If you want to be featured in a publication, the first thing you need to do even before you can start a press pitch campaign is to have tools available to you. It’s very simple: no tools, no results. Poor tools, poor results. As I said many time before, I get anything between 150-200 pitches a day. I ignore 99% of them. Why? The biggest problem for me is that I can’t do anything with the material presented to me.
Surprisingly, most pitches I get are actually highly researched. They clearly understand what stories we’re looking for. It’s very frustrating when I know that someone spent time researching but didn’t invest enough time, resources and thinking into the presented content. As magazine publishing is going through challenging and changing times, it’s more important than ever before to grab people’s attention through emotion. We need to feel connected, to become part of your mission.
So here are my two very important ingredients for a good press pitch:
- YOUR STORY
The most important element of successful press pitching is your story. No other brand can be like yours. Brand storytelling goes well beyond your USPs. As an editor, I’m most interested in a story that my readers can relate to. Hence, the focus of your story should be on:
Frustrations
What has led you to start your own brand? What was missing in the market?
Problem solution
The next step of your story is to identify the solution to the frustration / problem you had. Customers, and indeed our readers, have become immune to selling products. They need to feel an emotional connection with your brand.
How do you solve their problem with your product? Is it aspirational, status, emotional or practical? How do you want them to feel when they experience it?
Your background
Every press pitch should have a little story about the brand founders and their own journey.
Founder’s quote
Always include relevant quotes about the new product, service or collection. Think about how you, as the founder, feel about it. Share your thoughts.
2. PHOTOGRAPHY
Without great photography, one cannot promote their brand effectively. Always invest in best photographers and teams who understand your brand – your values, ethos, purpose, mission and vision. A wedding photographer will not deliver on-brand promotional imagery required for storytelling features unless they have a commercial and marketing mind.
Lifestyle shots
The most important type of photography is lifestyle images. Model shots should be promoted with a full model’s head (we do not accept cropped model’s faces unless we are confident in building a strong story around them). Dynamic images which let our readers in are always preferred. A mix of lifestyle product shots with supporting non-product shots are always preferred.
Stills
Stills are a great supporting addition to lifestyle shots. Products which can be placed in a home or customer’s/reader’s life-style trigger imagination and help to create a desire/need. One example is heels at the edge of the bed or in a dressing room, as well as shown on a model.
Product shots
For shopping and product pages, all products should be also be available on no background as .png files.
Founder profile image
Always helpful to support the brand story.
Further readings:
Press pitch example
How to write a good press release yourself
Want to be part of a group of like-minded creatives who are going through what you’re going through? We have an amazing community of emerging designers, interior designers, stylists, fashion accessory brands, artists and photographers, where we help each other grow. This is where I encourage sharing knowledge and brand collaborations. No fakes, self-centred liars and backstabbers are allowed. Please join us here. And, feel free to share if you found this useful!
