With content of all kinds vying for your audience’s time, your podcast content needs to be sharp, engaging, and actionable. One of the most effective ways to engage your audience is through a well-crafted call to action (CTA). But here’s the catch: you’ve only got one shot to get it right.
One of the most effective ways to engage your audience is through a well-crafted call to action (CTA). But here’s the catch: you’ve only got one shot to get it right.
Before becoming Head of Radio at Asia Pacific Broadcasting Union, Andrew Davies was the Digital and Engagement Editor at ABC Audio Studios & Radio National, it was during this time that he joined Nick Schildberger and Nicole Goodman on Podcasting Essentials to discuss podcast reviews and calls- to-action, and as he put it, “Listeners are unlikely to rewind or relisten to multiple or convoluted instructions. Life’s too short.” This sentiment is even more relevant in 2025, as podcast consumption continues to grow, with nearly six million Australians listening weekly.
The One-Shot Rule: Keep It Simple
Andrew is a strong advocate of the “one-shot rule,” a concept popularised by New York-based podcaster Amanda McLoughlin. The rule is simple: include just one clear call-to-action per episode. Why? Because listeners are far more likely to remember and act on a single, straightforward request than a list of demands.
As Andrew advises, it’s far more effective than applying four or five different calls-to-action and wasting yours or your audience’s time.”
What Is a CTA?
A call-to-action is an instruction that encourages your audience to take a specific step after consuming your content. Whether it’s a podcast, newsletter, or blog, the CTA should be clear, concise, and easy to follow.
Andrew emphasises the importance of simplicity: “If you’re asking your audience to do something, don’t make them go through four steps to do that. For example, if you want them to watch a video, make sure the link is prominently displayed on your website. Then, all you need to say is, ‘Head to our website to watch the video.”
CTA Ideas for Your Podcast in 2025
The type of CTA you choose will depend on your podcast’s style and content. Here are some ideas:
Story Ideas
Ask your listeners to contribute ideas for future episodes. This could include guest recommendations, topic suggestions, or even personal stories. For example, if you run a true crime podcast, you could ask for local Australian cases to explore.
Cross-Promotion
Encourage your audience to check out other podcasts you produce or appear on. You could also recommend podcasts from fellow Australian creators as part of a cross-promotion strategy.
Listen to Previous Episodes
Direct listeners to a relevant past episode. This is a great way to boost your back catalogue and keep new listeners engaged.
Merchandise
Promote your podcast merchandise, such as T-shirts, caps, or stickers, with a clear CTA like, “Visit our online store to grab your limited-edition podcast merch.”
Voice Memos or Messages
Invite listeners to send voice memos or messages via social media or email. You can feature these in future episodes, creating a sense of community and engagement.
Watch a Video or Read an Article
Refer to a video or article on your website. For example, “Head to our website to watch the behind-the-scenes footage from this episode.”
Subscribe and Review
A classic but effective CTA: ask listeners to subscribe to your podcast and leave a review on platforms like Apple Podcasts or Spotify. This helps boost your visibility and rankings.
Join a Live Event or Webinar
With the rise of virtual events, you could invite your audience to join a live Q&A, webinar, or even an in-person meetup if you’re based in Australia.
Don’t Rely on Audio Alone
Your CTA strategy shouldn’t be limited to the audio content of your podcast. Andrew stresses the importance of leveraging your other channels, such as social media, your website, and episode descriptions.
“A good example is the ABC’s Bang On podcast,” Andrew says.“Where they talk about particular popular culture examples, the videos they’ve watched or the links they’ve read from, be it the New Yorker or New York Magazine. So, there’s an active connection between the audio content and the links.
Track and Refine Your CTAs
Tracking the effectiveness of your CTAs is crucial. Andrew recommends using tools like Bitly to create shortened, trackable links. “So, I would track it over a period of time to see how valuable it is when it comes to listeners taking up those links, so you’re not wasting your time.”
Understanding your audience is key. The more you know about your listeners, the better you can tailor your content, distribution, and marketing strategies. Are they engaging via your website, social media, or specific apps? This information helps you build a clearer picture of who your audience is and how to serve them.
Our Call-to-Action
If you’re a brand or creator thinking about launching or refining your podcast, now’s the time to act. Podcasting in Australia is booming, and a well-executed podcast can make all the difference.
Let us help you create a podcast that resonates with your audience.
Call us on +61 (3) 982 8333 or email us below to get started.
