Welcome to the next installment of my series: 50 Tips on How to Be a Top TV Guest. Here’s another 10 tips to help you capitalize on the valuable air-time when you appear as a television guest.
1. Use “Tips” as part of your segment! If your topic offers helpful advice then tips are a great way to communicate your message. Television producers want to provide their viewers with useful content presented in a manner that is easy to understand. Develop five tips that solve a problem your topic addresses. Are you a fitness guru with a unique formulation for fat loss? Then offer five fat burning tips! Does your book offer advice about how to live a happier life? Then come up with 5 ways to live happier today!
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3. Monotone doesn’t work. The alteration of your pitch and tone will keep your audience interested. Stay animated. It’s not only what you say, but how you say it that counts!
4. Prepare for personal questions. The job of aproducer is to do research for the host about you and your topic, in preparation of your interview. If simple web research unearths two previous bankruptcies and you are promoting a CD series on how to make millions… be prepared! Often the best comeback is a real and even comical answer. It will not only endear you to the audience but can deflect the tone of an antagonistic interviewer.
5. Don’t overload your interview with statistics. Use stats and numbers wisely. For example, if you have written a book about natural methods of preventing diabetes, the fact that 20.8 million Americans are diagnosed with diabetes is important. But if you also mention that 85,000 diabetics have their feet amputated and 12 million people will go blind from it - these statistics will create more of an emotional impact on the host and viewers.
6. Double-check your contact information. Before you go on-air, make sure your website is up, your toll free phone number is working and you have a list of the retail outlets where your book can be purchased. Why? If you share the incorrect contact information during your interview, you defeat the whole purpose of your appearance. Also, if you give a great interview and viewers can’t find your book, the TV station will get overloaded with calls from viewers asking for information - and reflects poorly on you as a guest.
7. Record and critique your interviews. Watch your interview numerous times and observe the different elements of your performance. How well did you answer the questions? Did your clothes send the right message? What did your body language say about you? Did you seem natural or rehearsed? Did you remember all of your sound bites? Did you interrupt the host? Identify the points you felt were weak and do whatever you can to strengthen them before your next interview.
8. Look good / feel good. Sleep and good nutrition are obviously important to our daily mental and physical well being; it makes us look better, feel good and think clearly. But these health points are even more important when you factor in the stress of an important media interview. So try to get a good night’s sleep - and a healthy breakfast before your interview. Don’t overdose on the caffeine either! You want to be at the top of your game for your TV appearance.
9. Be gracious on and off the air. Remember to thank the host for the interview while you’re still on-air. Make sure to thank the producer as well. It’s also a good practice to send a brief thank you note to the host and the producer. It’s good manners and presents you as a consummate professional. It can also increase your chances of being remembered in the future, when they need to interview an expert on your topic.
10. Prepare for the pre-interview. When it comes to National TV, you may be asked for a “pre-interview”. Don’t take this lightly. Be prepared with your message; be energetic, informative and appropriately entertaining. The interview isn’t completely secured until you pass this test!
Welcome to the newest installment of my series: 50 Tips on How to Be a Top TV Guest.
Here’s another 5 tips to help you capitalize on the valuable air-time when you appear as a television guest.
1. Double-check your contact information. Before you go on-air, make sure your website is up, your toll free phone number is working and you have a list of the retail outlets where your book can be purchased. Why? If you share the incorrect contact information during your interview, you defeat the whole purpose of your appearance. Also, if you give a great interview and viewers can’t find your book, the TV station will get overloaded with calls from viewers asking for information - and reflects poorly on you as a guest.
2. Record and critique your interviews. Watch your interview numerous times and observe the different elements of your performance. How well did you answer the questions? Did your clothes send the right message? What did your body language say about you? Did you seem natural or rehearsed? Did you remember all of your sound bites? Did you interrupt the host? Identify the points you felt were weak and do whatever you can to strengthen them before your next interview.
If you want to receive articles like this in your inbox every week from PR Guru Marsha Friedman, CEO of EMS Incorporated, sign up below:
5. Prepare for the pre-interview. When it comes to National TV, you may be asked for a “pre-interview”. Don’t take this lightly. Be prepared with your message; be energetic, informative and appropriately entertaining. The interview isn’t completely secured until you pass this test!
Welcome to the next installment of my series: 50 Tips on How to Be a Top TV Guest. Here’s another 10 tips to help you capitalize on the valuable air-time when you appear as a television guest.
