Working Solo Minute: Creating Effective Radio Interviews

I've long believed that radio is a magical communication medium. Your message is carried by two voices -- the host's and yours -- and you're able to jump inside a listener's head. In the best situations, the audience feels as if they are eavesdropping on a private conversation. Imagination fills in all the details.

As a solo business owner, how do you make the most of the remarkable opportunity that a radio interview presents? I recently chatted with two radio pros to obtain their advice for soloists. Dan King is the former co-host of Higher Frequencies Radio in Boston and principal of Career Planning and Management. David Lawrence hosts a daily 3-hour call-in radio show from Los Angeles, heard live and via podcast. (David is also a podcasting expert, and we'll hear from him again in a couple weeks when we address that medium.) Listen and learn from these masters of audio.

1. Know the show.
Whether you're pitching to be on a show, or have been invited as a guest, both Dan and David stress doing your homework. Find out who the audience is, how long most segments run, and the personality of the host. "If the host has strong opinions, you need to know," states David, so you can play off possible comments and make the show lively.

2. Think condensed.
Your on-air segment will likely be 15 minutes or less, so choose your talking points carefully. "You'll have a short window of time, so focus on the few things you want to absolutely communicate," Dan says.

3. Translate your passion into examples and stories.
Avoid generalities and be prepared to offer brief anecdotes and examples that communicate your message. "Develop stories that illustrate your point rather than directly making the point," advises Dan. Paint verbal pictures that bring your story to life for listeners.

4. Use the right equipment.
Avoid cell phones and VOIP options such as Skype, says David. "They make you sound weak," he explains, because the signal itself is not strong enough. The best equipment? A land-line phone, and if you can find one of the vintage Bell Telephone desk phones, all the better. (Why? There's a larger microphone in the handset. Sometimes older technology trumps newer.)

5. Feel free to take risks.
As long-time radio hosts, both Dan and David agree that the most successful guests are those who are willing to roll with the punches, trade quips, and enjoy themselves. "Own the experience," advises David. "It will take you from the level of a competent interview to a guest that everyone wants, time and time again."

-- Terri Lonier
Founder, WorkingSolo.com