Radio is the single most effective form of advertising there is. Period. There are more radio listeners in this country than TV watchers and Newspaper readers. Plus, studies show that people retain information that they “hear” better than information that they see or read. However radio advertising has two downsides: 1) It costs money 2) Most people turn the station when they hear an ad.

There is an extremely easy and highly effective way for you to knock down both of these barricades and get yourself FREE radio advertising that people will LISTEN and RESPOND to: become an “expert” guest on your favorite radio show.

There are thousands of radio stations in the United States, hundreds more in Canada and Great Britain. They all broadcast 24 hours a day and they are hungry for content. If you sell yourself properly, you could appear on stations all across the world. Imagine the number of customers you are missing out on by NOT being on the radio. And by being booked as a guest on a radio program there is NO COST to you.

It is, however, very important to market yourself properly to radio producers and hosts so that they believe you are and expert and will want to talk to you. Too often radio hosts receive “press releases” that are merely “commercials” pushing a new product. Here is how to guarantee yourself free spots on radio programs.

1) DON’T SELL: Nobody is going to book you to push a product or service. Radio hosts hate booking guests who just repeat phone numbers or websites over and over. You are a guest on someone else’s show and you are supposed to be an “expert,” not a salesperson. If you are a good guest, you will get your free plugs at the end of the segment.

2) BE INFORMATIVE: Provide valuable information to the host and audience. Make sure you have answers to any and all possible questions. Be up-to-date on the latest information from your particular field. The primary goal of radio stations (especially news and talk stations) is to INFORM their audiences. As an expert, your information is what they seek. Make sure you have some. It’s the whole reason you are on their air for free.

3) BE ENTERTAINING: Even news and talk radio stations have to be entertaining. With 20 other stations just the push of a button away, each station has to make sure that their content is compelling and entertaining. Be fun and energetic. If the topic warrants humor, have some ready. Make sure that you would want to be someone that you want to hear on the radio. Think about it, when was the last time you stayed tuned to something boring?

4) HAVE A CHARITY ANGLE: Radio Stations are required by law to dedicate a certain amount of their programming to community events. If you can link up with a charity or organize a community program you can contact stations about their “public affairs programming.” Often these programs run on multiple stations in a market and are produced by people who have little time to go out and find guests. Help them out by bringing them one.

5) HAVE A WEBSITE: If you want to get booked on radio shows you have to have a website for two reasons. First, it’s the easiest way to get people to your business during and after the interview. Websites are easy to remember, and, if people are listening at work or home they can access your website while you are on the air. Second, it’s a great reference point for producers and hosts. They can see what you are all about before the interview. It will help them produce questions that you can answer that they feel their audiences will want to know about. Plus, if you are a great guest, radio stations will put a link to your site from theirs, and radio stations get hundreds of thousands of hits every month!!!

6) ASK FOR REFERRALS: The radio industry is notorious for “trading info.” Many radio shows subscribe to “prep services.” Prep Services are networks of radio hosts in other markets searching for great content for their shows. Every time you do a radio show call the host afterward or send an e-mail asking them to add you to there next prep report. Be sure to provide your name and contact information. You could receive calls within a few days from radio stations all over the country.

7) WARRANT A RERUN: Radio stations are notorious for re-running programming. The best segments are often re-run two or three times in the same day! If you have a compelling and entertaining segment, you may get double or triple your original exposure. Plus, radio hosts get vacation time. If you are a “best of segment” you might get re-run over Thanksgiving or Christmas, or some random week in June. In short, BE GREAT!

BE AVAILABLE: Let producers and hosts know that you are always available to discuss your topic. Give them your cell or home number. If they want to call you at five o’clock in the morning or ten o’clock at night, let them. Be ready to talk when they do call. There is always a potential customer listening to the radio. Don’t let somebody else get your free airtime.

9) BRING FOOD: Radio hosts are always hungry. They keep bizarre hours and they are locked in little tiny rooms for long periods of time. Often the only nutrition they receive is from the snack machine. It is rare that a disc jockey will turn down free food. Drop by one morning with hot bagels and cream cheese or in the middle of the day with a deli platter. If you catch a grateful DJ in the right mood you could get some impromptu airtime to plug your business.

Mark Kaye is a radio and television host from Jacksonville, FL. He is also a world renowned publicity expert and founder of RadioPublicityStar.com, an exceptional program that shows you how-to get FREE radio publicity and FREE radio advertising for yourself and your business.

The Ultimate Disc Golf Show/Freestyle Jacksonville,Fl.

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