Podcast guesting is not just about buying your product or your book, you have to give value and be respectful. Click To Tweet

Content creation takes time and you get free content out of your podcast interview. Click To Tweet

People love stories. Stories sell. Click To Tweet

Podcast guesting is the future, and it will stay here. Use it in a really wise way to build your credibility and authority. Click To Tweet

Noemi Beres is the Co-Owner of Podcast Connections. She helps entrepreneurs and business owners share their knowledge and connect them to quality podcast shows. In addition, Noemi is dedicated to helping experts grow their businesses with interviews.

She started working in the online marketing field in 2007. Noemi has a master’s degree in Danish Literature and Language; she is a linguist, content creator, and “master organizer.” She is also a collage artist. She makes hand-sewn collages on canvas made from old photos, postcards, colorful yarn, and textiles.

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I’m looking forward to sharing this industry expert with you and we are going to talk about one of my favorite subjects. We are going to talk about podcasting. More specifically, we are going to talk about podcast guesting. For all of you out there that are reading, I know you have been on at least one podcast or maybe you have been thinking about doing it and haven’t taken that first step yet. Either way, after this episode, we are going to answer a lot of questions. You are going to feel way more confident and ready. We’re even going to talk to you about how to be more creative in your podcast outreach, build your authority, and be a good podcast guest. Let me jump right in and tell you a little bit about our guest who is here from Cyprus, Europe. We are going to dive right into that.

Noemi Beres is the Co-owner of Podcast Connections. She helps entrepreneurs and business owners share their knowledge and connect them to quality podcast shows. In addition, Noemi is dedicated to helping experts grow their business with interviews. I’m so excited to have you with me, Noemi. It has been a while since we have discussed it, and we are finally making it happen. I’m so excited to have you here with me now.

Thank you so much for having me on your show, Patty. It’s an honor to be here.

I love it too because you have referred people to me that you think would make great guests for the show. 1 or 2 of them are some of my favorite episodes. What I love about when you refer people to me is that you took the time to ask me what I was looking for. Some people could say pitch or whatever the word is. I’m okay with being pitched. What was my demographic? What did I want in a guest? You weren’t pitching people to me that weren’t the right fit for my audience. I love that you took that extra time with it, and then I also loved knowing that not only was the actual guest going to be promoting the show, but your company was going to as well, which was nice.

I had to say that’s an extra little something that you bring to the table. There are people who want to do it themselves, do it with somebody, and want to have somebody else do it for them. At the end of the show, we will get some of your questions answered and maybe people will be able to make a little bit more informed decision on what is right for them. As we know, time is money. There are times in your business when you are scaling, sometimes you are in the hustle still, you have more time, and you have more money, then you can make the decision for yourself. Either way, we are going to dive deep into podcast guesting. Let’s jump right in.

The first question I want to ask you is important. We all hear stories and myths of things about podcast guesting and pretty much anything else that isn’t true. What I want to say is, what is a myth about podcast guesting that you can share with my readers right now to say, “No. That’s not true.” Let’s get it out of the way.

Many people think that being a guest on a podcast will bring them immediate results. They believed in that 100%, but that’s not true because you have to do a couple of podcasts like 10, 20, 15, or 30 to get those results. We started to work with people and after 2 or 3 interviews, they thought they were going to be famous. They only want to be on the Tony Robbins and Amy Porterfield show and they are going to have clients from every single interview they ever on. This is a myth. You have to do the smaller gigs to get on the bigger shows. You have to go through all these small steps to reach bigger shows. You need the practice and experience and it’s a myth that you are going to be famous after three podcast interviews. That’s not true.

That’s funny because I was talking to one of my collaboration partners. He said something to me that I thought was so funny. He started podcast guesting and he hired someone to train his VA to do it. He didn’t know anything about it. He has never been on a podcast before. She had never done it before either, but he sent her to this thing to learn how to do it.

She got him booked on twelve interviews. I have to say that two of them were with some pretty good names. He said to me, “I was on this podcast of this bigger name. It has been three days and I haven’t had anybody reach out to me.” I was like, “Really?” I do think that people think. First of all, they have to realize that not everybody watches or listens to the podcast. The day it comes out, it’s not like there’s this rush of cattle to go listen to that because they came out with one. Literally, your podcast might not come out for months. Sometimes, there is a 60 to 90-day lag when people come on my show before they go live. There’s a lot of different things about that.

Since we are talking about that, what would you say is the value of podcast guesting on new shows versus established ones? I feel like we should do both. There’s value in both, but it’s a different value. Let’s talk about new shows versus established ones, why you should podcast guesting on both of them, and what the benefits are.

