Podcast: Become a digital talk show guest
Podcasts have become increasingly popular over the past few decades. And today there are literally thousands upon thousands of podcasts out there. Appearing on one can, like the previous two chapters, score you a shiny new As Seen On logo, as well as offer other benefits.
Like guest posting, being on a podcast can gain you droves of followers. In fact, bestselling author of The Miracle Morning Hal Elrod rose to prominence using podcast guest appearances as his primary means for promotion. It took him 18 months of podcast interviews, but his book sales eventually took off. Today he has sold over a million books.
Appearing on a podcast can not only help you land new subscribers, customers and followers, but it is also a great way for your audience—or a whole new one—to get to know you. They start to see you as an ordinary, relatable person. Podcasting, in a sense, is a form of digital bonding. It helps your audience grow fonder of you and increase their loyalty to you and your brand.
What is digital bonding?
Ever wonder why people obsess over celebrities, following their every move, whether in a gossip magazine, TV show or on Twitter? Well, it’s quite simple: these celebrities have bonded with their audience. When they appear on talk shows, do interviews or perform good deeds in the limelight, their audience gets to know them. They learn about their personal life, beliefs, family, hobbies and more.
You may remember how I mentioned my love of basketball earlier in this book. The sport is my weakness. If I discover a celebrity also loves NBA hoops—like super fans Billy Crystal, Spike Lee or Jack Nicholson—I can’t help but like them. We share something in common. And therefore I feel more connected to them, even though I’ve never met them in real life.
The same phenomenon happens when you appear on a podcast. In the influencer game, people don’t just want to learn about the value you offer, but also who you are as a human being. When you’re on a podcast, you’ll certainly mention personal details about your life, interests and background; and this creates an opening for you to digitally bond with listeners. Be genuine and you’ll surely gain some new fans and customers.
How to land podcasts
Just like guest posting, some podcasts will be more difficult to get on than others. And many of the same guidelines apply: follow the guest podcasting instructions, and create a unique pitch that emphasizes your value.
You will also need to create a press kit. Now, the word press kit probably sounds scarier than it actually is. In reality, your press kit just needs to contain a few items:
- Tagline: A sentence or two that explains who you are and the value you offer. Hint: include some credibility indicators—awards you’ve won, where you’ve been Seen On, books you’ve written, etc. For example, my tagline is: John Weiler is a 4x bestselling author, award-winning writer and founder of Ordinary Dude Meditation.
- Short bio: Share a condensed version of your bio that focuses on the most compelling aspect of your business’s story. Think about your company’s mission. Why do you do what you do? What made you start your company? Share your why and the story behind your business’s formation in this section. Keep this section between 100 and 300 words.
- Long bio: A much longer version of your bio that can include more personal details, like some of your hobbies, how many kids you have, organizations you volunteer at, and so on. Obviously, you should only include personal details you feel comfortable sharing. A good length is between 400 and 700 words.
- High-resolution photos: Include some hi-res photos of yourself and potentially your products if you have any.
- Links: To your social media profiles.
A good place to get your foot in the door of the guest podcasting world is to search iTunes “New & Noteworthy” podcasts. These are the up-and-coming podcasts that are gaining popularity, and which will be easier for you to get an appearance on. Once you’ve landed a guest appearance, ask the host if he or she knows of any similar podcasts that may be interested in interviewing you. This will make it easier for you to land additional guest appearances with minimal effort.