Lights, camera, action! Do you dream of promoting your business on Oprah or the Today show, but don't know where to start? Here's the inside scoop on harnessing the power of TV—so get ready for your close-up

Entrepreneur, Sept, 2004 by Eileen Figure Sandlin

* TREAT A PHONE CALL FROM A PRODUCER AS AN AUDITION. Susan Harrow, author of The Ultimate Guide to Getting Booked on Oprah, suggests preparing brief, concise talking points and rehearsing them well.

* GET MEDIA COACHING BEFORE YOU GO ON NATIONAL TV. "Being interviewed by Katie Couric is a lot different than giving a speech or making a sales pitch," says Steve Harrison, publisher of resource directory Bradley's Guide to the Top National TV Talk & Interview Shows.

* KEEP YOUR EYES FOCUSED ON THE HOST 100 PERCENT OF THE TIME. Says Harrow, "Audiences believe you're sincere and knowledgeable if you keep consistent, soft eye contact."

* GET YOUR TV MAKEUP DONE BEFORE YOU ARRIVE AT THE STUDIO. First, ask if professional makeup is available at the studio. If not, go to either a salon or a department store makeup counter to have your makeup done.

* KEEP THE IDEAS COMING. Doug Flynn of Flynn Zito Capital Management in Garden City, New York, sends his producer magazine articles related to his area of expertise and suggests how he can discuss them on CNNfn.

MAKE THE CUT

"Anyone can get free publicity if they know how to do it," says Steve Harrison, publisher of trade magazine Radio-TV Interview Report and resource directory Bradley's Guide to the Top National TV Talk & Interview Shows. And he should know--he has helped 12,000 people get airtime since 1986. Here are his tips for landing a spot on America's top-rated programs:

* TODAY: Pitch ideas that are tied into a current news trend or recent event.

* THE VIEW: Study the hosts' personalities, and pitch ideas that would appeal to a particular host.

* LIVE WITH REGIS AND KELLY: Pitch your ideas on Monday or Tuesday rather than later in the week, since all show decisions are made at the beginning of the week. "And you've got to be funny," Harrison says.

* THE TONIGHT SHOW WITH JAY LENO: You have to do something off-the-wan or wacky to land on this show. Having a celebrity spokesperson for your product or service also helps.

* LARRY KING LIVE: "It's difficult to get on this show if you're not a celebrity, unless you're very qualified to discuss something that's in the news," Harrison says.

* GOOD MORNING AMERICA: Do something visual, and use props. For example, the authors of a relationship book who talked on the air about common couples' arguments brought a "Gripe Bag" containing a remote control, a checkbook, car keys and other props.

* Finally, to get on THE OPRAH WINFREY SHOW, the "holy grail" of publicity, Susan Harrow, author of The Ultimate Guide to Getting Booked on Oprah, suggests offering to solve a problem for Oprah Winfrey and her audience. Also, don't pitch ideas during sweeps weeks or summer hiatus (they're too busy concocting ratings-boosting blockbuster shows), and don't suggest topics that involve sex, psychics or diets.

EILEEN FIGURE SANDLIN is an award-winning freelance writer and author who writes on a wide range of business topics