Positioning Beats Volume | Podcast Guest Strategy | Build Authority
Carl Richards of Podcast Solutions Made Simple breaks down how strategic podcast guesting builds authority, expands reach, and creates real business results for SMBs and solopreneurs.
Hosts: Percy Barr, Wayne Pratt & Bernie Franzgrote
Carl Richards of Podcast Solutions Made Simple joins K4B to break down how strategic podcast guesting builds authority and visibility for business owners. (152 chars)
GROWTH CATEGORY: Marketing & Branding
Most business owners have enough expertise. What they're missing is visibility. They're posting on social media, sending the occasional email, and wondering why their network isn't responding. Carl Richards has a different answer — and it starts with a microphone.
Carl is the founder of Podcast Solutions Made Simple. He helps business owners get booked on the right podcasts, in front of the right audiences, with a strategy built to create real business results. In this episode of Knack 4 Business, he lays out exactly how to do it.
Watch the full conversation here:
WHO THIS IS FOR
SMB owners / Solopreneurs / Coaches and consultants / Corporate escapees / Leaders building systems and authority
Key Lessons
1. Strategy beats volume — every time.
Ten targeted podcast appearances will outperform a hundred random ones. When you show up on the right show, you're talking to an audience already looking for what you do. Carl's team at Podcast Solutions Made Simple focuses on finding shows that match the guest's client avatar, expertise, and goals — not just any show with an open calendar slot. One well-placed appearance can generate leads, referrals, and speaking invitations. A hundred mismatched ones generate noise.
2. Personalization is the pitch.
Hosts know when you haven't listened to their show. A blanket pitch gets deleted. A personalized pitch — one that references a specific episode, speaks to the audience's needs, and leads with the value you're bringing — gets a response. Carl's framework is simple: know the show, know the audience, and make it clear you're there to serve the listeners, not just promote yourself. Include a free offer or a tangible call to value. Give people a reason to follow up.
3. One conversation can open a door you didn't expect.
The value of podcast guesting doesn't always come from the audience. Sometimes it comes from the host. After the recording, a simple question — "do you know anyone who could use what I do?" — can lead to an introduction that changes the trajectory of your business. Carl calls it the visibility chain: one appearance leads to a referral, which leads to a speaking gig, which leads to a client. It starts with showing up strategically.
Practical Steps
- Map your calendar. Commit to two podcast appearances per month. That's 24 visibility opportunities per year. Put it in your schedule like a sales call — because that's what it is.
- Build your positioning before you pitch. Write down who you are, who you serve, and the one to three topics you can speak to with depth. Know your call to value — not just your website URL.
- Listen before you pitch. Find three shows that reach your ideal client. Listen to two episodes each. Then personalize your outreach with a specific reference. That one step alone will separate you from 90% of the pitches landing in a host's inbox.
About the Guest
Carl Richards is the founder of Podcast Solutions Made Simple — a full-service podcast agency that helps business owners get booked on the right shows and launch their own podcasts with confidence. He's also a speech coach and professional speaker, helping clients communicate with clarity and authority. Carl solves the visibility problem that holds talented business owners back from the growth they've earned.
Connect with Carl on LinkedIn or book a free 30-minute strategy call at podcastsolutionsmadesimple.com.
Listen on Audio
FAQ
Q: Do I need a big following to get booked on podcasts? No. Hosts care more about the value you bring to their audience than your follower count. A clear topic, a personalized pitch, and a genuine call to value will get you further than a large but passive social following.
Q: How many podcast appearances do I need before I see results? Carl's experience shows that consistent, strategic guesting over six to twelve months creates meaningful traction. Two appearances per month is a solid baseline. The results compound — each appearance builds credibility that makes the next pitch easier.
Q: What's the difference between a call to action and a call to value? A call to action asks someone to do something. A call to value gives them a reason to. Instead of "visit my website," offer something tangible — a free consultation, a resource, a tool. Give the audience a next step that feels worth taking.
K4B Acknowledgements
Carl Richards — Podcast Solutions Made Simple
Fred Crouch — Gentry Learning / Property Wizard
Jovan Strika — @Hive
Melanie Webber
