LIGHTS CAMERA EXPERT 5 THINGSyou should never say to a TV producer {and what to say instead}

BY PAULA RIZZO & TERRI TRESPICIO The Power of Television You know that expert you see on TV all the time who does basically what you do?

The one you’re secretly envious of and think, “What does she have that I don’t?”

You watch her and think maybe you don’t “know enough” or you’re “not ready” to talk about your specialty on TV like that person.

You think, by comparison, that expert must have: A special skill. A brother-in-law at NBC. A pact with the devil.

Wrong, wrong, and wrong. (Well, ok, maybe she does have a brother-in-law there, but that’s besides the point.)

Know this: The thing you’re super jazzed to talk about with anyone who asks? That thing, that expertise, that problem you love solving? There’s no reason you can’t be on TV talking about it, too.

Here’s the secret: That expert you see on TV regularly has broken the media code, crafted the perfect pitch and is now crushing it on air as a result.

Don’t worry—you can do that too!

You really can!

It’s OK if you don’t know the first step or feel like you don’t know what to do.

The secret doesn’t just work for TV, but also for being highlighted in magazines, podcasts, web shows, online magazines, newspapers, etc.

We know what you’re wondering, though. Can you meet the approval of the media? Give them what they want? What do they want, anyway? Yes and yes.

Fact is, no one can like, trust, or buy from you if they haven’t heard of you before. But even if a producer never has, you can make an impression and dramatically improve your chances of landing coveted media spots.

help is here. Everyone wants to know the secret of getting on the air. Everyone.

Terri and Paula on a NYC bus with a curious commuter. 2 5 THINGS you should never say to a tv producer {and what to say instead} Today we’re going to zero in on TV.

That’s where we’ve spent a lot of time ourselves. Both behind and in front of the camera.

Paula and Terri didn’t meet in school. We never worked in the same office, or shared an apartment.

But we have put each other to the professional test—and passed with flying colors, every time.

That’s because we have been each other’s media gatekeepers.

First, when Terri was one of Paula’s expert contributors at Fox News Health—and later, the roles were reversed and Paula pitched a story idea to Terri, then a senior editor at ’s magazine.

As a senior editor, Terri often did TV segments to demonstrate this or that healthy living tip.

And one of those many dozens of times, Paula was her producer. b-roll: Additional video used We can’t remember the first segment we did together but we’re assuming it had some- to tell a story in thing to do with kale or green tea or both. television. In this case the video of At one point, Paula shot some B-roll of Terri strutting the halls of Fox News, trying to Terri walking down look all profesh. This was Terri’s first-ever B-roll shoot in her life. the hallway was used with a voiceover It was a milestone. introducing who she was.

Paula booked Terri several more times for 3 reasons: 1. 2. 3.

Terri delivered on air. Terri made Paula’s life Paula’s anchor enjoyed easy. segments with Terri. Before each segment Paula and Terri would After that first segment, This can make or break discuss the vision for the we kept in touch and an expert sometimes. You piece. Terri would deliver Terri pitched more stories need to be charming, fun, every time. Even if the that worked for Paula’s and informative. And yes, anchor asked questions audience. She sent ideas that anchor has to like that weren’t discussed that were different and you, too. Your first few before or were off topic, counterintuitive and easy segments are almost like Terri rolled with the to book. dating. No matter how punches. She showed up good you are on TV, if an on time, prepared and Think: Bacon is the anchor doesn’t love you checked off all the boxes new superfood as — you won’t get booked on Paula’s checklist. opposed to another again. They usually have segment on 5 ways a lot of say on who walks to lose belly fat. When on the set more than pitching a segment once. with props, Terri brought everything, helped set it up and Paula didn’t have to worry about a thing.

3 5 THINGS you should never say to a tv producer {and what to say instead} Years later, the tables turned when Paula pitched Terri an article on list making for a life- style section of her magazine, Whole Living.

It was based on Paula’s new blog, ListProducer.com. Terri was impressed with what she was building in addition to her regular job. That blog would later become Paula’s book Listful Thinking: Using Lists to be More Productive, Highly Successful and Less Stressed.

Paula had never been featured in a magazine before.

It was a milestone. Here’s why Terri loved working with Paula:

3. 1. 2. Paula did her homework. Paula delivered on her Paula cultivated the pitch. relationship. She knew the section Terri edited, and only pitched She nailed the voice, She could have let it elements that worked— provided clear, succinct end once the piece was and pitched in July for the copy, and was incredibly published, but she didn’t. December holiday edition responsive with revisions. Paula stayed in touch when lists, her expertise, Terri would get feedback and sent relevant articles would be most needed. within minutes — even if Terri’s way, and stayed She put herself in Terri’s it was just, “Got it, will get on her radar. Then we position and knew that back to you by the end of met up for lunch—some- she worked months in the day.” thing Terri wouldn’t have advance. done if she felt Paula was angling for something.