It’s a funny story because one of our eCommerce clients is from the UK and she was on a big show. That big show was a small show a couple of years ago. We can still use that show on her page that she was on that show, but obviously, people don’t know that she was on that show one day and had only three episodes. Nobody knew about that show but it became big. It’s one of the biggest ones and you can always use that.

You never know. You can’t say in advance which show is going to be a star and which one will stop after six episodes. It’s risky with smaller and new shows. If your gut feeling tells you that you like the host, it’s great episodes and interviews, then give them the opportunity because they need expert guests as well. Everyone has to start from somewhere.

Not everyone is a superstar podcaster from the beginning. You need to give them a chance but what we do and how we work with. If you want to focus on it and get on shows, I would advise you to get on those shows that are in the top 5% to 10% of podcasts worldwide. Those shows are the established ones. They are running for a while, so they didn’t start yesterday. They won’t stop after 6 episodes because they already done 100 and 150 episodes.

Podcast Guesting: Get on podcast shows that are in the top five to 10% worldwide because those shows are the established ones; they are running for a while and won't stop after six episodes.

They have ratings and reviews. These are all important factors when you choose a podcast for yourself. It’s hard to decide because sometimes it’s good to be on a smaller show at the right time but you want to aim for the bigger and the established ones who have the experience, the followers, and the audience.

That’s one of the things about new shows. Where is your experience, too? If you are a seasoned podcast guest and you go on somebody’s new show, they are going to be so thankful that they got an influencer or somebody to come on their show. As they have only had a few shows, they are promoting their podcast. they are going to promote it a lot because they don’t have as many. There’s that.

I have been on some established shows. Since they are in the top 1% or 2%, they have a whole system. They don’t even promote it. They have a team that promotes it, and then they have a structure. We promote it once here and here. I don’t want to say they think they are doing you a favor, but the fact of the matter is they have this very structure on how they promote. I think that it depends upon which one.

If you are not a seasoned podcast guest, it’s great when you can get on established shows, which is about making sure that you have good, relevant content. If you are so new, getting on new shows can be good because that’s where you hone your craft. You get to practice so that when you go to established shows and they go listen to a few of them, you sound good. You have learned a few things and some of them under your belt. I can see that there’s value in both of them. I hear people when they decide to be podcast guest. They want to go straight to the top 2%.

It’s important to know that there is value in both of them. What would you say are some of the most common questions people ask you all the time when they find out that this is what you do? For me, in marketing, I get asked the same questions all the time. You can almost fill a FAQ page, Frequency Asked Questions, by that. What are some of the most common questions you get asked?

The most common question is how many downloads do the shows have. You have to tell them. It’s like, “We don’t know that. That’s for the podcast host.” “They are not going to go public with that, but I need to know.” “We can’t tell you that. It’s private information. That’s not public.” “How do I know how many people listen to it?” It’s like, “We have tools. We have a system in place. We have softwares. You can check it,” but that’s another story. Again, they are always approximate numbers. You don’t have exact numbers when it comes to downloads. We don’t have exact numbers when it comes to listenership. You can always estimate it.

It’s not science. Not only that but there are so many ones now. It used to be, “We were on Apple Podcasts.” Everything was about being on Apple. Now, literally on mine, I have a whole row of all the places where people like to listen to them. You would have to go look up all those things. That’s why people have analytics. They are not always sharing their analytics either. That is a good answer. What would you say are a few of the biggest mistakes you see people make when they are doing podcast interviews? It’s important to know what to do. I love that we are going to share that, and I also think sometimes it’s good to know what not to do and what some of those mistakes are.

Maybe some of you out there have made 1 or 2 of these mistakes. This is a good time to tweak it. If you are relatively new, knowing that you shouldn’t do these things will help you. Wherever you are in your podcast guesting journey, knowing what mistakes people make is good to know. What would you say are some of the biggest ones?

The biggest ones are they don’t do their research. They end up on podcasts they don’t want to be on and have no idea what the podcast is all about. They end up on the podcast, they get on the show, and then the host asks them, “What do you want to talk about?” They have no idea. “What’s this podcast about?” You have to do your research. You can’t come unprepared. That’s very important. Small things. They are not punctual and on time. They are wasting other people’s time. They don’t show up at the interviews and that’s a big no-no. The hosts are busy people. You have people scheduled for your whole day. That’s not a good thing. When they talk about their stuff, their books, and everything, they are not engaging.

It can be a boring conversation. You have to spice it up a bit to entertain people. They are going to listen to those interviews and don’t want to fall asleep during the conversation. Try to be engaging and have a normal conversation with the host. You don’t have to think about how many people will listen to the conversation. It’s between two people and maybe a few hundred thousand will listen to that later on.

