How do I get on Podcasts as an author?

Podcasts are the most underused marketing channel for authors, and the reason is simple: a podcast appearance puts you in someone's ears for 30-60 minutes. That is more intimate than any ad, any social media post, any book description. By the end of the episode, the listener feels like they know you. That trust translates directly into book sales.

The mistake most authors make is pitching author-focused podcasts. Unless you are writing a book about the craft of writing, "The Writer's Journey Podcast" is not where your readers are. Your readers are listening to podcasts about the topics your book covers.

Wrote a book about productivity? Pitch the productivity and business podcasts. Wrote a thriller set in the world of finance? Pitch finance and true crime podcasts. Wrote a cookbook? Pitch food and lifestyle podcasts. Go where your readers already are, not where other authors are.

How to pitch:

1. Identify 20-30 podcasts in your topic area with audiences of 1,000-50,000. Do not aim for the top ten biggest podcasts — they are flooded with pitches. The mid-tier shows are hungry for good guests and their audiences are highly engaged.

2. Listen to at least one episode of every podcast you plan to pitch. Reference a specific episode or guest in your pitch. This immediately separates you from the 90% of pitches that are clearly mass-sent.

3. Lead with value, not your book. Your pitch should say "I can teach your audience about [specific, useful topic] and here's a controversial take that will generate discussion." It should not say "I wrote a book and I'd love to promote it on your show."

4. Provide a one-sheet. Include: your bio (3 sentences), your topic (1 sentence), 3-5 potential interview questions, and a link to a previous podcast appearance or video so they can hear what you sound like.

5. Follow up once. If you do not hear back in two weeks, send one follow-up. After that, move on.

After the episode airs: Share it on social media. Email your list about it. Write a blog post summarizing the key points and link to the episode. The podcast host will appreciate the promotion, which makes them more likely to have you back or recommend you to other hosts. The podcast-to-funnel connection: At the end of every podcast appearance, the host will ask "where can people find you?" This is your moment. Do not say "I'm on Twitter and Instagram and Facebook and..." Nobody is going to follow you on three platforms. Give them one URL — your lead magnet landing page. "If you want the free toolkit that goes with my book, go to [yoursite.com/toolkit]." That single call-to-action converts podcast listeners into email subscribers, and email subscribers into book buyers. Every podcast appearance should drive traffic to the same funnel. How many podcasts should you do? For a book launch, aim for 10-15 appearances in the three months surrounding your launch date (one month before through two months after). After launch, one or two per month as ongoing visibility maintenance. Podcast appearances compound over time — episodes live online forever, and people discover them months or years after they air. Twenty podcast appearances over a year create a permanent web of content that drives traffic indefinitely.

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