August 15, 2025 • 11 mins
Podcast Show Notes: Chapter 16 – The Guest Podcasting Traffic Playbook
Want to buy the books? PlatformGrowthBooks.com
Episode Summary:
In this episode, Jonathan shares how the pandemic forced him to pivot his book launch strategy from live events to guest podcasting. He reveals how appearing on 100+ podcasts became his “Hidden Stages” strategy for reaching new audiences and how you can use guest podcasting to grow your own influence—no book required!
Key Topics Covered:
- The challenge of launching a book during the pandemic and the shift to podcast guesting.
- Why guest podcasting is a powerful way to access “hidden stages” and engaged audiences.
- Common pitfalls: cold emailing big shows, accepting every invite, and wasting time on low-impact appearances.
- The smarter approach: using podcast matching services to find relevant, established shows.
The Guest Podcasting Playbook:
- Sign Up for Podcast Matching Services:
Use platforms like Pod Match to connect with shows that fit your expertise. - Optimize Your Guest Profile:
Craft a compelling bio, include social links, and showcase previous appearances for credibility. - Tailor Your Pitch:
Research each show, listen to episodes, and customize your outreach to match the host’s style and audience. - Prepare Engaging Content:
Develop stories, case studies, and actionable advice. Create a “one sheet” with discussion topics. - Deliver Value in Interviews:
Focus on actionable insights and personal stories to inform and inspire listeners. - Promote Your Appearances:
Share interviews on social media, write blog posts, and repurpose content to maximize reach. - Follow Up and Build Relationships:
Thank hosts, stay in touch, and nurture connections for future opportunities.
Action Step:
Complete the 24-hour guest podcasting launch:
- Sign up for a matching service.
- Build your guest profile.
- Research and select 5 target podcasts.
- Draft tailored pitches and a one sheet of topics.
- Practice your delivery and send your pitches.
Key Takeaways:
- Guest podcasting is a high-leverage strategy for audience growth, especially when traditional methods are limited.
- Focus on value, promotion, and relationship-building to maximize your impact.
- Consistency and preparation turn podcast guesting from a one-off tactic into a long-term growth engine.
Connect:
For more strategies and resources, visit Jonathan’s blog and subscribe to the Market Your Message Show.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hello and welcome to the MarketYour Message Show.
(00:03):
I'm your host, JonathanMilligan, author of the series.
Your Message Matters and formonths now, we have been going
through the entire six bookseries.
You can find these books inpaperback Kindle.
You can get'em in hardcover.
There's even.
Workbooks that you can implementthe exercises and there's even
(00:25):
audio books as well.
You can find those anywherebooks are sold.
But we've been walking throughthe fourth book in the series,
build Your Audience, and todaywe're tackling chapter 16.
The guest podcasting trafficplaybook.
Now, I'm gonna tell a littlestory in just a minute about the
power of this method.
(00:46):
I call it hidden stages becauseevery time you're a guest on
another podcast, there is awhole group of listeners that
you do not see.
That are gonna hear you speak.
That's hidden stages my friend,and you can do this from the
comfort of your own home and geton some amazing podcasts.
(01:07):
This is one of my primarystrategies I used when I
launched my book during thePandemic back in October of
2020.
The book, your Message Matters.
I was gonna go on a speakingtour to conferences and events,
and I had to quickly change to.
Going on podcast, and I'm soglad I did.
I was able to get on over 150podcasts over the next year and
(01:30):
really help me to get the wordout about my book.
So if you want to get access toany of these books, you want the
physical books to go along withwhat we're doing here in the
podcast, just go to platformgrowth books.com.
Again, that's platform growthbooks.com.
With that, let's get in tochapter 16.
(01:52):
Chapter 16, the Guest PodcastingTraffic Playbook.
My book publisher set the launchdate for my new book.
Your Message Matters forOctober, 2020, right in the
middle of the Global Pandemic.
This date had been established18 months prior.
No one could predict what thefuture would hold the challenge.
My primary strategy to promotethe book was attending
(02:14):
conferences and events, speakinggigs.
Were going to be my ticket tovisibility.
But with the pandemic,everything changed.
Then one day I had an idea, whatif I solely focused on getting
on 100 or more podcasts?
This way, I could still leveragespeaking and promote my book by
getting in front of newaudiences weekly for the next 18
(02:34):
months.
I did precisely that.
Rarely did a week pass without apodcast interview lined up.
Most weeks, I'd have two orthree.
Today I call this My HiddenStages strategy.
