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The Ultimate Guide to Booking Podcast Guests

PodRewind Team
19 min read
Microphone on table next to armchair and candles

TL;DR: Quality guests say yes to podcasters who do their homework. Research before reaching out, send concise pitches that clearly communicate value, and leverage each guest to reach the next. Download numbers matter less than preparation and professionalism—even small shows can land impressive guests when they make the process easy and worthwhile.

Table of Contents

Why Guests Matter (And When to Skip Them)

Guests solve several problems simultaneously. They bring content (you're no longer solely responsible for filling airtime), audiences (their network becomes aware of your show), and credibility (association with respected guests elevates your brand).

But guests also add complexity. You need to find them, schedule them, prepare for them, and manage conversations you don't fully control. Some podcasts are better without this overhead.

When Guests Make Sense

Interview-format shows: If your podcast concept centers on conversations, guests are essential. The format assumes them.

Expertise beyond yours: When topics require knowledge you don't have, guests provide it. A business podcast can interview specialists in legal, financial, and operational areas the host doesn't know deeply.

Network building goals: Every guest interview is a networking conversation disguised as content. If relationship building is a priority, guests advance that goal.

Content variety: After 50 solo episodes on a topic, fresh perspectives prevent staleness. Guests bring angles you wouldn't generate alone.

When to Skip Guests

Strong personal perspective: Some podcasts work because of the host's unique viewpoint. Adding guests dilutes what makes the show distinctive.

Audience wants you: If listeners subscribe for your commentary, they may not want conversations with strangers. Solo shows often build stronger parasocial connection.

Scheduling complexity is prohibitive: Guest coordination requires time. If you're already struggling with consistency, adding guest management may not help.

Topic doesn't benefit from variety: Highly focused skill-teaching sometimes works better as sequential solo instruction than scattered guest perspectives.

Bottom line: guests are valuable but optional. Make a deliberate choice based on your goals and format.

Defining Your Ideal Guest Profile

Random outreach produces random results. Define specifically who you want before reaching out to anyone.

Audience Alignment

Your ideal guest is someone your audience wants to hear from. This sounds obvious, but podcasters often chase impressive names over relevant ones.

Ask: "If my listeners could request anyone to be on my show, who would they pick?" That's your target list.

Expertise Considerations

Subject matter experts: People with deep knowledge in your topic area. They bring credibility and information your audience wants.

Practitioners: People actively doing the work your audience wants to do. They bring practical, current experience rather than theoretical knowledge.

Contrarian voices: People who disagree with conventional wisdom in your space. They bring debate and differentiation.

Rising stars: People building reputation but not yet famous. They're easier to book and often more engaged than established names.

Don't pursue only the biggest names. A mix of accessible experts and aspirational targets creates a sustainable pipeline.

Episode-Specific vs. Recurring Guest Types

Some guests fit one specific episode topic. Others might appear multiple times as your relationship develops.

Identify which guests you want for one-time appearances and which might become recurring contributors. Different outreach strategies apply.

Red Flags to Watch For

Pure promoters: People who only do podcasts to pitch their products. They'll redirect every question to their sales message.

Over-exposed guests: People who've been on 200 podcasts saying the same things. Your listeners may have heard them already.

Difficult personalities: Reputation research matters. Guests known for being unpleasant or unreliable aren't worth the trouble.

Where to Find Potential Guests

Once you know who you're looking for, you need to find them.

Your Existing Network

Start with people you already know. Friends, colleagues, industry connections—these first-degree contacts are most likely to say yes and easiest to book.

Go through your LinkedIn connections, email contacts, and professional relationships. You'll be surprised how many potential guests you already have access to.

Other Podcasts

Listen to podcasts in adjacent spaces. The guests on those shows are demonstrably willing to do podcast interviews—you know they'll say yes to the format.

Note guests who were particularly engaging or relevant to your audience. These become outreach targets with built-in proof of interview capability.

Social Media Discovery

LinkedIn: Search by job title, company, or topic expertise. Filter by content creators (people who post regularly are often open to podcast appearances).

