Do you want more people to know who you are? If so, podcast guesting is a great way to build your authority, and grow your audience. But how do you get booked on more shows? In this episode of Influence By Design, Samantha Riley chats with Renée Warren, a public relations and media expert.
They dive deep into the world of podcast pitching and discuss the immense value of being a guest on podcasts. Renée explains why podcast interviews offer unparalleled access to engaged audiences, allowing you to build relationships and establish expertise like no other platform.
Renée provides tangible tips for crafting compelling podcast pitches, emphasising the importance of captivating subject lines and targeted, relevant angles for the host’s audience. They walk through an actual example pitch which secured Renée an appearance here on Samantha’s show.
Key elements include researching the show, keeping emails concise yet personalised, linking to credible websites and relevant, active social profiles, and highlighting frameworks or concepts that demonstrate thought leadership.
Essentially, Renée stresses relentlessly focusing on serving podcast audiences with your unique perspective, versus merely promoting yourself. This organic relationship and trust-building fuels podcast and publicity success over time. The key is persistently adding value versus chasing immediate sales.
Samantha and Renée explore the mindsets, messaging, and visibility required to become recognized industry authorities. This helps pave the way for exponential reach and impact for your business.
IN THIS EPISODE YOU’LL DISCOVER:
- Why it’s important for coaches to get booked on podcasts as a guest (02:47)
- An overview of what a good podcast pitch looks like (05:25)
- Talking about your subject and how it can add value to someone’s audience (10:28)
- The visibility ladder (13:09)
- The value of having a strong social media presence (16:19)
- Why it’s important for podcasters to always find quality guests who can help create more value for the audience (17:59)
- Why PR pitching should be dynamic (20:03)
- Delegating podcast outreach to a VA (21:33)
- The danger of having an energy block between a podcast host and a guest (23:46)
- What made Samantha say yes to Renée’s pitch (25:32)
- The 3 components of The Authority Arc (32:51)
- The value of delegation in business (37:50)
- The abundance mindset and why you must view competition in a more positive light (39:58)
QUOTES
- “Podcasting not only allows you to have longer time with an audience who’s already warmed up and primed to listen to you, it allows you to build a relationship with the host. And then beyond that, it’s just such a great way to build authority.” – Renée Warren
- “The reality is no one cares about your book, or your product, or what you do. They don’t. They only care about it in a way that would actually provide value to their audience or to their customers.” – Renée Warren
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ABOUT RENÉE WARREN
Renée Warren is an award-winning entrepreneur, angel investor, author, speaker, and founder of We Wild Women, a PR agency revolutionizing how female-led businesses shine in the media spotlight. Renée is not just a leader; she’s a visionary, innovating how women can achieve unprecedented visibility and success. As host of the top-rated podcast “Into the Wild,” she interviews successful entrepreneurs, sharing actionable authority-building advice from those who have successfully done it before. Outside the hustle, she enjoys time with her Irish Twin sons, Crossfit, drumming, and being her husband, Dan Martell’s number one cheerleader. To learn more, visit www.wewildwomen.com and @renee_warren.
WHERE TO FIND RENÉE WARREN
- We Wild Women: https://www.wewildwomen.com/
- Instagram: https://www.instagram.com/renee_warren/
- Free Resource: https://www.wewildwomen.com/proven-pitch-strategies
CONNECT WITH SAMANTHA RILEY
- Facebook: Samantha Riley
- Instagram: @thesamriley
- LinkedIn: Samantha Riley
- Twitter: @thesamriley
TRANSCRIPTION
Renée Warren: There’s a lot of work. If you’re not fundamentally ready to do pr, as in showing up to be on a podcast, there’s a lot of inner work to do as well. There’s a lot of worthiness stuff like, who am I to do this impostor syndrome? I only have 200 followers, but I’m an accredited, certified AbcDeFG, you name it, you have to do the inner work. And then people show up and they think, what am I going to talk about is probably like ten different things. What am I going to include in the pitch? I have so many great things to pitch. What is the one thing that you can pitch?
Samantha Riley: Welcome to the influence by design podcast. I’m Samantha Riley, authority positioning strategist for coaches and experts. If you’re ready to build a business that gives you more than just a caffeine addiction and you dream of making more money, having more time, and having the freedom to be living your best life, then you’re in the right place. It’s time to level up. Welcome to today’s episode of influence by design. I’m your host, Samantha Riley. And today I’m really looking forward to having an amazing conversation with today’s guest, Renee Warren. Renee, you are a pr expert who has the most fabulous website, as I’ve just mentioned. So welcome to the show.
