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When I transitioned from the music industry, I knew I wasn't going to be booking artists at venues like Madison Square Garden or Coachella anymore. But I discovered a new stage where I could make a meaningful impact.
Now, I help individuals get featured on top podcasts that truly move the needle for them. These aren't just any podcasts—they're platforms hosted by people they admire, offering opportunities to add credibility and reach wider audiences.
What drives me is supporting talented people, whether they're entrepreneurs, nonprofit leaders, or innovators striving to make a difference. It's not always about business. Some are out there doing incredible work for important causes, and I have the privilege of amplifying their voices.
I may not be changing the world single-handedly, but I can help those who are. By connecting them to platforms where they can share their stories and insights, I'm contributing to positive change and helping spread information that can transform lives.
This is what my business is all about: facilitating connections that enable others to inspire, inform, and make a lasting impact.
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Q: Are there levels to podcast booking?
Navigating podcast booking can be complex. Whether you're new or experienced, securing the right podcast appearances is crucial. Here's a breakdown to help you choose the best approach:
1️⃣ Virtual Assistants (VAs) and In-House Assistants
Pros:
Cost-effective; often already on your team.
Good for initial, easy-to-get opportunities.
Cons:
May lack industry connections and specialized knowledge.
Likely to secure spots on smaller podcasts with limited reach.
Ideal For:
Those starting out or testing the waters without significant investment.
2️⃣ Specialized Podcast Booking Agencies
Pros:
Expertise in specific niches like coaching, consulting, or book promotions.
Better connections leading to higher-quality podcast placements.
Cons:
Costs vary; may require a retainer.
Not all agencies cover every industry or specialization.
Ideal For:
Professionals ready to invest in targeted exposure within their field.
3️⃣ Full-Service PR Firms
Pros:
Access to top-tier podcasts like The Joe Rogan Experience, The Rich Roll Podcast, and Call Her Daddy.
Offer comprehensive services beyond podcast booking.
Cons:
Significantly higher costs.
Not necessary for everyone, especially if your topic is niche.
Ideal For:
High-profile individuals seeking mass exposure.
Key Considerations When Choosing a Podcast Booking Service
Subject Matter: Is your topic widely appealing or niche?
Target Audience: Do the podcasts reach your ideal listeners?
Career Stage: Your position can determine whether a VA, specialized agency, or PR firm suits you best.
Budget: Higher-tier services come with higher costs; assess your investment capacity.
Expectations: Even top agents can't book you on major podcasts if your topic doesn't resonate broadly.
Final Thoughts
There's no one-size-fits-all solution. The best approach depends on your goals, industry, and resources. When you're ready:
Research Thoroughly: Find agencies specializing in your area.
Schedule Consultations: Talk directly with potential booking agents.
Assess Fit: Choose a partner who understands your industry and can realistically help you achieve your podcasting goals.
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Saknas det avsnitt?
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Q: How can you ensure your booked podcast booked is appropriate for you and your intended audience? Will it be able to spread your message and extend your reach?
Booking a podcast is just the first step; making sure it's the right fit for your message is crucial. Here's how to ensure you're connecting with your ideal listeners:
Define Your Topics
Identify 3-5 unique, value-driven topics you want to speak about.
These topics should highlight your expertise and appeal directly to your target audience.
Research Podcasts Aligning with Your Topics
Use keywords from your topics to search for podcasts that cover similar subjects.
This helps you niche down and find shows where you can have expert-level conversations.
Focus on Niche Over Size
Niche podcasts allow you to dive deep and showcase your expertise, enhancing your reputation.
Larger podcasts might have bigger audiences but are often less specialized, which may not yield the ROI you're looking for.
Be Cautious of Paid Appearances
Some podcasts charge fees for guest spots, boasting large listener numbers.
Unless the audience is highly relevant, paying for such appearances may not be cost-effective.
Leverage Free Opportunities
Many quality podcasts don't charge guests.
By carefully selecting these platforms, you can reach your ideal audience without incurring extra costs.
Assess Before You Invest
Determine your goals upfront—whether it's brand awareness, lead generation, or industry positioning.
