by Jackie Lapin, Radio/Podcast Virtual Book Tour Expert
Today podcasts are the hottest form of media for leaders, authors, and experts who wish to connect with audiences eager for information, solutions, empowerment, community, and entertainment.
Reaching more targeted audiences than the shotgun approach of traditional radio, these shows give listeners the flexibility to time-shift so they can be fully present whenever they want to absorb the content. Listeners also recognize an implied endorsement of the podcast guest by the host when the host offers his/her available airtime to this guest.
Podcasts are growing exponentially because of the ease at which they can be created and by the incredible ability to grow an audience quickly. Today the number of podcasts is rapidly approaching one million. The leading podcatcher (aggregators of podcasts)—Apple Podcast, iHeartRadio, Spotify, and Stitcher—are just the tip of the iceberg.
That gives you a vast opportunity to introduce yourself to new and passionate audiences. A good podcast guest offers value to the host’s listeners: information, education, and links to free online gifts. Today, most podcast hosts are happy to give you a forum to introduce your products, services, books, and resources. Being showcased on a podcast is a fabulous way to market, especially since there is–only on rare occasions–no cost of entry.
But do not make the mistake of thinking that just because you want to guest on someone’s podcast they will jump at the chance to have you on! That may be the case with your close friends and colleagues, but in most cases you’re going to have to make a compelling case for why a host should give you thirty minutes to an hour of their precious airtime. Keep in mind that many of the more popular hosts get HUNDREDS of requests to be on their shows MONTHLY!
If you want to get booked, you will need to tip the scales in your favor. I have booked more than 10,000 interviews for my Radio/Podcast Tour clients. Among them are the nearly 200 luminaries, leaders, experts, and authors for whom we have booked full radio/podcast tours, generating from 30 to 80 interviews each.
I have identified 20 different criteria that factor into a podcast host’s decision to have you on their show. Any one of these might be enough to get you BOOKED!
So listen up and see how you can make yourself irresistible to a podcast host!
1. You have a newsworthy, timely, or compelling hook.
Little appeals more to a host than someone who is right in the thick of what is currently on the minds of their listeners (or in some cases viewers, as many podcasts today include a video component and become videocasts). If you can make yourself and your subject relevant to what is newsworthy, timely, or a cultural hot button, you’ve got ‘em. Your subject could also be timed to a holiday, an anniversary, or an event that is topical.
2. You have a solution for a problem, fear, or pain that the podcaster’s audience suffers from.
The single most alluring thing to offer a host is a solution for what’s keeping their listeners awake at night. Do you have a method, process, product, service, coaching program, or other advice or resource that brings the listener closer to peace of mind, love, health, or prosperity? Can you help people cope with a challenge they face? When you offer your wisdom, coupled with a free gift or a paid service/product that leads to a positive outcome for the listener, the host will likely welcome you! But before you pitch, make sure your solution is the right match for this host’s audience.
3. You have a book.
Having a book gives you instant credibility. This implies you are an expert, and if your expertise matches the interest or need of the audience, then the host will find you are an ideal guest. Furthermore, if your book is newly released, that provides a timely impetus to get you on the air. Podcasts don’t require you to have a recently released book to invite you; they just want great content that interests or changes the lives of the listener. So if you don’t have a book, and want to secure a very effective key to opening the door for more interviews, start writing! If this is a challenge, there are tons of ways to get help:ghostwriters, editors, author-coaching programs, write-a-book-in-a-weekend programs, etc. And don’t think your book is the only subject you can discuss; the book opens the door, but then you can talk about your other services and resources in the interview.
4. You have a powerful personal story of overcoming, redemption, triumph.
Great human-interest stories are a powerful enticement for a podcast host. Who doesn’t love inspiration and motivation that shows people a path through trauma, tragedy, pain, or addiction? You are living proof to their listeners that there is hope! If you have advice to help the listeners move forward in the same way you did, you have a golden formula! So tell your story to the host in brief when pitching yourself. Make this an incentive for them to book you, so you can tell your story to their world.
5. You’re an expert in a field that this host has been discussing with his/her audience, and you have the credentials to prove it.
You don’t HAVE to have a book. Just your expertise in a subject that is important to the host can get you in the door. Do you have credentials or proven results you can point to that demonstrate clearly your ability to bring knowledge and enlightenment to the listener? And even more compelling, does your expertise enable you to speak as an expert on a subject that is already ongoing for this show? If so, play this up big when presenting yourself as a guest.
6. Your clients include celebrities or other highly recognizable figures, or you have testimonials from such figures
One of the fastest ways to get a “yes” from bookers is for them to see you’ve hung out with the rich, famous, or recognizable leaders. Have you coached them or been on stage with them? Have you served celebrity clients? Have you partnered with someone noteworthy? Have you been a top disciple in their ecosystem? Do you have testimonials or endorsements? And if all this fails, can you create a pitch that aligns you with a celebrity even if you don’t know them—something you are doing that’s the same as they’re doing, a trend you are leading that they share—what commonalities can you point to that might be newsworthy? Take advantage of any possible connection to intrigue the host.
7. You have a unique talent that no one else—or few others—can claim.
Hosts are always looking for something novel to introduce to their audience. If you have a talent that offers something new, unique, entertaining, or possibly useful to their listeners, you have a great hook to get their attention. Who doesn’t want to be the first kid on the block to show off their new toy!
8. You have demonstrated that your expertise, program, or product has achieved uncommon results.
Results are a powerful statement of your gifts, talents, and expertise. Show the host what you have achieved for yourself or your clients, and you have instant credibility and appeal. But these results must stand out from the average! Make sure your success compels the host to take a longer look at why you’re worthy of thier airtime. If this is something host’s listeners can emulate or take advantage of, the door may well swing wide open.
