Today’s episode of the podcast is an interview with the lovely Victoria Bennion who is the owner of a podcast booking agency where she works with top entrepreneurs, coaches and authors to build their brands and grow their businesses through podcast interviews. We talk all about why you should consider being a guest on a podcast, how to pitch yourself and what to do when you are a podcast guest.
KEY TAKEAWAYS COVERED IN THE PODCAST
- Being a podcast guest is a great way to gain authority and get in front of other people’s audiences.
- You need to be able to give as much as you receive as a podcast guest – then it’s a win-win for you and the podcaster.
- By being a podcast guest, you can really speak to your ideal customers and you are in their ear for 30-60 minutes which will help to grow the know, like and trust factors.
- Before pitching – Research the podcast and make sure their target audience would be a good match for your business.
- Listen to the podcast host’s style – can you have a conversation with them?
- Don’t copy and paste your pitch! Personalise it and make yours stand out!
- Do a review and screenshot the podcast – talk about something you have listened to and what you could add.
- Demonstrate why it is a win for the host to have you on their podcast.
- Be honest – if you have only just found the show, say that!
- It’s about learning, not selling.
- Having a podcast guesting strategy gives you so much content you can then repurpose on your social media platforms.
- If you do a few interviews – you will show up better on Google as this will increase your authority due to the backlinks.
- You can continue to get leads in months after the podcast has been recorded.
- Go on to podcasts to add value – teach and share. At the end of the interview you want to send them somewhere they can learn more about you (CTA).
- You could put together a landing page with relevant links for your funnel – what do you want to do with the potential clients/customers that come from the podcasts?
- Think about the things you can talk about confidently as potential topics – come up with 3-5 topics and practice them!
- Review your website and social media – hosts will check it!
- Your message doesn’t have to be perfect when you first start – be consistent and give it a go.
- You may not get an ROI immediately.
THE ONE THING YOU NEED TO REMEMBER ABOVE ALL ELSE…
The only way to gain confidence is to keep doing it!
HIGHLIGHTS YOU SIMPLY CAN’T MISS
- An introduction to Victoria – 04:43
- Finding a podcast match – 09:18
- Why you should consider being a podcast guest – 11:58
- How to pitch to be a podcast guest – 14:52
- How to be a good podcast guest – 28:48
- How to get over the fear – 40:35
- Why use a podcast agency? – 43:45
CHECK VICTORIA OUT:
Transcript Below
Hello and welcome to this week's episode of the podcast. How are you doing? So this week we're talking podcast on the podcast. Um, how many times do you think I'll say podcast today. But before then, I just want to say something that's really funny. I just had to stop because I got stuck as to what I was going to say next.
And I went back and I just quick re-listened and it made me think of something. Ever since I got captions on Instagram, I never realized how many times I say, uh, or, um. Have you like, have you done it, put the captions on, talk on camera, put the captions and then read what it says. I always sit there thinking I did not say that.
I didn't say, uh, and um that many times. No, I did. I've just never noticed before. Anyway and I know I say ‘So' a lot on the podcast. It's like my lead into the next thing. And I'm trying to not say it. Now I've said that I've said it. Oh, it's going to be so hard. Let's crack on with today. Today I've got an interview with the very lovely Victoria Bennion.
She is a podcast booking agency where she works with top entrepreneurs, coaches, authors to build their brands and grow their businesses through leveraging podcast interviews. Victoria is a trained journalist is a qualified marketer, experienced social media manager, and she helps authors and businesses reach their goal through effective marketing solutions. She and her team have booked hundreds of podcast interviews, helping clients establish their authority, building their platforms and share their message with the world. She lives in a Dorset in England with her husband, two children, two rabbits, a cat and her parents. Boy, that sounds like a busy house. And in her spare time, she writes for children as a member of the Golden Egg Academy.
I don't know what that is. I'm going to Google that as soon as I finish this. Today, we chat about why you should consider being a guest on a podcast. And I really do want you to listen to this. Even if you're sat there thinking I haven't got a podcast, I don't want to be a guest. The authority that you can get by coming on a podcast and being interviewed.
And one of the things we talk about is like, When you think about other ways of putting yourself in front of other people's audiences, one, podcast could tend to be very niche. Now mine isn't very niche. I know that. I think I niche where my audience are concerned. Certain people, I attract certain people, certain types of business owners.
So I think that's my only niche really on that front. But you can get some really specific niches on podcasts. And the difference really between a podcast and something else. It's the length of time that you get exposure for. So if you're coming to do a, I dunno, a takeover or a TV, something, or a blog, whatever, it's not very often that you'll find something as long as a podcast talking for that length of time and getting that much tension.
I know some of my members, we often talk about getting in front of other people's audiences and they get really nervous with the thought of going on a podcast. It's just like anything else, just getting used to it. That's it. The first couple of times, you'll probably be nervous. You might stumble over your words.
You might. Um, I say, I said um there as well. You might. Think it's terrible, but you're not going to get any better until you do it and do it and do it and do it. So I would really urge you to take listen. She gives some really good advice about how to pitch, what to do. I talk about lots of experiences in terms of how the pictures I get and I really don't like, and that sort of thing.
