Whether you’re looking to reach a wider audience, launch a new coaching service, or promote your latest book, here’s how I think you can use podcasts to help you stand out.

Interview or be interviewed? I’ve decided to put my time and effort into finding the best podcasts on which to be interviewed, rather than setting up my own podcast. Why? Because there are already many great podcasts being run, by business people who already have a great following. By being interviewed on their podcasts, I get to speak to the members of their audience.

I won’t appear on any old podcast. Only those that have produced at least 100 episodes. Only those that speak to the owners of small businesses – preferably coaches, consultants and speakers. Only those that produce good quality marketing materials for me to use, to promote their podcasts for them. If you’re going to use podcasts to help you stand out, be selective.

Stick to your story. What do you want to speak about? If you’re an expert in your field, speak about that. Don’t get distracted by hosts who ask you to speak about a topic which you know very little about. Decide what you really want to speak about and look for podcasts that allow you to do that.

Go to the green room. Before you record a podcast with a host, research their topic, listen to a couple of episodes and have a conversation with them. Find out how you can help their listeners and get a feel for the sort of questions they might ask you. If it’s not going to be a good fit, walk away. Preparation can help you to stand out with hosts, as great interviews are good for their reputation. Help them to look good and they’ll help you to look good.

Answer questions with stories. Be prepared for the questions you’re likely to be asked by the host. Then answer the questions with stories. Stories bring your experience to life. They are also a subtle way of showing the world what makes you different and help you to stand out.

Standing Out

A compelling call to action. What do you want people to do after they listen to your interview on a podcast? Book a call with you? Buy your book? Sign up for your newsletter? Whatever it is, pick just one action that you want people to take. Make it easy to remember, quick to do and full of value.

Help the host. Don’t just turn up, record the podcast and then expect the host to do all the work. Ask how you can help them to promote their podcast. Find out when your episode will be released and then plan how you will promote it, along with the podcast and the host.

Stamp it Out

Serve, don’t sell. If you speak on a podcast with the sole idea of selling your services to the listeners, you won’t get very far. You won’t stand out and the podcast host certainly won’t recommend you or ask you to come back. Provide insights, tips and strategies that listeners can put into practice straight away in their businesses. This will help to build trust and credibility with the audience.

Do I think that being a podcast guest can help you to promote your business? Yes, I do – if you do your homework first and be selective. Make sure that your time and effort are being used effectively, and podcasts can help you to stand out.