Juliet Clark is a six- time author, speaker and podcaster who has spent the last twenty years helping authors, coaches, speakers, and small businesses all over the world build expert audiences.
She started out as a mystery novelist and is best known or her books Gypsy, Granny Heist, and Dead by Dawn, and Pitchslapped. At age 46, she received a black belt in Tae Kwon Do and is an avid hiker and golfer.
Love is in the air! This month is all about collaboration and the team it takes to write and publish a book. There are so many people that need to be vetted and hired, whether you produce the book yourself or hire a publisher to do the work. Content building, audience tendering, and publishing all require most authors to engage in help and collaboration to build.
Media expert Jacquie Jordan gives you the inside scoop in the media hosting world and why it is important for you, as a guest, to do some of the heavy lifting. Great advice for “not blaming the host” when your interview does not goes as planned.
Julie Lokun wants you to fall in love with your book again. Remember, your book is a nurture tool and audience-building is an ongoing process to sell more books. Julie takes us through some of the basics.
Above all, we hope you bring love and light to your February book journey.
Love and Gratitude, Juliet
A loving heart is the truest wisdom.
~Charles Dickens
The worst thing a guest or Guestpert can say to me after a taping is “The host didn’t ask me x, y, and z.” Even as a producer, to hear this as they walked off the stage was so disheartening. Why? Simple … Because they should have been better prepared!
They had every opportunity to own their content. Both host and guest are mic’d for audio, which means each has an equal ability to communicate to the viewer. Furthermore, if it is a well-produced segment, the guest’s content and speaking points have been preapproved by the producer. Do hosts have bad days? Of course.
Perhaps they didn’t get the script until late and wound up reading it in bed right before crashing from exhaustion. Even when hosts do their homework, don’t rely on the fact that they will read your book prior to your appearance. On most
large shows, it is virtually impossible for a host to read the volume of material that’s available.
We were lucky enough recently to welcome The Doctors’ senior supervising producer, Shannon Hunt, as the guest producer at one of our TVOnCameraTraining.com workshops. Shannon shared that she gives her host, Travis Stork, pre-packets that could include as much as three hundred pages of medical research, supporting material, guest pre-interviews, and, of course, the script.
On a nationally syndicated talk show like that, a host may tape as many as six to nine shows per week. Think about that—producer packets for six tapings per week alone comes out to 1,800 pages a week. Throw in the guest’s books that are often included along with the packets, and you’re talking about a lot of material to absorb as the host of a show.
If the host doesn’t give you a lead-in question or a prompt, it’ll be on you to segue to the next speaking point right away. Leave enough room for the host to lead, direct, and interject if so inclined; after all, the host is leading the tango. However, please give yourself permission to move the content forward. Lean into your content, don’t wait it out.
I use the language of permission because in this choreographed tango, you don’t ever want it to be a parent-child or teacher-student dance, where you are waiting for someone else to grant you permission. I’m not saying you should take over the lead, but you want to keep the dance a harmonic expression of two equals. We call these appearances interviews, which often gives guests the false impression that they should defer to the host on all prompts. But come on, wouldn’t that make for a very boring dance to watch, or a limp dance partner at best?
Jacquie is the founder and CEO of the 15-year-old cutting-edge, media and content development, promotions and booking platform, TVGuestpert that offers fullservice promotion, marketing, business strategy and media services for her clients, partners and collaborators, TVGuestpert Publishing - a NY Times Best Selling publishing house, and The Guestpert Academy - an online program offering visibility, media training and TVGuestpert On-Camera Training. She is also a two-time Emmy nominated TV Producer, three-time author and the host of Front & Center with Jacquie Jordan, a broadcast podcast.
Excerpt from The Ultimate On-Camera Guidebook: Hosts*Experts*Influencers by Jacquie Jordan (@TVGuestpert) & Shannon O’Dowd (@theshannonodowd)
Most people writing non-fiction books start with chapter one and work their way to the last chapter in a linear fashion. They want to get chapter one completed before they move on to chapter two. When I meet a client that needs support in completing their book, it is usually because they got stuck on a chapter and abandoned their book development.
I have discovered a holistic, nonlinear approach to non-fiction book development that has been very effective for my clients. It all starts with well-branded chapter titles that flow together in a seamless way. Then you break the chapter into well-branded subheads. The subheads guide the reader along and chunk the read. Most of us are getting conditioned to read content in chunks with captions as we scroll our phones.