So I think there should be a really, really good one. I will leave you to it. Here is the lovely Victoria.
Okay. I am really pleased to welcome to the podcast today Victoria Bennion. Victoria, how are you doing?
Victoria: I'm well, thank you.
Teresa: Good stuff. We were just talking about the fact that we're both in the UK, which now feels very unusual interviewing UK people, uh, after doing so many American colleagues.
So Victoria, we always start off at the same question. I'm sure my audience are very bored of it by now, but we're going to go with it anyway. Tell everybody who you are, what you do and how you got to do what you do today.
An introduction to Victoria
Victoria: Okay. So my name is Victoria Bennion and um five book business owners, author and coaches as guests on podcasts to increase their visibility.
Uh, so I began my career in journalism actually. Um, I studied at the London College of Printing, and then I went into journalism for about a year before moving into communications and marketing. I worked that the arts university in Bournemouth and I headed up their project, Southwest lifelong learning network before moving to a university of the arts London, where I worked for their student services department in the marketing.
And then I became pregnant with my daughter and we were living right in central London. It's opposite the Barbican.
Teresa: Right.
Victoria: And I was really sick, really, really sick. And I hadn't moved doctors. So I came home and I think I was about eight months, eight weeks pregnant at that point, really sick. Managed to get home and I didn't go back.
That was kind of that. And I had one freelance marketing client at the time and always went for the museum, like beaten archives out. So doing the newsletters on the side. So I thought maybe I can just build this up, you know, keep this going. Um, and that would fit around my daughter. So that was, that was what I did.
And I started taking on small business clients on the whole, and some of it. I'm also interested in writing. So I was kind of what writing as a hobby and then doing some marketing work for authors. And then I found that I was sort of full wall to wall with work and it wasn't kind of the balance that I thought it was going to be.
Um, so I decided to kind of reevaluate and at that time I was doing a course, um, uh, Tim Grahl course, you need a big marketer.
Teresa: Yeah.
Victoria: And, um, kind of updating on what the latest. Later thoughts. Well, um, but co-marketing for a couple of our author clients and he mentioned them podcasting. Using podcast, guesting as possibly excellent strategy.
So I had one client, she was a nonfiction author, and I said, how about we try this alongside your social media? Her book was coming out in a few months. Let's try and get you on some podcasts. So we did that and it works out really well for her. She, she had a good call to action, which was letting people book a free consultation with her.
And she found that it, as well as selling books, she was sort of picking up her rotor of clients really well. So we realized that it was actually quite a powerful strategy. And I took on another client, which he works in consulting, basically leadership. And again, we booked him podcasts, um, over a course of about 12 months and it led to so many more opportunities for him than just promoting his book.
But, you know, I went to find out, reach out a Leadership Podcast and they say, “Oh, okay. He looks great. Would he be interested in doing webinars for us? Can you do some touching do some consulting?” And then he got more speaking opportunities. So it seemed to be a really powerful strategy. And, um, I enjoyed doing it too.
The actual contact with people. I think I'd fallen out of love with social media a little bit. So, um, I decided to kind of go in on that and focus on podcasting.
Teresa: Cool. That's ACE. So have you ever had a podcast yourself?
Victoria: Yeah, I'd like to start one so.
Teresa: So you're toying with the idea.
Victoria: I'm toying with the idea? Yes. Yes.
Teresa: I love it. I love it. So tell me about then, because obviously one of the things I get as a podcaster is lots of requests from podcasts agencies. And one of my, do you know what, in one way, it's nice because it means that I can really handpick the people I want to reach out to. And therefore I'm not having to find guests regularly, which is quite nice. But the other thing is I get the most inappropriate suggestions for guests that they have never looked at my podcast or listened to one episode or seen who might be my audience. So how do you make sure that you're matching the right podcast to the right interview?
Because it's not just about, this is a two-way thing, isn't it? You know. We've built up these thing podcasts, these audience, things, so it's like, it's got to work. How do you make sure that match.
Victoria: Yeah, it's really got to be win-win and I think you've got to go in with, with that view, not just, you know, my client wants to be on your podcast or what are he bringing?
So firstly, when we take on a client, we really try to understand who their target audiences before we even start looking at podcast. Then we would start researching podcasts. So if it's an author client, often I'll ask them, which are the books sit on the same shelf as yours. And then we'll take a look at those.
Or if there's maybe what kind of podcasts, if they've been on or just who you're trying to reach before we start doing the research. And then when we come across the podcast, we just interviewed them. And we look at the kind of the topic that have been done. This, what the client can talk about of this been covered before, was there a gap?
It doesn't mean they could add to the conversation that you've already had. That kind of thing before we even put together the pitch.
Teresa: Yeah. Yeah. I think that's so important because I often get as well, I'm such a fan of your podcast, but I think, ahh absolute rubbish, if you're a fan of my podcast you'd know that I don't have sleazy sales, you know, mine who tell us how to earn you know, six figures in six minutes and yet, but so you're pitching me, which I just find completely frustrating. But then interestingly, there is one podcast agency that's send me a lot of people and they have now got me bang on like, that is a total win-win for me and them. Cause I know when they come to me, they're bringing me the right people. But also they know this person's going to be perfect. And what's really nice when I deal with them is often it's a, normally one of my team do the kind of, you know, logistical side of it. But afterwards they will email my team member and say, “You know, how did Teresa find the interview?” I always feedback and they always give me feedback.
