When CBS chairman Bill Paley decided in 1968 that the network should create a serious news magazine, he turned to veteran journalist Don Hewitt to develop the show.
Hewitt assembled some of the toughest journalists he admired – including Morley Safer and Mike Wallace – and he gave them this simple instruction: “Just tell a story.” Then, Hewitt, who was Jewish, went a step further in his illustration. “Jesus spoke in parables. Good storytelling will always be remembered.”
As long as Hewitt oversaw the show – for 30 years – the storytelling was superb. Daddy and I watched it every Sunday night and I was captivated by radio-trained deep voices and the way they built a story.
My husband, John Tinker, is a television storyteller, too. He won an Emmy for an incredible episode of the NBC show, St. Elsewhere. It was a two-parter called “Time Heals.” Unless the phone rings and someone says, “We want you to run a show and write it” – which does happen on occasion – he has to go in and pitch an idea to a network or cabler.
He HATES to pitch. Tink is a genuinely humble person who is uncomfortable telling executives around a table that he has a great idea for a show. He feels he is bragging and bragging is one thing he NEVER does.
I view it differently. I believe that if you have a great, sound idea for a television show or a movie, that it is a win situation for everyone. The higher the number of people who read or watch makes money for the supplier.
Pitching an idea has always come naturally for me. I remember the first time that I was ever on the firing line. My agent, Richard Curtis, had suggested that I write a book about Southern women. I wrote an outline and the response from New York publishers was immediate and enthusiastic. Richard, who was first to recognize the importance of digital downloads and has written a book about it, called me.
“Come to New York and meet with all these publishers who are interested. Lay some of that Southern charm on them that you use on me all the time.”
Two weeks later, there I sat on a sofa surrounded by Random House executives across the coffee table. The top editor, who wanted the book, said, “Tell us why we should buy this book.”
It wasn’t a question I expected and it was an unfamiliar circumstance for a girl who grew up on Rural Route One in the South. With another skyscraper looming out the window behind their backs, I took a beat then launched into a spiel. It was not planned. I spoke from the heart with true enthusiasm.
One thing, I remember saying, was “If this book sold only in the 11 states that define the South, it’d sell a hundred thousand copies.” Then, I told a couple of stories.
When we left the office, Richard Curtis, whispered, “In all my years of doing this, that was the best pitch I’ve ever heard.”
With that encouragement, I rolled, improving with every meeting. My proposed book ended up in a four-day auction among publishers. After 20 years, it is now in its 45th printing.
When Tink and I were friends only, he called and glumly explained that he had to pitch a show at a network the next day. The show idea was terrific.
“I’m terrible at pitching,” he complained.
“All you have to do is tell them a story. Don’t pitch.” He listened intently as I explained.
The next day, he sat at a table with several executives. He said, “Let me tell you a story.” He began with the character’s name and her background.
As soon as he was out of the meeting, he called. “It was wonderful! The moment I started storytelling, they all leaned in and engaged.”
Just tell folks a story. It works.
Ronda Rich is the bestselling author of the Stella Bankwell series. Please visit www.rondarich.com to sign up for her weekly newsletter.