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Why Your Podcast Guests Aren’t Promoting Their Episode—And How to Fix It

Here’s the truth: a guest on your podcast has no reason to promote their appearance unless you give them one. None. Zero. Nada. And if you’re expecting them to share their episode just because they were on your show, you’re setting yourself up for disappointment. But don’t worry—this is fixable. Let’s break it down.

The Problem: No Incentive, No Promotion

Think about it from your guest’s perspective. They’ve already given you their time, their insights, and their expertise. What’s in it for them to promote the episode? If you don’t give them a clear, compelling reason to share it, why would they bother? And no, “helping you grow your podcast” isn’t a reason. That’s your goal, not theirs.

Here’s the deal: your guest will only promote their episode if it benefits them. Period. So your job is to make it as easy—and as beneficial—as possible for them to do so.

How to Give Your Guests a Reason to Promote

If you want your guests to share their episode, you need to create a win-win situation. Here’s how:

1. Make Them Look Good: Your guest wants to be seen as an expert, a thought leader, or someone worth listening to. Highlight their expertise. Showcase their best moments. Edit the episode to make them shine. If they’re proud of how they come across, they’ll be more likely to share it.
2. Create Shareable Assets: Don’t just send them a link to the episode and hope for the best. Create high-quality, shareable assets like quote cards, audiograms, and video clips. Make it easy for them to share the episode with their audience.
3. Align with Their Goals: What does your guest care about? Are they promoting a book, a course, or a product? Make sure the episode highlights what’s important to them. If the episode aligns with their goals, they’ll have a vested interest in promoting it.
4. Make It Personal: Send them a personalized email or message with all the assets they need to promote the episode. Include a thank-you note and let them know how much you appreciate their time. A little gratitude goes a long way.
5. Show Them the Value: If your podcast has a loyal, engaged audience, let your guest know. Share stats, testimonials, or success stories from past guests. Show them that promoting their episode is worth their time.

The Bottom Line

Your guests aren’t going to promote their episode just because you want them to. They’ll promote it if—and only if—it benefits them. So give them a reason. Make it easy. And create a win-win situation that leaves both you and your guest better off. Because when your guest promotes their episode, everyone wins: you, your guest, and your audience.

At The Podcast Partnership, we help podcasters like you create shows that engage, inspire, and deliver real results. Ready to take your podcast to the next level? Let’s chat.