If you’re looking to refine your pitching strategy, we’ve got you covered! This round-up of top insights from our latest Pitch Paloozas breaks down the dos and don’ts of crafting a standout pitch. Featuring feedback from seasoned journalists like Zoé Weiner, Iris Goldsztajn, and Karla Pope, we explore real examples of pitches, highlighting what worked, what didn’t, and how to make your pitch irresistible.
Ready to learn more? Check out these six examples and learn how to better align your pitches with journalists' preferences and needs. If you'd like to join these pitch paloozas in real time, apply to join our community below:
Subject line: Best Concealer for Women 40+
Hi Zoë!
Hope you’re well! I’m no longer with NuFACE, thank you for all your support while I was there!
I’m now working with Maxine’s Revenge, founded last year by beauty industry veteran, Leah Hundsness. She founded the brand with the approach of an updated view of what 40+ looks like, getting “better” not bitter.
French Face is the brand’s full coverage concealer that is exclusively designed for 40+ skin.
What Makes French Face Special: it’s a thin, flexible formula that stretches with our expressions, doesn’t settle into fine lines and wrinkles. It’s also multipurpose, can be used to highlight, conceal and contour leaving skin hydrated.
Availability: French Face is currently available in 10 shades ($33) on maxinesrevenge.com and on Amazon.
Already loved by celebrities, MUAs and influencers like Holly Robinson Peete, Vincent Ford, Johnny Ross and Michelle Spieler, the brand has grown a community of 40,000 since launch and growing!
Please let me know if you’re interested in sampling for consideration in any upcoming reviews or gift guides!
Best,
XX
Strengths & Suggestions:
-
- Targeted & Relevant:
- Highlighting the concealer’s design for women over 40 effectively addressed a unique audience need, resonating with an engaged demographic.
- Personalization & Key Details:
- Referencing prior collaborations built rapport while including elements like shade range and links helped make the pitch informative.
- Areas for Improvements:
- The subject line, while clear, lacked a compelling hook to stand out among similar pitches. Zoé recommends adding product uniqueness and additional context for the founder provided.
- Including more links (e.g., website, Amazon) and clarifying the inclusivity of the shade range would have made the pitch stronger.
-
- Format & Content:
- Phone interviews preferred over video.
- Use bullet points over paragraphs for clarity.
- Keep pitches short—as concise as possible.
- Attach images instead of sharing via Dropbox or zip files.
- Timing & Method:
- Send pitches via email only—never Twitter or Instagram DMs.
- Timing doesn’t matter, but one follow-up is the limit.
- Tone & Resources:
- Use direct subject lines over creative ones.
- Media kits preferred over press releases, with visuals included.
- Building Relationships:
- Instagram is a common connection platform in the beauty industry, but Zoë prefers no DMs and only checks them occasionally.
Subject line: Interview with Ali Krieger on her top beauty buys in her 40s, being celebrated by the White House, and more!
Hi Iris,
We have access to former Gotham FC soccer player Ali Krieger and with the news that Ali will be heading to the White House today (9/23) to celebrate Gotham’s 2023 NWSL champion win (making them the very first NWSL championship team to receive a White House celebration), wanted to see if you’re interested in an interview with Ali?
She can discuss:
-What it means to be celebrated at the White House
-How she’s juggling the joys and challenges of motherhood as she continues her new role with ESPN
-Her experience turning 40, including her favorite beauty buys as she enters this new decade
-How she's prioritizing a holistic approach to her physical and mental wellbeing, including her most recent partnership with Nutrafol, the #1 dermatologist recommended hair growth supplement brand
-And more!
Is an interview with Ali to discuss the above of interest?
Best,
XX
Strengths & Suggestions:
-
- Clear & Digestible:
- Using bullet points and a conversational tone made the email easy to read and engaging.
- Targeted Details:
- Including Ali Krieger’s interview opportunity and essential pitch elements, which provided relevance and clarity.
- Areas for Improvements:
- The subject line should be shorter and more descriptive, such as “Interview with Soccer Champion Ali Krieger,” to capture attention.
- Adding context about Krieger for non-sports reporters and details about interview format, timing, and franchise availability would streamline the process.
-
- Format & Content:
- Short paragraphs are preferred over bullet points.
- Direct subject lines are a must; creativity is okay as long as the topic is clear.
- Images should be attached to the pitch, not through Dropbox links or zip files.
- Avoid unnecessary links in the pitch.
- Media kits or press releases are acceptable based on the situation, but clarity and relevance are key.
- Timing & Method:
- Iris receives hundreds of pitches daily, so pitches must stand out quickly.
- Follow-ups: Only one follow-up is allowed—no more.
- Pitches should be sent via email; DMs are not acceptable for outreach.
- Tone & Resources:
- The tone should be clear and dry—don’t overcomplicate the message, but ensure it's informative.
- Resources like product images should be attached directly to the email; no links unless absolutely necessary.
- The pitch should be concise and focused on key details, as Iris has limited time to sift through hundreds of pitches.
