If you’ve ever wondered whether podcasts are worth your time as an author, let me answer that straight away. Yes, they absolutely are! Not just for visibility, but for connection, credibility, and momentum. Over the past twenty years I’ve taken part in somewhere between fifty and one hundred podcasts and radio interviews, and I can honestly say every single one has played a part in growing my audience, opening doors, and selling books. Not bad for what often feels like “just a chat.”
As a memoir and true crime author, my story naturally lends itself to conversation. I’ve been invited onto shows about writing, publishing, true crime, toxic relationships, resilience, and even the odd foray into current affairs – when there has been a psychopath reported on the news. That’s the beauty of podcasts. They allow your story to travel far beyond the neat little box labelled “books.”
And here’s the interesting part. Every time a podcast airs, there is an uptick in book sales. Not always dramatic, but always noticeable. It puts our books directly in front of people. Also there is something about hearing a voice that builds trust in a way the written word alone sometimes cannot. People feel like they know you. They feel invested. And once that happens, they are far more likely to buy your book.
Even better, podcasts have a lovely domino effect. One host recommends you to another. A listener invites you onto their show. Someone in the audience happens to run events and suddenly you’re speaking to a room full of people who might also buy your book. It builds quietly, but it builds steadily.
When it comes to finding the right podcasts, the first step is to become a listener yourself. Where does your work sit in the wider world? Memoir writers often have an easier time because real-life stories fit almost anywhere. But if you’ve written fiction, you need to think a little more laterally.
For example, if you’ve written a novel about a female detective solving crimes, you are not limited to “fiction podcasts.” You could look at true crime shows and talk about how real cases inspire fiction, or explore the psychology behind crime. You might fit into conversations about strong female characters, women in leadership, or even discussions around justice and society. Your book becomes part of a much bigger conversation.
If your novel follows an American man dealing with grief while tracing his Scottish whisky-making roots, suddenly you have a completely different set of doors to knock on. You could speak on podcasts about grief and recovery, about heritage and identity, about travel and culture, or even whisky itself. There are entire audiences out there who may never pick up a novel normally, but who will be fascinated by the themes within it.
Once you’ve identified potential podcasts, take the time to listen. This is where many people skip ahead, but it matters. Is the audience one that might actually like your book? Does the host treat their guests well and create a good experience? Do you like the tone? Can you hear where your story would naturally slot into their conversations? If you can’t imagine it, the host probably can’t either.
When you do reach out, keep it simple and human. No long press releases. No waffle. Just a warm introduction, a sentence or two about your book, and why their audience would enjoy hearing from you. Something along the lines of having enjoyed a recent episode, explaining briefly what your story is about, and suggesting a couple of angles that would fit their show. Make it easy for them to say “Yes”. Hosts are busy people and clarity is a gift.
From a practical standpoint, the basics really do matter. A good microphone and earbuds will make a huge difference. I use earbuds that plug directly into the microphone as I think they are far better than large headphones – especially if the interview is on video (which can make you look like you are about to land a plane). Also a microphone on a stand or boom arm allows you to keep it close without blocking your face, which is always a bonus.
Always check your sound and video before you start. It saves a lot of faffing about later. Ask the host whether the show is recorded and edited or live. If it is recorded and you say something you would rather not include, just say so. In my experience, hosts are incredibly accommodating and want you to feel comfortable.
During the conversation itself, be mindful not to interrupt, allow a little space before answering, and remember that everything may be recorded, including the chat before and after the “official” interview. But honestly, the most important thing is simply to be yourself. Podcasts are conversations, not performances. The host wants to talk to a real person, not a polished script.
And here’s the lovely bit. They are usually genuinely interested. You are not interrupting their day, you are adding to it.
Podcasts are not just about promotion. They are about connection, trust, and opportunity. Each conversation plants a seed. Some grow quickly, some take time, but they all contribute. So, start listening, start reaching out, and start saying yes. Your voice is far more powerful than you think. And who knows where the next conversation might lead.
Mary Turner Thomson is an international best-selling author, writing coach, editor and publishing consultant. She specialises in helping people tell their stories, and is passionate about not victim shaming – including not victim shaming ourselves. She’s also the author of two true crime memoirs and a novel about resilience.