What should you include in your podcast pitch to make it more appealing?

I've studied thousands of successful podcasts to figure out what made them so. Here's my definitive guide to making the perfect podcast pitch: Episode titles that sound like sitcom episodes: "The One Where We Learn Morse Code" or "The One Where The Blue Yeti Wasn't Switched On"... Who wouldn't play click on that? Emails from listeners: 'Why do my socks keep disappearing?' asks Jo in Derby. Well Jo...." A no-snores guarantee: "Our podcast is 100% snore-proof. If you doze off, you might miss our exclusive interview with the world's most interesting spreadsheet enthusiast." I'm starting to believe this entire section of LinkedIn is just one massive prank on users.

My company creates pilots and pitch decks for clients who are selling to companies like iHeart, Spotify, etc...The shows that get sold have this. - A strong premise that is unique to both the genre and the experience of the hosts. - Hosts with a story to tell. Having a strong background in their field, an existing audience, and a passion for the work. - Good segments. Introductions and interviews are not enough. We create segments that will resonate in audio and be useful for social and YouTube shorts. - Well defined persona and understanding of the audience who will listen and what advertisers would make a good fit. - A strong outline of what a season or at least the first 10 episodes will look like. Works for us:)

Craft a compelling podcast pitch by clearly stating your concept and target audience while emphasizing what sets your podcast apart. Highlight unique selling points, host expertise, and production quality, along with episode format and frequency. Share your engagement and growth strategy and relevant success metrics. Close with a clear call to action, inviting the recipient to engage with your podcast. Incorporating these elements will make your pitch more appealing to potential collaborators, sponsors, or platforms.

A key element in creating an irresistible podcast pitch is clearly defining your show's unique value proposition. Highlight what sets your podcast apart from the rest and why it is a must-listen for your target audience. Identify the key themes, topics, or perspectives that make your content valuable, entertaining, or informative. Showcase any special features, formats, or segments that make your podcast distinctive. Emphasize the benefits that listeners, sponsors, or collaborators can gain from being associated with your podcast. This clarity and uniqueness make your pitch stand out in a crowded podcasting landscape.

The one thing I've found helpful is to create, craft, and communicate the story . . . the narrative . . . that people want to listen to. Everyone has a story, but some people know how to tell their story better than others. When telling your story, use key words that resonate with your target audience. When they hear you speak their language, they know the message is for them.

Just as you would with a film or business, start with a 'logline' for your show. How would you describe it in one sentence? x meets y or the x of y (using commonly known items) is a great way of painting a picture quickly. From there you can develop a synopsis. This is a longer paragraph that paints a clearer flavour of the show - includes characters, feelings, the point of view, tone of voice and expectations the listener should have of takeaways.

Have a clear vision for your podcast, from the genre to the topics you'd like to cover and episode format. Listen to existing podcasts within your category to see what the creators have done. You can find inspiration from there or create something unique that can set your work apart. Focus on making a compelling content so you can entertain/engage your target listeners.

Once you've clarified your value proposition, it's crucial to identify your target audience. Who are the individuals or groups that will resonate with your podcast's content? Understanding your audience's demographics, interests, and pain points will guide your content creation and promotional strategies. Additionally, consider conducting surveys or engaging with your audience on social media to gather insights and tailor your content to their preferences.

Why should somebody choose your podcast over the others? With thousands of similar podcasts on the same topic, out there, it is important for people to understand what is it that you are bringing to the table differently. That is where your value proposition plays an important role. And if you are looking to define a value proposition, you need to understand your audience well so that you know what specific problems are they trying to solve and how is it that your podcast solves those problems. Be clear and concise with your value proposition and don't forget to showcase your expertise and credibility when defining your value proposition.

Clarify what sets your podcast apart from the others. Your value proposition should describe what your podcast offers that no one else does, whether it’s unique insights into a niche industry, compelling storytelling, or access to exclusive interviews. This section of your pitch should answer the question, “Why should someone invest their time or resources into this podcast?”

Following the definition of your value proposition, it's crucial to outline your podcast's format and style. Specify the duration and frequency of your episodes, setting expectations for your audience. Consider the tone – whether it's educational, humorous, or thought-provoking – and any unique elements, such as guest interviews, co-hosts, or engaging segments. Integrate interactive features like audience Q&A or social media shoutouts to enhance listener engagement and create a more dynamic experience. Remember, a well-defined format contributes significantly to your podcast's identity and audience appeal.

This is kind of an odd point. Certainly it makes sense to describe the show's format to potential guests but there are far more necessary things to spend your limited "pitch time" on with your audience and sponsors.

What is it you want to avoid? Being too long, lacking diversity, and sitting on the fence about certain issues? Too much/little music, too many/little sound FX? Maybe you're sick of seeing a story told a certain way and want to provide the antidote. Maybe you feel like everyone’s doing it in the same way and want to stand out and not become a part of the noise. Anthony Bourdain famously said that he didn’t want his podcast, Parts Unknown to feel too scripted and predictable and so he tried as much as possible to avoid scripted sections and use of repetitive things like jingles and theme tunes.

Detail the structure of your podcast episodes, including their length, frequency, and any recurring segments or features. Describe the tone and style of your show—whether it’s formal, conversational, humorous, or something else—and how that contributes to the overall listener experience. This helps potential collaborators or sponsors visualize how their content or message might fit within your podcast.

The next step involves developing a marketing strategy to promote your podcast effectively. Identify your target audience and tailor your promotional efforts to reach them where they are most active. Leverage social media, email newsletters, and collaboration opportunities with other podcasters to expand your reach. Utilize compelling visuals and engaging content to create a consistent and recognizable brand across different platforms. Monitor analytics and listener feedback to refine your marketing approach and ensure it resonates with your audience. Remember, a well-executed marketing plan enhances your podcast's visibility and attracts a loyal listener base.

