When it comes to pitching product reviews, we totally understand that standing out in a crowded inbox can be challenging.
To help you craft pitches that grab attention and increase your chances of getting coverage, we’re sharing 5 tips you need to know for pitching reviews, drawing in expert insight from recent podcast guest Nathan Burrow, senior deals editor at Wirecutter (the product reviews and recommendations arm of The New York Times).
Whether you're looking to get your product featured or simply want to improve your product pitching chops, here's what to consider as you're drafting.
When pitching for product reviews, practicality is the name of the game in terms of what you should include in your pitch.
As you know, reporters and editors receive hundreds if not thousands of pitches daily, so the best way to stand out and get an open is to simply keep your pitch copy relevant and straightforward.
Focus on the key benefits and unique features of the item you're pitching, and if you can provide specific data and insight into consumer behavior to back up your claims, even better!
You'll also want to highlight how the product is in line with current (or upcoming!) trends, or solves a common problem that readers might be facing.
By now, you know that a good pitch length is anywhere between 150-300 words, and to err on the side of shorter if you're ever confused.
Nathan also emphasized this to us during the podcast recording.
Nathan notes that "editors appreciate brevity" and that for him "a pitch should be concise and to the point" while highlighting "the essential information in a clear, straightforward manner to make it easy to digest.”
Some other tips for acing your pitch format are to use bullet points or short paragraphs to highlight what makes your product stand out and worthy of review, underscoring any unique selling points that it offers.
Nathan also recommends including a line in your pitch about the next desired steps, asking that PRos "clearly outline what [they're] offering and what [they'd] like us to do next." In other words, make it easy for the person on the receiving end of your pitch to take action.
Different publications have varying editorial processes and timelines, which is why you need to spend time to research and understand how your target outlet operates. In Nathan's words, "understanding the editorial process of each publication is crucial."
For instance, some might require you share samples before agreeing to a review, while others may not accept unsolicited products or offers at all.
No matter the nuances of the outlet you're going after, it's important that you dedicate time to understanding the ins and outs of how they like to be worked with and align your pitch with their review schedule and editorial calendar.
And remember, play to the seasons and what resonates most at different times of year.
In Nathan's experience, "email is usually the best channel for pitching," and recommends PRos ensure their pitches are "well-formatted and includes all necessary attachments or images directly within."
Product reviewers and experts like Nathan tend to be highly engaged with their inboxes, making this an ideal place to pitch compared to using social media to get connected.
Did you know? The OnePitch platform makes it super easy to send streamlined emails to journalists from right within your inbox.
Login or create your account here if you haven't already and explore capabilities that can take your next product review pitch to the next level.
We all like to feel special, and journalists are no exception. Offering an exclusive opportunity or early access to a product can make your pitch more appealing.
Editors often appreciate exclusive content because it can support greater reader engagement, enhance the publication's credibility, and offer value that helps them stand out among competitors. It's a win win!
As your pitching reviewing and securing winning coverage for your clients, we hope you'll refer back to this guide as ongoing inspiration.
Remember, if you're ever needing support on your pitch or want to workshop a new angle, you can hop into our Pitch Posse Slack community to connect with fellow expert PRos for guidance.
Need to be added? Email kendall@onepitch.co!
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