125 | How to get clients through podcast guesting - with Victoria Bennion

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If you've been wondering whether guest

podcasting is worth it for your business

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or how to actually turn interviews into

clients, then this episode is for you.

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I am so excited to be joined by

Victoria Bennion, who is the founder

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of the Best Guest podcast agency.

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We talk about how to use podcast

interviews to build your authority,

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reach your ideal client and grow your

business in a sustainable and quick way.

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This is gonna be one that you

re-listen to time and time

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again and take masses of notes.

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We cover everything from what you need

to think about prior to getting started.

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Exactly what shows to pitch on, how to

pitch, how to be a great guest, and how

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to maximize the opportunity by gaining

more connections, more people on your

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email list, and ultimately more sales.

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This is a strategy I've used myself and

that many of my clients have used too.

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So really excited to share

this conversation with you.

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Hi Victoria.

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I am so excited to be talking to

you today about how people can use

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podcast guesting to get clients.

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It's something that you've obviously

done for me, as a done for you service,

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which has been amazing and something

that I've talked to my clients about

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a lot as well because especially.

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Earlier on in your business when you

are still building your audience.

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It's such a great way of getting that

exposure, building your credibility,

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and getting in front of lots of people.

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So please do share a bit about yourself.

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Thank you so much for having me.

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Firstly, it's great to be able to

come on your podcast and chat again.

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I started pitching and booking

entrepreneurs, authors, and coaches

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as guests on podcasts back in 2019.

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Prior to that, I originally trained

as a journalist and I was working in

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marketing and communications, and I was

freelancing since I had my daughter.

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So 2019 was when I started, so

I remember I took this course to

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update my skills in marketing.

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I had a few clients at the time,

and particularly authors, and that

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was the course that I took what's

new in marketing for authors.

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And one of the modules in the course

talked about the power of podcasts,

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basically for getting the word out there

about your books, your services, and I

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talked a couple of the clients that I had

into trying it, and also I picked up a

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new client in the group and he'd written

a book and he really wanted to promote

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the book on podcast, but he said, I don't

have time to research pitch book myself.

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Can anyone do it for me?

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So I'd put my hand up.

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I could give it a go.

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So I went in not really knowing what

I was doing I would say not hugely.

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I got asked for, please

send over his one sheet.

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And I remember thinking,

what's a one sheet?

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So I was like madly Googling it.

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We did have a media kit, so we didn't

have nothing, but it was very much

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steep learning curve, I would say.

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So that was my background.

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That's where it all began.

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Yeah, I love that and I think

it's just the best way to learn.

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It's a bit like people say to

me, oh, what did you do before?

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Like some sort of marketing.

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I'm like, Nope, nothing to do with this.

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Everything I've learned is through

actually doing it and applying it

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to my own business, and I think

that's such a powerful thing.

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I.

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Yeah, that's true.

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You learn through what hosts

want and they tell you.

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So from that time as well as the

one sheet, it would be, Hmm, no,

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these topics are really generic.

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We need specific things that they

can talk about and, you know, and

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you learn to refine then what you

offer and what you put together.

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And even down to making sure that

our clients are prepared to be

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a guest on podcast, how can they

make the most of the opportunity?

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That's a huge one too.

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Yeah, totally.

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And leading me into the next question,

what do we need to do prior to even

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thinking about using this as a strategy?

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So the first thing that you want to

do is audit your online presence.

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Because when you picture podcast host.

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If they're considering having you

as a guest, they're gonna look you

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up on Google or you know, if you've

provided a one sheet, they're gonna

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click those links to your social media.

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So you want them to be sure that when

they click through, firstly, it's really

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apparent that you are who you say you are.

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So nice.

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Clear profile photo so

that there's no confusion.

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Maybe you've had a prior business or

something that isn't relevant anymore.

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It might add confusion.

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If you've said you are a coach, but

you've got an old business up there, they

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might think, is this the right Joanna?

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I'm not sure.

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And you don't want to create any

doubt in their mind because they

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don't know you and is that trust

is really important at this stage.

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So I would go through audit that first,

and also a lot of hosts are gonna want

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to connect with you on social media.

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So.

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Are you happy with your

social media accounts?

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I mean, you don't have to, but if they're

going to share your episode, you know,

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LinkedIn for example, just make sure

that it's something that represents you.

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There's any posts that

you think, not so much.

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You can always take

them down ahead of time.

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So that would be my first tip.

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Yes, I love it.

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I'm wondering whether to jump straight to

how do you know what podcast to pitch to?

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But I'm also feeling like there's that

part in the way of people thinking,

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who am I to pitch on a podcast?

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So shall we deal with that one next?

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Prior to the pitching, all the thoughts

and feelings that may come up for you.

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Yes, yes.

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It can feel really nerve wracking . I used

to think of it as public speaking and that

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wasn't something I was comfortable with.

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So I can go back and think, well, I

don't think I wanna be on a podcast.

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But actually it's helpful to

reframe that thought to, it's

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a one-on-one conversation.

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And if you're a coach, you do

that with your clients anyway.

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You're having these one-on-one

conversations, so you're just gonna have

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that one-on-one conversation and shut

out whoever else you might listen to it

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down the line when it's put out there.

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That can be a really helpful

way to deal with those nerves.

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In terms of thinking that

maybe, you know, who's gonna

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want to hear me on the podcast?

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Well.

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You are an expert in what you do firstly.

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You are coaching people, you are running a

business, so you do have things to offer.

