Have you ever poured your heart into something? Maybe it was a pitch, a proposal, a well-crafted email, and then when you felt it was just right, you hit send, felt proud, and then waited…
and waited…
and then…
waited some more, and still
nothing?
Zip.
Nada.
Zilch.
That’s exactly what happened to an author I met at a book conference recently. She showed me her brand-new book which she was extremely proud of. It was timely, had a clear message, and she certainly had the credentials. She was determined to get on podcasts, and so she set about doing exactly that. In fact, she sent out 37 pitches.
Thirty. Seven.
And you know what she heard back?
Crickets
Not one response. Not even a “Thanks but no thanks.
So when we met, this was the first thing she wanted to talk about. She was exasperated; understandably so. “Joanne,” she said, “I don’t get it. I’m doing the work. I’m putting myself out there… Why is no one saying yes?
So, I asked to see one of her pitches.
Now, let me say this. There is no question she is brilliant. The book is strong. She’s got a heart for helping people. But the pitch? It was all about her. Her story. Her credentials. Her process. Her chapters.
The one thing it didn’t include?
What the audience would get.
That’s a colossal missed opportunity.
Because here’s the thing: The media doesn’t book guests because they have a book. They don’t really care about that (I know that’s hard to take in but stay with me here). Your book gives you credibility, of course. It makes you the expert, yes, but they schedule guests because they can deliver something valuable to their audience. That’s it! You must put on your producer hat when you’re writing and sending your pitches. It can’t be all about you.
So we reworked her pitch.
First, we listened to the show we were targeting to be absolutely certain she was a fit. Then, we opened the pitch with a hook and made it audience-focused.
Then we gave three simple, clear ideas for an interview.
And two weeks later? Six podcast bookings. Yippee!
And one of them was a national show she’d been quietly dreaming about for years. Double yippee!
The moral of the story?
It’s not about working harder. It’s about understanding what makes a pitch land for each media person. And the good news is: You can learn that.
To your success!
Joanne
P.S. If this hit a little too close to home, you’ll want to join me on Tuesday, August 12, at 1:00 p.m. EDT/10:00 a.m. PDT for a free webinar through the Nonfiction Authors Association: Five Mistakes Authors Make (and What to Do Instead). We’re going to talk about what makes the difference between getting ghosted… and getting booked. Fun times! Join me and feel free to share with your author friends!!
#FiveMistakesAuthorsMake
#MediaDarling
#BookMarketing
#BookPublicity
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