Power Your Podcast: Key Guesting and Marketing Tips! with Kamie Lehmann

You can find Kamie Lehmann at
Website: https://kamielehmann.com/

#KrisWard
#PodcastGuestingTips
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Kamie Lehmann Podcast Transcription

[00:00:00] Kris Ward: Hey everyone. Welcome to another episode of Win The Hour, Win The Day I am your host, Kris Ward, and today in the house, we have Kamie Lehman, and she’s going to talk to us about guesting as a podcast and all the funds and trials and tribulations and all the things that you can do to be a guest and to leverage that, that activity for lack of better word. Welcome to the show. Kamie.

[00:00:24] Kamie Lehmann: Thank you. Thank you, Kris. It’s so great to be here with you today.

[00:00:28] Kris Ward: Okay, Kamie, let’s get started. What do you want us to know about guesting on podcasts?

[00:00:33] Kamie Lehmann: Oh my gosh, it is the answer to your marketing situation. So I recommend podcast guesting to anyone who is an entrepreneur service based business, small business owner. It has turned out that podcast guesting and just podcast marketing in general has become the number one preferred way for business owners. Yes. And entrepreneurs to promote their business, to scale and to attract their ideal clients. And I’m so passionate about talking about that and teaching others how they can do the same.

[00:01:13] Kris Ward: It is a lot of fun. I do a lot of guesting myself and not only is it fun, but man, you really do have meaty conversations with people. And I really truly feel like I have a real relationship with that person after I’m on the show. Like we had an in depth conversation for 20, 30 minutes, and that just doesn’t happen.

[00:01:30] I’m sorry, I’m a very flawed human being, but when you send me some generic thing that says, let’s collaborate, let’s hop on a virtual coffee, I’m like, I don’t even know you. And maybe you are fantastic, but why are we meeting? I don’t have enough, I’m certainly not grinding it out like everybody else.

[00:01:46] Cause that’s what we do. We help you get 25 hours back a week within the first month of working with us. However, Anytime I have that extra is going to be spent with my friends or family or doing fun stuff, not someone I don’t know. So this I do think is a fantastic opportunity really to broaden your network and meet interesting people like yourself and also get yourself out there. So how does, where do you think we should start?

[00:02:10] Kamie Lehmann: Yeah. So let’s start with what do you do? Who is this for? I have not in the last four years found any person that had any business that wasn’t appropriate for podcasting and a way to attract your ideal clients. I even listened to a former porn star podcast episode that was pitched to me.

[00:02:30] Even porn stars are marketing themselves. So I don’t know what you’re going to say is what your business is, but I’m telling you from A to Z, I haven’t seen one yet that wasn’t a value and it’s, it can be, if you do it right, it can be magical, like a unicorn. And so let’s talk a little bit about that.

[00:02:50] First of all. If you have never spoken or guessed on a podcast, then you definitely wanna start with what is your expert zone of genius, right? What is, and here’s the thing. So many people say, oh, I’m an expert in so many things. Yes, but what are you selling? What are you selling? Because…

[00:03:08] Kris Ward: okay, I have to jump in here. Can I jump in here?

[00:03:10] Kamie Lehmann: Do it. Yes.

[00:03:11] Kris Ward: So I’m, we have amazing guests, so my filter to get through my show. It’s pretty tight. That’s fine. Now, occasionally I might bump into someone. I connected with someone on LinkedIn and she really impressed me. So we started chatting and she wanted to be in my show and I’m like, okay, now here’s the thing what people don’t understand.

[00:03:27] I really want to nail this down. So in this case, she was a copywriter. And she showed up and she says I started doing I’m doing really well. I’m new to LinkedIn, but I’m doing really well. I could talk about that. Oh, people really like how I do. And she started listing all this backend stuff that she does in her business.

[00:03:43] I’m like, that’s not what you’re an expert in. What do you want to sell? If you, why am I going to have you as a copywriter on top of that, may I add to your point is if you’re a copywriter, what is different about your approach to copywriting? Why am I going to have you on the show versus the other?

