Free StuffOne of the key ingredients to having a successful radio campaign is the media release. The Duct Tape Guys do it right. I know exactly where they are going with the interview. Easy = Getting on the radio. Wayne Sample Media release:DUCT TAPE IS HALLOWEEN ON A ROLL!!!! Why go out and buy an expensive Halloween costume when you can easily make one instead? Everyone has a roll of duct tape somewhere in their home. That's all you need to transform yourself into a Vegas-era Elvis, a pirate, an Etch-a-Sketch, a bumble bee, or even a human ATM machine. The Duct Tape Guys, Jim Berg and Tim Nyberg, can share how to make quick duct tape Halloween costumes. Plus ideas for practical jokes and other duct tape sticky Halloween fun. Learn how to make wacky costumes like these:
You will also learn such tricks as:
Jim Berg and Tim Nyberg are the authors of THE DUCT TAPE GUYS ORIGINAL DUCT TAPE HALLOWEEN BOOK. CONTACT:
Information The RulesHave
you thought about using radio to spread your message? Did you
know you could? All you need to know are The Radio Rules. Rule
#2 – Solve a Problem Rule
#3 – Be Passionate Rule
#4 – Act Immediately If
your business has anything to do with men, women or relationships,
you could have used this as a golden opportunity to grab some
radio time. You could have called the radio station and said,
“I’m a therapist and I will do a mini survey locally
and report the results.” Then
you hit the streets and ask the questions. You could survey your
clients for 1 week or anyone else with a heartbeat. As
a radio host I would have loved someone calling the radio station
and offering to do this for me. It would have also put a local
twist on a national topic and would have put your name out to
80,000 people and maybe even put you on my radio show website. Opportunities
for PR are everywhere. You just need to learn how to act on them. Happy
Radio! Flattered to be Googled!As the host and producer of my own morning radio show on KBS FM, I see 20 to 30 Media Releases cross my desk every week. Most are very impersonal but every once in a while a publicist comes along that really knocks my socks off. Meet Kathy Verelli from Vancouver, BC, Canada. What did she do to get my attention and have me book her client without a second thought? ...She Googled me. Here's the note she sent me: "This is Kathy Verrelli, publicist for Kelly Nault, author of the popular book, "When You're About To Go Off The Deep End, Don't Take Your Kids With You". Greg & Cheryl from B100 in Kamloops just booked Kelly for a Mother's Day show and they mentioned YOU! :) Then, I Googled you and found out that you are like a Canadian Joel Roberts/Alex Carroll... if not better because you are using your talent to motivate others to be all they can be. :) And if you want a guest who can motivate and inspire Moms to be all they can be then here you are! Look no further!" How could I not book her client? She went through the trouble of name-dropping my friend, and she took the time to google me and find out what I do. She's not flying blind. She knows my show targets women 25-49 and many of them are moms. It is a perfect fit. For the new "do-it-yourself" publicists, make a name for yourself by checking out the websites of a few of your prospects. Flattery will get you everywhere...maybe the producer will even read your media release and book you. I know publicists send out 50 e-mails and never get a bite...so be unique. Show the producer your client can fill time on his or her show that entertains or educates their demographic. This is the key to success. Check out Kelly Nault's site at: http://www.kellynault.com/ Much Success to you in your radio adventures and if I can be of assistance, don't hesitate to drop me a line! Wayne Use the JuryIt's funny the places you find opportunity for publicity. I recently had Jack Canfield (Chicken Soup for the Soul) as a guest on my radio show. He said one of the great publicity tricks for Chicken Soup happened during the OJ Simpson Trial. The jurors were not allowed access to outside material so Jack and Mark sent all the jurors copies of Chicken Soup for the Soul. The media picked up on the books and soon everyone was talking about the books the OJ jurors were reading. Guess what. It happened again but this time it was food instead of books and it was the Michael Jackson trial, not OJ. Here's the story we the media received: The Michael Jackson trial judge was overruled by the jury Tuesday when they extended their 10-minute snack break because of an unexpected bonanza: free pizza. Superior Court Judge Rodney Melville has been running an unusually rigid schedule with no lunch hour, just three quick snack breaks during six hours of testimony - a hunger-inducing regimen he calls "the Melville diet." When jurors took an extra 15 minutes getting back into their seats, he offered an explanation. "The Olive Garden heard a CNN report that the jurors were starving to death," he announced. "So they sent over a bunch of