Renée Warren: Thanks so much for having me, Samantha. We were practising the no’s from Canadian to Australian accent before pressing the record, and that was hilarious.
Samantha Riley: It was the first time I have ever heard anyone outside of Australia pronounce no exactly the way an Australian would. And it cracked me up. It sounds normal to me, but when you hear it coming from someone with a different accent, you’re like, oh, wow, we sound like.
Renée Warren: Drained my voice. No, I love it. I remember, well, living in Melbourne for a year surrounded by accents, so there was a lot of tourists in Australia, and I just somehow gravitated to the Aussies, the Germans and the Norwegians, or the Swedes and the Brits. So there was always an accent. And whenever I heard a Canadian speak mostly, sometimes an American, I thought, oh, gosh, that sounds terrible.
Samantha Riley: Isn’t it funny when you hear your own accent in a situation like that? Because you don’t hear your own accent right? And I remember the first time we went to the States and we were there for a month, and I remember flying back into Sydney airport and the accent comes over the loudspeaker at the airport and I was just cringing, going, oh, my goodness, we sound awful.
Renée Warren: But it’s not true. No one sounds awful. It feels like home, right? When you hear that, it’s that very first thing.
Samantha Riley: But, yeah, no, obviously it’s just different because you don’t hear your own accent.
Renée Warren: Yeah, that’s very true, but we’re going.
Samantha Riley: To talk pr today, not accents. I would love you to share. Now, like I said, I was having a look on your website, and what we’re going to talk about today is specifically podcasting and how to get yourself booked on more podcasts. I’m a big advocate for podcasts, but you’re the guest. I would love to hear from you. Why is it so important for coaches to get booked on podcasts as a guest?
Renée Warren: It’s the only domain in which you can have access to somebody’s audience. For, on average, 37 minutes, you have the stage. So the average length of a podcast is about 37 minutes. There is no other domain that allows you to do that. If you’re on tv, you have a two to five minute segment. If you’re on the radio, it’s two minutes. Social media even is shorter than that. So podcasting not only allows you to have longer time with an audience who’s already warmed up and primed to listen to you, it allows you to build the relationship with the host. And for me, that’s one of the biggest ROIs. And even being a podcast host is allowed to build these relationships. And then beyond that, it’s just such a great way to build authority. So you can talk about almost anything you want, but also you can inject your perspective, your opinion. Maybe it’s right, maybe it’s wrong, but what you’re doing is you’re building this credibility, this trust factor, so that, hey, maybe there’s not an immediate buy. We always think of these things as, oh, is there an ROI and someone purchased? No, it’s a long tail approach, but allows you to build these relationships like nothing before.
Samantha Riley: Yeah, couldn’t agree more. And I talk about this often, that the actual interview in itself is just such a tiny piece of this entire strategy that it’s the conversations before an interview, it’s the conversations after an interview. It’s being booked from different things off the back of it. I’m working on a big project at the moment that you and I were talking about earlier, and I’ve got 25 guest speakers that have all been on my podcast, and it’s that connection and that we’ve already built. So there’s just so many reasons over and above having access to someone else’s audience as to why this strategy is so fabulous. It’s just so good. Let’s talk about reach out, because this is one of my bugbears as a podcast host. In one part of the conversation, I’m saying, yeah, absolutely, go out and get booked on podcasts. But in the other part, I’m saying, but let’s do it well, because I would say only 5% of people do this well. Can you give us an overview, like a really high level overview of what a good podcast pitch looks like?
