As an entrepreneur, pitching your product or service for press coverage can be a truly daunting task.
I’ve been on both sides of the playing field as an entrepreneur who launched an accessories line, and as someone who runs a website that reaches two million female millennials a month.
From the Chip Chick side, I get completely flooded with dozens upon dozens upon dozens of emails every single day from entrepreneurs and PR firms looking for me and my team to write about their offerings, and I definitely have some dos and don’ts for you on writing the perfect email pitch to increase your odds of successfully securing press coverage.
Come Up With A Catchy Subject Line
If you have a catchy or unique subject line, you bet I’m going to open the email. If it’s boring, baseborn, or predictable, I’m definitely not opening it, and I’m definitely not alone in saying this.
Email subjects are the fastest way for me to sort through my inboxes and therefore cut down on what easily could be a waste of hours of my day I won’t get back.
Also on this note, don’t you dare send an email without a subject line. Not only is it wildly unprofessional, I’ll delete it in a heartbeat without even opening it if my spam filter hasn’t already done so.
Keep It Short, Sweet & To The Point
You would think this would be obvious, but keeping an email pitch short, sweet, and to the point is seemingly a lost art.
The faster you can convey what exactly your product or service is and what it has to offer, the better.
Nobody has time to read a novel and I certainly only read them on my vacation time, and you’re going to lose someone’s interest and attention quite quickly if you think this is the way to go.
Cover your who, what, when, why, where, and get out.
Personalization Is Key
Welcome to the internet, where it takes ten seconds for you to look up the name of the person in charge of the media company you’re pitching to.
Take the time to do that and then start your email with “Hello Katie”.
Don’t be generic, don’t send out any mass emails, personalize what you do.
Use Data To Back Up Any & All Claims
If you’re making any claims at all, make sure you have data to back it up.
Yes, you can succinctly include this in the email by simply hyperlinking your source of data to where you are making your claim.
Don’t List Out Other Press Coverage You Have Secured
Don’t list this out in your email. You’re not impressing anyone.
Except maybe yourself, and it shows.
If You’re Looking To Get Product Review Coverage…
Do not say you require a media company or publisher to comply with x,y, and z in order to send a product to review and then have potentially included on a website.
For example, if you say you need them to take 5 photos and write 500 words for you to send a product, actually scrap that, if you have any demands at all guess what?
What you’re looking for is actually called sponsored content. Look it up.
Don’t Offer To Hop On A Quick Call
Just don’t. It’s highly obnoxious and nothing turns me off faster than this exact phrase.
It also makes you come across as pushy, and that’s not how you want to be if you want to relate to someone and get them interested in what you have to offer.
Instead, end your email with “thanks so much for your time and consideration” or if you must, “please feel free to let me know if you have any questions or need anything”.
Follow Up Sparingly, Like Only Once
Follow up sparingly to your emails, like only once (and ideally not at all).
Anything more than that is unnecessary and obnoxious.
If someone didn’t get back to you, they’re probably definitely not interested, and that’s ok. Move on.
You will find someone who is interested, especially if you keep all of the above in mind when crafting your email pitches.
Pro tip: DO NOT under ANY CIRCUMSTANCES proceed to stalk anyone on social media to follow up about your email pitch, or to continue trying to pitch them.
Bre is a female millennial go getter residing in New York. One part entrepreneur, one part geek, she obtained her degree in Textile/Surface Design from The Fashion Institute of Technology.
She has held some exciting roles in both fashion as a designer working for brands like Victoria’s Secret and Henri Bendel, as well as in ad tech working for publishers like Ziff Davis.
Today she operates her own luxury label and is also the Chief Chick at Chipchick.com which reaches millions of women each month.
Bre is passionate about keeping women informed of the latest technology trends and products to improve their lifestyle and believes in providing real, useful information and advice to her readers.