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 -
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These points are great to keep in mind, even if you aren’t making the rounds of the talk shows. This weekend, I was having a casual meeting with some writer friends over high-calorie coffee drinks. I’d been listening and slurping down my mocha latte, until the question, “What are you working on now?” came up. What they were asking about was not my blog, but the novel I’m writing. I don’t really have a snap-to elevator pitch yet. The thing’s in first draft. But, after all the stammering and the “uhh-ing,” I certainly made a lousy impression with it.
RhondaL´s last blog ..“The Horse Boy” – Book Review
O this was so wonderful. I had to email it to a friend. What a joy your posts are to me. Insight served with humor is my very favorite mental meal. These posts of yours are making me fat. I love it. Sharon
Sharon Beck´s last blog ..THIS BLOG HAS MOVED!!!!!
This is a good reminder to all. It’s better to be prepared and assume the interviewer will not be familiar with our work. The same thing could be said about our blogs. Excellent post!
liz´s last blog ..Marketing Information Products
Corinne,
Fantastic advice, I will sure to follow them as I’m recording some interviews for my blog soon. It’s great to prepare my interviewees with these tips, thanks!
Eric Tsai´s last blog ..7 Keys to Creating Social Media Strategy for Your Brand
You are a real pro wih this advice. as certainly you are with all your comentary. (All in the present tense, too.)
I have a speech-therapist friend who has written a book, “My Thumb and I”, on thumb sucking that has been published for parents whose children have this adiction. Though published for some years, she would like to bring it back to life. Her market certainly is pinpointed, but not as limited as one might think. (One of her clients was in his 20’s) Could she hire you for guidance and radio-TV interviews?
Hey Corrine,
Thanks for the great tips. It’s very helpful.
Just one question. How to get invited to the TV and radio stations?
Thanks again for your great sharing.
Raymond Chua´s last blog ..Attracting The People You Hate And Love With The Law of Attraction
Corinne – What’s with the “heart in a bubble thing? Is everyone still in 3rd grade? I find it to be extremely annoying. Why don’t they just put a “S.W.A.K” on it?
Am printing your post and taling it with me for my next interview…. brilliant.
Corinne You’ve help me a lot learn how to stay calm. collected and prepared both as an interviewer and interviewee! Thank you
Dear RhondaL -
Regarding your comment _
“What are you working on now?” came up. What they were asking about was not my blog, but the novel I’m writing. I don’t really have a snap-to elevator pitch yet.”
The added benefit of getting your elevator pitch ready is that it helps define and clarify for YOU what you are getting at in your novel.
Can’t wait to hear more about your book. Keep us updated.
By the way, What is it about?
Dear Sharon -
Your comments are always so encouraging. I so appreciate your support.
Please know that I am also a member of your fan club.
Dear Liz -
I did not mean to infer that ALL interviewers were not prepared. Many are.
But I was frankly shocked when I was doing publicity for my last book how many did not have a clue about me.
I agree about the blog posts too. I think we should not assume our readers know about the topic. I think it is important to start with a recap.
Dear Eric -
If you are the one doing the interview, I would suggest you review a former post of mine.
Some tips I learned the hard way! Larry King is the greatest teacher.
http://www.personal-growth-with-corinne-edwards.com/interview-like-larry-king-learning-from-the-pro/
Dear Reed -
I am looking forward to talking to your friend. And seeing her book.
Yes, I am definitely available for hire.
But an old book, unless updated, is a challenge. But you are right, the problem lives on with many children and even adults.
Thanks for putting me in touch with her.
Dear Raymond -
This is a great question. I should write an article on it. Think I will.
The short answer is to find a radio show or TV show that specializes in your topic.
Send them an email and include one of your articles.
Then give them the benefits of having you on the show.
You have to go after the publicity. They don’t go after you if they don’t know you are out there and want to be on.
A radio or TV show is a voracious monster. You need new talent all the time to keep it going.
