The Podcast Pitch Strategy That Actually Gets You Booked

Before someone buys from you, they typically have to have spent 7 hours with you. And so when you think of your career like this, I believe that is around 3,400 7-second reels on social media to get 7 hours, which is 7 podcasts. So when we're thinking about when people truly drop in for trust, what is the fastest way that we can do long-form bingeable content? If you think that you want to be a person in the industry who's seen as an expert. You must have bingeable content.

I kind of feel like we should start it with Reunited and it feels so good. You're welcome. I don't think I've ever had a live karaoke performance on the podcast, but of course it would be you. We have to.

I'm so happy to be here. So actually,

We're recording this as I have just embarked on my adventure of being a vagabond, which we've just learned what this term means.

We're calling her VBL.

VBL.

Vagabond Lindsay.

Different than BBL, but—

But you never know if Vagabond Lindsay wants a BBL. We don't know. She's different. She's new.

We haven't met her yet. But of course, this would be my natural first stop. It's funny when I ask people, where do you think I'm going? Everyone was like, you're going to Newport. Obviously you're going to go see Lori.

Well, we're getting you ready.

Yeah.

We're getting you prepared.

So we have this whole 2 weeks together and I was like, hey, I would love to do a podcast. It's been forever since we dropped in and did a podcast.

Mm-hmm.

And you are launching and really teaching people something that is so important right now, which is how to get booked on podcasts. Mm-hmm. But also how to be a great podcast guest.

Mm-hmm.

You and I have had shows. I've had mine for 7 years. You've had yours for 9?

10.

10. That's right. 10 years. Mm-hmm. That's the last one we, we recorded was celebrating your 10 years. And this is something that I don't think people realize the opportunity they may be missing right now. Mm-hmm. To really set themselves up to serve the people they're meant to serve by putting themselves on a podcast tour. But there's a very specific way to do it that we're going to break down. We actually sat and we started to plan this episode and we realized it was a 3-part series. Yes, because there's so much, there's so much that we want to set you up with very tangible takeaways for how to be a really effective podcast guest, how to turn that into sales for your business. But also, and what we're going to really dive into today, is how do you even get booked in the first place? But it doesn't stop There, because if you just get booked and then you don't understand how to hone in your message, how to be an extraordinary guest, it's not going to translate to the sales that could potentially come from being a guest. And we've seen this for so long as we've had our podcast and seen the people who are really effective as guests and those that maybe we have a good conversation, but it doesn't necessarily turn into anything for, for them in terms of tangible business results. So. Mm-hmm. When did you start to see that this was really a need?

So recently, Chris and I have our Elite Mastermind, which is people who are 7 and 8 figure earners. And this last year, we decided to add an additional bonus to the mastermind if they joined, and that was to get a full episode on the Earn Your Happy podcast. And so, you know, you think of these incredible 7 and 8 figure earners and founders. And my first thought whenever I think of people like that is they must have their shit together. And while they do in many areas, many, many of us do, we also have these blaring areas of massive opportunity that we are leaving on the table. And what I learned really quickly is as we were putting these dates in the calendar and reaching out to them and saying, okay, let's get you on the show, you know, here's a little bit of how to prepare. And many of them had been on podcasts before.

Yeah.

I've never seen so many people have actual meltdowns, and I love these people, but it's because it's a bit of a pressure situation, and a lot of people don't understand how to put everything that they do, or the most important things that they do, into one conversation. And also, when you get to go on a bigger show, you feel like the stakes are higher, and all of a sudden you have a realization— Totally. That you don't know how to have an actual sales conversation that also adds a lot of value and emotion, and converts. And so many of them were like, I've been on podcasts before, but it wasn't good. I heard nothing about it. I didn't feel good after the show. I didn't know what stories to tell. I actually ended up feeling pretty terrible after the show. And so I related so hard to that because I've been on shows where I've had these massive opportunities. And even during my book tour, I didn't feel as prepared as looking back, I wish I would've been. And thinking about some of the opportunities that I know I've completely wasted because I didn't know. Where we were going, where I was trying to direct everyone to. I didn't know what stories to tell. So some of the stories that I told on podcasts were the first time I had ever told them before.

Oh my gosh.

And I just felt like I was fumbling everywhere. And you're like, did I, did I even add value? Did that even feel good for you? And you're just questioning yourself where now, 10 years later of the Earn Your Happy podcast and me sitting in the host chair and actually getting to be an observer. And sometimes I believe that that is the most valuable place that you can be. And you know this, you love going to events, you love being in the host chair as well and just observing. And I've been able to now see the difference between the guests who really move me, who I remember, and also who afterward tell me that they made a lot of money.

Yes.

And so this is really, you know, when I had the realization that a lot of my guests were leaving making not just some money, Tens of thousands, if not hundreds of thousands of dollars from one episode. And I almost feel like the people who are making that money aren't really telling people because it is a huge hidden sales channel right now that people don't understand. If you put the time in, which it will require time, if you put the time into this, you can get insane benefits. You can make really good money, but there's a lot that goes into it. And the best part about this is if you get everything dialed in for a podcast, it means that you've had to get your business together. And so this 3-part series is about to tell you why that is, how you're gonna get your messaging so incredibly clear, how you're gonna know exactly what you're talking about.

Mm-hmm.

You're gonna know exactly how to describe yourself. You're gonna know exactly how to direct the audience, and you're gonna have clear CTAs. And when you're done with that episode, you're gonna feel really, really good. And the more that you do the episodes, the more you're just gonna get more and more and more dialed in. You're gonna know what hits and it's It's gonna just, it's gonna feel so good for you and you're gonna start watching the impact.

Yeah. I am just flashing back to when we were together with a group of our friends, other entrepreneurs. You had just birthed this idea.

Mm-hmm.

And everyone in the room was like, oh my God, I need that. And that highlights what happens when you get really clear about the message, about the thing that you are offering people, and you have stories and real lived experience like you were sharing. How you even got to the point of realizing this was such a need.

Mm-hmm.

The moment you said it, we all got it.

Mm-hmm.

