Landing a guest spot on a popular podcast is an increasingly desirable goal for modern business leaders and authors. But how does one separate themselves from the more than 3 million podcasts in existence today to become a memorable guest? This question is what brought self-proclaimed “Unnoticed Entrepreneur” Jim James together with Josef Schinwald, Founder of Guest Experts on Air, for a revealing conversation on the podcast host’s show.
Targeting Relevant Podcasts for Maximum Impact
Schinwald operates a podcast booking agency matching high-profile experts to leading podcasts around the world. With such intricate knowledge of the podcast landscape, his number one criteria for identifying strong podcast prospects is ensuring consistently active publishing. Beyond that, he uses 7-10 proprietary indicators assessing audience size, rankings, listener demographics, guest quality, host expertise, production value, website presentation, and social media influence.
Paring down from over 3 million available podcasts, Schinwald focuses on the 400,000 interview-format shows then further qualifies them based on regular publishing activity. As he explains, “Only 40,000 are really active, having new episodes continuously and working diligently for years to build audiences.” Avoiding podcasts with inconsistent publishing or mismatched target audiences is key to efficient audience building for guests.
The Art and Science of Storytelling
Leveraging decades of media experience, Schinwald recognises storytelling ability as paramount both for podcast guests to share their expertise compellingly as well as for hosts to engage listeners. He recounts using dramatic tales of iconic founders like Nike’s Phil Knight to bring university lectures on business concepts to life through television interviews in Argentina.
“It’s important to package your expertise in really entertaining stories,” Schinwald suggests. This holds true whether highlighting achievements from an illustrious career or previewing the next innovation set to change an industry. Finding touch points listeners can identify with also helps messages resonate more deeply.
Preparing High-Impact Guests
Given his roster of prominent executives, authors and speakers, Schinwald explains most clients need little coaching before podcast appearances. He details, “They’re already very experienced...written books, been keynote speakers. So they have good frameworks and been on podcasts before.”
For developing guests, basic media training on equipment setup, vocal presence and selectively unveiling expertise proves useful. Above all, he reminds novice guests, “People want to be told, not sold.” Giving hosts space after finishing key points allows productive dialogue facilitating genuine exchanges.
To build confidence, Schinwald offers first-time guests a risk-free “Interview Experience Package” booking them on a podcast aligned to their goals. This allows testing podcast promotion while evaluating larger investments like his 10-interview packages that can deliver exponential audience growth in a short period.
Jim's Perspective
On the flip side, James has hosted over 600 episodes of “The Unnoticed Entrepreneur” making him quite the podcast pro. He probes Schinwald for input on the contentious issue of paid podcast appearances which the guest expert adamantly opposes for his clients. In his view, “PR, not advertising” separates respected thought leaders from undignified product plugs.
Still, Schinwald sympathises with the burden self-funded hosts face covering recording, editing and distribution expenses on top of guest outreach and pre-interviews. Ultimately though, paid placements tend to yield lower quality discussions compared to mutually beneficial organic collaborations between aligned podcasters and relevant experts.
Parting Advice
Wrapping up their insider’s guide to podcast guest stardom, Schinwald leaves aspiring guests with one key tip: “Stay personal.” He acknowledges the business efficiencies technology now enables, but firmly believes meaningful human relationships hold the foundation of a standout guest experience leading to referrals and repeat invitations.
James likewise stresses the importance of “continual communication” with audiences and urges entrepreneurs to embrace podcasting as an unmatched channel for such engagement. So, whether dreaming of stepping behind the mic yourself or searching for the perfect podcast to spread your message, their insights offer thought-provoking guidance sure to help you make an even greater impact.