Twitter/X: Follow conversations in your niche. People actively engaged in public discussion are often willing to bring that discussion to podcasts.

YouTube: Content creators on video platforms often want podcast exposure for audience diversification.

Industry Events and Conferences

Speakers at conferences have already agreed to share their expertise publicly. They're pre-qualified for podcast appearances.

Conference speaker lists are usually published months in advance. Research before events and reach out to speakers you want.

Books and Publications

Authors need to promote their work. The months around a book launch are ideal for booking authors—they're actively seeking media appearances.

Business book authors, in particular, often do extensive podcast tours. They understand the format and come prepared.

Guest Databases and Directories

Several platforms connect podcasters with potential guests:

PodMatch: Matching service pairing hosts with guests. Both parties create profiles; the algorithm suggests matches.

MatchMaker.fm: Similar matching concept with different user base.

HARO (Help a Reporter Out): Technically for journalists, but podcast hosts can post queries. Attracts people actively seeking media exposure.

Referrals from Previous Guests

At the end of every interview, ask: "Who else should I have on this show?" Your guests know others in their space and can make warm introductions.

This compounds over time. Each guest opens doors to others, creating an expanding network of possibilities.

Research: Preparing Before You Reach Out

Research separates successful pitches from spam. The time invested dramatically improves response rates.

Learn Their Background

Before contacting anyone, know:

  • Their current role and company
  • Their expertise and focus areas
  • Recent work or projects they're promoting
  • Accomplishments relevant to your audience

This takes 10-15 minutes per person. It's not optional.

Study Their Previous Podcast Appearances

If your target has been on other podcasts, listen to at least one episode. You'll learn:

  • How they communicate
  • Stories they've already told
  • Questions they've answered repeatedly
  • Topics they're clearly passionate about

Your pitch should demonstrate you won't ask the same questions everyone else does. Previous appearances show you what to avoid and what to explore more deeply.

Understand What They're Promoting

Most podcast guests have something to promote: a book, course, company, or personal brand. Understanding their promotional goals helps you frame value.

Your pitch can reference their work specifically: "I'd love to discuss the framework from your recent book" hits better than "I'd love to discuss your expertise."

Find the Right Contact Method

Not everyone responds to the same channels:

  • Some prefer email (usually best)
  • Some respond faster on LinkedIn or Twitter
  • Some have podcast booking pages on their websites
  • High-profile guests often have assistants or publicists handling requests

Look for contact preferences before defaulting to cold email. The right channel increases response rates.

Using Your Archive for Returning Guests

If you're booking someone who's appeared on your show before, your preparation should include reviewing their previous appearance.

Search your transcript archive for everything they said. What topics did you cover? What did they emphasize? What follow-up questions make sense now?

This preparation impresses return guests and creates continuity listeners appreciate.

For detailed guidance, see our article on how to prepare for repeat guests with archive search.

Crafting the Perfect Guest Pitch

Your outreach email has seconds to make an impression. Every element needs to work.

The Subject Line

Subject lines determine whether your email gets opened. Keep them clear and specific:

  • "Guest invitation: [Your Podcast Name]"
  • "[Their Name] + [Your Podcast Name] interview request"
  • "Podcast interview about [Specific Topic]"

Avoid clickbait, ALL CAPS, or anything that looks like spam. Straightforward works.

Opening: Demonstrate You Did Your Homework

Start by showing you know who they are. Reference specific work, accomplishments, or content they've created.

Weak: "I came across your profile and thought you'd be a great fit for my show."

Strong: "I listened to your recent episode on [Other Podcast] about [Topic]—your point about [Specific Insight] is exactly the perspective my audience needs to hear."

The strong opening proves you're not sending identical emails to 500 people. It establishes respect for their work and your credibility as a prepared host.

Middle: Clear Value Proposition

Explain:

  1. What your podcast is about
  2. Who listens (audience description, not just numbers)
  3. What you'd discuss together
  4. Why this benefits them

Don't oversell your download numbers if they're modest. Focus on audience quality and engagement instead.

