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The Definitive Guide To Podcast Intros

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Podcast intros are an important quality of a successful podcast.

The right intro sets the podcast on a path to success.

These seven tips will help your podcast build an audience and retain it:

  1. Hook the listeners fast.
  2. Make every second of the podcast intro count.
  3. A good podcast intro builds audience retention.
  4. Test podcast intros for audience retention.
  5. Three things a podcast intro must communicate.
  6. Podcast intro builds loyalty.
  7. Where to get music for a podcast.

Let’s dig into each one and see how you can put it work for your podcast.

1. Hook The Listeners Fast

Erin Sparks of Edge of the Web Radio podcast says that there is a subtle but important value in the podcast intro when it comes to what he calls, “click browsing.”

Erin suggests that the intro functions like a hook – to grab the listener’s attention and immediately intrigue them.

He shares this insight:

“The audio ‘hook’ is important to podcast click browsing. Walking through a podcast app, people will click and listen to 7-10 seconds to hear if they ‘feel’ the show.

Much different than any other medium.”

Chris Brogan of Making the Brand podcast agrees that a podcast intro should be short.

He shares these insights on the qualities of a useful podcast intro:

“I’m a huge fan of brief. Once you hear it more than twice, it’s boring to everyone.

An intro should set the mental stage for what’s coming up.

Choose music and words that emulate the show.”

2. Make Every Second Of The Podcast Intro Count

Jorge Hermida, Program Director at WMR.FM and Cannabis Radio Podcasts, observes that it’s important to give listeners a reason to stick around for the podcast but to do it in the shortest amount of time possible.

He says there is absolutely no time to waste within your podcast intro so it’s super important to literally make every second count.

He shares:

“Podcast listeners, just like anybody else, have a short attention span.

You have to give listeners a reason to listen to your content within the first 30 seconds.

Whether you create a cold opener or you run down what you’re going to be talking about on the program, you need to satisfy that listener immediately.

Create the intro as if every listener has a short attention span because in my professional experience, they will either stay and listen to your show, or they’ll drop off and find another show to listen to.”

3. Podcast Intro Builds Audience Retention

Azeem Ahmad of the Azeem Digital SEO podcast shares that a good podcast intro will help maintain audience retention, as well as encourage engagement and loyalty.

This is an element of conversion theory, where even seemingly trivial elements can encourage or discourage the action we are looking for.

A classic example is a PPC arbitrage marketer who maximizes the number of sales for every click.

Affiliate PPC marketers succeed or go out of business fast depending on how well they convert every visitor.

This person discovered that detecting the mobile device and adding an “iPhone friendly” or “Android friendly” badge increased their conversion rates by a measurable rate.

The follow-up insight Azeem suggests is similar.

He said that a podcast intro has the same effect of encouraging a user to click and stay for the podcast or to leave.

And for that reason, it’s important to view the intro as a configurable asset that can be used to improve audience retention.

Azeem shares how a podcast intro is important for retention rates and engagement:

“People will get bored with repetition, and regardless of your podcast format – the idea is to engage the listener.

If you lose them within the first 30 seconds, you will very likely see a drop in retention rate and engaged listeners.”

4. Test Podcast Intros For Audience Retention

Azeem next shares that a way to improve retention and engagement is to experiment with new intros and outros.

He shares this tip:

“As a host you should change this up sometimes.

Customizing the intro every time is basically an option to test for what works the best.

For example, you could test asking people to subscribe in the intro vs. the outro for a few episodes and see which drives more growth.”

5. Three Things A Podcast Intro Must Communicate

Sparks offers useful information about what should be communicated in a podcast introduction.

He shares how the introduction should communicate the “What’s in it for me?” proposition to the listener.

Figuring out the tried-and-true principle of answering the question of “What’s in it for me?” is a great way to think about how to create a podcast intro that is useful for the listener.

So, it makes sense to apply that approach to podcast intros so that a listener is reminded of why they are there, which could be to become better at what they do, to catch up on industry news, to be entertained, etc.

