Four Tips to
Build Hot National Buzz For Your Product
interviewed as a guest on talk radio shows is a buzz marketing
strategy for companies who want quick, affordable national exposure
for their company and products.
face it, where else can you:
Kick-off a coast-to-coast publicity campaign in less than three
Build and sustain promotional “buzz” for your product or
Reach America’s greatest urban markets - Boston to LA - from the
comfort and convenience of your office?
And, talk directly to thousands of customers and
companies understand all this. They know the marketing and
promotional value of appearing as a guest on talk radio. And, of
course, so do we, as we’ve been arranging interviews for almost 20
that time we’ve certainly learned a thing or two about the
preparation that goes into booking guests on talk radio and I’m
happy to share some insider tips with you:
#1: Stay Current:
off, you need to follow the news. What are people talking about?
What is the media saying? What’s the buzz? Why is this important?
Because, in case you haven’t noticed, talk radio is all about
current events. Current events in politics, finance, sports,
weather, health, culture, etc. So when you know what’s current, you
can package your message to fit the news…making you an attractive
guest for a talk show. Your job is to scan the network and cable
news channels, the newspapers, look at news websites, and, most
importantly, monitor the talk radio landscape. Take time to listen
to some local and/or national talk shows, hear what they’re talking
about - get a feel for the rhythm of it. Most of all - get a pulse
of the public listening in.
#2: Tie-Ins to the News:
mentioned “packaging” your message? That’s a key. As you follow the
hottest stories in the news, think of ways you can tie in your
product or service to them. Look for controversy or big names, big
money or even relationship issues…these are always tantalizing
topics for many talk show hosts (and their listeners).
#3: Pitch Your Topic:
develop your message, keep in mind that radio hosts are interested
in what you can do for their listeners, not what they can do for
you. They want an interview, not an infomercial. So, when pitching
to hosts and producers, put emphasis on the issue you want to talk
about on the air, rather than on your product or service. There’s no
need to worry…once on the air, you’ll be given plenty of opportunity
to plug during the interview.
#4: The Right Press Release Formula:
Nothing is more important than the press release itself - it’s your
key to the media’s door. The quality of our press releases has
everything to do with our success in booking guests. You want to
make sure your headline is enticing - it’s got to grab the media’s
attention. The text of your release should elaborate on the subject
matter and what the “on-air” conversation will be about. It’s
always good to include a couple of juicy or provocative quotes.
Also include a short, but impressive bio, and 5 to 10 questions
you’d like the host to ask you.
There’s plenty more to learn about, but these few tips can help
jump-start your publicity campaign into the world of talk radio.
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about Marsha Friedman.
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