Four Tips To Get Talk Radio Hosts Interested in Your Book

Talk radio interviews are one of the bases of a writing homerun.  In fact, they’re custom-made for non-fiction authors who want quick, affordable national exposure for their titles.

Let’s face it, where else can you:

* Kick-off a coast-to-coast publicity campaign in less than three weeks?

* Create promotional “buzz” for your book at the grass-roots level?

* Reach America’s greatest urban markets - Boston to LA - from the comfort and convenience of your own home?

* And, talk directly to fans and fans-to-be?

Publishers and best-selling authors understand all this. They know the marketing and promotional value of appearing as a guest on talk radio.  And, of course, so do we, as we’ve been arranging interviews for almost 20 years now.

And, during that time we’ve certainly learned a thing or two about the preparation that goes into booking guests on talk radio.

Let me share some tips with you:

TIP #1/ Stay Current

First off, you need to follow the news. What are people talking about? What is the media saying? What’s the buzz? Why is this important? Because, in case you haven’t noticed, talk radio is all about current events. Current events in politics, in sports, weather, health, culture. So when you know what’s current, you can package your message to fit the news…making you an attractive guest for a talk show.  Your job is to scan the network and cable news channels, the newspapers, look at news Websites, and, most importantly, monitor the talk radio landscape. Take time to listen to some local and/or national talk shows, hear what they’re talking about - get a feel for the rhythm of it.  Most of all - get a pulse of the public listening in.

TIP #2/ Tie-Ins To The News

I mentioned “packaging” your message? That’s a key. As you follow the hottest stories in the news, think of ways you can tie the message of your book into them.  Look for controversy or big names, big money or even relationship issues… These are always tantalizing topics for many talk show hosts (and their listeners). Developing a good angle for your book that’s newsworthy means you might even be able to get on the air with your novel - we’ve had success doing that a number of times.

TIP #3/ Pitch Your Topic, Not Your Book or Yourself

As you develop your message, keep in mind that radio hosts are interested in what you can do for their listeners, not what they can do for you.  They want an interview, not an infomercial for your book. So, when pitching to hosts and producers, put emphasis on the issue you want to talk about on the air, rather than on your book. The fact that you’ve authored a book gives you credibility “currency,” so spend it wisely when pitching your cause. There’s no need to worry…once on the air, you’ll be given plenty of opportunity to plug your book during the interview.

TIP #4/ The Right Press Release Formula 

Nothing is more important than the press release itself - it’s your key to the media’s door.  The quality of our press releases have everything to do with our  success in booking guests.  You want to make sure your headline is enticing - it’s got to grab the media’s attention. The text of your release should elaborate on the subject matter and what the “on-air” conversation will be about.  It’s always good to include a couple of juicy or provocative quotes.  Also include a short, but impressive bio, and 5 to 10 questions you’d like the host to ask you.

There’s plenty more to learn about, but these few tips can help jump-start you into the world of talk radio.

If you need help - give us a call.  Scheduling talk radio interviews is second-nature to us. For nearly 20 years now, we’ve been booking 50 to 100 radio interviews virtually every week for clients. Talk radio producers and hosts from the nation’s 100 biggest markets have come to rely on us for the steady stream of top guests they need.

If you want professional representation to the media, call my partner Steve Friedman at 727-443-7115, ext. 202 or email him at steve@emsincorporated.com.  We’d love to help you!

July 16th, 2008 | Posted in Advertising, Free Tips, Marsha Friedman's Public Relations Tips, Newspapers and Magazines, PR, Positioning, Press Release, Print, Public Relations, Publicity, Publicity Advice, Radio, Related PR, Television, talk radio | No Comments

Economic Downturn Slices Corporate Marketing Budgets

American companies are tightening their advertising budgets and finding new ways to entice customers amid nationwide economic woes.  MarketingSherpa’s 2008 “Marketing During an Economic Downturn” survey reports 60-percent of large companies are significantly shrinking traditional type marketing budgets this year.

“What happens is that the current economic crisis puts pressure on advertisers to save money and find more effective marketing channels,” said Karsten Weide, program director of Digital Marketplace and New Media at IDC.

While much of what is left of the marketing budget is being filtered into online media, traditional advertising like newspapers are facing the biggest dip in revenue in 50 years according to The Newspaper Association of America (NAA).

This advertising cutback is prompting many businesses to seek out cost-effective alternatives, such as PR, to build their small and mid-sized businesses into larger ones.

