Anna Caig on how to sell your writing and perform well in the online interviews that have become the ‘new normal’

These days, authors are faced with ever more opportunities to connect with potential readers – from a traditional media interview to a guest slot on a podcast or video for your own website. And, while many writers are introverts through and through, there’s no getting away from the fact these opportunities often require you to have good interview skills, both in person and, increasingly, online. Since Covid-19 came along, particularly, digital interviews have become the new normal for many writers.

So, how can you make the most of these opportunities? How can you take limited time, in a situation that may feel daunting, and use it to entice readers?

What are your key messages?

The single most important thing you can do to perform well in interviews is to be clear on your key messages – this is the information about you and your writing you want the audience to know. ‘My book comes out on the first of October’ is a perfectly good key message. But you’d be surprised how many people forget to say the simplest of things when they’re under pressure, so it’s worth doing some preparation.

The best key messages for authors are specific reasons why your books stand out. What makes your writing different? They convey something of your unique personal brand to the audience. Many writers struggle with this to begin with. You don’t want to sound big-headed. But there’s nothing wrong with being proud of your books.

One way to put together a key message which says positive things about your writing without overtly blowing your own trumpet is to talk about what other readers have said to you. Another good technique is to describe what inspired you to write the book in the first place. Talking passionately about how fascinating you found the subject matter is an oblique way to convey that your book too is, of course, fascinating.

Many creative people see their work and the marketing of their work as two separate things, but my approach to personal branding for writers is all about authenticity: exploring what is at the heart of the writing process for you and using this to promote your books. If you imagine a Venn diagram where one circle is you in all your whole imperfect entirety, including elements of yourself you want to keep private, and the other circle is your creative output – your books – then the area in the middle is your personal brand: an author persona and version of yourself you are comfortable and happy sharing with the public.

"Audiences don’t want slick spokespeople. You’re aiming for a confident and relaxed demeanour, for authenticity and animation"

Try adding the suffix -esque to your name. We know what we mean by Tim Burton-esque or Banksy-esque, but what about you? Or imagine your ideal reader, someone who really gets your work and what you’re all about. How would they describe your work to a friend? These are good ways to start thinking about key messages that will enable you to differentiate yourself.

So, you have your key messages ready – and I’d recommend no more than three for most interviews. How do you make sure you’re able to convey them? It’s one thing to know what you should be saying, quite another to be able to say it.

Relax into it

A big part of effective technique is feeling relaxed and confident enough to control the interview. This does not mean being adversarial. You’re there to answer questions, of course, but you’re also there to steer the interview into the content you’re there to communicate. Don’t just answer a question and then stop. The best interviews become conversations, and you should take every opportunity to move the discussion onto your key messages.

One of the first things I reassure authors – or anyone else – in media training is that you don’t have to replicate how anyone else does it. Audiences don’t want slick spokespeople. You’re aiming for a confident and relaxed demeanour, for authenticity and animation. It doesn’t matter if you’re flawed – we all are. The best spokespeople allow their personality to shine through.

Whether you’re talking to a print journalist who will later quote you as part of a story, or being filmed or recorded for broadcast, the principles remain the same. And you’ll use the same skills and techniques again in creating your own content. Practise saying your key messages in a conversational way, with a friend or by yourself in front of the mirror. You may feel awkward to start with, but better awkward in a safe space than awkward in the interview.

Spend some time in advance finding out as much about your interview as you can. Who will be interviewing you and what is their style? What is the programme like and what content goes down well? Familiarising yourself with this will help you walk into that situation feeling confident.

I also advise spokespeople to listen to the news on the day of your interview. Your interviewer may ask you about something happening out there in the world and, while it’s fine to say you haven’t heard a particular story (and certainly much better than bluffing), it’s always nice if you can use something current as a jumping off point to move onto your messages.

"The best interviews become conversations, and you should take every opportunity to move the discussion onto your key messages"

It’s great for authors to use real and personal examples in interviews. But it’s important to be clear with yourself in advance what you’re happy to talk about and whether there’s any subject matter you don’t want to stray into. If your writing draws on experiences you’d rather keep private, then you don’t have to talk about them.

Authors are unlikely to be put on the spot with aggressively probing questions and it’s usually straightforward to answer with a question like this with more of a generalisation, or use a bridging phrase – I know a lot of people have experienced x but...; I think the events in the book resonate with people because... – and then move back onto your preferred subject matter. Bespoke media training can help if you’re worried about this issue.

Test the shot

And what about the online interview? We’ve all logged onto video calls in the last few weeks and despaired at the sight of our own shiny face and one too many chins in terrible lighting. The first thing to do is test the shot. Move around your home with your laptop or phone, whichever you’ll be using, and find the best combination of background and lighting. Ideally the camera should be level with your eyeline and slightly pointing down. Use a couple of big books to lift up your laptop if necessary. The most important thing with your visuals is that they are stable and in focus, and you’ll only know this by checking.

You should also test your audio. This is even more important than visuals, especially so when you are creating your own content. People will switch off because of poor quality audio more often than because of poor quality visuals, so check your voice is clear. If it’s not, try a different location. A smaller room can often work well, one with plenty of soft furnishings (to absorb reverberation) and as little background noise as possible.

You want a private space where you’re unlikely to be interrupted, but do stay calm if you are. People understand that everyone is juggling a lot at home at the moment, and it’s better to quickly give your child a banana or let the dog outside than get flustered. Calmly deal with any interruptions, and move on.

Get dressed as though you’re attending in person, at least on your top half. We’ve all given interviews in our slippers but, where visible, you should appear studio-ready. And look into the lens of your webcam as much as you can. We have a tendency to look at the image of the person interviewing us, but looking into the webcam gives the impression of eye-contact and is more engaging, especially when you’re saying something you hope will connect with readers.

The best advice I can give about being interviewed, to help authors feel more confident, is to think of the interview as another opportunity to tell your story.  With good preparation, and by demystifying the interviewing setting and situation, we can take it all back to this. And, after all, telling stories is what you do. You’ve got this.

Original article published in the Autumn 2020 issue of The Author

Watch with SoA @ Home

As part of the SoA’s four-month long spring/summer online events programme, Anna Caig delivered an online session on selling your writing in interviews with more tips and tricks. Watch for free here

And don't miss Anna Caig's session on Tuesday 8 December on creating a marketing strategy for online book promotion, part of the autumn/winter SoA @ Home Festival.

Anna Caig has worked in communications for 17 years, specialising in media relations, reputation management and strategic marketing campaigns. She now works with traditionally, indie and self-published writers, helping them build their brand. She tutors on the MA Journalism course at The University of Sheffield and writes crime and historical fiction. www.annacaigcomms.co.uk @AnnaCaig