How to interview their heroes for free
No matter what your business is, there are probably leaders in their sector most admires. They are influential people in your industry. They are influencers. These are the people that everyone in the industry seems to pay attention.
You keep these people in social networks. You subscribe to your newsletter. You’ve read your book. You saw them speak at a conference. And if you had the chance to talk to them one-on-one – to ask them what they want – jump at the chance. Heck, probably you not even pay for this opportunity.
As an entrepreneur, there are certainly plenty of other entrepreneurs I admire and I enjoy learning from. And since 2013, I had the privilege of interviewing more than a hundred of them free.
One of the businessmen I interviewed Grant Cardone is author of the bestseller The New York Times, motivational speaker, investor and one of the best sales trainers in the world. Naturally, Cardone receives many requests for his time. Once I saw someone on Facebook asking if they could live out for dinner and ask for advice. His answer was that it would consider, but charged $ 5,000 for their time.
I do not know if the person who asked this question was never charged $ 5,000 for dinner with Cardone. But what I know is that when I sent an email to his office for an interview, I answered almost immediately. With the help of his team he planned the interview, and for 40 minutes through Skype, I can ask him what he wanted. Here’s why.
When you have a hearing, you have leverage.
When I thought of what I am able to get the interview with Cardone, the obvious reason is that I appeared as a series of podcast. But there is a little more complicated than that.
One of the biggest benefits of hosting a podcast is that you get to build an audience. When you have a hearing, you have leverage.
As most sought-after industry experts, Cardone is used to affect a lot of people at once with the times. To take it away from activities that affect many people, you have to charge. The price quoted for dinner was mainly the price required to keep him from activities that affect more than one person.
So when I introduced myself as a podcast series, Cardone and his team knew that it would just be talking about me. He will speak for me and anyone else who would possibly listen to this interview. In fact, we also recorded the interview in video format (usually audio only recording my podcast, but since the Cardone team was ready to record video like me). This video has been seen by more than 50,000 people since it posted on my YouTube channel in 2015. It is a decent amount of impact and exposure to Cardone, in exchange for 40 minutes of your time.
And of course I am not the only podcast host who has had the privilege of interviewing the best experts for free. My friend, Dr. Jason Klop, for example, hosts a podcast called “Step Into The Jungle”. Within following the release of his podcast, he was able to interview one of his heroes, John Gray (relationship expert and New York Times of successful men are from Mars, Women are from Venus) three months.
Another friend of mine, Aditya Jaykumar, hosts a podcast called “My seven chakras.” Before even it launched its program, which was able to book more than a dozen interviews with various experts he admired alternative healing. It is not a person who interviewed asked to be compensated for their time. however, they were grateful for the opportunity to be a guest on his podcasts (which began even before!).
Three steps to book an interview with one of his heroes.
As you can see from the examples I have shared with you, is hosting a podcast is a great way to land interviews with their heroes for free. Here are some specific steps you can take to get there:
1. Start a podcast.
This step seems obvious, I know. But the first step of any trip is always the first step is done. If you want to interview their heroes for free, you need to start a podcast. Do not keep thinking about starting one. Do not keep the intention of starting one. Just start one.
There are many online resources to show how to do, and many other podcast hosts (including myself) who are willing to help you get started. If you have a computer, a decent microphone, a pair of headphones and a software for recording and editing its episodes, you have what it takes to run a program.
Once you have registered his first episodes, you can submit your podcast to iTunes and Stitcher platforms like, exposing his show to thousands of potential listeners in the process. So choose a release date, mark your calendar and start taking steps to get there.
2. Send a personalized email to the person you want to interview.
This step is important. As host of the podcast, I am both the sending and receiving requests for interviews. I can tell you from experience that an impersonal email, if sent to a podcast series or a potential customer is rarely the answer.
To get someone to request an interview, make it personal. Tell them how you found, complete their work, and tell them why you think it would be a great fit for your show and your audience. Do not send the same email to different people.
3. Start small and work your way up.
Depending on your show topic / niche, you may find it difficult to book interviews with high-profile guests to the first (some subjects are more podcasts than others, so there is more competition for customers). If this is the case, a great place to find your first clients is the existing network. Once you’ve published some interviews and began to build their audience and start sending emails to customers with a higher profile.