Rich Cardona Media

145. How to Land Podcast Guests

On this episode of The Leadership Locker, Rich discusses the strategies that he uses to book high-profile guests on the show.

Personal Branding | Rich Cardona Media

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Rich’s guest invite message

The Leadership Locker is a podcast designed to siphon knowledge from industry experts to help share their expertise with veteran entrepreneurs (like me) and small business owners. We also love to cover life transitions -personal and professional, old and new. Can’t wait to have you!

Past guests include: Gary Vee, Chalene Johnson, Kindra Hall, Dan Fleyshman, Andy Frisella, Brad Lea, Beth Comstock, and more…

Format

  • No prepared questions
  • 35-45 min
  • Conversational
  • It is a video podcast
  • We will make clips available for download

Tech and Equipment

  • We will use a platform called Riverside.fm which will require you to use of Google Chrome to be recorded.
  • There is nothing to install, just need to use Chrome
  • Airpods or a version of them don’t usually sound as good as wired headphones
  • External mic? Yes please if you have one!

About Rich Cardona

  • Retired combat aviator (United States Marine Corps)
  • Owner, Rich Cardona Media (Video marketing and personal branding agency)
  • Girl Dad
  • Left Amazon corporate after 2 years and moved in with in-laws to start a business at 38 years old. Things worked out very well

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Connect with Rich:

Website

LinkedIn

Instagram

Facebook

Transcript
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Welcome back to The Leadership Locker.

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It is your host Rich Cardona.

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And look, as I always say, this is the place for you.

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If you're an aspiring entrepreneur, a new entrepreneur or a seasoned

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entrepreneur, looking to kind of step up their business and how you're going

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to step up is by having someone like me, document the journey, tell you about some

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of the potholes I'm hitting and also.

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Industry experts and influencers on every Wednesday to include

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the Gary V's of the world.

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Andy Frisella is of the world, the Kendra halls of the world, and many, many more.

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And today, look, I have a list of all the solo podcasts I was supposed to do.

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And all I could think about today was a response I got from a DM, from someone

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who I asked to be on the podcast, they're on television all the time.

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And I just wrote out to them because this person I really, really looked

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up to they're a broadcast journal.

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I will just kind of save the name and all that good stuff, but I want to tell

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you about how to reach out to people that would be interested in your podcast.

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Now I am kind of in a favorable position right now because of how

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well the podcast has been doing.

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And I'm able to demonstrate rankings and consistency and downloads and all that.

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But in the beginning, I was still getting great names.

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So I want to tell you three simple things that you can do to kind of

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land these guests on your podcast.

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And the first one.

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To reach out to them directly, for whatever reason, we have

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that paralysis by analysis.

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And we think of the end game before we even start, we think

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of what they're going to say.

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We think they're going to ignore us.

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We think all these different things that actually prevent us

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from doing the simple action.

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And the simple action is literally just reaching out.

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Now all of the fears that you may have and all the people that you feel

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like inundate them with messages, you know, They're there for a reason.

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It's because they're freaking true and that's fine, but it doesn't mean you

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shouldn't attempt to reach out and at least try and get them on your podcast.

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So how are you going to do that?

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And you're going to do that through, you know, primarily social media.

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Now, here is the trick.

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Here is the truth.

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Let's say this person has millions of followers on Instagram, but

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300,000 followers on Twitter.

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Use Twitter.

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See how often this person responds.

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Now they may be active in a lot of places, but the places that they have

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the largest following are probably the places where they find it.

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Almost impossible to keep up.

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These are places where they outsource the shit out of all of it.

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Your favorite people spend the least amount of time on social media.

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The people that you follow the most are probably spending the least amount of

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time on social media, believe it or not.

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And I've heard that from them.

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They outsource a ton of it.

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Now from time to time, they like to check their DMS themselves.

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They will scan through and all these other things.

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So try and find where they don't have the biggest following yet

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and see in termin their activity.

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Now, if they haven't posted there in three months, let's just call it

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Tik TOK or Twitter or whatever, then maybe that's not a good time, but

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if they post kind of regularly and they have a smaller following swear,

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then give it a shot, give it a shot.

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Now, what are you going to say?

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Okay.

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Now this goes into step two.

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So number one is just simply reach out.

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Don't don't get paralyzed by the thought of the rejection.

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We get rejected every day.

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People unsubscribe from your email list.

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Every day, people don't buy what you're selling everyday.

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People don't comment on your post everyday people don't like your post.

