December 25, 2025 • 13 mins
Podcast guesting is often seen as a way to generate leads directly from listeners—but that’s the slowest and hardest path to control. In this episode of Amplify Your Marketing Message with Christine Campbell Rapin, she reveals the faster, more effective strategy: leveraging podcast guesting as a referral engine through the host relationship.
With over 300 episodes recorded and hundreds of guests interviewed, Christine shares insider insights on how to build trust with hosts, nurture long-term partnerships, and turn guest appearances into warm introductions and paying clients.
Listen to this Episode to Discover:
- Why relying on podcast listeners for leads is inefficient—and what to do instead
- How to research shows strategically to ensure audience overlap with your buyers
- Building authentic relationships with hosts before, during, and after the interview
- Why outsourcing guest pitches to agencies fails 99% of the time-Showing up professionally: lighting, sound, environment, and preparation matter
- Post-interview best practices: promotion, tagging, and long-tail visibility
- Bonus strategy: leveraging long-tail podcast content for ongoing discovery and referrals
Resources: Text “Podcastgift” to 26786 for a 10‑minute video on mastering your marketing message.
🎧 Listen Now: Listen now, save it for later, and start implementing today—because If you’ve been guesting on podcasts but not seeing results, this episode will change your approach. Christine shows you how to stop treating podcasting as a hit-and-run tactic and instead use it as a referral engine that builds trust, creates warm introductions, and drives fast paths to cash.
CLEAR Acceleration Inc. Business Growth Simplified https://www.christinecampbellrapin.com
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:03):
If you are a B2B service based business owner and you are
looking to gain more clients, create more impact and more
revenue in your business, TuneInto amplify your marketing
message with Christine Campbell Rappin.
Every week we're going to take you through how to build an
audience of buyers, mastering your marketing message and
making offers. One of the biggest things that
(00:24):
people choose to spend time podcast guesting for is a belief
that it will create leads and those leads will become paid
clients. You think the answer is in the
audience, the listeners of the show.
And while that may happen, it's really, really hard to control.
(00:51):
And so I want to shift your perspective and show you the
faster way to find clients with podcast guesting, it is through
creating referrals with the host.
I am Christine Campbell Rappin, and I have interviewed hundreds
of guests on multiple platforms over the years.
And podcasting can be a great source of lead generation.
(01:15):
But truthfully, most guests are missing golden opportunities for
fast, warm introductions and getting clients in the next 90
days. So let me break it down.
What can make you exceptional asa podcast guest?
So when it comes to introductions and finding ideal
(01:40):
leads for you, warm introductions have a faster
track and a higher conversion rate than every source of cold
traffic out there. And so I want you to be thinking
about where you're playing, how you're playing, and how to
leverage your guesting better. It all starts down to the host
(02:06):
and choosing the right shows that are appropriate for buying
behavior. So many people think the goal is
just be on a podcast and get airtime.
But my friends, if you are in the wrong room, in the wrong
audience, with the wrong messagethat does not tie to a program
(02:27):
or service that people will pay you for, you are colossally
wasting your time. Stop it.
Instead, I want you to think about your business need.
What are your programs and services and who is your next
buyer? You could use the word shopper,
client or customer. For me, I always talk in terms
(02:51):
of the buyer. The buyer audience profile is
what you need to be gauging whenyou research which shows you
want to be on, because you want to be in the room of buyers is
the best path to getting your next client in your ecosystem.
So do the research about the show.
Talk to show producers and ask them who are they targeting and
(03:16):
make sure there's a very strong overlap.
And I also recommend picking shows where the hosts programs
and services and offers are in sequence of your delivery, that
if the two of you come together,you get better results for the
buyer, shopper or the customer. Because when that happens,
that's magic. That's exactly what we do with
(03:38):
our show. My show is designed
intentionally to be a referral engine, not to be a lead
generator directly. And it's working spectacularly.
So you do your research, and when you're researching the
show, you are starting to engagewith the host.
That means listening to episodes, commenting on the
(04:00):
episodes, taking Nuggets from the episodes, and putting that
public on social media. It means reviewing the show and
connecting on social media platforms, not just with the
show, but with the host as an individual.
Because my friends remember people do business with people
even in the world of a lot of technology and especially in the
(04:22):
world of AI. They have a personal
conversation that can add so much value to your bottom line.
So you're building the relationship with the show and
you understand the audience. It's an overlap with who your
buyers are and you start to engage with the host and say, I
(04:42):
believe I have several ideas that could be of value to your
show. Would you be interested in the
conversation around that? That is the basic details for
your application. And I will tell you this please,
if you want clients, don't outsource this relationship
building to an agency. 99% of agency pitches get tossed on our
(05:08):
platform because the people who are pitching are pitching a
concept, a topic. But I don't care so much about
the topic. I care about the relationship
referral of the guest themselves, and if the guest
won't engage with me, won't directly support me, I am not
interested in you as a guest on my show.