1. Use “Tips” as part of your segment! If your topic offers helpful advice then tips are a great way to communicate your message. Television producers want to provide their viewers with useful content presented in a manner that is easy to understand. Develop five tips that solve a problem your topic addresses. Are you a fitness guru with a unique formulation for fat loss? Then offer five fat burning tips! Does your book offer advice about how to live a happier life? Then come up with 5 ways to live happier today!
2. If you’re pitching local TV, find the local angle. Local network affiliates are extremely valuable, so a great method to grab the producer’s interest is to find the local tie-in for your topic. If you are a real estate guru, before going on air do your homework and find out what the real estate market is like in that city. Have you written a book about the American economy? Be prepared to talk about the economic climate in that particular city. By highlighting a local angle, your interview will resonate more with the host and the viewers.
If you want to receive articles like this in your inbox every week from PR Guru Marsha Friedman, CEO of EMS Incorporated, sign up below:
4. Prepare for personal questions. The job of aproducer is to do research for the host about you and your topic, in preparation of your interview. If simple web research unearths two previous bankruptcies and you are promoting a CD series on how to make millions… be prepared! Often the best comeback is a real and even comical answer. It will not only endear you to the audience but can deflect the tone of an antagonistic interviewer.
5. Don’t overload your interview with statistics. Use stats and numbers wisely. For example, if you have written a book about natural methods of preventing diabetes, the fact that 20.8 million Americans are diagnosed with diabetes is important. But if you also mention that 85,000 diabetics have their feet amputated and 12 million people will go blind from it - these statistics will create more of an emotional impact on the host and viewers.
Thank you in advance for participating in our survey! EMSI will soon be starting a FREE WEBINAR SERVICE in order to provide valuable advice on how to obtain national media exposure. With that in mind, let us know what topics would interest you the most! Thanks again!
Watch this keynote session video with Marsha Friedman which was held at the Power Marketing Seminar recently and find out:
What are the most powerful options to obtain PR and publicity for your product
Which of these is king for your product - TV, Radio or Print, and why
What are the ways the achieve the most powerful impact with TV, Radio and Print
What steps do you need to follow in order to achieve National Publicity
Download Power Marketing Training Video with Marsha Friedman
As you watch this video you will find new ways think about using TV, Radio and Print for your product. Type your notes here and ask any questions you have. They will be answere either by Marsha herself or one of her highest level marketing specialists.
“Bookstores are the meeting place of the 21st Century,” says Marcia Bliss of Bliss Connections in San Diego. In working with authors to help them promote their books, she cites numerous benefits of book signings:
But, for those thousands of authors whose names don’t inspire instant recognition, the value in booksignings may have more to do with the following:
HIDDEN VALUE #1 -DISTRIBUTION IN EVERY MARKET! It’s a known fact that distribution is a problem for publishers of all sizes. The reason is simple - with over 100,000 new books coming out each year, bookstores have to be very selective about the inventory of titles they choose to keep on their shelves.
But, when a bookstore agrees to schedule an author for a booksigning, that store will automatically order a significant number of copies for the booksigning event - forcing distribution into each market the author is doing a signing in!
HIDDEN VALUE #2 -FREE ADVERTISING AND PROMOTION! As book- stores normally promote their books igning events through promotional mailings to their book buyers or through newspaper advertisements, your author becomes the beneficiary of the store’s advertising in every city he or she is touring.
HIDDEN VALUE #3 - FREE MERCHANDISING THAT NORMALLY COSTS THOUSANDS OF DOLLARS! Let’s face it - stores are highly motivated to promote book signings as these events are known to be a successful action for bringing people into bookstores and stimulating sales. Prior to a scheduled book signing, stores will often set up aprominent display of the author’s book along with other high quality promotional material provided by the publisher.
HIDDEN VALUE #4 - WORD OF MOUTH PROMOTION! When authors are at booksignings they have the opportunity to meet all the sales people at the individual stores. Those authors smart enough to recognize the value of this opportunity will take the time to introduce themselves, shake hands, talk about their book and make each person feel very important (as they are!).
Then, when asked about a book on the author’s topic, you can bet those sales people will recommend that author’s title, as it will no longer be just one of the thousands of titles sitting on the shelves!
Bill O’Reilly, host of Fox News Channel’s The O’Reilly Report, was quoted in Talkers Magazine about how he cracked the bestseller list.
