Harnessing the Power of Podcast Interview Marketing in the AI Era With Tom Schwab

In this episode of The Same Day Podcast, host Yoni Schmidt is joined by Tom Schwab, Founder and CEO of Interview Valet, to discuss how podcast interview marketing is evolving in the AI era. You’ll hear why AI favors human conversation, how interviews drive conversions far beyond a blog, and what introverts uniquely excel at in this medium. Tom also gives advice on crafting smarter calls-to-action and building a long-term interview strategy.

Harnessing the Power of Podcast Interview Marketing in the AI Era With Tom Schwab

Tom Schwab is the Founder and CEO of Interview Valet, a leading concierge-level service that helps businesses secure podcast interviews to grow their brands authentically. Under his leadership, Interview Valet has facilitated thousands of podcast placements for over 1,500 clients, and Tom himself is recognized as an authority in podcast marketing, having appeared as a guest on over 1,000 podcasts. He is the author of Podcast Guest Profits and helps introverts, consultants, and thought leaders leverage podcasting as a powerful and often overlooked marketing tool.

Here’s a glimpse of what you’ll learn:

• [02:19] Tom Schwab explains how podcasts drive higher search rankings and AI traffic
• [05:14] Why being visible everywhere is better than having one website
• [08:22] The secret to podcast interview marketing versus random guesting
• [10:35] How leveraging other audiences can rapidly grow your podcast
• [14:12] Why podcast interviews convert 25 times better than blogs
• [16:26] Avoiding the top three mistakes most podcast guests make
• [24:13] Why relationship-based industries thrive with podcast interview marketing

In this episode…

Every business owner is feeling the shift. The old playbook of blogs, SEO tricks, and endless social content is losing its punch, while audiences crave something more real and more human. What if the fastest path to trust and authority in the AI era isn’t more content, but better conversations? And how can the simplest tool in your marketing arsenal become the most powerful?

According to Tom Schwab, a leading expert on podcast interview marketing, the answer starts with genuine human dialogue. He explains that longform conversations are now prized by both listeners and AI systems because they capture the nuance, emotion, and expertise that machine-generated content simply can’t match. Tom also points out that AI platforms now index and recommend podcast conversations as authoritative human content, giving interview-driven brands a surprising edge. The result is a marketing approach that not only builds trust faster but converts at dramatically higher rates than traditional tactics.

Resources mentioned in this episode:

• Yonatan Schmidt on LinkedIn
• Mat Zalk on LinkedIn
• Keyrenter Property Management
• Keyrenter Property Management in Tulsa | Oklahoma City | Arkansas
• Keyrenter Property Management email address: [email protected]
• Tom Schwab on LinkedIn
• Interview Valet
• PODCAST GUEST PROFITS: Grow Your Business With A Targeted Interview Strategy by Thomas M. Schwab 
• “​​Exploring New Possibilities in Entrepreneurship” with John (Chip) Gaberino on The Same Day Podcast
• “The Future of Financial Advising: Building Relationships Over Returns” with Morgan Martin on The Same Day Podcast
• “Revitalizing Communities Through Multi-Concept Restaurant Development” with Elliot Nelson on The Same Day Podcast
• “Exploring Co-Living as a Profitable Investment Strategy” with Grant Shipman on The Same Day Podcast
• Dharmesh Shah on LinkedIn
• The Introvert’s Edge: How the Quiet and Shy Can Outsell Anyone by Matthew Pollard with Derek Lewis
• Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets by Al Ramadan, Dave Peterson, Christopher Lochhead, and Kevin Maney
• Eventual Millionaire
• Gemini
• ChatGPT
• Genspark

Quotable Moments

• “It’s like making a copy of a copy of a copy, and it becomes a downward spiral.” 
• “So they’re crawling all the video, all the audio, just looking for the new content.” 
• “As long as they brought you back to you, to find you, to engage with you, that’s what really counts.” 
• “If you listen to someone, if you listen to you for 30 or 45 minutes, I’ve either turned you up or turned you off.” 
• “The idea of leverage as opposed to just brute force is what really matters here.” 

