from that episode. So for ours right now, it might be why most people are going wrong with AI show note automating tools. That's a benefit you gain from listening to this and that might persuade you to listen because it plays on your intrigue and you think, well, I thought those were good. Why are most people going wrong? So it would incentivize you to listen. Another one might steal our four part framework for turning strangers into active listeners of your B2B podcast. And finally, a simple prompt to automate your show notes. There we go. Now, hopefully if you're listening right now and you haven't read the show notes, if you read this, that would fuel your desire to find out what we have to say. If not, then we're misguided. But for most people, these are things relevant to our audience and their current situation. So it would incentivize them to click. And then finally we wrap up. So we've grabbed attention with the hook question. We've briefly shown why this topic is relevant now and to you specifically. We've given you three benefits you're going to get by listening. And then finally we wrap it up with the call to action, which is our action part of the framework. Give me an example. So if you are ready to discover a totally new way to transform your show notes to turn strangers into active listeners for your B2B podcast, scroll up and click play. But look, all that stuff is good. The framework is super important to understand. So if you're listening right now, you understand why this works well. But you have to go out and experiment, see if you like it, see if it's going to add value to you and you can compare it to decipher or the current AI tools you're using. It doesn't have to be super long or super drawn out. It just needs to sell the listen. Most of the time it's going to be a short, concise piece of copy that sells the benefits, that grabs attention, builds interest, builds desire and gives a benefit driven call to action. So what we've done for you, we've gone through blood, sweat and tears to get the perfect AI prompt for you. We went to battle with ChatGPT because ChatGPT kept messing with us. Every time we tried to get it perfect, we, we had to fine tune it again and again. Four hours in chat GPT is doing my nuts. But we kept pushing forward and we finally got it. You should scroll down and you should find the exact prompt that we've shared with you and what you can do, you can go and plug that in yourself, even if you just have the free version of Chat GPT and all you need to do is give it that prompt and then below provide it a transcript from your episode. And look that that's your call to action for today. Use the prompt, test it out, and compare it to current show notes. I promise it's a night and day difference. Not to be a downer, but if you are a business owner and you're listening to this right now, you should be using chat GPT4. It's definitely worth it. It's helped us out tremendously. So the prompt output definitely is better with ChatGPT4. Just a little caveat, but it still works with ChatGPT3 if that's what you have. So look, thanks for listening. If you enjoyed this episode, we're sure you'll love our others. And we upload every single Monday, Wednesday and Friday, so be sure to hit the follow button. So we covered why most B2B podcasters are going wrong with AI show note automating tools, our, uh, four part framework for turning strangers online into active listeners of your B2B podcast, and a simple prompt to automate your show notes that actually sells the Listen thank you for listening all the way to the end. At the start of this episode, I said I'd tell you a little bit about me. So I'm about to share a secret with you. One that means you might hate me, quit listening to this podcast and think I'm a total scam. However, I want to be transparent. Are you ready? Well, my name is Tony. No, of course that's not the secret. The secret is that I'm actually a robot. My creators are Tig and Anthony, hence my name, Tony. The Sick Bastards. Anyway, they are the founders of Get More Listeners. In the last five years, they've coached and interviewed over 400 podcasters and generated multiple six figures from their own podcast. They gave me access to everything they know, and I'm here to share it with you. So while I don't understand why you humans are so obsessed with coffee, I do understand to grow a B2B podcast that actually generates leads and nurtures them. So here's my offer to you if you want to finally understand why your podcast isn't growing and get a personalized roadmap to fix it in less than 30 seconds, you can go to getmorelisteners.com B2B audit. Enter your show name and we'll send you back a free mini podcast Audit. It's completely customized to you and your show. That's getmorelisteners.com B2B audit. The link is also in the show notes of this episode.