Effective podcast CTAs (calls-to-action) are the key to turning casual listeners into active supporters. Whether it’s asking them to subscribe, leave a review, or visit your website, the right approach can drive real results. Here are the 7 steps to creating CTAs that work:
- Pick One Main Goal: Focus on a single action per episode to avoid overwhelming listeners.
- Write Clear Messages: Use strong action words like "subscribe", "download", or "visit."
- Time It Right: Place CTAs at the start, middle, or end of your episode for maximum impact.
- Know Your Audience: Personalize CTAs to fit your listeners’ needs and interests.
- Keep It Fresh: Repeat your CTAs in different ways to avoid sounding repetitive.
- Make It Simple: Break down complex actions into easy steps or use short, memorable links.
- Track and Improve: Use analytics to measure performance and refine your approach.
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Step 1: Set Clear Goals for Your CTAs
Want to know the secret to CTAs that actually work? Keep it simple - one main goal per episode. When your message stays focused and matches what your podcast is all about, listeners are more likely to take action.
Choose One Main Goal Per Episode
Here's the thing: bombarding listeners with multiple CTAs just confuses them. Saying something vague like "Check out our stuff online" won't cut it. Instead, be specific. If you want to build your email list, try this: "Sign up at yourwebsite.com for exclusive behind-the-scenes updates."
Let's look at a real example. Pat Flynn from "The Smart Passive Income Show" nailed this approach. In one episode, he kept it laser-focused with this CTA: > "Visit smartpassiveincome.com/toolkit to access my free tools and templates." The result? Thousands of new email subscribers in just weeks.
Before recording each episode, ask yourself: "What's the ONE thing I want listeners to do after this?" Maybe it's joining your newsletter, following you on social media, or grabbing a free resource. Whatever it is, stick to that single action.
Match CTAs to Your Podcast Goals
Your CTAs should fit naturally with your bigger podcast plans. Running a paid membership? Your CTA might point listeners toward signing up. Looking to grow your audience? Ask for shares or reviews.
Take Jenna Kutcher's approach. She knows exactly what she's after with CTAs like: > "Head to jennakutcher.com/course to enroll and start building your dream business today." It's perfect because it matches her mission of helping entrepreneurs while supporting her business model.
Here's what makes CTAs work:
- Be crystal clear: Skip "Check out our website" and go for "Download our free guide at yourwebsite.com/guide"
- Keep it relevant: If you're talking about productivity tricks, offer a related checklist
- Make it easy: Break down any complex actions into simple steps
Step 2: Write Clear and Actionable CTAs
Want your listeners to take action? It all comes down to your CTAs. A good CTA doesn't just tell people what to do - it makes them want to do it right away.
Use Strong Action Words
Pick words that pack a punch. Action verbs like subscribe, download, join, and visit tell listeners exactly what you want them to do. These words trigger an immediate response, making your audience more likely to act.
Here's what works: "Download our free guide at yourwebsite.com/guide". Here's what doesn't: "Check out our website for more information."
Want another example? Try "Subscribe to our podcast for weekly insights" - it combines a clear action with a direct benefit.
Look at how the "How I Built This" podcast boosted their newsletter sign-ups by 25% in 2023 with this simple CTA:
"Join our newsletter at npr.org/howibuiltthis for exclusive stories and updates."
Keep Instructions Simple
Your listeners are busy. They're driving, working out, or doing dishes while listening to your show. That's why your CTAs need to be crystal clear and easy to remember.
Want better results? Try these tips:
- Cut to the chase: Skip "If you have a moment, please consider subscribing to our podcast for more great content." Go straight for "Subscribe now for weekly episodes."
- Make URLs crystal clear: Got a website to share? Break it down. Say it like this: "Visit mypodcast.com/join, that's m-y-p-o-d-c-a-s-t dot com slash join."
- Keep links short: Don't send listeners to complex URLs. Use something simple like "mypodcast.com/freebie to grab your free checklist."
Got something complicated to share? Point listeners to a landing page. Amy Porterfield's "Online Marketing Made Easy" podcast does this perfectly:
"Head to amyporterfield.com/masterclass to sign up for my free training."
Step 3: Place CTAs at the Right Times
Want your podcast CTAs to actually work? It's all about timing. Your listeners are probably doing dishes, driving, or working out while tuning in. By placing CTAs at just the right moments, you'll catch their attention when they're most likely to act.
Best Spots for CTAs: Start, Middle, End
Let's look at what works best at each point in your show:
At the Start: Hook listeners with a quick, easy ask right away. They're focused and ready to engage. Keep it simple - "Hit follow on Spotify to catch new episodes." The "Smart Passive Income" podcast uses this approach with a brief "join our email list" reminder at the start, boosting their subscriber count by 15% in 2023.
In the Middle: For longer shows (20+ minutes), drop in a CTA that connects with what you're talking about. "The Ed Mylett Show" does this well - in a 2024 episode, Ed offered a free goal-setting worksheet that tied perfectly into the discussion.
