The trouble with book marketers and consultants is that they make it sound so easy. See, they’ll say something like “there are more than 15,000 radio stations in this country, and they’re all constantly searching for content — all day, every day.”
And you think: Yep, once Rush Limbaugh is done, they’ve still got all that radio time to fill! Sign me up. I can talk about my book for hours!
Trouble is, first you’ve got to find a radio station, and then, the attention of someone– someone who has the job of booking guests — at that radio station. And how the heck do you do that?
Brian’s Links
Brian Jud , an author and book-marketing consultant offers much better advice than most. At a recent Palm Beach Writers Group lunch (photo of Brian with PBWG group including executive director, Cathy Helowicz) Jud talked about all aspects of radio and TV appearances, but in a really smart move he brought copies of written instructions and links to websites that help authors connect with radio stations and other media.
He provided a link to helpareporter.com, a site that invites you to sign up with information about your area of expertise. Reporters and journalists from TV, newspapers, magazines and other mainstream media can then contact you (or you can respond to media queries which are posted to your email) when they are looking for quotes or soundbites in that area. Be prepared to document your experience and expertise.
He also provided a link to all the radio stations in the U.S. The link, radio-locator.com allows you to pick radio stations by call sign, by state, by format, or even by city. Once you locate a radio station that appears to have the right format for you, click on the information link and it will take you to a page with the radio station’s telephone number and, usually, a website. as well as a coverage map. By clicking on the website, you will get an idea of the types of shows produced on the radio station, and who the show hosts are, and what they expect from their guests. Be warned this is a time intensive exercise (see below.)
Must-Follow Rules
When you find a radio station that looks like it might be interested in running an author interview, do some prep work before you contact the station. Brian Jud recommends a) preparing a 30-second voicemail message (” since it’s unlikely you’ll actually get through to a live human being.”)
The 30-second voicemail message should answer the following critical show producer’s questions: a) what’s in it for me? That is, what’s in it for the show’s listeners? and b) why should I book this author on my show?
According to Jud, author of How To Make Real Money Selling Books, in order to craft the 30-second message, an author must b) get to know the show and its host. At some point, this means listening to the show — an easy enough exercise through radio-locator. The author must also know c) the show’s audience. For example, if the show has callers, are they male/female? Young/old? What are their questions? Observations? Why are they calling? For information? Or for entertainment?
The Tie-In
Jud (pictured here) also recommends that an author pitch his/her content with an eye to current events. He provides a link to a website, holidayinsights.com . “Everyday in this country celebrates something,” he says. We know the big Hallmark ones like Valentine’s Day and Mother’s Day, but there are other days that could fit in perfectly with your subject or book theme. For example, you know April 1 is April Fool’s Day, but did you know that April 2 is Children’s Book Day and April 4 is Tell A Lie Day.
I could have a lot of fun with a pitch for that April 4 day, by tie-ing it in to “the unreliable narrator” syndrome in psychological thrillers like my new book!
Here’s How It Worked For Me
With the list in front of me, I clicked on the state of Florida, then scanned the list for radio stations with a “talk” format. All had phone numbers on their information pages. I clicked on WBOB AM radio in Jacksonville. Dialled the phone number listed and got a recorded message that produced some numbers for key personnel at the station including that of the program director. Had I wanted to follow up with this station, I would have called the program director and left him my pitch, 30-second message — if he did not pick up in person.
Next, I clicked on WCZR-FM radio (“Real Talk for the Palm Beaches”) based in Vero Beach, FL. The listed phone number produced a message stating that it was “not a working number.” However, I clicked through to the website and discovered the radio station produces a show titled The Love Doctors which takes “unscreened calls from anyone about anything. If you don’t suck, you’ll be co-host for a minute.”
A call to the on-air phone line was answered by a real live person who in response to my question about appearing as a guest author on the radio station, gave me the email of another producer. If you’re sending an email, Jud recommends including a photo of the cover of your book, a photo of yourself, a short bio, and a line or two as to what makes you an expert or a terrific interviewee on the topic you want to talk about.
Talking Point
Finally, I clicked on WCCF-AM 1580, located in Punta Gorda, Fl. Then, found the link to the station’s website (wccfam.iheart.com.) Clicking on the Shows tab, I found a Saturday morning show, Marc Speaking. The page for the show produced email information, and a phone number with the invitation to “feel free to leave a message.” Marc appeared to interview guests extensively and to have an interest in antiques. I did not have the time to listen to a selection of the interviews — which, of course, I would have done had I decided to pitch Marc on my idea.
His interest in antiques reminded me of a photo and caption ( in a New York Times article and slideshow) of an antique angler’s priest. I had never heard of such an object so decided to research it (it’s a tool for giving fish their “last rites” hence called a priest.) Of course, I immediately decided it would make a handy weapon for a murder that occurs in my new book/Book 3. I thought that could have made an interesting talking point on Marc’s show.
It still might — when I finally finish the book, and have something to sell.
Top photo credit Visualhunt.
Joanna,
One related thought: don’t rule out public radio stations. Our NPR station here in Cincinnati aired a Saturday morning book club segment which often featured new authors. You could get an entire 30-minute segment, something that most likely would not happen on a commercial station.
There are also a bunch of writer podcasts that might welcome new content.
Thanks for the post
That’s really good information, Doug. Thanks. Actually to score an interview on NPR would be something of a coup, I think.
A really great wrap-up of our meeting as always! And that’s a good point that Doug made, I’ve spoken on the local NPR station before about my children’s book. It was almost an hour-long talk.
Definitely. NPR should be on book marketing list whether you’re traditionally or self-published author.