Pitch Whisperer Program

How This PItch To The "Today" Show Starts Wrong - And How To Flip It

Over in Tin Shingle’s Pitch Whisperer online forum, a business owner who is a member submitted a pitch email they wanted to send to the Today show. Right off the bat - the first sentance - was wrong. This is a good thing! Easy to fix. Suggestions are below on how to turn this pitch into one of the top televisions programs into one that might get a response.

We’ll keep their name and details of their product out of this article, as the online forum is a private space for members only. But the edit can be public for all to read and benefit from.

The edit is not actually an edit to the pitch. It is an edit to the approach, in order to attempt to shift the business owner’s mindset when pitching any media outlet. The mindset is really important, and helps you know what to write. Once that shifts, new bullet points within your media pitch will present themselves.

In the business owners pitch, they do a few things. They state that they watch the show, in the first sentence. The next part includes that the business was started in the basement. Always interesting to include, but we need more. And finally, when the business owner was submitting this pitch to the Pitch Whisperer Forum, they referred to their pitch as an "ask." That's the mindset we need to shift. A pitch isn't an "ask." It's bait on a fishing hook to catch a fish.

  • Don't start with that you watch the show. Dead giveaway that you are a newbie at pitching, and probably the business owner. Not that there's anything wrong with that, but the media moves fast, so they respond better to people who know the ebbs and flows of how they need to communicate. I've seen this opener lots of times. If it's to the Today Show, don't do it. If it's to a very small local station, maybe. Either way, the producers will be able to tell if you watch the show because of how you speak to them and what you refer to.

  • Don't make an "ask". You are telling them You are tempting them. You are asking nothing of them. They are busy in offensive mode, so they are hunting and gathering.

  • Interesting that you started in the basement. Ok. How long have you been in business now?

  • Why does the [product] work? This is an interesting concept that you have presented. But why does it work? Is it common? Include more of that in the pitch.

But Wait! If I Don’t Ask, Then How Will I Know?

You might be asking: “If I don’t ask, how will I know what opportunities they are having?” Don’t worry about this part. If you hire a publicist, the publicist may know, because he/she is on a warm email basis with some producers, so they will (or may) just know things through relationships and conversations. You should be watching the show (yay, you already are!) so you can tell the types of things they talk about. From there, you can pitch them what you think they might respond to. This always comes from a place of: what will their viewers like?

Producers are looking for trends. Anything newsworthy in the news now that they can piggy back on. Like…fitness trends, or shifts for people working from home or returning to the office, or fashion shifts into crop and how your special pants address a woman’s midriff during this crop season. Ideas like that.

You Won’t Pitch Once

You won’t pitch once. You’re going to pitch several times, with different angles/ideas.

Need help? Or a guiding light? Or someone to do this with? Tin Shingle’s Membership Program has the online Pitch Whisperer Program, where you can copy/paste your pitch into our online forum, and Tin Shingle’s creator, Katie, will submit thoughts and/or edits. Other members may as well. See our Membership details for more.

If showing your pitch to even our private membership is uncomfortable for you, you can hire Tin Shingle for private services, and we can work directly with you by phone and email to craft your pitch. See our Private Service for that. Members of Tin Shingle do get a 25% discount. Using the online forum, however, is free as it is included with membership.

Talk soon!

The #1 Way To Kill Your Media Pitch When Trying To Get PR About Your Business

There are many ways your email to a reporter magazine or producer for a show could go wrong. The email dance is delicate, even if you do get past the initial email you wrote, to get into a second or third email chain with your intended media outlet. There are ways to mess it up then, but there is one guaranteed line you could write that will guarantee you a hard “No” from a writer you wish to write about your business.

This writing style happens all of the time. The business owner is emailing the media outlet, aka “pitching” with the big hopes that the media will write about them. The formula usually goes like this:

  • Overview about the company.

  • Why they are so special.

  • The closing statement.

The costly mistake is in the Closing Statement. It’s when you’re at your most vulnerable, stating exactly what you want. It’s when you say, in your purest voice: “Will you write about me?”

