A year ago I decided it was time to start "getting out there" about my new mentorship program for men. The product rocks, the community is solid, and all I needed was a dedicated community of like-minded guys. There were several ways to begin raising my "expert" profile including live speaking, TV appearances, print, blogging, social media, etc.
Being an editor at one of the top 100 blogs on the web, I know the power of blogging. Having done media relations in the Hollywood entertainment business, I know the power of the camera and print. Having now spoken on the red TEDx carpet and alongside speakers like Gloria Steinem, Jane Fonda and Michael Kimmel, I know the power of the stage. But I chose podcasts. Here's why.
I targeted podcasts because I wanted to create real relationships with my target audience. Every single person that has listened to me on a podcast has spent 30 minutes to an hour getting to know me. Do you think that level of trust is higher than someone who breezed past my Twitter profile for 3 seconds? Yes. I got a chance to hone my message, to work on the sound bites, to get real about my story, and to grow my network... all while serving people. Everyone who listened in got something powerful for free. And everyone who interviewed me got free content and access to some of my lists.
The results? I've had 3 private clients and 3 live speaking events booked because of the exposure from a podcast. We're talking 5 figures here. Do you want money and community? Do this.
Here's how I got the interviews... and how you can too.
1. Create your You-nique message. What is it you're going to deliver that is unique to you? Develop a system around this, if you don't already have one. Create a title for your talk and the key messages you'll cover. For help with this, here's my interview on the Coachzing podcast.
2. Research the top 25 podcasts in your category. I hired someone on Fiverr to find the contact information for the top 25 podcasters in my categories. I listened to each of them to get a feel for them. While listening to their shows, I honed my message even more. What do they need, a talking head or a conversation? Then I tailored my contact email for step 3.
3. Reach out to your favorite 3 shows. Yes, you need to actually listen to the show and care about its success. These podcast owners have worked hard to develop a brand, a community and a consistent show. It's hard work. They need to trust you. When you reach out as an expert AND a listener, you show you are more likely to understand their audience. Imagine showing up to The Tonight Show with Jimmy Fallon having never seen it... your lip-synch battle would be just awful. The reach out might be this simple, "Hello, great show this week about _______, this one thing you said was really cool, '___.' I'm launching a new book/program/T-shirt line that fits your audience, and I'd love to talk about it on the show."
4. If you're having trouble getting bigger shows, it may be that you don't have enough of an audience built up. In that case, start with smaller/newer shows who need content to build their community. And really, you need to start growing your audience in some measurable way (email is best, but Facebook and Twitter followers can be a good measure as well).
5. After you get your first show, ask the podcaster who else he/she would recommend you contact. I've found that the podcasting community is pretty tight. With this simple referral tactic, I turned a smallish show (that I loved) into an introduction to the biggest show I've been on to date.
6. Follow up with a thank you, and PROMOTE IT LIKE CRAZY! The better you do in promotion, the more likely you are to be remembered.