IC027: Live from FinCon – Getting Booked on Podcasts as a Guest Expert

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Today’s episode is our live panel from FinCon in Dallas. Jessica interviews our clients Jordan Goodman, Damion Lupo, Hilary Hendershott and Julie Broad.

  1. Why did you decide to start getting interviewed on podcasts?
  • Jordan had been in traditional media for years, and recognized podcasts as the future of media. Interviews have exposed him to lots of new people.
  • Damion feels podcasts help him stand out and connect with different audiences.
  • Julie Broad had done traditional media, but needed something she could do from home when she was pregnant.
  • Hilary also felt podcasting was much more convenient exposure than traditional media, especially when she had a baby. Podcasting has also made her a happier, more fulfilled person.
  1. How are podcasts different from traditional media?
  • Much more freeform and conversational.
  • Podcasters should brush up on traditional media skills.
  • Jordan thinks podcasters are a little less organized than traditional media people.
  • Podcasting is more long form.
  • Podcasts live forever, whereas a local news clip disappears after a day.
  • Julie feels that TV appearances are less effective for books sales than podcasts.
  1. How many interviews should you do per month?
  • Damion was our first client to ask for 40 interviews per month!
  • Damion finds many interviews helpful because people run into him everywhere, and pay attention to him. He feels that more is better when it comes to podcast interviews.
  • Jordan disagrees with Damion, and would rather have fewer high quality interviews. He believes it’s possible to be over exposed.
  • Hilary limits her time for podcasting because she needs to devote most of her time to her business.
  • Julie finds that she needs to do no more than 6 interviews per month so she has enough time to prep for each interview.
  • Damion likes to show up for interviews without prepping, which saves time and he feels makes the interactions more authentic.
  1. What are the keys to a media-worthy pitch?
  • Jordan has lots of one sheets so they are customized to different shows.
  • Jordan also feels it’s important to stay current with your topics.
  • Hilary scans pitches for words that are relevant to her.
  1. How do you monetize your podcast appearances?
  • Damion has learned to give one simple call to action to create leads.
  1. Have you ever been on a podcast and realized you and the host disagree on your philosophy? What role does this conflict play?
  • Hilary feels that as a woman, conflict is less acceptable and she also doesn’t like to argue. She is more likely to change the subject to something they do agree on.
  • Damion does a disruptive, alternative form of investing, and sometimes hosts don’t appreciate that.
  • Jordan is never trying to prove anyone wrong, so he gets along with all his hosts and guests.
  • Hilary is liable for anything said on her show, so she curates her guests and topics very carefully. Controversy has no place on a show like that.
  1. How long does it take to see results from being a guest on podcasts?
  • It may take months for interviews to air.
  • If you are promoting a launch, book your shows far in advance.
  • You want to be out there a lot, because you will not convert people on the first touch.
  • Podcasts stay online forever, so you will see results sometimes months or years after an interview!
  • You have to commit to this strategy long term to build momentum.
  • You have to be smart about your call to action. Hilary talks about her show during the interview and uses her own podcast as her call to action, knowing that someone listening to a podcast is likely to download another podcast (more than to exit their podcast app to go to a website). Her podcast is how she builds trust with and nurtures leads.
  • People don’t want to talk to you until you have touched them 12 times. This lends itself really well to podcast interviews.
  1. What call to action translates the best?
  • Julie says it depends on the audience, but it’s important to send them to a single landing page with an offer she has seeded many times.
  • Calls to action should be simple and direct.
  • Damion agrees that Hilary’s podcast strategy is great. If you don’t have a podcast, a simple landing page is the next best thing.
  • A confused mind won’t take action. KEEP IT SIMPLE!
  • Jordan knows you have to overcome inertia and apathy. He uses an urgency and a promise of transformation in his call to action.
  • Keeping your call to action in mobile is SO important. Most podcast listeners are in an app.
  1. How do you get a host to ask you back for another interview?
  • Ask the host how you can support them (give first).
  • Have a great interview!
  • Send a thank you note or gift (the more personal the better).
  • Divide up your content into separate interviews.
  1. How do you promote your interviews after they go live?
  • Hilary uses MeetEdgar to promote.
  • Jordan sends the link to his email list and promotes all interviews on his own website.
  • Damion goes on Facebook and does a video about upcoming interviews to create engagement and gratitude before the interview even starts.
  1. Which of your interview topics are hosts most into?
  • For Jordan, it is earning high yields from your money safely, specifically through secured real estate funds. The other is mortgage optimization. Jordan loves to help people get out of debt.
  • Damion most often talks about how people can invest their retirement in alternative investments and his martial art Yokido. Because Yokido is his passion, it really attracts genuine interest.
  • People love to ask Julie about self publishing scams and her background in real estate.
  • Hilary can speak in plain language about the history of returns and the feminism of finance.
  • Damion finds hosts are interested when he opens up honestly about mistakes he has made.
  • Hilary also finds that hosts are interested in her personal financial mistakes and struggles.
  1. Why do people pitch your show if you don’t have guests? Is it harder to pitch in today’s world?
  • Because they aren’t well trained.
  • Make sure you hire a booking agency who knows what they’re doing.
  • It is harder to pitch now that the market is more saturated, but we have no problem meeting the challenge.
  1.  How big are the audiences you want to be in front of?
  • Hilary says you can tell from social media how big their audience and web presence is.
  • Damion just goes on any show we book him on, and has found that small shows he hadn’t heard of yielded some of his best results. You don’t really know which shows will pay off.
  • The most important thing is that the content is relevant to you. It’s not the size of the audience but their relevance to you.
  1. How can you start getting interviewed if you can’t afford an agency?
  • Hilary sent pitches for herself that were customized to each show.
  1. Is it better to have big guests or to be a guest on big shows?
  • People don’t listen to your show for your guests, they listen for you.
  1. Have you ever asked a host not to release an interview?
  • Hilary has asked hosts to edit out something she said.
  • Julie suggests that you just don’t promote an interview that you don’t think was good.
  1. What’s the best length for a show?
  • Hilary’s audience likes episodes that are closer to 50 minutes.
  • If you have a great conversation, people will keep listening.
  • Jordan’s show is always an hour.


Resources Mentioned:

Meet Edgar

Jordan Goodman

Julie Broad

Damion Lupo

Hilary Hendershott

Profit Boss Radio itunes

The Money Answers Show


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