9 Key Components of a Killer Podcast One Sheet

July 12,2022 / Blog / Tiffany
Key components of a killer one sheet
A one sheet should be easy-to-read and easy-to-navigate for the podcast host. When you empower the host you are setting yourself up for success.

A podcast one sheet is your holy grail to getting booked as a podcast guest and nailing the podcast interview.

When you are reaching out to prospective podcasts to do a guest interview, the podcast one sheet is critical for showing the host exactly why you would be a good guest for their show. It also articulates key points that make the interview itself easier for the host to facilitate. When you create a killer podcast one sheet as the guest, everyone wins. Plus, it increases the likelihood of being invited back.

When you send out inquiries to podcast hosts to be a guest, including your one sheet will show you are a professional and plan to take the interview seriously. It will show the host a clear picture of the value and expertise you can provide to their show and their audience.

It is also a good idea to send the one sheet to the host prior to your interview once you are booked for the show as well. It shows initiative and eliminates the extra step for the host to search through previous emails to find it.

So, what are the key components to include on a podcast one sheet? After over 50,000 interviews and lots of feedback from podcast hosts, Interview Valet gives you the nine key components that every podcast guest should include on their podcast one sheet.

9 Key Components of a Killer Podcast One Sheet

1| A Clear Picture for Social Media

At the top of your one sheet, have a clear, high-quality headshot that will be easy for the podcast host to pull for promotion on social media or their website.

2| Books or Logos

Include a high-quality image of your business logo. If you have written a book, include your latest or most popular book as well. You want to tie yourself with your brand and imagery.

3| A Testimonial That Would Be Meaningful To Them

This isn’t where the testimonial from your mom goes. Choose a testimonial best suited for the niche or industry of the podcast you are reaching out to. For example, if you are looking to guest on an investment podcast and you have a testimonial from a renowned real estate investor, use that one.

4| Contact Information—Social Media, Phone Number, Email

Don’t make the host guess which Karen Smith you are on LinkedIn. Write out your URLs and social media handles and hyperlink them. That way, the host can find you by clicking on the link if the one sheet is on their computer, and the information is still visible in printed form as well.

5| Who You Are, Your Role, and Your Title

Make this stand out. It should be clearly written front and center along the top of the page. Again, it should apply to the skills you want to present on the podcast. 

6| Talk about Your Key Focus

What value do you bring to the podcast show? Emphasize the skills and values that align with the show in a way that will encourage listeners to want to tune in to listen. 

7| Biography 

Here’s a space for you to put some information about yourself. Keep it professional. Hosts don’t want to hear about your family and your 6-acre farm. Keep it applicable to what the podcast show audience would be interested in.

8| Rip and Read Intro

Have a section that contains a third-person introduction of you exactly how you would like to be introduced. This enables the host to “rip and read” your introduction without much thought. This will make you and the podcast host look good because you are ensuring they get it right every time. 

9| Provide a List of Interview Topics

This isn’t a space for you to provide word-for-word questions that the host will ask. Instead, offer topic prompts. Big ideas are a great jumping-off point for you and the host to go into deeper. This also facilitates continuity for branding across all your interviews.

This isn’t a resume. It should be one page, easy-to-read, and easy-to-navigate for the podcast host. When people get confused by looking at a one sheet, they are unlikely to spend time trying to figure it out; they will toss it in the trash can. So, be mindful of your design and ensure it isn’t cluttered.

Four Things You Should Avoid

We told you what you should include, but what should you leave out?

1| Pick Your Color Scheme Wisely

The most important part of your color scheme is that it promotes easy readability. White text on a black background is difficult to read and isn’t printer friendly. Dark text on a white background is easiest on the eyes and takes the strain off the reader.

2| Make Sure Your One Sheet Is Easy to Navigate

Again, don’t get too creative with this. Prioritize simplicity over cleverness. You want the reader to look at your one sheet and know exactly what they are looking at. You don’t have to reinvent the wheel. Titles should be big and bold, and each section should be separated in a way that guides the reader’s eyes along the page.

3| A One Sheet Isn’t a Resume

Your one sheet isn’t a resume, so it shouldn’t look like one. It should highlight everything the host needs to know, but it doesn’t need to cover nearly as much information as a resume. The host doesn’t need a detailed list of your work history and your GPA from school. It should be a quick summary of skills, expertise, and achievements.

4| Focus on What’s In It for the Host and the Audience

It’s easy to get caught up in the wrong information. Create your one sheet bearing in mind that the host and audience knows nothing about you. What do they need to know for you to gain their trust as a thought leader in your industry? Read your one sheet from the lens of the host and the listener. What should you highlight to draw them in?

Looking For More?

Read more about podcast interview marketing with these resources.

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9 Secrets to getting booked on your first podcast

57 Pieces of Advice Podcast Hosts Want Podcast Guests To Know

July 07,2022 / Blog / Tiffany

Understanding things from someone else’s point of view is key in being self-aware. It is easy to only focus on things from our own perspective, but often the most beneficial growth occurs when we step outside of our own view and look through a different lens.

Which is what prompted this little research project. We have relationships with hundreds of podcast hosts in an array of industries, and our team reached out asking if they had any advice they want guests to know. There are some common threads like being prepared, be authentic, and show up on time. And some things you thought you should be doing but it’s better if you don’t, like being salesy.

