How to Get Booked on Podcasts: The New LinkedIn Strategy

I've done so many programs on LinkedIn for you guys. This one, I really think if you guys embrace this will have such an impact. I have grown so much business by being found as being a guest on podcasts. And my guests on podcasts have come back to me and said thank you for the exposure. I. I've gotten opportunities. So I decided after long talks with our friend Gerhard to put a program together for you. And this is the first time I'm teaching it. So buckle up because you know, who knows what we're going to get. So welcome to how to get booked on podcast. I am Bryn Tilman. The one thing I always promise you is you get the deck. So go ahead and either scan the QR code or go to socialsaleslink.com sl sales3. When you do, I'll go in social sales link.com sales3 you will come to this lovely screen that will load for you and then right here on the left hand side, you can download it. Why do you want to do that? Because we've got lots of fun little AI prompts that you'll be able to use. I'm also going to recommend that you take some screenshots today and you'll see. I'm going to. I'm going to take screenshots of some of these prompts and show you how I use it. And for that I might use ChatGPT. And I'm also going to show a little Gemini trick as well.

So what's our goal? To get booked as a guest on targeted podcasts, bring value to other people's audiences and drive new opportunities.

Okay, one page on the mindset, because this is so important and I've seen lots of people lose opportunities because of the wrong mindset. So the mindset shift, right? You are going on. Not as a publicity stunt, not with. I am going on to sell my stuff. Like, I occasionally had a guest that comes in and all they talk about is how they help their clients. We do not want to show up like that. The way that we want to show up is actually helping them, bringing them value and earning the right for them to want to work with you. This is not an opportunity to pitch. This is an opportunity to share your credibility. The goal is to earn the right, not to sell the earn the right. Be the teacher, not the commercial. Focus on shared audience value and measure success by relationships and visibility, not just the leads that you get out of it. Okay, we're going to jump right into the meat. How do we find the right podcast for you? I don't know about you, but I have probably 15 to 18 ish podcasts that are always feeding in that I've subscribed to. Most of them are sales related, right? Most of them are, some are marketing, so I'll share. Sometimes I cross over to the dark side, but mostly their sales, right. And so, but I'm limited to those, right? Those are the ones I know. So if we want to be guests, well, clearly we want to be a guest on the podcast we listen to, but we also want to think about being a guest on all the ones we haven't heard yet. Side note, listen before you reach out. Okay, so how do we find them? The first thing we're going to talk about is using LinkedIn. I can never do this without searching LinkedIn. And in LinkedIn we are going to search the topic that you represent and podcast host. So if you sell telephone systems, it would be telephone systems or communications and podcast host, right. I don't know if anyone still sells those. I think that was an example I used in 1985. But hey, you know, it works. So whatever it is that you, you're the topic that you will be speaking about. For me it would be sales or social selling or LinkedIn for sales, right? Think about what are the topic, what is the topic or topics that you speak about. Then you're going to go in and I'm going to show you these are the steps. You can have this for the steps, but let's go live and just do this. So I'm going to come into LinkedIn. Now some of you may have the new search bar which is AI enabled and it will say I'm looking for. If you have this, you're going to see what I see. And if you don't have it, you're going to have an older version, but it still is going to work very similarly. But the older version has an extra bonus filter that they took away and replaced with AI. So that said so topic and podcast host. So if I went, I'm going to do sales.

And. And then because podcast host is in quotation marks and quotation marks is two words, right? If I just did podcast, you might get all guests and not hosts. So I want sales and podcast host. Podcast host needs to be in quotation marks or wolf pull up if they are a host at a restaurant or they are a podcast guest, right? So podcast host, when it's in quotation marks, it's looking for those two words together. Now if I wanted to do sales or marketing, I would do sales or marketing. And I'd actually group that together because it's considered a Boolean search or a mathematical equation where you do everything in the parentheses first. So this is sales or marketing and podcast host. Now if you go and try this and it breaks, it probably breaks because either you did not use the parentheses or your or and and is lowercase. So we want to make sure our ors and our ands and if we use nots, they are capitalized and I go ahead and I hit enter. This is going to bring up a ton of stuff, but I am now going to click on people because that's what I'm looking for. I'm looking for people that I.

That are podcast hosts. Now, for me, I'm going to start with my first degree connections because these are people that may already be aware of me. They've seen my content, it's not brand new. And if you go down to the bottom, you will see there's about 10 per page. The last one may have 7 or 8, but 10 per page, I have at least 100 that are coming up. So these are people that I can reach out to. And I'm going to show you in a minute how to reach out and what to say and all those fun things. But I start here. Once I go through this, I will actually change this to second degree connections. Who do I know that knows a podcast host? But this is plenty to get ready to get to get started. Now what I want to do is I want to save this search. By the way, it's dynamic. So if I connect with someone new who happens to be a podcast host in the sales or marketing world, they're going to get added to this list. So it's pretty cool. So I'm going to bookmark this and I have a bookmark called LinkedIn searches and I'm going to call this podcast host. Now, I know that it's going to be sales and marketing because that's what I'm always looking for.

