There are many things you can do inside your own circle of influence to promote your business, product or service. You can post on social media, write regular blog posts, update your website and make time for in-person networking. If you want to expand beyond the possibilities in your personal sphere, however, you need a different strategy. Perhaps you want to appear in a magazine, a newspaper section or a circular’s list of the Top Ten products. Maybe you would like a media professional with clout to review your product or help spread the word about your service to his or her wider circle of influence. Maybe you have your sights on being on a television show or radio program. Three Girls Media & Marketing consistently obtains this kind of professional media coverage for our clients. Here are our strategic insider tips to help you get the press placements you seek.
1. It all starts with a “Pitch.” To get media coverage, it requires a professional, polished and strategic approach. Almost every single press placement in the media today started with a “pitch.”
2. What is a Pitch? “Pitch” is the industry term for a written introduction, usually an email. Fundamentally, it is a request. You are asking for someone in the media to do something for you. You are asking him or her to help you promote your business in a professional manner. Keep in mind that you are trying to sell the reporter on helping you with your need. How is it best to do that?
3. Keep it Brief. Media professionals are inundated with pitches every day. The Internet makes it simple for anyone to bombard them with words, many not carefully crafted, so the competition for their attention is fierce due to sheer volume. How will your pitch rise to the surface? Consider what you would rather read: a full page of solid type, or a few brief, concise paragraphs? Keep your audience in mind as you craft your pitch. Never exceed four brief paragraphs; two paragraphs will often suffice.
4. Write a Compelling Subject Line. Your pitch starts in the subject line of your email. Grab the reporter’s attention here. Don’t use special characters, smiley faces or other cute tricks. Be straightforward and to the point. Four or five words are usually sufficient for a subject line; anything more may be overkill.
5. Keep Their Attention. Strive to keep the recipient’s attention through the first sentence of your pitch. Let them know why you’re writing, and why they should care. Why is your service or product important, timely or different? If you can quickly and concisely convince the media professional that their audience will appreciate knowing about your product, that is the win-win situation most are looking for. Media professionals are only interested in things their audience will like and respond to. Tell them very clearly how your product or service will provide that.
6. Keep Their Attention By Deliberate Omission. Don’t include everything under the sun about your product, service or cause. Whet the reporter’s appetite so they want to learn more. If they do, they’ll definitely contact you!
7. Keep it Real. People love tangibles and samples. Be sure to include an offer of free samples, if appropriate. Definitely include a link to high-resolution images—at least 3×5, and 300dpi inside the body of the email. Dropping a few low-res images into the body of the email can be helpful too, especially if your product is visually striking. Links to your website or product pages are critical. Test links to be sure they work before you send the pitch.
8. Other Critical Elements. Make sure to include your contact information, phone and email. NEVER send attachments. They will likely get filtered to spam and you will have to reproduce your efforts, wasting time, energy and money.
9. A Pitch is NOT a Press Release. . . . although the two are not necessarily mutually exclusive. Remember, a pitch is a request for help, for exposure, for attention. A press release is a news announcement. If your request for exposure coincides with some important news, then include the press release below your brief pitch summarizing the news (see how to format a successful press release in last week’s post). Again, include it in the body of your email, NOT as an attachment.
Special Offer: Three Girls Media & Marketing Inc. loves working with small and emerging companies to raise their brand awareness and name recognition. We offer a complimentary 30-minute phone consultation. Email info@ThreeGirlsMedia.com to make your appointment today!
Photo Credit: Will Folsom