Action Steps

1. Build a podcast strategy before booking interviews: Having a clear plan ensures every appearance supports your goals and attracts the right audience.
2. Repurpose each interview into multiple formats: Expanding content across platforms maximizes visibility and keeps your message in front of potential clients.
3. Target shows with audiences aligned to your ideal customers: Speaking in “stocked ponds” increases meaningful engagement and leads that convert.
4. Offer one simple call-to-action at the end of each interview: Reducing friction helps listeners take the next step and boosts conversion rates.
5. Track long-term results from podcast efforts: Understanding how interviews compound over months validates the investment and guides smarter future decisions.

Sponsor for this episode…

Keyrenter Property Management:

This episode is brought to you by Keyrenter Property Management.

Keyrenter Property Management is a full-service property management company that helps clients buy, renovate, and operate real estate assets.

The team helps clients build wealth while taking the headache out of property management.

That’s why, no matter what rental you have — single-family homes, condos, townhomes, or apartments — they can give you the management solutions you need. 
To learn more about their services, go to https://keyrenterpmc.com/ or send them an email at [email protected].

Episode Transcript

Intro 00:04

Welcome to The Same Day Podcast, where we discuss driving incremental business growth and other topics related to real estate, property management and entrepreneurship. Now to the show at hand.

Yonatan Schmidt 00:20

Hi there, Yoni Schmidt hosting today’s episode of The Same Day Podcast where I connect with top business and real estate leaders. Some of them have included Chip Gaberino, local restauranteur entrepreneur Elliot Nelson from the Mcnellie’s Group, and Morgan Martin of Merrill Lynch. Today’s episode is brought to you by Keyrenter Property Management. At Keyrenter Property Management, we are a full service property management company, helping our clients build wealth by removing the headache of real estate ownership. We can help you buy, renovate and manage your assets.

Go to keyrenterpmc.com or email us at [email protected] for more information. Today, I’m excited to host Tom Schwab, the godfather of podcast interview marketing and the Founder of Interview Valet, the leading concierge level service in the industry. He’s helped thousands of introverts, consultants, coaches and thought leaders harness the power of podcast guesting to grow their businesses authentically. He’s also the author of the must read book Podcast Guest Profits. And today, you can get ready to learn how podcast interviews can convert 25 times better than blogs, and why they might be the most overlooked tool in your marketing tool toolkit. 

 Welcome to the show and thank you for being here.

Tom Schwab 01:39

Jani, I am thrilled to be here. This is a timely and timeless topic here. You know, today it’s not only people that are listening to these podcasts, but the AI that refers them. So it’s a powerful tool that anyone can use.

Yonatan Schmidt 01:56

Yeah. Before I dig into my questions, let’s dig into what you just said. So when you say the AI tools that are listening to these podcasts, you mean you know Google’s Gemini and ChatGPT and Gen Spark and all these tools are crawling the interwebs to essentially find authority companies who are authorities in their respective industries?

Tom Schwab 02:19

It’s that’s true. They’re really looking for human content, right? Human content is the fuel for AI. And so they’re looking for that wherever they can. And, you know, I’ve heard a, a estimate that 90% of the written content on the internet is AI generated.

And the problem is, is that AI trains on AI. It’s like making a copy of a copy of a copy and it becomes a downward spiral. And so they are looking for human content, and they believe, rightly so, that the kind of conversation we’re having now is human content. So they’re indexing it. And that’s why you’re seeing people that do podcast interviews that do podcasts are showing up so much higher in the AI recommendations. 

 And, you know, May of 2025, AI became our best referral source at Interview Valet. And there’s studies now that have come out from Cornell that say that says that traffic from AI converts nine times better than SEO. And we’ve definitely seen that.

Yonatan Schmidt 03:29

Yeah. That’s fascinating. So is it enough to just put your podcast episodes on YouTube and, you know, just let it sit there or what? What would you recommend?

