Podcast Builder Club
Podcast Builder Club

Episode 53 路 3 months ago

Get Booked as a Guest with this Pitch Feat. Jason Cercone

ABOUT THIS EPISODE

If you are trying to get booked as a podcast guest, you must listen to this episode. 

This episode was created from a recorded conversation I had with Jason Cercone (jasoncercone.com). Jason is a consultant in the podcasting world, and I think he is a valuable asset to the podcasting community. He's one of the good guys. 

Jason shares tips on how to become a part of a podcasts valuable content:

馃帳 The 5 critical factors for a Podcast Pitch

馃帳 How to determine what podcast to pitch

馃帳 How to stand out by showing genuine interest

馃帳 Exactly what should be in your pitch

馃帳 How to make the producers job as easy as possible

Download Jason's guide for FREE here: https://jasoncercone.com/thepitch/

Need some help with the podcast? 

Join the Podcast Builder Club facebook group: www.facebook.com/poddecks

If you're having trouble getting bookedon other podcast as a guest chances, are your pitch sucks now in thisepisode I've got my friend, Jason Sir cone and he's going to share with youthe five critical factors to an effective pitch. Now you might havenoticed I've had less and less guests on my podcast as time has gone by andthere's a big reason for that. It's because most people who pitch me don'thave a valuable message to share with you, and so I spare you from a uselessconversation and that's one of the reasons I wanted to have Jason on. Hecame to me with an idea for this episode that we collaborated on tocreate some value for you now before we get started. Jason is giving you hisbook, his no bullshit guide into having a great pitch for free, I'm going toshare with you at the end of this episode, where you can download that somake sure you stick around. So every episode, I think, has toaddress a problem and solve that problem. So in our conversation Istarted by asking Jason, where he thinks podcast ers. Go wrong with theirpitch. I think that, for whatever reason I think people have thismentality that they belong on every single show. I don't know, if lazy Imean, maybe to a degree, there's some laziness to it, but I also thinkthere's just the there's just a lack of education they're not fully thinkingthat okay to be a guest on a show. I shouldbe thinking about a bands, but D is The critical factor in that critical factoris the fact that podcast ers get pitched people all thetime, and people are constantly outreaching for either themselves orfor people they represent. So they're filtering through all of this Manutagiinformation. Some of it may be good, but a lot ofit's very bad and it doesn't show any...

...genuine interest in that show. Comingfrom that person, that's pitching. So how do you stand out amongst all ofthat? You come forth with a pitch that actually shows that you've taken thetime and it's not just constructing something. In word form that says, youshould have me on your show and it looks good, there's actual legitimatework put in to where they look at the the podcast they discover. If it'sright for them, you know they look to see if that podcast brings on guests,because sometimes podcast don't have guests. Yet people pitched to hey, haveme on your show, and I think the more that people take the time to learnabout a podcast and learn if they would truly be a good fit and then craftsomething that's going to stand out. It's going to lead the better timespent both in the pitching process and then getting on the right show, becauseif you pit yourself to be on a show- and it's completely irrelevant to yourfinal cause- then what's the point you're just talking into the void, so we've learned that going on any showisn't going to win. You need to get a little bit more focused. You need tofind the right podcast to be on. I asked Jason How he decides, whichpodcast to pitch it's not just podcast ers that this isdesigned for m. This is design for anybody, because what I'm discovering is that the powerof our podcast platform is tremendous, not just for us as podcast Ers, but forauthors and for entrepreneurs and an business owners of all different sizesshapes you name it like. If they can harness the power of the podcastplatform, they can truly build their brand on an epic scale and they do thatby using the most powerful weapon in their arsenal and that's their voice, and that starts with finding the rightpodcast. They can't. You can't do this...