Paula learned more about Terri and her interests outside of her job. Days after Terri left the magazine (got laid off, cough cough), Paula invited her to a networking event.

And the rest, as they say, is history. We’ve been friends and collaborators ever since.

We share a fascination with all things media and entrepreneurship, and see so clearly where experts miss the mark—both in pitching their ideas and delivering them.

And we’re thrilled to teach experts, visionaries, and aspiring media contributors of every stripe how to stick the landing on their pitches, segments, and more.

4 5 THINGS you should never say to a tv producer {and what to say instead} How do I get on TV? This is the question that Paula and Terri have been asked literally hundreds of times.

The number of pitches Paula has received as a producer for the past 15 years would as- tonish you. And the number of bad ones is equally mind numbing.

So how do you do it?

The bad news is there isn’t one “right” way. The good news is there isn’t one “right” way.

But there are lots of wrong ways, pitfalls, and dead ends we can help you avoid, as well as dead horses that we can keep you from beating.

Social media, blogs, podcasts and other forms of DIY media are radically and dramatically changing the media landscape. That’s for sure.

But the fact is, being on TV still means something, and it still builds your media cred—big time!

With longer news cycles and more channels than ever, TV producers are just as busy as ever booking guests.

The other digital media platforms don’t “replace” the need for great on-air talent—they give you more places to showcase yours!

Being tapped by a producer means you are a recognized expert in your field. People care about your opinions and what you say matters. The media says so.

SO HOW do they do it?

How do you actually break in and become the go-to expert that the media wants to hear from?

One surefire way is to woo a producer.

They are the keys to your media career. The hosts are not (usually) finding their own guests and making those decisions.

By the time you get within ten yards of a host, you’ve had to pass muster with the producer at least once or maybe several times.

There are dos and don’ts when it comes to approaching producers (and it applies to magazine editors as well).

5 5 THINGS you should never say to a tv producer {and what to say instead} Pitching yourself and your story ideas can be tricky if you don’t know where to start—and it’s even trickier if you haven’t been trained to deliver on those pitches.

There’s a whole piece of this puzzle that must be in place long before a producer or editor clicks on your email. And if you skip that critical step, you risk going in unpre- pared—and not getting asked back.

After all, anyone can get lucky once—but a one-off hit doesn’t yield a fraction of the ben- efits that being a reliable, go-to source does.

HOW DO YOU STAND OUT?

How do you become the person

that everyone wants to hear from?

There are techniques that will up your chances of getting picked out of the thousands of emails producers get everyday.

Because believe us—there are some experts we would rather not hear from again. But those are the ones who tend to keep knocking on our door over and over and over.

Yes—part of it is knowing what to say to get a producer to like you and eventually book you. But there’s more to it than that. It’s also about knowing what NOT to say.

Producers and editors are interesting creatures.

Because we work under such tight deadlines and in short time constraints we are master time managers and essentialists.

We have to say no. To most things.

That’s our job: To filter, curate, and select.

Their inboxes and voicemails and snail mail spilleth over with requests that scream “Me! Pick me!”

And so it’s not that we’re mean or don’t care. We literally have to limit the influx to stay sane and to produce.

We must choose.

That means we have rules that we live by to make our workflow quick and easy.

For instance, if we see certain phrases in an email pitch, we tune right out and move onto the next one.

You don’t want this to happen when we’re reading one of your pitches.

While we can’t (and no one can) guarantee what will get you booked, we know what won’t.

6 5 THINGS you should never say to a tv producer {and what to say instead} 5 THINGSyou should never say to a TV producer {and what to say instead}

1. DON’T SAY: “What are you working on that I can help with?” This seems like a nice and harmless question, right? It seems to come from a place of curiosity and service. But it drives producers nuts.

That’s because making us take time to explain our work to you doubles our workload. You’re making the producer stop what she’s doing and try to figure out how to use you. Please don’t make us do this.

We get thousands of emails per day and have to be selective about which ones we answer and pursue. Open-ended questions that require too much thought result in either getting ignored or deleted.

WHAT TO SAY INSTEAD: “I’m a nutritionist specializing in helping new moms get their pre-baby bodies back. I’ve been incorporating different spices into their menus and my clients are fitting into their old jeans within two months of giving birth. Is there a way I can contribute to any relevant upcoming segments involving moms and weight?”

WHY: Specificity wins out every time.