They are not respectful of the host. They treat the podcast as an advertisement platform for their product and books. I had these nightmare stories from other hosts that some people got on the podcast and they asked them, “Can you tell me something about this certain topic?” It’s like, “You can find it in my book.” “Can you tell me about that?” “You can find it in my book.” The host stopped the interview and told the guest, “I’m sorry. I can’t continue this conversation because this is not an ad platform for your product. You have to give something to the audience and share your knowledge. It’s not about buying your product and buying your book. You have to give value and be respectful.”

The other thing is that people don’t follow up. If you do organize podcast guesting for yourself, they don’t follow up on their emails or pitches because hosts are busy people. They may not have time to read the email you sent them with that pitch. Try to follow that email up a couple of times. We usually do it 2 or 3 times and then we stop. That’s a good example. I had a big podcast come back to me. I pitched a client in October 2022. I followed it up in February 2023 and they got back to me in June 2023. It happens.

That’s true because I have to say you have pitched me guests before. I know that at that time wasn’t a good time for me for whatever reason. I was in the middle of my event or something. I tried about it. If I get a pitch, and as soon as you look at it, I’m like, “I want that person,” those are easy to get back to you and say yes. If I’m looking at it and I’m thinking, “I’m not quite seeing it, but yet I know that I have shared with you what I’m looking for,” so you are pitching it based on that, then I’ll be like, “I want to look at the information that you sent me,” and then I don’t. I do have to tell you one of the things I do love about you is you follow up and say, “Can you tell me what you think? Is this a yes or no?”

I can even remember one time that even that didn’t do it. I remember one time you came back to me and said, “I don’t want to keep bothering you so tell me yes or no.” That was early on when I felt this was more about the podcast host since I have done this in the past myself. We are doing you a favor. You would rather us tell you no than not say anything. For me, in the beginning, when people would pitch me, I never wanted to hurt their feelings by saying no. Now I realize that if they are going to keep coming back to me, it’s the respectful and nice thing to do. You are not being mean, but, “For whatever reason, this person is not the right fit for my audience.”

I had to learn that because, in the beginning, I was like, “I don’t want to hurt their feelings,” and stuff like that. Now I realize that I do you a bigger service by telling you that rather than doing you a disservice by letting you keep coming back to me, and I already figured out it was a no. No can just be no.

I love noes because I don’t like people ghosting you. It’s like, “Please tell me if you want it or not.” Let’s be honest. If you don’t want it, that’s fine. Next one. I forgot to tell you one more thing about what not to do. They don’t promote the episodes of the shows they are on. That’s a problem. I try to tell our clients as well.

I always talk about this on podcast interviews. Please promote this interview because this is content that you created together with the host. It’s such an important piece of information and content that you can use in the future as many times as you want because you create evergreen content. It’s good for your SEO. It’s going to stay there forever in Google. Please take your time and promote those episodes because that’s so important. It’s a situation for everyone, you and the host, because content creation takes time. You get free content out of your podcast interview, so why not do that? It’s not rocket science.

I think that one of the things that could go back to one of the questions we talked about in the beginning. Sometimes people think that when the podcast comes out, we send you the information, like here’s the graphics. I know you know because you have sent me people. For my show, we give you a bunch of stuff. We don’t give you, “Here’s the one thing to put on Facebook.” We give them all the sizes.

We provide a lot of content to make it easy for people to promote it. One of the things that is interesting is, and you can tell who’s established and not by this, people think that when that episode comes out, it will get on Facebook one time, but then the next week, the podcast host has a different one so they think they shouldn’t ever promote it again. That’s not true. When I’m on a podcast and it’s new and fresh, I put it in whether you are doing it your way in a spreadsheet or you have an automated system. For every single podcast I have ever been on, once two weeks have gone by, about every 6 to 8 weeks, it comes back up and I promote it again.

It helps the host but also helps you because then people start saying, “Look at that. You are on this other one. You are also at this other one.” A mistake I see people make, to add to that, would be thinking that the only time you should promote it is the first week it comes out. Even help yourself, never mind the host.

That’s so true. I have clients and they promote it every two weeks, as you said. It’s a brilliant idea to use it. People think that you are on podcasts all the time. Maybe you have been on twenty podcasts, but you keep switching them up and put them on Facebook, Twitter, and Pinterest. I heard it’s a brilliant way.

I use Pinterest and share my interviews there with all these clips, audiograms, videograms, or whatever you got podcast or anything. You share it on different platforms at different times. It feels like you are building your brand and everybody will find you when they search your name. It’s like, “She is doing something right because she’s everywhere.” You can use a small amount of content for so many things. That’s powerful.

