The Ultimate Guide to Getting On Podcasts as a Guest

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Today we’re happy to share a guest article for you on how to get on podcasts as a guest. This article was contributed by Kai Davis, author of Podcast Outreach, a guide on how to grow your audience by appearing on podcasts.

Do you want to get on podcasts as a guest?

There are a number of reasons why you might want to appear as a guest:

  • You might want to promote your own podcast
  • You might want to reach people in your target market
  • You might want to grow your audience by promoting a popular article you’ve written

No matter what your motivation, when it comes to getting on podcasts as a guest, you can approach it in two ways:

  • By waiting for podcast hosts to contact you and ask you to appear as a guest or
  • By proactively reaching out to podcast hosts and promoting yourself as a potential guest

What I’ve seen is that by taking the lead and reaching out to podcast hosts, you can appear on 4, 8, or 15 or more podcasts each month.

If you’re waiting for podcasts to contact you and invite you on as a guest, what are you doing to get noticed? Why would they reach out to you?

By proactively reaching out to podcast hosts when they’re planning out their guest lists, you increase the chances that a host will invite you on as a guest.

I have a podcast — why would I want to guest on podcasts?

Excellent question!

If you have a podcast, then by guesting on podcasts similar to your own (or that reach the same target market that you reach), you can reach a new audience.

You know that people who listen to podcasts that you appear on as a guest:

  • Listen to podcasts
  • Are interested in the topics that you talk about

By appearing on podcasts as a guest expert for an interview or a guest co-host or panelist for an episode, you have the opportunity to market yourself and your podcast to that audience.

That way, you can attract new listeners who you know are already in your target market as listeners.

By the way, I’ve put together a free 5-day course on how to Get On Podcasts. When you sign up for the course, you’ll get a free 5-day course on how to get on podcasts that your target market listens to.

How to know what audience to reach

You want to reach an audience that matches the audience your business is trying to reach.

Who is your ideal customer? How do they describe themselves? What words do you use to describe them?

You want to find podcasts that these people listen to. You want to focus on the same audience that your business is trying to reach through your other marketing channels.

How to find podcasts your audience listens to

Once you identify the audience you’re trying to reach, you need to find these podcasts online. There are a few ways:

  • You can search in iTunes for specific keywords
  • You can browse Apple’s iTunes Podcast Directory by category
  • You can search on Google for podcasts that your target market might listen to (Searching for things like “Target Market + Podcast”)
  • You can browse online podcast directories like cast.market
  • You can identify an influencer or authority and then scout out the podcasts that they’ve appeared on using The Magic Google Search

No matter which strategy you follow, you want to end up with a list of 5, 10, or 20+ podcasts that you want to reach out to.

At this stage, you want to identify the podcast and catalog the following information about the podcast:

  • The podcast name
  • The podcast website’s URL
  • The podcast topic

You’ll come back later and identify the other information you want about the podcast (host name, host email address, etc.).

By the way, when you sign up for the Get On Podcasts course you’ll get a bonus template that you can use to track the podcasts that you find during your research.

Use the above strategies to find 5-10+ podcasts that reach your target market.

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How to write a juicy pitch

While you’re cataloging podcasts, you want to note the topic of the podcast, so you understand what to pitch them on.

To write a juicy pitch for the podcast, you want to figure out three topics to pitch.

One easy way to do this is to figure out one pitch for each of three different types of pitch:

  • Area of Expertise — A pitch about a topic that falls into your general area of expertise or knowledge about your industry.
  • Problem → Solution — A pitch about how to solve a common problem that someone in your target market may be experiencing.
  • Unconventional Opinion — A pitch about a strong opinion you hold counter to a common viewpoint in your target market.

For each of these categories, you’ll want to write out one topic for discussion that you could talk about for 20-30 minutes. You should draw on your knowledge of your target market:

  • What common information are they looking for? (Area of Expertise)
  • What questions do they often have? (Problem → Solution)
  • Where do you disagree with the industry approach? (Unconventional Opinion)

Each of these is a topic you can pitch to a podcast host.

Contacting The Podcast Host

Once you have your pitches and your list of podcasts, you want to find the contact information for the podcast host.

Take the list of podcasts that you identified and go through it, visiting each site on the list.

You’ll want to capture the following information (and remember, you’ll get a template that you can fill in when you sign up for the five-day Get On Podcasts course)

  • The host’s name
  • The host’s email address

Below, I cover 5 strategies to find the email address of the podcast host. But one thing to keep in mind: if you’re searching for someone’s email address and you’re struggling to find it (it’s taking you more than 5-10 minutes), cross off the podcast and move on.

You don’t want to get stuck on searching for an email address for an hour. If you’re struggling to find an email address, move on.

Let’s talk about how to find a podcast host’s email address

Finding The Podcast Host’s Email Address

When you’re searching for the host’s email address, there are a few specific places you’ll want to look:

  • On the about page of the show
  • On the host’s personal web page
  • As the reply-to address on the podcast’s newsletter

If you can’t find it in any of those places, there are two tools that I use (and love!) to find someone’s email address — or point me in the right direction to find their email address:

I typically only use Hunter, but Any Mail Finder is a great secondary tool for you to use in case Email Hunter doesn’t turn up any results.

Hunter works like this:

First, you enter the domain (or Site URL) for the person you’re trying to find (example: DoubleYourAudience.com)

Then, Hunter returns a list of every email address they’ve found in their crawling of the internet that matches that domain.

