Speaking on podcasts is one of the best ways to increase your influence, show your expertise and raise your visibility. But finding the right podcasts — the ones that will show you in the best light — can be a time-consuming project. Elizabeth Bachman interviews speaker agent Anastasia Lipske about how to find the best opportunities, how to be a sought-after guest, and how to use podcast guesting as a branding strategy. Anastasia is the founder of Access Speakers, a full-service speaker and podcast booking agency. In this episode, she shares the unique aspect of her business in speaker branding to generate influence and awareness. If you want to take your career or business to the next level, this is the perfect time to do so via podcasts.
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Raise Your Visibility By Podcast Guesting With Anastasia Lipske
Before I get to our guests, I would like to invite you to see where your presentation skills are strong and where perhaps you might need some help by taking our free four-minute assessment at www.SpeakForResultsQuiz.com. That’s where you can see where you are showing up as somebody strong, articulate, and to be followed, and where perhaps a little bit of support could get you the results you need and the recognition that you deserve. My guest is Anastasia Violet Lipske, a speaker agent and a speaker herself.
I have known Anastasia for several years, and she has her own special niche. She’s working on helping people get on podcasts. This is good even if you have a corporate job. If you are trying to raise your visibility within the company, being on a podcast, and gives you the opportunity to talk about your ideas and the things that you feel strongly about. You get to define yourself. Once it’s recorded, it’s there forever, so you can share it with the people who are perhaps not paying attention to you or taking you for granted.
She had lots of ideas for us. Her official bio is that Anastasia Violet Lipske knows what it takes to book speakers. As the Founder of Access Speakers, a full-service speaker, and a podcast booking agency, she has booked 50 over 1,500 engagements for her clients. She speaks the language of speaker chairs, event planners, and podcast hosts who seek great speakers and podcast guests for their meetings and their shows.
Additionally, her unique expertise allows her to help business professionals and experts to better brand themselves as professional speakers and podcast guests so they can get booked. She is the co-author of the book, Business Success with Ease, where she emphasizes how speaker branding generates influence awareness and business.
Her readers learn the strategies of public speaking and podcast guesting as effective marketing tools. She motivates audiences with her energetic personality and passion for the speaking industry. She inspires business experts to use one of the most powerful tools in existence, the voice. I know you’ll enjoy what we have to say. Here is on Anastasia Lipske.
Anastasia Lipske, my friend. I am so happy to have you on the show finally. Welcome.
Thank you. This has worked out perfectly.
You and I can talk shop for a long time but before we dive in, I want to ask you who would be your dream interview. If you could interview someone who’s no longer with us, who would it be? What would you ask them, and who should be listening?
I can think of a lot of people but the first person that comes to my mind is Mother Teresa. I would want to ask her how she keeps doing it because she was fighting against insurmountable odds. Everything from restrictions with the government to even people that weren’t maybe open to what she wanted to do. Lots of red tapes, which a lot of us who try to do anything in life can run into, especially when it’s a ministry that you are trying to support people.
She was the queen of giving unconditionally and never expecting anything in return. I admire that, and I think of myself as an unconditional giver. There’s also this part of me that still will have this little background noise in the back of my head like, “Where’s the reciprocity? Where’s the quid pro quo?” I’m doing this, and if I think about business, the perfect example is LinkedIn. We take that.
We see people that are sharing things, and it takes up a moment to respond, comment, answer that question on their poll, give them a like, or someone like that. It takes a moment, and yet how often do we put things out there, and we don’t get the types of responses that we are hoping for? This is going to help us with our visibility.
I give and give, and I’m always sharing and commenting on other people’s things. I get them in return but sometimes not as much as I would hope. I get this thing in the back of my mind like, “Why am I not receiving more recognition from my peers when I comment on theirs all the time?” I catch myself and remember giving doesn’t always come from the same person.
We know that, and I feel that Mother Teresa shared that. I am so blessed, and yet other people who may be in a completely different part of my sphere of influence, as we would like to refer to it, give me that attention and notice, and it makes me feel good. It’s not always going to come from the same source. I’m being completely vulnerable and honest, pretty broad authentic because I don’t have the ability to separate myself from that completely.Speaking or podcasting and having an opportunity to be interviewed and share your expertise allows you to give people a taste of who you are. Click To Tweet
Though I’m not doing it specifically to get a response when I give to people and everything I do in my life when I give away too much information, I get to look at that and think, “It doesn’t matter,” because I want to put it out there. Mother Teresa had to be in that space of, “It doesn’t matter.” Maybe she even reached out to people to help and support them, and they didn’t want it. That’s got to be hard. It’s like, “How do you keep doing it? How do you wake up every day and still keep doing it and not even look for the recognition because it’s not always coming?” She was a very humble woman, and it was beautiful.
