Howdy Modern Authors

In January, I released four new episodes of my Book Is The Hook podcast.

I hadn’t relaunched it with fanfare.
I didn’t run ads.
I didn’t expect magic.

A few weeks later, I opened the dashboard.

169 downloads.

Is that good? Bad? Somewhere in between?

Honestly, I don’t think that’s the right question.

Because the real lesson wasn’t in the number.

It was in how wrong most people’s expectations are when it comes to podcasts, and how that misunderstanding causes otherwise smart authors to quit too early.

Most people assume you start a podcast, publish a few episodes, and something clicks. Growth. Attention. Opportunity.

But podcasts don’t work like social platforms.

They’re not marketing channels.

They’re relationship machines.

And if you’re an author wondering whether you should start a podcast, or how to use one without wasting a year, this is the framework I wish I had followed from the beginning.

And once you understand what job a podcast is actually supposed to do, everything about how, and when, you use one changes.

If you've ever thought, "maybe I should launch a podcast," then this article is for you!

Why This Idea Is So Tempting

A podcast feels like progress.

You’re publishing.
You’re visible.
You’re “building an audience.”

And it looks like a relatively low lift... use a mic, get a guest or a friend to chat, press record, upload, and voila, you're a podcaster.

From the outside, this looks like momentum, even when nothing concrete is changing underneath. That’s why so many authors start here.

The reframe is this: movement is not leverage. Activity feels productive, but without a clear role, it’s just motion.

Maybe if I had a more famous guest or built a fancy studio for the show... then it would skyrocket?

Production quality, consistency, promotion... none of these were the issue.

The real problem was expectation. I assumed that starting a podcast would automatically create downstream outcomes. It doesn’t.

What Podcasts Actually Are

Most people treat podcasts like marketing channels. They aren’t.

Podcasts are relationship machines.
Their value isn’t downloads or reach.
It’s access.

A podcast gives you a legitimate reason to have repeated, high-trust conversations with people you otherwise wouldn’t talk to. That’s the asset.

What I usually tell aspiring podcasters is they should do their own podcast once they've been a podcast guest at least a dozen or more podcasts.

Why?

You'll realize what a podcast actually is:

A way to go deeper with the audience you already have.

The 5 Rungs of the Podcast Ladder

As you'll read, I'm a fan of my own podcast, Book As The Hook. It's been fun, and has been a net-positive. Its clearly not big enough to make money from ads or sponsors, but it's led to business opportunities I wouldn't have gotten otherwise.

I spend usually about 2-3 hours on each episode -- 30 minutes preparing, one hour for the interview, and then usually about double that on preparation and promotion.

You can check it out if you'd like to see my approach:

• ​Apply Podcasts​
• ​YouTube

What I've learned is that 99% of modern authors shouldn't jump right into launching a podcast.

And when I talk to successful podcast hosts, those who do it consistently and see positive returns from the work, they reveal a ladder most of us could learn from.

The secret is climbing the rungs rather than trying to leap to the top one.

Rung 1: Guesting

Guesting is the first rung because it’s the lowest-risk, highest-leverage way to get access to audiences you wouldn’t otherwise reach. It’s low-cost, quick to execute, and teaches you how to craft your message for someone else’s stage.

What it unlocks is credibility: being featured on a show positions you as a peer or authority in front of an audience that already trusts the host.

The tactical part is how you pitch: don’t lead with your bio. Lead with what the audience gets. For example, instead of “I wrote a book on burnout,” frame it as, “Here’s a 5-minute strategy to stop executives from burning out while increasing team productivity.”

That single shift makes the host say yes faster. The mini-reframe: guesting isn’t just exposure; it’s training. Each appearance teaches you how to articulate your ideas concisely, handle questions, and build relationships that could lead to future opportunities.

For you, it's a low-lift investment and you tap into the host's audience. Plus you get content you can reshare, package and post.

One well-targeted guest slot can outperform a dozen social posts.

I suggest you guest on at least a dozen podcasts before you most to rung 2.

Rung 2: Repeat Appearances

One appearance is a start. Repeat appearances are where momentum begins. Frequency beats novelty: the audience begins to recognize you, the host starts to trust you, and relationships compound.

Think of it like a handshake repeated over time... it builds credibility and comfort.

The tactical approach: aim for 2–3 repeat invitations on shows where your first appearance landed well. Each subsequent appearance should deepen the conversation: bring new stories, fresh lessons, or tangible takeaways. Example: if you’re a leadership coach, your first episode might be “3 ways to stop micromanaging,” the second could be “How to build accountability in hybrid teams.”

Repeating the message across episodes cements your expertise without feeling self-promotional. Mini-reframe: relationships, not downloads, create leverage.

Repeat appearances turn fleeting attention into a pattern of trust that scales.

And the bonus is people begin to see you as a legit podcaster (even though you don't have your own show).