And it's normally very nice feedback about the interview as well, in terms of, you know, I had one just the other day and she was like, she's going to talk to you all day. It was ACE, you know, so that was really nice as well.
Victoria: That's great.
Teresa: So let's go back a bit in terms of, um, I was just interested in your side on that.
Cause like I said, it's a real frustration of mine and my temptation to go back with something a bit, arsy is so strong, but I don't, I just bought it to my team and go “That's a no.” Let's talk about, because we have talked about podcasts there a fair bit on this podcast. And I know that we have some audience that have podcasts and some that totally could be guests.
Like they are really niche, they're really good at what they do, and they totally should be putting themselves forward as a guest. So why should they even consider that strategy over maybe some others.
Why you should consider being a podcast guest
Victoria: Okay, well, with podcasts you have the niche audience that you can really speak to the people who are your ideal customers.
And then people have you in there ear for 30 minutes to an hour really get to learn about you and your business, the person behind the brand. And it really helps grow then know like, and trust factor that you don't always get in the same way with other mediums. If you think of traditional media, if you're lucky and you get an interview, it might be cut to sort of three minutes.
So you've not got the chance to kind of build the relationship. Whereas podcasts will give you that additional that.
Teresa: Yeah.
Victoria: We also, that, um, as you were saying, really, when you bring on a guest. The fact that you have a relationship with your audience, you've taken the time to build your podcast, to nurture the audience.
You're the common thread every time they tune in. So when you bring on a guest, you're giving them a bit of credibility. Really. You're saying this person's okay with me. It's not as lazy sales person.
Teresa: Yeah.
Victoria: Which was so helps the guest really with connecting with your audience.
Teresa: You're absolutely right because I am really, I take it really seriously.
And sometimes there are interviews that I've been asked to do, or people have asked to come on and I'm like, you're just not a good fit with me. Or I will watch a lot of stuff. I will look at other interviews and I will listen to them being interviewed when they asked a picture or they pitched me and I'll always ask to have an example of other interviews they've been on and I will listen to them and think even if I don't think our personalities will gel, I'm very laid back.
I'm very relaxed. I like a laugh. I, you know, we're uh, when people talk about my podcast, they talk about as if they're just listening in on a conversation. And if I don't feel I can do that, then obviously that's a problem for me. Because, the other thing as well, that I find that some guests coming on is that you, that interview may not be as strong as it normally is.
And what if people are dropping in on that first interview? What if that's the first time they've listened to us? You know? And then they think that's the standard. So for me, that match is really, really important. Tell me about like, okay, so let's say, I've decided I want to give this a go. Now, obviously, you're an agency and I don't yet use an agency to go out for me because I also pitched my podcast obviously, because I speak, I grow my brand. I am a podcaster. I get, you know, I like talking. So I currently do it very slowly and a bit inefficiently through my team. And not that my team are inefficient by the way they are excellent. It's me that's inefficient. So what's your strategy. If you just sat here thinking, do you know what I'm going to try and get in the podcast? How would I even start to go about it?
How to pitch to be a podcast guest
Victoria: What, do you know? You had a really great guest on, didn't you? Jeremy Emms, I listened to and I loved his strategy. He had a landing page. It didn't hit that. He puts together a video about himself and why he'd be a really good guest. And so he stood out.
Teresa: Totally stood out. And like I said, it was podcasting. I didn't, you know, I wasn't going to have more podcasting interviews, but one, his personality was just so in line with me. Two, the effort he'd gone to, and the fact that he wrote a review on my podcast and screenshot that like all these little elements for all the people that ask.
And normally I would say. Oh, we probably get a request a day, if not more than that, like, you know, so we're going through like 30 odd interview potentials of a month when I only interview really two people a month because I do every other. So I don't even interview on every episode. So for me, he really stood out.
And that was so good. And actually, the only thing he really personalized to me was the email, which I'm sure came from a template, and the fact that he gave me a review. So yeah, those are great strategies, but go on, sorry.
Victoria: Like good ways to stand out. I want that. I think I'm at, so he, if you need to be clear that what's in it for the host.
So, I mean, I would first start with researching the podcast. If you're going to do it yourself, have a look, have a look at podcasts with the same audience that you're trying to connect with. You can do this by searching on iTunes. Um, you can list some notes. You can Google, you know, if it's leadership podcast, or if it's new business startups, you could Google the best startups and you find list.
Teresa: Yeah.
Victoria: And then from there you need to kind of dive down into them though looking at each one, look at the topics that they've covered. Um, and see what you would like to talk about what you would bring and if it would fit. Listen to the host style. Is it a match with yours? Um, you've probably everyone has their own criteria.
You know, we have clients who they no swearing, but that kind of thing. So you'll have that other criteria and would I like to do it in, can I have a conversation with them? And then don't just dash off a template that you hand out to all the podcast hosts is the same, you know, “I love your show. I could be able to be a great guest because,” and then leave it there because like you said, you get a pitch a day.
