HOW TO GET YOURSELF ON RADIO AND TELEVISION SO
YOU CAN PROMOTE YOUR PRODUCTS/SERVICE FOR FREE
By Dr. Jeffrey Lant
Ever wonder how to get your message out to literally
millions of people via radio and television for FREE? Wonder
no more! Every single day people with a product or service
who want to connect with would-be buyers are doing so
through radio and television.
What's more, you don't have to be a big-name politician or
author to do so. Not by a long shot. All you've got to have
is something that either benefits or interests a designated
public. And, voila, you can start using the air-waves as
part of your marketing mix.
Step 1: Assess Yourself -- Are You 'Good Media'?
Lots of people who should be using radio and television
promotion for their businesses aren't. Why? One reason
certainly is that they've never done a self-assessment to
see if what they've got is appropriate for electronic media.
This is a mistake.
One part of what the media does is the tabloid stuff:
personality and celebrity stories, the odd, the offbeat, the
unusual, the unbelievably trivial. This, I hasten to add, is
NOT where you fit in.
Another part deals with the dissemination of useful
information: about money and investing, cooking, real
estate, lifestyle, business, travel etc. This is your
element. Listeners tune in to discover things which will
improve their lives and make them easier. Thus, anyone who
has something useful to say is grist for the electronic
media mill.
Can you help cut someone's electric bill? Give them
pointers on the garden? Cook up a souffle for pennies?
Provide au courant child-rearing tips?
Then, you, friend are what the electronic media are looking
for.
Step 2: Decide Whether It Makes Sense For You To Use The
Electronic Media
Just because you have what the media want doesn't mean that
you want the media. While the media want you because of the
technical information you possess and your ability to
disseminate it... you don't want the media unless you've got
something to push, either a product or service. In other
words, unless you want marketing assistance.
As soon as you know you've got what the media want... and
you want what the media have, then and only then is it time
to see about arranging this marriage de convenance.
Ask yourself these questions:
A) Do I need more business? More clients?
B) Am I launching a new product/service that could use the
promotion?
C) Have I got an existing product line that would benefit
from the media exposure?
If you've answered yes to any of these questions, as soon as
you've decided you've got what media want, then it's time
for you to step ahead briskly to get on the air.
Step 3: Determine Where You Want To Present The Information
About Your Product/Service
We live in the age of highly differentiated media. There's
literally a media source somewhere for virtually everything,
something catering to every market. If you don't believe me,
check out the detailed reference guide in my book THE
UNABASHED SELF-PROMOTER'S GUIDE. When I wrote the new
edition, I spent a bloody fortune on research assistance
tracking down literally hundreds of directories pointing the
reader to literally hundreds of thousands of print and
electronic media resources. It was a giant task... but
proved beyond the shadow of any doubt that anyone can get
media attention, so long as you're willing to do your
homework and give the media source what it needs to make an
intelligent decision about you.
Thus, you've got to start your research today. Say you've
never had any media exposure before (except that birth
announcement your mother insisted on inserting so many years
ago in the local paper); that you've never been on radio or
television and that you're looking just to get your toe wet,
to sell more products/services locally. No problem.
Everyone's got to start somewhere... and the steps that will
make you successful locally are the same steps you'll use to
get national media, if and when that becomes appropriate for
you.
A) Start leaving through the listings for local radio and
television (don't forget cable).
B) Start channel surfing. If you're going to use the media,
you've got to be familiar with the media. Just listening
to your favorite programs over and over again doesn't
help the growth curve.
C) Make a determination about which programs are best for
what you've got to offer. Note: lots of the 'information'
programs play at odd hours, like 1 a.m. or Sunday
mornings. That's when you've got to tune in, too.
Once you've determined that there's a coincidence between
the program's objective and your own area of expertise, go
into high gear. You've now got a prospect; it's time to
start the advanced qualification process.
Step 4: Get The Specific Program Data You Need
The bulk of the programs you'll appear on will feature some
interview format, that is a "host" of some kind will ask you
a series of questions which you'll answer. On television
this "script" will be accompanied by a series of photos that
help develop the story line. In addition to the host, each
program will feature a producer (on smaller stations the two
are often the same). The producer helps supply the form for
the program, generally opens the mail (sometimes this is a
student intern), sorts it, makes at least the initial
determination about guests, and generally provides the glue
that keeps the thing going.
Thus, what you need to know is: the name of the program, the
call letters of the station, its address, the name of the
host, the name of the producer, his/her title, her/her phone
number and fax number. If you can also find out when the
producer (who's often infuriatingly elusive) is available,
so much the better.