Tom Schwab 03:39

I don’t think it’s the old SEO tools anymore. I was talking to somebody just recently and they’re like, oh yeah, our SEO company said, we have to transcribe all of the podcasts and put them up on our website. And I’m like.

Yonatan Schmidt 03:56

In HTML format. So that basically Google is crawling and seeing it, or.

Tom Schwab 04:01

That’s what they were saying. But I’m like, okay, well, if you want to do that with your SEO company, that’s fine. But guess what? They’re already transcribed when you put them up on YouTube. There was a Disabilities American with Disabilities Act that said you had to transcribe them.

So your site probably doesn’t have the authority that they’re pulling from there. They’re already pulling from iTunes and YouTube. So they’re crawling all the video, all the audio, just looking for the new content.

Yonatan Schmidt 04:31

Yeah. So for business owners who are, you know, marketing is, you know, probably one of the most important functions that they do. Right? Because that’s, you know, where your leads will come in through your top of funnel. So putting it on on YouTube may not just be enough.

Is would would you say, you know, taking it a step further and linking those podcasts on your website through YouTube as through a widget or something like that. Because how do you gain, ultimately authority on your website? If your podcast is on YouTube and on iTunes and on Spotify and all these mediums, but not necessarily on your website, which is where you want to drive the traffic to.

Tom Schwab 05:14

Yeah, the world is changing on there. And I heard Dharmesh Shah, who’s the co-founder of HubSpot, and he runs a company called agent AI, and he got up there and said, you know that in the future there’ll be 100 or 200 websites. And everybody was like, you’re kidding me. And he thinks there’s more and more consolidation going there. So, you know, are people reading my blogs on my website or do they read them on Substack?

Do they see my my newest comment on my website, or do they see it on LinkedIn at the end of the day? I don’t care where you see me as long as you see me, right? So from that standpoint, I think that we can create in the way that’s easiest for us and then repurpose in the way that’s easiest for clients, right? And be everywhere they’re looking. So the idea of we could take this interview and take out the shorts and the reels and people will watch those on different platforms. 

 They’ll still see us, right? You could take and make blogs out of it. You could take quote images. Right? Great example is they say that Joe Rogan gets heard by 100 million people. 

 Think about that. There is not one third of the US adults that listens to his three hour podcast. And if you look at the data, he gets 2 million downloads per episode, right? Number one podcast, the other 98 million are listening to a 62nd clip or a 92nd clip and saying, oh yeah, I listened to the interview with Elon Musk. And from that standpoint, as long as they get the, the the keynotes or the key points there. 

 As long as they brought back to you, to find you, to engage with you, that’s what really counts.

Yonatan Schmidt 07:05

Yeah, it’s that soundbite I guess is really what counts. So I mean, it’s important, I guess you’re saying to cut up your cut up your podcasts and, you know, share it and I guess sprinkle it across all sorts of other mediums.

Tom Schwab 07:20

Yeah. And I think it’s like other, other marketing. Right. What do they say you have to have how many touch points before somebody engages with you.

So maybe or yeah. Whatever it is. And maybe it’s that that first touch point is seeing a real and going, wow, that’s a really interesting idea. And then they see it again and they go, check out your LinkedIn profile or go to the your, your website, whatever that is. And it’s like, how can you make it easy for them? Right.

The idea that my ideal customer is going to, you know, subscribe to my Substack and read every one from beginning to end. Heck, I don’t think my wife even does that, so I gotta make it easy for everybody.

Yonatan Schmidt 08:06

Yeah. Awesome. Well, thanks for that. Let’s dive a little bit into some of the questions that I’ve prepared. You’ve coined the term podcast interview marketing.

What exactly does that mean and how is it different from traditional podcast, you know, PR or just guest booking?

Tom Schwab 08:22

Yeah. I cringe when I hear podcast guesting. Right? Because most of the time people are just podcast guessing, right? They’re just going on random shows.

