I was recently asked to do a webinar on the 5 Biggest Media Mistakes Authors Make (and what to do instead) for the Nonfiction Authors Association. Last week, I wrote about Mistake #1, which is here in case you missed it. Today, let’s focus on Mistake #2: Making it all about you.
Not long ago, an author proudly sent me a pitch they had written. The first paragraph went something like this:
“Hi David,
I’d love to be a guest on your morning talk show. I have a Ph.D., three decades of experience, I’ve written four books with my latest one coming out next week. I’ve been published in many peer-reviewed-journals and have spoken on stages all across the U.S. and Canada. I’ve run marathons, built a business from scratch, raised four kids, and yes, even have a golden retriever…”
Impressive? Sure, but here’s the problem: the entire opening was about him. Not a word about the audience. Not a whisper about the message. Nothing about the problem it solves, or why it matters right now. The result? The pitch never got past the first glance.
Here’s the thing: your book isn’t about you.
I know that might take a moment to sink in. Writing and publishing a book is a huge undertaking, and you’ve spent years studying, training, and building your expertise. All of this matters and it is a big deal.
But…
We have to put that aside when we are going after earned media. Why? Because media isn’t about you. It’s about them and their audience. As much as it feels like it’s about you, it’s actually about your message and what it does for readers, viewers, and listeners. Who you are and what you’ve done are important, but that’s credibility. It’s not the hook. You don’t want to lead with it. Media professionals and their audiences want to know: What is it? Why should I care? Why now? And finally, why you? (That’s where your resume belongs. Later in the process.)
When you lead with your message, you create intrigue. You let them know that this isn’t just another “look at me” pitch, but you have good information for others, you’re a resource, you have insight, and you have a breakthrough worth sharing. That’s what gets the media to say yes.
Bottom line
Make it about you and the story ends. Make it about your message and the story begins, which is what we all want. Remember that moving forward because it can make all the difference.
To your success!
Joanne
P.S. Media folks aren’t humming Carly Simon’s, “You’re So Vain” while reading your pitch, but if the whole first paragraph is all about you, they might.
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