One candidate hands you a glossy business card.

The second hands you his book.

Quickly: who just won your business?

You’re Already an Expert, Why Shouldn’t People Know That?

Let’s face it, in our business – in any business – success is all about perception. When we meet a book’s author, we immediately perceive that person to be an expert on whatever subject he or she is writing about. That author is far more impressive than the guy or gal who comes along without a book.

For someone to take the time to write about a topic, give it an impressive title and subtitle, organize it, review it, plan it and get it published, says much about a person. It says, “I am focused, clear, passionate and drive.” It says, “I am an expert in my field and, what’s more, I’m eager to share that expertise with all comers.” It reeks of credibility, expertise, influence, maturity, solidity and, above all, success. What’s more, it makes that person special and unique. It’s an impressive credential.

It will do the same for you. A book will also:

• Increase your visibility
• Bring new business
• Announce your presence
• Distill your thoughts
• Give you “portable expertise”
• Provide publicists tons of material

I tell you this because if you are ever to truly celebritize yourself, if you are truly to become an expert in your field and own the niche you’re in, you must begin to think about yourself not just as a celebrity but as an expert-turned-author-turned -celebrity. Books are central to the Celebritize Yourself process.

A book gives you instant cache. It ups your credibility factor. To stay competitive in today’s cutthroat world of would-be experts, a book is no longer a stand out – it’s a must-have. Name almost any expert you can think of – in any field – and you will find them listed on Amazon.com. And not just in the music or DVD sections, but under books. You’ll find thousands! Try it.

Business Card 2.0

You’ll see my point. Today’s book is yesterday’s business card. Or, perhaps, it’s today’s “Business Card 2.0,” an interactive, user-friendly, narrated tour through your expertise. It is an instant introduction to your thoughts, feelings, expertise, know-how, advice, wisdom, and personality, rolled into a neat 200-300 page package within a cover of credibility-boosting blurbs from respected peers and colleagues.

Add your snappy author’s photo, wrap it in a great title (and subtitle), create a slam-bang cover with your name on it and, presto-chango, you are now an author ready to compete on the same playing field as any other celebrity. Now, all you have to do is come up with that great idea for a bestselling book that can magnetize an endless stream of clients or customers.

Usually, they’re characterized by Hollywood as slick-talking flim-flam artists who promise the universe and deliver next to nothing.

And there’s a reason why Hollywood zeroes in on that rendering of PR pros – because our profession does have its share of people who are just like that. I wish it weren’t true, because the vast majority of PR professionals have integrity and work hard to earn their clients’ trust. But the bad apples do exist, and every time I hear real life stories about those kinds of PR people, it infuriates me.

I received a call the other day from a potential client who described to me her campaign that was executed by a retainer-based PR firm (and they charged a bundle) that was so shoddy and mismanaged, it cast a dark shadow over the entire profession in her mind. And, just in the past month, I had similar conversations with two other companies who also had bad experiences with PR agencies.

The sad thing is these bad experiences could have been prevented or foreseen if only the client knew what questions to ask during the hiring process. As I care very much about my profession and the people we serve, let me share some insight about what questions you should ask your PR agency BEFORE you sign on the dotted line. If you get satisfactory answers to these questions, you’ll be well along the road to a successful campaign.