Once you completed the structure, now you can develop content a subhead at a time. You can see the subheads as buckets. Imagine you have 10 chapters and five subheads in each chapter, if you write a page for each subhead, you will have 50 pages full of content. You also can copy and paste tidbits of research and other inspirations into the subhead bucket to be further developed in your narrative voice or another author that will need to be cited.
Jared Rosen is the founder Of DreamSculpt. As an innovator in digital media publishing, he has published over 50 media enhanced e-books for many best-selling authors and filmmakers and has published dozens of books in print. Jared is the author of three books including the groundbreaking book The Flip. As a thought leader he has presented in venues ranging from TED X Malibu, to McKinsey and Company, Sydney, Australia. In 2000, Jared co-created the Children’s Emotional Literacy Project endorsed by Mayor Richard Riordan and Norman Lear.
You also can jump around from chapter to chapter depending on what you feel inspired to write about each day. You may wish to write the last chapter first, so you know where you will leave them when they complete the book. The secret is making many passes through the manuscript and expanding and extrapolating on the existing content. Each pass through it will become more refined and fused together to create a compelling and fluid reading experience.
When authors are getting ready to launch a book, they must be sure they have laid the groundwork. Too often, authors think that when their book is published, readers flock to it. That may happen if your book is in a genre that already has an established fan base or if you are already well-known as an author. Yet, you still need to build anticipation and excitement for your new book. A great way to do this is by setting up a lead capture funnel. By taking these steps before your book launch, you can ensure that readers are engaged and ready to learn more about what you have to offer. Here’s what authors need to know about setting up their lead capture funnel before launching their book.
A lead capture funnel is designed to engage potential customers or clients to nurture them through the sales process. This funnel consists of different components designed to capture leads and help you engage with your readers before the launch date and beyond. These components can include giveaways, newsletters, special reports, exclusive news about upcoming projects or events, and discounts on future purchases. For authors launching a book, this could mean offering a free copy of the first chapter in exchange for an email address or signing up for
an exclusive newsletter about the upcoming release. Whatever strategy you choose should be tailored towards enticing people who are likely to purchase your book when it is released.
By providing these types of incentives and content, you can start building relationships with potential customers who will purchase your books and other products when they come out in the future. This is especially important for authors who don’t have an established fan base yet or those who haven’t released any books yet, as it allows them to start engaging with people before their official launch date.
Creating a lead capture funnel requires some thought and planning on the part of the author—but luckily, there are tools available that make it easier than ever before. Automation tools allow authors to create newsletters and automated campaigns that keep readers updated with news about their upcoming releases while providing helpful information and resources they can use in their own lives. In addition, authors can leverage social media platforms to spread the word about their books while giving readers access to exclusive content such as behind-the-scenes stories or sneak peeks at chapters from the
upcoming release. Once you have set up your lead capture funnel and started collecting leads, you want to make sure that you are giving them content that they can use and start implementing as soon as possible. This is where nurture campaigns come into play. Nurture campaigns consist of emails sent out at regular intervals (weekly or bi-weekly) that provide useful information, such as tips for self-publishing success or resources for aspiring authors. The goal of these campaigns is not necessarily conversions but rather deepening relationships so readers become more familiar with you as an author and feel like part of a community or network associated with you specifically.
Creating a lead capture funnel before launching your book is key if you want to ensure that readers are engaged and ready when the big day arrives. While having quality content should always be at the front of any author’s mind, having an effective system in place early on will help ensure more people learn about what you’re doing before its release so they can start spreading word-of-mouth advertising which will result in higher sales numbers down the line. Additionally, nurturing these leads through email campaigns will help keep them interested and engaged over time so when the moment does come for them to purchase something from you—they know exactly where to go!
If your relationship with your book has grown stagnant, today is the day you reignite an intimate relationship with your book. You labored over every word and systematically gave birth to a unique creation that ebbed and flowed from your stream of consciousness. Now that your book is out in the world it is time to keep creating. Experts opine that the best way to market your book is to write a second book. If this is a daunting thought, do not dismiss the power of another literary achievement. However, realistically before writing your next book, you need to give your current book the love and attention it needs. Today let’s recommit to giving our brand more love.