This shows us who you are, what you do and your unique spin.

It doesn’t leave it up to us to try and fit you into our segment. Instead, it will get our wheels turning.

A producer might think, “I’m doing a segment on unique ways to get in shape. Perhaps incorporating spices could be a good addition.”

In other words, feed the fire; don’t ask us to start rubbing sticks together on your account.

7 5 THINGS you should never say to a tv producer {and what to say instead} THINGS 5 you should never say to a TV producer {and what to say instead}

2. DON’T SAY: “I can speak to everything about law!” There is nothing worse than talking to someone who claims to know EVERYTHING about anything.

It doesn’t serve you in the way you think it might.

We know, we know—you want to cover your bases, to be the go-to. But in fact, being a generalist isn’t a great way in.

At worst, it reeks of desperation, a need to be jack of all trades so that we can’t turn you down.

At best, it renders you (and your pitch) more forgettable, and in some ways, less urgent, because you’re not a specific fit.

Producers are always looking for experts, true, but they don’t want someone who can speak to everything. Best to showcase a few things you’re really great at, and let US find ways to use you more.

Don’t make that your job.

As Paula says, if you can speak to every single topic under the sun, you will be remem- bered for none of them!

WHAT TO SAY INSTEAD: “My training is in law and I can talk specifically about elder care, estate planning and trust funds. These topics are particu- larly important during life transitions—so marriage, divorces, illnesses and death. I seem to get an uptick in business when celebrities are hospitalized or fall ill. That’s when people tend to start paying attention to the fact that they could lose all their possessions if they don’t plan ahead.”

WHY: Now we know what to do with you!

This is not the sexiest topic ever (and it doesn’t have to be!) but the fact that you made it relatable will help the producer remember you. One of the biggest questions that a producer has to answer with every single segment is “why should we care?” This helps to answer that.

8 5 THINGS you should never say to a tv producer {and what to say instead} THINGS 5 you should never say to a TV producer {and what to say instead} 3. DON’T SAY: “I’d love to do a recurring segment!” This used to drive Terri crazy when she worked at a magazine, because people wrote to her all the time saying they wanted a column before ever submitting a word.

“Oh do you now?” she’d laugh to herself. “And I’d like a bigger apartment.”

Why? Because. It’s a no duh. Of course you would! So would everyone!

These words, especially for an untested expert (someone whom that producer has not booked), are enough to make a producer’s eyes roll so far back into her head she can see her own spine. (It’s a great parlor trick—ask Paula to do it next time you see her!)

Magazines talk about pages in terms of “real estate,” which is fitting because it’s a finite amount, curated carefully and guarded jealously. Asking for a column first is like asking to move in with someone before the first date.

Um, no.

Pages are to magazine editors what time is to a producer: She’s only got so much time to squeeze in a lot of content. And all of it has to count.

So you can rest assured that the people who do regular TV segments didn’t get them by asking for it out of the gate. They earned it—by showing up and delivering, over and over again.

And while you certainly don’t mean to imply this, what you’re also saying is that you know better than the producer, who’s probably been doing this a while. Assuming you know when you should be on, better than she does, will drive a producer nuts.

The good news is producers are always in search of the next great on-air expert, and waiting, hoping for some untapped talent they can claim as their own.

So work with producers, not against them. Prove your worth and the rest will take care of itself. Trust us.

WHAT TO SAY INSTEAD: “I’m a sleep specialist and I answer a lot of the same questions from my patients, which I think your viewers would be interested in including: what foods to eat to get a better night’s rest, how companies are making sleep a priority for their employees, best gadgets and apps to get some Z’s, debunking myths about sleep, how to makeover your bedroom for optimal sleep, etc.”

WHY: What this potent little nugget does is allow the expert to intro herself clearly, in the context of her ideas, showcase a specialty by highlighting a recurring patient issue, and plant the seeds for future segment ideas.

9 5 THINGS you should never say to a tv producer {and what to say instead} THINGS 5 you should never say to a TV producer {and what to say instead} micro pitching: Embedding brief suggestions for other This is what Terri calls micro pitching, and notice it took you less than 30 topics and future seconds to read. segments that demonstrate both It gets a lot done in a little time; it’s like you presented the instrument your mastery of a and struck a few chords, so that the producer can hear a little of how topic and its rele- you play, without having to sit through a whole concert. vance to your brand.

4. DON’T SAY: “Is not having any video clips a deal breaker?”

Yes. 95 percent of the time it is. And asking if it’s a deal breaker just made it a 97 percent deal breaker.

Think about it.

