What am I doing wrong? Why can’t I get featured on podcasts?
It’s a frustration for many speakers, authors and other thought leaders with a message. You have a story to tell, but you can’t find the right podcasts to share that story on.
Maybe you already understand that podcast interviews, much like other media appearances, can bring major value to your marketing and promotion efforts. It’s possible that you’ve heard stories like Craig Cody’s experience that led to a 600% return on investment (ROI) with new clients from around the country. (Read the Craig Cody case study here)
If you’re all ready to take on the world of podcast interview marketing, but you’re not funding any success in actually getting on podcasts, let’s explore some possible reasons, and solutions to help facilitate change.
Your shows are wrong.
Understanding your ideal audience is paramount in getting started. It’s great to get featured on podcasts – but getting on the right shows is even more powerful. Start at the beginning: Who do you want to reach and why?
Once you understand your buyer persona (search for buyer persona tools – there are many!), you’re ready to start looking for the shows they listen to regularly. For instance, if you want to reach sales professionals, they likely listen to podcasts like The Sales Evangelist or Accelerate! with Andy Paul.
Make a list of shows you think would be perfect for your story, then begin the pitching process.
Your pitch is wrong.
Pitching to podcasts can seem daunting. The key is understanding the value you bring to the show and the audience. It’s not an infomercial – it’s an opportunity to help listeners in some way. Inspiration, education or other connections are valuable to an audience.
Podcast hosts want quality content for their shows in order to build their audience. Showing them the value you bring to their audience (7 tips for… OR The one secret… OR How to…) will help get their attention.
PRO TIP: Cold pitches are not dead, but a warm introduction is always better. Get more tips here.
Not enough confidence in your story.
“I’m not comfortable talking about myself.” It’s a common problem. Rest assured: you are the subject matter expert in your field. An expert is “a person who has a comprehensive and authoritative knowledge of or skill in a particular area.” This means you need to know more than the average person. You’re one expert, not necessarily the only expert. If you know more about the subject than an average person, then you’re an expert.
Be confident in your expertise, and highlight your experience.
PRO TIP: Add a little personality to your pitch. Hosts want more than a talking head, they want a person. Many hosts like to know what else about you their audience might like to know.
Too much confidence.
Sometimes, we meet people in our lives who see themselves as a “legend in their own mind.” Confidence is great. Cockiness, not so much. We all need to be real about our level of notoriety. “Do you know who I am” doesn’t typically play well in most situations.
Remember, the Rolling Stones didn’t start at sold out arenas. They started on smaller stages – any stage was great. As you build your brand, be willing to go on shows that may not seem as big as you hope for. The biggest podcasts in the world may reach the largest audience, but those listeners may not engage with your story. A smaller podcast may have the more engaged, hungry base of listeners your story resonate with, and they’ll take action. Humility and realistic expectations will help you get featured on podcasts – and relevant ones at that.
Systems and processes.
Once you’ve made a pitch, checking in can help ensure you don’t get lost in the mix. Of course, you don’t want to pester the host or producer, but having a plan for follow ups is an important part of podcast interview marketing.
A follow up plan can be as simple as a spreadsheet with the shows listed and dates for following up, coupled with calendar notifications for reminders.
In addition, thank you notes and social media promotion of your episode will help ensure a solid reputation in the small world of podcasting – helping to broaden your reach for future shows.
It’s not easy to get featured on podcasts. But it’s worth it.