And I’m an engineer by degree, so I believe everything has to have a strategy and a plan behind it. And too many people, PR agencies and podcast bookers out there are just saying, well, you know, if you go on enough random podcasts and just talk about random things, good things will happen. All right, well, if you believe that, then why don’t you just go to Times Square and just talk to random people? Because, you know, sooner or later you’re going to talk to the right person, and, well, you can hope that works. But hope is not a strategy. 

 So we have looked at it for the last ten years of this is a marketing channel. This is strategy. And so the podcast interview is just a small portion of that. That’s like the performance, but you still have to use the data to find the right shows. You have to prepare for the show. 

 You have to do the best practices to make it easy for someone to go from being a passive listener to an active visitor, to an engaged lead. And then, like we talked about before, just don’t do more interviews. Do more with every interview. Right? You’ll you’ll promote this interview. 

 And as a guest I should promote this also. So it’s the idea of the interview is a part of your marketing system, not the entire thing.

Yonatan Schmidt 10:00

Yeah. How would you help? How would you advise? I guess podcasters like. Like me and Matt, who, you know, host guests on the same day podcast, you know, I don’t know, we have maybe three, 400 subscribers on our YouTube channel.

Not a you know, we’re not Joe Rogan by any means, but what would you advise us to do, I guess, or anyone who wants to increase, you know, the amount of subscribers and what’s the best way to, you know, increase the, the, the percentage of engagement with our listeners?

Tom Schwab 10:35

Yeah. It’s interesting. There’s the best place to find podcast listeners is listening to podcasts. Right. The best place to find YouTube viewers is viewing YouTube.

And I remember years ago Pat Flynn pointed that out. And so the idea of if you can go other places where your ideal audience is, you can bring that audience back. And some people will do that from advertising. Right? I’m going to advertise on shows that are similar to mine. 

 Maybe I’ll guest on their show, right? Maybe I’ll invite them to be on my show because then they’re going to promote it to their audience too. It’s this idea of if you could go into stocked ponds, right? If you were fishing, right, wouldn’t you want to go to a pond that you know is already stocked? And that’s what going into other people’s audiences are? 

 And that’s the same reason, you know, if I was if I was trying to to grow a business, am I going to start my own magazine from the very beginning or my own television station? No, probably I would just try to get featured in there or I would try buying By an advertisement on there. So it’s the idea of leverage as opposed to just brute force.

Yonatan Schmidt 11:57

Yeah. Interesting. That’s some good advice. Tell us what makes podcasts such a powerful medium for introverts and deep thinkers to build trust and grow their business? I mean, the answer may be a little obvious, but from your perspective.

Tom Schwab 12:15

You know, I if it was obvious I didn’t catch it at the beginning. It wasn’t until about a year ago one of our clients, Matthew Pollard, who wrote The Introverts Edge, brought this idea to me. And when I started to look at our clients and ask them, I found that the vast majority of our clients, and especially the great ones, self-identified as introverts. And I thought, that’s really interesting because often introverts prepare more, which is what you need to do to be a great guest. They are better on one on one conversations, which is what you do as a podcast guest.

And they are awful at small talk, but they love diving deep into their area of expertise, which is what you do on a podcast. And I really think today this idea of you’ve got to be loud and obnoxious in the carnival barker in order to grow your business. It almost works against you, right? We all have seen the obnoxious influencers out there that are maybe well known, but not well trusted, right? And there’s a lot of them that are getting now investigated or indicted by the federal government. 

 Right.

Yonatan Schmidt 13:36

And so the French or the French, you know, what is it, president.

Tom Schwab 13:42

Yeah. And it’s like these people that are celebrities people don’t trust anymore. So I think it’s really more those deep thinkers, the introverts, the the humble heroes. I think they’re the ones that really, really excel on podcast interviews.

Yonatan Schmidt 14:00

Yeah. So let’s dive a little bit deeper. Like you say, can you break down why traffic from podcast interviews converts 25 times better than a blog post or traditional content marketing?

