Jim: Podcasts are exploding. If you’re listening to this, you already know what they are, and at some point you’re going to get interviewed on one. So today we want to give you some tips for getting ready for your first podcast interview, or an ongoing one.

Thomas: Podcasts are powerful because they reach influencers. The kind of person who listens to podcasts tends to be more tech savvy, more connected, wealthier, and more influential in their community.

Tip #1: Determine what the podcast is going to be about.

Jim: First, resolve in your mind what the podcast is going to be about. The interviewer is going to be asking you questions, but this podcast is not about you, even though you might think it is. So don’t promote yourself, don’t sell your books. Your whole goal is to be entertaining and to help people. Get into the head of the person listening and ask yourself how you can help them in the best way possible.

Thomas: “But Jim, why would I want to be on a show if I’m not there to sell my books?” You are there to sell your books, but even more so, you’re there to sell yourself.

Aren’t I supposed to be selling my book?

Jim: Let the host sell your books. Let the host sell your website. I’ve been on a number of podcasts, and I don’t talk about my website, my Facebook page, or my awards. I let the host talk about them, because if you say it, it’s suspect. If the host says it, it’s believable.

Thomas: That’s powerful. If you aim to sell your books, you’ll get nothing. If you aim to be helpful and entertaining, you’ll get invited back, and you’ll also sell books.

Tip #2: Ask the host for information about the audience, and the goal and theme for each episode.

Thomas: Exactly, but every podcast has its own unique audience, and you need to tailor your message to it. If you’re doing a lot of radio and podcast interviews, this keeps things interesting, because you’re talking about the same book every time, but it’s never the same interview. The host and the audience are unique, so tailor to them.

I read in the Guinness Book of World Records about someone who’d sold a refrigerator to an Eskimo, and I wondered how they did it. The best angle to sell is the heating coils on the back. Refrigerators work by pulling heat out of the inside and releasing it out the back, which most people never notice, but that’s the benefit for an Eskimo. It also keeps your food organized and sealed so bears and other animals can’t smell it. Those are legitimate benefits if you’re already living in an igloo. You just have to look at the product through the eyes of your target audience.

The same is true for your book.

Jim: That’s why you ask the host what the show is about. You should also listen to a few episodes. That’s the best way to get a feel for what the host wants you to talk about.

Thomas: Realize, too, that they won’t know you. Don’t expect the interviewer to have read your book, even though you’ve done your research on the show.

Tip #3: Send your bio before the interview.

Jim: Send the host your bio ahead of time since they’ll want it. There’s a lot of power in writing a bio that entertains, entices, or challenges. The last line in mine is, “And he still thinks he’s young enough to waterski like a madman.” That says a lot about me in very few words, and the rest of my bio is designed the same way, to entertain and intrigue. Keep that in mind when you send your bio to a host.

Thomas: Keep it short. I hear so many bad bios that mention where the author went to college. Nobody cares, everyone went to college somewhere, unless you have a PhD. The same goes for your kids and their hobbies, none of that is relevant. A bio exists to establish your credibility on a topic, so use as few words as possible to do that, then get to your message, which is what people are really there to hear.

Tip #4: Invest in a good microphone.

Thomas: Another important tip is to invest in a good microphone. If podcasters hear that you sound good, you’ll get more invites. A lot of authors just use the microphone built into their laptop, which gives a distant, tinny sound. A good microphone doesn’t need to be expensive. We recommend the Audio-Technica AT2020, which is what I’m speaking into right now and costs about $100. The other is the Audio-Technica ATR2100 USB, which we used last week with Tony Tovar. That one runs $35 to $50, plugs straight into your computer through USB, and gives a rich, warm sound. That small investment can lead to many more podcast interviews.

To find all my tech set up recommendations, visit PodcastParts.com.

Tip #5: Prepare your tech.

Jim: A lot of people do podcast interviews on Skype. Make sure you’re using the latest version, and make some test calls first with people you already talk to, so you know it’s working flawlessly before you get on the podcast. The worst thing is sounding like you’re underwater partway through, with no way for the host to fix it.

Thomas: Or spending the first thirty minutes of the interview trying to get Skype working because you’ve never used it. I can’t tell you how many times I’ve tried talking to someone on Skype who’s plugged in a nice microphone, but Skype is still listening to the wrong one, and they don’t know how to change it. Just familiarize yourself with Skype ahead of time. It’s free and useful for plenty of things beyond podcasts.

Tip #6: Find a quiet place.

Jim: Find a quiet place for the interview. I violated my own rule and had a small space heater running for the first couple minutes of one interview. Even ambient noise you can barely notice affects recording quality, so make your space as quiet as possible.

Thomas: Use a quiet computer, too. Some laptops have fans that sound like jet engines and add a hum to the call. A separate microphone like the ATR2100 helps, and moving it as far from the computer as possible helps even more. Also use headphones. Without them, audio comes out of your speakers and back into the microphone, which can cause it to cut out. A lot of people on Skype don’t realize that’s why their audio keeps dropping. A cheap pair that came with your phone is fine, they just need to keep the audio in your ears only.

Jim: Let your family know you’re recording. Anyone with kids knows a kid will interrupt, a dog will bark, or a cat will jump up and knock over your microphone. Head it off by saying, “I need half an hour of quiet. I’m going to shut the door, please don’t knock.”

Tip #7 Ensure a strong internet connection.

Thomas: Make sure you have a good internet connection, too. If you’re doing a lot of interviews during a book launch, it might be worth upgrading. Cable is generally faster than DSL, and DSL is faster than a cellular connection. A wireless connection is the least reliable option for a podcast. And turn off every noisemaker. Your computer is usually the biggest offender, another reason headphones matter. I hear podcasts where a mail notification pops up every five minutes because the guest isn’t wearing headphones. Watch your phone and your kids too, anything that can vibrate.

Tip #8: Prepare a gift for the listeners (lead magnet or reader magnet).

Jim: Prepare a free gift for the podcast’s listeners to get on your website. Sometimes it’s called a lead magnet or reader magnet. Say you’ve got a parenting book. Offer a free PDF with specific tips tied to that book or topic.

Thomas: Then you can say, “If you come to my website, you can get a free guide on the seven things to do when your child’s throwing a tantrum at the grocery store, and how to prevent it. Tip number one is don’t bring your kids to the grocery store, but you can get the other six for free on my site.” To get the guide, people subscribe to your newsletter, so the part of the audience that’s genuinely interested in your book becomes an audience you can email directly.

This one tip can dramatically improve the return on both podcast and radio interviews, and you can reuse the same gift on different podcasts. It takes some time to prepare, but it’s totally worth it.

Tip # 9: Keep water handy.

Jim: Keep water handy. A lot of first-time podcast guests aren’t used to talking for fifteen minutes or half an hour straight, and their throat tightens up and goes dry. Water keeps your throat lubricated. I also keep tea with honey going all day, since I narrate my own audiobooks.

Thomas: It’s the Halls cough drop trick. Halls cough drops have menthol in them, and professional voiceover actors and speakers use this when they’re talking all day. Drop a Halls tablet into your water bottle and let it dissolve, and every sip rejuvenates your voice. It’s magic for keeping your voice fresh over long recording sessions.

I’ll sometimes drink something called Brain Juice before recording. It’s an herbal concoction, kind of like a red 5-Hour Energy, that helps your brain think more clearly. It especially helps for longer sessions.

Links:

• Audio Technica AT2020 USB (Amazon Affiliate Link)
• Audio Technica ATR2100-USB
• Logitech ClearChat Comfort/USB Headset H390
• Michael Hyatt’s Tips on Radio Interviews

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