Don't Steal My Thunder!

As Jimmy Buffett has been known to tell his audience from the stage, "It's not nice to beat Jimmy to the words of his own songs".  Can't relate?  Have you ever told a joke, and had someone steal the punchline? See, it's not cool when someone steals your thunder. Well, this holds true with product presentations on TV Shopping shows.  

As a guest expert, I spend a considerable amount of time before I ever appear on TV with a product, crafting my presentation.  I carefully choose my words, the demonstrations, and the order in which they'll appear.  Just like a piece of music, the presentation needs to build slowly to a crescendo, not flop all over the place without rhyme or reason, jumping from one point to another.  But, I've seen some serious flipping and flopping on occasion because people jump the gun.  We can't help ourselves!  It's like a child knowing the answer to a question in class and just blurting it out...it's human nature.  I've experienced this as both a host, and as a guest expert.  I've seen it happen on every TV shopping network out there at one time or another. While it's not an epidemic, it certainly happens often enough to take note, especially with successful products, where everyone gets to know the pitch over time, due to the frequency of airing. So what can you do?

Be patient, wait your turn, and know your role.  Sounds simple doesn't it? But it's not.  It takes discipline to hold your tongue,  and give someone else the spotlight for a moment.  You have to be committed to your role, and revel in the fact that it's every bit as important as the person doing the presentation, telling the joke, or playing the music.  

"Remember: there are no small parts, only small actors." - Constantin Stanislavski

 So, play your part, be it show host, wingman, or straight man (or woman).  Those are important parts too, and in some cases even more important than the person talking.  Timing is everything, and in the end, someone has to react to the pitch, laugh at the joke, and applaud Jimmy Buffett's songs.  

The Importance of Being Earnest

When I was in college, I studied acting for a while... a really long while, like four years.  And in that time, I learned a little about acting, and a lot about myself, mostly that I'm a lousy actor.  But, I did learn that I enjoyed being in front of people and commanding an audience.  And that's why I'm SO lucky to be doing what I do, because I get to be on camera without acting...I get to be myself.  It's true, the person you see selling products on TV is exactly who I am.  When I laugh at something, it's because I genuinely think it's funny (catch me working with Robin Wall some time), and when I'm enthusiastic about a product, I'm really excited about what I'm selling.

It's authentic, it's real, and it's all I know how to do, because remember, I'm no actor.  Which makes it all the more strange to me when people new to the field always think they need to be someone else...some ideal pitchman they have in their head.

I train new presenters, so I get to see how hard it really is for them to be themselves.  They always want to be that guy/gal they see in infomercials. Now there is a school of thought that favors this method. Tony Robbins is one proponent of copying success...

If you want to be successful, find someone who has achieved the results you want and copy what they do, and you'll achieve the same results.

Tony Robbins

And in certain situations, that's excellent advice!  But not when it comes to selling products on live television. Because unless you possess some next level acting skills, people will know.  Sure, when we're watching a TV series or a play, we KNOW those people are acting. But, we suspend our disbelief and go with it for the sake of the show.  That's not the case with television retailing. When you're watching someone present a product on live TV, you want the TRUTH.  You want them to be earnest about their item, and to not pretend to be someone they're not.  It sounds easy, but it can take years of practice to be comfortable enough to just be yourself...on TV...in front of millions of people.

Of course, there's more to being a successful Pitchperson on TV than just being yourself, but that's another story for another day.  For now, remember step ONE...be earnest, and be yourself!