OK – maybe you are not fermished and confused. Thought it would get your attention.
But if you have a book coming out, you are in for a surprise.
You and/or your publicist will endeavor to get the word out by setting up interviews on TV and radio.
You would think that your host would carefully prepare for this interview by reading your book and learning all they can about you.
Chances are – you will be wrong.
After a few out of the 100 interviews I did for my last book, I realized that the first question I would get was -
“So, what’s your book about?”
As an interviewer for Wisdom Television on national cable for several years, I was always prepared. I read the book – had my questions lined up and could go in almost any direction according to the answers I got from my guest. I thought everyone did that.
They don’t. This is the horrifying truth.
You have to prepare your interview in advance. Most know nothing about you. They have not read your book you sent. You have submitted some questions in advance and publicity material. Nada. They didn’t look at anything.
The brilliant Dr. Deepak Chopra was my best teacher and one of my best interview subjects. He always answered the questions I had prepared – but then somehow he turned it around and gave the interview he wanted to give no matter what you asked. Watch him on Larry King or any other venue. You will learn something. He is the master at getting his message out.
So, let’s run through it.
WHAT IS YOUR BOOK ABOUT? Get this down tight. Concise. Prepared. Rehearse it. Make it punchy. Interesting. Deliver it with energy. Enthusiasm. You want to grab the audience fast. Make sure you mention the name of the book in the first sentence.
WHAT QUESTIONS DO YOU WANT TO BE ASKED? Now answer them. Rehearse these too. You want to pull a Chopra on the interviewer. Answer their question and then include these things into the conversation.
Radio programs are usually a half hour. TV invites give you less time. Make your points clearly and tightly.
TELL STORIES. People remember and love stories. Make them short but interesting.
PRACTICE WITH A FRIEND. You’ll feel more comfortable when you are doing the actual interview. Expect to be scared. Everyone is. It gives you an edge.
WEAVE THE NAME OF YOUR BOOK INTO THE CONVERSATION. People forget. But try not to be a shameless self-promoter. Just a few times is enough.
WHO IS THE IDEAL AUDIENCE FOR YOUR BOOK? How would this person benefit? Bring that topic in. It could even be interesting to add who would not benefit. Adds a little contrast.
DON’T YOU DARE SAY, “IF YOU READ MY BOOK YOU WILL LEARN . . .” It is irritating. Give them the stuff. If they like you, they will buy the book anyway.
FINISH UP WITH A NICE WARM CLOSE. Thank the interviewer by name for having you on. Casually mention the name of your book again and how people can buy it. No hard sell.
CONFIRM THAT YOU HAVE REPLAY RIGHTS FOR PROMOTION. Usually not a problem if you give proper credit.
YOU WILL NOW HAVE THE “BONES” FOR YOUR TALK AT BOOKSIGNINGS. Most stores want a half hour.
E-BOOK? All the same points. Use the work you have done to write the article leading to your sales page. On the show, state your web address clearly. If you are on TV, ask in advance if they will put it on the screen. Check with the CG operator that it is spelled correctly.
REMEMBER YOU WILL GET BETTER AT THIS. Have fun with it. This part of the book writing is the reward for all your hard work.
You will not be fermished for long.
If you are, take two aspirin and call me in the morning.
*Fermished – messed up Everyday Yiddish-English-Yiddish Glossary
And on the other side of this – you might be interested in looking at -
Still fermished? Don’t take two aspirin – call me
HIRE CORINNE EDWARDS – MEDIA COACH
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Twitter: http://leapofaction.com
May 12, 2010 at 3:33 pm
Your post – the Deepak Chopra episode in particular – highlights an important aspect of personal growth and self development. Successful people are willing to play by their rules, rather than by other people’s. They’re keen to promote themselves, their cause and their values – even during interviews. Mother Theresa, too, was fam0us for her sharp focus on her cause – which was fund raising – at all times. By contrast, unsuccessful people tend to think negatively about selling and promotions, including themselves and their cause. And of course, facts tell, (love) stories sell – always a good reminder. Great quality post, enjoyed reading it, as usual.
Hi Beat -
Deepak Chopra is the man. Just saw him on the Early Show this AM.
