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September 19, 2016
September 19, 2016

Nobody cares about you. Don’t take it personally – nobody cares about me, either.

To begin, let me channel Mr. Jagger’s “Sympathy for the Devil”: “Please allow me to introduce myself.”

My name is Frances Cole Jones and my company is Cole Media Management. Over the past 17 years I have coached clients for appearances on everything from The Today Show to QVC to Entertainment Tonight (not to mention Charlie Rose and Oprah). In addition, I’ve appeared on ABC, Fox & Friends and The Insider.

What am I talking about today? How you can make your next television appearance a success. What’s the easiest way to ensure that? As you prepare, keep repeating, “Nobody cares about me.” Now I know this can seem counterintuitive—you’re going to be on TV! It’s possibly a dream come true! Yes—for you and your Nana. Other than that, nobody cares about you.

Here’s what people care about:

  1. “Do you understand me?”
  2. “How are you going to make my life better?”

For example, say you have a slot on one of the shopping networks and you are longing to tell everyone how wonderful your new product is. If you craft your message from your (and your Nana’s) point of view, you might say something along the lines of “Here’s a ton of info about me and my new product and how amazing it is and all its benefits from my point of view!”

If you do, here’s how your audience may well respond: “That witch is on TV. I’m not on TV even though I had that idea two years ago and wrote it on a Post-it I threw away.”

So what questions do you want to ask yourself? What is my potential customer … Proud of? Anxious about? Preparing for?

You will also want to ask yourself:

  1. What is my potential customer’s personal life about?
  2. What time of day is this airing?
  3. What are they likely to splurge on?

With this in mind, you might change your potential shopping-show segment as follows:

“I know a lot of you are coping with a lot.” )Insert an example that demonstrates this.) “You’re getting kids fed and out the door to school in the morning/are just getting home from a crazy workday.” Etc.

“I also know that this time of year can be hectic with…” (Insert upcoming seasonal event here.)

“And even with all that on your plate, I also know you want to feel/look/do your best—that’s who you are!”

Well, I have something that can help you—without hurting your wallet.”

You see? When it’s about them, they’re going to like you.


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