What to Do When An Author's Podcast Pitch Isn't Working

by Patricia Durgin @PatriciaDurgin

No matter how dignified we are, holding our just-published book in our hands for the first time makes us squeal with glee, and rightly so. 

We’ve heard that the fastest way to “get the word out” is via interviews, so we visit social media groups and share our availability. Here’s where our momentum often stops cold. 

Our approach is, shall we say…lacking? Isn’t it enough to reveal that we’re ready to be interviewed? Uh, no. 

Recently I read a Facebook post by Max, “My book is hot off the presses! I’m ready to be interviewed. My topic is XYZ. I look forward to hearing from you.” That was his entire "pitch."

Experienced podcasters won’t reach out to Max, and he’ll never know why. 

Though he didn’t realize it, Max practiced passive marketing...an announcement to the world at large that he was available for interviews, expecting that same world to run to his door, eager to help him reach his goals. This is an easy trap for anyone.

The world isn't trying to help us reach our goals. They're busy trying to reach their own goals. They're on the lookout for guests who will help them.

We're wise to remember that hosts who interview us give us a GIFT…access to their audience. They’ve built that audience by serving them well, developing deep relationships and thus earning their listeners’ trust. Astute hosts do not take that trust lightly. 

The burden is on us to identify how we can help them serve their audience. 

3 Steps to Significantly Increase Your Pitch’s Odds

1. Make a list of 10-20 podcasts: Research podcasts that serve the same / similar audience as yours OR who discuss the same / similar topic as yours. Do they host guests? Who have they recently interviewed? How might you be able to add to that discussion by offering a deeper perspective, an opposing view, or different (yet still helpful) information? 

2. Analyze the podcast: Listen to 3-5 full episodes. Is the host well-prepared, or do they work off-the-cuff? Is their program live or recorded, and which fits your communication style best? Does the audience participate live? How long is the program, and do guests (you) stay on the entire time, or only for a segment? 

Do their guests teach the audience how to do something or is their book the primary topic? Do they allow guests to offer a Lead Magnet: a short, free resource the podcaster's audience will need to sign up for, thus growing your email list? 

You want to be knowledgeable about the program, the audience, and the host’s goals for the program. Is there a gap you can fill? Point that out...graciously. :)

Write a review for at least one episode, give it time to be published, take a screenshot of it and add that to your pitch email.

3. Write your pitch: Keep it short and on point. If you’re pitching via email, be clear. Podcast Guest Pitch is a great title. Bonus points for adding a value phrase or keywords. 

Have you met the host? Mention it and move on. 

Don't be vague. Tie your message into the program’s main topic. What can you add to the conversation, and how will your contribution benefit the audience? You’re there to help the podcast host serve his or her audience. How can you do that, specifically? 

Add your website and Media Kit links. If you’ve been interviewed before, add 2-3 of those links. This helps the podcaster know what to expect if they invite you. 

Be sure to ask to be interviewed. Surprisingly, not everyone does.

Above All, Keep Pitching! 

Repeat the steps above often. As potential hosts respond (not all will), make a note of their questions or comments.

Questions can mean you’ve left out information they want before deciding, or they’re intrigued and want to confirm you’ll be a good fit. Respond professionally, don’t over-promise, and if you’re not sure about something, simply say so. 

If their answer is “no,” decide whether to keep them on your list. Today’s “no” might mean “never,” but it could also be a "yes" tomorrow. If you sense you’re a natural fit but the host doesn’t see it yet, follow up without harassing them. They may have had a bad day when you originally contacted them. 

Podcasters are human, too, or so I’m told. :)

TWEETABLE

What to Do When An Author's Podcast Pitch Isn't Working, tips from @PatriciaDurgin on @EdieMelson (Click to Tweet)

Patricia Durgin loves clarity! It's her honor to serve Christian writers and speakers who are on fire for Jesus but who—whether beginners or advanced—lack the clarity to market their message beyond their family and friends. As a recognized marketing coach and strategist, Patricia serves via one-on-one and small group coaching, online courses, and a private Facebook group for Christian communicators. She contributes monthly columns to The Write Life, Almost an Author, and as of this article, The Write Conversation. Yay! 

Though Patricia's vision impaired, Jesus sends her on grand adventures across the country, all to serve Him. Don't worry...He sends the help she needs. One day that might be you! 

Connect with Patricia at MARKETERSONAMISSION.COM