How to Show Up on Podcasts: Get More Clients or Lose Them

Cassettes and Headphones

There’s no doubt that podcasts are growing in popularity. In fact, according to Edison Research, 67 million Americans listened to a podcast in the last month. That’s a lot of potential clients! As a business owner, you want to make sure that you’re taking advantage of this opportunity by appearing on podcasts as a guest. But, there’s more to it than just sending an email and hoping for the best. You need to make sure that you’re showing up for your podcast appearances in a way that will help you get more clients or lose them.

We have all been there, running late, and completely forgot about that podcast you promised to be on. Or maybe it’s your podcast and you ran out of time to research your guests and now here it is, time to record and you aren’t ready. Sound familiar?

Here’s the thing about podcasts, they are a phenomenal business development tool that is overlooked constantly. Any time you get in front of a new audience it’s a chance to get some new business, make a new connection, or possibly even a new business partner or mastermind buddy. There is no audience too small, every person matters. I know you are thinking, yeah right. I get it.

Let’s break this down. How many new clients would move the needle in your business? How many new clients can you actually handle? If you got 10 new clients tomorrow could you handle it? If you got 1 new client a month, would that make a difference in your P&L? What if you got 100 new clients tomorrow, can your business sustain that? I know mine couldn’t, no way.

Social media buzz

So, why are you spending so much time on social trying to reach the masses when the smaller and more targeted audiences get no love? Personally, I always get new business when I get in front of people. Why you ask, well it’s not my face I can tell you that. It’s because when they see me talk about podcasting and business development they can feel and see firsthand how passionate and knowledgeable I am about both. 

You know how you can tell immediately if someone is full of shit or not? Well, so can the people in your audience. Whether it’s your podcast or someone else’s, they know. When I first started Heartcast Media I was super inspired and followed the blueprint that Tom Bilyeu laid out. What got me about Tom is his uncanny ability to ask questions nobody has ever asked before. He listens better than any other man on the planet LOL, just kidding, we all know men don’t listen 🙂

Be a fan

I digress, the point is Tom shows up every single time. Before every interview with his guests he reads every book they ever wrote, he reads every article written about them, he watches every movie, every interview, etc, etc. You see where I am going. When Tom interviews people they ALWAYS stop and say, wow what a great question nobody has ever asked me that before. It’s amazing but it takes a lot of effort to show up like that, it’s not like he just slides into super easy. He does an interview a week, how many books did you read last week? I bet it was less than Tom.

Tom the man Bilyeu

Those interviews have shot him into the atmosphere and he has created deeply personal relationships with countless guests, who I might add are all freaking badass humans to know. I’m legit jealous of Tom’s Rolodex, yeah I said Rolodex. Tom’s life is deeply enriched because of that podcast and I promise you, so is his bank account.

Shure SM7B Microphone

Get some decent gear

Tom does the same thing when he goes on other people’s shows too. He does the work before the show. He shows up. He uses a bloody microphone, yeah I’m looking at you Tuna Can Terry! Tom understands the value of showing up and because of this his life, business, and happiness are greatly impacted positively.

So, I have to ask you. What’s stopping you from showing up? You don’t think that the guest of that podcast or one of the 10 listeners might change your life for the better? If you were able to present to small groups of 10 people every single day would you turn that down? Would you feel that 10 people in a room isn’t valuable enough to show up and provide value?

Exactly how many people do you need for it to be worth it?

How many new clients do you need to move the needle?

Now that I have berated you into oblivion, let’s now cover how to show up effectively without it taking over your life. I get it, we can’t all be like Tom. I don’t have time to read every book of every guest on my show…or do I? Point is, that there is a middle ground so let’s cover some basics.

3 Podcast Tips: How to Be a Great Podcast Host

First, understand who your guest is. This can be done simply by going to their website and reading their about page. If they don’t have an about page, find a recent interview or article. The key here is to understand what they do, how they help people, and what kind of language they use. We want to understand them so we can connect with them on a deeper level.