Readers are looking for connection. Just like any relationship you need to tend to the needs of your partner. Take a deep look into how you are connecting with your audience. What does your audience need? Does your audience need more attention, more gifts, more words of affirmation? They need to see themselves within your words. You, as an author, have a duty to encourage your brand’s growth. Fall in love with the brand of your book and start tapping into the reason why you were so adamant about becoming an author.
Ask yourself these questions:
What are the demographics of my readers?
How can I captivate them with my unique messaging?
Where do all my new readers hang out?
What can I do to create a relationship with my readers?
And finally, ask yourself, what have you been doing that is no longer serving this book
If you are not consistently connecting with your audience, their attention span will be diverted to a newer and shinier version of your message. If you are not giving your readers what they want, they will look elsewhere. Here are my two favorite ways to connect with the masses and give them the love they deserve.
Have you created merchandise that reflects your brand? Merchandise marketing is a great way to pull apprehensive readers into your ecosystem. Humans, in general, love to be lavished with gifts. A t-shirt, a bookmark, a notebook, or stylized pens are a great tool to capture the heart of prospective readers. The best part is that when your superfans use or wear your fabulous merch they become walking billboards for your brand.
My favorite sites are easy to use and intuitive it terms of design. Play around with them and see which sites are the best fit. Even if it just you and your best gal pal wearing a hoodie with your logo on it, you are increasing brand recognition.
Read a chapter of your book. Record it and send this recording out in a mass email. Remember connecting with your readers through your robust email list is the most effective way to directly target potential customers, clients and future fans of your next book. Reading a book can be a sterile environment, especially when there is no context to the authors mission. Experiment with ways to share your voice and book. I love recording directly to my computer and reading a little excerpt from my
Julie Lokun Bio
book and then placing my MP3 file in an email or on my website. The process of audio recording reminds your audience that you are real. You are a 3 dimensional human on a mission to change their lives.
I know for authors this can be a frightening experience. Remember, that even if your audio is flawed or your voice crackles, perfection is not the objective. Connection is the goal. We as authors have the gift to change the way people think about their lives. We cannot do this if we are in the circular rut of doing the same thing over and over. Add some spice to your marketing campaign and feel the rush of love.
Julie Lokun, JD, is the founder of The Mediacasters, a mission-based company that elevates the visibility of entrepreneurs and creatives through podcasting, publishing, and public speaking. Julie is the author of 4 best-selling entrepreneurial books and hosts three podcasts. Julie writes for Entrepreneur Magazine and is a contributor to MindValley.com
Remember, that even if your audio is flawed or your voice crackles, perfection is not the objective. Connection is the goal.
Book Trailers can be a prime source for a pre-campaign promo. In a world where video is the preferred method of consuming information, a book trailer can be the visual representation of your back cover copy. While back cover copy is designed to be emotional and reel in the reader to purchase and read a book, for a visual learner, the book trailer can be just as powerful if not more powerful to draw readers in.
When creating a book trailer, the first thing to know is that it needs to be short, ideally less than a minute. Most people have a short attention span, so anything longer will not be engaging.
Also, have a dedicated URL to send people to at the end. You can use the URL to forward into Amazon or any other distributor. The URL is important because it will take people directly to where the book is available for purchase instead of making them search for it. The URL also looks much more professional than a long link from the distributor.
Upload to YouTube Every author should have a YouTube channel. This is the free and easy place to start. You can use the YouTube link on other social media platforms as well.
Embed the Video on Your Website But only do this in the upper one-third of your site. The upper one-third will ensure that the book is seen. You only have three seconds for a user to decide whether to stay on your site or not. Make sure that your book is seen in that three seconds!
Add the Trailer to Authorcentral A good publisher will set up and link your Authorcentral profile to your books. Make sure the trailer is part of the author brand.
Social Media Whether your book is coming soon or already out, you can use your YouTube link to promote on other social media platforms. This can also be where you test the creativity by asking opinions on early trailer drafts.
Newsletters Whether you send out a weekly email to your list or use LinkedIn Newsletter, send out your YouTube link and let your followers be the first to see your new trailer.
Social Media Ads It is a proven fact that social media ads get a higher click rate with video. Why not use your trailer or part of your trailer in a targeted ad?
