[Implementation Guide] More Local Business Clients Through Local Radio & TV in 2013

Do you sometimes feel like, or already know; that one of the reasons why you’re not making the money you want from offline consulting is because not enough local business owners know about you and how you can help them?

If you’re ready to stop being your best kept secret, then I encourage you to consider being interviewed on local radio and TV.

Sure it means you’re going to have to actually get out from behind your computer, and sure it means this is something you can’t outsource, however, let me share a few things with you based on my experiences in using these methods successfully this year.


When I was a radical young buck in college, we used to say "Alluta Continua (the struggle continues)" when we wanted to encourage others to continue the struggle for whatever student union issue happened to be supporting at the time.

It was great at the time, but as a grown up in business, we both know that the struggle to find businesses to help, doesn't make sense and does not have to continue.

If you do manage to get into being interviewed by local radio or TV stations, you’ll never struggle for customers or clients again. Also, you’ll never waste your valuable resources of time, effort or money chasing the next ‘offline silver bullet’ that, deep down inside, you know doesn’t even exist.

I encourage you to investigate including this approach in your marketing for 2013 and beyond. It’s evergreen and it works, provided you know your target audience, you know the pain your target local business customer is experiencing and you’re ready to put yourself out there.


I’ll be pulling together a more comprehensive piece on this method which, itself isn’t new but is greatly underutilized. I’ll be more than happy to share it with you at absolutely no cost whatsoever, if you are interested in exploring this. Your part is to make sure you put things into action.

For now, let me share some highlights about the actual preparation involved in having a successful interview with a local radio or TV station. This is based on my multiple experiences this year out here in the ‘burbs’ of Chicago.

Getting ready and getting it done...

1. Confirm the date and time as early as you can.
2. Practice and rehearse no matter how much you believe you know your stuff. In an environment that’s unfamiliar to you, “shift happens!” and your brain goes into overdrive.
3. Develop sound bites
4. Have the contact information you want to use ready (i.e. which of your local business consulting websites or blogs are you going to give out?)
5. Make sure you arrive on time
6. When you’re on site, mind your step – I tripped over cables and spilled my drink on one occasion and disconnected some equipment at another time…AKWARD!
7. Be sure you talk slowly because nerves will most likely kick in and you cold end up sounding like you’ve taken some illegal substance!
8. Relax and enjoy your time there.
9. You’ve got to be understanding.
10. Be YOU and be the authentic YOU.
11. Be grateful for the opportunity and mind your manners. No crude jokes, no matter how friendly your host is.

I'll break these down so you're able to take deliberate action on each one as it might apply to you.

Next Steps

There a piece I wrote and recorded earlier on this year about 'How to Increase Your Visibility Now' - In it I covered some action steps you can take to eliminate your fear of getting out there and becoming more visible to local business clients. Even though it's from the middle of the year, it'll always be relevant.

2013 has to be the year you turn the corner on your situation and the preparation starts now, because if not now, when?

BAYO

...as always, typos are a gift!