Creating a Guestcast to Share Your Interviews with Thomas Umstattd, Jr.

Today I’m thrilled to have Thomas Umstattd, Jr. as my guest on Book Marketing Mania. Thomas is host of both the Christian Publishing Show and the Novel Marketing podcasts and I first met him at the Spark Christian Podcasting Conference in 2020. He is a wealth of book publishing, marketing and podcasting knowledge!

When I first invited Thomas onto the show, I really wanted to chat through building your author platform long before your launch, with your email list, podcasting and of course guesting on podcasts. We chat about ALL THE THINGS because you know we don’t call this Book Marketing Mania for nothing.

But when Thomas talked about using a Guestcast, which is a podcast whose episodes are simply your interviews with you as a guest, I was blown away. This is so genius!

This post may contain affiliate links. Read my disclosure policy here.

Just so you know, we don’t start talking about the Guestcast until 30 minutes into the interview and there is ALL kinds of good stuff before and after it that you don’t want to miss, including:

• Advice for authors who worry “if I start talking about my book NOW, no one will buy it when it releases LATER”
• How to maximize the back of your book to build your email list and sell more books
• How podcast hosts can collaborate on one episode to air and market on both shows (see below for example)
• Using a Guestcast to share your own guest interviews (see Thomas' linked below)
• His podcast host directory (with email addresses) for his Patreon members
• & more!

Novel Marketing Podcast

Thomas launched his “Novel Marketing” podcast to promote an upcoming book, which, in a twist of fate, never materialized. However, the podcast itself became an invaluable resource for both traditionally and independently published authors, teaching them the nuances of book marketing. Thomas highlights how podcasts can swiftly respond to industry changes, making them an incredibly powerful tool compared to traditional books.

The Christian Publishing Show

Following his stint as a Christian literary agent, Thomas continued to explore the podcasting realm by creating “The Christian Publishing Show.” This podcast served as a platform to build relationships with editors and publishing companies while sharing his expertise with a wide audience. Even after stepping down as a literary agent, Thomas found joy in continuing the podcast, which remains a beloved resource for many Christian authors.

Balancing Two Podcasts

Novel Marketing tends to attract both traditionally and independently published authors, offering episodes specifically tailored for indie authors. On the other hand, The Christian Publishing Show  has a more traditional slant, often featuring discussions with literary agents and focusing on what constitutes a Christian book.

Thomas explains that while “Novel Marketing” occasionally delves into indie-only topics, “The Christian Publishing Show” is explicitly Christian, covering debates within the Christian book market and offering insights into crafting solid book proposals.

Building Your Author Platform Early

It's never too early to start building your author platform. Thomas drives home the principle of “digging your well before you’re thirsty,” stressing that it takes time to build a reputation and name for yourself. 

By engaging with your target readers early on—through podcasts, speaking events, and other forms of content creation—you can refine your message and ensure a better launch for your books.

Avoid the common pitfall of having a finished book but no audience to sell it to.

The Power of Email Lists

Thomas emphasizes the unparalleled power of email lists in book marketing. He recounts his experience as a marketing director where email was exponentially more effective at selling books compared to social media. Email allows for a direct, action-oriented communication channel that is incredibly effective and many authors Thomas has worked with experience high conversion rates selling books to their email list.

Effective Lead Magnets and Reader Engagement

When it comes to attracting and retaining email subscribers, Thomas suggests creating “reader magnets” that are closely tied to your book’s topic. This can include practical worksheets, guides, and quizzes, all valuable content that scratches a specific itch your readers have.

Podcasting as a Multifaceted Marketing Tool for Authors

Podcasting offers authors the advantage of ongoing audience engagement, expert interviews, and personal interaction with their readers. If you're hesitant about giving away free book content on your podcast, Thomas reassures that revealing information can actually increase reader interest and drive book sales.

Sharing valuable content whets your readers' appetite, making them more likely to purchase the full book.

Be Creative with Your Digital Content

Don't miss out on leveraging digital formats such as Kindle versions for your book. Thomas recommends updating your Kindle book with new content, add calls-to-action at the end, and continuously engage your readers. You can include links to exclusive downloads or additional resources (like your podcast) in the back matter of books.

Guesting on Podcasts to Boost Visibility

Both Thomas and I have guested on many podcasts, loving the opportunity to meet new audiences and build valuable relationships with podcast hosts. Thomas emphasizes the importance of being a memorable and engaging guest to ensure being invited back.

Creating a “Guestcast” feed that collects all guest appearances in one place is another incredible marketing strategy Thomas uses to broaden his reach and keep his core fans engaged.

Once Thomas added this episode to his Guestcast, I realized that when you search “Book Marketing Mania”, you'll see Thomas' Guestcast show up as well. Genius!

Whether you're a beginning writer at the start of your career or a seasoned author looking to revitalize your book marketing, Thomas’ insights provide a valuable roadmap to success.

Thanks Thomas for a fantastic episode, I appreciate you serving my listeners!

So, dig your well before you’re thirsty, and start building your platform today!

Thomas Umstattd is the founder of Author Media and the host of both The Christian Publishing Show and the Novel Marketing Podcast, which is the longest running book marketing podcast in the world. Thomas helps authors build their platforms, sell more books, and change the world with writing worth talking about.

Resources mentioned:

Thomas' Guestcast
PowerPress Plugin
PowerPress Tutorial Blog post with Video
Thomas' Website 
Marketing a Book with Podcasting (Thomas on Krystal Proffitt's podcast)
How to Launch a Book (Krystal Proffitt on Thomas' podcast)