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Those things that you are, you're

coaching your clients, they're

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useful for other people to hear.

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It can be really helpful to think of

being a voice, not the voice, but a

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voice contributing to the conversation.

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So you don't have to be like the

coach, but you are allowed to have

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a voice and represent what you

do and add to the conversation.

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I'm sure you can add value.

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So that can be a helpful

way of framing it.

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Yes and tell me more about the

benefits of taking this step.

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There are so many benefits.

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We don't always realize it.

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At the beginning when I started pitching,

I didn't realize for my clients, I,

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we can think of it as more in the

lines of traditional media where you

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get your article in the paper and you

reach as many people as possible, but

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actually through the strategy of being

a guest, there are lots more benefits.

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So yes, you get to get in front of your

ideal audience, but podcasts are niche.

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There's a lot of niche shows out

there, so you don't need to be on Joe

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Rogan, Oprah, Steven Bartlett's, diary

of a CEO to impact your business.

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One of our clients always talks about.

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Is it fame you want or fortune?

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So if this is a great strategy

to be building your business,

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so you look for aligned shows.

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So say we even get in front of

a hundred people, but they are

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interested in what you have to say.

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They are potentially your ideal clients.

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That can be really valuable in itself, so

it can bring you leads into your business.

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That's, that's a, a benefit.

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You get to network with hosts

and sometimes the hosts, they

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can be your ideal client.

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Or you can collaborate with them further.

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We see this all the time.

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Um, with the clients that we book.

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I had a client and she did a podcast

interview and then she said, oh,

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I'm going to go and speak to their

membership and deliver a talk and

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I know they've gone on and done

summits together and things like that.

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So it can be just a great way to

find somebody to collaborate with.

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Tap into that audience.

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If you are looking for more speaking

engagements, it can be a great way

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to show off your speaking skills.

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I know some of our clients,

that's one of their aims.

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If you're new in your business and you

are looking just to be more visible as

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well as being on the podcast is gonna

help you get in front of the audience.

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Hosts often have, social media followings,

they have newsletter lists, which

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might be much larger than the number of

downloads that they have, for example,

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so you can reach this wider audience.

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In terms of the visibility,

it gives you fresh content.

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So as well as the visibility with

new audiences, you can help your

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visibility with your own audience.

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So sharing the content

that you've been on.

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And it can take that headache away.

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You know, sometimes it's

like, what am I gonna post?

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What can I say?

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And it might be that hosts ask you

something, in a different way and

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that gets a different answer from you.

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It could be great posts for social, the

media that you can share or blog posts.

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Something for your newsletter.

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And sEO benefits are huge for podcasts,

so you are usually gonna get a link in

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the show notes or from the host's website.

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It's gonna point back to your website

and that's gonna help raise you and

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they're gonna come up more in search.

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So I feel like I'm going on and on.

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There are so many benefits.

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Yeah.

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Yeah.

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I think you've listed all of the ones

that I was keen on when I started

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this strategy in my own business.

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So, yes.

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Nailed it.

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And if someone's thinking, okay,

you've convinced me, I would like

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try and start thinking about this.

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Where should they start?

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Yeah.

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So be clear on what your goals are.

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So what do you want podcasts

to help you achieve?

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So we've talked about some of the

benefits, but it's good for you to

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have that in mind before you start

doing your research into which shows

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might be the right fit for you.

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Once you've thought through

that, think through what it

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is that you could talk about.

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We do have some free tools, which I'll

give you the link to a landing page

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that will help you with some questions

that you can think through to come

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up with what topics and questions

you could talk about on a podcast.

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'cause you want those to align

with what your goals are,

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where you're pointing people.

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I would say do a little bit of

that work first, and then you can

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start researching podcasts and

come up with a really long list.

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So say your goal is, you think, I'm gonna

try and get on 10 podcasts this year.

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I would suggest you come up

with a list of about a hundred.

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I know that seems a lot, but hosts

are often booked up or you don't

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know what their priorities are, what

they're focusing on, what topics.

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So you have a nice long

list at the beginning.

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Then you can just work through that.

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In terms of where you find them.

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There's, there's a lot of places to start.

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So you could start by thinking

about your own network.

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Who do you know that might have a podcast?

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And if you are nervous, and this is

completely new to, you've not done

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one before, you might want to not

think through the strategy too much,

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but if you've got a friend who's

got a podcast that might have you

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on or, there are lots of Facebook

groups that advertise for guests.

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Find a guest, be a guest.

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You can use that hashtag, to have a

look and see, but just get started.

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'cause once you've done a couple,

you won't feel so nervous.

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And then you can really focus on the

strategy of getting on the right shows.

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Once you know what you can talk

about, so when you're looking, that

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can help you assess if a show is

gonna be the right fit for you.

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So you can look on Apple.

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It depends who you help.

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So what are your clients listening to?

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So that's a good place to start.

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What could they be

listening to or who else?

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Is talking to the people

that you want to talk about.

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It's not always on the nose.

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Bang on.

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So say I say I want to talk

about being a podcast guest.

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I don't necessarily have to pitch the

podcast that just talk about podcasting.

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It might be that the people that I

want to connect with might be listening

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to marketing podcasts more generally.

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They might be thinking, well,

I want to grow my business, but

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maybe they've not heard of being

a guest on podcasts as a strategy.

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I've worked with coaches and they've

identified in the past, you know,

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my clients are quite high end.

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They're into yoga, they're into lifestyle.

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maybe an episode would fit

with me on a show like that.

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So you can go a bit broader in your

thinking when you're creating the list.

