How to Attract Guests to Your Podcast When You’re Just Starting Out
Getting guests on your podcast when your show is still small can feel like an uphill battle. The key? Provide them with a clear return on their time investment. Securing even one recognizable name, even if it requires some investment, can be a game-changer. Once you have that guest, leverage their name in every invitation you send out afterward. Track the engagement and results you send their way, then share those numbers with them. Consistency is crucial—keep producing episodes weekly because potential guests will check whether your show actually has listeners.
Mike Dillard, an online marketer and host of the Self Made Man podcast, has surpassed 2.5 million plays and downloads—a testament to his success. Early on, he had me as a guest on his show, so I was glad to return the favor on the Addicted2Success podcast. Our conversation covered a range of topics, from his automated hydroponic garden to webinars, skill sets, and the real meaning of being self-made. However, the insight that stuck with me most was how Mike manages to book big names like Tony Robbins and Gene Simmons. His answer was refreshingly honest, not disappointing at all.
Why Big Guests Often Say No to Small Shows
Mike puts it simply: for high-profile guests, it’s all about return on investment (ROI). They ask themselves, “Is spending an hour on your show worth their time?”
He broke down the math: “If you’ve got an audience of 3,000 people, probably not. But if it’s 300,000, the answer is yes.”
This presents the classic chicken-or-egg dilemma every new podcaster faces: it’s easier to attract big guests once you have a big audience, but how do you grow that audience without big guests? The strategies below are designed to help you break this cycle.
Unlike many who downplay the importance of numbers, Mike is candid: the data truly matters to big guests. Their time is valuable, and you need to demonstrate that your show is worth it.
Define Your Show’s Purpose Before Pitching Guests
Mike’s first piece of advice might surprise you. Before you even consider booking guests, you must know your podcast’s actual objective.
He didn’t start Self Made Man to grow a massive podcast audience. Deep into developing a hardware product, he needed a way to stay connected with his audience without demanding too much time. His podcast allowed him to deliver value regularly, with guests providing most of the content. “I just have to show up for an hour a week and that’s it,” he explains.
Mike also had a significant advantage: an email list of about 300,000 people at launch. He never advertised the show, doesn’t monetize it, and doesn’t ask guests to share episodes.
For those starting from zero, this is a critical distinction. If you already have an engaged audience or customer base, a podcast can be a fantastic communication tool. If not, you’ll need a different approach—outlined in the rest of this article.
Another simple but effective tactic Mike uses is thorough preparation. He spends 30 to 60 minutes prepping for each episode, more for high-profile guests. For example, before our conversation, he had spent about 90 minutes researching Reddit co-founder Alexis Ohanian. Guests notice this level of care. For those interested in improving interview skills, this guide on delivering spectacular podcast interviews is highly recommended.
Land One VIP Guest, Then Leverage Their Name Relentlessly
This is perhaps the most powerful strategy Mike shared, which he calls the “credibility game.”
Get one recognizable guest, then mention their name in every invitation to future guests. For example, “Hey, Damon John, Tony Robbins, and Gene Simmons have been on the show.” Suddenly, you’re perceived as a “much safer bet” by new potential guests—they think, “This is a real show. Sure, I’ll be on.”
Mike was transparent about what it took to secure those first big names:
- Persistence. He reached out to Tony Robbins nine or ten times before getting a yes.
- Paying for access. His team paid Gene Simmons’ PR firm a couple of thousand dollars to get him on the show, elevating the podcast’s credibility.
- Professional help. He employs two people on a per-episode fee basis to assist in booking guests, ensuring they target the right people.
His advice is straightforward: if necessary, invest money to secure those first VIPs. Each big name makes the next easier, creating an upward spiral of credibility.
Put Skin in the Game: Investing to Earn Trust
Mike is refreshingly upfront about investing financially in the process. While some hesitate to admit this, sometimes you have to put money down.
For example, I secured Gary Vaynerchuk by buying 50 copies of his book—an investment of around $1,000—and traveling to New York to conduct the interview. That conversation, shared on both video and podcast, has organically generated over 120,000 YouTube views and 40,000 to 50,000 podcast plays.
The payoff? Even years later, people attending my events or purchasing products mention discovering me through that Gary Vee interview. This is the essence of a long-tail investment paying off when the guest is right.
Mike has done similar, sometimes going even further in his investment. His philosophy is clear: “I don’t deserve Gary’s time. I can go and earn it and support him.” This attitude—earning and respecting the guest’s time—is crucial.
He shared a story about a person who messaged him on Facebook asking for e-commerce advice without any prior relationship. Mike likened it to asking Elon Musk how to build a rocket ship. When accused of being money-driven, Mike’s reply was blunt: “If you want my time, become a customer because they’re the ones who deserve it.” Big guests view their time similarly.
It’s important to keep this approach legitimate. Paying for access by purchasing books or paying a booking fee is acceptable, but being deceptive is not. Transparency with your audience about any payments involved is essential for trust.