[00:03:59] 100, 000 copywriters, right? So there’s that, but don’t come on my show. So I tried to explain to her. I said, listen, if you’re somebody that’s a huge influencer and now people have been following you, then they want to know, Oh my gosh, you, you’re amazing at teaching sales. I learned from you, but now you’re teaching us how you reach more people on LinkedIn because your bandwidth and people want to start seeing behind the scenes.

[00:04:21] But when you just show up and say, Oh, I can teach you about LinkedIn. I can teach you how to do this. No, this isn’t a flea market. What are you an expert in?

[00:04:29] Kamie Lehmann: Yes. And what are you selling? If I go to your website what am I, what can I pay you for right now? And if that’s not there, then you should not be talking about that on a podcast.

[00:04:39] And so we’re not experts. We all know how to do a lot of things, but what are you selling? So that is the thing. And so that’s the biggest thing. And then. What is the messaging? How can you tell a story on a podcast that leads people back to what you’re selling, right? So what kind of stories can you be talking about?

[00:04:58] What kind of background can you be giving and what kind of examples of impact and transformation have you given to clients that is what you’re selling on your. Website today because they all need to be in alignment so that when someone hears you on that podcast, they can click the link in the show notes, go right to your website and hit, buy, sign up, join today. Save a seat.

[00:05:22] Kris Ward: And also I’m so passionate about this. So good luck to you getting a word in. But anyhow, the other thing I would say is also know a little bit about the show. So sometimes I’ll get pitched and then people will say, Oh, I don’t know. Oh, you got to hear about 47 different ways. I was traumatized by my wretched childhood, but yet I turned my business around.

[00:05:40] I’m like, that is not my show. I’m, and I say, listen, I’m like, I’m not saying it’s not interesting, or I might not listen to it in another podcast. That’s not what my audience wants. We are quick, tangible takeaways. We get to it. So you do have to know. The realm of who you’re pitching.

[00:05:55] Kamie Lehmann: We’re getting there. We’re getting there first. We got to get our message together. It needs to be in alignment with what we’re an expert in and what we’re selling on our website and the transformation we’re making. And then we need to put together our one sheet. Now I have to tell you this as a podcast host after four years and over 200 episodes, if you send me an eight page media kit, it’s an automatic.

[00:06:19] No, I do not have the bandwidth to research and go through eight pages of media. I want a one sheet. If you send me a one sheet, I can say yes or no. And a lot of times I say yes. And that one sheet is what you need to do next. So once you have your topics defined and you know what you’re selling and your website is cleaned up and ready to go, you need to put together a one sheet with a professional photo of yourself.

[00:06:45] And and this is where the pitch comes in. So as you’re referring to, you need to put that by short bio, short 50 to 75 word. Yeah. At the most. I don’t want to know what you did since you were five. We want to have that professional headshot. Then we want to have three to five topics. Again, back to you’re an expert on them and you’re selling them on your website right now.

[00:07:09] And then you also want to include your social media links. I know for you, probably the same for me. When someone pitches me as a guest, the first thing we do is go to their social media. We check out their followers. We want to make sure, and this is the key here, we want to make sure that they share the same target audience that we share without competition.

[00:07:29] Meaning, I’m not looking for someone that does exactly what I do, but I’m looking for someone who serves my target audience and does something else. So we’re not, we’re collaborating. We’re not competitors.

[00:07:44] Kris Ward: And also then when I hop on your LinkedIn or wherever I go check, it shows me a lot of your personality and also that you’re active.

[00:07:51] So if I see a LinkedIn that you haven’t been there, you In three months, I’m like, Oh, they’re not going to be very good at promoting my show. They’re not even on the socials.

[00:07:58] Kamie Lehmann: That’s the thing. And a lot of times in the pitch, I find the same thing. We go back and look, and then I’ll have to go back to the agent.

[00:08:04] Cause all of my guests come through agents. And I say, listen, is this a new podcaster? Because we went back 12 months and haven’t seen one episode. Advertised on their social media about them guesting on a show. They have their own show and they’re always promoting their own show. And that is not what makes a great guest.

