PICTURE THIS: You just got an interview on your local news station. Or in the newspaper of your city. But on CNN. Or in a trade publication. Or on the local morning radio show.
Congratulations!
Now all you have to do is remember ONE word.
ELEVATION !!
See, without leverage, your interview may never have happened.
Because being That Guy is all about repeated impressions.
It’s about credibility.
It’s about being in front of people.
It’s about making the most of your media appearances.
Otherwise, you may also be winking in the dark!
For example, let’s say you did a three-minute interview on your local radio station.
You should ask yourself three questions:
1. How many people tuned in?
2. How many people missed it?
3. What can I do to keep that look alive?
And that’s the challenge: keep it alive. Take advantage of your interview in as many ways as possible.
Now how do I know all this?
Because I’ve done hundreds of them.
Big and small.
CNN, 20/20, COSMO, WSJ, USA TODAY, The Today Show …
Local news, internet radio stations, random TV shows watched by 13 viewers …
I’ve done them all. And if there’s one thing I’ve learned, it’s how to take advantage of a media appearance.
Here’s a list offering 39 ways to do it.
(NOTE: Not all of these ideas apply to all types of appearance. Some are more conducive to television, radio, print and the like. Choose the ones that best suit your needs …)
BEFORE ITS APPEARANCE
1. Ezine. At least a week in advance, tell everyone on your mailing list to tune in. To keep your eyes open. Remind them to set up their Tivos, check magazine racks, and (not) flip that dial!
2. Text. Most mobile phones have a feature that allows you to send text messages in bulk. This is a great way to save time AND reach a large group of people whose emails you may not have.
3. Call. When I was 20/20, I physically called everyone on my cell phone. Probably around 150 numbers. (It took about two days. Mostly, I just left messages). This technique is a great way to spread the word to your closest friends, who will be happy to help you build buzz about your appearance.
4. Email. Email clients, prospects, friends, family, and others with great mouths personally. If you have a link in advance, please send it for your reference. Make it SUPER easy for them to tune in so they don’t miss a thing.
5. Blog. Make an official announcement on your blog. Think of it as a press release. Make your headline concise, catchy, and detailed enough that within 6 months, a total stranger can read your headline and know EXACTLY what to expect.
6. Advance. At the end of each blog post until the day your piece rings, include a sneak peek or countdown as your signature line. For example, “Watch Sandy on the Channel 9 news next week!” or “Only 17 more days until Oprah’s appearance from Mark!” Get people excited! REMEMBER: you are a big problem.
7. Hours. If you have a schedule of visits or presentations on your website, include your media announcement as one of the dates. For example, “January 13, 2007: Listen to Mark’s announcement on K-ROCK FM!”
DAY OF YOUR APPEARANCE
8. Blog. When your music plays (or the issue of the publication hits the shelves), tell everyone! Encourage people not only to tune in, but also to tune in with their friends. Tell them to have parties to listen to! In fact, if you’re going to be featured in a major media outlet, throw a party yourself!
9. Accessibility to the media. Whether you do your interview LIVE or not, make sure you are accessible on the day of the. The media LOVE to tune in to each other. Springboard interviews often happen; just like emails, phone calls, instant messages, and the like. Be prepared! Leverage is being able to answer the phone five minutes after your TV ad and say, “Sure, Oprah, let me check my calendar.”
10. Customer accessibility. In addition to the media, potential customers will (hopefully) call and email shortly after they find out about you. Be prepared! Leverage is being able to answer the phone five minutes after your TV ad and say, “Yeah, I was the one you saw on the news! Sure, I’d love to get an order. 20,000 units? No problem!”
DAY AFTER ITS APPEARANCE IN THE MEDIA
11. Web. On your blog or website, post a screenshot of the website you were on. Scan a copy of the article. Take a real photo of the TV screen with your mug. SHOW people that you were, in fact, in the news. People need proof.
12. Accessibility. Although numbers 9 and 10 have already addressed this problem, it bears repeating. Be accessible the next day to people who may not have seen, heard, or read your interview on the day of. (The same goes for the interviews on weekends: prepare for the following WEEK as well. Patience, grasshoppers. They will call).
AT ANY TIME AFTER YOUR APPEARANCE FOR THE REST OF YOUR CAREER
13. Images. The images he captured of No. 9 can be used as slides in your PowerPoint presentation. Build credibility with your audience.
14. Signature. At the end of each blog post (for the next month or so), link to your original “day of” blog post. Include an image of the media logo or a screenshot to provide evidence and excite readers. (See the bottom of this blog post for a great example.)
15. Hours. Make sure to keep your ad on the “Past Events” or “Past Appearances” page of your website. Five years from now, someone might accidentally find him and say, “Wow! Was Randy on Fox News? Great! I think I’ll hire him now.”
16. Cross selling. In future interviews, speeches, conversations, and writings, refer to it. Causally say, “When I made an ad on Channel 5” or “During my interview with Oprah, I learned …” Don’t be shy. You deserve it.
17. Introduction. The next time you give a speech, mention your appearance in your introduction.
18. Bio. Add the look to your bio sheet.
19. About. Add the look and feel to the “About” page on your website. If you made a TV or radio ad, make sure your clip can be viewed, listened to, and downloaded.
20. Author. If you are an author, include your media appearances on the “About the author” page of your books.
21. Materials. Add the look and feel to your brochure, leaflet, or other marketing materials.
22. Article. Add the look to the bio box or byline at the end of your articles. (You write articles regularly, right?)
23. Publish. If you made an ad on television, call a clipping service, pay $ 70, and get a copy of your interview THE NEXT DAY. First, post the video on YouTube. Then use the tags to embed that video on every other website / blog you have.
24. Mass email. In your next ezine or newsletter, tell people that they can see / read / hear your recent announcement on your website.
25. Personal email. Send personal emails to especially attractive clients and prospects. For example, “Hi Cheri! I’m not sure if you read the article in the business magazine, but here is the link just in case. Enjoy it!” Do not sell. Just submit the article, let them read it, and then wait for them to buy it. Works.
26. Tear sheet. If you made a printed piece, get a really nice reprint or copy and make it your own marketing piece. Add it to your media page and press kit.
27. Trade shows. Take your tear sheet to your next trade show. Give copies to everyone! Make a cardboard cutout of the item. If it’s a video, make sure everyone who passes your booth sees it.
28. Direct mail. Convert that cut sheet into a one-page direct mail sheet. Send it to prospects, friends, colleagues, and others who know you.
29. Consecrate. Frame the clip or image of your appearance. Post it in your office lobby or your store front door. Make sure everyone who walks through the door sees you. YOUR GOAL: When a potential customer comes to your office, they’ve already seen proof from a third party that your company ROCKS. Think of Zagat.
30. TV. If you have multiple video clips of different appearances, create a montage and make it part of your closed-circuit company or lobby TV.
31. Walls. Get a copy of the cover of the magazine or newspaper article, frame it, and stick it on your office wall. Every time you watch it, it will serve as a reminder to stay in the media regularly AND to take advantage of those appearances.
32. Sticker. This is the sticker. On your website, book covers, and storefronts, you MUST enshrine. Read how to do this here.
33. Reference. Write subsequent articles and blog posts that expand on the topic you covered in your interview. Reference the interview during the piece. Include a link to the actual interview at the end.
34. Card. Turn your appearance into a Christmas card.
35. WOMAN. Make your girlfriend tell everyone she knows. Then tell everyone in your family. The best word of mouth of all time.
Let me ask you this …
Are you taking advantage of that interview?
LET ME SUGGEST THIS …