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. All of a sudden, 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 TV before in your life.

 

While reviewing talking points and knowing your business by heart is a good place to start, you’ll need to be well versed on the following key tactics for acing a 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,” but the truth is that most of these words don’t mean much to audiences unless you can effectively articulate what your business does in a way that’s relatable and digestible.

 

You should find ways to describe your business in a way that illustrate the industry problem it’s solving and the ways you plan to do that clearly but succinctly. Even better, provide an illustration of your target customer and enumerate how they can 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 as well as educated, and rattling off your top marketing messages won’t cut it.

 

Make sure that you speak in a conversational fashion with the host of the program and riff off the questions and comments he or she makes. “I’m glad you mentioned that” is a good segue into delivering the perfect answer to their question. Make sure you match their tone, and don’t be shy to laugh when the situation calls for it.

 

Frame the Bigger Picture. In order to illustrate how your startup fits into a key industry trend, it’s important to highlight that in your discussions with the interviewer, to relay to their audience. If you have any well-known customers, make sure you highlight that. If there is a competitor that you know you are doing better than, don’t be afraid to boast about it. If you have a larger strategic partner, say why they chose to work with you.

 

Your startup does not exist in a vacuum, and it’s important to clearly show where it fits in the larger business landscape. This will make you and your company more relatable and more importantly, accessible.

 

Punctuate and Elaborate. I’m going to get a bit personal here. When I get nervous, I tend to drone on and on with my answers to questions. If you do this on air, you might find your segment cut short unceremoniously.

 

If you need a moment to think, don’t be afraid to pause and evaluate your answer. “That’s a great question” is the perfect way to do this (although be careful not to overdo it!)

 

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. This will show that you are thinking at a higher level and are excited to share the vision behind your company with the world.

 

Be Passionate. If somehow you don’t hit any of the previous tips, showing how passionate you are about something will (almost) make up for it. Audiences respond to emotion above anything else, and if you can show just how much you value your business and the hard work you’ve accomplished, viewers will resonate with you and have more confidence in your business moving forward.