I didn’t suppose it was an enormous deal. We assumed these had been typical outcomes for many who targeted and did the work.
The gaping mouths and the bulging eyes had been our first clues. My subsequent clue ought to have been when one podcaster advised me he will get 50 to 100 pitches per week and he selected ours. Lastly, actuality set in like a bolt of lightning placing fifty toes in entrance of me. The phrases nonetheless rumble in my head like fading thunder echoing by the sky:
“I’ve by no means recognized anybody who booked 53 podcasts in two months.” – Ryan Deiss
When Ryan mentioned that from the stage on the M3 Mastermind, I lastly realized my spouse had carried out one thing extraordinary. This was no shock.
She is an incredible lady. Anybody who learn her CaringBridge journal in 2021 already is aware of that. TLDR: The medical doctors gave up on me and advised her to “pull the plug.” She didn’t. She prevailed. I’m alive.
Craig & Karen Andrews, December 2021
So, in March of 2023 I requested her to come back to my rescue once more. This time it was a lot decrease stakes. I requested her to get me booked on podcasts.
Why Pursue Being a Podcast Visitor?
Guesting on podcasts is a approach to broaden your personal viewers. In response to ListenNotes, there are greater than three million podcasts. The podcast hosts did the time consuming work of constructing their viewers. And as a podcast visitor, you get practically easy entry to that viewers.
Visitor interviews are a good way to construct your authority. Virtually each host launches the podcast episode speaking about how superior you might be. Their viewers trusts them… and now their viewers – the podcast listeners – belief you.
Your visitor podcast interview will drive enterprise and alternatives. Our 90-day rolling pipeline report tells that story greatest. “FTO Offers”, our discovery name metric, is up 700% in comparison with the prior 90-days after we weren’t guesting on podcasts.
“FTOs Bought” means we closed a brand new shopper. That’s up 400% in comparison with the prior 90-days. And we count on that to rise additional as a result of a lot of the discovery calls haven’t occurred but.
Fill your pipeline by being a podcast visitor
Our podcast focus began inside this 90-day view. A lot of the podcast episodes are scheduled to go reside within the subsequent couple of months. And but we’re seeing triple-digit 90-on-90 progress on our most necessary metrics.
Look nearer and also you’ll see one other hidden nugget. Double-digit lead progress drove triple-digit alternative and gross sales progress. That’s what authority does for you.
If you happen to’re operating out of the way to unleash an on the spot triple-digit firehose on your enterprise, then learn on. I’ll present you ways we did it.
How one can Get on a Podcast: The way it Began
Watch out if you curse adversity in your life. If you happen to let adversity be your mentor, it is going to rip the scales off your eyes and a world of latest alternatives turns into crystal clear. And that’s what occurred right here.
It started in November 2022 when NCR laid off my spouse, Karen. We’re not upset with NCR. They’ve been great to Karen. For the three months I used to be within the hospital, they let her work half-time whereas paying her full-time. However the layoff was a shock.
Whereas Karen was attempting to determine her “subsequent factor,” I requested her if she might get me booked on podcasts. She clearly knocked the quilt off the ball and unintentionally discovered her “subsequent factor.”
Her first step was analysis. Why would a podcast host need me on their podcast? Podcast hosts obtain tens or a whole bunch of pitches every week. They’re in search of their preferrred podcast company. So, the outreach electronic mail is essential.
Create a Personalised Outreach E mail for Every of the Podcast Hosts
Sorry, there aren’t any shortcuts right here. Automated mass outreach received’t get you visitor appearances on any of the related podcasts.
I’ll break down certainly one of Karen’s emails step-by-step so you may see the important thing parts.
The Intro: Reward the Podcast Host for Their Mission
Reward the host for his or her mission. Join with their “Why.” Go to their podcast web page. They’ll virtually definitely make their mission clear there. They’ll additionally aid you establish their target market. Ensure their target market aligns along with your target market. In any other case, you’re simply losing their time.
Right here’s an instance of Karen’s intro:
Hello Roy,
My title is Karen and I work on behalf of Craig Andrews. We now have been listening to your podcast and love what you might be doing!
