———–

Catherine Franz is a writer. She also hosts a weekly radio show in Virginia called, Let’s Talk Marketing. I thought you might enjoy learning something about being a radio talk show guest while also meeting a radio talk show host. Here is the result of my interview with Catherine.
Q: You interviewed me earlier this week on your radio show. Tell me about your show and what you hope it accomplishes.
A: Patricia, thank you for asking. When I was 12, I sat next to the radio most evenings listening to mystery and westerns on the military/American radio station in Europe—Radio Free Europe. My dad was US Army and was stationed for many years in Europe. When I was 12, we lived in Orleans, France. I loved hearing the horse hoofs of galloping steeds—especially the Lone Ranger, doors slamming, guns going off, and so on. As a pre-teen looking for spontaneity, it fed it well. These shows brought all sorts of visuals into a denied mind as there was little else to fuel our imaginations in that environment during those years.
As the years went by, my fascination for radio, its history during the Wars, and how it played an imperative role in Viet Nam, never dissipated. Robin Williams, in Good Morning Viet Nam just fueled my fire. I had longed to yell, “Goooood Mornnnning, Viet Nam,” into a mike. In fact, the urge was so strong that my radio instructor last year had to let me say it twice on the air just so I would stop interrupting the class with a boatload of questions. Now, my urge is to yell, “Goooood Mornnnning, Virginia.” Or “Goooood Mornnnning, Business Owners.”
Ever since I can remember, people have shared with me that I have a great voice on the phone. Even when I was running my CPA practice years ago, I could calm anyone on the other end of the line or smooth my way into a sale.
During my Coach University years, which does a lot of its training over the phone, I finally began to admit that maybe, just maybe, how I hear my voice, and how others hear my voice, were two different things. I finally began to believe in my telephone voice. This led me into giving teleclass programs for eight years and teaching how to give teleclasses and teleseminars as well. It also gave me the confidence to begin doing workshops and seminars. Prior to this time, I gave workshops, but only in the enclosed environment of the Accounting Training Center (a subsidiary of my CPA practice) and in teaching various accounting software packages, like QuickBooks, Peachtree, DAC Easy, One-Write Plus, and Deltek, when desktop computers and accounting software was making a big splash in the marketplace.
In 2005, as I was giving a marketing consultation to a budding author, Kevin Decker, in McDonalds, he mentioned he was signed up to take radio classes. His goal was to begin a radio show on relationships—his specialty. I sat there feeling envious, not with desire, and jealous all at the same time. He gave me their information but we never seemed to connect.
Later that year, about eight months later, the information again arrived—in my mailbox, this time. I attended their orientation “check us out” class. I sat there so nervous I couldn’t hear much of what was being said and still don’t remember a word said. Others paid, I left, dazed. I woke up early the next morning, 3:07 a.m. exactly, and wrote the check.
When I started attending the class, I didn’t have a focus on what I was going to do with any of it. After the third class, our assignment was to bring in a program outline for a show we wanted to propose to the station. After days of playing tug of war with a blank page—it represented my blank mind—again, an early morning sit-straight-up-in-bed moment led me to write out a program for the “Let’s Talk Marketing” show.
My objective then, and still is to provide information to solopreneurs. I must admit that my preference was toward women business owners more than men, but that has subsided now and includes all sexes. I strive to arm them with information about marketing and economic trends that will help them succeed in their endeavors. There are so many misnomers out there that need to be squashed and I have the personality, experience, and the knowledge to do that. And yes, I do want to admit, I also had some personal objectives for having the show as well—like increasing my skills (speaking, writing and interviewing), getting to meet dynamic people, as well as increasing my visibility and credibility in the marketplace.
In December of last year, I graduated from radio class, submitted the longest and most detailed marketing plan for the show they had ever received (ex-CPA did come in here). In just a few days, my show was granted while other submitted shows sat in a stack. So, January 10, 2006, the first show went on the air.
 
Q: When you interviewed me, we talked about book promotion—what are some of the other topics you cover?
A: Marketing is a huge topic actually. There’s sales, internet marketing, direct mail, marketing to the government, nonprofit marketing, creating informational products to increase sales and/or gain visibility and credibility—similar to what a nonfiction book can do for a business owner or a writer. There are topics on how to add video or streamlining on the Internet, writing script for audio or CD products, writing eBooks, pamphlets and so many more. My list is long. And I have the experience doing all these, at least a majority of them, and for the rest, I invite guests to the show.
I am in the planning stage now to devote two or three months just on Internet marketing. What this can and can’t do, talking about and answering questions like, “Should I have a website or not” and if yes, how, what, when, and where? I’m excited about this already and can’t wait to get into the throws of delivering it.
 
