Radio is a great way to get the word out about your product, story, business etc… You have an attentive audience that is tuning into their favorite station and host for a reason. With that being said, don’t try to sell anything during your interview. I will say it again, don’t try to sell anything. Be yourself, come off personable, connect with the host and have fun. The audience knows that you have a product or service that you are trying to generate business for, so why waste valuable air time discussing this point? Here are a couple easy steps to having the best radio interview you have ever had.
Is the interview going to be live or taped? Is it going to be done via the phone or in-studio? While the majority of them are done via land line phone, don’t assume anything. Is the producer or host calling you, or are you calling into the studio? Are you in the same time zone as the show? If not, you need to make a note of the interview time based on where you are. Nothing is more frustrating for a show; especially if the interview is live, than to have a no-show for an interview. The host will find a way to cover, but they will not be happy, and it is hard to say if they will allow you to re-schedule the interview. Things in life do come up and sometimes interview dates and times have to be changed. Make sure that you have a good working number and a backup number to the studio incase something does come up. The length of an interview will vary from show to show, so don’t judge the quality of interview based on the length and make sure that you set aside enough time in your schedule.
Prior to the interview, do a little research about the show, the hosts and their normal interview style. Is it going to be a lighthearted morning show, a hard hitting business interview, etc… know who your audience is and craft your message for them. Next write down your key message points, on paper or index cards, this way if you get lost or a little nervous you have the information in front of you. During the interview keep in mind that you are the expert! They booked you for the interview and they think their listeners will want to hear what you have to say, so put all your doubts aside. Use the host’s names throughout the interview, and compliment them when a good question is asked, this will help build rapport with the audience. When referring to your product or service, focus on key points that the listener will be interested in hearing about, such as ways this will help them save money, save time, make life easier etc… avoid data dumping lots of information and statistics.
Make sure that you provide the audience with a website where they can get some additional information. If the host specifically asks how much you charge, answer straight forward and honestly, however, if they don’t bring it up I would recommend that you don’t either. If you start talking about money then it shifts the mind of the listener into you trying to sell them something. The listeners that are interested will be more than happy to visit your site and find additional information. With that being said, make sure that information and fees on your website are easily accessible. Nothing is more annoying than being interested in a company, taking time out of my busy day to visit their website and not being able to find how much they charge.
Lastly, keep an eye on the clock throughout the interview and know how much time you have left. It can be very frustrating when you run out of time and you were unable to share important and interesting information that you were saving for the end. When the interview has come to a conclusion, thank the host for having you on, take a deep breath and do your victory dance.
Interview Tip Sheet
Important information you need to know about the interview:
• Is the interview live or taped?
• Is the interview in-studio or via phone?
• Length of the interview
• Time zone of the show/interview
• Type of show
Important things for the interview:
• Write down your key discussion points
• Remember you are the expert
• Address the hosts by name
• Compliment them on good questions, “That is a great question”
• Don’t try to sell anything, keep the interview fun and informative
• Keep an eye on the clock and know how much time you have
• Don’t forget to give out your website