...without finding the right show to be on,because if you go on a show like I said, if you, if you're in marketing- and youwant to attract clients that are marketing and you go on a wrestlingpodcast who's going to win there, nobody it's adouble disqualification, as they say in the world of W W F, but for pod cancers to- and I actuallyjust talked about this on another show earlier today, the the host asked me.What do you feel is the best way to promote your show, and I feel the bestway is to go on other podcast collaborate to have a good conversationand and show case your knowledge on your subject. If your subject ispodcast ing then go out and talk about that if you're podcast, that talksabout science fiction will use that, as an example, go find some other sciencefiction podcast and talk to those posts and help them generate good content andconnect with their audience. If you take those steps that audience if theylike what you have to say, and they love what you're putting down they'regoing to pick it up and they're going to come over to your show and see whatyou have to say, and it's not sales, it's just going on these other showsand having a great conversation. So to answer your question: If you're someone,whether you're a podcast er or whether you're a business professional orwhatever bucket you may fall in and you're veryniche, you have to think about the audiencethat would be listening to a specific show if they are listening to. If youdiscover that they are listening to that show because they are going to be learning somethingyou can go on that show and be a resource that they learn from now. There's some evergreen content outthere that whenever someone discovers it they're learning from you and ifthey like what they learned, the natural instinct that we all have ashumans is to go, seek that person out and see what else they do.

So, if you have a podcast, if you havea yout channel, whatever the quick case may be they're going to find youthey're going to seek out more value from you during our conversation, we were jokingabout how to say niche or niche, and we came up with a new way to say that word,which is liche you'll, hear Jason Reference Niche in this next clip, I would say, for Niche People: That'sthe approach, if you're all over the map, I'm going to rain it in a little beingall over. The map is very hard to manage, and it's that whole ready fireaim mentality. If you don't have a target to shoot at. What can youaccomplish? You have to think about what am I doing with everything likewhat is my ultimate goal. Do do my looking to make money and I looking toget more followers. Do I want to build a bigger audience, so I want to grow anemail list. I can't answer that only you can, but once you figure out whatthat is, then you can start to say. Okay, I have my objective in place nowI look at podcast that help in that same regard with that objective, and now I need to find a way that I canget in front of that audience and connect with the people that producethat podcast and say: Hey, look I'm in this worldand I love what you have to say about x and I think I could come on your show,and I could talk about that as well and we could impact your audience in a bigway. This next section of our conversationcontains one of the most valuable pieces of information that you can takeaway to differentiate yourself from all the other podcast ers out there tryingto get on shows here's more from Jason on showing legitimate interest in thepodcast that you're pitching your objective is okay, I want to. Iwant to be on podcast. This is how I'm...

...going to build my brand. This is howI'm going to get the word out about me, being an authority figure in my spacein my niche and I'm to drop that as many times as I can, and this is how I plan to go about it.If my objective is okay, today, I've got to get out of bed. I've got to takea shower and I've got a contact. Fifty podcast, that's the spray and pray approach. If you're legitimately going to do this,I would say I'm going to do to I'm going to contact to podcast day,because I'm going to take the time to take a list of five and I'm going tonarrow that down to the two that make the most sense for my objective andthen I'm going to take a couple minutes to go in and read some reviews and thenI'm going to look through the catalogue and I'm going to find an episode.That's title jumps right out at me and then I'm going to listen to thatpodcast and I'm going to absorb the information within that podcast and seeif it actually resonate with me and then after that, your pitch which willget to is. Are you going to be pretty much built other than plugging in thispersonalized information? So the longer burn on this is that research is doingthat thorough up front leg work. Once you have your pitch developed, then youjust plug in the information that's relevant to the person that you'repitching to so that's to me is a much moreeffective way of going about this, because the value that can come fromthose two podcast that you connected with can go much further than just throwinga bunch of names at the wall and seeing which one sticks and think about it.How many podcast? Can you really be on? I mean all at once. I mean if you, ifyou contacted fifty podcast, and they all want to have you on this week- justsay that that best case scenario s all fifty respond and yeah. We want you onthis week. How the hell are you going to pull that off? No one has that kindof time then you're in this funk of how you schedule it. I mean,and that's a long shot that that would never happen. But if you nail both ofthose two that you contacted because...

