Mastering Podcast Guesting: A Comprehensive Guide to Maximizing ROI with Josef Schinwald
In today’s rapidly evolving media landscape, podcast guesting has emerged as a potent tool for entrepreneurs and thought leaders to build influence, connect with a wide audience, and generate significant ROI. Few understand this better than Josef Schinwald, CEO of Guest Experts On Air, whose deep expertise in podcast guesting and media strategy has helped clients turn simple interviews into seven-figure deals.
In this comprehensive article, we explore Josef’s insights on how to effectively leverage podcast guesting to maximize business success, drawn from his interview on Your Brand Amplified podcast with Anika Jackson.
The Power of Podcast Guesting
Podcasting is more than just a form of content creation—it’s a sophisticated channel for marketing, networking, and brand building. Josef Schinwald begins the conversation by emphasizing that podcasting offers a unique opportunity to directly connect with a highly targeted audience. Unlike traditional forms of media controlled by a few gatekeepers, podcasting democratizes the platform, allowing individuals and businesses to rise purely based on merit.
Josef shares his journey from managing media outlets in Latin America to becoming a podcast guesting expert. His background as a seasoned media professional provided him with a deep understanding of how broadcast channels function, both as storytelling tools and marketing engines. He explains:
“Podcasting is fascinating because it’s such a democracy now. You had the media moguls controlling everything, but now, only the best rise to the top.”
This shift in the media landscape provides unparalleled opportunities for experts to establish authority, create a lasting brand, and convert listeners into customers.
Why Podcast Guesting is a Strategic Investment, Not a Cost
Josef touches on a concept from the legendary management thinker Peter Drucker, who said, “The purpose of a business is to create one customer.” This philosophy echoes throughout Josef’s approach to podcast guesting as a strategic, long-term investment rather than a one-off tactic. He adds:
“Marketing is not a cost. It’s an investment decision. Podcast guesting is one of the best ways to make that investment count.”
Many businesses often cut marketing first, especially during challenging times. Josef argues this is a flawed strategy. Instead, podcast guesting should be viewed as an integral part of the marketing mix that contributes directly to business growth. The key is to focus on ROI—how many leads and conversions you can generate from each podcast appearance—and to fine-tune your approach to ensure success.
Josef’s 5 Elements of ROI-Driven Podcast Guesting
Josef shares his strategic framework for podcast guesting, which revolves around five interdependent elements. These are the cornerstones for ensuring that podcast appearances not only generate brand awareness but also lead to measurable business results.
- Positioning: Understanding your brand positioning is the foundation. Josef emphasizes the importance of crafting a pitch that immediately highlights why you are a relevant and valuable guest for a particular podcast. Positioning yourself as a premium expert allows you to attract premium buyers.Josef illustrates this through a case study where a client, after refining their positioning, landed on 12 top podcasts out of 15 pitches sent. This transformation began with Josef helping the client define her unique expertise, which in turn enabled her to deliver impactful interviews that resonated with high-value audiences.
- Storytelling: Storytelling is critical for creating emotional engagement. Josef describes storytelling as the emotional bridge that helps potential customers connect with you on a deeper level. Instead of focusing on hard sales tactics, successful podcast guests share stories that showcase their expertise while subtly guiding listeners toward the desired action.Josef explains:
“You need a story that solves a problem. The implementation is the story’s core, and the outcome is the moral. This emotional connection is what makes people want to buy from you.”
- Call to Action (CTA): A well-placed CTA ensures that podcast interviews lead to meaningful conversions. Josef underscores the importance of having a dedicated landing page with an enticing offer, whether it’s a free chapter of your book, a downloadable resource, or a free assessment. This funnel leads podcast listeners into your “ecosystem of profitability,” where you can nurture them toward making a purchase.
- Website & Landing Pages: While your website is essential, Josef insists that a targeted landing page is even more crucial for converting podcast listeners into clients. He suggests creating a simple, memorable URL that podcast hosts can mention easily. This page should offer valuable resources and guide listeners further into your marketing funnel.
- Networking: Finally, Josef emphasizes the immense networking potential that podcast guesting offers. Not only do you get to share your message with thousands of listeners, but you also build relationships with podcast hosts, who often become key advocates and collaborators.
