Imagine--you are having a wonderful podcast interview. Engaging and endearing answers roll off your tongue in response to the host's questions. Fear and anxiety -- poof 💥-- vanish somewhere around the intro as you slide into a "flow" state where your comments and anecdotes land perfectly. You reach the wrap-up as the host says, "if listeners would like to know more about you, where would you like them to go?" What do you say?
It's make or break time and most guests will let it slip away. Why is this moment so crucial?
Two Words: Peak Trust
It is likely they have listened to the host before, which means a level of trust has been built between the listener and the host. You gain the benefit of this trust by being on their show (proximity principle). The listener has also given you their attention for the duration of the podcast (hopefully) and have listened to you answer questions and engage with the host. Because you are a thoughtful and well spoken guest, you added another layer of trust to the connection with this listener.
What can you do in this pivotal moment?
Now is time for the pièce de résistance -- a direct link to a information-rich content piece to help the listener, preferably with a unique link. Make it simple for the listener to know where to go. No confusion, only clarity.
The easiest way to do this is to add a page to your homepage so that it looks like homepage .com/freeresource. A more specific option would be to use the initials of the show after the /. For example, if the show name was Build That Podcast! (yes, it is shameless self-promotion😁) you could create the link homepage .com/btc . A third option would be to create a completely different URL from your main site.
What kind of content piece to offer?
It could be something you use elsewhere for lead gen or it could be something you create specifically for promotion on the show. You could use it specifically for podcast interviews for any show where you guest. You could also repurpose it later in different ways. It could be a free video or email course, an ebook, information-rich PDF, a guide, a checklist--the options are limitless.
Gate or no gate?
You can gate the content piece (require their email address to receive it) or leave it ungated (anyone can access it). There are pros and cons to each, which is beyond the scope of this piece. It is worth evaluating which option you would like to choose though, especially as you consider if or how you want to attribute any leads or connections to the episode..
One last thought
Why does this land on the preparation side of the podcast? Because you must come to the show with it ready to go in advance. Don't leave this critical moment to chance.
In fact, few guests do this. Usually they send people to their website or primary social profile, which is fine. However, if you want to stand out from the competition, position yourself by providing extra benefits to the listener. You may gain a new customer because of it.
Till next time!
P.S. If you only want to the do the interview and don't want to mess with all of the headaches of creating a podcast for your startup (scripting, recruiting, production, etc), my white glove podcasting will take care of all of it so you can focus on your business. Reach out if you would like to know more of what is possible.
P.P.S. If you would like to be one of the first to receive this newsletter each Tuesday afternoon, sign up at https://podcastprep.xyz/.
Published on my LinkedIn newsletter on September 15, 2023 and published through the Podcast Prep newsletter on August 29, 2023.