One of the frequent questions I hear beyond how do you build platform that captures online media is, “Can you get me on national TV?”
Depending on the author, the book, the topic and the timeliness, the answer is “maybe.” No one can tell you, “absolutely yes” unless you’re either paying for it, e.g., advertising or they’re working to take your money without being concerned about delivery. There are too many variables at play to give such guarantees, but that doesn’t mean it isn’t possible.
If top tier media is a part of your wish list, then pay attention to this. Visuals are critical. They have always been important, but never more than today. What people don’t realize is that you, as the guest, need to provide the producer with the materials they can use to put an outstanding segment together. One of my mottos is, “Think like a producer.” So I’m going to give you an example of how to do that.
I may have told you about Vanessa Van Edwards before, and it’s worth doing it again. She is the author of the book Captivate, and has captured tons of media coverage. I am going to share with you a link to her segment on CBS This Morning in just a moment, but I want you to watch this with the eye of a producer.
Notice how often they use visuals and pay attention to what those visuals consist contain.
Do you notice any B-roll they use? (B roll is supplemental or alternative footage inter-cut with the main shot. In other words, the video that airs while you hear the host and guest speaking.)
What else are they doing to give the segment oomph? People don’t want to watch talking heads. They want to see the message through visuals and it’s up to you to provide them.
Here is the segment on CBS This Morning.
It’s very easy to get lost in the story being told and forget to keep watching as a detective and producer. If that’s the case, watch it again. Notice the following:
They opened with a good hook. Then they went to visuals that contained stats and pictures.
Notice as they’re sharing Vanessa’s bio, they are running a picture of her on the right side of the screen, and a video of her giving a presentation on the left side.
They show her book Captivate, but rather than just the cover, they have a whole set around it.
After she is welcomed to the show, she explains how she is a “recovering awkward person.” This is not a visual, but it is a great talking point. It captures interest.
Then there is a photo of her as a kid.
She introduces the idea of using “sparkers.”
How do you work a room? Notice the graphics.
Then a graphic on a real smile and a fake smile
Bottom line: The show puts the segment together, but you as the guest have to provide all the visuals, B roll, talking points of interest, etc. Include this as part of your pitch so that you demonstrate that you’re a pro and that you know what they need..
You also need to show that you have a platform, so share your numbers. Send a screenshot of a blog post or Facebook post that gets a lot of shares, or whatever you have that gives them an idea of your influence. Trust me. They’re interested. In fact, if they don’t see these things, they may not even respond to you.
Other tips for capturing media attention are covered in the Media Breakthrough Package. You can check it out here.
To your success!
Joanne