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The following is an excerpt from the book Media Secrets: A Media Training Crash Course
A New Take on PLUGing
Traditionally, the plug is the product mention by the interviewer or interviewee. This can be your website, company, book, etc.
The old idea of plugging something meant to plug or force your product mention into the conversation—I have a new take. Let’s look at the word plug as an acronym. P.L.U.G. can now stand for:
PROPERLY LEVERAGE UR (YOUR) GIFT.
When you think about the idea of a gift, you are giving something of value. You can mention your website, but mention the benefit of going there. This way, plugging feels good and not overly self-promotional.
Another good plug is giving away a free item to the audience. This can be physical or electronic. Ideally, they have to go to your website and opt-in. You will not only make a great impression, but also make the outlet you are appearing on/in look good in the process—another win-win!
This P.L.U.G. should happen about three quarters of the way into the interview. It should not be “By the way, buy my book—here’s my website.” Using the media is a two-way street—not just a vehicle to promote yourself, your idea, or hawk your product! You must give value by providing interesting and important information during the conversation.
To do it right, you must create, in advance, an authentic P.L.U.G. that includes a call to action. The very best way to P.L.U.G. effectively is by offering something for free. Once you mention that there’s something free, you can also mention that they can buy your item there or at places where books are sold. You can also direct them to go to your website, which is yet another great opportunity for them to get to know what you are all about.
-Jess Todtfeld
President, Success In Media, Inc.
Author, Media Secrets: A Media Training Crash Course