Borrowed Audiences Are the Best Audiences
Here's a strategy most course creators overlook.
While everyone's fighting for attention on social media, there's a quieter path. A more personal one.
Someone else's podcast.
Think about it. When you're a guest on a podcast, you get 30-60 minutes of undivided attention. No algorithm competing for eyeballs. Just you, having a real conversation, being introduced to an audience that already trusts the host.
It's intimate. It's effective. And it costs nothing but your time.
Let me show you how to turn podcast guesting into a consistent source of course enrollments.
Why Podcast Guesting Works So Well
Deep Trust Transfer
When a podcast host invites you on their show, they're vouching for you.
Their audience thinks: "If [Host] thinks this person is worth listening to, they probably are."
That borrowed trust is incredibly valuable. It would take months to build on your own.
Longer Format = Deeper Connection
An Instagram post gives you 3 seconds.
A podcast gives you 30-60 minutes.
Listeners hear your voice. Your stories. Your expertise. Your personality.
By the end, they feel like they know you. That's when people buy.
Evergreen Content
Unlike a social media post that dies in 24 hours, podcast episodes stay online forever.
Someone could discover that episode 2 years from now, love what you said, and become a student.
Every podcast appearance keeps working for you.
Low Competition
Millions of people are posting on social media.
Far fewer are actively pursuing podcast guesting.
This is an underutilized channel with high-intent listeners.
Finding the Right Shows
Where to Search
Podcast directories:
- Apple Podcasts
- Spotify
- Google Podcasts
- Podchaser
Podcast databases:
- Listen Notes (great for finding niche shows)
- Rephonic (shows audience demographics)
- Podchaser (reviews and discovery)
Google searches:
- "[your topic] podcast"
- "podcasts for [your audience]"
- "best [niche] podcasts 2026"
What to Look For
Right audience size:
You might think bigger is always better. It's not.
Smaller shows (1,000-10,000 downloads per episode) often convert better because:
- More engaged audiences
- Hosts are more accessible
- You're not one of 200 guests per year
Start with mid-size shows. Build your "podcast resume." Then pitch larger shows.
Right audience fit:
The show's audience should match your ideal student.
If your course is for beginner photographers, you want shows that serve beginners—not shows for professional photographers.
Active shows:
Check that the podcast is still publishing. Look for episodes in the last 30-60 days.
Dead shows won't help you.
Interview format:
Some podcasts are solo shows. Some are co-hosted conversations.
You want shows that regularly feature guests.
Creating Your Target List
Build a spreadsheet with:
- Podcast name
- Host name
- Contact email
- Show topic/focus
- Approximate audience size
- Why you'd be a good fit
- Pitch status
Aim for 30-50 shows on your initial list.
You won't get on every show. This is a numbers game.
Crafting Pitches That Get Responses
Why Most Pitches Fail
Let me show you a typical pitch:
"Hi, I'm Jane and I have a course about photography. I'd love to be on your podcast to share some tips. Let me know if you're interested!"
This tells the host nothing. Why should they care? What value do you bring?
Hosts receive dozens of these pitches weekly. They delete most of them.
The Anatomy of a Great Pitch
1. Personalization (prove you've listened)
Start by referencing a specific episode. Quote something. Show you're actually a fan.
"I loved your recent episode with Sarah about pricing strategies. Her point about value-based pricing completely changed how I think about my offers."
This takes 5 minutes per pitch but dramatically increases your response rate.
2. Clear topic angle
Don't offer to "share some tips." Pitch a specific, interesting topic.
Instead of: "I can talk about photography"
Try: "I'd love to share the 'Weekend Workshop Method'—how I help people build a complete course in 48 hours using batch recording techniques."
Give the host a hook they can get excited about.
3. Credibility without bragging
Share results that prove you know your stuff.
"I've helped 500+ students launch their first online course, and my methodology has been featured in [Publication]."
Social proof matters. But keep it brief.
4. Make it easy
Hosts are busy. Reduce friction.
"I'm happy to work around your schedule. I have a proper mic and quiet recording space. I can also provide a bio and headshot whenever you need them."
Remove objections before they arise.
Pitch Template
Here's a template you can adapt:
Subject: Podcast topic idea: [Specific Angle]
Hi [Host Name],
I recently listened to your episode with [Guest] about [Topic]. [Specific thing you appreciated about it]. It really made me think about [connection to your expertise].
I'm reaching out because I think your audience would love a conversation about [specific topic pitch].
Here's the angle: [2-3 sentences explaining your unique take and why it matters].
A little about me: [1-2 sentences of credibility]. I've helped [audience] achieve [results].
If this sounds interesting, I'd love to share more. I have a quality mic setup and I'm flexible on timing.
Either way, keep up the great work on the show. I'll be listening!
Best, [Your name]
P.S. Here are a few potential episode titles we could explore:
- [Title option 1]
- [Title option 2]
- [Title option 3]
The P.S. with title options is powerful. It shows you've thought about their show format.
Follow-Up Strategy
Most podcast bookings happen after a follow-up.
