Launching a company podcast can be a fantastic way to amplify your brand’s voice, but a podcast is only as strong as its guest lineup. Securing engaging, high-profile guests can elevate your show’s credibility and help you tap into new audiences. But how do you attract the right people to join your podcast, especially when they may have countless other offers?
Here are five proven strategies to help you secure top-notch guests for your company podcast.
1. Start with "WIFM" - What's In It For Me?
Me and my podcast host secured some of the best industry specialists and before we reached out we to potential guests, we considered the WIFM factor—"What's In It For Me?" This should be at the heart of your pitch. Think about what value you can offer the guest, whether it’s access to your audience, a platform to promote their work, or the opportunity to be associated with your brand.
For high-profile guests, such as industry experts or influencers, it’s essential to showcase how appearing on your podcast can benefit them. Will they reach new followers? Will your show provide them with an opportunity to share their message in a unique way? The more clear and compelling your value proposition, the more likely they’ll want to say yes.
Pro Tip: Make sure you highlight the reach and influence of your podcast. If your podcast has had success in the past or has hosted notable guests, mention that early on!
2. Leverage Your Network
The first place to look for guests is your existing network. You’d be surprised at how many potential guests are just a few degrees of separation away. Start by tapping into contacts from LinkedIn, past business collaborations, or mutual acquaintances. Not only are these people more likely to say yes, but they also might recommend other high-quality guests to you.
Once you’ve built up some episodes with familiar faces, you can use those early shows as proof of concept when pitching bigger names.
3. Send a Simple, Effective Outreach Email
When we were booking guests for our podcast, we sent a clear, concise message that explained our mission and what we could offer. Here’s an example template you can adapt for your outreach:
Subject: Exciting Opportunity to Be Featured on Our Company Podcast
Hi [Guest Name],
My name is [Your Name], and I’m the host of [Your Podcast Name], a podcast dedicated to [brief podcast mission statement]. We’ve had the pleasure of hosting guests such as [mention notable guests if applicable].
I wanted to reach out because I think you’d be an incredible guest for our audience. We admire your work in [mention their field or achievement], and we’d love to have you on the show to discuss [specific topic that ties to your guest’s expertise].
Our audience of [audience demographic or size] would greatly benefit from your insights, and we’d love to help share your message.
Would you be available for a 30-45 minute interview in the coming weeks? I’m happy to work around your schedule.
Looking forward to your thoughts!
Best regards,
[Your Name]
[Your Company/Podcast Name]
By personalizing this email template, you make your outreach feel genuine and aligned with the guest’s interests. Keep the tone friendly and respectful—people are more likely to respond to thoughtful, concise invitations.
4. Invite Industry Experts for Thought Leadership
Nothing boosts your podcast’s credibility like bringing in industry experts. Whether it's tech innovators, business leaders, or researchers, thought leaders have the expertise and audience pull that can transform your podcast from a niche show into a must-listen for your sector.
Explain how appearing on your podcast will boost their thought leadership profile. Make it clear that they’ll be sharing their insights with an audience that is hungry for their knowledge, which can amplify their brand or personal visibility.
5. Highlight Your Show’s Unique Angle
In a crowded podcasting space, it’s important to stand out. When reaching out to guests, emphasize what makes your podcast different from the rest. For example, our podcast has hosted everyone from adventurers like the blind solo global traveler, to scientific geniuses exploring the origins of the universe. We sold our podcast as a platform that highlights unique, under-the-radar voices, giving our guests a chance to shine in a way they might not elsewhere.
By offering something new or unusual, you can attract guests who are excited about being part of something different and special.
Conclusion: Keep Your Guest in Mind
At the end of the day, your outreach for guests should be guest-centric. Be clear about what’s in it for them and how their appearance benefits both your brand and theirs. By approaching potential guests with a thoughtful, professional, and personalized invitation, you’ll increase your chances of landing top-tier personalities who will help your company podcast shine.
So start building those relationships, leverage your network, and send those personalized invites you’ll be amazed at who says “yes!”