I study him. Everyone should.
He was as charming and amusing as usual.
Twitter: greatconfidence
May 12, 2010 at 11:31 pm
Another little reminder to me that there is still a road ahead I have yet to travel! Both interviewing others and being interviewed is something I have little experience of, but recognise the impact it could make. New plan of action needed!
.-= David Rogers´s last blog ..Time for Change =-.
Dear David -
We have all got lots of miles before we sleep.
The main thing is to stay in the game and be alert to new opportunities.
You’ll know when it is time to expand into interviewing. You will be a natural at it.
People recognize heart which you have in abundance.
Twitter: andrewrondeau
May 13, 2010 at 12:57 am
I see this as very similar to public speaking – when you are aiming to get a certain point across.
It’s about preparing and planning and making sure you know you subject very, very well.
And telling stories – yes absolutely.
Being interviewed / public speaking – you are on show – it is your one chance – why mess it up now after all the hard work?
Andrew
.-= Andrew @ Blogging Guide´s last blog ..The Funny Side of Customer Service =-.
Hi Andrew -
Yes, of course you are right. It is very similar to public speaking.
It is all about communication.
And you could teach the course in storytelling.
Loved your last funny post.
Hi Corinne,
I feel really fired up now on all fronts – thank you for the post – I’m off to do some SERIOUS research in to creating a product and getting it online.
Jen
.-= Jen @ Blog Writing Services´s last blog ..On the new blog writing package… =-.
Hi Jen -
Can’t wait to hear about your new product.
You are not even going to give us a clue?
Whatever it is, it will be great.
PS You are also very good at SERIOUS research.
Dear Bruce -
Well, no one ever did a commercial to answer one of my blog posts!
THANK YOU.
This is what I received in my email this morning.
Corinne,
as usual, in this little video I mispronounce
your name. I will get it right – someday
anyway I stumbled your blog and then made
this impromptu video on youtube.
http://www.youtube.com/watch?v=MOJ7p5e6Kcs
I will take it down if you don’t like it.
I love it.
Lots of people mispronounce my name – I am so used to it I don’t even here it.
What a wonderful surprise.
Twitter: joubess
May 13, 2010 at 11:10 am
Corinne,
I loved Bruce’s video and forwarded it on Facebook and Twitter, too!
Sherri
.-= Being the Change I Wish to See´s last blog ..Twisted bin Logic…Beware! =-.
Thanks, Sherri -
always and often.
What a unique and wonderful thing for Bruce to do.
It was a big surprise and a great reference.
love the youtube video from Bruce! .. I’ve shared on Facebook for you as well. As usual, great advice.
.-= Michelle Vandepas´s last blog ..Maggie Mei Lewis -Moonlight Memoirs =-.
Thanks, Michelle -
Bruce’s commercial was very unexpected but such a wonderful compliment.
Thanks for passing it on.
Solid advice, and definitely words to operate by. I know when I have guests on the radio show all of these same principles hold true, the public can tell..
.-= Mitch´s last blog ..PGA Tour 2010: Valero Texas Open Picks and Preview =-.
Dear Mitch -
I didn’t know you had a radio show. That’s great.
The article I wrote, Interview like Larry King would probably be of more use to you.
Let me know what you think.
Twitter: thatgirlisfunny
May 13, 2010 at 8:57 am
This page has been bookmarked and I will return to it when I do my next media interview. Great stuff per usual!
.-= Cheryl from thatgirlisfunny´s last blog ..23 Blogging Tips from Expert Bloggers – Blog Carnivals Rock! =-.
Cheryl, as a person who is never at loss for words -
THAT IS A GREAT COMPLIMENT.
Thanks for your always wonderful support.
Twitter: happymakernowco
May 13, 2010 at 9:28 am
Corrine you are getting me ready for the future. Yes, I do have a book that is hopefully going to be published. Don’t think it has really hit me yet. It is a start for bigger and better things.
Thanks for all the information, I shall say when I need it.
Have a very happy day,
Debbie
.-= Debbie @ Happy Maker´s last blog ..The joy of being childlike – Rediscovering happiness in the world =-.