This answer is a miss for me. Nobody cares about what you're doing except in so far as it aligns with their wants and needs. If you must talk about yourself, for the love of God, make sure you're saying how your passion can help them.

By being clear on your why, you're more likely to make something of real value that also turns into a long-term success. This sense of purpose is something your listening community will intuitively pick up on as your show grows. A great example of someone doing this well is The Daily - their motivation is to raise the bar for journalism in the modern era. They even say this in their strap line: “This is how the news should sound”. This clearly sets out their ambition. Ask yourself why now is a good time to be making this podcast. It might be that you want to champion a topic thats important to you. You may have a personal story or a unique lens through which you see something.

Articulate your long-term ambitions for the podcast. This could include growth milestones, the impact you wish to have on your audience, or how you plan to evolve the podcast’s content over time. Sharing your vision demonstrates your commitment and passion, making your pitch more compelling to those who might support your podcast.

When crafting your podcast pitch, go beyond describing your podcast's content and delve into your goals and vision. Clearly express the mission and objectives behind your podcast, outlining the impact you aim to make. Share your passion and enthusiasm for the podcast, illustrating how it aligns with your audience's values. Additionally, detail your growth and improvement plans over time, providing a comprehensive view of your podcast's trajectory. This insight not only showcases your dedication but also fosters a connection with potential collaborators or sponsors who resonate with your vision.

Crafting an enticing sample or teaser is essential to captivate potential listeners. Choose a segment that encapsulates the essence of your podcast—whether it's an impactful moment, insightful commentary, or a compelling guest interaction. Ensure it aligns with your podcast's unique value proposition, style, and goals. Keep it concise, aiming to spark curiosity and leave your audience eager for more. A well-curated teaser serves as a powerful introduction, enticing listeners to explore the full breadth of your engaging and valuable content.

A teaser that sums up the shows value proposition aka why someone should listen to your show is a great idea. It does not need to be super polished, a simple version will do. I you want to have it more professionally produced you will find good offers on Fiverr where you will find voice artists who will do a great job.

Again, I think this is answer is a miss. If you're talking to potential sponsors they'll only want to know what evidence you have that a particular demo is listening. If you're talking to potential guests they'll want to know the demo, and what assets you create to promote them (clips, etc.). If you're building a 10-second montage to use in paid advertising for the show then, yes, you may want to build this, but frankly that's a bad idea. A young or developing show will benefit far more from making lots of clips and posting them on TikTok, Reels, Shorts, or LI (depending on your audience). We're past the point where you should be making one piece of hero content and hoping it works.

Offer a snippet teaser/trailer to give a taste of what listeners can expect. This could be an audio clip that showcases your best content, an engaging interview, or a teaser of an upcoming episode. Providing a tangible example can significantly enhance your pitch by allowing others to experience the quality and style of your work firsthand.

if you want a call to action from your show, then never wait till the end. Tell the audience up front that you expect to deliver a strong case for ...... and that after the show is over, and the guest has shared their story, you want them, the audience to do, A, B, C. Ask upfront. Promise to deliver some value & ask for value in return.

After strategically displaying social proof, it's essential to end with a compelling call to action. Invite your audience to engage further—whether through feedback, support, collaboration, or subscribing. Clearly instruct them on how to reach you and where to find your podcast. Appreciate their time and express eagerness to hear from them soon. This final step not only encourages immediate action but strengthens the connection with your audience, fostering sustained engagement and growth for your podcast.

Phrase your ask as something the audience can say "No" to. Something like, "Would it be a bad idea to get you on the schedule?" or "Is this the wrong audience for your ad dollars?", etc.. You want compliance to be easy and it takes less energy to say no.

The call to action is a necessity and it should have a clear series of steps that are easily implementable. Even a message that allows your audience to present their assessment of you program along with a potential for either purchasing or contacting your company for a future business project.

In my experience as a podcast host, I am still surprised at the number of approaches I get from guests who have not listened to the podcast as the content or person is not the right fit. They don't read past the title or the section the podcast appears in listed on Apple, for example. My no.1 piece of advice is that people listen to the podcast, and demonstrate some insight as to which episode made you think that your guest would be a good fit. These are often approaches by third parties, so my second piece of advice is to do the outreach yourself or at least have listened to the podcasts yourself as potential guest.

Figure out what makes this fun and enjoyable for you and also the audience. You're then less likely to burn out and more likely to stick it out for the long run. Also, the listener can tell if you are passionate and enjoying what you're doing. Trying to put on a front is both unsustainable for you and the listener will see straight through it. How do you maximise on enjoyment for your podcast? This might change as your goals evolve so it's good to come back and check-in on this every now and again. It could be interacting with your community, a creative outlet, getting in a studio with lights, finessing the edit and telling a story, learning, meeting new people, expanding network or making money. Share this sentiment in your pitch.

If you haven't gotten the point yet, make sure you treat your audience, your sponsors, and your guests in distinct and different ways. They don't share the same motivations with one another or with you.

Serial Format & Binge-Listening: Serial storytelling creates a narrative thread from episode to episode, which is particularly effective in encouraging binge-listening. Explain how your podcast's format will leverage cliffhangers, callbacks, and narrative progression to make each episode indispensable and how the end of one episode will naturally feed the listener's appetite for the next. Thematic Consistency: Thematic consistency ensures that each episode contributes to a larger, season-wide or series-wide conversation. Your pitch should detail how you will maintain this consistency, perhaps through recurring segments, motifs, or a central question that each episode addresses.