In the latest episode of the Authority Builder Podcast, I sat down with Tom Schwab, founder of Interview Valet and the “godfather of podcast interview marketing.” We dove deep into how authority—not competition—is the real challenge for professional service providers, and why building trust with both humans and AI is now essential for growth.

Why Authority, Not Attention, Wins

Tom opens with a powerful truth: for consultants, coaches, and advisors, the biggest challenge isn’t competition—it’s obscurity. You might be the best in your field, but if your ideal clients don’t know you exist, your expertise won’t matter. Authority is what gets you noticed and trusted.

Tom’s journey began as an engineer running nuclear power plants, then moved into corporate America, and later, e-commerce. After building and selling a successful business, he realised that guest blogging was losing its impact. In 2014, he hypothesised that podcast interviews could be the new way to tap into other people’s audiences and transfer authority. It worked so well that Interview Valet was born, and the rest is history.

Podcasting: The Most Natural Marketing Tool

Podcasting has evolved far beyond its iPod roots. Today, podcasts are everywhere—YouTube, social media, TikTok, and more. Tom points out that the real magic of podcasting is its authenticity. Unlike written content, which can be easily generated by AI, conversations reveal your true self. This authenticity resonates with both people and AI, making your marketing more effective and your sales process smoother.

Tom emphasises that better marketing makes sales easier, especially for high-ticket services. When prospects hear your voice, understand your vision, and see how you approach problems, they’re either drawn to you or realise you’re not the right fit. Either outcome saves time for both parties.

Authority Over Attention: What Really Matters

Many believe that more attention equals more business, but Tom disagrees. He argues that value and profits come from ideal clients, not just more leads. Podcasting allows you to showcase your expertise, attract the right people, and repel those who aren’t a fit. Authenticity accelerates the know, like, and trust process, which is crucial for high-value service providers.

Marketing Is Not a Vending Machine

Tom debunks the myth that marketing is transactional. For high-value services, it’s about intentionally seeding the market with your content and expertise. He shares that today, AI is indexing podcasts and using them as a source of authority. This means your podcast interviews can become a key referral source—not just for people, but for AI engines like ChatGPT.

AI as a Referral Partner

In mid-2024, Tom noticed a shift: clients were being referred by AI, specifically ChatGPT. By late 2024, AI had become Interview Valet’s best referral channel. AI looks for long-form, human-generated content, and podcast interviews fit the bill perfectly. Tom’s team now intentionally creates and repurposes podcast content to maximise their share of voice and positive sentiment in AI’s eyes.

Effective Beats Efficient

Tom warns against chasing efficiency at the expense of effectiveness. While AI can help you scale content, it’s the quality, human-driven conversations that stand out. Repurposing podcast interviews into shorts, clips, and written content multiplies your reach without sacrificing authenticity.

How to Choose Podcast Topics That AI (and People) Love

AI isn’t just about keywords—it’s about ideas and context. Tom suggests recording all your calls and reviewing transcripts to identify common questions and topics. Vary your podcast topics and angles to avoid repeating yourself. Tailor your content to specific audiences and contexts, ensuring it’s always relevant and valuable.

Transcripts and Indexing: What Matters

While some SEO experts recommend posting full transcripts, Tom believes it’s not essential. Major platforms like YouTube and iTunes already generate transcripts for accessibility, and AI pulls content from these reliable sources. Focus on creating quality content and let the platforms handle the technicalities.

Guesting vs. Hosting: Which Is Right for You?

Should you start your own podcast or focus on guesting? Tom says it depends on your goals. Hosting is great for nurturing existing leads and clients, while guesting is ideal for reaching new audiences. If you’re launching a new show, start by guesting on other podcasts to build momentum and attract listeners.

Pre-Call Nurture: Warming Up Prospects

Tom shares a smart strategy: before a sales call, send prospects a podcast interview that matches their interests or industry. This warms them up, accelerates the sales process, and positions you as an authority before you even speak.

Recycling Content for Maximum Impact

Don’t let your podcast content gather dust. Repurpose each episode into multiple formats—blogs, emails, social posts, and more. This not only saves time but also reinforces your message and authority across different channels.

Finding Your Ideal Clients: The “Heck Yes or No” Filter

Tom is clear about only working with clients who are a perfect fit. If he can’t deliver great results, he’ll say no. This approach leads to happier clients, lower churn, and a stronger brand. He encourages service providers to be selective and focus on long-term relationships, not just quick wins.

Scaling with Systems and AI

Despite offering a white-glove service, Tom has managed to grow Interview Valet by 25% a year without adding headcount, thanks to smart systems and technology. He stresses the importance of thinking long-term and building processes that support sustainable growth.

Practical Steps to Build Authority in 30 Days

• Get over yourself: Your expertise can help someone. Don’t let self-doubt hold you back.
• Take action: Start small. Identify five podcasts your ideal clients listen to and engage with them.
• Give before you ask: Listen, review, and share podcast content before pitching yourself as a guest.
• Be consistent: Commit to your chosen strategy for at least a year. Authority compounds over time.

What to Stop Doing

Stop chasing every shiny new marketing tactic. Pick one approach, stick with it, and give it time to work. Consistency and focus are key to building lasting authority.

Ready to Build Your Authority?

If you’re a founder or service provider who wants to build real authority and attract ideal clients, Tom and his team at Interview Valet can help. Visit interviewvalet.com/ab for resources, a free assessment, and to connect with Tom directly.

Listen to the full episode: Guesting, Growth, and the New Rules of Authority, with Tom Schwab on Buzzsprout.