I was speaking to, uh, Cal Fussman, um, of big questions and he said he gets 50 a day now. And you know, so it gets really hard to stand out. Doesn't it. I think what we do is we would say, Do a review. You know, if you've listened to the show, you think it's a great fit. Do a review and screenshot that click five stars.
Talk about the show, talk about something you've listened to and then why you think you'd be a good fit. You know, what they talked about that you could build on or where you think there's a gap in the shows that you could fill. So I think you need to demonstrate, like why it's a win for the host, because as we said, you know, it's an audience you've taken a lot of time to build a lot of money to build the editing that goes into it.
Um, so, yeah, and to be honest, if you've only just discovered the show, say “I've only just discovered the show, I love it, I listened to it.”
Teresa: Which again is what Jeremy said. And I said that on the podcast. The fact that he was honest and said, I've just discovered your show but I listened to such and such of episode and I really liked it. Rather than just outright making up some rubbish, like I've been a long term listener. So, much appreciate the honesty, rather than just trying to flatter my ego.
Victoria: Totally. And then it clear that you know, who the audience of the podcast is, you know, demonstrate really that you've listened. I know your audience of business owners, you know, would they be interested in learning about, and then put some bullet points with what you could talk about, um, what you could teach them.
You know, because it's about learning, not selling again with this strategy. So don't come in with thinking, I'm just going to sell my product. It's about adding value.
Teresa: Yeah.
Victoria: The benefits will sort of come down the line when you shared and been generous with your information. And so once we have that in the pitch, we would do as to say what, what our clients, what we would do for the host.
You know, we will spread the word about your show by our email, by our social media platforms, you know, and leave reviews, which we've, we've usually done first and that kind of thing, really just what, how it's going to be a win-win for both of you.
Teresa: Yeah. And I think, again, that's really important. So I've had humongous guess on, you know, I have Dean Graziosi and he's huge.
Like, and he reached out to me, which was absolutely gobsmacking. But the funny thing is right, as wonderful as a guest. And he was excellent. Like the interview was brilliant. I was very honored to be interviewing him. And then literally a matter of weeks later, I was doing an online event with Tony Robbins and he brings on his guest Dean Graziosi. And it's like, cause they're best mates.
So it's like, oh my God, that is insane. But I literally sat having this kind of conversation with them. And then, but yeah, but what's interesting is obviously someone at that level doesn't share. Okay. Because they're huge and they don't necessarily share on their stuff. So for me, one thing that is interesting, and one of the things that is on my application form, because if someone comes to me and I like what they've written, I asked them to fill in the application. Mainly because at that point I've normally made up my mind in terms of yes, they're coming on. But the application gives me and my team, everything we need.
So I think it gives me a bit more detail. So we only have to look in one place rather than like, Oh we haven't got their photo. Oh, we haven't got their bio. We haven't got there. So that's really important for me. Um, so yeah, and obviously one of the questions I ask on the application form is How are you at sharing this, you know, I won't share it.
I'll share it the week it comes out. I'm a content repurposing queen or whatever the terminology is. I wrote on it. You know, because we as me and my business, we do lots of sharing of other people's stuff. So if I'm interviewed anywhere, if I'm on speaking anywhere, if I'm on a podcast, then I make sure it goes into our big content machine gets chucked at a number of different times. So that's really important and can make a huge difference. I remember I had Jasmine Star on, who again is huge. And Jasmine shared it on her Instagram story before I did like, so it wasn't like I tagged her and she shared my post. She put the post on and that was amazing.
And Jasmine's episode to this day, I think I haven't checked for awhile, but certainly the last time I checked was the most downloaded episode out. That was amazing. Super powerful. So the sharing thing from my point of view, as a host is really important because my job as a host is to get more people to listen, more people to hug me and there is, and, and listen to me and, and get value from it.
So. So that's really cool. Okay.
Victoria: I think the other thing, sorry, before we meet done, um, another thing that's really valuable about strategy is, it gives you as a guest constant content that you can be post and share across your profiles. You know, you asked questions in different ways and you come up with different answers.
That's another benefit strategy isn't it?
Teresa: Really big benefit to the person coming on. Because you know what, if someone said to me, “Can I have a copy of the recording?” Or could I have, uh, you know, “Can you give me the audio file?” Absolutely. And we give them, we give them obviously the artwork that we produce, which normally videos with the wave and the subtitles and all that sort of thing.
So again, if they haven't been on a podcast or they haven't done many. That's great content because you know, your audience can hear your voice, which maybe they haven't done to this point. The other thing we're doing, so I did a series called Small Business Superstar because I was getting sick of being approached by what we like to term as bro-marketers, who are like, you know, I am, I'll tell your audience how turns seven figures in three minutes.
And it really gets on my nerves. So. And it came to act all that. And also I'd had some huge names on who had huge businesses, which were amazing and wonderful, but sometimes I just thought I love the motivation, inspiration, those conversations get, but I didn't like the fact that my audience couldn't maybe relate specifically or get an actual, “What do I do with this?”
Or “How do I get to that level type thing?” So, I started this whole season called Small Business Superstar Podcast, which is on a Thursday. So we've doubled up the work. And I interviewed, I, I asked the small business owners to apply who maybe didn't think they could be on a podcast. Maybe didn't think they could be on one of my size and ask them to tell me one thing that they did in their marketing.