This advice proves what we have long been trying to convey when it comes to podcast guest interviews. It’s about having genuine conversation between two people with common expertise and messaging. A conversation with the purpose of sharing experience and knowledge with an engaged audience.

Here are the 57 Pieces Of Advice For Podcast Guests from Podcast Hosts

“There is power in sharing your most vulnerable stories, allowing audiences to see themselves in your triumphs.”

Christine Perakis, CAREER INVINCIBILITY Podcast

“Be present and open. Remember that you’re having a conversation with the host and that listeners will resonate with you when you’re authentic.”

Ryan Fowler, The Digital Approach Podcast

“Be prepared, but not rehearsed.”

Christine Wong, Raise Your Game Podcast

“Have a framework or at least a story behind the key idea you want to share. Humans retain information significantly better when it’s well structured. I spent a few years of my life making a living as a professional keynote speaker and this was my biggest lesson. Structure is 80% of a good talk, being a good speaker is the other 20%”

Marcel Petitpas, Agency Profit Podcast

“Know ME, my AUDIENCE, and seek to SERVE, not sell.”

Ray Edwards, Ray Edwards Show

“My tip for guests would be – remember you’re a guest! You’re the one being invited into someone’s home, which happens to be a podcast. Be courteous and show up as the best version of yourself that you’d truly like someone to meet. If the host is a few minutes late, understand they may be coming from a screaming toddler (if they work from home) or an interview just before yours that happened to go long. This is not your moment to be judgmental, it’s your chance to open your heart.”

Liz Theresa, Liz on Biz Podcast

“Have enthusiasm.”

Marty McDermott, Franchise Interviews Podcast

“Read the instructions provided by the show host, relax, and have fun. If you are truly the expert you say you are, there isn’t any question that should worry you.”

Joel Block, Profits From The Inside Podcast

“Avoid lengthy monologues. Being an interesting guest means having a lively back and forth. This not only makes the host feel more comfortable in the conversation, but also helps the listener stay engaged by keeping things moving.”

Jeff Gibbard, Becoming Superhuman Podcast

“Be consistent, be narrow, and be yourself – not some perceived construct of what a podcast guest should be.”

Rick Clemons, Life (UN)Closeted Podcast

“Be prepared.”

John Lee Dumas, Entrepreneur on Fire Podcast

“Take the time to promote your guest appearances. You’d be surprised how many people will spend hours doing podcast interviews, but fail to take advantage of telling the world about them! It also helps show hosts when they get new backlinks. Start with a blog post with a link to the show. You can simplify the process by creating a post template. Bonus tip: If you do this before you record, you can create a landing page with a URL that references the show, such as [yoursite.com]/showname. Post about the episode on social media, and be sure to mention the host.”

Brandon Uttley, Go For Launch Podcast

“Be open to connecting and serving by creating a remark-worthy experience as opposed to being focused on acquiring and or selling.”

Vinay Koshy, Predictable B2B Success Podcast

“Oftentimes being on a podcast can be intimidating, and the best advice I can give is being well prepared. In preparation it is always best to review some of the podcast episodes beforehand. This will give you as the guest a better understanding of the host, their brand, and the tone of the podcast. Make sure to speak with the host prior to the recording to find out if they have an outline or agenda for the episode. This will help you prepare your talking points. I suggest making bullet points and doing your best to not read from a script. The best podcasts are conversational and have a smooth natural flow to them, as if you were talking over coffee. Lastly and maybe the most important – make sure to prepare a quiet space, have a reliable microphone and internet connection for the recording.”

Nicole Gallicchio, Not Your Average CEO Lifeline Podcast

“Have a story.”

Mark Podolsky, The Land Geek Podcast

“Use stories to deliver your points. Listeners learn best through stories. Stories help us understand and remember lessons. You’ll be more memorable as a podcast guest if you can tie your lesson into a story to make your point!”

Taylor Loht, The Passive Wealth Strategy Show Podcast

“Make sure your message is concise.”

Marni Battista, Dating with Dignity Podcast

“Be prepared. Be passionate, understand the audience that you’re speaking to, and deliver tangible takeaways that the target audience can walk away immediately and implement into their business, or apply to their lives.”

Jeff Pfizer, Drunk on Social Podcast

“Listen authentically.”

Denise Griffitts, Your Partner in Success Radio Podcast

“Give tremendous value to the audience – I judge my episodes by how many people tell me – that episode was great – the more value you give my listeners the happier I am!”

Kim Barrett, The Kim Barrett Show Podcast

“Listen to the podcast BEFORE you go on.”

Craig Price, Reality Check Podcast

“I would say the best thing to do is listen to the show you’re going on, have a story that relates to the host audience, and be prepared!”

Matt Fore, Ice Cream With Investors Podcast

“Always focus on sharing lessons you have learned instead of trying to advertise your business. Subscribers are giving their valuable time to your episode so it’s important for them to have some key takeaways.”

Alpesh Parmar, Wealth Matters Podcast

“Keep it short and practice your message.”

Barry Moltz, Small Business Radio Show Podcast

“Invest in a decent microphone and TRY to get on as many podcasts as you can.”

Carey Green, Podcatification Show

“Give thoughtful but brief answers to host questions and allow give and take to make a better interview.”

Chris McGoey, Crime School Podcast

“Have a good Mic and be present.”

