Tag Archives: pitching

Pitching on a New York Minute

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“No tears in the writer, no tears in the reader. No surprise in the writer, no surprise in the reader.” – Robert Frost

Media pitching is on every PR pros’ task list. The art of writing a pitch is just that – an art. One can spend hours rewriting those three to five sentences in the hopes that their client or
company will be picked up by the journalist. Whether it’s an email pitch, by phone, or in person, strategic thinking goes a long way. So what are some tips to writing an effective pitch?

  • Be short and concise. It’s not easy getting everything you want to say into three to five sentences. This should be the rough rule for pitching by email. Anything more than a page will lose your reader. Remember, you want the pitch to lead into providing the journalist with more information. You do not need to include all the details up front.
  • Make it compelling. This is easier said than done. However, if you turn something boring into an interesting storyline, the journalist will have more incentive to pick it up. Journalists get hundreds of pitches a day. Try to be creative and catchy. Be sure to spend time
    thinking about a good subject line if you’re pitching by email.
  • Believe in what you’re pitching. One piece of career advice I’ve held with me is to make sure you believe in the client, company, or industry you’re working in. Your job will be more difficult if you aren’t invested in the outcome. You have to have faith in what you’re selling.
  • Personalize. No reporter wants to get a pitch that has been modified by only a name change. Spend the time reading the journalist’s latest articles and familiarize yourself with their topics. This will make your pitch more authentic.
  • Research, research, research. The last thing you want to do is pitch to the wrong
    reporter. Not only are you wasting your time, but also theirs. If you want to increase your chances of getting coverage, pitch to the right reporters.
  • Expect rejection. Maybe a similar topic has just been covered, or perhaps you didn’t get right to the point. Whatever the reasoning for a failed pitch, don’t give up. Go back and work at it.

What tips do you have for pitching the media? Sound off in the comments! Screen Shot 2013-11-19 at 8.48.27 PM

First Impressions Part I: Rethinking your sales pitch

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We (arguably) live in a world where first impressions matter. For some, first impressions are used as a primary judgment of character, sometimes even becoming the lasting impression. Whether or not these judgments are true to a person’s identity, we rely on them because we put a large amount of trust in our initial instincts.

In business, the same method applies. When you’re conjuring up your elevator pitch, the ultimate goal is to try to sell yourself in the best way possible. In reality, you are constructing what you want others to see as being a good first impression. In order for the sale to be made, you must convince the other party that the product they are hearing about not only is something they can use, but also worth their time.

Today, sales departments risk losing a deal simply because they lack passion in the product or service being provided. You not only need to believe that your product is the best, but you also either own it… or desperately want to own it. Many companies today fail on communicating with their target market simply by not having a connection to the product.

 If you want to sell your product, you need to be able to sell it to yourself first. Ask yourself the question: would I buy this pitch? If the answer is no, rethink and re-strategize where you’re going wrong. The product and services being bought in today’s market are those that are able to establish a connection to their target audience. 99.9 % of the time this connection is made because the people behind the face of the product are not only passionate about it, but also believe that it is the best in its class. Oreo isn’t “dunking in the dark” because they hate cookies, right?

- S.