If you can write an email, you can write a media pitch and get publicity for your small business.
When we talk about pitching the media, a pitch is simply a way to introduce a reporter or editor to you, your company, products or services.
It can be really easy, using the few sentences you already use everyday to describe your business, such as:
“We sell men’s socks by subscription, so it comes to your door like a magazine. You’ll never have to worry about the mundane task of shopping for socks again.”
Or it may need more tweaking, to appeal to what the editor writes about (start-up businesses and entrepreneurs), what their readers are looking for (organic foods, funky baby gear, wellness products and services) or what time of year you are contacting them (for their holiday guide, for Father’s Day gift ideas).
It may sound complicated, but really, just 3 paragraphs will do.
The first paragraph introduces your company and what is unique about you or your offering. Make sure you give your website or blog so they can get more information.
The second paragraph ties into how your company will help the magazine/newspaper or blog’s readers solve a problem. You can talk about benefits, outcomes or even use a testimonial or quote to get the point across.
The third paragraph calls them to engage with you. Offer your product or service for review. Or let them know what topics you are an expert at, to give them story ideas to talk to you about. You want to have an opening to contact them again, so make sure you indicate that you will be following up with them – not the other way around. Make sure you give them your email and a phone number to contact you if they wish.
As you start writing your pitch, here are a few questions to get you started:
• What’s your company and what product or service do you offer?
• What makes your offering unique? If you can’t find what’s unique about your company, the editor won’t either.
• Why will it appeal to the readership? Keep asking yourself “so what?” until you are satisfied with the answer.
• What do your customers say about you?
• What is the boldest, most outrageous or provocative statement you are willing to make about your product or service? You must truly believe this to be effective.
Never assume that your story isn’t interesting enough for an editorial. You would be shocked how often publications are looking for new stories and it’s a great way to get free publicity whether you’re just starting out or have an established business.
Write out your 3 paragraph media pitch today and send it to any media outlet you think might be interested and do let me know how you do!
Elena is founder of a technology PR agency that works with startups to billion-dollar companies. She is passionate about helping marketers and small business owners with practical publicity strategies.
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Hi Elena,
is this also a possibility for life coaches in your eyes? What kind of magazines/media would be interested in what we have to offer? And how can we present ourselves in a good, attractive way? Curious, Claudia
Hi Claudia
I actually have two clients who are coaches, and I’m a life coach myself! First of all, look around at your local media in your hometown. Think beyond your local ‘big’ newspaper and check out community papers, free magazines and free papers. Are there 3 – 5 topics you are an expert at, or can give an interview on, that would let your personality and knowledge shine?
Don’t discount the free papers or magazines – these are also read by other reporters and I have had national magazines and TV shows contact me because they read an article about my company in those free papers.
If you can write, offer a contributed article or even, a column! For example, I’m currently the ‘life coach’ columnist for a magazine called Working Mom.
If you have a particular niche you are serving, for example, lawyers – what specific magazines they are reading? Target those for an interview or article about why lawyers need a coach.
Hope that helps and thanks for stopping by.
Claudia, I seem to have missed this comment! My apologies. Absolutely – just be clear on your offering and transformation that your clients get with you and make sure you can communicate that clearly. There are lots of magazines and blogs out there covering personal development, you would be amazed if you just looked around. Of course, even the more mainstream publications are now covering ‘self-help’ so I would encourage you to send out your media pitches!
[...] Instead, you can simply tell your story to the media by writing a media pitch. [...]