Chris Krimitsos, Founder of Podfest MultiMedia Expos

“Be legendary & have quality audio/video/internet.”

Christopher Lochhead, Follow Your Different Podcast

“Send the host a very specific list of topics or potential questions where you can shine that align with their core audience.”

Drew McClellan, Build A Better Agency Podcast

“Be prepared with quality mic and be on time.”

Doug Sandler, Nice Guys On Business Podcast

“Be natural. Tell stories.”

Chuck Wood, Devchat.tv Podcast

“Don’t get stuck on your way of doing things. Have the standard things prepared, your headshot, bio, questions, opt-in links, etc… but then be prepared to have a conversation and have a little fun with it. Trust that their show is going to go the way every other one of their shows have gone, awesomely, and have a conversation with them. Especially true when the host has history. Otherwise have some training points prepared…. And if they ask you an off the wall question, just talk about the first thing that comes to mind and have fun with it.”

Michelle Nedelec, The Business Ownership Podcast

“The episode isn’t about you and the value proposition of your business…it’s about the quality content that you can share that will help the listener get better.”

James Carbary, B2B Growth Podcast

“Practice speaking with authority.”

Craig Moen, Business Owners Radio Podcast

“Connecting to an audience is all about story. Work on how you tell your stories that are compelling, draw people in and allow them to see themselves in the situation or relate to what has gone on in their lives.”

John Ramstead, Eternal Leadership Podcast

“Be energetic.”

Dan Miller, 48 Days Podcast

“Find a quiet location where you can be seated and comfortable for the entire chat.”

Matthew Passy, The Podcast Consultant

“Share openly and honestly.”

Mike Woodward, Jumble Think Podcast

“Show up prepared and respect the audience.”

David Hooper, BIG Podcast

“Be prepared to talk about your content – don’t make the host drag it out of you.”

Derek Champagne, Business Leadership Podcast

“Don’t be pretentious and brag about yourself, and toss it back to the host after 2-3 minutes of talking max.”

Jake Jorgovan, Working Without Pants Podcast

“Get a headset with a microphone.”

Douglas Burdett, Marketing Book Podcast

“Show up prepared.”

Jaime Jay, Live With Bottleneck Podcast

“Don’t promote your product or program like an infomercial; a good host will present you with that time.”

Geoff Nicholson, Success IQ Podcast

“Don’t hold back the good stuff.”

Anthony Metivier, Magnetic Memory Method Podcast

“Do not expect that all shows are the same. Do your homework if you expect to do well on the show.”

Jordan Harbinger, Jordan Harbinger Show

“Tell stories AND pause to let the host guide you.”

Jake Carlson, Modern Leadership Podcast

“Be confident and CLEAR and want to help my audience get what they want no matter what.”

Jaime Masters, Eventual Millionaire Podcast

“Promote the show that has you on. Everyone wins. So few guests promote.”

Paul Kirch, BOSS Academy Podcast

“Remember that a podcast is a SAFE place where you can be yourself.”

Matt Neff, Etreneato Podcast

“Don’t sell so hard. Tell more stories.”

Joe Saul-Sehy, Stacking Benjamin’s Podcast

“Give space to the host to ask questions. Sometimes they run on and on. Be concise.”

Lisa Druxman, The Empowered Mama Podcast

“Don’t ramble.”

J. Clint Schumacher, Eminent Domain Podcast

“Don’t ask me to guest just because you have a new book.”

Mark Asquith, The Podcast Accelerator

“Be authentic.”

Michael Gervais, Finding Mastery Podcast

“Show up early and have a quality mic ready.”

Bob Ruffolo, Solving Inbound Podcast

“Be in a quiet room and don’t fidget with stuff on your desk. And for Gods sake, don’t start typing during the interview.”

Wally Charmichael, Men of Abundance Podcast

Want to find out more about Podcast Guesting?

9 Secrets to getting booked on your first podcast
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4 Ways to Use Podcasting to Sell Your Book and Grow Your Brand

June 24,2022 / Blog / Tiffany
non-fiction authors podcast interviews

You’ve written a book.

From writing to editing to the final design, you did it. It’s complete, and you’re about to hit publish. The work is done.

Not quite.

Before you pop the champagne and relax, there’s one more step to think about: book promotion.

You’ve heard this expression, I’m sure: “If a tree falls in the forest and no one hears it, does it make a sound?” Similarly, when writing a book, if you write a book and you let it sit on Amazon or a publishing site, will it get into the hands of the people who need it most?

Books can be a fantastic promotional and marketing tool for brands and businesses if a proper promotional strategy is in place. Books are a great way to instantly establish your expertise and authority in your industry. Books are great for brands and companies with great things to say but who can’t break through the noise. While writing is the bulk of creating a book, there’s still plenty of work to be done once it’s finished. It’s target audience needs to know it exists.

Imagine you’ve finished writing your book and the following happens:

  • You get booked on great podcasting shows that your ideal customers listen to and that leads to connections around the nation and keynote engagements.
  • You reach people by doing a book tour online on podcasts.
  • You tell your story and listeners get to know, like, and trust you and feel compelled to purchase your book.
  • Listeners resonate with your message and immediately seek out your website.
  • You turn listeners into leads and build trust with free downloads.

