How to Get on Podcasts: 5 Key Pieces of Advice
I was shocked to learn that more than four million podcasts are registered worldwide. Maybe I shouldn’t be surprised; the podcast industry is hot and having a moment. But as any author knows, getting on one in a bid to promote a book and broaden your readership can be challenging if you’re not already a household name or an established superstar in your area of expertise. And if you’re hoping to attract a top podcast that draws thousands or millions of listeners, you’ll be in line with everyone else angling for that coveted spot. You can’t just call up the schedulers for Mel Robbins or Joe Rogan and ask to be interviewed during the week of your publication date. The most in-demand programs are booked months or even a full year in advance. Earning an invitation to those megapodcasters probably takes a secret door. That said, I bring good news and hope for you.
I recently dialed into a Zoom session sponsored by the Author’s Guild to glean the wisdom of Michelle Glogovac who is the author of “How to Get on Podcasts.” She calls herself THE Podcast MatchmakerÔ, and hosts her own show called My Simplified Life. She led a wonderful presentation through the ins and outs of entering this rarified space and dispelled a lot of myths about the industry. I took vigorous notes. Here are 5 key takeaways you might find helpful:
1. Do not pay for podcast interviews. If you’re asked to pay for an interview, find another podcast. And don’t expect to get paid for your appearance, either. These shows are usually labors of love for the podcasters and most interviews are mutually beneficial exchanges between guests and hosts. The high-profile podcasts are monetized in other ways, such as through advertising and corporate sponsorship.
2. Do your homework to find the right podcasts. You can research podcasts using Apple Podcasts, Google Podcasts, Spotify, Listen Notes, or Podchaser, among many other podcast discovery and database platforms. Note that some of these come with a cost. Podchaser, for example, is one of the best tools out there but its premium services can be expensive and cater to businesses with large budgets. Start with the freebies. Instagram can also be useful for researching podcasts and finding email addresses to send your pitch. Search on Instagram using hashtags (e.g., #selfhelppodcast, #bookpodcast, #podcastsforathletes). Aim to find podcasts where your ideal reader is listening. Your claim to fame should fit nicely in the podcast’s preferred subject matter, themes, and target audience. If your book is about flipping houses, you’re not going to pitch a podcast about women’s health. Don’t overthink the size of the audience. A podcast with a small audience yet where most of its listeners are your potential book buyers can be better than landing on a podcast with a larger audience that’s made up of people who would not be interested in your book.
3. Be prepared, creative, and dangle the carrot. Come up with three to six unique topics you can talk about and craft grabby titles and, if appropriate, subtitles for them. Get specific and keep in mind that the wording you use may end up being part of the episode’s title. You’ll present these ideas in your email pitch. You’re not just asking to go on a podcast to promote your book so avoid limiting the topics to what’s related exclusively to your book. Podcast hosts love to dive into your entire world and have an engaging, panoramic conversation. So in addition to talking about the story behind your book and its main takeaways, think about sharing your personal or business story aside from the book (e.g., career pivots), and give away your knowledge and advice based on your expertise. Be sure to make your information timely and relevant to today’s headlines and news.
4. Give yourself a long runway. Start pitching three to four months in advance with an email that includes hyperlinks to your online assets such as a website, social media account, and previous media features or interview links. If you have a media kit (highly recommended!), attach that to the email too. And even though you dream of being a guest on a hugely popular podcast, understand that you can succeed just by starting with lesser-known podcasts and gaining momentum over time. According to Rephonic, more than 100,000 podcasters are currently seeking guests. Use those smaller podcasts to practice your performance and get those soundbites down so when you do land the bigger podcasts, you’re ready and being a guest is second nature.
5. Be patient. After you’ve made your pitch, follow up in two to three weeks by replying to your original email. Keep it brief and don’t follow up more than twice, then move on to the next one. Don’t give up.
For more information, including examples of pitch emails, check out Michelle’s website and go to her Free Resources.
Credit: Photo by clasiqh on Unsplash