How do you find this information? Well, if you're living in
a big city, there's often a specific book that lists both
electronic and print media in your community with such
specifics. You can find out if your city publishes such a
book by calling the reference desk of the library and
asking. Another place to check is with the library of your
local newspaper since they're sure to be listed if this
resource exists. However, you must use this information
cautiously. Media people are notoriously mobile and these
resources data quickly. Thus, even if such a book exists,
you're still going to have to do some of your own research.
Plan on it!
Thus, you need to call each media outlet where you want to
appear. Ask the switchboard operator for the necessary
details about each program you're interested in. If a single
station has three or four which seem appropriate for you (by
no means impossible if your subject is one of general
interest, like money) the operator may be unable to spend
all the time you need on one call. If she seems pressed,
call back later to get the rest. But get as much as you can
right away.
Sometimes the switchboard operator will automatically
transfer your call to a program producer. That's fine. In
this case, just introduce yourself. Say that you'd like to
submit a program idea, and get the information you need to
do so. If you're well prepared you can give a brief outline
of what you've got in mind, although I don't recommend this.
In my opinion, it's better to submit the idea in writing,
where you're in total control of what's being communication.
But, I admit it's tempting to take the opportunity to
present your idea when the chance presents itself. Note: if
you do find yourself in touch with a producer, instead of
giving your name, you can present yourself as your own
agent. Say, "I'm calling on behalf of <your future guest>.
He/she's an expert in <subject>." Then ask for the necessary
follow-up information. It's not a bad idea to let the
producer think a little better of you than you may, in fact,
deserve!
Step 5: Put Your Program Selling Package Together
Once you know that you're media worthy and that there's a
place for you to appear, it's time to fashion the compelling
package that will cause both producer (first) and host to
sit up, take notice, and salivate at the opportunity to book
you. I beg you: make this presentation a work of art.
When you ask for air time, you ask for something valuable,
something that will be used to enlighten the multitude and
advance your own interests. As such, spent the necessary
time and mental energy to make just the right impression,
the impression that stands a greater chance of getting you
what you want.
In your packet, include:
## a letter which clearly indicates what you want, namely an
appearance on the "ABC Show".
## indicate why you think you're the right guest for the
program. If you're familiar with the format (and you
should be) say so. Indicate why what you've got to say
fits in with the program's theme and objective.
## give the nature of the program you want to provide, why
it's timely, what people will learn from you, why they'll
be glad you appeared. This is the essence of your case.
Make it good!
## indicate when you're available. (If you're available any
time, don't say that... say you can be flexible in
scheduling. You don't want to sound over-eager.)
## information on when/how you'll follow up... or how the
producer can get to you. (Yes, they actually have been
known to follow up themselves.)
Your packet should also include a series of useful
supplementary materials, including
## photo (for television. They want to know you are not
first cousin to The Hunchback of Notre Dame.)
## list of previous radio and television shows. Include the
name/call letters of the station, city, program title,
host, producer name, phone number, topic of show, date of
show (if recent). A) if your appearances are older than
two years, delete the date. B) if you haven't appeared on
either radio or television yet, don't worry. Everyone
was a virgin once.
## information indicating why topic is timely. Maybe it's
been featured recently in a national magazine... or a
best-selling book. Maybe it's seasonal.
## information on you. Provide data which clearly
establishes you as a specialist, including (where
appropriate) years in business, awards, professional
memberships, articles; in short, whatever it takes to
show that you are the kind of person who ought to be on
the media.
## media clippings. If you've been featured in the media
yourself in the last two years (either with articles by
you or articles about you) on the subject you want to
discuss now, send some of these along. Two or three will
give you just the right amount of credibility.
Step 6: Preparing To Follow Up Your Mailing
While it is true that from time to time producers do pick up
the phone and make calls, unless your topic is really
timely, chances are you'll have to make not only the first
move, but the second. Prepare for it.
Before making the follow-up call, position yourself at a
desk. Have a copy of the letter you sent and a complete set
of the materials that you dispatched. Have a pen that works
and a glass of water. The latter is a sensible precaution.
Both radio and television rely significantly on how a guest
sounds. If you're the Secretary of State (who, by the way,
has a terrible voice), they can't say much about it... but
before they achieve this eminence it could well work against
you. That's why a glass of room-temperature water at the
ready is a good idea. It will help keep any frogs in your
throat at bay.
Note: I prefer to make my follow-up media calls from my
computer keyboard. This is because I like to log all my
media data in a special file called "mediaprospects" where I
can call them up at the touch of a key. I suggest you do the
same. It's very easy to work this way... and great for easy
reference.
