How To Get Your Business on TV, Confidence on Camera & Creating a Compelling Story for Your Business with Shayne Wells

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On this episode of the Twin Cities Collective Podcast, Jenna interviews Shayne Wells of Fox 9 and recently of The Jason Show, to talk about how to get your business on TV, tips for going on camera, figuring out your story and more!

Follow Shayne https://www.instagram.com/shaynewells & www.twitter.com/shaynewellsfox9

Full Transcriptions & more www.twincitiescollective.com/conversations-with-creatives-podcast


I'm so excited because today I have a special guest, Shane wells. She is a feature reporter and producer on Fox nine Morning News. And she has also been featured a lot on the Jason show. Welcome Shane to the

Shayne Wells 0:52

podcast. Thanks. Thanks for having me. I've never done a podcast your

Jenna Redfield of Twin Cities Collective 0:55

first one. I love having first timers. It's so fun. This is definitely like a lot more professional than maybe doing it over Skype, which most people do. So it's kind of cool to be in studio.

Shayne Wells 1:05

This is a nice studio too.

Jenna Redfield of Twin Cities Collective 1:06

Yeah, exactly. And so I wanted to have we met at Ghana's mastermind, we actually both spoke on the same day. And I heard you talk about being confident on camera. And I was like, Oh my gosh, I have to have her on the podcast. So can you tell us a little about yourself and like how you kind of got into what you're doing now?

Shayne Wells 1:24

Yep. So I think I mean, as young as I can remember, I liked watching TV news. That's weird. And so I've always had an interest in it. And that's what I thought I wanted to do. And then it is what I ended up doing. So I started in Grand Junction, Colorado, the day out of college, doing the weekend weather, I had never been to Colorado or Grand Junction. And from there moved to Boise, Idaho, moved to Sacramento, and then here about 910 years ago, and I'm doing feature reporting now, which is more my passion than the hard news.

Jenna Redfield of Twin Cities Collective 1:53

What does so that means you kind of go around and do features on different businesses or people. What does that kind of mean,

Shayne Wells 1:59

I get a highlight spotlight all the fun things happening events, cool people, No two days are the same. That's awesome. So

Jenna Redfield of Twin Cities Collective 2:05

is that a lot of traveling? Or is it all in studio or it's

Shayne Wells 2:08

all in within the well within Minnesota? for this? We've gone as two hours at this point. But that's our kind of our radar range.

Jenna Redfield of Twin Cities Collective 2:17

That's awesome. So what are some of your favorite things that you've done with that?

Shayne Wells 2:22

That is always a hard question to answer. Because we've done a lot of things but just kind of a snapshot of like my life with this. Just this week alone. We started at Science Museum, and we're featuring the new Da Vinci exhibit. Oh, I knew him more as an artist. I did not realize what a creator and inventor he was. So that was eye opening. And then the next day we were in Cold Spring for a feature on our town ball team. Which town ball is so cool. It's rich with tradition. Like it's amazing. And then the towns they just welcome you these small towns, they want to show off their town. So that was really fun. met a lot of great people. And then yesterday was mermaids. So it's an actual legitimate mermaid certification.

Jenna Redfield of Twin Cities Collective 3:03

Is it like those people who like performant shows?

Shayne Wells 3:06

I think it's more that you are not going to drown if you put on a mano fin. So they teach you the basics of swimming in a moto fan. Oh, so did

Jenna Redfield of Twin Cities Collective 3:15

you get to do it?

Shayne Wells 3:16

I didn't actually do it because of all the makeup microphones and everything that we have. But I put the tail on. Okay. And I flopped around. Yeah, it was interesting. But

Jenna Redfield of Twin Cities Collective 3:27

I've always watched those on YouTube. And I always wondered like how people got into that.

Shayne Wells 3:31

He just they just started offering this and there's already 16 certified Merman. Wow, men, just men. So Wow. And there's a there's a desire? Yes.

Jenna Redfield of Twin Cities Collective 3:38

Where's it at?

Shayne Wells 3:40

This one was at the service? Jewish Community Center. Oh,

Jenna Redfield of Twin Cities Collective 3:43

yeah. I didn't know that. Oh, my gosh, that's so cool. So see, these are the those are all I'm saying. That's so cool. And you? Are you from here?

Shayne Wells 3:53

I'm not I'm from Washington State. Okay, and how did you come up with cross coming to Minnesota, when in TV news, you take jobs where they want you. So you send tapes to jobs that are appealing? the right size market, that kind of thing. And then you hope somebody calls you and most of the jobs actually, every job I I took I'd never been to the city but more and more. So you move there. You don't know anyone. And you start a new life. Yeah.

