The podcast guesting results everyone wants…
It’s really easy to view podcast guesting like a new roller coaster at Six Flags or Disneyland: it gets some hype, the ride opens, and excited people queue up to get in. We want leads to queue up like that after we do a podcast interview!
But it doesn’t usually work like that 🙃
This case study is a really good reminder that the results don’t come from just “being on a podcast”—they come from what you do around it: how you find Perfect-Fit Podcasts, how you position your value and expertise, what happens after the interview, and whether you’ve made it easy for the right people to stay connected with you after the listen in
That’s why I wanted to share Sam’s podcast guesting story
Sam Burmeister is a conversion copywriter over at Nomad Copy (launch copy is her bread and butter—sales pages, emails, all the fun stuff), and she built her business with “nomad” baked right into it—like, she wanted there to be zero confusion that she’s traveling the world while running her company 😉
Since she travels so much, Sam isn’t someone who can spend all day pitching herself to podcasts. And, luckily, she rarely had to, so… she didn’t 🤷♀️
When she decided she wanted more visibility through intentional podcast guesting, though, the biggest thing she changed wasn’t to send more pitches—it was getting intentional about where she was showing up, why she belonged there, and what would happen after someone heard her speak
I’m going to walk you through the exact ingredients that shaped Sam’s fantastic podcast guesting results:
- the way she chose shows that served her clients
- the approach that made her interviews memorable
- the funnels she made sure were ready before she started guesting
- and the surprisingly powerful ripple effect that came from treating podcast hosts like long-term partners rather than one-time transactions (because we all need more human-to-human marketing these days!)
Before the Tour: Pitching inside your network feels safer … but it has a glass ceiling!
Before Sam ever started really pitching podcasts, her approach made total sense for how most of us act online: she looked around her existing circles first. It’s a smart, low-lift move, but it can leave you stuck in a bubble sometimes
She realized she needed to do something to grow beyond her comfy network circles and getting on podcasts that spoke to other copywriters, but she didn’t have the time or interest in figuring out where to pitch herself. She knew she needed to get in front of some new audiences, though
She started asking herself a different question: who are the podcasts that are serving my people … not the podcasts that are serving me?
See, the places you go for authority and ideas aren’t automatically the same places your future clients are hanging out. If you’re a copywriter, it’s very easy to end up talking to other copywriters, like Sam did. That’s great for building community and all, but not for getting in front of dream clients 🫠
That’s why the No-Fuss Podcast Tour™ made a ton of sense for her goals! It gave her the chance to showcase her skills in front of new audiences who needed her services, not just colleagues who would clap for her, but never buy
The win for Sam wasn’t just being on more shows … it was being on the right shows that matched what she does and who she does it for 😊
The mindset shift that makes the pitch easier
Once Sam stopped thinking “who do I know with a podcast?” and started thinking “what podcasts are already serving my people?” she needed to decide what she was bringing to the table for the host and listeners
That was a tip she shared for anyone who wants to try guesting for the first time (or come back to it after a meh experience): understand what your value is before you go into it
When you have a strong sense of the value you bring your clients, it’s waaaaay easier to talk about what you do without either minimizing it or overexplaining it
It turns into “the world needs to know thiiiiiiis” energy … not “sorry to bother you; can I maybe pretty please come on your show?” energy 🤪
So instead of spraying random pitches and praying one lands, Sam could look at someone’s recent episodes and spot the gap she could fill 🙌 Then she could articulate that gap clearly and connect it back to what she knows how to do … and why she’s excited to talk about it!
That’s what makes podcast guesting results more profitable
You don’t have to force the outcome, but you can walk into the conversation with a clean, confident point of view on what makes it really clear how you can help someone beyond what they’ve learned in the episode
Sam also pointed out that you have to “get your mind right” too. Not in a woo-woo way or anything, but in that you need to believe what you do is incredible, and you need to be able to articulate it—to the host and to the audience
When you’re clear on the value you’re sharing, you don’t actually have to pitch your offers. They’re going to show up organically in your guest podcast interviews, in a non-slimy way, which I know is exactly what you want 🥰
Why Sam’s podcast interviews landed
Okay, so now you’ve got aligned podcasts and know what you’re bringing to the table. The next piece of Sam’s podcast guesting results is what actually made her a memorable guest once she got on the mic
Her approach was simple: education
People can smell “I’m holding back the good stuff” energy from a mile away … and it makes the whole conversation feel like a prolonged teaser trailer 😬
Sam’s take is basically: “I’m not worried about giving too much away, because what I also know is that there’s a point where someone understands something but still doesn’t have the practice doing it”
And that gap is why they decide to hire her! The interview becomes a way to create impact and build trust at the same time, not just a money grab for sales
Sam helps people understand what she knows, why it matters, and what it looks like when someone can actually execute it well … and that naturally positions her as the person who can help when they’re ready for support (which, yes, creates sales 💰)
I loved this part of our case study conversation because it highlighted a distinct advantage you have as a service provider: you don’t have to “gatekeep” information the way some educators feel pressured to 🤩
You can keep your actual service behind the paywall and still show up generously in public. This is something that can be a little more difficult for course creators, for example!