Tom Schwab 14:12

Oh yeah. When I saw the data on that originally, I was like, wow, how can it be? You know, how can it be four times better? And if you think about it, if I’m just scrolling through Facebook and I see something, okay, I click it, I, I’m not really thinking that much about it. So if I listen to someone, if I listen to you for 30 or 45 minutes, I’ve either turned you up or turned you off. Right.

So if I come back to your website, if I click on something after hearing from a podcast, you would expect it to convert so much better, right? And there’s that. There was that study out of Cornell even that said traffic from AI converts better than SEO. So if I’m just doing a quick Google search, maybe I click on the top one, right? If I’m doing an AI search, they said that the first prompt was 29 words on average. 

 So forget keywords anymore, right? They’re having this whole discussion and that the user talked with the AI an average of nine minutes before they came to your website. Right. So it’s this idea of they they were asking the questions and they either heard the right thing and continued, or they stopped because they heard the wrong thing and fine, they went another direction. At the end of the day, we don’t want just more cold traffic or or leads. 

 We’re optimizing for profits. And how do you get profits from ideal clients that value what you do? So I think that’s really where we’re seeing that from things like AI through conversations, on podcast interviews. You’re not only seeing the traffic converting better, but we’re seeing sales close faster and also for a higher initial amount, which is what we’re all trying to get.

Yonatan Schmidt 16:14

Yeah. Interesting. Tell us a little bit about, you know, what are some of the biggest mistakes that people make when they appear on a podcast as a guest and, you know, how can they avoid them?

Tom Schwab 16:26

A few, I would say there’s three major ones. The first one is that more is better. This is just a numbers game, right? Just just go out there and and do more. And I reject that.

I think you should be very targeted. You should do more with your interview. So that’s the first one. The second one is do different interviews, do different topics, talk about different things. And I’ve seen so many people that will come to me and say, I did 50 podcast interviews last year. 

 And if you listen to them, they did one interview, 50 different places. And it sounds it sounds silly, but if I came to you and said I posted a weekly blog every Monday last year, and you look back and it was the same blog every Monday, you’d be like, you don’t get credit for. For the last 51 weeks. So that’s the second one. Do different topics, do different focuses there? 

 Because that way when people hear your different interviews, they’re going to be looking forward to the next one. Not just thinking, oh, I’ve heard this before. And the same way with the AI. It’s going to be indexing new things. You can repurpose it. 

 So that’s number two. And then number three is at the end of the podcast interview. They’re going to say something like, so Yoni, how do people find out about you? You know what? What’s what’s the next step? 

 I think sometimes people forget the medium and they’ll say, you can email me here. You can call me here, I’m here on YouTube, I’m here on Instagram. And they start just confusing people. And they forget the medium that most of the listeners are driving. They’re multitasking. 

 They’re hearing you sped up so they they get to the end and it’s your great way to close, and you end up just losing them and confusing them. So I always say at the end, make it easy. Just send them to one place and then tell them what they can find there, right? Give them an easy thing to come back to, something that takes a little bit more time. And you know, if they hear Yoni and you’re the answer to prayer, don’t slow them down in a funnel. 

 Let them talk to the wizard.

Yonatan Schmidt 18:58

Yeah. So you’re saying it falls flat with call to action at the end?

Tom Schwab 19:02

Yeah. Just make sure it’s it doesn’t confuse them. Just send them to one place and some people will get to the very end and they’ll say, you know. So, Yoni, how do you know, any final thoughts for the for the audience. And they’ll just start with end with no, that was good. Thanks for the conversation.

And it’s like you can only help people so much, right? And if they want to take that next step, make it easy for them. It’s like, how bad do you have to hate somebody not to tell them what the next step is? Or sometimes I’ll hear people say, well, podcast interviews don’t work, and you start listening to the interview and it’s like, well, why did you think that was a good audience?

Yonatan Schmidt 19:46

Right.