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Yeah.

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Love that idea.

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I think a thing my clients have

said to me a lot when I've talked

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to them about this strategy is how

do you even find smaller podcasts?

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'cause obviously we'll all know the

diary of CEO or Mel Robbins or all these

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ones, and obviously they're probably

not going to take us on their podcast.

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So how do you even find podcasts

that are the sort of level

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that you personally are at?

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Hmm.

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So as I mentioned there, there

are other Facebook groups, but

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they can get a bit overwhelming.

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You can think about somebody who's

in your niche that you might know

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or somebody who's talking to the

people that you would like to talk

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to, they would be your ideal clients.

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So again, as we talked about, it might

not necessarily be in the same industry

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directly, but you can Google that

person with the name podcasts and see

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what comes up because that can be a

good way to start making a long list.

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That it will often show

up what they've been on.

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And from there you can start to

delve into those podcasts a bit more.

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There's a great search

engine called Listen Notes.

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So they have a free subscription

you can search on there.

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So you could search for the name of

the person, you could search for the

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topic that you want to talk about.

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You could search, you know,

coaching podcasts, all.

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But so wide, what you can do there.

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So they're good places to start.

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Google, roundup lists as well.

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I'm just gonna use coaching.

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It could be a different industry,

but you know, best coaching podcast,

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best Dental Podcasts, and see if

you can get a roundup list off that.

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There's also a website called

Owl Tail, so o wl like the Owl,

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and then tail, TAIL, and you can

search that for podcasts as well.

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If you know somebody in the industry

who might have been on some shows, and

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you shouldn't always assume that just

because maybe they've got quite a big

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platform this person, I'd still look them

up because a lot of entrepreneurs make

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podcast guesting part of their strategy.

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So you'll find a lot of them.

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They won't just be on diary of a CEO,

they might be on diary of a CEO, but

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they might do the small podcast too.

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John Lee Dumas talks about, oh, I

can't remember how many podcasts

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he's been on, but he made it

such a part of his strategy.

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Denise Duffield Thomas has been

on an awful lot of podcasts again.

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Small to large so you

can still get some ideas.

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Yeah.

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Love it.

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Actually, somebody pitched me the

other day that has been a guest

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on Amy Porterfield's podcast and

I was like, oh my gosh, she's

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been on Amy Porterfield's podcast?

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Yes, it is a good demonstration

if it's part of the strategy.

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It's that thing about, it's a lot of

entrepreneurs, coaches, authors realize

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the value of giving half an hour to an

hour of their time to talk to a, in a

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really aligned audience, be that, you

know, sort of a hundred people to a

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thousand people or beyond it's ways they

bring in leads and, because I think.

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There's that something we didn't

talk about is it's such, an intimate

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medium where someone has you in

their ears or they're driving along

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and they're listening to you and

they get a sense of who you are.

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So it really helps with that connection,

which I know a lot of our clients say

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can really help with the sales process.

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I had a coach who'd written a book and

she said, actually somebody said pretty

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much that she sent in an inquiry and

said, I heard you on this, and I was

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just interested to work with you, I

liked what you said about so and so.

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I had one, one coach who said she,

she really liked cats and the, and

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the person wanted to be a client.

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She said, I knew you were my

kind of person because you

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like cats and I like cats.

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And it's that, it gives you that

opportunity to showcase different

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parts of yourself, doesn't it?

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: 00:16:38

And it's, and it's an asset.

310

: 00:16:40

So once you've recorded

that podcast, it's there.

311

: 00:16:42

So it can be found months or years

down the line after you've done it.

312

: 00:16:47

Oh, I love that.

313

: 00:16:47

The different sides of you.

314

: 00:16:49

Having my own podcast certainly has

been, a game changer in people really

315

: 00:16:54

feeling like they get to know you.

316

: 00:16:56

But actually, even when I was

interviewed on podcasts, I was

317

: 00:16:59

expecting less of that because you

are so focused on giving value.

318

: 00:17:04

It was really interesting as to how much

I shared that was very different from the

319

: 00:17:09

stuff I share on my own podcast because

it was prompted by questions that I hadn't

320

: 00:17:13

obviously prepared or thought through.

321

: 00:17:15

So like you say, actually, whether it's

your own podcast or whether it's a podcast

322

: 00:17:20

you're actually speaking on, people will

start to see different sides of you.

323

: 00:17:24

Yeah, definitely.

324

: 00:17:25

It can just help them decide if you

are that the right person for them.

325

: 00:17:28

I think you can shortcut that.

326

: 00:17:30

Whereas if they're coming to you cold

and they don't know you , I think when

327

: 00:17:33

they know you, like they say they listen

to your podcast or they've heard you

328

: 00:17:36

wanna a podcast, and then sometimes

that next step is that they think,

329

: 00:17:40

oh, I'm gonna know more about Joanna.

330

: 00:17:41

I'm going to sign up to her newsletter, or

I'm gonna listen to her podcast and then

331

: 00:17:47

they get those more, more touch points.

332

: 00:17:50

And so when they actually do decide

to get on a call with you, you

333

: 00:17:54

don't have to do all that kind of

work 'cause you've already done it.

334

: 00:17:57

Yeah, totally.

335

: 00:17:59

Okay.

336

: 00:17:59

So we now know why we

want to use this strategy.

337

: 00:18:02

We know how to get started in researching.

338

: 00:18:05

How do we create a great pitch that might

make it more likely, they'll say yes.

