How to Get Guests on Your Podcast When Your Show Is Still Small
Launching a podcast and booking high-profile guests can feel like a classic chicken-or-egg problem: you need big names to grow your audience, but big names want a big audience before they’ll agree to appear. Mike Dillard, an experienced online marketer and host of the Self Made Man podcast, which has surpassed 2.5 million plays and downloads, offers pragmatic advice to new podcasters facing this challenge.
Mike emphasizes one core principle: give guests a clear return on their time. For prominent guests, an hour on your show is a valuable investment, and they want to know what they’ll get in exchange. The key is to land one recognizable name—even if it requires persistence, some financial investment, or creative outreach—and then leverage that credibility repeatedly in your future invitations. Demonstrate to your guests that your podcast is active and engaging by tracking and sharing the results you send their way, whether it’s clicks, book sales, or downloads. Consistency is crucial: guests check if your podcast is alive and well, so show up every week without fail.
Mike’s approach is rooted in experience. He once interviewed guests like Tony Robbins and Gene Simmons by investing time and money. For example, he reportedly paid a few thousand dollars to Gene Simmons’ PR firm to secure his appearance—a strategic move to elevate the show’s credibility. Mike also stresses the importance of persistence, reaching out multiple times to big names until they say yes.
Understanding Why Big Guests Say No to Small Shows
Mike cuts through the fluff and states the reality plainly: for big guests, it’s all about return on investment (ROI). If your audience is small—say, 3,000 listeners—then an hour-long interview may not be worth their time. But if you have 300,000 listeners, it becomes highly attractive. This mathematical reality explains why new podcasters struggle to book big names, and why growing the audience is essential.
Many guides advise that numbers don’t matter, but Mike’s expertise shows they do—especially to high-profile guests who value their time. The challenge is breaking this cycle, which Mike calls an “upward spiral of credibility” once you land your first VIP guest.
Define Your Show’s Purpose Before Pitching Guests
Before seeking guests, Mike urges podcasters to clarify their podcast’s objective. For him, the Self Made Man podcast wasn’t about building a massive audience immediately. Instead, it was a tool to stay in front of his existing audience without taking too much time away from building his hardware product. The podcast delivers value by having guests create most of the content, requiring Mike to “just show up for an hour a week.”
This highlights a crucial point: if you already have an existing audience—like Mike’s 300,000-strong email list on day one—a podcast can be a powerful communication channel. If you’re starting from scratch, the strategy must be different, focusing on consistency, unique value, and building credibility.
Another often overlooked but vital step is preparation. Mike spends 30 to 60 minutes prepping for each episode and more for big-name guests. This level of research impresses guests and leads to higher-quality interviews.
Land One Recognizable Guest and Use Them to Build Credibility
The most powerful tactic Mike shares is the “credibility game.” Once you book one well-known guest, use their name in every subsequent invitation. For example, saying, “Damon John, Tony Robbins, and Gene Simmons have already been on the show” makes your podcast appear legitimate and lowers the perceived risk for new guests. They think, “This must be a real show; I’ll say yes.”
Getting those first names takes persistence, financial investment, and support. Mike pays people a per-episode fee to help with bookings and doesn’t hesitate to invest in PR firms or buy guests’ products to earn their time. This upfront investment pays off by creating a positive feedback loop of credibility.
Put Some Skin in the Game: Investing in Guest Relationships
Being transparent about the financial side is important. Some podcasters hesitate to admit they pay for guest appearances, but Mike encourages it if done ethically and within your means. For example, the author of this article bought 50 copies of Gary Vaynerchuk’s book to build rapport and secure an interview. That episode now has over 120,000 organic YouTube views and tens of thousands of podcast plays, leading to long-term returns through audience growth and product sales.
Mike’s approach is to “earn” the guest’s time by supporting them as a customer first. This mindset aligns well with how high-profile guests think about their limited availability. Transparency with your audience about any financial arrangements maintains trust and adheres to ethical standards.