A couple of thoughts about that. Mother Teresa was not as humble as she thought she was or as she put out there. I often wonder if she was like Joan of Arc. She heard the voices but she did this for a long time. I would always want to know what it was like for her as a young woman to move ahead. She must’ve had helpers that don’t get any credit but that would be interesting. I’m here to ask you for your expertise. This is something that I speak about a lot but you do this full-time, which is to get people speaking engagements and particularly podcasts we are talking about. Tell us why speaking is such a great tool to gain the visibility you need to be visible.
In particular, if a person what they are trying to get visibility to is who they are or what they are about. They are the service. It’s them. It’s not a widget but it’s them. When you are speaking or podcast guesting and having an opportunity to be interviewed and share your expertise, when you do that, that allows you to give people a taste of who you are.
I like to think of it as sample advertising, which is one of the most powerful and effective types of marketing that exists. Sample advertising. People get a taste of who you are and what you do. When you present, you do it with authenticity. You do it to bless the audience. When you are doing that, you are not pitching your stuff. You are sharing. There will always be a certain percentage of people that are going to resonate with you. People like to buy from people we know, like, and trust. When you are sharing from your heart, then those people are going to want more. They are going to want to follow up with you, maybe buy your workshop or do a consultation with you. Who knows? That’s where the visibility comes from.
In a corporate context, I would say buy-in. Buy-in to your ideas and recognize that you are an expert. One of the things I like about podcasting is you get to define what you are known for. You are the person who says, “I’m the person who does this and this.” It’s a way to define yourself, even if the rest of their organization or your colleagues take you for granted, or think that you are that worker bee over in the corner. You can say, “I’m a strategic thinker, and here are my thoughts about this,” because if you are a good guest, you’ve told them what you want to talk about.
The visibility. One of the reasons I love podcasts is because they always were and always will be virtual. Every time you are out there, you and your host are going to be sharing about that. Sharing before, during, and afterward, so you get a lot of visibility and that Law of Familiarity. The more often they see your name attached to that subject, there is assumed credibility that happens automatically.
In particular, if someone, maybe they are in a corporate position and are out there and speaking on this topic that they are connected to, their name is going to keep popping up. The more they do it, the more they own that space. People connect that name, that subject, and it is evergreen. It’s there forever.
The more often it happens, the higher up they come in rankings. If you are talking about parrots, if you become known as the person who talks about parrots, when someone is doing a search on parrots, you are going to come up higher because you’ve done all these things that left a digital trace. The breadcrumbs, if you will, are attached to you.
I like to be more intentional about that and make sure that the people I want to have notice me. I tell them, “I have been on this podcast.” I would like to hear your take on this. One of the things I often see, especially when a new client comes to me. I go and check out their LinkedIn. They are not looking for a job. They have got full-time jobs. Maybe they are not on LinkedIn all the time.
I see a post from months ago saying, “I spoke at the Women in Tech Conference,” but it was months ago. How could she be leveraging that? She announced that she was going to be speaking there but that’s all. There have been months of no activity on her LinkedIn feed. Granted, she’s got a big and important job and is busy but I would have said, “Yes, and you should be leveraging the hell out of that.” What do you do with your clients? You are a speaker agent, so you’ve got clients who need this visibility. If you were an agent for that person, what would you say?
Let’s first talk virtual. Let’s go digital aspect. I want to demonstrate this because this is something that I already planned to do. I would like to take this moment and do a screen print of you and me. Let’s do a screen print, so make sure you are looking at the webcam. I want to capture this while we are talking, smiling, and looking at the camera. Now I have got it.
When you and I are completed with this, I’m going to be sharing it on LinkedIn, “I had such an awesome time on the Speakers Who Get Results with Elizabeth Bachman.” Tag Elizabeth Bachman. Tag Speakers Who Get Results if you have a page. Some hosts have a page, so always look for the page. I’m going to be sharing about that. I will be tagging you. I will use appropriate hashtags.
I will tell you as a host when you and I complete this. If you have specific hashtags that you want me to use, let me know, and I would be happy to add them. I’m going to share that now to acknowledge you and what incredible hosts you are. When this is aired, I will also share it again, and then this time, it’s going to be, “Now I have the recording, this just aired, this is your chance to hear Elizabeth and I talking about X, Y, and Z.” Tag you again, hashtags share it in there. With the tagging, then you and I, both our spheres, get to see what we are both sharing.