That’s like saying to an editor of a publication you’d like to write for, “Is it a deal breaker if I’ve never written a word ever before? And have nothing to show you on which to base your decision?“

Why yes, that it is a big problem. How can I do my job if you don’t do yours?

If you want to be on TV, your job is to, well, speak on camera, even if your clip has never seen the light of day, and you filmed it in your spare bedroom rather than a network studio.

TV producers need to see you in action—and it doesn’t mean you need to have a reel of your appearances from the Today show. Not everyone has high profile media to show- case, and that’s okay.

But in this day and age, when it’s so easy to show you talking about what you know best, it’s a must to include it.

It’s just the way the business works—if you don’t look good and sound good, you don’t get booked. It’s simple.

Consider this, too: A producer puts her neck on the line with each and every expert she books. The success of her segment depends on her experts nailing it.

In other words: She wants you to do well. She wants you to kill it! Why? That segment is a direct reflection of her work, and affects the way others view it and her. Part of her job is to find and cultivate talent on air, and every last one of them wants to be the one to find the next Dr. Oz or Rachael Ray.

10 5 THINGS you should never say to a tv producer {and what to say instead} THINGS 5 you should never say to a TV producer {and what to say instead}

WHAT TO SAY INSTEAD: “While I haven’t done any television media yet, I’m very comfortable talking in front of a camera. Here are a few clips from my YouTube channel where I’m explaining the health benefits of cactus water.”

WHY: If you don’t have an actual media clip to share, shoot something with your webcam so the producer can see and hear you. Do your best with lighting and makeup.

Even if it’s a YouTube video of you talking straight to camera or someone interviewing you off camera, it will be helpful.

And note this: It is not helpful to send a producer videos of you interviewing someone else. We don’t need to see you playing host. We need to see you in the role that you are pitching us—as the expert.

5. DON’T SAY: What did you think of my pitch?

Oh my god. Don’t get us started.

Again—seems harmless, right? You’re initiating a conversation, asking for feedback. But while, yes, she understands your desire to follow up, this is a fast way to frustrate and annoy a producer.

Why?

Because if she liked it, you would have heard from her. Either she didn’t like it, or she can’t use it, or can’t use it right now.

By the way, radio silence from a producer does not mean she “hated it,” either.

Unlike Paula, Miss Zero Inbox Lady, most producers are overwhelmed and frazzled and trying to nail today’s segments and haven’t looked at tomorrow’s.

So when you ask, “What did you think of this pitch,” you’re again making us do the work, extra work, of reporting on what we thought. You’re also implying that the producer is accountable to you—which would mean she’s also accountable to every person who has ever pitched, and she is not.

If you want to be a go-to expert, creating work for a producer is not the way to do it. There’s a better way to make follow up easy and make booking you a no-brainer.

11 5 THINGS you should never say to a tv producer {and what to say instead} THINGS 5 you should never say to a TV producer {and what to say instead}

WHAT TO SAY INSTEAD: “I’m very aware that you get tons of emails every single day and might have missed this one. I wanted to pop it back up to the top of the pile and hopefully catch your eye. As a quick reminder– I’m a GI doc and I’m using a new diagnostic tool in my office that is helping patients knockout acid reflux sooner than ever before. Here’s a clip of me on ABC talking about it. Full details below. Looking forward to hearing your thoughts!”

WHY: It’s mindful and respectful and does what you want: Gets you to the top of her inbox, reminds her of who you are and what you do, and makes life EASIER for her.

Without any weirdness, insecurity, or emotional undertones (“Did you not like it? Do you not like me? Am I unlovable?”).

This method again, is not a guarantee for getting booked, but you’re guaranteed not to annoy or turn her off to you. And that is the game, friends.

BONUS TIP: Know when a producer is just not that into you (or, rather, your pitch). And take it like a champ.

The reasons you get rejected aren’t always about you. Here are some scenarios you never even thought of: news hook: This is why a story 1. There’s no more room in the show for the time being. is relevant right now and media will want 2. She likes your angle but it’s not timely enough (it might be a fit when to jump on it. For there’s a news hook). instance, if a celebrity overdoses, producers 3. Her anchor/news director/boss/editor hates that topic, as a rule. It will be on the prowl happens! And it can be restrictive. What do you want? Humans are for addiction special- idiosyncratic, and as of now, only humans are running and hosting ists. Be the first one in shows. Of course, that could change. line to pitch! 4. She just did a similar piece. Do your homework before you pitch so you’ll know this ahead of time. Look for it! A lot of segments are online now. Or record the program you want to pitch for an extended period of time and watch what kinds of segments they do. If you’re serious about it, do your research and it will pay off.

