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UPDATED: The Five must have elements in your pitch or press release. Previously known as the The Three must have elements in your pitch or press release....
Killer Lead
Recall, your subject line is vital to draw the reader into the body of your message. Well, nearly as important - if not more - is your killer lead sentence.
Knock 'em Dead, Fast
Not literally, of course, but you need to really sell them as economically as possible on what you can offer their listeners, readers or viewers. This is particularly true in radio where they may never venture into your pitch to discover your elegantly constructed, brilliant argument for talking with you.
Ideally you draw the reader in with a provocative first sentence that combines your topic with what you can offer their audience mixed with current news topics - and make it snappy, relevant, salient and as short as possible. Then hit them with a call to action.
Call to Action
A standard marketing term telling your reader what action you want them to take. Often this is deep into a marketing piece, for instance in a direct mail piece, or TV advertisement. It's a classic setup - the advertiser spends time or ink getting and keeping your attention and then hit you with what they want you to do - if you make it that far. You don't have that luxury in a personalized email pitch - tell them what you want them to do and do it sooner than later.
Sample Questions
While these may not used in the interview, they help illustrate your topic and what you are willing to talk about. Make these interesting and perhaps something you wouldn't ideally want to answer. Remember, if your questions are too self-serving (Now, why is your book so incredibly interesting? ), or too "softball," you may lose credibility with the producer and they may not contact you. Make these interesting and salient - try to tie your topic to something in the news or in the media. Of course, make sure you can answer the questions.
Links
Do you have a website? Journalists always want more background information and a measure of credibility in their potential guests. A great way to provide this is to put a hyperlink in your pitch. Include links to your website or other relevant site. Have a review you are proud of? Favorable consumer feedback on Amazon? Put in the links! They can help you out.
Contact Numbers
Some Radio Shows will call you, but most will schedule with you via email. Include your full contact information in your pitch, including your cell number and any alternate email address you might have.
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