Those are two things. The other thing is if she has any type of blog, newsletter or anything along those lines, I always recommend that people have a section like, “Here’s where I have spoken. Here’s my latest podcast or where is Anastasia speaking next?” I can talk about your upcoming talks and podcasts and/or share them afterward. There used to be a time before I got involved with the virtual, digital aspect of all of this. Everything was in-person. We didn’t have the opportunity to link to talks or to record. It was always sharing things.
Right there, that’s two posts for any one thing. If it was in person, then you want to make certain that someone gets a photograph of you speaking at that event. It doesn’t have to be a professional shot. If you are using a headshot, you want that to be professional. Everybody’s got phones these days but it’s okay to have a halfway decent shot of you speaking, and you do the same thing.
You share that image. You tag the company and that speaker chair or event planner. You thank them. The other thing I forgot to mention both with the podcast and with the speaking is always saying, “If you know of any group or organization, or a podcast host that you think I would be a good fit for, please let me know.” People don’t always automatically think of that. Some people are natural networkers. Others, you need to prompt them a little bit.Podcasting always was and always will be virtual. So you get a lot of visibility and that law of familiarity the more often they see your name attached to that subject. There is assumed credibility that happens automatically. Click To Tweet
It’s easy to forget because as soon as you are finished, the rest of your life, you say, “Thank you,” you close it, and you open up your email, and here come the next 50 emails in your inbox. This leads me to another question for you, part of it is also being known for the things you think about. What are your ideas? What is your take on something?
How could you help someone stand apart from the crowd or stand out from the crowd if they are talking about why is it important to move a business to the cloud, for instance? Why is intellectual property important? What makes somebody different so that the podcast host is going to say, “That’s somebody. I know that happens to me. I get podcast requests all the time.” Most of the time, it’s someone. I will tell you my pet peeves but let me see if you solve them first, and then I will tell you the ones that bother me.
If I understand you correctly, you are asking how can a person, in essence, differentiate themselves from other people who may be in the same space. Is that what you are asking?
You said it way better than I did. Yes.
A person needs to know that. There are a few things. They need to have real clarity on who is in their space and see what’s different about them. I can use myself as an example. I have connected with many other podcasts booking agents. There aren’t other free speaker agents. That is a unique aspect of my business but when it comes to booking people on podcasts, there are many, and many that have been around a lot longer than I have.
I have connected with these people, and they are awesome. None of us seem to feel like we are competing with each other. After each conversation that I have had with these people, I have gotten real clarity on, “What’s different about me and what’s different about my services, and how I handle my process very differently than these other people,” because I have learned a little bit more about them. They have learned about me as well, so I have that understanding.
For me, I’m able to talk about the fact that we have a very high-touch agency that we don’t take a template and send it out to multiple hosts. We handle everyone one at a time. We also allow our clients to choose which podcasts we book them on. They are not fully empowering us to book them on what we feel is the best fit but that we say, “Do you want to be on this show? We will try to get you on if you say yes.” These are things that are different, so I’m able to share that. That’s the number one thing.
The second thing that’s tied into that is doing your own due diligence when you are considering offering yourself to a host and making certain that you know that show to listen to it and be familiar with their target. If you go to Apple Podcasts, there’s always a descriptive text that tells you, “Sums up what this podcast is about.”
You can look at the last ten episodes that the host has interviewed and have three lines that give you a summary of who that person is, the guest, and what they are talking about, so you get a sense of that. You also get to see if they even have guests and when their last episode was. If they haven’t done a podcast in nine months, don’t reach out to them. If they don’t have guests, don’t offer yourself. Do your homework first and make certain that you are aligned with that person so that when you are reaching out to that host or that producer, you can say, “I feel I’m a great fit for your show because,” and be very specific.
I always tell people if you listen to any of them and you can say, “Because I resonated with Sally Jones on Episode 239 when she was talking about X, Y, and Z, I also speak on that same subject but from a different viewpoint. I feel my message will compliment or supplement what she had shared.” When you do that, that host or that producer knows that you took the time to look into that and make certain that you are aligned. This is energy. You want to be in alignment.
Sometimes I will answer someone who says, “I want to be on your podcast,” and I will say, “Did you even look at the website? You are so not what I talk about.” I get calls from agents all the time, and they will suggest someone who’s fair enough that might be a good fit. That’s not something I talk about. I said, “I don’t go near that area but thank you. Good try. Here’s who I am looking for.”