[00:08:24] So we’re just getting to put all this up front. So you want to make sure you have the one sheet. It should have your bio, your headshot, your three to five topics and your social media links. And of course, if you’ve been on some powerful shows, Add some links to the pitch that say, here’s some of the shows that I’ve recently guessed it on.

[00:08:43] So we can go back and listen, make sure we can have a good conversation and we know what we’re saying yes to. So those are some of the tips. And then of course, it’s where do you find the shows? What show should you be on? You already touched on this. They want to talk about their teenage childhood. And you’re like, that’s not what we talk about on our show.

[00:09:01] No, it’s not. If you want that, go find those trauma shows, right? But so that’s the key. So how do you find the right shows? The first thing you want to do is find the top 1 percent of all the shows in the category that you’re in. So if you’re speaking to business, entrepreneur, marketing, Then you want to go find those top 1 percent shows in those categories.

[00:09:25] If you’re not sure, look at who your competitors are that you highly respect and go find what shows they’re on and then go pitch those shows, because that’s going to tell you’re all doing the same thing. You’re serving the same clients. And that is really how you can target and really reach in and pluck your ideal client out of a crowd.

[00:09:45] And I’m going to give you an example of this. I did an episode with. I love this coach. She’s amazing. We, she was on my show. I was on her show. Her name is Sierra. I did a episode with Sierra on her show and a bunch of people came to me and said, Oh my gosh, I heard your episode with Sierra and I need to work with you.

[00:10:06] Okay. Boom. Okay. Nailed it. I nailed it because it was the right audience. It was Sierra and I were a perfect fit. We share the same ideal clients, but we do two different things. She coaches and I launched our podcast. And so that’s how you can, that’s how you want it to be. And when you get that right and you have the right message in front of the right people at the right time. That’s when the magic happens.

[00:10:33] Kris Ward: And to your point, like you can stretch that, like I’ve definitely been on shows that totally focused on marketing, but I’m like, Hey, your marketers need time to market. And I help them get 25 hours back a week within the first month of working with us. So I can lean into that.

[00:10:49] So it doesn’t have to be exactly, it just has to be like, you know what, within lean into their bigger, broader messaging.

[00:10:56] Kamie Lehmann: It needs to make sense. It needs to be a collaboration where we’re sharing the same ideal clients. So that’s basically the long and short of it. And then the whole pitch, right?

[00:11:06] Which a lot of people hate to use the word pitch especially the professional agents. They want to use the word introduction or collaboration, but the bottom line for you and me is people are pitching all day long. And so that’s so important. So you want to put together a very professional written.

[00:11:23] Reach out like some sort of introduction letter. Your one sheet should only be one sheet, not front and back, not two sheets. It’s one sheet. And your pitch should just be a couple of short paragraphs and it should include one. What? How did you find them? I came across your show and I was so impressed with this episode with Kris Ward where she talked about yada yada, and I even left a five star rating and review because I was so impressed.

[00:11:54] So you want to go find the show. Listen to an episode, leave a rating and review and then go reach out to the owner of that show and say, Hey, this is why I’m reaching out. I resonated with this episode. I loved it. I left you a 5 star rating review, and I would love to tell you the value that I could bring

[00:12:15] to your listeners, your audience, your show. And that’s, now let me jump in. I do tend to myself. I send a video pitch instead. I love your pitches. Yes.

[00:12:25] Kris Ward: Thank you. Now the other thing though, I have received pitches from people and it’s I really whatever. I loved your show. And then in brackets said blank, fill in the name of the show.

[00:12:36] I’ve seen that. They have they’re using a template and then they forgot to fill it in. So I would also say. You know what? We get pretty wise to the templates and some of these things come off pretty insincere when we just know that everyone’s getting that. So I think if you’re going to make a pitch and go all in and make it sincere.

[00:12:55] Like I, I’m all about saving time, but I would argue that sometimes saving time is one offing something and making it sincere.

[00:13:01] Kamie Lehmann: I agree. I’ve had people do that and I’ve had them call me the wrong name or have the wrong show name. You know what? That’s an automatic no. I never look at it again. I hit delete and I don’t respond because that’s not the quality that I want to introduce to my audience.