Second, have an objective for the interview. This is going to be different for every single show but it’s important to have one nonetheless. Whether your goal is to sell a product, get exposure for your business or simply build a relationship, know what you want before the interview starts.

Finally, be prepared with questions. This is probably the most important part of showing up for your podcast. If you don’t have questions then how can you possibly engage in a conversation? These don’t have to be fancy pants Pulitzer Prize-winning questions, they just need to be thoughtful and allow you to further understand your guest.

Showing up for your podcast is an important part of being a successful podcaster. By taking the time to understand your guest, having an objective for the interview, and preparing questions you will be able to create a deeper connection with your listeners.

And who knows, maybe one of them will be your next big client. Let me correct this sentence. One of them WILL BE your next big client. What is your podcast strategy, why are you hosting a podcast and how are you choosing your guests? Maybe we should start there, but that’s a whole different blog post so simmer down biscuit, one thing at a time here.

How to be a great podcast guest

Now, let’s talk about how you show up on other people’s podcasts. Here are some important things to remember.

First, be grateful that they chose you. They could have picked anyone in the world but they chose you! So, express some gratitude with a personal twist. This is also an opportunity for halo marketing. What is that you ask, let me explain. If you are on Tom’s podcast because I got you booked you could open with thank you so much for having me on, I am so grateful that “Molly Ruland of Heartcast Media” connected us. See what I did there, I created an opportunity for you to tag me on this podcast when it comes out too. See what I did there?

Research the interviewer

Second, know who your audience is. This is going to be different than the first point because now we are talking about the podcast host’s audience. By understanding who they are you will be able to share relevant information that they will appreciate. More importantly, you can craft your CTA to match their needs and goals. If you don’t have a CTA what are you even doing? Where is your conversion tool, what are you offering exactly? Know this, man!

Get ready to promote yourself

Third, learn how to humblebrag. A lot of times we are asked not to “sell from the stage” which can be relevant on podcasts as well. You don’t want to be too salesy but at the same time, never miss an opportunity to drop some not-so-humble bombs during the conversation. Something like, “I was working with a client last week who has a huge transformation in her business using this tool” or “I was in Costa Rica last week with a client for an important event” etc etc. You can share the transformation that you provide for other people in hopes that people can see themselves in those same shoes, or this case flip flops.

Be in a good place

We record a lot of podcasts at Heartcast Media and too often I see people starting off podcasts with very awkward conversations and it’s clear that neither party are prepared. The host doesn’t know much about the guest and the guest is doing the recording from Whole Foods on AirPods, don’t get me started.

Why spend all this time and money and then flop? Would you show up to a speaking engagement in your workout clothes? This is ironic because I am wearing mine right now so my ass gets on the treadmill after I finish writing this. If not I’m just a jerk in tight clothes for no reason. Anyway, the point is what are you even doing? 

Tell the guests what to expect. Tell them it will be a video. Show them you did a little work in advance and make them feel comfortable. Set the expectation because just like in life, expectations are a micky flicky. Every single podcast you record is an opportunity for new business, new friendships, and new possibilities. Get excited about it. Buy a microphone for crying out loud. Take this shit seriously because it could mean the difference between your business being profitable, or not. 

My grandmother used to always say “every crooked pot has a crooked lid” and I love that but this isn’t Tinder kids. Put your best foot forward and close that deal, aka record that podcast.

Until next time, have a great week. I know the world is full of grief and sadness, and I am carrying some of my own. My mom passed away last year and Mother’s day was really tough. The last few weeks all I want to do is day drink and cry but showing up feels better, even when it’s super hard. Life isn’t perfect and you don’t need to be either. Feeling heard, respected and valued goes a long way, and when it’s a mutual movement beautiful things happen.

Let’s show up together, we got this.


Picture of Molly Ruland

Molly Ruland

"Listening is the Revolution"