Wendy Van Camp
I did not go out to find podcasts as an author. Strangely enough, podcasts found me.
During the early months of the 2020 pandemic, I was facing the loss of many in-person appearances and book fairs. Out of the blue, some of my writer friends invited me to join their podcast since they knew I had panel-speaking experience. I did not know what Zoom was. I didn’t own a webcam. It is a wonder I got into the recording with my antique laptop. But my friends gave many helpful suggestions along the way about etiquette, equipment, and networking.
Years later, I have a small podcast studio set up in my home office with a 4K webcam, physical backdrop, and additional lighting. It gets plenty of use.
Why is it important for authors to podcast? Just as with in-person appearances, podcasts allow you direct access to diverse audiences. They can enhance your credibility and establish you as an authority in your genre. Podcast episodes remain accessible online, providing a lasting platform for potential listeners to discover your work long after the initial broadcast.
Identify Your Target Podcasts
Podcasts come in all shapes and sizes. More common formats include audio-only podcasts and video-based podcasts that could be set up on an in-person stage, via a video call, or as a prerecorded reading that is assembled by an editor afterward. Some are general literature podcasts with big audiences. These are more mainstream and often more difficult for a new author to land, as the producers of these podcasts seek name recognition from their guests.
Other podcasts specialize in a niche for listeners who are there for specific content. These podcasts are for a certain genre, a specific fandom, or focus on the craft of writing. Approaching podcasts of your genre can be a better choice than a large mainstream podcast because the listeners will be more interested in your book. It is a matter of matching your novel to the listening market.
Think of podcast directories and platforms as your treasure map—X marks the spot where your perfect podcast awaits. Start by diving into popular platforms like Apple Podcasts, Spotify, or Google Podcasts. Each lists thousands of podcasts for you to view and select from, or explore a list of author-specific podcasts at https://indieauthormagazine.com/podcasts. This method takes time, but can allow you the best range of podcasts to approach as a guest.
Pro Tip: Most podcasts are set up on Apple because of early influence by iTunes, so this can be a good platform to begin your search. Type in keywords related to your book and genre. You will discover a list of potential podcasts that match your vibe. It’s like online dating for your book—swipe right on the ones that make your author heart skip a beat.
There are also services that act as a “matchmaker” between possible guests and podcast hosts. Some of these services cost a monthly fee, but they can shorten the time it takes to find the perfect podcast for you to appear on.
PodcastGuests
https://podcastguests.com
This service offers a free newsletter that will send you possible matches with podcasts in their service. If you feel you are a good match, they offer you easier access to gain a spot on the podcast.
PodMatch
https://podmatch.com
This service works similar to a dating service, but instead of finding the right mate, it helps you discover the right podcast to appear on. You create a profile in their service, and the algorithm sends you possibilities. You connect with the podcaster via their in-house message service. PodMatch charges users a monthly fee.
Matchmaker.fm
https://www.matchmaker.fm
This service matches you with podcasts based on your interest categories. You can start with a free account, then move to a paid version with more features.
Research Potential Podcasts
Listen to a few episodes of shows you’re interested in before you hit up a podcast producer for a guest spot. You’ll get a sneak peek into the way they talk and what makes their audience tick.
Have a clear idea of the type of podcast you are looking for. As you listen to samples, take notes about the audience size, who the producer and host are, their contact information, and any other details you feel are important. This can be found in the podcast’s show notes on the podcast’s episode page.
Craft an Irresistible Pitch
You have selected a list of podcasts you are interested in. Now, it’s all about nailing that pitch and making the podcast hosts go, “Yep, we need this author on our show!” Start with a detailed author bio, throw in a general description of your book, and include unique angles in your story that will resonate specifically with their listeners.
Send your inquiry via email to the producer of the podcast you are interested in. Be friendly, conversational, and highlight how you can be an asset to their program. Remember, podcasters are looking for interesting stories and people. There’s no need to send a formal press release to podcasters, but have one ready if they ask for one.
Pro Tip: Consider including personal connections, such as if you’ve met the show runner at a conference or belong to the same social media group.
Build Relationships with Podcast Hosts
Think of podcast hosts as acquaintances who could become future friends. When you invest time in these relationships, it may result in more than a one-time appearance. Sometimes podcasts form a stable of speakers to draw upon for their various panel shows. Being accepted in such a group can be like gold. Not only do you have future opportunities to appear on the same podcast, but others in the group might also invite you to appear on their own projects.
Use social media to interact with your fellow podcasters. Follow the hosts and panelists, hit them up with genuine comments, and share their podcast projects. Think of podcasting events as networking sites. Collaboration is the magic word; suggest joint projects or guest appearances. Making these connections turns the podcast from marketing to a place to hang out with writer friends.
Pro Tip: Follow podcasts before you become a guest. Sometimes a podcast will post a call on social media. If you are in their circle, you could have early access to this call and get ahead of the competition. For popular podcasts, following them on Instagram, X, or Facebook could be key to landing a spot on their program.
Podcast Equipment
You will only need basic equipment to podcast as a guest. Your equipment doesn’t need to be expensive; start small and work yourself up to better hardware as you can.
- You will need a computer, tablet, or phone to access Zoom. This is the most popular software for video podcasts. You do not need to pay for a Zoom account in order to be a guest podcaster. A free account will gain you access.
- Obtain a camera and microphone to record yourself. To start, you can use the built-in tools on your phone or laptop. They are not perfect but will get you started. When you’re ready to upgrade, look into webcams or a video-capable camera with a quality lens.
- Create a quiet location in your home where you can podcast without people walking into your frame and where you have good lighting. A window with natural light is a good choice, but there are also temperature-controlled lamps to brighten a dark room.
- Create a pleasing backdrop behind you. You could purchase a backdrop scene and holder, set up a green screen to project a digital background on, or arrange a neat corner of shelves with your favorite decor items.
Podcast Prep
You have landed a podcast. Congratulations! It is time to prep for your appearance. Practice those key messages until they roll off your tongue like your favorite quote. Have anecdotes ready to sprinkle in. Think of the recording as not just an interview but a chance to share your author journey, and when you step up to that mic, you’re not just a guest—you’re the storyteller everyone can’t wait to listen to.
If your podcast appearance involves a video call, remember to either create a digital background featuring your name and book via your favorite graphic program or have a place to keep your physical book in the shot with you.
Pro Tip: Feeling those pre-podcast jitters? Totally normal! First, embrace your preparation. Outline your topics and have a list of notes handy to refer to as you record. The better you know your material, the more confident you’ll feel and sound. Create practice sessions at your microphone to become more comfortable at your recording station. Finally, remember it is okay to make mistakes. Like a musician at a concert, there will be a few misplayed notes. It is nothing to worry about.
At the start of the program, be prepared to introduce yourself to the host and audience. Tell them why you are a good fit for the show, and have a short bio of yourself practiced. At the end of the show, your host will probably ask you to share your social media handles. Have a short list of no more than two prepared. Chances are your podcast host will also list your links in the show notes.
The key takeaway? It’s not just about appearing on any podcast; it’s about playing the long game, strategically picking shows, and building relationships that make you the go-to author. Your audience awaits, and with the right approach, your podcast journey is bound to be a winner!
Wendy Van Camp
