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Almost all forms of publicity benefit a book's sales and increase its visibility, but TV and radio interviews hold a unique significance. These platforms tend to engage audiences more deeply, influencing their perceptions effectively. It's why book marketing services pros typically include efforts to secure appearances on TV and radio as part of a broader campaign. Additionally, podcasts are becoming increasingly relevant, operating similarly to radio interviews but offering a more informal discussion style, as they don't have to adhere to traditional broadcast standards – listeners love them. 

Several practical guidelines can be followed, leading to higher book sales to enhance your chances of success in these interviews. Many interviews, especially for radio and podcasts, are done via phone, so using a landline is recommended to avoid the disruptions that can come with mobile signals. During any interview, it's best to limit mentions of your book; let the host introduce it at the start or conclude the discussion with it. If you're on TV or being filmed, maintain eye contact with the interviewer instead of staring directly into the camera to make the conversation appear natural.

The most effective interviewees come across as relaxed and engaging, but preparing concise opening and closing statements is still beneficial. You don't have to memorize these, but having key points in mind will help you sound more knowledgeable and prepared. Audiences tend to appreciate authors who are both helpful and informed. If you're new to interviews, consider recording yourself while answering sample questions to gauge the length of your responses, as overly long answers can be challenging for listeners to follow. You need to make your point in a way the audience quickly understands and remembers.

When interviewing via radio or podcasts, maintain good posture and smile to enhance your vocal delivery. Authors who excel in interviews typically allow the host to steer the conversation. It's crucial to convey your main messages without being overly forceful, as this maintains a pleasant dynamic with the host and makes you more relatable to the audience. If audience members ask questions, acknowledge their contributions and make them feel appreciated. If there's a question you can't answer, don't hesitate to admit it. Being honest and realistic in your responses will reinforce your credibility.