I am happy to work with an agent if they have the kind of guest I’m looking for. Talking about all of this, though, that sounds like a lot of time. Tell me why it’s worth spending the time to do your due diligence and why it’s worth having a service in an agency like yours to take some of that time away because time is the most precious commodity for most of us.
I am a firm believer in quality versus quantity. You can take some shortcuts. You can take the shotgun approach. You can come up with a template and send it out to a whole bunch of people. You are going to get lucky, in some cases, that host is going to look at you and be like, “That works,” or maybe the host. There are hosts. You want to be careful.
There are shows out there that they don’t do their due diligence. They have not taken the time to learn anything about their client. Maybe that host is not proficient at sharing and being very visible on behalf of their clients. If you are using this as a marketing strategy, you want to make sure that you are going to get the most bang for your buck.
If you are in an organization and trying to be promoted or taken seriously because they are ignoring you, then this is a marketing strategy.
You can do yourself more damage, especially because, remember, it’s evergreen. You can do damage to your reputation and your brand if you end up on a show that you are misaligned with. It doesn’t behoove you. It’s not a numbers game. You can throw this spaghetti on the wall and see what sticks, and maybe you will get lucky but is it going to be a good quality interview?Podcast hosts need to be clear on who is in their space and see what's different about them. Click To Tweet
I, myself, would rather be on less shows but have to be in the good ones and also develop a relationship with that host. You and I know each other but when I’m being interviewed by another host, I connect with them. I follow them on LinkedIn. I’m responsive to what they share on LinkedIn. I will listen to an episode and even rate and review their show. I’m doing all these things. Coming back to that golden rule idea of doing unto others.
If I was a podcast host, what would I want in the perfect guest? When you do these things, it helps you to develop a relationship with that host. That feels better when you have the interview. They like you because you are kind. It’s that simple. You are doing these things to support them, and you also get it. You understand the marketing aspect of it. It does take time. It doesn’t have to be a lot of time. You can listen to a podcast while you are brushing your teeth or driving in the car.
Speed it up. You can listen to it one and a half times or even double time. It’s a little strange at the double-time but you can do it.
It only serves you, and you will be a better guest. Like your question, I already knew because I have read enough of your episode that you have this one nugget question that you like to ask. I knew that ahead of time. I already knew I was going to talk about Mother Teresa. I could have answered that if it had been impromptu and we can’t prepare for everything but what you can prepare for, do. Why not?
There’s so much more to talk about. If you are curious about this, reach out to Anastasia and get more information. She’s very friendly and reachable. We’ve talked about dos and don’ts. We have talked about all the things you should do. What are things you should not do? What are the mistakes you see people make, either mistakes on their one-sheets or mistakes as a guest?
Let’s talk one-sheets because that’s fresh.
A one-sheet or a speaker-sheet is basically your information on one page, more or less.
It can be two pages. It depends. You don’t want to clutter it but even if it’s two pages, we still refer to it as a one-sheet. There’s a speaker on one sheet and a podcast on one sheet, and they are different. You can do a combo. Mine, honestly, is more of a combo but in a perfect world, a person would separate the two. The general things, in either one-sheets, the mistakes that I see being made, number one, they don’t have their contact information.
That sounds so simple but people leave that out because they assume they don’t need it because they are emailing it to somebody, and it’s attached to that email. What they are not thinking about is the fact that it gets separated. Perhaps that person needs to take it to a board and get approval. Who knows how it can get separated? Always have your contact information on there.
It’s extra work for the host, which annoys the host. You don’t want that either.
What’s groovy is now everything is digital. Back in the day, as you have been in the speaking world forever, we used to print them. You wanted to use every one of them before you had to print them again, so people didn’t update them very often, and they could get outdated. Now, everything is digital and you can make active links in everything. That’s very helpful. You can embellish things more. You can link to all kinds of things. The other big mistake that people make is that they forget that the idea of the one-sheet is to get you booked to speak or on a podcast.
Many people think that it’s to promote their business or what they do. They all have testimonials about what they do, not how they speak, not testimonials about them as a podcast guest. The idea is that you want to get booked. When you speak or you are a guest in the podcast, that’s when you have the opportunity to shine and share your expertise and credibility. That’s the second biggest mistake.
I could go on forever but let me talk about a separation between the two. A lot of people get confused about the difference between a podcast one-sheet and a speaker one-sheet. The primary difference is that in a speaker one-sheet, you are promoting who you are as a speaker and your topics, what you speak on.
