In today’s competitive market, non-fiction authors face the tremendous challenge of standing out and establishing their credibility to draw attention to their book. Building a media presence is essential, but it’s not just about selling books; it’s about becoming a trusted voice in their niche. Local TV talk show interviews can significantly improve an author’s profile, leading to more opportunities in speaking engagements, additional media appearances or collaborations, and even securing national media interviews over time.
Based on her insider knowledge as a former national TV talk show producer, Marianne Schwab knows what producers look for in a guest. She also coaches authors on how to create a compelling message and interview on talk shows with confidence. She says there are four key ways that authors can build credibility as leading experts and take their careers to the next level, especially when they understand how to leverage local media appearances.
1. Establishing Credibility and Authority. Appearing on local TV talk shows instantly boosts an author’s credibility that can set them apart from other experts and authors. Marianne emphasizes, “When viewers see you on TV, they perceive you as an authority in your field. When I was a producer on the inside of talk shows, I wanted to book an expert who had great problem solving tips. I’d scroll through their table of contents to pick out of the best bits, like two or three problems that the author solves as a professional and refers to in the book, and those solutions would become the focus of the segment.”
2. Enhanced Speaking Opportunities. Being featured in the media can open doors to new speaking engagements since event organizers often look for speakers who have that experience. TV talk show appearances demonstrate that an author can not only deliver valuable content, but it is also an impressive credential to promote to potential attendees to get them to purchase admission to the event.
3. Increased Book Sales. Media exposure can definitely increase book sales but the appearance alone needs to be leveraged with other media to maximize impact. “When you’re seen as an expert on TV, viewers are definitely more inclined to purchase your book for further insights and this visibility can drive additional sales,” says Marianne. “However, the author should never rely on the broadcast alone. They need to obtain a digital clip of the interview and embed it strategically on their website, book funnel pages, and social media platforms so that everyone in their audience can see the interview. I work with clients to design an interview framework that is compact, positions them as a leading expert, builds trust in their expertise with problem solving tips, and impacts viewers in a way they’ll want to work with them or buy their book. They can also take their best soundbites from the interview and create shorts, reels, or ads so that one TV interview can actually generate over 20 pieces of content to build interest and drive additional sales when leveraged in this way.”
4. Networking and Collaboration. TV talk show interviews can lead to new networking opportunities and collaborations. By focusing on local talk shows, producers, hosts, and other guests can become valuable contacts that can lead to further media appearances and other career-boosting opportunities. When authors make a good impression, they can navigate the media landscape so they become sought-after on-air media contributors and reach new heights in their careers.
The exposure gained from local TV talk shows is one of the best ways for authors to position themselves as leading experts because the programs offer a significant platform to impact their audience in a memorable way. Marianne has worked with numerous non-fiction authors to help them become the go-to experts in their fields and explains, “Local talk shows are often overlooked as a starting point for media, but they hold immense power for authors. When I was producing for national shows, I wouldn’t even consider booking a guest unless they had the experience of interviewing on local talk shows first.”
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 works with professionals, high level entrepreneurs, and non-fiction book authors to help them fast track their success in becoming a recognized expert in the media. Through personalized media coaching and guidance, she helps clients 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.