And so I now have that. And when I'm ready to go do my thing, I'm going to go to my LinkedIn search and it's going to be all the way at the bottom. I can drag and drop it, but I can then click on that. And here is my list. Okay, fantastic. We are now at our first degree, right? So these are the steps. And now I want to try the next way of finding. So that's one way. That's how we find them on LinkedIn. The next way is by using AI so I can use AI in a couple of different ways, but we can ask. This is our crispy prompt framework. I want to identify podcasts that align with a specific topic industry. Okay. So if you want to use this by the. You could go Download it at socialsaleslink.com sales3. Oh, or you could do. What I'm about to do is I'm going to just take a screenshot. So I'll go 3, 2, 1. Screenshot complete. Now I can use. I've been using Gemini a lot. Now I can use Gemini by pulling up upload folder, not folder file. Sorry. Oh yeah, upload file. And I'm going to go to my desktop and there is my first prompt. And I'm going to say run prompt. You can do this in.

Anywhere in any of your LLMs. Right. So now it's going to run and ask me what was my topic or industry that I'd be interested in. And I'm going to say sales and marketing.

And it's pretty simple. But the prompt is built to go build it. Right. So it's going to go through and it, you know, B2B growth and then it's going to give me podcast name and it may even give me the link to the podcast and. Or the. What is this one? I don't know. Whatever I. Whatever I asked it to do. Right. So I can go. And I go John Barrows up that. So sometimes, you know, it doesn't always work out perfectly. But if I go here. Okay, now here is.

The link where I looks more like I know I. This sweet fish is one that I listen to. But I can go look at that.

That's different. Yeah, no, that's John Barrows. Okay, the next one. So Apple, Spotify, LinkedIn URL. So I could go right to. Hopefully that goes right. Yep, there's John. So here's my information and then why this podcast is for me.

Then I can go to the next one. So the next one is the advanced selling podcast.

And it'll give me some information. And Bill Caskey, by the way, is absolutely. I'm sure Brian Neal is too, but I know Bill well and he's fabulous. But I could go here and I can find out like here's the LinkedIn you are and I can go in and I can get all this information and that's how easy.

This prompt makes finding the right. So I let's say I'm going to do run for different topic. Okay. So now it's going to. Should ask me what topic I want Great. And I want. What's a good topic? Talent management. I don't know. I made it. Who knows? Right? And that's going to go. Give me one for talent management.

And then I can ask for more if I want to. Okay. I want 10 more. Okay. Really fun to do. So now we identify these podcasts. We now need to create a one sheeter and a pitch. I hate to use the word pitch, but I do call them podcast pitch pitches. Right, so what do we need? We need to build a one sheet. That. My one sheet actually lives on my website. You know, I didn't think about bringing it up, but I'm going to show you my website. My. I think it's here.

Yep. So press page. Okay, so this is my one sheet, right? So I have my name, I have a link to headshots, my email, phone number, schedule, call topics, bio. Hi, Mark. Some, you know, quotes from people and some of the podcasts I've been in. And each of these will link back out to the. To the podcast. All good, all fun, all fabulous. Right? Okay, so how do we build this? Well, we have a prompt for that, so go ahead, be prepared. Again, you can Download this at socialsaleslink.com sales3o or you can go in and start a new chat. And I'm going to upload.

Hopefully it's that one. Nope, it is that one. And I'm just going to say run prompt. If you don't say run prompt, it's just going to give you the text. And then. So. So what is my full name? And I'm not going to go through all of this, but I'm going to. And I'm just going to fill in everything as example, no more questions. It is going to walk you through, though, all of the questions, and then it will give you. It's not so. Yes, confirm placeholder. Fine. I'll say Laura Mipsome.

Okay. That means it just puts in gobbledygoop. Right? So it's going to go in here. And now you're going to have value and expertise, core topics, your interview toolkit. Here are sample questions. Ideal audience. Right? So this become. All of this becomes part of your one sheet. So they can see. Now it will ask you appearance, appearances, list three to five placeholders. You might have more, whatever those are. But what happens is when you answer all these questions, this will be complete, but for the sake of time, we're going to move on. All right, now we want to connect with those hosts. Right? So what are we going to do to Connect with the hosts. We want to turn our outreach into trust based connection. So you know, we want to follow, engage with the host. These are. Oh, okay, so the first degree connections, all well and good. These are ones that are not first degree connections. So if I come back to my LinkedIn search and I take out first degree, I may even want second degree because I may want some introductions potentially. And there should be plenty of second degrees. Right. So these are people I'm not connected to. So follow and engage. Now go listen to the podcasts, please. Two or three of them. Do it when you're walking your dog or you know, when you're waiting at the doctor's office or even in your car. Just turn on your Apple Play and listen to the podcast before you reach out. Right. So connection message. I've been enjoying your show, especially your recent episode with gerhardgeshwatner. Would you be open to connecting here? I would even go one step further and say one of the takeaways that you got, right? Like let them know that this is not a mass automated message. Right. Engage. And then.