339

: 00:18:10

Okay, so host are inundated with pitches,

but doesn't mean you shouldn't pitch.

340

: 00:18:15

You definitely should.

341

: 00:18:16

You just need to think, think it

through, particularly at the moment.

342

: 00:18:19

We have a, a podcast, that

runs alongside the business

343

: 00:18:22

and I get a lot of AI pitches.

344

: 00:18:24

I dunno if you do Joanna.

345

: 00:18:27

So.

346

: 00:18:28

I think it's also a good

opportunity to stand out.

347

: 00:18:31

So firstly, I always say, listen to

the podcast, be familiar with it.

348

: 00:18:35

You're going to want to do that because

you want to know if it's a show that you

349

: 00:18:39

want to be on, if the host is someone you

can picture having a conversation with.

350

: 00:18:44

So listen to it and then.

351

: 00:18:47

So I think it's nice to let the host

know if there's something that you

352

: 00:18:50

connected with and put that in your pitch.

353

: 00:18:52

What did you like about

what you listened to?

354

: 00:18:55

And don't shortcut that because

it can be obvious if you just

355

: 00:18:58

pinched it out the show notes.

356

: 00:19:00

So do take the time to listen.

357

: 00:19:02

If you don't connect with anything and

you listen to a couple of episodes, it

358

: 00:19:06

can be a good indicator that it's not

the right show for you to to be on.

359

: 00:19:09

So that's also helpful.

360

: 00:19:11

Yeah.

361

: 00:19:12

Say a little bit about yourself.

362

: 00:19:14

It doesn't need to be lots, particularly

if you're gonna put together a one

363

: 00:19:18

sheet to go out with your pictures.

364

: 00:19:20

We do have a free template for that

if anybody wants to put together their

365

: 00:19:24

own one sheet and doesn't have one.

366

: 00:19:25

But basically on a one sheet,

you can put your biography.

367

: 00:19:29

Um, sort of three to five

topics that you can talk about.

368

: 00:19:31

You can also include questions if

you choose places that the host

369

: 00:19:36

can, you know, look you up on

social media, connect with you.

370

: 00:19:39

So you are already sending that, I'm

gonna assume alongside your pitch.

371

: 00:19:43

So your pitch doesn't

have to include all that.

372

: 00:19:45

So a little bit about yourself

and then what you can talk about.

373

: 00:19:49

It could be when you look through

the episodes that you think, oh,

374

: 00:19:52

Joanna did an episode on this.

375

: 00:19:55

I could talk sort of further on

that conversation, or they missed.

376

: 00:19:58

That I see a gap here that I could

talk about and just outline it.

377

: 00:20:02

Do that work for the host, make

it easy for them to say yes.

378

: 00:20:06

So as specific as you can

as well, with the topics.

379

: 00:20:10

So rather than just two words,

like I can talk about coaching.

380

: 00:20:15

It needs to be a lot

more specific about that.

381

: 00:20:17

In in what way?

382

: 00:20:18

And, you know, why are you

different from Sally down the road?

383

: 00:20:22

You'd want them to say, oh yeah,

I definitely want this person

384

: 00:20:24

who's pitched me rather than.

385

: 00:20:26

Then this person, 'cause

we could go in this angle.

386

: 00:20:29

If you've done any speaking or if you've

been on any podcast, you can include that.

387

: 00:20:34

Or another thing that we'll often do is

include, so it will include a link to the

388

: 00:20:38

one sheet, but also a link to a media kit.

389

: 00:20:41

And in that media kit folder

we might pull in some examples

390

: 00:20:44

of our client speaking 'cause.

391

: 00:20:47

That gives a host an idea of, well,

what you sound like and if they feel

392

: 00:20:50

it'll be a good, a good fit that way.

393

: 00:20:52

So you can always mention that or

include a link if you've got one.

394

: 00:20:55

But it's okay if you haven't.

395

: 00:20:56

If you're right at the beginning, it

is okay if you haven't, and then you

396

: 00:21:01

can say how you'll share the show.

397

: 00:21:03

So all hosts are looking

to grow their show.

398

: 00:21:05

They're putting in a lot of work.

399

: 00:21:07

So they want to know about the value

really, that you're going to add.

400

: 00:21:12

And if you can amplify, if you're

gonna be able to share this episode,

401

: 00:21:15

you're gonna share it with your list.

402

: 00:21:17

If you do have, any sizable following

on social media, you can include that.

403

: 00:21:22

But again, if you don't, that's also okay.

404

: 00:21:24

It shouldn't put you off because

not all hosts are looking for that.

405

: 00:21:28

You know, like people, they vary.

406

: 00:21:31

Totally.

407

: 00:21:32

It's so rare for people to make a

special effort and actually be specific.

408

: 00:21:38

I'm absolutely gobsmacked at how few

podcast pitches I've had from people

409

: 00:21:44

that have ever listened to the show.

410

: 00:21:46

Mostly they start with I am a

whatever and I can add value to your

411

: 00:21:53

show by X, Y, Z, and unless that

is particularly outstanding, then.

412

: 00:22:01

Then they've lost me.

413

: 00:22:02

'cause I'm like, this is just so generic.

414

: 00:22:04

Why would I accept you?

415

: 00:22:06

Unless, as I say, they've got

an amazing title that I can

416

: 00:22:09

straightaway see would add value.

417

: 00:22:12

Yeah, you need to put yourself in the

host's shoes when they're receiving it

418

: 00:22:16

and think that yours is gonna be one in,

could be 50, I don't know, depending on

419

: 00:22:20

the show that that they're gonna receive.

