
One of my favorite ways to get clients? Podcast guesting. And no—it’s not just about showing up, sharing tips, and hoping for the best. It’s about building real relationships, delivering value, and knowing how to turn one great interview into...
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A
I'm gonna let y' all in on a little secret. One of my favorite ways to get new clients is not the way that you're probably thinking. It's through podcast guesting. I distinctly remember a time where I was featured on one particular episode that directly led back to dozens and dozens of clients in my business. And I'm excited to have Sam Break Gear come on the podcast today to talk to us all about podcast guesting so that you, too can get clients from your podcast. But first, I want to share a little word from our spons. Riverside is the all in one podcast recording and editing tool that I use for this right here show. I use it to edit not only the audio in the video, it is like Chef's Kiss magical, Making the entire process so, so easy. Plus, I love their Magic AI clips. Their little AI robot in the background pulls out the most impactful moments of the episodes without me having to comb through and do it myself. Resizes them for social media. So those vertical videos you see on TikTok reels, those all come from Magic AI inside of Riverside. It's literally one click. It spits out 10 clips. I pick the best one and away I go. Saves me so much time. If you want to get on the Riverside train, check it out today, the links in the show notes, and make sure to use my code DREA D R E A at checkout to get 15% off your membership. Sam, welcome to the show.
B
Hey, thank you so much for having me. It's fantastic to connect again. It was wonderful having you on my show. And yeah, I'm so happy to be here.
A
Yes, I'll put that link in the show notes. Y' all go listen to my episode on Sam's show too, if you want to learn more about my approach to podcasting and podcast guesting. But today I'm so curious to pick Sam's brain on this, because about six months ago, we did a roundtable with some PR experts about podcast guesting, but I got a lot of requests on underhand. What do we actually say in the episode? So we're going to cover that in today's episode as well. But first, I kind of want to get a bit of your background. Sam, how did you get into the the world of podcasting?
B
Yeah, it was quite random, actually. I ended up in Medellin, Colombia, randomly, because I just left the uk, spent eight months traveling through Mexico and the US And Central America and just found a place, liked it, enjoyed it. I had to find some sort of work while I was There, and I ended up in an internship at a media company that led to a job, and then I discovered podcasting. I really loved consuming podcasts. Uh, fortunately, I got the green light from my bosses to say, hey, I want to start a podcast at this media company. I got some big guests early on, and that really propelled me very quickly into podcasting. I produced and hosted podcasts for this media company for a number of years. In 2021, I actually went part time there to work the other part time, the. The other half of my time at a guest booking agency. And I worked there up until 2024, which is when my wife and I launched Pod, written a podcast guest booking agency for health and wellness businesses and professionals. And, yeah, we have been super active in that space ever since. And I really love what I do.
A
Yeah. Oh, that's so cool. I love that this kind of, like, nomadic lifestyle led to the online business. I hear that happening so often. It's kind of like birth, a little bit from necessity, and then the passion comes there. I love that. So since you work with a lot of people, kind of booking them on podcasts, as your clients are preparing for guest appearances, what are some of the mistakes that they make as they're getting ready, and how do you help them avoid those mistakes so that they actually get clients from that guest appearance?
B
Yeah, so I think something that people trip up a lot of the time with is not really knowing the podcast that they're about to go on, not doing the research. So one of the ways that we, like, avoid that with our clients is we prepare interview preps. So we produce an interview prep where it's like, facts, a tldr facts about the host. We've got a summary of the podcast, like, past episodes they can check out. We show them the pitch that we sent. So we have, like, a full rundown. Obviously, that's great if you're working with an agency like us and you have that provided, but if you're doing it on your own, then I would definitely say, like, do that legwork yourself. Just check out, like, who the audience is speaking to understand, like, the vocabulary that they use so that you can use that vocabulary when you're on the show and understand what they've spoken about before so you can offer fresh insights so you're not just repeating what everyone else is saying. So I would definitely say leading up to it. Yeah, do your research. I know that's super basic, but that's. That's the best thing. And also I would say just when it comes to vocabulary. If I could be super specific, sometimes I'll go on a show and the show will be about health coaches. Rather than saying, like, oh, listeners can use these techniques to do this, I'd be like, health coaches might use social media, but podcast guesting can be really effective for health coaches. Just, like, specifically showing them that you're talking to them, I think is just one small step that you can take to gearing your information to the audience.