“In the beginning, we couldn’t get on Good Morning America, or the Today Show or any of that. Elite newspapers wouldn’t review the book. We had to rely on talk radio,” O’Reily said. “Talk radio has shown a much better return (than our advertising dollars).”
There’s no doubt that talk radio is a great vehicle for authors, because it allows them to give in-depth answers and puts them in direct communication with people who may want to buy their book.
But talk radio is not what it used to be.
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The reasons for this are two-fold. First, there are not as many big stations that accept talk show guests - many have gone to a music format or no longer accept guests that have a product or service to sell. Secondly, the amount of time an author will probably be on the air has dwindled. Radio talk shows have found that listeners are more likely to stay tuned if they have 3 10-minute guests on a show than one guest for 30 minutes.
So if you want your book to sell, you now have to pound the pavement and knock on every door.
Fortunately, in radio publicity, quantity works. There are hundreds of radio stations, and book authors shouldn’t thumb their noses at some of them just because they don’t have a hot host or 5,000 watts. Even with a 1000-watt station, you are still reaching an audience. Look at it this way. If a 1000-watt radio station has only 100 listeners, you might say it is not worth the trouble. But what if you could go to an auditorium and talk to 100 people about your book? Would you go? Of course you would. Not only that, but small stations allow you to practice for that big interview down the road.
A rookie baseball player doesn’t throw his first pitch against the New York Yankees. In print publicity, an author’s first interview is rarely with The New York Times. But an author who has had an interview with a hometown newspaper and a couple of magazines will be more prepared if The New York Times does call.
The Plus Side of Small-Station Bookings
It is the same thing with radio. It takes at least 10 radio interviews before most authors get comfortable behind the microphone. Small power radio stations allow you to practice how to be a great guest.
Some people seem born to be great communicators but an author’s expertise is in the written word, and it is rare to find a great author who is also a great verbal communicator. First time authors are especially prone to stage fright - yes, even on radio.
Typical errors for first time guests include not giving out the Web site address or 1-800 number, or not giving them out frequently enough. It’s also a mistake to mention these too often and upset the host, who will let you know that the show is not an infomercial. Technical authors have a tendency to slide into techno-babble, and even good guests inevitably walk out of their first few interviews knowing they could have been better. When first-time authors make these mistakes (and they will), it is best if huge audiences do not hear the error.
Booking small stations in quantity to get a high number of interviews helps you to get the explanation of your book down to a succinct few words. Talking with multiple interviewers, even though they don’t have huge audiences, will enable you to crystallize your thoughts on your book. It may even give you new ideas about your topic that you never realized before the interviews.
Booking small stations can be also an adventure. Be prepared to run into some hosts who are unprofessional, and make sure you confirm an interview at least twice before you will be on the air. Most of these hosts will not be as prepared as their big-time counterparts (meaning they probably have not read your book), so you’ll have to be ready to walk them through the major topics. Prepare for these interviews as though you have just met someone on the street for the first time and you are telling them about your book.
But if the hosts are not as prepared as they should be, you should still be on your toes. Very bright people listen to some very small radio stations; so don’t talk down to your audience.
Sorry; nothing will surely save you from the 1000-watt radio station in Peoria that is being hosted by a kid right out of broadcast school. But remember, even that small-time interview may prepare you for the big time.
But as good as these interviews are, they can be made even more effective.
As with most things, there are insider pr techniques that can help radio and TV interview “first-timers” do a powerful job. In fact, here are eight:
1. Like the Boy Scouts, “Be Prepared.” Before going on, make sure you’re fully prepared with facts, figures and anecdotes to talk about when you’re on the air. Use a “cheat sheet” with your best info. The audience can easily detect the difference between a guest bursting with knowledge…and one who’s “knowledge well” is quickly drying up. The latter will lose the audience’s attention and any credibility they had been building.
2. Practice makes perfect. One of your key challenges is staying “on-message.” Radio/TV hosts and audiences have a way of yanking you off course. Your challenge will be to know how to keep your on-air balance. If you’re new to the media game, consider getting a media coach. If you already have media experience and just need to sharpen your skill, practice mock interviews with friends or associates. Be sure you’re fully prepared to handle ANY questions that come your way.
If you want to receive articles like this in your inbox every week from PR Guru Marsha Friedman, CEO of EMS Incorporated, sign up below:
4. Keep the interview pipeline full: You should conduct as many media interviews as possible. Talk radio interviews can be an unsurpassed way of informing millions about your product…without leaving the comfort of your home or office.