It’s hard to write to the media. So intimidating. It could be your life’s dream to be featured in this publication, or you could be pitching the media in order to save someone’s life or raise awareness about something life-altering. But when you type that last sentence: “Will you write about me?” you very well may get a response of: “Sure, buy an advertisement!” Or you may get no response at all.

Why Does This Statement Kill The Media Pitch?

The reason asking the reporter or producer to feature your business results in death is simple: you are asking the writer to work for you. Their boss says: “Will you write about XYZ.” Rather, their boss says: “Hey, go write about ABC and have it on my desk in 5 hours.”

The reporter needs to be hooked by your story. You need to include so many curious details, and include how timely it is. Like, the reporter has to write about what you pitched them because you showed them so many compelling reasons that are relevant right now.

Watch this video where Katie, who is a writer and does get pitched by different types of businesses, tells you why this is the statement won’t get you media coverage. When you ask someone to write about you, you are putting them to work. If you’re putting them to work, you need to pay them. That is why they are telling you to buy an ad :)

Katie has shared this insight before. But this time, it is with a Holiday theme. It brings the analogy of the Xmas or Hanukah list into this situation. When you ask for what you want, you don’t always get it. People may scrutinize your ask, think it not worth it, or alter it in some way. The Ask puts pressure on a person that can result in silence.

Of course, if you are 5 years old, caregivers may be scrambling to get you what you want. But as adults with big dreams, these asks may go over differently. That is why you are not going to ask to be covered ever again. You are going to tell them why what you need covered is so amazing; so compelling.

Your ask is going to be: “Should you need more information, let me know.” Meanwhile, you will have included a photo of what you are talking about; include what makes it very timely; and bullet points of why it is amazing.

Tin Shingle’s Pitch Whisperer

You don’t need to do this alone. It’s scary, and you may put it off. You may not send the email at all, or you may send the same one on repeat. Tin Shingle has a Pitch Whisperer Program, where you can copy/paste your email draft into our Community Forum, where Katie will review it (and other Tin Shingle members if they want to). The community learning aspect is good. Even if you don’t submit, if others do, then you can read the edit notes and learn from them.

This is a benefit of membership with Tin Shingle, one you can start using today.

Giving Magazine Cover Space To Breonna Taylor To Budge The Needle

Oprah Magazine and Vanity Fair dedicated their covers to justice for Breonna Taylor. Photo Credits: Oprah Magazine and Vanity Fair

Oprah Magazine and Vanity Fair dedicated their covers to justice for Breonna Taylor.
Photo Credits: Oprah Magazine and Vanity Fair

Marching in a protest group through streets - either a downtown neighborhood or a suburban one - a few phrases are chanted: “Take Up Space!” or “Talk About It!” or “Say. Her. Name! Breonna Taylor.”

All of these phrases are shouted in an effort to be heard, because the silence of of laws, signing settlements, coloring justification, and passing of responsibility is deafening. Breonna Taylor was a 26 year old daughter, sister, girlfriend, EMS worker.

Police entered her home using a “no-knock warrant,” were encountered by a gunshot from Breonna’s boyfriend who thought he was defending their home against a robbery while Breonna was sleeping. She died after being shot 8 times and left to bleed out. Breonna’s boyfriend was arrested for shooting a police officer in the leg, and Breonna Taylor’s killers have not been arrested.

Shootings that were captured on video ending in tragedy seem to offer different examples of what to study in police reform, social justice, and why Black voices are not heard, which culminated in the Black Lives Matter movement this summer, that continues into fall. But 186 days after Breonna’s death, no arrests have been made in her name, and people nation-wide are not satisfied.

National Magazines Enter Activism On Behalf Of Breonna Taylor

At least two major magazines dedicated their covers to Breonna Taylor: Oprah Magazine and Vanity Fair. Oprah Winfrey has always appeared on the cover of her magazine, and giving the space to Breonna Taylor was the first time she did that for another person. This action was followed by buying 26 billboards in Louisville, KY, one for each year of Breonna’s life.

