How Business Owners Can Prepare for a Powerful Podcast InterviewEditorial Team
For any business owner looking to amplify their exposure, make connections to a larger audience, and create meaningful conversation, podcasts are a great avenue to do so. A relatively new idea for getting a company’s name out there, podcasts require someone’s attention for longer than a thirty-second commercial could ever do. Luckily, they’re usually cheaper than making a commercial, too. Plus, there are thousands upon thousands of podcasts available for download. There’s a podcast for every niche you could think of; surely, there is one fit for every business owner. Whether you’re a Star Wars fanatic looking for a deep analysis of every movie, or are wondering what the latest news is on Wall Street, there’s a podcast for you.
Podcasts are a great way to gain exposure for you or your brand. They can be super entertaining or educational for the audience. And thankfully, most of the time, they’re pre-recorded. So, before jumping on the mic for your next podcast interview, make sure to come prepared with these tips.
Don’t sell, be casual and conversational
A podcast interview is your chance to showcase your brand to an audience who might’ve never heard of you (or your brand) before, so don’t be pushy; no one likes a pushy salesman. Instead, casually tell your story in a comfortable and relatable way. You don’t want to seem like you’re selling to the audience, but instead, having a conversation with the host on what you’re all about and why their listeners should want to get to know you.
Take your time and elaborate
Unlike a traditional TV interview, podcasts aren’t as segmented from a timing standpoint, allowing you to elaborate more on some of your key messages. Depending on the podcast, episodes can be an hour or more in length, so don’t feel rushed to get everything out in five minutes. Use your time wisely to tell your story and create a personable connection with the audience.
Let your personality shine through
Podcast mediums are the perfect place to allow your personality to take over. People work with who they like, and people buy from those they feel comfortable with. Feel free to let listeners in on some of the more intimate details of your life and who you are outside of your brand. The more people feel like they know who you are, the more willing they’ll be to interact with you. Tell the story of how your business or product came together. Share the moments of triumph and tribulation. Use this time to let the audience really get to know you and your story.
Articulate and differentiate your message
Because you have more time to speak doesn’t mean you should forget to deliver your key messages over and over again, but the key is to differentiate how you say it. Make sure to include it at the beginning of the interview and again at the end. Remember, the listener might not be paying attention all the way through, so it’s best to communicate your top three key messages throughout the episode. That way, listeners can be constantly reminded of who you are and what you’re trying to accomplish. If you plan on appearing on more than one podcast, you’ll want to customize your messages to each show so that you’re not repeating the same few things over and over.
Be the expert
If a host has asked you to come on a podcast to discuss a specific topic, it’s probably for a good reason. You’ve clearly made an impression that you know what you’re talking about, so make sure you’ve done your homework and come prepared with the accurate information you’re trying to relay. Remember, in these cases you are being interviewed as the expert, so fact-check your story and be confident in your convictions.
Try to build a personal connection
This ties in with the notion of your personality, but it’s important to reiterate that this is your chance to connect with the listener in a personal way. They may not remember your brand or product entirely, but they will remember a story you told that moved them. That could be a key trigger for their memory and connecting with you down the road. It’s all about leaving a lasting impression.
Look The Part
If an episode isn’t recorded in person, oftentimes, they’re recorded on video, so it’s best to show up with a pleasing background, good lighting, and a well-working microphone. Taking the time to make the episode great is a real show of class and professionalism. Plus, if you want to be invited back by the host, respect them and their show by doing such things.
Consider the fact that 80 million people in the United States are weekly podcast listeners. For you, that means a lot of potential new audiences and supporters. When a host invites you to a podcast, make the most of your opportunity by putting your best foot forward.
Ryan Bass is a Media Director at OtterPR in Tampa, FL. For the past 10 years, Bass has been an anchor, host and reporter in television, radio, and podcasting, as well as a beat writer for print and digital media. He most recently spent the last five years as the evening news anchor and sports director at 10 Tampa Bay. Prior to that, he was a host with CBS Sports. Bass is a UCF alumnus.