Your Radio Interview: 5 Tips to Help You Shine

by Louise M Moore

Do not underestimate the significance of a radio interview. Like television, newspaper and magazine, a radio interview is a wonderful opportunity for you to promote your product or service. Because there are so many radio stations--terrestrial, Internet and satellite--it is often easier to secure an interview on radio than on any other medium. However, due to possible scheduling issues with the radio host, limited broadcast availability and the time it takes for you or your publicist to arrange it, an interview should never be taken for granted. It is excellent exposure so be appreciative and make the most of it. One interview may be better than another depending on the interviewer so do not be discouraged if you feel you did not get as much out of it as you could have. But regardless of who is on the other end of the phone or across the microphone from you, your goal is to make every interview a good one. Here's how.

1. Be on time. Always respect the time of the radio host and make sure you are on time for your interview. If your interview is over the phone, dial in a few minutes prior to the designated interview time. If it is an in-studio interview, make sure you have the radio station mapped out at least the day before and give yourself plenty of advance time to ensure that you will not be late.

2. Prepare talking points. Your talking points are very important. Use neon highlighters to emphasize the most important items. Do not assume that you will remember everything you want to say. Have specific information like upcoming events, web addresses, phone numbers and key messages listed as bullet points for easy reference.

3. Use the interviewer's name. It is a good practice to use the interviewer's name frequently. You will appear more personable and it will certainly create a more comfortable setting for you, the interviewer and the listening audience.

4. Have a glass of water. Everyone may not agree with me but I always recommend accepting the bottle of water when interviewers offer it. Otherwise, definitely ask. For phone interviews, keep water handy. Sometimes when doing a lot of talking, your mouth may get dry and, if needed, you can take sips of water in between questions.

5. Smile. Yes, you are on the radio and no one can see your smile but they can sure hear it. Your topic of discussion may be a serious one but every chance you get, smile while you are talking. Let your personality shine over the airwaves. You will come off as pleasant and cheerful to the listening audience.

Any opportunity to share information about your product or service with a captive audience is golden. That is why it is critical that you develop good habits for your radio interviews. It is your time to shine.

5 Ways to Generate Publicity for Your Business for FREE

by Louise M Moore

1. Press Releases - Write a press release about a special promotion that your business is offering and distribute it through a press release distribution service like http://www.prweb.com/ and http://www.pr.com/. There are many other press release distribution services on the Internet. Many are free and others may charge a small nominal fee.


2. Article Writing - Be known in your industry as the expert that you are by writing informational articles. Become a published author by submitting your material to articles directories. It's totally free. The top article submission site is http://www.ezinearticles.com/ but there are others like http://www.goarticles.com/ and http://www.articlesbase.com/ who also accept articles. Find a few that you like and become a expert author.


3. Social Networks - Build your social networks with current and potential customers and let them tell a friend, and their friend tell a friend and so on and so on. Just for the record, social networks include blogs, Facebook, MySpace, Twitter and even LinkedIn and other professional networks.


4. Customized Newsletters - Create a newsletter for your business that you can send via email or snail mail. Customers and potential customers will appreciate updates and useful information.


5. Email Marketing - Have your customers opt to have special promotions and offers sent to them via email. Send them coupons and freebies to drive traffic to your website or place of business. Constant Contact and Rate Point are two email marketing companies that offer free trials. Both offer online and phone support but Constant Contact also provides free local seminars for a more hands-on approach.

Marketing Strategies: Four Keys to Making Yours Work

by Louise M Moore

So, you are excited because you have discovered the perfect marketing strategy for your business. But before you get too overjoyed, take time to sit down and do a full analysis of your strategy to ensure its success. The worst thing you can do is have a really great marketing strategy only to have it fail because you didn’t properly evaluate it to determine exactly how this new strategy fits into your marketing plan.

Some primary areas you need to focus on include your marketing plan, target market, SWOT analysis and frequency.

Marketing Plan
Whatever you do, always have a well written marketing plan. A marketing professional can help you with this or you can find examples of marketing plans online and follow the template to create your own. Remember, the Holy Scriptures say to “write the vision and make it plain.” That includes the vision for your music ministry. So, let this be the very first thing you do to ensure success.

Target Market
Within your marketing plan, you will identify your target market or those consumers that will buy your product or service. For example, if your product is compression stockings, then, your target market will be different from that of a company that sells sheer, bodyshaping pantyhose. You would need to research consumers who might have certain medical problems or edema causing them to have to wear special hosiery. Then, you would have to find out where they purchase compression stockings. Once you identify your customers and their buying habits, then, you can proceed to pinpoint the best media with which to reach them. The best medium might be a particular trade magazine, website or radio program. Know your customers inside and out and impact them in every medium that is relative to them.

SWOT Analysis
You should always explore the Strengths, Weaknesses, Opportunities and Threats of your marketing strategy. What is it about your project that makes it great? What does it lack? What opportunities are there and are there any threats involved? Be as objective as possible when answering these questions. It will pay off later.

Frequency
When I was a radio marketing consultant, I had corporate clients who clearly understood the importance of placing ad buys with frequent rotation in order to impact listeners. But there were always those clients who thought that one or two commercials a week would literally bring the masses to their business. Not so. I remember declining a particular client because I knew his money would be wasted with one commercial spot a week. Eventually, this client decided to do a higher frequency ad schedule which resulted in better results. But, whether you’re using radio, TV, direct mail or Internet, frequency is the key. Don't have unrealistic expectations for a one-time ad placement. Commit to frequency in your marketing and see the difference. It may take several impressions before your audience is ready to buy your product or service but the more they see your ad, the more credible you will become.

While all of these factors help in making your marketing strategy work, do not be afraid to re-evaluate your plan periodically to see if changes or adjustments need to be made for better results.

Branding for the Independent Gospel Artist: Three Ways to Set Yourself Apart

by Louise M Moore

Think of the most successful gospel recording artists you know and you'll discover that they have all been well branded. Gospel artists like Kirk Franklin, Mary Mary, Yolanda Adams and Donnie McClurkin are at the pinnacle of their careers but along the way, and even now, they continue to promote a brand that resonates with their audience. Yes, they can all sing very well and even with an anointing (that divine supremacy that gospel music fans sense almost immediately). But most importantly, these successful gospel artists are well branded.

What exactly does it mean to be branded? It means they are known for something--a sound, a look, a phrase--that sets them apart from all other artists. Are there others who can out-sing or out-perform them? Absolutely! But branding has little to do with how well you sing and everything to do with how well you continually present yourself to the people you want to listen to your music. Here are three initial steps for branding yourself as an artist.

1. Discover what it is about yourself that really stands out. What is it that you do as an artist that you can build a brand around? Get feedback from your audience, producer and management. Define yourself as an artist so that people will associate you with that great thing that you do.

2. Identify a word, phrase, style of singing or even name that is synonymous with you. And, guess what? You don't necessarily have to come up with the phrase yourself. In some instances, your name could be what you're looking for. Although Grammy-award nominated contemporary gospel singer Kierra Sheard has dropped her nickname "Kiki", most of us have to consciously not utter it because "Kiki" was so perfectly branded with her as much as the signature sound she inherited from her legendary family.

3. Create a logo or symbol that is uniquely yours. Marry yourself to your logo and it will be with you everywhere you go. When you do concerts or make appearances, your logo should be your backdrop. Promotional items such as t-shirts, mugs, pens and journals should definitely bear your logo.

Once you discover the branding that's right for you, then you can proceed to saturate your audience with it. Wrap your SUV in it. Display it on all of your merchandise. Take every opportunity to promote your brand and watch in amazement as you begin to stand out from the rest.

Marketing on a Tight Budget: Best Options for Independent Gospel Artists

by Louise M Moore

As an independent gospel artist, you probably don’t have the big budget that major label artists enjoy. You don’t have hundreds of thousands of dollars worth of promotion to support your project. But, guess what? In today’s dismal economy, even the big record companies are using cost-effective marketing options to get the word out and keep costs down.

While television and radio are very effective mediums, they do not make my list of frugal options for an Independent artist who is looking for significant returns from every form of media that is utilized. Whatever funds you have for marketing will be quickly depleted with ads over the airwaves. To get the most benefit from your marketing investment, use practical, less expensive avenues that will not leave you penniless. But, first and foremost, have your marketing plan in tact and know exactly how much money you have allotted to market your CD.

Press releases are a surefire way to convey your message to the gospel music industry and even consumers at a very low cost. You can do it yourself or hire a publicist to do the work for you. If you do it yourself, you will need to employ good writing skills, have a comprehensive and targeted media list and know how to strategically place your release for optimum coverage. Also, make sure that you have a newsworthy angle before deciding to use a press release as a marketing tool.

Banner ads are available at very reasonable rates on many high-traffic industry sites such as http://www.blackgospel.com/ and http://www.gospelcity.com/. To maximize your exposure, you can purchase ads on several sites that reach your target market and, then, track which ones yield the best results for you and adjust your ad buy accordingly. Also, if you do not have your own graphic designer, please factor in design costs to create your ad. Some sites may offer this service as well for a nominal fee.

E-zines or web magazines target very specialized audiences and, in most cases, for a rather modest cost. For instance, if you’re trying to reach radio programmers, then, find an e-zine that caters to that audience and place a consistent ad schedule. Regular hard copy magazines may be good options as well, especially if it’s a start-up publication with a small, but loyal circulation. Chances are the ads will be affordable.

E-mail marketing services blast your message to their particular marketing list. The cost can range from $200 to as much as $1000 per blast. Some e-mail marketers boast large subscriber lists but do your research to ensure that those subscribers are the ones you need to reach. It is better to market to a smaller, specialized list than to send to a large pool of people who have no interest in your genre of music.

These are just a few ways to make the most of your marketing dollars especially when the funds are very limited. Do not rely on one specific form of media but a well blended marketing mix to achieve the greatest results.