How to Book Quality Podcast Guests with a Small Audience

You have 200 downloads per episode. Maybe less.

You want to interview industry experts, successful entrepreneurs, published authors—people who could genuinely elevate your show and provide value to your listeners.

But you're convinced they'll never say yes because your audience is "too small."

Here's what I'm about to tell you: You're wrong.

After booking hundreds of podcast guests for shows of every size—from brand new podcasts with zero downloads to established shows with millions—I can tell you with absolute certainty: download numbers are not the deciding factor in booking quality guests.

Let me show you what actually matters and how to leverage it.

The Download Numbers Myth

First, let's kill this myth completely.

The belief: "Quality guests only care about audience size. If I don't have 10K+ downloads, nobody good will come on my show."

The reality: Most quality guests have never even asked about download numbers before agreeing to appear.

What Quality Guests Actually Care About:

1. Audience Relevance (Not Size) A guest would rather speak to 200 highly targeted listeners than 10,000 random people.

Example: A SaaS marketing expert would prefer a podcast with 300 engaged B2B marketers over a general business podcast with 5,000 mixed listeners.

2. Quality of Conversation Good guests want to have interesting, substantive conversations. They want a host who asks good questions and lets them share real insights—not surface-level fluff.

3. Professional Representation They care about being represented well. Good audio quality, thoughtful editing, professional show notes, and proper promotion matter more than raw numbers.

4. Strategic Positioning Many guests view podcasts as thought leadership opportunities, not just promotion. They want to position themselves as experts in their field.

5. Relationship Building Especially for lesser-known experts, being on podcasts is about building relationships with hosts and other guests in their industry.

6. Low Friction Honestly? A lot of guests say yes simply because you made it easy, were professional, and showed genuine interest in their expertise.

Notice what's NOT on this list? Download numbers.

Why Small Podcasts Actually Have Advantages

Stop thinking of your small audience as a disadvantage. In many ways, you have benefits that larger shows don't.

Advantage 1: Less Competition for Guests

Big-name guests get 50+ podcast requests per month. They're overwhelmed and have to say no to most.

Mid-tier experts (who are often more knowledgeable and better storytellers) get far fewer requests. Your pitch stands out.

Advantage 2: More Flexibility and Attention

Large shows often have rigid formats, tight schedules, and production teams. They can feel corporate.

Small shows can be more conversational, flexible with timing, and personal. Many guests prefer this.

Advantage 3: Niche Targeting

You can go deep in your niche in ways big shows can't. Specialists appreciate platforms that truly understand their area of expertise.

Advantage 4: Relationship Focus

With fewer episodes and guests, you can build genuine relationships. You're not just another host in their 50-podcast tour.

Advantage 5: Growth Potential

Smart guests recognize that today's 200-download show could be next year's 2,000-download show. Getting in early builds loyalty.

What You Need Instead of Big Numbers

If downloads don't matter, what does? Here's what you actually need to book quality guests with a small audience.

1. A Clear, Specific Niche

Why it matters: Guests need to know who they're talking to.

Instead of: "A business podcast" Try: "A podcast for first-time SaaS founders navigating their first year"

Instead of: "A health and wellness show" Try: "A podcast for women over 40 exploring hormone health and fitness"

The more specific your niche, the more valuable your small audience becomes.

2. Professional Production Quality

Why it matters: Nobody wants to sound bad. Basic production quality signals you take the show seriously.

You need:

• Clear audio (decent mic, quiet space)

• Basic editing (remove long pauses, major mistakes)

• Professional intro/outro

• Consistent publishing schedule

You DON'T need:

• Expensive studio

• Professional sound engineer

• Fancy production elements

Good enough is good enough. Don't let perfectionism stop you.

3. Thoughtful, Researched Questions

Why it matters: Guests can tell when you've done your homework.

What this looks like:

• Reference their specific work, articles, or talks

• Ask questions that go beyond surface-level

• Avoid questions they've answered 100 times

• Show you understand their expertise

Example:

❌ "So, tell us about your company."

✅ "In your recent article about email deliverability, you mentioned that most marketers focus on the wrong metrics. Can you expand on what metrics actually predict inbox placement?"

4. A Professional Pitch

Why it matters: Your pitch is your first impression.

Even with a small show, a well-crafted, personalized pitch can land quality guests. See our pitch templates here.

Key elements:

• Personalized opening (reference their work)

• Clear value proposition (why this benefits them)

• Specific topics you want to discuss

• Professional tone and format

• Easy logistics (remote, flexible timing)

5. A Value Proposition Beyond Numbers

Why it matters: If you can't compete on size, compete on value.

Alternative value propositions:

Highly Engaged Audience: "While we're a newer show with 300 downloads per episode, our audience is incredibly engaged—we average 85% listen-through rate and get 20+ comments per episode."

Niche Expertise: "Our listeners are specifically [niche description]—exactly the audience for your [product/book/service]."

Quality Over Quantity: "We focus on deep, substantive conversations rather than surface-level interviews. Recent guests have told us it was their favorite podcast appearance."

