Bill O’Reilly, formerly of Fox News Channel’s ‘The O’Reilly Report,’ shared a key insight in Talkers Magazine about achieving bestseller status: early on, when major media outlets like ‘Good Morning America’ and elite newspapers weren’t interested, talk radio proved invaluable.
O’Reilly emphasized the significant return on investment from talk radio, highlighting its power to connect authors with potential readers through in-depth conversations. While the landscape of talk radio has evolved, it remains a potent tool for authors.
The traditional model of authors securing a couple of high-profile interviews on major-market radio shows and instantly boosting sales is largely a thing of the past. This shift is due to two primary factors: a decrease in the number of prominent stations featuring interview guests, with many transitioning to music formats or limiting guests who promote products/services; and a reduction in the duration of author interviews. Radio shows have discovered that shorter, more frequent guest segments better maintain listener engagement.
In today’s environment, authors need a more comprehensive approach. While landing a spot on a top-rated show is still beneficial, focusing on quantity can be surprisingly effective. Hundreds of radio stations exist, and dismissing smaller, lower-wattage stations means missing valuable opportunities. Even a 1,000-watt station reaches an audience. Engaging with 100 listeners in a radio interview is akin to addressing 100 people in an auditorium – a worthwhile endeavor. Furthermore, these smaller platforms provide invaluable practice for larger, more critical interviews.
Think of it like a rookie baseball player who doesn’t immediately face the New York Yankees. Similarly, an author’s initial interviews rarely involve The New York Times. Experience with smaller hometown newspapers and niche magazines prepares them for higher-stakes opportunities. Aiming for at least ten radio interviews allows authors to refine their communication skills and become more comfortable on the air.
While some individuals possess natural communication talents, authors primarily excel in written expression. Finding an author equally skilled in verbal communication is rare. Novice authors often experience stage fright, even on radio. Common mistakes include omitting website addresses or 1-800 numbers, or overemphasizing them to the point of alienating the host. Technical authors sometimes lapse into jargon, and even seasoned guests identify areas for improvement after their initial interviews. It’s preferable for these errors to occur before smaller audiences.
Securing numerous interviews with smaller stations helps authors distill their book’s essence into a concise, impactful message. Interacting with various interviewers, even those with limited reach, sharpens their thoughts and can even spark new insights about their work. While navigating smaller stations, expect some unprofessional hosts and the need to confirm interviews multiple times. Many hosts may not have thoroughly read the book, requiring authors to guide them through key themes. Approach these interviews as if introducing the book to someone for the first time.
Despite potential challenges, remember that intelligent individuals tune into even the smallest stations. Avoid condescending to the audience. While an unprepared host at a low-wattage station might test your patience, view every interview as a stepping stone towards bigger opportunities.