How Cookbook Authors Can Do a Great Cooking Segment on TV
Authors of cook books have an advantage over traditional authors because they can employ
a TV appearance to increase book sales. One of the best cookbook
marketing techniques to get this extra exposure is to demonstrate their capabilities by showcasing
recipes and talent on an in-studio cooking segment on television.
A lot of things can go wrong on a live in-studio cooking demo. Here are some tips to
insure that your cooking segment is great.
Most importantly find out how much time you have to work with. There's a big difference
between a 2 1/2 minute segment and 3 1/2 minutes. My advice is to plan on a 2 1/2 minute segment. Ask
yourself what can you do in that time period and plan accordingly. Anticipate and have strategies to
deal with interruptions. Practice by setting up a camera in your kitchen so you can film and time your
Don't do a lot of talking during the segment. You are there to demonstrate how to prepare
a certain dish and that's what your audience and host expects of you. So keep the words down.
Remember that there are three groups that you need to satisfy -- the producer, the audience,
and yourself. The producers are looking for interesting/compelling television; your job is to make them
look great. The audience wants to learn something. What's their takeaway? What will you do to make their
lives better? Among your goals is to point people to your website. A great way is to offer a free item
like a recipe or appetizer in your restaurant. Once they sign up for the free item, use their email
address for future marketing.
It's very important to find out in advance about the capabilities of the studio kitchen.
Some studio kitchens look good on TV but the stove may not even be hooked up! Come with a prepared cooked
version of your dish that can be displayed ahead of time and have another ready for the demonstration.
It's always a good idea to bring some extra samples for the crew. I've never see them
turn down food! Outdoor segments, such as barbequing, really go well in the summer because that's what
audience members do in the summer. For the fall, a Tailgate segment is great.
Here are some Practical Tips for a Great Cooking Segment:
- The camera loves food that sizzles, bubbles, and flames. Keep that in mind when selecting the
dish you will prepare. Can your dish be prepared and plated in the allotted time? Pre-cook the dish
halfway if necessary to meet the time limit.
- If there are promotional screen graphics provide the producer with the information several days
before the shoot.
- Make a packing list of all the gear you need to cook off premise. Double-check your list and
pack efficiently. Arrive at the studio 45 minutes before air time. Bring a cart to transport your
gear and ingredients from the car to the studio quickly and efficiently.
- The camera loves color so bring some colorful ingredients as well as a seasonal table decoration.
- Upon first arriving at the cooking set, check all burners to make sure they work.
- Be set up 15 minutes before air time. Walk in front of the cooking table and scan what the camera
will record. Is the tablecloth on straight? Are all ingredient labels faced outward? Are the ingredients
balanced in uniform fashion?
- Provide the host with a list of suggested questions. This will help the host stay focused and
on track and will help prevent any ringers from being thrown your way.
- Always refer to the host by name. Make direct eye contact and smile.
- Go with the flow. Some hosts will ask distracting, non-relevant questions so have a plan to
deal with that possibility.
Use a Professional Media Trainer for your Cooking
For many of my clients, I suggest they use a professional
media trainer to better prepare them for the television
or radio appearance. One trainer I frequently recommend is Jess Todtfeld, former FOX News producer and
President of Success in Media. (http://www.successinmedia.com)
Among the suggestions Todtfeld gives to help deliver a great cooking segment are:
- Don't expect the studio to have a stylist for you. You must take the necessary steps beforehand
so you look as beautiful as you are and so your segment is great from beginning to end.
- Bring all the ingredients, tools for preparing, and a finished version of your dish. Don't expect
to really cook it during the segment.
- Bring extra finished food for the crew. The quickest way to their hearts is through their stomachs.
It will be worth every penny in materials when they decide to book you again.
- Have your entire segment planned out from A to Z to make the producer's life easy. That, in
turn, will make him love you and book you again.
- It's not all about the food. Be fun. Show your personality.
- Give a copy of the recipe and let them know they can place it on the station's website.
- Days before the segment ask if they can prepare a "for more information" graphic for
the lower third of the screen that will display your website address so people can find you after
the show. It's a pretty standard practice but if you don't ask they might forget.
- Have something free on your website to plug, such as five of your most requested low-cal recipes
or a chapter of your book. Be able to monetize the value of your free gift.
Make sure all the vegetables and cuts of meat are fresh and will appear appetizing.
Place them in clear glass dishes along with pre-measured spices. There's only so much you can prep ahead
of time; some things need to be done in the studio.
With HD cameras viewers can see everything from water spots on your glass ware to fingernails
in need of a manicure and a five o'clock shadow. What may be acceptable in your kitchen may not play
well on TV so be keenly aware of your appearance.
A great cooking segment will produce hundreds if not thousands of new diners, book sales
and recipe downloads. It's all possible with planning, preparation and effort. Your success will be
assured if you engage the services of a professional media trainer and marketing professional and practice
your demo again and again.
TV Cooking Segments Gone Wild!
for fun, if you'd like to see how a lack of preparation can lead to disaster then you'll want to see
these videos I've uncovered. The first disaster occurs because the chef did not anticipate that the
two co-hosts, Kathie Lee and Hoda, would do a lot of distractive talking while he was trying to prepare
food and he had no strategy to deal with the distraction. Take a look at
In the second video things go totally awry because Paula Dean does not take charge and
gives a free hand to Al Roker and creates a massive time crunch for herself. Get ready to laugh at:
One great example of a cooking segment was when Randy Lorenz, my own brother was asked
to appear on FOX-TV. Their Michigan wedding venue, The
Meeting House Grand Ballroom had won The Knot's
wedding reception banquet facility of the year award. They have one of the most beautiful non-denominational
ceremony locations in Michigan for a wedding reception. As you'll see by this clip on MyFoxDetroit.com
they did a terrific job of demonstrating their cooking expertise... after following my advice of course!
The bottom line: Great food and a great cooking segment on TV is no
accident; it's all in the preparation. Good luck!
Bonus tip: Even if you don't have a cook book but there is a food reference
or food theme in your book, you too can consider doing a food segment on TV.
About Scott Lorenz
Scott Lorenz is President of Westwind Communications,
a public relations and marketing firm that specializes in
book marketing and author publicity. His clients
have been featured by Good Morning America, FOX & Friends, CNN, ABC Nightly News, The New York Times,
Nightline, TIME, PBS, Los Angeles Times, USA Today, Washington Post, Family Circle, Woman's World, &
Howard Stern to name a few. To discuss how Westwind Communications helps authors
get all the publicity they deserve and more call 734-667-2090 or email
[email protected] For more information