Potential Subject lines:
- Clarks shares boots to recreate Beyonce’s iconic country style
- "Buy cowboy boots women" searches are up 278% since Beyonce’s song release
- ‘Cowboy Core’: Get Beyonce’s new album look with these boots 👢
- SearchesSThanks to Bey, searches for cowboy boots are up 278%, thanks to Bey! Shop these styles 👢
- We’re all shopping for boots thanks to Beyonce, here’s some key styles 👢
Hey [First Name],
The music world fell into shock when Beyonce took a wild turn and announced her first country album release during this year's Super Bowl. On March 29th, we'll be able to witness (and participate!) in her musical journey, touching on her Texas roots.
Since Queen B broke the internet with her announcement, fans have been embodying the country aesthetic and dancing to her Texan tunes. With the release of her new song TEXAS HOLD' EM, searches for "Beyonce Country" have soared 4,256% worldwide in the past month, according to TKTK (I.e., Google Trends, SEMRush, etc)! Clarks has everything you need to Because of this, the team at Clarks wanted to give people access to recreate Beyonce's country look—just in time for festival season. .
"Buy cowboy boots women" searches are up 278%! Clarks' guide to achieving Beyonce's country look:
Get ready to rock the rodeo and turn heads with Clarks' silver leather boot, inspired by Beyonce's iconic metallic vibe from her latest album!
Step into the rhythm of Beyonce's 'Renaissance Act II' with our tall black leather boot, adding a touch of fierce sophistication to your ensemble.
Feeling inspired to embrace the country aesthetic and follow in Beyoncé's footsteps? With the highly anticipated album release just around the corner, your readers might be eager to discover where to find the perfect shoes to complement their style. Are you interested in sharing? I’m more than happy to share any additional data or insight you need to make this a perfect fit for your audience.
Best,
[Name]
Strengths & Suggestions:
- Search-Focused Subject Line:
- The pitch effectively appeals to editors and writers by aligning with search-driven KPIs, making it both timely and practical.
- Data-Driven Insights:
- Emphasizing the search component and providing relevant keyword data adds value for writers, particularly those lacking access to advanced tools like SEMRush.
- Visual Highlighting:
- Using a different color to emphasize the search component makes the pitch more scannable and visually engaging.
- Areas for Improvements:
- Clearly stating where the search spike data came from would enhance the pitch's credibility and usability.
- Providing more context on the keyword trends or related topics could help editors better frame their stories.
- Including links or access to further data or tools would strengthen the value offered to recipients.
- Client Context:
- Share clear information about your clients upfront rather than asking, "What are you working on?" Avoid making the editor sift through their editorial calendar.
- Personalization:
- Reference specific articles or show familiarity with the editor’s work to stand out and foster a conversational tone.
- Relationship Building:
- Invest time in virtual or in-person meetups (e.g., coffee chats) to establish rapport and make future pitches more memorable.
Subject line: Stop Sleeping On This Wellness Trend, Sleep Better with Mouth Tape
Hi Jillian,
Does the wellness trend of mouth-taping ring a bell? With over 250 million people talking about it on TikTok and Instagram, the trend is so popular now that it’s more of a lifestyle. Allow me to reintroduce Hostage Tape, the #1 selling, original revolutionized mouth tape on the market, drastically changing how millions sleep. Celebrities from Joe Rogan to Gwyneth Paltrow, Ashley Graham, Mark Consuelos, Tiki Barber, Erling Haaland and more have all caught on.
The benefits speak for themselves; there are a ton of overall benefits to nose breathing…but here are our whys:
The WHYs?
-
- Better, deeper sleep
- Reduced snoring by closing the mouth and forcing nose breathing
- Increased oxygen uptake and circulation = better heart and overall health
- Increased nitric oxide production = better muscle recovery, more vigorous workouts
- Decreased stress and anxiety
- Better Beauty–stronger face structure and jawline, reduced undereye bags and more!
- Pink for women!
- Hypoallergenic Adhesive–sticks all night but is easy to take off in the morning with no residue
- Strength–the strongest mouth tape on the market - perfect for men with beards
- Breathability/porous
- Made with bamboo silk fabric
- Not convinced yet? See the thousands of 5-star reviews here.
In just two years, Hostage Tape grew its sales by over 1400%, became the official partner of the UFC and The Joe Rogan Experience, and is now sold on Walmart.com.
A fact sheet with more information can be found here, along with high-res photos here. Happy to connect you with the founder and CEO, Alex Neist, and share samples for you to experience the product firsthand.
Sweet dreams,
XX
Strengths & Suggestions:
- Targeted & Relevant:
- The bulleted list clearly outlined mouth taping's benefits, resonating with the wellness audience and addressing common social media misconceptions.
- Expert Input & Formatting:
- Including expert-backed benefits added credibility, while concise formatting (short paragraphs and bullet points) made the pitch stand out in a crowded inbox.
- Areas for Improvements:
- The subject line should prioritize the core topic ("Mouth Taping") for quicker recognition. Replacing underlining with bold text for emphasis can improve readability, and unnecessary links or files should be excluded unless explicitly relevant.