420

: 00:22:22

So it actually isn't that hard to

stand out from all the bad ones.

421

: 00:22:27

It's crazy, isn't it?

422

: 00:22:28

Exactly.

423

: 00:22:29

If you just try a little bit, it,

you can really, really stand out.

424

: 00:22:33

Okay, so now we have pitched, and now

perhaps we are ready to go on our podcast.

425

: 00:22:39

How can we be a great podcast guest?

426

: 00:22:43

Okay.

427

: 00:22:44

So, be prepared in terms of, as we've

talked about listening to the show.

428

: 00:22:50

So be familiar with

the show and the style.

429

: 00:22:54

Know what's the platform that the

host is going to use and make sure

430

: 00:22:57

that you know how to use the platform.

431

: 00:22:59

'cause they vary little bit.

432

: 00:23:01

Ask if it's audio or video because

you don't wanna assume it's audio.

433

: 00:23:06

Particularly now with so many

podcasts being video as well.

434

: 00:23:09

And then, you know, you find you've

got your clothes line up behind

435

: 00:23:12

you or wet hair or something.

436

: 00:23:14

So know those things that will make

you look professional to start.

437

: 00:23:17

Send the host anything that they

ask for as quickly as you can.

438

: 00:23:23

And also, if the host gives

you a calendar link to book in

439

: 00:23:26

book that quickly, don't wait.

440

: 00:23:28

Because slots can go quickly and

you can give the impression that

441

: 00:23:32

you're maybe not interested.

442

: 00:23:33

So all these things, if you do them in

advance, you are already setting that good

443

: 00:23:37

first impression before you even turn up.

444

: 00:23:42

Then preparing to actually

be a good guest on the show.

445

: 00:23:46

So we've talked about thinking

about the topics that you can

446

: 00:23:49

talk about, so that's good.

447

: 00:23:51

Have those in your mind.

448

: 00:23:52

Some hosts will give you advanced

questions, but most won't, so don't

449

: 00:23:57

go thinking that you're going to get a

script that you can, you can prepare for.

450

: 00:24:02

Approach it as it's going

to be a conversation.

451

: 00:24:05

And it can be handy to have some

facts and figures to share, if that's

452

: 00:24:10

makes sense for what you talk about.

453

: 00:24:12

But essentially, I would

say stories, they're a great

454

: 00:24:15

way to connect with people.

455

: 00:24:17

People remember stories.

456

: 00:24:19

So.

457

: 00:24:20

If you go through your topics, you

might wanna think through, okay, what

458

: 00:24:23

do I what, almost three bullets maybe

that I want to say about this, and

459

: 00:24:27

can I illustrate them with a story

or can I illustrate 'em with a fact?

460

: 00:24:31

But I like the story I.

461

: 00:24:33

And go with the intention of adding value.

462

: 00:24:36

So making this useful

to whoever's listening.

463

: 00:24:39

So not more like, you must come

and work with me and then I'll tell

464

: 00:24:43

you, or you know, you need to buy

my book 'cause it's all in there.

465

: 00:24:47

But so try to make it a really valuable

episode for whoever's listening, because

466

: 00:24:51

then they'll want to connect with you.

467

: 00:24:53

So that's another way to be a great

guest and hosts will appreciate that too.

468

: 00:24:58

If you can mention an episode that

you've listened to before, sometimes a

469

: 00:25:02

host likes that and create connection.

470

: 00:25:05

So use the host's name, like, yeah,

thank you for having me, Joanna.

471

: 00:25:08

And, you know, know the

show that you are on.

472

: 00:25:12

You can always mention

that as you go along.

473

: 00:25:14

And.

474

: 00:25:16

Share the show when it goes live.

475

: 00:25:18

That's a way to be a great guest too,

as the host will appreciate that.

476

: 00:25:22

Yeah, totally.

477

: 00:25:23

And also I think having

a great microphone.

478

: 00:25:26

Oh, equipment.

479

: 00:25:27

Yeah.

480

: 00:25:27

It doesn't have to cost much.

481

: 00:25:29

A microphone does it, but it

makes such a huge difference.

482

: 00:25:32

Yeah, a hundred percent.

483

: 00:25:33

So, check your space that you're in.

484

: 00:25:35

You can do the clap test if for an echo.

485

: 00:25:37

If it's too echoey, you can either

try a different room or adding some

486

: 00:25:42

cushions around you dove covers,

just to make the sound good.

487

: 00:25:46

As Joanna said.

488

: 00:25:47

Get yourself an external microphone.

489

: 00:25:49

It really is an important investment

if you're going to be a guest, because

490

: 00:25:53

you don't wanna invest the time in this

strategy and find that your audio sounds

491

: 00:25:58

so bad that the host can't use it.

492

: 00:26:00

And I, early on, I did come across

that with clients, the audio was too

493

: 00:26:04

bad and that it couldn't be used.

494

: 00:26:06

And sometimes a host won't

have time to rerecord with you.

495

: 00:26:08

So.

496

: 00:26:09

Get yourself an external microphone.

497

: 00:26:12

There are dynamic microphones and

there are condenser microphones.

498

: 00:26:15

So it depends on your environment.

499

: 00:26:17

I know the audio consultant that we

work with, Zach, he usually recommends

500

: 00:26:21

a dynamic microphone 'cause that's gonna

pick up the sound of your voice and

501

: 00:26:25

not so much of that background noise.

