Is generating publicity through media, blog and podcast interviews part of your business strategy? If so, avoid these mistakes to turn your interview into a money-maker for your business.
By Rss Ray
Here is a checklist of 17 mistakes to avoid when being interviewed by the media if your primary goal is to grow your business as a result of the interview.
Mistake #1-Agreeing to be interviewed on a topic or in a media channel that can’t generate business for your company
It feels good when we are asked to be interviewed. After all, someone is acknowledging our professional expertise and the opportunity to generate new business could be phenomenal.
The problem is that many of us feel compelled to leap at the interview opportunity without first evaluating its potential impact on our business.
Let me give you an example. A magazine in my home state asked me to do an interview about getting started with search engine marketing. The magazine reached 50,000 readers, most of them business owners. As my company sells search engine marketing services, you’d think on the surface that an interview with this publication would be worth my time. However, the publication readers were small business start ups, individual insurance agents, real estate agents, etc…all of which were dramatically different from our target of privately held companies selling between $5 million and $250 million annually in business to business sales.
Even if the interview produced lots of new prospects for my business, they would be the wrong type of prospects. Upon examination, it wasn’t worth the time.
Mistake #2-Not preparing for the interview
It’s obvious that you know your subject or you most likely wouldn’t have been asked to give an interview. However, knowing your subject isn’t good enough in today’s fragmented market dominated by internet-based media.
For maximum effectiveness, you should understand how the media interview will be conducted, how the interview will be used and distributed, the name and style of the interviewer, the specific subject of the interview and any other people that may be participating in the interview as well.
You should always have your own game plan when doing an interview. Know what it is YOU want to accomplish.
Mistake #3-Failure to suggest interview questions to the media outlet conducting the interview
I have had over 100 guests on my online marketing podcasts and radio show in the past 2 years and less than 10 of them have suggested questions I should ask of them during their interview with me.
Now stop and think about that.
Who better than the guest to know what to ask to get to the heart of the interview subject? The guest will most always know more about the interview topic than the person conducting the interview.
Suggesting interview questions removes lots of burden from the interviewer (and most people are inherently lazy so the odds are they’ll use your questions if you submit them). It gives the chance for the audience to get better information and it allows you to have better control of how your company is positioned within the interview.
It’s your best chance to direct the interview in a way that produces revenue for your business.
One of my past show guests, Dr. Glenn Livingston, has done excellent work in preparing others to interview him. Take a look at Glenn’s media kit at Free Marketing Audios.
Mistake #4-Acting like a salesperson for your company or its products, rather than acting like an authoritative expert on the interview subject
There is nothing that can happen during my radio show to cause listeners to tune out quite like when a guest starts to “pitch” their company and its products.
No one wants to hear about how great your company is, how old it is, how many awards it has received, etc.
Listeners, viewers and readers want to learn about the topic and how to make their lives better, or easier, or less stressful. They want you to talk in ways that address their needs or problems. They don’t really give a darn about anything else.
Your goal when being interviewed is to address the needs and problems of the audience in ways that bring business to your company. Do it well and watch your bottom line soar.
Mistake #5-Failing to promote your media interview to your customers, prospects, employees and other pertinent parties
If you are being interviewed by the media as an expert on a particular topic, it pays to let your business contacts know about the appearance.
Many sharp companies incorporate the media interview into their marketing, making copies or transcripts of the interview available on their websites, in their newsletters and press releases and other customer and prospect communications.
In fact, many interviewers and media outlets will make promotional materials available to you for your use in promoting your interview to your audience. Take advantage and fully utilize what they offer you.
These actions help position you and your company as experts on a problem or topic and position you as the best solution for your audience. The interview adds credibility to your efforts and helps with selling more to existing customers and in retaining customers for longer periods of time.
Mistake #6-Giving speeches rather than answering questions
This is a tough area for many of you when being interviewed. As thought leaders and senior executives, you are used to giving speeches (you know those long winded things that most people find to be boring).
Speeches are the last thing audiences want and you should avoid delivering them at all costs during an interview.
Your job during an interview is to answer questions in a clear, concise fashion. Avoid the extensive elaborations unless they truly add value and clarity to the question or to the interview.
Mistake #7-Failure to take advantage of the promotional tie- ins
In today’s world, many media outlets can promote your appearance on their program in their newsletters, on their website, on their blog, in banner ads, etc. You should always ask about the additional opportunities you have to promote yourself and your business to the media’s audience and take advantages of all opportunities.
Here’s a quick tip: many media outlets have blogs. Offer to write a posting for the outlet to use on its blog. Put your name, company name, website address and some sort of offer to the audience in the byline of the blog posting and have the media outlet publish it on their blog. You get additional exposure to the audience plus get an incoming link to your website, something invaluable in the world of search marketing.
Mistake #8-Lack of focus on the interview
If you agree to do an interview, then commit to yourself that you will focus solely on the interview while it is being conducted. This ensures the best possible outcome for you and your company.