pizzas." He said the jury "sent out an attack squadron" with word that they wanted time to eat their pizzas. "So now they're full, and they can thank CNN," he said. Is it similar? Well I thought of the Chicken Soup Story as soon as I heard it. The moral of the story...feel free to recycle ideas. You don't have to reinvent the wheel just change the tread once in a while. OK I'm off to the Olive Garden for dinner.... Wayne Watch TV and LearnLast weeks episode of The Apprentice did a great job of showing what it takes to connect with an audience. If Donald Trump drives you crazy and you just can't stand to watch the show...here's what happened. The 2 teams had to go into a TV studio and auction off bands like The Barenaked Ladies, Simple Plan, and even Gene Simmons on an 11 minute segment on a TV station. Now, the educational part was in how the On-Air aspect of the Auction was taken to another level by the apprentice teams become characters for their audience. They weren't boring business people but rather transformed into Hip Happening VJ's on a mission. The spoke the language of the demo they were trying to sell to and most importantly matched the energy of the show hosts. When your successful radio publicity campaign has you on radio stations like Z100 New York or KIIS in LA, you will need to match the energy of the host, otherwise you will come across as a dud. It may feel unnatural but practice speaking at a higher energy than your used to and see if it works. Hey why not pretend your a DJ. One final piece to this puzzle. You will be amazed at how your interviews will improve if you take a few moments to checkout the radio show online and then match your interview to that same level!
GoalsHappy New Year! I LOVE this time of year. I write out my goals for the next year on a huge dream board I have mounted in my office and analyze what I can do to make 2005 a better year than 2004. If you have never written your goals...it works! I was a sceptic but in 2004 I made it a goal to interview as many Successful Motivational Speakers as I could find. Every one of them said the Secret to Success is knowing where you are going. It's that simple. (See my Motivational Monday Guest List at www.kbsradio.ca/showdj.asp?DJID=3315) I want you to take 10 minutes and write out (Yes this is homework) 5-10 radio stations that you would like to be on in the next month. If you don't know of any, please check out www.radio-locator.com to find the format and the city you want to reach. I relearned, rebuilt, and reworked this website over the holidays. Revision is something you will have to do with your radio publicity campaign. You may not get any bites the first time you try to contact your list of radio stations, but with persistence and by reworking your media release you will achieve success. If you aren't getting on the radio, try pitching me and I will tell you what's going wrong. My goal is to be your coach in 2005! From platform star to radio successWhether you are currently speaking for a living, have a library of books to your name, or are just starting out, radio can expose and promote you in markets that may otherwise never know you. I had heard of Mark Victor Hansen, Co-creator of the Chicken Soup Empire and the Mega events, yet I never really knew his power until having him on my radio show. After reading "The One Minute Millionaire" and interviewing Mark, he motivated my listeners and me to make positive changes in our lives…with a dream and a team we could achieve miracles. After chatting with him, I asked Mark to come up to my little town of 10,000 and give a speech. Almost 600 people filled the theatre and met MVH-the Motivator. Mark sold product at the event and went home very impressed with our small market. The event never would have happened without Mark filling our 10 minute radio interview with enough value to convince me to put my own $$$ on the line and hire him for my first event. How can YOU do this? Here are critical points you must keep in mind:
Spreading the word by radio is the easiest way to get exposure. Having a great radio publicity campaign can be very easy, if you know how. A big name is usually enough to get you on the radio. But if you are not famous you need to create a media release to catch the radio host's eye. (See more on Media Releases below) I see a lot of speakers and experts fall flat on their face in an interview. Do not let this happen to you. You need to offer some great wisdom; something that a listener can use to solve a problem. Never EVER get on the radio and answer a question with, "It's on my website" or "It's in my book". You would not believe the number of big names who have made this CRITICAL ERROR. Write out 5 key points you want to get out during your interview. Do not think you will be giving too much "of your best stuff", fearing it might lead to loss of selling your product. On the contrary, people will buy because they learned great information from you. If you want to get