Appearing on a podcast can be a fantastic and cost-free way to not only get some exposure for your brand, but lend you and your business another already-successful brand's audience and legitimacy. 

Partnership marketing with podcasts has been Dustin's secret to driving direct-to-consumer sales 3 times higher in 12 months, all for $0, and over the years he's developed guidelines for appearing on shows that maximize the audience and consumer impact.

"How do I get on a podcast?"

3:52 Consider these two factors when looking for potential partners

1. Who has an audience that would be interested in your product, either directly or indirectly?
2. What value can you offer their show that will entice them to invite you on?

If their audience has an interest in your brand, product or industry, and you can provide the host with an episode of content, chances are they will be interested in talking to you if you reach out.

6:15 Research & listen to a few episodes of podcasts that catch your attention, and reach out. Make sure to include positive comments and references to the show to prove you've actually listened to their work and aren't just spamming shows. As well, offer free trials or products for the hosts to use, and encourage them to post a review regardless of if it's good or bad.

Once on, there are 4 rules you should follow when planning your appearance to make the most out of the free exposure.

While these rules are specific for podcasts, they can be adapted for any media, and should be thought of as "any audience you can borrow"

• 7:24 PURPOSE. What specifically do you want to get out of this podcast appearance? What is your goal for this show?
• 7:35 PLAN. Identify shows that are both potential partner and potential competitors, and identify shows they are associated or related to. Know who all the players are on the field, so that you don't waste your time on shows that will never book you.
• 8:20 PITCH. Research the top 4 episodes of the chosen show to establish 'relational anchors' & find the best way to contact the host. Pitch your appearance using the Perfect Pitch email template, and follow up routinely until you book at least one. Offer to provide as much content as possible to not only increase the chance of appearing, but retain as much message control as possible
• 10:04 PERFORM. Plan your ideal story, connect deeply with the audience, and deliver a strong call-to-action that maximizes your results. Prepare for success with minimal time investment to nail your interview, then follow-up post-appearance to optimize the results

Leverage these proven and any new partnerships in a cycle to get high-impact results by creating a marketing flywheel to achieve   exponential growth, all for the low cost of some of your time and attention.

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