Many financial ad- visors have found that doing guest spots on radio talk shows helps raise their profile in the community. Indeed, speaking on the radio is an effective way to reach a broad audience — but only if you use the correct techniques to get your message across.

Linda Knight, vice president and chief operating officer at Toronto-based BMO Mutual Funds, appears frequently on radio and television. She says being well prepared is the key to success on the air: “You need to know the audience, know what your interviewer wants to focus on and be really clear in the message you deliver.”

You also need to stay on topic. “Don’t go off on a tangent, which sometimes happens when you are having a conversation,” she says. “You need to be disciplined and work the conversation in a way that lets you get across your message.”

Laura Peck, vice president of McLoughlin Media, an Ottawa-based company that coaches government and corporate leaders in Canada and the U.S. to deal with the media, agrees. “Make your positioning statement early, say it often and deliver it with credibility so you will connect with your audience,” she says.

The positioning statement is the main point you want to get across; it should establish what you have to offer.

Then it is all about the voice. When you speak about money, establishing your credibility and trustworthiness is crucial. And this is especially challenging on radio, on which you have only your voice.

“Investment shows want guests with a folksy warmth to their voices, which will make them come across as trustworthy,” Peck says.

Up to 80% of communication is non-verbal, notes Rick Forchuk, director of sales and distribution at Empire Life Insurance Co. in Vancouver. “Because listeners can’t see the person who is speaking, it is important for guests on radio shows to be deliberate and speak slowly,” says Forchuk, who hosts an entertainment show on radio station CKNW in Vancouver.

Radio guests often make the mistake of speaking too quickly, he notes, and financial advisors are often the worst offenders. “Advisors are speaking about a subject dear to their hearts and that they know well, so they are inclined to run off at the mouth,” he says.

Here are some tips to help you become a successful on-air guest:

> Use “sound bites” — clear, memorable sentences, such as “A good portfolio mix is like a healthy, balanced lifestyle” — because interviews are sometimes edited.

> Use simple language so the listener will understand what you are saying, and avoid industry jargon.

> Never talk down to people, and avoid coming across as elitist.

> Jot down ideas and messages on a card and highlight what you want to say. Highlighted words give your voice depth and warmth, and make your words sound interesting.

> Imagine you are talking to someone you like and enjoy chatting with.

> Use a reassuring tone, which makes people feel secure.

> Rephrase a question before answering it if you are unsure about what has been asked. “Rephrasing the question ensures that you heard the question correctly and will give you a little time to think about the answer,” Forchuk says. “A common mistake advisors make is not answering the question they were asked, because they weren’t listening closely enough.”

> Avoid “hemming and hawing,” or using “you know.” “It’s a bad habit and it sounds terrible on radio,” Forchuk says.

> Before going on air, ask what questions you will be asked. That way you have a bit of time to prepare and to look up anything about which you are not sure.

> Don’t make your conversation sound scripted.

> Use a land line and not a cellphone if you are doing a telephone interview. You’ll want to have the clearest possible sound for radio, says Knight.

> Make your messages and anecdotes relate to your audience, Peck suggests: “The Wealthy Barber sold so well because a lot of people could relate to the book.”

Getting on the air may be a simple matter of asking. “Contact the radio station if there is something specific you want to get out there,” Knight says. If a talk show covers personal finance and you specialize in retirement planning, introduce yourself as an expert. “Let them know what you have, and that you can make it informative and interesting.”

@page_break@And make sure you’re available on short notice. “If you demonstrate you are available, they’ll start calling you,” she says. “Radio stations want to inform and entertain their audiences to keep them listening.” IE