I. FIRST PRIORITY: Give the Host what he/she wants.
Remember why they booked you!
A. Your goal is not to teach your whole book.
B. You only have a limited amount of time.
II. NEXT PRIORITY: Sell, Sell, Sell
You cannot impact people unless you persuade them to seek out and find your book in the store or online.
A. You only have a short amount of time
B. Good Sales: It’s all about NEED
- Creating the NEED and meeting that need. They should naturally want to turn to your advice.
- The goal is to move the audience to act, they should want to do something after they hear you. (Amazon, Google, Talk to friends, go to a bookstore)
C. Good Sales: Becoming likable
- Have Energy - Smile, be enthusiastic and fun; have high energy
- Consider The Oprah factor – Connecting Emotionally is everything.
- (a) Share “personals”
i. Favorites
ii. Anecdotes
iii. Loved Ones
- Be Humble – Act classy, respectful, smart, and fun
III. STICK TO YOUR THREE MESSAGES
(Money Soundbites about the book)
A. You must have THREE MESSAGES in your back pocket
- This must be your brand - repeated over and over in every interview, every event, every stranger who asks about the book.
- Practice until they are Automatic
B. Have a clean copy of your THREE MESSAGES
IV. HOW TO HANDLE INTERVIEWS
A. Opening: How are we doing today?
- This is the most important part of the interview; it establishes rapport, chemistry.
B. Delivering the PITCHED INTERVIEW: Follow the host, but remember your messages
- Do not repeat your title over and over.
- OK: “What I wrote in my book was…”
C. Talking about your book: Remember the THREE MESSAGES!
All interview discussions that center on your book will involve these questions:
(1) Uniqueness – “Breaking New Ground Here!”
In some form they will ask what’s different or new about the book. (Three Messages)
- Commandment: Do not let them pigeon hole the book.
- EG: I’ve seen books like these before.
- NO - IT IS UNIQUE, UNIQUE UNIQUE. There is no other book like mine!
(2) Devil’s Advocate – The Other Side
This is the best opportunity to talk about the book.
- What is the other side of my opinion? Be ready to answer this:
- “That’s why I wrote the book on this…”
- “What I wrote in Chapter 5 is…”
- Commandment: You must answer anythingthat hints that the audience does not need this book.
(3) Purpose – Why is this important?
In some form they will ask, “What is the BIG DEAL?” (Three Messages)
- Your Audience is asking: What do I get?
- EG: What made you write this book? Why is it relevant? Is this common or widespread?
- Tie into what is happening today
- Illustrate with personal anecdotes
(4) Zingers - Questions that are completely from left field, or make you look bad.
When in Doubt, go to your THREE MESSAGES!
- Handling Zingers: Validate the host, then quickly bridge back to your prepared messages. (One liner – Bridge – Message)
- Joke
- One liner: “I bet that was fun!” “First time I ever heard of that!” “Ha, I’d hate to be that guy!”... (Bridge) “but as I was saying earlier”… (hit Three Messages)
- Bridges:
- “But what I wrote in my book is…”
- “But as I was saying earlier”
- “But what’s even funnier is”
- “But seriously…”
- Serious
- One liner: “That’s a good point,” “That’s a popular opinion,” “That’s an important consideration”… (Bridge) “but what’s really important here is …” (hit Three Messages)
- Bridges:
- “But the important point here is…”
- “But experts I deal with say…”
- “But for a lot of people…”
- “But what I wrote in my book is…”
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