Book marketing experts know that authors who get excited about landing an interview can lose sight of the goal, which is not to get media interviews but to sell books. And it’s sad but true that an interview doesn’t automatically generate sales. Effective interviews generate sales; Ineffective interviews simply produce idle talk.

The author who can generate sales from a television or radio interview is the author who knows how to relate to the specific audience that listens to that program. A book sells when a listener “clicks” with an author because a common need or experience is recognized. Multiply those recognition clicks and you multiply sales.

The challenge for all book sellers is for authors to be good at interviewing other people; they are not trained to be interviewed themselves. The skills needed to generate sales from interviews are best obtained through media training or coaching.

Media coaching will give authors the skills to learn how to use the media, not only to get their message across, but also to compel people to buy their book. As a book marketing expert, I can feature an author’s story and schedule a radio or TV interview. But most authors won’t be able to surprise listeners and compel them to buy without training from a media coach.

A media coach will show authors how to use interviews to create book sales, how to become more comfortable on air, and how to relieve the stress and anxiety that interviews can bring. A good media coach will also teach the secrets behind creating effective sound bites that convey the benefits they would get from buying the book.

Specifically, a media coach will give you tips and let you practice these tried-and-true techniques, including:

 How to control the interview

 How to ensure your message is effective

 How to use bridging techniques to get back on track

 How to deal with pitfalls that arise during an interview

 How to answer difficult questions

 How to look your best on camera

 How to sound your best on the radio

 How to present your message to the host and listener

 How to pitch without sounding like you are

 How to force the media to talk about your book

 How producers and media people think and how to use that knowledge to your advantage

 How to engage with a specific audience

 How to take advantage of an interview in the sale of books

 How to get free advertising on TV and Radio

 How to make the media hate you (by not returning their phone calls)

 And, how to be invited again

Media coach Jess Todtfeld, who was a producer for Bill O’Reilly on FOX-TV’s The O’Reilly Factor, says every interview is an opportunity. It’s an opportunity to connect with an audience, to bring your point of view to the masses. Most people do not realize that they must go further. You must motivate the audience to take an interest in you and “do something”. Whether it’s buying your book, visiting your website, or just finding out about you, you have to compel them to take the next step. Todtfeld has seen many people use the media to get what they want, but many authors and fans make some of the common mistakes. You should know, he has booked over 4000 TV segments with politicians, celebrities and actors on two networks. http://www.successinmedia.com

Radio interviews provide a great opportunity for authors or anyone with a story to tell. Radio interviews are great because they can be done anytime outside of your home, office, or car (if you’re not driving). But like any successful marketing venture, radio interviews don’t just happen. Here are some very helpful suggestions:

 Be punctual. Call the station exactly at the time they tell you, and be on your phone waiting to see if the station is going to call you.

 Deactivate call waiting: dial *70 and then call the number. This disables call waiting for the duration of the phone call. As soon as you hang up, it will be reactivated.

 Be self-confident. Remember that you know your topic inside and out. Have confidence in your ability.

 Smile, smile, smile, whether on the radio or on TV – SMILE. You will feel better and for television you will also look better.

 Research the program and adapt your message accordingly. Just google the host name and station. Is it a national audience or a small town in Ohio? You need to know.

 Practice their sound bites. Communicate your main points succinctly.

 Be prepared for negative comments, from the presenter or listeners.

 Be informative and entertaining without putting direct pressure on your book. Make the audience “want more”.

 A kind word about the host can go a long way. They are good manners and good business.

 A person’s name is sweet music to them, so memorize the host’s name and use it during the interview. When you answer calls, also use the names of the people who are calling.

The last time I spoke to Michael Dresser, a well-known media coach http://www.mymediacoach.com Michael told me that there are some realities that he makes sure all of his clients know about media. Dresser says that “interviewing is an acquired skill. It’s a strategic process that works toward a set goal. Get your message across to your audience in a way that’s real to them. Do it using stories and anecdotes that allow your audience to see themselves in your interview message Engage with your audience one-on-one Think of a radio interview as an intimate conversation with a friend and not a conversation with thousands If you stick with the process, the influence and the The effect of your message will match your intent. It’s important to go into the interview with a positive attitude and an energetic attitude. You need to be entertaining, informative and persuasive, or you’ll be speaking into an empty microphone.”

I pay attention to Michael Dresser because he has been a nationally syndicated radio talk show host for 23 years and has interviewed thousands of guests. He understands what it takes to be a great guest and he understands what stops someone from achieving that level of success in the interview process. Dresser helps the people he coaches keep their answers short, stay focused, and develop a message that gets results. If you invest in a media coach, use someone like Dresser who has been to the game and knows how to play it.

Media Coach and Speech Coach TJ Walker [http://www.Speakcast.com] he says that because talking to the media is like no other conversation you’ll have, it requires your full concentration and all the skills you can muster. Because of that demand, Walker subjects his students to a live interview that he videotapes for educational purposes. “The camera doesn’t lie,” emphasizes Walker. “You will learn how to look your best on TV, if not on the first take, then on the 20th take. There is no way to ‘fake it’ in my individual training course. You’ll be on the sidelines, the lights will shine in your eyes, and the microphone will stick right in your face. Although not always relaxing, videotaping will turn students into media professionals, ready for any type of media situation.”

Among the types of opportunities an author should be trained to handle, says Walker, are live television and radio, ambush interviews, television and radio talk shows, celebrity appearances, interviews in the studio, newspaper interviews, editorial board meetings, radio talk shows, Internet interviews, edited news programs, training videos, telephone interviews, infomercials, press conferences, spokesperson training, and book tours.

Walker’s views are based on 22 years of training CEOs, prime ministers and Nobel Peace Prize winners, as well as managers and staff at client companies such as Microsoft, Bank of America, Unilever and McDonalds. TJ is the most published and produced media trainer in the world, with more than 50 books, training videos, CDs, and software programs to his credit. I consider TJ Walker’s book Presentation Training AZ to be a must read.

I’ve heard TJ Walker say it many times, and I agree with him that the best-selling author will take a careful look at what TV or radio shows to book. In book marketing, you can’t promote a book without first identifying who the readers are before a single sale. Find the reasons why that reader will read that book, and then craft a message to convey to information sources the reader trusts.

Don’t bombard the market with propaganda, but send promotional information to selected streams that reach specific people. That approach has always worked and always will. Salespeople know that you can’t sell an Eskimo a cooler because he doesn’t need it, but you might have a chance to sell him thermal underwear. So take Walker’s advice: Know your niche, and then select the TV or radio show your niche audience listens to or watches.

To successfully market a book, determine who will read it and then go directly to that outlet. As an example, one of my clients has published a book of poetry. Now, the average person won’t buy a collection of poetry. However, certain people love poetry, so we directed our book marketing efforts for this client to poetry magazines, poetry websites, and poetry societies.

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