5. She literally didn’t have time to read your email because your subject line didn’t jump out at her, or she was on a shoot in the field when your email came through, or she’s on vacation.

12 5 THINGS you should never say to a tv producer {and what to say instead} See, it’s not always about you. Don’t give up.

But also, know when to call it quits on that pitch. Sometimes it’s simply not a match for that particular producer or show. Take the rejection gracefully and don’t push back, get snippy, or pitch more angles in desperation.

Plus, one rejection doesn’t mean we won’t ever book you.

Take a breath and preserve the relationship.

Some of the best guests weren’t a fit the first time around, but good producers and editors keep them in the back of their mind. (The real organized ones keep these pitches in folders in their email.) Then, when something relevant pops up, we are able to work together.

Bottom line? You now know more than 85% of the people who are currently flooding producer inboxes around the world! These critical changes in how you approach and interact with members of the media puts you at a real advantage to get your message heard.

Check out the accompanying audio clip for this ebook where Paula & Terri go “off script” and share even more insider tips. DOWNLOAD HERE

coming soon: LIGHTS CAMERA EXPERT

You don’t want to just be good at what you do.

You want to be known for it.

Lights Camera Expert is an online course designed for experts, entrepreneurs, and leaders who are looking to make a big impression in the media.

13 5 THINGS you should never say to a tv producer {and what to say instead} YOU’ll LEARN TO: • Crack the media code. Find out what media gatekeepers want— and how they think. Discover the formula for success in getting, and keeping, the attention of editors, producers, podcasters, and anyone else looking for expert talent.

• Craft your pitch. Topics are only as interesting as the person who pitches them. Learn what makes a solid pitch—and how to nail the approach and language so you go from inbox to in studio.

• Crush it on air. Delivering your message on brand—and on cue—is key to landing coveted segments. Discover the secret to making a lasting impression that keeps editors and producers coming back for more.

Plus how to: • Tap your expertise to go from professional to on-air expert • Connect with key influencers in the media • Make a producer or editor’s job easy–and be their favorite guest • Face off with your fear of self-promotion • Plan, pitch, produce, and nail your on-air interview—and get asked back again, and again • Make your message compelling and relevant to a mass audience • Speak with authority, own the conversation and handle any question the interviewer throws your way

Team up with Emmy award-winning senior producer and author Paula Rizzo and former magazine editor and on-air personality turned brand strategist and coach Terri Trespicio to learn how to ramp up your media presence.

I WANT TO KNOW MORE!

14 5 THINGS you should never say to a tv producer {and what to say instead} About Paula & Terri:

Paula Rizzo is an Emmy Award winning senior television health producer and the author of Listful Thinking: Using Lists to be More Productive, Highly Successful and Less Stressed. Paula has literally booked thousands of segments and experts throughout her career in local and national news for the past 15 years.

She’s currently a senior health producer at Fox News Channel. She covers cutting-edge medical breakthroughs, the latest fitness crazes and everything in between. Paula has also produced live newscasts at WLNY, WPIX and WCBS in New York City. She’s the founder of the productivity site ListProducer.com, which helps people become more efficient, organized and less stressed. She’s also a contribu- tor to MindBodyGreen.com and Entrepreneur.com, providing productivity tips and advice.

Paula has been featured on TV, print, radio and web including on Better TV, FoxNews.com, FoxBusiness.com, FastCompany.com, Oprah.com, Dr. Oz’s The Good Life magazine, Health.com, Martha Stewart’s Whole Living magazine, Woman’s Day, Bridal Guide and Business Insider to name a few.

Terri Trespicio is a branding and content strategist, media coach, and former senior editor and radio host at Omnimedia.

Terri helps visionaries, experts, entrepreneurs, and busi- nesses communicate their brands with power and preci- sion across media platforms. She recently delivered a TED talk at the largest TEDx event in the country on why to stop searching for your passion, and hosts her own show/ podcast, Solopreneur, on the Grant Cardone TV Network.

For nearly a decade, Terri served as a senior editor at Martha Stewart’s Whole Living magazine and hosted a live, daily, call-in show on Sirius XM. She has appeared on the Today show, Dr. Oz, The Early Show, TBS Movie & a Makeover, and The Anderson Cooper Show, and hosts her own show, Solopreneur, on the Grant Cardone TV Network. Her work has appeared in Jezebel, Marie Claire, Prevention, Experience Life, Robb Report, Oprah, and Daily- Worth, among others. She’s also been a featured expert on Inc.com and Fast Company. Find Terri on Twitter @TerriT, Facebook, Periscope, and at territrespicio.com.

15 5 THINGS you should never say to a tv producer {and what to say instead}