As an author, you want to hire a publicist who has connections to radio and podcast hosts and can book you on those programs. As an editor, I’ve encouraged some of my authors to book radio interviews. After the interviews, one author told me he didn’t believe they helped sell books. Then I asked some follow-up questions. Did you get the recording from the interview? Are you storing that interview on your website, so it does not disappear? This author was not taking any of those important follow-up actions. In this article, I want to help you increase the effectiveness and longevity of your interviews.
As an author, your publicist will schedule you on various radio programs. These radio programs are wonderful opportunities to talk about your book. The talk show host normally receives a series of interview questions ahead of time. These radio hosts interview different authors day after day on their program. You can’t assume the host has read your book—and you are better off assuming they have not read your book. Instead, they will use the interview questions to speak with you about your book.
For example, I’ve done more than 50 radio interviews about Billy Graham and my biography. I’m asked the same questions over and over. Yet each time, I answer them with enthusiasm as though I’m hearing the question for the first time. Depending on the radio program, often these shows only cover a certain area of the United States. How do you get more mileage from these interviews?
First, ask for a recording of the interview. Sometimes the radio station will put it on their site after the interview. Other times if you ask, they will email the audio file to you. You have to ask for it or search for it and preserve this audio file.
With this audio file in your possession, the next step is to listen to it. Is it a solid recording? Do you need to cut out local commercials or anything to make it universal and just your interview? I use an audio program called SoundForge for this editing process. Just like Microsoft Word edits words, you can use SoundForge to edit audio files.
I create or check to make sure I have a solid recording of my interview. Next I upload the audio file to my own hosting site. If I just link to the interview from someone else’s site, they are in control and I’ve had these links disappear. When I put it on my own site, I know the interview is always going to be available online and never disappear. You have to make sure you preserve the interview on a site that you control.
The final step is to incorporate this interview into your on-going social media efforts (X/Twitter, Facebook and LinkedIn). Here’s an example from one of my radio interviews about my Billy Graham book: http://terrylinks.com/KPOFGrahamInt The interview was recorded months ago, yet because it was a morning radio show, it sounds like it happened yesterday. The listener doesn’t need to know the real date.
Because I reuse these interviews, people will regularly email me saying they heard my interview and compliment me. I respond with gratitude and never say when it actually happened (not relevant information for that listener). These recordings continue to promote and drive book sales and exposure for my book—long after the interview. Like many of these actions in the marketing area, they do not happen unless the author takes control of the interview (storing it on your website) then continues to promote it.
Promoting your book on the radio or a podcast is important and something every author should actively pursue and continue. In my view, it is equally important what you do with these recordings after the interview. Use these live events for on-going and continued promotion of your book and work. These interviews are essentially timeless and can be used repeatedly if you take action.
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7 comments:
Excellent advice, Terry. There are so many avenues authors can take to help promote there books. I used to do webinars, but stopped. I keep meaning to do podcasts and now radio interviews!
Karen, thanks for the comment. It's a challenge for every author but we need to devote the time and energy to telling other people about our books. We are the best advocate for our work. I hope this article helps stir authors to action for their own books.
Your story reminds me how I for some reason am always surprised when authors have never heard my advice, have forgotten it, or just plain don’t believe it. #TheFrugalBookPromoterTips: “For a promotion to be successful, ya gotta promote the promotion.” I try to make it short and memorable. Your article sadly point out that I am failing. Wahhhh!
Oh, I meant to suggest that you write an article on a step-by-step of how you might do this promotion for radio spots without a publicist. Not everyone has has books with titles as salable for the purposes of radio as your long-lived biography of this man who has been a figure in the Christian world and beyond for what, six decades now? (I’ve also been working on a section in my new book at how important reviews --interviews , too!--are for reviving a book that has lost steam! Or making an old book into a classic. Yours is a classic example of doing just that!
Carolyn, thanks for these comments. I don't believe you have failed with getting your wisdom into the market. Our world is full of opportunity and authors need to take continued action to seize that opportunity. It is often a challenge to know which things to do and which ones to not do. I love your promotion how-to books and how you've helped many of us with such insights. Keep on keeping on--and I will too.
You always make me smile. I value having you as a peer who shares--and for so long! (-:
Terry, your information in this article is thorough and very helpful. I haven't branched out to radio interviews. I will save your article for the steps I need to take. Thank you for sharing your expertise. It is always appreciated.
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