On top of that, Hunter gives you their best guess at the format for email addresses at that domain.

Do they typically use FirstName@siteurl.com? FirstNameLastName@siteurl.com? LastName@siteurl.com? Something else?

Hunter will give you their best guess at the ‘common pattern’ for email addresses at that domain — and then let you search for someone using that pattern:

If Hunter doesn’t give you the direction you need to track down the prospect’s email address, then try using Any Mail Finder as a backup.

How to write a ‘must reply’ email

Now you have four things:

  • A list of podcasts
  • Your three pitches
  • The name of each podcast host
  • The email address of each podcast host

You’re ready to pitch the podcast host.

You’ll want to write an email that the podcast host wants to reply to. (You can learn about how to write an email to anyone and get a response in the Free Outreach Course).

You’ll want to write a ‘you’ focused email that speaks to the recipient about the benefits of having you on as a podcast guest.

My preference for a podcast outreach email? Focus on demonstrating your value:

  • What unique information can you teach their audience?
  • What interesting story will their audience benefit from hearing?
  • What new piece of knowledge can you share with the listeners?

Here’s my preferred template:

Heya NAME,

I’m a big fan of PODCAST NAME and loved the recent episode where you talked about TOPIC.

I help teach people BENEFIT FOCUSED OUTCOME. I’d love to help teach your audience about any of the following topics:

Topic #1 — Short description of your first topic and the benefits to the listeners of hearing you two talk about this.

Topic #2 — Short description of your second topic and the benefits to the listeners of hearing you two talk about this.

Topic #3 — Short description of your third topic and the benefits to the listeners of hearing you two talk about this.

Does one of these sound like they’d be a good fit for your audience?

Just hit reply and let me know which topic you’d like to talk about on an episode. After that, we can work out scheduling details.

Thanks so much,

YOUR NAME

(You can read more about writing a podcast outreach email)

How to follow-up politely

Once you send an email, what do you do if the host doesn’t reply?

A person with a weak ego would give up — but you don’t have a weak ego.

You have something important to share. You have an important story to tell.

Is what you have to share so unimportant that you’ll give up after only one attempt?

By following up politely and persistently, you’re demonstrating to the podcast host that you’re serious and that you have something important to share.

However, you want to make sure that you’re adding value with each follow-up.

You don’t want to send ‘more and the same’ with each follow-up email. You want to add additional value. How?

  • By sharing links to other podcast episodes you’ve been on
  • By sharing social proof in the form of testimonials for your speaking or writing
  • By linking to articles you’ve written that align with one of the topics you pitched

Here’s an example follow-up template:

Heya NAME,

Check it out — I was recently on OTHER PODCAST to talk about TOPIC: EPISODE LINK

It’s a great episode and the audience loved it.

This episode is a great example of the actionable advice and knowledge that I can share with your audience.

You can check out the full episode here: EPISODE LINK

Are you looking to fill an opening in your schedule? I’m currently booking out guest appearances for the next two months.

If you’re looking for a guest, just hit reply and let me know me. Once I hear back from you, we can confirm the topic and the time.

Thanks,

YOUR NAME

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How to make the most of your podcast appearance

When you appear on the podcast, you want to make sure that your appearance translates into a return for you.

If you have a product for sale, you don’t want to pitch it on the podcast. It’s too early in your relationship with the listeners to sell them on a product.

You’ll want to focus on promoting a free course, a lead magnet, or something small and free they can engage with and get some value out of.

Like this free 5-day course on how to get on podcasts!

This is what Mojca Mars of Super Spicy Media and frequent podcast guest about marketing and social media had to say about the template she learned in my free 5-day course on outreach:

“I wasn’t sure what steps to take to get on a podcast. When Kai suggested using his Podcast Outreach Template, I thought ‘it has to be harder than that!’ but after I had sent my first email, I was booked to record on a large podcast with over 100 episodes (and counting!) with amazing guests that reached an audience of my dream buyers. Now I’m starting a serious outreach campaign to land more interviews on popular podcasts” — Mojca Mars, Owner, Super Spicy Media

During the episode, you’ll want to have a contextual and a closing call to action:

  • The contextual call to action is a point where, during the episode, you promote your free resource (a white paper, a sample chapter, a free email course, a cheat sheet, etc.) in the context of an answer
  • The closing call to action is your closing call to action during the podcast episode where you answer the question “Where can our listeners find out more about you?”

You’ll want to give an answer that directs the listeners to the resource by promoting the outcome or benefit of the resource you’re sharing.

Your Next Steps

Now you’re ready for your own podcast tour!

  • Make a list of podcasts in your target market
  • List 3 topics to pitch talking about
  • Find the name and contact address for each podcast in your list
  • Email the podcast host with your pitch email
  • Follow up if you don’t hear back from them
  • Promote a free resource you have available during the episode

By the way, I’ve put together a free 5-day course on how to Get On Podcasts. When you sign up for the course, you’ll get a free 5-day course on how to get on podcasts that your target market listens to.

Thanks for that in-depth guide to appearing on a podcast, Kai!

If any of our listeners are interested, Kai has a free five-day course on how to get on a podcast that you can sign up for.

Kai Davis is an Outreach Consultant who helps educational product creators and freelancers learn how to increase their sales and grow their audience by appearing on podcasts that reach their target market. He’s the author of Podcast Outreach and The Outreach Blueprint, two books designed to teach you how to email anyone and get a response, as well as the creator of the Free Outreach Course, which you should sign up for today.

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