They are always looking for a new guest.
Dear Michelle -
You are a highly motivated person and always willing to accept new things.
The other thing that made you an easy teach is that you are not sensitive about suggestions. You welcome them.
Anyone who has a media coach has to be ready to listen and learn.
- and you are definitely a quick study.
Your show is terrific on Blog Talk Radio. Can’t wait for the new season.
Dear Genevieve –
You wrote -
“Corinne – What’s with the “heart in a bubble thing? Is everyone still in 3rd grade? I find it to be extremely annoying. Why don’t they just put a “S.W.A.K” on it?”
I never heard that expression. Where does it come from?
Please explain. I am obviously missing the “new thing!”
New thing? It is sooooooo old – don’t you remember? we printed it on the back of the envelope and sometimes put a lipstick “kiss” on it …… all the kids did it. I still do it when I’m being silly.
S.W.A.K. —— SENT WITH A KISS … learned it from my aunts and relatives in Pennsylvania who – if they were still alive -would be – well Aunt Bea would be 109 – she was born in 1900 and was killed by a hit-and-driver while she was on her way to Mass – the same day JFK was shot. Double whammy for me that day … did we ever recover?
How’s that for part of a memoir? So what is with the heart in a bubble thing?
Dear Genevieve -
SWAK we know.
What’s the “heart in a bubble?” That’s a new one.
Are you blind? Look at the first 3 responses to this post…
Do you not see a heart ??- it’s red and appears to be in a bubble or circle ..looks like the “bubble” used in a cartoon for speaking. I despise happy faces unless the person using them is under 5 ——– way under 5… Is this another version of the detestable “I Heart U” that went around a few years ago? Time to grow up folks, I’m assuming most of Corinne’s readers are over 18. If you are sending love – just say it … Love, comma and your name. Like this.
Corinne,
Love,
Genevieve
OK Genevieve -
Let me see if I can explain those hearts in “people speak.”
They were not put on by the commentators.
I have something called Comment Luv on my blog. If you put on a comment, you get something called a back link to your last article on your blog. This is good for your Google rank.
That heart tells me that although I have it enabled, those people do not. You will not get a backlink if you comment on their blogs.
It does not indicate that they are mean. It could be it is not available on the software they use on their blogs.
Why I need to know that – I do not know.
And now we know it —- As I will continue to say until I’m out of this physical body ———– we always go too far.
What is missing is what we all need – physical contact and I’m not talking here about physical sexual contact.
I know so many people who are just plain hungry for the energy of other humans .. and the community and camaraderie –that’s why you see them in coffee shops working on their computers. They may not be lonely in the traditional sense of the word but they are hungry for the energy of positive people. We all know what energy vampires are — but there is opposite energy shining from high vibrational people and that’s what they are hungry for!!! I have an acquanitance who is a writer and works from home who wanted to rent one of my offices just to be around other positive people. (I told him no – he was a negative sort and I don’t need any more of those kinds in my life – they now have all been unceremoniously removed from my stage)
Everyone is getting or has a blog but I think I’m going to put an ad on Craig’s list and see if anyone wants to get together for conversation – face-to-face. The old fashioned way. Now there’s an idea. Think I’ll start a beatnik coffee shop.
We all need balance and so many people work and live alone almost all the time. Very sad. I get that way too unless I am around the energy and camaraderie of other fabulous people – like you.
Interesting to note that tech people are leaders in association or group meetings – so many of them do work alone — they have things called “meet-ups” all the time.
I’m going to one Monday night – mostly men —-hmmmmmmmmmm.
Dear Genevieve -
You said -
“We all need balance and so many people work and live alone almost all the time. Very sad. I get that way too unless I am around the energy and camaraderie of other fabulous people – like you.”
Me, I love living alone. I have enough interaction with others personally that I usually do not feel lonely.
I went to a “meet up” last month with the techies. As you said, all men.