5. Be available at a moment’s notice. Media appearances should be thought of as “instant promotional opportunities,” and you need to be available when they are. That means day or night. Being on the air, often and at any time, will boost your company’s visibility… and sales!
6. Sparkle on air. Enthusiasm speaks loud and clear. To keep the audience attentive, you need to maintain a high level of interest through the interview. No matter if it’s your first or hundredth!
7. Keep the audience listening. Always remember that media is about entertainment first. The trick, of course, is to be both informative and entertaining. Do that and you’ll often find the host jumping in to help you promote your message!
8. Good time management. Key to success with media interviews is how effective you use air-time. A great interview—or a complete bust—will hinge on how well you keep these three things in mind:
1. Be entertaining,
2. Be informative, and
3. Educate.
Well, that’s it. These 8 tips should help you with your media interviews.
The number of talk radio stations has grown into the thousands with millions of Americans now using talk radio as their main source for news and information. Plus, the right people are tuning in. A recent survey in Talkers Magazine has found that talk radio listeners are affluent, educated, active and diverse. So talk radio campaigns are definitely a valuable, cost effective marketing tool!
“As a result of EMSI’s talk radio campaign, we’ve not only increased our direct sales, but our stores are calling to restock their shelves and we’ve obtained more distributors! In the past we’ve tried all kinds of marketing, advertising and public relations schemes, but this has been by far the most productive.”
Once you have decided on using a talk radio campaign the next challenge is choosing the right public relations firm to help you gain quality media exposure for your products. This is where EMSI comes in. We have been booking our clients on talk radio for nearly 20 years and are one of the top resources for guests that radio hosts and producers rely on. If you want to get your book, products or service the quality exposure they deserve on talk radio, let me give you 5 important reasons why you should choose my firm:
Our services are one of the best bargains in the world of public relations. The plain truth is most PR firms charge more than we do…add to that the fact that few, if any, offer anything like our guaranteed public relations services.
At EMSI our definition of the word “guaranteed” (when it comes to our talk radio campaigns) is that when you pay for 15 interviews you get 15 interviews. Period. We don’t work on a best-efforts basis. We will never say, “We tried our hardest but could only get you 14 interviews.” You will be interviewed on however many shows you pay to be interviewed on!
2. NO MONTHLY RETAINERS!
At EMSI we do not believe in collecting a retainer fee. Instead we charge on a per-interview basis, with a minimum campaign of 15 radio interviews. Our clients pay up front, but we offer a money back guarantee. This is unheard of in our industry, but the reason we can offer this guarantee is because we are that sure of our ability to get results for our clients! We can arrange interviews for you on 15 talk radio shows in the Top 100 markets for the unbeatable price of $5,250. These interviews are on high-powered stations and will most likely include nationally -syndicated shows.
3. News and Experts!
At EMSI our knowledge of the talk radio industry is second to none. Our team consists of former talk show hosts, news producers and program directors. We follow the news daily and know how to develop hot angles that grab the media’s attention. We’re also in daily communication with countless talk show hosts across the country and know the right shows that are a perfect match for each of our client’s topics. This translates into quality exposure.
We only select clients and topics that are a good match for talk radio as we are paid on a performance basis and if we don’t deliver, we don’t get paid. In fact, this is one of the reasons we are considered to be a top resource for hosts and producers - we know what they are looking for and only give them guests that will enhance their shows.
Immediate Exposure!
With our talk radio campaigns, our clients are up and running faster than almost any other kind of advertising or marketing. Once you come onboard you can be on the air within two to three weeks! And, because talk radio keeps up with the changing times and topics, we continuously create new angles that reflect current events, to keep you on the air and in the news on an ongoing basis.
One Last Thing…
We offer free media coaching to all of our clients! Why? With nearly 20 years experience under our belt, we know that the success of your campaign is completely dependant on your ability to give a good interview and promote your book, products or service at the same time. With that in mind, we want to do everything in our power so that you’re fully equipped to take advantage of the quality air-time we get you.
To find out if you qualify for EMSI’s talk radio campaign, call my partner Steve at 727-443-7115, Extension 202 or email him directly at steve@emsincorproated.com
EMSI has a great team that delivers real results. Between the TV interviews, radio shows, print opportunities and Internet coverage, they put me on the map.
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EMSI has a great team that delivers real results. Between the TV interviews, radio shows, print opportunities and Internet coverage, they put me on the map.