9. You have a system or a program with a numbered list of tips.
OOOH…who doesn’t love a list of tips! This is the single most alluring strategy to get a host psyched to have you on. Tips show you offer value. Tips show you won’t wander all over the place; you’ll be succinct and direct. Tips show you have a proven body of knowledge you can distill into a simple formula. Give your tips a snappy title or subject and capture the host’s attention immediately. Tips can be Dos and Don’ts, Mistakes Not to Make, things they must know, ways to be more successful, techniques to stay healthy. Be creative, but be NUMBERED!
10. You’ve had some extraordinary experience (paranormal, spiritual, escaped from a war-torn country, survived a terminal diagnosis, etc.)
Tell a juicy story about something extraordinary you’ve experienced, and that’s like catnip to the right host. Have you had a near-death experience that changed your life? Had a message from God that kept you from getting killed in an accident? Experienced a miracle recovery? Escaped danger, or been on a peak adventure? When you tell your story, the listeners are living vicariously through you, imagining themselves in your shoes. What could be more thrilling and exciting?
11. You are a pioneer in an emerging field.
Many hosts want to be on the cutting edge of what’s new and be the first to bring this to their audience. If you’re a pioneer in an emerging field, you’re perfectly positioned to be a sought-after guest. Give the host an idea of what subject you can shed light on to open a new world of possibilities for the listening audience.
12. You discovered/created something useful for the advancement of some aspect of the culture.
Maybe you’re looking beyond the individual, and what you offer will have an impact, if not on the whole world, then on a segment of society. What you bring is useful to improve the level of existence for some aspects of the world. It may have global/regional or cultural significance related to race, environment, peace, hunger, indigenous peoples, artists, —and you have a powerful insight, solution, or perspective that drives the dialogue. For the right host, this is a great inducement to book you.
13. You do something noteworthy to save human or animal lives, or impact the health of the climate. Or you do something selfless to make a difference.
So you’re leading or are part of a movement saving or preserving individual lives, human or otherwise, and you can relate stories of where you’ve been able to make a difference. Or perhaps you did something selfless to help others thrive. Any of these factors makes a compelling show for a host. Tell your story, show the impact, and illustrate how you bring others to join your campaign. Making a real difference is a great focus for many hosts.
14. You do something to uplift people in a time of challenge. You empower people or offer hope.
Sometimes just offering empowering stories, wisdom, or strategies is enough to convince a host to give you the spotlight. People need hope, and if you can offer light when things appear dark, you’ll find a willing podcast host. Whether this is for a segment of society—their target listenership—or for society in general, hope is a valuable commodity on the airways.
15. You did something specific on social media to create significant buzz culturally or worldwide.
Are you a YouTube sensation or a viral meme instigator? Have you used social media in a revolutionary way or created a site that attracts gazillions? For the right show, someone breaking through on social media is a no-brainer guest.
16. You illuminate something crying out for more clarity and transparency in the cultural conversation.
There’s a controversy, cultural confusion, or downright disinformation being disseminated by the media. You have truths, facts, and expertise that provides transparency and clarity. Well, don’t be shy! Get in there and offer your voice! Hosts love to have people who can shed real light on murky quarters!
17. You’re an influencer with a significant social media presence who can draw more people to the podcaster’s show.
Podcasts are always looking to grow their audience size! If you have a substantial social media presence and following and will promote the host’s show to your audience, you should make this clear in your pitch letter. It will likely be one of the factors weighing in your favor, compared to someone with a small following, if this is an important consideration to that particular host.
18. You have a podcast in a related field you will trade for airtime with the podcast host.
And here’s another quid pro quo: if you have a podcast in a related field that the host you are pitching would benefit being on, offer to do an exchange. You offer a spot on your show in exchange for a spot on their show. Of course, your content must be the most important consideration, so you bring that forward first, but you can mention the exchange possibility toward the end of the pitch letter. Your show must have a comparatively decent-sized audience to make this an appealing offer to the host, and must have a following with the similar demographic. You need a clear benefit as to why the host would want to take you up on the offer.
19. You write a compelling pitch letter, well-written, concise, and captivating.
So now you know what factors get you to the head of the class with a podcaster, but if you can’t make your emailed pitch dynamic, you can forget getting airtime! Your pitch needs to be crisp, compelling, and intriguing. It has to tell the host concisely “why you?” What you bring to the table worth 30 to 60 minutes with their viewers? Make your pitch sing! It can’t be more than a page and half on a Word document, and the shorter the better. And check the spelling and grammar. You’d be surprised how often this will get you disqualified. If you want some professional guidance on writing your radio/podcast/videocast pitch letter, check out the e-course at https://speakertunity.com/get-booked-pitch-letter-training.
20. You compose an irresistible subject line
One last critical step! Compose a subject line that compels them to open the email. Begin with these words: “Guest for Your Show” so they know it’s not spam. Then follow with a limited number of words, give them a reason to open it—the topic, the expert, the story, the hook! Capture their attention and intrigue them so they want to know more.
If you want my guide on How to Become a Formidable and Sought-After Podcast, with much more information on what to do once you get booked, visit www.ConsciousMediaRelations.com/podcast.
Jackie Lapin is a leader in helping leaders, entrepreneurs, authors, practitioners, speakers, and messengers connect with their next followers around the globe. For the past ten years her internationally acclaimed Conscious Media Relations provided radio/podcast tours and speaking engagements to support the growth and revenue of authors. Learn more at www.ConsciousMediaRelations.com/Tour and www.SpeakerTunityCities.com.
