How to Promote Your Product or Book During Your Radio Interview
Making the Host Happy Could Get You Invited Back
Recently, I put together a list of ideas to help people make the most of their TV interviews, so I thought this time we’d talk about radio. While they are both broadcast interviews, the experiences are vastly different, and really should be discussed separately.
However, before we discuss the best way to make the most of your radio interview, I think it’s important to examine the most common ways people trip up when they’re on radio. Radio is more conversational and free-form than television, and lacks TV’s visual cues. Those differences make it easy for you as the guest to let your guard down a bit and pay less attention to elements that are important for ensuring that the interview goes smoothly and that your message gets heard.
To be blunt, I have seen people with a good message and solid preparation blow their radio interview because they were unaware of some basic trade secrets.
- The Host is the Boss. Remember, the radio hosts who interview you are not just considered hosts – they are radio personalities. Their names are typically attached to their show. This is not a matter of ego or vanity…the station develops their profiles so they become local, or even national, celebrities, creating a fan base and loyal listeners. Don’t try to take over the show. Don’t try to be funnier than the host. Don’t try to wisecrack to the host, thinking that you can gain points with the audience by “busting his chops.” The host is the leader, and if he likes you, his listeners will like you, too. Your smartest strategy is to engage the host and follow his lead. If you do, the interview will be smooth, the interplay will be congenial, and the host may well ask you back. At the very least, he’ll be more sincere about promoting your book or company.
- Don’t Sell. A radio interview is not an infomercial. Infomercials cost money. If you want one, you have to pay for it. The hosts are inviting you to be a guest on their shows because they think you’ll be interesting, informative and entertaining, and add to the listening experience of their audience – so be those things. If you mention your book or company or Web site every three minutes, the 15 minute interview you were booked for will drop to six minutes. The last thing you’ll hear is “oh, it looks like we lost the call – we’ll try to get them back, but in the meantime, it looks like Charlie Sheen’s in trouble with the law again…”
- Don’t Use a Cell Phone. The easiest way to cut your interview short is to use a cell phone. Even if your provider boasts the largest network or the latest 4G technology, cell phones drop calls when land lines do not. So don’t use a cell phone, because when someone is being interviewed on the air and the call is dropped because it’s on a cell, they really don’t try calling you back, even if they sometimes say they will. They move on. Use a reliable landline to ensure you get all the time you were booked for.
- Treat Your Interview Like Coffee with a Friend. When you sit down with a friend, relative or business associate to talk about your book or your company, you’re usually relaxed, but enthusiastic about your topic. You don’t push your friend or colleague to buy the book or hire your company – you’re just telling them about your latest venture. You talk about what you’re most passionate about, because you’re excited about it and you want to share your accomplishment with those you know. All those things are what work best on radio, so envision you are in a comfortable coffee shop, sharing a cup of java with the host, and do the things you’d normally do in that scenario. You’ll find your host is engaged and his audience responsive when you spend the bulk of the interview simply being yourself.
These may seem like very basic things, but in a new situation like a radio interview it’s easy to take a wrong turn. So, in between prepping your messages and adapting them to something that would make an interesting radio interview, try to remember these basic rules, and you’ll have a better chance at not only getting on the air but also staying on the air.
i love radio interviews! From the comfort of my home i can do them in my gym clothes. Great suggestions, Marsha!
My suggestion is to speak clearly and a bit slower pace then we normally would. I’d also avoid slang and leaving “g”s off the end of words. It’s something you want to use in the future for promotion. Grammar counts! No “him and I” please! I agree it should be like having coffee with a friend but too casual might not get your points across.
I like to mention where my next appearance will be or a way they can get my novels.
And, above all, smile…even if no one can see you!
Marcia Fine
Excellent post. I interviewed countless authors over a 13-year period as a radio host. I’d like to take this opportunity to mention my pet peeve as a radio host interviewing an author: the constantly repeated statement, “I say in my book…”
We get it that you are the expert, and we get it that you wrote a book about it. Just TALK to us and tell us the information without reminding us that you said the same thing in a book that you want us to buy. In many, if not most, radio interview situations it ISN”T ABOUT YOUR BOOK; it’s about communicating information through dialogue with the host to the radio audience. Book sales will follow when people realize you really know what you’re talking about and they want to find out more in your book.
Even if you are almost quoting verbatim from the book, just inform us. Make it sound like its the first time you’ve said it, even though we all know it isn’t. You will sound much more natural as the expert appearing on a radio program, and less like someone who wrote a book and is trying to sell it.
David – Loved your comment. I’m always telling clients that the fastest way to have your interview cut short is to say things like “In my book…” I couldn’t agree more!
Marcia – Great additional tip!