Podcast Promotion for Authors
UK
Podcasts reward authors who like talking about their subject, and they reward hosts who find guests with something to say. For an author, being a guest can feel more natural than writing a pitch to a newspaper. This page explains how podcast promotion works, what we do to help, and the honest limits. It also separates three services that often get lumped together: being a guest, preparing for interviews and producing your own podcast.
Podcast promotion for authors is the work of finding suitable podcasts, approaching their hosts and preparing the author to appear as a guest, so that listeners hear about the book through conversation. At British Publishers we help with research, pitching and preparation. We cannot promise any placement, audience size or sales. Hosts choose their guests.
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Podcast booking for authors: what we do
Finding suitable shows. We look for podcasts that cover your subject or genre, and listen to enough to judge whether they fit.
A short media kit. A one-page summary of you and the book, with a photograph and talking points, that a host can read in a minute.
Pitching. A short, personal message to each host about why your topic suits their listeners.
Following up. A polite reminder, and a record of replies.
Interview preparation. Talking points, likely questions and a short briefing before each recording.
Three different services
Guest booking
What it means: Finding shows and pitching you as a guest
Who it suits: Authors who like to talk and have a subject to discuss
Interview preparation
What it means: Helping you prepare for an interview you have already been offered
Who it suits: Authors who are new to being interviewed
Making your own podcast
What it means: Planning, recording and editing a podcast of your own
Who it suits: Authors ready for a longer commitment
How do authors find podcast interview opportunities?
The practical route is to listen. Look for shows that have discussed your subject, notice how they handle guests, and read their own descriptions of what they want. Look for shows of a size that suit a new author. Small shows with engaged listeners can be a good place to start. We do the research for you if you prefer, and we do not name shows on this page.
What a good pitch looks like
Short, specific and about the listener. It says who you are in a sentence, what you can talk about, why it suits that show, and offers two or three talking points. It does not open with praise or list your achievements. A host who sees a good fit may reply, and one who does not may not. We follow up politely and stop when asked.
How to prepare for a podcast interview
Listen first. Hear a few episodes to judge tone and format.
Choose your points. Two or three things you want a listener to remember.
Practise your one-sentence description of the book, and a short story from writing it.
Check the setup. A quiet room, a reliable connection and headphones if the host asks for them.
Ask the host what to expect, including whether the episode is live or recorded.
What should an author talk about?
The subject, not the sales pitch. The ideas behind the book, a story from writing it and what a listener might take away usually make better listening than a description of the plot. Mention the title briefly and let the host introduce it. Listeners often decide to find a book because they enjoyed the conversation.
Are podcasts effective for book promotion?
Sometimes. A podcast appearance can introduce you to people who already care about your subject, and the audio can be shared afterwards with the host's permission. Audience size and effect vary widely, and there is no reliable way to promise how many listeners will look for a book. We say so plainly, and we would rather help you pick two good shows than ten poor ones.
Podcasts for new and self-published authors
Podcasts can be friendly to authors who have no publisher's publicity team behind them, because hosts look for good conversation. A new author with a clear subject and a prepared pitch is in a reasonable position. It is still a matter of fit and timing, and replies are never certain.
Cost and timing
Both depend on what is included, such as research, pitching or preparation, and on how long the work runs. We quote in writing. We do not publish a headline price or a "from" figure on this page.
After the episode
When an episode goes out, share it, thank the host and, with their permission, use a short clip on your own channels. Keep the links and notes, since they can go on your website or in a media kit. If listeners get in touch, reply. A podcast appearance is often useful as the start of a conversation that continues.
Making your own podcast
Some authors prefer a show of their own, to talk about their subject on a regular schedule. It is a much larger commitment than a single guest spot, with planning, recording, editing and a release routine to keep up. If you are weighing it, a few guest appearances first can show whether you enjoy the format.
Frequently Asked Questions
Still need help? Contact us
+44 20398 08310
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How can authors use podcasts to promote their books?
By appearing as a guest on shows whose listeners might enjoy the book, talking about the book's subject rather than reading out an advertisement. Some authors also make their own podcast, which is a larger commitment.
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How do I get my book on podcasts?
Find shows that cover your subject or genre, listen to a few episodes, and send a short, personal pitch to the host explaining why your topic would suit their listeners. Hosts choose their own guests, so replies are not certain.
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What should an author talk about on a podcast?
The ideas behind the book, a story from writing it, and what a listener might take away. Mention the book briefly. Hosts and listeners tend to prefer conversation over promotion.
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How do I prepare for a podcast interview?
Listen to the show, decide your two or three main points, practise describing the book in a sentence, check your sound and connection, and choose a quiet room. Ask the host what format to expect.
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Can podcasts help new authors build an audience?
They can introduce a new author to listeners who share the book's interests. Audience size varies widely, and we cannot promise any number of listeners or readers.
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How much do podcast services for authors cost?
There is no single price. Cost depends on what is included, such as finding shows, pitching, preparation or production, and on how long the work runs. We quote in writing.
Talk to us
Tell us about your book and what you would like to talk about, and we will say what podcast work might suit you.