Rung 3: Network Density

Once you’ve guesting and repeated appearances, focus on network density: overlapping audiences across shows create compounding effect. You’re no longer a one-off guest; you’re someone listeners recognize across platforms.

This rung unlocks a multiplier effect: audience recognition plus trust leads to invitations, referrals, and unexpected opportunities.

Tactical takeaway: map your target shows and identify clusters where audiences intersect. Pitch strategically so each appearance reinforces the others.

Example: if you help executives with burnout, guest on leadership, wellness, and HR-focused podcasts, same message, slightly adapted. Reframe: network density isn’t vanity; it’s leverage.

Overlap builds trust and authority that no single episode can deliver.

Rung 4: Hosting a Season

Hosting your own season is a bounded experiment.

It’s heavier work, but now you’re in control.

This rung isn’t about starting forever; it’s about testing your voice, format, and audience appetite. Hosting unlocks direct access to your audience while giving you the credibility of curation.

Tactical step: plan a 6–8 episode season with clear themes, guests, and outcomes. Keep it short, structured, and intentional. Example: if you wrote a book on productivity, each episode could focus on a different time-management strategy, inviting guests who bring examples and stories.

Reframe: hosting is a tool, not a lifestyle.

And if you do a single season and package it as only a season, you can walk away without any further obligations.

Done with discipline, it amplifies relationships built in prior rungs and positions you as a connector in your field.

Rung 5: Owning a Show

The final rung is owning a show long-term, but only after proving demand and POV.

This rung unlocks ultimate leverage: repeated conversations, brand-building, and audience control.

Tactical application: only commit to a recurring show once your ideas, audience, and strategy are clear.

Example: after guesting across dozens of shows and running a successful season, you can launch a weekly show where each episode drives toward your core goal, selling workshops, recruiting clients, or building thought leadership.

Mini-reframe: this isn’t ego; it’s leverage at scale.

Ownership consolidates all previous rungs into a single platform where relationships compound continuously.

The Dashboard Moment (And Why Most People Quit Too Early)

I've probably done thirty podcast guest interviews by now. I've repeated on several shows, done live recordings, done zoom recordings, and launched multiple seasons of my own podcast (it's actually had four different names since I first launched it in 2019).

In January 2026, I released four new episodes on my Book Is The Hook podcast.

Total downloads: 169.

I had some great guests on these four episodes: Simon Sinek, Seth Godin, Julia Cameron.
Production was solid with intros, outros, cross promotion on my social feeds.

If I told you that Simon's episode only had 51 downloads, you'd probably think I'd be devastated, right?

And yet for me I was actually really happy.

The downloads weren't the key here. It was the fact that of those 169, nearly 80% listened to the full thirty-minute conversations I was having. Another 279 listened to this on YouTube, with 57% listening to at least twenty-minutes of the convo.

Depth.
Thinking.
Real investment in the topics.

And that’s when I remembered the real purpose of a podcast.

The podcast isn’t a growth hack.
It’s a relationship tool.

It’s a reason to have conversations you wouldn’t otherwise earn.
It’s a reason to follow up.
It’s a reason to invite someone into your world without asking for anything first.

If your goal is “downloads,” you’ll quit fast.
If your goal is “relationship reps,” you’ll stay long enough to build something that compounds.

The 3 Podcast Mistakes Modern Authors Make (And Why They Stall)

If you're committed to podcasting as a growth opportunity for you, my big advice is leverage the ladder before you go full bore into podcasting hosting.

Most modern authors and thought leaders will get more value from being a badass guest than a host, in my experience.

That said, I think if you're ready to rock it, here's how I'd think about it.

After watching dozens of authors start podcasts, and just as many quietly abandon them, I’ve noticed the same mistakes show up again and again.

They aren’t technical.
They aren’t about talent.
They’re about strategy.

First and foremost... don't launch a podcast. Launch a season. Even if you stop after 8 episodes, you have a story as to why you pulled the ripcord.

Mistake #1: Starting a Podcast Before Your Book Has a Point of View

Most authors start a podcast because they want visibility.

But visibility without clarity creates noise.

If you can’t clearly answer:

• What problem does my book own?
• What perspective do I bring that’s distinct?
• What conversation am I trying to advance?

Then your podcast becomes a series of “interesting conversations” instead of a compounding asset.

Great podcasts don’t wander.
They orbit a clear category.

If your book doesn’t yet have that center of gravity, your podcast will drift, and so will your audience.

Mistake #2: Interviewing Interesting People Instead of Strategic Ones

This one is subtle.

Most authors ask:

Better question:

A podcast isn’t just content.
It’s an excuse to build long-term professional relationships.

That means:

• people you want to collaborate with
• people who reach the audience you want
• people whose ideas sharpen yours

Random guests create random outcomes.

Strategic guests create networks.

Mistake #3: Measuring Success by Downloads Instead of Doors Opened

Downloads are the easiest metric to track, and the least useful early on.

