Category: Marketing & Sales

In today’s media landscape, being recognized as a leading expert can open doors to exciting opportunities and increase trust and credibility with current and potential clients. Professionals and high level entrepreneurs often wonder what it takes to secure coveted guest spots on talk shows that can not just elevate their reputation, but also provide one of the best ways to promote their book, product, or service, but they don’t know how to go about it.

According to Marianne Schwab, a former national network TV talk show producer, there are five essential strategies that can help establish credibility and become a sought-after media expert that captures the attention of talk show producers.

1. Master in Field of Expertise: Producers are looking for experts in all sorts of industries including health, fitness, beauty, and business, just to name a few.  Depending on the topic of the featured segment, years of experience and relevant degrees may be required as well. Marianne Schwab emphasizes the importance of expertise, “As a talk show producer, I looked for experts who possessed credible experience and demonstrated a high level of knowledge in their field. Being an expert goes beyond having a title — it’s about sharing your expertise in a way that provides valuable content to a show that is worth teasing to viewers. For example, think about how your segment might be promoted like, ‘Coming Up Next…Find out how to solve the biggest legal problem most people don’t know could bankrupt them.’ Your expertise should be tease-worthy.”

2. Establish an Online Presence: Talk show producers are looking for experts with a strong online presence. Creating a professional website that showcases expertise, services, and products is crucial and should include an engaging biography and testimonials to establish credibility. “A well-designed website with valuable content and active social media accounts can be a powerful tool for attracting the attention of talk show producers. Your online presence should reflect your expertise and demonstrate the value you can bring to their viewers.”

3. Craft a Problem-Solving Message: To stand out among the vast pool of experts, it is essential to craft a compelling message that addresses a common problem. Drawing from expertise, identify specific challenges with unique solutions or perspectives. “Talk show producers are always on the lookout for guests who can provide practical solutions to real-life problems. You need to craft a message that resonates with viewers that showcases how your expertise can transform their lives and offer actionable takeaways. This info must also be condensed into a three-and-a-half to five minute talk show segment format,” according to Marianne.

4. Start with Local Media: Local talk shows often have a more accessible booking process and are actively seeking experts from the community. While aspiring for national talk show appearances is tempting, beginning locally by offering expertise and insights with producers of local programs is a key strategy to building media relationships and gaining valuable experience. Marianne emphasizes, “Local talk shows provide an ideal platform to hone media skills, gain exposure, and develop a compelling on-air presence. Use these opportunities to showcase your expertise and build a solid foundation for future media appearances.”

5. Leverage Media Success: As media appearances accumulate and credibility as an expert is established, leveraging success becomes crucial in securing more opportunities. Updating the website and media kit to include previous talk show appearances, highlighting positive feedback and testimonials from hosts, viewers, and clients, and actively sharing media appearances on social media and professional networks contribute to becoming a go-to expert in the field. 

“You should consistently promote your media appearances across various platforms and use them as powerful endorsements of your expertise. It is common for producers of other shows to want to replicate an interview in their local market because they liked the expert and the topic they watched on another show,” Marianne advises. “Also, as you gain credibility in media, you can leverage this to not only charge more for your services which ultimately will increase your revenue, but instantly gain trust from new clients visiting your website when they see you’ve been featured in media.”

By using these simple strategies, professionals and high level entrepreneurs can not only become a sought-after media expert that talk show producers can’t resist booking, but gain credibility that overpowers the competition.

Marianne Schwab has worked as a talk show producer in New York and Los Angeles and is currently the Executive Producer of CMP Media Cafe. She possesses a deep understanding of what talk show producers look for in expert guests and works with professionals, high level entrepreneurs, and book authors to help them fast track their success in becoming a media expert. Through personalized media coaching and guidance, she helps clients refine their message, enhance their on-camera presence, and navigate the intricate world of media appearances. She shares broadcast public relations tips on Instagram and has created an online training that shares her insider secrets to promoting a business on TV talk shows with details for the types of experts producers love to book as guests.

Orlando, FL – June 16th, 2023 – Entrepreneur and Podcast Host, Ross B. Williams, continues to provide valuable insights for budding entrepreneurs on his acclaimed podcast “Modern Profits For Entrepreneurs”. In the latest episode, he welcomed Keri Laine, an experienced business strategist with a rich history in corporate HR, mergers and acquisitions, and consulting.