Author Events Run a loop behind your book signing. If you are out speaking about your book, use it as promo material.
Landing Page Use a landing page for the book. If it is not out yet, use the trailer to form an interest email list.
Press Release Want more clicks on your press release? It is a proven fact that including a video in your press release creates more interest. In fact, if you have an entrepreneurial book, 59% of executives will click on the video instead of reading the text.
Quizzes Make the book the thank you page. Potential clients who want to know more about you may click and purchase a book before they upgrade to a service or coaching package.
Free-Shipping Book Funnels A great way to give your book away and provide a low-cost upsell as a companion.
For quizzes, free-shipping book funnels, or anything that uses a landing page, a video at the top of the page will provide instant interest.
Juliet Clark is a six- time author, speaker and podcaster who has spent the last twenty years helping authors, coaches, speakers, and small businesses all over the world build expert audiences.
She started out as a mystery novelist and is best known or her books Gypsy, Granny Heist, and Dead by Dawn, and Pitchslapped. At age 46, she received a black belt in Tae Kwon Do and is an avid hiker and golfer.
Whether your book is coming soon or already out, you can use your YouTube link to promote on other social media platforms.
Everyone dreams of writing a book that has fans clamoring to know you, meet you, work with you, and follow you. But here’s the simple, hard truth: writing a book is nothing like it is in the movies. It’s a lonely journey with very little support. Getting the right guidance is imperative when you write and publish a book that is meant to help your business grow.
Why, you ask. As a book coach/ editor, I’ve had authors come to me and say things like, “But my friends and family loved it.”
You know what that gets you in the world? Crickets.
Readers are not your loved ones. They will be harsh and move on to the next book if you don’t give them what they need. Better to fix all that before you publish, yes?
When it comes to the actual content of your book, there’s only one way to win over readers.
YOU MUST SOLVE A PROBLEM.
And even more than that, you must solve it in a way that empowers them, uplifts them, or otherwise improves their lives.
Let me give you an example. I worked with an entrepreneur author who wanted to write a book that would help her build her business as a financial planner. That’s a good place to start. We all want that.
Her problem was that she was only concerned with herself. The first draft was rife with her stories, her successes, her money, her her her. What. A. Snore.
I explained that, although she should include her personal journey as a part of the introduction, it should by no means be a book about her. Hard, cold truth – no one cares.
Your book’s content needs to be reader-centric, meaning that you address the needs of your readers. In this case, this author needed to refocus her idea on specific ways the reader could attain some financial security. Unfortunately,
in this case, the author did not take my advice.
Years later, I would edit another book with a different financial planner, and what a difference! This author, Sarah Carlson, wrote a completely lovely book titled Facing Financial Fear: 8 Steps to Financial Freedom for Women. This book did two major things: one, it focused specifically on women, and two, it gave a ton of valuable information that women could do right now today to help themselves. The steps are simple and do-able and made the reader feel cared for.
What should be your one takeaway from this? Always remember: the process of writing your book is about you, but the content of the book is about your readers. Keep this in mind from the moment you start planning your book and you will be much more successful.
Connect with me on LinkedIn or Facebook for a free, no pressure conversation about your book project.
Kristy Boyd Johnson is an award-winning children’s author, and has ghostwritten over 30 books for entrepreneurs over the years. She is a sought-after developmental editor and transformational book coach. She recently launched Starseed Journey Retreats because she can’t imagine anything better than being a beautiful location with beautiful people who want to reconnect with their deepest selves through writing.
Leveraging other people’s platforms is a not-so-secret method that authors use to sell more books.
While getting featured on traditional media outlets can be tough if you do not have a publicist pitching for you, you can begin pitching yourself to podcasts in your niche.
Podcasting is an important avenue to explore as an author for several reasons:
1. You get extended time to share your message. While a news clip may last 20 seconds, a podcast can last 20 minutes.
2. It’s more intimate and therefore memorable because you are talking to the listener right in their ears.
3. It’s a new audience of potential readers that you didn’t have to create yourself.
So how do you get yourself booked on a podcast? The first step is to find podcasts that are in alignment with your message. Although Spotify has announced it has 4.4 million podcasts on its platform, less than 4 percent of those are still recording new episodes,
according to Amplifi Media. So make sure shows are accepting guests and that they’re actually still recording.