people to your website, offer something for free. I guarantee after an interview that new prospects will visit your website and hopefully buy your product! Why not offer your service for 1 month to your local radio station and do 5 segments …almost becoming a member of the show, making your name more recognizable. Wondering how to do this? Offer a Motivational Monday tip for example. I think I'm the only morning guy in North America offering Motivational Mondays! Never done radio before? NEVER start on the big stations! Learn on the small market stations. It is just like driving; you do not learn on the freeway. It scares me when I see PR firms offering to get you on Oprah PLUS the top 25 radio stations in the country…now! If you are a famous speaker, or you think you are a famous speaker, there are still many people who have never heard of you. It baffles me when a listener asks me…"who was that Charlie Tremendous Jones guy or the Stedman Graham guy or that Tom Antion guy?" Good luck. And if you want to be on my show please send your media release to wayne@onairpublicity.com Wayne CRITICAL ERRORI just finished an interview with gentleman X. I don't want to offend him so I won't pass on his name or his topic. I will say that he was doing great. He spoke well, he told some stories, he had the listeners by the tail...until I asked the most important question of "How do we know"? His answer..."it's in my book." NOOOOOOOOOOO I screamed in my head! The vital rookie mistake. I tried to get him to reveal the "How" question but he wouldn't budge. Why was it a mistake you ask? Because the listeners tuned in to find out the "How" question and suddenly he turned into a salesman. He wanted to get people to buy his book. It might have worked for some listeners but it would have been far better if he'd said," I have many of the ways in my book or on my website but here are just a few." If he dealt with it this way, I'm sure people would have gone to his website or checked out his book for the detailed list because they would have wanted to share it with their friends. Now was he really trying to sell or did he get nervous and forget the info? I have had both on my show. Nerves will get you when you are doing a radio interview. Your mind will start racing and you'll start thinking about how many people you're talking to and boom...you forget vital info. Always have some notes in front of you. Never read from a script but just have something at your fingertips incase you have a brain freeze. Much Success Wayne BAD INTERVIEWI just had one of the worst interviews ever with Omarosa from the 1st season of the Apprentice. She did so many things wrong that I just had to write about her this week. First off, I don't hate her. I'm sure as a person she's very nice. All I'm doing is pointing out what critical errors she made. 1. She only used a cell phone. This is a critical error because it's very tough to get a good signal on a cell. 2. She talked softly and sometimes away from the mouth piece. It was horrible sound.You should always use a landline unless it's something earth shattering that we need from the field. If you are giving some sort of play by play of something that's happening a cell is just fine. 3. She had no interest in telling stories and started the interview saying basically how dumb the public is for falling for these reality shows. Way to go Omarosa! Insult the people who made you famous. I lost interest in having her on my show within a minute of our chat! Even my listeners commented on how bad she was. I don't know if Iwoke her up or she lost a bet and that's why she had to do media. Please learn from Omarosa mistakes. Do the opposite of her and you can talk belly button lint and be a success! Until next week Wayne LIVE OR TELEPHONE"To be" or "not to be" in the studio...that is the question. Well, maybe it's not such a big deal. If the radio station you are on isn't where you live, chances are you'll be doing it over the phone. If you're on a book tour or by some strange chance you get to go in the studio, there are some things you must know. If you go to the studio and want to be loved...bring food! It's the darndest thing how happy you'll make the DJ's are when you bring along a gift. I'd say 99% of the time, you'll get extra airtime by doing this little trick. When you're in the studio, don't start asking for the tour or about how the show works. Radio DJ's are very busy during a show, often thinking about what they must execute in the next break to make advertisers, salespeople, the boss and listeners happy. Don't feel ignored. It is a mentally draining game where we must be "on 100% during our shows. Once the interview is done, say thanks and get the heck out of the studio. You can send a thank you note after the show...but please exit quickly (Unless the host asks you to stick around. Even then, when it looks like it's getting busy...please exit stage right.) Much success and we'll talk again next week. Wayne |
