PR People Send The Worst Pitches. Here\'s How To Do It Right

by:INDUSTRIAL-MAN     2019-10-05
I have been contributing for two years and there are at least a dozen emails from PR people every day trying to get me to write their clients.
I have only written one so far. Why?
Because their pitch is terrible.
I bought it yesterday.
I didn\'t post the company names, but I should have put them on the blast: Hi Tom, I\'m Doris from the anonymous company.
I am sincerely writing to request you to be interviewed by the CEO of the anonymous company, a rapid prototyping tool.
If the interview content can be posted on Forbes, we can offer a big discount for all Forbes users.
And share it with Forbes subscribers. com.
As long as the user has registered Forbes.
Com has subscribed to the newsletter and so far he has a 30% discount. This discount is available to users without a website.
We will provide you with a free perception license (worth $399)
Software for anonymous companies so you can try it at any time.
We prefer the questionnaire, we will improve the answer.
Let me know if you like the idea.
Hope you are in good health!
Best of all, DorisThis is actually 99% of the email I received.
How bad they are is terrible.
So, what\'s wrong with everyone, how can you get a writer to pay attention to you?
Focus: the pitch I get seems to be just because I\'m on some email marketing lists.
These companies pay for the email list of all Forbes writers and then send the same email to everyone.
It seems productive for PR people, but it\'s actually a waste of time!
Instead, they should look for writers and publications that cover what they are trying to promote.
Sending 10 personal emails to the right journalists is more effective than sending 500 at random.
Remember, less is more.
Formal relationship: one pitch I actually use takes a different approach.
First, PR contacted me via LinkedIn and sent me a text message.
\"I like the last two articles you wrote about influencers for Forbes and hope to have coffee one day.
My headquarters in Los Angeles represent several important influencers.
I always like to communicate with people in this space.
Let me know when you have time to talk. ” Perfect!
In fact, I had coffee with my boss and we talked about the impact marketing for an hour.
They are smart and interesting people.
This gives credibility to the people he represents.
He introduced me to some of his clients and finally I wrote about one of them.
Most of the major publications are in New York or Los Angeles, so you may not be able to meet if you don\'t live in these places, but you should always try if possible.
Meetings and trade shows are great places to meet people from all over the country.
If you\'re just getting started, build relationships with local publications so you can meet writers face to face.
Think about readers: Why do readers care about your customers or products?
Will most of Forbes readers care about landscape planning software? (
I was actually arranged here. Probably not.
They should promote in the fields of landscape industry publications, software blogs, entrepreneur websites, etc.
Consider different contact details: 95% of the ads I receive are obtained via email, but the most effective ads I receive are from other channels: LinkedIn, Twitter, my blog, etc.
The short instructions on social media mean a lot more than spam because it shows you actually searched for the author.
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