(05:31):
So put together a very crafted, tailored pit to support the
individual who is hosting the show so that they can look good
in front of their audience, so that they can add value to their
audience and so that they can add value to their network.
Because the only reason a host has a show is to add value to
(05:52):
their network value to their clients and to be of service to
the next client for them. Interesting, right.
So you've done some research, you're targeted with your
approach and that I want you to show up professional.
And I am gobsmacked that I have to state that.
(06:16):
But you need to be prepared to put your best foot forward in
front of somebody who could opentheir Rolodex.
Yes, I'm dating myself to their network, their personal
professional network and their audience, all of which they have
a very strong gatekeeping natural instinct to protect.
That means if I have told you for our show that it's video and
(06:38):
you need to show up looking withgreat lighting, great sound in a
professional environment, do notshow up in your jammies at night
at 3:00 in the morning and say, oh, is that what we're doing?
And trust me, the reason I'm still stating this, I'm
gobsmacked. It needs to be said, show up
professionally if you expect people to pay you and you will
see exponential dividends and you can really stand out from a
(07:02):
crowd. So you show up professional and
you ask the host these beautifulquestions.
We're here to talk about this. How best can I be of service to
you and to your audience, in that order, and then deliver,
Deliver what you promised. And after you've completed the
(07:22):
recording. It doesn't stop there.
You should be posting on social media that you were interviewing
on that podcast. You should be tagging
professionally the podcast and the human host across your
social media platforms. When the release date comes out.
You want to be a great promoter of the episode.
(07:44):
And here is the golden bonus point to building a great person
who's going to advocate for you,the host, is that podcasting is
a long tail strategy. You should be picking topics
that have a good long shelf lifeand that you want to be
associated with for years because search engines will pull
(08:05):
this content, especially if it'sa video content for a long
period of time. I have a great personal story
about that. My show has been around for
years and we have been putting video and audio content out
since day one. A friend of mine halfway around
the world feeling a question around building reciprocity and
(08:26):
building trust with your next buyer in her business and she
googled ChatGPT or shouldn't Google.
She entered ChatGPT and ChatGPT showed my podcast in episode
recommendation #5 that long tail.
I have no idea when I recorded it two years earlier that it
would be in ChatGPT cause Chat GT was not a thing when I
(08:47):
recorded it and yet it was tailored, specific, valued and
was given as a resource when herquery was entered.
It's awesome that human connection to the host, which
was me, helped her land her first client in a new geography.
So if you want clients think this through long tail be of
(09:11):
service be of value. So if your bonus point
listening, don't forget that that podcast has great value
well after the original air date.
Going back and having my past coasts or my past guests go in
and reshare episodes down the road is a beautiful way to
(09:31):
distinguish yourself. So let's just recap where we
are. If you want to build clients out
of podcast guesting, it is not the abstract 50,000 feet
listener that can be the next client.
It happens, but it's rare. It is actually the direct
relationship with the host that can add a faster path.
(09:54):
Because that host, if you do a great job nurturing the
relationship, being committed tothe relationship long term,
because you guys are strategic partners, because you share the
same audience of buyers or you're in sequence of the buyer
to get better results. You don't need to be on
thousands of shows to see big ripples.
You can be on a dozen shows and see massive momentum because
(10:19):
truly the host is the key to it all.
Nurture the relationship with the host before show up.
Professional say to the host when you have wrapped the
episode. First off, thank you for the
gift of sharing me with your audience.
How can I be of service to you? How could it be of service,
(10:44):
particularly for your individualbusiness that's most important
to the host? How can I be of service to your
show beyond being a great guest promoter?
How can I introduce potential other guests to you?
And are you as a host looking for other stages?
Because I, as a guest, have beenon many platforms, maybe I can
(11:06):
introduce you to hosts. That level of care, that level
of human to human support has huge ripples, huge ripples.
And I will tell you from having recorded 300 episodes plus so
far in multiple shows, there's probably 5 guests that have
(11:28):
taken the time to do this. Podcasting is not a hit and run
exercise. It is not the fastest path to
cash from an audience member perspective, but it can be a
very direct path to cash when you build relationship and you
build reciprocity and you build faith, trust and confidence with
(11:51):
the hosts. The hosts are where it's at, my
friends. So let me conclude and just wrap
this up. Podcast guesting is incredible.
If you are not prepared to buildthe relationships, human to
human, with the host, this should not be your number one
strategy or even in your top three, because outsourcing this
(12:15):
to an agency loses all momentum.In the world where people do
business with people, people powered referrals are the
fastest path to cash. And one final note, if you do
find amazing leads that come from your host network through
(12:37):
their listener and or through their personal or professional
network, say thank you, Celebrate that.
