Use Radio to Promote Your Speaking Business

Originally published in ‘So to Speak’ the newsletter of CAPS, the Canadian Association of Professional Speakers. www.CanadianSpeakers.org

For speakers, radio is a natural medium for promoting yourself. The station should love to have you on, right? You are an expert on your subject, you can speak, you are entertaining, and you are not afraid of a microphone. So when it comes to other expert guests you have a big advantage. True. But you still must approach radio as one more prospective client. You must research, market, sell, deliver and follow-up.

How to get on radio talks shows.
Create a database of all radio stations that have guest interviews. List all the contact people - just like you would for your prospective clients. To help find radio stations - check newspaper program listings, the Internet and Media Directories (at the library). Also consider community radio - most colleges and universities have one. They are easier to get on and good practice for you.

If you know the name of the host call them. Explain your expertise and hook. There’s gotta be a hook. You must of value to the listeners and make the host look good.

If you don’t know where to start - just call and explain why you are calling. You might be referred to the show host, program director or even show producer.

If you strike oil the first call - you are very, very, very lucky. Don’t count on it.

Send a list of potential questions, plus your usual package, then follow-up. Then send more information and follow-up. Be persistent - as you would with your business prospects. Eventually they may call and ask, “Can you come in tomorrow?” Don’t give up paid work - but always say yes - find a way to make it work - even if you have to find them another guest - a fellow CAPS member maybe. They will remember you and try again.

Build and maintain your database. Include every show host, program director and/or show producer at each station. One host may hate you - another may love you- at the same station. So don’t let one person chase you away. Send them information, articles, your book, and especially your product or unique gifts. And follow-up.

How to Get on Again
After you were on - send them a thank you note. Stay in touch and start working on the next interview.

George Torok is co-author of Secrets of Power Marketing. He is the host of the weekly radio show, Business in Motion on 93.3 CFMU. He helps organizations grow. He can reached at George@Torok.com