Publishing your first book can open doors when it gets in the right hands. After publishing his book, Tom Schwab got the opportunity to give a keynote speech in which the organizer said they only invite two types of people to speak: famous people who have a large following or someone who has written a book. Tom quizzically looked at the organizer and asked, “Why do you invite someone who has written a book?” He looked at Tom and replied, “If you have written a book, it shows me you have thought through your subject in great depth.”

In short, writing a book makes you a better speaker, and from Tom’s experience, it did. The book gave him the platform and framework to give keynote speeches—another solid marketing approach for a business. It has even been said that a published author is more respected than a PhD, although the latter is likely more difficult to achieve.

On top of all of this, when your book gets into the right hands as Tom’s did, it gives you loads of credibility. One of the top podcast marketing companies called Tom Schwab’s book the “Bible of podcast guesting.” All of this said, the book you put out into the world has got to be a quality book that contributes to the people who need it most. You’ve got to have quality content, and not just in the first chapter but throughout the whole book.

So after you’ve written your book, how do you successfully get it out into the world and into the right people’s hands so you can reap the tangible and intangible benefits it brings?

Here are some strategies to consider that will aid in its success:

4 Ways To Use Podcast Guesting to Sell Your Book

1| Guest on Podcasts

There are tons of opportunities in using podcasts to leverage your book promotion. About 51% of the US population listens to podcasts, and on average, these people are above average in education and income level. People who are listening to podcasts are readers looking for new ideas. Podcasting and reading typically go hand in hand, inspiring new ideas and offering ideas to people. These days, many podcasts are being picked up by radio stations. Guesting on podcasts can be powerful and understanding the power you can leverage by connecting with podcast hosts is consistently underrated. Leveraging other people’s audiences and authority can go a long way for your book and is a great way to get your book out there.

Not only can you gain exposure for your book, but podcast interviews are also a great way to answer questions about the book and to repurpose for future content. You can transcribe the interview into blogs or social media posts about them.

After you’ve been a guest on a podcast once, it’s just a process you can keep doing over and over to reach more readers. Podcasting is an ideal way to scale conversations, get out there, and reach more readers online.

2| Do A Book Tour Without The Travel

In 2020, book tours came to a halt due to the pandemic. Even as events resumed, attendance turnout decreased substantially. The pandemic created a new way of doing things. Online book tours became a widespread and great way to present a book to larger audiences. Lockdowns or not, it’s also a great way to promote your book to a global audience compared to the limitations of travel and attendance. It creates evergreen promotional material, allowing people anywhere and anytime to access your writing. It’s also a way to always drive traffic to your book, even several years after the book was published.

3| Send Your Book As A Gift or In Place Of A Business Card

Tom Schwab initially wrote his book to help people and show his expertise, not to be the next Stephen King. He tried to get his expertise out there so that others could benefit from it. A great promotional strategy is to send the book in an envelope with a short note. Rather than sending business cards out—which can feel like a solicitation without any substance—receiving a book unexpectedly feels like a special gift. It’s a great way to make yourself stand out from the standard promotional mail other businesses often receive.

Tom also sees more positive responses when he uses this approach. It allows you to market at a higher, more sophisticated level. When’s the last time you got a thank-you card for giving a business card or a brochure? You will get one for sending a book. Therefore, the book is a big part of Tom’s marketing strategy. It’s a great tool to use in your business growth strategy. It gives you more authority, especially when there’s a lot of competition within your business industry or niche.

4| Make Connections

Being a guest on a podcast is a great way to connect with the other guests and hosts. The impact of meeting people sometimes goes a lot further than any work you could do to promote your book behind a computer screen.

Completing your book is an extraordinary feat, but don’t let your marketing strategy for the book and your business end there. There are many ways to market your book, but podcast guest appearances should be a key consideration in your strategy.

Looking For More?

Read more about podcast guest interviews for non-fiction authors.

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11 Ways Non-Fiction Authors Can Leverage Podcast Guesting

June 16,2022 / Blog / Tiffany

Podcast guesting is more beneficial to non-fiction authors than any other genre. That’s because it’s a great way to reach an engaged, relevant audience, quickly increase brand trust, and extend your reach. Whether you’re a first time author or a seasoned pro, leveraging podcast guesting is a great way to establish your authority as the subject matter expert in your industry.

11 Ways Non-Fiction Authors Can Leverage Podcast Guesting

1 | Drive Preorders

Getting on the best seller charts is every author’s dream. Recording interviews a few months ahead of time and asking podcast hosts to release them within a couple weeks of your book release is a great way to drive preorders. The more preorders (and reviews) you have, the more visible your book will be on sites like Amazon.

2 | Launch A Consultancy Business

Your book might be part of a larger plan. If you’re launching a consulting business alongside your book, podcasting is a great way to get gauge audience interest and in the ears of future potential clients.

3 | Book Tour With The Travel

You’re a busy person. Sometimes scheduling a lunch is difficult, let alone scheduling a whole book tour. Maybe traveling isn’t your thing (unless your destination is a tropical island, of course). Podcasts can be recorded from home or your office with little prep. It’s as easy as blocking out a couple hours on your calendar.

4 | Promote Your Academic Work

If your book content is based on your academic research, promoting it on podcasts will allow for in-depth conversations where you can establish your authority and expertise in that particular area.