It’s another way to repurpose. Let’s dive into the juicy stuff. Here’s a question my audience wants to know. Why should they podcast guests? If they are not already doing it, they are thinking, “I know it’s a strategy, but so is blogging, this, and that.” Why should they be a podcast guest? I tell my clients, “It has the easiest barrier entry because it’s so easy to do.” Why do you think people should be a podcast guest? Why should this be a strategy that they put in their business?

It’s a new strategy. It’s a fairly new one. Not like Facebook Ads or anything because they have been running for years on Google Ads. This is a new medium that you can use and is an important one. There are advantages. One of the biggest is a great networking opportunity. People don’t think about it as a networking opportunity when they are on a podcast because they’re like, “Interview is done and dusted. I don’t have anything to do with the host. Next interview.”

The relationship starts at that point when you have that conversation with the host. You can use that as a brilliant networking opportunity for the future, not only with the audience or host, because you are the person that you connect with. That’s one. The other thing is that you reach a highly targeted audience when you are on a podcast. You talk to the people who might be your clients or potential buyers. The listeners are so important, especially when you are in your niche.

That’s why it’s important to find podcasts that are 100% in your niche. You build authority by being on podcast interviews. That’s important for your business. You are building your brand by appearing in interviews. As I said before, you are everywhere, and your brand popping up everywhere because you are doing these interviews. People will trust you because you tell your story, share your knowledge, and give advice and information to them, not just sell your product. They will trust you because you told your story to them and shared so much important information about certain topics.

When we’re talking about SEO, you are getting lead generation and traffic to your website, thanks to the show notes, because the show notes are a very important part when you are doing an interview. That’s why you have to focus on giving as much information as you can to the host, including your website and social links, so people will find you.

When people listen to interviews while they’re cooking, running, jogging, in the gym, or driving a car, they won’t have that information on hand. When they get home, there are the show notes and they can find everything about you. That’s also important. You’re building backlinks and visibility for your brand, business, and yourself. It’s amazing. I tried that before. I’m doing guesting for our business as well because proof is in the pudding, so I do it myself.

If you type your name in plus podcast interviews, you come up with page after page in Google. That’s pretty cool. People will find you. I got that back and we got clients from these interviews because they told us, “My VA listened to your interview. She got curious. She told me so I contacted you.” that was it. We got connected and worked together.

It has a lot of potential, especially in the future, because you pay a lot of money when you do Google Ads and Facebook Ads. Your ad will appear and then disappear, but the content you create for podcast guesting is going to stay there forever. That’s why it’s important to find your niche. Your message has to be super clear because you can’t change that afterwards. It’s going to stay there and it’s an evergreen content.

She dropped a value bomb that I don’t even think some of you may have caught. I’m going to recap that value bomb for you. This is what this show is all about so we always have to talk about marketing. She’s sharing a great podcast strategy. She shared something that is not only a podcast strategy but a marketing strategy.

If you didn’t get it, I hope you are writing it down because this is what I would call a writer downer value bomb, which is this. She got done telling you that how you are going to find those for yourself is to put your name plus podcast interviews and see how you come up on Google with all those because it’s good SEO. However, as a marketing strategy, because with my marketing hat on, you could look and say, “Who is your competition? Who do you see that’s on podcast hosts all the time?”

You could put their name plus podcast interviews and then see all the podcast interviews they are on. That may lead you to some good podcast interviews that, if they were the right fit for, you are probably the right fit for them too. That is a huge value bomb right there. Thank you for that nugget, Noemi, because that is a good one.

There is another thing I want to add to that from a marketing strategy. We are answering the question of why you should be a podcast guest from a marketing point of view. Another reason you would use those podcast interviews is that for every single podcast that I have ever been on, I have all the graphics. I keep them all on Google Drive. I also have a Google Sheet in there of the topic that I talked about and the link to the episode was.

Every single time I hear somebody or I see it on social or something, they are like, “I’m trying to find information about this. I’m struggling with that.” It is so easy to say, “I was a guest on such and such podcast,” so you tag them. Now you are promoting that host is going to think you are amazing for doing that. We talked about this on this show and then I put the link to that podcast in there. That helps that podcast host. It doesn’t make me hammering, “See how great I am. I’m throwing up all over you about how great a marketing person I am.”

At the same time, I’m helping the podcast host solve a problem they got done saying they have but I’m doing it by providing the value I do. Not only that, but people, a lot of times, will say to me, “How do you have those right there and be able to do that?” That works great as a marketing strategy. It also works as a marketing strategy for all those you have been on. That is a great way when you are talking to your email list and saying something like, “I was on this podcast.” A lot of times, like what you said, it’s a conversation. We may know what we are going to talk about. We are going to talk about podcast guesting. We didn’t script it out. It’s a conversation.

