Why you should be going on podcasts
Being the next guest of your favorite podcast may feel like an unattainable dream, but podcasts are the best vehicle for founder thought leadership today and you should be actively pitching yourself.
I was chatting with a friend last week about our favorite podcast of the moment. This isn’t easy to narrow down because I listen to a lot of them. Business pods, politics, wellness/self-help, reality TV recaps, and of course, true crime. I, like many, have been hooked on pods since the early days of Serial. Listening to podcasts is a part of my daily routine. (In case you are interested, my current favorite podcast is The WSJ’s Camp Swamp Road).
Podcasts have also become a huge part of my work with startup founders as they have quickly become the best place for thought leadership PR. Podcasts offer something alternative to traditional media: time, context, and opportunity. Where traditional media outlets continue to lay off writers and shutter newsrooms entirely, the opportunity for casual, evergreen coverage unconnected to a news moment in those outlets is slim. By contrast, the podcast industry is booming - with new pods from credible hosts popping up regularly, seeking smart, thoughtful guests to speak to their audiences.
With over 100 million Americans listening to podcasts monthly, you have a built-in audience to share your perspectives on the market you are building in, talk about your founder journey + and the company you've built, and also sharpen your storytelling skills.
Identifying your ideal podcasts
Before you pitch yourself as a guest on The Joe Rogan Show - consider the following questions:
What do I have the expertise/authority/ability to speak to in a way that’s different from what others say and is authentic to me and my work?
What broader, macro market topics do I want to be associated with as an expert?
What type of podcasts would benefit from having me on as a guest? Is it about the specific industry you work in? Is it about startups and business? Is it about leadership? This will help you narrow down your search.
Once you have a sense of the type of podcasts that would be a good match for you - you can narrow down your search terms in Apple Podcasts or Spotify search. Once you have an initial list of podcasts that could be right for you, consider the following vetting questions:
Is the podcast still in production? (many are seasonal or have ended production completely)
Who is the host? Are they credible? Does their brand align with me and my values?
What kinds of guests have they had on previously?
Do I have enough experience speaking/storytelling to do well in this podcast’s setting?
Do episodes get engagement/shares on social media after airing?
Is there a video component filmed in a studio? Is that something you are willing to participate in if asked?
What goes in your pitch
When writing your pitch, it’s important to highlight the following things that will be most enticing to the host:
What is your cool factor? This can include previous roles/work places, personal tidbits, odd connections, etc. These hosts are pitched potential guests all day long. How will you stand out?
What can you talk about? Outside of your company - what particular topics relevant to this audience do you have experience and expertise in that will benefit the listeners? This can also include new data or anecdotal takeaways from your users or customers.
Examples of you and your voice. Link to your LinkedIn page and any previous podcast or speaking appearances you’ve had that help shine a light on why you would be an awesome guest.
Preparing for a recording
Once you’ve locked in a podcast recording. It’s important to prepare. This isn’t something you want to wing and see what happens. For the most part, podcast recordings are on the record and minimally edited, which means if you don’t like what you said or how you answered a question - too bad. My tips for preparing include:
Logistics: Make sure you have a professional visual background, working headphones, and that you are in a quiet area without background noise with strong internet connection. If your podcast has a video element, make sure you are dressed appropriately too.
Add context and examples to your responses. To make sure the interview comes across as dynamic and compelling, make sure you are adding context to your responses and storytelling where you can. Ahead of time, think through some analogies, industry stats, or customer references you can bring up in the conversation.
Expect questions about competitors and the larger market. And know how you are going to respond without giving competitors airtime, and also not completely dismissing that they exist.
Know how to describe what you do. Have a very clear and succinct way of describing what you do. This should be 1-2 sentences that someone outside of your industry could understand. It may sound obvious, but there are countless examples of interviewees going off on 10 minute tangents, all stemming from the reporter’s first question: “Tell me about your company.” If you need guidance here, check out this template.
Have a clear understanding of the host’s past episodes and their audience. Make a point to listen to several of the most recent podcast episodes so you can gauge the vibe and style. Check out what the host is posting and engaging with on X and LinkedIn. From there, you will have a good foundation for knowing what they are going to be most interested in, and what you can bring to the table that will be unique, interesting, and engaging for their listeners.
My challenge to you:
Make a list of 10 podcasts in your space
Vet them according to my guidance above
Craft personalized pitches to each
Send them out and see what happens
If you don’t get immediate feedback, don’t worry. That’s normal. This is all in the name of practice.