Be a problem solver, not a seller

When you're crafting a pitch to a media outlet, it's easy to start comparing yourself to everyone else in your space. I get multiple pitches a week that open with "unlike other businesses, I..."

Here's the thing. The second you have someone's attention, keep it. Don't redirect it to other businesses. The moment you start talking about who you're not, you've stopped talking about what you actually bring to that audience, also if you’re talking to me now I’m distracted….. ok I’m back…

Your pitch needs to speak directly to that outlet's audience, about the problem you're solving for them. Not the competition you're better than.

If you just want to pitch and sell, buy airtime and make an infomercial. No really, no shade, that's a real option, and it works for plenty of brands! But if you're trying to connect with a community through local channels like TV news, that's a different game entirely.

You need to come at it from a problem-solving or educational angle. Ask yourself: am I giving them entertainment, education, or an answer to something they're actually dealing with? Or am I just using airtime to sell them on me?

The outlets that keep booking you aren't the ones who heard the best comparison. They're the ones who heard you solve something for their audience.

So, go enrich this pitch with something you’re solving for others.