Here is what Sparks shares:

“A good intro provides:

  1. A promise to the listener in the first five to seven seconds (a transaction of knowledge communicating what they are going to get).
  2. Sonic branding.
  3. Credibility, contextual reference to subject matter expertise.”

6. Podcast Intro Builds Loyalty

Jim Hedger, the co-host of the popular Webcology SEO podcast, suggests that the podcast intro helps to build a sense of familiarity and ownership of a space.

I’ve noticed that people tend to feel a sense of ownership in a website they enjoy, perhaps because the site might be a part of their self-identity as a baker, sportsperson, or whatever the topic is.

Ever walk into a favorite restaurant and immediately receive a feeling of comfort or anticipation?

It’s a sense of ownership of an experience, that this experience is yours and it’s yours yet again.

Hedger says that a podcast intro can have a similar effect, to bring a sense of comfort and anticipation that one feels in physical spaces that one feels loyal and connected to.

He observes:

“I once read that people aren’t loyal to restaurants as much as they are loyal to spaces they feel comfortable being in.

The same can be said for podcasts.

Like radio, podcasts are a theater of the mind. Your intro is the breath that first forms the space you, your guests, and the audience will create together.

Podcasts are incredibly intimate. I think you need to feel love for your audience and deeply respect the topic and your introduction is your first chance to establish that.

A host’s job is to help the audience develop a zone in which they and the host are virtually in the same place.”

7. Where To Get Music For A Podcast Intro

Something to keep in mind is that any music used should be licensed.

There is an idea that it’s okay to use just a little bit of someone else’s music, but that might not be the case.

And if that’s the direction you are moving in, then it may be prudent to check with an attorney first.

The podcasting professionals consulted for this article all agree that it’s important to purchase a license for the right to any music used within a podcast.

Everyone agrees that it’s best to license royalty-free podcast intro music because this safeguards against copyright infringement claims.

Hermida shares:

“Our music is licensed, and most other podcasts most likely use some kind of licensed music from other licensed music providers for some original music that’s not prone to any copyright issues.

It doesn’t really matter where the music comes from, except that I would always recommend to make sure you use music that you are allowed to use and that license to use the music is documented and can be proven.”

Sparks also recommends paying for a license to use music:

“We have a number of music licenses that we have used over the years.

We highly recommend reviewing different sound repositories and utilizing them to create that sonic brand.

Places to license music are Envato Elements, Epidemic Sound, and the like.

We also have a continual license with our deep voice announcer, our voice over talent.

That should also be something to consider when you’re developing a long-term show.”

Brogan recommends:

“Epidemic Sound works fine. Buy a license. “

Always read the license when choosing a digital music asset in order to be aware of what you can and can’t do with the music and for how long you are entitled to use it.

  • Epidemic Soundseveral of the podcasters mentioned Epidemic Sound as a good place to purchase a license for music.
  • Envato Elements is a source for high-quality licensed, royalty-free music suitable for a podcast intro.
  • Shutterstock Music – Shutterstock is known for its stock photography library, but they also offer royalty-free music specifically for podcasts. A license that’s appropriate for use in a podcast costs $49.
  • Music Bakery offers royalty-free music where you pay for it once and can use it anywhere, but be sure to read the license agreement to know exactly what you are paying for.
  • InstantMusicNow offers digital downloads starting at $4.95.
  • Adobe Stock Music Library – Adobe offers royalty-free music that can be used in multiple projects.

Podcast Intros Are Important

At this point, it should be clear that a seemingly trivial thing like a podcast intro is actually part of the foundation of a successful podcast.

Clearly, the content of the podcast is the most important quality of a podcast.

Yet, as important as the content is, it’s the podcast intro that sets the stage and makes listeners feel they have arrived at their happy place, while also communicating what is in it for the listener, which encourages them to stick around for the content.

More Resources:


Featured Image: Alex from the Rock/Shutterstock

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Mozilla VPN Security Risks Discovered

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Mozilla VPN Security Risks Discovered

Mozilla published the results of a recent third-party security audit of its VPN services as part of it’s commitment to user privacy and security. The survey revealed security issues which were presented to Mozilla to be addressed with fixes to ensure user privacy and security.

