Podcasts are one of the best “slow burn” marketing channels available to nonfiction authors.
They don’t usually create instant book sales… but they can create something more valuable:
- credibility
- visibility
- backlinks to your website
- speaking and consulting opportunities
- a growing email list
- and that powerful feeling of being “everywhere”
And the best part?
A podcast interview has a long shelf life. Someone can discover it six months (or three years) later and still buy your book, hire you, or invite you to speak.
So the real question isn’t whether podcasts work.
It’s:
How do you get booked on podcasts—and how do you make podcast interviews actually lead to results?
This guide breaks down the step-by-step process, what to expect, and how Author Launch Kit helps you find the right shows and pitch them effectively.
Table of Contents
Why Podcasts Should Be Part of Your Book Marketing Plan
Podcast interviews are one of the few marketing activities that can build multiple assets at once.
A single interview can:
- introduce you to a niche audience already interested in your topic
- create a permanent credibility piece you can share everywhere
- generate a high-value link back to your website
- build relationships with hosts (and future referrals)
- sharpen your messaging so you can “stay on message” in any interview
Even if one interview doesn’t “move a lot of books,” it can lead to opportunities that do—like bulk orders, client work, partnerships, and speaking.
Do Podcasts Sell Books?
Sometimes. But usually not directly.
Here’s the reality:
- Most podcasts won’t create a big spike in book sales.
- The ones that do aren’t always the biggest podcasts.
- Results depend more on fit and engagement than audience size.
A small show with a loyal, niche audience can outperform a bigger show with low engagement.
The biggest benefit of podcasts isn’t “a bunch of sales tomorrow.”
It’s compounding visibility and opportunity.
If you do a handful of interviews and stop, you may see little impact.
If you do dozens over time—while delivering great value and driving listeners to the right call-to-action—you’ll often see momentum build.
How to Get Booked on Podcasts as an Author
Most authors assume getting booked is complicated.
It’s not.
The process is simple—but it requires consistency and a smart approach.
Step 1: Find Podcasts Actively Looking for Guests
One of the fastest ways to get booked is to use platforms where hosts are already looking.
Here are two places that have helped authors land interviews:
- PodMatch (a podcast guest matching site)
- Podcast Guest Connection (Facebook group where hosts and guests connect)
The strategy is simple:
- find relevant shows
- match the host’s audience
- send a pitch that’s about their listeners—not about you
Step 2: Research the Podcast (Don’t Skip This)
Once you’ve found a podcast, don’t pitch blindly.
Research:
- Why did they start the show?
- What’s the vibe?
- Who is the ideal listener?
- What topics do they repeat?
- What questions do they ask guests?
- Are the episodes aligned with the show description?
Listen to at least one or two episodes.
Sometimes the podcast description sounds like one thing… and the current episodes are doing something totally different.
Research prevents wasted pitches and helps you tailor your angle.
Step 3: Craft a Pitch That Shows You’re a Fit
Podcast hosts care about one thing:
Will this conversation be valuable to my audience?
The best pitch isn’t about your book.
It’s about:
- the listener’s problem
- the transformation you can help with
- the angle you can speak on
- the specific value you’ll deliver
A great mindset shift:
If I were the host, what guest would I want on my show?
Lead with the angle. Support it with credibility. Make it easy to say yes.
What to Expect as a First-Time Podcast Guest
If you’ve never been interviewed before, here are three things to expect:
1) Expect to Be Seen as the Expert
Once you publish a book, people treat you like the authority—especially if your message is clear.
This can feel surprising at first.
But lean into it.
2) Expect to Reveal More of Yourself
Podcasts aren’t just about your content.
They’re about you—the messenger behind the message.
Hosts want your story, your why, your journey, and what shaped your perspective.
3) Expect to Stay on Message
You need a few core talking points that you can return to no matter what question is asked.
The best guests can answer the question… and still guide the conversation back to their message naturally.
