So, you’ve just closed your latest multimillion-dollar funding round and have generated a lot of great online and print coverage for your Consumer Tech startup. Suddenly, you get an interview from a producer from CNBC who wants to have you on an upcoming episode of Squawk Box, which is great, except for the fact that you’ve never been on T.V. before.
While reviewing talking points and knowing your business by heart is a good place to start, you’ll need to be well-versed in the following key tactics to ace your broadcast interview.
Ditch the Industry Jargon. It can be tempting to boast about how your startup is “disrupting the X industry” or name-dropping components of your product or platform that are related to “blockchain,” A.I.,” or “machine learning.” However, the truth is that most of these words won’t mean much to the audience unless you can effectively articulate what your business does in a relatable and digestible way.
Start by illuminating the industry problem you are out to solve, and then describe how your business or product plans to do that. Keep it clear, concise and relatable, illustrating a connection between how your target customer would use your product or platform in their everyday routine.
Be Personable. Presenting your pitch deck in front of investors is one thing – speaking to a national broadcast audience is a completely different animal. Even on business programs, viewers want to be entertained and educated at the same time. Simply rattling off your top marketing messages won’t cut it.
Think of it as more of a conversation than a presentation. Create a dialogue between you and the program’s host. Then riff off the questions and comments. For example, “I’m glad you mentioned that” is a good segue into delivering the perfect answer to their question. It is important to match their tone and not be too shy to laugh when the situation calls for it.
Frame the Bigger Picture. Your startup doesn’t exist in a vacuum. It’s important to show how it fits within a broader business landscape to make you and your company more relatable and accessible.
There are many ways to do this. For example, illustrate how your startup relates to a key industry trend by highlighting the connection in your discussions with the interviewer or reference well-known clients the audience may recognize. Mention any large strategic partners and explain why they chose to work with you. And feel free to boast about what makes your company better than your competitors.
Punctuate and Elaborate. Everyone gets nervous, especially when doing a live, on-air interview. Too often, people react by droning on and on with their answers to questions resulting in the segment getting cut short unceremoniously. It’s not always easy to find the balance sometimes in the heat of the moment to ensure you cover everything you want.
If you get asked a simple question, don’t be afraid to run with it and go beyond what was initially asked as long as it relates to the question. Expanding on a topic shows that you are thinking at a higher level and are excited to share the vision behind your company with the world.
Don’t be afraid to pause and evaluate your answer if you need a moment to think. “That’s a great question” is the perfect way to do this (although, be careful not to overdo it!)
Be Passionate. Audiences respond to emotion above anything else. Exuding passion for your product, business and/or industry will trigger a positive emotional response. Then, when they think back, that feeling will be one of the first things they remember.
So if somehow you don’t hit any of the previous tips in your next interview, don’t worry. As long as you show how much you value your business and the hard work you’ve accomplished, your message will resonate with the viewers. That passion will (almost) make up for it. Use the win to give you more confidence for the next interview.
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