So you are a small podcast booking agency trying hard to book your guests on top level podcasts. But... you notice that either you are getting poor or no responses and your email are just disappearing into the ether. The truth is that inexperienced podcast booking agencies can inadvertently irritate potential hosts through several common missteps. 

The growth of new and inexperienced podcast booking agencies is a notable trend in the industry. Here's a quick analysis of this phenomenon.

Rising Numbers of New Agencies: The podcast industry has seen a significant surge in recent years, with more shows and listeners than ever before. This growth has created opportunities for new businesses, including podcast booking agencies. Many entrepreneurs see this as a low-barrier entry point into the media industry.

Challenges Faced by Inexperienced Agencies:

- Lack of Established Relationships: New agencies often struggle to build connections with popular podcasts and hosts, which is crucial for successful placements.

- Limited Understanding of Industry Nuances: Without experience, these agencies may not fully grasp the intricacies of podcast guest matching and the importance of personalized pitches.

- Oversaturation of the Market: As more agencies enter the field, it becomes harder to stand out and provide unique value to both clients and podcast hosts.

- Quality Control Issues: Inexperienced agencies might not have robust vetting processes for guests or shows, potentially leading to mismatches.

Impact on the Podcast Ecosystem

- Increased Noise: More agencies mean more pitches, which can overwhelm podcast hosts and potentially lead to lower response rates.

- Varying Quality of Guests: While some new agencies might discover fresh talent, others might attempt to push unprepared or unsuitable guests onto shows.

Advice for Potential Podcast Guests 

- Due Diligence: While the podcast booking industry is rapidly expanding with many new players, it's still crucial to research an agency's background before engaging their services. Look for any available track record, client testimonials, or case studies. Keep in mind that even newer agencies may have valuable connections or fresh approaches. The key is to assess their understanding of the podcast landscape and their commitment to ethical practices. Engage in direct conversations with the agency to gauge their knowledge, professionalism, and alignment with your goals. Remember, while many agencies genuinely aim to make beneficial placements, it's your responsibility to ensure they have the capability and integrity to represent you effectively in this dynamic industry.

Focus on Personalization: Whether working with an agency or not, ensure pitches are tailored to each podcast. Here are some key tips for effectively personalizing your podcast pitch for different shows:

Listen to several recent episodes of the podcast. Take note of:

  1. Research the host(s) and show:
  2. Identify a specific angle or topic that aligns with the show but offers a fresh perspective. Reference past episodes and explain how your proposed topic builds on or complements them.
  3. Highlight why you're uniquely qualified to speak on this topic for their specific audience. Explain the value and insights you can provide.
  4. Mention something specific you enjoyed about a recent episode. Be genuine in your praise.
  5. Explain why you're interested in their show specifically. What drew you to want to be a guest?
  6. If possible, find a personal connection or shared interest with the host to mention.
  7. Tailor your tone and language to match the style of the show (e.g. more casual vs. formal).
  8. Offer ideas for engaging their audience, like a special download, quiz, or challenge related to your topic.
  9. Suggest 2-3 specific talking points or questions the host could ask you that would be valuable for their listeners.

The key is showing you've done your homework and can offer unique value to their specific audience. Avoid generic pitches that could apply to any podcast. Make it clear why you're a great fit for their show in particular.

  • Read their bio/about page
  • Check out their social media profiles
  • Look for any recent news or accomplishments
  • The host's style and personality
  • Common themes and topics covered
  • The format and structure of episodes
  • Types of guests they typically have on

- Build Direct Relationships: Podcasters and guests alike can benefit from networking directly within the industry.

- Quality Over Quantity: Prioritize finding the right fit rather than aiming for a high number of bookings.

And then there is this... 

Here are some surefire ways to annoy a podcast host.

Sending Generic, Copy-and-Paste Emails

Generic emails are easily ignored and I know we touched on this a bit earlier but it definitely bears repeating. One of the quickest ways to irritate a podcast host is by sending a generic email that feels like a mass mailing. Hosts appreciate personalized outreach that shows you’ve done your homework about their show and understand their audience.

Ignoring Follow-Up Etiquette 

Finally, poor follow-up etiquette can lead to irritation. If an agency sends multiple follow-ups without giving hosts adequate time to respond, it can come off as pushy. It’s essential for agencies to be respectful of hosts' schedules and allow them time to consider the pitch before following up.

Avoid Recycling Email Threads: (This drives me nuts, wastes my time and will ultimately get you blocked in my email client.)

One of the biggest pet peeves for podcast hosts (ME!) is when agencies recycle email threads by keeping the original string going while adding new podcast guests. This practice is unacceptable as it creates confusion for the recipient, suggests a lack of effort in tailoring your pitch, exposes previous conversations to new parties, and ultimately gives an impression of disorganization.

This is a significant time waster for me, and while I will inform the agency how to address this issue out of courtesy, I may only remind them a second time if necessary. It’s astonishing how often this needs to be pointed out. However, let me be clear: there will not be a third reminder. By that point, I’m done, and there are plenty of others vying for my attention who manage to do it beautifully. Don’t risk irritating me or any podcast host —start a fresh email thread for each new guest pitch. This simple change will ensure clarity in your communication, demonstrate professionalism, respect the privacy of all parties involved, and allow me to easily reference and organize guest proposals.