It was an interesting experience, as I had never done a radio interview before. Later, Michael and I caught up and he gave me some amazing feedback on my performance and how to get myself on message in a medium like radio. He is using the story-telling approach everybody in marketing is talking about – but not many get it right. It’s not about telling A story but about telling a GOOD and audience-relevant story.
The Questions covered in the Interview:
- How is social media marketing different from traditional marketing?
- How is the buyer different today? What is the new vs. the old consumer like?
- How can social media help companies do better and meet customer needs?
- How do you approach social media as a business? Should you be on social media?
- How could the Dresser After Dark show leverage social media more effectively?
- How can you leverage Facebook? How in B2B vs. B2C?
- How can you control social media?
- How can the 42 Rules for B2B Social Media Marketing book help you?
Tips from Michael Dresser from our Post-Interview Meeting
- Radio gets you a lot of free exposure.
- An interview is an acquired skill.
- You have to be deliberate and stay on purpose.
- Know how your audience processes information.
Michael on How to Be Heard and Remembered
- What am I selling? One thing: an answer. A solution to a problem.
- People want to hear the possibility of an answer for them in what you say.
- Give a call to action! Let them do something to solve their problem, e.g. buy your book. They need a reason to activate a purchase.
- Don’t lecture the audience. Involve them by letting them recognize familiar stories. Obama & Romney use this technique.
- Talk directly to the audience, through the host. The host is not your audience.
- What is my service about? You. Example: Beggar has sign “I am hungry, please help”. More effective: “What if YOU were hungry?”
- Influence & persuasion only work when people feel personally engaged. Has to be in your audience’s frame of reference.
Science behind use of words:
- Car – conjures up a different image for everybody in the audience. You want your audience to all see exactly what you describe!
- Predetermined reaction – actors who read a script create that. A recognizable, familiar circumstance.
- When you cry in a movie, a lot of the time you see YOU. Think about the last time you cried in a movie. Honestly!
- Magic of connection to your audience is intentionally triggering the recognition of what they are looking for, and then following it with the solution you have to offer. The story is very critical. Commercials have done this for years and years.
- Aha moment is when the buying response is triggered. Spontaneous reaction.
- Look at Obama: is wonderfully trained. Pauses create anticipation. Make pauses after statements before giving the solution…indicates something important is coming and gives time to absorb what was said.
- Combine stories with your talking points. Tie your message to a recognizable image; a familiar problem.
If you are interested in appearing on the Dresser After Dark show, please contact them via their website.
I’d like to also thank Suzy for her support and kindness in scheduling me for the show.