Although corporations may understand the power of public relations, many assume that a media-focused PR campaign is beyond their fiscal reach.  This comes down to the fact that most traditional public relations firms charge hefty monthly retainers without offering any guaranteed results.

Yet, when it comes to PR the results are all that matter.  Executives are demanding more bang out of every buck, with none of them wanting to pay for pitches that don’t pan out.  At the end of the day, executives and decision makers need to know that their financial investment will be rewarded with a measurable return.

None of this is news to Marsha Friedman, CEO of EMSI (Event Management Services Inc.).  A pioneer in pay-for-performance PR, her firm has been delivering guaranteed results for their television and talk radio campaigns for nearly twenty years. To her, there’s nothing “trendy” about it.

Friedman says, “While most PR firms want to be paid for the entire campaign procedure, the philosophy of our firm is to only get paid for the media exposure we obtain.  We developed a fee structure based on the delivery of radio and TV appearances, which forces daily focus on the end result instead of the process.  Let’s face it.  In this economy, when it comes to PR, clients are hungry for tangible results.”

A growing number of marketing departments and CEOs across the nation are sitting up and taking notice. In these critical economic times, marketing dollars are a precious commodity and must be invested wisely.

July 16th, 2008 | Posted in Advertising, Free Tips, Marsha Friedman's Public Relations Tips, PR, Press Release, Print, Public Relations, Publicity, Publicity Advice, Radio, Television, talk radio | No Comments

How to Fix a Broken Public Relations Campaign

The 6 Little Known Facts About Profitable Positioning

What’s positioning?   It’s the art of presenting your message in such a way as to convey an immediate understanding of your subject.  It “positions” your topic with other like topics in the news so that those reading your materials can easily understand the subject and how it compares to others like it.

Although positioning has been used by Madison Avenue, there is still little understanding of this concept beyond that world.  If used correctly it can put a derailed campaign back on track and create huge media success.

If you’re not a nationally recognized brand name then you will need a lot more strategic creativity in your presentation to the media.  Let’s face it, with the massive number of products released each year, there’s a demand on companies to get aggressive about promotion.

This battle for attention makes the job of product promotion increasingly more difficult.  Positioning may be the missing link that will pull you through.  Here are some tips that we use at EMSI to position our clients to the media:

1)      The writer creating the press materials must have a solid understanding of not only the product, but also its relevance to today’s society.

2)      Look at the product for those pieces of information, or “pearls”, which set it apart from others in the market.  Also keep an eye out for those statements or assertions made by the business that are alarming or ground-breaking.

3)      Find out how similar topics are being portrayed in the media.  How does yours compare?  Is it different?  Is there a new slant to it?

4)      Distill this information into a two page release positioned with current news or events and an exciting headline.  Remember that you’ve got to grab and keep the attention of a very busy producer or journalist.

5)      Don’t require the media to use their imagination to see how the topic would be of interest to their listeners, viewers or readers.  Give them an instant concept of what you are suggesting in the headline.  That’s positioning at its best.

6)      Remember to include those special features about the spokesperson that positions him or her as an authority on the topic and a qualified guest!

Here at EMSI we know the power of media strategizing and positioning.  For over 20 years we have been arranging interviews for our clients on TV and radio as well as getting their products in front of top national journalists.  And with our specialist media division News & Experts, who represents our clients to the media, we know the angles and the pitches that make them pay attention to our clients.

If you want help in getting your product the attention that deserves, call my office today at 727-443-7115 and speak with Steve at Extension 202.  Or email him directly at steve@emsincorporated.com  - he’d love to hear from you!

May 23rd, 2008 | Posted in Advertising, Free Tips, Marsha Friedman's Public Relations Tips, Newspapers and Magazines, PR, Positioning, Press Release, Print, Public Relations, Publicity, Publicity Advice, Related PR, talk radio | No Comments

What is the Value of Book Signings?

“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:

1. BOOK SALES (first and foremost);

2. gains local exposure for author;

3. meet prospective book buyers;

4. involves people in author’s worthy cause;

5. a chance to inspire and educate others;

6. an excellent tool for local publicity; and

7. the opportunity to promote a seminar on the author’s topic.

But our years of experience in working with authors has shown us that there are also tremendous “hidden values” in doing book signings that often have very little to do with the above or even with signing books! (Unless, of course, the book is authored by a famous person whose fans are lined up ten deep to meet this celebrity and get his autograph.)

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 a prominent 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!