Tom Schwab 19:47

Well, if you were if you were fishing for sharks, you shouldn’t be in freshwater, right? If you’re fishing for fish, don’t go in a swimming pool. Right. So it’s like there you didn’t even have the right audience. Or at the end you went fishing, but you didn’t put any hook out there, right?

There was no next step for it. So you had a nice conversation on the podcast, but why did you expect to catch any clients from there?

Yonatan Schmidt 20:14

Yeah, that ties a little bit into ROI, which I’d like to talk about. You know, how long would it typically take to see tangible results from podcast? Let’s not call it guesting as you hate, but, you know, podcast hosting or producing. And what are the kind of the results that, you know, people should realistically expect?

Tom Schwab 20:37

Yeah. This is a marathon, not a sprint, right. So if you need results in 24 hours, Throw money at Facebook ads or Google because you’re going to throw the money in there. They’ll show you what the results are, and then the next day you’ve got nothing. Content is a long form play, right? And especially with interviews.

Most podcasts are booked out always right. The mean time between when you reach out and they invite you, and then it gets scheduled, and then it gets recorded, and then it gets edited and it goes live. Currently, that’s 83 days. So you may feel that this was a good conversation, but you’re not going to see the results until it goes live, typically in about 83 days.

Yonatan Schmidt 21:26

Right.

Tom Schwab 21:27

But you’re going to start seeing these results. And some people just want better leads that close faster for a higher initial amount. Okay. That makes the cash register sink. But there’s so much other that you can get from it, right?

You can get the social media following. Right. Pulling more people into your orbit. We’ve got people that launch books with it. They launch shows or podcasts with it. 

 You’ve got the thought leadership, the brand differentiation. Heck, even keynote speaking can come out of this, right? Somebody somebody hears you on a an interview and they’re like, that’s really interesting. You know, we’ve got a conference. Could you speak at the conference? 

 We see that. And then there’s also the search engine optimization impact, because every time you’re on a podcast, they’re giving you an earned backlink. And that’s always valuable. And then that whole thing with AI where the AI is listening to it and they’re repurposing it. So there’s so many different ways that you can get value out of it. 

 And the value builds upon itself, right? Every interview builds on the next one. I don’t know if the traffic is evergreen, but it’s probably like a can of soup, right? Good for 3 to 5 years. I had a client that heard me on a podcast interview with Jamie Masters. 

 Jamie’s got Eventual Millionaire. She’s like one of the OGs in in podcasting. I did the interview in 2018, and this person reached out in 2024, and we get on a call, and one of the first questions she asks me is, oh, when did you grow the beard? I grew the beard the end of 2019. He didn’t recognize me, but all he had done is he’d seen my video with with her and she. 

 He thought I’d be timeless and never age. But I just left it as. Oh, just recently. Right. But to to him, the content that we were talking about in 2018 impacted his buying decision in 2024. 

24. I can’t say that I did a Facebook post in 2018 that had any impact. Yeah. Five years later.

Yonatan Schmidt 23:53

Yeah. Interesting. Well, you’ve worked with, you know, lots of clients, over 1500 clients now. Tell us a little bit about, you know, the type of industries or professionals that you see benefiting the most from podcast interview marketing. And is property management or real estate, you know, one of those industries?

Tom Schwab 24:13

I think so from the standpoint of what works best is when it’s a relationship sale, not just a transaction. And let me explain this right. If it’s a product, you can you can compare products, right? You can you can sell a product. If I’m buying a computer, I can look at the spec sheet of one or the spec sheet of another.

Right. If I’m looking for somebody to do property management for me, right. That I’m betting on the jockey. right? It’s like, I’ve got to trust you. 

 I’ve got to talk with other people. I’ve got to know what your heart is there. So that really works well. It works great for services and also for real estate, right. Both for we’ve worked with a lot of times where people are investors, they’re syndicators. 

 They’re in the profession. Right. Getting a mortgage. Right. Yeah. 

 It’s a it is a you could say commodity product a mortgage is a mortgage. But I tell you what, the person that you work with is going to make a huge, huge difference there. Right? They’re going to make it easy as anything or they’re going to make it a nightmare. And so many of those things there, you’ve got to trust the person. 