Each podcast has an audience ofpeople already gathered around a
shared topic they're passionateabout.
If your message aligns withthese audiences, why not get in
(02:55):
front of them through guestpodcasting?
It's a great way to be featuredas an expert.
And here's the kicker, you don'tneed a book to use this
strategy.
Guest podcasting can be yoursecret weapon for building your
audience and spreading yourmessage.
In this chapter, we'll dive intothe guest podcasting playbook.
You'll learn how to turn podcastappearances into powerful
(03:18):
platforms for your ideas readyto step onto these hidden
stages.
Let's get started.
The podcast guest pitfall,common mistakes and smarter
strategies.
Most people dive into guestpodcasting with high hopes and
little strategy.
They fire off cold emails to bigname podcasts, dreaming of
instant exposure.
(03:38):
The hours tick by as they craftpitch after pitch only to hear
crickets in response.
Frustration sets in the processof landing.
Even one interview feels likepulling teeth.
Others take the oppositeapproach.
They jump at any opportunity nomatter how small they end up on
brand new podcasts with barelyany listeners.
(03:58):
Sure they get to speak, but towhom the host's mom and maybe a
handful of others.
The result, it wasted time andhad minimal impact.
Here's the hard truth.
Popular podcasts are drowning inguest requests.
Your carefully crafted email,it's likely lost in a sea of
similar pitches.
Standing out feels nearlyimpossible.
(04:20):
On the flip side, new podcastmight welcome you with open
arms, but they lack what youneed most in established
audience, you're essentiallyshouting your message into the
void.
Both paths lead to the same deadend.
You invest heaps of time withlittle to show for it.
It's a recipe for burnout anddisappointment.
(04:40):
Your guest podcasting game abetter approach.
There's a smarter way to playthe guest podcasting game.
Enter podcast matching services.
These platforms quickly connectyou to relevant shows.
No more random emails orsettling for shows with no
listeners.
Focus your energy on shows withestablished, engaged audiences
in your niche.
These are the hidden gems thatcan truly amplify your message.
(05:03):
Develop a system for your guestpodcasting efforts.
Treat it like a professionalcampaign, not a haphazard hobby.
With the right approach, you'llturn podcast appearances into
powerful platforms for yourideas, ready to revolutionize
your guest podcasting strategy.
Let's explore the steps thatwill set you apart from the
crowd.
Seven steps to master guestpodcasting.
(05:25):
Stop wasting time with coldemails.
Sign up for services like PodMatch to connect with suitable
podcast hosts.
These platforms are gamechangers.
They use intelligent algorithmsto match you with shows that
align with your expertise,create a comprehensive profile
that showcases your expertiseand message.
(05:45):
Think of Pod Match as a datingapp for podcast hosts and
guests.
It helps you find your perfectmatch in the podcasting world.
The more detailed your profile,the better your matches will be.
Optimize your guest profile.
Your profile is your podcastresume.
Make it shine to attract theright opportunities.
Craft a compelling bio thathighlights your unique value
(06:06):
proposition.
What makes you different?
Why should hosts want you ontheir show?
Don't forget to include relevantlinks, social media profiles,
and previous podcastappearances.
These provide social proof andgive hosts a taste of your
style.
A well crafted profile can opendoors you didn't even know
existed.
Tailor your pitch.
(06:28):
Research each podcast beforereaching out.
Listen to a few episodes.
Get a feel for the host styleand the show's content.
This knowledge is your secretweapon.
Customize your pitch to alignwith the show's content and
audience.
Generic pitches scream.
Delete me, tailored pitches.
Show you care.
(06:49):
Pitching to a podcast is likeapplying for a job.
Tailor your application to standout from the crowd, prepare
engaging content, develop arepertoire of interesting
stories, case studies, andactionable advice.
These are your go-to contentpieces.
They should be relevant,engaging, and adaptable to
(07:10):
different shows.
Create a one sheet withpotential discussion topics and
key talking points.
This isn't just for the host,it's for you too.
Preparation is the key toconfidence.
The more prepared you are, themore value you can provide to
the audience.
Deliver value during theinterview.
Focus on providing actionableinsights and entertainment for
(07:32):
the audience.
They're tuning in to learnsomething new or to be inspired.
Don't disappoint them.
Share personal anecdotes to makeyour message more relatable.
Stories stick in people's mindslong after facts fade.
Think of each podcast interviewas a mini TED Talk, inform,
inspire, and leave the audiencewanting more.
