Steal My High-Converting Episode Framework

Episode 236 | Insider Secrets to a Top 100 Podcast | Courtney Elmer
The Secret to Planning Podcast Episodes that Turn Listeners into Clients
Ever sit down to plan a podcast episode and find yourself still staring at the cursor on your screen an hour later? Well, join the club — or at least, the club I used to be in before I cracked the code on how to create episodes that don’t just entertain, but actually convert.
In the early days of planning podcast episodes, I had the (naive) notion that if my content was valuable enough people would drop what they were doing and bang my virtual door down asking how to buy. Yeah, not so much. Fast forward through four years and over 240 episodes, and I’ve learned that’s not exactly how it works.
Three Missing Pieces That Are Costing You Conversions
If you’ve been podcasting for a while, you’ve likely heard listeners say they love your show — but they’re not asking how to work with you. Over the past eight years, I have dedicated more than 15,000 hours to studying human behavior in marketing, and in the last four years, I've focused specifically on podcasting psychology.
In doing this work, I’ve found there are three missing pieces that might be costing you conversions:
- Over-Teaching: Most hosts teach how-to content and pack as much information as possible into an episode. But when you're planning podcast episodes, all this does is overwhelm listeners — making them think they don't need your help or that they can manage on their own without seeking your services.
- Expert-Level Communication: It’s not just about avoiding industry jargon, it’s about truly meeting your listeners where they are. The secret is to adjust your message so it matches their current level of understanding — making it not just heard, but felt. This is a key piece to planning podcast episodes that are hyper-relevant.
- Focusing on Benefits Over Problems: It’s okay to highlight the positives, but without zeroing in on the specific problems you solve, your message won’t connect with those who need it most. People are drawn to solutions that clearly address their immediate issues. So when you're planning podcast episodes, don't just focus on selling the solution. Speak to their specific problems first — this is how you’ll create desire and demand for the solution you offer.
- Vagueness: If you’re too general about the problems you tackle, your content might as well be background noise — easy to tune out. Using specific examples when planning podcast episodes makes your message clear and memorable, helping it stand out in a crowded podcast landscape.
The bad news? If your podcast isn't bringing you leads and clients, you might unknowingly be doing one (or more) of these too.
The good news? It's totally fixable. The even better news? When planning your podcast episodes, you can create desire and demand for what you offer without giving away everything you teach for free. (Actually, when you re-read that you'll find the secret to doing it).
How to Plan Podcast Episodes with the High-Converting Episode Framework
Ready to start planning more effective podcast episodes? Say hello to the High-Converting Episode Framework. I developed this framework because I saw too many talented podcasters creating great content that just wasn’t converting.
This framework is designed to help you structure your content strategically to move listeners through the episode, shift their perspective, and make your call to action (CTA) feel like the natural next step.
There are eight total elements that make up this framework, and the magic is in how all eight of them work together. (For the full breakdown on why each of them is so important and how to use them together, make sure you listen to today’s episode). Fun bonus: once you know it, you'll hear it at work inside my episodes too. Cool, huh?
Here’s a closer look at the eight elements that make up the High-Converting Episode Framework:
- Your Episode Teaser: This is where you grab attention right off the bat. In 45 seconds or less, you need to lay out what the episode is about, identify the problem, and hint at the solution you’ll explore. The goal is to spark curiosity and compel listeners to stay tuned for the whole episode. Think of this like the trailer of a movie.
- Your Intro Track: Your intro track is like the front door to your episode. It should let listeners know exactly what to expect from your show and affirm they’re in the right place. Shorter is better and less than 30 seconds is what you want to aim for (mine is under 10 seconds).
- The Personal Segue: This is a short, 2 - 3 minute personal story or anecdote related to your episode's theme. This allows you to connect with listeners on a human level, making them feel like they’re getting insights from a trusted friend. Many hosts are tempted to skip this part, but including it when you’re planning your podcast episode will help to create the connection that’s crucial for building trust — the prerequisite to any sale.
- Belief-Shifting Body Content: There are lots of ways to shift perspectives inside your episode (this episode is a great place to start). Your body content is the core of every episode — it’s where you share your expertise. But instead of overwhelming your audience with how-to’s, focus on teaching them what they need to do and why they should do it. The "how" should be something they can only get through your programs or services, which will create the natural desire to take the next step if they want to learn more.
- Call to Engage: This segment invites listeners to interact with you outside of the podcast platform. Whether it’s asking them to DM you on Instagram, leave a review, or find you on LinkedIn, keep it short and sweet.
- Call to Action (CTA): Your CTA should be a direct invitation for listeners to take a specific action, such as subscribing to your email list, downloading a freebie, registering for a workshop, joining your challenge, or more. Just make sure any links you share are evergreen, so no matter when someone listens, they can still engage with your content effectively. (If it’s a time-sensitive or date-based link, we recommend using Dynamic Content instead).
- Upcoming Episode Teaser: Give your listeners a reason to come back by leaving them with a cliffhanger and teasing the content of the next episode. This technique is called “opening a loop” that they’ll naturally want to come back to close.
- Signature Sign-Off: End each episode with a distinctive sign-off — this could be a tagline or a simple reminder of what your podcast is here to help them do. It’s a single sentence that lets your listener know they’ve reached the end of the episode, creates continuity, and reinforces your brand message.
Put It Into Action
This is the exact framework we've used to help over 60+ clients plan better episodes and turn their podcasts into their #1 source of organic leads. But each element is strategic, which means it only works when you're using all eight elements together.
(Even then, they'll only work to some extent until your podcast messaging is fully dialed in — book a free strategy call with our team if this is something you feel like you need help with).
Once you get the hang of it, it's like setting off a powerful chain reaction — each element works together to keep listeners hooked until the end. In the short term, this will help to increase your listener retention and total listens, and when you master this episode structure, you'll start seeing the results throughout your podcast metrics and, more importantly, in your bottom line.
And if you want more strategies like this one for transforming your podcast into a powerful client-converting tool, make sure you're following Insider Secrets to a Top 100 Podcast on your favorite podcast app so you can learn how to keep your listeners engaged and turn them into loyal clients.
Next Up
In the next episode, we’re diving into the big question: Do you really need a podcast editor, or can one of those shiny new AI editing tools get the job done? We'll break down the pros and cons, and give you the inside scoop on whether to DIY or delegate. Tune in to learn how to make the best choice for optimizing your time and getting the polished podcast episodes your listeners love.