Here's a great article by Steve Harrison on how to turn those interviews into sales for your books:
to get more interviews!
In the last 20 years, I've helped over 15,000 people -including 12,000 authors -- get publicity on radio and TV shows. ButI've also learned that getting publicity is only part of the puzzle -- knowinghow to turn that exposure into money in your pocket is an equally important butoften overlooked skill.
There are two main ways to make money from publicity. The first is theshort-term direct revenue. That's when someone sees you on TV, hears you on theradio or sees you written-up in a magazine and as a result of that exposure,they then immediately buy what you're offering.
Beyond the immediate revenue, the other big way you profit from publicity isthe long-term credibility and bragging rights.
When you can list in your bio that you've been featured in Inc.magazine and appeared on Good Morning America, or even much smallermedia outlets, that adds to your cache.
Imagine you're trying to land more consulting clients. Instead of just mailinga letter to a prospective client, you might include a CD of a radio interviewyou've done - even if the interview was done years ago. By sending thatrecording, you're showing the prospect that you're an expert in your field(assuming of course it's a good interview and still relevant).
If you give speeches or talks, have the host mention your media appearanceswhen they introduce you because it will instantly heighten your status with theaudience.
Of course, on your website, include links to your publicity hits (or at leastlist them). I know one consultant who more than doubled his closing ratewith prospects after adding a photo of himself on national TV to his home page.
Now let's talk about generating direct revenue from radio/TV appearances.
If you've done interviews and haven't seen a flood of orders, let's face thefact that it's an uphill climb to get noticed and to get people's attention --not just to get your message out there, but to do it in a way that prompts peopleto take action.
If they haven't responded, typically it means your message simply has not hithome for them.
It's relatively easy to just teach things in a talk or in an interview. Ittakes more skill, practice and thought about how to give great value to theaudience and leave them wanting to sign up for what you're offering.
4 Ways to Turn Publicity Into Maximum Revenue
Tip #1. Make sure people know who you are so they can find you later.
Often a big reason people don't buy is they didn't catch your name or what youoffer. Be mindful about how you're positioned in the eyes of the audience. Doyou want to be introduced as "Betty Jones, author of Communication 101"?Or would you rather be known as "Betty Jones, founder ofHowtoNegotiateaRaise.com"?
So, when booking an interview, be very clear about how you want to beintroduced. This especially relates to TV shows that use a caption that comesup on the screen when you're interviewed. After you're booked, you can nicelytell the producer what you'd like that phrase to be. They won't alwaystake your suggestion, but it doesn't hurt to ask.
In addition, always ask the producer to include a link from the program'swebsite to your own site (or listing for your book on Amazon) so audiencemembers can find you even if they forget your name or book title.
Tip #2: Stress the benefits.
This is really key. If someone says "people should take more Vitamin C,and here is a study that shows that," people will think "OK, but whocares? How will it benefit me?"
But if you say, "A lot of my clients who travel often get sick. Whenyou're flying for more than three hours, just by taking more Vitamin C you canavoid getting colds and flu. That's critical when you're traveling forbusiness." See how you're giving a clear benefit?
I'd like you to get recordings of shows you've done or look at the press you'vegotten and ask yourself these questions: Did people know who you were? Did youclearly communicate the benefits?
A helpful service called National Air Check (www.national-aircheck.com) canrecord any radio or TV station anywhere. If you give them 24 hours notice, theycan record any interviews that you do. This gives you the opportunity to reviewthe recordings and see how you're coming across.
Tip #3: Create an emotional response.
Another reason people don't take action or buy your book is they just don'tfeel like it.
They're busy, they're distracted and they're not motivated to drop everythingto go to your web site or Amazon.
A lot of times it's because you haven't provoked an emotional response. Ifyou're talking about nutrition, for example, you need to paint some picturesthat will motivate people to want to change:
"Did you know that last year more people were diagnosed with cancer thanany previous year? Cancer is reaching epidemic proportions, mostly due to theAmerican diet."
You've got to get your audience to feel before they're willing to takeaction. Don't just start solving their problems. Instead, tell a story or painta vivid picture of the problem that you're helping to solve.
Tip #4: Offer hopeful success stories.
In addition to sharing stories about problems, you can also offer hope. Peopletypically want to avoid pain and strive for gain. Sometimes the gain isfinancial. Sometimes the gain is having an ideal relationship, popularity orhealth. What is the hope or gain that people can take away from your message?
I watched an ad for ProFlowers.com on TV before Valentine's Day that wastargeted to men. On the screen they showed several women who said things like,"My friends were just shocked at how generous he was" or "Hereally showed the other men."
The ad's underlying message was, "Order these flowers, because you'll lookreally good compared to the other guys out there." ProFlowers focused onthe positive outcome of ordering their flowers and made that message into alittle story or vignette.
So you also want to tell a story. If you're a diet expert, the story could beabout a woman who lost weight and finally fit into a bikini ... but there'smore to it. Maybe she had been divorced and had gone through a really darkperiod in her life. But by following what you are talking about today, she notonly lost weight but met a man on the beach and they got married a year later.
Stories like these help people experience a "why" --why should theytake action?
As you've noticed, I put an emphasis here on stories. It's amazing how fewpeople really tell stories, even brief ones, as I just did. Tell stories thatshow what can happen as a result of following your advice.
Those are four valuable tips you can use to get more powerful results from yourpublicity.
Next week in part 2, I'll have another 5 tips for turning interviews intosales.
How to Turn Radio/TVInterviews Into Sales, Part 2 of 2
By Steve Harrison
(NOTE: If youmissed Part 1 of this article, you may read it here)
In last week's article, Ishared four successful strategies for making more money from your radio, TV orprint interviews. The ability to profit from their media appearances is one ofthe traits that set successful authors, experts and entrepreneurs apart fromthe rest.