Early-stage podcast success looks like:

• warm introductions
• follow-up conversations
• invitations to speak
• guests sharing your work
• listeners referencing your ideas back to you

If you’re only watching the download count, you’ll miss the quiet signals that actually matter—and you’ll quit before the flywheel starts turning.

This is what people miss about my podcast... it's led to speaking, consulting, authors in our community, and much more.

Sure 169 downloads seems low for fifteen hours of work for me.

But in truth, I find that work to pay off just as much if not more from the guests themselves then the listeners.

How to Apply This in the Next 30 Days

1. Map 10–15 Target Shows
​ Make a list of podcasts where your expertise actually solves a problem for the audience. Don’t just chase numbers — pick shows where your ideas will resonate. Label each show by relevance, audience size, and potential for repeat invitations. This visual ladder shows exactly where to focus first.

2. Pitch Your First Guest Appearance
​ Lead with a specific audience takeaway, not your bio. For example, “I’d love to share three unexpected levers leaders can pull today to prevent burnout.” Think of your pitch as a mini-episode trailer, not a resume.

3. Plan Repeat Invitations
​ Identify 2–3 shows where your first appearance landed well. For each, brainstorm 2–3 distinct talking points. Repeat appearances compound credibility and make hosts view you as a reliable contributor.

4. Build Network Density
​ Check for overlapping audiences among your target shows. Prioritize clusters to maximize leverage. Carefully sequencing appearances turns scattershot guesting into a network effect.

5. Design a Mini-Season Experiment
​ Once repeat guesting confirms interest, test a mini-season of your own: 6–8 episodes focusing on a single theme. Treat it like a bounded pilot, minimizing risk while building authority.

The Podcast Pitch One-Sheet (Tactical + Copy-Paste)

If you're interested in pod-guesting, it's a great experience and for most of us it's the highest leverage activity you can do related to podcasts.

But getting on shows does require a bit of nuance (unless you know the host).

Here's what I've learned to help you:

The Podcast Pitch One-Sheet (Use This Instead of Cold Emails)

If you want to get on podcasts consistently, stop sending generic pitches.

Hosts don’t want bios.
They want episodes.

Here’s the one-sheet format I recommend every author use. You can build this in 30 minutes. This is an example of what I use for my pitches now.

Podcast Pitch One-Sheet

1. Episode Title Options (Pick 3)

• “The Busy Author Tipping Point”
• “Why Most Smart People Never Finish Their Book”
• “How Books Create Career Leverage Without Quitting Your Job”

Titles show hosts you understand their audience.

2. Who This Episode Is For (1 Sentence)

This conversation is for ambitious professionals who want to use a book to create credibility, not just publish words.

3. The Core Problem (1 Sentence)

Most people think writing a book is about discipline, when it’s really about designing momentum.

4. Key Takeaways (3 Bullets Max)

• Why most authors stall once life gets busy
• The shift that makes finishing inevitable
• How books create leverage beyond sales

5. Proof (1 Line)

I work with hundreds of modern authors each year and host the Book Is The Hook podcast, exploring how books create real-world opportunities.

6. CTA (Soft, Non-Salesy)

Happy to tailor this conversation to your audience or propose a custom angle.

That’s it.

No attachments.
No life story.
No begging.

Just make it easy for the host to say yes.

What This Looks Like in Practice

A Modern Author doesn’t just appear on a podcast. They build a sequence of experiences that turn brief attention into lasting leverage.

Here’s what it looks like in practice:

Imagine you wrote a book on team productivity. You start by guesting on a niche podcast aimed at middle managers, sharing one actionable takeaway: “How to run 15-minute standups that actually work.” The host says yes, your story lands, and listeners respond. They remember your advice, and the host invites you back.

Next, you layer appearances on adjacent podcasts, leadership, remote work, or HR-focused shows, each time adapting the same core idea for a slightly different audience. Recognition compounds. You’re no longer a one-off guest; you’re someone whose expertise consistently shows up across the ecosystem.

Then you test a mini-season of your own: six episodes centered on practical, repeatable techniques from your book. You’re not aiming for viral downloads; you’re giving listeners a path they can apply immediately, and proving your framework works in multiple contexts.

Only after this stage do you consider owning a recurring show. By now, the audience, the idea, and the strategy are validated. You’re not chasing visibility; you’re building leverage that compounds over time.

TL;DR: Don’t start a podcast for the show. Start for the pathway. Build, layer, test, and let relationships, not downloads, be your measure of success.

Some Final Thoughts

If you’ve thought, “Maybe I should start a podcast to help my business or brand,” pause. That question usually leads to noise.

Replace it with precision: Where would a podcast fit in the ladder I’m already climbing?

Answer that first. Everything else becomes clearer.

A podcast isn’t a project.
It’s a pathway.

The authors who succeed aren’t chasing downloads. They’re building leverage, one conversation at a time.

Here's to more conversations... and happy listening y'all!

Eric