Get Your Words’ Worth

March 1999
by Brian Jud

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Two concepts determine your relative success in answering questions during a television or radio performance: preparation and flexibility. In most cases, you will not know the questions you will be asked during the interview. But if you know your topic and know beforehand what you want to get across to the audience, you will be able to perform more successfully. What makes a good guest for the show does not always make a good show for the guest. If all you do is answer the interviewer’s questions informatively (whether or not they lead to meeting your goals), the host will think you are a great interviewee and perhaps ask you to return. But there is no future in being a professional guest if you do not sell your books in the process. Your objective is to sell books, and this may seem at odds with the goals of the host and audience. But you can meet everyone’s needs if you provide information in an entertaining way, stimulating the audience to purchase your book for more details. As a general rule, you will sell more books if you entertain people, piquing their curiosity, showing them how they can reach their goals by reading your book. You have to charm the audience while communicating important information. And you may have to do it in three minutes, perhaps while the host is asking you questions that have nothing to do with your book. Reaching your goals under these conditions requires that you blend your understanding of the audience, knowledge of your topic and train…IBPA Members – Click here to view the full article (login required).

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