One of the fastest, cheapest and most effective ways to establish yourself as a leading expert (and thus, attract more clients) is by being interviewed as a guest on a radio show, podcast or audio seminar.
(In fact, did you know that Oprah got her start in radio? She discovered her knack for broadcast on a high school field trip to a local radio station. And by the age of 19 she was co-anchoring the local evening news.)
While getting yourself invited on these programs is certainly half the battle, the other half is knowing what to do once you get there. Here are 9 tips you can use to ensure you make the most out of your appearance.
1.) Set a specific goal for the interview. And here’s a hint: That goal is NOT to get your name “out there.” Unless you’re Nike, Coca-Cola, Target or another big name brand, “out there” is meaningless.
So what is meaningful? More than likely your goal should be to drive listeners to your website, where they can learn more about the products or services you provide… and where you can capture them on your opt-in list.
2.) Keep it simple. Have a website address that’s easy to remember and easy to spell so listeners won’t forget it. If necessary, get a domain name to use just for broadcast or audio interviews. Even better, send listeners directly to a landing page that welcomes them by name, such as: “Welcome listeners of Bob Scott’s Entrepreneur Success podcast!”
3.) Make them an offer they can’t refuse. Incentivize listeners to take that extra step of going to your website by offering them something they really want, such as a free special report, discount, coupon, 15-minute complimentary consultation or free sample. Just remember, the offer needs to be so enticing that it drives people to act right away… before they get distracted by something else and forget all about it.
4.) Know what to expect. Listen to the program or teleseries at least a few times before you go on. (Imagine being a guest on the Howard Stern show if you’ve never listened before!) This will give you a feel for the format and also the tone. Is it more serious? Or is it more free-spirited and fun? Is it a hard-hitting business program, or is it on the side of mind, soul and energy? Does the host like to interject or be contrarian?
5.) Know the audience. Find out as much as you can about those listening to the program. More than just asking about the size of the audience, inquire about both its demographics (i.e. age, gender, geography, etc.), as well as the audience’s psychographics (i.e. their values, their interests and their motivations, etc.) Use this information to plan out the key points you want to make. Try to relate to them on “their terms” as much as possible.
6.) Stay focused. Audio – whether an old-fashioned radio program or a podcast on the internet – lends itself to communicating only ONE key message. Identify the No. 1 thing you want listeners to walk away remembering and then find three different ways to say it. Use a different supporting point, fact or statistic for each option.
For example, if your key message is that “all entrepreneurs should participate in a coaching program,” three ways you can repeat that message might be:
OPTION 1: “Entrepreneurs who participate in coaching programs report earning 20% – 25% more on average annually than those who don’t.”
OPTION 2: “Years of research have shown that business owners who work with a coach are more likely to achieve their goals in a shorter amount of time.”
OPTION 3: “Another benefit of coaching is that entrepreneurs benefit from an increase in things like self-confidence, productivity and creativity.”
6.) Bridge to your message. A bridge helps you get from the interviewer’s question to the point you want to make, like this:
Interviewer: But isn’t true that anyone can call himself or herself a coach these days?
Interviewee: As with anything there are certainly good coaches and not so good coaches, but the thing to remember is [bridge to key message] that those who are working with effective coaches are on average outperforming those who aren’t. In fact, the coaching services often pay for them selves many times over. Just take the time to do your homework to find the right coach for you.
7.) Flag your message. Flagging alerts listeners you are about to say something important. Here are a few examples…
“What’s most important to keep in mind is…”
“If there’s just one thing your listeners should remember, it’s…”
“If you were only going to do one thing, it should be this: ”
“I don’t want anyone to miss this key point…”
8.) Focus on sound quality. Call from a landline. Drink something warm (or with honey). Disable call waiting. Put the dogs outside. Leave your cell phone in a different room. Leave a note on your front door instructing delivery drivers or solicitors not to knock or ring the doorbell.
9.) Keep a pen and paper handy. If during the interview you think of something you want to say, be sure to jot it down so you remember to come back to it later.
Known as The Corporate Agent, Angelique Rewers, ABC, APR, teaches micro business owners and solopreneurs around the world how to grow their small business by working with Big Business. Get her FREE CD and articles at www.TheCorporateAgent.com.
