The Market Your Message Show
The Market Your Message Show
The Hidden Stages Strategy That Got Me on 150 Podcasts (Ch 16. Build Your Audience)
Podcast Show Notes: Chapter 16 – The Guest Podcasting Traffic Playbook
Want to buy the books? PlatformGrowthBooks.com
Episode Summary:
In this episode, Jonathan shares how the pandemic forced him to pivot his book launch strategy from live events to guest podcasting. He reveals how appearing on 100+ podcasts became his “Hidden Stages” strategy for reaching new audiences and how you can use guest podcasting to grow your own influence—no book required!
Key Topics Covered:
- The challenge of launching a book during the pandemic and the shift to podcast guesting.
- Why guest podcasting is a powerful way to access “hidden stages” and engaged audiences.
- Common pitfalls: cold emailing big shows, accepting every invite, and wasting time on low-impact appearances.
- The smarter approach: using podcast matching services to find relevant, established shows.
The Guest Podcasting Playbook:
- Sign Up for Podcast Matching Services:
Use platforms like Pod Match to connect with shows that fit your expertise. - Optimize Your Guest Profile:
Craft a compelling bio, include social links, and showcase previous appearances for credibility. - Tailor Your Pitch:
Research each show, listen to episodes, and customize your outreach to match the host’s style and audience. - Prepare Engaging Content:
Develop stories, case studies, and actionable advice. Create a “one sheet” with discussion topics. - Deliver Value in Interviews:
Focus on actionable insights and personal stories to inform and inspire listeners. - Promote Your Appearances:
Share interviews on social media, write blog posts, and repurpose content to maximize reach. - Follow Up and Build Relationships:
Thank hosts, stay in touch, and nurture connections for future opportunities.
Action Step:
Complete the 24-hour guest podcasting launch:
- Sign up for a matching service.
- Build your guest profile.
- Research and select 5 target podcasts.
- Draft tailored pitches and a one sheet of topics.
- Practice your delivery and send your pitches.
Key Takeaways:
- Guest podcasting is a high-leverage strategy for audience growth, especially when traditional methods are limited.
- Focus on value, promotion, and relationship-building to maximize your impact.
- Consistency and preparation turn podcast guesting from a one-off tactic into a long-term growth engine.
Connect:
For more strategies and resources, visit Jonathan’s blog and subscribe to the Market Your Message Show.
Hello and welcome to the Market Your Message Show. I'm your host, Jonathan Milligan, author of the series. Your Message Matters and for months now, we have been going through the entire six book series. You can find these books in paperback Kindle. You can get'em in hardcover. There's even. Workbooks that you can implement the exercises and there's even audio books as well. You can find those anywhere books are sold. But we've been walking through the fourth book in the series, build Your Audience, and today we're tackling chapter 16. The guest podcasting traffic playbook. Now, I'm gonna tell a little story in just a minute about the power of this method. I call it hidden stages because every time you're a guest on another podcast, there is a whole group of listeners that you do not see. That are gonna hear you speak. That's hidden stages my friend, and you can do this from the comfort of your own home and get on some amazing podcasts. This is one of my primary strategies I used when I launched my book during the Pandemic back in October of 2020. The book, your Message Matters. I was gonna go on a speaking tour to conferences and events, and I had to quickly change to. Going on podcast, and I'm so glad I did. I was able to get on over 150 podcasts over the next year and really help me to get the word out about my book. So if you want to get access to any of these books, you want the physical books to go along with what we're doing here in the podcast, just go to platform growth books.com. Again, that's platform growth books.com. With that, let's get in to chapter 16. Chapter 16, the Guest Podcasting Traffic Playbook. My book publisher set the launch date for my new book. Your Message Matters for October, 2020, right in the middle of the Global Pandemic. This date had been established 18 months prior. No one could predict what the future would hold the challenge. My primary strategy to promote the book was attending conferences and events, speaking gigs. Were going to be my ticket to visibility. But with the pandemic, everything changed. Then one day I had an idea, what if I solely focused on getting on 100 or more podcasts? This way, I could still leverage speaking and promote my book by getting in front of new audiences weekly for the next 18 months. I did precisely that. Rarely did a week pass without a podcast interview lined up. Most weeks, I'd have two or three. Today I call this My Hidden Stages strategy. Each podcast has an audience of people already gathered around a shared topic they're passionate about. If your message aligns with these audiences, why not get in front of them through guest podcasting? It's a great way to be featured as an expert. And here's the kicker, you don't need a book to use this strategy. Guest podcasting can be your secret weapon for building your audience and spreading your message. In this chapter, we'll dive into the guest podcasting playbook. You'll learn how to turn podcast appearances into powerful platforms for your ideas ready to step onto these hidden stages. Let's get started. The podcast guest pitfall, common mistakes and smarter strategies. Most people dive into guest podcasting with high hopes and little strategy. They fire off cold emails to big name podcasts, dreaming of instant exposure. The hours tick by as they craft pitch after pitch only to hear crickets in response. Frustration sets in the process of landing. Even one interview feels like pulling teeth. Others take the opposite approach. They jump at any opportunity no matter how small they end up on brand new podcasts with barely any listeners. Sure they get to speak, but to whom the host's mom and maybe a handful of others. The result, it wasted time and had minimal impact. Here's the hard truth. Popular podcasts are drowning in guest requests. Your carefully crafted email, it's likely lost in a sea of similar pitches. Standing out feels nearly impossible. On the flip side, new podcast might welcome you with open arms, but they lack what you need most in established audience, you're essentially shouting your message into the void. Both paths