Writing a good description is terribly important.

It doesn’t matter if it's for a radio or podcast show; the elements tend to be similar.

Effectively, the description tells a potential listener the contents of your show —giving them a reason to tune in.

Remember, you may need a description when posting the show on a radio directory or social media.

With many stations choosing to distribute their shows on third-party platforms such as TuneIn, SoundCloud or MixCloud, they also need to write descriptions for various shows.

With that short brief, let's get going...

Part 1: What is a radio show description

Quite simply, it's a short bio that introduces and gives context to a radio or podcast show.

The description appears alongside the stream player. Longer versions may appear in the site's about section. On social media, content creators must also fill out the description box.

Since descriptions are highly noticeable across the station's marketing channels, they ought to be top-notch and properly written. Therefore, sharing the most important information takes precedent. The radio show description should essentially answer:

  • What is the show about?
  • Who are the main characters or players?
  • What is the underlying storyline?
  • Where is the station or podcast based?
  • When was it founded?
  • What will listeners learn or derive from giving their time?

    With the ability to draw listeners, show descriptions are essential marketing tools. The goal is to make them appealing, attractive, and entertaining. You can make the description as long or short as needed.

Even a few lines are sufficient to pass the most important information.

Radio and podcast show description template

Troubled about writing a great radio show or podcast description?

A template can make light work of this process.

Step-by-step, let’s tackle the process sentence-after-sentence.

Sentence 1: Establish rapport

Strike an instant connection with the first sentence. The fastest way to establish rapport is to state a fact or truth. Similarly, you may acknowledge a problem plaguing the listener. For instance, your listener may be bored and searching for an entertaining show.

Here are some great first sentences from popular podcasts:

\"If you've ever wanted to know..."**

A great first sentence from the Stuff You Should Know Podcast begins by stating: "If you've ever wanted to know..."

Many listeners are curious about all sorts of topics but can't find the time to engage in the subjects.

"What's the one secret you've never told anybody?"

This particular sentence piques the listener's interest and establishes instant rapport. We all have deep secrets, I suppose.

Sentence 2: Lay down the expectations

The second sentence should give more context.

Share more information about the show, particularly about the main content or genre.

Here are some examples:

"A podcast about money, business, and power....?"

Written in the rule of three —money, business, and power—the sentence offers a brief and intriguing description of the content.

"Hosted by award-winning journalists highlighting the news, stories, and people...?"

A clear value proposition is stated: the involvement of award-winning journalists in the show production.

Sentence 3: Extra information

Well, at this point, most would-be listeners would have selected the play button. But fear not if they get to your third sentence; it implies they are highly engaged.

So give them more facts. Extra information that will help them understand your show better. For instance, list the host’s name or state when the show airs.

As always, here are some great examples:

"Season 1 looked at... "

What a detailed description! Readers get a reason to catch up with prior episodes they might have missed.

"Martine Powers is your host..."

After all the hype comes the extra details that any raving listener will gladly sink their teeth into, such as the host's name and the time when the podcast is published: "Weekdays by 5:PM."

Part 2:

5 Tips to Write an Engaging Radio Show Description

An engaging radio show description will result in more people tuning in thereby driving your audience numbers up.

Is this a good thing?

Yes. And writing poweful descriptions for your podcast, radio show, or station doesn't have to be difficult.

Just follow these tips, and when in doubt, just check out how other people have written their descriptions.

Better yet, you may engage with a good writer fellow.

1. Make it detailed but not long

Include the most important details about your show.

The rules for writing news articles, followed by journalists, may help. Just answer these five questions:

  • Who - The hosts, the station, etc
  • What - Content of the radio show, genres.
  • When - Broadcast times, publish times, etc.
  • Where - Broadcast location.
  • Why - Why do you do what you do. For example: We ask questions that you never dared to asked.

Answering these questions gives listeners a thorough overview. Now, ensure you are using as few words and sentences as possible.

Basically, you will only need about 300 characters to communicate effectively.

2. Draw listeners, absolutely make them fear loosing out

An intriguing show description makes people curious.

Are you promising enough? The best content, unheard of stories, the latest music & bangers.

Do you showcase the difference between your show and similar programming?

Basically, present the most unique aspects of the show. Give people something to look forward to.

3. Error-free & put your best foot forward

Thousands of people will read your description. Put your best foot forward by keeping it grammatically correct. Limit spelling mistakes.

If English is not your first language, have someone proofread it for you.

What happens if your writing is shoddy? People will not take you seriously. If it’s laden with factual mistakes, you may mislead listeners.

4. It's online, so include keywords

Everything is online nowadays. That's why to ensure that potential listeners can find you easily, use keywords.

For instance, people may be searching for reggae stations in Canada.

You may begin: "KPX is a leading reggae radio station in Canada. Catch our weekly shows every 5:PM..."

Don't ignore the use of keywords, even if you’re posting descriptions on social media.

Don't have much experience with keywords? Just mention the following points:

  • Show genre
  • Country or location
  • Guests name for individual show descriptions
  • Format: music, talk, or news format
  • Hostname

5. Keep it upbeat and focused on the listener

Want to come across as personable to your listeners. Use words such as YOU, YOUR, etc.

Use informal language, and less jargon speak. Put the listeners first by always considering their needs.

Making your descriptions upbeat may also foreshadow what listeners can expect. What's more, you can use powerful action words.

Need examples?

  • Trendy
  • Power
  • Special, e.g., special news or special stories
  • Economy
  • New, e.g., new shows every week

Explore more power words.

Bottom Line

Though your radio show description maybe 3 to 5 sentences long, give them the focus and importance they deserve.

Too many times, we come across podcasts and stations that don't use the description area well.

You also have another reason to write descriptions because they help your conversions and search engine rankings.

Finally, many listeners will engage with your description long before they decide to listen.