Once you’ve determined the perfect shows for you to be a guest on, it’s time to craft a compelling email to pitch yourself to the host. You can include information about your book, what you would like to share with their audience, and why you would be a great fit for their show.
Here’s a pro tip: include your social media follower and email marketing subscriber numbers and indicated that you are happy to share the episode with all of them. When the host sees that not only do you have a community of your own but that you are willing to share their show on your platform, that is another draw for the host to book you on the podcast.
Don’t send off the pitch email without attaching what’s called a onesheet. It’s essentially onepage pdf that includes your photo,
bio, and social media accounts, as well as sample speaking topics and questions to ask. Often hosts don’t have a ton of time to prepare questions before they record so when you do some of the heavy lifting for them, you’ll be viewed in a good light.
If you’re wondering what types of shows will suit your book best, it’s time to think outside the box. A show for authors could be a great place to begin but also consider what your book is about, for whom its written, and who it will help. Find shows that cater to those particular listeners to get booked on too.
One more thing, always offer a gift to the podcast listeners. When they download your lead magnet, you’ll have the opportunity to grow your email list with more people who are your ideal readers.
Don’t have a podcast guesting strategy yet? I would love to help. Book a call with me today: contentstrategycall.com
Melanie Herschorn wants to make your book and brand sparkle online. As a content marketing strategist for coaches, consultants, and speakers worldwide, she’s on a mission to support and empower her clients to create clear messaging and content that shines a light on their individual experience, skillset, and books. With her unique combination of entrepreneurship, award-winning journalism and PR experience, Melanie guides her clients to attract and nurture leads and position themselves as industry experts. She also loves to provide book marketing tips on her show, AUTHORity Marketing LIVE!
About six years ago, when I turned video marketer after a double-decade career as a film- and video producer, I kept talking about video production, and I confused the hell out of everyone. I had no clue what video marketing even meant.
Production, or creating the videos themselves, is an important aspect of video marketing. However, as many video marketing beginners learn the hard way, simply creating videos and putting them online does NOT translate to a horde of leads and prospects banging on your door demanding to buy your products or services.
Brands that seemingly come out of nowhere and take the market by storm with wildly successful video campaigns (I’m thinking about the Dollar Shave Club guy), didn’t just get lucky. They started with what all great video marketing campaigns start with, a strategy
But I digress. Back in the day when I was still wrestling with the question, ‘What is video marketing?’, I came up with a framework to help explain (first to myself) and then to my clients, what video marketing really is. The aptly named ‘Video Marketing Framework’ is a good one and we still use it to explain video marketing to our clients.
Here is our pretty, updated version for 2023:
The graphic we created is a circle because every step informs the next. In the end, when we post our videos, how they perform with our audience informs our strategy for the next video, and around we go again.
Also: You can’t skip one video marketing step for another.
Let me say that again: If you want to run an effective video marketing campaign, you can’t skip any of these steps.
My early mistake focusing on production attempted to skip creating a strategy.
1. My early mistake focusing on production attempted to skip creating a strategy. But if you’re not clear on your strategy you might as well not bother with the other four steps. You’re wasting your time. A strategy doesn’t mean 100 hours of thinking about what you want to do, but you at least need to know the following: For whom you’re creating the video (your audience) and what you want them to do when they’re done watching (your call-to-action).
2. If you skip shooting the video, well, then there’s nothing to edit and nothing to post.
3. If you skip editing, which includes adding subtitles, you are wasting the precious 2.7 seconds you have to hook your viewers (yes, that’s how little time you have!). Without captions, 85% of your audience will watch your lips move for a few seconds and then move on. That’s how many people watch videos online with the sound turned off. Give them captions so they can see if they are interested in what you have to say. Otherwise, you guessed it: You’re wasting your time.
But while all of these steps are important, the one that makes the biggest difference in a video marketing campaign’s success is strategy.
After having trained dozens and dozens of coaches, speakers, and authors, I learned one thing (ok, many things):
It’s EASY to teach someone how to shoot and edit a social media video or even a higherend web video. Where most people falter is in creating a solid strategy, planning their content, and staying consistent.
In our future articles, I will talk about video production, as much as it makes sense to do so in a written format, but I will focus much more on the elements of strategy and content creation. Because a solid video marketing strategy can change your business forever,
creating videos without one will only frustrate you and take up your time.
