Launching a Podcast: How to Get Guests
As a marketer who has produced podcasts for brands and independent creators, I know the rules of the trade when it comes to what creates overall success.
When you’re launching, you want to have a great trailer that explains the gist of your show, plus a bank of episodes (ideally, 4 to 6).
Having these episodes recorded, edited, locked and loaded allows you the luxury of avoiding the weekly freakout that goes a little like “OMG what am I going to talk about this week?”
No worries. You’ve got it banked.
In theory, this just makes sense.
And practically, if you’re a brand or individual with some name recognition, it’s totally achievable to get people signing on to recording with you (if you go the guest format), to be on a show that doesn’t even exist yet.
But, what about the rest of us?
How to Get Podcast Guests When Your Show is Pre-launch
I found myself facing this ‘chicken vs. the egg,’ scenario in which, in order to pitch interesting people who I had never met on the prospect of having a recorded conversation… I had to have a show out there that they could see and listen to.
They needed proof that I was legit and not just some psychopath or bot looking to harvest their vocal sample (cue Ursula and her shell, little mermaid style)....
I found myself facing this ‘chicken vs. the egg,’ scenario in which, in order to pitch interesting people who I had never met on the prospect of having a recorded conversation… I had to have a show out there that they could see and listen to.
They needed proof that I was legit and not just some psychopath or bot looking to harvest their vocal sample (cue Ursula and her shell, little mermaid style)....
But, in order to give that proof: I.e. to have the show live and out there for potential guests to check out…Well, I had to have guests.
Of course, the easiest place to start was within my network - and this is likely the case for you too. So dig into your network, including on linkedin and see not just who you are directly connected to, but who you may be connected to on a 2nd or 3rd degree. Ask for introductions from your main network. Carve your path there.
Luckily, there are some pretty amazing folks that I’m lucky to be connected to, who not only have the expertise and insight that I was looking to incorporate into my show - they also were willing to be generous with their time. However, I still made sure to put care into pitching them.
How to Pitch Potential Podcast Guests
If working your network is phase 1 for you, here’s what I recommend for pitching:
Be able to explain your show clearly: What’s the theme, the topics you’re exploring, the goals of the chats, and who is your show aimed at reaching?
Articulate why you’re asking them to be on: What is it about this person, their expertise or experience that you think would be a perfect fit for the show?
Be forthright with the fact that you’re prelaunch: Recognize that this is the phase you’re in, and they’re early guests that you’d be SO grateful to have.
Give expectations on availability: Outline when you’re recording (dates, times, etc) and ask if they have availability then? OR be clear that you’re open to whenever works best for them.
Have a call to action: Ask them, in a yes/no fashion, if they’re interested or available to participate.
Don’t take “no” personally: Sometimes the timing doesn’t work out. Sometimes people shy away from the medium (not everyone likes to be recorded)
Remember: Pre-Launch for a Podcast Can be a Long Phase
I had my first recording in February, and now - it’s May. I have my trailer, and four episodes, and just need to get through the editing to be ready to launch at the end of the month. It’s taken a long, long time. Much longer than I thought it would.
But I’m keeping in mind that the show is not a money making vessel, and I’m an independent contractor. I’ve had to keep my priorities focused on making money, while keeping this passion (DREAM) project in perspective.
I also believe that it makes sense to take things slowly when you’re gearing up to make that first impression.
The truth is, early episodes will always be rough. You’re learning the ropes. You’ll get better with time. The first episodes may be something you look back upon and cringe at later, BUT that doesn’t mean they can’t get love poured into them, none-the-less.
So take the time to create a show with polish. Create optimized show notes that include keywords that will help people find the show. Record your intros after the session is done - so you can create excitement for the listener over what they’re tuning in to hear. Create social posts for each episode that highlight the awesomeness of the conversation for your target audiences.
You’re not just producing episodes in this phase, you’re sussing out how to successfully launch a podcast, and that deserves a little more thought and effort, and that’s okay (just don’t let it needing to be ‘perfect’ cause you to stop moving forward all together. Do your best & move forward).
Warning: Post-Lauch for a Podcast Moves VERY Fast
Once your show is out there in the wild, the clock starts ticking on producing, editing and releasing the next episodes.
Successful podcast strategies show that creating a regular rhythm of release (weekly, bi-weekly etc), creates and keeps momentum for shows to grow. So once you start releasing, you’re committed - and production must keep up.
This is where having those banked episodes will help greatly!
And bonus: Now with the show out there, you can link to the show in your pitches to new guests.
After launch, I’m dedicating a block of time (yes I believe in batch work!), to sending out pitches and filling guest spots in a calendly calendar for the show.
My hope is to get 8 more episodes recorded in the 4 weeks of time I bought myself with the four banked episodes!
Are you pre-launch and attempting to get guests?
I’d love to know what’s been challenging you, and what you’ve learned along the way?