December 24, 2022
How to sparkle on Interpreting Wine: The 3-Step Plan for avoiding a flat podcast performance
collage. beautiful faces. elements from three time periods: 2020, 1820 and 1620. Photo realistic. minute details
As a wine brand, appearing on Interpreting Wine is a great opportunity to reach a trade audience in multiple geographic locations, including key export markets in the United Kingdom and United States. Lawrence is a well-respected host in the wine industry, and being a guest on his podcast can help you achieve your long-term business outcomes.

When communicating in an audio-only format it’s important to bear in mind that this is a particularly intimate channel that amplifies everything you say. Especially when Interpreting Wine is known for long-format content lasting over 30 minutes and the audience is made up of real wine influencers, including importers, wine writers, sommeliers and retailers.

Here, we’ll outline three steps to help you prepare for a guest appearance on Interpreting Wine with Lawrence: brainstorming ideas beforehand, recording and sending your talking points to him for feedback, and applying best practice from media training. By following these steps, you can ensure that you are well-prepared and make the most of this unique opportunity to engage the international wine trade at scale.

Brainstorm ideas beforehand

Before appearing on the podcast, it’s important to have a clear idea of what you want to say. For example, you might want to refresh what you are saying based making a greater connection with the UK based trade audience. To do this, you can use various mental models for creative thinking to brainstorm ideas beforehand. Mental models are frameworks that help you think about a problem or challenge in a structured way, and can be useful for generating new ideas and finding solutions.

Here are two mental models that you can use to brainstorm ideas for your podcast appearance:

SCAMPER: This mental model was developed by Bob Eberle and consists of seven different prompts that you can use to come up with new ideas. These prompts are Substitute, Combine, Adapt, Modify, Put to other uses, Eliminate, and Reverse. For example, you might use the prompt “Substitute” to brainstorm ideas for substituting one element of your brand’s story or message with something else, or the prompt “Combine” to brainstorm ideas for combining different elements of your brand’s story or message in new and useful ways.

Six Thinking Hats: This mental model was developed by Edward de Bono and involves using six different “hats” or perspectives to brainstorm ideas. The six hats are White (neutral and objective), Red (emotional and intuitive), Black (logical and critical), Yellow (positive and constructive), Green (creative and innovative), and Blue (overview and control). By switching between these different hats, you can brainstorm ideas from a variety of different angles and viewpoints, which can help you come up with more diverse and creative ideas. Preparing to tell your story from different perspectives will help engage different members of the audience more fully.

Record your talking points and send to Lawrence for feedback
After you have brainstormed ideas and identified your key talking points, it’s a good idea to record them and send them to Lawrence for feedback. For most Interpreting Wine guests it’s the first time they’ve ever appeared on a podcast, so think of this as a practice run before recording for real. When recording your talking points, do so in a quiet space, with your phone or microphone on a stand or shelf to ensure the best audio quality.

There are several benefits to seeking feedback on your talking points before a podcast appearance:

Improve your delivery: Feedback from the host can help you identify areas for improvement in your delivery, such as pacing, volume, or enunciation. By making adjustments based on the feedback, you can improve your delivery and make a stronger impression on the audience.

Clarify your message: Feedback from the host can help you ensure that your message is clear and on-point. By seeking feedback on your talking points, you can clarify any confusing or unclear points and make sure that your message is well-articulated.

Increase your confidence: Seeking feedback on your talking points can help boost your confidence and reduce any anxiety you might have about the podcast appearance. By getting feedback and making any necessary adjustments, you can feel more prepared and confident when speaking on the podcast.

Sending your talking points to Lawrence can also help you ensure that you are aligned on the topic and direction of the conversation. This can help avoid any confusion or misunderstandings during the actual recording and make the episode flow better and more enjoyable for you both.

Apply best practice from media training

To improve your delivery during the actual recording, you can use tips from media training. This type of training helps individuals and organisations communicate effectively with the media, and can be useful for anyone preparing for a podcast appearance. Here are three tips from media training that you can use to practise your talking points in advance:

Use pauses effectively: Pausing can be a powerful tool for emphasising your points and giving your audience time to absorb your message. By using pauses effectively, you can communicate your ideas more clearly and make a stronger impression on the audience.

Use vocal variety: Vocal variety refers to the changes in pitch, volume, and pace of your voice that can help you keep the audience engaged and convey your message more effectively. By using vocal variety when practising your talking points, you can add emphasis and interest to your delivery.

Use concrete examples: Using concrete examples can help make your message more relatable and easier to understand. By providing specific examples, you can illustrate your points in a way that is more memorable and engaging.

Use storytelling: Storytelling is a powerful tool for conveying your message and connecting with your audience. By using storytelling when practising your talking points, you can add interest and emotion to your delivery and make your message more impactful.

In conclusion, appearing as a guest on Interpreting Wine with Lawrence is a great opportunity for your wine brand to reach an international trade audience. That being said, the podcast format is different to other channels and the more you can prepare in advance, the better. By following these three steps – brainstorming ideas using mental models, recording and sending your talking points to Lawrence for feedback, and practising tips from media training – you can ensure that you are well-prepared and able to make the most of this opportunity. With some advance planning and practice, you can confidently and effectively share your knowledge and experience with Lawrence and his listeners, and help your wine brand work towards its long-term goals in 2024.

Related Posts
The camera focuses on the speaker, but attention given to the audience. Memorable audio elements in the room. A wide-angle shot of a co-working space room filled with relaxed people all wearing headphones and earphones, all raptly focused on a speaker on the podium at the front in front of a mic. The speaker is illuminated by a spotlight. The colors are bright and dramatic. The mood is one of anticipation and eagerness.
Raise a Glass to Increased Sales: Ten Expert Tips for Amplifying Your Appearance on Interpreting Wine podcast
Producing close to 500 episodes of Interpreting Wine podcast over the last half-decade I’ve learned many lessons. At the beginning, I used to obsess about podcast production:
Focus on protagonists faces. The colors are bright and dramatic. The chaotic energy of the city below them is juxtaposed with the peacefulness of the moment they share, creating a unique and beautiful connection amidst the chaos
From Chaos to Connection: How to Improve the Visitor Experience and Build Stronger Customer Relationships at Wine Trade Tastings

I remember one of the first wine trade tastings I ever attended. I was excited to try all of the different wines and meet the producers, but I quickly found the experience overwhelming.

A single photograph of an upmarket, bustling wine shop, Focus on the customers faces happily engaged in the task of chooising. one particular bottle stands out. stylised. fashion photographer inspired
Don’t Get Lost In The Crowd: The Six Wine Stories Your Must Tell To Set Your Brand Apart In 2023
Producing close to 500 episodes of Interpreting Wine podcast over the last half-decade I’ve attracted listeners from the whole wine sales cycle, including importers, buyers, sommeliers and retailers.

Join an upcoming FREE group webinar live on ZOOM

We’ll cover

· What to say to increase audience engagement by 400%
· How to say it to engage more of the right customers
· When to say it, to increase the reach of your live events
· Discussion and live feedback on what’s working for you