Podcasting

Before You Say Yes To That Podcast Invite

This is my take on Marlen Kakkori's LinkedIn newsletter post on the same topic.

An invitation arrives. The host has read your book, the topic fits, and your calendar is open. Saying yes feels automatic. Why wouldn't you jump at a chance to promote yourself and your offerings?

Marlen Kakkori, known as The Podcast Whisperer, suggests pausing first, with one question: if no sales or direct ROI came from this interview, would it still be worth your time?

In my opinion? Yes. Even if the podcast doesn't have an exact and direct outcome for you, remember that every time your on a show as a guest is a chance to get better at telling your story and showing how you are a subject matter expert in your field.

I like this thought experiment because most of us judge an invitation by one outcome, which is sales from listeners. That is the least predictable result of any single episode. Her question pushes you to look for other kinds of value, such as a future referral partner, a clear explanation of your framework you can send to prospects, or a chance to put your message in front of a group you want to reach. The catch is that you have to spot that value before you record, not after.

This is what I coach my clients inside the Podcast Mastery Community. Always look at a podcast guesting opportunity as exactly that... an opportunity. But don't just go into the show without a clear idea of a few ideas of a successful interview would look like.

Marlen offers a four-part filter.

1. Who are you actually reaching?
"Entrepreneurs" is too broad to be useful. Ask the host who the typical listener is and what they are struggling with right now. Then listen to a few recent episodes. A shared topic is only a starting point. You want evidence that the show serves the people you serve.

2. What should listeners remember you for?
You cannot fit a whole book into one conversation, so don't try. Pick one problem, one core idea, and one story that makes it concrete. A leadership consultant, for example, might talk about why capable managers put off hard conversations and how to prepare for the one they are avoiding.

3. What is the next useful step?
Decide this before recording. If you teach a process, offer a worksheet. If you explain a framework, offer a worked example. Agree on one clear invitation with the host, and make sure the resource connects to the work people can hire you for.

4. What can you build with the host?
The person behind the microphone matters as much as the audience. Do you serve similar clients? Could you introduce them to someone useful? After recording, ask who would be a valuable introduction for them right now, then follow through. The relationship should outlast the publish date.

Try this exercise
Pick one podcast you are considering being a guest on and finish these sentences:

The people I want to reach are...
The problem I can help them understand is...
The next step I'll invite them to take is...
The opportunity I see to support the host is...

If your answers come out vague, get more information before you agree.

What do you think? Hit reply and let me know.

-- Seth Goldstein

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That's It For This Week! Keep Rocking It!

-Seth

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