Is TV a better platform than radio for selling books? Or is radio better? Many of my authors ask me these questions. So I asked Julia Schopick, bestselling author of the book HONEST MEDICINE, to talk about WHY she feels RADIO is the best way to promote and sell books. I think you’ll find her answers extremely interesting.

Q: I understand that you think being interviewed on radio is better for selling books than TV. Why is that?

A: I’m a long-time fan of talk radio, because it gives guests adequate time to tell their stories. So, even before my book was published, I knew I wanted radio to be my main avenue for getting my message out to the public. Stories get listeners’ attention and therefore, sell books. TV is more about sound bites. Also, unless you’re a New York Times bestselling author with a big publishing house behind you, it’s hard to get booked on television. And if you do, chances are you’ll only get a few minutes to tell your story. That’s not enough time.

Q: How many copies of HONEST MEDICINE have you sold?

A: Over ten thousand books, but I’ve stopped counting. Over two thousand of them were sold as a result of my two appearances on “Coast to Coast AM,” one of the best shows for selling books. I was lucky to be interviewed both times by George Noory, one of my favorite interviewers. Both times, the phones just lit up with people waiting to ask me questions. The day after my first appearance on “Coast to Coast,” my book reached #17 out of ALL the books on Amazon.com. After each appearance, I got over 400 emails and at least 50 phone calls. I was happy that I was able to help hundreds of people, all the result of being on that one show.

Q: “Coast to Coast” is a great show, to be sure—and a big one. What about smaller radio shows?

A: You’re right. Most shows are smaller than “Coast to Coast,” but I love them, too.  There are lots of hosts whose shows I love being on. In many cases, I’m invited back, too. The key is consistency: Go on as many radio shows, both terrestrial and Internet, as you can. Sometimes that show you think is just a minor show will sell books, too. And since shows are often archived on the station or on a host’s website, there’s a shelf life: People can listen to it long after it has aired, and that gives your appearance and book even more legs.

Q: Do you use social media to promote your radio appearances?

A: Yes. I especially love Facebook. I promote my interviews both before and after they have aired.

Q: How does that work?

A: Often these shows are broadcast on the Internet at the same time as they are being broadcast locally on the radio. And if the show is an Internet show, it’s also being broadcast online. So I’ll tell my Facebook followers that I’m going to be on a particular show. I’ll provide a link, and will tell people to click on “listen live.”

Q: Do you post only on your own Facebook pages?

A: Of course, I post on both my Facebook pages: my personal page and my book’s fan page. But I also post on other pages where lots of my followers are. For instance, some of the treatments my book features have group pages: Low Dose Naltrexone, or LDN, for autoimmune diseases, has several pages, with a total of about 30,000 members! So if I know I’ll be discussing LDN on the show, I’ll post on these pages. I make sure to include all the information: “I’ll be on the _____ show in 2 hours (1pm Pacific/2pm Mountain/3pm Central/4pm Eastern). Here’s the link to ‘listen live’: ______. We’ll be talking about LDN.” It’s important to give the details and not just a link.

Q: After a show has aired, how do you promote that appearance?

A: I do the same thing, saying “in case you missed it…” and I give the link. Facebook is great this way. It keeps my shows in front of people.

Q: I imagine you’re a really good guest. Are there any “tricks” you’d like to share with our readers?

A: Sure. Some authors tell me, “I’ve been on lots of radio shows, but I haven’t sold many books.” I wish I had the nerve to tell them, “Well, maybe you weren’t a good guest!” I don’t say that, but I should. You have to be a good guest.

Q: What makes a good guest?

A: I now coach other authors on this, and I’ve created a tip sheet: “10 Hints for Being a Great Radio Interview Guest.” Anyone who wants it can write to me at [email protected]. Please put “10 Hints” or “Tip Sheet” in the subject line.

Here are a few tips:

  • Always use a land line phone; never a cell phone. Hosts hate them, because the reception can be spotty and the call may get dropped. So, even if you have to use a friend’s phone, always use a land line.
  • Find a quiet spot. No crying kids, no dogs, no fax sounds, no printers whirring in the background.
  • If at all possible, listen to the show you’re going to be on beforehand. Often previous shows are archived on the host’s website. Make the effort to listen. That way, you will be better prepared.
  • Prepare Questions & Answers and a packet of information and promotional materials about your book, and get it to your host ahead of time. Many authors send questions they want to be asked. But I think it’s the combination of questions and answers that gives the host a context to work from. Hosts often don’t read their guests’ books. Fortunately, well-crafted questions and answers can save the day.
  • Thank them. Send a “thank you” email to the host after the interview; and if the producer has been particularly helpful, email him or her, as well.

Q: How about the radio interview itself: any hints?

A: First, remember that this is a conversation. Never, ever read your answers by rote. That’s the one risk of having prepared Q&As. So don’t memorize the answers. Just use them as a guide.

Second, use your host’s name several times during the interview. Don’t assume that while you’re on the air you’ll remember it. After doing a number of shows, you’ll find it difficult to keep all the hosts’ names straight. So write it down, and keep it visible.

Third, speak with life and inflection. Monotone answers are deadly! They’ll put the host to sleep and send your listeners into a coma—or at least scurrying to find another radio show to listen to.

Q: Do you have any advice for the professionals (doctors, lawyers, etc.) who have written books?

A: Yes. Drop the jargon! For instance, physician authors often don’t realize they’re talking in “doctor-speak.” Laypeople may not know what a hematoma is, so instead, say “bruise.” Be clear and consider your audience.

Q: There seems to be a difference of opinion about whether or not you should “plug” your book on the air.

A: This one is tricky. I usually mention the title of my book at least a few times. And I often say “In my book . . .” without naming it. An enthusiastic host will most likely do your work for you. Another way to do it is to say, “As Dr. Burt Berkson points out in my book . . .” and then, make what follows really compelling, so that the audience is so interested in the idea you just brought up that they forget you just plugged your   book.

 Q: What, in your opinion, is the biggest mistake authors make on the radio?

A: Forgetting to maintain a sense of humor. Even if your book has a message you’re incredibly passionate about, don’t be serious and somber. My book, HONEST MEDICINE, is the result of my fifteen years as caregiver for my husband, who was a brain tumor patient. That’s hardly a “fun” subject. But I still make sure to tell humorous stories. That way, I always have FUN being interviewed on the radio. My host has fun, and my listeners do, too.

Q: Any last hints?

A: Yes, as I just said: Have fun on your radio interviews. This will make your host’s job easier—and it will sell books, too!