Marsha Friedman, Guest Author
Here’s how to be a great talk show guest and how you’ll benefit. Sometimes people are surprised – OK, dumbfounded – when I explain that they shouldn’t pitch their product during their radio talk show interview.
“What?” they say. “Isn’t that why I’m on the show??”
Actually, no.
Show hosts don’t want to sell your book, product, or services. They want to provide information and entertainment that keep their listeners tuned in and paying attention. If you get on a show and pitch what you’ve got to sell, you’re a commercial – not entertainment. And that’s the fastest way to get your interview cut short or killed entirely.
So what’s in it for you?
Being interviewed on a talk show:
1. Positions you as an expert in your field.
2. Gains you (and your product/company/book) the implied endorsement of mainstream media.
3. Puts your name and the name of whatever you’re selling in front of a large audience.
In return, you give a great interview with useful information, educated opinions and entertaining anecdotes shared with friendly enthusiasm. That way, the talk show hosts keep their listeners tuned in, which helps them sell all those commercial spots – you know, the ones people tune out.
The best way to ensure you have a successful interview is to forget you’ve got something to sell and work your marketing efforts around the goal of being the perfect radio guest. How?
Don’t position yourself as an author or executive. Instead, position yourself as an expert on your topic or your industry. Sell only your depth of knowledge and your ability to help answer key questions about some aspect of your topic that may have been in the news recently. For instance, a realtor can talk about escaping foreclosures. A stockbroker can talk about how to manage your own portfolio. Experts on just about any topic can look to the newspaper and find stories related to their expertise. Find that news story and shape your media pitch around it, and include the fact that you have expertise in the field.
Engage the host. The host is your most important audience. People are usually fans of particular shows because they’re interested in what he has to say, so if you can engage him, you will engage his audience. Talk candidly and openly about your topic in relationship to the current events surrounding it. Make sure your advice is honest as well as conversational, and try to be as natural as possible. Listeners will be able to sense whether your interview is genuine. But don’t worry about entertaining them; entertain the host.
Don’t sell. Stay on topic during the interview, and when appropriate, mention the free material on your website that could benefit the host’s listeners. If you engage the host, give a great interview and offer helpful information, you don’t have to worry about selling anything. The host will do it for you. He’ll make sure his audience knows you’re an expert, he’ll share your website’s address, he’ll mention the name of your book or he’ll talk about the value of your product. He’ll do the promotion for you.
Have a website that does more than sell your product. If you are an author, provide free “tips articles” that explain your topic or your viewpoint in an informational manner. If you’re selling a product, create free reports or articles for your site that lay out the problem your product solves, again, in an educational tone.
With your great interview, you can drive radio listeners to your website in a non-commercial way that doesn’t make you sound like a carnival barker. The host appreciates you not sounding like an infomercial and urges his loyal audience to visit your site. If you’re really good, the host may even ask you back again.
And you achieved all this simply by resisting the instinct to “sell,” and focusing your efforts on helping the radio host offer listeners a good show!
BONUS Article: Radio Talk Shows
Radio Talk Show Tip
Speak in Soundbites on Radio Talk Shows!
Radio Station Checklist: “Stuff” You NEED to Know & Do BEFORE You Go on the Air!
FREE 25-page eBOOK – “How to Book Radio Shows and Be a Great Guest!”
Copyright 2012 by Marsha Friedman. Reprinted with permission. Marsha Friedman launched EMS Incorporated in 1990. Her firm represents corporations and experts in a wide array of fields such as business, health, food, lifestyle, politics, finance, law, sports and entertainment. She consults individuals and businesses on a daily basis and is frequently asked to speak at conferences about how to harness the power of publicity. Outside of the office, she is also the founder of a non-profit organization called the Cherish the Children Foundation. In 1996 the White House recognized her charity which sets out to raise awareness of the plight of underprivileged and foster children. Visit Marsha’s Website!
Authors & Speakers Network Blog
Larry James is a professional speaker and the author of three relationship books, “How to Really Love the One You’re With: Affirmative Guidelines for a Healthy Love Relationship,” “LoveNotes for Lovers: Words That Make Music for Two Hearts Dancing” and “Red Hot LoveNotes for Lovers.” His newest book is “Ten Commitments of Networking.” Larry James also offers “Author & Speaker” coaching. Contact: AuthorsandSpeakersNetwork.com, P.O. Box 12695, Scottsdale, AZ 85267-2695. CelebrateLove@cox.net – More than 110 articles especially for Authors & Speakers at: www.AuthorsandSpeakersNetwork.com
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First, it’s important to understand the pressure stores are under right now. With the increased focus on publishers to get their authors out there, bookstores are being given most of their marching orders by their corporate office. Bookstore shelf space is bought and paid for by the New York publishers makinggetting on the shelves or display racks a bit tricky if not impossible. So here’s a game plan for those of you trying to survive outside of the traditional market.
3. Buy a book. Don’t just wander the store trying to make friends: shop there. Support your local stores regardless of whether they are a chain or independent. You’d be surprised what a difference this makes when you’re trying to get to know the folks who could book you for an event.
Copyright 2012 – Penny C. Sansevieri. Penny C. Sansevieri, is CEO and founder of Author Marketing Experts, Inc., is a best-selling author and internationally recognized book marketing and media relations expert and an Adjunct Instructor with NYU. Her company is one of the leaders in the publishing industry and has developed some of the most cutting-edge book marketing campaigns. She is the author of five books, including “
I’m sure Janet Jackson never intended to bust out of her bustierre during the Super Bowl halftime show in 2004. Talk about a shot heard ‘round the world! More recently, President Obama demonstrated that even the leader of the free world is not immune from the live slip-up when he was caught on a hot mic asking Russian President Medvedev to wait until after he’s re-elected to talk missiles.
• Don’t do your “elevator pitch.” Pay close attention to the host’s questions, so you can answer them directly; don’t go into your stock pitch right off the bat! That will annoy almost any host and prompt them to repeat the question, which will make you look a bit foolish. If you’re concerned about getting a question for which you’re unprepared, try to talk to the producer in advance about what you’ll be asked. If the producer is vague, or doesn’t give you the exact questions, prepare the best you can. If you don’t know the answer to a question, be honest and tell the host, “I don’t know because it’s not my area of expertise.” Don’t wait for the host to respond; instead, immediately move on to your talking points. 
2. The way you look is critical, because your appearance affects how the audience perceives you.
6. During the interview, if the host motions for you to look at a monitor, it’s because the video or graphics being displayed is what the audience is seeing on their screen. You should comment on what the viewers are seeing and, if appropriate, use this opportunity to convey your message.
In your specific niche blog website, you create focused information to share with your target audience–the ones who wants solutions for their concerns, information they can use, and for fiction, entertainment and education.
7. Because, this kind of marketing is free after you set up your WordPress blog.
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How can you participate?
I also have a red stamp that I post at the beginning of the book that says, “Compliments of Larry James, CelebrateLove.com!” I will often drop an additional business card in their candy baskets. 
Consider using this tool to give away sample chapters from your book, an audio recording, an eBook, special report, white paper or just about any kind of digital product that has value with your audience. You can sign up at: 
3. Set up an event at your neighborhood bookstore. Do an event and not a signing, book signings are boring!
In my recent Book Promotion Strategies Survey, 68 percent of the respondents said that they spend fewer than15 hours a week on book promotion, and 24 percent spend fewer than five hours a week. 
Copyright © 2011 – Dana Lynn Smith. Dana is a book marketing coach and author of the 
