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Podcasting has exploded in recent years. The numbers just keep looking better and better for this amazing medium.
You already know that podcasting is a great way to expand your influence and authority in your field. Did you realize that one of the best ways for this to happen is for you to be a guest on podcasts?
Why Be a Podcast Guest?
Let’s assume for a moment that your area of expertise is productivity. You have books and courses on how to be more productive. You even have your own audience of followers who buy everything you put out. How can it get any better than that?
Be a podcast guest!
By appearing on podcasts as a guest you expose your expertise to many other people. If you choose wisely what shows to appear on, you will find that your own audience of followers will grow exponentially and your revenue from all your products will increase as well. These are all extremely positive things!
Other Reasons to be a Podcast Guest
Maybe our scenario isn’t close enough to your situation? Think hard because I am sure you can imagine some other reasons you want to be a podcast guest.
- You want to promote your own podcast
- You want to reach more people in your target market
- You want to grow your own audience by promoting an article, book or other product you put out
Two Ways to Become a Podcast Guest
Regardless of the reasons you have for wanting to be a podcast guest, you can basically approach it two different ways.
- You could wait for podcast hosts to approach you and ask you to be a guest
- You could be proactive and promote yourself to podcast hosts as a guest
In our experience here at Elite Podcast Agency, we have found that being proactive can lead to 4, 8, or even 15 or more appearances a month.
Using the wait and see approach is possible, but what are you doing to be noticed by podcast hosts? What is going to make them reach out to you to ask you to be a guest?
Being that proactive person means you increase your chances of getting a guest spot on a podcast.
Why Be on Someone Else’s Podcast?
This is actually a fantastic question.
Your own podcast has a target audience. By being a guest on podcasts with a similar target market, you are quickly able to reach a new audience of listeners.
When you appear on a podcast as a guest, you know a couple of things about that show’s listeners right away:
- They listen to podcasts
- They are interested in the topic you speak about
Appearing on a podcast as a guest expert or potentially a guest co-host, you get the opportunity to promote your own show to a new audience of listeners. Marketing your show in this way is extremely effective.
You may still be wondering why this is so effective. The answer is there if you just look deeper. You will attract new listeners you know are already interested in your topic.
What Audience Should You Reach?
This one is obvious—you want to reach the audience your business is trying to reach.
You need to take a moment to ask yourself a few questions.
- What does your ideal customer look like?
- How does your ideal customer describe themselves?
- How do you describe your ideal customer?
Your next step is to find the podcasts these ideal customers listen to. Use all of your marketing channels to find podcasts that your ideal customers will be listening to. Those are the shows you want to appear on.
How Will You Find Shows Your Audience Listens To?
Identifying your target audience is done and now you have to find the podcasts they listen to. There are several ways to do this.
- Search specific keywords in Apple podcasts
- Browse Apple podcasts by category
- Search Google for podcasts your target audience is listening to
- Browse online podcast directories
- Find an influencer in your field and see what podcasts they’ve appeared on
- Hire a virtual publicist to get you booked on the right shows
Regardless of the strategy you employ, you are going to wind up with a large list of podcasts. You are going to want to reach out to the booking contacts next.
At this point, you want to create a spreadsheet or other document that tracks the information about the podcasts you’ve found.
At a minimum, you will want:
- Podcast name
- Podcast website address
- Podcast category
Later you can add other information like the host’s name and email address.
Use the previously mentioned strategies to find 5 to 10 podcasts in your target market.
Writing the Pitch
As you collect your list of potential guest appearances, be sure to note the topic of the podcast so you know exactly what to pitch them on.
A good pitch will include at least 3 topics.
A simple and easy way to figure out what topics to pitch is to come up with one pitch for each of the three different types of pitch.
- Area of Expertise. This is a pitch that falls into your area of expertise or the knowledge you hold about your industry.
- Problem and Solution. You could pitch a problem and your unique solution to that problem.
- Unconventional opinion. If you hold a strong opinion that runs contrary to the normal opinion on that issue in your industry, you could pitch that.
As you write the pitch, focus on writing a topic you could speak on for 20 to 30 minutes for each of the subjects. Use your knowledge of your industry.
- What information are they looking for? (Area of Expertise)
- What are some frequently asked questions? (Problem and Solution)
- In what way do you disagree with the standard industry approach? (Unconventional opinion)
These are all topics you can pitch to get on a show.
Contacting the Host
Once you’ve come up with your pitch, it is time to contact the podcast host.
I have some strong advice before we go any further into the process of getting booked.
When you finally approach the host, be genuine. Don’t try to be something you are not. If you are funny, be funny. If you are sarcastic, be sarcastic. You want to use this approach so the host is not surprised later.
Pitching the host is the critical part of this entire process.
Write an email that compels the host to write you back. This email should be completely focused on you. Tell the recipient why having you as a guest is a great idea for them. Explain to them the benefits you bring with you.
Always focus on the value you bring.
- What is something unique you can teach their audience?
- What great story do you have to tell that will benefit their audience?
- What is something new you can share with their audience?
Create a template and use it.
What happens if you send out your emails and you don’t get a response?
Should you just give up?
Never give up! You have some important things to say. You have important information to share.
When you follow up persistently and politely, you show that you’re serious and have something important to share.
With each follow-up email, be sure to add value.
How are you going to add value to your previously well thought out pitch?
- Share links to other podcasts you’ve been on
- Share testimonials for your speaking and writing
- Provide links to articles that are about the areas you pitched
Make the Most of Your Appearance
Your appearance must translate into some return for you or else it is a waste of your time.
If you’re selling a product, don’t pitch it on your first appearance. It is too early in your relationship with this new audience.
Focus your efforts on promoting a free course or an opt-in offer you have. Provide value to the listeners and you will see a return on your investment.
Be sure to prepare a call to action before your appearance that you will use at the end of the appearance.
This is where you will promote your freebie. This is also where you answer the question “Where can the listener find out more about you?”
Summary of the Steps
After the lessons I’ve just taught, you are ready for your own podcast tour.
The summary of the steps is simple and easy.
- Make a list of podcasts that exist in your target market
- Come up with 3 topics to pitch
- Email the host with your pitch
- If you don’t get a response, politely follow up
- Promote a free resource you have available during your appearance
Feeling Intimidated or Overwhelmed?
If these steps are intimidating to you or you feel overwhelmed, Elite Podcast Agency has a service that will get you booked on podcasts without you doing any of the work. It is a completely done for you approach. You can access this service by filling out a guest application.