How to get Free Advertising on TV and Radio for Your Coaching Business
In my last few posts, I shared my secrets for creating great blog content and provided tips on how to market your coaching business. But content marketing can only drive more clients to your business if your stuff gets seen or read. The more exposure and attention your content gets, the more clients you will sign.
Fortunately, every media outlet (TV show, radio program, blog, newspaper, magazine both in print and online) is constantly searching for great content to use on their program. So, if your content is good and you are easy enough to find, most would love to feature you and your tips on their show for free. And it is easier than you would think to get your content in front of them.
They’re already looking for you
TV and radio producers literally spend all day every day trying to find, plan and adequately feature great segments, interviews and information for their viewers or listeners. They are grateful when I contact them with a great idea, as it takes very little time and effort on their part. I just solved a problem for them and saved them hours of work. So, the first step you have to take to get your content featured on TV, radio or print is to simply ask.
Don’t wait, start asking
Years ago, I read the book "The Aladdin Factor” by Jack Canfield and Victor Mark Hansen. In it they teach an important universal principle, which is, “Those who ask the most, get the most.” I took this to heart and started asking people to give me opportunities instead of waiting for them to ask me. When I started writing I also started asking local media outlets if they would like to use my advice. Some of them said yes right away, others not. I had to ask the newspaper that currently publishes my weekly column many many times before they finally agreed to give me a chance. I now have a syndicated weekly column because I refused to let those first few rejections stop me. I also have a radio show and a couple TV shows that use my content on a regular basis.
Let me share with you my best tips for making the same kind of things happen for you.
1. Make a list of media outlets
Make a list of both local and national shows that would be a good fit for your content. Look for newspapers, online publications, radio shows, TV news (morning and midday shows have time for non-news segments, while the evening news is much harder to get on), morning and midday variety TV shows (mostly focused on stay-at-home moms), Podcast radio shows, university publications, association magazines and blogs would be great places to start.
2. Get contact information
Figure out who to contact for each outlet. Just call them and ask who you might talk to about submitting some content ideas. Producers are the right person for most radio and TV shows, editors for papers or online publications. Gather their contact information. You can call any media outlet and ask for an email address for the producer for each show (if you can get phone number even better).
3. Brainstorm topic ideas for each one
Make a list of topics you could write or speak on that might appeal to each show’s target audience. If it’s a mid-day show they are targeted at mostly stay-at-home moms, so make sure your content isn’t about succeeding at work. Articles or segments on work would fit better for an early morning show or during the afterwork commute.
When you submit content ideas always offer a couple ideas at once. That way they can choose which they like best - and it’s pretty likely they will go for one. I don’t send them more than two at a time though, as that would likely overwhelm them or take too long to read and they might not choose any. Two ideas is perfect.
4. Include talking points and questions
Make sure to send along talking points and questions with your content ideas. If the media is radio, TV or a podcast (audio medium) submit a short summary of the topic you want to address and why it would relate to their listeners. Send them some talking points (the 4-5 points, tips or suggestions you have on the topic) and send some questions they could ask you that would allow you to make those points. This makes interviewing you super easy, and again, saves the producer time, which they will appreciate. If your content is an article or blog post - send in two whole articles at a time. (Use the info in my previous articles to make sure your content rocks.)
5. Plan according to their needs
Plan the right amount of content. Most TV segments are short, typically 2 to 5 minutes long at the most (I’ve done many that were only 1 minute in length), so keep this in mind when planning your talking points. The time flies by. A radio segment could be 15 minutes to 50 - so you might need to prepare a lot more content. Magazine articles and blog posts are usually between 800-1,200 words, while newspaper articles are often much shorter at 300-600 words. It’s more difficult to write a short article than a long one, so you will have to work on saying things with as few words possible.
Get a copy of the recording
Save social proof. After each publication or segment, ask them for a recording to save and use on your website or YouTube channel. Save the links to every published article or post so you have social proof you were published.
Find out who owns the copyright to the content you provide to them. Most will let you reuse your content (publish it on your own blog etc.) if you give the original source credit. Mention right at the top that the content was first published on this media source and give a link.
Have any questions or tips about getting free advertising on TV or radio? Leave a question or comment below.
About Kim Giles
Kimberly Giles is the CEO and founder of The Claritypoint Coaching Academy. She is a successful and popular executive coach, master trainer, author and speaker. She is the author of the book "Choosing Clarity: The Path to Fearlessness" and is an expert in simple psychology and human behavior.