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How to Get Booked on High Level Podcasts (Joe Rogan Experience, Tim Ferriss Podcast) – Erik Jacobson

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– If you host a podcast, you know how frequently we
all get these cold emails, pitching us on guests. I got an email like this recently, from a guy named Erik Jacobson, trying to pitch one of his clients to be on the Alex Berman Podcast, my podcast, which you can check out below. I’ll put the email up here, because the cold email is so well done, I not only booked the guest
that Erik recommended, but I actually reached out to Erik to have him on the podcast, and in today’s video, I wanna share a conversation that we had, all about how to get
booked on top podcast. The first thing we talked about was, the concept of a podcast tour. – [Erik] I saw people
executing a strategy of, quote on quote, like podcast tour. I didn’t know that term at that point, but I had seen authors like literally appear through my podcast feeds, on like 20 or 30 different podcasts, over the course of three to six months, and I’m like, okay, clearly this is a strategy
that they are executing, it’s not just like, haphazard, they just end up as a guest on a podcast. So I started looking into
it more, I’m like, okay, I heard some people who had done it and said that it was the
number one channel for growth. – This was a huge strategy for
us at experiment 27 as well, and I’ve talked about that in past videos, how I’ve been an entrepreneur on fire, and all these top podcasts,
but if you can identify, where your market lives, and if that is, certain podcasts, and you
can get on those shows, it can lead to a bunch more customers. I know for us, there were
maybe a dozen agency podcasts, and we got on almost all of them. There were a couple
that we haven’t been on, but those were ones where
the host of the show, charged guests like a commercial, which I don’t support at all, or am I just too cheap to test it? Next we talked in-depth about the pitch, how does Erik pitch a podcast
tour to high level prospects? – [Erik] There’s two
main things that we do, one is we want to provide
value to the podcaster, like so many people pitch, and
this could be for anything, but, pitching for your business, pitching journalists, pitching podcasts, and all they do is talk about themselves or why they’re so great, or
their list of achievements. What we try to do is,
kind of, reverse engineer, like what the podcaster cares about, or what their audience cares about, and how we can help like
fill the void there, and kind of, weave in
some credibility markers, but we’re not really talking
about ourself or our clients, were talking about the
things that they can teach, and so it’s just all about
providing value to them and to their audience,
and it’s not about us. – We’ll link down in the description to that exact email script, as well. It’s interesting because, as
a meta-learning, as a whole, I found that people that
cold email to be on podcasts, usually aren’t worth talking to. So, hearing it from me, who’s
booked a bunch of podcasts with cold email, or from
Erik, who’s done the same, it’s interesting to see it work, and it actually speaks
a lot to cold email, as a concept. Just because you wouldn’t
buy from a cold email, doesn’t mean the market as a whole wouldn’t buy from a cold email, or book a podcast guest, or whatever. Erik helped Tim Ferris write the book, Tools for Titans, based on his podcast, and so he knows Tim Ferris, he knows some of these other people, and I wanted to talk to him about, getting booked on large shows, so something like the
Joe Rogan Experience. – [Erik] Well, we do is we bucket them into small, medium, or large. Small, we categorize as 500
to 2000 downloads per episode, medium, 2,000 to 10,000, and large is anything above 10,000, and then you get into like, super-large, which is Tim Ferriss style stuff, and you’re getting into
hundreds of thousands. So, but getting on those
extra-extra-large ones, that is sending a cold
email pitch, is possible. We have, we actually have had
success with that in the past, but you’ve got to come up
with more unique ways to get in front of them, a lot
of them need warm intros, so if you can get connected
with someone they know, and go in through that way, or if you can do some unique outreach, you’ve just got to think
outside of the box on this, and not be like everyone else. They’re getting slammed with inbound, they don’t have a problem getting guests, so you’ve got to find a way to stand out, and I think you just comes
down to reverse engineering, like what they care about right now, and then seeing if you
can help them with that. – The takeaway from that is, there’s no real secret to get on these huge shows. The way I like to think about it is, when you’re ready to get on something like the Joe Rogan Experience,
or The Tim Ferriss Show, it will happen, you’ll
run into them at an event, they’ll be impressed by you,
and you’ll get on the show. Well, Erik says he’s heard
about one or two people getting booked on Joe
Rogan with a cold email. Those gigantic shows are
the type where the host has to hear about you,
and usually reach out, but if you think about it and you have a specific
strategy for each podcast host, you can most likely figure out
how to get their attention. One of my friends was on Mixergy recently, and it’s because he ran into
Andrew Warner, the host, at a conference, and they
just started talking about his life story, and it
happened organically. If you really want to get
on one of these big shows, you could do something like that, and then we talked about
why those big shows aren’t the best anyway, at
least when you’re starting out. You’re more likely to embarrass yourself, then you are to get a bunch of customers, if you haven’t done podcast interviews. So, me and Erik talked about, the reasons why smaller medium podcasts are way better to start. – We, for the most part, don’t pitch these extra large shows, because a lot of people, aren’t a perfect fit
for the Joe Rogan show. You can’t just be some random person, like, Joe has specific
types of people they like to have on it, and so you
just have to make sure you kinda fit that mode, and so we have kind of honed our expertise around medium and large, and then from time to time
we do go for the extra large, but those are not gonna
build your momentum, those are gonna be one-time hits, It’s just hard to build momentum
on these extra large shows because, number one, the amount of time it’ll take to close it
will be several months and then their content
calendars are gonna be probably six months out,
so you’ll do the interview and it might not air a lot of
times for three to six months from that, and so it’s just a longer game as if, what we’ve found
is better is to have like an engine of these
interviews going out every month, and that once they start going live, you’re having three to
five interviews or more going live every month
within the first few months. If you’re just starting and you
haven’t done any interviews, do not pitch the extra
large podcast first, like start smaller and work your way up. – Check out the video on how we booked a bunch of podcast interviews, I’ll link that down in
the description as well, and it goes into detail of
how we did our podcast for. Also if you want the exact contracts we use for client calls, it
cost us about a thousand bucks put together, you can have it for free, that’s down in the description as well, and if you really wanna help with channel, I’d love if you would share
this with a friend or two. We’re trying to hit a 100,000
subs, so every share counts, and if you need help with your marketing, especially if you run a digital agency, check out experiment27.com, we’d be happy to find you
more enterprise clients, also Eric’s information is down in the description box below. Thanks for watching!

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5 thoughts on “How to Get Booked on High Level Podcasts (Joe Rogan Experience, Tim Ferriss Podcast) – Erik Jacobson”

  1. Jannik Lindner says:

    Hey Alex, thank you for your good content. I am building an digital marketing agency with currently 8 team members and we are getting good results. Just subscribed to your Podcast 🙂

    All the best from germany!

  2. Danny Veiga says:

    Awesome tips. I’ve been looking to do something similar and this has been a great strategy for sure.

    Went ahead and shared on Twitter!

  3. Larry Henson says:

    Another reason you should start with small to medium podcasts is you must be a good interviewee. Being able to tell your story in an entertaining and succinct way will either get you on other podcasts or not. We've all seen where a big star was being interviewed and they couldn't fill up the time allotted because they didn't know how to tell their story and make us interested. In addition, high-level podcasts will want to know what other podcasts have you been on. So having a list of shows or recordings that you've been on will be very helpful. Hey Alex, paying to be on a show might be worth it if the ROI leads you to multi-million dollar deals, right! That's my 2 cents.

  4. Erik Jacobson says:

    Love it Alex. Thanks for sharing!

  5. Yvonne Charneskey says:

    Good info. Will share this on fb as I often do 😀

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