How to land big podcast guests using a give-first approach

Executive overview

Getting high-profile guests requires reversing the usual dynamic: give value first, ask later. Most outreach fails because it leads with the ask before establishing any relationship.

The firestarter approach — start with small shows to build credibility, then trade up — combined with genuine, sustained relationship-building is the core framework.

Give value before you ask, and plant seeds long before you need them.

The give-first outreach method

• Lead with what's in it for them (WIIFT), not what you want
• Research what matters to them: their charity, podcast, app, upcoming project
• Donate, promote, or support their work before making any ask
• Example: A $20–30k charity donation to Bo Jackson's cause reversed the conversation — they came to Noah

Building the relationship before the pitch

• Start engaging on their social channels: likes, replies, reviews
• Leave a genuine review on their podcast; reference specific content you actually consumed
• DM only after you've already added value — not cold
• Jeff Ross replied almost immediately after months of authentic engagement, with no ask attached
• Gap between first contact and the ask was ~2 months — not days

The firestarter approach

• Start with smaller shows to build a track record
• Use those appearances to trade up to larger collaborations
• Don't fixate on the biggest names first; mid-tier shows may offer better reach for your stage

Reaching out: practical tactics

• Find email addresses on YouTube About pages; also try Instagram, Twitter, LinkedIn, DM
• Don't spam — try different channels and see where you get traction
• Frame the ask softly: float the idea, make it easy to say yes or no
• Set a contact-volume goal (e.g. one outreach per day) — that's the controllable variable

Long-term relationship building

• Compliment people on how they've changed your life — even if you never need anything from them
• Support their work tangibly: buy a ticket, donate, share their content
• Reply to newsletters with genuine reactions, not just flattery
• Ali Abdaal collab came from replying to a newsletter about shared interests, then floating a collab idea casually

Mindset

• Be a net giver as a default, not a strategy
• Don't expect results right away
• When you do ask, keep it simple: "Is there anyone you know who'd be a good fit?"
• Plant seeds continuously — the harvest comes later