jami oetting - how to pitch editors without making them want to die

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HOW TO PITCH EDITORS WITHOUT MAKING THEM WANT TO DIE

Jami Oetting

Editor, Agency Post | HubSpot@jamioetting

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PR PEOPLE SUCK

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PR PEOPLE SUCK

PR PEOPLE ARE ANNOYING

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PR PEOPLE SUCK

PR PEOPLE ARE ANNOYING

PR PEOPLE ARE USELESS

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PR PEOPLE SUCK

PR PEOPLE ARE ANNOYING

PR PEOPLE ARE USELESS

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70% of publishers are open to getting pitched ideas that fit

their beat.

Source: Fractl

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PR PEOPLE HAVE A JOB TO DO

PR PEOPLE WANT TO BE HELPFUL

PR PEOPLE CAN MAKE YOUR LIFE EASIER

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LET’S BE FRIENDS

… and realistic

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Editorial voices are outnumbered by public relations

professionals by almost 5:1

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It’s easy to ignore both the good and the bad.

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Can you post my blog?

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I would really appreciate if you could intimate me with your

decision.

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I know you’re busy and all, but could you RESPOND?

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HOW TO PITCH EDITORS

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BORING

GENERIC

WORDY

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EXPLAIN WHY AN EDITOR SHOULD PAY

ATTENTION TO YOU

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HAVE A POINT OF VIEW

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What’s your company’s point of view? What differentiates it from competitors?

What YOUR point of view? What have you taken a stand on?

Is it memorable?

Be Bigger Than Your Business

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DON’T TREAT EDITORS LIKE THEY’RE YOUR CUSTOMERS

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How to Build a High-Growth Company

Why Recruiting Is Important to Your Business

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How to Build a High-Growth Company

Why Recruiting Is Important to Your Business

How to Build a High-Growth Company With No Managers

How to Recruit the Best Candidates Without Ever Meeting Face-to-Face

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FOLLOW THEIR RULES

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• Cite your sources.

• Fact check.

• Provide helpful links to outside resources.

• Disclose conflicts of interest.

• Highlight the conflict.

• Tell a story with voice.

Follow journalist best practices

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BE HELPFUL, NOT BOASTFUL

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At HubSpot, we believe that true insight…

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Editorial content that offers in-depth insights is the most influential content

type during the purchase process.

Source: Skyword

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WRITE A SUBJECT LINE THAT’S NOT A SNOOZER

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85% of writers open an email based on its subject line.

Source: Fractl

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8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest.

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Blogging is not the future. HubSpot’s CEO details 5 reasons why. [Guest Post]

How meetings are going extinct at one company [Interview Opp]

85% of publishers are not ready for mobilegeddon [New Research]

Simple. Clear. Compelling.

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DON’T TREAT EDITORS LIKE CONTENT DISTRIBUTORS

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Do you have any ideas?

Can I write for you?

What topics are you interested in?

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MAKE IT EASY TO READ

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45% of writers want pitches to be less than 100 words. 43% want them to be less than 200 words.

Source: Fractl

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• Use bullet points.

• Bold important pieces of information.

• Link to more information: videos, images, product tour, demos

• Keep paragraphs short.

• Put the most important information at the top

• Try a short and longer version – TD;LR

• Avoid jargon: game-changing, revolutionary, disruptive, paradigm, holistic

• Attach press releases or include them at the end.

Write like people read

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MAKE EDITORS FEEL SPECIAL

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BUT NOT TOO SPECIAL

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• Assume they read it.

• One follow-up email is enough.

• Don’t call.

• Don’t DM your pitch.

• Ask if they would prefer it in another format: image, video, infographic, guest post, etc.

Be polite.

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1) Explain why you matter.2) Highlight your point of view.3) Treat editors like industry experts. 4) Don’t be salesy.5) Be helpful.6) Write a compelling call to action.7) Take ownership of pitching.8) Send pitches that are clear and easy to read. 9) Compliment the editor.10) Respect the process.

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USE THIS TEMPLATE!

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DOWNLOAD THE PITCH EMAIL TEMPLATE HERE:

http://hubs.ly/H016QZm0

EMAIL: joetting@hubspot.com

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THANK YOU!