Jenna Redfield of Twin Cities Collective 4:18

And then you did you meet your husband here did

Shayne Wells 4:21

nice, which is why I've been here nine or 10 years. Yeah, you kind of signed two year contracts two to three year contracts and TV. And that's why people move on after about two or three years. So technically,

Jenna Redfield of Twin Cities Collective 4:30

yeah, that's interesting, because I think it's interesting hearing about people moving here that are not from here. It's I've actually heard a lot of conversations recently. What was your experience like moving to Minnesota? And has it changed over time?

Shayne Wells 4:44

Well, it was a little tough at first, you know, the Minnesota ice. Nice thing. That's that's kind of real. I know, people don't like to hear that all the time. But you know, it was a little hard to make friends for a while. But then once I met my husband, new boyfriend time, met his friends met some friends through that through them, it took a lot of time to feel like it was home. But now it does. That probably goes for any place that you after college age, where you aren't in the social situations that just made friends for you, for

Jenna Redfield of Twin Cities Collective 5:12

sure. And I do think I talked a lot about this a lot in regards to social media to how it is is helpful to find people that maybe wouldn't have found before. You know, they're similar to you. Do you know a lot of the other people in the media industry as well?

Shayne Wells 5:25

Yeah, I don't meet people on site like a typical reporter works. I'm not at breaking news where every station is there, and they chit chat. But when we are on site will usually strike up a conversation and everyone's very friendly. Yeah. At least in my in my experience.

Jenna Redfield of Twin Cities Collective 5:40

We're competitive. Like maybe

Shayne Wells 5:42

some people I think are not me. Okay, I don't think of what someone else does affects what I'm doing. That's true story, my own way. And so

Jenna Redfield of Twin Cities Collective 5:50

yeah, that makes so much sense. So let's talk a little bit about how TV gets made. Because I was on TV for the first time this year I was on Twin Cities Live, which was so funny. And I did not realize like how much content they have to get within those like two hours or whatever, like every five minutes as a new story. And I'm like that is so much they have to either pre film it or get a guest and it's just so much work. So how does like an idea? Start? And then how long does it take to even get to air?

Shayne Wells 6:17

You know, every every idea is different. You'd like to book out as much as possible for like what I do in my segments, we booked maybe two to three weeks out, I try because I feel uncomfortable. If I have openings one week away, yeah, it feels a little bit too tight. For the Jason show, we had two or three people booking. And we have to fill an hour show every day. So that is a ton of content. And that that took a lot of people and a lot of work. It's not as hard when you're booking for one person and to do with three lyst statement. But they book maybe a month out or so. But sometimes you'll have holes coming up in a few days and you have reliable guests you can count on, or you'll see an article, you know, or something on Twitter that Okay, let's get them in. Let's give it a try. That's

Jenna Redfield of Twin Cities Collective 6:56

a good idea. So how much of it is you reaching out to someone versus someone reaching out to you?

Shayne Wells 7:01

I would say I reach out to people more than they reach out to me. Okay. A lot of it is a lot of people pitch things that aren't really meant for what I do. And they don't know they're just blindly sending out pitches, which is

Jenna Redfield of Twin Cities Collective 7:13

Yeah, that's not good. No, it doesn't.

Shayne Wells 7:15

It makes me roll my eyes every time. Yeah, no, I don't do that kind of stuff I wish you would do before you pitch to me, because then maybe I do something with you. So I find a lot of stuff, Instagram, Twitter, people know what a pass on ideas to me what I do so friends and tell me Hey, I saw this the other day, it was really cool. You should do it. And I'll call them and we'll do it. So.

Jenna Redfield of Twin Cities Collective 7:34

So if you were to give advice. I know a lot of people listening to this podcast are probably like wanting to get featured at some point or something. Yeah. So what is some advice to pitch? pitch? It's a kind of weird word to like maybe a TV or a newspaper or magazine? How do they reach out to you? Like, what's the proper procedure that will get your attention?

Shayne Wells 7:54

First of all, just knowing who you're pitching. So if you know what I do, and you pitch in and have an idea for him, don't just be like, Hey, we have tennis here. Why don't you come out and play tennis? Why, what's, what's the purpose of that? And I had a pitch like that recently, now, I decided I would do a little digging and you know, Wimbledon's coming up and I thought, Okay, well, we can tie it into this, but that was me kind of doing the legwork for that person. So we appreciate it, you come through with an idea, then you come through with your promise, once you build a relationship with somebody, I have a lot of people I can trust. When they come to me, they know what I do. They know what I need. They'll make it happen. Yeah. And so building that relationship with people knowing what they do at the station, and googling someone's name and watch one of the reports mean, everything's online. Figure out really quick, what type of person they are.