Promotional Support: "We create custom promotional assets for every guest and actively promote across our email list, LinkedIn, and industry partnerships."

Strategic Positioning: "We're building the go-to resource for [niche]. Early guests will be featured in our upcoming [guide/directory/resource]."

6. Social Proof (Even Small Signs)

Why it matters: Any credibility signals help.

You can use:

• Past guests who said yes (even if not famous)

• Listener testimonials or reviews

• Industry affiliations or partnerships

• Your own credentials or expertise

• Professional website and presence

Example: "Past guests include [Name], [Name], and [Name] who've all praised the depth of conversation."

Proven Strategies for Small Podcasts

Now let's get tactical. Here's how to actually book quality guests when you're small.

Strategy 1: Start with Your Network

Who to target:

• Former colleagues with expertise

• LinkedIn connections in your industry

• People you've met at conferences

• Industry contacts you've built relationships with

Why it works:

• Warm connections don't care about download numbers

• They're more likely to say yes and promote

• Builds confidence before cold outreach

How to pitch: "Hey [Name], I'm launching a podcast about [topic] and would love to feature your expertise on [specific area]. Would you be open to a 30-minute conversation?"

Strategy 2: Target Rising Experts, Not Celebrities

Who to target:

• Recently published authors (their first book)

• Newly promoted executives (VP → SVP)

• Emerging voices in your industry

• Consultants building their practice

• Academics early in their career

Why it works:

• They're building their brand and need platforms

• Less overwhelmed with requests

• Often more knowledgeable than "celebrity" guests

• Grateful for the opportunity

How to find them:

• LinkedIn: Recent job changes or promotions

• Industry publications: New contributor bylines

• Conference speaker lists: First-time speakers

• Book launch announcements: Debut authors

Strategy 3: Lead with Audience Quality, Not Quantity

In your pitch, emphasize:

"While we're a newer show, our audience is highly targeted: [specific description]. Every listener is [relevant characteristic], making this the perfect platform for your message about [topic]."

Example: "Our 400 listeners are all first-time startup founders currently raising their seed round—exactly the audience for your advice on [topic]."

Strategy 4: Offer Unique Angles or Formats

Stand out with:

• Deep-dive format (60-90 minutes vs. typical 30)

• Focus on one specific area of their expertise

• Collaborative episode (co-creating content)

• Series or multi-part interview

• Written companion piece (blog post from interview)

Example pitch: "Unlike typical 30-minute surface-level interviews, I'd love to do a deep 90-minute conversation specifically about [niche topic]. Most podcasts only scratch the surface—this would let you really dig in."

Strategy 5: Use Referrals and Introductions

How it works: After interviewing Guest A, ask: "This was great—who else should I talk to about [topic]?"

Why it works:

• Referred guests trust the recommendation

• Warm introduction dramatically increases yes rate

• Builds interconnected guest network

The ask: "I really appreciate you being on the show. Do you know anyone else doing interesting work in [area] who might be a good fit?"

Strategy 6: Leverage Guest Platforms (The Great Equalizer)

Platforms where size doesn't matter:

• Podcept (we match based on fit, not size)

• PodcastGuests.com

• Podmatch.com

• MatchMaker.fm

Why it works: Guests on these platforms WANT to be on podcasts. They've already said yes to being interviewed—you just need to show good fit.

Strategy 7: Pitch Guests Before Major Launches

When to reach out:

• 6-8 weeks before book launch

• Before conference presentations

• During product/service launches

• When they're promoting something

Why it works: They need media coverage and podcast appearances. Your timing makes you valuable regardless of size.

Example pitch: "I see your book launches in 6 weeks. I'd love to feature you and help promote it to our [niche] audience during your launch week."

Strategy 8: Create Content They'll Want to Share

Offer to create:

• Detailed show notes with quotes

• Social media graphics with their insights

• Audiogram clips for their use

• Blog post from interview transcript

• Quote cards they can share

Why it works: You're making their participation valuable beyond just the interview. They get content assets out of it.

Strategy 9: Position Yourself as the Expert Host

In your pitch, highlight:

• Your own expertise or background

• Why you're qualified to discuss this topic

• Your unique perspective or approach

• What makes your questions different

Example: "As a former [your background], I bring a unique perspective to [topic]. I'd love to explore [specific angle] that most podcasts don't cover."

Strategy 10: Be Exceptionally Professional

Stand out by:

• Responding quickly to all communications

• Sending detailed prep materials

• Being flexible with scheduling

• Following through on every commitment

• Making the process easy and pleasant

Why it works: Professionalism signals quality regardless of audience size. Many big podcasts are surprisingly disorganized.

Sample Pitch for Small Podcasts

Here's how to pitch when you have a small audience:

Subject: Your expertise on [topic] for [Podcast Name]

Hi [Name],

I recently read your article on [specific topic] and was particularly struck by your point about [specific insight]. It's exactly the kind of practical, experience-based advice my audience needs.

I host [Podcast Name], a podcast specifically for [very specific audience description]. While we're a newer show (currently at [honest number] downloads per episode), our audience is highly engaged and precisely targeted—every listener is [relevant characteristic].

