Working Solo Minute: Podcasting for Credibility, Exposure and Profits

This week we complete our month-long series on "Working Effectively with the Media" with a focus on podcasting with one of the masters of the medium, David Lawrence.

In addition to The David Lawrence Show, his nightly live 3-hour radio show, David offers a free nightly 11-minute Personal Netcast podcast with approximately 45,000 subscribers. (And if you've ever been one of the millions on hold to AOL tech support, yes, that was David's voice asking you to be patient -- just one of his many jobs as a voice talent.) I've known David for nearly 20 years, and he continues to amaze me with his creative take on things. So it was particularly enjoyable to hear his advice for soloists on making the most of a podcast appearance.

David graciously recorded our telephone conversation earlier this month, and it seemed silly to share information about podcasting only in print. So while I've included a few highlights here, I invite you check out a page of Podcasting Tips that I've created on the Working Solo site featuring short audio clips of David's wisdom.

1. To maximize the benefits of exposure, prepare.
"Most people want to combine an appearance with a light touch of marketing," David says. To maximize your presence, he suggests asking yourself "What can I do to work my services into this interview?" Listen to past episodes to gain a better understanding of the host's style, viewpoints, audience, and the reasons they do their show.

2. Podcasts have longevity.
Radio broadcasts are fairly fleeting, but podcasts can be accessed for a long time after they take place. Keep this in mind during your interview, and avoid specific time-related comments if they will confuse later listeners. David also warns, "Don't treat podcasting as the poor stepchild of controversial outlets, and [think] you can say whatever you want and no one will ever hear it." Podcasts live on -- as do your spoken words.

3. Milquetoast is death.
Don't be afraid to state your opinions and be provocative, David advises. Hosts are looking for lively interaction, not timid or shy guests who offer bland answers.

4. Frequency is more important than one big hit.
Whether you're a podcast guest or host of your own show, it's better to have multiple, shorter appearances than a single long one. "It's about building recognition in the listener's mind," David says. "That takes time."

5. Think long-term.
"Own the interview the way you would walk into a business meeting and want to create a long-term relationship," David suggests. "When you make that connection you never know what benefits you'll reap."

On the Podcasting Tips Web site page, you'll hear David's thoughts about the biggest difference between radio and podcasts, tips on how to handle tough questions and awkward interviews, advice on how to frame your message points around benefits, and more. Enjoy these words of wisdom from an audio master!

-- Terri Lonier
Founder, WorkingSolo.com