Borrow Another’s Audience to Grow Your Own
This week we’re looking at a couple more ways to grow your platform - being a podcast guest and writing articles for other blogs or websites. These still give you good exposure and the chance to find new readers. In the case of being a podcast guest, it obviously doesn’t require you to start up your own podcast.
Be Our Guest!
Both of these options are opportunities to borrow someone else’s audience. When you are a guest on a podcast or write an article for someone else’s blog or platform, it’s ideally a win for both you and the host. You provide content that benefits his or her audience, and some of those listeners or readers may decide to also join you and subscribe to what you offer.
I’ve seen this work as a consumer several times. For example, I personally enjoy podcasts that talk about the overlap between neuroscience and psychology with the Bible. When I listen to a podcast on the topic, I have heard several different guests who talk about those concepts from different angles. I’ve then bought that guest’s book or subscribed to their podcast or newsletter. I wouldn’t know about them if I hadn’t heard them as a guest on a podcast I was already listening to. As a result of their being a guest, they gained me as part of their audience. You can also learn about other writers by reading their guest posts on other websites that you follow.
What to Look For
As you’re looking for podcasts and websites to pitch yourself to as a guest, look for ones that have a similar audience and message to your own. You want to bring something to their audience that will complement, but not compete with what they’re doing. Listen to several episodes or read several articles and get a feel for what they cover and how they cover it. Put yourself in the host’s shoes - would your topic be helpful to their listeners or readers and offer a unique slant or angle? Some websites and podcasts have a list of upcoming topics or submission guidelines that can make your job much easier as you consider a topic.
If they don’t list topics or guidelines, then you can email them a pitch of what you would like to talk about or write about that would serve their audience. Don’t be afraid to follow up if you don’t hear back right away. I’ve had people’s pitches go to my spam folder or get lost in the shuffle.
The Worst They Can Say is “No”
It can be scary to pitch yourself to be on a podcast or to write a guest article. But just remember the famous hockey player, Wayne Gretksy’s quote: “You miss 100% of the shots you don’t take.” In other words, if you don’t ask, the answer is automatically no. If you ask, the worse they can do is say no, but they might say yes, so you might as well try!
Once you have an opportunity to write the article or be a guest on the podcast, see what the host will allow you to do as far as offering a lead magnet for their audience, or at least sharing your website and contact info. Having something to offer those who listen will help you make the most of the opportunity. I always offer my podcast guests an opportunity at the end of an interview to share how listeners can find them and connect with them. Many times when you write a guest article, there’s an opportunity to include a brief bio and your website or social media handles.
Are you interested in giving it a try? Research different podcasts or websites that have guests and look for ones that might be a good fit. Find at least one to send a pitch to and see what happens!