How to Pitch a Podcast (And Actually Get Booked)

Sending cold podcast pitches feels like shouting into the void. Most hosts ignore them. But nail the pitch format and you'll dramatically increase your booking rate. Here's the exact system that works.

In Simple Terms

Podcast Guest Pitch = An email to a podcast host explaining why you'd be a valuable guest, what topics you can discuss, and why their specific audience would benefit from hearing you.

Why Podcast Guest Appearances Matter

For personal brands:

• Build authority in your niche
• Reach targeted audiences
• Create repurposable content
• Network with industry leaders
• Generate backlinks to your site

For businesses:

• 10x more credible than self-promotion
• Direct access to ideal customers
• Long-form storytelling opportunity
• SEO benefits from show notes
• Warm leads (listeners trust host recommendations)

The data:

• Podcast listeners are 45% more likely to buy from mentioned brands
• Average podcast episode generates 5-10 qualified leads
• Guest spots cost $0 (vs $5,000-$50,000 for equivalent ad spend)
• Content lasts forever (episodes stay online for years)

Quick Knowledge Check 🧠

Why do most podcast pitches get ignored?

What's the #1 reason podcast hosts delete pitches without responding?

Click to see the answer

Answer: The pitch is clearly a mass email (not personalized) ✅

Hosts can tell instantly when you've sent the same generic pitch to 100 shows. Red flags include:

• "Dear Podcast Host" or "Hi there"
• No mention of specific episodes or show details
• Generic topics that could apply to any podcast
• Template language that feels copied

What works instead: Reference a specific recent episode in your opening line. Example: "I just listened to your episode with Sarah about burnout (episode #142) and loved your point about setting boundaries..."

This takes 5 extra minutes per pitch but increases response rates from 5% to 25%+.

What Podcast Hosts Actually Want

Before writing your pitch, understand what hosts need:

1. Interesting, Unique Perspective

• Not the same talking points everyone covers
• Fresh take on familiar topics
• Stories and experiences, not just theory
• Ability to teach something actionable

2. Audience Alignment

• Your expertise matches their listener demographics
• You can help solve their audience's problems
• Your message fits their show's theme
• You understand their listener pain points

3. Promotion Help

• You'll share the episode with your audience
• You have an email list or social following
• You'll create promotional content
• You're easy to work with

4. Prepared Guest

• Know how to have a conversation (not a monologue)
• Come with talking points, not a sales pitch
• Professional audio setup
• Understand podcast format

What they DON'T want:

• Generic mass emails
• Self-promotional sales pitches
• Guests who've never listened to their show
• People with nothing new to say
• Guests who won't promote the episode

The Anatomy of a Perfect Podcast Pitch

The 5-Part Pitch Formula

1. Personalized Opening (Show You Listen)

• Reference specific recent episode
• Mention something you learned
• Show genuine interest in their show
• Prove you're not mass emailing

2. Quick Credibility

• Who you are in one sentence
• Your relevant expertise
• Why you're qualified to speak on topic
• Notable achievements or platforms

3. Value Proposition for THEIR Audience

• Specific topics you can discuss
• What their listeners will learn
• How it solves audience pain points
• Unique angle or stories you bring

4. Social Proof

• Previous podcast appearances
• Audience size you'll promote to
• Relevant credentials or wins
• Media mentions or publications

5. Simple Next Step

• Clear call to action
• Low-friction yes
• Offer to send more info
• Make it simple to book you

Proven Podcast Pitch Templates

Template 1: The Cold Pitch (No Connection)

Subject: Quick question about [Podcast Name]

Hi [Host Name],

I just finished your episode with [Recent Guest] about [Topic] and loved your point about [Specific Insight]. That resonates with what I've seen working with [Your Area].

I'm [Your Name], [Your Title/Company]. I help [Target Audience] [Specific Outcome].

I've noticed [Their Podcast Name] covers [Topics], and thought your audience might find value in hearing about:

• [Topic 1 with specific angle] - [Why it matters to their audience]
• [Topic 2 with specific angle] - [Unique perspective you bring]
• [Topic 3 with specific angle] - [Actionable takeaway listeners get]

I've been featured on [Podcast 1], [Podcast 2], and [Podcast 3] (total downloads: 50K+), and always bring energy + actionable insights. Here's my most recent interview: [Link]

I also have [X subscribers/followers] on [Platform] who I'd share the episode with.

Would you be open to having me on [Podcast Name]? Happy to send a more detailed pitch if you're interested.

Either way, keep up the great work!

