Do you realize that you may be a perfect candidate to appear on local television shows to talk about your products, and more importantly, that the impact it can make in terms of product sales and distribution is enormous?
Think about it. Television producers are looking for guests who will entertain and educate their audience. So if your products solve a common problem that faces the masses then TV could be a great promotional medium for you. The challenge is knowing how to pitch your segment idea to television producers in a way that they can see the direct benefit to their viewers. One of our clients told us:
“The cost benefit analysis of TV is a no brainer. Not only do you get the benefit of this quality exposure, but the amount of credibility you build is priceless!”
Being interviewed on a TV talk or news show delivers a fantastic boost to the “buzz” for your products or services! With TV, every person watching your interview will have a front row seat to your message. TV is a visual medium that allows you to graphically illustrate the value of your products in a way that makes your message easy for the audience to understand and remember. This is especially true if you are able to relate it to a current and hot news topic! And all while building trust and the almighty “likeability factor” by delivering an insightful expert commentary of the issue of the day and the solution your product or service provides. By appearing as a “expert,” the audience is more likely to connect with you and buy into the value of your products. What a great credibility-builder for your company!
In my experience, the most successful approach for getting booked on a TV interview is by developing “television-ready” segments for TV producers. For example, I had a client with a natural food product. The challenge was to create a segment that would instantly grab the attention of the television producers. With issues such as obesity, health care and food quality increasingly in the news, we arranged for a taste-testing event outside a major health food chain in the Portland area to debunk the popular notion that switching to healthy, natural foods won’t provide the taste and satisfaction of less-healthy alternatives. We got a local television station to come and film the event for a segment, which was very successful. Here is what our client told us happened after their segment aired:
“We’ve received hundreds of phone calls. Fred Meyer stores and Safeway got bombarded with calls as well! In fact, we had originally been scheduled to start shipping to Fred Meyer sometime in May, but they were so inundated with phone calls as a result of our television appearance they called to ask me what we had done to make their phones ring off the hook! Thanks to the media you booked for us, we’re shipping product to them next week, six weeks earlier than planned!”
The biggest challenge you have is to get noticed by TV producers. Keep in mind that you are not alone in this “battle for attention.” There are limited interview slots available, but numerous possible guests vying for the producers’ attention. You will stand out in the crowd by having a well-planned, “turn-key” segment to pitch.