by Pete Nikolai
5/16/2012
In my last post, I outlined a process for contacting each local radio, TV, newspaper, magazine, and online media outlet to pitch story ideas and appearances (interviews, debates, demonstrations, etc.). As your booking efforts begin to bear fruit, it is important to be prepared to maximize the positive impact from your appearances.
At Thomas Nelson, we have seen that the authors that drive the most book sales and create a positive impression on the host and the audience tend to use the same tactics. We provide author training for many of our new authors at Thomas Nelson, and your book can benefit if you use some of those same tactics.
1) Prepare five talking points. It's important that you customize the talking points for the show depending on the angle you have pitched and discussed with the producer. Write them down on index cards to review ahead of time. You can even use these to prompt yourself if you’re on radio. Create a sound bite for each talking point — a short phrase that captures the essence of what you want to say and is easy for your audience to grasp and remember. Time is money for media companies, and long answers also make it difficult for listeners to follow along. Keep your answers short — especially if the segment is short.
2) Arrive at least a half hour early for the interview. Wear dark or bright solid colors. Avoid patterns and anything white as it washes out facial color. If you will be appearing on television, find out if the studio will be doing makeup. If not, make arrangements for at least some light powder.
3) Never cancel an interview. Doing so will ruin your credibility. Make sure the producer has your home and cell numbers. Often, a segment is moved or changed; the producer may need to contact you at any hour. You can be canceled at any moment, even if you’re at the studio. Breaking news doesn’t wait because you are ready to talk about your book.
4) Visit the show’s website. Understanding the personality and theme of the show will help you know what to expect. Listen to interviews with other authors to learn how they promote their book without being overbearing.
5) Focus on your answers. Your ultimate goal of the interview is to sell books, but remember that this is not a commercial. Try instead to give such an interesting interview that the show wants to book you again. Focus on giving your best answer to whatever question is asked. If you don’t understand a question, ask for clarification rather than assuming you know what they are asking. Make the interview more personal by addressing the host by their first name. Compliment the host when they ask a good question by saying “That’s a good question” or “I’m glad you asked that question.”
6) Never criticize the host for not reading the book (don't even ask). Hosts don’t have time to read every book, and many will stick to the questions you provide in your press kit. Never interrupt the host or become hostile, even if attacked. If you are on radio, you are “invisible” and can be cut off at any time. A planned seven minute segment can become a two minute segment in the blink of an eye if the guest missteps. Don’t try to slant or change the original segment idea to fit your own needs. Stay on topic.
7) Don’t force the audience to buy your book by withholding information. Refusing to answer a question because “it’s in my book” is a mistake. Instead, bring up information from your book once every three to five minutes when it directly relates to what is being discussed. Begin with something along the lines of “As I point out in my book,” and avoid being overly promotional, since this marks you as an amateur. Use the art of the “soft sell” by only plugging your book when it comes up naturally within the flow and context of the interview. Many hosts will gladly plug your book before, during, and at the conclusion of an interview so you may not even need to call attention to your book. Keep an eye on the clock so you know when the segment ends and can leave your host enough time to mention your website and where your book is available.
8) Sit up straight. Even in radio interviews, posture is key to projecting your voice properly. This will give you a confident voice, and it will minimize mumbling. If you’re doing a phone interview, use a landline. A cordless phone, cell phone, or headset could cause static and other problems. Practice doing a mock interview over the phone with a friend or media coach. Many speakers have a tendency to allow the volume of their voice to trail off at the end, so be intentional about keeping your voice consistent and strong.
9) Be likable. If the listening audience likes you and thinks you care about them, they will buy what you’re selling. Answer questions with knowledge and compassion. Be prepared for conflict. It may not happen, but controversy is popular. Be confident, smile, enjoy yourself, and be thankful for the opportunity.
Have you done a media interview yet? Any tips we can add to the list?