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Content Marketing, Marketing, PR

3 Tips For Creating A Perfect Pitch

Getting newsworthy information about your business outside of your company’s bubble isn’t easy. Attracting the attention of others through advertisements and word of mouth works, but for a more widespread approach, pitching story topics to news organizations for publication can be the better option.

As you create your pitches, remember the difference between you talking about your company and the media talking about it. Journalists are trained to be objective, so any pitch that sounds like an advertisement will be thrown into the trash.

Also, journalists require an interesting, eye-catching pitch that is informative and well written. Remember that you are pitching stories to writers, so they know what they want and what’s newsworthy. In just a few seconds, they will know when you didn’t spend enough time on your pitch because they receive plenty of emails and calls each day from companies just like yours.

So as you are contemplating what you want to include in your pitch, read on to find the best tips on how to create the perfect pitch to generate articles about your business.
Do Your Research
Before you send any pitches to publications, make sure you know to whom you are writing. Even if you are writing to a large publication like Forbes or Entrepreneur, make sure you have the correct contact information. Your pitch is likely to be sent straight to the trash if you are writing to a financial journalist about your hair salon.
Also, make sure to double-check your emails before you send them. You don’t be the person who sends an email to the wrong company. Recently, Gawker received a pitch meant for The Huffington Post, and it went viral. Not only did the woman writing the pitch address it to the wrong person but she also failed to realize to whom she was sending the story. For a car title loan company story, she should probably stray from publications like Gawker because it contains primarily humorous stories and gossip.
So be sure you know your target and check that they would have an interest in the story you are trying to pitch; otherwise, you are wasting your own time and theirs.

Don’t Overdo It
Although your job is to market and pitch your product or service effectively, there is no substitute for the truth. Do not over hype your story because you can lose your credibility.
For instance, one Nike Communications employee learned that lesson the hard way when submitting a pitch for Phil & Ted’s new stroller. She overemphasized how cool and popular the new strollers were, mentioned celebrities associated with the product, and drew a synonymous relationship between children and accessories.
Sticking to the basics by laying down the facts and being honest with journalists will help build the bridge from the pitch to the published story. Giving journalists a basic understanding and grasp of the story will help you gain the respect of the journalists who are considering your story.
Pitch The Story, Not the Company
After you have chosen the right targets and do your research on the journalists’ prior work and the publication’s style, make sure you find a story to go along with your pitch. It is not helpful to just send a journalist a bunch of information about your company and services. That will bore them, and if they don’t see a possible story, they won’t care.
Therefore, create a pitch that clearly introduces you, gives a brief summary of the company, and has a creative, innovative story. Short pitches are the most effective because journalists receive so many each day. It is best to get to the point and lay out the facts. Include eye-catching visuals and an interesting subject line for the journalist to want to click on your email.
Pitches must stand out to be noticed. In order to do that, you also have to stray away from making the big mistakes that journalists hate. Do your research on the journalists you are pitching to so that you don’t waste anyone’s time. And keep your pitch short, simple, and honest. Finally, pitch a story, not an advertisement because no one is interested in giving you free advertising space.

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Kabbage Team

The Kabbage Team is here to not only fund the small business loans you need, but to help you grow your business through free marketing tips, webinars, tools and more. Is there something you'd like us to cover or want to get your small business featured on our blog? Send us a note at content@kabbage.com.

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