So you landed a guest that feels way out of your league. Congratulations! Now what? In today’s article, we’ll be talking about how to make long-term connections with big guests and create genuine long-term relationships. There is so much internal dialog around this issue: I don’t want to push too hard. I want to be authentic. I don’t want to come across as a person that just takes up time. So let’s talk about:
- What you can do that is organic?
- How to invest money to stand out?
- Good follow-up with others.
My Top 3 Tips on How to Make Long-Term Connections with Big Guests
Organic Connection
At our core, we as people want to connect. Especially after the pandemic, we all are ready for a break from Zoom calls and our family. So how do you do this in an authentic way within the podcast space?
Within your interviews and after, remember that your guests are people outside of their expertise. Look for areas where you have an overlapping interest. For example, From September until April I took my family on an epic road trip to national parks. I figured this was better than Zoom school. In talking before interviews, a number of high-level guests have said they dream of doing something like that. I have given my personal cell phone to quite a few guests and said I’m more than happy to be a resource, as there is a lot to learn. This isn’t a “strategy” to get high-level people’s cell phones – I genuinely want to help them get a camper and live on the road.
Also, I frequently share and comment on their Instagram stories and other feeds. I’ll tag a picture of their books or share an insight that was inspired by them.
I want this to come from a genuine place of helping my audience and helping promote them.
These are organic ways to connect that cost nothing but time.
Where to Invest Money
I have lots of people that want to “reach out to connect” with me. I sometimes do it, but usually, I want some gates around my life. I don’t want someone who just wants to pick my brain. So who gets through? Usually, it’s people I already know on some level. The same is true with larger guests.
There are a number of ways to connect with these guests:
- Pay their hourly or speaker fee to have them come and speak to your audience or Mastermind group.
- Do a bulk book buy for your audience and send their new book to your fans.
- Join their membership community and show up, provide value, and listen. Don’t just show off how smart you are.
For most high-level people, they will see you more as a peer if you treat them as a professional that is doing professional work.
Follow-up to Stand Out & Make Long-Term Connections
Most top-level people have an assistant that is the real brains behind the operation. They know the day-to-day schedule and stresses. They also know what that top-level guests likes/hates. Imagine you want to send a gift to a guest and you send a bottle of nice wine or whiskey, but that guest just gave up drinking. That could be quite a misstep. Asking the assistant or the guest if they have any allergies or preferences before sending a gift can really help avoid that issue.
As well, if an assistant was really helpful, send them a nice gift, thank you note, or follow-up. Too often, people get starstruck, while not realizing it was actually the assistant that got you through the door. When I have felt a connection with an assistant or guest, I let them know when I am in town and reach out. Some genuine friendships have formed out of just getting to know people.
Too often in the business world, the exchanges that occur are transactional. Getting back to the human component will help you to stand out, make more friends, and naturally level up your podcasting game.
Joseph R. Sanok, MA, LLP, LPC, NCC
Joe Sanok talks business and marketing on the Practice of the Practice Podcast, with over 500 episodes. He’s also the author of Thursday is the New Friday (HarperCollins) which is available for pre-release order and drops October 5, 2021.