I'd love to have you on for a conversation about [specific angle on their expertise], particularly:
- [Specific question 1]
- [Specific question 2]
- [Specific question 3]

The format is conversational, 45 minutes, fully remote. I'm flexible on timing and will provide all questions in advance. I'll also create promotional graphics and assets for you to share with your audience.

Here's a recent episode to give you a sense of the format: [link]

Would you be interested? Happy to answer any questions.

Best,
[Your Name]
[Podcast Name]
[Link to show]

P.S. - I'm interviewing [other guest in same field] next week and [guest] last month, building a series around [topic]. Would love to add your perspective.

What this pitch does right:

• Honest about size but frames it positively

• Emphasizes audience quality and relevance

• Shows research and preparation

• Makes it easy (remote, flexible, prepared)

• Adds social proof (other guests)

• Professional and respectful

What NOT to Do

Don't Apologize for Your Size

❌ "I know my show is really small, but..."

❌ "Sorry for bothering you, I'm sure you get lots of requests..."

❌ "I understand if you only do big shows..."

This signals insecurity and gives them an easy out.

Don't Lie or Exaggerate

❌ Inflating download numbers

❌ Claiming partnerships you don't have

❌ Making up audience demographics

Be honest. Authenticity builds trust, and lies eventually surface.

Don't Lead with Size

Don't volunteer download numbers unless asked. Lead with value, relevance, and professionalism.

Don't Target Only A-Listers

Chasing celebrities when you have 100 downloads is usually a waste of time. Build credibility with accessible experts first.

Real Examples: Small Shows, Quality Guests

Example 1: 150 downloads/episode Niche: SaaS customer success Booked: VP of Customer Success at $50M ARR company How: Highly relevant audience (CS professionals), professional pitch, flexible timing

Example 2: 300 downloads/episode Niche: Women in fintech Booked: Published author and fintech founder How: Caught author during book launch, offered promotional support

Example 3: 75 downloads/episode Niche: Sustainable agriculture Booked: University professor and USDA consultant How: Deep questions that showed genuine interest, niche expertise match

The pattern: Specificity + professionalism + timing > audience size

When Size Actually Matters (And How to Handle It)

Truth time: Some guests DO care about audience size.

Who typically requires bigger audiences:

• A-list celebrities

• Major authors at big publishing houses

• C-suite executives at Fortune 500s

• People actively managing their "brand"

• Guests with booking managers/agents

How to handle it:

Option 1: Wait and Build Focus on accessible guests now, come back to these later.

Option 2: Offer Alternative Value "While our audience is smaller, we can offer [unique value]: deep-dive format, niche targeting, promotional partnership, etc."

Option 3: Be Strategic About Timing Pitch them when they need coverage (book launch, conference circuit, etc.)

Option 4: Use a Booking Service Professional agencies like Podcept have relationships and credibility that can open doors size alone can't.

Growing While You Book

You don't need to choose between booking guests and growing your audience. Do both.

Use guests to grow:

• Each quality guest brings their audience

• Better guests = better content = better retention

• Guest networks compound over time

Your growth timeline:

• Months 1-3: Focus on accessible experts, build confidence

• Months 4-6: Target mid-tier guests as credibility builds

• Months 7-12: Reach for bigger names as audience grows

By month 12, your "small podcast" problem solves itself.

The Mindset Shift

Stop thinking: "I'm too small for quality guests."

Start thinking: "I offer quality guests something valuable beyond audience size."

You offer:

• Relevant, engaged listeners who care about their expertise

• Thoughtful questions that let them share real insights

• Professional treatment and quality representation

• A platform for thought leadership and positioning

• Relationships in your industry niche

That's valuable regardless of download numbers.

Action Plan: Book Your First Quality Guest This Week

Day 1:

• Identify 5 rising experts in your niche (LinkedIn, recent articles, new books)

• Research each: recent content, current projects, speaking topics

Day 2:

• Write personalized pitch for each using the template above

• Emphasize audience relevance, not size

• Include specific questions showing you've done homework

Day 3:

• Send all 5 pitches

• Set calendar reminders for follow-up in 5-7 days

Day 4-5:

• Respond quickly to any replies

• Continue researching 5 more prospects

Day 8:

• Follow up with non-responders

• Send 5 more pitches

Result: In 2 weeks, expect 1-3 positive responses even with a tiny show.

Final Thoughts

Download numbers are a vanity metric for booking purposes.

What actually matters:

• Audience relevance and engagement

• Professional approach and quality

• Value proposition beyond size

• Timing and targeting

I've seen podcasts with 50 downloads book incredible guests because they nailed these elements. I've seen podcasts with 10,000 downloads struggle because they didn't.

Your small audience isn't holding you back. Your belief that it's holding you back is.

Start pitching quality guests today. You'll be surprised how many say yes.

Need help booking quality guests regardless of your show size?

At Podcept, we work with podcasts of every size—from brand new shows to established programs. We focus on fit and value, not vanity metrics. Our proven strategies help small shows land impressive guests by emphasizing what actually matters.