Jenna Redfield of Twin Cities Collective 8:42

Yeah. So I think that's a really interesting way to think about it is do the work yourself, and not let you do it. So what what are the types of stories that you really like, to the future? I

Shayne Wells 8:56

always tell people we need it's it's TV, it's not print, we need visual, we need something to be happening. We need people to be there. And so that's the challenge for me. We started 6am. So we've got to get people we the mermaid, for instance, they have like 14 mermaids come out. Wow. Which was awesome. And sometimes we'll have two people come out, and we'll make the best of what we have and have fun with it. But yes, that needs to be visual, anything visual and unique. That's going to make people talk about you with the wallet. Not me. But the story at the water cooler. Yeah. That's one of those stories that yeah, that's you will remember.

Jenna Redfield of Twin Cities Collective 9:28

Yeah. And has there ever been like a fail happen? I know, you see all those news fails? What is there anything embarrassing that's happened to you?

Shayne Wells 9:37

You know, we've just sometimes people will over promise and you trust, and then you show up and you go, Oh, my gosh, and you have to you're secretly texting your producer, like, Hey, I just want to give you a heads up. I'm going to do the best I can with this. But they didn't have through. And you just again, push through, you have to do it. I fell, you know, there's that kind of sky that's, you know, it is,

Jenna Redfield of Twin Cities Collective 10:01

is because of some of it is pre recorded, right? Or is it?

Shayne Wells 10:05

I try to be live. Okay. Some of its pre recorded. But that's only you know, for instance, if we were going to be at a bar, hard to get people to come to a bar and to make that look right at 6am. So that's something you might consider taping. Gotcha.

Jenna Redfield of Twin Cities Collective 10:19

Yeah, that's interesting. I never thought about that. So let's talk a little bit about what I kind of wanted you on for which is being confident on camera. You obviously have years of experience, but how did you get started in like, deciding you wanted to go into this and have be like, I want to be on TV,

Shayne Wells 10:37

I realized that I'm in the minority and that I like cameras, and I started doing pageants, which maybe makes you roll your eyes, but it honestly made me It gave me so much confidence, I learned how to carry myself, I learned how to do an interview, I know what 13 to learn these skills was really important. I loved it. And so that's kind of how I got here. But I realized again, most people pretty when the camera comes out, they get very nervous. And so my job and hopefully whoever you're working with, is to make that person feel really comfortable, prepare them for everything. Because if they look bad, you look bad. That's true. So the goal is that you both end up looking good. We don't want people to look bad on camera. Hmm. So we will do our best. But depending on the situation, sometimes you show up, you walk out on the set, you sit down and the interview starts, you have no time to chat with the talent, don't expect to be able to chat with the talent. It's just not how it's set up, unfortunately. So that's where some work with the producer ahead of time. What questions are you going to ask? I mean, they don't always answer questions you asked, Who am I gonna be talking to? am I sitting in my standing? What's the background going to be? These things can help you not be surprised by stuff?

Jenna Redfield of Twin Cities Collective 11:44

Yeah. And I think that a lot of people haven't really thought even about going on TV, you know? Yes. Just I feel like it's something where they're like, I haven't even been on my own phone. You know, Instagram Stories is like something where I always people always like Tell me, I'm like all your other. I was talking on stories. I'm like, Yeah, like, I just don't find that intimidating, but some people do. And so, like, even just doing your own social media posts and putting even a picture out there. Like, is that something that people have, like, asked you about? Like, how do you do it?

Shayne Wells 12:13

I mean, for everything we are, we are lucky that we have cell phones that can take video. So I always tell people, I mean, it's awkward as it is record yourself answering questions that and just the basics. Even who, what, when, where why about your brand, or your product, whatever it may be your business, and then watch it. And you'll pick up a lot about yourself. Are you doing a weird gesture? Are you saying I'm in like every other word? Are your eyes dirty? we you know, is your makeup? You know, do you have like really dark black circles under your eyes? Whatever it might be? These are things that you can fix. Yeah. And that are easy to fix. Once you know you have that issue.

Jenna Redfield of Twin Cities Collective 12:51

I think a lot of people don't know that about themselves. And I think coming on to a podcast, I learned a lot about how I talked to Yeah, you know, because I always have to listen to it back and make sure it was good. Yeah. Um, so what kind of tips do you have for getting started on camera and on video?

