Speak where your colleagues and competitors were featured.
What is reverse engineering and how can you use it to get more podcast interviews?
It means using deductive reasoning to grasp how an existing process accomplishes a task without performing the actual activity.
For many people, it means working backwards from the result to figure out how to get to the beginning.
For example, because I wanted to reach attorneys who listen to podcasts, I conducted an internet search for legal marketing shows. I looked for opportunities where I had not previously appeared.
When reviewing a few episodes of each one, some guests stood out because they were colleagues or names I recognized.
Now comes the step where you reverse engineer the process. Go to the website Owltail, which is a directory of podcast and episodes. Search for the name of a guest to generate a list of their appearances; Owltail includes a link to each show.
Here I made note of where those colleagues had spoken and gathered information about those shows.
On each of these newly discovered podcasts, I noticed whether someone had spoken about one of my preferred topics: media relations for attorneys.
In almost every case, it had not been discussed or it was addressed long-ago.
Bingo! Here was my opportunity. I contacted 24 podcast hosts and proposed I speak to their audience on the subject of how attorneys might introduce themselves to reporters.
The payoff came quickly. I recorded three podcasts in three days and continue to book more appearances. Plus, some of the hosts themselves have indicated an interest in my services.
This Month’s Tip
Podcast hosts are always looking for guests; accordingly, write an email to the host that shows why YOU would be a great resource to their audience.
- Refer to your shared interest in the subject that is the focus of the podcast and mention that you have listened to previous episodes.
- Cite one that is closely aligned with your proposed topic or name a colleague who appeared on the show.
- Indicate how you will provide a fresh look at a specific subject.
- Remember to state you will actively promote the episode to attract more listeners.
This approach will make you a highly attractive guest.
It’s time for you to step up to the mike and be on a podcast. Consider which shows are most relevant to your audience and conduct preliminary research. Then, contact me at Janet@JanetLFalk.com, set an appointment here or call me at 212.677.5770. Together we’ll reverse engineer the podcast universe and introduce you to hosts with a compelling pitch that will put you in the guest seat.
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