Would you like to find new readers? How about a pool of 116 million people in the United States alone? If that’s not enough incentive, how about a worldwide pool of 383 million people?
How do you reach these wondrous potential readers? Through their ears. They’re podcast listeners!
You don’t even have to start your own podcast. You can reach new readers by being a guest on other podcasts. Here’s a secret not many people know: Any podcast that allows guests is often looking for great guests. You can be one of those guests!
IDENTIFY SUITABLE POSSIBILITIES
Start by searching for podcasts that cover topics related to your books. There are many podcast directories and search mechanisms out there: Apple Podcasts, Google Podcasts, and Spotify, to name a few.
Do you write cookbooks? Check out foodie podcasts. Did you write a memoir about overcoming domestic abuse? Check out podcasts covering marriage, relationships, family, boundary-setting, etc. Do you write novels? Check out podcasts that cover your genre in fiction, or podcasts that focus on the same themes you write about. The possibilities are nearly endless.
RESEARCH YOUR TARGET PODCASTS
Once you have a list of potential podcasts, you may be tempted to shoot them all an email asking to be a guest. I cannot stress this enough: That. Will. Not. Work.
First find out whether each podcast host conducts interviews on the show and whether the host is open to queries for guests. You can often find this information by searching the podcast’s website. Scroll through the titles and show notes of the episodes. If you find no sign of guest interviews, scratch that podcast from your list. No matter how wonderful you are, hosts are not going to suddenly decide to interview you. That’s not what their audience wants from them.
If you see that the podcast does have guest interviews, then search the website for some type of information page giving guidelines for queries. Read those guidelines. Thoroughly. They are not simply suggestions. If for whatever reason you don’t meet the criteria for the type of guest they’re looking for, scratch that podcast from your list. Querying them is a waste of time.
If you do meet their criteria, your next objective is to listen to the show—several episodes at least. Better yet, become a regular listener. You want to understand what the show’s vibe is, who the audience is, and what’s important to the host. Ask yourself, “Why does this show exist?” and “How can I serve their listeners?” and “What do I get out of this podcast?” When you can answer those questions, you’re ready for the next step.
WRITE A QUERY
Reach out to the podcast host in whatever way is recommended on the guidelines page—often via email or by filling out a contact form. A good query should quickly and concisely give the host all the information he or she needs to make a decision about your pitch.
Make it clear you listen to the show and understand what it’s about. You can start with a phrase stating who you are, then briefly explain how the show impacts you. Be specific and avoid vague flattery. Trust me, it’s easy to spot—and delete—a pitch from someone who’s never listened to the show.
Make it clear you understand who the audience is and what they want. Just as books have a specific target audience, so do podcasts. The podcast host wants guests who demonstrate awareness of the show’s listeners and their needs. For example, the show I cohost is for writers. People who pitch me something a writer wouldn’t care deeply about are wasting their time.
Explain exactly how you can meet the needs of the show’s listeners. This sounds obvious, but you’d be surprised how many pitches focus on the resume of the guest without stating how said guest proposes to serve the show’s audience. Don’t do that. Hosts don’t want to know that you’ve delighted millions of readers. They want to know how you’ll be answering a question their audience is asking, or solving a problem their audience is looking to solve. If you have a free resource applicable to the audience’s needs—such as a free book, short story, quiz, or tip sheet—mention that as well.
Wrap up with a statement of your experience and a call to action. If you’ve appeared on other podcasts, or have been interviewed in other forms of media, be sure to include that as you end your pitch. It’s always a plus when a host knows you’ve proven capable of answering questions in front of a microphone. And don’t be afraid to tell the host that you look forward to hearing back from him or her. You want that host to know you care about participating in the podcast’s mission.
FINAL DOS AND DON’TS
Do sound as professional as possible. Since many podcast interviews are conducted online, make sure your Internet connection is reliable and fast. Plan ahead of time where you’ll sit during the interview. It should be a quiet location where you won’t be interrupted. Wear headphones to help eliminate echo and use a decent microphone. You can buy a headset mic with surprisingly good sound (such as the Sennheiser PC 7 or PC 8) for as little as $30-$40.
Don’t worry about your nerves. If you feel a little nervous before or during an interview, I promise that’s normal! Even podcast hosts can get butterflies. Focus on simply having a conversation with the host—a conversation in which you have something helpful to offer. The more you focus on helping others, the less you’ll worry about yourself.
Don’t pitch your book to the host unless the purpose of the podcast is to talk about books or resources available for listeners. If you’ve written a book about, say, productivity and you’re querying a productivity podcast open to interviews, then it’s fine to pitch an interview that would discuss tips from your book. But again, focus on how your tips will serve the show’s audience. Your first goal isn’t actually to sell your book to the host or audience, but rather to introduce yourself to new people by giving them something they want. If they like what you have to say, believe me, they’ll want to find you and your books.
Do make sure you have a clear and concise answer to the best question ever: Where can listeners find you and your books online? Hint: A great one-stop answer is your website, which should have links to your books, your newsletter signup, resources, and so on. Spell out your website if you have a tricky name so all your new potential readers can easily find you.
Do persevere. You won’t write perfect queries your first time out. Rejections will come, but you only need one yes to start your podcasting journey. I hope to hear you on the air!
ABOUT THE AUTHOR OF THIS POST
Erin Taylor Young is an author, editor, and speaker who’s taught workshops about writing and publishing at conferences across the country. She also produces and co-hosts the Write from the Deep podcast. She’s been a co-founder and co-managing editor of a small, successful independent publishing company, and she’s an award-winning humor writer whose books have been repeatedly accused of making readers laugh until they cry.
Visit Erin’s Write from the Deep podcast. Find her writing at Erin Taylor Young.