The most frequently overlooked opportunity by inexperienced media guests is the ability to maximize your radio interview as a platform for marketing yourself or your services in the days and weeks leading up to the event. Instead, most new radio interview guests place all of their hope and expectation on the instant reaction of their target audience.
While you must aim for immediate success with your audience during your radio interview, you also need to make sure that your listeners have the chance to see you, think of you and buy from you before, during and after your on air minutes.
Anytime you are booked for a TV or radio interview or to do a news, blog or magazine interview, you have been gifted with numerous publicity opportunities, many of which occur prior to the radio interview or publication date.
While your actual appearance is important, of course, the days between the date you confirm the booking, and the official publication date, are priceless.
Traditional stations neither charge you, nor pay you to appear on their show. It is a mutually beneficial exchange in which both parties receive value. Yet, if you were to take advantage of one of the many shows that do offer paid placement, you'd be looking at $2500-10,000 for a five minute segment, depending on the market.
What is important to understand is that your show appearance, as valuable as it is, is not the most important thing that is happening here. It is just the tip of the marketing iceberg.
Following is a list of marketing activities you can do before your radio interview to maximize your media appearance.
1. Involve your social networks. As soon as you are booked, invite your connections to celebrate with you. Post a note like: "Celebrating! Just got booked by CNBC to do a segment on Busy Women. So honored!" You can bet that a comment like that will generate questions about how, when, where and what.
2. Create at least one blog post about your upcoming appearance. If you have a chatty-style blog, provide the details about how you got invited, when you go, etc. If you have an information-type blog, post blogs about what you will be sharing on the air. You cannot possibly give all the details in a short radio interview. Give the rest, in advance, on your blog, then drive radio listeners to your site.
3. Add a sign-up option. Once listeners arrive at your site, you need to capture their email information. The best way is to provide a free report about the topic you will be sharing on the air. Give it away to any one who requests it.
4. Write an article. Once you've posted some informative blogs, combine the best into an article and submit it to your favorite ezine, magazine or online article site. In the article, do not mention the radio interview, simply share an expanded version of the concepts you will share on the air.
5. Send an email blast out to your list. Before the show, on the day of the show and following the show, let your list know about this. Keep it short and focuses on the subject of your upcoming appearance. (ie - The 1st paragraph can touch on the interview details followed by one paragraph about how they can access your new book, new service or coaching expertise. Short is best!)
6. Post updates to your social networks. Mention any interesting aspects of your preparation, like: "Just booked my flight for my CNBC appearance on 3/10 about Super Busy Women." Remember: The average social networking user has under 200 connections and most only dream of having the opportunity you now describe. They are interested in the process, and in you, which is why they allowed the connection.
7. Be a pro. Let the facts be facts so your followers and radio interview audience can relax and enjoy you. Anytime you stretch the truth, make up facts or boast about yourself, you lose friends... on and off the air.
8. Prepare for the interview. Learn how to speak in short, succinct statements, known as soundbites. So many guests finally get on the air, only to flounder and fail. Don't be one of them!
9. Mention it. In conversation, people often ask about your current projects or activities. When they do, mention your upcoming radio interview. They want to know! They need something fun to talk about with their co-workers at the water cooler tomorrow or at the park with their play group. Be the hot topic they can't wait to share. As in your email, share a bit about the interview, but also share about your area of expertise, your topic.
A radio interview provides the opportunity for you to focus wandering minds on your uniquely powerful approach to a problem or concern many people face. You are the expert: Solve their problem! Use the radio interview "news" to mention your availability and resources. It is fair, it's fun and it's financially rewarding. Plus, your family, friends, fans and followers will feel honored to get to see into this part of your life.
Marnie Swedberg is the mentor to thousands of super busy women worldwide through her 12 books, numerous websites and as the host of "Marnie's Friends," a featured show on Blog Talk Radio. She offers many free resources, a mentorship program and more. Visit Marnie.com.