Be the Podcast Guest Every Host Dreams of

Everything a writer needs to know to have fun, grow your following, and establish your subject expertise

Podcasts are today’s talk radio. It seems like everybody has a podcast everywhere, and those casts cover every topic under the sun. How can you exploit those popular little shows? Keep reading and I’ll tell you. I’ve been a guest on many and have hosted several. I even wrote some a while back for a client.

You can gain readers for your blog or web writing, attract listeners to your music, or promote your product, business or invention. It isn’t hard to do — overcoming a natural reluctance to public speaking is easy when it’s an audio podcast — and the rewards can be amazing.

Understanding what podcasts are good for

Podcasts are disposable media in that few people listen to a particular episode more than once. But unlike radio, TV, or print media, podcasts are out there in the ether forever. You can record an episode today, and someone can trip over it in a search engine a year from now. Many people multitask while listening to podcasts, so they don’t have to set aside a block of time to get your message.

Forbes says “100 million Americans now listen to at least one podcast every week, accounting for 34% of Americans aged 12+.”

And those numbers are growing quickly, no matter what you may have heard about the podcast trend being over. Men listen more often, but by a small margin. About half of podcast fans are 34 or younger, but almost all adults participate.

You should know that podcasts add a personal connection to those sterile marketing ploys like branding, reach, and social media influence. People hear your voice, feel your enthusiasm, and can get a feeling of real personal connection. Listeners will likely perceive you as an authority or expert if you prepare your guest appearance and know your topic.

Podcasts are inexpensive to produce and promote, and as a guest, you will likely encounter zero expense. One effective podcast appearance can bring more audience loyalty than a week of social media posts.

I did a few several years ago when I was making and selling pottery, and I still get messages from people who heard it.

Understand the show, the host, and your message

A lot of podcasters are new to the game, so I feel comfortable with them because I am not facing a media pro. If you want to try guesting, select a host with a great personality and who is a compelling speaker. If the podcaster hems and haws, clears their throat a lot, and has a bunch of speech pattern ticks, your message may get buried in noise.

Interview the podcaster before you agree to join them. You’ll want to know if their goals align with yours and why they do the show — you won’t get a good audience reaction if the host’s motives oppose yours. Make sure you can be relevant to the show’s theme so the audience enjoys hearing you.

The worst thing a podcast guest can do is sound like a carnival barker hawking their wares.

Before you guest on any podcast, think about your message and about making it warm and personal. Be sincere. If money is your only motivator, you won’t resonate with an audience. When I do a cast, I am more likely to talk about my love of language or my personal experience stories — I don’t spend much time listing my writing credits or recognitions.

If your goal is to increase sales of your online web design class, forget about writing a sales pitch for the podcast. Spend time developing a set of benefits people will recognize when they take the class. Focus on what the listener will gain, not on describing your class.

If you want to gain a bigger audience or following for your writing, think about subtle humor, sharing facts people might not know, and offering anecdotes about how you developed your writing career or platform. You want to have a repertoire of talking points that will make listeners feel like they’re glad they listened.

If you want to promote a product or business, make those promotional statements organic. Fit them gracefully into a conversation without hammering home your neediness or begging for responses. When you prepare for your appearance, it’s essential to make brief reminder notes to help you conversate smoothly.

Investigate the basics: the show’s air time, whether it’s live or taped, what sort of people follow them, the host’s background, does the audience respond better to raucous humor, serious expertise, or casual homey talk.

You’re not going to see the switchboard light up

It’s unlikely that a hundred people will call the show while you’re on. You may see an uptick in engagement, but no one will be shouting your name from the rooftops or rushing to your point of sale.

Recognize the media’s strength is helping you create an image that people remember. It takes repetition to do that. The more often you guest on podcasts in your space, the more easily people will remember who you are. It’s not irrational to expect your brand to become a household word if you are consistently in front of people via podcasts, the internet, social media, and real-life events.

