On an average, a tech journalist receives 80 to 100 press releases every day from people looking to get press coverage. 85% of them open their email based on the subject line, based on a survey of 500 writers and editors by BuzzStream. If you sail through that, a journalist won’t spend more than one minute reading your pitch email because 88% of writers prefer a pitch to be less than 200 words.
A direct, concise, descriptive and relevant pitch holds a good chance of getting press coverage. And as a mobile startup, press is your best source of organic traction and a tool to build credibility. Neil Patel of Kissmetrics endorses that the best bet in startup marketing is getting press coverage. And so does Bill Gates.
Think for yourself – what would inspire you to download an app, its advertisement or TechCrunch writing about it stating it’s the best in its category so far?
The starting point to getting press or a guest blogging opportunity is creating a pitch that will get your email read and responded to. Perfect your pitch with these real-life examples that helped get the message across effectively.
#1 Product-Feature Pitch for Press Coverage in Mashable
Dmitry Dragilev, who runs a company called JustReachout.io, pitched his latest app to a Mashable reporter to get press coverage for his app.
His subject line was direct and hooked the journalist’s attention by quoting their article. The tone of the email’s body text was conversational, yet concise.
The 80-word long pitch had 63 words drawing a connection between the reporter’s article and his product.
#2 Guest Blogging Pitch to BoingBoing (Tech and Culture eZine)
Kevin Raposo of Simplisafe noticed how Xeni Jardin, the co-editor of BoingBoing, is sharing a lot of content on social media about a popular American TV series, Breaking Bad. Kevin, along with his team, published a security themed blog post incorporating tips inspired by the main character of the show.
Kevin first tweeted the link of the blog to the editor and then mailed his pitch.
He established a connection between his blog post and the editor’s love for the show in just two lines, followed by the link to the blog. He ended the pitch with a feedback request. The result? His blog was republished on BoingBoing the same day.
#3 Entrepreneur Profile Pitch to Business Insider
Xavier Di Petta, a 16-year-old Australian entrepreneur, knew that this particular reporter had been profiling entrepreneurs and could be an opportunity for him to get press coverage. He made sure to establish his credibility by quoting the publications that have already profiled him.
Xavier’s first line was strong and captivating. It was also courteous: “I’ll get straight to the point.” He knows reporters get a lot of emails, and he is aware they don’t have time or patience to read lengthy messages from strangers.
Xavier mentioned that another journalist got 1,80,000 page views for writing about him – adding to the credibility of the pitch.
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#4 Product Pitch to Fast Company
In this pitch made to Fast Company, Dmitry Dragilev familiarized himself with the target journalist’s work, simply by familiarizing the journalist before pitching to him, e.g. by commenting, liking, or sharing the journalist’s posts.
Though the purpose here was to ask the journalist to review the product, Dmitry emphasised on the content supporting the product. He wrote a blog which revolved around the functionality of his product and asked for a feedback from the journalist.
The journalist not only appreciated his article but also volunteered to test the new product created by Dmitry’s company and won him a meeting with the journalist – a great way to build a relationship.
#5 A Journalist’s Point of View
While the above are pitches from entrepreneurs who received a favourable response from journalists which eventually led to press coverage, here’s the idea of a good pitch from a journalist’s perspective.
Paul Sawers is a VentureBeat’s European Correspondent. This is what he feels would get him to read and explore a pitch email further.
Paul liked the format of this pitch because it is simple and informative. This pitch is short and avoids buzzwords. The sender explains why his product is unique and should be covered. The pitch gives clear-cut information about the future plans of the company.
That’s all a journalist needs to know. At least in the pitch email. Your pitch needs to be short and informative and at the same time, generate curiosity and interest in the journalist who should be wanting to learn more about you or your product. There’s no reason then you shouldn’t be able to drive press coverage for your mobile app.