When
authors are scheduled to be interviewed by the news media, they feel anxious
and excited, which is what they should feel.
They also want to do well and perform at a high level. So what do you
need to know to kick butt in your interviews?
Over
the last several decades I have media-trained well over 1,000 authors
one-on-one. The most common mistake that I see is that authors are either under
prepared or overprepared. Some think because they talk a lot, perhaps as paid
speakers or because they are good communicators, they don’t have to do any
prep. Others, feeling insecure and worrying about even things that don’t exist,
over prepare by trying to over-analyze the media outlet or trying to remember,
word-for-word, what he or she wants to say.
Neither
approach works well.
Here’s
what does:
1. Now why you are doing the interview. Is
your message intended to push book sales, brand yourself, get people to your
website, influence people, impact lives, get others to post on social media
about you, or sell some other product or service? Once you prioritize and
identify your goals, your message should fall in line to support them.
2. Preparation for your interview begins once you have an interview scheduled.
Practice with someone. Record yourself to observe flaws. Be aware of how you
sound and look. Make sure you exude good energy.
3. Prep for the topic that you anticipate they will discuss. Have
stats/facts/stories at the ready to support the key points you want to share.
4. Draft suggested interview questions, perhaps 12-15 of them, and order them in a way that
tells a story and allows you to get your most important points heard. Send
those questions – along with your book, press materials, website link, and
social media handles to the media outlet interviewing you.
5. Be aware of the news outlet’s demographics and style. If you know something about the person who
will interview you, even better.
6. Know what’s trending in your area of expertise and be aware of the news cycle.
Is there a way to connect your message to what’s being discussed now?
7. Watch interviews in all forms – TV, podcast, radio and print. Look at and
listen to athletes, politicians, CEOs, actors and other industry experts just
to see different styles.
8. Can you tie into an honorary day, holiday, anniversary, season, or special
event? If so, it makes your message that much more timely and relevant.
9. Relax, and take a positive approach to this. It will be fun. Yes, fun. You’ll feel the adrenaline rush and love the
whole process. Here you are, given an opportunity to talk about what you know
best and love – you! The interview is
usually one-on-one, and most are done by phone, Skype or email. Some are in person, such as for television.
It’s a situation where you are just having a conversation and it’s your moment
to be heard and shine!
10. Think of which of these four approaches you will take in the interview: entertain, inspire, educate, enlighten. Maybe
it’s more than one of those, but as you provide your content it needs to be
filtered through a persona. Context is
key. People need to feel you are coming from a certain perspective or vantage point.
11. Think of how you’ll make an impact. Touch them emotionally. Feed into their desires. Explore their curiosities. Acknowledge their
prejudices. Play into their mindsets. Surprise or challenge them. Be helpful.
Be funny. You choose – one way or
another, you’ll connect with others in the interview.
12. Determine which message you will share and an action step that you want them to
take. Do not blatantly say “buy my book,” but lead them to your site for a free
download of something useful.
13. Have six key points to make in every interview – regardless of what they ask
you. Make sure you say the title of your
book when answering – and not say: “in my book…” Offer a give-away that’s on your website. For every point
you make, support it with a statistic, example, or short story. Lastly, mix in your credentials – to justify
why they should listen to you. Don’t
read off a resume of jobs and degrees, but preface an answer with something
like: “Well, in my two decades of seeing patients as a nutritionist…” Another time you can say, “Having treated
over 1,000 people for obesity…”
14. You want to come across as interesting, resourceful and likeable. Where
possible, sprinkle in wit, enthusiasm, and mention things that indicate you are
experienced and knowledgeable. Speak with conviction, optimism, and confidence.
Believe in yourself and others will believe in what you say.
15. Appeal to their push-buttons, whether it be politics, religion, sex, wealth,
health, entertainment, sports, human interest, etc. Give solutions and identify problems. Be
contrarian or confessional. Issue a wild
prediction, shock us, or make a firm demand or accusation. You can’t be neutral or sit on the sidelines
– pick a side or latch onto an extreme.
16. Never answer just yes or no. Aim for a 30-second answer. Speak in soundbites
and headlines. Avoid a dull monotone voice. Use catch phrases and buzz words
but park the professional jargon.
17. If you don’t know the answer, say so, and move on to what you do know.
18. If you feel cut-off in your answer because they moved to another question,
resume your answer and then answer the next question. You can say: “Great question but I just want
to add to your previous question…”
19. Bridge your answers when you get a question you’d rather not answer or focus
on. Grab a word or phrase from the
question and use it to answer something they did not ask but seems related.
20. Lastly but most importantly: celebrate your your moment in the spotlight and feel
good knowing your voice is being heard.
PLEASE READ!!
2019 Book PR &
Marketing Toolkit
2018 Book PR &
Marketing Toolkit
2017 Book PR &
Marketing Toolkit
2016 Book Marketing &
Book Publicity Toolkit
2015 Book Marketing
& PR Toolkit
2014 Book Marketing
& PR Toolkit
2013 Book Marketing
& Book PR Toolkit
Why & How Authors Must Sell Themselves, Not Their Books
How Should Any
Author Define True Success?
Do This & Sell
More Books. Guaranteed. Any Questions?
The Road Test To
Successful Book Promotions
A Self-help Approach
To Marketing Your Book Effectively
Top All-Time Posts of
Award-Winning Blog: Book Marketing Strategies & Book Publicity Resources
Brian Feinblum’s insightful views, provocative opinions,
and interesting ideas expressed in this terrific blog are his alone and not
that of his employer or anyone else. You can – and should -- follow him on
Twitter @theprexpert and email him at brianfeinblum@gmail.com. He feels
much more important when discussed in the third-person. This is copyrighted by
BookMarketingBuzzBlog ©2019. Born and raised in Brooklyn, he now resides in
Westchester. His writings are often featured in The Writer and
IBPA’s Independent. This was named one of the best book
marketing blogs by Book Baby http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs and
recognized by Feedspot in 2018 as one of the top book marketing blogs. Also
named by WinningWriters.com as a "best resource.” He recently hosted a
panel on book publicity for Book Expo America.
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