Renée Warren: Okay. 30,000 foot view is, filler subject line, which is absolutely the hardest part of writing the pitch. And your pitch has to be less than 200 words. It has to have no more than two to three links, no attachments, a very clear call to action, and is so unique that it makes the person go, or you with conviction, know that you need to be a guest on this show because you’re filling in a gap of content that they haven’t yet covered that you’re the expert for. M. Let me tell you, I write pitches all day, every day. What we do at the PR agency, and we might take, like, right now, we just sent a pitch to Drew Barrymore’s magazine for a client, and it took us a month and a half to write. I don’t want this to discourage people. This is very unique situation. However, when you do the work to create the best pitch, then you can just use it as a template and replicate it for other things. So for this was very unique in that it’s springtime coming up. It’s for a company who, they’re professional dog training experts, and we just wanted to position them as the go to dog trainer. So Drew Bermo has a dog. His name is Douglas, and he has a cameo on her show. And so we pitched the editor about the dog training, and we came up with a couple angles that was suitable for the magazine, but we needed to do the research. Who’s the person we’re reaching out to? How can we tie this into Douglas, the dog and the season and the content that might be relevant to the readers? It took a while. We also, what’s unique about our agency is we have our own journalists on retainer as our journalist coach. So she reviews all of these pitches as though she’s the one receiving them. And so that’s why our content and our pitches are so good, is because it goes through the wringer. And we don’t just do it ad hoc. We respect all of the million points that journalists want from a pitch. But once you get that template or the foundation of a great pitch, it’s so much easier to craft others because you can take snippets from it and adjust it to whom you’re pitching and what you’re pitching. Whether it’s a podcast or tv or radio, you name it. That’s the general breakdown of a good pitch. Now, there’s also special rules, but there’s also Kavitz to this rule in that sometimes the perfect pitch isn’t exactly what you need to send. For instance, my husband launched a book in January of last year called Buy Back Your time. And he went through a traditional publisher, and through the traditional publisher, they actually take care of the promotion of the book. But because my husband, his name is Dan, has a very extensive network, of which most people I know, he goes, can you take over the podcast roadshow? Because I know you know who I know, and I don’t want it to be a weird thing coming from the publisher to pitch a friend. And so on several occasions, there were people that I was pitching that we threw the template out the window, the one that we’d spent months writing, and we went straight to a very relevant story. For instance, there is a guy named Cal Fussman. He has an incredible podcast. And at the time that I was pitching, he was really emphasising his health journey on social media, his weight loss journey. And it was truly remarkable. And so I emailed him and I congratulated him on his progress, because I know how much dedication it takes to become healthy again. And I said, by the way, this. Dan also has this crazy journey of losing all this weight, too. He was like, well overweight. Anyways, it was a very simple paragraph that was a direct, correlation to what Cal was going through. And with the link to Dan’s website, he said, absolutely, he’d be a perfect guest for the show. So it’s sometimes complicated that there is a framework to pitching. However, sometimes it really takes that personal connection, that one to one, to actually build the relationship and to get a yes.
Samantha Riley: Now we are going to deep dive into how to write a good pitch and go back and cover some of those things that you mentioned. But before we do, I want you to talk to the subject you just mentioned that I think that so many people come from the lens of, I’ve got this thing to sell, I’ve got this book, or I’ve got this programme, rather than thinking about how can I add value to someone’s audience? Can you speak to this a little bit?
Renée Warren: Yeah. The reality is, with all due respect, no one cares about your book or your product m or what you do. They don’t. They only care about it in a way that would actually provide value to their audience or to their customers. And so I’ve helped to date. In the last year, I did four book launch promotions, and hardly ever did we lead with a book. There was very rarely a circumstance because now there are so many authors, and I think it’s a beautiful thing. I actually just had Sabrina Greer, who is a publisher on my show, to talk about publishing a book and why it’s important, too. But you hardly ever lead with the book unless you know the person you’re pitching wants to know about your book. So a book is definitely a credibility builder. It allows you to establish your authority. If anyone’s ever written a book before, they know how much work goes into writing a book.
Samantha Riley: Huge.
Renée Warren: But the reality is that you have to provide the pitch is about the value. So one of the pitches that has really worked for me, with one of my clients, Amber. So Amber Trublad wrote this book called the unflustered mom. It came out, like, june of last year, and it was really about focusing on how she helps mums become unflustered.
Renée Warren: And so, yes, we positioned it with her expertise, but then we spent, I think it was, oh, gosh, six weeks adjusting the subject line.
Samantha Riley: Wow.
Renée Warren: And we had variations of the subject line. And there was one week I just got it, and it was so good. And I pitched her to ten podcasts one week, and eight of them said yes.
Samantha Riley: Yeah, that’s hot.
Renée Warren: Okay. I was like, dusting off my shoulders. I got this.
Samantha Riley: I did this.
Renée Warren: going back to the subject line is super important. What’s in the body of the email is crucial. But really, at the end of the day, what it comes down to is, do you prove yourself that you’re valuable? Because I get, and I’m sure you do, you probably get a tonne of pitches to be on your show. We talked about, oh, my goodness. Recording. Yeah. But it just really comes down to, are you a valuable person? Because I’m sure you saw the pitch. You’re like, oh, yeah, this is a good pitch. And then you clicked on a website or a link to a social, and then you probably thought, I like this woman because she exudes confidence, she’s charismatic, she’s likeable. Where people fail is not actually working on what I call the visibility ladder. The bottom of the ladder is about the foundation. It’s like your call to action. Your destination. When you’re pitching, you want to make sure you’re including a couple of links. Website social is typically what people do, but don’t link to social accounts that aren’t active. So you only want to do it really well and make sure that there’s a lot of content that showcases what you’re pitching. Can you imagine if I pitched you about being a PR expert and you go to the social profile that I link to and it’s all about raising horses?