...they loved what you had to say and- andyou showed them that you were genuinely interested, then you can planaccordingly and then you can start spacing it out to where, if you're onone to two shows a week, Jesus the results that you can pull from. That iscrazy, good and it's just much better in the long run, because it's also iteliminates some of that blindness that you might have going on to a podcast. Iknow you- and I have talked about this before- that some people have no cluewhen they sit down with someone for the first time, what they're going to talkabout and if that were to occur it would suck. But if coming in it as aguest, at least you would have some idea of what they've done in the past.So you can have a little bit of an expectation of what's coming so as a podcast guest. You can eitherjust show up and talk into the Mike or you can try to collaborate with thepodcast host to make the best possible content. Ever in the next section,Jason Talks about explaining in detail what it is you can bring to the show. Well, I think that it's like having a conversation with someone. IfI had just met you travis and let's just say we were at a podcast andconvention which we will be in a couple months, but we're there and I meet youfor the first time, and I just start talking about myself. What are yougoing to think of me? I, this dudes conceded this dude has no clue how toactually talk to human beings. I've got no time for him and and I'm out, likeI'm looking for a way to get away from this person. Email is the same waybecause if I send you an email that says, hey, trais, here's this big Blobof a paragraph that says why you should have me on your show, I'm probablygoing to check out, because I don't know you, I don't have any attachmentto you. I don't have any significates...

...as to why you would be a good fit formy show, I'm going to hit the lead, I'm probably not going to get anywhere pastthe first few sentences of this because you're just throwing up on me all thesegreat things about yourself. If you take it from the standpoint of Hey,let's just say this is my pitch to you: Hey Travis. I was just listening toepisode. Fifty four on your show. That was all about this this and this, anddo that absolutely hit home with me. I got this from it. I'm able to take thispart of that show and implemented into my business. That was some killercontent you guys put together. It was fantastic, then your next paragraph ishey man, I'm all about that too. This is actually a little bit about what Ido and I feel that if you and I were to connect and talk about this, the content that we create is going toabsolutely resonate with your audience. And that's that's the start, becausenot only did you not throw up facts and things about yourself to kickthings off, but you showed right from the start that you had that genuineinterest and you took time to listen to some of their content. You weren't justguessing that you'd be a fit you're, actually proving that you're going tobe a fit on that show. So that's to me the start is it's allabout that first impression and it's all about getting them to keep readingif you're pitching them from email format that it's all about getting themto keep going, because they need to see your expert topics that you're going tobring to the show which we can talk about next or we'll get to at somepoint here. But that's all part of building the pitch is here's two orthree things that I can talk about and we can go into detail and if this worksfor you great, if there's something that you'd rather talk about in thisball park, let me know and we'll go from there, but ultimately yourshowcase, your knowledge you're, showing them that you can come on theirshow and talk about something in...

...intelligent fashion and you're. Takingsome of that leg work out for them, they don't have to go research. Youbecause you just gave it all to them right up front and podcast ers are busy.Some of them are doing it full time. Some of them are doing it as a hobby,but either way they have a life outside of their show. So if you can make theprocess a little easier for them by providing good information that theydon't have to now go find again putting yourself ahead of the curve and puttingyourself in a great spot to get picked to be a guest on that show. So I want to ask you a question on ascale of one at ten. How easy do you make it for the podcast Er to have youon the show and be real with yourself? I think thatthis is an underrated quality, as a collaborator is trying your best tomake the person you're collaborating with life, I as easy as possible in thenext section. We talk about just that show casing value from top to bottom,in your pitch from the fact that you research their show right into why theyshould have you on to what you're going to do for them once that show goes liveif you have a platform, that's more popular than others, and gets moreengagement that you bet your ass on, going to put this on there and we'regoing to show everybody, because, as podcast Ers, we love to know that whenyou get somebody on your show that, after that show goes life they're goingto feel as strongly about it. As you do and they're going to take that piece ofcontent and hey hey, look, I was on Jason Shawl. I was on Travis's. Showwas awesome now. Does that happen all the time, unfortunately it doesn't andthat's where sometimes I think, people we think as podcast Ers, when we get abig name on our show that that's there, it is, there's the silver bullet we'regoing to blow up now, and that doesn't...