Let the host know and personally, I always put cash in
their pocket as a show of appreciation.
(12:57):
My friends, I look forward to seeing you around the world of
podcasting. Come out, be a great guest, get
those referrals, and please stoptreating podcast guesting as a
hit and run. Build rich relationships with
the hosts and you will have fastpath to cash.
I'll see you on the inside. That's a wrap on another amazing
(13:24):
episode of Amplify Your Marketing Message with me, your
host, Christine Campbell Rappin.Be sure to subscribe on your
favorite podcast platform so youdon't miss another great
episode. And be sure to visit
christinecampbellrappin.com/podcastto get a free resource on how to
master your marketing message. We'll see.
If you are a B2B service based business owner and you are
looking to gain more clients, create more impact and more
revenue in your business, TuneInto amplify your marketing
message with Christine Campbell Rappin.
Every week we're going to take you through how to build an
audience of buyers, mastering your marketing message and
making offers. One of the biggest things that
(00:24):
people choose to spend time podcast guesting for is a belief
that it will create leads and those leads will become paid
clients. You think the answer is in the
audience, the listeners of the show.
And while that may happen, it's really, really hard to control.
(00:51):
And so I want to shift your perspective and show you the
faster way to find clients with podcast guesting, it is through
creating referrals with the host.
I am Christine Campbell Rappin, and I have interviewed hundreds
of guests on multiple platforms over the years.
And podcasting can be a great source of lead generation.
(01:15):
But truthfully, most guests are missing golden opportunities for
fast, warm introductions and getting clients in the next 90
days. So let me break it down.
What can make you exceptional asa podcast guest?
So when it comes to introductions and finding ideal
(01:40):
leads for you, warm introductions have a faster
track and a higher conversion rate than every source of cold
traffic out there. And so I want you to be thinking
about where you're playing, how you're playing, and how to
leverage your guesting better. It all starts down to the host
(02:06):
and choosing the right shows that are appropriate for buying
behavior. So many people think the goal is
just be on a podcast and get airtime.
But my friends, if you are in the wrong room, in the wrong
audience, with the wrong messagethat does not tie to a program
(02:27):
or service that people will pay you for, you are colossally
wasting your time. Stop it.
Instead, I want you to think about your business need.
What are your programs and services and who is your next
buyer? You could use the word shopper,
client or customer. For me, I always talk in terms
(02:51):
of the buyer. The buyer audience profile is
what you need to be gauging whenyou research which shows you
want to be on, because you want to be in the room of buyers is
the best path to getting your next client in your ecosystem.
So do the research about the show.
Talk to show producers and ask them who are they targeting and
(03:16):
make sure there's a very strong overlap.
And I also recommend picking shows where the hosts programs
and services and offers are in sequence of your delivery, that
if the two of you come together,you get better results for the
buyer, shopper or the customer. Because when that happens,
that's magic. That's exactly what we do with
(03:38):
our show. My show is designed
intentionally to be a referral engine, not to be a lead
generator directly. And it's working spectacularly.
So you do your research, and when you're researching the
show, you are starting to engagewith the host.
That means listening to episodes, commenting on the
(04:00):
episodes, taking Nuggets from the episodes, and putting that
public on social media. It means reviewing the show and
connecting on social media platforms, not just with the
show, but with the host as an individual.
Because my friends remember people do business with people
even in the world of a lot of technology and especially in the
(04:22):
world of AI. They have a personal
conversation that can add so much value to your bottom line.
So you're building the relationship with the show and
you understand the audience. It's an overlap with who your
buyers are and you start to engage with the host and say, I
(04:42):
believe I have several ideas that could be of value to your
show. Would you be interested in the
conversation around that? That is the basic details for
your application. And I will tell you this please,
if you want clients, don't outsource this relationship
building to an agency. 99% of agency pitches get tossed on our
(05:08):
platform because the people who are pitching are pitching a
concept, a topic. But I don't care so much about
the topic. I care about the relationship
referral of the guest themselves, and if the guest
won't engage with me, won't directly support me, I am not
interested in you as a guest on my show.
(05:31):
So put together a very crafted, tailored pit to support the
individual who is hosting the show so that they can look good
in front of their audience, so that they can add value to their
audience and so that they can add value to their network.
Because the only reason a host has a show is to add value to
(05:52):
their network value to their clients and to be of service to
the next client for them. Interesting, right.
So you've done some research, you're targeted with your
approach and that I want you to show up professional.
And I am gobsmacked that I have to state that.
(06:16):
But you need to be prepared to put your best foot forward in
front of somebody who could opentheir Rolodex.
Yes, I'm dating myself to their network, their personal
professional network and their audience, all of which they have
a very strong gatekeeping natural instinct to protect.