And that is what you are now teaching people how to do within, you know, the program that you created. And we're gonna really break down a lot of the tangible pieces in this 3-part series. So today we're really gonna focus on how do you actually get booked?

Mm-hmm.

Because you and I receive thousands of podcast pitches.

Mm-hmm.

I receive them in my email inbox, in my social media DMs. On LinkedIn, which I never log into LinkedIn, everywhere. And I don't think people realize how much every pitch kind of starts to sound the same. So in a way, it's not that hard to do a couple of things right in order to really stand out. But for me, I skim the first few lines of a pitch and immediately know if I wanna read more. And most of them, I would say 99% of them, actually get deleted.

Yes. So I would say when you're thinking of a media kit, we're probably thinking about it completely wrong right now because we think that we need to come in with a media kit that's like a really great bio. Here's all the accolades. Here's all the things that I've done. Here's all of the people that I know. When really your media kit needs to answer 3 things. It's why you, why this conversation, and why for your audience. And so I. Mm-hmm. Don't necessarily look at the size of audience majority of the time, believe it or not. A lot of people think that that's the main thing that hosts first look for. But the first thing that I look for is what's the conversation going to be and what's your personal take on it? Do you have a unique take on that conversation? And so when I'm skimming a media kit at first, I'm often looking for if they make my life easy with topics. and titles? And then is their bio really clear on exactly what they do? Or have they given me this really long list of accolades from 20 years ago? And so there's a saying that says, the longer the bio, the newer the person is.

Oh.

And so as you know, if you've ever seen, as people start getting, uh, more successful and more wealthy, the shorter the bio gets because you don't have to prove a point. And because they've also learned what's very relevant to what they're doing in that moment. And so, you know, Lindsay, I'm gonna use the example. I, I've won fitness competitions how many years ago now? 15+ years ago. 3 really big world championships. I've been on covers of magazines. I don't put that all in my bio for different things. Like, yeah, right now I am going to give really credible points about helping people with podcasting. And so maybe I'll talk about the shows that I've been on, maybe I'll talk about some of the accolades that I have, but I'm gonna try to keep that as relevant as possible and as much credibility as possible around the topic that I am pitching. Now, you guys, this is why you need to stick around for the 3-part series is because we're gonna get you dialed into that messaging in those topics. So the media kit, we're gonna give you the tangibles today of what goes into the, the media kit, but you're gonna see throughout this that it gets pretty in-depth on the necessity of you getting clear as possible on who you are and what you're known for.

Mm-hmm. And it really is all 3 parts because you don't get to leverage that episode for exposure unless you get booked for it.

Mm-hmm.

But then you want to make sure that you are actually taking that time that you have with the host. And I want you to speak to why a podcast is so valuable as part of a sales channel, because it's like immediate trust. If you don't know how to leverage that and how to really convert it to people who now trust you because you are with that host who is Essentially extending their, their trust, the trust of their audience to you. If you don't know how to turn that into trust for your business, it's just gonna be an episode people listen to or don't, and they move on. Mm-hmm. So talk a little bit about why a podcast episode, as opposed to social media or all the other places we could be investing time to be visible, why is being a podcast guest such a valuable platform? And then we'll dig into the media kit and how to actually get those opportunities. Mm-hmm.

Okay. This is one of my favorite questions because this is where you're going to start thinking about podcasting completely different. So there is an entrepreneur named Daniel Priestley, and I love to use his 7-11-4 rule. And that is before someone buys from you, they typically have to have spent 7 hours with you and, um, over 11 different touchpoints essentially, and seen you with like 4 types of different credible people or in 4 different, you know, places that feel fairly credible. And so when you think of your career like this, it makes you go, okay, I believe that is around somewhere around, if my math is correct, I think it's like 3,400 7-second reels on social media to get 7 hours, which is 7 podcasts.

Wow.

So when we're thinking about when people truly drop in for trust, What is the fastest way that we can do long-form bingeable content? So when we're thinking of the obvious experts out there, and those are just, um, uh, you know, people who are the Mel Robbins of the world, the Jamie Kern Lima, the Jay Shettys that we're thinking about right away. When you think of people with a lot of long-form content, the reason you have long-form content is because that accelerates trust. And you also, when you find someone that you love, we call it bingeable content. They want to be able to go and learn about you as fast as possible for hours and hours and hours. Which is why when I found our friend Leanne Lopez Mosley, I listened to an hour podcast on her page.

Uh-huh.

And now I did not know this woman from anyone. I don't even know how I found her. She came up on my algorithm and now we're friends, but listened to her hour podcast on her website and I almost bought a $15,000 mastermind. Online, like an online mastermind. Yeah. Not necessarily in person or a lot of it. And I almost bought it from never ever meeting her and only binging that 1 hour. Now, she knew exactly how to have the conversation that I'm going to teach you to have.

Mm-hmm.

But this is what you have to understand about long-form content. If you know it's 7 hours for most people to trust you before they even buy, many people, if you do this right, I believe you can fully accelerate that into the hour. I have a lot of proof around this, which I'll tell you, uh, some of the testimonials that happened from my, my podcast from just 1 hour together.

Yes.

From strangers. But short-term versus, uh, long-form content is so incredibly important. If you think that you want to be a person in the industry who's, who's seen as an expert, you must have bingeable content. Now let's just talk about the trust that happens between a, uh, the trust that transfers between a podcast host and a guest. Now, do you remember back in the day when Oprah Winfrey had like her list, her Christmas list or her— oh my gosh.

Yes.

What was it? What was that called?

Her favorite things.

Yeah. Her favorite things. Yes. Everybody knows her favorite things. Now, why did Oprah's favorite thing list make people's careers? Meaning if there was a book on there, if there was a, you know, if, if you get a product in Oprah's favorite things, your career is made. Like, it does not matter. You are now— you're doing okay. You can probably retire. Your career is made. Because what's happening is Oprah had so much trust from so much long-form bingeable content and from so— she was just— she's the master at this, right? That when people— when Oprah would say, you need to read this or you need to buy this, that trust would immediately transfer. We wouldn't think twice about it. So now I want people to be thinking as they're listening to this podcast on Lindsay's show, Mm-hmm. They trust you. And so whether they've heard me or not at all, immediately there is a sense of trust that comes onto me that I am gaining from you, from your 7 years. So you have built this podcast for 7 years. You've paid for it every, you know, month for 7 years. And I get to come and sit down in this seat for free and gain all of that trust from your listeners. So instead of them deciding if they like me right now, they can actually listen. Mm-hmm. To where the value is.

