Media types are busy people. Don’t waste their time hemming
and hawing and building up to what your pitch is about.
Your pitch must grab the journalist’s attention immediately and
it must offer her something she wants—the chance for a good story.
Be sure to use the right terms. Newspapers and magazines
have readers. TV and radio outlets have viewers or listeners, also
called an audience.
Let’s look at the right way and the wrong way to pitch. In this
example, let’s pretend you’re a CPA who has a new book about taxes
to promote.
YOU: “Hello, my name is John Smith. I’ve been an accountant for 20 years,
and I have a book to promote about taxes.”
JOURNALIST: “Go away. I have a big dog.”
Why is this wrong? First, unless you are already famous, I mean
Angelina Jolie or Brad Pitt famous, the media person on the other
end of the line doesn’t care what your name is. Don’t lead the con-
versation with it.
Next, nobody cares what you do for a living, same as your name.
Third, nobody cares that you have something to promote. Ev-
erybody who calls has something to promote. Media outlets are not
in the business of promoting books or products, unless you want to
buy advertising. They are in the business of informing and/or enter-
taining their audience. And selling advertising.
Finally, the subject is boring. Who wants to talk about taxes
unless they’re getting a refund?
Okay, so how do you pitch? Let’s try again.
THe RIGHT WAY TO PITCH
YOU: “Hello, I can tell your readers/audience how to slash their taxes by
25% in 15 minutes. The information is based on my new book, How to
Legally Cut Your Taxes.
JOURNALIST: “Will you be my new best friend? I want to make
you famous.”
Why is this the right way?
First, you started with the hook. You got the journalist’s attention.
Who doesn’t want to reduce their taxes?
Then, you backed up your statement by indicating that you
are an expert on the subject. You wrote a book. If the journalist is
interested, she will ask who you are, what makes you an expert, and
if you have a press release or media kit.
But what if you don’t have a book? You adapt your approach.
YOU: “I’m calling to tell your readers/audience how they can cut their
taxes by 25% in 15 minutes. I’m a CPA with 20 years experience. I have
literally saved my clients tens of millions of dollars—legally and simply.
JOURNALIST: “I want to have your children.”
In this example, you still led with a great hook. And you in-
dicated your expertise; you’re not some fruitcake with bizarre ideas
about taxes.
Of course, journalists won’t really say the above words, though
if you bore them, annoy them, or pester them, especially when they’re
on deadline, they may get a restraining order against your phone.
That’s why it’s critical to catch their attention immediately
and offer something of value to them.
It’s a good idea to practice pitching with your friends before you pick
up the phone. Remember the saying, “You only get one chance to
make a good first impression.” With journalists, you get about half
that much.
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