500 writers & editors reveal what they look for in a pitch
DESCRIPTION
In this BuzzStream webinar, Ryan McGonagill & Kelsey Libert share the results of their Perfect Pitches survey. Ryan and Kelsey reached out to more than 500 editors at publications like Time, BuzzFeed, Upworthy, and more, and asked them what they look for in a pitch. For more about outreach best practices, visit http://www.buzzstream.com/blog. For more from Kelsey & Ryan, visit http://frac.tl/.TRANSCRIPT
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@KelseyLibert, @RyMcGonagill, www.Frac.tl Image Credit: http://frc.tl/1nuTW0Q
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This is a storyabout a noise:value ratio
that has gotten out of whack.
@KelseyLibert, @RyMcGonagill, www.Frac.tl
Image Credit: http://frc.tl/Up2Gt
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Editorial voices are outnumbered by public relations professionals by almost 5:1
http://frc.tl/1qc14fR @KelseyLibert, @RyMcGonagill, www.Frac.tl
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http://frc.tl/1mrxZgH @KelseyLibert, @RyMcGonagill, www.Frac.tl
“Many [PR professionals] have a misunderstanding when it comes to the difference between advertorial and guest posts.” – Gigaom.com
“Too many submissions we get are clearly just pitches for a company, attempting to masquerade as thought pieces, a press release dressed as a guest post.” – TechCrunch.com
“Over time [guest blogging] has become a more and more spammy practice.” – Matt Cutts
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Our Research
@KelseyLibert, @RyMcGonagill, www.Frac.tl
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We interviewed over 500 writers, editors, and publishers.
Image Credit: http://frc.tl/1pXwPw9 @KelseyLibert, @RyMcGonagill, www.Frac.tl
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This Is Their Story
@KelseyLibert, @RyMcGonagill, www.Frac.tl
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About how many
stories do you write
per day?
Image Credit: http://frc.tl/1xzC2fG @KelseyLibert, @RyMcGonagill, www.Frac.tl
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@KelseyLibert,@RyMcGonagill, www.Frac.tl
Image Credit: http://frc.tl/TBxFBj
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The majority of people you’re pitching only write
ONE STORY per day.
Image Credit: http://frc.tl/1n2DRL4 @KelseyLibert, @RyMcGonagill, www.Frac.tl
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About how many
pitches do you
receive per day?
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
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"300-plus. No joke!"
- Reuters.com
"Too many to count, seriously."
- HuffingtonPost.com
"Wow - I have lost track.”
- USNews.com
"I mostly filter these or unsubscribe."
- Lifehacker.com
“It's CONSTANT! It's
like they're rewarded for
pitching, not for landing pitches...”
- PopularMechanics.com
“Dozens. I've started filtering them so they are
automatically deleted.”
- FundRaisingCoach.com
"Anywhere from 15 to 100 depending on the time of
year."
- TheCentsibleLife.com
"Dozens during a normal business day, hundreds
during major conventions."
- DigitalProductionBuzz.com
Image Credit: http://frc.tl/1kf24uz @KelseyLibert, @RyMcGonagill, www.Frac.tl
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@KelseyLibert, @RyMcGonagill, www.Frac.tl
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Although most writers publish one story per day, 44% of them get pitched a
minimum of TWENTY TIMES per day.
@KelseyLibert, @RyMcGonagill, www.Frac.tl
Image Credit: http://frc.tl/TByPNb
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How often do you write a
story based on
something that was sent
through a pitch?
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
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@KelseyLibert, @RyMcGonagill, www.Frac.tl
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Although writers are inundated with pitches, only
11% often write a story based on content that was
sent through a pitch.
@KelseyLibert, @RyMcGonagill,
www.Frac.tl
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However, 45% said sometimes, so there is an opportunity for change.
Image Credit: http://frc.tl/1pdIwhX @KelseyLibert, @RyMcGonagill, www.Frac.tl
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Your Strategy Lesson
@KelseyLibert, @RyMcGonagill, www.Frac.tl
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Would you rather be
pitched ideas that you
can collaborate on or get
a finished asset?
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
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Image Credit: http://frc.tl/SIrBGl @KelseyLibert, @RyMcGonagill, www.Frac.tl
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STOP spamming writers with poorly matched assets.
Instead, collaborate on mutually beneficial ideas.
Image Credit: http://frc.tl/1n2EWCF @KelseyLibert, @RyMcGonagill, www.Frac.tl
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What characteristics
does the perfect piece of
content possess?
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
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@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1rIug1F
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What types of content
do you wish you saw
more?
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
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@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1j993LC
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Your Networking Lesson
@KelseyLibert, @RyMcGonagill, www.Frac.tl
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How important is it for a
person to establish a
personal connection with
you before pitching content?
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
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@KelseyLibert, @RyMcGonagill, www.Frac.tl
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64% of writers think it is of some importance that you
establish a personal connection before pitching.
