Becoming a Podcast Guest
Using One of Today’s Most Powerful Platforms to Promote Your Differentiation
Welcome to the Why to Wow newsletter which is all about inspiring the hearts and minds of people worldwide with the Power of Differentiation. In this Why to Wow newsletter, I share my experiences over the last 40+ years helping leaders differentiate their brands and products. Our goal is to inspire over one million people worldwide with our message. Reach out if you have any comments or questions.
This is part one of two messages on podcasting. This installment will focus on being a guest on podcasts, while the second will delve into the advantages of producing your own podcast.
As I was preparing to release my book, The Power of Differentiation, I embarked on an experiment. I began reaching out to podcast hosts for opportunities to be a guest on one of their episodes to tell the story of differentiation. My goal is to inspire over one million people with this message, and I figured appearing on a handful of podcasts would help me get there. I did not understand what I was about to learn. I share all of this to inspire you to consider entering the world of podcasting.
In the last year, I have appeared on over 100 podcasts as a guest. Interesting fact: Most podcasters abandon their shows after just a few episodes. In fact, only four percent of podcasts survive their one-year anniversary. So, make sure to check out potential podcasts in advance to confirm that they’ve been around a while and have dozens or more episodes released. The more episodes released, the more likely they have a larger audience—all the better to share your story with.
A hidden advantage of being a guest is that you hone your message. In his book Outliers, author Malcolm Gladwell shares, “‘Greatness’ requires enormous time.” He suggested 10,000 hours of performance. He used the Beatles as an example. In their early days, they performed in Hamburg, Germany, over 1,200 times from 1960 to 1964, amassing more than 10,000 hours of playing time. They met his 10,000-Hour Rule, and they perfected their performance. You cannot help but improve your delivery and storytelling as a podcast guest.
I will not say that the 100 podcast guest performances made my message “great,” but they did refine and strengthen it. At the very least, being a guest on many (not one or two) podcasts is a powerful opportunity to sharpen your skills and test what message goes over well or not-so-well.
Another benefit of being a podcast guest is that you get to meet many different people, some of whom are very interesting and possibly good business contacts. You’ll likely learn a lot as well—especially from the hosts, who often zero in on the parts of your story that intrigue them the most. Early on, I was surprised that many wanted to talk about my background as a rock musician. It was a small part of the bio I provided, but to most of them, it was the highlight. That realization helped build a stronger connection between leading a rock band and leading a marketing firm.
One more insight on why podcasting has caught fire: unlike other media today, such as news outlets, podcasts are positioned as more trustworthy. If you follow a host, you are more likely to believe what they share, as well as the guests they invite to their shows. That explains the ultra-popular podcasts that regularly have millions of listeners. They create their own community of like-minded individuals.
Difference-maker #1: Being a podcast guest is a no-cost opportunity to share (and improve upon) your message.
If you set a goal of guesting on 10 podcasts, you will no doubt refine your message. That alone is worthwhile.
Difference-maker #2: Use your podcasts as a differentiator.
How many of your competitors are on podcasts? Use excerpts from your shows to share with the team, customers, and prospects.
Difference-maker #3: Change it up—keep your performance fresh by consciously sharing different examples and stories, when possible.
A great friend called me after listening to one of my podcasts and said, “Hey, I like your message, but you tell the same stories too much; it makes me not want to listen to the next one.” He was right. And this brought me back to my rock-and-roll roots. The Grateful Dead maintained millions of loyal fans primarily because each concert was different. You could watch them perform five nights in a row, and each time, it was a fresh experience with different songs and banter. I decided I needed to do that.
Difference-maker #4: Pay close attention to the hosts and learn from their performance.
While some are high-level professionals, many are not; often, they’re simply good people who are passionate about a topic. Be prepared for some last-minute cancellations or no-shows; it’s part of the podcast world.
Podcasts should be a tool to consider in showcasing the passion and distinctiveness of your brand. If nothing else, allow it to hone your elevator pitch. Feel free to contact me if you’d like to discuss podcasting. I’m happy to share what I’ve learned. Now, if you’ll excuse me, I have a podcast to do.
Podcasts I Recommend
Here are two excellent podcasts I recommend if you’re looking for inspiring business insights.
The Management Blueprint podcast is a top 3% show, according to ListenNotes, with close to 300 episodes published in the last five years. Steve Preda is a pro who has helped me in my podcasting career, just because he’s a great guy. Episodes include interviews with business owners and thought leaders on business frameworks that have helped them achieve success.
The Masters of Marketing podcast helps marketing professionals stay ahead of the curve. In each episode, Tara Levy interviews marketing experts from around the globe to transform marketing strategies, explore the latest trends, or simply glean inspiration from industry leaders.