How to Ace Your Radio Interviews and Sell Books: 15 All-Time Top Tips
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As a leading book publicist for over 25 years, I’ve booked my clients on literally thousands of radio interviews. Today, I know one thing for sure: radio sells books. First, however, an author must be ready and able to ace an interview. Whether it’s a phoner or in-studio, live or taped, I ask my clients to practice these 15 all-time top tips.
- Confirm the interview date, start time, and total length.
- Learn the show or network’s listening audience and the on-air personality of the host.
- Study the press release or pitch that led to the booking. You can also provide a Q&A document to the host prior to the interview. (One of my clients swears by this.)
- Keep the length of the interview in mind as you begin to plan. A three-minute interview is very different than a longer interview, particularly in pace.
- Prepare your big idea and three key messages. Then practice, practice, practice. (Comic legend Jack Benny claimed his best ad-libs were the ones he rehearsed the most.)
- Use a landline — though no speakerphone or headset — or if you must use a cell phone, stay put in one spot with a strong signal.
- Create a distraction-free environment. Close any windows or doors, quiet your electronic devices, and make sure those close by know you can’t be interrupted.
- Warm up your vocal cords before you go on the air. Also, have plenty of water nearby. Dry mouth can turn an interview into a disaster.
- Remember an interview is a conversation. Don’t perform — talk naturally and genuinely.
- Avoid classic interview killers, such as giving one-word responses; rambling; using mumbo jumbo or jargon; speaking in a dull monotone; or overselling your business or book.
- Don’t bury the lead. Use an “inverted pyramid” format — conclusion first.
- Make your ideas practical and actionable, not dry, academic, or abstract. Use real-life stories, examples, and statistics, and connect to hot topics — tying your thoughts to breaking news or current issues or events.
- Challenge conventional wisdom. Try presenting a contrary viewpoint or debunking a popular myth.
- Be prepared for negative comments, and avoid becoming argumentative or defensive. (You won’t win an on-air fight.)
- Debrief after each interview. Ask yourself, “What did I do especially well?” and“How could I do better next time?”
Finally, have fun and enjoy yourself. It’s one more way to ace your radio interviews — and sell books.
Cathy Lewis is founder and president of C.S. Lewis & Co. Publicists, an independent book-publicity firm. Learn more at cslewispublicity.com.