Just one thing. Okay. So what kicked it off was one of my amazing members Toria in my membership. She, ah, COVID hit, lockdown happen. She has a shop, a physical shop. She decided to after she hit for a bit, because obviously she was a bit like, what on earth am I going to do? She then decides I'm going to go live.
So she went by and it wasn't slick and it wasn't, you know, really well-produced cameras and lights and all this sort of thing. It was just her on her phone and she sold stuff from it. Like she actually sold. So one thing, that's all she did. Got people to apply. They came on, did it. So what we've done because we've just ended season one.
We weren't sure if it was going to be seasons or not. We were playing that way yet. We just ended season one. And what we've done is we've put together by the time this episode comes out that a pack for them, it then, had it yet. We put together this kind of pack for them. So we've recreated a different image. I've created a batch saying I was on this podcast.
And then what we've done is we've given them an email of basically, right these are four or five different ways, you can use this to benefit you. So and credibility for you and show off this thing and that thing and whatever. And actually, as I'm thinking, I wonder whether giving them the audio would be, would it be a good thing to do, or giving them the zoom link as well. Just because then they could go and use that on their stuff. I'd need to check how I look on those videos.
If I'm looking awful, then not giving them out. So I love that the fact of, for you, it's giving you content and I have to say. As a, and I've complete taken over here. Sorry. I've like gotten soapbox. I'm just like, going all out, I have to say as well like, to, to have that content to then share out and to talk about. And when you do an interview, that's thing, I was going to say, actually, I lost my train of thought on for a second, which I do all the time.
The audience are very used to it. And when you do a podcast interview for me, anyway, and I think if you know your subject, which I know if you're listening, you know, your subject, you might not believe you know your subject, but you do know your subjects. It's easy. They book in an hour. I rock up. I obviously need to make sure I'm looking vaguely decent because of some possibly going to be on camera sometimes not.
They asked me questions and I don't prep. I don't think about the answers because I've done this for so long now. I know what I'm saying. Also I'm very happy being authentic. So if I forget what I'm saying, I'll say “I forgot, let me rethink that.” But yeah. And so for me, from a terms of content production, this is a really easy me being interviewed.
Is it very easy content production for me. So if I can then reuse that brilliant anyway.
Victoria: Yeah. Actually another thing. Um, and then the benefit that came to me when we were talking is also, if someone's going to do a few interviews, you're building up the back thing as well. So they're getting in the back things back to their website.
You say you're going to show up so much better in search. So you, you know, you've got the authority when someone Googles you. You've got the authority, or, you know, you come up on a whole page of Google. People can click on your interview and have a listen, and you could have recorded that interview eight months before, and you can still get leads coming in, you know, and it helps people to be pre-sold because they've had, they can listen to you for an hour, get to know you, before, if it's a sales call, you hop on that can help. And then you've got like, say the SEO benefits coming to you from all the posts, links that they share. There is just so many benefits, I think, the strategy.
Teresa: Huge. Huge. Okay. So let's say, for instance, I've got on someone's podcast. Okay.
Victoria: Yes.
Teresa: Now, one of the key things is. It's obviously, we're going to have a conversation. You'll have people asking the questions and I'll get those answers. And the hope is that, uh, it's going to come to something as in they'll come and discover me and find me and that sort of thing. What are those kind of call to actions that I should be focusing on and what should I not be doing?
Because, as a host, I actively discourage selling, you know. So I've had lots of systems and you know what I mean by the system, something like social media schedulers, or marketing platforms. Lots of businesses that are systems that want to come on and talk. It's a cool thing. They want to talk about their system. And sometimes I say yes, if I know the system or use it, and sometimes I don't.
How to be a good podcast guest
So, so how do we get on that, convince the audience to love us. And then what do we get them to do with that?
Victoria: Okay. Well, I would have, we always tell our clients have a few stories up your sleep is really in your sleep what you're talking about, but go on do add value, to teach and to share. And what you want is at the end of the interview, they want to learn more about you.
You know, so then you send them somewhere they can learn more about you, not lots of places as well. You need to keep it simple, not the reading. You know, you can follow me on Facebook and here and here, because that just get complicated for the less now. Cause sometimes were podcast portable, people might be out for a run when they hearing you.
And yes, they can look at the show notes, but just try to keep it straightforward. I mean, some of our clients would put together one landing page. Which has, you know, a video intro. And then with that link share, you can join our Facebook group. You can think about your funnel really, um, what you're going to do with your potential clients. And, uh, do you want them to find your letter in which case, you know, if you have a lead magnet that you can leave a link to at the end and then make sure that you're nurturing your list. If your strategy it's trying to grow your Facebook group, you could just send them directly there. So make sure that you've got systems in place there that you want to throw them. They're not just coming there and it's dead, but you know, since these really important, I think that the strategy is, this is the first step in your relationship. Um, you know, the old rule of seven people need to ask sort of seven touches with you to buy from you, maybe even more.
So your podcasts could be the first one and then they could get any of that from you or join your Facebook group and get more content and more value. And then what you hope is to turn them into customers from that. But you shouldn't really go onto that focus thinking, sell, sell, sell, and be really sales speak at that stuff.