1. Do you have experience in my industry? – All PR agencies are not alike, and agencies that tell you they can handle anything aren’t necessarily telling the whole truth. An agency doesn’t need to be a specialist in your particular industry, but it’s important to know something of your industry in order to understand your business. It’s essential for being able to understand the underlying news angles prevalent in your industry and in the news, and for being able to write strong pitches that represent you well to the media. You don’t want to pay for your agency’s learning curve, so make sure they have experience in your industry.
2. What mediums do you specialize in? Print? Radio? TV? All of the above?– More than 95 percent of all PR firms tend to specialize in print media. But, if your company’s message also plays well on radio or television, make sure the agency can deliver that as well. And the issues go deeper than just the type of media, but also the size of the outlets. If you want to be interviewed on talk radio shows, does the agency have contacts with high powered stations in top 100 markets, or will all your bookings be at LP (low power) stations in sparsely populated areas with few listeners.Ask what media they specialize in, and also ask for samples of past campaigns. If they can’t show them to you, chances are you won’t get the coverage you are paying for.
3. Are you a pay for performance or retainer-based agency? – This is an important question, because retainer-based agencies work on a “best-efforts” basis, meaning you are paying for their time and skill. Your risk is that you pay their monthly fee with no guarantee you’ll get the coverage and results you were hoping for. With pay for performance agencies, you’re guaranteed the media you pay for and in some cases you’re billed as you receive coverage, mitigating your risk as the client. A pay for performance agency doesn’t make money unless you get coverage so it’s a win-win situation.
4. Can you provide samples of current client campaigns? – This “look-see” will provide you the documentation to support the agency’s promise that they are actually capable of delivering against their promises. Compare your needs to their current clients, so you can assure yourselves there is a fit. Remember that good client case studies aren’t a guarantee you’ll get the same results. However, chances are that if the agency achieved success for other clients, the odds are decent that they’ll achieve comparable success for you.
5. Are you a local, regional or national agency? – Local agencies may feature lower costs, but their media contacts are limited to their own city. This is fine if all you need is local coverage. But if your company does business nationwide, you want to hire an agency who is speaking to national media every day. An agency with national media contacts is far more preferable than an agency with a media database service that they use to “dial for dollars.” With that in mind, don’t choose an agency just because they’re located in your city and you get “face-to-face” time. What matters more is whether they meet your criteria for getting the job done.
6. Who will be managing my campaign? – With many agencies, the role of senior management is to bring in new clients, not actually execute the work. So, before you choose an agency ask about the level of experience of the person or people who will be working on your campaign. In some agencies, Account Managers are rookies fresh from college or interns playing a key role in the execution of campaigns. As an insider, I highly recommend that you ask questions about the qualifications of the team who will be handling your account.

In addition to asking these questions, make sure to choose a firm that understands your topic, has enthusiasm for your message and can communicate about it intelligently. In the end, you want a firm that you feel comfortable and confident with so you can establish a long-term working relationship.

Women influence 95% of all purchases and control 80% of all household spending.

She specifically points out their spending habits in these categories:

• Domestic Products

“Buying the ‘small stuff’ has always been in the woman’s domain. Part of her domestic duties as wife and mother has been to keep the family healthy, warm, and well nourished. From the family meal to the family doctor, from shirts for her husband to shoes for her kids, chances are those choices have always been hers.

“What many marketers haven’t caught onto yet, though, is that women’s spending power now extends far beyond shoelaces and shirts.”

• Big-Ticket Items

“In the past, the big-ticket items like cars, insurance policies, and major appliances were historically bought by – and therefore marketed to – men. Things have changed! Nowadays, women need their own cars, their own computers, their own cell phones, and their own investment accounts – among many other new big-ticket items – and so manufacturers are facing a whole new market.”

• The Buying Power of Single Women

“Get this: Single women head 27 percent of households in the United States. Did you register that? More than one out of four U.S. households! Thus, a substantial portion of the market for cars, computers, and cell phones, for instance, is dominated by women serving as sole decision makers.”

• The Buying Power of Married Women

“Looking at married households (55 percent of U.S. HH), the fact of the matter is that the woman of the house spends not her own paycheck but a good deal of her partner’s as well. She still handles all the domestic spending. And when it comes to the big-ticket items, not only is she buying her own products – like the single women above – but she also has a disproportionate say in the shared decisions, such as cars, investment accounts, and family vacations.”

So, what’s the “take-away” from all this information? Again, it’s that – Women influence 95% of all purchases and control 80% of all household spending.

As it’s important to me that our clients are groomed to do their best, we provide them with helpful tips they can study and apply. Let me share a few of these tips, in case you’re also using this medium as a means of promotion. These particular tips relate to your appearance: how to dress, which colors show best, make-up (that includes you guys as well) and more. I hope you enjoy them!

1. Wear something that conveys your personality and your message: You don’t want to be judged by your appearance, but knowing that happens, prepare for it. You want to appear confident and professional, so make sure you are comfortable in what you wear and that the color and fit compliment you. Keep in mind that not every camera angle is going to be close up. Your whole outfit will show, including the shoes. Make sure that your shoes are polished and that laces are not frayed or missing all together. Remember, you want to give a good impression so that your appearance speaks to your credibility!

