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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(general blank slide)
DOWNLOAD THE PITCH EMAIL TEMPLATE HERE:
http://hubs.ly/H016QZm0
EMAIL: [email protected]
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THANK YOU!