This article will show you how to have your publicity pitches result in you being booked for interviews about you book, small business, non-profit or tech startups. It lists the key steps every pitch must have in order to be successful. You will reach a new level of success using these free, simple publicity-pitching tips.
As America’s Leading Media Pitch Coach, I stay on top of what works when it comes to landing interviews on TV, radio, magazines and newspapers to talk about your book, small business, non-profit or tech startup. Let me share what is currently working.
First the bad news. It is getting harder and harder to get your pitches noticed by producers and editors. For awhile my clients had it relatively easy to get in under the radar when pitching. This was because most people were relying on press releases to pitch the media and they did not realize that for the most part press releases are useless. No one reads them anymore. They are viewed as junk and few media outlets have the staff to sift through them.
Now people are catching on that press releases are a waste of money, and are switching to direct pitching. This has put more pressure on having a direct pitch that works to get you coverage.
The good news is that even though more people have switched to potentially a more effective pitching methods, almost all of the pitches miss their mark. New research shows that 99.9% of pitches go unopened.
So that gives you a shot at being in the small, small percentage of pitches that are opened. My clients are still scoring big time interviews in spite of the increased competition.
Here is how my clients have been able to pull off getting coverage in the media outlets.
They target their pitches to lightly covered but meaningful topics. The top media outlets tell me that most of the pitches that come their way are concentrated in three main topic areas. These are lifestyle, entertainment and tech related items.
On the other hand jobs, animals, and climate are lightly pitched topics. These angles, along with boats, military, education, and relationships, are lightly pitched but still of interest to the media.
So consider changing the focus of your pitch from one of the over pitched themes to one of the under pitched themes while keeping the spotlight on your book, product, etc. It is tricky but it can be done. More about that later.
So if you’re pitching with a heavily covered angle you need to go above and beyond to stand out. You will need to offer material their audience is interested in that are both unique and high quality in order to stand out.
· Creative angles can gain coverage. If you can find a good connection between your content and some of the lesser-pitched angles, you’ll have an easier time catching the eyes of publishers with less crowded inboxes.
· Diversify your contacts. With Producers/editors having thousands of emails to sift through each week, you may find success reaching out to some well-matched writers and bloggers instead.
Before I forget, let me remind you all of your pitching should only be done by email, any other pitching vehicle will just cause more issues that they are worth.
Oh and here is a biggie, almost every Producer/Editor I work with tells me they decide to open a pitch or delete it based on the subject line alone. This is huge, you make it or break it right there.
Lets look at two things you need to be aware of when developing your subject line since it is so so important.
1. The tone of the subject line is very important. Publishers and Producers are looking to be pitched with a line that is descriptive, specific, and above all, tailored to their area.. Telling them exactly what you have and why it’s relevant to their work trumps a provocative or catchy subject. No matter what, avoid crafting a line that looks “hyped”
2. Keep you subject line to 10 words or less. Research shows this magic number over and over so stick with it. This word range is practical from two standpoints: First, brevity allows media people to read and process your pitch idea quickly. When they’re pressed for time, they’ll be more likely to look at your short pitch than one that looks too time consuming. Second, short subject lines are less apt to get cut off in inbox’s.
This should give you some real help in developing your pitch. Just these steps alone will put you way ahead of the average pitch producer and editors see.
There is one issue you should keep in mind about pitching. Coming up with the best pitch for a book, small business, small business or tech startup can be very difficult if it is at all unique. Setting it apart, but not too far apart is crucial. That is why I developed the Quick Fame System. It comes with one on one phone coaching so we can tailor the pitch to your unique circumstances.
Now if you just want to run a pitch by me, you should look into the One Hour Media Pitch Consultation. It is also done one on one, via the phone.
Be sure to sign up for the free Special Report shown on the home page of this blog.
Email me with any questions or comments you might have. I am at firstname.lastname@example.org.
OK, thanks for staying with me and good luck with your pitching.
Edward W. Smith
America’s Leading Media Pitch Coach.