MARKETING FOR RESULTS
Social media and content marketing tips
Maximize Podcast guest Opportunities
ark Sanborn, CSP,
CPAE, has been a
guest on hundreds of
podcasts. Here are his
seven sure-fire ways
that speakers can take
full advantage of these opportunities.
Show Up Prepared
Podcast hosts invite guests they
believe can deliver value for the audi-
ence. That is only possible when the
guest understands the purpose of the
broadcast. Have the host explain why
he or she is inviting you onto the show
so you can prepare accordingly. This is
also the time to decline invitations that
are not a good fit.
Know the audience
Sanborn believes showing up pre-
pared is essential. “True pros never wing
it,” he says. “They show up so prepared
that they just look like they are.” This
preparation should include researching
the host and listening to recent episodes
of the show so you understand the audi-
ence you’re speaking to.
Plan for anything
Some podcasts follow a tight
timeline with specific questions
asked, while others are free-
form conversations. Ei-
ther one can trip you
up if you are not
intently to the host
to make smooth
transitions. He also likes to have a few
stories in his back pocket that can fit
into unexpected situations.
Reverse the Roles
The best podcasts feel like two
friends enjoying each other’s company
while sharing ideas that educate, inspire
and sometimes entertain the audience.
Because most shows follow a tradi-
tional interview format, Sanborn sug-
gests that guests and hosts occasionally
For example, you can change the
tempo by first responding, “I love what
you just said,” and then ask the host
Find the Right energy
A conversation is a two-way street
in which the guest is equally responsible
for finding the right energy to keep the
audience engaged with his or her expert-
ise. If the energy is low, you may have to
be the one to pick it up. Conversely, it
may be necessary to settle things down if
the energy gets too frenetic.
Promote the episode
Podcast hosts greatly appreciate it
when guests share the value they helped
to create with their social media
and subscriber audiences,
because more than half
of all guests do little
Guests who pro-
mote the show are
invited back, espe-
cially if they also go the extra mile to
leave an honest rating or review. Those
iTunes ratings and reviews help the
show rank higher in search results. It’s
a win-win for the guest and the host.
Recommend Speaker Friends
When you encounter a podcast
that is well run and makes it easy to get
your message out to a new audience, re-
turn the favor by recommending speaker
friends who can also make a contribu-
tion and benefit. Even if the host has
connections, a relationship introduction
shows you care enough to help.
For more information, listen to the
live audio of Jeff Korhan's conversation
with Sanborn at http://apple.co/1V7LAMi.
Mark Sanborn, CSP, CPAE, is
dedicated to developing lead-
ers in business and life. San-
born is an international
best-selling author and a
noted expert on leadership, team building,
customer service and change.
Jeff Korhan, MBA, is the
author of Built-In Social and
the host of This Old New
Business podcast. He helps
organizations use media to
create exceptional customer experiences that
drive business growth in a digital, social
and global world. Connect with him on
Twitter @jeffkorhan and learn more at
POINT / COUNTERPOINT
Opposing views on burning questions
June 2016 | SPeaKeR | 11
any speakers have a wealth of
experience in their respective fields,
but are new to the speaking profession.
Should they charge a lower fee based on their
inexperience as a speaker or a higher fee based
on their professional expertise?
Charge for your professional
“I’ve struggled with this ever since I embraced the role of
professional speaker. With 37 years in my field, and experi-
ence in speaking many times up to the national conference
level, it’s hard to fathom not being compensated for expert-
ise and content. My background and experience are unique
and valuable—even if I don’t have 20 years of experience
on the platform.”
Denise “Dee” Borgoyn is a health care human
resources professional who focuses on her passion
for growing leaders and fostering a culture of “intel-
ligent compassion” in the aging services industry.
“If you have identified a viable niche and you’re an expert
in it, it still requires plenty of work to add speaking as a
source of income. You should be able to charge a rate com-
mensurate with your experience. In my sector, I see organ-
izers requesting experts regardless of their speaking ability.
They would rather have an Uber VP, a Facebook product
manager, a Google strategist, or some unknown in an excit-
ing startup than hire someone whose primary gig is speak-
ing or someone with massive speaking credentials. In my
opinion, the only ones who should lower their fees are the
speakers who do not have an original voice and just regur-
gitate the content of others. If you’re an expert in a viable
niche and you want to be a professional speaker, then get
paid what you’re worth, and don’t speak for free.”
Gustavo Marin is a technology strategist, profes-
sional speaker and a U.S. patent agent who has two
granted patents and four pending patents. Marin
helps clients turn their ideas into assets.
Start low, and go
up from there.
“They should absolutely lower the fee unless they are an
established, well-known (key words) expert in their field. If
you’re well known, you already have the credibility to charge
more. Every speaker has to determine his or her price point.
Start low and steadily increase your fee until you and your
market say it feels right.”
For 18 years, Steve Cohn, CSP, has helped hundreds
of companies "Make Business Personal Again" to
create long-lasting relationships with their cus-
tomers and each other.
“Our own insecurities and imposter syndromes and other
limiting beliefs are often factors in starting out at lower fees.
What is the client paying for: your expertise, or the quality
of the delivery of that expertise, or both? Many speakers
accept low fees or speak for free as part of their jobs when
starting their journey into professional speaking. Be sure to
work incredibly hard to ensure you can deliver that expertise
in the way your clients want and need it. This is critical to
reduce the time between novice speaker and professional
Sally Foley-Lewis fast-tracks productivity. She is
known as a skill builder and insight igniter who
empowers and inspires leaders to ensure their people
are where they belong and feel valued.
Continue the debate! Are you in favor of the
point or counterpoint? Tweet your thoughts
using the hashtag #speakermagcounterpoint.
John Peragine poses questions and solicits opinions
for this column. He is a ghostwriter and book coach
specializing in books for professional speakers. Con-
tact him at firstname.lastname@example.org.
Knowledge or experience?