Dear Debbie -
What good news. Be sure to keep us up to date on your book.
Good luck – and let me know how I can help.
Twitter: joubess
May 13, 2010 at 11:55 am
Corinne,
There are one or two people who care about doing their jobs to the best of their ability when interviewing others: Larry King (the king, of course), Al Franken and Rachel Maddow.
Just read Franken’s books and you’ll know how much research he does and did on his former radio show before he became a Senator.
Rachel Maddow interviewed Michael Lewis about his new book “The Big Short” on March 15. She had read, taken notes and fully digested Lewis’ book before she interviewed him about it, which is always her style.
He was pleasantly surprised she had actually read his book. I’m not. Rachel always reads someone’s book(s) before she interviews them about it, even if it means staying up all night before the interview to make sure she has her notes and questions ready.
In some cases, people she interviews wishes she hadn’t spent so much time on their books. For example, Richard Cohen when she interviewed him for her “Uganda Be Kidding Me” series about his book “Coming Out Straight”. He has another book out, “Gay Children, Straight Parents”, which he didn’t expect to be questioned about and was caught off guard completely when she quoted specific passages back to him for his further explanation (see the last video presented in the post, 18 min.):
http://beingthechangeiwishtosee.com/1510/ugandan-kill-the-gays-bill-part-6-richard-cohens-snake-oil-and-debunking-gay-cure/
Another lesson to be learned is know your interviewers because a few really do thorough research, fact-check your sources, and may go to other works you have published and ask you about them. The vast majority won’t, but their are exceptions.
Know your interviewer, know all your own work, too. If you’re ever invited onto The Rachel Maddow Show, you had better be prepared for an inquisition, a fair one and you will be heard and not spoken over or yelled over, but it will be thorough and she may know more about you than you may remember about yourself. Be sure to Google yourself before you go on to make sure you have all your ducks in a row, because she will.
If you’re prepared for a Rachel Maddow interview, you’re prepared to interview and to be interviewed. Do check out Corinne’s post “How to Interview Like Larry King”, too. It’s a must read. And hire Corinne to help you get to that point. You’ll need the help. I know I will.
Sherri
.-= Being the Change I Wish to See´s last blog ..Twisted bin Logic…Beware! =-.
Dear Sherri -
I too am a great fan of Rachel Maddow. And I appreciate how prepared she is for anything. She’s got it.
When I interviewed a person, I knew more about them than their own mothers. And I always read the book.
But for no good reason, I am a speed reader. Not trained. Just am.
Not everyone is. I understand that.
But what I objected to when I did so many interviews on my last book is -
I sent them a press kit and all the questions.
They never, in many cases, even knew I was there until they put me on the mike.
If I heard one more time -
“So, what’s your book about?”
Please.
That’s why I spent so much copy here on preparing your interview no matter what they asked you.
Twitter: joubess
May 13, 2010 at 9:46 pm
Corinne,
I’ve watched a couple of your interviews with authors that were taped, and they are great!
Your posts and book have definitely prepared me for anything, especially media coaching before I get on air and open my mouth. You are a treasure that I’m so grateful to have found.
And it’s one reason why you are a fellow Maddow fan. Pundits who know what they are talking about are rare, and they seem to work for MSNBC now that Air America is bankrupt.
If an interviewer can’t bother to read your press kit and use your questions if they don’t want to prepare for themselves, that’s sick and sad.
I imagine being asked for the umpteenth time “So, what’s your book about?”, one’s reaction might be an extremely frustrated scream.
It’s got to be disheartening to have put so much of yourself into something, and a person who will be asking you about it doesn’t care enough to do any homework at all. Not even any cursory homework, like knowing your name and the title of your book; maybe have read the book jacket. That’s got to make steam come out of your ears at some point.
It speaks poorly of modern journalism that this is what the norm has become. I hope there will be an ethics and integrity revolution in interviewing.
I brought up Rachel because she is the exception in the main-stream media, and is accessible to most Americans on TV, and through iTunes and YouTube for the rest of the world. She’s a positive example. Just pick a channel for bad examples.
