There is a question running in the back of every producer’s, reporter’s, freelancer’s, editor’s, and podcast host’s mind when they receive a pitch from you.
Rarely is it spoken. Most of the time, it’s not. But it is always there.
And the question is…
Why you?
Why now?
Those two little questions sit quietly behind so many media decisions, and it is up to you to answer them almost immediately.
“Why you” means: Why are you the right person to talk about this?
“Why now” means: Why does this matter today?
I know authors and experts sometimes think the question is, “Is my book good?” Or, “Do I have strong credentials?” Or, “Is my message meaningful?”
And yes, all of these elements are important.
But you know how when you’re at Starbucks, the first answer to what you want is the size of the cup? Grande, venti, tall, and then the full order. In other words, there is a first thing they need before they can take in the rest.
With earned media, once you have the hook, you need to answer why you and why now.
A producer is trying to fill a segment, a reporter is shaping a story, and a freelancer is looking for an angle that will make an editor say yes. A podcast host is thinking about what will make listeners lean in instead of drift away while folding laundry, walking the dog, or making dinner.
They are not usually sitting there thinking, “I wonder who has a new book out this week?”
Now, there is an exception.
If the outlet is all about authors and books, then focusing more directly on the book may be the perfect approach.
And if the outlet is strictly topic-driven, the rules can be a little different too.
For example, if you have written a book about turtles and the outlet is called Turtle Life Today, then simply having a thoughtful, relevant book about turtles may be enough to get their attention. The topic alignment is already built in. Their audience has raised its hand and said, “Yes, we are here for turtles.”
But most media is not that narrow.
Most media folks are choosing from a flood of possible stories, guests, trends, opinions, experts, books, research, personal essays, and angles.
So your pitch must be relevant to them. And this really cannot be overstated.
It has to help them see where your message fits into the conversation already happening around their audience. This is not the time to be too broad.
For example, an author pitches a segment on stress. But everyone is stressed. The question is what kind of stress? Is it holiday stress? Workplace stress? Caregiver stress? Back-to-school stress? Burnout-before-vacation stress? The stress of trying to hold it all together when the world feels loud and your inbox is louder?
The timeliness gives the media a handle, and that is what helps explain the “why now.”
There needs to be some kind of doorway, like a seasonal hook, a holiday hook, a news hook, a trend, a cultural question, or a problem their audience is already feeling. That doorway is what helps the media see where your message fits and think, “Ah, this is exactly what our audience is wondering about.”
Your message and book might be good, and your expertise solid, but without answering the “why now,” it can sit there like a beautifully wrapped gift on the wrong doorstep.
They need to know why this is important now, and why you are the one to share it.
Media Darling Moment: Before you send your next pitch, be sure you answer these two questions: Why me? Why now?
Bottom Line
A good message tells people what you know. A timely angle shows them why it matters today, and that is often the difference between a pitch that sits there quietly and a pitch that gets a yes.
To your success,
Joanne
P.S. Now is the time!
#MediaDarling
#EarnedMedia
#BookMarketing
#BookPublicity
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