[00:13:17] Yeah. This is a reflection of both of us. When we are collaborating together, we need to make sure we want to share the screen with the other person, right? It takes a lot of research and things to make sure that you’re bringing on reputable people, because when people Google search your name and you come up with somebody who’s not reputable, that knocks you down a few pegs and people.

[00:13:39] Kris Ward: That’s a really good point.

[00:13:40] I want to highlight that. That’s a really good point. To your point, I feel like, Hey, I’ve had some really stellar guests, high end, influencers on my show. And that gives me leverage when I want somebody else. I’m like, listen, you’d be in good company. Kevin Harrington, original shark from shark tank, James Melinchik, ABC secret millionaires, all this stuff.

[00:13:57] But you are right. Then once I’m on somebody’s show, I am paired with them. When you do a Google search, my face is going to come up with theirs because I was on their show. So we are now bonded forever. I never really thought of, I think of that I know people tell me all the time I over deliver as a guest.

[00:14:13] But I never, and I am selective on who’s on my show, but you’re right. When you make that, we’re all judged by our, like high school. Yeah. By our association. That’s a really good point. Yeah.

[00:14:23] Kamie Lehmann: Yes. And I teach that. This is so important because this knocks into your integrity and it gives people, we never want to give people a reason to doubt, right?

[00:14:33] But it’s true. Back in the day, they didn’t have Google and everything wasn’t public, but now it’s public and you can’t make it go away. So if you make a bad choice, you’re stuck with it. And then you have to ask yourself, do I want to share the screen? Do I want my face to pop up with that other person’s face?

[00:14:50] And sometimes, unfortunately, the answer is no, and you have to not go there. But as a guest, you also need to do your research on the show, on the host. And listen to the conversations because it could work the other way, too. So either way, whether you’re a host or a guest, this is so important. And so in that pitch, you want to tell them what value you can bring to them.

[00:15:12] You want to share some links of some recent episodes that you guessed it on, that you felt were your most powerful messages and most powerful work. And of course, You want to offer them something so I love it when someone comes and pitches to me and they offer and I have this free quiz that I want to give to all of your listeners.

[00:15:31] Oh my gosh, bring that freebie. Let’s have immediate results. So these are the things you want to be doing as you’re pitching yourself as a guest. If you’re brand new and you’re really nervous, then you might even on your one sheet include a couple of opening questions if you’re like, Oh my gosh, I can’t study for this pop quiz, right?

[00:15:50] I don’t know what they’re going to ask me. Then you can give them some opening questions and that will help you ease into it. But I love podcasting.

[00:15:57] Kris Ward: Let me jump in here for a second too. Yes.

[00:15:59] When I wrote my book, when the hour in the day, and then I started doing my pitches. And the first pitch I sent out was to the read to lead.

[00:16:06] And it was really high end podcast and Jeff Brown is amazing. And he had New York times bestseller kind of thing. So my goal, I had this pitch list. My goal honestly, was just to see if I could get him to open my email. Millionaires. Did I think he was like, he opened, he responded and he said, yeah, let’s do it because of the video pitch I sent him.

[00:16:26] And I was like oh, that was not, I didn’t no, you don’t understand. I just was hoping I would have seen it as success if you opened the email and said, no, thank you. Like I was like a rejection letter. I got him to open it. We’re done. Thank you. So I was a little nervous about that, even though I’m used to being on stage as a paid speaker, all this other stuff, but now you’re right.

[00:16:45] It’s very different. Audio, right? So what I would like to pass on to people that I think is very helpful, it is a conversation. It’s not a presentation as we go back and forth. If I fumble word or step on your words or you mess something up, or we even forget where we are in the conversation. To that point, people tell me all the time when they listen to this podcast that they feel like they’re sitting in the room with me having a conversation.

[00:17:07] So when you are guesting, it doesn’t have to be so polished like everything else, like a one minute video. It can be flawed. And that just lets people get to know you.

[00:17:17] Kamie Lehmann: It should be flawed. If you go back and listen to my first 10 episodes on my podcast, you’ll see the growth journey, right? And I think yours is probably the same way.

