The 5-Step Author’s Guide to Getting Booked on Podcasts
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If you’re not already addicted to them, there’s a good chance you’re familiar with the term “podcast.” For the uninitiated, podcasts are like radio shows you can download to your smartphone and listen to on demand. Episodes range in length from mere minutes to several hours, and programs (the majority of which are independently produced) center on just about any topic you can imagine. From news and politics to comedy and entertainment, if something exists there’s probably a podcast about it.
And make no mistake: podcasts are having a moment. According to the podcast recording service Riverside, 62% of Americans have listened to at least one podcast in their lives — a 5% increase over last year; 38% have tuned in during the last month alone. These are staggering numbers. Apple Podcasts alone hosts around two million different shows totaling fifty million episodes!
Fifty million episodes is a lot of airtime, and production teams have guest slots to fill. From a book promotion perspective, the possibilities are almost infinite — and that’s why all authors would be well-served by exploring and leveraging this emerging promotional opportunity.
Guesting on a podcast that operates within your book’s niche is an excellent way to promote yourself. It’s effective and easy to get booked (if you’ve laid the right groundwork) — even if your masterpiece has been published for a while.
Here’s my 5-step guide to getting you (and your book) booked on podcasts.
Step 1: Build Your Base
The single biggest tip for getting on podcasts is a shift in mindset. Stop thinking about your book promotion goals and make your efforts all about the podcast host. If everything you send or say is guided by the goal to make the podcaster happy, you’ll be miles ahead of other authors competing for a coveted place in front of the guest microphone. The three most important things to a podcaster are [1] keeping their existing fans engaged, [2] adding new listeners, and [3] being true to their cause or brand. You have to focus on how being their guest will help the podcaster achieve these three primary objectives.
Walk a mile in a podcaster’s shoes. Imagine an email popping up from an author you’ve never heard of who wants to promote their book on your show. The topic seems to align well with your brand. But wait a second — this author has 10,000 followers on Twitter! They can promote their appearance to their followers. You will add tons of new listeners simply by inviting this otherwise unknown author as a guest. As an author, the lesson is that you should be laser focused on trying to grow your own fanbase.
Any method you use to construct your platform will help promote your book. Whether you have a blog, a YouTube channel, or you’re active on Twitter and Instagram, the name of the game in book promotion is building your base. If you can boast a thousand disciples across several social media sites, you’re going to be a lot more attractive as a guest to a podcast. So, start the promotion work if you haven’t already. Create your own author website and engage with people who are interested in what you have to say. These big picture tactics can make a huge difference in your book promotion efforts. Now, let’s dive into the details for finding your first podcast guest opportunity.
Step 2: Identify Your Target Podcast(s)
John, a client of mine, is a successful entrepreneur. He started a company from scratch, sold it for millions, and is now living the dream life. His approach to business is rather unconventional. Some of the things he did were almost the opposite of what you’d expect. But he made a fortune doing things his own way, and his book is about running a successful small business by following his offbeat approach.
When John considered promoting his book on podcasts, he discovered a show called The Misfit Entrepreneur. This program is devoted to sharing “non-traditional methods for achieving success.” It’s the perfect fit for his quirky insights on running a small business. The Misfit Entrepreneur is a very popular show with high-powered guests. For his initial foray into podcast guesting, John might need to lower his sights. Thankfully, there won’t be any shortage of opportunities.
Listen Notes is a search engine for podcasts. Searching “small business owner” yields over 10,000 episodes. It’s more likely John will find his first podcast guest spot somewhere in this group. You’ll want to do the same thing. Aim high. It never hurts to reach out to your ideal podcast. Your email might appear in their inbox five minutes after this week's guest just canceled on short notice. But don’t exclude programs that have an audience in the thousands rather than millions. Once you break through with your first appearance it will be easier to book others — including your dream podcast.
Step 3: Be a Fan of Your Target Podcast
Start listening to the podcasts you’d like to appear on. Find one that’s a good fit for your book and your expertise on the subject matter. Identify a show that you really like with a host you feel you could connect with in a conversation. Subscribe to the podcast. Sign up for any free newsletters, blogs, whitepapers, or ebooks they offer. Follow and subscribe to all the social media for the show.
Next, start commenting wherever you can. But go beyond the usual platitudes like “great episode” or “I loved it!”. Say something intelligent and insightful about the show. Demonstrate your expertise and interest in the overall focus of the podcast and the episode you’re commenting on. Most importantly, do not hype your book, your website, or anything about you in these comments.