A lot of times, not until after the podcast is over that when I look at the transcript and we are doing show notes, I’m like, “I love that she said this. I love that this conversation came up in this.” When I see those, that’s when I’d love to be able to go back to my list and be able to say, “I had such and such and we had this conversation. This came up. We talked about this and here’s a good strategy that you could apply that.”

Now I’m giving value to my list and promoting you again. There are always lots of ways to do that. Every time you do it, if you tag the host, she’s going to think you are the greatest thing since sliced bread because everybody else is posting on Facebook and saying, “You were here. I was on this podcast and this is what I talked about.” It’s a good way to do it. There are a lot of marketing strategies too. To add there, “Why should you be a podcast guest?” Being a podcast guest also gives you a lot of marketing strategies in order to be able to give value without having to be salesy.

You are sharing your knowledge. You are not selling something or forcing something on someone’s throat. It is so natural because it’s a conversation and you shares stories. People love stories and stories sell.

There was this girl. I will give her a shout-out. Her name was Jen Liddy. If you haven’t read that episode, it is one of my favorites because she talks about something I had never heard anybody talk about. She talked about sideways stories. Whoever heard of that? I don’t even know what a sideways story was.

When you watch or listen to that episode, it is so good. She goes so deep. Anytime anybody ever says to me, “I’m struggling with storytelling. I got to get better at storytelling.” I’m like, “Tune in to this episode. This girl goes so deep and you will walk away with good stories.” I have probably watched it 5 or 6 times myself. It’s that good, but the point is, when you have people come on, we don’t promote you then for our show.

We are promoting you because we are serving our clients and social people. We are promoting our people and how we do that. We can’t always say, “I can do it. I can help you hire me.” We also add value by saying, “These are the people I know. These are the people that came on my show. These are the experts that I have. Look at what they can share with you.” I feel like those are all good reasons, too.

You talked a little bit about being on the right podcast. I have a whole strategy around how I do that, too, but this isn’t my show. It is my show but I’m not the guest. That’s why I wanted to bring you on because I feel like this is an important thing. I also feel like sometimes people are on podcasts. Sometimes, when I take on a client and they say, “I was on these podcasts,” I will look at them and I’m like, “Why were you on those podcasts?”

Let’s talk about what is the right podcast. What should you be thinking about? What should be the questions you ask yourself? What should they be looking for? You mentioned some of those analytics that you don’t have access to downloads, but the demographic. How many shows? Are they consistent? What are some of the things that they should be looking for? Before that, what’s the right podcast? Could you share it with people? This here is also going to be lots of value. I hope you guys are taking notes because these are going to be some writer downers. I’m sure.

It’s important to be super clear about who your ideal client is. You need to know the demographic, age, gender, and everything. It’s because you can find your niche and then you can find those podcasts that belong to your niche. People don’t realize that. It’s like, “I want to be on the podcast.” No, you don’t because it’s not good for your business and reputation either if you end up on a podcast that has nothing to do with your business.

Why do you want to be on a fitness podcast when you are a chef? Even that connects. I have this weird example. One of my clients is an eCommerce expert and she has a podcast. She told me, “All these ladies, they are doing yoga classes. They want to be on my show, but they have nothing to do with my business or my industry. They don’t bother to look at.”

Find your niche and be clear about your ideal client. Grab a pen and paper and try to find it out. Is it a male or a female? Is the age group 40 plus or 20 plus? What do they like to do? What are their hobbies? What do they listen to? It’s anything. You have to be clear about your clients first then you can figure out who your audience is. You can then figure out where they are. It’s like a line or these small steps that you have to follow to find those podcasts. It seems to be complicated but it is easy. Find your people and niche.

Podcast Guesting: Find your niche and be super clear about your ideal client.

I summed that up in one statement of criteria that I look for. When I am looking at podcasts to pitch for me, the question I ask myself is, “Does the host’s audience similar to my audience? If somebody would want to hire her, what’s a gap that she doesn’t serve? What is something she doesn’t serve that’s why she’s bringing people on her show?” I have this show. People say, “Do you have marketing people on there?” I’m like, “I do because I want somebody to give me a different perspective.” My audience wants to hear a different hack or what a conversation we could have that can help them. We are talking about podcasting but yet we are talking about marketing strategy.

I feel like when I look at somebody’s podcast, I look at who their audience is. Is their audience similar to my audience? If they are, I want to be talking to those people. I don’t want to talk to someone who may be a reiki healer or whatever. Not to say that reiki healers may not need marketing, but you do want to be thinking about that. I know people who are entrepreneurs and they love listening to true crime podcasts.

