I’m a big Ted Nicholas fan.
He has been one of the most successful and sought after copywriters in the world and is the author of numerous best selling books.
Below is an extract from his latest newsletter, which contains some great advice I wanted to pass on.
Everyone in the economy is looking for cost-effective ways to sell products.
Radio and TV interviews are one of the very best and economical ways to sell books, information products, and practically everything else.
Tip: Virtually all products and services can help create a basis for a great and interesting interview.
The key to success is not a particular book or other product. It’s not about the product at all. It’s more about how interesting you as a guest are perceived.
Best of all, it’s a low-cost or no-cost marketing method.
However, the majority of guests on radio shows don’t do well. And they are never invited back.
They make numerous errors which turn off interviewers. In short, they bomb.
Conversely, my radio and TV appearances have always been one of my best methods of selling tons of books.
Radio works even better today than ever before. And often you can do them on the telephone,
avoiding travel.
Plus, radio often works better as a sales medium than TV.
TV used to be the number one medium as far as books are concerned.
Why?
Radio personalities often have more loyal listeners and you are not fighting the clicker.
Of course, there are still a few TV shows that are good for books. Oprah Winfrey, on which I’ve
appeared, is number one. But it’s tough to be booked on this show as competition is keen.
Today I’m going to share step-by-step just how I go about it. Then you, dear reader, can replicate the process.
** Getting booked **
Contrary to popular belief, it’s quite easy to get booked on most shows.
Why?
Radio and TV shows have a constant need for interesting guests. And they “use up” or burn
through guests at a very rapid rate.
** Use postcards to solicit a booking **
What’s working particularly well these days is using a postcard to approach the show.
A postcard helps overcome the challenge of getting a letter opened and read.
Moreover, “gatekeepers” will usually pass along a well-written postcard to the person who actually books guests.
The key to effective copy is to present the author or yourself in such a way as to be an interesting
subject to be interviewed. And be newsworthy as well.
If possible include a tie-in to today’s news or trends.
Use testimonials from other shows on your postcard as well once you have them. This confirms what a fascinating guest you actually are.
As always, a good headline is necessary to gain attention.
Include a good photo of you, the author.
A follow-up call a week later ideally by someone other than you will often seal the booking.
Obviously, a powerful book with a hot title, or the name of any other interesting product is necessary as well.
Once you are booked on the show it’s easy to “blow” the interview insofar as sales. This is how to
make it really successful.
** Secrets of becoming a great interview subject **
For this example I’ll use a radio interview done on the telephone. Here are the step-by-
step procedures.
1. If your phone has a cord, get an extra long, 10 foot telephone cord and hook it up to your phone.
(Radio Shack or other similar stores of this type sell cords.)
Never, ever do a radio interview sitting down. Or for that matter any important telephone call. Your voice will sound like you are almost dead and thus boring. When sitting you are actually squeezing your chest and voice box.
Instead, always stand during any radio interview done by phone. You voice will sound alive,
enthusiastic, and exciting.
2. Write the interviewer’s name and call letters and city where the station is located in large print on an 8.5 x 11 inch sheet of paper. Scotch tape it to the wall in front of you.
Refer often to the interviewer by name. Say, for example, the radio personality’s name is Scott
Smith at WNBC in Kansas City. The sweetest sound to all interviewers is his or her name.
Say things like, “Hi Scott. I’d love to know what your listeners in WNBC in Kansas City would like
to know today about (your subject).”
Many popular shows also use a “call-in” format. In these the listeners will inform you of their interests.
Tip: Your goal is simple. Help the listener in every way you can. Initially forget about selling your book. If you do your job well, sales will be produced.
Answer questions in short sound bites. Resist the temptation to give a lecture.
And please don’t answer a question the way typical authors do when they say, “Well, the answer to that is in chapter 9.”
Avoid hawking the book. Crass overselling and pressure to buy your book turns people off.
Remember this. If you do a really good job of helping the listeners you will be an interesting and
valuable guest. Many will buy your book.
Tip: During a commercial break ask Scott if he would please ask you towards the end of the show
how people can get hold of your book. He will nearly always agree.
Then at the end of the show, ideally you can give a toll free number where people can call to place an order.
Remember.
(a) Don’t lecture. Answer in sound bites of 17 words or less.
(b) Don’t refer to your book during the interview unless asked.
(c) Do help the interviewer and listeners with sound and practical advice.
(d) Do stand during the interview.
(e) Do smile during the interview. You can hear a smile on the radio. Skeptical? I can prove it!
My students who have appeared on radio and TV and sold lots of stuff have also used the procedure described above.
I’ve helped restaurant owners, retailers, farmers, models, consultants, salesmen and women, etc., as well as authors and publishers do interesting interviews which have produced volume sales. And it’s also helped several build their career.
What about you?
I suggest you start sending postcards to radio and TV stations.
You can get names and addresses of radio and TV stations in any good library, or on the Internet.
Study the above techniques well. They work. You’ll be delighted with the success you’ll achieve.
Your correspondent,
Ted Nicholas
This article appears courtesy of THE SUCCESS MARGIN, the Internet’s most valuable success and
marketing e-zine. For a complimentary subscription, visit http://www.tednicholas.com/
