3Map it Out Is the story you are pitching easy to under- stand and follow? Throwing a
topic out to the media and hoping
they’ll flesh it out is not a recipe for success. On the contrary, if you can lay out
(further down in your press information) exactly what you can say, as well
as exactly what the story could look
like, you will become someone they
want to work with. You’ll be making
their job easier. Once it’s booked, you
should offer to provide supporting evidence. Do they need photos? Do they
need statistics? The better you make
them look, the more likely they will
want to work with you in the future.
4Sell It Are you in sales? If you are trying to “sell” the media on your idea, then
you’re in sales. Use the two techniques
that marketers use in their copy: emotions and benefits.
Use words that are filled with emotion. The following three headlines
strike people on an emotional level.
Can you do this with your topic?
•Finding Love at Work
•What Is in Your Medicine Cabinet
Could Kill You!
•Most People Miss Out on the
No. 1 Tax Tip to Increase Their
Income by 25 Percent
Benefits also are important when
selling your story. Taking the last headline about saving money on your taxes,
the benefits on your press materials
could look like this:
•This One Little Change Can Help
Your Audience (or readers) Increase
Income by 25 Percent
•Keep Much More of What You Earn
•Get Paid to Go to School
•Take Tax-Free Vacations!
5engage Your Media Contact Did you notice how the pitch headlines in No. 4
made you want to ask “How?” You
must engage the media person every
step of the way. You want him or her to
be asking more questions at the release
stage, and you want to be building a
relationship long after the booking.
6“No” Is Not a “No.” Is a “no” a dead end? Absolutely not. A “no” means that you got them
to react or respond to you. It means they
know you’re alive. It also gives you a
sense of where you stand with this story
for that particular media outlet. This is
all valuable information. It doesn’t end
there. Now that you have received a response, you can reply and keep the conversation going. You can write a short
reply with another short question: “No
problem. Would this other angle work
for you?” or “No problem. Any suggestion for a different show or person that I
should be talking to?”
7Headlines A newspaper would be boring without headlines. Now take a look
at your pitch. Does it have a headline?
Would you read the story that comes
after it? Look through newspapers or
magazines and notice how they get
their headlines to be tighter and tighter.
Notice how they weave in emotion.
Notice how they can compel you to
read the story. That’s what you need
to learn and practice to execute perfect
When pitching the media—just like
running your speaking business—don’t
be like everyone else. You have to stand
out from the crowds of mediocrity if
you want your information, book, personal story, idea, etc., to get the right
attention. With these tried-and-true
techniques, you’ll be on your way to
successful media pitching and bookings.
Jess Todtfeld helps people
attract and leverage media
attention. His experience
as a national TV producer
at ABC, NBC and FOX
lead to his current role as a media trainer
and consultant. Visit www.SuccessInMedia.com
or www.Jess Todtfeld.com.
Congratulations! you booked the
interview. now what? refer to this
checklist to look, sound and feel
7-minute messaging. take
seven minutes to write out your
responses to interview questions.
Practice on video. this can be
painful, but you will find out what
works and what doesn't. as you
practice, focus on the positive and
omit the negative.
Make the big mistakes at
home. don't wait until interview day
to figure out what you are going to say.
Style pieces. For TV: Sit with your
torso 15 degrees forward. you will
look thinner because your stomach is
farther from the camera. For radio,
print and TV: Speak with more energy
than usual. Sound passionate about
PLUG away (Properly
Leverage Ur Gift). drive people
to your website and give them something free in exchange for their email
address. this is how you get them
there and convert interviews into a
mailing list, leads and sales.
want more pre-interview strategies?
get them free from media trainer
Jess todtfeld. Visit www.media