502

: 00:26:28

So that's something to consider,

but they're usually under

503

: 00:26:30

a hundred pounds On Amazon.

504

: 00:26:32

You can, you can get something and

wear headphones or at least earphones

505

: 00:26:36

because even if it sounds okay to you

when you're talking to the host, it

506

: 00:26:41

often won't when they come to edit it.

507

: 00:26:44

It's, it picks it up and you get that

bleed and, yeah, so that's not good.

508

: 00:26:48

And with so many, podcasts having

an sort of visual element, I'd also

509

: 00:26:53

suggest a webcam just, just to get one.

510

: 00:26:55

I mean, I only have a Logitech.

511

: 00:26:57

, Again, under a hundred pounds.

512

: 00:26:59

Get yourself a ring light.

513

: 00:27:01

Some basic equipment, but again, it

doesn't have to be expensive equipment.

514

: 00:27:05

And, then you know that when you

show up you're gonna sound and look

515

: 00:27:08

good and that's never gonna be a

reason for it not to translate well.

516

: 00:27:14

Yeah, and it's actually great for your

coaching as well because I often speak

517

: 00:27:18

to maybe newer clients and I just

think, how do you ever have a coaching

518

: 00:27:22

conversation because it's really hard to

hear them, which isn't great when you're

519

: 00:27:27

having a coaching conversation either.

520

: 00:27:28

So I think it's great for your

business, but also, working

521

: 00:27:32

in your business as well.

522

: 00:27:34

Yeah, absolutely.

523

: 00:27:35

Just get it to start with because

also, as we talked about, you

524

: 00:27:38

might find that you get further

opportunities to speak on online.

525

: 00:27:42

It could be you've invited to summits.

526

: 00:27:44

Once you start getting more visible

and then you've just got everything.

527

: 00:27:47

Yeah, totally.

528

: 00:27:50

And are there any ways of maximizing sales

from your conversation without, of course,

529

: 00:27:55

being overly salesy on the podcast?

530

: 00:27:58

Yeah, so it's definitely not

a good idea to be over salesy.

531

: 00:28:02

Hosts don't like that, and it's a

bit of a turn off for listeners.

532

: 00:28:05

I think it's worth saying because

I don't know that people always.

533

: 00:28:08

Understand the best way

to sell on a podcast.

534

: 00:28:12

So the ways we've talked about

are really, really important.

535

: 00:28:15

So if you're going to show up,

you're gonna add value, you're

536

: 00:28:18

going to, as a coach, you know,

it's quite a good opportunity.

537

: 00:28:21

I know clients who will

demonstrate a little bit on the

538

: 00:28:24

host, if that's appropriate.

539

: 00:28:25

You could always showcase

your skills a little bit.

540

: 00:28:28

You're gonna share stories, some of those

stories might be examples of how you've

541

: 00:28:32

worked with clients and maybe people can

picture working with you or the kind of

542

: 00:28:36

results that you can help them achieve.

543

: 00:28:39

That can be really helpful.

544

: 00:28:41

So we talked about your goals.

545

: 00:28:42

So what your goals are gonna

help inform is your call to

546

: 00:28:46

action at the end of the podcast.

547

: 00:28:48

So when the host says, where

can listeners go to connect with

548

: 00:28:51

you or words to that effect.

549

: 00:28:53

This is really important part.

550

: 00:28:55

I mean, you can make it simple.

551

: 00:28:56

It can be your website.

552

: 00:28:58

It's not ideal to give lots

of information at that point.

553

: 00:29:02

So if you say you've got different

handles on Instagram, Facebook if

554

: 00:29:06

you list them off and give them too

much because they could be driving

555

: 00:29:09

or jogging or not have a pen to hand.

556

: 00:29:12

So if you can make that memorable, but

it could be that you know, I've had

557

: 00:29:17

clients who send listeners to a free call.

558

: 00:29:21

That can be an option.

559

: 00:29:22

It depends if you are at the start

of your journey, your business,

560

: 00:29:26

and for you, getting calls where

you can have a further conversation

561

: 00:29:30

with people would be a good thing.

562

: 00:29:32

You're not too busy.

563

: 00:29:33

That can be a great offer.

564

: 00:29:35

So you could make that

your call to action.

565

: 00:29:37

Wherever you send people,

make sure it's free.

566

: 00:29:40

On that next step.

567

: 00:29:41

'cause you, ideally, some people

will hear you and they'll be ready

568

: 00:29:45

to work with you, but a lot won't.

569

: 00:29:47

But they still might want to

connect with you and you might

570

: 00:29:50

be right for them down the line.

571

: 00:29:51

So send them somewhere that

you're gonna nurture them.

572

: 00:29:54

So maybe you have a newsletter,

perhaps you have a lead magnet

573

: 00:29:57

you can talk about in that call to

action and get them onto your list.

574

: 00:30:01

Or you could say, you know,

DM me on Instagram if that's

575

: 00:30:04

why you're really active.

576

: 00:30:05

And say this word or say you heard me on.

577

: 00:30:09

Women in the coaching arena,

podcast and we can have a chat.

578

: 00:30:13

Or connect with me on

LinkedIn or something.

579

: 00:30:15

Something that I find quite

good is a landing page where you

580

: 00:30:19

can put your, if you've got any

offers, you can pop them on there.

581

: 00:30:23

You can put the different ways to

connect on all your social media.

582

: 00:30:26

It can be a good way to test out what's

resonating with audiences as well.

583

: 00:30:30

That can be.

584

: 00:30:31

A good call to action.