Shayne Wells 13:08

Well, first do record yourself and watch it have friends ask you questions. There's a few things that we say practice but don't ever memorize or over rehearse answers because it comes off sounding canned. And right away for a viewer, even radio or TV is going to tune out when you kind of hear that robotic type delivery. What you're trying to do is get eyes or ears to turn to you. Because we always assume and morning TV. Most people aren't actually watching the TV. They're making breakfast they just have it on. And there might be a buzzword or something that they turned to look and what are they talking about? What are they doing right now? So don't over rehearse. That's a big one that people do. A lot of times I see a lot with PR and marketing people. Yeah, they have bullet points. And you can tell that no matter what you ask them, they're going to answer in their bullet points. And that's that you want to give a story give an antidote do something memorable that people will I saw her tell that story was amazing. Whatever it might be whatever the people going to remember from what you said, yeah,

Jenna Redfield of Twin Cities Collective 14:05

it's kind of like a job interview. It is like, I mean, if you think about I remember when I was going through job interviews right out of college, I used to like think of stories, think of like experiences you had, because people will ask you about them. So I think it is important to have those messages a little bit prepared. But yeah, not super like this is blah, blah, blah. And like the other thing, I think of a shark tank. I know when they come in with their pitches, like those are memorized, though, because they've probably and then sometimes people walk in and they like forget everything.

Shayne Wells 14:34

And that's all so that's even worse when you're trying to like, spit out a memorize. Yeah, thing. But you can tell to on Shark Tank, and that is a good one to people who it's about themselves or their passion of their business that shows through enthusiasm. And it sounds odd. But smiling while you talk to people. It's just kind of not a natural thing. When people get on camera, they sort of like their facial features drain. But if you smile, you're engaging and you're using eye contact, that's another thing that will draw people in to listen to you and pay attention.

Jenna Redfield of Twin Cities Collective 15:05

That was one of the tips on today's live that they said they said, even if you're smiling a little bit it won't show you have to smile a lot. Yep. And it makes it may look like you're over smiling. But it'll show up as like natural.

Shayne Wells 15:16

You'll feel like you're Yeah, really cheesy. But Exactly.

Jenna Redfield of Twin Cities Collective 15:19

And I did not realize that because I again, I had never been to you before. So that was it was just so interesting to me how, like the medium of television has evolved. And and now there is kind of a an element of marketing on social as well. So how have you seen that transform over time? Like, you know, probably with the social media, like Jason everything like the he's all big on social media as well. So how has that kind of factored into the TV experience?

Shayne Wells 15:47

Now, I mean, you tie those things together, you know, when I show up on scene to whatever we're doing, you put a story online, or you know, an instant story out there. You tag the people in it, they share that it's mutual publicity, that's good, in this case for everyone. So it's a great way to get eyes. There's some people that don't ever watch my stories, but they'll like on TV, but they'll see my Instagram posts, and they know what I'm doing and they see something cool. It's just another way to reach people, for sure. And I think it's interesting how that cross pollination works of the two mediums. So what is some things that you've maybe, have you ever had people come in and just be so nervous? And like, you have to kind of talk them and do it? You know? or Do people really want to be on TV? I guess that's the question I have is I think more often I have to talk people off the ledge, if you will about going on TV, they want to because they know that it's good for them and their product or brand or whatever their event. But for most people, you have to kind of give them a pep talk. A lot of times when I get on scene, I'll chat with them for a while. And then I'll tell them, hey, that conversation we just had, we're going to have that same thing on air. So it's a conversation. It's not a question and answer. It's like you're talking to a friend. And so that's what I want them to do and them to feel. So I usually it helps if you have a conversation, then you literally ask the same questions again. Yeah, because you're going to get them to answer it again. And they usually do better the second time anyway.

Jenna Redfield of Twin Cities Collective 17:18

So what when I was looking up how to like, you know what to wear on TV, what are some of your tips for that?

Shayne Wells 17:25

That's a good one. Because this I always think this is odd. I learned the hard way on this one because I was on a green screen doing traffic for a few years. And very quickly things I thought were really cute in person or horrible on air. And you know what the viewers, they let you know that they don't like your clothes. So there's that element of appeasing people. And then there's also you making yourself look the best. What I've learned it's pretty basic, is we're solid primary colors, or something kind of bright. Not too bright, but just a brighter color solid patterns. Summer, okay, but some will animate on TV, you don't know until you see it on camera. That's super distracting. You just never want to distract from your message. If your hair is in a big up to an elaborate, you know, now people are looking at your hair, they're not listening to you. If your makeup is, you know, outlandish. That's what they're looking at. They're not listening to you. So you just want to just compliment yourself and

Unknown Speaker 18:23

a lot of people,

Shayne Wells 18:24

I always say if you don't know how to dress for your body, or you have questions like Nordstrom and ever Eve, they have personal shoppers, it doesn't cost I don't know every it doesn't cost Hmm. But they will put you in a million clothes, they'll show you what works for your body. And then you'll leave in something you're confident and that's important. If you feel confident that you're going to that's going to show on camera. And then makeup. Same thing. Don't be afraid of makeup studio lights are harsh. They're going to blow you out. So go to Mac. That's what I do. They did my makeup. I watched along the way I studied it after I bought the colors they picked for me. And that's what I use. That's how I learned how to makeup.

