In this episode, Andy shares his simple 3-step guerrilla marketing strategy: appearing as a guest on other people’s podcasts. Learn how fund managers, syndicators, and financial professionals can grow their credibility, build visibility, and generate high-quality leads… all without launching their own show.
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Episode Summary
In this solo instructional episode of Fund Playbook, Andy Hagans breaks down a powerful and accessible marketing strategy for fund managers: appearing as a guest on other people’s podcasts. Without the cost, time, or effort of launching your own show, this guerrilla marketing tactic can significantly grow your brand awareness and attract new investors. Andy outlines a three-step playbook that any fund manager can use to get started—whether you’re managing a $10 million syndication or a $1 billion fund.
Why Podcast Interviews Work
Andy explains that doing interviews on existing podcasts is an underutilized way to build authority and visibility—especially in industries like private equity, real estate syndication, and wealth management, where customer acquisition costs are notoriously high. In contrast to short-form social media, podcast interviews offer a long-form platform to explain your value proposition in depth, tell your story, and build trust with prospective investors. When done consistently, this strategy creates lasting SEO value and a reputation footprint that compounds over time.
Step 1: Clarify Your Brand Story
The first step in Andy’s system is to nail your messaging. That starts with a clear, compelling brand story. He recommends using narrative frameworks—such as Donald Miller’s StoryBrand—to organize your pitch around:
- The status quo your audience is experiencing
- A clear pain point or conflict they face
- How your fund or advisory service provides the resolution
This storytelling framework works whether you’re pitching on a podcast, a webinar, or a conference panel. Andy stresses that you should be able to tell this story in both a 30-second version and a 30-minute deep dive, depending on the interview format.
Step 2: Create a One-Sheet
Once your story is clear, the next step is to create a professional one-sheet to pitch yourself to podcast hosts. This should include:
- A recent headshot
- A short bio
- 2–3 suggested interview topics
- 4–6 suggested interview questions
- Contact information or booking link
Andy emphasizes that a clean, credible one-sheet makes it easy for hosts (or their producers) to say yes. The key is to frame your suggested topics in a way that aligns with the show’s audience—not just what you want to talk about, but what the listeners will find valuable.
Step 3: Book Yourself (or Use a Booking Service)
The final step is booking yourself on shows. You can pitch directly, especially if you already have relationships or know the space. But Andy recommends considering a podcast booking service, especially for busy GPs or advisors. There are dozens of these firms today, offering a wide range of pricing models—from done-for-you premium services to more DIY approaches.
Andy stresses the importance of consistency. One interview isn’t enough to move the needle. But appearing on two relevant shows every month for a year creates a powerful content trail. Over time, prospective investors searching your name will encounter those interviews, strengthening your credibility and offering a “warm touch” before they ever schedule a call.
Long-Term Value and Strategic Leverage
Beyond direct lead generation, Andy points out that podcast interviews build a durable digital footprint. Your interviews live on YouTube, Spotify, Apple Podcasts, and other search platforms—often for years. They also give you great content to repurpose across LinkedIn, email newsletters, and your own website.
He also reminds listeners that appearing on someone else’s podcast doesn’t trigger the same compliance concerns that might arise from running your own show. That makes this a particularly smart strategy for financial professionals operating in regulated environments.
Conclusion
Andy closes the episode by encouraging fund managers to get started—no need to overthink it or wait for perfection. The key ingredients are a strong story, a simple one-sheet, and a commitment to show up regularly. With minimal cost and a high trust factor, podcast interviews are one of the most effective ways to market a fund or advisory service in today’s media landscape.