[Your Name]
[Website]
[LinkedIn/Social]

P.S. - If this isn't a fit, any feedback on how I could improve this pitch would be awesome.

Why it works:

• Opens with specific episode reference (proves you listen)
• Clearly states who you are and what you do
• Focuses on value for THEIR audience
• Includes social proof
• Makes it easy to say yes
• Humble close

Template 2: The Warm Introduction (Someone Connected You)

Subject: [Referrer Name] suggested I reach out

Hi [Host Name],

[Referrer Name] mentioned you might be looking for guests who [Relevant Topic] - that's exactly what I do.

Quick intro: I'm [Your Name], and I [Your Unique Value Proposition]. [Referrer] thought [Podcast Name] listeners would benefit from hearing about [Specific Topic/Story].

Three topics I can dive deep on:

1. [Topic 1] - Why [Common Belief] is actually backwards, and what works instead
2. [Topic 2] - The [Framework/System] I used to [Specific Result]
3. [Topic 3] - [Controversial Take] that [Audience] needs to hear

Recent podcasts I've been on:
• [Podcast 1] - "[Episode Title]" ([Download Count] downloads)
• [Podcast 2] - "[Episode Title]"
• [Podcast 3] - "[Episode Title]"

I'll promote the episode to my [X] email subscribers and [Y] social followers.

Want to grab time this month or next? Here's my calendar link: [Link]

Best,
[Your Name]
[One-liner bio]
[Website]

Why it works:

• Uses mutual connection
• Gets straight to value
• Specific, intriguing topic hooks
• Includes proof of previous appearances
• Offers promotion
• Makes booking frictionless (calendar link)

Template 3: The Follow-Up Guest (You've Been On Before)

Subject: Round 2 on [Podcast Name]?

Hey [Host Name],

Our conversation about [Previous Topic] on [Podcast Name] back in [Month] is still my favorite interview I've done. The feedback was incredible.

Since then, I [New Development/Achievement/Milestone]. I think your audience would love to hear about:

• [New Topic 1] - [Why it's timely/relevant now]
• [New Topic 2] - [Update on previous discussion]
• [New Topic 3] - [Behind-the-scenes story]

The last episode got [X] downloads and drove [Y] signups for my [Thing]. I've grown my list to [New Number] subscribers, so I can drive even more engagement this time.

Up for round 2? Let me know what works for your schedule.

Thanks for having me last time!

[Your Name]

Why it works:

• Builds on established relationship
• Shows appreciation for previous opportunity
• Demonstrates growth/progress
• Proves you promoted last time
• Low-friction ask

Template 4: The Value-First Approach

Subject: Resource for [Podcast Name] listeners?

Hi [Host Name],

Love what you're doing with [Podcast Name] - especially how you [Specific Format/Approach].

I put together a free [Resource Type] on [Topic] that I thought your audience might find useful: [Link]

It's been downloaded [X] times and people say [Specific Feedback]. Totally free, no email required.

If you find it valuable, I'd love to discuss creating a special version for [Podcast Name] listeners, or diving deeper into [Topic] on the show.

No pressure either way - just wanted to share something your audience might enjoy.

Keep up the great work!

[Your Name]
[Title/Company]
[Website]

Why it works:

• Leads with value (giving, not asking)
• Demonstrates expertise without bragging
• Shows you understand their audience
• Soft pitch at the end
• Very low pressure

What to Include in Your Podcast Pitch

The Must-Haves

✅ Personalization

Generic: "I love your podcast"
Specific: "Your episode #142 with Sarah about burnout made me rethink my entire approach to productivity"

✅ Clear Expertise

Vague: "I'm a marketing expert"
Clear: "I've helped 50+ SaaS companies generate 10,000+ leads through LinkedIn content"

✅ Specific Topics

Generic: "I can talk about social media"
Specific: "Why posting daily on LinkedIn is killing your engagement (and the 3-post-per-week framework that works better)"

✅ Mutual Benefit

Self-focused: "This would be great exposure for me"
Mutual: "I'll share with my 10K email list and create 3 social posts promoting the episode"

✅ Proof

Claim: "I know a lot about podcasting"
Proof: "I've been featured on Marketing School (250K downloads), My First Million (1M+ downloads), and The Tim Ferriss Show"

Optional But Powerful

🎯 Media Kit

• Professional headshot
• Bio variations (50, 100, 200 words)
• Sample questions
• Previous episode links
• Social media handles
• Download/share graphics

🎯 Sizzle Reel

• 60-90 second video compilation
• Best moments from previous podcasts
• Shows your energy and speaking style
• Hosted on YouTube or Vimeo

🎯 One-Pager

• PDF with your bio, topics, proof
• Makes it easy for host to say yes
• Professional but not stuffy
• Include episode ideas and angles

Common Podcast Pitch Mistakes

❌ Mistake 1: Mass Generic Emails

Bad: "Dear Podcast Host, I would love to be on your show..."
Good: "Hey Sarah, your episode with Marcus about bootstrapping really resonated because..."

