The Podcast Discoveries Series

by Case Lane

In just a few short years, podcasting has arisen as the one online activity everyone must do.  Not only comedians, newscasters and historians, but also corporate executives, specialized professionals, and the kid next door.

Unlike blogging which required at a minimum the ability to write, podcasting is the audio medium, a stage that permits and embraces the same chatter, banter and jokes that take place between ordinary people on average days.

In fact, the gentle nature of conversation has become the hallmark of podcasting. The platform’s success lies in its intimate connection with the listener’s ears, and its soothing waves playing in the background of walks, workouts, and commutes everywhere.

For those who wish to use podcast appearances to bolster their careers, products, services, businesses and authority, the opportunity comes with a challenge.

With an estimated one million podcasts available for download all over the world…

How do you find a podcast where you can present yourself as someone who is valuable and useful to interview?

And once you do convince someone to talk to you…

How do you leverage your appearance to grow the community or audience you are hoping to reach?

Behind the Mic: The Inadvertent Research Project

From May until August 2020, I researched over one thousand podcasts in search of relevant shows that may be interested in having me on as a guest. 

I was startled to learn that what we think we may know about the podcast industry may not be true.

What we think is competition may not exist.  And what we think is opportunity, may be stunningly more real than we could ever have imagined.

In this blog series, I am going to let you know what I learned from my inadvertent deep research quest into what’s really going on in the podcast industry.

Building from my How to Become a Podcast Guest post, this post provides more detailed information for potential podcast guests.  Including after obtaining the interview, what should do between the confirmation of your appearance, and the day your show goes live?

The Background

If you have not read the How to Become a Guest post in this series, start there for details about my journey to be interviewed on 50 podcasts as part of a virtual promotional tour for my new book Recast.  What I did not know then is I would have to research more than 1,000 podcasts, to find the 50 who have now said ‘yes’ or ‘maybe’ so far.

On purpose, I only approached podcasters, I had never heard of before.  The podcasters I have heard of are some of the biggest names in the business.  I immediately put them on my dream list to be approached some day in the future.

Instead, I wanted to meet and work with the vast majority of podcasters, those with shows ranked from #101 to #1,000,000 on the listener charts, in all the categories that might be applicable to my message. 

I researched 1,117 podcasts

About two-thirds were not relevant to my topic.

The remaining were sent a request for an interview.

Of those who were sent a request, 25% replied – that’s double the rate quoted in most how-to articles.

Of those who replied:

About half said ‘Yes,’ and those interviews have taken place or have been scheduled.  Another third said ‘Maybe’ and the balance said ‘No.’

Based on my learnings from the above, here is how to be a Valued Podcast Interview Guest: The Best and Worst Practices.

1. Follow-up Immediately on Communications
2. Manage Requests for Payments, Reviews and other Contentious Issues on Your Terms
3. Check Technical Requirements
4. Read Pre-Interview Documents and E-mail Instructions
5. Know Your Subject
6. Be Clear About Uncomfortable Topics
7. Get Names Right
8. Speak to Their Audience
9. Confirm Promotional Expectations
10. Embrace the New Relationships

Follow-up Immediately on Communications

Once you have a host’s attention, and receive an offer to appear on a show, make sure you follow-up with a confirmation, and any questions, comments, interview date or other requests, as soon as possible. 

If the response is a ‘maybe,’ follow-up with the criteria that could make it a yes – ie, I’ll reach out again in 6 months to see if your calendar has freed up.

If it’s an outright ‘no,’ send a thank you for replying.

If it’s no response, there’s no need to send a follow-up unless you desperately want to interview with that host.  Many podcasters know exactly what they want and who they’re looking for, and have no time to respond to every request.

Manage Requests for Payments, Reviews or other contentious practices on Your Terms

Some podcasters are asking for payment, review requests (often 5-star), listens or subscribers before they commit to an interview, or even before they consider an interview.

In my research, payment requests ranged from a $15 ‘application fee,’ to over $500 ‘premium’ service.  Some stated the fees were to help them defray costs, others said it was to limit the number of requests they received.

This was not common practice, less than 2% of all requests required potential guests to make a financial or review commitment.

But potential guests should be prepared for these requests, and create your own guidelines for how to handle them.

In all cases it is up to you, the potential guest, to decide if you wish to participate. 

Presumably, each host has decided the request practices are valuable to their brand, reputation, or viability.  They are free to manage their podcast as they see fit, and potential guests are free to accept or reject the request.

Given that there are tens of thousands of podcast interview opportunities for guests to choose from, a potential guest should not feel compelled to engage in any practice that they do not support, or that makes them feel uncomfortable. 

The best part of the online entrepreneurship world is the diversity of action, opinion, behavior, and circumstance that allows participants to choose the types of niches, communities or tribes to which they wish to belong. 

This wide-open field is loaded with opportunity.  There is no point contemplating a practice you do not support.  Once you feel any hesitation about whether or not to contribute, move on to the next podcast on your list.

You can always go back if you feel you have not received enough interview opportunities or audience exposure, or if you really want to engage with a specific podcaster.

Check Technical Requirements

While Zoom Video has become the default provider of face-to-face global communications, it is possible for hosts to be using a different app.  You should be able to confirm the technical requirements at the time of interview confirmation.

If you think you will have an issue, communicate your concern to your host as soon as possible, or at least one week before the interview so that there are no delays on the interview day.

Read any Pre-Interview Documents and E-Mail instructions the Host Sends You

Some hosts prepare an overview of the episode, or notes about the topics they want to cover.  Make sure you read this document, and ask any clarifying questions prior to the interview.