Be prewarned though. They are all under 30. The older guys don’t know much about technology.
The questions you pointed out are really practicle. Mr. Chopra is on of the best orator and has excellent power to pass his message.
Thanks for this nice post.
Went to a Meet-up tonight and at least 6 or 7 were over 50!!!
I could use the testosterone ….
Hi Corinne,
I am new to your site but not to you as we share some blog mentors. I am delighted I actually stumbled onto your site off a retweet and especially after listening to you this week being interviewed by Gideon Shalwick. That was such a great interview it left me so motivated and wanting you know your more and to learn from your examples.
Once I am done with this note I am also re-tweeting your site generally and sending a direct message to several I connect with who I know will be interested in your delightful posts.
I even had someone telling me thay are planning a recorded speech for teaching and now based on your ideas they are now considering an interview instead. I will send her you site for reference and as a referral for you.
As for your post what you say makes so much sense and goes to the heart. Based on your advice I also want to try some interviews on my blog. I plan to start with an ambitious interview with my 28 year old daughter who runs a fashion business. As her Dad and being a business consultant myself as you can imagine I am extremely well researched on her and you bet like your book experience for sure I will not ask her what is her plan.
But I think that if anything – knowing so much is going to make it even tougher so your advice to really work hard using Larry King style and approach sticks in my mind.
Is there any other advice you can give me that I should consider.
Like a public speaking discussion recently when I was told it ranks on the fear stakes above death by fire, I think doing interviews is most likely in order of magnitude worse than either of those.
Ok, so I never heard of S.W.A.K. either. But then I am an Aussie and a bloke too boots And Aussie blokes don’t talk like that unless they are a SNAG.
Many thanks for being so good and for also for being there as an open role model to emulate and follow.
Gordon
http://twitter.com/Gordon_Wood
PS. My post out today is called “Did you ever get it backwards?”
OK Gordon, what’s a snag? I bet it’s like a skank.
Dear Gordon -
First, I want to thank you for your outstanding comment – which makes everything I write worthwhile.
I don’t know if you know that I owned an international travel agency for over twenty years before I ever got into media.
When people asked me about travel to Australia, I always said the same thing -
“It is a beautiful country with much to see – but their main tourist attraction is the people.
If you have more than a two hour connection in any airport, three people will invite you for the weekend.”
Your kind comment certainly bears that out. I am always amazed at how many of you Australians read my blog. Hope I can see you here often.
Now, to your questions -
Don’t introduce your daughter as your daughter. I know you had a great influence on her but she is her own person. She has her own credentials.
It might be interesting to mention it at the end of the interview with a question like -
“So, how did it feel to have your father interview you?”
A nice human interest touch. Ask her how she feels about it.
My son Paul graduated from the University of California which is considered to be the top communications university in the world.
When it came to speeches, he told me that one of his professors advised -
Write it. Refine it. Memorize it. Then leave it in your car.
I have done a lot of speaking and I have to admit, I always had a 3×5 card with the main points on it.
Don’t tell anyone.
Keep coming back here. I will try never to disappoint you.
And I need your feedback.
Can’t wait to hear your interview. Be sure to tell us about it and send it.
Corinne,
Thank you for the great advice!
Elevator speech, 30 seconds. Elevator speech expanded, 2 minutes. Never expect anyone to have read anything you sent them. Be prepared to answer your own questions along with any you might be asked. Be concise. Check.
My writing and blogging schpilcus feels much better!
Thanks Corinne,
Sherri
Being the Change I Wish to See – Sherri´s last blog ..Can’t the GOP Keep It In Their Pants?
Dear Corinne,
What absolutely wonderful advice and many thanks also for your comments about Aussies. I am not sure we deserve it but consider yourself invited next time you come. We always have a BBQ and bottle of something ready and we can invite a bunch of mates around to share and make you welcome too when you come.