That means if I have told you for our show that it's video and
(06:38):
you need to show up looking withgreat lighting, great sound in a
professional environment, do notshow up in your jammies at night
at 3:00 in the morning and say, oh, is that what we're doing?
And trust me, the reason I'm still stating this, I'm
gobsmacked. It needs to be said, show up
professionally if you expect people to pay you and you will
see exponential dividends and you can really stand out from a
(07:02):
crowd. So you show up professional and
you ask the host these beautifulquestions.
We're here to talk about this. How best can I be of service to
you and to your audience, in that order, and then deliver,
Deliver what you promised. And after you've completed the
(07:22):
recording. It doesn't stop there.
You should be posting on social media that you were interviewing
on that podcast. You should be tagging
professionally the podcast and the human host across your
social media platforms. When the release date comes out.
You want to be a great promoter of the episode.
(07:44):
And here is the golden bonus point to building a great person
who's going to advocate for you,the host, is that podcasting is
a long tail strategy. You should be picking topics
that have a good long shelf lifeand that you want to be
associated with for years because search engines will pull
(08:05):
this content, especially if it'sa video content for a long
period of time. I have a great personal story
about that. My show has been around for
years and we have been putting video and audio content out
since day one. A friend of mine halfway around
the world feeling a question around building reciprocity and
(08:26):
building trust with your next buyer in her business and she
googled ChatGPT or shouldn't Google.
She entered ChatGPT and ChatGPT showed my podcast in episode
recommendation #5 that long tail.
I have no idea when I recorded it two years earlier that it
would be in ChatGPT cause Chat GT was not a thing when I
(08:47):
recorded it and yet it was tailored, specific, valued and
was given as a resource when herquery was entered.
It's awesome that human connection to the host, which
was me, helped her land her first client in a new geography.
So if you want clients think this through long tail be of
(09:11):
service be of value. So if your bonus point
listening, don't forget that that podcast has great value
well after the original air date.
Going back and having my past coasts or my past guests go in
and reshare episodes down the road is a beautiful way to
(09:31):
distinguish yourself. So let's just recap where we
are. If you want to build clients out
of podcast guesting, it is not the abstract 50,000 feet
listener that can be the next client.
It happens, but it's rare. It is actually the direct
relationship with the host that can add a faster path.
(09:54):
Because that host, if you do a great job nurturing the
relationship, being committed tothe relationship long term,
because you guys are strategic partners, because you share the
same audience of buyers or you're in sequence of the buyer
to get better results. You don't need to be on
thousands of shows to see big ripples.
You can be on a dozen shows and see massive momentum because
(10:19):
truly the host is the key to it all.
Nurture the relationship with the host before show up.
Professional say to the host when you have wrapped the
episode. First off, thank you for the
gift of sharing me with your audience.
How can I be of service to you? How could it be of service,
(10:44):
particularly for your individualbusiness that's most important
to the host? How can I be of service to your
show beyond being a great guest promoter?
How can I introduce potential other guests to you?
And are you as a host looking for other stages?
Because I, as a guest, have beenon many platforms, maybe I can
(11:06):
introduce you to hosts. That level of care, that level
of human to human support has huge ripples, huge ripples.
And I will tell you from having recorded 300 episodes plus so
far in multiple shows, there's probably 5 guests that have
(11:28):
taken the time to do this. Podcasting is not a hit and run
exercise. It is not the fastest path to
cash from an audience member perspective, but it can be a
very direct path to cash when you build relationship and you
build reciprocity and you build faith, trust and confidence with
(11:51):
the hosts. The hosts are where it's at, my
friends. So let me conclude and just wrap
this up. Podcast guesting is incredible.
If you are not prepared to buildthe relationships, human to
human, with the host, this should not be your number one
strategy or even in your top three, because outsourcing this
(12:15):
to an agency loses all momentum.In the world where people do
business with people, people powered referrals are the
fastest path to cash. And one final note, if you do
find amazing leads that come from your host network through
(12:37):
their listener and or through their personal or professional
network, say thank you, Celebrate that.
Let the host know and personally, I always put cash in
their pocket as a show of appreciation.
(12:57):
My friends, I look forward to seeing you around the world of
podcasting. Come out, be a great guest, get
those referrals, and please stoptreating podcast guesting as a
hit and run. Build rich relationships with
the hosts and you will have fastpath to cash.
I'll see you on the inside. That's a wrap on another amazing
(13:24):
episode of Amplify Your Marketing Message with me, your
host, Christine Campbell Rappin.Be sure to subscribe on your
favorite podcast platform so youdon't miss another great
episode. And be sure to visit
christinecampbellrappin.com/podcastto get a free resource on how to
master your marketing message. We'll see.
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