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Want to get in front of your dream clients without cold outreach or paying for ads? Podcast appearances might be the most underused, high-impact tool in your marketing arsenal.
In this mastermind session, Jessica Rhodes, founder of Interview Connections the first-ever podcast booking agency breaks down exactly how agency owners can use podcast guesting to build authority, generate warm leads, and close high-value clients.
With over a decade of experience booking entrepreneurs on podcasts, Jessica reveals why this is the easiest and most scalable way to grow your brand especially in a saturated agency market.
Why Podcast Guesting Works So Well
Most agencies struggle to stand out. Services like SEO, PPC, and web design all start to blur together in a sea of competitors. That’s where podcast guesting shines.
“Your story is quite literally the only thing that will truly set you apart from your competition.”
By being interviewed as a guest expert, you:
- Build authority and thought leadership
- Create a personal connection with listeners
- Get SEO backlinks from each podcast episode
- Warm up leads before the sales call
- Spark collaborations and even land direct clients from hosts themselves
Jessica shared that many of her clients report getting ROI not just from listeners but from the hosts. When the episode ends, the host often says, “How do you guys work?” and books a discovery call on the spot.
What Makes Podcast Guesting Different From Hosting a Show
Hosting your own podcast is powerful but it’s a big commitment. You’re responsible for content creation, audience growth, editing, and consistency.
Being a guest is easier and often more impactful in the early stages.
“As a guest, you can just show up, speak, deliver value, and leave.”
Before launching your own podcast, Jessica recommends doing guest interviews to:
- Hone your message
- Validate what topics resonate
- Start building an audience who already listens to podcasts
Step 1: Create a Podcast One Sheet That Converts
To land quality podcast interviews, you’ll need a podcast one sheet a simple, well-designed PDF that includes:
- Your short bio (150-250 words)
- 3-6 interview topics
- 5-7 sample questions for the host to ask
The goal is to make it easy for the host to say “yes” and run a smooth interview.
Pro Tip: Structure your topics around numbers and frameworks, such as:
- “5 Ways to Get More ROI from Your SEO”
- “The 3 Pillars of Podcast Guesting Success”
- “Why your SEO Rankings CTR is Dropping and What To Do About It”
This sparks curiosity and sets you apart as someone with a proven process.
Step 2: Choose Interview Topics That Attract Clients
Your podcast topics should:
- Solve a real pain point for your target audience
- Demonstrate your expertise
- Tie back to your services
Ask yourself:
- What problems do I solve for clients?
- What outcomes or transformations do I deliver?
- What myths or bad practices do I disagree with?
- What frameworks or unique beliefs set me apart?
“People buy when they feel emotionally connected and they stay when your values align with theirs.”
Don’t shy away from getting personal. Mentioning that you have two kids or 10 chickens might seem irrelevant but those little details help you bond with your audience.
Step 3: Maximize Each Interview With Strategic Calls-to-Action
At the end of nearly every podcast, the host will ask, “Where can listeners connect with you?”
Be ready with a clear and inviting CTA, such as:
- “Book a free discovery call at [your link]”
- “Download our free audit checklist”
- “Connect with me on LinkedIn and let’s talk”
And don’t overlook the Green Room opportunity after recording, many podcast hosts turn into real prospects.
Jessica shared that many clients land direct deals from hosts who realize mid-interview that they want to hire the guest.
Step 4: Repurpose the Interview for Maximum ROI
A single podcast appearance can fuel dozens of content pieces across your funnel. Here’s how to repurpose it:
- Social Media Posts – Announce your booking, recording day, and episode release.
- Video Clips – Use tools like Opus Clip to extract scroll-stopping content.
- Sales Nurture – Drop clips into email follow-ups before a sales call to pre-sell and build trust.
- Website Content – Transcribe the interview and turn it into a blog post.
- Lead Magnets – Use quotes or frameworks shared on the podcast in gated content.
“Having podcast interviews gives your sales team powerful tools. Send prospects links to your interviews and watch your close rates go up.”
You can even film yourself while recording (from another angle) to create behind-the-scenes Instagram content that boosts your authority.
Advanced Strategy: Use Podcast Guesting to Pre-Sell Prospects
Jessica recommends that agencies facing long sales cycles (like in B2B, legal, or enterprise niches) use podcast interviews to warm up leads before they even schedule a call.
One of her clients, Mike Maynard, runs a B2B tech PR agency and closes six-figure deals by linking podcast interviews inside proposals. When prospects listen to his interviews, they already trust him and they pick his agency over others.
“Podcast interviews aren’t just about visibility. They’re about closing.”
Want Someone to Book You on 30 Podcasts?
If all of this sounds amazing but you don’t have the time to pitch podcasts yourself, Interview Connections offers a done-for-you service.
Their Amplified Authority Program includes:
- 30 guaranteed podcast bookings
- A professionally designed one sheet
- Help with topics, CTAs, and strategy
- A media kit and coaching on how to show up like a pro
Check out their site or grab a spot in their Podcast Guesting Masterclass to get started.
Your voice is your brand’s secret weapon. In a sea of agency competitors, podcast guesting can be your shortcut to visibility, authority, and dream clients who already trust you before the first sales call.
At That Company, we’ve helped over 700 agencies scale their operations by taking service delivery off their plate so they can focus on exactly this kind of front-end visibility and thought leadership.
Want more trainings like this? Subscribe to our YouTube Channel for weekly mastermind replays.
Or if you’re ready to scale and want us to handle fulfillment while you focus on brand-building contact us for white label support today.
