Podcasting is an immensely popular medium for sharing knowledge, stories, and ideas. According to Podcast Index, there are over four million podcasts out there, which means that there’s no shortage of content for listeners to choose from. And there’s also no shortage of shows that may potentially consider bringing on guest experts.
Now, this is great news if you’re looking to gain more visibility for your business by way of podcast guesting. But what do podcast hosts look for when they’re seeking new guests? In this article, I’ll discuss what hosts consider when they need specific guests independently for their shows. And, I’ll share exactly how these influence my decision for bringing guests onto Talk Copy to Me.
What hosts are looking for when they are seeking a specific type of guest
Peer recommendations
The easiest place to find new guest experts is to reach out to previous guests, podcasting colleagues, or your overall network.
Let’s think about social proof for a second. A direct recommendation is the highest form of social proof. When someone asks a person they trust to provide a recommendation, they’re going to weigh their suggestion with more consideration than they would if they randomly stumbled upon a potential guest online.
And, while the testimonials you may find on someone’s speaker page are helpful, you’re still relying on the word of an internet stranger. How do you know you can trust their recommendation? Now, this isn’t to say you should discount testimonials. We all know I’m obsessed with them. All I’m trying to point out is that a direct recommendation from someone you trust is worth its weight in gold.
What does this mean for you, if you’re trying to be a guest on more shows? Simple: let your connections know you’re seeking to be on more podcasts and you’d love to be considered if any hosts they know are looking for guests.
Interested in pitching Talk Copy to Me? Here’s how I feel about this specific podcast pitching point:
When I know I’m looking for a specific type of podcast guest, I always start with my network and ask for both recommendations and potentially even introductions.
I usually start first with an email out to my former guests. The reason I do this is because I want to widen my network. They have always provided excellent suggestions, and I know that if I loved interviewing them, there’s a really good chance that I’ll enjoy they people they send my way too.
If I’m still searching for a specific guest after I’ve reached out to my former guests, I’ll usually check in with my fellow business and podcasting friends, and if I’m still seeking someone, I’ll post about it on social media or my email newsletter.
If you’re looking for examples of what I mean, check out these Talk Copy to Me episodes:
- Hot Tips for Networking on Facebook with Ashleigh Chanél
- How to Use LinkedIn for Your Business with Louise Brogan
Both Ashleigh and Louise were recommended to me from multiple people when I shared that I was looking for guest experts to join me on the social media series I had on the Talk Copy to Me podcast.
Read that again: MULTIPLE PEOPLE shared Ashleigh and Louise’s names with me when I said I wanted people to come on the show and speak about Facebook, Twitter (now X), LinkedIn, Instagram, and TikTok. When a bunch of people speak out to share their praise, I am going to pay close attention. And I’m so glad that I did. Both Ashleigh and Louise brought so much value to their interviews and their episodes are extremely helpful.
People they’ve worked with or admire
Y’all. I love my clients, and I love the people who I’ve hired. And if I love you, I’m going to want to find a way to share you with everyone I know.
A podcast episode featuring the people I adore is one way to do that.
And I am certainly not alone here, as so many of the shows I’ve been on (as a guest) were initiated by someone in my network reaching out to ask me if I would be a guest on their show.
When hosts know they like someone or have had a good experience with them elsewhere, its going to be easy to imagine this person in the role of a podcast guest. So when someone comes to mind that they would love to share with their audiences, podcast hosts are going to jump at the chance.
Interested in pitching Talk Copy to Me? Here’s how I feel about this specific podcast pitching point:
I wouldn’t say that a previous working relationship heavily influences my editorial calendar, but it’s definitely something that may sway me. I should point out that in the past, if I invited a former client or someone I hired onto the show, it’s because I already had an idea for an episode I’d like to do, and I knew they’d be perfect to help me bring the topic to life.
If you’re looking for examples of what I mean, check out these Talk Copy to Me episodes:
- Customer Experience & Systems with Charlotte Isaac
- How to Increase Twitter Engagement with Anita Kirkbride
Customer experience (CX) is extremely important to me. I wrote about it for years for Oracle’s former SmarterCX site and their current marketing blog, and it’s something I talk about all of the time to my clients since CX and copy are often so interrelated. When I knew I wanted to have an entire series on customer experience for the podcast, Charlotte Isaac was the first person I knew I would invite. I had taken her Ease Seekers Society program that teaches people how to set up their Dubsado accounts, and I personally think that she is a systems genius and an incredibly lovely human being.
Similarly, Anita hired me to write her website copy years ago and we really enjoyed working together. In fact, she even invited me on her own podcast right when she first launched it! When I knew I was planning a series on social media, I knew for sure that I would invite her on to talk about her experience using Twitter, and I was specifically curious to find out whether she thought the platform would survive the Elon Musk takeover.
Now, Twitter is X 🤢. But almost everything you learned from her episode can be implemented using Instagram’s text-based social platform, Threads (which I love, by the way).