Jenna Redfield of Twin Cities Collective 19:00

Yeah taught me do guys wear makeup to or

Shayne Wells 19:03

they should. The guys are guys do our anchors wear makeup. I think if you're doing just an interview, it's not a bad idea to grab some powder. And just at least powder, your forehead and your nose just so you're not super shiny. Again, anything that can distract people from what you're saying you don't want to worry about that.

Jenna Redfield of Twin Cities Collective 19:19

I think another thing people this is one thing I've I've I've heard from people is they're uncomfortable with their weight or size. Has that been something that you've seen people are just like, I'm too big, or I'm too small, or I'm like the insecurities that they have about themselves they're afraid to put on TV.

Shayne Wells 19:37

Yeah, I don't necessarily say that to me. But you can feel it sometimes with people. And that is again, knowing how to dress for your body. There's ways to flatter every figure. Yeah, if you know, the right thing to wear. Another thing too is just to know what your interview is going to look like. Are you going to be sitting? Are you gonna be on exposed on a chair than maybe your skirt length? Yeah, whatever would be different. If you're going to be standing, maybe you and your full body? You know, keep that kind of stuff in mind. Always keep in mind, they're going to clip a mic on you, somewhere to put the microphone will show up to an interview like, Oh, where are we going to put this? Now that's our biggest issue as opposed to what are we talking about? So these are kind of things that might just help you at least feel more comfortable in what you're doing? Sure.

Jenna Redfield of Twin Cities Collective 20:19

I do think that it does take like I was definitely less nervous the second time I was on, you know versus the first time. So I think it does take practice to can you talk a little bit about like practice makes perfect or practice makes it better

Shayne Wells 20:31

is once you get through that first one, it's like ripping off a band aid, then you've at least been there done that and it every single time it gets easier. And that's even for what I do every time I start a new type of job in TV the first few times or whatever. It's a little nerve wracking, you're not sure. Today, for instance, I had to fill in on traffic. And I haven't done traffic in months. And so it was a little unnerving for me at first just to get kind of used to that feeling of doing something different again, practice as much as you can videotape it, try different clothes on take pictures of yourself in different light. know if you're going to be in a studio, you're going to be outside your lighting will be different there and the things you can control that will make the rest of it kind of come together, as opposed to getting there and going oh my gosh, I'm on a green screen and I'm wearing green but I didn't ask or something that would throw off your interview or your timer.

Jenna Redfield of Twin Cities Collective 21:17

That makes sense. Alright, we're going to take a really quick break for an ad and we'll be right back. Hey, guys, are you enjoying this episode the podcast, make sure to take a screenshot post it to your Instagram stories and tag at Twin Cities collective and will repost it. I'm so excited to share that Twin Cities collective has a brand new one on one coaching program that takes just four short weeks. This program will educate and walk you through how to have a growing and consistent Instagram that will attract new clients sales and promote your brand or business. This program will help you to feel confident in planning and strategizing your posts creating meaningful captions and hashtags that will captivate your audience, you'll be able able to continue to post on your own and not have to hire out your social and you don't have to spend hours a day doing it. Get this dress and time spent doing it lifted off your shoulders. Today's collective is growing our Instagram to over 15,000 local followers with these methods. Interested in learning more as well as about our one session Instagram audits, head over to Twin Cities collective calm forward slash Instagram dash coaching, or click the link in the show notes to sign up for a free call.

Now back to the podcast.

Alright, we're back with the podcast with Shane walls. And let's talk a little bit about the people maybe if you're listening to this, and you have a business and you're going, Oh, I really want to be on TV. But I don't even know how to come across in a good way to put my message out there. Jane, what are some tips that you have for talking about your business or your message,

Shayne Wells 22:54

it's kind of goes back to something we talked about before, which is have a story or an anecdote, because that makes it memorable. So when I arrive to a story, I usually it's one of the first thing to say why did you start this? What's the reason behind it? And then they'll tell me their story. Based on that I may fish for more information to try and find that gem, if you will that moment of Oh, that makes sense. Or Wow, I get why they did that. And so then I'll tell them, I literally tell them say that that's the answer. Use that.

Jenna Redfield of Twin Cities Collective 23:23

It's kind of like a what's it called sound clip where it's like the best part of the

Shayne Wells 23:27

best bite you're always looking in no matter what, who I'm talking to, you're always looking for that bite that sound bite of gold. And then if they hit it, I'll tell them like, that's perfect. Make sure you say that. And if you don't, I'm gonna ask the question. That's the answer. Yeah. Because I want to make sure they have that moment.

Jenna Redfield of Twin Cities Collective 23:42

So when people are getting ready for an interview, I did not realize how much I would be working with the producer when I went on. And there's a bunch of producers, it's not just one. So I had I was kind of assigned a producer. And I've worked with her now both times I went on so how does that relationship work? And then how is your relationship with the guests as well?