(07:54):
Promote your appearances.
Your job isn't done when theinterview ends.
Share your podcast appearancesacross your social media
channels and let your networkknow about your latest guest
spot.
Create content around eachinterview.
Write blog posts expanding ontopics you discussed.
Share snippets on social media.
Each podcast appearance is aseed.
(08:15):
Nurture it through promotion tohelp it grow into new
opportunities.
Follow up and buildrelationships.
Send thank you notes to hostafter each interview.
A little gratitude goes a longway and it sets you apart from
other guests who disappear.
After the recording stops, stayin touch with hosts for
potential future collaborations.
(08:36):
Guest podcasting is not justabout one-time appearances.
It's about cultivating a networkof valuable relationships in
your industry.
These connections can lead tounexpected opportunities down
the road.
Master these steps and you'lltransform from a podcast guest
into a sought after expert inyour field.
Are you ready to take thepodcasting world by storm?
Today's exercise your 24 hourguest podcasting launch.
(08:59):
Ready to kickstart your guestpodcasting journey?
Let's turn theory into actionwith this one day practical
exercise.
By the end of it, you'll havelaid the groundwork for your
first podcast appearances.
Start by signing up for apodcast matching service like
pod match.
This will be your launchpad forfinding relevant shows.
(09:20):
Once you're in, set a timer for30 minutes and craft your guest
profile.
Focus on highlighting yourexpertise and unique value
proposition.
What makes you stand out?
Why should hosts want you ontheir show?
Next, put on your detective hat.
Spend an hour researching andidentifying five podcasts in
your niche that align with yourmessage.
(09:41):
Listen to snippets of theirshows to get a feel for their
style and audience.
Now comes the creative part.
Draft a customized pitch foreach of these five podcasts.
Remember, one size doesn't fitall.
Tailor each pitch to thespecific show.
This might take you about anhour, but it's time well spent.
(10:01):
Create a one sheet documentoutlining three to five
potential discussion topicsrelated to your expertise.
Think of this as yourconversation menu.
What juicy topics can you offerhosts to choose from?
It's time to polish yourdelivery.
Spend 15 minutes practicing yourkey talking points.
Aim for concise, engagingcommunication.
(10:22):
Imagine you're explaining yourideas to a friend over coffee.
Finally, take a deep breath andhit send.
Reach out to the five identifiedpodcasts with your tailored
pitches.
You've done the groundwork.
Now it's time to put yourselfout there.
By the end of this exercise,you'll have a professional
profile on a podcast matchingplatform.
(10:44):
Five.
Carefully researched podcasttargets, five customized
pitches, a one sheet ofcompelling discussion topics,
practice delivery of your keymessages.
Remember, this is just thebeginning.
Guest podcasting is a marathon,not a sprint, but with this
foundation, you're off to astrong start.
(11:05):
Ready to take the plunge.
Key takeaways.
Guest podcasting is a hiddenstages strategy.
It can reach engaged audiencesand promote your message.
It's effective when traditionalpromotion methods are limited.
Use podcast matching platforms.
Optimize your guest profile.
This will help you connect withrelevant shows and stand out as
(11:26):
a potential guest to maximizeyour guest podcasting.
Focus on three things.
First, deliver value ininterviews.
Second, promote yourappearances.
Third.
Build lasting relationships.
Hello and welcome to the MarketYour Message Show.
(00:03):
I'm your host, JonathanMilligan, author of the series.
Your Message Matters and formonths now, we have been going
through the entire six bookseries.
You can find these books inpaperback Kindle.
You can get'em in hardcover.
There's even.
Workbooks that you can implementthe exercises and there's even
(00:25):
audio books as well.
You can find those anywherebooks are sold.
But we've been walking throughthe fourth book in the series,
build Your Audience, and todaywe're tackling chapter 16.
The guest podcasting trafficplaybook.
Now, I'm gonna tell a littlestory in just a minute about the
power of this method.
(00:46):
I call it hidden stages becauseevery time you're a guest on
another podcast, there is awhole group of listeners that
you do not see.
That are gonna hear you speak.
That's hidden stages my friend,and you can do this from the
comfort of your own home and geton some amazing podcasts.
(01:07):
This is one of my primarystrategies I used when I
launched my book during thePandemic back in October of
2020.
The book, your Message Matters.
I was gonna go on a speakingtour to conferences and events,
and I had to quickly change to.
Going on podcast, and I'm soglad I did.
I was able to get on over 150podcasts over the next year and
(01:30):
really help me to get the wordout about my book.
