Issue link: https://www.ascpskindeepdigital.com/i/1415888
60 ASCP Skin Deep November/December 2021 DO YOU FIND YOURSELF ENVYING your colleagues who just seem to be on everyone's podcasts? They benefit from reaching new prospects on these digital media outlets, not to mention all the show's social media promotions that reinforce your friend's brand. Well, that could be you! Podcast hosts are always looking for new experts to present to their listeners, but they want people who know how to be great guests. So, it's in your interest to become a formidable and sought-after guest, one whose reputation spreads like wildfire. The more podcasts and radio shows you're on, the more hosts will see you as someone they can count on to bring value to their audiences. Here are the keys to building your great reputation as a podcast guest. HAVE A GREAT PITCH You have to wow them to get on their show. Write a pitch email (be sure to proofread it for accurate spelling and punctuation before submitting) that's so compelling it makes you irresistible. Tell them what you're bringing to their audience that is new, fresh, exciting, empowering, healing, or heart-touching; share how you are going to improve the lives of the listeners. Make sure you include your credentials as an expert—being the author of a book will do that automatically—and some of the details the audience will learn. Put yourself in their shoes—what would move you if you were a host? SEND IT TO THE RIGHT PLACES Nothing annoys a podcast host more than getting a pitch that is clearly not in their wheelhouse. I've heard many complain, "They've clearly not listened to my show!" Do your homework. And don't just rely on the title of the show if it's at all ambiguous. Check it out. Build a list of shows whose audience reflects your target audience and covers subject matter that encompasses your topic. PERSONALIZE THE PITCH Don't just send your pitch addressed to "Dear Host." Make sure you use the host's or producer's first name in the salutation—and, if possible, the subject line. They'll know you took the time to single them out. And while you can send the same copied and pasted pitch to multiple hosts, be sure you change the salutation and don't accidentally use the wrong host's name! FOLLOW UP, BUT DON'T HOUND If there isn't an immediate invitation forthcoming from the host, you'll need to do either an email or phone follow-up. (Podcasters are notoriously cagey about providing a phone number online, so you may be stuck with an email.) But don't hound them if they don't respond or say yes . . . that's the fastest way to become a persona non grata. GEORGE MILTON/PEXELS