We coach our authors to not waste air on the radio. They learn to offer tips, be storytellers, and capture the audience’s interest. For most people it’s easy to talk or teach in an interview, however to capture someone’s attention long enough to have them buy your book takes skill and practice. One top 20 radio show host shared with me the secrets to a good radio interview. He stressed a healthy balance of the 3 E’s.

Entertain: Grab the audience with your passion, enthusiasm, wit. Make them laugh out loud, or feel emotion deeply. Be a storyteller. Imagine your listener’s reactions. Think outside the box of the ABC’s for your book. Most hosts like a bit of controversy to get their audience stimulated. Being entertained by you lingers, makes your audience remember you, and sells more books.

Educate: Teach your listener’s something new. This new thing they learn can be one of the tools in your book, perhaps a fact that inspired you to write the book. There may be something in current events that is linked to your book. Or you can talk about how the benefits you stress will provide value to listeners and their lives. When you teach listeners something they can hold onto, and take away, they will want more of you and your book.

Enlighten: Give them an “ah ha” moment. Open their hearts. Share stories of triumph over adversity from your experience. Show how they too can be a success. Offer your listeners hope. Challenge your listeners to take on their complacency. Along with the inspiration make sure your listeners know that buying your book will provide further enlightenment.

By the end of the interview make sure you have clearly stated how people can purchase your book. Weave into the interview what else people will learn by going to your website. Make sure the host knows the name of your website so they can mention it also. Part of being skillful on the radio is making sure your audience identifies you, your book, and how to buy your book. Lastly have fun, enthusiasm is a great gift to the host because like happiness it’s contagious!