As an author dedicated to spreading your message, you’re likely aware that traditional media coverage has become less impactful and increasingly difficult to secure due to the constant noise of a 24-hour breaking news cycle. In response to this challenge, smart authors are now pursuing opportunities with podcasts to increase their visibility, connect with new audiences, and build an archive of third party content for themselves and their books that is discoverable, shareable, and serves as proof of their expertise.

According to Podcast Insights, there are over 750,000 podcasts in the landscape, with a total of over 30 million episodes as of June 2019. With over 125 million active listeners in 2017, podcasts present a unique opportunity for authors and thought leaders to gain exposure with highly engaged and targeted audiences.

While many podcasts are hungry for guests, securing a spot on a podcast episode is just the first step toward taking full advantage of the opportunity. It's critical that you make the most of your appearances, and the following checklist of best practices will ensure that your appearance on a podcast will be a mutually beneficial and enjoyable experience - and help you build momentum for your book.

Before the recording

• Be prepared physically. Hydrate and have some water handy during the recording, and use the restroom before you start.
• Respect the high quality of audio that the host is trying to provide to their listeners by conducting the interview in a quiet space without distractions and/or background noise or room reverberation.
• Write down your host’s name (and make sure you know how to pronounce it properly)!
• Send any notes (photos, bio, etc.) requested by the host
• Listen to several episodes of the podcast – be prepared for special segments, common questions, and the flavor of the conversation
• Write down the name of a former guest on this podcast who shared a good tidbit that plays into your message (someone who might exemplify similar principles), and look for an opportunity to mention that clip during your interview. This will reinforce the perception that you’re a regular listener and strengthen your connection with dedicated listeners.
• Use a quality USB mic or headphones to eliminate audio feedback / interference

Etiquette

• Thank the host by name
• Treat it like a conversation over coffee – be open, honest, and personable
• Give thoughtful but brief answers to host questions and allow give and take
• Don’t talk for too long at a time; toss it back to the host after 2-3 minutes of talking
• Know the host, the podcast’s audience, and seek to serve the audience, not sell.
• Address listeners directly during the interview. “if you’re struggling with…”

Messaging

• Identify two or three concepts that you want to focus on during the interview, based on what will help the podcast's audience the most, or on the discussion you've had with the host or booker from the podcast
• Jot down those key concepts to reference during the interview in case you get off track
• Reference a recent blog post or interaction on social media to illustrate that you are regularly engaging with your audience
• Tell stories that will make you more relatable; just because you’re an expert doesn’t mean you haven’t learned some lessons the hard way
• Remember to close by letting listeners know how they can get your book: "___(Book title)___ is available wherever books are sold.”
• Offer listeners a value-add bonus; you can deliver this through a dedicated URL for listeners to visit to download a free excerpt or resource

Post-Recording

• Send a thank you note to the host; this is standard best-practice for new influential connections, but further serves to solidify your new connection and increase your chances of appearing on future episodes
• PROMOTE the podcast! There are a variety of specific best-practices in this area:
  • Share a link once the episode is live on your social media platforms, including relevant keyword tags and hashtags
  • Re-share those promotional posts (e.g. 2x in the following week: one ICYMI the next day, and one the following weekend when people may be catching up on things).
  • Consider writing a blog post about what you learned from the conversation with the host, including a link to the episode embedded to maximize SEO value
  • Include a link to the episode in a list of highlights in your next newsletter to ensure your followers don’t miss your appearance
  • Monitor the social media activity and respond to comments and questions in the days following the publication of the episode
  • Follow-back new followers to solidify those new connections
  • Send the link to your episode to your publisher to ensure that they can promote your appearance

By following these guidelines, you give yourself a great chance of creating a valuable piece of content - for yourself and the host of the podcast - and building further momentum for yourself and your book. Good luck and let us know when your episode airs!

If you're interested in being a guest on a podcast but aren't sure where to start, Greenleaf can help. Just email marketing@greenleafbookgroup.