❌ Mistake 2: Making It About You

Bad: "Being on your show would help me promote my book"
Good: "Your listeners who struggle with [problem] would benefit from hearing how [solution] works"

❌ Mistake 3: Too Long/Too Short

Too long: 500+ word emails with full life story
Too short: "Want to have me on your podcast?"
Just right: 150-250 words with clear value prop

❌ Mistake 4: No Social Proof

Missing: Why should host trust you?
Include: Previous podcasts, audience size, credentials

❌ Mistake 5: Vague Topics

Vague: "I can talk about marketing"
Specific: "The 3-email sequence that converts cold outreach into meetings (with real examples)"

❌ Mistake 6: Asking to "Pick Their Brain"

Bad: "Can I pick your brain about getting on podcasts?"
Good: "Would you be open to having me discuss [specific topic] on your show?"

❌ Mistake 7: Following Up Too Soon (or Never)

Too soon: Following up after 2 days
Too late: Never following up
Just right: Follow up after 5-7 days

How to Find the Right Podcasts to Pitch

Step 1: Identify Target Shows

Criteria for good fit:

• Audience matches your target customer
• Topic aligns with your expertise
• Show size in your range (don't only target top 100)
• Host actively books guests
• Format fits your style (interview vs co-hosted vs solo)

Where to find podcasts:

1. Apple Podcasts - Search by category
2. Spotify - Browse recommendations
3. Podchaser - Podcast database
4. Listen Notes - Podcast search engine
5. Google Podcasts - Category browsing

Tiered approach:

Tier 1: Smaller shows (1K-10K downloads)
- Easier to get booked
- Build momentum
- Get reps and recordings

Tier 2: Medium shows (10K-100K downloads)
- After you have 5-10 appearances
- Include Tier 1 social proof
- Better reach

Tier 3: Large shows (100K+ downloads)
- After you have 20+ appearances
- Include Tier 2 social proof
- Massive reach

Step 2: Research the Show

Before pitching, find out:

✓ How often they publish episodes
✓ If they actively book guests (or mostly co-hosts)
✓ Recent guest topics (to avoid duplicates)
✓ Host's background and interests
✓ Audience size and demographics
✓ Show format and typical episode length
✓ How they like to receive pitches

Listen to minimum 2-3 episodes:

• Understand their style
• Note their audience's pain points
• Identify gaps you can fill
• Reference specific moments in your pitch

Check their website:

Look for:
- "Be a Guest" page
- Pitch guidelines
- Guest criteria
- Preferred contact method

Step 3: Find Contact Information

Where to find host email:

1. Podcast website - "Contact" or "Be a Guest"
2. Show notes - Often include host email
3. Twitter bio - Many hosts list contact info
4. LinkedIn - Message or connection request
5. Hunter.io - Email finder tool
6. Podcast hosting platform profile

Best contact methods (in order):

1. Dedicated guest pitch form
2. Email address from website
3. Direct message on Twitter/LinkedIn
4. Instagram DM (for casual shows)
5. Contact form on website

When to Send Your Podcast Pitch

Best days to pitch:

• Tuesday-Thursday (Monday = catch-up day, Friday = check-out day)
• Mid-morning (9-11 AM in host's timezone)
• Avoid holidays and summer months (June-August)

Timing your campaign:

Week 1: Send 10-15 pitches to Tier 1 shows
Week 2: Follow up on Week 1, send 10-15 new pitches
Week 3: Follow up on Week 2, send 10-15 new pitches
Week 4: Compile responses, schedule recordings

Season considerations:

• January-March: High booking activity (new year energy)
• April-May: Great booking window
• June-August: Slower (summer break)
• September-November: Peak booking season
• December: Very slow (holidays)

How to Follow Up on Podcast Pitches

The Follow-Up Formula

First follow-up (5-7 days later):

Subject: Re: Quick question about [Podcast Name]

Hey [Host Name],

Wanted to bump this to the top of your inbox - I know it's easy for emails to get lost.

Still interested in discussing [Specific Topic] on [Podcast Name]. My calendar's open if you want to grab time this month.

If it's not a fit, totally understand. Either way, love what you're doing with the show!