We know it takes about nine exposures to a message for an audience to begin to recognize a brand. That’s why you recognize Jello, BMW, and GEICO. And that’s why you want to find a comfortable way to put forth your message meaningfully with a personable, consistent approach. Start now to develop a plan. Figure out how you see your brand. Learn what to say to put your persona in front of people you think will connect with your offering.

Be consistent and be visible wherever you find an opportunity. Once you guest on a couple of podcasts, you may find you enjoy the experience and look forward to doing more of them. I developed one or two long-term friendships with podcasters after we did a show together.

Adapt to the environment

We’ve all heard interviews that fall to the floor and lay comatose. Don’t be that guest. Do your homework. Here are a few assignments:

Have a 15-minute conversation with the host before your appearance. You’ll want to find spaces where you intersect with them in some way because the audience knows the host and you’re a stranger. Get comfortable and figure out whether your personalities are compatible.

Determine how your topic can mesh with the show’s focus. If it’s a political show, get your ideas firmly in your head so you don’t stumble. If the podcast theme is parenting and you sell investment advice, plan to talk about investments that are perfect for parents and offer some parenting anecdotes of your own.

Find a couple of wonderfully funny stories or jokes to bring with you. A little laughter can smooth over rough spots.

Don’t try too hard to be agreeable. Controversy is interesting as long as you can present it without being an asshat. Before you stir the pot, fact-check yourself. It’s okay to disagree with the host if you know what you’re talking about.

Practice an elevator pitch — a short few sentences that describe perfectly why you’re a credible guest. Like this, “In my career, I worked with some of the best and meanest editors in the media business so I had to learn the craft or perish. My stories have appeared in popular print and digital publications worldwide, and readers know I’ll never let them down.”

The mechanics of talking

There’s not much more distracting than an interviewee who isn’t fully present. Here’s how to provide the best audience experience.

Make sure your phone or device has a full battery charge and you can be in a place where the signal is reliable.

Speak directly into the device. Speak clearly. Slowwww down. Most of us talk so damned fast that no one has a clue what we’re saying. Listen to after-the-game sports interviews and you’ll know what I’m saying.

Stay comfortably in one place for the whole interview.

Don’t drive while you’re on the podcast.

For me, a microphone and headset are essential — better clarity, better focus, fewer distractions, less background noise.

Don’t eat or chew gum. Seriously gross.

Don’t allow anyone in your home or office to interrupt you, and disable call waiting, phone alarms, timers, and notifications. A speaker phone is a good thing to avoid.

Be aware of time passing. If you get off on a tangent, your interview will be over before you meet your goals. You don’t have to talk in bullet points but do make your words efficient. And by the way — be on time!

Own the experience.

This is the difference between a ho-hum interview and a guest everyone wants.

Be self-actualized — know what you have to offer and give it wholeheartedly. Talk to the host as if you are pleased to be there. You’ve done your homework, you understand the setting, you have something satisfying to communicate, and you’re enthusiastic.

Take three deep, slow breaths and relax. Avoid being stuffy or defensive if the host asks a pointed or challenging question — deal confidently with it. Use laughter or a great explanation or minimize the question’s importance — don’t get ruffled or snarky.

Sometimes, your competitor will be mentioned and your job is to be graceful while extolling your virtues. You can’t gain anything by denigrating a competitor.

Be sociable and enthusiastic so the audience feels connected with you and can appreciate your presentation. Nobody likes a know-it-all, but we appreciate the heck out of a friendly expert.

Last on the list — be prepared with a cordial, graceful exit line. “Thanks, Oscar, for inviting me on your podcast. This was fun. I’m looking forward to hearing from your audience.”

That’s all you need to know to be a super-star podcast guest. Now go find a great podcast and knock ’em dead.

This story gave you a leg up in a fun way to promote your writing, your business, or your brand. For more, hop over to my Make Money Writing series, where I share what I’ve learned in four decades of my career!