Yeah.

And so your brain actually does something different. Instead of going, do I like this person? Do I trust them? Do I know them? Who is this? Now they're actually going, oh, how am I focused on the value? Oh, this person is really adding value to me. Oh, I'm feeling all these feelings. I'm feeling all these emotions. So podcasting is one of the most powerful things that you can do because most people will treat me like you now after that.

Yeah.

That's how the trust transfer works. And it's Very real.

And we've even watched that. Obviously we've been friends for years. Mm-hmm. We've done a lot of cross-collaboration cuz we genuinely love to spend time together.

Mm-hmm.

And there's so many people who will say, you know, I found Lori through your stuff or vice versa. And it's that immediate know, like, and trust because they know, and you and Chris are the epitome of this, you gather really great people. Mm-hmm. So anyone who's in your world, I know there's probably gonna be something that I love about them because they're totally in your atmosphere. Mm-hmm. And a podcast is the same way. So I'm curious, before we dive into it, into the tactics of pitching in case anyone is sitting there thinking, I don't know that this relates to my business. Are there certain businesses that this is a better fit for? And then I also want you to speak to which shows are most advantageous to pitch. Does it matter if it, like you said, you don't care so much if the guest has a large audience. Should we be thinking only of, I think people put big podcasts on a big pedestal thinking that one podcast is gonna change everything. Sometimes it is a little bit more of like the niche audience who has a really strong following. That's my take on it at least, but I'm curious. So the first question being, are there certain businesses that this is a better fit for? Is there anyone who you're like, hmm, a podcast may not be the best marketing channel for you?

Okay, this is interesting because for a minute there I was like, okay, this, this is definitely a great channel for certain types of businesses and maybe these ones, no. Now I'm going to go with my blanket statement of any business should be doing podcasting. Because you should be learning how to tell stories about your business.

So true.

Stories are the only thing that make people care. It takes a perfectly normal product or a perfectly normal, uh, business that you could be selling tires. And if you tell me a story about how your dad sacrificed everything to start this tire store on the corner and everybody in the community knew about it and he would host these parties for families who had less money and it just became this big thing in the community. Now you've made me care about a freaking tire. You know, you, you've made me care about this tire store. And so I think the most important skill that you can ever have is storytelling.

Mm-hmm.

And your products, your business, people only care if there's story. And this is why I'm so incredibly, uh, obsessed right now with learning storytelling. Um, I'm really, really dissecting our friend Rob Murgatroyd's storytelling because I believe he is one of the best and will go down in history as one of the best. I feel like I'll, I'll be watching it. And, you know, I love going to Europe for this reason. And Rob has moved from the US and last place he lived was California and now he lives in Florence. And we visited him quite a few times. And now whenever I go to Europe, I notice that everyone in that country, yes, it's a blanket statement, but it feels like everyone. tell stories and they make things matter there. So, you know, every time you sit down at a table in Europe, and I want you guys to really think back, whoever has been there, you'll have the vinegar on the table and the waiter will come and pick it up and say, this is the most important vinegar in the world.

Mm-hmm.

And you're like, okay, why? And they're like, it's made down the street by this family and it's over 500 years old and it was aged in these oak barrels. And they just all of a sudden make you care about vinegar. Out of nowhere where you would've eaten that and just like had no moments over it, not really appreciated it. And all of a sudden now you're in a memory, you're in this moment of like deep appreciation. You're tasting it more. It feels very special. It feels very meaningful. And you've just stepped into making your life a lot richer through story. And so I think the benefits that I'm getting of learning storytelling is that you have to be interested in your life instead of sleepwalking through it. And so you actually have to get interested in your life every day. And every day I'm asking myself, where is the story in this? Because this is going to pay on a podcast. This is going to pay in relationships. This is going to pay at a dinner conversation because that is who we are at the core is we are storytellers and we want to hear about story and it makes our life meaningful. And without it, nothing feels meaningful. You know, like I said, you, you, you go to Italy and all of a sudden everything matters and you're thinking about the families that everything was made by the building. Uh, the clothing, you know, the gelato that you're having. Mm-hmm. There's this story behind it, and that's what makes your life meaningful rather than going through a whole day not knowing anything about anything that we have in our home, nothing that we're eating. We don't know anything about the restaurant owners. We know nothing about the cars we're driving. We literally take everything for granted.

Mm-hmm. And you're right, there's so many different reasons to commit a season of becoming really great at the skills that translate to being a great podcast guest. Because whether your business is going to be directly impacted by listeners becoming clients, or it helps you position yourself as someone who's great at sharing stories, you're taking that content and repurposing it and targeting it as ads to your potential customers. There's so many other benefits to really committing to learning this process. So then what about the part about the size of the podcast? Does it matter? And should we just only be going after the biggest shows for the biggest opportunities? I almost look at it as maybe there's a benefit to starting smaller, building your credibility, building your skills before you pitch bigger.

Ding, ding, ding. I wish I had a bell because I'd be like, you win a prize.

Oh, I want that for my— I need that external validation.

We should get sounds for our podcast.

Okay, if you guys could input some sound effects there. A nice dinner bell.

Yeah, that's my favorite sound. Okay, a nice dinner bell would be nice though. Um,

or a party horn. We'll take either.

This is an area that size does not matter in the beginning. In the beginning,

in

podcasting. Podcasting. Here is why. I don't care if you have been on 3 or 10 shows before, you haven't been on shows with this framework.

Yeah.

So this is a new skill for almost everybody that I'm talking to, unless you're truly a Mel Robbins, who I am looking at. She She has not only learned this framework from people, but, you know, been taught, practiced it, all the things. Which is why every time you hear conversations, you can slip into things and they, they feel like so natural and like butter.