A
Okay, I know you said this is a small step, but, y' all, I'm going to, like, ask you to write it down, underline it, highlight it, because I think it's huge. Like, I. As someone, I've been on both sides of it, right? Like, I've podcast guested, I've had people pitch me, and the amount of pitches that I give for our show that are literally just copied and pasted, no contact. I got one last week from a doctor. Nothing against doctors, but he, like, was a prostate doctor and wanted to talk about, like, his research in, like, prostate cancer. And I was like, what does that have to do with marketing? Like, I'm like, good on you for what you're doing, but literally has nothing to do with me. And so I feel, like, the frustration from the host, too. Like, that's sometimes your first touch point with this relationship that you're building. It. It could be frustrating. So I, Like, I know you said it was a small thing, but I'm like, no, this is huge.
B
Yeah, absolutely. I once had a pitch for Rave clothes on my podcast, and my podcast is all about podcast building, podcast growth, and podcast guesting, and someone's trying to sell clothes for raves, so. Yeah, I understand.
A
Yeah. See? Pay attention, people. Okay, so I wanted. I do want to talk about the relationship piece of it, because when you're going on a podcast, it's. You're asking a lot from that host. They're trusting you. And so how do you go about building relationships and nurturing connections with these hosts where you're. You're showing up on their show?
B
So I would say think about how you can add value. If you always have, like, a value, you're looking to give value, and not necessarily always looking to take, but definitely, like, over delivering value, especially if you're going to look to get something back. And what this could look like is just thinking about, like, how can I help them get closer to their goals? And could that be like, introducing them to a new potential guest? Maybe, you know, someone in your network who would also be a great guest to them? Maybe they would be a great guest on a show that you know, like. So one thing that I do, whenever I try and connect with someone, I try to understand, like, if I would be a good guest for their show or if I can deliver a guest, a good guest for their show and then just keep that ball rolling. If they connect you with someone, then think about, who can I introduce that person to and who might I be able to pitch that person to as a guest. So I think just always having in mind, like, the ways that you can give value back to them and do that and have that in mind before you get on the show, like, so just have a think about, like, okay, if this call goes well, at the end of the call, could I say, I actually know someone that you might like and then maybe give them a quick summary and then you can just, like, send over some more details afterwards and allow them to check out. And one tip on that, I would say make sure that you run it by them first and you get their approval and then go to the other person and directly speak with them. Because sometimes I've had this situation where someone said, like, they haven't even asked me first if I think I would be a good fit. I just get dropped in an email with some random person and they're like, I think you two would make a great collaboration. And that's nice. Like, I appreciate them thinking about me, but I kind of want to avoid that awkwardness of me being like, I don't think this is a good fit because I've had that before where it's been maybe been a direct competitor or it's been someone that's like, off topic or not quite right. And you just have to be like, it puts you in an awkward spot. So make sure that you speak to both of those people individually. And then if they both say yes, it's kind of like Tinder. They both, they both swipe right on each other. Then you're like, great, I'm going to match you up. So that's one piece of advice. Also think about maybe upcoming events that you have. Like, if you're going to do, like a workshop and you think this person might make a great guest for my workshop, or maybe you're going to have a panel discussion. Think about, like, upcoming events in your calendar that you might be able to invite them to, or even if you're going to a live event that. That works really well. And if you don't have anything coming up and you want to kind of extend this relationship and you Want to create something, consider doing an Instagram Live or a Facebook Live. And that could be a great way of just taking things beyond the podcasting connection.
