using personas to improve pitching results
TRANSCRIPT
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IMPROVE YOUR PITCHING RESULTS WITH PERSONAS
Bonnie HarrisFounder, Wax Marketingwaxmarketing.com@waxmarketing
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@waxgirl333
The ProblemThe NumbersCreating PersonasPersonalizing the Pitch
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REMEMBER THE GOOD OLD DAYS?
@waxmarketing
The good old days.
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What’s changed:
• Proliferation of media outlets• Job hopping media• Content marketing
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What’s REALLY changed:
• Business people try to duplicate a consumer experience
• Forrester: 75% of people want a self-directed experience
• Think with Google: 57% get to the buy on their own
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• 4, 257, 773 blog posts posted YESTERDAY
THE NUMBERS ARE SHOCKING
@waxmarketing
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• 20% of journalists rely less on PR for stories (Cision)
• 37% say we need to respect their pitching preferences more (Shut up Cision)
AND A LITTLE DEPRESSING
@waxmarketing
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What’s the solution?
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What’s the real solution?
GO NARROW.
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Forget the firehose
• Choose fewer outlets
• Know your targets• Personalize your
pitching
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Improve your pitch to placement ratio.
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THIS IS WHERE PERSONAS CAN HELP
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So what is a persona?
• A persona is a semi-fictitious representative of your ideal customer media person
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PERSONAS HELP US GET SPECIFIC –PERSONALIZE THE EXPERIENCE.
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BECAUSE NOW WE’RE INFLUENCING. NOT PITCHING.
WE’RE INFLUENCING THEM THROUGH THEIR BUYING CYCLE.
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Media Archetypes
Blogger ProducerInfluencerOnline WriterPrint Reporter
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QUESTIONS TO THINK ABOUT
• What % of the cycle is self-directed?
• How & when do they build relationships?
• Who/what influences them?
Some demographics will help visualize your new persona.
@waxmarketing
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@waxmarketing
WHAT’S THEIR BEHAVIOR?
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JON FULTON, ONLINE REPORTER
• Writes for several tech websites
• Up super early
• Hates being pitched
• Seriously into Twitter & Reddit
• Writes latest news
• Needs to be “first” to get something
• In a competitive pitch environment
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JON FULTON, ONLINE REPORTER
Pitch Plan
• Share his stories
• Determine his influencers
• Develop his editors
• Provide a favor
• Give exclusives
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How do I get this info?
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1. LURKING
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ASKING
• Where do you find your stories?• What’s the best story you’ve done? • What are you working on?• Who are your influences?
Etc.
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2. ASKING
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LURKING 101• Observe social media accounts
• Who do they follow?
• Who do they curate?
• When do they post?
• What’s their tone?
• If personal, what are their interests?
• Read articles
• Who are their sources?
• When do they publish?
• How many publications do they publish in?
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PREPARE YOUR PITCH PLAN FOR EACH PERSONA
• Think long-term
• Reach them before you need to pitch them
• Watch them (lurk)
• Ask them
• Influence their “buying” cycle
@waxmarketing
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SUMMARY
• Narrow down your pitching targets
• Update your personas
• Personalize your pitch plan
• Measure your pitch to placement ratio
@waxmarketing