BONUS 027 – How to Pitch to Be a Guest on a Podcast

Pitch to perfection in 5 simple steps

Today, I want to answer the question I get over and over from my private coaching clients… ‘so, how EXACTLY do you pitch yourself to be a guest on a podcast??!’

Excellent question, my friend.

Here are my 5 simple tips on how to make it happen and who knows, maybe we’ll hear YOU on The Simplifiers Podcast one day, in the near future:

Step one: Research

If you’re looking to get more exposure for your brand, or a writer wanting to spread the word on your newly published book, your very first step is research.

Which podcasts do your Ultimate Ideal Clients actually listen to?

When I say “Ultimate Ideal Client” – I mean the people that you would love to work with as clients, and in turn are the people who would love your product or services. Like a match made in heaven kind of thing.

Organise what you find

1. Research the top 10 podcasts they listen to, and compile a list.
2. Create a spreadsheet that includes their URL, their email address (or contact page URL), their Twitter handle and (like the Kevin Bacon test), how many degrees of separation are you from them? (As in, do you know someone who knows them?)
3. Subscribe to a few podcasts at a time, and listen to 1 or 2 of their most popular, recent episodes. This will give a real sense of the types of topics they like to cover and the type of special guests they invite on.
4. Ask yourself, “would I bring value to this podcast’s audience with my specific area of expertise?” If not, no biggie… don’t bother pitching them. Move on to the next podcast on your list. If yes, JACKPOT! You’ve got something pitch-able.
5. Move on to step two!

Step two: Make friends, bring value

You might think the next step is to send them a pitch email but if you did that, you’ve got a 99% chance of it hitting their spam folder. Remember, you’re in the long game when it comes to this stuff.

Instead, friend them on Instagram, and start a conversation by liking and commenting their posts.

Leave a comment here and there (say, once every 2 weeks) on something in their InstaStories. Don’t be a stalker, that’s weird. But maybe figure out a way to bring them value either by mentioning and tagging them in your Instagram feed or by introducing them to an influencer they want to get connected to in your network.

The bottomline is, cold pitches never work.

Get to know them, add value where it’s possible (in a non-creepy way) and be patient.

You’re doing the thing, and warming them up for when it’s time to pitch.

Step three: Draft your pitch

This is where keeping it simple and succinct is super important.

Podcasters get hundreds of emails every day from people pitching them stuff and you need to be on-target and to the point. Assuming you’ve spent the time to get to know their podcast—and you aren’t emailing them out of the blue—you’re ready to send an email over that might read something like this:

Hey ______,

My name is ______ and I love what you’re doing with your podcast. I especially enjoyed the episode with ______ about ______ as it really gave me an AHA moment when it comes to ______. You and I have something in common… we both love ______!

If you’re looking for a special guest who’s an expert on ______, I’d love to be considered.

Here are three ideas we could chat about on your show:

• Idea #1
• Idea #2
• Idea #3

If you’re interested in having me on, let’s chat! I’ve been featured on ______ (insert reputable podcasts, articles you’ve been featured in, like Huffington Post, Forbes Magazine, MSN, etc, etc – but only if it’s true!) and look forward to sharing this episode with my fans and email list.

Thanks again, chat soon!

Mary Baird-Wilcock

… Remember, keep this email short and sweet.

PRO TIP:

Add in a hyperlink to your LinkedIn Profile if you’ve got a reputable track record of work in your career. There, people can quickly see who you’re linked to (hey, maybe there’s a mutual connection!) and see what testimonials other people have written about you.

If you need help with tasks like this, why not Hire a Simplifier?

Step four: Follow up – guilt free!

Don’t be discouraged if you don’t hear back immediately.

The average reply rates on a cold email is somewhere around 1-3%, so it’s A-okay. Remember, the longer you invest in time upfront to warm this lead up, the better (don’t be creepy, haha!).

I would suggest tracking your “last date of communication” in your spreadsheet, always starting with your hottest leads first, working your way down the list.

• Which are the ones that are most likely to respond?
• Which ones are newer podcasts that are likely to be interested to book guests?
• Which ones are listed as “New and Noteworthy” on Apple Podcasts?
  • These are likely to be great marketers, which means that lots of people will tune in to their earlier episodes. If you get on, your episode will be heard by many.

Treat this process of following up like you would with your sales funnel. Spend the first hour of every morning working on this stuff, following up once a week, and updating your spreadsheet.

The topic that you’re pitching might be right, but the timing is off. Or maybe she’s had too many people on recently that are chatting about that same topic. No hard feelings. Just flag it and circle back with that podcaster in 3-6 months if that’s the case.

Don’t be pushy. Just be consistent in your follow up approach.

Be friendly, be of value and be nice.

That’s pretty much my mantra for all things in life, but especially for this.

And lastly…

Step five: Expand your reach

Use your network to do this.

I’m willing to bet you’re part of about 40-50 private Facebook groups right now. Am I right??! If so, I’m also willing to bet there are podcasters who are also members of those groups, as well. What a perfect spot to build a relationship with them! Here’s how…

Write a post

It could say something like this:

“What are your favorite podcasts that you love to listen to?”

See who responds. Most people will list off their favorites but then some will also mention, “Oh hey, I have a podcast, too! It’s called _____”.

Voila – you’ve figured out who’s a podcaster in that group. Reply back with “Cool! I’ve subscribed and will check it out!”.

As a side note, you MUST actually #dothething and listen to their podcast. Don’t lie here, folks!

Keep the conversation going

Follow up later on that post and reply back with something like:

“Wow! I listened to episode ______ and really loved when you said ______”.

It shows you’re listening and appreciate their work. BOOM… you’re no longer a cold contact but a valued listener and comrade.

Also, check out podcastguests.com, where you can get on their email list, and be the first to know when podcasters are looking for specific topic experts.

And just one final whisper, just from me to you, dear friend… come in closer.

People want to hear your voice and learn from you.

I bet there is something—just one thing—that your very best friends know you are the go-to girl for. Whether it’s advice on baking cakes, managing interns, planning the best Disney vacation, or superstar customer service skills.

There’s a podcast out there that DESPERATELY wants to talk to you and share your message with their audience.

If you’re feeling a bit shy or timid about this stuff, let me be the first to squish that thought.

You are a bright shiny star and the world needs to hear your story.

You can do this, I believe in you.

It’s time to SIMPLIFY.

If this thought of the day inspired you…

Snap a photo of you doing the thing and send it to me via Instagram, privately or publicly… Just tag @thesimplifiers – I’ll be your virtual accountability buddy in your quest to simplify your life.

Special guest on The Simplifiers Podcast?

If you want to nominate yourself, or someone you know to be a special guest on The Simplifiers podcast, make sure to visit our website: thesimplifierspodcast.com.

Scroll all the way down to the bottom and click the button that says “Nominate Yourself or Your Favorite Hero.”

Fill out the form and BOOM, your name is in the running! Phew, that was so simple! Our team reviews each and every one of the nominations we receive on this form, so thank you for taking the time to send it in.

As always friends, keep things simple.

Watch the video version of this episode