Many search marketers use VPNs during the course of their business especially when using a Wi-Fi connection in order to protect sensitive data, so the  trustworthiness of a VNP is essential.

Mozilla VPN

A Virtual Private Network (VPN), is a service that hides (encrypts) a user’s Internet traffic so that no third party (like an ISP) can snoop and see what sites a user is visiting.

VPNs also add a layer of security from malicious activities such as session hijacking which can give an attacker full access to the websites a user is visiting.

There is a high expectation from users that the VPN will protect their privacy when they are browsing on the Internet.

Mozilla thus employs the services of a third party to conduct a security audit to make sure their VPN is thoroughly locked down.

Security Risks Discovered

The audit revealed vulnerabilities of medium or higher severity, ranging from Denial of Service (DoS). risks to keychain access leaks (related to encryption) and the lack of access controls.

Cure53, the third party security firm, discovered and addressed several risks. Among the issues were potential VPN leaks to the vulnerability of a rogue extension that disabled the VPN.

The scope of the audit encompassed the following products:

  • Mozilla VPN Qt6 App for macOS
  • Mozilla VPN Qt6 App for Linux
  • Mozilla VPN Qt6 App for Windows
  • Mozilla VPN Qt6 App for iOS
  • Mozilla VPN Qt6 App for Androi

These are the risks identified by the security audit:

  • FVP-03-003: DoS via serialized intent
  • FVP-03-008: Keychain access level leaks WG private key to iCloud
  • VP-03-010: VPN leak via captive portal detection
  • FVP-03-011: Lack of local TCP server access controls
  • FVP-03-012: Rogue extension can disable VPN using mozillavpnnp (High)

The rogue extension issue was rated as high severity. Each risk was subsequently addressed by Mozilla.

Mozilla presented the results of the security audit as part of their commitment to transparency and to maintain the trust and security of their users. Conducting a third party security audit is a best practice for a VPN provider that helps assure that the VPN is trustworthy and reliable.

Read Mozilla’s announcement:
Mozilla VPN Security Audit 2023

Featured Image by Shutterstock/Meilun

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Link Building Outreach for Noobs

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Link Building Outreach for Noobs

Link outreach is the process of contacting other websites to ask for a backlink to your website.

For example, here’s an outreach email we sent as part of a broken link building campaign:

In this guide, you’ll learn how to get started with link outreach and how to get better results. 

How to do link outreach

Link outreach is a four-step process:

1. Find prospects

No matter how amazing your email is, you won’t get responses if it’s not relevant to the person you’re contacting. This makes finding the right person to contact equally as important as crafting a great email.

Who to reach out to depends on your link building strategy. Here’s a table summarizing who you should find for the following link building tactics:

As a quick example, here’s how you would find sites likely to accept your guest posts:

  1. Go to Content Explorer
  2. Enter a related topic and change the dropdown to “In title”
  3. Filter for English results
  4. Filter for results with 500+ words
  5. Go to the “Websites” tab
Finding guest blogging opportunities via Content ExplorerFinding guest blogging opportunities via Content Explorer

This shows you the websites getting the most search traffic to content about your target topic.

From here, you’d want to look at the Authors column to prioritize sites with multiple authors, as this suggests that they may accept guest posts.

The Authors column indicate how many authors have written for the siteThe Authors column indicate how many authors have written for the site

If you want to learn how to find prospects for different link building tactics, I recommend reading the resource below.

2. Find their contact details

Once you’ve curated a list of people to reach out to, you’ll need to find their contact information.

Typically, this is their email address. The easiest way to find this is to use an email lookup tool like Hunter.io. All you need to do is enter the first name, last name, and domain of your target prospect. Hunter will find their email for you:

Finding Tim's email with Hunter.ioFinding Tim's email with Hunter.io

To prevent tearing your hair from searching for hundreds of emails one-by-one, most email lookup tools allow you to upload a CSV list of names and domains. Hunter also has a Google Sheets add-on to make this even easier.