Vanity Fair, which was helmed by Graydon Carter for decades, is now edited by Radhika Jones, who has made it a point to shake up the message, take a direction from former V.F. editor in chief, Tina Brown, and put more women of color and interest in general on the cover. Vanity Fair commissioned the artist Amy Sherald, who painted Michelle Obama. Read more about Amy here.

Oprah’s magazine cover dedication was reported on by several media outlets, including ET Canada with hosts Graeme O'Neil, Keshia Chante, and guest co-host Akil Augustine. Akil called Oprah’s cover gift “significant” and was thoroughly impressed. Keshia additionally remarked on the billboard move by pointing out: “I love the fact that the cops are driving around looking at those billboards, feeling the pressure.” Watch the ET Canada clip to hear Oprah talk about it, and notice where the billboards are placed throughout town, next to everyday ads for an oil change.

In terms of why Breonna’s killers have not been arrested, Akil remarked that the system is set up to “protect the police officers, and not protect the citizens,” while making a point to say that a blanket statement about all police is not helpful, just like a blanket statement about Black people is not helpful. Graeme reflected: “What is the system that is set up, that you can't arrest a police officer? It's been 151 days and they are still trying to figure out how to charge these guys.”

Up in New York, local community leader and speaker for Black voices, Ali T. Muhammad of Next Step Hudson Valley, has been encouraging his audience to explore “qualified immunity” as to why Breonna Taylor’s killers have not been addressed.

Why Have No Arrests Been Made For Breonna Taylor’s Killers? An Attorney Explains

Here at Tin Shingle, we have a member who is an attorney and civil justice advocate, author Mark M. Bello. He draws upon over 40 years of courtroom experience in his Zachary Blake Legal Thriller Series. From his participation in Tin Shingle’s Pitch Whisperer Program, where he crafts different story angles to pitch to the media to get coverage for his fiction books that draw from his 40 years of legal experience, we knew he’d be just the expert to go to for an answer on why justice has not been achieved for Breonna Taylor.

The answer as to why no arrests is not easy, and Mark did not like to have to provide reasons for why the needle is not moving. [Note: Today 9/15/2020, Breonna Taylor’s family received a $12 million settlement from the city of Louisville, KY, which included police reforms signed into law. But her family ultimately wants the police officers arrested, including the one who issued the no-knock warrant.]

TIN SHINGLE: Mark - as readers everywhere are doing homework on the laws protecting police officers in Breonna Taylor’s shooting, are you able to provide guidance on what readers can research in order to discover why nothing has happened for Breonna Taylor? Is it “qualified immunity” that police are provided? Can you share some terms with our readers that will help their understanding of the current system?

“Katie: This is a complicated case, much more complicated than the cases of George Floyd and Jacob Blake, where there seems to have been little or no threat to the officers who killed the two victims. I'm not certain you're going to like my response. Remember this comes from a social justice advocate who has literally ‘written the book,’ Betrayal In Black, on the issue of an innocent Black man being gunned down by a police officer.

”In the Breonna Taylor case, the main issue is the validity and necessity of the so-called no-knock warrant (which has been discontinued in Kentucky [since her shooting]). One could argue that if the warrant is valid, so was the shooting. Inside the apartment, Breonna Taylor's boyfriend, Kenneth Walker, hears a commotion outside the door, fears a break-in of some sort, pulls out a gun, and shoots through the door. Almost every lawyer or law enforcement officer will tell you that officers who are shot at have a right to return fire. That's where the concept of "immunity" comes into play. Kentucky law actually permits the officers (and even ordinary citizens) to return fire in self-defense.

”As you well know, there has been a stream of unarmed black men shot by police over the past few months and years and things must change. But these officers must be judged on the facts and the law as it applies to this case. And this is a much harder case than, say, Floyd and Blake.

“I see 4 possible justifications for charges:

  1. That the officer continued to shoot long after any danger was eliminated. (Ex-) Officer Brett Hankison was fired by his chief (effective June 23, 2020, and he is not happy about it) for "extreme indifference to the value of human life," by "blindly firing ten rounds" into the apartment "without verifying they were directed at someone who posed an immediate threat." (It seems to me the argument is countered by the fact that shots were fired at the police from inside the apartment—the argument seems to be predicated on how many shots Hankison fired rather than the fact that he fired in self-defense, which is tenuous at best).