So if you want to get access toany of these books, you want the
physical books to go along withwhat we're doing here in the
podcast, just go to platformgrowth books.com.
Again, that's platform growthbooks.com.
With that, let's get in tochapter 16.
(01:52):
Chapter 16, the Guest PodcastingTraffic Playbook.
My book publisher set the launchdate for my new book.
Your Message Matters forOctober, 2020, right in the
middle of the Global Pandemic.
This date had been established18 months prior.
No one could predict what thefuture would hold the challenge.
My primary strategy to promotethe book was attending
(02:14):
conferences and events, speakinggigs.
Were going to be my ticket tovisibility.
But with the pandemic,everything changed.
Then one day I had an idea, whatif I solely focused on getting
on 100 or more podcasts?
This way, I could still leveragespeaking and promote my book by
getting in front of newaudiences weekly for the next 18
(02:34):
months.
I did precisely that.
Rarely did a week pass without apodcast interview lined up.
Most weeks, I'd have two orthree.
Today I call this My HiddenStages strategy.
Each podcast has an audience ofpeople already gathered around a
shared topic they're passionateabout.
If your message aligns withthese audiences, why not get in
(02:55):
front of them through guestpodcasting?
It's a great way to be featuredas an expert.
And here's the kicker, you don'tneed a book to use this
strategy.
Guest podcasting can be yoursecret weapon for building your
audience and spreading yourmessage.
In this chapter, we'll dive intothe guest podcasting playbook.
You'll learn how to turn podcastappearances into powerful
(03:18):
platforms for your ideas readyto step onto these hidden
stages.
Let's get started.
The podcast guest pitfall,common mistakes and smarter
strategies.
Most people dive into guestpodcasting with high hopes and
little strategy.
They fire off cold emails to bigname podcasts, dreaming of
instant exposure.
(03:38):
The hours tick by as they craftpitch after pitch only to hear
crickets in response.
Frustration sets in the processof landing.
Even one interview feels likepulling teeth.
Others take the oppositeapproach.
They jump at any opportunity nomatter how small they end up on
brand new podcasts with barelyany listeners.
(03:58):
Sure they get to speak, but towhom the host's mom and maybe a
handful of others.
The result, it wasted time andhad minimal impact.
Here's the hard truth.
Popular podcasts are drowning inguest requests.
Your carefully crafted email,it's likely lost in a sea of
similar pitches.
Standing out feels nearlyimpossible.
(04:20):
On the flip side, new podcastmight welcome you with open
arms, but they lack what youneed most in established
audience, you're essentiallyshouting your message into the
void.
Both paths lead to the same deadend.
You invest heaps of time withlittle to show for it.
It's a recipe for burnout anddisappointment.
(04:40):
Your guest podcasting game abetter approach.
There's a smarter way to playthe guest podcasting game.
Enter podcast matching services.
These platforms quickly connectyou to relevant shows.
No more random emails orsettling for shows with no
listeners.
Focus your energy on shows withestablished, engaged audiences
in your niche.
These are the hidden gems thatcan truly amplify your message.
(05:03):
Develop a system for your guestpodcasting efforts.
Treat it like a professionalcampaign, not a haphazard hobby.
With the right approach, you'llturn podcast appearances into
powerful platforms for yourideas, ready to revolutionize
your guest podcasting strategy.
Let's explore the steps thatwill set you apart from the
crowd.
Seven steps to master guestpodcasting.
(05:25):
Stop wasting time with coldemails.
Sign up for services like PodMatch to connect with suitable
podcast hosts.
These platforms are gamechangers.
They use intelligent algorithmsto match you with shows that
align with your expertise,create a comprehensive profile
that showcases your expertiseand message.
(05:45):
Think of Pod Match as a datingapp for podcast hosts and
guests.
It helps you find your perfectmatch in the podcasting world.
The more detailed your profile,the better your matches will be.
Optimize your guest profile.
Your profile is your podcastresume.
Make it shine to attract theright opportunities.
Craft a compelling bio thathighlights your unique value
(06:06):
proposition.
What makes you different?
Why should hosts want you ontheir show?
Don't forget to include relevantlinks, social media profiles,
and previous podcastappearances.
These provide social proof andgive hosts a taste of your
style.
A well crafted profile can opendoors you didn't even know
existed.
Tailor your pitch.
(06:28):
Research each podcast beforereaching out.
Listen to a few episodes.
Get a feel for the host styleand the show's content.
