How to Pitch Your Clients as Podcast Guests (w/ Pitch Template)

If you're eyeing up podcasting as an effective way to get your clients in front of their target audience, you've come to the right place. Podcasting is big business these days, and with good reason. More people are listening to podcasts than ever before, and the predictions are that the numbers will continue to skyrocket.

There are over 2.5 million podcasts on Rephonic's database in 2024. Yep, you heard us right! This means there is bound to be tons of opportunities to get your clients featured on relevant shows.

In this article, you'll get an awesome podcast guest pitch template that you can personalize. You'll also learn some winning rules on how to pitch a podcast.

Five benefits of pitching clients as podcast guests

1.  You can reach their target audience

It means they'll talk to an audience that's ready to listen. That's in complete contrast to TV and radio, where the audience is generic and most tune out when the ads come on. And podcasts aren't subject to the whim of an algorithm like all the social channels. Listeners choose the shows they want to hear based on their interests, reviews and recommendations from friends or other podcasters.

2.  Podcast audiences love stories

Week after week, they'll invite you into their homes or daily commute. The host is in their listeners' ears at the gym, in the park, on the beach... And when you're a podcast guest, you're right there with them too.

3. Listeners form a special bond with podcast hosts

Hosts keep their listeners engaged and coming back for new episodes. Consequently, when you advertise over a series of episodes they'll hear your client's message again and again.

4. Podcasts are evergreen content

When listeners find a new podcast they frequently dive into the back catalogue and binge-listen to past episodes. Superfans do the same thing between season breaks of their favorite podcasts. New fans could listen to your client's guest interview months after it's published.

5. Repurposing is a massive bonus with podcasts

For example, podcast hosts often repurpose an episode or interview as a blog post or article on their website. They pop them on YouTube as videos or repurpose their best tips as tweets or other social media posts.

How to pitch a podcast successfully

As a PR professional, you already know what goes into a good pitch. Here's how it crosses over into the world of podcasting.

1. Start with research and preparation

Whether you do your podcast research with Rephonic or simply on Google, the steps are always the same.

Know what you want

• Know your client's niche and what their target audience is looking for
• Understand exactly what you want to achieve through podcast appearances
• Identify likely podcasts in your client's niche
• Create a list of possible podcasts for further research.

Find out relevant details about each podcast on your list

• Research their listener numbers and audiences. What's the demographic? Does your client understand those people's interests and problems? How can your client bring value to the audience and the podcast?
• Listen to at least one episode of each podcast - get a feel for the style and know whether your client will be a good fit and vice versa.
• Check that the podcast takes guests.
• Find the podcast contacts.

Create an outreach shortlist

At this point, it'll be evident that your client will be a perfect fit for some podcasts, but others will miss the mark. Discard the ones where they wouldn't be a good fit and concentrate on writing a standout pitch to each podcast host on your shortlist.

Do the thinking first

• Brainstorm potential titles, topics, angles, talking points and questions around your client's area of expertise.
• Listen to some more episodes of your target podcast(s)
• Note the episode titles and jot down points of interest and specific things you liked about each.
• Look for themes and ideas that haven't been covered and ways your client can add value to the conversation.
• Think of a story you can promise that will keep the podcast audience listening until the end.
• Consider creating a podcast guest one-sheet for your client.
• Include a list of possible questions a host could ask your client if they wanted to.

2. Pitch value for the podcast

You already know the importance of this for other media, and it's no different in podcasting. It's common for a podcast host to have pitching emails flooding their inbox daily, and you need yours to stand out from the crowd.

Here's how:

Show how your client can add value to the podcast

What can you bring to the conversation on this podcast that hasn't been said before? What problems does their audience have that you can help solve? That should be your starting point if you want to get a podcast host interested in having your client on an episode.

Pat Flynn on Ask Pat 2.0

In this episode, Pat gives his guest an idea of how she can add value to dog trainer podcasts by emphasizing her knowledge and experience of working with fearful and aggressive dogs.

Be specific for each podcast - hosts can spot a generic pitch a mile away.

You need to tailor your outreach email to effectively pitch a podcast host and be genuine in your enthusiasm for the show. Mention the recent episode you listened to, and be sure to say what you liked and why.

Podcast hosts know their shows inside out. If you send an email to someone saying I’m a big fan of the show, you’d better believe that they’re gonna want to know which episode and in particular what about that episode you liked.

Get to the point

Don't waffle. Briefly say:

• what you like about the show
• who you are pitching
• their unique story
• a few topics they could cover
• their credentials
• any previous guesting experience
• social media following
• why your client and the podcast host would be a good fit
• how your client will promote the podcast to their audience

Use a straight-forward subject line

Just like a headline, your subject line needs to grab attention and make the reader (in this case, the podcaster) want to read more.

However, this isn't the time for puns or clever wordplay. The host wants to understand precisely what you're offering and whether it's worth their time to open your email.

Begin with the words ‘Podcast Pitch’, and follow them with the exciting new content your client can bring to the show.

Make it easy for them to reply

First, ensure that you've sent your email to the right person. Rephonic has podcast emails for all the shows in their database.

Then include your contact information and best social media links.

3. Follow up on your podcast pitch

Podcast hosts usually have a lot going on in their life so just because they don't answer doesn't mean they're not interested.

If you haven't heard from them after a week or two, it's a good idea to write again. They may have missed seeing your email or put it aside to answer later.

Final thoughts

The key to successful podcast pitching is to only write to pitch podcasts that you know you can add value to.

Be consistent with your planning, and don't get disheartened if your podcast emails are rejected at first. Talk with people in the podcasting world and listen to their advice. Get examples of great podcast guest pitches and model your emails on those.

Make it easier to research and plan your clients' guest interviews by using Rephonic, your all-in-one tool. Get started with a free trial today.