This clarity will guide you in choosing the right podcasts to approach.
Final Thoughts
By honing in on your topics and strategically selecting podcasts that align with them, you ensure your message reaches those who value it most. This approach not only saves you money but also maximizes the impact of your appearances. Remember, it's about quality over quantity—engaging the right listeners is more valuable than speaking to a broad but uninterested audience.
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For many professionals, their job titles often define them, overshadowing the unique talents and skills they bring to the table. Their expertise is recognized only within close circles, rarely celebrated on a broader platform.
During quarantine, this realization hit me harder. Just like artists, entrepreneurs and professionals were confined, unable to attend conferences, meetups, or expos. Traditional avenues to showcase their expertise had vanished overnight.
That's when I saw podcasts as the virtual stage where entrepreneurs could perform and shine.
🎙 A New Performance Space: Podcasts became the medium where professionals could share their stories, insights, and skills with the world, breaking free from the limitations imposed by the lockdown.
🤝 Connecting Experts to Audiences: I began reaching out to individuals, offering to coordinate their podcast appearances. By helping them craft compelling pitches and unique topics, we unlocked new opportunities for them to showcase their expertise.
✨ The Snowball Effect: What started as a small initiative quickly gained momentum. More professionals embraced podcasts as a powerful tool to amplify their voice, connect with wider audiences, and perform beyond their usual spheres.
The Takeaway: Podcasts aren't just for entertainment—they're dynamic platforms for professionals to demonstrate their prowess, share knowledge, and engage with communities worldwide.
If you've got a skill or story that's been confined to your immediate circle, consider stepping onto the podcast stage. It's time to let your talent resonate far and wide.
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Q: Mistakes when reaching podcast through email
Wondering how to effectively reach out to podcast hosts without stumbling over common pitfalls? Here's what you need to know:
1. Personalize Your Outreach
Double-Check Names: Ensure you have the correct names of the host and the show. Mistakes here can make a poor first impression.
Address Assistants Properly: If you're contacting an assistant, use their name appropriately.
2. Do Your Homework
Align Subject Matter: Research the podcast to confirm that your expertise fits their content.
Quality Over Quantity: Pitch only to shows where you can provide genuine value.
3. Craft Relevant Pitches
Stay On-Topic: Make sure your proposed topics are relevant to the podcast's audience.
Avoid Generic Pitches: Tailor each pitch to the specific show to increase your chances of acceptance.
4. Follow-Up Wisely
Timing Matters: Wait at least a week to nine days before sending a follow-up email.
Be Patient: For a second follow-up, consider waiting an additional week and a half.
Respect Their Schedule: Hosts may be busy with other commitments; excessive follow-ups can be off-putting.
5. Accept Non-Responses Gracefully
Don't Take It Personally: If you haven't heard back after two follow-ups, it's likely they're not interested.
Limit Your Follow-Ups: Stick to two follow-ups to avoid seeming pushy.
6. Maintain Professionalism
Avoid Being Pushy: Overeagerness can deter hosts from considering you.
Understand Their Workload: Many hosts receive numerous pitches and may not have time to respond to all.
Key Takeaways
Accuracy Is Essential: Correct names and relevant content show professionalism.
Patience Pays Off: Give hosts ample time to respond before following up.
Professional Courtesy: Respect their time and decisions to leave a positive impression.
By avoiding these common mistakes, you'll improve your chances of securing podcast appearances and building meaningful industry connections.
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Q: What’s the most unexpected benefit of being a podcast guest?
One of the unique advantages of podcasts over other marketing channels is the unexpected opportunities that can arise from sharing your story. While traditional marketing efforts like ads focus on ROI—raising capital, boosting sales, or growing your mailing list—podcasts offer benefits you might not anticipate.
For example:
New Collaborations: A podcast host might express interest in forming an affiliate partnership or exploring other collaborative ventures with you.
Charitable Contributions: Listeners may reach out to support your charitable causes, such as donating proceeds from their annual events to your charity.
Investment Opportunities: Hosts or listeners could offer to fund your projects or deals, providing capital that you were seeking in ways you hadn't imagined.