At the End: Your most engaged fans stick around till the end - that's when to make your biggest ask. "Online Marketing Made Easy" wraps up each episode by inviting listeners to Amy Porterfield's free masterclass, which drives tons of course sign-ups.
Blend CTAs Into Your Content
Your CTAs should feel like they belong in the conversation, not like awkward commercial breaks. Here's how:
Match the Flow: Use natural breaks in your content to introduce CTAs. The "HBR IdeaCast" does this smoothly by mentioning related Harvard Business Review articles that fit the discussion.
Make It Personal: Talk to your listeners like you're chatting with a friend. Instead of "Check out our website", try something more natural:
"I created a free checklist to help you implement today's tips - grab it at mypodcast.com/checklist."
Keep It Smooth: Your CTA should match your show's style and energy. After making a key point, you might say: "If you're getting value from this, hit subscribe for more insights like this every week."
Your CTAs are now perfectly timed and naturally woven into your content. Next up: making them irresistible to your specific audience.
Step 4: Customize CTAs for Your Audience
Want to get more people to act on your podcast CTAs? The secret lies in making them feel personal and connected to your show's content.
Speak Directly to Listeners
Talk to your listeners like you're having a one-on-one conversation. Use "you" and "your" to make each person feel like you're speaking just to them. Here's how to flip a basic CTA into something that grabs attention:
❌ "Follow our podcast for updates" ✅ "If you're loving these tips, hit follow so you don't miss next week's episode - it's packed with even more strategies just for you"
The numbers back this up. A 2023 Edison Research study found that podcasts using personal language in their CTAs got 12% more responses from listeners .
Think about what your listeners want. Let's say you're talking to people who want to start their own business. You might say:
"Are you ready to take your business to the next level? Download our free startup checklist at [yourwebsite.com]"
Tie CTAs to the Episode Topic
Make your CTAs flow naturally from what you're discussing. If you just spent 30 minutes talking about getting more done in less time, this CTA makes perfect sense:
"Download our free productivity planner to start implementing these tips today"
Take a page from "The Goal Digger Podcast." In a 2024 episode about growing on social media, Jenna Kutcher didn't just ask people to download any random guide - she offered her Instagram engagement guide . Perfect match.
You can also connect your CTA to specific parts of your show:
"Remember the tool we mentioned earlier? You can grab it now at [yourwebsite.com/tool]"
This approach helps listeners see the immediate value in taking action. Plus, it feels like a natural next step rather than a sales pitch.
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Step 5: Repeat CTAs Without Overdoing It
Want to make your CTAs stick without annoying your listeners? Let's talk about the art of smart repetition.
Rephrase CTAs to Keep Them Fresh
Your listeners tune in for your content, not a sales pitch on repeat. Pat Flynn's "The Smart Passive Income Podcast" nails this approach. In a 2024 episode about email marketing, he mixed up his CTA three different ways:
- "Download my free email template"
- "Grab the email script I mentioned earlier"
- "Head to [smartpassiveincome.com/email] to get your free guide"
This keeps the message fresh while getting the point across.
Here's how you can mix up your CTAs while keeping your core message:
Make it punchy: Switch "Subscribe to our podcast" with "Follow us for more insights" or "Join our community of listeners"
Get personal: Talk directly to your audience. Try something like: "If these tips are helping you out, drop us a review on Spotify - it helps other people like you find us"
Match your tone to your content. Use casual CTAs like "Don't miss out - hit that follow button now!" for light episodes, and stick to straightforward ones like "Stay informed by subscribing to our show" for serious topics.
Balance Repetition With Value
"Too many steps = too much 'work' and not enough of a 'hook' to create the desired action."
Keep it simple with one or two main CTAs per episode. Put them where they make sense (like we covered in Step 3), and connect them to what your listeners just learned. Numbers back this up: Podtrac's 2023 study showed that smart CTA placement boosted listener response by 15% compared to dumping all CTAs at the end .
Test and Refine Your Approach
Track what works using tools like Chartable or Podbean Analytics. Keep an eye on your click-through rates, try different wordings, and adjust based on what the data tells you. Once you've got your timing and repetition down, focus on what gets results and fine-tune from there.
Step 6: Give Clear and Simple Instructions
Your podcast CTAs need to be crystal clear. When listeners can't follow your instructions or find them too complex, they'll skip taking action. Let's look at how to make your CTAs easy to understand and follow.
Simplify Multi-Step Actions
Most people listen to podcasts while doing other things - driving, working out, or cooking. That's why your CTAs must be super easy to follow. Here's what works:
Make each step count: Don't just say "Review us on Apple Podcasts." Instead, walk them through it: "Open Apple Podcasts, find our show, tap our logo, scroll down, and hit 'Write a Review.' Quick and easy - just 60 seconds!"
Keep it simple with landing pages: Skip long instructions during your show. Try this instead: "Head to yourwebsite.com/review - we'll show you exactly what to do."
Here's proof it works: In 2023, The Daily Stoic Podcast host Ryan Holiday pointed listeners to dailystoic.com/preorder for preorder bonuses. The result? Their conversions jumped 20% compared to earlier campaigns.