There are a lot of people who listen to a lot of things for a lot of reasons. There are some things When we are talking about marketing, media, money, and how it pertains to your business. What should they be looking at? Now that they have established like if they are going to them and looking at, what are the things that they should look at when they are going to a podcast?

We talked about certain things about the show like do they have reviews, ratings, and episode numbers. They are there. You can see them on iTunes. You see the show and check the reviews as well. For some of them, I would go for the ones that are seven or something and above. Sometimes, when you get these shows that’s three-point something in the ratings, that’s a bit strange and it gives you an idea of what’s going on. You can check the reviews and feedback. It’s important to listen to the interviews or a couple of episodes to have an idea.

That’s the most important thing because people tend to forget that, “Let’s get on that show. I don’t know what the style of the host is. I don’t know what she’s doing there but whatever. Get on the show.” No. You have to listen to at least two episodes. If you are fairly new to that show and have never heard of that podcast before, try to find two episodes that are for you. Try to listen to them and have an idea. Feel the vibe of the host, what questions they ask, and how they ask them. There’s always a system around every single episode, and every podcast host has a different style and vibe. Try to focus on that, too. It’s important.

I know other podcast hosts that theirs is very structured. They ask the same questions. That would be easy. Go find that out, but then there are other things. I’m so thankful that my show has a 5 out of 5, but I do look at that, too. The other thing that I look at as well is what their rating is. Are they explicit or not? I don’t let people come on my show and start dropping the F-bomb. That’s not happening. It’s important to know that. Is it that type of show? If that’s not you and your people wouldn’t like that, maybe you don’t want to be on that type of show.

A lot of times, it is the vibe. Some people are conversational. I always ask, “Have you been on any other ones?” That’s one of the things I always do before I ever let anybody on mine. It’s not only that but I go listen to how they showed up on somebody else’s and what are the things. I also do it because sometimes, they will give you questions. I don’t want to have a show where I ask the same questions that they got asked on another podcast. It’s also because you do find out. As a podcast host, I don’t want to drag answers out of them. It’s a conversation.

That goes with being a host and guest. I feel like this show is about podcast guesting. We could do a whole other show on podcast hosting and what it is from the other side of the mic. How would you say people should build a relationship with the host? I think that is important. I will share one of the strategies that I do as a podcast guest. A good podcast host knows that she shouldn’t be selling herself. It’s her show, but she brought a guest on. I have been on other people’s shows and this one girl, I was on her show, every single answer I said, she will say, “That’s what I do with my clients.”

I was like, “Why’ did you even have me on this show?” It’s weird that she did that. I know that when I’m a guest and if a podcast host is a good podcast host, she’s not sharing about her unless it adds to the conversation or gives value. She’s not talking about her or her services. One of the things I always do is do my homework on the guest. Somewhere in that conversation, when it feels like it makes sense, I always will plug the host. Somehow, some way, I will, in the conversation, say something like, “I so love that blog you wrote about. I saw this.” I always try to be a good guest.

Since they aren’t going to plug themselves, I always do it. They always tell me at the end, “That was so nice of you to do that.” One of the ways that I have built a relationship with the host is they realize that I appreciate coming on their show. Since I do appreciate it, whenever I have the chance in that interview, I am going to say something about you as well. I do my homework about you so that I can say that too. That’s one of the things that I do, but what would you say are some of the ways that people could build a relationship with a host?

I heard this quote, “People love compliments and you can leave off on a nice compliment for two months.” Start with compliments. When you reach out to the host, tell them what you liked about their show. What episode do you like? Why do you like that episode because people love compliments? We don’t give each other enough compliments in life.

Podcast Guesting: People love compliments, and we don't give each other enough compliments in life.

When you compliment someone, they are going to be surprised and sometimes shocked. It’s like, “That’s so nice of you that you gave me this compliment. You liked my episode and you explained why you liked it. You took the time, effort, and energy to tell me what you liked about it.” That’s a good conversation starter with a host. When you give someone a compliment, they are not going to tell you, “Go away. I don’t want to talk to you.” They want to talk to you because they are impressed by what you did. That was from the beginning. I do that many times on LinkedIn. I send them a message and tell them what I liked about their show and episodes. They love it and we start a conversation.

From that conversation, you can be a guest because hosts are human, too. They love compliments and talking to people. You start that and be courageous. Go out there. Tell them what you liked and people will respond to that. That’s brilliant because you are not just getting on podcasts but building relationships with other humans, especially nowadays after this post-COVID era where we are so far away from everyone and still not so well connected. Try to do that more often.