I talked about the crucial importance of people knowing who you are and howthey will benefit from what you offer. I also offered several ways to triggeryour audience's desire to buy and how to connect with them emotionally.
Here are some more key tips that you'll want to try.
Tip #5: Show your passion.
Before you appear on radio, TV or in a teleseminar, make sure you choose atopic to address that you are sincerely passionate about. You need to convey yourpassion in your words and tone of voice every time you're interviewed. If youseem bored with your subject, your audience will be too.
My past client Robert Kiyosaki, bestselling author of Rich Dad, Poor Dad, talks about"drawing the line in the sand" and daring people to step over it.
When he begins a talk he'll ask his audience: "Are you going to be someonewho is dedicated to getting a financial education and will make the decision tobecome rich? Or are you going to be like everyone else and keep struggling topay your bills?"
Kiyosaki shares his passion for learning wealth-building strategies with hisaudience and makes them want to sign up for whatever he's offering. You canalso get others excited if you tap into your enthusiasm for your topic.
Tip #6: Offer valuable tips, thendirect people to your book to learn more.
If you give out a variety of good tips in an interview, people may listen andthen say, "OK, I've learned enough. I don't need to get the book."
Just providing lots of facts or tips is not enough. However, you do need toshare information in your interviews. When the host asks you a question, you donot want to say "The answer is in my book" and not answer it on air.Interviewers will hate that. They're not going to want you back, and thelisteners will be unhappy too.
That's why it's important to give a sample of the advice you offer to whettheir interest. When asked a question, you could respond, "Oh yeah. That'sa big problem that we address in my book. One of the things we've found thatreally helps is ..." Or, you can mention three healthful foods, then say,"We offer a dozen other foods people can eat to have more energy in ourbook."
Ideally, your tips should be counter-intuitive and provoke an "ah ha"reaction. They shouldn't be something everybody already knows.
If you're a nutritionist and you say "you need to eat more fruits andvegetables," that won't make anyone say "ah ha." But, if youtell me that I'm better off if I eat a Hershey bar before 10 a.m. and that I'llbe less likely to see the effects on my waistline because of how the metabolismworks, I'll think, "Hmm. Really? That's interesting."
Focus on the unique theme of your message. If the unique theme is like theexample above, that when you eat is more important than what you eat, that willmake people say "Wow." Then they'll want to read your book to findout more.
Tip #7: Clearly explain how toorder -- and choose a memorable URL.
I'm surprised how many experts don't even think about the action they wantpeople to take when they do interviews. It's not enough to hope that listenerswill want to Google you or look for your book on Amazon.
Make it easy for the audience to act by explaining how they can contact you oraccess your website. I recommend that you choose a URL that's short, easy toremember and paints a positive outcome.
For example, I remember watching a TV interview with a parenting expert namedJames Lehman, during which he mentioned his website www.EndDisrespect.com.If
you have a child or teen who's acting out, you'll definitely want to visithis site.
When you go to that site, it automatically redirects you to his main Web page.I'd like you to follow Lehman's lead and give out a simple URL that people caneasily remember.
Tip #8: Address any obstaclesthat might keep people from buying.
If you publish a cookbook for diabetics, your audience members might think,"This book is for people with diabetes. That doesn't relate to me, so Idon't need to buy it." One way around that is to mention that your bookmakes a great gift or provides important information that affects them.
You could say, "Unfortunately, a lot of people listening to this show arepre-diabetic and don't know it. My book includes a 10-question survey to helpyou determine whether or not you're likely to be pre-diabetic." Then add,"Everyone knows someone with diabetes, so I've had a lot of people buy mybook as a gift." This gives them another reason to buy.
It's also crucial to overcome procrastination. People may hear you speak aboutyour book and say, "That sounds good. I might want to get that. I'll do itlater." You want them to buy it now.
One way to encourage quick responses is to make a special offer. Say, "Iwill offer a free bonus to anyone who contacts me via my website in the nexthour." Or, "people who order my book today will get adiscount." You can also give them something extra if they buy today, suchas a companion workbook or CD.
Tip #9: Let your audience know you'reavailable to speak.
Let's say your topic is "how to get along with difficult people atwork." If you want to establish yourself as a corporate speaker, how canyou reach people in a position to book you to speak?
You can plant that seed during your interviews. The trick is to weave in one ortwo stories like this one: "Dealing with difficult co-workers is a bigproblem in many offices. That's why companies often invite me in to doworkshops. Just the other day in Chicago,I was presenting a workshop at a major company and a supervisor said...."
See how I planted that idea while telling a story? So people driving along andlistening to the radio might think, "Hey, I could have him speak at mycompany."
Tip #10: Establish a connection withthe host and audience.
Finally, when doing a radio or TV interview, the most important thing is yourability to connect with the host and with the audience. To get your audience torespond to your message, you've really got to bring a lot of enthusiasm andauthenticity.
One way to achieve that connection is to make the host look good. Use thehost's name and say, "You know, Michael, that's a great point." Whenyou get callers, use the caller's name, correctly pronounced, in your answer.
Focus on creating an atmosphere where it's clear that you want to help theaudience and help the host, and you're really excited about what you're doing.
When you do, the host will start plugging you and might invite you back. Ifyou're doing a print interview, the reporter will give you more space in theirarticle.
Now that I've shared my top 10 strategies for profiting from publicity wit hyou, I hope you'll put them to work the next time you do an interview. You maybe amazed at the results.
Posted By: Pam Perry
Tuesday, May 14th 2013 at 7:43PM
You can also
here to view all posts by this author...