Getting in TV is one of the best ways of generating publicity that increases your brand awareness, your credibility as an expert, get more clients, and increases sales.
Yet, it is not easy if you don’t know how to craft a pitch that is tailored perfectly to meet the needs of the show.
Many business owners make the mistake of drafting the same pitch to various TV shows; however, that’s a no-no because no two TV shows are the same. Each pitch has to be tailored to match what the TV producers are looking for.
Furthermore, a TV pitch letter is very different from a press release. A press release generally announces news or a story that is newsworthy and it is specific toward a field. Press releases are generally sent to print publications such as magazines, newspapers, and online publications.
To draft a pitch that brings results, follow these steps:
1. When drafting your pitch, don’t make it salesy.
Make it informative and entertaining. Know the TV’s market. Tell the producers how you are going to be able to help their audience. Don’t bore them with how great you are. Watch a couple segments to see what type of topics are covered. Are they looking for health experts? Are they interested in interviewing financial professionals? Does the show only book celebrities?
2. Do research and find out the correct contact person.
Log onto the show’s website to see if they suggest any tips for how you can get on the show. Some shows urge you to contact to a producer while others use booking agents. Make sure you get the correct spelling of the producer’s name too.
3. Keep your pitch informative and entertaining.
Don’t oversell yourself and your brand. Keep it personal and friendly. Deliver your message clearly and concisely. Keep it to the point.
3. In order to get booked on TV, you need to have the right marketing materials.
You need to stand out from the rest of the crowd. Tell the TV producers why they should book you for a segment over someone else. Make yourself valuable.
4. When drafting a pitch, you must have an interesting hook or angle.
You have to capture the producers’ attention with whatever you are trying to sell. Consider why people should listen to you over someone else. What can you offer that someone else can’t offer?
5. Tie your pitch into something that is current from the news.
6. Keep each pitch to one page.
If you are the President of a financial company and you are interested getting on Bloomberg TV, CNBC, or CNN, your pitch should include a description of your company’s growth strategy and financial performance over the last twelve months as well as your strategy for economic survival in 2009. If you are the owner of a women’s clothing line or the Editor in Chief of a woman’s fashion publication and you are interested in getting on The Early Show to discuss spring and summer fashion trends, tailor your pitch to meet the news of that specific audience – (educated, sophisticated, female oriented).
7. Media etiquette is just as important as the pitch.
You should feel comfortable talking with an interviewer in front of the camera. You have to be able to deliver your lines concisely with a flare of your personality.
National TV exposure can bring in huge sales and increase your creditability three-fold.
Essentially, drafting a TV pitch is similar to an audition, the more things you have in place, the more likely the producer will say yes to book you on the show. When you get on TV, most people will view you as an expert, or better a celebrity.
If you need assistance drafting your TV pitch, send an email to firstname.lastname@example.org.
About the Author:
Kristin Marquet is the President of Marquet Communications, a full service public relations and branding firm for the fashion and beauty industries. For more information, contact Kristin at http://www.marquet-communications.com. Read her feature story in WomenHomeBusiness.com entitled “Kristin Marquet: Success in the Public Relations Business”