Why Can’t I Just Talk About My Book On The Air? Why Using the Media to Sell Books is a Finesse Play

Why Can’t I Just Talk About My Book On The Air? Why Using the Media to Sell Books is a Finesse Play

Unless you’re Oprah, a former president or a major celebrity, there is one question you will likely never be asked by the media when promoting a book.

“So why did you write your book?”

They won’t ask it, not because they don’t know you’re an author nor because they’re being rude. They won’t ask because the media doesn’t exist to help authors sell books. The media exists to create content that informs and entertains its audience, so that their audience stays tuned in. The more audience they have, the more advertising dollars they can charge for their print space and air time. Audiences are what make them money.

This is one of the most common disconnects we usually see with those who are new to the game of PR. Authors expect they can use the media as a venue to talk about their books, while the media is only interested in them for their expertise and the information or entertainment they can offer their audiences.

But, there is a wide gulf between using an interview to wax philosophic about why you wrote a book and giving an information-packed or fun-filled interview aimed at holding the interest of the audience. So here are a few things to remember when preparing for media interviews:

  1. “What’s In It For Me?” – The success of your interview, whether your audience stays tuned into you or tunes out, will depend largely on whether or not you tell them how your information will help them. No one knows this formula better than producers, hosts, editors and journalists whose livelihoods depend on keeping their audiences tuned in. They’re slaves to the audience – they know if they can’t hold them, they’ll lose them. And, if the audience goes, so does the advertising revenue and possibly their job.
  2. Make it Fast– Today, the media has far less time and space than it ever has in its history. Ratings and readership figures are transmitted electronically, tracking not only what media you are consuming, but how much, for how long and when. They have it down to the minute. That doesn’t mean that we are reading less or have shorter attention spans. It means there is a lot more competition for our attention than ever before.We have radio and TV shows, movies, the Internet as well as content for our smartphones and PDAs. Media is delivered to us on plasma screens in the checkout line at Wal-Mart, in the airport as we wait for our flights and even at the pump as we gas up our cars. As a result of the competition for our attention, the media gives us much more information, in a variety of ways, faster than ever before. For the media, it’s as much about how much content as it is about how fast they can give it to us. Most TV interviews are in the 3-5 minute range, and radio interviews are in the 5-10 minute range. In print, a 500-word article is about the medium length most people will find. In USA Today, only a handful of stories ever break the 500 word mark. They want to give you more, faster. So when an author is offered an interview with the media, they better be able to provide helpful information that will leave an impression and be able to do it quickly, because their air time is so limited.
  3. Walk the Tightrope– The media knows the dance. You are offering your time and expertise to their audience in exchange for exposure of your book. But if during the interview you say things like, “In my book, I wrote…,” it will be a short interview. However, if your interview fills the host’s need for delivering an entertaining and informative interview, they will do the promotion for you by mentioning your book and even your Web site on the air.But, even more important than the media’s perception of being overly promotional when interviewed on the air, is the consumer’s perception. It is a universal truth that consumers don’t like being sold. They don’t like commercials (which is why they fast forward past them on their DVRs), or shopping for cars at a dealership. They don’t like banner ads, spam, or a landscape cluttered with billboards. So the clue here is – don’t sell! Instead, inform, entertain and, in doing so, you’ll build the audience’s trust. And, one thing is for sure – no one puts their money on the counter without there being some level of trust that they are getting something of value in exchange for whatever it is they are purchasing.

The bottom line is that in order to get value from your media exposure, you have to offer value to the media first. Otherwise, you will forever be on the outside, looking in, as your competitors get the air time and media exposure you want for yourself.

About Marsha Friedman
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.

3 Comments

  1. This is so true! As a radio host, I have to constantly prep guests that the audience is looking for what’s in it for them, so the questions should not be “me” based, but must give value to the listeners.

    Reply
    • Hi Kay,

      Thanks so much for chiming in! As a talk show host, it’s so valuable that people hear from professionals like yourself! :)

      Marsha

      Reply
  2. A short time ago I was engaged in, what I thought at first, was a friendly conversation with a group of ladies at my place of employment. As mothers, these women and I often talked back and forth about daily activities that our children were involved in. We did this often to amuse ourselves, or so I thought, and generally ended with much laughter among the group.

    When I ended my “story for the day” on the subject of my daughter’s latest activity, one of the ladies turned and said, “Well, she’s going to have psychological problems anyway.” I looked at her and asked, “What?” She went on to say, “She’s biracial, and all biracial children end up with psychological problems.”

    This woman was the first person who ever made a statement such as this one to me. What she uttered never crossed my mind before. Why? Because my daughter is a charming, well-rounded, socially balanced, beautiful biracial girl who excels academically, and I might add that she is one very fine pianist. She has friends of all races and heritages, and she loves people – all people.

    Well, I can tell you this, I’ve heard about and read of stories of biracial children and adults who have alleged that they encountered major social problems because they are biracial, but I truly hadn’t spent anytime at all pondering over this subject where my child is concerned.

    I suppose this topic hadn’t affected me as a parent because I have ensured that I’ve done my part in balancing out my child’s life to include knowledge of both her rich heritages. I believe that issues, good or bad, have to do with parenting and environmental situations in totality.

    Because I happen to be the mother of a biracial child, I felt that if there are those that declare that because a child is biracial they will automatically have psychological problems, I needed to work on a progressive platform that will allow me to go into schools and empower children. I have a growing need and passion to touch the lives of children in a positive meaningful way, but it doesn’t matter to me if children are bi-cultural or mono-cultural. Identity issues can be very difficult for any child to endure regardless of their culture.

    Parents and educators (counselors, social workers and teachers) can also use effective dialogue when strengthening the worth and value of children via empowerment tools and skills regardless of their racial make-up. Children can begin talking about their similarities and differences one to another.

    ————————————————————-

    A few dialogue tips for children:

    Regardless of ones race, ethnic group or culture, we all have areas of concern that we can strengthen, the one(s) that I can strengthen to make me a better person in society is/are:
    All races of people are important and valuable. We have a choice to select, or not select an ethnic identity. I have chosen an ethnic identity: Yes or No (circle one). Here is why:

    Or

    I have not chosen an ethnic identity. There is no need for me to: Yes or No (circle one). Here is why:

    Let me share my special skill(s) and/or talent(s) with you:

    I am a beautiful person. The personal attribute(s) that I possess is/are:

    ———————————————————-

    To add, educators should feel free to use diversity activities as they encourage an atmosphere and climate of open-mindedness and acceptance as children welcome and adopt differences as well as similarities one to another as relative to various cultures and ethnicities, despite their racial make-up.

    Research reveals that when children have strong self-esteem, feel good about his/her self they have the tools needed for resiliency. When children are resilient to life’s atrocities, they are able to “bounce back” and succeed. In addition, when children have been taught to learn about, have a tolerance for, and acceptance of all ethnicities, prejudices will cease.

    Moreover, it has become increasingly important to remain abreast of the needs of children, and what it will take to keep them healthy and wholesome as we teach them to become viable citizens of our communities and society.

    Since the 1967 landmark ruling of Loving v. Virginia, our society has become increasingly diverse than ever before. What was once radical is now common place in 21st Century America.

    Reply

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