Why Podcast Guests Get Zero Leads and How to Fix It
Getting booked on a podcast is only step one. Carl Richards shares how to pick the right show, speak in sound bites, and close with a call to action that brings leads.
Host: Bernie Franzgrote
Podcast guests get zero leads without the right show and a clear call to action. Carl Richards shares the fix on Knack 4 Business for coaches and experts.
GROWTH CATEGORY: Marketing & Branding
Brought to you by Canada Growth Network, Sterling Grace Technologies, and Profit10™.
You landed the podcast spot. You showed up, did well, and the episode went live. Then nothing happened. No calls. No emails. No new clients.
Carl Richards has seen this many times. His fix is simple, and it starts before you ever hit record.
Carl Richards is the founder and CEO of Podcast Solutions Made Simple, a podcast production agency in the Ottawa area. After 25 years in radio, he helps coaches, consultants, and experts launch a podcast or get booked as a guest. In this conversation, Carl shows how a podcast can work as a marketing strategy and a lead generation tool. He explains how to pick the right shows, speak in sound bites, and write a call to action that people actually use. He also shares how to reuse each episode to support business growth. Results take time, but every appearance builds trust and visibility. This episode is for business owners, coaches, and consultants who want their voice to bring in clients.
Watch the full conversation here:
Many podcast guests get no leads because they pick the wrong shows and end without a clear call to action. Carl Richards, founder of Podcast Solutions Made Simple and a 25-year radio veteran, explains how to match shows, speak in sound bites, and offer something useful. Readers learn a simple plan to turn each guest spot into real conversations.
Who this is for
SMB owners, solopreneurs, coaches, consultants, and leaders building systems.
Key lessons
1. Pick the show that fits your goal.
Start with your why. Are you promoting a book, a speaking tour, or a course? Carl compares the match to pairing wine and cheese. A business finance expert belongs on a business strategy show, not a gardening hour. When you are new, say yes to aligned shows of any size. It is practice. Later, use episode count as your filter, not downloads.
2. Say it clearly and show up ready.
Speak in one-to-two-minute sound bites. That gives the host something to edit and share. Carl calls the mic the most important piece of gear. Add good light and, if you can, a separate webcam. Skip one-word answers, because they leave the host with nothing to work with.
3. Give listeners something to do.
A call to action is a clear next step. A checklist, a PDF, or an assessment works. "Follow me on socials" does not. Carl says the response to that is zero. His own offer is a free podcast strategy session where he maps your goals and your timeline.
Practical steps
- Write down why you want to be a guest. Then list ten shows that fit that goal.
- Check your mic and lighting. Record a one-to-two-minute answer to the question you get most.
- Build a media page on your website. Add every appearance and the embed code, and cut short clips to share.
About the guest
Carl is a TEDx speaker and three-time best-selling author, and he helps people get booked as guests too. Connect: LinkedIn · Instagram · YouTube
Listen on audio
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Partners on this episode
Canada Growth Network: referral-based business community plus a robust CRM, $47 CAD a month.
Sterling Grace Technologies: cybersecurity, IT support, and business continuity for small and medium businesses.
Profit10™: the free Profit Snapshot, ten questions on where your business leaks profit.
FAQ
Should I say yes to every podcast invite?
Early on, yes, if the show fits your topic. Carl says it is practice and a place to sharpen your message. Later, get choosier and look at episode count.
What makes a good call to action?
It gives the listener something to use right away. Think a checklist, a PDF, an assessment, or a free strategy session. Skip "follow me on socials."
How long until a guest spot pays off?
Carl says give it six months to a year. Results are not instant. Even without sales, you gain credibility and may find new referral partners.
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