There’s an endless number of reasons why it is advantageous to get a guest spot on the right podcast. For some coaches, nonprofits, and influencers it’s literally a business-changer. You get to promote your business, showcase your expertise, and tap into a new audience. But where most people struggle is ‘how do I get on a podcast?’. We help clients pitch themselves every day, so we’re dishing out our best advice and we’ve put together an entire pitch kit so you can get all of our templates and DIY your way into a guest spot on your favorite podcast. As many podcast hosts will tell you, your pitch should be about them and their audience and not about you. The host and their audience need to benefit from your visit, and it’s your job to tell the podcast host how you’re going to make that happen. The first step is making sure that you’re pitching to the right podcast.
How to Identify your Audience and Podcast of Interest
First, you need to create a list of target podcasts on which you’d love to appear. We suggest making a quick list of 10 that come to mind. We’ve included a template in our Podcast Pitch Kit. You first need to identify your audience because as mentioned in the benefits above, your end game is somewhere around marketing your own podcast, your services, or even a product. So, with that agenda in your back pocket, it’s time to identify your target audience – the people who will really benefit from what you’re going to discuss on the podcast if you can get a guest spot. This step is very important because if the audience of the podcast is not your target, there is no point in appearing on the podcast. You want to get the right message, in front of the right people, at the right time. Consider the kind of podcasts your ideal audience listens to. Sometimes, the easiest way to do this is to put yourself in your customer’s shoes. If you’re a health & wellness coach, and you want to promote your awesomely unique method of meal prep on a podcast, you likely wouldn’t identify business strategy podcasts to try to pitch for a guest spot – that just isn’t where your people will be listening. Another way of creating a target podcast list is by looking at what your competitors are doing. A word of caution here, you need to stay in your own lane. This exercise is simply to see the types of podcasts on which they’re appearing so you can get an idea of where your people are hanging out. We would strongly suggest you not listen to their episodes, as this breeds comparisonitis in a big way, and that kills your authenticity factor. So you’ve identified your top ten podcasts to pitch, now you need to dig a little deeper and get more information on these podcasts so that you can send a quality pitch. Below is the exact step-by-step process we go through when pitching our clients for guest spots after we make the quick ten list.
- Look at the first podcast on the quick ten list.
- Google the name of the first podcast + podcast at the end of it, if that’s not already in the title.
- One of the first few links as long as it’s not an ad (which Google clearly labels) should be where you need to start. This should bring you to some type of website or landing page for the podcast.
- Grab your Podcast Pitch Kit worksheet called Target Podcasts so that you’re ready to find the information you need.
- The first column on Target Podcasts is Podcast Name. You’ve got that!
- The next column on Target Podcasts is Podcast Host. Look through the website of the podcast page you just searched to find the name of the podcast host. It is 100%, absolutely, non-negotiable essential (is that clear enough?) that you spell the person’s name correctly. Nothing is going to lower your chances of a guest spot faster than poor spelling and grammar – especially on the host’s name! Once you have the correct spelling of the host’s name, record that in the Podcast Host column.
- The final column on Target Podcasts is Contact Info. Here you can record their email address, or any special procedures they have to apply for a guest spot on their show.
How to Write a Quality Pitch
As we mentioned above, the guest podcast space is very competitive. Why? Anyone who wants to increase their reach will get in touch with the hosts who already have a following. Podcasts also have a high conversion rate because, with the right research, you get in front of the right audience. You need to bring your A-game when writing your pitch and we’ve included a swipe file of a standard pitch that we use for some of our clients in the Podcast Pitch Kit. We’re going to go through the email in the order laid out in the Podcast Pitch Kit:
- Subject Line
This is the first thing the podcast host sees, so it is essentially their first impression of you. You’ll want to get straight to the point by stating clearly in the subject line that you want to be a guest on their show, and you need to include a 3-5 word value hook in there as well. What can you say to this person, in 5 words or less that states your unique viewpoint on something, the value you bring to the table, or your area of expertise? Include that here.
Very short and sweet Hi followed by the host’s name (for the tenth time – spelled correctly).
State that you just listened to their podcast (make sure that is true), and reference the episode name or number. This will pique their interest because you’re an actual listener, and you’re showing that you’ve put effort into this email and are not sending out a generic, canned template pitch to 50 podcasts a day, hoping something sticks. That’s never how you want to come across. Go on to reference something they said, and how you agree with that point or respectfully give them your opinion on it, if yours differs from theirs. Explain that as a listener of the show, you know what the audience values, and you can bring that value to the show in this unique way. Explain what the unique way is, keeping it short. No one is going to read a two-page email. You have a very limited amount of time and space with this person, so make every word count! Explain next that you know their time is valuable (because, hey, no one likes a time-waster), and you’ll keep it short. Give them your bio and information about your service/product/business in 5 sentences or less. Round the email out by giving them two to three suggestions for episode topics on which you could bring a ton of value. Ask for the response, tell them that you’d love to know if they think you’d be a good fit for their show, or not. Sign the email with your name, website, and any social media links that are relevant.
How to Follow Up
Make sure you keep track of who you send an email to, and when. We’ve included a tracking sheet in our Podcast Pitch Kit so you don’t lose track of anything! You’ll want to give it 5-7 business days before you follow up again. This gives them time to read and process the email, and puts you back in their inbox in a reasonable amount of time if you don’t get an answer. It’s important to keep track of responses. It makes you look disorganized if you do get a response, you don’t make note of it on your tracking sheet, and you end up following up with someone who already answered you. We’ve included a swipe file for the podcast follow-up email in our Podcast Pitch Kit also. We’ll break it down in the order that it’s written, though it is intentionally very succinct:
- Subject line
Explain that you’re following up on the request you made last week. This adds a little bit of urgency to the email, without becoming pushy.
Hi followed by the correctly spelled host’s name.
Explain that you know they’re busy and their time is valuable, so this is the last time you will reach out to them. Let them know you sent an email last week explaining that you think you could bring a ton of value to their show, by talking about the topics you listed in your original email. Let them know that you’d appreciate a reply, and you appreciate their time, once again. It’s extremely important here to ask clearly for what you want. You want them to reply to you, don’t be afraid to ask for the reply. Sign off with your name, website, and any relevant social media links.
While there is a ton of upfront work that goes into getting a guest spot on a podcast, the benefit (as long as you’ve targeted your audience correctly) far outweighs the work. Getting a guest spot on a podcast will get you in front of the exact buyers you are trying to reach! Just be sure you have a clear call to action to give once you land on the show. You want to be sending everyone listening to a freebie, that the host can link to in the show notes, to get those names on your email list!