A
Yeah, I love this because it's all. It's all relationship building. And I may have to steal that Tinder analogy because I often use this, like, dating analogy. Right. Like, even when you're sending out pitches, it is a lot like dating. Like, some people will be like, yeah, sure, and some people will ghost. You never respond. And, you know, some podcasts you get on and it's like instant connection. And some podcasts you get on, you're like, oh, that felt awkward. You know, like, it. It's just human. It's humanness at its core. So, like, make sure both parties swipe right and. Yeah, let's be freaking humans here. I love that. So what about the newbies? So the people who are new to podcast guesting and they're feeling a little nervous. What. What are some things they should consider when they're headed into that, that first podcast interview to make sure that they are putting their best foot forward?
B
Yeah. So again, beyond doing the research, I would say if you're maybe lacking some confidence, maybe just try and do some. Like I mentioned before, Instagram Lives, I've interviewed some hosts that, before they even became podcast hosts, before they did pod guesting, they just did some Instagram Lives, which in my opinion is scarier because it's live. So I don't know if I would choose that, but I've heard that some people prefer that, so that is an option. And also I would say go for some really small shows. Like, if you're. If you're struggling with knowing what to say and how you present yourself. Like, it's like anything. With more practice, you will get better and you'll become more confident, more capable, and more competent at what you're doing. So purposely seek out shows that look like they don't have many listeners. Like, you might not get in front of many listeners, of course, but at the same time, it's like a practice run for you and you just get the chance of jumping on a show and just recording. And yeah, it's. Just consider them as like practice runs. And maybe when you feel like you're ready to level up, look for shows which are potentially higher. And by higher, I mean, like, look at the Apple Podcast ratings. Maybe when you start out, just go for shows which have like, 1, 2, 3. Like what? Single digit Apple Podcast ratings. And then if you feel a bit more confident, then go after shows with 1020 podcast ratings and just scale up and then keep scaling upwards. And another benefit of this is the more credibility that you build, the easier it is to kind of build this momentum. So if you do get on a couple shows, then you're able to say, like, in your future pitches, P.S. you can check me out on these shows. And this is something that we do at podritm where we will try and get our clients on like top 2% shows if they're just starting out, and then we'll get them on top 1.5% shows. And I'm talking about global downloads here, which anyone can check on Listen Notes. So you go to Listen Notes, type in a podcast name, and you'll see where it stands in the world for global downloads. And we kind of do this scaling up thing because you'll want to start off small and gradually work your way up the size of podcasts. And by the end of it, we're able to get them on top point five percent podcast because we can say, like, you can check them out on these top 1 point percent podcast or top whatever podcast. So I would say just be okay starting small. Know that you're going to get better and work your way up. As when it comes to, like, actually being on the call, I would say feel free to take pauses and just don't get too much in your head about what you're going to say. Just try and let it flow. That's probably my best advice.
A
Yeah, I think you're so right. It just comes with practice. Like, I was talking to someone the other day about this because I'm very introverted. Like, people are always surprised by this because I have a podcast that I talk for a living. However, I'm introverted, y' all. Like, the only reason I can show up for this stuff is because I've literally been doing it for 20 years. Like. Like, that's the only way. That's the only way. It's like practice and repetition. And to me, it's like, you know, let's say you're going to apply for something like a TED Talk. You don't just like, show up with no background in speaking, right? They want to see the other talks that you've had, the practice. They want to see other things. And so I think all of this kind of builds into just your marketing ecosystem, right? Like, the more you practice your talking points or stories, how you show up, the better it will be and the higher the chances you have of getting those big bookings. But one question I have for you is something that I thought early days that I want to get your opinion on. So I used to over prepare for podcasts. I don't now because again, I have my talking points, but I used to literally get the questions beforehand and write out all of my answers in bullet points but beforehand, which honestly made me more nervous. But I'm curious, what are your thoughts on notes or guidance or bullet points for during the podcast episode?
