As I prepared for the panel “Garnering Media Attention to Get the Word Out About Your Work” at the JRW Conference, I reflected on two questions that come up when pitching an article or interview, a book, or even a story for television or film: Why you? Why now?
I’ve worked with authors for over a decade, and some of that work is pitching bylines and interviews. I’m also a student in the television and film development program at UCLA Extension, which includes learning how books are adapted for the screen. Those two questions—why you, why now?—come up again and again.
If you’re pitching to an editor or executive, the “why now” shows that your story is relevant to audiences today. What makes it timely? (This applies when you’re pitching historical stories, too.) If it’s a book or a television show rather than a byline or interview, why will the story still be relevant in a year when it is released?
Why are you the person to tell the story, to write this article or book, discuss this topic during an interview, write this movie or TV series? Creating a television show or a book requires years of commitment, long hours, and unwavering dedication. Executives want to see the Why that will sustain the writer, fuel their creativity, and give them experiences to draw on. Nick Pepper, current Head of Studio Creative Content at Amazon Studios and former Vice President at ABC Network and ABC Studios, says that passion is incredibly important and connects your listener to the reason you’re making the project. As author Simon Sinek says, “People don’t buy what you do, they buy why you do it.” (Check out Kris Spisak’s article from last month about defining your mission.)
When focusing on your connection to the material in a pitch, you’ll highlight your relevant work experience and credentials, of course, but it doesn’t have to be limited to your resume. Kelly Edwards, producer, author, and former TV executive who also consults for Apple Studios, PBS, and Sony Television, trains writers to tell their own stories during pitch meetings. To brainstorm your story, she suggests considering the following:
- How did your early life shape you as a writer and/or the story you’re telling?
- What are seminal moments in your life and obstacles you had to overcome? How did those moments give you perspective on your art?
- How did you respond to those moments and/or obstacles?
- How did those decisions shape you and make you the writer you are today?
- Why did those moments make you want to tell the stories you do? How did they lead to your accomplishments?
As you tell “the story of you,” you want to form a connection between you and your audience, between you and the story you’re telling. You’re trying to spark curiosity, entertain, or evoke emotion.
This “story of you” can be adapted for a 30-second elevator pitch, a longer meeting, or interesting talking points during interviews with podcasts, your local morning news program, Good Morning America, or The Late Show.
I can’t wait to see where you’ll explain why you and why now.
About the Author
Kristi Tuck Austin helps authors increase their books’ discoverability, build their platforms, and turn new readers into loyal fans. She’s also worked in TV development for America’s Next Great Author, Can Do Entertainment, and Gum Street Productions. She’s completing a certificate in Film and TV Development from UCLAx.