Revealing our 7 secrets for successful pitches
Writing pitches and pitching to journalists is part of our daily work for our clients. The goal of any pitch is to get as much feedback from journalists as possible, preferably positive. As a communications company, we must constantly sharpen our pitch writing skills, to be as successful as possible when it comes to pitching. We’ve collected seven little secrets for writing pitches that journalists really like to read, and how to pitch them.
1. Media lists: quality before quantity
Firstly, if you start to create a media list and put in hundreds of contacts who are only remotely related to the topic of your pitch: stop it! Rather, opt to target a few select journalists with whom you will most likely succeed. Only put contacts in your media list that you are sure will be interested in the topic. Choose journalists who have published similar articles, those you know personally, or journalists who were recommended by your colleagues. When it comes to responding to journalists, try to be friendly and accommodating so that they remember you and keep you in mind for when the timing is right. Try to really take your time with selecting quality journalists, and you will see that you will have a better chance of receiving (positive) answers to your pitches.
2. Choose the perfect timing
To make sure that many of your emails are opened by journalists, it’s important to pick the right day of the week and the right time of day to send your emails. That’s why you need to know when journalists are most active in their email inboxes. In our experience, the best pitching timeframe is in the mornings until midday, at the beginning or middle of the week. At these times, most journalists get to check their email inboxes and are not completely in weekend mode yet.
On Friday afternoons or Monday mornings, your pitch will most likely get lost in the vast amount of emails, which come in before the weekend starts or over the course of the weekend. Because of that, the chances that your pitch will be read decreases. Another great hack is to study the editorial calendars and lead times of the most important media outlets. This way you can plan your pitches way beforehand and know when to pitch.
3. Grab the journalist's attention with a catchy opening phrase and a short and succinct subject-line
You don’t want the journalist to lose interest in your email after the first sentence. Keep them entertained! Utilize the most intriguing aspect of your pitch-topic by turning it into an engaging opening paragraph. Use an interesting fact, number or quote, make a silly pun or just catch the journalist’s attention by mentioning a personal reference. When it comes to writing a captivating subject-line for your email, get creative! Use the most important keywords of your topic and grab their attention. Your subject line will later determine whether the journalist opens your pitch. Running low on creative ideas? Try using the ABC-Darium.
4. Mention any mutual connection
Let the journalist know, from the beginning of your pitch, if you have had any contact beforehand, or if you had any contact with any colleagues of theirs. Not only will they listen to your idea more carefully, but this makes you more trustworthy. The journalist might think: If they've delivered good content in the past, this topic could also be worth my time! You can never go wrong with maintaining a close relationship with journalists.
5. Show that you’re familiar with their work
You may want to offer a suitable topic that their current publications' haven't covered yet. You could mention a reason why your pitch needs to be part of their publications. Study their previous publications and mention similarities, and give a suggestion in which section within the outlet your article could fit into. This way, you show them that you are interested in the publications they’ve contributed to, and that you have an understanding of their work. The journalist will feel appreciated and is more likely to cover your pitch.
6. Show that you know what you’re talking about—and more
Make the journalist aware in your pitch that you have access to the source, and therefore more information if needed. This lets them know that you have all the necessary pieces for them to execute the story successfully. It's best, at the end of the pitch, to let the journalist know that they can reach out to you for questions, and for more information.
7. Show your passion and keep it short
Take all your obsession and energy for the subject and put it into your pitch! This makes your pitch 100 times more interesting to read! That shows the journalists that you're not just interested in landing quick coverage, but that you’re in it for the long run. Lastly, the shorter and more concise your pitch, the better. It's not just about catching the journalist's attention at the beginning of your pitch, but also keeping it. Therefore, refer only to the essential points and try to keep the interest high. We don't want to give too much away in the pitch.
While giving too much away when pitching isn't our style, we tried to share as many useful secrets for successful pitches as possible. Writing a good pitch isn't magic… it really comes down to honing your media lists, getting the timing right, using your connections, keeping it engaging, doing your research, and being passionate about what you’re pitching about (while adding your own personal spin on things).
Remember: Capture their attention, make it fun and keep it short!