Authors & Speakers Network Blog with Larry James

Wednesday, September 26, 2012

What’s the Good of Talk Radio Appearances if I Can’t Pitch My Product?

Filed under: Promotion,Radio Talk Show Tips — Larry James @ 7:00 am
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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.

Radio-Talk-Show11Show 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!”

Marsha-with-Signature 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!

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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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