Tip 9: Avoid Sounding Like A Commercial During Your Interview
It’s natural to want to “plug” your product or service in an interview, but it’s important to meet the needs of the host or producer. The rule of thumb is to serve the audience first, then the station, then yourself. Avoid clichés that make you sound like an advertisement. If a host feels the interview is too self-serving, he/she may cut you off, end the interview and suggest you buy ad time. Instead, make your topic as interesting, positive and issue-oriented as possible.
Example One interviewee who develops light therapy devices discusses Seasonal Affective Disorder, sleeping disorders, and jet lag in interviews. This company offers an 800 number for free information and doctor referrals. Prior to going on the air with a host, he confirms how they prefer to communicate this number. Often the host will ask the guest to provide it, or say it themselves. Offering the number on the air provides a service to their listeners and prevents a flood of calls into the station.