Yeah.

The more natural something feels, the more someone has practiced. Mm-hmm. And so to a lot of us, like kind of woo girls, we're like, oh, I wanna have an authentic conversation full of downloads only. That's so cool. But it's actually not at all. Here's why we need a framework to actually allow that to fully come in. Yeah. So that you can go into that download to get fully expressed, but get right back on track.

Yeah.

Because if we're being honest, the way that a listener listens, they wanna follow a framework. They wanna know what's coming. It can feel a little out there and a little, uh, they won't know how to describe it, but it'll feel a little unclear, unsafe. Like I can't fully relax listening to you cuz I don't know where we're going. Yeah. And so it's really important to understand your frameworks and then it allows you to be even more free. So back to the size of the show, you haven't done this framework yet, so you need to get some practice. So I believe we should be thanking our lucky stars for the small shows that want us on that allow us to practice. And not only while we're practicing, you're probably going to get some amazing customers because some of these shows have major diehards. In them, so especially some of the smaller shows. If they have listeners who are listening every week, these are people who know, love, and trust them are probably already buying from them. And so when you come on, you get to practice and potentially even be paid for it if you do a good job. Meaning if you share your call to action at the end, you could potentially convert more people because if you're a bigger person going on a smaller show, you're gonna have a really good opportunity to convert people and practice. So I always recommend for anybody minimum. 3 with this framework, if not like 5 to 7.

5 to 7 what?

Um, times on a show.

Times on a show. Okay, so number of reps— we're putting in reps to really dial in.

Minimum 3 if you're— even if you're good already, but 3 with this framework, if not 5 to 7, and then move up to the, the bigger shows.

Got it. Okay, that's actually so helpful because I agree, I feel like that is such a better trajectory than setting our sights on only getting booked on the big shows. I think sometimes too, we get so hyper-focused on the validation of getting on a specific show when I don't necessarily always know that it's gonna be the best fit for me. I might just really like the idea of— I remember like the first time I did a podcast with you and I was like, I could run through a wall. I feel so— but it just felt so great to be on a show that I had listened to for years.

Yes.

But did I necessarily go into that opportunity understanding what I wanted To say no, none of this existed back then. So thanks to you, it exists now. Okay, so let's talk about the pitch because now that people understand the possibility and how this can really set them up to create not just like a, a one-time hit for their, you know, their sales potential, it's like, it's also this thing that's living out there forever that people can find you in perpetuity on this episode. Yeah. a year or two later. So when it comes to the pitch, what are the main things that we should be thinking about when we're pitching, and where are people going wrong and don't even realize that they're going wrong?

Okay, so number one, you have to have clear positioning. Like, you want to go in and say— so if I was pitching myself to you right now, it would be, I help people profit off of other people's podcasts. And so the conversation I want to have is how to help people monetize podcast guesting. And so it's a very clear, specific outcome that they're going to get. And then what I would do is I would tell you what I would be teaching on the podcast. So then I would say, I'm going to walk through this signature framework. Your, your listeners are going to walk away with X. So right there, what I just did is I was really clear on who I am. And so you were able to immediately picture that conversation in your head. Yeah. When you pictured it, were you able to think of it with your audience? What happened when I said that? Were you like, will your audience like this or not?

Yes.

Okay.

Yep.

So that immediately when I first said that to Lindsay, her brain went, will my audience like that or not? So I passed the first test. Yes, they'll wanna know how to do that. Then I said, I'm gonna be teaching a specific framework, or I'm gonna be walking you through, you know, I told you before this, I'm gonna walk you through my 5 Ps, which we're gonna do on the second one. And so right away your brain probably went, that's interesting. I wanna know what the 5 Ps are. Okay, she's gonna walk me through something. It's not gonna feel like a scattered conversation. This is gonna feel very organized. And again, your listeners are gonna walk away with the 5 Ps. They're gonna know exactly what that is. So I can now pass another test. If I did, I'm not sure that you're like, okay, this feels like she's gonna teach something.

Yep.

And we're gonna get a really valuable takeaway from that. Um, and then the next thing is I will always give topics and titles, like suggested topics and titles.

Yes.

So I will sit and try to think of something like a hook. So I'll think of a, a title that I want to be sharing around this and I'll be like, okay, what would, what could that look like for them? That's a hook. You know, what would that particular title be for that? And maybe it's, How one person walked away with $100,000 from a single episode and the rest of her clients walked away with $25,000 or whatever that looks like. Like maybe I would try to get a very specific, tangible result that when someone's scrolling, they go, whoa, I didn't know that opportunity existed from podcast guesting. So I'm always gonna set it up to take away as much work from the host as possible, almost to the point where. The host could literally walk into the interview and have everything all set up for them. And it feels very easy because podcasting is a business. You and I both, it costs a lot of money to have a podcast. And so after you've had a podcast for, Lindsay's had it 7 years, I've had it 10 years, you kind of want to start having podcasts that are really, you wanna have great conversations.

Yeah.

And I'm gonna say something on here that's not gonna feel great for me, but I wanna be super honest, and that is that I don't have a lot of great conversations. I've talked to thousands of people and a lot of them are forgettable. And it didn't— doesn't mean I didn't like them.

Right.

It doesn't mean I don't think that they offered value, but they were forgettable. I have podcasts where sometimes I won't remember one person that I talked to the week prior because they are awesome people, but they didn't come into the conversation with takeaways. They didn't come into the conversation with a few mic drop soundbite moments that I walk away with and I'm like, oh my God, I remember. That quote that they said. Yeah. Or that, that moment that shifted me. We're not thinking of that. We're going on, we're probably nervous, we're probably overwhelmed. We're probably like, I'm gonna let the host just figure out what questions they should ask me.

Mm-hmm.

