How to build a profitable podcast.
In this post, Corey outlines five strategies to impress your podcasts guests... which is CRUCIALLY important if you're looking to build relationships with the people that you bring onto your show.
For the first time ever on the bCast blog... we welcome a guest!
It's a marketer I've been aware of and watching for a while... he ran growth at Baremetrics and now is going out on his own... I can't wait to see what he produces.
In this post, Corey outlines five strategies to impress your podcasts guests... which is CRUCIALLY important if you're looking to build relationships with the people that you bring onto your show.
Let's do this...
Why is growing your podcast audience so difficult?
Podcasts present a few unique challenges compared to other types of content:
Growing your podcast listenership is largely a grassroots effort — it’s dependent on word of mouth from loyal listeners.
But if you have guests on your show, you have a leg up on the rest because your guests can share your podcast with their audience. But you have to earn it.
And the best way to ensure that happens is that you make a great impression.
You have to stand out from the rest.
Let’s dig into five ways you can impress your guests when they come on your podcast.
Since most podcasters don’t do much (if any) research on their guest ahead of time, one sure-fire way to impress your guest is to show that you’ve really done your homework on them.
Not only will this help you produce a better podcast, it’ll also increase the chance that your guest will share the episode with their audience, refer you to other guests, and do a favor in the future.
It sounds simple, but this one small gesture can go a long way to making a lasting impression.
Here a few ways you can get to know your guest ahead of your time with them.
Dave Gerhardt knows a thing or two about podcasts. He’s behind the hit podcasts Tech In Boston, Seeking Wisdom, Ecommerce Marketing School, and B2B Marketing Leaders.
Here’s a sneak peek into how he uses Twitter to surface interesting content from his guests that he can ask about on his podcast.
Twitter’s advanced search makes it easy to filter by the number of likes (as shown here) as well as the number of retweets and any keyword or phrase.
Your guest might have a blog on their personal website, write on their business’s blog, or contribute to other blogs as well.
Using search operators in Google or a tool like Ahrefs allows you to find all content associated with a certain person.
For example, the query author:"Tim Soulo" with the Content Explorer feature enables you to find content authored by Ahrefs’ CMO Tim Soulo.
It’ll even show the popularity of each article so you can see which content struck a chord with the audience.
If the professional background of your guest is of any particular interest, their LinkedIn profile will come in handy.
Here, you can see a precise timeline of their jobs and involvements in different companies.
From their profile, you can also dig into their “Activity” to find what they’ve been posting about.
Listen Notes describes itself as a search engine for podcasts, which makes it easy to dig up past guest appearances your guest has made on other podcasts.
PodChaser also allows you to search for someone and pull up a curated list of their guest appearances in a special tab.
It doesn’t take more than listening to 1-2 other podcast appearances they've done to get familiar and pick out other topics and questions that'd be compelling to explore on your podcast.
Quora has become one of the most popular websites in the world with its unique Q&A nature.
If your guest is active on Quora, searching through their past answers might give you some good ideas for questions to ask since you can quite literally see how they would respond.
Entrepreneur and investor Jason Lemkin has answered over 3,600 questions, many of which are “off the beaten path” of what he might normally get asked about.
Once your guest has booked a time to record with you, you can send over a list of questions or topics to help them prepare.
Not only does this show your guest that you’re well-prepared and on top of your game, it also allows your guest to be able to deliver the best content they can for you.
You might send them an email like this a few days before you record:
Hey NAME — looking forward to our conversation.
I wanted to send over this list of topics we'll likely cover.
Topics to prep for:
Any questions before our recording?
Derek Sivers has an article called “I’m a Slow Thinker” where he talks about how he asks the host to send him questions months in advance when somebody invites him on a podcast.
Here’s why: “People say that your first reaction is the most honest, but I disagree. Your first reaction is usually outdated. Either it’s an answer you came up with long ago and now use instead of thinking, or it’s a knee-jerk emotional response to something in your past.”
He’s observed that his best answers come after he’s had some time to think about it from experience. He spends hours writing from different perspectives before choosing the most interesting answer. Then, once the recording begins, he tries to make his answers sound spontaneous.
Giving your guests time to prepare thoughts on questions and topics is guaranteed to impress, but it’s also a great way to make them more impressive to your listeners.
If you’re still scheduling recording sessions with guests by trading emails back and forth, it’s time to start using a scheduling tool that allows guests to book a time directly on your calendar.
But even then, scheduling links have become so ubiquitous that an unwritten taboo has developed. Like it or not, some people take offense to receiving a generic booking link.
So if you want to impress your guests (and avoid offense), get in the habit of personalizing your scheduling links.
With a scheduling tool like SavvyCal, you can generate personalized scheduling links for each and every guest with just a few clicks.
You can prefill your guest’s name and email address so that all it takes is two clicks to book a time with you.
For example, you can set up a personalized link with your guest that shows their avatar, their name in the meeting name, and even their name in the scheduling link.
If I wanted to record with Derrick, I could send him the link savvycal.com/corey/derrick and that way he knows it’s just for him.
You want to make the guest experience as seamless as possible. A guest should never feel confused. If they do, it’s your fault.
One way to take your guest booking process from a Motel 6 experience to a Ritz Carlton experience is to provide a “Guest Page” with essential details, such as contact and recording information.
Here’s an example of how podcaster David Perell provides all the most essential information to his guests pre-recording.
This way, his guests have everything they need before going live.
Some scheduling tools like SavvyCal even allow you to automatically send guests to a guest page after booking a recording time.
If your guest has recorded any audio locally on their end, do them a favor by providing a link to your Google Drive or Dropbox so they can upload it without any problems.
Audio files are large and not everyone has a good cloud storage solution. Asking your guest to send you their Drive or Dropbox link isn’t bad by any means, but it can be inconvenient. Make it easy on them and provide an easy way for them to upload directly to you.
Once you’ve scheduled the episode to publish, send your guest a quick note about which day they can expect it to go live. This way, when you send another message day-of with shareable links, they’re much more likely to amplify it and help you grow your audience.
If you want to stand out and make a great impression with your podcast guests:
Do these 5 things, and there’s no way your guests won’t share your podcast, refer you to other great guests, and do a favor in the future.
Corey is the Founder of Swipe Files and host of the Everything Is Marketing podcast. Previously he was Head of Growth at Baremetrics and has consulted with hundreds of startups on marketing.
