A Better Way to Pitch Podcasts [+ Email Example]
Lately, because of my YouTube series Why They Resonate (breaking down ideas and clips with other speakers), I'm getting pitched with renewed gusto by PR firms, marketers supporting their execs, and authors/owners/creators hoping to appear on the show. I used to be flattered by this, but after being pelted by pitches for 10+ years and hosting 500+ episodes of various podcasts and web series, it just makes me frustrated.
Almost every pitch is horrible. Understand, the person could be amazing! But the pitch itself is the problem.
So let's fix that. Here's what to do if YOU want to appear on a podcast:
1. Don’t pitch yourself as “successful,” citing your achievements. Believe it or not, this makes you forgettable.
Podcasters want to book someone with a point of view. Everyone pitching a host is "successful."
But not everyone is interesting.
Every single pitch a podcaster gets sounds the same. “This is me (or this is my client, if a teammate/PR agency is pitching). I am successful. Here are some places I’ve worked. Here are some things I’ve built. Here is a bulleted list of reasons I am successful. Here is a bulleted list of topics I can teach.”
At their worst, the person doing the pitching feigns interest in the show too. “I’m a big fan! I loved your episode on X. It was so refreshing!”
Hosts see through this. We’ve learned to spot canned, lazy pitches and low-value guests immediately – and the ones who can’t are the ones whose shows you probably don’t want to spend time appearing on.
Instead, your pitch needs to convey the following:
I am interesting. (Not generic. Memorable. I have a unique perspective.)
I am service-minded. (I’m here to help your audience, which means I’ve taken steps to actually convey that I understand your show/your audience within my pitch.)
To achieve this, you need to actually listen to or watch the show, pay attention to what they do and don't cover, and propose 1 angle or episode idea that seems missing ... which YOU are uniquely qualified to provide.
That's my second point:
2. Don’t pitch yourself as a guest. Pitch a story or topic for the episode – and make it as specific to the show as you can.
A good pitch is about being interesting, yes, but NOT interesting in some generic sense applicable to tons of shows in the same way across the board (because that means listing out ways you’re successful once again).
Instead, convey you are interesting to their cause – as in, something specific about you and your ideas is interesting in a way that is narrowly applicable to this show you are pitching right now.
Ask: What’s the premise of their show? Pitch how you'd help the podcaster explore something their show has missed so far in exploring that premise. Even if you’re off the mark with your specific pitch, they’ll appreciate and understand how service-minded you are being.
Forget your general topics and impressive bio. Make that easy to find afterwards, maybe in a “PS” to the email. Instead, focus the first few lines on how you advance THEIR cause as a podcaster.
(Also, I wish it was rare but this happens often: An aspiring guest or their publicist will pitch a host who runs a show that does NOT feature any guests, ever. It’s hilarious, and podcasters talk about it behind-the-scenes all the time. Don’t make this mistake either! Not that you would, because you’re reading this document. That makes you a cut above.)
(And smart and attractive and charming and…)
This means, yes, actually listen to their show and construct a specific idea for an episode that would serve their audience, with you as the perfect guest to explore that theme or question. But as the number of total pitches goes down (thanks to the extra work you put in per pitch), the number of accepted pitches goes up (thanks to—you know what? You're smart and attractive and charming and... you get it.)
3. Don’t follow up a ton. I don’t care which sales guru says you should. We got your emails. We just didn't care. Pushing harder turns our apathy into anger.
Podcasters talk. Ensure they talk about you positively. It’s fine to follow-up once, but know that with each additional attempt, you run the risk of frustrating them and not appearing on their show EVER, let alone right now.
Making matters worse, when someone asks me who they should interview, I might answer with a few names, and then say, "Oh and avoid John Doe. He spammed me like 4 times in a row."
4. Write a thoughtful email with all of this in mind.
This pitch conveys you are interesting and you are service-minded.
For the following example, assume someone is pitching me, during my years as host of Unthinkable, a show about people who break from best practices and trust their intuition. (I ran that show for more than 200 episodes. It truly changed my life.)
Here's an effective way to writ an email to the host of that show:
SUBJECT LINE:
Tiny moment of resonance // your show
EMAIL COPY:
Hey Jay, I know you’re exploring resonance through creativity on the show lately, and it brought up a question for me: Can creatively "small" things still create resonance? What are some examples? I thought that could be a new angle to the series as well. I've noticed the last few stories were about writing books, giving keynotes, developing groundbreaking films. I thought there might be room to explore resonance from the angle of tiny projects or lines of copy or (my world) jokes!
I’m a longtime comedian and joke writer. I currently work for Example Show, perform standup 3-5x per week in NYC, and host a podcast called Example Podcast. Before that, I did marketing for Random Brand.
If you think the idea I shared has legs, would you be open to exploring it in an episode with me on Unthinkable? I’d love to appear and contribute some stories and ideas about the idea that tiny choices and "small" projects can still resonate in a big way.
I can take you inside the process of joke-writing for my own standup and for the show I write for, share some techniques most folks don't know about my field, etc. Maybe we could deconstruct a joke we each write and swap notes too.
Would love your thoughts, or other ways I might contribute. You know your audience best.
Thanks so much! I put a few examples of my work below too.
-Jane Doe
My background: URL
A recent public appearance: URL
Nobody pitches like this! The bar is so low. This leaps over it!
It would blow a host’s mind and instantly get you a closer look, if not an immediate reply.
Remember: expertise is table stakes, and bad pitches have given a bad reputation to good pitches. You’re up against a ton of friction. You have to make each pitch better, which means sending fewer pitches, customizing them (authentically and not with placeholder copy or automations), and above all, you need to pitch an angle and pitch interestingness, not pitch yourself or your background.