VanFUNDING 2016: How to ensure emails get read (Herscu & Goldsilver)

Download VanFUNDING 2016:  How to ensure emails get read (Herscu & Goldsilver)

Post on 10-Jan-2017

24 views

Category:

Marketing

0 download

Embed Size (px)

TRANSCRIPT

  • 203-20 Maud Street, Toronto, ON, M5V 2M5corey@herscugoldsilver.com

  • Getting a journalists attention:

    DOs and DONTs

  • GETTING THE ATTENTION YOU NEED

    First, think about who are you targeting:

    Why would/should they care?

    Food for thought:

    Just because their title is tech writer doesnt mean anything, really.

    Do some research, understand their beat. Tech, Lifestyle, Health & Wellness

    are such broad topics that they are little more than semantics nowadays.

  • Once youve done the research, show them!

    Tell them why you believe they should be interested:

    I read your story last week about product X and thought youd be interested in what Im working onI really enjoy your weekly tech roundup and would love you to consider including X

    ...dont under-estimate the power of doing your research.

  • GETTING THE ATTENTION YOU NEED CONTD

    THINK OF GETTING COVERAGE LIKE THIS METAPHOR BELOW:

    You wouldnt bring your car to a plumber, so why are you pitching your

    iPhone case to a Microsoft writer?

    Just because their title says X-reporter, doesnt mean theyre covering anything X-related. Do. Some. Digging. Regardless of how

    cool your product is, many writers dont cover crowdfunding!

  • Quick exercise:

    Everyone in this room has a different story to sell, and you all have one Holy

    Grail media outlet you want to see your story covered on.

    What is that website and why?

  • AVOID AVOID AVOID

    Just because a site covers products in your vertical (lifestyle, tech, etc.)

    doesnt mean theyre going to care about yours.

    DO NOT PRESS SEND JUST TO SAY YOU PITCHED THEM.

    Remember: Online list-building platforms (Cision, etc.) are notoriously

    outdated; have you done your homework? Does the person youve just

    pitched even still work at the respective outlet?

  • HOW TO GET THE ATTENTION YOU NEED

    Get to know at least 5 journalists from outlets that are exactly your vertical.

    Do what it takes to even get on a first name basis with them.

  • Whats a hot topic right now? Politics. Lets use that for some context...

    You know how politicians go on campaign tours to meet the

    people who will be advocating for them? Follow that idea.

  • ESTABLISHING A RAPPORT WITH JOURNALISTS IS THE MOST IMPORTANT THING YOU CAN DO.

    Let them know theyre not just a story to you; you respect who they are, what they do, and are on their level 100% of the time.

    Once youre in with them, make an effort to say hello once in awhile.

  • AVOID AVOID AVOID

    Dont make every conversation about selling something.

    .....unless you want to become a travelling sales person.

  • HOW TO GET THE ATTENTION YOU NEED

    How are you pitching? Make sure youre writing subject lines

    you yourself would want to click. Avoid Pitch, Story Idea,

    etc.

    Be to the point and catchy; avoid buzzwords.

  • AVOID AVOID AVOID

    IF YOUVE TEXTED HER A FEW TIMES AND SHE STILL HASNT RESPONDED, SHES JUST NOT THAT INTO YOU

    THE SAME GOES FOR JOURNALISTS.

    If youve pitched someone more than twice and havent gotten a response,

    let it go. These guys get a lot of emails; youre either hitting the mark or

    youre not. There will always be other stories. The best way to get marked

    is to not take a hint.

  • HOWEVER.

  • If at first you dont succeed, dust yourself off and try again

    - Aaliyah

  • Like sales, PR is a numbers game and there are a lot of people to connect with who WILL care.

    Dont let a few nos stop you!

  • QUESTIONS?