...happen because you said it earlier in our conversationTravis these guys could be on thirty five hundred other podcast that week and they're not into promoting it ontheir platform they're into getting their name and their message on toother platforms after they do that their work is done. So on our end, wehave to be thinking in that mind, set of what can we do to build our audienceand if we keep bringing invaluable guests like that, that's going toresonate. It takes a little bit more time, but ultimately it helps us puttogether a great catalogue of content. So if you want to be part of a podcast,Er's great catalogue of content, you have to find the best way tocommunicate with them, and then we touched on it earlier, but makingtheir life easier. In regards to the research process and the assets thatthey'll need to promote the show we said earlier, a step you can take ischecking out their social media and seeing how they're promoting shows andwhat they're doing to get the word out there. That will tell you right therewhat you need to send them so send them a bio. Send them a media kid if youhave one, send them some imagery. If they're, you know, if you see that theyhave head shots, make sure you send a head shot. If they've got action,photos make sure you send an action photo because eventually they're goingto ask because more than likely they're going to want to keep their marketingconsistent from show to show. So you give them all of that up front. What reason would they have the samenote other than they just don't like the cut of Your Jib? There's lots of different ways that youcan hitch podcast hosts. You could send a DM on social media craft, an email oruse a service like pot match. I ask Jason what he thinks is the bestpossible way you can reach out to a podcast host. I think email is stronger. However, Ithink you could still find some value...

...in those apps. However, all of thatcomes down to these communications that you take, I mean just because you're onan AP doesn't mean that you want to take a short cut. You want to make surethat you're still reaching out to them in a fashion thatmakes your pitch stand out. So I think, whatever method you want to use, whichmakes life easier for you than great and I think it'll ultimately come downto what platform brings you success. You know I prefer to use email when I'mreaching out to people, because I still, I feel email still has a lot of powerand if it's crafted well, you can get everything you need, including yourattachments, your your bio, your media, kid any images. Anything you want toinclude that again makes life easier for that person. That's receiving itthen email checks off all those boxes, but if you use match rinker Don FM andyou get five bookings in a row from five reach outs, then obviously you'redoing something right so end of the day. Do what works man like just get get on,get on to some platform that will get you where you want to be, and if you'relistening to this, I'm assuming where you want to be is on other podcast, sofind the platform that works for you don't take short cuts if it's an APversus email, but ultimately you want to make sure that you can give themeverything they need. That would make them say. Yes, you can get a yes out ofthem, because you took time to do all of these steps correctly. That's a win that wraps up the conversation I hadwith Jason, Sir cone. You can actually get this as an e book. It's called apitch, a bull shitless guide to getting booked on podcast grabbing the Mike andElevating your brand, his head over to Jason or Conomo, and on the top NAB bar.It says the pitch you'll be able to...

...download this guide, get the emailscripts and go further into this amazing resource. I really enjoyedJason's company and turning this episode into something different. So Ihave a question for you: Are you bored with podcast interviews? Are you boredlistening to zoom calls and conversations of that such well? I amtoo so I decided to turn this episode into something that I was super proudof and I'd love to know your thoughts on. If you enjoyed this style of aninterview, podcast put a little narrative spin on it and I chopped outall of the stuff you didn't need to get value in this episode, so hit me up inthe dams at POB decks. I would just love to know what you thought of thisepisode. I put a lot of work into it and I think it was absolutely worth it. I.

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