5 | Break Into New Geography

Podcasts are listened to globally. You might be in the USA and the host might be in Canada, but listeners can be any where in the world. Speaking on podcasts has the potential to get you in front of a global audience across the continents.

6 | Launch A Powerful Brand

Like consultants using their books to build up a business, other authors are using their non-fiction books to build a new or bigger brand. The added exposure and backlinks is a great way to overcome obscurity and increase your SEO value.

7| Land Paid Speaking Gigs

Not everyone gets rich off their books, which is why so many authors offer other services or products. Speaking to an engaged audience of the right listeners is a great way to will help you expand into paid speaking engagements.

8| Get Translated Into Multiple Languages

While reaching a global audience is great, not everyone speaks English or reads English. But as your books gain traction and popularity from the podcast marketing you have invested in, it opens a door for publishers to have your book translated, which will result in reaching more people.

9| Be The Category King/Queen

Podcasts can help you gain authority as a thought leader in your industry. When listeners see your name pop up on countless podcasts, you become a trusted voice in your market and the owner of your ideas.

10| Get More Followers

Podcasts hosts already have an established audience. Being a guest on their show will allow you to leverage their audience to grow your own. With your social links easily accessible in their show notes, their listeners will be able to follow you directly.

11| Launch A Movie

You got that number one best-seller. You have created a reputation from podcasts hosts that you are a great guest who is easy to work with. Interest in your message can even gain the attention of movie producers.

Content from this blog was pulled from the report How Non-Fiction Authors Can Leverage Podcast Guesting.

Get the full report here.

Non Fiction Authors Podcast Guesting

​​How Non-Fiction Authors Can Use Podcast Guesting… And Why They Should Use a Booking Agency to Do It!

June 06,2022 / Blog / Tiffany

Writing a book is a labor of love. It’s months–possibly years–of stressing over word counts, edits, and deadlines. And unless you’re a superhuman or a robot, there were definitely tears. But you persevered and you finished it! Ok, now what?

Reaching Your Readers

Whether your book is being traditionally published by a publishing house or you’re self-publishing it yourself, there’s a lot to be done to ensure it gets in the hands of readers. It’s been our experience, from working with hundreds of authors over the last eight years that podcast guesting is a highly effective way to reach targeted audiences no matter the topic.

It’s safe to assume the goal for any author is get their book in front of as many people as possible. Leveraging podcast guesting into your marketing plans is an easy way to get the word out about your book to the masses. Podcasts are a great way to drive sales with preorders, break into new markets, and land paid speaking gigs. The best part? It’s a book tour without having to leave your house.

Have you considered help?

There’s a lot that goes into finding podcasts with your ideal audience, reaching out to them, and ultimately scheduling the interview. It might seem like a daunting task to someone who is unfamiliar with the industry or someone who has a full-time job that demands their attention. This is where Interview Valet, a podcast booking agency, comes into play. We’ve built a database and fostered relationships with thousands of podcasts that put our clients in front of their ideal audiences. After our clients go through a brief onboarding process to ensure we have their audience down, they begin working with an account manager who takes care of all the details. They’ll approve the podcasts a client gets introduced to and then send them the invitations to schedule.

As we always say: you be the guest, and we’ll take care of the rest!

Want to learn more about Podcast Guesting For Non-Fiction Authors?

Get The Report Here.

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Myths About Growing Your Brand Through Podcasting

May 31,2022 / Blog / Tiffany
Podcast business growth

In 2015, people were asking, “What is a podcast?”

Fast forward five years to 2020, businesses and individuals are relying heavily on podcasts to stay in the conversation about topics that mattered while the world quarantined during the pandemic.

Brand Mastery Podcast Adam Force

Listen to the full conversation here.

Our Founder, Tom Schwab, had the opportunity to be a guest on the Authentic Brand Mastery Podcast with host Adam Force.

With over two million podcasts in existence, 400,000 of which are active, podcasting is not only well known now but also becoming a critical marketing strategy for businesses.

Fifteen years ago, blogging and guest blogging were mainstays for inbound marketing strategy. If you could get a blog on another person’s website linked to yours, you could convert 1%–2% of their audience into customers of your own business. Today, podcasting has a similar yet exponentially more significant effect. Podcasts have a unique way of allowing people to understand who you are and what you are about in a way blogs cannot. With one podcast, you can convert up to 25% of listeners into followers and customers. 

Adam Force, host of the Brand Mastery podcast, mentions he was able to get $15,000 of business from being on only one podcast. Getting in front of audiences—yours or someone else’s—is now an invaluable resource to lean on when growing your brand and business. It’s no longer arguable.

Some myths about growing your business and brand with podcasts are constantly perpetuated. However, when weighing the return on investment in podcasting, people get a lot of things wrong from the start. They look at other people’s successes and assume podcasting will bring the same expansive success for them, right? Wrong

Before you get busy creating your podcast, here are Seven Myths you need to know.

7 Myths about Growing Your Brand and Business through Podcasting

Myth 1| Starting your own podcast is the only way to be involved.

There are multiple ways to grow your business through podcasting. Starting your podcast comes with a significant upfront investment and learning curve to which not all companies are privy. It is vital to know that you aren’t going to have a million listeners and sponsors right out of the gate. It takes time to build a platform like Joe Rogan or Seth Godin.