Samantha Riley: M
Renée Warren: You would probably question my credibility as to being an expert and authority in this space. So that’s why it’s easy to pitch anybody when you’re niche and you, with conviction, know that you’re going to be a great guest for this show and provide value. And value isn’t the, oh, by the way, I have 500,000 followers on Instagram and I’ll share your episode. So no value is. Are you the listener actually jotting something down right now, taking notes about this content? Because when Samantha brings in valuable guests, listeners will come back. So for you, your due diligence and your philtre. Is Renee a good guest for the show? The pitch was great. That’s a table stakes, everybody. But you also have to showcase your authority through the links that you’re sharing, whether that’s your website or social media.
Samantha Riley: Yeah, 100%. And the visibility ladder. Tell us more about the visibility ladder.
Renée Warren: So it’s our filter initially to see if we can work together. There’s some people that come to, and when people ask me, hey Renee, when do I start pr? I say, as soon as you think about starting pr because there’s so much work you have to do before you actually start pitching. The visibility ladder is a filter for us to determine where you are in this stage of building authority and where we can come in to actually start helping you. So that being said, it’s really important that you do have a social media presence now it is almost mandated. Yeah, and I know this because I worked with an author last fall who published a book who was not on social, maybe LinkedIn. That was a tough sell, even though he is an incredible interviewer, a wealth of knowledge. It was a tough sell because podcasts, hosts specifically, even journalists for publications they will choose. Get this, if a journalist was deciding between two experts that have great opinions, great authority, great creds, one had more followers, engaged followers than the other. They’re going to go with the one that has more followers. And why do you think this is.
Samantha Riley: It’s got to do with the authority, right?
Renée Warren: Well, not the authority. It’s so much that if this person is publishing on, if we’re publishing their article on our website, or they’re a guest on our podcast, we hope they’re going to share because we all want eyeballs, you and I. We want subscribers and downloads and we’re going to probably choose a person who is very likely going to share this on their social who has a higher following. And there’s no shame in that. Let’s just please throw shame out the window. This is business, okay? If we can charge more for our services, we will. Unless you have a problem with money. So the visibility ladder is. The bottom rung is like, are you actually ready for this? What are your objectives with pr? And then are your destinations ready? So your destinations is like the links that you’re sending people to. So the website, social media, has the website been updated? I can’t tell you how many people have these press pages and their headshot was updated ten years ago. They don’t look the same. Their values have probably changed too. How often have you updated your bio? How often have you updated about your programmes or blog posts? Like, if you have a blog on your website and the last post was a year ago, don’t link to your blog. There’s just no point. Only showcase the stuff that you are diligently engaging with. Growing. So podcasts, for instance, you and I, I’m on episode like 246 or something. I think there’s a rite of passage at 250. Someone told me there’s like, 250 was a magical number. I don’t know. You’re on your way to 1000. That’s impressive.
Samantha Riley: Halfway. But, as a fellow podcaster, you know how much work goes into that. And I think that’s what I was going to mention before you mentioned that we want to have people on our show that create value as podcast hosts. And you would know this, as a host, we really care deeply about our audience. So we want to make sure that the information that we’re providing or the guests that we have on is really adding value to our audience, that they are going to eat up in a good way. Like, oh my goodness, I have to listen to this if we want to say thank you to the people that subscribe to our show by constantly giving great guests. So we’re not going to just allow anyone onto our show.
Renée Warren: Exactly. There’s the philtre. For me, the philtre is. Would I be stuck? at a layover in an airport with this person and have a good time. So of all the over 200 guests I’ve had on the show, there’s only ever been one person that was not an energetic match. And I felt that as we scheduled the. I was like, this feels off. And it was so off when we showed up. And, when someone’s off, it doesn’t work out.
Samantha Riley: It doesn’t work. It doesn’t?
