Now that your book is written and published the task of promoting and selling is just beginning. That can be a daunting undertaking considering the number of new books being published these days. It is reported that Amazon’s Kindle Books publishes 2000 new books every day.
An effective means for promoting authors and their books is the radio media. Here is how it works: When you write a book you automatically become an authority on a subject… You are an expert on whatever it is you wrote a book about. And not only are you an authority on that subject but you are also something of a celebrity and the media want to talk to you about your book.
Essentially what we have here a barter system. The writer trades research, expertise, knowledge and time to the media in exchange for widespread promotion of the writer, their book or cause. To make it work so the writer receives the maximum benefit the audience must be provided a combination of good information and entertainment.
Radio stations are very interested in attracting more listeners and are willing to lavish free air space on authors who can help them do that.
Being a guest on a radio talk show is highly superior to buying advertising for several powerful reasons. The first and foremost is that it is free. Secondly, people pay more attention to interviews with experts rather than paid ads and listeners are more likely to believe and trust an author more than an ad. Lastly with guest appearances the author gets more air time than with thirty second ads.
Some believe TV interviews are better than the radio variety but again radio trumps TV due to several compelling factors. Radio show hosts are much more willing to mention and promote guest author’s websites than TV hosts which can result in instant sales for the guest. Radio reaches more of the best audiences for writers. That is the listeners of the morning talk shows as are driving to work. TV interviews involve travel and other costs not necessary for radio interviews. Another big advantage radio has over TV author interviews is the absence of stage fright.
Radio is also better than Social Media for writers. When an author is on the radio they own the audience meaning no one is going to post a new Tweet or Facebook entry on top of them. During the entire interview the writer has the floor.
The best reason of all to consider the use of radio to promote a book is because radio listeners have more money. There is an old saying in sales “go where the money is” and that is radio. Talk radio audiences are for the most part more educated, intelligent and employed. Studies show they are the most affluent of all audiences.
With all this in mind it should be obvious that every author no matter the genre of their book should consider adding this highly effective tool to their book marketing tool box.
Mack Payne is an award winning speaker and a Distinguished Toastmaster.
He is a graduate of the University of Florida, has an MBA and is also a graduate of the US Army Command and General Staff College.
He is a highly decorated veteran of two years in Vietnam and has held elected office in Collier County. He owned and operated businesses in Collier and Highlands Counties and also found time to drive a race truck.
Today he is a speaker, author and publisher.