Episode 49 Summary: "Get Your Digital Products Featured in The Morning News With This Pitch"
In this insightful episode of The Abigail Peugh Podcast, host Abigail Peugh sits down with Lisa Bradshaw, a seasoned story and pitch expert, TV host, and media veteran with 17 years of experience. Lisa shares her compelling journey from pitching her products on iconic TV shows like Friends to overcoming personal tragedies and building a successful media presence. The episode delves deep into the strategies and mindset required to effectively pitch digital products to mainstream media, enhancing visibility and driving business growth.
Guest Introduction and Background
Abigail introduces Lisa Bradshaw, highlighting her impressive career accomplishments, including appearances on Oprah Radio and hosting her own radio show, Life with Lisa. Lisa's expertise lies in crafting pitches that captivate media outlets, leading to opportunities such as national tours sponsored by major brands like Toyota. Her mission is to empower entrepreneurs to translate their stories into compelling pitches that open doors to media features, brand deals, and public speaking engagements.
Lisa’s Personal and Professional Journey (00:00 - 08:05)
Lisa begins by recounting her early challenges in launching her first book in 2001. She borrowed $25,000 from her in-laws to hire a publicist who ultimately failed in her campaign. This setback propelled her to take charge of her own pitches, learning to overcome the fear of rejection. Lisa emphasizes the importance of persistence and self-reliance in building a business.
A pivotal moment in Lisa's life was the tragic death of her husband, Wesley, who passed away six weeks after a double lung transplant caused by mold exposure. This personal loss forced Lisa to adapt quickly, as she became the sole provider for her family. Despite these hardships, Lisa's pillow business was gaining traction, notably with her product featured on Friends. This experience underscored her belief in the power of a well-crafted pitch and the necessity of having a clear "why" behind her business endeavors.
Notable Quote:
“The key, I think I have in any room, in any setting, is that I’m going to ask because I feel like I’ve earned the right to ask.” — Lisa Bradshaw [04:52]
Strategies for Effective Pitching (08:05 - 21:33)
Abigail and Lisa discuss the nuances of pitching, highlighting the differences between social media promotion and direct pitching to media outlets. While Abigail feels confident on Instagram, she admits to discomfort with more direct forms of pitching, such as emailing producers or appearing on morning shows. Lisa provides actionable advice on how to bridge this gap:
- Start Locally: Begin by targeting local television shows, colleges, and community events to build confidence and refine your pitch.
- Create a Succinct Pitch: Craft a clear and concise pitch that outlines who you are, what you offer, and how it benefits the media outlet's audience.
- Build Relationships: Establish and nurture relationships with producers and media contacts to increase the chances of future opportunities.
- Prepare Thoroughly: Always be ready to pitch by having your story and talking points well-prepared, ensuring you can seize opportunities when they arise.
Notable Quotes:
“You have to start somewhere and you live near a Local television show. It is no different than putting your first reel out there.” — Lisa Bradshaw [13:23]
“Get your pitch succinct. Make it so easy for them to say yes.” — Lisa Bradshaw [17:50]
Handling Rejections and Persistence (21:33 - 29:23)
Lisa shares her experiences with rejection, emphasizing the importance of resilience. She recounts sending pitch emails and receiving numerous "no's" before finally achieving success. Lisa advises not to take rejections personally but to view them as steps closer to a "yes."
Notable Quote:
“You have to be okay with the no. So when my first book came out, I had a book agent and I asked her to send me every rejection. And she referred us to the publisher that ended up publishing my book.” — Lisa Bradshaw [20:56]
Practical Tips for Crafting and Sending Pitches (29:23 - 38:43)
Abigail introduces a student example, Stephanie, a dietitian specializing in helping pregnant women alleviate symptoms through tailored meal plans. Lisa breaks down a step-by-step approach for Stephanie to pitch herself effectively:
- Identify Your Niche Angle: For Stephanie, demonstrating how her meal plans specifically benefit pregnant women can make her stand out on a cooking segment.
- Craft Visual and Relevant Content: Present simple and relatable images of meal preparations that resonate with the target audience.
- Learn to Pitch: Develop concise and impactful pitch emails that highlight the unique value you bring to the media outlet's audience.
- Follow-Up Strategically: Lisa advises following up within a week for timely pitches and setting calendar reminders for long-term opportunities.
Notable Quotes:
“You have to start somewhere and you live near a Local television show.” — Lisa Bradshaw [13:23]
“A speaker sheet is just really the important facts. It is your bio, it’s your talk.” — Lisa Bradshaw [28:19]
Avoiding Pay-to-Play Schemes (38:43 - 40:31)
Abigail raises concerns about "pay-to-play" offers, where media outlets require payment for features. Lisa strongly advises against these practices, pointing out that prestigious shows like Oprah do not engage in such schemes. Instead, she encourages entrepreneurs to focus on crafting organic pitches that demonstrate value without financial transactions.
Notable Quote:
“I will not and would not recommend paying for it. Oprah doesn’t even pay people to be on her show. Nobody.” — Lisa Bradshaw [23:11]
Lisa’s Offerings and Closing Advice (40:31 - End)
Towards the end of the episode, Lisa introduces her signature product, the Pitch Playbook, which provides detailed guidance on crafting effective pitches. She also offers one-on-one consultations to help entrepreneurs refine their storytelling and pitching techniques.
Abigail concludes by encouraging listeners to explore various platforms beyond social media for visibility, such as podcasts and blogs, emphasizing that being featured on trusted platforms can significantly enhance business credibility and reach.
Notable Quote:
“Think about the conferences that you’ve attended, and maybe you’re not quite ready to apply for the keynote, but they also have other speakers and they have workshops and they have different tables.” — Lisa Bradshaw [26:19]
Key Takeaways
- Start Small: Begin pitching to local media to build confidence and refine your approach.
- Craft a Clear Pitch: Ensure your pitch is concise, highlighting how your story benefits the media outlet’s audience.
- Persistence is Key: Embrace rejection as a step towards success and continuously improve your pitching strategies.
- Avoid Pay-to-Play: Focus on organic pitching methods rather than paying for media features.
- Leverage Relationships: Build and nurture relationships with media contacts to enhance future opportunities.
- Utilize Multiple Platforms: Diversify your visibility efforts beyond social media to include podcasts, blogs, and local media.
By following Lisa Bradshaw’s expert advice, entrepreneurs can effectively increase their visibility, establish credibility, and ultimately drive more sales for their digital products through strategic media pitching.
Resources Mentioned:
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