Acknowledge and applaud the podcast host’s superpower
Be sure you get their title proper!! Ryan Deiss mentioned he will get outreach emails each week praising him for his interviews on the DigitalMarketer podcast. The issue is Ryan doesn’t do the podcast. Getting the host’s title fallacious is the primary clue that you simply’re doing spammy outreach.
Subsequent, reward their mission. We might enhance this outreach by being particular in praising the mission we see them fulfilling. That will in all probability increase our outcomes additional. However even this generic simplicity has been working. However that’s due to the subsequent paragraph.
The Intro: Reference a Particular Podcast Episode and What Your Realized
That is probably the most time-consuming a part of the method. And no, you may’t automate this.
A number one podcast host achieved their vaulted place by being selective of their podcast company. So, your window of alternative is thru a number of scarce phrases that talk you’ll be an awesome podcast visitor. And nice podcast company converse to their viewers by realizing their viewers.
Reference a selected episode in your podcast outreach electronic mail
So, you might want to take heed to an episode. Make your outreach electronic mail reference:
- A selected episode.
- A selected visitor.
- A selected perception you bought from that episode.
Right here’s what that appears like in Karen’s outreach:
We lately listened to your podcast with Tom Sharp about Technique Patterns for Business Development. We actually appreciated his concept that you might want to know your self, your boundaries and your targets and doing the work to grasp these targets.
BOOM! Try this and also you simply distinguished your self as a podcast visitor that cared sufficient to really take heed to their podcast. You don’t must take heed to all of the podcast interviews. One is sufficient.
Now you’ve gotten their consideration. Subsequent you will need to show you’ll deliver the products to serve their viewers.
The Meat: Carry the Warmth and Add Worth to the Podcast Listeners
Carry one thing new to the desk. You’re not going to get booked by pitching “How one can Develop Your Business Utilizing Fb Adverts.” That was contemporary and related a few decade in the past. However you could get booked with one thing extra present like:
How one can overcome Fb’s latest development of diminished concentrating on with 4 rigorously chosen headline parts.
Carry one thing that’s each unknown and helpful
In our case, we focus on accelerating high-ticket gross sales. So, we needed to seek out podcasts that had a podcast viewers with folks that match that description.
In 2023, high-ticket companies are struggling closing offers. So, our visitor podcasting is concentrated on constructing irresistible First-Time Gives to beat the robust financial circumstances. It is a nice message for podcast audiences which are battling gross sales. Right here’s what that appears like in Karen’s electronic mail:
Craig has some contemporary ideas for our at present robust financial system that he thought would profit your viewers.
He focuses on First-Time Gives that function a “espresso date” to start an engagement with a possible buyer. Assist earlier than you sell!
Once more, our objective isn’t to be on all of the podcasts – simply those with our preferrred clients. So, we would like the message to enchant our good podcast hosts whereas repelling different podcasts that aren’t preferrred.
After you have them enchanted, subsequent take care of their worry.
The Promise: Persuade the Podcast Hosts You’re Not a Grasping Bastard
The podcast world is about giving – not taking. So, don’t be a grasping bastard.
Sadly, the world is oversupplied with shysters and takers. Your outreach electronic mail must shortly talk that your visitor look will concentrate on giving. Promise a free present for the podcast host’s viewers.
Give attention to serving and giving
Right here’s what that appears like in Karen’s outreach:
He would love to supply a free present to your viewers as a further manner of including value.
Whenever you do this, you shortly talk that you simply perceive the unwritten settlement. It demonstrates your giving nature in motion. It additionally communicates you’ve carried out this for different podcasts – so that you’re an professional visitor and a giver. Win-win-win…
However that’s not sufficient. You’ve received to deliver extra to the desk.
The Sizzle: Promise to be an Fascinating Podcast Visitor
Beuller… Beuller… Beuller…
Ben Stein introduced humor to Ferris Bueller’s Day Off by being probably the most boring economics trainer on the planet. However let’s be trustworthy… you’re no Ben Stein.
Not like Ben Stein, you haven’t mastered the craft of being entertaining by being boring. The one manner you’ll land on another person’s podcast is by being attention-grabbing. Promise to inform a narrative. Look by your life and discover attention-grabbing tales that tie into your core message.