Close: Make Response Easy

End with a specific, easy-to-answer ask:

Weak: "Let me know if you're interested."

Strong: "Would you be available for a 45-minute recording in the next few weeks? I'm flexible on timing."

Include any relevant links: your podcast, a sample episode, or your scheduling page. Make it easy for them to learn more or say yes.

Length and Formatting

Shorter is better. If your pitch exceeds 200 words, cut it. Busy people don't read long cold emails.

Use short paragraphs (2-3 sentences max). Include white space. Make it easy to skim and easy to respond.

Email Templates That Work

Here are proven templates you can adapt. Personalize the bracketed sections with your research.

Template 1: Standard Guest Invitation

Subject: Podcast interview invitation: [Your Podcast Name]

Hi [First Name],

I host [Your Podcast Name], a show about [topic] for [audience description]. I recently [read/listened to/saw] your [specific work], and your perspective on [specific topic] is exactly what my listeners need to hear.

I'd love to invite you for a 45-minute conversation about [specific topic or angle]. We'd focus on [2-3 specific talking points], which I think would be valuable for your audience as well.

Recent guests include [2-3 recognizable names if you have them].

Would you be available for a recording in the next few weeks? Happy to work around your schedule.

Best, [Your Name] [Podcast link]

Template 2: Book Launch / Promotion Tie-In

Subject: [Book Title] interview for [Your Podcast Name]

Hi [First Name],

Congratulations on the upcoming release of [Book Title]—I pre-ordered my copy after reading your posts about [specific theme].

I'd love to have you on [Your Podcast Name] to discuss [specific topic from the book]. Our audience of [audience description] would particularly appreciate your take on [specific angle].

The episode would release around [timeframe], which hopefully aligns with your promotional schedule.

Would a 45-minute recording work for you sometime in [month]?

Best, [Your Name] [Podcast link]

Template 3: Referral Introduction

Subject: Introduction from [Mutual Connection]

Hi [First Name],

[Mutual Connection] suggested I reach out—they mentioned you'd be a great guest for [Your Podcast Name] after their recent appearance.

We're a show about [topic] for [audience description]. Based on your work in [their specialty], I'd love to have a conversation about [specific angle or topic].

[Mutual Connection]'s episode is here if you'd like a sense of the format: [link]

Would you be open to a 45-minute recording in the coming weeks?

Best, [Your Name]

Template 4: Past Podcast Appearance Reference

Subject: Following up on your [Other Podcast] episode

Hi [First Name],

I just finished your episode on [Other Podcast Name], and your point about [specific insight] was fascinating. I'd love to explore that topic further with you for my audience.

I host [Your Podcast Name], which reaches [audience description]. Rather than covering the same ground, I'm interested in diving deeper into [specific angle they only touched on briefly].

Would you be interested in a 45-minute conversation in the next few weeks?

Best, [Your Name] [Podcast link]

Template 5: Follow-Up (No Response)

Subject: Re: [Original Subject Line]

Hi [First Name],

Just floating this back up in case it got buried. I'd love to have you on [Your Podcast Name] to discuss [topic].

No pressure either way—I know schedules fill up quickly.

Best, [Your Name]

Send follow-ups 5-7 days after no response. One follow-up is appropriate; more than two is pushy.

Booking Guests When You Have No Audience

New podcasters face a chicken-and-egg problem: guests want audience exposure, but you need guests to build an audience.

This problem is more solvable than it appears.

Lead with Other Value

If you can't offer big download numbers, offer something else:

  • Audience quality: "We reach 200 listeners who are [specific high-value demographic]"
  • Content depth: "We do longer-form conversations than most shows in this space"
  • Promotional commitment: "I'll promote across my [LinkedIn/newsletter/etc.] reaching X people"
  • Professional production: "I produce studio-quality episodes with professional editing"
  • Convenience: "I make the process as easy as possible for guests"

Small audiences of the right people often matter more than large general audiences. Emphasize fit over size.

