Today we are going to discuss radio interviews, and specifically what type of equipment (meaning, phone) to use to do the interview. This matters - a lot.

And yes, radio is important. Radio isn't dead, despite what you've probably heard. It can be a very valuable tool for growing your business.

The most important reason is simple: Radio is one of the only media that reaches people in their cars (podcasts are the other). You can't watch TV while driving. You can't scroll through social media. You can't - at least in most states - talk on the phone while driving.

And keep this in mind: 128 million people drive to and from work in their cars each day. This is a huge captive audience that you can tap into to help people and get more customers, clients and patients.

You definitely want to consider radio interviews in your town to grow your business. There is a lot that goes into a successful radio interview - the topic you pitch, your message and talking points, your relationship with the host and producer, your call to action. But for the purposes of this episode, let's talk about equipment.

The one thing I want you to remember is to never use a cell phone for the interview. Or only use it if there is absolutely no other option. Why do I say that?

Your audio quality through a cell phone is terrible. Remember, the host is most likely in a studio (unless they are on location somewhere). That studio has a professional microphone, sound insulation and more. He or she will sound great. You need to sound as good as possible too.

You want the listener focused on your message and what you're trying to explain to them or offer them. If they struggle to hear and understand you, your message won't land. You'll miss most of the benefits of doing the interview in the first place.

Plus, cell phone calls drop. All the time. The signal quality can be unpredictable.

So do everything you can to avoid doing a radio interview by cell phone.

I do a weekly radio interview on the largest sports talk radio station here in Charleston, the most listened to show in this area. If I ever have to do it away from home or my office, I email ahead of time or at least tell the producer when I call that I am on a cell phone. I apologize and explain I don't have a choice. If they know ahead of time, they might not like it, but they will give you some slack. And they will be prepared if the call goes in and out or drops. But I try to do that very, very rarely. Using a landline makes the host and producer happy, and you sound more professional.

Now occasionally, you will do an interview that will be pre-recorded to air sometime in the future. Maybe the interview will air late at night, and they don't want to bother you keeping you up that late. Maybe the interview will be cut into several segments that air at different times.

If it's going to be a recorded interview to be played on a show later, then there is no excuse to use a cell phone. Schedule a time when you can use a landline.

So, what exactly should you use for your radio interviews?

Traditional landline - by far the best option. If you have a phone directly connected into the phone jack, as opposed to a handheld wireless phone, that's even better. These give the clearest sound. I know that most of society has gotten rid of landlines in favor of cell phones. You can either invest in a dedicated phone (and maybe even a dedicated number if you will be doing a lot of interviews) or do them from your work phone at the office if that's an option.
If you don't have a traditional landline, get a Voice over IP line, preferably with very a high-speed, reliable internet connection. There are ways to call landlines with Skype. Or you can get a dedicated VOIP line through your internet ...