Teresa: Yeah. Yeah. So I have had a few podcasts guests that have given me landing pages. They do tend to have been the more organized of guests I would say. For me, I don't have a current landing page. My kind of go-to is either go listen to my podcast or go follow me on Instagram because that's the part to see me most. Although I've gotten lots of different links. But maybe now I'm thinking that isn't strong enough and maybe doing something like pretty link of you know, teresaheathwareing.com/ whatever the podcast is or an abbreviation of the podcast might be an idea too. Because they, as much as that sounds like hard work to someone who might be listening, thinking, geez, that's, that's a lot of effort.
One, I, you know, you have to remember if you're starting day one, you don't need to do this. But two, when I create landing pages, we can just duplicate them. So they don't even necessarily have to be any different necessarily. Just the page name changes, you know, I guess as you, as you get more organized or whatever, then you might do videos and things like that.
But otherwise I think, you know, just a standard page that may be just the head that gets changed saying, “Thanks for listening to me on…” whatever. I guess the other real advantage of that is knowing how well that type of podcast did for you.
Victoria: Yes. Yep. You can see the leads coming through, it gives you a way to bracket as well. Doesn't it?
Teresa: Yeah, absolutely.
Victoria: Which is really good.
Teresa: So when I first started interviewing my very first interview was Pat Flynn. Like I didn't make it easy for myself. I'm like the king of podcasting at the time and YouTube content is absolutely like millions of downloads. I can't even think what it was is like 11 million or something. It's obscene.
So I, I did some research, about like what makes a good host because just cause I can talk, didn't, you know, it doesn't necessarily mean I can interview people because that's a very different skill. So I went on and happened to find a video from Pat Flynn, which is ironic given that it was him, I was interviewing.
And he talked about the fact of, you know, conversational style is best. Don't go “Question one. Question two.” Or, and I have, I've been on the receiving end of that when someone's gone “Question one.” And then I give them my answer to the go “Thank you. Question two.” And it's the most awkward, horrible thing ever. But anyway.
So I looked and obviously I find out, you know, how I should do this and what happened and then did my interview with Pat and it was great. And, and luckily for me, my very casual style has been exactly where I want it to be in terms of like how unformal it is. Um, but what if someone sat there thinking back, never been interviewed before?
Like what should I do when I get on it? Or, or what shouldn't I do to make a good or bad guest?
Victoria: Okay, so think you, well, when you supply marketing materials, when we work with our clients, we come up with suggested topics. So, before you even get there, think about things you can talk about that confidently, and there will be some as a business owner, you are an expert.
You live this day in day out. You do know it. You might think you don't but you do. So come up with sort of three to five topics that you could talk around, maybe for up to an hour. Come up with some sample questions and then practice them. You can, you can practice them with a friend. You can write the notes out. If it's audio, you know, you can have prompts around you.
You can. Uh, and remember that a podcast, either one to one conversation. So try to shut out the fact that it is going to be listened to play, uh, lots of people, but, you know, keep focused on the one-to-one. We find that that ear can help with the nerves as well. I think stories to illustrate your points of the way is quite good.
Teresa: Yeah really good. I think if you've got a good host, then they will not let you flamed out. Because I can't, because that's, that's my reputation on the line. So if I can see someone struggling or if I interviewed someone I'm laughing, cause it happens to me whose dog was in the background. Doesn't my dog. I never let my dog anywhere near me.
I have very excitable dog and he would just nightmare. But her dog was in the background sleeping, which is fine, you know, we were doing the interview and then obviously something woke the dog, he jumped off the chair and barked and she jumped like you couldn't believe. And blessed that she tried to mute her mic, which of course by that point it was too late.
So of course I just owned up to it and went, “Oh, do you know what my dog does that all the time, every time they bark, they scare me to death.” And I'm like, you know, but this is, you know, real life. I think what's helped with that scenario is going through the COVID, going through the fact that everybody works from home now. I think everybody's been a lot more sympathetic to the fact of, I record a podcast from home. I always have done, I have my stepson. He's literally in the other room. I have, my daughter whose, I don't know goes stays on her iPad or something. Outside as we speak is my dog Walker playing with my dog in the garden.
And next door is a childminder, whose children are out making a flipping rocket all day. I'm not a big tolerant with children. You know but, hopefully you can't hear all that on this episode. But you know, it's real life, isn't it. And that's where we are now. So, so I guess from my experience as a guest, I want you to uh, try as hard as you can to have a silent space, um, to have a good mic, but it doesn't mean it has to be the quality that I'm at.
It just has to be a mic that I can hear you well enough. Things like, you know, you've been really good at this things, like not moving too much. So I think I've moved about three times in this episode, which is more than I would normally do, but every time you move, you get all that noise that might have to stood out.
I have jewelry that I wear, so I'm, I have things under my arms, so I can't hit the desk cause I'm doing it. Um, you know, we have headphones in so that hopefully there's no feedback noise. And so there's all this that's going to practical bits as well, that can really help. I remember just quickly, one of the really funny episode where I interviewed, I'm not even gonna say who it is.
