Kelly Glover

#221: Kelly Glover on How to Build Your Trust and Credibility as a Writer by Being a Guest on Podcasts

Many writers are overwhelmed by the number of ways they can market themselves.  

Every strategy sounds good. Yet the result of wanting to do it all is overwhelm, FOMO (fear of missing out), and inaction.  

So today, I’m going to share another marketing strategy you may not have considered. 😉 

But rather than tell you that you MUST do this, you’ll learn why you might want to consider it — and how you can get started with some simple baby steps. 

In today’s podcast episode, I’m joined by Kelly Glover, the CEO of The Talent Squada podcast booking and publicity agency 

Kelly has spent almost two decades working in media as a talent agent, radio host, podcast producer and celebrity interviewer. (We’re talking people like John Travolta and Joaquin Phoenix).  

In this discussion, Kelly and I talk about what makes podcasting such a powerful medium — and how creative professionals like us can use it to get more clients and build our brand. 

The notes that follow are a very basic, unedited summary of the show. There’s a lot more detail in the audio version. You can listen to the show using the audio player below. Or you can subscribe in iTunes to get this show delivered straight to the Podcasts app on your smart phone, tablet or iPod.


Tell us about your business and the clients you serve 

Kelly Glover runs The Talent Squad, a podcast guest booking agency.  

Kelly started out in Hollywood. Later, she was a syndicated radio announcer. She started in podcasting in 2007 and went fulltime in 2014 as a show notes writer. She then moved on to become a guest booker, then producer, and then started her own agency in 2017. 

What makes podcasting such a great content vehicle? 

Podcasting is essentially radio, delivered on demand, in a niche format. It’s a way to package storytelling and the human voice.  

Unlike articles, people tend to consume entire podcast episodes, not just the headline.  

They view podcasts like a book, where they start at the beginning and go to the end.  

Speaking into someone’s ears for 30 or 60 minutes at a time builds trust quickly 

Will people actually consume information, such as marketing, via podcasts? 

Absolutely! Podcasts boil down valuable information into an easy-to-consume format. You don’t have to sit at your desk and listen. You can listen while doing other things.  

It’s a type of edu-tainment. People want to learn things and be entertained at the same time.  

It’s a great way to differentiate yourself.  

Podcasts are a great way to differentiate yourself. 

Why are podcasts so great at building trust?  

Serialized content, such as a series of podcast episodes, helps you connect with your audience. Over the course of a series, you form a bond with the host.  

When you’re a guest on a podcast, you get a warm introduction from a host who his/her audience has come to trust.  

Plus, the host has selected you as a guest, which is an indirect endorsement. It expedites the like, know and trust factor.  

Podcasts are another way for people to verify who you are. They’ll check out your website and social media accounts — and listen to your podcast. They may do all of these things before they decide to work with you. 

But would our target market — saymarketing directors —?actually take the time to listen to our podcast? 

Maybe not. But that’s okay. Sometimes it’s enough for them to look you up and see that you have a podcast or have been a guest on a podcast. That gives you a lot of credibility.  

Also, your show notes may help with SEO, which can help people find you.  

What’s the best way to get started in podcasting 

Before you consider creating your own podcast, start by being a guest on other podcastsHaving your own podcast requires time and resources.  

However, if you eventually decide to have your own podcast show, you don’t have to do a show every week for 52 weeks. You could also do a short series on a specific topic. You could then turn this into seasons.  

Not every podcast has to publish hourlong episodes every week. You can adapt the medium to fit with your objectives and resources.  

Not all episodes have to be long. You can also do mini-episodes and batch record them. You don’t have to do interviews for them all either. 

Where should we look for guest spots? 

Start by considering what your prospects will want to learn. What problem do they want to solve? Then look for a podcast that would be a good fit for that topic 

Also, look at your competitors and see what podcasts they are on. You don’t have to pitch the same podcast, but you could go after something similar.  

Ask your clients what podcasts they’re listening to.  

Do searches by topic and ask colleagues and clients what they’re listening to.  

How do we land guest spots?  

You have to pitch yourself and a topic. But first, you need to consider your objectives and the problems that you solve. Work on your messaging and turn it into talking points.  

You also need a onesheet with topics, talking points, your headshot and press kit. You want to make it easy for producers to work with you.  

You also need a decent microphone. 

What if we have no experience in podcasting?  

That’s not a huge obstacle. But you need to be prepared to start with smaller shows.  

Practice in private before you go public. Practice your messaging. Have friends interview you. Interview yourself.  

How do we come up with topics to pitch? 

You need to get attention with your subject line — but you also need to deliver on the content.  

If you only talk about yourself in the first few lines, people won’t read your entire pitch 

Show that you’ve done your homework. Listen to the show and tie it to what you’re pitching.  

If your topic has already been covered, you can add to that topic or present an alternative perspective.  

You can also look for gaps to fill.  

Have we reached peak podcast?  

Audio will always be around. And podcasting is continuing to grow.  

Hollywood is also moving into this space. They’re finding talent and building shows around them. The industry is also consolidating.  

This further legitimizes the medium and gets more people listening to more podcasts.  

Where can listeners learn more about you? 

Kelly’s website: 


By the way… whenever you’re ready, here are 4 ways I can help you grow your freelance business:

1. Grab a copy of my book for ESTABLISHED writers.

You’ll discover a different way to think about your challenges during this crisis. Plus you’ll get clear recommendations to get you through the storm safely … and to come out the other side stronger than ever. — Click Here

2. Download a free copy of my book for writers who are NEW TO FREELANCING.

I’ll show you the 3 things you need to do to get your business off the ground safely and land your first paying client faster.  Click Here

3. Join my implementation program and be a case study.

I’m putting together a new implementation group this month. If you’d like to work with me to grow your income quickly with better clients (and become one of my new success stories) … just hit reply and put “Case Study” in the subject line.

4. Work with me privately.

If you’re a 6-figure writer who’s trying to earn more in less time, with less stress, I might be able to help you get there faster than you think. Just hit reply, put “Breakthrough” in the subject line, and I’ll back to you with more details.