There are certainly more than 21 ways to be a star on the radio (as guest or as a host). We welcome your comments, criticisms and input at all times and believe that the more input we receive, the better output we can all share.
We’ve created an archive of the webinar that accompanied this ebook at http://www.authoryourbrand.com/blog . It’s about 20 minutes long and compliments this book nicely.
Please share you comments there.
- Nothing puts people to sleep faster than to hear, “Bueller…” Vary your pitch, tone, pace and excitement. People want to tune in. Don’t tune them out.
- Cellular phones have nearly replaced landline phones. If you are a guest, remove the potential for disaster by using a landline.
- You must have a clear focus on your topic and your personality. Nobody likes wishy-washy guests. The clearer you are, the more attentive your audience will be.
- The worst thing you can do is focus on you. The best thing you can do is thank the host, call them by their first name and give them (in advance) questions they should ask you with approximate answer time. Removing doubt in their mind and giving them accurate timing for your interview makes both of you look good.
- Conversation. Good radio is a coffee-talk type conversation. Don’t read anything-ever. You can use notes on your main points, but reading anything, line by line is a radio death.
- When you smile as you speak, the muscles in your face create a different flavor in your voice. Get a mirror. No one can see you, but everyone can hear a smile on air.
- Whenever possible, relate your expertise locally and currently. If you can link your topic to current events, you’re the star. Use the headlines to your advantage.
- Babies and puppies can sell cars, but controversy sells ad space on radio. You don’t have to endorse the KKK, but if you can be contrarian in your views and slightly conterversial in your opinion, people will stick around-regardless if they agree or disagree with you.
- Don’t be an infomercial. Yes…we all know your book or brand is the greatest thing since sliced bread. Problem is, nobody cares. Talk about solutions, benefits and give till it hurts.
- You must be crisp and succint in your answers and opinions. Droning on is not conducive to this medium. This isn’t CSPAN, so get to the point. Be on time and move the show along at a brisk clip.
- Serve More. Point #9 was serving, but we’re not done. Give away your very best information. Don’t hold back. When you give away 7 out of 10 secrets, they’ll come back for the other three. But, only if the first 7 were brilliant.
- The worst thing you can do is lie or evade the truth. Nobody is perfect and we all respect a come-back story. If your story has a tragic beginning, share it. Empathy creates connections.
- You are not Edward R. Murrow. You are not delivering the news. Your job is to entertain and perform. You may not be a comedian, but you have to at least be interesting. Have fun.
- Stand up. Your voice, intonation, volume and tonality increase when you are standing and speaking. Thank goodness this is radio, so stay in your pajamas if you want, but please stand up and be clear.
- At “Toastmasters” they count your “umms” and everyone is surprised how many times they say it. When you are on air and have pre-set times for your answers, it forces you to be succint. Only practice reduces your stammering.
- Your primary mission is to align yourself with a bigger brand, but don’t neglect a selling opportunity. Instead of a blatant pitch, give away something for free to capture their email or phone.
- Most hosts are familiar with your intent. You want to promote or sell something and they’ll give you a chance to share you website or phone number. Sometimes they forget. Regardless of what happens, be aware of the time and be sure to leave your phone or website to allow listeners the chance to get more information.
- Never start or leave an interview without showing gratitude. Thank your host (on air), thank the producer (off air) and send a hand written thank you note to separate you from everyone else.
- Before or after your interview, ask the engineer or producer if you can have a copy of the interview. Publish the interview on your blog and get a transcript made to go with it to boost your SEO.
- Immediately after your interview, if the host has time, ask for honest feedback. If they are pressed for time, set a follow up call to get their opinion on what you can do better for your next interview. This shows humility and might pre-book your next interview!
- I guarantee 99.9% of radio hosts and producers have never heard a guest ask this question after an interview. Be part of the .1% and stand out forever. “What topics do you have coming up? There may be someone in my network that can help give you some perspective or content for your next program.” Bingo! You are a connector. Welcome to the big leagues.
Of course these best practices make sense, but do they make money?
If you want to know more and earn more, you’ll do well to look up Alex Carroll. Alex is a friend of mine and I’ve learned qutie a bit about the business of selling on the radio.
He has sold over $1 million dollars worth of books using ONLY radio interviews. He is well known in the industry and I personally endorse any of his programs.
Look him up.
RADIO MARKETING SECRET #7:
Practice on Internet radio and podcasts before approaching broadcast radio. By refining your interview process you’ll be a better guest. Leverage point….by including your podcasts in your press kit, you’ll show broadcasts producers your professionalism. They don’t want to put newbies on the air.