7 Tips to Make Podcast Interviews Actually Pay Off
1) Don’t Expect Immediate Book Sales
Podcast interviews rarely lead to instant spikes in individual book orders.
Think of them as long-term visibility, credibility, and relationship-building.
The wins often show up later.
2) Treat Every Interview Like It Matters
Don’t dismiss smaller podcasts.
Some of the biggest results come from small shows with a loyal audience.
You never know who’s listening today—or who will listen later.
3) Make It Your Goal to Be Their Best Interview
Want to stand out?
Ask the host:
“How can I make this the best interview you’ve had to date?”
It instantly shifts the tone from transactional to collaborative.
You’ll also earn referrals and repeat invites.
4) Drive Listeners to a Download (Not Your Book Links)
Your call-to-action should be simple and specific.
Not:
- “Follow me everywhere…”
- “Buy my book on Amazon, Barnes & Noble, Apple…”
Instead:
- “Go to mywebsite.com/freeguide”
A free download grows your email list, and the email list drives long-term sales and opportunities.
5) Ask for Referrals
At the end of a great interview, hosts often ask:
“How can I support you?”
That’s your moment.
Say:
“If you know another podcast where I’d be a good fit, I’d love an introduction.”
One interview can lead to five more.
6) Send a Thank-You Message After
Email is good. A handwritten note is even better.
This is how you turn a one-time appearance into:
- relationships
- referrals
- partnerships
- future opportunities
7) Share the Episode Everywhere
After the interview:
- post it on social media
- include it in your newsletter
- add it to your website (media page)
- share clips and quotes
It’s credibility content you can repurpose for months.
How to Choose the Right Podcasts
Choosing podcasts isn’t about chasing the biggest names.
Look for:
- audience fit
- host quality
- strong engagement
- interview style you like
Listen to a couple episodes before saying yes.
Some interviewers are incredible. Some are just reading a list of questions with zero energy.
The quality of the host matters more than most authors realize.
Tools We Recommend for Podcast Outreach
PodMatch (Find Podcasts Looking for Guests)
PodMatch helps match podcast hosts with guests and is a great starting point when you’re looking for shows actively booking.
Best for: guest matching + quick opportunities
Podcast Guest Connection (Facebook Group)
This group is a simple way to find hosts who are actively seeking guests and opportunities to pitch yourself quickly.
Best for: guest requests + networking
Author Launch Kit: Find Podcasts + Pitch Them the Smart Way
Finding podcasts is only half the battle.
The real challenge is:
- knowing which shows fit your niche
- crafting a pitch angle that feels tailored
- and explaining why you’re a great fit for their audience
That’s exactly why we built the Podcast Research Tool inside Author Launch Kit.
It helps you generate a targeted podcast list based on your book topic and audience—then it goes a step further by giving you:
- podcasts you can realistically reach
- a clear pitch angle for each show
- and the reason you’re a strong fit for that host’s audience
So instead of guessing what to say, you’re pitching with clarity and confidence.
Try the Podcast Research Tool inside Author Launch Kit here: https://authorlaunchkit.com/
Final Thoughts: Podcast Interviews Are a Momentum Strategy
Podcast outreach isn’t a quick-fix sales tactic.
It’s a visibility strategy.
When done consistently, podcasts help you build authority, grow your network, and create opportunities you can’t predict—but will be glad you pursued.
And if you want a faster way to find the right shows and pitch them intelligently without overthinking it, Author Launch Kit makes that process simple.
This article was created based on the content of 3 of our YouTube videos on the subject. Check them out below if you want to learn more!
- How to Get Booked on Podcasts with Author Robert Belle | Author Spotlight
- Podcast Interviews for Authors Doing Book Marketing
- Do Podcast Interviews Sell Books?
This post may contain affiliate links, which means we may earn a small commission if you choose to purchase through those links—at no additional cost to you. We only recommend tools we genuinely trust and believe will help authors market their books effectively.