Shayne Wells 24:02

For me that they never really work with the producer they only work with no, but if it's a show like Twin Cities Live at the Jason show, you'll have a producer, that's the person you'll ask all the questions to Don't be afraid to ask them anything that you're worried about. I mean, even little things like location, when nor do I go and I think that will park the nerves and a yes, the nerves and anxiety from coming from other parts of your trip and your journey there.

Jenna Redfield of Twin Cities Collective 24:27

Yeah, that's really interesting. So let's talk a little bit about kind of getting to the core of your message. You talked a little bit about like kind of digging into the no two minutes. It's not a 30 minute, you know, thing about you how do you stop from droning on and on and I know that the you can probably stop someone from talking by like interrupting them with their hate doing that. Yeah.

Shayne Wells 24:48

I have to. And sometimes that's what happens. I think part of this, if you know you're going to go on a show, and you're going to have three minutes. And I always tell people, you have three minutes. Now it's not all your three minutes. Yeah, it's a conversation. So it's if you want to get into the thick of it, you need to make sure your answers are concise and to the point. That's where eliminating filler words is important. If you watch the bachelorette, which I do know everyone on that show says like 114 times and by the time you're done with a sound bite you're going What was that about? Because it was so diluted by all the extra junk words and eliminate those that comes with practice. Even me when I say and I do it. As soon as I say an Amara like I actually almost like recoil like, I know, I'm like, Oh, you just said I like to send like, see more time. But eliminating those. And then knowing your sound bites should be honestly 30 seconds or less closer to 15 seconds. If you're taped interview and you're going to be it's going to be cut up and put in a story. You won't get more than 15 seconds unless you're crying. Or it's a really emotional moment. So you have to have concise 15 second answer. And if you continue to drone on, unfortunately, people tune out. And you just never get to anything more.

Jenna Redfield of Twin Cities Collective 26:10

Yeah, I think that I learned how fast it goes. It's five minutes, but that you only get to talk for Yeah, like maybe a minute.

Shayne Wells 26:18

No panic like a wolf three minutes long time. It's not trust me when it's over. Every single person goes, wow, that was fast, huh? You have anchor chit chat. You have me talking, you know, it all eats away at what you're doing.

Jenna Redfield of Twin Cities Collective 26:30

That's why I think it's so helpful to go on social media and like Instagram stories because you get 15 seconds. I feel like I've gotten really good at timing myself and knowing how long 15 seconds is, you know, so getting a practice that is

Shayne Wells 26:42

and that's that's one thing, even know how long it takes you to talk for three minutes, see how many questions you can answer and then know that you're not going to get all that time. I have a three minute clock in my head. I know when you minutes without anyone telling me? Because I'm so used to doing that every day. Yeah. So I know when we're coming up to the end, don't ask me more questions or cut him off? I will Yes.

Jenna Redfield of Twin Cities Collective 27:00

Do you ever have anyone that like refuses to go like they want to be on camera, but they won't. So they have somebody else go on their place or something?

Shayne Wells 27:09

Yeah, I don't like that. Because when you have a wrap a PR marketing person, the passion isn't there. Some people are really good. I you know, some are fine. But you always want the person who is truly created this product or who's affected by this because they're going to have the emotional portion of it. You can't make that you're not an agony. And that's this, they should be telling their story. Yeah.

Jenna Redfield of Twin Cities Collective 27:34

So this is a question actually I have, we don't have twins. This collective doesn't have a physical location. We don't have like a physical product, or really service. It's kind of more like in the air. How do we like get a spotlight? Like if you don't have an actual location visit or a product you're selling? Like? What are some stories that people can have without having those things?

Shayne Wells 27:56

Well, with this, I mean, you could invite somebody Yeah, here and behind the scenes of how to make a podcast and most people I think, at this point in time have listened to podcasts and understand them have no idea how they work, or that a lot of people share spaces. That's true. I'm there's some interesting things to it could be a behind the scenes of a podcast or a day in the life of type of feature. Yeah. Or it's like you having me on? And then maybe the station wants to feature this to mutually, you know, get it out there. Oh, interesting.

Jenna Redfield of Twin Cities Collective 28:28

Yeah. Because I've tried to think about it because I, when I reached out to the Twin Cities Live, I was like, I'm trying to like think of what I could talk about. But I mean, I did ended up talking about Instagram tips. That's kind of what I, that's what I teach. So I was like, I'll just show that too. But I had to think about it because I mostly teach business owners, but the general population is not business owners. So I same with the news. Like, you have to think about Okay, if someone has never heard of this before? How do I explain it in like elementary terms? So how do you? How do you know like what you you think people will be interested in even

Shayne Wells 29:02

watching, you don't know what is going to click with people, we do try to keep it broad for me. That's why I always say the visual portion for what I do is super important. And actually with what you do, that's the challenge sometimes even when we'd have people on the Jason show, it's okay, well, what can we show? Because you don't want to just look at two people sitting for five minutes, you know that you want there to be some type of you. We could show Instagram videos, we can show pictures. Gotcha. We can make graphic thing.