Which part of video marketing are you struggling with the most?
I would legitimately love to help you and answer your video marketing questions: Email me (Nina) at nina@ clockwiseproductions.com or DM me on LinkedIn: https://www. linkedin.com/in/nina-froriep/.
Hi! We’re Robin Friend Stift and Nina Froriep of Clock Wise Productions, a New York City based video marketing company.
We teach authors, speakers, business coaches, and consultants to create easy and impactful video content for LinkedIn so they can enlighten, change, and disrupt the status quo of their industry. And we’re super excited that Juliet asked us to be your video marketing experts for 2023.
Over the next 12 months, we plan on giving you a quick overview of all aspects of video marketing to get your creative juices flowing and to get your most burning video marketing questions answered. AND, to that end we would love to hear from you! Send us a DM on LinkedIn or email Nina: nina@clockwiseproductions. com or DM her on LinkedIn: https://www. linkedin.com/in/nina-froriep/
If you skip shooting the video, well, then there’s nothing to edit and nothing to post.
As an author, it’s important to stay up-to-date on the latest marketing trends. With technology and consumer behavior always changing, there are always new opportunities for authors to explore. Here are some of the most emerging digital marketing trends that you should know about.
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In today’s digital-first world, businesses need to reach their customers where they are – and they are increasingly on their mobile devices. Mobile marketing is now an essential part of a comprehensive marketing campaign as it allows authors to interact with consumers in real-time and personalize the user experience. The rise of mobile has also given rise to new platforms such as geolocation-based ads, and even more time spent on social media platforms. With the continued growth of mobile device usage, these tools will become even more important for providing targeted content that is tailored specifically for each consumer. For authors looking for an edge on the competition, mobile marketing is becoming increasingly essential to maximize conversions and build lasting loyalty among consumers.
In just a few years, video marketing has become one of the most powerful tools for authors. It offers a unique combination of visual appeal, emotional engagement, and even the potential for viral spread. When used correctly, it can be an effective way to capture an audience’s attention and make a lasting impression. Videos are highly versatile – they can be used to present complex ideas quickly and easily, increase brand recognition and awareness, demonstrate products or services, develop relationships with customers and make meaningful connections with them. They can also help establish trust with viewers by providing compelling visual evidence of your knowledge on a certain topic. The possibilities are endless; video marketing is quickly becoming an indispensable part of any successful business strategy. Authors who
The rise of mobile marketing The power of video marketing The growth of content marketing The need for datadriven marketinginvest in quality video content will reap the rewards over time – increased website traffic and boosted sales conversions are only two of the amazing benefits that come with embracing the power of video marketing!
More and more authors are turning to content marketing as an effective way to engage with customers and draw attention to their products and services. Content marketing is the practice of creating valuable, relevant, and consistent content to attract an audience who will hopefully be interested in your offerings. This type of marketing has become increasingly popular over the last few years, as more people recognize its value in reaching new customers without relying on expensive advertising campaigns. Content marketers have developed sophisticated strategies for creating compelling, engaging material that resonates with their target audiences. From recorded webinars and podcast episodes to helpful blog posts and social media campaigns, marketers have a variety of tools at their disposal when it comes to content marketing. As people become more cautious about
how they spend their attention online, content marketing stands out as an effective way to build relationships.
In today’s digital world, data-driven marketing is no longer a nice-to-have — it’s a necessity. With the right datadriven approach, authors can access deeper insights into their audience and use that to create actionable strategies that generate stronger results. Data helps define customer profiles, identify target markets, evaluate customer
service satisfaction levels, and measure success. It can also reveal what channels are most effective for reaching your target audience and where to invest marketing dollars for maximum ROI. Data allows authors to act decisively and make educated decisions based on facts rather than guesswork. Armed with this knowledge, you have the opportunity to sharpen your focus and reach your desired market faster and more cost effectively.
As we move further into the digital age, it’s important to stay up-to-date on the latest trends and technologies so that, as an author, you can continue to thrive. Have you tried using any of these methods in your own marketing strategy? Let me know how I can support you!