  2. Despite reports that the officers targeted the "wrong apartment," they did not. Subsequent reports indicate that Breonna Taylor was a former girlfriend of one of the principal targets of the investigation (Jamarcus Glover has since been arrested) and the officers were looking for evidence they suspected was inside the apartment. However, that could have been done in a much safer manner, under the circumstances. They could have showed up at the door, in broad daylight, knocked and announced themselves, and served and executed the warrant. There is no evidence that the people inside (Taylor or Walker) were any threat to their safety. The type of warrant used was unnecessary for subject of the warrant (Taylor). Neither Taylor nor Walker had a criminal record or were targets of the broader investigation (although Taylor was, indeed, the target of the warrant, a fact that has also been misreported). So, some type of negligent execution of or method used argument could justify charges.

  3. There have been allegations made (we'll see what the investigation reveals) that the warrant itself was fraudulently obtained. Detective Joshua Jaynes applied for the warrant alleging that a postal inspector verified that a drug dealer was receiving packages at Taylor's home. Post-office representatives claim that allegation is false. Jaynes could be charged with swearing falsely to an affidavit for a warrant, and if Mattingly and the third officer, Myles Cosgrove, knew it was false, they would forfeit their right to argue self-defense.

  4. There has also been an argument made that no one rendered treatment and that Taylor lived for several minutes after the shooting without care or treatment. An additional "indifference to human life" charge might justified if this allegation proves to be true.

“The bottom line, however, is, under Kentucky state law, the use of deadly force is justified by anyone, the police or a civilian, if he or she believes such force is necessary for protection against injury or death (which is certainly the case here). I doubt we will see any serious charges filed here (unless the warrant is proven to be totally bogus or fraudulently obtained).

”Still, this is a very troubling situation when we consider social justice issues. These ‘no-knock’ warrants need to be reconsidered in light of 4th Amendment protections that suggest that a 'man's home is his castle', secure from unreasonable search and seizure. From Cornell Law School: “The right of the people to be secure in their persons, houses, papers, and effects, against unreasonable searches and seizures, shall not be violated, and no warrants shall issue, but upon probable cause, supported by oath or affirmation, and particularly describing the place to be searched, and the persons or things to be seized.”

“I would certainly argue that this "search" was unreasonable under the circumstances. Unless there was some concern that a crime was being committed inside the apartment and/or evidence was being destroyed at the moment of execution, there was no justification for the methods used to execute the warrant. (Think about television shows where the criminal is flushing drugs down the toilet as the police enter the premises.)

”The city of Louisville has banned "no-knock" warrants (a victory for the 4th Amendment), and, in general, I think these warrants should only be justified when there are very exigent circumstances. Officers should not be allowed to shop for ‘law & order’ friendly judges, and the application process of obtaining a warrants, with the evidence supporting it, should be a formal court proceeding, with a court reporter recording all conversations between the judge and the officers involved.

”I hope this helps to clarify things; I'm not sure this is what you were looking for. Clearly, this case is not similar to Floyd or Blake or similar cases of unarmed black men being shot by police (unless the whole warrant was a racist sham and a deliberate attempt to harass and terrorize two black citizens—of course there is absolutely no evidence of that). I am happy to answer additional questions.”

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As we explore the intricacies of the law, policing, and education, homework is certainly needed to be done. If you are an author or expert in your field, you can absolutely pitch your knowledge points to the media. Whatever you are thinking, or wishing would happen, pitch it. If you have an opinion on how the NFL, NBA or now professional tennis players are making statements, and how they can make those statements better or more concise, pitch it to the media! Talking points are looked for by reporters, producers and booking agents all of the time.

Tin Shingle’s Pitch Whisperer program can help. Start your membership today and start pitching.

Private Training is also available for those who need a little hand-holding on their time.