Coverage that Converts
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5 Ways To Talk To Your Audience During An Interview
When you’re landing an interview, are you speaking to the journalist or to the audience?
Most entrepreneurs know you’re speaking to both, but they don’t realize you can only speak to them one at a time.
Here’s how that process works.
When you’re sending out the pitch, you have to speak to the gatekeeper which is the journalist, the podcaster, the blogger, or the influencer. Because they’ve built their audience, they own it. First, you need to prove that your story has value. This means that their number one priority is your priority.
In everything, there is a social structure and hierarchy. The media is no different. Journalists need to impress their senior producers. When they walk into the meeting, they must impress their editors. This means they can’t just bring up a salesy pitch. They’re not in the business to give you free ads. They thrive on their readership.
Get to the point. Break down your content down into bullet points, and make sure it’s doable. A person who rambles on is a journalist’s worst nightmare, so don’t be one of those people. Once you get the thumbs-up, you’re invited to the show, and this is a different ball field.
Why? As soon as the interview starts, you’re no longer talking to the journalist but to your ideal client.
1. Don’t beg the audience to buy your product.
Ask yourself, “What is the number one thing that you want to communicate to this audience?” Remember, they’re not there to listen to an ad. Even if you only have three minutes, they want to hear something of value.
Give insight about an important issue. Educate the audience about your perspective on things. This is how you ultimately gain their trust. Once they see you as the go-to-expert, they’re more likely to pay attention to your business.
2. Answer questions before the audience asks them.
Sometimes people don’t listen because they’re busy arguing in their heads. How does it actually work? Why do people need to do that? Why should anyone care? While explaining the topic, be a step ahead of your audience by sneaking in those answers. That way, you’ve already addressed most of the objections, and they’re more open to listening to you.
3. Before giving solutions, present the problem clearly.
Most of the time, people don’t know why they need something before someone else points it out to them. This is especially true if you’re offering products and services which are new and innovative.
Here’s an analogy. Doctors examine their patients and give a diagnosis before handing out a prescription. In the same way, your audience is suffering from pain points in their lives which they may not be aware of. You need to thoroughly explain to them what’s really going on and how you can help them fix it.
4. Always remember, show don’t tell.
Instead of explaining everything, demonstrate your expertise. If you can present a visual guide or give a sample, then you’ve already convinced most people. After all, seeing is believing. Even without props, you can still show your competence by subtle cues in your body language. If you appear confident, people are more likely to buy what you’re saying.
5. Remain calm at all times.
Intrigue sells, and sometimes this means controversial questions. Even though it feels like the interviewer is throwing you under the bus, it’s really about getting in-depth information. Whatever you do, don’t throw a fit. You might feel like you’re proving your point by attacking the host, but what you’re really doing is driving away your audience. Remember, it’s all about the audience. They’re more likely to treat you with respect if you keep your dignity intact.
For as long as you’re serving your audience, that is going to get you coverage that converts.