For authors, there’s no better way to tell your story than to be a podcast guest.
In this post, I’ll give tips on:
What you absolutely need before you pitch
How to find podcasts to pitch to
How to write a pitch email
How to follow up
What to do once you’re booked
This year, with the publication of BOUNDLESS, I’ve had a lot of pinnacle moments, but one of the best ones was a pop-up book signing in January ahead of my launch.
I could start my story like this: A redheaded Irish woman walks into a bar…and sells a book in the parking lot.
“We Have So Much to Talk About” was my post about that, where I got to ask readers how they were adjusting to the empty nest. Or, if that moment was still ahead for them, what their fears and hopes were.
Turns out, this was just the beginning of the conversation. I call this my podcast rehearsal moment.
As an author, I say I’m on the fun part now, where I get to talk with readers, and one of the best ways to spark those conversations is a podcast, where you find a warm host and right-fit audience. Consider that 75 percent of Americans 12 and older have listened to online audio in the past month, according to survey data from Edison Research. That number is only growing.
THE BIG WHY
> Podcasts are wildly popular and easy to access in our busy, mobile world.
> The impact is high. Podcast hosts want to talk about your book—and they want to get to know you.
> You are showcased as an expert.
> Podcasts have engaged, warm and friendly audiences. Listeners want to know you because they know and trust the host.
> Podcasts raise your visibility across multiple platforms.
> Podcasts get more traction than other media, such as a two-minute TV segment. They have much more longevity and searchability.
For more on that, see my previous post:
Before we begin: You absolutely, never-ever-ever should PAY to be on a podcast.
As a journalist, that this happens to authors outrages me—and it does happen a lot. Once your book is listed on NetGalley (make sure your publisher gives you, at the very least, a 30-day campaign), all kinds of people will find you. They will tout their high listenership on their podcast or promise to feature your book at a book festival—for thousands upon thousands of dollars.
I consider podcasting the same as journalism—the podcast guest is a source. When a media person wants to interview you on the merits of your topic, that’s curated media, and no ethical person pays for that. This is the difference between integrity journalism and paid advertising, and we owe it to readers and listeners to be transparent about what content is which.
So I’ll repeat: Being a podcast guest is earned media. You earned it on the merits of whether your book, your origin story and your themes and issues are worth presenting to the podcaster’s audience. And earned media is where it’s at.
BEFORE YOU PITCH: WHAT YOU ABSOLUTELY NEED
Your elevator pitch
Your “halo effect” statement
Your media talking points
Your links, including:
Your website
Your social media
Your Substack and/or Medium
Your published work
Many writers also write for media outlets such as The Guardian or The New York Times, so have those links gathered. If you’re journalist, as I am, you may need to dig them out from newspapers.com.
Many writers have a long publishing trail in literary journals before their book comes out. This is me, too. I have a literary brain and a journalist brain.
Your awards
Your media mentions.
Make sure you update your list of selected publications, award and media mentions on your website, Substack and LinkedIn.
Your clients
In my case, because my “day job” is The Story Catalyst, where I help writers become authors, I have a selected list of my published authors on my website that I !!JUST THIS YEAR!!* got up after 10+ years of happy authors. Don’t be like me and rely on referrals. Get your successes out there so people will know you.
| And if you’re a client and you don’t see your book listed, please message me to tell me about your published book, and I’ll get you up there! |
A headshot
A “capsule” bio. This is three sentences, tops.
Ahead of the show, shore up your digital presence by:
> Updating your bio about the book content on your author website, and all the places.
> Sweetening the appeal of your regular social media posts. Strategically develop three content areas that you’ll offer during the pre-order and post-publication period. Make sure they all have “hooks” and boost the quality of your visuals—logos, fonts, colors, images—to match the new you.