 So it works well for that. It also works well the bigger geographical range you have. So if I’ve got a business here in Kalamazoo, Michigan, and you’ve got to be within five miles of of my location to be a customer. All right. It it it would work, but it’s not efficient. 

 Right. So the entire US is listening to the podcast, but only a small segment is going to be clients. But if you’ve got something that’s bigger, like we’ve had a client that we’ve worked with, great idea. We do a lot with category design, right? Different ideas. 

 And he’s talking about co-living. And Grant Shipman is the co-living guy.

Yonatan Schmidt 26:21

And I’ve interviewed him on this podcast because of Interview Valet. So thank you. Sorry.

Tom Schwab 26:25

He he changed the way I looked at the world. Right. This idea that maybe we’re not all supposed to live by ourselves. Maybe we can take this this house, this big house, have a lot of people living in it that that are there because of the other people too, and that it cash flows a whole lot better than trying to sell it to one family. And that idea of going out there was so powerful, because anybody that heard his idea could say, oh, I could do that, or at least it makes sense.

And then you look at it and go, well, how do you do that? That’s where you go back to Grant, and he can show you exactly how to do that.

Yonatan Schmidt 27:07

Yeah, I call it the the professional model for house hacking when you don’t live there.

Tom Schwab 27:14

And so many of things with, I call it category design. It’s based off of a book called Play Bigger. Once you have somebody show you that show you the future, it’s hard to ever, ever look at it the other way. Right? And of like, why would I want to rent a crappy little studio apartment when I could have a be part of a great house with, you know, four other people that I really get along with and it’s got a pool in the back and everything.

That sounds like a whole lot more fun. And just because you have never been exposed to it. So I think I people with big ideas, a different point of view. People that can talk about what the the problem is, right? Here’s the problem the world is facing. 

 Here’s the solution I see if you agree with me, come along. Right. People should turn you up or turn you off.

Yonatan Schmidt 28:12

Nice. Love that. Well, we talked a little bit about advice that you would give guests who come on the podcast. But on the other end of it is, you know, a founder, a business owner who’s hosting this podcast, right. What advice do you have for these founders or business owners who you know are nervous about stepping behind the mic for the very first time?

Tom Schwab 28:34

Yeah. And people will ask me, should you be a guest or a host and I depends your depends your goals with that right. Should I be an Uber driver or Uber passenger. I don’t know it depends your goals right. So I think being a host is a great way to build the relationships, to nurture your current leads and your current clients.

Being a guest is a great way to go out there and get new exposure, get new leads. And one of our clients, I, I learned so much from our clients. She got on a number of podcasts before she started her own podcast, and she said she couldn’t imagine doing it any other way. And the example that she used was, you know, she had been in bridal parties before she planned her own wedding. Right. 

 And she says it’s different to see a wedding when you’re just sitting out in the seats, as opposed to if you’re in a bridal party. And she’s like, if I all I had ever done is listen to a podcast, I don’t think I could have been an effective podcast host, and we even work with some production agencies. We call it phase zero. If you’re getting ready to launch a podcast or a show, right? It takes a while to spin that up. 

 So while we’re doing that, we go out in what’s called phase zero, go out on other people’s show, sort of see how they do it, practice on their audience as opposed to your own. And then talk about your show. Right. The best place to find, you know, I guess we said podcast listeners is listening to podcasts, so talk about it. And then they say, you know, so, Yoni, how can people find out about you? 

 You can say, oh, just come back to come back to here and we can talk about, you know, the same day show and you can subscribe to that. So it’s a great, a great way that both of them can work together.

Yonatan Schmidt 30:33

Yeah. That’s great, great advice. I, I wanted to ask you were you were you started answering this question by mentioning phase zero. But where should someone start if they want to build a strategy around being a podcast host? And you know, how could they work with Interview Valet if they want a I guess done for you approach?

