July 10, 2013
While counting on press, be it mentions in magazines, TV appearances, or endorsements from online publications, can be a dicey marketing strategy because there’s no promises you’ll be featured, that doesn’t mean you shouldn’t try to get journalists to notice our products and company. If you’re going to pitch journalists though you need to keep these 3 things in mind:
1. Know Your Audience: Just like you need to know who your target audience is when it comes to selling your product, before you send out a pitch you need to have researched who the journalist is and what topics they typically cover. Nothing will get your email deleted faster than sending information about your bacon milkshake home kit to a journalist who focuses on vegan articles.
2. Know Your Story: Sending out a pitch telling a journalists about your great new product is not interesting. They get hundreds of those types of pitches a day and yet you don’t see newspapers filling their pages with new product announcements. What makes you and your company interesting is the story behind it. Focus on the human side of your story (aka – your story) and you stand a better chance of catching journalists’ attention. Check out this article “Your Story Is Your Most Powerful Asset – Are You Telling It Right” for more information.
3. Hook ‘em Early: Your story has to have a hook or interesting angle and you need to share that early on in the pitch so that the journalist will keep reading. Ideally, if you’re sending the pitch via email (which is how most pitches are sent and received these days) get that hook into the subject line. A well-written hook will peak journalists’ natural curiosity and they’ll want to know more. For example which of these emails would you be more willing to open?
Ice Cream Company Offers New Flavor
Girl Scouts Are Key Ingredients In New Ice Cream Flavor*
Interested in learning more about how to pitch journalists and bloggers? Be sure to register the upcoming Small Food Business webinar How To Pitch Your Products To Bloggers and Media.
There are just a few spots left in this July 17th webinar. Sorry, this webinar is full!
* While these are just examples I made up, locally here in Seattle there is an ice cream company called Molly Moon’s that uses Girl Scout Thin Mints for one of their flavors. However, what makes the story really interesting is that the owner, a former girl scout herself, puts an offer out to all local girl scouts that she will buy the cookies directly from the scouts themselves so that the girls can get credit and work towards their goal of camps and other prizes. It’s a great community-focused story and makes you feel a little bit less guilty when enjoying some of the delicious (but no doubt, not low fat) ice cream.