Sometimes it makes more sense for your business to guest on other people’s podcasts. Guesting involves little to no up-front investment, and the return is exponential, like Force’s $15k ROI. Guesting on other people’s podcasts then becomes a no-brainer. Not only do you avoid footing the bill for the podcast’s production, but you can also appear on several podcasts that have different audiences; allowing you to tap into many geographical locations and niches. It will enable you to test the water with various niche audiences to tests where your product or service will hold the most value.

While hosting your podcast allows you to nurture a relationship with your returning listeners, guesting will enable you to tap into different audiences. It’s easy for podcast hosts to say, “This way works; you should do it this way.” But that approach is like going into a grocery store and only using lane two every day because it is always the fastest and best experience. What is missing from this advice are several other factors like time of day and who’s shopping at that time. That lane two rule isn’t going to work every time. Likewise, podcasting “rules” aren’t going to work for everyone. You have to determine what approach will work the best for your business, audience, and industry.

Myth 2| You need your podcast to make an impact and be successful. 

False, false, false. There are a lot of up-front costs and trial-and-error that come with starting a podcast. A podcast can be more of an embarrassment than a marketing tool if done incorrectly. Take it from the stats: only 400,000 podcasts out of two million are active, meaning 1.6 million podcasts aren’t successfully creating content. In simpler terms, 75% of podcasts are more of a liability for their business than a marketing tool. If you don’t have the time and capital to do a podcast right, why not leverage podcasts that already exist? You don’t have to worry about the time, money, and resources need to make a podcast successful; you may be more successful leaving the production to others and being a guest. 

Myth 3: You will have millions of followers and sponsors overnight.

There are a lot of misconceptions about how much work, time, and effort that goes into creating and producing a podcast. Some people enter the game assuming they will have X number of followers and sponsors right out of the gate. We know 75% of podcasts aren’t successful, so we have a good idea now that listeners and sponsors aren’t easy to come by. Growing a podcast takes commitment and perseverance

Myth 4| You need a bunch of experience to guest on someone else’s podcast.

You do not need a lot of experience to appear on someone else’s podcast. All you need is an angle that will be interesting to their current audience. Although you don’t need experience, it is crucial to spend time researching the podcasts you want to appear on. You don’t want to appear on just any show. Get to understand who they are and who their audience is. This will enable you to: ensure your message matches the market, better position your pitch, and therefore a greater impact on your brand and business with your appearance. That brings us to our next myth.

Myth 5| Quantity is better than quality. 

Appearing on a couple podcasts that are synergistic with your brand is far better than firing off a bunch of scripted emails to any and all hosts. Force agrees, stating he gets many random pitches from prospective guests that don’t fit his show, some even referencing his podcast title incorrectly. Tom says he gets pitches from people asking to be a guest on his show when he doesn’t even have a podcast. It shows you haven’t done your research and ruins any potential opportunities you might have had. It’s better to be more intentional about your guest appearances. As Tom often says, “bigger isn’t better, better is better.”

Myth 6| A podcast is one and done. 

Nope, not even close. Not only does a podcast exist on the internet indefinitely, leaving a permanent digital footprint of your association with that show. It generates social media traction, networking opportunities, and best of it, it’s a great way to repurpose content. One podcast can easily be turned into a multitude content through social media posts or a 1,000-word blog post. The conversations from each podcast interview can be used in many other forms, cutting down on the amount of time you need to spend creating content for multiple platforms. For this reason its beneficial to bring fresh content to each interview to keep your creation machine flowing with rich content to repurpose. A single podcast can benefit you for a long time, and when you guest on many different podcasts, you multiply that impact exponentially.

Myth 7| Podcasting isn’t suitable for every business model. 

Many people don’t think about this before entering the podcast arena, but it might not be a good investment for your business. One business model where podcasting doesn’t work is a service or product is geographically focused. It wouldn’t be worthwhile to promote your brick-and-mortar store in a small town when the podcast can be heard worldwide. Low-lifetime products and services, like an event or book launch are possible but can get tricky. Typically, 80% of listens happen within the first month of a podcast going live, but it can be difficult predicting when that will be because some shows record months, and up to a year, in advance. Working with a podcast booking agency for time specific launches or events can alleviate this issue since they have a working relationship with the podcast host to negotiate timelines for you.

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11 Ways You Can Grow Your Brand with Podcast Interview Marketing

May 17,2022 / Blog / Tiffany

Growing your brand is essential to your success. If you want to get into podcast interview marketing, but you don’t know how it will help your brand, these are 11 ways you can grow your brand with podcast interview marketing.

1 | Driving Sales

There are thousands of ideal clients out there who are ready to buy what you’re selling. They just need to hear you. Podcasting is a great way to get your message out to the masses.

2 | Thought Leadership

Establishing yourself as a thought leader in your industry is such an important part of growing your brand. You want consumers to trust you, your message, and your product. Podcasts give you the chance to talk directly to consumers, leaders, and the audiences you will best serve.

3 | SEO Strategy

Search engines favor websites with backlinks. Show notes that podcast hosts publish alongside a recording is a great way to create those backlinks. Because, let’s face it, Google may have endless pages of searches, but you’re lucky if someone is clicking past page one. That’s where you want to be and where you’ll be seen.

4 | Guesting vs Hosting

Being a podcast guest and being a podcast host is a great way to establish your brand. Where podcast hosting is a great way to nurture your current audience, podcast guesting is a great way to reach new leads and gain more exposure.

