Shel Horowitz's Monthly Frugal Marketing Tip, September, 2005

When you're on radio, you have two objectives: First, you want to generate action among your listeners: a visit to your website, a call to your toll-free telephone number. But you also want to do something else: you want to wow the producer and the host because you were such a wonderful guest.

How?

* Show passion and excitement. Be animated in your voice. Smile a lot--it does come through.

* Know your subject inside out and backwards. Producers hate guests who get confused or who give out bad information.

* Be controversial but not hostile. Make points that people will disagree with; spark debate; get the phones to light up if it's a call-in show. But don't act angry with your interviewer, even if s/he's hostile.

* Offer giveaways: copies of your book, a special report, a contest. First, this gives the host a reason to announce your website often, and second, it adds value for the show's listeners.

* Answer the interviewer in enough detail that listeners feel you're not cheating them, but not so much as to be boring. It's OK to give a couple of message points and then say "I go into this in more detail in chapter seven of [book title]." But don't just insult people by telling them to go read your book without answering the question

Thank you reading this back issue of Shel Horowitz's Monthly Frugal Marketing Tips, published every month since May, 1997; please click here to view the complete archives, grouped by subject. Shel is an internationally known copywriter and marketing consultant, author of Grassroots Marketing Getting Noticed in a Noisy World, Principled Profit: Marketing That Puts People First and several other books, and creator of the Frugal Marketing web site. Please click here to contact Shel.