These outcomes aren't guaranteed for everyone, but they highlight how podcasts can open doors that other forms of marketing might not. By building rapport and authentically telling your story, you connect with people on a deeper level. This connection encourages others to engage with you beyond the typical customer relationship.
Podcasts allow you to:
Build Trust: Sharing your experiences and insights helps establish credibility with your audience.
Expand Your Network: Engage with hosts and listeners who can become valuable contacts in your industry.
Create Lasting Impact: Your message can inspire others to take action, leading to meaningful opportunities.
While not every podcast appearance will result in these hidden benefits, the potential for unexpected and rewarding outcomes makes podcasting a powerful addition to your marketing strategy. It's about more than just promoting your business; it's about forming genuine connections that can lead to extraordinary possibilities.
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When booking podcast appearances, not all assistance is equal. Delegating this task to a virtual assistant or someone unfamiliar with entrepreneurship might seem convenient, but it can lead to missed opportunities.
🔑 Shared Entrepreneurial Spirit
Relatable Representation: Someone who understands entrepreneurship can authentically convey your journey, resonating with hosts and listeners.
Insightful Pitching: They speak the entrepreneurial language, crafting pitches that highlight your unique experiences and make your message stand out.
🎯 Tailored Topic Development
Depth of Understanding: Their passion allows them to uncover insights and angles a general assistant might miss.
Audience Alignment: They know what entrepreneurial audiences seek—innovation strategies, overcoming failures, growth hacks—and position you accordingly.
🤝 Building Meaningful Connections
Network Access: Immersed in the entrepreneurial ecosystem, they have connections with relevant podcasts, ensuring you're featured where it counts.
Authentic Engagement: Their enthusiasm leads to genuine interactions with hosts, fostering stronger relationships and more impactful appearances.
🚫 Limitations of General Assistance
Surface-Level Pitches: Without deep understanding, pitches may lack nuance and fail to capture your true value.
Misaligned Opportunities: A general assistant might not identify podcasts that align with your goals, leading to less effective engagements.
✨ Invest in Aligned Expertise
Your entrepreneurial journey deserves representation by someone who truly gets it. Partnering with an agent who shares your passion ensures your podcast appearances are strategic and authentic.
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Alex Sanfelipo one time asked me: Is it better to be a guest on a niche podcast that perfectly aligns or to be on a podcast with bigger overall reach?
Whether you're new to podcasting or a seasoned guest, incorporating niche podcasts into your schedule is a game-changer. Here's why:
Deep Dive into Expertise
In-Depth Conversations: Niche podcast hosts are often industry insiders. They ask insightful questions that go beyond the surface, allowing you to showcase your deep knowledge.
Showcase Your Experience: Discussing specific stories and nuanced topics highlights your expertise and the breadth of your experience.
Establish Yourself as an Authority
Go Beyond General Topics: While broad podcasts are great for reaching a wider audience, they often stick to generalities. Niche podcasts let you delve into specifics, helping you stand out as an expert.
Demonstrate Industry Insight: Engaging with a specialized audience reinforces your position within your field.
Leverage SEO Benefits
Enhanced Online Presence: Even smaller niche podcasts boost your visibility. Being featured on shows titled around your expertise improves search results when people look you up.
Perception Matters: Potential clients or employers see your association with industry-specific platforms, adding to your credibility—even if they haven't listened to the episode.
Don't Overlook Smaller Shows
Value Beyond Size: A podcast with just a few episodes and reviews can still offer significant benefits.
Strategic Appearances: Focus on podcasts that align closely with your niche, regardless of their audience size.
Takeaway
Prioritize niche podcasts to deepen your impact and solidify your authority in your industry. Their targeted reach and the opportunity for in-depth dialogue make them invaluable additions to your podcasting strategy.
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Whether you're a seasoned professional with decades of experience or just starting out, podcasts can significantly boost your online presence. Here's how:
Diversify Your Search Results: When someone Googles you, they typically find your website and social media profiles—platforms where you control the narrative. By appearing on multiple podcasts, you introduce third-party content that adds credibility and variety to your search results.