Renée Warren: No. And so there’s a lot of work. If you’re not fundamentally ready to do pr, as in showing up to be on podcast, there’s a lot of inner work to do as well. There’s a lot of worthiness stuff like, who am I to do this impostor syndrome? I only have 200 followers, but I’m an accredited, certified AbCDeFg, you name it. Yeah. Ah, that’s the thing, is you have to do the inner work. And then people show up and they think, what am I going to talk about? There’s probably like ten different things. What am I going to include in the pitch? I have so many great things to pitch. What is the one thing that you can pitch? So what we do is we think about what are the three things you can be known for? Right? So you write those down, three things that you are really good at that you want to be recognised for. Of those three things, write a story. For each one, a personal story. So those are three different types of pitches. So we don’t have the same pitch that goes out to every single person we reach out to. We have pitches for specific people with content we think should be valuable and relevant to their audience. And so it’s dynamic, right? Pr pitching is dynamic. It’s not the same thing. We change every single pitch that goes out before we reach out to somebody, especially podcasting, we ask, are they still active? Do they still take guests? Will our content be valuable for their audience? And then we create the pitch accordingly. So there’s a lot of work that goes into. I mean, we can talk about how Morgan, my va, reached out to you, because before we pressed record.
Samantha Riley: Yeah, I think this would be really valuable because I don’t accept many cold pitches and I’m not even going to talk about why. Just, would. Yeah, I would love you to share about how your va reached out to me because I accepted your pitch.
Renée Warren: Very.
Samantha Riley: Congratulations. All it says is, oh, my goodness. Renee knows what she’s talking about.
Renée Warren: Well, I would hope so. It’s what I do for a living.
Samantha Riley: Right.
Renée Warren: Don’t get me wrong. We get a lot of no’s and we get a lot of responses unopened. It’s not a perfect game. but over the years, I’ve been doing this for, gosh, twelve years now. We’ve refined the process, and every season it changes. And, there’s so much so for that pitch. So what we do with Morgan, my va, is every Monday on our media list, she highlights the five podcasts that she wants to pitch me to. And I go and I review them. It takes about 20 minutes, no more. And I say yes or no. I’ll say yes. No. let me think on this. Or I know the person now. If I know the person, I’ll personally reach out. It doesn’t make sense coming from Morgan, it’s almost like an insult.
Samantha Riley: Right?
Renée Warren: So when then the last few weeks we had a pitch that just wasn’t working. And you know what’s fascinating about this is how everything works together, because a terrible pitch, first of all, a terrible subject line won’t get open. A terrible pitch won’t get clicked.
Renée Warren: And then a good pitch will get clicked, and then when they go to the destination, they’ll make the decision. And so with Morgan, we review them. And then I’m like, you know what? This pitch isn’t good. So we refined it and I said, this is what it’s supposed to look like. So in our media list, then we link to the new angle and she uploads the template into Gmail. And then she goes out and she reaches out to those five people. And that gives me an opportunity as well to connect with the host beforehand to see. I’ll follow them on social, or maybe I’ll follow them, engage with them, we’ll see what’s going on. And then if I feel like it doesn’t feel good, then she’ll not pitch them.
Samantha Riley: I like that.
Renée Warren: Right. So just as much as you’re filtering whether or not you like me, based on the links that I’ve shared, I’m also doing that as a guest. I need to know that I’m showing up with Samantha and we’re going to have a good time because this is an hour of our day.
Samantha Riley: Right. And not only that, but as a guest, I’m sure this has happened to you. It’s definitely happened to me where you show up on shows and it’s really hard to give your great information when there is that energetic block. So I’ve been interviewed by people before and have just gotten off and gone. That was the worst interview of my life. But how is it that the next hour I can give the best interview that I think I’ve ever given, and it is from the host? You need to be able to vibe with the host so that that information is freely coming.
Renée Warren: And I will tell you this because much like you, I’ve been on both sides of the table. Being the podcast host and asking the questions is actually tougher than being the guest.
Samantha Riley: Because you don’t necessarily know the person.
Renée Warren: Yeah. And so for me, you’re just asking questions and I’m answering them. But you’ve had to do all the work to figure out all the things. but let’s go back to the pitch. So I don’t know if you have it in front of you, but it’d be really cool that if you pulled that up, because maybe the listeners would love to know kind of what was the thing about the pitch that made you go m and then from that.
Samantha Riley: You’ll be surprised what made me go. It made me say, yes, this could be really interesting. Right.
Renée Warren: So there was something that allowed you to open it, and, then within it, and it’s a simple pitch, and then there was something in it that made you click on something, and then you went from that, probably to my website and then social media, which was the deciding factor for you. So do you have it open in front of you?
Samantha Riley: I have it right here in front of me because I did open it before this interview.
Renée Warren: So what’s the subject line?
Samantha Riley: Lively new guest spills the beans on how to build authority as a coach or course creator. And that definitely made me open because I was like, this person knows who my audience is. And that’s really unusual because what I normally get is pitching or recommending XYZ person for your show or author of this book. So what it did was flip. I knew that you’d done the research already, which most people don’t. Most people send a cold pitch of, this is who I am, and I want to be on your show. And I know that most people haven’t listened to my show or looked it up, so I knew straight away you’d done it.