Now back to your comment:
You know some days you get out of bed and life it is never the same again. Your message arrived on just such a day and ever since I have had a wonderful dialog with my daughter to complete her interview and much more.
And for me I know things may never be the same for sure if I consuider a potential for new vocation starting with her interview. (I wish).
But seriously we had already planned and near completed it all on paper we were and about to go to press in my blog. Now it seems we have more work to do.
Based on your advice we are thinking of scrapping that idea and just doing it live. Or if we get bogged down with that we may even do both with the live one as a sequel.
Of course that is taking effort and planning given we are also both in different countries just now. I am now back In Bangkok which I am sure you know well.
But it is such a wonderful idea that has to happen and I thank you for your encourgement and inspiration once again.
What also makes it so special for me your advice to make her the star and not be her Dad? It never occurred to me that I may be good enough to be just the guy asking the interview questions. Of course she is complete already so no issue there.
As you said don’t wing it for the opening, so this is my kick off script
“Did it ever occur to you that when you watch the gala events in the razzmatazz of the catwalk fashion shows, what actually goes on behind the scenes?
Well today, I have a young business woman on the line, someone now who spends her life on the sharp end of fashion design and is an entrepreneur in the business. The backstage of catwalks are part of the world Kate Wood now live in, She has also just returned from India and Thailand, where she has been setting up production runs of her designs and buying for the upcoming summer season in Australia. She joins us today on the line from her business she calls; The Dancing Feather, in Melbourne Australia
A very warm welcome Kate …. “
Connie your suggestions are so welcome
Genevieve
SNAG is a Sensitive New Age Guy.
I was thankful it replaced macho and a few years ago as the preferred male image by promoted by the fashion world for women to admire . Fortunately I was exactly right for this category but unfortunately I was too old to take advantage .. I guess timing is still everything isn’t it but then I can still pretend!!!
Thanks for taking the hook . we make a good tag team
Dear Gordon -
You are certainly on the right track but I am going to treat you like one of my media coaching clients and give you a few suggestions and also copy this to Become A Blogger forum.
The first question you should ask yourself is who would be interested in this interview.
From the little you have told me about your daughter she is a designer and also gets into the manufacturing area of her products.
My take on this is that the listener would be -
1. Someone who dreams of doing what she is doing
2. A person who is interested in fashion in general
So I would like you to regard this interview as a mini-seminar.
So, I would start with her background – even as a child with a question like -
“How did you get interested in this?”
Then questions about the steps along the way from then to her present success.
Your last question should be -
“There is someone listening who would love to be doing what your are doing.
In a few minutes, what would your advice be to that person?”
I would change the intro to reflect this interview.
Something like -
Have you ever dreamed of becoming a famous designer? Are you fascinated with the world of fashion?
The backstage of catwalks is the world Kate Wood lives in.
She is with us today to tell us all her secrets. Her successful business is called The Dancing Feather, in Melbourne Australia.
A very warm welcome Kate ….
How did this whole thing start?
PS – To Gordon -
THANK YOU FOR THE BARBEQUE INVITATION!
ONE OF THESE DAYS YOU MAY BE SURPRISED TO SEE ME!
Dear Connie,
Brilliant and so many thanks for your coaching. I also feel very privileged to get it.
What a great idea to add this to the Become a Blogger forum for others there to share your advice. That is such a brilliant program that Gideon Shalwick and Yaro Starak run, not only about blogging but just learn about communication and marketing yourself well if nothing else.
If you have not done so already I will also alert Gideon to the thread via copy of this note.
And yes please surprise me. It will be our pleasure to see you in Melbourne.
very best wishes
Gordon
Gordon Wood´s last blog ..New Lighthouse Approach for Advisors
Many thanks for your coaching Essentially, Authors and Speakers need to do all the ground work and do the interviewers job, by empowering them with the relevant information.
life coaching business´s last blog ..CNN- 10 Tips for Getting a Pay Raise in a Recession