5 | Launching Your Own Podcast

Nurturing your current leads and customers is an important part of any brand. It also makes you a trusted voice in your industry. Studies also show that podcasts tend to drive more subscribers than email and social media.

6 | IPO Road Show

Since podcasts are typically recorded weeks to months in advance, they give speakers and executives the opportunity to practice their initial pitch before it reaches the public. Due to the pandemic, the IPO was canceled and the podcast guesting strategy was never tested, but we do look forward to testing this theory in the future.

7| Value Consistent Marketing

Meaningful connections are the best connections for growing your brand. There are many platforms for brand building, but none of them can compare to the meaningful conversation a consumer will hear in a podcast.

8| Executive Exposure

Time is money. And even though in-person events are starting back up, working them into an executive’s schedule can be difficult. Podcasts can get executives in front of an audience as easily as blocking off an hour on their calendars.

9| Content Creation

Podcasts are so easy to repurpose into blog posts, sizzle reels, and even books. They’re essentially evergreen content.

10| Recruiting

Building a brand is hard to do without the right people. Podcasts are another way for potential employees to get to know you. If your message resonates with them, you can almost guarantee they’ll be looking at your career page for openings.

11| Acquisition

If you’re looking to expand your brand, look no further than podcast marketing. Just like potential employees, potential acquirers are also listening. Whether you’re looking for a partner or to sell your business completely, podcasts are a great way to be heard.

Content from this blog was pulled from Grow Your Brand With Podcast Interviews

Get the full report here.

Grow Your Brand with Podcast Interviews

Growing Your Brand with Podcast Interview Marketing

May 05,2022 / Blog / Tiffany

Growing your brand doesn’t need to be hard. In fact, it’s the easiest it has ever been. With all the advanced technology we now have, marketing doesn’t just have to be billboards, magazine articles, and in-person interviews. Podcast interview marketing is as simple as sitting in front of a microphone at your computer in your home office!

Why Podcasting?

So why choose podcast interview marketing over more traditional modes of marketing? Convenience! We live in post-pandemic times where people value a work-life balance. Recording an interview is just as easy as consuming it. Set aside an hour for recording and then you have the rest of the day to work and run errands without missing out on more leisurely activities.

Reach A Global Audience

Podcasts also allow you to reach consumers you wouldn’t otherwise be able to reach. Listenership of podcasts is global. You’re able to reach people across the world. Establishing yourself as a thought leader in your industry in multiple countries is a sure fire way to grow your brand. Take our client Barbara Turley from The Virtual Hub for example. She built her business internationally through targeted podcast interviews. She was an Irish woman living in Australia who was able to speak to her ideal clients in the United States.


Podcasts also aren’t just audio! Along with show notes (great for backlinks!) some hosts also record video, which is great for repurposing your content to stretch it over multiple platforms. 

Whether you’re looking to drive sales, improve your SEO strategy, create content, or launch your own podcast, podcast interview marketing is a pivotal way to establish yourself in your industry.

The content from this blog was extracted from our latest report | How To Grow Your Brand With Podcast Interviews

Get the report here.

Grow Your Brand With Podcast Interviews

Is It Better to Host a Podcast or Be a Guest?

April 25,2022 / Blog / Tiffany
Grow My Accounting Practice Podcast

Our Founder, Tom Schwab, had the opportunity to be a guest on the Grow My Accounting Practice podcast with hosts Mike Michalowicz and Ron Saharyan.

Anyone Can Start A Podcast. But It Is Better to Host a Podcast or Be a Guest?

Over two million podcasts exist today.

Maybe you’ve been thinking about starting a podcast, but you hesitate because you don’t know how you could stand out when there are over two million other shows already out there. The truth is, out of those two million shows, only about 400,000 have published episodes in the last 30 days, signaling that while many people can start a podcast, only about 25% of those shows are consistently successful.

A quick search on Spotify reveals millions of familiar and unfamiliar titles of podcast shows, but Grow My Accounting Practice Podcast host Mike Michalowicz wonders “how have things changed in the podcast realm” over the past few years? Five years ago, podcasting entered the business marketing scene and became a solid marketing strategy. Today, podcasting is a staple for many businesses, giving them a platform to nurture and grow their clientele base. Podcasting offers listeners the ability to connect intimately with the vocal personality of businesses and brands in ways blogs can’t.

It’s no surprise that the podcasting space continues to grow exponentially. During the pandemic, podcasts enabled people and businesses to continue having conversations even when borders and quarantines kept people apart.

Getting Through The Noise

Tom still marvels at the 400,000 active podcasts statistic: “There are so many podcasts out there. How do you get through that noise?” At first glance it may seem like the podcast industry is oversaturated but look at it this way – there are millions of books in the world, but the publishing industry produces more every single day. Why? Because people want them.

What Are Your Goals for Podcasting?

Maybe the question you should be asking instead is, “What are MY podcasting goals?”

It’s really about what your goals are. Using the Uber analogy, should I be an Uber driver or an Uber passenger? Same platform, different goals. Asking yourself this question leads you to understand if podcasting will be worth the investment for your business and whether hosting or guest appearances are better for you. Shifting your focus from market saturation to the viability of your goals in the podcasting space.