Image Credit: http://frc.tl/1kLg9Vy @KelseyLibert, @RyMcGonagill, www.Frac.tl
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Use Twitter as a platform to socialize with your prospects
weeks prior to the pitch. Engage in blog posts.
Image Credit: http://frc.tl/1kLg9Vy @KelseyLibert, @RyMcGonagill, www.Frac.tl
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Which of the following
channels do you prefer
to be pitched on?
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
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Image Credit: http://frc.tl/1o6SCSr @KelseyLibert, @RyMcGonagill, www.Frac.tl
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Put down your cell phone. Stop spamming on social media.
Start writing sincere emails to the best-fit person for your campaign.
Image Credit: http://frc.tl/1myF4IG @KelseyLibert, @RyMcGonagill, www.Frac.tl
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Use a CRM such as BuzzStream to manage your relationships.
Image Credit: http://frc.tl/1myF4IG @KelseyLibert, @RyMcGonagill, www.Frac.tl
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Your Pitch Lesson
@KelseyLibert, @RyMcGonagill, www.Frac.tl
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What time of day do you
preferred to be pitched?
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
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What time of day do you want to be pitched?
@KelseyLibert, @RyMcGonagill, www.Frac.tl
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Use a pre-scheduling tool to send your emails in the early
morning hours.
Image Credit: http://frc.tl/1nuKeso @KelseyLibert, @RyMcGonagill, www.Frac.tl
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What email length do
you prefer?
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
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@KelseyLibert, @RyMcGonagill, www.Frac.tl
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88% of writers prefer a pitch be less than 200 words. Check your word count before sending.
Image Credit: http://frc.tl/1uNnHds @KelseyLibert, @RyMcGonagill, www.Frac.tl
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Do you open an email
based on its subject
line?
Image Credit: http://frc.tl/1xzC2fG @KelseyLibert, @RyMcGonagill, www.Frac.tl
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@KelseyLibert, @RyMcGonagill, www.Frac.tl
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Test your subject lines in your inbox. What stands
out? The golden rule is 45-65 characters.
@KelseyLibert, @RyMcGonagill, www.Frac.tl
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Which of the following
subject lines catches
your attention the most?
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
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Image Credit: http://frc.tl/1oFpU8O @KelseyLibert, @RyMcGonagill, www.Frac.tl
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An overwhelming number said they want a subject line that is:• Direct • Concise
• Descriptive• Includes keywords relevant to the writer’s beat
Image Credit: http://frc.tl/1oFpU8O @KelseyLibert, @RyMcGonagill, www.Frac.tl
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How likely are you to delete
a pitch based on a
spelling/grammar error,
regardless of the content’s
quality?
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
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@KelseyLibert, @RyMcGonagill, www.Frac.tl Image Credit: http://www.pinterest.com/pin/75364993733755783/
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Do you auto-delete
pitches that contain
certain words?
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
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@KelseyLibert, @RyMcGonagill www.Frac.tl
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If you could give 1-3 points
of feedback to people who
pitch to you, what would you
say?
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
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• Do your research. • Know the publication.
• Be relevant. • Make it newsworthy.
• Know my beat. • Don’t use all caps.
• Be personal. • Be concise.
• Don’t cold call. • Does it fit my beat?
• Use spellcheck. • No giant attachments.
• Don’t pitch on social media. • Know my audience.
• Avoid phony friendliness. • Get my name right.
• Avoid the fluff. • Tailor your subject lines.
• Die in a fire.
@KelseyLibert, @RyMcGonagill, www.Frac.tl
Image Credit: http://frc.tl/VTh6SP
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Image Credit: http://frc.tl/1k5uTLo @KelseyLibert, @RyMcGonagill, www.Frac.tl
“If I don't respond it's because I'm not interested. If I am interested, I will email you back.”
– NationalJournal.com
“1) Don't send multiple emails and follow-ups. 2) Don't follow up your email with a call.”
– Parents.com
“Do not call me 5 minutes later to follow up.”
– Geek.com
“Don't follow up so many times. If we're not interested, we're not interested.”
– OutOfThePastBlog.com
“Unless I contact you asking for more information, don't follow up 2 and 3 times asking if I'm going to write about the story you sent me.”
– TheGoodWineGuru.com
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What characteristics
does the perfect piece of
content possess?
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
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• Breaking news • Exclusive research • Emotional stories
• Timeliness • Relevance
• Data • New hook
• A story • Interview opportunities
• Data visualizations • Useful information
• Innovative • Interesting analysis
• Storytelling • Well-researched
• Meets editorial mission • Original content
• Solutions to problems • Engaging • Amusing
• Useful insights • Humor
• Unique angles• High-quality graphics
@KelseyLibert, @RyMcGonagill, www.Frac.tl Image Credit: http://frc.tl/1zkwgzt
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Research by Kelsey Libert, www.Frac.tl
http://frac.tl/publisher-feedback/
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Leverage The Science Behind Great Content.Research by Kelsey Libert, www.Frac.tl