The unsexy part that made Sam’s podcast guesting results possible
Before she started pitching podcasts, Sam made it a priority to make sure her funnels were on lock. She’s never been someone to create a million new freebies, so she tends to keep very few irons in the fire when it comes to bringing leads in
She knew that if she wanted more visibility through podcasts, she needed a clear next step for people to take. Without that, people may love the conversation and all, but immediately get pulled back into their own life and forget to follow her anywhere
When someone hears you on a podcast and wants more, where do they go? How do they stay connected with you?
Sam treated guesting like a system, not a one-off convo. Her funnel wasn’t an afterthought … it was part of the original plan
It’s also part of why she could guest on podcasts without constantly reinventing her marketing every time she showed up somewhere new. Because of that, she had more time for more podcasts, which increased her results!
The evergreen effect on your podcast guesting results
After the funnels piece, Sam’s next lever to get more podcast guesting results happened after the episodes aired, so she can create an evergreen Everywhere Effect™
One way she does that is by sharing the heck out of the episodes she’s genuinely proud of 😁 Then she takes it a step further by including some of those episodes in her welcome sequence as social proof
So instead of trying to tell new people on her email list that she’s the real deal, she someone else toot her horn for her 😉
A lot of folks forget that podcasts aren’t the kind of content that disappears the minute it’s posted, like an IG Story. They’re evergreen, and you can keep leveraging them months, even years after they’ve aired!
So that podcast interview that came out on Tuesday isn’t a one-and-done thing. It becomes an asset you can use in your marketing and business for a long time, and it can continue to plant seeds for more leads, more sales, and more opportunities
That’s the cool thing about using those episodes on evergreen: your podcast guesting results won’t be tied to whether an episode got a ton of downloads right after it aired. Now you get to make the most of it so you keep getting ROI in the long-run!
The Actual Numbers: What She Pitched, What Booked, and What Happened Next
Alright, let’s get into the part you’ve probably been waiting for: the actual numbers of Sam’s podcast guesting results 🤣
So Sam got a list of 30 podcasts in her No-Fuss Podcast Tour, and instead of trying to bust through all 29 of them right away, she started working through them in smaller batches
From that original Perfect-Fit Podcast Picks list I gave her, she had pitched 10 so far when we talked—and she’d already booked or recorded 5 of them when we recorded the case study 😱
But she didn’t stop there! Because she had the Picks List in Airtable already (that’s how I deliver it to you), she began adding more podcasts to the bottom as she booked podcasts and found similar ones along the way
She pitched some of those “bonus” podcasts that she found… and four of them were already booked or recorded, with one more pitch out at the time of recording! And there was a fifth podcast that didn’t even come from those similar podcast finds—it came from someone reaching out to her after hearing her on a podcast from the tour 🙌
So when we talked, Sam had pitched or connected with 15 podcast hosts total, and she was still only about a third of the way through the original Perfect-Fit Podcast Picks list 😍
She intentionally went slowly because she didn’t want a bunch of episodes dropping all at once, and she didn’t want podcast guesting pitches to take over her life. That’s a big part of why her podcast guesting results were steady, aligned, and built to keep compounding instead of spiking and disappearing!
The surprise ROI from podcast guesting: hosts as referral partners!
This is such a fun byproduct of podcast guesting! Sam said she’s gotten more referrals in the last several months from podcast hosts than she has from the people who listened to the episodes 🤯
Rather than focusing just on the listeners, she’s treating the host relationship as part of her actual podcast guesting strategy, which I love
She always follows up with a thank you after the interview wraps. That kind of follow-through becomes a differentiator, even though it’s pretty much the simplest thing on earth 🙃
Another smart thing Sam does is she also starts shouting out the host well before the episode is even published. I know that might sound weird, but it really stands out!
A lot of people only count results from podcast guesting as “how many leads did I get” or “how many sales did I make” 🤦♀️ But Sam’s approach includes creating real relationships (that keep paying you back organically)
The host remembers you as the guest who hyped them up so that people were saying “gimme, gimme, gimme!” by the time the episode aired. Annnnd then the host goes and tells their friends, “you should bring her on too” 😉
That’s how you end up with a different kind of podcast guesting result, beyond just getting a few leads! You can ALSO get referrals, new opportunities, and people who already trust you because someone they trust is vouching for you
It just takes 1-2 pitches a week (and maybe 30 minutes)
One of the reasons Sam’s podcast guesting results were so strong is that she didn’t treat pitching like it was something to just get done and dusted. Instead, she made it a goal to just do one to two pitches a week
That pace let her stay consistent without turning podcast guesting into some big thing on her to-do list. It keeps it totally manageable!
She even shared that she’s only been spending around 30 minutes a week on it and when she does sit down to pitch, she’s not starting from a blank page every time because she had the ready-to-send pitch emails from her No-Fuss Podcast Tour 🙌
The real takeaway from Sam’s podcast guesting results 😏
This story is less about “Sam got on a bunch of podcasts” and more about what changed once she decided to really focus in on her goals with podcast guest appearances
Sam pointed out that when you invest financially, you tend to commit with your thoughts and actions too 💯
Once she had a curated list of aligned podcasts from her No-Fuss Podcast Tour, she could stop overthinking and start moving 😌 Pick one, send it, follow up, repeat … she didn’t have to reinvent the wheel or spend a ton of time FINDING the right podcasts each week
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