Keri shared her expertise on several key subjects, including networking, personal development, strategic thinking, and the value of mentorship. Among her key insights were the benefits of viewing networking like a scavenger hunt, the power of surrounding oneself with aspirational individuals, and the surprising impact of asking “What can I do to help you be successful?”

Ross’s insightful conversation with Keri offers fresh perspectives and practical tips for individuals embarking on or navigating their entrepreneurial journey. The episode underscores Ross’s commitment to inspiring and educating his audience with actionable strategies for business success.

“Modern Profits For Entrepreneurs” continues to empower entrepreneurs by bringing on experts like Keri Laine, who provide deep insights and practical advice based on their real-world experiences.

The episode with Keri Laine is available now for streaming and download on MODERN PROFITS PODCAST.

“Modern Profits For Entrepreneurs“:

Hosted by entrepreneur Ross B. Williams, “Modern Profits For Entrepreneurs” is a podcast that focuses on delivering impactful business strategies, tips, and inspirational stories from various industry experts. With a passion for empowering entrepreneurs, Ross ensures each episode provides the listeners with practical advice they can implement on their entrepreneurial journey.

Ross B. Williams is a successful entrepreneur, and the host of the “Modern Profits For Entrepreneurs” podcast. His mission is to provide real, actionable advice to entrepreneurs, helping them navigate their journey toward success.

TV talk shows have long been a sought-after platform for entrepreneurs to showcase their expertise, gain exposure, and connect with a broader audience. However, misconceptions about the nature of these shows can lead to unrealistic expectations and missed public relations opportunities. Understanding the realities behind certain myths can help entrepreneurs navigate the talk show landscape more effectively and harness the true potential of this influential broadcast media to promote their business, brand, or book.

According to Marianne Schwab, a former national TV Talk Show Producer, there are five myths about TV talk shows and she debunks them so entrepreneurs can better understand the truth behind these mistaken beliefs as they pursue getting talk show interviews.

Myth #1: No one watches TV (or talk shows) anymore. In today’s digital age, it’s easy to assume that TV talk shows have lost their relevance, given the declining viewership of traditional television. However, this assumption couldn’t be further from the truth. According to Marianne, “I’ve actually had people ask me if people even watch TV anymore and it’s true that fewer people may tune in to watch talk shows on a conventional TV screen, but their popularity has simply adapted to the digital landscape. People now consume talk show content on iPhones, iPads, Smart devices, laptops, and other gadgets, transforming the viewing experience into a more personalized and on-the-go affair.”

In fact, “Nearly half of all adults now watch video (including talk show segments) via a connected TV device daily, a significant increase from 29 per cent five years ago, and 6 per cent a decade ago,” said Bruce Leichtman, president and principal analyst for Leichtman Research Group. “While Smart TVs are a key component of the connected TV category, the vast majority of connected TV users stream via multiple types of devices.”

Myth #2: TV Talk Shows are different in 2023 than they were when they started in the 1950’s.  Many entrepreneurs may believe that TV talk shows have undergone significant changes in their format over the years, especially with the advent of new media platforms and digital content, however, the reality is that the basic format and structure of TV talk show segments and interviews have remained relatively consistent. They typically begin with a host introduction of a guest, followed by a Q&A session, and often conclude with a call to action, such as promoting a book, product, or upcoming movie or music project.

Myth #3: Marketing and public relations are the same thing. Entrepreneurs often make the mistake of assuming that marketing and public relations serve the same purpose, especially when it comes to talk show appearances. However, it’s crucial to understand the fundamental differences between these two to ensure that interviews don’t turn into overtly promotional infomercials. “Advertising is saying you’re good. As long as it’s truthful, you can say anything you want, however, public relations is getting someone else to say you’re good and that’s where you can really build trust with your potential clients and customers,” Marianne shares. “By recognizing the distinction between marketing and public relations, entrepreneurs can leverage their talk show appearances to cultivate meaningful connections and authority with the audience. No amount of advertising can give you the credibility that being featured in the media or on a talk show can. There is something magical about this phenomenon.”

