How to Book Big Guests and Other Answers – PTC 491

Podcast Talent Coach

INTERVIEW GUESTS AND MORE

Podcasters have been hitting me up with great questions looking for answers. Today we talk about booking big name guests and demonstrating your expertise during interviews without talking the spotlight from your guests.

We will also answer questions about bringing energy to your podcast, podcasting 2.0, and the pros and cons of joining a podcast network.

If you have a question you'd like me to answer, email me at [e-mail].

PASSION AND ENERGY

I remember you always said to be authentic. And I’m doing just that. However, I feel that I lack energy. I certainly don’t feel like I’m boring. And the stats are showing it. Something inside of me keeps telling me that I shouldn't decide how exciting I sound, it’s my audience that will decide that. How do I overcome the need to feel that I need to bring the energy like John Lee Dumas but I’m afraid I will sound like a rodeo cowboy? I just want to be me.

-Edwin Soler – Closing the 18 Inch Gap

TWO DIFFERENT THINGS

Passion and energy are two different things. You don’t need to be JLD wild to have passion.

When I hear you talking about the people you help or the struggles you’ve encountered at your last job, you get passionate. That doesn’t mean you are overly energetic.

You definitely do NOT want to sound like a bad wedding DJ or some horrible car lot commercial.

People can easily identify fake energy. It's like a fake smile. Faking it will blow any trust you've developed with your audience.

But being authentic will endear you to your audience.

Authenticity is being real and revealing things about yourself. Being authentic is about stirring emotion.

Think of a suspense thriller you've seen. These movies aren't over the top enthusiastic. However, I would argue they have a lot of energy.

Suspense thrillers have you sitting on the edge of your seat with a knot in your stomach wondering what will happen next.

Don't confuse sounding exciting with being exciting.

BRING YOUR PASSION

As you approach your podcast, be passionate about the topics you select. Smile a bit, and let the audience feel your enthusiasm for the content.

It is similar to reading a story to your audience versus telling them a story. Reading the story to the audience doesn't have the same excitement and connection.

When you deliver your content, vary your inflection a little. Stir different emotions throughout the content. Make them smile a bit. Get them choked up. Surprise them. Get under their skin and annoy them a little.

Above all, let your audience get to know you.

When you stir emotion and you talk about content that is interesting to you, I have no doubt you’ll be authentic, energetic, and enthusiastic.

CONNECTING WITH GUESTS

What are some good strategies to attract and connect with celebrities to appear as guests on my podcast? My podcast is "Cancer and Comedy: Healing Through Hope and Humor" and can be found at cancerandcomedy.com. I'm looking to have guests who are entertainers and other public figures who have faced cancer and have a story to tell of how they overcame their circumstances to have success. Two examples of dream guests would be Michael J. Fox and his Parkinson's Foundation and SNL performer Vanessa Bayer who overcame Leukemia.

-Brad Miller – Cancer and Comedy

WHO DO YOU KNOW

For really big stars, reach out to their publicist. I Googled Michael J. Fox publicist and found Sharron Elkabas and her phone number. A quick search of the publicists for stars will help you get started.

You might also consider a subscription to IMDb Premium. The cost is $12.50/month when you buy an annual subscription. That membership will give you contact info to most representatives.

When you are reaching out to people to appear on your show, lead with what's in it for them. How will the guest benefit by being on your show?

You might start with people who have something to promote, like a book or new movie. They have a bigger incentive to make appearances.

PAMPER THE AGENT OF THE GUESTS

Next, take great care of their handler. That might be their manager, agent, publicist or assistant. Make sure you give amazing service to the person who serves as your contact. Make it super easy for them to get their client on your show.

Finally, ask for referrals. Tell the guest and their agent that you are always looking for great guests who have a story to tell. Then ask who they know.

Asking for referrals is tricky. You don't want to ask "Do you know anyone?" It is too easy to say "no".

You want to ask, "Who do you know?" This requires an answer.

You can also ask for referrals from people in your network. Tell everyone you know that you are looking for guests. Be clear exactly who you'd like. Then ask, "Who do you know?"

At the end of the day, you might not start with Michael J. Fox. But you can sure work up to that interview. We are in a connected world that has reduced the six degrees of separation to just a few.

Each time you ask for a referral, follow with, "I appreciate that. My ultimate goal is to interview Michael J. Fox and Vanessa Bayer. Do you know anyone who might know either of these two?"

You never know who has the connection.

PODCASTING 2.0

1. When do you think podcast 2.0 will become the standard?

2. What are the pros and cons to joining a podcast network?

-Craig McManus – The Garden Question Podcast

IT'S COMING

Podcasting 2.0 isn't one thing. It is many things. Therefore, I don't believe there will be a single moment in time when it becomes the standard. I believe it will be implemented slowly over time.

According to podcast hosting service Libsyn VP of Podcast Relations Rob Walch, "Less than 1% of all downloads happen with apps that support podcast 2.0 features."

Adoption of Podcast 2.0 will be determined by Apple. It will come down to when and what Apple wants to incorporate. Because, most podcast downloads are still consumed via Apple.

According to Podcasting2.org, "Podcasting 2.0 extends the RSS standard - the core technology that makes podcasting possible - to add new features. None of these features break any existing podcast feeds or podcast players, but, where supported, they enable podcasters to do more things, and enhance the experience for the audience."

