I don’t know how many emails I sent to buyers, editors, and other decision makers without receiving a response. Frustrated I started talking to people in my inner circle that held influential positions. After soaking up their recommendations and experiences my response rate sky-rocked and my clients were featured in major publications such as Harper’s Bazaar, Cosmo, E-News, Sports Illustrated and other. Here the key points I paid attention to:
- Time is Money: Editors and Dicision Makers have very little time to read emails until they move on to the overflow of messages landing in their inbox. Therefore you only have a few seconds to catch their attention and explain your argument. Keep intros short and get straight to the point (Who, What, When). Please don’t write a page long essay. No one will read that!!!
- Visuals: Ever heard the phrase “a picture is worth a thousand words”? I start my pitch emails with a strong, high resolution and professional picture. For example when I’m contacting buyers I include our best-selling items at the top of my email.
- Emphasize: Highlight and/or write in bold the most important things you want your reader to take away. Not only makes this reading your email easier but your audience doesn’t have to spend much time taking notes if your pitch is of interest.
- Think for the reader: As mentioned in 1. time is limited! Be concrete and tell a story. Avoid throwing out generalization such as “I have this amazing product you have to write about” instead paint a picture why your product is amazing and attach a cool yet unique story to it. Every magazine wants to write about something they have never heard of before. Every store wants to carry items that will fly off the shelves.
- Do your Research: You need to know who you’re writing to, most articles include the author’s name so make sure you address the correct person in your email. Find out topics and deadlines. If you pitch a summer trend for a winter issue your email will be deleted right away. If you have a great story but submitted past the deadline you might have missed out on a great advertising opportuniy.
I hope this will help you guys. If you need anyone to look over your pitch feel free to send me an email Sschirru@DynamicallyBPr.com.
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