It's live episode, the people have listened, they might remember it. It was a live episode and he did it outside. Right. But at one point I think this is back. It was very close to the beginning of the interviews. At one point, my husband was at the telly he's like “Is there a Tyrell ductile?” because of that I pick up the noise of this thing was so loud. It was ridiculous. Yeah, it was, it was just too much. And then there is an episode out there that I've done outside because I was in a location. I was away traveling. So obviously I speak a lot or used to when we could travel and then was in the location that the inside was just too noisy.
I couldn't find a quiet space. So I tried to huddle up outside. And when it was being edited, they're like, “There's a lot of birds at the background.” and I said “I know.” I've just hit my mic there we go. Look, I told you I try not to move. That's why. So it's like, “Yeah I know. I tried to like hide at the sound…” but anyway, anyway, so those kind of practical things are really easy.
Victoria: Yes. The equipment. Yeah. That's something we always go figure that clients don't rely on your in-built in the computer might propane and things. Cause it's not usually good enough, but it doesn't need the break the bank, you know, there's the blue Yeti or the Audio-Technica quite good, you know, a hundred poundesh.
Teresa: Yeah. And if you're going to do it, properly as in, if this is going to be a strategy, then absolutely.
Victoria: It was that external webcam. The show song their record video is good, but also I think before you even approach host to have a look at your online presence, you know, review your website, does it, you know, is this a bit professional? Is it? Cause that's a host check out first. Don't you before they book you in. What's your social media presence? Like, is it professional? Is it current. And that, you know, make sure you've sharpened up with these things before you reach out.
Teresa: Yeah. And I had another one actually. Um, another story that I had someone reach out to me and what's then ask.
So I did my due diligence. I checked the site, check the social media, social media was like slightly inflated follower numbers based on engagement, but I just thought, okay, you know, let's see. The site was slick as anything. And then my stepson was in the room. I was looking my shoulder or talking spans I was looking at it and he's like, “What's this?” “She's applied to come on the podcast.”
And then we were looking at the speaker page and I think I just said this recently, it might've been batched with Jeremy Enns actually. And on the speaker page, my stepson said to me, “There's no pictures of her speaking.” And then I was like, “Oh, that's interesting.” The most Instagrammable pictures you've ever seen in you're on but none of it speaking.
So I dug a bit more and I took a bit more and basically there was no substance behind any of the things that were said to me. So that's exactly what you've just said. You know, I speak on lots of podcasts. Give me the list you've done in a podcast or have those podcasts on your website or, you know, prove to me that that's the case, because again, a bit like a customer going through a journey, you know, at that point, if I see anything that puts a shadow doubt in my mind, then I might go, I'm not sure about this, actually.
So therefore we'll probably just give that one a miss. So yeah. Yeah, the website thing's really good. Um, so what would your suggestion be like in terms of the fear thing. Because I know that this is something that people often stops them doing anything. So they want to get out there. They want to be seen, they want to be out interviewed, but they are terrified of doing that whole thing.
What's your suggestion to them?
Victoria: Just get started really try to prepare that as we talk about, just get your materials together. Um, you know, except that you're not going to be perfect. You don't just mess, doesn't have to be perfect when you start, just have an idea. And as you do your podcast, you will refine it and you will gain confidence.
The only way to gain confidence is by doing it. So just start. I mean happens if I have client who hasn't done any interviews, you know, we start with small, small podcast, small audiences, and then when you've done 10, you've got that under your belt. You're much more confident in you how it will work. How you know, how you can speak about your topic and then it just grows. I think be consistent though it decide that you're going to give this a go, you know, for a few months, maybe a year. Um, because there's a delay as well as, as we were talking about, you know, often for a batch and then they are released a few months down the line sometimes. So, you know, if you're, you know, you're not necessarily going to get an ROI immediately, but also, you know, just take your time.
If you could do it steadily one a week maybe a month and then your confidence will build.
Teresa: And I always say, you know, you treat it like a numbers game. So your task or your action is to set yourself a number of podcasts to ask to go on. What did they say? Yes or no, is not your concern. Let's not worry about that at this point, because if you set this off the task of, I want to be on 20 podcasts in the next month, then if you don't get on any podcasts, you're going to feel like you failed.
Victoria: Yeah.
Teresa: And actually you might not get on that podcast because like me, sometimes people come to me and I'm like, well, we've just talked loads about it. I can't have you on. Not because they don't think you're any good, just because it's not the right time. So it could be nothing to do with you as to why you've not been a guest on that podcast.
So, but if you set yourself the action of I'm going to apply for five a month, then tick the box as long as can get a yes. It's of course you are, you know, if you're not targeting it and you can really add value, then I'm sure people are going to say yes at some point.
Victoria: I think if you spend the time on the pitch and really making sure you're a good fit, it, it really does increase your chance of a yes.
They don't try to do too many things. Well, I'll apply for 10 and you do a really quick dash job. Apply for fewer and take your time and make sure they're good pitch. And they're a good fit.
Teresa: Yeah, absolutely. So one final question then. More out of my own nosiness than a, and the thing, which is normally the case.
If I could like pick someone's brain when I'm interviewing them, it's always helpful for me. It's helpful for my audience. Why would someone, so as I've already disclosed. I get agencies come to me some, I think right. Some I think you're absolutely terrible because you've not pitched this right. I don't choose an agency. As of yet.
