Question: What's one tip you have for a startup founder who is making their first TV appearance as an expert?
"People are often so nervous or intimidated that they forget to smile. Remember that you love your company, you are excited by your field and you especially love sharing your passion! Smiling when the host introduces you or thanks you is a must. Not only does it make you relax, but viewers will find you more appealing. Just look natural -- no one wants to see a resurrection of the Joker."
"The majority of people speak too quickly, even when they are not on TV. When broadcast, it comes across even more. Speak slowly, use pauses for effect and fully pronounce every word in order to make sure your message gets conveyed effectively. Your audience will also perceive you as being more confident."
"Nothing is worse than filler words like "uh," "um," and "well." You get the point. Cutting out these extra mumbles will help keep your answers focused and relevant."
"People connect with people, so be your real self. You're better off showing that you're vulnerable than coming off as fake. You should also be confident. You are the domain expert. Remember that no one knows more about your product -- or whatever you are appearing to speak about -- than you, or else they would have invited someone else to appear. "
Play the Professor
"We always taught our clients to be professorial when they did media interviews. You are there to educate the audience on something new that they are interested in. Like teaching a student, make sure to break it down in a simple way they can understand so they leave with a feeling that they learned something. Just because it makes sense to you doesn't mean someone else gets it."
Practice With an Audience
"The best way to combat nervousness is to be prepared. Write a script for yourself; practice what you're saying and how you say it. Play out how the appearance will go and practice that flow. Practice in front of others. When you arrive for your TV appearance, you will have prepared remarks as a foundation for improvising. You can go with the flow and insert your prepared answers where they fit. "
"Know that the person asking the questions is not your friend. He is in the business of attracting viewers or readers -- so the more outrageous, the better. He is looking for a "sound bite." You want to provide something memorable, but be careful with your answers. Make sure the "sound bite" you leave him with is one that makes you and your company shine."
Work With a Coach
"Even experienced speakers work with coaches before big appearances. If you're talking on TV for the first time, consult with an expert who can help tweak your style to fit the TV format better. As an added benefit, this approach forces you to practice and get feedback. These are both good habits for a speaker to acquire."
Act Like the Expert You Are
"Even if you know all about a topic, you still have to act like an expert to be accepted as one. Content is half the battle, but appearance is the other half. Be confident, straightforward and honest in your delivery and people will really take the time to consider your thoughts. Show up sweaty, jittery and with a convoluted message, and your first TV appearance could be your last. "
Focus on One Takeaway
"Being on TV is nerve-wracking -- more so when you have a lot to say! Try to focus on one simple takeaway that you want to get across. As long as you nail that one point crisply, everything else will be fine."
Speak in Sound Bites
"TV is a medium that favors short sound bites. Providing commentary that is short and snappy will help you stay within the allotted time of the appearance and will help the audience grasp your expert advice easily."
"To calm your nerves beforehand, remember it's simply a recorded conversation. You do hundreds of one-on-one talks a year. So don't freak out about it like you might with your first big speech -- a totally unnatural construct for most. Relax, and the cameras will be off before you know it."
Get the Questions First
"If you can't get the questions first for whatever reason, still use your prepared 10- to 15-second statements. When you are asked a question, you don't want to answer directly because you have something else to say. Rather, acknowledge it and then smoothly transition into what your next point was supposed to be, per your prepared statements. This is better than speaking off the cuff."