Using the Hunter for Sheets add-on to find emails in bulk directly in Google SheetsUsing the Hunter for Sheets add-on to find emails in bulk directly in Google Sheets

3. Send a personalized pitch

Knowing who to reach out to is half the battle won. The next ‘battle’ to win is actually getting the person to care.

Think about it. For someone to link to you, the following things need to happen:

  • They must read your email
  • They must be convinced to check out your content
  • They must open the target page and complete all administrative tasks (log in to their CMS, find the link, etc.)
  • They must link to you or swap out links

That’s a lot of steps. Most people don’t care enough to do this. That’s why there’s more to link outreach than just writing the perfect email (I’ll cover this in the next section).

For now, let’s look at how to craft an amazing email. To do that, you need to answer three questions:

  1. Why should they open your email? — The subject line needs to capture attention in a busy inbox.
  2. Why should they read your email? — The body needs to be short and hook the reader in.
  3. Why should they link to you? — Your pitch needs to be compelling: What’s in it for them and why is your content link-worthy?

For example, here’s how we wrote our outreach email based on the three questions:

An analysis of our outreach email based on three questionsAn analysis of our outreach email based on three questions

Here’s another outreach email we wrote, this time for a campaign building links to our content marketing statistics post:

An analysis of our outreach email based on three questionsAn analysis of our outreach email based on three questions

4. Follow up, once

People are busy and their inboxes are crowded. They might have missed your email or read it and forgot.

Solve this by sending a short polite follow-up.

Example follow-up emailExample follow-up email

One is good enough. There’s no need to spam the other person with countless follow-up emails hoping for a different outcome. If they’re not interested, they’re not interested.

Link outreach tips

In theory, link outreach is simply finding the right person and asking them for a link. But there is more to it than that. I’ll explore some additional tips to help improve your outreach.

Don’t over-personalize

Some SEOs swear by the sniper approach to link outreach. That is: Each email is 100% customized to the person you are targeting.

But our experience taught us that over-personalization isn’t better. We ran link-building campaigns that sent hyper-personalized emails and got no results.

It makes logical sense: Most people just don’t do favors for strangers. I’m not saying it doesn’t happen—it does—but rarely will your amazing, hyper-personalized pitch change someone’s mind.

So, don’t spend all your time tweaking your email just to eke out minute gains.

Avoid common templates

My first reaction seeing this email is to delete it:

A bad outreach emailA bad outreach email

Why? Because it’s a template I’ve seen many times in my inbox. And so have many others.

Another reason: Not only did he reference a post I wrote six years ago, it was a guest post, i.e., I do not have control over the site. This shows why finding the right prospects is important. He even got my name wrong.

Templates do work, but bad ones don’t. You can’t expect to copy-paste one from a blog post and hope to achieve success.

A better approach is to use the scoped shotgun approach: use a template but with dynamic variables.

Email outreach template with dynamic variablesEmail outreach template with dynamic variables

You can do this with tools like Pitchbox and Buzzstream.

This can help achieve a decent level of personalization so your email isn’t spammy. But it doesn’t spend all your time writing customized emails for every prospect.

Send lots of emails

When we polled 800+ people on X and LinkedIn about their link outreach results, the average conversion rate was only 1-5%.

Link outreach conversion rates in 2023Link outreach conversion rates in 2023

This is why you need to send more emails. If you run the numbers, it just makes sense:

  • 100 outreach emails with a 1% success rate = 1 link
  • 1,000 outreach emails with a 1% success rate = 10 links

I’m not saying to spam everyone. But if you want more high-quality links, you need to reach out to more high-quality prospects.

Build a brand

A few years ago, we published a link building case study:

  • 515 outreach emails
  • 17.55% reply rate
  • 5.75% conversion rate

Pretty good results! Except the top comments were about how we only succeeded because of our brand:

Comments on our YouTube video saying we succeeded because of our brandComments on our YouTube video saying we succeeded because of our brand

It’s true; we acknowledge it. But I think the takeaway here isn’t that we should repeat the experiment with an unknown website. The takeaway is that more SEOs should be focused on building a brand.

