How to Use Podcast Guesting to Promote Your Books
Podcast guesting is a super easy and super effective way to get the word out that you have cool books.
Podcasts are amazing—not just because of the content, format, and ease of use, but because they are a relatively simple tool for promoting your writing or business. Podcast guesting involves borrowing someone else's established audience so you can hopefully attract people to your own audience.
As the creator and former producer of the podcast Creatively Christian, the former host of The Bible...but Funnier, and a frequent podcast guest (I’ve been on over 20 different podcasts!), I have some strong opinions about this topic. But before going through the steps of the guesting process, I want to drill into you the most important thing you need to know about podcast guesting:
Come with a value mindset, not a promotion mindset.
Coming off as salesy is going to hurt you and your pitch in a number of ways. Instead, try to give away as much free value as you can to the podcaster and their audience. Show you care about people and want them to succeed. If they connect to you, they may make the jump to check out your books.
Whatever the particular angle, there are several important steps to consider when you go about the process.
Step 1 - Media One-Sheet
Before you can get on a podcast, the hosts need to know some things about you. Ideally, they need to know your basic bio and book list without having to spend hours researching you, only to find out you aren't a good fit.
To make this easier for hosts, prepare a media one-sheet—a PDF page or website page with your bio, books, other podcast appearances, and perhaps most importantly, what topics you can talk about. Some people go the extra mile and include exact questions to ask them that they are always prepared to answer.
DO NOT just say, “I want to talk about my book,” when pitching to a podcaster. Outline the specific value you will give—your unique story, your credentials, your expertise. You can talk about your book, but no podcaster just wants to give you a free promo (unless, of course, it’s a podcast focused on showcasing newly released novels). Bring value and be clear about that.
This one-sheet (sometimes called a press kit) is an easy thing to dangle in front of podcast hosts to give them the fast facts on who you are and what you offer. But more on that in the next step.
Here’s an example of my press kit, though it’s always in flux as I develop my career:
Step 2 - The Pitch
Pitching to podcast hosts is where many fail.
There are many classic pitfalls to avoid. But here’s a big one: please tailor your pitch to the specific show—don’t just copy and paste a pre-written ask each time! You can use your one-sheet but highlight why you are a good fit for the particular podcast in question based on what they want and the kind of guests they have on the show.
More times than I can count, I get random emails asking to be on my podcast that fail to even mention the name of my show. It was clear they copied and pasted the same letter to many podcasts indiscriminately. Please mention the show and tell me why you fit in with what we’ve done. Most emails that don’t even mention my show are also on topics unrelated at all to what we do on Creatively Christian or have only seen we’re Christian and think that any Christian topic will fit. I will then often respond and nicely say, “You aren’t a good fit. Actually listening to our show will let you know the kind of guests we have. :) ”
To improve the likelihood of a pitch being accepted, your best bet is to build relationships with podcasters by following them on social media and liking, interacting, sharing, etc. Random emails are fine, but personal connections go a long way. As a business owner, you better believe I’m willing to freely promote the work of social media followers who like, comment, and retweet our stuff. Many guests on Creatively Christian started by being our biggest fans.
However, there are plenty of other ways to go about getting guest spots on podcasts. You can also ask and search in Facebook groups like Christian Podcast Guest or Pantheon.FM - Podcast Guest Interviews. Or join the site PodMatch (which has a free and paid version) where you can find shows looking for guests. With groups and platforms like these, you at least know the hosts are looking for guests.
Step 3 - The Guesting Experience
Step 3 is to be so incredibly awesome on the podcast that you can use that episode as an example to show other podcasters. Listen to other podcasts and mimic the behavior of the guests you think are the most dynamic and interesting. Give value and then more value. Fit your message into the purpose and style of the show. Make the podcast host look good!
Here are a few of the biggest mistakes I hear podcast guests make when they are on a show (so don’t do these):
Being too rambly or long-winded - give important details but try not to take random rabbit trails.
Not actually answering the question that the host asks - practice active listening and don’t be afraid to ask them to repeat or rephrase it.
Constantly mentioning their book or product when it’s obviously not relevant to the current question - if you are trying to sell a certain product, try to limit your time talking about it so it doesn’t sound salesy and sketchy.
Most podcasts are looking for you to act naturally and have some personality. Be yourself, but also remember your ultimate goal is to serve the host by serving the listener.
Step 4 - The Call to Action
Don’t overlook this one if you want to have a career! You should have a call to action at the end of the show you guest on. A call to action is what you tell people to do next after they listen to the interview. Common questions asked at the end of a podcast episode may include “Where can people find out more about you?” or “What are you working on next?” These can be opportune times to plug your writing.
Most people give their socials when they are asked where they can be found online. Some also list their general website. Those are “okay” answers. But you can do one better by offering a freebie/newsletter/lead magnet at an easily memorable link. Say a link to content that is both specific and free, offering something concrete for the audience. Not only is this more enticing, but you can capture their emails and bring them into your world (creating super fans and selling more books down the line).
As an example from my promotional tour for my first non-fiction book, I offered the introduction and first chapter free for Who We Are: Seven Christian Identities to Shape Your Life at a custom link just for the specific podcast. For instance, the link jakedoberenz.com/damascus was used when I was on the show The Road to Damascus (now off-air). The actual landing page has a weird name, so I used the WordPress plug-in PrettyLink to create a link that is easier to remember. Even though all the people across different shows I guest on go to the same landing page, I can track my clicks with the custom PrettyLink to see the success of the call to action on certain shows.
Step 5 - Promote the Episode
Don’t skip step 5.
Please promote the episode you appeared on because that’s just the nice thing to do! During my time as producer of Creatively Christian for three years, probably less than half of the guests actually promoted the episode they guested on! And many of those only did the minimum of retweeting a post they were tagged in! If you do retweet/share, then at least explain to your audience what to expect and why they should listen. Add a personal flare. Podcast hosts see when a guest takes time to promote that episode and we never forget.
Here’s a tip—impress the podcast host, and you will likely get other opportunities to guest! I have been on The Whole Church podcast twice and I got one of my author clients on the show because I built a friendship with them. Occasionally in podcast Facebook groups, someone will tag me because they know my expertise matches what the poster wants in a guest. After my recent book AI in Church and Ministry came out, some podcasters who followed me online reached out to get me scheduled for their show and I didn’t even have to ask. So trust me, podcasters know podcasters. We talk and collaborate. If you are a person who a) brought value to the show and b) did your part to promote it widely—then your name will likely stick in our minds. Also, a follow-up or thank-you email never hurts to make you stand out!
Step 6 - Repeat
Step 6 is to repeat the process for more shows! Set yourself goals such as sending X number of pitches a month (keep in mind most podcasts I know are scheduled out one to three months in advance). Keep trying—just don’t be annoying.
If you need more help or want to hire me to help you get on Christian podcasts, then message me or comment and I will reach out shortly!
Happy podcast guesting!
Have you been on a podcast to talk about your writing? What helped you land the opportunity? Comment below!