I know lots of friends who are in the space that do and are very successful with it. Why should someone consider using an agency over approaching a podcast themselves?
Victoria: Volume is such a huge factor. I think if you're really busy and you've set an aim that, you know, you want to really want to grow your business and that's like your real priority, that's your more established and really in growth mode, that will be the time to contact an agency.
Why use a podcast agency
If you just don't have the time to do all this research to reach out to focus. If you want to have a professional representation, people have different takes on it. So we can just come post to like feeling with an agency, they sometimes feel that, you know, there meets the, uh, potential guests because they are so busy, you know. With someone dealing with it for them, there's that you can, but essentially I would say time, we do have some of the connections, but we also will research.
Of course we do know. Again, it's time. If you want to just show up. So you think, do you know, I've got 30 minutes to an hour a week I could do that, but I can't do the pitching. I can't be sending all the information and everything. I just want to show up. That's where it ages we can help.
Teresa: Okay. Cool. To give my audience a rough idea.
And obviously if you're listening to this and you're thinking well we don't have agencies that you can do it yourself, obviously it's going to take, but just as a comparison, just so you've got this in your head, what would someone look to pay for and how does it work? Is it based on like the number I'm in sitting and asking you to divulge your figures.
If you're uncomfortable, it's alright. You know, do they pay for having the booked for, do they pay for how many they have for? How does that work?
Victoria: How many that booked for, how many they're booked for? So yeah, when we take someone on, we need to be quite confident that we can book them. So we was have a conversation to make sure that they're at the point, the right point.
We have some very small packages where people can just book for six and get it over three months. And we have much larger packages for somebody who's perhaps done podcasting before we're done speaking at least, and you know, absolutely to promote. Yeah. So yeah, it's on guaranteed interviews.
Teresa: Okay. So that's good to know that it's a rough ballpark of like, what could someone expect to pay if they wanted to, you know, to bring on an agency.
Victoria: Yeah. Well, with our agents, either about 1200 would be asked, asking practice, and then it would go the way up to 10,000 for 12 months of the 50 podcast.
Teresa: Wow. And, but again, I think that's the way you've got to look at it. Especially if you sell, I actually got a client in my 90 day program, which is, will at the time they bought it was about 3000 from one podcast.
Right. I swear to goodness, I've never had it happen again. Mind you, but it happens. She contacted me, said I heard you on such and such a podcast, not mine. And I'd like to do the 90 day program with you. And she did. So, so, well then you might be sat there thinking, oh, that's a lot of money, especially in the early days.
And absolutely in the early days.
Victoria: Oh my God.
Teresa: Do yourself. You know?
Victoria: Absolutely.
Teresa: And I think from my point of view, as a host, I have no problem on either side. I don't favor one over the other. What I, what I look for more than anything is that you've understood who the podcast is and that you're a good fit.
So whether an agency does that brilliantly, which likes that there is one lady who seems to got me now. So when she suggests someone I'm pretty confident that yeah, yeah. I'm probably going to have them. Or if you're just someone that's outreach, like Jeremy outreach personally, um, you know, I've made a bit of an effort.
Gave me a good reason. You know, Dean Graziosi, his team member, his assistant sent me a DM. I mean, he is Dean Graziosi but you know, again, if I get, you know, stuff like that, I'm likely to then say, apply or send me some more details. But, but yeah, I don't mind either way really, but it's just good to know that if you, especially at that point scaling, then you've got to look at it as another marketing thing.
So you're gonna send 10,000 a year on that.
Victoria: Absolutely and if you've got a highest ticket offer, like you said, if you make one sale, what's that worth to your business? Is there a better T down the line? It's kind of an investment too, because they're up there. They're evergreen. Discoverable. So we also have the toolkit actually.
We do, uh, for, for people who are just getting started.
Teresa: Ow that's cool.
Victoria: Which includes yeah immediate kit template. So you can do your one sheet. Um, ever started to lift the podcast with contact details, sample pitch, and you get a consultation, so you can bring your strategy. Because you know, sometimes some of our clients, so if there's friction with us and they don't have a big budget, do you want us to do something that was you know, helpful to them today.
Teresa: Yeah. Really helpful. No, that's great. And we'll make sure we link up to that in the show notes.
Victoria: Thank you.
Teresa: Victoria, it's been so lovely to speak to you. Thank you so much that you're on and where would you like my audience to reach out to you?
Victoria: Okay, so just have one thing.
Teresa: Excellent.
Victoria: I have a free checklist actually, which includes the steps to take, to make sure your podcast interviews are a success. In which you can get out victoriabennion.com/checklist.
Teresa: Perfect. Perfect. Thank you so much for being on. It's been lovely to have you on.
Victoria: Thank you so much for having me Teresa. Really enjoy talking to you.
Teresa: There we go. That was the lovely Victoria. Oh, and by the way, in between recording that first section of recording this section, I went and Googled what the Golden Egg Academy is. And it's for people who write books for children just in case.
So have a lovely rest of your day. I'll be back next week with a solo episode, talking about seasons of life and how you manage at different seasons of life with your business. Hopefully that'd be good. Anyway, I will see you next week. Take care.