When thinking about starting a podcast, it’s essential to understand why you want to create one. You must know why you want to start producing and whom you intend to help—or entertain—with the content. The production costs of a podcast can add up, and if you aren’t clear about your goals, the return on your investment is also unclear. The podcast will then likely become one of the 75% of podcasts that do not produce valuable content consistently.

Hosting Your Podcast vs. Being an Interview Guest on a Podcast: Which Is Better?

Typically, if you want to nurture an existing clientele base, hosting a podcast is the more appealing option for your goals. Hosting requires an understanding of several things. First, be clear about who you want your audience to be, what your niche is, and how can you provide valuable content to this niche audience? When you have clarity about your listener base, you can create a niche, value-adding podcast for those people, increasing your ability to stand out in the podcasting crowd.

Tom shares his own insights: “But if you build it, they won’t come. If you want to get new leads and new back links, you have to go out there and get on other people’s stages.”[1]  So if your goal is to gain and find new clients, appearing on other people’s podcast as an interview guest would give you a better return on your investment as you would forgo the upfront time and costs of creating your own podcast. This option is better for smaller businesses who are focused on growth rather than nurturing existing clients. However, being an interview guest has time investments that should be considered too.

I Don’t Need to Prepare

Many times, when you appear as a guest on a podcast, you can quickly tell yourself, “Oh, it’s just a podcast. I don’t need to prepare.” Would you do a live presentation in front of 500 people without preparing? Probably not. If you’re appearing on a podcast that gets thousands of downloads, appearing on that podcast is similar to—if not bigger than—presenting to a live audience of 500 people. If you want to be a guest on a podcast, you will need to prepare, and that preparation involves more than your message. There are two major steps before that: scoping out suitable podcasts for you to appear on and having quality equipment so that your audio doesn’t take away from the expertise you are sharing. 

Finding A Podcast

Finding suitable podcasts to appear on comes down to one big question: Will you be proud of appearing on that show? If you aren’t proud of your appearance, you are less likely to share it, and it will most likely not have a positive impact on your brand and company. Finding the right podcast to appear on is a process. In today’s climate it goes beyond finding a podcast with your target audience, you are vetting the podcast’s brand and values as well.

It’s also important to see how that podcast is promoted and how many people listen to each episode. Listen to several of their episodes to gauge the tone and messaging. Brand alignment and numbers matter, and it matters more when you are a guest who wants to get the most out of your time.

The Golden Age of Podcasting

The podcasting industry is thriving right now, and it isn’t too late to get started. The market isn’t oversaturated. There are still many ways for you or your business to stand out, connect with, and nurture clients. Be intentional with your message, show up on time, and be prepared. By doing this, you will add value to the audience as well as yourself. As Tom says, “Give, give, give, ask.” When you give others value, at the end of the day, you find that value added back into your bottom line.

Listen to the full conversation here.

Grow My Accounting Practice Podcast

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10 Ways To Use Podcast Guesting

April 19,2022 / Blog / Tiffany

There are many motives behind someone’s reasoning to do podcast guest interviews. We know the power and potential they can have in your business directive. We have it seen it work thousands of times over with our own Certified Guests. Through our exclusive data we have highlighted 10 specific ways consultants and coaches can, and have, used podcast guesting to grow their business.

1 | Grow Your Practice

Podcasting is a great way to grow your business! Utilizing an established platform will get your message and content in front of your target audience.

2 | Market Research

Listening to podcasts will key you in on what your competitors are doing in your industry. This can be beneficial in your efforts to diversify yourself from the competition.

3 | Raise Your Profile and Price

Once you’ve done enough podcasts to establish yourself as a thought leader in your industry, you’ve built up a presence that allows you to raise your prices. Your audience knows you have a compelling message or a great product and they will pay for it.

4 | Launch A Book or Program

We talk a lot about repurposing your content. Launching a book or a course is a great way to do that. Your voice is known in podcasting, which almost guarantees you the title of Best Selling Author.

5 | Land Paid Speaking Events

With mask mandates being lifted and more people traveling and gathering for events, podcasting is a great way to leverage speaking engagements. After all, who doesn’t like a stage and a room full of people?

6 | Attack Strategic Partners

It doesn’t always have to be a competition with your competitors. Podcasting is a great way to form partnerships with other people in your industry.

7| Launch & Expand Your Own Podcast

You’ve been on upwards of a hundred podcasts. Now it’s time to create your own. After spending all that time leveraging someone else’s platform, building your own is a great way to interact with interesting guests that will benefit your audience. 

8| Expand Into New Markets

We’re lucky to live in such a large and diverse world. While you may live in a house in Ohio or a flat in London, your ideal customer could be in an apartment in Sydney or a house in Mexico City. Podcasting is global marketing. You’re going to reach audiences that span at least six continents. However, we can’t guarantee you’ll be a breakout star in Antarctica. It’s a very saturated market.

9| Disrupt The Status Quo

Podcasting is a great way to stand out–to do something different than what others are doing in your industry. Like we always say: what’s ordinary to you, is amazing to others.

10| Rebrand

Everyone wants to try something new. After establishing yourself as a thought leader in one industry, podcasting can be a great way for you to rebrand into something new. You’re a trusted voice that podcasters would love to have on their show.

Content from this blog was pulled from How Coaches & Consultants Can Grow With Podcast Marketing.

Get the full report here.

Coaches and Consultants grow with podcast guest marketing