Repeat Important Details
Your listeners might miss things the first time around - they're probably busy doing something else. Here's how to make sure they catch what matters:
Say it clearly, say it twice: When sharing links or promo codes, spell them out: "Go to mypodcast.com/deal - that's m-y-p-o-d-c-a-s-t dot com slash deal - and enter SAVE20 at checkout."
The Huberman Lab Podcast does this well. They use the same format for sponsor messages every time, making it easier for listeners to remember and use their CTAs.
Want to track how well your CTAs work? Tools like Pretty Links help you create short, memorable links and see which ones get the most clicks. Once you've got your instructions down pat, you can measure what works and make them even better.
Step 7: Track and Improve Your CTAs
Want better results from your podcast CTAs? Let's look at how to measure what works and make smart improvements based on real data.
Measure CTA Performance
You'll need both numbers and listener feedback to understand how your CTAs are doing. Here's what to focus on:
Track the Right Metrics Use tools like Google Analytics, Chartable, or Podtrac to see your click rates, website visits, and sales. Add UTM parameters to your links (like '?utm_source=podcast&utm_medium=cta&utm_campaign=episode15') to track specific episodes. Here's a real win: Smart Passive Income used Chartable to spot their best-performing episodes for affiliate offers, then shaped their content around what worked.
Listen to Your Audience Pay attention to what listeners say in emails, social media, and reviews. If several people mention they couldn't catch your promo code, that's your cue to say it more clearly or make it simpler.
Watch Your Numbers Look beyond clicks to see how many people take action. Say you're building an email list - count new subscribers after each episode. Take The Minimalists Podcast - they made their CTA super simple in 2024 with just "Visit theminimalists.com/email" and saw 20% more sign-ups.
Test Different Approaches
Try New Things The Tim Ferriss Show ran an interesting test in 2023: they compared long and short sponsor CTAs. The shorter version got 12% more clicks - proof that sometimes less is more.
Keep What Works Use what you learn to fine-tune your CTAs. Maybe 'download' works better than 'subscribe' for your show. Play with different lengths, messages, and timing until you find your sweet spot.
Maintain Consistency
While testing helps you improve, keeping some things the same builds trust. Pick a memorable URL (like "mypodcast.com/join") and stick with it. The Daily Stoic Podcast did this with their book promotions - same CTA format every time - and saw 25% more preorders in 2023.
Conclusion: Improve Your Podcast CTAs in 2024
Want to make your podcast calls-to-action work harder in 2024? Here's what you need to know.
The key to great podcast CTAs isn't just what you say - it's how and when you say it. Start by picking one main goal for each episode. Then make your CTA crystal clear and super easy to follow.
Think about timing too. Just like a good joke, CTAs need the right setup and delivery. Put them where they make sense in your episode's flow, not where they'll interrupt your listener's experience.
Match your CTAs to your audience and what they care about. And while repetition helps people remember, nobody likes hearing the same thing over and over. Mix up how you phrase your CTAs to keep them fresh.
Keep an eye on what works. Use your analytics to see which CTAs get the best response, then do more of what works and less of what doesn't.
Here's some proof this approach works: Andrew Davies, Digital and Engagement Editor at ABC Audio Studios, puts it perfectly: "One simple, well-established call-to-action is far more effective than applying multiple CTAs that waste time" . Need a real-world example? Look at The Minimalists - they stripped their email list CTA down to just "theminimalists.com/email" in 2024 and saw their sign-ups jump by 20%.
Play around with different styles - try casual vs formal and see what clicks with your audience. And if you're looking to level up your whole podcast game, check out Podcast Launch Strategy. They've got a full course that covers everything from making your show to getting it out there, plus ongoing help when you need it.
FAQs
What is an example of a CTA in a podcast?
Want to know how top podcasts get their listeners to take action? Here are some proven CTAs that work:
"Hit subscribe to keep up with our latest episodes." This simple but powerful call works because it's clear and direct. The Daily uses it at the end of each episode, making it easy for listeners to stay connected.
"Share this episode with someone who'd enjoy it as much as you did." This CTA taps into listeners' natural desire to share good content. How I Built This uses this approach to spread their entrepreneurial stories, helping build their massive audience.
"Your review helps others like you find us and enjoy the content you love!" Here's proof this works: Crime Junkie saw their new listener count jump 15% in just six months after pushing for reviews in 2023.
"Sign up for our newsletter to dive deeper into today's topic." Science Vs shows how to make this work - they offer extra studies and resources through their newsletter, boosting sign-ups by 25% in 2024.
Smart Passive Income keeps it simple with sponsor messages like "Visit [link] for an exclusive offer" - it works because it gives listeners clear value.
"Join us at our upcoming live event - details on our website." The Minimalists nailed this one, using it to sell out their 2024 live tour by weaving the CTA naturally into their episodes.
These CTAs work because they're clear, focused, and give listeners a good reason to act. They're not just asking for something - they're offering value in return.