585

: 00:30:33

They're all quite good ways that

you can see results from podcasting.

586

: 00:30:38

Yeah.

587

: 00:30:38

Love it.

588

: 00:30:38

Gosh, thank you so much Victoria.

589

: 00:30:40

This is unbelievable.

590

: 00:30:41

So, shall we think now about

common mistakes people might make?

591

: 00:30:45

We've probably covered loads, but

is there anything else we've missed?

592

: 00:30:48

Yeah, so when you're pitching podcasts

and then say you're getting the yeses

593

: 00:30:53

come in, hosts might be in different time

zones, so you need to think that through

594

: 00:30:58

how that's gonna fit with your lifestyle.

595

: 00:31:01

But you might wanna think about

that before you do the pitching.

596

: 00:31:04

But for example, I've been aware

of people who, they get the yes.

597

: 00:31:09

And then they say, but I

only wanna do half an hour.

598

: 00:31:11

I don't have an hour to spend

or to be on that interview.

599

: 00:31:14

Or, I'm not actually free for four

months, so, I'll let you know.

600

: 00:31:19

So that's gonna be the fastest

way to lose the booking.

601

: 00:31:22

So you want to be as polite and as

amiable you can with your schedule

602

: 00:31:26

once you start pitching them.

603

: 00:31:28

'Cause just be aware that it's, it's very

much on the host and you don't wanna.

604

: 00:31:32

Upset them at the outset.

605

: 00:31:34

Being late to your podcast, that's

not always, that's not a good look.

606

: 00:31:38

So, on time means early, we've

talked about the equipment.

607

: 00:31:43

Don't show up and sell.

608

: 00:31:44

They're, that's a

massive, massive mistake.

609

: 00:31:47

So particularly I've seen with

authors, we've probably all heard

610

: 00:31:51

the interviews where it's like, buy

my book, buy my book, buy my book.

611

: 00:31:56

And then I've certainly seen

host, you know, say, I can't

612

: 00:32:00

put this out to my audience.

613

: 00:32:02

Yeah.

614

: 00:32:03

So you've got to weave those things in.

615

: 00:32:05

Be a good communicator, really.

616

: 00:32:07

So anything the host asks for,

make sure you provide and I

617

: 00:32:11

think they're the main ones.

618

: 00:32:13

Yeah, totally.

619

: 00:32:14

I can't think of any others either.

620

: 00:32:17

And so you mentioned you have

resources to help people to do this.

621

: 00:32:21

Tell me more about where they

can find you and your resources.

622

: 00:32:24

Sure we have a free podcast, guesting

starter kit that we've put together.

623

: 00:32:30

So if this is a strategy that you're

thinking about, this has got, tips of the

624

: 00:32:34

things that we've gone through, really.

625

: 00:32:36

Where do you find podcasts?

626

: 00:32:37

What are you looking for?

627

: 00:32:39

I mean, something we haven't

touched on too much is how do

628

: 00:32:41

you assess if it's the right fit?

629

: 00:32:42

So there's some tips in there.

630

: 00:32:44

There's a one sheet template in

Canva, so if you're gonna put your

631

: 00:32:47

own together, you can access that.

632

: 00:32:49

And some of the helpful, tips being a

great guest and things like that, but I've

633

: 00:32:54

put that and ways we can connect onto a

landing page, which is you can find at

634

: 00:32:59

https://thebestpodcastguest.co.uk/coaching-arena/,

635

: 00:33:08

and then it's all on there.

636

: 00:33:09

There's also a limited number of, guesting

strategy sessions on there, so if this

637

: 00:33:14

is something that you are interested

in doing and you'd like a chat further,

638

: 00:33:18

you can connect with me there as well.

639

: 00:33:20

Love it.

640

: 00:33:21

Thanks Victoria.

641

: 00:33:22

Yes.

642

: 00:33:22

I obviously used your services and

your, one sheet and all of that, and

643

: 00:33:26

it was brilliant and I remembered

earlier now you were talking about

644

: 00:33:30

being available on their time zones.

645

: 00:33:32

So I think nearly all of mine

were US time zones, but I just

646

: 00:33:37

made available all my evenings.

647

: 00:33:39

So I remember saying to you, my gosh, I'll

be glad when this stint is over 'cause

648

: 00:33:43

I had made it my project for quarter

one, so I was doing lots of evenings

649

: 00:33:47

while the kids were in the other room.

650

: 00:33:49

And that's what you have to do

when you want to use this strategy.

651

: 00:33:53

Yeah, and it's worth bearing in mind

that a lot of shows are in America.

652

: 00:33:57

So, you just have to bear that

in mind if you're doing it.

653

: 00:34:00

And I know we once had a client in

Australia, and I know she, oh gosh, she

654

: 00:34:05

was up at all funny times trying to do

her interviews very early mornings, often.

655

: 00:34:10

Yeah, totally.

656

: 00:34:11

So if you are talking to the person who

is wanting to use this strategy, what

657

: 00:34:17

is the first step they should take?

658

: 00:34:20

So do what we said.

659

: 00:34:22

First step audit, that online presence.

660

: 00:34:25

And yeah, just get started.

661

: 00:34:27

Just get started with the steps.

662

: 00:34:29

If you work your way through

that, that's got lots of the

663

: 00:34:31

preparation that you need to do.

664

: 00:34:34

Thinking through the topics that you can

talk about, putting together your one

665

: 00:34:37

sheet, your bios, get all that information

set first before you then start pitching.

666

: 00:34:44

Yes.