Jenna Redfield of Twin Cities Collective 29:28

Yeah. So what is kind of the demo? Like, I know, there's different demographics, probably for Fox nine, then there is like Jason Joe, like, who's kind of your audience.

Shayne Wells 29:37

So that's an interesting thing. If you're ever going to go on a show, or you want to pitch a show, you can ask them, okay, we all have our demographic information. And we have a whole packet that we can send out. And some people do reach out and say, Can we get your demographics, they want to know what their pitching is going to work for us. Generally, news is a pretty broad audience and you hit it on the head, you know, you want to keep your message broad and remember them. Nobody is an avid golfer or a scientist in whatever it might be. We always tell people, I don't know if this is still the rule, but it was back in the day it was talk to your audience at about a sixth grade level or think of that. Summarize things down to that level.

Jenna Redfield of Twin Cities Collective 30:15

Yeah. And I think with me, I struggled because my audience is weird. I have mostly like 20s and 30s are like the people who really follow me on social but the ones that need the most help with social are probably 40 Plus, okay, so it's interesting. So like today's live, their demos are a little bit older, I would say like, over 50. And so that was interesting to me. I did get a couple new followers, but I'm like, maybe a lot of them aren't on Instagram at all. So that was interesting for me to learn is that maybe if I was on TV, or something like it would be people that are like in their 20s that are watching, you know, I have no idea.

Shayne Wells 30:51

on the time of day that you're on air, the Jason show airs at 10am most people are working on am so you kind of assume it stay at home mom, it's a mom's on maternity leave its grandparents. You know, in the summer, it's teachers. So your audience might be skewed by what time it's on it 4am you're getting the end of the overnight shift people and those who work those really early morning hours. So every hour of news, different audience. So that's an eagle looking to to and say I think this would work for me because my product or whatever it is affects this type of person.

Jenna Redfield of Twin Cities Collective 31:26

Yeah. Do you recommend when you are pitching to all these different? You know, I don't know, how many should you pitch do? Should you pitch to everyone? Should you just pitch to one and do it? You know? And like what? What's kind of the route that people take

Shayne Wells 31:38

people usually pitch producers, which is not a bad way to go. But I think if you have if you know of a reporter that maybe either you respect you really like the reports you'd love them to do your story or someone who does the types of stories that you fit into. Like for me for feature someone you know, the the gal who emailed me about Mermaid, she saw me on a sailboat for a live shot and said you should try this. I was like, Sure. Let's do it. I mean, that's how simple that was. Yeah, it struck a chord. But yeah, yeah, I think you should email the producer, and maybe a reporter or two, depending on I wouldn't email everyone. That's annoying.

Jenna Redfield of Twin Cities Collective 32:13

Yeah. So I don't know if you know this, but we just launched our own, like online YouTube series where we travel around Minnesota, hey, kind of kind of do what you're doing, but more from a social media angle and like, kind of testing out and we're only going to be on YouTube and stuff. Yeah, we've done two episodes. But it's been interesting to figure out like what people are interested in and want to see. And it's interesting with the travel aspect, because we got to film it on like one day. So what is that? If you are filming on location? Do you just go there and come back? Or do you try to do a lot in that area,

Shayne Wells 32:46

we go there and come back. But we set up? I do for live shots every morning. Okay, so I set up every LIVE SHOT location, then you know, ahead of time and so then we just hit on

Boom, boom, boom, boom, and

that one city and then okay. They don't like to provide hotel. And we have a gear that we have to bring back to the station. So we have to do it all in one

Jenna Redfield of Twin Cities Collective 33:08

gear. I, I went to film school actually in LA, and we had to shoot in, I think it was one of the like, big parks there. And we had to carry up all the equipment that you don't think about that stuff. You know, I'll know

Shayne Wells 33:20

actually, when I started in college reporters had photographers, and then I graduated. And it was a one man band it was turning over. So reporters shot and edited all their own work. So I did that for many years. It was very challenging. Yeah,

Jenna Redfield of Twin Cities Collective 33:35

that sounds like now it's kind of gone back to or not.

Shayne Wells 33:39

It depends on your market, the bigger market you're in, the more likely you'll have a photographer but I worked at 11 and shot my own work. When I first moved here all

Jenna Redfield of Twin Cities Collective 33:48

that like a lot of people don't think of No, I would assume you're just the on air person. And then they have like a team.

Shayne Wells 33:54

Nope, you do everything.

