Recently, I asked a group of podcasters who had been podcasting for a few years now, and asked them generally, “What makes a great podcast guest?”
We compiled an awesome list of how to be a good podcast guest.
On today’s Brand Watch, we will be focusing on growing your personal brand.
“How do you get on more podcasts to help build your personal brand?”
A couple of things that we’ll start with is these have been surveyed from a lot of different podcast hosts, including myself, what’s worked, what’s not worked.
It might sound silly, it might seem generic, but in reality, you’d be surprised about how poorly a lot of people approach these things or do their best to automate it as much as possible and don’t show a lot of interest on their own, or on a personal level.
Podcasting isn’t like traditional PR, getting on someone’s podcast. You’re trying to get with someone who has a micro audience and isn’t a professional media person. They don’t have media training. They don’t have the same media agenda as a lot of publications do, so you have to approach it a lot differently, and doing so, number one, starting with value that you are bringing to the equation.
This seems simple and straightforward, but I’ll be honest, I’ve literally had more than one person send me a message on Instagram, DMs, or an email, saying nothing other than:
“Hey, bro. You should have me on your podcast,” and then that’s it.
The thing with that is it doesn’t really give you a lot of room to even respond.
How would you respond to something like that without really trying to, I don’t know, waste anyone’s time really, and if you’re busy and you’re producing a lot of stuff, and this podcast alone is an hour of my week that isn’t a full-time gig for me, it’s something I’m doing in addition to everything else, so you have to make it as easy as possible to communicate and work with people. For example, coming from a position of, “Here is why you should have me on your show.”
What is your value add? What do you bring into the equation? What is the reasoning I should have you on? Too many people come from a position of saying, “I want to be promoted, so have me on your show so I can get more promotions.”
That doesn’t help a podcaster, whether that person has five listeners or 500, or 5,000. Why would they want to have you on their show?
It really comes down to just that. How easy are you making it for them to see the value as quickly as possible? That one’s often overlooked.
Number two is research.
Actually listen to the shows that you want to be on, so when you are approaching the host or you are reaching out to them, adding a little bit more to the equation, saying, “I really liked this episode where you talked to so and so. I feel like I could provide some value here,” or, “I know that your listeners are very interested in these types of concepts. Here’s something I’ve been working on, and I’d love to give them value by providing this insight,” or, “I had a counterpoint to a previous guest that you had. Would you be interested in having this conversation.”
This shows that you’ve put in at least some effort and you’re actually saying, “Here’s what this show would look like if you had me on.”
You’re doing some of the work ahead of time.
Number three, and this was a good one, this was brought up by a lot of other people, but everyone seemed to agree on it, was really easy to communicate, responds quickly, flexible scheduling, and showed excitement.
This starts with the first point of contact and then throughout all communication. Respond quickly and be easy to schedule with.
You’re adjusting to them, and if you want to be on other people’s shows, you want to make it as easy as possible for them to be able to book you and refer you to others as well.
Moving on to number four was talking about how to be an awesome guest on every podcast that you do go on.
If you want to get invited on more podcasts then be an awesome guest on every podcast in which you are invited.
This is huge. That kind of leads into its own subcategory, and this is what my Instagram post was originally about, “How to Be an Awesome Podcast Guest” because the thing is, podcast hosts talk to other podcast hosts. I am part of a few podcast communities, including Podcast Certified which just launched our own mastermind group.
A lot of these podcast hosts talk to each other daily, work with each other, refer to each other, and if you’re an awesome guest, you can move up this hierarchy ladder pretty quickly because people say, “Hey, this person was amazing. You should have them on.”
They are likely to refer you, and if you’re not good, and by good it has nothing to do with the content, it’s really about how easy or how difficult you are to work with. This includes things like:
- Didn’t respond quickly,
- Never promoted the show.
- Speaks out of turn
- Had their own agenda
Additionally, because podcasters communicate often communicate with eachother it’s really easy to kind of get blackballed from a lot of podcast shows or potential shows because the one podcast you did go on, you didn’t take seriously because it didn’t have a huge audience, and you treated it like a jumping off point to talk about your own talking points and not treat the show in its own way.
This works against you in a lot of different ways.
One of them is if you’re only planning to go on to shows to talk about the same things every time, there’s no reason for a new show to have you on because you’ve already had those conversations. They exist. If people want to know that, it already exists out there.
Then, two things on the technical level that I do want to touch on before we move on.
For those of you that are doing guest interviews via Zoom calls or via phone calls, however you want to do it, having a minimum level of knowledge of how to capture quality audio that isn’t just talking into your phone or talking into your computer. You don’t need to spend a lot of money, but having a familiarity of having an external microphone that plugs into your laptop for those Zoom calls makes the audio so much better, and then also developing mic techniques.
Mic techniques is actually something we have a whole lesson on in Podcast Certified, (plug!), but really, it’s just knowing about how to be consistently holding the same distance between your mic, which direction to talk into the mic, making sure you’re not doing things where I’m turning this way, my voice travels that like to another direction.
Maintaining a consistent distance between the microphone in the same direction makes the editing process so much better.
For a lot of these podcasters who are editing their own shows, that’s really huge, and they know those things, and it can really take you out of it when you’re in a podcast interview with someone, and you’re constantly telling them, “Please talk into the mic, please talk into the mic,” it makes the editing process terrible, and it also takes you out of the interview flow.
Being an awesome guest on all of the podcasts that you go on is really the hack to get on more podcasts, because that’s what people are going to look at, that’s people are going to see, and those podcast hosts are going to be the best referral source to go on additional podcasts.