Presence on Major Platforms: Podcast appearances land you on Apple Podcasts, Spotify, YouTube, and more. This not only broadens your reach but also signals to search engines that you're active across reputable platforms.
Enhanced Content: Podcasts come with show notes, episode descriptions, headshots, and sometimes videos. This rich media content enriches your digital footprint and offers more avenues for people to learn about you.
Perceived Authority: Even if people don't click on every link or listen to each episode, seeing your name associated with numerous podcasts elevates your expert status. It shows that hosts value your insights enough to feature you.
Improved Domain Authority: Frequent mentions and backlinks from podcast websites can boost your domain authority, making you more prominent in online searches.
SEO Benefits Regardless of Experience Level: Podcasts help level the playing field. Whether you're new or a veteran in your industry, being featured on podcasts enhances your online visibility and reputation.
The Bottom Line
Podcasts are more than just conversations—they're powerful SEO assets. They diversify how you appear online and strengthen your professional image. So, whether you're just entering the field or looking to solidify your expert status, consider leveraging podcasts as a strategic part of your SEO and branding efforts.
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We all know that you can use tools like Opus for create clips for social media, but here are 3 opportunities to use your podcast interviews that most people miss:
📧 Email Newsletter Features: Regularly include mentions of your podcast appearances in your newsletters. This reminds subscribers of your ongoing expertise and influence, potentially nudging those on the fence about your services.
🖼 Create Ads from Interviews: Turn high-quality in-person interview clips into eye-catching ads for platforms like Instagram, Facebook, or LinkedIn. These can effectively highlight your expertise to a broader audience.
💬 Enhance LinkedIn Posts: Don’t just announce your podcast guest spots. Share a 30-60 second clip and elaborate on it in your post. This approach adds depth to your content, providing value and sparking discussion within your network.
By strategically repurposing your podcast content, you not only extend its lifespan but also enhance your brand’s visibility and engagement across multiple platforms.
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Too many people don’t take their audio seriously enough. It’s extremely aggravating to be ready to listen to a new episode from a podcast I Iove, just for the guest to have sh*t audio quality. It completely ruins the experience!
It’s also embarrassing when I’m working with a new client and a host I submitted to feels it’s necessary to say “I noticed their audio is a little rough on some of their past interviews.. Can you send them a mic?”
Here is why you need to buy a mic if you haven't:
Professionalism Matters: High-quality audio reflects your commitment and respect for listeners.
Content Repurposing: Good sound is essential if you plan to reuse the interview for social media or marketing.
Boosted Confidence: Knowing your audio is clear lets you focus on delivering value.
Affordable Solutions: Investing $50-$150 is all it takes to get decent microphone, but it will make a HUGE difference!
The Result:
Improved podcast appearances.
Positive feedback from hosts.
Increased listener engagement.
My Advice:
Invest in Quality Audio Equipment: It's a small step that yields significant benefits.
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For 15 years, I organized concerts.
Do you know how many drew over 250 attendees?
Just about 10%.
Even with a strong brand, if I announced a conference happening six months from now..
Selling 250 tickets wouldn't be easy—it takes time and consistent effort.
So when someone says, "My podcast only has 36 listeners this week," I respond:
"That's fantastic!”
You're outperforming my in-person real estate meetups, which typically have around 20 attendees.
In fact, you're reaching more people than most bands do at their live shows.
The Takeaway:
Value Every Listener: Each person tuning in is someone interested in what you have to say.
Growth Takes Time: Building a large audience doesn't happen overnight, whether it's a podcast, event, or concert.
Quality Over Quantity: An engaged audience of 36 can be more impactful than a disengaged crowd of hundreds.
Don't underestimate the influence you have, no matter the size of your audience. Keep pushing forward, and remember that every big success story started somewhere small.
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Q: What is a good template for initial outreach to a podcast that you want to get booked on?
A: The G.U.E.S.T Format
Here’s a proven template I developed, known as the G.U.E.S.T format, which strikes the perfect balance between being informative and concise:
🎯 G - Grab Attention: Start strong with a compelling hook to capture the host’s interest immediately.