During live, on-the-air interviews I have conducted on my radio show, I have had guests whose cell phones have rung during the interview. Not only does this distract the guest, it distracts the interviewer and the audience. One time, a guest’s secretary burst in her office unannounced with the day’s latest crisis. Put a sign on your office door saying “Do Not Disturb – Interview In Progress!”
When you are being interviewed, your sole focus at that time should be on the interview.
Mistake #9-Boring dialogue
Are you using words and body language that are engaging to the audience? Do you convey genuine interest and enthusiasm about the topic?
Many people being interviewed believe that appearing somewhat “distant” positions them as an “authority” on a topic. Nothing could be further from the truth. If you appear distant in an interview, the audience will come across as “distant” to your business.
Another common mistake is an interview subject that appears to be too busy to do the interview, believing that if they appear busy, others will want to work with their company because it is in demand. Again, this is a misconception. If you are too busy to be engaging in an interview, you most likely won’t be engaging to work with.
Be interested, involved and focused on nothing but the interview. That’s your best chance to turn the interview into a money producer for your company.
Mistake #10-Avoiding a call to action for the audience
In my experience hosting a radio show, less than 10% of all companies interviewed leave my audience with a specific compelling reason to contact them after the show.
If you are being interviewed, you should always strive to give the audience a reason to interact with you after the interview.
A good technique for doing this is to mention a free report or case study during the interview. Mention to the audience how they can access the information and you’re on your way to interacting with them after the interview. You may also make a special or free trial offer to the audience for a limited period if that is suitable to your products and services.
Mistake #11-Hiding the truth
People appreciate candor, even when it involves controversial topics or behaviors.
Tell the truth…be candid and straightforward…be transparent in your actions. Admit when you or your company made a mistake. Share what you have learned from the mistake, what you are doing to correct it and what you are doing to avoid such mistakes in the future.
You’ll come out a winner every time.
Mistake #12-Saying something you might later regret
An interview is a permanent record of you and your company. Keep that in mind. A rule of thumb I advise to people is never say something they wouldn’t want their mother to know.
A good way to do this when being interviewed is to avoid long interview sessions, sentimental issues, and do not conduct an interview under the influence of drugs or alcohol. Prepare an outline of your comments in advance and stick with your outline.
Mistake #13-Believing something is off the record
Nothing is ever 100% fully off the record.
If you want to be safe, follow RSS Ray’s golden rule: don’t say it unless it’s safe for your mother to know.
Mistake #14-Sparing with the interviewer or a call in questioner
Remember the famous Tom Cruise-Matt Lauer interview when Tom Cruise told Matt Lauer that he didn’t know what he was talking about?
Tom Cruise came out looking like an idiot and was subsequently fired by Sumner Redstone, CEO of the media conglomerate that at the time made movies with Cruise.
You’ll most likely come out looking like Tom Cruise (figuratively, not literally) if you engage in arguments or sparing during an interview.
Face it, some media interviewers thrive on being combative. Don’t join them in the media cesspool. Stay above the fray. Be cool, calm and collected. You are in control of you and how you represent your company.
Maintain your composure, focus and control at all times.
Mistake #15-Treating the media outlet’s support staff with disrespect and hostility
The people that work behind the scenes to bring an interview to life are the very people that can make or break you, the person being interviewed. They can make your life very easy or a living hell. Extend them common courtesies and provide them the resources and access to do a good job. Your efforts will pay off in sales to you.
Always make sure to send as soon as the interview is scheduled all materials pertinent to the interview subject. Many times this includes your last book, case study, report or survey. The more the media outlet understands about your company and what you do prior to the interview, the better for you.
Mistake #16-Lack of follow up with the media outlet after the interview
The best place to go for future positive publicity for you and your company is from places you have already received it from.
Most people that are interviewed never have contact with the media outlet once the interview is over.
This is a HUGE mistake.
Always follow up with the interviewer and their representatives about one week after the release date of the interview. Find out if your interview had an impact on audience size. Ask what questions or feedback they have received from their audience. Ask them how they felt about the interview and what suggestions they have that will help you improve.
Thank them for interviewing you. This shows common courtesy and indicates your positive interest in the media outlet.
Now here’s the real important part: if the interview went well for your business, this follow up allows you to suggest other possible story angles for the media outlet, story angles in which you play a part. You can position yourself for future interviews with that media outlet which should be a good thing for you and them.
Mistake # 17-Not asking for referrals
I host a radio show on the internet’s leading talk radio station. In over 2 years of hosting the show, rarely has a show guest or their publicity representative asked about other shows on the station that they might appear on.
They’ve never attempted to find out the names of other show producers nor have they ever asked us about other publicity opportunities for themselves or their firms.
Every business benefits from referrals. If being interviewed by media outlets are important to your business growth (or are a necessity of your position), take advantage of the situation and generate “referrals” to other outlets that can help you. Ask the interviewer or the person that is coordinating the interview who else might want to talk with you.
There they are. The big 17 mistakes people make when giving media interviews that stop them from making sales and mistakes that cost them money. Avoid as many of them as you can and watch your bank account soar.
If you need help generating more leads for your business, contact RSS Ray for a free 15 minute consultation.
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