B
Yeah, so I think this varies from person to person. You kind of need to, it's part of the practice thing, try out different methods. Like I have bullets. I've got bullets right here in front of me on the screen, but I'm not actually really reading them because I always find I just drift away and I actually, I know my stuff, so I don't really need them. But again, that's come with practice and a real passion for my work. So that works like that. But just find your own method. I would say some people might want to write it all out, some people might want bullets, some people might want to go without. Certainly test how you work beforehand. So jump on a zoom call with a friend and just experiment with different ways and just run through the interview as if it's like the actual interview yourself. Like sometimes my wife and I, when I'm practicing for a live. A live presentation or a podcast interview, and maybe I'm giving a talk about a topic which is somewhat new, like, I know it, but I've not like gone on podcasts or given lots of presentations on the topic. I'll just sit there and I'll run for it as if I'm giving the presentation to her and we just run for it together. So find out what works for you. Because I don't think there is a one size fits all approach when it comes to like, yeah, having notes or not having notes.
A
Yeah, okay, fair answer. Fair answer. I was expecting to be like eviscerated in that one. Like, no notes. But I like this, like, find what works for you. It's totally my vibe. What about. Okay, so what about the end, like the call to action, the big moment where you're, you're coming to the end of the podcast and the host says you have, you know, five minutes, promote yourself. Like, what, what are we putting in that, like, end slot?
B
Yeah, definitely. I will say this. So what you should be doing beforehand is even like planting seeds. So you should, at some point, if you have like a good call to action, if you know where you want to send your listeners, kind of like find a way Organically to mention that. So this isn't a great example because it's not too organic. But obviously we're talking about podcast pitching. Almost always when I'm on a podcast, people say to me like, what, how can, how can our listeners, like write a good pitch? And one of the first things I say is like, I'm going to explain to you how you can write a good pitch. But just so you know, I'm gonna give away a freebie at the end which includes a pitch script. So it's a pitch template you can use and you can personalize it yourself. There's also a follow up template. So I'm going to tell you how to do it. But don't worry, at the end of the call, I'm also going to give you something which you, you can take and you can basically personalize yourself. I'm going to do that today as well. And you can just like sprinkle that in. I know, right? So like, I would definitely say before you get to your call to action, make sure you're kind of setting it up beforehand. And then once you're at your call to action, keep it short and sweet. Like what I try and do really is just send people to the freebie that I mentioned, the four week guide which contains that pitch template that I mentioned, and also LinkedIn. I don't list off loads of social media, I don't list off lots of places because you kind of get this choice paralysis where they're like, oh well, where's the best place to follow you if, like they've listed so many places and it's kind of like, I feel somewhat like your strategy where you've mentioned so many people feel that pressure to show up everywhere. People also feel that pressure on podcasts to like name everywhere that they can be found. Because it's like, oh, well, what if I miss one? Or what if, like I'm not showing up in that right place? But just keep it short. So I would say, yeah, like send, send them to just one or two places max.
A
Ideally, yeah, I like that little like freebie teaser. But I will say the other thing that I've noticed even in this interview that we're doing is, and again, meta. But you, you refer to your work a lot, right? You talk about, you know, here's an example with a client, you specifically mentioned health businesses and health coaches a couple of times you've talked about, you've talked about your work. And I think that's part of it too. It's something that I do instinctually, but not a lot of people do it. Right. So I'm wondering, like, how do we. How do we make sure that we're doing it without overthinking it? And again, I don't have an answer for this myself because I do it instinctually, but I know with the clients that I work with, sometimes, you know, from. From the agency perspective, we're getting the episode after the fact, and we're like, you didn't talk. You didn't talk about your business at all. Like, what happened? They know that happens to people. So what. How do you. How do you encourage people to make embedded throughout, even if it's not the freebie mention?