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Every day, we get rejected all the time.

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All the time.

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I mean, shit.

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I asked my wife if she had time to go on a run this morning and she didn't.

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Is that a rejection?

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Yes.

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It's rejection.

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No big deal.

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We deal with it all the time.

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So don't get paralyzed.

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So number two is how are you actually going to approach them?

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Okay.

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So I actually think there is something to.

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A voice message or a video message in these respective platforms.

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Um, you can get the text message, but don't make them read, make them listen.

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And the reason is they're going to determine how charismatic you are or

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how boring you are, and it's going to help them kind of expedite the decision.

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All right.

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Reading things is something that they're going to have to do all the time.

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They get pitched all the time.

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Okay.

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But if you actually, and this is how I secured this guess just now I just

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sent a message and I'm just like, Hey, so-and-so, I'm a huge, huge fan.

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I think you'd be enormously valuable for my audience who consists of these people.

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This is how many downloads of we're looking at a month.

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I'd be honored if you'd consider being on the podcast.

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It took a few of those and a couple of videos, but finally, because it was

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a very busy season for this person.

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They responded.

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They're like, Hey, thanks for your patience.

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Here's my email.

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Send me some times I'm going to be away for the next week on vacation.

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But after that I'll be in and checking and.

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And I was like, wow.

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So anyway, so how are you going to reach out?

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So I think if you're going to do it on social media, using tactic one and finding

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out where they have kind of a lesser following, but are still active, use a

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voice message or use a video message.

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And look, if you need to redo it, or if you need to do it in advance

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and then kind of plug it in.

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So you're not actually recording it natively because you're

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bound to screw up at a new.

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Recorded on your phone, on your camera roll first, and then just kind

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of send it as a message or you can practice on your voice notes, what

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it would sound like if you send a voice message and then go from there.

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Those are two things that are going to stick out because everyone's too

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freaking lazy and they're going to send a freaking canned ass message via text

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or a normal kind of a copy written post.

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Now, if you're going to do email instead, and maybe this person has

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for inquiries, email, You have to have a killer killer subject line.

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And I can't give you just like this, uh, you know, an amazing amount of guidance

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here because a lot of it is instinctual and intuitive for me, but I try and

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make it just sound slightly captivating.

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And by that, I mean, Marine aviator interviews, media.

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Okay.

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That is what I use to reach out to Arianna Huffington awhile ago, who has not been

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on the podcast yet, but when I wanted to just reach out and tell her how much I

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appreciate her, because I was reading a lot of thrive global, and then next thing

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I know, she wrote me back like herself, herself, like, look, there's a lot of

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ways to see if it was or wasn't someone.

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This was her.

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And she put me in contact with someone who invited me to write in the

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thrive global community as a country.

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Now look, this is a big community.

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So it doesn't mean like I'm part of the magazine or anything like that.

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And that was two years ago, but I was absolutely flattered.

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I didn't have shit for a following back then.

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It was, I, I made an email subject line.

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That's captivating enough to open up the email.

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So what would you write?

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Let's just say I wanted to reach out to Derek Jeter, who I will have on the

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podcast one day and he's on, he's a president of the Marlin's right now.

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I would put something like lifelong Yankees fan turned

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podcasts or seeks interview.

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Who knows.

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And it doesn't freaking matter and actually gotten the Marlins have

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right back to me numerous times.

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Uh, but I did use a Marine card.

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Okay.

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So let's just say I'm a doctor or I hear, I had a client a

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while ago, who is a chiropractor.

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Then he turned into a franchisor, uh, he franchised car washes.

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He has all these car washes and maybe he wants to talk to mark Cuban.

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Maybe he wants mark Cuban on the show because he wants to see what

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he thinks about his state-of-the-art carwash and why they may or may not.

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Business, whatever long shot.

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Right.

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But he put chiropractor, turned entrepreneur looks to

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interview shark tank space.

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Anything along those lines, anything along those lines, just

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be creative, compelling headline.

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It works in social media.

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That's how you get people to watch your content is by having a good hook.

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This is the equivalent to a hook and email.

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You have to have a good subject line.

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Okay.

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So that was number two.

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So number one, just to recap was to just reach out in the first

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place to not be intimidated.

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Uh, number two was how you're going to reach out to them.

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I would recommend a voice message, a video message.

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And if you're going to use email, then make it a damn damn

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awesome compelling headline.

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And then the last thing I would say is be persistent.

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So let's just say you don't hear from them, do some digging, be freaking

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in an inspector, be an investigative reporter and find the people around them.

