Hey there, authors and aspiring authors — welcome back to another deep dive into the world of publishing! If you are new here, I am Don Schmidt, a publishing professional with over 40 years of industry experience and a Master’s in Publishing Science from Pace University. My mission? To help guide first-time authors through the maze of publishing, marketing, and selling their books.

👉 Before we dig in, make sure you follow my blog, The Book Kahuna Chronicles, for more tips, strategies, and real-world advice on how to make your author journey a success.

All right — let us get into it.

Why Podcasts Matter More Than Ever

In my recent survey of aspiring first-time authors, one concern came up over and over again:

How do I promote my book without a huge marketing budget?

That is a great question — and I get it. Not everyone has a big PR team or thousands of dollars to drop on advertising. But there is one tool that is accessible, growing, and often FREE for authors to tap into: podcasts.

Now, you might be thinking, “Podcasts? I am an author, not a podcaster!” But here is the truth:
Podcasts are one of the most powerful underused promotional tools for indie authors, traditionally published authors, and hybrid authors alike.

Let me break this down.

What Makes Podcasts So Valuable for Authors?

1️  The Audience is Already There
Podcasts come with built-in, loyal audiences. These listeners trust the host. They tune in every week, sometimes every day, because they want content, stories, insights, and expertise.
If you get invited as a guest, you’re not just pitching into the void — you’re stepping onto a platform where people are already eager to hear from you.

2️  It is Niche Marketing at Its Best
Podcasts thrive in niche topics. Whether you write science fiction, self-help, historical romance, or cookbooks, I guarantee there is a podcast that caters to that niche.
This is not shouting into the mass market. This is targeted, precision outreach.

3️  It Builds Author Credibility
When you are interviewed on a podcast, you are positioned as an expert, a creator, a thought leader. You are not just “another author” — you are someone with something valuable to say.
And that boosts your overall author brand.

4️  Evergreen Content
Unlike a social media post that disappears in 24 hours or a tweet that is buried in the feed, podcast episodes often live forever. New listeners can discover your episode months, even years, after it first aired. That is long-term exposure.

Step 1: Research the Right Podcasts

Not every podcast is going to be the right fit. You do not want to waste time pitching a business podcast if you write cozy mysteries.

Here is what I recommend:
✅ Start with a list of podcasts in your book’s category.
Search on platforms like Apple Podcasts, Spotify, Stitcher, and Google. Look for podcasts that:

  • Have active, recent episodes
  • Feature author interviews or talk about books
  • Have engaged audiences (check social media followers or listener reviews)

✅ Look for mid-sized podcasts.
Everyone wants to get on big shows like The Tim Ferriss Show or How I Built This — but those are often hard to land.
Smaller, niche podcasts may have fewer listeners, but their audience is more specialized and more engaged.

✅ Listen to a few episodes.
Get a feel for the show’s tone, style, and format. Understand what kind of guests they invite and how you could fit into their content.

Step 2: Craft a Compelling Podcast Pitch

This is where many authors stumble. Sending a generic “Hey, I wrote a book — can I be on your show?” email is not going to cut it.

Here is how to make a podcast host say YES:

✅ Personalize your pitch.
Mention the host by name. Reference a recent episode you enjoyed. Show you have done your homework.

✅ Explain why you are a fit.
Tie your book’s topic or theme to the podcast’s audience. What unique value will you bring to the conversation?

✅ Make it easy for them.
Include your bio, links to your book, and potential topics you can talk about.
Example:

“I can share behind-the-scenes stories about writing my historical mystery series, or I can talk about how indie authors can navigate the publishing process.”

✅ Be professional but warm.
Podcasting is a personal medium. Be yourself — but polished.

Step 3: Prepare for the Interview

You have landed a podcast slot — congrats! Now it is time to shine.

✅ Know your key messages.
What are the 3–5 main points you want listeners to take away? Write them down and practice articulating them clearly.

✅ Have stories ready.
People love stories, not sales pitches. Share interesting anecdotes about your writing process, character development, or research. Make it human.

✅ Check your tech.
Most interviews happen over Zoom or similar platforms. Make sure you have:

  • A good microphone or headset
  • A quiet space
  • A reliable internet connection

✅ Be respectful of time.
Stick to the agreed length. Do not hog the mic — be conversational.

Step 4: Promote the Episode Like Crazy

Once your episode airs, it is time to amplify.

✅ Share on your social channels.
Post about it on Facebook, Instagram, X (Twitter), LinkedIn, and your author website.
Tag the host — they will appreciate it and may reshare your posts.

✅ Email your list.
Let your subscribers know you were featured. Include a direct link.

✅ Include it in your media kit.
Every podcast appearance builds your credibility. Add it to your author press kit for future opportunities.

✅ Keep the relationship going.
Send a thank-you note to the host. Stay connected — you might be invited back!

Step 5: Consider Launching Your Own Podcast

Here is a bonus idea:
If you enjoy the podcasting world, why not start your own?

✅ You control the content.
Talk about your writing journey, interview other authors, or explore themes from your books.

✅ It is an ongoing promotional tool.
Every episode is a chance to remind listeners about your work.

✅ It builds community.
Your readers can become your listeners — and vice versa.

Of course, launching a podcast takes time, planning, and some technical know-how, but for some authors, it becomes a rewarding extension of their creative work.

Common Mistakes to Avoid

Let us talk about the pitfalls I have seen (and trust me, after four decades in publishing, I have seen plenty):

❌ Only focusing on big shows.
Remember, niche audiences can be more powerful than sheer numbers.

❌ Being overly promotional.
Podcast listeners want a conversation, not a commercial. Be interesting, not salesy.

❌ Neglecting post-interview promotion.
Your work is not done when the interview ends. Share, repost, and leverage that content.

❌ Failing to track results.
Pay attention to your book sales, website traffic, and social engagement after each appearance. See what is working.

Why This Matters for First-Time Authors

For many new authors, breaking through the noise is the biggest challenge.
Podcasts offer an intimate, authentic channel to:

  • Share your voice
  • Connect with readers
  • Establish your authority

You do not need a big budget. You just need preparation, persistence, and a willingness to put yourself out there.

Remember: Books do not sell themselves. But with the right tools — like podcasts — you can help them reach the audience they deserve.

Final Thoughts from The Book Kahuna

If you are reading this and thinking, “I don’t know if I’m interesting enough for a podcast…” — stop that thought right there.

You are interesting. You have a story.
And there is an audience out there that wants to hear it.

So take that step. Start researching, start pitching, and start showing up. You might be surprised at how much podcasting can transform your author platform.

👉 And don’t forget: Follow my blog, The Book Kahuna Chronicles, for more insider advice on how to navigate the ever-changing publishing world. Together, we will make sure your book gets the attention it deserves.

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