How to Get Podcast Guests For Your Business Show (Even If You’re Just Starting Out)

Launching a podcast is exciting—until you stare down the blank guest list and wonder: who the hell is going to say yes to this thing?

Whether you're weeks away from launch or trying to book your next batch of interviews, here's a step-by-step framework for how to get great podcast guests—without cold-pitching strangers and crossing your fingers.

1. Start With a Clear Show Concept

Before you ask anyone to come on your podcast, you need a reason for the show to exist. What is it about? Who is it for? Why does it matter?

The clearer your concept, the easier it is for a guest to say, “Yeah, I’d love to be part of that.”

If you’re fuzzy on the concept, don’t go any further. It’s worth spending time to nail your positioning and episode structure first—then start outreach.

2. Tap Into Your Inner Circle

Before your show goes live, start inviting friendly contacts—past colleagues, collaborators, or clients who know, like, and trust you. These are the people who will say yes because of your relationship, not because of your download numbers.

This group of early guests serve two purposes:

• They give you content to launch with

• They give you momentum

You don’t need 20 guests lined up. Just 3–5 solid conversations will set the foundation and establish credibility as a podcast host.

3. Launch with Momentum

Get your first few episodes out into the world. Make them bingeable. Show that you’re serious. Because once your show is live, your pitch gets way easier:

“Here’s a link to the podcast—thought you might be a great fit for a future episode.”

Suddenly you’re not asking someone to take a chance on an idea. You’re inviting them into something real. You’re giving them a platform to demonstrate their expertise.

4. Expand to 2nd Degree Connections and Rising Stars

Now that the show has a pulse, you can reach a little further.

Look for rising voices in your industry—people who are active on LinkedIn, have been featured on other shows, or are starting to build their personal brand. Or identify second-degree connections (think: prospects or peers you’d love to build a relationship with).

Send a thoughtful invite. Mention what caught your attention about their work. Reference a past guest if there's a relevant connection. Keep it short, warm, and professional. This kind of outreach can be effective, even if you have no audience.

5. Shoot Your Shot With Dream Guests

Once you’ve built some traction, it’s time to shoot your shot.

Dream guests are the people who can unlock new opportunities based on their spheres of influence—introductions to industry leaders, bestselling authors, or high-profile contacts in need of services like yours. Getting one of these names on your show can open doors you didn’t even know existed.

Your job is to make it easy to say yes:

• Share links to past episodes that show quality

• Highlight any overlap with your guest’s work or audience

• Make the scheduling process smooth

Sometimes all it takes is one bold ask.

Pro tip: Don’t wait until you have a massive audience. The best time to plant the seed was last year. The next best time? Today.

Start small. Stay consistent. Stack the wins.

The guest list will grow with you.