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.
