Streamlined Podcasts

Building A Press Kit

Guess who listens to podcasts? People who subscribe to podcasts. Now, before you scroll on let me explain. Even though that might be the most obvious thing you have read all day, it’s also the most true. 

We all know that podcast listenership is growing and if you want to ride that wave, you better be ready to not only be a host of your own show, but to be a guest on others. Remember, what I said a second ago? Yeah, now we are connecting some dots. 

I bet you are thinking, “I would love to get on a podcast. I could talk about myself all day.”

I’m sure you can.

“But wait, how do I get someone to invite me on their show? I’ve never done that before.” Fear not. Thats why I’m sitting here pounding away on my keyboard and you are sitting there reading what came out the other side.

The thing is, as someone’s show start to grow, random strangers begin to reach out and ask to be guest on their show. Assuming you do interviews, it will happen to you too.

And in fact, if you don’t, you will inevitably get some clueless internet bozo who wants to be a guest on your solo show. Seriously, it happens all the time. 

In an effort to separate yourself from the crowd and have a chance of actually getting on a show where you could pick up some subscribers, you need to create a press kit. 

Oh jeez. Not another piece of homework. 

Trust me, this one should take you about 12 minutes on Canva. In fact, there are a ton of templates you can start with. I’m not here to give you graphic design advice, but I will give you the elements you will need to make it powerful enough for someone to say yes to you. 

So, here’s the gist. It should be one page long, have some photos, bulleted lists and links to your social media/website. Let’s break it down.

Keep it on One Page

Have you ever heard the acronym K.I.S.S. If you happen to live under a rock or have never read a business book, I’ll enlighten you. It stands for keep it simple, stupid. 

Some people will say it stands for keep is stupid simple. I prefer the other one. There Is really nothing like insulting someone’s intelligence to spur them into action. Ok, back to it. 

Think about the last time your friend sent you an article that they said you absolutely HAD to read. You open up the link and realize that you are going to have to spend the next 28 minutes navigating banner ads and hyperlinks and playing wack-a-mole with pop ups. And you aren’t even sure if this article is worth your time. You close the window and maybe keep your friends email unread. Maybe not. 

Well, that’s exactly what other podcast hosts will be thinking when you send them your life story. It’s very likely they will just move on. 

Remember, the goal of the kit is to get you on the show so you can then bore them with your life’s story. All in due time, my friend. 

include a title

I feel like this goes without saying but I’m going to say it so you don’t come back to me and say something like: “You never told me…”

Ok. At the top of the page make sure that you put your name and that you are the host of a podcast. You can also include other titles you have like PhD, Olympian, CEO, etc.

Do I need to continue this point? No? Ok good. Moving on. 

Make sure you include a PROFESSIONAL headshot or lifestyle photo

Again, I’m not going to tell you about graphic design here but it is really important attach a face to the name. And you want to do it in a way that makes you look like the kind of person they would want on their show. Not the kind of person who had their mom take a blurry photo on their iPhone 5. 

No offense to all the Mom’s with iPhone 5s. Your podcast press kit is just not the place for it. 

Aside from putting a face to the name and showing them what you look like, the other big advantage here is that you show you are investing in your brand and taking it seriously. This will give them an indication that you can help promote their show once your episode airs. 

Bio in bullet points

Now, this is where you are going to put the majority of the text for this document. However, you are not going to write complete sentences. In fact, you are going to make a bulleted list of the things that make you..well…you. 

Think about condensing the resume you spent all that time writing down into a post-it note. Seriously, this goes back to the point about making this whole document one page. Remember K.I.S.S.

If you forgot, now you know why I like my definition better. Just sayin’.

The goal here is to get them to understand who you are in roughly 5-7 seconds. This is something you may adjust depending on who you are sending it to. However, hopefully you can come up with 4-6 things that are fairly well rounded and anyone even remotely related to your niche/topics will see you as one of their own and want to bring you on for an interview.

Bulleted talking points

I know what you are thinking, you wrote the same thing twice. Well, if you are thinking that, think again. 

Talking points are not your bio. They are topics that you can confidently and articulately speak on. Things like the industry you are in, the topic of your podcast or things you are just generally good at. 

You can also have some fun with this one and throw in a few from left field. By this I mean a few of topics that might get someone thinking you are both well rounded and funny. Letting your personality come through is to your advantage here.

For example, being able to talk about:

  • Real Estate Investing
  • Team Building
  • Developing Strong Work Ethic
  • Networking
  • Officiating a Serbian wedding

Podcasts should be both entertaining and educational so if you can show you are both, you have a leg up. This may not work for everyone but it’s worth at least thinking about. 

Either way, make sure you have some talking points on there. 

Hyperlinks to your website and social media accounts

Remember earlier when I talked about you looking like you were taking this seriously and were able to help them promote?

I know whenever someone reaches out to be on my show, I always look at their social media accounts. Not so much to determine how many followers they have, though I do make a mental note of that. But more to see how put together they are and if they are taking this seriously like I am. 

Pro Tip: Make sure you send them to the social media accounts you are actually using. There is nothing worse than to send someone to a twitter account you made five years ago, tweeted three times and never bothered to change your avatar photo from that egg to your face. Seriously, send them to where you are active. Even if it’s just one account. 

You should also make sure they can get to your website. If you don’t have a website, you should look into that. It’s another inexpensive way to build credibility. More to come on this. 

There you have it. All the elements you need to create a professional press kit. Now you are ready to reach out to other podcast hosts and ask to be on their show. I might suggest, if they are in a similar niche as you, you suggest a podcast swap. That means you each do an interview on the other’s show. 

Finding which shows would be a good fit and crafting the message will be for future posts so stay tuned for those. Until then, here’s to all your podcasting success!!

Cheers,

Hans