[Your Name]

Second follow-up (7 days after first):

Subject: Last try - [Specific Topic] for [Podcast Name]

[Host Name],

Last email on this - don't want to be that person who won't take a hint!

Quick yes or no: interested in having me discuss [Topic] on [Podcast Name]?

If not, no worries at all. If yes, let's make it happen.

[Your Name]

When to give up:

• After 2 follow-ups with no response
• If they explicitly say no (respect it)
• If they haven't published in months
• If show format changes to not fit you

Converting Maybe to Yes

If they say "interesting but not right now":

Perfect! When would be a better time?

Also, I can be flexible on timing - I have some great stories about [Topic] that would be perfect for [Season/Theme] content.

Want me to check back in [Timeframe]?

If they ask for more info:

Send:
- One-pager with topics and bio
- Links to 2-3 best previous podcast appearances
- Suggested questions they can ask
- Your calendar link

Make it stupidly easy to say yes.

After You Get Booked

Pre-interview preparation:

✓ Confirm date/time/timezone
✓ Confirm format (video/audio, length, platform)
✓ Ask for sample questions
✓ Prepare 3-5 stories to share
✓ Test your audio setup
✓ Research the host more deeply
✓ Plan your promotional strategy

Make the host look good:

• Send talking points or questions in advance
• Be enthusiastic and engaged
• Tell great stories (not just facts)
• Promote before AND after episode drops
• Thank them publicly

Promotion checklist:

Before recording:
☐ Tease appearance on social media
☐ Email list teaser (coming soon)

After recording:
☐ Thank host on social media
☐ Share release date with your audience

When episode goes live:
☐ Share on all social platforms
☐ Email to your list
☐ Create Instagram/TikTok clips
☐ Write LinkedIn post about key insights
☐ Embed on your website
☐ Thank host again publicly

Podcast Pitch Checklist

Before hitting send, verify:

☐ Subject line is specific and personal
☐ Opens with reference to their specific episode
☐ Clearly states who you are in one sentence
☐ Focuses on value for THEIR audience
☐ Includes 2-3 specific topic ideas
☐ Provides social proof (previous podcasts/credentials)
☐ Mentions how you'll promote episode
☐ Makes next step crystal clear
☐ Under 250 words total
☐ No typos in host name, show name, or email
☐ Sent from professional email address
☐ Includes signature with links
☐ Tone is confident but humble
☐ No generic copy-paste language
☐ Proofread 2x

Frequently Asked Questions

How many podcasts should I pitch at once?

Start with 10-15 per week. You want responses to trickle in, not flood all at once. As you get better, increase to 20-30.

What if I've never been on a podcast before?

Start with smaller shows and local podcasts. Don't lead with "I've never done this" - instead focus on your expertise and what you can teach.

Should I offer to pay to be on a podcast?

No. Legitimate podcasts book guests based on value, not payment. If they ask for money, it's likely not worth it.

How long should I wait for a response?

5-7 days before first follow-up. Many hosts are slow to respond but will eventually reply if interested.

Can I pitch the same podcast multiple times with different topics?

Yes, but wait 2-3 months between pitches and make sure your new topics are truly different from the first pitch.

What if they want me to promote their stuff?

Promoting the episode is expected and fair. Promoting their products/services should be discussed separately.

Should I hire a booking agent?

Only if you're targeting top-tier shows (100K+ downloads) and have budget ($1,000-$5,000/month). For smaller shows, DIY pitching works fine.

What's a good response rate for cold pitches?

• Excellent: 20-30% response rate, 10-15% booking rate
• Good: 10-20% response rate, 5-10% booking rate
• Needs work: <10% response rate, <5% booking rate

Conclusion

Getting booked on podcasts is the highest ROI marketing activity you can do - it's free, builds authority, and generates leads for years. The secret isn't being the most famous expert; it's crafting pitches that make hosts' jobs easier.

Your action plan:

1. Research 20 podcasts in your tier (use criteria above)
2. Listen to 2-3 episodes of each
3. Write personalized pitches using templates above
4. Send 10 pitches this week
5. Follow up 5-7 days later
6. Repeat weekly

Most people quit after 5 rejections. The ones who persist and pitch 50+ shows are the ones building audiences and authority through podcasting.

Start today. Your first booking is one pitch away.

Related Content Marketing Guides

• How to Write a Collaboration Email That Gets Yes - Partnership pitches
• Social Media Pitch Templates - Client pitching
• Content Promotion Strategies Guide - Amplify content
• How to Get Social Media Clients - Client acquisition
• Best Brand Ambassador Programs - Partnership opportunities