Target Rising Voices

Not everyone needs massive exposure. Some potential guests are:

  • Authors with new or upcoming books (especially debut authors)
  • People building personal brands who need any media appearances
  • Startup founders before they're famous
  • Academics who want to reach general audiences
  • Experts who've been on few or no podcasts

These guests are delighted to be asked. They won't grill you about download numbers.

Start Within Your Network

Your first guests should be people who'll say yes because of your relationship, not your reach. Friends, colleagues, and professional connections establish your track record.

By episode 20, you have a catalog demonstrating you're a real podcast that exists and delivers decent production. That portfolio makes future pitches credible.

Guest on Other Podcasts First

Being a guest on other shows demonstrates you understand the format and can provide value. Hosts you've appeared with may reciprocate by appearing on yours.

This also builds name recognition. When you pitch someone, they may have heard your guest appearances elsewhere.

Under-Promise and Over-Deliver

Be honest about your audience size, but exceed expectations everywhere else:

  • Send incredibly well-prepared questions
  • Produce excellent audio quality
  • Promote extensively
  • Make the experience pleasant and professional

Guests who enjoy the experience become advocates regardless of your download numbers.

The Guest Booking Process: Logistics

Once someone agrees to appear, a smooth process keeps them committed and prepared.

Confirmation and Scheduling

Send a confirmation immediately after receiving a "yes":

  • Express thanks
  • Confirm the topic/angle
  • Share scheduling link (Calendly, SavvyCal, etc.) or propose specific times
  • Note expected duration
  • Mention technical requirements

Make scheduling frictionless. Multiple back-and-forth emails about availability kills momentum.

Pre-Interview Communication

Before recording, send:

  • Reminder email (24-48 hours prior): Confirm date/time/connection details
  • Topic overview: Key areas you'll explore (not a rigid question list)
  • Tech requirements: Software needed, headphone recommendation, mic tips
  • Logistics: How to connect, expected duration, what happens after

Some hosts share exact questions in advance; others prefer spontaneous conversation. State your preference so guests know what to expect.

Recording Setup

For remote recordings:

  • Send the connection link
  • Test equipment before going live
  • Have backup communication method (phone number) if tech fails
  • Record locally on your end as backup

For in-person recordings:

  • Confirm location and any access instructions
  • Have water available
  • Test levels before beginning
  • Allow a few minutes for setup and small talk before recording

Post-Recording Process

Immediately after recording:

  • Thank them
  • Confirm the expected publication date
  • Explain what promotion they can expect from you
  • Ask what promotion they'll do (if any)
  • Request any links or resources to include in show notes

Follow up when the episode publishes with:

  • Direct link to the episode
  • Suggested social media copy they can use
  • Thanks again and invitation to return

Release and Promotion

Tag guests when promoting. Make it easy for them to share by providing:

  • Pre-written tweets/posts
  • Quote graphics or audiograms
  • Direct episode links

Track who promotes and who doesn't. Guests who share your episodes are higher priority for future opportunities.

Building a Consistent Guest Pipeline

Random outreach produces inconsistent results. Systematic guest acquisition creates reliable flow.

Batch Outreach

Dedicate specific time to guest outreach rather than doing it sporadically:

  • Weekly: 1-2 hours for research and sending pitches
  • Track outreach in a spreadsheet or CRM
  • Follow up systematically on non-responses

Consistent outreach generates consistent bookings. Sporadic outreach creates feast-or-famine cycles.

Pipeline Management

Track guests through stages:

  1. Identified: On your list but not contacted
  2. Contacted: Pitch sent, awaiting response
  3. Confirmed: Agreement to appear, needs scheduling
  4. Scheduled: Date set
  5. Recorded: Interview complete, awaiting publication
  6. Published: Episode live

Maintain visibility into each stage. If "confirmed" stage fills up but "scheduled" doesn't, you have a scheduling bottleneck. If "contacted" has low conversion, your pitch needs work.