2. Be choosy about color and pattern: Small, tight patterns do not come across well on TV – they tend to shimmer, so solids are better. Certain colors are overpowering on TV or tend to bleed. Black, white and red fit this category. Blue works very well on camera. You want the audience to focus on your message, not your clothing, so keep it simple and classy.

3. Jewelry: Microphones are very sensitive, so although those dangling earrings and that big chunky necklace go beautifully with your suit, you will want to remove them so they do not make any distracting noise. Keep it tasteful and simple; a nice necklace, a ring or two and classic earrings are a good choice.

4. Manicures: Manicures are not just for the ladies anymore. Clean, buffed, trimmed nails are important for men and women alike. When the camera zooms in for a close up on your book or product, your hands will reflect your level of professionalism. For the ladies, if you choose color for your nail polish, tone it down so it doesn’t detract from the cover of your book or product.

5. Put on your face: Not all shows have make-up artists. You should make sure you are made up in an understated and professional manner. Some base and some powder should do the trick. Base will help keep your pores from showing and powder will keep you from looking shiny. This goes for the men, too. Yes, you are going to have to wear make-up, and you may have to apply it yourself! Make sure, gentlemen, that you cover your face and your forehead with powder; you want your message to shine, not your forehead! If the show has a makeup artist, they can then enhance what you have done. If they don’t, then you will look good anyway. Remember…less is more.

Now you can be more prepared for that close-up!

As Lee is one of the top “go-to” guys for helping national talk show hosts be the best at this medium – who better to give you advice on how to effectively use this medium when appearing as a guest!

I’ve separated the interview into two parts – below is Part 1 and this link will take you to Part 2.

I hope you enjoy the information!

My Interview with Lee Habeeb: Part 1

Marsha Friedman: Lee, why do you think being a guest on talk radio is such a good marketing vehicle for promoting a product, book or service?

Lee Habeeb: There are a few reasons why being a guest on talk radio is superior to every other medium.  First and foremost, when you’re on a talk radio show you’re getting the implicit endorsement of the host.  And what makes talk radio so powerful is the fact that the relationship between the host and the listeners is very intimate.  This differs from TV where pictures and action distract the audience’s attention and the segments are very short.  The speed of television is – four minute segment, commercials, four minute segment, and commercials again.

With talk radio, the hosts are on with the audience three hours a day (every day) and people become addicted.  They listen in their cars and online.  That three-hour session with that host over a long range of time builds a strong bond.

And these bonds are lasting.  This is evident in the career span of the average radio host.  Look at Gordon Liddy, Rush Limbaugh and Michael Savage, they have been doing it for decades and continue to go on and on.  The life of their careers is longer than most television hosts.  Television tends to chew up hosts and spit them out.

And so, the intimacy between the host and listener is powerful.  When you’re a guest, you become the expert the host is endorsing because he’s carving out some of his show time for you.  And I think that is the true power.  It’s the testimonial power and the implicit endorsement that you’re getting from this host.

MF: I couldn’t agree more.  What qualities would you say are the most important for somebody who wants to make the most of their air time when being interviewed as a guest on a talk radio show?

LH: The most important thing to think about is… “Who cares?  Why should I be listening to you?  What are you going to do for me?”  That’s the voice of the audience and they’re brutal.  Just think about when you’re the audience.  If the program doesn’t either pull you in emotionally or provide quality information…you hit that clicker button.  And how many times a day do we hit our clicker buttons while watching TV?  I would say 95% of our choices in television are choices away from certain programs seeking something we like instead.

MF: To reiterate your point, when prepping for the show the question most important to ask yourself is “Who is your audience and why should they care?”

LH: Exactly right.  The most important audience is the host.  If you can engage him, he by proxy is the entire audience.  The only reason most people gather around “The Savage Nation” is because they’re interested in what Michael Savage has to say and what he is interested in.  So by proxy, you don’t have to worry about entertaining Michael’s audience, you simply have to engage and entertain Michael.

The beauty of radio is you’ve got no one to look at, so all you have to do is engage the host.  You’re rarely even in the same room with them.  Moreover, since the host booked you on their show, your message is something they are interested in.  But if the host doesn’t like your interview, you are out the door!

MF: You mean a host will cut the interview short?

LH: Absolutely.  Your job as a guest is to entertain the host, share good insights and provide quality information.  In other words, provide good content for the host…which is what they want more than anything else.  After all, in many cases they could have three hours to fill per day!