lead to the same dead end. You invest heaps of time with little to show for it. It's a recipe for burnout and disappointment. Your guest podcasting game a better approach. There's a smarter way to play the guest podcasting game. Enter podcast matching services. These platforms quickly connect you to relevant shows. No more random emails or settling for shows with no listeners. Focus your energy on shows with established, engaged audiences in your niche. These are the hidden gems that can truly amplify your message. Develop a system for your guest podcasting efforts. Treat it like a professional campaign, not a haphazard hobby. With the right approach, you'll turn podcast appearances into powerful platforms for your ideas, ready to revolutionize your guest podcasting strategy. Let's explore the steps that will set you apart from the crowd. Seven steps to master guest podcasting. Stop wasting time with cold emails. Sign up for services like Pod Match to connect with suitable podcast hosts. These platforms are game changers. They use intelligent algorithms to match you with shows that align with your expertise, create a comprehensive profile that showcases your expertise and message. Think of Pod Match as a dating app for podcast hosts and guests. It helps you find your perfect match in the podcasting world. The more detailed your profile, the better your matches will be. Optimize your guest profile. Your profile is your podcast resume. Make it shine to attract the right opportunities. Craft a compelling bio that highlights your unique value proposition. What makes you different? Why should hosts want you on their show? Don't forget to include relevant links, social media profiles, and previous podcast appearances. These provide social proof and give hosts a taste of your style. A well crafted profile can open doors you didn't even know existed. Tailor your pitch. Research each podcast before reaching out. Listen to a few episodes. Get a feel for the host style and the show's content. This knowledge is your secret weapon. Customize your pitch to align with the show's content and audience. Generic pitches scream. Delete me, tailored pitches. Show you care. Pitching to a podcast is like applying for a job. Tailor your application to stand out from the crowd, prepare engaging content, develop a repertoire of interesting stories, case studies, and actionable advice. These are your go-to content pieces. They should be relevant, engaging, and adaptable to different shows. Create a one sheet with potential discussion topics and key talking points. This isn't just for the host, it's for you too. Preparation is the key to confidence. The more prepared you are, the more value you can provide to the audience. Deliver value during the interview. Focus on providing actionable insights and entertainment for the audience. They're tuning in to learn something new or to be inspired. Don't disappoint them. Share personal anecdotes to make your message more relatable. Stories stick in people's minds long after facts fade. Think of each podcast interview as a mini TED Talk, inform, inspire, and leave the audience wanting more. Promote your appearances. Your job isn't done when the interview ends. Share your podcast appearances across your social media channels and let your network know about your latest guest spot. Create content around each interview. Write blog posts expanding on topics you discussed. Share snippets on social media. Each podcast appearance is a seed. Nurture it through promotion to help it grow into new opportunities. Follow up and build relationships. Send thank you notes to host after each interview. A little gratitude goes a long way and it sets you apart from other guests who disappear. After the recording stops, stay in touch with hosts for potential future collaborations. Guest podcasting is not just about one-time appearances. It's about cultivating a network of valuable relationships in your industry. These connections can lead to unexpected opportunities down the road. Master these steps and you'll transform from a podcast guest into a sought after expert in your field. Are you ready to take the podcasting world by storm? Today's exercise your 24 hour guest podcasting launch. Ready to kickstart your guest podcasting journey? Let's turn theory into action with this one day practical exercise. By the end of it, you'll have laid the groundwork for your first podcast appearances. Start by signing up for a podcast matching service like pod match. This will be your launchpad for finding relevant shows. Once you're in, set a timer for 30 minutes and craft your guest profile. Focus on highlighting your expertise and unique value proposition. What makes you stand out? Why should hosts want you on their show? Next, put on your detective hat. Spend an hour researching and identifying five podcasts in your niche that align with your message. Listen to snippets of their shows to get a feel for their style and audience. Now comes the creative part. Draft a customized pitch for each of these five podcasts. Remember, one size doesn't fit all. Tailor each pitch to the specific show. This might take you about an hour, but it's time well spent. Create a one sheet document outlining three to five potential discussion topics related to your expertise. Think of this as your conversation menu. What juicy topics can you offer hosts to choose from? It's time to polish your delivery. Spend 15 minutes practicing your key talking points. Aim for concise, engaging communication. Imagine you're explaining your ideas to a friend over coffee. Finally, take a deep breath and hit send. Reach out to the five identified podcasts with your tailored pitches. You've done the groundwork. Now it's time to put yourself out there. By the end of this exercise, you'll have a professional profile on a podcast matching platform. Five. Carefully researched podcast targets, five customized pitches, a one sheet of compelling discussion topics, practice delivery of your key messages. Remember, this is just the beginning. Guest podcasting is a marathon, not a sprint, but with this foundation, you're off to a strong start. Ready to take the plunge. Key takeaways. Guest podcasting is a hidden stages strategy. It can reach engaged audiences and promote your message. It's effective when traditional promotion methods are limited. Use podcast matching platforms. Optimize your guest profile. This will help you connect with relevant shows and stand out as a potential guest to maximize your guest podcasting. Focus on three things. First, deliver value in interviews. Second, promote your appearances. Third. Build lasting relationships.