Overbooking Intentionally

Guests cancel. Schedules change. Book more guests than you need so cancellations don't create gaps in your publishing schedule.

If everyone shows up, you have episodes in reserve. That's a good problem.

Seasonal and Promotional Timing

Some times are better for booking:

  • Book launches: Authors need promotion (check Amazon for upcoming releases in your space)
  • Conference season: Speakers are primed to discuss their topics
  • New Year: People pursue new projects and visibility
  • End of year: Some guests have lighter schedules during holiday periods

Plan outreach around these windows for better response rates.

Leveraging Past Guests for Future Bookings

Each guest you host opens doors to future opportunities.

Ask for Referrals

At the end of every interview, ask: "Who else should I have on this show?" Guests often have direct connections to others in their space.

A warm introduction from a mutual connection dramatically increases acceptance rates compared to cold outreach.

Second and Third Appearances

Guests who had a good experience often want to return. Return appearances:

  • Require less booking effort (relationship exists)
  • Provide content continuity listeners appreciate
  • Allow deeper exploration than one-time appearances permit

Track guests who are good fits for future episodes on related topics.

Social Proof in Pitches

Past guests become credentials in future pitches. "Recent guests include [Name], [Name], and [Name]" signals you're a legitimate show that serious people appear on.

Choose names strategically—use guests your pitch target would recognize and respect.

Guest-to-Guest Introductions

When two of your past guests would benefit from knowing each other, introduce them. This generosity builds goodwill and positions you as a connector in your space.

Connected guests think of you when opportunities arise.

Guest Marketplaces: Pros and Cons

Services like PodMatch and MatchMaker.fm connect hosts with guest-seekers. They can be useful but have limitations.

Advantages

Reduced outreach effort: Guests come to you rather than requiring cold outreach.

Pre-qualified interest: People on these platforms actively want podcast appearances.

Discovery of non-obvious guests: You may find experts you wouldn't have discovered otherwise.

Disadvantages

Lower guest quality (sometimes): People aggressively seeking podcast appearances may be more interested in promotion than providing value.

Generic pitches: Guests on platforms often send templated pitches without genuine interest in your specific show.

Competition: Popular guests receive many requests; your invitation is one of many.

How to Use Them Effectively

Be selective: Not everyone who requests appearance is a good fit. Apply the same standards as you would for guests you proactively seek.

Still do research: Vet platform guests as thoroughly as cold-pitched ones. A request to appear doesn't mean they'll be good.

Don't rely solely on platforms: Use them as supplement to, not replacement for, proactive outreach. The best guests often aren't on these platforms.

Preparing for Guest Interviews: Using Your Archive

Your preparation directly impacts interview quality. For returning guests, your transcript archive is invaluable.

Search Past Conversations

If a guest has appeared before, search your archive for everything they said. Review:

  • Topics you already covered thoroughly
  • Topics you only touched on
  • Things they said that deserve follow-up
  • Promises or predictions worth revisiting

This prevents repetition and enables deeper exploration.

Find Connections Across Episodes

Your archive may contain references to your upcoming guest from other episodes. Previous guests may have mentioned them, discussed their work, or addressed related topics.

These connections create conversation threads: "When [Previous Guest] was on the show, they mentioned your research on [topic]..."

Create Episode Continuity

For topics you've discussed across multiple episodes, your archive shows the conversation's evolution. You can reference past episodes: "We discussed this with [Other Guest] six months ago—here's what's changed since..."

This creates a sense of ongoing conversation that rewards loyal listeners.

For detailed guidance, see how to prepare for repeat guests with archive search and how to search your archive before recording.

Common Guest Booking Mistakes

Pitching Without Research

Generic pitches that could apply to anyone signal that you don't care enough to learn about this specific person. Response rates suffer accordingly.

Fix: Spend 10-15 minutes researching before every pitch. Reference specific work they've done.

Overselling Your Show

Inflating download numbers or audience size may get initial yeses, but guests talk. Reputation damage from misleading claims outweighs any short-term gains.