667

: 00:34:44

Love it.

668

: 00:34:45

And if people like me have been wanting

to do this for ages and they've got

669

: 00:34:50

all your starter kit and all of the

things and they're just not prioritizing

670

: 00:34:54

doing it, tell us more about how you

work with people to make this happen.

671

: 00:34:59

I.

672

: 00:34:59

Okay, so our main way of working

with people at the moment is

673

: 00:35:02

our done for you service, which

we work with you and Joanna.

674

: 00:35:05

So if it's something that's been on your

list and you just can't find time because

675

: 00:35:09

you're running your coaching business and

you just want the bookings put into your

676

: 00:35:13

calendar, then yeah, that's how we help.

677

: 00:35:16

We work on guaranteed bookings, so

our general packages are we guarantee

678

: 00:35:21

six bookings or 12 bookings, and

it's quite a supportive package.

679

: 00:35:24

So if you are new to this, then it

includes a session with a speech coach.

680

: 00:35:30

It includes an audio consultation

where you've got the support to get

681

: 00:35:33

the equipment you need and to check

your space is right for recording.

682

: 00:35:38

We can help you with topics, questions,

putting together your biography,

683

: 00:35:42

all the assets that you need.

684

: 00:35:44

We'll help collate at the beginning,

and then we go out and we research

685

: 00:35:48

that list of shows for your approval.

686

: 00:35:51

And then we get pitching and booking

them into your calendar and following

687

: 00:35:55

up with hosts and making sure.

688

: 00:35:57

Again, they have everything they

need, the air dates, you get the

689

: 00:36:00

files if you need them to repurpose.

690

: 00:36:02

So it's a very complete service

for anyone who just wants it done.

691

: 00:36:07

Yeah, totally.

692

: 00:36:08

I loved the fact that I didn't

personally have to have the rejection.

693

: 00:36:14

I know that sounds crazy, but I

couldn't bear sending those emails

694

: 00:36:19

thinking what if they don't reply?

695

: 00:36:21

Like all of the fear comes up personally

for me when I pitch something.

696

: 00:36:27

And so I loved the way that we just

got this list and I was like, okay.

697

: 00:36:32

Yep.

698

: 00:36:33

Go for it.

699

: 00:36:34

And I still felt all of the fear, but I

didn't have to have a hundred rejections,

700

: 00:36:39

which I probably would've personally felt

if I'd have hit go on a hundred emails.

701

: 00:36:45

So for me, that was why eventually

I thought, you know what?

702

: 00:36:48

I can't keep having this on the list.

703

: 00:36:50

I've obviously got some emotional

fear of rejection in the way.

704

: 00:36:55

I just want it done.

705

: 00:36:56

So whilst we can have all of the practical

tips in the world, and obviously your.

706

: 00:37:00

Starter kit and all of the things.

707

: 00:37:02

Sometimes it's actually that emotional

thing and you just need to hand over

708

: 00:37:07

the things that you don't personally

like doing, and you procrastinate over.

709

: 00:37:12

Yeah, a hundred percent.

710

: 00:37:13

And you're not the only one who

comes to us for, for that reason.

711

: 00:37:16

And I think it's really normal.

712

: 00:37:18

It's nobody wants rejection, but you

were really, really easy to pitch.

713

: 00:37:22

You did go down really, really well

with the host, just to reassure you.

714

: 00:37:26

Thank you.

715

: 00:37:26

Thank you.

716

: 00:37:26

I did.

717

: 00:37:27

Yeah.

718

: 00:37:27

I loved being on the shows and I think

I've got even more coming and I got,

719

: 00:37:30

well, more than the six that we hoped for.

720

: 00:37:33

So, yes.

721

: 00:37:34

Totally.

722

: 00:37:34

It went really, really well.

723

: 00:37:36

So again, it is all just in our heads,

but in case that's you feeling that,

724

: 00:37:41

just know that that's completely normal.

725

: 00:37:44

Yeah, absolutely.

726

: 00:37:45

And that's it we work on a minimum, so

six, but if we get more comeback from

727

: 00:37:49

pitches that we sent out, we always.

728

: 00:37:52

We always pass those on.

729

: 00:37:53

Yes, you did.

730

: 00:37:55

Thank you so much, Victoria.

731

: 00:37:56

My gosh.

732

: 00:37:57

I think people will be listening

to this episode again and again,

733

: 00:38:00

writing notes every step of the way.

734

: 00:38:02

So thank you for your generosity

in sharing, and I can't wait

735

: 00:38:05

to share this with my audience.

736

: 00:38:08

Oh, thank you so much for having

me on the podcast, Joanna.

737

: 00:38:10

It's been great talking to you.

738

: 00:38:12

Microphone (Samson Q2U Microphone):

Thank you so much for listening to this

739

: 00:38:14

episode of Women in the Coaching Arena.

740

: 00:38:17

I have a mess of free resources on

my website joannalottcoaching.com.

741

: 00:38:24

That's Joanna with an A

and Lott with two T's.

742

: 00:38:27

joannalottcoaching.com.

743

: 00:38:29

And I'll also put links in the show notes.

744

: 00:38:33

Let me know if you found

this episode useful.

745

: 00:38:36

Share it with a friend and

leave me a review, and I will

746

: 00:38:39

personally thank you for that.

747

: 00:38:42

Remember to trust yourself, believe

in yourself and be the wise Gardner

748

: 00:38:46

who keeps on watering the seed.

749

: 00:38:49

Get into the arena dare, greatly and try.