Relevant expertise
When a host’s personal and professional network are tapped, they’re going to go out there and start searching for someone new on social media or via a good ol’ internet search. And when they do have a short list of potential candidates, they’re going to narrow the list down based on the relevant experience each potential guest has.
Hosts seek guests who can offer deep insights into the planned episode’s theme or topic. A guest who already has relevant expertise—whether it’s personal or professional—not only enriches the content of the episode, but also boosts its overall credibility to both of your audiences.
This is why a speaker page on a website comes in handy. If a host is going to compare you against a few other people with similar experience, you want to give them something that helps you stand out. Your speaker page may share things such as links to other shows you were a guest on, a clear and detailed list of speaking topics, a long bio that highlighted your experience, or a list of questions hosts may consider asking you about a particular subject.
Now, as a website copywriter, I’ve audited many a website in my day, and I can promise you that most speaker pages are lacking many (if not all) of those sections I just mentioned…and that’s assuming your competition even has a speaker page on their site! I’d safely bet that many do not.
Interested in pitching Talk Copy to Me? Here’s how I feel about this specific podcast pitching point:
The only reason I can imagine having a guest on the show who doesn’t have relevant experience about the topic we’re discussing would be for some type of panel-based discussion or maybe a predictions-style episode. And even still, the idea of having someone on the show without any personal or professional expertise still feels a little silly. Because of this, I can’t say that I put a huge amount of weight on experience.
If you’re looking for examples of what I mean, check out these Talk Copy to Me episodes:
- 2023 Business Social Media Best Practices and Predictions with Andréa Jones
- Voice of Customer Research and Messaging with Melissa Payne
I included both Melissa and Andréa as examples because these woman showed up and wowed me with their expertise. In addition, if you’ve heard of them before listening to them on my show, you’ll know that their names are pretty much synonymous with their industries or particular niche.
Andréa, for example, knows all things social media. Melissa, on the other hand, is always mentioned when I hear people talk about voice of customer research, and if you’ve ever seen her client deliverables, you’d know why (they are incredible!)
Unique perspective
While expertise is critical, a unique perspective on a specific subject can be a game-changer when it comes why a podcast host would want to bring a guest onto their show. They want guests who can bring a new angle to a familiar topic or introduce listeners to something entirely novel. Offering a different viewpoint or a unique story can make you an attractive candidate.
So think about your main talking points and consider whether you have a unique take that you can bring to the pitch to spark a host’s curiosity. If hosts are interested in learning more after you’ve hooked them with your special take, they know their audience will be just as excited to hear the entire episode.
Interested in pitching Talk Copy to Me? Here’s how I feel about this specific podcast pitching point:
I absolutely love when potential guests come to me with a fresh take on a common topic. When I’m reviewing pitches, I’m specifically looking for angles that make me think “Ooh, I haven’t heard that before” or “My audience needs to hear this.”
Generic pitches about “growing your business” or “marketing strategy” don’t catch my attention. But when someone comes to me with a specific, unique approach or an interesting case study? That’s when I get excited about the potential episode.
If you’re looking for examples of what I mean, check out these Talk Copy to Me episodes:
- How to Become a Content Creator on TikTok with Racheal Cook
- The Importance of Connecting on LinkedIn with Akua Nyame-Mensah
Racheal’s episode is in my personal top five favorite Talk Copy to Me podcast episodes because she completely changed how I thought about using TikTok for business. Instead of sharing basic tips, she walked through the specific strategies that worked for her as a business coach. She brought a fresh perspective that made TikTok feel accessible.
The same goes for Akua. It was important to me that the LinkedIn episodes talked about how to build true connections and show up authentically on a platform that can feel stuffy. Akua really brought it, and I’ve had many listeners comment on how much they liked her episode.
Engaging personality
No one wants to feel bored when they’re listening to a podcast episode. Podcast hosts prioritize guests with an engaging personality. A vibrant, charismatic, and articulate speaker can turn even the most mundane topic into a riveting discussion.
So how do podcast hosts judge personality? Well, there are a few ways.
The first, and the easiest, way to just a someone’s personality is if you know them or interacted with them in the past. However, when I’ve searched for specific types of guests in the past or went to check out someone who was recommended to me in the past, I typically check out their website, their social media presence, and any former podcast episodes they’ve been on to see how they present themselves.
And that is what helps me gauge their personality best.
Interested in pitching Talk Copy to Me? Here’s how I feel about this specific podcast pitching point:
Personality, energy, and vibe significantly influence who I have on the Talk Copy to Me podcast. In the past, I’ve brought on new-to-me guests solely from the recommendation of peers or because of a really well-written pitch from an internet stranger. However, as I’m nearing three full years as a podcast host and I’ve analyzed my previous guest experts, I can say with certainty that episodes that fell a little flat were completely related to things such as personality matches, flat affect, or obvious guest anxiety.
I’m not suggesting that it’s abnormal to feel a bit nervous when being interviewed for a podcast, but I do believe that my best guest experts came to the recording feeling prepared, confident, and excited to chat about the topic we were discussing. And their enthusiasm was extremely obvious to me, as the host, and to the listeners.