Jenna Redfield of Twin Cities Collective 33:57

Shoot, cuts pictures story. Yeah, that probably brings out a lot of different parts of your skills, then you know, you have to learn all those skills. How did you leave and learn how to do all the other stuff? I think

Shayne Wells 34:08

that's the problem is you typically if you're a photographer, that's what your your specialty is. And if you're a reporter, it's writing, writing the story. So when you put all of that on one person, you feel like your photography, your photojournalist skills suffer, or you're listening and reporting skills suffer because you're worried about is the microphone. Okay? Is there lighting? Okay? Did they move out of the shot? But I'm still having to ask you questions, but I'm also watching the camera. It's and then you're driving to the stories. So you don't have time to call make calls while you're doing it. It's very challenging. Oh, my gosh,

Jenna Redfield of Twin Cities Collective 34:41

what did? Okay, this is probably my last question. Because I feel like I keep asking all these questions. What are the hours like for you? Because I know it took a while for us to get together. Because I know there's so many there's so many breaking stories, and you don't even know what your week looks like how What does and you have kids too. So how does that all work?

Shayne Wells 34:58

I think right now I have a great schedule for having a family. I do get up early. So I start around 430 is when I get up. And you know, we're out at our story by 6am. But I am able to pick up my kids from school every day at one night. So that's a really cool bonus. I don't ever drive in traffic. Another great bonus. But I'm usually tired. And that's the problem with this industry. No one really works with norm. There's no such thing as normal hours. I've worked weekends. I've worked overnights and I'm just happy to be a Monday through Friday right now. Nice. That's awesome. That's a win

Jenna Redfield of Twin Cities Collective 35:28

history. So yeah. And do you think you'll I don't know what the future holds for you? Do you want to? I know you probably want to stay around here because you have a family around here. What's kind of your maybe dreams in the future?

Shayne Wells 35:39

Well, when I moved when I got my first job at Fox nine, I was a writer. And I've kind of worked through a few different jobs. And I always thought the gal who had the job I have now and my Roscoe I always thought she had the dream job. And so when she left last year, I was like, there it is my dream job. And then I got it. And so right now, I'm very content. I started this in March. So it's still fairly new. And I don't know what my next goal is because it was always I want to do and now I'm doing it. Awesome.

Jenna Redfield of Twin Cities Collective 36:09

That's amazing. I feel like there's so many like things happen for me. Like I never thought I was gonna be a podcaster. But you're right, exactly. Like but this sometimes I'm like people and I think in college, they asked me Oh, what are you going to do after you graduate? I'm like, you know, I don't think it exists yet.

Shayne Wells 36:24

That was my answer. You were right?

Jenna Redfield of Twin Cities Collective 36:26

I was and I was like, I don't think that like what I want to do has like, become a thing yet. And I'll maybe I'll invent it. I don't know

Shayne Wells 36:33

that going into film school to that can go so

Jenna Redfield of Twin Cities Collective 36:35

rideshare it did, I ended up? Well, I went to school for the production side. So I went for video editing. And then my first business was filming weddings. So it kind of and I did not expect to do that. And that was what got me into entrepreneurship. So that's kind of like how I started my own business. And then I was like, Oh, this is I like the part of building a business better than actually doing the business. So like, let's, let's focus on that. So that's kind of how it Yeah. And so now like my favorite part about running businesses growing it and growing the following growing, the marketing, and I'm just it's been kind of interesting to learn what I like to do. So it's cool. Well, I think is there anything else you want to leave our audience with any last tips about, you know, being on TV or being on camera?

Shayne Wells 37:18

Oh, goodness, just as much as weird as this sounds as much as you can have fun and it depends on your subject matter, obviously. But if you can have a little fun and a little lightness and a little personality to it. It'll it'll all be fine. Just

Jenna Redfield of Twin Cities Collective 37:33

like people aren't like staring it down. You know, they're not like going to tweet at you

Shayne Wells 37:38

know, and people always worry about little flubs here and there and like no one cares if you flub we all flub, we're all yeah, it's Did you deliver a moment that was memorable?

Jenna Redfield of Twin Cities Collective 37:46

Yeah. My favorite part about being on TV was telling people is going to be on TV and people like tweeting me and my son. I guess I used to like, even my friends that are not in this industry at all that like know nothing about what I do. They're like, Oh, I know you're on TV. That's something that people know what that means. So that was kind of cool. So awesome. Well, thank you so much for being here. I'm so glad you were able to make it. How do how do we find you on I think you don't have a Facebook. But you have Instagram right? I mean, people can

Shayne Wells 38:13

I have Instagram that Shane wells and Twitter's Shane wells Fox sign

Jenna Redfield of Twin Cities Collective 38:17

Shana? Why? Oh, yes. And I'll put all the show notes in the episode. So thanks for being here. Yeah. And I'll see you all next week.