Q: How did you choose this theme for your program?
A: Actually, the theme picked me. I’ve been in marketing since my first lemonade stand on the military base at the age of 9 and helping my mom make money buying and selling merchandise from yard sales as a teenager. It’s a favorite topic of mine that people can’t get me to shut up about. Radio gives me another outlet to rant and rave, provide solid information, and pass on the information—marketing isn’t hard, others just want you to believe it is. It isn’t hard if you take the time, research your market, make something that is needed, find a system that works and keep delivering it, over and over, and over again, even when you are tired of it.
 
Q: You’re a writer, too—please tell us what you love to write.
A: Writing is my first love, even more so than marketing. In high school, I wrote poetry and won awards. I won my first college scholarship on my poetry. But poetry isn’t my thing any more. Yes, every blue moon it makes it to the page and usually in the darnedest places, but I don’t set out to write it anymore. And those that I produce are not something I would show others or let out into the world. They stay hidden in my journal. Once, no make that twice, I felt confident enough to let others read them only to have them rant and rave about them—and for the first time, I didn’t feel comfortable sharing them—a definite rarity for me.
For years I was a “closet” writer—a writer who wrote without any confidence because the confidence was eroded by teachers and professors. So I hid everything in boxes in a closet. For years, I wrote and wrote, all behind closed doors. Everything ended up in some closet.
Then I found journaling again—a long way from that little 6 x 9 lock and key book that I hid in my secret hiding places when I was a teen. I immersed myself in the topic and read every book on journaling, started a journaling group, and even taught journaling workshops for ten years. I thought it was a safe place to hide because people don’t usually scrutinize journaling—the topics were usually too personal.
It took years to quiet the many voices of those negative comments from previous teachers and professors. Even now, from time to time, I receive them from teachers or professors. And still they aren’t nice. It was my coming out year – 2001 – and I was studying at a summer writing program at West Virginia University. The professor’s comment, “Catherine, I can’t comment on your writing or give you direction, you just write so (dragging the word so out) different.” This was the same comment I heard for years, but now it didn’t affect me any more. In fact, I told the professor to kindly buzz off, not rudely but neither kindly either.
Later that year, I published two booklets on journaling which included all the tips, tricks and techniques I had developed over the years on journaling; including the one most people enjoy—the technique of using a reverse table of contents (you will have to buy the booklets to get the technique though).
Now I have had the confidence to write about my second favorite topic—marketing. I can write about anything that has to do with marketing. Each writing gives me a big kick, especially because my “unique” way of writing is actually a gift I have learned now. My unique way of writing isn’t really about writing at all—it is the way that I see things. I naturally see what’s missing and then try to give too much detail when writing it. I can look at a lamp or a frog, and tell you how to market it. The inventiveness of my mind even surprises me at times. This has turned into a blessing now.
But I also love writing about writing, especially when it comes to helping those who are closet writers themselves due to negative feedback.
Another favorite topic of mine is personal development. Going through Coach University and coaching brought out of my own wisdom in this topic. I uncovered a strength that was previously discouraged, that has been with me since childhood—the ability to sense things others don’t. My intuitive skills are extensive. Put this together with marketing and it works out extraordinarily well. My clients test my intuition all the time. And I am normally right 98% of the time. One client pestered me at the beginning of every one of our calls—that is, until one day she called, hoping to “get me.” But, before she could ask, I said, “Sandy, put on your clothes, I can’t talk with you naked.” She dropped the phone and never asked me again. She told me later that I was right. I knew anyway. The dropped phone was a dead giveaway.
 
Q: Is radio a good way to promote one’s book?
A: Yes, I truly believe radio is a good way to promote books. However, it isn’t the only way. Like you say in your book and said on the show, it is a multitude of avenues that keep book sales going, just like in marketing anything. I believe that radio is making a comeback, especially business talk radio. There are many talk shows on investing and money but there are so many other topics that are missing that need covering.
Sometimes people get tired of reading, especially with all of the computer reading each of us do each day. Sometimes, we just want to listen. Radio only requires listening. It reaches people who don’t like to read or want to give their eyes a rest. Radio is also good when multi-tasking.
Radio allows your imagination to grow and prosper. With television, your visualization is stimulated and not your imagination, like radio. Radio forces your mind to place an image to the words. It encourages the use of creativity, too.
 
