Luis Congdon

Hey, there Thriving Launchers. Today, we want to talk about creating a publicity campaign with podcasting and with other methods as well.

There’s a lot of different methods that you can utilize and a lot of different places that you can use to have a publicity campaign. You can create a publicity campaign when you’re doing a book launch, or get your message out there, or you want to get a product out there and make it more prominent.

But I want to focus on podcasting as one of the tools to build publicity campaign because well, here at Thriving Launch, we love podcasting. We have five days a week podcast. Kamala and I have been on hundreds of podcasts. We host a podcast group so of course, we want to talk about podcasting.

Luis Congdon

One of the other benefits of being on podcast and one of the tips I have for you is if you’re going to get on podcast, make sure that the host gives you a link on their website to your website. This is a tiny thing but make sure you get that because as far as search engine goes, they like seeing your website linked to other sites.

Luis Congdon

One of the other things too I want you to have in preparation for being on other shows to build publicity campaign is to have something to give away some free offer or free awesome gift that’s targeted for the show you’re going on. This doesn’t mean you need to create something new for every single show.

If you’re on a relationship show, make sure your offer is for that type of audience. If you’re on a business type show, something for that kind of audience. You can talk about it maybe in a way that presents better to that kind of audience. You can create something new if you want. You can have a variety of gifts that you have in your arsenal, and you give it away based on the show. You pick and choose based on the show.

Luis Congdon

The other thing too is not just to give away the things. Let’s say Kamala had a show, and if I come on her show, don’t just give Kamala the gift. Instead, ask everyone that’s listening to the show to come to a particular website to grab that gift. Also, you can say, “If you go to Kamala’s website, she’ll have a link there for you for the gift that I’m offering.”

Then they have to click on something. Go over to one of your websites, and then they have to give you the email.

Luis Congdon

The listen time for podcast on average is 15 or 20 minutes. No other marketing platform does 15 or 20 minutes in someone’s ear and getting their attention. It’s fantastic. Podcasting is the only one that speaks to that.

YouTube average listen time is maybe a few minutes or less than a few minutes but with podcasting, 15 or 20 minutes, you’re also speaking to people that are educated, people that make a decent amount of money and have expendable income. You want to try to capture their information if you’re going on shows.

Now, you may not get a lot of opt-ins when you go on a show. You may not get that right away, but your message and branding are getting out there. People are listening to you, and you’re spending 15 to 20 minutes with some of your ideal clients, educating them, connecting with them, sharing your message, sharing your gift, and then you’re also getting those back links. You’re driving them through a gift or a free offer, and there’s just a lot to be said for that.

Luis Congdon

I want to say something else. I’d still want to stay on this point around preparing for being on shows.

Luis Congdon

The other thing too is when you’re doing a publicity campaign with podcasts is an idea of when you would like your episode launched.

So if you’re doing a publicity campaign, and you’re going to a bunch of shows, one thing you can do is ask the host, “Hey. Can you release this episode between this date and this date?” So that at some point, you will have a flurry of episodes going out to a bunch of different people, different people are mentioning you.

Maybe ten podcast episodes come out in one week which are about you, and all these hosts are sending it out, sharing it with their audience, and sharing your message with their audience.

Let’s say I listen to podcast, which I do. I see that all of a sudden, Kamala’s on this show, and on that show. The next day, she’s on these other shows. Soon, I start thinking, “Wow. Kamala’s important” or, “Her name and her publicity campaign stick out.” Podcasting can help people do that.

Luis Congdon

That other thing to remember is that publicity with podcasting is a long game. It’s not something that you are going to get success with today, immediately after being on a show. Sometimes, I’ve been on a show that’s huge, and couple months later, I get some emails from people, and I get clients. So that’s one thing to remember.

Luis Congdon

Going back to Kamala’s question, she asked about what are some tips to get on shows.

1. If you want to get on a show, you go onto iTunes, or find some shows or maybe have a list of shows you want to get on.

I’m going to assume that you have an idea of some shows you want to get on.

The next tip I want you to think is about when you’re pitching people, and I do this a lot. I pitch people to be on shows for myself, for friends, for clients, for all sorts of individuals.

2. The thing podcasters care about is that you being a guest is congruent with the listeners.

I need to know something about the show so that when I pitch myself, I can say “Hey. My name Luis, and I’m an entrepreneur who went from being homeless to earning six figures and traveling the world. You host the podcast called Thriving Launch, which is all about launching your dreams and launching your business. I’ve done that, and I’d love to be a guest.”

The message is hyper relevant. I’ve connected my story somehow to the show.

Luis Congdon

3. The next thing I’d like to include in my pitch is the way it’s also going to benefit the host to have me as a guest.

You can say, “Hey, listen, you have Thriving Launch, and I have a large following. I have over 14,000 people on Instagram and over 33,000 on Twitter.” You start shooting out some numbers or some way that peaks the interest of the host to go, “Oh, this person has a following. They’re going to share my show.” That’s the key right there.

Have a way that you’re going to share the show or help their show become well-known. It’s not just, “Hey, I want to come on your show and share my message,” and not provide any value to you or your audience.”

Instead, you can say, “I want to come on your show. Here’s my message. It’s hyper-relevant to your audience. I want to help you too because you’re going to have me on your show, I’m going to make sure to share the show far and wide to help ensure that you also capitalize on the time.”

You can find your way of saying that, but the key thing is that the podcast host wants to know that you, as a guest will also bring value on how you’re going to share it.

When Kamala and I produced the show, it can take hours to edit the show. It can take our team hours to edit the show. It can take hours to create the artwork, do the social media, the emailing, building the list and the audience, and all of that.

When a guest comes on and shares the show, that’s incredible. I love them for it, and those are the kinds of guests we want.

We want all sorts of guests, but I will tell you that most podcast hosts want their show to grow. They want their show to reach more people. They want their show to be hyper-relevant to the people they want to connect with, and you need to get that across in your pitch.

Luis Congdon

Those were fantastic tips there, Kamala.

Luis Congdon

Make sure that you are setup to deliver good audio for your show that you’re on, and that’s the ATR2100. It’s a $50-60 microphone. You can use a headset from your phone as well.

The only problem we’ve had with using a headset is if you tend to be one of those people that move around a lot, that headset is going to create a scratching sound. That’s just something to consider. The microphone gets rid of that because you’re holding it. You can hold it away, and it’s not going to scratch or bump up against anything.

The other thing is to be in a quiet room. Try to find a quiet place. Kamala already stated something around that, but I want to reiterate that. If you can be in a room that’s carpeted, you’re pretty much guaranteed to have a relatively quiet place without a lot of echoes. If you do those things, the sound on your end is just fine.

You can go wilder and crazier with that but seriously, ATR2100, a headset, and a room that doesn’t have echo, and you’re good to go. Those are all my tips as far as being a great guest.

Is there anything else there, Kamala, as we wrap up?

Luis Congdon

Kamala was mentioning that I help book people on podcast. If that’s something that interests you, we have a page for Publicity Campaign under the Services tab.

The key thing is I’ve worked with people like Bas Rutten of the UFC, with Marianne Williamson, with all sorts of people in various industries. If that’s something you want help with, I’d be happy to help you.

More than anything, we hope this episode has given you some valuable tips so you can go out there, get on shows, get booked, create a publicity campaign that gets your message, helps you sell your books, your products, and services, and serve.