After publishing Influence and Thrive, I wanted to create some buzz about its value, so I knew I needed to do more about the book’s positioning.
I’d learned that authors needed to roll up their sleeves to extensively market their books if they wanted results. Bestselling nonfiction authors and respected authorities in the publishing business also recommend regular marketing.
Now it’s not a secret that the success of a nonfiction author depends on how he/she can leverage his/her book for opportunities such as speaking, consulting, training, or coaching – and not really on book sales. (Selling hundreds of thousands or millions of copies is an admirable feat that can bring considerable fame and revenue, but most nonfiction authors rarely would).
Therefore, I needed to push myself beyond my comfort zone. And therein lay the problem.
As an introvert, it’s difficult to constantly put my work on display. But when writing Influence and Thrive, I was forced to confront my natural disposition to solitude and the behind-the-scenes grind. I realised that if I didn’t spotlight my book and my work, I couldn’t positively impact many lives or enjoy the success I deserved.
And so began my bold(er) foray into the media.
I started by announcing on LinkedIn that I was open to media appearances on radio, podcasts, and TV. I hit the ‘Post’ button before I could convince myself to scrap the idea. That move was bold; it was daring; it was scary.
Even though the post didn’t go viral (which one does?) the reactions I got encouraged me. Then a previous executive MBA student, whom I’d had coaching sessions with and whom I had helped prepare for an international speaking engagement, was kind to refer me to a radio host. I then had a conversation with the radio producer, and we scheduled a date for my visit to the station to discuss a key theme from my book.
I also ‘recruited’ my sales guru husband to scour his network and make calls. He’s one of those professionals who knows somebody that knows someone else. Through his efforts,
I landed two more radio appearances in Lagos, Nigeria: the ‘On-Air Book Club’ on Inspiration 92.3FM (a popular radio station with wide coverage) and Metro 97.7FM.
I’m still making moves to land TV segments.
Since I’ve done a couple of radio appearances over the last few years, below are tips I’ve learned about how to impress the radio host/producer and have an enjoyable experience:
1) Realise that the show is not about you
This directive sounds counterintuitive. After all, if the radio host didn’t want to know more about you and your work, then why invite you in the first place?
But here’s the thing:
Radio hosts and producers’ priority is to their audiences and the value their shows bring. The more value they provide, the bigger the engagement/viewership, and the greater the revenue for the station.
Unless you’re paying for the airtime, if you don’t explicitly show how your content will provide considerable benefits to the radio’s audience—and make the radio host look good for snagging top-notch thought leaders—you won’t land the opportunity.
If you’re famous or infamous, then you probably don’t need to do much to draw in the numbers. After all, if Donald Trump were to appear on your favourite show, you’d listen – whatever side of the love-hate relationship you hold with his persona.
But since we can’t all be Trump, Winfrey, or Mandela, realise that the focus on your insights is not geared to massaging your ego. However, making your content audience-centric circles back to boosting your reputation.
Therefore, give value first and give abundantly. You’ll be rewarded with increased visibility and sharpened credibility. Plus, you can request, and get, the audio files and sometimes the video clips of your sessions to share on social media and your website.
Radio stints generate great publicity – especially if the host is a rockstar in his/her own right. They call them ‘on-air personalities’ for a reason.
2) Be polite, gracious, and warm
I’ve enjoyed all the radio appearances I’ve had over the years. But one of the most enjoyable was my discussion on the ‘On-Air Book Club’ on Inspiration 92.3 FM in Lagos, Nigeria.
The host was young (most likely in his mid to late 20s), humorous, and engaging from the moment he began to the end of the show. From singing Beyonce’s Party hit with Andre 3000 off tune, to his entertaining introduction, I knew the session was going to be memorable.
I laughed, was completely at ease, and had a great experience. But I was also appreciative of the opportunity and gave him my full attention. I concisely answered his questions and highlighted my recommendations.
Recalling my experiences as a guest on radio, below are points to note if you want to score big points with your radio host:
i) Be polite and gracious
Good manners pave the way for a great conversation.
ii) Smile and use open arms when gesturing
Warm body language cues become easy when you focus on the radio host and when you’re present in the moment.
iii) Speak clearly and concisely into the microphone
Move close to the microphone, speak clearly, vary your tone, and increase your volume. The effect will be captivating. Powerful, clear speech is necessary for great audio quality. There’s nothing worse than ‘scratchy’ audio or low volume.
iv) Answer the questions and don’t deflect
Yes, really. Only politicians can be pardoned because they’re masters of the art of deflection. If you need clarification, say so, but don’t try to ‘outsmart’ the host.