Show Guests What’s in It for Them—and Track Your Impact
Tracking and reporting results to your guests is a game-changer. Use affiliate links, link shorteners, or trackable URLs to monitor clicks and sales generated from your episodes. For example, when promoting Daniel DiPiazza’s Rich20Something book, the host sent 1,500 people to the Amazon page, resulting in about 120 book sales. Daniel responded enthusiastically, wanting to collaborate more to increase those numbers.
This kind of data demonstrates value to your guests and encourages others to say yes. The age-old marketing question, “What’s in it for me?” (WIIFM), applies strongly here. By providing measurable benefits, your podcast becomes a valuable platform for guests beyond mere exposure.
Maintain Social Proof and Online Activity
Guests commonly research podcasts before agreeing to appear. Mike recommends keeping your podcast’s social media pages active and engaging by promoting every episode. He spends $300–$500 weekly boosting his Facebook posts, achieving thousands of shares and interactions. This creates a lively appearance that reassures potential guests of your show’s legitimacy.
While likes and shares don’t always translate directly into listens, they serve as social proof. New guests are less likely to commit if they see minimal engagement. Consistent promotion, even at a modest budget, helps build trust and encourages bookings.
From the guest perspective, many professionals, including Mike himself, ask about a show’s audience size and engagement before accepting invitations. New hosts should be prepared to answer these questions honestly and show a willingness to promote their episodes actively.
Commit to a Long-Term Podcasting Journey
Mike shares advice from Lewis Howes: to succeed, commit to at least one to two years of weekly episodes. Podcasting is a marathon, not a sprint, with a long tail of downloads accumulating over time. Early episodes from Mike’s show still receive dozens of downloads daily years later.
Statistics show roughly 90% of podcasts don’t last a year. Persisting beyond that point places you in the top 10% within your niche. Patience and consistency filter out transient creators and attract a dedicated audience.
New podcasters should manage expectations and focus on steady growth rather than immediate success. Many content creators experience slow starts but gain traction through dedication and quality content.
Avoid Starting Just Another Interview Podcast
Mike offers a candid warning: the podcasting market is saturated with interview shows. To stand out, your podcast must have a unique angle or serve a specific existing audience. Without this differentiation, your show risks getting lost in the noise.
If you don’t have a clear unique value proposition or an established audience, Mike suggests reconsidering whether podcasting is the right platform for you. Creativity and persistence are essential to break through the crowded space.
This advice underscores the importance of authenticity and strategic planning before launching your show.
Step-by-Step Plan to Get Guests on Your Podcast
- Decide what the show is for. Serving an existing audience or building a new one changes how you pitch.
- Find the unique angle. Give guests and listeners a reason your show isn’t just another interview format.
- Book one recognizable guest. Ask multiple times if needed. Budget for expenses such as books or fees.
- Use that guest’s name in every invitation. Past guests build your credibility ladder.
- Track and report results. Monitor clicks, sales, and downloads to show guests their return.
- Keep your episode pages active. Promote every episode to maintain social proof.
- Prep thoroughly for each guest. Spend at least 30 to 60 minutes researching.
- Publish weekly for two years. Persistence is a competitive advantage.
Frequently Asked Questions
How do you get guests on your podcast when you’re small?
Give them a clear return on their time. Land one recognizable guest, mention them in every invite after that, track the clicks or sales you generate for each guest, and keep publishing weekly so your episode page shows real activity.
Should you pay to get a big guest on your podcast?
Sometimes it’s worth it. Mike Dillard paid Gene Simmons’ PR firm a couple of thousand dollars, and others have bought bulk copies of a guest’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?
The big guests do. They want to know if their time is worth it, so many check your past episodes and engagement before agreeing.
How long does it take to grow a podcast?
Plan on at least one to two years of consistent weekly episodes. Podcasts have a long tail, with downloads accumulating over time as your catalog grows.
Is it worth starting an interview podcast?
Only if you have a unique angle or an existing audience. Plain interview shows are common, so differentiation is key to standing out.
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