Step 7: Following Up Your Mailing
Once you're ready, call the producer. You should be making
this call at the time you've been told he/she is most
available. Please make sure that this is not just before
airtime on today's program. That's the worst possible time
to get in touch. The best? About 15-20 minutes after the
program is off the air. This is a moment the producer should
be available and should be feeling an (abbreviated) sense of
relief (assuming the show has gone well).
Now make your call. If the producer is available and you get
through, introduce yourself and ask if now's a good time to
talk. If not, ask the producer if he's got your material.
(If he hasn't and it's been more than 5 days since it was
sent, say you'll send another set. This annoying development
is often necessary.) If he has, ask when would be a good
time to call you back. If at all possible, schedule a time.
(Remember, it's often difficult to pin these slippery
characters down to a precise appointment.)
Note: it may be at this point that the producer will
indicate that they have no interest in your program. If you
can, find out why, even if you have to schedule an
appointment to do so. For the producer, saying "we're not
interested" is enough; for you, it can't be. You've got to
find out why and see if it's something that can be dealt
with.
Step 8: Following Up -- Again
I don't care who you are, yea even the leading candidate for
president, you're going to have to come to grips with the
fact that if you're going to deal with the media, you're
going to have to get good fast at the follow-up game. This
means:
## if you've called and left a message... the odds are
you're going to have to call back again. Do so within 48-
72 hours. Don't wait.
## if you've scheduled an appointment with the producer,
chances are it won't be kept. Call when you said you were
going to, leave another message. And if this message
isn't returned, call again in 24-48 hours.
Keep doing this over the course of a couple of weeks either
until ...
A) it becomes clear you're never going to get through, or
B) you've asked whoever answers the phone to assist you in
getting a message through (and thereafter talking to this
person, instead of the producer), or
C) you've been booked elsewhere.
If (A), write the producer a cool, professional note
indicating that you've called many times, regretting he
hasn't called you back, pointing out how important you
material is, how great and general the interest, and
indicating that you are available to schedule when he calls
you. Give this bum 60 days or so. Then try again. If (B),
keep trying until the intermediary you've enlisted (someone
like the switchboard operator, a student intern or
secretary) tells you it's hopeless, that the producer just
isn't going to return your call. In this case send the note
indicated above... and a second note to the person who tried
to help you (no matter how ineffectually). Lay on the
praise and thank-you's. Whether you know it or not, you've
now got a contact who might prove useful later. And I
guarantee you, this contact has never received a nicer note
than the one you've sent. (Personally, I like to send these
notes on my princely stationery since it gives them a neat
little thrill that proves most helpful to my future plans.)
If (C) don't hesitate to send the producer the information
about where you've been booked. If you've got an article in
the local newspaper... even if you've just been booked to
speak at the local Rotary Club and featured in their monthly
newsletter... it's all another indication that you are a
person of consequence, with a message of importance and that
maybe, just maybe the producer ought to get a move on and
book you after all!!! You could, you know, suggest as
much...
Step 9: To The Victors Belong The Air Time
So long as you understand that getting the free air time you
want is the end result of a process that takes time, mental
effort and persistence, you'll be fine. Keep channel
surfing, keep locating new places to appear, keep refining
your message. It's all part of what it takes to get the air
time you want. Remember, the pay-off is worth it. Even
though you may have to grovel a bit to get the air time...
once you've booked it and actually appear on radio or
television, your life is transformed. Why? Because the media
sources which once did nothing for you, now want to position
you as something special, a person worth the air time you've
got. It's a transformation that happens to only a tiny
percentage of the population... but one which is to your
infinite advantage as a marketer. Enjoy it. By the time you
get it, you've earned it. Believe me.
***********************************************************
Dr. Jeffrey Lant is one of America's best-known marketers.
He's also author of 12 books including THE UNABASHED SELF-
PROMOTER'S GUIDE: WHAT EVERY MAN, WOMAN, CHILD AND
ORGANIZATION IN AMERICA NEEDS TO KNOW ABOUT GETTING AHEAD BY
EXPLOITING THE MEDIA (365 pages, $39.50 postpaid) and NO
MORE COLD CALLS: THE COMPLETE GUIDE TO GENERATING -- AND
CLOSING -- ALL THE PROSPECTS YOU NEED TO BECOME A MULTI-
MILLIONAIRE BY SELLING YOUR SERVICE (670 pages, $44.95
postpaid). Get these books and a free year's subscription to
Jeffrey's 40-page quarterly Sure-Fire Business Success
Catalog by writing P.O. Box 38-2767, Cambridge, MA 02238 or
calling (617) 547-6372.