I share this story about the best pitch I ever got. This is the best pitch. Hands down and I use it as an example all the time. It blew me away. I had this person reach out to me on social. They posted a post. I will even plug her because I’m going to tell her about this. She will love hearing about it. Her name is Nancy Juetten.

She did this thing where she said, “Patty, I love your show and I tuned in to this episode. Here’s why I liked it. I liked it so much that I left you a review,” but here’s the thing. We all know that when somebody leaves you a review, sometimes it takes 24 to 48 hours before it shows up. It’s not like when somebody says that, you can go look and read the review. What she did was screenshot the review and then put it as the picture with the post of the review she left me. She ended it with, “I would make a great guest. Are you open to chat about it?” After she did that, I was like, “Of course she’s going to be on my show.”

I had never had anybody do that. I thought it was the most brilliant pitch I had ever heard because now, not only did you tell someone, but that showed up in my feed so everybody else got to see it too. I was like, “Best pitch ever. Hands down in my opinion.” You showed not what I said, but look what I did and I can back it up. I thought that was brilliant. Don’t you think that’s the best pitch you have ever heard?

I love that. We do the same with podcast hosts but I never tried to screenshot the review. Did she do it on your LinkedIn?

It was on Facebook. She stuck it on my Facebook feed. Everybody saw that review. I got all these people on there saying, “That’s great.” It then gave me the opportunity to tag the episode that she did so the person whose episode was also got promoted it. Her name is Nancy Juetten. It’s one of my favorite episodes. We talk about that in the episode. I shared that and her podcast episode is so good. You should go read that. The episode was on the show. That was a good one, but I have to tell you, and part of the reason I’m sharing that with you.

For my audience, you get to see how I work when I connect. In a conversation, she said to me, “Do you know anybody that you can introduce me to who does book podcasts? I’m like, “Yeah.” This is my on-the-air introduction to hook you guys up and it’s overall an introduction for you. It got to happen on the show. People will be able to listen to your podcast and that podcast. I think magic is going to happen when you two meet, which leads me to the next question. How do you stand out with your podcast pitch? I shared that story which was a standout five-star pitch to me. What are some ways that you think people can stand out with a podcast pitch?

It’s the way that you talked about it. You tell the compliments and the episode you like. You leave a review on iTunes. I didn’t do that part that you do a screenshot but that’s a great idea. What we do is leave a review and tell the host that you left the review and everybody likes that. The host lives off reviews, ratings, and everything so it’s important to them. When you do your pitch, try to keep your pitch sweet, simple, and short. Don’t do four pages or something like that because hosts don’t have time for that. If you have one sheet or one pager, that’s an idea too. That’s compact information about everything about the guests. You have to know about contact details, topics, bio, and a nice professional headshot because that helps too.

We are visual people. If we like someone, we are more likely to invite them to the show. You have the one-pager, your bio, and topics or very important talking points ready. You know what you are going to talk about in a specific show and not end up having no clue what you want to cover during a conversation. Those are important information and you should include it in your pitch as well. Either you put it in an email or add your one sheet, that will also help. Don’t forget to include at least one show that you were on. You can show the host what kind of guest you are and they can listen to it. They can check you out. I know you do it too, Patty. It’s important for the host to have a clear idea about who you are because you don’t know each other. That will help the host, too.

One of the things that’s funny for my clients. One of the things I started doing is when I would interview them on the show, I would say, “This is what I want for every guest. This is my hope for every guest that comes on my show. My hope is that they will walk away from my show where I serve them. I allowed them to show their value. My audience sees the connection and they are sharing their expertise versus selling.” I will do such a good job at it. It is my goal that whenever they have somebody say to them, “What’s another podcast you were on?” they will choose mine to use as the example because I did such a good job taking care of them and promoting them to my audience.

Somebody says, “Have you been on other ones?” If you are somebody like me who’s been on hundreds of them, what is going to make me put yours in that thing? I want it always to be me. People say, “I always share the one I did that I was on yours.” I want them to know that I served them and they can see that they shared value with my audience. I feel like if people would approach it and say, “If I want to be a podcast guest, I want to show up every single time so that somebody would say, ‘What is one that you could share? I would want to use this one.’” This would showcase the podcast guest I am to get me booked on more shows. If they approached every show with that, I think that they would rise by doing that.

There’s a whole strategy behind picking that interview because you want to show your best. It’s like, “I was good at that show. The host had great questions.” You are going to find that one because not every podcast interview is the same. There are good hosts, a better hosts, and less. You pick the one that you like and gives real value to people. I love that you mentioned that because there’s an art to pick the podcast that you include in your pitch.