Show Guests What’s in It for Them — Then Track and Report It
If you’re committed to podcasting for the long haul (at least two years), start tracking the value you deliver to guests. Track link clicks, book sales, or visits to their landing pages.
Here’s a strategy I use: promote an article featuring the episode with an embedded player and include a link to the guest’s book or product page (affiliate links or URL shorteners can help track clicks).
For instance, when Daniel DiPiazza launched his book Rich20Something, I set up a custom link that sent about 1,500 people to Amazon, resulting in roughly 120 book sales. Daniel was thrilled and eager to collaborate further to increase those numbers.
Measuring and demonstrating this impact not only satisfies your guests but helps convince future ones. Everyone’s favorite radio station is WIIFM—“What’s In It For Me?” You must find a way to exchange value.
The Social Proof Guests Check Before Saying Yes
Mike emphasizes that guests investigate your podcast before agreeing. He does the same when invited.
He boosts every episode on Facebook to ensure the page looks active and engaging, spending $300 to $500 weekly. His episodes often generate over 10,000 shares, creating an impression of a lively, credible show. Guests landing on his page see a stark contrast between high engagement and a page with just a handful of shares.
He is honest that likes and shares don’t always translate into downloads. Some episodes might have 30,000+ likes but only 20,000 downloads. For Mike, boosting is about maintaining presence and proof rather than a quick growth hack. These numbers and budgets vary by podcaster; spend what you can afford and gauge its effectiveness.
On the flip side, I’ve become more selective about guest appearances. When new podcasters ask me to be on their show, I immediately inquire about their listener numbers and promotional plans. I value my time and want to reach people. Mike has a similar filter, advising aspiring guests to build their Facebook fan page to at least 5,000 followers before contacting him. When one did, a year later, Mike was ready to collaborate.
This isn’t gatekeeping but a test of commitment—proof that you’re willing to put in the work.
Commit to Two Years of Consistency or Don’t Start
When starting his podcast, Mike sought advice from Lewis Howes, who told him the secret to success is consistency over one to two years. If you’re not ready to commit to producing weekly episodes for that duration, it’s better not to start.
Mike’s experience confirms this. Podcasts have a long tail—early episodes continue to be downloaded daily years after release, unlike emails, which quickly disappear. Once you reach around 100 episodes, the cumulative effect is significant.
Mike estimates that about 90% of new podcasts fail to last a year. Reaching three years puts you in the top 10% of your niche, a powerful advantage. I’ve witnessed many friends give up on websites or podcasts within months, expecting quick returns. It rarely works that way. Patience and persistence separate the successful.
Mike’s Warning: Don’t Launch Just Another Interview Podcast
Mike’s most candid advice: “If I was starting a podcast from scratch today, I don’t think I would.” The interview format is saturated—thousands of shows use it daily, making it hard to stand out.
His recommendation is to ensure your podcast has a unique aspect, leveraging your experience or value. Without that uniqueness or an existing audience, a podcast might not be the best platform to invest your time in.
It’s blunt but necessary advice. The podcasting space is mature; success requires creativity and doggedness over several years. You need a compelling reason for listeners to choose your show over thousands of others.
How to Get Guests on Your Podcast: A Step-by-Step Plan
- Decide what the show is for. Serving an existing audience or building a new one changes your pitch approach.
- Find your unique angle. Give guests and listeners a reason your show isn’t just another interview.
- Book one recognizable guest. Be persistent—Mike asked Tony Robbins nine or ten times. Budget for costs like books or fees if needed.
- Use that guest’s name in every invite. Past guests build your credibility ladder.
- Track and report results. Clicks, book sales, downloads—show guests the value they gain and promise the next guest the same.
- Keep your episode page active. Promote every episode to demonstrate engagement.
- Prep thoroughly for every guest. Mike spends 30 to 60 minutes minimum.
- Show up weekly for two years. Most shows quit early—outlasting them is itself an advantage.
FAQ
How do you get guests on your podcast when you’re small?
Offer guests a clear return on their time. Secure one recognizable guest, mention them in every future invite, track the engagement you drive for each guest, and maintain consistent weekly publishing so your episode page shows real activity.
Should you pay to get a big guest on your podcast?
Sometimes it’s worth the investment. Mike Dillard paid Gene Simmons’ PR firm a couple thousand dollars, while I bought 50 copies of Gary Vaynerchuk’s book. Always be transparent with your audience about any payments and only spend what you can afford.
Do podcast guests care about your download numbers?
Yes, big-name guests do. Mike explains it’s about ROI: is spending an hour on your show worthwhile? Many guests check past episodes and engagement before agreeing.
How long does it take to grow a podcast?
Expect at least one to two years of weekly episodes. Lewis Howes advised Mike Dillard this timeline, noting the long tail of podcast episodes continues to attract listeners over time.
Is it worth starting an interview podcast?
Only if your show offers something unique or you already have an audience. The interview format is highly saturated, so you need a clear angle to stand out.
For more insights on staying focused as an entrepreneur, read more Here.
