We identify your ICP, book them as interview subjects in your newsletter — written or live — and convert the relationship into a sales meeting. The newsletter is the door. The interview is the introduction. The meeting is the outcome.
90-day ramp with monthly milestone guarantees.
00 · Read this first
The B2B podcast world figured out a decade ago that the highest-converting move isn't downloads — it's interviewing the prospects you want as customers. Sweet Fish Media, Content Allies, Rise25 all sell variations of the same play: source your ICP, invite them onto your show, build the relationship in long-form conversation, hand the warm meeting to your sales team.
Audience-to-Interview ports that play to the newsletter medium. Same logic, lower production overhead, larger addressable audience, faster turnaround. Written interview formats work where podcasts can't — text-first industries, async-friendly executives, anyone who'd rather respond in writing than block 45 minutes on calendar. Live recorded interviews work where podcasts always have.
The deliverable isn't downloads. It's booked meetings with the people you interviewed — and the named accounts they bring with them.
01The premise
Every B2B sales motion starts with the same problem: your prospects don't want to take a sales call. They want fewer meetings, not more. Cold outreach gets ignored. Paid ads get skipped. The conversation you actually need — the one where they tell you what they're trying to do and why — has to happen somehow.
An interview is a sales call inverted. The prospect is the expert, you are the audience. The agenda is their experience, not your pitch. They get exposure to your readership; you get 30–45 minutes of their attention. By the end of the conversation, the relationship exists. Nothing has been sold, but the door is open.
The podcast version of this play has been running for a decade. It works because commitment to an interview is a small enough yes that prospects say it — and once they've said it, the foundation for the larger yes is in place. The newsletter version inherits all of that, with three structural advantages: shorter production cycles, written-format flexibility, and direct embed in the audience asset you already own.
02The method
We work with your sales leadership to translate your ICP into a list of 300 named individuals — the people you'd most want as customers, partners, or strategic referrers. Title, company, deal-size relevance, and timing all factor in. The list is signed off before any outreach goes out.
Outreach goes out as an editorial invitation — "we're featuring [topic] in this week's newsletter, and we'd like your perspective." Your existing newsletter provides the credibility. If you don't have one yet, we'll build the audience layer first via Selective Distribution or Audience-to-Pipeline.
Two formats — written Q&A (we send 6–8 prepared questions, edit the responses, send a polished draft back for approval) or live recorded (30–45 min Zoom or in-person, transcribed and edited into the feature). Sales-relevant context is captured off-record for follow-up.
The interview ships as the feature in your weekly newsletter — under your masthead, in your ESP, on your domain. The interviewee receives a custom social pack (LinkedIn post, shareable quote graphics, email pre-write) for distribution to their network — which compounds the audience you own.
Two to three weeks after the interview goes live, we coordinate the transition: "now that we've featured you, would you have 30 minutes to hear how we'd work together?" The meeting goes straight to your AE — pre-warmed, pre-credentialed, and pre-context'd. Booked meetings are billed per outcome.
03Two formats
Use both formats in the same engagement. Written suits async executives and text-first industries. Live suits show-driven verticals and senior buyers who'd rather talk than type. Both convert at similar rates.
A 6–8 question Q&A delivered in writing. Subject answers on their schedule; we edit for clarity and flow; they approve the final draft before publication.
A 30–45 minute recorded conversation — Zoom or in-person. Transcribed, edited into the newsletter feature, plus audio and video repurposing across channels.
04The math
06The guarantee
Cumulative target: 9 published interviews and 9 booked meetings in 90 days. If we miss any monthly milestone, we work free for the following month until the gap closes.
07Engagement structure
08Fit
09 · Next steps
Inquiries are screened against the six fit criteria above before scope conversations begin. Qualified prospects get a 30-minute scoping call with the founder and — if there's mutual fit — a written proposal within 5 business days.