Yesterday’s WNFiN blog post discussed tips for building platform and becoming an expert by becoming a socially relevant writer so the media will seek you out often. However, many nonfiction writers find speaking to the media intimidating. In fact, speaking to the media — radio and television show hosts, internet radio show hosts and journalists of all sorts — takes a bit of getting used to for most people, not just writers. And, as mentioned, in yesterday’s post, it’s useful–if not necessary, to get some media training.
WNFiN can’t provide you with a full course in media training, but I can provide you with a great expert blogger, media coach and marketing strategist Susan Harrow, who can offer you a few media coaching tips to help you avoid some pitfalls when you get that first (or 100th) chance to speak to the media about your writing project. Also, check out WNFiN’s blog posts in the media, speaking and platform categories.
Media Coaching Tips:
5 Mistakes to Avoid When Promoting Your Book on Radio or TV
By Susan Harrow
I just heard a very skilled radio guest make several gaffs that made me not want to listen to him. Even though he was clearly lively and entertaining, his attitude was condescending and a bit snooty. Tone is more important than words. If we’re turned off by your attitude or tone, most likely we’re not going to buy your book or become one of your loyal fans.
Today, nonfiction writers must make media appearances. This exposure builds readership, or book buyers. Here are five mistakes to avoid when promoting your book with the media, so you don’t turn potential readers away.
1. Don’t be repetitive.
Be fresh. Even if you’ve told your story or shared your information thousands of times, it should still sound like you’re telling it for the first time. Certainly, don’t tip your audience off that you’ve said the same words before. In the interview to which I referred earlier, the expert said a number of times, “I like to say…” or “I’ve often said…” We don’t want to hear what you’ve often said, we want you to speak directly to us as a shared intimacy, a secret, a special something just for us.
2. Don’t say, “In my book.”
Who cares what’s in your book? This expert kept saying, “In my book this..” and “In my book that…” Does this make me want to read it? No. Also, I don’t even know the title! So, I couldn’t read it if I wanted to. We want to be enticed to read the information in your book. Instead, mention the title in the course of sharing a delicious tidbit, naturally, as part of the conversation.
3. Don’t quote statistics without a source.
It’s not effective to say, “A study shows that…” Instead say, “A 2009 Harvard study on aging showed that…” You’ll be considered more credible. Plus, we’ll see that you’ve done your homework and respect you for that.
4. Don’t consider anyone a competitor.
Do give credit to other authors and experts in the spirit of generosity and to give your own information greater depth. When you mention other people’s work, studies, products, and information, you show that you’re knowledgeable in your field. Also it shows confidence that you don’t see anyone as a threat. Everyone has a piece of the puzzle, and giving them credit expands our world.
5. Don’t disparage call-in listeners.
This expert made light of a listener’s call-in comment and question. We know that you—the except—know more than we do; that’s why we’re listening. It should go without saying that you should be respectful of those people looking to learn from you. Of course, you should correct an inaccuracy but with kindness. Never mirror a call-in listener’s bad attitude, anger or ineptitude. Maintain your own equanimity, be direct and tell us something that will enlighten or delight us in response.
About the Author
Susan Harrow, CEO of http://www.prsecrets.com is a top media coach and marketing expert, and author of the books, Sell Yourself without Selling Your Soul, The Ultimate Guide to Getting Booked on Oprah, Get Into O Magazine, and Get a 6 Figure Book Advance.
Her clients have appeared on Oprah, 60 minutes, CNN, CBS, Good Morning America, Larry King Live and in the New York Times, the Wall Street Journal, Forbes, Parade, People, O, Time, and the most respected print publications and radio shows nationwide.
For the past 20 years she has consulted with Fortune 500 CEOs, top coaches, successful entrepreneurs and best-selling authors. More than 10 of her clients have gotten 6 figure book advances. If you’d like to join them go here: http://www.webmarketingmagic.com/app/?Clk=3329231
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