🌟 U - Unique Value Proposition: Clearly articulate what sets you apart and the unique insights you bring to their audience.
📖 E - Engaging Bio: Include a two-paragraph bio:
First Paragraph: Detail your background and expertise in 1-2 sentences each.
Second Paragraph: Describe who you work with and your achievements in 1-2 sentences each.
🏆 S - Solid Credentials: Highlight your most relevant accomplishments, such as client work, revenue results, or notable projects.
📲 T - Tangible Social Proof: Provide social media links and other credentials like previous podcast appearances or publications.
This template ensures you provide just enough info to pique interest without overwhelming the host. It’s all about making it easy for them to say "yes" without needing to do extra research.
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This is a clip from my conversation with Ryan Alford on the Right About Now Podcast.
Tbh, I really don’t enjoy audio books
I wanted to use my time better in the car
So I started listening to audio books
But they rarely kept me interested.
It feels like the author is talking AT me..
The same way a teacher would in high school
.. And I hate high school.
I prefer to be like a fly on the wall listening to two experts go back and forth
I’ve always learned and paid attention better this way.
But also..
Real-life stories told by real people captivate me more than scripted audiobooks.
Whether commuting or relaxing, podcasts fit into my schedule effortlessly.
The authenticity and emotions in podcasts make each episode feel like a personal conversation.
Short, impactful episodes provide actionable insights without the commitment required by books.
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Q: What are some of your favorite podcasts you've booked?
Coming from the music industry, I take pride in getting my clients on top podcasts the same way I would take pride in an artist getting on a big music festival. There are also tons of people I look up to that have podcasts, so it’s super rewarding when I’m able to bring them a guest for their show.
Below are some of the shows I take a lot of pride in having had clients on:
The Subtle Art of Not Giving a F*ck with Mark Manson
BiggerPockets Real Estate Podcast
Motley Fool Money
Rich Dad Radio Show
Smart Passive Income with Pat Flynn
You Be Trippin’ with Ari Shaffir
BiggerPockets Money Podcast
Wild Ride! With Steve-O
The Stacking Benjamins Show
Dropping Bombs with Brad Lea
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Q: What are ways a guest can prepare for a podcast?
A: Listen to the show in advance, know what you want to talk about. Bonus points if you can bring up something mentioned in a previous episode during the interview.
How to Prepare as a Podcast Guest:
🎧 Pre-Listen to the Show: Familiarize yourself with the podcast’s style and previous episodes. This helps you understand the flow and the host's approach, and mentioning past episodes can impress both the host and the audience.
🔍 Understand the Host and Audience: Knowing a little about the host and their listeners can guide your contributions to be more relevant and engaging.
📚 Reference Past Episodes: If possible, refer to earlier content during your interview. This shows your engagement and enriches the conversation.
🗣 Practice Your Topics: Especially if you're new to podcasts, rehearse discussing your key topics. This ensures smooth conversation flow during the actual interview.
💡 Prepare for Recurring Segments: Many podcasts have signature questions or segments. Anticipate these (like a favorite book or piece of advice) and have thoughtful responses ready.
By doing your homework and practicing your points, you’ll not only ease your nerves but also deliver value, making your podcast visit memorable and impactful.
Head over to Spencer's LinkedIn where you can submit a question on any of his posts - https://bit.ly/3zlEnVb
Website - https://www.outlieraudio.com
Outlier Audio Instagram - https://www.instagram.com/outlieraudio/
Personal Instagram - https://www.instagram.com/spencercarpenter/
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Q: How important is a speaker one-sheet when looking to get booked, and what should you include on it? -
A: It’s NOT important at all. Having a well crafted email pitch works just fine by itself.
In my experience, having a one-sheet isn't essential for securing podcast interviews. Over the past four years, I've booked 1,500+ interviews without ever using one. Here's why:
Email Deliverability: Attaching files can risk your emails landing in spam, reducing your chances of getting noticed.
Effective Pitching: A well-crafted pitch email should suffice. It can include all necessary details like your proposed topics, social media links, and bio. If your pitch is clear and compelling, that's often all a host needs to decide.