- Format & Content:
- Bullet points are preferred for clarity and brevity—easy to scan and quickly understand the main points.
- When pitching experts, their expertise should be clear from the beginning of the pitch, avoiding long introductions.
- Timing & Method:
- Phone interviews are preferred due to convenience and better transcription tools.
- Zip files are the preferred method for receiving images, as they are easier to open and save compared to attachments or Dropbox links.
- Tone & Resources:
- Pitches should be short and to the point—brevity saves time for both the PR person and the recipient.
Subject line: The solution for tricky gift-giving moments
Hi X,
As you’re working on curating some holiday gift guides, I wanted to share the perfect gift idea for someone you’re still getting to know or eager to impress – whether it's your in-laws, boss, neighbors, etc.!
Holiday gift shopping can be challenging, especially when you’re unsure of what the other person would appreciate. Daffy Gifts offers a thoughtful solution—a digital charity gift card that lets the recipient choose a charity (Daffy supports over 1.5 million charities!) that resonates with them. It’s perfect for situations like Secret Santa with your boss or your first holiday with in-laws.
Happy to share more, or get you a meeting with Daffy’s co-founder and CEO, Adam Nash, who can explain more.
Let me know!
Thanks,
XX
Strengths & Suggestions:
- Concise and Direct:
- The pitch is short, clear, and gets to the point efficiently, making it easy for editors to scan and understand.
- Actionable Links:
- The suggestion to hyperlink “Daffy’s Gifts” demonstrates how the pitch prioritizes accessibility and usability for the recipient.
- Potential for Story Context:
- By mentioning the concept of charitable giving, the pitch introduces a unique angle that could easily tie into broader narratives or features.
- Areas for Improvements:
- Including a few examples of popular charities would provide editors with a clearer sense of the scope and relevance of Daffy’s offerings.
- Removing the first sentence of the second paragraph would improve conciseness and maintain the pitch’s fast-paced readability.
- Adding a co-founder quote could enrich the pitch by offering editors a personal perspective and potential material for their stories.
- Personalization & Relevance:
- Karla values pitches that address her by name and reference her recent work to show relevance.
- Creative & Attention-Grabbing:
- She responds well to catchy, creative subject lines that spark curiosity, as long as they align with her content.
- Timely & Direct Responses:
- Quick, accurate responses are essential—getting her name wrong will result in no reply.
- Story Relevance:
- Pitches focused on beauty, lifestyle, and Black women’s issues resonate with her interests.
Subject Line Options:
- Why the CMO role is evolving - not dying
- CMO Evolution: Adapting, not dying - Speak w/ Braze Chief Business Officer (former CMO)
- CMO evolution: Speak w/ Braze Chief Biz Officer / former CMO on disappearing role?
Hi XXX,
The average tenure of CMOs shows signs of stabilizing, though volatility remains high at leading consumer brands, according to a recent Spencer Stuart report. This volatility has led some Fortune 500 companies to eliminate the role altogether.
So, what is the path forward for marketing leaders?
Astha Malik, Chief Business Officer and former CMO at customer engagement platform Braze, believes that while the CMO role is under transition, it's still a key component in driving revenue, customer retention goals, as well as traditional marketing activities.
In a conversation, she can speak to:
-
- Why CMOs show, not tell, the impact of their role
- Her perspective on whether the CMO role will continue to disappear
- Where team flexibility can lend itself to growth opportunities for brands
- How CMOs can ensure marketing is a core part of operational strategy in years to come
Do you have time next week to connect w/ Astha?
Thank you
X
Strengths & Suggestions:
- Clear & Direct Subject Line:
- The subject line effectively highlights the story idea, the spokesperson, and the call to action for an interview, reducing ambiguity and grabbing attention in a crowded inbox.
- Support with Data:
- Including a report with numbers helps substantiate the pitch, showing growth or trends, which adds credibility and value for the reporter.
- Hyperlinking & Bullet Points:
- The pitch uses hyperlinks well to guide the reporter to Astha’s LinkedIn and Braze website, and the bullet points offer a concise overview, making it easy for the reporter to understand the key points quickly.
- Areas for Improvements:
- Instead of linking to an already-covered article, link directly to the report to avoid suggesting the topic has been fully covered elsewhere.
- Including more specific numbers from the report could strengthen the pitch by providing clearer evidence of trends, making it even more compelling for the reporter.
- Relevant & Synergistic:
- Kimeko values pitches that demonstrate an understanding of her coverage and a genuine attempt to find synergy with the topics she reports on. She appreciates when the pitch aligns with her interests, avoiding irrelevant or mismatched story ideas.
- Clear & Concise:
- She prefers pitches that are direct and to the point, including clear who, what, when, where, why, and how details. A straightforward approach is key, without unnecessary fluff or small talk.
- Building Rapport Later:
- While initial contact should focus solely on the pitch, once rapport is established, a more personal touch, like asking about family or hobbies, is welcome. However, this should come only after the business relationship is built.
______
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