You are lucky to be a natural speed reader. My sister is a natural speed reader. So was my dad. I’m not. In fact, I barely learned how to read and couldn’t read well until I finally got glasses. Now I’m about average in speed. But, I never use that as an excuse for not doing my reading or research. I do it anyway, even though it takes me a lot longer.
The majority of people I know who read are those who read your blog! My students’ parents generally read regularly, too. Most people I know offline don’t read. I never run into them at the library, or B&N or Border’s or Books-A-Million.
In my family, we always read books and discussed them over supper, along with discussing the news (we were expected to debate; it’s what you get when your mom is a teacher and your dad is an intellectual).
Now that I’m delivering pizzas part-time (it’s part money and part sociological research), I listen to audio books from the library. It helps me read more than I normally would have time to read. Once I run out of books on CD from the library, I’ll have to get an iPod adapter put on my car audio system and get a subscription to Audible.
After this post and discussion, I’ll be sure to have my press kit with questions, and a monologue bringing up each of my questions, and then answering them so the interviewer won’t have to say another word, after asking what my book is about of course.
I’m 99% sure I will not write something good enough for Rachel Maddow to notice, let alone interview me about. I know she has read one comment I left on Newsvine that one of her staff sent to her, and I think that’s the extent of my 15 seconds of Maddow fame.
I hope I can talk you into interviewing me about my book some day (when I write it and you put me through all the paces about doing it right, and keep my feet out of my mouth)??? That reminds me, I still owe you a book report…
Love,
Sherri
.-= Being the Change I Wish to See´s last blog ..Twisted bin Logic…Beware! =-.
Twitter: blogtechguy
May 13, 2010 at 5:50 pm
I always learn something valuable on your blog, thanks Corrine! I do love books and I know it’s hard to read so many, but I’ve never thought about writing my own.
.-= Joel´s last blog ..Fancy An iPod Nano? =-.
Dear Joel -
What everyone is ignoring here is that each of you already have a book .
Look at all the posts you have written and pick out things that fit together.
Walla! There’s your book.
Thanks again, Corinne!
It’s nice to see that people outside the field of hypnosis/NLP are now very aware of the power of stories.
And as usual, your post acts as a kick in the pants I need to make my book as brilliant as possible, and follow that up with a brilliant campaign to get the word out.
I really appreciate what you do here…
keep smiling,
Benjamin
.-= Benjamin´s last blog ..Daily Meditation – Hypnosis (5-12-10) =-.
Hi Benjamin -
I know a little about NLP. Took a weekend course some time ago.
I should definitely brush up.
Stories are always the way to go.
Three year old sleepyheads are always asking.
Daddy – Mommy. ” Tell me a story.”
I believe we never grow out of being three.
Hi Corinne,
Great thoughts as always!
That’s also my technique whenever I receive invites for interviews, webinars, etc. I always have to ask them to give me few lineup (even drafts could do) of questions so I could prepare to also give them thorough answers out. I believe preparation has always been the biggest thing when it comes to interviews and you’re the only person responsible with that – know your subject and review it even if you’re already an expert on your thing because you’ll never know how you could sound when it’s live on video, audio or anything else. Simply stuttering isn’t a good way to make such excuses.
Thanks bunch Corinne,
Tyrone
.-= Tyrone´s last blog ..Outsource Force Program Is NOW LIVE! =-.
Hi Tyrone -
Prepare. Prepare. Prepare.
Always have more information than you need.
These interviews sometimes lead into a completely different direction than you ever imagined.
It can be very handy to know.
Hi Corinne:
What a great article, and such good points. Although I am not writing a book, I have to do public speaking, and many of your points are very helpful for that as well. Practice, practice, practice is my best advice for preparing for interviews or speeches.
Thanks again for the great tips!
Lisa
Hi Lisa -
You are right. A lot of these tips are the same as for a public speaker.
Especially storytelling. People love stories and I think they learn more from them than a straight pitch.
See what I told Benjamin. We are all three years old.
We absolutely love your blog and find a lot of your post’s to be exactly what I’m looking for. Do you offer guest writers to write content available for you? I wouldn’t mind creating a post or elaborating on a few of the subjects you write with regards to here. Again, awesome web site!
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