Prudence Tlhale to Women Media Entrepreneurs: “Don’t Sell Airtime – Sell the Story”

Many women in media are producing powerful content but failing to monetise it effectively— often because they’re selling airtime or space instead of their own powerful brand story. That was the core message from brand manager Prudence Tlhale during a dynamic online session that offered practical guidance on pitching, packaging, and pricing for media entrepreneurs.

Tlhale was speaking during the EntreprenHer: Owning the Future of Media online seminar, hosted by the fraymedia Foundation on Thursday, 14 August 2025 as part of South Africa’s Women’s month.

“Don’t sell airtime—sell the story,” Tlhale urged participants. “You’re not competing with numbers. You’re offering value, engagement, and audience insight that no one else can.”

Her session, “Selling Your Product: Practical Sales Strategies for Media Entrepreneurs”, tackled common challenges faced by women media founders navigating the commercial side of content creation.

Purpose Before Pitch

Tlhale opened with a challenge: many media entrepreneurs are strong on execution, but weaker when it comes to articulating the "why" behind their platforms. “We’re often better at delivering the product than articulating the reason it exists,” she said. “But before you pitch to a sponsor, you need to ask yourself: Why does this show exist? Who is it serving? And what change are you trying to create?”

Without clear answers, she warned, it becomes difficult to demonstrate value—especially in a crowded and competitive market.

Understanding the Funnel

Tlhale walked the audience through the familiar brand marketing funnel: awareness, consideration, conversion, and loyalty. She encouraged media entrepreneurs to frame their offerings based on where sponsors want to meet their audience along that journey.

“Is the brand just trying to get noticed? Do they want customers to try their product? Or are they trying to build long-term loyalty?” she asked. “Your platform has to serve one of those stages. If it doesn’t, you’re just throwing spaghetti at the wall.”

She advocated for tiered offerings—pre-rolls, bonus content, live reads—tailored to specific marketing objectives.

Data Beats Hype

Sponsors, Tlhale warned, are not impressed by inflated reach claims. “Don’t tell me you have a million listeners if they’re not aligned with my brand,” she said.

Instead, she advised building detailed audience profiles with behavioural insights. “If you say you’re targeting Prudence, then tell me about her week. Where does she shop? What platforms does she use? What are her habits? Help me see where the brand fits into her life.”

Tlhale also introduced the concept of Media Repertoire Scores, encouraging participants to consider what else their audiences are doing while consuming their content—shopping, scrolling, streaming—and tailor pitches accordingly.

Make the Brand the Hero

“Your show is the bridge. Your audience is the destination. The brand is the hero,” Tlhale explained.

This framing, which she called “story-selling,” is essential for convincing sponsors that your platform can deliver results. She encouraged participants to use case studies, even when not tied to paid campaigns, to demonstrate engagement and impact.

“Did people take action after hearing your show? Did they tag a brand, share a quote, or engage in a meaningful way? That’s value,” she said.

Pricing with Confidence

When asked about pricing strategies, Tlhale advised attendees to benchmark against real costs and competitors—while remaining confident in their value.

“Don’t underprice yourself just to get in the door,” she cautioned. “But also don’t overprice if you can’t show the value. Sponsors are smart. They’ve seen the deck before.”

Short seasonal offerings often work better than long campaigns, she noted, and content should always leave room for curiosity: “Always leave them wanting more.”

She also stressed the importance of walking away when there’s a misalignment between sponsor values and content. “Don’t cause long-term reputational damage just for short-term cash.”

Relationships Build Revenue

The most important commodity in media sales, Tlhale concluded, is trust.

“You’re not just selling content. You’re selling credibility, connection, and consistency. People don’t buy what you do—they buy why you do it,” she said.

“If you know your worth,” she said in closing, “you won’t be afraid to ask for it.”

Watch the full presentation below: