FREE RADIO & PODCAST MARKETING IN 30 MINUTES

Entrepreneur and radio broadcaster Beach (School for Startups, 2011) teams up with radio producer Lewyn to make a compelling case for gaining free exposure via the airwaves.

The book begins with a useful overview of the reach of traditional radio and the growth of podcasting. They share what may be a little-known secret: “Hosts [of radio shows] are absolutely desperate for guests….Finding guests is the hardest part of radio and podcast programming, bar none.” This reality, write the authors, opens up huge possibilities for anyone with expertise in a specific area to be interviewed on air. The second part of the book concentrates on finding interview opportunities, including a valuable list of sources for identifying and contacting show producers. Next up are sections on tactics for getting the interview and how to create a sales pitch—with a very helpful list of “The 10 commandments of a great pitch (and hook).” The last portion of the book covers preparing for the radio interview, tips for giving a successful interview (including such pointers as “animate your voice and improve intonation”), and post-interview strategies. This is a book that is meant to be consumed in 30 minutes, according to the publisher, so the content is delivered in a fast-paced, streamlined style. Chapters are short, with frequent subheads and bullets. The writing is informal and easy to read without a lot of fluff. There are no long explanations here, just suggestions and recommendations laid out in simple, straightforward language. Still, the brevity doesn’t detract from the value of the information: Beach and Lewyn deliver a legitimate soup-to-nuts plan for breaking into the radio/podcast market without spending a cent. As a result, the book provides a blueprint that’s particularly apropos for small-business owners or professionals willing to invest time instead of money to generate publicity. Those who heed the advice doled out by the authors should be in a position to reap the benefits.

A breezy, informative guide to getting radio and podcast interviews.