This knowledge is your secretweapon.
Customize your pitch to alignwith the show's content and
audience.
Generic pitches scream.
Delete me, tailored pitches.
Show you care.
(06:49):
Pitching to a podcast is likeapplying for a job.
Tailor your application to standout from the crowd, prepare
engaging content, develop arepertoire of interesting
stories, case studies, andactionable advice.
These are your go-to contentpieces.
They should be relevant,engaging, and adaptable to
(07:10):
different shows.
Create a one sheet withpotential discussion topics and
key talking points.
This isn't just for the host,it's for you too.
Preparation is the key toconfidence.
The more prepared you are, themore value you can provide to
the audience.
Deliver value during theinterview.
Focus on providing actionableinsights and entertainment for
(07:32):
the audience.
They're tuning in to learnsomething new or to be inspired.
Don't disappoint them.
Share personal anecdotes to makeyour message more relatable.
Stories stick in people's mindslong after facts fade.
Think of each podcast interviewas a mini TED Talk, inform,
inspire, and leave the audiencewanting more.
(07:54):
Promote your appearances.
Your job isn't done when theinterview ends.
Share your podcast appearancesacross your social media
channels and let your networkknow about your latest guest
spot.
Create content around eachinterview.
Write blog posts expanding ontopics you discussed.
Share snippets on social media.
Each podcast appearance is aseed.
(08:15):
Nurture it through promotion tohelp it grow into new
opportunities.
Follow up and buildrelationships.
Send thank you notes to hostafter each interview.
A little gratitude goes a longway and it sets you apart from
other guests who disappear.
After the recording stops, stayin touch with hosts for
potential future collaborations.
(08:36):
Guest podcasting is not justabout one-time appearances.
It's about cultivating a networkof valuable relationships in
your industry.
These connections can lead tounexpected opportunities down
the road.
Master these steps and you'lltransform from a podcast guest
into a sought after expert inyour field.
Are you ready to take thepodcasting world by storm?
Today's exercise your 24 hourguest podcasting launch.
(08:59):
Ready to kickstart your guestpodcasting journey?
Let's turn theory into actionwith this one day practical
exercise.
By the end of it, you'll havelaid the groundwork for your
first podcast appearances.
Start by signing up for apodcast matching service like
pod match.
This will be your launchpad forfinding relevant shows.
(09:20):
Once you're in, set a timer for30 minutes and craft your guest
profile.
Focus on highlighting yourexpertise and unique value
proposition.
What makes you stand out?
Why should hosts want you ontheir show?
Next, put on your detective hat.
Spend an hour researching andidentifying five podcasts in
your niche that align with yourmessage.
(09:41):
Listen to snippets of theirshows to get a feel for their
style and audience.
Now comes the creative part.
Draft a customized pitch foreach of these five podcasts.
Remember, one size doesn't fitall.
Tailor each pitch to thespecific show.
This might take you about anhour, but it's time well spent.
(10:01):
Create a one sheet documentoutlining three to five
potential discussion topicsrelated to your expertise.
Think of this as yourconversation menu.
What juicy topics can you offerhosts to choose from?
It's time to polish yourdelivery.
Spend 15 minutes practicing yourkey talking points.
Aim for concise, engagingcommunication.
(10:22):
Imagine you're explaining yourideas to a friend over coffee.
Finally, take a deep breath andhit send.
Reach out to the five identifiedpodcasts with your tailored
pitches.
You've done the groundwork.
Now it's time to put yourselfout there.
By the end of this exercise,you'll have a professional
profile on a podcast matchingplatform.
(10:44):
Five.
Carefully researched podcasttargets, five customized
pitches, a one sheet ofcompelling discussion topics,
practice delivery of your keymessages.
Remember, this is just thebeginning.
Guest podcasting is a marathon,not a sprint, but with this
foundation, you're off to astrong start.
(11:05):
Ready to take the plunge.
Key takeaways.
Guest podcasting is a hiddenstages strategy.
It can reach engaged audiencesand promote your message.
It's effective when traditionalpromotion methods are limited.
Use podcast matching platforms.
Optimize your guest profile.
This will help you connect withrelevant shows and stand out as
(11:26):
a potential guest to maximizeyour guest podcasting.
Focus on three things.
First, deliver value ininterviews.
Second, promote yourappearances.
Third.
Build lasting relationships.
Popular Podcasts
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
The Bobby Bones Show
Listen to 'The Bobby Bones Show' by downloading the daily full replay.