You will generally have maybe one signature talk that you are going to highlight a little bit more where you have a compelling title. You have a quick paragraph on the pain points of the audience and how your talk is going to help that, and then you have some key takeaways. You can have like, “Anastasia also speaks on.” That’s one way of doing it but you are highlighting your signature talk or signature talks.
Everything geared to how you are as a speaker is your testimonial, speaking and not podcast guesting, where you have spoken before. These are places you’ve done presentations. That’s the speaker one. The podcast one is the opposite. Your testimonials are about you as a guest. You can have sample interview questions. You can have a general thing about what you talk about, your credibility and expertise but you are not necessarily going to have a talk description because you are not doing a presentation. You are having a discussion or a dialogue.If you are guesting in a podcast, you can go impromptu but also have to prepare. You don’t have to prepare for everything, but you must be mentally prepared for some questions. Click To Tweet
It’s more about the types of things that you are going to talk about, these testimonials, and what podcasts you have been on before to give them a sense that you’ve done this a lot. You can link to the recordings behind it. Now you are not going to have an ugly URL but people can still click on the name of that podcast and then be able to hear you.
One of the things that I have started doing. I have a podcast guesting sheet, and because it’s digital, it’s a word document, so it’s easy to copy and paste. I also include things like the origin story, where I grew up, and so forth. That’s the thing that it’s asked in an interview. It’s not asked in the speech. I will talk about growing up, where I grew up, and being 1 of 3 girls.
People ask that all the time, and then I will say various things. I will also include a link to a page on my website which has headshots and shots of me speaking. You want to have a link to good pictures of you speaking or standing in front of a brand name where you’ve spoken or at a conference. I could talk to you forever but I want to keep this manageable. Tell us quickly how we find you.
The easiest thing is to go to AccessSpeakers.biz. My company. AccessSpeakers.biz/thankyou. That will take you to a page that if you would like to get my eBook on using speaking to grow your business, you can sign up for that. It gives other information about my free monthly Q&A, which is the Speaker Agent Access to pick the brain of a speaker’s agent. All of that is there.
I’m also going to suggest to all your readers, if they are using podcast guesting or speaking as a marketing tool, have a page that you can direct people to that has everything on it. If people want to check out what I have done and go to AccessSpeakers.biz/thankyou, you will see an example of what I have done. I have a video and links, and they can get my eBook, all on that one page. Easy peasy. Easier for the host too, because you only need to drop one thing. Make it easy for everyone.
I will say, as someone who is both a speaker and a regular podcast guest and a podcast host, get help. The other thing about getting help and having people who are out there hustling on your behalf is that it keeps you in motion. If you are waiting for when you have time to do that research, it will never happen. Suddenly, months have gone by, and you haven’t been on any guests, you haven’t been like that person whose LinkedIn profile I looked at and said, “She hasn’t posted in months.”
That tells me something. I try not to make value judgments about it, but now that we have signed the contract, we are going to change and upgrade that because LinkedIn is where people go. They go to find that out, and you are going to want to know that. Anastasia Lipske, I am so happy to have had you. I hope everybody calls you up and says, “How do I do this? How do I do more?” If you are interested in the content of what you want to say, talk to me. If you are interested in how you get booked, talk to Anastasia. She is the best. Thank you so much for having been on the show.
This has been so fun. I so appreciate it.
Let me remind you that if you are curious about how your speaking skills and presentation skills are strong, you can take our free four-minute quiz at SpeakForResultsQuiz.com. That’s where you can see where you are showing up as strong and powerful and where perhaps a little bit of support could get you the results you need and the recognition you deserve. This is Speakers Who Get Results. I will see you in the next episode.
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About Anastasia Lipske
Anastasia Violet Lipske knows what it takes to book speakers. As the founder of Access Speakers, a full-service speaker, and podcast booking agency, she has booked 1,500+ engagements for her clients.
Anastasia speaks the language of speaker chairs, event planners, and podcast hosts who seek great speakers and podcast guests for their meetings and shows. Additionally, her unique expertise allows her to help experts better brand themselves as professional speakers and podcast guests so they can get booked!
As a co-author of the book, Business Success with Ease, Anastasia emphasizes how to use speaker branding to generate influence, awareness, and clients! Her readers learn strategies of public speaking and podcast guesting as effective marketing tools.
Anastasia motivates audiences with her energetic personality and passion for the speaking industry. She inspires professionals to use one of the most powerful tools in existence…the voice!