Right here’s what that appears like in Karen’s outreach:
A number of attention-grabbing issues about Craig:
He spent 6 years within the Marines.
He lived and studied in Japan.
He obtained a graduate diploma in Electrical Engineering and later discovered he liked advertising.
In 2021, he spent 3 months within the hospital and awoke from a coma solely in a position to wiggle a finger and a toe. His restoration has been a miracle.
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Life gifted me with a white-knuckled story of narrowly escaping loss of life. So, sure, I pimp the heck out of that story. However I’ve found that some podcast hosts actually don’t care about my close to early departure from this world.
Karen affords a wide range of attention-grabbing life occasions so the podcast host can decide one which pursuits them most. Look by your life and discover attention-grabbing tales that you should utilize for example core parts of your message.
The Shut: Carry the Social Proof
Prime hosts need to know that you simply’ve been on different podcasts. No one needs to coach you on being an awesome podcast visitor. It could really feel like podcast entry is restricted to those that’ve already been on a bunch of podcasts.
However each podcast visitor began with their first podcast. Then they went on extra podcasts and constructed social proof. That’s been the case with me. Right here’s how Karen handles that:
Craig has offered at Conversion Convention, numerous Vistage teams and different podcasts.
Karen used what we had in our arsenal. Sure, I’ve been on two or three podcasts. In a single case I used to be episode #3 on a podcast that shut down after the 4th episode. However that’s nonetheless social proof.
Discover somebody who thinks you’re superior and quote them
If you happen to’re simply beginning out, get a testimonial out of your mother. Hopefully she thinks you’re superior. Determine what group she’s concerned in… like her neighborhood gardening group. Converse to them about one thing that pursuits them. Right here’s what that overview seems like:
Craig introduced an incredible message to the East Peoria Gardening Membership. Everybody was captivated by his tales of how rosemary represents the important spice that must be part of everybody’s backyard of life.” – Mary Andrews, President of the East Peoria Gardening Membership.
Get on one podcast and use that as social proof to get on greater podcasts. Keep in mind, you’re not alone. If you happen to’re attempting to interrupt into the visitor podcasting house, there are additionally many new podcast hosts attempting to interrupt into the house as effectively. You’re good for one another.
The Shut: Give a Name-to-Motion to be Their Subsequent Podcast Visitor
It’s simple to overlook the Name-to-Motion (CTA). Don’t let it’s implicit. Actively name the host to motion. We steal some knowledge from Chris Voss and construction our CTA to be a pure “No.”
Wouldn’t it be a ridiculous concept to arrange a name to see how he can meet the distinctive wants of your listeners?
Discover how the CTA brings the main target again on their viewers as an alternative of you. That reinforces the concept you’ll deliver value to their viewers.
Different Issues Podcast Visitors Have to Take into account
After all there are different issues you might want to take into account along with the outreach electronic mail. Maximize use of the podcast directories. I like to recommend you create a speaker web page that features talking examples, your bio, head photographs and different property.
These are every a topic of their very own. So, we’ll speak about these in different articles. However that doesn’t imply you need to wait. Right now is the time to start your journey as a podcast visitor.
Cease studying. Set your timer. Use the subsequent 15-minutes to write down your first draft of your podcast outreach electronic mail. You’ll be able to good it later.
Put it to Work – Get Booked as a Visitor
This journey started as a result of I heard Lauren Petrullo proclaim her objective. She got down to get on 100 podcasts earlier than the top of the 12 months. I didn’t know what I didn’t know. Neither did Karen. So, we set the identical objective.
Considered one of my favourite quotes is by Basic George S. Patton:
“A great plan violently executed now’s higher than an ideal plan executed subsequent week.”
Basic Patton was the one allied commander that Area Marshal Rommel feared. Patton’s philosophy allowed him to make the not possible potential.
If there’s any genius in what we’ve carried out it’s that we set a loopy objective and aggressively pursued it. We had been so blind to podcasting that we didn’t notice how distinctive our outcomes had been till a number of of us advised us. Now it’s your flip. Go and do the identical.
