We now have to look at every possible avenue that is out there to promote our books. It began about 6 years ago when the mainstream publishers began to change the rules. They made a declaration they would stop accepting manuscripts from unknown authors unless they could prove they had a very large data base to draw from.

But on the other hand, a major number of new marketing venues became available and for a lot less effort and money than had ever been conceivable.

One of the greatest advents is to be able to be interviewed on radio talk shows. Can you imagine being interviewed on a talk show and selling 25 – 100 books for every interview? Well that is more than possible in today’s market. There are more than 1,500 talk shows who have 8 to 15 talk show hosts daily who are looking for entertainment to fill their hour or two of air time. The more entertaining the guest is, the higher ratings they will achieve. Then they can demand higher rates from their advertisers. So everyone wins.

You will learn how to create an enticing interview strategy that drives your listeners to buy your books. The more often you do interviews, the easier it becomes and the more books you will sell.

1. Write out your show topic – what’s your hook
2. Set up a toll free number
3. Make sure your website is up to date
a. One Sheet
b. Contact information
c. Audio clip
d. Testimonials
4. Your merchant account is set up to take orders from the results of the show
5. Hire an answering service
6. List your credentials, degrees, experience, what makes you an expert
7. Set up interview time to be on a land line only
8. Call recorder (Radio Shack $35) to record the interview. You’ll want to review it to know what works and what didn’t
9. Current database to call
10. Press Kit: Physical in print and an electronic version on line
a. Make sure it stands out – color, picture, graphics, headlines
b. Hand address on envelope
i. Label “Requested Material Enclosed”
ii. Front cover of the book
1. use Super 77 adhesive
11. Inside:
a. Left Side:
i. Press Release: (this is different layout for radio)
1. Top left “Available for Interview
2. Headline
3. Sub Headline
4. 3 columns with pictures, boxes, colors, graphics
5. Bullet and box teaser points
6. Very bottom: How much is the book and how to get it
i. 10-15 Questions and Answers with the length of time scheduled for each
ii. Create Controversy
iii. Cartoons
b. Right Side:
i. Letters of Recommendation (get from previous producers)
ii. Clippings (even if they are of others as long as they relate)
1. Search on line for articles
2. Search topics Library Readers Guide to Periodic Literature
12. Call the Producer, not the Host
a. Only call after their aired time slot
b. Log all calls
c. Keep pitch short (under 30”)
d. Don’t expect a call back; you call back in 2 days and talk with the operator “I just got Bob’s voice mail, would you mind paging him?”
e. When they ask you when you are available for an interview make sure you know what their time zone is and give a time that is within the commute times. Always check for Daylight Savings Times adjustments – Create a time zone chart if you need one
f. If they suggest a taped show, come up with a reason why they want a live interview “I’m sure that you want your guests to call in to get more of a reaction to your show, I’ve found that audiences usually have a lot of questions.” You’ll sell more books on a live show.
g. Get their hotline number, not the call in number, just in case an emergency comes up and you can’t make the call.

I typically listen to the program one to three times prior to calling in so I know their format will be ideal for my books, a business book won’t sell very well on a Law of Attraction venue, so it’s best to keep the programming direction in mind.

I have an “On Line Media Room” tab on my books websites and I direct the producer to the website. On that web page I have copies of previous interviews, press releases, my picture, the “Hook” (show promotion) and the questions and answers with the length of time each answer will take up.

I do everything I can to make it easy for the talk show host to sound like they’ve read the book when there is a possibility of being able to read five books a week.

I’m often asked if the assistant can make the call to book the interviews, but the producer is less likely to book you because it’s their job to make sure you are going to be entertaining on the interview, and an assistant won’t be able to portray your personality. Even with copies of previous interviews, you are more likely to get the booking by calling in yourself.

When I first started doing interviews about ten years ago, I would sell an average of ten books a show. I even had interviews where I didn’t sell a single copy. But I hired a coach and learned what makes an audience pick up the phone to buy the book.

I had the pleasure of meeting Diana Hall from Denver who is a media coach. I had such a wonderful getting to know her and wanted to introduce you to her program. I know that some of you prefer audio programs, so I even arranged an in-depth interview with Diana and she shared some great insider tips that will put you in the driver’s seat when it comes to working with producers.

It’s all in the manner in which you present yourself and you will learn to sell more books on your interviews. Follow this link.

Oh – by the way – the www.bookyourguests.com website is finally functional with the database of radio station producers! Go get ‘em!