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In a world where just about anyone can publish a book through self-publishing channels, the key to success of your new book is going to be not the quality of your writing as much as the quality of your marketing. With so many books on the market, and new ones hitting the virtual bookshelves every day, you need a solid way to ensure others hear about your book in a timely manner. Radio interviews can help you get the word out about your book and what people can glean from it. Here are eight steps you can use to get more radio interviews to discuss your book.
Before you begin looking for interviews, determine the niche your book fits. This is essential, because it allows you to target those radio personalities and shows that fit that niche. If you have written a book about parenting and you interview with a humor radio personality that appeals mostly to the 25-and-under crowd, you may struggle to not only land the interview, but also to succeed with it.
Before you approach the radio personality and ask for an interview, ask yourself this: what newsworthy thing does your book offer? What is the fresh take that your writing will give to the radio personality’s audience? Radio shows want newsworthy topics that will interest their audiences and generate a buzz. Showcase a benefit or tie your book into a recent current event, and you will be more successful at landing interviews. Words like “secret” or “insider tips” can help make your pitch sound more newsworthy.
Before you pick up the phone or shoot off that email, craft a pitch. What is the hook that you will be providing to the interviewer to make them want to call you up and let you interview? Consider the newsworthy topic you have created, then craft a pitch around that. Create a basic pitch, and write it down, the tailor it to the show you are contacting. tying in the interests of the reporter or talk show host you are targeting.
Radio personalities receive hundreds of pitches every single week, and they often have tight deadlines in which to get their shows to air. If the pitch is too long, the busy professional is just going to toss it. Craft our pitch so that it grabs attention quickly and says what it needs to say without delay. Bullet points, bolded statements or highlighted words can help the important features of your pitch stand out, giving the radio journalist the chance to decide whether to read the rest of the pitch or not.
Is your pitch relevant to the reporter and his audience? If it’s not automatically relevant, find a way to make it so. If it does not connect to what they normally talk about, then you won’t get an interview.
Can you brand yourself as an expert in your niche? Rewrite your LinkedIn profile, start blogging on your topic and do everything you can to brand yourself as an expert. Then, when you send a pitch for your book, you will find that your branding efforts make that pitch more attractive. After all, a radio professional with a personal finance show who can say they have an “investment expert” on their show is going to jump at the chance to interview you.
Remember how busy radio professionals are? If you send a pitch and do not hear back, it may be because of any number of distractions. So, you need to follow up. A quick email or phone call can keep your pitch in mind. When an opening is available, your polite follow up could be the difference between being shoved into the “later” folder and being called for an interview.
If you do get an interview, make it count. Other radio professionals will be listening, and you want them to take notice. Be interesting, provide something of value, and you just might find that people are calling you requesting interviews next, instead of the other way around.
Radio interviews are an effective way to get the word out about your book. With these steps, you can improve your chances of successfully landing an interview and improve your marketing efforts for your book.