MF: You’re really hitting on something which can be an obstacle for talk radio guests to overcome – making the most of their time on air.   The natural inclination for guests is get on the air and start selling.  But the problem is that they end up sounding like an infomercial!

LH: It’s crazy to think “I’ve got to say the name of my book 14 times!”  I’ll never forget, one author we had on Laura Ingraham’s show, who had obviously been coached by a consultant who said, “Name your book 12 times.  When you’re saying a sentence, name your book.”  And so he kept on saying, “Well, in my book “Blah Blah”…in my book, “Blah, Blah.”  Finally, Laura said, “Hey, this interview’s coming to an end right now if you say the title of your book one more time.”  He couldn’t just have a conversation with her and, of course, he only got five minutes and we didn’t book him anymore due to his shameless self-promotion.

The important thing to remember is his time on the air was not his time.  The host has loaned you the airtime, whether you paid for it or not.  As the host, I have given you good grace to invite you into my house.

Ask me about my family before you sell me your book, product or service.  Develop a relationship with me.  If you can do this, I will give you more time, plug your book or product, push you towards success…all without even thinking about it.  Even when you leave the studio, I’m going to say, “Wow, what a great guest.  Don’t forget, you’ve got to go out and buy so-and-so’s book.”

To help this along, be prepared before you are interviewed.  Have your five funny bullet points, a personal story and a flattering story about the host.  The best way to achieve this is to research the host.  Listen to a podcast of a recent show and find out something special that happened and say, “Before we get into the book, I listened last Thursday and that segment you did with so-and-so on sailing, even if you’re not a sailor, you had to love that segment.  Just thank you for doing what you do.”

You’ve got to care.  I think too many people don’t care, and to me pre-show preparation represents caring.

MF: Great point Lee.  It may seem like a lot of research before each show, but the payoff has got to be worth it.

###End of Part 1###

Click here to read Part 2

Most of them offer the same service, if not better, than the big retainer-based agencies, but at a fraction of the cost. They’re driven to perform because they only get paid for what they deliver while retainer-based agencies charge for their time and their overhead, but are not accountable for results. If they get media placements, that’s great, but if they don’t, you’re still left holding the tab.

Here’s how it works.  When a company engages a retainer-based agency, they are charged a flat monthly fee based on the number of hours they estimate they need to work in order to get the job done. $10,000 a month is an average fee, but it can go as high as $20,000 or even $30,000 a month.

Once the retainer is established, the money is divvied up amongst the team in billable hours, much the same way a law firm or accounting firm handles its business. The executive who brought in the business bills for “managing” the account, which is usually about 10 hours per month, costing the client as much as $350 per hour, or $3,500 of a $10,000 retainer. The executive sets assignments, approves press releases and written materials as well as handles communication with the client but never pitches the press.

In these large retainer based agencies, the executives are used as sales people and compensated for the amount of business they generate for the company.  But, unbeknownst to the client, that executive who closed the deal is the person with the most PR experience, yet does the least amount of work on their campaign. The rest of the retainer is split up among a few junior associates who do the writing, the pitching, the calling and the tracking.

The staff assistants get into the action by billing $75 per hour for activities such as phoning, faxing and organizing documents. They may even charge to create the client’s bill at the end of the month, compiling out of pocket expenses like shipping together with the hourly billing as tracked by the team members. The top executive massages the numbers so they fit the retainer, and it then takes the assistant as long as two hours to compile the bill.

A retainer-based agency may charge clients as much as $125 per month just to assemble their bill.This is a huge difference with how Pay-for-performance PR works. Most firms that operate in this manner set a simple fee for each media placement the firm obtains and the client signs up for a campaign with a specific budget in place. Then, one by one, the placements are made, confirmed and executed and the client is billed weekly or monthly against their agreed-upon budget. The campaign never goes over budget, and every client dollar is counted against a real media placement rather than for “best efforts.”

As marketing budgets are shrinking, companies are pinching pennies and seeking a more quantifiable return on their PR investment. Pay-for-Performance PR not only reduces risk and costs the client less, but more importantly, these firms bring home the PR bacon for clients, or they don’t get paid.