International Content Expert Sara Burke is the Founder of HLCC, a content creation firm dedicated to boosting small businesses around the world. Sara has authored three books, and ghostwritten over 100 books, ebooks and workbooks. Sara recently launched The New American Dream, a podcast dedicated to helping business owners understand how our changing business ecosystem can support their success.
Guest interviews are a fantastic way to build authority and social proof for your book. Not only do they help you to attract more relevant readers, but being a guest also helps to show that you are a valued thought leader in your industry. So let’s discuss how to maximize the value from your past and future podcast guest interviews.
Here are my three recommendations for repurposing interviews for guests, and podcast hosts, alike. First, identify what you’re going to share and how you’re going to share it. Second, house your interviews so that they give you the most authority value for the longest period of time. And third, share the interviews so that you continue to expand your audience, and ultimately get more book sales.
The whole point of podcast guesting is to be able to expand your platform and reach a new audience through someone else’s show. But the real value is not in how big an audience a show has, but how active that audience is and how well the host expands her audience by promoting your interview again and again.
So what happens if the host is not doing enough to promote their own show and therefore not enough to promote your interview, you, or your book? How can we repurpose the interview with our own audience and with the industry press to our own advantage?
Nine times out of ten when I do an interview on someone else’s show, they give me nothing but the link to the audio version of it on Spotify or Apple Podcasts, or sometimes, they’ll give me their hosting company’s link. But I don’t want to share Apple or Spotify - they have enough money to promote themselves. I don’t want to share a hosting
company page either because it is an unprofessional duplicate of the podcast listening app.
I want to share and tag the person who had me on their show because my reason for guesting on their show was that I wanted to appear side by side with them and create a higher authority value, an authority exchange between the two of us. If they send me an email with the wrong share links, I go and try to find their blog and social channels on my own. I have to do more work when the host does not have their professional act together, but it is worth the resulting authority value.
Many podcast hosts also fail to give you video clips (memes), audiograms, graphic quotes or other content to use to share the show. Be prepared to create your own if theirs is non-existent or not professional enough. It makes all the difference in capturing attention for your interview.
Now, let’s talk about embedding. At the end of the day, the next thing I want to do is create more power in my website to promote myself and attract traffic. The proper way to do this is to make sure that you are putting all podcast interviews into both your blog and your press page, in a link and a post.
We also like to use the Podetize® ShowCastR player to put all of our guest interviews into our website in one place. It makes it easy for someone to listen to more than one and creates an easy ability for them to go from listening to buying all in place too.
Your website blog is going to give you the most long-term relevance and search-ability, but social media is essential to getting new ears and eyes too. So, the third thing that I want to highlight is where you can share interviews to grow your readership and engage in conversation.
For that, I recommend picking one social media channel first, and make it that the place where you’re most likely to have the biggest impact, not just to gain readers, but to the maximize the results you want from your book sales too - maybe it is more clients, more product sales, or building a community or movement. Reaching the rightfit audience is the most effective tactic so choose your social channel wisely.
Example: If your goal is more readers, TikTok may be too shortformat attention span for that. But if your goal is more coaching clients, sharing valuable soundbites and tips from your guest interviews might attract someone to listen to the whole podcast interview and then decide that reading your book and/or joining your coaching program is worth it.
Using these guest interviews in the social channel to get the most effective value for your time spent is more important than being everywhere. Plus once you have your messaging dialed in, styled, and converting, then you can always reshare on other social channels without a lot more work.
This is how we effectively use podcast guest interviews to boost our social power, to promote our books, and to create a higher industry authority level. Remember, it’s never too late to repurpose and reuse, even if it was an interview from a year ago.
Tracy Hazzard is a seasoned media expert with over 2600 interviews from articles in Authority Magazine, BuzzFeed, and her Inc. Magazine column; and from her multiple topranked videocasts and podcasts like The Binge Factor and Feed Your Brand – one of CIO’s Top 26 Entrepreneur Podcasts. Tracy brings diverse views from what works and what doesn’t work in marketing, branding and media from thought leaders and industry icons redefining success around the globe. Tracy’s unique gift to the podcasting, marketing, and branding world is being able to identify that unique binge-able factor – the thing that makes people come back again and again, listen actively, share as raving fans, and buy everything you have to sell.
Author Visibility trAining with Juliet ClArk
Award-Winning Podcaster, Seven- Time Author, and Bestselling Publisher
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