[00:17:27] We’re not perfect. And we, and you know what people can’t, they can’t compare to perfect. If you show up that way, Then peep, you’re untouchable and no, no one’s going to connect with you. So not in any way. Are we saying that, but we are also saying you want to be presented, professional, be on top of your game and sound and look like the expert that you are.

[00:17:48] And I think that those are the most important things and, Podcasting has grown so much in the last four years. Back in 2019, there was 850, 000. And now four years later, there’s over 3 million podcasts. People are podcasting about dinosaurs dogs, and murder mysteries.

[00:18:04] Kris Ward: And do you know what? When I was talked into starting my podcast, I was thinking. And it was four years ago, like yourself, right? We came up together. And I remember thinking, listen, does the world need another podcast? I thought I was done. The game was over. I was like, no, it’s all done. There’s enough podcasts out there.

[00:18:22] And so I thought it was really late to the game. And here we are like for, I’m almost at five years now. This is crazy, but I thought it was over with.

[00:18:30] Kamie Lehmann: We are the game, right? It has only just begun and it is getting bigger. And even today, there was an announcement that from Podmatch that was talking about how this age group from 18 to 44 is now leaning towards podcasts more than TV or anything else, right? This is where they are now.

[00:18:50] Kris Ward: And I can’t. I cannot tell you. This is gonna sound horrible. People are shocked. But this, I cannot tell you the last time I heard a song, because if I’m in the car anywhere, I wanna hear a pod. I have podcasts for, this is my podcast for driving when I need my brain to relax.

[00:19:04] This is my pod. Like I have podcasts for every activity de depending on sort of my level of engagement. But who knows what they’re, I have no concept of music right now.

[00:19:14] Kamie Lehmann: Yeah, I listen. I agree. I have my 3 a. m. in the morning podcast. If I happen to wake up and I’m like, this is the one I put on.

[00:19:21] It’s very calming and I can listen to it, but it’s not waking me up or getting me fired up. I love them. And then the other part of this is podcast advertising. So while we’re talking to entrepreneurs and small business owners, there’s, the P I just wrote this in my book. I’m a collaborator in a book called heart centered marketing, and I have the only chapter on podcasting.

[00:19:42] It just was released. And we talk about podcast advertising that people trust and buy from podcast ads more than TV or radio or magazines. Yes this right now, 2020.

[00:19:59] Kris Ward: I’m not going to lie. I am sleeping on a Casper bed. And where did you hear from that advertisement?

[00:20:05] Kamie Lehmann: Yes. And then there’s this other stuff called mine magic.

[00:20:08] I ordered that from a podcast. Yeah. There’s just so much going on. And that, so there’s this no and trust factor that is coming in hot and heavy right now. If because if you’re listening to a podcast, you already trust the host of the show and you trust the messages they bring and you’re following that person, you’ve already got the no and trust.

[00:20:29] And then when they bring an advertiser onto that show, all of that community that already knows likes and trust them are going to go with that. with that. There’s no doubt. So podcast advertising is huge to both sides of it. So as a host, you can, have sponsors come in and pay you to advertise.

[00:20:49] And as a guest with a business, you can go pursue the podcast host that has the shows that share the ideal clients that you share, and you can. Advertise and pay to have advertisements on their shows.

[00:21:04] Kris Ward: You make it sound so exciting. If I want to go do podcasts, but I’m doing one right now.

[00:21:08] Kamie Lehmann: I got to go, right? Yeah. I got to get on this. I know. I know. And so that’s really what’s going on. And so all of this, these marketing, big PR companies are talking about this now, and that’s why it’s great for you. Even if you don’t have your own show, Be a guest on a show, be consistent every single week. If you could get yourself 152 shows a year, oh my gosh, it will change the face of your business after the first. Six, I would say people see that consistency and then that last part of it is…

[00:21:44] Kris Ward: let me jump in if I can. And also the social proof that then when somebody keys in your name, it comes up that you’re in all these shows and then just Oh, this is a person that people are listening to. So just that boom, filling up your…

[00:21:55] Kamie Lehmann: yeah, a hundred percent. And it’s all over your social media, but it is also all over Google. I have friends that are guests. They don’t have shows, and they made a Spotify playlist of every podcast episode they did and they share. That’s a great idea. One link on their website. So when you make their website…

[00:22:12] Kris Ward: my God, everybody stop. Pull the car over. Hold on.