Renée Warren: Double click on that. So when you’re pitching a host or a journalist, you have to do the work for them. One of the things you don’t do in a pitch is say, here are the five topic ideas we have for your show, right?
Renée Warren: Maybe two is fine. But now all of a sudden, you give them so many options, now you’re giving them the work to do now they have to decide what’s good and what we’ve determined. So from the pitch, you already said, okay, I like her, I want Renee on the show. But before we press record, even though I may have pitched a topic idea, we still jammed on what to talk about.
Samantha Riley: Yes. Yeah.
Renée Warren: Okay. So then now go read the pitch.
Samantha Riley: I really enjoyed your recent episode on what makes people buy with Glenn Michael. I can’t even remember how to spell his name. Milieu, I think it was. You chose the only guest that I could never remember how to say his name.
Renée Warren: If you can read Samantha.
Samantha Riley: But it was an amazing episode. Ps, and if you’re listening, Glenn, I apologise. I have a guest suggestion for you. Renee Warren, an award winning entrepreneur, speaker, author and founder of We Wild Women, which actually had the link, it was hyperlinked to your website and to your name. A company that helps women led businesses gain the media exposure they deserve. Renee’s framework, called the authority, arc, teaches coaches, course creators, and those wanting to create a personal brand, how to position themselves as rare, how to build a reputation, and how to increase reach. I think this information would be interesting and valuable to your audience. Can I connect you with Renee today?
Renée Warren: There you go. That was not very long.
Samantha Riley: It was too. I haven’t read the bit that actually made me click and say yes. I’ll schedule you though. I haven’t actually told you what this was.
Renée Warren: No, I’m nervous now.
Samantha Riley: So this could actually undo everything we just talked about.
Renée Warren: You said.
Samantha Riley: P. S. Recently, Renee was the secret weapon behind Dan Martel’s successful podcast tour for his book buy back your time. she’s made blah blah, and then it goes on. She’s helped other entrepreneurs. So I like that you put that in. I’m not going to say any more yet because it’s a fabulous email and I want you to dive into what makes that such a great pitch.
Renée Warren: Okay. So a. It’s short, but first of all, going back to the subject line.
Renée Warren: We’ve done the research because more than likely, if it isn’t already in a description in one of your episodes, it would be in your podcast description, which is key. So when you’re going to Apple podcasts, the hosts will write the description of the show, which, what they talk about, who it caters to. It’s right there. 2 seconds to read.
Renée Warren: It was, it was a short pitch. And then there’s like two main credibility pieces in there. One was with the ps, obviously, and also, the framework that I’ve created called the authority arc. We all have a thing that we do that hopefully as coaches we have some sort of framework. So then you probably thought, okay, she’s created this framework, she likely knows what she’s talking about. So we can talk about the authority arc later. But there was no attachments. There were probably things that may have been bolded or bulleted. So when you create a pitch, you need to break up the copy. It can’t just be chunks of text, no one will read it. Short paragraphs, bold and emphasise words. I, guarantee you morgan bolded the call to action at the bottom. Can renee be a guest on your show? And there was links to things. That was it. You don’t need any more information.
Samantha Riley: Yeah. So from a host I can say what I loved about, it was the subject line. Straight away I knew that someone had done their research. It wasn’t you, but someone had done the research that there was a link to your website. So I could just go straight there without having to Google. It’s amazing how many people will attach a PDF, which means that you need to go and find everything. Go and look at their YouTube, go on their website. I’m like, oh man, we’re all busy, right? And I don’t necessarily want to do an hour of research just to see if I want to invite you on the show. So that was all there. you’re right, the framework, I knew straight away, you know what you’re talking about, there was a framework there. So I already trust that you’re able to explain things. and you had your authority positioning there that you were the secret weapon behind Dan Martel’s podcast tour. So straight, I’m like, huh? Okay. She definitely knows what she’s talking about.
Renée Warren: There’s credibility. So like proof, the proof is in the pudding. And sometimes there are pitches that are going to be longer than that. And that’s okay. It really depends who you’re reaching out to. We tend to complicate this. You just provide the minimum required information. And let me tell you, if you link to the right sources, that’s all the information they need.
