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5 Big Media Appearance Mistakes You Don't Want to Make
Copyright © 2002 - 2010 by Susan Harrow. All rights reserved.
Is there such a thing as a bad author who has a good book? Can
you be a respected expert yet be a bore? What if you alienate
your audience and the media? But deeper than that, can dull
media appearances tarnish your reputation? I think so.
 A while back I heard an interview with New York Times
best-selling author David Shenk who wrote The Genius in
All of Us. The New York Times Book Review called it a,
"deeply interesting and important book." The book may be "mindblowing"
as another author suggested, but you'd never know it from
listening to the author. What was "mindblowing" to me is that
his publisher hasn't insisted on media coaching. Given he's a
bright guy he could probably easily triple his book sales with
some solid training.
The interview was not only dull but unenlightening. And I was
very interested in the subject matter. On Michael Krasny's NPR
show Forum, which I adore, (it airs on our own local San
Francisco station KQED) Shenk talked a lot about what he didn't
know and I began to wonder what exactly it was he did know. His
not knowing made me question the reliability of the science
behind his book. Krasny asked his usual probing and intelligent
questions, but Shenk muddled about talking a lot but saying
little.
Often sound bites can make or break a sale -- for a book,
product or service. In this case it broke the sale.
Here are some other mistakes David Shenk made that you want
to avoid.
1. Shenk repeated his points.
Not only did Shenk repeat his ideas but he pointed out that
he was doing so! Double double bad bad. Never say, "As I've
said," in an interview. If you've said it, you're wasting time
repeating it. Prepare enough information that you never need to
repeat yourself and you're always engaging us in some new
thought or inspiring idea.
2. Shenk commented on the host.
Don't ever comment on the host's personality, style, manner
etc. It's not your position to judge him or his program. You're
there as a guest. Literally. A guest follows the manners of the
host and is gracious about delivering information, entertainment
and good will.
3. Shenk dissed the host's question.
Dissing the host's question is a huge faux pas. See above.
At one point Shenk asked for clarification, a real no no during
an interview. This is also a kind of dissing, implying that the
question wasn't clear.
Answer the question with information that you DO know to the
best of your ability. Trust that the interviewer will ask you a
follow up question if you haven't gotten it right. Your job is
to have exciting stories prepared that illustrate the best of
your book, product or service. It doesn't matter what the host
asks you anyway. You answer with the information you want your
audience to know. (Sorry Michael).
4. Shenk kept saying, "The book."
What book? What is the title? I hear lots of authors make
this mistake. It's not just a mistake it's a big missed
opportunity. Remember that people are tuning in all the time so
even if you've spoken your title once that's not necessarily
enough. Even if the host mentions your title, it's still your
job to say it during the course of conversation.
Whatever you are promoting you need to name it. How else is the
audience supposed to go out and buy it or connect with you?
Learn to weave it into your interview in a conversational way so
it sounds natural and easy and nice. Your audience will actually
thank you.
5. Shenk called attention to being self promotional and
salesy.
Whenever anyone says, "I don't want to be self-promotional"
or "I don't want to sound like I'm selling" that's exactly what
they are doing -- sounding salesy. On the radio recently I heard
the president of a company do this by saying, "In the spirit of
full-disclosure, I own XXX company." Then went on to tell how
excellent the product his company made was. Clunk.
If you are delivering value it's the natural next step for your
audience to want more of you and your expertise or your book,
product or service. Only focus your audience's attention on what
you what them to think about or know. You are responsible for
synthesizing, and concisely delivering, the most important
points you want to convey to your audience.
It's up to you to choose the stories that will be most
satisfying and intriguing. They should be constructed to entice
people to want to engage more fully with you in the capacity you
choose i.e. hire you, visit your store, buy your product etc.
Leave your audience with a good feeling about you so they want
more. Media appearances give you ample time to practice good
manners and grace.
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Susan Harrow, CEO of
http://prsecrets.com, is
a top media coach, marketing strategist and author of
Sell Yourself Without Selling Your Soul® (HarperCollins),
The
Ultimate Guide to Getting Booked on Oprah, and
Get a 6-
Figure Book Advance. Clients include Fortune 500 CEOs, bestselling authors and entrepreneurs who have appeared on
Oprah, 60 Minutes, NPR, and in TIME, USA Today, Parade,
People, O, NY Times, WSJ, and Inc. |
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