April 4th, 2008 | Posted in Advertising, Free Tips, Marsha Friedman's Public Relations Tips, Newspapers and Magazines, PR, Positioning, Press Release, Print, Public Relations, Publicity, Publicity Advice | No Comments

Two Neat PR Tricks for Great Authors Who Aren’t Great Book Promoters

You know how hard it is to write a book.

It may be a labor of love, but it’s still a labor. And while you’re not out there cracking rocks with a sledgehammer, some might even call it hard labor. That’s okay. Nothing good comes easy. And there’s no question that you’re wonderfully suited for this kind of labor, right? But the problem - in fact, the big, sneaky surprise - comes shortly after you finish laboring on your masterpiece:

That’s when most authors realize they face the brand new labor of promoting their books, too.

What do I mean? I mean that, unless the good publishing fairy comes down and waves its magic wand over your book, you’ve got to jump into the promotional trenches and fight, tooth and nail, to get your book anywhere near the bestseller lists.

It’s not fair, I know. Call it the double whammy of publishing - as hard as it is to write a good book, it can be even harder to promote it. Which has, sadly enough, turned out to be the death sentence for far too many “could-have-been” bestsellers. After all, how many authors have been great at the first “whammy” only to throw their hands up at the second (and then, tragically, and out of sheer frustration, given up writing altogether)?

Fortunately, good book promotion doesn’t have to be as mysterious as the pyramids - you can put some little-known (but wonderfully effective) promotional “tricks” to work for you starting this very day. For example…
 

Is This YOUR Month?

Ever notice how every month comes with “awareness themes?”  Take April, for example. Among its other awareness themes, April is Cancer Control Month, Child Abuse Prevention Month, Couple Appreciation Month, National Humor Month, National Autism Awareness Month, Lawn and Garden Month, National Poetry Month and Alcohol Awareness Month.

And that’s just April. Every month has its own theme list. And you can bet many of those months have themes aimed at your book.  So what’s the strategy here? Pretty simple, really: Tie the theme of your book to a month’s theme. Do a good job of that, put your press release right in front of the media’s “nose,” and you could just land several high-profile interviews.

That’s one nice way of cracking into the formerly impenetrable “media fortress.” Here’s another:

Tie Into Today’s News

You’ve got to be a bit more agile for this.  Whenever there’s a news story that relates to your book, cook up a strong press release and shoot it right over to talk radio producers, TV news producers and newspaper editors. These people are ALWAYS looking for credible guests with great slants on today’s news.  How long do these kinds of news windows stay open? Not long at all.

That’s why, as I said, you’ve got to be quick and agile. Either that…or you’ve got to enlist the help of a PR professional who is quicker and more agile than you’d ever care to be.

April 3rd, 2008 | Posted in Advertising, Free Tips, Marsha Friedman's Public Relations Tips, Newspapers and Magazines, PR, Positioning, Press Release, Print, Public Relations, Publicity, Publicity Advice, Radio, Television, talk radio | No Comments

“It must be true…I saw it in print!” Why Articles Beat Ads in Book Marketing Power

The credibility of seeing something in print is so powerful, it’s become a cliché (”I saw it in print“). Just one good article in a decent magazine can do more for the marketing destiny of your company or books, product or service than several back-to-back ad campaigns.

Why? Because America loves magazines. Just look at the numbers. According to Oxford Communications, there were a whopping 22,106 magazines in some 308 categories in 2006. That means there were 308 specific topics of interest that Americans-actually, people all over the world-loved to read about last year.

Overdosing on Ads

In virtually all of those 22,106 magazines, there were both ads and articles. It’s true, many readers do respond to these ads, mainly because they relate to the content of the magazine. But-and here’s the big problem with advertising-since we’re absolutely bombarded with ads every single day, it’s just hard to focus on them. Here’s what Fordham University found:

“Advertising is the most pervasive element of the marketing mix: the average American family of four is exposed to 1,500 advertising messages a day!”

Wow. That boils down to something like 300 to 400 ads for each of us each day, whether we like it or not. And because, most of the time, we don’t like it, our wonderful brains screen this promotional onslaught to, essentially, safeguard our sanity. So although we may be exposed to 300 to 400 ads a day, we literally don’t “see” many of them at all.

Now articles are another matter altogether.

My Own Dramatic Story Of The Profit Power Of Articles…

Subscribers to those 22,106 magazines are hungry for information on their favorite subjects, so the articles there (unlike all those ads) are actually welcome. And readers tend to accept the information presented in them without question…because it’s as if the magazines are actually endorsing the articles’ content.

Let me give you a good example of their sheer profit power. In the very early days of my career, I worked as the director of sales and marketing for a money manager. My job was to generate leads and bring in new clients who had a minimum of $100K to invest.