You know, and you can ask permission. I probably missed a question here that will go through. So there should be you engage a little bit. And then I would say missing here. First time I'm doing this now, I know the message would be, you know, I really enjoyed your podcast. I've been on a few that are similar on these topics. Are you exploring.

Topics? Right. And then if they say yes or are you exploring podcast guests? If they say yes, then I would say if it's helpful, I can Send over my 1 sheet and topic ideas for your audience. Let me know. Permission based. So connection message. The welcome message is not here, but I want you to add this in. The welcome message is thanks so much for connecting. I'm not sure if you're exploring podcast guests, but if you are, here are some topics I've been on. If you're interested, please let me know. I can Send over my 1 sheet with topics and ideas for your audience. Don't just send it because it feels like it's spam, but you can send it with permission based. If you have a podcast, invite them to be on.

Okay, so here is where you're going to get the the outreach message. So let's go through here.

And we're going to go back to Gemini. New chat +sign upload.

And.

New chat. And I'll say run prompt. Isn't this fun? The way this works, I'm going to show you a quick fun thing with Gemini that I love in a minute. So great framework. Thanks. Right, so here's my outreach message. Is it going to ask me questions? Okay, so this is just the framework. What is the topic and the host. So let's say Mark Hunter, sales hunter.

Topic is LinkedIn for sales. Okay.

So.

Let'S see. So I found a very, very recent episode. Make sure that this is right. Right. It might be just an example and then go listen as one of the five. Okay, so. And I'm curious. I'm going to ask it for a link too. I want. Because you always want to do that. Then go listen. So. Hi Mark. So this is probably too many characters because it needs to be 300 characters or less for your connection request. Or this could be an InMail. I've been following your work for a while, particularly enjoying your episode on why buyers don't trust you and the mention of social media as a key trust building. Now I want to make sure all of this is right.

So the welcome message. Now the welcome message can be longer. So you've got a welcome message here. If they are a first degree connection, it can be longer. Right. Recently listened to your podcast. Then I talk about what how to transition LinkedIn activity into high profit prospecting. So.

Gemini knows me, so it didn't ask me as many questions. If you're using ChatGPT and it knows you. All good. And then if you wanted to do this via email, you've got your message here. Now the interesting thing. So I'm going to say give me text of prompt. So now I'm going to show you a quick thing because if I want to make a correction to this, here's the text. Right. So I'm going to copy this. And Gemini has their own custom GPTs called gems. So if I go in here and I'm going to say create a new gem and I'm going to say outreach for podcast.

Description is prompt.

And then in instructions I'm going to put the prompt. But I noticed I had an error there. Right. So my second degree connection request.

So write a second degree connection request.

300 characters or less. So I know that because it made the mistake. So this is now updated so that when I send it, the next time I run it, it'll be fixed. Now watch though. So, okay, so I'm going to come in here and I'm going to go in and I say I want to start a chat. I'm going to go into.

My gems, or I could do a couple things, but I'm gonna go into my gems I'm gonna click through it and I'm gonna say run prompt. And now it should give me.

Sus. This is focus on personal. So it'll go through all of the questions now, but it should give me now the 300 character or less because I updated it. So I am going to. So podcast outreach strategy. I'm. I. You can actually share gems. So if I went in here and I clicked on share.

I'm going to share it in chat and maybe the team here can share it with you guys. Oops, I don't want to do that. I want to copy. Oh, and it's. It's Google, right? This is all. Gemini is part of Google. So I'm going to copy that link and then any of you can now get that and you're just going to make a copy of it so you can go ahead and edit it. So I recommend as you are working with prompts and you love them, start saving them as gems and you can use them over and over again. It is a gem. It's amazing.

Okay, then we want to use for pre call planning and pre call interview planning. Right. This is pretty easy. Now if you go through this, I'm going to be. I'm going to run this. This is very generic. I want you to upload the typical questions that you would ask. Right. So for me, the first question I ask all my guests is what does making sales social mean to you? Because that's the name of my, my podcast.

