How To Leverage Interviews To Grow – PTC 335

Interviews can add so much to your podcast and brand. You can benefit in many ways by leveraging interviews and guests when you look beyond the content.

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CONTENT

Guests can add content to your show. That is the obvious benefit of interviews.

You can create a great episode with much less preparation when you interview others. Your guest can offer information that it outside of your area of expertise.

Guests can also provide different perspectives and approaches. They can provide info from their area of expertise that compliments your knowledge.

You also don't need to prepare as much for an interview as you do for a solo show. Some guests overprepare. They know too much for the interview.

When you know too much, you suffer from the curse of knowledge. You forget what it is like to not know the information. That causes a disconnect with your listener.

The great Larry King used to say that he never read the book or saw the movie before he interviewed his guests. He wanted to ask the questions his audience would naturally ask. If he knew too much, he may miss a great questions.

Know enough about your guest to lead them down the path to present the info your audience wants. Don't learn too much where you start talking jargon and making assumptions.

LEAVE ROOM

As you interview others on your show, be sure to leave room for yourself.

So many podcasters come to me frustrated that their podcast isn't doing much to grow their business. When I listen to an episode, most of the time is spent interviewing the guest.

The host tells the audience how great the guest is. We demonstrate the guest's expertise. The host will send the audience to the guest's website for the free thing or promote the guest's course, program or product.

It is no wonder the podcast isn't helping the host's business. It was a 30-minute commercial for the guest. Why would people come see you?

Instead, carve out time for yourself. Be sure you are leaving space to demonstrate your authority in your niche. Spend time building the relationship with your listener.

GO FIRST

When I have guests on my podcast, I spend the first ten minutes or so teaching. I use that time to show my audience how I can provide value for them. This is all designed to demonstrate my authority and expertise as an influencer in the space.

After I teach a bit, I then interview my guest. The interview is usually a case study to what I just taught or an example of a small part of something I taught.

You should also include your call-to-action during your time as well. Send your listeners to your website or lead magnet before the interview starts.

If you wait until the end, two things happen that are not good for you.

First, a good portion of your listeners won't make it all the way to the end of your episode. Studies show that just over half listen to the entire podcast. Many stop listening when they are done doing whatever they are doing.

Next, your guest just gave their call-to-action. Your listeners will be focused on that one. Now your call-to-action gets lost in the mix. Putting it up front makes you first and separates your ask from the call-to-action of your guest.

Leave room in your show to toot your own horn.

EXPOSURE

Exposure is another benefit of podcast interviews on your show. Guests can share your podcast episode with their audience. This could be on their show, in their e-mail, on their social media and anywhere else they communicate with their tribe.

When you publish the episode, notify your guest. They are not obligated to share your show. However, they just might if you make it easy for them.

Send your guest artwork they can use in their social post. Write the sample post for them. Make the whole process as easy as possible.

Be grateful they appeared on your show. Do what you can to help them get exposure. If they help in return, that's an added benefit to you and your podcast.

CREDIBILITY

Podcast guests can also add credibility to you and your show.

When you have experts on your podcast, it provides social proof for you. You get an implied endorsement just by letting the guest appear on your show.

Listeners assume you have a relationship with the guest. The two of you are hanging out chatting about the things you have in common. Their reputation rubs off on you and you look great.

On the other hand, make sure you screen your guests. Don't let just anybody on your show. Pick the guests that make you look good. One bad guest can ruin your reputation.

CLIENTS

Guests can become your clients. This is definitely a way to benefit from interviews. You can help your guests achieve their goals.

A podcast is a great way to open that door and begin the relationship. Zoe Routh uses her podcast to make a connection with potential clients. Rather than cold calling prospects or trying to schedule a meeting, she invites prospects to be a guest on her show.

Once they are a guest, she begins serving the potential partner. She builds the relationship.

This is a long-term play. Show your guest what you can do and how you can help them succeed. It could lead to something in the future once you build the relationship.

PARTNERS

Finally, interviews are a great way to generate revenue with your podcast.

Interview guests can become your JV partners. The interview can help you promote your guest's products or services and earn a commission.

The first part of your conversation should provide great value for your listener. Teach something. Share some great value.

At the end of the interview, you guest can make a pitch. Send listeners to your website with a redirect to the guest's offer. If you send directly to the offer, you rely on the guest to track everything. When listeners come through your site with a redirect, you can see how many hits that page received. That will allow you to analyze if the call-to-action worked.

Your guest can also promote your goods and services and you pay them a commission. It is the process, just in reverse.

Interviews have a ton of benefit for you, your podcast and your business. Make sure you are making the most of every opportunity.

If you don't have a mentor who can take your hand and walk you every step of the way, go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. We will develop your plan and see how I can help and support you to achieve your podcast goals.