B
Yeah, awesome question. And again, I'm going to do it again. We coach our clients, like, we give our clients coaching on this. So it's naturally something that I have, like, embedded into my process of, like, podcasting. I got to practice what I preach. But I suppose the number one thing you got to ask yourself is, like, is it. First of all, you want to, like, give examples. You want to tell the audience what they should be doing and then give an example. And the best way you can give an example is from either your own experience or a client experience, because it's something that you've seen. Like, you know, like, I've done this and it's worked for me, and at least you can share that as an example, or a client's done this and it's worked for them. So I think really, just ask yourself, like, where. Like, what is the information I'm sharing, and where have I seen this either in my own work or in the work of my clients, where it's been successful, and then how can I use that? And I feel like, yes, I'm being promotional in the sense, like, my client did this, or I do this with clients. But at the same time, my intention isn't necessarily to promote myself. Yes, that's a great byproduct. But more than anything, I just want to give an example of, like, how I know this is working. And how I know this is working is because it's. It's like what we do day in, day out. So I would just say ask yourself that. It's like, what do you share? What's the information you're sharing? What's an example you can give, and how have you seen it show up in your own work? And then just naturally weave it in. And really, two things on this. We see clients either go down the route of being super educational, where they give so Many facts and so much information. But they don't tie it back to their work, and it leaves the listener really informed. But they don't leave thinking, oh, this is the person I need to work with to make this change in my life or to make. Move forward with the goals that I want to move forward. Or alternatively, they don't really connect. They don't make the connection of adding value or giving examples that fit, and they just get promotional. So it's like, you do have to walk the line. But if you ask yourself, like I said, what am I sharing? Are there examples of this and how have I seen this work for my clients or myself?
A
Yeah, I love this. I am. I definitely skew more the educational side of things. It's something that I really struggled, actually, early on in my business because I would just teach everything for free, and then they'd be like, well, what do I need you for? Right. And so I do think that there's this edge of, like, yes, being educational, but also kind of like name dropping. Your success, right? You want to. You want to talk about it? So people go, oh, you're successful. So transition time. Speaking of success, you see what I did there? Y' all need to give me virtual claps while you're driving in your car right now. So talking about success, at the top of the episode, I talked about how there's one podcast episode that led to dozens of clients. For me, specifically the host. The host actually connected me with one client, which turned into basically my whole client list over the years. And to me, that's, like, the power of podcast guesting, because one relationship leads to another. I would love to hear more about either your success or a client success with podcast guesting and, like, some of the results that have come from it.
B
Yeah. So I have one client, for example. This is really cute. Like, she went on a podcast, and she came back, and she was like, I've just got, like, a fantastic client from it. She was a movement coach. And there was this granddad or so in his, like, 60s or late 50s, and he had been training karate all his life, but he now, like, he'd been suffering with, like, chronic pain, and he just couldn't live the life that he wanted with his grandkids. And he heard my client on a podcast, and immediate was like, I need to work with this person. And he signed up, and he was, like, such a fantastic client. I have other stories like that as well. And we hear that again, like, where clients do, like, go on a podcast, and we often find That I think there's this mentality as well. And I want to reassure your listeners that if they are have been on podcasts and they haven't necessarily maybe got the results that they've hoped for or wanted, or maybe they're thinking, like, why aren't I seeing that success? There's a few things. Like, one, we're obviously talking about the changes you can implement, and there's always changes that you can improve. So don't worry if you're not getting results you want to. There are the opportunities to improve. But also one of the things with podcasting is that sometimes it takes a few. Like, you might get one or two, or maybe you develop a good relationship. But there are also, like, these random ones that come out of nowhere where you go on it, and it's just like you get a ton of success. It's almost like what you mentioned. So, like, if you are podcast guesting and you feel like maybe you've done a couple of interviews and you're like, where are all these leads? Or something, like, it might just be the next one that, like, like, sets your, like, discovery calls on fire. So I just want to reassure listeners that it's not every call that's like this, but when you do get one, it really strikes. And also to bear in mind that, like, getting clients directly as listeners, this podcast guesting adds so much more value beyond that. And for the sake of this call, I know we're talking today about exclusively getting clients, but we can, and I'm sure you know, there's so much value which kind of creates this momentum, which later builds clients or pushes them in the direction of eventually, maybe not tomorrow, maybe not next week, but becoming clients, getting pulled into your ecosystem. And just like this relationship and networking aspect, that's super valuable.