We're not good at setting up our own, um, initial pitch of saying who we are. We're not good at our story. We don't know how to make it land. We don't know any jokes that we're telling. We don't know any mic drop moments, no soundbites, no takeaways. We have no clue. Mm-hmm. And so of course you're gonna have a really forgettable podcast. It doesn't mean it's bad, it just means it's forgettable. And the goal is to be unforgettable, shareable, consumable. People buy from you. I want you to sit and think as a listener, and Lindsay, I want you to think of one for me. Somebody that you found on a podcast because it was such an, an unforgettable conversation, then you joined their life, their list.

Yeah.

Their everything. Maybe you bought from them later, but it was because of a conversation. Can you think of one?

Yes. Yeah. Um, my most recent, uh, obsession is— her name is Dr. Sue Morter. She went on all the big podcasts as part of her book tour. Read both of her books. I'm looking into like being, uh, certified in her methodology. She's like a female Joe Dispenza.

Okay.

I could not get enough of her.

I

wanted to listen to every show she was on because what she was talking about was really relevant to things that I was going through. She had amazing stories of how her work had transformed people. I wanted More I would listen to. There was one podcast episode that was 2 hours long, and I've listened to it at least 3 times.

Mm-hmm.

It's that kind of a guest.

Mm-hmm.

Right.

I guarantee. So what would be really fun is if you and I later went through and I showed you every piece of the framework that she is doing. Like, I guarantee.

Yes. We picked apart.

She's doing all of the framework because even you just told me she still, she told incredible transformational stories.

Yeah.

That is a part of This methodology that I teach that people don't realize. You have to have your transformation stories. People don't realize that they actually need to hear about you in action, and you need to come up with a few transformation stories that you nail. And that is one of the biggest ways that you get people interested in what you're doing. And a lot of times people completely miss that.

Okay, Lori, since we're talking about transformation stories, what have been some of your favorites as you've walked people through this framework? You've started to teach it, you've gone really deep with your first cohort with this. I know there've been incredible transformation stories, either with the people you've seen come on your show, Earn Your Happy, and turn that into a really big business result, or some of the people that you've seen now take your specific framework and turn it into results. What have been some of your favorite stories in that?

Okay, I'm gonna tell you some of the people who came on the show throughout the last 10 years. And by the way, Lindsay, I, I would love to see you do this for your show.

Yeah.

Send out to former guests and ask them, What has come from your show? Yeah. Like testimonials. Your mind is gonna be blown. Yeah. Because for some reason people forget to like tell the hosts.

Tell you. I know.

Oh yeah. Okay. This happened. So now I'm asking all the time and I go, you weren't gonna tell me this? This is insane. So one of the first ones that I heard is from our friend Samantha Skelly. She came on like 7 years ago. And so my show wasn't very big yet, you guys, in the grand scheme. I did decent in the beginning, but it wasn't a very big show. I probably had, A few million downloads at this point, which is good, but per episode is not a huge audience. It was probably, um, you know, maybe 6,000 to 8,000 listeners per episode. So I want you to think about that because Samantha Skelly came on and she had a small audience at the time. I can't imagine she was much more than 10 or 20K. I even think that that might've been high. She introduced, she was introduced to me by a mutual friend of ours and the mutual friend said, hey, you guys kind of have the same vibe. And I was like, okay, YOLO. Like, I wasn't super picky on my guests back then. Yeah. But vibes were definitely what I was choosing off of back then. I really just wanted to have great conversations. So they're like, there's this girl, she's super passionate about what she does, and you should have her, you should have her on the show. I said, yes. So Samantha Skelly comes on and she has a business called Hungry for Happiness, and it's helping women overcome like food addiction.

Mm-hmm.

So we have a great conversation because I have a fitness background and really struggled a lot with food and Some of the things that I can even think about that were done so well is I think number one, she knew what show to come on. We had an instant connection. Mm-hmm. So I really boosted her by really saying how much I loved the topic and how she was talking about it. So I think that trust transfer really locked in there, but she was so good at teaching her frameworks and talking about her testimonials.

Wow.

Like she knocked it out of the park. Now show is over. We post-show, do all the things. Yep. I'm hanging out, know nothing about this. And 30 days go by and she says, Lori, your show brought me in $100,000 in 30 days. And they said they all came from your show.

Wow.

Would you like to have an injection of $100,000 for one episode that you went on?

Wow.

I, I was legitimately mind blown. Yeah. Then we'll, we'll go recent on one. Actually, I'll go back to another one that, you know, so Jess, our friend Jess Glazer.

Yeah. Oh, I love this one.

She had launched a course. She was newer into this world. She had just started a course on helping people share their business online. So she was teaching people how to come on, you know, come and put your business in an online format. And she was charging $5,000 for it. And we had a great conversation. We had great chemistry. Again, I think it was such a good fit cuz it was an interest of mine. And I think that's really important that you're picking up on this is It's not just about the show. Know the host because the host is the heartbeat of the show.

Mm-hmm.

So if you can speak to the interests of the host, you're probably gonna have a whole lot, um, of a better conversation than you normally would.

Mm-hmm.

So her and I just had incredible banter. She did a beautiful— she's a school teacher, so you can imagine that she came on teaching what she was doing.

Mm-hmm.

She followed just an incredible framework of teaching what she was doing and just brought us through a great conversation. Extremely tangible. You knew what results you were gonna walk away with. And I don't know if it was the, the exact day or up to a week later or what it was, but she, um, ended up making $25,000 in a very short period of time within Cart Launch. So I believe she had a Cart Launch, so it was during that Cart Launch time. And so the offer again was $5K and to go on a show and make an extra $25,000 from one podcast. Yeah. So now you might start thinking, whoa, how can I start incorporating this into my launches? And so this is where I want people to start understanding that there's really, really big opportunity. Mm-hmm. And this goes on and on. I just had Jillian Murphy on the show. She just let me know from that one episode she made $50,000.

Wow.

This just recently happened. And she also followed, she does DM, um, sales closing. And she's got such a great methodology of how she closes people.

Mm-hmm.

That she brought us through an entire essentially sales conversation and at the end call to action and got a bunch of clients. Then I had Leah Garvin on the show recently who was one of the, um, entrepreneurs from Elite Entrepreneur who got to come on and have a show with us. And she, um, had someone reach out and book for her $25,000 consulting. And so you guys, you have to start thinking about this, you guys, cuz whether you have a $5K offer, whether you have a $500 offer, whether you have a $25,000 offer, you know, some of these people went direct to DMs and some people are gonna get your clients much later depending upon how you want them to come in. But it doesn't necessarily matter what you have. What matters is where's your call to action and do you have a good nurture sequence after that?

Right.

Meaning if they get into your email list, How are you then going to convert them into your sale later on?

Which is exactly what we're gonna talk about in parts 2 and 3.

Mm-hmm.

Which I'm so excited. This is why we had to break it into 3 episodes. But if we go back to the media kit, so the first step is getting yourself booked. How do you become a pitch that stands out in the inbox in the thousands of pitches that we get? So when we talk about writing a pitch. One of my, my main, like, delete immediately is when the tone of the pitch is really— it's coming from— this is like such a simple switch for people, and then I want you to take us into like your actual framework about it. But just from my perspective, there are so many pitches that I get and it sounds like, I would like to come on your show. I have done X, Y, and Z. I have this background.

Mm-hmm.

I want to share this. Nothing is about what I care about, cuz I don't know this person sending me the email. I of course wanna support all people in their businesses, but my main concern as a host is, is this supporting and giving value to my listeners? Mm-hmm. To the people who have invested their time in listening to me. So even that slight switch of saying like, hey, here's what I gather about powerhouse women. A topic that I think would really value, you know, add value to your audience is X. It's like even just taking that one small thing and switching it from The perspe— you, you guys might be thinking, listening to this, like, who would send a pitch like that? A lot of them.

Mm-hmm. A

lot of them come across as just like, I want to be on your show. Mm-hmm. It's like, great. That does nothing for me as the host. It does nothing for the people I care most about, which is, are the listeners.

Mm-hmm.

So what are some of the other key components to a pitch? And then how does a pitch differ from an actual media kit? How do you describe what an actual media kit is? Because you've created an, a beautiful template for people that we'll share where they can find that.

Yes. Yeah. The template really goes deep into this. Okay. So they can kind of sit back and relax during this part because the template will walk them legitimately step by step through it. So when I— I'm going to take you back to my pitching days because what people don't know is anything they've ever seen about me has not been like, you would be awesome for this fitness cover. I have pitched and pitched and pitched. Like, I probably have record-setting pitching behind me because I was so bad at it. Like, bad. So back in the day, one of my life goals was to be on fitness magazine covers. I was a little bit heavier kid, and at a young age, I would beg my mom for fitness magazines, for her to buy them for me, because they were just like my North Star. And I would stare at these women and be like, wow, life must be— they must be so confident because of how fit they were. And I just— I wanted to feel that way because I was such an anxious kid and got made fun of. And so fitness magazines became what I wanted, the everything, the North Star, the whole goal. And I was like, if, if I can make it there, it must mean that my life is set.

Yeah.

And so years go by and I am doing fitness competitions, I'm doing fitness photo shoots, I'm literally doing all of the things to try to get on said magazine covers. Now, the pitches at that time look like, look at me, I just won this competition. That's essentially what I'm writing. Hi, Dear Oxygen Magazine, here's where I just won. You know, how are you today? I hope you're doing amazing. Like, of course I did the niceties, but then it was, look at me on stage. I won, you know, second place or first place, or I did, I did these things. Here's what I'm working on. Like trying to show them how much I'm working on me and doing all the fitness things and the things that I thought that they wanted. Yeah. 3 years go by of this and I was pitching probably every month. So I'd go do a photo shoot. I would send them more photos. Look at me. Am I cute enough yet? Am I fit enough yet? Like, am I your girl yet? And no, no, no, you're not our girl. You're not our girl. You're not our look. We're not interested. We'll never be interested. No lie. Like, it was like very like kind of, please stop emailing us now. And I can't remember if somebody told me something or if it just clicked in my head. I'm sure it's a combo of I was getting into personal development.

Sure.

And I had the realization. That that magazine is a business, and they have goals. And I said to myself, what are the goals of this fitness magazine? And it was content, and it was growth and audience, and getting their magazine out in front of other people. Well, this was the first pitch that I then said, "Hey, Oxygen Magazine, I now have a YouTube cooking channel." where I, you know, promote all of these things in front of these people. I also just got booked on a stage with 10,000 people who will be in the audience. I would love if you were ever interested to have me on the COVID to have your fitness magazine cover behind me while speaking the entire time. I would love to be able to sign that magazine and promote your magazine and talk about your magazine. And people will want to get this magazine because of this network marketing company. And that was the first time they were ever interested. Is when I realized what are their goals? How do we help them promote their goals? And so this is what I want you guys to understand about a podcast host. We have goals, really big goals with our show. Whether we want more subscribers, whether we want it shared more, you know, we always want more listeners because that means better guests for you guys. That means more brand deals for us, bigger opportunities, bigger brand deals. This is a lot of time, a lot of effort. And so when we hear somebody. Who really has taken time to go and look at what we are not only interested because we're gonna have a really great conversation. We know we're gonna feel good, which is gonna make our audience feel good. So it's what's the conversation we would also love to be having? So what other conversations are we having right now? How could you add to that conversation? How could you bring a very different and unique perspective to maybe the conversations Lindsay's having about female empowerment and what that looks like? How could you help promote that? This is one of the biggest things as well. I don't care if you have a smaller audience. If you write me out an actual marketing plan for how you're going to promote the podcast, I am all ears. Like, that's been one of the things that has felt so good is I had somebody, um, come on about 2 years ago and she sent it to her list, I think, 3 times. Did a bunch of reels on it, told a ton of people about it, did lives on it. It was like she was on a world tour for just my podcast.

Yeah.

And I remember thinking, that is one of the most valuable guests ever because it probably got so many, even if, even though she had a smaller audience, I was like, it probably got so many people curious or interested in that. So including a promotional marketing section. Could be very small.

Yes.

I'm gonna send this to my list. I'm gonna make my own, you know, 3 more of my own reels from this. I'm going to, whatever it is that you can do.

Yes.

Uh, share it in your Facebook group, whatever that is. It, it makes us think, wow, that feels really, really good that they're taking this serious.

Oh, as you're saying all of this, I'm like, yeah, those are the things that make me go, well, hold on, let me, let me actually look a little bit deeper into this. So just to recap. For people, think of the podcast as a business. If you're a business, how do you want someone to promote you? How do you want someone to support you? Make my job easy. Suggest titles that are very catchy that would make someone want to listen. Suggest questions I could ask. You're taking so much work off of a host's plate, plus you are setting yourself up to talk about the things that are your zone of genius.

Mm-hmm.

So putting a little bit of work into that And then sharing how do you plan to market the episode. That alone would make 99% of the podcast pitches that I'm receiving right now that I'm not really reading past line 2 would at least get me to read it and then see, oh, does this align? Let me look a little bit deeper into this person.

Yes.

Because you're spending so much time— if you're spending all this time writing a pitch, for the most part, if it's not that clear and like bullet points— I don't need really long paragraphs, I want it to be super short— I'm not even reading your hard work because then it's just more work for me. I don't, I don't have a lot of time to, to sort through and try to see and make my brain work to see, is this, could this be valuable? Is this a good fit? The more you can position yourself as like, here is the easiest yes you've ever said. If this truly aligns, I'm making it the easiest yes, and it'll be the easiest prep for a podcast you've ever done.

Mm-hmm.

Music to my ears.

It's not, it's not a resume. And don't tell stories in that.

In the email. Exactly.

In the email. Yes. Your, your media kit can do a bit of the work, and honestly, we are looking at Um, you know, we want, we want some credibility that we can see right away as well. True. And credibility could just be you speaking on another podcast and it could be a link for that. So one of the, one of the biggest things that I get really disappointed in is there can be a media kit that I'm even interested in, but there's no link to the person speaking and I can't find them speaking on their Instagram.

Yes. Also true.

Because, you know, people have sat down and they could be brilliant. They could have just written a New York Times bestselling book, but they don't know how to speak on a microphone.

Mm-hmm.

And so they don't know how to hold a conversation. And so it's like a really challenging, painful podcast. And so now I've learned I need to go hear you speak first.

Mm-hmm.

So one of the things that people do is they'll then link an entire podcast. Take the time. Well, that's great. That's a great option.

I actually don't mind that. I will say I don't mind if you're like, here's a podcast interview I did, cuz I can just go listen to a little bit of it for sure to see if I resonate.

What makes it even easier if we're talking like if we're talking you want an A plus, you want 47 apples from the teacher or you know teacher's pet. This is what we're going to say. Take a clip of that, like your your mic drop moment, and give them a one-minute soundbite of you at your most brilliant self. Like that will then make me go. Well, that was interesting. I believe I've said this to you potentially before, but when Shelby Sapp came on the podcast, she sat down and had said to me. Okay, so we're going to record this reel. It's a 60-second reel where I overcome 6 objections in 60 seconds and it's going to go viral. So make sure you post this. I said, okay, and it went viral.

We love a queen who knows exactly what they're doing.

We love it. And so this is also— that's also what I teach in the program too. And so those— that would be an example of a clip that you would also send of you and your absolute brilliance teaching something, understanding how to articulate A thought that, that your clients are going to be able to walk away with.

Yeah. Okay. This has already been so valuable and we are just on part 1. We had to get through this piece and really enroll you in why you should care about this right now, especially if you know visibility is the thing you really want to work on. You know, you're meant to be seen and heard in a bigger way. What dedicating yourself to learning how to be an extraordinary podcast guest will do is it will will set you up to be more effective in every single area of your business, to have better stories, to connect better with your audience and the potential people you could serve. So we're going to get into parts 2 and 3, are going to get into the messaging, how to really nail it when you get those opportunities, and then how to convert those to sales. So you'll want to stay tuned the coming weeks for those 2 parts. But for today, I actually love that we broke this up the way that we did because What I would love to see people do is take this episode. We're gonna have a media kit linked in the show notes that Lori has. I'm gonna have you share what's actually in it, what people are getting when they download that. And I want you to work on this for the next week. Like treat this as like a 3-part course teaching you exactly how to get booked, get paid, and really become the podcast guest that everybody wants on their show because you are such a phenomenal storyteller and you have phenomenal conversations. And I wanna see that happen for, for all of you. I believe all of you are meant to be heard and seen in a bigger way, especially if you're feeling deep down like you are. So take this first piece and really put it into action this week. Mm-hmm. Or at least carve out the time to download the media kit, really understand what do I need to get clear on? For when I'm ready to pitch myself to podcasts. But for those who don't already have a copy of the media kit, will you tell us what's all in it and what you created for people to have a plug-and-play system to really get started on this?

Yes. So it's a, it's a beautiful Canva template that you can put your own branding on.

So brilliant.

I know. I love it. It's so good. Um, I just, a girl just wrote me and she said, I just got pitched on 9 big podcasts because of this. And I was like, okay.

Got pitched or booked?

Or got booked. I'm so sorry. Just got booked. And I was I was so insanely excited.

Amazing. I

was like, all right, this is really working. Um, you are going to learn a little bit about your bio because obviously in the program you go very deep on messaging and positioning, and we will throughout this podcast. But you are going to see what all goes into the template. So I'm going to cue you on your bio and then how to create some relevant credibility, credibility, and then topics and title episodes. And then we're going to go into suggestions Tested listener questions. And then we also in there, this is huge because we didn't even touch on this today, is the email that you send to the host.

That is one of the most important pieces.

Yes. Yes. That is one of the most important. And please don't copy paste people's name. I have gotten, I know you've gotten this. They're like, hello, Joseph.

Yeah. Tom.

I'm like, Tanya. I'm like, oops. So, or a different name of the show or whatever. Or I just listened to your last episode, insert episode title. I'm like, please do not ever do that again. So I have some, uh, you know, dos and don'ts within there and some great, like, you can swipe copy that you can take for that initial email that goes out.

Yeah. So we're going to link all of that in the show notes or the YouTube description down below so you can get a copy of it. But, um, what haven't we talked about in terms of the pitch that can really set people up for success? What did we— are we missing anything in order to have them really take this first piece, put it into action and start even getting some results potentially. It sounds like you've had people download the, the template, really put it into action and then get booked pretty quickly.

You know, the, the media kit at first is gonna feel really overwhelming to the people who don't have their messaging dialed in. And I don't want you to stress.

Okay.

I want you to know, keep listening to episode 2 and 3. So for some of you, it's gonna feel really good right away. You're gonna be like, oh my God, I can like pitch myself tomorrow.

Yeah.

And some of you are gonna get stuck immediately at the bio.

Okay.

Some of you are gonna get stuck immediately. Like the top—

I feel like that's me. Whenever someone asks me for a bio, I'm like, yes, what do— who am I?

That's why this is so important. And if you're getting stuck here, it means you're getting stuck in so many other places in your business. Yes. And it means that you're probably not— I can tell you with 99% accuracy that you're probably really nervous when you make content. You don't know what to put out. You don't really know who you are in the world at a dinner table when you introduce yourself clearly and you feel a little less Less confident than you could feel if you just had that. So this is not just about pitching yourself. It's not just about podcasts. It's not just about monetizing. Those are all the beautiful results that you get. But this is about what happens when you actually get really clear in the world on what you're doing. And I think you're going to be really shocked at how simple, how we really simplify this down and really strip all of the things that you thought that you needed. But the simplest things are the most clear. And Natalie Ellis was just speaking at one of our events, and she said a quote on stage of someone, and she said, I would have written a shorter letter, but it would take too long. And so what's happening is we are never putting in the time and the energy and the effort to make what could be so easy for us in 30 days.

Yeah.

And so I want you guys to hear that. I think this is That is the most important thing I could ever say from someone who has been scattered her entire life and has never actually, believe it or not, felt confident, fully confident on anything, because I've never gotten dialed in and gone deep on something. Mm-hmm. And so I want you to know that if you do this, your confidence and your clarity and that struggle of trying to get the, the conversations out and the content is gonna get a lot easier.

Oh, I mean, I'm even just hearing as you share this again, the need for me to go back in and do a deeper version of this work. So everybody go grab the media kit. It'll be linked in the show notes, but I want you to sell us on part 2 of this conversation that'll be coming next week. Why should people tune into part 2 where we're gonna talk about, okay, great, you get booked, we're gonna help you get booked. I know that this works, but what's What do you say when the microphone turns on?

Oh my God. Okay. This is, this is where it gets really juicy and fun because you get to become a storyteller and we go throughout your life and we look for the stories that are relevant to the offer that we're going to choose that you're going to talk about on the podcast.

Yeah.

So, you know, even though I have multiple offers in my business and even though you do, Lindsay, um, what is your mastermind that you're doing right now? The new one.

So, well, I have the upgrade and then the upgrade mastermind. So all of that is around personal transformation as it relates to growing your business, like embodying the identity of the person who has the result that you want. That's the transformation.

So what we would do is we would decide one of those.

Yeah.

And even though you do both of them, we probably wouldn't talk about many— the other one that much. We would actually create relevant stories based on, let's say, the, um, upgrade. So we would create all of the relevant stories around the upgrade. We would create all of the relevant questions around that, and that is what we would talk about. And then the CTA or the freebie or the straight to DMs or the straight to website, whatever that would look like. It's essentially, if you can picture a sales page, everybody's seen a sales page. We've probably been on Lindsay's or you've probably been on mine or somebody else's sales page. What this is, is it's a living, breathing sales page with emotion and stories. And so when you can start picturing that, that a sales page has, um, the beginning, the pitch, the credibility, the transformational stories, the calls to action.

Mm-hmm.

And so we're walking you through that just like an old school infomercial, but with a ton of value. Those worked so well.

Yeah.

Because they follow a framework. They follow an emotional track. They follow a sales plan.

Mm-hmm.

So that's what part 2 is, is how do we figure out what your offer is and then trace back all relevant stories to create the questions that you would send for your course.

Okay. This is the living embodiment of what you're teaching, because I have learned so much as the host as we've had this conversation. I can't wait for part 2. So I just want you guys all to hear, this is what's possible when you really dedicate yourself. Because— and you've been working on this since June, so just a few months of you even dialing in your message. What exactly are your talking points around this? So I'm watching in real time someone who I've known for years really go deep in this topic, and it's something you have of all of the experience as a podcast host, as a podcast guest. And there is something for every single person listening that you can take and make your thing, the thing that you become known for, the thing that people ask. And they're like asking their friends, oh, who is that podcast guest? I'd love to have them on. Can you make an intro? Like, that's when things get really fun.

Really fun.

When you become like the in-demand podcast guest, and it becomes so easy because you've built, you've built up skillset and you have all the assets and you know your messaging. It just takes the dedication to spend the time to get really, really clear. And it's so worthwhile to do that. I'm literally watching it happen with you and it's making me so excited to do it for myself too.

I'm— no, this is when my friends are like, oh, I really— Natalie Ellis was just like, can you come and help me do this? I was like, yes, I literally cannot wait because you know so many women in your community. They're epic. They're amazing. And imagine this is just going to— 100x what they're doing when they get so, so clear. So it's going to give you more freedom to just have the authentic conversation too.

Okay, I'm so excited. Everybody go grab the media kit. That is your first step. We're going to keep building on this in parts 2 and 3 and tell you how to go even deeper into this process if you're really ready. Like, let's say we're recording this, you're listening to it when it airs in October of 2026. Let's say 2027, you know, this is your year for visibility. Spend the next 90 days getting very clear, very dialed in. Book your first couple of podcasts. If I were to lay out a plan for you, a visibility plan, that's what I would tell you to do between now and the end of the year to really set yourself up to fly.

Million percent. I love that.

Ugh. Okay. Grab the media kit. We're gonna see you in part 2, and I cannot wait. I can't wait for more.

I can't wait.

Okay. Thank you so much.

Thank you.