If you’re looking for examples of what I mean, check out these Talk Copy to Me episodes:
- What Goes in a Welcome Email Series with Liz Wilcox
- The Best Way to Grow On Instagram in 2023 with Jenna Warriner
Both Jenna and Liz logged into our recording feeling pumped to talk about their topics. They wanted to learn more about my audience before we hit record so they could make sure our conversation best met their needs, and they were able to volley with me to cover much more ground than they could have if they simply showed up with a practiced spiel.
In fact, I can confirm that both Jenna and Liz’s episodes are in the top fifteen of most listened to episodes, and they’re probably in the top ten of most commented on episodes, too.
Effective communication
So I mentioned that personality goes a long way in reviewing a potential guest, but in addition to personality, I’m specifically considering their communication skills.
Effective communication is vital in podcasting. Hosts look for guests who can articulate their thoughts clearly, concisely, and engagingly. It’s not just what you say but how you say it that matters. Practice speaking confidently and coherently to increase your chances of being noticed.
Interested in pitching Talk Copy to Me? Here’s how I feel about this specific podcast pitching point:
Clear communication is non-negotiable for my show. When I’m evaluating potential guests, I pay attention to how they communicate in their pitch, on their website, and in other podcast appearances.
Can they explain complex topics simply? Do they ramble, or do they get to the point? Do they use relatable examples? I’ve had instances where someone had amazing expertise, but struggled to communicate it clearly during our episode. Now, I specifically look for guests who can break down their knowledge into digestible pieces. This doesn’t mean you need to be a professional speaker before reaching out to me. You just need to be able to explain your topic in a way that resonates with my audience.
If you’re looking for examples of what I mean, check out these Talk Copy to Me episodes:
- What is GA4 and How It Impacts Google Analytics with Dina Pruitt
- What is Affiliate Marketing and How Does It Work with Dama Jue
Both Dina and Dama tackled complex topics and made them incredibly accessible. They used clear examples, avoided unnecessary jargon, and communicated their expertise in a way that actually helped my audience understand and take action.
Dina specifically had a difficult undertaking, as GA4 was rolled out with some unknowns, and it affected everyone who relied on Google’s analytics. And—people already didn’t understand the original Universal Google Analytics before the change.What I loved about Dama’s episode is how much she covered in regard to affiliate marketing. Dama’s Pay Your Pals was one of the two programs I took to learn how to set up my own affiliate program, so I knew that she’d be an absolute asset for taking a significant topic and drilling it down to be easy-to-understand episode. (Also, if you’re considering starting your own affiliate program, I highly recommend her course—especially if you plan on using Thrivecart to run it.)
Diversity and fresh perspectives
Podcast hosts understand the importance of diversity in perspectives and experiences. They actively seek out guests who can bring fresh viewpoints to the table. Whether it’s through their cultural background, life experiences, or unconventional career paths, unique perspectives can add depth and variety to podcast content.
Interested in pitching Talk Copy to Me? Here’s how I feel about this specific podcast pitching point:
Diversity isn’t just about checking boxes—it’s about enriching the conversation with different lived experiences and viewpoints. When I’m planning my content calendar, I actively seek out voices that can bring unique perspectives based on their background, experiences, or approach to their work. I believe my audience benefits most when they hear from experts who can speak to different aspects of inclusivity, accessibility, and diverse perspectives in business. This isn’t just about demographic diversity, either. It’s about diversity of thought, experience, and approach.
If you’re looking for examples of what I mean, check out these Talk Copy to Me episodes:
- Globally Inclusive Website Design and Copy with Danbee Shin
- Accessible Website Standards for Small (and all!) Businesses with Erin Perkins
Both Danbee and Erin brought incredibly important—and personal—perspectives to super important topics. Danbee’s insights about global inclusivity in website design challenged my own beliefs (and I put a lot of thought into trying to be as inclusive as possible) Erin’s expertise—and lived experience—in accessibility was very helpful to point out how many of the common accessibility fixes weren’t actually that helpful at all. And what you could to do improve your website accessibility instead.
What do podcast hosts look for? Here’s my advice for getting invited on
Landing podcast guest spots isn’t just about luck or having a big following. It’s about understanding and delivering what hosts need for their shows.
Remember, podcast hosts are essentially looking for partners in creating great content for their audiences. Whether you’re reaching out through your network, crafting a pitch, or preparing for an interview, focus on how you can provide genuine value to both the host and their listeners. Show that you understand their audience, demonstrate your unique perspective on your topic, and let your authentic personality shine through. When you approach podcast guesting with this mindset, you’re much more likely to become the type of guest that hosts eagerly welcome onto their shows.
Curious what podcasting software I use? My two favorite platforms are Buzzsprout and HelloAudio. I use them both for my business. Talk Copy to Me is hosted on Buzzsprout and my private podcasts are on HelloAudio.
Both of those links above are affiliate links and may also give you discounts on your purchase (because I referred you).
Featured image by Soundtrap
