Say “marketing” to many small business owner and they’ll say, “I don’t have an advertising budget.” But every business should have a marketing budget. More importantly, they should understand that marketing and advertising are not synonyms; ads are just one form of marketing.
One truly cost-effective outlet for marketing your ghostwriting business is radio. Most guest spots will cost you (Are you ready?) ZERO. That’s right—zilch, nada, nothing!
If you think radio as a marketing tool has died, think again.
In one survey, Nielsen found that 93% of Americans tune into AM/FM stations.
Radio had strong listening trends during the 2016 election and the first Trump term, but after that Nielsen found audience numbers were still solid; in fact, they’d risen—7.4% of listeners ages 25-54 in 2017 rose to 8.3% in January 2018.
Getting past ghostwriting’s restrictions
Certified Ghostwriters who successfully completed the GPDP program with Claudia Suzanne know that signing an NDA is the first step in developing a client’s trust. Once you’ve signed a non-disclosure agreement (NDA) with your author/client, you’re legally bound not to reveal anything about the project.
So, be careful how you promote your ghostwriting business. It’s tempting to talk about a fabulous life story or business method your client has, especially when a good interviewer asks probing questions. But resist!
Instead of talking about specific projects, offer listeners insights or tips about what ghostwriters offer, the pros/cons of using a ghostwriter, or how to work with a ghostwriter. How can they get started? How do they choose a ghostwriter? What other writing services does a ghostwriter provide?
Keys to attracting bookings
You’re used to doing the interviews but getting others to interview you successfully requires other skills. Here are five simple points to get you on the air and make your advice worth listening to:
- Go looking for the gig—Sounds obvious, right? Yet many potential guests dismiss radio, even though it’s an extremely cost-effective way to promote their business.
- Focus on local markets—Unless you’ve penned a major leader (and have permissions to name it), you’re not going to be immediately picked up for key shows like Ellen or The 11th Hour with Brian Williams. It’s usually easier to find local outlets interested in interviewing someone in their market.
- Pick a SPECIFIC topic—The contact person gets too many calls with generic pitches, like, “I can talk about social media.” Yeah, so? Pick a platform you’re good at and can easily discuss, like LinkedIn or Instagram. What about it? Starting and moderating a LinkedIn group? Easy tips for getting LI news noticed? Know how to gain Instagram followers?
- Get prepped—Even if you’re allowed to prepare questions ahead of time, expect segues, additional questions, perhaps interruptions. Have extra info—like stats or examples—to embellish your talk (and enhance your reputation). And don’t be afraid to say, “I don’t know.” No one knows the answer to everything and being honest increases your credibility. Mention your website and you could build a mailing list. But avoid sounding like a commercial; the moderator will talk about your bio and contact info.
- Are you able to provide any offers? Giveaways (like an e-book or a free 30-minute review of what the client needs) can be solid enticements.
Don’t just walk away
When the interview’s over, find out how to get a link to the show’s recording so you can post your own blog and social media news alerts. Remember to ask if you need special permissions to use the recording as a giveaway.
And make sure you send a thank-you to the host and/or press liaison. You can use eCards; there are quite a few free sites with a great variety. Of course, you can always write and send an old-fashioned paper note.
The bottom line: As we teach in our Ghostwriter Professional Designation Program (GPDP), no matter how good a ghostwriter is, they can’t just expect clients to come to them. Every business needs to reach far and wide to link with potential authors and writers.
Radio’s great promotional potential helps authors and Certified Ghostwriters unite! ###
1 “New Radio Trends and New Momentum for the New Year,” Nielson.com 3-1-18