v) Don’t ramble or you will be cut off
This situation happened while I was on air on Inspiration FM. I was giving some context to my answer when the host politely interrupted me mid-sentence to state: “Sorry to cut you short. Was there…?”) I got the message and proceeded to give concise answers.
vi) Keep your ego under control
Building from the last point, when you’re cut off (often done politely), smile, nod, and then carefully answer the next question. Don’t get defensive or argumentative. Remember you’re live on air and can’t take back careless words you utter. Your reputation as a rational, confident, and knowledgeable professional will also fly out of the window when you’re difficult.
vii) Agree to disagree with your host if necessary
But always with a smile and grace. You can disagree without being disagreeable. Listeners (or viewers if the session is streamed live) can ‘feel’ your smile across the airwaves. It’s the same feeling you get when you ‘feel’ the warmth of someone’s smile on the phone and immediately consider that person charming.
viii) Flaunt your personality
Yes, even an introvert like me has one.
For the love of all that’s good, don’t be boring on the radio.
During the session on Inspiration FM, I allowed myself to relax and draw from the energy of my host. As a result, I smiled (a lot), laughed, and even threw in a humorous comment that made the host laugh. (When I watched the session afterwards I was surprised that I could be funny). I didn’t plan what to say as there were no pre-session questions. Everything flowed organically – and it showed.
Watch the full session on YouTube or the snippet below to see how much fun I had.
There’s magic in your personality, so let it flow.
Being relatable also scores you brownie points with your host. A bonus (as I’ve found through my unscientific deduction) is that being warm uplifts your mood.
3) Stay prepared
I came across this sage advice from a nonfiction author (whose name I, unfortunately, can’t recall) who succeeded in landing free media stints.
In addition to knowing your material thoroughly (and doing the necessary research) she recommended having promotional materials and a complete author/media kit.
Now you should prepare by familiarizing yourself with your material and pulling your author files together. But more importantly, stay prepared to act whenever the opportunity arises. To do this, you’d need to ensure your media kit is ready and stored in the cloud (e.g. Dropbox and Google Drive) before you need it. In this way, you could quickly send off the information if contacted to speak at short notice.
Your media kit contains your professional author headshots, book images, a press release, a PDF of your book, topics you can speak on, and suggested questions you’d like to be asked.
That nonfiction author, who I mentioned earlier and who was featured in a reputable media outlet, got the call while she was lounging on a beach chair on holiday. She was sipping her favourite drink, basking in the sun, and reading a novel when a reporter called to invite her to speak in 48 hours because someone had suddenly cancelled. Within seconds, she offered to send the media kit and listed additional information she could provide. The author then asked sweetly, “Is there anything else you’d need that will make your job easier?” There was a stunned pause before the reporter admitted she was impressed by the author’s preparedness.
After reading that account, I got all my documents together, updated my media kit and stored it in the cloud.
The media kit is often the first thing the media will ask, and if they don’t, offer to send it anyway. Just ensure you enable access if you’re sending it via a Google Drive link.
Even before I spoke to one of the radio hosts who recently booked me for a live session, I was told to send him my media kit.
Therefore, stay prepared so you can act quickly and take advantage of impromptu opportunities. Timing is a critical factor in the media and a slight delay might lose you a good slot.
Conclusion
Even if you’re not an author but would still like to land media appearances as an expert in your field, first work on your pitch. Ensure it’s concise and that the pitch highlights the unique angle/insight you’d share to help the host’s audience (and make him/her look good).
Then follow the tips shared in this post to wow your radio host, thrill the audience, and cement your credibility as the go-to expert in your field.
Finally, enjoy your time in the limelight.
You’ve earned it.
Learn about effective business communication in my new book Influence and Thrive!
The book tackles nonverbal communication, public speaking, and business writing for two target audiences: professionals, entrepreneurs, and business leaders in the first group, and corporations and organisations in the second group.
Influence and Thrive: How Professionals, Entrepreneurs, Business Leaders, & Corporations Use Effective Communication To Get Results, is available on Amazon (in Kindle, paperback and hardback versions), at Barnes & Noble, on Kobo, at Waterstones, and in many other international outlets, stores, and libraries worldwide. So order your copy today.
And don’t forget to check out the Influence and Thrive website for all information about the book, including the trailer, advance reviews, exclusive offers to Nigerian residents, and how to contact me. Then email me your thoughts on how to intend to apply the foolproof techniques I recommend in the book to get the results you deserve. And please post your reviews on Amazon, Barnes & Noble, Waterstones, Goodreads, and on your favourite online retailer. Please help me get the word out of this evergreen communications book. Thank you so much for your support!
Over to you:
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N.B: First image is courtesy of Alexander Lesnitskya via Pixabay. Screenshots of LinkedIn post courtesy is of Lucille Ossai. Last image is courtesy Clker via Pixabay.