A
Yeah, 100%. I think that there's. Again, going back to the Tinder analogy, not everyone you swipe or write on is going to be the one. Right. And so not every podcast that you guest on is going to land you clients, but you kind of have to put yourself out there in order to get clients clients. And this is one really effective way to do that. You kind of touched on this, and this is my last big question for the episode. What do you do with the podcast after it's done, especially when you haven't got clients from it? I know there's a ton of things you can do. Can you give us one or two that you recommend for your clients?
B
Yeah. So obviously there's all this stuff that you talk about, like, promoting social media. It's evergreen content. Put that all out there. I'm sure you've touched on that loads of times. So. So I'm not going to get into that necessarily. But one thing that I always recommend, which I don't see people doing, enough is enough, is creating a press page so I can tell all the listeners that if you go to podwritten.com you're going to find this interview and you're probably going to see Andrea's face on. On our website. Because, like, I'm proud of being on this interview. This is a cool interview. I'm really glad to have connected with her. It shows credibility. Andrea does amazing work and, like, I follow her on social media and I'm super proud to be, like, associated with her. And I want to show that off my website. And if you do go on to a podcast and you feel like that was a great episode, obviously, if you feel like there was no connection, maybe not, I don't know, but I haven't had that. As long as you're selecting the right podcast, as long as you're connecting with people that you really like, then of course you should feel proud to have been connected with them, have a conversation with them, and put that up on your page. And then if people go to your website and they click on your page and you've got like, a ton of podcasts that you've been on, it shows so much credibility. And that might be enough social proof to make someone go from thinking, who is this person? Do I want to work with them to, oh, wow, they've been on a lot of podcasts. They're clearly trusted or they've clearly got some, like, knowledge, which is. Which is valuable. So that's a great way of pushing people to, like, work with you and demonstrating social credibility. I know this sounds foolish, but, like, share it in your newsletter. Like, that's. I don't know why, but it seems like one of the hardest things to encourage our clients to do and not in the set. I think the reason being, maybe it's like, newsletters are usually planned and they kind of have this process and just like, throwing in a feature isn't maybe a habit of theirs, but what I would suggest, if you're serious about podcast guesting and if you're getting booked on podcasts or you have a back catalog of episodes that you've been on, create an as seen in section. And just each week or however often you publish your episodes, just publish something and say, like, hey, you can check me out on this podcast where I talk about this, or you can check me out on this podcast here. So kind of create this, like, constant flow of, like, podcast interviews that they can check out in your newsletter and also consider, like, trying to get on the show again. Like, you could, of course, go on a podcast once. And sometimes, like, hosts might not have repeat guests. I've experienced that before, but a lot of the time they will. I actually work with one client, and she is fantastic at networking. So one thing she does is at the end of the show, she has a book coming out later this year, and she'll say, like, I'd love to come back on this episode that we would record will be very different, but still, I'll add lots of value. And, like, I know what's going to happen. After she's been on a call, she's going to send an email. And I, like, create this email chain to make sure everyone's connected. And I always see the email come in and the host is like, can't wait to have you back on again. So it's like, just consider the fact that if you have something in the future that's coming up and you feel like you can add value again in a different way, then absolutely try and get something on the books to speak with a host in the future. And they might most likely say yes if you. You really hit it off. So that's worth considering as well.