If you are concerned about the structures, topics or intentions of the interview, send an email to clear the air.  Or suggest a brief preliminary conversation, prior to the interview, to cover any questions.

Know Your Subject

If you sent a pitch e-mail with suggested interview topics, make sure you are able to respond to any of those suggestions.  The value in your recorded conversation is in the talking.  You must have something to say.

If you are promoting a book, product or service, consider making a related offer to the listeners.  But make sure you ask the host’s permission first.  Do not try and promote a product in the middle of the interview.  The product should be relevant to your topic of discussion, and valuable to the listeners.

Be Clear About Uncomfortable Topics

If you do not wish to discuss a particular subject make sure you tell your host.  At a minimum, your public information on your social media and website is open for any type of follow-up question.  Assume your host will ask you about anything you have already placed in the public domain.

If the interview veers towards a topic you are not prepared to speak about, you can either side-step the question or say you do not want to discuss it.  Most shows are not live, or if they are, there is a separate podcast version that can be edited later.  However, do not assume this will be done.  If you have concerns, discuss the issue with your host first.

Get Names Right

If you are planning to say your host’s name, make sure you are pronouncing it correctly.  Clarify name pronunciations in the pre-interview, or at the beginning of the interview before you start recording. 

Sometimes in the excitement of preparing for a show, you may stumble over names so it’s best to double-check that you know the correct pronunciation of both the host and show name.

Speak to their Audience

If you read the How to Become a Podcast Guest Interview in this series, you will have done your homework around the host’s podcast category, description, episode description, and episode content.

You should have an idea about how they speak to the audience of the show.  Podcasters with a vibrant community may refer to their listeners by a nickname, like John Lee Dumas’ Fire Nation.   If you pick up on that reference, the host will likely note your attention to detail.

Confirm Promotional Expectations

A host should not have to ask you to promote the episode you are on, but surprisingly, podcast hosts are frustrated by the lack of promotion done by podcast guests. 

For hosts, the minimum requirement is to advise the guest when the show is available, and include their preferred episode link for posts.

If the host does not provide a preferred link, select your own option, like Apple Podcasts, or your preferred platform.

When the show is available, promote to your social media and e-mail lists.  The number and frequency of these posts is up to you.  Research or ask for the host or show’s social media handles so you can tag them when you post on your feeds.

Some hosts will provide you with episode graphics.  If they do not, you can create your own.  You can create a template for free using Canva, and change the podcast image and the text with each guest appearance.  Copy and paste the host’s podcast art image from a directory, and give the episode number and/or title in your post. 

Once you have a template, creating the graphic takes less than 5 minutes, and provides a good alternative to only posting a link.

If the host provides you with a graphic make sure you use that one.

You can also create a page on your website with graphics linking to the shows you have appeared on.

Embrace the New Relationships

The best part of this virtual podcasting tour has been meeting so many great podcasters who are doing awesome shows about a subject I champion.

As you reach out to others in your category about their shows, and your ability to provide value for their audience, you may find yourself making new friends and colleagues who become part of your community for years to come.

The opportunity to speak on their show would be the beginning of your collaboration.

Conclusion

The value of a conversation on a subject specific broadcast is timeless. 

Online entrepreneurship has changed the game for so many who thought they might never be able to have a business, and the open fields for communication and information-exchange have only made the opportunity more exciting.

If you have knowledge to share with an audience, participating in the field of podcast interviews is a valuable and important contribution.

When you have the opportunity to work with a host, do your part, help grow the industry, improve everyone’s processes, and change the world.

More Information

The best part about researching 1,117 podcasts was being accepted as a guest on so many awesome shows!  You can find links to all of those fabulous podcasts here.

The second best part was my new found insight into the podcast industry.

This research was so eye-opening that this post is one of five about what I learned about the podcast industry from researching 1,117 podcasts. 

Here are the links to all of the posts in the Podcast Discoveries Series:

Introduction to the Podcast Discoveries Series

How to Become A Guest on a Podcast

How to be a Welcoming Podcast Interview Host:  The Best and Worst Practices

How to be a Valued Podcast Interview Guest:  The Best and Worst Practices

Maximize Your Podcast Listening: Use Interviews to learn from Virtual Mentors

Additional Resources

Research Checklist: Podcast Guests: If you would like a free checklist for how to research and find the right podcast for you. Click here to download.

Podcast Directories: If you would like to get your own copy of the podcast directory listing and instructions based on my research click here (coming soon)

Podcast Guest Interview Blueprint Package (the ultimate course for podcast guests): Podcast Guests: If you would like the comprehensive guide to finding and contacting podcasts that are right for you, including as bonuses the Interview Checklist and the Directories List. Click here for this special offer.

Podcast Discoveries Book: Readers: If you would like the entire story of this epic research journey to discover and contact podcasts for guest interviews. Click here to download at Amazon.com. NOTE: the book is also available at Apple Bookstore, Barnes & Noble, Kobo and other popular sites where ebooks are sold.

Research Report: To purchase, the entire research report click here (coming soon)

Podcast Discoveries on the Ready Entrepreneur Podcast: This information will be explained in upcoming episodes of The Ready Entrepreneur Podcast. Subscribe at Apple Podcasts to stay up to date.

Podcast Discoveries on YouTube: To watch videos explaining the Podcast Discoveries process for finding your new favorite podcasts, click here (coming soon)

Disclosure: Links to Amazon.com and related companies are affiliate links that earn for eligible purchases at no additional cost to you.