How to Craft an E-Mail Pitch to Media
Your business is in a good place now. You’ve reached sales and may need more. Or you probably are in a moment where you need more recognition for your expertise and reputation for being that awesome brand or entrepreneur. You’ve done research, and now you’re ready to pitch.
Sending a pitch to media can be a little overwhelming when you have no direction. That is why it is important to build your media list accordingly and strategically to focus on your main objective.
For instance, if you are promoting a community event, then you are likely to connect with your local TV radio stations, community newspaper and broadcast TV stations. Let’s say you are a healthy juice company looking for new customers. This is perfect to reach out to food blogs, or even health and wellness niched ones that possibly focus on eco-friendly products. The key here to to start with a quality list with media outlets relevant to your objective. Yes, Vogue, sounds amazing. But if you are an new upcoming clothing line focusing on children’s wear, maybe it’d be more effective to focus your outreach to mommy bloggers instead.
You have to make it easy for reporters, producers and editors to see the perfect fit and how your product can fit into their publication. If you pitch the right person, you’re making it so easy. With additional assets and expert quotes from yourself on behalf of your company or brand, then the story development process will be much easier. Write the pitch you want to read about yourself.
I pitch journalists all day and have been through it all, sent things on accident and have gotten great and not so great feedback. Here are five tips when crafting your e-mail media pitch:
Never send the same pitch to all of your contacts
It is important to tailor your e-mails, and yes, that means customizing it to the point where you address their names (correctly spelling names at that). Rookie pitches are sending mass emails to multiple people at the outlet. 411 here…that is NOT what you do. Instead try to pitch a reporter or editor that has written similar pieces on your product or brand. They will potentially be the person writing about you, so make sure they are also not adversary or bashing.
Connect your pitch to a current trend and important tidbit or fact
Lead your pitch note with statistics concerning an issue or a recent trend happening on the news. You have to understand that there are certain elements to newsworthiness and that includes the timeliness, prominence and impact to name a few. What is going to catch people’s attention, yet alone the editors?
Try to make your pitches as short as possible
One of my pet peeves is reading a long e-mail only to find out the important thing at the end. Keep pitches short. Lead with an introduction and current trend, then announce or talk about the story idea in two or three sentences. Have a press release? Link it, don’t paste it. Have photos? Wait. Mention that you have assets then upon request, send samples and photos afterwards.
Quality over quality story angles
You have to really know what you want as far as publicity. Most fashion blogs will do a product placement, which is literally including your product in a listicle or ‘Best of’ type of piece. But understand, there are different ways to pitch your brand. Remember there is also a business and brand story to tell. When pitching that angle, focus on what makes your brand unique. How did you begin your business? What sacrifices did you have to make or lessons learned? Sometimes these stories build more credibility and confidence in your brand, than just a product placement in a magazine or influencer wearing it.
There’s an art to pitching and following up is key. Don’t assume they read your initial pitch the first time. They get pitches all day, everyday. Sometimes they may even be left unread. I like to do a mix of email follow-ups and also calls. While cold calls are not everyone’s favorite, it can actually be more faster and better. Re-introduce yourself and have your pitch ready. You only have 30-seconds to wow this person. When over the phone, reiterate that you can send details via email and that you are open to brainstorming other ideas. Even if you get a ‘no’, having feedback is important.