Drive awareness and sales through Guest Podcasting: An internal SOP for best practice

Podcast tours present a turnkey framework for predictably expanding your reach and revenues without reliance on any single platform. We created this guide after helping a client double their course sales using strategic podcast appearances and optimised content upgrades.

What’s Covered in This SOP?

• Crafting high-converting CTAs

• Developing signature content

• Researching aligned shows

• Pitching for instant excitement

• Structuring appearances for action

• Repurposing shows for current fans
  

What Results Can You Expect?

• Rapidly grow your audience and authority

• Reduce dependency on any one platform



• Fuel stable traffic and revenue growth
  

An Untapped Goldmine for Your Business

Top podcasts deliver highly targeted, engaged audiences reaching millions each month. Just one podcast appearance done right can generate instant credibility and awareness, fuelling surges in sales. Yet, the difference between lacklustre versus exceptional ROI lies in diligent upfront strategising and back-end optimisation.

In this guide, you’ll discover a proven framework for launching a "Profitable Podcast Tour" that takes the guesswork out of the process so you can effortlessly secure interviews and drive real ROI.

Whether you want to quickly score a brand-building burst of interviews or systematically release shows fuelling sales, this crash course will walk you through exactly how to slate, pitch, deliver, and monetise a sustained series of podcast appearances that continually grow your business.

Define Your Podcast Tour Goal

Kicking off your profitable podcast tour starts with getting crystal clear on your primary objective. This first step is essential because your overarching goal will dictate your content focus, show selection, delivery style, follow-up offers, and more. While podcast tours can support multiple aims, narrowing to one clear purpose streamlines decision-making as you configure your campaign.

Common Goals Include:

• Launch Exposure: Blanket visibility for a new programme/product release

• Lead Generation: Collecting emails, free consults, etc.

• Direct Sales: Promotions directing to paid offers



• Brand Awareness: Broad recognition in your niche

Ask yourself:

• What would getting 5-10 podcast interviews in the next month or two do for my business right now?

• Do I need awareness, leads, or sales most in this season?

Once you settle on a singular tour goal, it becomes easy to align everything else for optimisation. For example, if direct sales are your target, ensure your CTA and content drives to a specific paid offer. If you want leads, highlight opt-in resources.



Let your ideal outcome guide the rest of your tour.

Craft Your Podcast CTA

With your tour goal clarified, the next key step is crafting your podcast CTA – the call-to-action you'll direct listeners to at the end of the interview. An optimised CTA is essential for driving conversions and ROI from your appearances. Follow this process:

• Identify Your Conversion Action: Based on your tour goal, determine the specific action you want listeners taking post-interview, e.g.:

• Signing up for a free consultation

• Joining your email list

• Buying a specific product/programme

• Booking a discovery call

• Create Value-Driven Offer or Incentive: Sweeten the appeal of your CTA by attaching a compelling lead magnet, discount, or exclusive opportunity for interview listeners only.

• Make It Memorable: Distil your CTA down to a simple, action-oriented phrase or sentence that interviewees can easily recall.

• Practice Smooth Verbal Delivery: Script out how you'll clearly communicate your CTA in conversation at the end of the interview.
  

Compile Your Podcast List

With your podcast tour goal set, conversion CTA prepared, and killer content angle ready, you next need to identify the right shows to pitch. Vetting and outreach can be tedious, so follow this process to create your pitch list efficiently:

• Define Your Audience Avatar: Get very specific on the listener avatar for your content in terms of demographics, psychographics, values, behaviours, etc.

• Find Their Favourite Podcasts: Leverage review sites like ListenNotes to search by category and reviews to identify where your audience avatar congregates.

• Create Your Target List: Curate a list of 15-25 top podcasts aligned to your audience avatar and content focus.

• Research Contact Details: Harvest booking emails and contact forms for your list by exploring podcast websites and social channels.

• Qualify Priority Levels: Designate podcasts as A, B or C level priority according to perceived authority, reach potential, and interview production value.
  

Craft Your Irresistible Pitch

With your podcast list set, now you need to compose a compelling pitch. Avoid sounding overly promotional or self-focused. Instead, ignite excitement by proposing an insider conversation no one else could offer.

Follow this formula:

• Summarise Their Audience + Mission: Flatter hosts by acknowledging who they serve and what makes their show unique.



• Propose Your Signature Content: Paint a vivid picture of the memorable stories and little-known advice you’ll gift their fans tailored to what they care about most.

• Highlight Promotion Offerings: Spotlight all the ways you’ll drive new listeners to their episode through your platforms and networks, even with smaller followings.

• Close With Graciousness: Express your desire to collaborate, not present demands. Then make next steps easy by including a media kit and suggestions for coordinating.

Pitching from this abundance mindset and leading with audience value stacks the deck for hosts eagerly saying yes. Fine-tune messaging while structuring offers in this fashion before outreach to maximise booked invitations.

Structure Interviews for Action

The trick to delivering a killer interview is planning stories and teasers that get fans hooked, so by the end they’re dying to check out your offer. Sprinkle in some “Wait, what?!” facts, almost like laying down a trail of cookie crumbs. Do it right and they’ll sprint to your opt-in page the second the mics switch off.

Follow this roadmap when planning show appearances:

• Reiterate Your Audience Value: Restate within interview intros how your insights satisfy listener needs to reinforce relevance.

• Pepper In Wow Moments: Memorise shocking statistics, contrary opinions, or little-known analogies that make fans pause and engage more intently.

• Watch Word Choice: Avoid insider jargon to ensure advice seems accessible rather than intimidating to mainstream fans.

• Sprinkle Calls-To-Action: Casually reference resources and offers 2-3 times rather than just once at the end so fans recall.

• Mind Interview Flow: Strategically sequence stories and teasers so fans feel they’re building to a satisfying conclusion.
  

Repurpose & Highlight Your Appearances

Just because recording wraps on your podcast interview doesn't mean your work ends there. Leveraging appearances on the back end reinforces value and drives leads and sales from both fans AND current followers.

• Promote New Episodes: Share scheduled podcast launch dates and replay links across your email lists and social channels.

• Create Best Of Reels + Clips: Repurpose interview highlights into stand-alone snippets perfect for sharing across platforms.

• Monitor and Engage Comments: Reply to feedback and reviews on podcast platform sites to demonstrate engagement.

• Send Follow-Up Offers: Segment out new fans from appearances by creating space in CRMs or email lists for future nurturing.

• Give Recognition: Show graciousness by shouting out or giving small gifts to podcast partners to strengthen relationships for repeat bookings.

Work pre-launch promotion, post-launch amplification, listener engagement and host appreciation into your regular protocols to continually compound visibility and monetary gains from podcast tours.