One day, a reporter from The Robb Report called to do a story on money managers. While talking with my boss, the reporter discovered that he lived in the 90210 Zip Code (this was during the height of that popular TV show) drove a brand new Mercedes and was married to a famous actress. That apparently was enough to land a lengthy feature story inside the magazine with his picture (alongside his Mercedes) plastered on the magazine cover!

When the story ran, it was like a financial earthquake! I practically became an order taker-the phones literally rang off the hook with investors who wanted their money managed by the firm. The $20 million under management became $50 million in an incredibly short time!

How many ads would it have taken to get him from $20 million to $50 million? Maybe the better question is, could ads have even done the job?

April 3rd, 2008 | Posted in Advertising, Free Tips, Marsha Friedman's Public Relations Tips, Newspapers and Magazines, PR, Press Release, Print, Public Relations, Publicity, Publicity Advice | No Comments

7 Things to Know Before Marketing Your Supplements on Radio and TV

Marketing can be a pretty bewildering subject for supplement makers, especially when it comes to marketing on radio and TV. First of all, should you even test radio or TV to market your supplements? Before answering this question, consider these seven points…

Seven Direct Response Marketing Points for Supplement Companies

Okay, first point:

1/ Is your product better suited for a TV commercial or a radio spot? Does it need to be seen to be understood? Supplements are usually in pill, powder, cream or liquid form—things that don’t need to be demonstrated to be sold.  That being the case, consider using radio, a convincing and affordable way to go. Next…

2/ Does your product meet the correct direct response formula? Successful DR products have ratios of 4 or 5-to-1, that’s hard cost to retail price. In other words, if you see a product selling for $19.95 the hard cost to the company should be around $4.00. Most supplements have no problem meeting this ratio. Does yours?

3/ Can you make the “ultimate” TV or radio offer? Give away a free sample! Most supplements companies, believe it or not, can afford to do that for virtually the price of shipping. Here’s an example: If your product’s hard cost is $3.00 and the actual shipping is about $2.50, you could give away a free sample for a cost of $5.50 or even more, if necessary.

So if it looks like you can, the question then becomes, why do it? Why give away free samples like the makers of IcyHot did? Because these are consumable products and when customers use up the free sample, they must order more!

So, it’s the revenues generated over the lifetime a customer uses the supplement that makes consumable products so ideal for direct response.

Free samples can be one of your greatest marketing strategies ever. It was this strategy that made IcyHot so successful.

Another Ratio You Need to Know

4/ Success in DR is measured by another ratio: the cost of airtime to sales. Generally you’re looking for 2-to-1, that is, if you spend $1000 in airtime you’re looking for $2000 in sales. Consumable products can make this ratio dynamic because, as I said, you need to take into account all reorders and the “lifetime” purchases of the product your customer will make.

Want an example? You spend $1000 on airtime, did $1000 in sales, and think you broke even. But, as each month passes, re-order after re-order raises that ratio. Some companies even prepare to lose 20% or so, on their initial airings knowing that continuity programs, cross-sells and up-sells will easily make this “expensive” advertising well worth that initial investment down the road. Next…

5/ I mentioned up-sells and cross-sells? Not every marketer knows what those terms mean (let alone practices them). Fortunately, at EMSI, we do. And we can help you with up-sells (“You bought product A for $19.95…how about a three-month supply for a heavily discounted $49.95?”) and cross-sells (“If you like product A you may also like product B…and you can try both at this discounted price.”).

Direct Mail - Paid For By Your Customer

6/ Package inserts often go wasted at most companies, and here’s why: Let’s say you’re sending an order in a package to your TV or radio-generated customer—why not add in a free sample, an insert, a catalog or a bounce-back, while the shipping & handling is paid for by your customer?

It’s ridiculous not to do this. And, since studies show customers are never more prone to buying from you than when they get an order in the mail from you, package inserts can indeed lower the cost of your advertising. Finally…

7/ As the goal of most supplement companies is to take their product to retail, that’s where direct response radio and TV can play a big role. DR advertising not only gives you brand name recognition but also good, hard facts—you’ll have your actual advertising costs and the resulting sales figures—two things hard-to-convince buyers need to see.

The People Who Can Help You the Most

What does this all boil down to? It boils down to you giving DR radio and TV advertising a good, hard look.

April 3rd, 2008 | Posted in Advertising, Free Tips, Marsha Friedman's Public Relations Tips, PR, Public Relations, Publicity, Radio, Television, talk radio | No Comments