[00:22:15] Kamie Lehmann: It’s ridiculous.

[00:22:16] Kris Ward: Spotify playlist.

[00:22:18] Kamie Lehmann: It’s Spotify. You make a playlist.

[00:22:19] Kris Ward: Oh my gosh.

[00:22:20] Kamie Lehmann: As a guest and you put your, every episode you’ve. Guested on in this link and they can go right to Spotify to your link and they can listen to you everything you’ve ever talked about. Now, here’s the scary part.

[00:22:33] Make sure you’re talking about what you’re an expert in. Don’t be that jack of all trades, master of none. Make sure it’s what you are selling on your website because people will go listen, then they’re evergreen. So you don’t want to be wishy washy. You want to be very clear in your message, very clear in your instruction, and then get them.

[00:22:51] Get them to that place. Oh my gosh. It elevates you just like a book. Elevate you being an author, being a podcast guest is going to elevate you as the expert. When people are looking to do business with three different people, they’re going to want the one who’s the most visible, the most discoverable, the most well respected in the business world.

[00:23:13] Kris Ward: And they’re going to remember you because you chatted with them. For 20, 30 minutes versus somebody else that they saw in the scroll, right?

[00:23:19] Kamie Lehmann: Yes. And the thing is they have questions, they want to go deeper, they want to connect with you. And so you want to make that easy for them to do.

[00:23:27] Kris Ward: I definitely had calls with the clients that I deal with.

[00:23:30] So many of them look good on paper and they’ve been in business five, 10 years, but they’re still working way too many hours for where they are at this point in their journey and how many shows I’ve gotten off. And they’re like, Hey, Kris, can I talk to you for a minute? Now that you’re mentioning all these things where once I keep thinking, once I get past this next thing, things will be different.

[00:23:47] I resonated with what you said in the show and they become clients. So it is pretty spectacular. Oh my gosh. We could talk to you all day, Cami. We just have a couple minutes left. What’s the last thing that we need to know about podcast guesting?

[00:23:59] Kamie Lehmann: Oh my gosh, what you just said, when you do podcast guesting, you are not only elevating yourself and also dipping into all those other communities, but you’re also having that opportunity for doing advertising.

[00:24:13] You’re also drawing people to you for the business that you are selling. So you’re monetizing in so many ways. One is through what you just said, that business model where they say, Oh my gosh, I resonated with everything and I need your help. Now you have a new client. It works for me the same way.

[00:24:30] I have a guest and they, we get done the interview and she will say to me, Oh my gosh, I think I need to have my own podcast. And then she signs up for my course. So like the monetization is ridiculous. And I think the last thing, and one of the bigger things that people are doing right now is affiliates.

[00:24:45] And JVs and podcasting is huge for affiliates because if you offer an affiliate and you’re podcasting on the right shows, and you’re sharing those affiliate links in the in the show notes, yes, then the host is getting a kickback. And, oh, is that a beautiful thing that you’re actually honoring the host for bringing you all of these prospects that need what you want, what you have to offer and they want it.

[00:25:12] And so It is a machine and that’s how it goes and you can use all of it or you can take and pick what you like, but the opportunity is endless.

[00:25:23] Kris Ward: Excellent. All right. Everyone share this with a business buddy. Don’t have them just banging around, not knowing what to do by themselves. Share it with one business buddy at least. And Kamie, where can we find more of your excellence?

[00:25:34] Kamie Lehmann: Ah, thank you. So Kamielehmann.Com, that’s my website. Everything I do is right there.

[00:25:40] Kris Ward: Okay. We’ll make sure that’s in the show notes and everybody else. We will see you in the next episode. Thanks again, Kamie.

[00:25:46] Kamie Lehmann: Thank you, Kris.