But there are going to be questions that you might want to ask the interviewer. You're the interviewee. But as you're preparing, you may want to have questions to throw back. Right. I just. My point is. And you might want to put in three personal stories that relate and really just be prepared. So again, if I go through here and I grab. I come back to Gemini and I start a new one.

And I'm going to say run prompt. It is going to prepare me for the episode.

Right. So it wants podcast URL.

I think the saleshunter.com I hope.

It might be the Sales Hunter podcast. Right. So I put that in a link to a couple of other episodes. The hosts LinkedIn, which is probably Mark Hunter. What am I doing? LinkedIn.com right. So anyway, you're going to fill all this in flesh and I was all prepared. Guys, this is what happens when you hear me for the first time teach something. Welcome to being guinea pigs. I hope you're getting value. Right. And so I can put this in.

And it's going to walk me through. So links to the most recent episodes. No link but.

Sales related. Obviously you want to put in links because it wants to understand. Right.

So.

Right. So here's the host focus, their tone, their interview style, clear description. Like I, I don't know about you, but as a podcast host, when someone shows up and they've never listened to my podcast and they don't know how it goes, it's a little disconcerting. So you be the best interviewee ever and just like kind of know the stuff, right? So.

Last as we start to close up and I think we have a couple of minutes here, I think 3, 10 is my closing time. I just make sure that's correct.

Start with identifying 10 targeted podcasts that match your audience. Use the prompts to create your one sheet and your outreach messages. Connect with five hosts this week through LinkedIn. Remember one, if you do this in Gemini or ChatGPT, you're gonna have links to their LinkedIn profiles. I couldn't have made this easier for you. I'm just saying, right? Run your pre interview props and track every outreach and result in your podcast visibility tracker which I have and I did not provide for you. But it's really just a spreadsheet.

So if you want this is a gift to you guys. If you want feedback on your podcast plan, you are invited to join our coaching session.

Run them every third Thursday at 1pm Eastern. If you just go to social sales link.com events and bring your podcast plan and say Gerhardt sent you and and so with two minutes to spare, my.

Friend, how do we do it is really fascinating. The first question I have is what is your best success story with podcasts?

I've had quite a few.

I'm trying to think like my best success story probably would be the advance selling podcast. And I did and that was like 2017 or 18 and I just started and that's.

The second one that actually came up. It's a pretty big one and I just started engaging. I put a review on their podcast on Apple. I mentioned the review on a post. Like I really engaged.

And not only was, I guess I've been a guest three times and I have gotten more so many opportunities from being on that podcast. Like I probably should be sending him a commission check. I don't know, like it's just crazy. Sales gravy is another one. But I. Sales gravy? Well, sales gravy all came though through engaging on LinkedIn. But I didn't do this actual podcast outreach for sales gravy. But I've been on over 300 podcasts in my career.

It has helped my search engine optimization.

And really it's about bringing my best to every podcast. So, Thomas, thank you so much for your kind words. I might be one of your favorite people because you listen to my podcast. I don't know. Right. But you make a boy. I get so much value when I listen to Bryn's podcast. Right. That's all your branding, all of your. And. And when the right person is listening, it will absolutely convert to opportunities. Every day of the week also gives you backlinks for SEO.

And you co wrote a book with sales Gravy.

I with. I did with Japan. I have my box over here. Hold on. Not prepared.

Hello.

Yep, the LinkedIn Edge. I will tell you the most fun thing. There's a lot of fun things about this, but I'm getting pictures from people almost every day. They see it in. My stepson saw it in New York, the New York Penn Station and people are seeing it. So someone, my friend Janice saw it in the Alaska airport. I'm like, wow, that's big time. So we gotta thank Jeb Blunt for that.

And that's via the podcast. Really?

Yeah. Well, I can. I know I'm at time, but I just want to share this story. I actually, many years ago, he had no idea who I was. He was non existent in his world. He, Mark Hunter, Mike Weinberg and Anthony Annarino did a live on either. I think it might have been Facebook or Twitter or something where they just said all the LinkedIn trainers are full of garbage without with other words. So I publicly said, I want to prove you wrong on your podcast, Jeb Blunt. And he said, we'll record it, but I'm only publishing it if you prove me wrong. I said, fair. And now I wrote them. So that is a true story.

Amazing for you, Bryn. Thank you for sharing your wisdom. We are out of time.

You shared your information so people know how to get in touch with you.

Yeah. Just go to socialsaleslink.com sales3o and the world is your oyster.

Thank you so much.

Thank you. I hope this was good because it was just.

I know. I like always good.

Bren. It was training wheels. It was. I was doing it as you were going along.

So I did it.

The one sheet is really gonna help. I didn't quite keep up, but I'm gonna go back. I think it's recorded. Send the link to people if they need to upgrade for the recording. Gerhard. Okay, bye.

Bye. Thank you. Thanks.