Pitching podcasts (or anything, really)—my top tips

I’ve done a TON of podcast pitching for myself and clients. (With a 40-ish% placement rate, which I think is pretty good odds.)

These are some of my favorite jumping off points if you’re wanting to pitch podcasts more.

1️⃣ Leverage your network. If a friend or peer has guested on a relevant show, ask them for an intro to the host. (Ideally with a relevant topic idea already in mind so the host can contextualize you within their existing content calendar.)

Or let’s say you don’t feel comfortable asking for an intro. You could still center your cold pitch to the host around the episode of the person you know and how your POV is related, but differs from theirs. That way, the host sees that you’re relevant, but would offer something new to their audience.

2️⃣ If you love listening to a podcast (especially niche/smaller ones to start), that’s the perfect way to genuinely pitch a host—as an avid listener and part of their ideal audience. You’ll show you understand and fit into what they’re building, which is the most essential element for a host deciding on guests.

3️⃣ Use the Apple Podcasts “suggested podcasts” feature listed below any shows you already know you like (or that you/your peers have been on) as a rabbit hole entry-point for your research! It’s really really good at showing shows with similar size, topic, and audience.

4️⃣ Once you’ve guested on a couple shows (or been featured anywhere—a stage, a write-up, a community, etc.), you can reference those in your pitch. The host might recognize peer podcast names or other places you’ve been visible, so you’ll have automatic social proof.

5️⃣ Use a base template that you customize each time without having to start from scratch. But KEEP YOUR PITCH GENUINE. Answer why them, why you, what’s the point and how can you show that you’ve actually thought all of these questions through? It doesn’t need to be a novel, but it does need to be specific and true.

As a host, I’ve gotten too many AI-generated or poorly outsourced pitches where they injected fake interest by referencing the latest podcast episode, but making it clear they’ve never listened to even 30 seconds of my show. Do 10 minutes of research about the host (personally), the podcast promise/essence (strategically), the past related-but-not-quite-duplicate episodes (content-wise). This basic intentionality and personal interest go so far.

^This last point is the most important. I had a whole podcast episode planned about how NOT to pitch a podcast because the ones I’ve received have been so bad. If I ever resurrect my podcast, I’ll record it. And even if not, I may have to do a whole newsletter/blog post about it. Let me know if pitching tips (and anti-tips) are useful and I’ll do a part 2.

Some of these tips are also translatable to pitching traditional media (like when I got a Forbes placement for my client with a single pitch), informational interviews, market research prospects, potential collaborators or sponsors, etc.

The gist: stay HUMAN. Research well. Make it obvious why it’s a value-add for them, not just a favor for you.

And if you want a second set of eyes to zoom out to the big-picture strategic alignment of your pitches AND zoom in to the line-editing details of the actual pitch, I’m your righthand woman.

Both a 1-hour Quick Win Consulting Call and month-long Messaging Momentum work great for pitching, depending on how your brain works and where you’re starting from.

Book either directly, or grab a free Alignment Call to chat through what might be the best fit.

This is an excerpt from Toward Purpose & Progress, my newsletter where I share business tips, good news, shoutouts to Founder Friends, and other juicy snippets. Subscribe here for more rants, reflections, and resources.