If you don't hear back in 7-10 days, send a brief follow-up:
"Hi [Name], just floating this back to the top of your inbox. Would love to connect if [topic] sounds interesting for the show. No worries if not—thanks for considering!"
Two follow-ups is appropriate. After that, move on.
Preparing for Your Interview
Do Your Homework
Before recording:
- Listen to 3-5 recent episodes
- Understand the show's format and tone
- Note how the host introduces guests
- Learn about the typical audience
This preparation will show.
Prepare Your Talking Points
You'll likely be asked about your story and expertise. Have clear answers for:
- How did you get started?
- What do you teach/help with?
- What's your unique approach?
- What common mistake do you see?
- What's one actionable tip for listeners?
Don't script word-for-word. But know your key points.
Prepare Your Stories
Stories stick. Data doesn't.
Have 2-3 go-to stories ready:
- Your origin story (how you got here)
- A student success story (what's possible)
- A lesson learned (mistake you made)
Stories make you memorable and relatable.
Prepare Your CTA
The host will usually ask: "Where can people find you?"
Know exactly what you'll say.
Don't ramble through 5 different links. Give them ONE clear action.
"If you want to go deeper, I put together a free guide called [Name]. You can grab it at [simple URL]."
Simple. Memorable. Actionable.
Converting Listeners Into Students
The Lead Magnet Approach
Don't send people directly to your course page.
Create a specific lead magnet for podcast listeners.
Why this works:
- It's free (low barrier)
- You capture their email
- You can follow up with a nurture sequence
- You can promote your course later
Example:
"I created a free checklist specifically for [Podcast Name] listeners—it covers the 7 steps we talked about today. Grab it at janesmithcourse.com/podcastname"
A custom URL makes tracking easy and listeners feel special.
The Nurture Sequence
When someone downloads your podcast lead magnet, enroll them in a specific email sequence.
Sequence structure:
Email 1 (immediate): Deliver the lead magnet + thank them for listening Email 2 (day 2): Share another valuable insight related to the episode Email 3 (day 4): Tell a success story from a student Email 4 (day 6): Introduce your course as the next step Email 5 (day 8): Final invitation + FAQ
This warms them up before the pitch.
Tracking Results
Create unique URLs for each podcast:
- yourdomain.com/showname
- yourdomain.com/podcast/showname
Use UTM parameters to track in your analytics.
Know which shows drive the most signups and sales. Double down on those relationships.
Building Podcast Relationships
Beyond One Episode
The best strategy isn't appearing on 50 different shows once.
It's appearing on 10 great shows multiple times.
When an episode performs well:
- Thank the host genuinely
- Share the episode with your audience
- Offer to come back with a new topic
- Stay in touch periodically
Repeat guests build deeper connection with the audience.
Host-to-Host Referrals
Podcast hosts know other podcast hosts.
After a great interview, ask: "Do you know any other shows where this topic might resonate?"
This warm introduction is worth more than 10 cold pitches.
Giving Before Getting
Before pitching, consider:
- Sharing their episodes on your social media
- Leaving a 5-star review
- Engaging with their content
This puts you on their radar and builds goodwill.
Scaling Your Podcast Strategy
How Many Pitches Per Week
Start with 10-15 pitches per week.
Expect a 10-20% booking rate initially. It improves as your resume grows.
Simple math:
- 10 pitches per week
- 15% booking rate
- = 1-2 bookings per week
- = 4-8 podcast episodes per month
That's significant exposure.
Creating a System
Build a repeatable process:
Monday: Research 10 new shows Tuesday: Send 10 personalized pitches Wednesday: Follow up on outstanding pitches Thursday: Prepare for upcoming interviews Friday: Record interviews + send thank-you notes
Systemize and it becomes sustainable.
Upgrading Over Time
As you do more podcasts:
- Your episodes become your pitch ("Here are 3 past interviews I've done")
- Larger shows become accessible
- Hosts start inviting you (instead of you pitching)
Build momentum gradually.
Common Mistakes to Avoid
Being Too Salesy
Podcasts are about providing value, not pitching your course for 45 minutes.
Give genuinely helpful content. Let the CTA happen naturally at the end.
If you're helpful, listeners will want more. You don't need to push.
No Clear Lead Magnet
"Find me on Instagram and Twitter and my website and YouTube..."
This is too many options. Listeners won't remember any of them.
One URL. One action. Keep it simple.
Not Repurposing Content
One podcast interview can become:
- Clips for social media
- Blog post summaries
- Newsletter content
- YouTube video
Extract maximum value from each appearance.
Pitching Without Listening
Hosts can tell when you haven't listened to their show.
The 10 minutes it takes to listen to an episode is worth the dramatically higher booking rate.
Your One Small Win Today
Open Apple Podcasts or Spotify.
Search for one topic related to your course niche.
Find 5 podcasts that interview guests in your field.
Add them to a simple spreadsheet with the host's name and contact info.
That's your starter list. You can pitch them this week.
Next Step: Need a low-priced offer to pitch on podcasts? Read The Tripwire Strategy—how to create $7-$27 products that convert cold leads into customers.