Podcast Series Episode 2: How to and not to pitch a podcast

Last week’s episodePodcasting covered online platforms that bring podcast hosts and guests together as well as agencies for hire to get you booked.

Please note, despite what the marketing says on some of those sites, the hottest podcasts out there are not likely to be found there, as they have no shortage of people pitching them to be a guest.

Pitching the right way gives you a better chance of breaking through the pile of emails hosts get and getting noticed.

Quick tip on how to find the right podcasts:

Find out what other podcasts your audience listens to.

If you have a podcast, head to one of the podcast platforms like Apple Podcasts or Stitcher, and type in the name of your podcast. Scroll to the bottom of the page and you’ll find “You might also like.” These are shows with similar audiences as yours.

If you don’t have a podcast, do the same thing with one you know serves your ideal market.

Podchaser.com is an aggregator of podcasts with profiles of the creator(s), hosts, how many followers the show has and more. You can create lists of podcasts you want to find again.

Start small. Podcasts like Entrepreneurs on Fire or The Joe Rogan Experience  get hundreds of pitches a day. Unless you can bring that level of engagement — or have a PR company behind you — you’ll be wasting your time.

Craft your pitch.

  • Get clearWhy do you want to be a podcast guest? The number one answer usually is: get more leads. Drill down. Are you selling a book, a service, a product, or do you want to bring awareness to a social issue? Your answer will inform what you say when you write your pitch.
  • Do your research

    Before you even write the subject line on that pitch, listen to a few of the most popular episodes. Are you comfortable with energy of the host? Is the vibe one you fit in with? Are you the right fit for them? Take a few notes while listening so you personalize your pitch with your takeaways or a quote you heard.You are also listening and reading through the episode titles to see if your idea has been covered. If it has, listen to that episode. Lots of topics have been spoken on but without an angle to make it fresh for the audience you’ll likely get a no.

  • Be specific when telling them the value you bring to their audience.Include a brief paragraph on why you are the right person to talk about your subject.Why it is relevant not just to the audience but why now if there is an angle there.

    Include talk titles, questions you can answer, or include a bulleted list of ideas.

How not to do it…

The following “pitch” landed in my inbox last week.

Podcasting Dont's

To make matters worse, the link she provided went to a page not found page.

First of all, I have no idea what this person does.

Not even a hint about why this person would be a good fit for my audience.

No suggested topics and why my audience might benefit from them.


Then there is the woman who sent 600 words describing her fabulousness, her world travel, awards, career history. Not a single word about how any of it would be of value to my listeners.


Moving right along…

  • Be yourself only more concise. Definitely let your personality shine but get to the point in short order.
  • If you have an audience on social media, mention the numbers. If you have an email list of engaged readers, let them know
  • Be prepared to promote no matter how many followers you have

Here’s what it will look like in an email.

Subject: (Podcast Guest Pitch) You need an email list even if you are an IG star

My preferred way to open this email, (just like opening a pitch from the stage or on a sales page) is to get their attention. Many of the podcast gurus will say start with “Hi, my name is, my business name is, and I found this interesting tidbit on your show #34.”


In keeping with my subject line above, I’d open with, “You do not own Instagram. (Unless you’re Mark Zuckerburg). If IG changes its policies on selling or sharing, how will you reach your loyal followers?”

I’m Gregory Anne Cox and my business is Be More Marketable, short biz bio, anything relevant but keep in mind, this whole email should be as short as you can make it without missing important details.

Then I’d talk about having listened to the podcast, quote a brilliant idea the host shared (No gushing please) or remark on a particular thing I learned from listening.

Why I am the right person to talk about this.

Topic list or talk titles.

I’m happy to collaborate on an idea if you’d like a different angle or reframe of any of my ideas.

Here are some of the podcasts I’ve appeared on. Hyperlinks to the episode page. Check to be sure the show you were on is still hosting your episode. I’ve had countless guests send me places they are no longer featured.

Let the host know what kind of equipment you have and whether you will have a quiet place to record.

Include your calendar link so they can schedule on the spot. Be prepared to be asked for more information or even to get on a quick call before they say Yes.

Contact information. Website, Skype handle, cell phone number.

Close warmly and optimistically.

“Thanks so much for considering my request. I look forward to hearing from you.”

Don’t be afraid to reach out after a couple of weeks. Here’s what Alex Burns, podcasting experts, had to say on TheWave.com, If you haven’t heard back in about a week, politely follow-up on your pitch. When you do, it’s great if you’re able to continue adding value to the conversation. Feel free to mention any new materials you’ve produced in the interim. Have you appeared on other podcasts or written articles about the topic since you first emailed them? Mention those!

Adding new value to the email is a great idea I hadn’t thought of. You can be sure I’ll use it though.

And that does it for pitching podcasts, the dos and don’ts.

May all your pitches be successful,


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