Renée Warren: So give them enough that they want to open the email, and then you give them enough they want to click through the stuff. It’s simple. And let me tell you, that was probably like version ten of the pitches that we wrote. And there are other templates depending on the show. If you go into the really deep mumpreneur space, we have a pitch where I talk about to connect my experience to the host and the show. we talk about how I had two babies in the same year starting an agency. My boys are eleven months apart. And that pitch works for moms who are entrepreneurs and that’s the focus of their show. They’re like, how’d you do that? And I grew my m agency to a million dollars clients all over the world. How did you do that? That is fascinating. That might not be relevant to your audience, or it could, but from what information we knew about you online, that subject line and the pitch was all we needed to get your attention.
Samantha Riley: I love it so much. Do the research and specifically create a pitch that is directed to the audience and the host. I love it. The authority arc, we have to cover it because this was one of the pieces that I went, oh, I like the sound of this.
Renée Warren: So that was all thanks to my speaker coach, Chantel Adams. I’ll give her a huge shout out.
Samantha Riley: Oh, my goodness. I love Chantel.
Renée Warren: Oh, you know her?
Samantha Riley: Okay.
Renée Warren: Yeah.
Samantha Riley: Oh, her messaging is spot on.
Renée Warren: She is got a gift, let me tell you. I actually have an hour session with her tomorrow. so she helps me with this. So she has the power of conceptual and just grabbing stuff out of thin air and putting it together, and we’re both jamming on this framework, and she’s like, well, this is what you bring people through. And I love alliteration. I think it’s really important to simplify our framework. So think of the authority arc. There’s three components to it. There’s the beginning, the middle, and the end. The beginning is called rare. How are you rare in anything you do? Coaches, with all due respect, a dime a dozen. How are you rare? Makes you unique, unforgettable. What makes people want to learn from you? And then we move on to the second part is called reputation. How are you building trust? How are you building your reputation in terms of creating the standard? So when you think of authority, you think of somebody who is an authority in the space. They are the people that set the standard for their industry.
Renée Warren: So they create the rules. And then the last part of the arc is the reach. How are you amplifying your message? And that comes from, like, social media, pr, marketing, speaking on stages, you name it. So there’s rare reputation and reach. And it’s not like you start somewhere and end somewhere. You have to go back and each part amplifies itself over and over again. So the hardest part in all of this is really figuring out how you’re rare, like a diamond. The example I use is, I don’t know if Australia knows the story of Willy Wonka and the chocolate factory. I’m sure everyone knows the story.
Samantha Riley: Totally.
Renée Warren: So the story goes, Willy Wonka had a chocolate factory that produces the best chocolate bars in the world. Never let anybody in the factory because he was worried someone would steal the recipe. And so finally he wanted to get more buz about the factory, and he decided to create this really cool marketing initiative. And actually, if you run a chocolate factory, you should probably do this too. Is he distributed? I think it was six chocolate bars that were wrapped in gold. And if you happen to purchase one of these chocolate bars, it was a ticket in for a tour of the chocolate factory. So that was a coveted ticket everyone wanted to get. And people there was like the rich family that were buying tickets from other people. Everyone wanted this gold ticket, and Charlie was one of the kids that got to go. And so that’s rare. What else is rare is the diamonds. You’re going to remember the story of Charlie in a chocolate factory. Diamonds are rare. Now they have labyrinth diamonds, but like diamonds with raw diamonds, they’re rare. And you think about anything else that’s rare. So how am I different? How are you different? That’s the most important thing, because that’s your ticket to people not only fully understanding what you do, but who you are and your why. Which ends up being one of the most important things. And then reputation. Well, the media is not going to want to cover you if you’re not a very good person. Podcast hosts are not going to want to have you on the show if your values are completely misaligned or if you’re not a nice person. I’ve had guests on my show, not very many, where I only found out our values were misaligned after we recorded. And it was really weird. We have these preconceived notions as hosts that if you come on our show that you would just naturally share the episode on social. And, it was really unbelievable to me, the people that were just not willing to do that. And yet I promoted them, extensively over email and social because that’s what we do with podcasts. We want our guests to be amplified as well. Absolutely. Your reputation is really hard to build and so easy to break. And so it’s in your best interest, especially in PR, to maintain a really good reputation. And then when it comes to reach, that’s just like an engine that’s constantly going there’s no overnight success. There’s no one time thing. Showing up, doing more podcast, pitching more media, writing more blog posts, showing up on social, it’s exhausting. But then you gain momentum, and as the momentum grows, your revenue grows and as your revenue grows, you can delegate and outsource to people to do this for you. So. That you eventually get the capacity to work on the things that you absolutely love to do. So that is the authority arc.