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Find who some of the gatekeepers might be, find who their personal

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assistant might be, find who their schedule, or it might be.

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Look on LinkedIn.

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Look on, look at their posts, see the people that they're around and be

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like, oh, that person works for them.

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This actually helped me out when it was Patrick bet.

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David, I was following his right-hand man, Mario Aguilar.

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Who's amazing.

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Amazing, amazing dude.

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And he kind of helped me get over the hump and finally break through.

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And the next thing I know, I'm in Boca Raton interviewing

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him because I went around.

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I Patrick bet, David doesn't check his stuff.

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Probably that much, he posts a ton, but he doesn't check his stuff that much.

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He's really active on Instagram stories.

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But I went around and it wasn't to circumvent him.

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It was just because I knew after a certain amount of time

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that the chances were very low.

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Okay.

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So go around, look at who the people working around them are.

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And simply ask this, you are not asking this person to help you.

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You are saying, can you point me in the direction of the best point

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of contact to schedule an interview or to, to see if so-and-so would be

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interested in being on the podcast?

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Okay.

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You have to make this as seamless as possible.

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So the last thing I'll mention is you should probably have dates

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and times available or a Calendly link that is predictable and

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easy for these people to follow.

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And in that Calendly link and the event description, you should

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have everything they need to know.

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Quick summary about your politics.

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Whether you want them to wear earbuds or not earbuds, you know,

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camera quality, whatever it may be.

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And I should probably share that, uh, Sean, if you remind me, I'll put it

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in the show notes, I'll put in what I have on mine and we'll go from there.

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But any specific instructions that they need, you want to make

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it super, super easy, but anyway, but you have to be patiently

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persistent, and this is the way it is.

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So when that time arrives, when this person actually does give you the

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time of day, Um, then you will be kind of ready and it will be seamless.

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Okay.

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You don't want them to have any effort put forth in order to be on

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your podcast except to show up and share their expertise with you.

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The last thing I will say is there's people that I haven't

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had on that I've been working on and I thought it was solid.

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They were going to be on two years ago.

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Um, and that's just not the case.

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And now I've even built a bigger following.

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My downloads are through the roof.

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I'm getting ranked consistently and it's still different.

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But I, I don't look at it as like, fuck them.

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You know what I'm over them.

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Like, okay.

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I think that's even an even better story when I get to sit down with

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them and be like, dude, this is two and a half years in the making.

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And I bet you didn't even know it.

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And they'll appreciate that kind of persistence.

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And they'll be flattered by the fact that you were able to withstand all of these

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kinds of little micro rejections over time in order to get what you wanted,

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which is that interview with them.

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Because you felt it was going to help your audience.

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The last part I wanted to say that I know a lot of you are thinking is,

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okay, what if I don't have a following?

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Or what if I don't have the downloads?

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I didn't either.

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I did not either.

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And I use those methods to get the guests, to get the following.

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And then ultimately got to a point where I saw enough where I knew I could

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invest in some advertising and that just really put everything through the roof.

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And that changed everything for good.

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So my goal is to be a top five podcasts or sometime in the next five

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years, who's making millions off of ad revenue with a ridiculous studio

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where I am a name that people are like, you haven't been on his podcast yet.

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Dude, you got to get on that podcast.

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That is my goal.

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Okay.

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But I didn't know that a couple years ago when I was just kind of flirting

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with the idea of podcasting and now I see God, I mean, the benefits

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are ridiculous, but you will have to get industry experts or guests.

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They don't have to be influencers.

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They don't have to be famous.

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They don't have to be celebrities, but those are tactics that you can use

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in order to help you land the people who are going to help your audience

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the most, not help you I'll make you flatter, not make you happy, but who

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will help your audience the most.

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Use those tactics one through four, and I'm sure you'll see some results.

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If you have any questions, you can always DM me on Instagram at rich

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Cardona underscore or on LinkedIn.

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If you ever want to look into our podcast production services, where

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we do everything for you a to Z.

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We got you info@richcardonamedia.com.

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And we could go from there.

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Thank you so much for your support.

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Thank you for helping us stay in the top a hundred, uh, being ranked consistently.

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And if you have not taken the time to review yet, please leave us a five star

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review or a, your best written review.

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If you feel this is something that has been valuable for you.

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And more importantly, if there's an entrepreneur that needs to

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hear this, share it, share it with them, let them know that's really

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how this thing grows the best.

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So thank you for all your time.