Usability Concerns: One-sheets can be visually appealing but practically cumbersome. They often aren't clickable or easy to copy from, which can frustrate hosts who want to use your bio in their show notes.
From my 15 years in the music industry, I found that despite their professional appearance, one-sheets often added little value. Instead, focus on refining your email pitches to capture the essence of what you can bring to a podcast.
Remember, the goal is to make it easy for podcast hosts to see your value without extra steps. Keep it simple and direct!
Head over to Spencer's LinkedIn where you can submit a question on any of his posts - https://bit.ly/3zlEnVb
Website - https://www.outlieraudio.com
Outlier Audio Instagram - https://www.instagram.com/outlieraudio/
Personal Instagram - https://www.instagram.com/spencercarpenter/
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This is a clip from my conversation with Erin Marcus on Ready Yet?! With Erin Marcus.
Q: What are some things that just haven't worked that you're like just don't do this
A: Don’t take on clients, projects, or focus on niches you aren’t passionate about
While this could be said about anything..
I think it’s especially important for people about to start a podcast.
Do you really want to sink
👉🏼 Time
👉🏼 Resources
👉🏼 Money
👉🏼 Energy
Into something you’re not passionate about?
I truly believe that podcasts are worth the investment, but it has to be centered around something that REALLY gets you excited.
Check out the rest of my interview with Erin where we chatted about my journey from working in the music industry to founding Outlier Audio, challenges I faced when the music industry came to a halt in 2020, and how I pivoted to create new opportunities. I also discuss being able to transition your skill sets to different industries. If you're interested in resilience, adapting during tough times, and leveraging your talents in new ways, this episode is for you.
Head over to Spencer's LinkedIn where you can submit a question on any of his posts - https://bit.ly/3zlEnVb
Website - https://www.outlieraudio.com
Outlier Audio Instagram - https://www.instagram.com/outlieraudio/
Personal Instagram - https://www.instagram.com/spencercarpenter/
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This is a clip from my conversation with Ryan Alford on the Right About Now Podcast.
Effective follow-up is key, particularly with busy professionals. Here’s a quick insight:
🕒 Timing Matters: You’re never going to know when is the perfect time to follow up, just make sure you’re being patient. I usually wait at least a week for the first follow up and then 1-1.5 weeks for the second.
📧 Be Persistent: Don’t rely on a single follow-up. Issues like vacations or staff changes can delay responses. If unnoticed at first, try again.
💡 Know the Dynamics: Assistants’ approaches to reviewing pitches can vary. While some may examine each detail, others might quickly select a few due to high volumes.
Key takeaway: Persist with your follow-ups and strategically choose when to reach out. Effective timing can significantly impact the success of your communications.
Head over to Spencer's LinkedIn where you can submit a question on any of his posts - https://bit.ly/3zlEnVb
Website - https://www.outlieraudio.com
Outlier Audio Instagram - https://www.instagram.com/outlieraudio/
Personal Instagram - https://www.instagram.com/spencercarpenter/
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Q: I'm interested to hear more about getting more comfortable in impromptu speaking situations.
A: The best tip is to remember you’re just there to be you and it’s a 1-on-1 conversation
Feeling anxious about speaking on podcasts with limited experience? Here are some quick tips to boost your confidence:
🌟 Embrace Your Uniqueness: You were invited for your unique perspective. Just be yourself—that's irreplaceable.
🗣 It's Just a Conversation: Podcasts are usually one-on-one chats, not a live audience, making them less daunting.
🔄 Practice Makes Perfect: The more you participate, the more natural it feels. Each podcast helps refine your message and improve your delivery.
💡 Just Start: The key is to begin. With each session, speaking becomes easier, and your true personality emerges.
Remember, all experts started as beginners. Continuously putting yourself out there will enhance your speaking and communication skills.
Head over to Spencer's LinkedIn where you can submit a question on any of his posts - https://bit.ly/3zlEnVb
Website - https://www.outlieraudio.com
Outlier Audio Instagram - https://www.instagram.com/outlieraudio/
Personal Instagram - https://www.instagram.com/spencercarpenter/
- Visa fler