It is important. I have had many people say, “You are a great interviewer.” It’s because I have my career. I do this to serve my audience. That is the reason why I do it. It is to serve my audience. Not everybody is my client. Not everybody can hire me, but I want to make sure I serve them, whether it’s with my show or my magazine. For that, I want my guests to shine and share their value.

That’s why I spent a lot of time preparing for that show. I look at all the things. I look at the website. I don’t show up and say, “Let me ask you some questions and I hope it’s good.” I’m not saying other people do it, but I’m careful about that. I love it. I want to ask what would you say about follow-up. I think that follow-up is so important. Fortunes in the follow-up have been said for a long time, but how and when to follow up?

The most important thing is to send a thank you note to the host. After the interview or the next day, it’s like, “Thank you. I had the pleasure of being on your show and I enjoyed it.” You mentioned not following up but following up on your pitches. That was another thing I mentioned because once you are on a podcast, please say thank you to the host. That’s a nice gesture but a great way to build your relationship with the host. I was talking about something else, but you said follow up on the pitches. You can’t miss that. That’s so important because your first email may end up in the spam folder or anywhere.

Podcast Guesting: Once you are in a podcast, just say ‘thank you’ to the host. That is a great way to build your relationship with them.

People have hundreds of emails in their folders so they might miss it. It’s not against you. It’s not that they don’t like you, but they miss your email. That’s why it’s important to follow it up once, twice, and three times. Try to do it a couple of days apart because you will not get on the nerves. Try to make a system. If you use a normal Excel sheet, you put in the time and date when you contact them first, second time, and third time. It’s important to follow it up, but you have to have a system in place so you know who you followed up and you don’t bother them with your emails all the time.

That’s great and following up is good. I know that some of the people that I have had on my show have sent me cards or digital. Sometimes they write to me and say, “Can I have your address?” They want to send you a card or whatever. People come on my show and have a book. They talk about their book and one of the things that I love is they send me the book. I can’t even tell you. My husband is like, “You got another book.” I will go out there and I didn’t even know it was coming. They will send me their book. Sometimes, they send me their book even before they are going to be on my show.

I have to tell you that is a nice thing. If I have their book, a lot of times I will take a picture with their book and when I’m promoting their episode, I will like to use that in their marketing, their effort, or whatever. If they send me the image of their book, we will use that to do it too. We are marketing your episode. Give us as much stuff as we can so we can market you more. That makes a lot of sense, and I do think that it is great to follow up to let people know that you appreciate them.

Everything is reciprocity. The more you do, the more they are going to do, and that’s how it works. This has been a phenomenal show. It’s so funny because it’s a marketing, media, and money show. I ask this to every one of my guests. If you had to narrow down to one marketing media or money strategy, what would that strategy be?

The most important is when it comes to podcast guesting, which can help to market your business in several ways that are different from posting on social media. It’s so unique and new. You have to use it in the future because it is the future and it will stay here. Podcast guesting started booming during COVID. It’s still booming and going forward. Try to use it wisely and build your credibility and authority by using it. Stick to it. Be consistent and persistent by doing it, and you will reach your goals.

Audience, I have to tell you that Noemi has been very generous in her knowledge. She has dropped some good value bombs for us. I hope you got lots of notes. I’m going to go back to this again. She shared a lot of good information and strategies. I know you are going to want to connect with her. I’m going to tell you that we are going to give you all the information. What I hope you will take away from this is you can do all these things yourself. You could probably hire a VA or have your VA do it for you or hire somebody and let them do it. She has shown how much she knows here.

I encourage you to connect with Noemi. Find out a little bit more information. She might be the right person for you. Maybe she knows somebody. Perhaps you can see that that’s the next podcast you want to be on or you have got some great tips here that are going to make the podcast that you are on. Maybe you are a host and will take some of these. I always like to say implement something. Take a little something. Feel free to share. I would love to know what your biggest takeaway was. My inbox is always open. In the meantime, most importantly, I feel like you should connect with her. Noemi, what is the best way for people to connect with you?

Please visit my website, which is PodcastConnections.co. You will find all the information about me on my social links so you can check it out and get in touch with me.

I’m sure everyone will want to go back to this over and over again. I appreciate you so much. Thank you so much for being here. I’m so glad to have you on the show. I appreciate you sharing your brilliance so generously.

Thank you so much for having me and I enjoyed our conversation. It was an honor. I’m grateful.

Thank you so much to my audience. Thank you for joining us on this episode. If you enjoyed this episode, and I’m sure you did, please subscribe and review the show on your favorite platform. In the meantime, have a great week. We will see you next time.