What Do Talk Shows and Internet Marketing Have In Common?

I know, many coaches are very much against watching TV, but "I" am very much for learning how to navigate the online world by watching the world of television.  As I was watching The Late Show with David Letterman one night, it occurred to me how his show is similar to the way we market ourselves online.  Did you ever notice how (in a very boiled down way of looking at it) talk shows are really just a marketing vehicle for actors, movie studios, politicians, and television networks?  Watch a few and notice the format.  They start with a little of their own material (which showcases the hosts talents, creating credibility and sharing a bit about who they are), the host sits down with an actor, politician or other person who has something to promote.  They ask questions that help the audience to get to know that person, then finish up with…um…yeah…you guessed it…a promotion for the latest, greatest project that guest is working on.  Usually including a photo, album cover, clip etc…  It's a show of commercials (with commercials thrown in).

Okay, my point is not to ruin talk shows for you.  My point is that people who watch these shows don't see the marketing going on.  It's NOT noticeable. It's most certainly there, but it isn't the focus.  People watch to see some candidness.  To get to know the guest in a different way, outside their movies, TV shows, campaign, tours etc… This way, when they are ready to decide whether they'll go see that guest in action, they already feel they know who that person is and what the "feature" is all about, so it's easy to determine whether or not to go.

So, by now you are wondering what any of this has to do with Internet Marketing.  Here's my take on it.  When it comes to internet marketing, people are getting wise and they see "advertising" in their inbox, on flashing website boxes etc… and they are ignoring it.  It's our job to do it talk show style.  Use internet marketing vehicles that allow your potential clients to get to know who you are first, BEFORE you give them the promo.  Follow the talk show format and find ways to do that.

There are many vehicles on the internet for this kind of format.  Here are a few ideas to help you get started.  Of course, if I miss something, or you want to share your thoughts, please comment on this post.

1)  Podcasting - This is actually a mirror of the television talk show format, only it's on the internet.  Podcasters want content for their shows.  If your service or products support the topic of their show, then a Podcaster would love to interview you.

If you ARE a podcaster, remember the talk show formula.  Ask questions that help your audience get to know your guest, before helping them promote their business.  This will give them a greater return AND keep your audience tuned in.

2)  Social Networking - I can't think of a better way for people to get to know you first, before they buy from you.  You can replicate the talk show style by having someone you know on the network ask you the questions.  Say you are a Life Coach on Twitter and one of your Twitter followers is a Massage Therapist.  The Massage Therapist might ask a question or two about your life (and how you lead by example) one day.  Then follow that up the next day with a question that is specific to your brand of Life Coaching, and answer the question of how you might help their clients.  Then you trade off and YOU ask the questions for a couple days.  Creating conversation like this gets people interested and they learn.  You could even just script the questions to do throughout one day and publicize it.  Let your followers know that if they follow both of you on that specific day, they'll get some great info.

You can also fly solo on this.  Just remember the formula.  Let your social networks get to you know YOU, as well as what you do.  Be yourself and when the opportunity to promote something shows up, take it.  Just remember that it's all about getting to know YOU first.

3)  Internet Radio - There are two main networks for internet radio where people are always looking for guests.  You can go to http://www.blogtalkradio.com or http://www.talkshoe.com, search for subjects that compliment your coaching topics and then see if the radio show owner is looking for interviewees.  Offer something special JUST for their audience and they'll be happy to promote you on their show…always starting with who you are first.

4)  Newsletters and blogs - I put these two in one category, because you can do the same thing on either or both.  Swap newsletter/blog interviews.  Agree to pick a topic with the list owner and then you can interview each other about that topic and share the answers with your list.  Of course, you'll start getting to know each other, then end promoting something special for their readers.

So, learn from the talk shows and take it to the internet.  You will find potential clients respond to this format and are going to be much more willing to trust you and move to purchase faster.

Kristen Beireis is the Marketing Implementation Expert for Group Mastery.  She works with elite life-changers who are so buried in marketing they are leaving hundreds of thousands of dollars on the table.  Kristen and her team free coaches up to earn those hundreds of thousands of dollars without breaking a sweat so they can focus on helping others make positive changes.