Myth #4: PR agencies get clients featured on TV and publicity is free. Entrepreneurs often hold the misconception that hiring a PR agency guarantees them talk show interviews and that publicity comes without any cost. “PR agencies play a crucial role in managing a company’s overall public image and media relations, but they are not necessarily specialists in securing talk show interviews. That requires a more specialized approach and that’s why agencies have hired my company for over 25 years to get their clients broadcast public relations results with interviews on radio and TV,” Marianne says. “Also, it’s crucial to recognize that PR is not free. Whether you hire a publicist or handle the publicity efforts yourself, there are costs involved. What really breaks my heart is when I see entrepreneurs invest $15K to $30K in a PR agency and they don’t even get one talk show interview when I know that I get my clients multiple guaranteed talk show interviews to build their brand and credibility.”

Myth #5: The first interview will be on a national talk show. One of the most common misconceptions among entrepreneurs is the belief that their first talk show interview will be on a nationally syndicated or network program. National talk shows typically feature high-profile guests, celebrities, or industry experts with established reputations or significant accomplishments. Marianne says, “While it’s not impossible for entrepreneurs to secure a national talk show appearance early on, it’s quite rare and important to recognize that the path to national exposure often begins at the local level. Local TV talk shows provide an excellent platform for entrepreneurs to gain valuable experience, refine their messaging, and build credibility within their community. These shows often focus on highlighting local talent, businesses, and unique stories, making them more accessible for entrepreneurs who are just starting out.”

In conclusion, debunking these five biggest TV talk show myths is crucial for entrepreneurs seeking to leverage this powerful platform so they can approach talk show appearances with realistic expectations and maximize their opportunities for success.

Marianne Schwab has worked as a producer in New York and Los Angeles and is currently the Executive Producer of CMP Media Cafe. She is dedicated to helping experts, book authors, and high level entrepreneurs land TV Talk Show interviews in today’s complicated media environment so they can promote their business, product, or brand in a way that makes anyone who sees their interview fall in love with them, their message, and their mission. She shares public relations tips on Instagram and has created an online training that shares her insider secrets to promoting a business on TV talk shows with details for the types of experts producers love to book as guests.

A brand is considered to be one of a company’s most valuable assets and helps people instantly identify a company, product, or service. In addition, great branding helps ensure brand consistency so that a business is presented in a cohesive manner across all marketing channels and platforms. The primary goal of branding is to build trust, and credibility with customers and clients, which leads to brand loyalty.

“When business branding is done correctly, it will differentiate a company from the competition and connect emotionally with its customers so that a trusted relationship is formed that can stand the test of time,” according to Tammy Donnell, the founder of BRND Agency. She says there are three branding mistakes that can be the death of a business.

Mistake #1 – Failure to communicate the business’s origin story. Every business has an origin story and it is the foundation of a business that starts as a solution to a problem, an idea, a vision, or a new discovery. “Consider the origin story as a warm handshake, the kind of genuine handshake where the other person uses both hands, which creates a deep emotional connection with a person that becomes a friend for life,” Donnell advises, “People connect through stories since people buy from people. This origin story connects the business emotionally to its customers or clients and creates a loyal, trusting, long-term relationship.”

Mistake #2 – Failure to connect with authenticity. Every business has a set of values, a mission, and a message and if this is not communicated in the proper tone and with a unique selling proposition, the business will fail to connect with their ideal audience. Many businesses fail to share these authentic emotional connection points with customers and clients that are an important bridge that connects and creates community.

Mistake #3 – Failure to create a seamless brand consistency across all marketing channels and platforms. A well-crafted brand requires consistency in messaging and visuals starting with branding guidelines for websites, funnels, social media, and copywriting. Donnell says, “It’s like a well-tuned orchestra that requires each instrument to be played harmoniously and the continuity ensures that customers and clients not only recognize and identify a brand, but that they are happy to share it with their friends and family.”

Branding often seems overly complicated and it can be overwhelming for business owners. Tammy Donnell helps businesses of all sizes build their brand across every digital medium and expand their digital footprint with consistency and clarity in a way that seamlessly works together as a cohesive brand. She works with clients based in the U.S. and worldwide and you can connect with her at BRNDAgency.com to discuss business branding strategies.