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Article #139: How to get Booked on Oprah!

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Most people believe that getting on Oprah Century Fox) withfounder William Fox
will make them amillionaire, their book a described the success of the studio
bestseller or their business boom. For thisway: "For Fox Film it was an
yourcareer to take-off like the last excellent director, a good story and abox
space shuttle, you must prepare tomake office star." In her book, The Myth of
the most of your appearance. Here are the Perfect Mother
some hot tips to help youget invited as a (Contemporary Books), Jane Swigart says,
guest on the show, rivet your audience on "Being a mother is likeasking half the
the air,and ultimately sell yourself population to do brain surgery without
along with your product(s) or book(s). sending themto medical school."
As a media coach and marketing expert, I These memory nuggets consist of
have helped many people getbooked on anecdotes, facts, statistics,stories, or
Oprah, so I know there is a strategy something unlikely, unusual,
that, if followed,will help anyone controversial, shocking,funny, humorous,
increase their chances of getting on the romantic, poignant, emotionally moving,
show. or dramatic.
Pitch and prepare. 6. Make sure you're blurbable.
Before you actually get booked on Oprah, By definition, a blurb is a very short
you need to know how topitch an idea to advertisement or statementabout a topic,
the show's producers and how to prepare product or idea. For example, many book
yourself forthe big day. jackets haveblurbs about the book, or
1. Tape and watch Oprah. what people have said about the book.
At least a dozen hopefuls call me every Theaverage sound bite on television is 10
year for media coaching or tohelp them seconds, so it takes someintensive
create a marketing plan. The first words practice to say something meaningful
out of theirmouths are: "I want to be on about your book ortopic in such a short
Oprah." When I ask them if they watchthe period of time. Practice with a timer
show 90 percent say, "No." Part of until youcan speak your message in 10 to
preparing for success isbecoming familiar 20 seconds.
with the content, format, rhythm and pace 7. Get booked on local shows first.
of the Even before you consider approaching
Oprah show. Oprah with your idea, getpractice on your
Your first step is to record two to four local news and talk shows. This will give
weeks of Oprah. Then, sitdown in a comfy you achance to fine-tune your sound bites
spot and watch them all at once. This so you won't be shocked by thespeed of
will give you asense of what's hot on national television. Many people don't
Oprah for the next few months. (It does realize that the
changeand go in cycles). Notice which Oprah Show isn't a platform for their
producers (listed on the credits atthe subject. When you're on theshow as a
end) are responsible for each particular guest you'll typically have a total of
type of segment. Send aproducer one to seven minutesto communicate your
information only after you are sure of entire message-in 10 to 20-second
who you'd like toapproach and why. increments.
2. Pitch a hot topic. Once you have a good feel for the rhythm
Never pitch your yourself, your speech, of television, you'll feelmore relaxed
your product or your book. and ready.
Instead pitch something that's newsworthy 8. Wow the producers with brevity.
now: a pressing nationalissue, a Remember, the moment you open your mouth
controversial subject, a problem for you are auditioning. Keepyour list of
which you have thesolution, a common myth talking points by the phone when you call
debunked. Propose a topic that is a producer (ora producer calls you) so
relevant to you'll be succinct. You will already
Winfrey's audience (controversy, haverehearsed them so that they sound
relationships, personal natural and inviting. Make sure allyour
triumph,makeovers) then prove you are the points are targeted exactly to the angle
expert on that topic by tellingonly the you're proposing-makingyou (and your
information that is relevant to the idea product or book) irresistible on the air.
you're pitching. Smile! You're on Oprah
For acting coach Cynthia Brian, speaker Now that you know what it takes to pitch
and author of "Be the Star an idea to Oprah, you needto know what to
You Are!" (Celestial Arts), we created a do when you actually appear on the show.
pitch about how she helpsteenagers work 1. Connect with your eyes.
out their problems by role-playing with It is very important to maintain eye
them oncamera. We proposed a makeover contact with Winfrey 100 percentof the
show with before and after footage time when she addresses you. This means
forparents with difficult teens. Although while you're talkingand while you're
the show idea isn't directlyrelated to listening. Audiences believe that you're
her book this is an area of Brian's sincere andknowledgeable if you keep
expertise-and Winfreyhas been doing a lot consistent, soft eye contact.
of shows around parent eenage 2. Create a "Top Five" list.
relationships. Help your audience remember you by
Think about the areas in your personal or developing a "Top Five" list to
professional life whereyou're an expert beprojected on-screen so all your key
and connect that to a provocative theme. points will be illustratedvisually as you
3. Put together a winning press package. discuss them. This is also a secret way
Send your book (if you have one) along to keep
with a pitch or angle pagewith two or Winfrey on track. Once she's stated that
three different ideas, and a paragraph you'll cover five points,she has to help
bio highlightingyour expertise as it move you through all of them or her
pertains to your pitches. Be as brief audience willfeel cheated. Making this
aspossible. You must be able to sell your list guarantees you more airtime.
idea in one page. Remember At the request of the producers speaker
Oprah producers get hundreds of packages and author Victoria Moran,who wrote Lit
every day. If possibleinclude a From Within (HarperSanFrancisco) created
two-to-four-minute video of you on other a quiz for ashow on vanity with questions
talk shows ordoing a presentation to a like, "Are you constantly comparingyour
group. If your demo video includes appearance to other women's? Does the way
talkshow clips, cue it up to those you look in themorning determine your
segments. If not, cue your video up toa mood for the day?" After Winfrey got
short segment that shows you speaking herguests to answer, she asked Moran to
succinctly so the producerscan see that comment. She got five chances
you're a viable guest. tospeak-totaling one minute and 33
4. Explore the show's Web site. seconds.
Winfrey's Web site, has as much 3. Bring visual props.
information asyou will ever need to get Visual props add liveliness and helps
on the show. There, you can review your viewers remember yourpoints, which
herentire wish list of subjects. She even indirectly translates into buying your
makes it easy for you with alink called, product or book.
"Be on the show." With the touch of a key Let the producers know how you plan to
you can sendan e-mail that will reach her use your prop(s) ahead oftime. During the
producers instantly. show you also need to direct the
Make your topic relevant in a short cameraman to yourobject by pointing to it
paragraph to receive a quickresponse. Let or holding it up to cue them for a
the producers know that you'd be glad to close-up.
hop a red-eyeat a moment's notice to be a 4. Introduce yourself with a stellar
part of their show, and you increaseyour sound bite.
chances of being invited. On television your very first utterance
5. Create 6 dynamic sound bites. sets the tone for all theinformation you
Mark Twain defines a sound bite as "a plan to deliver. Say something that
minimum of sound to a maximumof sense." instantly bringsfocus to your most
Sound bites or talking points, are the important message that ties into your
essential messagesyou want to convey. book.
Talk out loud the most important ideas, With dedicated practice, channeling your
concepts,and points of your topic as they passion, enthusiasm, andknowledge about
relate to the idea you are pitching. your subject will come across to your
Ask yourself, "What do I want my audience audience, andpeople will naturally want
to remember?" Carla Winter,the niece of to know more about you, your products
Sol Wurtzel who ran Fox Film (20th andyour services.






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