There are many ways your email to a reporter magazine or producer for a show could go wrong. The email dance is delicate, even if you do get past the initial email you wrote, to get into a second or third email chain with your intended media outlet. There are ways to mess it up then, but there is one guaranteed line you could write that will guarantee you a hard “No” from a writer you wish to write about your business.
This writing style happens all of the time. The business owner is emailing the media outlet, aka “pitching” with the big hopes that the media will write about them. The formula usually goes like this:
Overview about the company.
Why they are so special.
The closing statement.
The costly mistake is in the Closing Statement. It’s when you’re at your most vulnerable, stating exactly what you want. It’s when you say, in your purest voice: “Will you write about me?”
It’s hard to write to the media. So intimidating. It could be your life’s dream to be featured in this publication, or you could be pitching the media in order to save someone’s life or raise awareness about something life-altering. But when you type that last sentence: “Will you write about me?” you very well may get a response of: “Sure, buy an advertisement!” Or you may get no response at all.
Why Does This Statement Kill The Media Pitch?
The reason asking the reporter or producer to feature your business results in death is simple: you are asking the writer to work for you. Their boss says: “Will you write about XYZ.” Rather, their boss says: “Hey, go write about ABC and have it on my desk in 5 hours.”
The reporter needs to be hooked by your story. You need to include so many curious details, and include how timely it is. Like, the reporter has to write about what you pitched them because you showed them so many compelling reasons that are relevant right now.
Watch this video where Katie, who is a writer and does get pitched by different types of businesses, tells you why this is the statement won’t get you media coverage. When you ask someone to write about you, you are putting them to work. If you’re putting them to work, you need to pay them. That is why they are telling you to buy an ad :)
Katie has shared this insight before. But this time, it is with a Holiday theme. It brings the analogy of the Xmas or Hanukah list into this situation. When you ask for what you want, you don’t always get it. People may scrutinize your ask, think it not worth it, or alter it in some way. The Ask puts pressure on a person that can result in silence.
Of course, if you are 5 years old, caregivers may be scrambling to get you what you want. But as adults with big dreams, these asks may go over differently. That is why you are not going to ask to be covered ever again. You are going to tell them why what you need covered is so amazing; so compelling.
Your ask is going to be: “Should you need more information, let me know.” Meanwhile, you will have included a photo of what you are talking about; include what makes it very timely; and bullet points of why it is amazing.
Tin Shingle’s Pitch Whisperer
You don’t need to do this alone. It’s scary, and you may put it off. You may not send the email at all, or you may send the same one on repeat. Tin Shingle has a Pitch Whisperer Program, where you can copy/paste your email draft into our Community Forum, where Katie will review it (and other Tin Shingle members if they want to). The community learning aspect is good. Even if you don’t submit, if others do, then you can read the edit notes and learn from them.
This is a benefit of membership with Tin Shingle, one you can start using today.