We’re all humans—we rely on heuristics to make judgments. In this case, it’s branding. If your brand is recognizable, it solves the “stranger” problem—people know you, like you, and are more likely to link.

The question then: How do you build a brand?

I’d like to quote our Chief Marketing Officer Tim Soulo here:

What is a strong brand if not a consistent output of high-quality work that people enjoy? Ahrefs’ content team has been publishing top-notch content for quite a few years on our blog and YouTube channel. Slowly but surely, we were able to reach tens of millions of people and instill the idea that “Ahrefs’ content = quality content”—which now clearly works to our advantage.

Tim SouloTim Soulo

Ahrefs was once unknown, too. So, don’t be disheartened if no one is willing to link to you today. Rome wasn’t built in a day.

Trust the process and create incredible content. Show it to people. You’ll build your brand and reputation that way.

Build relationships with people in your industry

Outreach starts before you even ask for a link.

Think about it: People don’t do favors for strangers but they will for friends. If you want to build and maintain relationships in the industry, way before you start any link outreach campaigns.

Don’t just rely on emails either. Direct messages (DMs) on LinkedIn and X, phone calls—they all work. For example, Patrick Stox, our Product Advisor, used to have a list of contacts he regularly reached out to. He’d hop on calls and even send fruit baskets.

Create systems and automations

In its most fundamental form, link outreach is really about finding more people and sending more emails.

Doing this well is all about building systems and automations.

We have a few videos on how to build a team and a link-building system, so I recommend that you check them out.

Final thoughts

Good link outreach is indistinguishable from good business development.

In business development, your chances of success will increase if you:

  • Pitch the right partners
  • Have a strong brand
  • Have prior relationships with them
  • Pitch the right collaboration ideas

The same goes for link outreach. Follow the principles above and you will see more success for your link outreach campaigns.

Any questions or comments? Let me know on Twitter X.



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Research Shows Tree Of Thought Prompting Better Than Chain Of Thought

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Research Shows Tree Of Thought Prompting Better Than Chain Of Thought

Researchers discovered a way to defeat the safety guardrails in GPT4 and GPT4-Turbo, unlocking the ability to generate harmful and toxic content, essentially beating a large language model with another large language model.

The researchers discovered that the use of tree-of-thought (ToT)reasoning to repeat and refine a line of attack was useful for jailbreaking another large language model.

What they found is that the ToT approach was successful against GPT4, GPT4-Turbo, and PaLM-2, using a remarkably low number of queries to obtain a jailbreak, on average less than thirty queries.

Tree Of Thoughts Reasoning

A Google research paper from around May 2022 discovered Chain of Thought Prompting.

Chain of Thought (CoT) is a prompting strategy used on a generative AI to make it follow a sequence of steps in order to solve a problem and complete a task. The CoT method is often accompanied with examples to show the LLM how the steps work in a reasoning task.

So, rather than just ask a generative AI like Midjourney or ChatGPT to do a task, the chain of thought method instructs the AI how to follow a path of reasoning that’s composed of a series of steps.

Tree of Thoughts (ToT) reasoning, sometimes referred to as Tree of Thought (singular) is essentially a variation and improvement of CoT, but they’re two different things.

Tree of Thoughts reasoning is similar to CoT. The difference is that rather than training a generative AI to follow a single path of reasoning, ToT is built on a process that allows for multiple paths so that the AI can stop and self-assess then come up with alternate steps.

Tree of Thoughts reasoning was developed in May 2023 in a research paper titled Tree of Thoughts: Deliberate Problem Solving with Large Language Models (PDF)

The research paper describes Tree of Thought:

“…we introduce a new framework for language model inference, Tree of Thoughts (ToT), which generalizes over the popular Chain of Thought approach to prompting language models, and enables exploration over coherent units of text (thoughts) that serve as intermediate steps toward problem solving.

ToT allows LMs to perform deliberate decision making by considering multiple different reasoning paths and self-evaluating choices to decide the next course of action, as well as looking ahead or backtracking when necessary to make global choices.

