Your Biggest Problem Is Obscurity: Grow Through Podcast Guesting | Tom Schwab

Send us Fan MailMany excellent businesses do not have a product problem.They have an obscurity problem.Their ideal customers would benefit from what they offer, but those customers do not know the business exists.In this episode, Peter Boolkah speaks with Tom Schwab, founder and CEO of Interview Valet, about using podcast interviews to build authority, develop trust and reach the right audiences.Tom explains the different roles of podcast hosting and guesting. Hosting can nurture an audience you already have, while appearing on other people’s podcasts can introduce you to new prospective customers.The objective is not to appear everywhere. It is to contribute valuable conversations to carefully selected podcasts that already reach the people you can help.You’ll discover:Why obscurity may be a greater problem than conversionThe difference between hosting a podcast and appearing as a guestHow long-form conversations develop trustWhy RSS distribution offers more portability than relying on one platformHow to earn your way onto a podcast by contributing before askingWhy automated cold pitches damage your reputationThe four factors Tom uses to evaluate a podcastWhy audience alignment matters more than being on the largest showHow show notes, backlinks and promotion increase the value of an appearanceWhy brand affinity should influence the podcasts you chooseHow founders can become more confident podcast guestsWhy business owners already possess valuable expertiseHow the founder’s story can strengthen trust in the companyWhy podcast interviews should become reusable business assetsThe aim is not to collect as many podcast appearances as possible.It is to have the right conversations, with the right audiences, and turn those conversations into lasting authority for the business.This episode was recorded in early 2022. Podcast statistics and references to COVID-19, Ukraine and the platforms available at that time reflect the original recording period.CONNECT WITH TOM SCHWABInterview Valet: https://interviewvalet.comWebsite: https://iamtomschwab.comLinkedIn: https://www.linkedin.com/in/iamtomschwabCONNECT WITH PETER BOOLKAHWebsite: https://www.boolkah.comLinkedIn: https://www.linkedin.com/in/boolkahInstagram: https://www.instagram.com/pboolkah/Facebook: https://www.facebook.com/BoolkahX: https://twitter.com/boolkahABOUT PETER BOOLKAHPeter Boolkah is a business coach, author and speaker who has spent more than 20 years helping business owners build stronger, more valuable businesses that do not depend on them for everything.He is the creator of The Hamster Wheel Trap® and author of Your Business Sucks: Build a Business That Works Without Destroying Your Life.Peter works with founders and leadership teams on the issues that ultimately determine whether a business creates freedom or becomes another job: leadership, founder dependency, people, profit, execution, scaling, exit readiness and enterprise value.His approach is direct, practical and built around one simple question:Do you own the business, or does the business own you?Learn more at https://www.boolkah.com