Finally, retweet, link, and share the podcast output on your Twitter, Instagram, Facebook, and wherever else they have a presence. You don’t have to go overboard. Choose things that interest you where you can add something to the conversation. You want to demonstrate that you are indeed a fan. Podcasters are people too. They have egos and feelings and hopes and insecurities, just like you. Podcasts can be very personal — almost a crusade at times — for the host. When it comes time to make your pitch, it doesn't hurt to be a super fan.
You also want to showcase your own expertise. Your praise will mean a lot more if the host or producers can tell you know what you’re talking about. Even if they don’t notice your comments when they occur, you’re going to refer to those words when you prepare your pitch (the next and most crucial step).
Step 4: Prepare Your Pitch
Now you need to draft the message you will send to the podcast producer. Sometimes this will be an online form you can find on the podcast website under the “contact” or “connect” menu option. You’ll be cutting and pasting your pitch into the form if you can’t find a direct email address.
The biggest challenge you’ll likely face is your lack of a track record. You probably don’t have links to previous episodes you’ve done with other podcast programs. I recommend you think of the pitch as a way to intrigue the host (or whoever schedules guests), so they respond to your message seeking more information. Don’t try to close the deal by blurting out every possible fact about who you are and what your book covers.
With that in mind here are seven key components for your initial pitch to your target podcast:
In the subject box of your email (or the online form) type “podcast guest inquiry” or “potential guest of [insert name of podcast].”
In your greeting, make sure you use the name of the podcast host or address the “Producer of (podcast name).”
Next, introduce yourself in just one or two sentences. Pick a couple of things to say that make you stand out from other possible guests in the podcast inbox. You’re not trying to blow the host or producer away with your impressive résumé. You just want them to keep reading and not hit delete. Your goal is to establish your authority to speak about the type of content the podcast focuses on.
The fourth component is where you link yourself to the podcast. Here, you have a few options. You can mention a recent episode or guest and how it impacted you. Many times, there is a specific reason why the host started the program. You can say something about the mission of the podcast; find a way to connect that mission to you, your book, and your shared interests. If you’ve rated or reviewed the podcast, here is the place to mention that. The purpose of this section is to show the podcast you’re part of their tribe and you’re aligned with them.
Next, you’ll get specific. Provide exactly three reasons why you’d make an amazing guest on the program. No more, no less. You can include additional details about your qualifications. You absolutely must refer to content in your book. But don’t be shy. If you’ve accomplished something really cool, it’s worth putting it in the pitch. I sometimes mention that I have crossed the Sahara Desert just because it’s impressive and unusual. I’ll also refer to performing stand-up comedy because it implies I’ll provide lighthearted moments during the conversation. Imagine how the host is going to introduce you to the audience when you’re recording the program. They’ll want to say something that’s catchy, intriguing, and authoritative. That imaginary intro should be your guide to the three points you’re trying to make.
The sixth step is to describe how you’ll promote the show. If you have a significant social media presence you should include that number here. But, even if you have next to no one following you, demonstrate your commitment to tweet and post about the podcast in advance. If you’ve already done a lot of sharing and linking to the show, mention that effort with specific numbers and examples. If a producer or host can tell you care about the podcast and are at least willing to try and help it grow, that can often be enough for your first gig.
Finally, include appropriate links to your author website, your book, an article or blog post you’ve done that is high profile, and finish by letting the host know you’d be happy to continue the conversation. Don’t sound desperate. Adopt a tone of friendly professionalism and position yourself as someone who’s easy to work with.
Hit “send” and follow up in a week with a friendly reminder.
Step 5: Rinse and Repeat Until You Land Your First Appearance
Now start working your way down your list. Fire off emails or online messages to the second, third, and fourth podcasts on your short list. Keep going until you get some interest. Experiment with your approach. If you’re not getting any traction — not even polite rejections — then turn up the volume. Go for a little bit of shock value in the opening sentences. Dig deeper for the something that makes you and your book truly unique. Intensify your research to find a better angle for personalizing your pitch.
Once you’ve landed that first guest spot on a podcast, the next one is demonstrably easier to arrange. By that point you’re a proven commodity and success breeds success. You can approach similar shows by highlighting your first victory. Until then, believe in yourself and your book. You have something to offer and getting on the right podcast is a win-win for both you and the show.
Steve Donahue is a bestselling author, book coach, ghostwriter and speaker. His books have sold hundreds of thousands of copies and been translated into multiple foreign editions. Steve is the founder of Storyglu.com, a book coaching and ghostwriting firm that helps nonfiction authors write books readers can’t put down.
