How to pitch yourself to a podcast

Upsource has not-so-quietly been running a podcast for the last three years – we have even won an award for our work! It’s been a huge learning experience for everyone involved. And it’s a great way to market your business. From a show runner perspective, we’re sharing some tips on how to make yourself stand out when you’re pitching yourself and your business to guest on a podcast.

Sell your story – not just your CV

Your accomplishments are amazing. You’ve launched a business while raising children, and honestly? That alone deserves a standing ovation.

But when you’re pitching yourself to a podcast, what makes your pitch shine is the journey, not just the end result.

Did you start your business on maternity leave after a tough redundancy?
Did you create your own path after finding the “return to work” route didn’t work for you?
Did you pivot three times before you found something that stuck?

Your story is your currency. That’s what listeners want to hear, and what makes podcast hosts lean in.

Know your angle

I love it when I get pitches with a point of view and names the topics that they want to talk about. 

When someone says, “I’d love to come on and talk about being a mum and running a business,” I’m not hooked yet, I get dozens of those.

But when someone says, “I’d love to talk about how I built a product business during my toddler’s nap times and shipped my first 500 orders from my hallway.”

I’m paying attention!

Even better, “I heard your recent episode with an accountant. I’m also an accountant, but I take a completely different approach with clients who are mums running micro-businesses. I think it’d make an interesting contrast.”

That’s a great pitch. It names the angle. It shows they’ve listened to the show. And it positions them not just as another guest, but as someone with a point of view.

You don’t need to be “six-figures” to be interesting

You don’t have to have ‘made it’ to have a story worth sharing.

Yes, big names are a draw. But what listeners love is the story, the messy bits. They want to hear from mums and business owners that they can relate to. What matters is that you’re self-aware, generous with your insights, and able to reflect on your experience so far.

Be kind

Most independent podcasters aren’t paid, they’re making a loss or just about covering costs. It’s a passion project.

 We’d love to feature everyone that asks, but we need a range of guests, backgrounds and perspectives to reflect the listeners and keep things interesting. If it’s a no, or you don’t get a response straight away, be kind. Be as understanding and graceful as you can: it isn’t personal, even though it might feel personal. Believe me, I have had a million rejections in the early days of pitching myself as a guest, and from potential guests, sometimes it’s just not the right fit, and that’s OK.

Bonus tips for pitching to podcasts

Mention an episode or recent theme that resonated with you. Show that you actually listen to the show!

Name 2-3 topics that you’re able to speak to. Make it easy for the host to understand you and you’re POV

Include a quick bio and links to your website/socials. Bonus points for headshots/media kits if you have one

If you’re thinking about starting a podcast, or need some help with editing, content production or strategy, Upsource’s award-winning podcast team are here to help! Get in touch.