06 — Podcast Booking
The spoken word, in 21st-century format.
Podcast appearances that compound. We map the shows that matter, pitch with a real angle, and prep your team so the conversation actually lands.
The problem we solve
The shows worth being on don’t respond to volume play.
Most podcast outreach is a list, a templated email, fingers crossed. The bookings that come through are the ones with the lowest bar to entry — small audiences, weak fit, conversations that go nowhere.
The shows worth being on get pitched constantly. They book guests with real expertise, original points of view, and a story that matches the show’s editorial style. Getting on those shows is craft. Once you’re on, the appearance has to actually land — which means prep, which most brands skip.
“A great appearance is a year of content if you treat it that way.”
How we work
Audience mapping. Real angles. Real prep.
The strategy starts with audience mapping. Your buyers listen to a specific set of podcasts — sometimes the obvious category leaders, often the more niche shows that punch above their listenership. We build a target list that matches your business goals, not a vanity list of the biggest names.
- 01
Angle development.
A pitch that gets a producer’s attention has a real story behind it — original data, a contrarian take, a moment in the category, a personal narrative the executive can carry. We work with your team to find the angles that earn a yes.
- 02
Outreach and booking.
Direct relationships with producers and bookers. Real pitches. Real follow-up. We track what’s pitched, what’s responding, and what needs a different angle.
- 03
Prep and message training.
A 60-minute prep call before every appearance — show research, host style, audience profile, opening hook, key talking points, anecdotes, and the soft pitches that don’t sound like pitches. The difference between a forgettable appearance and one that converts.
- 04
Repurposing.
Episode clips, audiograms, social rollouts, internal sharing, integration into the larger content program. A great appearance is a year of content if you treat it that way.
What’s included
Booking, prep, and repurposing in one program.
- Podcast audience mapping and target list development.
- Angle and pitch development per show.
- Direct outreach to producers and bookers.
- Booking confirmation and logistics coordination.
- Pre-appearance prep call and message training.
- Post-appearance content repurposing strategy.
- Monthly reporting on appearances, audience reach, content output, and downstream conversion where attribution permits.
Who it’s for
Executives building thought leadership.
Strong fit for executives building thought leadership, founders telling a category story, authors with a book to support, and brand spokespeople who can carry a 45-minute conversation without sounding rehearsed.
We work especially well with B2B brands whose buyers are commute-listeners — software, finance, healthcare, professional services — and with consumer brands in passion-economy categories where podcast hosts shape purchase decisions. Not a fit if you’re hoping to outsource the appearances themselves. We’ll get you booked. The conversation has to be yours.
What success looks like
First appearance in four to six weeks. One to three per month after that.
The first booked appearance typically lands within four to six weeks. From there, a steady cadence of one to three appearances per month is realistic for most clients, depending on availability and topic relevance.
The metrics that matter: number and tier of appearances, total audience reach, branded search lift in the weeks following each appearance, and over time, the role of podcast appearances in the larger thought-leadership program.
Start a conversation
Let’s talk about what this could look like for your brand.
Two business days. Honest answer. Even if we’re not the right fit.
Contact the team