Our experiments show that ToT significantly enhances language models’ problem-solving abilities…”

Tree Of Attacks With Pruning (TAP)

This new method of jailbreaking large language models is called Tree of Attacks with Pruning, TAP. TAP uses two LLMs, one for attacking and the other for evaluating.

TAP is able to outperform other jailbreaking methods by significant margins, only requiring black-box access to the LLM.

A black box, in computing, is where one can see what goes into an algorithm and what comes out. But what happens in the middle is unknown, thus it’s said to be in a black box.

Tree of thoughts (TAP) reasoning is used against a targeted LLM like GPT-4 to repetitively try different prompting, assess the results, then if necessary change course if that attempt is not promising.

This is called a process of iteration and pruning. Each prompting attempt is analyzed for the probability of success. If the path of attack is judged to be a dead end, the LLM will “prune” that path of attack and begin another and better series of prompting attacks.

This is why it’s called a “tree” in that rather than using a linear process of reasoning which is the hallmark of chain of thought (CoT) prompting, tree of thought prompting is non-linear because the reasoning process branches off to other areas of reasoning, much like a human might do.

The attacker issues a series of prompts, the evaluator evaluates the responses to those prompts and then makes a decision as to what the next path of attack will be by making a call as to whether the current path of attack is irrelevant or not, plus it also evaluates the results to determine the likely success of prompts that have not yet been tried.

What’s remarkable about this approach is that this process reduces the number of prompts needed to jailbreak GPT-4. Additionally, a greater number of jailbreaking prompts are discovered with TAP than with any other jailbreaking method.

The researchers observe:

“In this work, we present Tree of Attacks with Pruning (TAP), an automated method for generating jailbreaks that only requires black-box access to the target LLM.

TAP utilizes an LLM to iteratively refine candidate (attack) prompts using tree-of-thoughts reasoning until one of the generated prompts jailbreaks the target.

Crucially, before sending prompts to the target, TAP assesses them and prunes the ones unlikely to result in jailbreaks.

Using tree-of-thought reasoning allows TAP to navigate a large search space of prompts and pruning reduces the total number of queries sent to the target.

In empirical evaluations, we observe that TAP generates prompts that jailbreak state-of-the-art LLMs (including GPT4 and GPT4-Turbo) for more than 80% of the prompts using only a small number of queries. This significantly improves upon the previous state-of-the-art black-box method for generating jailbreaks.”

Tree Of Thought (ToT) Outperforms Chain Of Thought (CoT) Reasoning

Another interesting conclusion reached in the research paper is that, for this particular task, ToT reasoning outperforms CoT reasoning, even when adding pruning to the CoT method, where off topic prompting is pruned and discarded.

ToT Underperforms With GPT 3.5 Turbo

The researchers discovered that ChatGPT 3.5 Turbo didn’t perform well with CoT, revealing the limitations of GPT 3.5 Turbo. Actually, GPT 3.5 performed exceedingly poorly, dropping from 84% success rate to only a 4.2% success rate.

This is their observation about why GPT 3.5 underperforms:

“We observe that the choice of the evaluator can affect the performance of TAP: changing the attacker from GPT4 to GPT3.5-Turbo reduces the success rate from 84% to 4.2%.

The reason for the reduction in success rate is that GPT3.5-Turbo incorrectly determines that the target model is jailbroken (for the provided goal) and, hence, preemptively stops the method.

As a consequence, the variant sends significantly fewer queries than the original method…”

What This Mean For You

While it’s amusing that the researchers use the ToT method to beat an LLM with another LLM, it also highlights the usefulness of ToT for generating surprising new directions in prompting in order to achieve higher levels of output.

  • TL/DR Takeaways:
  • Tree of Thought prompting outperformed Chain of Thought methods
  • GPT 3.5 worked significantly poorly in comparison to GPT 4 in ToT
  • Pruning is a useful part of a prompting strategy
  • Research showed that ToT is superior to CoT in an intensive reasoning task like jailbreaking an LLM

Read the original research paper:

Tree of Attacks: Jailbreaking Black-Box LLMs Automatically (PDF)

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