to confuse them with inappropriate questions. This is showbiz. Your best

bet is to go along with the antics, but stay focused on getting your mes-

sage out to the public. Promote your book, but try to have fun. You always

have the option of not answering a question or changing the topic during

an interview. Don’t get agitated or lash out at the interviewer.

-

 Coming across as too nervous, unprepared, offensive, or confronta-

tional: The best way to avoid this is to prepare and rehearse (see

“Anticipating and preparing for basic questions,” earlier in this chapter).

Take deep breaths and speak normally.

-

 Cutting off the interviewer in mid-sentence as she asks a question,

because you’re able to anticipate what’s about to be asked: You may

be asked the same questions over and over again. Even if you’ve heard

that same question a hundred times, it’s the first time that particular

interviewer has asked it and the first time that audience will be hearing

it. Allow the interviewer to finish, and then respond. Otherwise, you

come off as arrogant.

-

 Mumbling your responses to questions or not speaking with proper

grammar and in full sentences: Never respond to a question by nodding

your head or with a one-word answer. Responding “yes” or “no” to a

question isn’t adequate. Speak with authority and share the knowledge

you possess.

-

 Overly promoting your book, without providing the reader or listener

with information about the topic being discussed: While you want to

work in mentions of your book at least two or three times during an

interview (see the previous section), you also want to convey informa-

tion about the topic being discussed. Don’t keep replying, “You have to

read my book for the answer to that question.” You’re better off answer-

ing the interviewer’s question but adding a phrase like, “I go into a lot

more detail on that topic within my book.”

-

 Speaking too quickly when answering questions: Pace yourself and

breathe.

-

 Taking too long to respond to questions or babbling too much about

nothing: Make sure you make proper use of your sound bites as you

answer each and every question.

-

 Telling the interviewer that the question is stupid: Never insult the

interviewer or make him feel inferior. Even if a question is stupid, act

as if it’s a brilliant question and you’re excited to answer it. Remember,

you’re an expert on a topic. The interviewer may know nothing about

the topic, but he’s giving you a chance to promote yourself and your

book. Use this opportunity to your advantage.

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