To help authors promote their books and brands, here are 3 new ways thought leaders can get Top Podcast interviews, start their own show and/or Nominate Your Book for book awards from the Goody Business Book Awards. Audio (podcasts, radio and audiobooks) is one of the fastest growing mediums for authors to be heard and promote their work to millions of listeners.
The actual number of podcasts has soared since 2001, and has been widely reported to be between 3-6 million total podcasts worldwide in 2023. According, Listen Notes, “There are at least 3,135,384 podcasts* and 169,378,342 episodes in the world…. By contrast, IMDb has over 8.3 million titles (movies, TV shows, TV episodes), Spotify has over 70 million tracks, and Audible has over 470,000 audiobooks.”
Bottom line, if you are not pitching Top Podcast hosts and/or hosting your own show, you are missing a huge marketing opportunity as an author.
So how can authors get an interview booked on a Top Podcast?
1. Find Top Podcasts within Your Subject Area
For authors and thought leaders, podcasts are one of the best ways to reach your target market. So if you write, speak or consult about health or wealth, or whatever your area of expertise is, search and pitch the top podcasts in your subject area.
The best way to identify a Top Podcast is to 1. Search for “Top Podcasts” and your “area of expertise”, 2. Read the Reviews and 3. Go to Listen Notes and search to see the podcast’s rating. For example, the Mindful Mama Podcast is a Top 0.5% Podcast on Listen Notes that is hosted by a parenting expert.
As an example, Goody PR recently booked Former GM, Leadership Coach, and Author Omar L. Harris on top podcasts as part of his overall public relations plan for the book, “Be a J.E.D.I. Leader, Not a Boss.” The campaign resulted 30+ podcast interviews, including being on the Top 1% Podcast “Living Corporate”.
2. Write a Catchy Subject Line and Pitch Email to Hosts
Podcasts Hosts get hundreds of emails a day from people who want to be a guest on their show. So you want to write an email pitch to the host or producer that has a really catchy headline that stands out. For example, write GREAT GUEST for XYZ Podcast in the email subject line so it’s obvious why you are reaching out to them.
You also want to personalize the email with their first name, include the name of their podcast, and then explain how their podcast relates to your book or topic. You will gain extra interest if you actually LISTEN to a few episodes, and mention them in your pitch email. Compliments can go a long way here!
3. Make it Easy for Top Podcast Hosts to find Your Specific Topic and Support Materials
And when the host or producer opens your email, make it really easy for them by providing a main topic that you want to discuss, potential questions, headshot photo, book cover image and a short bio. Remember, the podcast host does not always have time to research your work and read your book, so you must tell them immediately how you can offer helpful tips to educate their listeners.
You also want to send media support materials in a Digital Press Kit. Simply create a Google Drive folder, set the access to “Anyone with the link can download”, and include instructions. Do not attach images to an email, unless specifically asked. Otherwise, your email may get deleted as potential jun-k mail.
BONUS Tip 1: Start Your Own Podcast as an Author
Along with getting interviewed on top podcasts, authors should consider starting their own podcast to promote their books and brands. Recently, we spoke on a Podcast Panel at the SPEAKonomics conference in Orange County, California, Hosted by Toni Caruso about Why Speakers Should have a Podcast.
The Moderators were Amber Beels (eWomenNetwork Podcast Network) and Eric Beels (eWomenNetwork Podcast Network), and the two panelists included Kelly Mobeck (Host and Life Coach from Let’s Be Honest Before We Start Pretending Podcast) and Goody Business Book Awards Founder Liz H Kelly (who spoke about lessons learned from setting up her 8-Second Branding Podcast with VoiceAmerica and 8-Second PR (2nd edition, this 2022 version is filled with new podcast tips).
Everyone recommended hiring a professional team to get started. They can guide you on your overall topic strategy, recordings, editing, show graphics, distribution and so much more.
Hosting a show is great for networking with other experts in your area because you can invite them to be your guest. Many hosts will offer to do an exchange (example: If you have me on your show, I’ll have you on my show), so it’s a win-win.
BONUS TIP 2: Nominate Your Book for Goody Business Book Awards
And to give yourself even more credibility as an author, nominate your book for Goody Business Book Awards by the upcoming September 30th deadline.
A book award is one of the best ways for authors to stand out amongst the 46 millions authors on Amazon. Top Podcast Hosts will be more likely to interview you if they see that you are an Award-Winning Author.
So increase your chances of being interviewed on Top Podcasts by using this publicity strategy and author tips today.