It can get very technical. In real people speak, Podcasting 2.0 will add some additional features that podcasters can use. The recent implementation of transcription is an example of 2.0. You hear a lot about it, because Apple has adopted it.

You don't hear much about the other feature, because Apple isn't making a big deal of it.

PODCASTING 2.0 FEATURES

Some of the other Podcasting 2.0 features include:

• Soundbite

• TXT

• Location

• Value 4 Value

• Chapters

• Lock/Unlock

• Author/Credits

• Live Item

• Trailer

• License

The lock feature is an example of the rough implementation. Hosts like Libsyn allow you to lock your feed, so it cannot be imported into other players without your consent. However, not all players play by the rules. They say they don't “recognize” the tag.

Adoption of Podcasting 2.0 will be slow and piecemeal. I believe Apple will slowly implement parts of it such as author, chapter and license. But it may be slower to implement things like Value 4 Value unless Apple gets a cut.

PODCAST NETWORK

Whether or not to join a podcast network should be decided on benefits versus costs.

What will you get by joining a podcast network? The biggest benefit is typically promotion on other shows across the network.

You'll need to determine if those shows are speaking to your ideal listener. Will listeners of those other shows also listen to your show? If so, it may be a benefit.

How much promotion do you receive? The network should give you specifics. They should tell you how many shows are on the network and how many times you will be mentioned on those shows.

Where your promo on the other shows occur is also important. A preroll at the beginning is much more valuable than a promo tagged on at the end. Many more people hear the beginning than the end.

There are other questions to consider. How many listeners do those other shows have? Does the network promote you outside of the shows on the network, such as email or social media?

When it comes to the cons of joining a podcast network, consider the investment you'll need to make.

How much are you required to promote the other shows?

What happens if the network has a show you don't feel fits your brand?

Can the network add other advertising to your podcast to make money for the network?

Do you retain ownership of your content?

How can you leave the network, and are you allowed to join another immediately or is there a non-compete clause?

At the end of the day, how much are you willing to talk about other shows and promote other podcasts in order to promote your show to their audiences? How much return will you get for that investment?

INSERT INTO INTERVIEWS HONORING GUESTS

Question: My show is mostly an interview show with relevant experts on particular topics. Yet, I would also like to establish myself more as a trusted and knowledgeable person on the topics that we discuss. How can I insert my own voice more during interview episodes with experts yet without drowning out the expert's answers or acting like I want to one-up their answers?

-John DeRosa – Classical Theism Podcast at classicaltheism.com

SHINE THE SPOTLIGHT

This is a struggle of many podcasters. You want to demonstrate your authority without stepping on the toes of your guest. I get it.

Interviews are great for a few reasons.

First, interviews can help you expand your network. The guest can promote the show to their followers. You can also tag them on social media as you promote your show.

When you interview others, you don't need to do all the work. You simply ask some great questions, listen intently, and ask solid follow-up questions. A great conversation is engaging.

Finally, you benefit by association through interviews. Your guest is subtly endorsing your show by agreeing to appear on your podcast.

But, how to you demonstrate your authority with an interview podcast? There are three things you can do.

ADD YOURSELF EARLY

First, I like to present a bit before the interview begins. This allows me to demonstrate my expertise before the conversation.

I will interview my guest. Next, I will determine the big takeaway from the conversation. Then, I will record a 5- to 10-minute intro to the episode where I teach around that topic.

For instance, I interviewed Marc Mawhinney on Episode 487. Marc talked about the power of doing flat fee joint venture partnerships.

After the interview was complete, I recorded an intro where I taught various reasons people would want to promote you, especially if you have a small list or audience. Money is just one of those reasons.

Now I have demonstrated my expertise a bit and can focus on simply having a great conversation with Marc. If I want to offer a call to action, I can include it here before the interview begins. Everybody wins.

ASK BETTER QUESTIONS

The next way to incorporate you into the interview without stealing the spotlight from your guest is to ask better questions. Find ways to ask a short question that demonstrates your expertise.

This strategy should be one or two sentences at most. It requires great editing on your part, especially with your follow-up questions.

As an example, I might be interviewing Marc on JV partnerships. I might say, "I typically recommend my clients start by creating partnerships with those who really want to see them succeed rather than those just looking to earn money. What is your best tip to get started with joint venture partnerships?"

This question does two things. First, it lets the audience know that I coach people. Next, it informs the audience that I have various ideas to use JV partnerships to generate revenue.

I have just added a little of my expertise without taking away from the guest.

It becomes an issue when the host wants to tell a story that takes three minutes before they get to a question. Be concise. Little by little you will build your expertise with every interview.

EPISODES WITHOUT GUESTS

The third thing you can do is create a solo episode between each interview episode.

Your interview episode my be the great conversation around the topic.

Then, you can create a solo episode where you dive deep into your takeaways from the conversation and how your audience can implement what they've learned.

YOUR QUESTIONS

If you have a question you'd like me to answer, email me at [e-mail]. I'd love to include you here on the show.

If you don't have a mentor who can take your hand and walk you every step of the way, go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. We will develop your plan and see how I can help and support you to achieve your podcast goals.