A
I like that last one because I feel like one of the things that we think about sometimes when we're on someone else's podcast is that there's almost like a little bit of a power imbalance. And what your client is doing is like, I'm talking to you peer to peer. Like, hey, who can I connect with? Or, hey, I have this other valuable thing that I think your people will like. Like, let's re. Let's redo this podcast with a different angle in the future. I really like that. And I've always said that for me, podcast guesting half the time is connecting with the host. Right? I get to talk with people like you, Sam. I don't know if I ever would have had time to just sit down and pick your brain and be like, give me free advice. And so I feel like for me, as a host, too, I get to connect with people who I would have never had this. This chance to kind of like, speak to in the past. And so I like that your client is doing that. Like, peer to peer. Like, hey, let's. Let's work together. Let's Collaborate. I love that. I love that. Okay, so for the people listening, they're like, I need more Sam in my life. I want to learn more about podcast guesting. You've got this four week plan. Tell us about it.
B
Yeah, so it's a four week plan that basically outlines the simplest steps, the simplest steps that you can take to get yourself booked on podcasts. And it rolls out the plan over four weeks. It's, it's pretty simple. And yeah, you, you can follow these steps to get yourself booked on podcasts. And as I mentioned, there's a pitch template in there that you can personalize and use yourself with instructions on how to use it as well as a follow up template and that will give you guidance on how to use that. You can find a podwritten.com links with other freebies and other ways of connecting with me and I'm sure it'll be in the show notes too. And if you want to reach out to me on LinkedIn, you can find me there. I'm pretty sure I'm the only person in the world with my name, so Sandbreak Gear, definitely have a look for me and reach out and I'd love to hear from you.
A
Yay. Awesome. I'll put all of those links in the show notes on Landry.com 361 Sam, thank you so much for coming on the show today.
B
It is absolutely my pleasure. Thank you for having me.
A
And thank you, dear listener, for tuning into another episode of the Mindful Marketing Podcast. If you want to go even deeper into these marketing topics, I gotta invite you to join us in the Mindful Marketing Lab. We've been having a lot of fun with our co working sessions. The next One is Friday, June 13th. I'm on there. I'm working away. You ask me anything while I'm working and you're working and we're all working together. It's a really beautiful time. So come on in and join us then next week. I have another episode planned for you. Stay tuned for that. I'll see you then. Bye for now.
The Mindful Marketing Podcast: The Art of Podcast Guesting with Sam Brake Guia
Release Date: June 10, 2025
Host: Andréa Jones
Guest: Sam Brake Guia
In this episode, host Andréa Jones delves into the transformative potential of podcast guesting as a client acquisition strategy. She shares her personal success story, recounting how a single podcast appearance led to a steady influx of clients over the years. This sets the stage for an in-depth conversation with Sam Brake Guia, a seasoned expert in podcast guest booking for health and wellness professionals.
Notable Quote:
A: "One of my favorite ways to get new clients is not the way that you're probably thinking. It's through podcast guesting." ([00:00])
Sam Brake Guia offers a glimpse into his unconventional path to podcasting. Originating from a nomadic lifestyle, Sam's journey took him from the UK to Medellin, Colombia, where an internship at a media company introduced him to the world of podcasting. His passion for the medium flourished, leading him to produce and host numerous podcasts. In 2021, Sam transitioned to co-found Podwritten, a podcast guest booking agency catering to health and wellness businesses.
Notable Quote:
B: "It was quite random, actually... I discovered podcasting and really loved consuming podcasts." ([02:07])
Sam identifies key pitfalls that individuals often encounter when preparing for podcast appearances. A primary mistake is insufficient research about the podcast and its host. Without understanding the podcast’s audience and previous content, guests risk misaligning their message, leading to ineffective engagements.
Notable Quote:
B: "One of the ways that we avoid that with our clients is we prepare interview preps... if you're doing it on your own, then I would definitely say, like, do that legwork yourself." ([03:46])
Podcast guesting is not just about appearing on shows but also about forging meaningful relationships with hosts. Sam emphasizes the importance of adding value beyond the interview by introducing potential guests, collaborating on future projects, or supporting the host’s goals. This reciprocal approach fosters long-term connections and mutual growth.