Let me explain.  Say you’ve written a cookbook on southwestern foods, and many of your recipes contain salsa as a main ingredient.  Well, you and your book can be the focus of a national publicity campaign for the salsa manufacturer interested in building or maintaining brand recognition.  AND, at the same time, provide a great opportunity to educate consumers about the variety of ways their salsa can be used (other than a side dish for chips!)  You can do a cooking segment on TV demonstrating the great taste and wide variety of salsa recipes.  How about your book and its salsa recipes featured in the food and lifestyle sections of daily newspapers and magazines? You can even do interviews on talk radio shows that focus on food, health and lifestyles.  These hosts would love a gift basket of salsa and chips as part of the conversation when you appear as a guest on their show. Subsidizing a campaign like this would undoubtedly give the salsa company a handsome return on their investment! Another example might be a book with household tips (Queen of Clean comes to mind!) that includes products used in unique ways – like toothpaste to flash patch walls or club soda to remove stains on your clothes.  Each of the manufacturers of these products could be approached to sponsor portions of your book tour!

What does a corporation gain by investing in the promotion of your book?  The answer is simple – live, on-air conversation and demonstration of their product and editorial coverage that’s priceless.  This broad national publicity does more to strengthen brand recognition for an existing product or build brand recognition for a new product than any advertising campaign is capable of!  It will have a direct impact on sales that is unbeatable and unmatched by advertising dollars.

So, be creative in your thinking.  If you’re resourceful and have good credentials to be a spokesperson for a company’s product – you and your book can be a great marketing vehicle for that company to invest in.  It’s a true win/win partnership for everyone.

What They Need & When They Need It

With that in mind, if you have products to promote, I want to let you know it is not too late to get on the air before the holidays! If your products are available for purchase and have mass appeal, then now is the time to let holiday consumers know about it…and there are still a limited number of interview slots left for you to take advantage of.

As talk radio “insiders” we know what the hosts and producers are currently thinking about.  Right now, they are gearing up for the pre and post holiday season.  Why?  Because most producers and hosts go on vacation during the holidays and as a result their show goes on “hiatus.”  During this hiatus they run “best of” shows instead of new programming.  So in the run up to their vacation, hosts and producers are deciding: who they will be interviewing as guests in December, which shows they will re-run during hiatus and finally who they will be interviewing during the first week of the New Year.  The final point is very important to them, as the last thing they want to do when they come back from vacation is to have to scramble for guests.

The advantage for our clients is that we not only understand the timing and scheduling of talk radio, we also understand the needs of the producers and hosts and the fact that there are only a certain number of talk radio interview slots available for choice guests.  For example, we know that there is an intense scurry for the “must-have” New Year interview slots, where hosts and producers are really looking for the New Year/New You angle. So with that in mind, we position our clients in a way that is going to grab the media’s attention during the holidays and after the holidays.

And because we’re a top resource for talk radio guests, hosts and producers take our calls and schedule our clients if the topic is a good match for their audience.  This gives us a distinct advantage over the hundreds and thousands of pitches that hosts and producers receive daily.

But keep in mind that when it comes to radio air time, being interviewed as a guest is much different than buying advertising time.  With advertising you have a broad selection of stations and shows to choose from to run your spots.  While the playing field for being interviewed as a guest is not anywhere as wide.  You first have to know which stations have a show with a format for guests.  Then, you need to know which of those shows have an audience that would be interested in your topic.  It’s also knowing who to call; when to call and how to reach them to respond to your pitch.  This is where we can help – as this is what we do for our clients, day in and day out.

The point I really wanted to press home to you is if your products are available now and if your message is timely, then you can take advantage of the few cherished interview slots still available out in time for the holidays and for the beginning of the year.

The best part?

• It’s Fast: you can be on the air as a guest, promoting your book and message to thousands of people in just a few weeks.
• It’s Easy: there’s no travel involved – and it’s not a schedule-buster!  All the interviews are conducted by phone from either your home or office – depending on the time of the interview.  Plus you have enough advance notice to be able to integrate these book promotion interviews into your busy daily schedule.
• It’s Cost Effective: One of our clients, Dr. Will Wong, had this to say: “Talk radio is the easiest way to get your message across to thousands of people at one time. You have a captive audience during morning drive-time, in the middle of the day with stay-at-home moms and late at night with over-the-road drivers. For the fastest, best bang for your promotional buck, talk radio is it!”

So find a PR firm that can help you to book you on talk radio…and get them talking and buzzing about you!