When exploring all the ways to promote your book, you might want to consider podcasting. Podcasts are a popular format because the listener can choose a specific topic or a host they like. In contrast to video, audio podcasts enable you to listen while doing other tasks, anywhere, and at any time that’s convenient. They are available through the podcast library on any smartphone or you can find episodes on the web page of the show. As podcast coach and former BBC Radio journalist Serena Gay says, "There is something immensely personal about listening to someone talk apparently just to you alone. And that is exactly how podcast fans feel about their favourite shows - that they are included in a conversation, not just as eavesdroppers but as participants."
Overcoming fear to appear on podcasts
If you’ve never been on the radio, it might feel daunting to step into the world of recording your voice. Many people don’t like the way they sound. Our marketing consultant, Debra, advocates having a few singing lessons if you’re not keen on hearing yourself speak, because once you learn to play with the sounds you can make, it helps you relax into speaking more naturally and with musicality. In one of her blogs, Serena shares her seven tips for sounding good on your own podcast here.
Why launch a podcast?
There are many reasons to launch a podcast. If you’re wondering whether it’s worth the effort to start a new show, think about what your goals are and who your ideal audience is. Small businesses and coaches launch podcasts to share their expertise; they can interview other business owners, feature their clients and give away free content via their podcast shows. Hosting a podcast also gives you credibility as a speaker, so if you’re looking to give more professional talks, they’re the perfect place to practice and perfect the craft of public speaking. And because podcast shows are easy to search, new listeners can find the show at any time; it’s an additional way of reaching new audiences.
TV shows and presenters launch podcasts for entertainment and to feature their famous connections; and journalists tend to create an environment for a good debate. Some authors do launch their own podcasts, sharing their knowledge, holding interviews with other authors or sharing chapters from their books. If you’ve created a fictional world or charismatic characters, you can develop show content that takes your readers further into that world, giving them insider information and back stories beyond the books. The greater the entertainment value, the more likely your listeners are to share it with friends.
How to get an interview on a podcast
Once a podcast is launched, the producer has plenty of work planning future episodes, which means they’re often looking for guests to interview. For authors, podcasting offers exciting opportunities to increase discoverability and engage with readers in fresh, new ways. To put yourself forward as a guest, you can either write an email pitch or you can start engaging with event organisers and podcast producers in Facebook groups or on social media. To make yours a strong pitch, you need to give plenty of thought to what you say:
- Why will you be a credible guest for this show? - what value are you offering?
- Who is your topic aimed at and how well does that fit with their usual audience?
- Which keywords will relate to your episode of the show? - is it a popular topic?
- How will you help the hosts drive traffic to this episode of the show?
- What benefits could come from having you as a guest? - would you give away a few copies of your book to some lucky listeners?
Which podcast shows will you choose?
Do your research before contacting the producer of a podcast. What other episodes have they broadcast, which topics have been covered, how often do they release new episodes and who are their other guests? As mentioned above, you’ll need to convince them that you’re a good fit for their audience, however, you also need to feel like it’ll be a useful investment of your time.
There are so many shows to choose from and you’ll find ones relevant for your book on the Apple podcast store or on the BBC catalogue. Otherwise, a simple Google search can reveal lists of popular podcasts according to the genre of your book. For example, Penguin released their top literary podcasts for book lovers on their blog here.
To explore which podcasts might work for you and more ways to promote your book, do book in for a Book Marketing Consultation with Debra (SilverWood authors only).
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