Tom Schwab 30:56

Yeah, I always say start with the end in mind and I take care of all of the discovery calls. You know, if you come to Interview Valet and want to be a client, it’s an interview process. You’re interviewing me, I’m interviewing you. And I’ll tell you what, the first question I will always ask you is that nobody wants to do a podcast interview, right? That’s it.

It’s a hobby, right? What you want is the results that come from being that. Right. So what are the results you’re shooting for? Right? 

 When you start a show, when you start guesting, when you start doing anything, what’s the goal for it? What does success look like. Because the ugly fact in podcasting is that 80% of shows die within the first ten episodes, because people don’t have the. Why am I doing it? So I think the first thing is to start with the end in mind. 

 Why are you doing it? Next one is who do you want to talk to? Right? The whole world doesn’t want to hear you. The next thing would be, what do you want them to do with? 

 With the information after they hear you? What’s that next step? How can we use this in the. In the form of the marketing? And then I always say the next one is why now? 

 Right. There’s a lot of things you could do. Why is this the next step in your success. And we go through all of that. And I think it’s important to think through all of that. 

 I think I believe I won’t say I think I believe that too much in marketing today. Everybody is just trying to sell their crap. Right? You need this app. You need this course. 

 You need this. No. Yeah. Don’t tell people what you should do, right. Just ask them what they’re trying to do. 

 And is this the next step? Often we do the right things, but we don’t do them in the right order and then wonder why we don’t get the results with it. So I’m always looking at that and saying, if you’re if your limitation is that people just don’t know about you, they don’t trust you, right? Well, how are you going to make that happen? Right. 

 Probably not going to build a lot of trust sending cold emails, right. You’re not going to build a lot of trust or a lot of authority doing TikTok dances. Right. So how can you be in the rooms where people are listening? How can you build that authority? 

 How can you build the relationships with people that already have your ideal clients? So that’s what we talk about.

Yonatan Schmidt 33:29

Nice. You mentioned earlier pulling people into your orbit. So I guess one of my final questions would be who do you think I should interview next?

Tom Schwab 33:41

Oh, that is a great question. Right. And we’ll talk about that afterwards. Also, I would say I’ve got an opinion, right. Yeah.

And you’ve got an opinion. And one of the things I’ve learned is that we all have opinions on our business. We hire consultants. Right. Everybody’s got an opinion. 

 But the true answers come from our clients, right? Our listeners, they will tell us what they love and what they loathe. Right. And and we got to be smart enough to give them more of what they like and less of what they don’t like. So if, if when this comes out, you look at the analytics and said, man, that was like one of the worst interviews I ever had with Tom Schwab of Interview Valet. 

 Right. Well, is that right or wrong? It’s the truth, right? If that’s what the data says. So then say, well, why do I think that is? 

 And you can start to go through and see what the audience likes and what they loathe. And I think this is something that’s even very interesting with the use of AI right now, that sometimes we have our bias in there of what we personally liked or didn’t like. I think you could go in and take the transcripts of all your different interviews, and then tell AI what kind of engagement it got from each one and say, what does my audience like? What topics do they like? What kind of people do they like? 

 And that is a is a great way to use it, where we can use the real feedback from people.

Yonatan Schmidt 35:21

Yeah. Love that. Tom, if anyone wants to reach out to you, Interview Valet. Where should they go?

Tom Schwab 35:29

You can just go back to interviewvalet.com/tsd for the same day, right? Easy to remember. You go back there, I’ll put all of my social media. There’s a assessment, right. Ten questions.

Will podcast interview marketing work for you? I put a copy of my book back there. You can buy it on Amazon. I’ll send you a free copy. And then if you’d like to talk with me, I’ll put my calendar there. 

 So all of that is back at interviewvalet.com/tsd.

Yonatan Schmidt 36:10

Great. We’ll put that below so people can have easy access to it. Tom Schwab of Interview Valet, thank you so much for your time today and joining us on the podcast.

Tom Schwab 36:21

Thank you Yoni.

Outro 36:26

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