Episode 286 | Insider Secrets to a Top 100 Podcast | Courtney Elmer

Why a Perfect Pitch Doesn’t Always Mean a Perfect Podcast Guest

If you’ve hosted your podcast long enough, you know the feeling: a guest pitch comes through, and it looks like a total winner. They’ve got the credentials, a great story, maybe even a solid social following — but once they’re on air, the conversation doesn't go at all how you thought it would.

It’s easy to assume that a good pitch equals a good podcast guest, but unfortunately, that’s not always the case. That’s why I brought in Tayler Neeley, my Online Business Manager and podcast Guest Concierge, to share the exact system we use to filter out pitches that sound good on paper but don’t actually serve your audience.

Our Top Mistakes (and What We Fixed) in Guest Vetting

When Tayler first joined the team, our podcast guest vetting criteria looked a LOT different than it does now. One of the biggest mistakes we made early on? Not being specific enough about what actually makes someone a valuable podcast guest for our audience. Here’s what we learned the hard way:

Just because someone looks good on paper doesn’t mean they’ll add value to your podcast — or to your listeners.

For a long time, I fell into the trap of assuming that if someone had a big following, that must mean they’d be great for the show. I thought, “If they’re a top influencer, having them on will help to build our podcast’s authority, right?” Wrong.

If you’re thinking that an influencer’s popularity will automatically add authority to your show, think about it this way: Are people tuning into your show for the podcast guest themselves, or for the insights and solutions the guest can offer?

So, we went back to basics. Tayler and I asked ourselves two key questions: What are the questions our audience wants answers to? What specific challenges are they facing, and how can this guest help solve those? These became the foundation of our podcast guest criteria. Now, instead of looking at someone’s bio or follower count, we focus on whether they have a track record of providing real, actionable value for the listeners of the shows they’ve appeared on.

This shift has completely changed the quality of our episodes, increased the authority of our podcast, and helping us create content that resonates deeply with our listeners — and, most importantly, keeps them coming back. But we didn’t stop there. Here’s why:

The Exact Criteria We Use to Choose Standout Podcast Guests

Bringing on the right podcast guests can make or break the quality of your podcast and the trust you’ve built with your audience. So, we developed a podcast guest vetting process that helps us protect our listeners’ time by making sure each guest brings something that’s actually valuable to the table. 

Here’s our checklist to help you evaluate whether a podcast guest is really the right fit:

1. Does this guest solve a real problem for your audience or fill a content gap? Start by asking if this podcast guest addresses your listeners' core challenges. Their expertise should align with specific pain points your audience faces and cover topics you haven’t yet spoken about on your podcast (a “content gap”).
   
   
2. Does this guest have an offer that complements, not competes with, yours? Avoid listener confusion by making sure your podcast guest’s offers don’t overlap with yours. If their service or program is too similar to your own, that interview won’t be a win for your guest, your listeners, or you.
   
   
3. Did this guest submit a specific, relevant, and well-thought-out episode topic? Look for podcast guests who took time with their pitch, as evidenced by how much research they did on your show and how specific a topic they pitch to you. If they’ve suggested a topic that fills a gap on your show or aligns with recent episodes, it’s a good sign they’ve done their homework and genuinely care about your audience’s needs.
   
   
4. Based on this guest’s previous podcast interviews, do they focus on serving first? Listen to some of their previous appearances to assess their approach. A podcast guest who prioritizes serving the audience over self-promotion is far more likely to add value and resonate with your listeners — which will ultimately build the authority of your show, deepen the trust of your listeners, and create a true win-win-win for you, your guest, and your audience.

BONUS: Click here to download our Guest Concierge Playbook and use this checklist as an easy reference guide for your podcast.

Handling the “Thanks, But No Thanks” Pitch Replies

But what about when a podcast guest doesn’t pass the litmus test? Spoiler alert: the bigger your show grows, the more guests will want to be on it — and not every one of them is going to be a fit.

But let’s be real, saying no can feel awkward, especially if you’re turning down someone who seems genuinely excited to join your show. (Or maybe that’s just for the recovering people-pleasers in the room like me, ha). 

Either way, learning to say “thanks, but no thanks” in a way that feels professional and kind is crucial. If you simply ignore pitches that don’t fit, it makes you look bad. Most people actually appreciate a firm but kind no — it allows them to move on and they’ll be grateful that you didn’t waste their time making them follow up with you again and again.

That’s why Tayler and I created a simple template that we customize for each pitch. (Want a copy? Download our Guest Concierge Playbook here). The formula is simple: start with gratitude, acknowledge the time they took to pitch, and let them know that while their expertise is impressive, it’s just not an aligned fit for the show at this time. This keeps it polite but gives them the clear no they need so you can both move forward. 

Deciding When Not to Air a Guest Episode

But even with the best vetting, sometimes a podcast guest who looks great on paper just isn’t great on air. Maybe they’re nervous, maybe the energy’s off, or maybe their audio sounds like they’re calling in from Mars. Whatever the case, deciding not to air an episode is not a decision to make lightly. That guest spent time on your podcast, and the unspoken agreement is that you return the favor by airing the episode — or is it? 

What’s even more important is the degree to which you value your audience’s trust and time, because that’s the degree to which they’ll trust and respect you as a host. Which means that when you have to choose between your listener’s trust and your guest’s ego, the choice is pretty simple.

Deciding not to air a podcast episode is a call to make rarely and carefully. To protect yourself, you want a Podcast Guest Release form in place as part of your onboarding process, clearly stating that you reserve the right not to air the episode. Then, as the host, your job is to set the stage for a great interview — even if it means spending more time preparing than you think you need to so that your guest shines and serves your audience well.

On those rare occasions we don’t air an episode, here’s how we handle it: with transparency, professionalism, and kindness. If we have to make that tough call, we let the guest know right away, express genuine appreciation for their time, and keep the lines of communication open. It’s amazing how much goodwill a little honesty can build (and how much awkward follow-up it avoids). PSST — our Guest Concierge Playbook also includes two templates to choose from so you know exactly what to say in these rare instances. Oh, and it’s free. Download your copy here.

Put It Into Action

Having a solid system for choosing podcast guests who will strengthen your show’s authority and keep your listeners coming back is key to building a podcast that stands out. 

And by knowing when to say no — and when to shelf an episode — you’re keeping your audience’s time and trust in you right where they belong: front and center. 

So if you’re ready to make it easier than ever to pick the perfect podcast guests for your show and gratefully decline those who aren’t a fit, make sure to grab our Guest Concierge Playbook — these are the exact tools we use to protect our show’s integrity and make sure every podcast guest actually brings something worth tuning in for and we’re sharing it with you, totally free.

And if you want more free advice in your life on launching and scaling a top podcast of your own, make sure you hit follow on Insider Secrets to a Top 100 Podcast on your favorite app so never miss a new episode.

Or if you’re ready for a proven strategy to launch or relaunch a top podcast and turn your listeners into leads and  clients on repeat, book a free strategy call with our team to find out if you’re a fit for PodLaunch® — we’re here to help.

Next Up:

Don’t go anywhere — in the next episode I’m dishing on how often you should really be releasing episodes if you’re just starting out, or if you’re looking to grow your show. We’ll talk about what to do when you’re short on bandwidth, as well as whether adding more episodes actually equals more downloads (or not). So if you’re ready to learn the common myths about how often you should be releasing episodes and find the best episode release schedule for your goals, don’t miss the next episode!