Notable Quote:
B: "Think about how you can add value. If you always have, like, a value, you're looking to give value, and not necessarily always looking to take." ([06:38])
For those new to podcast guesting, Sam offers practical advice to build confidence. He suggests starting with smaller podcasts as practice grounds to hone speaking skills and gradually progressing to larger platforms. This stepwise approach allows guests to refine their presence and delivery, ultimately leading to more impactful appearances.
Notable Quote:
B: "Go for some really small shows... it's like anything with more practice, you will get better and you'll become more confident." ([09:13])
A common debate among podcast guests is the use of notes during interviews. Andréa shares her experience of over-preparing, which heightened her anxiety. Sam advises experimenting with different preparation methods to find what works best individually, whether it’s bullet points, full scripts, or a more spontaneous flow developed through practice.
Notable Quote:
B: "Find your own method. I don't think there is a one size fits all approach when it comes to like, yeah, having notes or not having notes." ([13:59])
A pivotal part of a podcast interview is the CTA, where guests direct listeners towards desired actions. Sam recommends integrating CTAs organically throughout the conversation by mentioning freebies or resources ahead of time. Keeping the final CTA concise and directing listeners to a single or dual point of contact minimizes choice paralysis and enhances effectiveness.
Notable Quote:
B: "Make sure you're kind of setting it up beforehand. And then once you're at your call to action, keep it short and sweet." ([15:37])
While being educational is crucial, Sam highlights the need to weave in promotional elements without coming across as overtly salesy. Sharing success stories from personal or client experiences provides credibility and subtly promotes services, ensuring listeners recognize the value offered without feeling inundated by promotion.
Notable Quote:
B: "Ask yourself, what am I sharing? Are there examples of this and how have I seen this work for my clients or myself?" ([18:28])
Sam shares inspiring testimonials, including a movement coach whose podcast appearance directly connected her with a life-changing client. These stories illustrate the unpredictable yet profound impact podcast guesting can have, reinforcing its value beyond immediate client acquisition by fostering long-term relationships and expanding professional networks.
Notable Quote:
B: "She came back, and she was like, I've just got, like, a fantastic client from it... Such a fantastic client." ([21:31])
After the interview, Sam advises leveraging the podcast content to enhance online presence and credibility. Creating a press page showcasing podcast appearances, sharing episodes in newsletters, and arranging follow-up interviews are effective strategies to maintain momentum and reinforce authority in the field.
Notable Quote:
B: "If you haven't got clients from it... creating a press page... it shows so much credibility." ([24:22])
To streamline the guesting process, Sam introduces his comprehensive four-week plan designed to book podcast appearances systematically. This plan includes actionable steps, pitch templates, and follow-up strategies, providing a structured approach for individuals to secure and maximize podcast guesting opportunities effectively.
Notable Quote:
B: "It's a four week plan that basically outlines the simplest steps that you can take to get yourself booked on podcasts." ([28:43])
The episode wraps up with Andréa expressing gratitude and encouraging listeners to connect further through the Mindful Marketing Lab. Sam reiterates the availability of his resources and offers avenues for continued engagement, emphasizing the ongoing support available for those looking to excel in podcast guesting.
Notable Quote:
A: "I'll put all of those links in the show notes on Landry.com 361 Sam, thank you so much for coming on the show today." ([29:44])
Key Takeaways:
Research is Fundamental: Understanding the podcast’s audience and previous episodes ensures alignment and relevance.
Build Genuine Relationships: Focus on adding value to podcast hosts beyond the interview itself.
Start Small to Gain Confidence: Begin with smaller shows to practice and build up to larger platforms.
Find Your Preparation Style: Experiment with different methods to determine what best helps you articulate your message.
Crafting Effective CTAs: Integrate calls to action smoothly and keep them concise to guide listener actions effectively.
Balance Education with Promotion: Use real-life examples to subtly promote your services while providing valuable information.
Leverage Post-Podcast Opportunities: Enhance your online presence and credibility by showcasing your podcast appearances.
This episode serves as a comprehensive guide for anyone looking to harness the power of podcast guesting to expand their client base and grow their professional network.