3 Steps to Successfully Pitching Podcasts

Written by Julie Parise

It seems podcasts are becoming more and more popular every day. If you are looking to get your book or business great publicity, pitching podcasts is a great way to do it. As many as 80 million Americans listen to podcasts on a weekly basis, and the audience is becoming increasingly diverse, according to the latest research. 

What is the best way to go about pitching podcasts? A recent survey found an overwhelming majority of journalists and producers prefer to be pitched via email. Here we will go over the three steps to pitching podcasts: Research, write and send the email pitch. 

Research: the first step to pitching podcasts

You may think you find a podcast that aligns with your business, ideas or or way of life. Great! Look up the show on iTunes, ListenNotes, or your preferred search engine. Take a look the most recent episodes and ask yourself these questions:

Is the show still producing episodes? 

There are plenty of podcasts out there that are no longer active. Because they still show up in search results, you’ll have to look closer to see when the latest episode was released. You don’t want to waste your time pitching a show that stopped making episodes in 2019. 

Finding these inactive shows can still help your campaign. Use the inactive show as a jumping-off point. Research the host and see what they’re currently working on. Check the podcast search engine to see if they’ll show you “similar” or “related” shows, and continue building a list of podcasts where you might be a fit.  

What is the format of the show? 

Not all shows have guests. Many podcast hosts produce solo shows, or only have guests on by invitation only, for special episodes. Double-check past episodes to confirm the podcast has guests.

What are some talking points or topics the show hasn’t hit on yet, but would be a good fit for the audience? 

If the podcast is still active and features guest interviews, check out as many recent episodes as you can. Actually listen to them, and also read the show notes. Does this take more time? Of course. However, it will also allow you to write a better pitch, which will lead to more success.

Jot down some notes about your own thoughts related to items discussed on the show. Think about what you could discuss or how your area of expertise would fit in with the show, and what the listeners may appreciate and connect with. This will help you write the perfect podcast pitch. 

Writing the perfect podcast pitch

Personalize your pitch. 

This may sound basic, but it’s super important for pitching podcasts. You’ll most likely be sending your pitch to a show host, but sometimes you’ll be emailing an assistant or a producer (more on that in the next section). Find the name of the person you’re pitching and include it in your greeting. You can also include it in the subject line. For example, “Pitch for Julie: [Insert Pitch Topic Here].” 

Demonstrate that you listen to the show. 

You want the person on the receiving end of your email pitch to feel like you’ve done your research, and that you actually watch the show. There are a few ways to do this. You can do this by offering a reaction (or even better, a compliment!) about a recent episode right off the bat. 

For example, I recently pitched a podcast where the host had previously mentioned she was moving several states away to be closer to family. I started my pitch with a quick mention about my own experience doing the same. She wrote back that same day, and had our client on her show. 

Establish yourself as an expert.

Include your “expert statement” (here’s our freebie all about creating one of those!) about who you are, what you do, and why your area of expertise is relevant to the show. Keep it brief, around 3 sentences or so. 

Suggest show topics that you can talk about. 

After establishing yourself as an expert in your podcast pitch, explain that you’d love to join the show and offer 2-4 bullet points about topics you’d like to discuss. Put them in bold, so that if someone is briefly scanning your pitch, they will get an idea of what you can talk about.

End with a call to action. 

This is a simple element of any podcast pitch that people sometimes forget. Put the ball in their court. End your pitch with a question about next steps. It’s as simple as, “Can we set up a time to talk?” or “Would you consider booking me as a guest for a future episode?”

Are you ready to start landing publicity that positions you as an expert and grows your business or promotes your book? Get our Podcast Course!