2/27/2008

Breaking into Radio Promotion - now for the hard, slogging work

So I wrote a book on How to be a great radio guest - so what? Did that get me on the radio? No.

The analysis of book sales says lots of 1) seminars and lectures, 2) radio interviews. (As well as lots of articles which point to your Amazon site, or your own Clickbank affiliates...)

Leaving seminars and lectures alone for the moment (as we are talking radio interviews here), let's break that last one down.

You are going to need:

1) Web site with an online Press Kit.

2) A printed version of this you can ship out to any leads.

3) A list of potential leads to contact.

Number 3 is the rub. Searching the Internet has shown quite a few people willing to make a dime off selling you either databases or pre-printed labels so you can do a bulk mailing. Neither of these will get you anything, except a hole in your pocket. Because - what do you do with junk mail and spam?

Why? Because that is really just cold-calling for prospects. If you've been following the Online Millionaire Plan at all, we are trying to find likely prospects - or better yet, pre-sold prospects.

Look at my Radio Guest site - first page: "While there are over 6,000 talk or interview shows in the U.S., there are fewer thatn 1,000 TV shows that interview..." We are already talking a niche here. But it is a niche of niches - since each of these shows has thousands of listeners and per Talker Magazine, the demographics are ripe for the picking.

This is offline marketing in its finest form. Skip TV shows for the first part.

In my Online Millionaire Plan - Radio Promotion Guide, I advise you to start with podcasts first - to find your radio voice and get over the rustiness.

Next step would be to find Internet-only talk shows, because these are starving for guests in general. Some are merely dolled-up podcasts, but that's fine. Again, you'll get some exposure, but the key point is getting some practice in. After that, we can contact some program directors/producers and get some serious gigs going.

Then next rub surfaces - where's these lists?

Either buy a data base, or start searching through the Internet. I thought I was doing pretty good to take advantage of Media Matters fight with Rush Limbaugh to line up a set of radio stations with phone numbers. That seemed better than Radio Locator, but it wasn't really.

What you're looking for is the equivalent of a producer on TV shows - the program director. Media Matters only wanted you to complain to the top boss. You still had to look up the website and find the program director. Radio Locator does this with hot-linked websites.

But... then I found Web Radio, which isn't limited to brick-and-mortar radio stations. The deal with Internet-based radio is that you will have, by default, an International audience. And because of various time-shifting recording programs out there, the audience is now able to record their favorite shows and listen to them when they want to.

Your homework is still there, though:

A) You have to narrow down to the stations who are 1) talking to live people, 2) are actually listened to, 3) don't charge you for being their guest (yes, I've run into several over-hyped, glossy web pages which have the customer paying for the right to be interviewed...) 4) Give out their contact info online.

B) You should be listening to these stations to see how they sound and how their hosts treat their guests. See if you fill their needs.

C) Then you have to find that contact info and create a media release that will fill the bill.

This brings us to Talker's Magazine. They publish an online version of their print magazine, devoted to the competition for viewers that exists out there. What is key for us is that they also give a nice graphic each week which tells us what and who are being talked about each week.

With just a little listening to some of there top talkers, you'll get a flavor of what they're saying. Some Googling will fill you in on all sorts of things. Then you make your media pitch.

A reminder - that headline has to be catchy for an audio-centric program director, but it also has to imply or state a benefit - as does that important first paragraph below it.

Again, if you want the deal on Press releases, get my Radio Promotion Guide. However, there is much more - an entire section just on copywriting - in An Online Millionaire Plan. (Hint - if you sign up for An Online Millionaire Newsletter, you can get these sections at just above cost...)

So there's the deal: Plan your work, work your plan. And become a Radio Star! (Or at least get more books sold than you can by mere blogging...)

- - - -

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You can help perfect this edition by commenting on the individual parts as I publish them to the book's blog, I’ll respond to all comments (and praise) there...

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