Josef shares the example of a corporate storyteller who formed valuable business relationships through podcast guesting. She connected with high-profile individuals like Faisal Hoque, a Wall Street Journal #1 bestseller, which ultimately helped her become a bestselling author herself.
“Networking is the number one, the best-ever networking you can do is going on podcast tours.”
The Ecosystem of Profitability: From Guesting to Selling
One of the key insights Josef offers is the concept of building an “ecosystem of profitability” through podcast guesting. Unlike traditional sales strategies where the goal is to close a deal immediately, podcasting works on a more gradual timeline. The objective is to attract listeners into your ecosystem, offer them value, and nurture them into becoming customers.
He explains:
“You don’t sell on the podcast. The goal is to get listeners into your ecosystem, where your website, landing pages, and email sequences do the selling for you.”
This approach creates multiple touchpoints with potential customers, allowing them to engage with your content at their own pace. Whether they are drawn in by a free assessment, a chapter from your book, or a discovery call, the key is to keep them moving through the funnel until they convert.
The Importance of Consistency and Quality
Josef stresses that consistency is key to long-term success in podcast guesting. He encourages clients to aim for at least 30 podcast appearances per year, as this builds momentum and keeps your brand top of mind with your target audience. However, not just any podcast will do. Josef uses tools like Listen Notes to identify top-ranked podcasts that are a perfect fit for his clients. He also stresses the importance of targeting high-end podcasts with engaged audiences, explaining:
“Being on an average podcast is like rolling the dice. You don’t know if anyone will listen.”
The success of a podcast tour depends on being selective and strategic in choosing the right platforms that align with your brand and audience.
Leveraging AI for Podcast Guesting
As a forward-thinking strategist, Josef incorporates AI tools to streamline his podcast guesting process. He shares how tools like ChatGPT and Listen Notes have revolutionized the way he finds podcasts for his clients. By using AI to analyze data and discover relevant shows, Josef can create highly targeted pitches that resonate with podcast hosts.
“AI has expanded my mind. I use it to get inspired for positioning and to find experts who are similar to my clients.”
This technological edge allows Josef to stay ahead of the curve, ensuring that his clients land on high-quality podcasts with sizable audiences.
Case Study: Turning Podcast Guesting into a Seven-Figure Deal
One of the most compelling examples Josef shares is that of a client who turned a single podcast appearance into a seven-figure business deal. This client, Matthew, had built a $5 million business before the age of 30, and his success in podcast guesting played a significant role in that achievement. Josef explains that Matthew didn’t rely on hard sales pitches. Instead, he provided valuable insights, free resources, and an authentic, engaging story that resonated with listeners.
The result? A single interview led to a massive seven-figure deal, all without ever having to directly sell during the podcast.
Overcoming Public Speaking Fears
Many entrepreneurs hesitate to pursue podcast guesting due to fears of public speaking. Josef offers a simple solution: do it anyway. Public speaking, like any skill, improves with practice, and podcast guesting provides a relatively low-pressure environment to hone that skill.
“You overcome public speaking fears by doing it. After a while, you forget all the fears, and it becomes fun.”
As you continue to appear on podcasts, you also sharpen your expertise, as intelligent hosts ask you questions that refine your messaging and approach.
Future Trends in Podcasting
As the conversation comes to a close, Josef reflects on the future of podcasting. He believes that podcast guesting will continue to grow as a marketing channel, especially as AI and matching services become more sophisticated. However, he cautions against relying solely on automated systems. Personal outreach and building genuine relationships will always be key to landing the best podcast opportunities.
“Matching services are not bad, but ultimately, you want to reach out personally. It’s about building relationships, not just landing a spot.”
Conclusion
Josef Schinwald’s approach to podcast guesting is both strategic and holistic, combining elements of storytelling, positioning, and networking to create a powerful marketing engine. By viewing podcast guesting as an investment rather than a cost, entrepreneurs can significantly increase their ROI, attract high-quality leads, and build lasting relationships with both listeners and podcast hosts.
Whether you’re a seasoned media professional or just starting out, Josef’s insights offer a roadmap for turning podcast guesting into a transformative tool for business growth. As the podcasting landscape continues to evolve, those who embrace Josef’s principles will be well-positioned to stay ahead of the curve and reap the rewards of this dynamic medium.
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