Q: How does one go about landing a radio interview?
A: Well, one is to become a radio host. Since starting my show in January, I have been a guest on 14 radio shows.
Every show and station is different when it comes to getting on the radio.
For me, the attention of someone comes to me in three ways. First, I read about them from a book, on the Internet, press release, or in a newspaper. Second, people send me their books or a media packet with a bio, a cassette or CD with a voice recording, and a FAQ (frequently asked questions) page or two of what they are an expert in—or good in—or what they want to talk about. The FAQ sheet is very helpful for me. Third, they are a referral from a previous guest—someone I have networked with, clients, or someone I meet at a public event.
To be on my show, they need to combine their topic with a marketing angle that has a “what’s in it for my audience” mantra. If they do this, and submit it in a well-thought out manner, they have my attention. Now, well-thought out manner doesn’t mean they need all the angles or details; just a good direction or idea.
Q: What tips would you offer an author who has a gig on the radio and is shaking in his/her boots?
A: It’s the same thing I’ve learned in Toastmasters. Be prepared. If the host doesn’t call you several days ahead and talk with you about what you are going to talk about, ask for the time to do so. Prepare for the appearance just as you would for a presentation or speech.
Know who are the show’s listeners and what they want from listening. If you were listening to you, what would you want to hear?
Another good idea is to listen to talk shows. Write down things you liked and the things you don’t. For instance, write down the questions or phrases you liked, a style or format that works well for you (propose these to the host during your pre-guest call).
Other tips:

•  
  • Get plenty of rest the night before.
  • Make sure you drink plenty of fluids (water is best) several hours before the show—with one or two bathroom breaks in between.
  • Meditation always works well for me. I complete three minutes of silence before going on the air.
  • Remember, that the host has as much at risk as you do and definitely wants to have you shine.
  • Think and write out stories that support your points. Stories go well if they are done in short sound bites.
  • Always have more content then there is time to cover. This way, if the pace picks up you can cover it. Or if the conversation is not going in the direction you suspected, you can transition well.
  • Listen in on the show several times before your visit.

Fear normally arises when I don’t feel prepared. And I am using the word “feel” purposely. That feeling comes in different ways for each of us. Sometimes that can mean two hours of preparation, sometimes 30 minutes, and at other times even twice this amount.
Q: What is the best way to prepare when you are a guest on a radio show?
A: The one item I didn’t mention earlier is to ask two or three other people that know you to do a mock interview—preferably over the phone if that is the device you will be using for your radio appearance. If are going to appear live and you only have time to review via phone with people, tape record your side of the conversation, and listen back. What was your pace? Did you slur over certain words that became undecipherable? Did you answer wishy-washy and need to think through the question in writing to gather your thoughts on it? Review all the proper names you are going to use. Practice their annunciation. Write them out phonetically if needed.
Q: What should guests remember while they are being interviewed on the air?
A: Breathe naturally and talk methodically—not necessarily in an even tone, that’s boring. But to slow down, unless you are an overly slow talker in the first place.
 
Q: What if the author hates public speaking?
A: Yes, overcoming the perception that public speaking can be a negative situation can be quite overpowering. It is like anything else though, it takes practice. It takes repetition.
There are many artists who hate public speaking and are still famous. The question is: “What are they doing that you don’t know about that is working for them?” More than likely, these artists have someone else marketing for them because it isn’t their strength.
Viral marketing (something great that is transmitted through the Internet grapevine) is good for book promotion. It requires a lot of time and some technical savviness. However, you can work the article writing system on the Internet. Many authors use Internet article writing to market their books.
If you say that you don’t have any money to hire someone and you don’t want to market, then you don’t have any choice but to rely on the publisher to market for you. And you will need to settle with what they provide. Since the results are very little, stop blaming them. Take the responsibility of your decision. Don’t blame them, just acknowledge the truth–you made the decision, and you will receive the results of that decision. And, of course, you have to stay away from self-publishing, because in that industry you will need to only do more. However, not to go too far off in a tangent, also ask yourself, how else are you being lazy in life on achieving your objectives?
And before I forget, plan on writing at least 15 more books. Prolific writers always get more attention; if they are good writers.
Q: What are the benefits of doing radio gigs in order to promote your book?
A: The benefits of doing radio gigs are:

•  
  • Exposure / visibility
  • Sales
  • Speaking experience
  • Increases credibility

 
Q: Tell us how WPN members can get in touch with you to audition for a spot on your radio program.
A: Patricia, thank you for asking. Here’s an easy step-by-step way (the same way I like to present information on my show):

1. Create and provide a list of FAQs that you feel the listeners (business owners, writers, solopractioners) would want to know about you, your products, or your book/topic. Put together enough information so I don’t have to do a lot of research on your or your book. If I think I will need to spend too much time finding your information, then the consideration will get placed further down in my stack – even if you are famous.
2. Propose a title, theme, topic or angle.
3. Visit the show’s website: http://www.LetsTalkMarketingShow.com and check what the future topics are for the show and see if any of them fit into any of these areas.
4. There needs to be a marketing angle. If you can’t come up with it, don’t fret, send me the other information, maybe I can or someone on my team can. You would be surprised, maybe we already have something in the pipeline.
5. Send me all this to: host@letstalkmarketingshow.com. If too bulky, send it by mail. I will contact you and let you know how we will or will not proceed. Send email to request address.