No matter how dignified we are, holding our just-published book in our hands for the first time makes us squeal with glee, and rightly so.
We’ve heard that the fastest way to “get the word out” is via interviews, so we visit social media groups and share our availability. Here’s where our momentum often stops cold.
Our approach is, shall we say…lacking? Isn’t it enough to reveal that we’re ready to be interviewed? Uh, no.
Recently I read a Facebook post by Max, “My book is hot off the presses! I’m ready to be interviewed. My topic is XYZ. I look forward to hearing from you.” That was his entire ‘pitch.’
Experienced podcasters won’t reach out to Max, and he’ll never know why.
Though he didn’t realize it, Max practiced passive marketing…an announcement to the world at large that he was available for interviews, expecting that same world to run to his door, eager to help him reach his goals. This is an easy trap to fall into for anyone.
The world isn’t trying to help us reach our goals. They’re busy trying to reach their own goals. They’re on the lookout for guests who will help them.
It helps to remember that hosts who interview us give us a GIFT…access to their audience. They’ve built that audience by serving them well, developing deep relationships and thus earning their listeners’ trust. Wise hosts do not take that trust lightly.
We must help potential podcast hosts see how we can help them serve their audience.
3 Steps to Significantly Increase Your Pitch’s Odds
Make a list of 10-20 podcasts: Research podcasts that serve the same / similar audience as yours OR who discuss the same / similar topic as yours. Do they host guests? Who have they recently interviewed? How might you be able to add to that discussion by offering a deeper perspective, an opposing view, or different (yet still helpful) information?
Analyze the podcast: Listen to 3-8 full episodes. More if necessary. Is the host well-prepared, or do they work best off-the-cuff? Is their program live or recorded (and which fits your communication style best)? Does the audience participate, and if so, is the feedback live?
How long is the program, and do guests stay on the entire time, or only for a segment? You want to be knowledgeable about the program, who’s in their audience, and the host’s goals for the program.
Write your pitch: Keep it short and on point. If you’re pitching via email, be clear. Podcast Guest Pitch is a wise title. Bonus points for adding a short value phrase or keywords.
Don’t be vague. Tie your message into the program’s main topic. What can you add to the conversation, and how will your contribution benefit the audience? You’re there to help the podcast host serve his or her audience. How can you do that, specifically?
Add your website link. If you’ve been interviewed before, add those links (within reason). This helps the podcaster know what to expect if they invite you.
Above All, Keep Pitching!
Repeat the steps above often. As potential hosts respond (not all will), make a note of their questions or comments.
Questions can mean you’ve left out information they want before deciding, or they’re intrigued and want to confirm you’ll be a good fit. Respond professionally, don’t over-promise, and if you’re not sure about something, simply say so.
If their answer is “no,” decide whether to keep them on your list. Today’s “no” might mean “never,” but it could also be tomorrow’s “yes.” BIG difference.
And if you sense you’re a natural fit but the host doesn’t see it yet, follow up without harassing them. They may have a bad day when you originally contacted them.
Podcasters are human, too, or so I’m told. 🙂
Patricia Durgin is an Online Marketing Coach and Facebook Live Expert. She trains Christian writers and speakers exclusively, helping them develop their messaging, marketing funnels, conversational emails, and Facebook Live programs. Patricia hosted 505 (60-minute) Facebook Live programs from 2018-2020. That program is on indefinite hiatus. She’s also a regular faculty member at Christian writers and speakers conferences around the country.
Website: marketersonamission.com
Facebook: MarketersOnAMission
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