Fix: Be honest about your audience. Emphasize quality and fit over quantity.

Vague Topic Proposals

"I'd love to have you on to talk about your work" gives the guest nothing to evaluate. They can't determine if this is worth their time.

Fix: Propose specific angles and topics. Show you've thought about what would be valuable.

Friction-Filled Process

Every extra step reduces completion rate. Lengthy intake forms, complicated scheduling, unclear technical requirements—each creates opportunities to lose committed guests.

Fix: Make your process as smooth as possible. Test it yourself and eliminate unnecessary steps.

Neglecting Post-Episode Relationship

Guests who never hear from you after the episode publishes won't refer others or return themselves. The relationship dies.

Fix: Follow up when episodes publish. Check in periodically. Treat guests as ongoing relationships, not transactions.

Only Pursuing Big Names

Chasing only famous guests means constant rejection and exhausting outreach. Meanwhile, accessible experts who would provide excellent episodes go un-pitched.

Fix: Pursue a mix of aspirational and accessible targets. Excellent guests don't require fame.

Not Following Up

Many guests mean to respond but get busy. A single unanswered email doesn't mean no—it often just means buried.

Fix: Send one polite follow-up 5-7 days after no response. Many bookings happen on the follow-up.

FAQ

How do I get podcast guests with a new show?

Start with your existing network—people who'll say yes because they know you. Target rising voices who need any media exposure. Be honest about your audience size but emphasize quality and professionalism. Each guest becomes credential for booking the next.

How many cold emails does it take to book a guest?

Response rates vary widely. Expect 10-30% response rate on cold outreach and perhaps 20-50% conversion from response to booking. Plan to send 5-10 pitches for each guest you need.

When should I send follow-up emails?

Wait 5-7 days after your initial email. Send one brief, polite follow-up. If still no response after the follow-up, move on. More than one follow-up becomes pushy.

How do I book high-profile guests?

Build toward them. Start with accessible guests, develop a portfolio of quality episodes, collect referrals, and gradually reach higher. High-profile guests say yes to established shows with track records, not new shows without portfolios.

Should I pay guests to appear?

Generally no. Legitimate experts appear on podcasts for exposure, not payment. Paying creates weird dynamics and attracts guests motivated by money rather than value provision. The exception is if your entire industry norm involves guest payments.

How far in advance should I book guests?

Book 4-8 weeks ahead to maintain a comfortable buffer. Some high-demand guests book months out. Ask about their availability window when pitching.

What if a guest cancels at the last minute?

It happens. Maintain a backlog of pre-recorded episodes for emergencies. Have a solo episode topic ready you can record quickly. Reschedule with the canceling guest without burning the relationship.

How do I handle guests who only want to pitch their products?

Set expectations in pre-interview communication about conversation balance. During recording, redirect promotional tangents back to substantive topics. In editing, trim excessive promotion. For future bookings, vet more carefully.

Should I share questions with guests in advance?

Preferences vary. Sharing general topics without exact questions lets guests prepare while preserving conversational spontaneity. Some guests specifically request questions; accommodate if they do.

How do I make guest recruitment sustainable?

Batch outreach into dedicated weekly time. Build systems (tracking spreadsheets, email templates, scheduling links) that reduce friction. Ask every guest for referrals. Create virtuous cycles where each appearance generates future opportunities.

Photo by Sofie Woldrich on Unsplash: https://unsplash.com/photos/microphone-on-table-next-to-armchair-and-candles-hmU7nUmGXQM

Build Your Guest Network

Successful guest booking comes down to consistent professionalism across research, outreach, and relationship management. Start with who you know, expand through referrals and research, and treat every guest as a long-term relationship rather than a single transaction.

The best guest networks take years to build. Start building yours today.

Ready to prepare more effectively for guests? When you can search every past conversation instantly, you'll never ask a returning guest the same question twice. Start your free PodRewind trial and make every guest feel like your only guest.

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