Samantha Riley: I love it. I love it so much. Authority is something that I believe is the. You talk about it as rare I talk about it as the diamond factor. So interesting. You were talking about diamonds because that’s what I talk about. It’s that thing that helps you to stand out and shine. And when you do get to that point, where you are able to have people looking after the back end so that you are the person, that’s the talent and the one that’s showing up. For most coaches, that’s their sweet spot. Anyway. Most coaches love to be front of stage doing, teaching, creating, talking about their frameworks and letting someone else do all the stuff at the back, but it’s a process to get to that point.
Renée Warren: 100%. It is. the book buy back your time is definitely something that all coaches need to read. And my assistant, Morgan pitching you is an example of the fruits of that labour because one of the things they talk about in the first few chapters of that book is hiring an assistant. Most people don’t because they think that’s $100,000 investment. They’re not worthy of it. What am I going to delegate to them? Well, you eventually can ask them to do a lot. And these, people thrive in those tasks. M they love the weeds. They’re good at it. That’s where they belong. That was their assignment. God’s like, there’s your assignment. Boom, you got to find those people. And so Morgan’s one of them, and she’s an incredible human, and she comes back, she just shows up and she does her work and it’s a beautiful thing. So she was easy to train to do this. And it’s actually one thing I do offer is one of the parts of my programme is a vip day where I train people’s assistants on how to pitch their boss or who they’re working with, for pr, like what Morgan did with me, hot love. It’s accessible to anybody. So you don’t have to pay $10,000 a month to a PR agency.
Samantha Riley: Which is cool that you’re a PR agency. And that you’re helping people to do their pr, which to me is just beautiful because you understand, I can’t even explain the energetics of, value and values and just the. I was just chatting to someone yesterday and we were saying we can’t service everyone in the world. There’s billions and billions and billions of people. And that when we come from a place of value and we offer that value to whoever wants it, what happens is the few people that are meant to work with us, and we only do need to work with a few people, will be attracted to us. So it’s like taking away that scarcity thinking and being fully abundant, saying, hey, look, if I help everyone in this.
Renée Warren: Way, we will attract the right people 100%. See, I don’t believe in competition. I believe partially in cooperation. But as David Meltzer says, best that I believe in completion. And when you believe in helping somebody complete a cycle or complete something, then good things. have. I have people who are in my court who are my biggest cheerleaders, who are also my biggest rivals because we believe in abundance. We believe there’s like 8 million billion people on this planet. Imagine you just get a small, tiny, tiny, tiny, tiny fraction of that as customers and you’re a billionaire.
Samantha Riley: Yeah, I know. Crazy, right?
Renée Warren: Crazy. So crazy. So don’t ever think of competition as something that is going to kill you. because if that was the case, Pepsi wouldn’t exist, Toyota wouldn’t exist, all the coffee companies wouldn’t exist. Android, you can go on and on and on about it. Competition is very healthy. In fact, it opens you up to your blind spots. It holds a mirror to you, and it’s necessary. It’s healthy. So don’t let it shrink you. Let the people that are your competitors help you grow. And the way of doing that is making sure that you’re supporting them and their growth, too. Knowing that if you have an abundance mindset, it’ll come back to you in spades. Ten x.
Samantha Riley: You are speaking my language, Renee. I know that you have a free resource to help people to be able to craft a pitch, just like we’ve been talking about today. Can you explain, or let people know where they can get a copy of that? Because it’s exactly what we’ve been talking about for sure.
Renée Warren: It’s called proven email pitch strategies to get you on podcasts and in the media. And if you go to wewildwomen.com and you scroll down to the bottom, you’ll see a download and there’s also freebies on the site, like do it yourself media kit and defining your target audience. So there’s four good nuggets for you to start. and then if you have any questions, too, with regards to pitches, if you want me to review a subject line, whatever it is, you can find me on Instagram. Renee underscore Warren. And I’m happy to help because I just absolutely love doing this stuff.
Samantha Riley: That’s so cool. Definitely go and get a copy of that free resource because podcast hosts are looking for guests just like you with your expertise, for you to add value to their audience. But as the hosts, we do want to make sure that we get really amazing guests. So when you can put together a great pitch, then you will get booked, guaranteed. Renee, thank you so much for coming onto the show today. It’s been a pleasure to chat with you. And yeah, congratulations on being the only canadian I’ve ever heard that can say no, just like an australian.
Renée Warren: Well, thank you so much for having me. This has been so much fun.
Samantha Riley: Thanks for joining me for this episode of the influence by design podcast. If you want more, head over to influencebydesignpodcast.com for the show notes and links to today’s gifts and sponsors. And if you’re looking to connect with other experts who are growing and scaling their business too, join us in the coaches, thought leaders, and changemakers community on Facebook. The links are waiting for you. [email protected].
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